TABLE OF CONTENT

S.NO.
1

Description
CHAPTER NO. 1 Introduction to topic Objective i!it"tion# CHAPTER NO. 2 Co!p"n$ Pro%i&e CHAPTER NO. 3 Re#e"rc) *et)odo&o+$ CHAPTER NO. ' An"&$#i# . Interpret"tion CHAPTER NO. / Conc&u#ion 0indin+# 1u++e#tion#

Page No.
6-32 7 31 32 33-36 3' 37-3( 3, '--6, '1 6(-76 772 7/ 77-7, 7(-,3

2 3 ' /

6 7

2ib&io+r"p)$ Anne3ure

Executive Summary
A# cu#to!er# t"#te# "nd pre%erence# "re c)"n+in+4 t)e !"r5et #cen"rio i# "&#o c)"n+in+ %ro! ti!e to ti!e. Tod"$6# !"r5et #cen"rio i# ver$ di%%erent %ro! t)"t o% t)e !"r5et #cen"rio be%ore 1((-. T)ere )"ve been !"n$ %"ctor# re#pon#ib&e %or t)e c)"n+in+ !"r5et #cen"rio. It i# t)e cu#to!er# c)"n+in+ t"#te# "nd pre%erence 7)ic) )"# bou+)t in " c)"n+e in t)e !"r5et. Inco!e &eve& o% t)e peop&e )"# c)"n+ed8 &i%e #t$&e# "nd #oci"& c&"## o% peop&e )"ve co!p&ete&$ c)"n+ed no7 t)"n t)"t o% o&den d"$#. T)ere )"# been " #)i%t in t)e !"r5et de!"nd in tod"$6# 7or&d. Tec)no&o+$ i# one o% t)e !"jor %"ctor# 7)ic) i# re#pon#ib&e %or t)i# p"r"di+! #)i%t in t)e !"r5et. Tod"$6# +ener"tion peop&e "re no !ore dependent on )""t !"r5et "nd %"r o%% dep"rt!ent"& #tore#. Tod"$ 7e c"n #ee " ne7 er" in !"r5et 7it) t)e openin+ up o% !"n$ dep"rt!ent"& #tore#4 )$per !"r5et4 #)opper6# #top4 !"&&#4 br"nded ret"i& out&et# "nd #peci"&t$ #tore#. In tod"$6# 7or&d #)oppin+ i# not "n$ !ore tire#o!e 7or5 r"t)er it6# " p&e"#"nt outin+ p)eno!enon no7.

*$ #tud$ i# b"#ed on " #urve$ done on cu#to!er# o% " )$per!"r5et n"!ed 2i+ 2"99"r. 2i+ 2"99"r i# " ne7 t$pe o% !"r5et 7)ic) c"!e in to e3i#tence in Indi" #ince 1(('. It i# " t$pe o% !"r5et 7)ere v"riou# 5ind# o% product# "re "v"i&"b&e under one roo%.

CHAPTE ! "

'

"NT OD#CT"ON ABO#T THE TOP"C

It e!er+ed "# t)e &e"din+ ret"i&er in Indi" 7it) it# c)"in o% P"nt"&oon4 "nd 0ood 2"9""r #tore#. :it) t)e ri+)t !i3 o% !"n"+e!ent c"p"bi&itie#4 )i+) +ro7t) product pro%i&e4 7e&&deve&oped #tr"te+$ "nd e3ten#ive IT "nd &o+i#tic# c"p"bi&itie#4 7)i&e !o#t or+"ni9ed ret"i&er# "re #tru++&in+ to be in b&"c54 it de!on#tr"ted " con#i#tent tr"c5 record o% pro%it"b&e +ro7t).

CO$PAN% ESEA CH
PRI )"# c)"&5ed out "n "++re##ive e3p"n#ion p&"n to incre"#e it# ret"i& #p"ce to over 147'-4--- #;.%t. over t)e ne3t t7o $e"r#. 1p"ce %or "ddition"& ' P"nt"&oon6#4 112i+ 2"99"r# "nd 2 0ood 2"9""r6# )"# "&re"d$ been %in"&i9ed4 "nd t)e#e 7ou&d be Oper"tion"& ove"r#. PRI "i!# to #et up over 3- 0ood 2"9""r6# "nd i# #coutin+ %or "ppropri"te

&oc"tion# %or t)e #"!e. A%ter popu&"ri9in+ t)e concept o% )$per!"r5et in Indi"4 PRI i# no7 "&#o #ettin+ up " ne7 %or!"t #)oppin+ !"&& in t)e countr$ under t)e n"!e <Centr"&6. T)e %or!"t 7ou&d be on t)e &ine# o% " 1e&%rid)e# in ondon or " Centr"& *"&& in 2"n+5o5. T7o !"&&# o%

1--4--- "nd 2'-4--- #;.%t. "re bein+ #et up in 2"n+"&ore "nd H$der"b"d re#pective&$

Diversity o& pro'uct range (i)) ensure pro&ita*)e vo)ume gro(t+

To "c)ieve better return on ret"i& #p"ce4 PRI u#e# cert"in product c"te+orie# "# !"r+in !"n"+er# "nd cert"in product c"te+orie# to +ener"te tr"%%ic. T)e %ood "nd +rocerie# bu#ine## 7i&& "ct "# 5e$ vo&u!e +ro7t) driver 7)i&e )i+) #)"re o% "pp"re& =7)ic) "ccount %or over ,-> #"&e# in P"nt"&oon 1tore# "nd '-> in 2i+ 2"99"r? 7i&& en"b&e PRI to

!"int"in )i+) !"r+in#. T)e !"n"+e!ent )"# de!on#tr"ted it# "bi&it$ to i!prove #toc5 turnover# in bot) t)e %or!"t# #ucce##%u&&$4 7)ic) )"# en"b&ed #i+ni%ic"nt !"r+in i!prove!ent.

Fu))y integrate' va)ue c+ain an' o(n )a*e)s give competitive e'ge
PRI )"# " co!p&ete&$ inte+r"ted v"&ue c)"in in "pp"re&# %ro! %"bric !"nu%"cturin+ to "pp"re& !"nu%"cturin+4 br"ndin+4 di#tribution to ret"i&in+. T)e co!p"n$ contro&# t)e tot"& v"&ue c)"in %ro! $"rn to "pp"re& ret"i&in+ )"t +ive# " co!petitive ed+e in ter!# o% #peed o% de&iver$4 &o7er inventor$ c"rr$in+ co#t# "nd better re"&i9"tion#. A&#o4 &"r+e p"rt o% PRI 6#"pp"re& revenue# co!e# %ro! o7n priv"te &"be&#. PRI )"# deve&oped #i+ni%ic"nt co!petencie# in "pp"re& br"ndin+ over " period o% ti!e "nd )"# deve&oped o7n &"be&# =@o)n *i&&er4 1)ri#)ti4 2"re4 Ann"be&&e4 A0 ? in "&& t)e "pp"re& product c"te+orie#. :or&d7ide4 priv"te &"be&# +ive )i+)er !"r+in to ret"i&er# t)"n t)e n"tion"& br"nd#. A&#o +ro7t) o% priv"te &"be&# i# %"#ter "# ret"i&er contro&# #)e&% #p"ce "nd vi#ibi&it$. Ot)er initi"tive# #uc) "# %"#ter turnover o% #toc5# b$ introducin+ 6 #e"#on# in " $e"r ="+"in#t 2 e"r&ier? )"# )e&ped in brin+in+ do7n inventor$ &eve&# "nd "t t)e #"!e ti!e providin+ 7ider c)oice to cu#to!er "nd i!provin+ %re;uenc$ o% cu#to!er vi#it#.

Hig+ sca)a*i)ity o& *usiness mo'e) , mu)tip)ier e&&ect (i)) set in

1i9e "nd #c"&e drive econo!ie# on procure!ent "nd &o7er &o+i#tic# co#t#4 7)ic) en"b&e# " ret"i&er to de&iver better v"&ue to cu#to!er#. T)e )$per-!"r5et %or!"t )"# !uc) )i+)er #c"&"bi&it$ "# co!p"red to t)e pure "pp"re& ret"i&in+ %or!"t. A&#o4 t)e potenti"& to e3p"nd "nd #c"&e i# virtu"&&$ un&i!ited in t)e %ood . +rocer$ #e+!ent4 7)ere e%%iciencie# i!prove dr"!"tic"&&$ 7it) #c"&e "# t)e !u&tip&ier e%%ect #et# in. 0ood con#titute# t)e &"r+e#t e3penditure ite! =e#ti!"ted "t over /->? o% "n "ver"+e Indi"n6# !ont)&$ per#on"& e3penditure. Ho7ever4 t)e #)"re o% !odern ret"i& %or!"t# in t)e R#67--bn 0ood . Arocer$ !"r5et i# " !inu#cu&e -.3>4 reve"&in+ t)e )i+) +ro7t) potenti"& in t)e #e+!ent.

Ne( pro'uct categories an' innovative tie!ups to ai' gro(t+

PRI o%%er# &"r+e nu!ber o% product# to t)e cu#to!er to +ive t)e! better c)oice %or

#e&ection. Bi%%erent product c"te+orie# )"ve di%%erent dept) "nd 7idt) in !erc)"ndi#e o%%erin+. 2e#ide#4 PRI )"# tied up 7it) 1)op-in-1)op p"rtner# in it# 2i+ 2"99"r #tore#. 1o!e product c"te+orie# 7)ere t)e co!p"n$ doe# not )"ve core co!petenc$ or doe# not 7"nt to inve#t4 but 7ou&d "ttr"ct cu#to!er# "re c"tered t)rou+) t)e#e p"rtner#. Eventu"&&$4 in t)e &on+ run4 t)e Co!p"n$ !"$ !"n"+e #o!e o% t)e#e product c"te+orie# on it# o7n "# vo&u!e# +ro7 "nd it deve&op# co!petencie# in t)e#e bu#ine##e#. 1)op-in-1)op p"rtner# t$pic"&&$ p"$ " %i3ed rent"& %or t)eir #p"ce "nd #)"re " p"rt o% t)eir pro%it#. 2$ e3p"ndin+ t)e r"n+e o% product o%%erin+# "nd ret"i& %or!"t#4 PRI tod"$ )"# been "b&e to t"r+et " !uc) &"r+er #)"re o% t)e con#u!er6# b"#5et ="bout 7-> "# "+"in#t &e## t)"n ,> in 1(('?. 7

PRI 7i&& be "ddin+ ne7 product c"te+orie# to it# bu#ine## in bot) P"nt"&oon# "# 7e&& "# 2i+ 2"99"r #tore#. Ao&d4 Inve#t!ent product#4 :)ite +ood# "nd App&i"nce#4 0oot7e"r 7i&& be t)e ne7 product c"te+orie# t)"t 7i&& be "dded. T)e#e product c"te+orie# 7i&& )e&p in i!provin+ :"&5 In6# into it# #tore# "nd +ener"te "ddition"& bu#ine## %ro! t)e e3i#tin+ c"te+orie# too.

Competition &rom g)o*a) p)ayers (ou)' pose a ma-or t+reat

*o#t +&ob"& ret"i&in+ !"jor# )"ve been 5een on enterin+ into t)e )u+e unt"pped Indi"n !"r5et. Ho7ever po&ic$ re#trict# Birect 0orei+n Inve#t!ent in t)e #ector. T)ere i# " )i+) &i5e&i)ood o% t)e Aovern!ent &i%tin+ re#triction on 0BI into t)e ret"i& #ector in t)e ne"r %uture. Entr$ o% t)e#e %orei+n +i"nt# - 7it) #i+ni%ic"nt e3perience "nd #5i&&# in ret"i& !"n"+e!ent 7ou&d incre"#e co!petition %or PRI . Ho7ever4 7e be&ieve t)"t +iven t)e 7ide&$ di#per#ed "nd )etero+eneou# n"ture o% Indi"n !"r5et#4 " %orei+n entr"nt 7ou&d %ind it e3tre!e&$ di%%icu&t to e#t"b&i#) " n"tion"& pre#ence. P"nt"&oon 7it) it# e"r&$ !over "dv"nt"+e "nd under#t"ndin+ o% &oc"& !"r5et# i# 7e&& entrenc)ed to ret"in )i+) cu#to!er #)"re. P"nt"&oon Ret"i& =Indi"? i!ited =PRI ? 7"# incorpor"ted on October 124 1(,7 "# *"n9 :e"r Priv"te i!ited under t)e #te7"rd#)ip o% *r. Ci#)ore 2i$"ni. It 7"# converted into " pub&ic &i!ited co!p"n$ in 1epte!ber4 1((1. T)e co!p"n$ #o&d br"nded +"r!ent# under P"nt"&oon4 2"re "nd @o)n *i&&er br"nd#. PRI #et up it# %ir#t !en#7e"r P"nt"&oon 1)oppe out&et in 1((3. T)e co!p"n$6# n"!e 7"# c)"n+ed to P"nt"&oon Ret"i& =Indi"? i!ited in 1(((4 7)en it !"de " %u&& %&ed+ed entr$ into t)e ret"i& #e+!ent t)rou+) t)e P"nt"&oon# 0"!i&$ 1tore.

Panta)oon etai) ."n'ia/ Lt'0 Co!p"n$ 1n"p#)ot

Business

Description0

P"nt"&oon Ret"i& =Indi"? td. T)e Co!p"n$D# princip"& "ctivit$ i# to oper"te c)"in ret"i&# #tore# in n"!e# o% 2i+ 2"99"r4 0ood 2"9""r4 Centr"& "nd P"nt"&oon#. T)e 2i+ 2"99"r i# t)e di#count #tore 7)ic) o%%er# " 7ide r"n+e o% product# under one roo%. T)e product# inc&ude "pp"re&# "nd non-"pp"re&# #uc) "# uten#i&#4 #port# +ood# "nd %oot7e"r. T)e Co!p"n$ "&#o )"# it# pre#ence into +o&d ret"i&in+ b$ &"unc)in+ Ao&d 2"9""r. T)e Co!p"n$D# 0ood 2"9""r provide# " r"n+e o% %ood "nd +rocer$ product# r"n+in+ %ro! %re#) %ruit# "nd ve+et"b&e#4 #t"p&e#4 0*CA product# "nd re"d$-to-coo5 product#. T)e Centr"& o%%er# " c)"in o% #tore# inc&udin+ boo5# "nd !u#ic #tore#4 +&ob"& br"nd# in %"#)ion4 #port# "nd &i%e#t$&e "cce##orie#4 +rocer$ #tore "nd re#t"ur"nt#. T)e P"nt"&oon ret"i& #tore# %ocu# &"r+e&$ "pp"re&# "nd "cce##orie#.

