INDUSTRY DETAIL

The first question that must be considered is: what is retail? The word retail is, in fact, derived from the French word RETAILER, which means to cut off a piece or break bulk. A retailer may be defined as a dealer or trader who sells goods in small quantities or one who repeats or relates. Retailing can hence, be considered as the last stage in the movement of goods and or services to the consumers. put simply, any firm that sells products to the final consumer is performing the function of retailing .it thus consists of all the activities involved in the marketing of goods and services directly to the consumers, for their personal, family or household use. The past century has been witness to many changes occurring in our everyday world. Industrial and technological growth has made a significant impact on our lives as consumers. One such industry, which has made a phenomenal impact on our daily lives, is retail. This industry touches our lives as end consumers, by providing us with the products or services that we need. Almost everything we use in our daily lives including the feed we eat, the clothes we wear, and the things we need for our homes or for ourselves, are bought from retail stores. Goods are manufactured all over the world but are ultimately sold to us through these retail stores. India has already proven its mettle as superpower in the arena of

information technology. The retail industry offers to bloom to the same level if conductive environment and support is provided it. Indias one billion populations make the country the second largest in the world in terms of population which is the very basis for successful organized retailing. We should take heart from the fact that most of the worlds successful retail stories in the developed as well as developing countries have shaped up in small towns and villages.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

GROWTH OF THE INDUSTRY

The retail industry is focused on the sale of goods or merchandise from a specific location for direct consumption by the purchaser. North America is the home of most of the worlds largest retailers, since the U.S. dominates the global retailing industry. Not only is the retail industry responsible for two-thirds of the U.S.s GDP, U.S. retail companies have also established a presence on every continent. The largest retail giants globally are Wal-Mart (USA), Metro AG (Germany), Carrefour (France) and Tesco (UK). The industry employs a staggering number of people, and given its rapid proliferation, this number is always on the rise. The backbone of the sector are the operations and supply chain management jobs but there are various other options as well, from sales executives and store managers to merchandise planners and buyers.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

 PERFORMANCE
In todays dynamic and shaky business world, the retail industry is

constantly upgrading itself. With an endless array of customer choices, fierce competitors, pervasive use of the internet, and a complex global economy, retailers need to focus on finding ways to sustain and grow their businesses. Traditional growth models that focused on rolling out more stores and adding more product lines, no longer enjoy the return on investment they once did. Successful retailers are those who are able to adapt and change to the environment and develop new ways of serving customers, respecting the dynamics of current trends and adapting accordingly. The retail industry in India is hailed as a sunrise sector, and is estimated to double in value from US$ 330 billion in 2007 to $640 billion by 2015. In fact, India has topped at Kearney's annual Global Retail Development Index (GRDI) for the third year in a row as the most attractive market for retail investment. The bad news is, despite the fact that India has one of the largest number of retail outlets in the World, organized retail accounts for only 4% of the total market. This makes it especially difficult to apply sophisticated merchandising and sales tools, enhance consumer interaction and also, make very accurate analysis. That said, analysts believe the sector is likely to show significant growth of over 9 % p.a over the next 10 years and also see rapid development in organized retail formats, with the proportion likely to reach a more respectable 25% by 2018.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

 GROWTH POTENTIAL
The key growth areas include the urban, luxury segment on one end of the spectrum and serving the rural sector on the other. In addition, government policy encouraging FDI in the segment has resulted in a plethora of international retailers keen on entering the market; American retail giant Wal-Mart has tied-up with Bharti Enterprises and global coffee giant Starbucks' has tied up with PVR Limited. In addition, Carrefour, Boots and others are also expected to come in. With so much action, it is natural that there is a huge scope for employment opportunities, and experts estimate that the sector will generate employment for ~ 2.5 million people in 2010. The top retail companies in India include the Raheja Group, Reliance Retail, Tata Trent, Future Group, RPG Retail, and Ebony Retail Holdings.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

 FUTURE PROSPECTS
There are many opportunities for those seeking to enter this sector, and entry level positions such as sales executives dont even require a degree. Naturally, the higher order jobs for graduates with relevant degrees and work experience, involve more responsibility, challenges and remuneration. MBAs are increasingly being recruited, which marks a change of HR policy, from the traditional preference to hire those from the FMCG and hospitality sectors. In fact, senior executives in retail such as operations heads are extremely well looked after, and HR consultants believe they are paid in excess of Rs. 60 lakhs.

The good news for graduates is that since the sector is so young and vibrant, career growth happens very rapidly, and these positions are very achievable in a compressed time period. Successful candidates across all levels are those who are dynamic, able to multi-task and are equipped with great communication skills.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

TOP TEN RETAILERS WORLDWID

Rank Retailer No of stores

owned 1 Wall-Mart (USA) 2 3 4 Carrefour Group (France) The Kroger Co. (USA) The (USA) 5 Royal (Netherlands) 6 7 8 Metro AG (Germany) Kmart Corporation (USA) 2169 2105 AHOLD 7150 Home Depot, 8130 3445 Inc. 1134 Stores Inc. 4178

Sears, Roebuck and Co. 2231 (USA)

9 10

Albertson's, Inc. (USA) Target Corporation (USA)

2512 1307

TABLE NO 1
6

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

GLOBAL RETAILING

Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain - connection the bulk producers of commodities to the final consumers. Retailing covers diverse products such as foot apparels, consumer goods, financial services and leisure.

A retailer, typically, is someone who does not affect any significant change in the product execs breaking the bulk. He/ She is also the final stock point who makes products or services available to the consumer whenever require. Hence, the value proposition a retailer offers to a consumer is easy availabilities of the desired product in the desired sizes at the desired times.

Many retailers did globalize, and some succeeded. Yet many more retailers, especially U.S.-based retailers, struggled and failed to find the holy grail of globalization.

Indeed, the retailing industry is littered with the charred remains of investments that drained cash from the bottom line. Retail behemoths were humbled by poorer, technically unsophisticated local companies that simply knew their customers better. They were sideswiped by financial crises in such disparate locations as Argentina, Indonesia, Russia, and Mexico. So is there still hope for retail globalization? The answer is yes.
SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

Despite the many failures, there are also many successes. The factors that drove enthusiasm in the past have not disappeared. Emerging markets still represent the greatest hope for increased spending power, home markets are still laden with excess capacity and slow growth, and big retailers still have much to offer consumers in emerging countries.

In the developed countries, the retail industry has developed into a fullfledged industry where more than three-fourths of the total retail trade is done by the organized sector. Huge retail chains like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have now replaced the individual small stores. Large retail formats, with high quality ambiance and courteous, and well-trained sales staff are regular features of these retailers

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

A COMPARISON BETWEEN MALL AND LOCAL STORES

Particular Price

Mall store Expensive Average Wide range Regularly given by the malls Provided by the mall like game zone, cinema etc. Events Events ar e he ld on th e re gu lar ba sis

Local

Product availability Discount/schemes

Limited range due to the space No discount/scheme available No familiarity with malls because employees are change at some period of time

Entertainment facility

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

No any kind of entertainment at local shop No any kind of

Due to the constant shopping from one shop familiarity with the shopkeeper

. available in the mall

A.C. available in some of the shops

T A B L E N O 2

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 0

DEMAND DETERMINANTS IN RETAIL INDUSTRY

PRICE
Price is an important element in the marketing, as customers are very price sensitive. Pricing is of different kinds such as maximum retail price, promotional price, odd price etc. If pricing is innovative and exclusive and offering the right value to the buyers, it will bring in more and more customers and help the retailer to retain them as well. INCOME The retailer needs to have a clear idea about the average household income and distribution of this income in the area. This is very essential as level of income largely determines the kind of retail facilities required. For example in a locality, where average income is lower a high fashion retail store is unlikely to succeed. Not only income but the level and type of employment also could indicate the preferences that the population may have for certain products or services.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 01

KEY Things IN RETAIL INDUSTRY

TECHNOLOGY
Over the years as the consumer demand increased and the retailers geared up to meet this increase, technology evolved rapidly to support this growth. The hardware and software tools that have now become almost essential for retailing can be into 3 broad categories.

CUSTOMER INTERFACING SYSTEMS

BAR CODING AND SCANNERS Point of sale systems use scanners and bar coding to identify an item, use pre-stored data to calculate the cost and generate the total bill for a client. Tunnel Scanning is a new concept where the consumer pushes the full shopping cart through an electronic gate to the point of sale. In a matter of seconds, the items in the cart are hit with laser beams and scanned. All that the consumer has to do is to pay for the goods.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 11

PAYMENT Payment through credit cards has become quite widespread and this enables a fast and easy payment process. Electronic cheque conversion, a recent development in this area, processes a cheque electronically by transmitting transaction information to the retailer and consumer's bank. Rather than manually process a cheque, the retailer voids it and hands it back to the consumer along with a receipt, having digitally captured and stored the image of the cheque, which makes the process very fast. INTERNET Internet is also rapidly evolving as a customer interface, removing the need of a consumer physically visiting the store.

