Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
1
DECLARATION
(GAUTAMI JHINGARAN)
ACKNOWLEDGEMENT
2
Undertaking any project in life proves to be a milestone in more ways than one.
Its successful completion relies on a myriad people and their priceless help.
I am deeply indebted to all who have inspired, guided and helped me in the
successful completion of the project. I owe debt of gratitude to them, who were
so generous with their valuable time and expertise.
I am thankful to my guide and mentor Prof. (Dr.) Preeti Singh for guiding me
throughout this study without her help this thesis would have not be completed.
(GAUTAMI JHINGARAN)
PREFACE
3
The main aim of this study is to examine the customer satisfaction level of
Spencers and to find out the customers response towards it. It also
pattern and to identify the main competitors of Spencers. The scope of this
Spencer. The study does not say anything about rural behavior of
Spencers.
The study deals with the rate of customer satisfaction level with Spencers.
The research is also important to identify Market size, growth and Market
about main competitors in the field of organized retail sectors. The study
4
TABLE OF CONTENTS
Introduction 7
CHAPTER-II
Theoretical Perspective 16
Company Profile 20
Literature Review 32
CHAPTER-III
Research Methodology 35
CHAPTER-IV
Data collection 39
CHAPTER-V
Findings of research 75
CHAPTER-VI
Conclusions 78
CHAPTER-VII
Suggestions 81
CHAPTER-VIII
5
Bibliography 88
ANNEXURE(S) 89
CHAPTER - I
1. Introduction
6
INTRODUCTION
As customers tastes and preferences are changing, the market scenario is also changing
from time to time. Todays market scenario is very different from that of the market scenario
before 1990. There have been many factors responsible for the changing market scenario. It
is the changing tastes and preference of customer which has bought in a change in the
market. Income level of the people has changed; life styles and social class of people have
completely changed now than that of olden days. There has been a shift in the market
demand in todays world. Technology is one of the major factors which is responsible for this
paradigm shift in the mark. New generation people are no more dependent on haut market
and far off departmental stores. Today we can see a new era in market with the opening up of
many departmental stores, hyper market, shoppers stop, malls, branded retail outlets and
specialty stores. In todays world shopping is not any more tiresome work rather its a pleasant
.Spencers is a new type of market which came into existence in India since 1996. It is a type
of market where various kinds of products are available under one roof. My study is on
determining the customer satisfaction level of shoppers in multiband chain store- Spencers.
My study will find out the current status of Spencers and determine where it stands in the
current market.
This market field survey will help in knowing the present customers tastes and preferences. It
will help me in estimating the customers future needs, wants & demands.
RPG GROUP:
Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based
on the 'Food First' Format (it mainlyoffers fresh and packaged food). Many outlets though
7
sport multiple formats for retailingfood, apparel, fashion, electronics, lifestyle products, music
and books. It is owned by the RPG Group, a major business house.
Retailing:
The Indian consumer could well be crowned King with all economic indicators in the right
place. Queuing up for the coronation ceremony are a multitude of global companies that are
looking at India as the next consumer market powerhouse. And it seems to be the retail sector
In this study I will try to find out the present scenario of retail market in India. This project will
give focus on the global scene to retail industry and what will drive the growth of industry in
the future.
Retailing is the final step in the distribution of merchandise, the last link in supply chain
400,000 corer retail market is UNORGANISED. In fact, only a Rs. 20,000 Crores segment of
From a size of only Rs.20, 000crores, the ORGANISED retail industry will grow to Rs. 160,000
core by 2005. The TOTAL retail market, however, as indicated above will grow 20 per cent
annually from Rs. 400,000 corer in 2000 to Rs. 800,000 corer by 2005
A study by McKinsey points out that India's market for consumer goods can reach a w $450
billion by 2011 - making it one of the five largest in the world. Further, KPMG in a recent report
titled `Consumer Markets in India - the next big thing?' has said: "India represents an
economic opportunity on a massive scale, both as a global base and a domestic market." The
report, however, finds that the next leap in the growth of the consumer market will be
spearheaded by the changing dynamics of the retail sector. "Companies expect that the next
cycle of change in Indian consumer markets will be the arrival of foreign players in consumer
8
retailing. Although FDI remains highly restricted in retailing, most companies believe that will
not be for long," says DeepankarSanwalka, Executive Director and Head - Consumer Markets,
KPMG India.
