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DECLARATION
I am THATIKONDA SHRAVAN bearing H.T.No. 1409-09-672-009
declares that this project titled CONSUMER PREFERENCE
TOWARDS ORGANIZED RETAIL STORES in Hyderabad is
submitted to OSMANIA UNIVERSITY for the partial fulfillment for
the award of MASTER OF BUSINESS ADMINISTRATION during
2009-2011.
I also declare that the project is not copied and is not submitted by any
other person before.
Place:
Date: (THATIKONDA SHRAVAN)
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ABSTRACT
This study CONSUMER PREFERENCE TOWARDS ORGANIZED
RETAIL STORES, will contributes to the understanding that consumers and
retailers in most cases have different perceptions in relation to store image and
shopping habits, justifying the need for consumer marketing research, which is
important in helping retailers, implement in a real marketing orientation.
The study will examines the choice of format the consumer has when he or she
decides to buy a particular product and also describes the development of
organized retail in the future, focusing on aspects with potential effect on
purchasing behavior among the consumers. The focus is on consumer
expectations.
There are variousissues that need to be addressed, like what would be future
patterns of consumption, which formats of retail would be preferred by
consumers and will the organized retails meet consumer needs more
effectively.
To understand the impact and choice of retail format by the consumers a
questionnaire will be used. The questions were formulated to capture the
overall behavior of the consumers and with the help of the survey questionnaire
the analysis was done.
Based on the data analysis and interpretation, findings, suggestions and
conclusions are drawn which help the store management to serve the customers
in a more prcised way in the future day
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ACKNOWLEDGEMENT
I take this great opportunity to express my sincere thanks to
Mr. K.Tanveer, Store Manager of ODYSSEY INDIA Ltd,
jubilee hills Hyderabad for giving me an opportunity to do this
Project.
I thankMr. Paul & Mr. Manoj Kumar Sharma, Asst.Managerfor giving valuable guidance within the organization.
I am grate full to the principal of our college Dr.N.Sreenivasulu
for permitting me to do this project.
I thankMr. Sathish faculty of our college, for his valuable
guidance for accomplishment of this project.
I also to extend my thanks to all people who helped me directly
or indirectly for carrying out my project.
(THATIKONDA SHRAVAN)
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TABLE OF CONTENT
SERIAL NO. TITLE PAGE NO.
I. CHAPTER -1
INTRODUCTION
7 -14
II. CHAPTER -2 LITERATURE REVIEW 16 -31
III. CHAPTER -3 COMPANY PROFILE 33 - 45
IV. CHAPTER -4
DATA ANALYSIS AND
INTERPRETAION 47 -70
V. CHAPTER -5 FINDINDS OF THE STUDY 72
VI. CHAPTER -6
CONCLUSION AND
LIMITATIONS 74 -75
VII. CHAPTER -7 SUGGESTIONS 77
VIII. CHAPTER -8
APPENDICES AND
BIBLIOGRAPHY 79 -85
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CHAPTER-1
INTRODUCTION
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Retailing, one of the largest sectors in the world economy, is going through a
transition phase, not only in India but the world over. For the long time, the corner
general store was the only choice available to the customer, especially in the urbanareas. This is slowly giving way to global format of retailing.
Organized retail has started to spread its roots in the Indian market since past one
decade and is gradually making mark among all sections of the society. The Indian
market has seen vast changes in political, economical and social environment, which
has a great impact on consumer preferences, behavior & consumption patterns.
The first decade of modern retail in India has been characterized by a shift from
traditional channels to new organized retail formats Thus, exposing the residents of
these cities to shopping options, they have never experienced before.
The study consumer preference towards organized retail stores, tries to explorethe way how and why the consumer preferences and buying behavior changing
towards organized retail sector from the traditional or conventional stores. So the
main aim of this project is focus and analyzes the latest trends in retail sector and also
its impact on the consumer prospect and changing life style.
A sample of 100 respondents was administered through mainly questionnaire and
personal interview of the customers who visit Odyssey retail store.
This study will examine to find and explore the recent trends and marketing strategies
in retail marketing. The choice of format the consumer has when he or she decides to
buy a particular product and also describes the development of organized retail in the
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future, focusing on aspects with potential effect on purchasing behavior among the
consumers.
To understand the impact and choice of retail format by the consumers a
questionnaire will be used. Three questions were formulated in order to capture the
overall purpose or objective of this project. With the help of survey questionnaire
analysis was done. Based on the analysis findings , conclusion, and suggestions were
drawn.
The outcome of the project will have a bi-fold beneficial effect for me and the
organization too. This project enables me to study the consumer preferences towards
organized retail formats, knowing the current live market scenario, impact of
organized retails upon unorganized and the emerging trends in retail marketing. This
study also enables me to study the different customer profiles opting for organized
retails apart from unorganized. So I can improve my skills, abilities and knowledge in
modern retail sector which I interested in.
The findings and suggestions in the project helps the organization to understand the
changing consumer preference towards organized stores, their overall shopping
experience in their store which help them to serve the customers much better in future
days.
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NEED FOR THE STUDY:
This research project Study on consumer preference towards organized retail
storesis anattempt to find out the change in consumers purchasing behavior, which
is shifting towards organized retailing like malls, shopping complexes etc from
traditional kirana stores. Retailing in India has remained in the unorganized sector and
largely untouched by corporate. The first decade of modern retail in India has been
characterized by a shift from traditional channels to new formats including
department stores, hypermarkets, supermarkets and specialty stores across a range of
categories.
Modern retail formats have mushroomed in metros and mini-
metros, in the last few years modern retail has also established its presence in the
second rung cities. Thus, exposing the residents of these cities to shopping options,
they have never experienced before. It has been forecasted that the share of modern
retail will increase from 2 per cent currently, to about 15-20 per cent over the next
decade.. The challenge for leading retailers shall therefore shift from diverting
demand to creating demand.
Hence there is a great need to study and understand the consumer preferences,
behavior, attitudes, perception of customers towards organized retails stores in present
market scenario.
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PURPOSE AND SIGNIFICANCE OF THE PROJECT:
Organized retail has started to spread its roots in the Indian market since past one
decade and is gradually making mark among all sections of the society. This project
report tries to explore the way organized retail has dramatically changed not only the
Indian traditional retailing structure by also the consumption behavior. The
consumption behavior was examined with the help of a structured questionnaire. The
results show that, for consumers, the shopping mall or variant of organized retail
format is the preferred type of retail store, due to convenience and variety.
The Indian market has seen vast changes in political, economical and social
environment, which has a great impact on consumption. With the Indian as well as
international corporate entering into the Indian retail scenario the
Market has been divided between the traditional and the organized sector. The Indian
retail scenario is presently facing the similar situations as the mom and pop stores in
the developing nations faced at the emergence big box retailers. There are various
issues that need to be addressed, like what would be future patterns of consumption,
which formats of retail would be preferred by consumers and will the rise of
organized retail affect the traditional retailers.
OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE:
The primary objective of the study is consumer preference towards organized
retail stores
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SECONDARY OBJECTIVE:
1) To study the consumer perception towards emerging trends in retail
marketing.
2) To know how effectively the retail markets satisfying the desires of the
customers.
