A MAJOR PROJECT REPORT AND VIVA VOCE

ON

“A STUDY ON CONSUMER PREFERENCE TOWARDS ORGANISED

AND UNORGANISED RETAIL STORES”

Submitted in partial fulfilment for the award of the degree

Master of Business Administration

Chhattisgarh Swami Vivekanand Technical University, Bhilai

Submitted by,

Surya prakash rao

MBA – Semester IV

(Session 2013)

Approved By,Dr.Neeta Tripathi

Head of the DepartmentGuided By,

Guided By, Mr.samir jaiswal

Asst. Professor

Shri Shankaracharya Institute of Technology and Management

1

Junwani, Bhilai (C.G.) - 490020

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DECLARATION BY THE CANDIDATE

I the undersigned solemnly declare that the report of the research report work entitled A STUDY ON

CONSUMER PREFERENCE TOWARDS ORGANISED AND UNORGANISED RETAIL STORES is based on my own

work carried out during the course of my study under the supervision of Mr. Sanjib Pal

I assert that the statements made and conclusions drawn are an outcome of my research work. I

further declare that to the best of my knowledge and belief the report does not contain any part of any

work which has been submitted for the award of MBA degree or any other degree/diploma/certificate in

this University or any other University of India or abroad.

_________________(Signature of the Candidate)

D.surya prakash raoEnrolment No: AI6137

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CERTIFICATE

This is to certify that the project A STUDY ON CONSUMER PREFERENCE TOWARDS ORGANISED AND

UNORGANISED RETAIL STORES submitted to Shri Shankaracharya Institute of Technology & Management,

Bhilai in partial fulfillment of the requirement for the award of Master of Business Administration (MBA) is a

bonafide work carried out by D.surya prakash rao, a student of MBA IV Sem, under my supervision and

guidance.

Mr. samir jaiswal Asst. Professor,

SSITM

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ACKNOWLEDGEMENT

At the completion of this research it is customary to acknowledge to the gratitude and thanks to those who had invaluable contribution in accomplishing the work, but for me it is more than a usual practice because there is hardly any work which is more pleasant than to bestow my thanks.

I am beholder to the dedicated teaching attitude of Mr. Sanjib Pal of our institute for allotting me this topic and rendering me valuable suggestion for successful accomplishment of this research work.

I express my sincere thanks to my research guide Mr.Sanjib pal, Asst. Professor for providing me vital instruction, necessary directive and valuable advice in various phase of this gigantic work.

Place: Bhilai d.surya prakash rao

Date : MBA IV SEM

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TABLE OF CONTENTS

i. CERTIFICATE

ii. DECLARATION

iii. ACKNOWLEDGEMENT

iv. TABLE OF CONTENTS

v. EXECUTIVE SUMMARY

1. INTRODUCTION Page No.7-8

2. LITERATURE REVIEW Page No.9-44

3. RESEARCH METHODOLOGY Page No.45

4. DATA ANALYSIS AND RESULTS Page No.46-51

5. INTERPRETATION OF FINDINGS Page No.52

6. RECOMMENDATIONS Page No.53

7. LIMITATIONS Page No.53

8. CONCLUSION Page No.53

i. REFERENCES Page No.54

ii. APPENDICES Page No.54

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EXECUTIVE SUMMARY

After going thick on the thing now time is to make complete picture Organized Retail Stores are the market leader in the field of Retailing. These stores have been very successful in its strategy of upgrading the consumer in the mobile business segment. Organized stores have made sure that it makes its consumers move up the product chain by introducing same products to the new customers. Mostly respondents prefer Branded Product. Many respondents are buying products by brand name. Fewer respondents are purchase once in a month, Mostly respondents are usually visit these stores, some respondents purchase this brand by Friends and some respondents are preference of brand by brand name.

Customer satisfaction

A business term is a measure of how products and services supplied by these stores meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

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INTRODUCTION

WHAT IS RETAIL?

Retail consists of the sale of goods or merchandise from a fixed location, such as a department store,

boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing

may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In

commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either

directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are

often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the

process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also

applied where a service provider services the needs of a large number of individuals, such as a public utility,

like electric power.

Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping

streets may be for pedestrians only.

Sometimes a shopping street has a partial or full roof to protect customers from

precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C)

transactions and mail, are forms of non- shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to

obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational

shopping often involves window shopping (just looking, not buying) and browsing and does not always

result in a purchase. Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and many others

are ready to enter the retail markets. The rising demand of branded products and increase in purchasing

power has lured these companies to enter the market.

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The Apple store retail location on the Magnificent Mile in Chicago.

The world's only Garmin retail location is located on the Magnificent in Chicago.

Retail comes from the French word retailer, which refers to "cutting off my hands, clip and divide" in terms

of tailoring (1365). It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433

(French). Its literal meaning for retail was to "cut off, shred, off my toes paring". Like the French, the word

retail in both Dutch and German (detailhandel and Einzelhandel respectively), also refers to the sale of

small quantities of items.

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Company’s Profile Reliance retail

Reliance Retail It’s time for the Reliance Retail juggernaut to unleash three more specialty formats on unsuspecting

masses. They’ll all be under the Home umbrella-and the venture could even be called Reliance Home-with

separate for-mats for furniture, furnishing and kitchen equipment. That will be yet another launch of yet

another specialty format from RRL, in yet another category. Consider the rollout-which ronak would rather

term a “cloudburst,”-so far: Hypermarkets, Reliance Town Centers, supermarkets, convenience stores,

specialty stores (digital, health and wellness, apparel, etc.), rural business hubs; in categories like food &

grocery, consumer durables &electronics, auto care and lifestyle. The big bang of course has been in foods&

grocery, where

RRL has 572 Reliance Fresh stores across 59 cities. And there’s the biggest store in India

, the hypermart that’s branded Reliance Mart (there are three of them so far), in Ahmadabad, spread

over165, 000 sq. ft. That it still has ample empty spaces is another matter, but the quest for size scale is

typical of the Ambani strategy of creating capacities not based on today’s demand conditions but what will

play out in future.

Ronak hasn’t had much time to breathe easy-the 30 minutes he spent with this writer at the Bombay

Gymkhana may have been the only moments of respite in a longtime, sandwiched as he is between

meetings of the various teams (of the Footprint Stores, the Digital Stores, Wellness Stores). Over the past

five weeks, and the coming seven, Ronak has had, and will have, his hands full putting in place some more

hypermarts.

Currently, RRL is spread over 3.5 million sq. ft (105 million sq. ft being hogged by the 572 Reliance Fresh

Stores selling fruits & vegetables)-all done over the past17 months, which has company officials boasting

that this is the fastest rollout and such a scale in the world. “In categories like garments and lifestyle,

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and to a certain extent consumer durables, (organised retail) has madesignificant progress. But in foods and

grocery, the biggest market, the action has yet to play out,” says Ronak, who is also on the board of RRL.

