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1. INTRODUCTION OF TOPIC
To establish framework for Mercedes Benz collection retail sales operations
through malls includes consumer buying behavior, Kiosk management and vendor for
kiosk.
All of us are consumers. We consume things of daily use, we also consume and
buy these products according to our needs, preferences and buying power. These can be
consumable goods, durable goods, specialty goods or, industrial goods. What we buy,
how we buy, where and when we buy, in how much quantity we buy depends on our
perception, self concept, social and cultural background and our age and family cycle, our
attitudes, beliefs values, motivation, personality, social Class and many other factors that
are both internal and external to us. While buying, we also consider whether to buy or not
to buy and, from which source or seller to buy. In some societies there is a lot of
affluence and, these societies can afford to buy in greater quantities and at shorter
intervals. In poor societies, the consumer can barely meet his barest needs. The marketer
therefore tries to understand the needs of different consumers and having understood his
different behaviors which require an in-depth study of their internal and external
environment, they formulate their plans for marketing.
Fig.1.1 A Simplified framework for Studying Consumer Behavior
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Figure 1.1 gives in detail the shaping of consumer behavior, which leads a consumer
to react in certain ways and he makes a decision, keeping the situations in mind. The
process of decision-making varies with the value of the product, the involvement of the
buyer and the risk that is involved in deciding the product/service.
1.1 Consumer Decision Process
The decision-making process consists of a series of steps which the consumer
undergoes. First of all, the decision is made to solve a problem of any kind. This may be
the problem of creating a cool atmosphere in your home. For this, information search is
carried out, to find how the cool atmosphere can be provided, e.g. by an air-conditioner
or, by a water-cooler. This leads to the evaluation of alternatives and a cost benefit-
analysis is made to decide which product and brand image will be suitable, and can take
care of the problem suitably and adequately. Thereafter the purchase is made and the
product is used by the consumer. The constant use of the product leads to the satisfaction
or dissatisfaction of the consumer, which leads to repeat purchases, or to the rejection of
the product. The marketing strategy is successful if consumers can see a need which a
companys product can solve and, offers the best solution to the problem. For a
successful strategy, the marketer must lay emphasis on the product/brand image in the
consumers mind. Position the product according to the customers. likes and dislikes. The
brand which matches the desired image of a target market sells well. Sales are important
and sales are likely to occur if the initial consumer analysis was correct and matches the
consumer decision process. Satisfaction of the consumer, after the sales have been
effected, is important for repeat purchase. It is more profitable to retain existing
customers, rather than looking for new ones. The figure below gives an idea of the above
discussion.
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Fig.1.2 Decision Process
1.2 About Retail Kiosk
Any product that does not require a large amount of storage, can be sold without
any preparation and served with less staff, is an ideal to be traded through the limited and
open format of a kiosk.
E.g. Snacks, jewellery, holiday merchandise, novelties, or services such as financial
products.
In India, retail kiosks can be seen in shopping plazas and malls as small retail
outlets to sell products or to facilitate services.The mall allots a space either on rental orrevenue sharing basis to the retailer depending on merchandise.
Kiosk retailing has evolved as a special, advantageous and cost-effective category
in retailing and is strategically located in the malls at frequent stops. Kiosk retailing has
emerged as one of the effective platforms of low-cost, low-riskentrepreneurship.
The kiosk management has certain criteria to place the kiosk within the mall it
include location, size , type of kiosk, monthly rent and other running maintenance cost
associated with kiosk.
Kiosk vendor detail contain there name, address, website, email id and contact no.
All this information will help to achieve the objective of project.
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2. COMPANY PROFILE
2.1 Brief History:
Mercedes is a female Spanish name and means "Mercy". Mercedes was also the
name of the daughter born to Austrian businessman, Emil Jellinek, who lived in Baden
near Vienna and in Nice, in 1889.
Jellinek, a progressive gentleman who was interested in sport, was an enthusiastic
champion of technical progress and the automobile. He was convinced that the
automobile would shape the future. As early as 1897 he traveled to Cannstatt and ordered
his first Daimler car, a six-horsepower belt-driven vehicle with a two-cylinder engine.
After taking delivery in October 1897, the 24 km/h maximum speed of this car was
soon too slow for Jellinek. He wanted a top speed of 40 km/h and ordered two Daimler
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developed by Wilhelm Maybach, Chief Design Engineer at DMG, caused a sensation at
the beginning of the last century. With its low centre of gravity, a compressed-steel
frame, the light and powerful engine and the honeycomb radiator, it is seen as the first
automobile of its generation.
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2.3 FOUNDER OF MERCEDES BENZ
KARL BENZ
Born
November 25, 1844
Mhlburg (Karlsruhe)
Died
April 4, 1929 (Aged 84)Ladenburg
Nationality
German
Education
University Of Karlsruhe
Work:-
Significant Projects
Founded Mercedes-Benz
Significant Design
Benz Patent Motorwagen
GOTTLIEB DAIMLER
GOTTLIEB DAIMLER
Born
March 17, 1834
Schorndorf, Wrttemberg
Died
March 6, 1900 (Aged 66)
Nationality
German
Occupation
Engineer, Industrialist, Automotive
Pioneer
Known For
Daimler-Motoren-Gesellschaft (Daimler
Motors Corporation, Dmg)
http://en.wikipedia.org/wiki/M%C3%BChlburghttp://en.wikipedia.org/wiki/Karlsruhehttp://en.wikipedia.org/wiki/Ladenburghttp://en.wikipedia.org/wiki/University_of_Karlsruhehttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Schorndorfhttp://en.wikipedia.org/wiki/W%C3%BCrttemberghttp://en.wikipedia.org/wiki/Daimler-Motoren-Gesellschafthttp://en.wikipedia.org/wiki/File:Gottliebdaimler1.jpghttp://en.wikipedia.org/wiki/File:Carl-Benz_coloriert.jpghttp://en.wikipedia.org/wiki/File:Gottliebdaimler1.jpghttp://en.wikipedia.org/wiki/File:Carl-Benz_coloriert.jpghttp://en.wikipedia.org/wiki/Daimler-Motoren-Gesellschafthttp://en.wikipedia.org/wiki/W%C3%BCrttemberghttp://en.wikipedia.org/wiki/Schorndorfhttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/University_of_Karlsruhehttp://en.wikipedia.org/wiki/Ladenburghttp://en.wikipedia.org/wiki/Karlsruhehttp://en.wikipedia.org/wiki/M%C3%BChlburg7/31/2019 Mission Final 2
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2.4 Symbol of the Company:
Mercedes has been the world's most innovative automotive brand for more than
125 years. When Daimler-Motoren-Gesellschaft (DMG) delivered its first Mercedes on
December 22, 1900, this was the start of a development which led to the formation of
DaimlerChrysler AG towards the end of the 20th century.
