more final report

8/2/2019 More Final Report

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MARKETING RESEARCH

ON

TITLE: - Practical Study on Awareness in MORE PRIVATE

PRODUCTS with comparison to NATIONAL PRODUCTS in

NAVNAGAR

TEAM NAME

12MINDS


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GROUP 1

Team members: Roll no Reg. no

Harish. Sambrani 80 MBA10007035

Vivekanand 117 MBA10007119

Shruti. Raja 53 MBA10007103

Alkesh Kumar Jain 03 MBA10007005

Ramyalaxmi 99 MBA10007077

Shivakumar.K 48 MBA10007097

Chennamma P 13 MBA10007028

Nagaraj. S. H 87 MBA10007054

Naveen. H 29 MBA10007058

Pramod.V 31 MBA10007064

Vikramaditya 114 MBA10007116

Augustine 73 MBA10007024


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ACKNOWLEDGEMENTS

We acknowledge our sincere gratitude for the assistance, patronage and

efforts we have received in course of completion of my Marketing Research

project to all who helped us in the preparation of this dissertation.

Further we express my sincere thanks and indebtedness to our Faculty Supervisor

Dr.Prashant Yatgirifor his inspiring guidance, keen interest and encouragement

throughout the course of our project work. In spite of his busy schedule and

numerous engagements, he was kind enough to spare time to give inspiration andencouragement, thus enabling us to achieve this goal.

He has inspired us as our guide with his experience, ideas, support, knowledge and

encouragement throughout the study and preparation of this dissertation.

Undoubtedly, the lion's share of my gratitude goes toMr. Rohan.

Patil,ABRL(More.) Navanagar, Hubli for his help in this endeavor.

We express my deep sense of gratitude and indebtedness to our Institute which has

provided us an opportunity to fulfill the most cherished desire to reach our goal.

We feel short of words to express our sincere thanks to our parents and friends who

have been a source of continuous inspiration and constant encouragement during

our project work.


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MARKETING PROBLEM

MARKETING RESEARCH OBJECTIVES

FINDINGS

CONCLOSION

RECOMMENDATION


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MARKETING PROBLEM

Lower share of sales of More private brands/products in the overall sales of products at More

Navanagar outlet. This leads to lower profit margins earned in the long run.

MARKETING RESEARCH OBJECTIVES

1) To enumerate the various parameters considered by customers in the choice of a branded

product at the retail outlet.

2) To compare on all the above parameters the customers preference of private brands visa-

-versa national brands.

3) To investigate whether there is any relation between the preferences of the customer

between private vis--vis national brands based on product category.

4) To assess the level of awareness and knowledge of More private brands product

categories amongst customer shopping at Navanagar outlet.

5) To assess the effectiveness of existing promotional strategy adopted by More outlets with

specific reference to private brands.

6) To suggest suitable visual merchandising plan for private brands at More Navanagar

outlet based on analysis of competition.


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FINDINGS

25% of the respondents were of the age 26-40 years, 10% were 41-50,20%

were from the age less than 25 years and others were above age 50.

60% male and 40% female respondents have administered the questionnaire.

We found the that the offer which national brands are offering is more better

then private brands

Customers shop per month from (1000-2000)=60% , (3000-4000) = 15%,

(5000-6000)= 10% , (7000-8000)=10%, (9000-10000) = 5% .

Respondents select more stores based on availability of products, offers=

35%, convenience =25%, location = 15%, quality = 20%, price =5%.

We found that most of the people told advertisement is necessary for more

private brands.

CONCLUSION:

The research was undertaken on the More private brands to examine the present

status of More private brands in Navanagar. And whole research was based on the

marketing problem i.e. how to increase the sale of the More private brands.

From the research study it can be concluded that to increase the sale of More

private brands they need to go with the promotions activities and to make the

awareness of the private brands through advertisement and by giving samples of

private brands to the customers.


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RECOMMENDATION

As the catchment have very few departmental stores or convenience stores.

So, the potential for this catchment is very high and it can be tapped by

regular television advertisements and hoarding of the more private brands, in

this catchment would help in increase sale of more private brands.

The level of service can be increased by improvising the home delivery

service so that the satisfaction level of customers increases and be a loyal

customer of More.

To make awareness about the offers at More outlet for private brands.

Make awareness of the private brand through LCDs in more outlet.


