Bhargav Project

8/6/2019 Bhargav Project

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A Study On Consumer Bhaviour

With reference to

VISAKHAPATNAM .

A project report submitted in partial fulfillment of the requirementfor

The award of the degree in

Bachelor Of Business Management

Submitted by

A.BHARGAV

(Regd.No:1214109107)

Under the esteemed guidance of

MS.P.SHOBA RANI

Asst . professor

VISAKHAPATNAM - 530 046.

(2008-2010)

DECLARATION

I hereby declare that this project work entitled CUSTOMER

PERCEPTION OF SPENCERS HYPER MARKET with special

reference to spencers hyper market Pvt., Ltd., Visakhapatnam

submitted to JNT University, Kakinada in partial fulfillment for the

award of Degree of MBA is entirely based on my own study & is


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being submitted for the first time and it has not been submitted to any

other university or institution for any degree or diploma.

(Mr. B. Venkateswara Rao)

VIGNANS INSTITUTE OF INFORMATION TECHNOLOGY

Approved by AICTE & Affiliated To JNT University, Kakinada)

Duvvada, VISAKHAPATNAM- 530 046

DEPARTMENT OF MANAGEMENT STUDIES


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Jyothirmayee

M.B.A.,M.Phil.,(Ph.D)

Dt.02-07-2010.

CERTIFICATE

This is to certify that the project report entitled CUSTOMER

PERCEPTION OF SPENCERS HYPER MARKET With special

reference to Spencers hyper market Pvt., Ltd,. Visakhapatnam is being

submitted by Mr. B.Venkateswara Rao in partial fulfillment for the award

of the Degree of MBA has been carried out by him under my guidance

and supervision.

Ms. Jyothrimayee

(Project Guide)

ACKNOWLEDGEMENT

I express my sincere thanks to the Head of the Department & my

project guide Ms. Jyothrimayee , for her valuable guidance and

cooperation throughout the project work and all other faculty members


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who helped me directly and indirectly for the successful completion of

my project work.

I am also thankful to our beloved principal Prof. A. Ramjee forgiving me the permission to carryout the project work.

I also express my gratitude and heartfelt thanks to my company

guide, Mr.Srikar, Marketing Regional Manager, Spencers Hyper Market

Pvt., Ltd., Visakhapatnam, who extended their cooperation and timely

support and providing necessary data for early completion of my project

work.

Finally I would like to express my sincere thanks to my parents

and friends whose unremarkable encouragement had helped me

throughout my educational endeavor and to do this project work.

(Mr.B.Venkat

eswara Rao)

CONTENTS

CHAPTER-1 : INTRODUCTION

Need for the Study

Objectives of the Study

Scope of the study


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Methodology of the Study

Limitations of the study

CHAPTER-2 : COMPANY PROFILE

CHAPTER-3 : THEORITICAL STUDY OF CUSTOMER

PERCEPTION

CHAPTER-4 : DATA ANALYSIS AND INTERPRETATION

CHAPTER-5 : FINDINGS AND SUGGESTIONS

Findings

Suggestions

Conclusion

BIBLIOGRAPHY

QUESTIONNAIRE

INTRODUCTION

Retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail

industry in India is expected to rise 25% yearly being driven by strong

income growth, changing lifestyles, and favorable demographic patterns.


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It is expected that by 2016 modern retail industry in India will be

worth US$ 175- 200 billion. India retail industry is one of the fastest

growing industries with revenue expected in 2007 to amount US$ 320

billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is

expected in the industry of retail in India by growth in consumerism in

urban areas, rising incomes, and a steep rise in rural consumption. It has

further been predicted that the retailing industry in India will amount to US$

21.5 billion by 2010 from the current size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in theconsumer buying behavior and the whole format of shopping also altering.

Industry of retail in India which has become modern can be seen from the

fact that there are multi- stored malls, huge shopping centers, and sprawling

complexes which offer food, shopping, and entertainment all under the same

roof.

India retail industry is expanding itself most aggressively; as a result

a great demand for real estate is being created. Indian retailers preferred

means of expansion is to expand to other regions and to increase the number

of their outlets in a city. It is expected that by 2010, India may have 600

new shopping centers.

In the Indian retailing industry, food is the most dominating sector

and is growing at a rate of 9% annually. The branded food industry is trying

to enter the India retail industry and convert Indian consumers to branded

food. Since at present 60% of the Indian grocery basket consists of non-

branded items.


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India retail industry is progressing well and for this to continue

retailers as well as the Indian government will have to make a combined

effort.

Global retail giants are also entering the retail industry in India and

this is also one of the factors in the growth of the organized retail sector in

India.

Ex: Wal-Mart, Tisco

NEED FOR THE STUDY

Marketing is a domain which is dynamic i.e. involves change, an

important phenomenon not to be overlooked. We have come across a term

Unique Selling Proposition(USP) which companies feel as a constant


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factor . Every organisation is an open system of management which means

change is inevitable and is associated with environmental factors.

Companies need to focus not only on USP of their products but also on the

Unique Customer Perception(UCP) of the final end users.

The prop of marketing is based on the need identification and the

USP's are prepared based on the identified needs . If the needs are wrongly

identified then even the USP's which are unique to the product would not

serve the purpose. USP identifies a product/service from its competitors

while UCP is the perception or picture a customer develops from all types

of promotional inputs from the company about their product or service. It is

often seen that some brands do extremely well compared to other brands

having the same resources. The reason for the brands not to do well is

probably the communications which does not reflect the customers

perception. So it is not the USP but UCP that plays an important role .This

has lead to the concept - Customer Perception is the Rule and not

Customer Satisfaction.

Measuring customer satisfaction is a relatively new concept to many

companies that have been focused exclusively on income statements and

balance sheets. Companies now recognize that the new global economy has

changed things forever. Increased competition, crowded markets with little

product differentiation and years of continual sales growth followed by two

decades of flattened sales curves have indicated to today's sharp competitorsthat their focus must change.

OBJECTIVE OF THE STUDY

1. To study the customer opinion about the spencers products


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2 . To realize the customer perception Regarding the price, taste

and availability regarding the products

3. To understand, to what extant print Ads can influence the customer

to purchase the Spencers products

4. To identify factors that can maximize the sales of spencers products

5. To analyses the market and to ascertain the relative performance of

different brand of products.

6. To suggest the company to further improvement.

SCOPE OF THE STUDY

Indian Retailing industry offers opportunities to entrepreneurs

worldwide who wish to capitalize on one of the worlds largest and fast

growing markets for retailing operations and business.


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Hence this topic is chosen to have comprehensive idea on branding,

brand awareness and its practices of Spencers hyper market under RPG

enterprises in Visakhapatnam.

METHODOLOGY

For this study the data is collected from two sources i.e. primary and

secondary sources. The data is collected form observation method. The data

so collected has being subjected to analysis with the help of simple

percentile method and at the stage of interpretation; the data collected from

observation method has also been employed.


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PRIMARY DATA:

Primary data consists of original information collected for specific

purpose. To obtain primary data, a well-structured, pilot tested schedule

was prepared and the respondents are met personally to get response. One

hundred Eighty consumers were randomly selected and interviewed in the

vizag.

SECONDARY DATA:

Secondary data consists of information that already exists somewhere

having been collected for some other purpose. In this study, the secondary

data is collected from company manuals, broachers, catalogues, websites,

magazine, journals etc. the collected data from various sources is subjected

to analysis and interpretation with the help of suitable simple percentile

method and presented in a structured frame work consisting of pie charts,

various graphs and bar charts wherever applicable.

