store operations at bigbazar

8/9/2019 store operations at bigbazar

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INTRODUCTION

Retailing includes all the activities involved in selling goods and services directly to the

consumer for personal or non personal use. In other words, retailing is the sale of goods and

services to the ultimate consumer for personal, family or household use. Thus, retailing involves

more than selling tangible products. It includes every sale of goods and services to the final

consumers.

At the heart of the Indian growth story is its population, the generators of wealth both as

producers and consumers. With the largest young population in the world, retail formats such as

departmental stores, hypermarkets, supermarkets, specialty stores etc. are flourishing.

As customers taste and preferences are changing the market scenario is also changing from time

to time. It is the changing taste and preferences of the customers which has brought a change in

the market. Income level of the people has changed. Today we can see a new era in retail market

with the opening of many hyper markets, shoppers stop, malls, branded retail outlets and

specialty stores.

This study is based on the survey on customers of a hyper market named I! A"AAR. ig

a#aar came into e$istence in India since %&&'. It is a kind of market where various types of

products are available under one roof. This study is on determining the customers perceptiontowards the services offered inside the store and the satisfaction level of customers in ig a#aar

(ervice is the )sum of acts and elements that allow consumers to receive what they need or

desire from your retail establishment.) It is important for a sales associate to greet the customer

and make himself available to help the customer find whatever he needs. When a customer enters

the store, it is important that the sales associate does everything in his power to make the

customer feel welcomed, important, and make sure he leaves the store satisfied. !iving the

customer full, undivided attention and helping him find what he is looking for will contribute tothe customer*s satisfaction. +or retail store owners, it is e$tremely important to train yourself and

your staff to provide e$cellent customer service skills. y providing e$cellent customer service,

you build a good relationship with the customer and eventually will attract more new customers

and turn them into regular customers. ooking at long term perspectives, e$cellent customer,

skills give your retail business a good ongoing reputation and competitive advantage.

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Need for the studyAt the macro level, India spends nearly %- percent of its !/ on logistics, as

compared to an average of %0 percent in developing economies. Transportation and

inventory costs constitute over 10 percent of the value added in India. Worldwide, the

logistics costs have decreased from %2.2 percent in %&&2 to %%.3 percent as a result of

better supply chain management. This is definitely scope for improvement in India for

reducing costs through a better supply chain design, inventory management operations.

With globali#ation and shortened product life cycles, the Indian industry is focusing to

reengineer their supply chain and logistics activities to achieve the competitive edge.

Indian companies are increasingly integrating their supply chains and outsourcing their

logistics and supply chain management re4uirements.

At the micro level, after decades of continuous development ,leading companies across

industries now closely match one another in most of aspects of production,

manufacturing, sales and marketing. With a lot of work already done in the areas, only a

gigantic innovation can bring about a significant change

Scope of the studyThe scope of this research is to identify the (tore operations of +uture !roup I!

A"AAR in 5I(6A7A/AT8A9 area. This research is based on primary data and

secondary data. ue to time constraint only limited number of persons contacted. This

study only focuses on urban buying behavior of customers because the research

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conducted in 5I(6A7A/AT8A9 area. The study does not say anything about rural

buying behavior of customer because rural norms:status:attitude ; acceptance of the

rural customers differs with urban customers. The scope of research is limited for

5I(6A7A/AT8A9 area. It provides help to further the research for organi#ed retail

sector in area. It aim to understand 5I(6A7A/AT8A9 skill of the company in the area

like technological advancement, competition in management.

Objectives

To know the retail operations that was held in the ig a#aar, visakhapatnam.

To determine the customer service regarding to the ig a#aar.

To know the store maintenance.

To know about the availability of the products.

To know which department in the store most used.

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To know about the promotional activities held in big ba#aar.

RESEARCH METHODOLO!

Technology, customers tastes and preferences play a vital role in today


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Are" of study=

The study is e$clusively done in the area of marketing. It is a process re4uiring care,

sophistication, e$perience, business >udgment, and imagination for which there can be no

mechanical substitutes.

Rese"rch Desi#$?

A research design is purely and simply the frame work or plan for a study that guides in the

collection and analysis of the data. There are two types of research designs, they are

@$ploratory research design

escriptive research design

"% E&p'or"tory Rese"rch desi#$(

@$ploratory research studies are also termed as formulate research studies. The main purpose of

such studies in that of formulating a problem for more precise investigation or of developing the

working hypothesis forms an operational point of view.

b% Descriptive Rese"rch desi#$(

escriptive research is one that concerned with describing the characteristics of a particular

individual, or of a group. It is concerned with determining fre4uency with which something

occurs or how two variables vary together. 6ere the problems are defined and the solutions are

defined and the solutions are provided.

Rese"rch S")p'e*

(ampling /lan= (ince it is not possible to study whole universe, it becomes necessary to

take sample from the universe to know about its characteristics.

(ampling nits= Bustomers of ig ba#aar.

(ample Techni4ue= Random (ampling.

Research Instrument= (tructured Cuestionnaire.

Bontact 9ethod= /ersonal Interview.

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S")p'e Si+e(

A sample was re4uired for the study because the number of customers at the big ba#aar

was over -0,000 in the period of pro>ect. It is very difficult to consider the whole universeD

therefore, a representative sample si#e was selected %00 only. Although it looks to be a small

sample, keeping in view the large number of employees, it was to be limited due to time

constraint.

D"t" Co''ectio$

ata is collected from various customers through personal interaction. (pecific

4uestionnaire is prepared for collecting data. ata is collected with mere interaction and formal

discussion with different respondents. (ome other relevant information collected through

secondary data .Ade4uate and relevant data is essential for any meaningful research. It forms

the basis of the study by supporting the analysis. ata collection is of two types namely=

E%F /rimary data

E2F (econdary data.

,- .ri)"ry d"t"(

The primary data was obtained by original information gathered for specific purpose ;guided

by 4uestionnaire to collect information from customers. The research instruments used for

collecting the primary data is through the 4uestionnaire. The 4uestionnaire was carefully

developed tested and debugged before they were administered on a large scale. The

4uestionnaire had a mi$ type of open ended, closed ended and multiple choice 4uestions. These

methods were adopted since the data which is re4uired is highly focused on

customer satisfaction.

/- Seco$d"ry d"t"((econdary sources are the other important sources through which the data

was collected. These are the readily available sources of the data where one had need not put

much effort to collected, because it is already been collected and part in an elderly manner by

some researcher, e$perts and special. The secondary data are collected through various sources

like

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%. (econdary data are collected through internet related to industry, company ;

competitors, etc.2. Review of articles being published on the topic in various maga#ines and newspapers.-. ata are also collected from the company brochures etc.

D"t" Co''ectio$ Too'( ata is collected from various customers through personal interaction.(ome other information is collected through secondary data also. ata was collected through a

structured 4uestionnaire, linker techni4ue is used. inker scale is simply a statement which the

respondent is asked to evaluate according to any kind of sub>ective or ob>ective criteria,

generally the level of agreement and disagreement is measured .The market survey about the

techni4ues of marketing and nature of e$penditure is carried out by personally interacting with

the potential customers in ig a#aar.

Li)it"tio$s(

Time has been a ma>or constraint throughout the study as it has been only for duration of

2 months.

The sample si#e had to be lesser. The survey is mainly done inside the ig ba#aar outlet.

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Gne problem is that to convince the people for a proper interviewing process in filling up

the 4uestionnaire.

/ersonal biases might have come while answer the 4uestionnaire.

ue to very large si#e of the population, only a selected sample of customer could be

contacted.

I$dustry profi'e

Ret"i'i$#0the selling of merchandise and certain services to the consumer. It ordinarily

involves the selling of individual units or small lots to large numbers of customers by a business

set up for that specific purpose. In the broadest sense, retailing can be said to have begun the first

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time one item of value was bartered for another. In the more restricted sense of a speciali#ed,

full?time commercial activity, retailing began several thousand years ago when peddlers first

began hawking their wares and when the first marketplaces were formed. As with most other

business activities, retailing is e$tremely competitive, and the mortality rate of retail

establishments is relatively high. The basic competition is price competition, but this is

moderated somewhat by such non?price forms of competition as convenience of location,

selection and display of merchandise, attractiveness of the retail establishment itself, and

intangible factors such as reputation in the community. Bompetition for sales has led to a

blurring of traditional product lines in retailing, and many establishments offer a much wider

variety of merchandise than their basic classification would indicate Ee.g.,drugstores may carry

food, clothing, office supplies, hardware, etc.F.

