“A Study on Brand Awareness of Maggi on Nestle Product with

Reference to Chapra (Saran)”

Under the guidance of: Prof. Pukhraj Kaur

Submitted To Submitted By
Prof. Pukhraj Kaur Sonu Raj

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 DECLARATION

I, student of Post Graduation Diploma in Management, hereby declare that I have successfully

completed this Project on marketing in academic year 2016-2018.The information incorporated

in this project is true and original to the best of our knowledge

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 Acknowledgement
I would like to extend my sincere thanks to SRMSIBS LUCKNOW for granting me this project.

My sincere thanks to prof. Pukhraj Kaur of the faculty of SRMSIBS, for his valuable

suggestions and who has been a great source of inspiration for me to work hard with sincerity.

I would like to give special thanks to Prof. Shyamal Gupta Director of my college without his

guidance and entering support this project would not been completed successfully.

I would also like to extend my gratitude towards my college guide Prof. Pukhraj Kaur and also

other members who has directly and indirectly helped in the successful completion of this

project.

Sonu Raj

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 ABSTRACT
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that are
sold quickly and at relatively low cost. Examples include non-durable goods such as packaged
foods, beverages, toiletries, over-the-counter drugs and many other consumables. In contrast,
durable goods or major appliances such as kitchen appliances are generally replaced over a
period of several years.

Many fast moving consumer goods have a short shelf life, either as a result of high consumer
demand or because the product deteriorates rapidly. Some FMCGs, such as meat, fruits and
vegetables, dairy products, and baked goods, are highly perishable. Other goods, such as pre-
packaged foods, soft drinks, chocolate, candies, toiletries, and cleaning products, have high
turnover rates. The sales are sometimes influenced by holidays and seasons.
Favourable demographics and rise in income level to boost FMCG market FMCG market in
India is expected to grow at a CAGR of 20.6 per cent and is expected to reach US$ 103.7 billion
by 2020 from US$ 49 billion in 2016 Total consumption expenditure is set to increase at a
CAGR of 22.57 per cent from 2016-2021.Total consumption expenditure is expected to reach
nearly US$ 3600 billion by 2020 from US$ 1,595 billion in 2016 Rise in rural consumption to
drive the FMCG market .The rural FMCG market in India is expected to grow to US$ 220 billion
by 2025 from US$ 29.4 billion in 2016
CAGR
Nestlé S.A. is a Swiss transnational food and drink company headquartered in Vevey, Vaud,
Swit-zerland. It is the largest food company in the world, measured by revenues and other
metrics, since 2014. It ranked No. 64 on the Fortune Global 500 in 2017 and No. 33 on the 2016
edition of the Forbes Global 2000 list of largest public companies. Nestlé's products include baby
food, medical food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy
products, ice cream, fro-zen food, pet foods, and snacks. Twenty-nine of Nestlé's brands have
annual sales of over CHF1 billion (about US$1.1 billion), including Nespresso, Nescafé, Kit Kat,
Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestlé has 447 factories, operates in 194
countries, and employs around 339,000 people. It is one of the main shareholders of L'Oreal, the
world's largest cosmetics company.
Maggi is an international brand of seasonings, instant soups, and noodles that originated in
Switzerland in late 19th century. The Maggi company was acquired by Nestlé in 1947.
Different types of brand awareness of Maggi have been identified, namely brand recall and brand
recognition. Key researchers argue that these different types of awareness operate in
fundamentally different ways and that this has important implications for the purchase decision
process and for marketing communications. Brand awareness of Maggi is closely related to
concepts such as the evoked set and consideration set which describe specific aspects of the
consumer's purchase decision. Consumers are believed to hold between three and seven brands
in their consideration set across a broad range of product categories. Consumers will normally
purchase one of the top three brands in their consideration set.

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 TABLE OF CONTENTS

CHAPTER – 1 INTRODUCTION

1.1 ABOUT THE TOPIC………………………………………………………………..

1.2 OBJETIVES OF THE STUDY……………………………………………………...
1.3 RATIONAL…………………………………………………………………………
1.4 COMPANY PROFILE………………………………………………………………

CHAPTER – 2 LITERATURE REVIEW

2.1 LITERATURE REVIEW……………………………………………………………

CHAPTER – 3 RESEARCH METHOLOGY

3.1 RESEARCH DESIGN………………………………………………………………

3.2 DATA COLLECTION………………………………………………………………
3.3 SAMPLE SIZE………………………………………………………………………

CHAPTER – 4 DATA ANALYSIS

4.1 DATA ANALYSIS AND INTERPRETATION…………………………………….

CHAPTER – 5 FINDINGS………………………………………………………………

CHAPTER – 6 SUGGESTION AND RECOMMEDATION…………………………...

CHAPTER – 7 CONCLUSION…………………………………………………………
BIBLOGRAPHY……………………………………………………….
ANNEXURE……………………………………………………………

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Introduction

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Retail means selling goods and services in small quantities directly to customers. Retailing

consists of all activities involved in marketing of goods and services directly to consumer for

their personnel family and household use.

The Indian retailing industry is becoming intensely competitive, as more and more payers are

Vying for the same set of customers. The major retail players are Pantaloon Retail, Shoppers

Stop, Reliance, etc.

Retailing is one of the biggest sectors and it is witnessing revolution in India. The new entrant in

retailing in India signifies the beginning of retail revolution. India's retail market is expected to

grow tremendously in next few years. According to AT Kearney, The Windows of Opportunity

shows that Retailing in India was at opening stage in 1995 and now it is in peaking stage in 2006.

India's retail market is expected to grow tremendously in next few years. India shows US$330

billion retail market that is expected to grow 10% a year, with modern retailing just beginning.

India ranks first in 2005. In fact, in 2005 and 2006, India is the most compelling opportunity for

retailers, because now India is in peaking stage.

Sector details

1. Introduction to retail industries.

2. Retail word is derived French word retailer means to cut off a piece.

3. Retailing includes all the activities involved in selling goods or services to the final

customer for personnel or non-business use.

4. Supermarket is a retailing of a wide variety of consumer products under one roof, ample

stock, stock of several brands & extended business hours.

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History of retailing

Retail concept is old in India. World’s first departmental store started in Rome.

Today’s kirana stores are based on Manusmriti&Kautilya’sarthshastra.

Haats, Melas, Mandis& door to door salesmen are traditional Indian retail.

Vishal Mega Mart is a retail sector, which is providing good quality of products in very

reasonable price than its competitors. Retailing and wholeselling consist of many organizations

designed to bring goods and services from the point of production to the point of use.

Retailing includes all the activities involved in selling goods or services directly to final

consumers for their personal, non-business use. Retailers can be classified in terms of store

retailers, non-store retailing, and retail organizations.

Store retailers include many types, such as specialty stores, department stores, supermarkets,

convenience stores, superstores, combination stores, hypermarkets, discount stores, warehouse

stores, and catalog showrooms. These store forms have had different longevities and are at

different stages of the retail life cycle. Depending on the wheel-of-retailing, some will go out of

existence because they cannot compete on a quality, service, or price basis.

Non-store retailing is growing more rapidly than store retailing. It includes direct selling (door-

to-door, party selling), direct marketing, automatic vending, and buying services.

Much of retailing is in the hands of large retail organizations such as corporate chains, voluntary

chain and retailer cooperatives, consumer cooperatives, franchise organizations, and

merchandising conglomerates. More retail chains are now sponsoring diversified retailing lines

and forms instead of sticking to one form such as the department store.

Retailers, like manufacturers, must prepare marketing plans that include decisions on target

markets, product assortment and services, store atmosphere, pricing, promotion,

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And place. Retailers are showing strong signs of improving their professional management and

their productivity, in the face of such trends as shortening retail life cycles, new retail forms,

increasing intertype competition, and polarity of retailing, new retail technologies, and many

others.

Wholesaling includes all the activities involved in selling goods or services to those who are

buying for the purpose of resale or for business use. Wholesalers help manufacturers deliver their

products efficiently to the many retailers and industrial users across the nation. Wholesalers

perform many functions, including selling and promoting, buying and assortment-building, bulk-

breaking, warehousing, transporting, financing, risk bearing, supplying market information, and

providing management services and counseling. Wholesalers fall into four groups. Merchant

wholesalers take possession of the goods and include full-service wholesalers (wholesale

merchants, industrial distributors) and limited-service wholesalers (cash-and- carry wholesalers,

truck wholesalers, drop shippers, rack jobbers, producers' cooperatives, and mail-order

wholesalers). Agents and brokers do not take possession of the goods but are paid a commission

for facilitating buying and selling. Manufacturers' and retailers' branches and offices are

wholesaling operations conducted by non-wholesalers to bypass the wholesalers. Miscellaneous

wholesalers include agricultural assemblers, petroleum bulk plants and terminals, and auction

companies.

Wholesalers, too, must make decisions on their target market, product assortment and services,

pricing, promotion, and place. Wholesalers who fail to carry adequate assortments and inventory

and provide satisfactory service are likely to be bypassed by manufacturers. Progressive

wholesalers, on the other hand, are adapting marketing concepts and streamlining their costs of

doing business.

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TECHNOLOGIES USED IN RETAILING SECTOR

 In-store technologies-

 Interactive kiosks

 Virtual display case

 Radio Frequency identification tags

 Self-scanning & self-checkout system

 Body scanning

 Online technology-

 Online display of products

 Online shopping

CHALLENGES

 Largely urban phenomenon, pace of growth is still slow.

