Reatail Mall Culture

8/8/2019 Reatail Mall Culture

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1. INTRODUCTION OF RETAIL SECTOR

1.1 ORIGIN OF RETAIL SECTOR :

Early Trade:When man started to cultivate and harvest the land, he would

occasionally find himself with a surplus of goods. Once the needs of

his family and local community were met, he would attempt to trade

his goods for different goods produced elsewhere. Thus markets

were formed. These early efforts to swap goods developed into

more formal gatherings. When a producer who had a surplus could

not find another producer with suitable products to swap, he mayhave allowed others to owe him goods. Thus early credit terms

would have been developed. This would have led to symbolic

representations of such debts in the form of valuable items (such as

gemstones or beads), and eventually money.

1.2 HOW RETAIL DEVELOPED?

Peddlers and Producers:

The Retail Trade is rooted in two groups, the peddlers and

producers. Peddlers tended to be opportunistic in their choice of

stock and customer. They would purchase any goods that they

thought they could sell for a profit. Producers were interested in

selling goods that they had produced.

General Store:

This division continues to this day with some shops specializing in

specific areas, reflecting their origins as outlets for producers (such

as Pacific Concord of Hong Kong), and others providing a broad mix,

known as General Store (such as Casey's in the Midwest of the

U.S.A.). Although specialist shops are still with us, over time, the

general store has increasingly taken on specialist products.

Customers have found this to be more convenient than having to

visit many shops - thus the term "Convenience Store" has also been

1Department of Business and Industrial Management


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applied to these shops. As the popularity of general stores has

grown, so has their size. This combined with the advent of Self-

Service has lead to the Supermarket, or Superstore.

Early Markets:

Over time, producers would have seen value in deliberately over-

producing in order to profit from selling these goods. Merchants

would also have begun to appear. They would travel from village to

village, purchasing these goods and selling them for a profit. Over

time, both producers and merchants would regularly take their

goods to one selling place in the centre of the community. Thus,

regular markets appeared. The First Shop: Eventually, markets

would become permanent fixtures i.e. shops. These shops along

with the logistics required to get the goods to them were, the start

of the Retail Trade.

The Birth of Distance Retailing:

Defined as sales of goods between two distant parties where the

deliverer has no direct interest in the transaction, the earliest

instances of distance retailing probably coincided with the first

regular delivery or postal services. Such services would have started

in earnest once man had learned how to ride a camel, horse etc.

When individuals or groups left their community and settled

elsewhere, some missed foodstuffs and other goods that were only

available in their birthplace. They arranged for some of these goods

to be sent to them. Others in their newly adopted community

enjoyed these goods and demand grew. Similarly, new settlers

discovered goods in their new surroundings that they dispatched

back to their birthplace, and once again, demand grew. This soon

turned into a regular trade. Although such trading routes expanded

mainly through the growth of traveling salesmen and then

wholesalers, there were still instances where individuals purchased

goods at long distance for their own use. A second reason that



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distance selling increased was through war. As armies marched

through territories, they laid down communication lines stretching

from their home base to the front. As well as garnering goods from

whichever locality they found themselves in, they would have alsotaken advantage of the lines of communication to order goods from

home.

Origins of Retail

It is likely that, as markets became more permanent fixtures they

evolved into shops. Although advantageous in many respects, this

removed the mobility that a peddler or traveling merchant may still

have enjoyed. For some shopkeepers, it made sense to obtain extra

stock and open up another shop, most probably operated by

another family member. This would recover business from peddlers

and create new business and the greater volume would allow the

shopkeeper to strike a better deal with suppliers. Thus the retail

chain would have started. Its thought that this process would have

started in china over 2200 years ago with a chain of shops owned by

a trader called Lo Kass.

The First Self-Service Store:

This all changed in 1915 when Albert Gerrard opened the Groceteria

in Los Angeles, the first documented self-service store. This was

soon followed a year later by the Piggly Wiggly self-service store,

founded by Clarence Saunders in Tennessee in the U.S.

Growth:

This new type of shopping was more efficient and many customers

preferred it. Although personal service stores remain to this day,

this new concept started a rapid growth of self-service stores in the

United States. Other countries were slow to take up the idea, but

there has been a steady rise in the global amount of self-service

stores ever since.



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Efficiency

These entrepreneurs noticed that their staff had to spend a great

deal of time taking grocery orders from customers. The grocerieswere stacked on shelves allowing customers to walk around and

browse, collecting their shopping in a basket that was supplied. The

shopkeeper would only need to tot up the final bill at the end of the

process and transfer the goods from the basket to the customer and

receive payment.

From Family Business to Formal Structure:

Although retail chains would have been mostly run by families, as

some chains grew, they would have needed to employ people from

outside of their family. This was a limiting factor as there would

have been a limit to the amount of trusted non family members

available to help run the chain. Another, even more definite limiting

factor was the distance the furthest shop would have been from the

original shop. The greater the distance, the more time and effort

would have been needed to effectively manage outpost shops and

to service them with goods. There was, therefore, a natural barrier

to expansion. That was the case until transport and communications

became faster and more reliable. When this happened towards the

end of the 19th century, chains became much bigger and more

widespread. Many of these businesses became more structured and

formalized, leading to the retail chain that we see today.



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2. INDUSTRY OVERVIEW

Retailing is the interface between the producer and the individual

consumer buying for personal consumption. This excludes direct

interface between the manufacturer and institutional buyers such as

the government and other bulk customers. A retailer is one who

stocks the producers goods and is involved in the act of selling it to

the individual consumer, at a margin of profit. As such, retailing is

the last link that connects the individual consumer with the

manufacturing and distribution chain.

Retail has played a major role world over in increasing productivity

across a wide range of consumer goods and services .The impact

can be best seen in countries like U.S.A., U.K., Mexico, Thailand and

more recently China. Economies of countries like Singapore,

Malaysia, Hong Kong, Sri Lanka and Dubai are also heavily assisted

by the retail sector.

Top Retailers Worldwide: Rank Retailer Home Country

1. Wal-Mart Stores, Inc. U.S.A.

2. Carrefour Group France3. The Kroger Co. U.S.A.

4. The Home Depot, Inc. U.S.A.

5. Metro Germany

List of retailers that have come with new formats:

Retailer Current Format New Formats

Shoppers Stop Department Store Quasi-mall

Crossword Large Bookstore Corner shop

Piramyd Departmental Store Quasi-mall, Food retail

Pantaloon Own brand store Hypermarket

Subhiksha Supermarket considering moving to self service

Globus Department Store Small fashion stores



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The retail industry in India is of late often being hailed as one of the

sunrise sectors in the economy. AT Kearney, the well-known

international management consultancy, recently identified India as

the second most attractive retail destination globally from amongthirty emergent markets. It has made India the cause of a good deal

of excitement and the cynosure of many foreign eyes. With a

contribution of 14% to the national GDP and employing 7% of the

total workforce (only agriculture employs more) in the country, the

retail industry is definitely one of the pillars of the Indian economy.



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2.1 Industry analysis of the Indian retail sector:

Modern retailing has entered India in form of malls and huge

complexes offering shopping, entertainment, leisure to the

consumer as the retailers experiment with a variety of formats, from

discount stores to supermarkets to hypermarkets to specialty

chains. However, kiranas still continue to score over modern formats

mostly due to the convenience factor i.e. near to their house.

