project report in retail sec

7/24/2019 project report in retail sec

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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page1


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1.INTRODUCTION

Retailing consists of thebusiness activities involved in selling goods and services to

consumers for theirpersonal, family, or household use. It includes every sales of goods

and servicestothefinalconsumer.

Retailingasanindustry

Retailing isworld's largestprivate industrywithannual salesover$6600billion.Wal!art

annualsalesover$"#0billion.Ithasshareof".%of&..(.).*.+herearenineretailersin

ortune-00,whichhighlightstheimportanceofretailingascategory.

ccordingtoamar/etestimateafteragriculture,retailisthelargestsinglesector,bothinterm

ofturnoverorwillasemploymentinIndia.Withmar/etsieof$"00billion.+hereportsaid

theIndianretailindustryisinrevolutionphase.

1rganiedretailinginIndia,whichaccountforlessthan2%,isli/elytogrowfourfoldinthe

ne3t fiveyears.+hatmeans itwillgrow fromcurrentsieof around$2billion4Rs.-5,000

rore7toaround$-#billion4Rs.66000rore7 theneighborhoodscornershopsestimatedat

50 million across the country, and village !ela8s characterie the unorganied and

fragmentednatureofretailinginIndia.


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RETAILE RSI NIN DIA

-7K.RahejaGroup

hopper8sstop

9ometop

!othercare

9ypercity

rossword

*lanet!

"7TataTrent

Westside

tarIndia:aaar

;andmar/

7RPGGroup

pencer8ssupermar/et

pencer8sdaily

pencer8shypermar/et

!usicworld

27RelianceGroup

Reliancefresh

ubhi/sha

#7hartiGroup

67A!it"airlaGroup

57Ca#$Co##eeDa"


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page

T ABLE 1. 1 :TO P20 RETAI LE RS WORLD W I DE

Retailers Sales(US$)

1 Wal-martStores,Inc 163,532

2 Carrefour grou 52,1!6"1#

3 %e&rogerCo '5,352

' etro* '',163

5 %e+omeeotIC 3.,'3'

6 l/ertsonsinc 30,'0.

0 InterriseS 36,062

. sears,Roe/ucanco" 36,02.

! &martCororation 35,!25

1# argetCororation 33,0#2

11 "C"enn4Coman4,Inc" 31,5#3

12 Ro4al

%ol 31,222

13 Safea4Inc 3#,.#1

1' Ree-*rue 3#,50.

15 esco7C 3#,'#'

16 Ito-8oaoCo",7t" 3#,230

10 ea-*rue 3#,##2

1. CostcoComanies,Inc 26,!06

1! engelmannaren%anelsgesellsc%aft

26,5#!

2# %eaiei,Inc 26,'.6


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RETAILININDIA

+he retail industry in India is largelyunorganiedBpredominantlyconsistsofsmall , independent,

ownermanagedshops.RetailingisIA)I8slargestindustryintermsofcontributionto()*

Bconstitutes-%of()*.+herearearound#millionretailoutletsinIndia.+herearealso

anuncountednumberoflowcost/ios/s4teastalls,snac/scentre,barbershops,etc7Bmobile

vendors.+otalretailsalesarea in Indiawasestimatedat"


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Retailin2inIn!ia

)iversitiesdifferentiatesitselffromthestandarddevelopmentofmodernretailanywherein

theworld.

onventionally,retailersfocusonhomogeneityandcontinuityinordertoderivebenefitsof

scaleandefficiencyintheirsystem.

(lobally,retailersdeveloptwoorthreema@orformatswhicharelargelystandardied,may

notwor/inIndia.

ignificantlylarge,trulypanIndian,multiformatmodernretailingmodelneedstobe

developedinIndia.

+heIndianmar/etwillprovidethefootstepstodevelopamodelforglobaliingretailing.

+hiswillbethebiggestcontributionofIndianretailerstotheworld.

IndianretailerscanestablishHthoughtleadership8isinthefieldoftechnology.

&nli/eindevelopedcountries,IndianretailersdonothaveHlegacysystems8onwhichthey

havetobuildtheirtechnologyplatform.

sretailgrowsanddevelopsfreshtechnologyledsolutions,Indiawillta/ealeapandthe

ne3tgenerationretailtechnologysolutionsmaywellcomeoutofIndia.

&sageofRI)andthene3tpracticesintechnologybasedretailsolutionsmaywellemerge

fromIndianretailing.

Indianretailerswoulddowelltodeveloptheirownsystemsandbenchmar/sthatareadmired

andfollowedtheworldover.

Ne3t45"ear0aretou2h#orretail6i22ie0

+heretailsectorise3pectedtogrow20%to$2"5billionby"0--.

:y"0-5,organiedretailwillbe-#"0%ofthetotalretailmar/et.

+otalretailmar/et$


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1rganiedretailinginIndiawillneedpainsta/ing,oftenfrustrating,efforttochiseloutIndia

readybusinessmodels,retailformatsanddeliverymodels.

Products,Properties,PeopleandProfitabilityaregoingtobehugechallenges.

+herealestatepricesandshortageoftalentedstaff,therunupe3pensesforgrowtharegoingtoshootupsharply.

ignificantdelayincompletionofshoppingmallsbydevelopersandunreasonablyhigh

propertypricesisadverselyaffectingthegrowthofthesector.

+hesituationise3pectedtoimprovein"00?,whenalarge,andprobablyanoversupplyof

retailspaceise3pectedtocomeonstream.

:ytheyear"0-0,itise3pectedthattherewillbearound#00shoppingmalls,addingover"#0

millionsCuarefeetofretailspace.

Its'@ustthefirstphaseofretailplayingoutinIndiacurrently,wherelotofplayersaremerely

'landgrabbing'.

Insecondphasethefocuswillbeoncreatingdifferentiation.ndinacoupleofyears,halfof

thenewentrantsoftodaywillsimplydie.

In"00


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page'

TALE1.5)

Organised

retail

market

in

India

(Rs

r!re"

+herei0theopportunit"7

Retailers inspiredby theWal!art story ofgrowth in small town merica are tempted to focuson

smaller townsandvillages in India.9owever,acarefulanalysisof the townstratawisepopulation,

populationgrowth,migrationtrendsandconsumerspendanalysisrevealsaverydifferentpicturefor

India.

sperourestimates,theshareofthe#townswithapresentpopulationofgreaterthan-millionin

India's totalpopulation would grow much faster than their smaller counterparts, from -0."per

cent today to reach -2.2per centby "0"#. imultaneously, the shareof these towns in theoverall

retail mar/etwouldgrowfrom"-percenttodayto20percentby"0"#.

Within these top # towns, an estimated 50 to


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page1*

ruralIndiawouldbesmallerandmorefragmented,comparedtothelargertowns.

TABLE1.#:OrganisedretailmarketinIndia


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1.*O8ECTI9ESO(T,ESTUD:)

PRI-AR:O8ECTI9E:

-. tudyaboutthe;1L;+Lschemesrunbythemall.

". tudythecustomerapproachtowardsthemall.

. tudyabouttheflooroperationsinashoppingmall.

2. omparativeanalysisofallretailersinthissectiontodifferentiatewithothercompetitors.

SECONDAR:O8ECTI9E+

-. &nderstandthecustomerbehaviorinsidethemall.

". ustomerse3pectationfromthemall.

. (atheralltheinformationaboutallthecompetitors.

2. lldetailsabouttheloyaltyschemeinretailsector.

