8/9/2019 Customer Base Pooling in the Retail Outlet
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CUSTOMER BASE POOLING IN THE RETAIL OUTLET
Summary
Indian retailing industry has shown a revolutionary growth in
the last five years andhas emerged as the up coming sector
.According to Indian sector retail analysis.
report, organized retailing will form 10% of total retailing by
the end of 2010 and will
grow at the CAGR of 49.53%.Presently Indian organized market is
approximatelyRs.5000 cr.With the rise in the disposable income of
the consumers, consumer
markets are enlarging. With growing cut throat competition in
organized retailing,
retailers need to plan and work differently to attract the
customers. Retailers need to
attract the consumers first to convert them into customers.
The objective of this project report is to study the consumer
behaviour and designthe promotional strategies to pool the customer
in the outlet.The research assumes
significance since marketers have endeavored to cater to this
growing segment of
consumers. There are 1.6million households in India spending
over Rs.4 lakh ayear on digital accessories. These households will
treble to three million in the
next five year, that translates into a potential market of
Rs.63, 064 crore.Seeing
the potential new players with their retail stores are emerging
in electronics sectorlike Tatas (Croma), Videocon (next),Sony,
LG(LG shopee).
Main objectives
Main objectives of the Study can be summarized as follows:-
To analyze the ways to pool the customers in the outlet.
To identify what factors determine whether consumers choose to
buy
or not buy from the outlets.
To analyze the importance of satisfaction level in the
purchasing
environment
.
Company profile
NEXT is one of the emerging giants in the organized retailing of
consumer electronics
and home appliances products which has been formed to tap the
immense potential of
the 50,000 crores retail industry Under the aegis of NEXT Retail
India Ltd, NEXT has
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now become the only consumer electronics chain that delivers
across India with its
presence in 16 states and over 384 outlets Aiming to be a
multi-brand multi-productoutlet Next has an ambitious plan to
create a network of more than 400 retail outlets and
a targeted turnover of more than Rs. 700 crores by next
year.
Methodology
The study was focused on the marketing strategy to pool the
customer at the outlet. The
research was targeted across New Delhi and Meerut. , among all
the people within anyage group who visited the outlet. The survey
was mainly done through first hand basis
by filling up the questionnaire by the respondent on the spot. A
sample size of 50 wastaken to serve the purpose of the research.
The data which has been collected wasanalyzed by using the
Percentage Method and has been graphically represented by
means of Pie Charts and Bar Graphs .The data gathered from the
following sources:
Primary Source: A detailed Questionnaire was constructed which
solicitedinformation on the users, profile, , products/services
purchased from the outlet along
with future propensity to buy, customer satisfaction level ,
brand preferences, and the
factors that would increase the footfall in the outlet.
Secondary Source: The collection of Secondary Data was collected
mainly through a
range of Internet Portals and Websites. Some journals and
magazines were also referred
Conclusion
The report brings out various factors which can retain the
customer in the outlet like
ambience, competent pricing, excellent customer service etc. The
report shows that
buying behavior is shifting, from price centric to quality
centric. More focus is on
looking and feeling good and all this has happened mainly due to
the fact that thenumber of international brands available in India
markets has gone up ,easy availability
of credit ,rapid improvement in infrastructure, increasing
investment in technology
Customer appreciate the efforts done by the company to make them
feel special .Seeing
this tendency various promotional strategies have been thought
of and out of them threehave been examined critically, they are ad
on web portals ,loyalty program scheme,cross promotion which the
company has not yet implemented. The basic concept aboutfootfall
management is More of the right people for more time. For all this
data has to
be gathered to analyze and to make a strategy to increase the
footfall and to increase the
amount of conversion too. The store management and layout is
also important for