 Not being recognized as an industry in India so avai lability of finance is low to

new market players.

 High cost of real estate.

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  High stamp duties.

 Lack of infrastructure.

 Multiple & complex taxation system.

 Protest against retail sector.

FUTURE STRATEGY

 It is projected that up to 2010 retail sector will be worth around US $ 300 billion.

 FDI is going to increase rapidly, up to 2010 retail sector will become biggest industry in

India.

 Retail sector is expected to create 2 million jobs up to 2010.

 According to Indian Retail Report top 10 players in modern retail trade are going to

invest US $ 18-20 billion in next five years.

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SECTOR DETAILS

In India, the most of the retail sector is unorganized. In India, the retail business contributes

around 10 percent of GDP. Of this, the organized retail sector accounts only for about 5 percent

share, and the expected annual growth rate is 5% per annum and remaining share is

contributed by the unorganized sector. The main challenge facing the organized sector is the

competition from unorganized sector. Unorganized retailing has been there in India for centuries,

theses are named as mom-pop stores. The main advantage in unorganized retailing is consumer

familiarity that runs from generation to generation. It is a low cost structure, they are mostly

operated by owners, has very low real estate and labor costs and has low taxes to pay. And it also

gives 8% Employment to the country annually.

In late 1990's the retail sector has witnessed a level of transformation. Retailing is being

perceived as a beginner and as an attractive commercial business for organized business i.e. the

pure retailer is starting to emerge now. Organized retail business in India is very small but has

tremendous scope. The total in 2005 stood at $225 billion, accounting for about 10% of GDP. In

this total market, the organized retail accounts for only $8 billion of total revenue. According to

A T Kearney, the organized retailing is expected to be more than $23 billion revenue by 2010.

In organized retailing will grow faster than unorganized sector and the growth speed will be

responsible for its high market share, which is expected to be $ 17 billion by 2010-11.

The organized sector is expected to grow faster than GDP growth in next few years driven by

favorable demographic patterns, changing lifestyles, and strong income growth. This organized

retail sector mix includes supermarkets, hypermarkets discounted stores and specialty stores,

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departmental stores. For example, Spencer network has 69 stores, which includes seven Spencer

hypermarkets, three Spencer super markets and 49 Spencer Daily’s. Now the company is

planning to open 20 stores in 10 cities in six months. The top 10 retailers account only for 2% of

total market, today modern retailing is expected to enter a boom phase, which has major players

and these players might capture 10% of total market, within next five years. The retail sales in

India for future are shown below (data from 2005-2008 is based on estimates)

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The trend in the Industry

1. Low share of organized retailing

2. Falling real estate prices

3. Increase in disposable income and customer aspiration

Increase in expenditure for luxury items (CHART)

Another credible factor in the prospects of the retail sector in India is the increase in the young

working population. In India, hefty pay packets, nuclear families in urban areas, along with

increasing working-women population and emerging opportunities in the services sector. These

key factors have been the growth drivers of the organized retail sector in India which now boast

of retailing almost all the preferences of life - Apparel & Accessories, Appliances, Electronics,

Cosmetics and Toiletries, Home & Office Products, Travel and Leisure and many more. With

this the retail sector in India is witnessing rejuvenation as traditional markets make way for new

formats such as departmental stores, hypermarkets, supermarkets and specialty stores.

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 Existing competition

 Reliance fresh.

 Aditya Birla group.

 Shopper’s Shoppe.

 Subhiksha.

 Big bazaar.

 Mark and Spencer’s.

 Patanjali Stors

The untapped scope of retailing has attracted superstores like Wal-Mart into India, leaving

behind the kiranas that served us for years. Such companies are basically IT based. The other

important participants in the Indian Retail sector are Bata, Big Bazaar, Pantaloons, Archies, Cafe

Coffee Day, landmark, Khadims, Crossword, to name a few.

Evolution of Indian Retail Industry

Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take place.

The inception of the retail industry dates back to times where retail stores were found in the

village fairs, Mela’s or in the weekly markets. These stores were highly unorganized. The

maturity of the retail sector took place with the establishment of retail stores in the locality for

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convenience. With the government intervention the retail industry in India took a new shape.

Outlets for Public Distribution System, Cooperative stores and Khadi stores were set up. These

retail Stores demanded low investments for its establishment. International Brand Outlets, Hyper

or Super markets, shopping malls and departmental stores

Retailing in India: a forecast

Future of organized retail in India looks bright. According to recent researches it is projected to

grow at a rate of about 37% in 2007 and at a rate of 42% in 2008. It will capture a share of 10%

of the total retailing by the end of 2010.

INDIA: A Hot Spot

India retail industry is the largest industry in India, with an employment of around 8% and

contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%

yearly being driven by strong income growth, changing lifestyles, and favorable demographic

patterns.

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.

India retail industry is one of the fastest growing industries with revenue expected in 2007 to

amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is

expected in the industry of retail in India by growth in consumerism in urban areas, rising

incomes, and a steep rise in rural consumption. It has further been predicted that the retailing

industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7-billion.

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Shopping in India has witnessed a revolution with the change in the consumer buying behavior

and the whole format of shopping also altering. Industry of retail in India which have become

modern can be seen from the fact that there are multi- stored malls, huge shopping centers, and

sprawling complexes which offer food, shopping, and entertainment all under the same roof.

India retail industry is expanding itself most aggressively; as a result a great demand for real

estate is being created. Indian retailers preferred means of expansion is to expand to other

regions and to increase the number of their outlets in a city. It is expected that by 2010, India

may have 600 new shopping centers.

In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9%

annually. The branded food industry is trying to enter the India retail industry and convert Indian

consumers to branded food. Since at present 60% of the Indian grocery basket consists of non-

branded items.

As the contemporary retail sector in India is reflected in sprawling shopping centers, multiplex-

malls and huge complexes offer shopping, entertainment and food all under one roof, the concept

of shopping has altered in terms of format and consumer buying behavior, ushering in a

revolution in shopping in India. This has also contributed to large-scale investments in the real

estate sector with major national and global players investing in developing the infrastructure

and construction of the retailing business.

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Growth Drivers

Growth drivers in India for retail sector

 Rising incomes and improvements in infrastructure are enlarging consumer markets and

accelerating the convergence of consumer tastes.

 Liberalization of the Indian economy

 Increase in spending Per capital Income.

 Advent of dual income families also helps in the growth of retail sector.

 Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.

 Consumer preference for shopping in new environs

The Internet revolution is making the Indian consumer more accessible to the growing

influences of domestic and foreign retail chains. Reach of satellite T.V.

 Channels are helping in creating awareness about global products for local markets.

 About 47% of India's population is under the age of 20; and this will increase to 55% by

2015. This young population, which is technology-savvy, watch more than 50 TV satellite

channels, and display the highest propensity to spend, will immensely contribute to the

growth of the retail sector in the country.

 Availability of quality real estate and mall management practices

 Foreign companies' attraction to India is the billion-plus population.

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Employment opportunities in retail sector in India

India's retail industry is the second largest sector, after agriculture, which provides employment.

According to Associated Chambers of Commerce and Industry of India (ASSOCHAM), the

retail sector will create 50,000 jobs in next few years.

Retail companies are starting retail management courses in partnership with management

institutes, roping in talent from other sectors and developing comprehensive career growth and

loyalty plans for existing employees.

Top players like Pantaloon Retail India Limited, Trent, Shopper's Stop, RPG Group and ebony

are virtually on their toes.

Consider the plans of largest player, The Pantaloon Retail India Ltd, the company has developed

a comprehensive strategy, where in it expects that in 2years, it will not recruit any new managers

from outside.

"The estimated need is 1 lakh of employees till 2011", said Mr. Sanjoy Jog, HR Head at

Pantaloon Retail India Ltd. Pantaloon has the concept of partnership with educational Institute to

run retail courses across the entire chain. Trent has also started in-house learning programmers

and now goes to under graduate colleges to recruit students.

Since, the job market is hugely receptive to this with more and more business schools focusing

on the sector and large retailers setting up retail academics.

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Challenges of Retailing in India

In India the Retailing industry has a long way to go, and to become a truly flourishing industry,

retailing needs to cross the following hurdles:

* The first challenge facing the organized retail sector is the competition from unorganized

sector.

* In retail sector, Automatic approval is not allowed for foreign investment.

* Taxation, which favors small retail businesses.

* Developed supply chain and integrated IT management is absent in retail sector.

* Lack of trained work force.

 Low skill level for retailing management.

 Intrinsic complexity of retailing- rapid price changes, threat of product obsolescence

and low margins.

* Organized retail sector has to pay huge taxes, which is negligible for small retail business.

Many agencies have estimated differently about the size of organized retail market in 2010.

The one thing that is common amongst these estimates is that Indian organized retail market

will be very big in 2010. The status of the retail industry will depend mostly on external factors

like Government regulations and policies and real estate prices, besides the activities of

retailers and demands of the customers also show impact on retail industry.