LIMITATIONS OF THE STUDY

Some customers are reluctant to share their information

Only Visakhapatnam was covered during the course of

study and hence the data collected may not be applicable to entire

universe.


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The sample size was only one hundred customers, which is

relatively small for the objectives of the study.

There could have been a lack of homogeneity in the sample

chosen.

Time was a constraint there was limited only to 9 weeks

and its difficulty in interviewing the respondents.

The respondents opinions may be biased on account of

some inherent limitations in the schedule.


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CHAPTER-II

Organizational Study

It's a business that's been around for ever, and always will be, because

as long as people are willing to pay for something they want and need, you


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can guarantee that there will always be somebody willing and able to sell it

to them.

The history of retail has included countless ways in which retailershave attempted to get their products in front of the consumer. But it seems

that the businesses that have provided their customers with the most

convenience have generally proven to be the most successful.

For centuries, most retail sales were made by the street vendor or the

small family owned shop, which provided their customers with the

convenience of not having to grow their own food or make their own

clothes. By the mid nineteenth century, most of the goods that we find in

today's superstores were supplied by craftsmen or local manufacturers who

dealt directly with their customers. Needed, not to mention that they

probably had to travel all over town to get their shopping done.

As manufacturing methods improved, and as the road and rail

transport network extended, there developed specialist manufacturers who

needed retail stores to sell their goods. Over time, the small retail store

concept grew, and by the mid 1950's small stores blanketed every high

street.

While most people loved the individual attention and great service

that the small store provided, it became more and more difficult for thesmall store to offer the kind of prices and selection that the consumer really.

The next big revolution in retailing was the emergence of the retail

chains, and later the superstores. The consumer of the 70's demanded the

convenience of having their favorite stores in one enclosed location where

they could easily hop from store to store without having to concern them

about the weather.


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This shopping mall concept was quickly embraced by the consumer,

but unfortunately the crowds and traffic of today's mega malls can often turn

what should have been a convenient and comfortable shopping experience

into a mission of hand-to-hand combat!

In recent years, the mail order business has experienced some of the

most impressive growth, which would also seem to echo the continuing

consumer demand for convenience. Most retailers are recognizing that they

simply have to offer their customers the ability to order products or services

from the comfort of their own home or office in order to compete in today's

retail marketplace.

RETAILING INDUSTRY IN INDIA

Retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail


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industry in India is expected to rise 25% yearly being driven by strong

income growth, changing lifestyles, and favorable demographic patterns.

It is expected that by 2016 modern retail industry in India will beworth US$ 175- 200 billion. India retail industry is one of the fastest

growing industries with revenue expected in 2007 to amount US$ 320

billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is

expected in the industry of retail in India by growth in consumerism in

urban areas, rising incomes, and a steep rise in rural consumption. It has

further been predicted that the retailing industry in India will amount to US$21.5 billion by 2010 from the current size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in the

consumer buying behavior and the whole format of shopping also altering.

Industry of retail in India which has become modern can be seen from the

fact that there are multi- stored malls, huge shopping centers, and sprawling

complexes which offer food, shopping, and entertainment all under the same

roof.

India retail industry is expanding itself most aggressively; as a result

a great demand for real estate is being created. Indian retailers preferred

means of expansion is to expand to other regions and to increase the number

of their outlets in a city. It is expected that by 2010, India may have 600

new shopping centers.

In the Indian retailing industry, food is the most dominating sector

and is growing at a rate of 9% annually. The branded food industry is trying

to enter the India retail industry and convert Indian consumers to branded

food. Since at present 60% of the Indian grocery basket consists of non-

branded items.


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India retail industry is progressing well and for this to continue

retailers as well as the Indian government will have to make a combined

effort.

Global retail giants are also entering the retail industry in India and

this is also one of the factors in the growth of the organized retail sector in

India.

Ex: Wal-Mart, Tisco

INDIA IS A GROWING MARKET FOR RETAILING INDUSTRY

The scope of the Indian retail market is immense for this sector is

poised for the highest growth in the next 5 years. The India retail industry


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CHALLENGES FACING THE INDIAN ORGANIZED RETAIL SECTOR

The challenges facing the Indian organized retail sector are various

and these are stopping the Indian retail industry from reaching its fullpotential. The behavior pattern of the Indian consumer has undergone a

major change. This has happened for the Indian consumer is earning more

now, western influences, and women working force is increasing, desire

for luxury items and better quality. He now wants to eat, shop, and get

entertained under the same roof. All these have lead the Indian organized

retail sector to give more in order to satisfy the Indian customer. The

biggest challenge facing the Indian organized retail sector is the lack of

retail space.

With real estate prices escalating due to increase in demand from the

Indian organized retail sector, it is posing a challenge to its growth. With

Indian retailers having to shell out more for retail space it is effecting there

overall profitability in retail.

Trained manpower shortage is a challenge facing the organized

retail sector in India. The Indian retailers have difficultly in finding trained

person and also have to pay more in order to retain them. This again brings

down the Indian retailers profit levels.

The Indian government has allowed 51% foreign direct investment

(FDI) in the India retail sector to one-brand shops only. This has made the

entry of global retail giants to organized retail sector in India difficult. This

is a challenge being faced by the Indian organized retail sector.

But the global retail giants like Tisco, Wal-Mart, and Metro AG are

entering the organized retail sector in India indirectly through franchisee

agreement and cash and carry wholesale trading. Many Indian companies


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are also entering the Indian organized retail sector like Reliance

Industries Limited, Pantaloons, and Bharti Telecoms. But they are facing

stiff competition from these global retail giants. As a result disco

becoming accepted practices. This too brings down the profit of the

Indian retailers.

Some of the reasons for this slow growth are:

1. Retail not being recognized as an industry in India.

2. The high costs of real estate

3. High stamp duty.

4. Lack of adequate infrastructure.

5. Multiple and complex taxation system.


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CHALLENGES FACED BY GLOBAL RETAILERS

The emergence of new markets:

Asia, especially India and china are the emerging market places. The

technological and transportation and industrial revolutions of the past two

decades have changed much of that.

The empowered consumer:

Retaining the consumer is far more difficult today than it was a

decade ago. Consumer lifestyles and demographics are changing rapidly.

Spending power is increasing and technology is aiding consumers in

making sound shopping decisions.

Technology enabled efficiencies:

Technology has enabled business and consumers to build

efficiencies on the basics of the ability to receive and transmit data, at a

fast speed. This information has today become critical for achieving

efficiencies in all aspects of retailing.

The rise of the e-age:

The emergence of Internet retailing or e-retailing has been a key

driver of change in retail. The increase in the number of Internet users not

in developed markets but also globally, has placed new demands on

retailers. Online shopping facilitated by auction sites are the new retailers

of retail. Comparison- shopping is a new reality of the e-age.


