TABLE CONTENTS INDEX

S.NO PARTICULARS PAGNO

1 CHAPTER1 1-8

INTRODUCTION

NEED FOR THE STUDY

OBJECTIVES OF THE STUDY

METHODLOGY

LIMITATIONS

2 CHAPTER2 9-18

INDUSTRY PROFILE

COMPANY PROFILE

3 CHAPTER3 19-24

THEORETICAL FRAME WORK

4 CHAPTER4 25-41

DATA ANALYSIS&INTWERPRETATION

5 CHAPTER5 42-46

SUMMARY

FINDINGS

SUGGESTIONS

CONCLUSION

BIBILOGRAPHY

QUESTIONNAIRE

1
CHAPTER -1

 INTRODUCTION

 NEED FOR THE STUDY

 OBJECTIVES OF THE STUDY

 RESEARCH METHODOLOGY

 LIMITATIONS

2
INTRODUCTION:

Marketing is the moving and exciting activity in everybody activities. The sellers, distributors,
advertising agencies, consultants, transporters, financers, store agencies and every one as a
counter are part of the marketing system. Any exchange process be it consumer, goods,
intermediary goods, services of ideas, comes under the preview of marketing. It is very often
regarded that the development of markets and marketing is synonymous with the economic
development of account. Through marketing is an action discipline. In the ever-growing
corporate world, marketing is being regarded as a crucial element for the success of an
Enterprise

CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact everybody in this world
is a consumer. Every day of our life we are buying and consuming an incredible variety of goods
and services. However, we all have different tastes, likes, dislikes, and adopt different behavior
patterns while making purchase decisions. The term consumer behavior refers to the behavior
that consumers displaying searching for purchasing using evaluation and disposing in searching
for purchasing using evaluating and disposing of products and services that they exact will
satisfy o how individuals make decisions to send their available resources (time, money and
effort) on consumption related items. It includes the study of ³What they buy´, ´Why they buy´,
³When they buy it´, ³Where they buy it´, ³how often they buy it´ and ³how often they use.

conduct the exchange aspect of their lives. Consumer behavior is helpful in understanding the
purchase Behavior and preferences of different consumers. As consumers, we differ in terms of
sex ,age, education, occupation, income, Family setup, religion, nationality and social status.
Because of this different background factors, have different needs and we have only buy those
products and services, which we think, will satisfy our needs.

A MODEL OF CONSUMER BEHAVIOUR:

A consumerdecisions to purchase a particular product of service is the result of complex

interplay of a number of variables. The starting point of the de cision process is
provided by the companies marketing stimuli in the shape of product, promotion, price
and distribution strategy. Consumer often purchase new products that are associated with a
favorable viewed brand name. The term consumer behavior refers to the behavior that consumer
displaying searching for purchasing, using, evaluating and disposing of products and services
that they expect will satisfy these needs. The study of consumer behaviourin the study of how
individuals make decisions to spend their available resources (time, money, effort) on
consumption related items. It includes the study of ³what they buy´, ³why they buy´, ³when they
buy´, ³where they buy´, how often they buy´ and ³how they use´.

3
NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in the modern market
scenario. The basic idea of this study is to find the consumer behavior towards CMR central.
The needs have to be recognized and necessary steps have to be taken to make the changes. India
is growing rapidly and changes are dynamic. People are changing, the preference and the
demand is changing. The market also has to change accordingly. The purpose of consumer
behavior is not only for retaining the customers but also attracting new customers and increasing
the sales also creating and maintenance of brand awareness. In this competitive market the level
of consumer satisfaction decides the success of any product and any company. The night
consumers have to be targeted and the right strategy should be implemented at the right time.
This will give the desired results.

4
OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of the customers with
regards to CMR central.

 To study and analyze consumer shopping behavior towards CMR central.

 To assess the behavior level of different type of customers shopping at CMR central

 To find out the factors which influence the consumption of the products in CMR central.

 To identify effective a advertising sources which are influencing customer purchasing

behavior at CMR central.

 To find out how the consumers spent their incomes, time on the purchasing of the
products.

5
 RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample of
respondents who are representatives of a larger group. The information is recorded on a form
known as questionnaire. As dataare gathered by asking questions from persons who are believed
to have desiredinformation, the method is known as questionnaire technique.

1)Primary data:
Meaning: Primary sources of data are the data whichneeds the personal efforts of collect it and
which are not readily available.Primary source of data are the other type of source through which
the data wascollected.

Following are few ways in the data was collected:

1.Questionnaires:
It is the set of questions on a sheet of paper was being given to the of fill it, bases on which the
data was interpreted.

2. Direct interviewing:
Direct interviewing involved the process where I askedthe questions directly to the customers
and I got the feedback.