This organized segment typically comprises of a large number of

retailers, greater enforcement of taxation mechanisms and better

labour law monitoring system. It's no longer about just stocking and

selling but about efficient supply chain management, developing

vendor relationship quality customer service, efficient

merchandising and even the labour class is also in the working

process timely promotional campaigns. The modern retail formats

are encouraging development of well-established and efficient

supply chains in each segment ensuring efficient movement of

goods from farms to kitchens, which will result in huge savings for

the farmers as well as for the nation. The government also stands to

gain through more efficient collection of tax revenues. Network

marketing has been growing quite fast and has a few large players

today. Gas stations are seeing action in the form of convenience

stores, ATMs, food courts and pharmacies appearing in many

outlets.

Traditionally, the kirana retailing has been one of the easiest ways

to generate self-employment, as it required minimum investment in

terms of land, labour and capital. These stores are not affected by

the modern format of retailing. In order to keep pace with the

modern formats, kiranas have now started providing more value-

added services like stocking ready to cook vegetables and other

fresh produce.



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They also provide services like credit, phone service, home delivery

etc. The organized retailing has helped in promoting several niche

categories such as packaged fruit juices, hair creams, fabric

bleaches, shower gels, depilatory products and convenience andhealth foods, which are generally not found in the local kirana

stores. Looking at the vast opportunity in this sector, big players like

Reliance has announced its plans to become the country's largest

modern retainers by establishing a chain of stores across all major

cities.

Apart from metro cities, several small towns like Nagpur, Nasik,

Ahmedabad, Aurangabad, Sholapur, Kolhapur and Amravati has

seen the expansion of modern retails. Small towns in Maharashtra

are emerging as retail hubs for large chain stores like Pantaloon

Retail because many small cities like Nagpur have a student

population, lower real estate costs, fewer power cuts and lower

levels of attrition.

However, retailers need to adjust their product mix for smaller

cities, as they tend to be more conservative than the metros. In

order for the market to grow in modern retail, it is necessary that

steps are taken for rewriting laws, restructuring the tax regime,

accessing and developing new skills and investing significantly in

India.



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3. Indian Retail Industry:

Today, retailing doesnt involve just dealing or marketing from

shops, it includes analyzing the market in an effort to provide

reasonable prices together with an array of options and experience

to customers. The sole purpose of all this is retaining the brand

loyalty of customers. Indian retail is currently a US$ 245 billion

market and is anticipated to extend to almost US$ 385 billion mark

by the next five years. The Indian retail sector is currently sporting a

brand new look and together with a 46.64 per cent three-year

Compounded Annual Growth Rate (CAGR), Conventional

marketplaces are paving way for new shopping malls, the likes of

superstores, shopping plazas, supermarkets and brand label stores.

International style shopping centers have started dotting the skyline

of cities and smaller towns, acquainting the Indian customer to a

unique shopping experience. The retail industry in India is split up

into the unorganized and organized retail segments.

The unorganized retail sector includes the big, average and modest

grocery stores and the chemist shops. A changeover is taking place

from the conventional retail sector to organized retailing. But the

unorganized segment still dominates and leads the industry. By

2010, the Indian retailing sector is anticipated to become an Rs12.5

trillion market. The share of organized retailing is supposed to jump

to about 10 per cent from the existing three per cent. The

anticipated staggering growth in organized retailing provides an

opportunity to expand the market for both established and new

players. According to the latest report India Retail Sector Analysis

(200809)I by RNCOS, the total retail market is primarily focused in

rural regions, which makes up 55 per cent or US$ 165 billion of the

overall retail market as opposed to urban segment, which

represents 45 per cent or US$ 135 billion of the gross retail market.

The rural market is spread over 627,000 villages, even though its



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centre of attention is focused around a core group of 100,000

villages that makes up 50 per cent of the rural population.

India represents the most compelling international investment

opportunity for mass merchant and food retailers looking to expand

overseas, according to management consulting firm AT Kearney's

2005 Global Retail Development Index (GRDI), an annual study of

retail investment attractiveness among 30 emerging markets. India

is rated as the fifth largest emerging retail market and is seen as a

potential goldmine. Driving global brands into India is the greatly

improved investment climate due to the recent relaxation of direct

ownership restrictions on foreign retailers. The country's retail

market totals $330 billion, is vastly underserved and has grown by

10 per cent on an average over the past five years. The message for

retailers on India is clear move now or forego prime locations and

market positions that will soon become saturated. Global retailers

that missed opportunities to capture first-mover advantage in China

will make up for it in India.

Though India has more than five million retail outlets, they are

greatly unorganized. There is no supply chain management

perspective. In fact, out of the entire retail sector in India, the

organized sector is only 25 per cent and the rest is unorganized. 96

per cent of the retail outlets are smaller in area than the standard

norms. The retail industry is divided into organized and unorganized

sectors. Organized retailing refers to trading activities undertakenby licensed retailers who are registered for sales tax and income

tax. These include corporate backed hypermarket and retail chains

and so on. Unorganized retailing is the traditional low-cost shops,

handcarts and pavements and is by far the prevalent form of trade

in India. The efficiency of organized sector in retailing is manifested

in some of the newer supermarkets in urban/metropolitan India

the produce is cleaner, fresher, well packed and often cheaper thanthe local shopkeeper. This is possible because of the far more



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efficient distribution system, which organized retail chains are

employing, by cutting the layers of middlemen involved. There are

other benefits too, of transforming the unorganized retail sector into

an organized sector. Firstly, a number of new jobs will be created,far better paid than the underage labor working in the local shops.

Secondly, the benefits to the producer and consumer through better

prices and lesser wastage; throwing up exportable surpluses, which

will also benefit the economy as a whole. Thus one can see that

allowing FDI in retailing is beneficial to all the stakeholders involved.

The Big Bazaars and Spencers, the huge unorganized retail sector

is finally beginning to see the merit of logging on, even if at a model

scale.

Taxation policies also push you to automate and the push is even

harder for those looking to expand beyond their single store

existence. Though its early days yet to measure it penetration in

the unorganized retail industry, interest levels are surely raising

fast. Its good to at least answer their questions.

Indian Retail Sector is very large and there is so many retail

companies. Day to day indian retail companies is growing. Here is a

list of top retailer in India.

1. Lifestyle

2. RPG Retail

3. Pantaloon Group

4. Provogue

5. Reliance Fresh

6. Globus

7. Reliance World

8. Spencer's Retail

9. Trent (Westside)

10. Crossword



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India is rated as the most attractive retail markets

Socio demographic factors will lead to fastergrowth of organized retail in India:



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Retail Formats:


Format Description The ValueProposition

BrandedStores

Exclusive showrooms either

owned or franchised out by a

manufacturer.

Complete range

available for a given

brand, certified

product quality

SpecialtyStores

Focus on a specific consumer

need, carry most of the brands

available

Greater choice to the

consumer, comparison

between brands is

possible

DepartmentStoresLarge stores having a widevariety of products, organized

into different departments such

as clothing, house wares,

furniture, appliances, toys, etc.

One stop shop cateringto varied/ consumer

needs.

Supermarkets

Extremely large self-service retail

outlets

One stop shop catering

to varied consumer

needs

Discount

Stores

Stores offering discounts on the

retail price through selling highvolumes and reaping economies

of scale

Low Prices

Hyper- mart Larger than a supermarket,sometimes with a warehouse

appearance, generally located in

quieter parts of the city

Low prices, vast choice

available including

services such as

cafeterias.

Conveniencestores

Small self-service formats

located in crowded urban areas.

Convenient location

and extended

operating hours.

ShoppingMalls

Enclosure having different

formats of in-store retailers, all

under one roof.

Variety of shops

available to each

other.


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Formats adopted by the Retail Players in INDIA.