Today Mercedes-Benz is regarded as the world's most successful automotive
brand. Its level of technical perfection, quality standards, innovative strength and
numerous automotive legends such as the 300 SL Gull wing are unrivalled. The
Mercedes star became the most famous automotive symbol of all and is one of the
world's best-known trademarks.
2.5 Corparate Office & Factory Plant
Mercedes-Benz India Pvt Ltd.
E-3, MIDC Chakan, Phase III, Chakan Industrial Area,
Kuruli & Nighoje, Tal: Khed, Pune-410 501 (India)
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2.6 Vision & Values
Mercedes is a luxury car maker. They have a team-oriented, customer-first
philosophy that is part of their operations. Their open environment facilitatescommunication and best practices between departments. They believe that a corporate
culture where people can reach their full potential makes the difference between a good
company and a great company. We encourage an inclusive work environment. They hire
people from all walks of live as they believe diverse work is essential to their success and
provide a competitive edge to better address the needs of their customers.
Mercedes vision is to provide great products and services to their customers. They
want to create value for their brands, dealers and customers. They want to offer
rewarding opportunities to their employees and the communities where they live and
work. They want integrity openness and respect. They also want financial and social
responsibility. They are looking for inspired, empowered and diverse people. They have a
commitment to excellence and have customer focus Quality products. As a luxury car
maker, they feel inspired to give the best or nothing to customers.
2.7 Our Mission
We invented the automobile - now we are passionately shaping its future. As a pioneer ofautomotive engineering, we feel inspired and obliged to continue this proud tradition with
groundbreaking technologies and high-quality products.
Our philosophy is clear: we give of our best for customers who expect the best - and we
live a culture of excellence that is based on shared values. Our corporate history is full of
innovations and pioneering achievements; they are the foundation and ongoing stimulus
for our claim to leadership in the automotive industry.
The principle of sustainable mobility underlies all of our thoughts and actions. Our goal
is to successfully meet the demands of future mobility. And in doing so, we intend to
create lasting value - for our shareholders, customers and workforce, and for society in
general.
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2.8 Our Goal
Assemble members and guests in social settings. Improve members enjoyment of their Mercedes-Benz vehicles. Facilitate healthy exchange of technical and engineering information about Mercedes-
Benz vehicles.
Represent the marquee in contemporary motoring circles. To uphold the standards of excellence, real world values and social responsibility
associated with the Mercedes-Benz Marque, and to promote goodwill and civic
mindedness in the motoring scene.
2.9 Quality Policy
Achieves the highest Quality Policy through Team spirit Delegation of authority Trust in the ability, knowledge & experience of our employees, vendors and dealers. Continuous Progress and improvement In Mercedes Benz there are some policies like Environment, Health and Safety,
Corporate
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2.10 Competitors
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2.11 Products of the Company
2.11.1 A Mercedes-Benz C Class:
The 2010 C-Class is a 4-door, 5-passengerluxury sedan, or luxury sports sedan, available
in 4 trims, ranging from the C300 Sport Sedan
to the C63 AMG Sport Sedan.
Upon introduction, the C300 Sport Sedan is
equipped with a standard 3.0-liter, V6, 228-
horsepower engine that achieves 18-mpg in
the city and 26-mpg on the highway. A 6-speed manual transmission with overdrive is
standard. The C63 AMG Sport Sedan is equipped with a standard 6.2-liter, V8, 451-
horsepower engine that achieves 12-mpg in the city and 19-mpg on the highway. A 7-
speed automatic transmission with overdrive is standard.
2.11.2 A Mercedes-Benz E Class:
The 2010 E-Class is a 2- or 4-door, up to 5-passenger sports coupe, luxury sports coupe,
luxury sedan, or luxury sports sedan, available in 5 trims, ranging from the E350 Coupe
to the E63 AMG Sedan.
Upon introduction, the E350
Coupe is equipped with a
standard 3.5-liter, V6, 268-
horsepower engine that achieves
17-mpg in the city and 26-mpg
on the highway. A 7-speed
automatic transmission with
overdrive is standard. The E63
AMG Sedan is equipped with a standard 6.2-liter, V8, 518-horsepower engine. A 7-speed
manual transmission with overdrive is standard.
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2.11.3 A Mercedes-Benz M Class:
The 2010 M-Class is a 4-door, 5-passenger luxury
sport-utility, available in 4 trims, ranging from the
ML350...Blue TEC to the ML63AMG.
Upon introduction, the ML350 Blue TEC is
equipped with a standard 3.0-liter, V6, 210-
horsepower, turbo, diesel engine that achieves 18-
mpg in the city and 24-mpg on the highway. The
ML63 AMG is equipped with a standard 6.2-liter,
V8, 503-horsepower engine that achieves 11-mpg in the city and 15-mpg on the highway.
A 7-speed automatic transmission with overdrive is standard on both trims.
2.11.4 A Mercedes-Benz S Class:
The 2010 S-Class is a 4-door, 5-passenger luxury sedan, or luxury sports sedan, available
in 3 trims, ranging...from the S550 to the S600.
