SUMMER TRAINING PROJECT REPORT

ON

“AVERAGE BILL VALUE AND VISUAL

MERCHANDISING OF 1 INDIA FAMILY MART”

1 India Family Mart

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF MASTER OF BUSINESS ADMINISTRATION FROM
DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY , LUCKNOW

Under the guidance of

Mr. Mohammad Sadaf Ahmad
ASSISTANT PROFESSOR
ICCMRT, LUCKNOW
Submitted by
SHIVAM KHARE
Roll No: 1812470123

INSTITUTE OF CO-OPERATIVE & CORPORATE

MANAGEMENT SUMMER TRAINING AND TRAINING
21/467, RING ROAD, INDIRA NAGAR, LUCKNOW-226016

1
 Phone: 2716431, 2716092
Fax: (0522) 2716092
E-mail: [email protected]
Website: www.iccmrt.ac.in

Institute of Co-operative & Corporate Management, Summer

trainingand Training
467, Sector-21, Institutional area, Ring Road, Indira Nagar , Lucknow- 226016
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CERTIFICATE

This is to certify that Mr. SHIVAM KHARE, a student of Master of Business

Administration (MBA) Programme (Batch 2018-20) at this institute has conducted a

summer trainingproject titled “AVERAGE BILL VALUE AND VISUAL

MERCHANDISING OF 1 INDIA FAMILY MART” under my guidance during

the 4th semester. The report has been prepared towards partial fulfillment for the

award of MBA degree from AKTU. The summer trainingproject report is the original

contribution of the student.

The summer training project report is hereby recommended and forwarded for

evaluation.

(MR. MOHAMMAD SADAF AHMAD)

Assistant Professor

2
 DECLARATION

I, SHIVAM KHARE, a student of Master of Business Administration (MBA)

Programme at the INSTITUTE OF CO-OPERATIVE & CORPORATE

MANAGEMENT, SUMMER TRAINING AND TRAINING, LUCKNOW (UP)

hereby declare that all the information, facts and figures used in this summer

trainingproject entitled “AVERAGE BILL VALUE AND VISUAL

MERCHANDISING OF 1 INDIA FAMILY MART” have been collected by me. I

also declare that this project report has been prepared by me and the same has never

been submitted by undersigned either in part or in full to any other University or

Institute or Published earlier.

This information is true to the best of my knowledge and belief.

(SHIVAM KHARE)
Roll No. 1812470123

3
 ACKNOWLEDGEMENT

During working on this topic, I have learned a lot. I would like to sincerely

thank to all the people who helped me to complete this report.

I also acknowledge my gratitude to Mr. Rajeev Yadav (Director, ICCMRT)

who motivated me a lot in carrying out this project. Last but not the least, I am

also desirous of mentioning my profound indebtedness to

Dr. K. Anbumani (Principal, ICCMRT) and my Summer training Project

guide Mr. Mohammad Sadaf Ahmad (Assistant Professor, ICCMRT) for the

valuable advice, guidance, precious time and support he offered. I would also

like to thank all the respondents for giving me their precious time, relevant

information and advice without which I would not be able to complete this

project.

I also appreciate all the respondents who participated in my survey, without

their kind responses to the questionnaire definitely cannot complete this study.

(SHIVAM KHARE)
Roll No. - 1812470123

4
5
 PREFACE

Modern organizations are highly complex ad dynamics systems. They operate under

very turbulent social economic and political environment. They are required to

reconcile several incompatible goals. Conflicting roles and divergent interest they are

also fraught with the use risk and uncertainties, hence tactful management of such

organization to plan to execute guide, coordination and control the performance of

people to achieve predetermined goals. Management has to keep the organization

vibrant moving and in equilibrium. It has to achieve goal which themselves are

changing it is therefore a problem highly complex and ticklish. This information will

be asset to marketing manager in making effective decisions. The summer trainings

are used to acquire and analyze information and to make suggestions to management

as to how marketing problems should be solved.

The objective of this project is to enable the students to understand the application of

the academics in the real business life. I am fully confident that this project report will

be extremely useful to the manage.

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 TABLE OF CONTENTS

S.NO. DESCRIPTION PAGE NO.

Front Page I
Certificate II
Declaration III
Acknowledgement V
Preface VI
CHAPTER 1 Introduction of the topic 1-10
CHAPTER 2 Company Profile 11-46
CHAPTER 3 Objective of the Study 47-48
CHAPTER 4 Research methodology 49-54
CHAPTER 4 Data Analysis and Interpretation 55-78
CHAPTER 5 Findings, Suggestion and Limitation 79-83
CHAPTER 6 Conclusion 84-86
Bibliography 87-88
Annexure 89-92

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 CHAPTER-1

INTRODUCTION

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 INTRODUCTION OF THE TOPIC

AVERAGE BILL VALUE

Average basket size refers to the number of items getting sold in a single purchase. It
is the equivalent of total units sold ÷ number of invoices. Depending on the kind of
business, average basket size can be a very important metric. The increase in average
bill value will in increase the sales and the profitiablity. Average basket size is also
referred as Average Ticket Size.

For example: any consumer has a tendency to buy only one or two toys/games at a
time. At the same time, a toy shop housing all toys from the smallest to the highest
range, may achieve good brand image, customer footfall and profits, but its average
bill value per customer would not increase.

WAYS TO INCREASE AVERAGE BILL VALUE

Increase sale

Go for the add on sale

Take hidden product or services out of shadow

Create weekly or monthly sales challenges

Show them cross selling option and up selling option First focus on customer's need

Focus on conversion

Assist the customer to buy but not to follow them

Focus on selling additional product (coordinate selling)

FACTORS INFLUENCING THE AVERAGE BILL VALUE

VISUAL MERCHANDISING

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Visual merchandising is the art of presentation , which put merchandise into focus. It
refers to anything that can be seen by the customer inside and outside a store,
including displays, decorations, signs and layout of space. The overall purpose of
visual merchandising is to get customers to come into the store and spend money.

Five important element of visual merchandising are:-

• Remember that color is king

• Create a focal point

• Tell a story

• Expose customers to the maximum amount of merchandise

• Use empty space wisely

Visual merchandising consists of mainly two techniques; interior and exterior

displays, also known as in-store design and window displays.

Interior displays

• Store layout

• Mannequins

• Point of purchase display

• Atmospherics

• Light

• Music

• Scent

Exterior displays

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• Window display

• Color

• Graphics, photography and signage

• Seasonal display

• Fashion trends

Color-Blocking refers to wearing blocks of colors. Color-blocking is different than

how people usually dress because the colors in the outfit are considered louder, or
colors that clash.

Color-blocking is thought of as the exploration of taking colors that are opposites on

the color wheel and pairing them together to make interesting and complementary
color combinations

STORE BASIC STANDARD

• Grooming

• Cleanliness and hygiene

• Staff briefing

• Basket Management

• Offer Implementation

CUSTOMER SERVICE

• Customer Interaction

• Customer Complaints & Feedback Program

• Merchandise Return Policy

• Gift Wrapping

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• Baggage Counter

CALCULATION OF ABV

The average bill value is the average purchase made by the buyer that is =total sales
per day/total number of bills made

OR

 It is calculated as Total sales / No of invoices

 For Example: Total number of sales are 800000
 Total number of bills made 314
 ABV = 800000/314 = 2547

FORMULAE

 Average value per piece = store sale/no. of store quantity sold

 Customer conversion = no. of bills/no. of entry
 Average value per bill = store sale/Bill made

TECHNIQUES IMPLEMENTED

 Cross Merchandising OR Cross selling

 Up selling OR Suggestive Selling
 Department Wise Combo Offers

KEEP PERFORMING INDICATOR (KPI)

Date Quantity Sales ABV

10/15/2017 2619 522670 973
10/16/2017 1748 328422 821
10/17/2017 2914 510589 • 768

I 0/18/2018 2716 548323 817

10/19/2017 1390 293376 826
10/20/2017 715 122932 172
10/21/2017 1233 208248 655
10/22/2017 459 87420 190

Visual Merchandising:

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Visual Merchandising is the art of displaying merchandise in a manner that is
appealing to the eyes of the customer. It sets the context of the merchandise in an
aesthetically pleasing fashion, presenting them in a way that would convert the
window shoppers into prospects and ultimately buyers of the product. A creative and
talented retailer can use this upcoming art to breathe in new life into his store
products. Passion for design and creativity are essential to be a good visual
merchandiser. A perfect design process and the ability to create ideas that are different
are required. Awareness of happenings in fashion world is needed so as to keep up-to-
date with the dynamics of the market constantly.

Visual merchandising includes window displays, signs, interior displays, cosmetic

promotions and any other special sales promotions taking place. .

Visual Merchandising is not a science; there are no absolute rules. It is

more like an art in the sense that there are implicit rules but that these also exit to be
broken for striking effects. The main principle of VM is that it is intended to increase
sales, which is not the case with a “real” art. It is one of the final stages in trying to set
out a way that customers will find attractive and appealing and it should follow and
reflect the principle that underpin the store’s image. VM is the way one displays’
goods for sale’ in the most attractive manner with the end purpose of making a sale.
“If it does not sell, it is not Visual Merchandising.”

VM is the art of implementing effective design ideas to increase store traffic and
sales volume.VM is an art and science of displaying merchandising to enable
maximum sale. It is a tool to achieve sales and targets, a tool to enhance merchandise
on the floor, and mechanisms to communities increase ate to a customer and influence
his decision to buy. VM uses season based displays to introduce new arrivals to
customer, and thus increase conversions through a planned and systematic approach
by displaying stocks available. Recently visual merchandising has gained in
importance as a quick and cost effective way to revamp retail stores. A close sister to
visual merchandising is “retail experience”. “Customer experience” looks at the same

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issues around product presentation but from the customer perspective, rather than the
retailer perspective.