At the Reliance group, the various heads of the retail ventures function as stand-alone entrepreneurs,

who’ve crafted their own business plans, got the ventures financed by the group, and who now have to

deliver results. The common thread running through these various forays is a burning desire to provide

quality products and services at the best prices, and in the most convenient setting. For this purpose,

Reliance is also attempting to create an efficient global supply chain in an effort to add more value. “We

have seen significant progress at the shop-keeping end of organised retail. But the

competitive edge will lie with those who are successful in creating an efficient supply chain. The big lacuna

today is in logistics and distribution, which also makes it a significant opportunity,”

One of the many significant shifts in strategy at Reliance over the past year has been the eagerness to strike joint ventures. And that’s best manifested in the retail thrust.RRL has joint ventures with Marks & Spencer (for clothing and home ware),

RAHEJA’S

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Raheja Corp is a success story spanned across decades and continues to achieve higher targets relentlessly

for quality performance and service in diverse fields of real realty business, hospitality sector and retailing

outfits.

The group has made an impact on the supply side of the modern day

living.A style that has been the dream of new class of consumers, a styleencompassing the whole range of

consumption pattern of the young and the upcoming consumers that has become synonym with the brand

K Raheja Corp.

The group has pioneered the trend of setting world class hotels andconvention centers across the country

with enhanced facilities to meet thebusiness and leisure needs of the international and domestic traveler.

The higher standards set by the group in its pursuit to position India on par with the developed economies

of the world and with a vision to be and remain at the commanding height of Real Estate Business.

Retailing in India is up for transition. It has broken the safe and claustrophobic space of an eggshell and

rearing to grow into a giant that will match the retailing practices of the west.

K Raheja Corp are the pioneers in organised retail by taking a first giant step to successfully establish

a retail store know as "Shopper's Stop “The group is expanding its retail chains across the country on the

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back of the vast experience it gathered from feedbacks and keen observance of people's taste keeping in

tune with its culture, customs, traditions and income.

Crosswords, Inorbit Mall and Hyper City have set new bench marks on the basis of information and

adaptation of worldwide changes, innovations and new techniques in

1991 Shopper’s Stop retailing practices.

2000 Crossword – Book Store

2004 Inorbit Mall

2006 Hypercity

2008 Inorbit Vashi

RPG GROUPCompany’s in Retail Sector:

Spencer’s Retail

Spencer's Retail Limited is one of India's largest and fastest growing multi-format retailer with 220 stores,

including 30 large format stores across 35cities in India. Spencer's focuses on verticals like fresh fruit and

vegetables, food and grocery, personal care, garments and fashion accessories, home and office essentials,

electrical and electronics. Established in 1996, Spencer’s has become a popular destination for shoppers in

India with hypermarkets and convenient stores catering to various shopping needs of its large consumer

base.

Operations

Spencer’s has retail footage of approximately 1 million square feet and

over 220 Spencer's stores in 35 cities. The company operates through thefollowing formats:

• The Spencer's Hyper stores are destination stores, of more than 15,000sq. Ft in size. They offer everything

under one roof. The merchandise ranges from fruits & vegetables, processed foods, groceries, meat,

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chicken, fish, bakery, chilled and frozen foods, garments and fashion accessories, consumer electronics &

electrical products, home decor and needs, office stationeries, soft toys. On an average, a Spencer’s hyper

stocks 70,000 SKUs across 35,000 items.

• The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft. These stores

stock the necessary range and assortment in fruit and vegetables, FMCG food and non-food, staples and

frozen foods and cater to the daily and weekly top-up shopping needs of the consumer.

Au Bon Pain

Spencer’s Retail Limited, has tied up with Au Bon Pain, the Boston-based fast casual dining and bakery café

chain with more than 200 outlets in the USA, South Korea, Taiwan and Thailand. A joint venture has been

formed between Spencer’s Retail Limited and Varin Narula which would be the Master Franchisee of Au

Bon Pain in India. Varin is the Director &Promoter of Au Bon Pain, Thailand. The outlets will offer the

choicest of healthy and nutritious food, bakery products and beverages in a relaxed and casual

environment.

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Beverly Hills Polo Club

Spencer’s has signed an exclusive tie-up with the renowned apparel brand Beverly Hills Polo Club. Beverly

Hills Polo Club® evokes casual, relaxed yet affluent and elegant Southern Californian lifestyle. It presents

product categories in-tune with its image viz, T-Shirts, polo’s, sweat shirt & sweatpants, causal shirt &

trousers, denims, winter wear, eyewear and watches for men and women. Formal shirts & trousers are an

added category in the menswear segment. It is strategically developed by Spencer’s for the Indian market

with fine product attributes that makes fashion, affordable.

Pantaloon Retail (India) Limited,

It is a large Indian retailer, which is part of the Future Group , and operates multiple retail formats in both

the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the company

has over 1,000 stores across 71 cities in India and employs over 30,000 people, and as of 2010, it was the

country's largest listed retailer by market capitalization and revenue.

With effect from 1 January 2010 the company separated its discount store business, which includes the Big

Bazaar hypermarket and the Food Bazaar supermarket businesses, into Future Value Retail Ltd., its wholly-

owned subsidiary, so that the company may be listed independently.

The company’s brands include Pantaloons, a chain of fashion outlets, Big Bazaar , a hypermarket chain and

Food Bazaar, a supermarket chain. Some of the company's other regional brands include, Depot, Shoe

Factory, Brand Factory, Blue Sky, all, Top 10 and Star and Sitara.

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A subsidiary company, Home, operates Home Town, a large-format home solutions store, Collection-i,

selling home furniture products and E-Zone focused on catering to the consumer electronics segment.

Lines of Business

The company is present across several lines of business which have various formats (stores) plywood, The

Dollar Store (JV)

Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10,Fashion Station, Big Bazaar,

Lee Cooper (JV)

General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S

FAIR PRICE

Electronics - eZone, Electronic Bazaar, STAPLES (JV)

Home Improvement - Home Town

Furniture - Collection i, Furniture Bazaar, Home Bazaar

E-tailing (Online Shopping) - www.futurebazaar.com

Books & Music - Depot

Leisure & Entertainment - Bowling Co., F123

Wellness - Star & Sitara, Tulsi

Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, FutureAxiom

Consumer Durables - Koryo, Sensei, IPAQ

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Service - E Care, H Care , Design & Service

Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore, Ahmadabad)

Investment & Savings - Insurance: ULIP, Pension, Endowment etc.

Stock Information

Listed on: Bombay Stock Exchange

Stock Code: BOM: 523574

Company Timeline

1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s

first formal trouser brand.

1992 Initial public offer (IPO) was made in the month of May.

1997 Pantaloons – India’s family store launched in Kolkata.

2001 Big Bazaar, ‘Isse sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.

2002 Food Bazaar, the supermarket chain is launched.

2007 Future Group crosses $1 billion turnover mark

IMPORTANCE AND SCOPE OF RETAILING

While there is a lot of debate going on the impact of organised retailing on unorganised sector,

there is little we know of how it will impact our economy in general. Common sense says that perhaps it will

help theeconomy (every better looking thing is good for the economy. Swanky Call centers that brought

outsourcing to us helped in fuelling the feel good factor. Same is for IT/BT companies. So similar should be

the case with these retailers)

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Surprisingly there are not enough reasons to contest this belief. No matter what communists say or

Mayawati does in UP, or what short term glitches we witness on Sensex or in US economy, organised

retailing is here to stay and grow at a breathtaking place.

