Retail management chinmaya

8/7/2019 Retail management chinmaya

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Retail management

ACKNOWLEDGEMENT


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This project is done in partial fulfilment for the subject retail management, and I would like to

thank a few people who helped me in completing this project.

To begin with, I would want to thank Mr. Jay Kumar senior faculty, bachelors in Hotel

Management, Christ University, who gave me some valuable inputs in completing this project.

I would like to thank, Mr Sushil.D, H.O.D Hotel Management, Christ university for being

supportive and helping me complete this project.

And I would also like to extend my thanks to the management and the staff of food bazaar for

their generous help in every step of completing this project

And last but not least I would like to thank my family and friends for their compete support and

guidance without which I could not have completed this project.


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CONTENTS

SL.NO Title Page No.

I Introduction 1-5

IIobjectives

6

IIIabstract

6

IVSynopsis

7

V Data collection7

VI Store layout 8

VII Images11

VIII Visual merchandising12

IX Food merchandising14

X Branding15

XI Lighting15

XII Consumer Questionnaire17-19

XIII

Management Questionnaire

20-22

XVI

Graphs Interpretation and

Findings23-28

XV

Conclusion

29

XVI Bibliography 30


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THE FOOD BAZAAR

Introductory note :

Future Group, led by its founder and Group CEO, Mr. Kishore

Biyani, is one of Indias leading business houses with multiple

businesses spanning across the consumption space. While retail

forms the core business activity of Future Group, group

subsidiaries are present in consumer finance, capital, insurance,leisure and entertainment, brand development, retail real estate

development, retail media and logistics.Led by its flagship

enterprise, Pantaloon Retail, the group operates over 16 million

square feet of retail space in 73 cities and towns and 65 rural

locations across India. Headquartered in Mumbai (Bombay),

Pantaloon Retail employs around 30,000 people and is listed on

the Indian stock exchanges. The company follows a multi-format

retail strategy that captures almost the entire consumptionbasket of Indian customers


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LOGO

Outlet: Food bazaar

Category: supermarket

Address:

#22, Slaturia TowersHosur Main Road, 6th BlockKoramangalaBangalore -560095

Phone: (080)32466670

E.mail:[email protected]

Landmark: 100 meters from forum mallOwned by: future group

Size: 15000 sq feet

Type of merchandize: there are about 16500 ranges of

products available .such as I.T.C products, M.T.R products, ponds,
http://yellowpages.sulekha.com/bangalore/koramangala/allcategory.aspxhttp://yellowpages.sulekha.com/bangalore/koramangala/allcategory.aspx


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Grocery, fresh and packed fruits and vegetables, dairy products

etc

Staffing: total of 35 staff, and then they are grouped into teams

and allotted to handle different areas and products in the outlet.

Type:

its a supermarket the western values of convenience, cleanliness andhygiene are offered through pre packed commodities and theIndian values of See Touch and Feel are offered through thebazaar, like atmosphere created by displaying staples out in theopen, all at very economical and affordable prices without anycompromise on quality.

The best of everything offered with a seal of freshness and puritywill definitely make your final buying decision a lot easier.

Objectives:

1) To know types of merchandise the type of ownership to know

the Retailing strategic

2) To identify the latest trends adopted by these outlets

customers service provided future project

Abstract:

Retailing under such scrutiny has led to the downfall of many

small vendors and stirred the opportunities of many others.

Those who are diverse are the ones who thrive

Strategic implementation of new feasible and reachable ideas

to the consumers along with Unparalleled and irresistible offers

and discounts is the mantra behind the bubbling bazaars.


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Data collecting:

Personal interviews with management and staff.

Distribution of questionnaires. Magazines and journals.

Mass media sources- Internet and Newspapers.

Personal conversations with consumers visiting the outlet

Conclusion :

The objective of doing this assignment is to assess as to whether

the retail store - Food bazaar has adopted the right type of layout

making it one of the competitors for the other retail chainspresent at that particular area. Also whether it has achieved its

status as one of the best retail chains in Bangalore. With the retail

industry growing to be the next upcoming business, has Food

bazaar achieved its mark in this industry in terms of its sales and

profits, its layout design and the quality and choice of products

provided to its customers.

At the completion of this study the results of the above

mentioned objectives will be established

Store layout

Grid Layout:The rows of Gondola directing towards checkout is

the layout called Grid Layout.In a grid layout customers circulate

up and down through the fixtures and in fact, the, the grid layout

is often referred to as a maze.