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C O N T E N T S

C h a p t e r - I

I n t r o d u c t i o n B a c k g r o u n d o f t h e s t u d y u n d e r t a k e n

M a r k e t i n g P r o b l e m D e f i n i t i o n

R e s e a r c h O b j e c t i v e s

H y p o t h e s i s

N e e d o f t h e R e s e a r c h

C h a p t e r I I

B o d y o f t h e R e p o r t

T y p e o f R e s e a r c h D e s i g n

D a t a C o l l e c t i o n M e t h o d s e m p l o y e d

S o u r c e s o f P r i m a r y a n d S e c o n d a r y D a t a

M e a s u r e m e n t T e c h n i q u e s u s e d

S a m p l i n g D e s i g n

R e s u l t s [ F i n d i n g s ]

C h a p t e r I I I

C o n c l u s i o n s

R e c o m m e n d a t i o n s

C h a p t e r I V

A n n e x u r e

S a m p l e Qu e s t i o n n a i r e

C o d i n g S h e e t / s

D a t a A n a l y s i s s h e e t s

P i e C h a r t s / G r a p h s n o t i n c l u d e d i n B o d y

T i m e S p e n t / P r o j e c t C o s t s h e e t

B i b l i o g r a p h y


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I n t r o d u c t i o n B a c k g r o u n d o f t h e s t u d y u n d e r t a k e n

M a r k e t i n g P r o b l e m D e f i n i t i o n

R e s e a r c h O b j e c t i v e s

H y p o t h e s i s



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Introduction

Aditya Birla Retail Limited re-brands its Fabmall grocery supermarkets to more., aname reflective of its commitment to offering consumers a more fulfilling retail

experience. The re-branding follows the acquisition of the Trinethra Super Retailthat includes the retail brands Fabmall, Trinethra and FabCity by Aditya BirlaRetail in January 2007. As a result of the integration process, 68 Fabmall stores inKarnataka will be re-branded under the umbrella of more., the retail brand from theAditya Birla Group.

With the underlying objective to enhance the shopping experience for consumers,the new stores will continue to be built around the proposition of quality,affordability and convenience with new in-store merchandise and a whole newretail experience. The more.Stores will offer a wide range of product categoriesincluding fruits and vegetables, staples, personal care, home care, householdgeneral merchandise and dairy products.

ADITYA BIRLA GROUPS MORE.. in Navanagar, Hubli. It is started on 29th

of October 2010. The outlet made an sales of Rs.6,50,000/- in the first three days.

From 29th October 2010 to February 2011 the total sales of the outlet is

Rs.78,00,000/-. In the outlet they have Private Label Brands and National

Brands. Private label Brands are in the name of More.. and national brands are

all the MNCs. It has the man power of 13, viz. one store manager, supervisordevelopment program, and 11 CSA (customer service associate). The supermarket

has 1500 to 4000 sq.ft. The outlet has segmented in the following ways:

1. Detergent Section

2. Home Care

3. Personal Care

4. General Materials

5. Cereals and Pulses

6. Beverages7. Oil Section

8. Fruits and Vegetables

9. Puja Needs

10.Sanitary Need


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11.The private level products available in more retail

outlet

Bakery items

Beauty Concepts

Beverages

Basic Apparels

Cutlery & Cookware

Fruits & Vegetables

Frozen & Dairy Products

FMCG Products

Grocery

General Merchandise

Home Care Products

Home Needs & Home Upkeep

Home Decor Products

Personal Care & Cosmetics

Processed Food

Ready to Cook/Prepared Food

Small White Appliances

Staples

Stationery

PRIVATE BRANDS IN MORE..

MORE

FEASTERS

KITCHEN PROMISES

MORE SELECTA MAHA SAVER

110%

FRESH-O-DENT

PESTEX

GERMEX

PARADISE

ENRICHE.


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INDUSTRY OVERVIEW


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Introduction

The Indian retail market, which is the fifth largest retail destination globally, has

been ranked as the most attractive emerging market for investment in the retail

sector by AT Kearney's eighth annual Global Retail Development Index (GRDI),

in 2009. As per a study conducted by the Indian Council for Research on

International Economic Relations (ICRIER), the retail sector is expected to

contribute to 22 per cent of India's GDP by 2010.

With rising consumer demand and greater disposable income, the US$ 400 billion

Indian retail sector is clocking an annual growth rate of 30 per cent. It is projectedto grow to US$ 700 billion by 2010, according to a report by global consultancy

Northbridge Capital. The organized business is expected to be 20 per cent of the

total market by then. In 2008, the share of organized retail was 7.5 per cent or US$

300 million of the total retail market.

