PROJECT REPORT

ON
RETAIL SECTOR IN INDIA
Submitted In Partial Fulfillment Of The Requirement

Post Graduate Diploma In Marketing

Management
Submitted To
Ms. Nitleen Kaur
Batch
2016-17
Roll No.
50230
Submitted By
Vivek Thakur
 ACKNOWLEDGEMENT
If words are considered to be signs of gratitude then let these
words Convey the very same My sincere gratitude to Future
Groups for providing me with an opportunity to work with retail
sector and giving necessary directions on doing this project to
the best of my abilities. I am highly indebted to Mr. Remay
Verma Manager and Mr. Ravi Parmar (GM)
company project guide, who has provided me with the necessary
information and also for t h e s u p p o r t e x t e n d e d o u t t o m e
in the completion of this report and his valuable
suggestion and comments on bringing out this report in the best
way possible.
I also thank Prof Anant Jyoti,(HOD of PGDM)
who has sincerely supported me with the valuable insights
into the completion of this project.
 INDEX
S.NO CONTENT PAGE
NO

1 Introduction 4

2 Research Objective 11

3 Research Methodology 12

4 Review Of Literature 15

5 Introduction 29

5 Data Analysis 46

6 Finding, Suggestions and Conclusions 71

7 Bibliography 75

8 Appendix 76
INTRODUCTION
INTRODUCTION
Retailing consists of the business activities involved in selling goods and services
to consumers for their personal, family, or household use. It includes every sales of
goods and services to the final consumer.

Retailing as an Industry
Retailing is world's largest private industry with annual sales over $ 6600 billion.
Wal-Mart annual sales over $ 250 billion. It has share of 2.3% of U.S. G.D.P.
There are nine retailers in Fortune 100, which highlights the importance of
retailing as category. According to a market estimate after agriculture, retail is the
largest single sector, both in term of turnover or will as employment in India. With
market size of $200 billion. The report said the Indian retail industry is in
revolution phase. Organized retailing in India, which account for less than 4%, is
likely to grow four fold in the next five years. That means it will grow from current
size of around $4 billion (Rs. 17,000Crore) to around $15 billion (Rs. 66000
Crore) the neighborhoods corner shops estimated at70 million across the country,
and village Mela’s characterize the unorganized and fragmented nature of retailing
in India.

RETAILERS IN INDIA
1) K. Raheja Group
Shopper’s stop
Home Stop
Mother care
Hyper city
Crossword
Planet M2)

2) Tata Trent
Westside
Star India Bazaar
Landmark 3)
3) RPG Group
Spencer’s supermarket
Spencer’s daily
Spencer’s hypermarket
Music world

4) Reliance Group
Reliance fresh
Subhiksha

5) Bharti Group

6) Aditya Birla Group

7) Café Coffee Day

8) Pantaloon retail (I) Pvt. Ltd

Pantaloons
Big bazaar
Food bazaar
Fashion station
All
Blue sky
E Zone
Collection I
Home Town
Central Mall9)

9) Godrej Group
Godrej Aadhar
Nature’s Basket
 RETAIL IN INDIA
The retail industry in India is largely unorganized & predominantly consists of
small , independent, owner-managed shops. Retailing is INDIA’s largest industry
in terms of contribution to GDP& constitutes 13% of GDP. There are around 5
million retail outlets in India. There are also an uncounted number of low cost
kiosks (tea stalls, snacks centre, barber shops, etc) & mobile vendors. Total retail
sales area in India was estimated at 328 million sq.mt.in 2001, with an average
selling space of 29.4sq.mt. per outlet. In India the per capita retailing space is
about 2sq. ft, which is quite low compared to that of developed economies. In
2000, the global management consultancy AT Kearney put retail trade at 400,000
Crore , which is expected to increase to Rs.800,000 Crore by year 2005 – an
annual increase of 20%.According to the survey, an overwhelming proportion of
the Rs.400,000 Crore retail market is unorganized. In fact only a Rs20,000 Crore
segment of market is organized. There is nonintegrated supply chain management
outlook in Indian traditional retail industry. Food sales constitute a high proportion
of the total retail sales. The share was 62.7% in 2001,worthapprx. Rs 7032.2
billion, while non food sales were worth Rs.4189.5 billion. However then on-food
retailing sector registered faster year-on-year growth than the food sales sector.
The trend to market private labels by specific retail store is catching on in India as
it helps to improve margins. The turnover from private labels by major retail
chains was estimated at around Rs 1200 million in 2001.

CURRENT SCENERIO OF INDIAN RETAIL

Unorganized market; Rs. 583,000 crores.

Organized market; Rs. 5,000 crores.

5 x growths in organized retailing between 2000-2005.

Over 4000 new modern outlets in last 3 years.

Over 5,000,000 sq. ft. of mall space under development

The top 3 modern retailers control over 750,000 sq.ft of retail space.Over 400,000

shoppers walk through their doors every week.

Growth in organized retailing on par with expectations and projection of the last 5

years: on course to touch Rs. 35,000 crores or more by 2005-06.

Retailing in India

Diversities differentiates itself from the standard development of modern retail

anywhere in the world.
Conventionally, retailers focus on homogeneity and continuity in order to derive
benefits of scale and efficiency in their system.
Globally, retailers develop two or three major formats which are largely
standardized, may not work in India.
Significantly large, truly pan-Indian, multi-format modern retailing model needs to
be developed in India.
The Indian market will provide the footsteps to develop a model for globalizing
retailing.
This will be the biggest contribution of Indian retailers to the world.
Indian retailers can establish ‘thought leadership’ is in the field of technology.
Unlike in developed countries, Indian retailers do not have ‘legacy systems’ on
which they have to build their technology platform.
As retail grows and develops fresh technology-led solutions, India will take a
leap and the next generation retail technology solutions may well come out
of India.
Usage of RFID and the next practices in technology-based retail solutions may
well emerge from Indian retailing.
Indian retailers would do well to develop their own systems and benchmarks that
are admired and followed the world over.

Next 3-5 years are tough for retail biggies

The retail sector is expected to grow 40% to $427 billion by 2011.
By 2017, organized retail will be 15-20% of the total retail market.
Total retail market $ 800-billion by 2017.
Impact on rural incomes and urban prices will be real and positive

Organized retailing in India will need painstaking, often frustrating, effort to chisel
out India-ready business models, retail formats and delivery models.

Products,
Properties,
People and
Profitability are going to be huge challenges.

The real estate prices and shortage of talented staff, the run-up expenses for growth
are going to shoot up sharply.
Significant delay in completion of shopping malls by developers and unreasonably
high property prices is adversely affecting the growth of the sector.
The situation is expected to improve in 2009, when a large, and probably an
oversupply of retail space is expected to come on-stream. By the year 2010, it is
expected that there will be around 500 shopping malls, adding over 250million
square feet of retail space.
Its' just the first phase of retail playing out in India currently, where lot of players
are merely ‘land-grabbing'.
In second phase the focus will be on creating differentiation. And in a couple of
years, half of the new entrants of today will simply die.
In 2008, the competitive landscape is also expected to unfold with many large
entrants finally launching their operations.
Understanding, interpreting and catering to Indian consumer behavior, taking into
account the social diversity in the country will be crucial to the success of new
players.
New formats in specialty retail, wholesale retail and luxury retail are expected to
emerge.
The next few years will provide the answers to the most crucial questions on the
sustainability of modern retailing in India.
Whether the Indian consumer market can sustain such large growth in modern
retail, whether more and more people will join the consuming class and what the
real market size in small cities will be, become clearer.
By 2010 a conclusion on the consumption potential in India can be reached.
No one can stop the growth of modern retail and the consequent impetus to
consumption and development in India.
Where is the opportunity?

