Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010

Academic Year 2023-24

Batch 2023-25
Trimester 3rd
Programme PGDM
(PGDM / PGDM-FS / PGDM-RM)
Name of Course Business Research Methods
Section C
Name of Faculty Dr. Chandraketu Singh
Nature of Submission Group Assignment
(Group Assignment / Group Project Report)
Topic of Group Assignment / Group Project Examining the root Causes of Attrition in Diverse Business
Environments: A multi-Level Investigation into Employee
Turnover
Deadline for Submission 15th April 2024
Group/ Learning Team Number LT C10
Maximum Marks Allotted
Tick on appropriate

We hereby declare that this project/assignment does not contain any AI generated content (e.g., ChatGPT etc.)

I We hereby declare that this project/assignment has used AI generated content (e.g., ChatGPT etc.) as supporting
resource for the completion of project/assignment.

Sl. Name & Enrollment Contribution Signature

No. Number of Student

1 Nishka (JL23PG125) 16.6%

2 Praggya Pandey (JL23PG137) 16.6%

3 Preksha Jain (JL23PG144) 16.6%

4 Rajshree Srivastava (JL23PG150) 16.6%

5 Rohit Raj (JL23PG158) 16.6%

6 Samarth Gupta (JL23PG168) 16.6%

Contribution of Group/LT members in the Assignment/Project

Date of receiving at PMC: Signature of PMC Staff:

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010
OVERVIEW

Lulu Mall is a shopping mall located in Lucknow, Uttar Pradesh which is owned and
managed by Abu Dhabi based Lulu Group International. The mall was inaugurated on 11 July
2022. Lulu Mall was founded by Chairman M.A. Yusuff Ali who is also the Managing
Director and Noman Aziz Khan, who is the General Manager of Lucknow branch. Its tagline
is “where the world comes to shop”

Lulu Group’s flagship Lulu Hypermarket & indoor family center ‘Funtura’ is one of the
major attractions for visitors. The mall spans across 45.9 acres, which is one of the largest
malls in India that has a built-up area of 19 lakh square feet. The approximate cost of this
project was more than Rs. 2000 crore.

The mall contains nearly 300 international and national brands, 2500-seater food-court, 6
cafes and 11 fine dining restaurants. It is designed by United Kingdom based architects that
set a benchmark in the design and architecture industry through its dynamic and modern art
theme.

Lulu mall has an average daily footfall of more than 80,000 and is one of the most visited
places in Uttar Pradesh.

REVENUE MODEL

With a large spread of 209 LULU stores and 23 malls, the mall renders its services to more
than 1,10,000 consumers daily. With a strong belief that business is driven by consumers,
Lulu mall serves more than 1,10,000 consumers daily providing A-to-Z goods and services
for them where they provide best quality products at a cheaper rate and also render e-services
which help them create a strong consumer relationship. The revenue streams of Lulu Mall
comes from the exports they make in different countries of their product. Also domestically,
in India more than 1 million visits the store and the stores are located in 22 different countries
which are generating revenue daily. As of March 2023, supermarkets have crossed $ 22.2
billion.

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010
The needs and desires of their clients and consumers are taken into consideration at the same
time as pricing the products and offering outstanding value is their Unique Selling
Proposition (USP). According to the natural-business consumer analysis, the Lulu Mall try to
expand its offering and new products offers to the consumer who are into the earning bracket,
i.e. the range of population of age group 18-45, generally they are the ones who have the
most purchasing power and is considered the most important consumers for Lulu.

OBSERVATIONS
● ESIC PROGRAM: The importance of having knowledge about certain concepts was
highlighted to us. The emphasis was given to concepts like PF and ESIC.
ESI( Employees’ State Insurance) is a state government scheme that gives insurance
benefits to employees registered under this scheme. The employer of every factory
and establishment with 10 or more than 10 employees ( except in a few states where
the requirement is 20 or more) are required to register under this scheme. Another
basic requirement is that the monthly wages does not exceed more than Rs. 21,000
(Rs. 25,000 in case of PwD). The scheme has a number of benefits covered such as
sickness benefits, medical benefits, maternity benefits, disablement benefits,
dependent benefits and funeral benefits. The employees’ share is 0.75% of the salary
and the employer’s share is 3.25%.

TASK: We were asked to create a survey in order to assess the knowledge and awareness
about the scheme of the employee. The observations made after the survey were as follows:

The majority of employees were aware of the scheme and were registered under the scheme,
but there had been no insurance claims made by a majority of them, except for a few
employees.

The employees’ awareness was limited and incomplete. They had a brief idea of the
deduction of ESI from their salary slip, but their knowledge of the process was incomplete.

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010
● PROVIDENT FUND: PF stands for Provident Fund. It is a scheme for employees
who are salaried to invest now and get benefits after retirement. It is a mandatory,
retirement savings strategy managed by the government for the employees, who can
contribute a part of their savings towards their pension fund, every month. EPFO
(Employees Provident Fund organization) keeps a check on the entire process. An
organization is authorized to PF which has more than 20 employees and must register
with the EPFO. Both employees and the employer make the PF contribution. By
contributing a percentage of their salary to PF regularly, employees build up a
retirement corpus over time. Especially during times of unforeseen circumstances
such as medical emergencies or job loss, PF offers a feeling of financial security to
employees and their families.