A McKinsey report, 'The rise of Indian Consumer Market', estimates that the

Indian consumer market is likely to grow four times by 2025. Commercial real

estate services company, CB Richard Ellis' findings state that India's retail market

has moved up to the 39th most preferred retail destination in the world in 2009, up

from 44 last year.

India continues to be among the most attractive countries for global retailers.

Foreign direct investment (FDI) inflows as on September 2009, in single-brand

retail trading, stood at approximately US$ 47.43 million, according to the

Department of Industrial Policy and Promotion (DIPP).

India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to

US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10 per


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cent. As a democratic country with high growth rates, consumer spending has risen

sharply as the youth population (more than 33 per cent of the country is below the

age of 15) has seen a significant increase in its disposable income. Consumer

spending rose an impressive 75 per cent in the past four years alone. Also,

organized retail, which is pegged at around US$ 8.14 billion, is expected to grow at

a CAGR of 40 per cent to touch US$ 107 billion by 2013.

The organized retail sector, which currently accounts for around 5 per cent of the

Indian retail market, is all set to witness maximum number of large format malls

and branded retail stores in South India, followed by North, West and the East in

the next two years. Tier II cities like Noida, Amritsar, Kochi and Gurgaon, are

emerging as the favored destinations for the retail sector with their huge growth

potential.

Further, this sector is expected to invest around US$ 503.2 million in retail

technology service solutions in the current financial year. This could go further up

to US$ 1.26 billion in the next four to five years, at a CAGR of 40 per cent.

Moreover, many new apparel brands such as Zara, the fashion label owned by

Inditex SA of Spain, UK garment chain Top shop, the Marc Ecko clothing line

promoted by the US entrepreneur of the same name and the Japanese casual wear

brand Uniqlo are preparing to open outlets in India.


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INDIAN RETAIL SCENARIO

The retail scenario is one of the fastest growing industries in India over the last

couple of years. India retail sector comprises of organized retail and unorganized

retail sector. Traditionally the retail market in India was largely unorganized;

however with changing consumer preferences, organized retail is gradually

becoming popular. Unorganized retailing consists of small and medium grocery

store, medicine stores, subzimandi, kirana stores, paan shops etc. More than 90%

of retailing in India fall into the unorganized sector, the organized sector is largely

concentrated in big cities. Organized retail in India is expected to grow 25-30 per

cent yearly and is expected to increase from Rs35, 000 crore in 2004-05 to Rs109,

000 crore ($24 billion) by 2010.

Indian Retail sector is the fifth largest global retail destination.

India retail market is dominated by the unorganized sector.

The top five companies in retail hold a combined market share of less than

2%.

The Indian retail market has been ranked by AT Kearney's eighth annual

Global Retail Development Index (GRDI), in 2009 as the most attractive

emerging market for investment in the retail sector.

Currently the share of retail trade in India's GDP is around 12 per cent, and

is estimated to reach 22 per cent by 2010.

According to Government of India estimate the retail sector is likely to grow

to a value of Rs. 2,00,000 crore (US$45 billion) and could yield 10 to 15

million retail jobs in the coming five years; currently this industry employs

8% of the working population.


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India continues to be among the most attractive countries for global retailers.

According to the Department of Industrial Policy and Promotion,

approximately US$ 47.43 million was the amount of Foreign Direct

Investment (FDI) inflow as on September 2009, in single-brand retail

trading.

More than 80% of the retail sector in the country is concentrated in the large cities.

A study reveals that among the more than 20 locations, for organized retail in

India, Mumbai was found to be the most preferred location followed closely by

Bengaluru in the second position.

Key Players in Indian Retail Sector

AV Birla Group has a strong presence in apparel retail and owns renowned

brands like Allen Solly, Louis Phillipe, Trouser Town, Van Heusen and

Peter England. The company has investment plans to the tune of Rs 8000

9000 crores till 2010.

Trent is a subsidiary of the Tata group; it operates lifestyle retail chain,

book and music retail chain, consumer electronic chain etc. Westside, the

lifestyle retail chain registered a turnover of Rs 3.58 mn in 2006

Landmark Group invested Rs. 300 crores to expand Max chain, and Rs

100 crores on Citymax 3 star hotel chain. Lifestyle International is their

international brand business. K Raheja Corp Group has a turnover of Rs 6.75 billion which is expected

to cross US$100 million mark by 2010. Segments include books, music and

gifts, apparel, entertainment etc.