Retailers inspired by the Wal-Mart story of growth in small town America are
tempted to focus on smaller towns and villages in India. However, a careful
analysis of the town strata-wise population, population growth, migration trends
and consumer spend analysis reveals a very different picture for India. As per our
estimates, the share of the 35 towns with a present population of greater than 1
million in India’s total population would grow much faster than their smaller
counterparts, from 10.2 per cent today to reach 14.4 per cent by 2025.

Simultaneously, the share of these towns in the overall retail market would grow
from 21 per cent today to 40 per cent by 2025.Within these top 35 towns, an
estimated 70 to 80 per cent of retail trade could be in the organized sector.
This is similar to the experience in China, where in cities like Shanghai and
Beijing, the organized sector accounts for 70 to 80 per cent of overall retail trade in
certain categories. Retailers should therefore focus on the top 37 towns in the next
decade, as the opportunity in smaller towns and rural India would be smaller and
more fragmented, compared to the larger towns
 OBJECTIVES OF THE STUDY
a) PRIMARY OBJECTIVE

1. Study about the LOYALTY schemes run by the mall.

2. Study the customer approach towards the mall.

3. Study about the floor operations in a shopping mall.

4. Comparative analysis of all retailers in this section to differentiate with other

competitors.

b) SECONDARY OBJECTIVE

1. Understand the customer behavior inside the mall.

2. Customers expectation from the mall.

3. Gather all the information about all the competitors

4. All details about the loyalty scheme in retail sector.

5. To make suggestion towards the improvement in loyalty schemes.

6. To make suggestion towards STORE PATRONAGE

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve research problem. In it we
study the various steps that are generally adopted by researcher in studying his
research problem along with the logic behind them. It is necessary for a researcher
to know not only the research methods/techniques but also the methodology. It
may be noted, in the context of planning & development, that the significance of
research lies in its quality and not in quantity. Researchers should know how to
apply particular research techniques, but they also need to know which of these
methods or techniques, are relevant and which are not, and what would they mean
and indicate and why
There are various stages to solve the research problem:

1) Research Problem
2) Rational scope of study
3) Research Design
a) Research Methodology
b) Type of research
4) Sampling Design
a) Technique of Sampling
b) Sample population
c) Sample frame
d) Sample unit
e) Sample size

Data Collection

1) Primary Source:
The method of data collection is done by survey, this is a process whereby first
hand information is collected. This method is needed for meeting the specific
objective of research study. I have collected primary data in the form of filled
structure questionnaire by customers.
In first questionnaire first collect the feedback about loyalty card and in second I
collect all the data regarding to comparative analysis
 2) Secondary Source:

The secondary data was collected in the form of company profile and product
profile from the Web Site of PANTALOONS. Some other Web Sites were also
referred. For collecting the required data the CSA’S of the mall were also
consulted. The data has helped in ascertaining the strategies and approaches of
major players in market. Thus the study involved collection, analysis and
interpretation of a lot of data relating to this sector. The data is collected from
various sites, books, journals, etc.

SAMPLE DESCRIPTION: After deciding on the research approach and

instruments, the marketing research must design the sampling plan.

1. SAMPLING SIZE:
The target for this the customers who come for shopping inside the mall. Sample
size of the study is 200 customer’s who come for shopping inside the mall.

2. SAMPLE SELECTION PROCEDURE:

Since it is the survey of customer, to obtain an unbiased result the customers
sample from the population were interviewed randomly.

So the sampling technique chosen for the research is Random sample

technique. Every customer inside the mall had an equal chance of being
interviewed.

3. SAMPLE UNIT:
The customer who come for shopping inside the mall is the sample unit.

4. CONTACT METHOD:
Personal approach to each and every customer for all surveys and interviews were
the Contact method used for obtaining a proper and detailed feedback. A face-to-
face Interaction took place with each sample representative.
The data collected through questionnaire was properly classified and tabulated in
the form of a report.

These reports formed the basis for the comparative analysis and drawing inferences
there from. From the inferences drawn certain conclusions and recommendations
were made.

5. FIELD WORK:
The fieldwork was conducted for a period of 15 days for both the research.
Interviews were conducted inside the mall by face – face interviewing.
REVIEW OF
LITERATURE
REVIEW OF CONCEPT AND THEORIES

FIRSTLY WE DISCUSS ABOUT WHAT IS CUSTOMER LOYALTY?

SHETH & MITTAL have defined customer loyalty as “
a customer’s commitment to a brand , store or supplier based on a strong favorable
attitude & manifested in consistent re-patronage .”

Strong Behavior Weak

Strong Loyalty Latent Loyalty

Attitude

Spurious Loyalty No Loyalty

Weak

The above given definition of customer loyalty includes both behavior &attitude,
which can result in four possible situations as shown in above fig. When both
attitude & behavior are weak , it means no loyalty exists , weak attitude indicates
the customer may not have any liking for the brand & the store. While weak
behavior means that the purchase of the brand or visiting the store is sporadic.
When the attitude & behavior are strong , it means that the customer has a strong
brand or store loyalty. The remaining two situation cases are interesting. When
behavior is high but attitude is low, it can be said that the customer has spurious
loyalty, i.e the customer may buy the same brand again & again or shop at same
store regularly but may not have a preferential attitude towards it.

Ten Tips to Build Customer Loyalty

The key to a successful business is a steady customer base. After all, successful
businesses typically see80 percent of their business come from 20 percent of their
customers. Too many businesses neglect this loyal customer base in pursuit of new
customers.
However, since the cost to attract new customers is significantly more than to
maintain your relationship with existing ones, your efforts toward building
customer loyalty will certainly pay off.

Here are ten ways to build customer loyalty:

1.Communicate:
Whether it is an email newsletter, monthly flier, a reminder card for a tune up, or a
holiday greeting card, reach out to your steady customers.

2.Customer Service:
Go the extra distance and meet customer needs. Train the staff to do the same.
Customers remember being treated well.

3.Employee Loyalty:
Loyalty works from the top down. If you are loyal to your employees, they will feel
positively about their jobs and pass that loyalty along to your customers.

Employee Training:
Train employees in the manner that you want them to interact with customers.
Empower employees to make decisions that benefit the customer.

Customer Incentives:
Give customers a reason to return to your business. For instance, because children
outgrow shoes quickly, the owner of a children’s shoe store might offer a card that makes the
tenth pair of shoes half price. Likewise, a dentist may give a free cleaning to
anyone who has seen him regularly for five years.

Product Awareness:
Know what your steady patrons purchase and keep these items in stock. Add other products
and/or services that accompany or compliment the products that your regular customers buy
regularly. And make sure that your staff understands everything they can about
your products. Read Know Product Basics for more

Reliability:
If you say a purchase will arrive on Wednesday, deliver it on Wednesday. Be
reliable. If something goes wrong, let customers know immediately
and compensate them for their inconvenience.
Be Flexible:
Try to solve customer problems or complaints to the best of your ability. Excuses ?
such as "That's our policy" ? will lose more customers then setting the store on fire.
Read our 60-Second Guide to Managing Upset Customers for more information.