The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail
market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In fact, KPMG
finds that the organized retail sector in India is expected to grow at a higher rate than GDP
growth in the next five years, driven by changing lifestyles, strong income growth and
favorable demographic patterns. According to EIU, India currently has more than five million
retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is
changing fast. The structure of retailing is developing rapidly with malls becoming increasingly
common in large cities, and development plans being projected at 150 new shopping malls by
2012.
9
ORGAINZED RETAILING
Organized retailing got a leg up during 2004 with the opening of new format stores, rapid
intention of allowing a certain level of foreign direct investment in retail and the formation of a
retailers' association. With consumer sentiment positive during most of 2004, it led to
substantial spending across a number of categories such as consumer durables, clothing and
lifestyle, automobiles and telecom products. At the beginning of this decade, organized
retailing accounted for a mere $2.9 billion in India. This is only 1.25 per cent of the estimated
total retail market. This share has already grown to 2 percent growth projections for retail
business varies widely. Some studies estimate that by 2007, the share of organized retail in
Retail industry in India is at the cross road. It has emerged as one of the most dynamic and
fast paced industries with several players entering the market. The future is promising the
market is growing government policies are becoming more favorable and emerging
Some key facts retail in India largest industry accounting for over 10% of the country GDP and
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EMERGING TRENDS IN ORGANIZED RETAILLING
Over the last five years, a number of large business groups such as Tatas, RPG, Rheas and
Piramals has set up stores/malls and built businesses within retail. These include the Rs1.9bn
Food World - a leading supermarket chain set up by RPG; the RheasRs1.8bn Shoppers Stop
- a multi-brand departmental outlet and the Crossroads Mall set up by the Phrasals. While
many of these initiatives were initially driven by the need to use existing real estate, they are
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail to
grocery and convenience stores. Suitability of location, optimal utilization of real estate,
diversifying business to reduce reliance on the commodity nature of fuel retail business and
improve margins are the key factors that has lead fuel majors to
Also, existing family owned businesses are expanding their businesses. The more successful
of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old Chennai based
chain selling consumer durables and Narulas - the food chain in North India.
Interestingly, manufacturers are also looking for forward integration and are building chains
around brands. Brands in apparel, footwear and durables have driven the growth of specialty
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OBJECTIVES OF THE STUDY
Spencers.
Spencers.
12
SCOPE OF THE STUDY
sector
13
SIGNIFICANCE OF THE STUDY
retail.
perspective.
14
7. The study provides guidelines to further extension of Spencers.
Spencer stores.
CHAPTER - II
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THEORETICAL PERSPECTIVE
Cosmos Group has different specialized divisions which are handled by qualified and
experienced professionals. We provide quality products, plants and equipments at most
competitive prices with specialized after sales service. We are also able to arrange financing
of the projects. A few of our divisions are as below: -
1. Industrial Plants
2. Healthcare
3. Food& Agricultural Machineries &Agri Technologies
4. Solar& Renewable
5. Energy
6. Oil& Gas
7. Port handling equipments
8. Housing& Infrastructure development
Cosmos has its head office in New Delhi and has branch offices in major states of India.
Cosmos has many international offices and associates worldwide.
The Group is headed by Mr. Anil K. Agarwal - President. He has been President of
ASSOCHAM - the National Apex Chamber of Commerce and Industry of India.
During past decades private final consumption expenditure has been the key driver economic
growth in India.
16
c ons u m p tio n
s p en d ing $3 5 0
b illio n
Te lep h
on e
1.8%
E n te ra in fas h ion
m en t a ccesso ries
7.9% 5.5%
Fa sh i co n su m e
on r d u ra b le
9.5% 4%
fo o fu rn itu
d re
62 3.4%
%
LAYOUT INDEX
1. HELP DESK
2. LADIES ITEMS
5. KITCHEN ITEMS
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6. MEN ACCESSORIES UNDERGARMENTS, SHAVINGCREAM
10. FRUITS
11. VEGETABLES
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MAJOR INDIAN RETAILERS
The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans
to focus on lifestyle products. The Mahindra group is the fourth large Indian business group to
enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti
Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a
RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super,
The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan
Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise
brand stores.
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ORGANIZATIONAL CHART
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COMPANY PROFILE
ABOUT SPENSERS
Spencers is the companys foray into the world of hypermarket discount stores, the first of its
kind in India. Price and the wide array of products are the USPs in Spencers. Close to two
laces products are available under one roof at prices lower by 6 to 60 per cent over the
corresponding market prices. The high quality of service, good ambience, implicit guarantees
and continuous discount programmers have helped in changing the face of the Indian retailing
industry. A leading foreign broking house compared the rush at Spencers to that of a local
suburban train.
Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based
on the 'Food First' Format (it mainly offers fresh and packaged food). Many outlets though
sport multiple formats for retailing food, apparel, fashion, electronics, lifestyle products, music
Industry Retail
Founded 1996
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Number of locations 400 Across 60 Cities [1]
Employees 60,000+
Website spencersretail.com
Spencers has retail footage over 2 million square feet and over 400 Spencers stores in 65
cities.
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1. Spencers Hypermarkets:A fast growing retail network of hypermarkets with large
format stores in Mumbai, Gurgaon, Ghaziabad, Lucknow, Calicut, Hyderabad, Vizag,
Vijaywada, Aurangabad, Durgapur and Kolkata.
2. Spencers super: One of the largest supermarket chains in the food and grocery
segment in India.
3. Spencers Daily: Small format stores conveniently located with a range of products to
meet daily household needs.
Spencers Daily
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Fresh Fruit Stall Market stallManton Market
The Spencers Daily store is a friendly neighborhood store, which caters to the entire
daily shopping needs- from regular groceries to fresh food and also weekly top-up
shopping.
It is about 4000-7000 sqft 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).
Spencers Express
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Spencers Express is a store next door for the fresh needs at arms length.
These stores are around 1000 sqft in size. They are open from 7 am to 9 pm and also
provides with home delivery.
The Express stores stock dairy, fruit and vegetables, bread and bread products, cut
vegetables/ready to cook, fruit juice, fresh batter, fresh coffee/tea, fresh masalas, fresh
pickles, fresh Ghee, fresh Fish and meat.
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Spencers Fresh
26
Spencers Super
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Spencers Hyper
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.
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Background
Indias first modern format hypermarket was opened by Spencers in Hyderabad in January
2001. Located over an area of 1, 20,000 sq.ft., the store has a trading area of 36,000 sq.ft.
The Spencers hypermarkets, located across the country, are open throughout the day, seven
days a week, and 365 days a year.
Spencers already employ over 9000 employees across 60 cities. Roughly 1/3 rd of the team
are women.
Spencers began its operations in India way back in 1863 and since then has remained a part
of the lives of Indian consumers. 145 years later, the Spencers name still evokes special
memory of authentic quality at affordable prices.
Snapshot
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FACILITIES PROVIDED BY SPENCERS TO THERE CUSTOMER
The products are placed in a systematic way so that customer can take it easily.
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MINIMUM PRICE CONCEPT
Spencers core concept is to create a blend of a typical Indian Bazaar and International
supermarket atmosphere with the objective of giving the customer all the advantages of
Quality, Range and Price associated with large format stores and also the comfort to See,
Touch and Feel the products. The company has recently launched an aggressive private
label program me with its own brands of tea, salt, spices, pulses, jams, ketchups etc. With
unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has
Spencer is a chain of shopping malls in India, which work on economies of scale. They have
had considerable success in many Indian cities and small towns provides quality items but at
an affordable price. It is a very innovative idea and this hypermarket has almost anything
under one roof.Apparel, fruits, ice creams, Household Appliances and more. The ambience
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PRODUCTS AVAILABLE IN SPENCERS
1. LADIES ITEMS
3. WOOLEN CLOTHS
4. KITCHEN ITEMS
9. CASH COUNTER
10. FRUITS
11. VEGETABLES
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Literature Review
Spencers is the companys foray into the world of hypermarket discount stores, the first of its
kind in India. Price and the wide array of products are the USPs in Spencers. Close to two
laces products are available under one roof at prices lower by 6 to 60 per cent over the
corresponding market prices. The high quality of service, good ambience, implicit guarantees
and continuous discount programmers have helped in changing the face of the Indian retailing
industry. A leading foreign broking house compared the rush at Spencers to that of a local
suburban train.
Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based
on the Food First' Format (it mainly offers fresh and packaged food). Many outlets though
sport multiple formats for retailing food, apparel, fashion, electronics, lifestyle products, music
4. Panandikar S.C. and Rajiv Gupte (2007) studied Models of Consumer Behavior in
Mall Culture, state that Malls have revolutionized the concept of retailing and they
pose serious competition to their conventional counterparts in terms of service,
ambience, price, access to the brands etc. They observed that most preferred items
are food andstationary followed by toys and beauty care products. Price was observed
as influencing factor followed by product offer, shop display and previous experience.
1. In the above researches, there is less focus to study and compare Spencers with its
2. Other minor factors which plays an important role are not deeply discussed such as,
customers, encouraging factor for customers, infrastructural issues, most demanded products,
etc.
