Atif Project

7/31/2019 Atif Project

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A Report on

Studying consumer needs and behavior with respect to retail

on

By: Under the Guidance of

Student Name: 1. Faculty Mentors

Name I.T.S- IM

Enrollment No: 2. Industry Mentors Name

Batch: Designation

I.T.S Logo

I.T.S- Institute of Management

Greater Noida

Session:


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CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work

and that, to the best of my knowledge and belief, it reproduces no

material previously published or written that has been accepted for the

award of any other degree of diploma, except where due

acknowledgement has been made in the text.

(Student Name)

Enrollment No.

Date:


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(On Organization Letterhead)

Date: .

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. /Ms. of I.T.S- Institute of

Management, Greater Noida PGDM Batch 2011-13 has successfully

completed his/ her summer internship under the guidance of Mr./

Ms(Industry Mentors Name) for a duration of

..weeks, from.to, 2012.

During his/her tenure with us, we found him/her ..

We wish him/ her all the very best for future endeavours.

Signature

Name

DesignationOrganization seal


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CERTIFICATE

This is to certify that Mr. / Ms. .. PGDM (2011-13

Batch) a student of I.T.S- Institute of Management, Greater Noida hasundertaken the project on Project Title. The survey, data collection, &

analysis work for preparing the project has been carried out by the

student in partial fulfillment of the requirements for the award of

PGDM, under my guidance and supervision.

I am satisfied with the work of Mr. /Ms. ..

Date:

Faculty Mentors Name:

(Signature)


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ACKNOWLEDGEMENT

First of all I thank God for giving me this wonderful opportunity to undertake this research which is a

part of my MBA program.

I would like to sincerely thanks Mr. SUGANDH SRIVASTAV for giving me the wonderful opportunity to

work under his able guidance and support throughout my research.

I also thank persons working at Spencers corporate office and retail stores for giving me their

valuable time and vital information which forms a part of this report.

I would also like to thank my colleagues for rendering their help to me in this research.

Last but not the least, I thank my parents for their prayers, help and advice which helped me a lot to

complete this project report.

MOHAMMAD ATIF


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ACKNOWLEDGEMENT

First of all I thank God for giving me this wonderful opportunity to undertake this research which is a

part of my MBA program.

I would like to sincerely thanks Mr. SUGANDH SRIVASTAV for giving me the wonderful opportunity to

work under his able guidance and support throughout my research.

I also thank persons working at Spencers corporate office and retail stores for giving me their

valuable time and vital information which forms a part of this report.

I would also like to thank my colleagues for rendering their help to me in this research.

Last but not the least, I thank my parents for their prayers, help and advice which helped me a lot to

complete this project report.

MOHAMMAD ATIF


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EXECUTIVE SUMMARY

I had undergone training in the Marketing Department. My project title was Studying

consumer needs and behavior with respect to retail stores in Lucknow.

The objective of my project was to understand and analyze the work of the

Marketing Department and customer need with respect to retail stores. Initially I was told

to gather information about Spencers retail. After that I started gathering data regarding

customer needs and behavior, etc. In this we find out what customer is demanded and

what he received.

After getting an idea about the concept I prepared a questionnaire consisting of 6

questions from various categories such as FMCG product, staples & F&V etc.

I worked under the mentorship of Mr.SUGANDH SRIVASTAVA. He helped me

throughout my training period and provided me all necessary guidelines and instructions.

Later on some new trainees also joined and I was asked to take the lead and explain the work

to them. I prepared feedback questionnaire for the same as a part of my research

methodology.


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LIST OF THE CONTENT

Part- I

1. Company Profile

2. SWOT Analysis

Part- II

3. Introduction to the Project.

4. Objective of the Study

5. Research Methodology:

Types of Research.


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What is R.M

6. Findings: 78

Data Analysis 80

Interpretation 94

Limitations 101

7. Conclusion and Recommendations.

8. Bibliography

9. Appendix

Questionnaire


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INTRODUCTION

A. DISCUSSION OF THE THOERY


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PROJECT OBJECTIVE

This project intends to study the Comparative Analysis of Spencers with other retail players in

Lucknow. This project explicates the various aspects like the perceived and expected levels of

satisfaction of the consumers, factors affecting their choices and the factors which the Reliance Retail

should take cognizance of in the course of establishing their business.

The project is divided into two parts. The objectives for the first part of the project are:

To find out the consumer buying behavior about the modern retail stores. To find out the expected values and preferences of the consumers from the retail shoppers. To gauge consumers perception about frozen and packaged food and milk. To find the existing competitors of Reliance retail.