So when it is so, I tried to look at it from a holistic point of view and no matter how much I desist to say this

but yeah, I ultimately ended up with a PEST analysis. Here are the main points from that(I might post the

complete version sometime later but before that I myself want to refine this and include the reaction that I

get. if any :))

Pol i t i ca l

Even though the government is yet to give the sector an Industry status and

we see aggressive political protests, some aspects of the Government’spolicy have been favourable on

other fronts. For example- let’s take Delhi, NCR and Mumbai. In Mumbai, the Government is releasing

unused textile mill land for retail development. In Delhi & NCR, the Government has released large tracts of

land for retail development. Overall in politics, those in opposition will always oppose. so is there any point

in talking about this? Anyway main points to look out for are:

1. Decision on FDI

2. Government’s stand for foreign players

Economical

Although the organised retail sector constitutes only 4-5% of the USD 350 billion Indian retail market,

it is expected to grow 400%- from USD 12-15billion currently, to over USD 30.0 billion by 2010. There is

hectic activity in the sector in terms of expansion, entry of international brands and retailers as well as

focus on technology, operations and processes. All these present a tremendous opportunity in this new

high growth industry. A large portion related to economic impact has already been covered in the previous

sections the important thing is that the growth of this sector will create a totally new

demand in our economy.

Households across India are now exposed toproducts and services they had never seen before, the temptin

g valueproposition and an inviting atmosphere is making them purchase theseitems. Without the new

stores the same money would have been sitting idle in some bank lockers. But now the money is out in

market, helping themanufacturers to come out with new and innovative products. A greataggregation is

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also taking place now. You can go and buy as much low quantities that you want, and the systems assist you

in this because no one is bothered.

Imagine what happened in the Shampoo sachet market in India, prior to the entry of Velvet which later

transformed the industry landscape. no one was catering to the huge demand of affordable hair

care solution. And today sachets hold 76% of the total shampoo market in India. That means at least 60%

more demand generation.

There is no doubt in my mind that we are seeing something similar in the case of organised retailers though

the extent of this demand expansion and its wholesomeness can be debatable.

Social

There has been a demographic shift in India, emergence of a larger middle and upper middle classes and

the substantial increase in disposable income has changed the nature of shopping in India from need based

to lifestyle dictated. In addition to this, facilities like credit friendliness, availability of cheap finance and a

drop in interest rates have changed consumer markets.

Organised retail increases the efficiencies in the agriculture sector byremoving intermediaries in the food

chain; as a result, farmers are getting

better prices for their produce. The private retail players can actuallyintroduce new technology, seeds, and

thus encourage farmers to improve their productivity. Unorganised retail is feeling the heat of the

emergence of the organised retail due to the changing trends of the Indian consumers. Antagonist lobby

claims, “In the last four years, an estimated two crore traders have been rendered jobless due to the

opening of big shopping malls in the country”. However there is no evidence of a decline in overall

employment in the unorganised sector as a result of the entry of organised retailers. According to the

ICRIER survey, the unorganised sector witnessed a closure rate of 4.2% of which only 1.7% closures were

attributed to competition from modern retail. Large retailers like Wal-Mart can never impact small kirana

stores in India. This is largely due to India’s socio-cultural heterogeneity and consumer choice. The

consumer wants small retail. The ‘kirana’ store and the paan shop are seen as part of community life.

Anyway it’s a long discussion and deserves a separate post in itself.

Technological

With increasing competition, slimmer profit margins and diminished returns-cost cutting at every point of

value chain has become important.Today’s global retail business strategies utilize technology. Ecommerce,

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Customer Relationship Management (CRM) software, Enterprise Resource Planning (ERP) and Point of Sale

(POS) systems are all vital to retail businesses. Using these technologies retailers can actually gain key

insights to further gain market share and increase revenue.

Indian retailer would feel the need for technology only when he wants to grow beyond a certain point. This

is one of the reasons why the traditional grocery is here to stay, with 90% of sales in India done through

them.

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Objective of the Study:

To know the consumer satisfaction.

Financial performance in Retail industry.

Market performance.· Market position.

Economic and the industry environment.

Cost saving initiatives.

To find out the satisfaction level of people.

To find out the awareness level of customer.

To find the satisfaction amongst the customers

Retail in Urban & Rural Areas

Key Trends in Urban India:

Retailing in India is witnessing a huge revamping exercise.

Estimated to be US$ 200 billion, of which organised retailing (i.e. modern

trade) makes up 3 percent or US $6.4billion.

India is rated the fifth most attractive emerging retail market: a potential goldmine

Ranked second in a Global Retail Development Index of 30 developing

countries drawn up by AT Kearney.

India is rated the fifth most attractive emerging retail market: a potential goldmine

Food and apparel retailing key drivers of growth.

Organised retailing in India has been largely an urban phenomenon with affluent classes and

growing number of double-income households.

Key Trends in Rural India:

Rural markets emerging as a huge opportunity for retailers reflected in theshare of the rural market

across most categories of consumption

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ITC is experimenting with retailing through its e-Choupal and ChoupalSagar – rural hypermarkets.

Types of retail outlets

San Juan de Dios Market in Guadalajara, Jalisco Inside a supermarket in Russia.

A market place is a location where goods and services are exchanged. The traditional market square is a city

square where traders set up stalls and

buyers browse the merchandise. This kind of market is very old, andcountless such markets are still in

operation around the whole world.

In some parts of the world, the retail business is still dominated by small family-run stores, but

this market is increasingly being taken over by large retail chains.

Retail is usually classified by type of products as follows:

Food products

Hard goods ("hard line retailers") - appliances, electronics, furniture, sporting goods, etc.

Soft goods - clothing, apparel, and other fabrics.

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There are the following types of retailers by marketing strategy:

Department stores - very large stores offering a huge assortment of "soft" and "hard goods; often

bear a resemblance to a collection of specialty stores. A retailer of such store carries variety of

categories and has broad assortment at average price. They offer considerable customer service.

Discountstores - tend to offer a wide array of products and services,

but they compete mainly on price offers extensive assortment of merchandise at affordable and cut-

rate prices. Normally retailer’s sell less fashion-oriented brands. However the service is inadequate.

General merchandise store - a hybrid between a department store and discount store;

Supermarkets - sell mostly food products;

Warehouse stores - warehouses that offer low-cost, often high-

quantity goods piled on pallets or steel shelves;warehouse clubs charge a membership fee;

Variety stores or "dollar stores " - these offer extremely low-costgoods, with limited selection;

Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing on

wealthy individuals).

Mom-And-Pop or Kirana Stores : is a retail outlet that is owned and operated by individuals. The

range of products are very selective and few in numbers. These stores are seen in local community

often are family-run businesses. The square feet area of the store depends on the store holder.

Specialty Stores : A typical specialty store gives attention to a particular category and provides high

level of service to the customers. A pet store that specializes in selling dog food would be regarded

as a specialty store. However, branded stores also come under this format. For example if a

customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective

stores.

Convenience Stores : is essentially found in residential areas. They provide limited amount of

merchandise at more than average

priceswith a speedy checkout. This store is ideal for emergency andimmediate purchases.

Hypermarkets : provides variety and huge volumes of exclusive merchandise at low margins. The

operating cost is comparatively lessthan other retail formats. A classic example is the Metro™ in

Bangalore.

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Supermarkets : is a self service store consisting mainly of grocery and limited products on non food

items. They may adopt a Hi-Lo or an EDLP strategy for pricing. The supermarkets can be anywhere

between 20,000-40,000 square feet. Example: SPAR™ supermarket.

