Deepam Jain

2010
Interim Report

SUMMER INTERNSHIP PROGRAM-2010

Submitted to- Prof.Sourabh Bhattacharya

Faculty Guide

Icfai Business School

Hyderabad

Reliance Digital Retail Limited

Ashoka Metropolitan Mall
Apple iStore
Hyderabad
 A

Report On

“The various IMC techniques which can be adopted to enhance the consumer

Preference for iStore in Hyderabad”

Submitted by:

Deepam Jain

09BSHYD0245

An Interim Report Submitted in the partial fulfillment of the requirements of MBA Program
of ICFAI Business School

Company Guide: Faculty Guide:

Mr.Nishanth Shah Prof. Sourabh Bhattacharya

Store Head Faculty IBS Hyderabad

Page | 2
Abstract

WEEK NO DATE WORK UNDERTAKEN REMARKS

17TH Feb- “A weekly report on the Apple iStore’s competitors in

1&2 26th Feb Hyderabad”-Submitted to the company Guide
Visits to various apple stores in Hyderabad for a
3 1st March- better understanding on the Product Placement
8th March within the store and a close observation on the third
party accessories available there.

4 10th “ Detailed study on the various IMC techniques which

March can be adopted by the company” It involved a
thorough understanding of the various strategies
& to implemented by the competitors like Tata Croma,
Ezone, Music World, Imagine etc.This was followed
by a presentation to the Company Guide.
5 22nd
March
23rd Discussion with the company guide for the framing of
6 March till the questionnaire along with the final preparation of
28th it in accordance with the attributes for framing of
March IMC techniques in future.
Pilot Study conducted at the iStore with direct
7 1st April- customer feedback. A total Sample of 30 People
9th April were taken for the same. This survey was taken to
check the study and to understand the factors
influencing buying decisions.
10th April- Analysis of the obtained data for the Pilot Study.
8 16th April With, this the following report was prepared for
Interim Submission.

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Table of Contents

Introduction
Introduction to the company ............................................................... 6
Scope of Retail in India ......................................................................... 7
Scope of Consumer Durables ............................................................... 8

Key Trends .......................................................................................... 8

Consumer Behaviour ............................................................................ 8

Integrated Marketing Communications ............................................. 8

Research Methodology ......................................................................... 10

Analysis ......................................................................................................
Factor Analysis .............................................................................11-13
Cluster Analysis ............................................................................14-16

Chi square Testing........................................................................16-18

Questionnaire ...................................................................................19-21

References ........................................................................................... 22

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List of Tables

KMO and Bartlett test ....................................................................................... 11

Total Variance..................................................................................................... 11

Rotated Component Matrix ............................................................................... 12

Variables in each factor ...................................................................................... 12

Component Transformation matrix.................................................................... 13

Agglomeration Schedule .................................................................................... 14

Dendogram ......................................................................................................... 15

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Chapter 1- Introduction

The retail sector is a significant contributor to the world GDP as it contributes roughly up to 27
percent and acts as the significant contributor to the overall economic activity of the world.Of
this, the organized retail contributes between 20 % to 55 % in various developing markets of the
world. The Indian retail Industry is pegged at $ 300 billion and is growing at over 13.5 % per
annum.And presently, organized retailing is about 5% and is expected to grow to 10 % by the
end of 2011.

Reliance Retail Limited (RRL) has embarked upon an implementation plan to build the state of
the art retail infrastructure in India which includes multi format store strategy of opening
neighbourghood convenience stores,hypermarkets,speciality stores and wholesale stores across
India.Relianc Retail Limited launched its first Digital Store format in April,2007. And since then
the operations are wide spreading.