OPERATION SUPPORT SYSTEMS

ERP (ENTERPRISE RESOURCE PLANNING) SYSTEM

Various ERP vendors have developed retail-specific systems which help in integrating all the functions from warehousing to distribution, front and back office store systems and merchandising. An integrated supply chain helps the retailer in maintaining his stocks, getting his supplies on time, preventing stock-outs and thus reducing his costs, while servicing the customer better.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 21

CRM (CUSTOMER RELATION MANAGEMENT) SYSTEMS The rise of loyalty programs, mail order and the Internet has provided retailers with real access to consumer data. Data warehousing & mining technologies offers retailers the tools they need to make sense of their consumer data and apply it to business. This, along with the various available CRM (Customer Relationship Management) Systems, allows the retailers to study the purchase behavior of consumers in detail and grow the value of individual consumers to their businesses.

APS (ADVANCED PLANNING AND SCHEDULING) SYSTEMS APS systems can provide improved control across the supply chain, all the way from raw material suppliers right through to the retail shelf. These APS packages complement existing ERP packages but in some retail stores only. They enable consolidation of activities such as long term budgeting, monthly forecasting, weekly factory scheduling and daily distribution scheduling into one overall planning process using a single set of data. Leading manufacturers, distributors and retailers and considering APS packages such as those from i2, Manugistics, Bann, MerciaLincs and Sterling-Douglas.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 31

MALL CULTURE IN INDIA

IMAGE NO 1

IMAGE NO 2 Modernistic outlook, Ultra hip architecture, air conditioned interiors, this is the battleground of the brands and lifestyle fighting for consumer, attraction this is the world of the all new mega mall culture in India.
1 41

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

This is the present Indian retail scenario that is attracting both the domestic and international investors to capitalize on this great Indian market scene , its ever growing customer base and their spending potential, and the customers never ending pursuit of good things in life controlled by a major limiting factor: time ,makes the mall culture more acceptable. The purchasing power of the consumer is on a constant rise (maybe on a decline now due to world financial crisis),this in turn leads to a better adaptability of the people to the one roof multidivisionary market place which is presented in the form of these malls. It is not only the metros that boasts of these malls but the majority of the mall presence is seen in the once village pockets present around them. The once quite cities of gurgaon, noida, pune are now the leading centers for malls because of their close proximity to the metros and also because of the major contribution from a steady population of rich agrarian community .These once small farmlands are now the main centre for educational institutions and IT parks and has huge potential of accommodating the SEZs, this popularity rings a winning bell for the mall culture as the youth consider it as a good, trendy place to hang out and the brands displayed their directly or indirectly influence their purchasing choice, whereas the working professionals prefer the mall as it fits in their time frame and increases their accessibility to different products in a short period.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 51

Malls,

the

new

playground

of

consumerism

are

cropping

up

almost everywhere. These malls are redefining the old ways of shopping .Gone are the days of compromises and pseudo satisfactions. Now comfort, luxury, satisfaction and a happy shopping experience are the few main factors which all the malls are building their motto on. The dazzling discounts, the larger than life feel and the comfortable bargains ensure the satisfaction of the typical Indian shopper, leaving both the parties satisfied.

The choice of quality and quantity is what keeps the customer involved in shopping ,this basic principle is applied in the malls where the choice between the products is always maintained by the already established and accepted brands and the wannabe brands, in the end of the day the key to market success lies in the hands of the customer and from the customers point of view the mall represents a battlefield for the various brands which ultimately works towards his own maximum satisfaction. Hence the promotion of the mall culture is good in terms of brand promotion also.

While the new age consumer is slowly getting accustomed to the mall culture, the owners of the malls are also busy planning the erection of the glass and steel futuristically designed malls. The commercial as well as the residential real estate business is also following an upward trend, thanks to the popularization of malls. The range and scope of the economic activity generated from mall culture promises many things to many people.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 61

But still there is a majority of public which believes in the traditional way of shopping and is not comfortable with the idea of mixing shopping with entertainment. A large majority consider malls as a place to buy just sophisticated apparels and not a place to buy bulk materials like for weddings etc,traditional markets are preferred by loyal customers who form a large percentage of the consumer group. The second major issue is the current global financial crisis which may have an effect on the spending potential of the customers and effect the malls indirectly.

There might be few drawbacks but the popularity of the mall is increasing everyday creating an integrated shopping cum leisure culture. Acceptance of this system in the Indian economy was considered a major obstacle, but the present scenario proves its ideal position.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 71

RETAIL FORMATS IN INDIA

Some of the prevalent relating formats in India include:

IMAGE NO 3

MALLS
Most malls give floor space out to individual shops on lease, and these are enticed by the economies resulting from the sharing of costs. India's largest shopping arcade Spencer Plaza (600,000-sq-ft) in Chennai is an example. In malls like these, the combined brand pull of all outlets is used to create a pull for the mall.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 81

 BRANDED STORES
Exclusive showrooms run by premium brands have been the catalysts in pushing up the Indian retail scenario. This concept is now being used to introduce organized retailing to the second rung towns. Madura Garments has started setting up exclusive outlets in cities THANJAVUR. like TRICHY and

IMAGE NO - 4

IMAGE NO 5

DEPARTMENTAL STORES
Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has its own in store brand for clothes called Stop!.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

1 91

 SPECIALIST STORES
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors. Absence of discounting as a dominant format of retailing in India is a glaring peculiarity. The reasons are two-fold. Unlike most Western countries, Indian retailers have much less bargaining power. They thrive as small store and don't have the clout to negotiate terms with the manufacturers.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 02

STRUCTURE OF THE RETAIL INDUSTRY IN INDIA

UNORGANIZED RETAIL SECTOR

The unorganized retail sector basically includes the local kiranas, hand cart, the vendors on the pavement etc. This sector constitutes about 98% of the total retail trade. But Foreign Direct Investment in the retail sector is expected to shrink the employment in the unorganized sector and expand that in the organized one.

ORGANIZED RETAIL SECTOR

In the organized sector trading is undertaken by the licensed retailers who have registered themselves to sales as well as income tax. The organized retail Sector have in their ambit, corporate backed hypermarkets and retail chains. The Private large business enterprises are also included under the organized retail Category. The organized retail sector can be further subdivided into:

INSTORE RETAILERS
This type of retail format is also known as the brick and mortar format. These retail stores are in the form of fixed point sale outlets. They are specially designed to lure the customers. There are different types of stores through which the instore retailers operate. Branded Stores appear in the form of exquisite showrooms. Here the total range of a particular brand is available and the quality of the product is certified by the government.
SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 12

There are also multi brand specialty stores that sell a series of brands so that the consumer can choose from the wide array of brands. Department stores have a large number of brands and products catering to all basic needs to luxurious items as well.

Supermarkets

are

basically

self

service

retail

stores.

Discount

Stores

offer commodities at reduced prices. In Hyper Marts customers have wide variety of products to choose from and they are also available at discounted rates. Convenient stores are located in prominent places within the reach of majority of the customers and do not operate in stringent work hours. Shopping Malls are a storehouse of a large variety of retail shops situated close to each other.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 22

Major players in the Industry

Big Bazaar Big Bazaar is a chain of department stores owned by the Pantaloon Group (Future Group)and headed by Kishore Biyani and headquartered at Mumbai. It offers all types of household items such as home furnishing, utensils, fashion products etc. It has a grocery department and vegetable section known as the Food Bazaar and its online shopping site is known as FutureBazaar.com. The real estate fund management company promoted by the Future Group expects to develop more than 50 projects across India covering a combined area of more than 16 million sq. ft. On April 1 2007, Big Bazaar had to shut its outlets in Mumbai as the 120 retrenched employees called a strike with the support of Bhartiya Kamgar Sena (the trade Union wing of Shiv Sena). Later the management agreed to reinstate the sacked workers.

