Training Project Report On

STUDY ON CONSUMER PERCEPTION RETAILING ORGANIZING IN INDIA

Submitted towards the partial fulfillment of requirement of Maha Maya Technical University, Noida for the award of degree of Master of Business Administration (MBA). Session (2011-2012) Submitted by: SANJEEV CHAUHAN MBA IV Semester 1060670020 VIDYA INSITITUTE OF TRAINING AND DEVELOPMENT BAGHPAT RAOD, MEERUT

Comparative Study on Profitability Drivers of Indian Retail Industry and their formats and challenges to unorganized retails in the current scenario.

Submitted to: Mrs. Anshu Sharma

INDEX
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CONTENTS
Acknowledgement Preface Todays Retail in India Key Points of Indian Organized Retail Industry Formats in Indian Organized Retail Sector Top Major Retail Players in India Objectives of the Study PHASE-I Scope of the Study Research Methodology Research problem and its relevance Name of the Stores Vishal Mega Mart Big Bazaar Lifestyle Limitations of the Study Questionnaire PHASE-II Great India Place

PAGE NO
5 6 -14 15 -16 17 - 18 19 20

22 23 - 24 25 26 27 - 37 38 - 48 49- 64 65 66 72

73 - 77

ACKNOWLEDGEMENT
First of all we would like to thank Ms Anshu Sharma (Faculty Member) for giving us the opportunity to do the project on comparative study on Study on Consumer Perception Retailing Organizing in India. Her extended views on the Indian Retail Industry help us with assistance, support and council without, which this project would not have been materialized.

We would also like to express our special thanks to all the Staffs of the Vishal Mega Mart, Big Bazaar, Life Style and Pantaloon Retails and also the various owners of Kirana Stores for their excellent support and co-ordination without which this study could not be fulfilled.

Thanks Sanjeev Chauhan

PREFACE

We are lucky that, we got the opportunity for making the project report on Study on Consumer Perception Retailing Organizing in India. For this study we visited the Malls, Hyper Markets and Departmental Stores and in Meerut and Noida and talk to various unorganized retailers (Kirana stores) to study the problems defined. This report is written account of what we learnt and experienced during the survey. We wish, those going through it will not only find it readable but also get as useful Information. The main limitation of our experience was that as the above said organized retails industry is reserved with corporate formalities, we had faced a little bit difficulties to fill the questionnaire completely. Retailing is emerging as a sunrise industry in India and its presently the largest employer after agriculture. In the year 2004, the size of Indian organized retail industry was Rs 28,000 Crores, which was only 3% of the total retailing market. The sunrise of the organized retailers in India creates a major turn in the retail industry. Top major organized retail players are increasing their market share day by day. Their main focus is based on FMCG and consumer durables. With modernization, Indian culture is aping the western dressing sense and lifestyle and these techniques is promoting by the Retailers and by this they are generating a remarkable revenue from the Indian consumers.

Todays Retail in India

Comprised of organized and traditional retail formats, Indian Retail market is estimated to be worth US$ 511 billion, and is poised to grow to US$ 833 billion by 2013. The organized

retail that currently accounts for less than 5 per cent of the total retail market is expected to register a compound annual growth rate (CAGR) of 40 per cent and swell to US$ 107 billion by 2013. A report by global consultancy firm, AT Kearney said "The consumer spending in India has increased by an impressive 75 per cent in the last four years and will quadruple in the next 20 years." Moreover, India recently topped the Nielsen Global Consumer Confidence study, conducted by Nielsen, a market research company. The biannual report revealed that Indians are "the most optimistic lot globally who think that their country will be out of the economic recession in the next twelve months." However the size of Organized Retail in India will exceed US$22bn mark from current level of about US$4bn with its space requirement touching over 220mn sq. ft., by 2010, according to The Associated Chambers of Commerce and Industry of India (ASSOCHAM). In a Paper brought out by ASSOCHAM on `Retail Scenario in India and Its Related Issues, it has been stated that approx. 40mn sq. ft. is currently generating a business of about US$4bn in organized retail. Indias vast middle-class and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets and India provides for the ideal locations. Since, Delhi and its suburbs have so far seen the growth of 100 bigger and smaller malls, roughly 600 new malls are coming up in other metropolis and large townships in which less than 35% of retail business is going to be transacted.

It is seen that over 1000 malls are in the pipelines for smaller townships in which the retail sector is projected to grow at over 60% because of ample availability of land and increased purchasing power of the folks living in those areas because of increased economic activities. Naturally, the large players will prefer to go there and put up their shops by sourcing their supplies from the places convenient to them.

Some of the key areas in which retail boom will prevail in towns beyond metros and even large cities will include food items, FMCG products, grocery, sportswear, outerwear, tailored clothing, eyewear, watches, footwear and accessories and the like. The retail business that will pre-dominantly stay with malls put up in metros and large cities will include apparel, pharmaceuticals, luxury goods and consumer durables. Changes should be brought about in Agricultural Produce Marketing Committee (APMC) Act (a key contributor to the large number of intermediaries) such as the introduction of contract farming and allowing direct procurement from farmers by retail owners so that a direct chain is established between the user and farmers for their equal benefits. It also highlights, pointing out that even in the case of non-agricultural products such as apparel, FMCG and general merchandise, the situation is far from ideal. The key cause for inefficiency is the poor integration between the retailer and supplier. None of the retailers, in view of ASSOCHAM has so far an automated system for information exchange with their suppliers. In developed countries, retailers practice Vendor Management Inventory (VMI) systems, where the supplier has access to the point of sales data of the retailer and plans automatic replenishments responding to the stocks available at the retailer.

Consumer Behavior and Retailing Decisions

Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

Factors Affecting Consumer Buying Behavior

Consumer buying behavior is influenced by the major three factors: Social Factors Psychological Factors Personal Factors. A. Social Factors
Social factors refer to forces that other people exert and which affect consumers purchase behavior. These social factors can include culture and subculture, roles and family, social class and reference groups.

B. Psychological Factors

These are internal to an individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and personality.