Reliance Digital Retail Limited, under its name opened the first Apple iStore in Bangalore,2007.
This was done after a collaboration between Apple Inc. and Reliance Digital under which
Reliance Digital became the Apple Premium Reseller of all the products in India. Today, it has
presence of its stores all actross India covering cities like Jaipur, Bangalore, Ludhiana, Mumbai,
Chennai, Delhi, Pune, Ahemdabad & Hyderabad.These stores are designed keeping in mind the
class of customers which it caters to and is well equipped with the latest products and
accessories.These stores give the customers a unique touch and feel experience of the products .
The iStores also conducts various workshops and seminars across all its stores for the benfits of
the first time and prospective customers to gain some more knowledge on the products.

The company plans to open up another 25 retail outlets under the brand name iStore in the
coming years which will cover up all the major cities of India and will make it possible for all
the Apple lovers to get a different experience all together.

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Scope of Retail in India
In the past few years, India‟s retail journey seemed picture perfect with the most attractive
“stops” still unexploited and under-penetrated. Favorable demographics, steady economic
growth, easy availability of credit, and large scale real estate developments were fueling the
growth of India‟s approximately USD 25 billion organized retail market. The opportunity was
there for all to see and India was the destination of choice for top global retailers and with this
major companies like Reliance, Bharti and Tata‟s ventured with there high profile Retail stores.
The existing players like Big Bazaar, Shoppers' Stop, Piramyd are expanding to smaller towns
and cities. Many other business houses are planning to enter the retail sector either on their own
or through partnerships. New entrants like Reliance Retail Ltd and Wal-Mart are going to enter
the market soon. Even rural areas will provide a huge opportunity to be explored.

Perhaps, it will be a good news for retailers that the Indian market is surprisingly concentrated
and is likely to remain so and though this concentration makes it easier to reach shoppers it also
creates intense competition in specific parts of the country. Knowing where the high-potential
shoppers are located is only the first step in the game. Just as importantly, retailers need to think
about how their priorities will change over the coming years as Indian Shoppers and the
competition in the market evolve. According to Mckinsey report, India is likely to have a small
share and face intense competition. Second, organized retail will grow alongside traditional
retail, not usurp it.

Estimates and Predictions

The industry is estimated to be more than US$ 400 billion by a study of McKinsey.
The Economist Intelligence Unit (EIU) estimates the retail market in India to increase to
US$608.9 billion in 2009 from US$394 billion in2005.
A KPMG report says that the organized retail would grow at a higher rate than GDP in
the next five years.
The retail sector would generate employment for more than 2.5 million people by the
year 2010, says an analysis by Foi Management Consultants Ltd.

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Scope of Consumer Durables in India
The 2009 Cygnus report on the Indian Consumer Durables Industry says that the sector is
expected to reach a turnaround of around $ 40 billion by 2010 by growing at a CAGR of 23%
from 2007 onwards. Several Indian and MNC players are looking to strengthen their presence in
India to leverage this opportunity. Success in the long term will require firms to develop a wide
and robust distribution network, differentiate their products in areas of relevance to the consumer
and innovate in the areas of promotion , product financing ,etc. The product and approach to the
market need to be customized to suit the unique demands of the Indian market.According to a
study by the Mckinsey Global Indtitute (MGI), the Indian incomes are likely to grow three-fold
over the next two decades and India will become the world‟s fifth largest consumer market by
2025, moving up from its position in 2007 as the 12th largest consumer market .Further,
according to the data released by Visa which is the worlds largest retail electronic payments
network, by 2010 annual commercial spending in India is estimated at US $ 2.6 trillion.

Key Trends

Rising Income and availability of Financing.

Improved affordability of products.

High end customized products gaining ground.

Competition is expected to drive sales.

Entry of large retail players.

Increasing depreciation of Rupee.

Innovation in Advertising and Promotions.

Attractive locations of the stores.

Development in product technology.

