vè;k; &1

çLrkouk

,d ckt+kj dsfa ær ;k miHkksäk dsafær laxBu igys ;g r; djrk gS dh

mldk laHkkfor xzkgd pkgrk D;k gS vkSj rc mRikn ¼product½ ;k lsok dh
jpuk dh tkrh gSA tc xzkgd fdlh mRikn ;k lsok dks t+:jr gksus ij
bLrseky djrk gS ;k mls dksà dfFkr ykHk gkfly gksrk gS] rks foi.ku
fl)kar vkSj O;ogkj U;k;ksfpr ekuk tkrk gSA

bl ifj;kstuk dks rS;kj djus ds fy, eSa çR;sd forjd vkSj [kqnjk foØsrkvksa
ds ikl x;k D;ksfa d eSa cktkj vuqlèa kku vkSj fcØh vuqlèa kku dj jgk FkkA
blesa dqy cktkj ek=k 'kkfey gS] tks fdjkus dh nqdku dh NksVh nqdkuksa ls
vkSj forjdksa vkSj [kqnjk foØsrkvksa ls cM+s cktkj esa cspk tk jgk gS] vkSj vU;
tgka fpIl vkSj uedhu csph tkrh gSAa

eSaus gYnhjke ds lHkh mRikn ds ckjs esa ,d= fd;k gS] ysfdu ewy :i ls
fpIl vkSj uedhu lsxesaV ds fy, dke fd;k gSA eSa [kqnjk foØsrkvksa ds ikl
x;k vkSj ogka fpIl vkSj uedhu dks ns[kk] eSa fuEufyf[kr phtksa dk ikyu
djrk gwa ml dSaVhu esa gekjk mRikn miyCèk gS ;k ugÈA ;fn ugÈ rks geus
ns[kk fd fdl daiuh dk mRikn miyCèk gSA es fcØh ml fo'ks"k dkmaVj dh
fdruh gS vkSj fcØh dk dkSu lk dkmaVj gesa ns ldrk gSA

D;k brus lkjs fpIl vkSj uedhu ds czkaM dk eqdkcyk fd;k gSA
vkSj vxj gesa viuk mRikn feyrk gS] rks ge fcØh dh ek=k] miHkksäk dh
çfrfØ;k] forj.k ds ckjs esa iwNrs gSa vkSj bl rjg [kqnjk foØsrkvksa vkSj
miHkksäkvksa ds fgr esa irk pyrk gS

;fn gesa viuk mRikn gekjs ckjs es]a gekjs mRiknksa ds ckjs es]a ekÆtu varj ds
ckjs es]a muds }kjk çnku fd, x, çfr;ksfx;ksa ds mRikn vkSj ekÆtu dh
rqyuk djus ds ckjs esa ugÈ feykA

vkSj fQj geus mUgsa gekjs mRikn dh vfrfjä lqfoèkkvksa vkSj vf}rh; foØ;
Çcnq dks le>k vkSj mUgsa gekjs mRikn dks cspus ds fy, rS;kj fd;kA bl
çdkj geus gYnhjke ds mRikn ds fy, cktkj fodflr fd;kA

blds ckn geus çfrLièkÊ ds mRikn ¼ek=k½ dks ns[kk vkSj rkdr iwNhA geus
lHkh çfr;ksxh daiuh vkSj gYnhjke ds lkbu vkSj ,d LVSaM dks Hkh fxuk] tks
ml fo'ks"k LVksj esa gSA vkf[kjdkj eSa ,d nSfud losZ{k.k fjiksVZ cukrk gwa vkSj
xkft;kckn esa miyCèk dqy nqdkuksa vkSj dSaVhuksa dks lwphc) djrk gwaA vkSj
fQj MsVk dk fo'ys"k.k djrk gS tks cktkj ls ,d= fd;k x;k FkkA vkSj fQj
ml fo'ys"k.k fd, x, MsVk vkSj tkudkjh ds vkèkkj ij ,d fu"d"kZ ij vkrs
gSAa vkf[kjdkj ,d lkFkZd vkSj mi;ksxh fjiksVZ cukuk laHko gks tkrk gSA

foi.ku ds nks çeq[k ?kVd gS&

a u, xzkgdksa dks 'kkfey djuk ¼vfèkxzg.k½ rFkk
ekStwnk xzkgdksa dks cuk, ,oa muds lkFk lacaèkksa dk foLrkj djuk ¼vkèkkj
çcaèku½- ,d ckj tc foØsrk ¼marketer½ vkus okys [kjhnkj dks viuk xzkgd
cuk ysrk gS rks vkèkkj çcaèku 'kq: gks tkrk gSA vkèkkj çcaèku ds rgr tks
çfØ;k vkjEHk gksrh gS mlesa foØsrk vius xzkgd ds lkFk fj'rs fodflr djrk
gS] lacaèkksa dks iks"k.k nsrk gS] fn, tk jgs Qk;nksa esa Ãt+kQk djrk gS vkSj vius
mRikn@lsok dks fujarj csgrj cukrk gS rkfd mldk O;kikj çfrLiÆèk;ksa ls
lqjf{kr jgs-