About P"nt"&oon Ret"i& =Indi"? td

P"nt"&oon Ret"i& =Indi"? i!ited i# " &e"din+ ret"i&er 7it) " turnover o% R#. 1-,, crore# %or t)e %in"nci"& $e"r endin+ @une 2--/. T)e co!p"n$ i# )e"d;u"rtered in *u!b"i "nd )"# " pre#ence in i%e#t$&e Ret"i&in+ t)rou+) 1, P"nt"&oon# 1tore#4 3 Centr"& *"&&# in 2"n+"&ore4 H$der"b"d "nd Pune. In E"&ue Ret"i&in+ it i# pre#ent t)rou+) 2' 2i+ 2"99"r )$per!"r5et#43, 0ood 2"9""r# "nd 2 0"#)ion 1t"tion#. PRI )"# " n"tion"& pre#ence 7it) 2.6 !i&&ion #;u"re %eet o% ret"i& #p"ce "cro## 2' citie#.

Panta)oon0 Fas+ion *y Panta)oon

P"nt"&oon i# t)e co!p"n$D# dep"rt!ent"& #tore "nd p"rt o% &i%e #t$&e ret"i& %or!"t. In %"ct4 PRI too5 it# ver$ initi"& #tep# in t)e ret"i& journe$ b$ #ettin+ up t)e %ir#t P"nt"&oon #tore in Co&5"t" in 1((7. In " #)ort ti!e P"nt"&oon )"# been "b&e to c"rve " #peci"& p&"ce %or it #e&% in t)e )e"rt# "nd !ind# o% t)e "#pir"tion"& Indi"n cu#to!er#. T)e co!p"n$ )"# dept) o% o%%erin+ %or bot) !en "nd 7o!en "t "%%ord"b&e price#. A #tri5in+ c)"r"cteri#tic o% P"nt"&oon )"# been t)e #tren+t) o% it# priv"te &"be& pro+r"!!e. @o)n *i&&er4 Aji&e. 1cott#vi&e4 o!b"rd4 Ann"be&&e "re #o!e o% t)e #ucce##%u& br"nd# cre"ted b$ t)e

co!p"n$. :it) 13 #tore# "cro## t)e countr$ "nd "n ever-incre"#in+ #t"b&e o% priv"te br"nd#4 P"nt"&oon - in t)e co!in+ $e"r# i# poi#ed to beco!e " &e"din+ %"#)ion trend#etter.

Big Ba11ar0 "s se sasta aur ac+a 2a+in na+in

2i+ 2"99"r i# t)e co!p"n$6# %or"$ into t)e 7or&d o% )$per!"r5et di#count #tore#4 t)e %ir#t o% it# 5ind in Indi". Price "nd t)e 7ide "rr"$ o% product# "re t)e F1P6# in 2i+ 2"99"r. C&o#e to t7o &"5) product# "re "v"i&"b&e under one roo% "t price# &o7er b$ 2 to 6- per cent over t)e corre#pondin+ !"r5et price#. T)e )i+) ;u"&it$ o% #ervice4 +ood "!bience4 i!p&icit +u"r"ntee# "nd continuou# di#count pro+r"!!e# )"ve )e&ped in c)"n+in+ t)e %"ce o% t)e Indi"n ret"i&in+ indu#tr$. A &e"din+ %orei+n bro5in+ )ou#e co!p"red t)e ru#) "t 2i+ 2"99"r to t)"t o% " &oc"& #uburb"n tr"in.

1-

Foo' Ba1aar , 3+o)esa)e prices

0ood 2"9""r6# core concept i# to cre"te " b&end o% " t$pic"& Indi"n 2"9""r "nd Intern"tion"& #uper!"r5et "t!o#p)ere 7it) t)e objective o% +ivin+ t)e cu#to!er "&& t)e "dv"nt"+e# o% Gu"&it$4 R"n+e "nd Price "##oci"ted 7it) &"r+e %or!"t #tore# "nd "&#o t)e co!%ort to 1ee4 Touc) "nd 0ee& t)e product#. T)e co!p"n$ )"# recent&$ &"unc)ed "n "++re##ive priv"te &"be& pro+r"!!e 7it) it# o7n br"nd# o% te"4 #"&t4 #pice#4 pu&#e#4 j"!#4 5etc)up# etc. :it) unbe"t"b&e price# "nd v"#t v"riet$ =t)ere "re '2 v"rietie# o% rice on #"&e?4 0ood 2"9""r )"# proved to be " )it 7it) cu#to!er# "&& over t)e countr$.

2i+ 2"99"r
2i+ 2"99"r i# " c)"in o% #)oppin+ !"&&# in Indi"4 o7ned b$ t)e P"nt"&oon Aroup "nd 7)ic) 7or5 on :"&-*"rt t$pe econo!ie# o% #c"&e. T)e$ )"ve )"d con#ider"b&e #ucce## in !"n$ Indi"n citie# "nd #!"&& to7n#. 2i+ 2"99"r provide# ;u"&it$ ite!# but "t "n "%%ord"b&e price. It i# " ver$ innov"tive ide" "nd t)i# )$per!"r5et )"# "&!o#t "n$t)in+ under one roo%H.App"re&4 0oot7e"r4 To$#4 Hou#e)o&d App&i"nce# "nd !ore. T)e "!bience "nd cu#to!er c"re "dd# on to t)e #)oppin+ e3perience.

11

"s Se Sasta Aur Acc+a 4a+in Na+in 55 3+at6s in store &or you at Big Ba11ar7

147-4--- product# "t 6- 6- > di#count.

At 2i+ 2"99"r4 $ou 7i&& +et I A 7ide r"n+e o% product# "t 6 J 6- > &o7er t)"n t)e corre#pondin+ !"r5et price4 coup&ed 7it) "n intern"tion"& #)oppin+ e3perience. "& you 'ea) in t+e categories mentione' t+ere6s a *ig 'ea) o& success &or you. Pro'ucts avai)a*)e in Big Ba11ar

App"re& "nd Acce##orie# %or *en4 :o!en "nd C)i&dren. 2"b$ Acce##orie#. To$# Co#!etic# Croc5er$ Ho!e Te3ti&e# Ho!e Need# u++"+e inen# 1"ree# 1t"tioner$ Ften#i&# . Fti&itie#

Bre## *"teri"&# 1uitin+ . 1)irtin+ Hou#e)o&d App&i"nce# E&ectric"& Acce##orie# E&ectronic# 0oot7e"r Hou#e)o&d P&"#tic# H"rd7"re Ho!e Becor

12

Foo' Ba1aar8s core concept i# to cre"te " b&end o% " t$pic"& Indi"n 2"9""r "nd Intern"tion"& #uper!"r5et "t!o#p)ere 7it) t)e objective o% +ivin+ t)e cu#to!er "&& t)e "dv"nt"+e# o% Gu"&it$4 R"n+e "nd Price "##oci"ted 7it) &"r+e %or!"t #tore# "nd "&#o t)e co!%ort to 1ee4 Touc) "nd 0ee& t)e product#.

6FOOD BA9AA 6 " divi#ion o% P"nt"&oon Ret"i& Indi"

td i# " c)"in o% &"r+e

#uper!"r5et# 7it) " di%%erence. It 7"# %&"++ed o%% in Apri&D-2.:it) #tore #i9e# r"n+in+ %ro! ,4--- #; %t to 1/4--- #;. %t. in *u!b"i =t7o #tore#?4 Co&5"t"4 2"n+"&ore . H$der"b"d4 it i# openin+ !ore #tore# "t Aur+"on =Be&)i?4 Ne7 2o!b"$ . N"+pur. It current&$ c"ter# to over 1.2 !i&&ion cu#to!er# ever$ d"$ "cro## ' out&et# in Indi" "nd i# #oon #et to e3p"nd "nd doub&e t)i# %i+ure "cro## , out&et# "&& over t)e countr$ b$ @une 2--3. 0ood 2"9""r o%%er# t)e Indi"n con#u!er t)e be#t o% :e#tern "nd Indi"n v"&ue#. T)e 7e#tern v"&ue# o% convenience4 c&e"n&ine## "nd )$+iene "re o%%ered t)rou+) pre p"c5ed co!!oditie# "nd t)e Indi"n v"&ue# o% K1ee- Touc)- 0ee&K "re o%%ered t)rou+) t)e L*"ndiM "t!o#p)ere cre"ted b$ di#p&"$in+ #t"p&e# out in t)e open4 "&& "t ver$ econo!ic"& "nd "%%ord"b&e price# 7it)out "n$ co!pro!i#e on ;u"&it$. T)i# #"ti#%ie# t)e Indi"n 13

con#u!er "nd co!%ort# )er be%ore !"5in+ )er %in"& bu$in+ deci#ion. At ot)er #uper !"r5et#4 t)e con#u!er i# deprived o% t)i# %"ctor.

Tru&$ t)e Indi"n con#u!er no7 "+ree# 7it) 0ood 2"9""rI :A* ;+ar C+a)aana 2itna Aasaan<. T)i# po#itionin+ p&"t%or! o% 0ood 2"9""r i# evident %ro! t)e )i+)er di#count# "nd t)e 7)o&e#"&e price-point# 7)ic) i# be&o7 *RP. 0ood 2"9""r repre#ent# t)e co!p"n$6# entr$ into %ood ret"i& "nd i# t"r+eted "cro## "&& c&"##e# o% popu&"tion. 0ood 2"9""r rep&ic"te# " &oc"& <!"ndi64 to provide t)e !uc) i!port"nt <touc) . %ee&6 %"ctor 7)ic) Indi"n )ou#e7ive# "re u#ed to in t)e &oc"& b"9""r. 0ood 2"9""r )"# over /-4--- #toc5 5eepin+ unit# 7)ic) cover +rocer$4 0*CA product#4 !i&5 product#4 juice#4 te"4 #u+"r4 pu&#e#4 !"#"&"#4 rice 7)e"t etc4 be#ide# %ruit# "nd ve+et"b&e#. A&& product# "re #o&d be&o7 *RP "nd di#count# r"n+e bet7een 2> to 2->. 0ruit# "nd ve+et"b&e# "re #o&d "t price# co!p"r"b&e to 7)o&e#"&e price#.

1'

etai)ing

THE Indi"n con#u!er cou&d 7e&& be cro7ned Cin+ 7it) "&& econo!ic indic"tor# in t)e ri+)t p&"ce. Gueuin+ up %or t)e coron"tion cere!on$ "re " !u&titude o% +&ob"& co!p"nie# t)"t "re &oo5in+ "t Indi" "# t)e ne3t con#u!er !"r5et po7er)ou#e. And it #ee!# to be t)e ret"i& #ector t)"t 7i&& +ive t)e de#i con#u!er ro$"& #t"tu#.

In t)i# #tud$ I 7i&& tr$ to %ind out t)e pre#ent #cen"rio o% ret"i& !"r5et in Indi". T)i# project 7i&& +ive %ocu# on t)e +&ob"& #cene to ret"i& indu#tr$ "nd 7)"t 7i&& drive t)e +ro7t) o% indu#tr$ in t)e %uture.

Ret"i&in+ i# t)e %in"& #tep in t)e di#tribution o% !erc)"ndi#e4 t)e &"#t &in5 in #upp&$ c)"in J connectin+ t)e bu&5 procedure# o% co!!oditie# to t)e %in"& con#u!er#.

Ret"i&in+ in Indi" i# t)orou+)&$ unor+"ni#ed. T)ere i# no #upp&$ c)"in !"n"+e!ent per#pective. Accordin+ to " #urve$ b $ AT Ce"rne$4 "n over7)e&!in+ proportion o% t)e

1/

R#. '--4--- crore ret"i& !"r5et i# FNORAANI1EB. In %"ct4 on&$ " R#. 2-4--- crore #e+!ent o% t)e !"r5et i# or+"ni#ed. 0ro! " #i9e o% on&$ R#.2-4--- crore4 t)e ORAANI1EB ret"i& indu#tr$ 7i&& +ro7 to R#. 16-4--- crore b$ 2--/. T)e TOTA ret"i& !"r5et4 )o7ever4 "# indic"ted "bove 7i&& +ro7 2- per cent "nnu"&&$ %ro! R#. '--4--- crore in 2--- to R#. ,--4--- crore b$ 2--/

A #tud$ b$ *cCin#e$ point# out t)"t Indi"D# !"r5et %or con#u!er +ood# cou&d re"c) " 7)oppin+ N'-- bi&&ion b$ 2-1- - !"5in+ it one o% t)e %ive &"r+e#t in t)e 7or&d. 0urt)er4 CP*A in " recent report tit&ed OCon#u!er *"r5et# in Indi" - t)e ne3t bi+ t)in+PD )"# #"idI KIndi" repre#ent# "n econo!ic opportunit$ on " !"##ive #c"&e4 bot) "# " +&ob"& b"#e "nd " do!e#tic !"r5et.K T)e report4 )o7ever4 %ind# t)"t t)e ne3t &e"p in t)e +ro7t) o% t)e con#u!er !"r5et 7i&& be #pe"r)e"ded b$ t)e c)"n+in+ d$n"!ic# o% t)e ret"i& #ector. KCo!p"nie# e3pect t)"t t)e ne3t c$c&e o% c)"n+e in Indi"n con#u!er !"r5et# 7i&& be t)e "rriv"& o% %orei+n p&"$er# in con#u!er ret"i&in+. A&t)ou+) 0BI re!"in# )i+)&$ re#tricted in ret"i&in+4 !o#t co!p"nie# be&ieve t)"t 7i&& not be %or &on+4K #"$# Beep"n5"r 1"n7"&5"4 E3ecutive Birector "nd He"d - Con#u!er *"r5et#4 CP*A Indi".

0BI in ret"i& )"# once "+"in be+un to "ppe"r i!!inent %o&&o7in+ Pri!e *ini#ter *"n!o)"n 1in+)D# recent intervie7 to *cCin#e$4 in 7)ic) )e e3pre##ed con%idence t)"t )e 7ou&d be "b&e to +et t)e e%t p"rtie# on bo"rd on t)e !"tter. CP*A i# in %"ct +oin+ ")e"d 7it) it# p&"n# to conduct " #erie# o% %ive ro"d#)o7# in t)e F1 "nd " %e7 countrie#

16

in Europe to )o&d di#cu##ion# "bout t)e opportunitie# in Indi"D# con#u!er !"r5et#4 e#peci"&&$ in ret"i&. And t)e nu!ber# do &end credence to t)e ent)u#i"#!. T)e Econo!i#t Inte&&i+ence Fnit =EIF? countr$ brie%in+ on Indi"4 2--/4 e#ti!"te# t)e ret"i& !"r5et in Indi" 7i&& +ro7 %ro! N3(' bi&&ion in 2--/ to N6-,.( bi&&ion in 2--(. In %"ct4 CP*A %ind# t)"t t)e or+"ni#ed ret"i& #ector in Indi" i# e3pected to +ro7 "t " )i+)er r"te t)"n ABP +ro7t) in t)e ne3t %ive $e"r#4 driven b$ c)"n+in+ &i%e#t$&e#4 #tron+ inco!e +ro7t) "nd %"vour"b&e de!o+r"p)ic p"ttern#. Accordin+ to EIF4 Indi" current&$ )"# !ore t)"n %ive !i&&ion ret"i&# out&et#4 out o% 7)ic) (6 per cent "re #!"&&er t)"n /-- #;. %t. 2ut t)i# #cen"rio i# c)"n+in+ %"#t. T)e #tructure o% ret"i&in+ i# deve&opin+ r"pid&$ 7it) !"&&# beco!in+ incre"#in+&$ co!!on in &"r+e citie#4 "nd deve&op!ent p&"n# bein+ projected "t 1/- ne7 #)oppin+ !"&&# b$ 2--,.

