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A
Project Report
On
The Study at Dr. A.S. Rao Nagar with reference to Spencers Retail Ltd on
Market Potential and Customer Preferences.
A Project Report Submitted in partial fulfillment for the award of
POST GRADUATE DIPLOMA IN MANAGEMENT
Submitted By:
Ajay Kumar Gupta
(Registration No.: 08/06)
ICBM-SCHOOL OF BUSINESS EXCELLENCE
Rajendra Nagar, Hyderabad-500 048
Approved by AICTE
(2008-2010)
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ACKNOWLEDGEMENT
Interdependence is a higher value than independence
Some Says Managers are born and some says managers are made. I was also in
some dilemma before commencing my Summer Internship Project. But after the
successful completion of my summer internship project, I came to know that
managers are made if they are guided properly and are motivated to work willingly
towards fulfillment of specific goal.
It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well
wishers who have in some way or other contributed in their own special ways to the
success and completion of this summer internship project.First of all, I express my sage sense of gratitude and indebtedness to my Principal,
Prof. S. Zarar of ICBM-School of Business Excellence, Hyderabad, from the bottom of
my heart, for his unprecedented support and faith that I do the best and his valuable
recommendation and for accepting this project.
I sincerely express my thanks to our Marketing lecturerProf. Jitender Govindani for
his valuable guidance and intellectual suggestions during this project.
Also, I also express my sincere thankfulness to my mentor Dr. P Sai Rani, Mr.
Khaja Qutubuddin and Mrs. Annie Kavitha for their kind advice, suggestions and
constant help in a lot of various ways during project course.
Further I express my sage sense of gratitude to Mr. Sudhakar Balivada, Regional
Marketing Manager of Spencers Retail Ltd (A RPG Group enterprise) and Mr. Rajneesh
Jha, who were kind enough to give an opportunity to work under their immense expertise.
I sincerely thank to both of them for their valuable suggestions, motivation and
encouragement. I express my thanks to the Spencers Supporting Team, for their support
and encouragement in bringing out this project report.
I would be failing in my duty if I dont express my profound gratitude to the entire
respondent who has spent their valuable time to answer the questionnaire.
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Last but not the least; I would also like to expand my thanks to all faculty members of
ICBM-School of Business Excellence, Hyderabad, who have helped a lot during the course
of my project.
Finally, I sincerely express my thanks to all my friends and the Staff members ofICBM-School of Business Excellence, Hyderabad for their support.
Ajay Kumar Gupta
(Registration No.: - 08/06)
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DECLARATION
I, Ajay Kumar Gupta student of ICBM-School of Business Excellence,Hyderabad,hereby declare that this project report entitled The Study on Market
Potential and Customer Preferences with reference to Spencers Retail Ltd at
Dr. A.S. Rao Nagar for Spencer Retail Limited (A RPG Enterprise), Hyderabad,
is a bonafide record of work done by me during the course of summer internship
project work of PGDM program and all contents and facts are prepared and
presented by me without any bias.
I also declare that it has not previously formed the basis for the award to me for
any degree/diploma associate ship, fellowship or other similar title, of any
Institute/Society.
Place: Ajay Kumar Gupta
Date:
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PREFACE
I want to express my gratitude for the experience and practical knowledge that I
gained during the summer internship project at Spencers Retail Ltd (An enterprise of
RPGs group).It was my first experience when I went to the market not to buy anything but
to do the survey and to Study of Market Potential and Customer Preferences at Dr. A.S Rao
Nagar, Hyderabad with reference to Spencers Retail Ltd. The basic need of this survey is
to interact with customers. On first day I was nervous, but because of the good image of the
SPENCERs in the market the people reacted positively.
For accomplishment of the project report I think about the conditions and views
and then I used to compose the whole thing on computer. In making the project report
theoretical knowledge was needed more than the practical which was given to us by my
professors in my institutes. In the market the experience relating to the practical knowledge
was very good which realized me about the real conditions of the marketing.The project flows logically consisting of market research, data collection method
and questionnaire. It hoped that the findings and the suggestions will help the company,
confidently to formulate its strategy in comparison to its competitors. I have enjoyed my
summer internship at Spencers and have learnt lots of new things, which will be helpful to
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me during my work in any organization. I thank Spencers for giving this opportunity at
their office and being good to me all the time.
I am please to work in this esteemed organization. I have tried my best to make
this report a reader friendly & also did my level best to fulfill the objective of the summertraining.
Lastly I am giving thanks to ICBM-School of Business Excellence family who
gave me their precious time to make project successful.
CERTIFICATE FROM GUIDE
This is to certify that the project entitled The Study on Market Potential and Customer
Preferences with reference to Spencers Retail Ltd at Dr. A.S. Rao Nagar is a bona fide work
of Ajay Kumar Gupta, a student of ICBM-School of Business Excellence bearing Roll No.
PGDM/08-10/06, and was successfully conducted at Spencers Retail Ltd. Hyderabad, from
1stMay to 15th June 09, for thepartial fulfillment for the award of Post Graduate Diploma in
Management (PGDM).To the best of my knowledge this is an original piece of work.
I wish him all the very best in his career endeavors.
Dr. P. SAI RANI
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(.)
(PROJCET GUIDE)
TABEL OF CONTENTS
S.No. CONTENTS
1. Executive Summary
2. Introduction to Retailing
3. Objective of the Study
4. Research Methodology and Scope of the Study
5. Assumption of Study
6. Retail Sector and its scope in India
7. Company Profile
RPG Group
Spencers Retail Ltd.
8. Introduction to Market Potential and Catchment Analysis9. Data Analysis and Interpretation
10. Findings of the Study
11. Challenges and Opportunities
12. Suggestions and Recommendation
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13. Limitations of Study
14. Conclusion
Annexure
Bibliography
Retailing Customer is King
A Customer is the most important visitor on our premises. He is not dependent on us. We are
dependent on him. He is not an interruption on our work. He is the purpose of it. He is not an
outside of our business. He is a part of it and we are not doing him a favor by servicing him. He is
doing us a favor by giving us an opportunity to do so.
Mahatma Gandhi
Some Published issue of Retail Industry
The retail industry is expected to grow into a USD 427 billion industry by 2010- FICCI.
Indias retail industry, which is in the middle of rapid growth, has already
scripted success stories fit to be the subject of a Bollywood film-Business Standard.
The impact of organized retailers that have seen swarming of malls lately, on the mom-n-pop
stores in 20 Indian cities- Indian Council of Research in International Economic Relations
(ICRIER).
Modern Retailing Comprehensive policy vital- The Hindu
Retail boom triggers ancillary industry growth- The Times of India
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The Indian Macro Economy
Tops AT Kearney list of emerging markets for global Retailers to enter.
2nd Fastest growing economy in the World and 50% of the total GDP led by services such
as IT, telecommunications, healthcare and retailing.
GDP growth rate for the year 2007-08 ended at 9.4% (in 1 st quarter) and current GDP (6 %)
is better than China and other developed country.
Reserves crossed the $150 billion mark, showcasing India as one of the top ten holders of
Foreign exchange reserves.
Population 1000+ Million 50 Million Rich and 300 Million Middle class
65% of population below 35 years and 54% below age 25 years
Working population in India is growing like most other developed countries.
