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EXECUTIVE SUMMARY
Consumer retention is the key success factor for any retailer in current competitive market. With a view to comprehend the competitive market scenario , the most upcoming suburb after the launch of many new retail outlets and malls, an effort was made to ascertain and analyze customer views and preferences for the same through process of Brand Recall. Also, a detailed study was made to understand the performance pattern of major competitors of Pantaloon shop. In doing so, it was possible to assess the competition in the market, hence enabling us to position ourselves more effectively and strategize on a long term basis. During the course of this project, I was also fortunate enough to be able to study the promotional campaigns carried out in the store. This report contains the findings arrived after detailed analysis of the data received through observations made at the competitor’s stores and personal interviews conducted with the customers at various department stores. Though not professionally equipped to suggest strategies to the pioneer of organized retailing in India, a sincere effort has been made to give some humble Recommendations for the organization at the end of the report which would benefit the firm in the long run.
Top Retailers Worldwide Rank, Retailer, Home Country 1. Wal-Mart Store, Inc. U.S.A. 2. Carrefour Group France 3. The Kroger Co. U.S.A. 4. The Home Depot, Inc. U.S.A. 5. Metro Germany
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INTRODUCTION The Retail Industry in India: After 50 years of unorganized retailing and fragmented kirana stores, the Indian retail industry has finally begun to move towards modernization, systematization and consolidation. India’s billion – plus population and its changing lifestyle continue to kindle the interest of major retail chains.
The retail sector in India is witnessing a huge revamping exercise as traditional markets make way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores. Western-style malls have begun appearing in metros and second-rung cities alike introducing the Indian consumer to a shopping experience like never before.
Rated the fifth most attractive emerging retail market, India is being seen as a potential goldmine. It has been ranked 2nd in a Global Retail Development Index of 30 developing countries drawn up by A T Kearney. The list was developed as a response to requests from retail chains facing saturated demand in most western markets.
India's vast middle class and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets.
In the last decade or so, the much oppressed Indian consumer has undergone a sea change. Consumer Revolution in India can be studied by analyzing the different parameters of the Indian consumer.
Changing Income Profile: The key global trend in the retail industry is the change in the consumer’s mindset. Unlike in the past where consumers had largely physical stores to walk-in and shop from, today’s consumers are demanding the freedom to decide the channel of transaction. As higher incomes generate additional spending and as the consumer experience his/her
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freedom of expression in a liberalized world, the broad contours of the retail market have changed significantly.
Household Income class ( Annual Income )
Number of Household (millions) and (% of Population) FY 1996
FY 2002
FY 2006
FY 2009
1.2
2.6
5.2
7.0
"RICH" : (> INR 5 Lacs) CAGR: 15% 0.8%
1.5%
2.6%
3.3%
"UPPER MIDDLE" : (INR 3 - 5 Lacs) CAGR: 10% 32.5 19.7% 46.4 25.6% 75.5 37.9% 91.0 42.7% "MIDDLE" : (INR 1 – 3 Lacs) CAGR: 2% 54.1 32.8% 74.4 41.2% 81.7 41.1% 85.0 39.9% "LOWER" : (< INR 1 Lacs) CAGR: -8%
77.0 46.7% 57.2 31.7% 36.7 18.4% 30.0 14.1%
420 million people (90 million families) expected to be added in the middle and upper middle income groups by FY 2009.
100 80 No,of Households (millions)
Rich
60
Upper Middle
40
Middle
20
Lower
0 FY 1996 FY 2002 FY 2006 FY 2009
Changing Age Profile:
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This determinant is going to be very important for the growth prospect of Indian retail sector. With an estimated population of around 1.08 billion, the major lucrative point from retailer’s perspective is the rapid increase in the proportion of people in the consuming age group of 15-45.
A study shows that there should be a big surge in the 15-45 age group up from 210 million (25% of the total population) in 1991 to a projected 600 million by 2010.
This demographic shift in favor of younger people can be a harbinger of increased urbanization, and could raise the consumption of branded and “aspirational” products.
Organized Retailing In India: The retail market is highly fragmented and is dominated by the innumerous, independent, owner managed shops. The modern day consumer is in the process of getting exposed to the organized version of retail. What distinguishes organized retailers is the presence in multiple locations and their ability to extract huge concessions from the manufacturers because of economies of scale. Establishment of international quality formats modified to suit Indian behavior, improvement in retail processes and a turnaround in the operation of some existing retailers have contributed to the development of organized retailing. Organized retail, at present comprises merely 4.6 per cent of the total market in India. Organized retailing is projected to growth to grow at the rate of about 37 per cent in 2007 and 42 per cent in 2008. Organized retail in India has the potential to add over INR 2,000 billion ($ 45 billion) business by the Year 2010 a figure that appears quite small if one were to compare the extent of the total market. If this growth is sustained, the share of organized retailing should rise to 6% to 10% by the end of this decade.
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Current Composition of Organized retail 2007 (in Percentage) (Market size: Rs.55,000 Crore at current prices)
9
3
3
9 1
3
2
3 7
7 39
3 11
Food & Grocery Apparel Books & Music Consumer Durables Jewellery Watches Footwear Health&Beauty Pharmaceuticals mobilephone Furniture Catering Entertainment
Malls: The new face of retail The selling format that has really transformed the retail landscape and consumer attitude towards shopping is the Malls. The malls are coming up keeping in mind diverse consumer needs. A class of retail property that has mushroomed over the last few years is the family entertainment center, which consists of a large entertainment componentmultiplex with quite a few eating-places and some retail outlets. Under Malls there is development of horde of new formats including mass merchandisers, hypermarkets, supermarkets, factory outlets, discounters, convenience stores etc.