foi.ku ;kstuk ¼marketing plan½ dh lQyrk ds fy, feJ.k miHkksäkvksa

¼consumer½ ;k yf{kr ckt+kj ¼target market½ dh ekaxksa o t+:jrksa esa
çfrÇcfcr gksuk pkfg,- ,d ckt+kj [kaM ¼market segment½ dks og [kjhnus
ds fy, jkt+h djuk ftldh mUgsa t+:jr ugÈ] cgqr gh [kpÊyk dke gS vkSj
'kk;n gh dHkh lQy gksrk gSA foi.kd] vkSipkfjd vkSj vukSipkfjd nksuksa
rjg ds foi.ku vuqlèa kku ¼marketing research½ ls çkIr tkudkjh ij
fuHkZj djrs gSa vkSj ;g r; djrs gSa dh xzkgd D;k pkgrk gS vkSj mlds fy,
fdruk Hkqxrku djus dk bPNqd gSA foi.kd vk'kk djrs gSa dh bl çfØ;k ls
mUgsa ,d lrr~ çfr;ksxh ykHk ¼sustainable competitive advantage½
gkfly gksxk- foi.ku çcaèku ¼Marketing management½ bl çfØ;k gsrq
O;kogkfjd vuqç;ksx gSA çLrko Hkh Ps fl)kar dk ,d egRoiw.kZ vax gSA

vesfjdh foi.ku la?k ¼American Marketing Association) ds vuqlkj]

Þfoi.ku ,d laxBukRed dk;Z vkSj çfØ;kvksa dk ,d lewg gS ftlls xzkgd
cuk;s tkrs gS]a muls laçs"k.k fd;k tkrk gS vkSj mUgsa mi;ksfxrk çnku dh
tkrh gS rFkk miHkksäk ls fj'rs cuk;s tkrs gSa rkfd laxBu ,oa mlds
fgrèkkjdksa dks ykHk feys-

foi.ku ds rjhdksa dh lwpuk dà lkekftd foKkuksa ¼social science) esa nh

x;h gS [kkldj euksfoKku] lekt'kkL= ¼sociology½ vkSj vFkZ'kkL= esa-
ekuo 'kkL= dk çHkko Hkh NksVk ysfdu c<+rk gqvk gSA ckt+kj vuqlèa kku bu
xfrfofèk;ksa dks et+cwrh nsrk gSA foKkiu ¼advertising½ ds ekè;e ls foi.ku
dà jpukRed ¼creative½ dykvksa ls Hkh tqM+rk gSA foi.ku ,d foLr`r ,oa
dà çdk'kuksa ls cM+s Lrj ij ijLij lEc) fo"k; gSA ;g le; o laL—fr ds
vuqlkj [k+qn dks vkSj viuh 'kCnkoyh dks u, rjhds ls nqckjk x<+us ds fy,
dq[;kr gSA
 vè;k; &2
dEiuh çksQkby

gYnhjke dh diksZjsV lQyrk dh dgkuh & lius okLrfodrk esa f[kyrs gSa

gYnhjke dh% og daiuh tks vkt Hkkjrh; LuSDl vkSj ehBs [kk| cktkj dk
i;kZ; gS] us 1935 esa jktLFkku ds chdkusj esa ,d NksVh lh feBkà dh nqdku
ds :i esa xkFkk dk igyk vè;k; 'kq: fd;kA 1982 rd] daiuh us dksydkrk]
ukxiqj vkSj fnYyh esa gypy&pkanuh&pkSd esa viuk O;olk; LFkkfir fd;k
FkkA

gYnhjke ds lkFk fnYyh&,ulhvkj ds çhfe;e LFkkuksa ij 11 jsLrjka lg

'kks:e gksus ds lkFk mÙkjh Hkkjr esa fofHkUu vkmVysV [kksyus dh ;kstuk ds
lkFk ,d egRoiw.kZ fofoèkhdj.k jsLrjka O;olk; esa FkkA

nks igyh ih<+h ds m|fe;ksa }kjk çpkfjr Jh ,e-,y- vxzoky vkSj Jh ,e,l
vxzoky vkSj funs'kd eaMy ¼Jh iadt] vkuan] vfer] vk'kh"k vkSj mes'k
vxzoky½ vkSj çcaèku Vhe ¼M ,ds R;kxh ¼vè;{k½] ihds vxzoky ¼lykgdkj½]
jkgqy dFkwfj;k] ohds xqIrk½ }kjk leÆFkr gSA Jh ,ds R;kxh½] vkt] daiuh ds
fotu vkSj fe'ku ds ekè;e ls [kk| vkSj is; daiuh ds :i esa oSfÜod
mifLFkfr gS

