Introduction

Chapter 1

INTRODUCTION

CONSUMERS BEHAVIOR TOWARDS RETAIL OUTLETS

India has often been called a nation of shopkeepers. Presumably the reason forThis is; that, a large number of retail enterprises exist in India. In 2004, there were 12 million such units of which 98% are small family businesses, utilizing only Household labor. Even among retail enterprises, which employ hired workers.

Majority of them use less than three workers. Retailing is the combination of activities involved in selling or renting consumer goods and services directly to ultimate consumers for their personal or household use. In addition to selling, retailing includes such diverse activities as, buying, advertising, data processing and maintaining inventory. While sales people regularly call on institutional customers, to initiate and conclude transactions, most end users or final customers, patronize stores. This makes store location, product assortment, timings, store fixtures, sales personnel, delivery and other factors, very critical in drawing customers to the store. Final customers make many unplanned. In contrast those who buy for resale or use in manufacturing are more systematic in their purchasing. Therefore, retailers need to place impulse items in high traffic locations, organize, store layout , trains sales people in suggestion , and place related items next to each other, to stimulate purchase.

WHAT DOES THE RETAILING INDUSTRY INCLUDE? Department Stores

Discount Stores

Clothing Stores

Specialty retailers

Convenience Stores

Grocery Stores

Drug Stores

Home furnishing retailers

Auto Retailers

Direct Sales Catalog and mail order companies

Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store; shopping mall etc .The retailer buys goods or products in large quantities from manufacturers either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. In the retail outlet various type of good and service are provide to the customer but all the goods and services are generally homogenous in nature through all the other retail outlets. Product and services of every company are available in every retail outlet. It is also find that many customer only used to shopping in own decided outlet rather from every outlets even there is homogenous among the product and service offer by the

Every retail outlet .So This put the question in the mind of the every retailer that is there is any gap between what customer expected from retailers and what retailer provides to customer during shopping. No two customers have the identical likes and preferences. Delivery value and narrowing down the zone of tolerance is a tightrope walk for marketer in organized retail sector. Especially in market like India the challenges is formidable because organizations need to cater to a wide and diverse group of customers .Thus building equity and generating volumes in such complex market tapers down to the function of managing customer expectation. Customers take their time to first sketch their needs and then arrive at a specific decision. At the end of the day the question is what does the customer expect? How to fulfill the glaring gap between need and expectations? The answers to this question are by delivering the value

But in many case retailers are not aware of what their customer expect. Hence they are unable to deliver the right value to the right customer and satisfy them .Especially in this competitive scenario where the customer are well informed, commanding and demanding at the same time it has become imperative for the organization to be updated on the WHAT, WHY and HOW of each and every customer. This calls for empathizing with the customer by indulging into their priorities and decision making. Even in the case of a product as simple as beauty soap, customer have versatile expectations like, good packaging fragrance, herbal or medical benefit, glowing skin etc. and all this at an affordable price. A daunting task but companies have no option but to offer the expected value, that too by keeping the operating costs low.

Following general expectations of a typical customer

Value of Money

Availability and location

Service expectations

Quality in Product

Need based solution

So in other to deliver the value, Retail outlets in addition to providing products and services, need to cater for a wide range of motives. The various determinants of retail outlet preference include cleanliness, well-stocked shelves, and range of products, helpful staff, disabled access, wide aisles, car parking, multiple billing points and environmentally friendly goods. These differing motives arise as retailers cater to different types of shoppers who include economic consumers (concern with value), personalized consumers (concern with relationships), recreational shoppers (shopping as a leisure activity) and apathetic consumers (who dislike shopping). Retailers have to satisfy budding customers, older consumers as well as time crunched individuals whose motives all tend to be conflicting as well as different. Retailers need to establish a good image to prevent customers from shopping around. They must cater to shoppers need for pleasure and practicality.

ORIGIN OF RETAIL SECTOR:Early Trade:When man started to cultivate and harvest the land, he would occasionally find himself with surplus of goods. Once the needs of his family and local community were met, he would attempt to trade his goods for different goods produced elsewhere. Thus markets were formed. These early efforts to swap goods developed into more formal gatherings. When a producer who had a surplus could not find another producer with suitable products to swap, he may have allowed others to owe him goods. Thus early credit terms would have been developed. This would have led to symbolic representations of such debts in the form of valuable items (such as gemstones or beads), and eventually money.HOW RETAIL DEVELOPED:*Peddlers and Producers:The Retail Trade is rooted in two groups, the peddlers and producers. Peddlers tended to be opportunistic in their choice of stock and customer. They would purchase any goods that they thought they could sell for a profit. Producers were interested in selling goods that they had produced.

*General Store:This division continues to this day with some shops specializing in specific areas, reflecting theirorigins as outlets for producers (such as Pacific Concord of Hong Kong), and others providing a broad mix, known as General Store (such as Casey's in the Midwest of the U.S.A.).Although specialist shops are still with us, over time, the general store has increasingly taken on specialist products. Customers have found this to be more convenient than having to visit many shops- thus the term "Convenience Store" has also been applied to these shops. As the popularity of general stores has grown, so has their size. This combined with the advent of Self-Service has lead to the Supermarket, or Superstore.

*

Early Markets:Over time, producers would have seen value in deliberately over-producing in order to profit from selling these goods. Merchants would also have begun to appear. They would travel from village to village, purchasing these goods and selling them for a profit. Over time, both producers and merchants would regularly take their goods to one selling place in the centre of the community. Thus, regular markets appeared. The First Shop: Eventually, markets would become permanent fixtures i.e. shops. These shops along with the logistics required to get the goods to them were, the start of the Retail Trade.

*The Birth of Distance Retailing:Defined as sales of goods between two distant parties where the deliverer has no direct interest in the transaction, the earliest instances of distance retailing probably coincided with the first regular delivery or postal services. Such services would have started in earnest once man had learned how to ride camel, horse etc. When individuals or groups left their community and settled elsewhere, some missed foodstuffs another goods that were only available in their birthplace. They arranged for some of these goods to beset to them. Others in their newly adopted community enjoyed these goods and demand grew. Similarly, new settlers discovered goods in their new surroundings that they dispatched back to theirbirthplace, and once again, demand grew. This soon turned into a regular trade. Although such trading routes expanded mainly through the growth of traveling salesmen and then wholesalers, there were still instances where individuals purchased goods at long distance for their own use. A second reason that distance selling increased was through war. As armies marched through territories, they laid down communication lines stretching from their home base to the front. As well as garnering goods from whichever locality they found themselves in, they would have also taken advantage of the lines ofcommunication to order goods from home.*Origins of RetailIt is likely that, as markets became more permanent fixtures they evolved into shops. Although advantageous in many respects, this removed the mobility that a peddler or traveling merchant may still have enjoyed. For some shopkeepers, it made sense to obtain extra stock and open up anothershop, most probably operated by another family member. This would recover business from peddlers and create new business and the greater volume would allow the shopkeeper to strike a better deal with suppliers. Thus the retail chain would have started. Its thought that this process would have started in china over 2200 years ago with a chain of shops owned by a trader called Lo Kass.*The First Self-Service Store:This all changed in 1915 when Albert Gerard opened the Groceteria in Los Angeles, the first documented self-service store. This was soon followed a year later by the Piggly Wiggly self-service store, founded by Clarence Saunders in Tennessee in the U.S.