Competition in retail

IndiaRetailBiz attempts to capture excitement of Retail Business in India by aggregating the best

in news, views, research, analysis, trends, technology, and competition dents retail sector

growth.
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The performance of the retail sector in the last quarter of financial year 2008-09 has been a

gloomy one. Not only has the quarter-on-quarter growth declined by 700 basis point, on year-on-

year (YoY) basis, sales growth fell drastically from 67.8% to 49.1%. Including the recently listed

Koutons and Vishal Retail, all big retailers continue to be on an aggressive expansion mode. This

kind of competition is having a negative impact on margins of retailers, as the target audience for

all of them, more or less, remains the same.

The slowdown has triggered a volume game in the industry. Strategies like promotional

campaigns, freebies, promoting private labels and online discounts are just some of the avenues

that retailers are looking at to lure customers. According to analysts, this is a knee-jerk reaction

by the industry to fight the inflation-induced dent in the purchasing power of customers. As they

say, retail is a number game, so, big retailers are trying to push volumes. For some, it comes at

the cost of profit. Meanwhile, in contrast to YoY sales growth of 49% for the sector, the interest

cost has registered a whopping 96% growth. Though growing at a lesser 39%, depreciation cost

has also been impacting margins.

The cost factor too is adding to the woes. For instance, during the quarter, Shoppers Stop opened

its new stores in various formats. Provogue and Pantaloon followed soon. The companies are

increasing their geographical presence in the wake of increasing competition. Launch of new

formats continues to catch the attention of these retailers. In fact, a couple of these new formats

are already generating profit at the operating level, thus showing a positive sign towards growth.

Like for Shoppers Stop, the average transaction size increased by about 7% for the current

quarter over the same quarter in the previous year. Players like Provogue and Pantaloons too

have witnessed a similar upward movement. Also, though growth in total expenses as a whole

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has almost been equivalent to the growth in sales at about 47%, some individual cost items like

staff costs, selling and administration costs are under control. On a YoY basis, staff cost has

grown at 26% against 44% in the corresponding quarter of the previous year.

Nonetheless, raw material cost continues to remain high - it grew by 66% in the last quarter and

now is equivalent to 74% of the industry's aggregate net sales. This is the reason why operating

margins have reduced to 4.8% of the revenue sale compared with 5.7% during the corresponding

quarter of the previous year.

Among individual retailers, Pantaloon Retail continues to outgrow the industry - it recorded 57%

a YoY growth in net sales during March 2008 quarter. Although it is lower compared with the

63% growth recorded during the December quarter, momentum continues to favor the company.

New stores drove the growth in value-for-money format - strategies such as KB's Fair Price and

online shopping are picking up. Their home store division has also been doing well. Next on

growth charts is Provogue, which grew 40% in the last quarter, similar to the previous quarter.

In short, setting up of new stores has resulted in higher working capital funding, which has raised

the industry's interest outgo. For Pantaloon, interest cost has almost doubled during the current

quarter - as a proportion of sales, it has increased from 2.7% to 3.2% on a YoY basis. Provogue

seems to be an exception in this as it recorded the highest increase of 100 basis points in interest

cost for March 2008. Overall, the profitability margin has seen a sharp decline.

Only Shoppers Stop has registered some profit compared with its performance in the

corresponding quarter of the previous year. The company's net profit margin now stands at 0.7%

of net sales as compared to -1% in March 2007 quarter. It can be concluded that margins of retail

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companies seem to have been hit by costs related to their ambitious expansion programmer.

Expansion plans for some of them are running behind schedule. It has led to higher interest cost,

yet retail companies are trying hard to cut costs by keeping inventory and carrying costs under

control.

July 8, 2008

Source: Economic Times

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Big retailers at loggerheads with MNCs over brands

A serious conflict is brewing between Indian retailers and multinationals over imports of global

brands. To stay afloat in the dog-eat-dog world of retail, local retailers have reached

arrangements with overseas players to bring in some international brands, rattling many MNCs

who manufacture or market these products locally. In some cases, these brands have not yet been

introduced in India.

Several major MNCs with a long presence in India are invoking the Intellectual Property Rights

(imported goods) Enforcement Rules 2007 to stop retailers from importing foreign brands.

Hindustan Unilever, L’Oreal, Lancome Perfumes, Oakley Inc, Nivea and Mico have already

registered several brands with the Customs department. Sources said other MNCs are expected to

follow suit.

Market circles perceive this as a move to prevent Indian retailers from getting first access to

these brands. Some of the retailers are debating plans to legally contest the move, since they

possess a free sale certificate from the source of import. Retailers like Big Bazaar & Food

Bazaar, Reliance Retail, Spencer’s and Sankalp Retail (MyDollarStore), among others, have

begun importing sizeable consignments of leading consumer brands and their variants for better

fill rates, product variety and higher margins.

However, the multinationals are not amused, and claim that it leads to loss of business

opportunity, unfair competition and product cannibalization. The fundamental issue here,

according to analysts, is that the Indian arms of the leading FMCG companies would like to

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control the way their brands are marketed and sold. They would also like to determine when new

products and variants of existing products should be introduced in India.

A key reason for retailers to step up imports is bottom lines. Profit margins on imported products

are around 20% more than local brands, where producers and retailers are at loggerheads over

sharing margins.

“We are concerned over issues like protecting the properties of our brands, including quality and

consumer perception. Such unplanned imports create brand confusion in the minds of consumers,

since the properties of an imported brand are completely different from the domestic ones, which

are localized to suit the specific region’s requirements. An unpleasant experience may work

against our brand,” said a high-ranking official in a leading multinational, which makes personal

care products.

Retailers claim they are creating ‘demand in advance’ for the multinationals, which would

otherwise have to invest heavily in marketing and ad spends to promote the brands. Analysts say

the developments are the natural effects of a globalised market that India is moving towards,

which upsets the conventional distribution and trade practices.

July 7, 2008

Source: Economic Times

Big players - plans and investments

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Types of Retailing

There are several types we can see in Retailing. They are like:

Specialty Store:

Narrow product line with deep assortment, viz apparel stores, book stores etc. A clothing store

would be a single line store, men's clothing store would be limited line store &men's custom-

shirt store would be a super specialty store.

Example: The limited, The Body Shop.

Departmental Store:

Several products lines-typically clothing, household goods, home furnishings- with each line

operated as a separate department managed by specialist buyers or merchandisers.

Example: Sears, Bloomingdale's.

Supermarkets:

Relatively large, low-cost, low-margin, high volume, self-service operation designed to serve

total needs for food, laundry & household maintenance products.

Example: Kroger, Safeway.

Convenience Stores:

Relatively small store located near residential area, open long hours, seven days a week and

carrying a limited line of high-turnover convenience products at slightly higher prices.

Example: 7-Eleven, Circle K.

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Discount Store:

Standard merchandise sold at lower prices with lower margins and higher volumes. True

discount stores regularly sell merchandise at lower prices and offer mostly national brands.

Example: Wal-Mart, Kmart.

Off-price retailer:

Merchandise bought at less than regular wholesale prices & sold at less than retail; often-leftover

goods, overruns and irregulars obtained at reduced prices from manufacturers or other retailers.

Factory outlets are owned and operated by manufacturers and normally carry the manufacturer's

surplus, discontinued or irregular goods.

Example: Mikasa (dinnerware), Dexter (shoes)

Independent off-price retailers are owned & run by entrepreneurs or by divisions of larger retail

corporations.

Example: T.J.Maxx, Filene's Basement.

Superstore:

Averages 35,000 square feet of selling space traditionally aimed at meeting consumers' total

needs for routinely purchased food and non-food items. Usually offer services such as laundry,

dry cleaning, shoe repair, check cashing & bill paying.

A new group called "category killers" carries a deep assortment in a particular category & a

knowledgeable staff.

Example: Borders books & Music, IKEA.

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Combination stores are a diversification of the supermarket store into the growing drug-and-

prescription field. Combination food & drug stores average 55,000 square feet of selling space.

Example: Jewel & Osco stores.

Hypermarkets range between 80,000 and 220,000 square feet and combine supermarket, discount

& warehouse retailing principles. Product assortment goes beyond routinely purchased goods &

includes furniture, large & small appliances, clothing items and many other items. Bulk display

& minimum handling by store personnel with discounts offered to customers who are willing to

carry heavy appliances and furniture out of the store. Hypermarkets originated in France.

Example: Carrefour and Casino (France), Pyrca, Continente and Alcampo (Spain).

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 EMERGING TRENDS IN INDIAN ORGANIZED RETAIL SECTOR

BPO INDUSTRY IN INDIA

BPO (Business Process outsourcing) is one of the fastest growing segments of the Information

Technology Enabled Services (ITES) industry in India. Business Process Outsourcing refers to

the delegation of one or more IT-intensive business process to an external provider that in turn

owns administers and manages the selected process based on defined and measurable

performance criteria. The Indian BPO industry is constantly growing and a lot of fortune 500

companies are outsourcing services to India. There are several reasons for India’s emergence as

one of leading outsourcing destinations. India is very rich in educated and talented human

resource. India is one of the pioneers in software development. India has an excellent technical

facilities and infrastructure for setting up call centers. Time zone difference between India and

America has also worked to the advantage of Indian BPO industry. India has an 8-12 hour time

zone difference with respect to the US and other developed markets. Most of the Indian cell

centers servicing American customers have timings between 5:30 pm to 9:30 am this time zone

difference allows Indian companies BPO’s to service American clients by working in the nights.

last but not the least India has huge pool of English speaking workforce that provides excellent

voice based services at extremely competitive costs resulting in huge savings for companies.

Some of the leading BPO companies in India are

 GE capital.

