Indiabules Project

8/8/2019 Indiabules Project

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Distance Education Wing

SIKKIM MANIPAL UNIVERSITY

OF HEALTH, MEDICAL & TECHONOGICAL SCIENCES

(5th Mile, Tadong, Gamgot-737 102 Code No. 1502)

A Project onA Project onConsumer BehaviorConsumer Behavior

Presented to

INDIABULLS MART

Submitted by

Vikas Sharma

A project report submitted in partial fulfillment of the requirementsfor

Master of Business Administration

Of Sikkim Manipal university, INDIA

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I here by declare that the project report entitled

A Project onA Project onConsumer BehaviorConsumer Behavior

Submitted in partial fulfillment of the requirements for the degree

of

Master of business Administration

To Sikkim-Manipal University, India, is my original work and not submittedfor the award of any other degree, diploma, fellowship, or any other similar title or prizes

Place:- Indore Name of student

Date:- 1/11/2010 Vikas Sharma

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Vikas Sharma

A Project on Consumer Behavior

is approved and is acceptable in quality and form

Internal ExaminerExternal Examiner

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This is to certify that the project report entitled

Project on consumer behavior

Submitted in partial fulfillment of the requirements for thedegree of

Master of Business Administration of

Sikkim-Manipal University of Health, Medical and Technological sciences

Vikas Sharma

has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, Diploma, fellowship or other similar titles or prizes and that the work has not been published in any journal or Magazine.

(Reg. No.) Certified

( 510927600) CENTRE CODE: 1502 (MBA)

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ACKNOWLEDGEMENT

Any successful project consumes dedication, cooperation, coordinationand several resources like knowledge, study, energy and time. Patience,determination and perseverance coupled with help and encouragementfrom several quarters has paved the path to the success of this project.

We would like to thank Sikkim Manipal University, INDIA for providing this of opportunity to prepare this valuable project.

No work can be accomplished without the guidance and help of the staff of India Bulls Mart. We are extremely grateful to Mr. Vikash kashyap for their constant support and benevolent help.

We express our special thanks to the respondents for their untiringsupport to our project, to the dealer and their staff for their help, Co-operation to get us maximum knowledge, their valuable time and makeavailable all the required material.

We owe a great deal of gratitude of our teachers & friends who providedus their experiences, suggestion and insight knowledge at various stages

in this project.The experience gained by us during the period of project has been invalue and certainly a memorable experience of our life.

5

Students 44Services 82Housewives 45Businessmen 38


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Executive Summary

I am the student of CHIMC Indore, undertook the research project atIndia Bulls mart , Indore during our MBA Program . The following projectstart with an idea regarding the study of booming trends in organized retailin Indore. Through or with the help of questionnaire and this project alsohelped IndiaBulls mart to know the consumer opinion and interest towardsIndiaBulls mart and its growth in the local market.

The data collection method was primary Data Collection. The survey wasconducted by designing a schedule as the research instrument. Schedulewas use to meet the exploratory as well as the descriptive nature of theresearch. The sample people include the people of the city of Indore,Sample size being 200. The sample was segmented on the basis of occupation, the segments were:

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Table of Content

Acknowledgement Executive Summary

Chapter Name Page No.

Indian Retail Scenario 9-13

About IndiaBulls Mart 14-16

Consumer Behavior 17-19

Research Methodology 20-24

a) Research Objective

b) Research Design

c) Research Process

Graphical Analysis 25-42

SWOT Analysis 43-47

Findings and Suggestions 48-50

Annexure 51-55

a) Questionnaire

b) Bibliography

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RETAIL SCENARIO IN INDIAIndia tops the AT Kearney's annual Global Retail Development Index (GRDI) for thethird consecutive year, maintaining its position as the most attractive market for retailinvestment.

The Indian retail market, which is the fifth largest retail destination globally, accordingto industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427billion by 2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely toincrease its share in the total retail market to 22 per cent by 2010.

Continuing the robust growth of the organized retail in India, according to the CreditRating and Information Services of India, the industry raked in US$ 25.44 billionturnover in 2007-08 as against US$ 16.99 billion in 2006-07, a whopping growth rateof 49.73 per cent.

India has one of the largest numbers of retail outlets in the world. Of the 12 millionretail outlets present in the country, nearly 5 million sell food and related products.Thought the market has been dominated by unorganized players, the entry of domestic and international organized players is set to change the scenario.