3) To study the opportunities in retail marketing.
4) What external forces influence the choice of customers towards the trends in
retail marketing.
5) To know the consumers overall shopping experience with Odyssey India Ltd.
6) To suggest the effective improvements needed for Odyssey to serve their
customers more effectively.
HYPOTHESIS OF THE STUDY:
It is assumed that all the information given by the respondents are correct and
henceforth with that information analysis was done and results are interpreted
RESEARCH METHODOLOGY
Methodology is a branch of logic concerned with the application of the principal of
reasoning to scientific and philosophical inquires. The method that is to be followed
to proceed with research is called research methodology and the method adopted
depends upon the type and the nature of the study.
TYPE OF DATA
Data type collected for analysis is PRIMARY i.e. data has been observed and
recorded by the researchers for the first time to their knowledge. Data collected
through journals, newspapers, websites, books & internet is SECONDARY type.
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METHODS OF DATA COLLECTION:
Collection of primary data:
The primary data are those, which are collected afresh and for the first time, and thus
happen to be original in character. There are several methods useful in collecting
primary data. Important ones are
O bservation method
Interviewing method
Through questionnaire
Method employed to collect data is Questionnaire. This is a simple survey conducted
by filling in questionnaire from the people who visit the store.
Collection of secondary data:
The secondarydata, on the other hand, are those which have already been collected by
someone else and which have already been passed through the statistical process.
Secondary data was obtained from intensive analysis & observation. The sources of
secondary data can be given as under.
Technical trade journals
Books, magazines and news papers
Internet and past records of the organization.
Organisation website www.odyssey.in
Sampling design:
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selected items
for sample. Sample design may be well lay down the no. of items to be included in the
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sample i.e., the size of the sample. Sample design is determined before the data is
collected.
The sample selected for the study is inclusive of100 respondents; every walk-of life
has been included in the study like employees, students, businessmen and others. The
study included various age group people from 18 - 50 above, various income levels.
Thus a sample leads truly 1 representative of the population
Tools and techniques of analysis:
Percentage Method:
Percentage method is used in making comparison between two or more series data.
This method is used to describe the relationship.
% of respondents = No of respondents X 100Total respondents
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Scope of the study:
1) This project work enable us to study the consumer preferences towards organized
retail outlets
2) The scope is limited to only odyssey India limited.
3) The main focus is on odyssey retail outlet where different profiled customers will
shop.
4) The scope is restricted to consumer preference, behaviour and satisfaction towards
various range of products in store like books, stationery, music, multimedia, gifts
and home dcor.
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CHAPTER 2
LITERATURE REVIEW
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Consumer:
A consumer is an individual who purchase or has the capacity to purchase goods andservices offered for sale by marketing institutions in order to satisfy personal or
household needs.
According to statement made by Mahatma Gandhi, A consumer is the most
important visitor on our premises. He is not dependent on us. We are dependent on
him. He is not an outsider to our business. He is a part of it. We are not doing a favour
by serving him. He is doing us a favour by giving us an opportunity to do so. So
consumer is like the blood of our business and also a satisfied customer is a word of
mouth advertisement of a product / services.
Consumer Preferences:
This is used primarily to mean an option that has the greatest anticipated value among
a number of options. This is an economic definition and does not tap into wishes or
dreams (for e.g. that safe drinking water was free, that there should be world peace)
but for all practical purposes is an appropriate definition. Preference and acceptance
can in certain circumstances mean the same thing but it is useful to keep the
distinction in mind with preference tending to indicate choices among neutral or more
valued options with acceptance indicating a willingness to tolerate the status quo or
some less desirable option.
Consumer satisfaction:
Every human being is a consumer of different products. If there is no consumer, there
is no business. Therefore, consumer satisfaction is very important to every business
person.
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According to Philip Kotler, consumer satisfaction is defined as personal feeling of
pleasure resulting from comparing a products pursued performance in relation to
his/her expectations.
Consumer attitude measurements are taken on either potential buries or existingclients buries in order to identify their characteristics. Why should the competent
market engineer conduct consumer research?. Consumers surveys can provide the
researcher with a wealth of information, valuable of the marketing function.
Consumer behavior:
The term consumer behavior may be defined as the behavior that consumer
displays in searching for purchasing, using, evaluating, producing, services and ideas
which they expect will satisfy their needs. In other words, It is a study of
psychological, social, physical, behaviors of all potential customers as they become
aware of evaluation, purchase and consumption and tell other about products and
services.
The study of consumer behavior is the study of how individuals make divisions to
spend their resources like money, energy, time, etc., on consumption of products.
Market:
The term market is derived from Latin word Mercatus, which means to trade
that is purchasing and selling of goods. It also means merchandise truthic place of
business.
According to Pyle, Market includes both place and region in which buyers and
sellers or in free competition with one another.
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Marketing:
Marketing includes all the impacts involved in the exchange process of
transferring the possession and ownership of goods or services from the producer to
the ultimate consumers.
Marketing Formula:
a) The foremost step is business aims at profit.
b) For profit making he can sell the products.
c) For selling the products he should create customers.
d) For creating the customers, customers needs of preferences to be identified
and satisfied.
e) To satisfy the customers new product to be produced.
Marketing is trying to learn,
Who buy the products or services?
How do they buy ?
When do they buy ?
Where do they buy ?
Why do they buy ?
How often they buy ?
It is otherwise called understand and predict human actions in their buying role. A
marketer is act as consumers while them purchasing any goods/services and try to
market that product to an ultimate consumer. So, marketing starts with consumer and
ends with consumer.
So, todays market is called on consumer market. It can be defined on, All the
individuals and households who buy goods and services for personal consumption
RETAIL DEFINITION
The word retail is derived from the French word retailer, meaning to cut a piece
off or to break bulk. It includes all the activities directly related to the sale of goods
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and services to the ultimate consumer for personal or non-business use. In simple
terms, it implies a first-hand transaction with the customer
MEANING OF RETAIL
A retailer buys goods or products in large quantities from manufacturers or importers,
either directly or through a wholesaler, and then sells smaller quantities to the end-
user. Retailing involves a direct interface with the customer & the coordination of
business activities from end to end- right from the concept or design stage of a
product or offerings, to its delivery & post-delivery service to the customer. The
world over the retail sector has grown rapidly with increasing sophistication and
modernization of the life-style of households and individuals and with increasing
globalisation of trade; India has begun to cater up rather astonishingly rapidly. The
industry has contributed to the economic growth of many countries & is undoubtedly
one of the fastest changing & dynamic industries in the India and world today.
Five pillars of Retailing:
Heoxard Berry describes five important actions for Retailers. These actions, demand
pillars, sound simple but are often difficult to implement.1. Solve customers problems.
2. Treat customers with respect.
3. Connect with customer emotions.
4. Set the fairest (not the lowest) price.
5. Save customers time.
Retailers should always keep these pillars in mind when conducting business.
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Introduction to Indian retail Industry:
The sea of change can pull customers in many directions. It is our responsibility to
light the way and take care of them before the competition does.
