COMPREHENSIVE STUDY ON

SPENCER’S HYPER STORE

(RASHBEHARI)

OINDRI CHAKRABORTY

PGPM 8

ENROLMENT NO. - 010108034

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ACKNOWLEDGEMENT

I express my gratitude to those who generously helped and encouraged me in carrying out this project with their knowledge and expertise.

I am indebted to Mr. Siddharth Chakraborty, (Marketing Head, Kolkata) for giving me the opportunity to do my ON JOB TRAINING in this esteemed organization, and constantly guiding me by providing the necessary inputs and helping me at every juncture through the Project.

I convey my special thanks to the Store Manager Ms. Sharmila who has spared her valuable time and guided me throughout the training process. She has provided me an enlightened perspective and a friendly environment to work in.

I am also thankful to some of the employees of the organization, especially to the Marketing Officer of Rashbehari Store, Mr. Amitava Kabasi, for his kind cooperation in providing me with the required materials needed for the said project.

I express my gratitude to Prof. Supriyo Chatterji & Prof. Debraj Datta, Globsyn Business School, Kolkata, for their extended cooperation throughout the training process whose practical knowledge and experience has helped me in understanding the research principles and relating it in the practical field & for assisting me whenever I faced problems.

Oindri Chakraborty

Approval of the guide/supervisor

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As per approval of the company guide Mr. Siddharth Chakraborty I was assigned with the project in Spencer’s Retail, under whose guidance & supervision I have prepared this project.

And as per approval of our institute mentor Prof. Supriyo Chatterji and Mr.Debraj Datta, I was assigned to do my project with Spencer’s Retail.

DECLARATION

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I hereby declare that the project titled “Comprehensive Analysis of Spencer’s Hyper Store” submitted for

partial fulfillment for the Post Graduate Program In Management at Globsyn Business School, Kolkata is a

genuine work undertaken by me,that it has not been published anywhere else, is true to the best of my

knowledge & belief ,based on the Market survey conducted by me.

Oindri Chakraborty

(Enrolment No. 010108034)

Globsyn Business School

CONTENTS PAGE NO.

INTRODUCTION ………………………………………………………………………………………… 7

EXECUTIVE SUMMARY………………………………………………………………………… 7

RETAIL IN INDIA……………………………………………………………………………………… 8

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COMPANY PROFILE……………………………………………………………………………………… 10

SPENCER’S RETAIL………………………………………………………………………………… 10

PROJECTS………………………………………………………………………………………………………… 12

ATR ANALYSIS………………………………………………………………………………………… 12

SURVEY FOR GARMENTS SECTION…………………………………………………… 12

FEMALE CUSTOMER PROFILING………………………………………………………… 12

ATR ANALYSIS……………………………………………………………………………………………… 13

BRIEFING………………………………………………………………………………………………… 13

QUESTIONNAIRE…………………………………………………………………………………… 14

FINDINGS & ANALYSIS………………………………………………………………………… 17

SPECIAL OBSERVATIONS & RECOMMENDATION………………………… 21

SURVEY FOR GARMENTS SECTION……………………………………………………… 22

BRIEFING………………………………………………………………………………………………… 22

QUESTIONNAIRE…………………………………………………………………………………… 23

FINDINGS & ANALYSIS……………………………………………………………………… 24

SUGGESTIONS & RECOMMENDATION…………………………………………… 27

FEMALE CUSTOMER PROFILING…………………………………………………………… 28

BRIEFING………………………………………………………………………………………………… 28

QUESTIONNAIRE…………………………………………………………………………………… 29

FINDINGS & ANALYSIS………………………………………………………………………… 29

OTHER SIGNIFICANT ISSUES…………………………………………………………………… 31

RECOMMENDATION…………………………………………………………………………… 34

BIBLIOGRAPHY …………………………………………………………………………………………… 36

LIST OF FIGURES AND GRAPHS

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FIGURES/GRAPHS PAGE

ATR- Sample, SEC grid & Awareness…………………………………17

Mode of communication, Reasons for not trying, &

No. of respondents who tried……………………………………..18

Frequency of visit (Monthly), Preferences of Stores

Ratings……………………………………………………………..19

Counts on how many have visited south city Spencer’s…………..20

Garments Survey-Gender, Awareness, Trial……………………………… 24

Ratings in terms of Quality, Variety, Price,

Promotions & offers, Latest in fashion ………………………….…25

Female customer profiling- Tables…………………………………….……29

Age Groups, Educational Qualifications, Marital status

Occupation, Monthly Income Slab………………………………….30

Other significant issues- Anomalies in the store…………………….……. 32-35

EXECUTIVE SUMMARY

Project Title : “Comprehensive Survey”

