myways

7/29/2019 myways

1/69

CONCEPTUAL

OVERVIEW

1

7/29/2019 myways

2/69

CONCEPTUAL OVERVIEW

Customer engagement (CE) is the engagement of customers with one another, with a

company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline.

Customer engagement has been discussed widely online; hundreds of pages have been

written, published, read and commented upon. Numerous high-profile conferences,

seminars and roundtables have either had CE as a primary theme or included papers on

the topic.

Customer engagement marketing places conversions into a longer term, more strategic

context and is premised on the understanding that a simple focus on maximising

conversions can, in some circumstances, decrease the likelihood of repeat conversions

(Customer engagement interview with Richard Sedley). CE aims at long-term

engagement, encouraging customer loyalty and advocacy through word-of-mouth.

Online customer engagement is qualitatively different from offline engagement as the

nature of the customers interactions with a brand, company and other customers differ

on the internet. Discussion forums or blogs, for example, are spaces where people can

communicate and socialise in ways that cannot be replicated by any offline interactive

medium. Customer Engagement marketing efforts that aim to create, stimulate or

influence customer behaviour differ from the offline, one-way, marketing

communications that marketers are familiar with. Although customer advocacy, for

example, has always been a goal for marketers, the rise of online user generated content

can take advocacy to another level.

The concept and practice of online customer engagement enables organisations to

respond to the fundamental changes in customer behaviour that the internet has brought

about, as well as to the increasing ineffectiveness of the traditional 'interrupt and repeat',

broadcast model of advertising. Due to the fragmentation and specialisation of media and

2

7/29/2019 myways

3/69

audiences, as well as the proliferation of community- and user generated content,

businesses are increasingly losing the power to dictate the communications agenda.

Simultaneously, lower switching costs, the geographical widening of the market and the

vast choice of content, services and products available online have weakened customer

loyalty. Enhancing customers' firm- and market- related expertise has been shown to

engage customers, strengthen their loyalty,and emotionally tie them more closely to a

firm.

So today, leveraging customer contributions is an important source of competitive

advantage whether through advertising, user generated product reviews, customer

service FAQs, forums where consumers can socialise with one another or contribute to

product development.

Amazon recently re-branded into 'serving the world's largest engaged online community',

the World Federation of Advertisers (WFA) has created a 'Blueprint for Consumer-

Centric Holistic Measurement' and the Association of National Advertisers (ANA),

American Association of Advertising Agencies (AAAA) and the Advertising Research

Foundation (ARF), have put together the 'Engagement Steering Committee' to work on

the customer engagement metric. Nielsen Media Research, IAG Research and Simmons

Research are also all in the process of developing a CE definition and metric.

Definition

In March 2006, the Advertising Research Foundation announced the first definition of

customer engagement the first definition of CE at the re:think! 52nd Annual ARF

Convention and Expo:

"Engagement is turning on a prospect to a brand idea enhanced by the surrounding

context."

However, the ARF definition was criticized by some for being too broad.

3

7/29/2019 myways

4/69

Customer engagement can also refer to the stages consumers travel through as they

interact with a particular brand. This customer engagement cycle, or customer journey,

has been described using a myriad of terms but most often consists of five different

stages: awareness, consideration, inquiry, purchase and retention. Marketers employ

connection strategy to speak to would-be customers at each stage, with media that

addresses their particular needs and interests. When conducting search engine marketing

and search engine optimization, or placing advertisements, marketers must devise media

and/or keywords and phrases that encourage customer flow through the customer

engagement cycle, towards purchase.

Because the various definitions often focus on entirely different aspects of CE, they are

not in every case competing definitions but, rather, illuminate CE from different

perspectives. Eric Peterson's definition for example frames CE as a metric: "Engagement

is an estimate of the degree and depth of visitor interaction against a clearly defined set of

goals."

At the moment the ARF, World Federation of Advertisers, Nielsen Media Research, IAG

Research and Simmons Research are in the process of developing a definition and a

metric for CE.

The need for customer engagement

CE-marketing is necessitated by a combination of social, technological and market

developments:

1. Businesses are losing the power to dictate the communications agenda: The

effectiveness of the traditional 'interrupt and repeat' model of advertising is decreasing. In

August 2006, McKinsey & Co published a report which said that by 2010 traditional TV

advertising will only be one-third as effective as it was in 1990. This is due to:

Customer audiences are smaller and specialist: The fragmentation of media and

audiences and the accompanying reduction of audience size have reduced the

effectiveness of the traditional top-down, mass, 'interrupt and repeat' advertising model.

4

7/29/2019 myways

5/69

The adoption of new media. Forrester Research's North American Consumer Technology

Adoption Study shows people in the 18-26 age group spending more time online than

watching TV. In response to the fragmentation and increased amount of time spent

online, marketers have also increased spending in online communication. ContextWeb

analysts found marketers who promote on sites like Facebook and New York Times are

not as successful at reaching consumers while marketers who promote more on niche

websites have a better chance of reaching their audiences.

Customer audiences are also broadcasters: A company's position is no longer just inside

consumers' minds. As they increasingly speak their minds with the power for circulation

and permanence of CGM, businesses lose the power of shouting over everyone else.

Instead of trying to position a product using a couple of static messages that will

themselves become the subject of conversation amongst a target market that has already

discussed, positioned and rated the product, companies must join in. This also means that

consumers can now choose not only when and how but, also, if they will engage with

marketing communications; they can rely on CGM. In addition new media themselves

provide consumers with more control over their advertising consumption.

2. Decreasing brand loyalty: The lowering of entry barriers (such as the need for a sales

force, access to channels and physical assets) and the geographical widening of the

market due to the internet have brought about increasing competition. In combination

with lower switching costs, easier access to information about products and suppliers and

increased choice customer loyalty is hard to achieve.

The increasing ineffectiveness of TV advertising due to the shift of consumer attention to

the internet, the ability, within new media, to control advertising consumption and the

decrease in audience size is bringing about a progressive shift of advertising spending

online.

The proliferation of media that provide consumers with more control over their

advertising consumption (subscription-based digital radio and TV for example) and the

5

7/29/2019 myways

6/69

simultaneous decrease of trust in advertising and increase of trust in peers point to the

need for communications that the customer will desire to engage with. Stimulating a

consumers engagement with a brand is the only way to increase brand loyalty and,

therefore, "the best measure of current and future performance".

CE is the solution that marketers have devised in order to come to terms with the social,

technological and market developments outlined above. In a nutshell, it is the attempt to

create an engaging dialogue with target consumers and stimulate their engagement with

the brand. Although this must take place consistently both on and off-line, the internet is

the primary vehicle for doing so.

CE marketing begins with understanding the internal dynamics of these developments

and, especially, the behaviour and engagement of consumers online. That way, business

opportunities can be identified. As Max Kalehoff suggests, consumer-generated media

should play a massive role in our understanding and modelling of engagement. The

control Web 2.0 consumers have gained must, and will be, quantified through 'old school'

marketing performance metrics.

Customer engagement as a social phenomenon

Online inter-customer engagement is a recent social phenomenon that came about

through the wide diffusion and adoption of the internet in western societies during the

late 1990s. Although offline CE predates online CE, the latter is a qualitatively different

social phenomenon unlike any offline CE that social theorists or marketers are familiar

with.