People over Technology:

The harder it is for a customer to speak to a human being when he or she has a
problem, the less likely it is that you will see that customer again.

Know Their Names:

Remember the theme song to the television show
Cheers
? Get to know the names of regular customers or at least recognize their faces.

Building loyalty through advocating certain essential factors:

Customers are constantly changing & their expectations also rising. Consumer
behavior in the organized retail industry has altered drastically in the last few
years. The retail market is growing not only in terms of nos. but also in terms of
stature, image & class. Alongside with Indians becoming world class service. So it
becomes vital for retailers to pay attention to every little detail in order to be
successful. This can be done by providing a good brand & store experience.

For this in general the retailer will have to look into various aspects such as:
Timing of the store In store design & layout Welcome the customer receives The
ability to browse easily The behavior & product knowledge possessed by sales
persons The facility for making payments The attractiveness of the loyalty
programs The packaging & The exit. All these above aspects are really very
important for the customer to experience delightful shopping experience in the
mall. If not handled well, it could result in a disgruntled consumer ,who will spread
a bad word-of-mouth.

On the contrary, if the overall brand & store experience is positive & pleasant , the
retailer may gain a flow of customer who would likely to patronize the outlet again
& again. Further it is also likely that the popularity of the store increases through
word of mouth
How to improve CUSTOMER LOYALTY in organization?

Strong customer service is the bedrock for creating loyal customers. Make it a
priority by properly training your staff and continually reinforcing the message that
the customer comes first. You can also let your customers know that you value
their business by reaching out to them through newsletters, postcards, and e-mail,
so they're aware of seasonal sales and special products. Install a strategy
for responding to customer inquiries and complaints and create a fair, flexible
return policy. Finally, once you’ve developed a rapport with loyal customers, you
can reward them with special discounts on products or services. Loyalties schemes
are different for different organizations. Basically loyalty schemes are therefore the
existing customers or for coming customers for their benefits. In the study carried
out by
A .C.NIELSON
company of BRITISH super market shoppers on the basis of their attitude towards
price & promotions, five groups of customers were identified

BRANDED EVERY DAY LOW PRICING (ELDP) SEEKERS

(19%):
These customers were strapped for cash due to limited income, so they shop
around to get the best price on their favorite brands, generally seeking ELDP
instead of promotions which may require them to alter their buying patterns i.e.
they go for bulk purchases. Such customers are low on store loyalty but high on
brand loyalty.

LOW- PRICE FIXTURES FERRETS (23%):

These customers are young families with strained financial expenses due to
growing expenses due to growing expenses like mortgage etc. they are very budget
conscious ,though dislike bulk purchases, they seek price deals &use coupons

They respond well to store loyalty schemes but tend to switch brands although they
may spend a lot on store brands.

PROMOTION JUNKIES(18.4%):
These customers will do anything to get the lowest shopping bill – they find a thrill
in finding bargain sale & take pride in telling others where such sales take place.
They may switch between rational & store brands, having loyalty neither for the
brands.
Thus retailers & marketers will not earn any long-term gain from such customers.

STOCKPILERS (21%) :
These customers are affluent & are unconcerned about the size of their bill. They
select stores based on the location , product assortment. & product quality rather
than price or promotions. They may take advantage of the promotions on their
favorite brands, happily buying in bulk to stockpile & save money, although they
may not switch brands. They can easily be the retailers delight since they may be
loyal to both brands &stores.

PROMOTIONALLY OBLIVIOUS (18.3%):

This group is basically driven by habit, settled on brands & stores & not interested
in exploring better deals. They may occasionally indulge in soft deals such as free
items or coupons but dislike aggressive promotions & deals. So they reliable to a
certain extent
FACTORS ESSENTIALS FOR BUILDING A LOYALTY
A) Make shopping a delightful
experience
E
S
S
E
N
T E) Customer complaint handling and +ve attitude
B) Offer spice of variety under a single roof I
A
L
S
C) Understand customer need and provide
A mutually beneficial customer service

F
O
R
F F) Build customer loyalty

B
U
I
L
D
I
D) Provide physical appeal leading to store N
brand loyalty G

L
O
Y
A
L
T
Y
THIS IS ALL ABOUT THE CUSTOMER LOYALTY IN RETAIL SECTOR

In CENTRAL for loyalty scheme there is a card named

“FUTURE CARD”. This card we called it as a credit card which is powered by
ICICI CREDIT card.
The customer can collect it from any ICICI bank branch or from any
PANTALOON’S outlets. Its available all over. This future card can be applicable
in any store or mall comes under FUTURE GROUP. Anyone whose monthly
income is above min.5000 can be a part of this loyalty card.

Aaj se
Kharchey
ban gaye
kamai !

This is the slogan of the future card. Apart from this CENTRAL’s goes with
various loyalty services such as FREE redeem of parking coupons, free alteration
to all customers, sometimes free home delivery to customers etc. this is the loyalty
scheme run by CENTRAL.
The main benefit beyond this future card is you can use this card in various outlets
run by FUTURE GROUP! Apart from this as we talk about other player in retail
sector SHOPPERS having FIRSTCITIZEN card. INDIA BULL MEGA STORE
having PPC(pyramid power club) which goes with loyalty card

Before FUTURE CARD there were CENTRAL CARD which is only

applicable for CENTRAL’S purpose. It is a loyalty card for CENTRAL’S
customers. Following are some details about CENTRAL’s card. Exclusive Benefits

•Get 0% EMI option for purchases more than Rs. 3,000/- at Central.
•Get free gift voucher of Central worth Rs. 250/- with the offer booklet.
•Earn 4 reward points for every Rs.100/- spent at Central. Also earn 1 reward point
for every Rs. 200/- spent at merchant establishments other than Central.
•Priority Payment Counters at Central for cardholder to save valuable time.
•Cardholder gets priority to view the product launches and seasonal collections at
Central.
•Up to 10% discount to all cardholders restaurants within Central, on bills of Rs.
250/- and above.
•Get 12 free coffee vouchers on approval of card.
•The Cardholder will get access to select airport lounges across the country with
complimentary snacks and non-alcoholic beverages.
•All the benefits of Solid Gold Card. These were all the benefits provides by
CENTRAL’S card. After that PANTALOONS introduces FUTURE CARD for
all its stores. Future card is powered by ICICI BANK (CREDIT CARDS). Future
card is like a retail credit card. Lots of offers & gifts are there on the FUTURE
CARD
 BRANDS OFFERS
BIG BAZAAR 1st 3 months 15% off on fashion
1st 3 months 10% off on general
merchandize
FOOD BAZAAR 1 kg sugar bazaar free
1st 3 months 3% off on foods

PANTALOONS Rs 100 off on apparel purchase of Rs.500

or get a t-shirt worth Rs 299 on apparel
purchase of RS. 1000
CENTRAL Rs. 50 off on Rs.1000 & above purchase
For 1st 3 months Rs. 250 off on Rs. 2500 &
above purchase

BRAND FACTORY Rs. 50 off on Rs. 1000 & above purchase.

For 1st 3 months Rs. 250 off onRs.2500 &
above purchase.