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Consumer Behavior and IMC
The existence of the customer is integral to the existence of the retailer. The ability to understand the
customers the key of developing a successful retail strategy. To be able to satisfy the customers, it is
necessary to understand him, his needs and how he responds to the various marketing efforts which has
been undertaken by the retail organization. An integral of understanding the customers for the product
or service i.e, the target segment, and the demographics of this segment, their needs and buying
behavior. The decision making process by the customer is extensively examined. The consumers can be
studied in a variety of ways including through observations, electronic surveillance, interviews and
surveys, experimentation etc.

The most important application of consumer behavior study is the development of the
marketing strategy. The firms and organizations improve their marketing strategies by
understanding issues such as how-

The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.

Hence, Integrated marketing communication channels depends completely on the

behavior of the consumer and the effective promotions are advertising campaigns are
formulated based on a careful study on these.

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Research Methodology
Type of Research Design
Exploratory research is done at Reliance Digitals Apple iStore to understand the mindset of the existing
customers.

Information Needed
The data that was need for this report was collected through the primary sources and secondary
sources.

Data collection from primary sources

Observation method is used to collect the data from competitor’s advertising and promotional
strategies and survey method is used to understand the mindset of the consumers.

Data collection from Secondary sources

The organizations database , competitors website has been used along with visit to competitors store to
understand there promotions.

Instruments for collecting Data

The instruments used for collecting data are questionnaires.

Population
The customers coming to Apple iStore are examined for the same.

Sample size
A sample size of 30 people has been taken for this pilot study.

Analysis
Factor analysis, cluster analysis and chi-square have been applied to run the analysis on the data that
has been collected.

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 Factor Analysis
KMO and Bartlett's Testa
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy. .523

Bartlett's Test of Approx. Chi-Square 201.400

Sphericity df 153
Sig. .005
a. Based on correlations

From the KMO test we have concluded that factor analysis is applicable in this case.
Total Variance Explained
a
Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
Raw 1 4.523 25.611 25.611 4.523 25.611 25.611 1.938 10.975 10.975
2 2.903 16.438 42.049 2.903 16.438 42.049 1.535 8.690 19.665
3 2.191 12.408 54.457 2.191 12.408 54.457 3.454 19.557 39.222
4 1.969 11.148 65.605 1.969 11.148 65.605 2.000 11.323 50.546
5 1.298 7.352 72.957 1.298 7.352 72.957 1.469 8.319 58.864
6 1.091 6.179 79.136 1.091 6.179 79.136 3.580 20.271 79.136
7 .888 5.026 84.162
8 .664 3.763 87.924
9 .606 3.432 91.356
10 .433 2.452 93.808
11 .294 1.666 95.474
12 .249 1.409 96.883
13 .190 1.075 97.958
14 .136 .772 98.730
15 .084 .473 99.203
16 .062 .353 99.556
17 .042 .236 99.792
18 .037 .208 100.000
Rescaled 1 4.523 25.611 25.611 2.412 13.402 13.402 3.269 18.161 18.161
2 2.903 16.438 42.049 1.556 8.645 22.047 2.064 11.464 29.625
3 2.191 12.408 54.457 2.263 12.569 34.616 2.013 11.181 40.806
4 1.969 11.148 65.605 2.349 13.047 47.663 1.475 8.196 49.001
5 1.298 7.352 72.957 1.409 7.828 55.491 1.282 7.121 56.122
6 1.091 6.179 79.136 1.383 7.685 63.176 1.270 7.054 63.176
7 .888 5.026 84.162
8 .664 3.763 87.924
9 .606 3.432 91.356
10 .433 2.452 93.808
11 .294 1.666 95.474
12 .249 1.409 96.883
13 .190 1.075 97.958
14 .136 .772 98.730
15 .084 .473 99.203
16 .062 .353 99.556
17 .042 .236 99.792
18 .037 .208 100.000
Extraction Method: Principal Component Analysis.
a. When analyzing a covariance matrix, the initial eigenvalues are the same across the raw and rescaled solution. Page | 11
 From the total variance explained we can observe that 79.136 percent of the variance is
explained by the first 6 variables. Thus, by factor analysis we have able to reduce the data from
18 variables to 6 variables which is an appreciable reduction.