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Reliance has more than 300 Reliance Fresh stores; they have multiple

formats and their sale is expected to be Rs 90,000 crores ($20 billion) by

2009-10

Pantaloon Retail has 450 stores across the country and revenue of over Rs.

20 billion and is expected to touch 30 million by 2010. Segments include

Food & grocery, e-tailing, home solutions, consumer electronics,

entertainment, shoes, books, music & gifts, health & beauty care services.

FUTURE TRENDS

Lifestyle International, a division of Landmark Group, plans to have more

than 50 stores across India by 201213.

Shoppers Stop has plans to invest Rs250 crore to open 15 new supermarkets

in the coming three years.

Pantaloon Retail India (PRIL) plans to invest US$ 77.88 million this fiscal

to add up to existing 2.4 million sq ft retail space. PRIL intends to set up 155

Big Bazaar stores by 2014, raising its total network to 275 stores.

Timex India will open another 52 stores by March 2011 at an investment of

US$ 1.3 million taking its total store count to 120. In the first six months of

the current fiscal ending September 30, 2009, the company has recorded a

net profit of US$ 1.2 million.

Australia's Retail Food Group is planning to enter the Indian market in 2010.

It has plans to clock US$ 87 million revenue in five years. In 20 years they

expect the India operations to be larger than the Australia operations.

RETAIL FORMATS IN INDIA


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Hypermarts/supermarkets: large self-servicing outlets offering products from a

variety of categories.

Mom-and-pop stores: they are family owned business catering to small

sections; they are individually handled retail outlets and have a personal

touch.

Departmental stores: are general retail merchandisers offering quality

products and services.

Convenience stores: are located in residential areas with slightly higher

prices goods due to the convenience offered.

Shopping malls: the biggest form of retail in India, malls offers customers a

mix of all types of products and services including entertainment and food

under a single roof.

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

services.

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

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

Category killers: small specialty stores that offer a variety of categories.

They are known as category killers as they focus on specific categories, such

as electronics and sporting goods. This is also known as Multi Brand Outlets

or MBO's.

Specialty stores: are retail chains dealing in specific categories and provide

deep assortment. Mumbai's Crossword Book Store and RPG's Music World

are a couple of examples.


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COMPANY OVERVIEW


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A US $28 billion premium conglomerate, the Aditya Birla Group is in the League

of Fortune 500. It is anchored by an extraordinary force of 100,000 employees,belonging to 25 different nationalities. The Group has been adjudged "The Best

Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times

and Wall Street Journal Study 2007. Over 50 per cent of its revenues flow from its

overseas operations.

The Group operates in 25 countries - India, UK, Germany, Hungary, Brazil, Italy,

France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China,

Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh,

Vietnam, Malaysia and Korea.

Globally the Aditya Birla Group is

A metals powerhouse, among the world's most cost-efficient aluminium and

copper producers. Hindalco-Novelis is the largest aluminium rolling company. It is

one of the 3 biggest producers of primary aluminium in Asia, with the largest

single location copper smelter

No. 1 in viscose staple fibre

The 4th largest producer of insulators

The 4th largest producer of carbon black

The 11th largest cement producer

Among the world's top 15 BPO companies and among India's top 4

Among the best energy efficient fertiliser plants


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In India

A premier branded garments player

The 2nd largest player in viscose filament yarn

The 2nd largest in the Chlor-alkali sector

Among the top 5 mobile telephony companies

A leading player in Life Insurance and Asset Management

Among the top 3 super-market chains in the Retail business

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where

success does not come in the way of the need to keep learning afresh, to keep

experimenting.


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ADITYA BIRLA RETAIL LIMITED

Aditya Birla Retail Limited is the retail arm ofAditya Birla Group, a USD 28

billion Corporation. The Company ventured into food and grocery retail sector in

2007 with the acquisition of a south based supermarket chain. Subsequently

Aditya Birla Retail Ltd. expanded its presence across the country under the brand

"more." with 2 formats Supermarket & Hypermarket.

Aditya Birla Retail Ltd

Supermarket

more.for you - Conveniently located in neighbourhoods, more.supermarkets cater

to the daily, weekly and monthly shopping needs of consumers. The product

offerings include a wide range of fresh fruits & vegetables, groceries, personal

care, home care, general merchandise & a basic range of apparels. Currently, there

are over 600 more.supermarkets across the country.