Area of Working : Kolkata

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Name of Organization : Spencer’s Retail, Kolkata

Duration : 01-04-2010 to 10-06-2010

Study done by : Oindri Chakraborty, Globsyn Business School

Project Conducted : 1. ATR (Awareness, Trial, Repeat) Analysis of the catchment area of the

Rashbehari Hyper Store2. Survey conducted to understand the awareness for the garment section of the

same store3. Female customer profiling

INTRODUCTION

Retail Scenario in India

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, it is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail

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industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30% annually. The Indian retail industry grew from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the end of year 2010

Growth of Indian Retail

According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail industry is the most promising emerging market for investment. In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by 2010.According to a report by Northbride Capita, the India retail industry is expected to grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total retail market.

Retail formats in India

Hyper marts/supermarkets: large self-servicing outlets offering products from a variety of categories.

Mom-and-pop stores: they are family owned business catering to small sections; they are individually handled retail outlets and have a personal touch.

Departmental stores: are general retail merchandisers offering quality products and services.

Convenience stores: are located in residential areas with slightly higher prices goods due to the convenience offered.

Shopping malls: the biggest form of retail in India, malls offers customers a mix of all types of products and services including entertainment and food under a single roof.

E-trailers: are retailers providing online buying and selling of products and services.

Discount stores: these are factory outlets that give discount on the MRP.

Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other small items can be bought via vending machine.

Category killers: small specialty stores that offer a variety of categories. They are known as category killers as they focus on specific categories, such as electronics and sporting goods. This is also known as Multi Brand Outlets or MBO's.

Specialty stores: are retail chains dealing in specific categories and provide deep assortment. Mumbai's Crossword Book Store and RPG's Music World are a couple of examples.

Challenges facing Indian retail industry

The tax structure in India favors small retail business

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Lack of adequate infrastructure facilities

High cost of real estate

Dissimilarity in consumer groups

Restrictions in Foreign Direct Investment

Shortage of retail study options

Shortage of trained manpower

Low retail management skill

The Future

The retail industry in India is currently growing at a great pace and is expected to go up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018 at a CAGR of 10%. As the country has got a high growth rates, the consumer spending has also gone up and is also expected to go up further in the future. In the last four year, the consumer spending in India climbed up to 75%. As a result, the India retail industry is expected to grow further in the future days. By the year 2013, the organized sector is also expected to grow at a CAGR of 40%.

COMPANY PROFILE

Spencer’s Retail

Since 1863, Spencer’s has been a part of the Indian retail landscape. At one time, the Spencer’s Empire stretched from Peshawar to Cochin, from Karachi to Chittagong, spanning the length and width of undivided

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India. Originally owned by a British gentleman (John William Spencer) it acquired Indian ownership in the 1960s, and became part of the RPG Group in 1989.

In 1995, RPG Enterprises, the flagship company of the RPG Group, launched “Food world” as a joint venture with Hong-Kong based Dairy Farm International. The joint venture, which operated supermarkets under the name “Food world” and hypermarkets under the name “Giant”, was terminated in 2006. RPG retained 48 of the 93 stores it owned. These were re-furbished and their launch under the brand name, Spencer’s, kicked off a new phase in both the history of the Spencer’s brand, and the retail in India.Since inception Spencer’s has been a consumer-centric brand, constantly innovating, pioneering formats, evolving over time but always keeping consumer needs and satisfaction center-stage. Back in 1920, it was the first grocery chain in India. In 1980, it became the first supermarket chain, and in 2001, it introduced India to the joys of hypermarket shopping.

Brand positioning – “Taste the World”

Spencer’s embodies this unique approach, promising consumers a fun-filled shopping environment with the best that the world has to offer in terms of interiors, ambience and merchandise.

