Retail Sales in India - A Case Study

A STUDY OF RETAIL SCENARIO IN INDIA
A STUDY
OF RETAIL
SCENARIO
IN INDIA
OSMANIA UNIVERSITY
P.G.R.R.CENTRE FOR EDUCATION
Hyderabad
Punyamurthula Gayathri
Roll No:094-09-2182
Course:MBA(Marketing)
A N N E X U R E-III
FSME / Report No. MQ109 (Rev 0)
Page i
A N N E X U R E-IV
DECLARATION
FSME / Report No. MQ109 (Rev 0)
Page ii
CONTENTS
1.
1.1
1.2
1.3
1.4
1.5
1.6
1.7
INTRODUCTION
General
Need of the study
Objectives of the study
Scope of the study
Methodology
Sampling method and sampling size
Limitations of the study
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1
1
1
1
2
2
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2.
2.1
2.2
2.3
2.4
2.5
2.6
RETAILING AS AN INDUSTRY IN INDIA

Retailers in India
Retail in India
Current scenario in Retail in India
Retailing in India Facts
Retailing in India Challenges ahead
Existing Opportunities
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2
3
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4
5
3.
3.1
3.2
3.3
3.4
OBJECTIVES OF THE STUDY & METHODOLOGY

Primary Objectives
Secondary Objectives
Research Methodology
Data collection
3.4.1 Primary data
3.4.2 Secondary data
Sample description
3.5.1 Sampling size
3.5.2 Sample selection procedure
3.5.3 Sample unit
3.5.4 Contact method
3.5.5 Field work
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3
3
REVIEW OF CONCEPT AND THEORY

Building loyalty by advocating certain essential factors
Improving customer loyalty in the Organisation
Types of customers
4.3.1 Branded everyday low pricing seekers (ELDP)
4.3.2 Low price fixtures ferrets (23%):
4.3.3 Promotion junkies
4.3.4 Stockpilers
4.3.5 Promotionally oblivious
Essential factors for building loyalty in retail store
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5
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5
3.5
4.
4.1
4.2
4.3
4.4
5.
5.1
5.2
5.3
5.4
REVIEW OF PREVIOUS RESEARCH & FINDINGS

About Future Group
5.1.1 Pantaloon Retail (India) Limited
5.1.2 International and national awards
Centrals Mall
Strategic Planning in Retailing
Tools to Study Buyer Behaviour
Project Report - MBA / MCA (Year 3)
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5.5
5.6
Hyderabad Central Mall

Controllable Variables of Hyderabad Central
5.6.1 Store Location 5.6.2 Managing of Business
5.6.3 The Retail Management
5.6.4 Product Mix
5.6.5 Price
Uncontrollable Variables
5.7.1 Consumers
5.7.2 Competition
5.7.3 Technology
5.7.4 Economic Conditions
Work done
5.8.1 Understanding Centrals Retail Operations.
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6.
DATA ANALYSIS
25
7.
7.1
7.2
OBSERVATIONS & RECOMMENDATIONS

Observations
Recommendations:
46
46
46
5.7
5.8
SUMMARY: CENTRAL MALL HAS IT ALL FOR THE FAMILY
47
TABLES
Table 2-1: Top 20 Retailers world wide
Table 2-2: Growth in Retail Outlets (Millions $)
Table 2-3: Composition of Urban Outlets
Table 2-4: Composition of Rural Outlets
Table 4-1: Offers on the future card
Table 5-1: Line of business
Table 6-1: Frequency of purchase of apparels (cloths) by customers
Table 6-3: Age of the customers
Table 6-4: Income range of the customers
Table 6-5: Spending range of the sampled customers
Table 6-6: Customers aware of the Future Card and Loyalty Programs in Central Mall
Table 6-7: Customer response on awareness of the Future Card Offer & Loyalty Programs in Central Mall
Table 6-8: Customers who have the Future Card
Table 6-9: Customers interest in Future Card
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3
3
7
11
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27
29
30
31
32
33
34
35
FIGURES
Figure 2.1: Organised Retail Market in India (Rs. In Crores)
Figure 4.1: Customer loyalty types & behavioural patterns
Figure 5.1: Centrals retail strategy
Figure 5.2: Elements of retail strategy
Figure 5.3: Central Mall
Figure 6.1: How often sampled customers purchased apparels (cloths)
Figure 6.2: Which store did they purchased apparels (cloths)
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5
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15
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Figure 6.3: Age of the customers purchased the apparel
Figure 6.4: Gender of the customers purchased the apparel
Figure 6.5: Income range of the customers purchased the apparel
Figure 6.6: Spending range of the sampled customers
Figure 6.7: Customers aware of the Future Card
Figure 6.9: Customers who have the Future Card
Figure 6.10: Customers interest in Future Card
Figure 6.11: Best Price Offered by various Malls Opinion of the sampled customers
Figure 6.12: Good Range of Brands displayed by the malls - Opinion of the sampled customers
Figure 6.13: Good Product Range displayed by the malls - Opinion of the sampled customers
Figure 6.14: Room space available in various malls - Opinion of the sampled customers
Figure 6.15: Promotional offers by the malls - Opinion of the sampled customers
Figure 6.17: Good Parking Facility for the malls - Opinion of the sampled customers
Figure 6.18: Good Store Layout of the malls - Opinion of the sampled customers
Figure 6.19: Good Events organised by the malls - Opinion of the sampled customers
Figure 6.20: Good ambience in the malls - Opinion of the sampled customers
Figure 6.21: Good Food Court run by the malls - Opinion of the sampled customers
Figure 6.22: Good Loyalty Programs from the malls - Opinion of the sampled customers
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APPENDICES
A
RESEARCH 1 - QUESTIONNAIRE
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1.
INTRODUCTION
General
Retailing consists of the business activities involved in selling goods and services to consumers for
their personal, family, or household use. It includes every sale of goods and services to the final
consumer.
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. Retailing can be examined from
many perspectives. A manufacturer of white goods like washing machine and refrigerators has many
options to reach out to customers. It can sell through dealers, the company showrooms (Sony World,
Videocon plaza) or hypermarkets (Big Bazaar). The retail sector in India is highly organized with
organized retail contributing to only 2% of total retail sales. The retail sector is developed countries was
also highly organized at the beginning of the last century but the emergence of large chains like Wal
Mart, Sears, and Mc Donalds led to rapid growth of organized retail and growing consolidation of the
retail industry in the developed countries. Today in India we see a rise in the purchasing power and
growth of a middle class which follows the western life style. Hence conditions are conducive for the
rapid growth of large organized retail in India. Organized retail is growing rapidly and we see the
emergence of large organized retail chains like Shoppers Stop, Life Style and West side. We also find
retail malls mushrooming all over the country. The opportunities in retail industry in India will increase
since Indian retailing is on threshold of a major change .However, with the rapid growth in organized
retail and increased emphasis of manufacturers on understanding sales at the retail level, the study of
retailing has become increasingly relevant.
Need of the study

With the rapid growth in the retail sector and the growing importance of retail sector contribution in the
GDP of any country today it becomes very important to understand the sector in totality. This project is
an attempt to the same.
Objectives of the study

The following objectives are envisaged for the planned study.
To understand the concept of retailing

To understand the role and relevance of retailing for business and economy.
To identify the activities associated with retailing.
To understand the operational structures associated with retail organizations.
Understanding consumer behaviour in retailing.
Understanding the importance of store location for a retailer
To understand the nature of merchandise budgeting and unit planning
To understand the concept of marketing and how does it apply to the retail sector
Scope of the study

The scope of the study is restricted to India
Page 1
Methodology
This project is the mixture of theoretical as well as practical knowledge. Also it contains ideas and
information by the guide. The secondary data required for the project was collected from various
websites and books or reputed authors. The project started with sorting all the raw data and arranging
them in perfect order. To add value to the project and to understand the practicality of retailing business
it was essential to visit various stores who are the best ones in retailing business. Further, to
understand the consumers better, a field survey was also conducted to find out the tastes and
preferences, purchasing habits, expectations etc. Analysis of this primary data has been done to
actually understand the survey in a better way.
Sampling method and sampling size
The Sample was picked based on convenient sampling method and the responses were gathered from
a sample size of 100 respondents was selected to probe into the facts.
Limitations of the study

The study is restricted to only India and the various retailers present in India. As the findings are based
on primary data, the responses given by the respondents are prone to many uncontrollable errors.
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2.
RETAILING AS AN INDUSTRY IN INDIA

Retailing is world's largest private industry with annual sales over $ 6600 billion. Wal Mart annual sales
are over $250 billion. It has share of 2.3% of U.S. G.D.P. There are nine retailers in Fortune 100, which
highlights the importance of retailing as category.
According to a market estimate after agriculture, retail is the largest single sector, both in terms of
turnover or with regard to employment in India with market size of $200 billion. The report said the
Indian retail industry is in revolution phase
Organized retailing in India, which account for less than 4%, is likely to grow four fold in the next five
years. That means it will grow from current size of around $4 billion (Rs. 17,000 Crore) to around $15
billion (Rs. 66000 Crore) the neighbourhoods corner shops estimated at 70 million across the country,
and village Melas characterize the unorganized and fragmented nature of retailing in India.
Retailers in India
1) K. Raheja Group
Shoppers stop
Home Stop
Mother care
Hyper city
Crossword
Planet M
2) Tata Trent
Westside
Star India Bazaar
Landmark
3) RPG Group
Spencers supermarket
Spencers daily
Spencers hypermarket
Music world
4) Reliance Group
Reliance fresh
Subhiksha
5) Bharti Group
6) Aditya Birla Group
7) Caf Coffee Day
8) Pantaloon retail (I) Pvt. Ltd
Pantaloons
Big bazaar
Food bazaar
Fashion station
Page 1
All
Blue sky
E Zone
Collection I
Home Town
Central Mall
9) Godrej Group
Godrej Aadhar
Natures Basket
Table 2-1: Top 20 Retailers world wide
S. No
Name of the Retailer
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Wal-mart Stores, Inc