SHOE Shoe polish/socks FREE on Rs.100 per

month

EZONE A head phone worth Rs. 199 with purchase

through FUTURE CARD at e ZONE

YATRA 10%-15% off on total bill amount

These are all details about FUTURE CARD. These are all offers which are
provided by FUTURE CARD. This is first time in INDIA that any company
providing such type of LOYALTY CARD which any 1 can use in number of
brands. This type of card really change the mind of customer towards the
LOYALTY
REVIEW OF PREVIOUS RESEARCH &
FINDING

Abstract

In a bid to strengthen relationships with their customers marketers are showing

renewed interest in customer loyalty programs. But how effective are these
programs? Surprisingly—given their current popularity—the evidence is
equivocal. Research on “normal” patterns of loyalty in established competitive
markets suggests that in many cases it is hard to obtain exceptional advantages
through the launch of a loyalty program.
Also, competitive forces tend quickly to erode any differential gains. Before
introducing a loyalty program, managers would be wise to fully cost it (including
development, marketing and on-going costs), and compare these costs with a
realistic assessment of the benefits of the program—an assessment that goes
beyond the rhetoric of relationship marketing.
Here we argue that to stand the best chance of success under tough market
conditions, a loyalty program must
enhance the overall value-proposition
of the product or service. This in turn will help to
motivate buyers to make the next purchase
of a product, and therefore
support other aspects
of the firm’s offensive and defensive marketing strategy

The Claimed Benefits of Loyalty Programs

Advocates contend that loyalty programs are more profitable to a firm because:
(a) The costs of serving customers are less,
(b) Loyal customers are less price sensitive,
(c) They spend more with the company, and
(d) They pass on positive recommendations about their favorite brands/suppliers.
  J.N. SHETH & B. MITTAL
IN “
CUSTOMER BEHAVIOUR
” Thomson South Western learning, 2003 give definition of CUSTOMER
LOYALTY as given below: SHETH & MITTAL have defined customer loyalty
as “
a customer’s commitment to a brand , store or supplier based on a
strong favorable attitude & manifested in consistent re-patronage .”

 REYNOLDS,DARDEN & MARTIN, 1975

come with the new study that “a sample of older ,lower income group & less
educated women were willing to shop in the same store & avoid the risk of
shopping in the new stores.”

 ARIEH GOLDMAN,( 1977-78)

In his study said that, “store loyal consumer to be engaged innless repurchase
search , know about fewer stores & less likely to shop even in stores known to
them.” He also found that “the shopping behavior or style to more likely exist
among low-income consumers because they were constrained by their inability to
shop much.”

 J.F. DASH , L.G. SCHIFFMAN & CONRAD BERENSON, 1976

They came with the study that “store loyal consumers found more risk in shopping
& hence felt being store loyal would reduce the risk of shopping in unknown
stores.”
  YANKELOVICH , SKELLY AD WHITE , 1982

They found that “more no. of single parent household also limited the amount of
time available for shopping & the additional cost of being store loyal was worth
the time saved.”

Rosalind McMullan, Audrey Gilmore

Abstract:

Purpose
– The purpose of this paper is to focus on establishing individuals' levels of loyalty
and what sustains and develops their customer loyalty. This paper recognizes the
importance customer loyalty has for many competitive organizations and
industries. However there has been less focus on what value customer’s attach to
customer loyalty in this context.

Design/methodology/approach
– A two-stage study is presented, establishing individual levels of loyalty and then
identifying the role of mediating effects in loyalty development. The first stage
involved a postal survey, including a 28-item scale, designed to measure customer
loyalty, and its sustainers and vulnerabilities (mediating effects).

The second stage, and the main focus of this paper, uses scores from the loyalty
scale (high, medium and low levels of loyalty) to examine what sustains and
develops loyalty amongst differing levels of development.

Findings
– The findings highlight the importance of identifying, understanding and
managing mediating effects, in the context of loyalty development. The research
emphasizes the importance of a differentiated approach to developing and
managing customer loyalty by appropriately rewarding customers at different
levels.
The findings highlight the need to acknowledge the importance of reciprocity in
terms of which aspects of service customers value.

Originality/value
– The main contribution of this paper is that it uniquely identifies an approach to
understanding the sustaining and vulnerability effects mediating customer loyalty
development going beyond previous categorization attempts.

Understanding this approach should lead to effective customer loyalty management

and greater awareness of managing recognition, reciprocity and rewards
COMPANY PROFILE
About Future Group
Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.
The group’s flagship company, Pantaloon Retail (India) Limited operates over 6
million square feet through 450stores in 45 cities. Some of its leading retail
formats include

Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, e Zone, Depot,
Future Money and online retail format, futurebazaar.com

Future Group companies includes,

Future Capital Holdings, Future Generali India, Indus League Clothing and
Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co.
Future Capital Holdings, the group’s financial arm, focuses on asset management
and consumer credit. It manages assets worth over $1 billion that are being
invested in developing retail real estate and consumer-related brands and hotels.
The group’s joint venture partners include

Italian insurance major, Generali, French retailer ETAM group, US-based

stationary products retailer Staples Inc, UK-based Lee Cooper and India-based
Talwalkar’s, Blue Foods and Liberty Shoes

Future Group’s vision is to, “Deliver Everything, Everywhere, Every time to

Every Indian Consumer in the most profitable manner “

The group considers ‘Indian- ness” as a core value and its corporate credo is -
Rewrite rules, Retain values
 Pantaloons Retail (India) Limited:
Pantaloon retail (India) limited, is India’s leading retailer that operate multiple
retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered In Mumbai the company operate over 700 sq. feet of retail
space has over 1000 stores across 53 cities in India and employees over 25000
people

The company’s leading format include Pantaloons, a chain of fashion outlets, Big
Bazaar a uniquely Indian hypermarket chain. Food Bazaar, a supermarket chain,
blends the look. touch and feels of Indian bazaars with aspects of modern retail like
choice, convenience and quality,
Central , a chain of seamless destination malls. Some of its other formats include
Depot, Shoe factory, Brand factory, Blue sky, Fashion station. All top 10 m bazaar
star and sitara.
The company also operate an online portal futurebazaar.com

INTERNATIONAL & NATIONAL AWARDS

Pantaloon Retail was recently awarded as

1. International Retailer of the Year 2007
by the US-based National Retail Federation (NRF) and
2.The Emerging Market Retailer of the Year 2007 at the World
Retail Congress held in Barcelona.
3.Best of the BEST RETAILER 2006 & 2007, by ASIA PACIFIC TOP 500,
SINGAPORE.
4.Business Leadership Award in retail by NDTV,
5.Readers Digest Trusted Brands Platinum Award.
6.CNBC AWAZ most preferred Large Food & grocery Super market.
7.Hewitt international BEST 15 EMPLOYER in INDIA.
Pantaloon Retail is the flagship company of
Future Group a business group catering to the entire Indian consumption space
Now we are going to discuss about all LINE OF BUSINESS come under
PANTALOON’s RETAIL

LOB NAME SIZE(PER SQR.FT) FORMAT TYPE

FASHION PANTALOONS 25,000 LIFESTYLE
CENTRALS 125000 LIFESTYLE
BIG BAZAAR 50000 VALUE
FASHION STATION 15000 VALUE
FOOD FOOD BAZAAR 10000 VALUE