Upon introduction, the S550 is
equipped with a standard 5.5-
liter, V8, 382-horsepower
engine that achieves 14-mpg in
the city and 22-mpg on the
highway. A 7-speed automatic
transmission with overdrive is
standard. The S600 is equipped
with a standard 5.5-liter, V12,
510-horsepower, turbo engine that achieves 11-mpg in the city and 17-mpg on the
highway. A 5-speed automatic transmission with overdrive is standard.
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2.12. Mercedes-Benz After Sales
1.Organization Chart2. After-Sales Marketing3. After-Sales Field Service
4. After-Sales Training
5. After-Sales Spare Parts
1. Organization chart:
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2. After sale Marketing:
2.13 Mercedes Benz Collections:
AMG Selection: AMGthename says it all. The innovation
of AMG, the superior
technology, the exceptionaldesignall can be found in thisexclusive selection. Pure power
and aesthetics.
SLR Selection: This selectionreflects the uniqueness of the
legendary SLR. Select products
with a unique look and design,
created for those who know howto appreciate special things in
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OverviewThe worlds of the Mercedes-
Benz Collection are as diverse as
the people for whom they arecreated. Connecting the different
product worlds are highstandards of design, function and
quality- and of course, the
innovative strengths and thephilosophy of the Mercedes-
Benz brand. The Mercedes-Benz
Collection embodies an attitude
to life.
For all those who appreciate
quality, elegance and passion
and for all those who feel
connected to their brand, we
have brought eleven newSelections for you, and they are:
Mercedes-Benz Essentials:
Here its all about the star logo.
And the perfect star-labeled item
for every situation. For young
and old, big and small. For all
those who love the star brand.
Lifestyle Selection: Assured
style and impressive quality.Unique in design and always in
fashion. The perfect Selection
for all those who value the
special things in life.
Golf sports Selection:
Bringing a touch of star quality
to the green. Quality, precision
and functionality - everythingyou expect of Mercedes-Benz
can be found in this selection.
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3. SCOPE AND OBJECTIVE OF STUDY
3.1 Scope of Project
The research involved visiting the reputed malls at pune region. The qualitative research was
carried out in two phases. First phase involved observational study of consumer i.e. patrons
visiting the mall. This involved patron criteria for selection of clothing accessories, their average
spending and various such touch points. This study was carried out in order to understand the
typical behavior of the patron during a visit to the malls. Observations like which section of mall
they visiting most, other important factors for their shopping place, relevant sources from which
they get information about branded products etc also any in line behavior exhibited by the patrons
was also noted.
The second phase of research involved detailed information about kiosk management and
vendor for kiosk. This phase involved selection criteria for kiosk location, the required size of
kiosk, what should be the overall cost of kiosk (including rent +other running cost associated with
kiosk).Also we got contact details of kiosk vendor who design and manufactured the kiosk.
3.2 Objectives of Project
There are three main objectives of this project:1. Understanding Consumer buying behavior2. Kiosk management3. Vendor for kiosk
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4. RESEARCH METHODOLOGY
4.1 Introduction of Research Methodology
Research Methodology refers to search of knowledge .one can also defineresearch methodology as a scientific and systematic search for required
information on a specific topic. The main objective of survey is to collect
appropriate data, which work as a base for drawing conclusion and getting result.
Research is a process of collecting, analyzing and interpreting information to
answer questions, But to qualify as research, the process must have certain characteristics:
it must, as far as possible, be controlled, systematic, valid and verifiable, empirical and
critical.
4.2 Research Design
Research deign pertain to the grate research approach or strategy adopted for
particular project. A research project has to the conducted scientifically making sure that
the date is collected adequately and economically. It is an important tool to study buyers
behavior, consumption pattern, brand loyalty, kiosk management and kiosk vendors The
study uses a descriptive research design for the purpose of getting an insight over the
issue. It is to provide an accurate picture of some aspects of market environment.
Descriptive research is use when the objective is to provide a systematic description that
is as factual and accurate as possible.
Descriptive research design is used as it describes data and characteristic about the
population or phenomenon being studied. Descriptive research answers the question who,
what, when and how.
4.3 Method of Data collection
Actually data is of two kinds which are following:
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a)Primary Data: primary data are those ,which are a fresh and for the first time and this
happen to be original in character.
b)Secondary Data: secondary data are those which have already been collected by
someone else and which have already been used as per required.
There are basically two sources to collect secondary data
a) Internally: provided by company /organizationb) Externally :various publication of central, state and local government
Books, magazines , newspaper Internet
4.3 Data analysis and interpretation:
1. Questionnaires
2. Pie chart and Bar chart
Questionnaires:This is the most popular tool for the data collection. A questionnaire contains
question that the researcher wishes to ask his respondents which is always guided by
the objective of the survey.
Pie chart:This is very useful diagram to represent data, which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors,
which are proportional to the values they represent. The total value is represented by
full create. The diagram bar chart can make comparison among the various
components or between a part and a whole of data
Bar chart:This is another way of representing data graphically. As the name implies, it consist of a
number of whispered bar, which originate from a common base line and are equal widths.
The lengths of the bar are proportional to the value they represent.
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5.4 Preparation of report:
The report was based on the analysis and presented with the findings and suggestions.
The sample of questionnaire is attached with the report itself.
Research Topic: - A study of establish framework for Mercedes Benzcollection item.
Research Type:- Descriptive Research
Sample Methods:-Non Probability Purposive Sampling
Sample Size:-200
Sample Unit: 1.Consumers from malls2. Wholesalers/retailers in malls,
Primary Datao The information is collected through the primary sources like:o Consumer who were present in the mall at the time of surveyo Getting information from marketing department of the mall.o Discussion with the head of the department.
Secondary Data:o Interneto Office manuals of the department.o Magazines, Reports in the company.
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5.DATA ANALYSIS AND INTERPRITATION
This project includes three main objectives:
1. Understanding consumer buying behavior
2. Kiosk management
3. Vendor for kiosk
Objective No.1: Understanding consumer buying behavior
Q.1 Selection of Consumer for Clothing accessories?