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TOP 10 RETAILERS IN THE WORLD

Web site: www.worldb2blink.com/worldtop100retailers.htm

A SNAP SHOT OF RETAIL PLAYERS PROFILE IN INDIA

SPENCERS RETAIL

PIRAMYD RETAIL

SHOPPERS STOP FUTURE GROUP

Rank Retailer Home Country Sales in US$

Millions

1Wal-Mart

Stores, Inc.USA $1,63,532

2Carrefour

GroupFRA $52,196

3 The Kroger Co USA $45,352

4 Metro AG. GER $44,163

5The Home

Depot, Inc.USA $38,434

6Albertsons,

IncUSA $37,478

7

ITM

Enterprises,SA

FRA $36,762

8Sears, Roebuck

and CoUSA $36,728

9Kmart

CorporationUSA $35,925

10Target

CorporationUSA $33,702


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RELIANCE RETAIL

TRENT

SPENCERS RETAIL:-

RETAIL VENTURE:

Spencers Retail Limited is a multi-format retailer providing a wide

range of quality products to discerning young customers well-traveled

citizens of the world, looking out for authentic flavors and experiences in a

fun-filled shopping environment. Spencers brand positioning Taste the

World embodies this approach, delighting shoppers with the best that the

world has to offer in terms of interiors, ambience and merchandise.

Part of the Rs. 15,500 crore RPG Group, they run about 250 stores

(including about 29 large format stores) across 50 cities in India, employing

more than 6,000 people. As one of the earliest entrants in the retail space in

India, they have been instrumental in introducing Indian consumers to the

concept of organized retailing, becoming the countrys first grocery chain

back in 1920, and offering the joys of hypermarket shopping in 2001 at

Hyderabad.

A food first retailer they offer both fresh and packaged foods as

well as groceries. They also have a wide selection of electronics and

electrical equipment, home and office essentials, garments and fashionaccessories, toys, and personal care.

LEADERSHIP:

Sanjiv Goenka, Vice Chairman; J.H.Mehta, President.

CURRENT STATUS:

It operates 250 stores spread in 50 cities.


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CURRENT STATUS:

Piramyd is operating 42 stores across India.

FUTURE PLANS:

Its plans to open 10-12 more Trumart outlets by this year.

SHOPPERS STOP:-

RETAIL VENTURE:

Owned by the diversified realty to retail conglomerate, the K RahejaGroup, Shoppers stop was set up in 1991 and is one of the first operators in

the modern retailing sector in the country.

LEADERSHIP:

B.S.Nagesh, Customer care associate and Managing Director; Govind

Shrikhande, Customer care associate and chief executive officer.

CURRENT STATUS:

This premium outlet is present in 12 cities with 27 outlets either as a

part of a mall or as exclusive stores. There are different stores belongs to

Shoppers Stop. They are Crossword Bookstores, Home Stop, Brio, Desi

Caf, Hyper city, M.A.C., Arcelia, Mother Care, Nuance Group, HyperCity-

Argos, and Timezone.

FUTURE PLANS:

The group plans to extend the number of its departmental stores from

20 to 48 in about 3 years.


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FUTURE GROUP:-

RETAIL VENTURE:

Future Group founded in 1987 as Manz wear, the company made a

foray into modern retail in august 1997 with the launch of its first

departmental store for premium apparel. Pantaloons in Calcutta. Future

Groups retail network touches the lives of more than 200 million Indians in

71 cities and 65 rural locations across the country.

LEADERSHIP:

Kishore Biyani, CEO and MD; Rajan malhotra, Head, Big Bazaar;

Damodar mall, President and CEO Food bazaar.

CURRENT STATUS:

The company is spread in 71 cities and 65 rural locations across the

country. The group currently operates around 1,000 stores spread over 12

million square feet of retail space.

FUTURE PLANS:

Kishore Biyanis Future Group has plans to start selling its private

labels, including in apparels, food and groceries, to kirana stores in rural and

semi-urban areas in the second half of this year, according to a top companyexecutive. The Future Group plans to open 1,500 more stores in the next 18

months. It plans to grow its rural retail venture, Aadhaar, in 800 towns and

villages in the country in the next couple of years from around 60 towns at

present.


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RELIANCE RETAIL:-

RETAIL VENTURE:

The foray of the largest corporate Reliance industries into the retail

arena this year through Reliance Fresh in Hyderabad on November 3rd. It

was first from the 25000 crore investment committed for retail.

LEADERSHIP:

Mukesh Ambani, Promoter; Raghu Pilai, President Strategy.

CURRENTSTATUS:

Already opened 22 stores in Hyderabad and Jaipur.

FUTURE PLANS:

Reliance retail plans to establish 4000 outlets across various formats

in next 5 years and is eyeing sales of rupees 1-lakh-crore over this period.


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TRENT:-

RETAIL VENTURE:

The salt-to-software corporate conglomerate TATA Group entered

the modern arena way back in 1998. When it opened its outlet Trent in

Bangalore in that year. Today Trent operates in three formats- Westside,

Landmark and Star India Bazaar.

LEADERSHIP:

Noel TATA, MD; Neeti chopra, Head, Marketing (Westside).

CURRENT STATUS:

Westside has more than 20 outlets spread in Bangalore, Hyderabad,

Chennai, Mumbai, Pune, and Delhi & Kolkata.

FUTURE PLANS:

The TATA Group, through its retail brand Proma, is set to enter the

Electronics and Consumer Durable market.


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RETAIL TRADE FORMATS

The Retail Trade sector comprises establishments engaged in retailing

merchandise, generally without transformation, and rendering servicesincidental to the sale of merchandise. The retailing process is the final step

in the distribution of merchandise. Retailers are therefore organized to sell

merchandise in small quantities to the general public.

This sector comprises two main types of retailers:

Store retailers

Non store retailers

STORE RETAILERS:-

Operate fixed point-of-sale locations, located and designed to attract a

high volume of walk-in customers. In general, retail stores have extensive

displays of merchandise and use mass-media advertising to attract

customers. They typically sell merchandise to the general public for

personal or household consumption, but some also serve business and

institutional clients. These include establishments such as office supply

stores, computer and software stores, building materials dealers, plumbing

supply stores and electrical supply stores. Catalog showrooms, gasoline

service stations, automotive dealers and mobile home dealers are treated as

store retailers.

In addition to retailing merchandise, some types of store retailers are

also engaged in the provision of after-sales services, such as repair and

installation. For example, new automobile dealers, electronics and appliance

stores, musical instrument and supplies stores often provide repair services.

As a general rule, establishments engaged in retailing merchandise and

providing after-sales services are classified in this sector.


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NON STORE RETAILERS:-

Non-store retailers, like store retailers, are organized to serve the

general public, but their retailing methods differ. The establishments of thissub sector reach customers and market merchandise with methods, such as

the broadcasting of infomercials, the broadcasting and publishing of

direct-response advertising, the publishing of paper and electronic catalogs,

door-to-door solicitation, in-home demonstration, selling from portable

stalls (street vendors, except food) and distribution through vending

machines. Establishments engaged in the direct sale (non-store) of products,

such as home heating oil dealers and home delivery newspaper routes are

included here.

The buying of goods for resale is a characteristic of retail trade

establishments that particularly distinguishes them from establishments in

the agriculture, manufacturing and construction industries. For example,

farms that sell their products at or from the point of production are not

classified in retail, but rather in agriculture. Similarly, establishments that

both manufacture and sell their products to the general public are not

classified in retail, but rather in manufacturing.


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FORMATS IN DETAIL

CONVENIENCE STORES:

This industry comprises establishments known as convenience stores

or food marts primarily engaged in retailing a limited line of goods that

generally includes milk, bread, soda and snacks in a 2000 to 3000 square

foot store with speedy check out. They are the modern version of the

neighborhood mom-and-pop grocery/general store.

DEPARTMENT STORES:

This industry group comprises establishments known as department

stores primarily engaged in retailing a wide range of the following new

products with no one merchandise line predominating: apparel; furniture;

appliances and home furnishings; and selected additional items, such as

paint, hardware, toiletries, cosmetics, photographic equipment, jewelry,

toys, and sporting goods. Merchandise lines are normally arranged in

separate departments.

