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TO STUDY THE CONSUMER BUYING BEHAVIOR TOWARDS ORGANIZED FMCG RETAIL OUTLETS. TANVEER KHAN PGPM MARKETING ROLL NO: 020201036 UNITEDWORLD SCHOOL OF BUSINESS BATCH 2010-2012

TO STUDY THE CONSUMER BUYING BEHAVIOR TOWARDS ORGANISED FMCG RETAIL OUTLETSSubmitted in partial fulfillment of the requirements of

MBA

PGPM

2010-2012

SUBMITTED BYName: TANVEER KHANRoll No: 020201036Unitedworld School of Business, Mumbai

STUDENTS DECLARATION

I hereby declare that this report, submitted in partial fulfillment of the requirement of the requirement for the award for the PGPM Marketing Management, to UnitedWorld School of Business is my original work and not used anywhere for award of any degree or diploma.

Place: Mumbai

Date: __________________ _______________________ Signature Name: Tanveer Khan Class: PGPM Marketing Management Semister: VI Roll No: 020201036

CERTIFICATE

This is to certify that the dissertation submitted in partial fulfillment for the award of PGPM Marketing Management of UnitedWorld School of Business is a result of the bonafide research work carried out by Mr. / Ms.Tanveer Khan 020201036 under my supervision and guidance.No part of this report has been submitted for award of any other degree or diploma.

Date: Place: Faculty guide: __________________ Signature: ____________________ Core Faculty UnitedWorld School of Business, Mumbai

ACKNOWLEDGEMENTFirst of all I would thank almighty Allah for giving me immense courage & strength, and keeping me blessed in successful completion of this project. I would like to express my sincere gratitude to our Academic Dean Prof. Jayanta Sengupta for giving me an opportunity to undertake this project.I would like to personally thank Prof. Ramyani Dasgupta, my project guide for guiding me towards the entire project & providing me with valuable inputs from time to time. She has always been there to solve our problems in the best way as she can and understood the reason well, if in case we failed to submit the draft on time. UWSB staff for providing us with specific guidelines in preparing this project especially MS. Jeanne, Mr. Pravin & Mr. Uttam. Thank you so much without your help & support this project would not have been a success.Once again thank you so much Prof. Ramyani Maam, for your support & motivation.At the end I would like to thank each and every individual who has been a part of this project, provided me with some inputs, suggestions & recommendations

Thank you One & All

TABLE OF CONTENTS

Sr.NoTITLEPage. No.

CHAPTER 1

1.Executive Summary (Preface)7

CHAPTER 2

2.1Introduction8

2.1.1Research Objectives14

2.1.2Introduction to the Industry16

2.1.3 Introduction to the Company 20

2.2Review Of Literature31

2.3Making Of The Project Report 33

2.4Research Methodology34

CHAPTER 3

Analysis and Finding35

Interpretation Of Results 36

CHAPTER 4

4.1Conclusion46

4.2Limitation of the Report 47

4.3Suggestions & Recommendation48

ANNXURES

B-1Questionnaire50

References/Bibliography54

CHAPTER 1

EXECUTIVE SUMMARYRetailing is the final step in the distribution of merchandise- the last in the Supply Chain connecting the bulk producers of commodities to the final consumers. Retailing covers diverse products such as foot apparels, consumer goods, financial services and leisure. The organized retail sector has grown to 6% by 2010 and touch a retail business of $ 17 billion as against its current growth level of 3%, which at present is estimated to be $ 6 billion. As India moves towards the service oriented economy, a rise in this percentage is expected. The number of retail outlets is growing at about 8.5% annually in the urban areas and in towns with population between 1 lakh to 1 million; the growth rate is about 4.5%. Organized retailing is witnessing a wave of players entering the industry. These players are experimenting with various retail formats. Yet, Indian retailing has still not been able to come up with many successful formats that can be scaled up and applied across India. Some of the notable exceptions like Big Bazaar, Reliance Retail & Vishal Mega Mart who scaled their format across the country.The research project is undertaken with a view to analyze the method trends in buying behavior of consumers towards Organized FMCG Retail Outlets. The aim is to understand the effect of increasing income levels of consumers on the organized retail industry. To understand the consumer Psychology, Attitude and Browsing behavior. To study the existing customers suggestions and to recommend valuable suggestions & recommendations.

CHAPTER 2INTRODUCTIONEvery business conducted for the purpose of selling or offering for sale; any good, wares and merchandise, other than as a part of wholesale business to the final consumer can be defined as retail business.Retail is the second largest business in the United States both in number of establishments and the number of employees. The US retail industry generates $ 3.8 trillion in retail sales annually ($ 4.2 trillion if food service sales are included), approximately $11,993 per capita. The retail sector is also one of the largest worldwide.Wal-Mart is the worlds largest retailer and the worlds largest company with more than $ 312 billion (USD) in sales annually. Wal-Mart employs 1.3 million associates in the United States and more than 400,000 internationally. The second largest retailer in the world is finances Carrefour.What Is Retailing?Retailing is all the activities involved in selling goods and services directly to final consumers for their personal non business use.The word retail is derived from the French word retailer, meaning to cut a piece off or to break bulk. A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells individual items or small quantities to the general public or end user customers, usually in a shop, also called a store. Retailers are at the end of the supply chain. Marketers see retailing as a part of their overall distribution strategy.

TYPES OF RETAILINGRetailing can be classified under two heads: Store Retailing Non- Store Retailing

Store RetailingRetail stores come in a variety of shapes and sizes, and new retail types keep emerging.They can be classified by one or more of several characteristics: Amount of service Product line Relative prices Control of outlets Type of store cluster

1) Amount of service:Different products require different amounts of services and customer service preferences vary.Self service retailers:Customers are willing to perform their own Locate Compare - Select process to save money. Today self service is the basis of all discount operations, and typically is used by sellers of convenience goods (such as super markets) and nationally branded; fast moving shopping goods (such as catalog showrooms).

Limited service retailers:Retailers such as Sears and J.C Penrey, provide more sales assistance because they carry more shopping goods about which consumers need information. Their increased operating costs result in higher prices.Full service retailers:Like specialty stores and first class department stores, have sales people to assist customers in every phase of the shopping process. Full service stores usually carry more specialty goods for which customers like to be waited on. They provide more liberal return policies, various credit plans, free delivery, home servicing and extras such as lounges and restaurants.