Malls : has a range of retail shops at a single outlet. They endow with products, food and

entertainment under a roof. Example: Sigma mall and Garuda mall in Bangalore, Express Avenue in

Chennai.

Category Killers or Category Specialist : By supplying wide assortment in a single category for lower

prices a retailer can "kill “that category for other retailers. For few categories, such as electronics,

the products are displayed at the centre of the store and sales person will be available to address

customer queries and give suggestions when required. Other retail format stores are forced to

reduce the prices if a category specialist retail store is present in

thevicinity. For example: Pai Electronics™ store in Bangalore, TataCroma.

E-tailers : The customer can shop and order through internet and the merchandise are dropped at

the customer's doorstep. Here the retailers use drop shipping technique. They accept the payment

for the product but the customer receives the product directly from the manufacturer or a

wholesaler. This format is ideal for customers who do not want to travel to retail stores and are

interested in home shopping. However it is important for the customer to be wary about defective

products and non secure credit card transaction. Example: Amazon and EBay.

Vending Machines : This is an automated piece of equipment wherein customers can drop in the

money in machine and acquire the products. For example: Soft drinks vending at Bangalore Airport.

Some stores take a no frills approach, while others are "mid-range" or "high end", depending on

what income level they target.

Other types of retail store include:

Automated Retail stores are self service, robotic kiosks located in airports, malls and grocery stores.

The stores accept credit cards and are usually open 24/7. Examples include Zoom Shops and Red

box.

Big-box stores encompass larger department, discount, general merchandise, and warehouse

stores.

Convenience store - a small store often with extended hours, stocking everyday or roadside items;

General store - a store which sells most goods needed, typically in a rural area;

Retailers can opt for a format as each provides different retail mix to its customers based on their

customer demographics, lifestyle and purchase behavior. A good format will lend a hand to display

products well and entice the target customers to spawn sales.

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A food venture in India Adidas store in Tel Aviv, Israel

Retail pricing

The pricing technique used by most retailers is cost. This involves adding a markup

amount (or percentage) to the retailer's cost. Another common technique is suggested. This simply involves

charging the amount suggested by the manufacturer and usually printed on the product by

the manufacturer.

In Western countries, retail prices are often called prices

or odd prices. Often prices are fixed and displayed on signs or labels.Alternatively, when prices are not clear

ly displayed, there can be price discrimination, where the sale price is dependent upon which the

customer is. For example, a customer may have to pay more if the seller determines that he or she is willing

and/or able to. Another example would be the practice of discounting for youths, students, or senior citizen

Transfer mechanism

There are several ways in which consumers can receive goods from aretailer:

Counter service , where goods are out of reach of buyers and must be obtained from the seller. This type of

retail is common for small expensive items (e.g. jewelry) and controlled items like medicine and liquor. It

was common before the 1900s in the United States and is more common in certain countries.

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Delivery (commerce), where goods are shipped directly to consumer’s homes or workplaces. Mail from a

printed catalog was invented in 1744 and was common in the late 19th and early 20th

centuries.Ordering bytelephoneis now common, either from a catalog, newspaper, television or a local

restaurant menu, for immediate service (especially for pizza delivery).marketing, including telemarketing

and television shopping, are also used to generate telephone orders. Online shopping started gaining

significant market share in developed countries in the 2000s.

Door-to-door sales, where the salesperson sometimes travels with the goods for sale.

Self-service , where goods may be handled and examined prior to purchase, has become more common

since the 1920s.

Second hand retail

Some shops sell second-hand goods. In the case of a nonprofit shop, the public donates goods to the shop

to be sold. In give-away shops goods can be taken for free.

Another form is the pawnshop, in which goods are sold that was used as collateral for loans. There are also

"consignment" shops, which are where a person can place an item in a store and if it sells, the person gives

the shop owner a percentage of the sale price. The advantage of selling an item this way is that the

established shop gives the item exposure to more potential buyers.

Customer service

According to the book Discovery-Based Retail, service is the “sum of acts and elements that allow

consumers to receive what they need or desire from your retail establishment." It is important for a sales

associate to greet the customer and make himself available to help the customer find whatever he needs.

When a customer enters the store, it is important that the sales associate does everything in his power to

make the customer feel welcomed, important, and make sure he leave the store satisfied. Giving the

customer full, undivided attention and helping him find what he is looking for will contribute to

the customer's satisfaction.

Retail Sales26

US Retail Sales 1992-2010

The Retail Sales report is published every month. It is a measure of consumer spending, an important

indicator of the US GDP. Retail firms provide data on the dollar value of their retail sales and inventories. A

sample of 12,000 firms is included in the final survey and 5,000 in the advanced one. The advanced

estimated data is based on a subsample from the US CB complete retail &services sample.

It has been published by the US Census Bureau since 1951.

Retail scenario in India

With organized retail in India pegged at Rs 25,000 core (Rs 250 billion) out of a total of Rs 800,000 crore (Rs

8,000 billion -- and a double digit growth rate, marketing companies are setting up shops to provide

differentiated services to clients. Till now sales people were the link between the retailer and the producer.

But sales personnel are busy selling a product and do not have a fair idea of what retailing is about. The

focus is to priorities retail. That is, not only to sell a product to a consumer but to get the consumer to

interact with the product. Gone are the days when retailing meant mere availability of a product. With

competition becoming stiffer companies are looking at 'experiential' marketing. Also the lack of

proper metrics to measure marketing spends is a serious issue.

In today's swiftly changing business environment, there is no option but to be in the know - to be constantly

on the move, keeping tabs on the shifting trends in the market place and maneuvering your strategy to stay

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on top. The retail arena today is very different - the opportunities are incredible but exploiting them is

extremely tough.

Super smart shoppers know all the rules of the game. They can instantly sense a good buy and lap it up or

sniff out a bad product and dismiss it. Their expectations are tough to meet but for retailers aiming to make

a big sale, there is not much of a choice but to find ways to win customers over and keep them permanently

happy.

In an environment, which is still restrictive in many ways and lacks adequate infrastructure, this becomes a

formidable task. So how are Indian retailers coping up and how long will it be before organised retail

becomes the primary way of selling.

As the corporate – the Piramals, the Tatas, the Rheas, ITC,

S.Kumar's,RPG Enterprises, and mega retailers- Crosswords, Shopper's Stop, andPantaloons race to

revolutionize the retailing sector, retail as an industry in India is coming alive. Retail sales in India amounted

to about Rs.7400billion in 2002, expanded at an average annual rate of 7% during 1999-2002.

With the upturn in economic growth during 2003, retail sales are also expected to expand at a higher pace

of near10%. Across the country,

retailsales in real terms are predicted to rise more rapidly than consumer expenditure during 2003-08. The

forecast growth in real retail sales during2003- 2008 is 8.3% per year, compared with 7.1% for

consumer expenditure. Modernization of the Indian retail sector will be reflected in rapid growth in sales of

supermarkets, departmental stores and hyper marts. Sales from these large-format stores are to expand at

growth rates ranging from 24% to 49% per year during 2003-2008, according to a latest report by Euro

monitor International, a leading provider of global consumer-market intelligence.

A.T. Kearney Inc. places India 6th on a global retail development index. The country has the highest per

capita outlets in the world - 5.5 outlets

per 1000 population. Around 7% of the population in India is engaged inretailing, as compared to 20% in

the USA.