SUPER MARKETS HYPER MARKETS


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Hypermarket

more.MEGASTORE - is a one-stop shopping destination for the entire family.

Besides a large range of products across fruits & vegetables, groceries, FMCG

products, more.MEGASTORE also has a strong emphasis on general

merchandise, apparels & CDIT.

Currently, five hypermarkets operate under the brand more.MEGASTORE in

Mysore, Vadodara, Aurangabad, Indore and Bengaluru.

Clubmore. - loyalty program, currently has a strong membership base of over 1

million members.

Aditya Birla Retail Limited.currently has an employee strength of over 11,000.

Key functions are headed by professionals with vast retail experience in India &

globally.


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ABRL is committed to assure our consumers of the quality of our products and

services on a consistent basis and earn consumer trust and recognition ofABRL as

India's premier retail organization. The above will be achieved by :

Ensure that the products available at the stores meet the regulatory and

statutory requirements through implementation of best practices (Good

Manufacturing Practices, Good Hygienic Practices, Good House Keeping,

etc.) at every stage and in every operation.

Ensuring that for 'Own Brand', the products meet our stringent specification

requirements; while at our processing sites and extended supplychain, the

manufacturing practices and processes meet the highest standards of GHP &

GMP at every stage and in every operation.

Ensuring that manpower resources are committed, competent, fully trained

and working in a seamless manner.

Ensuring that different functions including buying & merchandising, supply

chain management, operations and business partners understand and share

our concern for quality.

Implementing a rigorous, credible & efficient assessment, inspection,

testing& certification system.

Striving for continuous improvement through dynamic review process.

ABRL is also committed to respecting our Corporate Social and Environmental

responsibilities


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MANAGEMENT TEAM

Thomas Varghese, CEO - Aditya Birla Retail Ltd.

An engineering graduate from IIT Delhi, Mr. Thomas Varghese

attended the Advance Management Program at Harvard Business

School at Boston, USA. With over 25 years of rich experience, he has

been conferred with the coveted award of "Outstanding Business

Leader" at the 5th Aditya Birla Award ceremony in 2004 for his

stewardship of the VSF Business in to a global leadership position.

He has been serving the Aditya Birla Group with distinction since

1999. He is also an Academic Council Member for the

NarseeMonjee Institute of Management & Higher Studies,

Mumbai

Russell Berman, CEO - Hypermarket

Russell is a Global Retailer, with more than 24 years of international

experience with some of the biggest retailers like McDonald's,

Auchan, LianHua, and Carrefour in various capacities. He holds a

Bachelor of Arts Degree from University of Michigan, and Master of

Arts from University of Chicago


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SatendraAggarwal, CEO - Supermarket

Satendra brings with him over 24 years of experience in keyleadership positions in top organisations like Hindustan Unilever

Ltd. and Whirlpool. Prior to joining the group, Satendra was the

Executive Director - North for Pepsico India where he spent over 10

years in various roles. Satendra is a Science Graduate from

University of Mumbai, and holds a Masters Degree in Management

Studies from the same university

OTHERS MEMBERS OF MANAGEMENT

GiridharsanjeeviCFO

Ramesh MitragotriCPO

VidhyaSrinivasanHead strategy

Ramesh KrishananCIO

T.V VenkataramanHeadInternal Audit

Shiv MurtiChief Merchandising Officer


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Organization Structure

Zonal Head

Territorymanager

Cluster

manager

Storemanager

Supervisor

CSA &Cashier


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BACKGROUND OF THE STUDY UNDERTAKEN

Team adopted both exploratory and conclusive research in the initial stages we

used exploratory research to get initial insights ,

To arrive at the problem statement the group had been to the More outlet ,

interacted with the store manager and the working staff at more outlet, hence

we came to know that ,the sales of MORE PRIVATE PRODUCTS is less with

comparison to NATIONAL PRODUCTS in NAVANAGAR .

Hence to know the reason of why private brands have less sales, we created

certain marketing objectives , found out marketing research problems , created

hypothesis on the basis of marketing objectives.

Team had a focus group discussion, By asking the view of the people that how

they feel about the more Private brands, are they aware of the more private

brands, taking the findings of this group discussion we added to the hypothesis.