Retailer Original

formats

Later Formats

RPG Retail Supermarket(Foodworld)

Hypermarket (Spencer's)Specialty Store

(Health and Glow)

Piramal's DepartmentStore (Piramyd

Megastore)

Discount Store (TruMart)

PantaloonRetail

Small format

outlets (Shoppe)

DepartmentStore

(Pantaloon)

Supermarket(FoodBAZAR)

Hypermarket (Big Bazaar) Mall (Central)

K RahejaGroup

Department

Store (shopper's

stop)

Specialty Store

(Crossword)

Supermarket

Hypermarket (TBA)

Tata/ TrentDepartment

Store (Westside)

Hypermarket (Star India Bazaar)

LandmarkGroup

Department

Store (Lifestyle)

Hypermarket (TBA)

Others Discount Store (Subhiksha, Margin Free, Apna Bazaar),Supermarket (Nilgiri's), Specialty Electronics


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3.1Retailing formats in India:

1. Malls:

The largest form of organized retailing today. Located mainly in

metro cities, in proximity to urban outskirts. Ranges from 60,000 sq

ft to 7, 00,000 sq ft and above. They lend an ideal shopping

experience with an amalgamation of product, service and

entertainment, all under a common roof. Examples include

Shoppers Stop, Pyramid, and Pantaloon.

2. Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books

retailer Crossword, RPG's Music World and the Times Group's music

chain Planet M, are focusing on specific market segments and have

established themselves strongly in their sectors.

3. Discount Stores:

As the name suggests, discount stores or factory outlets, offer

discounts on the MRP through selling in bulk reaching economies of

scale or excess stock left over at the season. The product category

can range from a variety of perishable/ non perishable goods.

4. Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety

of consumer needs. Further classified into localized departments

such as clothing, toys, home, groceries, etc

5. Department Stores:

Departmental Stores are expected to take over the apparel business

from exclusive brand showrooms. Among these, the biggest success

is K Raheja's Shoppers Stop, which started in Mumbai and now has

more than seven large stores (over 30,000 sq. ft) across India and

even has its own in store brand for clothes called Stop!



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6. Hyper marts/Supermarkets:

Large self service outlets, catering to varied shopper needs are

termed as Supermarkets. These are located in or near residentialhigh streets. These stores today contribute to 30% of all food &

grocery organized retail sales. Super Markets can further be

classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft

and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.

having a strong focus on food & grocery and personal sales.

7. Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near

residential areas. They stock a limited range of high-turnover

convenience products and are usually open for extended periods

during the day, seven days a week. Prices are slightly higher due to

the convenience premium.

8. MBOs :

Multi Brand outlets, also known as Category Killers, offer several

brands across a single product category. These usually do well in

busy market places and Metros.

SPECIALITY STORES:

Food retail:

Food dominates the shopping basket in India. The US$ 6.1 billion

Indian foods industry, which forms 44 per cent of the entire FMCG

sales, is growing at 9 per cent and has set the growth agenda for

modern trade formats. Since nearly 60 per cent of the average

Indian grocery basket comprises nonbranded items, the branded

food industry is homing in on converting Indian consumers to

branded food.

The mobile revolution:



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The retail market for mobile phones -- handset, airtime and

accessories -- is already a US$ 16.7 billion business, growing at over

20 per cent per year. In comparison, the consumer electronics and

appliance market is worth US$ 5.6 billion, with a growth rate that ishalf of the mobile market.

Kids retail:

When it comes to Indian children, retailers are busy bonding--and

branding:

Monalisa, the Versace of kids is coming to India.

Global lifestyle brand Nautica is bringing Nautica Kids. International brand Zapp tied up with Raymond to foray into kids'

apparel.

Disney launched exclusive chains which stock character-based

stationery.

Pantaloon's joint venture with Gini & Jony will set up a retail chain

to market kids' apparel.

Swiss kidswear brand Milou is collaborating with Tirupur-basedSreeja Hosieries.

Turner International India Pvt Ltd. will launch Cartoon Network

Townsville and Planet POGO-- two theme parks designed around

its channels--in the National Capital Region.

Sahara One Television has also signed a Memorandum of

Understanding to source content from Spacetoon Media Group,

Middle East's largest kids' entertainment brand for animation andlive action content.

Leading the kids' retail revolution is the apparel business, which

accounts for almost 80 per cent of the revenue, with kids' clothing in

India following international fashion trends. According to research

firm KSA Technopak, the branded segment comprises US$ 701.7

million of the total kids' apparel marketsize of over US$ 3 billion.



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Agricultural retail:

Agriculture across India is heralding the country's second GreenRevolution. 14 states, including Maharashtra, Punjab, Andhra

Pradesh and Rajasthan amended the Agricultural Produce Marketing

Committee (APMC) act this year, along the lines of the Model APMC

Act, '02, which allows farmers to sell their produce directly to buyers

offering them the best price.

Agricultural sectors such as horticulture, floriculture, development of

seeds, animal husbandry, pisciculture, aqua culture, cultivation of

vegetables, mushroom under cultivated conditions and services

related to agro and allied sectors are open to 100 per cent FDI

through the automatic route. For its e-Choupal scheme, ITC built

internet kiosks in rural villages so farmers can access latest

information on weather, current market prices, foods-in-demand,

etc.

With a US$ 5.6 billion, multi-year investment in agriculture and

retail, Reliance Retail will establish links with farms on several

thousand acres in Punjab, West Bengal and Maharashtra. Field

Fresh, planning to become India's first large-scale exporter of

produce, will annually pay farmers over US$ 30,000 to lease land for

vegetables, to hire tractors and to pay their workers.

International retailers:

The Australian government's National Food Industry Strategy and

Austrade initiated a test marketing food retail in India wherein 12

major Australian food producers have tied up with India-based

distributor AB Mauri to sell their products directly at retail outlets.

The largest-ever 150-member British business delegation in India

committed investments in the areas of food processing, agri retail



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and manufacturing. It is also likely to press for the liberalisation of

sectors like financial & legal services and retail.

US-based home delivery and logistics company, Specialised

Transportation Inc, will enter the Indian market through a strategic

alliance with Patel Retail, a subsidiary of Patel Integrated Logistics.

Among other big international players, Wal-Mart has announced its

plans for India in partnership with Bharti, Tesco is sure to try again,

and Carrefour too might finally find the right partner.

Supermarkets:

Large self service outlets, catering to varied shopper needs are

termed as Supermarkets. These are located in or near residential

high streets. These stores today contribute to 30% of all food &

grocery organized retail sales. Super Markets can further be

classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft

and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.

having a strong focus on food & grocery and personal sales.

Supermarkets are relatively new entrants in the market. They are so

called pioneers in organized food retailing and go by the western

model in look and feel and format. This is what everybody means

when they say organized food retailing.

Franchise outlets:

Like Tommy Hilfiger and Wal Mart, other US retailers are firming up

their India entry strategies and if they are already in, they are

undergoing rapid expansion. Fashion brands DKNY is also al set to

foray into the Indian fashion Industry through a franchisee

agreement with Indian company, S. Kumar Starbucks recently

expressed their interest in entering Indian company Like Tommy

Hilfiger and Wal-Mart, other US retailers are firming up their India

entry strategies and if they are already in, they are undergoing

rapid expansion. Fashion brand DKNY is also all set to foray into the



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Indian fashion Industry through a franchisee agreement with Indian

company, S Kumars. Starbucks recently expressed their interest in

entering India through the franchise route, like their American F&B

counterparts Pizza Hut, Subway, and the very successfulMcDonalds. McDonalds has major expansion plans lined up; in the

next 3 years, it plans to open another 100 outlets in cities across

India.

