project report on digiworld at mumbai

7/31/2019 project report on digiworld at mumbai

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Summer Internship Project

On

Understanding the Sales Staff Behaviour towards Customer and

Employee Perception towards DIGIWORLD

At

Mumbai

Submitted in partial fulfilment of PGDM (RM) program 2011-2013

Submitted By:

Santosh Kumar Sahu

PGDM (RM) Sec (A) 11Dr004

Company Guide Faculty Guide

Mr.Omendra Arya Prof. R.N. Pattanaik

Business Operation Manager Professor IMIS

DIGIWORLD

Institute of Management & Information Science Bhubaneswar


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ACKNOWLEDGEMENT

Interdependence is a higher value than independence

Some Says Managers are born and some says managers are made. I was also in

some dilemma before commencing my Summer Internship Project. But after the

successful completion of my summer internship project, I came to know that

managers are made if they are guided properly and are motivated to work

willingly towards fulfillment of specific goal.

It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of

well wishers who have in some way or other contributed in their own special ways to

the success and completion of this summer internship project.

First of all, I express my sage sense of gratitude and indebtedness to my Retail

Coordinator, Prof. R.N. Pattnaikof IMIS, Bhubaneswar, from the bottom of my

heart, for his unprecedented support and faith that I do the best and his valuable

recommendation and for accepting this project.

Also, I also express my sincere thankfulness to my CollageDean Prof. Mr. S.

P.Padhi for his kind advice, suggestions and constant help in a lot of various ways

during project course.

Further I express my sage sense of gratitude to Mr. Omendra Arya, Business

Operation Manager of DIGIWORLD (A Videocon Group enterprise) and Mr. Amit

Sing, Marketing Manager Of DIGIWORLD (A Videocon Group enterprise), whowere kind enough to give an opportunity to work under their immense expertise. I

sincerely thank to both of them for their valuable suggestions, motivation and

encouragement. I express my thanks to the DIGIWORLD Supporting Team, for their

support and encouragement in bringing out this project report.

I would be failing in my duty if I dont express my profound gratitude to the

entire respondent who has spent their valuable time to answer the questionnaire.


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Last but not the least; I would also like to expand my thanks to all faculty members of

INSTITUTE OF MANAGEMENT AND INFORMATION SCIENCE, Bhubaneswar,

who have helped a lot during the course of my project.

Finally, I sincerely express my thanks to all my friends and the Staff members of

INSTITUTE OF MANAGEMENT AND INFORMATION SCIENCE, Bhubaneswar

for their support.

Santosh Kumar Sahu

(Roll No-11DR004)


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DECLARATION

I, Santosh Kumar Sahu, hereby declare that the project report entitled

Understanding the Sales Staff Behaviour Towards Customer And

Employee Perception Towards DIGIWORLD under the guidance of Mr.

Omendra Arya submitted in partial fulfilment of the requirement for the

award of degree of PG Diploma in Retail Management to Institute Of

Management And Information Science, Bhubaneswar is my original work

carried out during 21th April, 2011 to 16th June, 2012 and not submitted for the

award of any degree, diploma, fellowship or other similar titles or prizes to any

other institution/organization or university by any other person.

Date : SIGNATURE

Place:Mumbai (Santosh Kumr Sahu)


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CERTIFICATE

This is to certify that the project work done on Understanding the Sales StaffBehaviour Towards Customer And Employee Perception TowardsDIGIWORLD Submitted to Institute Of Management and InformationScience, Bhubaneswar by Santosh Kumar Sahu in partial fulfilment of therequirement for the award of PG Diploma in Retail Management, is a bonafidework carried out by him under my supervision and guidance. This work has notbeen submitted anywhere else for any other degree/diploma. The original workwas carried during 21th April, 2012 to 16th June, 2012 in DIGIWORLD.

I wish him all the very best in his career endeavours.

Mr. Omendra Arya

(.)

(PROJCET GUIDE)


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1. Executive Summary2. Introduction to Retailing3. Objective of the Study4. Research Methodology and Scope of the Study5. Assumption of Study6. Retail Sector and its scope in India7. Consumer Durable And Home Appliances Industry In India

.

8. Company ProfileVideocon Group

DIGIWORLD

9. Data Analysis and Interpretation10. Findings of the Study11. Suggestions and Recommendation12. Limitations of Study13. Conclusion

Bibliography


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PREFACE

I want to express my gratitude for the experience and practical knowledge

that I gained during the summer internship project at DIGIWORLD (An enterprise of

VIDEOCON group).It was my first experience when I went to the market not to buy

anything but to do the survey and to Study of Market Potential and Customer

Preferences at Mumbai with reference to DIGIWORLD . The basic need of this

survey is to interact with customers and employee. On first day I was nervous, but

because of the good image of the DIGIWORLD in the market the people reacted

positively.

For accomplishment of the project report I think about the conditions and

views and then I used to compose the whole thing on computer. In making the project

report theoretical knowledge was needed more than the practical which was given to

us by my professors in my institutes. In the market the experience relating to the

practical knowledge was very good which realized me about the real conditions of the

marketing.

The project flows logically consisting of market research, data collection

method and questionnaire. It hoped that the findings and the suggestions will help the

company, confidently to formulate its strategy in comparison to its competitors. I have

enjoyed my summer internship at DIGIWORLD and have learnt lots of new things,

which will be helpful to me during my work in any organization. I thank

DIGIWORLD for giving this opportunity at their office and being good to me all the

time.

I am please to work in this esteemed organization. I have tried my best to

make this report a reader friendly & also did my level best to fulfill the objective of

the summer training.

Lastly I am giving thanks to IMIS, BBSR family who gave me their

precious time to make project successful.


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RetailingCustomer is King

A Customer is the most important visitor on our premises. He is not dependent on us.We are dependent on him. He is not an interruption on our work. He is the purpose of

it. He is not an outside of our business. He is a part of it and we are not doing him a

favour by servicing him. He is doing us a favour by giving us an opportunity to do

so.

Mahatma Gandhi

Some Published issue of Retail Industry.

Indias retail industry, which is in the middle of rapid growth, has alreadyscripted success stories fit to be the subject of a Bollywood film-Business

Standard.

The impact of organized retailers that have seen swarming of malls lately, onthe mom-n-pop stores in 20 Indian cities- Indian Council of Research in

International Economic Relations (ICRIER).