3. The study does not talk about the USP of Spencers i.e. MINIMUM PRICE CONCEPT.
1. In this research, there is more focus on comparative analysis of Spencers with its
2. The study talks and explains briefly about the MINIMUM PRICE CONCEPT of
Spencers.
4. The study helps to further perform a research on other organized retail sectors as well.
34
5. The study also aims to understand the skill of the company in the area like
35
CHAPTER-III
36
Research Methodology
For primary sources it was collected from various customers through personal interaction and
questionnaire was prepared for collecting data. Data is collected through interaction and
formal discussion with different respondents. Other relevant information regarding the
Tools of Analysis:
The market survey was analyzed using percentages and represented using bar chart and Pie
diagrams.
37
Some respondents did not want to answer the questionnaire, so they left it
unanswered.
Where the respondents did not find the relevant answer in his choice provided, they
Tabulation:
After all the questionnaires were collected back, the responses were tabulated.
Research Design:
Exploratory Research
Sampling Design:
Sample Size:
100 Customers
38
39
CHAPTER -IV
40
DATA ANALYSIS
I have done a market field survey on Spencers. I have surveyed around 100
respondents of Delhi NCR. A specific questionnaire is prepared for the customers and
data is obtained from them by moving around Spencers and personally interacting with
them. The customers gave me valuable information regarding their consumption pattern
All the analysis and its interpretations are discussed below. Each of the analysis is done
as per the information obtained from the customers and a serious interpretation has
MALE 45%
FEMALE 55%
41
Higher income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%
Customer Profile
INCOME GROUP
5%
25% Higher Income
Group (> Rs.60000)
Middle Income
Group (Rs. 40000-60000)
Lower Income
50% Group(Rs.10000-40000)
20% No Income Group
(< Rs.10000)
Analysis: The above diagram shows the distribution of income level of customers
coming in to Spencers. Among the 350 respondents 50% of customers are of middle
income level that is between Rs10000 40000 per month. Least number of customers
visiting Spencers are the higher income level people (> Rs.60000 pm) that constitute
only 5%. The lower income level of people coming to Spencers constitutes of 20%.
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Interpretation: Spencer is the hub of shopping for middle level income group people
because of its reasonable price on its each product category. The higher level income
group people dont prefer to do shopping in Spencers as it does deal with branded
products. The higher level income group people are very status conscious and their
psychology is such type that they dont prefer much to visit Spencers as it is a
discounted store. The lower income group people come in to Spencers as they get
goods at a discounted price. Hence Spencers should include branded products in its
product category which will encourage higher income group people to come in to
Spencers . Probably not much of lower income group people come to Spencers as
they dont like to have any shopping experience rather they just go for nearby store
where they can get their necessity goods. Even they purchase goods on a regular basis
on a small quantity. So they dont have much interest to come to Spencers and do
shopping.
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Weekly
29%
Monthly
34%
Quarterly
23%
On unplanned basis
14%
Frequency of Customers Visit Spencers
14%
Weekly
17% Monthly
Quarterly
58%
On a unplanned basis
11%
visit on planned basis , it means mostly customers visit weekly and monthly basis for
44
70%
60%
50%
40%
64%
30%
20%
36%
10%
0%
yes no
YES 63%
NO 36%
other retail stores for their requirements and 36% customers of Spencers generally do
not visit other retail stores. It shows that customers satisfaction level is more in
Spencers.
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Shopping 60%
Outing 10%
Both 30%
shopping, 10% for outing and 30% visit Spencers for both the purposes.
shopping complex but it also facilitates a certain kind of ambience and decorum to the
people that they also visit it for the purpose of outing. The infrastructure and ambience
of Spencers is so that people even like to go there even also they dont have to
purchase anything. People enjoy doing shopping in Spencers. This is very nice for it as
often customers.
Grocery 70%
Food Item 50%
46
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
Analysis:This chart clearly indicates that the demand for grocery that is 70% is
highest by the customers followed by clothes rated 60%. The next highest demand is for
food items that is 50%. 25% demand is for leather items in Spencers.
Electronic items hold 15% of demand and gift items and other items have a demand of
Interpretation:From this analysis It can be interpret that customers demand are high
for grocery and fruit and vegetables are available in Spencers. Electronic items have a
little demand by the customers. Gift items and other items are not much in demand by
the customers. I can interpret that clothes, grocery and food items are the major
products which hold maximum number of customers. So Spencers should maintain its
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low pricing and product quality to keep hold of the customers and also it should keep
more qualitative products of gift and leather items so that people would go for more
purchase of these items from it. Spencers has many local branded products which are
successfully selling it. It should also include branded products so that more sales can
take place.