2) Secondary data:
Secondary sources are the other important sources through which the datawascollected.These are
the readily available sources of the data where one had neednot put much effort to collected,
because it is already been collected and part inan elderly manner by some researcher, experts and
special.

The secondary sources helpful for the study were:

1)Text books like marketing management research methodologyAdvertisement and sales

promotion etc.

2)Internet was made use for the collection of the data.

3) News papers were also referred.

4)Business magazines were referred.

3)Sample size:
By using judgment convenience sampling technique 50 respondents areselected for the purpose
of the study.

6
4)Period of study:
The study is undertaken in the duration of one month

5)Research approach:
The survey method was adopted for collected the primary data.Survey research is systematic
gathering of data from respondent throughquestionnaire.

6)Research instrument:
The data for this research study was collected by survey technic usinginterview method guided
by questionnaire.

7)Collection of Data:
Questionnaire and personal interviews are the methods that I haveused for collecting the data.

7
LIMITATIONS:

Time has been a major constraint throughout the study as it has been only for duration of one
month

As this survey was restricted to CMR central , Vizag this cannot be stated as an indepth
research on this subject.

Enough care is taken in formulating the questionnaire, still some errors may creep in.

The consumer behavior varies according to different products.

Quality verses price was not taken into the consideration.

The project is based on the interview methodology by a stured questionnaire and the personal
skills of the person undertaking the project affect the results.

8
CHAPTER-2

 INDUSTRY PROFILE

 COMPANY PROFILE

9
CHAPTER -2

INDUSTRY PROFILE

Retailing:

The word ‘retail’ is derived from the French word ‘retailer’, meaning ‘to cut a piece off’
or ‘to break bulk’. In simple terms, it implies a first-hand transaction with the customer.

Retailing involvers a direct interface with the customer and the coordination of business
activities right from the concept or design stage of a product or offering to its delivery
and post-delivery service to the customer. The industry has contributed to the economic
growth of many countries and is undoubtedly one of the fastest changing and dynamic
industries in the world today.

Indian retail industry:

The Indian retail industry is the fifth largest in the world. Comprising of organized and
unorganized sectors , India retail industry is one of the fastest growing industries in India,
especially over the last few years. Though initially, the retail industry in India was
mostly unorganized, however with the change of tastes and preferences of the consumers,
the industry is getting more popular these days and getting organized as well. With
growing market demand, the industry is expected to grow at a pace of 25-30% annually.
The India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs.
109,000 crore by the year 2010.

The retail scenario in India is unique. Much of it is in the unorganized sector, with over
12 million retail outlets of various sizes and formats. Almost 96% of these retail outlets
are less than 500 square feet in size, the per capital retail space India 2 square feet
compared to the US figure of 16 square feet India’s per capital retailing space is thus the
lowest in the world.

With more than 9 outlets per 1000 people, India has the largest number in the world. Most of
them are independent and contribute as much as 96% to total retail sales. Because of the

10
increasing number of families, working women, and increased commuting time, convenience
has become a priority for Indian consumers.

Growth of Indian retail industry:

According to the 8th Annual Global Retail Development Index (GRDI) of AT
Kearney, India retail industry is the most promising emerging market for investment. In
2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the
country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010.

According to a report by North bride Capita, the India retail industry is expected to grow to
US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total
market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5%
of the total retail market.

India is rapidly evolving into a competitive marketplace with potential target consumers in
the niche and middle class segments. The market trends indicate tremendous growth
opportunities. Global majors too are showing a keen interest in the Indian r etail market.
Over the years, international brands like marks and spencer, Dmart, Vizag Central ,
McDonald’s, Swarovski, Domino’s among a host of others have come into India through
the franchise route following the relexation of FDI (Foreign Direct Investment) restrictions.
Large Indian companies- among them the Tata, Goenka and the Piramal groups are
investing heavily in this industry.

Pantaloon:

Pantaloon is one of the biggest retailers in India with more than 450 stores across the
country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located
across the country. It's growing at an enviable pace and is expected to reach 30 million sq.
ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket ‘Big Bazaar’.
It has the following retail segments:

 Food & Grocery: cmr central, Food Bazaar

 Home Solutions: Hometown, Furniture Bazaar, Collection-I
 Consumer Electronics: e-zone
 Shoes: Shoe Factory
 Books, Music& Gifts: Depot

