mission final 2

7/31/2019 Mission Final 2

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1. INTRODUCTION OF TOPIC

To establish framework for Mercedes Benz collection retail sales operations

through malls includes consumer buying behavior, Kiosk management and vendor for

kiosk.

All of us are consumers. We consume things of daily use, we also consume and

buy these products according to our needs, preferences and buying power. These can be

consumable goods, durable goods, specialty goods or, industrial goods. What we buy,

how we buy, where and when we buy, in how much quantity we buy depends on our

perception, self concept, social and cultural background and our age and family cycle, our

attitudes, beliefs values, motivation, personality, social Class and many other factors that

are both internal and external to us. While buying, we also consider whether to buy or not

to buy and, from which source or seller to buy. In some societies there is a lot of

affluence and, these societies can afford to buy in greater quantities and at shorter

intervals. In poor societies, the consumer can barely meet his barest needs. The marketer

therefore tries to understand the needs of different consumers and having understood his

different behaviors which require an in-depth study of their internal and external

environment, they formulate their plans for marketing.

Fig.1.1 A Simplified framework for Studying Consumer Behavior


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Figure 1.1 gives in detail the shaping of consumer behavior, which leads a consumer

to react in certain ways and he makes a decision, keeping the situations in mind. The

process of decision-making varies with the value of the product, the involvement of the

buyer and the risk that is involved in deciding the product/service.

1.1 Consumer Decision Process

The decision-making process consists of a series of steps which the consumer

undergoes. First of all, the decision is made to solve a problem of any kind. This may be

the problem of creating a cool atmosphere in your home. For this, information search is

carried out, to find how the cool atmosphere can be provided, e.g. by an air-conditioner

or, by a water-cooler. This leads to the evaluation of alternatives and a cost benefit-

analysis is made to decide which product and brand image will be suitable, and can take

care of the problem suitably and adequately. Thereafter the purchase is made and the

product is used by the consumer. The constant use of the product leads to the satisfaction

or dissatisfaction of the consumer, which leads to repeat purchases, or to the rejection of

the product. The marketing strategy is successful if consumers can see a need which a

companys product can solve and, offers the best solution to the problem. For a

successful strategy, the marketer must lay emphasis on the product/brand image in the

consumers mind. Position the product according to the customers. likes and dislikes. The

brand which matches the desired image of a target market sells well. Sales are important

and sales are likely to occur if the initial consumer analysis was correct and matches the

consumer decision process. Satisfaction of the consumer, after the sales have been

effected, is important for repeat purchase. It is more profitable to retain existing

customers, rather than looking for new ones. The figure below gives an idea of the above

discussion.


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Fig.1.2 Decision Process

1.2 About Retail Kiosk

Any product that does not require a large amount of storage, can be sold without

any preparation and served with less staff, is an ideal to be traded through the limited and

open format of a kiosk.

E.g. Snacks, jewellery, holiday merchandise, novelties, or services such as financial

products.

In India, retail kiosks can be seen in shopping plazas and malls as small retail

outlets to sell products or to facilitate services.The mall allots a space either on rental orrevenue sharing basis to the retailer depending on merchandise.

Kiosk retailing has evolved as a special, advantageous and cost-effective category

in retailing and is strategically located in the malls at frequent stops. Kiosk retailing has

emerged as one of the effective platforms of low-cost, low-riskentrepreneurship.

The kiosk management has certain criteria to place the kiosk within the mall it

include location, size , type of kiosk, monthly rent and other running maintenance cost

associated with kiosk.

Kiosk vendor detail contain there name, address, website, email id and contact no.

All this information will help to achieve the objective of project.


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2. COMPANY PROFILE

2.1 Brief History:

Mercedes is a female Spanish name and means "Mercy". Mercedes was also the

name of the daughter born to Austrian businessman, Emil Jellinek, who lived in Baden

near Vienna and in Nice, in 1889.

Jellinek, a progressive gentleman who was interested in sport, was an enthusiastic

champion of technical progress and the automobile. He was convinced that the

automobile would shape the future. As early as 1897 he traveled to Cannstatt and ordered

his first Daimler car, a six-horsepower belt-driven vehicle with a two-cylinder engine.

After taking delivery in October 1897, the 24 km/h maximum speed of this car was

soon too slow for Jellinek. He wanted a top speed of 40 km/h and ordered two Daimler


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developed by Wilhelm Maybach, Chief Design Engineer at DMG, caused a sensation at

the beginning of the last century. With its low centre of gravity, a compressed-steel

frame, the light and powerful engine and the honeycomb radiator, it is seen as the first

automobile of its generation.


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2.3 FOUNDER OF MERCEDES BENZ

KARL BENZ

Born

November 25, 1844

Mhlburg (Karlsruhe)

Died

April 4, 1929 (Aged 84)Ladenburg

Nationality

German

Education

University Of Karlsruhe

Work:-

Significant Projects

Founded Mercedes-Benz

Significant Design

Benz Patent Motorwagen

GOTTLIEB DAIMLER

GOTTLIEB DAIMLER

Born

March 17, 1834

Schorndorf, Wrttemberg

Died

March 6, 1900 (Aged 66)