GM BOOKS BIG BAZAAR 50000 VALUE &LIFESTYLE

&MUSIC DEPOT 6000-10000 VALUE

ELECTRONICS
GOOD E ZONE 12500 LIFESTYLE
& CONSUMER APPLIANCES

FURNISHING FURNITURE BAZAAR 10000 LIFESTYLE

CENTRALS
Launched in May 04 at Bangalore, Central is a showcase, seamless mall and the
first of its kind in India. The thought behind this pioneering concept was to give
customers an unobstructed and a pure shopping experience and to ensure the best
brands in the Indian market are made available to the discerning Indian customers

Central offer everything for the urban aspiration shopper to stop, eat celebrate.
Located in the heart of the city. Centrals believe its customers should not have to
travel long distance to reach us, instead we must be present where customers
frequently visits
Applying the Retailing concept in Relation to Central

1.Customer Orientation
– central determine the attribute and needs of it's customers.
2.Coordinated Effort
– central integrates all plan and activities to maximize efficiency. All the
employees make their best service to customer.
3.Value Driven
– central offer good value to customers whether it to be discounter or up sale this
means having the price appropriate for the level of product and customer service
4.Goal Orientation
- central set goals and then uses a strategy to attain them. central set goal to achieve
the one hundred Crore target in 2008.To relate the marketing concept to retailing,
with an emphasis on the total retail experience customer service, and relationship
retailing.
The marketing concept (known as retailing concept when applied to retail
situations) should be understood and used by all the retailers. The total retail
 experience includes all the elements in retail offering that encourage consumers
during their contact with retailer.
Many elements such as number of sale people, displays price. The brands carried,
and inventory in hand are controllable by a retailer, others like the adequacy of on-
street parking, the speed of on line shopping and sale taxes are not.
If some part of the total retail experience is unsatisfactory, consumers may not buy
a given good or service. The total retail experience of
CENTRAL is very good. There is goods systematic display of goods. Synapses
indicate price of the goods. Smart sales people, they always maintain eye contact
with customer. There are good branded item's are available in CENTRAL store.

Strategic Planning in Retailing

Organizational mission
Ownership management alternatives
Situation Analysis
Goods/services category

sales
Objectives profit
satisfaction
public images
mass marketing
Identification
concentrates marketing
controllable
Overall un controlled
strategy

Specific activities daily and short term operate

responses of environment

Control evaluation
adjustment
A retail strategy is overall plan that guide a firm. It consists of situation analysis
objectives identification of customer market, broad strategy specific activities,
control and Feedback

Objectives are the retailer's long term and short term goal. A firm may pursue one
or more of their objectives Sales (growth, Stability and market share) Profit (level,
return on investment, and efficiency) Satisfaction of public (Stockholders,
consumers and others) and image pinioning (customer and industry perception)

Next consumer characteristics and needs are determined and a retailer elects a
target market. A firm can sell to a broad spectrum of consumers (Mass Marketing)

Zero in an one consumer group (concentrated Marketing) or aim at two or more

distinct group s of consumers(differentiated marketing) with repeated retailing
approaches for each. A broad strategy in then formed. It involve controllable
variables (aspects of business a firm can directly affect) Uncontrollable variable
(factors of a firm cannot control and to which it must adapt)

Controllable variable Un controlled variable

Store Location Consumers

Managing Business Competition

Merchandise management and pricing Technology

Communicating with consumers Economic condition

Seasonality
CENTRAL MALL
Understanding the Retail operations.

I did my project on Central. In Central there are 5 floors and each floor is divided
into each segment .

Ground floor
is having all international brands like Lacoste , Tommy Hilfiger , Nautica and
many more .

First floor
is having ladies and kids section and Shoes section .

Second floor
is divided into 2 sections in which 1 section is for all Casuals in which we
have brands like Lee, Levi’s, Lee Cooper etc. and the another section is for Planet
Sports in which all main brands are existing like Adidas , Nike , Puma , Converse
etc.

Third Floor
is for all Men’s formal dressings like Arrow, Excalibur, Peter
England, Urbana,VanHausen, Wills lifestyle etc. and we also have ethnic wears
also in which we have Akkriti andManyawar.

Fourth Floor
is for Casual’s wearing and Home Furnishing also in casuals we have brands like
Provogue, Status quo, M Square, Proline and many more brands.

Fifth Floor
is divided into 2 segments. 1 is for Food court named as “Spoon the food
court” and another section is for

Food bazaar
in which you can get all the FMCG goods .These are the segments and floors in
which central 2 is divided. I did my project basically for 3rdfloor which is
known for FORMAL’S SECTION
In each floor there is the Floor Manager, ADM(asst. departmental manager), Team
leader,CSA’s. all these people working for a floor.

After project done in CENTRAL I can say there are 6 PARAMETRES OF

RETAIL OPERATIONS. These are the parameters which is to be followed and
maintained by every organization .
1 STOCK
2 STAFF
3 CUSTOMER& CUSTOMER SERVICE.
4SALES.
5 VISUAL MARCHENDISING.
6 MARKETI G & PROMOTIO AL EVE TS.

STOCK
Stock is very essential part of operation. We should know about the stock presence
on the floor. On which brand we have a full option & cut option .so we have to
make option plan of the floor every Monday. We makes stock requirement also of
those product which is fast moving & on demand items.
A manager should also aware about each and every brand requirement and he has
to make sure about the refilling and replenishment of the stock . The stock has to
be refilled accordingly. Sometimes some of the items are not moving in brands
then we send it back to the vendors or sometimes we send it to Brand Factory.

Profit Maximization
- In Retail industry at the end of the day the one thing which matters is only one
thing that is profit . In central for earning profit we daily distributed the targets for
each and every brands and these brands have to perform better for the achievement
of the their targets .
They also got there brands targets on monthly , quarterly and yearly bases . For the
achievement they do hard work and if they succeed in achieving their targets then
they get incentives according to their contribution
Staff
In Operations Staff plays a important role in achieving the targets . Sales
executives are the persons which are directly interacted to the customer and they
know what the customer actually want. Customer can’t meets to the Managers
directly. So it’s necessary that staff should be well groomed & interactive to the
customer. We daily check the grooming of staff just like hair cut, clean clothes, etc
& their eye contact, body language, communication skill etc.We should train the
staff time to time like:

•How to communicate with customers?

•How to increase the selling?
•How to make the customer to purchase more?

Customer & customer service

Customer is most important thing in retail .
In retail, this idea of focusing on the best current customers should be seen as an
on-going opportunity. To better understand the rationale behind this theory and to
face the challenge, we need to break down shoppers into five main types:

•Loyal Customers
: They represent no more than 20% of our customer base, but make up more than
50% of our sales.

•Discount Customers
: They shop our stores frequently, but make their decisions based on the size of our
markdowns.

•Impulse Customers
: They do not have buying a particular item at the top of their “To Do”list, but
come into the store on a whim. They will purchase what seems good at the time

Need-Based Customers
: They have a specific intention to buy a particular type of item
.
•Wandering Customers
:They have no specific need or desire in mind when they come into the store.
Rather, they want a sense of experience and/or community.
If we are serious about growing our business, we need to focus our effort on the
loyal customers, and merchandise our store to leverage the Impulse shoppers.
The other three types of customers do represent a segment of our business, but they
can also cause us to misdirect our resources if we put too much emphasis on them.
We can delight our customer if we give them better service.

In Central’s we give some following service to our customers :

•Discounts.
•Gift wrapping.
•Some time we do home delivery also
•Exchange in 7 days.
•Free alterations.