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Geometrical Layout: The floor area is used as is and it is in a

specific shape. The floor area is square, rectangular, triangle,

circle, etc.

free Form :Layout: This type of layout is a retailers primary

choice when it comes to Layout Planning or Designing. These

layout makes you feel where and what are you shopping.The

simplest type of store layout is the free flow Layout, in which


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fixtures and merchandise are grouped into free flowing patterns

on the sales floor. Customers are encouraged to flow freely

through all the fixtures, because there are usually no defined

traffic patterns in the store. This type of layout works well in small

stores, usually smaller than 5000sq ft, in which customers wish tobrowse through all of the merchandise.

Race Track Layout: This kind of layout has a center point thatdirects towards various sections of the store.Major benefit of the

loop or racetrack layout is that it exposes shoppers to the

greatest possible amount of merchandise.

LAYOUT


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OTHERS IMAGES


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Visual merchandising:

Food bazaar follows an open store format. This format limits the

retailers approach too often with the customer, and makes the

customer self reliant. The customer helps himself or herself in thissystem, or only otherwise if any...

The layout plays a vital role in the visual merchandising. A

customer who is familiar with the store layout is likely to buy

more than those unfamiliar with it.

The layout helps support the customers memory of the list of

things they plan to buy and where they are likely to find these

items in the store.

Visual merchandising is the activity of promoting the sale of

goods, especially bytheir presentation in retail outlets. Thisincludes combining products, environments, and spaces into a

stimulating and engaging display to encourage the sale of a

product or service. It has become such an important element in


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retailing that a team effort involving the senior management,

architects, merchandising managers, buyers, the visual

merchandising director, industrial designers, and staffs is needed.

At the food bazaar, the components primarily being the walls andfloors, lightings, fixtures and music and of course the

merchandise have synchronized in a customer friendly fashion

and has given the store a differentiated look. Perhaps it has

created an appeal amongst everyday buyers.

The atmosphere is consistent with the stores image and

strategy

Movement within the store is in a twin circular fashion. Theentrance is through the centre door, and leads to the main middle

aisle, and then divides into two. The customers choose either one

of the divergent aisle based on the what to buy factor. Hence

the movement is vividly manifested, and the buyer is left

unconfused.

Food merchandising:

Here the food merchandising strategy considers the 5 senses .

1. It keeps customers lingering in the store

2. Help them with the buying decision process.

3. Aroma, if pleasant, is used to help sell product.

4. Visual graphics on the boxes and packaging make them look

as good as they taste.


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5. Texture is utilized to entice customers to touch.

6. Samples are the best form of food advertising, which is not

practiced in the store, but the prior has influenced the samples

productivity to negligible sum.

Another most important strategy implemented at star is the

operation of a live counter and prepared food sales. They are

displayed to attract the working segment of the society to

purchase prepared delicacies and have never limited peopleschoice. It also sometimes caters to customers customized needs.

Branding:

A brand is the identity of a specific product, service, or business.

A brand can take many forms, including a name, sign, symbol,color combination or slogan.

Identity is predominantly with reference to the future group. It

distinguishes itself using the term hyper market to most

conveniently suit its caliber
http://en.wikipedia.org/wiki/Identity_(philosophy)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Namehttp://en.wikipedia.org/wiki/Sign_(display_device)http://en.wikipedia.org/wiki/Symbolhttp://en.wikipedia.org/w/index.php?title=Color_combination&action=edit&redlink=1http://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Identity_(philosophy)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Namehttp://en.wikipedia.org/wiki/Sign_(display_device)http://en.wikipedia.org/wiki/Symbolhttp://en.wikipedia.org/w/index.php?title=Color_combination&action=edit&redlink=1http://en.wikipedia.org/wiki/Slogan


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The sign and the symbol or the logo is fairly simple in design,

which may be the factor in its remembrance with the lay people.

This logo is carried way until one completes shopping and billing.

The logo is carried even on the polythene bags to persist in

customer minds. Having made a survey about the store logo, oneanalysis that the logo though simple, has a lot of recall value. This

makes the customer recognize the place as compared to many

other brands.

Lighting:

Lighting or illumination is the deliberate application oflight to

achieve some aesthetic or practical effect. Lighting includes use

of both artificial light sources such as lamps and naturalillumination of interiors from daylight

The lighting at the star bazaar is monochromatic. All the lights

denote brightness and uniformity. Its a combination of natural

light and electric light managed smartly to denote a single

definition. And the definition is consistency. When the natural

light fades during night, still within the store the lightings remain

unchanged and match with the stores image when it was day.

Spot light primarily halogen ones are above vegetable and dairy

counters. This eases the customers choosy behavior when it

comes to choosing the best grocery. Similarly in the meat and fish

sales area, this concept is followed.
http://en.wikipedia.org/wiki/Lighthttp://en.wikipedia.org/wiki/Light_sourcehttp://en.wikipedia.org/wiki/Daylighthttp://en.wikipedia.org/wiki/Lighthttp://en.wikipedia.org/wiki/Light_sourcehttp://en.wikipedia.org/wiki/Daylight


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Display

A retailer's window is the most controllable element in relation to

image and must match their merchandise's target demographic.