Nationality

German

Occupation

Engineer, Industrialist, Automotive

Pioneer

Known For

Daimler-Motoren-Gesellschaft (Daimler

Motors Corporation, Dmg)
http://en.wikipedia.org/wiki/M%C3%BChlburghttp://en.wikipedia.org/wiki/Karlsruhehttp://en.wikipedia.org/wiki/Ladenburghttp://en.wikipedia.org/wiki/University_of_Karlsruhehttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Schorndorfhttp://en.wikipedia.org/wiki/W%C3%BCrttemberghttp://en.wikipedia.org/wiki/Daimler-Motoren-Gesellschafthttp://en.wikipedia.org/wiki/File:Gottliebdaimler1.jpghttp://en.wikipedia.org/wiki/File:Carl-Benz_coloriert.jpghttp://en.wikipedia.org/wiki/File:Gottliebdaimler1.jpghttp://en.wikipedia.org/wiki/File:Carl-Benz_coloriert.jpghttp://en.wikipedia.org/wiki/Daimler-Motoren-Gesellschafthttp://en.wikipedia.org/wiki/W%C3%BCrttemberghttp://en.wikipedia.org/wiki/Schorndorfhttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/University_of_Karlsruhehttp://en.wikipedia.org/wiki/Ladenburghttp://en.wikipedia.org/wiki/Karlsruhehttp://en.wikipedia.org/wiki/M%C3%BChlburg


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2.4 Symbol of the Company:

Mercedes has been the world's most innovative automotive brand for more than

125 years. When Daimler-Motoren-Gesellschaft (DMG) delivered its first Mercedes on

December 22, 1900, this was the start of a development which led to the formation of

DaimlerChrysler AG towards the end of the 20th century.

Today Mercedes-Benz is regarded as the world's most successful automotive

brand. Its level of technical perfection, quality standards, innovative strength and

numerous automotive legends such as the 300 SL Gull wing are unrivalled. The

Mercedes star became the most famous automotive symbol of all and is one of the

world's best-known trademarks.

2.5 Corparate Office & Factory Plant

Mercedes-Benz India Pvt Ltd.

E-3, MIDC Chakan, Phase III, Chakan Industrial Area,

Kuruli & Nighoje, Tal: Khed, Pune-410 501 (India)


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2.6 Vision & Values

Mercedes is a luxury car maker. They have a team-oriented, customer-first

philosophy that is part of their operations. Their open environment facilitatescommunication and best practices between departments. They believe that a corporate

culture where people can reach their full potential makes the difference between a good

company and a great company. We encourage an inclusive work environment. They hire

people from all walks of live as they believe diverse work is essential to their success and

provide a competitive edge to better address the needs of their customers.

Mercedes vision is to provide great products and services to their customers. They

want to create value for their brands, dealers and customers. They want to offer

rewarding opportunities to their employees and the communities where they live and

work. They want integrity openness and respect. They also want financial and social

responsibility. They are looking for inspired, empowered and diverse people. They have a

commitment to excellence and have customer focus Quality products. As a luxury car

maker, they feel inspired to give the best or nothing to customers.

2.7 Our Mission

We invented the automobile - now we are passionately shaping its future. As a pioneer ofautomotive engineering, we feel inspired and obliged to continue this proud tradition with

groundbreaking technologies and high-quality products.

Our philosophy is clear: we give of our best for customers who expect the best - and we

live a culture of excellence that is based on shared values. Our corporate history is full of

innovations and pioneering achievements; they are the foundation and ongoing stimulus

for our claim to leadership in the automotive industry.

The principle of sustainable mobility underlies all of our thoughts and actions. Our goal

is to successfully meet the demands of future mobility. And in doing so, we intend to

create lasting value - for our shareholders, customers and workforce, and for society in

general.


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2.8 Our Goal

Assemble members and guests in social settings. Improve members enjoyment of their Mercedes-Benz vehicles. Facilitate healthy exchange of technical and engineering information about Mercedes-

Benz vehicles.

Represent the marquee in contemporary motoring circles. To uphold the standards of excellence, real world values and social responsibility

associated with the Mercedes-Benz Marque, and to promote goodwill and civic

mindedness in the motoring scene.

2.9 Quality Policy

Achieves the highest Quality Policy through Team spirit Delegation of authority Trust in the ability, knowledge & experience of our employees, vendors and dealers. Continuous Progress and improvement In Mercedes Benz there are some policies like Environment, Health and Safety,

Corporate


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2.10 Competitors


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2.11 Products of the Company

2.11.1 A Mercedes-Benz C Class:

The 2010 C-Class is a 4-door, 5-passengerluxury sedan, or luxury sports sedan, available

in 4 trims, ranging from the C300 Sport Sedan

to the C63 AMG Sport Sedan.

Upon introduction, the C300 Sport Sedan is

equipped with a standard 3.0-liter, V6, 228-

horsepower engine that achieves 18-mpg in

the city and 26-mpg on the highway. A 6-speed manual transmission with overdrive is

standard. The C63 AMG Sport Sedan is equipped with a standard 6.2-liter, V8, 451-

horsepower engine that achieves 12-mpg in the city and 19-mpg on the highway. A 7-

speed automatic transmission with overdrive is standard.

2.11.2 A Mercedes-Benz E Class:

The 2010 E-Class is a 2- or 4-door, up to 5-passenger sports coupe, luxury sports coupe,

luxury sedan, or luxury sports sedan, available in 5 trims, ranging from the E350 Coupe

to the E63 AMG Sedan.

Upon introduction, the E350

Coupe is equipped with a

standard 3.5-liter, V6, 268-

horsepower engine that achieves

17-mpg in the city and 26-mpg

on the highway. A 7-speed

automatic transmission with

overdrive is standard. The E63

AMG Sedan is equipped with a standard 6.2-liter, V8, 518-horsepower engine. A 7-speed

manual transmission with overdrive is standard.


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2.11.3 A Mercedes-Benz M Class:

The 2010 M-Class is a 4-door, 5-passenger luxury

sport-utility, available in 4 trims, ranging from the

ML350...Blue TEC to the ML63AMG.