11
 Health &Beauty Care: Star, Sitara
 E-tailing: Futurebazaar.com
 Entertainment: Bowling Co.

12
 COMPANY PROFILE

“CHANDANA BROTHERS(CB) GROUP’’, the most admired brand name in the state of A.P
with a strong presence in the state in the fields of textiles, jewellery&construction,was
established in the year 1975 by chandanmohanrao. C.B. group presently consistes of a chain of
22 large and modern textiles and 9 jewellery showrooms in the state of AP, the annual turnover
of the group is about RS 300.00 the state of ap in textiles and 50 crores in jewellery. The chief
promoter CHANDANA MOHAN RAO has got more than 3 decades of experience in the textiles
business and is the brain behind all the ventures of the group. Besides the main activity of the
textiles and jewellery, the group has, in the recent past. Entered into the other areas like
investements in real estates and construction activity through various corporate entities. CB
group is one of the professionally managed groups in AP. The group enjoys repitation for
honoring the commitments in time and credit worthiness in the business community in india.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million
square feet of retail space in 73 cities and towns and 65 rural locations across India.
Pantaloon Retail employs around 30,000 people and is listed on the Indian stock
exchanges. The company follows a multi-format retail strategy that captures almost the
entire consumption basket of Indian customers. In the lifestyle segment, the group
operates Pantaloons, a fashion retail chain and Central , a chain of seamless malls. In the
value segment, its marquee brand , Big Bazaar is a hypermarket format that combines the
look, touch and feel of Indian bazaars with the choice and convenience of modern retail.

The group’s speciality retail formats include supermarket chain – Food Bazaar, sportswear
retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town
and rural retail chain, Aadhaar, among others.

Future Capital Holdings, the group’s financial arm provides investment advisory to
assets worth over $ 1 Billion that are being invested in consumer brands and companies,
real estate, hotels and logistics It also operates a consumer finance arm with 150 branches.

13
 Other group companies include, Future Generali, the group’s insurance venture in
partnership with Italy’s Generali Group, Future Brands, a brand development and IPR
company, Future Logistics, providing logistics and distribution solutions to group
companies and business partners and Future Media, a retail media initiative.

The group’s presence in Leisure & Entertainment segment is led through, Mumbai-
based listed company Galaxy Entertainment Limited. Galaxy leading leisure chains,
Sports Bar and Bowling Co . and family entertainment centres , F123. Through its
partner company, Blue Foods the group operates around 100 restaurants and food
courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon,
Copper Chimney and Gelato.

Future Group’s joint venture partners include, US-based stationery products

retailer, Staples and Middle East-based Axiom Communications.

Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The
group’s corporate credo is, ‘Rewrite rules, Retain values.’

Future Retail:

Retail forms the core business activity at Future Group and most of its businesses in the
consumption space are built around retail. Future Group’s retail network touches the lives
of more than 200 million Indians in 73 cities and 65 rural locations across the country.
The group currently operates around 1,000 stores spread over 16 million feet of retail space.
Present in the value and lifestyle segments, the group’s retail formats cater to almost the
entire consumption expenditure of a wide cross-section of Indian consumers.

Led by Pantaloon Retail, the group’s flagship company, the group manages some of
India’s most popular retail chains like Pantaloons - a chain of fashion destinations, BIG
BAZAAR- a uniquely Indian hypermarket chain, Food Bazaar - a supermarket chain that
blends the look, touch and feel of Indian bazaars with aspects of modern retail like
choice, convenience and quality and CMRCentral - a chain of destination malls. Some of
its other formats include Ethnicity - India's first concept store, which recreates the experience
of a traditional ethnic market in a modern retail format, Brand Factory, Planet Sports, ALL,
Top 10

14
Company Timeline:-

Major Milestones

1987 Company incorporated as Man z Wear Private Limited. Launch of

Pantaloons trouser, India’s first formal trouser brand.

1991 Launch of BARE, the Indian jeans brand.

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

1994 The Pantaloon Shoppe – exclusive menswear store in franchisee

format launched across the nation. The company starts the distribution
of branded garments through multi-brand retail outlets across the
nation.

1995 John Miller – Formal shirt brand launched.

1997 Company enters modern retail with the launch of the first 8000
square feet store, Pantaloons in Kolkata.

2001 Three Big Bazaar stores launched within a span of 22 days in

Kolkata, Bangalore and Hyderabad.

2002 Food Bazaar, the supermarket chain is launched.

2004 Cmr Central - India’s first seamless mall is launched in Bangalore.

2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment,

Indus League Clothing and Planet Retail.

Sets up India’s first real estate investment fund Kshitij to build a

chain of shopping malls.

15
About cmr central  Hypermarket

 chain of Depatmental stores operated in

India

Outlets  10 stores
 Located in 5 citiies
 1000 brands
 50 years experience

Parental Group PantaloonGroup,owned by Future Group

Owner Chandana brothers(cb) group

Founded 2004

Headquarters vizag

Indusry Retail

Products Departmental Store

Website www.cmrcentral,com

Silient Features  Fastest and largest growing departmental

store chain in india..
 Works at the model of economy of
scale, similar to wal-mart.
 Attracts a few thousand customers
per day.