The following characteristics distinguish the Spencer’s brand and create memorable 360° shopping experiences for consumers:

• Products – It offers the widest range of food and lifestyle (fashion, home, entertainment) brands, with a special expertise in food. • Quality – It lays a huge emphasis on all-round quality: in products, stores, service standards, and customer engagement programs. • Heritage – Spencer’s are India’s oldest retailer, with many firsts to its credit. • Multiple Formats – from daily to weekly and specialty shopping, it fulfills every need and provide maximum convenience. • Promotions – It seeks to offer the right products at the right time at the right price, with promotions carefully designed to suit the buying cycle and shopping basket of the consumers. • Brand Imagery – The stores and staff seek to make the customers feel right at home, being international, contemporary, accessible, empathetic and trusted.

Innovations

Throughout its long history (the first ever Spencer’s store opened in 1895), Spencer’s has been a recognized and respected player in the Indian grocery business, synonymous with quality goods and services, trusted by India’s exploding population of the upwardly mobile middle class.

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Spencer’s has continually helped reshape the retail landscape in India, introducing a host of innovations to make shopping even more convenient and enjoyable for the consumer. These include:

Retail Design Initiatives

The Retail Design team helps Spencer’s deliver its brand promise in a way that is sophisticated, but not snobbish. This result in differentiation without alienation of loyal customers or loss of the brand equity acquired over the years.

Central to the retail design strategy is a unique brand position – “Taste the World”, derived from the consumer’s own transition from a price-conscious purchaser to a global-minded, well-travelled citizen of the world, looking out for authentic international flavors and experiences. Spencer’s has consequently evolved from being a preferred grocery retailer to being a passport to a stimulating world. This is evident in:

• Storefront Design – the store entrance resembles that of an entrance arch, leading in the shopper to a world that is welcoming and exciting. • Interior Design – to ensure that shoppers enjoy a warm and friendly ambience, an upscale look and feel, the joy of exploring and the convenience of locating what they want. • Shop fit Design – from chef’s tables to signage aids, the emphasis is on attractive, space- efficient and low-maintenance presentation of modern, international goods alongside local flavors and product experiences. • Innovative Use of Materials, Finishes, and Lighting - from color-corrected lighting warming up the foods and vegetables area, to carefully selected veneers and textures that complement the attractive, color palette of bright orange, white, and Swiss coffee, our store interiors have a fresh, cheerful, and expansive feel.

• Graphics & Signage - shopping at Spencer’s is a visual treat, enhanced by bright orange “Heritage boards” that tell the Spencer’s story, curved signage featuring the signature “Taste the World” tagline, and category-specific color arches suspended over zones and departments to provide visual relief and act as navigational aids.

Originally rolled out at the Spencer’s hypermarket at South City Mall, Kolkata, the new retail design program is being implemented at all stores.

PROJECTS

ATR Analysis

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This study was conducted to understand the level of awareness of the people residing in the catchment area of the Rashbehari hyper store and also to see what aspects they prioritize when it comes to grocery shopping & their purchase behavior.

Survey for the Garment Section

This survey was done to understand the level of awareness of people who come to shop in the Rashbehari store in regards to the garments section inside the store, & to get the feedback from those who have already tried the clothesline available there.

Female Customer Profiling

This study was done to understand and categorize the women who visit the store, throughout its operating time.

ATR ANALISYS

Objective

The main objective of this study was to find out the awareness, trial & repeat purchase behavior of the local people of Rashbehari

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Obtain a general opinion of the respondents in regards to the various aspects that add up to decide their preferences when it comes to making purchase decisions

To assess the overall perception of the respondents in regards to the brand, its schemes, pricing & several similar aspects

Criteria

The respondents should be residents of an area which falls in 5 km radius, taking the store to be the centre point

The respondents should be related in the decision making, or be in the know when it comes to monthly grocery shopping

The earning member should belong to A1,A2,B1 or B2 level of the SEC Grid

Methodology

Type of Research - In this project descriptive research is used.

Data Source - Information has been gathered through primary sources.

Questionnaire Design - For research purpose questionnaire has been designed with close ended questions,

keeping in mind the purpose of the survey.