Modern Retailing Comprehensive policy vital- The Hindu Retail boom triggers ancillary industry growth- The Times of India Indian Retail Report-2011


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The Indian Macro Economy

Tops AT Kearney list of emerging markets for global Retailers to enter. 2nd Fastest growing economy in the World and 50% of the total GDP ledby services such as IT, telecommunications, healthcare and retailing. GDP growth rate for the year 2012 ended at 5.3% (in 1st quarter) and

Average GDP Growth Rate More Than (7 %) Since 1997 .But

comparatively Growth rate is falling down due to depreciation of Indian

Currency in international market.

Reserves Fell to the $285.86 billion mark as of June 1 from$288.86 billion

FOREIGN EXCHANGE RESERVES (in million U.S. dollars)

-------------------------------------------------------

June 01 May 25 June 3

2012 2012 2011

-------------------------------------------------------

Foreign currency assets 253,094 254,406 280,908

Gold 25,585 26,618 24,391

SDRs 4,347 4,381 4,623

Reserve Tranche Position 2,832 2,854 2,982

-------------------------------------------------------

Total 285,857 288,259 312,904

-----------------------------


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65% of population below 35 years and 54% below age 25 years Working population in India is growing like most other developed countries. China has issues of median age 30-34 years at the early stage of development

and psychology issues after implementation of one child policy

Housing Boom due to nuclear family, low interest rates, tax benefits fromgovernment and lastly strong Indian values driven by savings and owning

home

Economy - 4h largest economy in the world on PPP basis (next only to USA,China and Japan) -One of the fastest growing economy with 6.5% average

growth in GDP for last 10 years and is expected to rank 3rd by 2010, just

behind the US and China

Fragmented retailing with 5 million retailers and 95% less than 500 sq ft nation of shop-keepers -brilliant trading and entrepreneur community

Over 3.9 million tourists visited India this year, up from 3.0 million last year. India is on the track to be the servicing capital of the world (As China is

manufacturing capital) and Organized retail growing at 30-35%+ p.a.

compound growth.

IPL has again drastically changed the outlook of the whole world towardsIndia. It has the highest paid players across the Globe / Sports.

Real Estate & Retailers in India are the most aggressive in Asia in expandingtheir businesses, thus creating a huge demand for real estate. Their preferred

means of expansion is to increase the number of outlets in a city and alsoexpand to other regions.

Driven by changing lifestyles, strong income growth and favorabledemographic patterns, Indian retail is expanding at a rapid pace.

Besides the 6 metros, India has 61 other cities with populations greater than 0.5million and contributes about 14% to the countrys GDP.

India also allows 100 percent FDI in cash-and-carry, or wholesale, ventures.Restrictions on foreign investment in front-end retail exist because of

opposition from millions of small shopkeepers who are valuable vote banks

during elections.

India has recently allowed 100 percent FDI in single-brand retail subject tocertain sourcing restrictions but no ownership in multi-brand retail.

The retail sector in the nation of 1.2 billion people is estimated to have annualsales of $450 billion, with nearly 90 percent of the market controlled by tiny

family-run shops.

Organized retail, or large chains, makes up about 10 percent of the market, butis expanding at 20 percent a year. This is driven by the emergence of shopping

centers and malls, and a middle class of close to 300 million people that isgrowing at nearly 2 percent a year.


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India Vs World

Indian retail is fragmented with over 12 million outlets operating in the countrywhich is 13 times more the all retail outlets operating in USA (0.9 million

outlets).

India has the highest number of outlets per capita in the world - widely spreadretail network but with the lowest per capita retail space (@ 2 sq. ft. per person)

Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is higher thanthe size of Indian retail industry. Almost 100 times more than the turnover of

HLL (India's largest FMCG Company).

Wal-Mart - over 4,800 stores (over 47 million square meters) where as none ofIndia's large format store (Spencers, Big Bazaar, Shoppers' Stop, Westside,

Lifestyle) can compare.

The Wal-Mart sales per hour of $22 million are incomparable to any retailer inthe world. Numbers of employees in Wal-Mart are about 1.3 million where as

the entire Indian retail industry employs about three million people.

One-day sales record at Wal-Mart (11/23/01) $1.25 billion - roughly two thirdof HLL's annual turnover.

Developed economies like the U.S. employ between 10 and 11 percent of theirworkforce in retailing (against 7 percent employed in India today).

60% of retailers in India feel that the multiple format approach will besuccessful here whereas in US 34 of the fastest-growing 50 retailers have just

one format

Inventory turns ratio: measures efficiency of operations. The U.S. retail sectorhas an average inventory turns ratio of about 18. Many Indian retailers haveinventory turns levels between 4 and 10 - KPMG surveyed.

Global best-practice retailers can achieve more than 95 percent availability ofall SKUs on the retail shelves (translating into a stock-out level of less than 5

%).The stock-out levels among Indian retailers surveyed ranged from 5 to 15

percent.


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Executive Summary

Retailing is emerging as a sunrise industry in India and is presently largest employer

after agriculture. Some economists say that Retailing is one of the pillars of the

economy in India, and some say it is gold mine of Indian economy. Retailing in its

present form started in the latter half of 20th century in USA and Europe. Retail

industry is divided into organized and unorganized sectors. Over 12 million outlets

operate in the country and only 5% of them being larger than 500 sq ft (46 m) in size.

Organized retailing in India is growing at the rate of 30-35% p.a., is estimated to

grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637

billion by 2015. Indian Retail Sector is growing very fast with so many new players

are coming in this growing organized sector and trying to attract customers by giving

attractive offers and offering competitive prices etc.

DIGIWORLD is owned and operated by Videocon Industries Limited (VIL).VIL is a

part of the Videocon Group, A USD 2.5 Billion Global Conglomerate. It is a

Multibrand Consumer Electronic And Home Appliance Retail Chain. The Aim OfDIGIWORLD is to reach out to every Indian Household in the top 300 cities, with

plans outlets in the next 12 months. It is growing at a fast pace of opening many

outlets every month.

The motive of the study is to know sales staff approach towards customer and sales

staff perception about DIGIWORLD as well at Mumbai and its subarb & what are

the customers expectations from from DIGIWORLD sales staff at the time of their

interaction while they come to purchase. The main purpose of the study is to find out

the target customers, who have already interacted with DIGIWORLD sales staff inside

store and their experience of interaction with DIGIWORLD sales staff,also to find out

DIGIWORLD sales staff overall view about DIGIWORLD.

