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CONTENTS
DESCRIPTION PAGE NO
Chapter 1EXECUTIVE SUMMARY 3-5
Chapter 2RESEARCH DESIGN
Objectives
Scope of the study
Limitations of the study
Research Methodology Review of literature
6-12
Chapter 3COMPANY PROFILE
About jubilant Group
Evolution of Jubilant Group
Company vision and mission
Company hierarchy
Product and services profile
13-22
Chapter 4Analysis of Data & Interpretation
Tables and Presentation of data
Conclusion from Analysis
23-58
Chapter 5Findings 59-64
Chapter 6Recommendations 65-67
Chapter 7Conclusions 68-70
APPENDICES
Questionnaire
71-75
Bibliography76
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LIST OF GRAPHS & CHARTS
1. Customer s monthly income
2. Customers visit Total Mall
3. Apart from Total Mall visit retail outlet
4. Purpose behind visiting Total Mall
5. Demand for other retail outlets in a mall
6. Products mostly purchased by customers
7. Expenditure pattern of customers coming
8. Time spent by customers in shopping
9. Comparison of footfalls in weekdays and weekends
10.Customers preference of timing to visit Total Mall
11.List of products and purchasing products on a unplanned basis
12.Brand preference of customers towards Total Mall
13.Comparison of brand preference on different product category
14.Mode of payment of customers towards Total Mall
15.Comparison of factors which encourages customers to come
16.Services of the sales personnel towards Total Mall
17.Parking space availability towards Total Mall
18.Customers preference towards More hypermarket
19.Comparison of Total Mall with More hypermarket
20.Comparison of Total Mall with others Organized retailers
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CHAPTER - 1
Executive summary
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Introduction
As customers tastes and preferences are changing, the market scenario is also changing from
time to time. Todays market scenario is very different from that of the market scenario
before 1990. There have been many factors responsible for the changing market scenario. It is
the changing tastes and preference of customer which has bought in a change in the market.
Income level of the people has changed; life styles and social class of people have completely
changed now than that of olden days. There has been a shift in the market demand in todays
world. Technology is one of the major factors which is responsible for this paradigm shift in
the mark. New generation people are no more dependent on heat market and far off
departmental stores. Today we can see a new era in market with the opening up of many
departmental stores, hyper market, shoppers stop, malls, branded retail outlets and specialty
stores. In todays world shopping is not any more tiresome work rather its a pleasant outing
phenomenon now.
My study is based on a survey done on customers of a hypermarket named Total Mall. Total
Mall is a new type of market which came into existence in Bangalore since 2005. It is a type
of market where various kinds of products are available under one roof. My study is on
determining the customer satisfaction levels towards Total Mall and the satisfaction level of
customers towards Total Mall. My study will find out the current status of Total Mall and
determine where it stands in the current market.
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This market field survey will help in knowing the present customers tastes and preferences. It
will help me in estimating the customers future needs, wants & demands.
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CHAPTER -2Research design
Objectives of the study
Scope of the study
Importance of the studyLimitations of the study
Research Methodology
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OBJECTIVES OF THE STUDY
a. To find out the customer satisfaction level of the customers coming in to Total
Mall in Sarjapure
b. To determine the current status of Total Mall.
c. To find out the customers response towards Total Mall.
d. To study the satisfaction level of customers in different attributes of Total
Mall.
e. To identify main competitors of Total Mall.
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Scope of Study
The scope of this research is to identify the customer satisfaction of Total Mall in
SARJAPURE area. This research is based on primary data and secondary data. Due to time
constraint only limited number of persons contacted. This study only focuses on urban
customer satisfaction because the research conducted in SARJAPURE area. The study does
not say anything about rural customer satisfaction level because rural norms/status/attitude &
acceptance of the rural customers differs with urban customers. The scope of research is
limited for SARJAPURE area. It provides help to further the research for organized retail
sector in SARJAPURE area. It aims to understand the skill of the company in the area like
technological advancement, competition in management.
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Importance of Study
The study shows customers satisfaction level pattern towards Total Mall in SARJAPURE
area. Its provide guideline for further research in SARJAPURE area for organized retail.
Research says about customer satisfaction level towards Total Mall in SARJAPURE area.
The research is also important to identify Market size, growth and Market Potential of Total
Mall in SARJAPURE area. The research shows future Scenario of Total Mall in current
perspective. The study shows Opportunities and challenges for Total Mall respect of internal
& external environment. Research says about main competitors in the field of organized retail
sectors. The study provide guideline to further extension of Total Mall in SARJAPURE area
.The study provide help to know the customers satisfaction with Total Mall stores.
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Limitations of study
Certain limitations do creep in a research study due to constraints of the time, money and
human efforts, the present study is also not free from certain limitation, which were
unavoidable.
Although all effort were taken to make the result of the work as accurate as possible as
survey but the survey have following constraints.
Some customers were not willing to give appointment due to their busy schedule.
Due to very large size of the population, only a selected sample of customer could be
contacted.
Due to time constraint and other imperative work load during the period it could not
be made possible to explore more area of concern pertaining to study.
Also impossible for company to prove information is confidential.
Due to fast pace of life, some customers were not able to do justification to the
questionnaire.
Personal biases might have come while answer the questionnaire.
As per company rule many information was not disclose as the manager are busy in
their daily schedule. It is not possible for us to spend more time in interaction with
them.
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Research Methodology
Technology, customers tastes and preferences play a vital role in todays generation.
Research Methodology is a set of various methods to be followed to find out various
information regarding market strata of different products. Research Methodology is required
in every industry for acquiring knowledge of their products.
Area of study:
The study is exclusively done in the area of marketing. It is a process requiring
care, sophistication, experience, business judgment, and imagination for which there can be
no mechanical substitutes.
Research Design -
Exploratory Research
Sampling Design:
Non Probability sampling- Convenience sampling
Sample Size:
150 Customers
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Data Collection: -
Data is collected from various customers through personal interaction. Specific
questionnaire is prepared for collecting data. Data is collected with more interaction and
formal discussion with different respondents. Some other relevant information collected
through secondary data
Tools of Analysis: -
The market survey about the techniques of marketing and nature of expenditure is
carried out by personally interacting with the potential customers towards Total Mall.