Emerging tren's in organi1e' retai)ing

Over t)e &"#t %ive $e"r#4 " nu!ber o% &"r+e bu#ine## +roup# #uc) "# T"t"6#4 RPA4 R")ej"6# "nd Pir"!"&6# )"# #et up #tore#Q!"&&# "nd bui&t bu#ine##e# 7it)in ret"i&. T)e#e! inc&ude t)e R#1.(bn 0ood :or&d - " &e"din+ #uper!"r5et c)"in #et up b$ RPA8 t)e R")ej"6# R#1.,bn 1)opper6# 1top - " !u&ti-br"nd dep"rt!ent"& out&et "nd t)e Cro##ro"d# *"&& #et up b$ t)e Pir"!"&6#. :)i&e !"n$ o% t)e#e initi"tive# 7ere initi"&&$ driven b$ t)e need to u#e e3i#tin+ re"& e#t"te4 t)e$ "re be+innin+ to "##u!e t)e contour# o% " #eriou# bu#ine## tod"$. 0ue& ret"i&er#4 not"b&$ 2PC "nd HPC "re "&#o e3p"ndin+ t)eir pre#ence %ro! %ue& ret"i& to +rocer$ "nd convenience #tore#. 1uit"bi&it$ o% &oc"tion4 opti!"& uti&i9"tion o% re"&

17

e#t"te4 diver#i%$in+ bu#ine## to reduce re&i"nce on t)e co!!odit$ n"ture o% %ue& ret"i& bu#ine## "nd i!prove !"r+in# "re t)e 5e$ %"ctor# t)"t )"# &e"d %ue& !"jor# to enter into t)e ret"i&in+. A&#o4 e3i#tin+ %"!i&$ o7ned bu#ine##e# "re e3p"ndin+ t)eir bu#ine##e#. T)e !ore #ucce##%u& o% t)e! "re t)e Ni&+iri# - " 2"n+"&ore b"#e %ood ret"i&er4 Eive5# - " '--$e"r o&d C)enn"i b"#ed c)"in #e&&in+ con#u!er dur"b&e# "nd N"ru&"6# - t)e %ood c)"in in Nort) Indi".

Intere#tin+&$4 !"nu%"cturer# "re "&#o &oo5in+ %or %or7"rd inte+r"tion "nd "re bui&din+ c)"in# "round br"nd#. 2r"nd# in "pp"re&4 %oot7e"r "nd dur"b&e# )"ve driven t)e +ro7t) o% #peci"&t$ c)"in# "nd up+r"ded e3i#tin+ !u&ti-br"nd out&et.

1,

T)eme for a mall

A&t)ou+) t)e ret"i& #ector in Indi" )i+)&$ %r"+!ented "nd con#i#t# predo!in"nt&$ o% #!"&&4 independent4 o7ner-!"n"+ed #)op#4 it )"ppen# to be t)e countr$D# #econd &"r+e#t e!p&o$er "%ter "+ricu&ture. T)e countr$ i# current&$ 7itne##in+ " boo! in ret"i&in+4 t)"n5# !"in&$ on "ccount o% "n incre"#e in t)e di#po#"b&e inco!e# o% !idd&e "nd upper-!idd&e c&"## )ou#e)o&d#.

*ore "nd !ore corpor"te )ou#e#4 inc&udin+ &"r+e re"& e#t"te co!p"nie#4 "re no7 enterin+ t)e ret"i& bu#ine## direct&$ or indirect&$. One #i+n o% t)e !oderni9"tion o% Indi"n ret"i&in+ i# t)e r"pid +ro7t) in t)e nu!ber o% #peci"&it$ !"&&# "nd t)e!e !"&&#. T)e Pir"!"&#4 T"t"#4 R")ej"#4 ITC4 1. Cu!"rD#4 RPA Enterpri#e#4 Aeren#4 O!"3e "nd !e+" ret"i&er# &i5e Cro##7ord#4 1)opperD# 1top "nd P"nt"&oon )"ve t"5en t)e &e"d in or+"ni9ed ret"i&in+.

1(

Emergence

o&

specia)ty

retai)ing

T)ou+) or+"ni#ed ret"i&in+ i# #ti&& "t " n"#cent #t"+e - "ccountin+ %or on&$ "round t7o per cent o% t)e N1,- bi&&ion ret"i& !"r5et in Indi" - it i# &i5e&$ to touc) 1- per cent b$ t)e end o% t)i# dec"de. 0our product c"te+orie# )"ve &ed t)e or+"ni#ed ret"i&in+ 7"veI %ood#4 "pp"re&4 &i%e#t$&e product#4 con#u!er dur"b&e# "nd e&ectronic#. In recent ti!e#4 #ever"& t)e!e !"&&# #uc) "# Ao&d 1ou5 =je7e&&er$ !"&&#?4 :eddin+ *"&&4 E&ectronic *"&&4 Auto *"&&4 etc c"terin+ to #peci%ic need# "nd occ"#ion# )"ve been co!p&eted or "nnounced.

*"n$ top deve&oper# "re no7 to$in+ 7it) t)e ide" o% deve&opin+ #peci"&it$ !"&&#. 1peci"&it$ !"&&# "re "&re"d$ " #ucce## in t)e :e#t4 7)ere"# t)e concept i# in it# in%"nc$ in Indi". One cou&d venture #o %"r "# to #"$ #peci"&it$ "nd t)e!e b"#ed ret"i&in+ 7i&& drive t)e +ro7t) o% or+"ni9ed ret"i&in+ in Indi".

O ;A"NSED ETA"L"N;
Or+"ni#ed ret"i&in+ +ot " &e+ up durin+ 2--' 7it) t)e openin+ o% ne7 %or!"t #tore#4 r"pid +ro7t) o% e3i#tin+ p&"$er#4 #t"rt-up o% ne7-+ener"tion #)oppin+ !"&&#4 t)e Aovern!entD# intention o% "&&o7in+ " cert"in &eve& o% %orei+n direct inve#t!ent in ret"i& "nd t)e %or!"tion o% " ret"i&er#D "##oci"tion. :it) con#u!er #enti!ent po#itive durin+ !o#t o% 2--'4 it &ed to #ub#t"nti"& #pendin+ "cro## " nu!ber o% c"te+orie# #uc) "# con#u!er dur"b&e#4 c&ot)in+ "nd &i%e#t$&e4 "uto!obi&e# "nd te&eco! product#. At t)e be+innin+ o%

2-

t)i# dec"de4 or+"ni#ed ret"i&in+ "ccounted %or " !ere N2.( bi&&ion in Indi". T)i# i# on&$ 1.2/ per cent o% t)e e#ti!"ted tot"& ret"i& !"r5et. B"; BA99A AT DELH" $ET O STAT"ONS

First time a Discount Hypermar2et opens at a $etro Station Panta)oon etai) opens = Big Ba11ars at 3a1irpur > "n'er)o2 $etro stations in De)+i P"nt"&oon Ret"i& =Indi"? i!ited4 t)e countr$6# &e"din+ ret"i&er4 open# 2 2IA 2ARRAR1 in Be&)i. T)e t7o 2IA 2ARRAR1 "re &oc"ted "t t)e :"9irpur "nd Inder&o5 *etro 1t"tion# re#pective&$. T)i# i# t)e %ir#t ti!e " di#count )$per!"r5et )"# opened "t " #t"tion "nd 2i+ 2"99"r i# proud to be t)e %ir#t to o%%er " never-be%ore #)oppin+ e3perience to t)e !etro co!!uter#. T)e n"tion"& t"&&$ o% 2IA 2ARRAR i# no7 "t 2- t"5in+ t)e tot"& t"&&$ o% 2IA 2ARRAR in NCR re+ion to ' .2ot) 2IA 2ARRAR4 :"9irpur . 2IA 2ARRAR4 Inder&o5 )"ve 0OOB 2ARAAR1 7it)in t)e #tore. T)i# t"5e# t)e n"tion"& t"&&$ o% 0ood 2"9""r to 32 "nd tot"& t"&&$ o% 0ood 2"9""r in NCR to /.

2IA 2ARRAR 7i&& provide #)opper# 7it) " co!p&ete&$ ne7 #)oppin+ e3perience "nd !"5e "v"i&"b&e -" r"n+e o% product# %or ever$ )ou#e)o&d need "t never be%ore price# 1)opper# %or t)e %ir#t ti!e 7i&& )"ve t)e 7ide#t r"n+e o% product# in ever$ #e+!ent J :o!en6# App"re&4 *en6# App"re&4 Acce##orie# &i5e be&t# "nd b"+#4 Co#!etic#4 Ao&d @e7e&&er$4 Cid# :e"r4 1t"tion"r$ "nd To$#4 0oot7e"r4 P&"#tic#

21

"nd Ho!e BScor product#4 Ften#i&# . Ho!e App&i"nce#4 Ai%t Artic&e#4 %ood "nd +rocer$ ite!#.

0ood 2"9""r 7i&& o%%er #ervice# &i5e < ive Citc)en6 7)ere cu#to!er# c"n +et ve+et"b&e# cut "nd #e&ect +r"vie# o% t)eir c)oice4 <Ao&den H"rve#t6 providin+ be#t ;u"&it$ +r"in4 pu&#e# . #pice#4 <Re"d$ to coo56 "nd <Hun+r$ C$"6 t)e re"d$ to e"t %ood #ection#. In "ddition4 re+u&"r 0ood 2"9""r o%%erin+# o% Ar"in# "nd Provi#ion#4 0"r! 0re#) 0ruit# . Ee+et"b&e#4 Brin5# . 2ever"+e#4 B"ir$ Product#4 0"bric C"re product#4 *u#ic C"##ette# "nd CB6#4 C)i&& 1t"tion4 Ho!e C"re Product#4 Acce##orie#4 Citc)en inen4 Citc)en

Product#4 Per#on"& C"re Product#4 2"5er$4 *it)"i . N"!5een etc.4 7i&& be "v"i&"b&e "t 7)o&e#"&e price#.

On t)e occ"#ion o% t)e &"unc)4 *r. Ci#)ore 2i$"ni4 *"n"+in+ Birector4 P"nt"&oon Ret"i& =Indi"? td.4 #"id4 L:e "re ver$ proud to open 2 2IA 2ARRAR1 "t t)e 2 *etro 1t"tion# in Be&)i. A# )"# been t)e )o!e!"5er6# e3perience "cro## t)e countr$4 t)e #tore i# " #upport to t)e )o!e!"5er6# untirin+ e%%ort o% #"vin+ t)e !"3i!u! 7)i&e +ivin+ t)e be#t to )er %"!i&$. Our openin+ o% t)e 2 #tore# in Be&)i "%ter t)e run"7"$ #ucce## o% t)e ot)er #tore# "t Aur+"on . A)"9i"b"d #)o7# our co!!it!ent to t)i# re+ion. It "&#o re%&ect# t)e &ove "nd "%%ection t)e peop&e o% t)i# re+ion )"ve #)o7ered on u#TM

ivin+ up to it# !otto o% LI# #e #"#t" "ur "cc)" 5")in n")inK4 "&& product# in 2IA 2ARRAR 7i&& be "v"i&"b&e "t price# &o7er t)"n t)e *RP4 o%ten up to 6-> di#count. In "ddition to t)i#4 v"riou# o%%er#4 di#count# "nd pro!otion# 7i&& be re+u&"r&$ )e&d "t t)e

22

#tore. T)e con#u!er 7i&& e3perience " ne7 &eve& o% #t"nd"rd in price4 convenience "nd co!%ort4 ;u"&it$4 ;u"ntit$4 "nd #tore #ervice &eve&#. 2IA 2ARRAR in it# true )$per!"r5et !ode& 7i&& o%%er "&& o% t)e "bove %or bot) &e"din+ br"nd# "# "&#o %or it# priv"te &"be&#.

A )ayout c+art o& Big Ba11ar )ocate' at "n'ra)o2

LA%O#T "NDE?

1. HE P BE1C 2. CIB1 ACCE11ORIE1 3. @ACCET1 '. 2A2A 1FIT1 /. ABIE1 TOP1

6. TRIA ROO* 7. PI AR1 F1EB 0OR BI1P AUINA IN0OR*ATION =1IRE CHART4 1ECTION

BE1CRIPTION? ,. :OO EN C OTH1 0OR CIB1 (. :INTER :EAR 1-. CIB1 CA1FA :EAR 11. CIB1 @EAN1 ANB 1HORT1 12. IN0ANT 1HIRT1 ANB T-1HIRT1 13. *EN ACCE11ORIE1 J 1FNA A11E14 :RI1T :ATCHE1 ETC

23

1'. 1O0T TOU1 1/. HO*E BECORATIEE ITE*1 16. *F1IC COFNTER 17. ABIE1 ETHINIC 1,. ABIE1 :E1TERN 1(. ABIE1 0OR*A 1=O00ICE :EAR? 2-. ABIE1 ACCE11ORIE1 J INAERIE1 21. ABIE1 PER0F*ERIE1 22. ABIE1 CO1*ETIC1 23. FAAAAE 2'. 0OOT:EAR 2/. 1PORT1 26. 1CHE*E 2A1EB PRO*OTIONA ITE*1 27. CA1H COFNTER 2,. HO*E 0FRNI1HINA =CFRTAIN C OTH14 CARPET1? 2(. *EN 0OR*A 1HIRT1 3-. *EN TROF1ER1 31. *EN 1FIT1 ANB 2 ARER1 32. *EN 0A2RIC1 33. *EN ETHINIC1

2'

DESC "PT"ON

HELP DES4 J A# $ou c"n #ee %ro! t)e &"$out4 t)e He&p Be#5 i# &oc"ted in " p&"ce
7)ere ever$ one )"# t)eir %ir#t #i+)t t)"t i# in %ront o% t)e entr"nce. T)i# #)o7# t)"t 7)en " per#on enter# in to 2i+ 2"99"r it c"n +et "&& in%or!"tion "bout t)e #tore# o% 2i+ 2"99"r %ro! t)e per#on #ittin+ in t)e )e&p de#5. He&p Be#5 u#e# p"+in+ #ervice "# " too& %or t)e convenience o% it# e!p&o$ee# "nd cu#to!er#.

4"DS SECT"ON J T)e 5id# #ection i# &oc"ted ju#t "t t)e &e%t corner o% t)e entr"nce o%
2i+ 2"99"r. In t)e 5id6# #ection 5id6# "cce##orie# &i5e di"per#4 tro&&e$#4 #uc5er#4 7"ter bott&e# "re "v"i&"b&e in one p"rt. Cid6# j"c5et# "nd b"b" #uit# "re "v"i&"b&e in "not)er p"rt. Cid# c"#u"& 7e"r =je"n# "nd #)ort#? "re p&"ced in one p"rt o% it "nd in%"nt #)irt# . t-#)irt# "re "&#o p&"ced in "not)er p"rt. In t)i# #ection t)e pi&&"r# "re u#ed %or di#p&"$in+ in%or!"tion &i5e #i9e c)"rt "nd #ection de#cription. T)e "pp"re&# "re "v"i&"b&e "t " price o% R#/( on7"rd#.