 Converges

 Wipro Spectra mind.

 Dell

29
 ICICI One Source

 MphasiS.

Inflation in India

Inflation in India is at an acceptable level and remains much lower than in many other

developing countries. But off late prices of essential commodities such as food grain, edible oil,

vegetables etc have risen sharply and in the process driving up the inflation rate.

Inflation is defined as a sustained increase in the general level of prices for goods and services. It

is measured as an annual percentage increase. As inflation rises the value of currency goes down.

The current rise in inflation has its roots in supply-side factors. There was shortfall in domestic

production vis-à-vis domestic demand and hardening of international pieces, prices of primary

commodities, mainly food items. Wheat, pulses, edible oils, fruits and vegetables, and

condiments and spices have been the major contributors to the higher inflation rate of primary

articles. The inflation was also accompanied by buoyant growth of money and credit. While

GDP growth zoomed to 9.0 per cent per annum, the board money (M3) grew by more than 20

per cent.

Inflation is calculated on the bases of Wholesale Price Index (WPI) while in other countries it is

calculated on Consumer Price Index (CPI).

The emerging trends in the Indian organized retail sector would help the economic growth in

India.

30
There is a fantastic rise in the Indian organized retail sector in a very short period of time

between 2001 and 2006. Eventually, out of the shadows of the unorganized retail sector, India

has a chance of tremendous economic growth, both in India and abroad.

The emerging trends in the Indian organized retail sector are also adding up to the development

of the Indian organized retail sector. The relaxation by the government on regulatory controls on

foreign direct investments has added to the process of the growth of the Indian organized retail

sector.

The infrastructure of the retail sector will evolve radically in the recent future. The emergences

of shopping malls are increasing at a steady pace in the metros and there are further plans of

expansion which would lead to 150 new ones coming up in India by 2008. As the count of super

markets is going up much faster than rate of growth in retail sector, it is taking the lion’s share in

food trade.

The growth of the Indian organized retail sector is anticipated to be heavier than the growth of

the gross domestic product. Alterations in people's lifestyle, growth in income levels, and

encouraging conventions of demography are proving favorable for the new emerging trends in

the Indian organized retail sector.

The success of this retail sector would also lie in the degree of penetration into the lower income

31
strata to tap the possible customers in the lowest levels of society. The demands of the buyers

would also be enhanced by more access to credit facilities.

With the arrival of the Transnational Companies (TNC), the Indian retail sector will undergo a

transformation. At present the Foreign Direct Investments (FDI) is not encouraged in the Indian

organized retail sector but once the TNC'S get in they inevitably try to oust their Indian

counterparts. This would be challenging to the retail sector in India.

The trends to follow in the future:

 The Indian Organized retail sector will grow up to 10% of total retailing by 2010.

 No one single format can be assumed, as there is a huge difference in cultures regionally.

 The most encouraging format now would be the hyper marts.

The hyper mart format would be further encouraged with the entry of the TNCs

Current Scenario

 A glimpse of the International Retail

 One of the world's largest industries exceeding US$ 9 trillion

 47 global fortune companies & 25 of Asia's top 200 companies are retailers

 Dominated by developed countries

 US, EU & Japan constitute 80% of world retail sales.

 Biggest player in India is Pantaloon Retail India Limited.

32
 Percentage of Organized Retail

USA - 85%

Taiwan - 81%

Malaysia - 55%

Thailand - 40%

Brazil - 36%

Indonesia - 30%

Poland - 20%

China - 20%

India - 3%

33
 THE OBJECTIVES OF THE PROJECT

This Project work has certain objectives behind it. Without any proper objective one cannot plan
its implementation. If the objective of the study is not proper then the whole research is of no
use.

In India there are many sectors where the different companies or 34 organization functions
within, we have chosen the Patanjali, ayurvedic and herbal sector which directly deals with
people issues.

Basically our main objective was to see that the bend of the Indian people towards Patanjali is
because of it being a swadeshi brand, herbal and ayurvedic brand or some of the other factors.

Along with this there are some objectives of this study:

 To compare the brands of Patanjali with various competitors (Dabur & HUL).

 To find out which strategy used to sell their products.

 Which is most preferred brand (Patanjali) in retail store like big bazaar and other stores.

34
 RATIONALE FOR THE PROJECT

The rational of research to find out the retailers view about patanjali product.What are the

challenges faced by retailer. Where the company stand after five years.To analyze sell of

patanjali and their competitors and what are the perception and brand loyalty of the product

Each company makes its own strategies for its products and brand. These strategies are made

keeping in to consideration all the internal (employees, stake holders, financial conditions) and

external (customers, competitors) factors. These strategies directly help the company to increase

the demand for its customer product which then helps increase the sales. These strategies could

be promotional strategies, pricing strategies distribution strategies etc

35
 Literature review

Verma and Madan (2011)in a study conducted in Indian context highlighted that retailers

are offering newer service dimensions to create unique shopping experiences for the customers.

However, whether consumers are able to perceive newer service dimensions and getting affected

for store patronage in new store formats or not, remains to be found out. They emphasized the

fact that Indian retail environment is going through a sea change due to the introduction of

new formats and opening up of retail industry, it becomes important to understand

the store image perceptions of consumers here. The study attempted to find out the key factors

that are perceived as important to Indian consumer in evaluation of a retail format.

Jayawardhena (2011)in a study conducted in Central India, tested a conceptual model of the

effects of customer and service orientation (SO) behaviours of individual retail employees on

individual customers’ perceptions of service encounter quality (SEQ), service quality (SQ),

value, satisfaction, and behavioural intentions (BI).The sample was customers of a supermarket

in central India, and they completed questionnaires following mall intercept. To test the

hypotheses, structural equation modelling was employed. They found that service and customer

orientation (CO) behaviours are positively related to SEQ and SQ; SEQ is positively related to

SQ and customer satisfaction; SQ is positively related to value perceptions and customer

36
satisfaction; and customer satisfaction is positively related to retail customers’ BI. However the

study found that value is not related to customer satisfaction.

Ghosh, Tripathi and Kumar (2010) in their study conducted in Indian context, attempted

to address issues related to store attributes and their relevance in the store format selection.

Eleven variables (store attributes) had been identified based on theory and judgment. Factor

analysis had yielded three factors: Convenience and Merchandise Mix, Store Atmospherics, and

Services. The factors identified and recommendations made would be of use to retailers in

designing their outlets with store attributes that would meet the expectations of shoppers and thus

motivate them towards store patronage decisions.

Ali, Kapoor and Janakiraman (2010) in a study conducted on households of

Gomtinagar area of Lucknow city analyzed a marketing strategy for a modern Food and Grocery

market based on consumer preferences and behaviour. The researchers personally surveyed a

total of 101 households having sufficient purchasing power using structured questionnaire. The

results indicated that preferences of the consumers were their priority for cleanliness and

freshness of food products followed by price, quality, variety, packaging, and availability of non-

seasonal fruits and vegetables. It was found that the consumers' preferences of marketplace

largely depend on the convenience in purchasing at the marketplace along with the availability of

37
additional services, attraction for children, basic amenities, and affordability. Results also

suggested that most of the Food and Grocery items are purchased in loose form from the nearby

outlets, whereas fruits and vegetables are mostly purchased daily or twice a week due to their

perishable nature. However, grocery items are less frequently purchased.

Hemalatha, Ravichandran and Lakshmi (2010) found that there is a dearth of tested

instruments which could measure customer-perceived service quality of a retail store in the

Indian context. In order to understand the driving factors of a typical Indian retail customer, the

key objective of their study was to empirically test the service quality dimensions. The study also

carried out the gap analysis and identified the areas for improvements in retail service quality.

Chakraborty (2010) in a study conducted in Hyderabad, India identified the driving shopping

motives of Indian consumer for Discount store formats. Factor analysis extracted three shopping

motives, two of which related to hedonic shopping motive and one to utilitarian. The factors

were named as diversion, socialization and utilitarian. Other three dimensions of the study were

store attributes, shopping outcomes, and shopping perceived cost. Under each dimension, factors

related to Discount store were identified. The identified factors could be the key for discount

stores for understanding their shoppers.

Seock and Lin (2010) examined the cultural influences on young consumers’ loyalty

tendency and evaluations of the relative importance of apparel retail store attributes in Taiwan

and the USA. A structured questionnaire was developed to collect the data. Factor 63 analysis

was employed to identify dimensions of apparel retail store image attributes. Multivariate

analysis of variance and hierarchical multiple regression analysis were used to examine the

38
hypotheses. Results of the study showed that American consumers have significantly greater

collectivistic characteristics than Taiwanese. The study also found that country of residence is a

significant and stronger indicator in predicting loyalty tendency than individualism and

collectivism dimensions. The results of the study showed that evaluation of the relative

importance of retail store attributes is influenced by culture. Among the five apparel retail store

attribute dimensions identified in the study, Taiwanese and US respondents’ evaluation of the

importance of “convenience”, “product” and “information communication” factors of retail store

image attributes differed significantly

Paswan, Pineda and Ramirez (2010)in a study conducted in Mexico investigated

whether influx of large stores is inevitable, by focusing on consumers' motivation for selecting a

retail store, and the association between these motivation dimensions and the shopping

patronage. The results indicated that consumer's preference for small stores is positively

motivated by functional benefits and familiarity with small stores; and negatively associated with

the functional benefits offered by large stores. These motivational dimensions were also found to

be positively associated with the share of wallet spent at small stores. It was found that gender

exhibited mixed effect on preference for small stores and the share of wallet. The study revealed

that women feel that large stores provide better functional benefits and support for the local

economy.