Organized retail segment has been growing at a blistering pace, exceeding allprevious estimates. According to a study by Deloitte Haskins and Sells, organizedretail has increased its share from 5 per cent of total retail sales in 2006 to 8 per centin 2007. The fastest growing segments have been the wholesale cash and carrystores (150 per cent) followed by supermarkets (100 per cent) and hypermarkets (75-

80 per cent). Further, it estimates the organized segment to account for 25 per cent of the total sales by 2011.

Retail space

Driven by changing lifestyles, strong income growth and favorable demographicpatterns, Indian retail is expanding at a rapid pace. Mall space, from a meager onemillion square feet in 2002, is expected to touch 40 million square feet by end-2007and an estimated 60 million square feet by end-2008, says Jones Lang LaSalle's thirdannual Retailer Sentiment Survey-Asia.

Alongside, Indian cities are witnessing a paradigm shift from traditional forms of retailing into a modern organized sector. A report by Images Retail estimates thenumber of operational malls to more than double to over 412 with 205 million squarefeet by 2010 and further 715 malls by 2015, on the back of major retail developmentseven in tier II and tier III cities in India.

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Luxury retail

With consumers for luxury goods more in numbers than adult population of severalcountries, the Indian luxury retail market is estimated to leap-frog from around US$ 3.5billion to US$ 30 billion by 2015, according to a survey done by AT Kearney. India'sluxury market, estimated to be the 12th largest in the world, has been growing at therate of 25 per cent per annum.

Already Indians splurge US$ 2.9 billion on luxury assets, spend another US$ 953million on luxury services and top it by buying luxury goods worth US$ 377 million.And with a rapidly expanding population of high net worth individuals, India couldemerge as the next hub for luxury goods consumption.

Consequently, a number of foreign brands including French Connection, Sanrio of Hello Kitty fame, Jimmy Coho, La Pearla and Calvin Klein among others have alreadylined up for permission to infuse foreign direct investment through the single-brandretail window.

Kids' retail

When it comes to Indian children, retailers are busy bonding -- and branding:

Mona Lisa, the Versace of kids, is coming to India. International brand Zapp tied up with Raymond to foray into kids' apparel.

Disney launched exclusive chains which stock character-based stationery. Pantaloon's joint venture with Gini & Jony will set up a retail chain to marketkids' apparel.

Swiss kids wear brand Milou is collaborating with Tirupur-based SreejaHosieries.

French furniture brand Gautier is all set to hit the Indian retail market by the endof the year with a comprehensive range of furniture for children and infants.

The UK based retail chain, Marks & Spencer, is launching its kids' wear categories in India.

Leading the kids' retail revolution is the apparel business, which accounts for almost

80 per cent of the revenue, with kids' clothing in India following international fashiontrends. According to research firm KSA Technopak, the branded segment comprisesUS$ 701.7 million of the total kids' apparel market-size of over US$ 3 billion. Industryexperts say kids' retailing will touch annual growth of 30-35 per cent.

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Discount Malls

Even as the organized retail market is starting to take off, there has been aconcomitant surge in branded discount outlets in India. Top realtors and local retailchains are developing malls in regional boroughs, specifically to sell premium brandedgoods. At least 50 such malls are to come up in the next two years across the countrypositioned in the middle-to-the-premium end of the market.

For example, Royal Palms are developing Orchard Road Mall in the western suburbsof Mumbai. Similarly, Akruti Nirman, which is planning to brand its discount malls inKanjurmag, Ghatkopar, Mumbai and Thane as 'City world', has decided to developsimilar malls in Tier II and Tier III cities. Some of the other prominent discount retailersinclude Pantaloon Retail (India) Ltd's Brand Factory, Arvind Mills Ltd's Mega mart andProvogue (India) Ltd's Promart among others.

E-tailingThe increase in the PC and internet penetration along with the growing preference of Indian consumers to shop online has given a tremendous boost to e-tailing-the onlineversion of retail shopping. An estimated 10 per cent of the total e-commerce market isaccounted by e-tailing.

With todays, net-savvy Indians making online purchases like never before, both thenumber and variety of products sold online have grown exponentially. According to theIndian Marketing Research Bureau (IMRB) and Internet and Mobile Association of India (IAMAI), the e-tail market is estimated to grow by 30 per cent to US$ 273.02

million in 2007-08, from US$ 210.01 million in 2006-07.In fact, there has been a continuous rise in the number of people accessing theinternet. According to online research and advisory firm JuxtConsult's 'India Online2008', there are over 49 million internet users in India. Significantly, internetpenetration (as a percentage of population) has grown to 12 per cent, up 3 per centfrom last year's 9 per cent.

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Retail Franchising

Along with e-tailing another perceptible trend in the growth of organized retail markethas been the concept of retail franchising. According to industry estimates, retailfranchising has been growing at the rate of 60 per cent in the last three years and isset to grow two-fold in the next five years.