From just 3 malls in 2000, India is all set to have over 220 malls in different stages of planning, design and construction by end of 2005. In India, 100 mn sq ft of quality shopping centre space by 2007-08.In India 100 hypermarkets, 500 departments store and 2000 supermarkets. Over 10,000 small and big existing outlets to undergo complete
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facelife In most malls in the country almost 30% of the space is allotted to the apparel sector while around 12%-20% of the available space goes to food & beverages. India’s first true shopping mall – complete with food courts, recreation facilities and large car parking space – was “ Crossroads” inaugurated as lately as in 1999 in Mumbai. But now, some malls are being developed as part of a large residential development where the idea is to provide total quality lifestyle with residential, retail and office space as part of an integrated development.
Challenges In Retailing: Foreign Direct Investment: FDI in retail in India, which has been recommended (to the extent of 51 per cent) by ICRIER, a New Delhi-based policy research group, is under the consideration of the Union Government. India’s retail industry being dominated by the unorganized sector, there is a threat that FDI could adversely affect the small retailers. Also, the threat increases if report of the UK Competition Commission is to be believed, which says thousands of retail jobs were lost on the entry of hypermarkets through FDI in retail in the UK. As per Images Handbook 2006, employment in retail is 2nd largest after agriculture pegged at around 8% of India’s total employment, dominated by supermarkets and hypermarkets. Therefore FDI will throw up huge employment opportunities. Retail can create many new jobs in different sectors like BPO, Tourism & hospitality, etc. FDI will radically and favorably impact the value creation and modernization of India's retail sector. The think-tank has suggested that any opening up of FDI in retail should be gradual (3-5 years) to give the domestic industry enough time to adjust to the changes and to cope up with competition from Wal-Marts and Carrefours of the world.
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Real Estate of Retail Industry: Real estate costs are high in India and it is also not easy to find a suitable property for a large format retail store. Usually, spaces in malls are given out on lease rentals and never sold upright. The rates are highly speculative in nature. The demand is very high for good locations as there is unbelievable business and their turnaround is tremendous.
Legislation and Supply Chain Management: Different sales tax rates across states make supply chain management a difficult task for retailers. Multiple point octroi is levied in some locations. High import duties reduce the product choices available to the end consumer. However restrictions on imports are gradually being reduced.
Size of the retail distribution network: In terms of number of retail outlets, India ranks highest in the world with around 12 million outlets across the country. The excellent network of retail outlets is going to be one of the principle driving forces behind the growth of the retail industry. On the other hand, the per capita retail space is among the lowest in the world at 2 sq ft. per person as opposed to 16 sq ft. per person in the US. This fragmented nature of retail space seems to indicate a tremendous opportunity for Indian retail to organize and reap the benefits of economies of scale.
The Price-sensitive Consumer: The Indian consumers are price-sensitive and bargain-driven. Prices of branded products are uniform throughout the country. Unbranded products or lesser-known brands offer a very large margin to retailers, thereby allowing them to offer discount.
Brand Competition: The Indian urban consumers are value conscious. Many brands have established themselves strongly over years. Despite the absence of an international retail chain, international brands have edged out local competition by focusing on economies of scale.
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OBJECTIVES
Primary Objectives: To determine a competitive analysis based on the customer perception.
Secondary Obectives: Finding what the customer actually looks for in a store especially market. Study of current consumer tastes & attitudes towards a store. Finding for completely satisfying store from pantaloon to consumers.
SCOPE OF THE PROJECT
The scope of project was limited to find out measure competitors market share and consumer behavior in selected region and understand various factors affecting the customer choice while shopping.
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COMPANY PROFILE Introduction: Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker. Headquartered in Mumbai (Bombay), the company operates over 5 million square feet of retail space, has over 350 stores across 40 cities in India and employs over 18,000 people. The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, aLL, Top 10, mBazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com. The first Pantaloons was opened in Gariahat in 1997. Over the years, it has undergone several transitions. When it was first launched, this store mostly sold external brands. Gradually, it started retailing a mix of external brands while at the same time introduced its own private brands. Initially positioned as a family store, it finally veered towards becoming a fashion store with an emphasis on 'youth' and clear focus on „fresh fashion‟. Today, the fashion store extends to almost all the major cities across the country. Pantaloons has established its presence with stores not just in the metros, but also in smaller towns. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space.
Culture: At Pantaloon, Empowerment is what you acquire and Freedom at Work is what you get. We believe our most valuable assets are our People. Young in spirit, adventurous in action, with an average age of 27 years, our skilled & qualified professionals work in an environment where change is the only constant.
