project on jalan group

A STUDY ON CUSTOMER REACTION’S TO STORE ENVIRONMENTS IN JALAN’S

AtJalan’s Group , Varanasi

ByAnkit Mani TripathiIV Semester MBA

Reg. No 11MB8758

GuideProf. NSR Murthy

Project Report submitted to the University of Mysore in partial fulfillment of the requirement of IV Semester

MBA degree examinations – 2013

International Institute of Business Studies,

University of Mysore, Manasagangothri,Mysore -570006

1

ACKNOWLEGEMENT

I owe a great many thanks to a great many people who helped andsupported me for

the completion of this project report.

My deepest thanks to Dr.NSR MURTHY, Professor the Guide of the project for guiding and correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed.My deep sense of gratitude to Umesh Gautam (Sales manager) , Jalan’s Group ,Varanasi

for his supportand guidance. Thanks and appreciation to the helpful people at Jalan’s Group,

Varanasi for their support.

I would also thank my Institution and my faculty members without whom this

project would have been a distant reality. I also extend my heartfelt thanks IIBS

family and well-wishers.

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DECLARATION

I hereby declare that the project titled, “A study on customer reaction to store

environments” is original work done by me during May-June 2012 under the

guidance of Dr. NSR MURTHY, Professor, International institute of business

studies. This project or any part thereof has not been submitted for any Degree /

Diploma / Associate ship / Fellowship / any other title or recognition to this

University or any other University / Institution.

Place: Bangalore

Date:

(Ankit Mani Tripathi)

3

CONTENT

Chapter – I Literature review

1.1 Introduction ... ... ... ... ... ... 1

1.2 Current scenario 3

Chapter-II Industry and Company Profile

2.1 Industry Profile ... ... ... ... ... 6

2.2 Company Profile 13

2.3 Objectives of the study 23

Chapter-III Research Methodology

3.1 Sources of Data ... ... ... ... ... ... 25

3.2 Primary Data 25

3.3 Secondary Data ... ... ... ... ... ... 25

3.4 Sample design 25

3.5 Sample size ... ... ... ... ... ... . 25

3.6 Sample area... ... ... ... 25

3.7 Research instrument 25

3.8 Sample Unit... ... ... ... ... ... 25

3.9 Scope of the Study... ... ... ... ... ... 25

3.10 Data Analysis and Statistical Tools Used 25

3.11 Limitations of the study... ... ... ... ... 26

4

Chapter-IV Data Analysis ... ... ... ... 28

Chapter-VFindings, Suggestions and Conclusions ...

... ...

Findings & Observations 61

Chapter-VI Suggestions and recommendations … … …

Conclusion

Bibliography

Appendices

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Introduction

1.1 Introduction to Retail industry in India

The India Retail Industry is the largest among all the industries, accounting for

over 10 per cent of the country’s GDP and around 8 per cent of the employment.

The Retail Industry in India has come forthas one of the most dynamic and fast

paced industries with several players entering the market. But allof them have not

yet tasted success because of the heavy initial investments that are required to

break even with other companies and compete with them.

The India Retail Industry is gradually inching itsway towards becoming the next

boom industry.The total concept and idea of shopping has undergone an

attention drawing change in terms of formatand consumer buying behavior,

ushering in a revolution in shopping in India.

Modern retailing hasentered into the Retail market in India as is observed in the

form of bustling shopping centers, multi-storied malls and the huge complexes that

offer shopping, entertainment and food all under one roof.A large young working

population with median age of 24 years, nuclear families in urban areas, alongwith

increasing workingwomen population and emerging opportunities in the services

sector are goingto be the key factors in the growth of the organized Retail sector in

India. The growth pattern inorganized retailing and in the consumption made by

the Indian population will follow a rising graphhelping the newer businessmen

to enter the India Retail Industry.

In India the vast middle class and its almost untapped retail industry are the key

attractive forces for global retail giants wanting to enter into newer markets, which

in turn will help the India RetailIndustry to grow faster.

6

Indian retail is expected to grow 25 per cent annually. Modern retail in Indiacould

be worth US$ 175-200 billion by 2016. The Food Retail Industry in India

dominates theshopping basket. The Mobile phone Retail Industry in India is

already a US$ 16.7 billion business,growing at over 20 per cent per year. The

future of the India Retail Industry looks promising with thegrowing of the market,

with the government policies becoming more favorable and the

emergingtechnologies facilitating operations.

1.2 THE INDIAN RETAIL SCENE India is the country having the most unorganized retail market. Traditionally it is a

family’s livelihood,with their shop in the front and house at the back, while they

run the retail business. More than 99% retailer’s function in less than 500 square

feet of shopping space.

Global retail consultants KSATechnopark have estimated that organized retailing

in India is expected to touch Rs135,000crore in theyear 2014-15. The Indian retail

sector is estimated at around Rs 900,000 crore, of which the organizedsector

accounts for a mere 2 per cent indicating a huge potential market opportunity that

is lying in thewaiting for the consumer-savvy organized retailer.Purchasing power

of Indian urban consumer is growing and branded merchandise in categories

likeApparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewelry, are

slowly becominglifestyle products that are widely accepted by the urban Indian

consumer. Indian retailers need toadvantage of this growth and aiming to grow,

diversify and introduce new formats have to pay moreattention to the brand

building process. The emphasis here is on retail as a brand rather than

retailersselling brands. The focus should be on branding the retail business itself. In

their preparation to facefierce competitive pressure, Indian retailers must come to

recognize the value of building their ownstores as brands to reinforce

their marketing positioning, to communicate quality as well as value for money.