A number of companies have been taking this route driven mainly by the need to meetthe increasing consumer expectations of quality, ambience and brand experience. Inaddition, this route also helps the big retailer players to rapidly foray into the tier II andIII towns and rural areas.

In fact, according to Mr. Rod Young, Executive Director, DC Strategy, franchisedoutlets of leading brands in India are estimated to sell 20 per cent more than thecompany-owned ones. And with immense potential seen in this segment, the US$ 4billion franchising industry is likely to see almost two-fold rise in the number of franchisees (from 0.2 million) by 2010.

Rural retail

Led by the rising purchasing power, changing consumption patterns, increased accessto information and communication technology and improving infrastructure, rural retailmarket is estimated to cross US$ 45.32 billion mark by 2010 and US$ 60.43 billion by2015, says a study by CII and YES BANK.

Consequently, Corporate India is already firming up concrete plans to tap the rural

retail market, which is growing at double the rate of urban markets, with innovativeschemes and human resource policies. And with 87 per cent of rural markets nothaving access to any sort of organized marketing and distribution, this segment hastremendous potential for growth.

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International Retailers

With international brands like Tommy Hilfiger, Esprit and Puma (that have entered thecountry) growing well over 100 per cent, many others are also planning to foray intothe Indian retail market. India's vast middle class with its expanding purchasing power and its almost untapped retail industry are key attractions for global retail giantswanting to enter newer markets.

The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti

Enterprises to enter Indian retail market.

Microsoft's first shop-in-shop pilot has been launched with the Tata Group

subsidiary Infiniti Retail's multi-brand consumer durables retail format, Croma.

The Walt Disney Company, consumer product retailing arm of global animation

giant, will soon add 135 new stores to its existing 15 stores.

World's leading coffee chain, Starbucks' enters India through a tie-up with the

country's leading multiplex operator PVR Limited.

Apple Inc has entered into an exclusive marketing and distribution deal with

Reliance Retail through "iStore by Reliance Digital".

The UK-based international coffee chain, Costa Coffee, plans to double thenumber of retail outlets by the end of 2008.

British retailer Marks & Spencer's has tied with Reliance Retail and plans to

open at least 50 new stores in India over the next five years, with an initial

investment of up to US$ 58 million.

Some of the international players that have already entered India include McDonald's,Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony,

Sharp, Kodak, Medicine Shoppe among others.

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INDIABULLS MART

IndiaBulls Group is one of the top 15 business houses in country with business

interests in Real Estate, Infrastructure, Financial Services, Retail, Multiplex and Power sector. IndiaBulls Group companies are listed in Indian and overseas markets andhave a market capitalization of over USD 7 billion. The Net worth of the Groupexceeds USD 2 billion. IndiaBulls Group companies enjoy highest ratings fromCRISIL, a subsidiary of Standard and Poors. IndiaBulls has been conferred the statusof a Business Super brand by The Brand Council, Super brands India.IndiaBulls Financial Services Limited , the parent company from which IndiaBulls RealEstate and IndiaBulls Securities were emerged, is Indias leading Non-BankingFinance Companies (NBFC) which is primarily into extending retail and commercialloans and distribution of third party products. IBFSL is amongst 68 companiesconstituting MSCI - Morgan Stanley India Index. IBFSL is also part of CLSAs model

portfolio of 30 Best Companies in Asia. The lending business of IBFSL is rapidlygrowing with loan assets of Rs. 104,410 million as of 31 March, 2008.

IndiaBulls Real Estate Limited is Indias third largest property company withdevelopment projects spread across residential projects, commercial offices, hotels,malls, and Special Economic Zones (SEZ) infrastructure development. IBRELpartnered with Farallon Capital Management LLC of USA to bring the first FDI into realestate. IBREL is also developing over 50000 residential apartments pan India & hasover 10000 acres of land bank.

IndiaBulls Securities Limited is Indias leading capital markets company with over

250 branches in more than 110 cities. ISL possesses state of the art trading platform,best broking practices and is the pioneer in trading product innovations. CRISIL hasassigned the highest rating CRISIL BQ 1 to ISL. This is an opinion on the quality of operations and service offered by ISL. The grading is expressed on a five point scaleBQ-1 to BQ-5, with BQ-1 being the highest.

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IndiaBulls Retail

IndiaBulls Retail is one of the fastest growing retailers having broad national brandpresence with 47 stores located in 7 cities. Founded in 2007, IndiaBulls Retailoperates 9 Lifestyle stores under IndiaBulls Mega store, 36 super mart stores under IndiaBulls Mart and upcoming cash & carries stores under IndiaBulls Wholesale.