Hypermarket:

A very large commercial establishment that is a combination of

departmental store and a supermarket. The specific features of a

hypermarket are the wide range of goods offered, quality service,

quality display of goods on the shelves and complex systems

providing for customers loyalty.

Hypermarket is known for a wide range of goods offered. It consist

of dozens of thousands of items, while similar goods can be offered

in several forms. In order to work with such an assortment it is

necessary to group it into categories and sub categories that would

unite goods according to this or that criteria.

Shopping Malls:

The new shopping malls that have been expanding their footprint

across Indian cities are well designed, built on international formats

of retailing and integrated with entertainment and restaurants to

provide a complete family experience. Over 300 malls are expected

to be built over the next two years andmost Indian cities with over a

million populations will be exposed to this modern method of

retailing.

Shopping malls have existed in India since several decades but were

designed and built to house several shops in a single facility. These

malls also known as Shopping Arcades offered only rows of shops,

most of which were small stores that promised bargains for their

various wares. These Shopping Arcades tried to maximize on their



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store space and did not offer any areas for recreation and

entertainment.

The present day malls are a creation of the past few years post

2000. They are designed professionally using a lot of internationalexperience and combine shopping with a lot of brand building,

recreation, food and entertainment. Malls also have a large format

store that serves as their anchor for shopping and a prominent

restaurant that anchors the food needs of visitors. Most malls also

feature a multiplex cinema that offers entertainment to the visitors

of the mall. Finally the mall has large atria and open spaces to allow

visitors and families to hang-out.



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3.Major Industry Players:

The big players in Indian retail landscape now are the Future Group,

Shoppers Stop, Westside, Subiksha and RPG Spencer. The

newcomers who are knocking at the gates are Reliance Retail,

Bharti Wal-Mart and Aditya Birla Trinethra. Here, we intend to do a

brief profiling of the major players in order to understand the retail

business in a better manner.

1 The Future Group

The Future Group, which was earlier known as

PRIL (Pantaloon Retail India Limited) began as a

trouser manufacturer in the mid 1980s. The

Future Group is divided into six verticals Future Retail, Future

Capital, Future Brands, Future Space, Future Media and Future

Logistics. The Future Group started operations in the mid 1987s by

incorporating the company as Manz Wear Private Limited. The

company went on to manufacture ready made trousers under the

Pantaloons brand name. It came out with a public issue in 1991

and later changed their name to Pantaloon Fashions (India) Limited

(PFIL).

The first exclusive mens store called Pantaloon Shoppe was

inaugurated in 1992. Pantaloons went for a franchisee route to

expand the number of retail outlets and by 1995, it had reached to

a crucial number of 70. The first departmental store called

Pantaloons was opened in Kolkata in 1997 with an investment of Rs

0.7 million. The store was a success and recorded revenues of Rs

100 million within the first year of operations. In 1999, the

companys name was changed to Pantaloon Retail (India) Limited

(PRIL).

The success of Pantaloons departmental stores encouraged PRIL to

come up with other retailing formats such as Big Bazaar to retail



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low cost general merchandising, and Food Bazaar to retail food

products. As of 2005, the Future Group has 3.5 million sq ft of retail

space and over 100 stores across 25 cities in India. It employs more

than 12,000 people and has a customerbase of more than 120 million.

2 Shoppers Stop

Shoppers Stop, promoted by the real

estate group K Raheja, was one of the first movers to have set up a

large retail outlet in New Delhi with international ambience.

Shoppers Stop Ltd now has a considerable presence all over the

country with overr 7 lakh square feet of retail space and stocks over

200 brands of garments and accessories. The stores are spread all

over India with presence in Mumbai, Delhi, Bangalore, Hyderabad,

Jaipur, Pune , Kolkata, Gurgaon, Chennai & Ghaziabad.

Shoppers Stop is also very well known for having pioneered several

quality retailing concepts in India like CROSSWORD, Hyper CITY and

Mother Care. They are the only retailer from India to become amember of the prestigious Intercontinental Group of Departmental

Stores (IGDS).

Shoppers Stop is positioned as a family store delivering a complete

shopping experience. With its wide range of merchandise, exclusive

shop-in-shop counters of international brands and world-class

customer service, Shoppers Stop brought international standards of

shopping to the Indian consumer providing them with a world class

shopping experience. Shoppers Stops core customers represent a

strong SEC A skew. They fall between the age group of 16 years to

35 years, the majority of them being families and young couples

with a monthly household income above Rs. 20,000/- and an annual

spend of Rs.1,50,000/-. A large number of Non - Resident Indians

visit the shop for ethnic clothes in the international environment

they are accustomed.



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The stores offer a complete range of apparel and lifestyle

accessories for the entire family. From apparel brands like

Provogue, Color Plus, Arrow, Levis, Scullers, Zodiac to cosmetic

brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers Stopcaters to almost every lifestyle need.

Shoppers' Stop also retails its own line of clothing namely Stop, Life,

Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers

Stop is sold at a quality and price assurance backed by its

guarantee stamp on every bill.

Shoppers Stops customer loyalty program is called The First

Citizen. The program offers its members an opportunity to collect

points and avail of innumerable special benefits. Currently,

Shoppers Stop has a database of over 2.5 lakh members who

contribute to nearly 50% of the total sales of Shoppers Stop.

The Organization, in 2000, along with ICICI ventures also acquired

the reputed bookstore, Crossword, which offers the widest range

of books along with CD-ROM, music, stationery and toys. Services

like Dial-a-book, Fax-a-book and Email-a-book enable customers to

shop from their homes. Crossword currently has 18 Stores.

Shoppers Stop has been very keen to understand the importance of

distribution and logistics in ensuring that merchandise is available

on the shop floors. This has led the retail chain o streamline its

supply chain. The company has developed process manuals for each

part of the logistics chain. These modules include vendormanagement, purchase order management, stock receiving

systems, purchase verification and inventory build up, generation

and fixing of price and store tags, dispatch of stocks to the retail

floor and forwarding of bills for payment.

Shoppers Stop has a grand ambition to position itself as a global

retailer. The company intends to bring the worlds best retail



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technology, retail practices and sales to India. Currently, they are

adding 4 to 5 new stores every year.

3. Piramyd

Piramyd Retail is part of the Piramal Group, which has presence in

diverse sectors spanning Pharmaceuticals, Textiles, Real Estate,

Engineering, Family Entertainment and Retail with manufacturing

operations in 19 locations across five states and employing over

18,000 people.

The promoters launched the apparel business in 1999 under

Piramyd Retail and Merchandising Pvt. Ltd. (PRMPL) while its food;

home & personal care businesses (FHPC) were housed under

Crossroads Shoppertainment Pvt. Ltd. (CSPL). As the apparel and

food businesses individually reached a critical mass the

management merged the two companies into Piramyd Retail Ltd.due to distant synergies in two businesses in March 2005. Pyramid

also has a smaller format of stores called TruMart that caters to

Food and Personal Care products.

Piramyd Retail currently has 5 Mega stores and 8 TruMart stores

mainly in Maharashtra. The company plans to increase these

numbers to 17 Mega stores and 69 TruMarts by 2008. The floor

space is expected to be 5 times on successful expansion.

The FHPC (Food & Personal Care) business is volume driven while

the Lifestyle store is a margin driven business. Piramyd Retail plans

to increase the contribution of private labels from existing 7% to 18-

20% of the revenues by 2010. Gross margins from private labels are

over 40% and hence the company is planning to increase this

business. Most of the stores are on the lease format and thecompany is prone to higher lease rentals due to the overall increase



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in real estate prices. This may bring the profit levels down

substantially.