The diversity of retailing is evident in the many forms this commercial activity now takes,

including vending machines, door?to?door sales, telephonesales, mail?order houses, specialty

stores, department stores, supermarkets, discount houses, and consumer cooperatives. Whatever

form it takes, however, the essence of good retailing remains the same= attractive, appropriate

merchandise offered for sale in an attractive, eye?catching manner at a reasonable price at a

convenient location.

E1OLUTION O2 RETAILIN INDUSTR! IN 3ORLD3IDE

The history of retail has included countless ways in which retailers have attempted to get their

products in front of the consumer. ut it seems that the businesses that have provided their

customers with the most convenience have generally proven to be the most successful.

+or centuries, most retail sales were made by the street vendor or the small family

owned shop, which provided their customers with the convenience of not having to grow their

own food or make their own clothes. y the mid nineteenth century, most of the goods that wefind in today*s superstores were supplied by craftsmen or local manufacturers who dealt directly

with their customers. 8eeded, not to mention that they probably had to travel all over town to get

their shopping done.

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3?J is e$pected in the industry of retail in India by growth in consumerism in urban areas,

rising incomes, and a steep rise in rural consumption. (hopping in India has witnessed a

revolution with the change in the consumer buying behaviour and the whole format of

shopping also altering. Industry of retail in India which has become modern can be seen from

the fact that there are multi? stored malls, huge shopping centers, and sprawling comple$es

which offer food, shopping, and entertainment all under the same roof.

India retail industry is e$panding itself most aggressivelyD as a result a great

demand for real estate is being created. Indian retailers preferred means of e$pansion is to

e$pand to other regions and to increase the number of their outlets in a city. It is e$pected that

by 20%0, India may have L00 new shopping centers.

In the Indian retailing industry, food is the most dominating sector and is growing at

a rate of &J annually. The branded food industry is trying to enter the India retail industry and

convert Indian consumers to branded food. (ince at present L0J of the Indian grocery basket

consists of non?branded items.

India retail industry is progressing well and for this to continue retailers as

well as the Indian government will have to make a combined effort.

!lobal retail giants are also entering the retail industry in India and this is also one

of the factors in the growth of the organi#ed retail sector in India.

INDIA IS A RO3IN MAR4ET 2OR RETAILIN INDUSTR!

The scope of the Indian retail market is immense for this sector is poised for the

highest growth in the ne$t 1 years. The India retail industry contributes %0J of the country


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stores, -00 new malls, and %100 supermarkets. This proves that there is a tremendous scope

for growth in the Indian retail market.

This led to increase in foreign direct investments !lobal retail giants are also entering the

retail industry in India and this is also one of the factors in the growth of the organi#ed retail

sector in India. The global retail giants who are entering the organi#ed retail sector in India

are= Wal?9art, Tosco, Barrefour (A, 9etro A!.

.rese$t I$di"$ Sce$"rio(

M norgani#ed market= Rs. 1-,000 crores

M Grgani#ed market= Rs.1, 000 crores

M 1N growth in organi#ed retailing between 2000?2001

M Gver ',000 new modern Gutlets in the last - years

M Gver 1,000,000 s4. ft. of mall space under development

M The top - modern retailers control over 310,000 s4. ft. of retail space

M Gver '00,000 shoppers walk through their doors every week

M !rowth in organi#ed retailing on par with e$pectations and pro>ections of the last 1 Oears= on

course to touch Rs. -1,000 crores E(K 3 illionF or more by 20%-?%'.

RETAIL TRADE 2ORMATS

The Retail Trade sector comprises establishments engaged in retailing

merchandise, generally without transformation, and rendering services incidental to the sale of

merchandise. The retailing process is the final step in the distribution of merchandise.Retailers are therefore organi#ed to sell merchandise in small 4uantities to the general public.

This sector comprises two main types of retailers=

(tore retailers

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8on store retailers

STORE RETAILERS(*

Gperate fi$ed point?of?sale locations, located and designed to attract a high

volume of walk?in customers. In general, retail stores have e$tensive displays of merchandise

and use mass?media advertising to attract customers. They typically sell merchandise to the

general public for personal or household consumption, but some also serve business and

institutional clients. These include establishments such as office supply stores, computer and

software stores, building materials dealers, plumbing supply stores and electrical supply

stores.

Batalog showrooms, gasoline service stations, automotive dealers and mobile

home dealers are treated as store retailers.

In addition to retailing merchandise, some types of store retailers are also engaged

in the provision of after?sales services, such as repair and installation. +or e$ample, new

automobile dealers, electronics and appliance stores, musical instrument and supplies stores

often provide repair services. As a general rule, establishments engaged in retailing

merchandise and providing after?sales services are classified in this sector.

NON STORE RETAILERS(*

8on?store retailers, like store retailers, are organi#ed to serve the general

public, but their retailing methods differ. The establishments of this sub sector reach

customers and market merchandise with methods, such as the broadcasting of Pinfomercials,Q

the broadcasting and publishing of direct?response advertising, the publishing of paper and

electronic catalogs, door?to?door solicitation, in?home demonstration, selling from portable

stalls Estreet vendors, e$cept foodF and distribution through vending machines. @stablishments

engaged in the direct sale Enon?storeF of products, such as home heating oil dealers and home

delivery newspaper routes are included here.

The buying of goods for resale is a characteristic of retail trade

establishments that particularly distinguishes them from establishments in the agriculture,

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manufacturing and construction industries. +or e$ample, farms that sell their products at or

from the point of production are not classified in retail, but rather in agriculture. (imilarly,

establishments that both manufacture and sell their products to the general public are not

classified in retail, but rather in manufacturing.

RETAIL 2ORMATS

CON1ENIENCE STORES(

This industry comprises establishments known as convenience stores or

food marts primarily engaged in retailing a limited line of goods that generally includes milk,

bread, soda and snacks in a 2000 to -000 s4uare foot store with speedy check out. They are

the modern version of the neighbourhood mom?and?pop grocery:general store.

DE.ARTMENTAL STORES(

This industry group comprises establishments known as department stores

primarily engaged in retailing a wide range of the following new products with no one

merchandise line predominating= apparelD furnitureD appliances and home furnishingsD and

selected additional items, such as paint, hardware, toiletries, cosmetics, photographic

e4uipment, >ewellery, toys, and sporting goods. 9erchandise lines are normally arranged inseparate departments.

DISCOUNT STORES(

This industry comprises establishments known as department stores that

have central customer checkout areas, generally in the front of the store. epartment stores in

this industry offer a wide range of general merchandise Ee$cept fresh, perishable foodsF,

limited service and low prices.

S.ECIALIT! STORES(

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This industry concentrates on a limited number of complementary merchandise

categories and provides a high level of service in an area typically less than 000 s4uare feet.

In recent years, a specialty apparel store has been one of the weakest, slowest?growing areas

in retailing.

CATEOR! 4ILLERS(

This industry is much nearer to discount store that offers a narrow variety but deep

assortment of merchandise. These retailers are basically discount specialty stores. 9ost

category specialists use a self?service approach, but some specialists in consumer durables

offer assistance to customers.

SU.ER CENTERS(

This industry offers a wide variety of food and nonfood merchandise. They are the

fastest growing retail category. (upercenters stock between %00,000 and %10,000 individual

items E(7


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With real estate prices escalating due to increase in demand from the Indian

organi#ed retail sector, it is posing a challenge to its growth. With Indian retailers having to

shell out more for retail space it is affecting their overall profitability in retail.

Trained manpower shortage is a challenge facing the organi#ed retail sector in

India. The Indian retailers have difficulty in finding trained person and also have to pay

more in order to retain them. This again brings down the Indian retailers profit levels.

The Indian government has allowed 1%J foreign direct investment E+IF in

the India retail sector to one?brand shops only. This has made the entry of global retail giants

to organi#ed retail sector in India difficult. This is a challenge being faced by the Indian

organi#ed retail sector.

ut the global retail giants like Tisco, Wal?9art, and 9etro A! are entering

the organi#ed retail sector in India indirectly through franchisee agreement and cash and

carry wholesale trading. 9any Indian companies are also entering the Indian organi#ed retail

sector like Reliance Industries imited, /antaloons, and harti Telecoms. ut they are facing

stiff competition from these global retail giants. As a result disco becoming accepted

practices. This too brings down the profit of the Indian retailers.