C. Personal Factors
These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors.

Consumer decision-making process generally involves five stages: Information Search Problem Recognition Purchase Action Alternative Evaluation Post purchase Actions

Consumer Attribute affecting choice of format between organized and unorganized Retail

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Retail outlet selection and brand selection:

There are three fundamental patterns, which a consumer can follow and they Could be: (I) Brand first, retail outlet second (ii) Retail outlet first, brand second (iii) Brand and retail outlet simultaneously. A consumer wanting to buy a car may collect information on brands and purchase it from a retail outlet based on his perception of price offered or after sales service provided by the outlet (typically, search for information on brands is followed by retail outlet selection in durables). In certain product categories, especially where `category killers' exist, consumers may think of the retail outlet initially and then the brands (television, refrigerator and audio products retailed through outlets like Vivek and Co. in the South, could be an example). One more dimension may be to compare brands in the evoked set at retail outlets which also exist in an evoked set of their own. This is highly possible, especially in the Indian context where dealers develop a social relationship with consumers, especially in semiurban and rural areas. Primary research could be used to discover the specific sequence involved in a situation of this kind. A `brand first' dimension may need feature-based advertising and a retail outlet first dimension may require a set of point-of-purchase (POP) materials and special training to sales personnel to recognize the needs of consumers.

Brand first and outlet second: The brand was probably thought of by the consumers
because(i) The consumers may not have developed a relationship with any retailer which is strong enough to get into the `evoked retail set' or (ii) The brand has got into the evoked set because of advertising or positive word of mouth. Local advertising with the mention of brand names which have already got into the evoked set would enable consumers to be pulled to the outlet. Primary research may be required to identify the brands in the evoked set.

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Organized vs Unorganized Retail:

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In the developed economies, organized retail is in the range of 75-80 per cent of total retail, whereas in developing economies, the unorganized sector dominates the retail business. The share of organized retail varies widely from just one per cent in Pakistan and 4 per cent in India to 36 per cent in Brazil and 55 per cent in Malaysia (Table 2.2). Modern retail formats, such as hypermarkets, superstores, supermarkets, discount and convenience stores are widely present in the developed world, whereas such forms of retail outlets have only just begun to spread to developing countries in recent years. In developing countries, the retailing business continues to be dominated by family-run neighbourhood shops and open markets. As a consequence, wholesalers and distributors who carry products from industrial suppliers and agricultural producers to the independent family-owned shops and open markets remain a critical part of the supply chain in these countries.

Table Share of Organized Retail in Selected Countries, 2006

CountryTotal Retail Sales (US$ bn) Share of Organized Retail (%)

USA Japan China United Kingdom France Germany India

2,983 1,182 785 475 436 421 322

85 66 20 80 80 80 4

Source: Planet Retail and Technopak Advisers Pvt. Ltd

Key Points of Indian Organized Retail Industry

1. Potential to be the third largest economy in terms of GDP in next few years.

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2. It ranks high amongst the top 10 FDI destinations of the world. 3. Fastest growing tourist market in Asia. 4. World Bank states, India to be worlds second largest economy after China by the year
2050.

5. Stable and investor friendly Central Government at the helm of affairs. 6. Introduction of Value Added Tax or VAT and tax reforms. 7. High degree of professionalism and corporate ethics. 8. Excellent Investment opportunities in Indian retail sector and in allied sectors; sure and
high returns on investments.

9. To invest US $130 billion for the development of infrastructure, by year 2010.

10. Bullish stock markets. 11. Hordes of foreign investors are thronging in to invest in Indian retail markets. 12. Highly educated English speaking young workforce. 13. Vibrant and multi cultured cities. 14. Huge opportunity exists, especially in semi-rural and rural areas. 15. Till date the second largest employer after agriculture sector, for the huge semi-skilled Indian population. 16. Offers highest shop density in the whole world.

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17. Having almost 1,20,000 shops, across the length and breadth of the country.

Formats in Indian Organized Retail Sector

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1. Supermarkets: A supermarket, also called a grocery store is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket or superstore. 2. Hypermarkets: A hypermarket is a superstore which combines a supermarket and a department store. The result is a very large retail facility which carries an enormous range of products under one roof, including full lines of groceries and general merchandise. In theory, hypermarkets allow customers to satisfy all their routine weekly shopping needs in one trip. 3. Department Stores: A department store is a retail establishment which specializes in satisfying a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice multiple merchandise lines, at variable price points, in all product categories. Department stores usually sell products including apparel, furniture, appliances, electronics, and additionally select other lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment, jewelery, toys, and sporting goods. Certain department stores are further classified as discount department stores. Discount department stores commonly have central customer checkout areas, generally in the front area of the store. Department stores are usually part of a retail chain of many stores situated around a country or several countries. 4. Shopping malls: A shopping mall or shopping centre is a building or set of buildings which contain retail units, with interconnecting walkways enabling visitors to easily walk from unit to unit.

5. Specialty Chains: A Specialty Chains is numbers stores which are specialized in a specific range of merchandise and related items. Most stores have an extensive width and depth of stock in the item that they specify in and provide high levels of service and

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expertise. They differ from department stores and supermarkets which carry a wide range of merchandise.

TOP MAJOR RETAIL PLAYERS

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Retailer

Existing formats

Brand Names

No.of Stores 13 450 12 400 225

Total Retail Space (000 sq ft) 1,948 5000 1200 6000 230

Department store Pantaloon Retail Indian Ltd Hypermarket Seamless Malls Hyper markets RPG Retail Music Stores books Stores Department stores Shoppers Stop Ltd. Books & Music Stores Home furnishing Landmark Group (Based in Dubai)

Pantaloon Big Bazaar Central Spencers Music world Books and Beyonds Shoppers Stop Crosswords Home Stop

20 33 N/A

1000 N/A N/A

Department Stores

Lifestyle

370

Department Stores Trent India Ltd Hypermarkets Books & Music Stores Vishal Group Hyper markets

West side Star India Bazaar Land Mark Vishal Mega Mart

19 1 4 183

350 N/A N/A 13,45

OBJECTIVES OF THE STUDY

Phase-I

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This project is based on the comparative study of Indian Retail Industry on the basis of three parameters:
(a) Customer Flows. (b)Revenue per Customer. (c) Stock of the Store.

Objective: Know the customer flow and revenue generated by the stock from the each department in the organized retail sector within a closer view. PHASE-II Determine various shops and classify them into the Retail formats. Objective: Know the retail formats and what are the difference between those categories. PHASE-III Analyze the threats and challenges to unorganized retailers in the current scenario of competitive market. Objective: Understand the sector of unorganized retails, find out the challenges faced by them and determine what the measures are taken by these retailers to survive in this current scenario.