2) Product line:Retailers can also be classified by the depth and breadth of their product assortments. The depth of a product assortment refers to the number of different versions of each product that are offered for sale. The breadth of the assortment refers to the number of different products that the store carries.Specialty stores carry a narrow product line with a deep assortment within that line. Examples include; stores selling sporting goods, books, furniture, electronics, flowers or toys. Today specialty stores are flourishing due to the increasing use of market segmentation, market targeting and product specialization.A department store carries a wide variety of product lines. Each line is operated as a separate department managed by specialist buyers and merchandisers.Super markets are large, low cost, low margin, high volume, Self service stores that carry a wide variety of food, laundry and household products.Convenience stores are small stores that carry a limited line of high turnover convenience goods. These stores located near residential areas and remain open long hours, seven days a week. Convenience stores much charge high prices to make up for higher operating costs and lower sales volume. But, they satisfy an important consumer need.Super stores, combination stores and hyper markets are all larger than the conventional super market. Many leading chains are moving towards super stores because their wider assortment allows prices to be 5-6 % higher than conventional super markets. Combination stores are combined food and drug stores. Examples are A & Ps family marts and Wal Marts - super centers. Hyper markets combine discount, super market and warehouse retailing, and operate like a warehouse.3) Relative prices:Retailers can also be classified by the prices they charge. Most retailers charge regular prices and offer normal quality goods and services at a higher price. Retailers that feature low prices include:Discount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume. Occasional discounts or specials do not make a store a discount store. A true discount store regularly sells its merchandises at lower prices, offering mostly national brands, not inferior goods.4) Control of outlets:About 80 % of all retail stores are independents accounting for 2/3 of retail sales. Other forms of ownerships include the corporate chain, the voluntary chain and retailer cooperative, the franchise organization, and the merchandising conglomerate.The chain store is one of the most important retail developments of this century. Corporate chains appear in all types of retailing, but they are strongest in department, variety, food, drug, shoe, and womens clothing stores. The size of corporate chains allows them to buy in large quantities at lower prices, and chains gain promotional economies because their advertising costs are spread out over many stores and over a large sales volume. The voluntary chain is a wholesaler - sponsored group of independent retailers that engage in group buying and common merchandising.The retailer cooperative is a group of independent retailers that set up a jointly owned central wholesale operation and conduct joint merchandising and promotion efforts.A franchise is a contractual association between a manufacturer, wholesaler, or service organization (the franchiser) and independent business people (the franchisees) who buy the right to own and operate one or more units in the franchise system.Merchandising conglomerates are corporations that combine several different retailing forms under central ownership and share some distribution and management functions. Examples include: Dayton Hudson and J.C Penney.

5) Types of store cluster: More stores today cluster together to increase their customer pulling power and to give consumers the convenience of one stop shopping.Central business districts: A central business district comprises of banks, departed stores, specialty stores, and movie theatres.A shopping center is a group of retail business planned, developed, owned and managed as a unit.Non Store RetailingAlthough most goods and services are sold through stores, Non store retailing has been growing much faster than store retailing.Traditional store retailers are facing increasing sales competition from catalogs, direct mail, telephone, home TV shopping shows, on line computer shopping services, home and office parties and direct retailing approaches.Non store retailing includes; direct marketing, direct selling and automatic vending.

2.1.1 RESEARCH OBJECTIVES1. To study the Consumers Perceptions towards various aspects of Mega Marts.2. To study the different demographic, psychographics and situational variables which are affecting the selections of retail outlets.3. To know the Products knowledge & promotional tools adapted by Organized Retailers in Mumbai.4. Understanding the needs of the customers.5. To study various parameters taken into consideration by customers, while making a buying decision.6. To study the satisfaction level of consumers for Organized FMCG Retail outlets like Hyper City, D-Mart, Big Bazaar, Reliance Super, Vishal Mega Mart. 7. To study about the changes those customers wants in these Organized FMCG Retail Outlets.8. To study about the quality, services, product range provided by these Organized FMCG Retail Outlets.9. To undertake a comparative analysis of Indian consumer buying habits at Local Kirana Walas v/s Organized Retail Formats in the city.10. To suggest improvements to these Organized FMCG Retail Outlets in the city.

2.1.2 INDIAN RETAIL INDUSTRYRetailing in India is one of the significant contributors to the Indian economy and accounts for 35% of the GDP. However this sector is in a fragmented state with over 12 million outlets operating in the country and only 4 % of them being larger than 500 sq. ft. in size. This is in comparison to 0.9 million outlets in USA, catering to more than 13 times of the total retail market size. Thus, India has the highest number of outlets per capita in the world with a variety spread retail network but, with the lowest per capita retail space (@ 2 sq. ft. per person as compared to 16 sq. ft. per person for USA).The Indian retailing industry is currently estimated $ 205 billion (Rs. 930,000 crores) and is expected to grow at 5% p.a. The current size of the organized retail market is $ 6 billion (Rs. 28,000 crores), thereby a mere 3% of the total retailing market with a projected growth rate of 25-30 % p.a. and it became $ 8 billion (Rs. 35,000 crores) by 2005 and $ 24 billion (Rs. 100,000 crores) by 2010, with its contribution to total retailing sales likely to rise to 9% by decade end.INDIAN RETAIL MARKET

The retail sector in India is highly fragmented and mostly owner-run Mom and Pop outlets. The entire sector is dominated by small retailers consisting of local Kirana shops, general stores, footwear and apparel shops, hand-cart hawkers and pavement vendors. These together form the unorganized retail or traditional retail. According to the Investment Commission of India (ICI) estimates, there are over 15 million such Mom and Pop retail outlets in the country.

In terms of total sales, one can find a wide range of estimates and this definitely reflects lack of sound official government data. ICI had estimated Indian retail sales figure at US$262bn for 2010, although market estimates ranged from US$200bn to as high as US$386bn for that year. Various agencies have made efforts to project the growth rate of the total retail market till 2013 and the figures hover around 13-15.5 percent