Upon introduction, the ML350 Blue TEC is

equipped with a standard 3.0-liter, V6, 210-

horsepower, turbo, diesel engine that achieves 18-

mpg in the city and 24-mpg on the highway. The

ML63 AMG is equipped with a standard 6.2-liter,

V8, 503-horsepower engine that achieves 11-mpg in the city and 15-mpg on the highway.

A 7-speed automatic transmission with overdrive is standard on both trims.

2.11.4 A Mercedes-Benz S Class:

The 2010 S-Class is a 4-door, 5-passenger luxury sedan, or luxury sports sedan, available

in 3 trims, ranging...from the S550 to the S600.

Upon introduction, the S550 is

equipped with a standard 5.5-

liter, V8, 382-horsepower

engine that achieves 14-mpg in

the city and 22-mpg on the

highway. A 7-speed automatic

transmission with overdrive is

standard. The S600 is equipped

with a standard 5.5-liter, V12,

510-horsepower, turbo engine that achieves 11-mpg in the city and 17-mpg on the

highway. A 5-speed automatic transmission with overdrive is standard.


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2.12. Mercedes-Benz After Sales

1.Organization Chart2. After-Sales Marketing3. After-Sales Field Service

4. After-Sales Training

5. After-Sales Spare Parts

1. Organization chart:


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2. After sale Marketing:

2.13 Mercedes Benz Collections:

AMG Selection: AMGthename says it all. The innovation

of AMG, the superior

technology, the exceptionaldesignall can be found in thisexclusive selection. Pure power

and aesthetics.

SLR Selection: This selectionreflects the uniqueness of the

legendary SLR. Select products

with a unique look and design,

created for those who know howto appreciate special things in


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OverviewThe worlds of the Mercedes-

Benz Collection are as diverse as

the people for whom they arecreated. Connecting the different

product worlds are highstandards of design, function and

quality- and of course, the

innovative strengths and thephilosophy of the Mercedes-

Benz brand. The Mercedes-Benz

Collection embodies an attitude

to life.

For all those who appreciate

quality, elegance and passion

and for all those who feel

connected to their brand, we

have brought eleven newSelections for you, and they are:

Mercedes-Benz Essentials:

Here its all about the star logo.

And the perfect star-labeled item

for every situation. For young

and old, big and small. For all

those who love the star brand.

Lifestyle Selection: Assured

style and impressive quality.Unique in design and always in

fashion. The perfect Selection

for all those who value the

special things in life.

Golf sports Selection:

Bringing a touch of star quality

to the green. Quality, precision

and functionality - everythingyou expect of Mercedes-Benz

can be found in this selection.


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3. SCOPE AND OBJECTIVE OF STUDY

3.1 Scope of Project

The research involved visiting the reputed malls at pune region. The qualitative research was

carried out in two phases. First phase involved observational study of consumer i.e. patrons

visiting the mall. This involved patron criteria for selection of clothing accessories, their average

spending and various such touch points. This study was carried out in order to understand the

typical behavior of the patron during a visit to the malls. Observations like which section of mall

they visiting most, other important factors for their shopping place, relevant sources from which

they get information about branded products etc also any in line behavior exhibited by the patrons

was also noted.

The second phase of research involved detailed information about kiosk management and

vendor for kiosk. This phase involved selection criteria for kiosk location, the required size of

kiosk, what should be the overall cost of kiosk (including rent +other running cost associated with

kiosk).Also we got contact details of kiosk vendor who design and manufactured the kiosk.

3.2 Objectives of Project

There are three main objectives of this project:1. Understanding Consumer buying behavior2. Kiosk management3. Vendor for kiosk


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4. RESEARCH METHODOLOGY

4.1 Introduction of Research Methodology

Research Methodology refers to search of knowledge .one can also defineresearch methodology as a scientific and systematic search for required

information on a specific topic. The main objective of survey is to collect

appropriate data, which work as a base for drawing conclusion and getting result.

Research is a process of collecting, analyzing and interpreting information to

answer questions, But to qualify as research, the process must have certain characteristics:

it must, as far as possible, be controlled, systematic, valid and verifiable, empirical and

critical.

4.2 Research Design

Research deign pertain to the grate research approach or strategy adopted for

particular project. A research project has to the conducted scientifically making sure that

the date is collected adequately and economically. It is an important tool to study buyers

behavior, consumption pattern, brand loyalty, kiosk management and kiosk vendors The

study uses a descriptive research design for the purpose of getting an insight over the

issue. It is to provide an accurate picture of some aspects of market environment.

Descriptive research is use when the objective is to provide a systematic description that

is as factual and accurate as possible.

Descriptive research design is used as it describes data and characteristic about the

population or phenomenon being studied. Descriptive research answers the question who,

what, when and how.

4.3 Method of Data collection

Actually data is of two kinds which are following:


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a)Primary Data: primary data are those ,which are a fresh and for the first time and this

happen to be original in character.

b)Secondary Data: secondary data are those which have already been collected by

someone else and which have already been used as per required.

There are basically two sources to collect secondary data

a) Internally: provided by company /organizationb) Externally :various publication of central, state and local government

Books, magazines , newspaper Internet

4.3 Data analysis and interpretation:

1. Questionnaires

2. Pie chart and Bar chart

Questionnaires:This is the most popular tool for the data collection. A questionnaire contains

question that the researcher wishes to ask his respondents which is always guided by

the objective of the survey.

Pie chart:This is very useful diagram to represent data, which are divided into a number of

categories. This diagram consists of a circle of divided into a number of sectors,

which are proportional to the values they represent. The total value is represented by

full create. The diagram bar chart can make comparison among the various

components or between a part and a whole of data

Bar chart:This is another way of representing data graphically. As the name implies, it consist of a

number of whispered bar, which originate from a common base line and are equal widths.

The lengths of the bar are proportional to the value they represent.


