"Study The Consumer Attitude Toward Yhe Retai Chains With Reference TO (

A Pro ject Report
On
“STUDY THE CONSUMER ATTITUDE TOWARD YHE
RETAI CHAINS ( B IG B AZAA R, PANTA LOONS, SHOPPER’S
STOP, V ISHAL M E G A M A R T , W E S T SID E ) WITH REFERENCE
TO ( PRICE, DISCOUNT, LOCATION,
A MB IENCE&QUA LITY)”
Submitted in the partial fulfillment of

Master’s in Business Administration (MBA)
(Batch 2016-18)
Submitted by
Name : SHRADHA KHANDELWAL

Roll No:
Brij Mohan Institute of Management & Technology

Khalikpur, Distt. Jhajjar (Near Farukhnagar, Gurugram)– 124103
Brij Mohan Institute of Management &
Technology
Approved by AICTE, Ministry of HRD, Govt. of India
Affiliated to Maharishi Dayanand University (MDU), Rohtak
Khalikpur, Distt. Jhajjar (Near Farrukhnagar , Gurugram)
Haryana
Ph. 0124-4057653, 322500, 09717098915, 09927025045
Fax: 011-66173969
E-mail: info@bimt.edu.in Website: www.bimt.edu.in
Ref. No. BIMT/2018 Date

____________
DECLARATION
I, Shradha Khandelwal Roll No. _____________ of MBA (2016-18) of the

Brij Mohan Institute of Management & Technology, Khalikpur
Distt. Jhajjar (near Farukh Nagar,Gurugram) hereby declare that the
Project entitled “_S T UD Y T H E C O N SU M E R A T T IT UD E T O W A R D
Y H E R E T A I C H A IN S ( B I G B A Z A A R , P A N T A L O O N S , S H O P P E R ’ S S T O P ,
V I S H A L M E G A M A R T , W E S T S I D E ) W IT H R E F E R E N C E T O ( P R I C E ,
DISCOUNT, LOCATION, AMBIENCE&QUALITY “
is an original work and the same has not been submitted to any other Institute
for the award of any other degree. The interim report was presented to the
Supervisor on Mrs. Priyanka Singhal and the pre-submission presentation was
made on ___________. The feasible suggestions have been duly incorpated in
consultation with the Supervisor.
Countersigned
Signature of the Supervisor Signature of the Candidate

Forwarded byDirector/Principal of the Institute
ACKNOWLEDGEMENTS
I express my sincere gratitude to Dr. Sridhar Panda, Director for the valuable guidance,
support, encouragement & motivation rendered by him throughout this project.
I express my sincere thanks to Mrs. Priyanka Singhal, Project guide for enormous support
& advice throughout the entire project period.
I express my sincere gratitude to the Almighty for her blessings showered on me.
I also want to thank my parents, the company management & staff & or other faculty of our
department, for their generosity & support throughout my work.
Shradha Khandelwal
EXECUTIVE SUMMARY
India is undergoing a retail revolution from the unorganized to the organized sector. There
are now more modern retail formats such as hypermarkets, supermarkets and malls. Several
international companies such as Wal-Mart, Carrefour, and Tesco are planning their entry and
establishment into the Indian market while several domestic companies are setting up their
retail setups, exclusive showrooms and large format stores such as Reliance, Tata and the
whole concept of shopping has altered in terms of format and consumer buying behavior,
ushering in a revolution in shopping in India.
These trends indicate that retailing, as an industry, has come into its own. According to a
study by the Confederation of Indian Industry organized retail sales in India were a mere Rs.
135 billion in 2012 but today with over 15 million outlets, that provide employment to over
74 million people (7% of the population), the size of the retail industry stands at USD 350
billion and it is expected to grow at a compounded 30% over the next 5 years.
Retailing is an important infrastructure perquisite for modernizing India and can facilitate
rapid economic growth. Modernization of all retail services would enable efficient delivery of
goods and value-added services to the consumer, making a higher contribution to the Gross
Domestic Product.
This project focuses on taking an in-depth analysis of retail scenario & consumer trends as
they are emerging and identify the various retailing models that would work, in the Indian
retail market. The analysis is done by looking at Global retail trends vis-à-vis the ones in
India, the current state of the Indian retail industry, industry characteristics and Economic
drivers of change, to understand the consumer buying behavior and what it foretells about the
nature of the Industry. To predict the kind of retail models that would work in India, besides
analyzing the existing ones, the attempt has been to predict potentially promising formats.
The Indian retail industry is now beginning to evolve in the line with the transformation that
has swept other large economies. It witnesses tremendous growth with the changing
demographics and an improvement in the quality of life of urban people. The growing
affluence of India‘s consuming class, the emergence of the new breed of entrepreneurs and a
I
shopkeeper to customer interaction, has taken many forms and dimensions, from the
traditional retail outlet and street
local market shops to upscale multi brand outlets, especially stores or departmental stores.
Though at this moment, it is still premature to say that the Indian retail market will replicate
the success stories of names such as Wal-Mart stores, Sainsbury and Tesco.
Therefore, this concept of retail marketing through departmental stores, which is coming up
in a big way in India was decided to be studied in detail, through an exploratory and
conclusive research.
The objective being to assess the various parameters that influences a buyer to visit or shop at
departmental store thereby contributing to its turnover (in terms of sales and profits) hence
leading to its overall success. The extensive research brought me to conclude that
departmental stores are soon emerging on the top priority lists, amongst the shopping spree in
Delhi, as they seem to derive immense pleasure of convenience and exposure to variety under
one roof, in their extremely busy lives, when they don‘t have time for things.
Though some of the customers perceive departmental stores to be expensive and only high
income category‘s cup of tea, the stores make constant efforts to induce them to at least visit
the store at once during the sale period, or discount offers.
Most of these stores believe in creating not just a marketing activity with its customers, but
rather favor relationship building with him so as to convert first time customers into a client.
II
T AB L E O F CO N T E NT S
Sr.
No. PARTICULARS PAGE NO.
1 Executive Summary I-II
2 Introduction To The Study 1-2
3 Company Profile 3-10
4 Review Of Literature 11-15
5 Objective Of The Study 16
6 Research Methodology 17-18
7 Data Analysis 19-25
8 Findings & Recommendations 26-29
9 Limitations 30
10 Bibliography 31-32
11 Annexure A1-A2

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A Pro ject Report

Submitted in the partial fulfillment of

Name : SHRADHA KHANDELWAL

Brij Mohan Institute of Management & Technology

Ref. No. BIMT/2018 Date

I, Shradha Khandelwal Roll No. _____________ of MBA (2016-18) of the

DISCOUNT, LOCATION, AMBIENCE&QUALITY “

Signature of the Supervisor Signature of the Candidate

1 Executive Summary I-II

2 Introduction To The Study 1-2

3 Company Profile 3-10

4 Review Of Literature 11-15

5 Objective Of The Study 16

6 Research Methodology 17-18

7 Data Analysis 19-25

8 Findings & Recommendations 26-29

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