Carrefour group
The Kroger Co
Metro A G
The Home depot INC
Albertsons inc
ITM Enterprise SA
Sears, Roebuck and Co.
Kmart Corporation
Target Corporation
J.C. penny Company, Inc.
Royal A hold
Safeway Inc
Rewe-Gruppe
Tesco PLC
Ito-Yokado Co., Ltd.
Edeka-Gruppe
Costco Companies, Inc
Tengelmann waren handels gesells chaft
The daiei, Inc
Volume of
Million US$]
163,532
52,196
45,352
44,163
38,434
37,478
36,762
36,728
35,925
33,702
31,503
31,222
30,801
30,578
30,404
30,237
30,002
26,976
26,509
26,486
Sales
[in
Retail in India
The retail industry in India is largely unorganized & predominantly consists of small, independent,
owner-managed shops. Retailing is INDIAs largest industry in terms of contribution to GDP &
constitutes 13% of GDP. There are around 5 million retail outlets in India. There are also an uncounted
number of low cost kiosks (tea stalls, snacks centre, barber shops, etc) & mobile vendors. Total retail
sales area in India was estimated at 328 million sq.mt.in 2001, with an average selling space of 29.4
sq. mts. per outlet. In India the per capita retailing space is about 2 sq. ft, which is quite low compared
to that of developed economies.
In 2000, the global management consultancy AT Kearney put retail trade at 400,000 crore, which is
expected to increase to Rs.800,000 crore by year 2005 an annual increase of 20%.
According to the survey, an overwhelming proportion of the Rs.400,000 crore retail market is
unorganized. In fact only a Rs20,000 crore segment of market is organized. There is no integrated
supply chain management outlook in Indian traditional retail industry. Food sales constitute a high
proportion of the total retail sales. The share was 62.7% in the year 2001 (worth approx. Rs. 7032.2
billion), while non food sales were worth Rs.4189.5 billion. However the non-food retailing sector
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registered faster year-on-year growth than the food sector. The trend to market private labels by
specific retail store is catching on in India as it helps to improve the margins. The turnover from private
labels by major retail chains was estimated at around Rs. 1200 million in 2001.
Current scenario in Retail in India
Unorganized market; Rs. 583,000 crores

Organized market; Rs. 5,000 crores
5 times growth in organized retailing between the years 2000 and 2005
Over 4000 new modern outlets in last 3 years
Over 5,000,000 sq. ft. of mall space under development
The top three (3) modern retailers control over 750,000 Sq. Ft. retail space between themselves.
Over 400,000 shoppers walk through their doors every week

Growth in organized retailing on par with expectations and projection of the last 5 years is on
course to touch Rs. 35,000 crore or more by 2005-06.
Table 2-2: Growth in Retail Outlets (Millions $)

Year
1978
1984
1990
1996
Urban
0.58
0.75
0.94
1.80
Rural
1.76
2.02
2.42
3.33
Total
2.35
2.77
3.36
5.13
Table 2-3: Composition of Urban Outlets

Retail Outlet
Grocers
Cosmetic stores
Chemist
Food stores
General stores
Tobacco, pan stores
Others
Composition
34.7%
4.0%
6.3%
6.6%
14.4%
17.0%
17.0%
Table 2-4: Composition of Rural Outlets

Retail Outlet
Grocers
General stores
Chemists
Others
Composition
55.6%
13.5%
3.3%
27.6%
Source: www.indiainfoline.com
Retailing in India Facts

Some of the notable factors vis-a-vis the global retail industry and the Indian scenario are summarized
as below.
Diversities differentiate itself from the standard development of modern retail anywhere in the
world.
Conventionally, retailers focus on homogeneity and continuity in order to derive benefits of
scale and efficiency in their system.
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Globally retailers develop two or three major formats, which are largely standardized. These
formats may not work in India.
Significantly large, truly pan-Indian, multi-format modern retailing model needs to be
developed in India.
The Indian market will provide the footsteps to develop a model for globalizing retailing.
This will be the biggest contribution of Indian retailers to the world.
Indian retailers can establish thought leadership is in the field of technology.
Unlike in developed countries, Indian retailers do not have legacy systems on which they have
to build their technology platform.
As retail grows and develops fresh technology-led solutions, India will take a leap and the next
generation retail technology solutions may well come out of India.
Usage of RFID and the next practices in technology-based retail solutions may well emerge
from Indian retailing.
Indian retailers would do well to develop their own systems and benchmarks that are admired
and followed the world over.
Retailing in India Challenges ahead

Next 3-5 years are tough for retail biggies
The retail sector is expected to grow 40% to $427 billion by 2011.

By 2017, organized retail will be 15-20% of the total retail market.
Total retail market $ 800-billion by 2017.
Impact on rural incomes and urban prices will be real and positive.
Organized retailing in India will need painstaking, often frustrating efforts to chisel out India
specific business models, retail formats and delivery models.
Products, Properties, People and Profitability are going to be huge challenges.
The real estate prices and shortage of talented staff, the run-up expenses for growth are going
to shoot up sharply.
Significant delay in completion of shopping malls by developers and unreasonably high
property prices is adversely affecting the growth of the sector.
The situation is expected to improve in 2009, when a large (and probably an oversupply of)
retail space is expected to come on-stream.
By the year 2010, it is expected that there will be around 500 shopping malls, adding over 250
million square feet of retail space.
Its' just the first phase of retail playing out in India currently, where lot of players are merely
'land-grabbing'.
In second phase the focus will be on creating differentiation. And in a couple of years, half of
the new entrants of today will simply die.
In 2008, the competitive landscape is also expected to unfold with many large entrants finally
launching their operations.
Understanding, interpreting and catering to Indian consumer behaviour, taking into account the
social diversity in the country will be crucial to the success of new players.
New formats in specialty retail, wholesale retail and luxury retail are expected to emerge in the
next few years will provide the answers to the most crucial questions on the sustainability of
modern retailing in India.
Whether the Indian consumer market can sustain such large growth in modern retail, whether
more and more people will join the consuming class and what the real market size in small
cities will be, become clearer.
By 2010 a conclusion on the consumption potential in India can be reached.
No one can stop the growth of modern retail and the consequent impetus to consumption and
development in India.
No one can stop an idea whose time has come - Victor Hugo.
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Existing Opportunities
Retailers inspired by the Wal-Mart story of growth in small town America are tempted to focus on
smaller towns and villages in India. However, a careful analysis of the town strata-wise population,
population growth, migration trends and consumer spend analysis reveals a very different picture for
India.
As per our estimates, the share of the 35 towns with a present population of greater than 1 million in
India's total population would grow much faster than their smaller counterparts, from 10.2 per cent
today to reach 14.4 per cent by 2025. Simultaneously, the share of these towns in the overall retail
market would grow from 21 per cent today to 40 per cent by 2025.
Within these top 35 towns, an estimated 70 to 80 per cent of retail trade could be in the organized
sector. This is similar to the experience in China, where in cities like Shanghai and Beijing, the
organised sector accounts for 70 to 80 per cent of overall retail trade in certain categories. Retailers
should therefore focus on the top 37 towns in the next decade, as the opportunity in smaller towns and
rural India would be smaller and more fragmented, compared to the larger towns.
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3.
OBJECTIVES OF THE STUDY & METHODOLOGY
Primary Objectives
1.
2.
3.
4.
Secondary Objectives
1.
2.
3.
4.
5.
6.
Study about the LOYALTY schemes run by the mall.

Study the customer approach towards the mall.
Study about the floor operations in a shopping mall.
Comparative analysis of all retailers in this section to differentiate with other competitors.
Understand the customer behaviour inside the mall.

Customer expectation from the mall.
Gather all the information about all the competitors.
All details about the loyalty scheme in retail sector.
To make suggestion towards the improvement in loyalty schemes.
To make suggestion towards STORE PATRONAGE.
Research Methodology
Research methodology is a way to systematically solve research problem. In it we study the various
steps that are generally adopted by researcher in studying his research problem along with the logic
behind them. It is necessary for a researcher to know not only the research methods/techniques but
also the methodology. It may be noted, in the context of planning & development that the significance
of research lays in its quality and not in quantity. Researchers should know how to apply particular
research techniques, but they also need to know which of these methods or techniques, are relevant
and which are not, and what would they mean and indicate and why.
There are various stages to solve the research problem as shown in the following diagram overleaf:
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Data collection
Two types of data collection are planned.
Primary source data

Secondary source data
Primary data
The method of data collection is done by the way of survey; this is a process where the first hand
information is collected. This method is needed for meeting the specific objective of research study.
The primary data is collected in the form of structured questionnaire by customers. In first
questionnaire data about customers feedback about LOYALTY CARD is collected. In second all the
data regarding to comparative analysis is collected.
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Secondary data
The secondary data was collected in the form of company profile and product profile from the Web Site
of PANTALOONS. Some other Web Sites were also referred. For collecting the required data the
CSAS of the mall were also consulted. The data has helped in ascertaining the strategies and
approaches of major players in market. Thus the study involved collection, analysis and interpretation
of a lot of data relating to this sector. The data is collected from various sites, books, journals, etc.
Sample description
After deciding on the research approach and instruments, the marketing research must design the
sampling plan:
Sampling size
The target for this is the customers who come for shopping inside the mall. Sample size of the study is
200 customers who come for shopping inside the mall.
Sample selection procedure