Table 5.1 Selection of Consumer for Clothing accessories
Sr. No Frequency of buying Frequency Percentage (%)
1 Twice a year 971 49
2 Once a year 383 19
3 Once in two year 297 15
4 Never 206 10
5 Any Other 143 7
Total 2000 100
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Fig 5.1 Frequency of buying
Data Interpretation:
Almost half of the total customer buy twice in year 10% of total customer never buy clothing accessories
49%
19%
15%
10%7%
Twice a year
Once a year
Once in two year
Never
Any Other
Frequency of buying
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Q.2Average Amount spends on the following product?
1. Watches
Table 5.2 Average amount spend on watches
Sr. No Average amount spend Frequency Percent (%)
1 None 40 20
2 Less than 500 0 0
3 Between 500-1K 23 12
4 Between 1K-3K 80 40
5 Between 3K-5K 46 23
6 More than 5K 11 5
Total 200 100
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Fig 5.2 Average amount spend on watches
Data Interpretation:
Maximum range (between 1K-3K) of amount spend on watch is 40% Second range (between 3K-5K) is 23%
20% 0%
12%
40%
23%
5%
Average amount spend on watches
None
Less than 500
Between 500-1K
Between 1K-3K
Between 3K-5K
More than 5K
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3. Model cars
Table 5.4 Average amount spend on model cars
Fig 5.4Average amount spend on model cars
Data Interpretation:
Very few customer i.e. 15% spend on model cars
72%
8%
15%
5% 0% 0%
Average amount spend on model cars
None
Less than 500
Between 500-1K
Between 1K-3K
Between 3K-5K
More than 5K
Sr. No Avg. amount spend Frequency Percentage (%)
1 None 143 72
2 Less than 500 17 8
3 Between 500-1K 29 15
4 Between 1K-3K 11 5
5 Between 3K-5K 0 0
6 More than 5K 0 0
Total 200 100
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4. T-shirts
Table 5.5 Average amount spend on T-shirts
Sr. No Average amount spend Frequency Percentage (%)
1 None 23 11
2 Less than 400 0 0
3 Between 400-800 51 26
4 Between 800-1200 74 37
5 More than 1200 52 26
Total 200 100
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Fig 5.5 Average amount spend on T shirts
Data Interpretation:
Maximum percentage of range (between 800-1200) of average amount spend is37% on T shirt.
Average amount spend on T shirt (between 400-800) and More than 1200 on Tshirt is 26% each.
11%0%
26%
37%
26%
Average amount spend on T-shirts
None
Less than 400
Between 400-800
Between 800-1200
More than 1200
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5. Caps
Table 5.6 Average amount spend on Caps
Fig 5.6 Average amount spend on caps
Data Interpretation:
37% of total customer spend on caps is (between 200-400) Also 26% of total customer dont spend on caps.
26%
11%
37%
15%
11%
Average amount spend on caps
NoneLess than 200
Between 200-400
Between 400-800
More than 800
Sr. No Avg. amount spend Frequency Percentage (%)
1 None 51 26
2 Less than 200 23 11
3 Between 200-400 74 37
4 Between 400-800 29 15
5 More than 800 23 11
Total 200 100
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6. Key rings
Table 5.7 Average amount spend on Key rings
Fig 5.7 Average amount spend on Key rings
Data Interpretation:
More than half of the customer does not spend on key rings. 29% of total customer spend (between 100-200) on key rings.
57%
9%
29%
5% 0%
Average amount spend on Key rings
None
Less than 100
Between 100-200
Between 200-300
More than 300
Sr. No Avg. amount spend Frequency Percentage (%)
1 None 114 57
2 Less than 100 18 9
3 Between 100-200 57 29
4 Between 200-300 11 5
5 More than 300 0 0
Total 200 100
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7. Pen set
Table 5.8 Average amount spend on Pen set
Fig 5.8 Average amount spend Pen set
Data Interpretation:
63% of total customer does not spend on pen set. 23% of total customer spend less than 200
63%
23%
5%
9%
0%
Average amount spend on Pen set
None
Less than 200
Between 200-400
Between 400-800
More than 800
Sr. No Avg. amount spend Frequency Percentage (%)
1 None 126 63
2 Less than 200 46 23
3 Between 200-400 11 5
4 Between 400-800 17 9
5 More than 800 0 0
Total 200 100
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8. Belts
Table 5.9 Average amount spend on Belts
Fig 5.9 Average amount spend on Belts
Data Interpretation:
43% of total customer spend (between 250-500) on belts. However, 23% of total customer do not spend on belts .
23%
6%
43%
20%
8%0%
Average amount spend on Belts
NoneLess than 250
Between 250-500
Between 500-800
Between 800-1200
More than 1200
Sr. No Avg. amount spend Frequency Percentage (%)
1 None 10 23
2 Less than 250 2 6
3 Between 250-500 13 43
4 Between 500-800 7 20
5 Between 800-1200 3 8
6 More than 1200 0 0
Total 200 100
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9. Sacks
Table 5.10 Average amount spend on Sacks
Fig 5.10 Average amount spend on Sacks
Data Interpretation:
Only 77% of total customer spends on sacks. 37% spend between 1K-3K on sacks.
23%
6%
23%
37%
11% 0%
Average amount spend on Sacks
None
Less than 500
Between 500-1K
Between 1K-3K
Between 3K-5K
More than 5K
Sr. No Avg. amount spend Frequency Percentage (%)
1 None 46 23
2 Less than 500 11 6
3 Between 500-1K 46 23
4 Between 1K-3K 74 37
5 Between 3K-5K 23 11
6 More than 5K 0 0
Total 200 100
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10. Luggage Bags
Fig 5.11 Average amount spend on Luggage bags
Fig 5.11 Average amount spend on Luggage bags
Data Interpretation:
28% of total customer spend on luggage bags Only 12% spend between 1K-3K on luggage bags.