*Growth:This new type of shopping was more efficient and many customers preferred it. Although personal service stores remain to this day, this new concept started a rapid growth of self-service stores in the United States. Other countries were slow to take up the idea, but there has been a steady rise in the global amount of self-service stores ever since.*This is a collapser for 728x90

EfficiencyThese entrepreneurs noticed that their staff had to spend a great deal of time taking grocery orders from customers. The groceries were stacked on shelves allowing customers to walk around and browse, collecting their shopping in a basket that was supplied. The shopkeeper would only need to tot up the final bill at the end of the process and transfer the goods from the basket to the customer and receive payment.

RETAIL MARKET IN INDIA

Growth of Retail Companies in India exhibits the boom in theretail industry in Indiaover the years. The increase in the purchasing power of the Indian middle classes and the influx of the foreign investments has been encouraging in the Growth of Retail Companies in India.

Growth of Retail market in India: Overview

Growth of Retail Companies in India is still not yet in a matured stage with great potentials within this sector still to be explored. Apart from the retail company like Nilgiri's of Bangalore, most of the retail companies are sections of other industries that have stepped in the retail sector for a better business. The Growth of Retail Companies in India is most pronounced in the metro cities of India, however the smaller towns are also not lagging behind in this. The retail companies are not only targeting the four metros in India but also is considering the second graded upcoming cities like Ahmedabad, Baroda, Chandigarh, Coimbatore, Cochin, Ludhiana, Pune, Trivandrum, Simla, Gurgaon, and others. The South Indian zone have adopted the process ofshopping in the supermarketsfor their daily requirements and this has also been influencing other cities as well where manyhypermarketsare coming up day to day.Reasons for the fast Growth of Retail Companies in India:

The retail companies are found to be rising in India at a remarkable speed with the years and this has brought a revolutionary change in the shopping attitude of the Indian customers. The Growth of Retail Companies in India is facilitated by certain factors like - Existing Indian middle classes with an increased purchasing power

Rise of upcoming business sectors like the IT and engineering firms

Change in the taste and attitude of the Indians

Effect of globalization

Heavy influx of FDI in the retail sectors in India

CHALLENGES FACING THE INDIAN ORGANIZED RETAIL SECTOR The challenges facing the Indian organized retail sector are various and these are stopping the Indian retail industry from reaching its full potential. Changing Consumer Purchasing PatternsThe behavior pattern of the Indian consumer has undergone a major change. This has happened for the Indian consumer is earning more now, western influences, women working force is increasing, desire for luxury items and better quality. He now wants to eat, shop, and get entertained under the same roof. All these have lead the Indian organized retail sector to give more in order to satisfy Indian customers so that customer stay loyal with the company. Lack of Retail SpaceWith real estate prices escalating due to increase in demand from the Indian organized retail sector, it is posing a challenge to its growth. With Indian retailers having to shell out more for retail space it is effecting there overall profitability in retail. Shortage of Trained Man PowerThe Indian retailers have difficultly in finding trained person and also have to pay more in order to retain them. This again brings down the Indian retailers profit. Poor Supply ChainIt is the supply chain that ensures to the customer in all the various offerings that a company decides for its customers, be it cost, service, or the quickness in responding to ever changing tastes of the customer. The infrastructure in India in terms of road, rail, and air links are not sufficient. This make a poor supply chain and companies have to depend upon warehousing.IMPACTS OF BIG RETAILERS LIKE RELIANCE FRESH & BIG BAZAR

a) Small scale industries and existing brands will not be able to compete with these behemoth international players with enormous amount of capital:

Most of the economies have developed their industry, agriculture and services in order to increase their pace of development. In case of India, manufacturing has seen hardly any growth since our economy has opened up. This has lead to unemployment at one end, and at the other end it has lead to huge setback to the existing industries. Many of the national brands have been lost, decreasing the number of employment in manufacturing sector. When the retail chain takes over, it will have access to all the products of the world, and will sell the best at the cheapest, leading to further closure of existing industries which in turn will lead to loss of economy and massive unemployment. Small scale industries will suffer the most in this present context, where at one end, MNCs are allowed to have 100% FDI in small scale industries in SEZ and on the other hand cheap goods could be imported by the retail giants. Our SSI is not properly organized, and suffers the economies of scale, thus will never be able to compete with the retail giants on the price aspect, which seems to be a matter of serious concern for the existence of SSI in India. In a situation where the existing SSI is already going through a very tough time, this would serve as a fatal blow.b) Impact on farmers Monopsonistic influence on farmers

After independence there was a general feeling that agricultural markets do not function in a proficient manner. Apart from inefficiencies in distribution, including wastage of agricultural produce, the farmers suffer due to exploitation by traders on different accounts. To overcome such problems different state governments enacted their respective APMC Acts. These Acts made stringent provisions to save the farmers from exploitation, promoted efficiency, etc. Structure of Agricultural Produce Marketing Committee (APMC), the apex decision making body in respective mandis was made such that farmers were in overwhelming majority and chairman of the Committee would also be a farmer. It also ensures the transparency of trade and accountability of the trader and mandis towards the society. Every day the rates of the products are fixed in the mandi depending upon demand and supply and no trader can buy more than a certain limit( to avoid hoarding). There is no question of monopoly here as there are a number of buyers and sellers; this in turn keeps the prices of the commodities fair. Moreover there is a government check on all the trading that happens through mandi, so that no unfair practices can take place.

The Model APMC Act leads to de-democratisation of agricultural markets and therefore limits the rights of the farmers to control agricultural markets. The experience world over and even in the states where private yards have been allowed to be established by the companies, heavy profits have been made by these companies without giving any benefit to the farmers. For instance the average price of Soya paid by ITC to the farmers in Madhya Pradesh was around Rs. 1150/- per quintal, it was sold by the company at an average price of Rs. 1555/- per quintal. Even the rules of contract farming, given by Model APMC Act and adopted by various state governments also favour multinational agribusiness firms. Small and marginal farmers, which constitute 90% of the farming community, have been left at the mercy of these firms. Not only this, even the definition of an agriculturist have been changed to suit the best interests of these corporations. In earlier Acts agriculturist was defined as one whose livelihood depends directly on farming. Now a change in the definition of agriculturist is contemplated as - A person who is a resident of the notified area of the market and who is engaged in production of agricultural produce himself or by hired labour or otherwise.