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PHASE-I

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SCOPE OF THE STUDY

The scope of my study restricts itself to analyze the organized retailers profitability drivers on the basis of Garments, Gifts, Cards and Music Department where as in the recent trend its seen that the key players in this Industry are more emphasizing on the Garments, Personal Grooming, Home furnishings, Life style and Footwear Departments in their Stores.

RESEARCH METHODOLOGY

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This chapter describes the methodology of the study. This project is based on information collected from primary sources. After the detailed study, an attempt has been made to present comprehensive analysis of four major organized retailers. The data had been used to cover various aspects like inter-departmental customer flows, revenue per customer and value of the stock in the various departments. In collecting requisite data and information regarding the topic selected, we went to the Vishal Mega Mart, Life Style, and Big Bazaar of New Delhi and Noida and collected the data.

Research design:
The study is based on descriptive research design because the data were collected to reveal accurate descriptions of variables related to the decisions being faced, without demonstrating that some relationship exists between variables. For the purpose of present study a related sample of stores were selected on the basis of convenience.

Sample Size and Design:

A sample of 3 stores was taken on the basis of convenience.

Research Period:
Research work is only carried for 2 months.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were close ended with Ordinal-polytomous response scale.

Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:

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 Primary Source: The primary data comprises information survey of Comparative Study on Profitability Drivers of Indias Retail Industry. The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: The secondary data was collected from internet and references from Library and various journals on retail industry.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique that we have used is bar graphs, pie charts, with MS-EXCEL and SPSS.

RESEARCH PROBLEM AND ITS RELEVANCE

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RESEARCH PROBLEM:
Determine the profitability drivers on the basis of: Customer flows. Revenue per Customer. Stocks value of the store.

RELEVANCE OF THE RESEARCH:

Understand the value of Indian organized retail Industry on the basis of how customer flow generates the revenue related to its value of stock and analyze the ways to improve each of three dimensions.

Name of the Stores

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The study is being conducted on:

(i) (ii) (iii) (iv)

Vishal Mega Mart, Garh road. Big Bazaar, PVS. Lifestyle International, Garh road. Various unorganized retailers in Meerut.

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VISHAL MEGA MART

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What started as a humble one store enterprise in 1986 in Kolkata is today a conglomerate encompassing 183 showrooms in 110 cities / 24 states. Indias first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India. The groups philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors. Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you international quality goods and prices hard to match. The cost benefit that is derived from the large central purchase of goods and services is passed on to the consumer. There are three classes of consumers the lower class is restricted only to unorganized retail, upper class consumers are limited and scattered. According to the Vishal Retailing Strategy, they are targeting middle class as it is the largest consumer base in India and can be sold off then in large volumes because with the increasing purchasing power the middle class is shifting towards organized retail. The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra Agarwal . The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007.

ANALYSIS OF THE STUDY

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Types of Customer: There are three types of consumer in the Indian retail market. Vishal mega mart is a firm believer of that the Middle class and upper middle class are the potential customer in their product categories. Here we are analyzing which income level of customers are generally tend to purchase the products department wise:
PERCENTAGE OF TYPES OF CUSTOMER DEPARTMENT WISE GARMENT GIFTS TYPES OF CUSTOMER HIGH GRADE INCOME LEVEL MEDIUM GRADE INCOME LEVEL AVERAGE LEVEL GDARE INCOME 30 10 10 50 SECTION 10 60 SECTION 40 50

MUSIC SECTION 60 30

CARDS SECTION 0 50

T YP E S O F C U S T O M E R
100% 80% 60% 40% 20% 0% G A RM E NT S E C TIO N G IF TS S E C TIO N M U S IC S E C TIO N CA RDS S E C TIO N A V E R A G E G D A R E INC O M E LE V E L M E D IUM G R A DE IN C O M E LE V E L H IG H G RA D E IN CO M E LE V E L

From the above details its found that the customer flows in the garment section is relatively high rather than the other sections. The focus customer group is basically medium level income group of customers. Flow of customers in different departments: 29

Here we have analyzed the flow of customers per day basis. For this reason we have studied customer flows on an average of high customer flow days.

Inter-Department Customer Flow

DEPARTMENT GARMENTS DEPARTMENT GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT Number of Customer 900 250 100 300

Inter-department Customer Flow

300 MUSIC DEPARTMENT 100 250 900 0 100 200 300 400 500 600 700 800 900 1000 Number of Customer CARDS DEPARTMENT GIFTS DEPARTMENT GARMENTS DEPARTMENT

From the above figures its executed that flow of customer in garment departments is relatively higher than the others departments. To determine the above study we have considered the customers who are spending their money on purchase of products of the above said departments. Its revealed at the time of study that they have 10 cash counters and they are making bills of more than 280 bills per day per counter on the above said days. Value of Stock in the different departments: We have chosen 4 departments from Vishal Mega Mart and estimated the valuation of average stock with the assumption details provided by the branch operation stuffs.

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VALUE OF THE STOCK

DEPARTMENT GARMENTS DEPARTMENT GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT (Rs) 10340000 250000 75000 200000

Value of the stock in the Garments Departments:

Value of Stock
525000

Garm ent Deapartm ent others departm ent

10340000

The garment section is divided into Men, women and kids section. The value of the stock in the garments department is relatively much higher than the others departments. The value of stock in winter season jumps to 18 to 20 crore and its 3times higher than others season as normally they are maintaining a stock of 6 crore in the others time.

Value of the stock of the others departments:

Value of the Stock in Others Department
300000 250000 200000 150000 100000 50000 0 GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT

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The value of the stock of the others departments are relatively lower than garments departments. The stock maintained in the gifts section, basically maintained for the high and medium level income customers. In the cards department the stock increases at the time of Christmas an New year eve as its a seasonal business according to the Vishal Mega Mart. Music department is consisting of Music, movie and game CD & DVDs. Its found that the stock of game CD & DVDs is higher than the others.