China has issues of median age 30-34 years at the early stage of development and
psychology issues after implementation of one child policy
Housing Boom due to nuclear family, low interest rates, tax benefits from government
and lastly strong Indian values driven by savings and owning home
Economy - 4h largest economy in the world on PPP basis (next only to USA, China and
Japan) -One of the fastest growing economy with 6.5% average growth in GDP for last 10
years and is expected to rank 3rd by 2010, just behind the US and China
Fragmented retailing with 5 million retailers and 95% less than 500 sq ft nation of shop-
keepers -brilliant trading and entrepreneur community
Over 3.9 million tourists visited India this year, up from 3.0 million last year.
India is on the track to be the servicing capital of the world (As China is manufacturing
capital) and Organized retail growing at 25-30%+ p.a. compound growth.
IPL has again drastically changed the outlook of the whole world towards India. It has the
highest paid players across the Globe / Sports.
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Real Estate & Retailers in India are the most aggressive in Asia in expanding their
businesses, thus creating a huge demand for real estate. Their preferred means of expansion
is to increase the number of outlets in a city and also expand to other regions.
Driven by changing lifestyles, strong income growth and favorable demographic patterns,
Indian retail is expanding at a rapid pace.
Besides the 6 metros, India has 61 other cities with populations greater than 0.5 million and
contributes about 14% to the countrys GDP.
India Vs World
Indian retail is fragmented with over 12 million outlets operating in the country which is 13
times more the all retail outlets operating in USA (0.9 million outlets).
India has the highest number of outlets per capita in the world - widely spread retail
network but with the lowest per capita retail space (@ 2 sq. ft. per person)
Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is higher than the size of
Indian retail industry. Almost 100 times more than the turnover of HLL (India's largest
FMCG Company).
Wal-Mart - over 4,800 stores (over 47 million square meters) where as none of India's large
format store (Spencers, Big Bazaar, Shoppers' Stop, Westside, Lifestyle) can compare.
The Wal-Mart sales per hour of $22 million are incomparable to any retailer in the world.
Numbers of employees in Wal-Mart are about 1.3 million where as the entire Indian retail
industry employs about three million people.
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One-day sales record at Wal-Mart (11/23/01) $1.25 billion - roughly two third of HLL's
annual turnover.
Developed economies like the U.S. employ between 10 and 11 percent of their workforce
in retailing (against 7 percent employed in India today).
60% of retailers in India feel that the multiple format approach will be successful here
whereas in US 34 of the fastest-growing 50 retailers have just one format
Inventory turns ratio: measures efficiency of operations. The U.S. retail sector has an
average inventory turns ratio of about 18. Many Indian retailers have inventory turns levels
between 4 and 10 - KPMG surveyed.
Global best-practice retailers can achieve more than 95 percent availability of all SKUs on
the retail shelves (translating into a stock-out level of less than 5 %).The stock-out levels
among Indian retailers surveyed ranged from 5 to 15 percent.
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1. Executive Summary
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Executive Summary
Retailing is emerging as a sunrise industry in India and is presently largest employer after
agriculture. Some economists say that Retailing is one of the pillars of the economy in India, and
some say it is gold mine of Indian economy. Retailing in its present form started in the latter half of
20th century in USA and Europe. Retail industry is divided into organized and unorganized sectors.
Over 12 million outlets operate in the country and only 5% of them being larger than 500 sq ft
(46 m) in size. Organized retailing in India is projected to grow at the rate of 25-30% p.a., is
estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637
billion by 2015. Indian Retail Sector is growing very fast with so many new players are coming in
this growing organized sector and trying to attract customers by giving attractive offers and
offering competitive prices etc.
Spencers Retail Ltd is Indias leading retailer that operates in multiple formats. The company
operates over 6 million square feet of retail space, has over 350 square feet of retail stores across
60 cities in India and employs over 4500 people.
The motive of the study is to know the market potential at Dr. A.S. Rao Nagar, Hyderabad with
reference to Supermarkets & find out the customers perception about Supermarkets & what are
the customers expectations from Spencers Retail. The main purpose of the study is to find out the
target customers, preferences of the customers and sales potential with reference to Spencers.
The study is done with the help of primary data given by respondents during survey and secondary
data to know the market potential and customer preferences at Dr. A.S Rao Nagar, Hyderabad
market with reference to Spencers Retail Ltd, and also to understand the current market position
of Spencers Daily at that area and know the potential customers. This study is done with the help
of area mapping and catchment analysis technique. Primary data is collected through personal
interview using structured questionnaire and secondary data is collected from management of the
Spencers Retail Ltd, various book, journals and from Spencers website.
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Dr. A.S. Rao Nagar is a developing area of Hyderabad and it consists of all classes of families.
Most of the families belong to Socio Economy Class (SEC) A & B. Most of the residents fall in to
age group 18-45. Most of the families have 4 to 5 members in their families. Residents are well
educated and holding jobs. Their monthly incomes are ranging from 10,000-20,000 and above.
Approximately 86.5% people visit Supermarket for shopping and 50.75% people visit to Spencers
Daily Supermarket. From the above data it can be observed that there is a potential for good market
opportunities for retail Supermarket.
The reason for visiting super markets as mentioned by the respondents varied from better services
to pricing to variety of products available with the super markets. 44.75% respondents visit super
markets for the prices offered by the super markets and 46.75% mentioned that the quality of
product provided by the super markets is the reason for their visit to super markets.
The other factors which attract the respondents to various super markets are variety of products
offered, fresh products like fruits and vegetables, availability of dairy products, home delivery,
parking facilities, accepting debit/ credit cards, fast billing, booking counters, customer service,
courteous and friendly behavior and ambience.
Most of the customers complained regarding customer service, variety of product with deep
assortment, store image, arrangement of products, pricing, product knowledge of employee, quality
of products, parking space, product updation, closing time at Dr. A.S. Rao Nagar with reference to
Spencers Daily.
Company can enhance its business or increase its sales by doing these things; provide better
customer service than its competitors, increase the variety of merchandise with deep assortment,
arrangement of product should be in proper way that creates good store image, provide club
Spencers membership card to the customers. Company should also include apparels segment in
the store, should advertise through pamphlets about various offers, provide parking space andemploy knowledgeable sales staff.
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This study helped me a lot for analyzing the market, understanding retail business and how to
respond in critical situations. Findings and suggestions/recommendation of this report might be
helpful for the company to improve its performance and business.
2. Introduction to retailing
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Introduction
The word retail has its origin in French word retaillier and means to cut a piece offorto
break bulk. The term Retailing is defined as All activities involved in selling goods and services
directly to final consumers for their personal and non-business use. In simple terms, it implies a
first-hand transaction with customer. Retailing involves a direct interface with the customer and the
coordination of business activities from end to end right, from the concept or design stage of a
product or offering, to its delivery and post delivery service to the customer. The industry has
contributed to the fastest changing and dynamic industries in the world today.
Retailing, it is an emerging trend in the India and Hyderabad is not far behind which is also
witnessing the stupendous growth and opportunities presented by this sector. Many institutions-
Manufacturing, Wholesalers and retailers do retailing, but most retailing is done by Retailers. A
business wholesales come from primarily from retailing. It is a proven fact that in India the retail
industry has become the 2nd largest employer after agriculture. Indian retail sector is in boom
period and many reasons are contributing to it.
The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12 million
retail outlets of various sizes and formats. Almost 95% of these retail outlets are less than 500 sq.
ft. In size, the per capita retail space in India being 2 sq. ft. compared to the US figure of 16 sq. ft.
Thus Indias per capita retailing space is the lowest in the world.
With more than 9 outlets per 1000 people, India has the largest number of outlets in the world.Most of them are independent and contribute as much as 95% to the total retail sales. Because of
the increasing number of nuclear family, working women, greater work pressure and increased
commuting time, convenience has become a priority for the Indian consumers.