The objectives of the second part of the project are:

To find out the benefits that the shopkeepers intend to provide to their customers. To find the type of products they deal with. To find the income group of the customers visiting their shop.


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RESEARCH

Research is a systematized effort to gain new knowledge.

-Redman & Mory

Research is a careful investigation or inquiry especially through search for new facts in any branch of

knowledge.

-Advanced Learners Dictionary of Current English


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Research is the manipulation of things, concepts or symbols for the purpose of generalizing to

extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the

practice of an art.

-D.Slesinge & M. Stephenson


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DESCRIPTIVE RESEARCH

Descriptive researchincludes surveys and fact-finding enquiries of different kinds. The major purpose of

descriptive research is description of the state of affairs as it exists at present.

In social science and business research we quite often use the term Ex post facto research for

descriptive research studies. The main characteristic of this method is that the researcher has no control

over the variables; he can only report what has happened or what is happening.

Most Ex post facto research projects are used for descriptive studies in which the researcher seeks to

measure such items as, for example, frequency of shopping, preferences of people, or similar data.

The methods of research utilized in descriptive research are survey methods of all kinds, including

comparative and co relational methods.


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METHODS OF DATA COLLECTION

Survey

Statistical surveys are used to collect quantitative information about items in a population. A survey

may focus onopinionsor factual information depending on its purpose. .

Questionnaires

Questionnaires are a popular means of collecting data, but are difficult to design and often

require many rewrites before an acceptable questionnaire is produced.

Questions

Keep the questions short, simple and to the point

Use words and that are and familiar to the respondent.

Hypothetical questions should be avoided.

Avoid loaded questions that imply a certain answer.

Vacuous words or phrases should be avoided.
http://en.wikipedia.org/wiki/Opinionhttp://en.wikipedia.org/wiki/Opinionhttp://en.wikipedia.org/wiki/Opinionhttp://en.wikipedia.org/wiki/Opinion


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Interviews

Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons and

motivations for peoples attitudes, preferences or behavior. Interviews can be undertaken on a personal

one-to-one basis or in a group. They can be conducted at work, at home, in a shopping centre, or some

other agreed location.

Personal interview

Planning an interview:

List the areas in which you require information.

Decide on type of interview.

Transform areas into actual questions.

Make an appointment with respondent(s) discussing details of why and how long.

Try and fix a venue and time when you will not be disturbed.


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METHODOLOGY

The survey is based on interviewing grocery store consumers at various Catchments areas in Lucknow

were selected based on number of households & income groups in the catchments. The data is collected

using a random sample of consumers. The data and information is collected from selected catchments.

Consumers who have significant knowledge of the topic were identified and selected at random for

questioning. As per Questionnaire, interviews were conducted face to face on exit from grocery stores

to capture the attitude and experience of consumers who had just purchased grocery items. The choice

of face-to-face interview is to get high response rate and reduce the response bias. Both Qualitative &

Quantitative Data analysis is done in order to get deeper insights into the consumer behavior and store

loyalty for local grocery stores.

Research ethics Secondary data sources Qualitative methods Quantitative methods Research methodology textbooks The Internet as a medium for research
http://www.nrf.ac.za/yenza/research/ethics.htmhttp://www.nrf.ac.za/yenza/research/ethics.htmhttp://www.nrf.ac.za/yenza/research/data.htmhttp://www.nrf.ac.za/yenza/research/data.htmhttp://www.nrf.ac.za/yenza/research/qual.htmhttp://www.nrf.ac.za/yenza/research/qual.htmhttp://www.nrf.ac.za/yenza/research/quant.htmhttp://www.nrf.ac.za/yenza/research/quant.htmhttp://www.nrf.ac.za/yenza/research/reviews.htmhttp://www.nrf.ac.za/yenza/research/reviews.htmhttp://www.nrf.ac.za/yenza/research/internet.htmhttp://www.nrf.ac.za/yenza/research/internet.htmhttp://www.nrf.ac.za/yenza/research/internet.htmhttp://www.nrf.ac.za/yenza/research/reviews.htmhttp://www.nrf.ac.za/yenza/research/quant.htmhttp://www.nrf.ac.za/yenza/research/qual.htmhttp://www.nrf.ac.za/yenza/research/data.htmhttp://www.nrf.ac.za/yenza/research/ethics.htm


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Atif Project