In the case of these huge retail chains, there is lesser possibility of transparency of prices paid and the amount stocked. They are permitted to stock huge amounts of food supplies, as per their business model, without having mechanisms for transparence. In such conditions it is not very difficult for them to hoard and act unfair. For example let us see two commodities wheat and apple. Private corporations had bought huge quantities of wheat from the farmers directly last year and we had to import wheat from other countries and all of us know about the hike in the price of wheat this year. Similar is the case of apple, in last season, these companies had bought around 30% of the apple production straight from the local mandis of Himachal and Kashmir, and we can see the prices of apple this year are very much higher compared to earlier years, even though there was good production of apples last season.

c) Impact on Consumer

In due course of time if these retail outlet completely overtakes the traditional system, we would see a series of change. First if the traditional system is gone, we will have only one mega retail outlet in the vicinity, and the choices given by the outlet, has to become choices of the consumer. In such a case there is an expectation of formation of cartel amongst the chain and the prices of the commodities will shoot up. But at that time we will have no other option but to procure our goods from one of these outlets, at whatever prices they demand from us. We have seen this in the case of UK, where the average spending on food and beverages as a percentage of the total income of an average household has shot up since these giant corporations have come into retailing. Moreover the choices the consumers are left also decrease with the coming up of these stores; every thing is standardized the personal choices of the consumers are not taken care of. This is a system where the consumer adjusts himself to the product and not the vice versa.

THE OBJECTIVES OF RETAILINGOrganized retailing in India was estimated at Rs.18,000 crores in 2002-2003 and has grown at about 40% over the last 3 years (Source KSA Retail Outlook). Retailing has a tremendous impact on the economy. It involves high annual sales And employment. As a major source of employment retailing offers a wide range of career opportunities including; store management, merchandising and owning

A retail business. Consumers benefits from retailing in that, retailers perform marketing functions that makes it possible for customers to have access to a broad variety of products and services. Retailing also helps to create place, time and possession utilities. A retailer's service also helps to enhance a product's image. In general, retailers perform four distinct functions as, shown in Figure 1.1 below: Retailers participate in the sorting process by collecting an assortment of goods and services from a wide variety of suppliers and offering them for sale. The width and depth of assortment depend upon the individual retailer's strategy.

They provide information to consumers through advertising, displays and signs and sales personnel. Marketing research support is given to other channels, members. They store merchandise, mark prices on it, place items on the selling floor and otherwise handle products; usually they pay suppliers for items before selling, them to final customers. They complete transactions by using appropriate locations, and timings, credit policies, and other services e.g. delivery. Retailing in a way, is the final stage in marketing channels for consumer products. Retailers provide the vital link between producers and ultimate consumers.

TYPES

1. Form of Ownership

A sole proprietor, partners or a corporation can own a retail business like any other type of business. A majority of retail business in India are sole proprietorships and partnerships.

2. Independent Retailer

Generally operates one outlet and offers personalized service, a convenient location and close customer contact. Roughly 98% of all the retail businesses in India, are managed and run by independents, including barber shops, drycleaners, furniture stores, bookshops, LPG Gas Agencies and neighbourhood stores. This is due to the fact that into retailing is easy and it requires low investment and little technical knowledge. This obviously results in a high degree of competition. Most independent retailers fail because of the ease of entry, poor management skills and inadequate resources.

3. Retail Chain

It involves common ownership of multiple units. In such units, the purchasing and decision making are centralized. Chains often rely on, specialization, standardization and elaborate control- systems. Consequently chains are able to serve a large dispersed target market and maintain a well known company name. Chain stores have been successful, mainly because they have the opportunity to take advantage of "economies of scale" in buying and selling goods. They can maintain their prices, thus increasing their margins, or they can cut prices and attract greater sales volume. Unlike smaller, independent retailers with lesser financial means, they can also take advantage of such tools as computers and information technology. Examples of retail chains in India are Shoppers stop; West side and IOC, convenience stores at select petrol filling stations.

4. Retail Franchising

Is a contractual arrangement between a "franchiser" (which may be a manufacturer, wholesaler, or a service sponsor) and a "franchisee" or franchisees, which allows the latter to conduct a certain form of business under an established name and according to a specific set of rules. The franchise agreement gives the franchiser much discretion in controlling the operations of small retailers. In exchange for fees, royalties and a share of the profits, the franchiser offers assistance and very often supplies as well. Classic examples of franchising are; McDonalds, Pizza Hut and Nirulas.

5. Cooperatives

A retail cooperative is a group of independent retailers, that have combined their financial resources and their expertise in order to effectively control their wholesaling needs. They share purchases, storage, shopping facilities, advertising planning and other functions. The individual retailers retain their independence, but agree on broad common policies. Amul is a typical example of a cooperative in India.Store Strategy MixRetailers can be classified by retail store strategy mix, which is an integrated combination of hours, location, assortment, service, advertising, and prices etc. The various categories are:

(A)Convenience Store:

Is generally a well situated, food oriented store with long operating house and a limited number of items. Consumers use a convenience store; for fill in items such as bread, milk, eggs, chocolates and candy etc.

(B)Super markets:

Is a diversified store which sells a broad range of food and non food items. A supermarket typically carries small house hold appliances, some apparel items, bakery, film developing, jams, pickles, books, audio/video CD's etc. The Govt. run Super bazaar, and Kendriya Bhandar in Delhi are good examples of a super market. Similarly in Mumbai, we have Apna Bazar and Sahakari Bhandar.

(C)Department Stores: A department store usually sells a general line of apparel for the family, household linens, home furnishings and appliances. Large format apparel department stores include Pantaloon, Ebony and Pyramid. Others in this category are: Shoppers Stop and Westside.

(D)Speciality Store:

Concentrates on the sale of a single line of products or services, such as Audio equipment, Jewellery, Beauty and Health Care, etc. Consumers are not confronted with racks of unrelated merchandise. Successful speciality stores in India include, Music World for audio needs, Tanishq for jewellery and McDonalds, Pizza Hut and Nirula's for food services.

(E)Hyper Markets:

Is a special kind of combination store which integrates an economy super market with a discount department store. A hyper market generally has an ambience which attracts the family as whole. Pantaloon Retail India Ltd. (PRIL) through its hypermarket "Big Bazar", offers products at prices which are 25% - 30% lower than the market price.

Non Store Retailing

In non store retailing, customers do not go to a store to buy. This type of retailing is growing very fast. Among the reasons are; the ability to buy merchandise not available in local stores, the increasing number of women workers, and the presence of unskilled retail sales persons who can not provide information to help shoppers make buying decisions The major types of non store retailing are:

(A)In Home Retailing:

Where, a sales transaction takes place in a home setting - including door-door selling. It gives the sales person an opportunity to demonstrate products in a very personal manner. He/She has the prospect's attention and there are fewer distractions as compared to a store setting. Examples of in home retailing include, Eureka Forbes vaccum cleaners and water filters.