#. +oma/esuggestiontowardstheimprovementinloyaltyschemes.

6. +oma/esuggestiontowards+1R=*+R1A(=.


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1.RESEARC, -ET,ODOLOG:

INTRODUCTIONG

Researchmethodology isawaytosystematicallysolveresearchproblem. In itwestudy the

variousstepsthataregenerallyadoptedbyresearcherinstudyinghisresearchproblemalongwiththe

logicbehindthem.It isnecessaryforaresearcherto/nownotonlytheresearchmethodsMtechniCues

but also the methodology. It may be noted, in the conte3t of planning B development, that

the significance of research lies in its Cualityand not inCuantity. Researchersshould/nowhow to

apply particular research techniCues, but they also need to /now which of these methods or

techniCues,are

relevantandwhicharenot,andwhatwouldtheymeanandindicateandwhy.


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+here are various stages to solve the research problem as shown in following

diagramG

Resear$Pr!%lem

Rati!nal&S!'e!(

St)d*

Resear$Design

Researc%et%oolog4

4eofresearc%

Sam'lingDesign

ec%ni9ueofsamling

Samleoulation

Samle:rame

Samleunit

SamleSi;e

Data

+!lleti!n

rimar4


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=1A)RL1&R=G+hesecondarydatawascollectedintheformofcompany

profileandproductprofilefromtheWebiteof*A+;11A.omeotherWebiteswerealso

referred. orcollectingthereCuireddatathe8ofthemallwerealsoconsulted. +hedatahas

helpedinascertainingthestrategiesandapproachesofma@orplayersinmar/et. +husthestudy

involvedcollection,analysisandinterpretationofalotofdatarelatingtothissector.+hedatais

collectedfromvarioussites,boo/s,@ournals,etc.

!*;=)=RI*+I1AG

fterdecidingontheresearchapproachandinstruments,themar/etingresearchmustdesignthe

samplingplanG

-. SA-PLINGSI;EG +he target for this thecustomerswhocome forshopping inside the

mall.amplesieofthestudyis"00customer8swhocomeforshoppinginsidethemall.

*. SA-PLE SELECTION PROCEDURE: ince it is the survey of customer, to obtain

an unbiasedresult thecustomerssamplefromthepopulationwereinterviewedrandomly.o

the sampling techniCue chosen for the research is Random sample techniCue. =very

customer insidethemallhadaneCualchanceofbeinginterviewed.

. SA-PLEUNITG+hecustomerwhocomeforshoppinginsidethemallisthesampleunit.

. CONTACT-ET,OD) *ersonalapproachtoeachandeverycustomer forallsurveysand

interviewsweretheontactmethodusedforobtainingaproperanddetailedfeedbac/.faceto

faceInteractiontoo/placewitheachsamplerepresentative.

+hedatacollectedthroughCuestionnairewasproperlyclassifiedand

tabulatedintheformofareport.+hesereportsformedthebasisforthecomparativeanalysisand

drawinginferencestherefrom.romtheinferences drawncertainconclusionsandrecommendations

weremade.

5.(IELD+ORK)

+hefieldwor/wasconductedforaperiodof-#daysforboththeresearch.Interviewswere

conductedinsidethemallbyfaceEfaceinterviewing.


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page1"

*.1RE9IE+O(CONCEPTANDT,EORIES)

IR+;LW=)I&:1&+W9+I&+1!=R;1L;+LN

9=+9B!I++;havedefinedcustomerloyaltyasa

customers

commitment

to

a

brand

,

store

orsupplierbasedonastrongfavourableattitude&manifestedinconsistentre-patronage.

Fig2.1

Strong Behavior wea

Strong

I$/0

ea

+he above given definition of customer loyalty includesbothbehavior B

attitude,whichcanresultinfourpossiblesituationsasshowninabovefig.

WhenbothattitudeBbehaviorarewea/ , itmeansno loyaltye3ists ,wea/attitude indicates the

customer may not have any li/ing for thebrand B the store. While wea/behavior means that

the purchase of thebrand or visiting the store is sporadic. When the attitude Bbehavior are

strong , it means that the customer has a strong brand or store loyalty. +he remaining two

situation cases are interesting.

Whenbehaviorishighbutattitudeislow,itcanbesaidthatthecustomerhasspuriousloyalty,i.e

thecustomermaybuythesamebrandagainBagainorshopatsamestoreregularlybutmaynothave


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apreferentialattitudetowardsit.Keryofteninsuch instancethechoiceofthebrandorstoremaydue

to convenient location or the customer loyalty is incidental B not yet well founded, he or she

may easily switchbrands change stores if given more choice or interestingprice deals. +hus the

retailersor mar/eters would have to ma/e efforts at strengthening the customer8sperception of

thebrand8s or store8simage.

IntheCuadrantwithstrongattitudeBwea/behavior,thecustomercanbesaidtobehavinglatent

loyalty.+hecustomerli/esthebrandorstorebutisunabletobuyorvisitthesameprobablybecause

thepriceistoohighorheorshelac/saccessibilitytothebrandorthestore.+husinsuchinstances,

the retailers or mar/eters needs to reduce whatsoeverbarriers B tap the hiddenpotential of the

mar/et.

Retailers arebeginning to focus their attention on encouraging customers to visit outlets,

treating them to attractivepromotions, thusaddingmore value to theirbest customersB satisfying

them in the process. or to the retailers,customer loyaltywill indicate thatcustomerarecommitted

topurchasing merchandiseBservicesfromthemBwillresisttheactivitiesofcompetitorsattempting

toattracttheir patronage.

+he term customer lo!alt! is used to describe thebehavior of repeat customers, as well

as those that offer good ratings, reviews, or testimonials. ome customers do a particular

company a great serviceby offering favorable word of mouthpublicity regarding aproduct,

telling friends and family, thus adding them to thenumber of loyal customers. 9owever, customer

loyaltyincludesmuch more.Itisaprocess,aprogram,oragroupofprogramsgearedtoward/eeping

aclienthappysoheor shewillprovidemorebusiness.

ustomerloyaltycanbeachievedinsomecasesbyofferingaCualityproductwithafirmguarantee.

ustomer loyaltyisalsoachieved throughfreeoffers,coupons, low in te r e s t r a te son financing,high

value tradeins, e3tended warranties, rebates, and other rewards and incentive programs. +he

ultimate

goalofcustomerlo y a lty p r o g r a m sishappycustomerswhowillreturntopurchaseagainandpersuade


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others to use that company'sproducts or services. +his eCuates toprofitability, as well as happy

sta/eholders.

ustomer loyalty may be a onetimeprogram or incentive, or an ongoing group of

programs to entice consumers. :uyonegetonefree programs are verypopular, as arepurchases

that come with rebates or free gifts. nother good incentive for achieving customer loyalty is

offeringa ris/ free trial period for a product or service. lso /nown as b r a nd n a m e lo!alt!,

these types of incentives are meant toensurethatcustomerswill return,notonlytobuythesame

productagainandagain,butalso

totryotherproductsorservicesofferedbythecompany.

=3cellent customer service is another /ey element in gaining customer loyalty. If a client has

a problem, the company should do whatever it ta/es to ma/e things right. If a product is

faulty, it shouldbe replaced or the customer's money shouldbe refunded. +his shouldbe standard

procedure

foranyreputablebusiness,butthosewhowishtodevelopcustomerloyaltyonalargescalebasismay

alsogoaboveandbeyondthestandard.+heymayofferevenmorebywayoffreegiftsordiscountsto

appeasethecustomer.

ome of the common bases for attracting customers are having dedicated employees,

variety, uniCue merchandise B superior customer service. :ut the challenge for the retailer is to

have a loyal databaseof customer,whowillbeunwilling toswitch their loyalty.+hestrategies are

builtafterG

-.)evelopingaclearBspecificpositioningstrategies.

