ACKNOWLEDGEMENT

We are very thankful to Allah Almighty who has given us the power and
ability to think and judge the maters and then to make use of the blessed
abilities. We are also thankful to our respondents who gave us time and
their precious suggestions and comments that showed us the true picture
of the market and enhanced our knowledge.
Our most respectable teacher Prof. Dr. Zulfiqar Ali Khan is the only
source who directed us to apply our abilities in the required direction.

Asad Abbas
Ch Waqas Afzal
Haris Habib
Dated: September 29, 2009
 Table of Contents
Topic Page No.
1. Introduction 1

2. Introduction of Metro Cash & Carry 1

3. Metro Cash & Carry in Pakistan 5

4. Products Available at Metro Cash & Carry 11

5. Objectives of Metro Cash & Carry 14

6. Core Competencies of Metro Cash & Carry 15

7. Metro Cash & Carry Guiding Principles 16

8. Operational definitions 17

9. Objectives of the Research 17

10. Methodology 18

11. Nature & Source of Data 18

12.Field Work 19

13.Data Analysis Method 19

14.Literature Review 20

15.Data Analysis and Presentation 27

16.Comments of the Respondents 47

17. Interviews of the Metro Employees 48

18.Findings of the research 49

19. Conclusions 50

20.Recommendations 51

21.References 54

22.Appendices 55
Appendix A Inauguration of General Auto Zone 55
Appendix B Research Instrument 56
Appendix C List of Respondents 57
 Table of Tables
Table No. Topic Page
No.
Table No.1 Monthly Income 27

Table No.2 Frequency of Purchase 28

Table No.3 Spending Per Visit 29

Table No.4 Important Factor in Purchasing 30

Table No.5 Satisfaction Level 31

Table No.6 Preference of Purchase 32

Table No.7 Reasons for not visiting Metro Cash & Carry 33

Table No.8 Visit of Metro 34

Table No.9 Preference in Wholesale Center 35

Table No.10 Heard about Metro Cash & Carry 36

Table No.11 Reason for Visiting Metro Cash & Carry 37

Table No.12 Prices of Metro Cash & Carry 38

Table No.13 Convenience at Metro Cash & Carry 39

Table No.14 Satisfaction with Metro Cash & Carry 40

Table No.15 Effect of Credit Facility 41

Table No.16 Improvements Suggested in Metro Cash & Carry 42

Table No.17 Metro Cash & Carry Image 43

Table No.18 Effect of Online Order Facility 44

Table No.19 Preference in Purchase 45

Table No.20 Effect of Discount & Free Home Delivery on 46

Subsequent Purchase
 Abstract

This report is about the significance and application of marketing research in

context of “Development of Metro Cash & Carry Business in Small Retailers”
In this report we have elaborated the survey conducted on the retailers’
perception and behavior towards Metro Cash & Carry and the reasons why the
small retailers do not visit Metro Cash & Carry. We selected the markets from
Thokar Niaz Baig to Gulberg area as our population and conducted the research
through questionnaires. Our sample size was 200 and focused on small retailers
of these markets.
From the survey we have come to know that small retailers do not visit Metro
Cash and Carry because they think that Metro Cash and Carry is not for the
facilitation of the small retailers; instead it was in the market to wipe out the
small retailers, as they were offering low prices than retailers. So in this
context as Metro Cash & Carry prices are higher than that of other specialized
markets so small retailers do not purchase from the Metro Cash & Carry but on
the other hand as the Metro Cash & Carry is offering less prices as compared to
the small retailers in this way Metro Cash & Carry is getting the market share
of the small retailers.
On the other hand, the respondents also mentioned the difficulties that they
usually faced by shopping at Metro. That includes high transportation and
packaging cost along with the non availability of the merchandises on credit.
We also analyzed the ways by which we can persuade them to visit Metro. For
that we asked them the areas of improvement and by offering them the certain
value added facilities like free home delivery, on line ordering and availability
of credit on frequent visits. But interestingly respondents came up with the
view that all these facilities are of secondary importance for them. The thing
that matters the most to them is the prices. If Metro is willing to revise its
pricing strategy and then offer such facilities then they can go for Metro.
At the end we also gave general suggestions to the company that how they can
succeed to grab the small retailers. In that context online order placement
system, free home delivery on subsequent purchase and transportation facility
at low coast were the major one.