Since it is the survey of customer, to obtain an unbiased result the customers sample from the
population were interviewed randomly. So the sampling technique chosen for the research is Random
sample technique. Every customer inside the mall had an equal chance of being interviewed.
Sample unit
The customer, who comes for shopping inside the mall, is the sample unit.
Contact method
Personal approach to each and every customer for all surveys and interviews were the Contact method
used for obtaining a proper and detailed feedback. A face-to-face Interaction took place with each
sample representative.
The data collected through questionnaire was properly classified and tabulated in the form of a report.
These reports formed the basis for the comparative analysis and drawing inferences there from. From
the inferences drawn certain conclusions and recommendations were made.
Field work
The fieldwork was conducted for a period of 15 days for both the research and sampling. Interviews
were conducted inside the mall by face-to-face interviews.
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4.
REVIEW OF CONCEPT AND THEORY

Firstly we discuss about customer loyalty.
SHETH & MITTAL has defined customer loyalty as a customers commitment to a brand, store or
supplier based on a strong favourable attitude & manifested in consistent re-patronage.
The above given definition of customer loyalty includes both behaviour & attitude, which can result in
four possible situations as shown in above fig.
When both attitude & behaviour are weak, it means no loyalty exists. Weak attitude indicates the
customer may not have any liking for the brand & the store. While weak behaviour means that the
purchase of the brand or visiting the store is sporadic.
When the attitude & behaviour are strong it means that the customer has a strong brand or store
loyalty. The remaining two situation cases are interesting.
When behaviour is high but attitude is low, it can be said that the customer has spurious loyalty i.e., the
customer may buy the same brand again & again or shop at same store regularly but may not have
ATTITUDE preferential attitude towards it. Very often in such instance the choice of the brand or store
may due to convenient location or the customer loyalty is incidental & not yet well founded, he or she
may easily switch brands change stores if given more choice or interesting price deals. Thus the
retailers or marketers would have to make efforts at strengthening the customers perception of the
brands or stores image.
In the quadrant with strong attitude & weak behaviour, the customer can be said to be having latent
loyalty. The customer likes the brand or store but is unable to buy or visit the same probably because
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the price is too high or he or she lacks accessibility to the brand or the store. Thus in such instances,
the retailers or marketers need to reduce whatsoever barriers & tap the hidden potential of the market.
Retailers are beginning to focus their attention on encouraging customers to visit outlets, treating them
to attractive promotions, thus adding more value to their best customers & satisfying them in the
process. For to the retailers, customer loyalty will indicate that customer are committed to purchasing
merchandise & services from them & will resist the activities of competitors attempting to attract their
patronage.
The term customer loyalty is used to describe the behaviour of repeat customers, as well as those that
offer good ratings, reviews, or testimonials. Some customers do a particular company a great service
by offering favourable word of mouth publicity regarding a product, telling friends and family, thus
adding them to the number of loyal customers. However, customer loyalty includes much more. It is a
process, a program, or a group of programs geared toward keeping a client happy so he or she will
provide more business.
Customer loyalty can be achieved in some cases by offering a quality product with a firm guarantee.
Customer loyalty is also achieved through free offers, coupons, low interest rates on financing, high
value trade-ins, extended warranties, rebates, and other rewards and incentive programs. The ultimate
goal of customer loyalty programs is happy customers who will return to purchase again and persuade
others to use that company's products or services. This equates to profitability, as well as happy
stakeholders.
Customer loyalty may be a one-time program or incentive, or an ongoing group of programs to entice
consumers. Buy-one-get-one-free programs are very popular, as are purchases that come with rebates
or free gifts. Another good incentive for achieving customer loyalty is offering a risk free trial period for
a product or service. Also known as brand name loyalty, these types of incentives are meant to ensure
that customers will return, not only to buy the same product again and again, but also to try other
products or services offered by the company.
Excellent customer service is another key element in gaining customer loyalty. If a client has a
problem, the company should do whatever it takes to make things right. If a product is faulty, it should
be replaced or the customer's money should be refunded. This should be standard procedure for any
reputable business, but those who wish to develop customer loyalty on a large-scale basis may also go
above and beyond the standard. They may offer even more by way of free gifts or discounts to appease
the customer.
Some of the common bases for attracting customers are having dedicated employees, variety, unique
merchandise & superior customer service. But the challenge for the retailer is to have a loyal database
of customer, who will be unwilling to switch their loyalty.
The strategies are built after:
1. Developing clear & specific positioning strategies.
2. Making customer develop an emotional attachment with the retailers product offerings.
The key to a successful business is a steady customer base. After all, successful businesses typically
see 80 percent of their business come from 20 percent of their customers. Too many businesses
neglect this loyal customer base in pursuit of new customers. However, since the cost to attract new
customers is significantly more than to maintain your relationship with existing ones, your efforts toward
building customer loyalty will certainly payoff.
Here are some of the means to build customer loyalty:
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Communicate:
Whether it is an email newsletter, monthly flier, a reminder card for a tune up, or a holiday greeting
card, reach out to your steady customers.
Customer Service:
Go the extra mile and meet customer needs. Train the staff to do the same. Customers remember
being treated well.
Employee Loyalty:
Loyalty works from the top down. If you are loyal to your employees, they will feel positively about their
jobs and pass that loyalty along to your customers.
Employee Training:
Train employees in the manner that you want them to interact with customers. Empower employees to
make decisions that benefit the customer.
Customer Incentives:
Give customers a reason to return to your business. For instance, because children outgrow shoes
quickly, the owner of a childrens shoe store might offer a card that makes the tenth pair of shoes half
price. Likewise, a dentist may give a free cleaning to anyone who has seen him regularly for five years.
Product Awareness:
Know what steady patrons purchase and keep these items in stock. Add other products and/or services
that accompany or compliment the products that regular customers buy regularly. And make sure that
staff understands everything they can about your products. Read to know product basics.
Reliability:
If say a purchase is on Wednesday, delivery is on Wednesday. Be reliable. If something goes wrong, let
customers know immediately and compensate them for their inconvenience.
Be Flexible:
Try to solve customer problems or complaints to the best of the ability. Excuses or responses such as,
"That's our policy" will lose more customers then setting the store on fire.
People over Technology:
The harder it is for a customer to speak to a human being when he or she has a problem, the less likely
it is that you will see that customer again.
Know Their Names:
Remember the theme song to the television show Cheers, Get to know the names of regular
customers or at least recognize their faces.
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Building loyalty by advocating certain essential factors

Customers are constantly changing & their expectations also rising. Consumer behaviour in the
organised retail industry has altered drastically in the last few years. The retail market is growing not
only in terms of nos. but also in terms of stature, image & class. So it becomes vital for retailers to pay
attention to every little detail in order to be successful. This can be done by providing a good brand &
store experience. For this in general the retailer will have to look into various aspects such as:
Timing of the store

In store design & layout
Welcome the customer receives
The ability to browse easily
The behaviour & product knowledge possessed by sales persons
The facility for making payments
The attractiveness of the loyalty programs
The packaging & the exit.
All these above aspects are really very important for the customer to experience delightful shopping
experience in the mall. If not handled well, it could result in a disgruntled consumer, who will spread a
bad word-of-mouth. On the contrary, if the overall brand & store experience is pleasant, the retailer
may gain a flow of customer who would likely to patronize the outlet again & again. Further it is also
likely that the popularity of the store increases through word of mouth.
Improving customer loyalty in the Organisation

Strong customer service is the bedrock for creating loyal customers. Make it a priority by properly
training your staff and continually reinforcing the message that the customer comes first. You can also
let your customers know that you value their business by reaching out to them through newsletters,
postcards, and e-mail, so they're aware of seasonal sales and special products. Install a strategy for
responding to customer inquiries and complaints and create a fair, flexible return policy. Finally, once
you've developed a rapport with loyal customers, you can reward them with special discounts on
products or services. Loyalties schemes are different for different organizations. Basically loyalty
schemes are there for the existing customers or for coming customers for their benefits.
In the study carried out by A.C.NIELSON Co, a company of BRITISH super market shoppers on the
basis of their attitude towards price & promotions, five groups of customers were identified.
Types of customers
Branded everyday low pricing seekers (ELDP)

About nineteen percent (19%) of the customers were strapped for cash due to limited income, so they
shop around to get the best price in their favourite brands, generally, seeking ELDP instead of
promotions which may require them to alter their buying patterns i.e. they go for bulk purchases. Such
customers are low on store loyalty but high on brand loyalty.
Low price fixtures ferrets (23%):

Twenty three percent (23%) of the customers are young families with strained financial expenses due
to growing expenses due mortgage etc. they are very budget conscious ,though they dislike bulk
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purchases, they seek price deals & use coupons .They respond well to store loyalty schemes but tend
to switch brands although they may spend a lot on store brands.
Promotion junkies
These customers constitute approximately seventeen percent (17.3%) and will do anything to get the
lowest shopping bill they find a thrill in finding bargain sale & take pride in telling others where such
sales take place. They may switch between rational & store brands, having loyalty neither for the
brands. Thus retailers & marketers will not earn any long-term gain from such customers.
Stockpilers
Twenty three percent (23%) of the customers are affluent & are unconcerned about the size of their bill.
They select stores based on the location, product assortment & product quality rather than price or
promotions. They may take advantage of the promotions on their favourite brands, happily buying in
bulk to stockpile & save money, although they may not switch brands. They can easily be the retailers
delight since they may be loyal to both brands & stores.
Promotionally oblivious
The rest (17.7%) of the group is basically driven by habit, settled on brands & stores though not
interested in exploring better deals. They may occasionally indulge in soft deals such as free items or
coupons but dislike aggressive promotions & deals. So they are reliable to a certain extent.
Essential factors for building loyalty in retail store

The following figure illustrates some of the factors essential for building loyalty of the customers
towards a retail store.
CUSTOMER LOYALTY IN RETAIL SECTOR

Page 5
In CENTRAL for loyalty scheme there is a card named FUTURE CARD. This card we called it as a
credit card which is powered by ICICI CREDIT card. The customer can collect it from any ICICI bank
branch or from any PANTALOONS outlets. Its available all over. This future card can be applicable in
any store or mall comes under FUTURE GROUP. Anyone whose monthly income is above min.5000
can be a part of this loyalty card.
Aaj se
Kharchey
ban gaye
kamai!
This is the slogan of the future card.

