A PROJRCT REPORT

ON

A PROJECT REPORT ON HOW DIGITAL MARKETING AFFECTS

CUSTOMER PREFERENCES IN CHOOSING DATTANI SQUARE
MALL(VASAI-VIRAR) LIMITED
Submitted in partial fulfillment for the award of the degree of
Master of Management Studies (MMS).

(University of Mumbai)

Submitted By
Himanshu Pandey
Roll No. MB21096

Under the Guidance of

PROF. ANAND RAJAWAT
Academic Year
2021-23

SAS INSTITUTE OF MANAGEMMENT STUDIES (MMS),

Saravali, Boisar (w),
Tal. & Dist. Palghar (MH) -401 501.
 DEEP EDUCATION SOCIETY’S

SAS INSTITUTE OF MANAGEMENT STUDIES

Enrich Enhance Elevate CERTIFICATE

This is to certify that project titled “A PROJECT REPORT ON HOW
DIGITAL MARKETING AFFECTS CUSTOMER PREFERENCES IN
CHOOSING DATTANI SQUARE MALL(VASAI-VIRAR) LIMITED” is
successfully completed by HIMANSHU PANDEY during the IV Semester, in
partial fulfillment of the Master’s Degree in Management Studies recognized by
the University of Mumbai for the academic year 2018-20 through SAS
INSTITUTE OF MANAGEMENT STUDIES.
This project work is original and not submitted earlier for the award of any degree
/diploma or associateship of any other university / Institution.

Internal Examiner
Name: Signature:
External Examiner
Name: Signature:

Dr. Bhagesh Sankhe

(Director SASIMS)
College Seal
 DECLARATION

I hereby declare that Project Report submitted by me on the topic “A PROJECT REPORT
ON HOW DIGITAL MARKETING AFFECTS CUSTOMER PREFERENCES IN
CHOOSING DATTANI SQUARE MALL(VASAI-VIRAR) LIMITED” is a Bonafide
work undertaken by me and it is not submitted to any other University or Institution for the
award of any degree diploma/ certificate or published any time before.

Signature:

Name: Himanshu Pandey

Roll No: MB21096

Place: Saravali, Boisar (W) Date:

 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, “PROF. ANAND RAJAWAT

Assistant Prof, of MBA Department, for guiding me right from the Inception till the
successful Completion of the project, I sincerely acknowledge HIS for extending HIS
valuable guidance, support for literature, critical reviews of project and the report and above
all the moral support HE had provided me for this project.
I would also like to thank our Director Dr. Bhagesh Sankhe Sir and other staff members of
MBA Department, for their help and cooperation throughout my project.

HIMANSHU PANDEY
 CONTENTS:

CERTIFICATE
ACKNOWLDGEMENT
CHAPTER-I Introduction
CHAPTER-II Theoretical perspective
CHAPTER-III Objective and Scope
CHAPTER-IV Research Methodology
CHAPTER-V Data Collected
CHAPTER-VI Data Analysis
CHAPTER-VII Conclusion

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 LIST OF GRAPHS & CHARTS

1. Customer s monthly income

2. Customers visit Dattani Square Mall(Vasai-Virar) LIMITED

3. Apart from Dattani Sqaure Mall(Vasai-Virar) LIMITED visit

retail outlet
4. Purpose behind visiting Dattani Sqaure Mall(Vasai-Virar) LIMITED

5. Demand for other retail outlets in a mall

6. Products mostly purchased by customers

7. Expenditure pattern of customers coming

8. Time spent by customers in shopping

9. Comparison of footfalls in weekdays and weekends

10. Customer’s preference of timing to visit Dattani Sqaure Mall (Vasai-

Virar) LIMITED
11. List of products and purchasing products on an unplanned basis

12. Brand preference of customers in Dattani Sqaure Mall (Vasai-

Virar) LIMITED
13. Comparison of brand preference on different product category

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 14. Mode of payment of customers in Dattani Sqaure Mall (Vasai-

Virar) LIMITED
15. Comparison of factors which encourages customers to come

16. Services of the sales personnel in Dattani Sqaure Mall (Vasai-

Virar)LIMITED
17. Customers’ mode of transport to Dattani Sqaure Mall (Vasai-Virar)LIMITED

18. Parking space availability in Dattani Sqaure Mall (Vasai-Virar)LIMITED

19. Customers preference towards Kirana store

20. Comparison of Dattani Sqaure Mall (Vasai-Virar)LIMITED with

any Kirana store

21. Comparison of Dattani Sqaure Mall (Vasai-Virar)LIMITED with

others Organized retailers

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 CHAPTER – I.
Introduction

When we talk about digital media marketing, we're not just referring to the Internet or mobile
phone marketing, but also display ads and other forms of online advertising. An ever-
increasing number of people are exposed to various kinds of digital and social media every
single day. Customers may carry out their duties as consumers with the help of this platform,
as it allows them to gain knowledge about items, shop for and use those products, and then
talk about their experiences with others. As a direct result of this mental shift, businesses are
relying more and more on digital marketing channels to reach their target audience. Since
digital marketing relies on computers and other internet-enabled electrical devices and
software, it can be thought of as a subset of online marketing. That is to say, the rising worth
and efficacy of digital marketing may be traced back to the widespread use of technological
applications and the increasing global significance of these developments. Digital
marketing, in the context of the marketing industry, is the promotion of products, services,
and brands using electronic or electrical device channels and media, and electronic
information. Digital marketing allows firms to track and analyze the success of their own
marketing campaigns because it keeps detailed records of all marketing efforts. Thanks to
digital marketing, you can track not only how many people have seen your ads, articles, and

other types of material, but also how much of an impact they have had on your company's
bottom line.

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 Not only does this help the company attract a larger number of customers for less
money, but it also reduces overhead costs. If a company uses this technology, they can track
not only what their customers like, but how they feel about the products they buy. Businesses
can use the information gleaned from such tracking to develop and launch innovative forms
of advertising down the road. Furthermore, user activity can be used to foretell the launch of
forthcoming products. The study's primary focus was on digital marketing, namely the
benefits to consumers and the market as a whole that it has brought about.
Due to time constraints, we will be focusing on only four of them, which we believe to be the
most crucial. Promoting mediums currently in use include social media sites like Facebook,
blogs, and mobile apps. Gartner (2015) predicts that both the demand for electronic gadgets
and the level of future competition will increase. Buying anything, but especially anything
long-lasting like an electrical item, requires careful consideration and research (Mourali et
al., 2005). To wit: (Malhotra, 1986). To decide the best course of action, it is vital to do in-
depth research into the impact that digital marketing has on the selection of these items by
customers. Tapscott (2009) a continues by arguing that the growth and increasing brazenness
of Millennials and Generation Z are a major role in the current state of the industry. Dattani
Sqaure Mall (Vasai-Virar) is proud to present this exceptional offer (Tapscott, 2009). Our
generation's unique distinctions from those of earlier ones are directly to blame for the
unpredictability of the market. Our primary target audience has been students so that we may
learn more about the digital habits and preferences of Dattani Sqaure Mall (Vasai-Virar)
Limited's clientele. To create a successful marketing strategy, one must have an in-depth
familiarity with, and the capacity to predict, the needs and wants of target clients. If you want
to capture the interest and trust of the millennial generation, you'll need to either live up to or
beyond the high standards they've set for you. Recognizing how people's thoughts, feelings,
and deeds shape the communities in which they grow up and spend their adult years is just as
crucial. It's a reasonable assumption that millennials' purchasing decisions are influenced by
the availability of various forms of technology at the store at the time of purchase. This site
was built to disseminate crucial information about how various population subsets perceive
and evaluate the wide variety of digital marketing strategies available. By analyzing their
responses with a method called choice-based conjoint analysis (CBC), we were able to learn
which strategies they favored (Louviere and Woodworth, 1983). DATTANI SQAURE
MALL (India) Limited, a leader in the field of marketing research, has been aggressively
employing this