The survey was conducted on the sample size of 500 respondents in order to test

the type of data that we gathered. The data obtained was analyzed by SPSS , a

tool to analyze the data and some descriptive questions were analyzed from

Microsoft Excel coding sheet .


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Marketing Problem Definition

To investigate all factors responsible for creating preference of private brands visa-

-versa national brands amongst customers shopping at retail outlets and the

influence of all such factors in their ultimate choice at the out let.

MARKETING RESEARCH OBJECTIVES:

1) To enumerate the various parameters considered by customers in the choice

of a branded product at the retail outlet.

2) To compare on all the above parameters the customers preference of private

brands visa--versa national brands.

3) To investigate whether there is any relation between the preferences of the

customer between private vis--vis national brands based on product

category.

4) To assess the level of awareness and knowledge of More private brands

product categories amongst customer shopping at Navanagar outlet.

5) To assess the effectiveness of existing promotional strategy adopted by

More outlets with specific reference to private brands.

6) To suggest suitable visual merchandising plan for private brands at More

Navanagar outlet based on analysis of competition.


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HYPOTHESISObjective No: 1

H1:

H0: Price of the product and the selection of the product at More outlet are

independent of each other.

H1: Price of the product and the selection of the product at More outlet are

dependent of each other.

H2:

H0: Age of the product and selection of the visiting at More outlet are independent

of each other.

H1: Age of the product and selection of the visiting at More outlet are dependent of

each other.

Objective No: 2

H1:

H0: Customer preference towards the private brands v/s national brand is

dependent on price, quality and availability of the private label products.

H1: Customer preference towards the private brands v/s national brand is

independent on price, quality and availability of the private label products.

H2:

HO: Depending upon the price, availability and quality customers give more

preference to national brands than private brands.

H1: Depending upon the price, availability and quality customers do not give more

preference to national brands than private brands.


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Objective No: 3

H1:

H0: There is no relationship between price and quality of customer preference

based on product categories.H1: There is relationship between price and quality of customer preference based

on product categories.

Objective No: 4

H1:

H0: The staff members of More outlet have been giving the awareness of Moreprivate brands to the customers.

H1: The staff members of More outlet have not been giving the awareness of More


H2:

H0: The staff members of More outlet have been giving the knowledge of More


H1: The staff members of More outlet have not been giving the knowledge of

More private brands to the customers.

Objective No:5

H1:

H0: Overall satisfaction of respondents purchasing in More outlet is not related to

the aspects such as availability of products, ambience, home delivery, billing

display of products and offer.

H1: Overall satisfaction of respondents purchasing in More outlet is related to the

aspects such as availability of products, ambience, home delivery, billing display

of products and offer.


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Objective No:6

H0: In Navanagar the More outlet is well plan visual merchandising for private

brands as compared with national level brand

H1: In Navanagar the More outlet is No well plan visual merchandising for private



I n t h e M o r e o u t l e t w e f o u n d t h a t t h e s a l e s o f t h e M o r e

p r i v a t e b r a n d i s l e s s c o m p a r e t o n a t i o n a l b r a n d . S o o u r m a i n

m o t t o o r n e e d o f t h e r e s e a r c h i s t o f i n d t h e p r o b l e m a n d t o

g i v e r e c o m m e n d a t i o n / s u g g e s t i o n t o o u r c l i e n t i . e .

H o w t o i n c r e a s e t h e s a l e s o f p r i v a t e b r a n d .


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Type of Research Design

SPECIFIC DESIGN OF THE PROJECT:

B o d y o f t h e R e p o r t

T y p e o f R e s e a r c h D e s i g n

D a t a C o l l e c t i o n M e t h o d s e m p l o y e d

S o u r c e s o f P r i m a r y a n d S e c o n d a r y D a t a

M e a s u r e m e n t T e c h n i q u e s u s e d

S a m p l i n g D e s i g n

R e s u l t s [ F i n d i n g s ]


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The specific design of the project can be either of the two research design

Exploratory research

Conclusive research

Team adopted both Exploratory and Conclusive Research. At the beginning

team used exploratory research to get the initial insights and then continued

with the conclusive research.

Data collection method:

Personal Interview Method: The team interviewed the store manager and other

member who work in the store to know the reason for which the sale of the More

private brand is low.

Questionnaire: This is the most important source of our research as our research is

purely subjective and exhibits the view of the customers. The format of our

questionnaire is structured and we have used close ended questions.

