Retail Sector Compare Spencer

FINAL PROJECT REPORT
ON
A STUDY ON CONSUMER BEHAVIOUR REGARDING ORGANIZED
RETAIL SECTOR WITH SPECIAL REFERENCE TO SPENCERS
Submitted to Punjab Technical University in partial fulfillment of

the requirement for the degree
Of
BACHELOR of Business Administration
Specialization- Marketing
By
RAMAN MAKAR
Roll no. 94232449887
DESH BHAGAT INSTITUTE OF ENGG. AND MGT

(2012)
CERTIFICATE
This is to certify that the project report entitled, Study on consumer behaviour regarding
organized retail sector with special reference to Spencers submitted for the partial
fulfilment of the requirement for the degree of BBA, (Major- Marketing, Minor Finance) for the
Punjab Technical University, Jallandhar, is a bonafide research work carried out by RAMAN
MAKAR, roll no (94232449887) to the best of my knowledge and no part of this project has
been submitted for any other degree.
This assistance and help received during the course of investigation have been fully
acknowledged.
Project Guide
()
ACKNOWLEDGEMENT
On the occasion of completion and submission of project, I would like to express my deep
sense of gratitude to GJ-IMT for providing me Platform of management studies. I thank to our
Director Dr. ASHOK GUPTA , and Faculty members for their moral support during the project.
I am too glad to give my special thanks to my project guide MR. for providing me
an opportunity to carryout project on, A STUDY ON CONSUMER BEHAVIOUR REGARDING
ORGANIZED RETAIL SECTOR WITH SPECIAL REFERENCE TO SPENCERS and also for
their help and tips whenever needed.
Without her co-operation it was impossible to reach up to this stage.
At last, I sincere regards to my parents and friends who have directly or indirectly helped me in
the project.
INDEX
S.No.
TABLE OF CONTENTS
INTRODUCTION
Page No.
1-3
1
2
INTRODUCTION TO RETAL INDUSTRY
4-16
INTRODUCTION TO THE ORGANISATION

3.1 COMPETITORS OF SPENCERS
3
A)
B)
C)
D)
E)
REVIEW OF LITERATURE
31-34
RESEARCH METHADOLOGY
35-39
DATA ANALYSIS
40-61
RELIANCE
MORE
6-TEN
V MART
VISHAL MEGA MART
17-30
SUMMARY
62-63
7.1 CONCLUSION
7.2 RECOMMENDATIONS
ANNEXURE
64-70
8.1 QUESTIONNAIRE
8.2 BIBLIOGRAPHY
1.
CONSUMER BEHAVIOUR
Definition:- Psychology + Marketing = Consumer Behavior

According to the American Marketing Association , Consumer Behavior is defined as "the dynamic
interaction of affect and cognition, behavior, and environmental events by which human beings conduct
the exchange aspects of their lives."
More generally, Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. It attempts to understand the buyer decision making process, both individually and in
groups. It studies characteristics of individual consumers such as demographics, psychographics, and
behavioural variables in an attempt to understand people's wants.
STAGES OF THE CONSUMER BUYING PROCESS :Consumer buying decision process includes six stages. They are:
Problem Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Purchase
Post-Purchase Evaluation
PROBLEM RECOGNITION : Difference between the desired state and the actual condition.
Example:
By seeing a commercial for a new pair of shoes, stimulates your recognition that you need a new
pair of shoes.
Hunger stimulates your need to eat.
INFORMATION SEARCH: Internal Search:

--- Memory
External Search:
--- Friends and Relatives
6
A successful information search leaves a buyer with possible alternatives, the evoked set.
Example: Hungry, want to go out and eat, evoked set is
Chinese food
Indian food
Burger king
EVALUATION OF ALTERNATIVES : Need to establish criteria for evaluation, features the buyer wants or does not want.
Rank/weight alternatives.
Example: If you want to eat something spicy, then Indian food gets the highest rank etc
PURCHASE DECISION :Choose buying alternative, includes product, package, store, method of purchase etc
PURCHASE :May differ from decision, time lapse between purchase decision and the actual purchase, product
availability.
POST-PURCHASE EVALUATION :It is the outcome Satisfaction or Dissatisfaction. This can be reduced by warranties, after sales
communication etc.
Example:
After eating an Indian meal, you may think that really you wanted a Chinese meal instead.
TYPES OF CONSUMER BUYING BEHAVIOR :There are four types of consumer buying behavior, they are :
Routine Response/Programmed Behavior

Limited Decision Making
Extensive Decision Making
Impulse buying
7
ROUTINE RESPONSE/PROGRAMMED BEHAVIOR :Buying low involvement, frequently purchased, low cost items.
Examples : Soft drinks, snack foods, milk etc.
LIMITED DECISION MAKING : Buying product occasionally.

That is when you need to obtain information about unfamiliar brand in a familiar product
category.
Example: Clothes--know product class but not the brand.
EXTENSIVE DECISION MAKING :Complex high involvement, unfamiliar, expensive and infrequently bought products. Spend a lot of time
seeking information and deciding. High degree of risk.
Example: Cars, homes, computers, education.
IMPULSE BUYING :- No conscious planning. The purchase of the same product does not always
elicit the same Buying Behavior. Product can shift from one category to the next.
For example:Going out for dinner for one person may be extensive decision making (for someone that does not go out
often at all), but limited decision making for someone else. The reason for the dinner, whether it is an
anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision
making.
2.
INTRODUCTION
TO RETAIL INDUSTRY
The Indian retail market, which is the fifth largest retail destination globally, was ranked second after
Vietnam as the most attractive emerging market for investment in the retail sector by AT Kearney's
seventh annual Global Retail Development Index (GRDI), in 2008. The share of retail trade in the
country's gross domestic product (GDP) was between 810 per cent in 2007. It is currently around 12 per
cent, and is likely to reach 22 per cent by 2010.
India's retail market is currently valued at US$ 511 billion, and is poised to grow to US$ 833 billion by
2013. Organized retail that currently accounts for less than 5 per cent of the total retail market is expected
to register a compound annual growth rate (CAGR) of 40 per cent and swell to US$ 107 billion by 2013.
The consumer spending in India has increased by an impressive 75 per cent in the last four years and will
quadruple in the next 20 years." Moreover, India recently topped the Nielsen Global Consumer
Confidence study, conducted by Nielsen, a market research company. The biannual report revealed that
Indians are "the most optimistic lot globally who think that their country will be out of the economic
recession in the next twelve months."
The Great Indian Bazaar, Organized Retail Comes of Age in India', India's overall retail sector is likely to
grow to US$ 450 billion by 2015. Another McKinsey report 'The rise of Indian Consumer Market',
estimates that the Indian consumer market is likely to grow four times by 2025.
Some of the key points regarding Indian retail market are:
The total retail market size in India in 2008 was estimated at US$ 353 billion.
The annual growth of the retail market in India is expected to be around 8 per cent.
The total retail market size in India is likely to touch US$ 416 billion by 2010.
The present share of organised retail sector is estimated at 7 per cent.
The estimated annual growth of organised retail sector is 40 per cent.
The size of organised retail sector by 2010 is estimated to reach US$ 51 billion.
The estimated share of organised retail in total retail by 2010 is 12 per cent.
The investment into modern retailing formats over the coming 4-5 years is expected to be around
US$ 25-30 billion.
The great Indian consumer market is still going strong. The ETIG analysis carried out by the Economic
Times revealed that most mass consumer goods and service in India were not much affected by the global
economic slowdown. Despite the inflation experienced during the period, the second-quarter results of
leading 70 consumer-related firms revealed that their aggregate revenues increased by 8.5 per cent during
the September 2008 quarter over the same period in 2007. Even though this was a tad lower than the 9 per
cent growth posted during the first quarter of 2008-09, it was a lot higher than the 7 per cent registered
during the previous three quarters for these firms.
9
The figure above shows the different stages from evolution to growth of Indian Retail industry.
Traditionally Three Factors Have Plagued The Retail Industry