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 method for more than a decade. It has since found use in sectors as diverse as healthcare, the
environment, politics, and philanthropy. If we investigate the reasoning behind people's
choices, we can learn more about their preferences for common knowledge and the factors
that impact their opinions (in this case, marketing strategy). Participants in the Consumer
Barometer (CBC) are given a variety of options to pick from to mimic the experience of
making a purchase decision (Helme and Kallio, 2011). (choices). As it pertains to them, it is
only reasonable and evident that this condition be satisfied (Desarbo et al., 1995).
Participants in the poll will be asked to select the purchasing approach they feel will provide
them with the greatest benefit when making a purchase choice. The results of CBC will help
us priorities elements of our current and future digital strategy, as well as identify areas
where we can expand our efforts and better integrate them into our overall marketing mix.
Findings from CBC will be used to do this. As a direct result of the Internet's widespread
availability, businesses in the current day have access to a bewildering array of digital
marketing alternatives. Multiple digital marketing channels are available to businesses
seeking to expand their customer base, attract new clients, or increase their return on
investment (ROI) (ROI). Conventional forms of advertising have been supplanted by web-
based strategies in recent years. This is because as more individuals gain access to the
internet, the market and the technology have gotten more competitive (Alnsour, 2018). More
than a quarter of the global market is comprised of digital marketing strategies, which
employ digital technologies to cut expenses and promote businesses on a global scale (Rafiq
& Malik, 2018). Customers are happier with online purchases than with traditional
marketing, and they view digital marketing as more secure than traditional marketing
(Alzyoud, 2018).

Digital marketers have a tremendous opportunity to promote their products because clients
carry their phones everywhere and have access to everything at all times. Reason being,
everyone always has their phone on them. Digital marketing, often defined as a "unique
marketing technique," has allowed businesses to flourish in ways that were previously
impossible with more conventional methods of advertising. Jordan's mobile firm has become
one of the fastest growing in the globe thanks to the increased number of middle-class
Jordanians who use mobile phones to communicate with one another. It is predicted that the
number of users would skyrocket to millions in the future decades. Therefore, the results of
future study into digital advertising channels will have significant implications for business
management. Because of this, nowadays people generally agree that digital marketing is a
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 sort of technology-driven marketing where businesses are encouraged to try out novel
approaches. Furthermore, Internet marketing enables companies to reach out to prospective
clients no matter where in the world they may be. Many people still believe that Internet
marketing isn't as effective as more conventional methods, but the reality is quite different.
The modern advertiser can choose from a wide variety of media outlets. Multimedia
advertisements, such as banner ads and online commercials like e-marketing, and
communication marketing strategies, such opinion surveys, game augmentations, and mobile
marketing, are all examples of these forms of media (Garg et al., 2021).

CHAPTER-II.

Theoretical Perspective

In a study that was published in the journal Marketing Science, the relationship between how
people act and how digital and social media marketing works was looked at. Andrew T.
Stephen, who lives in New York City, writes science fiction and fantasy and also works as
an editor (2015). One of my pieces was in a special issue of Current Opinion in Psychology
about how people act as consumers. On this website, you can find examples of recent
consumer research in other areas, like digital and social media marketing. Scientists may
want to focus their research on the following five areas: Some of the things about digital
culture and consumer behaviour that I find interesting are online word-of-mouth, smartphone

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 settings, and internet advertising (WOM). These articles talk about how customers interact
with, have an effect on, and change their digital environments. Word-of-mouth, which is a
small part of the digital consumer experience, is getting more attention from researchers than
other parts of the customer experience. He goes by the name P. Sathya (slang for Sathya
Patel) (2015) The effects of digital marketing on DATTANI SQAURE MALL (India)
Limited are being looked into right now. For ISSN 2319-7064, the answer would be the same
as in the last sentence. In the case of 2319-7064, the same answer as in the previous phrase
would be right. Number of ISSN: 2319-7064 This magazine's ISSN is 2319-70. (Online) The
International Journal of Science and Research encourages and helps fund original research in
a number of fields (IJSR). This journal puts it out every two months after peer review (IJSR).
Digital marketing is a form of electronic communication that businesspeople use to tell more
people about their goods and services. Digital marketing's main goal is to make it easier for
customers to use a product online. Given that all economic indicators are going in the right
direction, the Indian consumer may soon be crowned king. Representatives from a wide
range of international organizations will be at the coronation because they all think that India
will soon become the world's largest consumer market. In retail, on the other hand, Indian
American customers are treated like royalty. As part of this research project, I plan to look
into and evaluate the Indian retail market. It will be looked at on a global scale, along with
the factors that could affect its growth and development over the next few years. It is the last
part of the supply chain that connects places that deal with bulk goods to the people who will
use them.

The retail business in India is going through a lot of changes. When it comes to supply chain
management, no one seems to agree on the best way to handle the chain as a whole. A study
by AT Kearney found that unorganized retail makes up most of India's 400-billion-rupee
retail business. So, only about Rs. 10,000 crores, or about 10% of the sector's annual revenue,
is tracked and managed. Forecasts say that India's retail sales will be over Rs. 160,000 crores
in 2005. This is a huge jump from Rs. 20,000 crores in the current fiscal year. The TOTAL
retail market is expected to grow from Rs. 400,000 crores in 2000 to Rs. 800,000 crores in
2005, which is an increase of Rs. By 2011, India is expected to be one of the top five markets
in the world for consumer goods, with $450 billion in sales each year. How good are the
chances for India's consumer markets? A lot of talk goes on about them. KPMG's analysis of
the Indian consumer markets from earlier this year can be found online. The conclusions of
the research show that this is true both nationally and internationally: "India's economic
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 potential is huge." The results of this study, on the other hand, show that the next step in the
rise of the consumer market will happen quickly because of improvements in the retail
sector. "Foreign retailers entering India's consumer market is expected to be the next step in
the country's growth and development. Even though foreign direct investment in retail is
mostly banned in the U.S. and Canada right now, many businesses think it will soon start to
grow." Dipankar Senalka, Executive Director and Head of Consumer Markets at KPMG
India, gives the following explanation: Foreign direct investment (FDI) in retail is now
possible because Prime Minister Manmohan Singh recently gave an interview to McKinsey
& Company in which he said he was sure he could convince the Left parties. As part of a
marketing campaign to show off the retail sector in India, the company plans to hold a
roadshow in the US and a few European countries. Also, the data from Dattani Sqaure Mall
(Vasai-Virar) Limited backs up the firm's strategy of being aggressive.

There is SRISTY RUNGTA, ATSHAYA S, and RUNGTA S in the RUNGTA family.

The oldest of the three is SRISTY RUNGTA, who is twenty-one (2016) In this essay, we will
look at the differences and similarities between digital marketing and internet marketing.
Pages from Volume 3, Number 1 from January to April 2016. It was in the January-April
2016 issue of Volume 3, Number 1. The total number of pages in Volume 3, Number 1
(January-April 2016) is 168. Research in Marketing Management and Economics Volume 3
Number 1 covers January–April 2016. (29-33). This essay goes into detail about digital and
internet marketing and gives many examples. Even though most people think they are the
same, Internet marketing and digital marketing are not the same thing. As digital marketing
becomes more popular among businesses, the differences between digital and traditional
marketing are becoming more important for the marketing strategies of businesses. Even
though they are similar, the paper says that you can't switch between the two. In the article, it
is pointed out that online marketing is a part of digital marketing, which is a broader term
that includes more than just internet marketing. There is a thorough look at online marketing,
with a focus on the different communication and distribution channels for digital marketing.
By looking closely at both issues, you can tell the difference between digital marketing and
internet marketing. Oscar Roboyo and his colleagues wrote a paper that was published in
Journals of Revista, Volume 38, Number 61. It looked at the idea of mobile marketing and
how it could be used. It looks at mobile marketing and compares it to other ways businesses
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 market themselves. In this section, we look at different points of view and study results to
learn more about how people accept and feel about mobile marketing. Perceived usefulness
and perceived usability, both of which can be interpreted in different ways by different
people, show how the acceptance process is going. After looking at the results of the study,
the report ends with suggestions for more research on the subject of mobile marketing.