Display windows may communicate style, content, and price

point. They can be seductive, exciting or based on emotional

stimulus through stimulation, or evocation of all five senses.

Windows are clear and have been used as display tool.

Generous lightings have made some windows a poster prone

base, advertising the offers.

The windows have otherwise created an environment by

entertaining pedestrians, while simultaneously

communicating the products and services on offer.

Having realized the enormous potential of the windows,

these retailers have built an exciting image amongst

passersby as the store building faces a busy road.
http://en.wikipedia.org/wiki/Display_windowshttp://en.wikipedia.org/wiki/Display_windows


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CONSUMER QUEST IONNAIRE

Kindly share with us the shopping experience you enjoy at the

Store. We would appreciate you taking 5 minutes of your valuable

time to complete this short questionnaire

Demographic Profile of Respondent

Name

Age

Sex Male ( ) Female ( )

Qualification HSc ( ) Graduation ( ) PG ( )

Professional ( )

Profession: - Service ( ) Business ( ) Professional ( )

Student ( )

Income: - Up to 10, 000 ( ) 10, 000- 30,000 ( )

30,000- 50,000 ( ) 50, 000 above ( )

1. Do you visit food bazaar? 1) Yes 2) No

2. From how many years are you visiting food bazaar? 1)1

month,2)1 year,

3. The outlet is kept clean and hygienic for customers?

(1) Yes (2) no


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11.Have the staff been friendly with you and helped you with

your queries

(1)Yes (2) no (3) only sometimes________

12. Where do you get to know about the discounts and offers

that is given at star bazaar

(1)Newspaper______ (2) Friends_______ (3) colleagues________

(4) other

13. The service personnel are informative about the products

available at their store

(1) Yes (2) no

14. On a scale of 1-5 how much would you rate star bazaar based

on your overall experience (1 being least and 5 being thegreatest)

15. You wish to see any changes in food bazaar?

(1) Yes (2) no


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20 Customers have answered 15 questions that were related to

customer satisfaction, visual appearance of the place and quality.

To which the table below shows the number of respondents and

their rating.

MANAGEMENT QUESTIONNAIRE

Name . Sex .

Outlet . Years of Experience .

Designation __________

1. How many customers visit food bazaar daily?

Below (1)100 (2 ) 100 to 200 ( 3) Above 200

Question

no./rating

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15

1 15 7 8 5 15 0 11 14 11 2 18 15 9 0 16

2 5 8 7 10 5 18 7 5 9 13 3 1 11 0 4

3 _ _ _ 1 _ 3 2 1 _ 5 0 0 _ 7 _

4 _ _ _ 4 _ _ _ _ _ _ _ 4 _ 8 _

5 _ _ _ _ _ _ _ _ _ _ - _ _ 4 _


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2. Usually what kind of products does customer prefer to

buy?

1) Groceries 2) veg-fruits (3) beverages 4) all

3. How much money does a customer spend? {approximate

no }Below (1) 500 ( 2 ) 500 to 1,000( 3 ) 1,000 to 1,500

( 4 ) 1,500 to 2,000

(5)Above 2,000

4. When do you have discounts in the outlet?

(1)Festivals (2) monthly (3)both .

5. What are the mode of payment

(1)Credit cards (2) hard cash (3) food coupons

6. Are customers satisfied shopping in your outlet?

(1)Yes (2) No

7. Does the government policy act have hindrance for the

operations of food bazaar?(1) Yes( 2) No (3) sometime


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8.The profits earned by this outlet help fetch revenue for

the setting up of newer such outlets in Bangalore? (1) yes (2) no

(3) cant say

9. What kinds of customers do visit the outlet?(1)Young (2) middle (3) old.

10. What kind of customers visit the outlet

(1) Lower class (2) middle class (3) upper class

11Tell us a bit about your professional

background/educational qualification.

(1) Fresher, (2) experienced (3) 10th (4) P.U (5) U.G

12. Staff training is very essential and staff knowledge can

create an informal rapport with the customers. How you rate

this statement on rating scale?

(1)yes (2) no (3) sometimes

13. The sales targets are met by the outlet at the end of

every year?

(1) Yes (2) no (3) sometimes

14. The introduction of international standard products haveattracted a wide range of customers to try out these

products

(1) Yes (2) no (3) cant say


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15. Do wish to see any changes in the outlet or the

management?

(1) Yes (2) no

10 working staff have answered 10 questions that are related to

the retail stores achievement in terms of sales and profit, revenue

and outlets opened. The table below shows the number ofrespondents and their rating to each question


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GRAPHS AND INTERPRETATION

1)The outlet is kept clean and hygienic for customers?

