Sunteți pe pagina 1din 8


O r g a n i z e d Re t a i l S e c t o r i n I n d i a w i t h t h e special reference to Big Bazar

Submitted for the permission of pursuing research project report (mba-043) Under the guidance of Raj Kumar Mishra

Submitted By Vinay Srivastava

Department of Management GITM Lucknow 2012-2013

INTRODUCTION Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family or household use. It is the final stage in a channel of distribution, which comprises all of the businesses and people involved in the physical movement and transfer of ownership of goods and services from producer to consumer. Retailing involves Interpreting needs of the consumers Developing good assortments of merchandise Presenting them in an effective manner so that consumers find it easy and attractive to buy. Retailing differs from marketing in the sense that it refers to only those activities, which are related to marketing goods and/or services to final consumers for personal, family or household use. Whereas marketing, according to American Marketing Association, refers to the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Organizational buyers purchase in order to perform a task or sell a product effectively, efficiently and at a profit. They could be industrial buyers or intermediary buyers. Industrial buyers are those who purchase goods and services to be used in or to aid manufacturing process. Intermediary buyers are those (i.e. wholesalers and retailers) who buy merchandise for resale. Retailers include street vendors, local supermarkets,

department stores, restaurants, hotels. barbershops, airlines and even bike and car showrooms. Still retailing may or may not involve the use of a physical location. Mail and telephone orders, direct selling to consumers in their homes and offices and vending machines - all fall within the purview of retailing. In addition to it, retailing mayor may not involve a retailer. Manufacturers, importers, non-profit firms and wholesalers are acting as retailers when they sell goods and/or services to final consumers. Whatever the form of retailing, a retail marketing strategy defines the execution of the marketing process and facilitation of customer satisfaction. This retail marketing strategy involves selecting a retail target market (i.e. the carefully/exactly identified group of final consumers that a retailer seeks to satisfy) and then implementing the corresponding retail marketing mix (i.e. a combination of product. price, promotion and distribution strategies that will satisfy the retail target market). The elements of the marketing mix encompass the facets shown in the table below. The table depicts consumer service as the crux of the whole activity.


The objective of the study is:1. To identify change in the behavior that is preference of the small retail store (Unorganized retail) over the supermarket (Organized retail) or vice-versa. 2. To identify the retailers point of view regarding change in sales volume. 3. Finally to relate the above findings so as to get a comprehensive picture of where the small retail store is today and where it is headed.

RESEARCH METHODOLOGY The word research methodology comes from the word "advance learners dictionary" meaning of research as a careful

investigation or inquiry specially through search for new facts in any branch of knowledge for example some authors have defined research methodology as systematized effort to gain new knowledge.

This chapter describes the methodology of the study. This project is based on information collected from primary sources. After the detailed study, an attempt has been made to present comprehensive analysis of four major organised retailers. The data had been used to cover various aspects like inter-departmental customer flows, revenue per customer and value of the stock in the various departments. In collecting requisite data and information regarding the topic selected, we went to the Vishal Mega Mart, Life Style, and Big Bazaar of Lucknow collected the data.

Research design: The study is based on descriptive research design because the data were collected to reveal accurate descriptions of variables related to the decisions being faced, without demonstrating that some relationship exists between variables. For the purpose of present study a related sample of stores were selected on the basis of convenience.

Research Instrument: This work is carried out through self-administered questionnaires. The questions included were close ended with Ordinal-polytomous response scale. Data Collection: The data, which is collected for the purpose of study, is divided into 2 bases: Primary Source: The primary data comprises information survey of A research project on Organized Retail Industry. The data has been collected directly from respondent with the help of structured questionnaires.

Secondary Source: The secondary data was collected from internet and references from Library and various journals on retail industry. Data Analysis: The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique that we have used is bar graphs, pie charts, with MS-EXCEL and SPSS.

TENTATIVE PLAN OF CHAPTERS Introduction: About the Organization Objectives Research Methodology Data analysis and interpretation Findings

Suggestion Conclusion Bibliography

For the successful completion of the project work, the project work the following were the books, journals, websites that were consulted & taken help of:Marketing management- Eleventh edition:- Phillip Kotler Ron Husty, James Reardan- Retail management Berny Berman, Joal R.Evans- Retail Management

JOURNALS:Business today Business world India today

NEWSPAPER:Times of India Economic Times