Tag Line “travel guide ”

16
TARGET AUDIENCE:

 Cmr central targets higher and upper middle class customers.

 The large and growing young working population is a preffered customer segment.
 Cmr central specifically targets working women and home makers who are the primary
decision makers.

LOGO OF CMR CENTRAL:

17
VISION AND MISSION:

Vision:

Future group shall deliver Everything ,Everywhere,Every time for Every Indian customer in the
most profitable manner.

Mission:

 We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.
 We shall be the trendsetters in evolving delivery formats ,creating retail reality making
consumption affordable for all customer segments –for classes and for masses.
 We shall infuse Indian Brands with confidence and renewed ambition .
 We shall be efficient, cost conscious and committed to quality in whatever we do.
 We shall ensure that our positive attitude,sincerity humility and united determination
shall be the driving driving force to make us successful.

Core values:

 Indians: confidence to ourseleves.

 Leadership: to be a leader ,both in thought and business.
 Respect & Humility: to respect every individual and be humble in our conduct
Introspection: leading to purposeful thing.

18
CHAPTER-3

 THEORETICAL FRAME WORK

19
CHAPTER -3

THEORETICAL FRAME WORK

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using products so as to satisfy
needs and desires. Consumer behavior involves the psychological process that consumers go
through in recognizing needs, findingways to solve these needs, making purchase decision (e.g.,
whether or not to purchase a product and, if so, which brand and where), interpret
information,make plans, and implement these plans (e.g., by engaging in comparisonshopping or
actually purchasing a products).

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take culturalinfluences for granted, but
they are significant. An American will usually not bargain with a storeowner. This, however, is
common practice in much of theworld. Physical factors also influence our behavior. We are more
likely to buy asoft drink when we are thirsty. For example, and food manufacturers have
foundthat it is more effective to advertise their products on radio in the late afternoonwhen
people are getting hungry. A person¶sself image will also tend toinfluence. what he/she will buy.
An upwardly mobile manager may buy a flashycar to project an image of success. Social factors
also influence what theconsumers buy-often, consumers seek to imitate others whom they
Admire, andmay buy the same brands, the social environment can include both themainstream
culture (e.g., Americans are more likely to have corn flakes/ham andeggs for brake past than to
have rice, which is preferred in many Asian

countries) and a sub culture (e.g., rap music often Appeals to a segment withinthe population that
seeks to distinguish itself from the main stream population).Thus sneaker manufacturers are
eager to have there products worn by admiredathletes. Finally, consumer behavior is influences
by learning ± you try ahamburger and learn that it satisfies your hunger and tastes good, and the
nexttime you are hungry, you may consider another hamburger.

DECISION-MAKING INVOLVE SEVERAL STEPS

Problem recognition ± you realize that something is not as it should be. Perhaps,for example,
your car is getting more difficult to start and is not acceleratingwell. Information search- what
are some alternative ways of solving the problem? You might buy a new car, buy a used car, take
your car in for repair,ride the bus, ride a taxi, or ride a skateboard to work.A customer can obtain
information from several sources:Personal sources: family, friends, neighbors etc.

3. Evaluation of alternatives4.Purchase decision5.Purchase evaluation2. Information

search1.Need recognition
Commercial sources: advertising, sales forces retailers, dealers,Packaging, point-of sale
displays.Public sources: news papers, radio, television, consumer
organizations,specialmagazines.Experimental sources: handling, examining, using the
productInternal and external search for information to make a decisionInternal search: Scan

20
memory.External search: shopping, personal sources, public media,AdvertisementsEvaluation of
alternatives: A skateboard is inexpensive, but may be ill-suited for long distances and for rainy
days.Purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store
because you did not find it satisfactory), in reality, peoplemay go back and fourth between the
stages. For example, a person may resumealternative identification during while evaluating
already known alternatives.The decision maker(s) have the power to determine issues such
as:Whether to buy?Which product to buy?Which brand to buy?Where to buy it? And

meals and direct marketing service businesses such as telephone banking andinsurance.Each
culture contains ³sub-cultures´ ± groups of people with shared values. Sub-cultures can include
nationalities, religions, racial groups, or group of peoplesharing the same geographical location.
Sometimes a sub-culture will create asubstantial and distinctive market segment of its own.