Unorganized : Vast majority of the twelve million stores are small "father and son" outlets
Fragmented : Mostly small individually owned businesses, average size of outlet equals 50 s.q. ft.
Though India has the highest number of retail outlets per capita in the world, the retail space per capita at
2 s.q. ft per person is amongst the lowest.
Rural bias: Nearly two thirds of the stores are located in rural areas. Rural retail industry has typically
two forms: "Haats" and Melas". Haats are the weekly markets : serve groups of 10-50 villages and sell
day-to-day necessities. Melas are larger in size and more sophisticated in terms of the goods sold (like
TVs)
RECENT CHANGES:
Experimentation with formats: Retailing in India is still evolving and the sector is witnessing a series of
experiments across the country with new formats being tested out. Ex. Quasi-mall, sub-urban discount
10
stores, Cash and carry etc. Store design : Biggest challenge for organized retailing to create a customerpull environment that increases the amount of impulse shopping. Research shows that the chances of
senses dictating sales are upto 10-15%. Retail chains like MusicWorld, Baristas, Piramyd and Globus are
laying major emphasis & investing heavily in store design.Emergence of discount stores: They are
expected to spearhead the organized retailing revolution. Stores trying to emulate the model of Wal-Mart.
Ex. Big Bazaar, Bombay Bazaar, RPGs. Unorganized retailing is getting organized: To meet the
challenges of organized retailing such as large Cineplex's, and malls, which are backed by the corporate
house such as 'Ansals' and 'PVR the unorganized sector is getting organized. 25 stores in Delhi under the
banner of Provision mart are joining hands to combine monthly buying. Bombay Bazaar and Efoodmart
formed which are aggregations of Kiranas.
GROWTH CONTINUES APACE
Despite the global economic slowdown, Indian retailers are still optimistic about the India growth story.
Speaking on the issue, Mr Tarun Joshi, CEO and MD of Brandhouse Retails said Fashion retail has not
been impacted in a big way. Not even 0.5 per cent of the working population has been hit in India. The
Indian economy is more stable than other economies across the world and one must not confuse India
with the rest of the world, reiterated Mr Sandeep Kulhalli, V-P, Retail and Marketing, Tanishq.
With the 30-40 per cent drop in retail rentals, Indian retailers are a happy lot. In fact, retailers are also
foreseeing further drops in rentals in 2009 and they are optimistic about their expansion plans for this
year.
Retailers such as Spencer's Retail, Future Group, Shoppers Stop, Westside, Wills Lifestyle, Bata India,
and Raymond, have plenty of expansion plans for 2009.
The Future Group will focus on launching private labels with high profit margins in segments like
toothpaste, shampoo, and butter amongst others. According to Kishore Biyani, MD and CEO of
the Future Group, "Another thrust area will be entering into new segments like rural retail and
telecom products distribution. Through 'Aadhar' we can ramp up rural retail, which is outside the
20 per cent of the population we have been targeting so far."
Aggressive marketing efforts by leading retailers are on. Tanishq is planning a marketing effort for
plain gold along with the World Gold Council during the last quarter of 2008-09. Similarly,
Brandhouse Retails is planning a joint venture with a European private apparel label for the next
financial year, along with the introduction of a few more international brands.
In West Bengal, leading retailers like the Future Group and Spencer's Retail, are expanding and
upgrading their present stores in 2009. Others like Wills Lifestyle, Turtle Ltd, and Bisk Farm, are
planning to set up new stores, particularly in the suburbs.
Auto company Mahindra & Mahindra (M&M) has made a quiet foray into the retail sector with
the soft launch of its specialty format Mom & Me to sell infant care and maternity products. The
company has launched two outlets in Ludhiana and Ahmedabad.
India has one of the largest number of retail outlets in the world. A report by Images Retail estimates the
number of operational malls to grow more than two-fold, to cross 412, with 205 million square feet by
2010, and a further 715 malls to be added by 2015, with major retail developments even in tier-II and tierIII cities in India. Even as the organised retail market is starting to take off, there is an associated surge in
branded discount outlets in India. Top realtors and local retail chains are developing malls in regional
boroughs, specifically to sell premium branded goods.
11
TOTAL RETAIL MARKET SIZE IN INDIA

The Total Retail market size in India at the end of 2008 was Rs 12,781 bn. Food and Beverage
constituted a whopping 74% of the market followed by clothing and textiles at 9%.
Size Of Organised Retail Market
12
RURAL RETAIL
Led by the rising purchasing power, changing consumption patterns, increased access to information and
communication technology and improving infrastructure, the rural retail market is estimated to cross US$
45.32 billion mark by 2010 and US$ 60.43 billion by 2015, according to a study by Confederation of
Indian Industry (CII) and YES Bank.
As per the National Council of Applied Economic Research (NCAER) reports, there are 720 million
consumers across 6, 27,000 villages in rural India.
According to a reportIndia Retail Report 2009 by Images FR Research, "India's rural markets offer a
sea of opportunity for the retail sector. The urban-retail split in consumer spending stands at 9:11, with
rural India accounting for 55 per cent of private retail consumption." Rural India accounted for almost
half of the Indian retail market, which was worth about US$ 273.64 billion in September 2008. With most
of the retail markets getting saturated in tier-I and tier-II cities, the next phase of growth is likely to be
seen in the rural markets.
Major domestic retailers like AV Birla, ITC, Godrej, Reliance and many others have already set up farm
linkages. Hariyali Kisan Bazaars (DCM) and Aadhars (Pantaloon-Godrej JV), Choupal Sagars (ITC),
Kisan Sansars (Tata), Reliance Fresh, and Naya Yug Bazaar, are established rural retail hubs. Retail giants
like Reliance, Spencer's and Subhiksha are also expanding in semi-urban and rural areas.
LUXURY RETAIL
By the next four to five years, India is expected to become a manufacturing hub for global luxury brands,
according to a FICCI-Yes Bank report on luxury brands. The report states that India has the most rapidly
growing high-net worth individuals (HNI) population in the world, and the income level of consumers is
expected to grow three times by 2025. The active age group (2545 years) is likely to rise to a third of the
population.
The report further states that the manufacturing business of luxury items in India can cross US$ 500
million with global brands like Louis Vuitton and Frette looking at India as a manufacturing base.
According to a survey done by AT Kearney, the Indian luxury retail market is estimated to touch US$ 30
billion by 2015. Estimated to be the 12th largest in the world, it has been growing at the rate of 25 per
cent per annum.
ORGANISED RETAIL : INDIA VS. CHINA
Indian and Chinese markets are comparable in many aspects.
Both countries are not homogeneous. They are composed of many markets within a
single country with significantly varying cultures and customer preference across
regions.
There is a significant rural population in both countries with much lower purchasing
power as compared to their urban counterparts.
Both countries are very large geographically thereby adding the distribution and
logistics dimension to trade.
Lastly, consumers in both countries are highly value conscious.
13
INTERNATIONAL RETAILERS
With international brands like Tommy Hilfiger, Esprit and Puma (that have entered the country) growing
well over 100 per cent, many others are also planning to foray into the Indian retail market. India's vast
middle class with its expanding purchasing power and its almost untapped retail industry are key
attractions for global retail giants wanting to enter newer markets.
The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti Enterprises to enter
Indian retail market.
Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary Infiniti
Retail's multi-brand consumer durables retail format, Croma.
The Walt Disney Company, consumer product retailing arm of global animation giant, will soon
add 135 new stores to its existing 15 stores.
World's leading coffee chain, Starbucks' enters India through a tie-up with the country's leading
multiplex operator PVR Limited.
Apple Inc has entered into an exclusive marketing and distribution deal with Reliance Retail
through "iStore by Reliance Digital".
The UK-based international coffee chain, Costa Coffee, plans to double the number of retail
outlets by the end of 2008.
Some of the international players that have already entered India include McDonald's, Pizza Hut,
Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony, Sharp, Kodak, Medicine Shoppe
among others.
E-tailing
The increase in personal computers (PC) and internet penetration along with the growing preference of
Indian consumers to shop online has given a tremendous boost to e-tailing, the online version of retail
shopping. An estimated 10 per cent of the total e-commerce market is accounted for by e-tailing. Several
online retailers are reporting good business in categories like travel, art, books and music. E-tailing in
lingerie and fresh fruit businesses is also doing well.
Retail Franchising
Along with e-tailing, another perceptible trend in the growth of organised retail market has been the
concept of retail franchising. According to industry estimates, retail franchising has been growing at the
rate of 60 per cent in the last three years and is set to grow two-fold in the next five years. And with
immense potential seen in this segment, the US$ 4 billion-franchising industry is likely to see an almost
two-fold rise in the number of franchisees (from 0.2 million) by 2010.
Innovative Retail Concepts
With the entry of new players and the market becoming increasingly competitive, retail players are using
innovative retail concepts to attract consumers.
14
With reduced commodity prices and the recent excise duty cuts, input costs have come down by around
25-30 per cent in several categories. Subsequently, many value retailers have brought down prices by over
15 per cent for various product categories to encourage greater consumption. They are also stepping up
their bargains and discount offers. Retailers like Big Bazaar, D'Mart, Spencer's and Food Bazaar, among
other retailers, have begun slashing prices in product categories like apparel, home products, and
foods (private labels). In fact, modern retailers are now also selling private labels with consumers looking
out for cheaper brands.
Retail companies are also developing and promoting their in-house brands. The Future Group will be
targeting profits worth US$ 2.05 billion from its in-house brands in FMCG, household consumer durable
and electronics and apparel categories by 2012. After the good performance of its in-house consumer
brands such as Tasty Treat, Fresh & Pure, DJ&C, Koreo, the company now wants to extend it to
additional categories like health & beauty, dairy, apparel, and accessories.
Furthermore, Big Bazaar, the hypermarket chain of Future Group, is introducing Customer Advisory
Boards (CABs) as a measure for receiving valuable customer feedback.
With the US$ 6.31 billion pharma retailing becoming progressively more organised, players are now
looking at newer formats to attract more people to their stores. Pharmacy chains like MedPlus and
Goodlife have started providing health check-ups, diagnostic services, dental care and medical
counselling to its patients, besides selling pharma and wellness products.
Goodlife is tying up with the retail major, Future group, to set up these convenience clinics at malls and in
the high streets. MedPlus operates 15 such integrated clinics, and is planning to open at least 50 such
clinics by March 2009.
Innovative concepts in recreational retail are pulling people to malls, and big retail set-ups account for a
small but rapidly growing part of a multi-million dollar industry. There are a variety of concepts like
made-to-order pottery-painting, portrait-making, creating toons or casting gold and silver impressions that
have proliferated in malls or exist as standalone ventures. In fact, a whole new concept of customised,
leisure retail has opened up for the Indian consumer.
15
16
17
TOP 10 Players in Retail Sector
Shoppers' Stop
Westside (Trent)
Pantaloon (Big Bazaar)
Lifestyle
Rpg Retail (Books & Beyonds ,Spencers Musicworld)
Crossword
Wills Lifestyle
Globus
Piramals ( Pyramid & Crosswords)
Ebony Retail Holdings Ltd.
Investments On The Anvil