(ome of the reasons for this slow growth are=

%. Retail not being recogni#ed as an industry in India.

2. The high costs of real estate

-. 6igh stamp duty.

'. ack of ade4uate infrastructure.

1. 9ultiple and comple$ ta$ation system.

Opportu$ities i$ I$di"$ Or#"$i+ed Ret"i' Sector(

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The opportunities in Indian organi#ed retail sector are many for this sector is witnessing a

boom.

The retail industry in India amounted to (K 200 billion in 200L, and out of this amount the

Indian organi#ed retail sector amounted to (K L.' billion. The opportunities in India

organi#ed retail sector can be >udged from the fact that by 20%0 it is e$pected to rise to (K

2- billion.

The various opportunities in the organi#ed retail sector in India are mainly there for

the Indian consumers behaviour pattern has changed. 8ow the Indian consumer gets more

hefty pay? packages, is younger, a large number of women are working, western influences,

and more disposable income have opened a lot of opportunities in Indian organi#ed retail

sector. The Indian consumer wants to shop, eat and get entertainment in one place and is have

also !iven Indian organi#ed retail sector an opportunity to grow The Indian government in

2001 allowed foreign direct investment E+IF in single brand retail to 1%J. This have opened

up a lot of opportunities in India organi#ed retail sector. In fact -21 departmental stores, -00

new malls, and %100 supermarkets are being built which shows the tremendous opportunities

in the organi#ed retail sector in India.

9any Indian companies seeing the various opportunities in organi#ed ret"i' sector i$ I$di"

have entered it. /antaloons have decided to increase its retail space to -0 million s4uare feet

with an investment of (K % billion. Reliance Industries imited is targeting for annual sales

of (K 21 billion by 20%%. It is planning to invest (K L billion in order to open %,100

supermarkets and %000 hypermarkets. harti Telecoms is planning a >oint venture with Telco a

global retail giant worth 310 million.

The opportunities in the organi#ed retail sector in India have also increased with the desire of

many global retail giants to set up shop here.

The global retail giants who are entering the Indian organi#ed retail sector are=

Tesco

Wal? 9art

9etro A!

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Barrefour (A

The opportunities in Indian organi#ed retail sector are varied and it must be fully e$ploited by

the Indian ret

TO. ,6 RETAILERS IN THE 3ORLD

R@TAI /AO@R( /RG+I@ I8 I8IA

(/@8B@R


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R@IA8B@ R@TAI

TR@8T

M"jor p'"yers

Spe$cer7s(2ou$ded = 200%

He"d8u"rters = 7olkata

."re$t = R/! based

Le"der ship = (an>iv !oenka 5ice BhairmanD S.6.9ehata /resident.

1"rious for)"ts = (pencer


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Le"dership = .(.8agesh customer care associate ; managing director

!ovind customer care ;chief e$ecutive officer.

Nu)ber of 'oc"tio$s( %0 cities with 20 outlets

1"rious for)"ts ( 9odern retail stores

2uture p'"$s (@$tend the 8o .of its departmental stores from 20 to ' in

About - years

2UTURE ROU.(

2ou$ded ( %&3

He"d 8u"rters (Balcutta

."re$t ( +uture retail

Le"dership = 7ishore biyani, B@G and 9D Ra>an malhotra, 6ead

,ig a#aarD amodar mall, president and B@G

+ood a#aar

Nu)ber of 'oc"tio$s = -% cities

2uture p'"$s ( iyani has to open 31 stores

LI2EST!LE(

Type ( /rivate Bompany

2ou$ded (%&&&

He"d 8u"rters ( angalore, 7arnataka

."re$t ( andmark group

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Le"dership = 9icky Sagtiani, BhairmanD Renuka Sagtiani?vice chairperson,

5ipin sethi?B@G

Nu)ber of 'oc"tio$s ( ,:;6 stores "cross )idd'e E"st "$d Afric" "$d I$di"

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2uture roup is a leading business houses with multiple businesses spanning across the

consumption space. While retail forms the core business activity of 2uture roup, group

subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand

development, retail real estate development, retail media and logistics.

A staunch believer in the groupourney and the growth of modern retailing

in India.

2utures roup is a trusted international development firm known for our evidence?based,

integrated approach to improving the health and well?being of people worldwide. ed by its

flagship enterprise, /antaloon Retail, the group operates over %L million s4uare feet of retail

space in 3- cities and towns and L1 rural locations across India. 6ead4uartered in 9umbai

EombayF, /antaloon Retail employs around -0,000 people and is listed on the Indian stock

e$changes.

2uture roupIndia was established in %&&' with a vision to provide diverse services in Indian

and !lobal markets. The business areas of +uture !roup cover /G Eusiness /rocess

GutsourcingF, 8ew 9edia, (ecurity 9anagement, and Bonstruction. Through their strategic

investment and services, the future of +uture !roup shows a rising star in the business sky of

India.

1ISION AND MISSION

1isio$

+uture !roup shall deliver @verything, @verywhere, @very time for @very Indian Bonsumer in

the most profitable manner.

Missio$

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We share the vision and belief that our customers and stakeholders shall be served

only by creating and e$ecuting future scenarios in the consumption space leading to

economic development.

We will be the trendsetters in evolving delivery formats, creating retail reality,

making consumption affordable for all customer segments for classes and for

masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost? conscious and committed to 4uality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination

shall be the driving force to make us successful.

2UTURE ROU.CULTURE0 1ALUES AND 9ELIE2S

2uture roup 3or> Cu'ture

We abide by a rich culture where we believe that Gutstanding /erformances are a result of

enablement, empowerment and evelopment of our people. P/eople +irstQ is our credo and

everybody in the +uture +amily values and nurtures relationships.

2uture roup 1"'ues

eadership= to be a leader, both in thought and business.

Respect ; 6umility= to respect every individual and be humble in our conduct.

Introspection= leading to purposeful thinking.

Gpenness= to be open and receptive to new ideas, knowledge and information.

5aluing and 8urturing Relationships= to build long term relationships.

(implicity ; /ositivity= (implicity and positivity in our thought, business and action.

Adaptability= to be fle$ible and adaptable, to meet challenges.

+low= to respect and understand the universal laws of nature.

2uture roup Ret"i'i$# .ri$cip'es

To define the core customer and merchandise for the store, its price points, its

assortments and presentation of sales for that target group

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To have consistency of 4uality in every merchandise of the store i.e., same taste and price

points to every merchandise

To always have a uni4ue and e$clusive merchandise to differentiate itself from the

Bompetition

To give value for money to the customer To upgrade technology, by way of bar coding, computeri#ation, recoding systems and to

monitor inventories, analy#e the customer data base for effective marketing

To be a low cost operator in terms of cost

To build up successful partnerships with vendors

To build up stores through carefully thought out strategies and e$ecution

9OARD O2 DIRECTORS

Mr% 4ishore 9iy"$i0 M"$"#i$# Director

7ishore iyani is the 9anaging irector of /antaloon Retail EIndiaF imited and the !roup

Bhief @$ecutive Gfficer of +uture !roup.

Mr% opi>ish"$9iy"$i0 3ho'eti)e Director

!opikishaniyani, is a commerce graduate and has more than twenty years of e$perience in the

te$tile business.

Mr% R">esh 9iy"$i0 3ho'eti)e Director

Rakesh iyani, is a commerce graduate and has been actively involved in category managementD

retail stores operations, IT and e$ports. 6e has been instrumental in the implementation of the

various new retail formats.

Mr% 1ed .r">"sh Ary"0 Director

5ed /rakash Arya, is an engineer by training and is a graduate of the Indian Institute of

9anagement, Ahmedabad. /rior to >oining /antaloon Retail, he was the B@G of !lobus.

Mr% Sh"i'eshH"ribh">ti0 I$depe$de$t Director

(hri (hailesh6aribhakti, is a Bhartered Accountant, Bost Accountant, and a Bertified Internal

Auditor. 6e is the eputy 9anaging /artner of 6aribhakti; Bo., Bhartered Accountants and past

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president of Indian merchant Bhambers. 6e is on the oard of several /ublic imited

Bompanies, including Indian /etrochemicals Borporation td., Ambu>a Bement @astern td. etc.