Emerging Trends in Indian Retail IndustryTier II phenomenonSmall towns with a population of 0.5 to 1 million ( like Surat, Lucknow, Dehradun, Vijayawada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi and Ludhiana etc.), are witnessing a defined increase in disposable income coupled with high aspiration levels leading to enhanced spending on consumer goods along with lesser aversion to credit. With consumption in metros with already being exploited (85% of retail sales as of now), these Tier II areas are fresh targets and are expected to contribute 20-25 % of organized retailing sales.Retailers are introducing contemporary retail formats such as Hyper markets and Super markets in these new pockets of growth. Mall development activities in these small towns is also picking up, creating quality space for retailers to fulfill their aggressive expansion plans. Keeping in view the relatively smaller size of the market, the average size of a retail mall in Tier II cities ranges between 1,00,000-120,000 sq. ft. in comparison with the larger metros where a number of malls measure over 5,00,000 sq.ft.Entry of International PlayersThe fight today is not between big Organized Retail Stores (3%) and unorganized Kirana shops (97%), but its between global giants like; Wal-Mart, Tesco and shoppers stop, pantaloons. Entry of these global players will impact the way Indian retailers operate, as much as it will change the way Indian consumers live and do their shopping. They will no longer be just dependent on their local Kirana shop for their everyday needs. They could just shop once a week or once a month at comparatively cheaper rates and remain hassle free. Indian retailer will also need to quickly come to terms with the market realities. On one hand they will fight size factor and the other hand great efficiencies.Emergence of New Retail FormatsCurrently the new sector in India is populated with the traditional mom & pop stores and some 1,000 odd supermarkets under organized retail chains. A daring few ventured into the organized hypermarkets with successful results and this format is being fast replicated by other players. This experience indicates that the Indian Consumer has matured to the next level of shopping experience. Given the Indian conditions and the vast diversity a single format may not be possible for the national presence, but region specific formats may evolve. An interesting fact is that of lack of presence of organized retail chains in the rural/semi-urban centers as over 60% of Indian population is still in these parts. An ideal no-frills model to start with would be ideal for the rural markets; this would help to take them to the next level of the supermarket experience.Specialty MallsKeeping in mind the astonishing pace with which new supply is expected to enter the market, many mall developers in a bid to offer a distinctive value proposition, are planning to develop specialty malls. These niche developments shall emerge as one - stop destinations in their chosen product categories. The Delhi - based Aerens Group has developed Gold Souk, an exclusively jewellery mall that is already operational in Gurgaon and has ambitious plans to replicate the concept across the country. Further a number of analogous developments like a wedding mall by omaxe group, Automobile Mall, etc. are also in the offering. In line with international trends, Home Malls offering the entire range of building and interior decor solutions are also coming up in various parts of the country including Pune (Ishanya promoted by Deepak fertilizers and petrochemicals corporation Ltd.), Gurgaon & Kolkata.Price CorrectionFallout of the surge in mall development activity shall be that developers will be forced to offer retailers prime real estate spaces at costs lower than those prevailing today, as the space required by retailers to fulfill their expansion plans is likely to be lesser than offered. This correction could result in a more structured retail real estate market that would allow retailers a higher margin on their real estate investments, thereby enabling them to expand faster. Further, the relatively over served cities could witness higher activity, as real estate space becomes more affordable, thereby, reducing the break even period for retailers. Moreover, under - served markets could provide enough margins to retailers to compensate for loss of margins in some of the over served markets.Transformations and Innovations of Supply Chain and Transportation LogisticsTo counter the unbeatable advantages of convenience of a hop, skip and a jump access and home delivery, organized retailers seem to have just one option offer attractive prices to the consumer. A successful retailers winning edge will therefore come from sourcing how best it can leverage its scale to drive merchandise costs down, increase stock turns and get better credit terms from vendors. Efficient supply chains can achieve this objective and fuel demand. The supply chain in India is full of inefficiencies a result of inadequate infrastructure, too many middlemen, complicated laws and an indifferent attitude.More Use of TechnologyRetailing; as discussed before is at a nascent stage in India. The complicated information systems and underlying technologies are in the process of being established. Most grocery retailers like Food World have started tracking consumer purchases through CRM. The lifestyle retailers through their affinity clubs and reward clubs are establishing their processes. The traditional retailers will always continue to exist but organized retailers are working towards revamping their business to obtain strategic advantages at various levels market cost, knowledge and customer. With differentiating strategies value for money, shopping experience, variety, quality, discounts, advanced technologies, change in the equilibrium with manufacturers and a thorough understanding of the customer behavior, the ground is alls et for the organized retailers.

Community InvolvementFootfalls in most malls are observed to be significantly higher on weekends. To ensure regular walk-ins on weekdays, mall developers have started to focus on involving the local community. They have recognized that their centers need to be entertaining, and that shoppers want their malls and town centers to blend with and reflect their own communities. Their philosophy today is thus to create a center where people would want to stay well beyond their shopping time to enact the rituals of urban life. Activities like karate classes and painting competitions for children pull their salary earning parents to visit the mall. For example, South - dale Mall, USA contains a school, an auditorium, an ice skating rink and even a zoo for the same reason. Dandia and Navratre parties at Ansal Plaza and Festival Parties at other malls also have the same objective. The present best example would be the Infinity & Inorbit Mall within our locality is trying to offer the complete family solutions with the delicious food courts to advanced gaming zones.

2.1.3 INTRODUCTION TO THE COMPANY

RELIANCE RETAIL PVT. LTDRELIANCE SUPERGrowth through Value Creation With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited, a subsidiary of RIL, was set up to lead Reliance groups foray into organized retail. With a 27% share of world GDP, retail is significant contributor to overall economic activity across the world. Of this, organized retail contributes between 20% to 55% in various developing markets. The Indian retail industry is pegged at $ 300 billion and growing at over 13% per year. Of this, presently, organized retailing is about 5%. This is expected to grow to 10% by 2011. RRL has embarked upon an implementation plan to build state-of-art retail infrastructure in India, which includes a multi-format store strategy of opening neighborhood convenience stores, hypermarkets, specialty and wholesale stores across India. RRL launched its first store in November 2006 through its convenience store format Reliance Fresh. Since then RRL has rapidly grown to operate 590 stores 13 states at the end of FY 2007-08. RRL launched its first Reliance Digital store in April 2007 and its Indias largest hypermarket Reliance Digital. This year, RRL has also launched its first few specialty stores for apparel (Reliance Trends), footwear (Reliance Footprints), jewellery (Reliance Jewels), books, music and other lifestyle products (Reliance Timeout), auto accessories and service format ( Reliance AutoZone) and also an initiative in the health and wellness business through Reliance Wellness. In each of these store formats, RRL is offering unique set of products and services at a value price point that has not been available so far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing network of 590 stores which operate in 57 cities. During the year RRL also focused on building strong relationships in the agri-business value chain and has commenced marketing fruits, vegetables and staples that the company sources directly to wholesalers and institutional customers. RRL provides its customers with high quality produce that has better shelf life and more consistent quality than was available earlier. RRL has made significant progress in establishing state-of-the-art staples processing centers and made them operational by may 2008. Through the years, RRL has also expanded its supply chain infrastructure. The company is fully geared to meet the requirements of its rapidly growing store network in an efficient manner. Recognizing that strategic alliances are going to be a key driver to its retail business, in FY 2007-08, RRL established key joint ventures with international partners in apparel, optical and office products businesses. Further, RRL will continue to seek synergistic opportunities with other international players as well. This year, RRL will continue its focus on rapid expansion of the existing and the other new formats across India. Mukesh Ambani promoted Reliance Retail has launched its 1st hypermarket Reliance hypermarket in Ahmedabad that will sell from produce to general merchandise at budget friendly prices even as the company mulls setting up 500 such superstores across India by 2010.