• vfHkuo

• Profesis onalization

• foLrkj
•j.kuhfrd –f"Vdks.k

• vkSj] O;kikj vfèkxzg.k

gYnhjke viuh –f"V ds jkLrs ij gS D;ksafd vkt ;g ,d vkÃ,lvks 9001

vkSj ,p,lhlhih çekf.kr daiuh gS vkSj nqfu;k Hkj esa vkSj Hkkjr ds 62 ns'kksa
¼fczVsu] vesfjdk] teZuh] vLVªsfy;k] ;w,Ã&½ esa nqfu;k Hkj ds 'kh"kZ lqijekdsZVksa
dh mifLFkfr gSA TESCO] SOMMERFIELD] SPINNEYS] CARREFOUR tSlh nqfu;kA rF; ;g
gS fd vkt gYnhjke 60 fefy;u Myj ds lkeku dk fu;kZr djrk gS vkSj
fiNys 5 o"kks± esa 40 dh o`f) ntZ dh xà gS tks [kqn bldh lQyrk dh
dgkuh crkrk gS

gYnhjke dh lQyrk dh xkFkk ikjaifjd] rktk ?kj ds cus Hkkstu esa igqap
cukus vkSj bls mRikn ykbu foLrkj esa dq'kyrk ls ifjoÆrr djus dh
leFkZd lfØ; lksp ds dkj.k gSA blds lkFk mUgksua s bl feFkd dk HkaMkQksM+
fd;k gS fd Hkkjrh; miHkksäk iSdsTM QwM dh if'peh voèkkj.kk vkSj Hkkjrh;
?kjsyw jlksà Js.kh ds nks ds fy, vfrfjä Hkqxrku ugÈ djsx
a sA

gYnhjke dh lQyrk dh jsflih esa fofoèk mRikn iksVZQksfy;ks] dM+s xq.koÙkk

fu;a=.k] vPNs dPps eky] HkaMkj.k] mRiknu vkSj iSdsÇtx çfØ;k,a 'kkfey gSa]
ftlds ifj.kkeLo:i vuisf{kr Lokn vkSj foLrkfjr 'kSYQ thou feyk gS]
lkFk gh [kkuiku ds fy, gYnhjke dh laosnu'khyrk HkhA

LFkkuh; rkyq ¼30 & gYnhjke dk 40 Lokn LFkkuh; Lokn ds vuq:i gksrk gS½
ds ifj.kkeLo:i ,d oQknkj Hkkstu vkèkkj rS;kj fd;k x;k gSA gYnhjke ds
mRiknksa dks LVd fd, fcuk dksà Hkh vkèkqfud O;kikj iwjk ugÈ gqvk gSA
blds vykok] vkiwÆr J`a[kyk tks [kqnjk vkSj laLFkkxr fcØh dh nks Jsf.k;ksa esa
VwV xà gS] ns'k ds nwjLFk 'kgj esa mRikn miyCèk djkus ds fy, forjdksa]
Fkksd foØsrkvksa vkSj [kqnjk foØsrkvksa ds etcwr usVodZ }kjk vPNh rjg ls
çcafèkr dh tkrh gSA

gYnhjke us tknqà lQyrk dh xkFkk cquus ds fy, lgh rduhd] iSdsÇtx

ekudhdj.k] miHkksäk lkeF;Z] xq.koÙkk okys Lokfn"V mRikn vkSj oY;we
fMfyojscYl dk fooj.k fn;k gSA

fiNys ugÈ cfYd de ls de] mRikn ds ihNs ds yksx & LFkkuh; çfrHkk dk
mYys[k djus dh vko';drk gS D;ksfa d mUgksaus gYnhjke dks cM+k gksus esa enn
dh gSA

vkt] gYnhjke xoZ ls nkok dj ldrs gSa fd Hkkjr esa ,d NksVs le; ds
m|e ds :i esa tks 'kq: gqvk og vc ,d oSfÜod ?kVuk gS vkSj HALDIRAM*S ds
fy, thou Hkj ds fy, dksà Hkh eSp ugÈ gS] tks mUgsa thfor jgrs gSaA

orZeku

LVd

vkt] gYnhjke ,d 1735-9 djksM+ dk czkM

a gS tks la;qä jkT; vesfjdk] fczVsu
vkSj eè; iwoZ esa vyekfj;ksa ij ,d ifjfpr –f"V gSA vfuoklh Hkkjrh;]
gYnhjke ds lkFk fonkà vkSj fo"kkn ds iSdsV okil ys tkrs gSAa vkSj ;g bl
uke gS fd os ifjfpr scents vkSj txgsa ds fy, nqdkuksa dks LdSu djus ds
:i esa ns[krs gSaA

orZeku esa fnYyh esa vkSj blds vklikl pkj la;a= gSa tks nSfud vkèkkj ij
50 Vu uedhu ¼56 fdLes½a ] 20 Vu fpIl] ikiM+ ¼7 fdLes½a vkSj et+ns kj Hkkstu
vkSj 5 Vu fVuM feBkà ¼12 fdLes½a vkSj lkcqu iiM+h dk mRiknu djrs gSAa A
nks vkSj mRiknu bdkb;k¡ vk jgh gSa tks u dsoy {kerk c<+k,axh cfYd gekjs
fy, uà mRikn ykbuksa dks is'k djuk Hkh laHko cuk,axhA

vc 60 o"kks± ls] QeZ Hkkjr ds rkyq dk ,dhdj.k dj jgh gSA ;g dk;ks± dk

lcls ljy ugÈ jgk gS( Hkkjr vyx&vyx Lokn dh dfy;ksa dks cksyrk gSA
gkyk¡fd] vkt ;g ,d ,slk uke gS tks u dsoy Hkkjr cfYd nqfu;k Hkj esa
Lokn vkSj xq.koÙkk dk i;kZ; cu x;k gSA

vkt gYnhjke dk nqfu;k Hkj ds çeq[k lqijekdsZVksa esa dkQh 'ksYQ LFkku gS%
VsLdks] lejQhYM] fliuh vkSj dklZÝlA ikjaifjd Hkkjrh; feBkb;ksa vkSj
lsob;ksa ls ysdj vfèkd varjkZ"Vªh; fpIl] dqdht] uV~l vkSj 'kcZr rd] blds
mRikn rsth ls yksxksa dh dYiuk ij dCtk dj jgs gSa] ftlls eè; iwoZ] iwoÊ
;wjksi vkSj mÙkjh vÝhdk ds dqN fgLlksa esa xgjh iSB cukuk laHko gks x;k gSA