6e is on the oard of Bompany since Sune %, %&&&.

Mr% S Dores=")y0 I$depe$de$t Director

(. oreswamy, is a former Bhairman and 9anaging irector of Bentral ank of India and serves

on the board of (/ 9errill ynch Trustee Bo and Beat imited among others.

Dr% D O 4oshy0 I$depe$de$t Director

. G. 7oshy, holds a doctorate from IIT, elhi and is the irector of 8ational Institute of esign

E8IF, Ahmedabad. 6e has over 2' years of rich e$perience in the te$tiles and garment industry

and was instrumental in the setting up of 8I+T centers in elhi, Bhennai and angalore. 6e is a

renowned consultant speciali#ing in international marketing and apparel retail management.

Ms% A$ju.odd"r0 I$depe$de$t Director

An>u/oddar, holds a achelor of @ngineering from niversity of Gklahoma and is a irector,

8I+T, 6yderabad chapter. (he also serves on the board of 9aharishi Bommerce td and (amay

ooks td, among others.

Ms% 9"'" Deshp"$de0 I$depe$de$t Director

ala eshpande, is Independent irector, /antaloon Retail EIndiaF td. and also serves on the

boards of eccan Aviation, 8agar>una Bonstruction, Welspun India and Indus eague Blothing

td, among others.

Mr% A$i' H"rish0 I$depe$de$t Director

Anil 6arish, is the partner of 9 6arish ; Bo. Associates ; (olicitors and an 9 from

niversity of 9iami. 6e also serves on the board of 9ahindra !esco, nitech, IndusInd ank

and 6indu>a T9T, among others.

ACHIE1EMENT AND A3ARDS

,?@

25


26/83

Bompany incorporated as 9an# Wear /rivate imited. aunch of /antaloons trouser, Indiaeans brand.

,??/

Initial public offer EI/GF was made in the month of 9ay.

,??B

The /antaloon (hoppe e$clusive menswear store in franchisee format launched across the

nation. The company starts the distribution of branded garments through multi?brand retail

outlets across the nation.

,??;

Sohn 9iller +ormal shirt brand launched.

,??

/antaloons India


27/83

+ashion (tation ? the popular fashion chain is launched a a little larger< ? e$clusive stores

for plus?si#e individuals is launched

/66

+uture Bapital 6oldings, the company and

6ori#on and private e4uity fund Indivision. /lans forays into insurance and consumer credit.

9ultiple retail formats including Bollection i, +urniture a#aar, (hoe +actory, @"one, epot

and futureba#aar.com are launched across the nation.

!roup enters into >oint venture agreements with @TA9 !roup and !enerali

2 h"s =o$ 1"rious A="rds fro)(*

B8B Awaa# Bonsumer Awards 200&

Images +ashion +orum 200&

Boca?Bola !olden (poon Awards 200&

Indian Retail +orum Awards 200

The I8IA(TAR Award 200

Retail Asia /acific 100 Top Awards 200.

Boca?Bola !olden (poon Awards 200.

The fo''o=i$# "re the roup Co)p"$ies(*

LI2EST!LE .ANTALOONS0 CENTRAL MALLS

5alue (egment ig a#aar

(uper 9arket Bhain +ood a#aar

(ports Wear Retailer /lanet (ports

@lectronics Retailer @?"one

6ome Improvement

Bhain 6ome Town

Rural Retail Bhain Aadhaar

27


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eisure and

@ntertainment

(ports ar and owling Bompany, +%2-, ombay lues,

(paghetti 7itchen, 8oodle ar, The (poon, Bopper

Bhimney,

!elato

Gther !roup Bompanies

+uture !enerali, +uture rands, +uture ogistics, +uture

9edia, +uture Bapital 6oldings

28

CONCE.TS O2 THE STORE

+ood 8eeds +ood a#aar, 7 +airprice, etc

Blothing 8eeds , Bentral, /antaloon, A, etc

(helter 8eeds6ome town, 6ome a#aar, e"one, +urniture

a#aar, etc

(ecurity needs +uture !enerali is the insurance arm of the

+uture !roup that offers security to individual

needs.

Technology needs +uture 7nowledge (ervices imited E+7(F

Training needs

+uture 6uman evelopment and

evelopmentE+6F

ogistics needs +uture ogistic (olution imited E+(F


29/83

CATEORIES AND SU9*DE.ARTMENTS

The

(tore

has

been divided into various concepts to lend (hopping convenience to the Bustomers. The

following are the concepts present in ig a#aar=

%. +ashion at ig a#aar

29

CATEORIES SU9*DE.ARTMENT

Apparels9en


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2. +ood a#aar

-. 6ome a#aar

'. +urniture a#aar

1. @lectronics a#aar

L. Bhowpatty

3. 8avaras

. +%2-

&. (tar and (itara.

STORE SU..ORT 2UNCTIONS

%. 9arketing9arketing is the process of planning and

e$ecuting the conception, pricing, promotion

and distribution of ideas, goods and services

to satisfy customers. It is the techni4ues used

to attract and persuade consumers.

2. @$perience esign@$perience esign is everything the

Bustomer sees, both outside ; inside a store

that creates a /ositive Image of a usiness.

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-. 9aintenance and +acilities

The - functions of this department are=?

%. 6ouse 7eeping !eneral Bleanliness and

6ygiene of the (tore

2. (ecurity (ervices Bomplete (tore

security and 9ovement tracking

-. 9aintenance (afety and ensuring

consistent /ower supply for the (tore

'. BommercialBommercial function in a (tore operation

refers to the Bashiering. The sub?function of

cashiering includes ? the Bashiering process,

Bash Till 9anagement ; Bash Trouble

?(hooting.

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1. /eople Gffice 6uman Bapital is considered to be the most

valuable asset in any organi#ation. /eople

need to be nurtured, developed, motivated

and rewarded so as to ensure businessgrowth. /G department ensures the

ac4uisition and development of the right

kind of people.

Str"te#y(

:*C Theory

According to 7ishore iyani


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Corpor"te soci"' respo$sibi'ities(

At +uture !roup, corporate social responsibility, inclusive growth and sustainability are at the

core of our strategy and business practices. This reflects in our commitment to the community,

environment and to every stakeholder in building a stronger foundation for our long?term,

sustainable growth.

We believe modern organi#ed retail has the power to strengthen the economy, create grass root

employment and contribute significantly to social inclusion. As India


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+uture !roup believes in broad?based growth, the fruits of which are not concentrated in

the hands of few but shared by the community as a whole. This is the way towards

achieving the dual goal of profitable and socially responsible growth. Gur initiatives in

inclusive development include livelihood issues, diversity management, skill

development and protecting the environment, to name a few.9odern Indian retail can help improve incomes and provide opportunities for growth to

individuals with lower education levels or from the unorgani#ed sector. With fair wages

and benefits, opportunities for further development and growth and a better working

environment, modern retail offers much more than most alternatives available to such

individuals.+uture !roup focuses on three key enablers for inclusive growth= employability,

innovation and entrepreneurship. While employability helps create a 4ualified and

skilledworkforce, innovation and entrepreneurship help drive growth and generate

employment.

E$cour"#i$# E$viro$)e$t"' Ste="rdship( Blimate change is one of the greatest challenges facing the world today. +uture !roup

strives to reduce environmental impact and optimi#e energy consumption in its stores and

strengthen green considerations in logistics operations. Gur endaevour is to promote eco?friendly

products and raise awareness on environmental issues both internally and e$ternally. As part of our sustainable?development initiatives, we have made a commitment to care

for the environment. Through our commitment, we look to make a significant positive impact on

the ecology and surroundings in which we operate.

Through investment and innovation we are leading the way in providing a greener way to do

business.

We fulfil our responsibility for delivering high 4uality services in a sustainable and

environmentally responsible manner by=

Reducing the environmental impact of store construction and operations

Improving energy efficiency for important environmental benefits and reducing operating

costs

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(trengthening environmental considerations in the design of green products and packagingD

developing green product lines that respect environmental concerns

Reinforcing environmental considerations in logistics

I)provi$# soci"' )obi'ity(

Through community?driven development, we aim to foster a symbiotic relationship with Indian

entrepreneurs across communities to create increased self?employment opportunities.