".!a/ing customerdevelopanemotionalattachmentwiththeretailer8sproductofferings.


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TenTip0touil!Cu0to/erLo"alt"

+he/eytoasuccessfulbusinessisasteadycustomerbase.fterall,successfulbusinessestypicallysee


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positiveBpleasant ,theretailermaygainaflowofcustomerwhowouldli/ely topatroniethe

outlet again B again. urther it is also li/ely that the popularity of the store increases

through wordofmouth.

9owtoimprove&+1!=R;1L;+LinorganiationN

trongcustomerserviceis thebedroc/forcreating loyalcustomers.!a/eitaprioritybyproperly

trainingyourstaffandcontinuallyreinforcingthemessagethatthecustomercomesfirst.Loucanalso

letyourcustomers/now thatyou value theirbusinessby reachingout to them throughnewsletters,

postcards, and email, so they're aware of seasonal sales and specialproducts. Install a strategyfor respondingtocustomerinCuiriesandcomplaintsandcreateafair,fle3iblereturnpolicy.inally,

once you've developed a rapport with loyal customers, you can reward them with special

discounts on productsorservices.

;oyaltiesschemesaredifferentfordifferentorganiations.:asically loyaltyschemesare there

forthee3istingcustomersorforcomingcustomersfortheirbenefits.

InthestudycarriedoutbyA.C.NIELSONcompanyof:RI+I9supermar/etshoppersonthe

basisoftheirattitudetowardspriceBpromotions,fivegroupsofcustomerswereidentifiedG

RANDEDE9ER:DA:LO+PRICING%ELDP&SEEKERS%1=>&G+hesecustomers

were strapped for cash due to limited income, so they shop around to get thebestprice

on their favoritebrands, generally see/ing =;)* instead ofpromotionswhich may reCuire

them

toaltertheirbuyingpatternsi.e.theygoforbul/purchases.uchcustomersarelowonstore

loyaltybuthighonbrandloyalty.

LO+4 PRICE (I?TURES (ERRETS %*>&) +hese customers are young families with

strainedfinanciale3pensesduetogrowinge3pensesduetogrowinge3penses li/emortgage


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etc. they are verybudget conscious ,though disli/ebul/purchases, they see/price deals

B use coupons .+hey respond well to store loyalty schemesbut tend to switchbrands

although theymayspendalotonstorebrands.

PRO-OTION 8UNKIES%1@.>&) +hese customers will do anything to get the

lowest shoppingbillE theyfindathrill infindingbargainsaleB ta/epridein tellingothers

where such sales ta/eplace. +hey may switchbetween rational B storebrands, having

loyalty neither for thebrands. +hus retailers B mar/eters will not earn any longterm gain

fromsuch customers.

STOCKPILERS %*1>&G+hesecustomersareaffluentBareunconcernedabout thesieof

their bill. +hey select stores based on the location , product assortment. B product

Cuality ratherthanpriceorpromotions.+heymayta/eadvantageofthepromotionsontheir

favorite brands, happilybuying inbul/ to stoc/pile B save money, although they may

not switch brands. +hey can easilybe the retailers delight since they maybe loyal to

bothbrands B stores.

PRO-OTIONALL: OLI9IOUS %1@.>&) +his group isbasically drivenby habit,

settledonbrandsBstoresBnot interestedine3ploringbetterdeals.+heymayoccasionally

indulgeinsoftdealssuchasfreeitemsorcouponsbutdisli/eaggressivepromotionsBdeals.

otheyreliabletoacertaine3tent.


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(ACTO RSES SENTI AL(ORUI LDI NGST ORELO :ALT:

. aesho44ingadelightful

e54erience.

B.offers4iceof6ariety

under asingleroof.

7. understandcusto-erneeds

& 4ro6idea-utually%eneficial

custo-er ser6ice.

/.4ro6ide4hysicala44eal

0 0.custo-erco-4lainthandling&86e

attitude

S

S

0

9

I

:S

;.%uildcusto-erloyaltythroughado4ting

; -ultichannelretailing.

O

R

B

$

I:

/

I

9

G

:

O

#

:

G.ado4tinno6ati6eoruni


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ig"." +1R1R:&I;)IA(;1L;+L


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+9II;;:1&++9=&+1!=R;1L;+LIAR=+I;=+1R.

InCENTRALforloyaltyschemethereisacardnamed#$%%'(")'*.hiscardwe

calleditasacreditcardwhichispoweredb!+"+"+"'(*+card.+hecustomercancollect

it fromany IIIban/branch or fromany*A+;11A8outlets. Itsavailableall over.

+hisfuturecardcanbeapplicableinanystoreormallcomesunder&+&R=(R1&*.

nyonewhosemonthlyincomeisabovemin.#000canbeapartofthisloyaltycard.

Aajse

Kharche"

bangaye

a/ai B

+hisisthesloganofthefuturecard.

part from this =A+R;8s goes with various loyalty services such as R== redeem

of par/ing coupons, free alteration to all customers, sometimes free home delivery to

customers etc.thisistheloyaltyschemerunby=A+R;.

+hemainbenefitbeyond thisfuturecard isyoucanuse

thiscardinvariousoutletsrunby&+&R=(R1&*P

part from this as we tal/ about otherplayer in retail sector 91**=R having

IR+ I+I>=Acard.IA)I:&;;!=(+1R=having**4pyramidpowerclub7which

goes

withloyaltycard.


26/92

:efore&+&R=R)therewere=A+R;R)whichisonlyapplicablefor

=A+R;8purpose.Itisaloyaltycardfor=A+R;8customers.ollowingaresome

detailsabout=A+R;8scard.

=3clusive:enefits

(et0%=!IoptionforpurchasesmorethanRs.,000Matentral.

(etfreegiftvoucherofentralworthRs."#0Mwiththeofferboo/let.

=arn2rewardpointsforeveryRs.-00Mspentatentral.lsoearn-rewardpointforevery

Rs."00Mspentatmerchantestablishmentsotherthanentral.

*riority*aymentountersatentralforcardholdertosavevaluabletime.

ardholdergetsprioritytoviewtheproductlaunchesandseasonalcollectionsatentral.

&pto -0% discount to all cardholders restaurants within entral, onbills of Rs. "#0M

and above.

(et-"freecoffeevouchersonapprovalofcard.

+he ardholder will get access to select airport lounges across the country with

complimentarysnac/sandnonalcoholicbeverages.

llthebenefitsofolid(oldard.

+hesewereallthebenefitsprovidesby=A+R;8card.

fterthat*A+;11Aintroduces&+&R=R)forallitsstores.

uturecardispoweredbyIII:AD4R=)I+R)7.uturecardisli/earetailcredit

card.;otsofoffersBgiftsarethereonthe&+&R=R).


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RANDS GIFTS&OFFERS

:I(:>R -st

months-#%offonfashion

-st

months-0%offongeneral

!erchandie.

11):>R -D(oodbaaarsugarfree

-st

months%offonfoods.