RETAILING Means Re-tailing to the customers so that they comeback. Retailing
consists of all activities involved in selling goods and services to consumers for their
personal, family, or household use. It covers sales of goods ranging from automobiles
to apparel and food products, and services\ ranging from hair cutting to air travel and
computer education. Sales of goods to intermediaries who resell to retailers or sales to
manufacturers are not considered a retail activity.
The Indian retail story couldn't have been more different. India has approx 12 million
retail stores, more than rest of the world put together. But the per capita square feetarea under retail is just 2 sq.ft or 0.2 sq. meters with fragmented kirana stores being
the predominant players.
Retailing in India has remained in the unorganized sector and largely untouched by
corporate. The first decade of modern retail in India has been characterized by a shift
from traditional channels to new formats including department stores, hypermarkets,
supermarkets and specialty stores across a range of categories.
Evolution of Indian Retail Industry:
Modern retail formats have mushroomed in metros and mini-metros, in the last few
years modern retail has also established its presence in the second rung cities. Thus,
exposing the residents of these cities to shopping options, they have never
experienced before. It has been forecasted that the share of modern retail will increase
from 2 per cent currently, to about 15-20 per cent over the next decade. To begin
with, retailers today will have to support the large retail infrastructure in terms of
Malls and Superstores that are being created. The challenge for leading retailers shall
therefore shift from diverting demand to creating demand.
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With all the modern stores offering convenience in terms of an assortment of
products, ambience, service and innovative products, the paradigm shall shift from
competing with the kirana stores to an in-house demand creation.
Relevant experiences from consumer goods companies, which have successfully
crafted an explosion in demand in their sectors, through innovation, consumer driven
strategies, will be head runner. Times are changing. With the GDP at an all time high
and income levels shooting through the roof, the average Indian consumer has never
had it so good. The propensity to consume has reached peaks that had never been
scaled before.
Credit cards are flashed with disdain and shopping baskets are getting bigger
all the time. Here are some factors that indicate the potential of retail in
India:
y
At 271 million, one of the largest consuming base in the world, forming 27%
of the total population.
y A high spending community below 45 years comprises 81 percent of the
population.
y A young population with 54% population below 25 years
y Increased literacy from 44% in 1965 to 70% in 2003
y Increase in working women from 1.3 million in 1961 to 4.8 million in 1998.
The first decade of modern retail in India has been characterized by a shift from
traditional kirana shops to new formats including department stores, hypermarkets,
supermarkets and specialty stores across a range of categories. Modern retail formats
have mushroomed in metros and mini metros.
In the last few years, modern retail has also established its presence in the second rung
cities, exposing residents to shopping options like never before.
However, even as modern retailers garner share from traditional channels, there is a
larger role they would be required to play in boosting consumption levels. Figures
suggest that the total turnover of the sector is around Rs 10 lakh crores, of which 4
percent is contributed by the organized sector. The retail sector in India is highly
fragmented with organized retail contributing to only 2% of total retail sales. The
retail sector in developed countries was also highly fragmented at the beginning of the
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last century but emergence of large chains like Wall Mart, Sears, and McDonalds led
to rapid growth of organized retail and growing consolidation of the retail industry in
the developed countries.
Organized retail is growing rapidly and we see the emergence of large organized retail
chains like Shoppers Stop, Lifestyle, and Westside. We also find retail malls
mushrooming all over the country. The opportunities in retail industry in India will
increase since Indian retailing is on the threshold of a major change.
India retail industry is the largest industry in India, with an employment of around 8%
and contributing to over 10% of the country's GDP. Retail industry in India is
expected to rise 25% yearly being driven by strong income growth, changing
lifestyles, and favorable demographic patterns. It is expected that by 2016 modern
retail industry in India will be worth US$ 175- 200 billion. India retail industry is one
of the fastest growing industries
With revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate
of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India
by growth in consumerism in urban areas, rising incomes, and a steep rise in rural
consumption. It has further been predicted that the retailing industry in India will
amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion.
Share of Organized Retail in Selected Countries, 2006
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Shopping in India have witnessed a revolution with the change in the consumer
buying behavior and the whole format of shopping also altering. Industry of retail in
India which have become modern can be seen from the fact that there are multi-
stored malls, huge shopping centers, and sprawling complexes which offer food,
shopping, and entertainment all under the same roof. India retail industry is expanding
itself most aggressively; as a result a great demand for real estate is being created .
Traditional Convenience Stores:
Traditional convenience stores are too well established in India than to be wiped out
and besides there is uniqueness in the traditional items that represent the sub-
continent. The retail stores in India are essentially dominated by the unorganized
sector or traditional stores. In fact the traditional stores have taken up 98 percent of
the Indian retail market. Now stores run by families are primarily food based and the
set up is as Kirana or the 'corner grocer' stores. Basically they provide high service
with low prices. If the stores are not food based then the type of retail items available
are local in nature.
The traditional family run convenience stores can take pride in the fact that the Kirana
is the most common outlet forms for the consumers. The tough competition for
convenience stores are coming from organized retail stores dealing in food items, like:
Apna Bazaar
Canteen stores
Food World
Subhiksha
Food Bazaar
Convenience Stores are open for long hours and is one of the formats of the Indian
retail stores that cater to basic needs of the consumer. A good example of such would
be Convenio. These stores are found in both residential as well as commercial
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markets. The food products of traditional family run convenience stores are comprised
of branded as well as non-branded items. The benefits of family run convenience
stores are that they give importance to:
Personal touch
Facilities of credit
Quick home delivery
Non-food based stock comprises of multiple and varieties of local brands.
The future of such stores as they face competition from organized sector, would
depend on the following particulars:
Place and capacity
Diligent area coverage
Disciplined work schedule
Managing turnover
Revenue from assets
Customer service and satisfaction
The traditional family run convenience stores serves the purpose of the housewives
who definitely wants to avoid traveling long distances to purchase daily needs. The
convenience factor in terms of items, among people in general can be highlighted as
below:
Groceries
Fruits
Drug Store
Necessary stationery
As such traditional family run convenience stores are here to stay and cannot
be oversized by the organized retail sector besides, it represents the variety
of India.
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Indian organized retail market:
Indian organized retail market is growing at a fast pace due to the boom in the India
retail industry. In 2005, the retail industry in India amounted to Rs 10,000 billion
accounting for about 10% to the country's GDP. The organized retail market in India
out of this total market accounted for Rs 350 billion which is about 3.5% of the total
revenues.
Retail market in the Indian organized sector is expected to cross Rs 1000 billion by
2010. Traditionally the retail industry in India was largely unorganized, comprising of
drug stores, medium, and small grocery stores. Most of the organized retailing in
India have started recently and is concentrating mainly in metropolitan cities. The
growth in the Indian organized retail market is mainly due to the change in theconsumers behavior. This change has come in the consumer due to increased income,
changing lifestyles, and patterns of demography which are favorable. Now the
consumer wants to shop at a place where he can get food, entertainment, and shopping
all under one roof. This has given Indian organized retail market a major boost.
Retail market in the organized sector in India is growing can be seen from the fact that
1500 supermarkets, 325 departmental stores, and 300 new malls are being built. Many
Indian companies are entering the Indian retail market which is giving Indian
organized retail market a boost. One such company is the A number of global retailgiants such as Wal-Mart, Carrefour, and Metro AG are also planning to set up shop in
India. Indian organized retail market will definitely grow as a result of all this
investments.