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Expenditure pattern of customers coming in to Spencers
Analysis: We can clearly see from this graph that majority of the customers spend a
lot in Spencers that is 29% of people spend more than Rs2000 in a single visit to
Spencers. Equal number of people that is 22% of people each spend Rs 1000-1500
and only 11% of customers are there who spends less than Rs500 in their visit to
Spencers.
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Interpretation: From this it can be interpret that most of the customers purchase
goods in bulk which leads them to spend a lot. Volume sales are high in Spencers.
discounted rate. Probably those persons who spend more in a visit to Spencers are
purchasing on a monthly basis. Those customers who are spending very less money
that is below Rs 500 are mostly coming in just to move around Spencers and spend
time. In the process they used to spend money on food items and also purchase some
products while roaming in it. Impulse buying behavior of customers comes in to play to a
large extent. More discounts shall be provided to people who do bulk purchase. This will
50
Time spent by customers in shopping in Spencers
35%
30%
25%
20% 35%
15%
22%
10% 18%
15%
10% Series 1
5%
0%
ur
s
ur
ur
ho
ho
ho
an
2
1/
lf
an
ha
th
an
to
e
th
or
ur
M
ho
ss
Le
respondents (35%) said that they spend at least 1 hour to 1 hours in Spencers. 22%
respondents also said that they spend 1 hours to 2 hours in their visit to Spencers.
Only 10% of people said that they spend very little time that is less than half an hour in
Spencers.
51
Interpretation: As per the given data It can be interpret that customers are very
product choosy now a days and thats why they spend a lot of time in shopping in
provides a very nice ambience and atmosphere for the people to shop in. Hence those
persons who spend half an hour or less than half an hour in Spencers are those
persons who just come to purchase limited products and come only because of low
pricing of products. People also spend much time in it but purchase very few goods.
The sales personnel should focus on the people who take long time in shopping and
purchases a lot and provide special kind of service to them as they are the major
customers.
52
Comparison of footfalls in weekdays and weekends
Analysis: The above graph shows that more number of people comes to Spencers in
weekends than that of week days .40% of people visits Spencers in weekdays where
Interpretation: It can clearly interpret from this that most of the people tend to visit
Spencers in weekends rather than that of week days. There are more footfalls in
Spencers in weekends than that of week days. Though there is not much difference as
40% of people visit Spencers in week days hence in weekends the footfall increases by
10%. As people come more in weekends, so Spencers should keep it open for more
53
time in weekends. The infrastructure can be changed a bit in weekends so that
customers can see more products clearly and can move around comfortably. In order to
bring in more number of customers in week days Spencers should provide some
schemes in week days which will encourage people to come in to it in week days also.
Hence the crowd is more in weekends and Spencers should avail more parking spaces
for its customers in weekends. It can make some temporary arrangement for parking
every weekend. It should not spend much money in advertising and displaying of
products in weekdays rather it should advertise and display products more in weekends
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Customers preference of timing to visit Spencers
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%
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 above pie chart shows that most of the people prefer to visit Spencers
in evening time than that of the day time. Only 25% of people tend to visit Spencers
during day time while 75% of people tend to visit Spencers during after noon time.
55
Interpretation: From the above analysis It can be interpret that evening time is the
peak time for Spencers and day time is the off peak time for Spencers. There is more
number of people found in Spencers during evening time than that of day time.
Probably more of products are being sold during evening time in Spencers than that of
day time. Spencers shall provide some special offerings during day time so that more
people should come in during day time. It could offer some special kind of product in
daytime which will be not available during evening time. In this way it will bring in more
number of people during day time for getting the special kind of products but along with
that it will be able to sale other products as people do a lot of impulse buying at
Spencers .
56
Comparison of customers purchasing with planned list of
Yes 50%
Ever
No 40%
10%
10%
yes
50% no
40% ever
customers come to Spencers with a planned list of products. 40% of people come in to
57
Interpretation: As per the data obtained from the customers of Spencers interpret
that most of the customers comes in to Spencers with a planned list of products. Few
customers come to Spencers without any planned list of products and purchases
products depending on their selection. These people basically come to the mall and
hence get in to Spencers. Depending on the product category and brand and quality of
products they purchases goods. The customer who comes with a planned list of
products purchases more products than that of the customers who comes without any
planned list of products. So Spencers should provide more variety and essential goods
so that more number of people should come in with a planned list of products.