Status of VM in India:

Unlike the western countries, where VM receives highest priority in commercial

planning of a product, the Indian industry understands and practice of the concept of
VM is inadequate. With phasing out of quantitative restrictions after the year 2004,
the textile industry will have to compete purely on the competitive edge of the
products and VM will be a helpful tool in projecting the uniqueness of the products
and thereby increasing the market access and sales. It is high time that the Indian
textile and clothing industry, therefore, understands and adopts the scientific
and professional system of VM rather than the traditional practices of display of
products and communication

How Visual Merchandising Helps The Shopper:

Retail professional’s displays to make the shopping experience more comfortable,

convenient and customer friendly by:

 Making it easier for the shopper to locate the desired category and
merchandise.
 Making it easier for the shopper to self-select.
 Making it possible for the shopper to co-ordinate & accessorize.
 Providing information on sizes, color & prices.
 Information about the latest fashion trends by highlighting them at strategic
locations.
 Educating the customers about the product/service in an effective and creative
way.
 Establishing a creative medium to present merchandise in 3D environment,
thereby enabling long lasting impact and recall value.
 Setting the company apart in an exclusive position.
 Establishing linkage between fashions, product design and marketing by
keeping the product in prime focus.

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 Combining the creative, technical and operational aspects of a product and the
business.
 Drawing the attention of the customer to enable him to take purchase decision
within shortest possible time, and thus augmenting the selling process.

Merchandise presentation refers to most basic ways presenting merchandise in an

ordinarily, understandable,’ easy to shop’ and ‘find the product’ format. This easier
format is especially implemented in the fast fashion retailers. Apart from above points
VM also helps in following aspects:

1. Sell by showing and promoting.

2. Create an emotional connect between the viewer and the display.
3. Encourage the shopper to enter the store
4. Get the customer to pause and shop and “shop” the selling floor
5. Establish, promote, and enhance the store’s visual image.
6. Entertain customer and enhance their shopping experience.
7. Introduce and explain new products.

The Importance of Visual Merchandising:

Visual Merchandising is the art of displaying merchandise in a manner that is

appealing to the eyes of the customer. It sets the context of the merchandise in an
aesthetically pleasing fashion, presenting them in a way that would convert the
window shoppers into prospects and ultimately buyers of the product. A creative and
talented retailer can use this upcoming art to breathe in new life into his store
products. Passion for design and creativity are essential to be a good visual
merchandiser. A perfect design process and the ability to create ideas that are different
are required. Awareness of happenings in fashion world is needed so as to keep up-to-
date with the dynamics of the market constantly.

Visual merchandising includes window displays, signs, interior displays, cosmetic

promotions and any other special sales promotions taking place.

Components of Visual Merchandising:

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There are certain things which a retailer needs to take care while proceeding with the
process of displaying his products. These components when combined together in a
proper ratio will make a successful outcome.

Make merchandise the focal point:

The main goal of display is to showcase the products within the overall display area.
Customers give three to five seconds of their attention to window display. The
retailers visual message should be conveyed to the customer in that short period of
time. It should not be like an unsuccessful TV advertisement, where the product is
forgotten altogether and only the concept of the commercial remains in the mind of
the viewer. The arrangement of window display should go with the product and
should not suppress them to make it discernable to the eye.

Right choice of colors is vital:

Color is one of the most powerful tools in the Visual

Merchandising segment. It is a visual perceptual property.
Colors can be associated with emotions, special occasions and
gender. It attracts attention and pulls more customers into the
store. A retailer has to focus on the right choice of color that
would match with the theme of display. It is not possible to
satisfy everyone all the time, but it is possible to cultivate the
taste of customers gradually and purposefully. A right choice of colors in the display
items can turn walkers into stoppers and significantly convert them into customers. It
is therefore mandatory to choose the right color for the right theme of display. A
Halloween display would require black color in the display theme. Valentines theme
should be ruled by red color supplemented with pink and white. A display of babies
accessories should reflect light shades of pink and blue colors. A Christmas display
should contain colors of red, green, gold and silver.

Display themes to appropriately support the product:

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 A theme is a display of sale items of similar categories e.g. a display of kitchen
accessories. Its essential to have themes for all retail displays. They can be romantic,
wild, or capricious, and capture peoples imaginations.
A good theme will lure the customer with a shopping mood into the store. Themes
mainly depend upon the retailer’s imagination and creativity. Focusing on the right
theme rather than creating a display with expensive raw materials is the key to
successful window display. A shoe store theme can be a group of elves buying shoes.
A theme for display of casual wears can be a group of mannequins sitting casually at a
get together in different poses. Related themes will tug the heartstring of the
customers and will pay off.

MIS(Management Information System):

MIS (Management information system) is a system which provide essential

information to the upper level management by the help of software, hardware, human
resource. It provides processed information to the management to take decision. It

Display should complement the retailers other strategies:

The content of the display should complement the in store environment and other
marketing strategies of the retailer. If the retailer has a specific logo, the colors of the
display can reflect the same color of the logo. For e.g. MacDonalds display, the clown
is of the same color, red and yellow as in their logo.
Cleanliness:
Neat and clean arrangement is the foundation of an inviting a successful visual
display. A beautiful display can be ruined by a cracked sign holder or an unclean
display environment. Effective cleaning schedule of showcases and display fixtures is
required.
Change the display settings in frequent intervals:
Changing the arrangement of the displays in regular intervals will initiate new
interest about the products in the minds of the customer. By designing a plan-o-gram
and activating changes frequently one can thus be a proactive retailer.
With globalization and the retail boom, visual merchandising is growing in leaps and
bounds. It is not simply concerned about decorating
17 a store beautifully; but must also
symbolize the brand keeping the target audience in mind.
plays a very important role in decision making process in an organization.

Function of MIS:

 MIS reports which consist conversion ratio in which they compare passed
years walk – INS with present year walk – ins, Sales Vs Stock ratio etc.
 Stock analysis report in which they analyze the age of the stock in the
particular store, and on the basis of which they give discount on saleable stock, slow
moving stock, and non moving stock. (Annexure)
(1) Saleable stocks are those stocks which are 0 to 30 days old.
(2) Slow moving stocks are those stock which are 30 to 60 days old and which are
denoted by green tag.
(3) Non moving stocks are those stock which are 60 to 90 days old are denoted by
yellow tag.
(4) Dead stocks are those stock which are above 90 days old and they are denoted
by blue tag.
 SPTS(Store Performance Tracking Sheet) for finance department.(Annexure)
(1) Number of customers coming in the store.
(2) Number of bill made.
(3) Per bill value.
(4) Conversion percentage.
(5) Individual sales performance.
(6) Stock quantity and value.
(7) Actual sale for the day.
(8) Comparison between last three year/months sales with present years/months
sales.
 Quarterly incentive report and sales report for HR department. It helps to
analyze quarterly target Vs sales achieved. To give incentive for the employees.
 Handbills and SMS reports for sales promotion. In handbills Newspapers and
pamphlets etc. are used. For SMS we collect database of customers from different
stores and send them SMS through the use of bksms software.
 Store score sheets.(Annexure)

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AUDIT: (annexure)

The process of evaluating the condition of stock in EBO (Exclusive Brand Outlet) and
matching the stock with the billed stock in system records. Twice in a month Stock
checks are done, in that Stocks in the system should tally with the physical stock.
Suppose physical stocks are not tally with the system & some articles are missing,
then it will be billed & the money will be deducted equally from every staff including
Manager.

Apart from that other function of audit team is to timely visit the outlets to check
following things:

 Daily Morning briefing sheet

 Daily Store walk
 Grooming of the employees
 Maintenance of card, cash bill and gift vouchers details in register on daily
basis.
 Maintenance of outlet.

INFORMATION TECHNOLOGY:

It takes care of the various problems faced by the outlets in terms of computers. The
maintenance of system is done by the IT department. One more important job of the
IT department is to provide support to the MIS department by collecting daily sales
report from various outlets and making sure that it will be secure and safe by the use
of certain software such as SHOPPERS etc.

RESPONSIBILITY:

The generalized description of internship responsibilities are as follows:

As my internship was of 6 months, so my responsibilities were divided into 3 parts
which are as follow:

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 For 1st & 2nd month as CSA(customer service associate) where my
responsibility is:

 Ensuring customer delight in each interaction

 Maintaining stocks at the store level.
 Helping CRO in achieving their monthly targets.
 Assisting the manager in the implementation of various promotional activities
 Enrolling maximum number of customers onto signet and EMG.
 Display of merchandise within the counters in specified format and its
maintenance.
 Daily counting of stock
 Tracking individual non conversion reasons. Tracking average UCP per item
sold. (Target vs. achievement).
 Making the final bills of all the merchandise selected by the customer. For this
ETP software is used.
 Cancellation /exchange bills: if a customer needs to exchange the product for
any reason, can be changed. The bill can also be cancelled if a customer wants to
make it on some other name.
 Cash maintenance: tally the cash sales of the previous day and write its
denomination, filling the Chillan form and then depositing it to the bank.
 Trying to solve customer complaints.
 Trying to rectify customer’s queries: Like can we change the strap, particular
model is available or not, offer is there or not n etc.
 Trying to improve the sales to fulfill the targets provided by the company. E.g.
influencing/encouraging the customer to take the product by telling its features.
 Building relationship with the customers
 Preparing the gift vouchers report..
 Tally the stocks coming from the stock point.
 Enter the stocks in the system
 For 4th and 5th month:

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 Will be responsible for the complete Store Operations including Opening &
Closing of the Store, Preparing the Report on Daily basis. Chasing Sales Targets,
Supervising & training Store Staff, Visual Merchandising, Security of the store,
Admin & Commercial issues, Reports/ MIS, Inventory/Stock management, Business
Development.
 Manages and controls the operations of the store to ensure that company
standards and expectations are consistently met.
 Manages the operations of the stockroom to ensure new merchandise gets to
the sales floor in a timely manner, goods are received properly and maintains tight
control of all merchandise in stock areas.
 To enter the new stocks in the system by creating new master of the particular
stocks, then our job was also to do the stock inward & outward
 Prepare, manage and upgrade vendor database.
 Tracking and improving operational efficiency of the merchandising team
 Prompt availability of the required SKU
 Maintaining optimum stock levels, guarding against excess inventory, review
of returnable and damaged stocks
 To accurately phase sales, stock, margin, markdown and intake plans and
projections for the brand by week, taking into account historical performance future
trends, prevailing market trends and new store openings, and to structure the buy to
deliver the required level of profitability at minimum risk.
 Ensuring that availability is maintained throughout the product's life and that
re-buys and cancellations are actioned in a timely manner.
 Maintaining a balanced mix of product at all times, and to effectively execute
the agreed exit policy.
 To determine the footage requirement for the department for each grade of
stores so that the optimum range can displayed while delivering the planned returns
per square foot.
 Vendor management and development.
 To conduct the annual review of supplier performance with QA and buying.
 To liaise with vendor base and marketing for promotional activities.
 To pursue and recover all monies due from vendors as a result of performance
penalties or markdown and promotional contributions.