IndiaBulls Retail is committed to provide customers with Best quality products atlowest possible price, Par Excellence customer service and shopping conveniencenever seen before.By FY09, IndiaBulls Retail plans to increase Mega stores to 35, Marts to 100 andWholesale stores to 25 across India.

IndiaBulls Mega stores are one-stop lifestyle shopping destinations offeringextensive assortment across apparels, accessories, fragrances, cosmetics, footwear,home furnishing and dcor products. With a covered area of around 530,000 squarefeet they are mostly located in malls in Pune, New Delhi, Jaipur, Ahmedabad,Ludhiana and Nagpur.

IndiaBulls Marts are neighborhood stores selling groceries and other daily needproducts in Mumbai, Pune, Nagpur, Ahmedabad, Jaipur and Indore. Currently, 35such stores are operational covering an area of 130,000 sqft.

IndiaBulls Wholesale offers over 18,000 articles at the best wholesale prices for Hotels, Restaurants, Caterers, Food and Non-food Traders, Institutional buyers andprofessionals

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Consumer behavior

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DEFINITION

Psychology + Marketing = Consumer behavior

According to the American Marketing Association, Consumer Behavior is defined asthe dynamic interaction of affect and cognition, and environmental events by whichhuman beings conduct the exchange aspects of their lives. In a more general way,Consumer Behavior is the psychology behind marketing and the behavior consumersin the Marketing environment.

Two major psychological disciplines come into play when observing and trying toexplain Consumer Behavior.

The first is cognitive psychology. Cognitive psychology is the study of all knowledgerelated (mental) behaviors. The Attention, Perception, Memory\Comprehension andDecision making are the various aspects of cognitive psychology that play animportant role in Consumer Behavior.

The second psychological discipline that has theories to explain certain phenomenonof Consumer Behavior is Social Psychology is the study of the manner in which thepersonality, attitudes, motivations, and behaviors of the individual influence and areinfluence by social groups. The affect and social influences by reference groups aretwo important topics studied in social psychology that has an important impact onConsumer Behavior.

Categories that Affect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following threefactors:

1. Personal

2. Cultural

3. Social

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The marketer must be aware of these factors in orders to develop an appropriate MMfor its target market.

PERSONAL

Particular person has her\her uniqueness in demographic factors Sex, Race, Age etc.For example young people purchase things for different reasons than older people.

CULTURAL

Culture refers to the set of values, ideas, and attitudes that are accepted by ahomogenous group of people and transmitted to the next generation. Culture alsodetermines

SOCIAL

Consumer refers to the set of values, ideas and attitudes that are accepted by opinionleaders, persons family, reference groups, social, class and culture.

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Research MethodologyResearch methodology is a way to systematically solve the research problem. Thelogic behind the method used, in context of research, is explained; so that research

results are capable of being evaluated either by the researcher himself or by others.People undertake research in order to find things in a systematic way, therebyincreasing their knowledge. The research project involves an explanation of themethods used to collect information, argue why the results are meaningful and explainany limitations that are associated with them.

Research Objective

The questionnaire in this project was design which fulfilled our objective getting

the information about the preferences of the customers.

The objective of the study is to find the behavior of consumer towards their

preference to purchase the item/product on the basis of following factors:

Company Advertisement. What attracts them to decide to purchase? Service levels Product range and availability. Number of times they have visited.

To identify the factors that influences the buyers to buy & non-buyers

to buy from local players.

To understand the most motivating factor for the people when they adopt

a particular store

To understand different marketing strategy adopted by the

unorganized Retailer to fight with Organized Retailer.

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Research process

Research process consists of a series of action or actions or steps necessary toeffectively carry out research and the desired sequencing of these steps. The various

steps can be summarized as follows-

Formulating the research problem

Developing the hypothesis

Preparing the research design

Determining the sample design

Collecting the data

Analysis of the data

Hypothesis testing

Generations and interpretations

Preparations of the report or presentation of the result i.e. formal write-up of conclusion reached.

Research Design

Research Design for India Bulls Mart is planned structure and strategy of investigationconceived so as to obtain answers to research, questions or objectives and also tocontrol variances. The research design can be understood as mentioned under-

The data used in this project was primary data.The data was collected by the means of questionnaire.Fieldwork has been has been done in getting questionnaire filled by therespondents.The project is form of descriptive research.Statistics is being used for the analysis.Percentage analysis is used for statistical presentation of the primary datacollection.

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Sampling Design

Definition of PopulationThe Sampled population is the existing and prospective customer of local

players within the geographical boundary of city of Indore of Madhya Pradesh.