(1) Yes (2) no

q3 yes no

8 7

Question

no./rating

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15

1 5 5 5 0 1 10 0 4 0 2 5 8 10 6 4

2 5 3 5 0 7 0 4 0 8 8 5 1 0 0 6

3 _ 0 0 10 2 _ 6 6 2 0 0 1 _ 4 _

4 _ 2 0 _ _ _ _ _ _ _ 0 _ _ _ _

5 _ _ 0 _ _ _ _ _ _ _ 0 _ _ _ _


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The outlet needs more housekeepers with respect to cleanliness.

Its about the same number who agree on the bazaars hygiene

factor as compared to the customers who think that it needs

improvement.

Moderate cleanliness has decreased potential customers by

20percentage, but this establishes the concept of bazaars and

upholds to its characteristics.

The moderately clean atmosphere, with crowded areas andlimited passage aisle makes it a typical bazaar.

Though the store has seen decline in absolute hygiene seekers, it

has gained the acclaim of many local and lower middle class

segment who particular on pricing and products than A1 class

hygiene standards.

4. What do you usually purchase at food bazaar?

1) Groceries 2) veg-fruits (3) beverages (4) all

q4groceries

vegfruits

beverages all

5 10 1 4


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Among those customers who come to the food bazaar, many

purchase vegetables and fruits most of the time. Fruits and

vegetables form the core area and display. This a very energetic

location as the customers get to choose these perishables and

only pick the most necessary and useful product.

The groceries have taken a second step as they are not

purchased on a daily basis. The grocery purchase is doneoccasionally as compared to the vegetable purchase.

A limited number come and buy beverages. This segment needs

more emphasis. The advent of alcoholic beverages can increase

the sale in the beverage segment.

How often do you visit food bazaar?

1) Once in a week 2) Once in a fortnight 3) During any

occasion

q5 weekfortnight

occasion


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15 5 0

With this graph, one can analyse the prospects of customers

coming to the store for various purposes. We see prospects in

weekly customers as compared to fortnight customers who

second the chart.

Occasions see many customers primarily because of the offers

and slashes in prices. The irresistible discounts creates a wanting

feel to shop at the food bazaar.

As the graph depicts, the weekly customers outnumber all other

types. This shows the customers coming again and again to the

store. This determines the pull factor which is increasingly evident

in this store.

The ease of shopping is also determined by this graph. The ease

of access shows the repetition of customers.


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9. Do you enjoy shopping in food bazaar?

(1)Yes (2) no (3) sometimes

q9 yes no sometimes

11 9 0

Most of the customers like to shop at the food bazaar, but theres

a good number who dont really enjoy the experience of shopping

at the store.

Emphases need to be on the shopping experience. The negative

feel is because of the customer population. An increased number

of buyers disrupt the shopping feasibilities of others.

The idea of a bazaar comes in place as this is well compromised

with the concept of the same.


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Suggestion can be upon the customer feedback. Experience

prone customers can also increase with the escalation in

systematic selling.

11.Have the staff been friendly with you and helped you with

your queries

(1)Yes (2) no (3) only sometimes________

q11 yes no sometimes

18 3 0


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The customers have felt the warmth of the friendly and helpful

staff. This adds to the advantage of the customers and increases

the customers interest in buying.

Every customer portrays to be kings while the process of buying.

This figure is well displayed with staff adding on to this

experience.

14. On a scale of 1-5 how much would you rate star bazaar based

on your overall experience (1 being least and 5 being thegreatest)

q14 1 2 3 4 5

no. 0 0 7 8 4


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On a scale of 1 to 5, the average rating was 4 points. Many

customers marked 4, and 3 took the second place. This paves

way for more improvement in the store and its operations.

The store lacks in customer experience and cleanliness, but the

products and the discounts on them out beat all other negative

qualities.

With increase on emphases on these areas would make this storea valuable and most desired store in the city.

Conclusion

Food bazaar is a part of big bazaar and these chains have outrun

other such super markets in the city. These stores have

emphasised the idea of bazaar in incorporating busy atmosphere

in their stores. Amongst all negating qualities, the products


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quality, and the unparalleled discounts and numerous offers make

this type a unique and desired store.

Food bazaar looks at freshness in its perishable commodities and

this is what the customer needs. In my opinion, the food bazaarhas acquired customer appraisal with respect to its constant

increase in product quality and offers, for the same.

For a customer who looks at the product and also focuses on the

aspect of money, food bazaar is the ideal place.


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BIBILIOGRAPHY

Times of India

Google.com

Yahoo.com

Economics times

Documents

Retail management chinmaya