Sustainable competitive advantage will be dependent on translating core values

7

combining products, image and reputation into a coherent retail brand

strategy.There is no doubt that the Indian retail scene is booming. A number of

large corporate houses Tata’s,Raheja’s, Piramals’s, Goenka’s have already made

their foray into this arena, with beauty and healthstores, supermarkets, self-service

music stores, new age book stores, every-day-low-price stores,computers and

peripherals stores, office equipment stores and home/building construction

stores.Today the organized players have attacked every retail category. The Indian

retail scene has witnessedtoo many players in too short a time, crowding several

categories without looking at their corecompetencies, or having a well thought out

branding strategy.

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Chapter – 2

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2.1 Industry profile

The Indian retail industry has experienced high growth over the last decade with a

noticeable shift towardsorganised retailing formats. The industry is moving

towards a modern concept of retailing. The size of India's retail market was

estimated at US$ 435 billion in 2010. Of this, US$ 414 billion (95% of the market)

was traditional retail and US$ 21 billion (5% of the market) was organized retail.

India's retail market is expected to grow at 7% over the next 10 years, reaching a

size of US$ 850 billion by 2020. Traditional retail is expected to grow at 5% and

reach a size of US$ 650 billion (76%), while organized retail is expected to grow at

25% and reach a size of US$ 200 billion by 2020.

The US-based global management consulting firm, A T Kearney, in its Global

Retail Development Index (GRDI) 2011, has ranked India as the fourth most

attractive nation for retail investment, among 30 emerging markets.

As India’s retail industry is aggressively expanding itself, great demand for real

estate is being created. The cumulative retail demand for real estate across India is

expected to reach 43 million square feet by 2013. Around 46 per cent of the total

estimated demand between 2009 and 2013 will be come from Tier-1 cities. For

instance, Pantaloon Retail added 2.26 million square feet (sq. ft.) of retail space

during the fiscal 2011 and booked over 9 million sq. ft of retail space to fructify its

expansion plans in future.

Some of the key players in the Indian retail market, with a dominant share are:

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1) Pantaloon Retail Ltd, a Future group venture: Over 12 mn sq. ft. of retail

space spread over 1,000 stores, across 71 cities in India.

2) Shoppers Stop Ltd: Over 1.82 mn sq. ft. of retail space spread over 35 stores,

in 15 cities.

3) Spencer’s Retail, RPG Enterprises: Retail footage of over 1.1 mn sq. ft. with

approx 250 stores, across 66 cities.

4) Lifestyle Retail, Landmark group venture: Has approximately 15 lifestyle

stores and 8 Home centres. Other major domestic players in India are Bharti Retail,

Tata Trent, Globus, Aditya Birla ‘More’, and Reliance retail. Some of the major

foreign players who have entered the segment in India are–

5)Carrefour which opened its first cash-and-carry store in India in New Delhi.

6 Germany-based Metro Cash & Carry which opened six wholesale centres in the

country.

7)Walmartin a JV with Bharti Retail, owner of Easy Day store—plans to invest

about US$ 2.5 billion over the next five years to add about 10 million sqft of retail

space in the country.

8) British retailer Tesco Plc (TSCO) in 2008, signed an agreement with Trent Ltd.

(TRENT), the retail arm of India’s Tata Group, to set up cash-and-carry stores.

.

2.1.1Growth of Retail Companies

Growth of Retail Companies inIndia exhibits the boom intheretailindustry in

Indiaover the years. The increase inthe purchasing power of theIndianmiddle

classes andthe influx of the foreigninvestments has been encouraging in the

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Growth of Retail Companies in India.Reasons for the growth of retail industry

are:

ExistingIndianmiddle classes with anincreasepurchasing power

Rise of upcoming business sectors like theIT andengineering firms

Change inthe taste andattitude of theIndians

Effect of globalization

H eavy influx of FDIinthe retail sectors in India.

2.1.2 TYPES OF RETAIL

The retail industry isdividedinto organizedandunorganizedsectors.

Organized retailing refers to trading activities undertakenby licensedretailers,

thatis,thosewho are registeredfor sales tax, income tax, etc. These include

thecorporate- backedhypermarkets andretail chains, andalso the privately owned

large retail businesses.Unorganizedretailing, onthe other handrefers to the

traditional formats of low-cost retailing, for example, the localkiranashops, owner

mannedgeneral stores, paan/beedishops, convenience stores, handcart

andpavement vendors, etc.

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2.1.3 Retailing Formats in IndiaMalls

The largest form of organizedretailing today locatedmainly inmetro

cities,in proximity to urbanoutskirts. Ranges from 60,000 sq.ft. to 7, 00,000 sq.ft.

and

above.They lendanideal shopping experience with anamalgamationof

productservice andentertainment, all under a commonroof.Examples

includeShoppersStop,Vishal Mega Mart,India bulls, Pantaloons.

Specialty Store

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Chains such as the Bangalore basedKids Kemp, the Mumbai books

retailer Crossword, RPG's Music Worldandthe Times Group's music chainPlanet

M, arefocusingonspecific market segments andhave establishedthemselves

strongly in their sectors.

DiscountStores

As thename suggests,discount stores or factory outlets,

offer discounts ontheMRPthrough selling inbulk reaching economies of scale or

excess stock left over at the season. The product category carnage from a variety of

perishable / nonperishable goods.