*antaloons Rs.-00offonapparelpurchaseof

Rs.#00orgeta+shirtworthRs."??onapparelpurchaseofRs.-000

entral Rs.#0offonRs.-000Babovepurchase.

or-st

monthsRs."#0offon

Rs."#00Babovepurchase.

:RA)+1RL Rs.#0offonRs.-000Babovepurchase.

or-st

monthsRs."#0offon

Rs."#00Babovepurchase.

)=*1+ Rs.#0boo/freefrome3clusive

depotcollectionpermonth.

hoe hoepolishMsoc/sR==onRs.

-00permonth.

!portMgenm irtelliveKcards4worthRs.

#00contentR==7

*lanetsports Rs."2?paldingMonversecap

R== onpurchaseofRs.---Baboveper

month.

-"M1 -videogameR==permonth

withloadofmin.Rs.#0+1*-0 Rs."00offonRs.-000Babove

purchase.

9ome+own (iftworthRs."#0foreveryRs.-000Babovespentpermonth.

(etgiftworth5.#%ofpurchase

aboveRs.-0,000at91!=+1WA.

+RBI+R -timefootmassageR==per

month.

e>1A= headphoneworthRs.-??withpurchasethrough&+&R=R)ate>1A=.

uturebaaar.com uturecardBfuturebaaar.com

!&(worthRs.#0 on-st

purchaseeverymonth.

:ombayblue -0%-#%offontotalbillamount.

1**=R9I!A=L -0%-#%offontotalbillamount

L+R -0%-#%offontotalbillamount


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*=AA= -0%-#%offontotalbillamount

*(9=++I -0%-#%offontotalbillamount

+hepollolinic or -st

months#0%discountona

rangeofspecial&+&R=R)Bpollo

healthchec/ups.-#%offonhealthchec/up.

"0%offondiagnosticschec/ups.

9* (et".#%surchargewaiveronfuel

purchasesatselect9*;outlets.

;illiput -0%discountforuturecard

holdersonall;illiputapparelsBaccessories.

-#%discountonall;illiput

footwear.

K; InauguralofferG-faceMbody

firmingsessionpluscounselingworthRs."000

R==.

RegularofferGslimmingMbeautyMhairpac/age0%flatdiscount.

RegularofferGbeautyservices0%

flatdiscount.

RegularofferG-#%offon

R:4salonservices7

+ravel*ort -#%offon)omesticpac/ages

-0%offonWee/endbrea/s.

-".#%offonIA+=RA+I1A;

pac/ages.

Ta6le*.1 li0to#6ran!0in(UTURECARD

+hesearealldetailsabout&+&R=R).+heseareallofferswhichareprovidedby

&+&R= R). +his is first time in IA)I that any companyproviding such type

of ;1L;+LR)whichany-canuseinnumberofbrands.

+histypeofcardreallychangethemindofcustomertowardsthe;1L;+L.


29/92

*.*RE9IE+O(PRE9IOUSRESEARC,(INDING

1;;1WIA(R==R99:==A)1A=:LG

(rahameR.)owling

ustralian(raduatechool of!anagement

&niversityofAewouthWales

B

!ar/&ncles

chool of!ar/eting&niversityofAewouthWales

ydney"0#"

ustralia.

A60tract

In abid tostrengthen relationships with their customers mar/eters are showing renewed interest in

customer loyaltyprograms.:uthoweffectiveare theseprogramsNurprisinglyQgiven theircurrent

popularityQthe evidence is eCuivocal. Research on normalJpatterns of loyalty in established

competitivemar/etssuggests that inmanycases it ishard toobtaine3ceptionaladvantages through

thelaunchofaloyaltyprogram.lso,competitiveforcestendCuic/lytoerodeanydifferentialgains.

:efore introducing a loyalty program, managers would be wise to fully cost it 4including

development,mar/etingandongoingcosts7,andcompare thesecostswitha realisticassessmentof

thebenefitsof theprogramQanassessment thatgoesbeyond the rhetoricofrelationshipmar/eting.

9ere we argue that to stand thebest chance of success under tough mar/et conditions, a loyalty

programmustenhance

the

overall

value-proposition

of theproductorservice.+hisinturnwillhelp

tomotivatebu!erstomaethenetpurchaseofaproduct,andthereforesupportotheraspectsofthe

firm8soffensiveanddefensivemar/etingstrategy.


30/92

TheClai/e!ene#it0o#Lo"alt"Pro2ra/0

dvocatescontendthatloyaltyprogramsaremoreprofitabletoafirmbecauseG

4a7+hecostsofservingcustomersareless,

4b7;oyalcustomersarelesspricesensitive,

4c7+heyspendmorewiththecompany,and

4d7+heypassonpositiverecommendationsabouttheirfavoritebrandsMsuppliers.

8.N. S,ET, . -ITTAL IA "%S('B(/)0+%'J +homson outh Western

learning,"00givedefinitionof&+1!=R;1L;+LasgivenbelowG

9=+9B!I++; havedefinedcustomer loyaltyasacustomerscommitmenttoabrand,

storeorsupplierbasedonastrongfavourableattitude&manifestedinconsistentre-patronage.

REYNOLDS,DARDEN&MARTIN,1975comewiththenewstudythatasampleofolder,

lowerincomegroupB lesseducatedwomenwerewillingtoshopinthesamestoreBavoid

theris/ofshoppinginthenewstores.J

ARIEHGOLDMAN,(1=4@& inhisstudysaidthat,storeloyalconsumertobeengagedin

lessrepurchasesearch,/nowaboutfewerstoresBlessli/elytoshopeveninstores/nownto

them.J 9e also found that the shoppingbehavior or style to more li/ely e3ist among

low incomeconsumersbecausetheywereconstrainedbytheirinabilitytoshopmuch.J

J.F.DASH,L.G.SCHIFFMAN & CONRADBERENSON, 1976 the! came with

the study thatstore loyal consumers found more ris/ inshoppingB hence feltbeingstore

loyal wouldreducetheris/ofshoppinginun/nownstores.J

YANELO!ICH,SELLYAD"HITE,19#2 theyfoundthatmoreno.ofsingleparent

household also limited the amount of time available for shopping B the additional cost

of

beingstoreloyalwasworththetimesaved.J


31/92


R$%'i)M*M+'',A+)-Gi'/$-

A60tract)

Purpo0eE+hepurposeof thispaperistofocusonestablishingindividuals'levelsofloyalty

andwhatsustainsanddevelopstheircustomer loyalty.+hispaperrecogniestheimportance

customer loyalty has for many competitive organiations and industries. 9owever there

has been less focus on what value customer8s attach to customer loyalty in this

conte3t. De0i2n/etho!olo2"approach E twostage study is presented, establishing

individual levels of loyalty and then identifying the role of mediating effects in loyalty

development. +he first stage involved a postal survey, including a "


32/92



33/92


34/92


3&1&'$$ R-1&i '(I )i&4Li/i1-)

*antaloonRetail4India7;imited,isIndia8sleadingretailerthatoperatesmultipleretailformatsin

both the value and lifestyle segment of the Indian consumer mar/et. 9eadCuartered in

!umbai 4:ombay7, the company operates over 5 million sCuare feet of retail space, has over

-000 stores across#citiesinIndiaandemploysover"#,000people.