Reliance Retail Reliance claimed last year to start a retail chain that will be unique in size and spread, will lead to the welfare of one and all ranging from Indian farmers, manufacturers and ultimately consumers. It is known as Reliance Retail Ltd.(RRL) and is a 100 percent subsidiary of Reliance Industries Ltd.(RIL). Soon after the Bharti-Wal Mart tie up, there was the news that RIL (Reliance Industries Ltd.) Chairman Mukesh Ambani met Commerce Minister Kamal Nath to discuss the apprehension of cheap imports from China. Reliance Retail has plans to open 4,000 outlets across 1,500 towns for an investment of $5.6 billion. Reliance is not away from agro-business. According to Buddhadeb Bhattacharjee, Chief Minister of West Bengal, Reliance will hold demonstration farming, produce good quality seeds and give inputs to farmers. Its most significant participation has been in the food procurement business in Madhya Pradesh and Punjab.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 32

Pantaloons Retail:
Pantaloon Retail India Ltd, is Indias leading retail company with presence across food, fashion, home solutions and consumer electronics, books and music, health, wellness and beauty, general merchandise, communication products, E-tailing and leisure and entertainment. Headquartered in Mumbai (Bombay), has over 450 stores across 30 cities in India and employs over 18,000 people. Pantaloon founded by Mr. Kishore Biyani. The company owns and manages multiple retail formats catering to a 37 wide cross-section of the Indian society and its width and depth of merchandise helps it capture almost the entire consumption basket of the Indian consumer. Founded in 1987, as a garment manufacturing company, Pantaloon Retail forayed into modern retail in 1997 with the opening up of a chain of department stores, Pantaloons. In 2001, it launched Big Bazaar, a hypermarket chain, followed by Food Bazaar, a supermarket chain. It went on to launch Central, a first of its kind, seamless mall located in the heart of major Indian cities. Some of its other formats include, Collection I (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationeries), all (fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its retailing venture, futurebazaar.com.

In India's chaotic markets, Kishore Biyani is the unchallenged king of retail. He has the knack of catching rivals off-guard and striking where it hurts most. And now that he's set himself the task of retaining control of the largest retail space in the country, he won't let anyone - suppliers or international promoters included - catch him slacking. The latest to face the wrath of the 43- year-old is South African hypermarket Shop rite, which opened shop in Mumbai last month through a franchise agreement with local company Normal Lifestyle.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 42

7 PS OF MARKETING USED BY THE MALL FOR THE CUSTOMERS

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 52

DIAGRAM NO 1

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 62

 PRODUCT

A product is anything that can be offered to a market to satisfy a want or need Product that is marketed includes physical goods, serves, experience, events, persons, places, properties, organization information and ideas.

Marketers have traditionally classified the products on basis of characteristics durable, tangible and use i.e. consumer or industrial.

Different malls of the Rajkot offered wide range of products. Isckon mall, mega mall, pantaloon, west side these are the stores that provides latest and innovative, fashionable product to the customers. I think these products are not available in the local Rajkot market. For garments and others accessories Dharmendra road and Gundawadi is the preferred choice for the Rajkotians. So in comparison with this local unorganized retail, malls provide wide range, qualitative products to the customers.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 72

PRODUCT MIX Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions to a company's product mix include width, length, depth and consistency. WIDTH The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix.

LENGTH Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 82

DEPTH Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line.

CONSISTENCY Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

2 92

 PRICE The best way to get and keep customers is to constantly figure out how to give them more for less. Price is not just number on a tag or an item it goes by many names. Prices are all around us. As far as product sold any malls are concerned, any branded product are sold at their Maximum Retail Price (MRP), on which they get some percentage of margins from manufactures. One customer class is who takes the decision after showing the price of the product and this customer class is middle class family. Discount and schemes offered by the most of the mall shops and mall for example campaign of the big bazaar SABSE SASTE 3 DIN on 25
th

Jan to 27

th

Jan. so more customers entry at this time. Some customers are feared about the price of the malls that prices of the malls are as high as compare to local stores. But I observed that price of the products are proper according to the quality. Price of the products is focus on the customer segments and according to that product quality is there. For example customer class of the OPTION and customer class of the TQS are obviously different and according to product price are set by the malls.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 03

7 TIPS IN SETTING YOUR PRICES

KEEP YOUR PRICES REALISTIC. A realistic price is the price you set after taking into consideration various factors: the direction of your business, your cost structure and expenses, your resources and financial goals. Avoid setting your prices based on what everybody is charging. What is right for your competitors may not be profitable for your business. After all, their goals, strategies and financials may be different from yours. Research your competition and see what they are charging, but do not copy their pricing structure just to charge what everybody else is charging. Set your prices based on your own situation.

COVER ALL YOUR COSTS. The price of your item should cover the costs associated with it, its contribution to the overhead, and profit. A successful pricing strategy is one that results in the most dollars after all your costs are met. Be careful in setting your prices too low: while it may attract a large sales volume, you may not be making enough revenue to cover the costs of selling the merchandise. If you set your prices too high, your sales volume may be so low you can't cover operating expenses.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 13

CHECK YOUR PRICES AGAINST INFLATION. Your prices must keep up with inflation. Inflation increases your cost of doing business, with the prices of your materials, overhead and other costs increasing. If you maintain your prices despite rising inflation, you will erode your profit margin. Allow your business to increase your prices at least once a year, but give your customers sufficient warning about the price increase. Once youve established your policies, constantly monitor your prices and operating costs to insure profit.

INCLUDE IN YOUR PRICING THE VALUE OF YOUR TIME. Avoid committing the mistake of not including a salary for yourself, particularly if you are operating a service business. Your time is valuable, and you need to compute it in your pricing structure.

CUSTOMERS ARE NOT ALWAYS LOOKING FOR THE LOWEST PRICE. Price is not always the topmost concern of customers. There are many customers who do not mind paying higher prices, particularly if they know that they are purchasing exclusive merchandise, or your business is located in a convenient or high-end location. Many customers are willing to pay premium prices quality service: speedy delivery; helpful and friendly customer excellent product knowledge, or satisfaction in handling complaints. for relations;

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 23

PRICE LOW, BUT SMART. A common pricing strategy for small business, particularly new entrants into the market is to price low just to get the work. By pricing low, the aim is to penetrate the market and get as much repeat business. However, be aware that pricing low can have adverse repercussions on your business. First, a low price may signal a low quality product and service. Be careful in setting prices too low. Second, it may be difficult to raise prices later on once customers are accustomed to your low prices. Third, your start-up business is yet to develop economies of scale that makes it hard to compete on price.

USE DISCOUNTS WITH CARE. Offering discounts is a good strategy for encouraging repeat/bulk orders, bundling sales, and early payment of customers. Discounts also allow you to more quickly sell products with vanishing opportunity -- e.g. products with sell-by dates, seasonal and quick obsolescence like fashion and technology.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 33

 PLACE Place of the mall where customers are going to visit is nearby city and
transportation facility easily available. Malls in Rajkot located at the 150 ring road and all the facility like parking , transportation are available on this malls.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 43

 PROMOTION
The promotional tools of marketing are,

Advertising Sales promotion Public relation Direct marketing ADVERTISING

Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identifying sponsor. While designing an advertising program the marketing manager must ask him certain questions. Viz the 5ms marketing to attract maximum customers and increase sales and get profits.

Mission - What are the objectives? Money- How much should be spent? Message- What message should be sent? Media- What media should be used? Measurement- How should the results be evaluated? The mission of any mall authority is to attract more customers and increase sales and profits. The advertising media used for promotional purpose are newspapers like TOI, SANDESH, and local newspaper.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 53

SALES PROMOTION Sales promotion is a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term designed to stimulate quick or greater purchase of particular products or services by consumers or the traders. Major consumer promotion tools used by malls are as follows: Free product on certain purchase Gift vouchers Lucky draw Give promotional schemes like 3 kg. Sugar free on purchase of Rs. 799 and 2 liter oil free on purchase of Rs .999. Get shirts of Rs. 499 and above now in only Rs. 299 for 3 days only. Promotion of products are done by two ways:

1. Above The Line Activity 2. Below The Line Activity

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 63

ABOVE THE LINE ACTIVITY

DIAGRAM NO 2

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 73

BELOW THE LINE ACTIVITY

Below The Line Activity

Announcement

Visual Marketing

On Floor Schemes

Offer for limited period

Specia Offers

Lucky draws & events

DIAGRAM NO 3

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 83

 PEOPLE
The people are the most important asset of an organization. Wal-Mart says Our people make the difference Hence, an organization needs technology, capital, and investment but importantly is they need a powerful human resource. There are malls marketing, operation event managers are ready to attract the customers and important thing for customer is customer help desk available at malls.

The manager has certain responsibilities to fulfill such as: Manage & monitor the staff. Product arrangement should be attractive, good schemes offered, cleanliness of the store. The employees training, to their sales, to their customer handling, manners, performance Appraisals etc have to check. Most important is customer interaction, handling their complaints.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

3 93

 PROCESS

Step 1: The customers have to park their vehicles systematically in the parking zone and there in, give their belongings on the entry gate collect a coupon/coin from security guard. Step 2: As they enter inside the store, numbers of shops are available in the mall and they visit the difference shops for shopping.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 04

 PHYSCIAL ENVIRONMENT

The infrastructure & the ambience of malls are really good. The mall customers are satisfied with the location, place, services, facilities etc.