72%0%
5%
12%6% 5%
Average amount spend on Luggage bags
None
Less than 500
Between 500-1K
Between 1K-3K
Between 3K-5K
More than 5K
Sr. No Average amount spend Frequency Percentage (%)
1 None 143 72
2 Less than 500 0 0
3 Between 500-1K 11 5
4 Between 1K-3K 23 12
5 Between 3K-5K 12 6
6 More than 5K 11 5
Total 200 100
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Q.3 Rate the following criteria as per your views?
Table 5.12 Criteria as per customer view
Response
My
accessories
Add new
dimension
I like to
follow the
crowd
I am brand
conscious
I am
brand
loyal
I like to
experiment
with my
accessories
Ive
recently
been told
what to
wear
Freq % Freq % Freq % Freq % Freq % Freq %
Strongly
agree
80 40 5 3 23 11 17 9 29 14 11 6
Agree 80 40 17 9 80 40 40 20 74 37 23 11
Average 29 14 35 17 52 26 91 48 34 17 23 11
Disagree 11 6 63 31 40 20 29 14 46 23 74 37
Strongly
disagree
0 0 80 40 5 3 17 9 17 9 69 35
Total 200 100 200 100 200 100 200 100 200 100 200 100
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Fig 5.12 Criteria as per customer view
Data Interpretation:
Most of the customer (80%) agree or strongly agree that accessories add newdimension to their personality.
71% of the total customer disagree to follow the crowd Almost half of the total customer agree that they are brand conscious Average number of customer which are loyal to their brand is 48% There are 51% of the total customer which like to experiment with their
accessories
72% of the total customers havent been told what to wear.
0
10
20
3040
50
60
70
80
90
100
40
3 11 914 6
40
9
40
20
37
11
14
17
2648
17
11
6
31
20 14 23
37
0
40
3 9 9
35
Strongly disagreeDisagree
Average
Agree
Strongly agree
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Q.4 Rate the following shopping behavior for accessories?
Table 5.13 Criteria as per customer view
Response
I am
planning
my
shopping
trip
I often go
shopping
just to get
ideas
I prefer
shopping only
in malls
I prefer
traditional
styling in
my
accessories
Selecting
accesso. I
tend to get
perplexed
Freq % Freq % Freq % Freq % Freq %
Strongly
agree
29 14 0 0 23 12 23 12 23 12
Agree 34 17 17 9 51 26 40 20 57 28
Average 51 26 74 37 63 31 57 28 80 40
Disagree 23 11 57 28 34 17 46 23 34 17
Strongly
disagree
63 32 52 26 29 14 34 17 6 3
Total 200 100 200 100 200 100 200 100 200 100
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Fig 5.13 Criteria as per customer view
Data Interpretation:
43% of the total customer never plans their shopping trip while 30%of the totalcustomer does.
Only 9% of total customer often goes shopping just to get ideas. 38% of total customer agrees that they prefer shopping in malls. 40 % of total customer never prefer traditional styling in their accessories There are 40 % of total customers who tend to get perplexed while selecting the
accessories.
0
10
20
30
40
50
60
70
80
90
100
I am
planning
my
shoppingtrip
I often go
shopping
just to get
ideas
I prefer
shopping
only in
malls
I prefer
traditional
styling in
myaccessories
Selecting
accesso. I
tend to get
perplexed
140
12 12 12
17
9
2620
28
26
37
31
28
4011 28
1723
1732
2614 17
3
Strongly disagree
Disagree
Average
Agree
Strongly agree
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Q.5 How often you visit malls?
Table 5.14 No of time customer visit the mall
Sr. No No. of Time customer
Visit the Mall
Frequency Percentage (%)
1 Twice a month 91 46
2 Once in month 57 28
3 Once in two month 46 23
4 Once in six month 6 3
5 Never 0 0
6 Any other 0 0
Total 200 100
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Fig 5.14 No of time customer visit the mall
Data Interpretation:
Nearly half (46%) of the customer prefer to visit the malls twice a month
46%
28%
23%
3% 0% 0%
No of time customer visit the mall
Twice a month
Once in month
Once in two month
Once in six month
Never
Any other
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Q.6 which mall in the city does you normally visits more often?
Table 5.15 Name of the mall that customer visit normally
Sr. No Name of the mall Frequency Percentage (%)
1 SGS Magnum 17 8
2 Kumar Specific 17 8
3 In orbit 23 12
4 Shoppers Stop 23 12
5 Pune Central 57 28
6 Phoenix 52 26
7 Koregaon Park Plaza 11 6
8 Any other 0 0
Total 200 100
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Fig 5.15 Name of the mall that customer visit normally
Data Interpretation:
Majority of people does visit in phoenix and pune central mall The percentage distribution of phoenix and pune central is 26% and 28%
respectively.
8%8%
12%
12%
28%
26%
6% 0%
Name of the mall
SGS Magnum
Kumar Specific
In orbit
Shoppers Stop
Pune Central
Phoenix
Koregaon Park Plaza
Any other
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Q.7 which section of the mall do you like to visiting most?
Table 5.16 Section of the mall
Sr. No Section of the mall Frequency Percentage (%)
1 General section 23 11
2 Food section 11 5
3 Electronics section 34 17
4 Mens section 69 34
5 Womans section 57 29
6 Kids section 6 3
7 Others 0 0
Total 200 100
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Fig 5.16 Section of the mall
Data Interpretation:
35% of total customer goes to mens section 28% of the total customer goes to womans section
11% 5%
17%
35%
29%
3%0%
Section of the mall
General section
Food sectionElectronics section
Mens section
Womans section
Kids section
Others
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Q.8 which are the important factors to select your shopping place?
