\
LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT AND TECHNOLOGY BAREILLY. WINTER PROJECT REPORT On
"Impact on Advent of Easy day on local
Mom & Pop stores in Bareilly " Under Guidance of :
Submitted By :
Mr. Atul Srivastava Assistant professor
Naman Rastogi Roll No. 217031 PGDM 2012-14
ACKNOWLEDGEMENT We take this as an opportunity to thank all those without whom the journey of doing our project would not have been as pleasant as it has been to us. Working on our project was a constant learning experience with all sweat and tear which was its due but not without being richly stimulating experience of life time. For any project to be a success, it is very important to get the right guidance and support which we got from our Faculty Guide Atul Srivastava. Guide Srivastava. We express our gratitude to my faculty guide for inspiring us throughout the project. We want to express our deep gratitude to our institution Lal Bahadur Shashtri Institute of Management & Technology Bareilly,, for giving us the opportunity to undertake this Bareilly project and enhance enhance our knowledge. knowledge. Finally we would like to convey our heartiest thanks to all our well wishers for their blessing and co-operation throughout our study. They boosted us every day to work with a new and high spirit.
Naman Rastogi
ACKNOWLEDGEMENT We take this as an opportunity to thank all those without whom the journey of doing our project would not have been as pleasant as it has been to us. Working on our project was a constant learning experience with all sweat and tear which was its due but not without being richly stimulating experience of life time. For any project to be a success, it is very important to get the right guidance and support which we got from our Faculty Guide Atul Srivastava. Guide Srivastava. We express our gratitude to my faculty guide for inspiring us throughout the project. We want to express our deep gratitude to our institution Lal Bahadur Shashtri Institute of Management & Technology Bareilly,, for giving us the opportunity to undertake this Bareilly project and enhance enhance our knowledge. knowledge. Finally we would like to convey our heartiest thanks to all our well wishers for their blessing and co-operation throughout our study. They boosted us every day to work with a new and high spirit.
Naman Rastogi
Index
I. Acknowledgement II. Executive summary III. Introduction IV. Objective of the Study V. Research Methodology VI. Result & Interpretation VII. Annexure VIII. Findings & Recommendations IX. Conclusion X. Bibliography
Executive Summary This project is tries to get an insight of the IMPACT ON ADVENT OF EASY DAY ON LOCAL MOM & POP STORES in Bareilly. This research would facilitate to bring out the qualities and factors which influence consumer to buy form Easy day and Local Mom & Pop stores. The data is being collected from Primary sources. Primary research has been conducted on 100 Customers of easy day as well as local mom & pop stores through Questionnaire & Personal interview. For fulfilling our research objective we are majorly taken into consideration House makers. This study analyze the customers response towards Easy day. Thus data has been systematically analyzed and presented in a justifiable manner for the better presentation and good understanding of the viewer.
Introduction As customer’s tastes and preferences are changing, the market scenario is also changing from time to time. Today’s market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in today’s world. Technology is one of the major factors which is responsible for this paradigm shift in the mark. New generation people are no more dependent on haat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and specialty stores. Our study is based on a survey done on customers of a Department store named Easy Day and Local Mom & Pop Stores. Our study is on determining the customer’s buying behavior and the satisfaction level of customers in Easy day & Local Mom & Pop Stores. Our study emphasis on the impact on Local Mom & Pop Stores after advent of Easy day in Bareilly. Will find out the current status of Easy day and determine where it stands in the current market. This market field survey will help in knowing the present customers tastes and preferences. It will help me in estimating the customer’s future needs, wants & demands.
Objective of the Study
1) To find out the buying behavior of the customers coming in to Easy day and local mom & pop stores in Bareilly. 2) To determine the current sales of Easy day. 3) To find out the customers response towards Easy day and local mom & pop stores. 4) To study the satisfaction level of customers in different attributes of Easy day and local mom & pop stores. 5) Determine the effect on current Sales of local mom & pop stores after the advent of easy day. 6) To determine the customer loyalty towards Local mom & pop stores.