The study is done with the help of primary data given by respondents and secondary

data through various sources ,during survey to know the customer view about

DIGIWORLD sales staff and perception of sales staff about DIGIWORL at Mumbai


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and its suburbs, Maharashtra market with reference to DIGIWORLD . Primary data is

collected through personal interview using structured questionnaire and secondary

data is collected from management of the DIGIWORLD, various book, journals and

from Videocon and DIGIWORLD website.

Mumbai is the most developed city in India and it consists of all classes of families.

Most of the families belong to Business class and employee class. Most of the

residents fall in to age group 18-45. Most of the families have 4 to 5 members in their

families. Residents are well educated and holding jobs. Their monthly incomes are

ranging from 10,000-20,000 and above. They mostly prefer to buy their Consumer

Durables And Home Appliances from well established Brands and well known

electronic shops.

The factors which attract the respondents to an electronic shops are home delivery,

parking facilities, accepting debit/ credit cards, fast billing, booking counters,

customer service, courteous and friendly behavior and ambience.

Most of the customers complained regarding customer service, variety of product with

deep assortment, store image, arrangement of products, pricing, product knowledge ofemployee, quality of products, parking space, product updation, ambiance ,closing

time with reference to DIGIWORLD .

Company can enhance its business or increase its sales by doing these things; provide

better customer service than its competitors, increase the variety of product with deep

assortment, arrangement of product should be in proper way that creates good store

image, provide loyal membership card to the customers, providing better ambiance.

Company should employ knowledgeable sales staff as well as better managers

particularly at its VASAI DIGIWORLD .

This study helped me a lot for analyzing the market, understanding retail business and

how to respond in critical situations. Findings and suggestions/recommendation of this

report might be helpful for the company to improve its performance and business.


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2.Introduction to retailing


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INTRODUCTION

The word retail has its origin in French word retaillierand means to cut a piece off

or tobreak bulk.The term Retailing is defined as All activities involved in selling

goods and services directly to final consumers for their personal and non-business

use. In simple terms, it implies a first-hand transaction with customer. Retailing

involves a direct interface with the customer and the coordination of business activities

from end to end right, from the concept or design stage of a product or offering, to its

delivery and post delivery service to the customer. The industry has contributed to the fastest

changing and dynamic industries in the world today.

Retailing, it is an emerging trend in the India and Mubai is far ahead behind which is also

witnessing the stupendous growth and opportunities presented by this sector. Many

institutions- Manufacturing, Wholesalers and retailers do retailing, but most retailing is

done by Retailers. A business wholesales come from primarily from retailing. It is a proven

fact that in India the retail industry has become the 2nd largest employer after agriculture.

Indian retail sector is in boom period and many reasons are contributing to it.

The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12

million retail outlets of various sizes and formats. Almost 95% of these retail outlets are less

than 500 sq. ft. In size, the per capita retail space in India being 2 sq. ft. compared to the US

figure of 16 sq. ft. Thus Indias per capita retailing space is the lowest in the world.

With more than 9 outlets per 1000 people, India has the largest number of outlets in the

world. Most of them are independent and contribute as much as 95% to the total retail sales.

Because of the increasing number of nuclear family, working women, greater work pressure

and increased commuting time, convenience has become a priority for the Indian consumers.

The growth and development of organized retailing in India is driven by two main factors lower

price and benefits the consumers cant resist. According to experts, economies of scale drive down the

cost of supply chain, allowing retailers to offers more benefits offered to the customers. Globally,

retailing is customer-centric with an emphasis on innovation in products, process and services. In

short, the customer is the king.

The Indian retail market is the 5th largest retail destination globally. It is estimated to grow from the

US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015.


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Objectives of the study

To study DIGIWORLD in Mumbai and its sub-urbs. To study about the perception of customers with reference to sales staff

approach and their overall attitude at the time of handling customer in

DIGIWORLD.

To study about sales staff perception and their overall view about their joband DIGIWORLD .

To know the target customers of DIGIWORLD at Mumbai and its sub-urbs.

To understand the customers expectation from DIGIWORLD management.


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Research Methodology

The study is relied on primary as well as secondary data.

The primary data is collected through personal interviews using structured

Questionnaire.

The Secondary is collected from management of the DIGIWORLD, various books,

journals and Internet.

Sampling Methods

Probability sampling method or simple random sampling

Universe: -

The research work was accomplished in Mumbai and its sub-urbs, Maharastra, so

Mubai and its sub-urb is my Universe.

Sample Size: -

Sample size was 100 for customer and 20 for sales staff.

Research Instrument: -

For this study, for the collection of various data requirement, structured questionnaire

is used. This questionnaire contains qualitative and quantitative information of the

customers. The questionnaire contains of both open-ended and close ended questions,

which would help to know the situation prevailing in the market.

Statistical Tools Used

For the purpose of data analysis, Percentage Method is used for calculation and result was

interpreted.

No. of Respondents

Percentage = ---------------------------10 0

Total Respondents


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Scope of the Study

With the help of primary data given by the respondent during survey and

secondary data, study is done to help the DIGIWORLD to understand the

customer expectation from its sales staff and sales staff expectation about

DIGIWORLD at Mumbai and its sub-urbs, Maharastra market.


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5. Assumptions of the StudyThe assumptions of the study are----

Questionnaires which were filled by both husband and wife and othermembers of family have been considered by me as filled by male

(earner) only.

Those questionnaires which are more than 80% filled, I have takenthem in to consideration as a full filled questionnaire.


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6. Retail Sector and its scope in India


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RETAIL SECTOR AND ITS SCOPE IN INDIA

Structure of Indian Retail Sector

The retail industry continued in India in the form of Kirana stores till 1980. Soon,

following the modernization of the retail sector in India, many companies started

pouring in the retail industry in India like Bombay Dyeing, Grasim etc. From that time

the retail sector in India can be widely split into the organized and the unorganized

sector.

Organized Retail Sector

After 50 years of unorganized retailing and fragmented Kirana stores, the Indian retail

industry has finally begun to move towards modernization, Systematization and

consolidation. Today, modernization is the catch phrase and the key to understanding

retail in the next decade.

There has been a boom in retail trade in India owing to a gradual increase in the

disposable incomes of the middle class households, as a result of good performance of

IT, Service and Infrastructure sectors. More and more players are entering the retail

business in India to introduce new formats like malls, supermarkets, discount stores,

department stores and even changing the traditional looks of bookstores, chemist shops,

and furnishing stores.