India's vast middle class with its expanding purchasing power and its rapidly growing retail industry are
key attractions for global retail giants wanting to enter newer markets.
Impact Retail Private Ltd is planning to invest US$ 41.16 million for launching 30 Xcite
consumer electronics retail showrooms in Indian metros by December 2009.
Pyramis India (retailers of branded kitchen accessories), is planning to launch 215 exclusive
showrooms with at an investment US$ 4.11 million, over the next four months.
German lifestyle brand Puma is getting into a joint venture with Knowledge Fire to sell Puma
products ranging from apparel to shoes and accessories. Puma will hold 51 per cent stake in the
JV. The JV targets to open 40 retail stores in India in 2009 and take it up to 140 by 2015.
Indian ethnic wear chain, Fabindia has picked up a 25 per cent stake in the UK-based womens'
wear retailer EAST. The amount was not disclosed and Fabindia has the choice to buy out the
remaining stake in the next three years.
Footwear retail company Pavers England Footprint, will be investing US$ 10 million to set up
1,000 stores across India by 2013. Presently, the company has 25 stores in India. The company is
also looking at setting up an R&D facility in Chennai for designing footwear, with an investment
of US$ 3 million.
In partnership with the Future Group, Axiom Telecom (a mobile retail company from West Asia)
will be forming a joint venture company called Future Axiom Telecom Ltd. The 50:50 JV plans an
initial investment of around US$ 40 million, and targets setting up 1,500-outlets by the end of
December 2009.
18
Mumbai-based retail food and grocery player Wadhawan Food Retail (WFRL) plans to invest US$
308.90 million to set up 1,300 stores across India during 2008-2012. The retail chain currently has
200 stores, managed through four branded formats - 'Spinach', 'Sabka Bazaar', 'The Home Store'
and 'Smart Retail'.
Spencer's Retail will be establishing 300 additional stores by 2010 with an investment of US$
102.88 million. Presently, Spencer's has 700 stores, which account for a retail space of 2.5 million,
which will increase by another 1.3 million sq ft by 2010.
Similarly, ITC's Wills Lifestyle and John Players plan to expand their presence in tier II & III
cities, increasing their retail space around 15-20 per cent. Currently, there are over 50 Wills
Lifestyle stores in India.
Shopper's Stop is also planning to invest US$ 205.78 million for increasing its present store space
of 1.3 million square feet to 2.7 million square feet over the coming 3-4 years.
Leading footwear retailer Bata India is planning to establish 60 stores in 2009 across the country.
Leading garments retailer Raymonds is planning to establish 50 additional stores in tier II & III
cities across the country. According to Aniruddha Deshmukh, President, Rretail and FMCG,
Raymond, its retail stores have witnessed revenue growth of 12 per cent in recent months, despite
the ongoing economic slump.
Tata Group's Trent, (which operates Westside), is planning to add 8-10 stores every year to its
present 31 store in India.
The Future Group will be investing US$ 30.86 per sq ft and US$ 41.15 per sq ft respectively for
an additional 3.5 lakh sq ft for Big Bazaar and 50,000 sq ft for Pantaloons stores over the next one
year in eastern India.
Bisk Farm, the US$ 41.16 million biscuit brand promoted by Saj Industries, will be launching a
bakery retail chain called Bisk Farm, Just Baked'. The company plans to open 100 franchise
stores in different parts of the country soon.
GOVERNMENT INITIATIVES
The government has taken various measures to promote and encourage investment in the Indian retail
industry.
The Government allows 100 per cent FDI in cash and carry through the automatic route and 51 per cent in
single brands. Besides, the franchise route is available for big operators. To further attract global retailers,
the economic survey 200708 has suggested a share for foreign equity in all retail trade and 100 per cent
in respect of luxury brands and other specialised retail chains.
However, many industry experts feel that the Indian tariff structure has to be streamlined as India levies
one of the highest duties and taxes on imported luxury goods. This fuels the growth of the grey market
and duty-free purchases, even as the stringent regulatory environment encumbers investment by foreign
brands.
19
20
Where Is The Opportunity?

Retailers inspired by the Walmart story of growth in small town America are tempted to
focus on smaller towns and villages in India. However, a careful analysis of the town
strata-wise population, population growth, migration trends and consumer spend
analysis reveals a very different picture for India.
As per our estimates, the share of the 35 towns with current population greater than 1
mn in the overall population of India would grow much faster from 10.2% today to reach
14.4% by 2025. Simultaneously, the share of these towns in the overall retail market
would grow from 21% today to 40% by 2025.
Within these top 35 towns, an estimated 70-80% of trade could be in the organized
sector. This is similar to the experience in China where in cities like Shanghai and
FUTURE SCOPE
21
2009 is expected to be a year of consolidation for Indian retail sector. As a result of adoption of best
practices and restructuring of business models by the retailers, organized retail is expected to realign itself
to the market conditions and create new areas of growth in 2009. Given the market malady being faced by
developers and retailers alike, it is possible that partnership models of growth through mechanisms such
as revenue sharing would become more prominent. More deals are going to get renegotiated as priced
drop in over-priced locations. The process of rationalization should reach its peak by March, 2009. In
2009, it is anticipated that the supply pipeline may witness further stalling Most players expansion plans
for 2009 will slow down considerably. However, Projects that are planned well (incorporating approaches
like proper zoning, optimal tenant mix strategies), implemented with high quality standards and
incorporating appropriate mall management practices are anticipated to be successful. In 2009, premier
brands will look at Tier II cities, but certainly not Tier III. Luxury brands will stick to metros.Pan India
mall developers will look at more practical rentals in 2009.High streets may see consolidation with a high
possibility of a revenue-sharing model in terms of the overall cost-to-retailer on many high streets. For
2009, Jones Lang LaSalle Meghraj has seen a decisive upscale in transactions in the hypermarket
category. However, the demand is clearly higher for stand-alone high street locations rather than mallbased locations.
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3.
INTRODUCTION TO THE ORGANISATION

Spencers
BRIEF HISTORY OF SPENCER'S RETAIL

Spencer's commenced operations in India in 1863. 145 years later,the Spencer's name still evokes special
memory of authentic quality at affordable prices. Currently, RPG's Retail activity comprises Spencer's
Retail, RPG Cellucom, Books & Beyond and MusicWorld. Spencer's currently has a national consumer
base of over 48 million people, who walk into the store every year.
PROFILE
Spencers Retail Limited is one of Indias largest and fastest growing multi-format retailer with 400
stores, including 32 large format stores across 66 cities in India. Spencers focusses on verticals like food
and grocery, fruit and vegetables, electrical and electronics, home and office essentials, garments and
fashion accessories, toys, food and personal care, music and books. Established in 1996, Spencers has
become a popular destination for shoppers in India with hypermarkets and convenient stores catering to
various shopping needs of its large consumer base.
OPERATIONS
Spencers has retail footage of over 2 million square feet and over 400 Spencers stores in 66 cities. The
company operates through the following formats:
Spencer's has four formats
23
a)
Spencers express is a store next
door for the fresh needs at arms
length.
These stores are around 1000 sq ft in
size. They are open from 7 am to 9
pm and also provide with home
delivery.
The Express stores stock dairy, fruit
and vegetable, bread and bread
products, cut vegetables/ ready to
cook, fruit juices, fresh batter, fresh
coffee/tea,fresh masalas, fresh
pickles, fresh Ghee, fresh fish and
meat.
a)
b)
c)
d)
Spencer's Express
Spencer's Daily
Spencer's Super and
Spencer's Hyper.
b)
The Spencers Daily store is a
friendly neighbourhood store, which
caters to the entire daily shopping
needs - from regular groceries to
fresh food and also weekly top-up
shopping.
About 4000-7000 sq ft in size and
with a bright and
friendly atmosphere, Spencers
Daily saves the hassle of bargaining
with the local Kirana shop owners
(because it offers the lowest
possible prices).
24
c)
The Spencers Super is the
place to go for the monthly
shopping.
About 8000-15,000 sq. ft. in
size ,the Spencers Super not only caters to
the daily needs but also stocks home care
products; personal care
products, Bakery, Chilled
and frozen food; Baby care
besides groceries & staples, fresh fruits
and vegetables..
d)
The Spencers Hypermarkets
are huge destination stores,
more than 25,000 sq. ft. in
trading area. Shoppers come
here looking for fantastic deals
across all categories.
Hypermarkets ensure comfortable,
clean, bright and
functional ambience to shop
along with the convenience of
finding everything under one
roof at the best value for money.
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VISION
To Build Spencer's as the most professionally managed retail business in the country through:
excellence in all operating processes ;
nurturing and facilitating a learning and growth culture;
building a unique retail experience for the customers.
MISSION
Strives to exceed the aspirations of its customers for a healthy and fulfilling lifestyle by providing:
The most innovative consumer goods and delectable taste experience .
The ultimate shopping experience.
Unsurpassed customer service .
Unbeatable value .
The 'next' place away from home or office to relax and indulge themselves.
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3.1
COMPETITORS OF SPENCERS
a) RELIANCE FRESH
Reliance fresh is the retail chain division of reliance industries of India which is headed by mukesh
ambani. Reliance has entered into this segment by opening new retail stores into almost every
metropolitan and regional area of India. Reliance plans to invest rs 25000 crores in the next 4 years in
their retail division and plans to begin retail stores in 784 cities across the country. The reliance fresh
supermarket chain is rils rs 25,000 crore venture and it plans to add more stores across different g, and
eventually have a pan-India footprint by year 2011. The super marts will sell fresh fruits and vegetables,
staples, groceries, fresh juice bars and dairy products and also will sport a separate enclosure and supplychain for non-vegetarian products. Besides, the stores would provide direct employment to 5 lakh young
27
Indians and indirect job opportunities to a million people, according to the company. The company also
has plans to train students and housewives in customer care and quality services for part-time jobs.
RETAIL PLANS & STRATEGIES
Manoj Modi and Hital Meswani, flanked by a core team of trusted lieutenants and business aides,
constitute the top hierarchy in Reliance Retail. They have access to close supervision from Mukesh
Ambani himself. The retail plans are humungous and Reliance insiders claim that the objective is to 'do a
Wal-Mart' in India.
TARGETS 90,000 CRORE TURNOVER BY 2010
RIL has set a revenue target of Rs 90,000 crore (US$ 20 billion) from its retail operations by year 2010,
almost 10 per cent the size of the current organised retail business in the country. It dwarfs India's current
numero uno in organised retail chain, Pantaloon Retail, which currently has an annual turnover of US$
240 million from its 84 outlets spread over 30 cities and has projected revenues of US$ 2 billion by 2009.
RIL's plans include a pan-India footprint of its stores, across multiple formats and categories, in more
than 800 cities and towns, and in record time.
MULTIPLE FORMATS WITH INVESTMENT OF RS 30,000 CRORE