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Powered by the desire to create path-breaking practices and held together by values, work in this people intensive industry is driven by softer issues. In our world, making a difference to Customers’ lives is a Passion and performance is the key that makes it possible. Out of the Box thinking has become a way of life at Pantaloon and living with the change, a habit. Leadership is a value that is followed by one and all at Pantaloon. Leadership is the quality that motivates us to never stop learning, stretching to reach the next challenge, knowing that we will be rewarded along the way. In the quest of creating an Indian model of retailing, Pantaloon has taken initiatives to launch many retail formats that have come to serve as a benchmark in the industry. Believing in leadership has given us the optimism to change and be successful at it. We do not predict the future, but create it. At Pantaloon you will get an opportunity to handle multiple responsibilities, and therein, the grooming to play a larger role in the future. Work is a unique mix of preserving our core Indian values and yet providing customers with a service, on par with international standards. At Pantaloon you will work with some of the brightest people from different spheres of industry. We believe it’s a place where you can live your dreams and pursue a career that reflects your skills and passions. Board of Directors: Mr. Kishore Biyani, Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. Mr. Gopikishan Biyani, Wholetime Director Mr. Rakesh Biyani, Wholetime Director Mr. Ved Prakash Arya, Director Mr. Shailesh Haribhakti, Independent Director Mr. S Doreswamy, Independent Directo Dr. D O Koshy, Independent Director Ms. Anju Poddar, Independent Director Ms. Bala Deshpande, Independent Director Mr. Anil Harish, Independent Director
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Corporate Statement: Future Group Manifesto “Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values.
Group Vision: Future Group shall deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most profitable manner.
Group Mission: We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses. 11
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We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality 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.
Core Values:
Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Positively: Simplicity and positivity in our thought, business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
Awards & Recognition: 2007 National Retail Federation Awards International Retailer for the Year 2007 – Pantaloon Retail (India) Ltd World Retail Congress Awards Emerging Market Retailer of the Year 2007 – Pantaloon Retail (India) Ltd Hewitt Best Employers 2007 Best Employers in India (Rank 14th) – Pantaloon Retail (India) Ltd PC World Indian Website Awards Best Indian Website In The Shopping Category - Futurebazaar.com Reader‟s Digest Trusted Brands Platinum Awards Trusted Brands Platinum Award (Supermarket Category) – Big Bazaar
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2006 Retail Asia Pacific Top 500 Awards Asia Pacific Best of the Best Retailers – Pantaloon Retail (India) Ltd Best Retailer in India – Pantaloon Retail (India) Ltd Asiamoney Awards Best Managed Company in India (Mid-cap) – Pantaloon retail (India) Ltd. Ernst & Young Entrepreneur of the Year Award Ernst & Young Entrepreneur of the Year (Services) – Kishore Biyani CNBC Indian Business Leaders Awards The First Generation Entrepreneur of the Year – Kishore Biyani Images Retail Awards Best Value Retail Store – Big Bazaar Best Retail Destination – Big Bazaar Best Food & Grocery Store – Food Bazaar Retail Face of the Year – Kishore Biyani Readers‟ Digest Awards Platinum Trusted Brand Award - Big Bazaar CNBC Awaaz Consumer Awards Most Preferred Large Food & Grocery Supermarket – Big Bazaar Reid & Taylor Awards for Retail Excellence Retail Entrepreneur of the Year – Kishore Biyani
Product Range: Men’s wear Winter wear Women’s wear Footwear Fashion accessories
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Competitors: Shoppers’ stop Westside Lifestyle RPG Retail (Foodworld, Musicworld) Crossword Wills Lifestyle Globus Piramals (Piramyd & Crossword) Ebony Retail Holdings Ltd. Reliance Fresh More
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THEORETICAL BACKGROUND RETAIL MANAGEMENT What is retailing? Retailing includes all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. A Retailer or Retail store is any business enterprise whose sell volume comes primarily from retailing. Type of Retailers: Retail organization exhibit great variety and new form keep emerging. Several classifications have been proposed. For our purposes, we will discuss store retailing, nonstore retailing, and retail organizations. Store Retailing: Consumers today can shop for goods and services in a wide variety of store. The most important retail store types, many of which are found in most countries, fall in eight categories:
Specialty store
Department store
Supermarkets
Convenience store
Discount store
Off price retailers
Superstore
Catalog showroom
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Specialty store: Carry a narrow product line with a deep assortment within that line. Department store: Carry several product lines typically clothing, home furnishing, and household goods with each line operated as a separate department managed by specialist buyers or merchandisers. Supermarkets: Relatively large , low cost, low margin, high volume, self service operations design to serve the consumers total needs for food, laundry, and household maintenance product. Convenience store: Relatively small store that are located near residential areas, are open long hour seven days a week, and carry a limited line of high turnover convenience product. Discount store: Sell standard merchandise at lower price by accepting lower margin and selling higher volumes. Off-price Retailers: Buy at less than regular wholesale price and charge consumer less than retail. Superstores: Average 35000 square feet of selling space and have traditionally aimed at meeting consumer’s total needs for routinely purchase food and non food items.
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Catalog showrooms: Sell a broad selection of high markup, fast moving, brand name goods at discount prices.