(B)Telesales/Telephone Retailing:

This involves contact between the prospectand the retailer over the phone, for the purpose of making a sale or purchase. Alarge number of mobile phone service providers use this method. Other examples are private insurance companies, and credit companies etc.

(C)Catalog Retailing:

This is a type of non store retailing in which the retailers offers the merchandise in a catalogue, which includes ordering instructions and customer orders by mail. The basic attraction for shoppers is convenience. The advantages to the retailers include lover operating costs, lower rents, smaller sales staff and absence of shop lifting. This trend is catching up fast in India. Burlington's catalogue shopping was quite popular in recent times. Some multi level marketing companies like Oriflamme also resort to catalogue retailing.(D)Direct Response Retailing:

Here the marketers advertise these products/ services in magazines, newspapers, radio and/or television offering an address or telephone number so that consumers can write or call to place an order. It is also sometimes referred to as "Direct response advertising." The availability of credit cards and toll free numbers stimulate direct response by telephone. The goal is to induce the customer to make an immediate and direct response to the advertisement to "order now." Telebrands is a classic example of direct response retailing. Times shopping India is another example.

(E)Automatic Vending:

Although in a very nascent stage in India, is the ultimate in non personal, non store retailing. Products are sold directly to customers/buyers from machines. These machines dispense products which enable customers to buy after closing hours. ATM's dispensing cash at odd hours

(F)Electronic Retailing/E-Tailing:

Is a retail format in which retailers communicate with customers and offer products and services for sale, over the internet. The rapid diffusion of internet access and usage, and the perceived low cost of entry has stimulated the creation of thousands of entrepreneurial electronic retailing ventures during the last 10 years or so. Amazon.com, E-bay and Bazee.com HDFCSec.com are some of the many e-tailers operating today. THE WHEEL OF RETAILING Is a hypothesis that attempts to explain the emergence of new retailing institutions and their eventual decline and replacement by newer retailing institutions. Like products retailing institutions also have a life cycle. According to this theory new retailers enter the market as, low margin, low price,low status institutions. The cycle begins with retailers attracting customers by offering low price and low service. Over a period of time these retailers want to expand their markets and begin to stock more merchandise, provide more services, and open more convenient locations. This trading up process. Increases the retailers costs and prices, creating opportunities for new low price retailers to enter the market. The evolution of the department store illustrates the "wheel of retailing" theory. In its entry phase, the department store was a low cost-low service venture. With time it moved up into the trading-up phase. It upgraded its facilities, stock selection, advertising and service. The same department store then moves into the vulnerability phase, because it becomes vulnerable to low cost/low service formats, such as full line discount stores and category specialists. Figure 1.5 illustrates this theory. While the wheel hypothesis has a great deal of intuitive appeal and has been borne out in general by many studies of retail development, it only reflects a pattern. It is not a sure indicator of every change, nor was it ever intended to describe the development of every individual retailer.

Industry Profiles:-

Reliance Fresh Introduction

Reliance Fresh is the convenience store format which forms part of the retail business of of Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a catchment area of 1-2 km.

Post launch, in a dramatic shift in its positioning and mainly due to the circumstances prevaling in UP, West Bengal and Orissa, it was mentioned recently in news Dailies that, Reliance Retail is moving out of stocking fruits and vegetables. Reliance Retail has decided to minimise its exposure in the fruit and vegetable business and position Reliance Fresh as a pure play super market focusing on categories like food, FMCG, home, consumer durables, IT and wellness , with food accounting for the bulk of the business.The company may not stock fruit and vegetables in some states, Orissa being one of them. Though Reliance Fresh is not exiting the fruit and vegetable business altogether, it has decided not to compete with local vendors partly due to political reasons, and partly due to its inability to create a robust supply chain. This is quite different from what the firm had originally planned.When the first Reliance Fresh store opened in Hyderabad last October, not only did the company said the stores main focus would be fresh produce like fruits and vegetables at a much lower price, but also spoke at length about its farm-to-fork theory. The idea the company spoke about was to source from farmers and sell directly to the consumer removing middlemen out of the way.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.In addition, Reliance Retail has entered into an alliance with Apple for setting up a chain of Apple Specialty Stores branded as iStore, starting with Bangalore.Reliance fresh in Delhi Region

With over 40 Reliance Fresh stores already launched in Chennai, Hyderabad and Jaipur, Reliance Retail began its assault of the National Capital Region market with the recent opening of nine new stores in Ghaziabad, Noida, Faridabad and Gurgaon.The company is targeting to open 100 more Reliance Fresh stores in New Delhi alone within four months, and a 1,000 new stores in 35 cities nationwide by the end of the year with a built-up area of over 4 million sq.ft. An investment of Rs.8,000 crore is envisaged for the NCR region alone. The company also has plans to invest around Rs 25,000 crore over the next five years for its retail business. Reliance Retail is said to have plans to open up 400 to 600 stores in the Delhi NCR region. Indian conglomerate Reliance Industries is to open its first Reliance Fresh outlet in Delhi.Reliance Industries first Reliance Fresh store in Delhi marks the start of an aggressive 100 store rollout planned for the capital city over the next few months. The move represents a significant step in the company's endeavor to capitalize on India's growing middle class economy.

Reliance's move into Delhi is part of a second expansion push following the firm's successful entry into retail, which was initiated through its opening of 11 Reliance Fresh outlets in Hyderabad in November last year. So far, the growing number of 2,300 square foot stores, offering around 200 SKUs of vegetables and staple foods, have been well received. As well as the obvious benefits of freshness and cheap prices, customers are impressed by unprecedented standards in store fit out, strong merchandising and the availability of an albeit limited range of chilled and frozen products.

Pleased with its development so far, Delhi is an obvious next step for Reliance Fresh. The city has a conurbation of 15 million people and is a key region enjoying economic growth and a resultant burgeoning middle class. These shoppers are increasingly aspirational and keen to spend.This current pipeline of stores planned for Delhi is likely to range in size from 2000-5000 square feet. And looking ahead, Reliance has greater ambitions still. It plans to open stores across the country of up to 10,000 square feet under the Reliance Fresh Plus fascia by the end of the year, with the possibility of hypermarkets in excess of 100,000 square feet.That India's consumer economy offers tremendous potential does not really come into question, but one should not lose perspective. Of India's 1.1 billion population, the middle class is estimated to stand at around 150 million people. The rest are poor - many living in conditions of extreme poverty. Also, serious issues surrounding India's weak transport infrastructure, poor standards of public health and a need to alleviate an imminent shortage of skilled workers should not be underestimated. There are undoubtedly significant challenges ahead for Reliance. However, by leveraging its brand strength and emerging logistical infrastructure, it is well placed to capitalize on the new opportunities presenting themselves and to defend itself from the pending onslaught of competition from both home and abroad.Product profiles:-

Fruits and vegetables

Staples

Groceries

Fresh juice bars

And dairy products.Reliance Fresh stocks fresh fruits and vegetables, staples, fast moving consumer goods and dairy products. The stores are already selling over 1,000 tonnes of fresh produce daily and also 250 categories of commodities. The company is approaching farmers directly for the procurement of produce, seeking to reduce the 40% wastage that occurs through the traditional supply chain.