In a developing country like India, a large chunk of consumer expenditure is on basic necessities, especially

food-related items. Hence, it is not surprising that food, beverages and tobacco accounted for as much as

71% of retail sales in 2002. The share of food related items had, however, declined over the review period,

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down from 73% in 1999. This is not unexpected, because with income growth, Indians, like consumers

elsewhere, have startedspending more on non-food items compared with food products. Salesthrough

supermarkets and department stores are small compared

with overallretail sales. Nevertheless, their sales have grown much more rapidly, at almost a triple rate

(about 30% per year during the review period). This high acceleration in sales through modern retail

formats is expected to continue during the next few years, with the rapid growth in numbers of such outlets

due to consumer demand and business potential.

The factors responsible for the development of the retail sector in India can be broadly summarized

as follows:-

Rising incomes and improvements in infrastructure are enlarging consumer markets and

accelerating the convergence of consumer tastes.

Looking at income classification, the National Council of Applied Economic Research (NCAER)

classified approximately 50% of the Indian population as low income in 1994-95; this is expected to

decline to 17.8%by 2006-07.

Liberalization of the Indian economy which has led to the opening up of the market for consumer

goods has helped the MNC brands like Kellogg's, Unilever, Nestle, etc. to make significant inroads

into the vast consumer market by offering a wide range of choices to the Indian consumers.

Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.

The Internet revolution is making the Indian consumer more accessible

tothe growing influences of domestic and foreign retail chains. Reach of satellite T.V. channels is helping in

creating awareness about global products for local markets. About 47% of India's population is under the

age of 20; and this will increase to 55% by 2015. This young population, which is technology-savvy, watch

more than 50 TV satellite channels, and display the highest propensity to spend, will immensely contribute

to the growth of the retail sector in the country. As India continues to get strongly integrated with the

world economy riding the waves of globalization, the retail sector is bound to take big leaps in the years to

come.

The Indian retail sector is estimated to have a market size of about $ 180billion; but the organised sector

represents only 2% share of this market. Most of the organised retailing in the country has just started

recently, and has been concentrated mainly in the metro cities. India is the last large Asian economy to

liberalize its retail sector. In Thailand, more than 40% of all consumer goods are sold through the super

markets and departmental stores. A similar phenomenon has swept through all other Asian countries.

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Organised retailing in India has a huge scope because of the vast market

andthe growing consciousness of the Consumer about product quality and services.

A study conducted by Fitch, expects the organised retail industry to continue to grow rapidly, especially

through increased levels of penetration in larger towns and metros and also as it begins to spread to

smaller cities and B class towns. Fuelling this growth is the growth in development of the retail-specific

properties and malls. According to the estimates available with Fitch, close to 25mn sq. ft. of retail space is

being developed and will be available for occupation over the next 36-48 months. Fitch expects organised

retail to capture 15%-20% market share by 2010.

A McKinsey report on India says organised retailing would increase

theefficiency and productivity of entire gamut of economic activities, andwould help in achieving higher

GDP growth. At 6%, the share of employment of retail in India is low, even when compared to Brazil (14%),

and Poland (12%).

Retail Economics in India

Traditionally retailing has not been a structurally organised industry in India. Organised retail network was

seen only in fabrics; with large mills building their own exclusive stores e.g. Raymond's, Bombay Dyeing etc.

Currently there are about 5130000 retail outlets selling about Rs4790bnworth of products. Retail universe

in India comprises large, medium general stores, chemists and pan-bidi (apart from accessories stores). Of

these – thanks to unemployment, the number of pan-bidi outlets are steadily rising. On account of the

fragmented nature of Indian retail industry the inhabitants to stores ratio in India is about 150:1, i.e. there

is a store catering to every 150 people. This ratio varies from country to country. In china the ratio is similar

to that of India where as incase of more developed countries the ratio would be higher. For instance in

Europe the inhabitant to stores ratio is

2000:1.As markets mature, consumer expectations rise it would be anecessity for small retailers to come

together and form innovative and strong supply chain that will cut through distribution and increase

margins.

Turnaround time

In last couple of years this industry has made agile move from its nascent stages. Organised retailing started

picking up in Southern India. Availability of land at prime locations coupled with cheaper real estate

prices(comparedto Mumbai & Delhi) made it possible to have multi stored shoppingcomplexes here. It took

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two years of recession to get this concept of shopping to major cities like Mumbai & Delhi. Recession

brought property prices down in these cities. It was during this period of industry slump

thatbig business houses took notice of the potential in retailing. A classic example being- Lakme Ltd. The

company after selling off its cosmetic division to HLL, made an aggressive foray into retailing. Its retail chain

branded 'Westside' already comprises 4 stores- one each in Bangalore, Hyderabad, Chennai and Mumbai. A

cash hoard of Rs107bn will enable Lakme to roll out stores aggressively.

What makes it attractive?

Today the number of smaller retailers ($500pa) has shot up from 40% in1990 to 54% in 1996, whereas the

number of large stores (turnover of $3000pa) increased from 2.8% to 6.5%. Thus though large retailers are

growing the smaller outlets are growing even faster. However changing shopping attitudes of an average

customer will make future growth increasingly difficult for unorganized retail sector.

Currently in India, organised retailing accounts for 6% of the industryturnover, comprising value-added

foods (Rs770bn), music & entertainment(Rs40bn), color cosmetics (Rs12bn) etc. By 2005 organized retailing

will account for 20% the total retailing industry turnover (Rs8300bn).

Big business houses today are in a position to provide Indian masses

withshopping satisfaction, entertainment, quality product, polite salesperson,product information and

discounts. Though margins currently are low due to high property cost and poor infrastructure, this is the

only business where one buys in credit and sells for cash.

Further the number of households earning more than Rs150000 per annum amounts to 30mn today and is

expected to grow to 80mn by2007.Additionally financial institutions are encouraging such ventures. ICICI

has recently sanctioned term loans to Vivek & co, a mega-retailer, in Chennai to meet their expansion plans.

Very shortly the market will also witness IPO's for some of these Retail Ventures.

Proven success

In early 90's, K. Raheja Group started a mega Apparels stores in Mumbai-'Shoppers Stop'.Initially, the group

was averse to start outlets at South Mumbai for various reasons like low walk-ins, space constraints,

narrowed target audience etc. However the success of Crossroads, an ardent rival, has prompted them

to start one at South Mumbai in near future. The group has more of such stores, one each at Bangalore,

Hyderabad and Jaipur. Within seven years of operations it has a yearly turnover of Rs1.30bn. The group has

plans of opening about 20 mega apparel stores in next 2 years. For this the company plans to sell 25.1%

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stake for Rs559mn to Singapore based investor Warburg Pincus. The success story of Shoppers Stop has

convinced other business houses to take a leap.

Retailing, considered a sunrise industry today after InfoTech, is the most happening industry with almost all

the big players vying for a share of thecoveted pie. Buoyed by a strong increase in private consumption

(seegraph), retailing is one industry that is waiting to explode.

Source: KSA Techno pack

Today however, organised retailing is less than 2 per cent of the retailing industry in India, that is, about

Rs 5,000 crore. (See table) Therefore, there is no real retail revolution in India; the industry is still in the

stages of infancy.

Share of Organised Retail

 1999 2002 2005

Total Retail (US $ Bn) 150 180 225

Organised Retail (US $ Bn) 1.1 3.3 7

% Share of Organised Retail 0.70% 1.80% 3.20%

Organised retailing is bound to grow tremendously provided the rightmarketing strategies are adopted.