Apart from this CENTRALs goes with various loyalty services such as FREE redeem of parking
coupons, free alteration to all customers, sometimes free home delivery to customers etc. this is the
loyalty scheme run by CENTRAL.
The main benefit beyond this future card is you can use this card in various outlets run by FUTURE
GROUP!
Apart from this, in retail sector SHOPPERS having FIRST CITIZEN card & INDIA BULL MEGA STORE
having PPC (pyramid power club) which goes with loyalty card.
Before FUTURE CARD there was CENTRAL CARD which is only applicable for CENTRALS purpose.
It is a loyalty card for CENTRALS customers.
Following are some details about CENTRALs card, Exclusive Benefits:
Get 0% EMI option for purchases more than Rs. 3,000/- at Central.
Get free gift voucher of Central worth Rs. 250/- with the offer booklet.
Earn 4 reward points for every Rs.100/- spent at Central. Also earn 1 reward point for every Rs.
200/- spent at merchant establishments other than Central.
Priority Payment Counters at Central for cardholder to save valuable time.
Cardholder gets priority to view the product launches and seasonal collections at Central.
Up to 10% discount to all cardholders restaurants within Central, on bills of Rs. 250/- and
above.
Get 12 free coffee vouchers on approval of card.
The Cardholder will get access to select airport lounges across the country with complimentary
snacks and non-alcoholic beverages.
All the benefits of Solid Gold Card.
After that PANTALOONS introduced the FUTURE CARD for all its stores. Future card is powered by
ICICI BANK (CREDIT CARDS). Future card is like a retail credit card.
Lots of offers & gifts are there on the FUTURE CARD.
Page 6

These are all details about FUTURE CARD. These are all offers which are provided by FUTURE
CARD. This is first time in INDIA that any company providing such type of LOYALTY CARD which any
1 can use in number of brands. This type of card really changes the mind of customer towards the
LOYALTY.
Table 4-5: Offers on the future card
Retail Outlet
BIG BAZAAR
FOOD BAZAAR
Pantaloons
Central
BRAND FACTORY
DEPOT
Shoe
Mport/genm
Planet sports
F123/CO
Composition
1st 3 months 15% off on fashion
1st 3 months 10% off on general merchandize.
1 KG Food bazaar sugar free. 1st 3 months 3% off on foods.
Rs.100 off on apparel purchase of Rs. 500 or get a T-shirt worth Rs. 299
on apparel purchase of Rs.1000
Rs. 50 off on Rs.1000 & above purchase.
For 1st 3 months Rs. 250 off on Rs. 2500 & above purchase.
Rs. 50 off on Rs. 1000 & above purchase.
For 1st 3 months Rs. 250 off on Rs.2500 & above purchase.
Rs .50 book free from exclusive depot collection per month
Shoe polish/socks FREE on Rs. 100 per month.
Airtel live VAS cards (worth Rs. 500 content FREE)
Rs. 249 Spalding/Converse cap FREE on purchase of Rs.111 & above per
month
1 video game FREE per month with load of min. Rs. 50
TOP 10
Home Town
Rs. 200 off on Rs. 1000 & above purchase.

Gift worth Rs.250 for every Rs. 1000 & above spent per month.
Get gift worth 7.5% of purchase above Rs. 10,000 at HOME TOWN.
STAR & SITARA 1 time foot massage FREE per month.
eZONE
A head phone worth Rs. 199 with purchase through FUTURE CARD at
eZONE.
A Future card & futurebazaar.com MUG worth Rs.50 on 1st purchase
every month
10%-15% off on total bill amount
For 1st 3 months 50% discount on a range of special FUTURE CARD &
Apollo health checkups.
15% off on health check up. 20% off on diagnostics checkups.
Get 2.5% surcharge waiver on fuel purchases at select HPCL outlets
10% discount for Future card holders on all Lilliput apparels &
accessories. 15% discount on all Lilliput footwear.
Inaugural offer: 1 face / body firming session plus counselling worth Rs.
2000 FREE.
Regular offer: slimming/beauty/hair package 30% flat discount.
Regular offer: beauty services -30% flat discount
Regular offer: 15% off on RBS(salon services)
15% off on Domestic packages. 10% off on Weekend breaks.
12.5% off on INTERNATIONAL packages.
Futurebazaar.com
Bombay blue
COPPER CHIMNEY
YATRA
PENNE
SPAGHETTI
The Apollo Clinic
HP
Lilliput
VLCC
Travel Port
Page 7

5.
REVIEW OF PREVIOUS RESEARCH & FINDINGS

Following research has been done by:
Grahame R. Dowling, Australian Graduate School of Management, University of New South
Wales
&
Mark Uncles, School of Marketing, University of New South Wales, Sydney 2052, Australia.
Abstract
In a bid to strengthen relationships with their customers marketers are
showing renewed interest in customer loyalty programs. But how effective
are these programs? Surprisingly, given their current popularitythe
evidence is equivocal. Research on normal patterns of loyalty in
established competitive markets suggests that in many cases it is hard to
obtain exceptional advantages through the launch of a loyalty program.
Also, competitive forces tend quickly to erode any differential gains.
Before introducing a loyalty program, managers would be wise to fully cost
it (including development, marketing and on-going costs), and compare
these costs with a realistic assessment of the benefits of the programan
assessment that goes beyond the rhetoric of relationship marketing. Here
we argue that to stand the best chance of success under tough market
conditions, a loyalty program must enhance the overall value-proposition
of the product or service. This in turn will help to motivate buyers to make
the next purchase of a product, and therefore support other aspects of the
firms offensive and defensive marketing strategy.
The Claimed Benefits of Loyalty Programs
Advocates contend that loyalty programs are more profitable to a firm because:
The costs of serving customers are less,

Loyal customers are less price sensitive,
They spend more with the company, and
They pass on positive recommendations about their favourite brands/suppliers.
Rosalind McMullan & Audrey Gilmore
Abstract:
Purpose The purpose of this paper is to focus on establishing
individuals' levels of loyalty and what sustains and develops their
customer loyalty. This paper recognizes the importance customer loyalty
has for many competitive organizations and industries. However there has
Page
been less focus on what value customers attach to customer loyalty in this
context.
Design/methodology/approach A two-stage study is presented,
establishing individual levels of loyalty and then identifying the role of
mediating effects in loyalty development. The first stage involved a postal
survey, including a 28-item scale, designed to measure customer loyalty,
and its sustainers and vulnerabilities (mediating effects). The second
stage, and the main focus of this paper, uses scores from the loyalty scale
(high, medium and low levels of loyalty) to examine what sustains and
develops loyalty amongst differing levels of development.
Findings The findings highlight the importance of identifying,
understanding and managing mediating effects, in the context of loyalty
development. The research emphasizes the importance of a differentiated
approach to developing and managing customer loyalty by appropriately
rewarding customers at different levels. The findings highlight the need to
acknowledge the importance of reciprocity in terms of which aspects of
service customers value.
Originality/value The main contribution of this paper is that it uniquely
identifies an approach to understanding the sustaining and vulnerability
effects mediating customer loyalty development going beyond previous
categorization attempts. Understanding this approach should lead to
effective customer loyalty management and greater awareness of
managing recognition, reciprocity and rewards.
Apart from the above, in depth research publications on the industry, definitions and studies by
many other experts on the subject are listed as below:
J.N. SHETH & B. MITTAL in CUSTOMER BEHAVIOUR, Thomson South Western Learning,
2003 gives definition of customer loyalty as a customers commitment to a brand, store or
supplier is based on a strong favourable attitude and is manifested in consistent re-patronage.
REYOLDS,DARDE & MARTI, 1975 came with the new study that a sample of older, lower
income group & less educated women were willing to shop in the same store & avoid the risk of
shopping in the new stores.
ARIEH GOLDMA, in his study (1977-78) said that, store loyal consumer to be engaged in less
repurchase search, know about fewer stores & less likely to shop even in stores known to them.
He also found that the shopping behaviour or style to exist more likely among the low income
consumers because they were constrained by their inability to shop much.
J.F. DASH, L.G. SCHIFFMA & CORAD BERESO (1976) came with the study that store loyal
consumers felt being store loyal would reduce the risks of shopping in unknown stores.
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YAKELOVICH, SKELLY AD WHITE (1982) found that more number of single parent households
have limited amount of time available for shopping & the additional cost of being store loyal is
not worth the time saved.
About Future Group