Table 5.17 Important factor for selecting shopping place
Fast
checkoutClose to
my place
Special
discounts
More
options
to choose
from
Accepts
all credit
cards
Convenience
of parking
Other
amenities
Frq. % Frq. % Frq % Frq % Frq%
Frq % Frq %
Not at allimportant
46 23 6 3 6 3 0 0 0 0 0 0 29 14
Not so
important29 14 69 34 6 3 6 3 6 3 0 0 63 31
Neutral 34 17 63 31 17 9 23 11 23 11 17 9 46 23
Somewhat
important57 29 51 26 63 30 63 32 114 57 86 43 45 23
Extremely
important34 17 11 6 108 54 109 54 57 29 97 48 17 9
Total 200 100 200 100 200 100 200 100 200 100 200 100 200 100
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Fig 5.17 Important factor for selecting shopping place
Data Interpretation:
46% of total customer gives somewhat importance to fast checkout Shopping place close to them is not so important for many (34%) customers More than half (54%) of the total customer consider special discount extremely
important
More than half (54%) of the total customer prefer more option s to choose fromextremely important
57% of the total customer having neutral opinion on acceptance of all credit cards Near half (45%) of total customer never give importance to other amenities
0
10
20
30
40
5060
70
80
90
100
23
3 3 0 0 014
14
34
3 3 3 0
31
1731
9 11 119
23
29
26
30 32
57
43
23
176
54 54
29
48
9
Extremely important
Somewhat important
Neutral
Not so important
Not at all important
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Q.9 Relevant sources from which you get information about branded product?
Table 5.17 Sources of information about branded product
Sr. No Sources of
information
Frequency Percentage
%
1 News paper 86 43
2 Hoarding 51 25
3 Magazine 17 9
4 Social networking 46 23
(appropriate option)
4.1 Face book 46 23
4.2 Google 0 0
4.3 twitter 0 0
4.4 other 0 0
Total 200 100
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Fig 5.18 Sources of information about branded product
Data Interpretation:
43% of total customer get information about branded product from newspaper All 23 % of total customer get information about branded product from face book
social networking site.
43%
25%
9%
23%
Sources of information about branded product
News paper
Hoarding
Magazine
Social networking
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Q.10 According to your perception to whom will you give more importance?
Table 5.19 Importance of customer
Fig 5.19 Importance of customer
Data Interpretation:
Majority of people give importance to brand rather than price.
74%
26%
Importance of customer
Brand
Price
Sr. No More important Frequency Percentage
%
1 Brand 149 74
2 Price 51 26
Total 200 100
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Q.11Are you aware of the Mercedes-Benz brand?
Table 5.20 Awareness about the brand
Fig 5.20 Awareness about the brand
Data Interpretation:
All customer aware of Mercedes-Benz brand
100%
0%
Awareness about the brand
Yes
No
Sr. No Awareness aboutthe brand
Frequency Percentage (%)
1 Yes 200 100
2 No 0 0
Total 200 100
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Q.11.1 Mercedes-Benz has its own line of boutique collection that offers products
such as Jackets, Sun glares, T-shirts, Model cars, Watches, Caps, Key Rings and so
on. Would you be interested in buying these products?
Table 5.21 Interested in buying MB collection item
Fig 5.21 Interested in buying MB collection item
Data Interpretation:
All customer showing their interest in buying Mercedes Benz collection item
100%
0%
Interested in buying MB collection item
Yes
No
Sr. No Interested in buying
collection item
Frequency Percentage (%)
1 Yes 200 100
2 No 0 0
Total 200 100
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Q.11.2 If yes, what would be the price hike that you are ready to shell out more?
Table 5.21 Price hike ready to shell out more
Fig 5.22 Price hike ready to shell out more
Data Interpretation:
Almost more than half of the customer ready to shell out price hike by 15% 28% of the total customer ready to accept price hike between 15-25%
58%30%
6% 6%
Price hike ready to shell out more
By 15%
Between 15-25%
Between 25-40%
Between 40-50%
Sr. No Price hike ready to
Shell out
Frequency Percentage
%
1 By 15% 109 54
2 Between 15-25% 57 28
3 Between 25-40% 12 6
4 Between 40-50% 11 6
5 More than 50% 11 6
Total 200 100
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Q.12 when you would like to buy Mercedes-Benz brand collection?
Table 5.23 Time when customer likes to buy MB collection
Fig 5.23 Time when customer like to buy MB collection
Data Interpretation:
Only 37 % of the total customer would like to buy Mercedes Benz collection itemat any time.
17%
20%
26%
37%
Time when customer likes to buy MB collection
On festivalOn occasion
On event
At any time
Sr. No Time when you buyMB brand collection
Frequency Percentage
%
1 On festival 34 17
2 On occasion 40 20
3 On event 52 26
4 At any time 74 37
Total 200 100
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Objective No 2: Kiosk Management
Researcher tried to get the sample but since the owner of kiosk was not present and had
hired other people they didnt know anything about kiosk. So researcher collected the
information directly from marketing department of the mall.
1. Phoenix Market city, Viman nagar
Address: Phoenix Market City Viman Nagar, Shopping Centers/Malls S No.
207, Viman Nagar, Pune
Contact Person for Kiosk:
Name: Mr. Sachin Shinde.
Mail id: [email protected]
Mobile No: 9765488588
Landline No: 020-30950085
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Kiosk Detail:
Kiosk Location: Upper Ground floor
Kiosk size: 7 x 4 feet (appro)
Monthly rent: Rs 80,000/-
Kiosk size: 8 x 10 feet (appro)
Monthly rent: Rs 80,000/-
Security Deposit: Rs 80,000/- (Equal to rent)
Other running cost: labor + Electricity charges
Leasing Period: 12 weeks
2. Inorbit Mall, Wadgaon sheri
Address: Inorbit Mall, Wadgaon, Shopping Centers/Malls, Someshwar
Nagar, Wadgaon Sheri, Pune
Contact person for kiosk:
Name: Mr. Nivrutti Suryawanshi
Mail Id: [email protected]
Mobile No: 8975754566
http://pune.burrp.com/listing/inorbit-mall_wadgaon_pune_shopping-centresmalls/16315080346__PH__photos7/31/2019 Mission Final 2
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Kiosk Detail:
Kiosk owner: Gitanjali JewelersKiosk Location: 1 st floor extreme left side
Kiosk size: 7 x 4 feet (appro)
Monthly rent: Rs 27,000/-
Security Deposit: Rs 81,000/- (3 times rent)
Other running cost: labor + Electricity charges
Photo:
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3. Pune Central, Bund Garden Road
Address: Pune Central, BundGardenRoad, 256, Boat Club Road, Next To
Bund Garden, Pune.