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5.4 Preparation of report:

The report was based on the analysis and presented with the findings and suggestions.

The sample of questionnaire is attached with the report itself.

Research Topic: - A study of establish framework for Mercedes Benzcollection item.

Research Type:- Descriptive Research

Sample Methods:-Non Probability Purposive Sampling

Sample Size:-200

Sample Unit: 1.Consumers from malls2. Wholesalers/retailers in malls,

Primary Datao The information is collected through the primary sources like:o Consumer who were present in the mall at the time of surveyo Getting information from marketing department of the mall.o Discussion with the head of the department.

Secondary Data:o Interneto Office manuals of the department.o Magazines, Reports in the company.


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5.DATA ANALYSIS AND INTERPRITATION

This project includes three main objectives:

1. Understanding consumer buying behavior

2. Kiosk management

3. Vendor for kiosk

Objective No.1: Understanding consumer buying behavior

Q.1 Selection of Consumer for Clothing accessories?

Table 5.1 Selection of Consumer for Clothing accessories

Sr. No Frequency of buying Frequency Percentage (%)

1 Twice a year 971 49

2 Once a year 383 19

3 Once in two year 297 15

4 Never 206 10

5 Any Other 143 7

Total 2000 100


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Fig 5.1 Frequency of buying

Data Interpretation:

Almost half of the total customer buy twice in year 10% of total customer never buy clothing accessories

49%

19%

15%

10%7%

Twice a year

Once a year

Once in two year

Never

Any Other

Frequency of buying


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Q.2Average Amount spends on the following product?

1. Watches

Table 5.2 Average amount spend on watches

Sr. No Average amount spend Frequency Percent (%)

1 None 40 20

2 Less than 500 0 0

3 Between 500-1K 23 12

4 Between 1K-3K 80 40


6 More than 5K 11 5

Total 200 100


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Fig 5.2 Average amount spend on watches


Maximum range (between 1K-3K) of amount spend on watch is 40% Second range (between 3K-5K) is 23%

20% 0%

12%

40%

23%

5%

Average amount spend on watches

None

Less than 500

Between 500-1K

Between 1K-3K

Between 3K-5K

More than 5K


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3. Model cars

Table 5.4 Average amount spend on model cars

Fig 5.4Average amount spend on model cars


Very few customer i.e. 15% spend on model cars

72%

8%

15%

5% 0% 0%

Average amount spend on model cars

None

Less than 500

Between 500-1K

Between 1K-3K

Between 3K-5K

More than 5K

Sr. No Avg. amount spend Frequency Percentage (%)

1 None 143 72

2 Less than 500 17 8

3 Between 500-1K 29 15


5 Between 3K-5K 0 0

6 More than 5K 0 0

Total 200 100


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4. T-shirts

Table 5.5 Average amount spend on T-shirts

Sr. No Average amount spend Frequency Percentage (%)

1 None 23 11

2 Less than 400 0 0

3 Between 400-800 51 26

4 Between 800-1200 74 37

5 More than 1200 52 26

Total 200 100


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Fig 5.5 Average amount spend on T shirts


Maximum percentage of range (between 800-1200) of average amount spend is37% on T shirt.

Average amount spend on T shirt (between 400-800) and More than 1200 on Tshirt is 26% each.

11%0%

26%

37%

26%

Average amount spend on T-shirts

None

Less than 400

Between 400-800

Between 800-1200

More than 1200


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5. Caps

Table 5.6 Average amount spend on Caps

Fig 5.6 Average amount spend on caps


37% of total customer spend on caps is (between 200-400) Also 26% of total customer dont spend on caps.

26%

11%

37%

15%

11%

Average amount spend on caps

NoneLess than 200

Between 200-400

Between 400-800

More than 800


1 None 51 26

2 Less than 200 23 11

3 Between 200-400 74 37

4 Between 400-800 29 15

5 More than 800 23 11

Total 200 100


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6. Key rings

Table 5.7 Average amount spend on Key rings

Fig 5.7 Average amount spend on Key rings


More than half of the customer does not spend on key rings. 29% of total customer spend (between 100-200) on key rings.

57%

9%

29%

5% 0%

Average amount spend on Key rings

None

Less than 100

Between 100-200

Between 200-300

More than 300


1 None 114 57


3 Between 100-200 57 29

4 Between 200-300 11 5

5 More than 300 0 0

Total 200 100


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7. Pen set

Table 5.8 Average amount spend on Pen set

Fig 5.8 Average amount spend Pen set


63% of total customer does not spend on pen set. 23% of total customer spend less than 200

63%

23%

5%

9%

0%

Average amount spend on Pen set

None

Less than 200

Between 200-400

Between 400-800

More than 800


1 None 126 63

2 Less than 200 46 23

3 Between 200-400 11 5

4 Between 400-800 17 9

5 More than 800 0 0

Total 200 100


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8. Belts

Table 5.9 Average amount spend on Belts

Fig 5.9 Average amount spend on Belts


43% of total customer spend (between 250-500) on belts. However, 23% of total customer do not spend on belts .

23%

6%

43%

20%

8%0%

Average amount spend on Belts

NoneLess than 250

Between 250-500

Between 500-800

Between 800-1200

More than 1200


1 None 10 23

2 Less than 250 2 6

3 Between 250-500 13 43

4 Between 500-800 7 20

5 Between 800-1200 3 8

6 More than 1200 0 0

Total 200 100


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9. Sacks

Table 5.10 Average amount spend on Sacks

Fig 5.10 Average amount spend on Sacks


Only 77% of total customer spends on sacks. 37% spend between 1K-3K on sacks.