Classifying Indian retail Formats:
(A)Modern Format retailers:
Supermarkets (Food world)
Hypermarkets (Big Bazaar)
Department Stores (Shoppers Stop)
Specialty Chains (Ikeas)
Company Owned Company Operated (BP)
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(B)Traditional Format Retailers:
Kiranas: Traditional Mom and Pop Stores
Kiosks
Street Markets
Exclusive /Multiple Brand Outlets
(C)Large Indian retailers:
I. Hypermarket:
1) Big Bazaar
2) Giants
3) Star
II. Leisure and personal goods store:
1) Odyssey
2) Land mark
3) Walden
III. Department store:
1) Lifestyle
2) Pantaloons
3) Piramyd
IV. Entertainment:
1) Fame Ad labs2) Fun Republic
3) PVR
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Classification of Indian retail sector:
The Indian retail sector has been classified into sectors according to nature and types
of products.
A) food retailers:
There are large number and variety of retailers in the food-retailing sector. Traditional
types of retailers, who operate small single-outlet businesses mainlyusing family labour, dominate this sector In comparison, super markets account for a
small proportion of food sales in India, However the growth rate of super market sales
has being significant in recent years because greater numbers of higher income
Indians prefer to shop at super markets due to higher standards of hygiene and
attractive ambience.
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B) HEALTH & BEAUTY PRODUCTS:
With growth in income levels, Indians have started spending more on health and
beauty products .Here also small, single-outlet retailers dominate the market
.However in recent years, a few retail chains specializing in these products have come
into the market. Although these retail chains account for only a small share of the total
market their business is expected to grow significantly in the future due to the
growing quality consciousness of buyers for these products.
C) CLOTHING & FOOTWEAR:
Numerous clothing and footwear shops in shopping centers and markets operate all
over India. Traditional outlets stock a limited range of cheap and popular items; in
contrast, modern clothing and footwear stores have modern products and attractive
displays to lure customers. However, with rapid urbanization, and changing patterns
of consumer tastes and preferences, it is unlikely that the traditional outlets will
survive the test of time.
D) HOME FURNITURE & HOUSEHOLD GOODS:
Small retailers again dominate this sector. Despite the large size of this market, very
few large and modern retailers have established specialized stores for these products.
However there is considerable potential for the entry or expansion of specialized retail
chains in the country.
E) DURABLE GOODS:
The Indian durable goods sector has seen the entry of a large number of foreign
companies during the post liberalization period. A greater variety of consumer
electronic items and household appliances became available to the Indian customer.
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Intense competition among companies to sell their brands provided a strong impetus
to the growth for retailers doing business in this sector.
F) LEISURE & PERSONAL GOODS:
Increasing household incomes due to better economic opportunities have encouraged
consumer expenditure on leisure and personal goods in the country. There are
specialized retailers for each category of products (books, music products, etc.) in this
sector. Another prominent feature of this sector is popularity of franchising
agreements between established manufacturers and retailers.
Today trend is the development of integrated retail cum Entertainment centers or
shopping malls. An increasing number of retailers are focusing on malls now as
opposed to stand-alone developments. While the number of shopping malls has seen a
massive surge in the recent past in the metros and their suburbs, the latest trend in this
sector is the increasing focus on providing leisure activities such as multiplexes,
facilities for kids' entertainment, eateries etc. within the mall premises.
Consumer behavior and retailing decisions
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a
product or service. Consumer behavior involves study of how people buy, what they
buy, when they buy and why they buy. It blends the elements from psychology,
sociology, socio-psychology, anthropology and economics. It also tries to assess the
influence on the consumer from groups such as family, friends, reference groups and
society in general.
Buyer behavior has two aspects: the final purchase activity visible to any observer and
the detailed or short decision process that may involve the interplay of a number of
complex variables not visible to anyone.
Factors Affecting Consumer Buying Behavior
Consumer buying behavior is influenced by the major three factors:
a) Social Factors
b) Psychological Factors
c) Personal Factors.
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a) Social Factors
Social factors refer to forces that other people exert and which affect consumers
purchase behavior. These social factors can include culture and subculture, roles and
family, social class and reference groups.
b) Psychological Factors
These are internal to an individual and generate forces within that influence
her/his purchase behavior. The major forces include motives, perception,
learning, attitude and personality.
c) Personal Factors
These include those aspects that are unique to a person and influence purchase
behavior. These factors include demographic factors, lifestyle, and situational factors.
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Consumer decision-making process generally involves five stages:
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CHAPTER 3
COMPANY PROFILE
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Historical background of Odyssey:
In the summer of 1995, Odyssey opened its flagship store in the southern suburbs of
Chennai in Adyar. The idea was to make people lose themselves doing the good
things in life, in a world that would make the experience as rich as their varied
interests and forget the time.
Odyssey is a 100% subsidiary ofDeccan Chronicle Holdingslimited, a part of
Deccan chronicle group. They are the publishers of broadsheet dailies, Deccan
Chronicle & Financial Chronicle.
Today Odyssey operates through 58 stores [ 50 odyssey stores, 2 Eyewear stores, 5
Editions, 1 Toyopia] in 13 cities with about 2.60 lakhs Sq. ft of retail space under its
operations. Recognized predominantly as a book store, odyssey has genres ranging
from popular fiction, non-fiction, computing, self-help, health, management, food
&drink, travel, art& architecture, childrens books and so on, giving its customers
relatively wide range to choose from.
Apart from books, the store has a wide range of music, movies, multimedia,
stationary, toys and gifts. Odyssey maintains a good mix of products to suit customers
requirements and endeavors to keep abreast with the market dynamics and latest
brands. It is then less surprising to note that the chain receives over 4 ins every year.
Odyssey forayed into the optical eyewear category with the launch ofThe Eyewear
Store, a hi-fashion destination for international designer sunglasses & prescription
frames.
Editions is our latest offering to customers having a flair for premium and luxury
writing instruments.
Odyssey's latest venture Toyopia, is an exclusive independent toy store. It is a
concept store themed after a sound concept of play. Toyopia will be a destination for
children to get their most loved toy and some exclusive ones that may not be available
elsewhere in India.
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. Vision
The company's vision is to create a world-class multinational retail chain which is global in
thought and local in action. To achieve this goal, the chain is rapidly expanding its retail
operations, and selectively pursues opportunities to leverage the brand's strength through the
introduction of new products and new distribution channels.
To create a world-class multinational retail chain which is global in thought and local in action
Mission:
Odyssey will nurture and build strong relationships with our customers, employees and
associates
Odyssey will also embrace change, seek and pursue new ideas with the end aim of being the
best in the business.
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Brand odyssey:
Odyssey aims to fulfill the aspirational needs of consumers young or old, men or
women
Positioned as a neighborhood leisure store, Odyssey offers consumers a relaxed and
soothing ambience for unhurried shopping
The core DNA of the brand is Leisure
Offering consumers lifestyle products that include books, music, cards, stationery, gifts,
toys, multimedia etc
Target Audience
Literate living in affluent catchments and possess significant disposable income Have refined
tastes & preferences due to their upbringing & continuous exposure through travel & media.