Several companies, like Tata, RPG, Raheja, and Piramal, have spent a lot of money to grow
their retail businesses over the past five years. As part of their plans to grow, these companies
have opened stores, shopping centres, and other places to buy things. Along with Piramal's
Crossroads Mall and Raheja's Shopper's Stop, RPG also owns Food World. Together, these
three malls are worth about Rs1.8 billion. Also, RPG thinks that the network of stores that
Food World owns is worth about Rs1.9 billion. Many of these projects began as simple
attempts to make better use of the space that was already there, but they quickly turned into
successful businesses.

Those who work in the grocery and convenience store industries say that there are more gas
stations. BPCL and HPCL aren't the only big oil and gas companies that are growing at the
same rate. Gas companies are getting into retail because they want to make as much money
as possible and diversify their business, so they don't have to rely so much on commodities
like gasoline. They are also worried about fitting in with the area and making the best use of
their real estate. On the other hand, established family-run businesses are growing. There are
many successful companies in the world today, but three stand out: Nilgiris, a food chain
with headquarters in Bangalore; Vivek's, a consumer goods company with headquarters in
Chennai; and Narula's, a North Indian food chain with headquarters in Delhi. Surprisingly,
manufacturers also support the creation of supplier networks based on their own brand
identities and supply chain integration. Companies in the clothing, shoes, and durable goods
industries have helped both multi-brand stores and specialised chains get back on their feet.

Even though the retail industry in India employs more people than any other, second only to
agriculture, and is mostly made up of small, privately owned family businesses. Even though
it is spread out and mostly made up of family-owned businesses, retail is India's second
largest employer after agriculture. Middle-class and upper-middle-class Americans are
spending more of their own money, which is boosting retail sales in the United States. Large
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 companies, like well-known real estate companies, are more and more likely to do retailing
through Dattani Sqaure Mall Limited. It is expected that this trend will keep going in the
years to come. Specialty and theme malls are a sign that India's retail and leisure industries
are getting more modern. In the organised retail sector, more and more well-known
businesses and brands like Crossword, Shopper's Stop, and Pantaloon are taking the lead in
their fields. Along with Piramal's, Tata's, and Raheja, other well-known names in India's
organised retail industry are ITC, S. Kumar's, RPG Enterprises, Aerens, and Omaxe, among
others.
Why we Need Digital Marketing :
Growth opportunities for small business: One of the most important advantage of digital
marketing is one can select any method for marketing as per the budget and can easily reach
large number of audience at less cost. In traditional marketing launching any new product in
the market is itself is very difficult task.

 Convenience for the customers: Without setting local outlet marketer can easily market
the product on the internet this eliminates the barriers of distance. Now without any spending
on distributer channels in different country one can easily export business globally.

 Less cost: Marketing product through retail outlet costs very high a compare to market
product on the Internet. One should not have spent on maintenances of stores and on
displaying products on the shops, as one can order as per the demand of the product.

 Personalization of the customers: Through digital market customer needs are fulfilled
effectively and efficiently, having faster and easy interaction with the customer apart from
this it increases customer satisfaction for the product as they can easily make comparison
between the products and make purchase decision accordingly.

 Build good relationship with the customers: Internet helps to build good relationship
between customers and marketer as it increases the customer retention level. It build a good
communication with the customer from the point they purchase the product to the feedback
related to the product and also solve the queries if the customers have any.

 Instant Comparison between the products: Customers can easily do comparison between
the products and then accordingly make purchase decision. Online marketing allow
customers to make free choices of the product and the then take decision as per the
satisfaction.

 Clear Information available for the product: In digital marketing all the information are
available openly displayed on the internet any customer can go through the information
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 provided and make decision accordingly. On the Internet each and every information in detail
are available whereas in retail shops very limited information are provided by the retailer
only as per their knowledge.

Indian consumption cosmos

Private expenditure on goods and services by individuals has been India's primary engine of

economic expansion throughout the course of the previous few decades.

fashion
accessories 5.5%

Telephone consumer
1.8% durable 4%

Enterainm furniture
ent 7.9% 3.4%
consumption
spending
$350 billion

Health,
Fashion beauty &
9.5% pharama
3.8%

Book &
food 62%
music 1.1

Dattani Sqaure Mall (Vasai-Virar) Limited

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 The Indian supermarket or mall Dattani Sqaure is owned and operated by Dattani Sqaure
(India) Limited. The company's retail outlets sell not just a varied selection of fresh produce,
but also household goods and toiletries. It is true that Dattani Sqaure does business in India.
Value- added services are another thing Dattani Sqaure has to offer.
Dattani Sqaure, or just Dattani Sqaure, is a twenty-store Indian grocery chain. Food, interior
decoration, and clothing are always hot topics.

Both Shoppers Stop and Dattani Sqaure India Ltd., which first launched in 2006, are
subsidiaries of the same parent business, K Raheja Corp. Dattani Sqaure was acquired by
Future Group for $655 million in 2017. The first Dattani Sqaure store opened in 2012 in
vasai, Mumbai. Twenty locations across India have been opened by the company, including
those in , Navi Mumbai, Ahmedabad, Vadodara, Pune, Delhi-NCR, Panvel, and Thane.

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 CHAPTER 3
LITERATURE REVIEW

Mobile marketing was the subject of a 2017 research report, which was followed by Mobile
marketing: a study conceptualization and synthesis, written by Oscar Roboyo and his
colleagues. As of right now, Issue 61 of Revista Journals, Volume 38, is available online.
Introduction: The essay begins by contrasting mobile marketing with more conventional
forms of advertising. The next step is to examine the many perspectives and research
findings on the use and reception of mobile marketing, as well as some of the most
influential theories in the sector. A product's likelihood of being adopted is largely
determined by how simple and helpful its users perceive it to be. Having neither of these will
make someone unacceptable. The results of Dattani Sqaure India Limited's study into mobile
advertising are discussed here. Acrobatic and talented, Marin Istvanic hails from Croatia as a
singer and actor. Zagreb, Croatia is the city of his birth. (2017) These days, businesses can't
afford to ignore digital marketing methods. There were sixty-five pieces published in
Volume 8 Number 2 of the International Journal of Electrical and Computer Engineering
Systems in 2017.

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 EEE Transactions on Industrial Electronics (IEEE) Promotion of products is more crucial
than ever in the modern era, and digital marketing methods and tools are widely employed to
this end. More and more people are warming up to digital marketing since it allows them to
more directly communicate with their target audience through channels like targeted ads and
search results that are tailored to the individual user's interests. In this piece, I'll discuss the
several options available for online advertising, including the technologies that power them
and the benefits and drawbacks of each. We will be concentrating on search engine
optimization, search engine marketing, display advertising, social network marketing, and
email marketing in addition to social media marketing. Internet advertising, social media, and
company networks are just a few examples of the cutting-edge business practises that the
authors of this study hope to examine.

CHAPTER-III.

Objective And Scope

Objective:

• According to the business, digital marketing has an impact on consumers' opinions

of Dattani Sqaure India Limited.
• Learn what items Dattani Sqaure India Limited clients prefer to purchase, then build
your recommendations on that knowledge.
• Discover what clients of Dattani Sqaure India Limited, both existing and
prospective, think of the business.

• There are numerous techniques to assess the level of satisfaction of Dattani

Sqaure India Limited store patrons.

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 • The names and market share of the principal rivals of Dattani Sqaure India
Limited.

The following are the study's aims and objectives:

The goal of this study, according to Dattani Sqaure India Limited, is to find out how people
in the National Capital Region buy things. Both first-hand and second-hand sources were
used to get information for this investigation. We didn't have much time, so we could only
reach a small number of people. Since this study was only done in the National Capital
Region, only urban areas can use the results. It was hard to compare the different buying
habits of rural consumers because their social norms, social status, views, and sense of what
was acceptable were different from those of urban consumers. In the National Capital
Region, there aren't as many places to do research as there are in other parts of the country.
Because this project has been so successful, researchers in the organized retail sector of the
National Capital Region have decided to do more research. To do this, you have to look at
how innovative a company's technology is, how competitive its managers are, and other
things.