23%

6%

23%

37%

11% 0%

Average amount spend on Sacks

None

Less than 500

Between 500-1K

Between 1K-3K

Between 3K-5K

More than 5K


1 None 46 23


3 Between 500-1K 46 23



6 More than 5K 0 0

Total 200 100


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10. Luggage Bags

Fig 5.11 Average amount spend on Luggage bags

Fig 5.11 Average amount spend on Luggage bags


28% of total customer spend on luggage bags Only 12% spend between 1K-3K on luggage bags.

72%0%

5%

12%6% 5%

Average amount spend on Luggage bags

None

Less than 500

Between 500-1K

Between 1K-3K

Between 3K-5K

More than 5K

Sr. No Average amount spend Frequency Percentage (%)

1 None 143 72

2 Less than 500 0 0

3 Between 500-1K 11 5



6 More than 5K 11 5

Total 200 100


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Q.3 Rate the following criteria as per your views?

Table 5.12 Criteria as per customer view

Response

My

accessories

Add new

dimension

I like to

follow the

crowd

I am brand

conscious

I am

brand

loyal

I like to

experiment

with my

accessories

Ive

recently

been told

what to

wear

Freq % Freq % Freq % Freq % Freq % Freq %

Strongly

agree

80 40 5 3 23 11 17 9 29 14 11 6

Agree 80 40 17 9 80 40 40 20 74 37 23 11

Average 29 14 35 17 52 26 91 48 34 17 23 11

Disagree 11 6 63 31 40 20 29 14 46 23 74 37

Strongly

disagree

0 0 80 40 5 3 17 9 17 9 69 35

Total 200 100 200 100 200 100 200 100 200 100 200 100


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Fig 5.12 Criteria as per customer view


Most of the customer (80%) agree or strongly agree that accessories add newdimension to their personality.

71% of the total customer disagree to follow the crowd Almost half of the total customer agree that they are brand conscious Average number of customer which are loyal to their brand is 48% There are 51% of the total customer which like to experiment with their

accessories

72% of the total customers havent been told what to wear.

0

10

20

3040

50

60

70

80

90

100

40

3 11 914 6

40

9

40

20

37

11

14

17

2648

17

11

6

31

20 14 23

37

0

40

3 9 9

35

Strongly disagreeDisagree

Average

Agree

Strongly agree


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Q.4 Rate the following shopping behavior for accessories?

Table 5.13 Criteria as per customer view

Response

I am

planning

my

shopping

trip

I often go

shopping

just to get

ideas

I prefer

shopping only

in malls

I prefer

traditional

styling in

my

accessories

Selecting

accesso. I

tend to get

perplexed

Freq % Freq % Freq % Freq % Freq %

Strongly

agree

29 14 0 0 23 12 23 12 23 12

Agree 34 17 17 9 51 26 40 20 57 28

Average 51 26 74 37 63 31 57 28 80 40

Disagree 23 11 57 28 34 17 46 23 34 17

Strongly

disagree

63 32 52 26 29 14 34 17 6 3

Total 200 100 200 100 200 100 200 100 200 100


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Fig 5.13 Criteria as per customer view


43% of the total customer never plans their shopping trip while 30%of the totalcustomer does.

Only 9% of total customer often goes shopping just to get ideas. 38% of total customer agrees that they prefer shopping in malls. 40 % of total customer never prefer traditional styling in their accessories There are 40 % of total customers who tend to get perplexed while selecting the

accessories.

0

10

20

30

40

50

60

70

80

90

100

I am

planning

my

shoppingtrip

I often go

shopping

just to get

ideas

I prefer

shopping

only in

malls

I prefer

traditional

styling in

myaccessories

Selecting

accesso. I

tend to get

perplexed

140

12 12 12

17

9

2620

28

26

37

31

28

4011 28

1723

1732

2614 17

3

Strongly disagree

Disagree

Average

Agree

Strongly agree


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Q.5 How often you visit malls?

Table 5.14 No of time customer visit the mall

Sr. No No. of Time customer

Visit the Mall

Frequency Percentage (%)

1 Twice a month 91 46

2 Once in month 57 28

3 Once in two month 46 23

4 Once in six month 6 3

5 Never 0 0

6 Any other 0 0

Total 200 100


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Fig 5.14 No of time customer visit the mall


Nearly half (46%) of the customer prefer to visit the malls twice a month

46%

28%

23%

3% 0% 0%

No of time customer visit the mall

Twice a month

Once in month

Once in two month

Once in six month

Never

Any other


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Q.6 which mall in the city does you normally visits more often?

Table 5.15 Name of the mall that customer visit normally

Sr. No Name of the mall Frequency Percentage (%)

1 SGS Magnum 17 8

2 Kumar Specific 17 8

3 In orbit 23 12

4 Shoppers Stop 23 12

5 Pune Central 57 28

6 Phoenix 52 26

7 Koregaon Park Plaza 11 6

8 Any other 0 0

Total 200 100


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Fig 5.15 Name of the mall that customer visit normally


Majority of people does visit in phoenix and pune central mall The percentage distribution of phoenix and pune central is 26% and 28%

respectively.

8%8%

12%

12%

28%

26%

6% 0%

Name of the mall

SGS Magnum

Kumar Specific

In orbit

Shoppers Stop

Pune Central

Phoenix

Koregaon Park Plaza

Any other


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Q.7 which section of the mall do you like to visiting most?

Table 5.16 Section of the mall

Sr. No Section of the mall Frequency Percentage (%)

1 General section 23 11

2 Food section 11 5

3 Electronics section 34 17

4 Mens section 69 34

5 Womans section 57 29

6 Kids section 6 3

7 Others 0 0

Total 200 100


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Fig 5.16 Section of the mall


35% of total customer goes to mens section 28% of the total customer goes to womans section

11% 5%

17%

35%

29%

3%0%

Section of the mall

General section

Food sectionElectronics section

Mens section

Womans section

Kids section

Others


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Q.8 which are the important factors to select your shopping place?