Revenue generated by the different departments: To find out the profitability drivers we have compared the revenue generated by different departments on the basis of 2004-05 to 2011-12. For this study we have considered average revenue of a high customer flow day by the all income level customers. DEPARTMENT
GARMENTS DEPARTMENT GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT

2004-05
50000 5000 2000 1800

2011-12
180000 10000 1800 5000

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TOTAL

58800

196800

REVENUE PER DEPARTMENT 200000 150000 100000 50000 0 50000 10000 20001800 5000 GARMENTS GIFTS CARDS 18005000 MUSIC TOTAL 2004-05 2011-12 180000 196800

58800

DEPARTMENT DEPARTMENTDEPARTMENTDEPARTMENT

From the above study its revealed that at the time of inception of the organized retail in India in the year of 2004-05, only the high grade and upper medium grade income level customers were tends to go to the retails. So the maximum portion of revenues generated from these two groups only. In the case of garments, gifts and music departments as the stock is increased, the revenue is also increased with the market demand study of the year of 2004-05 to 2011-12. and also its seen that the product category in the gifts and music department is relatively changing with the increasing demand of new innovated products. A measurable changes found in the cards department is that the revenues as well as the stock is decreasing day by day because of changing customer preferences towards information technology enabled services like SMS, MMS & E-mails.

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FACTS AND FINDINGS

From the above analysis its found that the average customers in the all departments are the Middle Grade income level customers as Vishal is mainly focusing in this segment of customers.

Garment Department
Overview: Product lines and the quality of the products in the Garment Section are basically for the medium and average grade income level people and price range in this section is averagely lies between Rs.250 to 600.

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Findings: In the garment section we have found that products categories are not focusing the high grade income level customers as the brand consciousness not presents in the floors. The high grade income level people are very conscious about the brand that they are using. Basically they are very conscious about the brand rather than the quality which isnt present in this department. Suggestions: Vishal is strategically targeting the middle class customer but there is also a rash of high grade income level customers in their stores. They should focus on this aspect that they can turn this mob into potential customer by introducing a various range of high class products in the garment department.

Gifts Department
Overview: Product lines and the quality of the products in the Gifts Section are basically for the high and medium grade income level people and price range in this section is averagely lies between Rs.500 to 800.

Findings: In the gifts section we have found that stock of gift items is very low and also products categories are not focusing to low grade income level customers and the gifts department is referred to high class products. Suggestions: They should focus on this aspect by introducing more stocks and also a lower price range products in the gifts section so that they can also generate revenue from lower grade income level customers.

Music Department
Overview:

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Music section consist of Music CDs, Game CDs & DVDs and also Movie DVDs. Product lines and the quality of the products in the Music Section are basically for the high and medium grade income level people and price range in this section is averagely lies between Rs.150 to 500. Findings: In the Music section we have found that they are mainly focusing on the Game CDs and DVDs and also the price range is also high. Again the collection of game cd and dvds is considerable but in the case of Indian Music CDs the stock level is not also upto the customers satisfactory level. Suggestions: Vishal should concentrate on that the music industry is passing through a high competitive market with piracy world so the price range should be such as the customer feel free to buy original cds. Another point is that there should be a balance between the stock of their product lines in the music department.

Cards Department
Overview: In the Indian scenario cards are not very popular and a seasonal business according to the floor managers and management of the store. Also the demand is decreasing day by day with the increase of ITES. Findings: In Vishals prospect we have found that its a seasonal business and they only give an emphasized focus at the time of Christmas Day and New Year. Also the high grade income level people tends to go specialized cards stores so only a few numbers of middle and average income level customers who come to others departments sometimes seek for the cards. 36

Suggestions: Though the demand of cards decreasing day by day but there are also some others events rather than the 25th & and 31st eve. So a step can be taken by introducing low range of cards attached with the gifts section to greet the wishes all the time.

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BIG BAZAAR

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker. Headquartered in Mumbai (Bombay), the company operates over 8 million square feet of retail space, has over 475 stores across 40 cities in India and employs over 18,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, 38

touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and 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, Bazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.

ANALYSIS OF THE STUDY

Types of Customer: In the Indian Retail Scenario Big Bazaar has a great success to create a revaluation. Basically they have differentiated their customers on the basis of needs of customers rather than their income level. Later on we will analyze these aspects. Here we are analyzing which income level of customers are generally tend to purchase the products in Big Bazaar department wise:

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PERCENTAGE OF CUSTOMER FLOWS DEPARTMENT WISE GARMENT GIFTS MUSIC TYPES OF CUSTOMER SECTION SECTION SECTION HIGH GRADE INCOME LEVEL 10% 15% 50% MEDIUM GRADE INCOME LEVEL 50% 55% 40% AVERAGE GDARE INCOME LEVEL 40% 30% 10%

CARDS SECTION 7% 53% 40%

TYPES OF CUSTOMER DEPARTMENT WISE

100% 80% 60% 40% 20% 0% AVERAGE GDARE INCOME LEVEL MEDIUM GRADE INCOME LEVEL HIGH GRADE INCOME LEVEL

GARMENT SECTION

GIFTS SECTION

MUSIC SECTION

CARDS SECTION

From the above details its found that the in the Garment section they are targeting the middle and average level of customers. They are not promoting any major brands and they have their own brand towards the major brands in garments industry. Flow of high level of customers in music section is better than the others departments. Generally upper medium and medium class and also a good percentage of average income level customer visits their all departments. Flow of customers in different departments: Here we have analyzed the flow of customers per day basis. For this reason we have studied customer flows on an average of high customer flow days.
INTER-DEPARTM ENT CUSTO MER FLOW Inter-Department Customer Flow

CARDS DEPARTMENT

DEPARTMENT GARMENTS DEPARTMENT GIFTS DEPARTMENT MUSIC DEPART MENT CARDS DEPARTMENT MUSIC DEPARTMENT
GIFT D S EPARTMENT

Number of Customer 1600 600 250 800

GARMENTS DEPARTMENT 0 200 400 600 800 1000 1200 1400

40
1600

With the study of customer flow in Big Bazaar on an average of high customer flow day we came to know that its basically lies between 2000-2500 customers per day. Here we are taking the customers who are generating revenues for these departments. From the above figures its executed that flow of customer in garment departments is relatively higher than the others departments. One significant difference is noted from the others retail is that they have placed their music department at the front of cash counters and introduced low range of music cds and game dvds for the all category customers which increased customer the flow in the music department.

Value of Stock in the different departments: We have chosen 4 departments from Vishal Mega Mart and estimated the valuation of average stock with the assumption details provided by the branch operation stuffs. VALUE OF THE STOCK
DEPARTMENT GARMENTS DEPARTMENT GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT (Rs) 163000000 7500000 150000 580000

Value of the stock in the Garments Department:

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8230000

163000000

Garment Deapartment

others department

The garment section is divided into Men, women and kids section. They have also a discount section only for the garments. In this section they are selling the old or rejected stocks of major brands at a 40-50 percent discount rate. The value of stock in garment is being overflowed at the time of winter season. Winter garments are costlier than the others seasons and tends to double the value of stock. Normally they are maintain a stock value of 16.3 to 17 crore value of stock bus it increase at the time winter to more than 40 crore.