DISCOUNT STORES:

This industry comprises establishments known as department stores

that have central customer checkout areas, generally in the front of the store.

Department stores in this industry offer a wide range of general merchandise(except fresh, perishable foods), limited service and low prices.

SPECIALITY STORES:

This industry concentrates on a limited number of complementary

merchandise categories and provides a high level of service in an area

typically less than 8000 square feet. In recent years, a specialty apparel store

has been one of the weakest, slowest-growing areas in retailing.


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CATEGORY KILLERS:

This industry is much nearer to discount store that offers a narrow

variety but deep assortment of merchandise. These retailers are basicallydiscount specialty stores. Most category specialists use a self-service

approach, but some specialists in consumer durables offer assistance to

customers.

SUPER CENTERS:

This industry offers a wide variety of food and nonfood merchandise.

They are the fastest growing retail category. Super centers stock between

100,000 and 150,000 individual items (SKUs). The store generally is

spread across 150,000 to 220,000 square foot.

HYPER MARKETS:

This industry is large combination food and general merchandise

retailers. They typically stock less than super centers, between 40,000 and

60,000 items ranging from groceries, hardware, and sports equipment, to

furniture and appliances, to computers and electronics. The store generally

is spread across 100,000 to 300,000 square foot.


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INDUSTRIAL PROFILE

RPG ENTERPRISES

An RPG enterprise is not only one of the biggest, but also one of the

most respected names in the industry. A US$ 3.4 billion business

conglomerate, RPG is one of the powerhouses that drive Indian Industry.

With more than 20 companies, it spans 7 business sectors, Retail,

Technology, Entertainment, Power, Transmission, Tyres and Specialties- all

under the RPG banner. Even with such a diverse portfolio, the fact that RPG

Enterprises has had nothing but only unrivalled success in all these sectors,

speak very highly of the efficiency and vision with which the company is

run. Over the years RPG Enterprises has built a huge reservoir of trust and

goodwill among the people of India. We at Spencers are truly proud to be a

part of the RPG family

RPG Enterprises is run by a Management Board headed by Mr. R. P.

Goenka, Chairman Emeritus, Mr. Harsh Goenka, Chairman and Mr. Sanjiv

Goenka, Vice-Chairman. The Management Board comprises of highly

qualified and experienced professionals in their respective fields.

HISTORY:

The history of RPG began in 1820 when Ramdutt Goenka, from a

small town in Rajasthan, came to Calcutta to do business with the British

East India Company. The following milestones speak of his enterprising

efforts, and the subsequent growth of the RPG group


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QUALITY:

For RPG quality determines success. Continuous process

improvements are carried out to ensure complete satisfaction of customerand market requirements.

RPG ORGANIZATIONAL EXCELLENCE:

RPG Organizational Excellence is an effort toward achieving

excellence by enhancing performances through clarity of purpose,meticulous planning, tenacious execution and passion to excel.

RPG ORGANIZATIONAL APPROACH :

RPG Organizational Approach translates the groups organizational

excellence strategy through an effective 3-point program:

Six Sigma

TPM

Continuous Improvement

RPG ORGANIZATIONAL AWARDS:

The RPG Organizational Excellence Awards were started to give

impetus to the groups excellence movement. Initiated in 1999, these awards

aim to encourage higher levels of business excellence among the group

companies.


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RPG ORGANIZATIONAL EXCELLENCE MODEL :

RPG has always been among the forerunners in the area of quality

improvement. The group set up the RPG Organizational Excellence Centerin 1998 (then know as the Corporate Quality Center), to enhance quality

standards within all RPG group companies.

To match world standards of excellence the center inducted the

Organizational Excellence Model, drawn from the EFQM framework of

excellence and in alignment with the CII EXIM Business Excellence

Model.

The model works in three distinct phases...

Introspection:

Establishing quality systems, processes and human responses across the

group companies

Externalizing: proactively studying customers, markets and societal issues

Benchmarking: applying a relevant global excellence model


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RPG ORGANIZATIONAL EXCELLENCE APPROACH:

Web site:http://www.rpggroup.com/quality1.html

RPG has been encouraging continuous improvement initiatives in allthe group companies, through an effective 3-point program: Six Sigma,

TPM, and Continuous Improvement.

The quality drive has been promoted through QC, CFT, and 5S

systems. Many of the group companies have successfully applied the quality

improvement program, implementing policy deployment through the

Business Balanced Score Card (BBSC).

The group companies have initiated the excellence drive by

implementing TQM strategies like 5S of housekeeping, and structured

problem solving CFT, Kaizen etc. These initiatives help in embedding

awareness of quality in all organizational processes; leading to employee

involvement, a culture of continuous improvement and definite changes in

QCD.


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RPG ORGANIZATIONAL EXCELLENCE AWARDS

The RPG Organizational Excellence Awards were introduced in

1999, to encourage higher levels of business excellence among the groups

companies.

These awards motivate the companies to instill quality control measures in

all their processes. The awards also generate a healthy competitive

environment, encouraging the companies to excel.

The RPG quality awards are given to group companies (in the

manufacturing or the service categories) that exhibit outstanding levels of

organizational excellence. Each company is assessed on predetermined

criteria for RPGs quality and organizational excellence awards, every year.

The Best TQM Team and Best TQM Facilitator awards are given to

encourage and appreciate improvement efforts at team and individual levels.

The introduction of the awards has been effective in creating a

better working environment by:

Providing direction and creating a uniform excellence culture

throughout the group Recognizing contributions made by individual units

Motivating the management and employees to work toward

continuous improvement

Improving company performance, based on the sound approach

of strategy,


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Year Winner Certificate of Merit

2000 Spencers Travel Zensar Technologies

2001 RPG Cellular Services Zensar Technologies

2002 RPG Cellular Services Zensar Technologies

2003 CEAT Limited Spencers Travel

2004 CEAT Limited Spencers Travel

2005CESC Limited

Music World

Entertainment Ltd

2006 CESC Limited N/A

2007 CESC Limited KEC, Projects, Abu

Dhabi

Website: http://www.rpggroup.com/quality2.html

Vision:

Leadership in profitability and revenue growth in our chosen

businesses.


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Being a customer-centric organization and Being the most exciting

workplace.

Values:

RPGs business ethics promote higher levels of excellence. The

groups values of Customer Sovereignty, People Orientation, Innovation &

Entrepreneurship, Transparency & Integrity, Passion for Superior

Performance, Anticipation, Speed and Flexibility propel it to perform and

excel in all spheres of the business.

Core values:

The Core Values of RPG Enterprises were soon defined as its

business drivers and are still faithfully followed and cherished.

Respond - React to a business opportunity. Harness

the finest resources.

Perform - Inspire people to come together and work

as one team.

Grow - Ensure the best possible outcome success.

Quality :

Quality is a process in which RPG Enterprises firmly believes as it

aims at continuous improvements to meet the current and anticipated

requirements of customers and markets.


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With an ever-changing environment, RPG Enterprises is an exciting

place to work, where excellence, performance and entrepreneurship are

valued.