Sampling Unit

The sampling unit has been taken as individual as well as group activities. Thisis because shopping ones personal belonging and generally people done it in group.and mostly decision has been taken on individual basis in apparels category, andgroup decision for home products. Mostly decision is taken by getting influencethrough our peer group or by celebrities.

Sampling Plan

The sampling procedure used during the survey was stratified randomsampling, which is a probability sampling, done from different strata decided.

Sample SizeThis survey has been conducted among 200 peoples .They has been

categorized as under:-

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Students 44Services 82

Housewives 45Businessmen 38


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Sample Segmentation

Subcategories

24

Sample

Customers who arestudents

Customers who areWorking class

Customers who areHousewives

Customerwho goes tobuy fromorganizedretail

Customerwho dont goto buy fromOrganizedRetail

Customers who areBusinessman


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Graphical Analysis

Q.1.How often do you shop. (Tick)

Frequency of shoppingCHI square 33Degree of freedom 2Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 66.67

Total response

51%30%

19%a) Once a week

b) Fortnightly (15days)

c) Monthly

Interpretation:-

According to graph Out of 200 respondents 51% i.e 103 of customers visit once a weekto store.

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Total respons e Expected no.a) Once a week 103 66.67b) Fortnightly (15days)

59 66.67

c) Monthly 38 66.67


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Q2.From where you prefer to shop:

Total response Expected no.(a) Organized retailstore(shopping mall)

135 100

(b) Unorganized retailstore(traditionalmarket)

65 100

Preference of shoppingCHI square 24.5Degree of freedom 1Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 100

Total respons

67%

33%

(a) organized retaistore(shoppingmall)

(b) unorganizedretailstore(traditionalmarket)

Interpretation:-

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According to graph Out of 200 respondents 67% i.e 135 people prefer to shopfrom organized retail store.

Q3. If you buy from organized retail from where do you buy:

Total response Expected no.(a) Reliance Fresh 72 50(B) IndiaBulls Mart 66 50(C) Aapurti 10 50(D) Others 52 50

Place of shoppingCHI square 46.08Degree of freedom 3Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 50

Total response

36%

33%

5%

26% (a) Reliance Fresh

(B) Indiabulls Mart

(C) Aapurti

(D) Others

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Interpretation:-

According to graph Out of 200 respondent 36% i.e. 72 people like to shop fromReliance fresh followed by IndiaBulls Mart i.e 66 .

Q.5.With whom you generally prefer to purchase (Tick)-

Total response Expected no.1. Friends 33 502. Family 85 503. Alone 44 504. Husband/wife 38 50

Company while shopping

CHI square 33.88Degree of freedom 3Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 50

Total response

17%

42%

22%

19%1. Friends

2. Family

3. Alone

4. Husband/wife

Interpretation:-

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According to graph, Out of 200 respondents 42% i.e 85 people shop along withtheir family member.

Q6. Are you happy with the change in retail trend, i.e., fromvendors to organized retail;

Total response Expected no.(a) Agree 141 66.67

(b) Disagree 18 66.67(c) Neither agrees

nor disagrees41 66.67

Attitude towards changeCHI square 128.8Degree of freedom 2Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 66.67

Total res pon

70%9%

21%

(a) Agree

(b) Disa gr

(c) Neitheagrees nor disagrees

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Interpretation:-

According to graph, 70% i.e 141people are happy with the change in retail.

Q.7 Services/benefits given by the organized retail are:

Total response Expected no.(a) Excellent 21 17.5

(b) Good 36 17.5(c) Average 12 17.5

(d) Bad 1 17.5

Benefits of organized retail

CHI square 37.52Degree of freedom 3Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 17.5

Total response

15%

48%

31%

6% (a) Excellen

(b) Good

(c) Average

(d) Bad

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Interpretation:-

According to graph Out of 70 respondents 48%i.e 36 IndiaBulls customer considers its service as GOOD

Q.8 Do you think shopping from organized retail store is statussymbol:

Total response Expected no.(a) Agree 100 66.67(b) Disagree 51 66.67(c) Neither

agrees nor

disagrees

49 66.67

Status symbolCHI square 25.01Degree of freedom 2Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 66.67

Total response

49%

26%

25%

(a) Agree

(b) Disagree

(c) Neither agrees nor disagrees

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Interpretation:-

According to graph, 49% i.e.98 people think that shopping from organized retailis a sign of status symbol.

Q.9 Are you loyal to your store?

