Submitted By

Manish kumar
Mohit vats
Vijay goel
Raghuvender
INTRODUCTION
Retail is the second largest business in the United States
both in number of establishments and the number of
employees.

The retail sector is also one of the largest worldwide.

Wal-Mart is the worlds largest retailer and the worlds
largest company with more than $ 312 billion (USD) in sales
annually.

Wal-Mart employs 1.3 million associates in the United
States and more than 400,000 internationally. The second
largest retailer in the world is finances Carrefour.

RETAILING
The activities involved in selling goods and services.

The word retail is derived from the French word
retailer, meaning to cut a piece off or to break bulk.

Retailers are at the end of the supply chain.

Marketers see retailing as a part of their overall
distribution strategy.

TYPES OF RETAILING
Retailing can be classified under two heads:
Store retailing:-Retail stores come in a variety of shapes and
sizes, and new retail types keep emerging.
Non- store retailing:-Non store retailing includes; direct
marketing, direct selling and automatic vending.

Store retailing can be classified by one or more of
several characteristics:
Amount of service
Product line
Relative prices
Control of outlets
Type of store cluster






Amount of service:
Self service retailers
Limited service retailers
Full service retailers

Product line:
Specialty stores
A department store
Super markets
Convenience stores
Super stores
Hyper markets





Relative prices:
Discount stores

Control of outlets:
The chain store
The voluntary chain
The retailer cooperative
A franchise
Merchandising conglomerates

Types of store cluster:
Central business districts
A shopping center
Non Store Retailing

Although most goods and services are sold through stores

Non store retailing has been growing much faster than
store retailing.

Traditional store retailers are facing increasing sales
competition from catalogs, direct mail, telephone, home TV
shopping shows, on line computer shopping services,
home and office parties and direct retailing approaches.



RESEARCH OBJECTIVES
To study the Consumers Perceptions towards various
aspects of Mega Marts.

To study the different demographic, psychographics and
situational variables which are affecting the selections of
retail outlets.

To know the Products knowledge & promotional tools
adapted by Organized Retailers in delhi.

Understanding the needs of the customers.

To study various parameters taken into consideration by
customers, while making a buying decision.

To study the satisfaction level of consumers for

Organized FMCG Retail outlets like Hyper City, D-Mart,
Big Bazaar, Reliance Super, Vishal Mega Mart.

To study about the changes those customers wants in these
Organized FMCG Retail Outlets.

To study about the quality, services, product range provided
by these Organized FMCG Retail Outlets.

To undertake a comparative analysis of Indian consumer
buying habits at Local Kirana Walas v/s Organized Retail
Formats in the city.

To suggest improvements to these Organized FMCG Retail
Outlets in the city.

INDIAN RETAIL INDUSTRY
Retailing in India is one of the significant contributors to the
Indian economy and accounts for 35% of the GDP.

This sector is in a fragmented state with over 12 million
outlets operating in the country and only 4 % of them being
larger than 500 sq. ft. in size.

The Indian retailing industry is currently estimated Rs.
930,000 crores and is expected to grow at 5% p.a. The
current size of the organized retail market is Rs. 28,000
crores, thereby a mere 3% of the total retailing market with
a projected growth rate of 25-30 % p.a. and it became Rs.
35,000 crores by 2010 and Rs. 100,000 crores by 2014, with
its contribution to total retailing sales likely to rise to 9% by
decade end.


INDIAN RETAIL MARKET
The retail sector in India is highly fragmented and mostly
owner-run Mom and Pop outlets. These together form the
unorganized retail or traditional retail.
According to the Investment Commission of India (ICI)
estimates, there are over 15 million such Mom and Pop
retail outlets in the country.
ICI had estimated Indian retail sales figure at US$262bn for
2010, although market estimates ranged from US$200bn to
as high as US$386bn for that year.
Various agencies have made efforts to project the growth
rate of the total retail market till 2013 and the figures hover
around 13-15.5 percent


INTRODUCTION TO THE COMPANY
RELIANCE RETAIL PVT. LTD
RRL launched its first store in November 2006 through its
convenience store format Reliance Fresh.

RRL launched its first Reliance Digital store in April 2007
and its Indias largest hypermarket Reliance Digital.