$ENS SECT"ON J Ne3t to it i# t)e !en6# #ection t)"t i# in t)e center. It i# divided
in to %ive p"rt#. At one p"rt !en %or!"& #)irt# "re "v"i&"b&e. In ot)er p"rt# !en trou#er#4 #uit# "nd b&"9er#4 %"bric# "nd et)nic# "re "v"i&"b&e re#pective&$. Here t)e price r"n+e# %ro! " !ini!u! o% R#(( to R#,((. 2/

LAD"ES SECT"ON J Ne3t to it i# t)e &"die# #ection t)"t i# in t)e e3tre!e ri+)t #ide.
T)e &"die# #ection i# #e+re+"ted in to #even p"rt#. "die# #ection #t"rt# %ro! &"die#

et)nic#4 &"die# 7e#tern 7e"r4 &"die# %or!"&# =o%%ice 7e"r?4 &"die# "cce##orie# J &in+erie6#4 &"die# per%u!erie#4 "nd &"die# co#!etic# re#pective&$. Here t)e price o% t)e "pp"re& r"n+e# %ro! R#(( to R#1--- "ppro3.

Promotiona) sc+eme J :it) "n "dd on to t)e "bove product# t)ere "re v"riou# ot)er
product# 7)ic) "re "v"i&"b&e 7it) " pro!otion"& #c)e!e. T)e v"riou# product# under t)i# #c)e!e inc&ude# +ir& t-#)irt#4 in%"nt 7inter 7e"r etc.

Non!Promotiona) sc+eme J T)ere "re v"riou# ot)er product# "v"i&"b&e 7it)out "n$
pro!otion"& #c)e!e 7)ic) inc&ude# je"n#4 in%"nt b"b" #uit#4 in%"nt t-#)irt#4 5id# ni+)t 7e"r4 5id# #"&7"r #uit# etc.

Sports Store J At t)e e3tre!e corner t)ere i# " #port# #tore 7)ere v"riou# 5ind# o%
#port ite!# "re "v"i&"b&e.

Foo' Ba1aar J T)e %ood b"9""r i# in t)e 1#t %&oor o% t)e bui&din+. E"riou# 5ind# o%
%ood ite!#4 %ruit# "nd ve+et"b&e# "re "v"i&"b&e t)ere. 1ittin+ "rr"n+e!ent# "re 7e&& !"de #o t)"t peop&e c"n #it "nd t"5e te"4 co%%ee or #n"c5# or "n$ ot)er %ood ite! "nd c"n re&"3.

Cas+ Counter J T)e c"#) counter i# &oc"ted ju#t ne"r t)e e3it
26

Pro'uct Layout C+art

;roun' F)oor

First F)oor

1. 2.

"die# :e#tern "die# Et)nic

1. 0ruit# "nd Ee+et"b&e# 2. Ao&den Ite!# 3. Re"d$ to e"t '. Re"d$ to coo5 /. 17eet# "nd 0"r#on 6. 1pice# 7. 2ever"+e ,. Con%ection"rie# (. Te" "nd Co%%ee 1-.Per#on"& C"r# 11.P&"#tic# 12.Ften#i&# 13.Croc5erie# 1'.App&i"nce#

3. 1"ree "nd Bre## *"teri"&# '. Ni+)t 7e"rQ in+erie /. 2o$# "nd Air&# 6. In%"nt# 7. To$# ,. *en6# 0or!"&# (. *en6# Et)nic 1-. *en6# C"#u"&# 11. *en6# Acce##orie# 12. *en6# P"rt$ 13. Beni! "nd T-#)irt# 1'. 1port#7e"r 1/. 0oot7e"r 16. Ho!e inen 17. u++"+e 1,. 1un+&"##e# "nd :"tc)e#

27

B"; BA99A AT ;# ;AON 0ro! tod"$4 )ou#e7ive# "nd co!pu&#ive #)opper# in Aur+"on need not #tep e&#e7)ere %or #)oppin+. :it) 2i+ 2"99"r4 t)e )$per!"r5et =di#count #tore? %ro! P"nt"&oon Ret"i& =Indi"? td. openin+ it# %ir#t out&et in Nort) Indi"4 t)e$ )"ve " &ot to c)oo#e %ro!. 1pre"d over "n "re" o% "round /-4--- #; %t4 2i+ 2"99"r o%%er# " v"riet$ o% product# 2> to 6-> &o7er t)"n t)e corre#pondin+ !"r5et price. A%ter con#o&id"tin+ it# po#ition in ' citie# J n"!e&$ H$der"b"d4 Co&5"t"4 2"n+"&ore "nd *u!b"i = o7er P"re& "nd *u&und?4 2i+ 2"99"r i# "&& #et to 7in tT )e )e"rt# o% peop&e in Be&)i "nd Aur+"on.

1pe"5in+ "t t)e &"unc)4 *r. Ci#)ore 2i$"ni4 C)ie% Cno7&ed+e O%%icer4 P"nt"&oon Ret"i& =Indi"? #"id4 KT)e Co!p"n$ 7"# t)e %ir#t in Indi" to &"unc) " )$per!"r5et di#count #tore - 2i+ 2"99"r. 1eein+ t)e tre!endou# re#pon#e4 tod"$ 7e "re p&e"#ed to brin+ t)e #"!e e3cite!ent to #)opper# in "nd "round Aur+"on in t)e %or! o% 2i+ 2"99"r 7it) it# v"riet$4 di#count# "nd #)oppin+ "!bience. T)e !"in "ttr"ction "t 2i+ 2"99"r i# t)e product v"riet$. T)e co!p"n$ 7i&& #toc5 "bout 147-4--- ite!#. In #)ort4 t)ere i# #o!et)in+ %or ever$one.K

2i+ 2"99"r )"# "pp"re& "nd "cce##orie# %or !en4 7o!en "nd c)i&dren be#ide# Co#!etic#4 To$#4 Ho!e Need#4 Hou#e)o&d App&i"nce#4 Ai%t ite!#4 @e7e&&er$4 u++"+e4 inen4 "nd " &ot !ore. 0ood 2"9""r4 7it) "n "re" o% "round 1-4--- #; %t i# "&#o " p"rt o% 2i+ 2"99"r o%%erin+ product# "t 7)o&e#"&e r"te# be&o7 t)e *RP. To "ttr"ct re+u&"r b"9""r-+oer#4 " !"ndi )"# 2,

been cre"ted 7it)in 0ood 2"9""r 7)ere Con#u!er# cou&d touc)4 %ee&4 pic5 . c)oo#e product#. T)i# c)oice )"# been #upp&e!ented b$ t)e provi#ion o% p"c5"+ed %ood %or t)e :e#terni9ed #)opper#. 0ood 2"9""r 7i&& #toc5 "round 1-4--- #toc5 5eepin+ unit# =1CF#?. T)e#e 7i&& inc&ude provi#ion#4 ve+et"b&e#4 %ruit# "nd %re#) produce4 0*CA product#4 b"5er$ product#4 b"#ic #t"p&e#4 cere"&#4 pu&#e#4 coo5in+ oi&#4 %&our4 #pice#4 dr$ %ruit#4 )e"&t) %ood4 b"b$ %ood4 d"ir$ product#4 drin5#4 bever"+e# "# 7e&& "# re"d$-to-e"t "nd re"d$-to-coo5 productT #. T)ere "re #peci"& purc)"#e o%%er# "nd di#count# 7or5ed out 7it) #ever"& &e"din+ br"nd# e3c&u#ive&$ %or 0ood 2"9""r cu#to!er# !"5in+ #)oppin+ "t 0ood 2"9""r )i+)&$ "%%ord"b&e.

2(

OB@ECT"AE OF THE ST#D%

Our !"in objective o% t)e #tud$ 7"# to %ind out t)e bu$in+ be)"vior o% t)e cu#to!er# co!in+ in to 2i+ 2"99"r. I )"d !"de #o!e e3ten#ive objective# %or !$ #tud$ 7)ic) "re "# &i#ted be&o7.

1. To deter!ine t)e current #t"tu# o% 2i+ 2"99"r.

2. To %ind out t)e cu#to!er# re#pon#e to7"rd# 2i+ 2"99"r.

3. To #tud$ t)e #"ti#%"ction &eve& o% cu#to!er# in di%%erent "ttribute# o% 2i+ 2"99"r.

3-

L"$"TAT"ONS
Bue to ti!e con#tr"int t)e #tud$ 7"# &i!ited to Be&)i NCR Cit$ "nd t)e nu!ber o% ;ue#tionn"ire# 7"# re#tricted to 1--.

It i# "##u!ed t)"t t)e re#pondent# under#tood t)e ;ue#tion# in t)e ;ue#tionn"ire# "# t)e$ 7ere #uppo#ed to. T)e c)"nce# o% !i#under#t"ndin+ 7ere re!ote but it c"nnot be ru&ed out.

It i# "##u!ed t)"t t)e in%or!"tion +iven b$ t)e re#pondent# i# true "# per t)eir 5no7&ed+e "nd )ence t)e c)"nce# o% bi"#ed in%or!"tion i# re!ote but de%inite&$ c"nnot be ru&ed out.

Bue to t)e &i!ited nu!ber o% re#pondent#4 t)e %indin+ !"$ not be t)e #"!e %or t)e 7)o&e popu&"tion.

31

CHAPTE ! ""

32

CO$PAN% P OF"LE
B"; BA9A 2i+ 2"99"r i# t)e )$per!"r5et di#count #tore i!it"tive o% t)e co!p"n$ co!!i##ioned to "ddre## t)e di#count "nd b"r+"in )untin+ tendencie# o% t)e Indi"n #)opper. 2i+ 2"99"r c)"in )ou#e# ever$t)in+ t)"t one !"$ need in )ou#e4 under one roo%4 "t t)e &o7e#t price#. It #e&&# "&& ite!# eit)er br"nded or unbr"nded. T)i# inc&ude# c&ot)in+4 "pp"re&4 )o!e te3ti&e# . %urni#)in+4 7)ite +ood#4 provi#ion#8 etc. T)e !erc)"ndi#e 7i&& eit)er be " p"rt o% 2i+ 2"99"r +ood# or 7i&& be " p"rt o% t)e #)op-in-#)op. 2i+ 2"99"r4 P"nt"&oon pro!i#e# D!ore %or &e##D4 "ddre##in+ " 7ider r"n+e o% product &ine# 7)ic) "re o% intere#t to t)e !"## !"r5et. T)e )i+) #ervice &eve&#4 +ood "!bience "nd i!p&icit +u"r"ntee# !"5e #)oppin+ "t 2i+ 2"99"r " 7orr$-%ree e3perience. E##enti"&&$ t)i# )$per!"r5et concept i# 7e&& on it# 7"$ to c)"n+in+ t)e ver$ %"ce o% t)e Indi"n ret"i&in+ indu#tr$.

Pro'ucts avai)a*)e a Big Ba11ar0 App"re& "nd Acce##orie# %or *en4 :o!en "nd C)i&dren4 1"ree#4 inen#4 2"b$ Acce##orie#4 Co#!etic#4 Croc5er$4 Bre## *"teri"&# 1uitin+ . 1)irtin+4 E&ectric"& Acce##orie#4 E&ectronic#4 0oot7e"r4 33

To$#4 Ho!e Te3ti&e#4 Ho!e Need#4 Ho!e Becor4 Hou#e)o&d App&i"nce#4 Hou#e)o&d P&"#tic#4 Ften#i&# . Fti&itie#4 H"rd7"re4 1t"tioner$4 u++"+e4 0ruit# "nd ve+et"b&e#.

ETA"L"N; P "NC"PLES

To de%ine t)e core cu#to!er "nd !erc)"ndi#e %or t)e #tore4 it# price point#4 it#

"##ort!ent# "nd pre#ent"tion o% #"&e# %or t)"t t"r+et +roup.

To )"ve con#i#tenc$ o% ;u"&it$ in ever$ !erc)"ndi#e o% t)e #tore i.e. #"!e t"#te

"nd rice point# %or ever$ !erc)"ndi#e.

To "&7"$# )"ve " uni;ue "nd e3c&u#ive !erc)"ndi#e to di%%erenti"te it#e&% %ro! it#

co!petitor#P

To +ive v"&ue %or !one$ to t)e cu#to!er#.

To +ive pub&icit$ "nd to be on t)e top o% t)e !ind4 "7"rene## t)rou+) v"riou#

pro!otion"& #c)e!e# "nd e3cite!ent in #tore t)i# +ener"te# tr"%%ic "nd t)en bu#ine##.

3'

To +ive convenience "nd #ervice to our cu#to!er#. *"r5et to be &o7 co#t oper"tor

in ter! o% co#t.

To bui&d up #ucce##%u& p"rtner#)ip# 7it) %r"nc)i#ee#.

To up+r"de tec)no&o+ie#4 b$ 7"$ o% b"r-codin+4 co!puteri9ed reorderin+ #$#te!

"nd to !onitor inventorie#4 "n"&$9e t)e cu#to!er d"t" b"#e %or e%%ective !"r5etin+.

3/

CHAPTE !"""

36

ESEA CH $ETHODOLO;%

Tec)no&o+$ "nd cu#to!er# t"#te# "nd pre%erence# p&"$# " vit"& ro&e in tod"$6# +ener"tion. Re#e"rc) *et)odo&o+$ i# " #et o% v"riou# !et)od# to be %o&&o7ed to %ind out v"riou# in%or!"tion6# re+"rdin+ !"r5et #tr"t" o% di%%erent product#. Re#e"rc) *et)odo&o+$ i# re;uired %or ever$ indu#tri"& #ervice indu#trie# %or +ettin+ "c;uire 5no7&ed+e o% t)eir product#.

Period o% 1tud$I T)i# #tud$ )"# been c"rried out %or " !"3i!u! period o% 7 7ee5#.

Are" o% #tud$I T)e #tud$ i# e3c&u#ive&$ done in t)e "re" o% !"r5etin+. It i# " proce##
re;uirin+ c"re4 #op)i#tic"tion4 e3perience4 bu#ine## jud+!ent4 "nd i!"+in"tion %or 7)ic) t)ere c"n be no !ec)"nic"& #ub#titute#.

1"!p&in+ Be#i+nI T)e convenience #"!p&in+ i# done bec"u#e "n$ prob"bi&it$

#"!p&in+ procedure 7ou&d re;uire det"i&ed in%or!"tion "bout t)e univer#e4 7)ic) i# not e"#i&$ "v"i&"b&e %urt)er4 it bein+ "n e3p&or"tor$ re#e"rc).