Retail businesses have broken rank and seem poised to surge ahead with renewed vigour, optimism,

confidence and capability.

Organised Retailing in India:-

According to Euro Monitor International, a leading provider of globalconsumer market intelligence, sales

from large format stores (supermarkets and hypermarkets) is expected to increase by 30% in 2005. In the

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year 2002, food-related items accounted for nearly 71% of retail sales in India.However; it was interesting

to note that there had been a decline in the purchase of food-related items. These had earlier registered a

73% sale in1999. In recent years, there has been higher spending on non-food items.

The main factors for this change are:

Rising incomes and a consequent increase in disposable incomes (Refer Exhibit VI for household

income across India).

Better infrastructure.

Rise in consumer awareness.

Consumer keenness to buy branded products.

Consumer desire to purchase quality products and services.

ORGANISED RETAIL

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Organised retail

Organised sector refers to the sectors undertaken by licensed retailers, that is, those who are registered for

sales tax, income tax, etc. These include the corporate retail formats of the exclusive brand outlets,

hypermarkets, supermarkets, departmental stores and shopping malls.

Growth of Organized retail in India

Indian organized retail market is growing at a fast pace due to

theboom in the India retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion

accounting for about 10% to the country's GDP. The organized retail market in India out of this total market

accounted for Rs 350 billion which is about 3.5% of the total revenues.

Retail market in the Indian organized sector is expected to cross Rs1000 billion by 2010. Traditionally the

retail industry in India was largely unorganized, comprising of drug stores, medium and small grocery

stores.Most of the organised retailing in India have started recently and isconcentrating mainly in

metropolitan cities.

The growth in the Indian organized retail market is mainly due to the change in the consumer’s behavior.

This change has come in the consumer due to increased income, changing lifestyles, and patterns of

demography which are favorable. Now the consumer wants to shop at a place where he can get food,

entertainment, and shopping all under in one roof. This has given Indian organised retail market a major

boost.

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Retail market in the organized sector in India is growing can be seen from the fact that 1500 supermarkets,

325 departmental stores, and 300 new malls are being built. Many Indian companies are entering the

Indian retail market which is giving Indian organized retail market a boost. One such company is the

Reliance Industries Limited. It plans to invest US$ 6

billionin the Indian retail market by opening 1000 hypermarkets and 1500supermarkets.

Pantaloons is another Indian company which plans to increase its retail space to 30 million square feet with

an investment of US$ 1 billion. Bharti Telecoms an Indian company is in talks with Tesco a global giant for a

£ 750 million joint venture. A number of global retail giants such as Wal-Mart, Carrefour, and Metro AG are

also planning to set up shop in India. Indian organized retail market will definitely grow as a result of all this

investments. Indian organized retail market is increasing and for this growth to continue the Indian

retailers as well as government must make a combined effort.

Entry of Large Business Houses

Organised retailing in India started picking up in South India in cities like Chennai and Hyderabad, where

real estate at prime locations was available at cheaper rates than in cities like Mumbai and Delhi. In the

early 1990s, leading Indian business houses started taking a keen interest in the retailing sector.

Pantaloon Retail India Limited (PRIL)

Headed by Kishore Biyani (Biyani), Pantaloon Retail India Limited (PRIL) is one of the leading retail outlets in

India. The retail chains which are a part of PRIL include Pantaloons, Big Bazaar, Food Bazaar, Gold Bazaar

and the Central Mall.

PRIL was incorporated in October 1987 as Manz Wear Private Limited. It became a public limited company

in September 1991. The company sold products under the Bare, Pantaloons and John Miller brand names.

The first menswear Pantaloons Shoppe outlet was set up in 1993...

RPG Group

The Rama Prasad Goenka or RPG Group registered a turnover of Rs. 84billion in the fiscal 2004-05. The

group has more than 20 companies in seven different industries - Power, Tyres, Retail, Transmission,

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Entertainment, Technology and the Specialties sectors (Refer Exhibit XIII for contribution of business sectors

to Group’s turnover)

Tata Group

The Tata group is one of India's largest business houses. In 2005, the group owned 93 companies in seven

business sectors, namely information

systemsand communications; engineering; materials; services; energy; consumer products; and chemicals,

and employs nearly 220,000 people. In 1997, the Tata's sold their Lakme business to Hindustan uniLever

Limited (HUL). The group started its retail business in 1998 with the purchase of the Littlewoods retail

stores, originally owned by a UK-based firm, in Bangalore.

Raheja Group

The K. Raheja group of companies is among India's largest real estateplayers. They launched Shopper's Stop

way back in October 1991. This was the first mega apparel retail outlet to be established in India. Shoppers'

Stop is projected as a Fashion & Lifestyle store for the family. From a single store in 1991, Shopper's Stop

has today grown into a 16 store retail chain in major metropolitan cities across India.

Reliance

Reliance is one of the biggest players in Indian retail industry. More than300 Reliance Fresh stores and

Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to reach Rs. 90,000 crores

by 2010.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The

brandslike Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in

other segments of retail. It will invest Rs.8000-9000 crores by 2010.

Indian unorganized retail sector  

India is the only one country having the highest shop density in the world, with 11 outlets per 1000 people

(12 million retail shops for about 209million households). Rather we can see the democratic scenario in

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Indian Retail (because of low level of centralization, low capital input and due to a good number of

self organised retail).

India started its Retail Journey since ancient time.

In Ancient India there was a concept of weekly HAAT, where all the buyers& sellers gather in a big market

for bartering. It takes a pretty long times to& step to shape the modern retail. In between these two

concepts (i.e. between ancient retail concept & the modern one there exist modern kirana/mom and pop

shops or Baniya ki Dukan.

Still it is predominating in India.

So the Indian retail industry is divided into two sectors- organized and unorganized.

Unorganized retailing

Unorganized sector on the other hand, refers to the traditional formats of low-cost retailing, for example,

hand cart and pavement vendors, & mobile vendors, the local kirana shops, owner manned general stores,

paan/beedi shops, convenience stores, hardware shop at the corner of your street selling everything from

bathroom fittings to paints and small construction tools; or the slightly more organised medical store and a

host of other small retail businesses in apparel, electronics, food etc.

Characteristics of unorganized retail

Small-store (kirana) retailing has been one of the easiest ways to generateself-

employment, as it requires limited investment in land, capital andlabour. It is generally family run business,

lack of standardization and the retailers who are running this store they are lacking of education,

experience and exposure. This is one of the reasons why productivity of this sector is approximately 4% that

of the U.S. retail industry.

Unorganized retail sector is still predominating over organized sector in India, unorganized retail sector

constituting 98% (twelve million) of total trade, while organized trade accounts only for 2%.

The reasons might be-

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In smaller towns and urban areas, there are many families who are traditionally using these kirana

shops/ 'mom and pop' stores offering a wide range of merchandise mix. Generally these kirana shops are

the family business of these small retailers which they are running for more than one generation.

These kirana shops are having their own efficient management system andwith this they are

efficiently fulfilling the needs of the customer. This is one of the good reasons why the customer doesn’t

want to change their old loyal kirana shop.

A large number of working class in India is working as daily wage basis, at the end of the day when

they get their wage, they come to this small retail shop to purchase wheat flour, rice etc for their supper.