Malls are air-conditioned and wide infrastructure available for the customer is quite good as compare to local store. This type of facility cant be provided by local stores

All basic and required facilities are provided by malls to the customers In addition restaurant and game zone are available at the malls. We take an example of ISCKON mega mall 3
rd

floor is totally for entertainment so who

tired after shopping they can visit the entertainment zone. Mall has a good parking facility in the basement and near the store. The malls internal arrangements are pretty good, where the products are arranged systematically in proper shelves. It has cameras fit inside the store as well it has good music going on.

It is lighted properly, free air, sufficient space for shop and centrally A.C. Customer can see the products itself and this type of facility not available at local store

Overall the ambience and infrastructure of malls are nice and comfortable for Customer.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 14

PORTERS FIVE FORCE MODEL

DIAGRAM NO 4

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 24

PORTER'S FIVE FORCES MODEL

Porter's five forces is the model to analyze die industry. It contains the five forces applicable to any industry. The collective strength of these forces determines the ultimate profit potential in the industry, where profit potential is measured in terms of long-run return on invested capital. The stronger each of these force is the more companies are limited in their ability to raise prices and earn greater profits.

THREAT ENTRANTS

TO

THE

NEW

They typically bring new capacity, a desire to gain market share, and substantial resources- Therefore; they are threats to an established corporation. The threat of entry depends on the presence of entry barriers and the reaction that can be expected from existing competitors. An entry barrier is an obstruction that makes it difficult for a company or an industry. In the Indian retail industry is still at the initial stage. Here the big shopping malls have just started to deliver the shopping experience. Even tough to set up shopping mall require high floor space and thus high capital. On the other way new entrant can compete with the shopping malls by establishing departmental stores. Thus to establish the retail departmental store require much less capital than that are for shopping malls. Thus this force possesses the moderate threat of the new entrants.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 34

 RIVALRY AMONG EXISTING FIRMS

Rivalry

is

amount

of

direct

competition

in

an

industry,

m,

most

industries, corporations are mutually dependent. A competitive move by one firm can be expected to have a noticeable effect on its competitors and thus may cause retaliation or counter efforts. ''..In the retail industry, there are emerging shopping malls which give a fierce competition to the local departmental store. Shopping malls provide consumer heavy discount, offer shopping experience and value for money shopping. While on the other hand, the Kirana stores have a benefit of convince, have good relationship with their customer and they also offer informal credit to its loyal customer.

THREAT OF SUBSTITUTE PRODUCTS OR SERVICES

Substitute products are those products that appear to be different but can satisfy the same need as another product. According to Porter, "substitutes limit the potential returns of an industry by placing a ceiling on the prices firms in the industry can profitably charge." In retail industry, the retailer is the last form of the distribution network for a company. But some companies try to adopt newer methods of promotional methods like the use of e-tailing using the internet. Also some companies like Amway, Eureka Forbes are using direct marketing through the use of its sales representatives in order to bring down the distribution cost and to have a direct contact with the customer.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 44

 BARGAINING POWER OF THE CUSTOMERS

Buyers affect an industry through their ability to force down prices, bargain for higher quality or more services, and play competitors against each other. A buyer or distributor is well powerful if some of the following factors hold true:

A buyer purchases large proportion of seller's product or service.

Alternative suppliers are plentiful because the product is standard or undifferentiated. Here also in retail industry the customer possesses moderate bargaining power because the product is standardized and switching cost for the customer is less. Also the goods are available by the other local shops even.

BARGAINING POWER OF SUPPLIERS

Suppliers can affect an industry through their ability to raise prices or reduce quality of purchased goods and services. Bargaining power of the suppliers plays an important role to determine profitability of the firm. in this case right now the super malls possesses very low/moderate bargaining power because people are not habituated to buy from super malls but in future when people start to shift to super malls them it will have very high bargaining power. Thus by such a way super malls have stronger force in the near future. In retailing, the bargaining power of the retailers depends upon the demand of the products in the market. Also, big retailers who have a high stock turnover can bargain for a high price, for example Wal-Mart.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 54

GROWTH OF CITIES
HIGH GROWTH CITIES AHMEDABAD JAIPUR AHMEDABAD JAIPUR EMERGING CITIES THIRUVANATHPURAM JAMSHEDPUR AMRITSAR BHUBANESHWAR NAGPUR VISHAKHAPATANAM AGRA GOA JALANDHAR MANGLORE KANPUR POTENTIAL CITIES PATNA SONEPAT VARANASI VIJAYWADA MEERUT RANCHI RAJKOT GUWAHATI JODHPUR SRINAGAR JAMNAGAR MADURAI

TABLE NO - 3

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 64

PEST ANALYSIS

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 74

 POLITICAL ANALYSIS

At present, foreign direct investment (FDI) in pure retailing is not permitted under Indian law. In 1993, the finance minister Dr MANMOHAN Singh had changed the law to permit FDI in retail trade. Dairy Farm, a multinational corporation entered India on that opening. But, the next finance minister, P Chidambaram, to curry favor with the Communists in die then United Front government, changed the law again in 1996 to ban FDI in retail trade, but as with every Indian law there is a loophole by which foreign retailers can (and some do) operate in India through local franchises.

What is then the answer to the question: should FDI in retail trade continue to be banned?

The answer is obviously 'no,' especially, after the World Trade Organization's Doha Round of talks. The WTO mandate now requires that India lift the ban or face WTO's 'cross-retaliation' measures, such as withdrawal of tariff and trade privileges that are available to India under the new General Agreement on Tariffs and Trade.

The track record of crying wolf of these Leftists and SWADESHITES is pathetic. In December 1990, I had as Union commerce minister led the Indian delegation to participate in final Uruguay Round to consider the new GAIT draft.

I had announced then that India would sign the new GATT agreement after the DUNKEL draft was adopted. There was howl of protest in Parliament from the Left and those with Socialist or SWADESHI pretensions. India would become a colony again, agriculture would be laid barren and industry wiped out, they warned.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 84

But in the end did the worst happen? On the contrary, during the ten years since the signing of the new GATT, thanks to private initiative, India has become an IT superpower. This was made possible because of foreign funds seeking research on the Y2K problem-

As we did during the last ten years, if instead the Union governments that have come and gone had spent money on

R&D, and concentrated on providing world-class infrastructure and modernization of food processing and textile industry, India could have become a developed country by 2010, instead of having to wait now till 2025 or later.

Allowing FDI in retail trade, especially in groceries and garments marketing, is one sure way of doing it. Food processing and textiles will grow very substantially from the linkage effects of a modernized, globalised retail trade that only FDI can ensure.

Indian retail trade is of enormous size ($180 billion), nearly 10 per cent of GDP, employing 21 million persons, which is about 7 per cent of the labor force. It is six times bigger than Thailand and five times larger than South Korea and Taiwan, china.

But

the trade in

India is

fragmented,

unorganized,

un-networked,

and

individually small, The 12 million KIRANA shops are mostly family , About 96 per cent of these shops have 500 sq ft or less of space with limited stock or choice to offer.

A study by the Associated Chambers of Commerce of Industry of India, New Delhi, concluded that at least for the next ten years that will not happen. Thereafter,
SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

4 94

the present fragmented system may get phased out or evolved into more integrated networked units.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 05

This is already happening without FDI. For example, ready-made garments have displaced the family tailor (but not tailoring), horse buggies or togas have made way for the automobiles (but not reduced travel), and DHARAMSHALAS have been replaced by hotels (but not the cuisine).

Modem retailing is designed not only to provide consumers with a wide variety of products under one roof, but also of assured home delivery and information feedback between consumers and producers. A modem retail outlet will also make it easy to buy cum credit and provide for servicing and repair of products sold.

With IT application, the modem retail store can cut transaction costs such as due to inventory, delivery and handling. That is precisely how the US based Wal-Mart grew to be a giant because it reduced its distribution costs to 3 per cent of sales compared to 4.5 per cent of others.

Wal-Mart had entered the Chinese market a few years ago (in 1996). Now it wants to enter India and bring FDI to set itself up to network in India.

India is today the only major economy that still does not permit FDI in retail trade. In China, 35 of the world's top 70 retailers have already entered and set up business. They have helped boost exports. Wal-Mart alone exported in 2002 about $12 billion worth of goods- These retailers source their goods from inside China.