Company Profile Bharti Enterprises is an Indian business conglomerate headquartered in New Delhi, India, operating primarily across India and in some other countries. It was established by Sunil Bharti Mittal. Bharti Enterprises has businesses spanning across telecom, retail, financial services, manufacturing and software. The company was founded by Sunil Bharti Mittal along with two siblings in 1976. The company was not so famous in India by its own name, rather its brand names like Airtel and Beetel (PSTN Phone Sets) are household names in India. The company underwent a brand reformation process and changed its logo and corporate Image.
"Bharti Retail Ltd." is a wholly owned subsidiary of Bharti Enterprises. Bharti Retail operates a chain of multiple format stores. The company’s neighborhood format stores operate under the Easy day brand and the compact hypermarket format under the “Easy day market” brand. Recently the company has become more involved in the food economic sectors, with a joint partnership in the Agricultural company Field Fresh. Easy day is an Indian retail brand that runs chains of consumer retail Department stores. The brand is wholly owned by Bharti Enterprises limited and is operated by its subsidiary, Bharti Retail limited which is headquartered in New Delhi. The technical and management support for the brand is provided by Arkansas, United States based Wal-Mart Stores, Inc, which is the largest retailer in the world.
The retail brand of Bharti retail Ltd, is all set to become one of India's leading retailers. The easy day brand is built around the mission of saving money for our customers by offering quality products at the lowest price in the market. At easy day, we aim to provide significant saving to our customers by being low priced every day, which means that our customers can be assured of saving every time they visit stores.
Easy day currently operates in 13 states - Jammu and Kashmir, HimachalPradesh, Punjab, Haryana, Delhi, Uttarakhand, Utt ar Pradesh, Rajasthan, Madhya Pradesh, Chhattisgarh, Maharashtra, Karnataka and Andhra Pradesh in over 110 towns and cities. The number of stores functional is 220 across three different formats catering to about 76,000 people every day.
Product Categories in Easy day A Easy day store sells groceries including fresh produce inclusive of :-
Fruits Vegetables & milk Cereals Meat Poultry Dairy and baked products Canned goods Soups Grains Snacks Cookies Chips Condiments Beverages Sauces Spices and Candy
Makeup Shaving Skincare items :
Health care items Apparel Hosiery Shoes & accessories Books and stationary Toys Gifts Kitchen ware Home improvement products :
Beauty products :
Tools Lighting &electronic accessories
Toiletries Fragrances
Items related to religion.
Research Methodology
Research design o
Descriptive research
This research provides data about the population being studied. But it can only describe the "who, what, when, where and how" of a situation, not what caused it. It describe the characteristics of a relevant group which estimate the percent (%) of units in a specified Population to determine the perception of product characteristics. It is used to make more specific predictions.
Primary source Data observed or collected directly from first-hand experience. The data which is collected first hand specially for the purpose of study. It is collected for addressing the problem at hand.
Research Tool o
Questionnaire A set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study.
o
Personal Interview Technique for gathering information through face-to-face contact with individuals. It provides the best opportunity to obtain information through probing for clearer explanations.
Sample Size : 100
Type of sampling : Random sampling
Place
The survey was conducted in different location in Bareilly city.
Approach
The approach used by a surveyor for the project varies with the purpose of the survey. Under this report, "Quantitative & Qualitative" approach both are used as per the requirements of the survey.
Statistical Tools
Representation of statistical data by diagram, graphs, charts or pictures is more effective than tabular representation being easily intelligible to a layman, indeed diagrams is most essential whenever it is required to convey any statistical information to the general public. I.
Bar Diagram
Mode of diagrammatic presentation of data is the bar diagram. in this method bar of equal width are taken for the different items of the series. The length of the bar represents value of the variables concerned.
Result & Interpretation
Q1. Gender
70 60 50 40 30 20 10 0 Male
Female
In our research we have the majority of females which is 78% and rest of them are male which is 22% as basically shopping of household items is being done by females. So they can give us appropriate response according to the need of our research.
Q2. Age
45 40 35 30 25 20 15 10 5 0 Less then 20
21 - 30
31 - 40
More than 40
In our research according to age groups we have 2% respondents of age Less than 20, 32% of age group between 21 - 30, 24 of age group between 31 - 40 and 42% of age group More than 40. Maximum number of the respondents i.e. (42%) are fall under category of more than 40 these respondents are basically home makers who go for grocery shopping for their household.