What is retail strategy? A retail strategy is an overall plan or framework of action that guides a retailer. Without pre-defined and well-integrated strategy the firm may flounder and be unable to cope with the environment that surrounds it. Elements of a retail strategy: 1 – Situation analysis It means: Defining and adhering to an organizational mission i.e. what is the firms attitude to consumers, employee, competitors, government and others. Evaluating ownership and management option i.e. whether to operate as a sole proprietorship a partnership or a corporation as well as whether to start a new business, to buy an existing business or to become a franchisee. Outlining goods/service category o be sold i.e. in what line of business should a retail firm operate? 2 – Objectives: These are the goals, long run and short run, that a retailer hopes to attain. These goals are sales (including growth, stability and market share) profit (including level, return on investment and efficiency) satisfaction of public (including stock holders and consumers)
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and image (including customer and perception). The statement of clear objectives help to mould a strategy and translate the company mission into action. 3 - Identification of customer: The retailer must identify the characteristics and needs of customers. The customer group that a retailer seeks to attract and satisfy is called the target market. In selecting it targe market, a retailer may use one of the three techniques: selling goods and services to broad spectrum of customers, the mass market, zeroing in on one specific group, a market segment are aiming at two or more distinct consumer groups, multiple segments. 4 - Overall strategy: This strategy involves two components: Controllable variables that is those aspects of business that the retailer can directly affect (such as choosing a store location, management of business, merchandise management and pricing and communicating with the customer). Uncontrollable variables that is those aspect of business to which the retailer must adopt (such as customers needs, competition, technological changes, economic conditions, seasonal changes, legal restrictions). 5 - Specific activities: These actions are known as tactics and encompass a retailer’s daily and short term operation. They must be responsive to the uncontrollable environment (like use of research while deciding the store location, proper planning for merchandise, various promotional etc.) activities. 6 – Control:
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In this phase a semi annual or annual review of the company should take place, with the strategy and tactics that have been developed and implemented being evaluated against the business i.e. Mission, Objectives and Target Market of the fir CONSUMER BEHAVIOR: What is consumer behavior? The ways in which consumers buy and use products.Typical metrics: purchase frequency, loyalty/retention, assortment/range of different products purchased from company. The aim of marketing is to meet and satisfy target consumer’s needs and wants. The field of consumer behavior studies how individual, groups, services, ideas, or experience to satisfy there needs and desires. Consumer behavior has been always of great interest to marketers. The knowledge of Consumer behavior helps the marketer to understand how consumers think, feel and select From alternatives like products, brands and the like and how the consumers are influenced by their environment, the reference groups, family, and salespersons and so on. A consumer’s buying behavior is influenced by cultural, social, personal and psychological factors. Most of these factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behavior of the consumers. In this study, the researcher emphasizes the importance of lifestyle and its impact on the buyer behavior. The main purpose of this study is to empirically examine the association between the consumers’ general life styles and their consumption pattern. It uses the generalized lifestyle basis in order to investigate the relationship between life style consumption pattern and brand choice behavior .In this study, Well’s and Trigger’s activities, interests and opinion measure (AIO) was adopted to operationally measure a person’s lifestyle pattern. The impact of the factors like the influencers, the sources of information and the product attributes on the purchase
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decision of the respondents was analyzed. The brand preferences exhibited by the respondents of different lifestyle was examined .From the study it was concluded that consumers often choose products, services and activities over other because they are associated with a certain lifestyle. The products are the buildings blocks of lifestyle, marketers should therefore, have a complete idea of these changing lifestyles so as to segment them and position their products successfully Key Words: Lifestyle, Purchase Decision, Product Attributes, Brand Preference.
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RESEARCH METHODOLOGY
Market Research is defined as a systematic gathering, recording and analysis of the data concerned with an objective. This whole activity is divided in to various parts & after compilation of that we reach at certain findings, which enable us to take marketing decision. It involves the diagnosis of information needed and the selection of relevant and interrelated variables. Project Title: “Consumer Behavior and Competitive Analysis” The project was conducted to determine the Consumer Behavior which helped to throw light on competitors. This will gives us an idea about the current market scenario and what exactly attracts a customer towards a store.
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Research Design: A research design is the specification of method and procedure or acquiring information needed. According to my research design I have performed the following steps in the project. Steps: 1. To decide the objective of research. 2. To determine the most suitable method of research. 3. To determine the source of data. 4. To decide the appropriate instrument for data collection. 5. To determine the suitable sampling design & sample design. 6. To conduct the field survey for data collection. 7. To process and analyze data. 8. To prepare the research report. Data source: In this study both primary as well as secondary data is collected for project. Primary data: It is that data which is collected at fist hand either by researcher or someone else especially for the purpose of study. Here I collected the data from the target segment through questionnaire i.e. from consumers, the common people who have visited a store. Method of data collection: Survey method Secondary data: It refers to any data which have been gathered earlier for some other purpose. Here the secondary data was collected from the following sources: Journals and magazines Internet (related websites) Text books
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Research type:
I have used the descriptive method. It is a specification of method and procedures for acquiring the information needed to solve the problems. It is an overall pattern or framework of the project that stipulates what information is to be collected from which source and by what procedure.
Research Instrument:
The tool used for data collection was Structured Questionnaire which was designed keeping the objective in mind. Some direct questions were asked to respondent.
Sampling plan:
Sample Universe:
Our sample population was places near Sitabuldi, Dharampeth, Sadar, Vardhaman nagar.
Sample Unit:
Men and Women who visited store often or occasionally.
Area:
Area Under study was restricted to Nagpur.
Sampling technique:
Convenience sampling
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Sampling size:
Sample size taken by us was 200 people.
Contact method:
Contact method used in the survey was Personal Interview.
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DATA ANALYSIS
1) Where do you prefer to shop?