1"!p&e ProcedureI In t)i# #tud$ Ljud+!ent"& #"!p&in+ procedure i# u#ed. @ud+!ent"&

#"!p&in+ i# pre%erred bec"u#e o% #o!e &i!it"tion "nd t)e co!p&e3it$ o% t)e r"ndo! #"!p&in+. Are" #"!p&in+ i# u#ed in co!bin"tion 7it) convenience #"!p&in+ #o "# to co&&ect t)e d"t" %ro! di%%erent re+ion# o% t)e cit$ "nd to incre"#e re&i"bi&it$. 37

1"!p&in+ 1i9eI T)e #"!p&e #i9e o% t)e #tud$ i# 2-- cu#to!er#

B"t" Co&&ectionI - B"t" i# co&&ected %ro! v"riou# cu#to!er# t)rou+) per#on"&

inter"ction. 1peci%ic ;ue#tionn"ire i# prep"red %or co&&ectin+ d"t". B"t" i# co&&ected 7it) !ere inter"ction "nd %or!"& di#cu##ion 7it) di%%erent re#pondent#

Too&# o% An"&$#i#I - T)e !"r5et #urve$ "nd t)e tec)ni;ue# %or !"r5etin+ "nd
inve#t!ent o% %in"nce i# c"rried out b$ p)$#ic"&&$ inter"ctin+ 7it) t)e potenti"& cu#to!er# in 2i+ 2"99"r.

Re#e"rc) Be#i+nI - T)e re#e"rc) 7or5 i# e3p&or"tor$ in n"ture4 "nd i# !e"nt to

provide t)e b"#ic in%or!"tion re;uired b$ re#e"rc) objective#. It i# " pre&i!in"r$ #tud$ b"#ed on pri!"r$ d"t" "nd t)e %indin+# c"n be con#o&id"ted "%ter " det"i&ed conc&u#ive #tud$ )"# been c"rried out.

3,

CHAPTE ! "A

ANAL%S"S > "NTE P ETAT"ON

3(

I )"ve done " !"r5et %ie&d #urve$ on 2i+ 2"99"r. I )"ve #urve$ed "round 2-- re#pondent# o% Be&)i 7)o co!e to vi#it 2i+ 2"99"r. A #peci%ic ;ue#tionn"ire i# prep"red %or t)e cu#to!er# "nd d"t" i# obt"ined %ro! t)e! b$ !ovin+ "round 2i+ 2"99"r "nd per#on"&&$ inter"ctin+ 7it) t)e!. T)e cu#to!er# +"ve !e v"&u"b&e in%or!"tion re+"rdin+ t)eir con#u!ption p"ttern in 2i+ 2"99"r. I co&&ected "&& t)o#e in%or!"tion "nd " proper "n"&$#i# i# done. A&& t)e "n"&$#i# "nd it# interpret"tion# "re di#cu##ed be&o7. E"c) o% t)e "n"&$#i# i# done "# per t)e in%or!"tion obt"ined %ro! t)e cu#to!er# "nd " #eriou# interpret"tion )"# been done to be#t o% !$ e%%ort.

'-

Hi+)er Inco!e Aroup *idd&e Inco!e Aroup o7er Inco!e Aroup No Inco!e Aroup

/> /-> 2-> 2/>

"ncome (ise 'istri*ution o& customers coming to Big Ba11ar

INCOME GROUP

5% 25% Higher Income Group Middle Income Group 50% 20% Lower Income Group No Income Group

Ana)ysis0

T)e "bove di"+r"! #)o7# t)e di#tribution o% inco!e &eve& o% cu#to!er#

co!in+ in to 2i+ 2"99"r. A!on+ t)e 2-- re#pondent# /-> o% cu#to!er# "re o% !idd&e inco!e &eve& t)"t i# bet7een R#2---- J 6----. e"#t nu!ber o% cu#to!er# vi#itin+ 2i+ 2"99"r "re t)e )i+)er inco!e &eve& peop&e t)"t con#titute on&$ />. T)e &o7er inco!e &eve& o% peop&e co!in+ to 2i+ 2"99"r con#titute# o% 2->. 2/> o% peop&e be&on+ to no inco!e +roup 7)ic) !o#t&$ con#i#t# o% #tudent#.

"nterpretation0

2i+ 2"99"r i# t)e )ub o% #)oppin+ %or !idd&e &eve& inco!e +roup

peop&e bec"u#e o% it# re"#on"b&e price on it# e"c) product c"te+or$. T)e )i+)er &eve& inco!e +roup peop&e don6t pre%er to do #)oppin+ in 2i+ 2"99"r "# it doe#n6t de"& 7it) br"nded product#. T)e )i+)er &eve& inco!e +roup peop&e "re ver$ #t"tu# con#ciou# "nd t)eir p#$c)o&o+$ i# #uc) t$pe t)"t t)e$ don6t pre%er !uc) to vi#it 2i+ 2"99"r "# it i# " '1

di#counted #tore. T)e &o7er inco!e +roup peop&e co!e in to 2i+ 2"99"r "# t)e$ +et +ood# "t " di#counted price. Hence 2i+ 2"99"r #)ou&d inc&ude br"nded product# in it# product c"te+or$ 7)ic) 7i&& encour"+e )i+)er inco!e +roup peop&e to co!e in to 2i+ 2"99"r. Prob"b&$ not !uc) o% &o7er inco!e +roup peop&e co!e to 2i+ 2"99"r "# t)e$ don6t &i5e to )"ve "n$ #)oppin+ e3perience r"t)er t)e$ ju#t +o %or ne"r b$ #tore 7)ere t)e$ c"n +et t)eir nece##it$ +ood#. Even t)e$ purc)"#e +ood# on " re+u&"r b"#i# on " #!"&& ;u"ntit$. 1o t)e$ don6t )"ve !uc) intere#t to co!e to 2i+ 2"99"r "nd do #)oppin+.

'2

Purpose *e+in' visiting Big Ba11ar

1)oppin+ Outin+ 2ot) 613-

PURPOSE

30% Shopping Outing 60% 10% oth

Ana)ysis0

Out o% t)e 2-- re#pondent# 6-> o% re#pondent# vi#it 2i+ 2"99"r %or

#)oppin+4 1-> %or outin+ "nd 3-> vi#it 2i+ 2"99"r %or bot) t)e purpo#e#.

"nterpretation0 0ro! t)i# I interpret t)"t 2i+ 2"99"r i# pure&$ " #)oppin+ co!p&e3
but it "&#o %"ci&it"te# " cert"in 5ind o% "!bience "nd decoru! to t)e peop&e t)"t t)e$ "&#o vi#it it %or t)e purpo#e o% outin+. T)e in%r"#tructure "nd "!bience o% 2i+ 2"99"r i# #o t)"t peop&e even &i5e to +o t)ere even "&#o t)e$ don6t )"ve to purc)"#e "n$t)in+. Peop&e enjo$ doin+ #)oppin+ in 2i+ 2"99"r. T)i# i# ver$ nice %or it "# o%ten cu#to!er# purc)"#e #o!e +ood# 7)i&e !ovin+ in t)e bui&din+.

'3

Deman' &or ot+er retai) out)ets in a ma))

A"r!ent Out&et 0oot7e"r Out&et 0ood Court Entert"in!ent Ai%t Corner @e7e&&er$ "nd :"tc)e# 1tore 6/> 2-> 3-> 2-> 1-> 1->

"0% 60% 50% !0% 30% 20% 10% 0% &ntert#inment (eweller) #nd *#tche+ Store $ootwe#r Outlet G#rment Outlet $ood %ourt Gi't %orner Serie+1

Ana)ysis0

T)e "bove +r"p) #)o7# t)"t 6/> o% peop&e vi#it +"r!ent out&et in " !"&&

ot)er t)"n t)"t o% 2i+ 2"99"r. 3-> o% peop&e "&#o pre%er to vi#it %ood court in " !"&& ot)er t)"n 2i+ 2"99"r. 2-> o% t)e peop&e +o to %oot7e"r out&et in " !"&& ot)er t)"n 2i+ 2"99"r. 2-> o% peop&e "&#o +o to !"&& %or entert"in!ent purpo#e. 1o!e peop&e t)"t "re 1-> e"c) "&#o vi#it +i%t corner #tore "nd je7e&&er$ . 7"tc)e# #tore in " !"&& ot)er t)"n 2i+ 2"99"r.

''

"nterpretation0

0ro! t)i# "n"&$#i# I co!e to 5no7 t)"t !o#t o% t)e peop&e tend to

vi#it +"r!ent out&et# in " !"&& ot)er t)"n 2i+ 2"99"r "# it )"# #o!e e3c&u#ive br"nded out&et#. Peop&e "&#o +o %or %oot7e"r #tore# "# !"&&# )"ve br"nded %oot7e"r #tore# in it. Peop&e +o %or 7"tc)in+ !ovie# to !"&& %or entert"in!ent. Uet " %e7 peop&e vi#it# +i%t corner# "nd je7e&&er$ #tore# in " !"&&. T)i# i# o% cour#e " t)re"t %or 2i+ 2"99"r t)"t it i# not "b&e to "ttr"ct cu#to!er# %ro! ot)er ret"i& out&et# "nd ret"in t)e! 7it) it. 2i+ 2"99"r #)ou&d de%inite&$ inc&ude !ore o% br"nded product# in it# product c"te+or$ in order to brin+ in t)e cu#to!er# o% !"&& to it "nd ret"in t)e! 7it) it. It c"n inc&ude #o!e o% t)e e3c&u#ive br"nded out&et# o% c&ot)# "nd je7e&&er$ in it in order to "ttr"ct t)e br"nd c)oo#$ cu#to!er#.

'/

Pro'ucts most)y purc+ase' *y customers in Big Ba11ar

C&ot)e# Arocer$ 0ood Ite! e"t)er Ite! E&ectronic Ite! Ai%t Ite! An$ ot)er Ite!
-n) other Item Gi't Item &lectronic Item Le#ther Item $ood Item Grocer) %lothe+ 0% 20% !0% 60% ,0% Serie+1

6-> 7-> /-> 2/> 1/> 1-> 1->

Ana)ysis0

T)i# c)"rt c&e"r&$ indic"te# t)"t t)e de!"nd %or +rocer$ t)"t i# 7-> i#

)i+)e#t b$ t)e cu#to!er# %o&&o7ed b$ c&ot)e# r"ted 6->. T)e ne3t )i+)e#t de!"nd i# %or %ood ite!# t)"t i# /->. 2/> de!"nd i# %or &e"t)er ite!# in 2i+ 2"99"r. E&ectronic ite!# )o&d# 1/> o% de!"nd "nd +i%t ite!# "nd ot)er ite!# )"# " de!"nd o% on&$ 1-> b$ t)e cu#to!er# o% 2i+ 2"99"r.

"nterpretation0

0ro! t)i# "n"&$#i# I interpret t)"t cu#to!er# de!"nd "re )i+) %or

+rocer$ "nd c&ot)e# %o&&o7ed b$ %ood ite!# in 2i+ 2"99"r. E&ectronic ite!# )"ve " &itt&e de!"nd b$ t)e cu#to!er#. Ai%t ite!# "nd ot)er ite!# "re not !uc) in de!"nd b$ t)e cu#to!er#. I c"n interpret t)"t c&ot)e#4 +rocer$ "nd %ood ite!# "re t)e !"jor product# 7)ic) )o&d !"3i!u! nu!ber o% cu#to!er#. 1o 2i+ 2"99"r #)ou&d !"int"in it# &o7 '6

pricin+ "nd product ;u"&it$ to 5eep )o&d o% t)e cu#to!er# "nd "&#o it #)ou&d 5eep !ore ;u"&it"tive product# o% +i%t "nd &e"t)er ite!# #o t)"t peop&e 7ou&d +o %or !ore purc)"#e o% t)e#e ite!# %ro! it. 2i+ 2"99"r )"# !"n$ &oc"& br"nded product# o% +rocer$ "nd c&ot)# "nd it i# #ucce##%u&&$ #e&&in+ it. It #)ou&d "&#o inc&ude br"nded product# #o t)"t !ore #"&e# c"n t"5e p&"ce.

'7

Expen'iture pattern o& customers coming in to Big Ba11ar

2e&o7 /-/---1--1----1/-1/---2--*ore t)"n 2--11> 16> 22> 22> 2(>

EXPENDITURE PATTERN

11% 2.% 16% elow 500 500/1000 1000/1500 1500/2000 More th#n 2000 22% 22%

Ana)ysis0 :e c"n c&e"r&$ #ee %ro! t)i# +r"p) t)"t !"jorit$ o% t)e cu#to!er# #pend "
&ot in 2i+ 2"99"r t)"t i# 2(> o% peop&e #pend !ore t)"n R#2--- in " #in+&e vi#it to 2i+ 2"99"r. E;u"& nu!ber o% peop&e t)"t i# 22> o% peop&e e"c) #pend R# 1----1/-- "nd R# 1/---2--- re#pective&$ in " vi#it to 2i+ 2"99"r.16> o% peop&e #pend R# /---1--- "nd on&$ 11> o% cu#to!er# "re t)ere 7)o #pend# &e## t)"n R#/-- in t)eir vi#it to 2i+ 2"99"r.

"nterpretation0 0ro! t)i# I interpret t)"t !o#t o% t)e cu#to!er# purc)"#e +ood# in
bu&5 7)ic) &e"d# t)e! to #pend " &ot. Eo&u!e #"&e# "re )i+) in 2i+ 2"99"r. Cu#to!er# tend to purc)"#e !ore +ood# %ro! 2i+ 2"99"r "# it provide# +ood# "t " di#counted r"te. Prob"b&$ t)o#e per#on# 7)o #pend !ore in " vi#it to 2i+ 2"99"r "re purc)"#in+ on " !ont)&$ b"#i#. T)o#e cu#to!er# 7)o "re #pendin+ ver$ &e## !one$ t)"t i# be&o7 R# /-"re !o#t&$ co!in+ in ju#t to !ove "round 2i+ 2"99"r "nd #pend ti!e. In t)e proce## t)e$ ',

u#ed to #pend !one$ on %ood ite!# "nd "&#o purc)"#e #o!e product# 7)i&e ro"!in+ in it. I!pu&#e bu$in+ be)"vior o% cu#to!er# co!e# in to p&"$ to " &"r+e e3tent. *ore di#count# #)"&& be provided to peop&e 7)o doe# bu&5 purc)"#e. T)i# 7i&& encour"+e peop&e to purc)"#e !ore product#.

'(

Time spent *y customers in s+opping in Big Ba11ar

e## t)"n )"&% "n )our H"&% "n )our to 1 )our 1 )our to 1 1Q2 )our# 1 1Q2 )our# to 2 )our# *ore t)"n 2 )our# 1-> 3-> /-> '-> 2->

More th#n 2 hour+ 1 102 hour+ to 2 hour+ 1 hour to 1 102 hour+ H#l' #n hour to 1 hour Le++ th#n h#l' #n hour 0% 20% !0% 60% Serie+1

Ana)ysis0

Peop&e #pend " &ot o% ti!e in #)oppin+ in 2i+ 2"99"r. *"jorit$ o% t)e

re#pondent# #"id t)"t t)e$ #pend "t &e"#t 1 )our to 1 V )our# in 2i+ 2"99"r. '-> re#pondent# "&#o #"id t)"t t)e$ #pend 1 V )our# to 2 )our# in t)eir vi#it to 2i+ 2"99"r. On&$ 1-> o% peop&e #"id t)"t t)e$ #pend ver$ &itt&e ti!e t)"t i# &e## t)"n )"&% "n )our in 2i+ 2"99"r.