Q3. Number of family member's
90 80 70 60 50 40 30 20 10 0 Less than 5
6 to 10
11 to 15
more than 15
According to Number of family members we have find out in our research that 85% of the respondent are come under the category of Less than 5 family members and other 14%, 1%, & 0 are 6 - 10, 11 - 15, More than 15 respectively. Which depicts that now-a-days there is a trend of nuclear family and less of joint family.
Q4. Education ?
70 60 50 40 30 20 10 0 Primary
Secondary
Graduate
Post-Graduate
According to education our major 64% respondent are come under graduate category and 32% under post-graduate and 4% under secondary category. We have done our research, keeping house makers as our target respondent so majority of them are Graduates & PostGraduates. So they have knowledge to choose right product from right place.
Q5. Occupation ?
70 60 50 40 30 20 10 0 Student
Service
Business
Professional
Housewife
In occupation we have the majority of Housewives i.e. 68%, student 17% and service business and professional are 6, 4, & 5% respectively. Our most of the respondents were housewives as they were our target respondent through which we came to know the real picture.
Q6. Where do you shop for groceries most frequently?
70 60 50 40 30 20 10 0 Easy day
Kirana Shop
Here 63% respondent said that they shop from Local Mom & Pop stores and rest of them said for easy day. As most of the respondents go for grocery shopping in Local Mom & Pop stores as they feel they provide better services keeping in mind the customer needs. And customers are loyal towards Local Mom & Pop stores. As Local Mom & Pop stores having old customer connect.
Q7. Why do you shop at Easy day ?
100 90 80 70 60 50
Strongly Disagree
40
Disagree
30
Neutral
20 10 0
Agree Strongly agree
Most of respondents feel that they were satisfied with the competitive prices ,choice of product and availability of products and their favorite brand available in easy day but they were not satisfied with the location of easy day.
Q8. Why do you shop at Local Mom & Pop stores?
100 90 80 70 60 50
Strongly Disagree
40
Disagree
30
Neutral
20 10 0
Agree Strongly agree
Most of the respondents feel that they were satisfied with the competitive prices ,choice of product, availability of product and their favorite brand available in Local Mom & Pop stores and more over they were satisfied with location also.
With reference to Question number 7 & 8 (I) Competitive Prices
100 90 80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30 20 10 0 Easy day
Kirana shop
According to this parameter 28% are Strongly agree as compared to Local Mom & Pop stores which is 5%, 47% are agreed on easy day and 50% on Local Mom & Pop stores, 29% respondent of easy day and 42% of Local Mom & Pop stores says they are neutral, 6 & 3% respondents of easy day and Local Mom & Pop stores says they are disagree. Most of the respondents were agreeing with the competitive prices of easy day as they think easy day provide better quality of product at reasonable price
(II) Choice of products
100 90 80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30 20 10 0 Easy day
Kirana shop
According to this parameter 15% are Strongly agree as compared to Local Mom & Pop stores which is 2%, 63% agreed on easy day and 66% on Local Mom & Pop stores, 20% on easy day and 32% on Local Mom & Pop stores says they are neutral, respondent of easy day and Local Mom & Pop stores they are disagree at easy day at 2% . Most of the respondents were agreeing with choice of products offered in easy day as wide variety of products are available there and it provides the best value for their money in comparison to Local Mom & Pop stores.
(III) Availability of products
100 90 80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30 20 10 0 Easy day
Kirana shop
According to this parameter 29% are Strongly agree as compared to Local Mom & Pop stores which is 13%, 56% agreed on easy day and 62% on Local Mom & Pop stores, 12% on easy day and 23% on Local Mom & Pop stores says they are neutral, respondent of easy day and Local Mom & Pop stores they are disagree as 6 & 2% respectively. Most of the respondents were agreeing with availability of products available in easy day, as it provide wide variety of products in their store.