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CHAPTER-3
Theoretical Perspective:
ABOUT JUBLIENT GROUP
EVALUTION OF JUBLIENT RETAIL
COMPANY VISION AND MISSION
COMPANY HIERARKY
PRODUCT AND SERVICES PROFILE
Company Profile
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Jubilant group:
The Jubilant Group embarked on the journey of creating business leadership in its chosen
areas about two decades ago. The group has a strong presence in pharmacy, life sciences and
healthcare sector through its flagship company Jubilant Organizes and has the fastest growing
Dominos Pizza chain in India through Jubilant Food Works. The group is a laddering India
private sector player in oil and gas exploration and production business through Jubilant
Energy. Through a clutch of independent companies the group has a significant presence in
retail segment including Hypermarket and Automobiles. The group also offers a wide range
of marketing and technical services for international companies in the area of aviation, oil
and gas services, power and infrastructure services.
Jubilant identified the increased globalization of Indian economy and its first alignment with
international economic trends, adapted these changes and spread its wings to the outer world
and moved away from being industry oriented to sharing knowledge. Head quartered in India,
the group has built strong business in North America with significant investments over the
last decade. Through it various entities the group is engaged in business in over 60 countries
across the world.
The four core segments of jubilant group are:
Food and retail:
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Jubilant is present in Mall cum Hypermarket Retail format with the brand
name of TOTAL
Jubilant Retail is a Bangalore-based retail chain running state-of-the-art
hypermarkets and malls. Its hypermarket branded as TOTAL is designed on
the lines of international shopping malls and is a single-point store carrying
Apparel and Fashion Accessories, FMCG, Home needs, Consumer Durables
and IT, Fresh foods, Beverage, Non-Veg, Fruits and Vegetables, Bakery,
Jewelry products etc
The food and retail category of jubilant consists of Dominos pizza,
Monday 2 Sunday supermarkets and TOTAL hypermarkets and malls.
Dominos pizza:
Dominos pizza is the largest pizza chain in India with a mission to be the best
pizza delivery company.
Domino's Pizza India is the master franchisee for India, Sri Lanka,
Bangladesh and Nepal.
Domino's is the market leader with over 65 percent market share and over 100
outlets in 27 cities across India.
The company has been listed on the Indian bourses recently.
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Monday 2 Sunday:
The Company started five years ago when The Jubilant Group decided to get
into Food Retail.
The first Supermarket started in Koramangala (5000 sqft), followed by JP
Nagar (8000 sqft).
Total Hypermarket:
Launched first hypermarket in November-2006 when they decided to venture
into hypermarket concept.
First hypermarket is at Mysore road which is 1.3 lac square feet.
Second Hypermarket was launched on the 21st
of July 2007, Madiwala, which
is 1.8 lac square feet.
Third hypermarket was launched on February 14th
2008, Sarjapur road.
Fourth hypermarket was launched on November 2008 at Kemp fort, Old
airport road.
The Stores have an in-house bakery called Bakers Factory offering 75
varieties of confectionery items and more than 150 varieties of bakery items
both for retail and institutions.
They have contract farmers and poultries, who supply with fresh fruits and
vegetables and fresh non vegetarian to the stores.
They have a consolidation center at Hosakote, where basic and regular
vegetables come from their Collection Center at Nittur and are graded and
sorted before they are sent to the stores.
They have a Fresh Foods counter called GarmaGaram where they have a take
away counter.
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Pharmaceuticals, life sciences and healthcare:
Jubilant Organizes is an integrated pharmaceuticals and life sciences company. It is the
largest custom research and manufacturing services player and one of the leading drug
discoveries and development solution provider from India it is well positioned as an
outsourcing partner for the global pharmacy and life sciences companies.
Oil and gas exploration and production:
Jubilant energy is one of the leading companies in private sector engages in oil and gas
exploration and production (E&P) in India and overseas. it has collaborations with leading
global companies and currently operates 12 blocks -8 in India 3 in Yemen and 1 in Australia.
Services:
Jubilant Enpro, through its alliances with international companies, provides business,
marketing and technical support related to oil and gas services, power and infrastructures
services and aviation related services (sales/maintenance of aircrafts and helicopters).
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EVOLUTION OF JUBILANT RETAIL
Jubilant
spotted the
retail
opportunity in
11 years of
learning
Strategically
Superior
Locations
FESL formed by Amalgam &
M2S stores launched
M2S acquired by Jubilant in
Sep
2000. A turnover of Rs 27
Lakhs,
Jubilant opens 2 new M2S Outlets
@ Koramangala: May 2003
@ JP Nagar: October 2003Jubilant opens 3 new
hypermarkets
Jumbo Saver / Total
@ Mysore Road: Dec 2006/
Aug 2007
@ Madiwala: July 2007
Launched 4th Hypermarket-Feb
2008
KEMPFORT launched in Nov 2008
5th hypermarket- Mahadevpura
Hypermarket cum Mall -format of choice,
Growth,
Customer adoption
opportunity
1990
2000
2003
2007
2008
2011
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The 1st Supermarket started in Koramangala (5000 Sqft), followed by JP Nagar (8000
Sqft).
Then decided to venture into the Hypermarket (65,000 Sqft) and Mall (75,000 Sqft)
Concept and launched the first Hypermarket in November 2006 at Mysore Road
which is 1.3 lakh sq. ft.
2nd Hypermarket was launched on 21st
of July 2007, Madiwala, which is 1.8 Lakh
Sqft.
3rd hypermarket was launched on February 14th
2008, Sarjapura road.
4th hypermarket was launched on November 2008 at Kemp fort, Old airport road.
5th
hypermarket was launched on May 2011 at Mahadevpura
Vision
Mission
Company Hierarchy
Product Profile
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Vision:
Mission:
To understand ourCUSTOMER best, innovateand provide unparalleledlevels of valueandSERVICE, passionately
and consistently.
To be theLEADINGRETAILER
in South India,offering superiormerchandise and enhancedservices to our customers.