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 Development of subordinates - To ensure that the skills of all direct reports are
fully developed through a balance of training and coaching, and to manage individual
performance so that full potential can be realized.
 Budget - To manage budgeted department expenditure within agreed levels.
 Integration with internal customers (Retail, Store planning, Visual
Merchandisers) and external customers (consumer).
 Regularly track Competition's activities and consumer's needs and buying
patter

 After 2nd month my responsibilities as a Store Manager of “1 India family

mart” Tirunelveli

 To handling each and every operations in store level.

 Store Operation.
 Merchandising
 Sales
 Targets achievements
 Daily activities
 Creating customer base
 Identifying there problems
 Giving suggestions to employees under me
 To learn different strategies adopted by different outlets according to different
area and items.
 To learn about Store layout and display of merchandise
 Process of buying the merchandise
 Fixing of target

 OTHER RESPONSIBILITIES:

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 To organize sale out of the store like in Gym, Colleges etc..
 To acquire complete knowledge about the company and its products.
 To understand the market, consumer behavior and competitors behavior.
 To give necessary suggestions and feedback whenever required.
 To find out effectiveness of selected promotional mix elements.
 To suggest the company other potential targets.

Strategies Adopted

For the first week of the Project, “Observation technique” has followed by me to
understand about the product, product features, product offers, about the organization.
The various marketing strategies applied are as follows:-

1. Target Segmentation - A platform of demographic segmentation is followed

by targeting the age group 14-35 as they are large potential customers and look for
great offers.
2. Product Differentiation – Differentiated 1 INDIA FAMILY MART products
by doing comparative analysis with existing products and explaining it to customers.
3. Positioning – Positioning the product by explaining the invaluable offers
provided by 1 INDIA FAMILY MART.

Learning's:
 How to deal with different types of customers?
 Billing in Shopper and ETP.
 Stock analysis on the basis of cluster and brand
 Final evaluation of gift vouchers(GV)
 Way to display the merchandise
 Process of day beginning and day closing activities
 Opening &daily stock (head) counting
 Cancellation/ returns/exchanges billing in Shopper and ETP
 Putting the price tags

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 How divide the monthly target in daily basis and division of monthly and daily
target in CSA’s on the basis on their experience
 How to motivate the CSA’s
 Arrangement of daily meeting agenda and minutes
 Analysis the causes of low sale or walk-ins in the store.
 Service billing
 How to do inventory control
 How to maintain petty cash
 Putting the order of merchandise
 Putting the new stock in system
 Maintain daily sales report

How to deal with different kinds of customer:

o Greeting: Eye contact, smiling, Wishing Nodding
o Making Customer Comfortable: Engagement, leading to new
arrivals or customer choice, waiting
o Understanding Requirements:
1. Buying for whom, occasion, tastes
2. Listening skills, looking for single
o Presenting: Showing Footwear’s & Apparels, Talking about Features
and Benefits, Taking about Unique strengths, providing value with focus on customer
o Trial Closing:
1. How to trail close, checking for concerns
2. Recognizing Buying signals, Caution signals
o Handling Concerns:
1. Understanding, Agreeing, Reassuring
2. Handling standard customer objection question
o Closing &Up Selling:
1. Closing steps- checklist for billing
2. Introduce SIGNET and EMG if applicable
o Thanking And Welcoming Back

Displaying Apparel:

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 Regarding displaying of the apparel I come to about that we have to follow
some standards which are as follow:
 In every model or design 3 pieces are displayed like small, medium & large
 Small piece displayed in the front followed by Medium & Large
 Do not mix up color & without color t-shirts
 Also do not mix up the full-sleeves & half-sleeves t-shirt
 Display cotton t-shirt, pes t-shirt & clime cool t-shirts separately
 Price tag should be inside the article
 In the front of the display hanger the high range article should be displayed.
 In the display table the high range & attractive pieces displayed which can
attract the customer attention.
 And rest pieces (xl & xxl) are in the stock room
 All the apparels should be displayed with equal distance from each other, so
that customer can browse easily
 Apparel should not have any stains
 Display should be changed after every interval of 10-12 days
 Mannequins display should also change after interval of every week
DISPLAYING SHOES:-
 In shoe wall there are separate category for Running(men, women’s),
basketball, golf, tennis
 For Men we display the general size of shoe like 7 & 8 in the display & for
Ladies 4 & 5
 There are separate socks for trail
 All the high range shoes are displayed at the Eye-level because Eye-level
is the Buy level.
 Before 2 months we launched 1 India family mart wet-print test, through
this we can check the exact structure of the customer feet & according to that we can
suggest the perfect shoe to the customer. & this method is working good.
 We are also giving three months warranty for any manufacturing defect for
both apparel & footwear
How to motivate the CSA’s:
While motivating the CSA’s first we to understand the objectives of motivation

25
 Objective: To enable employees to understand the relevance of developing
themselves to enhance their performance capabilities. This also plays a key role
in retaining good employees.
Processes: A comprehensive understanding of what development means, what
processes available within, how they are administered and how the outcomes
monitored.
When we are aware about the objective of the motivation and the process which are
going to follow then identified the developments needs which is going to be
considering, which could be for example;
1. Lack of assertiveness
2. Lack of aggression in pursuing targets
3. Poor interpersonal skills
4. Poor grooming
5. Poor expression in communication
6. Improvements in converting walk-ins
7. Insufficient up-selling
8. Discipline
9. Low product Knowledge
Once the motivation part is over then after a month we have to assess the performance
of the employee in an objective manner against set measurable objectives. To use this
information for determining what rewards and benefits flow to the employee in
recognition of performance. It also reflects on the areas of improvement for the
employee and the action that the employee needs to take for improving on personal
performance.

Appraisal Basics: Keep the appraisal process short and simple. The objective is to get
authentic information on the actual performance of the employee.

 Set a target: These could be set at the beginning of the year or when the
employee joins.
 Target should be set on the following parameters.
1. Value of sales.
2. Brand wise targets.

26
3. Customer appreciation.
4. Personal grooming.
5. Walk-in conversion.
 Assign clear weightage for each target.
Prioritize the target on the basis of primary importance in descending order.
For example:
1. Value of sales.30%
2. Sales volumes.50%
3. Customer appreciation 10%
4. Personal grooming and discipline 10%
 Keep it transparent.
1. Make the calculation and present it to the employee at the end of each month
2. Let them check and verify that the statement reflects their actual performance.
3. Review process for follow up on status KRA. We recommend Half Yearly
review and appraisal at the end of the financial year.
4. Let them seek clarification if any.
 Make the task simple.

Design a simple form so that employees can calculate for themselves and can track
their own performance.

On the basis of above appraisal standards we understand what actions can be taken for
the welfare of the employees. Towards retaining employees and to give them a feeling
of belonging to the business. For this we can use the following factors:

 Health
 Counseling
 Recognition
 Motivation
 Celebrations
 Sympathy
 Team work
 Exercise

27
 Food & Water
 Recommendations
 Personal Hygiene
 Workspace Clutter
 Toilet Training
 Smoke and Gum Free

Divide the monthly target in daily basis and division of monthly and daily target
in CSA’s on the basis on there experience: During internship period I come to know
about the deviation of monthly target in daily basis and how a retailer divide there
target in there employees. For this have to consider the following standards:
1) Number of weekdays
2) Festivals in the month
3) National Holidays in the month
4) Number of employees in the store
5) Experience of employees

 How to deal with different types of customers?

 Billing in Shopper and ETP.
 Stock analysis on the basis of cluster and brand
 Dealing the signet to the customer and final evaluation of signet
 Final evaluation of gift vouchers(GV)
 Way to display the merchandise
 Process of day beginning and day closing activities
 Opening &daily stock (head) counting
 Cancellation/ returns/exchanges billing in super and ETP
 Putting the price tags
 How divide the monthly target in daily basis and division of monthly and daily
target in CSA’s on the basis on their experience

28
 How to motivate the CSA’s.
 Arrangement of daily meeting agenda and minutes
 Analysis the causes of low sale or walk-ins in the store.
 Service billing
 How to do inventory control
 How to maintain petty cash
 Putting the order of merchandise
 Putting the new stock in system
 Maintain daily sales report

Observation:

During the process of observation my area of concern was SO (Store Operation) and
Buying & Merchandising but before going with observation I had collected the
information about Store operation and Buying & Merchandising.

Retail Operation:- Retail enable a store to function smoothly without any

hindrances. The significant areas of retail operations consist of:
 Customer Services and Accommodation.
 Retail selling process.
 Store Staffing and Scheduling.
 Retail Floor and Shelf Management.
 Store Administration and Facilities Management.
 Warehousing and Supply Chain Management.
 Loss Prevention.
 POS/Cashiering Process.
 Visual Merchandising and Displays.