a
Rotated Component Matrix

Raw Rescaled
Component Component
1 2 3 4 5 6 1 2 3 4 5 6
How did you get to know
-.239 -.122 -.205 .327 .014 .128 -.259 -.133 -.223 .354 .015 .138
about Istore?
Which other Apple
-.226 .294 -.287 .127 .068 1.844 -.118 .154 -.150 .066 .035 .964
retailers do you visit?
Which communication
-.037 -.161 .082 .012 1.091 .035 -.033 -.142 .073 .011 .960 .031
channel attracts you the
What among the following
-.170 -.787 -.178 .323 .022 .094 -.159 -.736 -.167 .302 .020 .088
will make you consider
Product Placement within
.352 .139 .120 -.015 .042 -.008 .625 .247 .212 -.027 .074 -.015
the store.
Parking facility .698 .042 -.011 -.050 .132 -.022 .814 .049 -.013 -.059 .154 -.025
Movement within the store .380 -.040 .081 -.156 -.066 -.168 .604 -.064 .129 -.248 -.105 -.267
Ambience of the Store .304 .016 .019 .158 .064 -.031 .634 .032 .040 .329 .133 -.065
Technical Knowledge of
.561 -.072 -.020 .048 -.086 .007 .789 -.101 -.027 .068 -.121 .009
the sales team.
age .011 .357 .514 -.249 .248 -.212 .012 .403 .581 -.282 .280 -.240
profession .137 .083 .708 -.167 .065 -.097 .143 .086 .736 -.174 .067 -.101
income .039 .291 -1.577 -.187 .079 -.019 .024 .177 -.960 -.114 .048 -.011
What made you come to
.155 .034 -.051 1.257 -.013 .016 .119 .026 -.039 .967 -.010 .013
the Istore?
Availability of the Stock. .755 .012 -.071 -.072 -.396 -.010 .770 .012 -.073 -.073 -.404 -.010
Is this your first visit to
-.108 -.221 .095 -.021 .072 -.061 -.213 -.434 .187 -.041 .142 -.119
istore?
have you purchased from
.004 .171 .011 -.001 .012 -.050 .008 .339 .022 -.002 .024 -.099
istore earlier?
Did you buy any product? -.098 .279 -.002 -.001 -.059 .137 -.210 .599 -.005 -.002 -.126 .295
If no, then what was the
-.012 .619 .005 .087 -.020 .206 -.014 .720 .006 .101 -.023 .240
reason for not buying?
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.

From the above rotated component matrix we can find out the variables in each factors as
follows-

Factors Variables included

1.Factors for revisiting iStore 6,7,14,5,8,9
2.Income and buying frequency 17,18,12,16
3.Purpose of visit 10,11,15
4.Factors influencing them to come to iStore 1,13,4
5Communication channel 3
6.Preference. 2

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 Compone nt Transformation Matrix

Component 1 2 3 4 5 6
1 -.205 .135 -.595 .163 .009 .747
2 -.230 .061 .790 .092 .161 .533
3 .360 .578 .046 -.692 -.147 .184
4 .695 .075 .112 .558 -.405 .150
5 .439 .074 -.078 .099 .886 .012
6 -.315 .795 .004 .406 .049 -.317
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

Through the Component Transformation Matrix following observations were made-

Factor 1 was highly correlated with Factor 4.

Factor 2 was highly correlated with Factor 6 & 3
Factor 3 was highly correlated with Factor 2.
Factor 4 was highly correlated with Factor4 & 6.
Factor 5 was highly correlated with Factor 5.
Factor 6 was highly correlated with Factor 1 & 2.

Through this it can be concluded that , to make these factors highly efficient their correlated
factors should be first worked upon. For example, Factor 1 is highly correlated with Factor
4,hence, a customer should be induced more with various offers based upon his needs so that he
gets influenced by them and revisits Apple iStore.