Large Format Stores
1) Large format stores are those set up across major metros & Tier II cities in India with
minimum built up area of 6,000 sq.ft
2) Odyssey currently operates 16 stores under this format
Spread across
Tamilnadu Chennai, Coimbatore, Salem & Trichy
Andhra Pradesh Hyderabad, Secunderabad & Vizag
Karnataka Bangalore
Kerala Kozhikode
Maharashtra Mumbai & Pune
NCR Noida & Ghaziabad
Delhi Domestic Airport T1D & Metro Stations
Rajasthan- Jaipur -- SIS in WALMART.
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EXPRESS FORMAT STORES:
Express format stores are those set up across major metros & Tier II cities in India with built up
area ranging from 100sq.ft. to 6,000sq.ft.
Odyssey currently operates 34 stores across various sub-formats under this format
These stores are located in high streets, Residential / Commercial catchments including
IT Parks, Airports, Railway Stations, Petrol Pumps in Metros and Tier II cities
Offering new arrivals, best sellers & memorabilia for immediate needs & demands
Customers can place their requirements at these stores for specific merchandise, which
are serviced from the large format stores
TYPE OF EXPRESS FORMAT STORES:
a) Petrol pump HPCL Stores (Tie-up with Hindustan Petroleum Corporation limited-
One of the largest in the segment)
b) I T Park Stores
c) Hotel Stores
d) Railway Station Stores ( Arrangement with Delhi Metro Rail to set up & run 25 stores)
e) Airport stores ( located in Banglore International Airport & Rajiv Gandhi International
Airports)
f)
Vending Machines-For select titles in books & music
- Located in high traffic areas-Credit card payment
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FOOT PRINT YEAR ON YEAR GROWTH OF ODYSSEY
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CUSTOMER SATISFACTION INITIATIVES:
Book launches Ruskin Bond, Robin Sharma
Pre-booking offers for Harry Potter series
Celebrity events Kamal Haasan, Usha Uthup, Nandita Das, Nandan Nilekani and many
more
Childrens events and activities Festival offerings Quiz events
Meet n Greet Lord Meganand Desai, Gautam Bimani, Chetan Bhagat
Shop n Win Part of the Xmas Xtravaganza; 25 days of shopping bonanza for customers
CORPORATE SOCIAL RESPONSIBILITY:
Odyssey supports and actively participates in various CSR initiatives across India.
Odyssey with Sadya 2010 has raised Rs. 30 lakhs towards projects in Vidya Sagar. One
such project was the concept of self learning using data of group dynamics that emerged
during the course of participation in various events experimented.
Odyssey won the 1st Runner up Trophy & Most Spirited Team Trophy in Sadya
2010.
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ODYSSEY - The Most Admired Retailer of the Year 2009
Odyssey has received an award for the most admired retailer of the year 2009 at the
India Retail Forum, presented by Mr. Christopher Lankbury, Chapman Taylor.
ODYSSEY is the Sponsor for DECCAN CHARGERS in the
IPL2009.
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NEW TRENDS AT ODYSSEY:
1)EYEWEAR STORE AND EYEWEAR XPRESS:
y Eyewear as a category has been growing exponentially in India for the past
few years
y Highly unorganized set up with few chains offering all the four under one roof
a) Designer Sunglasses
b) Prescription Frames
c) Contact Lenses
d) Eye Testing
y Consumers have become fashion conscious and are moving up the value
chain, thanks to their exposure through travel and media
y Odyssey caters to aspirational needs of the consumers, beyond the basic
necessities
y Eyewear as a category has also become highly aspirational
y It is also an extension of lifestyle segment for Odyssey; hence a perfect
business fit.
Target Group
y Targeted at fashion conscious consumer who have exposure to international
brands
y Inflation shielded consumers who have Extrahigh disposable income. In the
Sec A1, A2, 25+ yrs
Positioning
y
Premium store with focus on branded products which are driven by the
cultness of the brand and oomph value it carries
y High fashion destination for international designer sunglasses, prescription
frames
y Located in posh / affluent catchments
y The offering suits the needs of every conceivable taste and budget
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2) Editions ( Pens of the World):
Editions is Odyssey latest offering to customers having a flair for premium
and luxury writing instruments.
Editions - Mall Stores
Expanding into markets that include Hyderabad, Mumbai, Delhi & Bangalore Inorbit
Mall, Hyderabad Palladium Mall, Mumbai Khan Market, Delhi Mantri Mall,
Bangalore
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Some Premium brands of pens at Editions :
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3) TOYOPIA ( Ready to play )
TOYOPIA is the latest venture ofOdyssey India Limited
Indian Toy Market is set to grow at 20% P.A for next 5 years
Odyssey is set to establish independent toy stores under the brand TOYOPIA.
The first store will open in Bangalore the fastest growing city for toys.
TOYOPIA will have exclusive toys that may not be available elsewhere in
India like soft toys, play tents, wind up toys, science kits, scale model cars and
many more.
The customers are sure to enjoy the shopping experience at TOYOPIA
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KEY MANAGEMENT PERSONNEL OF ODYSSEY:
Ashwin T.S ---- Managing director
Ashwin Halwalkar ---- VP Operations
Harsh R. Granddhe ---Business Head (Odyssey 360)
R. Madhusudan Reddy ---- AVP Sourcing
Sunil Inasu, ---AVP, Store planning & Projects
David Daniel Selvraj--- AVP Sourcing
Anand Menon----AVP Sourcing
Vaideshwaram AVP Sourcing
Arun Raj --- AVP sourcing
Vignesh ------ Head IT
Parthasarathy --- Business Head (Eyewear Store)
Surash --- Head Marketing
Trevour Louis --- Head -SCM
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CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION
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Data analysis:
Analysis refers to the computation of certain measures along with searching for
patterns of relationships that exist among data groups. Analysis of data in a general
way involves a no of closely related operations, the research question.
Interpretation:
Interpretation refers to the task of drawing inferences from the collected facts after
analytical or experimental study. In fact a research for broader meaning of research
findings. The task of interpretation has two aspects viz.,
The efforts to establish continuity in research through linking the results of a
given study with those of another
The establishment of some explanatory concepts.
In one sense, Interpretation is concerned with relationship with in collected data,
partially overlapping analysis. Interpretation also extends beyond the data of the study
to include the results of other research theory and hypothesis. Thus Interpretation is
the device through which the factors that seem to explain what has been observed by
researcher in the course of study can be better understood and it also provides a
theoretical conception, which can serve as a guide for further researchers.
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1) How do you come to know about this store?
PARTICULARS RESPONDENTS %
Friends 58 58
Colleagues 32 32
Advertisement 10 10
Total 100 100
INTERPRETATION:
The above table shows the sources of awareness about the store. It is observed that
most of the respondents i.e.,58% know about the store through their friends while
only 10% through the advertisement.
58
32
10
0
10
20
30
40
50
60
70
Friends Colleagues Advertisement
Respondents
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2) The type of visit to this store?
PARTICULARS RESPONDENTS %
A Planned one 67 67
An Unplanned one 33 33
Total 100 100
INTERPRETATION:
The above table shows the type of visit of customers to the store. It is observed thatmost of the respondents i.e., 67% visit is a planned one while only 33% is an
unplanned one.