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. 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, Vishal Mega Mart and now has

more than sevenlarge stores (over 30,000 sq. ft) across India and evenhas its own

in store brandfor clothes.

Hyper Markets / Super Markets

Large self service outlets, catering to varied shopper needs are termedas

Supermarkets.

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These are located in or near residential high streets. These stores today contribute

to30%of all food& grocery organized retail sales. Super Markets can further be

classified into mini supermarkets typically 1,000 sqft to2,000 sqft and large

supermarkets ranging from of 3,500 sqft to 5,000 sq ft .having a strong focus on

food& grocery and personal sales.

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 andare

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

slightly higher due to the convenience premium.

2.1.4 Challenges In Retailing:

Foreign Direct Investment:

FDI in retail in India, which has been recommended (to the extent of 51 per cent)

by ICRIER, a New Delhi-based policy research group, is under the consideration

of the Union Government. India’s retail industry being dominated by the

unorganized sector, there is a threat that FDI could adversely affect the small

retailers. Also, the threat Increases if report of the UK Competition Commission is

to be believed, which says thousands of retail jobs were lost on the entry of

hypermarkets through FDI in retail in the UK.

As per Images Handbook 2006, employment in retail is 2nd largest after

agriculture pegged at around 8% of India’s total employment, dominated by

supermarkets and hypermarkets. Therefore FDI will throw up huge employment

opportunities. Retail can create many new jobs in different sectors like BPO,

Tourism & hospitality, etc. FDI will radically and favorably impact the value

creation and modernization of India's retail sector.

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The think-tank has suggested that any opening up of FDI in retail should be

gradual (3-5 years) to give the domestic industry enough time to adjust to the

changes and to cope up with competition from Wal-Marts and Carrefour of the

world.

In terms of number of retail outlets, India ranks highest in the world with around

12 million outlets across the country. The excellent network of retail outlets is

going to be one of the principle driving forces behind the growth of the retail

industry.

On the other hand, the per capita retail space is among the lowest in the world at 2

sq ft. per person as opposed to 16 sq ft. per person in the US.

This fragmented nature of retail space seems to indicate a tremendous opportunity

for Indian retail to organize and reap the benefits of economies of scale.

The Price-sensitive Consumer:

The Indian consumers are price-sensitive and bargain-driven. Prices of branded

products are uniform throughout the country. Unbranded products or lesser-known

brands offer a very large margin to retailers, thereby allowing them to offer

discount.

Brand Competition:

The Indian urban consumers are value conscious. Many brands have established

themselves strongly over years. Despite the absence of an international retail chain,

international brands have edged out local competition by focusing on economies of

scal

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2.2 Company Profile

Jalan Group is a Varanasi (U.P.) based business house engaged in textile trading

through its wholesale and retail enterprises. It was set up with the pioneering effort

of Sri Deendayal Jalan in 1974.

The organization is inspired by the principles and ideologies of its founder Sri

Deendayal Jalan, who believes in providing the best products and services to

customers at the most reasonable price.

The best use of technology, human resource and business acumen, has brought the

Jalan Group to be one of the leading corporate of this region, and on its way to

becoming the National Textile Conglomerate.

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Privately owned and professionally managed Jalan Group is having a firm foothold

in Eastern U.P. with an excellent track record it constantly focuses on achieving

new heights.

All the endeavors of the organization are directed towards Achieving customer

satisfaction. With more than 1000 Employees and several offices across the

country, the annual turnover of the group has successfully crossed the milestone of

500 crores in 2010-2011.

A traditional business group with modern technology uses, this company operates

with value system and ethics and helps its employees realize their potential through

innovative HR practices. The company's goal is to empower and provide

employees with dynamic career path in congruence with corporate objectives. All-

round potential development and performance improvement is ensured by regular

in-house and external training.

The foundation of the company's growth is a deep understanding of economic

stimuli and customer needs, and the ability to translate them into customer-desired

offerings.

The group strongly believes in giving back to the society through its various

endeavors in promoting art and culture and other community development

activities. The company thus enjoys the image of a trustworthy and socially

responsible organization.

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Jalan Group, the leader in textile trading is also having two retail outlets-"Jalan's"

at Varanasi in addition to its whole setup Jalan Synthetics.

Started as one store enterprise to support the whole sale trading and to directly

provide cloths to consumers at lower price in 1999,has become today the Biggest

cloth store with highest sale in North India.

These shops offer affordable cloth & clothing’s at lowest possible rates to suit

every segment of the society. From one shop to multiple, from one floor to five

floors it has grown up very fast catering all price ranges. The cost benefit that is

derived from the large direct &experienced wholesale purchase with strong office

network throughout India is passed on to customer , therefore the slogan of

business is

'Sasta BhiAcchhaBhi'.

2.2.1 Aim/Vision/Mission

VISION:

“To become the most preferred retail organization in the categories and locations

we operate in through economic pricing and business excellence while upholding

our values and integrity, to improve the quality of life of our customers and

associates.”

1.GYANWAPI-The first retail outlet of the group is situated at Gyanwapi,

Varanasi near the famous Kashi Vishwanath temple. Since its inception in 1999,

this store has become the choice of thousands of valued customers. This shop

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offers a full range of textile products like Saris, Suiting, Shirting, Dress Material,

Furnishing cloth, Towel, Handloom etc. The per square feet sale of the store is

Rs.4800 which is one of the highest in India!