Piramyd Retail did have a first mover advantage in many locations

but it has actually failed to capitalize over

this advantage. Its competitors like

Pantaloon, Shoppers Stop and Trent

gained larger benefits of their far more

aggressive business & marketing strategy in the retail space.

4. Subiksha

The Chennai based Subiksha grocery chain runs around 200 outlets

all over the country and its current turnover stands at Rs 224 cores.

Their target customer is the middle income value conscious buyers.

The main aim of Subiksha is to offer a functional and transactional

shopping experience. This retail chain has no qualms and spends

almost no money on creating a pleasant shopping experience, and

all stores are non-air conditioned. There is no false roofing or

sparkling vitrified tiles on the floor.

A few years ago, Subiksha did not even offer shoppers self service.

The customer had to place an order at a computerized teller and the

goods were billed and delivered after cash is collected. Customers

had to bring their own carry bags or pay to buy them from the store.

Subiksha even attempted to charge the customers for home

delivery.

However, now Subiksha has slightly tweaked their business model in

order to create a better appeal to customers who were defecting to

the competitors. The store formats are still small and non-air-

conditioned. But customers have the option to pick from shelf

spaces. They also get shopping bags and free home delivery. But

the selling USP (unique selling proposition) remains the same ---

Subiksha tries to be as close to the customer as possible and offers



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the lowest price and huge savings in comparison to competitors. Its

slogan happens to be --- bachat mera adhikar hain (saving is my

fundamental right).

5. Reliance Retail

On June 26, 2006, Mukesh Ambani, Chairman and Managing

Director, Reliance Industries Limited, announced a Rs 25,000-crore

investment in the retail sector.

Reliance Retail started its retail operation with Reliance Fresh, a

grocery store that sells vegetables, fruits, personal care items and

other food products. Soon, these retail outlets will also be selling

apparel and footwear, lifestyle and home improvement products,

electronic goods and farm implements and inputs. They will also

offer products and services in energy, travel, health and

entertainment. In addition to this, partnerships would be developed

to bring the best of global luxury brands to India as well.

Reliance Retail plans to extend its footprint to cover 1,500 Indian

cities and towns with outlets of a varied format, a mix of

neighborhood convenience stores, supermarkets, specialty stores

and hypermarkets. Reliance also plans to

open restaurant outlets, financial services

marts and tourism counters within its

stores.

The first store christened Reliance Fresh opened in November2006 at Hyderabad. Within a few months they have now opened

stores in Mumbai, Pune and Ahmedabad and plans foray into other

cities on a rapid scale.

6. Aditya Birla MORE

The Aditya Birla Group is India's first truly

multinational corporation. Global in vision,rooted in values, the Group is driven by a



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performance ethic pegged on value creation for its multiple

stakeholders. A US$ 24 billion conglomerate, with a market

capitalization of US$ 23 billion and in the League of Fortune 500, it

is anchored by an extraordinary force of 100,000 employeesbelonging to over 25 different nationalities. Over 50 per cent of its

revenues flow from its operations across the world. Our mission is

to change the way people shop. We will give them more. says Mr.

Kumar Mangalam Birla, Chairman, Aditya Birla Group. The more for

you advantage: more promises a world-class pleasurable shopping

experience to Indian consumers in their very own neighborhood.

More Quality, more variety, more Convenience and more Value

are the four delivery cornerstones of the more chain of supermarket

stores more.

MORE Value MORE Promises best in market pricing. Linking up

directly with farmers to source fresh fruits, vegetables and staples

ensure great quality as well as great price. Add to this, the

membership program Club more which

provides convenience, customized

shopping solutions and savings, and the

more value promise becomes all the

more evident.

More is an inspirational brand for an inspirational country. We have

a bright and committed, enthusiastic team that represents the best

experience from India and globally. MORE also has a range of

products from its own stable available across value, premium and

select ranges. The products have been quality-checked and are

available in attractive packaging at competitive prices. To avail

additional benefits, at no extra charge, customers can also enroll for

the membership program Club more.

7. VISHAL RETAIL :

http://www.adityabirla.com/media/features/there_is_more.htm#1http://www.adityabirla.com/media/features/there_is_more.htm#2http://www.adityabirla.com/media/features/there_is_more.htm#3http://www.adityabirla.com/media/features/there_is_more.htm#4http://www.adityabirla.com/media/features/there_is_more.htm#1http://www.adityabirla.com/media/features/there_is_more.htm#2http://www.adityabirla.com/media/features/there_is_more.htm#3http://www.adityabirla.com/media/features/there_is_more.htm#4


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Vishal is one of fastest growing retailing groups in India. Its outlets

cater to almost all price ranges. The showrooms have over 70, 00

products range which fulfills all your household needs, and can be

catered to less than one roof. It is covering about 1282000 sq. ft. in18 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. What started as a humble one store enterprise in

1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate

encompassing 51 showrooms in 39 cities. 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 less than one roof in India.

The groups prime focus is on retailing.

The Vishal stores offer affordable family fashion at prices to suit

every pocket. 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. Company has already tied up for 5-lakh sq ft

space and is looking for more. Company will come up with 32 new

stores this year. Company is doing research on more formats.

Company is looking for opportunities of expansion in the South.

Contribution of apparels business at 53% may slightly come down to

50%. India is a big country and there is huge space for four-five big

retail players. Vishal can always sustain growth in this big market.Company can sustain margins as it is going for backward

integration. Currently manufacturing contributes 10% of the

business, which in the next two to three years will go up to 25%.

Company is increasing its focus on the non-apparel and FMCG

segment. The current share of FMCG at 15% could go up to 20-25%.

Apparel sales currently at 63% in the next 2-3 years should come

down to 50% as the company is now also focusing on different



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segments. With growth in volumes, the cost of sourcing will come

down in the near future. Company will venture wherever it gets real

estate space. Currently, it has very little space in the south India.

Eventually, it will have a pan-India set up.



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1 RESEARCH METHODOLOGY

5.1 Research problem statement

A STUDY ON IMPACT OF RETAIL MALL ON RETAIL OUTLET

5.2 Research objective

Primary objective:

To study the impact of retail mall on retail outlet.

To Study the customer approach towards the both shopping

points.

Secondary objective:

To study preference of consumer for shopping point while

purchasing products.

To study important parameters taken in to consider by

consumer while selecting shopping point for purchase.

To Study about the loyalty schemes run by the both shopping

points.

To study Customers expectation from the both shopping point.

5.3 List of information needed

To know the impact of retail mall on retail outlet in Surat

City the information required are.

- Gender

- Occupation

- Annual Family Income

- Services

- Awareness



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5.4 Research Design

Descriptive research design is being used.

The reason of using descriptive design in present study is that it is

not based on judgment and intuition but on actual data collected

and therefore, accurate in generalizing.

In which research concerned with the finding out who, what, where,

when, and how.

1 Do you go for shopping?

2 How frequently, do you go for shopping?

3 Which type of shopping point, you would like to purchase

products?

4 Which is the importance to you while selecting both types of

shopping point?

5 Which attributes you taken in to consider while selecting

shopping point?

5.5 Sampling Plan

Population:

People of Surat City above the age of 18.

sampling frame:

The sampling frame consists of the list item from which the sample

is to be drawn. The sample framer for the research constitutes the

people residing in Surat city.

Students Retired self employed

Businessman Housewives Professionals



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Sample Type:

The project is entirely based on the practical approach. Project s

based on the Convenience sampling that is Non probability and

unrestricted sampling because the questionnaire was filled as per

convenience and time.

Sample size:

Sample size is 150 respondents.

