A PROJECT REPORT ON

"Study of consumer behaviour in Retail v/s

Supermarkets in FMCG sector"

A PROJECT SUBMITTED TO THE

UNIVERSITY OF MUMBAI

for partial completion of the degree of

Bachelor of Management Studies

Under the faculty of Management

By
Mr. JAINAM DEDHIA

UNDER THE SUPERVISION OF

Ms. SONAL JAIN

ROLL NO. 01.

REENA MEHTA COLLEGE OF ARTS,COMMERCE, SCIENCE &

MANAGEMENT STUDIES.
BHAYANDER (WEST), THANE-401 101

ACADEMIC YEAR 2020-2021

 A PROJECT REPORT ON

"Study of consumer behaviour in Retail v/s

Supermarkets in FMCG sector"

A PROJECT SUBMITTED TO THE

UNIVERSITY OF MUMBAI

for partial completion of the degree of

Bachelor of Management Studies

Under the faculty of Management

By
Mr. JAINAM DEDHIA

UNDER THE SUPERVISION OF

Ms. SONAL JAIN

ROLL NO. 01.

REENA MEHTA COLLEGE OF ARTS, SCIENCE, COMMERCE,

&
MANAGEMENT STUDIES.
BHAYANDER (WEST), THANE-401 101

ACADEMIC YEAR 2020-2020

 DECLARATION

I the undersigned Mr. JAINAM DEDHIA here by, declare that the work embodied in
this project work titled “Study of consumer behaviour in Retail V/s Supermarkets
in FMCG sector” forms my own contribution to the research work carried out under
the guidance of Ms. SONAL JAIN is a result of my own research work and has not
been previously submitted to any other University for any other Degree / Diploma to
this or any other University.
Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Jainam Dedhia
Certified by
Ms. Sonal Jain
(Project Guide)
 CERTIFICATE

This is to certify that Mr. JAINAM DEDHIA has worked and duly completed his
project work for the Degree of Bachelor of Management Studies under the faculty of
Management in the subject of MARKETING and his project is entitled “Study of
consumer behaviour in Retail V/s Supermarkets in FMCG sector” under my
supervision.

I further certify that my entire work has been done by the learner under my guidance
and that no part of it has been submitted previously for any degree or diploma of any
University.

It is his own work and facts reported by his personal findings and investigations.

Principal Coordinator Project guide

Dr. (Mrs.) Satinder Kaur Gujral Ms. Sonal Jain Ms. Sonal Jain

Internal Examiner External Examiner

Date-

Place-
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and depth is
so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.

I would like to thank my Principal, Dr. (Mrs.) Satinder Kaur Gujral for providing
the necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator Ms. Sonal Jain, for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide Ms. Sonal
Jain, whose guidance and care made the project successful.

I would like to thank my College Library, for having provided reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly and indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
 EXECUTIVE SUMMARY

Marketing is "the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large”. Marketing is the science of choosing target
markets through market analysis and market segmentation, as well as understanding
consumer behaviour and providing superior customer value. The organization and
coordination of the activities of a business in order to achieve defined objectives.
Management consists of the interlocking functions of creating corporate policy and
organizing, planning, controlling, and directing an organization’s resources in order to
achieve the objectives of that policy. The techniques and materials used by those who
are involved in the promotion of goods and services are known as MARKETING
TOOLS. Most business that need to sell their goods or services to the public will
make extensive use of various marketing tools, such as market research and
advertising to help further their success. Consumer behaviour, also called as consumer
psychology, is a branch of applied psychology, marketing and organizational
behaviour. It examines consumers' decision making processes and ways in which they
gather and analyse information from the environment. See the consumer behaviour
article for an overview. Consumer behaviour is a multidisciplinary field which is
integral to industrial psychology and aspects of household economy studied in
microeconomics. Consumer behaviour also means the actions shown by consumers
while making decision to select household and consumer items With reference to this
context, this project has been prepared to put a light on customer satisfaction in Retail
vs Supermarkets. This project is completely based on market research of Retail vs
Super markets. Under this research, we have taken sample size of 161. On the basis of
that we have assessed the level of Customer Satisfaction of Retail vs Super markets.
Then after we have formulated Conclusion and recommendations to improve their
strategy for customer retention :-

1. Quality product rendered to customers.

2. To attain customer satisfaction.

3. To reduce the price of brand so sales can be boost up.

4. To advertise their product which is socially accepted.

5. To advertise their product through prominent celebrity.
 Index

Chapter No. Topic Page No.

CHAPTER 1 INTRODUCTION 1
1.1 Retail 1
1.2 Advantages and Limitations of Retailing 2
1.3 Role of Retailer in Distribution Channel 5
1.4 Functions performed by retailers 7
1.5 Concerns for the retailers to survive 9
1.6 Retail Sector in India 11
1.7 Multi-channel retailing 16
1.8 E – Tailing 19
1.9 Supermarket 22
1.10 Features of a supermarket 24
1.11 Advantages and Disadvantages of Supermarket 26
1.12 Top approaches for supermarket marketing 29
1.13 Who is a consumer? 31
1.14 Consumer buying behaviour 32
1.15 Consumer perceptions 34
1.16 Customer Satisfaction 37
1.17 FMCG Sector 39
CHAPTER 2 RESEARCH METHODOLOGY 40
2.1 Statement of problem 40
2.2 Objectives of study 40
2.3 Scope of study 40
2.4 Universe of study 40
2.5 Nature of study/type of research 41
2.6 Sample of study 41
2.7 Time dimension 41
2.8 Data collection method 42
2.9 Techniques used for data presentation 42
2.10 Limitations 43
CHAPTER 3 LITERATURE REVIEW 44
CHAPTER 4 DATA ANALYSIS, PRESENTATION AND 47
INTERPRETATION
CHAPTER 5 CONCLUSION AND SUGGESTIONS 60
BIBLIOGRAPHY AND ANNEXURE 63