Area – As per the criteria of the survey, the area within which the survey was conducted was within 5km

radius, considering the store to be the centre point.

Sample Size - The size of the sample is 250 people as per suggested by the company guide.

Survey

The survey was conducted by going door to door to the respondents in their residences. The survey was initiated by checking whether the respondent meets up to the criterions of the survey and then the main questionnaire was filled up to collect the data for the study.

QUESTIONNAIRE

Customer Insight Project

For office use only

Name: …………………………………Page | 13

Address: ……………………..…………………………………………………………………………….

…………………………………………………………………………………………………………......

Telephone:…………………………….Gender…………… Marital Status…………………….…….....

SEC GRID

EDUCATION

CIRCLE SEC CODEIllitera

te

Literate no formal education

School up to 4

yrs

School

5 - 9

yrs

HSC/

SSC

Some

college

but not

Grad

Grad/

Post Grad-

Gen.

Grad/

Post

Grad-

Prof.

OCCUPATIONCODE 1 2 3 4 5 6 7 8

Unskilled Workers 1 E2 E2 E2 E1 D D D D

Skilled Workers 2 E2 E1 E1 D C C B2 B2

Petty traders 3 E2 D D D C C B2 B2

Shop owners 4 D D D C B2 B1 A2 A2

Businessman/ Industrialists None

5 D C C B2 B1 A2 A2 A1

with no. of 1 - 9 6 D C C B2 B1 A2 A1 A1

Employees 10 + 7 B1 B1 B1 A2 A2 A1 A1 A1

Self employed professionals

8 D D D D B2 B1 A2 A1

Clerical/Salesman 9 D D D D C B2 B1 B1

Supervisory level A D D D C C B2 B1 A2

Officers/Executives – Junior

B C C C C B2 B1 A2 A2

Officers/Executives-Middle/Senior

C B1 B1 B1 B1 B1 A2 A1 A1

1) Are you aware of Spencer’s Stores (Rashbehari):

1) Yes 2) No

Proceed if Answer to Q1 is Yes else ask Q6 and exit

2) How did you get to know about Spencer’s (Rashbehari in regular basis about the offers & like):

1) Word-of-Mouth 2) Newspapers 3) Flyers/Leaflets 4) SMSes 5) Any other source...please specify

3) Have you ever visited Spencer’s Rashbehari?

1) Yes 2) No

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Proceed if Answer to Q3 is Yes else Q4 if no & ask Q6 and exit

4) Any particular reason for not visiting Spencer’s?1) Too far from home 2) Happy with present shops 3) Think items are costly 4) Heard it’s not good 5) Store is too

cluttered 6)Billing is slow

5) In the last 2 months, how many times have you visited Spencer’s Stores?

1) Once 2) 2 times 3) 3 times 4) More than 3 times

6) Which store do you visit for the following requirements?

Spencer’s

Big Bazaar

More Spinach C-3 ArambaghFood mart

Vishal Mega Mart

RelianceFresh

Local Kirana (Names)

Food Items (Grocery, FMCG, RTE, etc..)

Personal Care Items (toothpaste, shampoos, soaps, etc..)

Home Care (Cleaning aids, utensils, home décor etc..)F&V F&M

8) For Spencer’s, rank the following attributes from 1 to 6:

1 2 3 4 5 6

Store

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ambience

product quality

low price

good assortment

Service

Shopping Convenience

9) Have you visited South City Spencer’s?

1) Yes 2) No

10) Why South City & not Rashbehari?

THANK YOU FOR YOUR VALUABLE INPUTS AND SUGGESTIONS

FINDINGS & ANALYSIS

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32%

68%

SAMPLEMALE FEMALE

22%

45%

24%

9%

SEC GRIDA1 A2 B1 B2

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96%

4%

AWARENESSYES NO

TOTAL RESPONDENTS

250

MALE 80FEMALE 170

CATEGORY NO. OF RESPONDENTS

A1 55A2 112B1 60B2 23

AWARENESS NO. OF RESPONDENTS

YES 241NO 9

NEWSPAPER LEAFLETS WORD OF MOUTH

OTHERS0

20

40

60

80

100

120

MODE OF COMMUNICATION

MODE OF COMMUNICATION

82%

18%

TRIALYES NO

Far

Happy w

ith pres

ent s

hop

Heard

its not g

ood

Too co

stly

Too clu

ttered

Billing i

s slow

05

1015202530354045

Reasons for not trying

Reasons

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TRIAL NO. OF RESPONDENTS

YES 198NO 43

11%

25%

21%

25%

18%

FREQUENCY OF VISIT (MONTHLY)