India is targeting for its GDP to grow by 8 to 10 per cent per year. This requires raising the rate of investment as well as generating demand for the increased goods and services produced. Exports are one way of generating that demand. Encouraging private consumption expenditure is another way.
SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 05

These retail giant houses can bring their better managerial practices and ITfriendly techniques to cut wastage and set up integrated supply chains to gradually replace the presented disorganized and fragmented retail market. According to McKinsey, India wastes nearly Rs 50,000 cores in the food chain itself. These international retail outlets can help develop the food processing industry which requires $28 billion of modem technology and infrastructure.

As India's urbanization grows, these modern food delivery systems are required. Foreign companies want to come in, and we need their money and techniques to prepare our transition to the inevitable globalised market of the future.

FDI in retail trade has forced the wholesalers and food processors to improve, raised exports, and triggered growth by outsourcing supplies domestically. The availability of standardized products has also boosted tourism in these countries.

Hence, time is now for us to shake off the last vestiges of Soviet-style socialism and comply happily with the WTO mandate to permit FDI in retail trade- The Indian consumer and the poor farmer will be the two biggest gainers from it.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 15

 ECONOMIC ANALYSIS

GDP and CPI

The Indian economy grew at an impressive rate in 2008-09 compared with in the previous year; a key driver of this growth was the recovery in agricultural and allied services, which registered decline in the previous year. The compounded annual economic growth rate for the last five years.

UNEMPLOYMENT

Given the large population base and relatively low per capita, unemployment and poverty remain key challenges to future development, particularly as agriculture remains key to providing employment to the rural working population. Estimates put unemployment at 8.8%.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 25

ECONOMIC FORECASTS

However, the contribution from the agriculture is expected to fall in relation to the high comparison base set this year, Inflation is expected to rise marginally in the near term due to increase in the international oil/energy prices.

Unemployment is expected to rise from the present level of 9.2% to around 9.8% by 2006-07 on the back of the labor force growth estimated at 1.8% per annum and employment growth of 1.7% per annum estimated by the planning commission.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 35

 SOCIAL ANALYSIS

RISING INCOME

Over the past decade, India's middle and high income population has grown at a rapid pace of over 10% per annum. Though this growth is most evident in urban areas, it has also taken place in rural markets. Further the number of household earnings above Rs.l50000per annum is about 30 million today and is expected to grow to 80 million by 2007. This growing high income population is triggering the demand for consumer goods leading the proliferation of high quality/high price product.

EXPLOSION OF MEDIA

There has been an explosion in media as well during the past decade. Kick-started by the cable explosion during the gulf war, television has accelerated to a point where there are more cable connections than telephone in Indian homes (225 million Vs.23 million), and about 70 channels are being aired at all times. This media bombardment has exposed the India consumer to the global world.

Lifestyles

of

more

affluent

countries

and

raised

their

aspirations

and

expectations from the shopping experience-they want more choice, value, service, experience and convenience.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 45

CHANGE IN CONSUMER BEHAVIOR

The urban women today are literate and in many cases employed. There is greater work pressure and increasing commuting time. And with a shift in the family structure, nuclear family has become significant component in urban markets. According to recent market research conducted in Bangalore, the share of nuclear family is estimated to be as high as 70%. Besides all these factors, the increase in the variety, quality and availability of products, and higher spending power has led to the growing popularity of super markets.

There has been a change in shopping behavior in urban India over the past few years with consumers looking for convenience. That is, they want everything under one roof and bigger choice of products. With an increase in double income households, people do not have much leisure time and seek the convenience of one stop shopping in order to make best use of their time. They also look for speed and efficiency. Increased awareness has also meant that consumer now seek more information variety, product availability, better quality and hygiene as well as increased customer service. The concept of "value for money" is picking up.

Traditionally children seldom accompanied their parents while shopping for groceries. Shopping for children was confined to festival when dresses were bought for them. But now, because they are pressed for time, working parents prefer to spend as much as possible with their children; this includes their shopping hours also. As malls and super markets offers the option of entertainment along with shopping, longer couple prefer to stop mere. Also driving the retail industry is impulse buying spurred on by high brand awareness.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 55

CONSUMERISM CYCLE

The consumer cycle starts with the industry dictating the market. Eventually over time the distributor becomes an important link between manufacturer and consumer. When the market starts developing and expanding its horizons, retailers turn into the vital link in this supply chain. India is entering in the third stage where retailers control the market. Being the closest chain in the supply chain retailer's benefit, manufacturer spends a lot of money promoting a product, but it is not on the shopshelf consumer wont being able to buy it. Manufacturers also realized that retailers recommendation matter, particularly in small towns where retailers are figures of authority or opinion leader With shopping behavior changing Indian market today desires value-added products and services with good ambience and brands, which only a retailer can provide.

Hence good retailer relations are must. Manufacturers are ready to pay listed fees to get retailer to stock a product, or display charges to place it prominently.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 65

 TECHNOLOGICAL IMPACT

Technology is probably the most dynamic change agent in the retailing industry. The computerization of the various operations in the retail store-including inventory management, billing and payments as well as database(of customers)managementwide spread use of bar coding, point of sale terminals and management information systems(MIS) has changed the face of retailing drastically. Apart from providing retailers with better and timely information about their operations, the technology also performs such tasks as preventing theft (through hi-tech electronic article surveillance system), promoting the store goods and creating a better shopping atmosphere. This is done with the help of closed-circuit television, video walls, instore video networks, and other forms of interactive applications-ranging from CDROMs to virtual reality- to let customers select and buy the products.

They make a customer's life a lot easier by facilitating the use of credit cards, debit cards and smart cards. Toll free numbers have brought about a revolution in consumer ordering and feedback mechanisms. These also pave the way for teleshopping and net-shopping. Emerging technologies also facilitate just-in-time management of certain products within store.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 75

RESEARCH

IMAGE NO 6

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 85

RESEARCH METHODOLOGY INTRODUCTION

Research is common parlance to a search for knowledge. Once can also define research as a scientific and systematic foe pertinent information on a specific topic. In fact, research is an art of scientific investigation. The advance learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Some people consider research as a movement, a movement from the known to the unknown. It is actually a vogue of discovery. We possess the vital instinct of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research.

According to Redman and MORY research is systematized effort to gain new knowledge

According to Clifford woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

5 95

According to D. SLESINGER and M. STEPHNESSON in the encyclopedia of social sciences define research as the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art

Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. It is pursuit of truth with the help of study, observation, comparison and experiment. In short, the research for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach concerning generalization and the formulation of a theory is also research.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 06

OBJECTIVE OF THE STUDY

To investigate the customers view about the mall culture.

Identify the presence of mall culture is beneficial for customer or not

To identify the prons and cons of mall culture.

To know, what is the reason behind shopping from malls

Customers are satisfied with malls price, product and all the things which directly affect to the customer.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 16

RESEARCH PROBLEM

The `first and foremost step in the research process consists of problem or opportunity identification. A researcher must find the problem and formulate it so that it becomes susceptible to research. Like a medical doctor, a researcher must examine all the symptoms correcting a problem. Before he can diagnose correctly.

To define a problem correctly, a researcher must know: what a problem is?

In this research I have to find problems as follows: Mall culture in India is accepted by the customers or not Which thing is attract towards the mall to customers Which are the strategy used by the malls

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 26

RESEARCH DESIGN

Exploratory research-the objective of exploratory research is development of hypothesis rather than their testing.

In exploratory research, using Questionnaire as tool, it is explored that how segmentation of customers with different demographic profile is done. Both, Primary and Secondary data is used. Primary data was collected through Questionnaire. The instrument used for the data collection was Ratio &Questionnaire with the sample size of 100 for the study. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 36

DATA COLLECTION
Depending upon the sources utilized, whether the data has come from actual observations or from records that are kept from normal purpose, statistical data can be classified into two categories, (1) Primary data (2) Secondary data

PRIMARY DATA
There are basically three widely used methods for collection of primary data:

Observation Experimentation Questionnaire Interviewing Case study method

Here In this research I used questionnaire as a primary data source.

SECONDARY DATA
Secondary data was collected from internet books, magazines and case studies.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 46

LITERATURE REVIEW

RETELLING THE RETAIL STORY IN INDIA

Retail in India is evolving in a different era compared to the West. And my belief is that it will have its own course in India. Interestingly, the growth of modern retail is converging with the consumption economy.

Sixty per cent of India is below 30 years of age, a young India that will earn and consume a lot. A young India that is born to democratic parents (has not seen shortages and is more confident), as opposed to socialist parents (have lived in scarcity and were afraid to indulge).

Retail has captured the imagination of the nation. It is all over the business newspapers, television channels cannot seem to have enough of it and now even governments of other countries and multinational players are beginning to notice retail in India. The state of the retail industry is vastly different from when I opened my first departmental store in a quiet street in Kolkata in 1997.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 56

We are in the midst of a retail revolution in India50 malls under operation and 250 more coming up in the next three years. Multiple formats have sprung up across different cities, city landscapes are dotted with malls and customers have problems of plenty as far as deciding shopping destinations is concerned.