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COMPANY HIERARCHY
CEO
BOARD OF DIRECTORS
ChairmanMr. HariBhartia
Co-ChairmanMr. Shyam Sunder Bhartia
DirectorMr. ShamitBhartia
PROJECTS OPERATION FINANCE HR MARKETINGB & M
IT SUPPL
ADMINISTRATION
HYPERMARKET
SUPE
MALL
FOODS GENERALMERCHANDISE
FMCG PERISHABLE
APPARELS CDIT
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Products and services:
The ground floor is occupied by a plethora of brands under food, fashion,
technology & Healthcare segments, Caf Coffee Day, Wills Lifestyle, John
Players, Reebok, Adidas, Lilliput, & Spykar. And few Totals are coming up with
Adigas, KFC, Mc D, and Pizza Corner, Dominos, Kannapolis multiplex and
many more branded outlets.
The Total hypermarket contains each and every product which can be used by
customers for daily usage to life style product, vegetables to jewelry they have
Apparels, General Merchandise like plastics, Home Furnishing & Furniture,
Utensils, Vegetables Fruits & Non-veg food, Crockery, Cutlery, Sports & Toys,
Car Accessories, Stationary, Music CD, Electronic goods and The Stores have
an in-house bakery called Bakers Factory offering 75 varieties of
confectionery products and more than 150 varieties of bakery products both for
retail and institutions. Total have a Fresh Foods counter called GarmaGram
where they have a take away counter.
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CHAPTER -4
Analysis of data and interpretation
Data collection
Data analysis and interpretations
Data Collection
Data can be classified under two categories depending upon the sources utilized. These
categories are,
i) Primary data ii) Secondary data
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DATA COLLECTION:
Data is collected by using various methods. For the purpose of fulfilling the objective of
study and for completing the Research project Report, both primary and secondary data
collected.
PRIMARY SOURCES:
Questionnaire:
Keeping in view the objective of study a questionnaire (as given Annexure) was selected
there is Twenty in all. All questions are small in size and arranged logically. The language is
simple to understand.
Interview:
Information was also obtained by conversation with Customers .they was interviewed
personally.
SECONDARY DATA: The second information is taken from company document available
on websites
The other related journals information and industry associations sites have also been viewed.
SAMPLING DESIGN
In the backdrop of ob jec t ive se t , a sample s tudy conduc ted in Banga lore
in SARJAPURE.
SAMPLE SIZE: 150 CONSUMERS contacted during this research work. The nature of
sampling is NON PROBABITITYCONVINANCE SAMPLING helped in keeping the path
of research in focus throughout the work.
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Collection of the questionnaire
Sufficient time was given to the respondents to answer the questionnaire.
Problem faced while collecting and filling questionnaire
Some of the respondents were hesitant to answer the questionnaire.
Some respondents did not want to answer the questionnaire, so they left it unanswered.
Where the respondents did not find the relevant answer in his choice provided, they added
they added their own choice or left it unanswered.
Tabulation:
After all the questionnaires were collected back, the responses were tabulated.
Each answer of the respondent was tabulated to its respective category.
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ANALYSIS
I have done a market field survey on Total Mall. I have surveyed around 150 respondents of
Bangalore in SARJAPURE who come to visit Total Mall. A specific questionnaire is
prepared for the customers and data is obtained from them by moving around Total Mall and
personally interacting with them. The customers gave me valuable information regarding
their consumption pattern towards Total Mall. I collected all those information and a proper
analysis is done.
All the analysis and its interpretations are discussed below. Each of the analysis is done as
per the information obtained from the customers and a serious interpretation has been done to
best of my effort.
TABLE 1: Customer s monthly income
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CHART1:representing Customers monthly income
Analysis:The above diagram shows the distribution of income level of customers coming
in to Total Mall. Among the 150 respondents 50% of customers are of middle income level
that is between Rs10000 40000 per month. Least number of customers visiting Total Mall
are the higher income level people (> Rs.60000 pm) that constitute only 5%. The lower
income level of people coming to Total Mall constitutes of 20%. 25% of people belong to no
income group which mostly consists of students
Higher income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%
INCOME GROUP
5%
50%
20%
25% Higher IncomeGroup (> Rs.60000)
Middle IncomeGroup (Rs. 40000-60000)
Lower IncomeGroup (Rs.10000-40000)
No Income Group(< Rs.10000)
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Interpretation:Total Mall is the hub of shopping for middle level income group people
because of its reasonable price on its each product category. The higher level income group
people dont prefer to do shopping towards Total Mall as it doesnt deal with branded
products. The higher level income group people are very status conscious and their
psychology is such type that they dont prefer much to visit Total Mall as it is a discounted
store. The lower income group people come in to Total Mall as they get goods at a discounted
price. Hence Total Mall should include branded products in its product category which will
encourage higher income group people to come in to Total Mall. Probably not much of lower
income group people come to Total Mall as they dont like to have any shopping experience
rather they just go for nearby store where they can get their necessity goods. Even they
purchase goods on a regular basis on a small quantity. So they dont have much interest to
come to Total Mall and do shopping.
TABLE 2:Customer visit to Total Mall
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CHART 2:representing Customer visit to Total Mall
Analysis: The above diagram shows the Customer visits to Total mall among the 150
respondents in that 29% of customers are visits weekly basis. 34% of customers visit on
29%
34%
23%
14%
Sales
Weekly Monthly Quarterly On a unplanned basis
Weekly 29%
Monthly 34%
Quarterly 23%
On unplanned basis 14%
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monthly basis. 23% of customers are visits on quarterly once in a year. And 14% of
customers visit on unplanned basis
Interpretation: From this I interpret that towards Total Mall 34% customers visit
monthly, 29% customer visit weekly 23% customers visit quarterly and 14% customers visit
on planned basis , it means mostly customers visit weekly and monthly basis for purchase
their requirements.