SELDOM ONCE TWICETHRICE MORE THAN THRICE

PREFERENCE OF STORES

SPENCER'S BIG BAZAAR ARAMBAGH FOOD MART

VISHAL MEGA MART

RELIANCE FRESH

LOCAL STORES0

20

40

60

80

100

120

140

160

FOOD ITEMSPERSONAL CAREHOME CAREFRUITS & VEGETABLESFISH & MEAT

RATINGS

STORE AM-BIENCE

PRODUCT QUALITY

PRICE ASSORTMENT SERVICE SHOPPING CONVENIENCE

0

10

20

30

40

50

60

70

80

90

100

VERY POORPOORSATISFACTORYGOODVERY GOOD

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FREQUENCY NO. OF RESPONDENTS

SELDOM 22ONCE 50TWICE 41THRICE 50MORE THAN THRICE

35

69%

31%

HAVE VISITED SOUTH CITY SPENCER'S OR NOT-

YES NO

REASONS FOR PREFERING SOUTH CITY STORE OVER RASHBEHARI

Availability of International food items, in terms of variety Wider varieties in clothes section Availability of liquor Wider range of home care products Better product visibility Availability of Bakery Products Presence of mobile Counter Better Electronics section Availability of parking space Shopping convenience; Less Cluttered Better Food Court

SPECIAL OBSERVATIONS

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RESPONSE NO. OF RESPONDENTS

YES 164

NO 73

Respondents, while at their home were most reluctant to cooperate. When approached in public hang out areas, respondents were comparatively more willing to take part

in the survey. Most of the respondents replied that they would prefer home deliveries.

Major chunk of the respondents were not aware that Spencer’s had the provision of delivering goods at home, post purchase.

People preferred advertisements that attract them, otherwise they generalise offers that are allocated by different retailers

Absence of Visibility (Billboards) was sighted as one of the hindrances that Spencer’s faces when it comes to communicating its seasonal offers.

Communication of offers to customers was not prominent, for which most of the customers were not aware of various offer cycles which are implemented.

RECOMMENDATIONS

The Organisation should invest in outdoor advertisements, so as to increase its visibility Sponsoring events occurring in the store’s catchment is a tried & tested way to gain attention This particular store should advertise in its catchment about its home delivery policies,so as to

inform & convert the people there Spencer’s depends heavily on leaflets which has a lesser capacity to ‘inform’ people about the

various offer cycles, instead they can try using ‘Helium Ballons’ which is easy on budget yet highlyAttractive in front of their stores

A Brand Ambassador renders character to a brand, Spencer’s also should appoint an ambassador to build its image

SURVEY FOR THE GARMENTS SECTIONPage | 21

Objective

The main objective of this study was to find out the awareness of the customers in regards to the garments section inside the store.

Search for reasons why people tend not to go to the first floor of the store where the garments section is located.

To assess the overall perception of the respondents in regards to the brands of garments (home brands of Spencer’s), its schemes, pricing & several similar aspects.

Criteria

Respondents were to be approached only in the ground floor & not in the first floor

Methodology

Type of Research - In this project descriptive research is used.

Data Source - Information has been gathered through primary sources.

Questionnaire Design - For research purpose questionnaire has been designed with close ended questions,

keeping in mind the purpose of the survey.

Area – The survey was conducted in the ground floor of the store premises.

Sample Size - The size of the sample is 200 people as per suggested by the company guide.

Survey

The survey was conducted by approaching the customers inside the store, but only in ground floor & not in the first floor, as per criteria.

QUESTIONNAIRE

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Name: Age:

Gender: Telephone no. :

Are you aware that there is a garment section upstairs?

1) Yes 2) no

If yes, then have you tried any of the products?