People also engage online in communities that do not necessarily revolve around a

particular product, but serve as meeting or networking places, for instance on MySpace.

The people in one's MySpace friend's list do not necessarily all share a single

consumption habit, although they often do.

People's online engagement with one another has brought about both the empowerment

of consumers and the opportunity for businesses to engage with their target customers

6

7/29/2019 myways

7/69

online. A 2011 market analysis revealed that 80% of online customers, after reading

negative online reviews, report making alternate purchasing decisions, while 87% of

consumers said a favorable review has confirmed their decision to go through with a

purchase.

Customer engagement as consumer behaviour

CE behaviour became prominent with the advent of the social phenomenon of online CE.

Creating and stimulating customer engagement behaviour has recently become an explicit

aim of both profit and non-profit organisations in the belief that engaging target

customers to a high degree is conducive to furthering business objectives.

Shevlin's definition of CE is well suited to understanding the process that leads to an

engaged customer. In its adaptation by Richard Sedley the key word is 'investment'.

"Repeated interactions that strengthen the emotional, psychological or physical

investment a customer has in a brand."

A customer's degree of engagement with a company lies in a continuum that represents

the strength of his investment in that company. Positive experiences with the company

strengthen that investment and move the customer down the line of engagement.

What is important in measuring degrees of involvement is the ability of defining and

quantifying the stages on the continuum. One popular suggestion is a four-level model

adapted from Kirkpatrick's Levels:

Click - A reader arrived (current metric)

Consume - A reader read the content

Understood - A reader understood the content and remembers it

Applied - A reader applies the content in another venue

7

7/29/2019 myways

8/69

Concerns have, however, been expressed as regards the measurability of stages three and

four. Another popular suggestion is Ghuneim's typology of engagement.

Degrees of

EngagementLow Medium High Highest

Adoption CollaborativeFiltering

Content Creation Social

Bookmarking,Tagging, Addingto group

Rating, Voting,Commenting,Endorsing,Favouritising

Upload (UserGenerated Content),Blogging, Fancommunityparticipation, Createmash-ups, Podcasting,Vlogging

Adding Friends,Networking,Create FanCommunity

The following consumer typology according to degree of engagement fits well to

Ghuneim's continuum.

Creators (smallest group)

Critics

Collectors

Couch Potatoes (largest group)

Engagement is a holistic characterisation of a consumer's behaviour, encompassing a host

of sub-aspects of behaviour such as loyalty, satisfaction, involvement, Word of Mouth

advertising, complaining and more.

Satisfaction: Satisfaction is simply the foundation, and the minimum requirement,

for a continuing relationship with customers. Engagement extends beyond mere

satisfaction.

Loyalty - Retention: Highly engaged consumers are more loyal. Increasing the

engagement of target customers increases the rate of customer retention.

Word of Mouth advertising - advocacy: Highly engaged customers are more

likely to engage in free (for the company), credible (for their audience) Word of

8
http://en.wikipedia.org/wiki/Blogginghttp://en.wikipedia.org/wiki/Podcastinghttp://en.wikipedia.org/wiki/Vlogginghttp://en.wikipedia.org/wiki/Blogginghttp://en.wikipedia.org/wiki/Podcastinghttp://en.wikipedia.org/wiki/Vlogging

7/29/2019 myways

9/69

Mouth advertising. This can drive new customer acquisition and can have viral

effects.

Awareness - Effectiveness of communications: When customers are exposed to

communication from a company that they are highly engaged with, they tend to

actively elaborate on its central idea. This brings about high degrees of central

processing and recall.

Filtering: Consumers filter, categorise and rate the market from head to tail,

creating multiple, overlapping folksonomies through tagging, reviewing, rating

and recommending.

Complaint-behaviour: Highly engaged customers are less likely to complain to

other current or potential customers, but will address the company directly

instead.

Marketing intelligence: Highly engaged customers can give valuable

recommendations for improving quality of offering.

The behavioural outcomes of an engaged consumer is what links CE to profits. From this

point of view,

"CE is the best measure of current and future performance; an engaged relationship is

probably the only guarantee for a return on your organisation's or your clients'

objectives." Simply attaining a high level of customer satisfaction does not seem to

guarantee the customer's business. 60% to 80% of customers who defect to a competitor

said they were satisfied or very satisfied on the survey just prior to their defection.

The main difference between traditional and customer engagement marketing is marked

by these shifts:

From 'reach or awareness focused' marketing communications and their metrics

(GRP or pageview) towards more targeted and customised interactions that

prompt the consumer to engage with and act on the content from the outset.

9

7/29/2019 myways

10/69

From absolute distinctions and barriers between an organisation and its target

customers towards the participation of consumers in product development,

customer service and other aspects of the brand experience.

From one-way, top-down, formal B2C and B2E interaction to continuing,

dialogic, decentralised and personalised communications initiated by either party.

Specific marketing practices involve:

Encouraging collaborative filtering: Google, Amazon, iTunes, Yahoo

LAUNCHcast, Netflix, and Rhapsody encourage their consumers to filter,

categorise and rate; that is, to market their products. They realise consumers are

not only much more adept at creating highly-targeted taxonomies (folksonomies)

given that they are more adept at delineating the segment they themselves

constitute, but, also, that they are willing to do so for free. And to the extent they

cannot, they do it for them. If enough people like the band Groove Armada as

well as the band The Crystal Method, there may well be a stylistic connection

between them, despite the fact that ones categorised as 'downtempo' and the other

'beats and breaks'. Such strong associations tell Yahoo! to put the two on the same

playlist more often, and if the positive ratings continue to come in, that

connection is reinforced. (Anderson 2006:101) Amazon does the same with their

customers who bought this item also bought recommendations.

Community development: Helping target customers develop their own

communities or create new ones.

Community participation: (See Communal marketing) Consumers do not filter

and rate companies and their offerings within company websites only. Being able,with little effort, cost or technical skills, to create their own online localities, a

large percentage of the filtering and rating takes place in non-sponsored, online

spaces. Organisations must go and meet their target customers at their favoured

online hangouts to not only listen but also participate in the dialogue.

10

7/29/2019 myways

11/69

Help consumers engage with one another: Give them content (viral podcasting,

videocasting, games, v-cards etc.) they can use to engage with one another.

Solicitation of user generated content: Engage them directly or indirectly with

your product by giving them the means or incentive to create user generated

content.

Customer self-service: Help them create a customer service FAQ in wiki or blog

format. Create a blog where technical support staff and customers can

communicate directly.

Product co-development: Create a blog where product developers and consumers

can communicate directly.

Customer engagement as a metric

All marketing practices, including internet marketing, include measuring the

effectiveness of various media along the customer engagement cycle, as consumers travel

from awareness to purchase. Often the use of CVP Analysis factors into strategy

decisions, including budgets and media placement.

The CE metric is useful for:

a) Planning:

Identify where CE-marketing efforts should take place; which of the communities

that the target customers participate in are the most engaging?

Specify the way in which target customers engage, or want to engage, with thecompany or offering.

b) Measuring Effectiveness: Measure how successful CE-marketing efforts have been at

engaging target customers.