SWOT ANALYSIS OF RELIANCE RETAIL LTD.Strengths:- Indias biggest conglomerate. First to start retail trend in India . Market value US $ 35 billion Turnover of US $ 27 billion in 2007. Investing US $ 5 billion in pan-India retail including both small & super stores. Generating 1 million jobs Reaching annual sales of US $ 25 billion by 2011 Free membership card to its customer. Firsthand knowledge of retail business. Small retailers are powerful lobby that made RIL to take on international giants. Latest software and technology used like SAP, Retalix (used by wall mat except reliance retail ltd.) Weakness:- Lack of detailed region specific customer data. Less data on spending pattern. Lack of trained personnel at all level. Insufficient ERP,SCM Insufficient stock No proper system to solve customer complaints regarding products.Opportunities:- India ranks 1st for top international destination for retail investment. U.S $ 350 billion retail market 96% market share is held by 12 million family run shops. 4th largest economy in purchasing parity terms after US, China & Japan. Retail sector will grow 35% in 2008 Virgin territory for organized retail investment 2-6% of total retail Expected to increase to 15-18% by 2011 Food retailing is expected to grow to US $ 1.6 billion Apparel to increase by 9.5% by 2010Threats:- Wall Mart Future group Big Bazaar, Pantaloons, brand factory, e- zone, central mall, furniture bazaar etc. Spencer Aditya Birla Group Peter England people store, more Tata group Westside, Tanishq store, Titan store, Star India Bazaar, landmark, Croma

VISHAL MEGA MARTVishal Mega Mart is the retail house in India. As of April 30, 2007 it operates 50 retail stores, including two stores which are operated by their franchisees. The 50 stores are spread over about 1,282,000 sq.ft and are located in 18 states across India. In its efforts to strengthen their supply chain, it has set up seven regional distribution centres and an apparel manufacturing plant.It started as a retailer of ready-made apparels in Kolkata in 2001. At the time of incorporation, the registered office of their Company was situated at 4, R.N. Mukherjee Road, Kolkata 700 001. In 2003, it acquired the manufacturing facilities from Vishal Fashions Private Ltd and M/s Vishal Apparels.It follows the concept of value retail in India. In other words, their business approach is to sell quality goods at reasonable prices by either manufacturing themselves or directly procuring from manufacturers.(Primarily from small and medium size vendors and manufacturers) it facilitates one-stop-stop convenience for their customers and to cater the needs of the entire family. It believes this concept has helped them grow to their current size within a short time frame of their years. Mr. Ram Chandra Agarwal has been ranked the 28th most pitiful person in the Indian retail industry.

Big BazaarAs the name sounds it is both big and bazaar. It is unlike, say, a Walmart or even a Food world. Big Bazaar is almost an air-conditioned version of Indian bazaar. It is slightly orderly version of, say Chickpet for Banglore guys or Dadar for Mumbaikars. There is huge crowd which can move in almost ant direction. You can buy anything (pretty much everything is available at Big Bazaar). It is not a place where you can browse through at leisure and pick up a few things here and there. This is a place if you are serious about shopping. The worst part is the checkout counter, where the line can stretch as much as a line for a famous Ganpati Pandal or a cricket match. Parking is also a pain too.But the place ticks, in both Hyderabad and Bangalore, the outlets dont have a place for customers to stand especially on weekends. Customers wait outside it some before it opens in the morning. Mumbai is slightly better. Big Bazaar offers good prices really very good prices that tempt customers to buy. Apart from price chopping, there are deals ( 2 for the price 1 or prices reduced on a combination etc.). The perception of Big bazaar is that it facilitated some serious savings on grocery shopping. It works and makes no mistakes for Big Bazaar , it attracts the well heeled as much as it attracts the Raju from across the street. That has worked for Big Bazaar because it has been able to connect with the all class customers in the right manner. They had filled a need gap which was there in the market. Apart from that, their competence in providing at lowest prices and greater quality in an ambience much better than what the customer were used to, has also contributed to their success.The focus is on continuing to provide value for money to customers by providing exciting offers throughout the year. It will be facilitated by constantly working on its buying and supply chain efficiencies. Having already achieved economics of scale and size, they intend to better their gains by opening new stores regularly.One of the key philosophies of Mr. Kishore biyani is rewrite rules, retain values. In essence. It means they dont take anything as fixed. They are constantly on the lookout for finding new ways and means to improve the current state of affairs. Thus innovation is very important aspect of their working strategy. The other very important philosophy is that of being an Indian. All their concepts and formats as well as the way they go about things are very Indian. The way Big Bazaar is designed and the way the whole concept has developed reflects a sense of being an Indian.

Hyper city Retail (India) Ltd.Hyper city Retail (India) Ltd (Hyper CITY) was incorporated in May 2004, as an associate company of Shoppers Stop which has a stake of 19% in Hyper CITY. Hyper CITY opened its first store in Mumbai in 2006. It is operational in the format of hypermarket/supermarket in India.

The company offers a wide range of product segments like food, home ware, home entertainment, appliances, furniture, sports, toys and fashion. The company provides a wide array of exclusive brands across all segments like Fresh basket, Hyper CITY, Waitrose in food & grocery; Ebano and Avorio in home, dcor & furnishing; Vive, City Sense, City Style, City Life, River Inc. in fashion segment; Technix in household appliances and Raleigh & Maxit in sports segment. It also has in-store restaurants named Desi Cafe and Brio.

Hyper Citys new format Gourmet CITY is a food store having juice bar, salad counter, bakery, tea and coffee bars, hand-made chocolates, freshly baked breads and many more. Hyper CITY has partnered with JHP of London for in-store design, JDA for technology infrastructure, Johnson Diversey for cleaning and hygiene products & services.Vision: - To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices.Objective:- To provide an international shopping experience. To be committed to extending high standards of customer service. To be one destination for customers for all kind of products.

Positioning:- HyerCity format offers a true one-stop shopping destination with authoritative assortments in every category. HyperCity Outlets are for upper middle class income group. HyperCity have multiple brands products along with their own brands of products too which are available at not very high price.Target Consumer:- Upper & Upper middle income group Families & not just individuals They target the upper income consumer with a quality shopping experience. And target the middle income group be giving them a one stop destination for all shopping needs. HyperCity ( Malad Store)The Hyper city store is situated over 1.20,000 sq feet area. Its merchandise area 80,000 sp feet & consists of 1, 16,000 Skus in the store.The store is divided into two sections i.e. it has 2 floors. The 1st floor has all the grocery and household items that includes fruits, vegetables, diary, poultry etc. the 2nd floor consists of HAM ( Hi- Tech, Appliances, Multimedia), furniture, garments, sports materials etc. It also has a pharmacy, Presto Dry Clean and a Vodafone gallery.The store timings are from 10.00 am to 10.00 pm working from Monday to Sunday. There are 30 billing counters in the store, 26 are at the ground floor & 4 are at the 1st floor.Number of staff is approximately 328, out of which 280 are service associates and the number of shifts is 3.