BUYER BEHAVIOUR ± SOCIAL FACTORS:Introduction:

A customer¶s buying behavior is also influenced by social factor,such as the group to which the
customer belongs and social status. In a group,several individuals may interact to influence the
purchase decision. The typicalroles in such a group decision can be summarized as follows:
Initiator
: the people who first suggest or think the idea of buying a particular product or service.
Influence
: a person whose view or advice influences the buying decision.
Decider
: the individual with the power and/or financial authority to make theultimate choice regarding
which product to buy.
Buyer:
The person who concludes the transaction.
User:
The person (persons) who actually uses the product or service.INDIVIDUAL FACTORS THAT
SHAPE BUYER BEHAVIOUR PROCESSHIGH INVOLVEMENT Extensive problem-
solving (EPS)LOW INVOLVEMENT Limited problem solving (LPS)Reutilized response
behavior (RRB)

The various purchase influence factors are as follows:

CULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behavior.The marketer needs to
understand the role played by the buyer¶sculture,subculture, and social class.
Culture
The set of basic values, perceptions, wants, and behaviours learned by amember of society from
family and other important institutions,
Subculture
A group of people with shared value systems based on common lifeexperiences and situations.

21
Social classes
Cultural
CultureSubcultureSocial culture
Social
ReferencegroupsFamilyRoles and
Personal
Age and lifecycle stageOccupationEconomic
Psychological
MotivationPerceptionLearningBeliefs and

Buyers

Relatively permanent and ordered divisions in society whose membersshare similar values,
interests, and behaviors.
SOCIAL FACTORS
A consumer¶s behavior also is influenced by social factors, such as theconsumer¶s small groups,
family, and social roles and status.
Groups
Two or more people who interact or accomplish individual or mutualgoals.
Family
A family is a domestic group of people, or a number of domestic groupslinked through descent
(demonstrated or stipulated) from blood relation,marriage or adoption.
Roles and status
A person belongs to many groups- family, clubs, organisations. The person¶s position in each
group can be defined in terms of both role and status.

Personality and self concept

A person¶s distinguishing psychological characteristics that lead torelatively consisting and
lasting responses to his or her own environment.
PSYCHOLOGICAL FACTORS
A person¶s buying choices are further influenced by four major psychological factors:
motivation, perception, learning, and attitudes.
Motivation
A need that is sufficiently pressing to direct the person to seek satisfactionof the need.
Perception
The process by which people select, organize, and interpret information toform a meaningful
picture of the world.
Learning
Changes in an individual¶s behavior arise from experience.

22
Beliefs and attitudes
A descriptive thought that a person holds about something is his/her belief. A person¶s
consistently favorable or in favourable evaluations, feeling,and tendencies toward and object or
idea is attitude.The common tools used to conduct data analysis range from simple
crosstabulations and segmentation analysis to more sophisticated statistical methods

such as multivariate and logistic regression discriminates analysis and cluster analysis. In the last
few years, optimization tools and machine learningalgorithms such as neural networks and
genetic algorithms have also been usedto perform advanced data analysis.The study of
consumers helps firms and organizations imjprove their marketingstrategies by understanding
issues such as

 The psychology of how consumers think, feel, rason, and select betweendifferent
alternatives (e.g., brands, products);

 The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);

 The behavior of consumers while shopping or making other

marketingdecisions;Limitations in consumer knowledge or information processing
abilities influencedecisions and marketing outcome;How consumer motivation and
decision strategies differ between productsthat differ in their level of importance or
interest that they entail for thconsumer;and How marketers can adapt and improve their
marketing campaigns andmarketing strategies to more effectively reach the
consumer.Understanding these issues helps us adapt our strategies by taking theconsumer
into consideration. For example, by understanding that a number of different messages
compete for our potential customers¶ attention, we learn thatto be effective,
advertisements must usually be repeated extensively. We alsolearn that consumers will
sometimes be persuaded more by logical arguments, but at other times will be persuaded
more by emotional or symbolic appeals. Byunderstanding the consumer, we will be able
to make a more informed decisionas to which strategy to employ.
 Behavior occurs either for the individual, or in the context of a group(e.g.,friends
influence what kinds of cloothes a person wears) or anorganization (people on the job
make decisions as to which products thefirm should use).
 Consumer behavior involves the use and disposal of products as well asthe study of how
they are purchased. Product use is often of great interestto the marketer, because this may
influence how a product is best positioned or how we can encourage increased
consumption. Since manyenvironmental problems result from product disposal (e.g.,
motor oil being sent into sewage systems to save the recycling fee, or garbage pilingup at
landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible products.
 The impact of consumer behavior on society is also of relevance.