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Cluster Analysis
Case Processing Summarya,b

Cases
Valid Missing Total
N Percent N Percent N Percent
30 100.0 0 .0 30 100.0
a. Squared Euclidean Distance used
b. Ward Linkage

Cluster analysis is a success as 100 percent of the respondents could be included in the analysis.
Agglomeration Schedule

Stage Cluster First

Cluster Combined Appears
Stage Cluster 1 Cluster 2 Coefficients Cluster 1 Cluster 2 Next Stage
1 11 15 .500 0 0 9
2 3 20 1.500 0 0 6
3 24 28 3.000 0 0 7
4 17 27 4.500 0 0 11
5 16 25 6.000 0 0 14
6 3 5 7.667 2 0 17
7 8 24 9.500 0 3 13
8 1 23 12.000 0 0 15
9 11 14 14.833 1 0 15
10 19 30 17.833 0 0 17
11 17 21 21.000 4 0 24
12 9 13 24.500 0 0 18
13 8 12 28.167 7 0 22
14 7 16 32.000 0 5 19
15 1 11 36.167 8 9 23
16 10 29 40.667 0 0 18
17 3 19 46.600 6 10 24
18 9 10 53.100 12 16 26
19 2 7 60.767 0 14 25
20 4 26 68.767 0 0 23
21 18 22 79.767 0 0 27
22 6 8 91.167 0 13 25
23 1 4 104.310 15 20 28
24 3 17 120.168 17 11 26
25 2 6 139.657 19 22 28
26 3 9 165.615 24 18 27
27 3 18 197.675 26 21 29
28 1 2 234.830 23 25 29
29 1 3 294.133 28 27 0
Page | 14
This agglomeration schedule explains the clustering process that took place within the 30
respondents.For example, in the first stage node 11 and 15 form the first cluster as the distance
between them is the least. This cluster formed a bigger cluster by clubbing with node 14 in stage
9.
* * * * * * H I E R A R C H I C A L C L U S T E R A N A L Y S I S * * * *
* *

Dendrogram using Ward Method

Rescaled Distance Cluster Combine

C A S E 0 5 10 15 20 25
Label Num +---------+---------+---------+---------+---------+

13 
26  
7 
15   
12  
29  
3   
8   
9   
19   
27  
14  
23   
4   
16   
25     
20    
1    
11    
2  
28  
17  
21   
10   
18  
22   
24  
30   
5  
6 

Page | 15
 The clustering process is illustrated by the dendogram above. From the dendogram it can be
concluded that at the distance of 15, 3 distinct clusters have been identified. Thus, we can
conclude that there are 3 categories of respondents In other words; the market can be stratified
into 3 distinct consumer groups. i.e.; aggressive, moderate and conservative.

Chi Square Testing

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Do you prefer buying
electronics online? * How
30 100.0% 0 .0% 30 100.0%
often do you engage
yourself with Internet

Do you prefer buying e le ctronics online? * How often do you engage yourse lf with Internet Crosstabulation

How often do you engage yourself with Internet

more than or
less than 2 less than 5 less than 7 equal to 7 none Total
Do you prefer buying no Count 6 1 1 4 3 15
electronics online? % within Do you
prefer buying 40.0% 6.7% 6.7% 26.7% 20.0% 100.0%
electronics online?
yes Count 3 2 1 8 1 15
% within Do you
prefer buying 20.0% 13.3% 6.7% 53.3% 6.7% 100.0%
electronics online?
Total Count 9 3 2 12 4 30
% within Do you
prefer buying 30.0% 10.0% 6.7% 40.0% 13.3% 100.0%
electronics online?

Observation-15 % of the respondents prefer buying electronics online and the rest 15% do not
prefer the same.It is also seen that respondents of prefer buying electronics online do the
maximum transactions online i.e. more than 7 transactions in a year. Here, lies a good scope for
the company to launch its own portal and it can start selling products online.