+he company8s leading formats include1antaloons, a chain of fashion outlets, BigBa2aar,

a uniCuely Indian hypermar/et chain,$oodBa2aar, a supermar/et chain,blends the loo/, touch

and feel of Indian ba2aars with aspects of modern retail li/e choice, convenience and Cuality

and C-', a chain of seamless destination malls. ome of its other formats include,*epot,

Shoe $actor!,

Brand

$actor!,

Blue

S!,

$ashion

Station,

)55,

op

89,

mBa2aar

and

Star

and

Sitara.+he companyalsooperatesanonlineportal,8++-0:.*$/.

subsidiarycompany,9omeolutionsRetail4India7;imited,operates9ome+own,alargeformat

homesolutionsstore,ollectioni,sellinghomefurnitureproductsand=>onefocusedoncateringto

theconsumerelectronicssegment.


35/92

InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page3!

I NTERNATI ONALNATI ONALA+ ARDS

*antaloonRetailwasrecentlyawardedasG

-. I-i$'R-i'-$8-Y-2;;7bythe


36/92

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8OINT9ENTURES)

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38/92

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39/92

CEN TR A L S

;aunched in !ay'02 at :angalore, entral is a

showcase,seamlessmallandthefirstofits/indinIndia.+hethoughtbehindthispioneeringconcept

wastogivecustomersanunobstructedandapureshoppinge3perienceandtoensurethebestbrands

intheIndianmar/etaremadeavailabletothediscerningIndiancustomer.

entralofferseverythingfor theurbanaspirationshopperto0hopHeatan!cele6rate.;ocatedin

theheartofthecity,entralbelievesitscustomersshouldnothavetotravel longdistancestoreach

usFinsteadwemustbepresentwherecustomersfreCuentlyvisit.

Inashortspanof itse3istenceentralhasrevolutioniedandredefinedtheshoppinge3periencein

India.tentral,customersnolongeronlyshop,theyget91*+IA=)P

C - 1, &'%1, &1- g.

$ig.8centralstrateg!


40/92

)ppl!ingthe'etailingconceptin'elationto"entral

-. C+%$/-Oi-i$Ecentraldeterminetheattributeandneedsofit'scustomers.

". C$$)i-)E88$Ecentralintegratesallplanandactivitiestoma3imieefficiency.llthe

employeesma/etheirbestservicetocustomer.

. !'+-Di-Ecentraloffergoodvaluetocustomerswhetherittobediscounterorupsale

thismeanshavingthepriceappropriateforthelevelofproductandcustomerservice

2. G$'Oi-i$centralsetgoalsandthenusesastrategytoattainthem.centralsetgoalto

achievetheonehundredcroretargetin"00


41/92

:ee,/ac2

S-gi*3'igiR-i'ig

retailstrategy isoverallplan thatguideafirm. Itconsistsof situationanalysisob@ectives

identificationofcustomermar/et,broadstrategyspecificactivities,controlandeedbac/.

Situationnal4sis

=/>ecti?es

=rganisationalmission

=ners%i(anagement alternati?es*oo,s@Ser?icesCategor4

Salesrofit

Satisfactionof u/licsImage

Ientification(ass(aretingConcentrate,(areting


42/92


1b@ectivesaretheretailer'slongtermandshorttermgoal.firmmaypursueoneormoreof

theirob@ectivesales4growth,tabilityandmar/etshare7*rofit4level,returnoninvestment,

and efficiency7 atisfaction ofpublic 4toc/holders, consumers and others7 and image

pinioning4customerandindustryperception7

Ae3tconsumercharacteristicsandneedsaredeterminedandaretailerelectsatargetmar/et.

firmcanselltoabroadspectrumofconsumers4!ass!ar/eting7>eroinanoneconsumer

group 4concentrated !ar/eting7 or aim at two or more distinct group s of consumers

4differentiatedmar/eting7withrepeatedretailingapproachesforeach.

broad strategy in then formed. It involve controllable variables 4aspects ofbusiness a

firm can directly affect7 &ncontrollable variable 4factors of a firm cannot control and to

which it mustadapt7

C on t r o ll a 6 le9 a r i a 6 le 0 U n c on t r o l la6 l e9 a r ia 6 l e 0

-. tore;ocation -. onsumers

". !anagingbusiness ". ompetition

. !erchandisemanagement . +echnology

andpricing

2. ommunicatingwiththe 2. =conomicondition

ustomer #. easonality


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C-'M''


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C$$''0'-!i0'-%$8?3+-*-'@

StoreLocation

1. It 7o6er the custo-er of shi6aFinagar> aundh> & north,estern 4art of

Pune> ,hich has e-ergedasanIhu%.

2. 7entral4ro6idesaco-4letesho44ingser6icefora-aFor4artofconsu-ersho44ing.

entralalsoincludeforcertaintypeofhomewaresBotherthing.

M gig$8B + % i -% %E

+he recordareaofstrategicplanningmanagingabusinessintotwoma@orelementhumanresources.

T-R-i'Mg-/-!anagementloo/li/epromotion,displayareverygoodatcentral

therearespecialpromoareafordifferentevent.

pecialpricepolicyli/eB+2g-%$-F--.

ttheendofwee/centralgivespecialofferinmerchandise.

M-* )i%-Mg-/ - )3 i*i g

3$)+* Mi E entral /eep all the category of merchandise. )ifferent choices of

merchandiseareinthe!oreisaccordingtotheirclassification.

3i*- entral charge mediumB high price but offer wide range of deep assortment.

With regard to pricing central choose several pricing techniCues 4such as leading

following, cost plusMdemand oriented and so on7 then decide what range ofprice is set,

consistent with the !oreisimageandCualityofgoodsandserviceoffered.

< * $ $' ' 0 ' -! i 0 ' - %

C$%+/-% :asically central target upper mediumB high classpeople ccording to this

centrallearnsaboutitstargetmar/etandfromastrategyconsistentwithconsumertrendsand


45/92


desire.electingatargetmar/etiswithinaretailer'scontrolbutthefirmcannotsellgoodsor

services that arebeyond theprice range of its customers not wanted, or not displayed

or advertisedInpropermanner.

C $ / - ii$ ( ompetition in retail sector increasing in India. Retail industry even

organied retail is fragmented industry in India. =very region has local competitors

4!argin ree in Derala,ubi/sha ,Ailgiri inhennai7:ig:aaar ,Relianceandpencer

are close rivals of !ore ma/e a goodpresence in !aharashtra while R.*.(. ma/e good

presenceinsouthIndia.

(overnment has gave the approval .).I. in retail sector so it will increase competition

n retailrectorwall!art.*enny,!ar/BpencercouldinterinIndian!ar/et.

T - * $ ' $gIntoday'sworldofretailingtechnologyisadvancerapidly.omputersystemis

available for inventory control and chec/ out. 1peration. :ar coding has revolutionied

merchandisehandlingandinventorycontrol.

E * $ $/ i * C $) i i $ % 4 =conomic condition of India is more better than one decade

before. *er capita income as increaseby #."% in this fiscal year. (.).*. also increasepeople

have more disposal income. &nemployment Interest rate, inflation ta3 levels and the annual

gross )omestic product4()*7areustsomeeconomicfactorswithwhicharetailercopesandwhich

itcannotchange

Inoutlining thecontrollable toconsider andadapt toforecastabout international, national stateand

localeconomics.


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page"

+ORKDONE

$nderstandingtheRetailo4erations.

Ididmysummerpro@ectfromentral".Inentralthereare#floorsandeachfloorisdividedinto

eachsegment.

G$+)8'$$ishavingallinternationalbrandsli/e;acoste,+ommy9ilfiger,Aauticaandmany

more.