1) Yes 2) no

If yes, then how do you rate our garments in terms of –?

1) Quality

A) Very poor b) poor c) satisfactory d) good e) very good

2) Variety

A) Very poor b) poor c) satisfactory d) good e) very good

3) Price

A) Very poor b) poor c) satisfactory d) good e) very good

4) Promotions & offers

A) Very poor b) poor c) satisfactory d) good e) very good

5) Latest in fashion

A) Very poor b) poor c) satisfactory d) good e) very good

Reasons for not trying:

1) Desired size not available 2) price is too high 3) poor quality

4) No premium brands available 5) products are not trendy 6) other reasons

Where do you shop for garments?

1) Pantaloons 2) local gariahat stores 3) branded outlets 4) any other, specify

Any suggestions:-

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FINDINGS & ANALYSIS

34%

67%

GENDERMALE FEMALE

83%

17%

AWARENESSYES NO

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TOTAL RESPONDENTS

200

MALE 67FEMALE 133

AWARENESS NO. OF RESPONDENTS

YES 166NO 34

57%

43%

TRIALYES NO

QUALITY VARIETY PRICING PROMOTIONS & OFFERS

LATEST IN TERMS OF FASHION

0

10

20

30

40

50

60

70

80

90

VERY GOODGOODSATISFACTORYPOORVERY POOR

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TRIAL NO. OF RESPONDENTS

YES 95NO 71

REASONS FOR NOT BUYING

Desired size not available Price too high Poor quality No premium brands available Available clothes are not trendy/fashionable enough Less variety Products not available Time constraint No urge/attraction to go up No particular reason No visibility Price not in par with quality Designs not up to the mark

PRIORITIES WHILE BUYING CLOTHES Good Quality Customer Service Offers Reasonable Price Vicinity to home Variety of products Climate Specific clothes International Brands Design, satisfaction, Plus Sizes, Visibility of goods

POPULAR OUTLETS FOR BUYING CLOTHES

Pantaloons

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Local Gariahat stores Westside Shoppers stop Bazaar Kolkata South city Wills Lifestyle Vardaan Big Bazaar New Market Citi Style Reebok A C Market New Market Raymond’s Khaadi

SUGGESTIONS FROM RESPONDENTS

More Size ranges should be maintained Increase variety in kids section Availability of cotton clothes in abundance Updating designs of clothes as per latest trends, as well as in quality

Increase Visibility & Variety More Brands for the Ladies section (FabIndia, Annabelle, All, W, Prapti, Biba) Reduction in price More Brands in Men's section Sarees & Dress Materials should be available in decent quantity as well as quality

RECOMMENDATIONS

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The garments section should be made more ‘Visible’ Pricing should be such that it penetrates a larger mass More variety in terms of stocks as well as sizes (plus sizes) More brands catering to ladies section should be kept &‘Well known’ brands required for Men's

formal & semi-formal (Peter England,Oxemberg & likes) Certain stocks get stagnated which should be checked in a regular basis & removed otherwise they

eat up shelf space where fast moving items would have been displayed (an exercise is being practiced to reduce this issue but no sanguine result has been met as of now)

Buying process for this store has been initiated very late (as per observations recorded for last few seasons) in regards to the onset of any occasion which results in unavailability of stock to satisfy customer demand, therefore buying has to be timely

Products under any offer are not being replenished quick enough, hence resulting in customer dissatisfaction, hence deft replenishment of stocks should be prioritised

FEMALE CUSTOMER PROFILING

Objective

The main objective of this study was to find out personal & professional profiles of the women who visit the store

Criteria

No specific criteria were followed.

Methodology

Type of Research - In this project descriptive research is used.

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Data Source - Information has been gathered through primary sources.

Questionnaire Design - For research purpose questionnaire was been designed by me with close-ended

questions, keeping in mind the purpose of the survey.

Area – The survey was conducted inside the store premises

Sample Size - The size of the sample is 200 people as per suggested by the company guide.

Survey

The survey was conducted by approaching the customers inside the store, in both ground as well as first floor.