SOURCES OF PRIMARY AND SECONDARY DATA(data collection)

Primary source of data

Focus Group Discussion

Questionnaire

Personal Interview with store manager and and other member who work in

the store.

Secondary source of data

Internal data was generated from company.

External data, on the other hand, was generated from internet.


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SAMPLING DESIGN:

Sampling techniques

A sample is a representative part of the population. In sampling technique,information is collected only from a representative part of the universe and the

conclusions are drawn on that basis for the entire universe.

DEFINE THE POPULATION:

Sampling Unit:

Sampling Elements:

Extent: HUBLI city.

IDENTIFICATION OF THE SAMPLING FRAME:

SPECIFYING SAMPLING UNIT:

It is the basic unit containing the elements ofthe target population.

Customers who avail service from MORE

SPECIFICATION OF SAMPLING METHOD:

NON-PROBABILITY SAMPLING: Convenience sampling

SAMPLE SIZE: 500

Sample size denotes the number of elements selected for the study. For the present

study, 500 respondents were selected at random. All the 500 respondents were the

customers of ADITYA BIRLA RETAIL LTD.


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A simple random sampling technique was used to collect data from the

respondents. A random sample is a sample selected from a population in such a

way that every member of the population has an equal chance of being selected

and the selection of any individual does not influence the selection of any other.

The selection is purely depends on chance. So while conducting the survey, 500

respondents were selected at random.

MEASUREMENT TECHNIQUE:

Microsoft Excel Coding Sheet: In Coding sheet the data from the

questionnaire is stored and used for further analysis.

SPSS Analysis: A tool for strong analysis of data collection.

ACTUAL COLLECTION OF DATA

Personal interview method was applied to collect the actual data for the research

study. The interactions with the respondents before filling questionnaires have

made them more friendly and free to give the information.


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RESULTS/FINDINGS;

25% of the respondents were of the age 26-40 years, 10% were 41-50,20%

were from the age less than 25 years and others were above age 50.

60% male and 40% female respondents have administered the questionnaire.

We found the that the offer which national brands are offering is more better

then private brands

Customers shop per month from (1000-2000)=60% , (3000-4000) = 15%,

(5000-6000)= 10% , (7000-8000)=10%, (9000-10000) = 5% .

Respondents select more stores based on availability of products, offers=

35%, convenience =25%, location = 15%, quality = 20%, price =5%.

We found that most of the people told advertisement is necessary for more

private brands.


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C o nc l us i o ns

R e c o m m e nda t i o ns


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CONCLUSION

The research was undertaken on the More private brands to examine the present

status of More private brands in Navanagar. And whole research was based on the

marketing problem i.e. how to increase the sale of the More private brands.

From the research study it can be concluded that to increase the sale of More

private brands they need to go with the promotions activities and to make the

awareness of the private brands through advertisement and by giving samples of


RECOMMENDATION

As the catchment have very few departmental stores or convenience stores.

So, the potential for this catchment is very high and it can be tapped by

regular television advertisements and hoarding of the more private brands, in

this catchment would help in increase sale of more private brands.

There are very few or no vegetable vendors across the catchment area, the

store can use a promotional strategy so as to increase the sales of fruits and

vegetables consistently. The promotional strategy may be discounts on

Fruits & Vegetables in the morning purchase, Weekly offers etc.

The level of service can be increased by improvising the home delivery

service so that the satisfaction level of customers increases and be a loyal

customer of More.

Effective promotion of loyalty program so that there is a long term

relationship between the customer and the store.


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To make awareness about the offers at More outlet for private brands.

Make awareness of the private brand through LCDs in more outlet.


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Annexure

S a m p l e Q u e s t i o n n a i r e

C o d i n g S h e e t / s

D a t a A n a l y s i s s h e e t s

P i e C h a r t s / G r a p h s n o t i n c l u d e d i n B o d y

T i m e S p e n t / P r o j e c t C o s t s h e e t

B i b l i o g r a p h y


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DATA ANALYSIS


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HYPOTESIS TESTING

Objective No: 3

H1:

H0: There is no relationship between price and quality of customer preference

based on product categories.

H1: There is relationship between price and quality of customer preference based

on product categories.