In front – end retail operations, it is very important to know how the store is
performing at least on a day – to – day basis if not on an hourly basis. There are ready
reckoner are there to help in store operation called Dipstick Parameters.

29
Dipstick Parameters:- Dipstick parameter enables retailers to find out about the
health of specific areas of operation customers stocks space, staff/employee, finance
etc. in an instant. Some of them are:
 Customer Transactions: It tells how many customers came into my store
compared to the corresponding period last year, and the conversion rate.
 Customer Conversion Ratio.
 Returns To Net Sales:
 Transactions Per Hour
 Sales Per Transaction
 Hourly Customer Traffic
 Stocks: In order to determine the strength of stock holding.
 Average Selling Price
 Average Stock Price
 Stock Turnover/Inventory Turnover Rate.
 Percent Inventory Carrying Costs.
 Gross margin return on inventory.
 Markdown Goods Percentage.
 Shrinkage to net sales

 Steps to define of design a performance programme for a retail store:

 Collecting and sieving information.
 Selecting key performance indicators.
 Studying the result

 Setting goals for action.

 No facility of security inside the store, e.g.- security cameras, baggage

counter.
 Rules and Norms are not clearly defined in stores regarding employee’s
behavior.
 Distribution of authority and responsibility is not clear, nobody is clear about
his or her job.
 Lack of co-ordination between staff members of the store.

30
 CSA’s are not able to understand consumer behavior as they have very few
knowledge about it.
 Displays are not rotated regularly, repetition of products are too much.
 Power back up is not up to the mark because of this sale suffered badly.
 The model display in the back side of the counter should be available in the
store; otherwise there should be some facility that within half an hour or within a
specific period of time we can easily make it available for the customer.
 The model displayed on the wall of the store should be change at regular
interval and the changing should be rotated, so that we can change the position of flat
bed also.
 Rights and Duties should be clearly defined between employees.
 Additional benefit for the customers, e g if customer makes a purchase of
high value provides them additional services.
 Customer should be informed by the technician or manager after the services.
 Regarding the approval of the customer to do the services ahead, message or a
call should be clearly defined.

Visual Merchandising Displays

Retailers want their stores to attract consumers by assisting them to find the
merchandise they desire and to motivate them to make planned, unplanned and
impulse purchases, and to ultimately provide them with enjoyable shopping
experiences .If the visual merchandising displays do not have this desired effect on
consumers, the question whether it has any value for retailers to spend time and
money on these visual displays arises

A question that apparel retailers often ask is whether the visual merchandising
displays used in stores are beneficial for their customers. Successful visual
merchandising displays have an effect on consumer emotion; consumers sometimes
purchase products unconsciously depending on their current mood. Therefore,
consumers might visit a retailer to enjoy a mood-changing experience, something that
will make them feel good. Apparel retailers can therefore take advantage of this
human emotion to increase their sales by merely enhancing the store environment.

31
Visual merchandising display is the presentation of merchandise at its finest. Display
is the glamour, the spark, the stage, the oomph and sparkle that surrounds a store and
makes the consumers stop, look, and buy what has been placed together with care and
presented with skill. These displays are also known as feature areas.

Visual merchandising displays use creative techniques in order to save both the sales
person’s and the shopper’s time by making shopping effortless. The visual
merchandising display process is often referred to as the

“Silent sales person” by providing the consumers with information through visual
mediums, as well as by suggestive selling - suggestions to add items to a consumer’s
original purchase this process is often referred to as the visual merchandising
communication process. A great deal of communication between the retailer and the
consumer takes place through the use of visual merchandising displays. The retailer
communicates to the consumer by means of their store, the store’s interior design,
layout, atmospherics and merchandising displays,

MESSAGE
SENDER RECEIVER
The store, the interior design, layout, atmospherics,
Customer
Retailer
visual merchandising displays
Visual Merchandising Communication Process
Source: Adapted from Bell, J. & Terms, K (2006). Silent selling. 3rd ed., New York:
Fairchild Publications, p. 21

Visual merchandising displays are frequently used to introduce new products or brand
extensions to consumers, as well as to decorate a store. This is a planned and
systematic approach to display the stock that is available in the store. Visual

32
merchandising displays perform different functions in an apparel retail outlet, such as
supporting sales, to support the retail strategies, to communicate with consumers and
to assist in communicating the fashion retailer’s brand image

Displaying merchandise in windows was the first sign of visual merchandising

displays, thus it was born to increase sales by first attracting shoppers through the
power of window displays and then through in-store visual mechanising displays.
These displays encouraged the consumers to remain in the store, purchase the product,
and have a positive retail experience in order for them to return to the same store.

Retailers realize that the way in which they use visual merchandising displays has the
power to create images of the products in the mind of consumers. Visual
merchandising displays are now a significant tool for retailers in order to attract and
entice consumers.

In today’s fashion retailing business, Visual Merchandising plays an important role

to bring shoppers inside the store and make them a purchase clothes. In this article
author has showcased an overview of visual merchandising and built a relation in
between visual merchandising and retailing.
In this Research Project following things are discussed –
1. The purpose of visual merchandising
2. How visual merchandising helps retailers
3. Visual merchandising placement process
4. Components of Visual Merchandising
5. Tips on visual merchandising
6. Visual elements that compose the retail environment

Visual merchandising is also coined as the Art of Retailing. Related o the world of
apparel and fashion visual merchandising has great impact and utmost relation in
retailing.

There is a saying -“Give the customer a reason to buy”.

33
Visual merchandising can be simply defined as the physical presentation of products.
It is the coordination of all physical elements of a business to project the right image.
Visual merchandising has increased tremendously in importance with the growth of
self-service retailing. The purpose of such visual merchandising is to attract, engage,
and motivate the customer towards making a purchase.

1. The purpose of visual merchandising

 To make merchandising desirable
 To make merchandise easy to locate in the store
 To introduce and explain new products
 To promote store image
 To cajole customers into the store
 To show merchandise assortment

2. Visual merchandising helps in

 Educating the customers about the product/service in an effective and creative
way
 Establishing a creative medium to present merchandise in 3D environment,
thereby enabling long lasting impact and recall value.
 Setting the company apart in an exclusive position
 Establishing linkage between fashion, product design and marketing by
keeping the product in prime focus
 Combining the creative, technical and operational aspects of a product and the
business
 Drawing attention of the customer to enable him to take purchase decision
within shortest possible time, and thus augmenting the selling process.

3. Visual Merchandising Placement Process:

Where the products are located and how retailers arrange it around the store can be
placed based on shoppers’ buying behavior. For their easy access and reach, the
ultimate visual merchandising is liable. A proper visual merchandising can affect on
consumer decision to make a buy from prompt to multiple.

34
 Prime Locations
 Eye level and hand level arrangement
 Customer Entrance
 Window Displays
 Store Layout
 Customer Space
 Store Interior
 Store Decorations
 Props
4. Components of Visual Merchandising
 Merchandise the focal point
 Right choice of colors is vital
 Display themes to appropriately support the product
 Display should complement the retailers other strategies
 Cleanliness
 Change the display settings in frequent intervals

5. Tips to visual merchandising:

Basically visual merchandising is key element by that a company boosts up their
profit margin. So what is visual merchandising? It is a possible or best way to attract
customer to purchase a product that a retailer offer. Here are some tips to help you to
success in visual merchandising.
 Whether: One of the most effective visual merchandising is by coming up
with a theme that incorporate with the seasons. So if it is currently winter or holiday,
then try to come up with some holiday and colorful theme for window display. If it is
summer then it should be such kind of beach or related with the summer.
 Signs: You can make different signs around the stores that help to make
customer attention. This is certainly helps to boost-up your sell, especially when you
called a discount on the specific products.
 Windows displays: It is very important for the retailing, regardless whatever
products you want to offer. This is the first place where a customer gives their
concentration at a glance. You should give utmost importance to it.

35
 Lighting: Coming up with good lighting to the window display is very
essential for success of your visual merchandising. The lighting helps your products
displayed color & season wise on your window. It is recommended that you give
emphasis on those products that have good profit margin.
6. Visual elements that compose the retail environment:
Elements play an important role to get overall effect to the retail environment. Four
visual elements that compose the retail environment are shown in the following
diagram.

Source: Adapted from Kardes, F. R., Cline, T. W. & Cronley, M. L. (2011).

This study proceeds from a consumer response-centred approach to visual
merchandising stimuli in an attempt to holistically consider this area of the retail
industry. The study could benefit apparel retailers as the impact visual merchandising
displays has on consumer behavior was uncovered

36
COMPANY PROFILE

37
 COMPANY PROFILE

Nyssa Retail Private Limited, the holding company of 1-India Family Mart, the fastest

growing Value Retail Chain in India, was established in 2012 with a vision of

providing Fresh and Affordable Fashion and General Merchandise to its customers.

The Value Retail Chain began operations in 2013.

The company established its first store in Uttar Pradesh and soon expanded operations

across Bihar, Jharkhand, Chhattisgarh, Uttarakhand, Madhya Pradesh and the North

East. Today, 1-India Family Mart has over 50 stores across East and North of India.

1-India Family Mart is committed to providing the latest range of affordable fresh

fashion apparels, lifestyle products and general merchandise to its customer across

India.

Being an idea-driven firm with customer centricity at the core of its operations, 1-

India Family Mart is probably the only value retail chain that uses big data to analyze

buying habits and trends, to be the first in the market to come up with innovative

lifestyle products and general merchandise at the most affordable prices.

From a handful of employees in 2013 to close to 1600 employees today, the company

has one of the lowest attrition rates in the retail industry. 1-India Family Mart is

committed towards incorporating global best practices across the organization.