Huddleston, Whipple, Mattick, and Lee (2009) in their study conducted on US

households, compared and contrasted customer perceptions related to satisfaction with

conventional grocery stores as compared to specialty grocery stores. Their study examined store

39
attributes of product assortment, price, quality and service in order to determine which attributes

had the greatest impact on store satisfaction for each store format. The results showed that

perception of satisfaction were higher among specialty grocery store customers compared to

conventional grocery store customers. For both store formats, the study found that store price,

product assortment, service and quality positively influenced satisfaction. Stepwise regression

indicated that each store attribute contributed differently to store satisfaction for conventional

and specialty store formats.

Mittal (2009)compared the consumer evaluation of store attributes for grocery and apparel

retail segment. The author emphasized that the retail format which represents the right mix of

various store dimensions, will eventually depend upon the interplay between various store

attributes. This study used a research instrument developed by the author in an earlier study for

the comparative analysis. A very significant pointer from this research was that while there is

some commonality of attributes between retail sectors, the precise importance and mix is,

arguably, determined more by the motivation of the customer behind each specific shopping

excursion. The grocery and apparel store attributes dimensions that had emerged from this study

proved that the factors were different in terms of their composition and importance.

Martínez-Ruiz, Jiménez-Zarco, Barba-Sánchez, and Izquierdo-Yusta (2009) in

a study on Spanish consumers, identified the factors whose perception had the greatest influence

on customer satisfaction. The authors analyzed a database of 422 Spanish consumers who

purchased from different types of self service grocery stores in a representative Spanish city. The

findings revealed that among consumers who exhibited a low propensity to buy store brands,

40
perceptions of the quality image, as well as perceptions of service and convenience, had positive

and significant influences on the maximum level of customer satisfaction. However, for those

consumers who were not prone to buying store brands, only the perception of services and

convenience influenced their maximum level of satisfaction. This research found the features

which could help retailers focus their strategies on appropriate consumer targets and thus attain a

sustainable competitive advantage through their differentiation.

Theodoridis, and Chatzipanagiotou (2009) studied the functional relationship between

store image attributes and customer satisfaction in the market environment of Greece and

investigated the stability of the structural relationships between store image attributes and

customer satisfaction across different customer groups. They identified four specific types of

buyers, namely, the Typical, the Unstable, the Social, and the Occasional. While four of the six

considered store attributes appeared to be significant determinants of customer satisfaction, when

examined for the degree of invariance between the four groups only pricing and products-related

attributes were found to be equally significant in all four groups.

Kamath (2009) in a study conducted in context of Mangalore city of India, found that

consumer satisfaction and loyalty being closely related, the marketing strategies of retailers must

focus on customer retention. The authors emphasized that working out strategies in this direction

required a thorough understanding of the preferences of the consumers on the attributes that are

considered of much significance. They attempted to analyze the consumer’s preferences of the

specific attributes of retail store in Mangalore city. Factor analysis had been used in identifying

the main factors. These factors included shopping experience and ease, entertainment and

41
gaming facilities, promotion, discounts and low prices, add-on facilities and services, variety of

products, and other factors for shopping convenience.

Bhardwaj (2009) measured the links between attribute perceptions and consumer

satisfaction, and between consumer satisfaction and sales performance, in the food retail sector

of India. The study relied upon an extensive data set of consumer satisfaction and sales

information from approximately 180 consumers. Hypothesis constructed addressed the inherent

nonlinearities and asymmetries in these links. The author also provided an example of how firms

could use the estimated linkages to develop satisfaction policies that are predicted to increase

store revenues. First, the author examined nonlinearities and asymmetries in the satisfaction-

sales performance links based on an empirical study. Second, the study advanced the

measurement of behavioural links between consumer satisfaction and performance in the food

retail sector with firm-specific data. Third, the study showed how firms can employ such results

to develop appropriate consumer satisfaction policies. In the case of the cooperating retail

company in this study, the results suggested that managers should focus on consumer service,

quality and value to affect overall consumer satisfaction and its ultimate impact on sales.

Chaubey (2009) in his study conducted in Garhwal Region of Uttrakhand state of India,

identified the consumer perception and their behaviour toward store image, store patronage and

store loyalty. The findings of research indicated that originality of the product is given highest

preference by the respondents and they believe that retail showroom offers original product. It

was followed by the availability of the product in large variety. The relationship and services

offered by the retailer had emerged as another important issue which was given due

42
consideration and scored better in consumer’s preference list. The importance of 66 recognition

of consumers’ value system and the discount offered by the retailer were found to be other

important factors which respondent had considered in selecting the retail showroom.

Goyal and Aggarwal (2009) examined the relative importance of the various products

purchased at organized retail outlets and the choice of format the consumer had, when

purchasing a product. The results showed that not all items are equally important for retail outlets

and various products need specific retail formats.

Choudhary and Sharma (2009) conducted a study in Chandigarh Tricity (Chandigarh and

its satellite cities of Mohali and Panchkula), keeping in view the dynamically growing organized

retail in the region. The data of 200 retailers for the study covered time frame from the year 2007

to 2008. After an extensive literature review it was pertinent that size of retail stores and their

location played a significant role in measuring the operational efficiency of retail stores. An

empirical analysis was conducted using chi-square test of independence to understand the role

and contribution of type of retail formats on operational efficiency and to examine the impact of

location on the same. It was concluded from the data analysis that there was significant influence

of format of retail stores and location on the operational efficiency. However, the degree of

association was found to be low.

Reuttere and Teller (2009) in a study conducted in Central Europe, identified store format

attributes that impact the store format choice when consumers conduct fill-in or major trips to

buy groceries. Their study found that consumers patronise multiple (store based) formats

43
depending on the shopping situation operationalized by the type of shopping trip. The study

adopted the conceptual framework of random utility theory via application of a multinomial logit

modelling framework. The analysis was based on a survey of 408 consumers representing

households. The results revealed a considerable moderating effect of the shopping situation on

the relationship between perceived store format attributes and store format choice. It was found

that consumers’ utilities are significantly higher for Discount stores and Hypermarkets when

conducting major trips. To the contrary, it found that Supermarkets are preferred for fill-in trips

in the focussed retail market.

Alhemoud (2008) studied the product selection processes of Kuwaiti nationals based on their

shopping habits in the Co-operative Supermarkets (Government owned grocery stores). This 67

study attempted to explore the determinant attributes that influence the patronage decisions of

Supermarket consumers in Kuwait. Based on a descriptive analysis of data collected via an

accidental sampling procedure, fourteen store attributes were identified. These attributes were

factor analyzed, generating four image dimensions intuitively labelled as merchandise,

personnel, accessibility, and promotion. A stepwise regression showed that merchandise image

was the most salient in determining the frequency of Supermarket shopping. The results of study

also showed that none of the demographic characteristics of consumers have an impact on the

perceived importance of the promotion image. Most of the differences among the categories of

the consumers' demographic characteristics were found in the accessibility image, providing

possible explanation for why the rank of the importance of accessibility elements varies

considerably from one study to another.

44
Kaul (2007) in a study conducted in the city of Banglore, examined the applicability of Retail

Service Quality Scale (RSQS) developed in the US in India. RSQS has five dimensions and six

sub-dimensions and has been found appropriate in a variety of settings — across different

countries such as South Africa and Singapore and across a variety of store types such as

Supermarkets, Department stores, and Hyper stores. The five dimensions — Physical Aspects,

Reliability, Personal Interaction, Problem Solving, and Policy are believed to capture distinct

though correlated aspects of retail service. Each of the first three dimensions has two sub-

dimensions. These six sub-dimensions, also called the first-order factors, are labelled as

Appearance, Convenience, Promises, Doing it-Right, Inspiring Confidence, and

Courteousness/Helpfulness. Data using a survey questionnaire from 144 adult shoppers at large

format apparel stores indicated that the RSQS dimensions and sub-dimensions were not clearly

identifiable. The study found that the dimension of ‘Physical Appearance’ is the only one that is

relatively clear. All other dimensions were found to be ill-defined. The dimension of ‘Problem-

Solving’ was found to be hazy and all the remaining dimensions of RSQS comprised one factor.

The study concluded that RSQS has limited diagnostic application and is inappropriate for

application in Indian retail. Pre-test interviews of shoppers indicated that several service aspects

mentioned by shoppers during interviews are not included in RSQS.

Mishra (2007) highlighted that the rapid growth of retailing in recent years has necessitated the

upcoming many new firms to benchmark. Retail firms are concerned about the available

resources and their optimum utilization with respect to consumers’ need and preference. The 68

study compared the performance of some selected retail stores using benchmarking in retailing.

The study had used Data Envelopment Analysis (DEA) to assess the relative efficiency of the

45
retail stores. The results of data analysis showed that only sales cannot increase the efficiency of

a retail store

Lather and Kaur (2006) in their study on Malls in India analysed the influence of selected

attributes on store patronage for doing shopping. The authors highlighted that shopper decision

on retail format depends upon store characteristics. Keeping these facts, the researchers had

studied the nine characteristics of Malls to elaborate the enthralling shopping experiences. The

study provided academics, Mall developers and retailers a richer understanding of various

components that contribute to malls experiences. In a study exploring the key factors influencing

customer preferences as applied to the concept of ‘Amul Preferred Outlets’ (which are franchisee

run food retail outlets)

Rao and Kapoor (2006) identified 14 variables to study the store choice criteria. These 14

factors were subject to data reduction through factor analysis that identified three factors namely:

Convenience, Snacks Joint, and Value added services.