(IV) Location / Convenience
100 90 80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30 20 10 0 Easy day
Kirana shop
According to this parameter 8% of respondent are Strongly agree as compared to Local Mom & Pop stores which is 19%, 31% agreed on easy day and 71% on Local Mom & Pop stores, 13% on easy day and 10% on Local Mom & Pop store says they are neutral, respondent of easy day said they are disagree at 48%. Most of the respondents were disagreeing on the location of easy day as they are not within the reach of everyone .
(V) Favorite brands
100 90 80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30 20 10 0 Easy day
Kirana shop
According to this parameter 6% are Strongly agree as compared to Local Mom & Pop stores which is 14%, 55% agreed on easy day and 46% on Local Mom & Pop stores, 39% on easy day and 24% on Local Mom & Pop stores says they are neutral, respondent of Local Mom & Pop stores said they are disagree at 16%. Majority of the respondents said that they get their favorite brands available in easy day as well as Local Mom & Pop stores also.
Q9. On average how often do you shop ?
35 30 25 20 15 10 5 0 Once a week
More than once a week
Every 2 weeks
Once a month or less
When we ask consumers that how often do you shop then majority says 33% which is more than once a week , 24% shop once a week, 28% shop by every 2 weeks and 15% shop once a month or less . Most of the respondents said that they shop once a week in order to fulfill their basic requirements so these are the important respondents in our research.
Q10. Does Easy day offer the best value for money?
45 40 35 30 25 20 15 10 5 0 Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
When we ask respondents that easy day offer best value for money then 41% of them are agreed & 18% are strongly agreed, 30% neutral and 11% disagreed. Most of the respondents feel that easy day offers the best value for their money as (Ref. to question no. 7) the respondent are agreed towards competitive prices of easy day that depicts that easy day provide good quality of products at reasonable price.
Q11. Does Easy day offer a wide product range?
70 60 50 40 30 20 10 0 Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
According to this Question 18% are Strongly agree, 70% agreed, 10% says they are neutral, and 2% are disagree. As easy day having very wide range of products that's why 88% respondents agreed that as easy day provide wide range of product under 1 roof as compare to Local Mom & Pop stores like Grocery items, Skincare items, Home improvement products, Beauty products, Items related to religion, etc.
Q12. Which one is the most customer-friendly?
70 60 50 40 30 20 10 0 Easy day
Kirana shop
Here 36% respondent said that they found Easy day is most customer-friendly and rest of them said for Local Mom & Pop stores. Here, Most of the respondents feel that they find Local Mom & Pop Stores more customer-friendly as they feel whenever they need something in case of urgency, they are ones who are great help to them. As they are near to them.
Q13. Where do you find more 'Discount offer' in products?
80 70 60 50 40 30 20 10 0 Easy day
Kirana shop
Here 79% respondent said that they find more discount offers from Easy day and rest of them said for Local Mom & Pop stores. As easy day provide more discount offer in order to attract more and more customers in their retail store mostly in household items , it also provide seasonal, festival offers and occasional offer.
Q14. Where do you find Good quality products ?
60 50 40 30 20 10 0 Easy day
Kirana shop
Here 57% respondent said that they find Good quality products from Easy day and rest of them said for Local Mom & Pop stores. Most of the respondents feel that they find good quality of product in easy day as easy day has its own brand known as “Great value” which sells a range of everyday-use product like cereals, spices, tea, beverages, jams, ketchups, dry fruits ,Indian snacks, dish-wash bars etc. which mostly covers everything.
Q15. Do you find any products easily in easy day but not in Local Mom & Pop stores?
70 60 50 40 30 20 10 0 Yes
No
Here 64% respondent said YES that they find products easily available in easy day and rest of them said NO for Local Mom & Pop stores. Most of the respondents feel that they find products easily available in easy day. As various brands and variety or products are available in easy day like different varieties of Soup, sauces, Frozen foods, soap, shampoo's, vegetable oil, etc.
Q16. Where do you find good packaging of products ?
90 80 70 60 50 40 30 20 10 0 Easy day
Kirana shop
Here 88% respondent said that they find good packing of products from Easy day and rest of them said for Local Mom & Pop stores. Most of the respondents said that they find good packaging at easy day as products are packed in a better way as compared to Local Mom & Pop stores Like pulses, spices etc. you find these goods are in good packing in easy day but not in Local Mom & Pop stores.