The brains behind the mega retail venture have been able to ideate and develop a low cost pan-India
supply-chain model that will involve massive economies of scale.
The strategy is to set up a chain of hypermarkets, supermarkets, discount stores, speciality stores, and
convenience store formats in 800-odd cities and towns across the length and breadth of the country at an
investment of around Rs 30,000 crore (US$ 8 billion).
The retail foray will have almost all the leading Indian and international brands, and possibly a sizeable
presence of private labels as well, and would clearly try and build a loyal customer base with tens of
millions of consumers from across the country.
While the sheer scale of operations will ensure Reliance's retail business a 20 per cent return on
investment over a span of five years, its rural low cost-high return investment will ensure sufficient
competitive edge vis--vis purely urban retail operators.
Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness,
Reliance Jewels, Reliance Timeout and Reliance Super are various formats that Reliance has rolled out.
28
Mr. Mukesh D Ambani

Chairman and Managing director
Reliance Retail
Type
Supermarket
Founded
30 October 2006
Headquarters
Mumbai, India
Key people
Mukesh Ambani, CEO
Industry
Retail
EVALUATION OF CATEGORY MIX & FORMATS

Reliance Retail has studied the potential of all possible categories of products and services retailing. In
fact, it is keen on capturing market leadership in every possible retail category, once it has rolled out and
consolidated its retail operations.
The market insights and intelligence derived from this effort has helped Reliance to evaluate each
category on its market-size, growth rate and potential as being one of the main determinants for its retail
rollout operations. This can clearly be taken as a precursor to Reliance's understanding of the retail market
in India, in terms of clear understanding of:
29
The primary sources of procurement of products

Average inventory (retail and warehouse) that is normally maintained at retail stores across various
categories
Seasonal sales variation in categories across different regions in the country
Shrinkage and wastage of products and percentage of returns thereon
The number of SKUs across brands and categories
The credit details (in terms of the number of days and cash) that retailers normally get from their
supplier across various product categories; and
The average gross margin (percentage of MRP) that the retailer generally gets on its products.
Apart from food and grocery, which will contribute 40 percent to total sales, the company is strongly
looking at apparel, lifestyle, consumer durables, and leisure and entertainment operations as its major
drivers of business. It is considering the establishment of both multi-brand as well as exclusive brand
outlets for certain categories of operations.
_________________________________________
b) ADITYA BIRLA MORE - SURVIVING IN THE RETAIL SPACE

ABOUT ADITYA BIRLA RETAIL LTD.:Aditya Birla Retail Ltd is the retail arm of the Aditya Birla Group, a US$ 24 billion corporation with a
market capital of US$ 31.5 billion and in the league of Fortune 500 companies. In May 2007, Aditya Birla
Retail Ltd launched its first store, more. in Pune and currently has 100 stores across the country. With the
acquisition of Trinethra Super Retail, the company will increase its retail foothold to 300 plus stores with
re-branding of Trinethra and Fabmall stores in South India.
Aditya Birla Retail To be among the leading players
30
"Our mission is to change the way people shop. We will give them more." says Mr. Kumar
Mangalam Birla
Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group, today unveiled the brand name under which
the Group's retail business will operate "more.".
This statement clearly articulates what Indian consumers can expect of the more. chain of stores from
Aditya Birla Retail Limited.
Aditya Birla More strategy to offer budget and high value

private labels under More for you and Select seems to be
like successful UKs Tesco model of having separate labels
with separate quality and prices for the same product category.
Aditya Birla Retail Limited re-brands its Fabmall grocery supermarkets to more., a name reflective of its
commitment to offering consumers a more fulfilling retail experience.
The re-branding follows the acquisition of the Trinethra Super Retail that includes the retail brands
Fabmall, Trinethra and FabCity by Aditya Birla Retail in January 2007. As a result of the integration
process, 68 Fabmall stores in Karnataka will be re-branded under the umbrella of more., the retail brand
from the Aditya Birla Group. With the underlying objective to enhance the shopping experience for
consumers, the new stores will continue to be built around the proposition of quality, affordability and
convenience with new in-store merchandise and a whole new retail experience. The more. stores will
offer a wide range of product categories including fruits and vegetables, staples, personal care, home care,
household general merchandise and dairy products.
SO WHAT MORE DELIVERS TO IT'S SHOPPERS?
The more. for you advantage: more. promises a world-class pleasurable shopping experience to Indian
consumers in their very own neighbourhood. more. quality, more. variety, more. convenience and more.
value are the four delivery cornerstones of the more. chain of supermarket stores.
31
MORE. QUALITY :-
Every product at more. goes through a thorough quality check process ensuring 100 per cent more.
satisfaction.
MORE. VARIETY :-
Apart from a large range of national brands, shoppers will also find a section called the Best of India,
which is an assortment of unique products sourced from across India.
The wide range of fresh fruits and vegetables along with private label offerings under brand names Value,
Select and Premium ensure that more. variety is a promise delivered across the store.
MORE. CONVENIENCE :-
Convenient locations within easy reach of consumers and a neat, cheerful and friendly layout, enough isle
space, signage that speaks the consumer's language aiding in identifying what she has come to shop for
easily, all go a long way in ensuring more. convenience.
MORE. VALUE :more. promises best in market pricing. Linking up directly with farmers to source fresh fruits, vegetables
and staples ensure great quality as well as great price. Add to this, the membership program Clubmore.,
which provides convenience, customised shopping solutions and savings, and the more. value promise
becomes all the more evident. The more. brand was successfully launched to representatives of media at a
press conference chaired by the Chairman, Mr. Kumar Mangalam Birla, at the Trident-Hilton rooftop in
Mumbai.Subsequently, the first supermarket was launched in Pune on 31 May 2007 to a phenomenal
response from consumers right from day one. With glowing and positive feedback from consumers, more.
stores are all set to take the market by storm.
_____________________________________________
32
c) 6-TEN
REI Agro launched its 6Ten chain of retail outlets in the last quarter of the fiscal of 2006-07. Through this
venture, we endeavor to get closer to the customers to fulfill their needs. We are committed to provide
excellent value for money maintaining an innovative and responsive operating structure that delivers
quality products and services to customers. Currently, 6Ten is operating 344 stores in the NCR,
Chandigarh, Mohali, Panchkula, Amritsar, Ludhiana, Baddi, Jalandhar, Ambala and Nagpur. All the stores
are on COCO (Company Owned and Company Operated) basis. We are uniquely positioned because of
our experience in the food industry as well as relationship in the supply network. We will capitalize on
our relationships at the retail level to provide our customers with a completely different shopping
experience. Launched on March 27, 2007, neighbourhood convenience neighbourhood convenience
neighbourhood convenience store chain 6Tens retail network has already spread to over 320 stores across
NCR, Chandigarh, Mohali, NCR, Chandigarh, Mohali, Panchkula, Amritsar, Ludhiana, Ambala, and
Nagpur with 3,10,000 sq.ft of retail space on investment of Rs.150 crore. The Rs.1,085- crore listed
company REI Agro Ltd plans to open 1,000stores covering an area of10 lakh sq.ft by FY 2009 Panchkula,
Amritsar, Ludhiana, Ambala, and Nagpur with 3,10,000 sq.ft of retail space on investment Agro Ltd plans
to open 1,000 stores covering an area of10 lakh sq.ft by FY 2009 Panchkula, Amritsar stores covering an
area of Agro Ltd plans to open 1,000.
MISSION :Only a small portion of the retailing market in India is organized. It is estimated that in the supply chain
for fruits and vegetables in India a substantial part of the products ends up as wastage. 6Ten stores will
strive to organize the retail market in India and to improve efficiencies in the supply chain in order to
offer quality products at attractive prices. Our mission is to be the trendsetter in the retail space in India
with professional services making the lives of ordinary Indians easier and more convenient.
VISION :-
33
Through an efficient business model in the retailing sector, 6Ten will be a household name throughout the
nation. By enhancing efficiency and reducing wastage it will ensure substantial savings in the food and
vegetable retailing sector which will be passed on to the customers. We envisage an ideal retailing
business model that can cater to the daily needs of the Indian consumers.
CORPORATE STRATEGIES:REI Agro is determined to maximize the brand REI Agro is determined to maximize the brand value of
Basmati rice. The company has significantly increased the maturity period of rice. It is also scaling up its
productivity using latest technology. In the past few years, a major portion of the company's production
are branded and exported. With a wide network of distributors through out the country, the company has
marked a dignified presence in states like Maharashtra, Gujarat, Delhi, Uttar Pradesh, Rajasthan,
Haryana, Tamil Nadu,
Andhra Pradesh and Karnataka. The company has also plans to expand to Himachal Pradesh, Chandigarh,
West Bengal, Jharkhand as well as other states.
PRODUCT OFFERED BY 6 TEN : Grocery and foods
Daily needs
Commodities
Fresh fruits and vegetables
PROMOTION : It would be safe to say that most companies engage in some form of promotional activity every day of the
year. Promotion is one of the four Ps of marketingprice, product, place, and promotion. Promotion is
generally thought of as a sequence of activities designed to inform and convince individuals to purchase a
product, subscribe to a belief, or support a cause. All of the various tools available to
marketing managers for promotional activities constitute what is known as the promotional mix.
PROMOTION ACTIVITY ADOPTED BY 6TEN :-
Your shop your time