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The growth and development of organized retailing in India is driven by two main factors lower
price and benefits the consumers cant resist. According to experts, economies of scale drive down
the cost of supply chain, allowing retailers to offers more benefits offered to the customers.
Globally, retailing is customer-centric with an emphasis on innovation in products, process and
services. In short, the customer is the king.
The Indian retail market is the 5th largest retail destination globally. It is estimated to grow from the
US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015.
In Hyderabad, Spencers Retail came up as the organized retail outlet in the form of a Hypermarket
in the year 2001, with its inception in Hyderabad, shopping got an altogether new meaning in
Hyderabad. Some of the striking features of Spencers Retail a big and different formats having
nice store image, along with soothing music and luring visual display of the products with self-
selection facility magnetizing customers to choose from a wide assortment and variety of the
products priced with entrancing discounts and fabulous offers.
The emergence of organized retailing has led to competition which has resulted to the
demographics & psychographic changes in the life of urban consumers. The life style and
purchasing power of the middle class & upper class segment have fuelled the growth of organized
retailing to intense competition among the big players.
Spencers Retail is facing big intense competition from organized retail outlets like Big Bazaar,
More, Vijetha, Hyderabad Central, Spar, Shoppers Stop, Pantaloons, Heritage fresh @, Food
World, Reliance fresh, Vishal Mega Mart etc, to name a few, and from unorganized retailers like
Kirana shops, Garment shops etc. Competition in retail sector has become extremely keen. Many
new players coming in the retail market has increased the degree of competition by adopting 5 Ps
(i.e. place, product, price, promotion and people) for successful retailing. While some of the exiting
retailers survived, others failed to do so.
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3. Objective of the Study
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Objectives of the study
To study Dr. A.S. Rao Nagar area demographic wise.
To study about the perception of customers with reference to availability of products and
services in supermarket/Spencers.
To study about customer preferences and frequency of shopping.
To know the target customers of Spencers Retail/Supermarket at Dr. A.S. Rao Nagar.
To understand the customers expectation from retail service provider.
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4. Research Methodology
and Scope of the Study
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Research Methodology
The study is relied on primary as well as secondary data.
The primary data is collected through personal interviews using structured Questionnaire.
The Secondary is collected from management of the Spencers Retail Ltd, various books, journals
and Internet.
Sampling Methods:
Probability sampling method or simple random sampling
Universe: -
The research work was accomplished in Dr. A.S. Rao Nagar, Hyderabad, so Dr. A.S. Rao Nagar,
Hyderabad is my Universe.
Sample Size: -
Sample size was 400.
Research Instrument: -
For this study, for the collection of various data requirement, structured questionnaire is used. This
questionnaire contains qualitative and quantitative information of the customers. The questionnaire
contains of both open-ended and close ended questions, which would help to know the situationprevailing in the market.
Statistical Tools Used
For the purpose of data analysis, Percentage Method is used for calculation and result was
interpreted.
No. of Respondents
Percentage = ---------------------------100
Total Respondents
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Scope of the Study
With the help of primary data given by the respondent during survey and secondary data, study is
done to help the Spencers Retail Ltd to understand the market potential at Dr. A. S. Rao Nagar,
Hyderabad market, also to understand the customer preferences and, potential customers and
current market position of Spencers Daily at that area.
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5. Assumptions of the Study
The assumptions of the study are----
Questionnaires which were filled by both husband and wife and other members of family
have been considered by me as filled by male (earner) only.
Those questionnaires which are more than 80% filled, I have taken them in to consideration
as a full filled questionnaire.
Customers who visit occasionally to Spencers in a month or with 15 days, I consider that
once in a week.
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6. Retail Sector and its scopein India
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Retail Sector and its scope in India
Structure of Indian Retail Sector
The retail industry continued in India in the form of Kirana stores till 1980. Soon, following the
modernization of the retail sector in India, many companies started pouring in the retail industry in
India like Bombay Dyeing, Grasim etc. From that time the retail sector in India can be widely split
into the organized and the unorganized sector.
Organized Retail Sector
After 50 years of unorganized retailing and fragmented Kirana stores, the Indian retail industryhas finally begun to move towards modernization, Systematization and consolidation. Today,
modernization is the catch phrase and the key to understanding retail in the next decade.
There has been a boom in retail trade in India owing to a gradual increase in the disposable
incomes of the middle class households, as a result of good performance of IT, Service and
Infrastructure sectors. More and more players are entering the retail business in India to introduce new
formats like malls, supermarkets, discount stores, department stores and even changing the traditional
looks of bookstores, chemist shops, and furnishing stores.
Organized retail formats prevalent globally
Malls
Supermarkets
Hypermarkets
Discount Stores
Department Stores
Specialty Stores
Internet Retailing
Convenience Stores
MBO
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Unorganized Retail Sector
The unorganized retail sector basically includes the local Kirana stores, hand cart, the
vendors on the pavement (sidewalk) etc. This sector constitutes about 95% of the total retail trade. As
70% of the employment is generated in Agriculture sector, hence this form of retailing is widely seen
in those areas and of course to some parts of the urban. There is a lot of hue and cry in the sector for
opening of sector for direct investment from the foreign players, but government cannot neglect the
interests of small players. One of main reason of not opening this sector to FDI is it may shrink the
employment in the unorganized sector and expand that in the organized.
The Evolution of retail in India
Traditional Established Emerging
Formats Formats Formats
Itinerant Salesman Kirana shops Exclusive retail outlets
Haats Convenience/Department stores Hypermarket
Melas PDS Malls/Multiplexes
Kiosks Pan/Beedi shops Specialty Malls
Post Office Fast food outlets etc.
India's Largest retail Chains:
1. PDS (Public Distribution System): 463,000
2. Post offices: 160,000
3. KVIC (Khadi & Village industries): 7,000
4. CSD (Canteen Stores Department) Stores:3,400
(Source business world marketing White book 2005)
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Current Scenario of Indian Retail Sector
The Indian retail market, which is the fifth largest retail destination globally, has been ranked the
2nd most attractive emerging market for investment after Vietnam in the retail sector by AT Kearneys
seventh annual Global Retail Development Index (GDRI), in 2008. The share of retail trade in the
countrys gross domestic product (GDP) was between 8-10% in 2007. It is currently 12%, and is likely
to reach 22% by 2010.
A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian consumer
market is likely to grow four times by 2025. Commercial real estate services company, CB Richard
Ellis' findings state that India's retail market is currently valued at US$ 511 billion
Indian retail on the fast-track
The Indian retail market is the fifth-largest retail destination globally. It is estimated to
grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and further US$ 637
billion by 2015. Indian retail showed a growth rate of 49.73% with a turnover of US$ 25.44
billion in 2007-08 as against US$ 16.99 billion in 2006-2007.
Retail contributes to 10 per cent of Indias Gross Domestic Product and provides
employment to 8 per cent of Indias working population.
Higher disposable incomes, easy availability of credit and high exposure to media and
brands has considerably increased the average propensity to consume over the years.
GRDI
India ranked first for the third consecutive year on the Global Retail Development Index 2007,
conducted by AT Kearney across 30 emerging economies. India is ranked as the most preferred
retail destination for international investors.GCCI
India ranked first for the fifth time on the Global Consumer Confidence Index June 2007,
conducted by The Nielsen Company. Indians were judged as the worlds most optimistic
consumers, with high financial confidence about their income for the next 12 months.