Sinha, Mathew and Kansal (2005) found that format choice is a cognitive process.

According to them, like any other purchasing decision, format choice is also information

processing behaviour. They emphasized that a store is chosen based on the confidence that the

customer has about the nature and quality of product and service the consumer will receive. In

Indian scenario, formats had been found to be influencing the choice of store as well as

orientation of the shoppers. Their study analyzed the various factors influencing decision making

process of customers in choosing a store format. A full-profile procedure was used for the

46
Conjoint Analysis in this study. The study also helped identifying the important factor set which

affects consumer format choice decisions.

Grace and Cass (2004) explored the extent to which patronage intentions of retail stores are

affected by perceived value for money, customer satisfaction and consumption feelings. In

addition, they examined the effect of store service provision as an antecedent to such consumer

evaluations of retail stores. These relationships were modelled overall and then examined in the

context of both Department stores (defined as mass-merchandisers, which 69 highlight quality

image and high customer service) and Discount stores (defined as massmerchandisers with an

emphasis on self-service and low prices). While all paths (except one) were found to be

significant in the overall model, differences were found when comparing the Department and

Discount store models. The study found that perceived value for money played a much more

significant role in the Discount store model, whereas consumption feelings were found to be

more central to the Department store model. In a study to determine predictors of store choice in

the Indian market,

Sinha and Banerjee (2004) found the following factors determining store choice:

proximity, merchandise, ambience, service, and patronized store. They found that for grocery

stores the most important factors are: proximity, visiting the store for many years, and

relationship with retailer.

Gómez, McLaughlin and Wittink (2004) in a study on US food retail sector, measured

the links between store attribute perceptions and customer satisfaction, and between customer

47
satisfaction and sales performance. The authors constructed a statistical model to address

nonlinearities and asymmetries in the satisfaction-sales performance links, and illustrated how

retailers can affect store revenues by managing customer satisfaction. Contributions of the study

included the analysis of behavioral consequences of customer satisfaction in the food retail

sector, the accommodation of complexities in the satisfaction-sales performance links based on

an empirical model of first differences, and a discussion of how managers could employ the

results for customer satisfaction policies.

Grewal, Baker, Levy, and Voss (2003) emphasized that many factors, both obvious and

subtle, influence customers’ store patronage intentions. They experimentally manipulated the

number of visible store employees, number of customers, and music using video technology and

tested the relative importance of wait expectations and store atmosphere evaluations on

patronage intentions. These constructs were found to be critical antecedents of store patronage

intentions in the context of the service-intensive retail store at which the model was tested. They

also found support for the direct effects of gender on wait expectations and store atmosphere

evaluations. 70 Voss and Parasuraman (2003) found that the purchase preference is primarily

determined by price rather than quality during pre-purchase evaluation. Their study found that

given explicit quality information, price had no effect on pre-purchase or post-consumption

quality perceptions. Instead, post consumption quality evaluations had a favorable impact on

price evaluations.

Solgaard and Hansen (2003) identified several store attributes that were considered

important for the consumer's evaluation of stores. These attributes included merchandise,

48
assortment, merchandise quality, personnel, store layout, accessibility, cleanliness and

atmosphere.

Veerapong and Pitsuwan (2002) examined the attitude and consumer behaviour toward

Supermarkets in Bangkok Metropolitan Areas by surveying 625 respondents, randomly chosen

from within 50 areas in Bangkok using a self-administered questionnaire. The fundamental

outcomes demonstrated that management strategies for Supermarket-retailing store businesses

should be different depending on the type of Supermarkets. The study found that in case of

Supermarkets in discount store format, customers typically prefer the stores that offer reasonable

product price and sales promotion. In addition, store atmosphere was found to be the least

significant factor in accounting for the preferences for consumers of Supermarkets in discount

stores and in department stores. Baker,

Grewal and Parasuraman (2002) proposed a comprehensive store choice model that

included (1) three types of store environment cues (social, design, and ambient) as exogenous

constructs, (2) various store choice criteria (including shopping experience costs that had not

been included in store choice models) as mediating constructs, and (3) store patronage intentions

as the endogenous construct. They empirically examined the extent to which environmental cues

influence consumers’ assessments of a store on various store choice criteria and how those

assessments, in turn, influence patronage intentions.

Sinha, Banerjee and Uniyal (2002) found that shoppers choose the store based on many

aspects that could be classified as primary and image based. It was also found that the

49
importance of each of these aspects changes with the kind of store the shopper wants to visit.

They attempted to understand this behaviour of the shopper. The study explored the shoppers for

the primary reasons for choosing a store. Then, using a factor analysis, the several image

dimensions were classified. Further, using multinomial logit regression, the store choice pattern

was studied across different types of store.

Shenoy, Nayak and Kumar (2011) attempted to understand the competition prevalent

amongst the Indian retailers and proposed a model for choice of retail format. The results showed

that Hypermarkets would prove to be lucrative in the years to come.

KPMG India (2009) identified the changing contours of retail industry in India and

highlighted the drivers which will likely to have impact across retail categories. The report 74

featured several significant developments for the Indian retail industry, including the entry of

many global players, growing acceptance of the modern formats, the success of many speciality

retail formats, and the growing competition in the regional markets beyond the metros and Tier I

cities.

According to report on ‘Grocery Retailing in Asia Pacific’ by KPMG (2009), the outlook of

retail industry in Asia had never been more promising. According to this report world’s largest

retailers are jostling not only to gain but to preserve market share in the competitive landscape.

This is especially true in the grocery sector, where maintaining differentiation is a constant

challenge. The report found that there are significant opportunities for the retailers, and whether

this growth is achieved organically, or by acquisition, joint venture or strategic alliance, thorough

50
commercial and market analysis will be critical to help ensure that the strategy fits the business

objectives and customer needs.

Minten, Reardon and Sutradhar (2009) in a detailed case study of Delhi, emphasized

that modern retail is shown to emerge quickly, offering more labelled and branded food products

and more choice than traditional markets. The authors highlighted that modern retail is at its

mere incipience in India selling basic foods mostly at the same or lower prices than traditional

retail and might thus become an important contributor to improved urban food security.

Sengupta (2008) captured the history of the evolution of modern Food and Grocery retail in

India. He focused on the time period from 1971 to 2001. The research was primarily exploratory

in nature. Primary research included depth interviews, focus groups and survey through

questionnaire with organized retailers, unorganized retailers, consumers, fast-moving consumer

goods manufacturers, channel members, and opinion-leaders. The study found that emergence of

modern retail in India is not just a result of increasing consumer buying power but manufacturers

and unorganized retailers also have an important role to play in this process at the macro-level.

The study emphasized that at the micro-level, the trigger for growth of organized retail come

from diverse angles like entrepreneurial desire to provide better service to consumers, social

desire to provide relief to the masses in the form of lower prices, desire to capitalize on emerging

business opportunities provided by the changing business environment etc.

Srivastava (2008) looked at the changing scene in the retail sector in view of many MNCs

and large industries entering into this segment. Data were drawn from industry sources which

included national and international published sources from 1993-2006. They found that malls are

51
more developed in the North and West part of India. Another finding of the study was that food,

groceries and apparel purchases by customers contributed to 52 percent. Further, study revealed

that on average 75 percent of customers spend about 1-3 hours in the mall. The study also

revealed that malls with multiplexes such as cinema theatres, food courts, and play places for

children are becoming the centre for family outings. It was found that small retailers have

improved their service to cater to Indian consumers and credit limits and home service are

helping them to hold on to their customers.

According to report by Cygnus India (2008), the retail sector in India is witnessing a huge

revamping exercise as traditional markets make way for new formats such as Department stores,

Hypermarkets, Supermarkets, and Specialty stores. The report stated that the retail sector in India

is at an inflexion point where the growth of organized retailing and growth in the consumption

by the Indian population is going to take a steep trajectory.

Reynolds, Howard, Cuthbertson, and Hristov (2007) stated that a retail format is a

physical embodiment of a retail business model: the framework that relates the firm’s activities

to its business context and strategy. Such business model would entail the retailer’s key resource

and process mix aligned with its segmentation, targeting and positioning strategies. Therefore

retail formats need constant nurturing and maintenance. They stated that considering the

multiplicity of consumers needs, desires and preferences, which typify the contemporary retail

environment, numerous new forms of retailing are emerging. Many contemporary retailers have

developed their retail formats to deliver enhanced opportunities to add-value to the shopping

experience beyond the mere acquisition of sought goods. They concluded that winning retail

52
formats emerge from an opportunistic and incremental process based more on intuition than

rational analysis.