Hkfo";

gekjs ekStwnk bfDoVh dk ykHk mBkuk

;g QeZ ?kjsyw vkSj varjjk"Vªh; cktkj esa viuh bfDoVh dk ykHk mBkus dh
;kstuk cuk jgh gS] rkfd bldh csYV ds rgr u dsoy czkM
a sM mRiknksa ds
lkFk ,d [kk| fuxe cu lds] cfYd jsLrjka] [kqnjk J`a[kyk,a vkSj O;kid
iksVZQksfy;ks Hkh 'kkfey gS]a ftlesa nwèk vkèkkfjr Hkkstu vkSj uwMYl tSls fofoèk
mRikn 'kkfey gSaA
fudV Hkfo"; esa ;g vYthfj;k] tksMZu] ;eu] rkboku] dksyfa c;k] lkbçl]
;wØsu] yhfc;k] Vîwuhf'k;k] felz] vkesZfu;k] osLV baMht] LohMu] fQuySM
a ]
f=funkn vkSj VkscSxks tSlh txgksa ij gksus dh mEehn djrk gSA

gYnhjke dh lQyrk xkFkk ikjaifjd] rktk ?kj ds cus Hkkstu esa igqap cukus
vkSj bls mRikn ykbu foLrkj esa dq'kyrk ls ifjoÆrr djus dh leFkZd
lfØ; lksp ds dkj.k gSA blds lkFk mUgksaus bl feFkd dk HkaMkQksM+ fd;k
fd Hkkjrh; miHkksäk iSdsTM QwM dh if'peh voèkkj.kk ds fy, vfrfjä
Hkqxrku ugÈ djsx
a s vkSj og Hkh Hkkjrh; ?kjsyw jlksà Js.kh dhA

blus mUur çlaLdj.k vkSj iSdsÇtx bdkà esa Hkh dkQh fuos'k fd;k gS] tks
bls çkS|ksfxdh ds lkFk ijaijk ls 'kknh djus esa l{ke cukrk gSA ;gh dkj.k gS
fd] dksà QdZ ugÈ iM+rk fd fdldk 'ksYQ gekjs mRikn ij cSBrk gS] ;g
ges'kk vius ne ij [kM+k gksrk gSA

blds vykok] vkiwÆr J`a[kyk tks [kqnjk vkSj laLFkkxr fcØh dh nks Jsf.k;ksa esa
VwV xà gS] ns'k ds nwjLFk 'kgj esa mRikn miyCèk djkus ds fy, forjdksa]
Fkksd foØsrkvksa vkSj [kqnjk foØsrkvksa ds etcwr usVodZ }kjk vPNh rjg ls
çcafèkr dh tkrh gSA
iqjLdkj vkSj miyfCèk;ka

gYnhjke dh vkÃ,lvks 9002 vkSj ,p,lhlhih ekU;rk çkIr daiuh gS] ftldh
csYV ds rgr dà iqjLdkj gSaA

1994 esa Lisu ds ckÆlyksuk esa VªsM yhMlZ Dyc }kjk QwM ,aM csojst+ ds fy,
varjkZ"Vªh; iqjLdkj ls lEekfur fd;k x;kA

Food 1996 esa vy bafM;k QwM fçtoZlZ ,lksfl,'ku }kjk vius lcls vPNs
xq.koÙkk okys [kk| mRiknksa ds fofuekZ.k ds fy, Lo.kZ t;arh lekjksg esa
d'kkydj eseksfj;y vokMZ çnku fd;k x;kA

 ,uvkjvkà osyQs;j lkslkbVh vQ bafM;k }kjk Çgn jru iqjLdkj A7

fn;k x;k
 czkM
a bfDoVh vokMZ 1998 dks ,d lQy Hkkjrh; czkM
a cukus dh ekU;rk
esa çxfr ln~Hkko fodkl pSca j vQ delZ ,aM baMLVªh }kjk çnku fd;k
x;k FkkA

By ,ihMk ,DliksVZ vokMZ 2001&2002 —f"k vkSj çlaL—r [kk| mRikn

fu;kZr fodkl çkfèkdj.k }kjk o"kZ 2001&2002 ds nkSjku —f"k vkSj çlaL—r
[kk| mRiknksa ds laoèkZu esa mR—"V ;ksxnku ds fy, çnku fd;k x;k FkkA

fnYyh vokMZ —f"k ,oa çlaL—r [kk| mRikn fu;kZr fodkl çkfèkdj.k }kjk
o"kZ 2004 esa çnku fd;k x;k FkkA