Big Bazaar at Delhi

Delhi is a place where I guess you could trade anything and anything. But trading in made-to-adopt babies, now that is some novel business idea. With ready demand already, supply chain is establised. The rest is easily arranged with some extra assistance from various associates. And If the price is right, Delhi will do anything.It is so endemic in the culture of Delhi, that to tackle corruption and criminality, the national offices need to shifted elsewhere. The long nexus between the powerful and the feeders have to broken. Otherwise, by the time one scam/illegal trade is unearthed, twenty others will proliferate.

Big Bazaar is a chain of hyper markets in India, currently with more than 100 stores. It is owned by the Pantaloon Retail India Ltd, Future Group. It follows the business model as Wal-Mart and has considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group. Currently Big Bazaar stores are located only in India.

Big Bazaar will provide shoppers with a completely new shopping experience and make available a range of products for every household need at never before prices Shoppers for the first time will have the widest range of products in every segment.

Many Big Bazaar stores have a grocery department and vegetable section called the Food Bazaar.

Living up to its motto of Is se sasta aur accha kahin nahin", all products in Big Bazzar will be available at prices lower than the MRP, often up to 60% discount. In addition to this, various offers, discounts and promotions will be regularly held at the store. The consumer will experience a new level of standard in price, convenience and comfort, quality, quantity, and store service levels. BIG BAZAAR in its true hypermarket model will offer all of the above for both leading brands as also for its private labels.

Product profiles

The widest range of products in every segment womens apparel, mens apparel, accessories like belts and bags, cosmetics, gold jewellery, kids wear, stationary and toys, footwear, plastics and home dcor products, utensils & home appliances, gift articles, food and grocery items. Food Bazaar will offer services like Live Kitchen where customers can get vegetables cut and select gravies of their choice, Golden Harvest providing best quality grain, pulses & spices, Ready to cook and Hungry Kya the ready to eat food sections. In addition, regular Food Bazaar offerings of Grains and Provisions, Farm Fresh Fruits & Vegetables, Drinks & Beverages, Dairy Products, Fabric Care products, Music Cassettes and CDs, Chill Station, Home Care Products, Accessories, Kitchen Linen, Kitchen Products, Personal Care Products, Bakery, Mithai & Namkeen etc., will be available at wholesale prices.

Big Apple

Big Apple, the Indian version of the popular US retail chain 7-Eleven, plans to open 100 convenience stores in the national capital and surrounding areas by August to cater to the urban consumers. With shopping becoming another casualty of long working hours, Express Retail Services Pvt Ltd is rapidly expanding its Big Apple chain of convenience stores with 25 stores already merchandising 2,500 productsDelhites are always known for their high living standards and love for branded clothes cars and now definitely branded groceries. The new retailing fever is redefining grocery and farm produce retail in Delhi. Big Apple- A unit of Express Retail Services Pvt. Ltd is Delhis first ever company owned Fruit, Vegetable and Grocery retail chain which has added one more bling to it by opening there 65th store in Delhi.

Being well received by its consumer Big Apple has attained exponational growth rate from each store. The 125 crore companys direct tie-up with farmers in Haryana, Rajasthan, Himachal Pradesh and Uttar Pradesh, provides consumers with uninterrupted and qualitative product supply every single time.Big apple in Delhi regionBig Apple in a matter of one year has spread all over Delhi, having 65 stores, placing itself in the prime locations of the city like East of Kailash, Hauz Khas, Lajpat Nagar, East Patel Nagar, Naraina Vihar, New Rajender Nagar, Model Town-1, Janak Puri, Vikas Puri, Rajouri Garden, Shyam Nagar, Mansarovar Garden, Bali Nagar, Shakti Nagar, Hudson Lane, Vishwas Nagar, Jhilmil, Krishna Nagar, Rani Bagh, Gandhi Nagar, Rohini, Main Vikas Marg, Pitampura, Sunder Vihar, Model Town-III, Narela, Darya Ganj and many other locations.

Mr Munish Hemrajani further added that The objective is not only making profits, also to bring the convenience and money saving shopping experience to Delhites within the walking distance of their homes. The stores are also designed to give hygienic and pollution free environment, which makes shopping experience a real pleasure.

The best part of these stores is their timing .i.e. 7 am to 11pm., which is quite beneficial for working couples who can plan out their daily shopping as per their own convenience. The growing number of stores is sign of growing retailer-customer relationship.

A typical Big Apple store is 1,500 to 1,800 sq feet and stores over 2,500 product merchandise, he said and claimed it was way ahead of competition from Reliance Retail's neighbourhood stores and Subhiksha. "We change product line every 90 days based on customer acceptance and demand." Product Profiles

Processed Foods

1. Break Fast Cereals

2. Biscuits and Wafers

3. Noodles, Pasta & Vermicelli

4. Jams, Sauces, Spreads & Pickles

5. Ready Foods

6. Baking and Dessert Mixes

7. Sweets and Savouries

8. Chocolate and Confectioneries

9. Bakery Beverages 1. Tea

2. Coffee

3. NTNC

4. Drinks and juices

Groceries

1. Flours and Suji

2. Staples

3. Pulses

4. Others

5. Spices Masala and Mixes

6. Sugar and Salt

7. DryFruits,Churans, Mukhwas

Oils and Ghees 1. Edible Oils

2. Vanspathi

3. Ghee

Dairy

1. Butter

2. Dahi and Chahch

3. Yogurt

4. Milk n Cream

5. Cheese n paneer

Frozen

1. Frozen veg.

2. Frozen Non Veg.

3. Ice Creams

Baby Food

1. Lacto Food

2. Baby Cereals

3. Baby Nutrition Others

Personal Care

1. Oral Care

2. Odour Control

3. SC Soaps

4. SC Creams

5. HC Oils

6. HC Shampoos

7. HC Colours

8. Shaving Needs

9. Baby Care

10. Sanitary Napkins

11. OTC

Fabric Care

1. Detergent Powders-Budget

2. Detergent Powders-Reg

3. Detergent Powders-Premium

4. Detergent Cakes

5. Fabric Care Solutions

Home Care 1. Paper Products

2. Air Freshners

3. Insecticdes

4. Shoe Care

5. Cleaning Aids

6. Cleaning Agents

7. Others

Vegetables

1. Regular Vegetables

2. Exotic Vegetables

3. Fruits

4. Regular Fruits

5. Exotic Fruits

Stationary

1. Pens Papers & Books

2. Office Stationary

Toys

1. Soft Toys

2. Plastic Toys

LM 365

Retail venture of Indias largest exporter & manufacturer of quality rice Shri Lal Mahal Headquatered in Delhi. The company is going to open 150 outlets by Oct2008 in Delhi with presence in other regions of India with similar no. of stores, having served daily needs of consumers under one roof.