Gaiha and Thapa (2007) in their discussion paper produced by the Asia and the Pacific

Division (IFAD) confirmed through an econometric analysis that Supermarkets are likely to

grow rapidly in several countries in the Asia and the Pacific region. The study prospected that 76

as diets and lifestyles change and incomes grow the demand for Supermarket services will

increase. In parallel, capital flows and dramatic changes in food supply chains will boost the

growth of Supermarkets. The study proposed that while there is considerable evidence that this

would translate into lower food prices for consumers not only in major cities, but also in small

towns in rural areas, as well as significant spill over effects by freeing up resources (and total

factor productivity growth) and technological advancement, some concerns remain about the

exclusion of smallholders. The study found that either the quality or other requirements (e.g.

traceability) are much stringent for smallholders, or smallholders simply lack access to modern

inputs and credit.

KPMG (2005) along with FICCI conducted a survey of CEOs of twenty leading retail

organizations in India to gain a better insight into the retail sector. The report highlighted that the

last few years have witnessed an explosion of organized retail formats like Supermarkets and

Hypermarkets in an otherwise fragmented Indian retail market. The study highlighted that in

order to tap this growth opportunity, Indian retail organizations need to be prepared for a quick

scale up across dimensions of people, processes, and technology in addition to identifying the

right formats and value proposition for the Indian consumer. The findings of retail survey

53
indicated that Specialty and Supermarket format have the most potential for growth in India

followed by Hypermarkets.

KPMG (2005) reported the results of survey conducted with various companies involved in

retail in India. The report revealed that many of the companies surveyed believe that the potential

size of this market is underestimated. They considered that there are considerable opportunities

for organized retailers in the kind of rural territories that many companies had failed to address.

According to the report, a critical issue was how fast and how far the consuming class will grow.

This depend both on the growth of personal disposable income and the extent to which organized

retailers succeed in reaching lower down the income scale to reach potential consumers towards

the bottom of the consumer pyramid. Companies expected retail growth in the coming five years

to be stronger than GDP growth, driven by changing lifestyles and by strong income growth,

which in turn will be supported by favourable demographic patterns. The structure of retailing

will also develop rapidly. According to the report, Supermarkets have been taking an increasing

share of general food and grocery trade over the last two decades.

Sinha and Kar (2004) highlighted that the Indian retail sector is going through a

transformation and this emerging market is witnessing a significant change in its growth and

investment pattern. Both existing and new players are experimenting with new retail formats.

The study revealed that currently two popular formats – Hypermarkets and Supermarkets are

growing very fast. They emphasized that consumer dynamics in India is changing and the

retailers need to take note of this and formulate their strategies and tactics to deliver value to the

consumer. They investigated modern retail developments and growth of modern formats in the

54
country. They also discussed the challenges and opportunities available to the retailers to succeed

in the country.

Mulky and Nargundkar (2003) found that stores in modern formats have emerged in the

metropolitan cities but the bulk of the retail sales happen through traditional retail formats. The

authors analyzed the developments in retailing in India. They carried out a literature survey of

retailing in India and in some newly industrialized countries.

Prasad and Aryasri (2011) made a detailed study on the effect of shoppers’ demographic,

geographic, and psychographic dimensions in terms of format choice behavior in the fast

growing Indian Food and Grocery retailing. They adopted descriptive research design by

applying mall intercept survey method using structured questionnaire for data collection. Both

descriptive (mean and standard deviation) and inferential statistical tools like factor analysis and

multivariate analysis was used to analyze the data collected from 1,040 food and grocery retail

customers from upgraded neighbourhood kirana stores, Convenience stores, Supermarkets, and

Hypermarkets in conjoint cities of Secunderabad and Hyderabad in Andhra Pradesh in India. The

study found that shoppers’ age, gender, occupation, education, monthly household income,

family size, and distance travelled to store have significant association with retail format choice

decisions. The choice decisions were also varied among shoppers’ demographic attributes.

Mortime and Clarke (2010) in a study conducted on Australian consumers identified the

differences between male and female shoppers rating related to the importance of store

characteristics within a Supermarket retail environment. Survey was used to gather data from

55
two hundred and eighty male and female grocery shoppers, across four major Supermarkets. A

simple-random-sample, collection methodology was employed to collect data. The study

revealed significant statistical differences between male and female grocery shoppers on all ten

store characteristics constructs. Significant gender differences were featured on twenty- 79 eight

of thirty scale items tested. The study also revealed that female grocery shoppers considered

Supermarket store characteristics more important than male shoppers.

Tripathi and Sinha (2008) in Indian context, argued for incorporating both the shopper

attributes and the store formats in store choice. They found that shopper attributes can be

captured through the demographic variables, as they can be objectively measured, and they also

captured a considerable amount of attitudinal and behavioural variables. The study attempted to

link store choice, format choice and consumer demographic variables, through a hierarchical

logistic choice model in which the consumers first choose a store format and then a particular

store within that format. They developed a nested logit model and the variables predicting the

choice probabilities were identified.

Carpenter and Moore (2006) in a study conducted in US marketplace, provided a general

understanding of relationship of grocery consumers' demographics with their retail format

choice. A random sample of US grocery consumers (N=454) was surveyed using a

selfsssadministered questionnaire. Descriptive and inferential statistical techniques (regression,

ANOVA) were used to evaluate the data. The finding identified demographic variables specific

to formats (Specialty Grocers, Traditional Supermarkets, Supercenters, Warehouse Clubs, and

56
Internet Grocers) and examined store attributes (e.g. price competitiveness, product selection,

and atmosphere) as drivers of format choice.

Bhatnagar and Ratchford (2004) developed a general model of retail format choice for

non-durable goods. They proposed that using one common model, it is possible to isolate the

states under which patronizing Supermarkets, Convenience stores, and Food Warehouses would

be optimal. The optimality of the different formats was found to depend on membership fees,

travel costs, consumption rates, perishability of products, inventory holding costs of consumers,

and cost structures of retailers. They developed several hypotheses regarding format choice by

consumers. They tested the hypotheses on self-reports of shopping behaviour in hypothetical

situations.

Leszczyc, Sinha and Timmermans, (2000)formulated and tested a model of store choice

dynamics to measure the effects of consumer demographics on consumer grocery store choice

and switching behavior. A dynamic hazard model was estimated to obtain an 80 understanding

of the components influencing consumer purchase timing, store choice, and the competitive

dynamics of retail competition. The hazard model was combined with an internal market

structure analysis using a generalized factor analytic structure

57
 ( RESEARCH METHODOLOGY)

This research is based on primary data collected through questionnaires from 50 users of
Patanjali Products within lUCKNOW. The questionnaire design is built up to know the
type of products people use, the reason for their buying such product and their post
buying satisfaction level from that product. Secondary sources have been used to collect
information about ‘Patanjali’ brands. Journals, articles, research reports and government
documents were reviewed to get the insight of the previous interventions that the
stakeholders and policy makers have already in place. Also websites of natural products
manufacturing company and online document were investigated to conduct this research.

RESEARCH METHODOLOGY
INTRODUCTION
This chapter aims to understand the research methodology establishing a framework of
evaluation and revaluation of primary and secondary research. The techniques and concepts used
during primary research in order to arrive at findings; which are also dealt with and lead to a
logical deduction towards the analysis and results
A research process consists of stages or steps that guide the project from its conception through
the final analysis, recommendations and ultimate actions. The research process provides a
systematic, planned approach to the research project and ensures that all aspects of the research
project are consistent with each other.
RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis.
It has a logical and hierarchical ordering:
1. Determination of information research problem.
2. Development of appropriate research design.
3. Execution of research design.
4. Communication of results.

58
 RESEARCH DESIGN
Research design is a conceptual structure within which research was conducted. A research
design is the detailed blueprint used to guide a research study towards its objective. It is a series
of advanced decision taken together comprising a master plan or a model for conducting the
research in consonance with the research objectives. Research design is needed because it
facilitates the smooth sailing of the various research operations, thereby making research as
efficient as possible yielding maximum information with the minimum effort, time and money.
The various tasks that are undertaken in the research design process are:
1. Defining the information need.
2. Design the exploratory, descriptive and causal research.

EXPLORATORY RESEARCH
The method used for exploratory research was the collection of:
* Primary Data
* Secondary data
PRIMARY DATA
Primary data is the new data gathered to help solve the problem at hand. As compared to
secondary data which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly collected in the course of research,
Consists of original information that comes from people and includes information gathered from
surveys, focus groups, independent observations and test results.
Data gathered by the researcher in the act of conducting research. This is contrasted to secondary
data, which entails the use of data gathered by someone other than the researcher information
that is obtained directly from first-hand sources by means of surveys, observation or
experimentation.
Primary data is basically collected by getting questionnaire filled by therespondents.

59
SECONDARY DATA
Secondary data is the information that already exists somewhere, having been collected for
another purpose. Sources include census reports, trade publications, and subscription services.
There are two types of secondary data: internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than the current investigation
Researching information, which has already been published. Market information compiled for
purposes other than the current research effort; it can be internal data, such as existing sales-
tracking information, or it can be research conducted by someone else, such as a market research
company or the U.S. government.
Secondary source of data used consists of books and websites.

DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
Statement of the problem
*Identification of information needed to solve the problem.
*Selection or development of instruments for gathering the information.
*Identification of target population and determination of sampling Plan.
*Design of procedure for information collection.
*Collection of information.
*Analysis of information.
*Generalizations and/or predictions.
RESEARCH TOOL
The purpose is to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on which
certain issues shall be selected, which remain unanswered , this shall be further taken up in the
next stage of secondary research. This stage shall help to restrict and select only the important
question and issue, which inhabit growth and segmentation in the industry.