TABLE 3:Apart from Total Mall visit retail outlet
CHART 3:representing apart from the Total Mall
Yes 64%
No 36%
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Analysis:The above diagram shows thevisit to apart from Total Mall retail outlet among
the 150 respondent 64% of customers visits other than the Total Mall.36% of customers not
visit other mall than the Total Mall
Interpretation:From this I interpret that 64% customers of Total Mall visit other retail
stores for their requirements and 36% customers of Total Mall generally do not visit other
retail stores. It shows that customers satisfaction level is more towards Total Mall.
TABLE 4:Purpose behind visiting Total Mall
Shopping 60%
Outing 10%
Both 30%
CHART 4:representing Purpose behind Visiting Total Mall
64%
36%
0%
10%
20%
30%
40%
50%
60%
70%
yes no
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Analysis: Out of the 150 respondents 60% of respondents visit Total Mall for shopping,
10% for outing and 30% visit Total Mall for both the purposes.
Interpretation: From this I interpret that Total Mall is purely a shopping complex but
it also facilitates a certain kind of ambience and decorum to the people that they also visit it
for the purpose of outing. The infrastructure and ambience of Total Mall is so that people
even like to go there even also they dont have to purchase anything. People enjoy doing
shopping towards Total Mall. This is very nice for it as often customers.
TABLE 5:Demand for other retail outlets in Total mall
Garment Outlet 65%
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CHART 5:representing demand for other outlets in Total Mall
Analysis:The above graph shows that 65% of people visit garment outlet in a mall other
than that of Total Mall. 30% of people also prefer to visit food court in a mall other than
Footwear Outlet 20%
Food Court 30%
Entertainment 20%
Gift Corner 10%
Jewelers and Watches Store 10%
0%
10%
20%
30%
40%
50%
60%
70%
GarmentOutlet
FootwearOutlet
FoodCourt
Entertainment
GiftCorner
Jewelleryand
WatchesStore
Series1
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Total Mall. 20% of the people go to footwear outlet in a mall other than Total Mall. 20% of
people also go to mall for entertainment purpose. Some people that are 10% each also visit
gift corner store and jewelers & watches store in a mall other than Total Mall.
Interpretation: From this analysis I come to know that most of the people tend to visit
garment outlets in a mall other than Total Mall as it has some exclusive branded outlets.
People also go for footwear stores as malls have branded footwear stores in it. People go for
watching movies to mall for entertainment. Yet a few people visits gift corners and jewelers
stores in a mall. This is of course a threat for Total Mall that it is not able to attract customers
from other retail outlets and retain them with it. Total Mall should definitely include more of
branded products in its product category in order to bring in the customers of mall to it and
retain them with it. It can include some of the exclusive branded outlets of cloths and
jewelers in it in order to attract the brand choosy customers.
TABLE 6:Products mostly purchased by customers towardsTotal Mall
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Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
CHART6: representing products mostly purchased by customers towards
Total Mall
Analysis: This chart clearly indicates that the demand for grocery that is 70% is highest
by the customers followed by clothes rated 60%. The next highest demand is for food items
that is 50%. 25% demand is for leather items towards Total Mall. Electronic items hold 15%
0% 20% 40% 60% 80%
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Series1
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of demand and gift items and other items has a demand of only 10% by the customers of
Total Mall.
Interpretation: From this analysis I interpret that customers demand are high for
grocery and clothes followed by food items towards Total Mall. Electronic items have a little
demand by the customers. Gift items and other items are not much in demand by the
customers. I can interpret that clothes, grocery and food items are the major products which
hold maximum number of customers. So Total Mall should maintain its low pricing and
product quality to keep hold of the customers and also it should keep more qualitative
products of gift and leather items so that people would go for more purchase of these items
from it. Total Mall has many local branded products of grocery and cloths and it is
successfully selling it. It should also include branded products so that more sales can take
place.
TABLE 7:Expenditure pattern of customers coming in Total
Below Rs.500 /single visit 11%
500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%
CHART 7:representing expenditure pattern of customers in Total
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Analysis: We can clearly see from this graph that majority of the customers spend a lot
towards Total Mall that is 29% of people spend more than Rs2000 in a single visit to Total
Mall. Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs 1500-
2000 respectively in a visit to Total Mall.16% of people spend Rs 500-1000 and only 11% of
customers are there who spends less than Rs500 in their visit to Total Mall.
Interpretation: From this I interpret that most of the customers purchase goods in bulk
which leads them to spend a lot. Volume sales are high towards Total Mall. Customers tend
to purchase more goods from Total Mall as it provides goods at a discounted rate. Probably
those persons who spend more in a visit to Total Mall are purchasing on a monthly basis.
Those customers who are spending very less money that is below Rs 500 are mostly coming
in just to move around Total Mall and spend time. In the process they used to spend money
on food items and also purchase some products while roaming in it. Impulse customer
satisfaction comes in to play to a large extent. More discounts shall be provided to a person
who does bulk purchase. This will encourage people to purchase more products.
TABLE 8: Time spent by customers in shopping towards TotalMall
Less than half an hour 10%
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CHART 8: representing time spent by customers in shopping towards
Total Mall
0%
5%
10%
15%
20%
25%
30%
35%
Less than half an hourHalf an hour to 1 hour1 hour to 1 1/2 hours1 1/2 hours to 2 hoursMore than 2 hours
10%
15%
35%
22%18%
Series 1
Half an hour to 1 hour 15%
1 hour to 2 hour 22%
More than 2 hour 18%
1 hour to 1 hour 35%
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Analysis: People spend a lot of time in shopping towards Total Mall. Majority of the
respondents (35%) said that they spend at least 1 hour to 1 hours towards Total Mall. 22%
respondents also said that they spend 1 hours to 2 hours in their visit to Total Mall. Only
10% of people said that they spend very little time that is less than half an hour towards Total
Mall.
Interpretation: As per the given data I interpret that customers are very product choosy
now a days and thats why they spend a lot of time in shopping towards Total Mall. Probably
customers might even be spending more time towards Total Mall as it provides a very nice
ambience and atmosphere for the people to shop in. Hence those persons who spend half an
hour or less than half an hour towards Total Mall are those persons who just come to
purchase limited products and come only because of low pricing of products. People also
spend much time in it but purchase very few goods. The sales personnel should focus on the
people who take long time in shopping and purchases a lot and provide special kind of
service to them as they are the major customers.