Product range vary from house hold to home care, grocery to pulses and so on. The best part of these stores is operating time from 6:00 AM to 11:00 PM, 365 days in year. Customer services & satisfaction is its main aim, its motto is to provide customer with best product & best price with almost respect to their requirements.

The quality is so accepted in India, that 'SHRI LALMAHAL' quality is taken as a bench mark in determining the price movement of India's finest quality Basmati Rice. The price movements of SHRI LALMAHAL is monitored daily in 17 National News Papers and over 80 vernacular News Papers and on Reuters

It has been recognized by Government of India as 'STAR TRADING HOUSE' and has achieved the status of being the largest exporters of Rice from India.

Its wide network in India for sourcing of right Agri commodities combined with years of expertise keeps us many steps ahead of all other Agro traders in the country. Over the years we have developed an excellent AgroProduct basket for manufacturing, processing and trading and simultaneously developing sophisticated infrastructure facilities for Sourcing, Milling/Processing and Shipping. Apart from the strong sourcing networks, other major facilities includes large warehousing at Ports and a permanent Jetty and Berges at Navlakhi Port, Gujarat, India.

The stores, primarily owned by the company, would also sell low-cost good quality apparels.

A typical discount store operates with around 1,000 stock keeping units (SKUs), while Lalmahal stores, being convenience stores, will have between 1,500-8,000 SKUs.

Specialising in Basmati rice, Lalmahal Group is one of the largest rice exporters of the country with its business activities spread across several continents.

Ocassionally they have discounts and sales promotion offers like buy 1 get 1 free or 25% off on tomatoes, 10% on mangoes etc.

No provision of loyalty cards at 365 retail grocery store.

LM 365 in Delhi Region

Lal Mahal Group, widely known for its branded Basmati rice, is set to launch as many as 125 retail outlets in phases. For a start, the group will open 14 retail stores in Delhi and the NCR on February 14, to be inaugurated by a Minister from the Union Government. Named LM 365 Retail Stores, the outfits will market both food and non-food consumer products of mass consumption.

The average size of each store varies from 800 sq ft to 4,000 sq ft, a company representative told Business Line. A Star Trading House, Lal Mahal has international operations covering trade in a wide variety of agricultural commodities as also export of metals and minerals. In addition, the group is into power generation, real-estate and IT related services. The company expressed optimism that LM 365 Retail would break-even in the very first year of operation.

Lal Mahal Retail is launching a new cash-and-carry wholesale business. The first two outlets of 50,000 sqft each are to come up in Delhi in the next six months. Lal Mahal currently runs 75 convenience stores for food and grocery under the 365 nameplate.

Product profiles

Processed Food>

Spices

Baby Foods

Packed Food

Baking And Desserts Mixes

James, Sauces, Pickles

Sweets And Savouries

Noodles, Pasta And Vermicelli Chocolate & Confectionery

Biscuits And Bafers

Breakfast CerealsOil & Ghee>

Olive

Ghee

Edibale Oils

Vanaspati

Beverages>

Grocery>

Coffee & Tea

Spice Masala

Dairy

MDH Staples

Drinks & Beverages JuicesDals And Pulses, Spices, Masala And Mixes

Water And SodaSugar And Jaggery ,Dry Fruits, Churans And Mukhwas

CONSUMER SHOPPING BEHAVIOR AMONG MODERN RETAIL FORMATS :- The given article shows that individual determinant such as shopping intension, attitude towards retail outlet, and shopping habit plays important role on consumer shopping decision. Attitude towards retail outlet and shopping habit influence shopping intension. This implies, retailers should concentrate on strategies in building consumers positive attitude towards retail, so that consumers visit their retail in order to make purchases regularly. However it found that it is no different of this individual determinant among retail format. This imply, consumer visit all format in making convenience goods purchase.

STUDY OF RURAL CONSUMER BEHAVIOR TOWARDS RURAL RETAIL STORES

:-In India for a long time a large chunk of retail outlets were grocery shop. This pattern had been changing in recent years, in urban and rural markets. Of late, India's largely rural population has also caught the eye of retailers looking for new areas of growth. A slew of supermarket chains, including those of the Tata and ITC, are set to storm the rural areas of the country as corporate realize the huge potential of the untapped market ITC launched the country's first rural mall 'Chaupal Sagar', offering a diverse product range from FMCG to electronic appliances to automobiles, attempting to provide farmers a one-stop destination for all of their needs. Companies such as Godrej and DCM Shriram Consolidated are launching `one-stop shops' for farmers and their communities. Godrej Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural India by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility marts over 2006-07. Positioned as a one-stop shop, the Hariyali Kisaan Bazaar Chain will cater to a variety of farmers' needs by providing access to retail banking, LPG outlets and even a motorcycle showroom.

Marketers are trying to grab this untapped market but still the reach of those players is mere they should more focused and rural oriented. There are some points which they should undertaken

The retailer approach should be more professional like in urban

The retailers should try for up selling and cross selling rather to focus on the bulk selling

The promotion strategy should be local and easy to grab able for the target audience

The quarries and questions should be addressed by retailer

The awareness about product quality should be spread between customer so they can shift to these stores rather to traditional stores

Stores should enhance their portfolio so that more and more customers can find their needs.

CONSUMER SHOPPING BEHAVIOR IN MALLS WITH LARGE SCALE ENTERTAINMENT CENTERS.

:- The concept of 'entertainment' is hard to define in the context of a shopping center. It could be viewed in a very narrow sense as consisting of just fides, games, and shows, or in a broad sense as a combination of the entire shopping experience. The present study, however, focuses specifically on common area entertainment centers within malls, operationally defined as a concentrated, centralized, entertainment area of at least 30,000 square feet and containing a variety of entertainment opportunities, including various types of rides for children, carrousels, miniature golf courses, soft play structures, simulator rides, etc. Although malls have traditionally offered several different types of entertainment options, it is this category that has seen the most growth in recent years.