200 AMITY LEADERSHIP AWARD - 2008 dks ,feVh fctusl Ldwy] ,feVh
;wfuoÆlVh }kjk o"kZ 2008 esa loZJs"B ,p vkj çFkkvksa ¼fjVsy½ ds fy,
lEekfur fd;k x;k FkkA
 forj.k çokg pkVZ
gYnhjke ds vU; çeq[k FMGG daifu;ksa }kjk viuk, x, psd ;k dS'k
flLVe ds ctk; vius Fkksd Mhyjksa ls RTGS ds vkèkkj ij vfxze Hkqxrku
djrk gSA ;g vH;kl gYnhjke ds iwjs vkiwÆr J`a[kyk esa udn ysunsu dks
cuk, j[kus ds n'kZu ds vuq:i gS vkSj ;g MaÇix dks Hkh de djrk gSA

fMLVªhC;wVlZ bUosVa ªh ys tkrs gSa tks czkp

a os;jgkml ¼C & F½ ls VªkaftV Vkbe
dk è;ku j[kus ds fy, i;kZIr gSA ;g flQZ&bu&Vkbe bUosVa ªh j.kuhfr esa
fuos'k ¼vkjvksvký ij Mhyjksa dh okilh esa lqèkkj gksrk gSA lHkh gYnhjke dh
'kk[kk,¡ ekxZ le;c)u esa layXu gSa vkSj buds ikl okgu ifjpkyu gSA

INDUSTRY DISTRIBUTION NETWORK

FACTORY

C&F INSTITUTIONAL SALES

DISTRIBUTORS

WHOLESALERS RETAILERS

RETAILERS

CONSUMERS
 gYnhjke eSU;qQSDpÇjx eFkqjk jksM ij mRikfnr
HALKA
ALL IN BOMBAY FULKA
ONE CHANA CHANA DAL MIXTURE

ALOO BOMBAY CHANA JOR HARA

BHUJIA MIXTURE GARAM CHIDWA

BOONDI
BANANA BHUJIA CHIDWA KABLI
CHIPS MIXTURE PLAIN CHANA

BANANA CORN
CHIPS BOONDI FLAKE KAJU DAL
MASALA MASALA MIXTURE BIJI

BANANA
CHIPS BOONDI KAJU
SALTED PLAIN DAL BIJI MASALA

BANANA
CHIPS
TANGY BOONDI KAJU
TOMATO RAITA GHATIA MIXTURE

FALAHARI KAJU
BHELPURI CHAIPURI MIXTURE SALTED

FALAHARI KANPURI
BHUJIA CHAKOLI WAFFER MIXTURE

BHUJIA CHANA GUJRATI KARANCHI

PLAIN CRACKER MIXTURE MIXTURE

KASHMIRI
SAMOSA OM PURI NAVRATTAN MIXTURE
 NIMBU KAKHARA
SEM BEEJ PANI PURI MASALA CORIANDER

SAHI PUNJABI KAKHARA

MIXTURE TADKA NUT MIX JEERA

MOONG
DAL METHI KAKHARA
MASALA SEV LONG SEV MASALA

MOONG
DAL MINI
MAST BHAKAR MADARASI KAKHARA
MASALA BADI MIXTURE METHI

MOONG
DAL
CHATAK MOODI MASALA KAKHARA
MASALA MIXTURE TWIST PLAIN

KHATTA MOONG
MEETHA DAL MATHRI
 gYnhjke fofuekZ.k & xqM+xkao esa mRikfnr

BHELPURI MOONG DAL MASALA

BHUJIA

BHUJIA PLAIN MOONG DAL MAST

MASALA
MOONG DAL

MOONG DAL CHATAK PANIPURI

MASALA

gYnhjke LuSDl çkbosV fyfeVsM & ch 1 uks,Mk esa mRikfnr

Bhujia Aloo bhujia Khatta mitha

Navrattan Moong dal Panjabi tadka

All in one Dal biji Bombay mix

Kashmiri mixture Shahi mixture Kaju mixture

Chana dal Chana cracker Chana jor gram

Bombay chana Kabuli chana Long sev

Methi sev Karodpati Teekha sev

Chilli pataka Bikaneri malai Chatpata matar

sev

Nimbu masala Hara chidwa Halka fulka mixture

Gujarati mixture Mini bhakhar chakoli

badi

Madrasi mixture Murukku Cornflakes mixture

 vè;k; & 3
vuqlaèkku fØ;kfofèk
v/;;u dh vko’;drk mn~ns’;
bl v/;;u dk ewy&fopkj ,d gh le; esa jk;iqj esa lSelax miHkksDrkvksa dh
vo/kkj.kk lSelax mRiknksa ds fy, fVdkÅiu dk fo’ys"k.k djus ds fy, gS
vkSj ,d iz;kl jk;iqj esa lSelax dh czkaM Nfo dks le>us ds fy, gSA