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The contribution of retail sector to GDP has been manifested below:
Country Retail Sector's share in GDP (in %)
India 10
USA 20
China 8
Brazil 6
The analysts foresee bright future of the retail sector. A huge number of shopping malls, nearly
100, have come up in the recent past, generating 20mn sq ft. retail space, extending more space of
about 12mn sq ft to it. Nearly 60 malls are on the verge of completion and may be operational by
the end of current financial year. A forecasted number of nearly 200 malls, in a move to make
additional 50mn sq ft of retail space, will be completed within the next two-years.
India retail industry is expanding itself most aggressively; as a result a great demand for real estate
is being created. Indian retailers preferred means of expansion is to expand to other regions and to
increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new
shopping centers. In the Indian retailing industry, food is the most dominating sector and is
growing at a rate of 9% annually. The branded food industry is trying to enter the India retailindustry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery
basket consists of non- branded items. The global retail giants like Wal-Mart, Spar International,
Tesco, K-Mart/SEARS, Carrefour, ZARA, FCUK, Carrefour Group and The Home Depot, NEXT,
Mother Care, lKEA, Trussardi, DKNY and many more have made plans to march in the Indian
market.
Companies like Spencers, Shoppers Stop, Trent, Reliance, Lifestyle, Pantaloons Tanishq,
Crossroads, Vishal and More already have planned to invest over Rs 5,000cr. Trent is on the edge
to take both its brands 'Star India Bazaar' and 'Westside' to new cities, meanwhile Shoppers' Stop
has recently geared up for expansion of present ones and to add 11 new stores including two
hypermarkets. Pantaloon has planned to add eight 'Big Bazaar' malls within the next 6 to 8 months
and also Spencer has geared up for opening 15 hypermarkets in near future.
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After partition, Reliance Industries Ltd (RIL) is substantially getting ready to enter in field
of retailing. RIL is poised to emerge as the single largest player in this sector. On the other hand,
Toscos, Wal-Marts or Safeway does ultimately enter in the country. So finally, Shoppers' Stops,
Westside, Pantaloons and West sides in coming years have will face stiff competition.
Major Indian Retailers:-
RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super,
Daily, Express & Fresh
Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, E-Zone etc. The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and
Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.
K Raheja Corp Group Formats: Shoppers Stop, Crossword, Hyper City, Inorbit
Lifestyle International- Lifestyle, Home Centre, Max, Fun City and International
Franchise brand stores.
Pyramid Retail-Formats: Pyramid Megastore, True-Mart
Nilgiris-Formats: Nilgiri's supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.
More-Formats: Supermarket chain and hypermarket chain
Vishal Retail Group-Formats: Vishal Mega Mart
BPCL-Formats: In & Out
Reliance Retail-Formats: Reliance Fresh
Reliance ADAG Retail-Format: Reliance World
German Metro Cash & Carry:- Wholesale
Shoprite Holdings-Formats: Shoprite Hypermarket
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International Retailers:-
The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti Enterprises to
enter Indian retail market.
Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary
Infiniti Retail's multi-brand consumer durables retail format, Croma.
The Walt Disney Company, consumer product retailing arm of global animation giant,
will soon add 135 new stores to its existing 15 stores.
World's leading coffee chain, Starbucks' enters India through a tie-up with the country's
leading multiplex operator PVR Limited.
Apple Inc has entered into an exclusive marketing and distribution deal with Reliance
Retail through "iStore by Reliance Digital".
Some of the international players that have already entered India include McDonald's,
Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony, Sharp,
Kodak, Medicine Shoppe among others.
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7. Company Profile
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Company Profile RPG Enterprise
Type: - Private Conglomerate
Founded: - Mumbai, India (1979)
Founder(s):- RP Goenka
Headquarters: - Mumbai, India
Key People: - RP Goenka (Chairman Emeritus)
Harsh Goenka (Chairman)
Sanjeev Goenka (Vice Chairman)
Industry: - Power, Retail, Tyres/Tires, Transmission,
Technology, Entertainment and other
Revenue: - US$3.25 billion
Employees: - 58000
Website: - www.rpggroup.com
RPG Enterprises:-
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RPG Enterprises, established in 1979 by RP Goenka, is one of Indias fastest growing
business groups with a turnover touching Turnover of Rs. 13,500 cr. and initially encompassed
Phillips Carbon Black, Asian Cables, Agarpara Jute and Murphy India. Currently, RP Goenka
retains the title of Chairman Emeritus, while the chairmanship and vice-chairman ship have been
assumed by his sons Harish and Sanjeev Goenka respectively.
The group has more than twenty companies managing diverse business interests in the areas of
Power, Tyre, Transmission,IT, Retail, Entertainment, Carbon Black, and Specialty.
The conglomerates major companies, subsidiaries and affiliates are..
Power
CESC
Noida Power Company Limited
Tyres / Tires
CEAT
CEAT Srilanka
Phillips Carbon Black
Harrisons Malayalam
Transmission
KEC International
RPG Transmission
Nitel
Technology
Zensar Technologies
RPG Cables
RPG Life Sciences
Raychem RPG
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Retail
Spencer's Retail
Music World
Books and Beyond
RPG Cellucom
Entertainment
Saregama
Other
Spencer's Travel Services
Spencer International Hotels
Wide-ranging businesses, growing returns and a reputation to reckon, makes working with RPG an
enriching experience. Where entrepreneurial skills are valued, excellence is the by-word, and
performance is a pre-requisite.
Management
The RPG Management Board is the backbone of the conglomerate. Its members are highlyqualified professionals, well experienced in their respective fields.
Values
RPGs business ethics promote higher levels of excellence. The groups values of
Customer Sovereignty, People Orientation, Innovation & Entrepreneurship, Transparency &
Integrity and Passion for Superior Performance, Anticipation, Speed and Flexibility propel it to
perform and excel in all spheres of the business.
Quality
For RPG quality determines success. Continuous process improvements are carried out to
ensure complete satisfaction of customer and market requirements.
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Beyond Business
RPG is a socially responsible organization; believing in giving back to the community what
it has gained from it. The group regularly contributes toward the welfare of various social
groups and is involved in promoting social activities in the field of sports and arts.
History of RPG Group
The history of RPG began in 1820 when Ramdutt Goenka, from a small town in Raja sthan, came
to Calcutta to do business with the British East India Company. The following milestones speak of
his enterprising efforts, and the subsequent growth of the RPG group.
By the 1900s the Goenkas establish themselves in diverse business sectors like banking,
textiles, jute and tea.
Sir Hariram Goenka and Sir Badridas Goenka are conferred knighthood by the British for
outstanding contribution to business and the community.
In 1933, Sir Badridas Goenka becomes the first Indian to be appointed Chairman of the
Imperial Bank of India (now the State Bank of India).
He is elected President of the Federation of Indian Chambers of Commerce and Industry
(FICCI) in 1945.
Keshav Prasad Goenka (son of Sir Badridas Goenka) continues the successful trait of
entrepreneurship.
In 1950 Goenkas acquire two British trading houses - Duncan Brothers and Octavius
Steel.
After successful acquisitions in the areas of tea, automobile, tyre, jute, cotton textile and
electric cables, Keshav Prasad Goenka retires in the 70s. His business is taken over by his
three sons.
One of the sons, Rama Prasad Goenka (better known as RP Goenka), starts RPG
Enterprises in 1979 with Phillips Carbon Black, Asian Cables, Agarpara Jute and Murphy
India.