Future Group is one of the countrys leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The groups
flagship company, Pantaloon Retail (India) Limited operates over 6 million square feet through
450 stores in 45 cities. Some of its leading retail formats include, Pantaloons, Big Bazaar,
Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format,
futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future General India, Indus League
Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future
Capital Holdings, the groups financial arm, focuses on asset management and consumer credit.
It manages assets worth over $1 billion that are being invested in developing retail real estate
and consumer-related brands and hotels. The groups joint venture partners include Italian
insurance major, General, French retailer ETAM group, US-based stationary products retailer
Staples Inc, UK-based Lee Cooper and India based Talwalkars, Blue Foods and Liberty Shoes.
Future Groups vision is to, Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner. The group considers Indian-ness as a core value and
its corporate credo is - Rewrite rules, Retain values.
Pantaloon Retail (India) Limited

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in
both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai
(Bombay), the company operates over 7 million square feet of retail space, has over 1000 stores
across 53 cities in India and employs over 25,000 people.
The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a
uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch
and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and
Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe
Factory, Brand Factory, Blue Sky, Fashion Station, ALL, Top 10, mBazaar and Star & Sitara. The
company also operates an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformat home solutions store, Collection I, selling home furniture products and E-Zone focused on
catering to the consumer electronics segment.
International and national awards

Pantaloon Retail was recently awarded as:
Page 10
International Retailer of the Year 2007 by the US-based National Retail Federation (RF) and
The Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona.
Best of the BEST RETAILER (2006 & 2007), by ASIA PACIFIC TOP 500, SIGAPORE.
Business Leadership Award in retail by DTV,
Readers Digest Trusted Brands Platinum Award.
CBC AWAZ most preferred Large Food & grocery Super market.
Hewitt international BEST 15 EMPLOYER in INDIA.
PANTALOON RETAIL is the flagship company of Future Group, a business group catering to the
entire Indian consumption space. Now we are going to discuss about all business that comes
under PANTALOONs RETAIL BUSINESS.
Table 5-6: Line of business
Line of Business
FASHION
Name
PANTALOON
CENTRAL
FASHION STATION
BIG BAZAR
Size (Sq. Ft.)

25000
125000
15000
50000
Format Type
LIFE STYLE
LIFE STYLE
VALUE
VALUE
FOOD
FOOD BAZAAR
10000
LIFE STYLE & VALUE
GM, BOOKS & MUSIC
BIG BAZAR
DEPOT
50000
1000 - 6000
VALUE
LIFE STYLE & VALUE
STAR & SITARA (BEAUTY PRODUCTS)
1000 2000
VALUE
STAR & SITARA (SALON)

HEALTH VILLAGE
2500
25000
VALUE
LIFE STYLE & VALUE
GEN M
M PORT
M BAZAAR
500 1000
1500 - 2000
250 - 500
LIFE STYLE
LIFE STYLE
VALUE
HEALTH,
BEAUTY
WELLNESS
COMMUNICATION
&
Centrals Mall
CENTRALS
Launched in May'04 at Bangalore, Central is a showcase, seamless mall and the first of its kind
in India. The thought behind this pioneering concept was to give customers an unobstructed and
Page

a pure shopping experience and to ensure the best brands in the Indian market are made
available to the discerning Indian customer.
Central offers everything for the urban aspiration shopper to shop, eat and celebrate. Located in
the heart of the city, Central believes its customers should not have to travel long distances to
reach us; instead we must be present where customers frequently visit.
In a short span of its existence Central has revolutionized and redefined the shopping experience
in India. At Central, customers no longer only shop, they get SHOP-ATTAINED!
Figure 5.6: Centrals retail strategy
Applying the Retailing concept in Relation to Central

Customer Orientation central determine the attribute and needs of its customers.
Coordinated Effort central integrates all plan and activities to maximize efficiency. All the
employees make their best service to customer.
Value Driven central offer good value to customers whether it to be discounter or up sale. This
means having the price appropriate for the level of product and customer service
Goal Orientation - Central sets goals and then uses a strategy to attain them. Central sets a
goal to achieve One hundred crore rupees target in 2008.
To relate the marketing concept to retailing, with an emphasis on the total retail experience
customer service, and relationship retailing. The marketing concept (known as retailing concept
when applied to retail situations) should be understood and used by all the retailers.
Page 12

The total retail experience includes all the elements in retail offering that encourage consumers
during their contact with retailer. Many elements such as number of sale people, displays price.
The brands carried, and inventory in hand are controllable by a retailer, others like the adequacy
of on-street parking, the speed of on line shopping and sale taxes are not. If some part of the
total retail experience is unsatisfactory, consumers may not buy a given good or service.
The total retail experience of CENTRAL is very good. There is goods systematic display of
goods. Synapses indicate price of the goods. Smart sales people, they always maintain eye
contact with customer. There are good branded item's are available in CENTRAL store.
Strategic Planning in Retailing

A retail strategy is overall plan that guide a firm. It consists of situation analysis objectives
identification of customer market, broad strategy specific activities, control and Feedback.
Figure 5.7: Elements of retail strategy
Feedback Objectives are the retailer's long term and short term goal. A firm may pursue one or
more of their objectives Sales (growth, Stability and market share) Profit (level, return on
investment, and efficiency) Satisfaction of public (Stockholders, consumers and others) and
image pinioning (customer and industry perception)
Page 13

Next consumer characteristics and needs are determined and a retailer elects a target market. A
firm can sell to a broad spectrum of consumers (Mass Marketing) Zero in an one consumer
group (concentrated Marketing) or aim at two or more distinct group s of consumers
(differentiated marketing) with repeated retailing approaches for each.
Tools to Study Buyer Behaviour

It is important for the marketer to regularly study buyer behaviour. Different tools available to
him or her are:
Survey
Projective Technique
Focus Group Discussion
Survey- This is the most common technique used in studying buyer behaviour. It involves the use of
Questionnaire. Different scaling techniques like likert and thurstone are used to measure consumer
ttitudes.
Projective Technique- To throw the customer off his or her conscious level and to get to know
subconscious level responses,projective techniques like word association, picture association and
thematic appreciation tests(TAT) have been used. Increasingly the marketer turning to these qulitstive
techniques as they provide valuable information on his or her product or brand,as perceived by the
target customer group,and also about the customers life style and self-concept
Focus Group discussion- This is another qualitative technique used to assess how customers
perceive the use situations. It also provides the marketer with valuable information on the target market
Hyderabad Central Mall
Hyderabad central mall is a multi facility shopping mall is located at Panjagutta, Hyderabad next to
Home Town is definitely not hard to locate. Shop, eat and watch a movie at Hyderabad. It opened in
November, 2004 and is part of Pantaloon Retail Group. We shall hereby discuss about the controllable
and uncontrollable variables of Hyderabad Central
A broad strategy is then formed. It involves controllable variables (aspects of business that can be affected by the
firm) and uncontrollable variables (factors, a firm cannot control and to which it must adapt)
Controllable Variables
1. Store Location
1. Consumers
2. Managing business
2. Competition
3. Merchandise management
3. Technology and pricing
4. Communicating with the Customer
4. Economic Condition
Page 14

5. Seasonality
Page 15

Figure 5.8: Central Mall
Page 16
Controllable Variables of Hyderabad Central
Store Location Hyderabad Central is a shopping mall in Hyderabad, India, located on the Panjagutta road.
Central provides a complete shopping service for a major part of consumer shopping. Central
also include for certain type of home wares & other thing.
Managing of Business
The record area of strategic planning is vast.
An investment of 701 million rupees
(approx.US$15.5 million) was made in this mall, which was second large-scale mall in the
country, the first being in Bangalore.
The Retail Management

Management look like promotion, display are very good at central there are special promo area
for different event. The owners, Pantaloon Retail (India) Limited, at the same time also
announced to create 12 to 15 malls across India.
Special price policy like Buy 2 gets one Free.
At the end of week central give special offer in merchandise.
Merchandise Management and Pricing:
Product Mix
Central keep all the category of merchandise. The mall includes Marks and Spencer, as well as
range of movies, music, books, coffee shops, a food court, supermarket and restaurants.
Hyderabad Central has the slogan Shop, Eat and Celebrate.
Price
Central charge medium& high price but offer wide range of deep assortment. With regard to
pricing central choose several pricing techniques (such as leading following, cost plus/demand
oriented and so on) then decide what range of price is set, consistent with the More is image and
quality of goods and service offered.
Consumers
Page 17