Taking into account the significance of scientific investigation:

People from the National Capital Region indicated that Dattani Sqaure India Limited was
their preferred retailer in a recent survey. The foundation for future coordinated retail
research has been established in the National Capital Region, which is advantageous both
now and in the future. According to the results of an online survey conducted in the National
Capital Region, it appears that clients of Dattani Sqaure India Limited, particularly women,
are satisfied with their purchases. According to a recent survey, National Capital Region
consumers are satisfied with Dattani Sqaure India Limited. Additionally, research must be
conducted to determine the size, rate of growth, and potential of the National Capital

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 Region market for Dattani Sqaure India Limited. We might develop a strategy for the future of
Dattani Sqaure India Limited based on these realisations.

The findings demonstrate the possibilities and limitations of Dattani Sqaure India Limited's
environmental efforts, which can be applied both inside and outside the organisation.
According to the findings of these investigations, the following businesses are organised
retailing's main rivals: The findings of this study will serve as a roadmap for Dattani Sqaure
India Limited's upcoming activities in the other parts of mumbai. Customers of Dattani
Sqaure India Limited were requested to complete an online survey to rate their satisfaction
with the chain's retail establishments.

CHAPTER-IV.

Research Methodology

Modern society is shaped by recent technology developments as well as by how individuals

shop and what they require. When discussing specific products, the word "research
methodology" refers to a collection of techniques for learning more about a variety of market
sectors. Virtually no firm can survive without conducting research to understand more about
its products and how to use them. The research doesn't address anything else because it
exclusively focuses on marketing. All of these conditions must be met for this approach to
function, and none of them can be accomplished manually. Prudence, skill, talent, savvy in
business, and inventiveness are all crucial traits.

In many disciplines, including medicine, exploratory research is a form of study design that
can be used to gather data.

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 • Contains a kind of sampling that isn't dependant on luck and can be applied in a variety of
circumstances.

• 350 items from a client's sample could be examined.

Data is gathered from an individual's direct interactions with a variety of consumers. A

personalised questionnaire is now being created to collect information, and this effort is
ongoing. Both informal and formal conversations with a variety of respondents are employed
to get the necessary information. It's crucial to get information from secondary sources to
supplement that from primary sources. When potential customers enter the store, Dattani
Sqaure India LIMITED conducts a market study where they speak with them and inquire
about their spending habits and marketing techniques.

CHAPTER –V
Data Collected

Depending on where the information is coming from, there are two different forms of
data collection:

Primary data and secondary data. Here are a few examples of the numerous categories:

data from the initial sources;

data gleaned from other sources:

There are numerous techniques to gather data, and each has advantages and disadvantages
that must be considered. It was important to compile primary and secondary data from a

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 number of sources in order to complete the research project report and accomplish the overall
objective of the study.

Consider the following significant sources of knowledge and data:

Questionnaire A twenty-item, goal-oriented questionnaire (which is fully discussed in the

Annexure) was created with the study's objectives in mind in order to accomplish this
purpose.

Citations and resources are also included.

THE FOLLOWING ARE THE PRIMARY DATA RESOURCES:

Interviews The remaining queries are succinct and direct. Only one of the questions doesn't
fit this mould. On the other hand, the language is understandable and crystal clear. Client
interviews were conducted as part of the research process to understand more about the
company. Their disagreements and inquiries were answered in public.

In order to supplement the primary piece of information, secondary data is acquired from
publicly accessible business papers on the Internet, such as company websites. In order to
gather more details, a variety of additional journals and industry organisations' websites were
also examined. The National Capital Region and Delhi were the locations of the sample
study. It was carried out with the stated intent and in the designated venue and environment.
The sample study was conducted in the predetermined setting. As part of the sample strategy
for this inquiry, 350 CONSUMERS were contacted. The study path had to be kept in mind at
all times since NON PROBABBITITY - CONVINCENCE SAMPLING is a sort of
probability sampling.

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 The survey was self-completed by the respondents, who then returned it to the surveyors for
collection. It appears that there are currently issues with data collection and survey
completion. It makes logical that some of the respondents were anxious because this was
their first time participating in a survey. Given the nature of the survey, it was acceptable that
some respondents left the form blank since they were pressed for time. However, due to a
lack of time, a number of participants did not complete the questionnaire. They either came
up with their own solutions or, if they preferred, elected to leave the issue unresolved when
they couldn't find a good solution among the provided possibilities. The number of responses
was counted once each questionnaire was returned to its sender.

Each respondent was assigned to one of four categories based on how many responses they
provided.

CHAPTER VI.
Analysis

The market of Dattani Sqaure India Limited was physically surveyed to acquire data for
this study. About 350 customers of Dattani Sqaure India Limited in Mumbai and the
National Capital Region (NCR) responded to my online survey that I performed on the
business' website. The survey was carried out on the business' website. To find out more
about the customers and their businesses, we walk around Dattani Sqaure India Limited and
have one-on-one conversations with them. We design a questionnaire specific to each
customer's needs and make it only available to them in order to better serve them. I have used
the data on client consumption habits provided by customers of Dattani Sqaure Mall(India)
Limited extremely well. Your help has been much appreciated. I gathered all of this
information and went over it with a fine-tooth comb to make sure it was accurate.

The results and interpretations of the analyses are further discussed in the part that follows on
this page. User feedback drove each analysis, and I did my best to offer a thorough
interpretation of the data based on what I learned.

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 Customer s monthly income

Higher income Group 5%

Middle Income Group 50%

Lower Income Group 20%

No Income Group 25%

INCOME GROUP

5%
25% Higher me
.60000)
Inco Group
me
(> Rs 0000-60000)
Middle me
Inco Group0000-40000)
50% (Rs. 4 roup
)
20% Lower
Inco

Analysis:
The graph below shows how clients of Dattai Sqaure Mall (INDIA) LIMITED are paid.
55% of the 350 answers came from users earning between Rs10000 and Rs40,000 per month.
Higher monthly income earners (> Rs. 60000) are the least likely to shop there, making up
only 5% of all transactions, claims Dattani Sqaure Mall (INDIA) LIMITED. More than
25% of Dattani Sqaure Mall (India) Minimal's customers are on a tight budget.

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 Students make up the majority of the low-income population, which is estimated to be one-
fourth of the total population.
As previously stated, middle-class consumers favour Dattani Sqaure Mall (INDIA)

Weekly 29%

Monthly 34%

Quarterly 23%

On unplanned basis 14%

LIMITED as their favourite shopping destination because of its affordable pricing across all
product categories.
Much Dattani Sqaure Mall (INDIA) Limited does not get customers from the highest
income level because it does not sell branded goods. Dattani Sqaure Mall (India) Limited is
more likely to accept applicants with higher income levels. Due of their social status, they
are embarrassed to purchase at Dattani Sqaure.

They are embarrassed by the low-cost merchant RETAIL (INDIA) LIMITED. Since its
inception, Dattani Sqaure Mall (INDIA) LIMITED has gained a lot of support from the
underprivileged. which makes them feel uncomfortable. Ever since it began,

Customers Visit in Dattani Sqaure Mall

29%

Weekly
Monthly
34%
Quarterly
On a unplanned basis
1.2

23%

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 Interpretation:

Yes 64%
No 36%

Customers visit DATTANI SQAURE MALL (INDIA) LIMITED on a weekly average of

29%, a monthly average of 34%, a quarterly average of 23%, and a scheduled average of
14%, indicating that the bulk of customers visit on a weekly and monthly basis.

Apart from Dattani Sqaure Mall (INDIA) LIMITED visit retail outlet
70%

60%

50%

40%

30%
64%

20%
36%
10%

0%

yes no

Interpretation:
Because of this, I predict that 64% of Dattani Sqaure Mall (INDIA) LIMITED customers
shop at other retail establishments for their needs, as opposed to 36% of Dattani Sqaure
Mall (INDIA) LIMITED consumers, who do not. It reflects the higher degree of client
satisfaction that Dattani Sqaure Mall (INDIA) LIMITED has.