izkFkfed mn~ns’; %&

v/;;u dk izkFkfed mn~ns’; xzkgd vo/kkj.kk dks le>uk vkSj

Samsang Electronic India PrivateLimited dh czkaM Nfo dk fo’ys"k.k djuk
gSA

f}rh;d mn~ns’; %&

miHkksDrk fVdkÅiu vkSj lSelax czkM

a esa lHkh oxksZ ds chp lcls
vf/kd yksdfiz; mRikn dk irk yxkuk gSA

vuqla/kku fØ;kfof/k %&

fdlh Hkh fjiksVZ dk vfuok;Z fgLlk vuqla/kku fØ;kfof/k gSA lSelax ds

mRiknksa ds cktkj {ks= dk v/;;u vkSj czkaM Nfc dk fo’ys"k.k djus ds fy;s vk;ksftr
fd;k x;k FkkA
uewus dk vkdkj %&
uewus dk vkdkj 50 mRrjnkRrkvksa ls fy;k x;k Fkk A

iz’ukoyh %&
1- vf/kdre 15 loky A
2- mRrjnkrkvksa dks fn;k x;k le; 15 ls 10 feuV A

bl fjiksVZ esa iz;ksx fd;k x;k Data eq[; :i ls izkFkfed

Data gS tks {ks= losZ{k.k ls ,d= fd;k x;k gSA dqN {ks= esa ek/;fed vkWdM+s
Hkh /;ku esa j[ks tk ldrs gSA

Data
izkFkfed Data dk L=ksr losZ{k.k fof/k }kjk vFkkZr~ iz’ukoyh vkSj
mRrjnkrkvksa ds O;fDrxr lk{kkRdkj }kjk ,d= fd;k x;k A

Data
lwpuk&lkekpkj] eSxthuks] baVjusV] eSxthu] Dijital media ls
laxzfgr A
vè;k; & 3
MsVk fo'ys"k.k
losZ{k.k vkSj ç'ukoyh ds ekè;e ls ,d= fd, x, MsVk dk fo'ys"k.k vkSj
ijh{k.k ,Dlsy }kjk fd;k x;k gS vkSj fQj ifj.kke dks gLr{ksi fd;k x;k
gSA MsVk dks ckfèkr djus ds fy, -various xzkQ vkSj pkVZ ckj dk mi;ksx
fd;k tkrk gSA

MsVk rS;kj djrs le; ;g è;ku esa j[kk x;k gS fd MsVk lqlaxr gksuk pkfg,
vkSj dksà iwokZxzg ugÈ gksuk pkfg,

• Q+hYM laiknu ¼tks MsVk dk fooj.k ,d= fd;k x;k gS½

• laf{kIr vkSj laf{kIr :iksa dk mi;ksx ugÈ fd;k tkrk gS

• iBuh;rk vkSj le>

• vi;kZIr mÙkjksa dks gVk fn;k x;k gS ¼viw.kZ mÙkj] ck,a [kkyh mÙkj½

• MsVk ,d= djus esa xyrh gqà gS] tks gVk nh xà gS

HYPOTHESIS VsLV

• mRiknksa ds fo'ys"k.k esa mi;ksx dh tkus okyh ifjdYiuk ijh{k.k dh

fofHkUu fofèk fofHkUu ijh{k.k tSls gSa

• tsM VsLV

• ,Q VsLV

• Vh VsLV

•ph & oxZ ijh{k.k

• LFkk;h ijh{kk
• xSj PARAMETRIC VsLV

iSjkehfVªd vkSj xSj iSjkehfVªd ijh{k.k nksuksa dk mi;ksx MsVk dk fo'ys"k.k

djus ds fy, fd;k x;k gS vkSj ;g dksf'k'k dh xà gS fd MsVk lgh MsVk dk
çfrfufèkRo djsA
NAMKEENS cktkj esa lk>k djsa

13%

17%
HALDIRAM'S
60%
BIKANERWALA

20% BALAJI
OTHERS

cktkj esa csps tkus okys miHkksx vkSj vyx&vyx uedhu ds ckjs esa MsVk
,d= fd;k x;k gS vkSj ;g ns[kk x;k gS fd gYnhjke uedhu esa mPpre
çfr'kr fgLlsnkjh ij dCtk djrs gSa vkSj ;g yxHkx 60% fgLlsnkjh gS]
ckykth 17% cktkj fgLlsnkjh ij dCtk djrs gS]a fcdkusjokyk cktkj dk 20
fgLlk j[krk gS vkSj ckdh vU; czkaMksa }kjk dCtk dj fy;k x;k gSA
cktkj esa pSIVj dh ek¡x

Chips share in ghaziabad market

7%
9%
30%
Lays
12%
Haldiram's
ITC
15% Bikano
Oyes
27%
Others

MsVk ,d= fd;k vkSj fo'ys"k.k cktkj esa mPpre 'ks;j ij dCtk dj ysrk gS
tks cktkj esa fgLlsnkjh dk 30% gS] gSyhMSe Hkh cktkj dk dkQh vPNk
fgLlk dSIpj djrk gSA fo'ys"k.k ij fofHkUu czkM
a dk fgLlk fn[kk;k x;k gS
vyx&vyx ifj.kke tks fcØh dh ek=k esa tksM+rk gS