5.6 Data collection

There are basically two types of data primary and secondary.

Primary data

The source for the primary data is Questionnaire Method.

Secondary data

The Secondary data have been collected from the sources like

Website, Magazines, Reports and Books.

5.7 Processing and analyzing collected data

The processing analysis of data based on the percentage method

and chart are also made to view the data pictorially.

5.8 Limitation of study

There is always a boundary existing every where and every time.

Every task that is undertaken has some obstacles in its way, some

basic limitation that make the task bit difficult are stated as follows



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The survey was limited only to the physical boundaries of Surat

city and that is limited in the population.

Different people have a different thought, process and different

attitudes. As a result their manner of answering the question ofthe study differs the answer received sometimes positive, while

sometimes they were negative.

The study on buying behaviour of consumer towards online

shopping of computer is limited to the product of computer and

computer peripherals only.

A census survey is not possible due to time period so I have

selected sample survey. As we survey the area of Surat city, the research could not give

the result on the whole. The people might have different attitude

and behaviour for the product at different places.

Thus despite of the limitation we have tried to make the report

as accurate as we could make.

5.9 Interpretation

This step involves inference from the analysis of the data collected.

The required goal fulfilled at this stage. All the datas are carefully

scrutinized and thereafter report was prepared.

It was of no use of collection unless it is tabulated properly so as to

interpret it with a view to arrive at a certain logical and meaningful

conclusion. Use of charts has been made with a view to datapictorially, precisely, and to make study more interesting and easily

comprehensible.

5.10 Report writing:

This is the last step in the preparation of the project report. The sole

objective of the report writing was to report the finding to the

concerned authority.



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6.DATA ANALYSIS & INTERPRETATION

Gender wise classification

Gender wise classification

Frequency Percent Valid PercentCumulative

Percent

Valid male 85 56.7 56.7 56.7

female 65 43.3 43.3 100.0

Total 150 100.0 100.0

57%

43%

Male

Female

Interpretation:

From the above table and chart we can examine that out of the total

respondents 150, 57% of the respondents were male i.e. 85

respondents were male while 43% of the respondents were female

i.e. 65 were female respondents.



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Age group wise classification

Age group wise classification


Percent

Valid 15-25 38 25.3 25.3 25.3

25-35 54 36.0 36.0 61.3

35-45 36 24.0 24.0 85.3

45 & above 22 14.7 14.7 100.0

Total 150 100.0 100.0

36%

15%

24%

25%

15-25

25-3535-45

45 & above

Interpretation:

From the above table and the chart we examine that majority of the

respondents i.e. 36% of the respondents were in the age group of

25-35 years followed by 25% respondents in the age group 15-25

years, while the lowest 24% respondents were there in the age

group of 35-45 years while 15% were the respondents in the age

group below 45 & above years.



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Occupation wise classification

Occupation wise classification

Frequency Percent Valid Percent

Valid Business 28 18.6 18.6

Profession 29 19.3 19.3

Service 26 17.3 17.3

Student 31 20.7 20.7

Others 36 24.0 24.0

Total 150 100.0 100.0

0

5

10

15

20

25

30

35

40

Occupation

Business

Profession

Servvice

student

Others

Interpretations:

From the above table and chart we can examine that 21% of the

respondents were students followed by occupation like service and

profession with 17% and 19% respectively while the respondent

who were engaged in the occupation of business were 18% . The

respondents engaged in other type of occupation were 24%.



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Annual family income wise classification

Annual family income wise classification


Percent

Valid less than 50000 23 15.3 15.3 15.3

50000-100000 34 22.7 22.7 38.0

100000-200000 47 31.3 31.3 69.3

200000 & above 46 30.7 30.7 100.0

Total 150 100.0 100.0

Interpretation:

From the above table and chart we examine that 31% of the

respondent belong from annual income group of 1, 00,000 to 2,

00,000. Followed 31% of respondent which belong to the income

group of 2,00,000 & above while the income group of 50000-100000

is 23% and the remaining 15%respondents were belongs to less

than 50000.


23

31

3115%

less than 50000

50000-100000

100000-200000

200000 & above


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1. How frequently, do you go for shopping?


Percent

Valid daily 45 31.3 31.3 31.3twice in week 46 31.9 31.9 63.2

once in week 32 22.2 22.2 85.4

monthly 21 14.6 14.6 100.0

Total 144 100.0 100.0

32%

31%15%

22%

daily

twice in weekonce in week

monthly

Interpretation:

From the above table and chart we examine that 32% of the

respondent go for shopping twice a week. Followed 31% of

respondent which goes for shopping daily while 22% goes for once a

week and the remaining 15%respondents were goes for monthly

shopping.



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2. From which type of shopping point, you wouldlike to purchase the following products?

Interpretation: From the above table and chart we examine that

62% of the respondent like to purchase footwear from at Retail

mall, while 38% of respondent who goes at Retail outlet.

75% of the respondent purchase Gifts from Retail mall, while

25% of respondent purchase from Retail outlet.

55% of the respondent purchase Apparel/clothing from Retailmall, while 45% of respondent purchase from Retail outlet. It is

quit similar ratio.

83% of the respondent purchase White goods (fridge, washing

machine etc) from Retail outlet, while 17% of respondent

purchase from Retail mall.

85% of the respondent purchase Home entertainment products

(TV, AV system) from Retail outlet, while 15% of respondent

purchase from Retail mall.


Percent

Footwear GiftsApparel/clothing

White goodsHome

entertainmentproducts

Malls 61.8 75.0 54.9 17.4 14.6

Retail outlet 38.2 25.0 45.1 82.6 85.4


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3. For the following criteria please indicate theirimportance to you while selecting both types of

shopping point.3.1 Convenient location

Convenient location for Retail mall


Percent

Valid Least important 3 2.1 2.1 2.1Not important 6 4.2 4.2 6.3

Neutral 18 12.5 12.5 18.8

Important 42 29.2 29.2 47.9

Most important 75 52.1 52.1 100.0Total 144 100.0 100.0

Convenient location for Retail outlet


Percent


Neutral 19 13.2 13.2 25.7

Important 46 31.9 31.9 57.6

Most important 61 42.4 42.4 100.0

Total 144 100.0 100.0

0 20 40 60 80

Retail mall

Retail outlet Least important

Not important

Neutral

Important

most important

Interpretations:

From the above table and chart we examine that convient location

of the shopping point is most important crieteria among 52%

respondents indicate it for Retail mall, while for the Retail outlet

43%. While 29% respondents indicate it is importanr for mall, for

retail outlet 31% respondents indicate it. While 13% give Neutral

response for both. 3% resppondents indicates as leastimportant.



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3.2 Sales promotion scheme

Sales promotion scheme at mall


Percent


Neutral 32 22.2 22.2 37.5

Important 33 22.9 22.9 60.4

Most important 57 39.6 39.6 100.0

Total 144 100.0 100.0

Sales promotion scheme at retail outlet


Percent


Neutral 17 11.8 11.8 21.5Important 26 18.1 18.1 39.6

Most important 87 60.4 60.4 100.0

Total 144 100.0 100.0

0

10

20

30

40

50

60

70

80

90

Retail mall Retail outlet

Most important

Important

Neutral

Not important

Least important

Interpretations:

From the above table and chart we examine that Sales promotion

scheme at the shopping point is most important crieteria among60% respondents indicate it for Retail outlet, while for the Retail

mall 39%.

Similarly for retail mall 22% respondents indicate imporatant, for


response for retail outlet & 22% for retail outlet. 6% resppondents

indicates as least important.