23
CHAPTER- 4

 DATA ANALYSIS
 INTERPRETATIONS

24
Q1. Ho w do you come to know about CMR central ?

No. of percentage
customers (%)
Advertisement 0 0
Colleagues reference 10 20
Friends / relative references 32 64
Any other specify 8 16
TOTAL 50 100

No. of customers
Advertisement

0%10% Colleagues reference

Friends / relative
50% 32% references
Any other specify
8%
TOTAL

INTERPRETATION:
From the above study 0% of respondents from Advertisement,20% of respondents from
Colleagues and 64% of respondents from Friends/Relatives Remaining 16% of respondents from
others

25
Q2. How frequently do you visit CMR central ?

Particulars No. of customers percentage (%)

once in a week 15 30
twice in a week 22 44
once in every 15 days 8 16
once in a month 5 10
TOTAL 50 100

No. of customers

15%
once in a week

50% 22% twice in a week

once in every 15 days
8% once in a month
5%
TOTAL

INTERPRETATION:
From the above study,30% of respondents from once in a week,44% of respondents from twice
in a week and 16% of respondents from every 15 daysRemaining,10% of respondents from once
in a month

26
Q3. What is the main purpose of purchase ?

No.
perce
of
Particulars ntage
audi
(%)
ence
personal usage/consumption 27 54
to gift 13 26
any other P.I specify 10 20

TOTAL 50 100

NO. OF AUDIENCE
personal usage/consumption to gift any other P.I specify TOTAL

27%

50%

13%

0% 10%

INTERPRETATION:
From the above table we can conclude that the major numbers of respondent¶s of 54% personal
usage,26% to gift and remaining 20% any other specify

27
Q4.Which category of products do you buy most at CMR central ?

ASPECTS No. of audience percentage (%)

Food items 13 26
clothes 25 50
electronics 7 14
furnitures 2 4
any other P.I specify 3 6
TOTAL 50 100

Chart Title

26 50 14 4 6 100

13 25 7 2 3 50

0 0 0 0 0 0
1 2 3 4 5 6 7

ASPECTS No. of audience percentage (%)

INTERPRITATION:

From the above study 26% of respondents from Food items, 50% of respondents from Clothes
and 14% of respondents from Electronics 4% of respondents from furniture and 6% others.

28
Q5.You prefer to go in CMR central with ?

No. of percentage
PARTICULARS audience (%)
Family members 10 20
Spouse 10 20
Friends 25 50
Others 5 10
TOTAL 50 100

No. of audience

10%
Family members
10%
Spouse
50% Friends

25% Others
TOTAL
5%

INTERPRETATION:
From the above study 20% of respondents from Family, 20% of respondents from
Spouse and 50% of respondents from Friends and remaining10% are others.

29
Q6. Which mall you like the most in the city ?

No. of percentage
PARTICULARS audience (%)
big bazar 10 20
spencer 10 20
CMR central 20 40
dmart 10 20
TOTAL 50 100

Chart Title

100
90
80
70
60
50
40
30
20
10
0
big bazar spencer CMR central dmart TOTAL

No. of audience percentage (%)

INTERPRETATION:
From the survey it is observed the 20% of respondents for Big Bazaar, 20% of respondents for
Spencer, 40% of respondents for CMR central and only 20% of respondents are dmart

30
Q7.What is the reason behind purchasing in a CMR central ?

percentage
PARTICULARS No. of audience (%)
good satisfication over
products 25 50
reasonable prices 10 20
more offers 10 20
any others 5 10
TOTAL 50 100

No. of audience

good satisfication over

products
reasonable prices
25%

more offers
50%
10%
any others
10%
5%
TOTAL

INTERPRETATION
From the study it is observed that 50% of respondents for Goodsatisfaction over products, 20%
of respondents for Reasonable prices, 20% of respondents for More offers,10% of respondents
for any other

31
Q8.How do you rate the pricing of products at CMR central?

PARTICULARS No. of audience percentage (%)

Expensive 20 40
Competitive 15 30
Affordable 10 20
Reasonable 10 20
TOTAL 50 100

Chart Title

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Expensive Competitive Affordable Reasonable TOTAL

No. of audience percentage (%)

INTERPRETATION:

From the above study 40% of respondents from Expensive, 30%of respondents from
Competitive and 20% of respondents from Affordable 20% of respondents from Reasonable

32
 Q9. Why do you prefer to shop in CMR central?

No. of percentage
PARTICULARS audience (%)
Availability of adequate stock 10 20
convenience of location and timing 10 20
Offers and discounts 10 20
variety of products 20 40
TOTAL 50 100

NO. OF AUDIENCE

Availability of
adequate stock
convenience of
location and
timing
Offers and
TOTAL
discounts

variety of
products

INTERPRETATION:

From the above study 20% of respondents from Availability of adequate stock, 20% of
Respondents from Convenience of location and timing, and 20%of respondents from offers and
discounts, 40% of respondents from variety of product

33
Q10.What more facility would you like to get at CMR central ?

Facilities No. of audience percentage (%)

Member ship card 0 0
Discount card 20 40
Free parking offers 30 60
Lucky draw 0 0
TOTAL 50 100

160
140
120
100
80
percentage (%)
60
40 No. of audience
20
0
Member Discount Free Lucky draw TOTAL
ship card card parking
offers

INTERPRETATION:

From the data specified, 0% of customers are interested in membership card, whereas 40% are
interested in parking offers, 60% are interested in lucky draw but more than half are interested in
discount card i.e.0% by this we can say that most of the customers prefers to having discount
cards at CMR central.