Purpose behind visiting Dattani Sqaure Mall (INDIA) LIMITED

Shopping 60%

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 Outing 10%
Both 30%

Garment Outlet 65%

Footwear Outlet 20%
Food Court 30%
Entertainment 20%
Gift Corner 10%

Analysis:
60% (350) of the respondents to the survey said they went shopping, 10% went out for an
outing, and 30% did both when they visited Dattani Sqaure Mall (INDIA LIMITED).
According to what I understand, Dattani Sqaure Mall (INDIA) LIMITED is primarily a
shopping center, but it also offers a specific ambiance and protocol to people visiting the mall
for leisure, including tourists. Even if they have no intention of making a purchase while
there, people enjoy coming to DATTANI SQAURE MALL (INDIA) LIMITED because of
the setting and infrastructure. DATTANI SQAURE MALL (INDIA) LIMITED is a well-
known retail chain with a solid reputation in India. This is very helpful because of the huge
number of customers the company has.

Demand for other retail outlets in a mall

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 Products that consumers at Dattani Sqaure MLIMITED most frequently
purchase

Clothes 60%
Grocery 70%
Food Item 50%
Cosmetics 25%

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 Technology Item 15%
Gift Item 10%
Any other Item 10%

Analysis: Customers claim that 70% of all purchases are made in the food category.
Clothing choices can be connected to 60% of all sales. Fifty percent of all demand is for
dietary supplements. According to Dattani Sqaure Mall LIMITED, there has been a 25%
increase in demand for leather goods. 10% of total demand is made up of gifts and other non-
electronic items, compared to 15% for technology goods. 15% of all consumer demand is for
electronic goods.

According to Dattani Sqaure Mall LIMITED's research, consumers are more interested in
groceries and clothing, with food items coming in second and third. The latest tools and
technologies do not fascinate customers. The public is uninterested in trinkets and other
decorative objects. The most popular goods are clothes and food, with shoppers favouring
these two categories the most... If Dattani Sqaure Mall (India) Limited wants to keep
customers coming back for more, it must continue to offer low costs and high-quality goods.
Customers are attracted to Dattani Sqaure Mall (INDIA) LIMITED by the wide selection
of locally branded goods and clothing it offers. Branded products should also be highlighted
to maximise the likelihood of increased sales.

Customers' spending habits when they visit Dattani Sqaure Mall (INDIA) LIMITED

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 Below Rs.500/single visit 9%
500-1000 /single visit 14%
1000-1500 /single visit 18%
1500-2000 /single visit 23%
Dattani Sqaure Mall Limited than 2000
/single visit 25%

Analysis: 25 percent of customers at Dattani Sqaure Mall LIMITED spend more than Rs
2000 per visit, indicating that the vast majority of customers make expensive purchases.
Customers of Dattani Sqaure Mall LIMITED spend similar percentages of their purchases
between Rs 1000 and Rs 1500 and between Rs 1500 and Rs 2000. (23 percent). Only 14% of
Dattani Sqaure Mall (India) Limited's customers make purchases totaling less than Rs 500.
Therefore, I think the vast majority of buyers buy in bulk, which results in a huge financial
outlay. It is commonly known that Dattani Sqaure Mall LIMITED has a big sales volume.
Due of the cheaper prices of Dattani Sqaure Mall LIMITED's products, customers are more
inclined to make greater purchases there. Spending more money at Dattani Sqaure Mall
(INDIA) LIMITED makes customers more inclined to frequent the store. The majority of
customers at Dattani Sqaure Mall LIMITED who spend less than Rs 500 do so to pass time.
Throughout the operation, they frequently spent money on food and other products while
commuting by car. Their impulsive

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 buying tendencies have a big impact on their shopping decisions. Additional savings are
available for those who make large purchases. Dattani Sqaure Mall Limited predicts that
people will spend more money in other places as a result of this.

Time spent by customers in shopping in DATTANI SQAURE MALL

(INDIA) LIMITED

Less than 2 hours 16.3%

2-3 hours 32.5%
3-4 hours 22.5%
4-5 hours 15.6%
More than 5 hours 13.1%

Analysis: At the well-known Mall Dattani Sqaure Mall (INDIA) LIMITED, people spend a
lot of time. The significant majority of respondents (35%) claimed to work at Dattani
Sqaure Mall (INDIA) LIMITED for less than 2 hours each day is, 16.3% of respondents

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 said they visited Dattani Sqaure Mall (INDIA) LIMITED for between one and two hours
while they were at the museum. In Dattani Sqaure Mall (INDIA) LIMITED, any time
spent in the store that is less than half an hour is referred to as "less than a half-hour."

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 My statistical study shows that consumers are growing choosier about the products they buy,
which is why they spend so much time at Dattani Sqaure Mall (INDIA) LIMITED. Due to
the aesthetically pleasing surroundings, customers are more inclined to stay longer at Dattani
Sqaure Mall (INDIA) LIMITED. The bulk of visitors to Dattani Sqaure Mall (INDIA)
LIMITED do not stay for less than 30 minutes. To take advantage of the sales and make a
few small purchases, they had headed to the store. Despite only buying small products,
people spend a disproportionate amount of time in stores. Salespeople should give special
attention to and prioritise clients who browse for a long time and make numerous purchases
because of how important they are as customers.

Comparison of footfalls in Weekdays and Weekends

Weeks days 40%

Weekends 60%

FOOTFALLS

40%

Weeks days
Weekends
60%

Analysis: The data demonstrates that Dattani Sqaure Mall (India) Limited sees more visitors
on the weekends than during the week, which is a positive trend. During weekday business
hours, 40% of the populace visits Dattani Sqaure Mall (INDIA) LIMITED, while 60% do
so on weekends.
Based on this data, I can say with confidence that most customers at Dattani Sqaure Mall
(INDIA) LIMITED prefer weekends to weekdays for making purchases. The fact that there
are more customers on Saturday and Sunday indicates that weekends are busier than
weekdays at Dattani Sqaure Mall (INDIA) LIMITED. Only 40% of customers

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 visit Dattani Sqaure Mall (INDIA) LIMITED during the week as opposed to the
weekends, even if weekend foot traffic increases by 10%. Dattani Sqaure Mall (India)
Limited should stay open later on Saturday and Sunday because the weekends draw in more
customers. Weekends and weeknights are ideal times to undertake small infrastructure
upgrades that will improve the visibility and mobility of your clients. To entice customers to
visit the business during the week as well, Dattani Sqaure Mall (INDIA) LIMITED may
provide weekday discounts. The number of parking spaces may be increased by Dattani
Sqaure Mall (INDIA) LIMITED in response to the rise in weekend shoppers. If enough
people show interest, a weekend-by-weekend temporary parking plan might be developed.
Dattani Sqaure Mall (India) Limited should spend more on weekends, when more of its
customers attend events, and less on advertising and product displays throughout the week.

Customers preference of timing to visit Dattani Sqaure Mall (INDIA)

LIMITED

10 A.M - 1 P.M 8%
1 P.M – 3 P.M 17%
3 P.M – 6 P.M 35%
6 P.M – 10 P.M 40%

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 8%

17%
40% 10 A.M - 1 P.M
1 P.M – 3 P.M
3 P.M – 6 P.M
6 P.M – 10 P.M

35%

Analysis: The previous pie chart shows that most of the clients of Dattani Sqaure Mall
(INDIA) LIMITED favour evening shopping. A quarter of the popular visits Dattani
Sqaure Mall (INDIA) LIMITED during the day, primarily after lunch.
I've come to the conclusion that Dattani Sqaure Mall (INDIA) LIMITED is more active
during the day and at night based on the facts presented above. In Dattani Sqaure Mall
(INDIA) LIMITED, the population density at night is higher than during the day. Always
accessible ONLY SMALL DATTANI SQAURE MALL (INDIA) There is a greater chance
that DATTANI SQAURE MALL (INDIA) LIMITED will sell more goods at night than
during the day. To draw clients, EVERYTHING DATTANI SQAURE MALL (INDIA)
LIMITED will
provide special products all day long. By evening, it will probably have sold all of the things
on hand, if it sells anything at all during the day. Because of this, it will draw more people
who want to buy distinctive goods all day long. However, because it draws a lot of impulse
shoppers, DATTANI SQAURE MALL (INDIA) LIMITED will also be able to sell other
goods.