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

fofHkUu dkjd tks mRiknksa dh fcØh dh ek=k c<+kus esa enn djrs gSa

Lokn ,d çeq[k dkjd gS ftl ij fdlh mRikn dh fcØh fuHkZj djrh

gSA ;g Hkh f}rh;d dkjd gS]a ftl ij fcØh dk dkQh vPNk fgLlk fuHkZj
djrk gS tks fd foKkiu] iSdsÇtx] czkM
a vkSj vU; dkjd gSaA
 iSdsV vkdkj

80% 75%

70%
60% 60%
50%
50%
40% Series 1
40%
30% Series 2
20% Series 3
10% Series 3
0% Series 2

18 gm Series 1
42 gm
47 gm
77 gm

mRiknksa dh fcØh Hkh iSdsV vkdkj ds mRiknksa ij fuHkZj djrh gS] ;g vklkuh
ls ns[kk tk ldrk gS fd togm ;k 60gm dh rqyuk esa 15gm iSdsV vkdkj
cgqr vfèkd ek=k esa cspk tkrk gSA rks ;g gLr{ksi fd;k tk ldrk gS fd
iSdsV dk vkdkj fcØh dh ek=k dks Hkh çHkkfor djrk gSA fofHkUu çdkj vkSj
oxZ ds yksx gSa] blfy, NksVs iSdsV dk vkdkj vfèkd ek=k esa cspk tkrk gSA
fofHkUu czkM
a ksa ds vyx&vyx vk;q oxZ ds mi;ksxdrkZ

140

120

100

80
Series1
60

40

20

0
0-20 20-40 40-60 60above

uedhu vkSj fpIl eq[; :i ls mu O;fä;ksa }kjk mi;ksx fd, tkrs gSa
tks 0&20 ds vk;q oxZ ls lacafèkr gSa] ;g è;ku esa j[kk tkuk pkfg, fd eq[;
:i ls fd'kksj vkSj cPps ,sls O;fä gSa tks bu mRiknksa dh fcØh dh ek=k esa
mPpre fgLlsnkjh ij dCtk dj jgs gSaA vU; vk;q ds O;fä bu lHkh mRiknksa
dh 40% fcØh dh ek=k ij dCtk dj jgs gSaA
 tk¡p & ifj.kke

• igyh vkSj cM+h leL;k ;g gS fd daiuh dk [kqnjk foØsrkvksa ds lkFk

çR;{k vkSj LFkk;h vuqcaèk ugÈ gSA ;g lkekU; f'kdk;r gS fd daiuh vkSj
[kqnjk foØsrkvksa ds chp ,d cM+k lapkj varj gS vkSj dksà Hkh mudh leL;k
dk lekèkku ugÈ djrk gSA
• [kqnjk foØsrkvksa dh nwljh leL;k forjdksa dh Rofjr çfrfØ;k dh
vuqiyCèkrk gSA
• fMLVªhC;wVlZ rS;kj LVd ugÈ Hkstrs gSa vkSj bl rjg fMyhojh eSu dks
mu leL;kvksa dk lkeuk djuk iM+rk gS tc fjVsyj vkikrdky esa ekax
djrk gSA
• çeq[k leL;kvksa esa ls ,d gS ;kuh os ewY; varj gSaA os vU;
vkiwÆrdrkZvksa ls vyx&vyx ewY; esa ,d gh mRikn çkIr dj jgs gSa ¼vU;
vkiwÆrdrkZ de dher vkSj ;kstukvksa ij ns jgs gSa½ bl çdkj ;g leL;k
forjdksa vkSj vkiwÆrdrkZvksa nksuksa ds fy, cgqr cM+h gSA
• nwljh leL;k Fkksd cktkj gS( Fkksd cktkj forjdksa {ks=ksa esa ços'k djus
esa leL;k iSnk dj jgk gSA
• forjdksa }kjk lkeuk dh tkus okyh leL;k cktkj esa LVSaM dh deh
gSA ;g leL;k forjdksa vkSj [kqnjk foØsrkvksa nksuksa dks ijs'kku djrh gSA
[kqnjk foØsrkvksa dh ekax forjdksa ds fy, gS D;ksafd vU; daiuh ds dk;Zdkjh
gekjs mRikn dks yxkus ds fy, vius LVSaM dk mi;ksx djus dh vuqefr ugÈ
nsrs gSaA
• gYnhjke ds mRikn ds ladsr ds :i esa dSaVhu esa dksà nhokj isaÇVx
;k cSuj ugÈ gSa] tcfd çfr;ksxh blds fy, dà lqfoèkk,a çnku dj jgs gSaA
 lq>ko
• daiuh dks [kqnjk foØsrkvksa vkSj dSaVhu ds ekfyd dh leL;kvksa ij
fopkj djuk pkfg,A
• daiuh dks forjdksa dh leL;k,a gksuh pkfg,A
• xSj&Hkqxrku vkSj xyr çfrc)rk dh leL;kvksa tSls fookn dk
fuiVku ,d vU; dk;Zdkjh }kjk vko';d gSA
• LVSaM dks t:jrean [kqnjk foØsrkvksa dks çnku fd;k tkuk pkfg,
D;ksfa d fdlh vU; daiuh ds dk;Zdkjh leL;k iSnk djrs gSaA
• daiuh dks çR;sd vkSj çR;sd dkmaVj ij LVSaM vkSj jSd nsuk pkfg,
tgka bldk mRikn cspk tkrk gSA
• daiuh dks çR;sd vU; {ks=ksa esa forjd ds gLr{ksi dks jksduk pkfg,A
• daiuh dks cktkj esa vaMjdÇVx dks jksduk pkfg,A
• daiuh dks Fkksd xM+cM+h dks jksduk pkfg,A
• daiuh dks vius vfèkdkfj;ksa dks osru ds ckn vfrfjä ykHk ds :i esa
çksRlkgu nsuk pkfg,A
• daiuh dks lsYl ,DthD;wfVo dh ckr lquuh pkfg, vkSj mldh
ns[kHkky djuh pkfg,A
• daiuh dks cktkj esa leL;kvksa dks igpkuuk pkfg,A
• cgqr t:jh dke gS cktkj dh LØhÇux vkSj çfr;ksfx;ksa dh rkdr
vkSj detksfj;ksa dks igpkuukA
 • daiuh dks vius mRiknksa ds foKkiu ij dqN jkf'k [kpZ djuh pkfg,
D;ksfa d foKkiu esa e'kgwj gfLr;ka muds çpkjd ds :i esa mi;ksx dj jgh
gSAa dqdqZjs twgh pkoyk ds fy, vkSj lSQ vyh [kku ds fy,A
• daiuh dks dSaVhu vkSj dSQsVsfj;k dks fMLIys çnku djuk pkfg,A
• daiuh dks dSQsVsfj;k dh nhokjksa dks le;&le; ij isaV djuk pkfg,
D;ksfa d blds çfr;ksxh ,slk djrs gS]a blls [kqnjk foØsrk gekjs mRikn dks
cspus ds fy, ckè; gksxa sA
 vè;;u dh lhek,a