58
Brand preference of customers in Spencers
Yes 10%
No 50%
Depends on category 40%
Analysis:As seen in the above chart it is clearly known that only 10% of people come
in to Spencers with a list of brands in advance. 50% of people completely deny that
they dont prepare in list of brand in advance. 40% of people told that they prepare a list
Interpretation:From this It can be interpreted that customers dont opt for much
brand preference while purchasing products in Spencers. A few customers search for
brands but depending on the product category. Customers probably dont decide for
brands on products as there are not much of known branded products available at
Spencers. On product categories like grocery and clothes, Spencers has many local
branded products. Customers purchase a lot of these as its cheap in price even though
59
its quality is not so good. As most of the customers belong to lower class and middle
class people, they purchase those local branded products as it gives them value for
money. Different products of the same category have different prices. Quality of
products varies with the price. This enables customization of products for various types
of customers. Customers search for brands mostly in apparel section. Some customers
also pre decides the brand on the local manufactured grocery and food products of
Spencers. Spencers should include more of the branded products in its each category
so that customers have more options to choose among the brands. This will bring in
more number of people to Spencers which will definitely increase the sales.
60
Cash Payment 55%
Coupons 19%
Debit Card 26%
26%
55%
19%
Analysis: As per my study is concerned, out of the total respondents 55% of people
make cash payment in Spencers 19% of them uses coupons as their mode of
payment and 26% of the people makes payment in Spencers through their debit card.
Interpretation:As per the obtained data It can be interpret that more number of
people makes cash payment in Spencers. A fraction of people uses their credit card for
payment in Spencers and a very few people uses their debit card for payment. I can
interpret that quick exchange of money for goods is done in Spencers as most of the
people mode of payment is cash payment. Hence sometimes Spencers has to wait for
61
a short time period as some of the customers make their payment through credit and
Spencers
62
70%
60%
50%
40%
65%
60%
30% 50%
40%
20% 35%
20%
10%
0%
e
y
ty
e
ce
e
ic
lit
ic
nc
ie
Pr
en
rv
ua
ar
ie
Se
bi
tQ
en
tV
Am
nv
uc
uc
Co
od
od
Pr
Pr
known for its variety options. People mostly come to Spencers as they get various
kinds of products under one roof. It is also clearly known that Spencers sales its goods
at a discounted price as compared to the market. Even it provides a good service and
ambience to its customers who encourage them to visit Spencers more and more
times. I can also interpret from this that Spencers has located itself in a good place
off the city, Spencers has located itself in a good place from where it is convenient for
people to visit Spencers. Spencer should try and produce more qualitative products so
that customers can get more satisfaction and would never think of not doing shopping in
Spencers.
63
Good 29%
Ok 36%
Poor 13%
Very poor 5%
40%
35%
30%
25%
20% 36%
29%
15%
10% 17%
13%
5% 5%
0%
Very good Good Ok Poor Very poor
Interpretation: From this It can be interpret that 36% customers realize service of
sale personnel in Spencers is OK, 29% realize good, 17% realize Very Good, 13%
realize Poor and 5% customers is very dissatisfied with sales personnels in Spencer.
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Hired Vehicle 10%
Two-wheeler 40%
Four-wheeler 35%
Any Other 15%
15% 10%
Hired Vehicle
40% Two-wheeler
35%
Four-wheeler
Any Other
Analysis: Around 40% of the total respondent who comes to Spencers with their own
two wheelers. The second majority of people consist of people riding four wheeler and
coming in to Spencers. Only 15% of people of the total respondent visits Spencer are
on hired vehicles. 10% customers of the total respondent comes in any other mode of
transport.
Interpretation: From the above data I interpret that there are more number of four
wheelers coming found in Spencers than that of two wheelers. People prefer more to
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go to Spencers in four wheelers than that of two wheelers. A few people are found who
comes in to Spencers with a hire vehicle. Probably they might be the tourist
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Less than adequate 45%
Adequate 45%
More than adequate 10%
Analysis: As it is shown in pie chart most of the people say Spencers does not
provide adequate parking space. Equal number of people also says that adequate
space is provided for parking Spencers. Only 10% of people say that more than
Interpretation: Analyzing the above data, it can be interpret that customers are not
satisfied with the parking space availability provided by Spencers . Hence its a threat
for Spencers as it may lose its customers because of less parking space availability.