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The 80s see further acquisitions by the RPG group, the first being CEAT Tyres of India in
1981. The group then went on to acquire KEC (1982); Searle India, now RPG Life
Sciences (1983); Dunlop (1984); HMV (1988); and finally CESC, Harrisons Malayalam,
Spencer & Co. and ICIM in 1989.
RP Goenkas sons Harsh (Chairman) and Sanjeev (Vice-Chairman) spearhead the groups
management from 1990.
RP Goenka currently oversees the groups affairs as Chairman Emeritus. Today, RPG
has more than twenty companies across eight business sectors, with a Turnover of Rs.
13,500 cr.
The group recorded a turnover of Rs 11,500 crore (equivalent to Rs. 115 billion) for fiscalyear 2007.
Management Board
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Spencer's Retail Ltd. (A RPG Enterprise)
RPG Enterprises is not only one of the biggest, but also of the most respected names in the
industry. A US $ 3.25 billion dollars business conglomerate, RPG is one of the powerhouses that
drive Indian industry. With more than twenty companies, it spans six business sectors - Power,
Tyres, Transmission, Technology, Retail and Entertainment. With such a diverse portfolio, RPG
Enterprises has had unrivalled success which speaks very highly of the efficiency and vision with
which the group is run. Over the years, RPG Enterprises has built a huge reservoir of trust and
goodwill among the people of India. We at Spencers are truly proud to be a part of the RPG
family.
About Spencers Retail Ltd.
Spencers Retail Limited, part of the Rs 13,500 crores RPG group, is one of Indias largest and
fastest growing multi-format retailer with 350 stores, including 35 large format stores across 60cities in India. Spencers focuses on verticals like food and grocery, fruit and vegetables, electrical
and electronics, home and office essentials, garments and fashion accessories, toys, food and
personal care, music and books. Established in 1996, Spencers has become a popular destination
for shoppers in India with hypermarkets and convenient stores catering to various shopping needs
of its large consumer base. We are proud today of our 350 stores across 60 cities covering a retail
trading area of 1.3 million square feet and an astonishing 4.5 million customers a month. Spencers
is one of the earliest entrants into the retail space and literally introduced the Indian consumer to
the concept of organized retailing. In fact, the first ever hyper store in India was launched by
Spencers at Hyderabad in the year 2001. The journey onwards has been one of the most
aggressive of all the retail players in India. The company started its operations way back in the
early 90s in the south and over the last one year-and-a-half, it has ramped up operations to about
350 stores across 60 cities in India. Spencers is on a high growth path.
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Operations
Spencers has retail footage of over 6 million square feet and over 350 Spencers stores in 60
cities. The company operates through the following formats:
The Spencer's hyper stores are destination stores, of more than 15,000 sq. ft in size. They
offer everything under one roof. The merchandise ranges from fruits & vegetables,
processed foods (Ready to Eat, Ready to Cook, FMCG products),specialty foods including
international, sugar free, organic foods, etc..groceries, meat, chicken, fish, bakery,
chilled and frozen foods, garments, consumer electronics & electrical products, home care,
home dcor & home needs, office stationeries, soft toys. Besides, the stores also comprise
book & music retailing, electronic gadgets and IT accessories. On an average, a Spencers
hyper stocks 70,000 SKUs across 35,000 items.
The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft.
These stores stock the necessary range and assortment in fruit and vegetables, FMCG food
and non-food, staples and frozen foods and cater to the daily and weekly top-up shopping
needs of the consumer. Some of these stores which have floor area of more than 10,000 sq
ft sometimes offer home care products; personal care products, bakery, chilled and frozen
food; baby care, basics in garments and limited range of electronics and electrical.
Important Point:-
Fastest growing retail stores with multiple formats and retailing food, apparel, fashion,
electronics, lifestyle products, music and books.
Established in 1996 and headquarter is in Chennai.
Retail footage of over 6 million square feet and over 350 Spencers stores in 60 cities.
Spencers Retail has a loyalty program. They offer a co-branded credit card with HSBC bank
(HSBC Spencer's Retail Credit Card).
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Spencer's Retail Limited, one of India's largest food first multi-format retailer, has been
awarded the Coca Cola Golden Spoon "Most Admired Food & Grocery Retailer for
Convenience and Express formats" Award at the Food Forum of India, 2009 held in Mumbai
and this is the third award that the organization has received, three years in a row. Spencers
was awarded the Turnaround Retailer of the year 2006 at the India Retailers Forum, 2007 in
Mumbai. And Most Evolved Retailer of the year 2007 at the India Retail Forum, 2008.
With an immense amount of expertise and credibility, Spencers Retail has become the highest
benchmark for the Indian retail Industry. In fact, the companys continuing expansion plans
aim to help Spencers Retail meet the challenges of the retail industry in an even better manner
than it does today.
New Ventures
Spencers retail has announced a tie-up with British retailer Woolworths Plc for exclusively
selling its famous toy brand Chad Valley through its outlets.
Besides the Chad Valley range of toys (available at prices Rs. 49 upwards), Woolworths is
also planning to introduce the Ladybird range of kids wear.
Vision
To build Spencers as the most professionally managed retail business in the country through:-
Excellence in all operating processes;
Nurturing and facilitating a learning and growth culture;
Building a unique retail experience for the customers;
Mission
Strives to exceed the aspirations of its customers for a healthy and fulfilling lifestyle by providing:-
The most innovative consumer goods and delectable taste experience.
The ultimate shopping experience.
Unsurpassed customer service.
Unbeatable value
The next place away from home or office to relax and indulge themselves.
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Major Future Plan
It will be going in for public issue within the next 12 months to raise capital for expansion.
The company plans to focus on the larger format stores in the identified growth clusters
with higher market potential value and stronger brand equity for Spencer's. These clusters
are Bangalore, Hyderabad, Coastal Andhra Pradesh, Chennai, Delhi NCR, East UP, Pune,
Mumbai, South Kerala, Aurangabad, Punjab and Kolkata.
The company will be investing Rs. 10 billion over the next 3 years using both internal
source and an IPO.
The company has already reserved 1 million square feet of space all over the country and
will be creating close to 10,000 jobs in its different formats.
Spencers Retail currently employees 4,500 people and has 6 million square feet of space.
In every financial year, Spencers is increasing its stores from 150 to 250 with a target of
expanding by 400 more in the next two years.
The company had last year announced a Rs 1,500 investment plan to expand its business
across the country.
Spencers was the first to introduce the concept of music retailing with " Music World"
chain of stores, followed by "Books and Beyond"[Retail chain of Book Stores] and "RPG
Cellucom"[Retail Chain of Mobile Stores]. They are planning to setup 1,500 cellcoms and
400 Music Stores by 2010.
Spencers has announced that it will very soon launch CRT TVs under the brand name
Yashika. Spencers is all set to enter the standalone Lifestyle Retailing segment by opening
American Lifestyle Brand stores in India - Beverly Hills Polo Club [BHPC]. The company
plans to setup five BHPC stores all in the Delhi NCR region and then move to other
metros.
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Formats of Spencers Outlets
Spencers has retail footage of over 2 million square feet and over 350 Spencers stores in
60 cities.
The company operates through the following formats:-
Spencers Hyper:- A fast growing retail network of hypermarkets with large format stores
in Hyderabad, Mumbai, Gurgaon, Ghaziabad, Lucknow, Calicut, Vizag, Vijayawada,
Aurangabad, Durgapur, Kolkata, Gorakhpur and Warangal.
Spencers super: - One of the largest supermarket chains in the food and grocery segment
in India.