Today, retail in India is huge, close to $200 billion, of which organized retail accounts for just $6 billion. This $200 billion should become $300 billion in the next five to six years. This is a time when organized retailing is just getting into full steam and the opportunity is huge. Organized retail in India is expected to grow at 40% for the next five years, thanks to the nascent stage of modern retail and the malling of India.

Indian retailers with the right formula face enormous growth opportunities, as consumers become richer, younger and more asp rational than before. Indian consumers are on the march and domestic modern retailers must act quickly to seize this opportunity.

In the past decade or so, rising incomes, with double incomes becoming a norm in urban areas, increased advertising and a jump in the number of women working in the countrys urban centers have made buying more attainable and exciting to a larger portion of the population.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 66

Organized retail, in a nascent phase, will grow at 40% for the next five years

The big challenge in India is the markets heterogeneity

Retailers here must be given a chance to prove themselves before FDI is invited

At the same time, liberalization of trade and increased efficiency in the value chain has made less expensive and higher quality goods readily available. With a young working population and certain sectors like information technology, ITES and retail booming with high salaries, spending is no more taboo, thus leading to more consumption by Indians. In the next 10 years, a significant portion of India (read youth) will be entering the earning and spending phase. The amount they spend will lead to the consumption boom.

The big challenge for the Indian retailing industry is the heterogeneity of the market. It is up to us retailers to evolve with consumers, predict where and what they will spend on, be there and take the highest share of their wallet and use this last leg of the economic chain to build India. At Pantaloon, through our delivery formats, we touch 52% of the customers wallet. My vision is to capture where this new, young and emergent India is going to spend and capture as close to 100% of their shopping.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 76

So far, modern-format retail has scaled up its presence in the metros and a few tierII cities. However, the future will see tier-II and, maybe, even tier-III cities attract more retail outlets. Consumer mindset and behavior is changing in these cities. A growing base of affluent, upwardly mobile consumers have similar needs and desires as their urban counterparts and they are looking for instant gratification. With satellite television, internet and mobile communication available in smaller cities, people are increasingly exposed to how the West lives. Tier-II and tier-III cities present an enormous growth potential over the next five years and are the future of modern retail in India.

It has been perceived that I am against foreign direct investment (FDI) in retailing. Let me begin by stating that I do not oppose FDI in retailing, but am uncomfortable with the haste in opening this sector. The lure of entering one of the last great emerging markets in retail is proving to be too much for large multinational retailers to resist, since their own markets are either barely growing or shrinking.

Foreign direct investment is currently not allowed in retail in India, but pressure has been building on the government from various external agencies to open the sector. There is enough empirical Evidence to indicate that most other governments allowed domestic retailers to gain size before opening up the sector. I believe that Indian retailers too should be given this opportunity and allowed a couple of years to demonstrate what they are capable of.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 86

Every country goes through a demographic boom, when a majority of the population enters the earning and the spending bracket. India is currently going through this and we should utilize it to grow the country, rather than gift-wrap it and allow others to growtheir revenues, profits and market capitalization. If, with organized retail at 3%, India is attractive, at 10% it still will be. But by then it will be a level playing field. Allow Indian retailers to gain size and then open the markets. I do not oppose FDI in retail; I just feel we are opening it a bit too soon. By Managing director Pantaloon Retail (India)

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

6 96

LIMITATION OF THE STUDY

Different person have different mindset so it is difficult to find what they want. In this research some of the limitations are as follows: Sample size cant be taking more because of time limit. Due to the different mindset of peoples, their views towards the mall culture are different.

At the time of fill up questionnaire may be they are gives answer in Hurry so might be answer is wrong

Main limitation is that at the time of family shopping one person in front of family gives view so might be his/ her that is his/her personal view not to all family.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

7 07

DATA ANALYSIS

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

7 17

PERSONAL INFORMATION
Gender: Male female ratio of the respondent of the research

Respondent Male Female TABLE NO 4

Number 27 73

Male female ratio of the respondent

27% Male Female 73 %

CHART NO: 1 INTERPRETATION: According marketing segmentation, gender category affect to the business. Indian and specially Guajarati culture is to shopping with family members in a holiday. Same as in Rajkot, visit of the mall is taken by most of the time with whole family and here respondent is most of the male member because he/she gives view as a view of the family.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

7 27

AGE OF THE RESPONDENT

Age group 18-20 21-24 25-29 30-34 35-35 46-54 55 and above Total

No of customer 21 22 24 11 13 5 4 100 TABLE NO 5

Percentage 21% 22% 24% 11% 13% 5% 4% 100%

Age of the respondent

5% 4% 2 1 % 18-20 21-24 25-29 30-34 1 1 % 24% 35-45 2 2 % 46-54 55 & above

13 %

C H A R T N O
SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

7 37

: 2

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

7 47

INTERPRETATION: Latest fashion is the mantra of most of the youngsters, they are always demanding latest, innovative and different from others. Malls are providing and fulfill their requirements like according to season winter wear, summer wear these types of seasonal clothes and garment are providing by the malls. Here data shows that more number of young age peoples is like to visit the stores and obviously we can show at the day of holiday and Sunday more youngsters visit the stores

EDUCATIONAL QUALIFICATION OF THE RESPONDENT

Qualification 10 pass 12 pass Graduate Post graduate Other Total

No of respondent 15 17 44 19 5 100 TABLE NO 6

Percentage 15% 17% 44% 19% 5% 100%

Qualification of the respondent

5 % 15 % 10 pass 12 pass 1 7 Graduate Post Graduate Others 44%

19%

C H A R T

N O : 3

INTERPRETATIO N 21 century of the India is of youngsters and these youngsters are more educated as compare to ago. Person who visits the mall is qualified and educated. In other words we can say that mall is attract to the more educated peoples.
st

OCCUPATION OF THE RESPONDENT

Job Self employed Satisfactory Business Private job Self employed Total

10 26 21 17 18 8 100 TABLE NO: 7

10% 26% 21% 17% 18% 8% 100%

Occupation of the respondent

8% 10% Job 18% 2 6 % 17% 2 1 % Self employ ed Busine ss Private job self employed Other

C H A R T N O: 4 INTERP RETATI

ON Each and every person is like to visit the store. Also malls are provide wide range of products for kids to senior citizens. All kind of occupied people visit the malls.

INCOME OF THE RESPONDENT (PER MONTH):Income Below 5000 5001-10,000 10,001-20,000 20,001-50,000 50,001-1,50,000 Above 1,50,000 Total No of customer 3 25 35 25 4 8 100 TABLE NO: 8 Percentage 3% 25% 35% 25% 4% 8% 100%

Income of the respondent

3 % 4% 8% Belo 5000 2 5 % 5001 to 10000 10001 to 20000 20001 to 50000 50001 to 15000 Other 3 5 %

25%

C H A R T N O : 5

INTERPRETATIO N Purchasing power of the customer is more important part of the market segmentation. According to classifications of the customer class higher class, middle class, upper middle class, lower middle class these types of customers are visit the store. Income of the customer is directly affected with the purchasing power of the customer.

Que.1 from where do you shop? Shopping destination Shopping mall Retail shop Total No of respondent 53 47 100 TABLE NO: 9 Percentage 53% 47% 100%

Preffered shopping destination

47% 5 3 %

Shopping mall Retail shop

C H A R T N O : 6 INT ERP RET ATI ON

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

8 08

There are different stages for the industry starting from Introduction, growth, maturity, decline. Mall culture in India is on the introductory stage no. of malls are going to open in India, if we talk about Rajkot new malls like crystal mall, CTC mall, reliance mart and recently opened new store reliance fresh. Mall culture is western culture, in India it takes time for accept by the Indian customer class. Out of respondent 53% peoples are like to shop from the local stores or convince stores.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

8 18

Que.2 which things do you keep in mind at the time of shopping? Thing to be consider at No of respondent shopping time Brand name Price A proximity to the mall Product availability Quality Total 12 24 14 24 26 100 TABLE NO: 10 12% 24% 14% 24% 26% 100% Percentage

Things to be consider at the time of shopping

12 % 26% 2 4 % 24% 1 4 % Brand name Price Approximity to the mall Product availability Quality

C H A R T N O : 7

INTE RPR ETA TIO N Perception of the customers is different according to their consumption. Customer give priority to brand name, price, wide range of products, availability of the products etc. behavior of the customers are different person gives priority to brand name another gives priority to quality.