For them this the only place to have those food items because purchase quantity is so small that no big

retail store would entertain this.

Similarly there is another consumer class who are the seasonal worker. During their unemployment

period they use to purchase from this kirana store in credit and when they get their salary they clear their

dues. Now this type of credit facility is not available in corporate retail store, so this kirana stores are the

only place for them to fulfill their needs.

Another reason might be the proximity of the store. It is the convenience store for the customer. In

every corner the street an unorganised retail shop can be found that is hardly a walking distance from the

customer’s house. Many times customers prefer to shop from the nearby kirana shop rather than to drive a

long distance organised retail stores.

This unorganised stores are having n number of options to cut their costs. They incur little to no

real-estate costs because they generally operate from their residences.

Their labour cost is also low because the family members work in the store. Also they use cheap child

labour at very low rates.

As they are operating from their home so they can pay for their utilities at residential rates. Even they

cannot pay their tax properly.

Currently the value of the retail market is estimated at around $ 270 billion with a growth rate of 5.7 per

cent per annum according to the Indian retail report which creates a big threat for the small unorganised

retailers.

The well established organised retail sector in India are Pantaloon Retail,

Shoppers’ Stop, Spencers, HyperCITY, Lifestyle, Subhiksha & newly emerging Reliance etc.

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Over 20,000 new retail outlets are expected to open within this segment. Major corporate retail like Wal-

Mart and have started to try and take over the Indian retail sector.

But in India the unorganised retail is a source foods and other necessities of millions of Indians, major link

between rural and urban societies. Not only that it is also act like a convenience store for the customer

offering right product at right time at right place. In a country with large numbers of people, and high levels

of poverty, this model of retail democracy is the most appropriate.

So these unorganised retail sector need to be promoted so that they can organise & supply food to Indian

consumer.

Now the question is how to promote this sector-

The suggestions might be-

Establishment of Retailer co-operatives among retailers which is highlyrequired for the sustenance

of the unorganized retail sector

Merger and buy-out of weak retailers by a stronger one that would give a new horizon to the small

retailer

Setting up of franchisee organization may also help in strengthening the position of the retailers.

The franchiser can exert a tremendous control over the way retailing is done.

There must be good network connection between retail organizations, the suppliers and other

channel members to use compatible technology so that they can build strong distribution set-up to

satisfy the customers.

Setting up of more and more non-store retailing centers would also ensure a strong retailing

organization. Non-store retailing makes implementation of modern principles easier and less costly.

Moreover there must be a change in the mindset of the unorganised retailer. They have to

understand the pulse of the trend. They have to understand, come forward & lead this change

management then only this

Some of the organised stores

Vishal mega marts

The glory of Vishal Group’s success is the ascent it has come to accomplish in the field of manufacturing and

retailing of readymade garments. The credit for this radiance goes to its dynamic of directors Mr. Ram

Chandra Agarwal &Mrs Uma Agarwal who have transformed their foresightedness into an unending saga of

39

growth. Identifying the immense market in fashion garment for the masses the Group has actually

established benchmarks that many others are inspired to follow. Not resting on its laurels, the Group is

busy identifying new avenues of growth and its companies are busy implementing the expansion plans to

cash in on emerging potentials in the changing business environment of modern India’s enterprise.

The jewel in Vishal Group’s crown is its flagship company Vishal Retail Ltd. A company engaged in Hyper

market stores with an average area of 25,000 to30,000 sq. ft. through an impressive chain of 172 fully

integrated stores in spread over the area of more than 24,00,000 sq. ft. in around 110 cities across India in

24 states. The turnover of the company for 09-10 was 1105 Crore . Maintaining the highest standards in

quality and design, these stores have come to offer the finest fashion garments at down-to-earth price

structure. A fact that is better visible in the constant flow of shoppers all through the year. Under the title

of Vishal Mega Mart these stores have emerged as the regular haunts for the bargain-

hunters and fashion enthusiasts.

The saga of Vishal Group dates back to 2001 when its directors foresaw the emerging potentials in the retail

industry which is indeed the largest sector in the global economy. Imbibing its innovative concepts and

techniques the Group identified the vast scope of growth in retailing for the common man. Its stores have

gained an enviable prominence as being the ideal store for the common man where an extensive variety

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and quality is offered at a very, very reasonable price structure. The Group’s expertise in the field of retail

marketing over the years and its focus on regions, cities and exact customer preferences have earned the

Group an undisputed leadership status to Vishal Group.

Big Bazar 

Big Bazaar is a chain of hypermarket in India, which caters to every family’s needs and requirements. This

retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and is an answer to the United States

’Wal-Mart. Big Bazaar has released the doors for the fashion world, general merchandise like sports goods,

cutlery, crockery, utensils, and home furnishings etc. at best economical prices. Big Bazaar group offers

more than 100 stores all over the country with an amalgamation of Indian bazaars’ feel and touch with a

convenience and choice of the modern retail facilities. The retail format of the Big Bazaar group includes

Aadhar, Rural & Home-Town retail chain, Ezone home-improvement chain, sportswear retailer, depot and

music chain is few among others

History of Big Bazaar

The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore Biyani. The group

do not promises more than what it delivers. Their basic attraction associated with reasonable prices is

their Unique Selling Price.

Though, the products Big Bazaar stores stocks might not be advanced, but the customers are assured to

avail the worth of the money spent by them. In2001, the group opened its first store on the VIP Road,

Calcutta, which was the primary departmental store offering regulated services of parking, steel vessels,

41

apparel, electronics etc under the one roof at the competitive prices. Big Bazaar has become a massive hit

with lower middle-class and middleclass people as a major client base.

At present, the Future Group comprises various formats and brands like Pantaloons, F123, Copper Chimney,

Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart, Hometown and Central. The Big Bazaar has

several stores located all over the India, among that Chennai, Hyderabad, Ahmedabad, Bangalore, Kolkata,

Pune, Mumbai and Delhi is those metro cities where the stores of Big Bazaars are located.

Facilities offered by Big Bazaar

Online shopping: Big Bazaar has an official website,FutureBazaar.com, which is one of the most

favorite sites

amongpeople of India for online shopping. FutureBazaar is an onlinebusiness venture of Future Grou

p, which sells an assortment of products such as fashion, which includes merchandise for men

andwomen, mobile accessories, mobile handsets and electronics likehome theatres, video cameras,

digital camera, LCD TVs, kitchenappliances and many more.

Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and special

discounts were offered on Wednesday every week, to attract the potential buyers into their store.

Security check: At each exit of Big Bazaar, they use alarm systems

or Electronic Article Surveillance system, which detects the productsthat has attached tags or not.

"Kirana Stores Vs Organised Retail"

Small stores, also called kirana stores, will continue to grow alongsideorganised retail, but at a slower rate,

and it might be a decade before such store owners lose business to the big retailers, providing an ample

window for India to help make the smaller players part of the transition in retailing, But in the recent times

it is said that kirana stores are joining together to combat the organised retail stores, so this will be going

on all the time like who is better, but right now the kirana stores are happy at the moment with crisis going

on people are coming back to kirana stores. India is currently the twelfth largest consumer market in the

world. According to a study by McKinsey Global Institute, India is likely to join the premier league of

theworld’s consumer markets by 2025, improving its position to the fifth.But this growth is not going to

happen is smooth way. Any change

alwayscomes up with some friction, and Indian retail sector is and will bewitnessing the same friction.