COMPANY PROFILE

Spencers Retail is the largest supermarket chain in India. At

Spencers we have for you an extensive range of products and durables,designed to satisfy all your shopping needs. We are proud today of


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our 400 stores across 65 cities covering a retail trading area of 2 million

square feet and an astonishing 3.5 million customers a month. However, all

these figures and statistics would mean nothing if we couldnt put a smile

on your face. It has been and will always be our constant effort. No wonder,

after more than 100 years, people continue to trust the name Spencers. And

this trust has been the outcome of a consistent high-quality service.

For every want, for every need:

We at Spencers are glad that we are able to provide all that you need,

and all that you wish you had. From an endless choice of foods and exotic

fruits & vegetables to household needs, home dcor and consumer durables.

Whether you are designing your home or plan to have a party, we have your

basket ready with us. So come and discover the joy of shopping at

Spencers.


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THE VARIOUS FORMATS IN SPENCERS RETAIL

Spencers Express

Spencers express is your store next door for your fresh needs at arms

length. These stores are around 1000 sq ft in size. They are open from 7 am

to 9 pm and also provide you with home delivery. Our Express stores stock

dairy, fruit and vegetable, bread and bread products, cut vegetables/ ready to

cook, fruit juices, fresh batter, fresh coffee/tea, fresh masalas, fresh pickles,

fresh Ghee, fresh fish and meat.

Spencers Fresh

Spencers Fresh stores provide you with an enjoyable and convenient

shopping environment in your very own neighborhood. These 2000 sq. ft.

air-conditioned stores are well stocked with fresh food of the very best

quality, such as fresh farm produce, vegetables, fruit, milk, eggs, breads and

much more. With an impressive range and a clean, bright and hygienic

ambience, Spencers Fresh is far better than the regular sabzi mandis or

local vegetable markets, which is why our consumers return to our stores

again and again. And at Spencers Fresh not only do you get fresh, clean

and tasty farm produce but also the lowest possible prices in the locality, yes

even lower than your sabziwala!

Spencers Daily

The Spencers Daily store is your friendly neighborhood store, which

caters to your entire daily shopping needs - from regular groceries to fresh

food and also weekly top-up shopping. About 4000-7000 sq ft in size and

with a bright and friendly atmosphere, Spencers Daily saves you the hassle

of bargaining with the local Kirana shop owners (because we offer the

lowest possible prices).


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Spencers Superstore

The Spencers Super is the place to go for your monthly shopping.

About 8000-15,000 sq. ft. in size the Spencers Super not only caters to yourdaily needs but also stocks home care products; personal care products,

Bakery, Chilled and frozen food; Baby care besides groceries & staples,

fresh fruits and vegetables. In effect we have everything to make sure your

household runs smoothly all month long.

Spencers Hyper

The Spencers Hypermarkets are huge destination stores, more than

25,000 sq. ft. in trading area. Shoppers come here looking for fantastic deals

across all categories. Our Hypermarkets ensure a comfortable, clean, bright

and functional ambience to shop along with the convenience of finding

everything under one roof at the best value for money.

OPERATIONS IN INDIA

Spencers has retail footage of over 1.3 million square feet and over

250 Spencers stores in 50 cities.


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The company operates through the following formats:

Spencers Hypermarkets: a fast growing retail network of hypermarkets

with large format stores in Mumbai, Gurgaon, Ghaziabad, Lucknow,Calicut, Hyderabad, Vizag, Vijayawada, Aurangabad Durgapur and

Kolkata.

Spencers Super: one of the largest supermarket chains in the food and

grocery segment in India.

Spencers Daily: small format stores conveniently located with a range of

products to meet your daily household needs.

Spencers fresh: all food items, juices, and bread products are available.

Spencers Express: your food and grocery store next door.

SPENCERS PROFILE

RPG: Retail Launches "Spencer's Hypermarket" In Visakhapatnam

on September 17 2004: Great Wholesale Club Ltd., the company which

operates the GIANT Hypermarkets launched their first 'Spencer's

Hypermarket" today at Vizag. The store was inaugurated by Vice-Admiral

O.P. Bansal, PVSM, AVSM, and VSM. Flag Officer, Commanding-in-

Chief, Eastern Naval Command and Mrs. Renu Bansal.

The store is spread over 60,000 sq. ft and provides ample parking

more than 60 cars and two wheelers in the premises.

The store would have 25,000 plus products across staples, ready

foods, instant foods, beverages, health & beauty products, dairy & frozen

foods, garments, electrical goods, general merchandise and other household


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products. The store would also have a Bakery, Music World, Caf and

several other concessionaires offering a wide variety of products. The store

would be open from 9.30 a.m. to 10.00 p.m., 7 days of the week.

The store has several customer facilities which the first in Vizag like

19 cash tills, special billing for physically challenged people, etc.

There will be special promotions and offers exclusively at

Spencer's, 365 days in a year, in addition to the products being sold below

MRP. Spencer's offers a unique no hassles "Replacement Guarantee" as also

a "Price Guarantee" to their customers. This is one of the several unique

features that the store offers to their customers.

In addition to this Spencer's would have a whole host of exciting

offers and activities every weekday. "Hara Bhara Wednesday" is an

exclusive concept.

Where customers get fresh fruits and vegetables at the lowest prices,

only at Spencer's and Aksheya Annapurna showcased on Friday.

Mr. Raghu Pillai, President & Chief Executive, Retail Sector, RPG

Enterprises, speaking about the launch said "This is truly exciting that the

"Grand Old Lady" comes back in style into the Indian retail environment. I

am proud to present Spencer's Hypermarket to the Vizagites". Mr. Kruben

Moodliar, CEO added that 'Spencer's promises Mega Value. Maha Khushi'

and that customer in Vizag can now look forward to some great,

international shopping at Indian prices.

RPG Retail has been a pioneer in the organized retail segment and

operates several large successful chains of stores. The various brands

operated by RPG Retail include Food world, Health & Glow, Music World.


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SPENCER'S PRDUCTS

Spencer's retail offers the complete gamut of products & durables

ranging from bread to bed covers; from toothpaste to television.

Our product profile includes the following:

Website:

http://www.livemint.com/images/10C0DA8B-4B43-46E7-A04C-

81F5878FFAE9ArtVPF.gif

1. Fresh fruits and vegetables

2. Groceries & staples

3. Home care products

4. Personal care products


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5. Garments & fashions accessories

6. Jewelry

7. Bakery, Chilled and frozen food

8. Utensils & crockery for your kitchen

9. Stationary for your office and home

10. White goods

11. Baby care

12. Music and lots more


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Website:

https://reader009.{domain}/reader009/html5/0516/5afb6d370fc41/5afb6d54ea7b5.jpg

Spencer's Retail provides maximum value for price in its stores. It has

been our constant endeavor to provide the best shopping experience to our

customers.

We have regular promotions and special offers running, 52 weeks of

the year, that enable our customers to buy smartly. These offers are

available across all our outlets, across the entire range of products.

WHY SPENCERS?

Spencers has currently 250 stores geographically spread across the

country with a retail trading area of more than half a million square

feet.

The largest Super Market Chain of India.

We have a captive audience of around 2.6 million who walk in every

month in all the stores across the chain.


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Consumers view brands advertised on in-store media networks 40%

more positively. (Source: Nielsen Media)

Consumers are 34% more predisposed to buy products advertised

on in-store media network. (Source: India retail report 2005)

In-store advertising has 57% Brand Recall as compared to 24% for

TV Ads. (Source: Nielsen Media)

Consumers watch in-store media advertising on an average of 7

minutes per visit.

Variety of branding options (Hyper, Daily / Supers) for the clients

and a controlled environment for in-store promotions. We deliver

the lowest OTC cost and ensure minimum media wastage.

