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A Report on

Studying consumer needs and behavior with respect to retail on

By: Student Name: Name Enrollment No: Batch: I.T.S Logo

Under the Guidance of 1. Faculty Mentors I.T.S- IM 2. Industry Mentors Name Designation

I.T.S- Institute of Management Greater Noida Session:

CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written that has been accepted for the award of any other degree of diploma, except where due acknowledgement has been made in the text.

(Student Name) Enrollment No. Date:

(On Organization Letterhead) Date: . TO WHOMSOEVER IT MAY CONCERN This is to certify that Mr. /Ms. of I.T.S- Institute of Management, Greater Noida PGDM Batch 2011-13 has successfully completed his/ her summer internship under the guidance of Mr./ Ms(Industry Mentors Name) for a duration of ..weeks, from.to, 2012. During his/her tenure with us, we found him/her .. We wish him/ her all the very best for future endeavours.

Signature Name Designation Organization seal

CERTIFICATE

This is to certify that Mr. / Ms. .. PGDM (2011-13 Batch) a student of I.T.S- Institute of Management, Greater Noida has undertaken the project on Project Title. The survey, data collection, & analysis work for preparing the project has been carried out by the student in partial fulfillment of the requirements for the award of PGDM, under my guidance and supervision. I am satisfied with the work of Mr. /Ms. .. Date: Faculty Mentors Name: (Signature)

ACKNOWLEDGEMENT

First of all I thank God for giving me this wonderful opportunity to undertake this research which is a part of my MBA program.

I would like to sincerely thanks Mr. SUGANDH SRIVASTAV for giving me the wonderful opportunity to work under his able guidance and support throughout my research.

I also thank persons working at Spencers corporate office and retail stores for giving me their valuable time and vital information which forms a part of this report.

I would also like to thank my colleagues for rendering their help to me in this research. Last but not the least, I thank my parents for their prayers, help and advice which helped me a lot to complete this project report.

MOHAMMAD ATIF

ACKNOWLEDGEMENT

First of all I thank God for giving me this wonderful opportunity to undertake this research which is a part of my MBA program.

I would like to sincerely thanks Mr. SUGANDH SRIVASTAV for giving me the wonderful opportunity to work under his able guidance and support throughout my research.

I also thank persons working at Spencers corporate office and retail stores for giving me their valuable time and vital information which forms a part of this report.

I would also like to thank my colleagues for rendering their help to me in this research. Last but not the least, I thank my parents for their prayers, help and advice which helped me a lot to complete this project report.

MOHAMMAD ATIF

EXECUTIVE SUMMARY
I had undergone training in the Marketing Department. My project title was Studying consumer needs and behavior with respect to retail stores in Lucknow.

The objective of my project was to understand and analyze the work of the Marketing Department and customer need with respect to retail stores. Initially I was told to gather information about Spencers retail. After that I started gathering data regarding customer needs and behavior, etc. In this we find out what customer is demanded and what he received.

After getting an idea about the concept I prepared a questionnaire consisting of 6 questions from various categories such as FMCG product, staples & F&V etc.

I worked under the mentorship of Mr.SUGANDH SRIVASTAVA. He helped me throughout my training period and provided me all necessary guidelines and instructions. Later on some new trainees also joined and I was asked to take the lead and explain the work to them. I prepared feedback questionnaire for the same as a part of my research methodology.

LIST OF THE CONTENT

Part- I

1. Company Profile

2. SWOT Analysis

Part- II

3. Introduction to the Project.

4. Objective of the Study

5. Research Methodology:

Types of Research.

What is R.M

6. Findings: Data Analysis Interpretation Limitations 94

78 80

101

7. Conclusion and Recommendations.

8. Bibliography

9. Appendix

Questionnaire

INTRODUCTION A. DISCUSSION OF THE THOERY

PROJECT OBJECTIVE
This project intends to study the Comparative Analysis of Spencers with other retail players in Lucknow. This project explicates the various aspects like the perceived and expected levels of satisfaction of the consumers, factors affecting their choices and the factors which the Reliance Retail should take cognizance of in the course of establishing their business. The project is divided into two parts. The objectives for the first part of the project are:

To find out the consumer buying behavior about the modern retail stores. To find out the expected values and preferences of the consumers from the retail shoppers. To gauge consumers perception about frozen and packaged food and milk. To find the existing competitors of Reliance retail.

The objectives of the second part of the project are: To find out the benefits that the shopkeepers intend to provide to their customers. To find the type of products they deal with. To find the income group of the customers visiting their shop.

RESEARCH

Research is a systematized effort to gain new knowledge. -Redman & Mory

Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge.

-Advanced Learners Dictionary of Current English

Research is the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art. -D.Slesinge & M. Stephenson

DESCRIPTIVE RESEARCH

Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present.

In social science and business research we quite often use the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

Most Ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, or similar data.

The methods of research utilized in descriptive research are survey methods of all kinds, including comparative and co relational methods.

METHODS OF DATA COLLECTION Survey


Statistical surveys are used to collect quantitative information about items in a population. A survey may focus on opinions or factual information depending on its purpose. .

Questionnaires
Questionnaires are a popular means of collecting data, but are difficult to design and often require many rewrites before an acceptable questionnaire is produced.

Questions

Keep the questions short, simple and to the point

Use words and that are and familiar to the respondent.

Hypothetical questions should be avoided.

Avoid loaded questions that imply a certain answer.

Vacuous words or phrases should be avoided.

Interviews
Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons and motivations for peoples attitudes, preferences or behavior. Interviews can be undertaken on a personal one-to-one basis or in a group. They can be conducted at work, at home, in a shopping centre, or some other agreed location.

Personal interview Planning an interview:

List the areas in which you require information.

Decide on type of interview.

Transform areas into actual questions.

Make an appointment with respondent(s) discussing details of why and how long.

Try and fix a venue and time when you will not be disturbed.

METHODOLOGY

The survey is based on interviewing grocery store consumers at various Catchments areas in Lucknow were selected based on number of households & income groups in the catchments. The data is collected using a random sample of consumers. The data and information is collected from selected catchments. Consumers who have significant knowledge of the topic were identified and selected at random for questioning. As per Questionnaire, interviews were conducted face to face on exit from grocery stores to capture the attitude and experience of consumers who had just purchased grocery items. The choice of face-to-face interview is to get high response rate and reduce the response bias. Both Qualitative & Quantitative Data analysis is done in order to get deeper insights into the consumer behavior and store loyalty for local grocery stores.

Research ethics Secondary data sources Qualitative methods Quantitative methods Research methodology textbooks The Internet as a medium for research