FORTUNE INSTITUTE OF

INTERNATIONAL BUSINESS

UNORGANISED RETAIL REPORT

SAROJNI NAGAR MARKET

Submitted To: Submitted by:

Dr. Ekta Singhal Mrinal Rawat – 51

Jinshu Joseph - 46
Harsh Yadav - 42
Karan Wadhwa - 72
Akshay Sharma - 10
Kanika Purwaha - 48
UNORGANISED RETAIL SECTOR

Unorganized retailing is the conventional format of low-cost retailing. It includes the local
kirana shop and restaurant, general and provision stores, single owner manned medical store,
the local dhobi and even the hand cart and pavement vendors.
These unorganized retailers form the core of trade and commerce in India. They manage their
inventory quite well and run profitable businesses without any external funding. They also
provide a great customer experience - greet their customers with a smile, provide prompt
service over a phone call, provide personalized service to their customers.
These retailers optimize their resources (money and people) in the best way possible.

According to the above image we can see the domination of unorganised Retailing in India.

ADVANTAGES OF UNORGANISED RETAIL SECTOR

1. Convenient Location
2. Lower investment
3. Flexibility in operation
4. No requirement of skilled staff

DISADVANTAGES OF UNORGANISED RETAIL SECTOR

1. Non availability of quantitative discount

2. In attractive ambiance
3. Non availability of new arrival
4. Lack of specialty products
For the Unorganised Retailing Report we select the location “SAROJNI NAGAR
MARKET.” It is one of the most famous market in south Delhi which is known for its low
costing and large availability of product range.
In this Report we will be describing the:
 Consumer Behaviour for 3 merchandise outlets
 Trade area analysis for 3 merchandise outlets
 Signage usage for 3 merchandise outlets
 Packaging and labelling for 3 merchandise outlets
3 Merchandise outlets we selected for the report:
 Stelatoes
 Abrol Sons
 Lal’s Furnishing

Consumer Behaviour

In the retail industry it's extraordinarily crucial to understand your customer shopping
behaviour in shop to maximise profits. Validating store layouts or store navigation ought to
be carried out for an improved shopper experience. The patron adventure is vital from the
instant they input the store to after they exit and analysing these aspects will result in
multiplied profit margin.
In this project we have taken ‘Sarojini Market as an Unorganised Market’ and talking about
the consumer behaviour in these markets varies from shop to shop. Under this we are going
to discuss the shopping behaviour and buying decision behaviour we observed in the 3 outlet
which were:
1. Stelatoes - Footwear Store
2. Lal’s furnishing - Home Furnishing Store
3. Abrol Sons - Clothing Store

Stelatoes - Footwear Store

Stelatoes is the know brand for fashion footwear and accessories. They have the product
assortment for women, men and kids. Going deeper into the consumer shopping behaviour.
We observed consumers were distracted and attracted by different brands on display in
stelatoes. There were two kinds of consumers.
1. Consumer looking for discount and
2. Consumers looking for fresh arrivals
Consumers going for Fresh Arrivals were those who were looking for winter footwear
whereas discounted footwears were of Summer/Autumn wear. We observed the discounted
footwear had most of the overall footfall of the outlet and mostly in women section. Despite
of the ongoing season consumer were attracted to the discounted area whereas in the men’s
section customers were buying more of sports shoes and formal wear rather than Slippers and
sandals. And accordingly, the sales persons were allotted to more crowded section.
Discounted sections were also had 2 types of discount for each product line ie.
For Women
1. Rs. 499 for 2 Pairs
2. Rs. 999 for 3 Pairs
For Men
1. Rs. 999 for 2 Pairs
2. Rs. 1499 for 3 Pairs
For Kids
1. Rs. 399 for 2 Pairs
2. Rs. 599 for 3 Pairs

Lal’s furnishing - Home Furnishing Store

Lal’s furnishing is a home furnishing store in Sarojini Nagar Market with no other outlet.
Being in an unorganised market, its shore is well furnished and well maintained with 3 floors
and each floor with 2 kind of merchandise. Floor 1 had blankets and curtains, floor 2 sofa
cloths and covers and bedsheets and floor 3 had cushion covers, towels etc.
Customers were attracted to this outlet due the high quality of products with low price level.
The footfall was low, but customers was not for just window shopping. Customers were
attracted to the large variety of products and the salespersons behaviour was polite. As we
observed customers were getting good experience as 2-3 customers were like their regular
customers. Having large variety of products and having more choices, customers were willing
to get the looks of different thing and ending up by buying them.
Customers were more on the first floor for buying blankets of different kind whether its
single bed or double bed or cartoon character blankets for kids. Mostly customers were
buying blankets and then bedsheets were in demand.
Customers were buying Lal’s manufactured bedsheets rather than well-known brands.

Abrol Sons - Clothing Store

A small store in Sarojini Nagar market with huge number of competitors and still able to get
high footfall is something Abrol Sons achieved being in this market for 12+ years. They have
mostly casual clothing with price level Rs.100- 1500.
Consumers were willing to go at Abrol Sons as they have proper store with large variety of
men and women casual wear. Consumer were mainly buying winter cloths like jackets, caps,
hoodies etc. Customers bargaining power was high as every customer was able to bargain at
least 20% of the sale price and sometimes even more.
Trade Area Analysis and mapping

Trade Area Analysis and mapping portray the qualities of the territory around a store or
system of stores. Without precise exchange region definitions, you can't quantify the key
insights that effect a store's presentation.
Trade Area Analysis and mapping will let you know the followings:
 Where a store's clients are originating from?
 What number of clients you have in an exchange territory?
 Where to search for more clients?