34
Q11.How often do you ask for assistance from store staff in selecting your purchase. ?

Particulars No. of audience percentage (%)

Almost always 5 10
Frequently 10 20
Some times 15 30
Never 20 40
TOTAL 50 100

NO. OF AUDIENCE
Almost always
Frequently

Some times

TOTAL

Never

INTERPRETATION:

From the above data, we decide that 10% of the customers take assistance from staff always,
whereas 20% take help frequently, 30% have take assistance sometimes, and 40% will not
depend on others. From the collected data, we can say that the manority of the customers take
assistance from the store staff sometimes.

35
Q12.How is overall experience in CMR central?.

No. of percentage
Particulars audience (%)
Excellent 25 50
Good 15 30
Poor 10 20
TOTAL 50 100

Chart Title

160

140

120

100

80

60

40

20

0
No. of audience percentage (%)
Excellent Good Poor TOTAL

INTERPRETATION:

From the above data, we decide that 50%of the customers overall experience in CMR central is
excellent, 30% of the customers overall experience is Good andonly 20% of customers overall
experience is poor. From this we can decide that ,the overall customer satisfaction level is goo

36
Q13.Would you visit CMR central again?

Particulars No. of audience percentage (%)

Sure 30 60
May be 20 40
Never 0 0
TOTAL 50 50

No. of audience

30%
Sure
May be
50%
Never
TOTAL

20%
0%

INTERPRETATION:

From the above table we can conclude that the major numbers of respondents 60% of the
respondents say sure, 40% of the respondents say May be, 0% of the respondents say Never

37
Q14.Do you suggest any one to shop at CMR central?

Particulars No. of audience percentage (%)

Yes 30 60
No 20 40
TOTAL 50 100

Chart Title
120

100

80

60

40

20

0
Yes No TOTAL

No. of audience percentage (%)

INTERPRETATION:

From the above table we can conclude that the major numbers of respondents Yes, 60%, which
comprises of 40%

38
Q15.How do you suggest to CMR central management to making present CMR central to more
attractive?

Particulars No. of audience percentage (%)

To maintain quality products 10 20

Reasonable prices 10 20
Giving more offers and discounts 25 50
Convenience 5 10
TOTAL 50 100

No. of audience

0%10%
10%
To maintain quality products
50%
Reasonable prices
25%
Giving more offers and discounts
5%
Convenience
TOTAL

INTERPRETATION:
From the study it is observed that20% of respondents for To maintain quality products, 20% of
respondents Reasonable Prices, 20% of respondents in Every month, 50% of respondents for
Giving more of offers and discounts, 10%respondents for convenience.

39
 CHAPTER -6

SUMMARY

Cmr central is one of the leading retail chain in India . This retail chain is exemplary in
terms of performance .Many other business leaders have entered in this retail business
seeing the success of cmr central in India. It is one considered epitome of operation and
efficiency excellence in India.It is one of the most successful ventures initiated by
chandana brothers of Future Group. With the success of this retail ,It has expanded its
branches all over the India and now they are planning to venture into foreign land .

The study based on purchasing factors towards cmrcentral.It is important to study the
consumer behaviour on buying the retail products. The main aim of any retail business is
to increase its sales by providing quality products and satisfying customers. Therefore on
studying purchasing factors we come to know that the following factors mainly affects
the customers to buy any product. They are:

 Promotional Activities
 Affective Advertisement
 Offers
 Location of the store
 Quality Products

Therefore the retailers should concerntrate on these particular requirements in order to

increase its sale

40
FINDINGS :

From the responses of 50 customers the findings can be listed as:

As per the findings, all are having the awareness of CMR central. We cansay that CMR
central have good place in the minds of the customers.

It has been found that the 32% of the Respondents come to knowabout the CMR central
through Friends/Relatives References

As per findings, 22% of the Respondents are visits CMR central twicein a week. By this, we
can say that most of the customers are coming to CMR central regularly.

As per findings, 27% of the Respondents are purchasing for thePurpose of Personal
use/consumption only.