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3.3 Image of shopping point

Image of mall


Percent


Neutral 24 16.7 16.7 34.7

Important 36 25.0 25.0 59.7

Most important 58 40.3 40.3 100.0

Total 144 100.0 100.0

Image of retail outlet


Percent


Neutral 26 18.1 18.1 36.8

Important 44 30.6 30.6 67.4

Most important 47 32.6 32.6 100.0

Total 144 100.0 100.0

0

10

20

30

40

50

60


Most important

Important

Neutral

Not important

Least important

Interpretations:

According to Respondents that Image of shopping point is mostimportant crieteria among 40% respondents indicate it for Retail

mall, while for the Retail outlet 32%.

For retail mall 25% respondents indicate imporatant, for retail outlet

30% respondents indicate it. While 17% give Neutral response. 8%

resppondents indicates as least important & not important.



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3.4 Shopping convenience

Shopping convenience at mall


Percent


Neutral 32 22.2 22.2 32.6

Important 43 29.9 29.9 62.5

Most important 54 37.5 37.5 100.0

Total 144 100.0 100.0

Shopping convenience at retail outlet


Percent


Neutral 34 23.6 23.6 32.6Important 41 28.5 28.5 61.1

Most important 56 38.9 38.9 100.0

Total 144 100.0 100.0

0 10 20 30 40 50 60

1st Qtr

2nd Qtr Least important

Not important

Neutral

Important

Most important

Interpretations:

According to Respondents that Shopping convenience is most

important crieteria among 38% respondents indicate it for Retail

mall, while for the Retail outlet 37%.

For retail mall 29% respondents indicate it is imporatant, for retail

outlet 28% respondents indicate it. While 23% give Neutral

response. 2% resppondents indicates as least important & not

important.

3.5 Availability of more variety



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Availability of more variety at mall


Percent

Valid Least important 1 .7 .7 .7Not important 14 9.7 9.7 10.4

Neutral 20 13.9 13.9 24.3

Important 44 30.6 30.6 54.9

Most important 65 45.1 45.1 100.0

Total 144 100.0 100.0

Availability of more variety at retail outlet


Percent


Neutral 24 16.7 16.7 25.7

Important 48 33.3 33.3 59.0

Most important 59 41.0 41.0 100.0

Total 144 100.0 100.0

0

10

20

30

40

50

60

70


Most important

Important

Neutral

Not important

Least important

Interpretations:

From the above table and chart we examine that Availability of

more variety at the shopping point is most important crieteria

among 45% respondents indicate it for Retail outlet, while for theRetail mall 41%.

Similarly for retail mall 30% respondents indicate imporatant, for


response for retail mall & 16% for retail outlet. 8% resppondents

indicates as not important.



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3.6 Atmosphere of outlets

Atmosphere of mall


Percent


Neutral 31 21.5 21.5 29.9

Important 55 38.2 38.2 68.1

Most important 46 31.9 31.9 100.0

Total 144 100.0 100.0

Atmosphere of retail outlet


Percent

Valid Least important 7 4.9 4.9 4.9

Not important 9 6.3 6.3 11.1Neutral 21 14.6 14.6 25.7

Important 50 34.7 34.7 60.4

Most important 57 39.6 39.6 100.0

Total 144 100.0 100.0

0

10

20

30

40

50

60


Most important

Important

Neutral

Not important

Least important

Interpretations:

From the above table and chart we examine that Atmosphere of the

shopping point is most important crieteria among 31% respondents

indicate it for Retail mall, while for the Retail outlet 39%.


34% respondents indicate it. While 22% give Neutral response. 5%

resppondents indicates as least important & not important.



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3.7 Service quality

Service quality of mall


Percent

Valid Not important 5 3.5 3.5 3.5Neutral 31 21.5 21.5 25.0

Important 54 37.5 37.5 62.5

Most important 54 37.5 37.5 100.0

Total 144 100.0 100.0

Service quality of retail outlet


Percent


Important 57 39.6 39.6 63.9

Most important 52 36.1 36.1 100.0

Total 144 100.0 100.0

0 10 20 30 40 50 60

Retail mall

Retail outlet Least important

Not important

Neutral

Important

Most important

Interpretations: According to Respondents that Service quality at

shopping point is most important crieteria among 36% respondents

indicate it for Retail mall, while for the Retail outlet 36%.


39% respondents indicate it. While 19% give Neutral response. 3.5%

resppondents indicates as not important.



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4. From the statements and express your opinionfor both types of shopping point.

4.1 Frequency of respondent opinion Agree with Retail mall

Out of total no. of respondents found that 70% respondents

agreed that Retail mall was normally located at convenient place,

60% respondents agreed that they get some additional service at

Retail mall, and 51% respondents agreed that retail mall offers

more variety of products comparing to Retail outlet.


Responses

Agree Retail mall Retail outlet

normally located at convenient place 70.1% 39.6%

get some additional service 60.4% 25.0%

Goods are costly at this place 58.3% 60.4%


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4.2Frequency of respondent opinion Agree with Retailoutlet:

Retail outlet was highly preferred by the respondents for

shopped because 54% respondents agreed that there is less

chances of being cheated, 74% visit for specific brand only, also

64% respondents agreed that Complains are attend quickly

comparing to the Retail mall.

While Respondent agrees that Bargaining is not possible at both

shopping point.


Responses

Agree Retail mall Retail outlet


less chances of being cheated

visit for specific brand

Complains are attend quickly

Bargaining is not possible

45.8%

49.3%

43.8%

47.9%

53.5%

73.6%

63.9%

52.8%


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4.3 Frequency of respondent opinion - Disagree:

Majority respondents disagreed that Bargaining is not possible,

Complains are not attend quickly, nonavailibility of specific

brands at retail mall as comparing to Retail outlet.

Retail outlet was not preferred by the respondents for shopped

because it is not located at convenient place, lack of additional

service, cost of goods are high compare to retail mall, not offers

more variety of products, high chances of cheated comparing to

the Retail outlet.

While some Respondent give neutral response.


Responses

Disagree Retail mall Retail outlet

normally located at convenient place 9.0% 32.6%

get some additional service 17.4% 34.7%


It offers more variety of products

less chances of being cheated

visit for specific brand

Complains are attend quickly

Bargaining is not possible

27.1%

21.5%

21.5%

32.6%

28.5%

47.2%

25.7%

18.1%

21.5%

20.1%


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5. Attributes of shopping point

5.1 External appearance:


Percent


Neutral 14 9.7 9.7 23.6

Important 26 18.1 18.1 41.7

Most important 84 58.3 58.3 100.0

Total 144 100.0 100.0

58%

8% 6% 10%

18%

Least important

Not important

Neutral

Important

Most important

Interpretations:External appearance as Most important attribute

among 51% respondents termed, while 25% respondents termed asimportant. 6% respondent least concerned about the External

appearance. 8% respondents thinks it is not important.

5.2 Parking facility:


Percent


Neutral 14 9.7 9.7 23.6

Important 26 18.1 18.1 41.7

Most important 84 58.3 58.3 100.0Total 144 100.0 100.0

58%

8% 6% 10%

18%

Least important

Not important

Neutral

Important

Most important



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Interpretations: According to58% respondents the Parking facilityat shopping point is Most important attribute, while 18%

respondents termed as important. 10% give Neutral response. 8%

respondents thinks it is least important.

5.3 Lighting inside


Percent

Valid Not important 7 4.9 4.9 4.9Neutral 10 6.9 6.9 11.8Important 48 33.3 33.3 45.1Most important 79 54.9 54.9 100.0Total 144 100.0 100.0

55%

5% 7%

33%

Not important

Neutral

Important

Most important

Interpretations: According to55% respondents Lighting inside inshopping point is Most important attribute, Also 33% respondents

termed as important. 7% give Neutral response.