D MartD Mart, the R K Damani- promoted retail chain, is Maharashtra and Gujarat which gives an amazing shopping experience from the Upper Class to the Lower Middle Class of the society. It is located at Palm Spring, Link Road, Malad west just ahead of Infinity Mall.D Mart provides a truly shopping experience, where customers can shop in comfort in a large, modern, exciting environment and stocks an astonishing array of products ranging from groceries, food, house items, fresh food, garments to consumer durables and offers consumers more variety and value for money, all under one roof. D Mart is planning to to go national in the next couple of months, by opening stores in key cities such as Bangalore, Delhi, and Hyderabad. The nine-year-old chain would add at least 25 stores in the next one year to its existing 33 stores in Maharashtra & Gujarat. The retailer recently opened a 25,000 sq ft store in Hyderabad. R K Damani is one of the biggest stock market investor in the country. He will open the stores whenever he finds the right opportunity. He will mostly focus on key cities. Though D Mart was among the few retailers who owned properties rather than leasing them out, it is also looking, at taking properties on rent to increase its footprint. D Marts expansion plan coincides with the plans of other retail majors, such as Bharti Retail and reliance Retail, who have already hit the expansion trial, following recovery in economy and consumer spending.D Mart says they want to be good at what ever they do, at the same time match up to the competition, if they need to survive and grow. For instance D Mart does not retail its private labels, as it does not have the scale to do so, while retailers such as Kishore Biyanis Future Group, Aditya Birla Retail and Reliance Retail have invested in private labels.D Marts slow expansion became a boon for its last years economic slowdown proved painful for retailers, especially for the mid-size ones, as curbed spending to save cash. While Chennai based Subiksha shut 1,600 stores after defaulting on loans, Delhi based Vushal Mega Mart Retail is struggling with its corporate debt restructuring (CDR) cell. While Mumbai based Foodlands Fresh and Delhi based Triveni Engineering shut al their stores, Wadhawan group promoted Spinach has closed over 60 stores in the last 18 months.The mid-size retailers expanded too much, that is the reason they went down. If D Mart can grow slowly, they can do well too in the coming days.

AN INVESTIGATION OF CONSUMER BROWSING BEHAVIORBrowsing behavior is a significant form of consumer behavior which can occur independently of specific purchase occasions. The focus of the present study is upon a different aspect of non-purchase consumer behavior-browsing. Most of us at one time or another has visited a retail store without a particular purchase in mind. Such browsing may be done 'for the fun of it," to see new developments in a product class, or perhaps just to fill time while waiting. Given the pervasiveness of browsing behavior among consumers, it is surprising that this element of consumer behavior has received so little research attention.For purposes here, browsing is defined as the examination of a store's merchandise for recreational or informational purposes without a current intent to buy. As defined, browsing is both a form of leisure activity and a form of external search behavior. Browsing can provide a consumer with a way to spend a rainy afternoon and in addition it can add to the individual's store of information concerning new product developments, brand differences, or sale prices. Furthermore, the search aspect of browsing may be pleasurable in and of itself. The browser can satisfy his/her curiosity motives and add to feelings of self-esteem through the acquisition of product-specific or marketplace expertise.2.2 REVIEW OF LITERATURERetail is Indias largest industry. It accounts for over 10 percent of the Indias GDP and around eight percent of the employment. Retail sector is one of Indias fastest growing sectors with a 5 percent compounded annual growth rate. Indias huge middle class base and its untapped retail industry are key attractions for global retail giants planning to enter newer markets. Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is expected to grow 25 percent annually. It is expected that retail in India could be worth US $ 175-200 billion by 2016.As the nature of the study is survey. Nature of the data is primary by Questionnaire to customers. The same study particularly in Mumbai location and for the same retail outlet is difficult to find. General information related to catchment analysis and retail stores are available but are not appropriate to mention all those information here.Theoretical concept is taken from the different books as mention in the references. The other information is taken from the different sources as mentioned in references.The Organized retail industry in India had not evolved till the early 1990s. Until then, the industry was dominated by the Un- Organized sector. It was a sellers market, with a limited number of brands, and little choice available to customers. Lack of trained manpower, tax laws and government regulations all discouraged the growth of organized retailing in India during that period. Lack of consumer awareness and restrictions over entry of foreign players into the sector also contributed to the delay in the growth of organized retailing.Foundation for Organized retail in India was laid by Kishore Biyani of Pantaloon Retails India Limited (PRIL). Following Pantaloons successful venture a host of Indian business giants such as Reliance, Bharti, Birla and Others are now entering into retail sector.A number of factors are driving Indias retail market. These include: increase in the young working population, hefty pay-packets, nuclear families in urban areas, increasing working women population, increase in disposable income and customer aspiration, increase in expenditure for luxury items, and low share of organized retailing. Indias retail boom is manifested in sprawling shopping centers, multiplex- malls and huge complexes that offer shopping entertainment and food all under one roof.But there is a flip side to the boom in the retail sector. It si feared that the entry of global business giants into organized retail would make redundant the neighbored Kirana stores resulting in dislocation in traditional economic structure. Also, the growth path for organized retail in India is not hurdle free. The taxation system still favors small retail business.A perfect model for retail is still in evolutionary stage. Procurement is very vital cog in the retail wheel. The retailer has to fight issues like fragmented sourcing, unpredictable availability, unsorted food provisions and daily fluctuating prices as against consumer expectations of round-the-year steady prices, sorted and cleaned food and fresh stock at all times.Trained human resources for retail is another big challenge. The talent base is limited and with the entry of big giants there is a cat fight among them to retain this talent. This has resulted in big salary hikes at the level of upper and middle management and thereby eroding the profit margin of the business.But retail offers tremendous for the growth of Indian economy. If all the above challenges are tackled prudently there is great potential that retail may offer employment opportunities to millions living in small town and cities and in the process distributing the benefits of economic and resulting in equitable growth.