Most previous academic research studies have treated such entertainment centers as just one additional characteristic of a shopping center which could be included inretailgravitational models to predict consumer patronage of shopping centers or the market potential of a particular location. Such gravitation models have traditionally included factors such as distance and travel time, size of a shopping area, characteristics of the shopping center, consumer characteristics, and the cost of shopping to consumers (Craig, Ghosh, & McLafferty, 1984). In terms of shopping center patronage, Bellenger et al. (1977) found that some consumers placed the greatest value on convenience and economic attributes including convenience to home, accessibility, and the presence of services such as banks and restaurants. Others, however emphasized recreational attributes including atmosphere, fashionability, variety of stores and merchandise. More recent studies have supported these results on the importance of recreational attributes including atmospherics (Donovan & Rossiter, 1982); pleasurable shopping experiences (Dawson, Bloch, & Ridway, 1990); and the social aspects of mall shopping (Feinberg, Sheffler, Meoli, & Rummel, 1989; Jarboe & McDaniel, 1987).

However, as mentioned earlier, there has been very little academic research on mega-malls and the effects of entertainment centers in such malls on consumer behavior. Most of the research conducted on this relatively recent phenomenon has been done by either mall developers in specific malls (e.g., Stiller & Smith, 1992) or by private research agencies which provide a fee-based information service (e.g., U.L.I. Publications). These studies have primarily focused upon defining the trading area of the mall, the consumer characteristics, and the extent of patronage at various stores and entertainment centers. Testimonials to the effectiveness of the entertainment centers seem to be based not so much on this research as on the gut instinct of developers and the success of most of the mega-malls. For example, John Denlinger, the vice president of operations for Time-Out Amusements Inc., an operator of entertainment centers, says that such entertainment centers "are helping attract people from farther away, encouraging them to bring the whole family to the mall, and getting them to shop more once they are there". James Ginsberg, vice-president of Recreational Concepts Inc., also an operator of such entertainment centers has similar views, "if malls get people into their centers, they will stay longer. This is especially true in the case of people coming from longer distances, who to justify the time spent getting there, are more likely to spend more money because they are there" (Bivins 1989, p.23). None of these statements, however, are supported by any published research findings.

The present study seeks to provide this support by investigating the effects of the entertainment centers on the shopping behavior of consumers. In particular, the characteristics and shopping behavior of consumers who visit the entertainment centers is investigated and compared to the characteristics and shopping behavior of consumers who do not. Factors investigated include the distance traveled to reach the mall, demographic characteristics and group composition, the amount of time and money spent at the mall stores, the department stores, and the food court.

Chapter: 2RESEARCH OBJECTIVE AND METHODLOGY*Research objective of the studyThe present study can be accomplished by conducting a market research. Market research is the systematic design, collection, analysis and reporting of data and findings that are relevant to different marketing situations facing the company. *Research methodologyA) Defining the research objective:

The objective of the research is to know about the Customer Behavior on retail stores.1. To study the view of consumer.

2. To assess the effectiveness of selling programmers.

3. Are they satisfied with the price and quality of the product.

4. Increase in the sales.

5. To check the loyalty of consumers towards the brand.B) Developing the research plan:

The next step is to prepare a plan for getting the information needed for the research.

C) Collection and sources of data:

A survey of Customers located in Delhi area was done. We asked them to questions related to our project.D) Analyze the collected informationThis involves converting raw data into useful information. It involves tabulation of data and using Microsoft Excel software for developing graphs and charts to retrieve useful information from the data collected.

E) Report research findings:

This phase marked the culmination of the marketing research effort. The report with the research finding is a formal written document. The research findings and personal experience will be used to propose by conveying the view of the Customers. The methodology used for the study was very rigorous. Interviews with customers were held and various books and websites were checked for any type of information related to the study.

*Scope of the study:

The scope of the study is related to the retail outlet. Respondents are consumer of Big Bazaar, Reliance Fresh, Department Stores only for the purpose of study.

*RESEARCH PROCESS-:

*DATA COLLECTIONSOURCES OF DATA COLLECTION:

PRIMARY DATA The primary data are those, which are collected for the first time hence they are fresh and thus happens to be original in character. Primary data pertain to demographic and socioeconomic characteristics of the consumer, attitudes and opinion of the respondent, their awareness and knowledge and other similar aspects.

SOURCES OF PRIMARY DATA COLLECTION

Observation

Interviews

Opinions

The primary data for the present research work was obtained through the observation SECONDARY DATA - It includes those data, which were collected for some earlier research work and are applicable in the study the researcher has presently undertaken. The data collected from the websites and books was good enough to be included in the study analyzed and concluded.SOURCES OF SECONDARY DATA COLLECTION

Internet.

Company Website.

Other Websites

Books

Journals Newspaper

*SAMPLING DESIGN(a) POPULATION:

In sampling, this includes defining the population from which our sample is drawn. A population can be defined as including all people or items with the characteristic one wishes to understand. Because there is very rarely enough time or money to gather information from everyone or everything in a population, the goal becomes finding a representative sample (or subset) of that population.Sometimes that which defines a population is obvious. For example, a manufacturer needs to decide whether a batch of material from production is of high enough quality to be released to the customer, or should be sentenced for scrap or rework due to poor quality. In this case, the batch is the population.

(b) SAMPLE SIZE:Sample size determination is the act of choosing the number of observations or replicates to include in a statistical sample. The sample size is an important feature of any empirical study in which the goal is to make inferences about a population from a sample. In practice, the sample size used in a study is determined based on the expense of data collection, and the need to have sufficient statistical power. In complicated studies there may be several different sample sizes involved in the study: for example, in as survey sampling involving stratified sampling there would be different sample sizes for each population. In a census, data are collected on the entire population, hence the sample size is equal to the population size. In experimental design, where a study may be divided into different treatment groups, there may be different sample sizes for each group.

(c) SAMPLING UNIT:A unit in a statistical analysis refers to one member of a set of entities being studied. It is the material source for the mathematical abstraction of a "random variable". Common examples of a unit would be a single person, animal, plant, or manufactured item that belongs to a larger collection of such entities being studied.Units are often referred to as being either experimental units, sampling units or, more generally, units of observation:

(d) SAMPLING TECHNIQUE:

There are three types of sampling:

1. Probability sampling: it is the one in which each sample has the same probability of being chosen.

2. Purposive sampling: it is the one in which the person who is selecting the sample is who tries to make the sample representative, depending on his opinion or purpose, thus being the representation subjective.

3. No-rule sampling: we take a sample without any rule, being the sample representative if the population is homogeneous and we have no selection bias. We will always make probability sampling, because in case we choose the appropriate technique, it assures us that the sample is representative and we can estimate the errors for the sampling. There are different types of probability sampling:

Random sampling with and without replacement.

Stratified sampling.

Cluster sampling.

Systematic sampling.

Other types of sampling techniques.SAMPLING METHOD:

Random Sampling method is used for the collection of data.