Basically, Central targets upon upper medium and high class people. According to this central
learns about its target market and from a strategy consistent with consumer trends and Institute
Of Business desire. Selecting a target market is within a retailer's control but the firm cannot sell
goods or services that are beyond the price range of its customers not wanted, or not displayed
or advertised in proper manner.
Competition
Competition in retail sector increasing in India. Retail industry even organized retail is
fragmented industry in India. Every region has local competitors (Margin Free in Kerala,
Subhiksha, Nilgiri in Chennai) Big Bazaar, Reliance and Spencer are close rivals of More make a
good presence in Maharashtra while R.P.G. make good presence in south India.
Government has gave the approval F.D.I. in retail sector so it will increase competition in retail
rector wall Mart J.C Penny, Mark & Spencer could inter in Indian Market.
Technology
In today's world of retailing technology is advance rapidly. Computer system is available for
inventory control and check out. Operation. Bar coding has revolutionized merchandise handling
and inventory control.
Economic Conditions
Economic condition of India is better now compared to one decade before. Per capita income
has increased by 5.2% in this fiscal year. G.D.P. also increased. People have more disposal
income. Unemployment Interest rate, inflation tax levels and the annual Gross Domestic Product
(GDP) are just some economic factors with which a retailer copes and which it cannot make
changes in outlining the controllable variables, to consider and adapt to forecast about
international, national state and local economics.
Page 18
Work done
Understanding Centrals Retail Operations.
In Central the shopping space is spread over four levels with PVR Cinemas located in the fifth floor.
Ground floor is having shops like Planet sports (having main brands like Adidas, Nike, Puma, Converse
etc.), Bombay Blues, noodle bar, alteration and delivery counter, Gift wrapping counter, ATM, Pizza hut,
Food Bazaar (in which we get all FMCG goods), PVR Cinema ticket counter etc.
First floor is having Womens casual wear, Womens ethnic wear, lingerie, handbags, fashion
accessories, body shop etc.
Second floor is in which Mens formal(like Arrow, Excalibur, Peter England, Urbana, Van Hausen, Wills
life style etc.), Mens Casuals (in which brands like Lee, Levis, Lee Cooper etc).,Mens ethnic wear(like
Akkriti and Manyawar), Mens accessories like belts, watches, shoes, perfumes etc are available.
Third Floor is for casual wear (like Provogue, Status quo,, M Square, Proline etc.), Electronic @
Central, Customer Service Desk, Wi-Fi Central, Cafe coffee day etc.
Fourth Floor is divided into two sections. One section is for Kids wear, Boys wear and accessories,
Girls wear and accessories, toys, Nursery furniture, footwear, luggage etc. The other section is
containing Ohris Food Court along with Kids play area, Planet M, Stationery, Archies etc.
Fifth Floor has PVR Cinemas
These are the segments and floors in which Central Mall is divided. This project is basically for 2nd
floor which is known for FORMALS SECTION.
In each floor there is the Floor Manager, ADM (Asst. Departmental Manager), Team Leader, CSAs. All
of them are working for each floor.
After the survey project in CENTRAL it is found that there are 6 PARAMETRES OF RETAIL
OPERATIONS.
These are the parameters which are to be followed and maintained by every organization.
1.
2.
3.
4.
5.
6.
5.8.1.1
Stock
Staff
Customer & Customer Service
Sales
Visual Merchandising
Marketing & Promotional Events
Stock
Stock is very essential part of operation. The stock presence on the floor should be known on which
brand full option & cut option is given. So the option plan of the floor weekly once.
Page 19

List of stock requirement also of those products which are fast moving & on demand items. A manager
should also be aware about each and every brand requirement and he has to make sure about the
refilling and replenishment of the stock. The stock has to be refilled accordingly.
Sometimes some of the items are not moving in brands then they are sent back to the vendors or
sometimes to Brand Factory.
Profit Maximization - In Retail industry at the end of the day the one thing which matters is only profit.
In central for earning profit daily distribution of the targets for each and every brands is decided and
these brands have to perform better for the achievement of the their targets . They also got their
brands targets on monthly, quarterly and yearly bases. For the achievement required hard work is done
and if they succeed in achieving their targets then they get incentives according to their contribution.
5.8.1.2
Staf
In Operations, Staff plays important role in achieving the targets. Sales executives are the persons who
are directly interacted to the customer and they know what the customers actually want.
Customer cant meet to the Managers directly. So its necessary that staff should be well groomed &
interactive to the customer. The grooming of staff is taken care regularly and their eye contact, body
language, communication skill etc is improved by proper training.
Ttraining of the staff is given time to time relating to the fields like:
5.8.1.3
How to communicate with customers?

How to increase the selling?
How to make the customer to purchase more?
Customers & customer service
Customer is most important thing in retail. In retail, this idea of focusing on the best current customers
should be seen as an on-going opportunity. To better understand the rationale behind this theory and to
face the challenge, we need to break down shoppers into five main types:
Loyal Customers: They represent no more than 20% of our customer base, but make up more than
50% of our sales.
Discount Customers: They shop our stores frequently, but make their decisions based on the size of
our markdowns.
Impulsive Customers: They do not have buying a particular item at the top of their To Do list, but
come into the store on a whim. They will purchase what seems good at the time.
Need-Based Customers: They have a specific intention to buy a particular type of item.
Wandering Customers: They have no specific need or desire in mind when they come into the store.
Rather, they want a sense of experience and/or community. If we are serious about growing our
business, we need to focus our effort on the loyal customers, and merchandise our store to leverage
the Impulsive shoppers. The other three types of customers do represent a segment of our business,
but they can also cause us to misdirect our resources if we put too much emphasis on them.
Customer can be delighted, if we give them better service. In Centrals following services are provided
to the customers:
Page 20
5.8.1.4
Discounts
Gift wrapping
Free home delivery
Exchange in 7 days
Free alterations
Visual merchandising
Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of
the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting
them in a way that would convert the window shoppers into prospects and ultimately buyers of the
product. A creative and talented retailer can use this upcoming art to breathe in new life into his store
products. Visual merchandising is acted as a silent communicator to the customer. The main function of
Visual Merchandising is to make the customer aware about what merchandise is available in the store.
Visual merchandising includes window displays, signages, interior displays, cosmetic promotions and
any other special sales promotions taking place.
V.M also helps to customers to
5.8.1.5
Educate the customers about the product / service in an effective and creative way
Establishing a creative medium to present merchandise in 3D environment, thereby enabling
long lasting impact and recall value
Setting the company apart in an exclusive position
Establishing linkage between fashion, product design and marketing by keeping the product in
prime focus
Combining the creative, technical and operational aspects of a product and the business
Drawing the attention of the customers to enable him to take purchase decision within shortest
possible time, and thus augmenting the selling process
Sales
To survive and grow in profitability in today's very competitive marketplace following facts are
considered.
Margins are already stretched

Excessive advertising expenses
The brand or product loyalty that you once had is reduced.
In such a situation it is challenging for the organization to compete.The only way to compete is by
maximisizing the sales staffs efficiency.
Look at these realities.
Few companies budget sufficiently to professionally train their sales and customer contact
personnel.
Most retail sale personnel are poorly trained in professional selling skills with their training is
essentially limited to the product based knowledge.
Page 21
Old-fashioned sales techniques are outmoded and contribute to poor turnover and job
performance. Value-focussed selling can increase a salesperson's effectiveness around 15 to
25%.
As a Manager, he has to keep an eye on following things, so that predetermined target is achieved:
Walk ins, i.e., No. of customers coming in to our mall
No. of bills, i.e., No. of customers purchasing out of them
Average bill value, i.e., Total sale / No. of bills generated
Floor contribution towards the net income of the Mall- for ex. Floor 3 contributes 15 to17 % of
mall selling.
Contribution of specific brands towards net sales of the Mall. For example, Van Hausen, Arrow
etc. are the brands that are contributing higher in floor 3.
Return / Sq. Ft. of the brand - Each brand has to be provide a specific area in sq. feet
Net sales per month / Sq. Ft. Area = Sq. Ft. Returns per month / No. of days.
Managing Promotions, Events, Alliances and Partnerships - In order to ensure the success of
an event or promotion, it is necessary that the store where action is to take place be geared for
the same. Managing alliances and partnership with local partners is also an important part of
store operations.
Display of merchandise and point of purchase material has to be managed at the store level. An
integral part of managing a super market is an understanding of fresh produce and its storage needs
and replacing the product when needed.
Control of perishables and sanitations are two important aspects of the operations of the store.
5.8.1.6
Marketing promotion & events
It can be defined as strategic and tactical program and the attendant execution exercises for a brand
using the full mix of communications.
(Short term) Consumer promotion can do
Increase sales
Build Market share
Generate awareness and trial of new brand
Stimulate retrial
Encourage repeat purchases
Generate purchase continuity
Provide alternate usage suggestions.
Stimulate trade-up to larger sizes
Temporary adjustment of pricing
Defence against competitive activity
Excite the sales force
Page 22

I was part of 3 special offers in HYDERABAD CENTRAL
Loyalty programmes and Gift vouchers by pantaloons

Youth buzz
EOSS (end of season sale)
Loyalty programs and Gift vouchers

Pantaloons offers Green cards to enhance loyalty from the customers. When u shop with Green card
the customers are get rewarded instantly like
instant discounts for every time you shop at Pantaloons,

regular updates on collectionand promos via catologues, sms and e-mail
extended exchange periods and complementary drops for alterations
exclusive billing counters
exclusive shopping days to get hold of latest merchandise
Gift vouchers to attract customers like
Planet sport gift voucher of Rs 1000 for purchase of Rs 1000
Planet sport gift voucher of Rs 500 for purchase of Rs. 500
Pantaloons Connoisseur choice Gift voucher worth Rs.100, Rs.250, Rs.500, Rs.1000
Pantaloons Trend Setters Gift vouchers worth Rs.100 and Rs.250
Youth buzz
Double your shopping.

Double your eat
Double celebrate
Youth buzz offers number of discounts & offers like:
Denim exchange mela

Magic weekend
Offering apparels like future C.E.O., Saturday night fever etc.
Overall response from the customer was good for these discounts and offers provided.
EOSS (End of Season Sale)
THE BIGGEST DISCOUNT CHALLENGE BY CENTRALS, HAPPIEST SALE UPTO 50% OFF
Basically EOSS means stock clearance sale. During this period there were huge no. of discounts are
over there.
During this sale period, huge crowd was there because of discounts on each and on every item. Main
thing in this period is stock. Before 10 days of the sale period we send requirement of the stock to each
and every company for this period.
Main work during this season is to manage all things including signages, proper updates of
offers
There were special offers on Sankranthi, Holi, Ashadam, Dushera, Diwali, Ramzaan, Newyear
etc. are offered
How can you better present your store and products to the buying public
Evaluation of store appearance of the store
Page 23

Front Signage:
Is your sign up-to-date or is it old and dated-looking?