2.3 MAKING OF THE PROJECT REPORTPROJECT TITLETo study the Consumer Attitude (Buying Behavior) towards the Organized FMCG Retail Outlets.Consumer AttitudeConsumer attitude helps the organization to understand the purchasing pattern of consumer. For example customer wants to buy from local Kirana store (Mom & Pop store) because of location is convenience for them. If the retailer comes to know what exactly is the reason of purchasing so the retailer can change his store accordingly, because the main reason for the existence of retailer is customer and I have to change according to customer.Consumer Attitude is very important in Retail consumer attitude means the behavior which a consumer shows while purchasing. The consumer shows different consumer attitude because of different names Demographics Psychographic SituationThe main aim of this project is to find out The Attributes that customers keep in mind while purchasing from Organized Retail Outlets. Location Ambience Pricing Quality Variety Customer Services

RESEARCH METHODOLOGYIn order to accomplish the objective of the study, it is essential to articulate in manner in which it is to be conducted. The Research study was conducted in Mumbai, the area where maximum research work was carried out is Malad, as all the outlets are present in the close vicinity and it was the most feasible area for me. RESEARCH DESIGNThe research is descriptive in nature. The study is aimed at describing the existing phenomenon of Consumer Buying Behavior. For that matter I will consult various magazines, newspapers, books, reference materials and internet. PRIMARY DATAQuestionnaire Survey: A questionnaire survey was conducted for the purpose of the study. The questionnaire was designed to find out the Consumers Buying Behavior at Organized FMCG Retail Outlets. Collected information was analyzed under the light of the literature and survey. SECONDARY DATASecondary data is the data, which already exists. Secondary data was collected mainly through the internet, company websites and some are taken from books and articles.

2.4 SAMPLING DESIGNRandom Sampling Method was used.Sampling Element: The basic elements were studied mainly through the Customers visiting the selected retail outlets and the person in- charge of the Stores.Sample Size: 150 Customers, Customers from each Mega Mart were personally interviewed and were asked to fill up the questionnaire.

STATISTICAL TOOLS USEDSpecially Structured QuestionnaireCustomers perceptions towards different aspects of Mega Marts were compared by using Help of Likert scale, ranking based model and multiple choice based questions were also used.

CHAPTER 3ANANLYSIS OF QUESTIONNAIRE1) Out of these Organized Retail Outlets, which you have visited the most?

This Question was asked so as to find out the customers preference in visiting organized retail outlets.

I tried to find out how many customers visited all the organized retail outlets and the one frequently visited by them.

It was found that almost all the respondents had visited Big Bazaar & Dmart.

36% of people said they visit Big Bazaar the most because of its presence in most of the places while 7% said they visit other outlets.

Thus we can conclude that customers are keener towards the proximity and reach of the outlets. 2) How many times do you visit the organized retail outlets in a month?

This question was asked to the customers to find out from which outlet they generally purchase. It was found that most of them purchased from Big Bazaar & D Mart, they are habituated to purchase as they are the oldest in the market & have wider network. These outlets have captured the customers psychology and have good reputation in the market.

As per the survey, 47% of people visit the Mega marts only once in a month because of time, convenience & monthly budget. 33% of people said they visit 2-3 times in a month especially to buy fruits & vegetables, beverages etc. 7% of the sample size population visit more than 5 times especially during weekends with friends just to browse & visit the food courts.

Thus we can say conclude that since India has the largest youth population, so the Browsing Behavior is the most common behavior noticed among them, having a food court, outlets such as Coffee Caf Day, Chat Centers, Ice-cream parlors etc, can increase the footfall of the Mega Marts.If Big Bazaar comes up with the concept of food courts inside their Mega marts than it can give the same amazing experience like that given by HyperCity or any other Mall and attract all class of people in the society.

3) How frequently do you purchase?

As per the survey conducted,

People are purchasing their daily needs from Mom & Pop stores because of convenience and location as these stores are situated near to them. It has been observed that 67% of the population purchase on monthly basis because that is the time when they have sufficient money to carry out the purchase and store it for a month. Whereas 6% of population purchases Fortnightly depending on the requirements, family size, special occasions etc.

Thus we can say that it is this 67% of population moving slowly from local Kirana Wala to Organized Retail Outlets for purchasing their necessity goods.

4) How far you have to travel to go for purchasing?

It has been observed that people always prefer to buy their needful from the nearest outlet or store possible.

As per the survey,

48% of populations dont like to travel long distance to do purchasing; they prefer the outlets which are within the vicinity of 3 kms.

While in place like Mumbai where Traffic is the biggest obstacle, nobody prefers to travel more 5 kms to do purchasing.

Thus we can conclude that Location is the most important criteria for organized retail outlets, the more closer the outlet that better the footfall.

5) When do you purchase more (in bulk)?

The question was designed to find out the purchasing trend followed by the customers. The core aspect was to find out when they carried out the bulk purchase. More than 32% of people purchase in bulk during special discounts & festive offers.

22% of population does the bulk purchasing during the 1st week of the month, these are service class people as their salary is credited on 1st week of every month.

Some families dont like to spend much time in shopping as this disturbs their monthly schedule.

While 4% of the population responded they do the bulk purchasing during End of the month.Thus we can say that special offers & schemes drive the customers to outlets and at the same time help in increasing the sales.6) What is your average one time purchase at organized retail outlets in Rupees?

This question was asked to the respondents to find out how much of their monthly budget was spend on shopping from organized retail outlets. It is found that around 37% of the population spends around Rs 2500- 5000 of their monthly income on shopping from organized outlets.

9% of the respondents spend above Rs 5000 on shopping from these organized outlets. This segment mainly comprises of the upper class of the society.

Thus we can say that upper middle class & middle class of the society form the main target segment in purchasing from these outlets.

7) In buying products at organized retail outlets you are sensitive towards:

This question was asked to the customers to find out their perception about the different attributes while purchasing from organized retail outlets. As Indian customers are price sensitive, 42% of the population feels Price is the most important attribute while purchasing from organized outlets.

27% of the respondents give major weight age to the quality of the product that are being sold.

9% feel ambience is also very important for the survival of these organized outlets.Thus we can conclude that Indian customers are Price sensitive but at the same time Quality oriented. So a combination of affordable Price to good Quality should be maintained.

8.) Kindly rate below the parameters of an organized retail and unorganized retail based on your preferences?

This question was asked to derive a comparative analysis on the attributes of Organized and Unorganized Retail Outlets.From the graph we can say that all the attributes of Organized Retail Outlets on an average have a scale reading of score 4 and above, which states that almost all the parameters of Organized Retail Outlets are ranked much higher as compared to Unorganized Retail Outlets. India is slowly and steadily taking a shift towards adopting the modern organized retail formats and Indian Consumers are experiencing a change in their buying habits, along with the Metros most states are seen to have a paradigm shift in their purchasing pattern from Local Kirana Walas to Organized Retailers.