2.DURGAKUND-The second Retail store of the group Kabira complex is situated

at Durgakund, Varanasi in front of ManasMandir. It was started in 2005 and makes

available all textile products to its customers at reasonable prices. Moreover, it also

proffers to the customer other categories (apart from textile) like Watches, Camera,

Mobile, Cosmetics, Jewelry, Toys, Utensils & Crockery, Footwear, Gold and

Silver Jewelry etc. The store also has a food court which serves delicious meals

and snacks at reasonable prices.

3.BANSPHATAK-This store exclusively sells readymade garments. It acts like

the readymade branch of the Gyanwapi store. It is a fairly new addition by the

Retail division of the group. It opened in the year 2008 and in a short span of time

has started attracting large number of footfalls.

4.KUTCHEHRY-The newest member of the Jalan’s RetailFamily is the

Kutchehry Store. Its grand opening was held on 30th October, 2010 in the

auspicious presence of Pujya RameshbhaiOzaJi. It is a 16,000 square feet store

and makes available all varieties of clothes and other categories.

2.2.2 MISSION:

To ensure the right intakes and vigorous marketing for targeted growth with the

help of qualitative system and core values to accomplish the vision.

2.2.3 CORE VALUS:

C- Care for customer

R- Respect for associate

E- Excellence through teamwork

A- Always eager to learn

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T- Trust mutually

E- Ethical practices

2.2.4 BOARD OF DIRECTORS

Group Chairman: Sri DeendayalJalan

Managing Director: Sri KeshavJalan

Jt. Managing Director: Sri SuryakantJalan

President & C.E.O.: Sri Krishna Kumar Jalan

Directors: Sri Jai Krishna Burman& Sri BhagirathJalan.

2.2.5Social Projects

With support of group Surabhi Goshala,and others acts for betterment of cows.

At present these goshalas serve 1500 cows and in two decades it has prevented

approximately 60,000 cows from slaughter house.

These goshalas are dedicated towards preventing indigenous varieties of cows-

Ganga tiri, Gir, Haryana etc.

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Cow dung thus obtained has helped astoundingly in converting acres of barren land

into fertile land. Further this dung is also used for producing Gobar gas and various

types of indigenous fertilizers like-Gobar compost khad,

Samanvaykhad ,Nadepkhad , Slurry khad, Jhatpatkhad etc.

Milk as well as other milk products obtained from these cows is made available to

people through GorasBhanda.

Seth KisorilalJalanSaraswatiShisuMandir and Higher Secondry

School

In continuation of its effort of serving the society at large, the Jalan group has been

instrumental in establishment of school for serving the rural base children.

The group has formed Seth Kisorilal JalanSeva trust to properly execute such

needed project. To recognize such budding excellence, to build good character and

to promote the concept of responsible and active citizen so that that they can

contribute in the development of our society and nation.

This school is situated at Chakka Harahua near the bank of river Varuna (15 km.

far from the Varanasi city).

Since its inception in 1995 it has played a big role in improving the academic status

towards grooming the personality of its students.

The school is having hostel facility, which helps in continuing smooth schooling of

students from distant area.

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Students start their day from Morning Prayer which helps them in gaining focused

approach towards the aim of their life.

Time to time yoga classes are organized through they gain sound physical and

mental status.

To inculcate team spirit and logical thinking among the students occasionally

cultural programs, science exhibitions and other group activities are organized.

School is dedicated towards making the students get acquainted with our culture

and to inculcate these values in their day to day life, so as to build good character

and true citizen of nation.

Women Empowerment

Since the wind of change is sweeping across the globe in which women are

marking major contribution and there is strong need of empowering them at the

grass root level. With the support of Surabhi research Centre we provide platform

to unexposed talent of these rural women under the head-Mahila UdyamitaVikas

Kendra.

Volunteers of Surabhi research center introduced Learn and earn program for

these menial women, in which training related with stitching different type of

dresses under the head Silai Prashikshan Kendra embroidery & designing on

Ladies Suit,Saree,Making pickle, Papad Snacks etc.

Our group helps in continuous evolving process of women because of which these

women have made a number of gains in variety of spheres.

The result of empowerment of women in this area is amazing and it has helped in

raising the economic and social status of women.

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Mahila UdyamitaVikas Kendra is a source of inspiration, income and similarly a

big backbone support to all those women associated with it.

2.2.6Jalan’s concern

Plastic is used through out the world for a abroad no. of reasons. Although plastic

is certainly a globally important product there are many environmental concern

associated with its use.

The fact that plastic is durable means it degrades slowly in addition burning plastic

can some times results in toxic fumes.

Aside from trying to get rid of plastic , creating it can be costly to the environment

as well as it takes a large amount of chemical pollutant to create plastic as well as

significant amount of fossil fuels, seeing the environmental threats of plastic our

organization looks for strategic environmental themes .

And since there is nothing hidden that packing charge contribute a major cost and

even then we bear all cost on us and save about 10,000 kilograms of plastic every

year and use jute and other environmentally friendly material for the same.

2.2.7Products

Saree

Comes both in computer work and hand work

1-Synthetic Saree

2- Surat Saree

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Banarsi &Banarsi Local: Satan ,Katan, Pure Satan, Nylon, Bright Karishma,

Art crape, Tapeta, Crystal, Sciffon, KhaddiSciffon, Tussar Silk.

Bangloree: Pure silk, Handloom, Crape, Georgette,

Kolkata: Premium, Handwork, Ariwork, Pitaizari, Sequence work, Ganthwork,

Antique work, Zardozi work, Resham work.

Jaipur: Georgette, Viscose Patra, Chimki, Sequence, Bandhej, Khaddi print,

Handwork, Ariwork, Kasab work.