Comparison of customers purchasing with planned list of products and purchasing

products on unplanned basis

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 Yes 50%
NO 40%

Analysis: The data shows that more over half of the 350 survey participants arrived at Vishal
Mega Market prepared. 40% of visitors don't have a shopping

I've learned from customer feedback that most DATTANI SQAURE MALL (INDIA)
LIMITED clients arrive with a list. Most customers of DATTANI SQAURE MALL
(INDIA) LIMITED arrive without a list and select items based on personal preferences. Due
to their mall visits, this audience is exposed to DATTANI SQAURE MALL (INDIA)
LIMITED. They base their purchases on brand, category, and all-around quality. Several
couples dine and converse at a food market after going shopping in a mall. A shopping list
increases a customer's likelihood of making a purchase. DATTANI SQAURE MALL
(INDIA) LIMITED needs to offer a larger variety of essential items and a more logically
organised product list in order to draw in more customers.

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 Brand preference of customers in DATTANI SQAURE MALL
(INDIA) LIMITED

Yes 10%
No 50%
Depends on category 40%

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 BRAND PREFERENCE

10% Yes No
40% Depends on category

50%

Analysis: As shown in the graph above, just 10% of visitors to DATTANI SQAURE
MALL (INDIA) LIMITED had a list of brands in mind, which is lower than the national
average. The creation of an advance list of brands is fiercely opposed by a whopping 155
percent of respondents. According to the product categories they sell, 40% of survey
respondents create brand lists. As a result, I think that customers of DATTANI SQAURE
MALL (INDIA) LIMITED do does not place a lot of importance on brand choice while
making purchases. A small number of consumers actively seek out brands, albeit the
percentage varies by product category. Given the small number of reputable brands that
DATTANI SQAURE MALL (INDIA) LIMITED carries, it is unlikely that customers will
make purchases based solely on the labels.

DATTANI SQAURE MALL (INDIA) LIMITED offers a wide range of locally branded
goods across many industries, including the food and fashion industries. Despite the fact that
they spend a lot, customers.
Because of their low cost, they must be of bad quality. since the vast majority of clients earn
modest to low salaries. There may be significant pricing differences between stores for
identical products in the same category. A product's pricing has an impact on its overall
quality. This enables product customisation for a wide range of consumer types. Customers
search for clothing-related vendors most of the time. A bigger percentage of customers
choose the brand of locally produced goods and food products they want to buy before
visiting DATTANI SQAURE MALL (INDIA) LIMITED.

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 More branded products should be available in each category in DATTANI SQAURE
MALL (INDIA) LIMITED so that customers can compare and contrast the various

Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%

brands before making a purchase. As a result, more customers will stop by DATTANI
SQAURE MALL (INDIA) LIMITED, increasing the volume of sales.
Comparative analysis of brand choice across diverse product categories

45%
40%
35%
30%
25%
20% Series1
15%
10%
5%
0%

Analysis:
The most popular brands are those for food and clothing, with 40% of respondents liking
each. For gifts, 33% of respondents choose a certain brand, and 25% do the same for
technical equipment. Only 2% of respondents choose one brand over another when it comes
to leather products, compared to 16% across all other categories.
This leads me to the conclusion that consumers choose brands for some things before making
a purchase, but not for services or other goods. Customers can choose their chosen brand of
electronic equipment in advance at the supermarket chain since DATTANI SQAURE
MALL (INDIA) LIMITED carries a wide variety of branded electronic equipment.
Customers
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 prefer their own food and apparel brands, and DATTANI SQAURE MALL (INDIA)
LIMITED develops a number of regional brands in addition to well-known global brands
like flying machine jeans.

Cash Payment(Blue) 55%

Credit Card(Yellow) 19%
Debit Card(Red) 26%
UPI Mode(Green) 33%

Mode of payment of customers in DATTANI SQAURE MALL (INDIA) LIMITED

Analysis: My research indicates that 55% of the customers of DATTANI SQAURE MALL
(INDIA) LIMITED make cash payments(blue). The bulk of customers of DATTANI
SQAURE MALL (INDIA) LIMITED use credit cards(yellow) while making purchases,
while 26% use debit cards(red) while 33% of uses UPI (Green).

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 Comparison of factors which encourages customers to come in to
DATTANI SQAURE MALL (INDIA) LIMITED
Price 60%
Service 40%
Ambience 50%
Product Variety 65%
Product Quality 20%
Convenience 35%

70%
60%
50%
40% 60% 65%
30% 40% 50% 35%
20% 20%
10%
0%

Analysis: The affordable rates and wide assortment of DATTANI SQAURE MALL
(INDIA) LIMITED inspire people to purchase there. Due to the company's extensive
selection, almost 65 percent of respondents chose DATTANI SQAURE MALL (INDIA)
LIMITED. The vast majority of clients even claimed that price reductions motivate them to
come back. Customers have constantly praised the service and ambiance of DATTANI
SQAURE MALL (INDIA) LIMITED. 35% of customers of DATTANI SQAURE
MALL (INDIA) LIMITED
see the ease of shopping as another factor in their loyalty. Since just 20% of customers are
pleased with the quality of the company's products, customers are encouraged to keep doing
business with DATTANI SQAURE MALL (INDIA) LIMITED.

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 I have discovered from my investigation that DATTANI SQAURE MALL (INDIA)
LIMITED offers a wide range of goods. Because DATTANI SQAURE MALL (INDIA)
LIMITED offers a large selection of goods in one place, customers like shopping there.
Additionally, it is well known that DATTANI SQAURE MALL (INDIA) LIMITED offers
its items at a lower price than those of its rivals. In addition to providing outstanding
customer service, DATTANI SQAURE MALL (INDIA) LIMITED fosters an environment
that encourages client loyalty. Furthermore, DATTANI SQAURE MALL (INDIA)
LIMITED chose a position from where it can easily attract new clients. The location of the
out-of-town hypermarket MUCH DATTANI SQAURE MALL (INDIA) LIMITED was
selected to allow customers to easily commute to the establishment. Customers must be
entirely satisfied with their purchases from DATTANI SQAURE MALL (INDIA)
LIMITED in order for them to never consider doing business with a competitor in the same
sector.

Services of the sales personnel in DATTANI SQAURE MALL (INDIA) LIMITED:

Very good 17%

Good 29%
Ok 36%
Poor 13%
Very poor 5%

40%
35%
30%
25%
20%

36%
15% 29%

10% 17%
13%
5%
5%
0%
Very good Good Ok Poor Very poor

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 Security has identified and detained anyone who drives a rental automobile to DATTANI
SQAURE MALL (INDIA) LIMITED. They might only be passing through, after all.
Parking space availability in DATTANI SQAURE MALL (INDIA)
LIMITED

Less than adequate 45%

Adequate 45%
DATTANI SQAURE MALL (India) Limited than 10%
adequate

AVAILABILITY OF PARKING SPACE

10%

Less than
adequate
45% Adequate

More than
45% adequate

Analysis:
The majority of respondents, as represented by the pie chart, think that DATTANI SQAURE
MALL (INDIA) LIMITED does not offer enough parking space. An equivalent number of
respondents said that there is enough parking at DATTANI SQAURE MALL (INDIA)
LIMITED. Only 10% of those surveyed by DATTANI SQAURE MALL (INDIA) LIMITED
think there is enough parking for everyone.
Interpretation:
According to the information given, I'm going to assume that the customers of DATTANI
SQAURE MALL (INDIA) LIMITED aren't happy with the parking spaces that are available.
Parking spaces being scarce could result in DATTANI SQAURE MALL (INDIA) LIMITED
losing customers. Although many customers claim that DATTANI SQAURE MALL
(INDIA) LIMITED
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 has enough parking, this poses a threat to the business because it is expected that more
customers will arrive. DATTANI SQAURE MALL (INDIA) LIMITED customers may
experience

Yes 65%

No 35%

parking difficulties during the holidays.

