consumer perception and brand awareness

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By: Aritro RayRoll no. 128

12-Dec-10 1



` Retailing and its evolution` Industry Background` Company Profile of Future Group` Pantaloon Retail India Ltd.

` Central Mall, Gurgaon` Objective of the study` Research Methodology` Observation and Analysis` Major Limitations of the study` Findings and Conclusion` Recommendations` References

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` Retailing is all the activities involved in selling goods and servicesdirectly to final consumers for their personal, non-business use.

` Traditionally retailing in India can be traced to The emergence of the neighborhood µKirana¶ stores

catering to the convenience of the consumers Era of government support for rural retail: Indigenous

franchise model of store chains run by Khadi & VillageIndustries Commission.

` 1980s experienced slow change as India began to open upeconomy.

` Emergence of hyper and super markets trying to provide customer

with 3 V¶s - Value, Variety and Volume.

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Traditionally 3 factors have plagued the retail industry:

Unorganized : Vast majority of the twelve million stores aresmall "father and son" outlets.

Fragmented : Mostly small individually owned businesses,average size of outlet equals 50 s.q. ft. Though India has thehighest number of retail outlets per capita in the world, the retailspace per capita at 2 s.q. ft per person is amongst the lowest.

Rural bias: Nearly two thirds of the stores are located in ruralareas.

12-Dec-10 4



` Emergence of discount stores: They are expected to spearheadthe organized retailing revolution. Stores trying to emulate the modelof Wal-Mart. Ex. Big Bazaar, Bombay Bazaar, RPG¶s Spencer.

`

Unorganized retailing is getting organized: To meet thechallenges of organized retailing such as large cineplexes, andmalls, which are backed by the corporate house such as 'Ansals'and 'PVRµ, the unorganized sector is getting organized. 25 stores inDelhi under the banner of Provision mart are joining hands tocombine monthly buying. Bombay Bazaar and Efoodmart are

aggregations of Kiranas.

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` Multiple drivers leading to a consumption boom: Favorable demographics Growth in income Increasing population of earning women Raising aspirations : Value added goods sales

` Food and apparel retailing are key drivers of growth.

` IT is a tool that has been used by retailers ranging from Amazon.com to eBay to radically change buying behavior acrossthe globe.

` Companies using their own web portal or tie-sups with horizontalplayers like Rediff.com and Indiatimes.com to offer products on theweb.

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` Retailing is emerging as one of the fastest growingsectors in India and is presently largest employer after agriculture.

` Retailing is one of the pillars of the Indian economy.

` Retail industry is divided into organized and unorganizedsectors. Organized retailing in India is projected to growat the rate of 25-30% p.a., is estimated to grow from the

US $427billion in 2010 to US $ 637 billion by 2015.

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` Type: - Private Conglomerate

` Founded: - Mumbai, India (1994)

` Founder(s):- Kishore Biyani

` Headquarters: - Mumbai, India

` Revenue: - Rs.10,000 crore

` Employees: - 58,000

` Website: - www.futuregroup.in

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` Future Group is one of the country¶s leading business groupspresent in retail, asset management, consumer finance,insurance, retail media, retail spaces and logistics.

` Some of its leading retail formats include, Pantaloons, Big

Bazaar, Central, Food Bazaar, Home Town, eZone, Depot,Future Money and online retail format, futurebazaar.com.

` Future Group¶s vision is to, ³Deliver Everything,Everywhere, Every time to Every Indian Consumer in themost profitable manner .´ The group considers µIndian-ness¶

as a core value and its corporate credo is - Rewrite rules,Retain values.

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` The company operates over 7 million sq. ft. of retail space, has over 1000 stores across 53 cities in India and employs over 25,000people

`

The company¶s leading formats include: Pantaloons, a chain of fashion outlets,

Big Bazaar , a uniquely Indian hypermarket chain,

Food Bazaar , a supermarket chain, blends the look, touch and feel of Indianbazaars with aspects of modern retail like choice, convenience and quality and

Central, a chain of seamless destination malls

` Total revenue generated : (July 2008-July 2009) : Rs 6342 crore.

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` Central is a unique concept introduced by FUTURE GROUP . It is acomplete store concept and is of the format store without doors.

` The seamless format has then been copied a number of times

thereafter.

` The first store was launched in Bangalore in 2004.

` Central offers everything for the urban aspiration shopper to shop, eatand celebrate.

` In a short span of its existence Central has revolutionized andredefined the shopping experience in India. At Central, customers nolonger only shop, they get SHOP-ATAINED!

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` To observe the Customer Perception and preference regarding thedifferent retail chains in Gurgaon.

` To compare Brand Awareness of Gurgaon Central as a brand toother retail chains in the vicinity.

` To observe the psychology and needs of the customers regardingtheir visit to a mall.

` To analyze the various aspects identified by the Customers' to makean Effective sale.

` To analyze the attractiveness of the mall from the point of view of the customer.

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PRIMARY DATA:To obtain primary data, a well-structured, Questionnaire was

prepared and the respondents were met personally to get aresponse. One hundred consumers were randomly selected andinterviewed in Gurgaon.

SECONDARY DATA:Secondary data consists of information that already existssomewhere having been collected for some other purpose. In this

study, the secondary data was collected from company manuals,broachers, catalogues, websites, and magazines, journals etc

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Once a week Once a month Twice a

month

More often

30

16

32

22

How often do you visit malls?Series1

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121

28 30

8

Most of the times you visit a mall forS

ri

s1

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Yes

69%

N

31%

Have you visited Gurgaon Central?