INTERPRETATION OF RESULTS Most of the people prefer to purchase their daily needs products from Mom & Pop stores and street vendors because of convenience in location. 50% of people come to know about the organized outlets through print media, public relations and good viral marketing so outlets should try to be focused on these communication channels. Consumers prefer to purchase from nearest organized retail outlets according to Location Pricing & discounts Quality Variety Customer service It has been observed that in Mumbai city that there is no fix time of purchasing daily need products but, whenever the need arises they immediately purchase it. While conducting the survey the sample size responded accordingly Prefer to buy:- Fruits & Vegetables n daily basis as they are perishable Grocery and staple items on monthly basis Beverages & Snacks are preferred to buy on weekly basis. Ready to eat foods like Maggie, Biscuits, Namkeens & Khakharas also form a part of consumers weekly purchase. Consumers dont prefer to eat frozen foods and readymade foods like frozen vegetables and meat much. The response for Big Bazaar, D Mart, HyperCity, Reliance Super etc from the survey is quite good, about 80% of the sample size have visited at least one of the above stores. Most of the people like to visit nearest organized retail stores in their locality, to save time & money. The survey reveals customers are satisfied with the service provided at organized retail outlets as compared to the unorganized one, but still feel that customer service associates need to be trained for better results.COMPARATIVE ANALYSIS OF INDIAN CONSUMERS BUYING HABITS AT LOCAL KIRANA WALAS TO MODERN RETAIL FORMATS. (ARTICLES)INDIAN CONSUMERS ARE CROSSOVER SHOPPERS: NIELSEN STUDYPriyanka Joshi, a school teacher in western Mumbai, buys her monthly provisions from a Big Bazaar outlet 2 km from her house, but gets bread, eggs and even rice from an old grocery just outside her society.There are usually great bargains for branded products in new retail formats. However, for the day-to-day grocery items such as bread, biscuits, sugar or pulses, we depend on neighborhood stores, where they understand specifications of our kind of rice and pulses. Such stuff is not available in modern retail chains, says the mother of two children.Most urban consumers in the country, like Priyanka, are crossover shoppers, frequenting both modern retail and neighborhoods groceries for different needs, says a new study by The Nielsen Company that strengthens the case for allowing multinationals such as Wal-Mart and Carrefour enter the $410-billion retail market in India.Coming in at a time when the government has revived the debate over allowing foreign direct investment in multi-brand retail by seeking feedback from various stakeholders that has ministries, opinion leaders and small and big businessmen lining up on either side, the one-year-long study clearly suggests that modern retail and pop-and-mom shops can coexist.With the shopper moving fluidly between modern and traditional trade, both sides of the retail universe are well positioned to cultivate shopper loyalty and marketers have multiple points of sale to influence the same shopper, The study, conducted among 3,000 plus shoppers across 11 cities and Nielsens national panel of retailers during the 12 months ended September last, suggests that the value hunting Indian consumer visits modern trade formats such as HyperCity, Big Bazaar, Spencers , DMart , More and Reliance Fresh for her monthly purchases, while frequenting traditional groceries for her daily purchases.I avoid going to the large formats to pick up a few daily essentials. I hate waiting in long queues and getting bar codes checked, says Sarita Joshi, a homemaker living in Nerul, an eastern suburb of Mumbai. It is equally tough returning products to big retailers or getting the money back which my neighborhood kirana takes care of with just a phone call, she adds.Grocers are betting on their unique strengths such as customer relationships, home delivery and credit facilities, besides expanding product portfolio, to hold their ground against increasing competition from big retailers, which account for only 5% of the total retail market but are growing 30% a year.

Our services such as buying back sold goods, home delivery, monthly credit and customized groceries are very difficult for modern trade to replicate, says Ramniklal Jadavji Cheda, president of Retail Grain Dealers Cooperative Society, the biggest mom-and-pop association in Mumbai with around 9,200 members.Also, many grocers now place purchasing orders jointly to bargain better with suppliers and sell products at competitive rates.A Fair WorldAllowing foreign direct investment in multi-brand retail has been a vexed issue for many years now. It returned to the public domain when the commerce ministry came up with a discussion paper in July, inviting views from all stakeholders.Last month, worlds largest retailer Wal-Marts CEO, Mike Duke flew down to the country, days before US President Barack Obamas visit, to hard sell the benefits of international competition in multi-brand retailing to Indian consumers as well as small grocers.While commerce and industry minister Anand Sharma and the Planning Commission have supported FDI in retail, those opposing the idea include micro, small and medium enterprises (MSME) ministry and communications & IT ministry, besides different associations of small retailers.The biggest fear is that the arrival of the likes of Wal-Mart, Carrefour and Tesco will lead to a huge loss of jobs in traditional retail sector, which is considered the second-largest employer in the country after agriculture with more than 20 million people across some 12 million shops and accounting for more than 95% of total sales.

THE LATEST NIELSEN STUDY ALLAYS THAT FEARThe Indian shopper, it says, flits across formats to buy different items from each store type. For instance, they visit neighborhood paan shops for salty snacks and chocolates, chemists for deodorants and milk beverages, and modern trade outlets for branded grocery and liquid toilet soap.While modern trade is driving sales of premium household and food categories, traditional trade has begun selling more personal grooming products such as hair conditioners, fragrances, deodorants and hair dyes than ever before. Diapers, liquid soap, washing products and squashes are selling equally big from both the channels.Grocers Grow SmarterPrice is a big factor though, of all the shoppers who participated in the Nielsen study, nearly 40% said they know the prices of most items in both modern and traditional trade formats, while 45% said they notice a difference in prices between the two formats.

Big retailers have an edge here, thanks to their ability to check operational costs, bargain hard with suppliers and launch private labels.According to another Nielsen study, modern retail dropped prices by more, or increased them by less, for more product categories than traditional retailers, or kiranas, between the October-December 2009 quarter and the January-March 2010 quarter.Small grocers too now offer decent discounts to consumers, thanks to joint purchases and tie-ups with top consumer product companies such as Hindustan Unilever, Procter & Gamble, Godrej Consumer Products, Dabur and Marico.Bharatiya Udyog Vyapar Mandal, the biggest association of mom-and-pop stores in the country with more than 5 million members, has formed city-centric associations to negotiate directly with manufacturers and do away with any middlemen. This has helped kiranas offer 5-20 % discounts on MRP of branded products like detergents, shampoos, soaps, oil and atta.They are helped by FMCG players, which are facing increased competition from private labels, or own-brands, of big retailers and are under constant pressure to increase retailers margins. Programmes such as Hindustan Unilevers Perfect Store and Daburs Parivar adopt kiranas and teach them category management and effective merchandising to make them more engaging and presentable.Stores are a reflection of the aspirations of any society, says Godrej Consumer Products executive vice-president, marketing, Tarun Arora. Although modern trade is roughly around 6% of total retail, traditional stores have learnt a lot from it and consumer companies have become catalyst in the process, resulting in the emergence of crossover shoppers, he adds.All this has left consumer the winner. She gets never-before bargains from modern retail and never-before service from small grocers. Attitude of kirana owners has changed a lot, especially in areas where catchments of modern retailers and mom & pop stores are the same, says Ashwin Merchant, a Mumbai-based independent marketing advisor.The countrys largest retailer Future Groups director, food strategy, Damodar Mall says that any format, whether traditional or modern, that meets consumer needs effectively will do well. Modernization of all trade is in favour of the consumer, he adds.