Table 5.17 Important factor for selecting shopping place

Fast

checkoutClose to

my place

Special

discounts

More

options

to choose

from

Accepts

all credit

cards

Convenience

of parking

Other

amenities

Frq. % Frq. % Frq % Frq % Frq%

Frq % Frq %

Not at allimportant

46 23 6 3 6 3 0 0 0 0 0 0 29 14

Not so

important29 14 69 34 6 3 6 3 6 3 0 0 63 31

Neutral 34 17 63 31 17 9 23 11 23 11 17 9 46 23

Somewhat

important57 29 51 26 63 30 63 32 114 57 86 43 45 23

Extremely

important34 17 11 6 108 54 109 54 57 29 97 48 17 9

Total 200 100 200 100 200 100 200 100 200 100 200 100 200 100


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Fig 5.17 Important factor for selecting shopping place


46% of total customer gives somewhat importance to fast checkout Shopping place close to them is not so important for many (34%) customers More than half (54%) of the total customer consider special discount extremely

important

More than half (54%) of the total customer prefer more option s to choose fromextremely important

57% of the total customer having neutral opinion on acceptance of all credit cards Near half (45%) of total customer never give importance to other amenities

0

10

20

30

40

5060

70

80

90

100

23

3 3 0 0 014

14

34

3 3 3 0

31

1731

9 11 119

23

29

26

30 32

57

43

23

176

54 54

29

48

9

Extremely important

Somewhat important

Neutral

Not so important

Not at all important


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Q.9 Relevant sources from which you get information about branded product?

Table 5.17 Sources of information about branded product

Sr. No Sources of

information

Frequency Percentage

%

1 News paper 86 43

2 Hoarding 51 25

3 Magazine 17 9

4 Social networking 46 23

(appropriate option)

4.1 Face book 46 23

4.2 Google 0 0

4.3 twitter 0 0

4.4 other 0 0

Total 200 100


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Fig 5.18 Sources of information about branded product


43% of total customer get information about branded product from newspaper All 23 % of total customer get information about branded product from face book

social networking site.

43%

25%

9%

23%

Sources of information about branded product

News paper

Hoarding

Magazine

Social networking


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Q.10 According to your perception to whom will you give more importance?

Table 5.19 Importance of customer

Fig 5.19 Importance of customer


Majority of people give importance to brand rather than price.

74%

26%

Importance of customer

Brand

Price

Sr. No More important Frequency Percentage

%

1 Brand 149 74

2 Price 51 26

Total 200 100


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Q.11Are you aware of the Mercedes-Benz brand?

Table 5.20 Awareness about the brand

Fig 5.20 Awareness about the brand


All customer aware of Mercedes-Benz brand

100%

0%

Awareness about the brand

Yes

No

Sr. No Awareness aboutthe brand


1 Yes 200 100

2 No 0 0

Total 200 100


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Q.11.1 Mercedes-Benz has its own line of boutique collection that offers products

such as Jackets, Sun glares, T-shirts, Model cars, Watches, Caps, Key Rings and so

on. Would you be interested in buying these products?

Table 5.21 Interested in buying MB collection item

Fig 5.21 Interested in buying MB collection item


All customer showing their interest in buying Mercedes Benz collection item

100%

0%

Interested in buying MB collection item

Yes

No

Sr. No Interested in buying

collection item


1 Yes 200 100

2 No 0 0

Total 200 100


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Q.11.2 If yes, what would be the price hike that you are ready to shell out more?

Table 5.21 Price hike ready to shell out more

Fig 5.22 Price hike ready to shell out more


Almost more than half of the customer ready to shell out price hike by 15% 28% of the total customer ready to accept price hike between 15-25%

58%30%

6% 6%

Price hike ready to shell out more

By 15%

Between 15-25%

Between 25-40%

Between 40-50%

Sr. No Price hike ready to

Shell out


%

1 By 15% 109 54

2 Between 15-25% 57 28

3 Between 25-40% 12 6

4 Between 40-50% 11 6

5 More than 50% 11 6

Total 200 100


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Q.12 when you would like to buy Mercedes-Benz brand collection?

Table 5.23 Time when customer likes to buy MB collection

Fig 5.23 Time when customer like to buy MB collection


Only 37 % of the total customer would like to buy Mercedes Benz collection itemat any time.

17%

20%

26%

37%

Time when customer likes to buy MB collection

On festivalOn occasion

On event

At any time

Sr. No Time when you buyMB brand collection


%

1 On festival 34 17

2 On occasion 40 20

3 On event 52 26

4 At any time 74 37

Total 200 100


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Objective No 2: Kiosk Management

Researcher tried to get the sample but since the owner of kiosk was not present and had

hired other people they didnt know anything about kiosk. So researcher collected the

information directly from marketing department of the mall.

1. Phoenix Market city, Viman nagar

Address: Phoenix Market City Viman Nagar, Shopping Centers/Malls S No.

207, Viman Nagar, Pune

Contact Person for Kiosk:

Name: Mr. Sachin Shinde.