VISUAL MERCHA DISE

-Visual Merchandising is the art of displaying merchandise in a manner that is
appealing to the eyes of the customer. It sets the context of the merchandise in an
aesthetically pleasing fashion, presenting them in a way that would convert the
window shoppers into prospects and ultimately buyers of the product.
A creative and talented retailer can use this upcoming art to breathe in new life into
his store products. Visual merchandising is acted as a silent communicator to the
customer. The main function of V.M is to aware about what merchandise is
available in store.

Visual merchandising includes window displays, signage’s, interior displays,

cosmetic promotions and any other special sales promotions taking place.

V.M also helps to customers as –

Educating the customers about the product/service in an effective and creative
way.
Establishing a creative medium to present merchandise in 3D environment,
thereby enabling long lasting impact and recall value.
Setting the company apart in an exclusive position.
 Establishing linkage between fashion, product design and marketing by keeping
the product in prime focus.
Combining the creative, technical and operational aspects of a product and the
business.
Drawing the attention of the customer to enable him to take purchase decision
within shortest possible time, and thus augmenting the selling process.

Sales
How will you survive and grow in profitability in today's very competitive
marketplace?
Consider these facts.
1. Your margins are already stretched.2. You're stretching your advertising dollars
as far as they'll go.3. You don't have the brand or product loyalty that you once
had.
Then how will you compete?
It's simple! You’ll compete by maximizing your greatest source of productivity --
your people!
Look at these realities.
1. Few companies budget sufficient dollars to professionally train their sales And
customer contact people.
2. Most retail salespeople are poorly trained in professional selling skills.
3. Most training is product training.
4. Old-fashioned sales techniques are outmoded and contribute to turnover and
poor job performance. Modern day, value-focused selling can usually increase a
salesperson's effectiveness Around 15% to 25%.

As a Manager we have to look up following thing, so that we know about our

actual selling &achievement of our target:-
•Walk ins
- no. of customers is coming in our mall?
•No. of bills
- how many customers are purchasing out of them?
•Average bill value
- total sale/no. of bill
•Floor contribution towards mall
- for ex. Floor 3 contributes 15 to17 % of mall selling.
•Specific brands contribution towards mall
- Van hausen, Arrow etc. is the brands who are contributing higher in floor 3.
•Sq. feet return of the brand
- each brand has to provide a specific area in sq. feet
Sales in month /sq. feet area =sq feet return in month/ no. of days

Managing Promotions, Events, Alliances and partnership-

In order to ensure the success of an event or promotion, it is necessary that the

store where action is to take place be geared for the same.
Managing alliances and partnership with local partners is also an important part
of store operations.
Display of merchandise and point of purchase material has to be managed at the
store level.
An integral part of managing a super market is an understanding of fresh produce
and its storage needs and replacing the product when needed.
Control of perishables and sanitations are two important aspects of the
operations of the store.
During my project in central they organized event named as “THE GREAT
FRENCH AFFAIR “The main purpose of this event was to get familiar our
customers with the French culture
By celebrating this festival they tried to experience the French culture.

Marketing promotion& events

It can be defined as strategic and tactical planning program and the attendant
execution exercises for a brand using the full mix of communication

(Short term) Consumer promotion can do

1.Increase sales
2.Build Market share
3.Generate awareness and trial of new brand
4.Stimulate retrial
5.Encourage repeat purchases
6.Generate purchase continuity
7.Provide alternate usage suggestions.
8.Stimulate trade-up to larger sizes
9.emporary adjust pricing
10.Defense against competitive activity
11.Excite the sales force

I was the part of 3 events in CENTRAL

1.The Great French affair.
2.Youth buzz.
3.EOSS (end of season sale).

The Great French Affair 10th Nov – 31st Jan 2017 Come fall in Love! With the
spirit of France...

Experience the glamour of Eiffel Tower at Central

Wine Tasting
: Come get a heady taste of the finest French wines on all weekends.
French Feast
: Watch mouth watering French delicacies being whipped up by a renowned chef
on all weekends.
Le Pastry:
Delectable French pastries will have you begging for more.
Paris Runway:
Watch the leading models sizzle on the ramp in designer French collectionson May
17th & 24th 2008.
French Makeover
: Get a stunning 'Ooh la la' French Style makeover.
La Troupe
: Sizzle, Shake and Cheer with French Cancan dances on May 10th 2008.
•Dance Classes:
Learn charming French moves from leading dancers on all weekends
• Art De Portrait
: Get your portrait sketched by a true blue French
Youth buzz :
Double your shopping.
Double your eat
Double celebrate

Youth buzz offering you no. of discounts & offers like

•Denim exchange mela.
•Magic weekend
•Offering apparels like future C.E.O., Saturday night fever.Overall response from
the customer was good

EOSS: (END OF SEASON SALE)THE BIGGEST DISCOUNT CHALLENGE BY

CENTRAL’S HAPPINESS
SALE
UPTO
50%
OFF*
Basically EOSS means stock clearance sale. During this period there were huge no.
of discounts are over there. During this sale period huge crowd was there, because
of discounts on each and every item. Main thing in this period is stock. Before 10
days of the sale period we send requirement of the stock to each and every
company for this period. Main work during this season is to manage all thing
including signage’s, proper updates of offers. There were special offers on
15t,16th,17th AUGUST because of INDEPENDENCE DAY,
RAKSHABANDHAN.
How can you better present your store and products to the buying public?
Start by doing a basic evaluation of your store

.Front Signage:
• Is your sign up-to-date or is it old and dated-looking?
• Is your sign clearly visible and in good repair; no holes, cracks or burned out
bulbs?
• Does your sign tell customers what type of products you sell at a glance?
• Do you have adequate signage for your building as it relates to street visibility?
• Does your signage make a strong statement about your company?
Interior Signage:
• Is your product signage uniform in design?
• Does your product signage describe the high points or features of the product? Is
signage up to date?
• Is directional signage easy to see and understand at a glance?
• Do you use signage as part of your visual merchandising?
Floor Coverings:
• Is your floor clean and fresh looking?
• Is your carpet clean, lying well, and vacuumed?
• Is your entry clean and in good repair?
•Are you using multiple styles of floor coverings to direct traffic flow
and distinguish between departments?
Lighting:
• Are all of your bulbs operating and in good condition?
• If using fluorescent bulbs are all bulbs the color temperature?
• Is your appliance area bright in contrast to the more subdued electronics area?
• Are you using Track or spotlights to create focal points?
• Good white light 3500 to 4100K should be used to light an appliance section.
Housekeeping:
•Is your store clean? Are floors waxed and buffed, carpet shampooed and
vacuumed?
• Is your product neat and tidy?
• Are your aisles free of clutter and boxes?
• Is your exposed office area neat with continuity?
Store Display Fixtures:
• Do your store fixtures match or are they a conglomeration of manufacturer's
displays?• Are your fixtures broken or in disrepair?• Are your fixtures being used
for the products for which they were intended?