Annexure Impact on Advent of Easy day on local Mom & Pop stores in Bareilly. This Questionnaire is the part of the course curriculum of our management subject "Marketing Research" . The purpose is to ascertain the effect of organized retail on unorganized retail market. [Tick (
) the relevant below]
Name: Q1. Gender I. Male II. Female Q2. Age I. Less than 20 II. 21-30 III. 31-40 IV. More than 40 Q3. Number of family member's I. Less than 5 II. 6-10 III. 11-15 IV. More than 15 Q4. Education ? I. Primary II. Secondary III. Graduate IV. Post Graduate Q5. Occupation ? I. Student II. Service III. Business IV. Professional
Q6. Where do you shop for groceries most frequently?
I. II.
Easy day Local retailers
Q7. Why do you shop at Easy day ? Strongly Strongly Agree
Agree
Neutral
Disagree
Agree
Neutral
Disagree
Disagree
I. II. III. IV. V.
Competitive prices Choice of products Availability of products Location / Convenience Favourite brands
Q8. Why do you shop at Kirana shop ? Strongly Strongly Agree Disagree
I. II. III. IV. V.
Competitive prices Choice of products Availability of products Location / Convenience Favourite brands
Q9. On average how often do you shop ?
I. II. III. IV.
I shop more than once a week I shop once a week I shop once every 2 weeks I shop once a month or less
Q10. Does Easy day offer the best value for money?
I. II. III. IV. V.
Strongly Agree Agree Neutral Disagree Strongly Disagree
Q11. Does Easy day offer a wide product range?
I. II. III. IV. V.
Strongly Agree Agree Neutral Disagree Strongly Disagree
Q12. Which one is the most customer-friendly?
I. II.
Easy day Kirana shop
Q13. Where do you find more 'Discount offer' in products?
I. II.
Easy day Kirana shop
Q14. Where do you find Good quality products ?
I. II.
Easy day Kirana shop
Q15. Do you find any products easily in easy day but not in Kirana shop ?
I. II.
Yes No
Q16. Where do you find good packaging of products ?
I. II.
Easy day Kirana shop
Any suggestion or feedback for the outlet which you are using :
Thanks for the Cooperation :) *For the convenience of respondents we write "Kirana store" in place of "Local Mom & Pop Stores"
Findings & Recommendations
I.
Home delivery : Easy can also provide the facility of home delivery, so it may help easy day to increase it's sales.
II.
Small packaging: Easy day can provide small packaging of their products in small packets i.e less than 500gms.
III.
Friendly staff: The staff can be more friendly towards the customers.
IV.
More staff: There should be at least one member in each section & one member in each cash counter.
V.
More stores: Stores can be open in other areas of Bareilly like Rajendra Nagar, Civil lines.
VI.
More space: Present store is bit compact in size as compared to wide range of its products.
Limitation's of Study I.
Customer are more loyal towards Local Mom & Pop stores as easy day is opened just before 3 years, and customer's purchase house hold items from Local Mom & Pop stores for many years.
II.
Sample size is not appropriate to draw a fruitful conclusion.
III.
Consumer preferences are partly divided.
IV.
There are thousands of Local Mom & Pop stores but there in only TWO Easy day stores in Bareilly.
Conclusion Easy day is a major retail store for today’s customers in Bareilly. It is a place where customers find variety of products at a reasonable price. Easy day has a good reputation of itself in the market. It holds a huge customer base. The majority of customers belong to service class family. The youth generation (Hostlers) also likes shopping at easy day. Easy day provides various kinds of goods like grocery, stationary, food items, electronic items, crockery, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. It holds a large customer base and it seemed from the study that the customers are quite satisfied with Easy day. As if now there are 2 Easy day stores in Bareilly one in Green park & in Rampur garden, it seems from our survey that there is a vast growth of Easy day lying as customers demand is increasing for Easy day. The major drawback of Easy day is it's location and this may discourage the customers to come to Easy day and shop.