The grassroots nature of community?driven development promotes people participation in

development decisions that are usually decided in a top?down manner.

@conomically disadvantaged women and ethnic minorities are among those who stand to gain

the most through our community?driven development initiatives. Gur approach is to help and

collaborate with different communities in the rural pockets of our country to achieve harmonious

growth.

Recogni#ing the potential to address economic ine4uality:disparity and accomplish other

ob>ectives contributing to inclusive growth, +uture !roup has spread its reach deep into rural

India. Gur people engage to undertake community mobili#ation and capacity building, and help

develop measures to reach isolated, ethnically diverse, or remote communities.

Gur engagements provide us with practical knowledge about designing and building upon

community?driven operations and provide them with an enabling and inclusive framework.

CSR "ctivities=

As a part of +uture !roup, ig a#aar is involved in various social activities that include green

initiatives for the community, blood donation camps, iwali celebrations with orphanages, visits

to orphanages and other 8!Gs helping underprivileged children. These activities usually involve

all members of the management as well as staff of ig a#aar.

U In (eptember 20%%, +uture !roup signed a strategic partnership with the 6imachal /radesh

!overnment to directly source, market and promote the state


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development of various source?to?market< initiatives to enhance livelihoods for more than

21,000 families in the state.

U ig a#aar created a platform called Oatra to provide women of self?help groups across various

towns and regions of 9aharashtra and !u>arat the opportunity to market their wide assortment of

indigenous food and non?food products. As part of the programme, women from over -0 regional

self?help groups were invited, encouraged and helped to set up stalls to e$hibit their products at

ig a#aar stores.

U ig a#aar 9ysore started offering a free wholesome meal to all its customers, who in return

contribute (hraddha Anussar< for a community cause. In other words, the customers donate any

amount for the meal which would be used for a local, regional or topical cause.

I!A"AAR GR!A8I"ATIG8A (TRBTR@=

SU9 DI1ISIONS O2 2UTURE 1ALUE RETAIL LTD%

36


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SU9 DI1ISION O2 HOME SOLUTION RETAIL INDIA LTD%

S3OTANAL!SIS O2 9I 9A5AAR(

Stre$#ths(

37


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6igh brand e4uity en>oyed by ig a#aar

(tate of the art infrastructure

A vast variety of stuff available under one roof

@veryday low prices, which attract customers

9a$imum percent of footfalls converted in sales

6uge investment capacity

iggest value retail chain in India

It offers a family shopping e$perience, where entire family can visit together.

Available facilities such as online booking and delivery of goods3e">$ess(

+alling revenue per s4ft

!eneral perception= ow price V ow 4ualityeti$#is an organi#ational function and a set of processes for creating, communicating and

delivering value to customer and for managing customer relationships in way that benefits the

organi#ation and its stakeholders.

I)port"$ce of M"r>eti$#(

9arketing is a very important aspect in business since it contributes greatly to the success of the

organi#ation. /roduction and distribution depend largely on marketing. 9any people think that

sales and marketing are basically the same. These two concepts are different in many aspects.

9arketing covers advertising, promotions, public relations, and sales. It is the process of

introducing and promoting the product or service into the market and encourages sales from the

buying public. (ales refer to the act of buying or the actual transaction of customers purchasing

the product or service.

M"r>eti$# .ro)otes .roduct A="re$ess to the .ub'ic

(trategically, the business must be centered on the customers more than the products. Although

good and 4uality products are also essential, the buying public still has their personal

preferences. If you target more of their needs, they will come back again and again and even

bring along recruits. If you push more on the product and disregard their wants and the benefits

they can get, you will lose your customers in no time. The sad thing is that getting them back is

the hardest part.

A company must invest in marketing so as not to miss the opportunity of being discovered. If

e$pense is to be considered, there are cost?effective marketing techni4ues a company can embark

on such as pay?per?click ads and blogging.

M"r>eti$# 9ui'ds Co)p"$y Reput"tio$

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In order to con4uer the general market, marketers aim to create a brand name recognition or

product recall. This is a techni4ue for the consumers to easily associate the brand name with the

images, logo, or caption that they hear and see in the advertisements.

+or e$ample, 9conalds is known for its arch design which attracts people and identifies the

image as 9conalds. +or some companies, building a reputation to the public may take time but

there are those who easily attract the people. With an established name in the industry, a business

continues to grow and e$pand because more and more customers will purchase the products or

take advantage of the services from a reputable company

Ads

9arketing plays a very essential role in the success of a company. It educates people on the latest

market trends, helps boost a companyust be wasting on e$penses and time on a failed marketing approach.

2our .7s of M"r>eti$#

.roduct? A product is seen as an item that satisfies what a consumer needs or wants. It is a

tangible good or an intangible service. Intangible products are service based like the tourism

industry, the hotel industryand the financial industry. Tangible products are those that have an

independent physical e$istence. Typical e$amples of mass?produced, tangible ob>ects are the

motor carand the disposable ra#or. A less obvious but ubi4uitous mass produced service is a

computer operating system.

@very product is sub>ect to a life?cycleincluding a growth phase followed by a maturity phase

and finally an eventual period of decline as sales falls. 9arketers must do careful research on

how long the life cycle of the product they are marketing is likely to be and focus their attention

on different challenges that arise as the product moves through each stage.

The marketer must also consider theproduct mi$. 9arketers can e$pand the current product mi$

by increasing a certain product line*s depth or by increasing the number of product lines.

9arketers should consider how to position the product, how to e$ploit the brand, how to e$ploit

44
http://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Hotel_industryhttp://en.wikipedia.org/wiki/Financial_industryhttp://en.wikipedia.org/wiki/Motor_carhttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Computer_operating_systemhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Product_lininghttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Hotel_industryhttp://en.wikipedia.org/wiki/Financial_industryhttp://en.wikipedia.org/wiki/Motor_carhttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Computer_operating_systemhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Product_lining


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the company*s resources and how to configure the product mi$ so that each product complements

the other. The marketer must also consider product development strategies.

.rice The price is the amount a customer pays for the product. The price is very important as it

determines the company*s profit and hence, survival. Ad>usting the price has a profound impact

on the marketing strategy, and depending on theprice elasticityof the product, often it will affect

the demand and sales as well. The marketer should set a price that complements the other

elements of the marketing mi$.

When setting a price, the marketer must be aware of the customer perceived value for the

product. Three basic pricing strategies are= market skimmingpricing, marketpenetration pricing

and neutral pricing. The *reference value* Ewhere the consumer refers to the prices of competing

productsF and the *differential value* Ethe consumer*s view of this product*s attributes versus the

attributes of other productsF must be taken into account.

.ro)otio$? represents all of the methods of communication that a marketer may use to provide

information to different parties about the product. /romotion comprises elements such as=

advertising,public relations,personal sellingandsales promotion.

Advertising covers any communication that is paid for, from cinema commercials, radio and

Internet advertisements through print media and billboards. /ublic relations is where the

communication is not directly paid for and includes press releases, sponsorship deals,

e$hibitions, conferences, seminars or trade fairs and events. Word?of?mouthis any apparently

informal communication about the product by ordinary individuals, satisfied customers or people

specifically engaged to create word of mouth momentum. (ales staff often plays an important

role in word of mouth and public relations Esee *product* aboveF.

.'"ce? refers to providing the product at a place which is convenient for consumers to

access. /lace is synonymous with distribution.5arious strategies such as intensive distribution,

selective distribution, e$clusive distribution and franchising can be used by the marketer to

complement the other aspects of the marketing mi$

45
http://en.wikipedia.org/wiki/Pricinghttp://en.wikipedia.org/wiki/Price_elasticityhttp://en.wikipedia.org/wiki/Demandhttp://en.wikipedia.org/wiki/Customer_perceived_valuehttp://en.wikipedia.org/wiki/Market_skimminghttp://en.wikipedia.org/wiki/Penetration_pricinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Pricinghttp://en.wikipedia.org/wiki/Price_elasticityhttp://en.wikipedia.org/wiki/Demandhttp://en.wikipedia.org/wiki/Customer_perceived_valuehttp://en.wikipedia.org/wiki/Market_skimminghttp://en.wikipedia.org/wiki/Penetration_pricinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Franchising


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I$ter*store Stoc> Tr"$sfers

Inter (tore (tock Transfer refers to transferring of goods from one store to another within the

limits. The reasons for inter stock transfer could be=

+luctuating customer demand

Bategory initiated for newly open stores.