Value of the stock of the others departments:

VALUE OF STOCK IN THE OTHERS DEPARTMEN TS
7500000 8000000 6000000 4000000 2000000 0 1 CAR S D D EPAR TMEN T MUSIC D EPAR TMEN T 150000 580000

G IFTS D EPAR TMEN T

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In some big retails its seen that they are including some cookery, home furnishings and life style products in their gifts section. Big bazaar is maintaining a low stock but more product categories in their gifts section and generating remarkable revenue from this. Stock of music department is overflowed with low price products. Their stock have a potential to earn revenue from all categories as prices of products in this department lies between Rs. 30 to Rs.400 approximately.

Revenue generated by the different departments: To find out the profitability drivers we have compared the revenue generated by different departments on the basis of 2004-05 to 2011-12. For this study we have considered average revenue of a high customer flow day by the all income level customers. REVENUE PER DEPARTMENT
GARMENTS DEPARTMENT GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT TOTAL

2004-05
90000 42000 2000 19000 153000

2011-12
300000 180000 1800 40000 521800

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COMPARISON OF REVENUE PER DEPARTMENT

600000 500000 400000 300000 200000 100000 0 GARMENTS DEPARTMENT GIFTS DEPARTMENT CARDS DEPARTMENT MUSIC DEPARTMENT TOTAL 2004-05 2011-12

From the above study its revealed that at the time of inception of the organized retail in India in the year of 2004-05, only the high grade and upper medium grade income level customers were tends to go to the retails. So the maximum portion of revenues generated from these two groups only in the year of 2004-05. The change in revenue of garment department and in gifts department from the year 2004-05 to 2011-12 is significant because Big Bazaar is shifted products towards the own manufactured brands and they became successful to establish their own brands in the garment retail industry. A measurable changes found in the cards department is that the revenues as well as the stock is decreasing day by day because of changing customer preferences towards information technology enabled services like SMS, MMS & E-mails.

FACTS AND FINDINGS

From the above analysis its found that the average customers in the all departments are the all income level people in Big Bazaar. Meanwhile their main customer base is upper middle, middle and average level income level customers.

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Garment Department
Overview: In Garment department the products are mainly their own brands an price ranges lies between Rs.99 to Rs.800 averagely which is very reasonable for the middle class, average and also low level income group peoples. The stock in this section is fair to satisfy its customer needs and attracts window shoppers to become a potential customer. Findings: The main facts that we have found in the garment section is that Big Bazaar mainly focusing on the low range of products with their own brands. All the times they are giving special discounts on all the garments products. They have adopted tricks like Buy 2 get 3, Buy 3 get 5 which looks like as if you buy 2 will get more 3 but the actual fact is that if you buy 2 products will get 1 free as total you will get 3. Its a very strategic and attractive offer specially adopted by Big Bazaar. They have also a section named LOOT MART in the garments department. In this section they are selling the branded high-class garments at a high discount rate of 50 to 60 percent.

Suggestions: After discussing all the profit factors it can be suggest that as they have a good high income level customer flow in the others departments like in the furniture and grocery department they can introduce a wider range of branded products in the garment section as this income is conscious about the brand that they are using.

Gifts Department
Overview: Gifts department is consisting of various product categories from home furnishing products to personal using products. According to Big Bazaar now a days no one can define which 45

section should be referred as a gifts section. Customer preference is changing day by day with the increased product categories. Findings: In Big Bazaar we have found that they are also referring home furnishing products, personal care and low range electronic products as gift products and basically it depends on the customers need and choice. The whole gift section is able to satisfy the all level of income groups as they have a large collection of product categories but with a limited stock of same products. A noted strategy is taken in the gifts department is that they are selling a large varieties of products with a limited stock which helps them to implement a good stock turnover ratio and generating good revenue from this department. Suggestions: Big Bazaar can focus on the stocks of the gifts though the stock of varieties is remarkable but within the same category the stock is not appreciatable.

Music Department
Overview: Music section consist of Music CDs, Game CD & DVDs and also Movie DVDs. Findings: Big Bazaar has introduced very low range CD & DVDs like Meyerbeer music and movie CD-DVDs and price range lies in between Rs.30 to 100. Basically they are gaining a competitive business at the age of piracy products in this industry. Also they have a very good collection in games CD-DVDs category at a low price range of Rs.100 to 200 whereas if anyone go to the open market the average price range is Rs.300 to 400 for the copyright product.

46

Suggestions: In the music its found that the collection of movie CDs and educational CDs is low than the music and games CDs. They are emphasizing on the low price mp3 and game CDs where as there is also a demand for educational and movies CD-DVDs.

Cards Department
Overview: In the Indian scenario cards are not very popular and a seasonal business according to the floor managers and management of the store. Also the demand is decreasing day by day with the increase of information technology enable services. Findings: We have found that its a seasonal business and they only give focus at the time of Christmas Day and New Year. Also the high grade income level people tends to go specialized cards stores so only a few numbers of middle and average income level customers who come to others departments sometimes seek for the cards.

Suggestions: Though the demand of cards decreasing day by day but there are also some others events rather than the 25th & and 31st eve. So a step can be taken by introducing low range of cards attached with the gifts section to greet the wishes all the time.

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48

LIFESTYLE

Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai based retail chain. With over 30 years experience in retailing, the Group has become one of the foremost retailers in the Gulf.

49

Positioned as a trendy, youthful and vibrant brand that offers customers a wide variety of merchandise at an exceptional value for money, Lifestyle India began operations in 1999 with its first store in Chennai. Currently there are 14 Lifestyle stores, 7 Home Centre stores and 1 Baby Shop store across Ahmedabad, Bangalore, Chennai, Hyderabad, Jaipur, Mumbai, Pune, New Delhi, Noida and Gurgaon. Today Lifestyle offers a truly international shopping experience, a fact borne by numerous accolades. Business World IMRB Most Respected Company Awards survey rated Lifestyle as the Most Respected Company in the Retail Sector in 2003 and 2004

ICICI KSA Technopak Award for Retail Excellence in 2005 Reid & Taylor Retailer of the Year award in 2006 Lycra Images Fashion Award for the Most Admired Large Format Retailer of the Year in 2006

Images Retail Most Admired Retailer of the Year Department Store in 2008.