Que.3 what would you like to purchase from a shopping mall? Preferred shopping items No of respondent from mall Grocery Crockery Domestic purpose item Clothes Electronics Gift articles Others Total 22 13 15 27 9 4 10 100 TABLE NO: 11 22% 13% 15% 27% 9% 4% 10% 100% Percentage

Preffered shopping item from malls

4% 10% Grocery 2 2 % 1 3 % 27% 15 % Crokery Domestic purpose item Cl ot he s El ec tro nic s Gif t art icl

9%

es Othe

r s

C H A R T N O : 8

INTERPRETATIO N One of the most important features that attract to the customers towards the mall is wide range of products available at the mall. Different items purchased by the customers from the mall like grocery, crockery etc. among of all the products more preference is given to the readymade garments. According to the customers view malls are the right destination for the readymade garments because wide range of products is available of garments at the mall, also latest fashionable varieties are available as compare to other local stores.

Que.4 what is the reason behind shopping from mall? Reason behind shopping No of customer 34 36 20 10 100 TABLE NO: 12 Percentage 34% 36% 20% 10% 100%

from malls Wide range of products Discount/schemes Branded items Store location Total

Reason behind shopping from malls

10 % 3 20% Wide range of products Discount/sc hemes Branded items Store location

3 6 %

C H A R T

N O : 9

INTERPRETATIO N Mall means wide range of products is available under one roof .different promotion tools are used by the marketing department of the mall, they offered discount/schemes on the products like BUY 2 GET 5 FREE, FLAT 70% DISCOUNT on single garments. More number of respondents reason behind shopping from mall is wide range of products.

Que. 5 which location do you prefer for shopping of clothes/garments? location for the shopping of No of customer garments Reliance mart Big bazaar Crystal Pantaloon Total 40 26 14 20 100 TABLE NO: 13 40% 26% 14% 20% 100% Percentage

percent age
reliance mart big bazar crystal pantaloon

20% 40% 14% 2 6 %

C H A R T N O : 1 0

INT ERP RET ATI ON More number of respondents gives priority to the reliance mart or big bazaar mall. Because number of discount stores are available in the mall. Other options for garments shoppings pantaloon and crystal mall.

Que.6 Do you agree that malls products are available at affordable Prices? Price of the mall product Cheaper Moderate Expensive Total No of respondent 20 37 43 100 TABLE NO: 14 Percentage 20% 37% 43% 100%

Price of the mall product

2 0 % 43%

Chea per Mode rat

3 7 %

Expe nsive

C H A R T N O :

1 1 INT ERP RET ATI ON Different types of factors affecting to the buying decision behavior of the customer. Among of them price is the most important factor and at the time of shopping price is keep in mind. More number of respondents view is that price of the products are expensive. And also say that quality of the produces is quite good in the comparison of price.

Que.7 Does the availability of multi brand affect your buying decision? Attraction Yes No Total towards the No of respondent 68 32 100 TABLE NO: 15 Percentage 68% 32% 100%

branded product

Attraction towards the branded product

32%

Yes No
6 8 %

C H A R T N O :

1 2

INTERPRETATIO N Branded products are preferred by most of the customers. Customers who aware about the brand and use the branded products that customers again want to purchase branded products. Branded products are more qualitative, long life,comfortable,latest trend,design,material,attractive these are the major features of the branded products thats why branded products are preferred by of the customers and also at the time of shopping multi brand affect to most of the customers decision.

Que.8 Did you experience any differentiation in product that is available at Retail store & Exclusive Outlets? Differentiation in product No of respondent at mall and local store Yes No Total 78 22 100 TABLE NO: 16 78% 22% 100% Percentage

Differentiation in product at mall and local sore

22%

Yes No
78 %

CHART NO: 13 INTERPRETATIO N Products are different at retail stores and malls. In the retail store less products available as compare to mall. Wide range of products is available in the mall so definitely there are different products available at mall and retail stores.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

9 09

Que.9 In the comparison of mall v/s local store which thing that attract you Towards the mall/retail store. Comparison of mall v/s No of respondent local store Convince destination Good offers/schemes Wide range of products Product availibity Quality Others Total 5 25 22 16 29 3 100 TABLE NO: 17 5% 25% 22% 16% 29% 3% 100% Percentage

3%

Reason behind shoppin from malls

5% 29% 2 5 %

16% 22 %

Convi ence desti natio n Good offers/sch emes Wide range of product s

C H A R T
SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

9 19

N O : 1 4

INT ERP RET ATI ON Different factors are affecting to the Customers to attract to the customers towards the mall. wide range of products and product quality is the most attracting factors for customers. different parameters are keep in mind at the time of shopping.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

9 29

Que.10 if preference has been asked what are your parameters to prove a shopping mall the best one? Reasons behind shopping No of respondent mall Prices Product exposure Behavior of the staff Others Total 25 42 13 20 100 TABLE NO: 18 25% 42% 13% 20% 100% Percentage

Reason behind shopping malls are the best for shopping

2 0 % 2 5 %

Prices Product exposure Behaviour of the staff other

13%

4 2 %

C H A R T N O : 1

5 INTE RPR ETA TIO N Most of the customer agree with the product exposure is the main reason behind malls are the best one. As compare to local stores more choice is available for the customer.

ANNOVA ANALYSIS

The testing is done taking age and qualification of visit into consideration

Age qualification 10 pass 12 pass Graduate Post graduate Others Total

th th

18-20

21-24

25-29

30-34

35-46

46-54

55and above

Total

3 4 12 0 2 21

3 4 10 4 1 22

2 3 9 10 0 24

2 2 7 0 0 11

1 1 5 5 1 13

1 2 1 0 1 5

3 1 0 0 0 4

15 17 44 19 5 100

TABLENO: 19 TESTING OF HYPOTHESIS Ho: There is no significant difference between the age of the people and qualification of the people. H1: There is significant difference between the age of the people and frequency of visit to the re

ANOVA

Source of Variation Rows Columns Error Total

SS df MS F P-value F crit 119.4286 4 29.85714 4.771689 0.005634 2.776289 80.68571 6 13.44762 2.149163 0.084508 2.508189 150.1714 24 6.257143 350.2857 34

Interpretation:
The null hypothesis of age structure is simply accepted while the hypothesis of education qualification is rejected. Because, table value<calculation value. The above table depicts the relationship of education and its consideration with the respect of mall culture in India. The highest respondent were graduate and from age group between 18 to 24 years.

In the research we show that the age of 25-29frequency of visiting in mall is more, because today every families are educated and more working women. so they dont have time. So they require each and every things in one roof ,it saves time.

The test is done taking preferred items and reasons for buying into visit consideration.
Ho: There is no significant difference between the preferred items and its reason for that preference. H1: There is significant difference between the preferred of items and its reason for that preference.

Preferred Grocery Crockery Domestic Clothes Electronics items reasons Wide range Discount/ scheme Brand items Store location total 22 13 15 27 TABLENO : 20 9 2 1 2 4 0 4 3 3 6 2 8 6 5 7 4 8 3 5 10 3 items

Gift articles 2 11 1 0 4

others

Total

3 5 1 1 10

34 36 20 10 100

ANOVA Source of Variation Rows Columns Error Total SS Df MS F P-value F crit 106.7143 3 35.57143 11.5814 0.000184 3.159908 63.85714 6 10.64286 3.465116 0.018703 2.661305 55.28571 18 3.071429 225.8571 27

Interpretation:
Above table showing the most preferred item of the mall and its available in all ranges in the mall. From the above table we can conclude that in the mall only branded products are available.
And customers are more attracted toward mall because they provide many discount schemes.

The testing is done taking income and price of the products of visit into consideration

Income Price of mall product Cheaper Moderate Expensive Total

5000

500110000

1000120000

2000150000

50001150000

Above 150000

Total

0 1 2 3

3 10 12 25

4 14 17 35

4 10 11 25

2 1 1 4

7 1 0 8

20 37 43 100

TABLENO: 21

Ho: There is no significant difference between the price of the products of the mall and the income level of customers H1: There is significant difference between the price of the products of the mall and the income level of customers.

ANOVA

Source of Variation Rows Columns Error Total

SS df MS F P-value F crit 47.44444 2 23.72222 1.582654 0.25284 4.102821 299.1111 5 59.82222 3.991105 0.029871 3.325835 149.8889 10 14.98889 496.4444 17

Interpretation:
From above calculation of anova table, null hypothesis i.e. .income level is rejected. While hypothesis of price of the products available in mall is accepted. There is inverse or indirect relationship between the income of respondent and the price of the products available in the mall. If price is high respondent will not going to buy product and vice versa. Above table depict that, lets say income level of 5000rs. Respondent stated that in mall prices of products are very expensive comparing to the small local stores. While if we took ,highest income level of 150000rs. Respondent gave mixed responce that price of products are available in mall include cheaper as well as moderate price because their earning income is high so expensive price never matter for them.