11

7/29/2019 myways

12/69

The importance of CE as a marketing metric is reflected in ARF's statement:

"The industry is moving toward customer engagement with marketing communications

as the 21st century metric of marketing efficiency and effectiveness."

ARF envisages CE exclusively as a metric of engagement with communication, but it is

not necessary to distinguish between engaging with the communication and with the

product since CE behaviour deals with, and is influenced by, involvement with both.

Eric Peterson's definition also frames CE as a metric:

"Engagement is an estimate of the degree and depth of visitor interaction on the site

against a clearly defined set of goals."

In order to be operational, CE-metrics must be combined with psychodemographics. It is

not enough to know that a website has 500 highly engaged members, for instance; it is

imperative to know what percentage are members of the company's target market. As a

metric for effectiveness, Scott Karp suggests, CE is the solution to the same intractable

problems that have long been a struggle for old media: how to prove value.

The CE-metric is synthetic and integrates a number of variables. The World Federation of

Advertisers calls it 'consumer-centric holistic measurement'. The following items have all

been proposed as components of a CE-metric:

Root metrics

Duration of visit

Frequency of visit (returning to the site directly through a URL or bookmark -

or indirectly).

% repeat visits

Recency of visit

Depth of visit (% of site visited)

12

7/29/2019 myways

13/69

Click-through rate

Sales

Lifetime value

Action metrics

RSS feed subscriptions

Bookmarks, tags, ratings

Viewing of high-value or medium-value content (as valued from the

organisations point-of-view). 'Depth' of visit can be combined with this variable.

Inquiries

Providing personal information

Downloads

Content resyndication

Customer reviews

Comments: their quality is another indicator of the degree of engagement.

Ratio between posts and comments plus trackbacks.

In selecting the components of a CE-metric, the following issues must be resolved:

Flexible metric vs. Industry standard: According to some, CE "measurement has

never been one size fits-all" but should vary according to industry, organisation,

business goal etc. On the other hand, corporate clients and even agencies also

desire some type of solid index. Internal metrics could, perhaps, be developed in

addition to a comparative, industry-wide one. Other exponents of a flexible CE-

metric include Bill Gassman in his comments to How do you calculate

engagement? Part I. Eric Peterson shares Gassman's views.

Relative weighting: The relative weighting associated with each CE-component in

an algorithm. For instance, is subscribing to RSS more important than

contributing a comment? If yes how much more important exactly? Relative

weighting links up with the issue of flexible vs. standardised metrics: Is the

13

7/29/2019 myways

14/69

relative weighting going to be solid as will be required if the CE-metric is to be

standardised or is it going to differ depending on the industry, organisation,

business goals etc.?

Component measurability: Most of the components of a CE-metric face problems

of measurement. Duration of visit for example suffers from (a) failing to capture

the most engaged users who like to peruse RSS feeds; (b) inaccuracy arising from

leaving a tab open during breaks, stopping to converse with co-workers, etc.

Length of measurement: For how long must the various CE components be

measured if CE is to reflect loyalty rather than short-term, faddish engagement?

14

7/29/2019 myways

15/69

RESEARCH

METHODOLOGY

15

7/29/2019 myways

16/69

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

To analyze the Customer Engagement at Myways.

To know the customers view towards MyWays as a brand.

To analyze the customers overall shopping experience in MyWays.

MEANING OF RESEARCH

Research includes any gathering of data, information and facts for the

advancement of knowledge. Research must be systematic and follow a series ofsteps and a rigid standard protocol. These rules are broadly similar but may vary

slightly between the different fields of science.

MEANING OF RESEARCH METHODOLOGY

The word research methodology comes from the word advance learners

dictionary meaning of research as a careful investigation or inquiry specially

through search for new facts in any branch of knowledge for example someauthors have defined research methodology as systematized effort to gain new

knowledge.

Research Methodology can consider research as movement, a movement from the

known to the unknown. The term Research methodology is an academic activity

and as such the term should be used in technical sense. According to Clifford

Woody research comprises defining and redefining problems, formulating

hypothesis or suggested solutions, collecting, organizing and evaluating data,

making deduction and reaching conclusions and then testing of the conclusion to

determine whether they fit the in the formulating hypothesis.

16

7/29/2019 myways

17/69

Analysis of past data a helps the management of the company to plan its future

polices according to the external environment. Based on this, study has been taken

up financial analysis of the company. Any sound research must have a proper

design to achieve the required result, this study id constructed on the basis ofdescriptive design.

TYPES OF RESEARCH

Descriptive : Descriptive Research includes survey and fact finding enquiries of

different kinds.

The study conducted is a conclusive descriptive statistical study. Conclusive because

after conducting the study the researcher comes to a decision which is precise and

rational.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with

economy in procedure.In fact the research design is a conceptual structure within

which the research is conducted It constitute the blue print for the collection,

measurement and analysis of data. Decisions regarding what, when, where, how

much, by what means concerning an inquiry or research study constitute a

research design. Research design is needed because it facilitates the smooth sailing

of the various research operations thereby making research as efficient as possible

yielding maximal information with minimal expenditure of effort, time and

money.

17

7/29/2019 myways

18/69

TYPES & SOURCES OF DATA

PRIMARY DATA SOURCES

Through interaction with respondents.

SECONDARY DATA SOURCES:

Through internet, various official site of the Company.

Through pamphlets and brochures of the Company.

Journals & Magazine

In this study both Primary and Secondary Data has been used.

SAMPLE DESIGN

This project is special in nature and therefore method used for sample technique in

convenient sampling method. The method used for sample technique was

convenience sampling method. This method was used because it was not know

previously as to whether a particular person will be asked to fill the questionnaire.

Convenient sampling is used because only those people were asked to fill the

questionnaires who were easily accessible and available to the researcher.

SAMPLE SIZE

100 respondents

TOOLS OF ANALYSIS

I have used Structured Questionnaire Method. Some of the softwares used for

making this project will be Ms Word and Ms Excel.

LIMITATIONS

1. The respondents were limited and cannot be treated as the whole population.

2. The respondents may be biased.

18

7/29/2019 myways

19/69

3. The accuracy of indications given by the respondents may not be consider

adequate

4. Inspite of precautions taken there are certain procedural and technical

limitations.5. Lack of sufficient time to exhaust the detail study of the above topic became a

hindering factor in my research.

6. Resources were limited.

7. Respondents are not willing to respond properly.

19

7/29/2019 myways

20/69

SECTOR PROFILE

20

7/29/2019 myways

21/69

SECTOR PROFILE

Retailing in India is one of the pillars of its economy and accounts for 14 to 15

percent of its GDP. The Indian retail market is estimated to be US$ 450 billion andone of the top five retail markets in the world by economic value. India is one of

the fastest growing retail markets in the world, with 1.2 billion people.

As of 2013, India's retailing industry was essentially owner manned small shops.

In 2010, larger format convenience stores and supermarkets accounted for about 4

percent of the industry, and these were present only in large urban centers. India's

retail and logistics industry employs about 40 million Indians (3.3% of Indian

population).