Customers preference towards Kirana store:
0 0

35%

yes
no
65%

Analysis: Customers claimed they visited their neighbourhood store 65 percent of the time
and none at all 35 percent of the time when asked about their visits to Kerana stores,
according to a survey. This statistic shows that despite shopping at other stores, the vast
majority of customers still prefer Kerana. Customers who have never set foot inside a Kerana
store, on the other hand, are a more recent development.
Interpretation:
Even if a customer is physically present at DATTANI SQAURE MALL (INDIA)
LIMITED, the information I've been given makes me think that most customers choose to
shop at a nearby kerana store. DATTANI SQAURE MALL (INDIA) LIMITED sees
kerana outlets as direct competitors as a result. Whether or not this is true, one of the main
deterrents to buying at the Kerana store is the limited selection of goods. They most likely
don't just want to shop
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 at the kerana store; DATTANI SQAURE MALL (India) Limited are most likely interested
in having a good time.
Comparison of DATTANI SQAURE MALL (INDIA) LIMITED with any Kirana store

Servic e Variet Qualit Convenienc e Shopping

Price y y Ambience
DATTANI
SQAURE
MALL
(INDIA) 70% 50% 100% 40% 25% 90% 95%

LIMITED
Kirana store 30% 50% 0% 60% 75% 10% 5%

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Analysis: The following graph contrasts DATTANI SQAURE MALL (INDIA) LIMITED with a
nearby Kerana business. On every metric, DATTANI SQAURE MALL (INDIA) LIMITED
underperformed. Many customers think that DATTANI SQAURE MALL (INDIA) LIMITED offers
lower pricing than the neighbourhood kirana store because of its convenient location. The survey found
that about half of respondents preferred the Kirana store to DATTANI SQAURE MALL (INDIA)
LIMITED. Every customer who has stopped by the establishment claims that DATTANI SQAURE
MALL (INDIA) LIMITED carries a wider selection of goods than Kirana. Customers have praised
DATTANI SQAURE MALL (INDIA) LIMITED's goods and

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 assistance. When it comes to product quality, 60% of buyers prefer Kirana Store over
DATTANI SQAURE MALL (INDIA) LIMITED, while 40% do the opposite. Only 25%
of those polled find DATTANI SQAURE MALL (INDIA) LIMITED convenient,
compared to 75% who find a Kerana store convenient. 90% of study participants said they
enjoyed shopping at the DATTANI SQAURE MALL (INDIA) LIMITED outlet in Kirana
(105 percent). A majority of customers agree that DATTANI SQAURE MALL (INDIA)
LIMITED has a more upscale environment than Kerana Store, with only 5% thinking the
environment at Kerana Shop is comparable to or better.
I assumed a kerana store was one of the rivals as it was mentioned as DATTANI SQAURE
MALL (INDIA) LIMITED's competition. Additionally, it poses a challenge for DATTANI
SQAURE MALL (INDIA) LIMITED because traditional kerana shops have been found to
boost client satisfaction. Customers of kerana shop must trust DATTANI SQAURE MALL
(INDIA) LIMITED in order for them to become DATTANI SQAURE MALL (INDIA)
LIMITED customers, hence it must constantly improve its features and outperform kerana
store.

Comparison of DATTANI SQAURE MALL (INDIA) LIMITED with others Organized

retailers based on following points
Shopping
Pric Servic Variet Qualit Convenienc Experienc
e e y y e e Ambience
HYPERCIT
Y RETAIL
(INDIA)
LIMITED 45% 50% 55% 52% 54% 46% 58%
O. Org. Retails 55% 50% 45% 48% 46% 54% 42%

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 60
55
50
45
40
35 Big bazaarO. Org. Retails
30 Series 2

Interpretation:

I thought there was a lot of competition for DATTANI SQAURE MALL (INDIA)
LIMITED, including other organised retailers. Numerous traits of other organised retail that
could lead to higher levels of customer satisfaction endanger the success of DATTANI
SQAURE MALL (INDIA) LIMITED. A concerted effort must be made to improve each of
DATTANI SQAURE MALL (INDIA) LIMITED's characteristics if it is to outperform the
other organised retailers in the market.

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 SWOT ANALYSIS OF DATTANI SQAURE MALL (INDIA) LIMITED

Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis is a business approach

that assesses both internal and external elements that have an impact on an organization's
operations. The competitive and macroeconomic conditions in India make it easier to identify
and assess a company's strengths and weaknesses, opportunities and threats. This is a
business. The advantages and cons of DATTANI SQAURE MALL (INDIA) LIMITED
Retail Ltd. are carefully analysed, as well as the company's prospects and risks. A SWOT
analysis must identify and evaluate both internal and external elements that could affect an
organization's success if it is to be effective. Through the identification of new opportunities,
management of competitive threats, improvement of resource efficacy, and reduction of
commercial and policymaking risks, it might help strategists maximise the performance of
the firm.

When performing a SWOT analysis, the advantages listed below should be taken into
account: The competitive advantage that Retail Limited has
Strengths are a company's assets and capabilities that can be used to create, maintain, and
grow a competitive edge.

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 • DATTANI SQAURE MALL (INDIA) PVT. LTD. (It has helped the business achieve
market share for new products very quickly. creating a pronounced competitive edge in a
market that is becoming more competitive. The market share of DATTANI SQAURE
MALL (INDIA) LIMITED Retail Ltd. in retail (clothing) is growing quickly as a result of
the launch of cutting-edge new products. Private company DATTANI SQAURE MALL
(INDIA) LIMITED is established in London.

Why does the product mix used by DATTANI SQAURE MALL (INDIA) LIMITED
work? A vast range of product combinations are available from Retail Ltd. As a result, it
makes it possible for the retail (apparel) industry to cater to a wide variety of customers,
including but not limited to those with different needs.

• Due to its varied revenue model, DATTANI SQAURE MALL (INDIA) LIMITED has
grown into a number of non-service-related industries. As a result, it has been able to
diversify its revenue sources, leaving the service sector and entering new industries like retail
clothing.

• The business must treat its employees decently if it wants to succeed in the retail (apparel)
market. DATTANI SQAURE MALL (INDIA) LIMITED's staff needs adequate talent
management and skill development opportunities to support the company's long-term growth
and success.

Why DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd stands apart from the
competition because to its track record of successful consumer-driven innovation.

DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd. is experiencing numerous

issues. What does a SWOT analysis's definition of "weaknesses" mean?

• THE HYPERCITY'S WEAKNESSES INDIA RETAIL LIMITED There are

weaknesses in Retail Ltd.'s competencies, resources, and/or strengths. The advantages of
Retail Ltd. are not based on what it lacks, but rather on what it has. To make sure that
apparent vulnerabilities are not the result of poor strategic judgments or poor strategic
planning, decision-makers must assess the apparent vulnerabilities.

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 Why It was expensive to replace the current staff at DATTANI SQAURE MALL (INDIA)
LIMITED Retail Ltd. Few employees control the company's knowledge base, and it's
challenging to replace them given the state of the economy. • Companies like DATTANI
SQAURE MALL (INDIA) LIMITED Retail Ltd struggle to create lucrative local monopolies
and specialty markets in the current economic climate. The company's approach is apparently
failing, as evidenced by DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd.'s
dwindling customer base.

• While the Retail (Apparel) company expands more quickly, DATTANI SQAURE MALL
(INDIA) LIMITED Retail Ltd.'s market share decreases as revenues rise. DATTANI
SQAURE MALL (India) Limited must assess the numerous market developments affecting
the Services industry in order to decide its next steps. HIGH STREET RETAIL (INDIA)

• As dealer networks lost importance, DATTANI SQAURE MALL (INDIA) LIMITED

Retail Ltd. was forced to create a new, reliable supply chain and logistics network, which
increased expenses. Retail Ltd. DATTANI SQAURE MALL (INDIA) LIMITED

Why Retail Ltd's business model is simple to imitate by competitors in the industry, making
it a useful knowledge resource. DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd.
Company Name must create a platform model that connects suppliers, vendors, and end users
in order to effectively address these difficulties.