5.4 Interior colour


Percent

Valid Not important 7 4.9 4.9 4.9Neutral 11 7.6 7.6 12.5Important 56 38.9 38.9 51.4Most important 70 48.6 48.6 100.0Total 144 100.0 100.0

48%

39%

8%5%

Not important

Neutral

Important

Most important



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Interpretations: According to 48% respondents Interior colour ofshopping point is Most important attribute, Also 39% respondents

termed it as important. 8% give Neutral response. 5% said it is not

important for them.

5.5 Cleanliness


Percent

Valid Neutral 6 4.2 4.2 4.2Important 54 37.5 37.5 41.7Most important 84 58.3 58.3 100.0Total 144 100.0 100.0

58%

4% 38%

Neutral

Important

Most important

Interpretations: According to58% respondents Cleanliness with inshopping point is Most important, Also 38% respondents termed it

as important. 4% give Neutral response.

5.6 Staff behavior


Percent


8%

60%

32%

Neutral

Important

Mostimportant



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Interpretations:

According to60% respondents termed Staff behavior at shoppingpoint is Most important, 32% respondents termed it as important.

8% give Neutral response.



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5.7 Range of product


Percent


Important 36 25.0 25.0 40.3Most important 86 59.7 59.7 100.0

Total 144 100.0 100.0

60%

6% 9%

25%

Not important

Neutral

Important

Most important

Interpretations: According to 60% respondents termed Range of

product available at shopping point is Most important, 25%

respondents termed it as important. 9% give Neutral response.

While 6% said it is not Important.

5.8 Replacement facility


Percent


Important 35 24.3 24.3 36.1

Most important 92 63.9 63.9 100.0

Total 144 100.0 100.0

10%1%

65%

24%

Not important

Neutral

Important

Most

important

Interpretations: According to 64% respondents termed

Replacement facility available at shopping point is Most important,



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24% respondents termed it as important. 11% give Neutral

response. While 1% said it is not Important.

5.9 Acceptance of credit card


Percent


53%

17%

30%

Neutral

Important

Most important

Interpretations: According to 53% respondents termed

Acceptance of credit card at shopping point is Most important, 30%

respondents termed it as important. 17% give Neutral response.

While no one said said it is not Important or least important.

5.10 Availability of other service (water, sittingarrangement, etc)


Percent


73%

3% 24%

Neutral

Important

Most

important



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Interpretations: According to 53% respondents termed Availability

of other service (water, sitting arrangement, etc) at shopping point

is Most important, 24% respondents termed it as important. 4% give

Neutral response. While no one said said it is not Important or leastimportant.

6. Experience of Retail mall


Percent

Valid Very poor 5 3.5 3.5 3.5

Poor 14 9.7 9.7 13.2Good 39 27.1 27.1 40.3

Very good 48 33.3 33.3 73.6

Excellent 38 26.4 26.4 100.0

Total 144 100.0 100.0

Interpretations:

Above table and graph indicates experience of respondents towards

Retail mall, it was found that 33% respondents experience was very

good, 26% respondents experience was Excellent , 27%

respondents experience was good and 10% respondents experience

was poor, while 4% respondents experience was very poor in

purchasing from Retail mall.



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7. Experience of retail outlet

Frequency Percent Valid Percent CumulativePercent

Valid Very poor 4 2.8 2.8 2.8

Poor 21 14.6 14.6 17.4

Good 61 42.4 42.4 59.7

Very good 33 22.9 22.9 82.6

Excellent 25 17.4 17.4 100.0

Total 144 100.0 100.0

Interpretations:

Above table and graph indicates experience of respondents towards

retail outlet, it was found that 42% respondents experience was

good, 17% respondents experience was Excellent, 23% respondentsexperience was very good and 15% respondents experience was

poor, while 3% respondents experience was very poor in purchasing

from Retail outlet.



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FINDINGS

It was found in the study that major respondents preferred

both Retail mall and Retail outlet for shopping of products.

From the study, it was found that most respondent of like to

purchase Footwear, gifts, clothing from the Retail mall

because of certain extra benefits they get it. While they like to

purchase the products like White goods (fridge, washing

machine etc), Home entertainment products (TV, AV system)

from the Retail outlet.

It was found that most of respondents select retail mall for

shopping on the bases of location nearer to them, various

sales promotion scheme available at shopping point, Image of

shopping point, and service quality. Some respondents give

neutral response, but very few said these factors are least

important.

It was found that most of female respondents select retail

outlet as shopping point where shopping convenience is easy,

Availability of more variety, Service quality is good.

From the survey we can examine that Retail outlet was highly

preferred by the respondents for shopped because it is

located at convenient place than the retail outlet. Also

because they get additional services, variety of products at

Retail mall comparing to the Retail outlet.



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Retail outlet was highly preferred by the respondents for

shopped because there is less chances of being cheated,

available specific brand, also Complains are attend quickly

comparing to the Retail mall.

It was found from the study that many Female and youth

respondents indicate that the External appearance of

shopping point, Parking facility, Lighting inside, Interior colour

of shopping point as most important attribute for make

decision about choosing shopping point.

Many Businessman, housewives & profession respondents

indicate that cleanliness within store, Staff behavior, Range of

product available, Replacement facility, Acceptance of credit

card, Availability of other service like (water, trail rooms, etc)

most importance. While very few give least importance to it.

It was found that most of respondents experience of

purchasing from Retail Mall is very good and excellent. While

most of respondents experience of purchasing from Retail

outlet is good.



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CONCLUSION

After globalization whole world is become like one market. India

liberalized the foreign investment in Indias that, no. of foreign

companies invest in India. As a result, very stiff competition

prevailed in the market and it is difficult to survive in the market.

Now a day, there is very stiff competition between Retail mall and

retail outlet. Even Retail mall competes among them for survival

and profit.

In modern period, students and youth mostly upper class people

preferred to purchase from retail mall because of facilities andcomfort attract them for purchasing of products.

But on the other hand respondents also preferred Retail outlet store

for shopping because facilities they got from retail outlet like

replacement of product, complain attend quickly, branded products

and easy availability of the stores. From the study it was concluded

that Retail mall dominate Retail outlet.



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BIBLIOGAPHY

BOOKS:

Donald Cooper & Pamela Schindler Business Research

Methods 8th ed., Tata McGraw Hill,.

Philip Kotler, Kevin Lane Keller, Abraham Koshi & Mithileshwar

Jha Marketing Management, 12th ed., Pearson Education,

Websites:

business.mapsofindia.com/india-retail-industry/

business.mapsofindia.com/india-industry/retail.html

www.economywatch.com/business-and-economy/indian-retail-

industry.html

www.economywatch.com/business-and-economy/indian-retail-

industry.html

www.ibef.org/industry/retail.aspx

www.indiaretailshow.com/

www.indiaonestop.com/retailing.htm

www.sebi.gov.in/dp/pantaloon.pdf

http://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.ibef.org/industry/retail.aspxhttp://www.indiaretailshow.com/http://www.indiaonestop.com/retailing.htmhttp://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.economywatch.com/business-and-economy/indian-retail-industry.htmlhttp://www.ibef.org/industry/retail.aspxhttp://www.indiaretailshow.com/http://www.indiaonestop.com/retailing.htm


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QUESTIONNAIRE

OBJECTIVE: - I, Mr. Jenish Patel, studying M.B.A. in DBIM, VNSGU,Surat &am

Documents

Reatail Mall Culture