As per findings, 25%of the respondents are interested to shopping atClothes.

As per findings, 20% of the respondents prefer to shop in CMR central for variety of products

As per findings, overall experience of the respondents is found to beExcellence as started by

25% of the Respondents, and Good by 15% of the Respondents, Very few rated as poor.

As per findings, as much as 25% of the Respondents to suggest the CMR central to giving
more and discount

41
 SUGGESTIONS:

An attempt has been made to suggest to the CMR central a few measures. These suggestions
have been made within the preview of the data available.

1) The company must go for some more promotional activities rather thanTV,
advertisement, hoarding and news papers.

2) The company has to conduct the periodical meetings with customers andtake their
valuable suggestions.

3) The company may adopt policy of discounts cards and gifts to customerswhile
purchasing the products.
4) The company should provide free parking offers as per the finding

5)Innovative efforts must be launched to improve the position through better marketing
strategies.

42
 CONCLUSION :

The attitude of customers towards shopping mall depends on many variables. Among them,
convenience, price, quality, availability etc.. are more important. Any problem related to
these aspects can build negative attitude towards the shopping mall. So, the owner of the
mall should try to monitor these aspects and take corrective measures whenever something
goes wrong. The research findings presented in this paper can provide in-depth
understanding about the variables that affect the customer’s attitude towards shopping mall
at vizagcity . In addition, a direction for future research is to conduct the similar studies on
other cities of vizag and compare the customers’attitude towards shopping mall among the
different cities of vizag. Another possible direction is to compare the vizag
customers’attitude towards shopping malls with other country’s customers’attitude.

In a general sense, the most important reason for studying consumer behavior is the significant role it plays
in our lives. Much of our time isspent directly in the market place, eating or engaging in other
activities. Alarge amount of additional time is spent thinking about products andservices, talking to friends about
them, and seeing or hearingadvertisements about them. In addition, the goods people eat and themanner in which
they use them significantly influence how they live theirdaily lives. These general concerns alone are enough to
justify our studyof consumer behavior. However, many seek to understand the behavior ofconsumers for what
are thought to be more immediate and tangiblereasons.

43
BIBLIOGRAPHY:

Reference Books

Books name Author/publication

Kotler, Phillip. Armstrong,

PRINCIPLES OF MARKETING.

Websites

 http://www.cmr central.co.in
 http://www.pantaloonretail.in/businesses/cmr central.html
 http://www.scribd.com/doc/41556853/cmr central-4p-Mix
 http://en.wikipedia.org/wiki/Marketing_management
 http://www.pantaloonretail.in

44
QUESTIONNAIRE :

Dear Respondent, as a part of research, a survey is taken up to study theConsumer Behavior

towards the CMR central. Kindly provide the followinginformation

. Name:

Location:

Age:

Occupation

:Gender M/F:

Education;

Income for month:

Q1) How did you come to know about CMR central?

a)Advertisement b)Colleagues references

c) Friends/relatives references d)Any other specify

Q2) How frequently do you visit CMR central?

a) Once in a week b) Twice in a week

c)Once in every 15 days d)Once in a month

Q3) what is the main purpose of purchase?

a)Personal Usage / consumption b)To Gift

45
c) Any other pl. SpecifyQ

4) Which category of Products do you buy most at CMR central ?

a)Food items b)Clothes

c)Electronicsd)Any other pl. Specify

Q5) You prefer to go in CMR central with

a)Family members b)Spouse

c)Friendsd)Others

Q6) Which mall you like the most in the city

a)Big bazaar b)Spencer

c)City centrald)Hyd central

Q7) What is the reason behind purchasing in CMR central ?

a)Good satisfaction over products b)Reasonable prices

c)More offersd)Any others

Q8) How do you rate the pricing of products at CMR central ?

a)Expensive b)Competitive

c)Affordabled)Reasonable

Q9) Why do you prefer to shop in CMR central ?

a)Availability of adequate stock b)Convenience of location and timing

c)Offers and discountsd)Variety of products

46
Q10) What more facility would you like to get at CMR central ?

a)Membership Card b)Discount Card

c)Free packing Offersd)Lucky draw Offers

Q11) How often do you ask for Assistance from store staff in selecting your Purchase?

a)Almost Always b)Frequently

c)Sometimesd) Never

Q12) How is your overall experience in CMR central ?

a)Excellent b)Good

c)Poor

Q13) Would you visit CMR central again?

a)Sure b)May be

c)Never

Q14) Do you suggest any one to shop at CMR central ?

a)Yes b)NO

Q15) How, do you suggest to CMR central management to making present BigBazaar to more
attractive?

a)To maintain quality products b)Reasonable prices

c)Giving more offers and discountsd)Convenience

47