"nterpretation0 A# per t)e +iven d"t" I interpret t)"t cu#to!er# "re ver$ product
c)oo#$ no7 " d"$# "nd t)"t6# 7)$ t)e$ #pend " &ot o% ti!e in #)oppin+ in 2i+ 2"99"r. Prob"b&$ cu#to!er# !i+)t even be #pendin+ !ore ti!e in 2i+ 2"99"r "# it provide# " ver$ nice "!bience "nd "t!o#p)ere %or t)e peop&e to #)op in. Hence t)o#e per#on# 7)o #pend )"&% "n )our or &e## t)"n )"&% "n )our in 2i+ 2"99"r "re t)o#e per#on# 7)o ju#t co!e to purc)"#e &i!ited product# "nd co!e on&$ bec"u#e o% &o7 pricin+ o% product#. /-

Peop&e "&#o #pend !uc) ti!e in it but purc)"#e ver$ %e7 +ood#. T)e #"&e# per#onne& #)ou&d %ocu# on t)e peop&e 7)o t"5e &on+ ti!e in #)oppin+ "nd purc)"#e# " &ot "nd provide #peci"& 5ind o% #ervice to t)e! "# t)e$ "re t)e !"jor cu#to!er#.

/1

Comparison o& &oot&a))s in (ee2'ays an' (ee2en's

:ee5# d"$# :ee5end# '-> 6->

FOOTFALLS

!0% *ee1+ d#)+ *ee1end+ 60%

Ana)ysis0 T)e "bove +r"p) #)o7# t)"t !ore nu!ber o% peop&e co!e# to 2i+ 2"99"r in
7ee5end# t)"n t)"t o% 7ee5 d"$# .'-> o% peop&e vi#it# 2i+ 2"99"r in 7ee5d"$# 7)ere "# 6-> o% peop&e vi#it 2i+ 2"99"r in 7ee5end#.

"nterpretation0 I c"n c&e"r&$ interpret %ro! t)i# t)"t !o#t o% t)e peop&e tend to vi#it
2i+ 2"99"r in 7ee5end# r"t)er t)"n t)"t o% 7ee5 d"$#. T)ere "re !ore %oot%"&&# in 2i+ 2"99"r in 7ee5end# t)"n t)"t o% 7ee5 d"$#. T)ou+) t)ere i# not !uc) di%%erence "# '-> o% peop&e vi#it 2i+ 2"99"r in 7ee5 d"$# )ence in 7ee5end# t)e %oot%"&& incre"#e# b$ 1->. A# peop&e co!e !ore in 7ee5end#4 #o 2i+ 2"99"r #)ou&d 5eep it open %or !ore ti!e in 7ee5 end#. T)e in%r"#tructure c"n be c)"n+ed " bit in 7ee5 end# #o t)"t cu#to!er# c"n #ee !ore product# c&e"r&$ "nd c"n !ove "round co!%ort"b&$. In order to brin+ in !ore nu!ber o% cu#to!er# in 7ee5 d"$# 2i+ 2"99"r #)ou&d provide #o!e #c)e!e# in 7ee5 d"$# 7)ic) 7i&& encour"+e peop&e to co!e in to it in 7ee5 d"$# "&#o. Hence t)e cro7d i# !ore in 7ee5end# "nd 2i+ 2"99"r #)ou&d "v"i& !ore p"r5in+ #p"ce# %or it# cu#to!er# in 7ee5end#. It c"n !"5e #o!e te!por"r$ "rr"n+e!ent %or p"r5in+ ever$ 7ee5end. It /2

#)ou&d not #pend !uc) !one$ in "dverti#in+ "nd di#p&"$in+ o% product# in 7ee5d"$# r"t)er it #)ou&d "dverti#e "nd di#p&"$ product# !ore in 7ee5end# "# !ore nu!ber o% peop&e co!e# in 7ee5end#.

Customers pre&erence o& timing to visit Big Ba11ar

1- A.*. - 6 P.*. 6 P.*. -1-P.*. '2> /,>

TIME PREFERENCE

!2% 5,%

10 -2M2 / 6 32M2 6 32M2 /1032M2

Ana)ysis0 T)e "bove pie c)"rt #)o7# t)"t !o#t o% t)e peop&e pre%er to vi#it 2i+ 2"99"r
in evenin+ ti!e t)"n t)"t o% t)e d"$ ti!e. On&$ '2> o% peop&e tend to vi#it 2i+ 2"99"r durin+ d"$ ti!e 7)i&e /,> o% peop&e tend to vi#it 2i+ 2"99"r durin+ evenin+ ti!e.

"nterpretation0 0ro! t)e "bove "n"&$#i# I interpret t)"t evenin+ ti!e i# t)e pe"5
ti!e %or 2i+ 2"99"r "nd d"$ ti!e i# t)e o%% pe"5 ti!e %or 2i+ 2"99"r. T)ere i# !ore nu!ber o% peop&e %ound in 2i+ 2"99"r durin+ evenin+ ti!e t)"n t)"t o% d"$ ti!e. Prob"b&$ !ore o% product# "re bein+ #o&d durin+ evenin+ ti!e in 2i+ 2"99"r t)"n t)"t o% d"$ ti!e. 2i+ 2"99"r #)"&& provide #o!e #peci"& o%%erin+# durin+ d"$ ti!e #o t)"t !ore peop&e #)ou&d co!e in durin+ d"$ ti!e. It cou&d o%%er #o!e #peci"& 5ind o% product in /3

d"$ti!e 7)ic) 7i&& be not "v"i&"b&e durin+ evenin+ ti!e. In t)i# 7"$ it 7i&& brin+ in !ore nu!ber o% peop&e durin+ d"$ ti!e %or +ettin+ t)e #peci"& 5ind o% product# but "&on+ 7it) t)"t it 7i&& be "b&e to #"&e ot)er product# "# peop&e do " &ot o% i!pu&#e bu$in+ "t 2i+ 2"99"r.

Comparison o& customers purc+asing (it+ p)anne' )ist o& pro'ucts an' purc+asing pro'ucts on a unp)anne' *asis

Ue# No

,-> 2->

PLANNED AND UNPLANNED BUYERS

20%

4e+ No

,0%

/'

Ana)ysis0

A# #)o7n in t)e +r"p) out o% !$ tot"& re#pondent# o% 2--4 ,-> o%

cu#to!er# co!e to 2i+ 2"99"r 7it) " p&"nned &i#t o% product#. On&$ 2-> o% peop&e co!e in to 2i+ 2"99"r 7it)out "n$ p&"nned &i#t o% product# to be purc)"#ed %ro! 2i+ 2"99"r.

"nterpretation0

A# per t)e d"t" obt"ined %ro! t)e cu#to!er# o% 2i+ 2"99"r I

interpret t)"t !o#t o% t)e cu#to!er# co!e# in to 2i+ 2"99"r 7it) " p&"nned &i#t o% product#. 0e7 cu#to!er# co!e to 2i+ 2"99"r 7it)out "n$ p&"nned &i#t o% product# "nd purc)"#e# product# dependin+ on t)eir #e&ection. T)e#e peop&e b"#ic"&&$ co!e to t)e !"&& "nd )ence +et in to 2i+ 2"99"r. Bependin+ on t)e product c"te+or$ "nd br"nd "nd ;u"&it$ o% product# t)e$ purc)"#e# +ood#. 1o!e coup&e# co!e to !"&& "nd +o to %ood b"9""r to )"ve %ood to+et)er "nd to )"ve c)it c)"t "!on+ t)e!.

Bran' pre&erence o& customers in Big Ba11ar

Ue# No Bepend# on c"te+or$ 1-> /-> '->

BRAND PREFERENCE

10% !0%

4e+ No 50% 5epend+ on c#tegor)

Ana)ysis0

A# #een in t)e "bove c)"rt it i# c&e"r&$ 5no7n t)"t on&$ 1-> o% peop&e

co!e in to 2i+ 2"99"r 7it) " &i#t o% br"nd# in "dv"nce. /-> o% peop&e co!p&ete&$ den$ //

t)"t t)e$ don6t prep"re in &i#t o% br"nd in "dv"nce. '-> o% peop&e to&d t)"t t)e$ prep"re " &i#t o% br"nd dependin+ on t)e product c"te+or$.

"nterpretation0

0ro! t)i# I interpret t)"t cu#to!er# don6t opt %or !uc) br"nd

pre%erence 7)i&e purc)"#in+ product# in 2i+ 2"99"r. A %e7 cu#to!er# #e"rc) %or br"nd# but dependin+ on t)e product c"te+or$. Cu#to!er# prob"b&$ don6t decide %or br"nd# on product# "# t)ere "re not !uc) o% 5no7n br"nded product# "v"i&"b&e "t 2i+ 2"99"r. On product c"te+orie# &i5e +rocer$ "nd c&ot)e#4 2i+ 2"99"r )"# !"n$ &oc"& br"nded product#. Cu#to!er# purc)"#e " &ot o% t)e#e "# it# c)e"p in price even t)ou+) it# ;u"&it$ i# not #o +ood. A# !o#t o% t)e cu#to!er# be&on+ to &o7er c&"## "nd !idd&e c&"## peop&e4 t)e$ purc)"#e t)o#e &oc"& br"nded product# "# it +ive# t)e! v"&ue %or !one$. Bi%%erent product# o% t)e #"!e c"te+or$ )"ve di%%erent price#. Gu"&it$ o% product# v"rie# 7it) t)e price. T)i# en"b&e# cu#to!i9"tion o% product# %or v"riou# t$pe# o% cu#to!er#. Cu#to!er# #e"rc) %or br"nd# !o#t&$ in "pp"re& #ection. 1o!e cu#to!er# "&#o pre decide# t)e br"nd on t)e &oc"& !"nu%"ctured +rocer$ "nd %ood product# o% 2i+ 2"99"r. 2i+ 2"99"r #)ou&d inc&ude !ore o% t)e br"nded product# in it# e"c) c"te+or$ #o t)"t cu#to!er# )"ve !ore option# to c)oo#e "!on+ t)e br"nd#. T)i# 7i&& brin+ in !ore nu!ber o% peop&e to 2i+ 2"99"r 7)ic) 7i&& de%inite&$ incre"#e t)e #"&e#.

/6

Comparison o& *ran' pre&erence on 'i&&erent pro'uct category

C&ot)# Arocer$ Ai%t Ite!# E&ectronic Ite!# e"t)er Ite!# An$ Ot)er Ite! '-> '-> 33> 2/> 2> 12>

Ite m

It e m

ce r)

th +

Ite m

% lo

G ro

G i' t

#t h

le ct ro

Le

Ana)ysis0 T)i# +r"p) #)o7# t)"t c&ot)# "nd +rocer$ "re t)e on&$ t7o ite!# on 7)ic)
cu#to!er# !o#t&$ pre%er t)e br"nd# t)"t i# '-> e"c). 33> br"nd pre%erence i# on +i%t ite!# "nd 2/> i# on e&ectronic ite!#. 2r"nd pre%erence on &e"t)er ite!# i# 2> "nd 12> on "n$ ot)er ite!.

"nterpretation0 0ro! t)i# I interpret t)"t #o!e o% t)e product# br"nd "re predecided
in "dv"nce "nd %or #o!e o% t)e product# cu#to!er# don6t "t "&& predecide "n$ br"nd. A# per e&ectronic +ood# "re concerned cu#to!er# predeide t)e br"nd "# !"n$ br"nded e&ectronic product# "re "v"i&"b&e in 2i+ 2"99"r. T)e cu#to!er# predecide# br"nd# on c&ot)# "nd +rocer$ !o#t "# 2i+ 2"99"r produce# !uc) o% &oc"& br"nd# "nd "&#o )"ve #o!e 7e&& 5no7n br"nded product# o% c&ot)e# 7it) it &i5e %&$in+ !"c)ine je"n#. /7

&

n)

th er

er

ni c

It

em

!5% !0% 35% 30% 25% 20% 15% 10% 5% 0%

Serie+1

C"#) P"$!ent Credit C"rd Bebit C"rd

73> 21> 6>

$o'e o& payment o& customers in Big Ba11ar

MODE OF PAYMENT

6% 21% %#+h 3#)ment %redit %#rd 5e6it %#rd "3%

Ana)ysis0 A# per !$ #tud$ i# concerned4 out o% t)e tot"& re#pondent# 73> o% peop&e
!"5e c"#) p"$!ent in 2i+ 2"99"r. 21> o% t)e! u#e# credit c"rd "# t)eir !ode o% p"$!ent "nd 6> o% t)e peop&e !"5e# p"$!ent in 2i+ 2"99"r t)rou+) t)eir debit c"rd.

"nterpretation0

A# per t)e obt"ined d"t" I interpret t)"t !"3i!u! nu!ber o%

peop&e !"5e# c"#) p"$!ent in 2i+ 2"99"r. A %r"ction o% peop&e u#e# t)eir credit c"rd %or p"$!ent in 2i+ 2"99"r "nd " ver$ %e7 peop&e u#e# t)eir debit c"rd %or p"$!ent. I c"n interpret t)"t ;uic5 e3c)"n+e o% !one$ %or +ood# i# done in 2i+ 2"99"r "# !o#t o% t)e peop&e !ode o% p"$!ent i# c"#) p"$!ent. Hence #o!e ti!e# 2i+ 2"99"r )"# to 7"it %or " #)ort ti!e period "# #o!e o% t)e cu#to!er# !"5e t)eir p"$!ent t)rou+) credit "nd debit c"rd. /,

Comparison o& &actors (+ic+ encourages customers to come in

Price 1ervice A!bience Product E"riet$ Product Gu"&it$ Convenience 6-> '-> /-> 6/> 2-> 3/>

to Big Ba11ar

"0% 60% 50% !0% 30% 20% 10%

e t) e 9 u # lit 6 ie n c 8 # ri n ie n c ri ce ic e e

Serie+1

0%
e r7 3

u ct

u ct

ro d

ro d

% o

n 7e

/(

Ana)ysis0 Peop&e "re !o#t&$ encour"+ed to co!e to 2i+ 2"99"r bec"u#e o% it# c)e"p
price "nd "v"i&"bi&it$ o% v"riet$ o% product#. Around 6/> o% t)e tot"& re#pondent #"id t)e$ "re !o#t&$ encour"+ed to co!e to 2i+ 2"99"r "# it )"# v"riet$ option#. Even !o#t o% t)e cu#to!er# #"id t)"t t)e$ +et +ood# t)ere in " di#counted price "nd #o t)e$ co!e in to it. *"n$ cu#to!er# "&#o #"id t)"t t)e$ %ee& +ood "bout t)e #ervice "nd "!bience provided b$ 2i+ 2"99"r. Around 3/> o% cu#to!er# "&#o #"id t)"t convenience i# "&#o "not)er %"ctor 7)ic) &e"d# t)e! to co!e to 2i+ 2"99"r. Product ;u"&it$ i# r"ted "t ver$ &o7 t)"t i# on&$ 2-> 7)ic) encour"+e# t)e cu#to!er# to co!e to 2i+ 2"99"r.