Does your store use store fixturing? (Appliance fixtures, built-in fixtures,
platforms, gondolas, etc.)
Apart from these there are some work which were performed by me as a
“Management Trainee”.
1.Daily distributing sales report to each and every CSA including target & last
night’s sale.
2.Daily check the global counting book of the stock.
3.Keep details of all the inwards & outwards on the floor.
4.Check whether the staging & color blogging is perfect or not.
5.At the weekends (sat. & sun) help cashiers for packing & sometimes for billing
also.
6.On the Mondays collect the details of fast moving merchandize from each and
every brand & their requirement of stocks also
7.During the GREAT FRENCH AFFAIR I had perform the job to tell every
customer what is the French festival is all about?
8.After this festivals, I also work for “Customer Feedback Counter”. Where I had
to request each and every customer to feel the feedback form. From which I can
get more knowledge of customer behavior, there expectation from the mall.
9.During the sale period (eoss) lots of work there which I performed.(staging,
color blogging, stock inwards, placing of gondola’s, rearranging the section
because of a huge stock in each section.
10.During EOSS sometimes I help for alteration also.
11.On the billing counters it really tough to handle the customers over there, for
that purpose I was always there to solve all the problem.
This is all about my project profile during my internship
DATA ANALYSIS
 Research 1:

Objective:
To collect whole detail about the awareness of customers towards FUTURE
CARD.

Sample size: 200 customers

 How often do you buy apparels (clothes)?

OPTIONS RESPONSE
Once a year 25
Once a month 35
Twice a month 65
Thrice a month 75
TOTAL 200

Buy Apparels

16% 20%

Once a month
Twice a month
Thrice a month
34% Once a year
30%
 From where do you buy your apparels (clothes)?

Options Response
Pyramid 60
Central 80
Shoppers 50
Mega mart 10
Total 200

Response

5
%
30%

25
% Pyramid
Central
Shoppers
Mega Mart

40%
 Age of the customer ?

Below 18 yrs 45
Between 18 to25 yrs 63
Between 25 to35 yrs 47
Between 35 to45 yrs 35
Above 45 yrs 10

Age Of Customers

Below 18 yrs 45

5
%
18% 22% Between 18 to25 yrs 63

Between 25 to35 yrs 47

24%
31%
Between 35 to45 yrs 35

Above 45 yrs
 Gender of the customer?

a. Male
b. Female

No.Of Male/Female Customers

31%
Male
69% Female
 Income range of the customer (per month)?
Options response

>15000 12
20000-25000 62
25000-30000 56
30000 above 70

Income Range

6
%

15000
35%
31%
20-25000

25-30000

Above
30000
28%
 How much do you normally spend on apparels (clothes) bought from
shopping malls in a single shopping ?

Less than500 32
Between 500 to 1000 43
Between1000 to 2000 47
Between2000 to 5000 43
More than5000 15
Not Applicable 20

Apparels Bought From Shopping Malls

10% 16%

8%
Less than 500
Between 500-1000
Between1000-2000
21%
22% between 2000-5000
More than 5000
Not Applicable

23%
 Customers aware of “FUTURE CARD” Loyalty Programme in CENTRAL’S
?

OPTIONS RESPONSE
Yes 60
No 140

TOTAL 200

Awarness

30%

Yes
NO
70%
 How much do you normally spend on apparels (clothes) bought from
shopping malls in a single shopping ?

Less than500 32
Between 500to 1000 43
Between1000 to 2000 47
Between2000 to 5000 43
More than5000 15
Not Applicable 20

Normally Spend On Shopping

10
% 16
8 %
% >50
500-1000

21% 1000-2000

22% 2000-5000
<5000
Not Applicable

23%
 Reasons for not being aware of FUTURE GROUP?

OPTIONS RESPONSED
Don’t have any idea 70
Not inform by any CSA 60
Don’t have any display 70
Total 200

Reasons

35%
35%

Don’t have idea

Not confirm by CSA
Don’t have any display

30%
 Do you have FUTURE CARD?
OPTIONS RESPONSE
Yes 50
No 150
TOTAL 200

Having Future Card

25%

Yes
No

75%
 Are you interested to be a part of FUTURE CARD?
OPTIONS RESPONSE
Yes 150
No 50
TOTAL 200

Interested In Future Card

25%

Yes
75% No
Research 2:

Objective :

To collect data for COMPARATIVE ANALYSIS with respect to other stores .

Sample size : 200 customers

Parameters Centrals Shoppers Vishal Westside Megamart

Stop Mart
Price 68 29 34 23 46

Brands Available 79 34 45 17 25

Product Range 67 23 42 34 34

Trial Rooms 87 17 23 43 30

Offers 78 21 72 12 17

Customers 85 34 46 23 12
Service
Parking 98 23 32 33 14

Store Layout 103 22 36 29 10

Events 110 32 34 18 06

Ambience 98 12 54 23 13

Food Court 167 8 10 10 5

Loyalty Scheme 33 75 80 12 00
1) Which store you find the price best?

Store Best Price

23% 34%
Central
Shoppers
Vishal Mart

12% Westside
Mega Mart

14%
17%

INTERPRETATION & SUGGESTION

From the above chart we can say that on the basis of price as a parameter 34%
people likes to shop in CENTRAL’s. The main reason behind is the in house
brands of PANTALOONS which are really very affordable to everyone who
comes for shopping & wide range of options & sufficient space for each and
every brand & good service. As compare to price range there is close
competition. So CENTRAL have to keep focus on each & every brands
 2) Which store has got good promotional offers?

Good Promotional Offers

9%
6% 39%
Central
Shoppers
36% Vishal Mart
10 Westside
%
Mega Mart

INTERPRETATION & SUGGESTION:

After interpreting the chart we come to know that 39% people feel the offers in
CENTRAL’S are really good & attractive. So customers are satisfied with the
offers that CENTRAL’S launches at regular intervals
 3) Which store has a good parking facility?

Good Parking Facility

7%
16%
49%
Central
Shoppers
17% Vishal Mart
Westside
11% Mega mart

INTERPRETATION & SUGGESTION:

We can interpret from the above chart that 49% people find that parking is not a
problem at CENTRAL’S. As compare to other stores , only Central’s has its own
space for parking other than others , because they are parking on the sharing basis.
Its parking is in basement that why customers get more space for parking. While
paying the shopping bill they can redeem the parking coupon. There is the lift
facility for customers to the basement.
 4) Which store you find that there is a good range of brands available?

Brands Avaliable

13%

9% 39% Centrals
Shppers
Vishal Mart
Westside

22% Megamart

17
%

INTERPRETATION & SUGGESTION:

From the above chart we can say that on the basis of brands available 39% people
prefer to shop in CENTRAL’s. The reason is availability of various brands as well
as various in-house brands. As compare to other competitors CENTRAL’S have
more space for each and every brand, wide range of options.
 5) Which store has a good product range available?

Product Range

17%
33% Central
Shoppers
17% Vishal Mart
Westside

12% Megamart
21%

INTERPRETATION & SUGGESTION:

From the above chart we can say that on the basis of product range 33% people
prefer to go with CENTRAL’S.

It has a good range of products as various in-house brands are also available with
economical prices. They can still improve upon by getting various other brands
and introducing various in-house brands
 6) Which store has a good trial room facility?

Trial Room

15%

43%
Centrals
22%
Shoppers
Vishal Mart
Westside

12% Megamart
8%

INTERPRETATION & SUGGESTION:

After interpreting the chart we come to know that 43% people are satisfied with the
trial rooms at CENTRAL’S as compared to other stores. So CENTRAL’S should
maintain the service of trial room in the same manner. Another reason is enough
space in each trial room, which made by latest technology
 7) Which store provides the best service?