Location
Sitabuldi
Dharampeth
Sadar
Vardhaman nagar
Response
71
70
40
19
Response
10% 35%
20%
Sitabuldi Dharampeth
35%
Sadar Vardhaman nagar
Interpretation: Maximum number of respondents like going to Dharampheth because of no of store over there, it will connect and also they find Dharampeth good place to chill and hangout.
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2) What comes to your mind when you think of store?
Reason to visit
Shopping
Entertainment
Hangout
Others
64
54
40
39
a store No. of Respondents
No. of Respondent
20%
33%
20% 27%
Shopping Entertainment Hangout Others
Interpretation: From above graph we can analyze that when opening a new store it should be a Shopping destination which should have entertainment store. This entire package is referred to as Shoppertainment which means shopping + Entertainment under one roof.
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3) Would you like to visit a store with…….
Type of store
Food court
Movie theatres
Kids zone
Book store
All
No. of Respondents
35
22
40
74
29
No. of Respondents
15%
18% 11%
36%
20%
Food court Movie theatres Kids zone Book store All
Interpretation: It is clear from above analysis that a store with book store is preferred the most by consumer since he/she can spend more time in such store. So it is better to open a store with a book store.
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4) Which store do you visit the most?
Store
Pantaloon
Piramyd
Apana bazar
Westside
No. of Respondents
66
43
54
37
66
54
No.of Respondent 37
43
80 60 East
40 20 0 Pantaloon
Piramyd
Apana bazar
Westside
Interpretation: It has been found that most of the people like to go to Pantaloon, followed by Apana bazar.
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5) What attracts you to this store?
Attraction to Store
Location
Variety of brand
Price range
Ambience
Convenience
Offers/ Discounts
No. of Respondents
32
32
34
18
28
56
Response 32
34
56 28
32
60
18
50 40
Column 2 30 20 10
Offers/ Discounts
Convenience
Ambience
Price range
Variety of brand
Location
0
Interpretation: After going through above data we can interpret that Offers and discount are the major reasons which attract customers to a store, then comes price range and location, so we should try to give more offers and discount which attract to all.
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6) How frequently do you visit this store in a month?
Freq. visit
Once
Twice
Thrice
Occasionally
No. of Respondents
58
106
24
12
No.of Respondents
12%
6% 29%
53%
Once Twice Thrice Occasionally
Interpretation: Out 200 customers studied maximum portion (53%) of the customers are coming for shopping twice in a week or more. It means shopping is a usual habit of a customer.
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7) Which day you prefer for shopping?
Prefer days
Weekdays
Weekends
No. of Respondents
63
137
137 63
160 140 120 100 80 60 40 20 0
East West North
Weekdays
Weekends
Intepretation: Out of the sample collected 137 preferred for shopping in the weekends and the rest go for weekdays
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8) Which time do you like to go for shopping?
Time
Morning
Afternoon
Evening
No. of Respondents
63
54
83
No. of Respondents
32% 41% 27%
Morning Afternoon Evening
Interpretation: Maximum portion (41%) of the sample preferred shopping in the peak hrs that is 5pm – 9pm.
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9) With whom do you normally go for shopping?
With
Alone
wife
Parents
Friends
Husband
Kids
Colleagues
No. of Respondents
42
22
18
52
42
20
4
No. of Respondents
2%
10%
21%
21%
11% 9%
Alone wife Parents Friends Husband Kids Colleagues
26%
Interpretation: Most of the sample (26%) do shopping with their friends, next big portion (21%) use to go for shopping with their husbands and individually.
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10) Whom do you normally shop for?
Shop for
Own
Family
Relatives
Friends
Others
No. of Respondents
78
46
28
48
00
No.of Respondents 0% 24% 39% 14% 23%
Own Family Relatives Friends Others
Interpretation: Most of the customers (39%) do shopping for their own, friends and family
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11) How much time do you normally spend in store?
Hours Spend
One
Two
Three
>Three
No. of Respondents
22
64
88
26
No. of Respondents
13%
11% 32%
44%
One Two Three
Interpretation: 44% of the sample is saying that they spend all together 3 hrs in single visit of shopping. The lowest percentage of customers is saying that they spend 1 hr in a single visit of shopping.
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12) Do you make preplan about shopping?
Preplan
Yes
No
No. of Respondents
148
52
No.of Respondents
26% 74%
Yes No
Interpretation: After going through above data we can interpret that most of the respondents made preplan before shopping.
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13) What is your average expenditure for shopping/month?
Expenditure
< Rs.1000
Rs. 10013000
Rs.3001-6000
Above Rs. 6001
Can’t say
No. of Respondents
48
62
34
16
40
70
62
No. of Respondents
60 50
48 40
40
34
East
30 16
20 10
Can’t say
Above Rs. 6001
Rs.30016000
Rs. 10013000
> Rs.1000
0
Interpretation: After going through above data we can interpret that most of the respondents are spending there money on shopping in between Rs.1001-3000 followed by less than Rs.1000/month.
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15) What do you expect from store merchandise?
Expectation
Variety
Quality
No. of Respondents
78
62
Latest trends & Fashion 20
All the above 40
No. of Respondents
Variety
20% 39%
Quality Latest trends & Fashion All the above
10%
31%
Interpretation: After going through above data we can interpret that most of the respondents are expect variety and quality from store merchandise.