"nterpretation0 0ro! t)i# "n"&$#i# I interpret t)"t 2i+ 2"99"r i# " 7e&& 5no7n %or
it# v"riet$ option#. Peop&e !o#t&$ co!e to 2i+ 2"99"r "# t)e$ +et v"riou# 5ind# o% product# under one roo%. It i# "&#o c&e"r&$ 5no7n t)"t 2i+ 2"99"r #"&e# it# +ood# "t " di#counted price "# co!p"red to t)e !"r5et. Even it provide# " +ood #ervice "nd "!bience to it# cu#to!er# 7)ic) encour"+e# t)e! to vi#it 2i+ 2"99"r !ore "nd !ore ti!e#. I c"n "&#o interpret %ro! t)i# t)"t 2i+ 2"99"r )"# &oc"ted it#e&% in " +ood p&"ce %ro! 7)ere it i# "b&e to "ttr"ct cu#to!er#. A# " )$per!"r5et 7)ic) i# to be &oc"ted %"r o%% t)e cit$4 2i+ 2"99"r )"# &oc"ted it#e&% in " +ood p&"ce %ro! 7)ere it i# convenient %or peop&e to vi#it 2i+ 2"99"r. 2i+ 2"99"r #)ou&d tr$ "nd produce !ore ;u"&it"tive product# #o t)"t cu#to!er# c"n +et !ore #"ti#%"ction "nd 7ou&d never t)in5 o% not doin+ #)oppin+ in 2i+ 2"99"r.

6-

Customers8 mo'e o& transport to Big Ba11ar

Hired Eec)&e T7o-7)ee&er 0our-7)ee&er An$ Ot)er

MODE OF TRANSPORT

1-> '-> /-> ->

0%

10% Hired 8echle

50% !0%

:wo/wheeler $our/wheeler -n) Other

Ana)ysis0 Around /-> o% t)e tot"& re#pondent o% 2-- t)"t i# 1-- peop&e co!e# in to
2i+ 2"99"r 7it) t)eir o7n %our 7)ee&er#. T)e #econd !"jorit$ o% peop&e con#i#t o% peop&e ridin+ t7o 7)ee&er "nd co!in+ in to 2i+ 2"99"r. On&$ 1-> o% peop&e o% t)e tot"& re#pondent vi#it# 2i+ 2"99"r on )ired ve)ic&e#. None o% t)e cu#to!er# o% t)e tot"& re#pondent co!e# in "n$ ot)er !ode o% tr"n#port. 61

"nterpretation0 0ro! t)e "bove d"t" I interpret t)"t t)ere "re !ore nu!ber o% %our
e## t)"n "de;u"te Ade;u"te *ore t)"n "de;u"te '/> '/> 1->

7)ee&er# co!in+ %ound in 2i+ 2"99"r t)"n t)"t o% t7o 7)ee&er#. Peop&e pre%er !ore to +o to 2i+ 2"99"r in %our 7)ee&er# t)"n t)"t o% t7o 7)ee&er#. A %e7 peop&e "re %ound 7)o co!e# in to 2i+ 2"99"r 7it) " )ire ve)ic&e. Prob"b&$ t)e$ !i+)t be t)e touri#t#.

Par2ing space avai)a*i)ity in Big Ba11ar

AVAILABILITY OF PARKING SPACE

10% Le++ th#n #de;u#te !5% -de;u#te More th#n #de;u#te

!5%

Ana)ysis0

A# it i# #)o7n in pie c)"rt !o#t o% t)e peop&e #"$ 2i+ 2"99"r doe# not

provide "de;u"te p"r5in+ #p"ce. E;u"& nu!ber o% peop&e "&#o #"$# t)"t "de;u"te #p"ce i# provided %or p"r5in+ 2i+ 2"99"r. On&$ 1-> o% peop&e #"$ t)"t !ore t)"n "de;u"te #p"ce i# "v"i&"b&e %or p"r5in+ in 2i+ 2"99"r.

"nterpretation0

An"&$9in+ t)e "bove d"t"4 I interpret t)"t cu#to!er# "re not

#"ti#%ied 7it) t)e p"r5in+ #p"ce "v"i&"bi&it$ provided b$ 2i+ 2"99"r. Hence it6# " t)re"t %or 2i+ 2"99"r "# it !"$ &oo#e it# cu#to!er# bec"u#e o% &e## p"r5in+ #p"ce "v"i&"bi&it$. Even t)ou+) !"n$ cu#to!er# #"$ "de;u"te #p"ce i# "v"i&"b&e %or p"r5in+ in 2i+ 2"99"r 62

but "&#o it i# " t)re"t %or 2i+ 2"99"r "# it i# #een !ore nu!ber o% peop&e "re e3pected to co!e in to 2i+ 2"99"r. In )o&id"$# prob"b&$ it 7i&& be ver$ di%%icu&t %or cu#to!er# to p"r5

Ue# No
t)eir ve)ic&e in 2i+ 2"99"r.

,/> 1/>

Customers pre&erence to(ar's 4irana store

PREFERENCE TOWARDS KIRANA STORE

15%

4e+ No

,5%

Ana)ysis0 Out o% !$ tot"& re#pondent o% 2-- cu#to!er#4 ,/> o% t)e! #"$# t)e$ +o to
t)eir ne"r b$ 5ir"n" #tore "nd 1/> #"id t)"t t)e$ don6t "t "&& +o to "n$ 5ir"n" #tore. T)i# #)o7# t)"t !"jorit$ o% peop&e +o to 5ir"n" #tore even t)ou+) t)e$ vi#it 2i+ 2"99"r. 2ut #o!e cu#to!er# "re t)ere 7)o never +oe# to "n$ 5ir"n" #tore.

63

"nterpretation0 A# per t)e +iven d"t" I "n"&$9e t)"t !o#t nu!ber o% peop&e tend to
purc)"#e +ood# %ro! ne"r b$ 5ir"n" #tore even i% t)e$ co!e to 2i+ 2"99"r. I c"n conc&ude %ro! t)i# t)"t " 5ir"n" #tore i# " co!petitor o% 2i+ 2"99"r. 1o!e cu#to!er# never +o %or #)oppin+ in 5ir"n" #tore "# o% it doe# not )"ve !uc) v"riet$ option "v"i&"b&e 7it) it. Prob"b&$ t)e$ "re !ore intere#ted in )"vin+ " #)oppin+ e3perience r"t)er t)"n to ju#t +o "nd purc)"#e +ood# %ro! 5ir"n" #tore.

Comparison o& Big Ba11ar (it+ any 4irana store

Price 2i+ 2"99"r Cir"n" #tore 731ervice //E"riet$ 1-Gu"&it$ '6Convenience 2/ 7/ 1)oppin+ E3perience (1A!bience (/ /

120 100 ,0 60 !0 20 0
er 7i 3 ric e

100 "0 50 30 0 "5 60 !0 25

.0

.5 ig 6#=##r >ir#n# +tore

10

Ana)ysis0

T)e "bove +r"p) #)o7# t)e co!p"ri#on o% di%%erent %"ctor# bet7een 2i+

2"99"r "nd " ne"rb$ 5ir"n" #tore. 7-> o% peop&e #"$ 2i+ 2"99"r provide# +ood# "t " c)e"per price "# co!p"red to t)"t o% " 5ir"n" #tore. /-> o% peop&e #"$ 2i+ 2"99"r provide# better #ervice "nd "not)er /-> o% t)e! #"$ 5ir"n" #tore provide# better #ervice. E"c) "nd ever$ cu#to!er t)"t i# 1--> "+ree# t)"t t)ere "re !ore v"riet$ o% product# "v"i&"b&e "t 2i+ 2"99"r t)"n t)"t o% 5ir"n" #tore. A# per ;u"&it$ o% +ood# i# concerned 6'

#r ie t) 9 S % u ho # lit pp o n in 7e n ) g & ien <p c er e ie nc m e 6i en ce

ce

6-> o% t)e cu#to!er #"$ 5ir"n" #tore provide# better ;u"&it"tive product# 7)i&e '-> o% t)e cu#to!er# #"$ 2i+ 2"99"r "&#o provide# ;u"&it"tive product#. 7/> peop&e #"$ it i# !ore convenient %or t)e! to +o to " 5ir"n" #tore 7)i&e 2/> o% t)e! #"$ +oin+ to 2i+ 2"99"r i# !ore convenient %or t)e!. (-> o% re#pondent# #"id it i# " +ood #)oppin+ e3perience "t 2i+ 2"99"r 7)i&e 1-/ o% t)e! #"id t)"t t)e$ "&#o )"ve " +ood #)oppin+ e3perience "t 5ir"n" #tore. A# per "!bience i# concerned (/> o% cu#to!er# #"id 2i+ 2"99"r provide# !uc) nice "!bience t)"n 2i+ 2"99"r 7)i&e /> o% t)e! #"id t)"t "!bience provided b$ 5ir"n" #tore i# "&#o e;uiv"&ent to t)"t o% 2i+ 2"99"r.

"nterpretation0 I interpreted %ro! t)i# t)"t " 5ir"n" #tore i# one o% t)e co!petitor o%
2i+ 2"99"r. It i# " t)re"t %or 2i+ 2"99"r "# #o!e o% t)e "ttribute# o% " 5ir"n" #tore provide# !ore #"ti#%"ction to cu#to!er#. 2i+ 2"99"r #)ou&d tr$ to i!prove on e"c) o% it# "ttribute# "nd out co!pete t)e 5ir"n" #tore #o t)"t it c"n convert t)e cu#to!er# o% 5ir"n" #tore to be t)e cu#to!er# o% 2i+ 2"99"r.

6/

S3OT ANAL%S"S OF B"; BA99A

A 1:OT "n"&$#i# i# done to 5no7 t)e #tren+t)#4 7e"5ne##e#4 opportunitie# "nd t)re"t# o% "n$ co!p"n$. T)i# "n"&$#i# 7i&& e3p&"in "bout t)e #tren+t)#4 7e"5ne##e#4 opportunitie# "nd t)re"t# o% 2i+ 2"99"r.

Strengt+s o& Big Ba11ar Large variety option C+eap price Huge customer Base Ao)ume sa)es

3ea2nesses o& Big Ba11ar Lac2s in *ran'e' pro'ucts Lo( in pro'uct Bua)ity #na*)e to provi'e enoug+ par2ing space to its customers

T+reats &or Big Ba11ar Opening up o& ot+er 'iscounte' stores )i2e Ais+a) mega mart Convenience o& customers to near *y 2irana stores Avai)a*i)ity o& pro'ucts in ot+er retai) out)ets

66

Opportunities &or Big Ba11ar

To open up more an' more num*er o& Big Ba11ars in 'i&&erent cities o& t+e country.

To gra* t+e rura) mar2et To *ring in t+e customers o& ot+er retai) out)et *y 'ea)ing (it+ *ran'e' pro'ucts.

A'' more pro'ucts to its pro'uct category

67

CHAPTE ! A

6,

CONCL#S"ON
2i+ 2"99"r i# " !"jor #)oppin+ co!p&e3 %or tod"$6# cu#to!er#. It i# " p&"ce 7)ere cu#to!er# %ind v"riet$ o% product# "t " re"#on"b&e price. 2i+ 2"99"r )"# " +ood reput"tion o% it#e&% in t)e !"r5et. It )"# po#itioned it#e&% in t)e !"r5et "# " di#counted #tore. It )o&d# " )u+e cu#to!er b"#e. T)e !"jorit$ o% cu#to!er# be&on+ to !idd&e c&"## %"!i&$. T)e $out) +ener"tion "&#o &i5e# #)oppin+ "nd !ovin+ "round 2i+ 2"99"r. Eo&u!e #"&e# "&7"$# t"5e p&"ce in 2i+ 2"99"r. I!pu&#e bu$in+ be)"vior o% cu#to!er# co!e# in to p&"$ !o#t o% t)e ti!e# in 2i+ 2"99"r.

2i+ 2"99"r i# " )$per!"r5et "# it provide# v"riou# 5ind# o% +ood# &i5e "pp"re&#4 +rocer$4 #t"tion"r$4 %ood ite!#4 e&ectronic ite!#4 &e"t)er ite!#4 7"tc)e#4 je7e&&er$4 croc5er$4 decor"tive ite!#4 #port ite!#4 c)oco&"te# "nd !"n$ !ore. It co!pete# 7it) "&& t)e #peci"&t$ #tore# o% di%%erent product# 7)ic) provide +ood# "t " di#counted r"te "&& t)rou+) t)e $e"r. It )o&d# " &"r+e cu#to!er b"#e "nd it #ee!ed %ro! t)e #tud$ t)"t t)e cu#to!er# "re ;uite #"ti#%ied 7it) 2i+ 2"99"r. A# o% no7 t)ere "re 3' 2i+ 2"99"r# in di%%erent citie# o% Indi"4 it #ee!# t)"t t)ere i# " v"#t +ro7t) o% 2i+ 2"99"r &$in+ "# cu#to!er# de!"nd i# incre"#in+ %or 2i+ 2"99"r#.

2i+ 2"99"r i# " )$per!"r5et #tore 7)ere v"rietie# o% product# "re bein+ #o&d on di%%erent product c"te+or$. It )"# e!er+ed "# " )ub o% #)oppin+ #peci"&&$ %or !idd&e c&"## peop&e. Bi%%erent t$pe# o% product# #t"rtin+ %ro! " b"b$ %ood to pi99"# "&& "re "v"i&"b&e under one roo%. In Be&)i it i# t)e !idd&e c&"## peop&e 7)o !o#t&$ do !"r5etin+ %ro! 2i+ 2"99"r. Even !o#t o% t)e peop&e do t)eir !ont)&$ #)oppin+ %ro! 2i+ 2"99"r. Peop&e not on&$ 6(

vi#it 2i+ 2"99"r to do #)oppin+ but "&#o vi#it %or outin+ purpo#e "# it provide# " ver$ nice "!bience to it# cu#to!er#. A# peop&e +o to !"&&# t)e$ ju#t tend to !ove "round 2i+ 2"99"r 7)et)er it i# %or #)oppin+ purpo#e or %or outin+ purpo#e. Arocer$4 "pp"re&# "nd %ood ite!# "re t)e product# 7)ic) "re de!"nded !o#t b$ t)e cu#to!er# o% Be&)i in 2i+ 2"99"r. T)e !"jor dr"7b"c5 o% 2i+ 2"99"r i# t)"t it &"c5# in providin+ enou+) p"r5in+ #p"ce %or it# cu#to!er#. T)i# !"$ di#cour"+e t)e cu#to!er# to co!e to 2i+ 2"99"r "nd #)op "# t)e$ %"ce di%%icu&t$ in p"r5in+ t)eir ve)ic&e#. Even t)ou+) #o!e cu#to!er# #"$ t)"t t)e$ don6t %ee& prob&e! in p"r5in+ t)eir ve)ic&e4 it i# bec"u#e o% t)e p"r5in+ #p"ce "v"i&"b&e to t)e! b$ t)e !"&&. A# it i# #urve$ed it #ee!# t)"t t)e bi++e#t co!petitor# o% 2i+ 2"99"r "re t)e 5ir"n" #tore# "nd t)e di#counted #peci"&t$ #tore# &i5e Ei#)"& !e+" !"rt4 Be&)i b"9""r etc.