Branding/visibility options for Spencers hyper stores

Hoardings

Gondola-End visibility

Back-lit boards.

Drop down scroll boards


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Trolley / Basket branding

Carry Bag branding

In store - promoters

Playing pre-recorded ads in the TVs.

Standalone Scrollers

Pull downs and banners

Display panels on the wall

Product Displays

Bill Roll branding

Kiosks

Promo tables

Audio Jingles


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Carry bag insertions

Cash till boards

Glass Windows

VISION & CORE VALUES

What is it that defines RPG Enterprises success and carries it on through

generations?

The set of values and the visionary focus of its leaders, which forms

the distinct identity of RPG Enterprises, is what constitute its business

drivers.

Its Vision and Core Values are:

We shall be a leading Indian Group with a focus on market

capitalization through:

Leadership in profitability and revenue growth in our chosen

businesses.


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Being a customer-centric organization and

Being the most exciting workplace.

Customer Sovereignty

People Orientation

Innovation & Entrepreneurship

Transparency & Integrity

Passion for Superior Performance

Anticipation, Speed & Flexibility


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MILESTONES OF RPG GROUP

The following are the Milestones of RPG Group:

By the 1900s the Goenkas establish themselves in diverse business

sectors like banking, textiles, jute and tea.

Sir Hariram Goenka and Sir Badridas Goenka are conferred knighthood

by the British for outstanding contribution to business and the community.

In 1933, Sir Badridas Goenka becomes the first Indian to be appointed

Chairman of the Imperial Bank of India (now the State Bank of India).

He is elected President of the Federation of Indian Chambers of

Commerce and Industry (FICCI) in 1945.

Keshav Prasad Goenka (son of Sir Badridas Goenka) continues the

successful trait of entrepreneurship.

In 1950 Goenkas acquire two British trading houses - Duncan Brothers

and Octavius Steel.

After successful acquisitions in the areas of tea, automobile, tyre, jute,

cotton textile and electric cables, Keshav Prasad Goenka retires in the 70s.

His business is taken over by his three sons.

One of the sons, Rama Prasad Goenka (better known as RP Goenka),

starts RPG Enterprises in 1979 with Phillips Carbon Black, Asian Cables,

Agarpara Jute and Murphy India.

The 80s see further acquisitions by the RPG group, the first being CEAT

Tyres of India in 1981. The group then went on to acquire KEC (1982);

Searle India, now RPG Life Sciences (1983); Dunlop (1984); HMV (1988);

and finally CESC, Harrisons Malayalam, Spencer & Co. and ICIM in 1989.


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CHAPTER-III


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THEORITICIAL FRAME WORK

INTRODUCTION TO MARKETING

In this chapter various aspects of the study are going to be discussed. To

which area of management does the study belongs to- and various concepts

that are related the area of study. The present study comes under marketing

and deals in specific with the distribution network and its management.

MAIN SUBJECT

Todays companies must urgently and critically rethink their business

mission and marketing strategies. Instead of operating in market place of fixed

and known competitors and stable consumers preferences, todays companies

work in a war zone of rapidly changing competitors, technological advances.

News laws, managed trade policies, and diminishing customer loyalty.

Companies find themselves competing in a race where the world

sign and rules keep changing, where there is no finish line, no permanent

win. They simply must keep racing ; hopefully in a direction where the public

wants those to go in the days when it was Business as usual, companies could

succeed by producing and supporting them with hard selling and heavyadvertising. This was called Marketing.

Marketing is the process of planning and executing the conception, pricing,

promotion and distribution of ideas and services to create exchange that satisfy

individual and organizational goals.


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INTRODUCTION TO MARKETING

Marketing is a social and managerial process by which individual and

groups obtained what they need and want through creating and offering &

exchanging products and values with others

MARKETING MIX

Definition: Marketing mix is the combination of elements that you will use

to market your product. There are four elements: Product, Place, Price and

Promotion. They are called the four Ps of the marketing mix


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-The "green": A friendly product to environment gets an advantage among

some segments.

In business to business and for expensive items, the best mean ofdifferentiation are warranties, return policy, maintenance service, time

payments and financial and insurance services linked to the product.

1. Challenge 2. Product 3. Place 4. Price 5. Promotion 6. Sales strategy 7.

Do it yourself8. Coaching

3-PLACE-DISTRIBUTION

A crucial decision in any marketing mix is to correctly identify the distribution

channels. The question " how to reach the customer" must always be in your

mind.

-Definition: The place is where you can expect to find your customer andconsequently, where the sale is realized. Knowing this place, you have to

look for a distribution channel in order to reach your customer.

In fact, instead of "place" it would be better to use the word "distribution" but

the MBA lingo uses "place" to memorize the 4 Ps of the marketing mix!

Channels

It exists today, with the internet, more channels than in the past but basically,

you have to consider three main distribution channels:

-Selling to the customers: Whether you sell by yourself ( as retailer) whether

you employ a sales force, you are in these cases in front of the final customer.

There are not intermediaries between you and him. Unfortunately, except forthe retailer business, this situation is far to be the general case.
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-Selling to the retailers: For example, you manufacture the fun boards and you

sell them to the Arizona retailers. This practice could be a bit complicated.

-Selling to the wholesalers: There are maybe four or five sport articleswholesalers in Arizona. You sell your fun boards to these big men. On turn the

wholesalers sell the fun boards to the retailers which finally sell to their

customers.

In the case of Pacific Boat which manufactures its boats in Philippines for

customers located in the USA or in Europe, there is not alternative ways. It must

sell through some big import export corporate's. Pacific boat has not any contact

with its final customers but of course it must know exactly their profile. If the

product does not fit to the profile of the final customer, the wholesaler will not

buy it.

As you can see, the choice of your distribution channel heavily depends on

your product and place in the productive process. If you are in coal mining,

do not expect to sell some coal buckets to the final consumer!

The next drawing summarizes the different possible channels: You are

represented by the black square, the wholesaler by the maroon one, the retailer

by the yellow and the customer by the green!


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Real life example:

A commodity is a product such as crude oil, coal, rice, wheat, sugar, copper and

so on: Mainly primary products and raw materials. In a commodity market, theproducts have very few distinguished characteristics.

They are traded in few places like Chicago and London. In the rice market,

there are maybe six or seven big traders for the entire world in front of some

hundred millions of little producers grouped in cooperatives or primary

marketing boards.

The big traders know each other very well and most of the bargain relies on

trust.

PRICE

Price is the one element of the marketing mix that produce revenue, the

other elements produce costs. Prices are the easiest marketing mix element toadjust, product features, channels, and even promotion take more time. Price

also communicate to the markets the companys intended value position-ing

of its product or brand.

Pricing strategies

In fact, you have to choose between three strategies:

-Competitive pricing: If your product is sold at the lowest price regarding all

your competitors, you are practicing competitive pricing. Sometimes,


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competitive pricing is essential. For instance, when the products are basically

the same, this strategy will usually succeed.

Remember that the success of competitive pricing strategy depends onachieving high volume and low costs. If your prices are lower than your costs,

you are going straight to bankruptcy! To avoid such a mistake, you have to take

notice of the break even ratio that you will find below.

-Cost-plus-profit: It means that you add the profit you need to your cost. It is

also called cost-orientated strategy and is mainly used by the big contractor of

public works. The authority may have access to the costing data and should like

to check if the profit added to the cost is not too high.