ANALYSIS OF THE STUDY

Types of Customer: Lifestyle International is a major player in the Indian organized retail industry. The have a good customer base in the high class level income group. Mainly they focusing on the Men-Women-Kids Apparel, gifts and also in the home furnishing products. They dont have any music, cards or cookery departments. TYPES OF TARGET CUSTOMER
HIGH GRADE INCOME LEVEL MEDIUM GRADE INCOME LEVEL 75% 20%

50

AVERAGE GDARE INCOME LEVEL

5%

CUSTOMER FLOWS DEPARTMENT WISE

100% 80% 60% 40% 20% 0% GARMENT SECTION GIFTS SECTION AVERAGE GDARE INCOME LEVEL MEDIUM GRADE INCOME LEVEL HIGH GRADE INCOME LEVEL

From the above analysis its revealed that though a very few numbers of low grade income level customers are visiting the garment section but in the gifts section we have found that the products are unreachable for the average level income groups. Flow of customers in different departments: Here we have analyzed the flow of customers per day basis. For this reason we have studied customer flows on an average of high customer flow days. Inter-Department Customer Flow
DEPARTMENT GARMENTS DEPARTMENT GIFTS DEPARTMENT Number of Customer 1100 600

Inter-department Customer Flow

600

GIFTS DEPARTMENT

GARMENTS DEPARTMENT

1100

200

400

600 Number of Customer

800

1000

1200

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In lifestyle we have found that the average customer flow lies between 1200 to 1500 on an average high customer flow day. The main products categories in Lifestyle basically the garments and home furnishing products related to gifts items. We have found that in the case of garments department customer flow is 1100 per day basis and in the case of gifts departments its 500 to 600 per day basis. Its noted that the gifts department consists of exclusive products.

Value of Stock in the different departments: VALUE OF THE STOCK

DEPARTMENT GARMENTS DEPARTMENT GIFTS DEPARTMENT (Rs) 760000000 50500000

VA LUE OF STOCK

50500000

760000000

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GARMENTS DEPARTMENT GIFTS DEPARTMENT

The garment section is divided into Men, women and kids section as well as lifestyle accessories and shoe wears. They have all the major brands like Blackberry, Louis Phillips, Lee Coopers, Van Hausen, Parx, Lee for in the men category, Melanga, Code, Ginger in the women category and for the kids section they have Orchestra, Juniors, Teeny Tiny, Artex etc. The garments section includes: 1. Watch section for the brands like Fast track, Zodiac, Hugo-boss, Nautica, Marie Claire, Casio, Guess, GC, Kenneth Cole, Aspen, Skagen, Levis, Adidas etc. 2. Sunglass section for the brands like Ferrari, Mojo, Mont blanc, Scott,, Guess etc. brands like Bossini, Benetton,

3. Fashion accessories for the brands like Tribal Zone, Sarah, Fire Fly, Adrika, Earrings, Necklace, Bracelet, Anklet, Bangles, Hair Clips, Bra Straps, Scrunges, Mens Jewelry, Kids Fashion. All these product ranges are exclusively for the High grade income level customers. The gifts section is consisting of high class home furnishings and personal grooming products. They are introducing it by the name of Home Centre. Its a one-stop destination for furniture, home ware and home furnishings that enterprises elegance, luxury and individuality. Home Centre houses a wide range of contemporary and classic furniture, linen as well as other home accessories, thus providing customers a high range products. Revenue generated by the different departments:

REVENUE PER DEPARTMENT

GARMENTS DEPARTMENT

In 2011-12(Rs.)
4000000

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GIFTS DEPARTMENT TOTAL

1000000 5000000

Revenue in 2011-12 Department

5000000 4000000 3000000 2000000 1000000 0 GARMENTS DEPARTMENT GIFTS DEPARTMENT TOTAL

The average revenue earned per customer basis is more Rs.6000. Comparison of revenue generated by the each departments is taken into consideration on an average of high customer flow days.

FACTS AND FINDINGS

From the above analysis its found that the average customers in the all departments are basically high grade income level customers. All the products ranges in the both departments significantly refer to premium customers.

Garment Department
Overview: In Garment department the products are mainly the major international readymade brands and price ranges lies between Rs.800 to Rs.2000 averagely which is meant for a few Indians customers.

54

Findings: The products exclusively for a certain income level customers. Maximum products are unreachable for the medium and average income level peoples. Whatever the stock is quite efficient to satisfy their potential customers. Suggestions: They are focusing a very few Indian customers and the most of the Indian consumers cant afford this price ranges. So if they want to increase their market share in the Indian retail Industry they should introduce such product ranges also which can be affordable for the medium level income groups and the main customer in the retail industry lies within it.

Gifts Department
Overview: Gifts department is consisting of various product categories from home furnishing products to personal grooming products. Findings: In the Lifestyle we have found a wider range of glass made and metal products which are exclusive and also the quality isnt up to the price levels. Whatever, the stock is sufficient to satisfy its customers but the price range is found very high as a gift product in this department. Suggestions: Again the Indian retail industry is targeting the medium level income group people as its increasing day by day but the products in the Lifestyle store is meant only for the high class consumers which is very low in population in India. Also an important point is noted that

55

though the volume is sufficient but the varieties in product categories as a gift arent sufficient.

COMPARITIVE ANALYSIS OF THE STORES

On the basis of customer flows: We have considered the average of the high customer flow days.

Flow of Customer per Day

Store Name Vishal Mega Mart Life Style Big Bazaar No. of Customer 1600 1200 2300

Custom er Flow per Day

2500 2000 Number of 1500 Customer 1000 500 0 Vishal Mega Mart Life Style Big Bazaar

No. of Customer

Name of the Store

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Vishal Mega Mart: From the study its revealed that the average customer flow is medium grade income level customers and average grade income level customers. Life Style: The customer flows in this store is basically refers to the high and upper medium income level customers. Big Bazaar: They are focusing on the all income level customers but it depends on the departments wise also.