Organized retail formats prevalent globally

Malls

Supermarkets Hypermarkets Discount Stores Department Stores Specialty Stores Internet Retailing Convenience Stores MBO


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Unorganized Retail Sector

The unorganized retail sector basically includes the local Kirana stores, hand

cart, the vendors on the pavement (sidewalk) etc. This sector constitutes about 95% of the

total retail trade. As 70% of the employment is generated in Agriculture sector, hence this

form of retailing is widely seen in those areas and of course to some parts of the urban.

There is a lot of hue and cry in the sector for opening of sector for direct investment from

the foreign players, but government cannot neglect the interests of small players. One of

main reason of not opening this sector to FDI is it may shrink the employment in the

unorganized sector and expand that in the organized.

THE EVOLUTION OF RETAIL IN INDIA

FORMATS:

Traditional Established Emerging

Itinerant Salesman Kirana shops Exclusive retail outlets

Haats Convenience/Department stores Hypermarket

Melas PDS Malls/Multiplexes

Kiosks Pan/Beedi shops Specialty Malls

Post Office Fast food outlets etc.

INDIA'S LARGEST RETAIL CHAINS:

1. PDS (Public Distribution System): 463,0002. Post offices: 160,0003. KVIC (Khadi & Village industries): 7,0004. CSD (Canteen Stores Department) Stores:3,400

(Source business world marketing White book 2005)


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CURRENT SENARIO OF INDIAN RETAIL SECTOR

With a contribution of 14% to the National GDP(Gross Domestic Product) and

employing 7% of the total workforce or two million employees ,the retail industry is

definitely one of the pillars of the Indian economy.Postliberalization the retail sectorin India is heralded as one of the sunrise industry. With more than US$ 450 billion

sales and an average growth rate of 11.2% for the market and 35% average annual

growth rate for organised retail business. Though organised retail has been growing at

an impressive 35% to 40% year-on-year in the last few years compared to 9-10%

growth in the over all retail industry. it accounts for just around 5% of the total retail

market. While India has one of the highest densities of shops per population with 15

million small retail outlets(14 shops per 1000 people) the organised retail is still at an

embryonic stage in the growth process. It is probably for this reason India has been

ranked as the third most attractive nation for retail investment among emergingmarket.

A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian

consumer market is likely to grow four times by 2025. Commercial real estate services

company, CB Richard Ellis' findings state that India's retail market is currently valued at

US$ 511 billion.

Indian retail on the fast-track

The Indian retail market is the fifth-largest retail destination globally. It isestimated to grow from the US$ 330 billion in 2007 to US$ 637 billion by

2015. Indian retail showed a growth rate of 49.73% with a turnover of US$

25.44 billion in 2007-08 as against US$ 16.99 billion in 2006-2007.

Retail contributes to 14 per cent of Indias Gross Domestic Product andprovides employment to 7 per cent of Indias working population.

Higher disposable incomes, easy availability of credit and high exposure tomedia and brands considerably increased the average propensity to consume

over the years.


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7. GLOBAL CONUMER DURABLEINDUSTRY AND HOME

APPLAINCES


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GLOBAL CONSUMER DURABLE INDUSTRYCONSUMER

ELECTRONICS AND HOMEAPPLINCES

Any manufactured goods purchased by consumers for long-standing and lasting use

are classified as consumer durables. They are merchandises which are planned to undergo

regular usage for a number of years or longer before substitution are required. From cars

to communication device, Furnitures to refrigerator can classify as consumer durables.

The consumer durable industry can be three main categories specifically-

WHITE GOODRefrigerators, Air conditioners, Washing machine, SpeakersAnd Audio equipments.

BROWN GOODSMixers, Grinders, Microwave ovens, Electric Fans, Irons,Cooking Range, Chimneys.

CONSUMER ELECTRONICSTelevision, Mobile Phone, MP3 Player, DVDplayers, VCD players, ETC.

HISTORY OF CONSUMER ELECTRONIC IN INDIA

The electronic industry in India took off around 1965 with an orientation

towards space and defense technology . This was rigidly controlled and

initiated by government. This was followed by development in consumer

electronics mainly with transistor radio, Black and white TV ,Calculator, and

other audio products .Colour Television soon followed. In 1982 a significant

year in the history of Colour Television in India, the govt allowed thousand of

colour TV to be imported to country To coincide with the broadcast of Asian

Games in New Delhi. 1985 saw the advent of Computers and Telephoneexchange, which are succeeded by Digital exchanges in 1988.The period

between 1980 to 1990 was the golden period for electronic during while the

industry witnessed continuous and rapid growth. From 1991 onwards there

Was first an economic crises triggered by the Golf war which was followed by

political and economic uncertainties within the country. Pressure on electronic

industry remained though growth and development have continued with


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Digitalization in all sectors and more recently the trend towards the

convergence of Technology. In recent year the electronic industry is growing at a

brisk pace. The predicted figure of the consumer electronic market by 2013 is around

$46 Billion, growing at a compound annual growth rate (CAGR) of 16%. The Largest

Segment is the consumer electronics segment.

37%

27%

33%

3%

Consumer Electronics (Brown Goods) Market Share

Mobiles

Audio/Video/Gaming

Computers

Others


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7. Company Profile


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COMPANY PROFILE

VIDEOCON INDUSTRY


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VIDEOCON INDUSTRY:SNAP SOT

Date of Establishment 1985

Revenue 3261.68 ( USD in Millions )

Market Cap 53856.47347755 ( Rs. in Millions )

Corporate Address 14 Km Stone, Aurangabad - Pitman Road, Village Chittagong

Taluka - PaithanAurangabad-431105, Maharashtra

www.videoconindustries.com

Management Details Chairperson - Venugopal N Dhoot

MD - Venugopal N Dhoot

Directors - Ajay Saraf, Arun Laxman Bongirwar, Birendra

Narain Singh, Girish Nayak, Gunilla Nordstrom, Karun

Chandra Srivastava, Kuldeep Drabu, Pradipkumar N Dhoot,

Radhey Shyam Agarwal, S C N Jatar, S Padmanabhan, Satya

Pal Talwar, Venugopal N Dhoot, Vinod Kumar Bohra

Business Operation Consumer DurablesElectronics

Background Videocon Industries, established two decades ago, is a global

conglomerate with market capitalization of $2.5 billion.

Videocon's businesses consists of manufacturing, marketing &

distribution of consumer electronics products and oil & gas

extraction.