The steps involved in Inter (tore (tock Transfer are as follow=

6aving identified the no of merchandise re4uired for particular category, it is the duty Gf

9 to send the re4uisition of re4uired merchandise to #onal front end category. +ront @nd Bategory then checks the status of all the stores within the octroi limits and

raises the (tock Transfer Grder E(TGF against sent re4uisition.

Stoc> Tr"$sfer Order=It is a document which is raised by the #onal front end category for transferring of goods from

one place to another. (TG is raised and sent to the store which will transfer goods to receiving

store by the front end category .This document gives information about all merchandise

which needs to be transferred to receiving store. +or e$ample= article number, 4uantity,

store name Ewhere goods need to be transferredF etc.

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+ront @nd Bategory then sends the %0 digit (TG number by mail to the sending

store. 6aving received the (TG number from +ront @nd Bategory, particular category Tr"$sfer Note=

It is a document which is raised by the sending store to receiving store. This document gives

information about all merchandise which is getting transferred to receiving store.

+or e$ample= article number, 4uantity, store name Ewhere goods need tobetransferredFetc.

The - copies of (T8 are issued=

Gne copy stays with the sending store

Gne copy for receiving store

Gne copy is an acknowledgement for the sending store

Against the (T8, a !ate /ass must be issued by the sending store.

(tore copy of (T8 and gate pass must be signed by the transporter for the number of

merchandise he will be delivering to the other store. Records for the gate pass must be maintained by the store security personnel.

An entry must be made in the Gutward Register, which is maintained at the (ecurity.

Re#isters )"i$t"i$ed "t stoc> receivi$# poi$ts%

,% Security i$ ="rdi$# "$d out ="rdi$# re#ister%

/% I$ ="rdi$# re#isters%

:% Out ="rdi$# re#ister%

B% SIS re#isters%

;% Stoc> h"$dover re#ister%

% 1e$dor retur$s re#ister%

% No$ se''"b'e i$="rd re#ister%

@% No$ se''"b'e out="rd re#ister%

?% Out="rd #"te p"ss%

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The research agenda on retail store e$ecution straddles three e$isting areas of

literature= %F empirical studies of retail store e$ecution, 2F literature on the relationship between

customer satisfaction and financial performance in the retail industry and -F empirical studies of

e$ecution in other industries such as retail operation and adherence of various policies in the

retail operations.

Retail store e$ecution strategies have attracted the attention of researchers in

operations management only recently, but this stream of work is most closely related to our

paper. /erhaps the first reference on retail store e$ecution is (almon E%&&F who argued that

e$ecution in retailing has become more important than other aspects of retail business Ee.g.,

merchandisingF.

e6oratius and Raman E200LF analy#e the relationship between incentives provided

to store managers and monthly sales and shrinkage across a chain of stores. They control for

store fi$ed effects, inventory, and advertising e$penditures and, as in our work, find a positive

and significant relationship between inventory and sales at the store level.

The literature on missing inventory and inventory record inaccuracy in retailing Esee

Raman et al. 200%a, 200%bF found empirically that, because of e$ecution failures, customers

often do not find the product they seek, even if these products are within the store. Raman et al.

E200%a, 200%bF report that over L1J of the inventory records at retailer !amma were inaccurate

at the store?(7 level, and that over %LJ of the inventory at retailer eta was missing from the

shelf.

Their studies report that such issues arise mainly due to store and distribution center

replenishment processes, merchandising, inventory management and employee turnover.

e6oratius and Raman E200-F outline three approaches to the inaccurate inventory problem=

prevention and elimination of root causes Eusing methods similar to the Ishikawa process of SIT

principlesF, correction and identification of errors through inspection policies, and lastly software

solutions that integrate the source of errors into the inventory management system.

In a follow?up study, Ton and Raman E200'F find that higher product variety and

inventories lead to a higher incidence of phantom stock outs Esuch that inventory is in the back

room but does not reach the shelfF and lost sales. Ton and 6uckman E2001F study the impact of

employee turnover on process conformance within retail stores and find that the negative effect

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stores and supermarkets. abakus et al. E200'F link customer satisfaction to product and service

4uality within retail stores and find that product 4uality has a significant impact on store?level

profits.

To summari#e, research on customer satisfaction views employees as facilitators of

the sales process who are critical to improving the conversion ratio, by providing information to

the customers on prices, brands, and product features and by helping customers to navigate store

aisles, finding the product and even cross?selling other products.

The uni4ue feature of the retail store e$ecution problem is that it combines the factory

and the sales components, but this stream of literature focuses only on the latter. @mpirical

studies of e$ecution span other industries as well. +or e$ample, retail banking is dominated by

the sales functionD +rei and 6awker E%&&&F 4uantify the inefficiencies in process e$ecution due to

process design using ata @nvelopment Analysis. +rei et al. E%&&&F study the impact of the

aggregate process performance and process variation on the financial outcome using a sample of

%-1 bank branches. They report that process variation negatively affects financial performance.

Another prominent focus on e$ecution which takes the factory viewpoint is found in

the automotive industry. In this conte$t the role of process design and conformance has long

been debated, and the virtues of the Toyota /roduction (ystem are well documented. Womack et

al. E%&&%F show that Toyota


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Recently, however, a few pioneering papers ERaman et al. 200%a, 200%b, e6oratius and Raman

200-, Ton and Raman 200', Borsten and !ruen 200-, Ton and 6uckman 2001, 5an onselaar et

al. 200LF have provided evidence of deficiencies in retail store e$ecution, suggesting that

optimi#ed plans might be severely blunted by less than perfect e$ecution.

Although these papers have focused mostly on missing inventory, inventory

record inaccuracy and inventory replenishment, it is reasonable to suspect that, given the high

level of problems with inventories, other aspects of retail e$ecution are imperfect also.

Interestingly, for many years, retailers have been administering surveys to their customers to

measure both their overall level of satisfaction and their opinion of various details of their store

e$perience.

9any of the detailed 4uestions relate to store e$ecution. +or e$ample, id you

find what you were looking for< is a commonly asked 4uestion directly related to the missing

inventory issue noted above. It is thus natural to consider using this data to better understand

issues related to store e$ecution, including what factors influence the 4uality of e$ecution and

what is the impact of e$ecution on output variables of interest to the retailer, such as sales and

overall customer satisfaction.

This paper reports a effort to do this using proprietary data

obtained from a large retail chain with over 100 stores. The data is tracked monthly at the store

level for a %3 month period and is comprised of %F financial store performance data, including

sales, number of transactions and number of units sold, 2F operational data, such as payroll,

employee turnover, and in?stock levels, and -F the results of ongoing customer satisfaction

surveys that use a variety of 4uestions to measure for a particular store visit a customer


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hence might be correlated with each other because of this common correlation with time, but this

type of correlation was not of interest to us.

Retail involves the sale of goods from a single point Emalls, markets, department stores etcF

directly to the consumer in small 4uantities for his end use. In a layman


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performed by the staff daily in store

STORE ATMOS.HERE

The store must offer a positive ambience to the customers for them to en>oy their shopping and

leave with a smile.

The store should not give a cluttered look.

The products should be properly arranged on the shelves according to their si#es and

patterns. 9ake sure products do not fall off the shelves.

There should be no foul smell in the store as it irritates the customers.

The floor, ceiling, carpet, walls and even the manne4uins should not have unwanted

spots.

8ever dump unnecessary packing bo$es, hangers or clothes in the dressing room. 7eep it

clean.

9ake sure the customers are well attended.

on


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@ach and every merchandise should have a security tag.

Ask the individuals to submit carry bags at the security.

9ake sure the sales representative handle the products carefully.

Blothes should not have unwanted stains or dust marks as they lose appeal and fail to

impress the customers.

Install a generator for power backup and to avoid unnecessary black outs.

7eep e$pensive products in closed cabinets.

Instruct the children not to touch fragile products.

The customers should feel safe inside the store.