67
33
0
10
20
30
40
50
60
70
80
Plannedone Unplannedone
Respondent
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3) Which type of place do you frequently visit for your shopping?
PARTICULARS RESPONDENTS %
Single brand store 4 10
Multi brand store 76 76
Factory outlets 20 14
Total 100 100
INTERPRETATION:
The above table shows the type of place the customers visit frequently for shopping.
It is observed that most of the customers i.e 76% visit Multi brand store while only
4% visit single brand store.
4
76
20
0
10
20
30
40
50
60
70
80
Single brandstore Multi brandstore factoryoutlets
Respondents
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4) How frequently you visit the store (where ever you go for shopping)
PARTICULARS RESPONDENTS %
< 1 Month 65 65
1-3 Months 28 28
3-6 months 7 7
1 year 0 0
INTERPRETATION:
The above table shows the frequency of customers visiting the retail stores. It is
observed that most of the respondents i.e., 65% visit once in less than a month while
only 7% visit once in a year.
65
28
7
0
0
10
20
30
40
50
60
70
< 1Month 1-3Months 3-6 Months 1 Year
Respondents
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5) What more fascinates you at shopping in Malls/ Supermarkets?
Particulars Respondents %
Membership card 28 28
Discount mailers 20 20
Parking facility 30 30
Lucky draw offer 22 22
INTERPRETATION:The above table shows what make customers get impressed
at organized retail stores. It is observed that most of the respondents i.e.,30% get
impressed by parking facility while 20% by discount mailers.
28
20
30
22
0
5
10
15
20
25
30
35
Membership
card
Discount mailers Parking facility Luckydraw offer
Respondents
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6) What are the prime factors for shopping in organized retail stores ?
PARTICULARS RESPONDENTS %
Variety in products 20 20
Serviceability 16 16
Discounts 7 7
Mode of payment 5 5
All the above 52 52
total 100 100
INTERPRETATION:
The above table shows the prime factors for shopping in the store. It is observed that
most of the respondents i.e., 52% choose all the above factors in visiting the store
while only 5% choose the mode of payment.
20
16
75
52
0
10
20
30
40
50
60
Varietyin
products
Serviceability Discounts Modeof
payement
All the above
Respondents
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7) What influences your buying selections in organized retail stores?
PARTICULARS RESPONDENTS %
Availability of range 31 31
Reasonable price 7 7
Brand name 13 13
All the above 49 49
Total 100 100
.
INTERPRETATION:
The above table shows the factors which influence the buying selections of customers
in the store. It is observed that most of the customers i.e., 49% choose all the above
factors in visiting the store while only 7 % choose reasonable price
31
7
13
49
0
10
20
30
40
50
60
Availabilityof
range
Reasonable price Brand name All the above
Respondents
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8) When do you prefer to shop mostly in store ?
PARTICULARS RESPONDENTS %
During sale 18 18
During fresh season stock 54 54
During discount 24 24
When required 4 4
total 100 100
INTERPRETATION:
The above table shows the preference of the customers to shop mostly in the store. It
is observed that most of the respondents i.e., 54% prefer to shop during fresh season
while only 4% prefer to shop when required.
18
54
24
4
0
10
20
30
40
50
60
During sale During fresh
season stock
During discount when required
Respondents
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9) What do you look for in a product during your purchase
PARTICULARS RESPONDENTS %
Price 60 60
Brand Name 12 12
Customer service 16 16
Variety available 12 12
INTERPRETATION:
The above shows what customers look for in a product during their purchase . it is
observed that most of the customers i.e., 60% look for price of product while only
12% look for brand name / availability of variety products.
60
1216
12
0
10
20
30
40
50
60
70
Price Brand Name Customerservice Variety available
Respondents
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10)How much did you save monthly by shopping in malls/supermarkets?
PARTICULARS RESPONDENTS %< 5 % 33 33
5-10 % 51 51
10-20 % 13 13
> 20 % 3 3
total 100 100
INTERPRETATION:
The above table shows the percentage of amount the customers save monthly by
shopping in organized retail stores like malls/supermarkets etc.. It is observed that
most of the respondents i.e., 51% save 5-10% monthly while only 3% save >20%
33
51
13
3
0
10
20
30
40
50
60
20 %
Respondents
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11) Does the good atmosphere in the store pickup the sales?
PARTICULARS RESPONDENTS %
Yes 92 92
No 1 1
No Idea 7 7
Total 100 100
INTERPRETATION:
The above table shows the customers opinion about the influence of good atmosphere
on sales in the store. It is observed that most of the respondents i.e., 93% say YES
while only 7% have NO IDEA.
92
17
0
10
20
30
40
50
60
70
80
90
100
Yes No Noidea
Respondents
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12) Distance doesnt affect the preference of organized retail stores.
PARTICULARS RESPONDENT %
Strongly agree 26 26
Agree 50 50
No Idea 6 6
Disagree 10 10
Strongly disagree 8 8
Total 100 100
.
INTERPRETATION:
The above table shows the customers opinion about the affect of distance in the
preference of organized retail stores. It is observed that most of the respondents i.e.,
50% AGREE that distance doesnt affect the preference of organized retail stores
while only 8% respondents STRONGLY DISAGREE
26
50
6
108
0
10
20
30
40
50
60
Strongly agree Agree No Idea Disagree Strongly
disagree
Respondent
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13)Prices dont affect the preference of organized retail stores.
PARTICULARS RESPONDENT %
Strongly agree 10 10
Agree 21 21
No Idea 7 7
Disagree 40 40
Strongly disagree 22 22
Total 100 100
INTERPRETATION:
The above table shows the customers opinion about the affect of price on the
preference of organized retail stores. It is observed that most of the respondents i.e.,
40% DISAGREE that price doesnt affect the preference of organized retail stores
while only 7% respondents have NO IDEA.
10
21
7
40
22
0
5
10
15
20
25
30
35
40
45
Strongly agree Agree No Idea Disagree Stronglydisagree
Respondent
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14) Crowd affects the preference of organized retail stores.
PARTICULARS RESPONDENT %
Strongly agree 30 30Agree 37 37
No Idea 7 7
Disagree 17 17
Strongly disagree 9 9
Total 100 100
INTERPRETATION:
The above table shows the customers opinion about the affect of crowd on the
preference of organized retail stores. It is observed that most of the respondents i.e.,
37% AGREE that crowd affect the preference of organized retail stores while only
7% respondents have NO IDEA.
30
37
7
17
9
0
5
10
15
20
25
30
35
40
Strongly agree Agree No Idea Disagree Strongly
disagree
Respondent
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15) Monthly family income affects the preference of organized retail stores.
PARTICULARS RESPONDENT %
Strongly agree 30 30
Agree 40 40
No Idea 6 6
Disagree 17 17
Strongly disagree 7 7
Total 100 100
INTERPRETATION:
The above table shows the customers opinion about the affect of monthly family
income on the preference of organized retail stores. It is observed that most of the
respondents i.e., 40% AGREE that monthly family income affect the preference of
organized retail stores while only 6% respondents have NO IDEA.