QUESTIONNAIRE

Name:- Contact No:-

Email ID:-

Age:- 1) 15 -20yrs 2) 20-25yrs 3) 25-30yrs 4) 30-35yrs 5) 35-40yrs

6) 40-50yrs 7) 50-60yrs 8)Above 60

Marital Status:-

Educational Qualification:- 1) Matriculate 2) UG 3) Graduate 4) PG

5) Others

Occupation:- 1) Service 2) Self-employed 3) Home Maker 4) Business

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5) Teacher 6) Student

Income slab (Monthly): 1) 5000-10000 2) 10001-20000 3) 20001-35000

4) 35001-50000 5) 500001> 6) Not Applicable

FINDINGS & ANALYSIS

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AGE GROUPS

NO. OF RESPONDENTS

15-20 420-25 2225-30 3030-35 2835-40 1840-50 50 50-60 34Above 60 14

EDUCATIONAL QUALIFICATION

NO. OF RESPONDENTS

Matriculate 6Higher Secondary 4Under Graduate 7Graduate 77Post Graduate 78Others 9

OCCUPATION NO. OF RESPONDENTS

Business 6Self Employed 50Home Maker 11Service 3Teacher 67Student 14

MARITAL STATUS

NO. OF RESPONDENTS

Married 162Single 38

2% 11%

15%

14%

10%

25%

17%7%

Groups

15-20 Yrs 20-25 Yrs 25-30 Yrs 30-35 Yrs35-40 Yrs 40-50 Yrs 50-60 Yrs Above 60

3% 2% 4%

43%

43%

5%

Educational QualificationMatriculate Higher Secondary Under GraduateGraduate Post Graduate Others

81%

19%

Marital StatusMarried Single

4%

33%

7%

2%

44%

9%

OCCUPATIONBusiness Self Employed Home MakerService Teacher Student

3%13%

13%

18%

5%4%

44%

MONTHLY INCOME SLABPensioner 5000-10000 10001-2000020001-35000 35001-50000 Above 50000Not Applicable

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MONTHLY INCOME SLAB

NO. OF RESPONDENTS

Pensioner 55000-10000 2310001-20000 2320001-35000 3335001-50000 9Above 50000 8Not Applicable 80

OTHER SIGNIFICANT ISSUES

During the tenure of the internship, certain issues, other than project topics as well as issues indirectly affecting the topics were observed. These few issues somehow decrease the effectiveness of the store, they are discussed below:-

Labeling Errors

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Absence of pointers directing towards the Fish & Meat section, situated at the ‘corner back’ area of the store

Positions of pillars hindering visibility

Overall cluttered feel in the shop

Page | 33

No pointers towards the garments section or sections located on the first floor resulting in negligible footfall on the first floor

Stationary items located at a remote corner section, including items bought on impulse especially by kids

Page | 34

Unutilized store windows, can be considered for advertising spaces given rental to different organizations, hence can bring extra revenue.

RECOMMENDATION

The labeling errors create confusion amongst the customers while shopping, hence immediate steps should be taken to rectify them

Indicators leading to the ‘Fish & Meat’ Section should be put up, as unlike other retailers, in that area, Spencer’s not only provides Fruits & vegetables but also ‘Non Veg’ items, hence it would undoubtedly draw more customers

Since Visibility is compromised due to the pillars, which cannot be substituted, stickers directing towards different sections can be helpful & innovative simultaneously (similar method has been applied in south city Spencer’s)

Drop downs should be installed around the escalator regarding the sections present upstairs. This can lead to dual benefit, firstly by attracting customers to visit the first floor, thus increasing the foot fall there, secondly the drop downs can also communicate about the different discounts & offers that the customers may avail.

Stationary items should be brought down, as it consists of many impulse buying items specially for kids (Pencils, pens, eraser etc)

If the windows outside the store are utilized by home brands & other brands of which products are sold in the store, can result in informing the customers about the availability of the same, as well as can fetch extra revenue.

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BIBLIOGRAPHY

WEBSITES

1. GOOGLE2. WWW.WIKIPEDIA.ORG3. WWW.SPENCERS.ORG

BOOKS

Marketing Management – Philip Kotler & Kevin Lane Keller

Research Methodology (by- C.R Kothari)

Marketing Research (by- Malhotra)

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THANK YOU

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