Total response Expected no.(a) Agree 50 23.33(b) Disagree 6 23.33(c) Neither agreesnor disagrees

16 23.33

Loyalty towards storeCHI square 45.63Degree of freedom 2Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 23.33

Total response

70%

8%

22%(a) Agree

(b) Disagree

(c) Neither agreesnor disagrees

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Interpretation:-

According to graph, 70% i.e 50 IndiaBulls customer are loyal to the store.

Q.10 on which type of product you prefer home delivery

Total response Expected no.a) Grocery 52 17.5(b) Fruit and

vegetable

17 17.5

(c) Persona care 1 17.5(d) Home care 0 17.5

Preference on home deliveryCHI square 93.41Degree of freedom 3Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5

.with the minimum expected cell frequency 17.5

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Total response

75%

24%

1%

0%

a) Grocery

(b) Fruit and

vegetable(c) Persona care

(d) Home care

Interpretation:-

According to graph, 75% i.e 52 IndiaBulls customer prefer grocery to be homedelivered.

Q.11 Does home delivery service affect your purchasedecision?

Total response Expected no.(a) Agree 30 23.33(b) Disagree 22 23.33


18 23.33

Effect of home deliveryCHI square 10.495Degree of freedom 2Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 23.33

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Total response

43%

31%

26%

(a) Agree

(b) Disagree


Interpretation:-

According to graph, 43% i.e 30 IndiaBulls customers thinks that home deliveryservice affects their purchase decision.

Q.12 what difficulty you find in home delivery?

Total response Expected no.(a) Time 32 17.5(b) Quality 13 17.5(c) Quantity 10 17.5(d) Damage 15 17.5

DrawbacksCHI square 16.72Degree of freedom 3Asymp.sig .ooo

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0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 17.5

Total response

46%

19%

14%

21% (a) Time

(b) Quality

(c) Quantity

(d) Damage

Interpretation:-

According to graph, 46% i.e 32 Indiabulls customers think that time is the

biggest drawback of Indiabulls home delivery service.

Q.13 Have you ever availed home delivery service of the store?

Total response Expected no.(a) Agree 51 35(b) Disagree 19 35

Availed home deliveryCHI square 14.62Degree of freedom 1Asymp.sig .ooo

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0 cell (.0%) have expected frequencies less than 5.with the minimum expected cell frequency 35

Total response

73%

27%

(a) Agree

(b) Disagree

Interpretation:-

According to Graph Out of 70 respondents 73% i.e 51 Indiabulls customersavails the Home Delivery Services

Q.14 The merchandise available at the store is sufficient to fulfill your needs?

Total response Expected no.(a) Agree 56 35(b) Disagree 14 35

Product range and availabilityCHI square 19.91Degree of freedom 1Asymp.sig .ooo0 cell (.0%) have expected frequencies less than 5

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.with the minimum expected cell frequency 35

Total response

74%

26%

(a) Agree

(b) Disagree

Interpretation:-

According to graph, 74% i.e 56 Indiabulls customers think that merchandise

available at the store is sufficient to fulfill their needs

Q15. Rate the following variables on the basis of how you preferto shop.(1 is the least important and 5 is the most important)

I II III IV VNear to home 2

41 36 38 101

One stop shop 10

21

41 56 72

Price 7 8 25 66 94

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Variety 4 12

30 58 96

Home delivery 32

18

55 49 36

Display 24

31

58 49 38

Credit Facility 19

16

45 64 56

Return\Exchange

16

14

40 56 74

Parking Facility 20

26

25 59 70

In store Help 14

25

45 61 55

Behavior of staff 10

11

40 66 73

Quality of

product

5 3 23 66 103

Offers availableat store

18

16

35 65 66

Factors Affecting Purchasing Decision

0

20

40

60

80

100

120

N e a r

t o h o m e

O n e s

t o p s h o p

P r i c e

V a r

i e t y

H o m e

d e l i e v e r y

D i s p l a y

C r e d

i t F a c

i l i t y

R e t u r n

\ E x c

h a n g e

P a r

k i n g

F a c

i l i t y

I n s t o r e

H e l p

B e h a v

i o r o f s t a f

f

Q

u a l i t y o f

p r o

d u c t

O f f e r s a v a i

l a b l e

a t s t o r e

IIIIIIIVV

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Interpretation:-

I - FirstII - SecondIII - ThirdIV - FourthV - Fifth

According to the Graph for big number of People Quality of affect their purchasedecision followed by the Near to Home store, Variety and price affect their decisionmost while Home delivery ,Display and Credit facilities have lesser affect on their purchasing decision.