CROSSTABLE

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

how do you feel about

product quality at More * you

normally shop in more for

500 100.0% 0 .0% 500 100.0%

how do you feel about product quality at More * you normally shop in more for Crosstabulation

Count

you normally shop in more for

grocery vegetable FMCG crockery dairy product confecti

how do you feel about product

quality at More

excellent 22 37 27 2 10

good 71 67 106 17 14

average 21 15 37 11 7

poor 4 1 3 2 0

very poor 2 0 1 1 0

Total 120 120 174 33 31


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 35.197a 20 .019

Likelihood Ratio 34.902 20 .021

Linear-by-Linear Association 2.373 1 .123

N of Valid Cases 500

a. 14 cells (46.7%) have expected count less than 5. The minimum

expected count is .22.

CONCULSIONhence there is no relation between the product category


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HYPOTESIS

H2:

HO: Depending upon the price, availability and quality customers give

more preference to national brands than private brands.

H1: Depending upon the price, availability and quality customers do notgive more preference to national brands than private brands.

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

what is your shopping per

month at More * you

normally shop in more for

500 100.0% 0 .0% 500 100.0%

what is your shopping per month at More * you normally shop in more for Crosstab

you normally shop in more for

grocery vegetable FMCG crockery dairy

what is your shopping per

month at More

1000-2000 Count 82 79 115 18

% of Total 16.4% 15.8% 23.0% 3.6%

3000-4000 Count 23 28 36 11

% of Total 4.6% 5.6% 7.2% 2.2%

5000-6000 Count 12 8 16 2

% of Total 2.4% 1.6% 3.2% .4%

7000-8000 Count 3 3 7 2

% of Total .6% .6% 1.4% .4%

9000-10000 Count 0 2 0 0

% of Total .0% .4% .0% .0%

Total Count 120 120 174 33

% of Total 24.0% 24.0% 34.8% 6.6%


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 31.987a

20 .043

Likelihood Ratio 27.519 20 .121

Linear-by-Linear Association 2.495 1 .114

N of Valid Cases 500

a. 14 cells (46.7%) have expected count less than 5. The minimum

expected count is .18.

Conclusioncustomer prefer more gorcery items


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HYPOTESIS 01

H0: Age of the product and selection of the visiting at More outlet are independentof each other.

H1: Age of the product and selection of the visiting at More outlet are dependent of

each other.

Chi-Square Test

AGE

Observed N Expected N Residual

less then 25 251 125.0 126.0

26-40 183 125.0 58.0

41-50 36 125.0 -89.0

above 50 30 125.0 -95.0

Total 500

how often you visit More


my first time 58 100.0 -42.0

once a week 141 100.0 41.0

once in a two week 104 100.0 4.0

once a month 140 100.0 40.0

twice a month 57 100.0 -43.0

Total 500


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Test Statistics

AGE

how often you

visit More

Chi-Square 2.895E2a

69.100b

Df 3 4

Asymp. Sig. .000 .000

a. 0 cells (.0%) have expected frequencies

less than 5. The minimum expected cell

frequency is 125.0.

b. 0 cells (.0%) have expected frequencies

less than 5. The minimum expected cell

frequency is 100.0.

CUSTOMER PREFERENCE (GRAPH. NO 1)


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ConclusionInferences:

As pearson chi square is .540, which is greater than 0.05. Therefore, Ha is

rejected and H0 is accepted. Therefore, age of the respondent and selection of the

outlet are independent of each other.


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HYPOTESIS 02

Objective No:6

H0: In navanagar the More outlet is well plan visual merchandising for private


H1: In navanagar the More outlets is No well plan visual merchandising for private


VISUAL MERCHANDISE (GRAPH. NO 2)


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GENDER HYPOTESIS

AGE


less then 25 251 125.0 126.0

26-40 183 125.0 58.0

41-50 36 125.0 -89.0

above 50 30 125.0 -95.0

Total 500

Test Statistics

AGE

Chi-Square 2.895E2a

Df 3

Asymp. Sig. .000

a. 0 cells (.0%) have

expected frequencies less

than 5. The minimum

expected cell frequency is

125.0.


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Inferences:

As pearson chi square is .445, which is greater than 0.05. Therefore, Ha is

rejected and H0 is accepted. Therefore, gender of the respondent and selection of

the outlet are independent of each other.


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GRAPH 4 SHOPPING PER MONTH


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B I B L I O G R A P H Y

www.more.com

Company Brochure

Pamphlets, Advertisements

Information collected from company guide

Mr.Rohan.P

Books

Retail Management

Suja Nair

Journals and Magazines
http://www.more.com/http://www.more.com/http://www.more.com/

more final report

Documents