Member card
Coupon card
Price packs/cents-off deals
Premiums
Place utility
Bulk buying
________________________________________
34
d) V MART
V Mart opened its first store at Law Garden, Ahmedabad and today boast of its presence in almost all the
major cities across India. With chain of 26 outlets in 22 cities V Mart is having pan India presence, V
Mart covers over 3,50,000 sq.ft. of area and delights 60,000 satisfied shoppers each day. V Mart is a
multi-branded family store that works on the Value for money retail concept thus providing the masses
with the best quality at cheaper price. The vast product range caters to every age and all the family needs
with Apparels for men, women & kids, Food & Home products, Health & Wellness, Lifestyle Products,
Footwear and Travel Accessories for men, women and kids. V Mart has positioned itself in the Value for
Money category thus providing customers with the most economic and best of quality products. The
Sabse Sasta, Sabse Achcha theme says every thing about V Mart, the philosophy and the values. One can
find the best of products, quality, latest fashion and every thing that keeps customers healthy and happy
and of course the vast range to choose from.
V-MART AIMS TO DOUBLE STORES BY 2010
New Delhi: Aiming to increase its turnover five-fold by 2010, retail major V-Mart is looking at doubling
the number of its stores and focussing more on private labels with an investment of Rs25 crore.
We have currently 52 outlets of our two formats, including 37 hypermarkets of our flagship V-Mart
brand and 15 V-Galz stores catering to womens western-wear. Our plan is to nearly double our store size
in the two formats to touch a figure of 100 by end of 2010, V-Mart Managing Director Lalit Agarwal
said. The money from the project would come from internal accruals.
The Rs100 crore company is also seeking to increase the share of its private labels from 25% to 30% of
the companys overall sales during the period.
V-Mart has around a dozen private labels in the apparel category including J-White (mens formal),
Charcoal (mens casual), Jinxx (womens casual) and Groovy Kids, besides FMCG labels like Fresh and
Clear and Kirana Bazaar and accessory labels including Crux.We are planning to launch more labels
next month on products like corn-flakes and sauces, Agarwal added.
__________________________________________________
35
e) THE VISHAL GROUP

The groups prime focus is fashion retailing. The Vishal stores offer affordable family fashion at prices to
suit every pocket.
The groups philosophy is integration and towards this end has initiated backward integration in the field
of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors.
Vishal is one of fastest growing retailing groups. Our outlets cater to almost all price ranges. Our
showrooms have a product range so wide that all your household needs can be catered to under one roof.
Our stores give you international quality goods and prices hard to match. The cost benefits that we derive
from our large central purchase of goods and services is passed on to the consumer.
The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram
Chandra Agarwal . The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53
million for fiscal 2007.
The groups prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit
every pocket.
The groups philosophy is integration and towards this end has initiated backward integration in the field
of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors.
Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The
showrooms have over 70,000 products range which fulfills all your household needs, and can be catered
to under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you
international quality goods and prices hard to match. The cost benefits that is derived from the large
central purchase of goods and services is passed on to the consumer.
36
4) REVIEW OF LITERATURE REVIEW OF LITERATURE
TITLE :- Online Consumer Behavior: A Review and Agenda for Future Research. By: Christy M. K.
Cheung, Lei Zhu, Timothy Kwong, Gloria W.W. Chan, Moez Limayem. Bled, Slovenia, June 9 - 11,
2003.
ABSTRACT :The topic of online consumer behavior has been examined under various contexts over the years.
Although researchers from a variety of business disciplines have made significant progress over the past
few years, the scope of these studies is rather broad, the studies appear relatively fragmented and no
unifying theoretical model is found in this research area. In view of this, we provide an exhaustive review
37
of the literature and propose a research framework with three key building blocks (intention, adoption,
and continuance) so as to analyze the online consumer behavior in a systematic way. This proposed
framework not only provides us with a cohesive view of online consumer behavior, but also serves as a
salient guideline for researchers in this area. We conclude our paper with a research agenda for the study
of online consumer behavior.
KEYWORDS :- framework for online consumer behavior, intention, adoption, continuance, literature
analysis, individual/consumer characteristics, environmental influences, product/service characteristics,
medium characteristics, online merchants and intermediaries characteristics.
TITLE :-Consumer Comfort: A Retail Perspective

By:-Jeremy Ainsworth, Jamye Foster, University of Canterbury.
ABSTRACT :This paper introduces the construct of consumer comfort, identifying it as a service construct with
applicability to the retail context. A brief literature review outlining comfort research in both marketing
and non-marketing areas is presented, followed by a short introduction to the concept of familiarity and
its influence on the comfort constructbuilding the foundations for the conceptual framework and
propositions. Within the conceptual framework four non-service elements are identified: lighting, layout,
music, and colour. These four non-service elements, along with familiarity serve as independent variables
which are expected to have a positive relationship with consumer comfort.
TITLE :- The Impact of Retail Salespeople and Store Atmospherics on Patronage Intentions Natalie
Hedrick, Dr Michael Beverland & Professor Harmen Oppewal Monash University.
ABSTRACT :This conceptual paper presents a framework that identifies the impact of store atmospherics on
consumers expectations and perceptions of the retail salesperson, and subsequently howthe selling
approach impacts on patronage intentions. A review of the literature relating to the consumption
experience, store environment and retail salespeople provide the theoretical underpinnings for the
frameworks propositions. After presenting the framework, the research implications are discussed, in
addition to the proposed methodology. The initial findings and analysis from the research will be
presented at the conference. Keywords: Store Environment, Salespeople, Purchase intentions.
TITLE :-The influence of lighting in the build environment: a study to analyse human behaviour and
perception as measured by mood and observation.By K. Quartier and K. Van Cleempoel Department of
architecture, art and design, PHL University College, Hasselt, Belgium, katelijn.quartier@phl.be
38
ABSTRACT :My research involves understanding human movement through lighting. For ages people have been
attracted by light, either by fire, candles or more recently lamp bulbs. Out of this point of view the
question arose whether humans are influenceable in the way they move in the build environment, retail
environments in this case, guided through lighting. Hence, the first focus of the study lies on how humans
behave (move) under certain lighting conditions: way-finding as well as their walking speed are included.
The second focus of this study lies more in how humans perceive that space under certain lighting
conditions, on a more emotional based approach. The experiments are currently and in the next few
months held in a controlled environment, which is a simulation of a supermarket. In a next stage the
results will be validated in real settings. Together with the theoretical background, already developed, the
results of these experiments will give a clear view on the how humans move through space and how they
perceive space, by the manipulation of lighting.
ARTICLE :-Environmental color, consumer feelings, and purchase likelihood

Joseph A. Bellizzi 1 *, Robert E. Hite. Arizona State University.
ABSTRACT :This study tested the effects of red and blue in a shopping-related context. Red and blue were selected
because of their opposite color properties. Prior color research has shown that red is perceived as negative
and tense as well as physically arousing. Blue, on the other hand, has been identified as calm, cool, and
positive. Two laboratory experiments were conducted. In both experiments, retail environments were
simulated using predominately red or blue colors. Both experiments corroborate the differential effects of
red and blue that prior research suggested. Specifically, more positive retail outcomes occurred in blue
rather than red environments. More simulated purchases, fewer purchase postponements, and a
stronger inclination to shop and browse were found in blue retail environments. The second experiment
helps to identify a plausible explanation to color effects. The results indicate that the affective perception
of color rather than the arousal dimension of color may be responsible for the outcome. The positive
effects of blue and the negative perception of red may have influenced the results.
TITLE :- Determinants of Purchase Behaviour of Online Consumer

By:-D.VENKOBA RAO Reader, Department of Business Management,Aristotle PG College, Hyderabad.
ABSTRACT :Online consumer behaviour is a broad and interesting area of study that can benefit organizations in their
efforts to market and sell products online. As consumers attitude towards online shopping is a prominent
factor affecting actual buying behaviour, this research attempts to investigate a modest part of that area.
The results of study of perceptions of 200 online purchasers in Hyderabad reveal trust, security, Internet
speed, and responsiveness significantly affect online purchasers behaviour. In addition, on examination
39
of demographic variables like gender, age and education using regression, the study presented some
valuable insights that might help organizations develop effective strategies eventually leading to customer
satisfaction.
TITLE:- What drives consumers to shop online. By:- Tonita perea Y monsuwe
Published by:- Emerald group publishing ltd.
ABSTRACT :While a large number of consumers in the US and Europe frequently shop on the Internet, research on
what drives consumers to shop online has typically been fragmented. This paper therefore
proposes a framework to increase researchers understanding of consumers attitudes toward
online shopping and their intention to shop on the Internet. The framework uses the constructs of
the Technology Acceptance Model (TAM) as a basis, extended by exogenous factors and applies it
to the online shopping context. The review shows that attitudes toward
online shopping and intention to shop online are not only affected by ease of use, usefulness, and
enjoyment, but also by exogenous factors like consumer traits, situational factors, product
characteristics, previous online shopping experiences, and trust in online shopping.
TITLE :- Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence L. W.