TABLE 9:Comparison of footfalls in weekdays and weekends
CHART 9:representing comparison of footfalls in weekdays and weekends
Weeks days 40%
Weekends 60%
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Analysis: The above graph shows that more number of people comes to Total Mall in
weekends than that of week days .40% of people visits Total Mall in weekdays where as 60%
of people visit Total Mall in weekends.
Interpretation: I can clearly interpret from this that most of the people tend to visit
Total Mall in weekends rather than that of week days. There are more footfalls towards Total
Mall in weekends than that of week days. Though there is not much difference as 40% of
people visit Total Mall in week days hence in weekends the footfalls SARJAPURE raises by
10%. As people come more in weekends, so Total Mall should keep it open for more time in
weekends. The infrastructure can be changed a bit in weekends so that customers can see
more products clearly and can move around comfortably. In order to bring in more number of
customers in week days Total Mall should provide some schemes in week days which will
encourage people to come in to it in week days also. Hence the crowd is more in weekends
and Total Mall should avail more parking spaces for its customers in weekends. It can make
some temporary arrangement for parking every weekend. It should not spend much money in
advertising and displaying of products in weekdays rather it should advertise and display
products more in weekends as more number of people comes in weekends.
TABLE 10:Customers preference of timing to visit Total Mall
FOOTFALLS
40%
60%
Weeks days
Weekends
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CHART 10: representing customers preference of timing to visit total
Mall
Analysis: The above pie chart shows that most of the people prefer to visit Total Mall in
evening time than that of the day time. Only 25% of people tend to visit Total Mall during
day time while 75% of people tend to visit Total Mall during after noon time.
8%
17%
35%
40%10 A.M - 1 P.M
1 P.M
3 P.M3 P.M 6 P.M
6 P.M 10 P.M
10 A.M - 1 P.M 8%
1 P.M 3 P.M 17%
3 P.M 6 P.M 35%
6 P.M 10 P.M 40%
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Interpretation: From the above analysis I interpret that evening time is the peak time
for Total Mall and day time is the off peak time for Total Mall. There is more number of
people found towards Total Mall during evening time than that of day time. Probably more of
products are being sold during evening time towards Total Mall than that of day time. Total
Mall shall provide some special offerings during day time so that more people should come
in during day time. It could offer some special kind of product in daytime which will be not
available during evening time. In this way it will bring in more number of people during day
time for getting the special kind of products but along with that it will be able to sale other
products as people do a lot of impulse buying at Total Mall
TABLE 11: Comparison of customers purchasing with planned list of
products and purchasing products on unplanned basis
CHART 11:representing comparison of customers purchasing pattern
Yes 50%
NO 40%
Ever 10%
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Analysis: As shown in the graph out of my total respondents of 150, 50% of customers
come to Total Mall with a planned list of products. 40% of people come in to Total Mall
without any planned list of products to be purchased from Total Mall.
Interpretation: As per the data obtained from the customers of Total Mall I interpret
that most of the customers comes in to Total Mall with a planned list of products. Few
customers come to Total Mall without any planned list of products and purchases products
depending on their selection. These people basically come to the mall and hence get in to
Total Mall. Depending on the product category and brand and quality of products they
purchases goods. Some couples come to mall and go to food bazaar to have food together and
to have chit chat among them. The customer who comes with a planned list of products
purchases more products than that of the customers who comes without any planned list of
products. So Total Mall should provide more variety and essential goods so that more number
of people should come in with a planned list of products.
50%
40%
10%
yes
no
ever
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TABLE 12:Brand preference of customers towards Total Mall
Yes 10%
No 50%
Depends on category 40%
CHART 12:representing brand preference of customers towards Total
Analysis:As seen in the above chart it is clearly known that only 10% of people come in
to Total Mall with a list of brands in advance. 50% of people completely deny that they dont
prepare in list of brand in advance. 40% of people told that they prepare a list of brand
depending on the product category.
BRAND PREFERENCE
10%
50%
40%
Yes
No
Depends oncategory
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Interpretation: From this I interpret that customers dont opt for much brand
preference while purchasing products towards Total Mall. A few customers search for brands
but depending on the product category. Customers probably dont decide for brands on
products as there are not much of known branded products available at Total Mall. On
product categories like grocery and clothes, Total Mall has many local branded products.
Customers purchase a lot of these as its cheap in price even though its quality is not so good.
As most of the customers belong to lower class and middle class people, they purchase those
local branded products as it gives them value for money. Different products of the same
category have different prices. Quality of products varies with the price. This enables
customization of products for various types of customers. Customers search for brands
mostly in apparel section. Some customers also pre decides the brand on the local
manufactured grocery and food products of Total Mall. Total Mall should include more of the
branded products in its each category so that customers have more options to choose among
the brands. This will bring in more number of people to Total Mall which will definitely
SARJAPURE raise the sales.
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TABLE 13:Comparison of brand preference on different product category
CHART 13: representing comparison of brand preference on different
product category
0%
5%
10%
15%20%
25%
30%
35%
40%
45%
Cloths
Leath
erItem
Electro
nicItem
s
Groc
ery
GiftIte
ms
AnyO
ther
Item
Series1
Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%
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Analysis: This graph shows that cloths and grocery are the only two items on which
customers mostly prefer the brands that is 40% each. 33% brand preference is on gift items
and 25% is on electronic items. Brand preference on leather items is 2% and 12% on any
other item.
Interpretation: From this I interpret that some of the products brand are pre decided in
advance and for some of the products customers dont at all pre decide any brand. As per
electronic goods are concerned customers pre decide the brand as many branded electronic
products are available towards Total Mall. The customers pre decides brands on cloths and
grocery most as Total Mall produces much of local brands and also have some well known
branded products of clothes with it like flying machine jeans.
TABLE 14:Mode of payment of customers towards Total Mall
Cash Payment 55%
Credit Card 19%
Debit Card 26%
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CHART 14:representing Mode of payment towards Total Mall
Analysis: As per my study is concerned, out of the total respondents 55% of people make
cash payment towards Total Mall. 19% of them uses credit card as their mode of payment
and 26% of the people makes payment towards Total Mall through their debit card.