30
40
6
17
7
0
5
10
15
20
25
30
35
40
45
Strongly agree Agree No Idea Disagree Strongly
disagree
Respondent
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16) Customer value (or) customer satisfaction is the prime motto of organized
retail stores.
PARTICULARS RESPONDENT %
Strongly agree 54 54
Agree 34 34
No Idea 2 2
Disagree 7 7
Strongly disagree 3 3
Total 100 100
.
INTERPRETATION:
The above table shows when customers are asked does Customer value (or) customer
satisfaction is the prime motto of organized stores, it is observed that most of the
respondents i.e., 54% STRONGLY AGREE with the statement while only 2% have
no idea about the statement
54
34
2
7
3
0
10
20
30
40
50
60
Strongly agree Agree No Idea Disagree Strongly
disagree
Respondent
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17) The emerging of retail stores will create employment opportunities.
PARTICULARS RESPONDENT %
Strongly agree 54 54
Agree 32 32
No Idea 3 3
Disagree 7 7
Strongly disagree 4 4
Total 100 100
INTERPRETATION:
The above table shows when customers are asked about does the emerging of retailstores will create employment opportunities, it is observed that most of the
respondents i.e.,54% STRONGLY AGREE with the statement while only 3% have
NO IDEA about the statement.
54
32
3
74
0
10
20
30
40
50
60
Strongly agree Agree No Idea Disagree Strongly
disagree
Respondents
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18) The emerging trends in retail sector meet the customer needs in a more
precise
way.
PARTICULARS RESPONDENTS %
Strongly agree 56 56
Agree 30 30
No Idea 5 5
Disagree 7 7
Strongly disagree 2 2
Total 100 100
INTERPRETATION:
The above table shows when customers are asked about does the emerging trends in
retail sector meets the customer needs in a more precise way, it is observed that most
of the respondents i.e., 56% STRONGLY AGREE with the statement while only 2%
STRONGLY DISAGREE with the statement
56
30
57
2
0
10
20
30
40
50
60
Strongly
agree
Agree No Idea Disagree Strongly
disagree
Respondents
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19) The latest trends in retail sector had a great influence on the customer
Lifestyles.
PARTICULARS RESPONDENTS %
Strongly agree 32 32
Agree 48 48
No Idea 9 9
Disagree 7 7
Strongly disagree 4 4
Total 100 100
INTERPRETATION:
The above table shows the customers opinion about the influence of latest trends in
retail sector on customers life styles. It is observed that most of the respondents i.e.,
48% AGREE with the statement while only 4% STRONGLY DISAGREE with the
statement.
32
48
97
4
0
10
20
30
40
50
60
Strongly agree Agree No Idea Disagree Strongly
disagree
Respondents
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20) Please rate the importance of the following factors in choosing to visit this
store [ from min1 to max 5 ].
Particulars Respondents Rating Scale Total
1 2 3 4 5All the things under one roof 4 7 16 33 40 100
More variety in products 3 10 13 30 44 100
Near to home 30 25 21 13 11 100
Only option available in locality 33 28 16 13 10 100
INTERPRETATION:
The above table shows the rating(1-5) for the above factors given by the customers in
the store.
1st
Option: - It is observed that most of the respondents i.e., 40 % rated as 5 while
only 4% rated as 1.
2nd
Option: - It is observed that most of the respondents i.e., 44% rated as 5 while
only 3% rated as 1.
3rd Option: - It is observed that most of the respondents i.e., 30% rated as 1 while
only 11% rated as 5.
4th Option: - It is observed that most of the respondents i.e., 33% rated as 1 while
only 10% rated as 5.
0
10
20
30
40
50
1 2 3 4 5
All the thingsunderoneroof
More varietyin products
Near tohome
Onlyoption availablein locality
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21)Please rate the importance of the following factors in choosing to visit this
store [ from min1 to max 5 ].
Particulars Respondents Rating Scale Total
1 2 3 4 5Good ambience 4 7 13 33 43 100
Air conditioned 6 10 25 37 22 100
Crowd 20 31 40 7 2 100
Customer service 5 11 17 41 26 100
INTERPRETATION:
The above table shows the rating(1-5) for the above factors given by the customers in
the store.
1st Option: - It is observed that most of the respondents i.e., 43 % rated as 5 while
only 4% rated as 1.
2nd
Option: - It is observed that most of the respondents i.e., 37% rated as 4 while
only 6% rated as 1.
3rd
Option: - It is observed that most of the respondents i.e., 40% rated as 3 while
only 2% rated as 5.
4th
Option: - It is observed that most of the respondents i.e., 41% rated as 4 while
only 5% rated as 1.
0
5
10
15
20
25
30
35
40
45
50
1 2 3 4 5
Good ambience
Air conditioned
Crowd
Customerservice
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22) Please rate the importance of the following factors in choosing to visit this
store [ from min1 to max 5 ]
Particulars Respondents Rating Scale Total
1 2 3 4 5
Low prices/ discounts 9 14 29 40 8 100
Home delivery 8 14 21 45 12 100
Parking facility 7 13 20 47 13 100
Good customerassistance 6 12 19 25 38 100
INTERPRETATION:The above table shows the rating(1-5) for the above factors
given by the customers in the store.
1st Option: - It is observed that most of the respondents i.e., 40 % rated as 4 while
only 8% rated as 5.
2nd
Option: - It is observed that most of the respondents i.e., 45% rated as 4 while
only 8% rated as 1.
3rd Option: - It is observed that most of the respondents i.e., 47% rated as 4 while
only 7% rated as 1.
4th
Option: - It is observed that most of the respondents i.e., 38% rated as 5 while
only 6% rated as 1.
0
5
10
15
20
25
3035
40
45
50
1 2 3 4 5
Low prices/discounts
Homedelivery
Parrking facility
Customer assistance
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23) Please rate the importance of the following factors in choosing to visit this
store [ from min1 to max 5 ]
Particulars Respondents rating scale Total
1 2 3 4 5
Brand name 5 12 25 38 20 100
Easy to shop 6 13 20 25 36 100
Environment 5 10 21 23 41 100Availability of different
brands 7 13 20 35 25 100
INTERPRETATION:The above table shows the rating (1-5) for the above factors
given by the customers in the store.
1st Option: - It is observed that most of the respondents i.e., 38 % rated as 4 while
only 5% rated as 1.
2nd
Option: - It is observed that most of the respondents i.e., 36% rated as 5 while
only 6% rated as 1.
3rd
Option: - It is observed that most of the respondents i.e., 41% rated as 5 while
only 5% rated as 1.
4th
Option: - It is observed that most of the respondents i.e., 35% rated as 4 while
only 7% rated as 1.
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5
Brand name
Easy toshop
Environment
Availabilityofdifferent
brands
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CHAPTER 5
FINDINGS
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The following are the findings of the study:
Customers preferences for grocery shopping are gradually shifting from
local kirana stores to organized convenience stores.
Age is one of the most important factors responsible for the changing
preference of the customers. .
Payment through credit cards is increasing purchases from convenience
store.
Brand Choice of customers is changing and this is also influencing shift
from kirana to convenience store. .
Maximum no of customers belongs to young age group.