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Comparison between Pantaloon, Piramyd, Apana bazar and Westside:
Quality of merchandise: Grade Respondents
Excellent 4
Good 21
Fair 20
Poor 5
pantaloon 10%
8%
Excellent Good Fair
Grade Respondents
Poor
42%
40%
Excellent 9
Good 22
Fair 16
Poor 3
Piramyd 6%
18%
Excellen t Good
32%
Fair Poor 44%
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Grade Respondents
Excellent 2
Good 25
Fair 18
Poor 5
Apana Bazar 4%
10%
36%
Grade Respondents
50%
Excellent 7
Good 23
Fair 18
Excellent Good Fair Poor
Poor 2
Westside 4%
14%
Excellent Good Fair Poor
36%
46%
Interpretation: Sample says that the quality of merchandise is good in Piramyd which has very close competition with Westside followed by pantaloon and Apana bazar in the total sample collected.
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Variety of merchandise: Grade Respondents
Excellent 2
Good 9
Fair 32
Poor 7
Pantaloon 4%
14%
18%
Excellent Good Fair Poor
64%
Grade Respondents
Excellent 8
Good 20
Fair 20
Poor 2
Piramyd 4%
16%
Excellent Good Fair Poor
40%
40%
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Grade Respondents
Excellent 15
Good 30
Fair 5
Poor 0
Apana bazar 0%
10%
30%
Excellent Good Fair Poor 60%
Grade Respondents
Excellent 10
Good 34
Fair 4
Poor 2
Westside 4%
8%
20%
Excellent Good Fair Poor
68%
Interpretation: Apana bazar is ahead of pantaloon As the sample says Apana bazar has more varieties in terms of sizes, color, and design than other stores.
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New trend and fashion in merchandise:
Grade Respondents
Excellent 0
Good 20
Fair 30
Poor 0
Pantaloon 0%
20%
40%
Excellent Good Fair Poor
40%
Grade Respondents
Excellent 15
Good 25
Fair 10
Poor 0
Piramyd 0%
20%
30%
Excellent Good Fair Poor
50%
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Grade Respondents
Excellent 0
Good 42
Fair 8
Poor 0
Apana bazar 16%
0%
Excellent Good Fair Poor
84%
Grade Respondents
Excellent 14
Good 22
Fair 14
Poor 0
Westside 0% 28%
28%
Excellent Good Fair Poor
44%
Interpretation: Pantaloon stands at rank 1st in this factor. Data from sample says that Pantaloon is most admired store in terms of latest fashion and style. As example Pantaloon has launched its summer series of “Fresh Fashion” .Pantaloon is very much flexible in terms of latest style, design and colors.
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Customer relationship management:
Grade Respondents
Excellent 18
Good 25
Fair 7
Poor 0
Pantaloon 0%
14%
36%
Excellent Good Fair Poor
50%
Grade Respondents
Excellent 8
Good 30
Fair 10
Poor 2
Piramyd 4%
16%
20%
Excellent Good Fair Poor 60%
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Grade Respondents
Excellent 0
Good 35
Fair 10
Poor 5
Apana bazar 10%
0%
Excellent Good Fair Poor
20%
70%
Grade Respondents
Excellent 10
Good 30
Fair 10
Poor 0
Westside 20%
0%
20%
Excellent Good Fair Poor
60%
Interpretation: Pantaloon is in the rank 1st in this factor. Pantaloon has been appreciated a lot by the customers as compared to others.
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Service from staff: Grade Respondents
Excellent 20
Good 28
Fair 2
Poor 0
Pantaloon 4% 0%
40%
Excellent Good Fair Poor
56%
Grade Respondents
Excellent 10
Good 20
Fair 20
Poor 0
Piramyd 0%
20%
Excellent Good Fair Poor
40%
40%
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Grade Respondents
Excellent 10
Good 25
Fair 15
Poor 0
Apana bazar 0%
20%
30%
Excellent Good Fair Poor
50%
Grade Respondents
Excellent 10
Good 28
Fair 12
Poor 0
Westside 0%
20%
24%
Excellent Good Fair Poor
56%
Interpretation: Pantaloon is in the rank 1st in this factor. Pantaloons staff has give good service to the customer by the help of there good communication so that they are ahead from Piramyd, Apana bazar and Westside.
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Parking and security:
Grade Respondents
Excellent 32
Good 8
Fair 10
Poor 0
Pantaloon 0%
20%
Excellent Good Fair Poor
16% 64%
Grade Respondents
Excellent 18
Good 20
Fair 12
Poor 0
Piramyd 0% 24% 36%
Excellent Good Fair Poor
40%
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Grade Respondents
Excellent 2
Good 30
Fair 8
Poor 10
Apana bazar 13%
13%
17%
Excellent Good Fair Poor
57%
Grade Respondents
Excellent 5
Good 30
Fair 10
Poor 5
Westside 10%
10%
Excellent Good Fair Poor
20%
60%
Interpretation: Pantaloon is in the rank 1st in this factor. Pantaloon has very wide space for parking so that it is ahead from other competitors in this factor.