Until 2011, Indian central government denied foreign direct investment (FDI) in

multi-brand retail, forbidding foreign groups from any ownership in supermarkets,

convenience stores or any retail outlets. Even single-brand retail was limited to

51% ownership and a bureaucratic process.

In November 2011, India's central government announced retail reforms for both

multi-brand stores and single-brand stores. These market reforms paved the way

for retail innovation and competition with multi-brand retailers such as Walmart,

Carrefour and Tesco, as well single brand majors such as IKEA, Nike, and Apple.

The announcement sparked intense activism, both in opposition and in support of

the reforms. In December 2011, under pressure from the opposition, Indian

government placed the retail reforms on hold till it reaches a consensus.

In January 2012, India approved reforms for single-brand stores welcoming

anyone in the world to innovate in Indian retail market with 100% ownership, but

imposed the requirement that the single brand retailer source 30 percent of its

goods from India. Indian government continues the hold on retail reforms for

multi-brand stores.

In June 2012, IKEA announced it had applied for permission to invest $1.9 billion

in India and set up 25 retail stores. An analyst from Fitch Group stated that the 30

21

7/29/2019 myways

22/69

percent requirement was likely to significantly delay if not prevent most single

brand majors from Europe, USA and Japan from opening stores and creating

associated jobs in India.

On 14 September 2012, the government of India announced the opening of FDI in

multi-brand retail, subject to approvals by individual states. This decision wa

welcomed by economists and the markets, but caused protests and an upheaval in

India's central government's political coalition structure. On 20 September 2012,

the Government of India formally notified the FDI reforms for single and multi

brand retail, thereby making it effective under Indian law.

On 7 December 2012, the Federal Government of India allowed 51% FDI in

multi-brand retail in India. The government managed to get the approval of multi-

brand retail in the parliament despite heavy uproar from the opposition. Some

states will allow foreign supermarkets like Walmart, Tesco and Carrefour to open

while other states will not.

Organized retailing, in India, refers to trading activities undertaken by licensed

retailers, that is, those who are registered for sales tax, income tax, etc. These

include the publicly traded supermarkets, corporate-backed hypermarkets and

retail chains, and also the privately owned large retail businesses.

Unorganized retailing, on the other hand, refers to the traditional formats of low-

cost retailing, for example, the local corner shops, owner manned general stores,

paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.

Organized retailing was absent in most rural and small towns of India in 2010.

Supermarkets and similar organized retail accounted for just 4% of the market.

Background

Growth over 1997-2010

India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale.

Then, it required government approval. The approval requirement was relaxed,

22

7/29/2019 myways

23/69

and automatic permission was granted in 2006. Between 2000 to 2010, Indian

retail attracted about $1.8 billion in foreign direct investment, representing a very

small 1.5% of total investment flow into India.

Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57

were approved and implemented. For a country of 1.2 billion people, this is a very

small number. Some claim one of the primary restraint inhibiting better

participation was that India required single brand retailers to limit their ownership

in Indian outlets to 51%. China in contrast allows 100% ownership by foreign

companies in both single brand and multi-brand retail presence.

Indian retail has experienced limited growth, and its spoilage of food harvest is

amongst the highest in the world, because of very limited integrated cold-chain

and other infrastructure. India has only 5386 stand-alone cold storages, having a

total capacity of 23.6 million metric tons. However, 80 percent of this storage is

used only for potatoes. The remaining infrastructure capacity is less than 1% of the

annual farm output of India, and grossly inadequate during peak harvest seasons.

This leads to about 30% losses in certain perishable agricultural output in India, on

average, every year.

Indian laws already allow foreign direct investment in cold-chain infrastructure to

the extent of 100 percent. There has been no interest in foreign direct investment

in cold storage infrastructure build out. Experts claim that cold storage

infrastructure will become economically viable only when there is strong and

contractually binding demand from organized retail. The risk of cold storing

perishable food, without an assured way to move and sell it, puts the economic

viability of expensive cold storage in doubt. In the absence of organized retail

competition and with a ban on foreign direct investment in multi-brand retailers,

foreign direct investments are unlikely to begin in cold storage and farm logistics

infrastructure.

23

7/29/2019 myways

24/69

Until 2010, intermediaries and middlemen in India have dominated the value

chain. Due to a number of intermediaries involved in the traditional Indian retail

chain, norms are flouted and pricing lacks transparency. Small Indian farmers

realize only 1/3rd of the total price paid by the final Indian consumer, as against2/3rd by farmers in nations with a higher share of organized retail. The 60%+

margins for middlemen and traditional retail shops have limited growth and

prevented innovation in Indian retail industry.

India has had years of debate and discussions on the risks and prudence of

allowing innovation and competition within its retail industry. Numerous

economists repeatedly recommended to the Government of India that legal

restrictions on organized retail must be removed, and the retail industry in India

must be opened to competition. For example, in an invited address to the Indian

parliament in December 2010, Jagdish Bhagwati, Professor of Economics and

Law at the Columbia University analysed the relationship between growth and

poverty reduction, then urged the Indian parliament to extend economic reforms

by freeing up of the retail sector, further liberalization of trade in all sectors, and

introducing labor market reforms. Such reforms Professor Bhagwati argued will

accelerate economic growth and make a sustainable difference in the life of India's

poorest.,

A 2007 report noted that an increasing number of people in India are turning to the

services sector for employment due to the relative low compensation offered by

the traditional agriculture and manufacturing sectors. The organized retail market

is growing at 35 percent annually while growth of unorganized retail sector is

pegged at 6 percent.

The Retail Business in India is currently at the point of inflection. As of 2008,

rapid change with investments to the tune of US $ 25 billion were being planned

by several Indian and multinational companies in the next 5 years. It is a huge

industry in terms of size and according to India Brand Equity Foundation (IBEF),

it is valued at about US$ 395.96 billion. Organised retail is expected to garner

24

7/29/2019 myways

25/69

about 16-18 percent of the total retail market (US $ 65-75 billion) in the next 5

years.

India has topped the A.T. Kearneys annual Global Retail Development Index

(GRDI) for the third consecutive year, maintaining its position as the mostattractive market for retail investment. The Indian economy has registered a

growth of 8% for 2007. The predictions for 2008 is 7.9%. The enormous growth

of the retail industry has created a huge demand for real estate. Property

developers are creating retail real estate at an aggressive pace and by 2010, 300

malls are estimated to be operational in the country.

Growth after 2011

Before 2011, India had prevented innovation and organized competition in its

consumer retail industry. Several studies claim that the lack of infrastructure and

competitive retail industry is a key cause of India's persistently high inflation.

Furthermore, because of unorganized retail, in a nation where malnutrition

remains a serious problem, food waste is rife. Well over 30% of food staples and

perishable goods produced in India spoils because poor infrastructure and small

retail outlets prevent hygienic storage and movement of the goods from the farmer

to the consumer.

One report estimates the 2011 Indian retail market as generating sales of about

$470 billion a year, of which a minuscule $27 billion comes from organized retail

such as supermarkets, chain stores with centralized operations and shops in malls.

The opening of retail industry to free market competition, some claim will enable

rapid growth in retail sector of Indian economy. Others believe the growth of

Indian retail industry will take time, with organized retail possibly needing a

decade to grow to a 25% share.A 25% market share, given the expected growth of

Indian retail industry through 2021, is estimated to be over $250 billion a year: a

revenue equal to the 2009 revenue share from Japan for the world's 250 largest

retailers.