Spencers Daily: - Small format stores conveniently located with a range of products to
meet daily household needs.
Spencers Express: - Food and grocery store next door.
Spencers Fresh: - Spencers Fresh stores provide with an enjoyable convenient shopping
environment in very own neighborhood.
Spencers Hyper:-
The Spencers Hypermarkets are huge destination stores, more than 25,000 square feet in
trading area. Shoppers come here looking for fantastic deals across all categories.
Hypermarkets ensure a comfortable, clean, bright and functional ambience to shop along
with the convenience of finding everything under one roof at the best value for money.
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Spencers Super:-
One of the largest supermarket chains in the food and grocery segment in India.
The Spencers Super is the place to go for weekly and monthly shopping.
About 8000-15,000 square feet in size, the Spencers Super not only caters to the daily
needs but also stocks Home care products, Personal care products, Bakery, Chilled and
frozen food, Baby care besides groceries and staples, Fresh fruits and vegetables and
many more............
Spencers Express:-
Spencers express positioned as the food and grocery store next door.
These stores are around 1000 square feet in size. They are open from 7 am to 9 pm and
also provide with home delivery.
The Express store stockdairy products, fruits and vegetable, bread and bread
products, cut vegetables/ready to cook, fruit juices, fresh butter, fresh coffee/tea, fresh
masalas, fresh pickles, fresh ghee, fresh fish and meat.
Spencers Daily:-
Small format stores conveniently located with a range of product to meet daily household
needs.
The Spencers daily store is a friendly neighborhood store, which caters to the entire
daily shopping need from regular groceries to fresh food and also weekly top-up
shopping.
About 4000-7000 sq ft in size and with a bright and friendly atmosphere, Spencers Daily
saves the hassle of bargaining with the local Kirana shop owners because it offers the
lowest possible prices.
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Spencers Fresh:-
Spencers Fresh stores provide with an enjoyable convenient shopping environment in very own
neighborhood. These 2000 square feet air-conditioned stores are well stocked with fresh food of
the very best quality, such as fresh farm produce, vegetables, fruits, milk, eggs, breads and
much more. With an impressive range and a clean, bright and hygienic ambience, Spencers Fresh
is far better than the regular sabzi mandis or local vegetable markets and at Spencers Fresh
consumers not only do get fresh, clean and tasty farm produce but also lowest possible prices in the
locality, yes even lower than sabziwala!
Snapshot:-
Different formats of Spencers Retail
Format Stocks Min. Trading Area (sq.ft.)
Spencers Express Dairy products, fruits,
vegetables, bread and bread
products, fruit juices, fresh
butter, coffee/tea, masalas,
pickles, ghee, fresh fish and
meats.
1000
Spencers Fresh Vegetables, fruits, milk, eggs,
breads and daily use items.
2000
Spencers Daily Regular groceries and daily use
products.
4000-7000
Spencers Super Home care products, personal
care products, bakery, chilled
and fresh food, baby care
products and daily use items.
8000-10,000
Spencers Hyper Miscellaneous and many more More than 25,000
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8. Introduction to MarketPotential and Catchment
Analysis
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Market Potential
Market Potential:-
Market Potential is the total amount of a product/service that customers will purchase within a
specified period of time at a specific level of industry wide marketing activity or estimated
maximum total sales revenue of all suppliers of a product in a market during certain period of time.
This is an important aspect of marketing since one has to do market research related to his industry
product which can be business to consumer or business to business. Market potential is basically
carried out to know the strength in the industry also to allocate the target to the sales force based on
optimum market research which normally includes the customers requirement and their expansionplans, investment etc. With optimum information a company can know amount of investment for a
product, also for a particular area.
Total Market Demand:-
The total market demand for a product or service is the total volume that would be bought by a
defined consumer group in a defined geographic area in a defined time period in a defined
marketing environment under a defined level and mix of industry marketing effort. Total market
demand is not a fixed number but a function of the stated conditions.
Market demand in the specific period
Market potential
Market forecast
Market minimum
Planned expenditure
Industry marketing expenditures
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Market demand as a function of Industry marketing expenditures
Fig (1): Market Demand
Figure (1) shows the relationship between total market demand and various market conditions. In
this figure, upper limit of market demand is called Market Potential.
Companies have developed various practical methods for estimating total market demand.
A common method to estimate total market demand is as follows:-
Q = n q p
Where Q = total market demand
n = number of possible buyers in the market
q = quantity purchased by an average buyer per year
p = price of an avg. unit
Benefits of Market Potential Analysis:-
Understand market potential for a single store, network of stores or a new market.
Deploy resources effectively by ranking markets in priority order.
Forecast total opportunity in terms of number of customers and revenue potential.
Estimate your market share.
A market potential analysis may include:
A customer profile to understand where to find more like them
Market penetration and market share reports showing performance in existing markets and
expected performance in new markets
Market ranking reports allowing you to prioritize resource deployment into new markets
A geographic view of market opportunity on detailed maps
Market potential can be expressed as a function of:
The number of customers purchasing
Amount purchased
Frequency of purchase
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In other words, market potential = (how many * how much* how often)
Bottom Up or Top Down Market Analysis:-
A Bottom Up approach to market sizing starts with a company customers. How much and
often do they buy? What is their profile? How many potential customers do you have in the
market based on your customer profiles? How can you reach them?
A Top Down approach starts with market and industry data. It takes a close look at a
geographic market area and profiles the consumers and/or businesses to let you know their
propensity to buy your products and services.
Estimating the market or market potential for a new business or business expansion is critical in
determining the economic feasibility of a venture. But market potential is very essential for the
company and by knowing market potential a company can make its position in the market by
finding how many players are there in that sector.
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CATCHMENT ANALYSIS
Introduction about Dr. A.S. Rao Nagar, Hyderabad:-
Dr. A.S. Rao Nagar is developing area of Hyderabad and it consists of all class of family. In his
area 5.4% families belong to Socio Economy Class (SEC) A+, 38.6% families belong to SEC A,
52% families belong to SEC B and 4% families belong to SEC C. All this result has been found
with the help of Area Mapping technique and catchment analysis, all these data are approximate.
By all these data we can find that this area is having good market opportunities retail Supermarket.
If a company doesnt know who its shoppers are, how can company give them what they
want? If company doesnt know where they come from, how can company communicate
with them? Finding answers to these questions is vital but catchment analysis is very
helpful in that.
A company or retail store will be able to optimize its activities if and only if company
knows its market in depth. Its market penetration, its success and its potential depend on
geographical factors, hard to grasp, hard to fully understand, but catchment analysis is very
helpful.
In the catchment analysis, first part is the area mapping of that local market and through
that finds the locations of the competitors, customers and traffic between them. Through
that we quantify the sizes and potentials of that local catchment areas and market of that
area as whole.
With the help of catchment analysis, company knows the best location for business, target
and potential customers
Type of catchment area
There are four type of catchment that is following
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Unitary Catchment
It is hub of the catchment area around the outlet, from where maximum number of people
comes to the retail stores for shopping.
Secondary Catchment
This area is called secondary catchment area which is around 2 km far away retail stores
from where some people come to the shop for shopping.
Tertiary Catchment
The area from where only some selected or loyal customers come to the retail stores that is
more than 2 km far from outlet.
Outer Catchment
Outer catchment area is totally outer area from where only less no. of person sometimes
comes to the outlet,
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9. Data Analysis andInterpretation
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Data Analysis and Interpretation
Research in retail is very essential, as customer preferences and choices are dynamic and change
frequently, the retail company needs to understand these before redesigning its processes for
enhancing business and many more. Since customer interaction takes place at the store and near
store, there is a big opportunity to gather first hand information and feedback from customers
through research and survey. Research is carried out at the retail level for concept testing, business
feasibility analysis, identification of the right product mix, target customer and market potential.