Q.16 Read the following statements and indicate your response onthe scale mentioned

1 2 3 4 5StronglyAgree

Agree Neutral Disagree StronglyDisagree

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I II III IV VI prefer to shop from the nearbyoutlet

53 75 24 30 18

I feel proud of buying what myparents having been buying

25 53 63 37 22

I explore several stores before Ishop

25 48 65 30 32

Traditional markets offer bestprice deals.

39 32 58 32 39

I always make a shopping listbefore I shop

38 76 39 25 22

I make my budget then buy. 45 55 36 38 26

I generally want someone tosuggest what to buy

34 62 41 42 21

Big stores have good offers 24 65 39 33 39I dont mind traveling to shop. 32 58 30 54 26Big stores generally charge highprices

13 30 68 27 62


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010

20

3040

5060

7080

I p r e

f e r

t o s h o p

f r o m

t h e n e a r b y

o u

t l e t

I f e e l p r o u

d o

f b u y

i n g w

h a t m y

p a r e n

t s h a v

i n g

b e e n

b u y

i n g

I e x p

l o r e s e v e r a l s t o r e s

b e f o r e

I

s h o p

T r a

d i t i o n a l m a r

k e t s o

f f e r

b e s

t p r i c e

d e a

l s .

I a l w a y s m a k e a s h o p p

i n g

l i s t

b e f o r e

I s h o p

I m a k e m y

b u

d g e t

t h e n

b u y .

I g e n e r a l

l y w a n

t s o m e o n e

t o

s u g g e s

t w

h a t

t o b u y

B i g s t o r e s

h a v e g o o

d o

f f e r s

I d o n

t m

i n d t r a v e l

i n g

t o s h o p .

B i g s t o r e s g e n e r a l

l y c h a r g e

h i g h

p r i c e s

IIIIIIIVV

Interpretation:-

I - FirstII - SecondIII - ThirdIV - FourthV - Fifth

According to the Graph large nuber of people agrees with the statement that theyprefer to buy from nearby store and people agree with that they make shopping listbefore Purchasing. While a most of the people dont mind to go far for Shopping.

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STRENGHTS

1. Good financial base

2. A new innovative products and services

3. Doesnt believe in providing so much discounts but believes in

giving better services4. Home delivery services

5. Good customer loyalty programmes.

6. Increasing market share leading to a virtuous and profitability

7. Good Market Goodwill

8. Diverse branch network provide sample opportunities to penetrate

deep into the existing and untapped market.

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WEAKNESS

1. Weak brand promotional activities.

2. No Godown facility in the stores.

3. Limited customer representatives.

4. Limited no. of stores5. Product Gapping

6. Poor inventory control management

7. Lack of big brand names in products.

8. Lack of security to prevent theft and pilferage.

9. Lack of technology at POS.

10. Lack of brand awareness of store.

11. Lack of proper refrigeration facilities leading to spoilage of

perishable goods.

12. No entertainment facilities like music.

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OPPORTUNITIES

1. An unfulfilled customer need.

2. High Growth in the Market.

3. Mergers, joint ventures or strategic alliances with the local product

dealers.

4. Arrival of new technology.

5. Change in buying pattern of buyers.

6. Change in market trend from traditional retailing to organized

retailing.

7. Increasing purchasing power parity.

8. Increase in customer knowledge level.

THREATS

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1. Price war with competitors.

2. Emergence of Super kirana stores.

3. Competitors have superior access to channel of distribution.

4. Competitors have new innovative products and services.

5. Threat from international biggies.

6. High threats from mom and pop stores.

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FINDINGS

Customers/consumer mostly prefers to buy on the weekly basis due to itsconvenience.

Customer / consumer mostly prefer to shop with family and they give secondpreference shopping alone.

It is considered that the services provided by the organized retailer are goodand they are happy with it.

Now a days people prefer purchase from Organised Retail rather thanUnorganised retail market due to availability of many factility to them under asingle roof.

Today costumer like to puchase from the near by outlet they dont like to go far .

Today consumer are more Quality conscious rather than pice and offersavailable at the stores.

People consider the home delivery is good when needed and provided they arenot dependent on home delivery of products.

Generally people make a list of shopping item which they want to shop from themarket with predefined Budget amount

Most of the customer from where they buy is loyal towards their store.

Mostly customers prefer to avail home delivery for grocery items.

Through our survey we find that 49% customers are agree that their buyingdecision affect by home delivery.

Mostly customers find time related difficulties in home delivery.

Through our survey we found 75% customers have availed home delivery atonce or twice or generally take.

74% customers are agree that the merchandise available at the store issufficient.

36% customers prefer to buy from reliance fresh due to its services andconvenience

Most of the people consider that change in Retail format is GOOD.