On the basis of stock value:

Comparison of stock value

Store Name Vishal Mega Mart Life Style Big Bazaar Garments Dept 65000000 735000000 163000000 Gifts Dept 250000 55000000 7500000 Cards Dept 77500 150000 Music Dept 175000 575000

Garments Department:
The value of stock depends on the season. At the time of winter season it increases up to 2 to 3times than the other seasons as the price of winter garments is relatively higher than springs-summer collection.
Garments Dept

800000000 700000000 600000000 500000000 400000000 300000000 200000000 100000000 0 Vishal Mega Mart Life Style Big Bazaar Garments Dept

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Vishal Mega Mart: The product in the garment section isnt exclusive and meant for the medium to average grade income level customers. Also they arent focusing on major brands in the garment industry. All the products are unbranded and semi branded and dont attracts the high grade level income groups. However brand consciousness not present but the stock volume is able to met customer satisfaction.

Life Style: All the major brand players are maintaining their stocks in garments section as their main focus is on the Apparel products. Product ranges is very high and meant for the high class consumers. A high brand consciousness helping them to generate remarkable revenue with a high stock turnover ratio and smiling face of customers. Big Bazaar: They have their own brands in the garments department with a reasonable price for the upper medium, medium and average class income groups. Though brand conscious people will think at the time purchasing but customer are satisfied with the stock and as well as quality related to price.

Gifts Dept

Gifts Department:
60000000 50000000 40000000 30000000 20000000 10000000 0 Vishal Mega Mart Life Style Big Bazaar Gifts Dept

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Vishal Mega Mart: They are not focusing on the gifts stock for the result customer flow and revenue from this section is very low and no point is gaining for the customer satisfactory level.

Life Style: A very large investment in the gifts section is found at the time of study. They are basically emphasizing on introduction of personal grooming products and home furnishing products in the gifts section. This department is solely for the upper class consumers and customer satisfactory level is remarkable. Big Bazaar: A wider range of products is found in gifts section for the all income level people. Though the variety in the product categories is high but the volume of stock in the same product is low. However customers are happy with the large number of collection of gifts items.

Cards Department:
Cards Dept

160000 140000 120000 100000 80000 60000 40000 20000 0 Vishal Mega Mart Life Style Big Bazaar Cards Dept

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Vishal Mega Mart: Stock in this department is taken care as relatively low and its considered as a seasonal business. Big Bazaar: Stock in this department is taken care as relatively low and its considered as a seasonal business.

Music Department:
Music D ept

600000 500000 400000 300000 200000 100000 0 Vishal Mega Mart Life Style Big Bazaar Music Dept

Vishal Mega Mart: Music department is consisting of music, movies and games CDDVDs. The stock of game CD-DVDs is higher than the others and price range is relatively not for the medium and average income groups though they are focusing on this income group only and a result they failed to satisfy their customer needs.

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Big Bazaar: Their music department is also consisting of music, movies and games CDDVDs and they have maintained a good balance between the stock level in all the categories. And also a remarkable change is noted that they selling very low range products within this copyright product categories. They customer satisfaction level is high with the fulfillment of their needs.

On the basis of revenue:

Comparison of Revenues
Store Name Vishal Mega Mart Life Style Big Bazaar 2004-05(Rs.) 58500 ----------160500 Comparison of Revenues
5000000 4000000 3000000 2000000 1000000 0 2004-05(Rs.) 2011-12(Rs.)

2011-12(Rs.) 196800 5000000 481500

Vishal Mega Mart

Life Style

Big Bazaar

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IN 2004-05: At the time of sunrise of organized retail industry in India, the scenario was not been like present days. At that time it was a very new concept of marketing for the Indian consumers. Only the high class level and a few upper medium class income group customers were visiting to those retail markets. The perception of middle and lower class peoples was that these stores had over-valued their products and to some extent it was right also. IN 2011-12: Now a days shopping in the retail stores is a very common things. Peoples are habituated to go into the retails in the weekends. Day by day the organized retailers are becoming stronger to attract customers. Hyper- markets like Vishal mega mart, Big Bazaar, Home town have the stock to fulfill all the needs of customers from alpine to elephant. On the basis of Revenue per customer: For the study of revenue per customer, we have taken the contribution of total customer flow on the total revenue of the stores on an average of high customer flow days. Store Name
Vishal Mega Mart Life Style Big Bazaar

Revenue per customer basis 2004-05(Rs)

450 650

2011-12(Rs)
1350 6000 2100

Comparison of Revenue per customer

6000 5000 4000 3000 2000 1000 0 Vishal Mega Mart Life Style Big Bazaar 62 2004-05 2011-12

Vishal Mega Mart: Though the revenue per customer of the Vishal mega Mart increased from 2004-05 to 2011-12 but the revenue per customer is significantly low than others. As their main customer base is medium and average income group customers and also customer flow is low so it generates significantly low revenue per customer. Life Style: The customer flows in this store is basically refers to the high and upper medium income level customers and though their customer flow is lower but their return on investment is high so it helps to earn a high income per customer. Big Bazaar: They are focusing on the all income level customers with a high customer flows per day and have a base of brand consciousness amongst the customer whichs helping them to increase their revenue per customer. Also there is a major contribution of the others departments like grocery and vegetables department towards the per customer revenue.

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LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows: Due to limitation of time only few retail stores are taken into consideration of this study. So the sample of retailers was not enough to generalize the findings of the study. The main source of data for the study was primary data with the help of selfadministered questionnaires. Hence, the chances of unbiased information are less. Concern person from the organized retail stores were hesitant to disclose the true facts as the data related to strategic secrets.

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 The chance of biased response cant be eliminated though all necessary steps were taken to avoid the same.

ASIA PACIFIC INSTITUTE OF MANAGEMENT STUDIES

(This research is done only for the education purpose. There is no financial/competitive motive.)

Questionnaire (General) A. Store name: B. Location of the Store: (i) Mall (ii) General (iii) Densely populated area

C. Which kind of customers generally visit at your store? (i) High grade income level (ii) Medium grade income level (iii) Average grade income level

D. Flow of customer per day in your store: (i) Below 500 (ii) 500 to 1000 (iii) 1000 to 1500

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E. Revenue earned per customer basis: In 2004-05 Rs. In 2011-12 Rs.

F. In which department stock is being taken care comparatively in a lightly way? (i) Garments (v) None of this If not why you are emphasizing on every segment? ___________________________________________________________________ ___________________________________________________________________. (ii) Gift items (iii) Cards (iv) Music

G. Does the brand consciousness of customers divert them to the different departments ? Yes If yes which type of customer? Young Old child Beauty conscious people No

H. Is the Information Technology helping in ROI of the store? Yes No

If yes then which features is/are motivating? ERP Online Adv SAP/Tally Information Security

I. Does the good atmosphere in the store pick the sale up? Yes then why? ________________________________________.

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No

then why? ________________________________________.