RRL has also launched its first few specialty stores for
apparel (Reliance Trends), footwear (Reliance Footprints),
jewellery (Reliance Jewels), books, music and other lifestyle
products (Reliance Timeout), auto accessories and service
format ( Reliance AutoZone) and also an initiative in the
health and wellness business through Reliance Wellness.


VISHAL MEGA MART
Vishal Mega Mart is the retail house in India. As of April
30, 2007 it operates 50 retail stores, including two stores
which are operated by their franchisees.

The 50 stores are spread over about 12,82,000 sq.ft and are
located in 18 states across India.

Big Bazaar
Big Bazaar is almost an air-conditioned version of Indian
bazaar.

Big Bazaar offers good prices really very good prices that
tempt customers to buy.

Apart from price chopping, there are deals ( 2 for the price 1
or prices reduced on a combination etc.)

The focus is on continuing to provide value for money to
customers by providing exciting offers throughout the year.
Hyper city Retail (India) Ltd.
Hyper city Retail (India) Ltd (Hyper CITY) was
incorporated in May 2004, as an associate company of
Shoppers Stop which has a stake of 19% in Hyper CITY.

The company offers a wide range of product segments like
food, home ware, home entertainment, appliances, furniture,
sports, toys and fashion.
D Mart

R K Damani is one of the biggest stock market investor in
the country. He will open the stores whenever he finds the
right opportunity. He will mostly focus on key cities.

The nine-year-old chain would add at least 25 stores in the
next one year to its existing 33 stores in Maharashtra &
Gujarat. The retailer recently opened a 25,000 sq ft store in
Hyderabad.
RESEARCH METHODOLOGY
RESEARCH DESIGN
The study is aimed at describing the existing phenomenon
of Consumer Buying Behavior.

PRIMARY DATA
Questionnaire Survey: A questionnaire survey was
conducted for the purpose of the study. The questionnaire
was designed to find out the Consumers Buying Behavior at
Organized FMCG Retail Outlets.

SECONDARY DATA
Secondary data is the data, which already exists. Secondary
data was collected mainly through the internet, company
websites and some are taken from books and articles.






SAMPLING DESIGN
Random Sampling Method was used.

Sample Size: 150 Customers.

STATISTICAL TOOLS USED

Specially Structured Questionnaire

Customers perceptions towards different aspects of Mega
Marts were compared by using ranking based model and
multiple choice based questions were also used

INTERPRETATION OF RESULTS
Most of the people prefer to purchase their daily needs products
from Mom & Pop stores and street vendors because of
convenience in location.

50% of people come to know about the organized outlets through
print media, public relations and good viral marketing so outlets
should try to be focused on these communication channels.

Consumers prefer to purchase from nearest organized retail
outlets according to

Location
Pricing & discounts
Quality
Variety
Customer service

It has been observed that in delhi city that there is no fix time of
purchasing daily need products but, whenever the need arises they
immediately purchase it.

While conducting the survey the sample size responded
accordingly

Prefer to buy:-
Fruits & Vegetables n daily basis as they are perishable
Grocery and staple items on monthly basis
Beverages & Snacks are preferred to buy on weekly basis.
Ready to eat foods like Maggie, Biscuits, Namkeens & Khakharas
also form a part of consumers weekly purchase.

Consumers dont prefer to eat frozen foods and readymade foods
like frozen vegetables and meat much.

The response for Big Bazaar, D Mart, HyperCity, Reliance Super
etc from the survey is quite good, about 80% of the sample size
have visited at least one of the above stores.

Most of the people like to visit nearest organized retail stores in
their locality, to save time & money.

The survey reveals customers are satisfied with the service
provided at organized retail outlets as compared to the
unorganized one, but still feel that customer service associates
need to be trained for better results


CONCLUSION
From above survey we conclude that

The main factors that affect the retail business in location

Indians Consumers are price sensitive they seek value for money so price also matter
for Indian customers.

The purchasing pattern of the people in one location is totally different from other
location in delhi city.

Customers service is not so much important in grocery retail, Quality & Price matter
a lot

The reason for which people prefer to buy from organized retail store is variety of
product available under one roof and customer has not to move from one shop to
another shop for his/her daily needs.

Most of the people in delhi use to purchase their daily needs whenever they require.