25

7/29/2019 myways

26/69

The Economist forecasts that Indian retail will nearly double in economic value,

expanding by about $400 billion by 2020. The projected increase alone is

equivalent to the current retail market size of France.

In 2011, food accounted for 70% of Indian retail, but was under-represented byorganized retail. A.T. Kearney estimates India's organized retail had a 31% share

in clothing and apparel, while the home supplies retail was growing between 20%

to 30% per year. These data correspond to retail prospects prior to November

announcement of the retail reform. The Indian market offers endless possibilities

for investors.

It might be true that India has the largest number of shops per inhabitant. However

we (locatus) have detailed figures for Belgium, the Netherlands and Luxemburg.

In Belgium, the number of outlets is approximately 8 per 1,000 and in the

Netherlands it is 6. So the Indian number must be far higher.

The Indian retail market

Indian market has high complexities in terms of a wide geographic spread and

distinct consumer preferences varying by each region necessitating a need for

localization even within the geographic zones. India has highest number of outlets

per person (7 per thousand) Indian retail space per capita at 2 sq ft (0.19 m2)/

person is lowest in the world Indian retail density of 6 percent is highest in the

world. 1.8 million households in India have an annual income of over 45 lakh

(US$77,400.00).

While India presents a large market opportunity given the number and increasing

purchasing power of consumers, there are significant challenges as well given that

over 90% of trade is conducted through independent local stores. Challenges

include: Geographically dispersed population, small ticket sizes, complex

distribution network, little use of IT systems, limitations of mass media and

existence of counterfeit goods.

26

7/29/2019 myways

27/69

Challenges

A McKinsey study claims retail productivity in India is very low compared to

international peer measures. For example, the labor productivity in Indian retail

was just 6% of the labor productivity in United States in 2010. India's laborproductivity in food retailing is about 5% compared to Brazil's 14%; while India's

labor productivity in non-food retailing is about 8% compared to Poland's 25%.

Total retail employment in India, both organized and unorganized, account for

about 6% of Indian labor work force currently - most of which is unorganized.

This about a third of levels in United States and Europe; and about half of levels in

other emerging economies. A complete expansion of retail sector to levels and

productivity similar to other emerging economies and developed economies such

as the United States would create over 50 million jobs in India. Training and

development of labor and management for higher retail productivity is expected to

be a challenge.

In November 2011, the Indian government announced relaxation of some rules

and the opening of retail market to competition.

27

7/29/2019 myways

28/69

TRENDS IN RETAILING

Retailing in India is at a nascent stage of is evolution, but within a small period of

time certain trends are clearly emerging which are in line with the globalexperiences. Organised retailing is witnessing a wave of players entering the

industry. These players are experimenting with various retail formats. Yet, Indian

retailing has still not been able to come up with many successful formats that can

be scaled up and applied across India. Some of the notable exceptions have been

garment retailers like Madura Garments & Raymonds who have scaled their

exclusive showroom format across the country.

Experimentation with formats

Retailing in India is still evolving and the sector is witnessing a series of

experiments across the country with new formats being tested out; the old ones

tweaked around or just discarded. Some of these are listed in Table below.

Retailer Current Format New Formats. Experimenting With

Shoppers' Stop Department Store Quasi-mall

Ebony Department Store Quasi-mall, smaller outlets, adding food

retailCrossword Large bookstore Corner shops

Pyramid Department Store Quasi-mall, food retail

Pantaloon Own brand store Hypermarket

Subhiksha Supermarket Considering moving to self service

Vitan Supermarket Suburban discount store

Food world Food supermarket Hypermarket, Food world express

Globus Department Store Small fashion stores

Bombay Bazaar Aggregation of Kiranas

Efoodmart Aggregation of Kiranas

Metro Cash and carry

S Kumar's Discount store

28

7/29/2019 myways

29/69

Retailers are also trying out smaller versions of their stores in an attempt to reach a

maximum number of consumers. Crossword bookstores are experimenting with

Crossword Corner, to increase reach and business from their stores. Food World is

experimenting with a format of one-fourth the normal size called Food WorldExpress.

29

7/29/2019 myways

30/69

RETAILING FORMATS IN INDIA

Malls:

The largest form of organized retailing today. Located mainly in metro cities, inproximity to urban outskirts. Ranges from 60,000 sq ft to 7, 00,000 sq ft and

above. They lend an ideal shopping experience with an amalgamation of product,

service and entertainment; all under a common roof. Examples include Shoppers

Stop, Piramyd, and Pantaloon.

Department Stores:

Departmental Stores are expected to take over the apparel business from exclusive

brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop,

which started in Mumbai and now has more than seven large stores (over 30,000

sq. ft) across India and even has its own in store brand for clothes called Stop!.

Specialty Stores:

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

Crossword, RPG's Music World and the Times Group's music chain Planet M, are

focusing on specific market segments and have established themselves strongly in

their sectors.

Hyper marts/Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as

Supermarkets. These are located in or near residential high streets. These stores

today contribute to 30% of all food & grocery organized retail sales. Super

Markets can further be classified in to mini supermarkets typically 1,000 sq ft to

2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.

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

Discount Stores:

30

7/29/2019 myways

31/69

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

MRP through selling in bulk reaching economies of scale or excess stock left over

at the season. The product category can range from a variety of perishable/ non

perishable goods

Convenience Stores:

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

They stock a limited range of high-turnover convenience products and are usually

open for extended periods during the day, seven days a week. Prices are slightly

higher due to the convenience premium.

Department Stores:

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

needs. Further classified into localized departments such as clothing, toys, home,

groceries, etc.

MBOs :

Multi Brand outlets, also known as Category Killers, offer several brands across a

single product category. These usually do well in busy market places and Metros.

PLANS OF SOME OF THE LARGE RETAILERS

Pantaloon: Expansion into all possible formats of retail across categories and

segments. 30 mn sq.ft by FY10, foray in insurance, real estate and consumer

finance the turnover is expected to touch Rs. 30,000 cr ($ 6.67 bn) in FY10-11.

Reliance : Rs. 30,000 cr ($ 6.67 bn) investment to set up multiple retail

formats with expected sales of Rs. 90,000+ cr ($ 20 bn) by 2009-10

31

7/29/2019 myways

32/69

RPG : Planning IPO, 450+ Music World, 50+ Spencer's Hyper covering 4 mn

sq ft by 2010

Lifestyle: Rs. 450+ cr ($ 90 mn) investment in next 5 years to expand on Max

Hypermarkets & value retail stores, Home & Lifestyle Centers.

Rahejas: Shoppers' Stop, Crossword, Inorbit Mall, 'Home Stop' and recently

lunched hypermarket named 'Hyper city'. 55 hypermarkets across India, by

2015.

Subhiksha: 750 stores and Rs. 650+ cr ($ 145 mn) sales by March 2007.

Piramyd: 1.75 mn sq ft of retail space and 150 stores in next 5 years.

Trinethra : Recently acquired by the AV Birla group, Trinethra (currently

with two formats - Trinethra and Fabmall) plans 220 stores with a turnover of

over Rs. 300 cr ($667 mn) this fiscal.