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Ambience: Grade Respondents
Excellent 5
Good 30
Fair 15
Poor 0
Pantaloon 0%
10%
30%
Excellent Good Fair Poor 60%
Grade Respondents
Excellent 5
Good 25
Fair 20
Poor 0
Piramyd 0%
10%
40%
Excellent Good Fair Poor 50%
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Grade Respondents
Excellent 0
Good 30
Fair 10
Poor 5
Apana bazar 11%
0%
Excellent Good Fair Poor
22%
67%
Grade Respondents
Excellent 18
Good 25
Fair 7
Poor 0
Westside 14%
0% 36%
Excellent Good Fair Poor
50%
Interpretation: Westside is in the rank 1st in this factor. Westside has much more outer space on its wall to place big hoarding and displays so That it results in much proper visibility to common public.
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Billing process: Grade Respondents
Excellent 20
Good 25
Fair 5
Poor 0
Pantaloon 10%
0%
Excellent Good Fair Poor
40%
50%
Grade Respondents
Excellent 0
Good 20
Fair 25
Poor 5
Piramyd 10%
0%
40%
Excellent Good Fair Poor
50%
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Grade Respondents
Excellent 2
Good 35
Fair 10
Poor 3
Apana bazar 6%
4%
20%
Excellent Good Fair Poor 70%
Grade Respondents
Excellent 10
Good 25
Fair 15
Poor 0
Westside 0%
20%
30%
Excellent Good Fair Poor 50%
Interpretation: Pantaloon is in the rank 1st in this factor. Data from sample says that Pantaloon has different billing counter for each department so that it is ahead than its competitor in this factor.
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Sinages & Advertisement: Grade Respondents
Excellent 15
Good 25
Fair 10
Poor 0
Pantaloon 0%
20%
30%
Excellent Good Fair Poor
50%
Grade Respondents
Excellent 8
Good 32
Fair 10
Poor 0
Piramyd 20%
0%
16%
Excellent Good Fair Poor
64%
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Grade Respondents
Excellent 0
Good 35
Fair 10
Poor 5
Apana bazar 10%
0%
Excellent Good Fair Poor
20%
70%
Grade Respondents
Excellent 10
Good 30
Fair 10
Poor 0
Westside 20%
0%
20%
Excellent Good Fair Poor
60%
Interpretation: Pantaloon is ahead of Piramyd, Apana bazar and Westside in this factor.
Communication by signage in PANTALOON is much better than others because of its larger and contrasting hoarding and signage, which has more visibility than in Piramyd, Apana bazar and Westside.
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Offers & Discount: Grade Respondents
Excellent 25
Good 20
Fair 5
Poor 0
Pantaloon 10%
0%
50%
Excellent Good Fair Poor
40%
Grade Respondents
Excellent 5
Good 20
Fair 25
Poor 0
Piramyd 0%
10%
Excellent Good Fair Poor 50% 40%
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Grade Respondents
Excellent 10
Good 20
Fair 20
Poor 0
Apana bazar 0%
20%
Excellent Good Fair Poor
40%
40%
Grade Respondents
Excellent 5
Good 30
Fair 15
Poor 0
Westside 0%
10%
Excellent Good Fair Poor
30%
60%
Interpretation:
Pantaloon is ahead of Piramyd, Apana bazar and Westside in this factor.
Pantaloon is very much flexible in terms of marketing promotion, offers, and events. It makes changes according to the changing scenario. Seasonal promotions such as summer series and winter series have affected in increased demand of its product and increased sales.
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AS THE ABOVE FACTORS SHOWS US CLEARLY THAT THERE IS A VERY CLOSE COMPETITION BETWEEN PANTALOON, PIRAMYD, APANA BAZAR AND WESTSIDE. IN FEW FACTORS SUCH AS “CUSTOMER RELATIONSHIP MANAGEMENT”
“AMBIENCE”,
“NEW
TREND
AND
FASHION
IN
MERCHANDISE” “BILLING PROCESS” “SINAGE AND ADVERTISEMENT” “OFFERS AND DISCOUNTS” PANTALOON IS MUCH AHEAD OF PIRAMYD, APANA BAZAR AND WESTSIDE.SO THIS IS THE MAIN REASON WHY PANTALOON STANDS FIRST RANK IN OUR TOTAL SAMPLE COLLECTED.
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FINDINGS
Maximum number of respondent like going to Sitabuldi for shopping because of number of store over there, it’s well connected and also they find Sitabuldi as good place to relax and hangout. From analysis we find that a store with variety of brand as well as new fashion is preferred the most by consumer since he/she can compare the brand quality. It has been found that most of the people in Nagpur like going to Pantaloon followed by Apana bazaar. Most of the respondent prefered going to a store twice in a month. Most of the respondent’s prefered to shop in pantaloon because of offers and discount. Most of the respondents are expect variety and quality from store merchandise. It is found that most of the respondents are spending there money on shopping in between Rs.1001-3000 followed by less than Rs.1000/month. It is found that most of the respondents made preplan before shopping. It is found that most of the respondents preferred shopping in the peak hrs that is 5pm – 9pm. Most of the respondent’s preferred for shopping in the weekends mostly in the Saturdays and Sundays.
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It is found that majority of customers are coming for shopping twice in a week or more. It means shopping is a usual habit of a customer. It is very clear from above analysis that a store with book store is preferred the most by consumer since he/she can spend more time in such store. Most of the respondents were found that they preferred to shop with friend. From analysis we find that most of the customer preferred to shop for own.