Cotton: Printed, Chunari, Laharia, Discharge Print, Rubber print, Gold print,

Resham Kadhai, Pearl, Light print and crystal,

Spun: Printed, Laharia, Raidana.

Mau: Crystal, Polyster, Karishma.

Rajkot: Ghatchola work and Print Chunari.

SuratSaree: Roto, Dkimaya, Dani, Russian, Orient, Lazer, Crape, Kimaya, Crape

Jacquard , Viscose, Tisoo, 60 Gram,Sciffon.

Suiting:

Plane 2x1 `58`

Plane 2x15 `56`, Mattie 2x15 `58`, Solid `58` 2x30, Tasa, Pickx Pick, Twill

(Woolen Piece), Silky Satan, PC Cotton, P.V., Pitch Finish , Counter Safari( P.V.

2.60 cut, P.V.3.00 cut), Counter PC Pant( P.V., P.V. 1.20,1.30 cut) , 100% Cotton

(1.30 Cut)

Shirting

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Plane Shirting (Synthetics)-Shirting, Lining, Check, Embroidery, Self, Linen,

Ajesting (Embroidery), Kurta.

Silk: Paper Silk, Matka Silk, Katan, Desi check, Khadi Silk.

Cotton Shirting: Plane, Check. Lining, Selfs, Lilen, Print.

Tanda Terricot: Kurta, Pocketing Astar.

PC Shirt: Plane, Lining, Check, Cuff and color, Embroidery, Silk, Kurta.

PC set: Match and Mix

Dress Material

Qualities: Silver Mat, Pitch, D-china, Ultra Satan , American Crape, Russian Dani,

Lazer, Liyon, Viscose, Rasgulla, French Crape, Braso, Vizi-Lizi, Cambric, Silk

Bleach and Dyed Items

Qualities:

Adhhi, Dhoti, Bleach Saree,Gray Dhoti, Khadi,Lattha, Roto, LalShalu, Tapestic,

Rubia, Vayal, Malmal, Marqueen, Patta, Poplin.

Handloom Items

Qualities:

Than Parda, Loongi, Dupatta, Gamchha, Shawl, Blanket, Dari, Mattie, Casement,

KhadiGamchha, Towel

Ready Made Items:

Ladies Wear: Ladies Suit, Night Suit, Nightie etc.

Men`s Wear: Pant, Shirt, Kurta, Pajama, Night Suit.

Girls Wear: Frock, Top, Skirts etc.

Boys Wear: Pant, Shirt, T-shirt etc.

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2.3 Objectives of the study

To identify customer’s reactions to store environments.

To understand the quality of service maintained in the store.

To determine the performance of sales persons in the store.

To determine the overall performance of the store.

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Chapter - 3

28

Research methodlogy

3.1 Sources of Data: The data has been collected from primary as well as

secondary sources

3.2 Primary Data: Data collection from primary Sources from primary data

(through consumer survey on the basis of questionnaire.

3.3 Secondary data: Secondary Data was collected from internet (companies

websites), and manuals of company.

3.4Sample design: In selecting the sample for the survey special care to be taken

to be sure that it was covering all the floors.

3.5Sample size: 108 Respondent’s

3.6Sample area: Jalan’s Kabira complex, Varanasi

3.7Research instrument: The tool used for data collection was Structured

Questionnaire which was designed keeping the objective in mind. Some direct

questions were asked to respondent.

3.8Sample Unit: Men and Women who visited store often or Occasionally.

3.9Data Analysis and Statistical Tools Used:

The data was analyzed using Statistical Package for Social Sciences (SPSS)

software. Percentages, Measures of Central Tendency, Frequencies

3.10Scope of the Study:

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The scope of the research has been restricted to Jalan’s kabira complex, Varanasi.

3.11Limitations of the study

First limitation is that customer is not willing to provide personal

information.

If any respondent ready to fill up questionnaire then he/she not willing to

provide their income related information that’s why sometimes this types of

survey become difficult to analyse.

Due to time constraints customer does not answered all the questions

properly.

The study was conducted only for 45 days.

30

Chapter - 4

Data analysis& interpretation

31

1. Male( ) Female ( )

GenderFrequency Percent Valid Percent Cumulative

Percent

ValidMales 54 50.0 50.0 50.0

Females 54 50.0 50.0 100.0Total 108 100.0 100.0

Table No– 4.1.1

171%

229%

Chart Title

Comments: The graph is showing that out of 108 respondents 71% are males and 29% are females.

32

2. Married ( ) Single ( )

Frequency Percent Valid Percent Cumulative Percent

ValidMarried 53 49.1 49.1 49.1Single 55 50.9 50.9 100.0Total 108 100.0 100.0

Table No– 4.1.2

12

33

Comments: The study shows that out of 108 respondants 55 are single and 53 are married.