Vishal Group : Plans include an IPO and investment close to Rs. 1250 cr ($

278 mn) by 2010, targeting 220 outlets, taking its cumulative retail space to 5

mn sq ft and sales turnover of Rs. 5000 cr ($ 1 bn+). With 50+ new stores

getting ready in the current fiscal the chain is investing Rs. 300 cr (66.67 mn)

with sales target of over Rs. 700 cr ($155.6 mn).

BharatiGroup: Plans Rs. 31,500 cr (US$ 7 bn) investment in creating retail

network in the country including 100 hyper malls and several hundred small

stores.

32

7/29/2019 myways

33/69

COMPANY PROFILE

33

7/29/2019 myways

34/69

COMPANY PROFILE

Myways - My Store present the most premium fashion destination of Bhopal -

MYWAYS at DB City, Bhopal. A retail network with pan India presence of 45

stores across 25 cities, each stuffed with renowned brands like Levis, Nike, Calvin

Klein and French Connection etc., MySTORE is readly to excite the youth of

Bhopal with international brands that taste similar to the attitude, style and fashion

trends of this city. What more brands of similar DNA will be housed under a

single roof. An oceanic brand presence will unbolt your mind about brand

awareness to brand consciousness. Not just brands they resemble the true YOU,

the lifestyle that you desire to put your foot into. For those who LIVE LIFE

BRAND WISE, we are fully geared upto get the most demanded brands

introduced to Bhopal. The list of Brands to Start which includes LEVIS, FCUK,

CKJ, ARROW, GANT IZOD BIJOUX TERNER, JACK & JONES, VERO

MODA, ONLY NIKE CLASSIC POLO, WILLS, ZODIAC, LAVIE, BEVERLY

HILLS POLO CLUB, ESPIRIT, etc. We also have wide range of Branded

perfumes in My Store which includes Elizabeth Arden, Azzaro, Benetton, CK,

DAVIDOFF, DIESEL, FERRARI GUESS, HUGO BOSS, ETC. We promise

nothing less than the biggest brand availability and never compromise for style,

trend and fashion.

34

7/29/2019 myways

35/69

No worries as there is no room for cramping both inside our soon to launch outlet

and outfits, so it would surely be a delight to shop at MYSTORE.

My Car Group was founded by Mr. Saurabh Garg in 2003. My Car Bhopal Pvt

Ltd, is a forerunner in automobile sales & the leader in this segment across MP.

My Car Group is today amongst the top business houses in central India. Its

footprint stretches over a wide range of businesses, spanning automobiles (four-

wheelers and two-wheelers sales), International apparel & footwear brands,

commercial vehicle sales & sales of renowned IT hardware and Mobile phone

brands. The group has recently ventured into the Real Estate business with My

Realty having its first project as MY CITY.

The integrity, dedication and determination to succeed which are characteristics of

the group today can be seen in its every-day operations. The tag-line of the group

With You in Mind is also symbolic of the customer centric approach that My

Car Group has towards its valued relations.

My Car Group Philosophy

Company Principles We abide by the adage of, Respect for the individual,

Retain the business. My Car Group believes in achieving maximum customer

delight through synergized efforts & smart team work.

My Car Group Vision statement

To become a top trading house with pan India presence measured by Customer

Satisfaction, Employees Pride and Share holders value by following ethical

practices.

35

7/29/2019 myways

36/69

My Car Group Mission statement

My Car Group is an Indian business house engaged in socially responsible

operations. We believe in being associated with global leaders, constantly striving

to add to our brand portfolio. We are dedicated to provide products and services ofsuch quality that our customers will receive superior value while our employees

and business partners will share in our success and our stock-holders will receive a

sustained superior return on their investment.

Sales and Services

By providing services that highlight the core values that make My Car Group

unique, we like to provide our customers with joy and excitement beyond their

expectations. Accordingly, the My Car Group brand stays a step ahead of the

diverse needs of our customers, always striving to provide products that enhance

customers enjoyment of life.

Management Core Group & philosophy

Board of Directors, Corporate Auditors and Operating Officers

Corporate Governance

Striving to become a company that society wants to exist. This has been and shall

always be the mantra for My Car Group. This statement symbolizes the spirit &

attitude with which each employee of the group works vigorously towards the

common goal of achieving the best possible results both internally & for the

overall satisfaction of our customers.

Corporate Citizenship Conscience

In India, though the Corporates understand their accountability towards the society

and are willing to take initiatives for the betterment, it becomes difficult for them

to reach the grass-root level. Our endeavor is to see that this gap is bridged by

getting into the very basic CSR activities at the Corporate level. Not the ones to

36

7/29/2019 myways

37/69

talk about our good deeds much, at this juncture we would only want to say that

My CAR Grouphas done work in the sectors of,

A. CSR Sponsored a film on Bhopal Gas Tragedy. Initiative for generatingconsciousness amongst the general public.

B. SOS village We have adopted 4 children of SOS village & look after their

education amongst other things.

C. Environment protection campaigns Organized car rallies with the Clean

Bhopal Green Bhopal initiatve.

D. NGOs Associated with an NGO for the education & betterment of slum

children.

My Car group vows to play its part in the betterment o f the society whenever &

wherever possible & also to keep taking initiatives that devolve into effective &

pure policies of progress for all. Not the ones to talk about our good deeds much,

we would provide details of the NGOs that we have tied up with, upon request.

37

7/29/2019 myways

38/69

38

7/29/2019 myways

39/69

DATA ANALYSIS

39

7/29/2019 myways

40/69

DATA ANALYSIS & INTERPRETATION

Q1. From where do you purchase Clothes and Accessories?

Options Percentage of Respondents

Nearby Shops 36

From a Particular Shop 22

My Ways 30

Others 12

0

5

10

15

20

25

30

35

40

PercentageofRespondents

Nearby Shops From a Particular

Shop

Vishal Megamart Others

Interpretation:

30% of the respondents say that they buy Clothes and Accessories from My Ways,

36% of the respondents say that that they buy Clothes and Accessories from

Nearby Shop, 22% of the respondents say that that they buy Clothes and

Accessories from a particular shop.

40

7/29/2019 myways

41/69

Q2. If you purchase Clothes and Accessories from My Ways , What is the

reason behind that ?


Offers 20

One Stop Solution 36Quality 18

Price 24

Other Reasons 2

0

5

10

15

20

25

30

35

40

PercentageofRespond

ents

Offers One Stop

Solution

Quality Price Other Reasons

Interpretation:

20% of the respondents say that they buy Clothes and Accessories from My Ways

because of offers, 36% of the respondents say that they buy Clothes and

Accessories from My Ways because the My Ways are one stop solutions, 18% of

the respondents say that they buy Clothes and Accessories from My Ways becauseof less price.

41

7/29/2019 myways

42/69

Q3. If you dont purchase Clothes and Accessories from My Ways, What is the

reason behind that?