● CUSTOMER SERVICE DESK: A part of our team was assigned a customer service
desk (csd) which handles various operations which are directly related to customer
service. It is a frontline desk which handles customer queries and several other
services such as:
1. Exchanges
2. Returns
3. Free of cost product delivery
4. Baggage submission counter
5. Lost and found services
6. Scheme campaign nominations
7. Alteration services

The customer service desk department not only handles customer queries but also handles
internal office matters for which we got information in depth such as:

1. Internal consumption (I.C.) which is a process of record keeping when a product

which is sold in the mall is being used by internal staff for its own personal
consumption. This process goes after approval from several departments such as a
form of requirement is filled by the head of department which is signed by the floor

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010
manager as an approval then the bill is aborted through the P.O.S. machine then the
bill is made with a nil total value then the product is sent for consumption. The
department where I.C. comes into play is the corporate staff office as they are the ones
which are allowed to consume.

2. Internal stock transfer (I.S.T) is the process where stock is transferred from one
department of the lulu to another for eg. Goods from hypermarket are sent to funtura
would be done via the process of I.S.T.

3. Credit sale voucher creation is also a part of tasks associated with the csd department,
where when goods are sold on credit to B2B customers a different voucher is created
for the record purpose.

4. Apart from csd we also got insights about the lulu loyalty program which is by the
name of lulu happiness reward program. We got to know how loyalty programs are an
essential part of a retail outlet, how reward points are earned through purchases made,
how they can be redeemed in store and what is the overall process for the same.

CHALLENGES FACED AT CSD

As the csd is in frontline to the customers handling every customer related queries so
challenges are also faced by the staff at csd such as:

● At times the customer purchases products and then uses it and then comes to return or
exchange it, which when is not done by the staff then customer argues for the same.

● There were instances when a customer faced an issue of cashback offer when making
a purchase, if the card machine declined the offer then the customer returned the
entire goods purchased and the person at csd then had to check each and every
product and take it as a return.

● Certain customers when come for exchange or return of the product they refuse to
accept exchange voucher or credit notes, they ask for cash refunds which is a

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010
challenge for the staff as cash refunds are least promoted because it reduces the
overall balances of the company as if a customer is provided with exchange voucher
then he will purchase from their store only which is not a loss of sale or customer. But
in case of cash refunds it is not assured that customers will purchase from that store
itself which can be a loss for the company.

● Customers tend to avoid providing their mobile numbers at time of purchase.

● Customers are reluctant to enroll in the loyalty program; they refuse to enroll for the
same even after providing them knowledge about the benefits associated with the
same.
● Inadequate information.
● Login issues on the portal with the registration number provided.
● Indifference to benefits offered since there was no requirement of the claims.

BUSINESS PROBLEMS FACED BY THE COMPANY

● UPI/Card payment failure

● Double billing
● Quality issues of in house products
● Low loyalty program enrollment

RESEARCH PROBLEM

We were given the task of creating a google survey form for staff awareness about the
Provident Fund. Initially, we needed to understand the purpose behind creating the survey
form for staff awareness about the Provident Fund. This involved researching the importance
of a Provident Fund, and why it's crucial for employees to have knowledge about it.

Methodology used for analysis and implementation

We used Power BI to conduct the analysis. The given below are the results of Survey
Analysis-

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010

FINDINGS

● We found that most of the employees were unaware of the PF scheme. As they were
not given any PF related training during their induction program.
● Some employees were uninformed of whom to approach in case of any queries or
assistance related to PF in the organization.
● Some employees never checked their PF at all.
● Some employees were ignorant about the PF encashment process.

LEARNINGS

We learned the importance of PF, and why it's crucial for employees to have knowledge about
it. We realized the significance of the PF encashment process and how to handle any queries
from employees during our survey. Also, the significance of designing a clear and organized
Google Form ensures that the questions are relevant and easy to understand for the staff,
explaining and conveying the questions in a simple and easy manner to the staff. It also
emphasized the importance of empathy, clarity, and engagement when conducting surveys
among a diverse audience. Upon Receiving feedback from survey respondents, we
incorporated necessary changes into the questions in our google form. It demonstrated the

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010
importance of actively listening to the needs and preferences of the respondents. Through this
Field Immersion Program, we gained valuable insights and learnings.

RECOMMENDATIONS
● In order to reduce the UPI/Card dispute during payments, there can be separate
counters, helpdesks and toll-free numbers can be allocated to streamline the process
of payment channels, so that there can be a reduction in dispute cases.
● For the issues of double billings, real time updation of barcode can be implemented
where if once a barcode is read then if another time same is scanned it does not
upload on the P.O.S.
● Several strict measures of quality checks should be implemented to reduce
complaints.
● They can come with an experience which can facilitate customers to purchase
products online through App which could allow customers for in store pickups, Home
delivery.
● Regularly gather feedback from customers through surveys, focus groups, and social
media channels to identify areas of improvement and implement changes accordingly.
● The organization should provide proper training on Provident Fund (PF) during the
employee induction process. This ensures that employees understand the significance
of PF.
● There should be a dedicated LMS for the organization. It will act as a centralized
platform which can manage training materials, track employee progress, and facilitate
learning initiatives according to the organization's needs.
● There should be use of AI for creating virtual chatbots for answering PF-related
queries of the employees. This can streamline communication between employees and
the HR department. This approach can enhance convenience for employees while
ensuring that their questions are directed to the appropriate department for resolution.
● There should be implementation of a toll-free number for employees who may not
have access to smartphones or may not be comfortable using digital platforms. This
provides an alternative means for employees to reach out and address their PF-related
queries directly, regardless of their level of education or socioeconomic background.

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 Jaipuria Institute of Management,

Vineet Khand, Gomti Nagar

Lucknow – 226010
● Toll free number to contact incase of query.
● Chatbots for gathering information about the process
● Setting up educational camps to bring awareness among the employees
● Setting up employee help desks.