Is your sign clearly visible and in good repair; no holes, cracks or burned out bulbs?
Does your signage tell customers what type of products you sell at a glance?
Do you have adequate signage for your building as it relates to street visibility?
Does your signage make a strong statement about your company?
Interior Signage:
Is your product signage uniform in design?

Does your product signage describe the high points or features of the product?
Is signage up to date?
Is directional signage easy to see and understand at a glance?
Do you use signage as part of your visual merchandising?
Floor Coverings:
Is the floor clean and fresh looking?

Is the carpet clean, lying well, and vacuumed?
Is the entry clean and in good repair?
Are they using multiple styles of floor coverings to direct traffic flow and distinguish between
departments?
Lighting:
Are all the bulbs operating and in good condition?

If using fluorescent bulbs are all bulbs the colour temperature?
Is the appliance area bright in contrast to the more subdued electronics area?
Are they using Track or spotlights to create focal points?
Good white light 3500 to 4100K should be used to light an appliance section.
Housekeeping:
Is the store clean? Are floors waxed and buffed, carpet shampooed and vacuumed?
Is the product neat and tidy?
Are the aisles free of clutter and boxes?
Is the exposed office area neat with continuity?
Store Display Fixtures:
Do the store fixtures match or are they a conglomeration of manufacturer's displays?

Are the fixtures broken or in disrepair?
Are the fixtures being used for the products for which they were intended? Does your store
use store fixturing? (Appliance fixtures, built-in fixtures, platforms, gondolas, etc.)
Apart from these there are special things which are to be taken care of to increase customer loyality
along with the above mentioned measures like
Informing the staff about the distributing sales report to each and every CSA including daily
target.
Proper check on details about the counting book & the stock maintainance.
Details of all the inwards & outwards on the floor.
Page 24
Personnel who has check on interiors details whether the staging & colour blogging is perfect or
not.
At the weekends (sat. & sun) special care is taken on the cashiers and the staff taking care of
packing & sometimes for billing to cause less inconvenience to customers.
They collect the details of fast moving merchandize from each and every brand & their
requirement of stocks also.
In Customer Feedback Counter they request each and every customer to fill the feedback
form, from which they can get more knowledge of customer behaviour, their expectation from
the mall for their future reference.
During the sale period (EOSS) lot of work was performed such as staging, colour blogging,
stock inwards, placing of gondolas, rearranging the section because of a huge stock in each
section.
During EOSS sometimes there is heavy rate of visitors
In the billing counters, the queue is maintained and staff should attend to them efficiently
Page 25

6.
DATA ANALYSIS
Research 1
Objective: To collect whole detail about the awareness of customers towards FUTURE CARD.
Sample size: 200 customers
1. How often do you buy apparels (clothes)?

Options
Response
Once a Year
25
Once a Month
35
Twice a Month
65
Thrice a Month
75
Total
200
Figure 6.9: How often sampled customers purchased apparels (cloths)
Page 26

2. From where do you buy your apparels (clothes)?
Options
Response
Pyramid
60
Central
80
Shoppers stop
50
Mega mart
10
Total
200
Figure 6.10: Which store did they purchased apparels (cloths)
Page 27

3. Age of the customer?
Table 6-9: Age of the customers
Options
Below 18 Years
Between 18 and 25 Years
Above 45 Years
Response
45
63
47
35
10
Figure 6.11: Age of the customers purchased the apparel
Page 28

4. Gender of the customer?
a. Male
b. Female
Figure 6.12: Gender of the customers purchased the apparel
Page 29

5. Income range of the customer (per month)?
Table 6-10: Income range of the customers
Options
>15000
20000-25000
25000-30000
30000 above
Response
12
62
56
70
Figure 6.13: Income range of the customers purchased the apparel
Page 30

6. How much do you normally spend on apparels (clothes) bought from shopping malls in a
single shopping ?
Table 6-11: Spending range of the sampled customers
Amount in Rs.
Less than 500
Between 500 and 1000
More than 5000
Not Applicable
No. of customers
32
43
47
43
15
20
Figure 6.14: Spending range of the sampled customers
Page 31

7. Customers aware of FUTURE CARD Loyalty Programme in CENTRALS?
Table 6-12: Customers aware of the Future Card and Loyalty Programs in Central Mall
Options
Response
Yes
60
No
140
TOTAL
200
Page 32

8. Reasons for not being aware of FUTURE GROUP?
Table 6-13: Customer response on awareness of the Future Card Offer & Loyalty Programs in Central Mall
Options
Response
Dont have any idea
70
Not inform by any CSA
60
Dont have any display
70
Total
200
Page 33

9. Do you have FUTURE CARD?
Table 6-14: Customers who have the Future Card
Options
Yes
No
TOTAL
Response
50
150
200
Figure 6.17: Customers who have the Future Card
Page 34

10. Are you interested to be a part of FUTURE CARD?
Options
Yes
No
TOTAL
Response
150
50
200
Figure 6.18: Customers interest in Future Card
This research is basically for the loyalty schemes. This questionnaire is totally about loyalty card in
CENTRALS
Page 35

Research 2:
Second research has been done to collect data about the comparative analysis among the competitors.
Objective : To collect data for COMPARATIVE ANALYSIS with respect to other stores in HYDERABAD.
Sample size: 200 customers
Table 6-16: Customers
Parameters
Price
Brands Available
Product Range
Trial Room
Offers
Customer Service
Parking
Store Layout
Events
Ambience
Food court
Loyalty Scheme
interest in Future Card

Central Mall
Shoppers Stop
68
29
79
34
67
23
87
17
78
21
85
34
98
23
103
32
110
32
98
12
167
08
33
75
Pyramid
34
45
42
23
72
46
33
36
34
54
10
80
Westside
23
17
34
41
12
23
32
29
18
23
10
12
Megamart
46
25
34
30
17
12
14
10
06
13
05
00
Q.1) Which store you find the price best?

Figure 6.19: Best Price Offered by various Malls Opinion of the sampled customers
INTERPRETATION & SUGGESTION:

From the above chart we can say that on the basis of price as a parameter 34% people likes to shop in
CENTRALs. The main reason behind is the in house brands of PANTALOONS which are really very
affordable to everyone who comes for shopping & wide range of options & sufficient space for all
brands & good service. As compared to price range there is close competition. So CENTRAL has to
keep focus on each & every brand.
Q.2) Which store you find that there is a good range of brands available?
FSME / Report No: MQ109 (Rev 0)
Page 36


From the above chart we can say that on the basis of brands available 39% people prefer to shop in
CENTRALs. The reason is availability of various brands as well as various in-house brands. As
compare to other competitors CENTRALS have more space for each and every brand, wide range of
options.
Q.3) Which store has a good product range available?
Figure 6.21: Good Product Range displayed by the malls - Opinion of the sampled customers

From the above chart we can say that on the basis of product range 33% people prefer to go with
CENTRALS. It has a good range of products as various in-house brands are also available with
economical prices. They can still improve upon by getting various other brands and introducing various
in-house brands.
Page 37
Q.4) Which store has good trial room facility?

Figure 6.22: Room space available in various malls - Opinion of the sampled customers

After interpreting the chart we come to know that 43% people are satisfied with the trial rooms at
CENTRALS as compared to other stores in Hyderabad. So CENTRALS should maintain the service of
trial room in the same manner. Another reason is enough space in each trial room, which made by
latest technology.
Page 38

Q.5) Which store has got good promotional offers?
Figure 6.23: Promotional offers by the malls - Opinion of the sampled customers

After interpreting the chart we come to know that 39% people feel the offers in CENTRAL are really
good & attractive. So customers are satisfied with the offers that CENTRALS launches at regular
intervals.
Page 39

Q.6) Which store provides the best service?
Fig 3.18 Customer Service

Taking into consideration the above statistics we can see that 42% people feel that the service (free
alteration, exchange policy, staff suggestions, redeem parking coupon etc.) given by CENTRALS are
much better as compared to other stores in Hyderabad. So they should keep enhancing the loyalty
program and should keep in mind that customer is the king so we need to provide best services to keep
the customers loyal.
Page 40

Q.7) Which store has a good parking facility?
Figure 6.25: Good Parking Facility for the malls - Opinion of the sampled customers

We can interpret from the above chart that 49% people find that parking is not a problem at CENTRAL.
As compared to other stores in HYDERABAD CENTRAL has got ample place for parking. Coming to
the parking area,the mall can accommodate 400 cars and equal number of two wheelers at a time.
There is the lift facility for customers to the basement. In centrals they provide valet parking also.
Page 41
Q.8) Which store has a good store layout?