Option Percentage of Respondents

Offers are not attractive 16

Range is Not Good 8Quality 28

Price 16

Other Reasons 32

0

5

10

15

20

25

30

35

PercentageofRespondents

Offers are not

attractive

Range is Not

Good

Quality Price Other Reasons

Interpretation:

16% of the respondents say that they dont purchase Clothes and Accessories from

My Ways because My Ways offers are not attractive, 8% of the respondents say

that My Ways dont have a wide range of Clothes and Accessories, 28% of the

respondents say that My Ways dont provide Quality products, 16% of therespondents are not satisfied with the price.

42

7/29/2019 myways

43/69

Q4 Would you like to purchase Clothes and Accessories from My Ways?

Options Percentage of respondents

Yes 54%

No 46%

Yes

54%

No

46%

Interpretation :

54% of the respondents said that they would like to purchase Clothes and Accessories

from My Ways and 46% of the respondents said that they dont like to purchase

Clothes and Accessories from My Ways.

43

7/29/2019 myways

44/69

Q5. How do you rate the Quality of Clothes and Accessories ?


Very Satisfied 20

Satisfied 48

Averagely Satisfied 26Dissatisfied 4

Very Dissatisfied 2

0

5

10

15

20

25

30

35

40

45

50

PercentageofRe

spondents

Very Satisfied Satisfied Averagely

Satisfied

Dissat isfied Very

Dissatisfied

Interpretation :

Most of the respondents are satisfied with the Quality of Clothes and Accessories.

44

7/29/2019 myways

45/69

Q6. How do you rate the shop Layout for Clothes and Accessories?


Very Satisfied 18

Satisfied 70Averagely Satisfied 12

Dissatisfied 0

Very Dissatisfied 0

0

10

20

30

40

50

60

70

PercentageofRespo

ndents

Very Satisfied Satisfied AveragelySatisfied

Dissat isfied VeryDissatisfied

Interpretation:

70% of the respondents say that they are satisfied with the Shop Layout for

Clothes and Accessories.

45

7/29/2019 myways

46/69

Q7. How do you rate the Price of Clothes and Accessories at My Ways?


Very Satisfied 24

Satisfied 52


Very Dissatisfied 2

0

10

20

30

40

50

60

PercentageofRe

spondents


Satisfied

Dissat isfied Very

Dissatisfied

Interpretation:

24% of the respondents are very satisfied with the Price range of Clothes and

Accessories at My Ways, 52% of the respondents say that they are satisfied with

the price range of Clothes and Accessories at My Ways.

46

7/29/2019 myways

47/69

Q8 What type schemes you expect from My Ways for Clothes and Accessories?

Options Percentage of respondents

Discount schemes 54%

Scratch cards 6%

Free gifts 32%Other Schemes 8%

0%

10%

20%

30%

40%

50%

60%

PercentageofR

espondents

Discount schemes Scratch cards Free gifts Other Schemes

Interpretation :

54% of the respondents said that they expect discount schemes, 6% of the respondents

said they expect scratch card schemes, 32% of the respondents said they expect free

gifts schemes and only 8% of the respondents said they expect other offers like 1+1

offers.

47

7/29/2019 myways

48/69

Q9. Does the executives & Sales Persons at My Ways escorts you and give correct

information regarding products and services of the store?

Options Percentage of respondentsYes 74%

No 26%

0%

10%

20%

30%

40%

50%

60%

70%

80%

PercentageofResp

ondents

Yes No

Interpretation :

74% of the respondents said that executives & Sales Persons at My Ways escorts

them and give correct information regarding products and services of the store

48

7/29/2019 myways

49/69

Q10. How do you rate the brand Image of My Ways for Clothes and Accessories?


Very Satisfied 48

Satisfied 42


Very Dissatisfied 0

0

5

10

15

20

25

30

35

40

45

50

PercentageofRe

spondents


Satisfied

Dissat isfied Very

Dissatisfied

Interpretation:

48% of the respondents say that they are very satisfied with the brand image of

My Ways for Clothes and Accessories, 42% of they are satisfied with the brand

image of My Ways for Clothes and Accessories.

49

7/29/2019 myways

50/69

Q11. Would you like to visit My Ways Again for purchasing Clothes and

Accessories?


Yes 68

No 32

Yes

68%

No

32%

Interpretation:

68% of the respondents say that if they have to do purchasing they will definitely

visit My Ways.

50

7/29/2019 myways

51/69

Q12. Do you recommend My Ways to others for Clothes and Accessories?


Yes 88

No 12

Yes

88%

No12%

Interpretation:

88% of the respondents say that they recommend My Ways to others for Clothes

and Accessories.

51

7/29/2019 myways

52/69

Q13. How much time do you take to do your shopping in My Ways for Clothes

and Accessories?


5-30 Min 32

1 to 2 Hours 46More than 2 Hours 22

5-30 Min

32%

1 to 2 Hours

46%

More than 2 Hours

22%

Interpretation:

Most of the respondents say that they require 1-2 Hours to do shopping from My

Ways. Some of the respondents say that on Sundays they require more time do

purchasing.

52

7/29/2019 myways

53/69

Q14. What do you think about the arrangement of Materials in My Ways?


Good 34

Average 48

Poor 18

0

5

10

15

20

25

30

35

40

45

50

Good Average Poor

Interpretation:

34% of the respondents say that arrangement of materials in My Ways is good, 48% of

the respondents say that arrangement of materials in My Ways is average, 18% of the

respondents say that arrangement of material in My Ways is poor.

53

7/29/2019 myways

54/69

Q15. How do you rate the Visual Displays at Shelfs of Products?


Good 78

Average 12

Poor 10

0

10

20

30

40

50

60

70

80

Good Average Poor

Interpretation:

78% of the respondents say that Visual Display on Shelfs is good, 12% of the

respondents have averagely rated the display on shelfs and 10% of the respondents have

rated Visual Display on shelfs as poor.

54

7/29/2019 myways

55/69

Q16. Does the Visual Merchandizing activities of the store effect your purchase

decision?


Yes 66

No 34

0

10

20

30

40

50

60

70

Yes No

Interpretation:

Most of the respondents say that visual merchandizing activities of the store do effect

their purchase decision.

55

7/29/2019 myways

56/69

Q17. Does the schemes and Offers clearly informed in the store?


Yes 88

No 12

0

10

20

30

40

50

60

70

80

90

Yes No

Interpretation:

88% of the respondents say that Schemes and offers are clearly informed at the store and

12% of the respondents say that schemes and offers are not clearly informed in the store.

It is clear that the offers are clearly informed and the company keeps its promise and does

not cheat customers by providing fake offers.

56

7/29/2019 myways

57/69

Q18. Have you ever faced problems related to products and services at My Ways? If

Yes was the problem resolved by the store in an efficient manner?


Yes 22

No 78

0

10

20

30

40

50

60

70

80

Yes No

Interpretation:

Most of the respondents have never faced problem in products and services of My Ways.

And those who have faced say that their problem was resolved effectively and quickly by

the store.

57

7/29/2019 myways

58/69

Q19. What is overall perception towards My Ways?


Good 68

Average 22

Poor 10

Good

68%

Average

22%

Poor

10%

Interpretation:

68% of the respondents say that My Ways are very much satisfied. My Ways is

attracting customers by offering free products.

58

7/29/2019 myways

59/69

Q20. What are the factors that attract you more?