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LIMITATIONS OF THE PROJECT Limited response from respondent response may not reveal the accurate picture as accurate data was not revealed by the respective respondents. Time constraint was our first limitation because of which we could not study the whole Nagpur market. We have restricted our sample size to 200 because most of the people give wrong information. Respondent were not giving much though to questions though we have honesty and sincerely tried to present the facts and figures but because of some non responses errors still might have cropped level.
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CONCLUSION
As we know in the present scenario there is a cutthroat competition in the retail market. The only way to survive in the market is to attract the customers more and more and to provide the best services available in the market. As it is discussed in this project about all the factors that are responsible for a positive attitude of a consumer to move to a particular shopping mall or a particular department store. New competitors are entering in to the Indian market. Competitors such as Shoppers stop, Piramyd, Westside are trying to create new ideas and implementation of them in order to attract the customer’s attention. So consumer behavior and consumer’s reaction is an important factor, which must be taken into consideration by every retailer. Factors such as service, ambience, availability of merchandising, variety of merchandising, latest trends and fashion are the main factors which directs a customer to choose a particular department store for his/her shopping. In this research it has been found that even if one factor is missing in a particular store then the customer reacts very strongly. So it’s a must for every retailer to take care of every factor delicately to retain their loyal customers and attract new customers.
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RECOMMENDATIONS
The trend today has been to combine shopping with various offering. Take a mall for example, apart from shopping there are food court, cinema theaters, and even in some, an amusement centre for children. Shopping has made people spend not just on their requirements of good to be bought but to look on the totality of the experience have a quick bite at Mc Donald’s in the mall or let the kids play fun game while one is busy shopping or even taking the family out to movie and having a dinner all under one roof. The benefits of this totality offering are that many venders get to have people patronized there offerings. While the shopping experience i.e. being enhanced, more business is got by the store at the venue. Shopping is no longer a one time agenda for people. Various options are opening up. Shopping has become a more whole some experience today and the segment which “Feels” the need for the add-on offering is not complaining. It was seen that, kurta section was the one where majority of the female customers were stressing on the limited variety. Concentration on this section will simultaneously help us to tackle the increasing competition from Westside in the Women Indian wear. In the Men’s section, stock and varieties in T-Shirts has to be increased. For instance, full-sleeves T-Shirts. Also introducing new brands in this section is required. During the research period there were cases where customer has selected the design and pattern, but end-up without buying it due to non-availability of the required size. This problem can be solved till some extent if we immediately check for the required size at our other stores. New collections in Party wear have to be added in both Men and Women section. Unavailability of colors was the main issue in the Party wear section.
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More frequent promotional activities are to be conducted in the store. During the research period it was known that many people were not aware about the available offers at the store. Innovation at regular interval required not only in products but also in customer services. Merchandise for all type of income levels should be available. We should try to keep the customer loyal to us so that his or her visits to the store increase or at least rewind them from switching to other store Customer loyalty program is must for retaining the customer since acquiring a new customer is five times more expensive then retaining an existing customer. Ambience of the store should be different and attractive so that the customer feels at ease each time he or she visits the store. Skilled personnel are required.
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BIBLIOGRAPHY
Books referred: Marketing Management by Philip Kotler Marketing research by Dilip Sarvate
Website: www.pantaloons.com www.google.com www.indiainfoline.com www.search.com www.retailindia.com
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ANNEXURE Questionnaire
Personal Details:Name: -
Age: -
Sex: -
Education: -
Occupation: -
Income: -
Marital status: -
1) Where do you prefer to shop? a) Sitabuldi c) Sadar
b) Dharampeth e) Vardhaman nagar
2) What comes to your mind when you think of a store? a) Shopping b) Entertainment c) Hangout d) Others 3) Would you like to visit a store with……….. a) Food court/Restaurants c) Kids zone e) All 4) Which store do you visit the most? a) Pantaloon c) Apana bazaar 5) What attracts you to this store? a) Location c) Price range e) Convenience
b) Movie theatres d) Book store
b) Piramyd d) Westside
b) Variety of brands d) Ambience f) Offers/Discounts
6) How frequently do you visit this store in a month? a) Once b) Twice c) Thrice d) Occasionally 7) Which day you prefer for shopping? a) Weekdays
b) Weekends
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8) Which time do you like to go for shopping? a) Morning c) Evening
b) Afternoon
9) With whom do you normally go for shopping? a) Alone c) With parents e) With husband g) With colleagues
b) With wife d) With friends f) With kids
10) Whom do you normally shop for? a) For own c) Relatives e) Others
b) Family d) Friends
11) How much time do you normally spend in store? a) One Hour c) Three Hours
b) Two Hours d) More than three
12) Do you make pre-plan about shopping? a) Yes
b) No
13) What is your average expenditure for shopping/month? a) Less than Rs.1000 b) Rs.1001-3000 c) Rs.3001-6000 d) Above Rs.6000 e) Can’t say 14) What do you expect from store merchandise? a) Variety c) Latest trend’s & fashion
b) Quality d) All the above
15) How do you rate following in this store? Excellent
Good
Fair
Poor
a) Quality of Merchandise b) Variety of Merchandise c) New trends & fashion in Merchandise d) Customer relationship management e) Services from staff f) Parking & Security
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g) Ambience h) Temperature i) Billing process j) Signage’s & advertisement. k) Offers &Discounts
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