Contact person for kiosk:
Name: Mr. Karan Kapoor
Mail Id: [email protected]
Mobile No: 7498628458
Landline No: 020- 66099000
Kiosk Detail:
Kiosk Location: Ground floor central position
Kiosk size: 7 x 4 feet
Monthly rent: Rs 1, 20,000/-
Kiosk size: 8 x 10 feet
Monthly rent: Rs 1, 50,000/-
Security Deposit: No
Other running cost: labor + Electricity charges+ taxes
Tax: 12.36% of Rent
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6. Jewel square, Koregaon Park
Address: Jewel Square, Koregaon Park, CTS No. 15/A, 7/15, 8/15 & 9/15, S.No.
479 & 480, Sub plot-B Koregaon Park, Pune 411 001.
Contact person for kiosk:
Name: Mr.Chandra Bhushan Sinha
Mobile No: 9764389807
Landline No: 020-40024971
Note: This mall is going to convert into commercial complex within 6 to 8 months,
hence same had to be excluded from my analysis.
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4. Koregaon Park Plaza, Koregaon Park
Address: North main road, Near Westin hotel, Koregaon Park, Pune
Contact person for kiosk:
Name: Ms. Siddik (Mumbai office)
Mail Id: [email protected]
Mobile No: 9324667278
Landline No: 022-40664600 (Mumbai office) , 020-30445721 (Pune office)
Kiosk Detail :
Kiosk Location: First floor
Kiosk size: 8 x 10 feet
Monthly rent: Rs 85,000/-
Security Deposit: Rs.5, 10,000/- (6 times of rent)
Other running cost: labor + Electricity charges
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Photo:
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5. Kumar Pacific, Swargate
Address: Kumar Pacific Mall, Swargate, Shankarshet Road, Swargate, Pune
Contact person for kiosk:
Name: Mr. Tushar Patalia. (Mumbai office)
Mail Id: [email protected]
Mobile No: 9320266863
Landline No: 022-40664600 (Mumbai office) , 020-67256888 (Pune office)
Kiosk Details:
Kiosk Location: Second floor (Opposite to Boss)
Kiosk size: 8 x 8 feet
Monthly rent: Rs 55,000/-
Security Deposit: Rs.1, 65,000/- (3 times of rent)
Other running cost: labor + Electricity charges
Tenure: 11 month
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Photo:
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6. Central Mall 3, Karve Road
Address: Karave road,Opp.Garware College, Near SM Joshi Bridge, Pune
Contact person for kiosk:
Name: Mr. Jaydeep kashid
Mail Id: [email protected], [email protected]
Mobile No: 7498460916
Kiosk details:
Kiosk owner Central Mall
Kiosk Location: Mall Ground floor, right hand side besides the entrance door
Kiosk size: 8 x 10 feet (appro)
Monthly rent: Rs 2L to 2.2L (Including deposit + electricity)
http://pune.burrp.com/listing/pune-central-2_shivaji-nagar_pune_shopping-centresmalls/1196777990__PH__photos7/31/2019 Mission Final 2
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Photo:
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7. Amanora Town Centre, Hadapasar
Address: Amanora Park Town, Hadapsar-kharadi Bypass, Hadapsar, Pune-
411 028
Contact person for kiosk:
Name: Mr. Manish K. Pinjani
Mail Id: [email protected]
Mobile No: +91 09922859310
Landline No: +91-20-30410000
Kiosk Detail:
Kiosk owner: Noya Jewelers
Kiosk Location: 1 st floor right hand side
Kiosk size: 8 x 10 feet
Monthly rent: Rs 30,000/-(appro)
Security Deposit: Rs 1, 80,000/- (6 times rent)
Other running cost: labor + Electricity charges
Tenure: 11 month
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Photo:
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3.Kiosk Vendor Details:
It was challenging task for researcher to get in touch with the owner of kiosk. Since
the owner of kiosk were not present and had hired other people and they didnt know
anything about kiosk. So only 2 contact details about kiosk vendor was received directly
from malls marketing department. (From secondary data-Marketing Dept. of Mall)
1.Horizons, Pune
.