Videocons R & D centres are developing technologies that

include True Flat, Slim, Extra Slim, Plasma & LCDs. It want to

m

Financials Total Income - Rs. 144526.77 Million ( year ending Dec 2010)

Net Profit - Rs. 7446.94 Million ( year ending Dec 2010)

Company Secretary Vinod Kumar Bohra

Bankers

Auditors Khandelwal Jain & Co, Kadam & Co
http://www.videoconindustries.com/http://www.videoconindustries.com/http://www.videoconindustries.com/


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ABOUT VIDEOCON

Videocon, founded in 1985, is today one of the largest corporate groups in India. Itsmain business segments are consumer electronics and oil & gas exploration; it is nowventuring into power and telecom. It is one of the largest manufacturers of Colour

Picture Tube (CPT)globally. It has close to 25% market share in home appliancessegment in India and aims to double this business in next five years. It has also madesignificant forays into Oil & Gas exploration and production across the globe. Apartfrom its core businesses, the company is aiming to grow its power and telecom(handset and services) businesses aggressively through large scale investments.

Videocon Industries is primarily engaged in two core businesses

Manufacturing, assembly, marketing and distribution of consumer electronic products& home appliances

Oil & gas exploration and productionThe Company operates across various sectors:

Consumer Electronics, Home Appliances & Compressor manufacturing:

Products include home entertainment systems, microwave ovens, Colour Picture Tube (CPT)& liquid crystal display (LCD) televisions, refrigerators, washing machines, air conditioners,small appliances, glass shells, compressors / motors and other components

-The Company has Research & Development centres located in China, India and Japan

-Manufacturing and assembling plants are located at Chavaj, Gandhinagar (Gujarat) andChitegaon (Maharashtra);among these the Chitegaon plant has the highest productivity

Display industry and its components:

Manufactures colour picture tubes at its facilities in Italy, Poland and China

Colour Picture Tube (CPT) Glass:Operates manufacturing facilities in India and Poland

Oil and Gas:Videocon owns a 25% stake in the Ravva Joint Venture; the JV operates the Ravva oil & gasfield located 10 km offshore in the Krishna Godavari basin in Andhra Pradesh in southernIndia. The JV produces 50,000 barrels of oil per dayThe Company, through its wholly owned subsidiaries and JVs, is engaged in explorationactivities in oil & gas fields in Brazil, Mozambique, East Timor, Oman and Australia.


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Entry into the Telecom business:In March 2010, Videocon Telecommunications Ltd, a unit of Videocon Industries Ltd,launched mobile services based on the global system mobile (GSM) platform

Power business:Papaya Energy, the Companys subsidiary, is implementing a thermal power project inGujarat with a capacity of 1,200 MW; Videocon is also considering power projects in theother parts of India and evaluating alternate technologies forthe same

-Plans to set up three more thermal power generating units with a combined capacity of4,800MW in Maharashtra, Chhattisgarh and Asansol, with a total investment of USD6.5bn

The equity shares of the Company are listed on the Bombay Stock Exchange and NationalStock Exchange of India; the Global Depository Receipts (GDR) and Foreign Currency

Convertible Bonds (FCCB) issued by the Company are listed on the Luxembourg StockExchange and Singapore Exchange Trading Securities respectively.

Consumer Electronics & AppliancesOverviewVideocon enjoys a leadership position in consumer products and home appliances. TheCompanys refrigeratormanufacturing business enjoys synergy with its in house compressormanufacturing facility in Bangalore. The Companys manufacturing and assembling plantsare located at Chavaj, Gandhinagar (Gujarat) and Chitegaon (Maharashtra). Among these theChitegaonplant has the highest productivity.

Performance

The Company has performed well in its Consumer Electronics & Home Appliances businessand has posted a stable performance on the back of technological up-gradation, multi-brandstrategy, aggressive marketing, launch of new logo and focused penetration in the keymarkets. Gross sales in FY09 from Consumer Electronics & Home Appliances Segmentamounted to USD1.80bn as against USD1.77bn for the previous year. FY10 sales areprojected to be USD2.2bn with an EBITDA of USD384m.With the Thomson acquisition,Videocon has emerged as one of the largest Colour Picture Tube (CPT) manufacturers in theworld, operating in Mexico, Italy, Poland and China, continuing to lead through new

innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 format CPT.The acquisition also included the 2,000 patents of Thomson, which provided a sustainablecompetitive advantage for the Company.Thomson was a good deal; we got the asset, and best part was technology, which we wouldnot have got otherwise. Venugopal Dhoot, Chairman, Videocon; 13 September 2010The acquisition of Electrolux Kelvinator supported Videocon in its multi-brand strategy andpresented an opportunity for the Company in the form of licensing rights to sell the globalbrand. These two major acquisitions helped the Company in brand consolidation and enabledit to form a leadership in the market. Gaining a global presence along with optimizing theeconomies of scale form a significant part of Videocons M&A strategy. The Company holds

the largest market share of more than 25% in India for colour TV, refrigerators, washing

machines, air conditioners and microwave ovens


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INDUSTRY OUTLOOK

As per industry reports, Indias consumer electronics devices market was at aroundUSD23.3bn in 2010. This is expected to increase to USD41.1bn by 2014, driven by risingincomes and growing affordability. Spending on consumer electronics devices is projected togrow at an overall CAGR of 12% through 2014. With the increase in income levels, easyavailability of finance, increase in consumer awareness and introduction of new models, thedemand for consumer durables has increased significantly.

COLOUR TELEVISION

Television continues to be the mainstay of the Consumer Electronics industry in India, withthe transition occurring to newer technologies such as LCD and LED. The markets arechanging rapidly from the conventional CRT technology to flat panel display televisions. TheLED TV segment in India is poised for significant growth in the coming years.

REFRIGIRATORS

Refrigerators are one of the most standard features in Indian middle class homes. Directcool segment remains the dominant sector. However, frost free segment is witnessing thehighest growth in the category and is expected to overtake direct cool sales.

AIR CONDITIONER

Indian air conditioner market will continue its sustained growth, mainly on account of strongdemand from consumers and corporate buyers. The air conditioner market in India has beenexpanding on the back of increased investments in high-end industries. New commercial

users and existing users have also contributed to the growth of air conditioner market

WASHING MACHINE

Network expansion in semi urban and rural areas has contributed to growth of semi automaticwashing machines whereas metros and other A class towns have significantly moved towardsthe fully automatic segment. Washing machines are now increasingly finding a place inIndian homes. The high-end segment comprises of fully automatic & front loaders and low-end segment comprises of semi automatic & top loaders. The fully automatic category isshowing higher growth rate; however, the semi automatic category continues to dominate interms of market share.