:

a)<10 b) 10-20 b) 21-40 d) 41-60 e) 61-100 f) 100-150 g)>151

Table No– 4.3


Valid

<10 7 6.5 6.5 6.511-20 28 25.9 25.9 32.421-40 50 46.3 46.3 78.741-60 14 13.0 13.0 91.761-100 5 4.6 4.6 96.3101-150 2 1.9 1.9 98.1

>150 2 1.9 1.9 100.0Total 108 100.0 100.0

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3. Family Income (in Thousands)

Comments:Most of customers visiting the store is having monthly salary between 21000 to 40000.

a) 1 b) 2 c) 3 d) 4 e) 5 f) 6

Table No– 4.1.4


Valid

2 14 13.0 13.0 13.03 27 25.0 25.0 38.04 22 20.4 20.4 58.35 24 22.2 22.2 80.66 21 19.4 19.4 100.0

Total 108 100.0 100.0

35

4.No. of people in the family

Comments: Most of the people who visited jalan have 3 to 5 family member’s.

a) 1 b) 2 c)3 d) 4

Table No– 4.1.5


Valid

1 73 67.6 67.6 67.62 30 27.8 27.8 95.43 4 3.7 3.7 99.14 1 .9 .9 100.0

Total 108 100.0 100.0

168%

228%

34%

41%

36

5. No of people earning in the Family

Comments: Most of the customers coming in the store have only one member who

earns for the family.

a) <16 b) 16-21 c) 22-30 d) 31-40 e) 41-55 f) >55

Table No– 4.1.6

AgeFrequency Percent Valid Percent Cumulative

Percent

Valid

17-21 13 12.0 12.0 12.022-30 50 46.3 46.3 58.331-40 28 25.9 25.9 84.341-55 10 9.3 9.3 93.5>55 7 6.5 6.5 100.0

Total 108 100.0 100.0

37

6.Your Age

Comments: Most of the customers visiting the store is from age group between 22-30.

7. Education

a) School b) 12th Std. c) Graduated) P.G. e) Doctorate Table No– 4.1.7


Valid

Schooling 4 3.7 3.7 3.7Plus 2 20 18.5 18.5 22.2U.G. 52 48.1 48.1 70.4P.G. 23 21.3 21.3 91.7

Doctorate 9 8.3 8.3 100.0Total 108 100.0 100.0

38

Schooling Plus 2 U.G. P.G. Doctorate0

10

20

30

40

50

60

Series1

Comments:From this survey it is found that about 48% percent customers visiting the store is Post Graduate.

8. Occupation a) Service b) Businessman c) Homemaker d) Self-employed e) Student.

Table No– 4.1.8


Valid

Service 31 28.7 28.7 28.7Business 17 15.7 15.7 44.4

Homemaker 18 16.7 16.7 61.1Self Employed 1 .9 .9 62.0

Student 41 38.0 38.0 100.0Total 108 100.0 100.0

39

Comments:From the above graph it is found that most of the customers visiting the store is students and serviceman’s

B.

1. How often do you visit this store?

____ Weekly

____ Fortnightly

____ Thrice Monthly

____ Monthly

Table No– 4.2.1


Valid Weekly 26 24.1 24.1 24.1Fortnightly 13 12.0 12.0 36.1

Monthly 69 63.9 63.9 100.0

40

Total 108 100.0 100.0

Comments:It is inferred from the surveythat most of the customers visit the store monthly.

2. How much time do you spend in the store?

____ < 30 Minutes

____ 1 Hour

____ 1-2 Hours

____ 2-3 HoursTable No– 4.2.2


Valid

<30 Minutes 5 4.6 4.6 4.61 Hour 25 23.1 23.1 27.8

1-2 Hours 45 41.7 41.7 69.42-3 Hours 33 30.6 30.6 100.0

Total 108 100.0 100.041

<100023%

1000-200039%

2000-300023%

3000-500015%

Comments: Fromthe above chart we ascertain that 39% of the customers vising the store is earning between 1000-2000 and 15% is earning between 3000-5000.

3. How much money do you spend every time you visit the store?

____ a) <1000

____ b) 1000-2000

____ c) 2000-3000

____ d) 3000-5000

____ e) >5000

Table No– 4.2.3


Valid <1000 21 19.4 19.4 19.41000-2000 36 33.3 33.3 52.8

42

2000-3000 21 19.4 19.4 72.23000-5000 14 13.0 13.0 85.2

>5000 16 14.8 14.8 100.0Total 108 100.0 100.0

<100019%

1000-200033%

2000-300019%

3000-500013%

>500015%

Chart Title

Comments: It is ascertained from the graph that most of the customer visiting the

store is spending money between 1000-2000.

4. How far this store meets your monthlyrequirements?

____ a) >25%

____ b) 26-50%

____ c) 51-75%

____ d) 100%

Table No– 4.2.4


Valid <25% 30 27.8 27.8 27.826-50% 44 40.7 40.7 68.551-75% 33 30.6 30.6 99.1100% 1 .9 .9 100.0

43

Total 108 100.0 100.0

Comments: From the above chart it is find that store is not fully fulfilling the

basic needs of customers.

5. How do you feel about sales person’s behavior?

A) Excellent B) Good C) Average D) Bad

Table No– 4.2.5


Valid

Excellent 28 25.9 25.9 25.9Good 57 52.8 52.8 78.7

Average 20 18.5 18.5 97.2Bad 3 2.8 2.8 100.0Total 108 100.0 100.0

44

126%

253%

319%

43%

Comments: From the above pie chart it inferred that the behavior of sales person’s

towards the customers is good.

6. The cleanliness maintained in the store is –

A) Excellent B) Good C) Average D) Bad

Table No– 4.2.6


Valid

Excellent 38 35.2 35.2 35.2Good 58 53.7 53.7 88.9

Average 12 11.1 11.1 100.0Total 108 100.0 100.0

45

ExcellentGoodAveragebad

Comments: This research show that the cleanliness maintained in the store is good

and excellent.

Part II: Now that you have had a chance to take in the store atmosphere, please mark the adjective that best describes your mood. Base your answers on how the setting and what was happening around you, made you feel.