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RECOMMENDATIONS

IndiaBulls Mart Should starts the bundle marketing to attract the morepercentage of customers.

IndiaBulls Mart should work on credit policy to consumer.

IndiaBulls Mart should emphasis on advertising on both electronic and printmedia.

IndiaBulls Mart should have their own recreation and refreshment facility likepopcorn shop.

IndiaBulls Mart Should increase the number of customer servicerepresentatives.

IndiaBulls Mart Should makes Inventory Management system more effective.

IndiaBulls Mart should make the Branch self-Informative.

IndiaBulls Mart Should open more Stores to approach to large no. of population.

IndiaBulls Mart should provide training and development programmes for all

employees.IndiaBulls Mart Should increases market penetration strategies.

IndiaBulls Mart Should Make security more effective.

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Questionnaire

Dear respondent, The project aims to study the retail trends of the city andcomparison between various retail (FHPC format) stores.

Kindly cooperate and oblige.

Gender: M/FAge: ____ Occupation: ________________________________________________ Area of stay: _______________________________________________ Family members (No.):______

Q.1.How often do you shop. (Tick)a) Once a week ____ b) Fortnightly (15 days) ____ c) Monthly ____

Q2.From where you prefer to shop:(a) Organized retail store (shopping mall)(b) Unorganized retail store (traditional market)

Q3. If you buy from organized retail from where do you buy:(a) Reliance Fresh(B) IndiaBulls Mart (C) Apart (D) Others

Q.4.What is the approximate monthly expenditure (Amount Rs.) on following-

a. Food and Grocery _______ b. Personal care/Fitness _______ c. Entertainment _______ d. Consumer durables _______ e. stationery_______

Q.5.With whom you generally prefer to purchase (Tick)-1. Friends ____ 2. Family ____ 3. Alone ____ 4. Husband/wife ____

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Q6. Are you happy with the change in retail trend, i.e., fromvendors to organized retail;

(a) Agree(b) Disagree(c) Neither agrees nor disagrees

Q.7 Services/benefits given by the organized retail are:(a) Excellent (b) Good (c) Average(d) Bad

Q.8 Do you think shopping from organized retail store is statussymbol:

(a) Agree(b) Disagree(c) Neither agrees nor disagrees

Q.9 Are you loyal to your store?(a) Agree

(b) Disagree(c) Neither agrees nor disagrees

Q.10 on which type of product you prefer home delivery (a) Grocery (b) Fruit and vegetable(c) Persona care(d) Home care Q.11 Does home delivery service affect your purchasedecision?

(a) Agree

(b) Disagree(c) Neither agrees nor disagrees

Q.12 what difficulty you find in home delivery?(a) Time(b) Quality (c) Quantity

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(d) Damage

Q.13 Have you ever availed home delivery service of the store?

(a) Agree(b) Disagree

If agree,Satisfactory Dissatisfactory

Average

If you have never take home delivery service then, why?

Q.14 the merchandise available at the store is sufficient to fulfill your needs?(a) Agree(b) Disagree

Q15. Rate the following variables on the basis of how you preferto shop.(1 is the least important and 5 is the most important)

Near to home 1 2 3 4 5One stop shop 1 2 3 4 5Price 1 2 3 4 5Variety 1 2 3 4 5Home delivery 1 2 3 4 5Display 1 2 3 4 5Credit facility 1 2 3 4 5Return/Exchange 1 2 3 4 5Parking facility 1 2 3 4 5In store help 1 2 3 4 5Behavior of staff 1 2 3 4 5Quality of product 1 2 3 4 5Offers available 1 2 3 4 5

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Q16 Read the following statements and indicate your responseon the scale mentioned

1 2 3 45

Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

1. I prefer to shop from the nearby outlet 1 23 4 5

2. I feel proud of buying what my parentsHaving been buying. 1 2 3

4 53. I explore several stores before I shop 1 2 34 5

4. Traditional markets offer best price deals. 1 2 34 5

5. I always make a shopping list before I shop. 1 23 4 5

6. I make my budget then buy. 1 2 34 5

7. I generally want someone to suggest whatto buy 1 2 3 4

58. Big stores have good offers. 1 2 3

4 59. I dont mind traveling to shop. 1 2 3

4 5

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10 Big stores generally charge high prices 1 23 4 5

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References

KeyNote Research Ltd.- Consumer Behaviour, Fourteenth edition 1998

Ernst & Young- The Great Indian Retail Story , 2006

Arif Sheikh & Kaneez- Retail Management , 2008

Rai Management Journal, vol.6 th

Retailbiz, Magazine edition (Jan 09-april-10)

www.indianretailforum.com

www.thehindu.com

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