(This research is done only for the education purpose. There is no financial/competitive motive.)

Questionnaire (Garment Department) A. Which kind of customers generally visit at your garment section and their flow? (i) High grade income level (ii) Medium grade income level (iii) Average grade income level Flow Flow % Flow % %

B. Revenue generated by Garment section in your store (i) High grade income level: Revenue in 2004-05 Revenue in 2011-12 (ii) Medium grade income level: Revenue in 2004-05 Revenue in 2011-12

67

(iii) Average grade income level:

Revenue in 2004-05 Revenue in 2011-12

C. Value of average stock maintained in Garment section: Rs.

D. Is your stock efficient to revamp the Customer satisfaction in your store? (i) Yes (ii) No

(This research is done only for the education purpose. There is no financial/competitive motive.)

Questionnaire (Gifts Department) A. Which kind of customers generally visit at your Gift section and their flow? (i) High grade income level (ii) Medium grade income level (iii) Average grade income level Flow Flow % Flow % %

B. Revenue generated by Gift section in your store (i) High grade income level: Revenue in 2004-05 Revenue in 2011-12 (ii) Medium grade income level: Revenue in 2004-05 Revenue in 2011-12 68

(iii) Average grade income level:

Revenue in 2004-05 Revenue in 2011-12

C. Value of average stock maintained in Gift section: Rs.

D. Is your stock efficient to revamp the Customer satisfaction in your store? (i) Yes (ii) No

(This research is done only for the education purpose. There is no financial/competitive motive.)

Questionnaire (Music Department) A. Which kind of customers generally visit at your Music section and their flow? (i) High grade income level (ii) Medium grade income level (iii) Average grade income level Flow Flow % Flow % %

B. Revenue generated by Music section in your store (i) High grade income level: Revenue in 2004-05 Revenue in 2011-12 (ii) Medium grade income level: Revenue in 2004-05

69

Revenue in 2011-12 (iii) Average grade income level: Revenue in 2004-05 Revenue in 2011-12

C. Value of average stock maintained in Music section: Rs.

D. Is your stock efficient to revamp the Customer satisfaction in your store? (i) Yes (ii) No

(This research is done only for the education purpose. There is no financial/competitive motive.)

Questionnaire (Cards Department) A. Which kind of customers generally visit at your Cards section and their flow? (i) High grade income level (ii) Medium grade income level (iii) Average grade income level Flow Flow % Flow % %

B. Revenue generated by Cards section in your store (i) High grade income level: Revenue in 2004-05 Revenue in 2011-12 (ii) Medium grade income level: Revenue in 2004-05 Revenue in 2011-12 70

(iii) Average grade income level:

Revenue in 2004-05 Revenue in 2011-12

C. Value of average stock maintained in Card section: Rs.

D. Is your stock efficient to revamp the Customer satisfaction in your store? (i) Yes (ii) No

Questionnaire filled up by : Designation : Age : Working here for : Date & Time : Place : (Be sure that all the details will be kept in safe and will not be disclosed or used on any others purpose)

Thanking for your valuable time and support.

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PHASE-II
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THE GREAT INDIA PLACE

Formats of the stores in the Great India Place:

SRL NO NAME OF THE STORE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 GLOBUS LIFE STYLE BOSSINI METRO SHOES WOODLAND TANABANA BOMBEY SELECTION M & B FOOTWARE NAKSHATRA MARKS & SPENCER LEVIS FLAGSHOP GIOVANI SHOPPERS STOP PANTALOONS INDIGO NATION LILLIPUT WILLS LIFESTYLE KAZO COSTA COFFEE KFC PIZZA HUT ZARDARI DIMENSION

TYPE OF THE STORE

SPECIALITY CHAIN DEPARTMENTAL STORE SHOP SPECIALITY CHAIN SPECIALITY CHAIN SHOP SHOP SPECIALITY CHAIN SPECIALITY CHAIN DEPARTMENTAL STORE SPECIALITY CHAIN SHOP DEPARTMENTAL STORE DEPARTMENTAL STORE SPECIALITY CHAIN SPECIALITY CHAIN DEPARTMENTAL STORE SHOP SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SHOP SHOP 74

GROUND FLOOR

24 25 26 27 28 29 30 31 32 33

KILOL KALPANA SAREES MEENA BAJAR ZODIAC REEBOK BG's ARCHIES WORLD OF TITAN HOME TOWN BIG BAZAAR FIRST FLOOR

SHOP SPECIALITY CHAIN DEPARTMENTAL STORE SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN HYPER MARKET HYPER MARKET

34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62

MONTE CARLO REID & TAYLOR PALL MALL CAF COFFE DAY RAYMOND SAMSONITE SHOPPERS STOP VEN HEAUSEN ADIDAS SPYKAR REEBOK LEE NIKE GLOBUS PUMA MOUSTACHE GILI WORLD BLACKBERRY RITU KUMAR HIMALAYA OPTICAL LACOSTE KODAK EXPRESS 2ND FLOOR ME 'n' MOM CASIO CARLTON LONDON KITTEN SHOES CATMOSS OCTMOSS OCTAVE

SPECIALITY CHAIN SPECIALITY CHAIN SHOP SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN DEPARTMENTAL STORE SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SHOP SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SHOP SHOP SHOP SHOP 75

63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90

MAX LIFESTYLE GKB OPTICAL PEPE JEANS LONDON ODYSSEY BOSE STEPPING STONE VIVID ZEST INDIGO SHAW BROTHERS THIRD FLOOR HOOP BARISTA BOWLING CO YATRA STREET FOOD OF INDIA NIRULA's TANDOORI VILLAGE YO CHINA SAGAR RATNA SANRIO ICE CURE BIG CINEMAS MUSIC LAND MASAKALI MY DOLLER STORE JUMBO ELEVTRONIC STAPLES FIT & ACTIVE GYM

SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SHOP SPECIALITY CHAIN SHOP SHOP SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SPECIALITY CHAIN SHOP SHOP SPECIALITY CHAIN SHOP SHOP SHOP SPECIALITY CHAIN SPECIALITY CHAIN SHOP SPECIALITY CHAIN SHOP SPECIALITY CHAIN SHOP

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77