Near to Home 42

Discounts 22

Offers/ Schemes 28Other Factors 8

Near to Home

42%

Discounts22%

Offers/ Schemes

28%

Other Factors

8%

Interpretation:

42% of the respondents say that they go to My Ways to do their purchasing

because it is near to their home, 22% of the respondents say that the discount

offered is good and 28% of the respondents say that they prefer to purchase items

from MyWays because of offers/schemes.

59

7/29/2019 myways

60/69

OBSERVATIONS

&

FINDINGS

60

7/29/2019 myways

61/69

FINDINGS

30% of the respondents say that they buy Clothes and Accessories from My

Ways, 36% of the respondents say that that they buy Clothes and Accessories

from Nearby Shop, 22% of the respondents say that that they buy Clothes and

Accessories from a particular shop.

20% of the respondents say that they buy Clothes and Accessories from My

Ways because of offers, 36% of the respondents say that they buy Clothes and

Accessories from My Ways because the My Ways are one stop solutions, 18%

of the respondents say that they buy Clothes and Accessories from My Ways

because of less price.

16% of the respondents say that they dont purchase Clothes and Accessories

from My Ways because My Ways offers are not attractive, 8% of the

respondents say that My Ways dont have a wide range of Clothes and

Accessories, 28% of the respondents say that My Ways dont provide Quality

products, 16% of the respondents are not satisfied with the price.

54% of the respondents said that they would like to purchase Clothes andAccessories from My Ways and 46% of the respondents said that they dont

like to purchase Clothes and Accessories from My Ways.

Most of the respondents are satisfied with the Quality of Clothes and

Accessories.

70% of the respondents say that they are satisfied with the Shop Layout for


24% of the respondents are very satisfied with the Price range of Clothes and

Accessories at My Ways, 52% of the respondents say that they are satisfied

with the price range of Clothes and Accessories at My Ways.

54% of the respondents said that they expect discount schemes, 6% of the

respondents said they expect scratch card schemes, 32% of the respondents

61

7/29/2019 myways

62/69

said they expect free gifts schemes and only 8% of the respondents said they

expect other offers like 1+1 offers.

74% of the respondents said that executives & Sales Persons at My Ways

escorts them and give correct information regarding products and services ofthe store

48% of the respondents say that they are very satisfied with the brand image of

My Ways for Clothes and Accessories, 42% of they are satisfied with the brand

image of My Ways for Clothes and Accessories.

68% of the respondents say that if they have to do purchasing they will

definitely visit My Ways.

88% of the respondents say that they recommend My Ways to others for


Most of the respondents say that they require 1-2 Hours to do shopping from

My Ways. Some of the respondents say that on Sundays they require more

time do purchasing.

34% of the respondents say that arrangement of materials in My Ways is good,

48% of the respondents say that arrangement of materials in My Ways is

average, 18% of the respondents say that arrangement of material in My Ways

is poor.

78% of the respondents say that Visual Display on Shelfs is good, 12% of the

respondents have averagely rated the display on shelfs and 10% of the

respondents have rated Visual Display on shelfs as poor.

Most of the respondents say that visual merchandizing activities of the store do

effect their purchase decision.

88% of the respondents say that Schemes and offers are clearly informed at the

store and 12% of the respondents say that schemes and offers are not clearly

informed in the store. It is clear that the offers are clearly informed and the

62

7/29/2019 myways

63/69

company keeps its promise and does not cheat customers by providing fake

offers.

Most of the respondents have never faced problem in products and services of

My Ways. And those who have faced say that their problem was resolvedeffectively and quickly by the store.

68% of the respondents say that My Ways are very much satisfied. My Ways is

attracting customers by offering free products.

42% of the respondents say that they go to My Ways to do their purchasing

because it is near to their home, 22% of the respondents say that the discount

offered.

63

7/29/2019 myways

64/69

REFERENCES

64

7/29/2019 myways

65/69

BIBLIOGRAPHY

BOOKS:

Chabbra, T.N. (2004):Marketing Management Dhanpat Rai & Co. (Pvt) Ltd.,

New Delhi

Kotler, Philip. (1999):Marketing Management Prentice Hall Of India Pvt.

Ltd., New Delhi.

Kothari, C.R (2001):Research Methodology, Vishwa Publication., New Delhi

Saxena, Rajan. (2003):Marketing Management Tata Mcgraw-Hill PublishingCompany Limited. New Delhi

Sontakki, C.N. (1997):Marketing Management Kayali Publisher., New Delhi

MAGAZINES

Business Today, Dec. 2007

Business World, July 2007

WEBSITES

www.vishalmegamart.com

www.ibef.org

65

7/29/2019 myways

66/69

ANNEXURE

66

7/29/2019 myways

67/69

QUESTIONNAIRE

Name : ______________________________

Address : ______________________________ Contact No. : ______________________________

Gender Male [ ] Female [ ] Age :________

Q1. From where do you purchase Clothes and Accessories?

a. Nearby Shops b. From a Particular Shop

c. My Ways d. Others

Q2. If you purchase Clothes and Accessories from My Ways , What is the

reason behind that ?

a. Offers b. One Stop Solution

c. Quality d. Price

e. Other Reasons

Q3. If you dont purchase Clothes and Accessories from My Ways, What is the

reason behind that?

a. Offers are not attractive b. Range is Not Good

c. Quality d. Price

e. Other Reasons

Q4 Would you like to purchase Clothes and Accessories from My Ways?

a. Yes b. No

Q5. How do you rate the Quality of Clothes and Accessories ?

a. Very Satisfied b. Satisfied

c. Averagely Satisfied d. Dissatisfied

e. Very Dissatisfied

Q6. How do you rate the shop Layout for Clothes and Accessories?




67

7/29/2019 myways

68/69

Q7. How do you rate the Price of Clothes and Accessories at My Ways?




Q8 What type schemes you expect from My Ways for Clothes and Accessories?




Q9. Does the executives & Sales Persons at My Ways escorts you and give correct

information regarding products and services of the store?

a. Yes b. No

Q10. How do you rate the brand Image of My Ways for Clothes and Accessories?




Q11. Would you like to visit My Ways Again for purchasing Clothes and

Accessories?

a. Yes b. No

Q12. Do you recommend My Ways to others for Clothes and Accessories?

a. Yes b. No

Q13. How much time do you take to do your shopping in My Ways for Clothes

and Accessories?

a. 5-30 Min b. 1 to 2 Hours

c. More than 2 Hours

Q14. What do you think about the arrangement of Materials in My Ways?

a. Good b. Average c. Poor Q15. How do you rate the Visual Displays at Shelfs of Products?

a. Good b. Average c. Poor

Q16. Does the Visual Merchandizing activities of the store effect your purchase

decision?

a. Yes b. No

68

7/29/2019 myways

69/69

Q17. Does the schemes and Offers clearly informed in the store?

a. Yes b. No

Q18. Have you ever faced problems related to products and services at My Ways? If

Yes was the problem resolved by the store in an efficient manner?

a. Yes b. No

Q19. What is overall perception towards My Ways?

a. Good b. Average c. Poor

Q20. What are the factors that attract you more?

a. Near to Home b. Discounts

c. Offers/ Schemes d. Other Factors

myways

Documents