Mail id: [email protected]

Mobile No: 9765488588

Landline No: 020-30950085


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Kiosk Detail:

Kiosk Location: Upper Ground floor

Kiosk size: 7 x 4 feet (appro)

Monthly rent: Rs 80,000/-



Security Deposit: Rs 80,000/- (Equal to rent)

Other running cost: labor + Electricity charges

Leasing Period: 12 weeks

2. Inorbit Mall, Wadgaon sheri

Address: Inorbit Mall, Wadgaon, Shopping Centers/Malls, Someshwar

Nagar, Wadgaon Sheri, Pune

Contact person for kiosk:

Name: Mr. Nivrutti Suryawanshi

Mail Id: [email protected]

Mobile No: 8975754566
http://pune.burrp.com/listing/inorbit-mall_wadgaon_pune_shopping-centresmalls/16315080346__PH__photos


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Kiosk Detail:

Kiosk owner: Gitanjali JewelersKiosk Location: 1 st floor extreme left side



Security Deposit: Rs 81,000/- (3 times rent)


Photo:


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3. Pune Central, Bund Garden Road

Address: Pune Central, BundGardenRoad, 256, Boat Club Road, Next To

Bund Garden, Pune.


Name: Mr. Karan Kapoor


Mobile No: 7498628458

Landline No: 020- 66099000

Kiosk Detail:

Kiosk Location: Ground floor central position

Kiosk size: 7 x 4 feet

Monthly rent: Rs 1, 20,000/-


Monthly rent: Rs 1, 50,000/-

Security Deposit: No

Other running cost: labor + Electricity charges+ taxes

Tax: 12.36% of Rent


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6. Jewel square, Koregaon Park

Address: Jewel Square, Koregaon Park, CTS No. 15/A, 7/15, 8/15 & 9/15, S.No.

479 & 480, Sub plot-B Koregaon Park, Pune 411 001.


Name: Mr.Chandra Bhushan Sinha

Mobile No: 9764389807

Landline No: 020-40024971

Note: This mall is going to convert into commercial complex within 6 to 8 months,

hence same had to be excluded from my analysis.


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4. Koregaon Park Plaza, Koregaon Park

Address: North main road, Near Westin hotel, Koregaon Park, Pune


Name: Ms. Siddik (Mumbai office)


Mobile No: 9324667278

Landline No: 022-40664600 (Mumbai office) , 020-30445721 (Pune office)

Kiosk Detail :

Kiosk Location: First floor



Security Deposit: Rs.5, 10,000/- (6 times of rent)



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Photo:


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5. Kumar Pacific, Swargate

Address: Kumar Pacific Mall, Swargate, Shankarshet Road, Swargate, Pune


Name: Mr. Tushar Patalia. (Mumbai office)


Mobile No: 9320266863

Landline No: 022-40664600 (Mumbai office) , 020-67256888 (Pune office)

Kiosk Details:

Kiosk Location: Second floor (Opposite to Boss)



Security Deposit: Rs.1, 65,000/- (3 times of rent)


Tenure: 11 month


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Photo:


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6. Central Mall 3, Karve Road

Address: Karave road,Opp.Garware College, Near SM Joshi Bridge, Pune


Name: Mr. Jaydeep kashid

Mail Id: [email protected], [email protected]

Mobile No: 7498460916

Kiosk details:

Kiosk owner Central Mall

Kiosk Location: Mall Ground floor, right hand side besides the entrance door


Monthly rent: Rs 2L to 2.2L (Including deposit + electricity)
http://pune.burrp.com/listing/pune-central-2_shivaji-nagar_pune_shopping-centresmalls/1196777990__PH__photos


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Photo:


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7. Amanora Town Centre, Hadapasar

Address: Amanora Park Town, Hadapsar-kharadi Bypass, Hadapsar, Pune-

411 028


Name: Mr. Manish K. Pinjani


Mobile No: +91 09922859310

Landline No: +91-20-30410000

Kiosk Detail:

Kiosk owner: Noya Jewelers

Kiosk Location: 1 st floor right hand side


Monthly rent: Rs 30,000/-(appro)

Security Deposit: Rs 1, 80,000/- (6 times rent)


Tenure: 11 month


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Photo:


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3.Kiosk Vendor Details:

It was challenging task for researcher to get in touch with the owner of kiosk. Since

the owner of kiosk were not present and had hired other people and they didnt know

anything about kiosk. So only 2 contact details about kiosk vendor was received directly

from malls marketing department. (From secondary data-Marketing Dept. of Mall)

1.Horizons, Pune

.

Company Name: Horizons

Address: Office #10, Radiant Arcade, 2401 East Street, Above Modern

Arts Furnishers, Pulgate, Camp, Pune 411 001

Contact Person: Mr. Sohel Firfiray

Mobile No: 9922997888


Reference Person: jay deep kashid (Central mall, karve road)


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2. Anifilmiya, Pune

Company Name: Anifilmiya

Address: Hadapasar, Pune

Contact Person: Mr. Narayan Niwal

Mobile No: 8007500888


Reference Person: Mr. Tejas (Marketing Dept, in orbit mall)

Mr. Nivrutti Suryawanshi (Marketing Dept, in orbit mall)


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3.1 Kiosk Vendor details taken from secondary data

(From secondary data: Internet)

1.Company Name: Electrospark New Delhi

Address: D No: A-122 & 123, Okhla Industrial Area Phase II,

New Delhi-110020

Contact Person: Mr. Mittal

Mail id: [email protected], [email protected]

Mobile No: + (91) -9811014189/9810017572

Landline No: +91-011-26386121, 26386122

2.Company Name: Tejaswani Services India

Address: Shop no 5, Building no 4, Solitaire 1, Poonam Garden,

Mira Bhayander Road, Kandivali West, Mumbai 400

067

Contact Person: Mr.Vishal Panchal

Mail id: [email protected], [email protected]

Mobile No: + (91) - 98338 97887/91726 23740

3.Company Name: TSI Displays Private Limited

Address: F - 189 - 1 - A, 1st Floor, Savitri Nagar, Near Malviya

Nagar, New delhi110 017,India New Delhi, Delhi -

110 017, India

Contact Person: Mr. Rohit Jain (Director)