Even though many customers say adequate space is available for parking in Spencers
but also it is a threat for Spencers as it is seen more number of people are expected to
come in to Spencers. In holidays probably it will be very difficult for customers to park
NO 65%
67
YES 35%
yes no
their nearby kirana store and 65% said that they dont at all go to any kirana store. This
shows that majority of people go to kirana store even though they visit Spencers. But
some customers are there who never goes to any kirana store.
Interpretation: As per the given data it can be interpreted analyze that most number
of people tends to purchase goods from nearby kirana store even if they come to
Spencers. I can conclude from this that a kirana store is a competitor of Spencers.
Some customers never go for shopping in kirana store as of it does not have much
variety option available with it. Probably they are more interested in having a shopping
experience rather than to just go and purchase goods from kirana store.
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Comparison of Spencers with any Kirana store
Price Service Variety Quality Convenienc Shopping Ambience
69
e Experience
kirana store. 70% of people say Spencers provides goods at a cheaper price as
compared to that of a kirana store. 50% of people say Spencers provides better service
and another 50% of them say kirana store provides better service. Each and every
customer that is 100% agrees that there are more variety of products available at
Spencers than that of kirana store. As per quality of goods is concerned 60% of the
customer say kirana store provides better qualitative products while 40% of the
customers say Spencers also provides qualitative products. 65% people say it is more
convenient for them to go to a kirana store while 35% of them say going to Spencers is
more convenient for them. 90% of respondents said it is a good shopping experience at
Spencers while 105 of them said that they also have a good shopping experience at
kirana store. As per ambience is concerned 95% of customers said Spencers provides
much nice ambience than Spencers while 5% of them said that ambience provided by
Interpretation:It can be interpreted from this that a kirana store is one of the
store provides more satisfaction to customers. Spencers should try to improve on each
70
of its attributes and out compete the kirana store so that it can convert the customers of
60
55
50
45
40
35
30
Interpretation:It can be interpreted from this that other organized stores is another
71
as some of the attributes of other organized stores store provides more satisfaction to
customers. Spencers should try to improve on each of its attributes and out compete
of any company. This analysis will explain about the strengths, weaknesses,
Strengths of Spencers
Cheap price
Volume sales
Weaknesses of Spencers
72
Low in product quality
branded products.
73
CHAPTER V
74
FINDINGS OF RESEARCH
1. Most of the customers buy their requirement in Spencers on the basis of Weekly
and monthly basis. Customers realized that Spencers stores provide qualitative
customers.
increasing quantities of the customers & profit show that Spencers is the most
75
4. Spencers mainly deal with middle income group people who want qualitative
Spencers.
9. There are more than 50 Spencers in different cities of India, it seems that there
Spencers.
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes
with all the specialty stores of different products which provide goods at a
11. The major players in retail industries apart from Spencers are Big bazaar, The
Tata Groups (Croma), Vishal Retail Group, Reliance Retail, Kirana stores &
76
CHAPTER VI
77
Conclusion
reputation of itself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around Spencers. Volume
78
sales always take place in Spencers. Impulse buying behavior of customers comes in
stationary, food items, electronic items, leather items, watches, jewellery, crockery,
decorative items, chocolates and many more. It competes with all the specialty stores
of different products which provide goods at a discounted rate all through the year. It
holds a large customer base and it seemed from the study that the customers are quite
satisfied with Spencers. As of now there are many Spencers in different cities of India,
Spencers is a hypermarket store where varieties of products are being sold on different
product category. It has emerged as a hub of shopping specially for middle class
people.
In Delhi it is the middle class people who mostly do marketing from Spencers. Even
most of the people do their monthly shopping from Spencers. People not only visit
Spencers to do shopping but also visit for outing purpose as it provides a very nice
79
ambience to its customers. As people go to malls they just tend to move around
Spencers whether it is for shopping purpose or for outing purpose. Grocery, apparels
and food items are the products which are demanded most by the customers of Delhi in
Spencers The major drawback of Spencers is that it lacks in providing enough parking
space for its customers. This may discourage the customers to come to Spencers and
shop as they face difficulty in parking their vehicles. Even though some customers say
that they dont feel problem in parking their vehicle, it is because of the parking space
available to them by the mall. As it is surveyed it seems that the biggest competitors of
Spencers are the kirana stores, discounted specialty stores like Vishal mega mart,
bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, &Sabka Bazaar etc.
80
CHAPTER VII
81
SUGGESTIONS
82
SUGGESTIONS
1. Spencers should include more of branded products its product category so as to
2. Spencers should provide large parking space for its customers so that they can
3. It should make different cash counters for different customers. Cash counter and
credit card payment counter should be placed differently in order to reduce the
rush and save the customers time. This will be a kind of motivator for the
customers of Spencers.