Turley and Ronald E. Milliman Western Kentucky University, Bowling Green, KY USA.
ABSTRACT :This review focuses on the research conducted over the years on the effects of facility-based
environmental cues, or atmospherics, on buyer behavior. We review the pertinent literature by
constructing a comprehensive table of the empirical studies in this area that focuses on the various
findings associated with these investigations. This summary table indicates that atmospheric variables
influence a wide variety of consumer evaluations and behaviors. In addition to discussing the findings and
contributions of this literature stream, the article concludes by identifying gaps in the literature and
suggesting potential future topics for atmospheric related research.
TITLE:- Choice of a Retail Store and Retail Store Format:

A hierarchical logit model By:-Sanjeev Tripath, P. K. Sinha
40
ABSTRACT
The literature on store choice has mainly studied the store attributes, and ignored the consumer attributes
in store choice. Even when, the consumer attributes have been incorporated the strength of relationship
has been weak. Also, the literature on store choice has completely ignored format choice, when studying
store choice. The paper argues for incorporating both the shopper attributes in store choice, and the store
formats. Shopper attributes can be captured through the demographic variables, as they can be objectively
measured, and these also capture a considerable amount of attitudinal and behavioural variables. The
paper proposes to link store choice, format choice and consumer demographic variables, through a
hierarchical logistic choice model in which the consumers first choose a store format and then a particular
store within that format. A nested logit model is developed, and the variables predicting the choice
probabilities are identified. The requirement of data for the empirical analysis is specified, the model has
not been verified in the absence of empirical data but the operationalization of variables is done.
5)
a)
b)
c)
d)
e)
f)
OBJECTIVE OF RESEARCH
To know the category / class of the customer visiting spencers.

To know the awareness level of the different retail outlets among customers.
To know the factors considered by the customers/consumers before making a purchase at retail
sector.
To know the reason of likeness & dislikeness of customers regarding any particular outlet.
To know the satisfaction level regarding the products and services offered by spencers.
To know the difference for buying behaviour of customer between traditional retail store/kiryana
store & the modern organise store.
METHDOLOGY ADOPTED FOR RESEARCH

The purpose of this chapter is to describe not only the research procedure and the methods adopted by me
for the achievement of project objectives, explained in the previous chapter but also the logic behind the
41
use of these methods .The result of this study could be capable of being evaluated and reviewed by other
researchers. The chapter includes the research design, methods of data collection and the details of the
analytical tools used by me.
RESEARCH DESIGN :A research design is the arrangement of conditions for collection and analysis of data in a manner that
aims to combine relevance to the research purpose with economyinthe procedure. In fact, research design
is the conceptual structure within which research is conducted; it constitutes the blueprint for the
collection measurement and analysis of data.
Research design under this project was descriptive in nature .The major emphasis in the
study was on the discovery of ideas and insight.
The best suited method for this project, under such research design, was experience survey, which means
the survey of people who have had the practical experience with the problem to be studied. For such a
survey, people who are competent and contribute new ideas to be carefully selected as respondents to
ensure a representation of different types of experience.
So, after careful selection, I interviewed two consumers who real user of microwave owners irrespective
of the brands they own and all respondents chosen are females.
SAMPLING
All the items under consideration in any field of inquiry constitute a universe or population. A complete
enumeration of all the items in the universe though gives the highest possible accuracy is not always
possible in practical life because of resources of time, Money and energy involved. So sampling is must
before data collection. The important points involved in sampling for this project are discussed below.
(1) TYPE OF UNIVERSE

The universe under this study consisted of the area covered in the catchment map of spencers sec-46
Chandigarh.
SECTOR-46 STORE
SEC-50 (4OOO)
SEC-48 (3500)
SECSIX
TEN
SIX TEN
42
Subhiksha
SEC47(4000)
SPENCERSSEC46(4000)
SIX
TEN
SIX
TEN
SEC-
Ramesh Store
SEC-44
SEC45(4000)
SIX
TEN
SEC32(4000)
MORE
(4000)
SIX
TEN
SEC33(4000)
SEC-30 CHD
(3000)
This Is The Catchment Map Of Sec-46 Spencers:
In the radius of 1km we have two competitors six ten and ramesh store in the 1km radius we
have approximate 6000 households.
In the radius of 3 kms we have competitor that is six ten,Subhikha,More. And also in the radius
of 3km we covered 6 sectors: sec 31,32,33,47,45,49 and Aproximate ly 24000 households we
have in the 3km radius
In the radius of 5kms we have competitors that is six ten And also in the radius of 3kms we
covered 4 sectors: sec-30, 44, 48,50 and Aproximately 14500 households we have in the 5km
radius.
(2) VARIABLES UNDER STUDY

The variables under the study were the objectives of the project as stated in the previous chapter.
(3) SAMPLE DESIGN

43
A sample design is a definite plan for obtaining a sample from a given population. The technique or
procedure, I adopted in selecting items for the sample is discussed below: SAMPLING UNIT
Sampling unit in my research were all the customers visiting retail stores for purchase of food & grocery
items.
SIZE OF THE SAMPLE
I have taken convenient sampling for my study and size of the sample was 150. The inferences were
drawn by analysing the response of these selected 150 respondents.
SAMPLING PROCEDURE
I approached 150 respondents. I used my convenience for selecting these 150 respondents, whom I
considered as representatives of the population. So the method of convenient sampling a non-probability
method was used at this stage.
METHOD OF DATA COLLECTION

As already explained, survey method was adopted, because, all the data to be collected, was of primary
nature. However, there are various methods for the collection of primary data through survey, but
personal interviews with the help of structured questionnaires was the method adopted by me taking into
consideration the availability of time and other resources. The questionnaire used for the personal
interviews was a structured questionnaire i.e., the sequence and wording of questions was predetermined
and not changed in any case, to avoid any bias. No supplementary questions were asked and in most of
the cases I did not help the respondents were asked to respond according to their understanding of the
questions. A copy of the questionnaire is being attached for reference.
PRIMARY DATA
For the purpose of collection of primary data an unbiased and undisguised structured questionnaire was
prepared which was administered to the respondents.
SECONDARY DATA
For the purpose of secondary data, a perusal of secondary sources of information e.g. magazines,
websites, books has been conducted.
PROFILE OF CONSUMERS
44
The total size of sample was limited to 150 respondents. 120 were Outstore customers & 30 were Instore
customers.
Category of Instore customers
14 ---- A1 category
16 ---- A2 category
LIMITATIONS OF THE STUDY :Although sincere efforts were made by me to collect the maximum, most authentic and relevant
information even this, this study may have the following limitations :
Due to the time constraint the research has not been able to cover the entire areas shown in
catchment map of Spencers-46.
The target population of people visiting retail stores is very large in extent so 150 cant be the
correct representation.
Respondents were unable to give proper response to all the questions because the questions in the
last were quite long & time consuming.
The options given to the respondents were different but closely related. It results the difficulty
while choosing the right one.
Respondents showed lack of interest while collecting the information from them.
Due to the limits of giving response only in yes or no, respondents were not free to respond
properly, whatever they want to express.
This cannot be generalized either to other products used by teenagers.
A broad generalization of the result may not hold good.
Data collection error may be there to wrong response from respondents as some time they are not
right person who takes actual decision.
Because of cost and human element is involved, project area was limited.
Sometime people are not interested to give the information, so they give only limited information.
As per knowledge data was collected and analysed, error may be there.
45
6.
DATA ANALYSIS AND INTERPRETATION
Only for instore customers:Category
Number
A1
14 customers
A2
16 customers
Total
30
Inference:-
In my experience with in store respondents, I have found customers only from A1

46
& A2 category come to purchase food & grocery.
1. Awareness of Spencers Stores among customers:

132 customers out of 150 are aware of Spencers store.
Inference:In terms of percentage results are expressed as:
aware customers
88%
Unaware customers
12%
2. Respodents were asked that have they ever visited spencers store.
Response: 124 customers out of the total sample of 150 has visited spencers store.
47
Inference:In terms of percentage results are expressed as :
Visited 82.66%
Not visited 17.33%
3. Customers were asked in last two months how many times they visited Spencers.
Response: 1) 34 customers visited Spencers once in a month.
2) 23 customers visited Spencers 2 times in a month.
3) 14 customers who used to visit Spencers 3 times in a month.
4) 53 customers visited Spencers more than 3 times in a month.
Visited by the customers
In terms of percentage results are expressed as :

Once in a month
22.66%
2 times in a month
15.33%
3 times in a month
9.33%
48
More than three times
35.33%
4. Response calculated from 150 customers :-
Stores
Aware of
Have visited at
least once
Subhiksha
6-ten
Vishal mega mart
V-mart
Easy day
More
Reliance
Big bazaar
130
136
71
42
13
47
121
20
113
122
46
28
6
33
95
18
49
In the last 2
months, how many
times have you
(customers) visited
112
270
24
16
1
62
128
16
Inference:As it is visible in the chart above that maximum of the customers have visited
6-ten , followed by reliance fresh & Subhiksha.
5. Result of ranking of the reasons by customers to visit any retail outlet.

(1 being most important reason and 10 being the least important)
Attribute
Rank
50
1) Range of products available in the store
2) Cleanliness and freshness of products
3) Behavior of shop assistants
4) Discount and Promotional offers
5) Ease of Locating Products in the store
6) Proximity of the store from your home
7) Cleanliness and ambience of the store
8) Accuracy and speed of billing
9) Home delivery facility
10) Account facility with the shop and making monthly

payment
10
51
52
Q.6 Ranking of the reasons from customers to visit Spencers.
Attribute
Rank

payment
10
53
54
7. (i) Ranking of the reasons from customers to visit six-ten.