The brand is dedicated towards corporate governance, employment generation and

skill training and is working along with multiple nodal agencies.

38
Our Mission

Our mission at 1-IndiaFamilyMart is to provide fashionable, stylish & affordable

clothing and lifestyle accessories to our esteemed customers. We promise to offer

o0ur customer, option and choices to solve their fashion problems at affordable

pricing.

Our Vision

To be an organization that is committed to providing products at a level of excellence

that exceeds every retail standard, at best price. We will accomplish this by creating

an environment that encourages and rewards our employees on reaching our full

potential, and puts emphasis on both competition and equality.

Our Strategy

With the fast socio-economic changes in India, the distance between the urban and

rural India is decreasing day by day. These changes increase the demand of the Indian

consumers. This motivates Indian retailer to plan a strategy to fulfill the requirements

of the Indian consumers.

With a growth strategy tempered with localization and an inclusive business model,

NRPL is the only pure play local retailer poised to lead India’s consumption story

with sustainable value creation.

NRPL’s multi-format retail strategy captures almost the entire consumption basket of

Indian consumers. As modern retail drives new demand, efficiency and consumption

in new categories, our strategy is based on our deep understanding of Indian

consumers. We understand the varied buying behavior of the Indian consumer across

regional ethnicity and are constantly innovating to craft strategies that address the

subtle differences.

39
There are three basic strategies that NRPL aimed to proceed: sustainable, inclusive

and profitable growth.

Our retail thrust is focused on our business verticals of Fashion, General Merchandise

and Home. These categories together account for nearly 65% of the consumption in

the country and represent mass consumer aspirations. Acknowledging this, we are

creating retail pure play through divestment and demerger of non-retail businesses to

concentrate our efforts on these verticals.

India’s retail is being driven by resurgence in the economy. Modern retail still has

around 6% share of the total retail spend in the country that is estimated at around the

US $400 billion. Thus, the potential for modern retail growth in India is huge.

Currently, leading retailers in mature markets occupy the top three slots by turnover,

employment and value creation. As Indian economy matures with time, it’s up

to Industry to make the same happen across the country.

Customer Centric:

NRPL think and understand that the demand of the customer changes with the time

and the fashion. To meet the expectation of the Indian consumers, we always oriented

towards Innovation. We think strategies and realign businesses with increasing ability

to provide diverse customer groups with refreshingly different retail experiences.

40
41
Collaborative transformation:

We at NRPl, always collaborate with the leading manufacturers and suppliers to

strengthen our ranges and offerings of the products that help us in creating immense

value for our customers which in turn fosters mutual growth.

NRPL firmly believes our core responsibility lies in providing protection to customers

from the overall rate of inflation. While the scale and size of our operations help us

improve efficiencies, it also ensures we deliver greater value to our customers.

Big Data Analytics:

As a retail company which having physical stores, it’s very hard to collect and

analyze effectively its customers data in the way to predict their buying behavior and

accordingly organize its Digital campaigns. 1 India Family Mart, already starts the

Big Data Analytics division to capture and use effectively the customer’s data to do

next level, customer centric marketing in Retail.

Supplier

Nyssa’s supply partners are our greatest competitive advantage in the value retail

industry. Our commitment to creating successful business partnerships built on

mutual trust, transparency, fair business practices and respect across the entire value

chain by combining our strengths and capabilities and developing micro-enterprise

models.

From sourcing to distribution, Nyssa engages with varied supply partners, jointly

sharing insights, promoting brands, creating new products, expanding the combined

capacity and developing new markets. Nyssa believes in creating economic benefits

for all our partners and establishing a beneficial relationship.

42
Investor

At Nyssa Retail Private Ltd., our success is resultant of the highest standards of

corporate governance we follow with the people we work, the communities we serve,

and the environment we impact.

To encourage sustainable, profitable growth, our belief is to create long-term value for

all our people, business partners, customers and shareholders. We place high

emphasis on using the best practices in corporate governance and ensuring a firm

financial stewardship.

Nyssa Retail is a process driven organization where big data is analyzed and utilized

for effective strategic and business decision making. The brand believes in a fair and

transparent approach in all our relationships with our partners and stakeholders.

Board of Director

Mr. JP Shukla

(Founder & CEO)

Under his guidance, 1 India Family Mart build strong and sustainable business model.

He sets the vision and provides strategic direction and leadership to the 1 India Family

Mart retail business.

43
He performs several business roles such as Merchandise, Human Resource, IT and

Business Expansion. In a distinguished career spanning over 22 years into retail with

companies like Vishal Retail, Big Bazar, Salasar Retail, Adani Retail and Indiabulls

Retail; Mr. Shukla held key leadership roles, including Whole Time Director and

CEO for Vishal Retail as last assignment before starting own venture. Under his

leadership, these businesses have set retail industry performance benchmarks.

Mr. Ravinder Singh

(Founder and COO)

Mr. Ravinder Singh has more than 17 years of rich and diverse experience in top

management roles across companies and industries. Started career into channel sales

distribution and worked for HLL, Reliance Communication. Started the first venture

into travel and shifted focus into banking as founder and COO for Starfin India

Private Limited a company engaged in the business of Financial Inclusion under SBI.

As a team leader handled operation, marketing and HR department successfully.

Mr. Ravinder Singh is science graduate from M D University, Rohtak, and an MBA

from Institute of Management and Technology, Faridabad.

44
Mr. Nilesh Chandra

He engage with Buying and Merchandising at Nyssa Retail Pvt. Ltd.He has the 11

Year of vast experience in the field of Retail Business. In past, he worked at many key

positions in companies like Vishal Retail Limited, V2 Retail, Texas Pacific Group and

Others.

Mr. Jitendra Kumar Singh

Mr. Jitu Singh is working as a key decision maker at Nyssa Retail Pvt Ltd. He’s the

part of Nyssa Family from the founding days. He has 12 Year depth experience in the

field of IT, MIS, Retail Business Operation, Loss-Prevention and Account Dept.

He had started his career with Salasar Retail Ltd and further worked with Ratan

Industry Ltd (CLUB AVIS USA), Laqshya Retail Store (Only Egg), Careway

45
AgroProcurement Ltd, Reflect Inc. (Gaurav Gupta), Delco Shoes Pvt Ltd and

Harmony System Ltd.(Raghvendra Rathore).

Mr. Rakesh Jha

Mr. Rakesh Jha is taking care of Supply Chain Management and Buying division.He

has more than 17 Year of experience in Retail Industry.He had start his career with

Vishal Retail Ltd and working there about 11 Year and then with V2 Retail for the

period of 3 Year1 India Family Mart is a retail chain of hypermarkets in India, with

more than 50 stores in operations. Nyssa retail private limited ,which operates a retail

chain under the brand name 1 India Family Mart.1 India Family Mart offers a wide

range of products including clothing, footwear, electronic appliances, and kitchen

utensils. You can also buy branded stuff from Sparky, Underroot, Milton and Inthing

here. It caters to every need of your family. Where 1 India Family Mart scores over

other stores is its value for money proposition for the Indian customers.

The word hypermarket is derived from the French word hypermarket, which is a

combination of a supermarket and department store.

Hypermarkets are today synonymous with one stop shopping. The cheapest prices

will normally be found in these stores. Across the world, hypermarkets are usually

part of a retail park, along with other shops, cafeterias and restaurants. A key element

46
of differentiation between the hypermarket and the other retail formats is that they

typically have destination locations. The hypermarkets are designed to attract

customers from a significantly large area with their low price offers, unique range and

offers. It is the largest form of organized retailing today. It is an ideal shopping

experience with an amalgamation of product, service and entertainment all under of a

common Roof.

The company has been able to leverage on its multi-formats-multi-brand stores,

secure prime locations at the best possible prices and command a strong bargaining

power with suppliers, which provide it an edge over its competitors.

Customers come in 1 India Family Mart for purchasing, entertainment and pacing

here and there. It gives many facility to the customers like; Helpline, Baggage

Counter,

Parking, Exchange etc.1 India Family Mart trying to provide customer with 3V’s

• Value

• Variety

• Volume

1 India Family Mart has different categories; such as

 Apparels

 Home furnishing

 House hold

 Footwear

 Lifestyle

Sports & Fitness and much more at low prices that surprise us. Here we talk about the

department stores, because 1 India Family Mart based on the departments.

47
Department Stores:-

Carry broad variety and deep assortment organized into separate department for

displaying merchandise,

Major departments includes:-

• Men’s Wear

• Lady’s Wear

• Kid’s Wear

• Life Style

• Kitchen Store

• Home Furnishing

• Footwear etc.

Chains are very diverse and appeal to different markets. They are unique in terms of

the shopping experience they offer, the services they provide and the atmosphere of

the store. They are promotion- oriented. They increase competition with discount and

specialty stores creating problems.

Marketing Strategies of 1 India Family Mart

At the time of the launch of 1 India Family Mart, there was no real precedent in the

Indian Market. A western model had to be adapted to suits the needs of the Indian

environment. Various local markets were studied to understand the product mix and

the prices offered.

Savings is to the key to the Indian middle class consumers. The store that would be

launched had to offer value to the consumers. Keeping this in mind the concept of 1

India Family Mart was created.

In India, when a customer needs something for home, a typical thought is to seek it

from bazaar where a complete range of products is available to the consumers. As the

48
store offers a large mix of products at a discounted price, the name 1 India Family

Mart was finalized. The idea was to re-create a complete bazaar, with a large product

offering and to offer a good depth and width in terms of range.

Price was the basic value proposition at 1 India Family Mart. The 1 India Family Mart

outlets sold a variety of products at prices which were 5 to 60% lower than the market

price. The line “Its All About My World” emphasized this. The key question faced by

the management was whether the low margins on the products would allow the

company to sustain growth. With the aim of answer in order to allow the company

decides on the right locations.