MICROWAVE OVENS

The Indian microwave oven market remained stagnant in 20010-12. With low stakes, thecategory did not witness significant expansion efforts by manufacturers during the economicslowdown and also remained low on the shopping priority list. The Indian microwave ovenmarket consists of the grill and convection segments and the solo segment. The solosegment is slowly losing its popularity in urban and semi-urban cities but still has somedemand in rural areas or smaller cities, due to lower prices. The convection segmentcontinues to register the maximum growth, on account of growing consumer awareness of


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DIGIWORLD

DIGIworld is owned and operated by Videocon Industries Limited. (VIL). VIL is apart of the Videocon Group, a USD 2.5 Billion global conglomerate. edigiworld is thee-commerce arm of the Videocon Group.

As part of one of the Indias largest manufacturer and supplier of consumerElectronics, Home appliances and Power products we enjoy the benefits of offeringyou a great range of products at great prices under one roof.

DIGIworld is a Multi Brand Consumer Electronics and Home Appliances Retailchain. The aim of DIGIworld is to reach out to every Indian Household in the Top 300Cities, with plans outlets in the next 12 months. It is growing at a fast pace of openingmany outlets every month.

PRODUCT CATEGORIES OF DIGIWORLD

In DIGIWORLD they have divided products into two broad categories.

HOME APPLAINCES AND ACCESSORIES ELECTRONICS

HOME APPLAINCES

This category is further subdivide into two sub category,I. Home Appliances

II. Kitchen AppliancesHOME APPLAINCES

Under this category The products available are

Washing machine Iron Water heaters Air coolers

Air conditioners Refrigerators

-


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KITCHEN APPLAINCES

Under this category the products available in DIGIWORLD are

Food processor Mixer grinder Microwave oven Toaster Juicer mixer Grinder

ELECTRONICSUnder this category the products available in DIGIWORLD are broadly divided in threecaregories.......

Audio/VideoMobile

AUDIO/VIDEO

Under this products available in DIGIWORLD are....

3D LED/LED/LCD/PLAZMA/FLAT TELIVISION SPEAKER

COMPITITITORS

Main competitor of DIGIWORLD in Mumbai are

VIJAY SALE SNEHANJALI CROMA RELIANCE DIGITAL

`


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9. Data Analysis and Interpretation


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Data Analysis and Interpretation

Research in retail is very essential, as customer preferences and choices are dynamic

and change frequently, the retail company needs to understand these before

redesigning its processes for enhancing business and many more. Since customer

interaction takes place at the store , there is a big opportunity to gather first hand

information and feedback from customers through research and survey.

The major objectives ofanalysis of data are:-

To evaluate and enhance data quality Describe the study population and its relationship Examine effects of other relevant factors Seek further insight into the relationship observed or not observed Evaluate impact and importance.


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UNDERSTANDING THE SALES STAFF

BEHAVIOUR TOWARDS CUSTOMER


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Target customer age % wise

This Table reveals about age group of customers at DIGIWORLD.

AGE GROUP OF RESPONDENT

AGE GROUP NO. OF RESPONDENT % OF RESPONDENT

35-50 66 66

25-35 26 26

51 & ABOVE 6 6

BELOW 25 2 2

Pie chart-1

Source: Primary Data

Inference:

From the Table-1 and Pie chart-1 depicted above,

Out of 100 respondents who answerd the questionnaire, 66% people fall in the age

group 35-40 years, 26% people fall in the age group 25-35 years,6% people fall in the

age group 51 & above years, 2% people fall in the age group of below 25 years.From

the above analysis, it is observed that majority of the residents fall in the age group35-40 and 25-35.

35-40

66%

25-35

26%

51 above

6%

below

25

2%

Chart Title


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Target Customer- Education Wise

This table explains about education level of customers of DIGIWORLD.

Table-2

Pie chart-2


Inference:

From the table, pie chart depicted above, Out of 100 respondents who answered the questionnaire,

48% people belong up to H.S.C. category education level, 41% people to Graduate category education

level, 9% people belong to Post Graduate category education level and 2% people belong to others

category education level.

41%

48%

9%

2%

Chart Title

GRADUATE UP TO HSC POST GRADUATE OTHER

Education Level of Respondents

Education Level No. of Respondents % of Respondents

GRADUATE 41 41

UP TO HSC 48 48

POST GRADUATE 9 9

OTHER 2 2


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Occupation of Respondents

This table describes the occupation of respondents who gave the answer of questionnaire and explain

class of customers at DIGIWORLD.

Table-3

Occupation of Respondents

Occupations No. of Respondents

% of

Respondents

Salaried 40 40

House Wife 8 8

Self employed 13 13

Business 39 39

Pie Chart-3


Inference:

From the table, pie chart depicted above,

40%

8%13%

39%

Chart Titlesalaried houswife self-employed business


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On this basis of 100 respondents who answered the questionnaire, 40% people belong to Service

category, 39% people belong to Business category, 8% people belong to House Wife category and

13% people belong to Self-employed category.

Customer Likeness about DIGIWORLD.

This table describes the LIKENESS of respondents about DIGIWORLD.

This table also reveals the opinion of customers for visiting a DIGIWORLD. It means the

convenience of the customer to visit a supermarket based on the different factors like better price,

customer service, , store ambience (it determined by store layout, soothing music, tempting visual

display of the products with self selection facility, etc.), customer service, better price, value for

money.

Table-4

Likeness of Respondents about DIGIWORLD

Likeness No. of Respondents

% of

Respondents

Ambiance 1 1

Better customer

service 6 6

Better price 48 48

Multi brand option 12 12

Value for money 32 32

Any other 1 1


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Pie-chart 4


Inference:

From the table, pie chart depicted above.

Out of 100 respondents who answered the questionnaire, 1% people likes ambiance,6% likes

customer service, 48% thinks they get better price so they like to shop from DIGIworld ,32%

like because they think they get value for money and 1% goes there for any other reason. So

this question it reveals that customer likes DIGIWORLD because they get better price &

value for money.

But still DIGIWorld needs to improve its ambiance and customer service.

1% 6%

48%12%

32%

1%

Chart Title

ambiance better customer service

better price multibrand option

value for money any other


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WHAT CUSTOMER THINKS ABOUT ATTITUDE OF SALES STAFF AT

DIGIWORLD

This table reveals the opinion of customers about attitude of sales staff at a DIGIWORLD store.