Fi%8'$$ishavingladiesand/idssectionandhoessection.

S-*$)8'$$ isdividedinto"sectionsinwhich-sectionisforallasualsinwhichwehave

brandsli/e;ee,;evi8s,;eeooperetc.andtheanothersectionisfor*lanetportsinwhichallmain

brandsaree3istingli/edidas,Ai/e,*uma,onverseetc.

Ti)F'$$isforall!en8sformaldressingsli/errow,=3calibur,*eter=ngland,&rbana,Kan

9ausen,Willslifestyleetc.andwealsohaveethnicwearsalsoinwhichwehave//ritiand

!anyawar.

F$+F'$$isforasual8swearingand9omeurnishingalsoincasualswehavebrandsli/e

*rovogue,tatusCuo,!Cuare,*rolineandmanymorebrands.

Fi8F'$$isdividedinto"segments.-isforoodcourtnamedaspoonthefoodcourtJ and

anothersectionisforF$$)0:inwhichyoucangetallthe!(goods.

+hesearethesegmentsandfloorsinwhichcentral"isdivided.Ididmypro@ectbasicallyforrd

floorwhichis/nownfor1R!;8=+I1A.

In each floor there is the loor !anager, )!4asst. departmental manager7, +eamleader,

8s.allthesepeoplewor/ingforafloor.


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48/92


S88

In1perationstaff playsaimportantroleinachievingthetargets.alese3ecutivesarethepersons

which are directly interacted to the customer and they /now what the customer actually want.

ustomercan8t meetstothe!anagersdirectly.

oit8snecessarythatstaffshouldbewellgroomedBinteractivetothecustomer.

Wedailychec/ thegroomingofstaff@ust li/ehaircut,clean clothes,etcB theireyecontact,body

language,communications/illetc.

Weshouldtrainthestafftimetotimeli/eG

9owtocommunicatewithcustomersN

9owtoincreasethesellingN

9owtoma/ethecustomertopurchasemoreN

C+%$/-&*+%$/-%-i*-

ustomerismostimportantthinginretail.

In retail, this ideaoffocusingon thebestcurrentcustomersshouldbeseenasanongoing

opportunity.+obetterunderstand therationalebehindthistheoryand toface thechallenge,

weneedtobrea/downshoppersintofivemaintypesG

L$'C+%$/-%G+heyrepresentnomorethan"0%ofourcustomerbase,butma/eupmore

than#0%ofoursales.

Di%*$+C+%$/-%G+heyshopourstoresfreCuently,butma/etheirdecisionsbasedonthe

sieofourmar/downs.

I/+'%-C+%$/-%G +heydonothavebuyingaparticular itemat the topof their+o)oJ

list,butcomeintothestoreonawhim.+heywillpurchasewhatseemsgoodatthetime.


49/92


N--)B%-)C+%$/-%G+heyhaveaspecificintentiontobuyaparticulartypeofitem.

")-igC+%$/-%:+heyhavenospecificneedor desire inmindwhen theycome into

thestore.Rather,theywantasenseofe3perienceandMorcommunity.

Ifweareseriousaboutgrowingourbusiness, weneed to focusourefforton the loyal

customers,andmerchandiseourstoretoleveragetheImpulseshoppers.+heotherthreetypes

ofcustomersdorepresentasegmentofourbusiness,buttheycanalsocauseustomisdirect

ourresourcesifweputtoomuchemphasisonthem.

Wecandelightourcustomer if we give thembetterservice. Inentral8swegivesome

followingservicetoourcustomersG

*iscounts.

4iftwrapping.

Sometimewedohomedeliver!also

(changein?da!s.

$reealterations.

9ISUAL -ERC,ANDISE4 Kisual !erchandising is the art of displaying

merchandiseinamannerthatisappealingto theeyesof thecustomer.Itsetstheconte3tof

the merchandise in an aesthetically pleasing fashion, presenting them in a way that

would convert the windowshoppers intoprospects andultimatelybuyersof theproduct.

creative and talented retailercanuse thisupcomingart tobreathe innew life intohis store

products.

Kisualmerchandising isactedasasilentcommunicatorto thecustomer.+hemainfunction

ofK.!istoawareaboutwhatmerchandiseisavailableinstore.


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page!*

Kisual merchandising includes window displays, signage8s, interior displays, cosmeticpromotions

andanyotherspecialsalespromotionsta/ingplace.

K.!alsohelpstocustomersasE

=ducating the customers about theproductMservice in an effective and

creativeway.

=stablishingacreativemediumtopresentmerchandisein)environment,

therebyenablinglonglastingimpactandrecallvalue.

ettingthecompanyapartinane3clusiveposition.

=stablishing lin/agebetween fashion,product design and mar/etingby

/eepingtheproductinprimefocus.

ombiningthecreative,technicalandoperationalaspectsofaproductand

thebusiness.

)rawing the attention of the customer to enable him to ta/epurchase

decision within shortest possible time, and thus augmenting the

selling process.

S'-%

9owwillyousurviveandgrowinprofitabilityintoday'sverycompetitivemar/etplaceN

"onsiderthesefacts.

-.Lourmarginsarealreadystretched.

".Lou'restretchingyouradvertisingdollarsasfarasthey'llgo.

.Loudon'thavethebrandorproductloyaltythatyouoncehad.

henhowwill!oucompete@


51/92

InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page!1

It'ssimpleP

Lou'llcompetebyma3imiingyourgreatestsourceofproductivity$+-$'-

;oo/attheserealities.

-.ewcompaniesbudgetsufficientdollarstoprofessionallytraintheirsales

ndcustomercontactpeople.

".!ostretailsalespeoplearepoorlytrainedinprofessionalsellings/ills.

.!osttrainingisproducttraining.

2.1ldfashionedsalestechniCuesareoutmodedandcontributetoturnoverandpoor@obperformance.

!odernday,valuefocusedsellingcanusuallyincreaseasalesperson'seffectiveness

round-#%to"#%.

s a !anager we have to loo/ up following thing, so that we /now about our actual selling B

achievementofourtargetG

"'=i%no.ofcustomersiscominginourmallN

N$.$80i''%howmanycustomersarepurchasingoutofthemN

A-g-0i'''+-totalsaleMno.ofbill

F'$$*$i0+i$$)%/''fore3.loorcontributes-#to-5%ofmallselling.

S-*i8i* 0)% *$i0+i$ $)% /'' Kan hausen, rrow etc. is thebrands who

are contributinghigherinfloor.

S.8---+$8-0)eachbrandhastoprovideaspecificareainsC.feet

Sale0in/onth0J.#eetarea0J#eetreturnin/onthno.o#!a"0.


52/92


-ana2in2Pro/otion0HE'ent0HAlliance0an!partner0hip4

Inorder toensurethesuccessofaneventorpromotion, it isnecessary that thestorewhere

actionistota/eplacebegearedforthesame.

!anaging alliances andpartnership with localpartners is also an importantpart of store

operations.

)isplayofmerchandiseandpointofpurchasematerialhastobemanagedatthestorelevel.

n integralpart of managing a super mar/et is an understanding of freshproduce and

its storageneedsandreplacingtheproductwhenneeded.

ontrolofperishablesandsanitationsaretwoimportantaspectsoftheoperationsofthestore.

)uringmypro@ectincentraltheyorganiedeventnamedas+9=(R=+R=A9IRJ

+hemainpurposeofthiseventwastogetfamiliarourcustomerswiththeF-**+'+-.