In fact, this strategy is only good for a business whom the customers are public

collectivities or government agencies.

-Value pricing: It means that you base your prices on the value you deliver to

customers. For example, when a new technology has a very large success, you

can charge high prices to the customer. This practice is also called skimming. It

is easy when you are in the introductory phase of the product life cycle.

Value pricing is also common in luxury items. Sometimes, the higher the price,

the more you sell: Fashionable clothing or restaurants for snob people. Of

course value pricing is limited by the price elasticity as you have already learnt

in Economics.

The diagram below illustrates how you have to determine your price. You could

see that a conflict could arise between your financial objectives ( the expected

profit) and your actual costs.


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PROMOTION

Advertising, public relations and so on are included in promotion and

consequently in the 4Ps. Sometimes, packaging becomes a fifth P. As

promotion is closely linked to the sales, I will mention here the most common

features about the sale strategy.

-Definition: The function of promotion is to affect the customer behavior in

order to close a sale.

Of course, it must be consistent with the buying process described in the

consumer analysis.

Promotion includes mainly three topics: advertisement, public relations,

and sales promotions.

-Advertisement:

It takes many forms: TV, radio, internet, newspapers, yellow pages, and so on.

You have to take notice about three important notions:


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Reach is the percentage of the target market which is affected by your

advertisement. For example, if you advertise on radio you must know how

many people belonging to your segment can be affected.

Frequency is the number of time a person is exposed to your message. It is said

that a person must be exposed seven times to the message before to be aware of

it. Reach*frequency gives the gross rating point. You have to evaluate it

before any advertisement campaign.

Message: Sometimes, it is called a creative. Anyway, the message must: get

attraction, capture interest, create desire and finally require action that is to say

close the sale.

Down-earth-advice:

There are some magical words that you can use in any message:

-Your-You--I-Me-My--Now-Today

-Fast-Easy-Cool-New-Fun-Updated-Free-Exciting-Astonishing

-Success-Love-Money-Comfort-Protection-Freedom-Luck.

-Public relations:

Public relations are more subtle and rely mainly on your own personality. For

example, you can deliver public speeches on subjects such as economics, geo-

economics, futurology to several organizations (civic groups, political groups,

fraternal organizations, professional associations)


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These speeches will enable you to develop new relationships and their cost is

nil!

-Sales promotion:

It includes fair trades, coupons, discounts and are linked to the sales strategy.

SALES STRATEGY

Sales bring in the money. Salesmen are directly exposed to the pressure of

finding prospects, making deals, beating competition and bringing money.

You have first to learn some definitions used by the MBA lingo:

Definitions:

A lead is a person who has been identified as a prospect.

A prospect is a potential customer.

An account is a customer that often buys from the company.

A national account is a very big customer

An order taking: the customer asks for a product and the vendor sells it. It's

usual way to sell candy, soda or to sell tickets for theater.

On the contrary, active selling involves locating customers and persuading

them to buy.

Inside sales refers to selling done mainly by phone or by internet. Outside sales

involves getting appointment to meet customers at their home. Home cold

calling means to phone people you do not know. Hardsell means to use of high

pressures upon the prospect.


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We have then to distinguish the sale process and the sale organization.

The sales process:

It depends heavily on the buying process. It includes prospecting and

persuading.

Prospecting involves finding the leads and presenting the product. After

making contact, the salesman must show that the product solves a customer's

problem. He must also answer two questions :

- Has the prospect a need or an interest in the product ?

- Does the prospect have the money to buy the product ?

If the prospect does not meet these criteria, you have better to move on to the

next prospect !

Persuading and authority are often necessary to close a sale. The salesman's

approach is often to rise questions in order to lead the prospect to a logical

conclusion : I must buy now.

The four Ps, product, place, price and promotion are the elements of the

marketing mix used to establish a detailed and final marketing plan.

After the product which is a paramount, the place is very important because it

describes how you reach the consumer and what distribution channel you are

going to choose: Margins and image are quite important features in this matter.


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According to your product and place , the pricing strategy will have heavy

consequences on the promotion campaign and on success or failure of your

business as a whole

PERCEPTION

Perception is the process by which an individual interpret various

stimuli received and forms a meaning full picture of the word.

PERCEPTION PROCESS


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EXPLORE

Exposure occurs when our sensory receptors detect a stimulus

Implication for marketers:

Consumers must be exposed to your marketing efforts

for them to perceive anything

Ad placement - being in the right place at the right time!!

Road blocking - catch them at every corner:

Ads on competing channels

Use multiple media

ATTENTION


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Exposure occurs when our sensory receptors detect a stimulus

Implication for marketers:

Consumers must be exposed to your marketing efforts

for them to perceive anything

Ad placement - being in the right place at the right time!!

Road blocking - catch them at every corner:

Ads on competing channels

Use multiple media

INTERPRETATION

Interpretation occurs when consumers give meaning to the incoming

stimulus information

Information is subject to:

Cognitive interpretation - the process of adding meaning from

existing knowledge Affective interpretation - the processing of information

and adding meaning based on feelings

Influences on interpretation:

Individual characteristics

Stimulus factors

Situational factors

The way the information is presented


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CHAPTER-IV

1)Occupation of the respondent


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Particulars No. of respondets Percentage of

respondents

Employee 51 51

Self employed 8 8

Home maker 10 10

Student 31 31

Total 100 100

0

10

20

30

40

50

60

Employee Self employed Home maker Student

Serie

INTERPRETATION:

From the above table it shows the 51% of the respondents are

employees, 31% of the responders are students, 10% of the respondents are

home maker and the remaining 8% of the responders are self employed.

2) Why do you like to purchase in spencers market?


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respondents

Quality products 22 22

overall ambience 44 44

Affordable prices 12 12

monthly offers 22 22

Total 100 100

INTERPRETATION:

From the above table is shown the 22% of quality products and 44% of

overall ambience and affordable prices are 12% and 22% of monthly

offers,


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3) Which communication channel makes you to recall Spencers?

Particulars No. of respondets Percentage of respondents

Ads on print media 12 12

Positive word of

mouth

38 38

Ads on electronic

media

11 11

Satisfaction from

the previous

purchase

39 39

Total 100 100

0

5

10

15

20

25

30

35

40

45

Ads onprint

media

Positive word of

mouth

Ads on

electronic

media

Satisfaction

fromthe

previous

Series1


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INTERPRETATION:

From the above table shown the 12% of Ads on print media and 38% of

positive word of mouth, & 11% of Ads on electronic media, the remaining39% of satisfaction from the previous purchase.


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4) Which paper do you read?


respondents

The Hindu 32 32

Eenadu 35 35

Sakshi 30 30

Decan chronicle 3 3

Total 100 100

0

5

10

15

20

25

30

35

40

The Hindu Eenadu Sakshi Decan chronicle

Serie

INTERPRETATION;

From the above table shows the32% of Hindu and Eenadu 35% and Sakshi is30% and the remaining 3% is Deccan chronicle.


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6) Which (TV) channel do you most watch ?


respondents

Local channels 16 16

National channels35 35

News channels 30 30

Music channels 19 19

Total 100 100


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0

5

10

15

20

25

30

35

40

Local

channels

National

channels

New s

channels

Music

channels

Series1

INTERPRETATION;

It is noticed that majority of the respondents prefer 35% of national channels

and 30% of news channels,19% of music channels the remaining 16%

peoples are watching local channels .

7) Do you know about our monthly & weekly promotions if yes please tick

on the from the below?