The major objectives ofanalysis of data are:-
To evaluate and enhance data quality
Describe the study population and its relationship
Examine effects of other relevant factors
Seek further insight into the relationship observed or not observed
Evaluate impact and importance
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Target Customers- Age Wise:-This Table reveals about age group of customers at Dr. A.S. Rao Nagar, Hyderabad.
Table-1
Age Group of Respondents
Age Group No. of Respondents % of Respondents
18-25 134 33.526-35 152 38
36-45 56 14
46-55 27 6.7556+ 31 7.75
Pie Chart: 1
Source: Primary Data
Inference:
From the Table-1 and Pie chart-1 depicted above,
Out of 400 respondents who answerd the questionnaire, 33.5% people fall in the age group 18-25
years, 38% people fall in the age group 26-35 years,14% people fall in the age group 36-45 years,
6.75% people fall in the age group 46-55 years and 7.75% people fall in the age group 56+ years.
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From the above analysis, it is observed that majority of the residents fall in the age group 18-25
and 26-35
No. of family members of the Respondents
This table explains about No. of family members in a family of Dr. A.S. Rao Nagar, Hyderabad.
Table-2
No. of Family and Family Member's of RespondentMember's of family No. of Family % of Family
1 2 0.52 20 53 42 10.54 123 30.755 138 34.5
6 54 13.57 15 3.75
8 4 19 1 0.2511 1 0.25
Column Chart-2
Source: Primary Data
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Inference:
From the Table-2, Column chart-2 depicted above,
Out of 400 respondents who answerd the questionnaire, 34.5 people belong to 5 members family,
33.75% people belong to 4 members family, 13.5% people belong to 6 members family, 10.5%
people belong to 3 members family, 5% people belong to 2 members family, 1% people belong
to 8 members family.
Target Customer- Education Wise
This table explains about education level of customers of Dr. A.S. Rao Nagar.
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Table-3
Education Level of RespondentsEducation Level No. of Respondents % of Respondents
S.S.C. 7 1.75
Inter 28 7Graduate 215 53.75
Post Graduate 138 34.5Others 12 3
Pie Chart-3
Source: Primary Data
Inference:
From the table, pie chart depicted above,
Out of 400 respondents who answered the questionnaire, 1.75% people belong to S.S.C. category
education level, 7% people belong to Inter category education level, 53.75% people to Graduate
category education level, 34.5% people belong to Post Graduate category education level and 3%
people belong to others category education level.
Occupation of Respondents
This table describes the occupation of respondents who gave the answer of questionnaire and explain
class of customers of Dr. A.S. Rao Nagar, Hyderabad.
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Table-4
Occupation of Respondents
Occupations No. of Respondents
% of
Respondents
Student 73 18.25House Wife 27 6.75
Service 172 43
Business 87 21.75Others 41 10.25
Pie Chart-4
Source: Primary Data
Inference:
From the table, pie chart depicted above,
On this basis of 400 respondents who answered the questionnaire, 43% people belong to Service
category, 21.75% people belong to Business category, 18.25% belong to Student category, 6.75%
people belong to House Wife category and 10.25% people belong to Others category.
Monthly Income of RespondentsThis table states about the monthly income level of Respondents who gave the answer of this
survey questionnaire and belong to Dr. A.S. Rao Nagar, Hyderabad & so taken by me as a sample
of the entire population for the analysis.
Table-5
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Monthly Income of RespondentsMonthly Income No. of Respondents % of Respondents
< 5k 68 17%5k-10k 78 19.5%
10k-20k 149 37.25%
> 20k 105 26.25%
Pie Chart- 5
Source: - Primary Data
Inference:
From the Table-5, Pie Chart-5 depicted above,
Out of 400 respondents who answered the questionnaire, 17% people belong less than 5000
monthly income category, 19.5% people belong to 5000-10,000 monthly income category, 37.25%
people belong 10,000-20,000 monthly income category and 26% people belong to more than
20,000 monthly income category.
Regular shopping place of Respondents
This question reveals about preference of Respondents regarding retail stores where they shop
regularly.
Table-6
Regular Shopping Place of Respondents
Shopping Place No. of Respondents % of Respondents
Supermarket's 284 71Kirana Stores 45 11.25
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Others 5 1.25Supermarket's & Kirana
Stores 66 16.5
Pie Chart-6
Source:- Primary Data
Inference:- From the Table-6, Pie Chart-6 depicted above,
Out of 400 respondents who answered the questionnaire, 71% people go to Supermarkets
for shopping, 16.50% people shop at Supermarkets and Kirana Stores, 11.25% people
shop at Kirana Stores and 1.25% people shop at others.
Shopping place of Respondents is Spencers or not
This question tells about respondents shop at Spencers or not and also it tells about brand
awareness of Spencers in market.
Table-6
No. of Respondents who visit Spencer's for shopping
No. of Respondents Shop at Spencer's % of Respondents
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203 Yes 50.75%
197 No 49.25%
Bar Chart-6
Source:- Primary Data
Inference:-
From the Table-6, Bar Chart-6 depicted above,
Out of 400 respondents who answered the questionnaire, 50.75% people go to Spencersfor shopping but not regularly. By this question it reveals that brand awareness of
Spencers in Dr. A.S. Rao Nagar is nice.
49.25% people do not go Spencers.
No. of times in a week shopping at Spencers by the Respondents
This table explains about frequency of shopping in a week by the respondents in a week.
Table-7
Shopping at Spencer's in a week by RespondentsNo. of times in a week No. of Respondents % of Respondents
1 76 19
2 98 24.5
3 20 5
4 8 2
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20 1 0.25
203 50.75
Column Chart-7
Source:- Primary Data
Inference:-
From the table, column chart depicted above,
On the basis of 400 respondents who answered the questionnaire, 19% people go to
Spencers for shopping once in a week, 24.5% people shop at Spencers twice in a week.
5% people shop at Spencers thrice in a week and 2.25% people shop at Spencers 4times
in a week.
Perception of Customers about visiting to supermarket
This table reveals the opinion of customers for visiting a Supermarket. It means the convenience of
the customer to visit a supermarket based on the different factors like better price, accessibility,
availability of variety of products, parking facility, store ambience (it determined by store layout,
soothing music, tempting visual display of the products with self selection facility, etc.), customer
service, range of items, product quality, value for money, offers and discounts, after sales service.
Table-8
Perception of customers for visiting Supermarket
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Outlook
% of
Very
Poor
Respons
e
% of Poor
Response
% of
Avg.
Respons
e
% of
Good
Respons
e
% of VG
Respon
se
% of No
Respon
seBetter
Price 0% 4% 28.50% 44.75% 12% 10.75%Good
Quality of
Products 0% 0.25% 5.5% 46.75% 36.75% 10.75%Variety of
Product to
choose 0.5% 3.75% 37.25% 35% 12.75% 10.75%
Parking
Facilities 0.75% 5.75% 43.25% 33% 6% 11.25%Convenienc
e or
Opening
Hours 0% 1.25% 3% 57% 28% 10.75Product
Knowledge
of
Employee 1% 1.5% 22.5% 57% 7.25% 10.75%Store
Comfortabl
e to shop-
in 0% 0.5% 6.5% 43.5% 38.75% 10.75%
For Better Price
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Column Chart-8
Source:- Primary Data
Inference:-
From the Table-8, Column Chart-8 depicted above,
Out of 400 respondents who answered the questionnaire, 44.75% said good about pricing
of products, 28.5% said average, 12% said very good and none said very poor regarding
Better Price in reasons for visiting a Supermarket.