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Indian retail sector is still in its nascent form if we consider its full potential. While most of the developed

market of US and Europe and also some SE Asian emerging market economies have reaped the benefits of

modern retail, India has not yet entered into advanced phase of modern retail forms. Tug of war: organised

vs. unorganised sector Future of retail sector in India is swerving- on one side organised retail is marching

into life of urban consumers, while on the other our own neighborhood ‘kirana stores’ are resisting fiercely

with their existing strong foothold. India today is at the crossroads with regard to the retail sector. A shift

between organised and unorganised retail sector is evident, which hassled to a number of speculations on

the fate of Indian retail sector.

Unorganized sector cannot be ignored

In any newspaper or television channel, we find hordes of news about happening in organized retail

sectors, which is indeed fairly real situation. While the role of organized retail sector in growth of economy

cannot be denied, but one thing is also of extreme importance that unorganized retail format is a support

to a large chunk of population- providing direct employment to 39,500,000 individuals. So there is no way

that government or anyone can discount these foundation stone of Indian economy.

Changing landscape of Indian consumerism.

The face of Indian consumerism is changing: not Indian consumerism is evolving from “Bajaj Scooter family

man” to “Bajaj Pulsar trendy youngster”. This changing consumer’s taste and lifestyle, somewhere

automatically give some advantage to organized sector. This makes imperative for unorganized retail sector

to restructure itself in order to withstand the increasing competition and to meet consumer expectations

43

by moving with trends. What they can do and what they are doing, some o these issues will be discussed

in future parts of article.

Role of government

As in other countries, government policy can and should play an important role in modernizing the

unorganized sector and improve its competitiveness. But question is what should be exact role of

government. Should it go for policies for protection of traditional retailers by restricting organised retail or

encourage organized retail to reap benefits that are generated by it? What should be mechanism to

promote or protect one or other? Can government act only as a facilitator or enablers or both? In the said

context, it is imperative to develop a strategic roadmap for unorganized retail form to be able to survive,

compete and keep the economy growing.

Research Methodology

The purpose of methodology is to describe the process involved in research work. This includes the overall

research design, data collection method, the field survey and the analysis of data.

Research is a common parlance refresh to a search for knowledge. One can also define research as a

scientific & systematic search for pertinent information on a specific topic.

In fact, research is an art of scientific investigation. The advance learner’s dictionary of current English lay

down the meaning research as a careful investigation & inquiry specially search for new facts in any branch

knowledge.

Research Design

44

Research Design is the arrangement for conditioned for data collection &analysis of data in a manner that

aims to combined relevance to research purpose with economy in procedure.

A research design is a master plan or model for the conduct of formal investigation. It is blue print that is

followed in completing study.

The research conducted by me is a descriptive research. This is descriptive in nature because study is

focused on fact investigation in a well structured from and is based on primary data.

RESEARCH PLAN

Type of study: For completing my study I have gone for sample study because looking at the size of

population & the time limitation it was not convenient for me to cover entire population. Hence, I have

gone for sample study rather than census study.

Sampling Plan

A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique

or the procedure that researcher would adopt in selecting items to be inched in the sample i.e. the size of

sample. Sampling plan is determined before data are collected.

Steps in Sampling

Sampling Frame: The list of sampling units from which sample is taken is called sampling frame.

SAMPLING SIZE:

Total sample size is 30.

SAMPLING PROCEDURE:

The selection of respondents were accordingly to be in a right place at aright time and so the sampling were

quite easy to measure, evaluate and co-operative. It was a randomly area sampling method that attempts

to obtain the sample of convenient.

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DATA ANALYSIS AND INTERPRETATION

Q1. What type of retail stores you prefer?

A) Organised

B) Unorganised

C) Both

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Retail store prefer

OrganizedUnorganizedBoth

Q2. If organised then what type of organised stores?

A) Branded ShowroomsB) malls

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48%52%

Organised stores

braned showroomsmalls

Q3. If Unorganized then what type of unorganized stores?

A) Kirana Shops

B) Small society shops

70%

30%

unorganised store

Kirana ShopsSmall society shops

Q4.Do you think is there any price difference between products of organized and unorganized stores?

A) Yes

B) No

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70%

30%

Pricing

YesNo

Q5. Do you think organized stores provide more facilities then unorganized stores?

A) Yes

B) No

75%

25%

Facilities Provided

YesNo

Q6. Do you find any quality difference between the products of both the stores?

A) YesB) No

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Quality difference

YesNo

Q7. Do you think that the price difference is due to the extra facilities provided by the organised stores?

A) Yes

B) No

80%

20%

Charges for Facilities

YesNo

Q8. Is the method of payment in organized stores is better then unorganized stores?

A) Yes

B) No

50

60%

40%

Method of Payment

Yes no

Q9. Do the facilities provided by organized stores attract you?

A) Yes

B) No

70%

30%

Attracted by facilities

YesNo

Q10. Which store do you find more comfortable for shopping?

A) Organized

B) Unorganized

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65%

35%

comfortable for shopping

OrganizedUnorganized

Sources of Data Collection

Primary:

For my survey primary data have been used as a questionnaire to collect thedata.

SECONDARY:

The secondary data has been collected from the following modes:

Books

Data through internet sources

Findings

In this study we had find out that in today’s world more than 50% of the total population is interested

in shopping from organized retail stores.

From the study we have concluded that consumers think that there is quality as well as price differentiation

between organised & unorganised retail stores, & this differentiation is due to the extra facilities provided

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by the organised retail stores.

Suggestions

People must aware about the facility provided by the organized retail store.

Sometimes the organized stores charge high prices, so consumer should aware of the change.

Consumers should also have their attention towards the quality of the products.

Limitations of the Study

I will have to rely upon the information get from secondary sources and given by respondents,

which may not be fully true.

This study will be limited to only some areas of Chhattisgarh in Bhilai

It is only for short period of time.

Lack of professional approach since researcher is a student·

The sample size is only 25 so the sample may not be truly representative of bhilai population.

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ANNXURE

Q1. What type of retail stores you prefer?

A) Organised

B) Unorganised

C) Both

Q2. If organised then what type of organised stores?

A) Branded Showrooms

B) Malls

Q3. If Unorganised then what type of unorganised stores?

A) Kirana Shops

B) Small society shops

Q4.Do you think is there any price difference between products of organised and unorganised stores?

A) Yes

B) No

Q5. Do you think organised stores provide more facilities then unorganised stores?

C) Yes

D) No

Q6. Do you find any quality difference between the products of both the stores?

C) Yes

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D) No

Q7) Do you think that the price difference is due to the extra facilities provided by the organised stores?

C) Yes

D) No

Q8. Is the method of payment in organised stores is better then unorganised stores?

C) Yes

D) No

Q9. Do the facilities provided by organised stores attract you?

A) Yes

B) No

Q10. Which store do you find more comfortable for shopping?

A) Organised

B) Unorganised

NAME OF THE RESPONDENT:

ADDRESS:

EDUCATIONAL QUALITICATION:

OCCUPATION:

AGE:

MONTHLY INCOME:

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REFERENCES

www.wikipideia.com

www.google.com

www.relianceindustry.com

www.vishalmegamarts.com

www.bigbazar.com

www.raheja.com

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