:ycelebratingthisfestivaltheytriedtoe3periencetherenchculture.

M=-ig$/$i$&--%

Itcanbedefinedasstrategicandtacticalplanningprogramandtheattendante3ecutione3ercisesfora

brandusingthefullmi3ofcommunication.

4Shortter/&Con0u/erpro/otioncan!o

-. Increasesales

". :uild!ar/etshare

. (enerateawarenessandtrialofnewbrand

2. timulateretrial

#. =ncouragerepeatpurchases

6. (eneratepurchasecontinuity

5. *rovidealternateusagesuggestions.


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IwasthepartofeventsinPUNECENTRAL

-. +he(reatrenchaffair.

". Louthbu.

. =14endofseasonsale7.

T-G-F-*A88i1;M1%J+-2;;#.

C$/-8''iL$-"i-%ii$8F*-...

=3periencetheglamourof=iffel+oweratentral

"i-T%igGomegetaheadytasteofthefinestrenchwinesonallwee/ends.

F-* F-%G Watch mouth watering rench delicaciesbeing whipped upby a renowned

chefonallwee/ends.

L-3%)electablerenchpastrieswillhaveyoubeggingformore.

3i%R+Watch the leadingmodelssileon theramp indesigner renchcollections

on!ay-5thB"2th"00


54/92


EOSS(ENDOFSEASONSALE4

THEBIGGESTDISCO


55/92

InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page!!

SIssignageuptodateN

SIsdirectionalsignageeasytoseeandunderstandataglanceN

S)oyouusesignageaspartofyourvisualmerchandisingN

(loorCo'erin20)

SIsyourfloorcleanandfreshloo/ingN

SIsyourcarpetclean,lyingwell,andvacuumedN

SIsyourentrycleanandingoodrepairN

Sreyouusingmultiplestylesoffloorcoveringstodirecttrafficflowanddistinguishbetween

departmentsN

Li2htin2)

SreallofyourbulbsoperatingandingoodconditionN

SIfusingfluorescentbulbsareallbulbsthecolortemperatureN

SIsyourapplianceareabrightincontrasttothemoresubduedelectronicsareaN

Sreyouusing+rac/orspotlightstocreatefocalpointsN

S(oodwhitelight#00to2-00Dshouldbeusedtolightanappliancesection.

,ou0eeepin2)

SIsyourstorecleanNrefloorswa3edandbuffed,carpetshampooedandvacuumedN

SIsyourproductneatandtidyN

Sreyouraislesfreeofclutterandbo3esN

SIsyoure3posedofficeareaneatwithcontinuityN

StoreDi0pla"(i3ture0)

S)oyourstorefi3turesmatchoraretheyaconglomerationofmanufacturer'sdisplaysN

Sreyourfi3turesbro/enorindisrepairN

Sreyourfi3turesbeingusedfortheproductsforwhichtheywereintendedN


56/92

InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page!"

S)oesyourstoreusestorefi3turingN4ppliancefi3tures,builtinfi3tures,platforms,

gondolas,etc.7

Apart #ro/ the0e there are 0o/e


57/92


DATAANAL:SIS

Re0earch1)

O6jecti'e)+ocollectwholedetailabouttheawarenessofcustomerstowards&+&R=R).

Sa/ple0ie)*cu0to/er0

,o


58/92

". romwheredoyoubuyyourapparels4clothes7N

1ptions Response

*yramid 60

entral


59/92

.geofthecustomerN

:elow-


60/92

(i2.5a2eo#cu0to/er


61/92

2.Gen!ero#thecu0to/er7

a. !ale

b. emale

ig.6gender


62/92

5.Inco/eran2eo#thecu0to/er%per/onth&7 Option0 re0pon0e

T-#000 -"

"0000"#000 6"

"#0000000 #6

0000above 50


63/92

ig.5incomerange


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65/92

NORMALL%S!EN,ON

S-O!!ING

:0SS&=9!**

)C

22C

1*C

23C

1"C

21C

B0&009!**

1***

B0&0091***2***

B0&0092***!***

OR0&=9!***

9O&PP:I7B:0

;ig3.s4endonsho44ing


66/92

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1*+I1A R=*1A=

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+1+; "00


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page"'

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70/92

InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page*

-0.reyouinterestedtobeapartof&+&R=R)N

1*+I1A R=*1A=

Les -#0

Ao #0

+1+; "00

I(.-"

+9IR==R9I:I;;L1R+9=;1L;+L9=!=.

+hisCuestionnaireistotallyaboutloyaltycardin=A+R;8


71/92


econdresearchhasbeendonetocollectdataaboutthecomparativeanalysisamong

thecompetitors.


72/92


Re0earch*)

O6jecti'e)+ocollectdataforCO-PARATI9EANAL:SIS


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.1&+hich0tore"ou#in!theprice6e0t7

FIG#2

+N('1'()+N&S%44(S+NGromtheabovechartwecansaythatonthebasisofpriceasa

parameter2%peopleli/estoshopin=A+R;8s.+hemainreasonbehind istheinhousebrands

of *A+;11A which are really very affordable to everyone who comes for shopping B

wide rangeof options B sufficient space for each and everybrand B good service. s compare

toprice rangethereisclosecompetition.o=A+R;haveto/eepfocusoneachBeverybrands.


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.*&+hich0tore"ou#in!thattherei0a2oo!ran2eo#6ran!0a'aila6le7

;IG3.1

+N('1'()+N&S%44(S+NGromtheabovechartwecansaythatonthebasisofbrands

available?%peopleprefer toshop in=A+R;8s.+hereason isavailabilityofvariousbrand.


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.&+hich0toreha0a2oo!pro!uctran2ea'aila6le7

FIG#23

+N('1'()+N&S%44(S+NGromtheabovechartwecansaythatonthebasisofproduct

range%peopleprefertogowith=A+R;8.Ithasagoodrangeofproductsasvariousinhouse

brandsarealsoavailablewitheconomicalprices.+heycanstillimproveuponbygettingvariousother

brandsandintroducingvariousinhousebrands.


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.&+hich0toreha0a2oo!trialroo/#acilit"7

$+4.8>

+N('1'()+N

&

S%44(S+N:

fterinterpretingthechartwecometo/nowthat2%people

aresatisfied with the trial rooms at =A+R;8 as compared to other stores in *une. o

=A+R;8shouldmaintaintheserviceoftrialroominthesamemanner.notherreasonisenough

spaceineachtrialroom,whichmadebylatesttechnology.


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.5&+hich0toreha02ot2oo!pro/otionalo##er07

FIG#24

+N('1'()+N&S%44(S+N:fterinterpretingthechartwecometo/nowthat?%people

feeltheoffersin=A+R;8arereallygoodBattractive.ocustomersaresatisfiedwiththeoffers

that=A+R;8launchesatregularintervals.


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.&+hich0torepro'i!e0the6e0t0er'ice7

FIG#25

+N('1'()+N&S%44(S+N:+a/ingintoconsiderationtheabovestatisticswecanseethat

2"% people feel that the service 4free alteration, e3change policy, staff suggestions, redeem

par/ing coupon etc.7 given by =A+R;8 are much better as compared to other stores in

*une. o they should/eepenhancingtheloyaltyprogramandshould/eep inmindthatcustomeris

the/ingsowe needtoprovidebestservicesto/eepthecustomersloyal.