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Column Chart-9
Source:- Primary Data
Inference:-
From the Table-8, Column Chart-9 depicted above,
Out of 400 respondents who answered the questionnaire, 46.75% said good about quality of
products, 5.5% said average, 36.75% said very good and none said very poor regarding
Good Quality of Products in reasons for visiting a Supermarket.
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Column Chart-10
Source:- Primary Data
Inference:-
From the Table, Column Chart-10 depicted above,
Out of 400 respondents who answered the questionnaire, 35% said good about availability
of variety of products, 37.25% said average, 12.75% said very good and none said very
poor regarding Variety of Products to choose in reasons for visiting a Supermarket.
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Column Chart-11
Source:- Primary Data
Inference:-
From the Table, Column Chart-11 depicted above, Out of 400 respondents who answered the questionnaire, Out of 400 respondents who
answered the questionnaire, 33% said good about parking facilities, 43.25% said average,
6% said very good and 0.75% said very poor regarding Parking Facilities in reasons for
visiting a Supermarket.
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Column Chart-12
Source:- Primary Data
Inference:-
From the Table, Column Chart-12 depicted above,
Out of 400 respondents who answered the questionnaire, 57% said good about convenience
or opening hours, 3% said average, 28% said very good and none said very poor regarding
Convenience or Opening Hours in reasons for visiting a Supermarket.
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Column Chart-13
Source:- Primary Data
Inference:-From the Table, Column Chart-13 depicted above,
Out of 400 respondents who answered the questionnaire, 57% said good about products
knowledge of employee, 22.5% said average, 7.25% said very good and 1% said very poor
regarding Convenience/Opening Hours in reasons for visiting a Supermarket.
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Column Chart-14
Source:- Primary Data
Inference:-
Out of 400 respondents who answered the questionnaire, 43.5% said good about Store
comfortable to shop-in (ambience), 6.5% said average, 38.75% said very good and none
said very poor regarding Store Comfortable to Shop-in (Ambience) in reasons for visiting a
Supermarket.
Hence from above analysis, customers show the maximum view on following things in the reasons
for visiting a supermarket product knowkedge of employee (57%), Convenience/Opening Hours
(57%),Good quality of Products (46.75), Better Price (44.75%), Store comfortable to shop-in
( 43.50%), Parking Facilities (43.25%) and Variety of products to choose (37.25%).
Respondents View in selecting a Supermarket
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This question tells about important things for a Supermarket on the basis of customers view.
Table-9
Important things in selecting a Supermarket in Respondents view (in %)
Outlook
Not all
Imp.
Somewh
at Un
Imp. Neutral
Somewha
t Imp.
Extremel
y Imp
No
Respo
nse
Security 1.50% 5.50% 13% 28.50% 41.75% 9.75%
Close to
where You
live 1.75% 2% 16% 20% 50.50% 9.75%
Convenienc
e of
Parking 0% 0.75% 5.75% 57.75% 26% 9.75%
Courteous
Friendly
Employee 0% 0% 5% 20.25% 65% 9.75%
Offers
Several
brands 2.50% 1% 4.50% 29.75% 52.50% 9.75%High
quality
Fruits &
Vegetables 0.50% 0.50% 5% 11.75% 72.50% 9.75%
Diff.
Variety of
Dairy
product 8.75% 1% 5% 32% 43.50% 9.75%
Non Veg. &
Sea food 6% 12.75% 10.50% 52.25% 8.25%
10.25
%
Home
Delivery 0.50% 1.25% 4.25% 42.25% 42% 9.75%
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Column Chart-15
Source:- Primary Data
Inference:-
From the Column Chart-15 depicted above,
Out of 400 respondents who answered the questionnaire, 41.75% respondents give their
view regarding Security as extremely important, 28.50% respondents somewhat important,
13% respondents neutral and 5.50% respondents somewhat important during selecting a
Supermarket.
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Column Chart-16
Source:- Primary Data
Inference:-
From the Column Chart-16 depicted above,
Out of 400 respondents who answered the questionnaire, 50.50% respondents give their
view regarding Close to where you live as extremely important, 20% respondents
somewhat important, 16% respondents neutral during selecting a Supermarket.
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Column Chart-17
Source:- Primary Data
Inference:-
From the Column Chart-16 depicted above,
Out of 400 respondents who answered the questionnaire, 57.75% respondents give their
view regarding Convenience of Parking somewhat important, 26% respondents extremely
important, 5.57% respondents neutral during selecting a Supermarket.
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Column Chart-18
Source:- Primary Data
Inference:-
From the Column Chart-17 depicted above,
Out of 400 respondents who answered the questionnaire, 65% respondents give their view
regarding Courteous friendly employees as extremely important, 20.25% respondents
somewhat important, 5% respondents neutral during selecting a Supermarket.
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Column Chart-19
Source:- Primary Data
Inference:-
From the Column Chart-18 depicted above,
Out of 400 respondents who answered the questionnaire, 52.5% respondents give their
view regarding Offers several brands as extremely important, 29.75% respondents
somewhat important and 4.5% respondents neutral.
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Column Chart-20
Source:- Primary Data
Inference:-
From the Column Chart-19 depicted above,
Out of 400 respondents who answered the questionnaire, 72.50% respondents give their
view regarding High quality fruits and vegetable as extremely important, 11.75%
respondents somewhat important, 5% respondents neutral and 9.75% respondents No
Response during selecting a Supermarket.
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Column Chart-21
Source:- Primary Data
Inference:-
From the Column Chart-20 depicted above,
Out of 400 respondents who answered the questionnaire, 43.50% respondents give their
view regarding Offers different of dairy products as extremely important, 32% respondents
somewhat important, 5% respondents neutral and 9.75% respondents No Response during
selecting a Supermarket.
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Column Chart-22
Source:- Primary Data
Inference:-
From the Column Chart-21 depicted above,
Out of 400 respondents who answered the questionnaire, 52.25% respondents give their
view regarding Sells fresh Non-Veg. & Sea food as somewhat important, 12.75%
respondents 12.75 somewhat Un important, 10.50% respondents Neutral, 10.25%
respondents No Response during selecting a Supermarket.
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Column Chart-23
Source:- Primary Data
Inference:-
From the Column Chart-22 depicted above,
Out of 400 respondents who answered the questionnaire, 42.20% respondents give their
view regarding Home Delivery as somewhat important, 42% respondents extremely
important and 9.75% respondents No Response during selecting a Supermarket.
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Customers Expectation with respect to Services
This table tells about what kinds of services, customers expect from Spencers and other
Supermarket
Table-10
Kind of Services customers expect
Services Important Not Important No Response
Fast Billing 90.25% 4.50% 5.25%
Ticket Booking
Counter's 24.50% 69.25% 6.25%
Ample Parking 70.25% 24.25% 5.50%
Home Delivery 79.50% 15.25% 5.25%
All C. & D. cards
Should accept 92.50% 2% 5.50%
Column Chart-24
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Source:- Primary Data
Inference:-
From the Table-10, Column Chart-23 depicted above,
Out of 400 respondents who answered the questionnaire, 90.25% respondents give their
view regarding Fast Billing as important, 69.25% respondents give their view regarding
Ticket Booking Count
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