Benefits of trade analysis:

 Distinguish gaps in the market inclusion of your current store system, and make
remedies by opening, shutting or moving stores
 Settle on better site choice choices by utilizing qualities of existing exchange zones to
anticipate exchange zones around potential areas
 Characterize a geographic zone to dissect for showcase potential, advertise
infiltration, and aggressive dangers
 Become increasingly proficient and viable at target showcasing by connecting just to
those clients and prospects in a store's exchange region

Sarojini Market trade analysis:

 Sarojini market is situated in southern part of Delhi.
 Most people coming to Sarojini market is from south Delhi
 Mainly college girls come Sarojini for cheap products.
 It is in middle of residential area which avoid unnecessary disturbance from main
road.
 Food outlets are in these trade areas.
 DU colleges within 3km radius of market
 Schools such as navy children school, government schools, Navyug school within
2km radius of market
 Market also have public library in nearby.
 National Rail Museum within 3km
Lal’s Furnishings Area trade analysis
 It was situated on in inner lane of market
 It is situated between unorganized small vendors

Abrol Area trade analysis

 Abrol is slightly deeper inside the market.
 Only customer who are exploring the market will find the store.

Stelatoes Area trade analysis

 Stelatoes is at outside lane of market
 Stelatoes is getting maximum visibility because of it store location
 Stelatoes has entry and exit gate on both side due to which company attracts
 The customer can see the store whenever they cross the lane.
SIGNAGE

Signage generally refers to the design or use of signs and symbols to convey a message to a
specific group for marketing or promotional purposes. Signs also denote collective marks or
signs that are considered a group.
The primary purpose of the logo is to convey and convey information designed to help
recipients make decisions based on the information provided. Alternatively, promotional
displays can be designed to convince the recipient of the benefits of a given product or
service. Unlike labels, markings convey information about a specific product or service.

Benefits of Signage
1. Informational presentation: Informational information about services and
facilities, such as maps, cat logs, signs or explanatory signs used in museums,
galleries, zoos, parks and gardens, exhibitions, tourist and cultural attractions to
enhance the customer experience.

2. Persuasion: Promotional signage is designed to persuade users of the comparative

advantage of a company, product or brand.

3. Direction / Navigation: Signs indicating services, facilities, functional spaces and

locations in key areas, such as road signs or directional arrows.

4. Identification: Signs representing services and facilities such as room names and
numbers, toilet signs or floor names.

5. Safety and Regulations: Signs that provide warning or safety instructions, such
as warning signs, traffic signs, exit signs, signs indicating actions to be taken in an
emergency or natural disaster, or signs conveying rules and regulations.

6. Navigation can be external or internal (e.g. when using interactive screens such as
"information spaces" or other "dynamic wayfinding" means found in some
attractions, museums, etc.).

We went to Sarojini and saw various signages. There were different signages like ‘Fix Price’,
‘Sale 200’, ‘Sold Goods will not be Returned’, etc on street venders.
We went to 3 outlets Abrol Sons, Lal’s Furnishings, Stelatoes.
In Abrol Sons, there were different signages for Men, Women & Children, signages for
upstairs. In Stilettos, there were different signages for different sections of shoes. There were
also some upstairs and downstairs signs too with New Arrival and Discounted. We also found
there signages mentioning the different departments for Men, Women & Kids. In Lal’s
Furnishings, there were upstairs signs. There was some fixed price signages, latest arrival
signages, discount signs, product signages and other signs to help the customers. It helped the
customer to direct them to the section which they are looking for.

PACKAGING AND LABELING

Packaging is essential as it is used for the identification of the products in market. It enhances
the appearance of the label for promoting the product. labelling also helps to provide the
information about a product and outlet to the prospective customer. Marketers use labelling to
their products to bring identification. This kind of labelling helps a viewer to differentiate the
product from the rest in the shelves of the market.
THINGS WE NOTICED IN SAROJNI NAGAR.

 Carry bag- After purchasing the product from all the 3 outlets, shopkeeper provides
carry bag to the customers in which they advertise their outlet, its address in market and
the product in which he is dealing in. This way they were able to promote their product
and shop in the market.

 Stelatoes Shopkeeper sells its product in their private label shoe boxes brand and when
a customer purchases a footwear, shopkeeper packed it in a shoebox which consist of
label and logo of the brand with other useful information.
  Lal’s furnishing: Private label brands are very prominent in Sarojini market, New Delhi.
The blankets and bedsheet that are being sold in this shop are all private label brands.
They pack the blanket in a transparent blanket cover that has the name and logo of the
brand printed on it along with the manufacturing details like where was it manufactured,
which company manufactured it, price and a tag line for
the product.

They made all their product on their own and made

packaging & labelling as well. They made Curtains,
Sofa Cloth, Bed Sheets, Blankets, quilts and Towels.

Importance:

 The role of packaging and labelling has become quite significant as it helps to grab the
attention of the audience.
 Labelling and can be used by marketers to encourage potential buyers to purchase the
product.
 Packaging is also used for convenience and information transmission. Packages and
labels communicate how to use, transport, recycle or dispose of the package or product.