Refu$ds "$d Retur$s

+ormulate a concrete refund policy for your store.

The store should have fi$ed timings for e$change of merchandise.

8ever e$change products in lieu of cash.

8ever be rude to the customer, instead help him to find something els

Tr"i$i$# .ro#r")

The store manager must conduct fre4uent training programs for the sales representatives,

cashier and other team members to motivate them from time to time.

It is the store manager


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/% S"'"ry per )o$th

( .8G Responses 8o of respondents /ercentage

% below?20000 '1 '1J

2 20000?-0000 21 21J

- -0000?'0000 % %J

' X10000 %2 %2J

Total ,66 ,66

T"b'e $o ;%/

Ch"rt $o ( ;%/

I$terpret"tio$(

+rom the above table it is observed that '1J of respondents are with the salary range of

below20000 in big ba#aar and 21J of respondents are with the salary range of 20000?-0000

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and %J of respondents are with a salary range of -0000?'0000 remaining %2J respondents

are above 10000 salary range in big ba#aar

-. /urchasing goods from big ba#aar in a month

(.8o Responses 8o. of respondents /ercentage

% more than 1 times %0 %0J

2 - 1 times ' 'J

- %?2 times 2' 2'J

' less than a month % %J

Total %00 %00J

T"b'e $o ;%:

Ch"rt $o ;%:

I$terpret"tio$:

+rom the above table it is observed that 'J of respondents are purchasing in big ba#aar for

-?1 times in a month and 2'J of respondents are purchasing %?2 times in a month and %J of

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respondents are less than a month and%0J of respondents are visit big ba#aar are more than 1

times in a month

' .In customer perspective best part of big ba#aar

(.8G Responses 8o.of respondents /ercentage

% /B Eplastic, crockery ,utensilsF 20 20J

2 +Efashion at big ba#aarF '& '&J

- @lectronics %% %%J

' +ood ba#aar 20 20J

Total %00 %00J

T"b'e $o ;%B

Ch"rt $o ;%B

I$terpret"tio$(

+rom the above table it is observe that 20J of respondents are preferrering ig a#aar mainly

for purchasing /B Eplastic ,crockery, utensilsFand '&J of respondents preferring mainly +

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Efashion at big ba#aarF and %%J of respondents preferred mainly electronics and remaining 20J

of respondents preferring mainly food ba#aar in the big ba#aar

1.9ain reason to visit big ba#aar

(.8G Responses 8o. of respondents /ercentage

% Cuality 2% 2%J

2 Gffers '3 '3J

- /rice 2- 2-J

' near to home %% %%J

Total %00 %00J

T"b'e $o ;%;

Ch"rt $o ;%;

I$terpret"tio$(

from the above table it is observed that, 2%J of respondents come to ig a#aar for 4uality and

'3J of people come for offers and 2-J of respondents come for price and remaining %J of

respondents come mainly it near to home to big ba#aar.

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L.Bompared to other outlets, pricing of products in big ba#aar are

(.8o Responses 8o. of respondents /ercentage

% 5ery low %2 %2J

2 ow 1L 1LJ

- Almost same 2L 2LJ

' 6igh L LJ

Total %00 %00

T"b'e $o ;%

Ch"rt $o ;%

I$terpret"tio$F

+rom the above table it is observed that %2J of respondents said pricing is very low when

compared to other stores and 1LJ0f respondents said pricing is low and 2LJ of respondents

said pricing is almost same and LJ of respondents said pricing is high in big ba#aar

3 . Bustomer service

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% highly satisfied %2 %2J

2 (atisfied 2' 2'J

- slightly satisfied '' ''J

' issatisfied %' %'J

1 highly dissatisfied L LJ

Total %00 %00J

Table no 1.3

Ch"rt $o ;%

I$terpret"tio$(

+rom the above table it is observe that %2J of respondents are highly satisfied with the

custo)er servicein big ba#aar and 2'J of people are satisfied and ''J of people are slightly

satisfied about customer service and last some respondents are fell dissatisfied about customer

service

./ricing of big ba#aar

S%NO Respo$ses No% of respo$de$ts .erce$t"#e

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% highly satisfied 2' 2'J

2 (atisfied -2 -2J

- slightly satisfied -' -'J

' issatisfied & &J

1 highly dissatisfied % %J

Total %00 %00J

T"b'e $o ;%@

Ch"rt $o ;%@

I$terpret"tio$(

+rom the above table it is observe that 2'J of respondents are highly satisfied about the prici$#

of big ba#aar and -2J of respondents are satisfied and -'J of respondents are slightly satisfied

and last some respondents are fell dissatisfied about the pricing in big ba#aar

&. Time taken for billing at the counter


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2 (atisfied 20 20J

- slightly satisfied -0 -0J

' issatisfied 2 2J

1 highly dissatisfied %2 %2J

Total %00 %00J

T"b'e $o ;%?

Ch"rt $o ;%?

I$terpret"tio$(

+rom the above table it is observe that %0J of people are highly satisfied about ti)e t">e$ for

bi''i$#at the counter and 20J of people are satisfied and -0J of people are slightly satisfied

and last some respondents are fell dissatisfied about billing at the counter in big ba#aar

%0. Arrangement of products



2 (atisfied 30 30J

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- slightly satisfied & &J

' issatisfied 3 3J

1 highly dissatisfied 2 2J

Total %00 %00J

T"b'e $o ;%,6

Ch"rt $o ;%,6

I$terpret"tio$ (

+rom the above table and chart we observe that %2J of respondents are highly satisfied about

"rr"$#e)e$t of products and 30J of respondents are satisfied and &J of respondents are

slightly satisfied and last some respondents are fell dissatisfied about arrangement of products in

big ba#aar

%%. Cuality of products


% highly satisfied %' %'J

2 (atisfied 'L 'LJ

- slightly satisfied -0 -0J

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' issatisfied J

1 highly dissatisfied 2 2J

Total %00 %00J

T"b'e $o ;%,,

Ch"rt $o ;%,,

I$terpret"tio$(

+rom the above table it is observe that %'J of respondents are highly satisfied about 8u"'ity

of products and 'LJ of respondents are satisfied and -0J of respondents are slightly

satisfied and last some respondents are dissatisfied about 4uality of products in big ba#aar

%2. Announcement of offers

S%NO Respo$ses No% of respo$de$ts .erce$t"#e

% highly satisfied 1' 1'

2 (atisfied 2L 2L

- slightly satisfied %2 %2

' issatisfied 3 3

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1 highly dissatisfied % %

Total %00 %00

T"b'e $o;%,/

Ch"rt $o ;%,/

I$terpret"tio$(

+rom the above table it is observe that 1'J of respondents are highly satisfied about

"$$ou$ce)e$t of offers and2LJ of respondents are satisfied and%2J of respondents are

slightly satisfied and last some respondents are fell dissatisfied about announcement of offers in

big ba#aar

%-. (tore location


% highly satisfied L' L'J

2 (atisfied %3 %3J

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- slightly satisfied %' %'J

' issatisfied ' 'J

1 highly dissatisfied % %J

Total %00 %00J

T"b'e $o ;%,:

Ch"rt $o ;%,:

I$terpret"tio$(

from the above table it is observe that L'J of people are highly satisfied about store 'oc"tio$

and%3J of people are satisfied and%'J of people are slightly satisfied and last some respondents

are fell dissatisfied about store location of big ba#aar

%'. Attraction of promotions


, highly satisfied ,@ ,@

/ (atisfied ;B ;B

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: slightly satisfied /B /B

' issatisfied - -J

1 6ighly dissatisfied % %J

Total

T"b'e $o ;%,B

CHART NO ;%,B

I$terpret"tio$(

+rom the above table it is observe that %J of people are highly satisfied about "ttr"ctio$ of

pro)otio$and1'J of people are satisfied about and2'J of people are slightly satisfied and

last some respondents are fell dissatisfied about attraction of promotions in big ba#aar

%1 . Availability of different product in big ba#aar.