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0

5

10

15

20

25

30

35

Coolm

elaoff

er

Harabh

araoffe

r

Mang

ofest

Anniv

ersaryoffe

r

Series1

INTERPRETATION;

Most of the respondents are quite happy and satisfied with the kool mela offer

in terms of reasonable price, installations, and other related benefits such asservicing, etc........


respondents

Coolmela offer 29 29

Hara bhara offer25 25

Mango fest 27 27

Anniversary offer 19 19

Total 100 100


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8) Which media reach you?

0

10

20

30

40

50

60

70

Print media Electronicmedia

Series1

INTERPRETATION;

Print media is the pioneer and stands on top despite of electronic media grow

thing stage, in creating awareness among customers followed by event

sponsoring, hoardings and sky writings.


respondents

Print media 66 66

Electronic media34 34

Total 100 100


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9) Are our internal communication & announcement reaching you?

0

10

20

30

40

50

60

Yes No Veryrarely Frequent ly

Series1

INTERPRETATION;

It is observed that majority of the respondents are not getting the internal

announcement.

Particulars No. of respondets Percentage of respondents

Yes 25 25

No16 16

Veryrarely 50 50

Frequently 9 9

Total 100 100


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10) Do you feel comfortable with the communication given through

(pops) point of purchases?

0

10

20

30

40

5060

70

80

90

100

Yes No

Series1

INTERPRETATION;

Majority of the respondents conveyed they pretty well like the communication

given through (pops) point of purchase.


respondents

Yes 88 88

No12 12

Total 100 100


85/99

11) Do you think the sales force at Spencers provide you service with

ease?

0

10

20

30

40

50

60

strongly agree Agree

Series1

INTERPRETATION;

Majority of the respondents conveyed that they are happy the way receiving

at the particular shopping .


respondents

stronglyagree 27 27

Agree56 56

Disagree9 9

Strongly disagree 8 8

Total 100 100


86/99


87/99

0

10

20

30

40

50

60

stron

glya

gree

Agree

Disa

gree

Strongly

disa

gree

Series1

INTERPRETATION;

From the above analysis its clearly shown that majority of the respondents

are pretty happy about the one stop shopping destination.

13) Where do you rate the quality of Spencers own brand products?


respondents

Very good 12 12

Good

48 48

Satisfactory 36 36

Poor 4 4

Total 100 100


88/99

0

10

20

30

40

50

60

Very

goo

dGo

od

Satisfa

ctory

Poor

Series1

INTERPRETATION;

From the above table shown 48% of respondents are feeling good about the

spencers own brand products, and also 36% of the respondents are feeling

satisfactory .

14) How do you feel shopping at Spencers?


respondents

Feel happy 33 33

Somewhat happy

44 44

Not happy 8 8

Satisfactory 15 15

Total 100 100


89/99

0

5

10

15

2025

30

35

40

45

50

Feelha

pp

Som

ewha

thap

Not

happ

Satisfa

ctor

Series1

INTERPRETATION;

Above the analysis clearly shown that the half of the respondents are fell

happy when shopping at spencers.


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CHAPTER V

Findings

It is found that majority of the respondents are in favor of consumable

products

Most of the respondents feel that consumption of spencers product is

symbol of social status.

Most of the responds are quite happy and satisfied with the spencers

products in terms of Quality, Quantity, durability, etc.............


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To full their daily needs majority of the respondents prefer spencers

products like FMCG etc......

It is noticed that most of the respondents wanted air conditioner to

reduce their body heat especially in the summer.

The spencers hyper market service is good and can do better.

Spencers super market is doing well as well as it has to improve itsown brand products.

It is found that customers are most interested in hara bhara offer and

also that they want some another offers like this.

Spencer is the only one shop performing consistenitently as well aspioneer in the retail business.

Suggestions

Spencers market must come up with new products to boost up its sales.

Spencers hyper market should introduce special summer offer to

improve the sales during the peak season.


92/99

Spencers should improve the own brand products because when

compared to other products its moving is very slow.

To attract the customer spencers should concentrate on sponsoring

social events.

Apart from increasing the frequency of Ads electronic media, spencers

must also make proper use of print media to boost up its sales.

Spencers should also maintain the customer relationship thats the only

one way to retain the customers.

New customer attractive schemes if introduced would certainly help

spencers to scale new heights.

As customers will keep switching from one super market to the other,

spencers must look for customer delight & should not just stop with

customer satisfaction.


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Conclusion

Spencers is one of the pioneer in the retail marketing field and its doing

tremendously well for the past so many years. Spencers products and its own

brand products have got a very good place for themselves in the customers

heart and are enjoying very good market share.

Despite of taking every possible care it is found that spencers is just

foot forward in terms of market shares when compared with Big bazaar which

is a little disappointing and hence steps are to be taken to further maximizing

the same.

To beat out competitors and to improve its current position, spencers

should add new products which can bring a revolution in the sales ofspencers products.

Also spencers has to make proper use of every possible channel to

boost up its sales and particularly has to increase the frequency of its Ads in

print and electronic media.

Spencers must leave no stone un turned in satisfying the customers and

must be very conscious about its competitors and must take timely action

to survive and thrive in todays competitive market place.


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QUESTIONNAIRE


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A STUDY ON CUSTOMER PERCEPTION @ SPENCERS

(With special reference to Spencers hyper market Pvt. Limited)

Questionnaire

Name:

Contact No: Area:

1) Occupation of the respondent

A) Employee B) Self employed

C) Home maker D) Student

2) Why do you like to purchase in spencers market?

A) Quality products B) overall ambience

C) Affordable prices D) monthly offers

3) Which communication channel makes you to recall Spencers?

A) Ads on print media B) Positive word of mouth

C) Ads on electronic media D) Satisfaction from the previous purchase

4) Which paper do you read?

A) The Hindu B) Eenadu

C) Sakshi D) Decan chronicle


96/99

5) Which F.M do you listen?

A) 93.5/Red fm B) 92.7/Big fm

C) 98.3/Radio mirchi D) 91.1/Radio city

6) Which (TV) channel do you most watch?

A) Local channels B) National channels

C) News channels D) Music channels

7) Do you know about our monthly & weekly promotions if yes please

tick on the from the below?

A) Cool mela offer B) Hala bara offer C)

Mango fest D) Anniversary offer

8) Which media reach you?

A) Print media B) Electronic media

9) Are our internal communication & announcement reaching you?

A) Yes B) No C) Very rarely D) Frequently

10) Do you feel comfortable with the communication given through

(pops) point of purchases?

A) Yes B) No

11) Do you think the sales force at Spencers provide you service with

ease?

A) Strongly agree B) Agree

C) Disagree D) strongly disagree


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12) Do you think Spencers is a one stop shopping destination, as it

provides all under one roof?

A) Strongly agree B) Agree

C) Disagree D) strongly disagree

13) Where do you rate the quality of Spencers own brand products?

A) Very good B) good C) Satisfactory D) Poor

14) How do you feel shopping at Spencers?

A) Feel happy B) Some what happy

C) Not happy D) Satisfactory

15) Your suggestions to Spencers if any

________________________________________________________________

________________________________________________________________

________________________________________________


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BIBLIOGRAPHY


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BIBLOGRAPHY

Marketing management Philip kotler

Consumer Behaviour k.k.Srivastava

Research Methodology C.R.Kothari

Consumer Behaviour Leon.g.schiffman

Indian Journal of marketing

www.spencers retail.com

www.google.com

Bhargav Project

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