Interpretation:As per the obtained data I interpret that more number of people makes
cash payment towards Total Mall. A fraction of people uses their credit card for payment
towards Total Mall and a very few people uses their debit card for payment. I can interpret
that quick exchange of money for goods is done towards Total Mall as most of the people
mode of payment is cash payment. Hence sometimes Total Mall has to wait for a short time
period as some of the customers make their payment through credit and debit card
55%
19%
26%
Sales
Cash Payment
Credit Card
Debit Card
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TABLE 15:Comparison of factors which encourages customers to come in
to Total Mall
CHART 15:representing factors which encourages to visit Total Mall
Analysis:People are mostly encouraged to come to Total Mall because of its cheap price
and availability of variety of products. Around 65% of the total respondent said they are
mostly encouraged to come to Total Mall as it has variety options. Even most of the
customers said that they get goods there in a discounted price and so they come in to it. Many
0%
10%
20%
30%
40%
50%
60%
70%
Price Service Ambience Product
Variety
Product
Quality
Convenience
60%
40%
50%
65%
20%
35%
Price 60%
Service 40%
Ambience 50%
Product Variety 65%
Product Quality 20%
Convenience 35%
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customers also said that they feel good about the service and ambience provided by Total
Mall. Around 35% of customers also said that convenience is also another factor which leads
them to come to Total Mall. Product quality is rated at very low that is only 20% which
encourages the customers to come to Total Mall.
Interpretation:From this analysis I interpret that Total Mall is a well known for its
variety options. People mostly come to Total Mall as they get various kinds of products under
one roof. It is also clearly known that Total Mall sales its goods at a discounted price as
compared to the market. Even it provides a good service and ambience to its customers who
encourage them to visit Total Mall more and more times. I can also interpret from this that
Total Mall has located itself in a good place from where it is able to attract customers. As a
hypermarket which is to be located far off the city, Total Mall has located itself in a good
place from where it is convenient for people to visit Total Mall. Total Mall should try and
produce more qualitative products so that customers can get more satisfaction and would
never think of not doing shopping towards Total Mall.
TABLE 16:Services of the sales personnel towards Total Mall
Very good 17%
Good 29%
Ok 36%
Poor 13%
Very poor 5%
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CHART 16:representing sales personnel towards Total Mall
Analysis: The above diagram shows the quality of service provided by the Total Mall
towards the customers among the 150 respondent 17% of customer felt very good. 29% good,
36% of customer felt ok. 13% of felt poor and 5% of felt very poor
Interpretation: From this I interpret that 36% customers realize service of sale
personnel towards Total Mall is OK, 29% realize good, 17% realize Very Good, 13% realize
Poor and 5% customers is very dissatisfied with sales personnels towards Total Mall.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Very good Good Ok Poor Very poor
17%
29%
36%
13%
5%
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TABLE 17:Parking space availability towards Total Mal
CHART 17:representing availability of parking space towards Total Mall
AVAILABILITY OF PARKING SPACE
45%
45%
10%
Less thanadequate
Adequate
More thanadequate
Less than adequate 45%
Adequate 45%
More than adequate 10%
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Analysis: As it is shown in pie chart most of the people say Total Mall does not provide
adequate parking space. Equal number of people also says that adequate space is provided for
parking Total Mall. Only 10% of people say that more than adequate space is available for
parking towards Total Mall.
Interpretation: Analyzing the above data, I interpret that customers are not satisfied
with the parking space availability provided by Total Mall. Hence its a threat forTotal Mall
as it may lose its customers because of less parking space availability. Even though many
customers say adequate space is available for parking towards Total Mall but also it is a
threat for Total Mall as it is seen more number of people are expected to come in to Total
Mall. In holidays probably it will be very difficult for customers to park their vehicle towards
Total Mall.
TABLE 18: Customers preference towards More hyper market
Yes 65%
No 35%
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CHART18: representing customers preference towards more hyper
market
Analysis: Out of my total respondent of 150 customers, 65% of them say they go to their
nearby more hyper market and 35% said that they dont at all go to any more hyper market.
This shows that majority of people go to more hyper market even though they visit Total
Mall. But some customers are there who never goes to any more hyper market.
Interpretation: As per the given data I analyze that most number of people tend to
purchase goods from nearby More hyper market even if they come to Total Mall. I can
conclude from this that a more hyper market is a competitor of Total Mall. Some customers
never go for shopping in more hyper market as of it does not have much variety option
available with it. Probably they are more interested in having a shopping experience rather
than to just go and purchase goods from more hyper market.
65%
35%
yes
no
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TABLE 19:Comparison of Total Mall with More hypermarket
shopping Price Service Variety Quality Convenience Experience Ambience
Total Mall 70% 50% 100% 40% 25% 90% 95%
More hyper
market
30% 50% 0% 60% 75% 10% 5%
CHART 19: representing comparison of Total Mall with More hyper
market
Analysis:The above graph shows the comparison of different factors between Total Mall
and a nearby more hyper market. 70% of people say Total Mall provides goods at a cheaper
70
50
100
4025
90 95
3050
0
6075
10 50
20
40
60
80
100
120
Price Service Variety Quality Convenience
ShoppingExperience
Ambience
Total Mall
More Hyper
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price as compared to that of a more hyper market. 50% of people say Total Mall provides
better service and another 50% of them say more hyper market provides better service. Each
and every customer that is 100% agrees that there is more variety of products available at
Total Mall than that of More hyper market. As per quality of goods is concerned 60% of the
customer say More hyper market provides better qualitative products while 40% of the
customers say Total Mall also provides qualitative products. 75% people say it is more
convenient for them to go to a more hyper market while 25% of them say going to Total Mall
is more convenient for them. 90% of respondents said it is a good shopping experience at
Total Mall while 105 of them said that they also have a good shopping experience at more
hyper market. As per ambience is concerned 95% of customers said Total Mall provides
much nice ambience than Total Mall while 5% of them said that ambience provided by More
hyper market is also equivalent to that of Total Mall.