TABLE NO 5

PERCEPTION OF CUSTOMER ABOUT SALES STAFF

ATTITUDE

PERCEPTION NO OF RESPONDENT % of Respondents

VERY GOOD 3 3

GOOD 92 92

AVERAGE 3 3

CAN BE IMPROVED 2 2

POOR 0 0

BAR-CHART-1

Source:- Primary Data

Inference:-

From the Table-5, Bar Chart-1 depicted above,

0

10

20

30

40

50

60

7080

Series1


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Out of 100 respondents who answered the questionnaire, 92% thinks that DIGIWORLDsales staff are attitude wise good,3% says very good,3% says average,2% says can be

improved . By this question it reveals that attitude wise DIGIWORLD SALES STAFFS

ARE REALLY GOOD.

WHAT CUSTOMER THINKS ABOUT APPROACH OF SALES STAFF AT

DIGIWORLD.

This table reveals the opinion of customers about attitude of sales staff at a DIGIWORLD store.

TABLE NO 6

PERCEPTION OF CUSTOMER ABOUT SALES STAFF APPROACH


VERY GOOD 2 2

GOOD 68 68

AVERAGE 28 28

CAN BE IMPROVED 2 2

POOR 0 0

BAR-CHART-2

Source:- Primary Data

Inference:-

VERY GOOD GOOD AVERAGE CAN BE

IMPROVED

2

74

18

6

APPROACH

Series1


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Out of 100 respondents who answered the questionnaire, 68% thinks that DIGIWORLD sales

staff are approach wise good,2% says very good,28% says average,2% says can be improved

. By this question it reveals that approach wise DIGIWORLD sales staff are above average

If training will be given than it can be improved.

WHAT CUSTOMER THINKS ABOUT PRODUCT KNOWLEDGE OF SALES

STAFF AT DIGIWORLD.

This table reveals the opinion of customers about PRODUCT KNOWLEDGE of sales staff at a

DIGIWORLD store.

TABLE NO 6

PERCEPTION OF CUSTOMER ABOUT SALES STAFF PRODUCT KNOWLEDGE


VERY GOOD 2 2

GOOD 74 74

AVERAGE 18 18

CAN BE IMPROVED 6 6

POOR 0 0

BAR CHART-3


IMPROVED

2

74

186

PRODUCT KNOWLEDGE

Series1


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Out of 100 respondents who answered the questionnaire, 74% thinks that DIGIWORLD sales

staff are product knowledge wise good,2% says very good,28% says average,2% says can be

improved . By this question it reveals that product knowledge wise DIGIWORLD sales staff

are above average.


WHAT CUSTOMER THINKS ABOUT COMMUNICATION SKILLS OF SALES

STAFF AT DIGIWORLD.

This table describes the communication skills of sales staff at DIGIWORLD.

PERCEPTION OF CUSTOMER ABOUT SALES STAFF COMUNICATION SKILL


VERY GOOD 2 2

GOOD 74 74

AVERAGE 19 19

CAN BE IMPROVED 5 5

POOR

BAR CHART -4

From the Table-7, Bar Chart-24depicted above,


IMPROVED

2

74

19

5

COMMUNICATION SKILL

Series1


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Out of 100 respondents who answered the questionnaire, 74% thinks that

DIGIWORLD sales staff are COMMUNICATION wise good,2% says

very good,19% says average,5% says can be improved . By this question

it reveals that COMMUNICATION wise DIGIWORLD sales staff areabove average.



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UNDERSTANDING SALES STAFF

PERCEPTION AND SATISFACTION

LEVEL AT DIGIWORLD


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10. Findings of the Study


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Findings of the Study

After completing the survey and analyzing the responses of the persons contacted. I came across the

following facts

Consumer life style and spending pattern are changing, more and more customers arepurchasing more ticket size product.

Most of customers belong to an age group of 25-50 Most customer come to DIGIWORLD for better price and value for money. DIGIWORLD sales staffs are attitude wise good but still they need training and other

managerial guidance to improve their approach and product knowledge.

Most of the customers complained--- In DIGIWORLD Price is different from one DIGIWORLD to another DIGIWORLD store Product assortment is not good. Arrangement of products is not systematic. Videocon LED products are not available in sufficient amount Store opening time should be earlier. Most of the customers were not too happy with level of service. Maximum time A.C. doesnt work properly. Products are not updated; new launched products are not available.


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SALES STAFF- Age Wise:-

This Table reveals about age group of sales staff at DIGIWORLD.

Age Group of Sales staff

Age Group No. of sales staff % of Respondents

20-25 4 3625-30 5 46

30-35 2 18

Out of 10 sales staff 36% comes under at an age group of 20-25,18% comes under at

an age group of 30-35,46% comes under at an age group of 25-30.So here it reveals

that most of the sales staff are youth.

20-25

36%

25-30

46%

30-35

18%

AGE


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SALES STAFF- Gender Wise:-

Table-2

GENDER

GENDER No. of sales staff % of Respondents

MALE 9 82FEMALE 2 18

Out of 11 sales staff 82% are male and only 18% are female. So here we can say that

in Mumbai & Sub-urbs maximum sales staff are male.

18%

82%

GENDER

MALE FEMALE


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SALES STAFF- Qualification :-

QUALIFICATION

QUALIFICATION No. of sales staff % of RespondentsINTER 5 46

10 TH PASS 2 18

GRADUATE 4 36

From 11 sales staff 46% are inter pass,36% are graduate , and 18% are 10 th pass.

46%

18%

36%

Chart Title

INTER 10 TH PASS GRADUATE


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SALES STAFF- feed back about DIGIWORLD:-

FEEDBACK OF SALES STAFF ABOUT DIGIWORLD

FEEDBACK No. of sales staff % of RespondentsVERY GOOD 4 9

MULTIBRAND 2 36.5

VALUE FOR 4 36.5

ANY OTHER 1 9

Out of 11 sales staff 36.5 % sales staff feel that DIGIWORLD is a value for money store,9%

thinks its a good idea,36.5% thinks its an multibrand outlet & rest 9 % thinks other.

9%

36.5%

36.5%

18%

Chart Title

VERY GOOD IDEAS VALUE FOR MONEY

MULTIBRAND OUTLET ANY OTHER


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SALES STAFF-SATISFACTION ABOUT TEIR JOB AT DIGIWORLD:-

SATISFACTION

SATISFIED No. of sales staff % of RespondentsYES 10 91NO 1 9

Out of 11 sales staff 10 sales staff are satisfied with their job, it does mean that 91%employee

are satisfied with their job.