The key learning which came out of this exercise was that for a large store like 1 India

Family Mart, a large catchments area was needed. The management decided to stick

to the existing market places within the city as the western model of hypermarkets,

where the store was located in large area on the mid of the city would also really work

in India. The cost of time spent on travels and the cost of petrol in India would really

become a plus point for the customers. Some of the key marketing strategies and

promotional activities that are successfully employed by 1 India Family Mart are:-

Discount Selling

1 India Family Mart sells all its products at a much cheaper price as compared to the

local markets. The range of discounts ranges from 5 to 60%. Although the store sells

the products at a cheaper rates it does not compromises with the qualities of the

products.

49
Huge No. of Brands

1 India Family Mart maintains a huge number of brands under its dispose which give

the customers the liberty of buying the product of their favorite brand. This helps the

customers as they don’t go looking out for a product of a particular brand.

Large Product Line

1 India Family Mart also stocks a large product line of a single brand or multiple

brands which give the customers the choice to select the most appropriate product out

of many available at the most economical prices.

Learning Process for Summer Training at 1 India Family Mart:

The following learning process for summer training at 1 India Family Mart of

Lucknow city was given to me. According to this learning process, I had to undertake

my summer training in 1 India Family Mart. The learning process is given below in

brief:-

Customer Service

It has

 CSD (Customer Service Desk) Operations,

 Customer Movement,

 Customer Touch Point,

 After Sale Services,

 Alteration and Customer Grievance Handling.

50
Visual Merchandising

It has Signage,

 Details of Materials,

 Shelf Talkers,

 Execution of Promotions,

 Communication of Offers,

 Directional Signage in the Store,

 Store Hygiene

 Window Display.

Cash Department

 It works on Cash Till Operations,

 Billing Process,

 Handling Cash,

 Tallying Cash,

 Allocation of Till wise Cashiers,

 Depositing of Cash in Bank,

 Shortage/ Excess Cash Treatment,

 All Modes of Payments,

 Checking of Currency Note,

 Cash Float of Cashier,

 Currency Handling & System.

Operations

 Opening of Stores,

 H. K. Activities throughout the Day,

51
 Security Activities,

 H. K. positioning,

 Security Positioning,

 Discipline & Attire Check of Security & H. K.,

 Parking Management,

 Trolley management,

 Scrap Disposal process,

 Waste Management,

 Daily Check Points,

 Fixed Asset Knowledge,

 AMC’s Checklist of Fire Safety Equipment,

 A/C’s, Electricals, Lifts, Invertors, Chakis

 DG’s, LPC Process & Team Management.

Analysis Study

 Stock Cover,

 DSR Study, Age Analysis,

 Stock Turns, Sales Mix, Sales Trend,

 Margin Analysis, Per Sq. Ft. Return Analysis,

 Ticket Size, Conversion.

52
 FASHION AT 1 INDIA FAMILY MART

Fashion

Fashion is trend to change that whatever happen in some period It come In all three

month with the new product and with the modification of old product. It changes

simultaneously with the season.

Fashion at 1 India Family Mart

At 1 India Family Mart fashion include all apparels Fashion is a very important LOB

for 1 India Family Mart.1 India Family Mart get highest margin by fashion

department

The average contribution of fashion in Lucknow.

1 India Family Mart is 78% the target contribution of fashion sub department in

Fashion are Men’s wear- 30%, Ladies wear-20% Kids wear-28%.

We “PROMISE”-that from today –we will start selling “FASHION” & not just

apparel & take 1 INDIA FAMILY MART to the next level by selling more & more

fashion.

Process of Fashion

 Warehouse (Receiving)

 Sub department

 Tagging

 On floor

 Staking (MPM)

53
Sub department of Fashion

 Men’s wear

 Lady’s wear

 Kid’s wear

Men’s Wear

Section of Men’s wear

 Men's Ethnic

 Men's Lower

 Men's Upper

54
Brands of Men’s Merchandise

 Sparky

 Underroot

 GOB

 Inthing Jeans

 Mayfair Jeans

 ONN

 Amul Macho

55
 Rupa

Ladies Wear

Section of ladies wear

 Ladies Ethnic

 Ladies Western

56
 Ladies Accessories

Brand ofLadie’s Merchandise

 Lotus

 Shri-M

57
 Babita

Kids Wear

Section in kids wear

 Kid’s Infant

 Kid’s Boys

 Kid’s Girls

58
Brand of Kid’s Merchandise

 Moravillosa

 Backbone

 Lotus

Tagging pattern

 There is three type of tag’s

 Soft Tag

 Hard Tag

 String Tag

59
 Types of Tag

String Tags

 These tags are the hard plastic tags or could be paper sandwich

 Tags with a non-de-actively soft tag placed inside.

 These tags are reusable like the hard tags

 Use only the non-deactivating soft tags

 Developed as an alternative to hard tags.

 The tags are attached to the item using a hard nylon fastener.

 To check if the tags are working, simply place them on

 The deactivating pad. If the tag does not beep stop use of the tag.

60
Hard Tags

61
 Has got two specific parts- The pin and the tag.

 Used for apparels only.

 Tags will ring only if the pin is inserted properly Never use bent, damaged or

rusty pins while tagging.

 The pins can be removed only using a detacher, thus care should be .

Soft Tags

 Soft tags are the flat paper tags.

 Must always be used on flat clean surfaces.

 A tag must be bent, do not bend any of the pink area of the circuit. Bend 1 cm

on one side only & no more than 90 degrees.

 They should not be used on garments, as they will leave a stain.

 These tags should not be put on metal or foil products unless there is at least 1

cm space between the security tag and the product, or else they won’t work.

62
 These tags get deactivated on the deactivation pad.

ORGANIZATIONAL STRUCTURE

63
 Space Mix and Space Management

Space Mix

For the retailer space is money. The store has to be planned in such a way that it

optimizes the selling area and minimizes the non-selling parts. The selling area is used

to present the merchandise and the non-selling part is accounted for by circulation

space, staircases, lifts, facilities, the back area, etc. The area mix in a typical

department stories: selling area about 93%(6500sq.ft.), circulation area 3%(200sq.ft.)

and back area 4%(300sq.ft.) of the total area which is around 7000 sq. ft.

Area Mix

3% Circulation

4% Back Area

93% Selling

4% 3%

Selling
Back Area
Circulation

93%

64
Space Management

The placement of merchandise within the store in the most profitable manner is called

space management. It is one of the most important activities, because the location of

merchandise at different location have different values. Some parts of store are more

valuable because customers visit those more frequently, which results in higher sales.

It is easier to make sales along.

Space closest to the entrances and exits is the most is the valuable, and values

decrease further into the store.

Retail Marketing Mix

The basic function of retail is to provide the right goods to the consumer, at the right

place and time. Through the retail marketing mix we can compete with our

competitors and achieve the sales target. The marketing tools that a retail organization

uses to pursue its marketing objectives are termed as the retail marketing mix.

The most channels are:

• Product

• Price

• Place

• Promotion

The channels are illustrated given below:

65
 Price Place

Retail

Marketing

Mix

Product Promotion

Channels of Retail Marketing

Product

Product stands for the firm’s tangible offer to the market, including the product

quality, design, features, branding and packing. It deals with new product

development, product life cycle, product mix, product lines, branding and associated

services to a product. From the customer’s point of view, it helps in satisfying the

customer’s needs and wants.

Price

Pricing is an integral part of the retail marketing mix. The price policy that

The Organization decides to follow depends on the customer profile of the

Target audience for its range of products.

66
1 India Family Mart gives the good price to the customer .price makes the good

relationship to the customers. 1 India Family Mart has a punch line

“Fashion-Umeed Se JydaaDaam-Umeed Se Kam”

It gives the high discount on the price like; Apparels(20%, 25%, 35%), Home

Furnishing products (10%, 20%, 35%), Buy one get one free Top Price, Shop at Rs.

5000 & get free Park Avenue perfume , etc.

Place

The location of the retail store was considered to be the most important element of the

retail marketing mix.

1 India Family Mart is situated at premier location in Lucknow, where Levis, E-Zone,

Cafe Coffee Day, and Reebok like stores are situated. It is the best place for 1 India

Family Mart.

Promotion

The advertising budget, sales promotion, publicity and the public relations play a very

important role in the competitive world of retailing .these help the store to achieve the

short term goals. Promotion may be price led or occasional led, in which case special

merchandise offered by the stores only for the occasion. Most retail organization run

promotions during festival seasons.

1 India Family Mart also provides the promotional offers on festival like Diwali,

New Year, ID, Valentine day, etc. Discounts depend on the products.

Retail Communication Mix

Communication is an integral part of the retailer’s marketing strategy. Primarily,

communication is used to inform the customers about the retailer, the merchandise

and the services. It also serves as a tool for the building the store image.

67
The retailer can used various platform / channel for communication. The most tools

are:

 Advertising

 Sales Promotion

 Public Relation

 Personal Selling

 Point of Purchase (POP) Displays

The tools are illustrated in figure given below:

Sales
Promotion

Public
Advertising Relations

Retail
Communication
Mix

Point of
Purchase Personal
(POP) Selling
Displays

Advertising
Advertising can be defined as any paid form of non- personal presentation and

communication through mass media. It is popularly believed that one of the main

aims of the advertising is to sell to wide mix of consumers and also to induce repeat

purchase.

However, a retailer may use advertising to achieve any of the following

68
Objectives: Creating awareness about a product or store

Communication information in order to create a specific image in the customer’s

mind in terms of the store merchandise, price, quality, benefits, etc.

Create a desire to want a product.

To communicate the store’s policy on various issues.

Advertising can also help identify a store carrying nationally advertised

Brands.

It can also help in repositioning the store in the mind of the customer.

To increase sale of specific categories or to generate short term cash flows by way of

sale, bargain days, midnight madness, etc.

Advertising can also help reinforce the retailer’s corporate identity.