Interpretation:I interpreted from this that a more hyper market is one of the competitor
of Total Mall. It is a threat for Total Mall as some of the attributes of a more hyper market
provides more satisfaction to customers. Total Mall should try to improve on each of its
attributes and out compete the more hyper market so that it can convert the customers of
more hyper market to be the customers of Total Mall.
TABLE 20: Comparison of Total Mall with others Organized retailers
based on following points
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shopping Price Service Variety Quality Convenience Experience Ambience
Total Mall 45% 50% 55% 52% 54% 46% 58%
O. Org.
Retails
55% 50% 45% 48% 46% 54% 42%
CHART 20: representing comparison of Total Mall with other organized
retail shops
Analysis:The above diagram shows the comparison of Total Mall between other organized
retail outlets among the 150 respondents in that 45% of customers say Total Mall price is
more than the other outlets while 55% of people said they are not impressed with the price
0
10
20
30
40
50
60
70
Total Mall
Other Outlets
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factor. 50% of people say they provide better service like other retail outlets. 55% of people
say they are happy with variety of goods and services available at Total Mall while 45% of
not happy with the service provided by the Total Mall. 52 % of people agree with the quality
of products while 48% people said they would not agree with the quality of the products.
54% of people say it more convenient for them to visit Total Mall rather than the other
outlets. 46% of people said good shopping experience while 54% of people say that other
outlets are more than the Total Mall.58% of people said that they like ambience at Total Mall
while 42% of respondent not much like ambience at the Total Mall.
Interpretation: I interpreted from this that other organized stores is another competitors
of Total Mall. It is a threat for Total Mall as some of the attributes of other organized stores
provides more satisfaction to customers. Total Mall should try to improve on each of its
attributes and out compete the other organized stores.
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CHAPTER-5
Findings
SWOT Analysis:
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SWOT Analysis is a method used to evaluate the Strengths, Weakness, Opportunities and
Threats for a business concern. It involves identifying the internal and external factors that are
favorable and unfavorable to that particular business concern.
The internal factors may be viewed as strengths or weaknesses depending on their impact on
the organizations objectives. What may represent strengths with respect to one objective may
be weaknesses for another objective. The factors may include personnel, finance,
manufacturing capabilities, and so on. The external factors may include macroeconomic
matters, technological change, legislation, and socio-cultural changes, as well as changes in the
marketplace or competitive position. The results are often represented in form of a matrix.
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The SWOT Analysis is as follows:
Strengths:
TOTAL has the highest brand equity in market; known for its aggressive pricing
and best value for money
There is a set of loyal customers to TOTAL; there are high percentage of customers
who comes to TOTAL more than once in a month
TOTAL also scores among its peers in terms of the space of each of the property;
each property is around 150,000 square feet. This enable the consumer for a hassle
free shopping
Also the space advantage enables TOTAL to merchandise an array of products at
one single stop point
TOTAL is one of the highest spender in marketing(advertisements)
TOTAL enjoys the best relation with vendors because of the flexibility it offers to
the vendors (because of a lien organization and regional approach). This makes
TOTAL to get best inputs (margins, trade discounts, extended credit, preference in
offer stocks, etc)
Weakness:
TOTAL is a regional player; this makes in certain cases to get discriminated
treatments from stakeholders
High attrition rate and untrained manpower; being in service industry having well
trained manpower is very critical
Lack of well defined processes; currently TOTAL has only 5 stores, able to manage
without a well laid process. When it expands a well laid down process is very
important
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Opportunities:
Indian organized retail is still at 4% to 5% of countrys retail market. There is
enormous growth left unexplored.
With the growing GDP, double income families, changing consumer behavior
organized retail is bound to grow
Recent governments policy change of allowing 51% FDI in retail
Threats:
Increase in competition; leading global players like Wall mart, Carrefour are to enter
into India who have the rich experience of Retail worldwide
Adoptability of so called mom & pop stores to compete with organized retail
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FINDINGS
Most of the customers buy their requirement towards Total Mall on the basis of
Weekly and monthly basis. Customers realized that Total Mall stores provide
qualitative products/service with reasonable price.
At present time Total Mall provide different types of product assortments to the
customers.
Continuously opening of Total Mall chains in different major cities, SARJAPURE
raising quantities of the customers & profit show that Total Mall most accepted name
in organized retail chain in India.
Total Mall mainly deals with middle income group people who want qualitative
product with reasonable cost.
Total Mall has a good reputation of itself in the market.
Total Mall has positioned itself in the market as a discounted store.
Total Mall holds a huge customer base. The majority of customers belong to middle
class family.
Impulse customer satisfaction comes in to play most of the times towards Total Mall.
There are more than 50 Total Malls in different cities of India; it seems that there is a
vast growth of Total Mall lying as customers demand is SARJAPURE raising for
Total Malls.
Total Mall is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewelers,
crockery, decorative items, sport items, chocolates and many more. It competes with
all the specialty stores of different products which provide goods at a discounted rate
all through the year.
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The major players in retail industries are Total Mall, Total Mall, The Tata Groups
(Croma) Reliance Retail, More hyper market & Star Bazaar etc.
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CHAPTER-6
Recommendations
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SUGGESTIONS
Total Mall should include more of branded products its product category so as to
attract the brand choosy people to come in to Total Mall.
Total Mall should provide large parking space for its customers so that they can easily
park their vehicles.
It should make different cash counters for different customers. Cash counter and
credit card payment counter should be placed differently in order to reduce the rush
and save the customers time. This will be a kind of motivator for the customers of
Total Mall.
The service of the sales person is needed to be improved. Personal care should be
taken by the sales person for the customers so that the customers feel good.
During the off peak hours Total Mall should provide some offers to its customers so
that people would be encouraged to come to Total Mall during off peak hours. The
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customers who are present in the mall during the off peak hours of Total Mall will
definitely go in to Total Mall if surprise offers are made at that time.
Customer care department is needed to take proper care of customer complaints and
queries. The person sitting at the help desk of Total Mall should be able to provide all
necessary information to the customers whenever it is required.