60
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire method
has come to the more widely used and economical means of data collection. The common factor
in all varieties of the questionnaire method is this reliance on verbal responses to questions,
written or oral. I found it essential to make sure the questionnaire was easy to read and
understand to all spectrums of people in the sample. It was also important as researcher to
respect the samples time and energy hence the questionnaire was designed in such a way, that its
administration would not exceed 4-5 mins. These questionnaires were personally administered.
The first-hand information was collected by making the people fill the questionnaires. The
primary data collected by directly interacting with the people. The respondents were contacted at
shopping malls, markets, places that were near to showrooms of the consumer durable products
etc. The data was collected by interacting with 150respondents who filled the questionnaires and
gave me the required necessary information. The respondents consisted of housewives, students,
businessmen, professionals etc. the required information was collected by directly interacting
with these respondents.

DETERMINATION OF THE SAMPLE SIZE

TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is intended.
It attempts to describe them as they are rather than as the describer would like them to be. Also
called the audience the audience to be served by our project includes key demographic
information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program.
This will be either all or a subset of potential users, such as adolescents, women, rural residents,
or the residents of a particular geographic area. Topic areas: Governance, Accountability and
Evaluation, Operations Management and Leadership. A population to be reached through some
action or intervention; may refer to groups with specific demographic or geographic
characteristics. The group of people you are trying to reach with a particular strategy or activity.
The target population is the population I want to make conclude an ideal situation; the sampling
frames to match the target population. A specific resource set that is the object or target of

61
investigation. The audience defined in age, background, ability, and preferences, among other
things, for which a given course of instruction is intended.
I have selected the sample trough Simple random Sampling.
SAMPLE SIZE
This study targets 50people in the age group above 21 years for the purpose of there search. The
target population influences the sample size. The target population represents the Lucknow
region. The people were from different professional backgrounds.
ERRORS IN THE STUDY
Interviewer error
There is interviewer bias in the questionnaire method. Open-ended questions can be biased by
the interviewer’s views or probing, as interviewers are guiding the respondent while the
questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the
interview can greatly affect their level of interest and willingness to answer openly. As
interviewers, probing and clarifications maximize respondent understanding and yield complete
answers, these advantages are offset by the problems of prestige seeking, social desirability and
courtesy biases.

Questionnaire error
The questionnaire designing has to careful so that only required data is concisely reveled and
there is no redundant data generated. The questions have to be worded carefully so that the
questions are not loaded and does not lead to a bias in the respondents mind.
Respondent error
The respondents selected to be interviewed were not always available and willing to cooperate
also in most cases the respondents were found to not have the knowledge, opinion, attitudes or
facts required additionally uninformed response errors and response styles also led to survey
error.
Sampling error
This study concludes sample size of 50, which cannot determine the buying behavior of the total
population. The sample has been drawn from only a particular region.

62
 QUESTIONNAIRE:

The purpose of this survey is to know about the Customer’s level of satisfaction and the services

provided by the company. The Patanjali users are the only part of this survey.

1. Respondent Details

Name

City

Phone Number

1-Do you agree Patanjali offers a large variety of products?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) Strongly agree [ ] e) strongly disagree [ ]

2. Do you agree that Patanjali products are of high quality?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) Strongly agree [ ] e) strongly disagree [ ]

63
3 - Do you agree the prices of the Patanjali products are fair?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

4- Do you agree that the Patanjali products have appealing packaging?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

5- Do you agree that Patanjali products have natural ingredients?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

6- Do you agree that you are satisfied with the patanjali product?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

7- Have you faced any problem while using the product?

a) Yes [ ] b) No [ ]

64
8- Do you agree that Patanjali products are chemical-free?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

9- Do you agree that Patanjali products have made a good brand image?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

10- Please indicate the reason why you prefer patanjali product?

a) convenient [ ] b) affordable [ ] c) clean [ ]

d) others [ ]

11- Which of the following retail stores do you prefer most for buying FMCG products ?

 Big Bazaar

 Vishal Mega Mart

 General Store

 Patanjali Store

65
 ( Data Analysis)

Questionnaire of Patanjali

1. Do you agree Patanjali offers a large variety of products?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) Strongly agree [ ] e) strongly disagree [ ]

Strongly agree Agree neutral disagree Strongly disagree

25% 52% 6% 8% 9%

9%

25%
52%

6%
8%

 77% people strongly agree that patanjali offers large variety of product while17% people
think that patanjali has not offers large variety of product.

66
2. Do you agree that Patanjali products are of how good quality?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) Strongly agree [ ] e) strongly disagree [ ]

Strongly agree agree neutral Disagree Strongly disagree

29% 57% 2% 8% 4%

Column1
Agree Disagree Neutral Strongly agree Strongly disagree

0%
4%

29%

57%

2% 8%

 86% people believe that patanjali offers good quality of product but 14% customers are
not satisfy with the quality of product.

67
3. Do you agree the prices of the Patanjali products are fair?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

Strongly agree agree neutral disagree Strongly disagree

44% 31% 5% 10% 10%

Agree Disagree Neutral Strongly agree Strongly disagree

10%

31%

44%
10%

5%

 75% customer thinks that the price of patanjali products are fair but 25% customer thinks
that the price of the product are not fair.

68
4. Do you agree that the Patanjali products have appealing packaging?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

Strongly agree agree neutral disagree Strongly disagree

29% 42% 4% 17% 8%

Column1
Agree Disagree Neutral Strongly agree Strongly disagree

8%

42%
29%

4% 17%

 71% customer believes that patanjali product is good packaging while 29% customers is
not satisfied with the packaging.

69
5. Do you agree that Patanjali products have natural ingredients?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

Strongly agree agree Neutral disagree Strongly disagree

29% 71% 0 0 0

Column1
Agree Strongly Disagree

29%

71%

 71% customer agree that patanjali products have natural ingredients and 29% customer
fully agreed that patanjali have natural ingredients.

70
6. Do you agree that you are satisfied with the patanjali product?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

Srongly agree agree neutral disagree Strongly disagree

22% 45% 0 19% 14%

Column1
Agree disagree strongly agree strongly disagree

14%

45%
22%

19%

 67% customers are satisfy with patanjali product while 33% customer are not satisfy with
patanjali product.

71
7. Have you faced any problem while using the product?

a) Yes [ ] b) No [ ]

yes N0
78% 22%

0% 0%

no
22%

yes
78%

 78% customer are happy and they do not face any problem while 22% customer are
facing problem with patanjali product.

72
8. Do you agree that Patanjali products are chemical-free?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

Strongly agree agree neutral disagree Strongly disagee

18% 49% 10% 5% 18%

Column1
agree disagree neutral strongly agree strongly disagree

18%

49%
18%

10%
5%

 67% customer believe that patanjali is a chemical free product while 33% people thinks
tha patanjali is not chemical free product.

73
9. Do you agree that Patanjali products have made a good brand image?

a) Agree [ ] b) Disagree [ ] c) Neutral [ ]

d) strongly agree [ ] e) strongly disagree [ ]

Strongly agree agree neutral disagree Strongly disagree

84% 11% 0 3% 3%

strongly disagree
2%
disagree
agree 3%
11% neutral
0%

strongly agree
84%

 95% people thinks that patanjali product have made a good brand image while few
peoples are not agree with that.

74
10. please indicate the reason why you prefer patanjali product?

a) convenient [ ] b) affordable [ ] c) quality [ ]

d) others [ ]

Sales
conveninent affordable quality others

10%
20%

30%

40%

Mostly person afford in 40% and conveninent average like 30% and who person those are clean

30% and others 10%.

75
11. Which of the following retail stores do you prefer most for buying FMCG products ?

 Big Bazaar

 Vishal Mega Mart

 General Store

 Patanjali Store

Chart Title

Big Bazaar
20%
Vishal Mega
Mart
6%
Patanjali Store
General Store
60%
14%

OUTCOME:-

According to the survey 10 out 0f 50 people will prefer Big Bazar to buy the Patanjali product

i.e. 20%, 3 out of 50 will prefer to buy from Vishal Mega Mart i.e. 6% of people, 7 out of 50 will

purchase from General Stores i.e. 14% and 30 out of 50 i.e. 60% will prefer to buy from Patanjali

store itself. So large no. of users of Patanjali directly approach Patanjali store to purchase

Patanjali products.

76
77
Findings

78
79
Recommendations

80
81
Limitations

82
 The field work for the purpose of research was limited to some part of Lucknow city that

is only Gomti Nagar.almbagh.jankipuram.hajratganj areas are covered. Therefore, it may

not represent the overall Lucknow. As the perception of consumer/retailers are vary from

place to place due to demographic factor.

 The sample size is 50. So this can’t tell the whole scenario of the total population as well

as it is also next to impossible to conduct a survey on large population with limited span

of time.

83
Bibliography

84
Bibliography:

The project report on Retailer survey on Patanjali products in Lucknow city the topic customer

satisfaction and expectation could be successful with the co-operation of the the faculty guide.

But I had taken the help of the following books and links to know more about the subject.

Book Reference:-

By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha Mithileshwar, Marketing

Management (Twelfth Edition) Pearson Education Ltd.

Web Reference:-

 Www.Wikipedia.Com

 Www.World Wide Media.Com

 Patanjali group

 Ernst & Young. India products Segment.

 Www. Investopedia. Com

Www. patanjali.Com

85