55
Attribute
Rank

payment
10
The above raking is the average of the feedback provided by 82 respondents who also like purchase food
& grocery from six-ten in comparison to spencsrRange available in the store of products.
56
57
7. (ii) Ranking of the reasons from customers to visit reliance fresh.
Attribute
Rank

payment
10
The above raking is the average of the feedback provided by 16 respondents who also like to purchase
food & grocery from reliance fresh in comparison to Spencers.
58
59
7. (iii) Ranking of the reasons from customers to visit kiriana stores.
Attribute
Rank
10

payment
The above raking is the average of the feedback provided by 19 respondents who also like to purchase
food & grocery from other kiriana stores in comparison to Spencers.
60
8b) Based on your experience at Spencers, rate the store on the following attribute:
61
(rate each of these items in the following scale, 1- very dissatisfied, 2- somewhat dissatisfied,
3-neither satisfied nor dissatisfied, 4-somewhat satisfied, 5- very satisfied)
Attributes
Very
Dissatisfied
Somewhat
Dissatisfied
Extra value obtained at Spencers

shop because of priceoffs/promotions
Competitively priced as compared
to other stores
Accuracy and speed of billing
Shelves counters being easy to
locate
Overall cleanliness of the store
Ease of locating the staff when you
need them
Knowledge of the staff about
products and offers
Ease of giving back the defective
items and exchanging them
Home delivery of the products via
phone
REGRESSION ANALYSIS
62
Neither
Satisfied
Nor
Satisfied
Somewhat
Satisfied
Very
Satisfied
COEFFICIENTS(a)
Mode
l
2
3
4
5
6
7
(Constant)
Extra value obtained at
Spencers shop because
of price-offs/promotions
Competitively priced as
compared to other stores
Accuracy and speed of
billing
Shelves counters being
easy to locate
Overall cleanliness of the
store
Ease of locating the staff
when you need them
Knowledge of the staff
about products and
offers
Ease of giving back the
defective items and
exchanging them
Home delivery of the
products via phone
Unstandardized
Coefficients
B
Std.
Error
5.604
1.069
Standardized
Coefficients
Beta
Sig.
Std. Error
.148
.163
.138
5.240
.000
.911
.367
.027
.130
.029
.205
.839
.081
.128
.090
.639
.526
.307
.150
.301
.045
.964
.533
.143
.141
.933
.355
.173
.138
.212
1.257
.215
.235
.152
.038
.227
.821
.167
.157
.351
2.329
.024
.017
.265
.047
2.708
.009
INTERPRETATION
Dependent Variable: Overall satisfaction with Spencer
regression equation we get is 5.604+0.148var1+0.027var2+0.081var3+0.307var4+0.533 var5+0.173
var6+0.235var7+0.167var8+0.017var9Variable 5 has major effect on overall satisfaction with value0.533,followed by var 4 with value 0.307,followed by var7 with value- 0.235. Variable 9 has the least
effect on overall satisfaction with value-0.017.
9) Spencers stocks many a items from grocery to fruits&vegetables to branded cosmetics

and toiletries. We would like to know what you feel about each of these items
63
(rate each of these items in the following scale, 1- very dissatisfied, 2- somewhat dissatisfied,
3-neither satisfied nor dissatisfied, 4-somewhat satisfied, 5- very satisfied)
Attrbutes
Rice
Atta,
whea
t/
flour
s
Suga
r
Refine
d oil
Pul
ses
Spice
s&
masa
la
Brand
ed
food
like
tea,
coffee,
jams,
etc..
Branded
cosmetic
s
&toiletri
es
Fruit &
vegetabl
es
Milk
&butte
r
Non
Veg
mea
t
/chic
ken
Assortmen
t & Range
Priced
Competiti
vely
Compared
To Others
Quality of
Products
Overall
Cleanlines
s Of The
Products
9. Based on customers experience (what they feel for the spencers items from grocery to
fruits & vegetables.)
(a) Response table for fruits & vegetables (calculated in terms of percentage)
64
Z-Test
One-Sample Statistics
N
124
124
124
124
VAR00002
VAR00003
VAR00004
VAR00005
Mean
4.2581
3.8710
4.2500
4.2016
Std. Deviation
.74212
.77531
.76110
.69820
Std. Error Mean

.06664
.06962
.06835
.06270
One-Sample Test
Test Value = 4
VAR00002
VAR00003
VAR00004
VAR00005
Df
Mean
Sig. (2-tailed) Difference
Lower
3.872
-1.853
3.658
3.216
Upper
123
123
123
123
Lower
.000
.066
.000
.002
Upper
.25806
-.12903
.25000
.20161
95% Confidence Interval of

the Difference
Lower
.1261
-.2668
.1147
.0775
Upper
.3900
.0088
.3853
.3257
Interpretation
There is no significant difference between the Mean of variable 3 and value 4 so we can say that they are
somewhat satisfied in variable 3.
There is significant difference between mean of variable 2 ,4,and 5 so we can say that people are more
satisfied in variable 2,4,and 5
9.b) Response table for Atta wheat /flours (calculated in terms of percentage)
65
T-TEST
N
16
16
16
16
VAR00002
VAR00003
VAR00004
VAR00005
Mean
4.4375
4.0000
4.4375
4.6250
Std. Deviation
.62915
.51640
.72744
.50000
Std. Error Mean

.15729
.12910
.18186
.12500
One-Sample Test
Test Value = 4
VAR00002
VAR00003
VAR00004
VAR00005
Df
Sig. (2tailed)
Lower
2.782
.000
2.406
5.000
Upper
15
15
15
15
Lower
.014
1.000
.029
.000
Mean
Difference
95% Confidence Interval of

the Difference
Upper
.43750
.00000
.43750
.62500
Lower
.1022
-.2752
.0499
.3586
Upper
.7728
.2752
.8251
.8914
Interpretation
There is no difference between the Mean of variable 3 and value 4 so we can say that they are somewhat
satisfied in variable 3.
Mean of variable 2 ,4,and 5 is higher then 4 so we can say that people are more satisfied in variable
2,4,and 5.
9.c) Response table for Branded food like tea, coffee, jams, etc
(calculated in terms of percentage)
Z-TEST
66
N
43
43
43
43
VAR00002
VAR00003
VAR00004
VAR00005
Mean
4.4186
3.8140
4.4419
4.5116
Std. Deviation
.69804
.93238
.58969
.55085
Std. Error Mean

.10645
.14219
.08993
.08400
One-Sample Test
Test Value = 4
VAR00002
VAR00003
VAR00004
VAR00005
Df
Mean
Sig. (2-tailed) Difference
Lower
3.932
-1.308
4.914
6.091
Upper
42
42
42
42
Lower
.000
.198
.000
.000
Upper
.41860
-.18605
.44186
.51163
95% Confidence Interval

of the Difference
Lower
.2038
-.4730
.2604
.3421
Upper
.6334
.1009
.6233
.6812
Interpretation
There is no significant difference between the Mean of variable 3 and value 4 so we can say that they are
somewhat satisfied in variable 3.
There is significant difference between mean of variable 2 ,4,and 5 so we can say that people are more
satisfied in variable 2,4,and 5
Q.10.Some of the common things in particular that customers LIKE about Spencers
shop are:
(i)
(ii)
(iii)
(iv)
Behaviour of the staff members.

Arrangement of the products.
Inner ambience of the store.
Dressing sense of the Spencers staff.
67
Q.11 .Some of the common things in particular that customers DISLIKE about
Spencers shop are:
(i)
Vegetables are not fresh
(ii)
Lack of variety of the products
(iii)
No discounts.
(iv)
Prices of some products are very high.
(v)
Space constraints in sec-46 store.
7.1
CONCLUSION
a. As per my study I have found that majority of the customers who visit Spencers are from
A1 & A2 categories.
b. From 126 respondents from my sample who have visited Spencers I have found that
around 15-20% customers are highly satisfied from products & services of Spencers and
can be considered as loyal customers of Spencers.
68
c. Out of all the customers who visit Spencers in a day. More than 50% customers come to
purchase mainly fruits & vegetables.
d. Some customers complain that we have to bargain with the staff to get same price of the
same products available at some another store at some cheap price.(this thing spoils the
core brand value of Spencers & a negative word of mouth of such a discouraged
customer can stop many other customers to buy from Spencers.)
e. 30% customers gave neutral response for prices &more than 10% are very dissatisfied
from the prices offered by Spencers in comparison to others. I feel the reason behind it is
somewhat lack of awareness of the sales promotion schemes among these customers.
f. More than 90% customers from my selected sample are unaware of home delivery facility
of Spencers.
g. One of the main factors for dislikeness seen among customers for Spencers is the space
constraint of the Spencers -46 store.
h. In my study I have found that very few customers compare Spencers with six-ten or
subhiksha. Majority of the customer said that Spencers is much better then six-ten. These
categories of customers compare Spencers with reliance fresh &expect all those products
& services from Spencer are which officers by reliance fresh are. I concluded from the
response of these customers that among organized retail outlets reliance fresh is the main
competitor of Spencers.
i. More than 50% respondents are delighted by the behaviour of the staff & over all
cleanness of the store.
7.2 RECOMENDATIONS
Company should focus on such strategies so that more & more promotional schemes are
communicated to customers by the staff present in the store so that positioning of a high price
store can be changed from the mind of the customers which feel a sense of dissatisfaction
from the prices offered by Spencers.
In morning & evening good number of people come to purchase at Spencers store but in the
afternoon time very few customers visit the store. So to increase footfall in afternoon
company can apply sales promotion activities like(for example: on shopping in 12-4p.m.
69
lucky coupon would be given to every customer, or minor discounts can be offered on
selected products during this afternoon time)
As the customer compares Spencers with Reliance fresh and expects from Spencers to
provide those kinds of products & services, so company should focus more on big stores and
for stores like in sec-46 inner space should be increased if possible(when everything is
available on same floor it creates more attraction for the store among customers.)
As around 50% customers in a day come to purchase only fruits & vegetables so I feel that if
vegetables are displayed in the end corner of ground floor so that impulse purchase of
products placed in between the way could be increased among customers.
I have found 12% people in my unaware of the name of spencers so company should
increase its brand promotion to little extent.
As 90% customers are unaware of service of home delivery so written messages should be
communicated to the customers who want to avail this service. This would help to attract
those customers who purchase from kiriana stores for the sake of home delivery. Some
condition should be put on customer for this service (example: free home delivery would be
provided only on minimum purchase of Rs.1000) to avoid extra expenses of home delivery.
8.1
QUESTIONNAIRE
Name:
Address: ...
......
Telephone:.Gender MaritalStatus......
70
(SEC Question to be asked only to Customers Exiting From the Stores)
SEC GRID (to be asked only to Instore Repondents)