Maximum no of customers are male in malls due to family
responsibility. It means maximum no of customers having nuclear
family.
Maximum no of customers are educated and aware about retail store.
Maximum no of customers are belonging to upper middle class
purchasing.
Maximum no of customers are time conscious and desire for many
brand under one roof. Maximum no of customers did not compromise quality with discount
and offers.
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CHAPTER 6
LIMITATIONS
AND
CONCLUSION
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LIMITATIONS OF THE STUDY:
Every report has its pros and cons so mine also have some limitations.
They can be pointed as:
Sample size restricted to 100 only which was very less according total
population.
The responses given by respondents were not always accurate because
the respondents gave the response according to their understanding.
Survey is a time consuming process but the time to collect the data for
research was very less.
Sometimes the respondents are not willing to fill the questionnaire and
hence the resultant may not be correct.
CONCLUSION:
The past 4-5 years have seen increasing activity in retailing. And, various
business houses have already planned for few investments in the coming 2-3
years. And though the retailers will have to face increasingly demanding
customers, and intensely competitive rivals, more investments will keep flow
in. And the share of organized sector will grow rapidly. retailing in India is
surely poised for a takeoff and will provide many opportunities both to existing
players as well as new entrants.. The country is witnessing a period of boom in
retail trade, mainly on account of a gradual increase in the disposable incomes
of the middle and upper-middle class households. More and more corporate
houses including large real estate companies are coming into the retail
business, directly or indirectly, in the form of mall and shopping center builders
and managers.
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Lastly I want to conclude my project in some points -
y The customers are attracting towards shopping malls & retail outlets.
y The shopping malls & retail outlets are targeting to middle class
customers because the purchasing power of this class is rapidly growing
as well as the class is also growing.
y The young generation is fashion & show-off conscious so retail outlets
are mainly focused on them.
y Most of the family wants to purchase from big showrooms and malls
because there are no bargaining system so they have a trust that there is
no cheating.
y The main strength of most of the retail outlets are providing attractive
offers to attract customers.
y Big retail stores are running customer loyalty programmes which has
increased profits and no. of customers.
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CHAPTER -7
SUGGESTIONS
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After the detailed research of the study, the following are some of the
suggestions are drawn for the company.
Adopt advertising strategies to promote and position the brand.
It can improve the toys and cards collection.
Maintain a separate customer care wing to know the customer feedback
or queries and respond accordingly.
Add value to loyal customers by:
a) Starting club membership
b) Issuing loyalty cards
c) Providing holiday packages
It can maintain some eat stations to attract more customers.
Provide gaming zone for kids and youngsters.
It will be more convenient to customers if it maintain spacious parking
facility.
Promoting e-commerce.
Improve home delivery services.
Placing silhouette at cash counters or in between rows.
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CHAPTER 8
Appendices
And
Bibliography
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A QUESTIONNAIRE ON DETAILED SURVEY OF
CONSUMER PREFERENCE TOWARDS ORGANISED RETAIL
STORES AT ODYSSEY INDIA LTD.
Name: ........................................................................................
Gender: Male Female
Marital status: Single Married
Qualification: Under Graduate Graduate Postgraduate
Occupation: Student Govt. Employee Pvt.Employee
Business Any other(plz specify)..............
Age(yrs) : 50
Ph.no/e-mail ID..................................................................
1) How do you come to know about this store? ( )
a)
Friends b) Colleagues c) Advertisement
2) The type of visit to this store? ( )
a) A Planned one b) An Unplanned one
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3) Which type of place do you frequently visit for your shopping? ( )
a) Single Brand Store b) Multi Brand Store
b) Factory outlet
4)
How frequently you visit the store ( where ever you go for shopping)? ( )
a) < 1 Month b) 1-3 Months c) 3-6 Months d) 1 Year
5) What more fascinates you at shopping in Malls/ Super Markets? ( )
a) Membership card b) Discount Mailers c) Parking Facility
d) Lucky Draw Offer
6) What are the prime factors for shopping in Organized Retail Stores ? ( )
a) Variety in products b) Serviceability c) Discounts
d) Mode of payment e) All the above.
7) What influences your buying selections in Organized Retail Stores ? ( )
a) Availability of range b) Reasonable price c)Brand name d) customer
service e) All the above
8) What do you look for in a product during your purchase in this store?
a) Price b) Brand name c) Customer service d) Variety of products
9) When do you prefer to shop mostly in the store? ( )
a) During sale b) During fresh season stock c) During discount
d) When required.
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10) How much did you save monthly by shopping in malls / super market? ( )
a)
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17) The emerging of organized retail stores will create unemployment
problems. ( )
a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree
18) The emerging trends in retail sector meets the customer needs in a more
prcised way.( )
a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree
19) The latest trends in retail sector had a great influence on changing customerlifestyles. ( )
a) Strongly agree b) Agree c) No idea d) disagree e) Strongly disagree
RATING FROM 1-5 SCALE :
20) Please rate the importance of the following factors in choosing to visit the
store. [From min 1-max 5]
a) All the things under one roof 1 2 3 4 5 ( )
b) More variety in products 1 2 3 4 5 ( )
c) Near to home 1 2 3 4 5 ( )
d) Only option available in locality 1 2 3 4 5 ( )
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21) Please rate the importance of the following factors in choosing to visit the
store.
a) Good ambience 1 2 3 4 5 ( )
b) Air conditioned 1 2 3 4 5 ( )
c) Crowd 1 2 3 4 5 ( )
d) Good customer service 1 2 3 4 5 ( )
22) Please rate the importance of the following factors in choosing to visit the
store.
a) Low prices/discount schemes 1 2 3 4 5 ( )
b) Home delivery 1 2 3 4 5 ( )
c) Parking facility available 1 2 3 4 5 ( )
d) Good customer assistance 1 2 3 4 5 ( )
23) Please rate the importance of the following factors in choosing to visit the
store.
a) Brand name 1 2 3 4 5 ( )
b) Easy to shop 1 2 3 4 5 ( )
c) Environment in store 1 2 3 4 5 ( )
d) Availability of different 1 2 3 4 5 ( )
Brands.
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24) Any suggestions ( plz. Specify)......................................................
.......................................................................................................
.......................................................................................................
......................................................................................................
.......................................................................................................
......................................................................................................
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BIBLIOGRAPHY:
BOOKS:-
y Beri G.C., Marketing Research, Tata Mc Graw Hill New Delhi,
3rd
Edition: 2002.
y Verma M.M and Agarwal R.K., Marketing Research, Forward
Publishing House Delhi, 1997
y Philip Kotler, Gary Armstrong, Principles of marketing, Prentice
Hall India New Delhi, 7th Edition: 1996.
y Philip Kotler, Marketing Management, Prentice Hall India New
Delhi, 8th Edition: 1996.
JOURNALS:-
Goswami. P and Mishra. M, 2009, Would Indian consumers move from
kirana store to organized Retailers when shopping for groceries, Asia
Pacific
Journal of Marketing and Logistics, Vol. 20, No. 1
ICRIER journal paper, September 2008
WEBSITES:-
www.retailindia.net
www.retailyatra.com
www.retailbiz.com
www.businessworld.in
www.tataretail.com
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