Customer Service

6%

12%
Central
42%
Shoppers
vishal mart
23%
westside
megamart

17%

INTERPRETATION & SUGGESTION:

Taking into consideration the above statistics we can see that 42% people feel that
the service (free alteration, exchange policy, staff suggestions, redeem parking
coupon etc.) given by CENTRAL’S are much better as compared to other stores.
So they should keep enhancing the loyalty program and should keep in mind that
customer is the king so we needed to provide best services to keep the customers
loyal
 8) Which store has a good store layout?

Store Layout

1%
15%

19% Centrals
54% Shoppers
Vishal Mart
Westside
11%
Mega mart

INTERPRETATION & SUGGESTION:

We can interpret from the above chart that 54% people feel that it is comfortable to
move around in the store. The items in the store are visible and it’s convenient to
shop. Each section gives enough space that customers can easily go and select their
favorite item. In CENTRAL mall each section is divided in to various sections.
There is food court also which also encourage customer to shop inside the mall.
 9) Which store has organized good events?

Events

3%
9%

17%
55% Centrals
Shoppers
Vishal Mart
16%
Westside
Megamart

INTERPRETATION & SUGGESTION:

We can interpret from the above chart that 55% people feel that events organized
in CENTRAL’S is better than other stores . During my internship we organized
various events such as “YOUTH BUZZ” in this we organize SALSA DANCE
competition, DENIM EXCHANGE MELA”, “electronic AUCTIONS” etc. In all
these events there is huge response of customers because of that during those days
sale of the mall also increases
 10) Which store has good ambience?

Good Ambience

7%

11%
Centrals
49% Shoppers
Vishal Mart
27% Westside
Megamart

6%

INTERPRETATION & SUGGESTION:

We can interpret from the above chart that 49% people feel that ambience in
CENTRAL’S is better than other stores. Basically CENTRAL’s pays more
attention towards the customer’s requirement what they want? What are their
expectations towards the mall.
 11) Which store has good food court?

Food Court
3%
5%
5%
4% Centrals
Shoppers
Vishal mart
Westside
Megamart
83%

INTERPRETATION & SUGGESTION:

We can interpret from the above chart that 83% people feel that events organized
in CENTRAL’S is better than other stores. Because only CENTRAL’S goes with
the concept that , “SHOP ,EAT, & CELEBRATE”. That is the slogan of
CENTRAL’s. Other stores not allow any type of food stuff inside the mall. That
the reason why there is huge approach of customers in CENTRAL’S
 12) Which store has good loyalty scheme?

Loyalty Scheme

6%
1%
16%

Centrals
Shoppers
40%
Vishal mart
Westside
38% Megamart

INTERPRETATION & SUGGESTION:

We can interpret from the above chart that only 16% people goes with
CENTRAL’s. Only in this section CENTRAL’s lack behind others
stores.CENTRAL’s has to keep more attention towards this
CONCLUSION
From this above given questionnaire following are the observations &
recommendations.
Observations:
1.From this research, there are majority no. of customers who buys more than 3
times in a month as compare to other customers. So these customers are loyal
customers for CENTRAL’S. No of other customers who buys more than 2 times, 1
time in a month are also there. These are also the targeted customers for
the CENTRAL’S.

2.There were higher percentage of customers who like to buy from CENTRAL as
compare to other competitors.( pyramid, shoppers etc.) means majority of
customers are like to shop from CENTRAL’S. So by organizing some events or
with good product range &discounts, these remaining customers get diverted
towards CENTRAL.

3.As per the data collected through this survey, we can say higher no. of customers
are youngsters. Along with professionals, businessmen etc. between the age group
25-35.

4.Majority of females customers are there, as compare to male customers.

5.As per income range is concern, majority of customers are high class customer’s
means income(30000+/month).who loves to shop in CENTRAL’s. They are really
brand conscious.

6.There are higher no. of customers who spend more than 3000 for their 1 time
shopping, more than 3000 also. Some customers are there who even shop more
than 10000 also. Basically main objective behind this questionnaire is to collect
information about the awareness about FUTURE CARD among the customers. As
per the data collected by questionnaire, i am very disappointed by the result that is
only 30% customers were aware about the FUTURE card.
The main reason behind it is that they don’t have any idea about FUTURE CARD.
Only few of them know about it. The main reason behind it is, there is no display
inside the mall for FUTURE CARD. All the employees working over there are not
aware of that, among 200customers only 30% customers have the FUTURE
CARD.
After that I ask for their interest in FUTURE CARD, more than 75% customers are
interested to be a part of FUTURE CARD. They are really very interested to be a
member of FUTURE CARD. They want more information about the FUTURE
CARD.

Recommendations:
As per all this data, as per my opinion is concern, CENTRAL’s have to think more
about the FUTURE CARD. Because as we discuss above more than 75%
customers really very interested to be a part of the FUTURE CARD. This one is
really very important thing where CENTRAL’S have to be concentrate. Because of
this they get more LOYAL customers. CENTRAL’S have to arrange some events
for promotion of FUTURE CARD. Including proper displays inside the mall,
informing every employees over there to tell every customers about the FUTURE
CARD. At the cash counter keep any executive to give information to each and
every customer. Or make a proper section for FUTURE CARD at the entrance of
the mall. By that every customer get idea about FUTURE CARD
BIBLOGRAPHY
WEBSITES:
WWW.RETAILBIZ.COM
WWW.GOOGLE.COM
WWW.RETAILYATRA.COM
WWW.WIKIPEDIA.COM
WWW.TIMESOFINIDA.COM
WWW.ECONOMICTIME.COM
WWW.FUTURE.COM
WWW.AMAZON.COM
WWW.FUTUREBAZAAR.COM

BOOKS AND MAGAZINES:

Retail management book by Chetan Bajaj
Book Retailing by PETRICK M.DUNNE
Retail management book by SUJA NAIR
ICFAI Journals
Business Today
Marketing Management By Philip Kotlar
 APPENDIX

QUESTIONAIREER
Name:

Age:

Address:

Gender:

 How often do you buy apparels (clothes)?

o Once a year

o Once a month

o Twice a month

o Thrice a month

o TOTAL

 From where do you buy your apparels (clothes)?

o Vishal Mart

o Central

o Shoppers

o Mega mart

 Age of the customer ?

o Below 18 yrs

o Between 18 to25 yrs

 o Between 25 to35 yrs

o Between 35 to45 yrs

o Above 45 yrs

 Gender of the customer?

o Male
o Female

 Income range of the customer (per month)?

o >15000

o 20000-25000

o 25000-30000

o 30000 above

 Customers aware of “FUTURE CARD” Loyalty Programme in CENTRAL’S

?

o Yes
o No

 How much do you normally spend on apparels (clothes) bought from

shopping malls in a single shopping ?

o Less than500
o Between 500to 1000
o Between1000 to 2000
o Between2000 to 5000
o More than5000
o Not Applicable
 Research 2
QUESTIONAIREER

Objective :
To collect data for COMPARATIVE ANALYSIS with respect to other stores.
(CENTRAL, VISHAL MART, SHOPPER’S, WESTSIDE, MEGA MART)

Sample size: 200 customers.

 Which store you find the price best?

 Which store you find that there is a good range of brands available?

 Which store has a good product range available?

 Which store has a good trial room facility?

 Which store has got good promotional offers?

 Which store provides the best service?

 Which store has a good parking facility?

 Which store has a good store layout?

 Which store has organize good events?

 Which store has good ambience?

 Which store has good food court?

 Which store has good loyalty scheme?