4. The service of the sales person is needed to be improved. Personal care should be
taken by the sales person for the customers so that the customers feel good.
83
5. During the off peak hours Spencers should provide some offers to its customers
so that people would be encouraged to come to Spencers during off peak hours.
The customers who are present in the mall during the off peak hours of Spencers
will definitely go in to big bazaar if surprise offers are made at that time.
and queries. The person sitting at the help desk of Spencers should be able to
84
CHAPTERVIII
85
LIMITATIONS OF STUDY
and human efforts, the present study is also not free from certain limitation, which were
unavoidable.
Although all the effort were taken to make the result of the work as accurate as possible
1. Some customers were not willing to give appointment due to their busy schedule.
2. Due to very large size of the population, only a selected sample of customer could
be contacted.
3. Due to time constraint and other imperative work load during the t period it could not
4. Due to fast pace of life, some customers were not able to do justification to the
questionnaire.
86
6. As per company rule many information was not disclose as the manager are busy in
their daily schedule. It is not possible for us to spend more time in interaction with
them
7. Due to limitation of time only 100 people & 3 stores were selected for the study. So
the sample of people & stores was not enough to generalize the findings of the
study.
8. The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.
9. Retailers were hesitant to disclose the true fact and had a privacy issue.
BIBLIOGRAPHY
JOURNALS:
87
"To identify the factors impacting customer satisfaction in food retail
supermarkets,"International Journal of Research and Development - A Management
Review (IJRDMR), ISSN (Print), vol. 2, pp. 23195479, 2013.
P. H. L. Ian. and L. B. Grace, "Customer satisfaction towards retailers," ICA, ICA
NRA and Coop Forum, 2011.
M. Manish and K. Sima, "Determinants of retail customer satisfaction: A study of
organized retail outlets in Delhi," Delhi Business Review X, vol. 13, January -
June 2012 2012.
WEBSITES:
www.spencersretail.com
www.indiaretailing.com
www.global.marksandspencer.com
www.wikipedia.org
BOOKS:
88
AnselmssonJ.,Sources of Customer Satisfaction with Shopping
Malls: A Comparative Study of Different Customer Segments,
International Review of Retail, Distribution and Consumer
Research, 16 (1), pp. 115138, 2006.
Lather Anu Singh &KaurTripat (2006), Shopping malls: New
retail formats keeping pace with the shoppers' mood, The
Journal of Indian Management & Strategy, Vol. 11, Issue4.
MAGZINES:
Economics Times -
http://economictimes.indiatimes.com/topic/Spencer's-Retail
Business world
http://businessworld.in/article/Marks-Spencer-Takes-Stylish-Bid-
To-India/08-11-2014-51843/
NEWS PAPERS:
Economics Times-
http://economictimes.indiatimes.com/markets/stocks/announce
ments/spencers-retail-md-mohit-kampani-
quits/articleshow/52964219.cms
Hindustan times -
http://corporate.spencersretail.com/mr/2016/jan/Coverage
%20Report%20-%20Makar%20Sankranti.pdf
Times of India
http://timesofindia.indiatimes.com/business/indiabusiness/Mark
s-Spencer-JV-eyes-food-business/articleshow/19208190.cms
89
ANNEXTURES
Questionnaire
90
Questionnaire
PART-1
1. Name: -
2. Age: -
3. Gender: -
4. Address: -
5. Qualification: -
6. Profession: -
7. Ph.
8. Whats your monthly income?
a) Below 10,000
b) 20,000 40,000
c) 40,000 60,000
d) More than 60,000
PART-2
91
c) Quarterly
d) On unplanned basis
2. A part from Spencers do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
3. If yes then what are the other retail outlets do you intend to visit in a mall?
a) Garment Outlet
b) Any other Outlet
a) Food Court
b) Entertainment
c) Gift Corner
a. Grocery
b. Food Item
c. Leather Item
d. Electronic Item
e. Gift Item
f. Any other Item
92
6. On an average how much amount of money do you spend in a visit to
Spencers?
a. Below 500
b. 500 1000
c. 1000 1500
d. 1500 2000
e. More than 2000
11. Do you prepare a list of brands in advance when you visit to Spencers ?
a) Yes b) No c) Depends on category
93
12. In which categories of products do you pre-decide the brands?
a) soft drinks
b) Electronic Items
c) Gift Items
d) Any other Item
94
c) More than adequate
a) Yes b) No
95