The sample size of the study is of 50SAMPLING INSTRUMENTS: NO OF QUESTIONES:

DATA ANALYSIS:

Tables and Pie Diagrams are used for representing the data.

rESEARCH METHODOLOYMarketing research is the systematic objective and exhaustive search for and study of the forth relevant to any problem in the field of marketing a systematic approach is needed to solve the marketing problem. The approach is needed to solve the marketing problem. The approach is planed and should be analytical and objective which include the following steps.

Topic of Study:

Customer Behavior towards retail stores: The Study is a sample survey. It consists of small size to facilitate the study as also it is a pilot survey. It consists of small size of facilitate the study as also it is a pilot research here the main emphasis is on view towards retail stores product. Customer satisfaction is the one most important things in marketing.

Data Analysis & Interpretation:

All the collected data was analyzed and interpreted to get the conclusion. The objective of analysis is to an organized integrated and meaning feel whole.

Report formation :

It was the final stage of project formation. The collected data, which was analyzed, and interpretation was systematically arranged and henceforth printed in the form of a report is clear and understandable format.

CHAPTER 3

Data Analysis & InterpretationData is the very important aspect of a research report because the data is the only thing from which the analysis and findings could be made; this is the reason why the data is being collected for the purpose of the research study. The study can be made easier through the collection of data and while collecting it the data can be reformed and furnished like this so that meaningful information can be withdrawn from it.

The question are framed as according to the respondents, the information gathered from the questionnaire is being used in the forms of pictorial representation and in tabular form thus the data representation is done in the form of pie chart, and graphs.INTERPRETATION:-Mostly housewives prefer retail outlets for shopping because they found lots of variety of the product under one roof. The income of a person influences mostly the pattern of the shopping. People get information about the product, scheme through print media or through advertisement. Mostly people purchase the items in monthly shopping. People mostly prefer to purchase grocery product, cloths, and electronic items from these outlets. 83% of people are aware about the product. Price of product in Retail outlet is appropriate as compare to the local Market.a> Occupation of the target group :

b> Income group of the people.

c>How did people know about the products?

d> Frequency of visit to Retail outlet?

e> Purchase something every time?

f>Do you know about various product of Retail outlets?

g> which product you like to buy most from retail outlets?

h> why do you prefer retail outlets for shopping?

i> from which retail outlet you prefer to Purchase mostly?

j>Are price of product in Retail outlet are appropriate as compare to the local Market?

FINDINGS

Findings:- The following information can be withdrawn from the data collected which has been shown above in the form of table and pie charts.

(1) The study finds that service & cost benefit plays a very important role in the retail outlets.

(2) People specially housewives used to purchase household items in retail outlets like big bazaar and reliance fresh.

(3) Discounts and promotional schemes plays a very important role in attracting the crowed to the malls.

(4) Vishal Mega Mart losing its identity in the market because of poor range of products and due to the arrival of the various superior competitors.

(5) Every Big Bazaar outlets have motivated and trained sales force.

(6) All the store are in prime location.

(7) Customer are satisfied with the provided services. (8) International shopping experience can be achieved from these stores.

LIMITATIONLimitation

1. The certain no of people had been contacted for data collection so it cannot be treated for the whole population.

2. The respondents can be biased.

3. Time was the major constraint.

4. To gather the data from the various sources is difficult task.

5. Respondent may not take interest in the study.

Complaints: -

1. Low variety of product available and customization of products is not there.

2. Air conditioners are not properly working.3. Prices are not mentioned at all places and at all products.

4. Prices are not competitive as they are assumed to be higher when consumers are visiting other retail outlets.

5. Grocery items are not sufficient and they are not at all available at many stores.

6. Clothing items of women are priced unreasonably

7. Lack of space in the store while shopping and moving within a store.

CONCLUSION

While analyzing the various aspects of the retail outlet it could be concluded that the retail outlet is getting a greater amount of success which is unique in its kind. Still some of the formats and procedure are yet to be improved and rethink due to which the organization could improve the performance of its services in delhi city, its utmost impossible for a pure service based organization like banks to launch a service on a very greater aspect and Particularly talking about the retail outlet in delhi city is one of the major preference of youngsters and modern people they are having almost craze about a facility through which retail outlet could be managed and accessed through various services.

APPENDIXQuestionnaire

Customer Buying Behavior at Retail OutletsName : Address: ..

Age : Tel. No.:

Sex..

Q. 1 WHAT IS YOUR OCCUPATION?

a) Businessman (firm/ company)

b) Govt. employee

c )Self employed

d) housewife

e) Any other, if yes, please specify ________________________Q. 2 INCOME GROUP

a) Less than Rs. 10,000 P.m.

b) More than Rs. 10,000 & less than Rs. 15,000 P.M.

c) More than Rs. 15,000 & less than Rs. 20,000 P.M.

d) More than Rs. 20,000 P.M.

Q.3 How did you know about the products?

a) Print Media b) Exhibition of Fair

c) Dealers & Suppliers d) AdvertisementQ. 4 what is Your Frequency of visit to Retail outlet?

a) 2-3 time in a week b) Weekly

c) Monthly

d) After 2-3 Month

Q. 5 Do you Purchase something every time?

a) Yes

b) No

Q. 6 Do you know about various product of Retail outlets?

a) Yes

b) No

Q. 7 which product you like to buy most from retail outlets?

a) Cloths B) Grossly product

C) Electronic Product D) Sports & Toys

e) Footwear and Other

Q. 8 why do you prefer retail outlets for shopping?

a) Good Services

b) Cost efficient

c) Availability of every product under a roof

d) fresh stockQ. 9 from which retail outlet you prefer to Purchase mostly?

a) Reliance fresh b) Big bazaar

c) Big apple d) LM365

Q. 10 what do you think about the services given by the employee?

a) Better

b) Good

c) Average

d) Not Satisfactory

Q. 11 Do the Retail outlet give various offer time to time? If yes/ then Which type offer you prefer to purchase from those outlet? (Yes/No)

a) Off on Print Price

b) Buy one get one free

c) Lottery Coupon offers

d) Others

Q.12 At the time of purchase if any product is not available you would-

a) Wait for it

b) Go for another branch of Spencer

c) Purchase from other retail mall

d) Go at local Market

Q.13 Are price of product in Retail outlet are appropriate as compare to the local Market?

a) Yes

b) No

Q. 14 what do want to say about the Billing Process of Retail outlet?

a) Attractive

b) Good

c) Average d) Needs Improvement

Q. 15 your suggestion

Setting of Objective

Collection of data

Defining the sample size

Design the method of data

Setting the area under the study

Deduction and conclusion

Interpretation and analysis of collection data

_1071793749.xlsChart1

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To resize chart data range, drag lower right corner of range.

_1071793754.xlsChart1

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