For advertising, the retailer may use one or a combination of the following

Mediums:

Press advertisements Posters and leaflets, brochures, booklets Point of

Purchase displays Advertising can also be done through mediums like radio,

television, outdoor hoardings and the internet.

69
Sales Promotion

Sales promotion helps a retailer by way of attracting customer traffic and enables

quick result to be achieved. Depending on the type of promotion carried out, it can

help increase impulse buying, generate excitement and can motivate other channel

members.

Common retail promotions are illustrated:

• Coupon:

A Coupon allows the buyer a reduction in price on specific merchandise or products,

when the coupon is redeemed coupons may be delivered through newspaper,

magazines, post or in products.

• Contests:

A Contest needs consumers to compete and the prizes are based on skill. In the case

of sweepstakes, the customer only needs to enter in his name and the winner is

determined by chance. Many retailers allow customers to enter into competitions on

the basis of the amount of purchases they have made.

• Demonstrations:

Demonstrations are used to show the customer, the performance capabilities of the

products. Videos may also be used to aid the demonstration and show the use of the

products.

70
• Product /Brand Promotions and Schemes:

This is a straightforward scheme in which the consumer either gets a monetary

discount on the purchase of a particular product/s or gets two products of the same

type for the price of one –the “by one get one free” scheme is example of same.

1 India Family Mart also does this type of sales promotion like; in plastics department

important container buy one get one free.

• Samples:

Sampling provides the consumers with an opportunity to use the product at no cost.

Various techniques may be adopted for sampling and this may take the form of in-

store sampling-where the in-store staff hands out the samples.

Public Relations and Publicity

Public relations (PR) are a marketing communication function, which aims at

fostering goodwill. An important component of public relations is publicity. By way

of public relations, the retail organization strives to create and sustain a favorable

image with consumer, shareholders, suppliers and the public at large. The job of

public relation is usually handled by an outside Public Relations firm and it may be

under taken to promote goodwill for the organization, to promote a particular product

or to counteract negative publicity.

Publicity is a non-paid form of media coverage. In today’s world, it is rarely free and

a fair amount of skill has to be exercised by the organization to ensure that right

media coverage is achieved.

71
Examples of events in retail which merit publicity are:

• Store openings

• Store renovations

• Celebrity visits and affiliations

• Designer associations

• New product ranges and launches

• Awards received by the retailer

• Fashion shows and sponsored events

Personal Selling

Personal selling is a paid form of personal advertising where salespeople assist

customer in satisfying their needs though a person-to-person exchange of information.

It is a process of learning the needs and the wants of the buys and striving to satisfy

them with the required product or service. Personal selling may occur within the

environs of the retail store-where personal selling requires the sales person to satisfy

the needs of the consumer. It may also occur outside the retail store, where orders

taken form customer by way of the telephone, internet or mail and them serviced.

Personal selling is precise. It is aimed at a specific individual/s. Developing a strong

sales force is hence an expensive proposition, as the sales person has to be trained on

various aspects of communication, like understanding the body language of the

72
customer, etc. He also needs to be knowledgeable about the features of products and

services being offered by the retailer.

Point of Purchase (POP) Displays

The dictionary of retailing defines Point of Purchase communication as the

promotional signs and interior displays, often located at the point of sale or alongside

displays merchandise. Point of Purchase (POP) Displays have become integral to

retail today. They help reinforce in-store product branding, enhance retail sales floor

communication and provide information to the customer. The basic function of pop in

a retail store, include posters, danglers, flyers glow signs, translates, banners, etc.

The role of POP changes significantly with the type of product being sold and the

customer’s involvement in the purchase. Different types of POP material would

relevant in different types of stores and environment.

In the case of a supermarket, POP may be used to indicate prices, the location of

products and any special or bargain offer in the store. POP in a store selling consumer

durables and electronics may lay stress on the features of the product, the warranties

and guarantees and the after sales services provided by the outlet.

73
SWOT ANALYSIS

74
 SWOT ANALYSIS OF 1 INDIA FAMILY MART

A SWOT analysis is done to know the strengths, weaknesses, opportunities and

threats of any company. This analysis will explain about the strengths, weaknesses,

opportunities and threats of 1 India Family Mart.

Strengths of 1 India Family Mart

 Large variety option

 Cheap price

 Huge customer Base

 Volume sales

Weaknesses of 1 India Family Mart

 Lacks in branded products

 Low in product quality

 Unable to provide enough parking space to its customers

Opportunities for 1 India Family Mart

 To open up more and more number of 1 India Family Marts in different cities

of the country.

 To grab the rural market

 To bring in the customers of other retail outlet by dealing with branded

products.

 Add more products to its product category

Threats for 1 India Family Mart

 Opening up of other discounted stores like Vishal mega mart

 Convenience of customers to nearby kirana stores

 Availability of products in other retail outlet

75
 CHAPTER-2

OBJECTIVES OF STUDY

76
 OBJECTIVES OF THE STUDY

1. Identify the product which can increase the bill value and are impulse in

buying.

2. To study different parameter influencing the purchase.

3. Create combo offers in department and increase Basket size.

4. Observing the customer buying behavior to know what makes them to buy or

what not.

5. Identify the area the for improvement and implement different strategies.

77
 CHAPTER-3

RESEARCH METHODOLOGY

78
 RESEARCH METHODOLOGY

Technology, customers tastes and preferences play a vital role in today’s generation.

Research Methodology is a set of various methods to be followed to find out various

information’s regarding market strata of different products. Research Methodology is

required in every industry for acquiring knowledge of their products.

Area of study:

The study is exclusively done in the area of marketing. It is a process requiring care,

sophistication, experience, business judgment, and imagination for which there can be

no mechanical substitutes.

(a) Research Design: -

Descriptive Research-.Descriptive Research can be defined as the research

that tries to explain the characteristic features of the population under study.

(b)Sampling Design:-

Simple Random Sampling- This is the simplest and most popular technique of

sampling. In it each unit of the population has equal chance of being included in the

sample.

Sample Size:

100 Customers

(b) Data Collection: -

Data is collected from various customers through personal interaction. Specific

questionnaire is prepared for collecting data. Data is collected with mere interaction

and formal discussion with different respondents. Some other relevant information

collected through secondary data

79
Tools of Analysis: -

The market survey about the techniques of marketing and nature of

expenditure is carried out by personally interacting with the potential customers in 1

India Family Mart.

DATA COLLECTION

1.Primary Data 2.Secondary Data

PRIMARY DATA:

Questionnaire

Keeping in view the objective of study a questionnaire (as given Annexure) was

selected there is Twenty in all. All questions are small in size and arranged logically.

The language is simple to understand.

Interview

Information was also obtained by conversation with Customers .they were

interviewed personally.

SECONDARY DATA:

The second information is taken from company document available on websites

The other related journals information and industry association’s sites have also been

viewed.

S AMPLI NG D ES IG N

In the backdrop of objective set, a sample study conducted in Lucknow.

SAMPLE SIZE:

80
100 CUSTOMERS contacted during this research work. The nature of sampling is

NON PROBABITITY –CONVINANCE SAMPLING helped in keeping the path of

research in focus throughout the work.

Collection of the questionnaire:

Sufficient time was given to the respondents to answer the questionnaire.

Problem faced while collecting and filling questionnaire

Some of the respondents were hesitant to answer the questionnaire.

Some respondents did not want to answer the questionnaire, so they left it

unanswered.

Where the respondents did not find the relevant answer in his choice provided, they

added they added their own choice or left it unanswered.

81
 CHAPTER-4

DATA ANALYSIS AND

INTERPRETATION

82
 ANALYSIS

I have done a market field survey on 1 India Family Mart. I have surveyed around 100

respondents of Lucknow. Who come to visit 1 India Family Mart. A specific

questionnaire is prepared for the customers and data is obtained from them by moving

around 1 India Family Mart and personally interacting with them. The customers gave

me valuable information regarding their consumption pattern in 1 India Family Mart.

I collected all those information and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is

done as per the information obtained from the customers and a serious interpretation

has been done to best of my effort.

83
 1. DEMOGRAPHIC PROFILE OF THE RESPONDENTS:

In this section we have analyzed the age and the gender of the respondents.

AGE OF THE RESPONDENTS

Category No.OfRespondants % Of Respondants

10-20 29 29%

20-30 62 62%

30-40 7 7%

40-50 2 2%

2%

7%

29%

10-20
20-30
30-40
40-50

62%

Interpretation: From the above graph it can be inferred that out of 100

respondents, Age of people between 10-20 years is 29% and 20-30 years is 62% and

30-40 years is 7%, and the age between 40-50 years 2% people. We have found that

the maximum no. of respondents that visit 1 India family mart are of 20 to 30 years of

age.

84
 GENDER OF RESPONDENTS

Category No. Of Respondents % Of Respondents

Male 70 70%

Female 30 30%

Gender

Female

Series 1

Male

0% 10% 20% 30% 40% 50% 60% 70% 80%

Interpretation: From the above graph it can be inferred that out of 100

respondents, 70% respondents are male and 30% respondents are female its means

that a single days mostly male respondents visit store.

85
1. How often do you shop in au apparel and lifestyle store?

Topic Percentage (%)

Once in a month 27
More than once in a month 32
Once in two months 15
Only on special occasions 5
Only when necessary 21

Once in a month More than once in a month

Once in two months Only on special occasions
Only when necessary

21% 27%
5%

15%
32%

Interpretation: requirements.

86
2. What sort of shopping outlet do you prefer?

Topic Percentage (%)

Value for money 17

Malls 44

Multiple Brands 17

Local Market 9

Real value for money 13

Value for money Malls Multiple Brands

Local Market Real value for money

13% 17%
9%

17%

44%

Interpretation: requirements.

87
3. Why do you prefer 1~India Family Mart"?