The infrastructure is needed to be changed a bit during weekends as heavy crowd
comes in to Total Mall during those days.
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CHAPTER-7
Conclusion
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ConclusionTotal Mall is a major shopping complex for todays customers. It is a place where customers
find variety of products at a reasonable price. Total Mall has a good reputation of itself in the
market. It has positioned itself in the market as a discounted store. It holds a huge customer
base. The majority of customers belong to middle class family. The youth generation also
likes shopping and moving around Total Mall. Volume sales always take place towards Total
Mall. Impulse customer satisfaction comes in to play most of the times towards Total Mall.
Total Mall is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewelers, crockery, decorative
items, sport items, chocolates and many more. It competes with all the specialty stores of
different products which provide goods at a discounted rate all through the year. It holds a
large customer base and it seemed from the study that the customers are quite satisfied with
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Total Mall. As of now there are 34 Total Malls in different cities of India, it seems that there
is a vast growth of Total Mall lying as customers demand is SARJAPURE raising for Total
Malls.
Total Mall is a hypermarket store where varieties of products are being sold on different
product category. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas all are available under one
roof. In Bangalore it is the middle class people who mostly do marketing from Total Mall.
Even most of the people do their monthly shopping from Total Mall. People not only visit
Total Mall to do shopping but also visit for outing purpose as it provides a very nice
ambience to its customers. As people go to malls they just tend to move around Total Mall
whether it is for shopping purpose or for outing purpose. Grocery, apparels and food items
are the products which are demanded most by the customers of Bangalore towards Total
Mall. The major drawback of Total Mall is that it lacks in providing enough parking space for
its customers. This may discourage the customers to come to Total Mall and shop as they
face difficulty in parking their vehicles. Even though some customers say that they dont feel
problem in parking their vehicle, it is because of the parking space available to them by the
mall. As it is surveyed it seems that the biggest competitors of Total Mall are the more hyper
market, discounted specialty stores like De mart, Total Mall, Hyper city, The Tata Groups
(Croma), Reliance Retail, & Star Bazaar etc.
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ANNEXURE(S)
Questionnaire
PART-1
1. Name: -
2. Age: -
3. Gender: -4. Address: -
5. Qualification: -
6. Profession: -
7. Ph.
8. Whats your monthly income?
a) Below 10,000
b) 20,00040,000
c) 40,00060,000
d) More than 60,000
PART-2
1. How frequently do you visit Total Mall?
a) Weekly
b) Monthly
c) Quarterly
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d) On unplanned basis
2. Apart from Total Mall do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
3. If yes then what are the other retail outlets do you intend to visit in a mall?
a. Garment Outlet
b. Footwear Outlet
c. Food Court
d. Entertainment
e. Gift Corner
f. Jewelers and Watches store
4. What is the purpose behind visiting Total Mall?
e) Shopping
f) Outing
g) Others
5. What type of products do you mostly purchase towards Total Mall?
a. Cloths
b. Grocery
c. Food Item
d. Leather Item
e. Electronic Item
f. Gift Item
g. Any other Item
6. On an average how much amount of money do you spend in a visit to Total Mall?
a. Below 500
b. 5001000
c. 10001500
d. 15002000
e. More than 2000
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7. How much time do you spend in a visit to Total Mall?
a. Less than half an hour
b. Half an hour to 1 hour
c. 1 hour to 1 hours
d. 1 hours to 2 hours
e. More than 2 hours
8. Which days of the week do you prefer to visit Total Mall?
a. Week days
b. Weekends
9. Which time of the day do you mostly prefer to visit Total Mall?
a. 10am1pm
b. 1pm - 3pm
c. 3pm-6pm
d. 6pm10pm
10. Do you go with a planned list of products to be purchased from Total Mall?
a) Yes b) No c) some time
11. Do you prepare a list of brands in advance when you visit to Total Mall?
a) Yes b) No c) Depends on category
12. In which categories of products do you pre-decide the brands?
a) Cloths
b) Leather Items
c) Electronic Items
d) Grocery
e) Gift Items
f) Any other Item
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13. What is your mode of payment towards Total Mall?
a) Cash payment b) Credit Card c) Debit Card
14.What encourages you to visit Total Mall?
a. Price
b. Service
c. Ambience
c. Product Variety
d. Product Quality
e. Convenience
15.How would you rate the services of the sales personnel towards Total Mall on a 15
scale?
a. Very good
b. Good
c. Ok
d. Poor
e. Very poor
16.How is the parking space availability towards Total Mall?
a) Less than adequate
b) Adequate
c) More than adequate
17.Do you go to more hyper market?
a) Yes b) No
18.Compare your nearest more hyper market with Total Mall.
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I. More hyper market a) Price II. Total Mall
I. More hyper market b) Service II. Total Mall
I. More hyper market c) variety II. Total Mall
I. More hyper market d) Quality II. Total Mall
I. More hyper market e) Convenience II. Total Mall
I. More hyper market f) Shopping experience II. Total Mall
I. More hyper market g) Ambience I. Total Mall
19.Compare others organized retail stores with Total Mall on the following parameters.
I. Total Mall a) Price II. Others Organized Retailer
I. Total Mall b) Service II. Others Organized Retailer
I. Total Mall c) Variety II. Others Organized Retailer
I. Total Mall d) Quality II. Others Organized Retailer
I. Total Mall e) Convenience II. Others Organized Retailer
I. Total Mall f) Shopping experience II. Others Organized Retailer
I. Total Mall g) Ambience II. Others Organized Retailer
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THANKING YOU
Bibliography
BOOKS
Kotler Philip, marketing management, (Pearson education, 12th edition)
Malhotra K. Naresh, marketing research (An applied orientation), Research design,
(Prentice hall of India pvt. 5th
edition)
Berman B and Evans J.R, Retail Management (Pearson education, 10th
edition)
Newman A.J. and Cullen P, Retailing, Environment and operations
INTERNET WEB PAGE
TotalMall.co.in
Organizedretail.co.in
Retail seminar. In
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Retailing.co.in
Google.com
Wikipedia.org
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