91%

9%

Chart Title

YES NO


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SALES STAFF-REQUIREMENT To Improve Sale:-

SUGGESTION

REQUIREMENT No. of sales staff % of RespondentsMARKETINGSUPPOR

2 18MORE PRODUCT 3 28

PRICING SUPPORT 2 18REPLENISHMENT 3 27

AFTER SALE 1 9

Out of 11 sales staff in different store 28% needs more product,27 % needs proper product

replenishment,9 % needs after sales service,18 % sales staff needs more marketing support.

18%

28%

18%

27%

9%

REQUIREMENT TO IMROVE SELL

MORE MARKETING SUPPORT MORE PRODUCT

PRICING PRODUCT PROPER PRODUCT REPLANISHMENT

AFTER SALES SERVICE


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IF OPTION GIVEN WHERE SALES STAFFS WOULD LIKE TO WORK APART

DIGIWORLD

SALES STAFF PREFERD STORE TO WORK WITH

PREFFERD No. of sales staff % of Respondents

VIJAY SALES 4 37CROMA 1 9

SNEHANJALI 1 9

RELIANCE 2 18

ANY OTHER 3 27

If option given 37% sales staff said they would like to work with Vijay sales, which is the

highest,18 % told Reliance Digital,9% said Croma & 9% said Snehanjali,27% told any other.

9%

37%

9%

18%

27%

PREFERED STORE BY SALES STAFF TO

WORK

CROMA VIJAY SALES SNEHANJALI RELIANCE DIGITAL ANY OTHER


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REASON TO WORK WITH OTHER STORE

REASON

REASON No. of sales staff % of Respondents

MORE SALARY 1 9FUTURE 7 64

COMPANY 1 9

INCENTIVE 2 18

BRAND NAME 0 0

Most of the sales staff told that main reason to work with other brand is future growth & the

% of respondent told this was 64%

9%

64%

9%

18%

Chart Title

MORE SALARY FUTURE GROWTH

COMPANY CULTURE INCENTIVE


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Findings of the Study

After completing the survey and analyzing the responses of the SALES STAFF contacted. I came

across the following facts

DIGIworld is a very new concept, so no employee has worked more than 18 months Most of the sales staff need pricing support, more marketing support and most

importantly proper product replenishment to improve their sell.

According to DIGIWORLD sales staff the salary and incentive structure is comparativelyless to other electronic store.

At wasai coco the ambiance is not proper.(e.g ac is not working. no proper pangram).

Most of the sales staff complained--- Less incentive no proper product replenishment lack of product availability comparatively less salary at wasai coco store no proper delegation of work less marketing support less pricing support


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12. Suggestions and

Recommendations


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People at DIGIWORLD, say that DIGIWORLD should employ experienced salesstaff so that they can better explain the quality and features of the products.

Some of the people find in-store environment of digiworld very dull, so try tomaintain nice store image which attracts the customers and it works in word of

mouth marketing for attracting more customers.

Variety of products should be increased for better selection by the customers sothat customers can choose from a huge lot of items of different companies having

different features as the customers at DIGIWORLD complained more regarding

variety of products.

Store layout and planogram of vasai coco should be redesigned that a customercan have easy access to the product.

DIGIWORLD should provide membership card ( on that card one unique no.should be there and offer some point system on every purchase that will attract the

customers, through that DIGIWORLD can increase its sales.)

People generally search for the product on offer so the high margin product shouldbe up fronted that mean those item should be in the eye height so that it easily

catches the customers attention and generates impulse purchase.

To improve Product visualization the Company should do visual merchandising inbetter way.

DIGIWORLD should do more intensive advertisement through pamphlets, localnewspaper, banners, FM Radio, Kiosks for creating more awareness.

Variety of products should be increased with deep assortment for better selectionby the customers so that customers can choose from huge lot of items of different

companies having different features.

Customers are very eager to know about offers, discount schemes provided onconsumer durable and home appliances then DIGIWORLD should do better

marketing for creating awareness about offers and discount schemes.

Complained and feedback should be taken care in well manner to create theloyalty and goodwill.

Merchandise should be arranged properly. Company should give information to the customers through the marketing

gimmick (sms) using database of customers.


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13. Limitations of the Study


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Limitations of the Study

Following are the few limitation of the particulars research study.

The sample size chosen is limited to 100 for customer only because of time andfinancial constraint.

98% respondent were male This study was based purely in the store at Vasai, Mira road, Bhyndar,Ullash

Nagar,

o Bandra,Kalyan,Borivali,Dombivali DIGIWORLD. Data collected may not be a representation of the entire population. The time duration for this project was only for a period of 45 days.. This study was limited to the capabilities and willingness of the respondents in

appropriately answering the questions and information given by respondents

may be correct and may not be correct.

For employee I only took 11 sample .


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14. Conclusion


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CONCLUSION

In the organized consumer durable and home appliance market of Mumbai and its

sub-urb, VIDEOCON has come up with DIGIWORLD , giving good competition to

its competitors like Vijay Sales,Croma,Reliance Digital, Snehanjali and other

electronic outlets. In the near future, it plans to open many stores in Mumbai and its

sub-urbs. Many more competitors has entered the market and many are about to enter

the market, making DIGIWORLDs journey even tougher. Hence, DIGIWORLDs

has to take some important steps to overcome its problem areas and implement the

suggestions before the existing and new retailers grab the opportunity making

DIGIWORLDs existence even more challenging.

To sum up, DIGIWORLD is facing tough competition from its competitors Vijay

Sales, Croma, Reliance Digital, etc, who have grabbed half of the market by

establishing its stores in prime area of the city. Digiworld has to do intensive media

advertisements by roping in celebrities as brand ambassadors to create awareness of

its existence, since most of the customers came to know only through friends and

family.


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Bibliography

Books:-

Marketing Management (13th

Edition) - By Philip Kotler, Keller, Koshy and Jha

Principles of Marketing (11th

Edition) By Philip Kotler and Gary Armstrong

Research Methodology -- C.R. Kothari

The Art of Retailing - A.J. Lamba

Reference:-

www.google.com

www.videocon.com

www.indiaretailing.com

www.retailindustry.com

www.edigiworld.com
http://www.google.com/http://www.google.com/http://www.videocon.com/http://www.videocon.com/http://www.indiaretailing.com/http://www.indiaretailing.com/http://www.retailindustry.com/http://www.retailindustry.com/http://www.edigiworld.com/http://www.edigiworld.com/http://www.edigiworld.com/http://www.retailindustry.com/http://www.indiaretailing.com/http://www.videocon.com/http://www.google.com/


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project report on digiworld at mumbai

Documents