1. Happy – Unhappy

____ a. Extremely Happy

____ b. Happy

____ c. Slightly Happy

____ d. Neither Happy nor Unhappy

____ e. Slightly Unhappy

46

____ f. Unhappy

____ g. Extremely Unhappy

Table No– 4.3.1


Valid

Extremely Happy 30 27.8 27.8 27.8Happy 53 49.1 49.1 76.9

Slightly Happy 10 9.3 9.3 86.1Neither Happy nor

Unhappy6 5.6 5.6 91.7

Sightly Unhappy 7 6.5 6.5 98.1Unhappy 2 1.9 1.9 100.0

Total 108 100.0 100.0

47

Comments:From the above chart we can analyze that majority of the customers

are happy and out of 108 customers 30 are Extremely happy.

48

2. Satisfied – Unsatisfied

____ a. Extremely Satisfied

____ b. Satisfied

____ c. Slightly Satisfied

____ d. Neither Satisfied nor Unsatisfied

____ e. Slightly Unsatisfied

____ f. Unsatisfied

____ g. Extremely Unsatisfied

Table No– 4.3.2


Valid

Extremely Satisfied 23 21.3 21.3 21.3Satisfied 62 57.4 57.4 78.7

Sightly Satisfied 13 12.0 12.0 90.7Neither Satisfied nor

Unsatisfied6 5.6 5.6 96.3

Sightly Unsatisfied 3 2.8 2.8 99.1Unsatisfied 1 .9 .9 100.0

Total 108 100.0 100.0

49

Extremely Satis-fied21%

Satisfied58%

Sightly Satisfied12%

Neither Satisfied nor Unsatis-fied6%

Sightly Unsatisfied3%

Comments:From the data collected we can determine that 58% of customers

visiting the store is satisfied from the internal environments 3% are Slightly

unsatisfied.

50

Next, please mark the option that you believe best describes the environment.

3. Surprising Layout ‐ Usual Layout

____ a. Extremely Surprising Layout

____ b. Surprising Layout

____ c. Slightly Surprising Layout

____ d. Neither Surprising or Usual Layout

____ e. Slightly Usual Layout

____ f. Usual Layout

____ g. Extremely Usual Layout

Table No– 4.3.3


Valid

Extremely Surprising Layout

1 .9 .9 .9

Surprising Layout 30 27.8 27.8 28.7Sightly Surprising

Layout8 7.4 7.4 36.1

Neither Surprising nor Usual

10 9.3 9.3 45.4

Sightly Usual Layout 7 6.5 6.5 51.9Usual Layout 52 48.1 48.1 100.0

Total 108 100.0 100.0

51

Comments:The survey shows the layout of the store is usual for 52 customers

while for 30 customers it is surprisingout of 108 customers surveyed.

52

4. Unordered Displays ‐ Orderly Displays

____ a. Extremely Cluttered Displays

____ b. Cluttered Displays

____ c. Slightly Cluttered Displays

____ d. Neither Cluttered nor Orderly Displays

____ e. Slightly Orderly Displays

____ f. Orderly Displays

____ g. Extremely Orderly Displays

Table No– 4.3.4


Valid

Extremely Cluttered Display

12 11.1 11.1 11.1

Cluttered Display 29 26.9 26.9 38.0Sightly Cluttered Display 9 8.3 8.3 46.3Sightly Orderly Displays 2 1.9 1.9 48.1

Orderly Displays 53 49.1 49.1 97.2Extremely Orderly

Displays3 2.8 2.8 100.0

Total 108 100.0 100.0

53

Comments:From the above chart it is ascertain that most of the customers find

the displays in ordered way while some of them said it is cluttered.

54

5. Crowded ‐ Uncrowded

____ a. Extremely Crowded

____ b. Crowded

____ c. Slightly Crowded

____ d. Neither Crowded nor Uncrowded

____ e. Slightly Uncrowded

____ f. Uncrowded

____ g. Extremely Uncrowded

Table No– 4.3.5


Valid

Extremely Crowded 10 9.3 9.3 9.3Crowded 53 49.1 49.1 58.3

Slightly Crowded 11 10.2 10.2 68.5Neither Crowded nor

Uncrowded7 6.5 6.5 75.0

SlightlyUncrowded 2 1.9 1.9 76.9Uncrowded 25 23.1 23.1 100.0

Total 108 100.0 100.0

55

Comments: It is inferred that most of the customers find the store crowded while

some of them said is un crowded.

56

6. Stimulating Music ‐ Dull Music

____ a. Extremely Stimulating Music

____ b. Stimulating Music

____ c. Slightly Stimulating Music

____ d. Neither Stimulating nor Dull Music

____ e. Slightly Dull Music

____ f. Dull Music

____ g. Extremely Dull Music

Table No– 4.3.6


Valid

Extremely Stimulating Music

26 24.1 24.1 24.1

Stimulating Music 55 50.9 50.9 75.0Slightly Stimulating

Music9 8.3 8.3 83.3

Neither Stimulating nor Dull Music

7 6.5 6.5 89.8

Slightly Dull Music 2 1.9 1.9 91.7Dull Music 9 8.3 8.3 100.0

Total 108 100.0 100.0

57

Comments: From the above chart it is ascertained that the music in the store is

most of the times stimulating while for sometimes it is dull.