EDUCATION
Some
School
Illite
-rate
CIRCLE SEC CODE
Literate no
formal
education
School
upto 4
yrs
HSC/
college
SSC
but not
5-9
Yrs
Grad
OCCUPATION
Unskilled Workers
Skilled Workers
Petty traders
Shop owners
Businessman/
Industrialists
None
with no. of
19
Employees
10 +
Self employed
professionals
Clerical/Salesman
Supervisory level
Officers/Executives
Junior
Officers/ExecutivesMiddle/Senior
Grad/
Post
GradGen.
Grad/
Post
GradProf.
CODE
1
2
3
4
E2
E2
E2
D
E2
E1
D
D
E2
E1
D
D
E1
D
D
C
D
C
C
B2
D
C
C
B1
D
B2
B2
A2
D
B2
B2
A2
B2
B1
A2
A2
A1
6
7
D
B1
C
B1
C
B1
B2
A2
B1
A2
A2
A1
A1
A1
A1
A1
B2
B1
A2
A1
9
A
D
D
D
D
D
D
D
C
C
C
B2
B2
B1
B1
B1
A2
B2
B1
A2
A2
B1
B1
B1
B1
B1
A2
A1
A1
1) Are you aware of Spencers Stores:

1) Yes
2) No
2) Have you ever visited Spencers Stores

1) Yes
2) No
3) In the last 2 months, how many times have you visited Spencers Stores:
1) Once
2) 2 times
3) 3 times
4) More than 3 times
4) For the stores mentioned in the grid, please mention which of the stores are you aware of, visited
atleast once and the number of times visited in the last 2 months
Stores
Aware Of
Have Visited Atleast

Once
Subhiksha
71
In the last 2 months,

how many times have
you visited
6-Ten
Vishal Mega Mart
V-Mart
Easy Day
More
Reliance
Others (specify)
5) Please rank the following reasons for you to buy food and grocery items from any retail outlet:
Attribute
3) Behaviour of shop assistants
Rank

10) Account facility with the shop and making monthly payment
(Q.6 TO BE ASKED ONLY TO RESPONDENTS WHO HAVE REPLIED YES TO QUESTION NO. 2)
6) Please rank the following reasons for you to visit Spencers Outlet:
Attribute
Rank

72

(Q.7 TO BE ASKED FOR STORE WHICH IS MOST VISITED AS ANSWERED IN Q.4)

7) Please rank the following reasons for you to visit .(store name most visited as
answered in Q.4)
(1 being most important reason and 10 being least important)
Attribute
Rank

(Q.8 to Q11 TO BE ASKED ONLY TO RESPONDENTS WHO HAVE REPLIED YES TO QUESTION
NO. 2)
8 a) Based on your experience at Spencers, please rate how satisfied are you with Spencer.
1. Very Dissatisfied
______
2. Somewhat Dissatisfied
______
3. Neither Satisfied nor Satisfied
______
4. Somewhat Satisfied
______
5. Very Satisfied
______
73
8 b) Based on your experience at Spencers, rate the store on the following attribute:
Very
Dissatisfied
Attributes
Somewhat
Dissatisfied
Neither Satisfied
Nor Satisfied
Somewhat
Satisfied
Very
Satisfied
Extra value obtained at Spencers shop

because of price-offs/promotions
Competitively priced as compared to
other stores
Accuracy and speed of billing
Shelves counters being easy to locate
Overall cleanliness of the store
Ease of locating the staff when you need
them
Knowledge of the staff about products
and offers
Ease of giving back the defective items
and exchanging them
Home delivery of the products via phone
(Q.9 TO BE ASKED ONLY TO OUT-STORE RESPONDENTS)

9) Spencers stocks many a items from grocery to fruits&vegetables to branded cosmetics and toiletries. We
would like to know what you feel about each of these items
(rate each of these items in the following scale, 1- very dissatisfied, 2- somewhat dissatisfied, 3-neither
satisfied nor dissatisfied, 4-somewhat satisfied, 5- very satisfied)
74
Rice
Atta,
wheat
/
Sugar
Refined
oil
Pul
ses
Spices
&
masal
a
flours
Branded
food like
tea,
coffee,
jams,
etc..
Branded
cosmetics
&toiletries
Fruit &
vegetables
Milk
&butter
Non
Veg
meat
/chic
ken
Assortment
& Range
Priced
Competitiv
ely
Compared
To Others
Quality of
Products
Overall
Cleanliness
Of The
Products
10) Is there any thing in particular that you LIKE about Spencers shop?
.
..
11) Is there any thing in particular that you DISLIKE about Spencers shop?
.
THANK YOU FOR YOUR VALUABLE INPUTS AND SUGGESTIONS

8.2 BIBLIOGRAPHY
Books
Broadbridge A, Marshall J, International Retail & Distribution Management, Consumer

complaint behaviour,Emerald Group Publishing Limited, Volume 23, Number 9, 1995 , pp. 8-18(11)
Malhotra .K Naresh,Marketing Research,Pearson Publishing Limited,Volume 5,pp. 533-545.

75

Michael R. Soloman, Consumer Behaviour, Buying, Having and Being Pearson Publishing
Limited, Sixth Edition.2005
Article/Journal
C. Janiszewski, The Influence of Display Characteristics on Visual Exploratory Search Behavior Journal of
Consumer Research, vol 25, no. 3, 1998, pp. 290 - 301
G. R. Jarboe, and C. D. McDaniel. A Profile of Browsers in Regional Shopping
Malls Journal of the Academy of Marketing Science, vol 15, Spring, 1987, pp. 46-53.
V.S. Folkes, "Recent Attribution Research in Consumer Behavior: A Review and
New Directions," Journal of Consumer Research, vol. 14, 1988, pp. 548-565.
M. Fishbein, "Attitude and Prediction of Behavior," in M. Fishbein, ed., Readings in
Attitude Theory and Measurement, New York: John Wiley, 1967, pp. 477-492.
V.S. Folkes, "Recent Attribution Research in Consumer Behavior: A Review and
New Directions," Journal of Consumer Research, vol. 14, 1988, pp. 548-565.
Voss, G. B. Parasuraman, A. and Grewal, D., 1998. The roles of price, performance and
expectations in determining satisfaction in services exchange. Journal of Marketing. 62(4),
46-61.
Websites
http://www.ingentaconnect.com/content/mcb
http://www.emeraldinsight.com/Insight/viewContentItem
http://www.ibef.org/artdisplay.aspx?cat_id=391&art_id=18049
www.psychology.org/links/Environment_Behavior_Relationships/Consumer
http://www.moneycontrol.com/stocks/company_info/company_history.php
www.ou-mba.ac.in/i/15
76
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FINAL PROJECT REPORT

Submitted to Punjab Technical University in partial fulfillment of

DESH BHAGAT INSTITUTE OF ENGG. AND MGT

INTRODUCTION TO RETAL INDUSTRY

INTRODUCTION TO THE ORGANISATION

Definition:- Psychology + Marketing = Consumer Behavior

INFORMATION SEARCH: Internal Search:

Routine Response/Programmed Behavior

LIMITED DECISION MAKING : Buying product occasionally.

The present share of organised retail sector is estimated at 7 per cent.

The estimated annual growth of organised retail sector is 40 per cent.

Traditionally Three Factors Have Plagued The Retail Industry

TOTAL RETAIL MARKET SIZE IN INDIA

Size Of Organised Retail Market

TOP 10 Players in Retail Sector

Pantaloon (Big Bazaar)

Rpg Retail (Books & Beyonds ,Spencers Musicworld)

Piramals ( Pyramid & Crosswords)

Ebony Retail Holdings Ltd.

Investments On The Anvil

Where Is The Opportunity?

INTRODUCTION TO THE ORGANISATION

BRIEF HISTORY OF SPENCER'S RETAIL

MULTIPLE FORMATS WITH INVESTMENT OF RS 30,000 CRORE

Mr. Mukesh D Ambani

Mukesh Ambani, CEO

EVALUATION OF CATEGORY MIX & FORMATS

The primary sources of procurement of products

b) ADITYA BIRLA MORE - SURVIVING IN THE RETAIL SPACE

Aditya Birla More strategy to offer budget and high value

PROMOTION ACTIVITY ADOPTED BY 6TEN :-

Your shop your time

e) THE VISHAL GROUP

4) REVIEW OF LITERATURE REVIEW OF LITERATURE

TITLE :-Consumer Comfort: A Retail Perspective

ARTICLE :-Environmental color, consumer feelings, and purchase likelihood

TITLE :- Determinants of Purchase Behaviour of Online Consumer

TITLE :- Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence L. W.

TITLE:- Choice of a Retail Store and Retail Store Format:

To know the category / class of the customer visiting spencers.

METHDOLOGY ADOPTED FOR RESEARCH

(1) TYPE OF UNIVERSE

This Is The Catchment Map Of Sec-46 Spencers:

(2) VARIABLES UNDER STUDY

(3) SAMPLE DESIGN

METHOD OF DATA COLLECTION

DATA ANALYSIS AND INTERPRETATION

Only for instore customers:Category

In my experience with in store respondents, I have found customers only from A1

& A2 category come to purchase food & grocery.

1. Awareness of Spencers Stores among customers:

Inference:In terms of percentage results are expressed as:

Inference:In terms of percentage results are expressed as :

Visited by the customers

In terms of percentage results are expressed as :

More than three times

4. Response calculated from 150 customers :-

5. Result of ranking of the reasons by customers to visit any retail outlet.

1) Range of products available in the store

2) Cleanliness and freshness of products

3) Behavior of shop assistants

4) Discount and Promotional offers