CHAPTER 44.1 CONCLUSION From above survey we conclude that The main factors that affect the retail business in location Indians Consumers are price sensitive they seek value for money so price also matter for Indian customers. The purchasing pattern of the people in one location is totally different from other location in Mumbai city. Customers service is not so much important in grocery retail, Quality & Price matter a lot The reason for which people prefer to buy from organized retail store is variety of product available under one roof and customer has not to move from one shop to another shop for his/her daily needs. Most of the people in Mumbai use to purchase their daily needs whenever they require.After the whole project I can conclude my work as per the following points.1. The main factor that affects the retail business is the Location.2. Indians are price sensitive they seek value for money so price also matter for Indian customers.3. The purchasing pattern of the people in one location is totally different from other location in Country.4. Customer service is not so much important in grocery retail, quality & price matter a lot.5. The reason for which people prefer to buy from organized retail store is variety of products available under one roof and customers has not to move from one shop to another shop for his/her daily needs6. Most of the people use to purchase their daily needs whenever they require.7. Organized Retail is still a new concept in India and holds a lot of potential in coming years.

4.2 LIMITATIONS OF THE STUDY Time was the major constraint which prevented me to put in more effort Some people left few questions unanswered. Some of the respondents were not ready to fill the questionnaire Not all the respondents were cooperative thus it was difficult to convince them for filling up the questionnaire Some of the respondents might have filled up the questionnaire just for the sake of filling. This could have been biased or deviated my analysis. I made an extra effort in conducting the research but might have lacked somewhere because of lack of expertise in conducting such survey based research.

4.3 Suggestions & RecommendationsCustomer Suggestions I have asked some of the customers to give suggestion to make it better place for shopping. Some of the valuable suggestions are as follows:- Pricing of products should be low inside the outlets as compared to outside stores. Most of the customer suggested that the fruits and vegetables must be fresh in stores otherwise its not worth. Non- vegetarian & some of the vegetarian items should not be frozen for many days because it loses its nutritious contents. Credit facility must be provided to the customer just like local Mom & Pop (Kirana wala) provides. CSAs should be well trained to provide good customer service. Big brands must improve service quality as its name is big (reputed) in the market. There must be enough number of POS and all must be in working conditions during peak hours because customer has to wait in queue. All items must be in enough quantity some time customer finds some items out of stock (butter milk, curd, butter etc.) More discounts schemes should be available in the other stores as like Big Bazaar. Home delivery service system should be started.

RECOMMENDATIONS As people prefer to buy from local kirana store because of location so the company has to open its new stores at very main location in the city because the most important thing in Retail is well structured Layout at right location. As per the survey conducted most of the people came to know about organized outlets because of good PR so company must put more emphasis on this channel of communication and promotion means through print media. As Indian customers are Price Sensitive and at the same time Quality oriented so a good combined strategy should be used. As customer prefer to buy fruits and vegetables on daily basis, grocery items on monthly basis, beverages and snacks on weekly basis and ready to eat food whenever they require so companies must have all the items on shelves accordingly. People dont prefer to buy frozen foods and mostly prefer to eat homemade foods, outlets should try to avoid freezing the foods for many days in store to save inventory cost. Many customers recommended that the CSAs should be well trained about the products and should approach the customer from front to increase the sale of the store. As most of the customers are from middle & lower income group, so there should be merchandises according to their needs. Most of the crowd visit retail stores as a leisure time activity so retail stores should use some strategy to generate some income from such people. As women do maximum purchasing and visiting the store, store should carry items which can increase the attention of the women.

ANNXURESConsumer Buying Behavior at Organized Retail Outlets

Name: _____________________________ Occupation: ____________________Age: ___Location: ______________Sex: Male FemaleNo. of Members in House: ______Monthly Expenditure ___________ Approx.

Questionnaire1) Out of these Organized Retail Outlets, which you have visited the most? Hypercity Dmart Big Bazar Reliance Super Vishal Megamart Others___________ 2) How many times do you visit the organized retail outlets in a month? Once 2-3 times 3-4 times More than 5 times 3) How frequently do you purchase? Daily Weekly Fortnightly Monthly More than a Month4) How far you have to travel to go for purchasing? Less than 3 K.M 3 K.M 6 K.M 3)7 K.M 10 K.M More than 10 K.M 5) When do you purchase more (in bulk)? First week of month Mid of the month End of the month When required During special discounts6) What is your average one time purchase at organized retail outlets in Rupees? Rs 500 1500 Rs 1500 - 2500 Rs 2500 5000 Rs 5000 & above7) In buying products at organized retail outlets you are sensitive towards, Price Quality Variety Customer service Ambience of the store8.) Kindly rate below the parameters of an organized retail and unorganized retail based upon your preferences?ParameterOrganized Retail(rate)(1-Poor, 5- Best)Un-Organized Retail(rate)(1-Poor, 5- Best)

Price1234512345

Quality1234512345

Variety1234512345

Location1234512345

Service1234512345

Everything at one Place1234512345

Offers1234512345

Relationship1234512345

Ambience1234512345

Home Delivery1234512345

Faster1234512345

9) What motivates you to buy at organized retail outlets rather than other stores? Please comment----------------------------------------------10) What changes would you like to see or recommend in the present format/layout of these outlets..ORGANIZED OUTLETS__________________________________________UNORGANIZED OUTLETS________________________________________11) Any Good or Bad experiences you would like to share while shopping at retail outlets.________________________________________________________________________

Thanking you, for your precious time.

BIBLIOGRAPHYEconomic times retail news (December 4, 2010)Article by Knight Frank Researchhttp://retail-guru.com/indian-consumers-are-crossover-shoppers-nielsen-study/http://www.indianbusiness.nic.in/economy/retail.htmhttp://www.thoughtsofanordinaryman.com/2008/06/review-reliance-super-mumbai.htmlhttp://www.financialexpress.com/news/bharti-launches-easy-day-stores-in-ludhiana/297827/http://bigbazar.comhttp://www.retailindustry.about.com/http://hindubusinessline.comhttp://www.indiaretailbiz.com/blog/2008/04/17/wal-mart-backed- bharti-enters-retail-with-debut-of-every-dat-chain-in -India-launches-3-convenience-stores in ludihana/http://www.magportal.comhttp://www.vishalmegamart.netwww.ril.comwww.reliancefresh.info

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