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.&+hich0toreha0a2oo!parin2#acilit"7

FIG#21

+N('1'()+N & S%44(S+N: We can interpret from the above chart that 2?%people

find that par/ing is not a problem at =A+R;8. s compare to other stores in

*&A=, only =A+R;8shasitsownspaceforpar/ingotherthanothers,becausetheyarepar/ing

onthesharing basis. Itspar/ing is inbasement that why customers get more space forpar/ing.

Whilepaying the shoppingbill they can redeem thepar/ing coupon. +here is the lift facility

for customers to the

basement.Incentral8stheyprovidevaletpar/ingalsowhichisnotthereinotherstoresin*&A=.


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page*

.@&+hich0toreha0a2oo!0torela"out7

FIG#'6

+N('1'()+N&S%44(S+N: Wecan interpret from theabovechart that #2%people feel

thatitiscomfortabletomovearoundinthestore.+heitemsinthestorearevisibleandit8sconvenient

toshop.=achsectiongivesenoughspacethatcustomerscaneasilygoandselecttheirfavouriteitem.

In=A+R;malleachsectionisdivided intovarioussection.+hereisfoodcourtalsowhichalso

encouragecustomertoshopinsidethemall.


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.=&+hich0toreha0or2anie2oo!e'ent07

FIG#'2

+N('1'()+N

&

S%44(S+N:

Wecan interpret from theabovechart that ##%people feel

thateventsorganised in=A+R;8 isbetter thanotherstores in*&A=.)uringmyinternshipwe

organisedvariouseventssuchasL1&+9:&>>Jinthisweorganise;)A=competition,


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.1&+hich0toreha02oo!a/6ience7

FIG#''

+N('1'()+N & S%44(S+N: We can interpret from the above chart that 2?%people

feel thatambiencein=A+R;8isbetter thanotherstoresin*&A=.:asically=A+R;8spays

more attention towards the customer8s reCuirement what they wantN What are their e3pectations

towardsthe mall.


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.11&+hich0toreha02oo!#oo!court7

FIG#'

+N('1'()+N & S%44(S+N: We can interpret from the above chart that


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.1*&+hich0toreha02oo!lo"alt"0che/e7

FIG#'7

+N('1'()+N&S%44(S+N: Wecaninterpretfromtheabovechart thatonly-6%people

goeswith=A+R;8s.1nlyinthissection=A+R;8slac/behindothersstoresin*&A=.

=A+R;8shasto/eepmoreattentiontowardsthis.


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86/92


romthisabovegivenCuestionnairefollowingaretheobservationsBrecommendations.

O6 0 er'a tio n0 )

-. romthisresearch,[email protected]

month as compare to other customers. o these customers are loyal customers for

=A+R;8.Aoofothercustomerswhobuysmorethan"times,-timeinamonthare

alsothere.+hesearealsothetargetedcustomersforthe=A+R;8.

". +herewerehigherpercentageofcustomerswholi/etobuyfrom=A+R;ascompare

to other competitors.4pyramid, shoppers etc.7 means ma@ority of customers are li/e

to shop from =A+R;8. o by organiing some events or with good product

rangeB discounts,theseremainingcustomersgetdivertedtowards=A+R;.

. sper the data collected through this survey, we can say higher no. of customers

are youngsters.longwithprofessionals,businessmenetc.betweentheagegroup"##.

2. !a@orityoffemalescustomersarethere,ascomparetomalecustomers.

#. sper incomerange isconcern,ma@orityofcustomersarehighclasscustomer8smeans

income40000UMmonth7.who loves to shop in =A+R;8s. +hey are really

brand conscious.

6. +herearehigherno.ofcustomerswhospendmore than000fortheir- timeshopping,

morethan000also.omecustomersaretherewhoevenshopmorethan-0000also.

:asically main ob@ectivebehind this Cuestionnaire is to collect information about the

awarenessabout&+&R=R)amongthecustomers.

sper the data collectedbyCuestionnaire, i amvery disappointedby the result that

is only0%customerswereawareaboutthe&+&R=card.

+hemainreasonbehindit isthat theydon8thaveany ideaabout&+&R=R).1nly

fewof them/nowaboutit.+hemainreasonbehind it is, thereisnodisplayinsidethemall


87/92


for&+&R=R).lltheemployeeswor/ingovertherearenotawareofthat,among"00

customersonly0%customershavethe&+&R=R).

fter that i as/ for their interest in &+&R= R), more than 5#% customers are

interestedtobeapartof&+&R=R).+heyarereallyveryinterestedtobeamemberof

&+&R=R).+heywantmoreinformationaboutthe&+&R=R).

Rec o //e n!a tio n 0)

sperallthisdata,aspermyopinionisconcern,=A+R;8shavetothin/moreabout

the &+&R= R). :ecause as we discuss above more than 5#% customers really very

interestedtobeapartofthe&+&R=R).

+his one is really very important thing where =A+R;8 have tobe concentrate.

:ecauseofthistheygetmore;1L;customers.=A+R;8havetoarrangesomeevents

forpromotionof&+&R=R).Includingproperdisplaysinsidethemall,informingevery

employeesovertheretotelleverycustomersaboutthe&+&R=R).

t thecashcounter/eepanye3ecutive togive information toeachandeverycustomer.

1r ma/e aproper section for &+&R= R) at the entrance of the mall. :y that

every customergetideaabout&+&R=R).


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89/92


+ESITES

www .r e ta il bi . c om

www . g o o g le . c om

www .r e ta ily a tr a . c om

www . w i/ ip i d e a . c o m

www . ti m e s o f i nd i a . c om

www . ec o n omi c tim es . c om

www .f u t u r e.c om

www . a m a o n .c om

www .f u t u r e b a a a r.c om

OOKS-AGA;INES

Retailmanagementboo/by9=+A:9(+

:oo/R=+I;IA(Jby*+RID!.)&AA=

Retailmanagementboo/by&AIR

II1&RA;.

:&IA=+1)L

9RK)1&RA;

!RD=+IA(!A(=!=A+:L*9I;I*D1+;=R

I+9**=A1A;LIAIA)IJ:LDI91R=

:ILAI.
http://www.retailbiz.com/http://www.google.com/http://www.retailyatra.com/http://www.retailyatra.com/http://www.wikipidea.com/http://www.timesofindia.com/http://www.economictimes.com/http://www.future.com/http://www.amazon.com/http://www.futurebazaar.com/http://www.futurebazaar.com/http://www.retailbiz.com/http://www.google.com/http://www.retailyatra.com/http://www.wikipidea.com/http://www.timesofindia.com/http://www.economictimes.com/http://www.future.com/http://www.amazon.com/http://www.futurebazaar.com/


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page'*

A!!EN

,I8

PUESTIONAIEER

1& NA-E)

*& AGE)

& ADRESS)

& GENDER)

#7 9owoftendoyoubuyapparels4clothes7N

1nceaWee/

1ncein-#days

1nceamonth

1nceeverythreemonths

1nceevery6months

1nceaLear

67 romwheredoyoubuyyourapparels4clothes7N

*yramid

entral8s

hopper8s


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InstituteOfBusinessStudies&ResearchPune(SatishP.Goyal) Page'1

!egamart

57 9owmuchdoyounormallyspendonapparels4clothes7boughtfromshoppingmallsina

singleshopping

;essthan#00

:etween#00to-000

:etween-000to"000

:etween"000to#000

!orethan#000

Aotpplicable


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Re0earch*)

PUESTIONAIEER

O6jecti'e)+ocollectdataforCO-PARATI9EANAL:SIS

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