Mobile No: + (91)-9810030808

Landline No: + (91)-(11)-40502111/40529300
mailto:[email protected]?subject=TSI%20Displays%20Private%20Limited%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=TSI%20Displays%20Private%20Limited%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=TSI%20Displays%20Private%20Limited%20Mail%20Through%20IndiaMART.com


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4.Company Name: Seasons

Address: 84, Double Storey Basement, New Rajinder Nagar New

Delhi, Delhi - 110 060, India

Contact Person: Mr. Rohit


[email protected]

Mobile No: + (91)-9810114331

Landline No: + (91)-(11)-47563868

5.Company Name: M/s Popular Steel Industries

Address: Plot No. 64, Industrial Focal Point, Phase 9 Mohali,

Punjab - 160 059, India

Contact Person: Mr. Chanchal Jit Singh (CEO)

Mail id: [email protected] ,[email protected]

Mobile No: + (91) - 9814017404/ 9815917273

Landline No: + (91) - (172)-2742574/ 2742571

6.Company Name: Signtec Vijay Publicity Pvt Ltd

Address: 1289, Trichy Road, Next To Richmond Hospital,

Coimbatore, Tamil Nadu - 641 018, India

Contact Person: Mr. Manowharan N

Mail id: [email protected] , [email protected]

Mobile No: + (91)-8220008779

Landline No: + (91)-(422)-4350666/ 6460666
mailto:[email protected]?subject=Seasons%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=Seasons%20Mail%20Through%20IndiaMART.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=Signtec%20Vijay%20Publicity%20Pvt%20Ltd%20Mail%20Through%20signtecmedia.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=M%2Fs%20Popular%20Steel%20Industries%20Mail%20Through%20juiceandpopcornmachine.commailto:[email protected]?subject=Seasons%20Mail%20Through%20IndiaMART.com


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MAJOR FINDINGS

On analysis following is the sequence which customer prefer to buy1. T-Shirt 2. Watch 3. Sacks 4.Caps 5.Belt

Almost half of the sample size buy twice in year Most of the customer agree that accessories add new dimensions to their

personality

Almost half of the sample size is brand conscious 2/5th of sample size prefer shopping in malls Nearly half of the customer prefers to visit the malls twice in a week. Most of the customers prefer to visit in phoenix and Pune Central mall. Most of the customer gets information about branded product from news paper as

well as social networking site. Out of which 1/4th

of customer get information

from social networking site i.e. face book

Majority of customers give priority to the brand rather than price. All customers are aware about Mercedes Benz brand and are willing to buy

Mercedes Benz collection item.

2/5th of sample size is ready to buy MB collection item at any time Jewel square mall is going to convert into commercial complex within 6 to 8

months.

Central mall does not ask for any security deposit for set up of kiosk but theycharge 12.36% tax on monthly rent.


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LIMITATIONS

The project covers only that mall which are highly reputed and around puneregion.

It was challenging task for researcher to get in touch with the owner of kiosksince the owner of kiosk was not present and had hired other people they didnt

know anything about kiosk. So collected the information related to kiosk

management and kiosk vendor directly from marketing department of the mall.

The time period of project was very limited. As consumer behavior is complex and dynamic, it is not possible to analyses it

completely.


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SUGGESTIONS

1. The youth should be treated as the target market, as majority of visitors areyoungster in malls.

2. Online shopping option should be provided by parent company.3. Company should use mass media and social networking sites for brand promotion4. There should be sales promotion like combo offers, corporate discounts and bulk

purchasing.

5.

Brand promotion activity should be done in colleges targeting the youth byproviding give awes as token of appreciation.

6. As most of the consumer prefer Phoenix and Pune Central mall. It is good start toset up kiosk in these malls.

7. Mercedes-Benz should adopt aggressive marketing strategies to cut down thecompetition and should make its presence felt in the market.

8. Kiosk size should be rectangular in shape to assist an easy movement andhandling items on display.

9. Preferred location for kiosk should be at ground floor near the entrance of mall soas to achieve better visuality of foot fall

10.Monthly rent can be reduced if company signs one year contract with mall.11.More ideas about the kiosk design can be achieved from kiosk vendors.


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CONCLUSION

On research by visiting malls, conducting survey and carrying out analysis it was

observed that the customers are willing to buy Mercedes-Benz collection items in

order to be associated with this brand. The youth should be treated as target market as

majority of visitors are youngsters in malls. As most of the consumer prefer Phoenix

and Pune Central mall,it is good start to set up kiosk in these malls. Kiosk size should

be rectangular in size so that to assist an easy movements and handling items on

display.Prefered location for kiosk should be at ground floor near the entrance of mall

so as to achieve better visuality of footfall.Monthly rent can be reduced if company

signs one year contract with mall.More ideas about the kiosk design can be achievedfromkiosk vendor.As we are aware that in India, retail kiosks can be seen in shopping

plazas and malls as small retail outlets to sell products or to facilitate services.

Retailing through kiosk has evolved as a special, advantageous and cost-effective

factor and is strategically located in the malls at frequent stops. Kiosk retailing has

emerged as one of the effective platforms of low-cost, low-risk entrepreneurship. This

project helps to establish a framework to rollout Mercedes Benz collection retail sales

operation through malls.


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BIBLIOGRAPHY

1. Marketing Management : Philip Kotler 12th Edition2. Marketing Management : Mr.S Ramaswami3. Research Methodology : C. R. Kothari

Magazines:

1. Mercedes Benz Collection 20122. Mercedes Benz Collection 2011

Websites:

1. http://www.Mercedes-Benz.com2. http://www.wikipedia.org3. http://www.cart- king.com4. http://www.How To Do Things .com


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ANNEXURE

mission final 2

Documents