Figure 6.26: Good Store Layout of the malls - Opinion of the sampled customers

We can interpret from the above chart that 54% people feel that it is comfortable to move around in the
store. The items in the store are visible and its convenient to shop. Each section gives enough space
that customers can easily go and select their favourite item. In CENTRAL mall each section is divided
in to various section. There is food court also which also encourage customer to shop inside the mall.
Page 42

Q.9) Which store has organized good events?
Figure 6.27: Good Events organised by the malls - Opinion of the sampled customers

We can interpret from the above chart that 55% people feel that events organised in CENTRALS is
better than other stores in HYDERABAD. DENIM EXCHANGE MELA, electronic AUCTIONS etc. In
all these events there is huge response of customers because of that during those days sale of the mall
also increases.
Page 43

Q.10) Which store has good ambience?
Figure 6.28: Good ambience in the malls - Opinion of the sampled customers

We can interpret from the above chart that 49% people feel that ambience in CENTRALS is better
than other stores in HYD.ERABAD. Basically CENTRALs pays more attention towards the customers
requirement what they want? What are their expectations towards the mall?
Page 44

Q.11) Which store has good food court?
Figure 6.29: Good Food Court run by the malls - Opinion of the sampled customers

We can interpret from the above chart that 83% people feel that events organised in CENTRALS is
better than other stores in HYDERABAD. Because only CENTRAL advocates the concept of SHOP,
EAT & CELEBRATE. This is also a slogan of CENTRAL. Other stores not allow any type of food stuff
inside the mall. That the reason why there is huge approach of customers in CENTRALS.
Page 45

Q.12) Which store has good loyalty scheme?
Figure 6.30: Good Loyalty Programs from the malls - Opinion of the sampled customers

We can interpret from the above chart that only 16% people goes with CENTRALs. Only in this section
CENTRALs lack behind others stores in HYDERABAD.
CENTRALs has to keep more attention towards this.
Page 46

7.
OBSERVATIONS & RECOMMENDATIONS

From the above given questionnaire, following are the observations & recommendations.
Observations
1. From this research, there are majority no. of customers who buys more than 3 times in a month
as compare to other customers. So these customers are loyal customers for CENTRALS. No
of other customers who buys more than 2 times, 1 time in a month are also there. These are
also the targeted customers for the CENTRALS
2. There were higher percentage of customers who like to buy from CENTRAL as compare to
other competitors (such as Pyramid, Shoppers Stop etc.) means majority of customers are like
to shop from CENTRALS. So by organizing some events or with good product range &
discounts, these remaining customers get diverted towards CENTRAL.
3. As per the data collected through this survey, we can say higher no. of customers are
youngsters. Along with professionals, businessmen etc. between the age group 25-35.
4. Majority of females customers are there, as compare to male customers.
5. As per income range is concern, majority of customers are high class customers means
income(30000+/month).who loves to shop in CENTRALs. They are really brand conscious.
6. There are higher no. of customers who spend more than 3000 for their 1 time shopping, more
than 3000 also. Some customers are there who even shop more than 10000 also.
Basically main objective behind this questionnaire is to collect information about the awareness about
FUTURE CARD among the customers.
As per the data collected by questionnaire, I am very disappointed by the result that is only 30%
customers were aware about the FUTURE card.
The main reason behind it is that they dont have any idea about FUTURE CARD. Only few of them
know about it. The main reason behind it is, there is no display inside the mall for FUTURE CARD. All
the employees working over there are not aware of that, among 200 customers only 30% customers
have the FUTURE CARD.
After that I asked for their interest in FUTURE CARD, more than 75% customers are interested to be a
part of FUTURE CARD. They are really very interested to be a member of FUTURE CARD. They want
more information about the FUTURE CARD.
Recommendations:
1. As per all this data, as per my opinion is concern, CENTRALs have to think more about the
FUTURE CARD. Because as we discuss above more than 75% customers really very
interested to be a part of the FUTURE CARD.
2. This one is really very important thing where CENTRALS have to be concentrate. Because of
this they get more LOYAL customers. CENTRAL have to arrange some events for promotion of
FUTURE CARD. Including proper displays inside the mall, informing every employees over
there to tell every customers about the FUTURE CARD.
Page 47
3. At the cash counter keep any executive to give information to each and every customer. Or
make a proper section for FUTURE CARD at the entrance of the mall. By that every customer
get idea about FUTURE CARD.
SUMMARY: CENTRAL MALL HAS IT ALL FOR THE FAMILY

Shop, eat, and celebrate is the new mantra,at least at the the Hyderabad Central. The massive
seamless mall on the busy Panjagutta road is experience that is bound to leave Hyderabad spellbound.
And why not,over 300 clothing brands to choose from, including the famous Marks and Spencer from
the United Kingdom, besides a complete range of music, bookks,coffee shops, food courts,
supermarket and restaurants, it has it all. What more, the five- storeyed mall is having multiplex
theatre named PVR cinemas with five screens.
The spralling mall spread over 2,50,000 square feet has everything a family needs. It has a seperate
section for services such as travel, finance, investment, insurance, cinema ticket booking, bill
payments, foreign exchange and other miscellaneous services. It also has a Central Square, a pace
for product launches,improptu events, displays, shows and exhibitions.
World class standards in ambience, interiors and service, the Hyderabad Central has been
conceptualised with a theme andtagline that says shop, eat and celebrate.
It has fashion, cosmetics,perfumes, consumer and personal electronics, home appliances, furniture,
time wear, eye wear, footwear and jewellery, says Rakes Biyani, Director of Pantaloon Retail India
limited.
With an investment of some Rs.70 crores, this is the second such mall in the country, the first being in
Bangalore. Mr. Biyani says that some 15 such malls will be opened in various cities across the country.
The third mall is opened in Pune.
At the Hyderabad Central, the zero level of the mall has dining outlets such as Bombay blue,Noodle
bar, Copper Chimney and Pizza Hut. It also has fashion stores. The ground floor is dedicated to
Womens wear and accessories, thefirst floor to Mens wear. Level three for youth and level four for
kids and home accessories, including a food court. Level five has a Multiplex. An exclusive play area
has also been designed keeping in mimnd safety and fun aspect. All leading brands in India will be
available under one roof, Mr. Biyani said.
Page 48

REFERENCE WEBSITES:
www.retailbiz.com
www.google.com
www.retailyatra.com
www.wikipidea.com
www.timesofindia.com
www.economictimes.com
www.future.com
www.amazon.com
www.futurebazaar.com
BOOKS & MAGAZINES
Retail management book by CHETAN BHAGAT

Book RETAILING by PATRICK M . DUNNE
Retail management book by SUJA NAIR
ICFAI JOURNALS.
BUSINESS TODAY
HARVADS JOURNALS
MARKETING MANAGEMENT BY PHILIP KOTLER
IT HAPPENS ONLY IN INDIA BY KISHORE BIYANI
Page 49

APPENDICES
A
B
Page 50

A
1) NAME:
2) AGE:
3) ADDRESS:
4) GENDER:
5) How often do you buy apparels (clothes)?
Once a Week
Once in 15 days
Once a month
Once every three months
Once every 6 months
Once a Year
6) From where do you buy your apparels (clothes)?
Pyramid
Centrals
Shoppers stop
Mega mart
7) How much do you normally spend on apparels (clothes) bought from shopping malls in a
single shopping
Less than 500

Between 500 to 1000
Between 1000 to 2000
Between 2000 to 5000
More than 5000
Not Applicable
8) Customers aware of FUTURE CARD Loyalty Programme in CENTRALS?

Yes
No
9) Do you have FUTURE CARD?
Yes
No
10) Are you interested to be a part of FUTURE CARD?
Yes
No
Appendix A

B
Q.1) Which store you find the price best?
Q.2) Which store you find that there is a good range of brands available?
Q.3) Which store has a good product range available?
Q.4) Which store has a good trial room facility?
Q.5) Which store has got good promotional offers?
Q.6) Which store provides the best service?
Q.7) Which store has a good parking facility?
Q.8) Which store has a good store layout?
Q.9) Which store has organize good events?
Q.10) Which store has good ambience?
Q.11) Which store has good food court?
Q.12) Which store has good loyalty scheme?
Appendix F

Retail Sales in India - A Case Study

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A STUDY OF RETAIL SCENARIO IN INDIA

A STUDY OF RETAIL SCENARIO IN INDIA

FSME / Report No. MQ109 (Rev 0)

A STUDY OF RETAIL SCENARIO IN INDIA

FSME / Report No. MQ109 (Rev 0)

A STUDY OF RETAIL SCENARIO IN INDIA

RETAILING AS AN INDUSTRY IN INDIA

OBJECTIVES OF THE STUDY & METHODOLOGY

REVIEW OF CONCEPT AND THEORY

REVIEW OF PREVIOUS RESEARCH & FINDINGS

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Hyderabad Central Mall

OBSERVATIONS & RECOMMENDATIONS

SUMMARY: CENTRAL MALL HAS IT ALL FOR THE FAMILY

A STUDY OF RETAIL SCENARIO IN INDIA

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Need of the study

Objectives of the study

To understand the concept of retailing

Scope of the study

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Sampling method and sampling size

Limitations of the study

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

RETAILING AS AN INDUSTRY IN INDIA

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Name of the Retailer

Wal-mart Stores, Inc

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Current scenario in Retail in India

Unorganized market; Rs. 583,000 crores

Over 400,000 shoppers walk through their doors every week

Table 2-2: Growth in Retail Outlets (Millions $)

Table 2-3: Composition of Urban Outlets

Table 2-4: Composition of Rural Outlets

Retailing in India Facts

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Retailing in India Challenges ahead

The retail sector is expected to grow 40% to $427 billion by 2011.

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Figure 2.2: Organised Retail Market in India (Rs. In Crores)

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

OBJECTIVES OF THE STUDY & METHODOLOGY

Study about the LOYALTY schemes run by the mall.

Understand the customer behaviour inside the mall.

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Figure 3.3: Organised Retail Market in India (Rs. In Crores)

Primary source data

Project Report - MBA / MCA (Year 3)

A STUDY OF RETAIL SCENARIO IN INDIA

Sample selection procedure

Project Report - MBA / MCA (Year 3)