58

7. Difficult ‐ Easy to move about in

____ a. Extremely Difficult to move about in

____ b. Difficult to move about in

____ c. Slightly Difficult to move about in

____ d. Neither Difficult nor easy to move about in

____ e. Slightly Easy to move about in

____ f. Easy to move about in

____ g. Extremely Easy to move about in

Table No– 4.3.7


Valid

Extremely Difficult to Move

6 5.6 5.6 5.6

Difficult to Move 9 8.3 8.3 13.9Sightly Difficult to Move 15 13.9 13.9 27.8

Neither Difficult nor Easy to Move

11 10.2 10.2 38.0

Sightly Easy to Move 5 4.6 4.6 42.6Easy to Move 62 57.4 57.4 100.0

Total 108 100.0 100.0

59

Comments: From the above chart it is inferred that customers find it is easy to

move about in the store while for few it slightly difficult to move in the store.

60

8. Noisy ‐ Quiet

____ a. Extremely Noisy

____ b. Noisy

____ c. Slightly Noisy

____ d. Neither Noisy nor Quiet

____ e. Slightly Quiet

____ f. Quiet

____ g. Extremely Quiet

Table No– 4.3.8


Valid

Extremely Noisy 3 2.8 2.8 2.8Noisy 32 29.6 29.6 32.4

Sightly Noisy 18 16.7 16.7 49.1Neither Noisy nor

Quiet8 7.4 7.4 56.5

Sightly Quiet 8 7.4 7.4 63.9Quiet 39 36.1 36.1 100.0Total 108 100.0 100.0

61

Comments: The survey show that sometimes the store environment is noisy and

sometimes it is quiet.

62

How do the following factors influence your decision to make a purchase in the store?

1. Value For Money

____ a. Very Important

____ b. Quite Important

____ c. Not very Important

____ d. Not at all Important

Table No– 4.4.1

Value for MoneyFrequency Percent Valid Percent Cumulative

Percent

ValidVery Important 81 75.0 75.0 75.0Quite Important 27 25.0 25.0 100.0

Total 108 100.0 100.0

Very Impor-tant93%

Quite Important6%

Not Very Important2%

Chart Title

Comments: From the above graph it is inferred that Value for money is very

important(93%) for customers.

63

2. Quality





Table No– 4.4.2


ValidVery

Important108 100.0 100.0 100.0

Very Important

1

Comments: All the consumers has said that the quality of the product for them is

very important during the purchase of any product.

64

3. Variety, e.g. sizes and colors





Table No– 4.3.3


Valid

Very Important 100 92.6 92.6 92.6Quite Important 6 5.6 5.6 98.1

Not Very Important

2 1.9 1.9 100.0

Total 108 100.0 100.0

Very Important Quite Important Not Very Important0

10

20

30

40

50

60

Series1

Comments: Almost all the customers have responded that the size and colours of

the product is also important for them.

65

4. Sales/Discounts





Table No– 4.4.4


Valid


Not Very Important

18 16.7 16.7 94.4

Not at all Important

6 5.6 5.6 100.0

Total 108 100.0 100.0

Very Important49%

Quite Important29%


Not at all Important6%

Chart Title

Comments:From the above chart it is found that for some(49%) discounts is very important while for some it does not matters.

66

5. Brand of the Store, e.g. Image & Name





Table No– 4.4.5


Valid


Not Very Important

4 3.7 3.7 96.3

Not at all Important

4 3.7 3.7 100.0

Total 108 100.0 100.0

Chart TitleVery Important Quite ImportantNot Very Important Not at all Important

Comments: It is also found from the study that the brand of the store also

influence customers.

67

6. Parking Space for Vehicles





Table No– 4.4.6

PD-Parking SpaceFrequency Percent Valid Percent Cumulative

Percent

Valid


Not Very Important

5 4.6 4.6 100.0

Total 108 100.0 100.0

Comments: The survey shows that the parking space of the store also influence the

customers and it is very important for them.

68

7. Location, e.g. Nearby your house





Table No– 4.4.7


Valid


Not Very Important

10 9.3 9.3 100.0

Total 108 100.0 100.0

Very Important70%

Quite Important20%


Comments:From the above graph it is inferred that for 70% of the consumers

location is very important factor while for 9% it is not at all important.

69

Rate the overall performance of Jalan’s.

A) Excellent B) Very good C) Good D) Average E) Bad


Valid

Excellent 58 53.7 53.7 53.7Very Good 28 25.9 25.9 79.6

Good 21 19.4 19.4 99.1Average 1 .9 .9 100.0

Total 108 100.0 100.0

Comments: The graph shows that the Jalan’s overall performance is Excellent.

70

Chapter - 5

71

5.1 Findings& Observations

Maximum number of consumers visiting the store is on monthly basis.

The store does not able to meets the monthly requirements of customers.

Store is performing well in attracting the customers.

Cleanliness and hygiene maintained in the store is excellent.

Behaviour of the sales persons is good towards the customers.

Most of the customers feel happy and satisfied inside the store.

Most of the time store is crowded from the point of customers.

Location of Jalan is outstanding.

Customers find easy to move inside the store.

The music in the store is stimulating.

Value for money and quality of product is very important for consumers.

Sales and discounts does not always influence a consumer buying

behaviour.

Space for parking vehicles also influence for making decision in purchase.

Location of the store is very important for the customers.

The overall performance of jalan’skabira complex is excellent in Varanasi

city.

72

5.2Suggestions and recommendations

Cleanliness and hygiene should be maintained regularly.

More basic human needs should be added.

The sales person behaviour should be improved.

Some more benefits will be given to employees so that they can give their full effort in sales.

Keep all range of jeans all the time.

There should be a separate department for inventory management.

73

project on jalan group

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