Due to the history of DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd. using
cutting- edge technologies to lower prices throughout the supply chain, supplier loyalty is at
an all- time low.

The opportunity portfolio of DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd.
is diverse. Opportunities are repeatedly highlighted in the SWOT Analysis. Your explanation
of an opportunity is beyond my comprehension.
• There are several methods for a firm to expand and become profitable, with increasing
earnings and growing market share just two of them.
• Making use of specialist social media platforms and independent retail partners could
reduce the price of launching new products. According to DATTANI SQAURE MALL
(INDIA)
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 LIMITED, launching a new product and taking advantage of rising demand can be
accomplished by beginning small and growing after initial success. The UK serves as the
company's main headquarters for DATTANI SQAURE MALL (INDIA) LIMITED. Due to
its global strategies and execution ability, DATTANI SQAURE MALL (INDIA)
LIMITED Retail Ltd. has an advantage over nearby rivals.

A low rate of inflation improves market stability and makes it possible for DATTANI
SQAURE MALL (INDIA) LIMITED to provide customers loans at lower interest rates,
enhancing their purchasing power. A reduced unemployment rate enhances the stability of
the market and enables DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd. to
provide customers with loans at lower interest rates, boosting their spending power and
encouraging the company's growth. These developments will increase interest in the products
sold by DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd.

• Due to the quick technical development and innovation, industrial productivity has
increased, enabling suppliers to provide a wider range of goods and services. This might
make it possible for DATTANI SQAURE MALL (INDIA) LIMITED to significantly
broaden the scope of its product offering, particularly if it moves into related industries.

Why Due to positive consumer feedback, DATTANI SQAURE MALL (INDIA)

LIMITED Retail Ltd. now has a significant opportunity. Customers enjoy DATTANI
SQAURE MALL (INDIA) LIMITED Retail Ltd's lower-priced products, and the
company has strong brand recognition in the premium market. The business may be able to
arrive at a win-win scenario, enhancing profitability.

• Consumer preferences change frequently, requiring corporate flexibility. Due to rising

disposable money, easy access to knowledge, and rapid technological innovation, customers
are becoming more and more willing to test and experiment with new products. LOTS OF
HYPERCITY In order to successfully execute its overall strategy, Retail Ltd. must keep a
careful eye on both the Retail (Apparel) sector and the larger Services industry.

Knowing what a "threat" is is crucial when conducting a SWOT analysis.

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 • Client perceptions and macroeconomic conditions can have a significant negative impact on
a company's business strategy. Threats cannot always be eradicated, even if they can be
reduced.
• As the interval between new product introductions in the services sector shortens,
competition is escalating. Due to the current situation, businesses like DATTANI SQAURE
MALL (INDIA) LIMITED Retail Ltd. face more competition. • The economy is slowing
because baby boomers are ageing and retiring, and the next generation is trying to make up
for their decreased purchasing power. Younger consumers are less likely to be brand loyal,
and DATTANI SQAURE MALL (India) Limited is keen to try out new products, therefore
the company's profit margins might eventually drop.

• The business of DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd. in India
and abroad may suffer from a trade war between the United States and China, the effects of
Brexit on Europe, and widespread political unrest in the Middle East. Retail Ltd. operates in
several countries, including India.

• An improvement in US-China trade ties may have an impact on the expansion objectives of
DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd. A full-scale trade conflict
might break out, making it challenging for the company to grow in China.

DATTANI SQAURE MALL (INDIA) LIMITED Retail Ltd. may face legal action as a
result of institutions' growing distrust. This is because it might be challenging to follow WTO
regulations and legislation in different markets. Currently, it costs too much money and takes
too much time to participate in legal processes. Economic growth may decrease if
investments in developing markets decline.

• One of the main issues with the partnership between local businesses and DATTANI
SQAURE MALL (INDIA) LIMITED Retail Ltd. in the international market is the loss of
intellectual property rights. Comparatively speaking, China's system of intellectual property
rights is weaker than that of other developing nations like Brazil.

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 CHAPTER VII

CONCLUSION

Everything you need to complete all of your shopping needs is available at this vast shopping
centre. With a wide range of products available, this organisation provides a competitive
pricing option. DATTANI SQAURE MALL (India) Limited has had a successful and long-
lasting run in the retail sector overall from the company's establishment. It has established a
reputation in the market as a company that provides competitively low costs as a result of the
aggressive way in which it sets prices. The majority of the organization's entire revenue
comes from its customers. The bulk of the company's clients, according to the organisation,
are middle-class families with two to three kids. Shopping and attending major bazaars are
two of the most popular activities that Indian families enjoy doing together, according to
DATTANI SQAURE MALL (India) Limited. Particularly with younger generations, this is
true. Huge bazaars are renowned for both their immense size and the sizable number of
visitors they draw from all over the world. It is customary when visiting sizable bazaars to
buy an item to match the clothing you are wearing then and then. A potential customer's
decision to buy is influenced by a wide range of factors when it comes to digital marketing.
The next paragraphs will go into greater detail on each of these factors. Here are a few more
instances for you to think about. Customers have access to a wide range of advantages,
including but not limited to exclusive discounts, door-to-door delivery (for a small additional
cost), happiness, convenient payment options, favourable customer feedback, and courteous
service. The flexibility of completing transactions through digital marketing, where
customers may do it whenever they want and with any form of payment they choose, is often
what draws customers to these types of businesses.

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 stationery, electronics, leather goods, watches, jewellery, home accents, sporting goods, and
chocolates, are available for purchase from the company DATTANI SQAURE MALL
(India) Limited. Much As an omni-channel hypermarket, DATTANI SQAURE MALL
(India) Limited sells a wide range of goods, including clothes, food, stationery, electronics,
leather goods, jewellery, crockery and other decorative items, sporting goods, and
chocolates. You can buy these items offline or online. DATTANI SQAURE MALL (India)
Limited is a one-stop shop for clothing, food, stationery, cuisine, electronics, leather goods,
watches, jewelery, crockery, decorative items, sporting goods, and chocolates. One of the
services provided by DATTANI SQAURE MALL (India) Limited is the ability to arrange
home delivery. The business competes directly with any niche retailer that offers a broad
selection of goods and runs year-round sales. The study's findings show that DATTANI
SQAURE MALL (India) Limited has a sizable customer base, the vast majority of whom are
happy with the products and services the business offers. There are already 34 DATTANI
SQAURE MALL (India) Limited sites in India, however it seems like the number of these
locations is growing at an alarming rate as more customers seem to want them.

The business DATTANI SQAURE MALL (India) Limited, which provides customers
with a diversified assortment of products over a large range of subcategories, is a great
example of this. It was transformed into a shopping mall that catered to people from middle-
class families. Pizza to baby food is just a few of the many products this store sells, all of
which are gathered in one convenient area. Its main objective is to market goods and services
to the city's middle-class citizens, who make up the vast bulk of visitors to the area. Even the
vast majority of consumers who regularly visit big bazaars restrict their purchases to
necessities. People go here from all over the world not just to purchase at the massive bazaar,
but also to take tours and partake in other activities.
It accomplishes this purpose in part by offering its clients a tranquil setting to hang out in.
People are drawn to shopping malls because of the wide variety of goods they offer, whether
they are there to shop or just to visit as guests. The most popular goods to buy in Delhi's vast
market, which has more than a million distinct stalls, are clothing, food, and other items related
to food. The biggest problem with huge bazaars is frequently stated as the lack of enough
parking spaces for customers' cars. It's probable that fewer people will shop at the enormous
market if there is nowhere for them to park their cars. It has been reported by a large number of
people that finding a parking spot at the mall was easy, which may be

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 because there are many spots available. The firm conducted a survey to identify which shops
in a huge bazaar were the most competitive in comparison to those that were the least
competitive. The Tata Groups (Croma), DATTANI SQAURE MALL (India) Limited, Delhi
Bazaar, DATTANI SQAURE MALL (India) Limited, Reliance Retail, and Sabka Bazaar
were found to be the most competitive retailers in the market for kerana shops and discount
specialty stores. DATTANI SQAURE MALL (India) Limited's study served as the basis
for this conclusion.