The testing is done taking income and location of visit into consideration

Income location Shopping malls Retail shop Total

5000

500110000

1000120000 18 17 35

2000150000 13 12 25

50001150000 3 1 4

Above 150000 7 1 8

Total

1 2 3

11 14 25

53 47 100

TABLENO: 22

Ho: There is no significant difference between the income earning and the preference for shopping in either shopping mall or retail shop. H1: There is significant difference between the income earning and the preference for shopping in either shopping mall or retail shop.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 01

ANOVA

Source of Variation Rows Columns Error Total

df MS F P-value F crit 3 1 3 0.652174 0.456021 6.607891 448.6667 5 89.73333 19.50725 0.002705 5.050329 23 5 4.6 474.6667 11

SS

Interpretation:
Over here, the null hypothesis of income earning is rejected while hypothesis of preference of shopping either shopping mall or retail shop is accepted. From the table, we can say that income is truly depend on the earning and the criteria of selection of shopping mall and retail shop. If we took low level income i.e. 5000rs per month respondent would prefer shopping from small retail shop .

While, if we took high level classification of income i.e. above 150000 choose retail mall for shopping because out of total 8 respondent having income more than 150000 but out of 8, 7 respondent would prefer shopping from retail mall.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 11

FINDINGS

After the research I conclude that mall culture in India is accept by the customers but it takes time to accept.

Generally customers are being a part of over shopping for example if we want to purchase a magi from convince store, we purchase only magi but in the big bazaar we takes more items which we dont want to purchase.

Wide range of products are available under one roof so this is the main benefit for the customers, and they dont need to visit more than one shop for more shopping.

Discount is the main attraction for the customers, after declare the discount on the garments sales is going to increase.

Apparel, along with food and grocery, will lead the organized retailing in India. Malls are springing up in every city and are fast becoming soughtafter entertainment hotspots, with shopping as the by-product. From a situation where there were no malls about a decade ago, the country will have over 300 malls translating to over 100 million sq.ft. in available mall space by the end of 2008.

The Indian Governments initiatives to aid growth in the retail sector are showing very visible results. Investment in world-class infrastructure is expected to be close to USD 150 bn.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 21

The hitherto restricted retail real estate sector was opened up for Foreign Direct Investment in 2005. As a result, malls of international scale and quality are expected to come up;

Mall growth is being seen as a clear indicator of the economic prosperity in India. Significantly, the number of malls in the country has increased at a fast pace. And they are doing brisk business. A trip to the local mall (there will be one in every locality soon!) will bear this out;

From almost no malls existing in the country over a decade ago, there were 96 operational malls in August 2005;

Heres more good news. This phenomenon is not restricted to major cities of the country alone. It has percolated to the Tier II and Tier III cities as well. The contribution of Tier II cities in organized retail sales is expected to be about 20 25% .

Mumbai, Bangalore, Hyderabad, Pune and New Delhi are expected to have nearly 75% of the retail space in the country

Niche, speciality malls, discount malls, highway malls are the new trends

In Rajkot new malls are coming so I conclude that future of mall business in Rajkot is bright for corporate as well as for career
SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 31

SUGGESTIONS

Mall culture in India is from western countries. In the western country retail/ mall industry is on decline stage while in India this industry is growing.

Future of the mall culture is growing so mall must be open in developing area

And this malls are beneficial for the customers who are busy with work they can shopping under one roof

Due to the competition all are want to be best so this is beneficial for the customer they got product qualitative at cheaper rate.

In Rajkot there are many malls of corporate chains like big bazaar, pantaloon, isckon mall, isckon mega mall, west side, na dupcoming malls are reliance mart, reliance fresh, CTC mall and crystal mall these malls are add new facility for Rajkot.

According to me customers should be visit the malls once in a month because different types of schemes are available for the customers but most of the people think that malls are more expensive, if they are visit the mall people can shop at lower price also.

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 41

CONCLUSION

Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a first mover advantage in an upcoming sector.

The potential for the retail industry is experience a drive to move ahead. The cut throat competition is prevailing in the market for the survival and growth. So in order to sustain and distinguish the mall outlets have to go for continuous innovations, adopt new strategies and satisfy the customer through its services.

However, findings suggest that it is important to note the influence of

other dimensions such as Price, which encompasses setting prices for children, as well as offer special pricing in many packages, discounts, special prices for the regulars, promotional prices for new products, preparing local delicacies, and reasonable price. Furthermore, Quality of Service is another dimension that influences customer preference towards mall Likewise

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 51

BIBLIOGRAPHY

BOOKS
o KOTLER PHILIP, Marketing Management, Pearson Education (Singapore) PTE. New Delhi, 12 Edition, 2006, Page No. 466-492. o C.R.KOTHARI: research methodology methods and techniques revised second edition, new age international publishers.
th

o BAJAJ CHETAN, RAJNISH TULI, NIDHI V. SRIVASTAVA, Retail Management, Oxford University Press, New Delhi, 2 Edition, 2005.
nd

WEBSITES
o www.scribd.com o www.retailingmanagement.com o www.economic times.com

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 61

LIST OF TABLES
CHART NO.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

PARTICULAR Top ten retailers worldwide A comparison between mall and local stores Growth of cities Gender: male female ratio of the respondent of the research Age of the respondent Educational qualification of the respondent Occupation of the respondent Income of the respondent (per month) Shopping destination Thing to be consider at shopping time Preferred shopping items from mall Reason behind shopping from malls Location for the shopping of garments Price of the mall product Attraction towards the branded product Differentiation in product at mall and local store Comparison of mall v/s local store Reasons behind shopping mall Anova -1 :the testing is done taking age and qualification of visit into consideration The test is done taking preferred items and reasons for buying into visit consideration. The testing is done taking income and price of the products of visit into consideration The testing is done taking income and location of visit into consideration

PAGE NO.
6 9 45 72 73 75 77 78 80 81 82 84 86 87 88 90 91 92 94 96

21

98

22

100

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 71

LIST OF CHARTS
CHART NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 PARTICULAR Gender: Male female ratio of the respondent of the research Age of the respondent Educational qualification of the respondent Occupation of the respondent Income of the respondent (per month) Shopping destination Thing to be consider at shopping time Preferred shopping items from mall Reason behind shopping from malls location for the shopping of garments Price of the mall product Attraction towards the branded product Differentiation in product at mall and local store Comparison of mall v/s local store Reasons behind shopping mall PAGE NO. 72 73 75 77 78 80 81 82 84 86 87 88 90 91 92

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 81

A PRESENCE OF MALL CULTURE CURSE OR BOON

Part I: Personal information Name: Contact No.(M) Address:Society Road city (R)

Gender: Age: M F 18-20 25-29 35-45 55 or above 21-24 30-34 46-54

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

10 91

[1] What is your educational qualification?

th th

10

pass

12

pass

Graduate Other (specify)

Post graduate

[2] What is your occupation? Professional Business (Firm/Company) Self Employed (Small business) Other (specify) Govt. Service Private job

[3] What is your income per month?

Below Rs. 5000 Rs.5001 to 10000 Rs.10001 to 20000

Rs.20001 to 50000 Rs.50001 to 150000 Other(specify)

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

11 01

Part II: Reviews regarding the research problem ( Mark against the relevant one)

[1] From where do you buy? Shopping mall Retail shop

[2] Which things do you keep in mind at the time of shopping? Brand name Product

availability Price of the product Quality Approximate to the shop

[3] What would you like to purchase from a shopping mall? Grocery Crockery Electronics Domestic purpose items Gift articles Any other Clothes

[4] What is the reason behind shopping from mall? Wide range of products Discount/schemes Branded items Store location
11 11

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

[5] Which location do you prefer for shopping of clothes/garments? Reliance Crystal Pantaloons Big bazaar

[6] Do you agree that malls products are available at affordable Prices? Cheaper Moderate Expensive

[7] Does the availability of multi brand affect your buying decision? Yes No

[8] Did you experience any differentiation in product that is available at Retail store & Exclusive Outlets? Yes No

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

11 21

[9] In the comparison of mall v/s local store which thing that attract you towards the mall/retail store. For mall Convinced destination Good offers/scheme Wide range of products Product availability specify) Quality Other (please specify) For local store Convince destination price familiarity/relation other (please

[10] If preference has been asked what are your parameters to prove a shopping mall the best one? Prices Behavior of the staff (Please specify): product Exposure Any other

SUBMITTED BY: NIGAM CONTRACTOR BATCH: 2011-2013 PARAM IMR, Jamnagar Where EXCELLENCE is an ATTITUDE

11 31