Company Name: Horizons
Address: Office #10, Radiant Arcade, 2401 East Street, Above Modern
Arts Furnishers, Pulgate, Camp, Pune 411 001
Contact Person: Mr. Sohel Firfiray
Mobile No: 9922997888
Mail id: [email protected]
Reference Person: jay deep kashid (Central mall, karve road)
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2. Anifilmiya, Pune
Company Name: Anifilmiya
Address: Hadapasar, Pune
Contact Person: Mr. Narayan Niwal
Mobile No: 8007500888
Mail id: [email protected]
Reference Person: Mr. Tejas (Marketing Dept, in orbit mall)
Mr. Nivrutti Suryawanshi (Marketing Dept, in orbit mall)
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3.1 Kiosk Vendor details taken from secondary data
(From secondary data: Internet)
1.Company Name: Electrospark New Delhi
Address: D No: A-122 & 123, Okhla Industrial Area Phase II,
New Delhi-110020
Contact Person: Mr. Mittal
Mail id: [email protected], [email protected]
Mobile No: + (91) -9811014189/9810017572
Landline No: +91-011-26386121, 26386122
2.Company Name: Tejaswani Services India
Address: Shop no 5, Building no 4, Solitaire 1, Poonam Garden,
Mira Bhayander Road, Kandivali West, Mumbai 400
067
Contact Person: Mr.Vishal Panchal
Mail id: [email protected], [email protected]
Mobile No: + (91) - 98338 97887/91726 23740
3.Company Name: TSI Displays Private Limited
Address: F - 189 - 1 - A, 1st Floor, Savitri Nagar, Near Malviya
Nagar, New delhi110 017,India New Delhi, Delhi -
110 017, India
Contact Person: Mr. Rohit Jain (Director)
Mail id: [email protected]
Mobile No: + (91)-9810030808
Landline No: + (91)-(11)-40502111/40529300
mailto:[email protected]?subject=TSI%20Displays%20Private%20Limited%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=TSI%20Displays%20Private%20Limited%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=TSI%20Displays%20Private%20Limited%20Mail%20Through%20IndiaMART.com7/31/2019 Mission Final 2
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4.Company Name: Seasons
Address: 84, Double Storey Basement, New Rajinder Nagar New
Delhi, Delhi - 110 060, India
Contact Person: Mr. Rohit
Mail id: [email protected]
Mobile No: + (91)-9810114331
Landline No: + (91)-(11)-47563868
5.Company Name: M/s Popular Steel Industries
Address: Plot No. 64, Industrial Focal Point, Phase 9 Mohali,
Punjab - 160 059, India
Contact Person: Mr. Chanchal Jit Singh (CEO)
Mail id: [email protected] ,[email protected]
Mobile No: + (91) - 9814017404/ 9815917273
Landline No: + (91) - (172)-2742574/ 2742571
6.Company Name: Signtec Vijay Publicity Pvt Ltd
Address: 1289, Trichy Road, Next To Richmond Hospital,
Coimbatore, Tamil Nadu - 641 018, India
Contact Person: Mr. Manowharan N
Mail id: [email protected] , [email protected]
Mobile No: + (91)-8220008779
Landline No: + (91)-(422)-4350666/ 6460666
mailto:[email protected]?subject=Seasons%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=Seasons%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=Seasons%20Mail%20Through%20IndiaMART.com7/31/2019 Mission Final 2
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MAJOR FINDINGS
On analysis following is the sequence which customer prefer to buy1. T-Shirt 2. Watch 3. Sacks 4.Caps 5.Belt
Almost half of the sample size buy twice in year Most of the customer agree that accessories add new dimensions to their
personality
Almost half of the sample size is brand conscious 2/5th of sample size prefer shopping in malls Nearly half of the customer prefers to visit the malls twice in a week. Most of the customers prefer to visit in phoenix and Pune Central mall. Most of the customer gets information about branded product from news paper as
well as social networking site. Out of which 1/4th
of customer get information
from social networking site i.e. face book
Majority of customers give priority to the brand rather than price. All customers are aware about Mercedes Benz brand and are willing to buy
Mercedes Benz collection item.
2/5th of sample size is ready to buy MB collection item at any time Jewel square mall is going to convert into commercial complex within 6 to 8
months.
Central mall does not ask for any security deposit for set up of kiosk but theycharge 12.36% tax on monthly rent.
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LIMITATIONS
The project covers only that mall which are highly reputed and around puneregion.
It was challenging task for researcher to get in touch with the owner of kiosksince the owner of kiosk was not present and had hired other people they didnt
know anything about kiosk. So collected the information related to kiosk
management and kiosk vendor directly from marketing department of the mall.
The time period of project was very limited. As consumer behavior is complex and dynamic, it is not possible to analyses it
completely.
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SUGGESTIONS
1. The youth should be treated as the target market, as majority of visitors areyoungster in malls.
2. Online shopping option should be provided by parent company.3. Company should use mass media and social networking sites for brand promotion4. There should be sales promotion like combo offers, corporate discounts and bulk
purchasing.
5.
Brand promotion activity should be done in colleges targeting the youth byproviding give awes as token of appreciation.
6. As most of the consumer prefer Phoenix and Pune Central mall. It is good start toset up kiosk in these malls.
7. Mercedes-Benz should adopt aggressive marketing strategies to cut down thecompetition and should make its presence felt in the market.
8. Kiosk size should be rectangular in shape to assist an easy movement andhandling items on display.
9. Preferred location for kiosk should be at ground floor near the entrance of mall soas to achieve better visuality of foot fall
10.Monthly rent can be reduced if company signs one year contract with mall.11.More ideas about the kiosk design can be achieved from kiosk vendors.
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CONCLUSION
On research by visiting malls, conducting survey and carrying out analysis it was
observed that the customers are willing to buy Mercedes-Benz collection items in
order to be associated with this brand. The youth should be treated as target market as
majority of visitors are youngsters in malls. As most of the consumer prefer Phoenix
and Pune Central mall,it is good start to set up kiosk in these malls. Kiosk size should
be rectangular in size so that to assist an easy movements and handling items on
display.Prefered location for kiosk should be at ground floor near the entrance of mall
so as to achieve better visuality of footfall.Monthly rent can be reduced if company
signs one year contract with mall.More ideas about the kiosk design can be achievedfromkiosk vendor.As we are aware that in India, retail kiosks can be seen in shopping
plazas and malls as small retail outlets to sell products or to facilitate services.
Retailing through kiosk has evolved as a special, advantageous and cost-effective
factor and is strategically located in the malls at frequent stops. Kiosk retailing has
emerged as one of the effective platforms of low-cost, low-risk entrepreneurship. This
project helps to establish a framework to rollout Mercedes Benz collection retail sales
operation through malls.
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BIBLIOGRAPHY
1. Marketing Management : Philip Kotler 12th Edition2. Marketing Management : Mr.S Ramaswami3. Research Methodology : C. R. Kothari
Magazines:
1. Mercedes Benz Collection 20122. Mercedes Benz Collection 2011
Websites:
1. http://www.Mercedes-Benz.com2. http://www.wikipedia.org3. http://www.cart- king.com4. http://www.How To Do Things .com
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ANNEXURE