% highly satisfied %' %'

2 (atisfied - -

- slightly satisfied 2' 2'

' issatisfied 20 20

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1 highly dissatisfied ' '

Total %00 %00

T"b'e $o ;%,;

Ch"rt $o ;%,;

I$terpret"tio$(

+rom the above table it is observe that %'J of respondents are highly satisfied about "v"i'"bi'ity

of productsand -J of respondents are satisfied and2'J of respondents are slightly satisfied

and last some respondents are dissatisfied about availability of products in big ba#aar

%L. +reshness of the products

S%NO Responses 8o. of respondents /ercentage

% highly satisfied %L %L

2 (atisfied '' ''

- slightly satisfied -0 -0

' issatisfied

1 highly dissatisfied 2 2

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Total %00 %00

T"b'e $o ;%, %

Ch"rt $o ;%,

Interpretation=

+rom the above table and it is observe that %LJ of respondents are highly satisfied about

fresh$ess of the products and''J of respondents are satisfied and -0J of respondents are

slightly satisfied and last some respondents are dissatisfied about freshness of the products in big

ba#aar

%3. Aroma in the store


% highly satisfied 2' 2'

2 (atisfied - -

- slightly satisfied 22 //

' issatisfied %% %%

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1 highly dissatisfied 1 1

Total %00 %00

T"b'e $o ;% ,

.

Ch"rt $o ;%%3

Interpretation=

+rom the above table and chart it is observe that 2'J of respondents are highly satisfied about

"ro)" i$ the storeand-J of respondents are satisfied and22J of respondents are slightly

satisfied and last some respondents are fell dissatisfied about aroma in the store in big ba#aar

,@%R"$#e of products

(.8G Responses 8o of respondents /ercentage

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% highly satisfied % %

2 (atisfied '' ''

- slightly satisfied 2' 2'

' issatisfied %0 %0

1 highly dissatisfied ' 'Total %00 %00

T"b'e $o ;% ,@

Ch"rt $o ;%,@

Interpretation=

+rom the above table it is observe that %J of respondents are highly satisfied about r"$#e of

the productsand''J of respondents are satisfied and2'J of respondents are slightly satisfied

and last some respondents are fell dissatisfied about range of the products in big ba#aar

,?% C'e"$i$# of the store

(.8G Responses 8o.of respondents /ercentage

% highly satisfied %L %L

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2 (atisfied 2 2

- slightly satisfied 2L 2L

' issatisfied 22 22

1 highly dissatisfied

Total %00 %00

T"b'e $o ;%,?

ch"rt $o ;% ,?

Interpretation=

+rom the above table it is observe that %LJ of respondents are highly satisfied about c'e"$i$# of

the storeand 2J of respondents are satisfied and2LJ of respondents are slightly satisfied and

last some respondents are fell dissatisfied about cleaning of the store

/6% Security syste) "t bi# b"+""r

(.8o Responses 8o .of respondents /ercentage

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% highly satisfied - -

2 (atisfied '' ''

- slightly satisfied %' %'

' issatisfied - -

1 highly dissatisfied % %

Total %00 %00

T"b'e $o ( ;%/6

Ch"rt $o ;% /6

I$terpret"tio$(

+rom the above table it is observe that -J of respondents are highly satisfied about security

syste)and''J of respondents are satisfied and%'J of respondents are slightly satisfied and last

some respondents are dissatisfied about security system in big ba#aar

/,%parking place of the big ba#aar

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S%No Respo$se No%of respo$de$ts .erce$t"#e

% 6ighly satisfied ' '

2 (atisfied %' %'

- (lightly satisfied 2' 2'

' issatisfied 2L 2L

1 6ighly dissatisfied -2 -2

TGTA %00 %00

T"b'e $o ;%/,

Ch"rt $o ;% /,

I$terpret"tio$(

+rom the above table it is observe that 'J of respondents are highly satisfied about p"r>i$#

p'"ceand %'J of respondents are satisfied and2'J of respondents are slightly satisfied and2LJ

of respondents are dissatisfied about security systemand-2J of respondents are highly

dissatisfied about security system in big ba#aar

2INDINS

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+rom the research conducted it is evident that customers are mainly visit big ba#aar for

offers customer service at big ba#aar were overall satisfied. ut some areas it need to improve

9ost of the people who visited ig a#aar are nearly -?1 times in a month

@ffective visual merchandising is essential to attract shoppers enticing them to make a

purchase. 1'J of customers are highly satisfied by announcement of offers with in %00 samples

(tore location was highly satisfied by the customers.

9ost of customers are satisfied with the aroma of the store.

9a>ority of the respondents said that security system of the store is satisfied.

@ffective attraction of promotions should also be supported by good sales staff to close

deals with shoppers. most of the customers are highly dissatisfied about parking place

SUESTIONS

!ive information through (9( , 9ail , or (ocial media Y when the new arrivals :offers

available in I! A"AAR

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+ashion assistance will need proper training for giving better assistance to the customer,

some of the fashion assistance will have to assign some target for monthly and provide

some incentives for thatY

/arking place should be improved and arrange a security guard for giving directions for

car parking entrance and e$it also.

!ive ads fre4uently and give more information in ads about I! A"AAR they need

local publicity alsoY

I! A"AAR should put hoardings at near colleges and give special offers to student*s

to attract as most of the customers are students in I! A"AAR.

I! A"AAR should put brand logos at the entrance door and also provide information

on offers, at which floor it is available

SUMMAR!

The pro>ect work report titled GRETAIL STORE O.ERATIONS =ith refere$ce to 9I

9A5AAR01ISHA4A.ATANAM divided into L Bhapters.

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+irst chapter deals with the introduction to the pro>ect report need for the

study, ob>ectives of the study, 9ethodology and limitations. In the introduction of the study a

brief discussion is made on retail store operations . ater the need for the study has been

described. After that the ob>ectives of the study has been constituted and to reali#e the

ob>ectives what methodology was followed been described in step by step manner. +inally, the

limitation of the study is also discussed.

(econd chapter deals with the industry profile. In this chapter total overview

of retail set industry been discussed. The trends and history of the industry has also been

discussed with a chronological order. ater the industry prospectus is also mentioned.

Third chapter the overview of the company has been discussed. All

functional activities like production and operations, 6uman resource management, financial

management and marketing operations of the I! A"AAR is clearly mentioned. 5arious

organ grams of different departments in the company also depicted.

+ourth chapter of this pro>ect report thesis deals with the theoretical

back ground of the topic retail store operations. Its characteristics, operations, difficulties and

various strategies applicable to the retail store operations were clearly discussed.

+ifth Bhapter deals with the analysis and interpretation part. The data was

analy#ed with 2%diagrams and e4ual number of tables. The analy#ed data was also interpreted

with possible information available at the time of filling up the 4uestionnaire and interviews .

At last the si$th chapter deals with the summary, findings and

suggestions. As the last part of the thesis the bibliography and anne$ure also attached.

UESTIONNARE

8A9@= A!@=

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!@8@R=

%.(alary per month

AF elow 20000 F20000?-0000

BF -0000?'0000 FAbove 10000

2 .6ow often will you purchase from big ba#aar

AF 9ore than 1 times a month F -?1 times in a month

BF %?2 times in a month F less than one time in a month

-. In your perspective Which was the best part of big ba#aar

AF /BEplastic,crockery,utensilsF F+Efashion at big ba#aarF

BF @lectronic goods F +ood ba#aar

'. What was the main reason behind you to visit big ba#aar for purchasing

AF Cuality F /rice

BF Gffers F 8ear to home

1. Whether compare to other stores price of products in big ba#aar wasYYYYY..

AF 5ery low F ow

BF Almost same F 6igh

(TAT@9@8T 6ighlysatisfied

(atisfied (lightly(atisfied

is?

satisfied

6ighlydis?

satisfied

L. Bustomer service

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3. /ricing of the big ba#aar

. Time taken for billing at the

counter

&. Arrangement of theproducts

%0. Cuality of products

%%. Announcement of offers

%2. Cuality of products

%-. Attraction of promotions

%'. Availability of the products

%1. +reshness of the products

%L. Aroma in the store

%3. Range of products

%. Bleaning of the store

%&. (ecurity system at the time

of checkout

20. /arking place

2%.Any

suggestionsYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

YYYYYYY

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9I9ILORA.H!

9OO4S RE2ERRED(

9arketing management /hilip7otler

9arketing research A. parasuraman

3E9 SITES(

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WWW.!oogle .com

WWW .ig ba#aar.com

9anagement study guide

@ books .com

WWW.wikipedia.com

WWW.store operations.com
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store operations at bigbazar