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PROJECT REPORT ON “M N GEMENT OF DISTIBUTION

PROCEDURE FOLLOWED BY SHOPPING M LLS WITHIN

GUW H TI CITY” 

Submitted in partial fulfilment of the requirement for the award of the degree of “B.COM 6th 

SEM 2014-03-01

Submitted To: APURBA SARMAH

B.COM 6TH SEM

ROLL- 0003

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  CERTIFICATEThis is to certify that Sudhanshu leekha pursuing Bachelor of BusinessAdministration from Ideal

Institute of Management and Technology hascompleted

this project under my supervision and guidance. He hastakencare of all necessary aspects and shown interest and

sincerity during thecompletion of the project report on

Effect Of Branding On ConsumerBuying Behavior to myfull satisfaction.I certify that this project is up to my

expectations as per the guidelineslaid down by GuruGobind Singh Indraprastha University.Mrs. Astha

Sharma andDr. Richa Gupta

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ACKNOWLEDGEMENT Management is a

 profession wherein no work can be accomplished

without the help and assistance of a large number of

 people, be it your superiors or subordinates. A good

manager is the one who knows how to get the work

accomplished with the help of his colleagues. As future

managers, we are taught to practice such behaviour at

every step. This project is also a part of it.I would liketo thank Ideal Institute of Management and Technology

for providing me with this great opportunity to work on

this report and choosing my own topic of interest.

Further I would also like to thank everyone in Ideal

Institute of Management and Technology with whom I

have come in contact during the preparation of this

dissertation. I wish to express my sincere gratitude to

Mrs. Roji Sharma for their extended support during the

study and preparation of the report. All have been

 profoundly instrumental in making the project

undertaken the source of knowledge providing all thesupport and necessary guidance. SUDHANSHU

LEEKHA

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  EXECUTIVE SUMMARY Brand is a Guarantee, anassurance for a defined standard of quality for the first

time and for every time but not the vice versa. Brand is

name or logo that plays the role in the mind of thecustomer. Brands do not compete in the product area but

compete for the mind space of the customer. A brand

once established in the mind of the customer becomesindelible when customer identifies itself with that

 particular Brand. Branding is an effective marketingstrategy tool that has been used with frequent success in

the past. Branding can be an effective and powerful toolfor all types of business organizations. If brand owners

use their product correctly, the payoffs can besubstantial. However, if brands are mismanaged, the

results can be damaging. This report is aimed toinvestigate the effect of brand on consumer buying

 behaviour. How much consumers are prepared to pay for

 branded products, how important they consider price,

 brand or other factors during their purchasing decisions.The Report aimed at comprehensive literature review on

 branding, brand loyalty, brand awareness, brand equityand brand perceptions, price sensitivity and willingness

to pay.

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  TABLE OF CONTENTS

Chapter 1 –  Introduction 01-061.1

Introduction 021.2

Project Aims & Objectives 031.3

Limitations of the Project 062.

Chapter 2 –  Literature Review 07-202.1

Understanding Branding 08 2.1.1

History of Branding 11 2.1.2

Branding in today’s Markets 13 2.1.3 

Importance of Branding 15 2.1.4

Development of Brand Equity 18 2.1.5

The Competitive Advantage of Brand Loyalty 192.2

Understanding Consumer Buying Behavior 21 2.2.1

Factors Affecting Consumer Buying Behavior 22 2.2.2

Consumer Buying Decision Process 25

Branding’s Influence on Consumer Purchasing Behavior 28 2.3.1

Impact on the Consumer Learning Process 31 2.3.2

Impact on Consumers’ Perception of Brands 32 2.3.3 

Impact on Consumers’ Attitudes towards Brands 362.4

Positioning 37 2.4.1

Usefulness of Positioning 37 2.4.2

Brand Positioning 38 2.4.3

Elements of Positioning 393.

Chapter3 - Research Methodology 41-433.1

Introduction 423.2

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  Research Approach 423.2.1

Secondary Data 423.2.2

Primary Data 433.3

Data Collection Tools 434.

Chapter 4 - Findings & Analysis 44-734.1

Secondary Research Findings 45 4.1.1

Current Consumer Trends 48 4.1.2

Top Brands in India 51 Page 6

Primary Research Findings 575.

Chapter 5 - Conclusions & Recommendations 74-795.1

Conclusions 755.2

Recommendations 77

Bibliography 80

Annexure 81-87

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CHAPTER (1) 

INTRODUCTION :-

Definition of 'Distribution Management': Overseeing the movement of goods from

supplier or manufacturer to point of sale. Distribution management is an overarching term

that refers to numerous activities and processes such as packaging, inventory, warehousing,

supply chain and logistics.

Investopedia explains 'Distribution Management': Effectively managing the entiredistribution process is critical to financial success and corporate longevity. The larger a

corporation or the greater the number of supply points a company has, the more it will need

to rely on automation to effectively manage the distribution process.

Product distribution (or place) is one of the four elements of the marketing mix. 

Distribution is the process of making a product or service available for use or consumption by

a consumer or business user, using direct means, or using indirect means with intermediaries. 

The other three parts of the marketing mix are  product,  pricing, and  promotion. 

Shopping mall

From Wikipedia, the free encyclopedia

The interior of the Toronto Eaton Centre in Toronto, Canada. 

A shopping mall, shopping center/centre, shopping arcade, shopping precinct, or simply

mall is one or more buildings forming a complex of  shops representing merchandisers, with

interconnecting walkways enabling visitors to walk from unit to unit. Other establishments

including movie theaters and restaurants are also often included.

As traders moved into more spacious shops in the early 19th century high streets developed,

 but wealthier people (who could afford to travel to city centres for pleasure) started wantingshelter from rain, so shopping arcades were developed. With new innovations like escalators 

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these evolved into shopping centres and with the rise of the automobile these evolved into

shopping malls.[citation needed ] 

From early on, the design tended to be inward-facing, with malls following theories of how

customers could best be enticed in a controlled environment. Similar, the concept of a mall

having one or more "anchor stores" or " big box stores" was pioneered early, with individualstores or smaller-scale chain stores intended to benefit from the shoppers attracted by the big

stores.[1] 

Contents

Shopping centres

The Guwahati city has several shopping malls:[30]

 

  Eastrends

  The HUB

  Ohio Shopping

  Fort mall

  Sohum Shoppe (Fancy Bazar & GS Road)

  Sohum Emporio

  The Cube

  Dona Planet

  Westside

  Pantaloons  Spanish Garden

  Dihang Arcade

  Big Bazaar

  Metro Bazar

  Vishal Megamart

  Reliance Trendz

  Megha Plaza

  Anil Plaza

  Big Bazaar

  Shoppers Point

  FBB (Fashion at Big Bazaar)  Anmol Bazar at Kahilipara (colony bazar)

  Daily Bazar at Rehabari