Be [kqnjk foØsrkvksa ds ekè;e ls losZ{k.k ls çkIr iw.kZ fcØh ds vkadM+s

Qqyk, tk ldrs gSaA
Is czkM
a Lrj ços'k vè;;u lhfer gS D;ksfa d ifj;kstuk dsoy if'peh
LuSDl vkSj uedhu mRiknksa ds lkFk dke dj jgh gS u fd miyCèk LuSDl
mRiknksa dh iwjh J`a[kykA
Retailers [kqnjk foØsrkvksa ds uewuk LFkku ls çkIr çfr;ksxh czkMa ksa ds
fy, iw.kZ fcØh ds vkadM+s çfrLièkÊ czkM
a ksa ds fy, fcØh ds çn'kZu dk fo'ys"k.k
vkdÆ"kr djus ds fy, vi;kZIr gSaA
 gYnhjke ds if'peh LuSDl ds çkstsDV ekdsZV isusVªs'ku dh le;
lhek vkSj nk;js dks ns[krs gq,] dqy fcØh ds vkèkkj ij dqy
miHkksäk vkèkkj dh i)fr dk mi;ksx ugÈ fd;k x;k gSA
vè;;u esa gYnhjke ds if'peh LuSDl dk isusVªs'ku çfr'kr [kqnjk
cktkj esa mRikn ykbu dh miyCèkrk ds dsoy ,d vuqeku dks
n'kkZ,xkA
 le; lhek vkSj ckèkkvksa dks ns[krs gq, çfrLièkÊ fo'ys"k.k esa
vçR;{k çfr;ksxh ¼fodYi½ dh igpku 'kkfey ugÈ gSA
Question lk{kkRdkjdrkZ ds QSlys dk mi;ksx [kqnjk foØsrkvksa }kjk
nh xà çfrfØ;kvksa ds vuqlkj ç'ukoyh dks Hkjus ds fy, fd;k tkrk gSA
 xzaFk lwph
ऩुस्तकें-

 फपलऱऩ कोटऱर, गैरी आर्मट्रॉन्ग, PRAFULLA Y

AGNIHOTRI, ESHAN UL Haque 2010. एक दक्षिण
एलियाई ऩररप्रेक्ष्य, 13 वाां सांस्करण।

 ऩऱेंट, जूऱी (2007)। SP जीवन रिा र्ैनुअऱ, तीसरा

सांस्करण, ओऩन यनू नवलसमटी प्रेस, र्ैकग्रा-हिऱ
कांऩननयाां

, र्ल्िोत्रा, एन.के. (2004)। ववऩणन अनस

ु ांधान: एक ऱागू
अलिववन्यास, 4 वें सांस्करण, प्रें हटस-िॉऱ इांटरनेिनऱ, ऱांदन
Websites-

 http://www.haldiram.com

 http://en.wikipedia.org/wiki/Sampling

 http://www.emeraldinsight.com/

 Dr. Pankaj Madan, Gurukul Kangri, Retail industry: Next growth engine
for Indian Economy. Available from :
http://www.scribd.com/doc/18286308/Retail-Industry
 http://www.indiainbusiness.nic.in/

 http://www.slideshare.com/

 http://en.wikipedia.org/wiki/Retailing_in_India

 http://www.bizmove.com/general/m6j.htm

 http://www.business-standard.com/india/news/modern-format-stores-
growing-strongly-acnielsen/262342/
 http://profit.ndtv.com/news/show/assessing-the-impact-of-organized-
retail-on-kirana-stores-89419