12-Dec-10 18



St re

a bience

Brands

available

Service Off ers

11

22

14

22

What do you like about

Gurgaon Central?N

¡

. Of resp¡

ndents

Storeambience

16%

Brandsavailable

32%Service20%

Offers32%

What do you like about GurgaonCentral?

Store ambience Brands available Service Offers

12-Dec-10 19



T eatre Fine dining Ga e Z ne

28

23 18

What should be added to

make Gurgaon Central

more happening?N

¢

. Of resp¢

ndents

T eatre

41

Fine dining

33

Ga e Z ne

26

What should be added to make GurgaonCentral more happening?

T eatre Fine dining Ga e Z ne

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0

10

20

30

40

50

60

70

5746

37

62

17

34

Do you know what all units are present

at Gurgaon Central?

N . f resp ndents

know about a particular

service

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Hoardings obile vans

Newspaper

Radio

12 1730

10

What Ads have you seen

of Gurgaon Central?

Hoardings17%

Mobile vans25%News paper

43%

Radio15%

What Ads have you seen of GurgaonCentral?

Hoardings Mobile vans News paper Radio

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Excellent Good Average

12

38

19

How was your experience

at Central?

No. of respondents

Excellent17%

Good55%

Average

28%

How was your experience atCentral?

Excellent Good Average

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ShoppersStop32%

Westside16%

Lifestyle14%

e tr l3 %

Selection of best brands

Shoppers Stop Westside Lifestyle e tr l

S oppers

Stop

Westside Lif estyle Central

22

11 10

26

Selection of best brandsNo. of respondents

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Shoppers Stop23%

estsi e2 %

Lifestyle2 %

Central

25%

Most Fashionable Merchandise

Shoppers Stop estsi e Lifestyle Central

S oppers

Stop


16

18 18

17

Most Fashionable MerchandiseNo. of respondents

12-Dec-10 26



Shoppers

Stop35%

estsi e

%

Lifestyle23%

Central23%

Best ranges of Styles and Sizes

Shoppers Stop estsi e Lifestyle Central

ShoppersStop

estsi e Lifestyle Central

24

36 6

Best ranges of Styles andSizes

No. of respon ents

2-Dec- 0 27



ShoppersStop23%

Westside23%

Lifestyle16%

Central

38%

Best Discounts / Offers during sale

Shoppers Stop Westside Lifestyle Central

ShoppersStop

Westside Lifestyle Central

16 1611

26

Best Discounts / Offers during saleNo. of respondents

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S oppers

Stop

29%

Westside

19%

Lif estyle

22%

Central

30%

Overall Shopping Experience

S oppers Stop Westside Lif estyle Central

S oppers

Stop


20

13 1

21

Overall Shopping ExperienceNo. of respondents

12-Dec-10 29



S oppers

Stop

38%

Westside

22%

Lif estyle

16%

Central

24%

Your favourite Store

S oppers Stop Westside Lif estyle Central

S oppers

Stop


26

111

17

Your favourite StoreNo. of respondents

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16%

2 %

27%

16%

12%

4%

Please specify your age group?

Below 20 Years 21 - 2 Years 26 - 3 Years

36 - 4 Years 46 - 60 Years Above 60 Years

Below 20

Years

21 - 2

Years

26 - 3

Years

36 - 4

Years

46 - 60

Years

Above 60

Years

11

1719

118

3

Please specify your age group?No. of respondents

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19

713

62

912

1

Your Present Occupation?No. of respondents

Salaried28%

Govt. Service10%

Self Employed

19%

BusinessPerson

9%

Retired3%

Housewife13%

Student18%

Your Present Occupation?

Salaried Govt. Service Self Employed

Business Person Retired Housewife

Student

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The sample size was only one hundred for respondents which isrelatively small for the objectives of the study.

There could have been a lack of homogeneity in the sample chosen.

Only Gurgaon was covered during the course of study and hencethe data collected may not be applicable to entire population of theNCR.

`

The respondent¶s opinions may be biased on account of someinherent limitations in the schedule.

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31% of the respondents have not yet visited GurgaonCentral.

Offers and the Brands available are the major USPs of

Gurgaon Central.

Theatre and fine dining options are absent in GurgaonCentral.

Food Bazaar attracts a lot of people and hence theawareness about it is maximum among the respondents.

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` According to respondents Central falls behind by a hugemargin when compared to Shoppers Stop in terms of presence of international brands.

` The mall is equally appealing to workingpopulation, students and housewives.

` Respondents say that the communication of ongoingoffers, sale etc. in Central is lacking as compared to other malls.

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` Important additions suggested in the mall:x Advertisement

x Multiplex

x Fine dining

x Customer benefit and Loyalty Schemes

x Youth Gaming Zone

x Kids Play Area

` Recalling of International Brands.

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` www.gurgaonshoppingmalls.com/gurgaon-central-mall.php

` www.pantaloonretail.in`

pantaloon.futurebazaar.com/indexPantaloon.jsp` www.pantaloonretail.in/companyinfo.asp` business.mapsofindia.com/india-retail-industry/ retailindustry.about.com/

` http://en.wikipedia.org/wiki/Retail_industry#Retail_indu

stry` http://www.etretailbiz.com/` http://www.adpunch.com/

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