7-

F"ND"N;S
It 7"# %ound t)"t t)e re#pondent# "re )i+)&$ #"ti#%ied 7it) re#pect to price4 &oc"tion "nd #tore &"$out8 T)e$ "re #"ti#%ied 7it) t)e v"riet$ o% product# "nd t)e e3c)"n+e %"ci&itie#8 t)e$ "re di##"ti#%ied 7it) t)e ;u"&it$ "nd "v"i&"bi&it$ o% br"nded product#8 "nd )i+)&$ di##"ti#%ied 7it) #t"%% 5no7&ed+e "nd e!p&o$ee be)"viour. Tod"$ t)e con#u!er &oo5# be$ond price "# it c"n be #een t)"t price i# r"ted '4 ot)er %"ctor# #uc) "# ;u"&it$4 e!p&o$ee 5no7&ed+e "nd be)"viour4 v"riet$ )"ve beco!e !ore i!port"nt. 2i+ 2"99"r i# #ucce##%u& in #"ti#%$in+ it# cu#to!er# 7it) &o7 price#4 +ood &oc"tion "nd v"riet$ o% product# but t)e ;u"&it$ . e!p&o$ee 5no7&ed+e "nd be)"viour "re not ver$ #"ti#%"ctor$. 1. *o#t o% t)e re#pondent# vi#it 2i+ 2"99"r "t &e"#t once " !ont)4 7it) *idd&e "+ed !en bein+ t)e !"in vi#itor#. 2. :ee5end# "re pre%erred over 7ee5d"$#4 7it) !idd&e "+ed !en bein+ !o#t co!%ort"b&e 7it) t)i# ti!e. 3. *o#t o% t)e re#pondent# pre%er to #)op in t)e evenin+4 7it) $oun+ !"&e# pre%errin+ t)i# ti!e over t)e ot)er#. '. A )i+) percent"+e o% re#pondent# pre%er to #)op 7it) %riend# %o&&o7ed b$ #pou#e in !o#t o% t)e c"#e#. It 7"# "&#o #een t)"t "+e p&"$# "n i!port"nt ro&e in decidin+ t)e co!p"n$ %or #)oppin+. /. Print "d# "re t)e !o#t #ucce##%u& !ediu! t)rou+) 7)ic) peop&e 7ere "7"re o% 2i+ 2"99"r4 "nd %e!"&e# be&o7 '- $e"r# "re !o#t in%&uenced b$ it. 6. Re#pondent# )"ve " po#itive i!"+e "bout 2i+ 2"99"r. *o#t o% t)e! "re #"ti#%ied 71

7it) t)e price4 v"riet$ "nd pro!otion"& o%%er#4 " %e7 7ere not )"pp$ 7it) t)e &on+ ;ueue# "t t)e bi&&in+ #ection. 7. T)e product# "t 2i+ 2"99"r "re doin+ 7e&& "nd " )i+) percent"+e o% t)e cu#to!er# "re #"ti#%ied 7it) t)e!4 %e!"&e# "bove t)e "+e o% '- $e"r# "re t)e !o#t #"ti#%ied cu#to!er#. ,. *o#t o% t)e cu#to!er# "re #"ti#%ied b$ t)e product "v"i&"bi&it$4 7it) !"&e# bet7een t)e "+e o% 2--3- "nd "bove '- bein+ t)e !o#t #"ti#%ied re#pondent#. (. T)e #i+n"+e "t 2i+ 2"99"r i# )e&p%u& to !o#t o% t)e cu#to!er# "nd t)e #"ti#%"ction &eve& i# )i+)e#t in o&d "+e +roup# "nd !"&e#. 1-. T)e re#pondent# "re !o#t #"ti#%ied 7it) t)e price o% provi#ion# "nd &e"#t #"ti#%ied 7it) t)e price o% "pp"re&. Over "&& t)e price# "re #"ti#%"ctor$. 11. Print "d# i# t)e !o#t #ucce##%u& !ediu! o% "dverti#in+ o%%er# "nd di#count# %or 2i+ 2"99"r4 "t t)e #tore di#p&"$# "&#o p&"$ "n i!port"nt ro&e. 12. T)e pro!otion"& o%%er# "t 2i+ 2"99"r "re doin+ 7e&&4 t)e teen"+er# "nd o&d peop&e t"5e %u&& "dv"nt"+e o% t)e#e o%%er# "nd t)e !"&e# "re !ore "ttr"cted to t)e o%%er#. 13. Hi+) percent"+e# o% t)e re#pondent# "re in t)e 2-$r#-3-$r# "+e +roup. 1'. On T)e b"#e# o% +ender t)ere 7ere !ore !"&e# "# co!p"red to %e!"&e#. 1/. T)e #urve$ +roup 7"# even&$ di#tributed on t)e b"#e# o% !"rit"& #t"tu#. 16. *"jorit$ o% t)e re#pondent# )"ve " !ont)&$ %"!i&$ inco!e o% "bove 3----4 7)ic) !e"n# t)"t upper !idd&e c&"## i# "&#o t"r+eted.

72

T)e !"r5etin+ !i3 o% 2i+ 2"99"r cou&d be !ore concentr"ted on t)e "pp"re& #ection4 "# it i# co!p"r"tive&$ &e## #"ti#%"ctor$ 7it). T)e provi#ion #ection i# "&re"d$ doin+ 7e&& "nd +"inin+ cu#to!er# t)rou+) 7ord o% !out) pub&icit$8 )ence durin+ pro!otion# t)e "pp"re& #ection cou&d be !ore )i+)&i+)ted. 2r"nded "nd de#i+ner &"be&# cou&d "&#o be introduced.

In +ener"& 2i+ 2"99"r i# po#itioned "# " &o7 priced "nd +ood ;u"&it$ #tore. 2ut it i# on&$ t)e &o7 price 7)ic) )"# c&ic5ed 7it) t)e cu#to!er# i.e. t)e con#u!er re+"rd# 2i+ 2"99"r "# " #tore %or re"#on"b&e price "nd not +ood ;u"&it$8 )ence e%%ort# !u#t be !"de to i!prove t)e perception o% t)e con#u!er# re+"rdin+ t)e ;u"&it$ o% t)e product#.

Burin+ t)e pe"5 )our# =7ee5end# . evenin+#? t)e cu#to!er# %"ce prob&e!# due to &e## bi&&in+ counter# "nd &e## nu!ber o% e!p&o$ee# to "ttend to t)e!4 )ence incre"#e in t)e nu!ber o% bi&&in+ counter# "nd #"&e# per#on durin+ pe"5 )our# i# reco!!ended. In +ener"& t)e #tore &"$out i# #"ti#%"ctor$4 but in cert"in p&"ce# it i# con+e#ted "nd t)e product# "re not p&"ced proper&$ due to t)i# " %e7 product# +o unnoticed4 )ence " !ore #p"ciou# "n 7e&& p&"nned #tore &"$out i# reco!!ended.

*o#t o% t)e cu#to!er# "re introduced to t)e di#count# on&$ "%ter t)e$ vi#it t)e #tore4 )ence durin+ "dverti#e!ent# t)e di#count# #)ou&d be )i+)&i+)ted "nd e%%ort# !u#t be !"de to !"5e t)e! 5no7n to t)e pro#pective bu$er#

73

S#;;EST"ONS
2i+ 2"99"r #)ou&d provide &"r+e p"r5in+ #p"ce %or it# cu#to!er# #o t)"t t)e$ c"n e"#i&$ p"r5 t)eir ve)ic&e#.

2i+ 2"99"r #)ou&d inc&ude !ore o% br"nded product# it# product c"te+or$ #o "# to "ttr"ct t)e br"nd c)oo#$ peop&e to co!e in to 2i+ 2"99"r.

It #)ou&d !"5e di%%erent c"#) counter# %or di%%erent cu#to!er#. C"#) counter "nd credit c"rd p"$!ent counter #)ou&d be p&"ced di%%erent&$ in order to reduce t)e ru#) "nd #"ve t)e cu#to!er6# ti!e. T)i# 7i&& be " 5ind o% !otiv"tor %or t)e cu#to!er# o% 2i+ 2"99"r.

T)e #ervice o% t)e #"&e# per#on i# needed to be i!proved. Per#on"& c"re #)ou&d be t"5en b$ t)e #"&e# per#on %or t)e cu#to!er# #o t)"t t)e cu#to!er# %ee& +ood.

Burin+ t)e o%% pe"5 )our6# 2i+ 2"99"r #)ou&d provide #o!e o%%er# to it# cu#to!er# #o t)"t peop&e 7ou&d be encour"+ed to co!e to 2i+ 2"99"r durin+ o%% pe"5 )our#. T)e cu#to!er# 7)o "re pre#ent in t)e !"&& durin+ t)e o%% pe"5 )our# o% 2i+ 2"99"r 7i&& de%inite&$ +o in to 2i+ 2"99"r i% #urpri#e o%%er# "re !"de "t t)"t ti!e.

7'

Cu#to!er c"re dep"rt!ent i# needed to t"5e proper c"re o% cu#to!er co!p&"int# "nd ;uerie#. T)e per#on #ittin+ "t t)e )e&p de#5 o% 2i+ 2"99"r #)ou&d be "b&e to provide "&& nece##"r$ in%or!"tion to t)e cu#to!er# 7)enever it i# re;uired.

T)e in%r"#tructure i# needed to be c)"n+ed " bit durin+ 7ee5end# "# )e"v$ cro7d co!e# in to 2i+ 2"99"r durin+ t)o#e d"$#.

7/

B"BLO; APH%

76

B"BLO; APH%
$ar2eting $anagement
P)i&ip Cot&er Con#u!er 2e)"viour

3EBS"TES
777.p"nt"&oon.co! 777.+oo+&e.co!

NE3SPAPE
Ti!e# o% Indi" 2u#ine## Ti!e#- T)e 1tr"te+i#t

$A;A9"NES
2u#ine## Tod"$

77

Cuestionnaire

Be"r re#pondent4 I "! conductin+ " #urve$ on t)e cu#to!er perception to7"rd# 2IA 2ARRAR4 I 7ou&d be ob&i+ed i% $ou cou&d %i&& t)e %o&&o7in+ det"i&# to t)e be#t o% $our 5no7&ed+e.

1. Ho7 %re;uent&$ do $ou vi#it 2i+ 2"99"rP "? :ee5&$ b? *ont)&$ c? Gu"rter&$ d? On " unp&"nned b"#i# 2. Ap"rt %ro! 2i+ 2"99"r do $ou intend to vi#it "n$ ot)er ret"i& out&et in " *"&&P "? Ue# b? No

3. I% $e# t)en 7)"t "re t)e ot)er ret"i& out&et# do $ou intend to vi#it in " !"&&P "? A"r!ent Out&et b? 0oot7e"r Out&et c? 0ood Court d? Entert"in!ent e? Ai%t Corner %? @e7e&&er$ "nd :"tc)e# #tore '. :)"t i# t)e purpo#e be)ind vi#itin+ 2i+ 2"99"rP "? 1)oppin+ b? Outin+ c? B"tin+ 7,

/. :)"t t$pe o% product# do $ou !o#t&$ purc)"#e in 2i+ 2"99"rP "? C&ot)# b? Arocer$ c? 0ood Ite! d? e"t)er Ite! e? E&ectronic Ite! %? Ai%t Ite! +? An$ ot)er Ite! 6. On "n "ver"+e )o7 !uc) "!ount o% !one$ do $ou #pend in " vi#it to 2i+ 2"99"rP "? 2e&o7 /-b? /-- J 1--c? 1--- J 1/-d? 1/-- J 2--e? *ore t)"n 2--7. Ho7 !uc) ti!e do $ou #pend in " vi#it to 2i+ 2"99"rP "? e## t)"n )"&% "n )our b? H"&% "n )our to 1 )our c? 1 )our to 1 V )our# d? 1 V )our# to 2 )our# e? *ore t)"n 2 )our# ,.:)ic) d"$# o% t)e 7ee5 do $ou pre%er to vi#it 2i+ 2"99"rP "? :ee5 d"$# b? :ee5end# (. :)ic) ti!e o% t)e d"$ do $ou !o#t&$ pre%er to vi#it 2i+ 2"99"rP "? 1-"! J 6p! b? 6p! J 1-p!

7(

1-. Bo $ou +o 7it) " p&"nned &i#t o% product# to be purc)"#ed %ro! 2i+ 2"99"rP "? Ue# b? No

11. Bo $ou prep"re " &i#t o% br"nd# in "dv"nce 7)en $ou vi#it to 2i+ 2"99"rP "? Ue# b? No c? Bepend# on c"te+or$

12. In 7)ic) c"te+orie# o% product# do $ou pre-decide t)e br"nd#P "? C&ot)# b? e"t)er Ite!# c? E&ectronic Ite!# d? Arocer$ e? Ai%t Ite!# %? An$ ot)er Ite!

13. :)"t i# $our !ode o% p"$!ent in 2i+ 2"99"rP "? C"#) p"$!ent b?Credit C"rd

1'. :)"t encour"+e# $ou to vi#it 2i+ 2"99"rP ". Price b. 1ervice c. A!bience d. Product E"riet$ e. Product Gu"&it$ %. Convenience 1/. Ho7 7ou&d $ou r"te t)e #ervice# o% t)e #"&e# per#onne& in 2i+ 2"99"r on " 1 J / #c"&eP Eer$ +ood Aood ,-

O5 Poor Eer$ poor 16. :)"t i# $our convenience to 2i+ 2"99"rP "? Hired ve)ic&e b? T7o-7)ee&er c? 0our-7)ee&er d? An$ ot)er 17. Ho7 i# t)e p"r5in+ #p"ce "v"i&"bi&it$ in 2i+ 2"99"rP "? e## t)"n "de;u"te b? Ade;u"te c? *ore t)"n "de;u"te 1,. Bo $ou +o to Cir"n" #toreP "? Ue# b? No

1(. I% $e#4 )o7 %re;uent&$ do $ou vi#it t)e Cir"n" #toreP 2-. Co!p"re $our ne"re#t Cir"n" #tore 7it) 2i+ 2"99"r on t)e %o&&o7in+ p"r"!eter#. "? Price b? 1ervice c? E"riet$ d? Gu"&it$ e? Convenience %? 1)oppin+ E3perience +? A!bience 1. N"!eI ,1

2. A+eI 3. 1e3I '. oc"tionQAddre##I /. Gu"&i%ic"tionI 6. Pro%e##ionI 7. :)"t6# $our !ont)&$ inco!eP "? 2e&o7 1-4--b? 1-4--- J 2-4--c? 2-4--- J '-4--d? '-4--- J 6-4--e? *ore t)"n 6-4---

,2