Topic Percentage

Price of products 41

Good Quality of products 22

Convenience of shopping 15

Customer service 2

Store Ambience 5

Variety of products 15

Price of products Good Quality of products

Convenience of shopping Customer service
Store Ambience Variety of products

5% 15%
2% 41%

15%

22%

Interpretation: requirements.

88
4. How would you rate the value for money of our products?

Topic Percentage

Excellent 17

Average 68

Below Average 10

Poor 5

Excellent Average Below Average Poor

5% 17%
10%

68%

Interpretation: requirements.

89
5. How would you rate our services?

Topic Percentage

Extremely responsive 56

Moderately responsive 29

Not so responsive 9

Not at all responsive 5

Not applicable 2

Extremely responsive Moderately responsive Not so responsive

Not at all responsive Not applicable

2%
5%
9%

29% 55%

Interpretation: requirements.

90
6.How long have you been a customer of our company?

Topic Percentage

This is my first purchase 17

Six Months to a year 19

1-2 years 28

3 or more years 28

I haven't made a purchase yet 8

This is my first purchase Six Months to a year

1-2 years 3 or more years
I haven't made a purchase yet

8% 17%
28%
19%

28%

Interpretation: requirements.

91
7. How likely are you to purchase any of our products again?

Topic Percentage

Extremely likely 21

Very likely 58

Not so likely 13

Not at all likely 8

Extremely likely Very likely Not so likely Not at all likely

8% 21%
13%

58%

Interpretation: requirements.

92
8. How likely would you recommend us to your social circle?

Topic Percentage

Extremely likely 14

Very likely 56

Not so likely 14

Not at all likely 16

Extremely likely Very likely Not so likely Not at all likely

16% 14%

14%

56%

Interpretation: requirements.

93
9. How was your billing experience?

Topic Percentage

Excellent 16

Average 60

Below Average 10

Poor 14

Excellent Average Below Average Poor

14% 16%
10%

60%

Interpretation: requirements.

94
10. How was your overall shopping experience?

Topic Percentage

Excellent 14

Average 31

Below Average 39

Poor 16

Excellent Average Below Average Poor

16% 14%

31%
39%

Interpretation: requirements.

95
CHAPTER-5

FINDINGS

96
 FINDINGS

1. Most of the customers buy their requirement in 1 India Family Mart on the basis of
Weekly and monthly basis. Customers realized that 1 India Family Mart stores
provide qualitative products/service with reasonable price.
2. At present time 1 India Family Mart provide different types of product assortments
to the customers.
3. Continuously opening of 1 India Family Mart chains in different major cities,
increasing quantities of the customers & profit show that 1 India Family Mart most
accepted name in organized retail chain in India.
4. 1 India Family Mart mainly deal with middle income group people who want
qualitative product with reasonable cost.
5. 1 India Family Mart has a good reputation of itself in the market.
6. 1 India Family Mart has positioned itself in the market as a discounted store.
7. 1 India Family Mart holds a huge customer base. The majority of customers belong
to middle class family.
8. Impulse buying decision of customers comes in to play most of the times in 1 India
Family Mart.
9. We have found that maximum people consider price while purchasing apparels.
10. We have found that maximum people are influenced by advertisement while
purchasing apparels.
11. Majority of respondents i.e., 35 spend between Rs. 1000-1500 on purchase of
apparels.
12. We have found that maximum people purchase casuals followed by formals and
ethnic.

97
 CHAPTER-6

SUGGESTIONS&
RECOMMENDATIONS

98
 SUGGESTIONS& RECOMMENDTIONS

1).1 India Family Mart should include more of branded products its product

category so as to attract the brand choosy people to come in to 1 India Family Mart.

2). 1 India Family Mart should provide large parking space for its customers so that

they can easily park their vehicles.

3). It should make different cash counters for different customers. Cash counter and

credit card payment counter should be placed differently in order to reduce the rush

and save the customer’s time. This will be a kind of motivator for the customers of 1

India Family Mart.

4). The service of the sales person is needed to be improved. Personal care

should be taken by the sales person for the customers so that the customers feel good.

5). During the offpeak hour’s 1 India Family Mart should provide some offers

to its customers so that people would be encouraged to come to 1 India Family Mart

during off peak hours. The customers who are present in the mall during the off peak

hours of 1 India Family Mart will definitely go in to 1 India Family Mart if surprise

offers are made at that time.

6). Customer care department is needed to take proper care of customer complaints

and queries. The person sitting at the help desk of 1 India Family Mart should be able

to provide all necessary information to the customers whenever it is required.

7). The infrastructure is needed to be changed a bit during weekends as heavy

crowd comes in to 1 India Family Mart during those days.

8). Company should have good sale promotion and advertisement of product

and it should be so oriented that is creates strong bondage over buying the particular

99
company product and care should be taken so that it reaches the targeted and

prospective customers.

9). Company should gather feedback from the customers by note book or registers to

be filled by the relevant question related to store/services.

10). If the companies brand is not survivable in the market due to harsh competition

then company should always gather feedback from the customers so that can know

the loophole and will try to boost sales via ads, sale promotion schemes-scratch and

win.

11). To constantly update the product quality, price looking into customers choices

preferences and feedback taken from the prospective customers.

100
CHAPTER-7

CONCLUSION

101
 CONCLUSION

1 India Family Mart is a major shopping complex for today’s customers. It is a place

where customers find variety of products at a reasonable price. 1 India Family Mart

has a good reputation of itself in the market. It has positioned itself in the market as a

discounted store. It holds a huge customer base. The majority of customers belong to

middle class family. The youth generation also likes shopping and moving around 1

India Family Mart. Volume sales always take place in 1 India Family Mart. Impulse

buying behavior of customers comes in to play most of the times in 1 India Family

Mart.

1 India Family Mart is a hypermarket as it provides various kinds of goods like

apparels, stationary, electronic items, leather items,jewelry, decorative items, sport

items, and many more. It competes with all the specialty stores of different products

which provide goods at a discounted rate all through the year. It holds a large

customer base and it seemed from the study that the customers are quite satisfied with

1 India Family Mart. As of now there are 551 India Family Marts in different cities of

India, it seems that there is a vast growth of 1 India Family Mart lying as customers

demand is increasing for 1 India Family Marts.

1 India Family Mart is a hypermarket store where varieties of products are being sold

on different product category. It has emerged as a hub of shopping specially for

middle class people. Different types of products starting from a baby food to pizzas

all are available.

102
CHAPTER-8

LIMITATIONS

103
 LIMITATIONS

Certain limitations do creep in a research study due to constraints of the time, money

and human efforts, the present study is also not free from certain limitation, which

were unavoidable.

Although all effort were taken to make the result of the work as accurate as possible

as survey but the survey have following constraints.

1) Sample size is very small.

2) Some of the respondents were not willing and refused to filling the

questionnaire.

3) Some respondents fill up the questionnaire unwillingly .

4) Human behavior is very complex so it is difficult to engage it just on the basis

of questionnaire .

5) The survey is restricted to only 1 India family mart store .

6) Time and money constraints were also present.

104
 CHAPTER-9

BIBLIOGRAPHY

105
 BIBLOGRAPHY

BOOKS

► Kotler Philip, Marketing management, (Pearson education, 12th edition)

► Kothari, C.R, Research Methodology, 3rd Edition, New Age International, New

Delhi.

► Malhotra K. Naresh, marketing research (An applied orientation), Research design,

(Prentice hall of India pvt. 5th edition)

► Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)

► Louden D.L. &bittadelia customer behavior (Tata Mc. Graw hill, 4th edition)

► Newman A.J. and Cullen Retailing, Environment and operations (Vikas, 1st Ed.)

WEB SITES

 www.1indiafamilymart.com
 https://m.indiamart.com/1india-family-mart/aboutus.html
 https://www.indiaretailing.com/2018/06/12/retail/1-india-family-mart-to-invest-rs-
200-crore-to-open-over-100-stores/
 https://en.m.wikipedia.org/wiki/Buyer_decision_process
 https://goo.gl/images/KoKbj
 https://www.google.co.in/url?sa=t&source=web&rct=j&url=http://shodhganga.inf
libnet.ac.in/bitstream/10603/97412/7/chapter%25205.pdf&ved=2ahUKEwjV88j2qNn
cAhXQXisKHe8hA6MQFjAAegQlAhAB&usg=AOvVaw0xlLdDoCyhu2LreiAuoR
RG
 http://managementstudyguide.com/consumer-decision-making-process.html

106
CHAPTER-10

ANNEXURE

107
 Questionnaire

 Name-

 Age-

 Gender-

 Address-

 Qualification-

RESPONSE BY CUSTOMER

1. How often do you shop in au apparel and lifestyle store?

 Once in a month

 More than once in a month

 Once in two months

 Only on special occasions

 Only when necessary

2- What sort of shopping outlet do you prefer?

 Value for money

 Malls

 Multiple Brands

 Local Market

 Real value for money

3. Why do you prefer 1~India Family Mart"?

• Price of products

• Good Quality of products

• Convenience of shopping

108
 • Customer service

• Store Ambience

• Variety of products

4. How would you rate the value for money of our products?

• Excellent

• Average

• Below average

• Poor

5. How would you rate our services?

• Extremely responsive

• Moderately responsive

• Not so responsive

• Not at all responsive

• Not applicable

6.How long have you been a customer of our company?

• This is my first purchase

• Six Months to a year

• 1-2 years

• 3 or more years

• Ihaven't made a purchase yet

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7. How likely are you to purchase any of our products again?

• Extremely likely

• Very likely

• Not so likely

• Not at all likely

8. How likely would you recommend us to your social circle?

• Extremely likely

• Very likely

• Not so likely

• Not at all likely

9. How was your billing experience?

• Excellent

• Average

• Below average

• Poor

10. How was your overall shopping experience?

• Excellent

• Average

• Below average

• Poor

Any Suggestion:-

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