Page | 16
 Would you like to receive updates on new products * If ye s, the n preffered mode of communication? Crosstabulation

If yes, then preffered mode of communication?

sms email telephone newsletters n/a Total
Would you like to receive no Count 0 4 0 1 4 9
updates on new products % within Would you
like to receive updates .0% 44.4% .0% 11.1% 44.4% 100.0%
on new products
yes Count 5 12 1 1 2 21
% within Would you
like to receive updates 23.8% 57.1% 4.8% 4.8% 9.5% 100.0%
on new products
Total Count 5 16 1 2 6 30
% within Would you
like to receive updates 16.7% 53.3% 3.3% 6.7% 20.0% 100.0%
on new products

Observation-The majority of respondents would like to be communicated for new products and
offers.It is seen that they usually prefer email as the first choice of communication and the
second one is through an sms. Hence, the company can update them through the same.

Is this your first v isit to istore? * What made you come to the Istore? Crosstabulation

What made you come to the Istore?

location of pricing of the store
the store products ambience Total
Is this your first no Count 10 0 5 15
visit to istore? % within Is this your
66.7% .0% 33.3% 100.0%
first visit to istore?
yes Count 7 5 3 15
% within Is this your
46.7% 33.3% 20.0% 100.0%
first visit to istore?
Total Count 17 5 8 30
% within Is this your
56.7% 16.7% 26.7% 100.0%
first visit to istore?

Observation: The schedule shows that the location of the store is perfect. And there is no
problem to it. As most of the frequent visitors of iStore come because of the location of the store
as its centrally located.It is also seen that the store ambience attracts them to an extent but the
pricing of the product is of no importance as compared to the first time visitors.

Page | 17
have you purchased from istore earlier? * What among the following will make you consider Crosstabulation

What among the following will make you consider

extended
financing warranty
bundle offers discounts options scheme Total
have you purchased no Count 2 4 3 4 13
from istore earlier? % within have you
purchased from 15.4% 30.8% 23.1% 30.8% 100.0%
istore earlier?
yes Count 3 6 4 4 17
% within have you
purchased from 17.6% 35.3% 23.5% 23.5% 100.0%
istore earlier?
Total Count 5 10 7 8 30
% within have you
purchased from 16.7% 33.3% 23.3% 26.7% 100.0%
istore earlier?

Observation-Majority of the respondents who have purchased earlier from iStore look for offers
and discounts. Hence, it is really important to retain them as the competition is getting intense.
Also, a portion of customers have shown their interest towards the „finance options‟. Thus, the
store can tie up with a financial agent who can make things easy for the customers.

Is this your first v isit to istore? * Which other Apple retailers do you visit? Crosstabulation

Which other Apple retailers do you visit?

ezone croma hypercity none Total
Is this your first no Count 1 3 2 9 15
visit to istore? % within Is this your
6.7% 20.0% 13.3% 60.0% 100.0%
first visit to istore?
yes Count 0 5 4 6 15
% within Is this your
.0% 33.3% 26.7% 40.0% 100.0%
first visit to istore?
Total Count 1 8 6 15 30
% within Is this your
3.3% 26.7% 20.0% 50.0% 100.0%
first visit to istore?

Observation-It is seen that respondents who were not the first time visitors have been loyal
towards the store. A very small portion of them have been to other apple reseller which shows
there loyalty towards the company. Also, “Tata‟s Croma” is the most visited for apple products
after iStore.

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Questionnaire for Pilot study

I Deepam Jain a second year student at IBS, Hyderabad, is carrying out this survey
on behalf of Reliance Digital’s Apple Istore as a part of my Summer Internship
Project.I would be grateful and obliged if you could help me out with my project by
providing me with the required information.

Is this your first visit to Istore? Have you purchased from Istore earlier?
       
Yes No Yes No

Did you buy any product?

 
Yes No

If no, then what was the reason for not buying? How did you get to know about Istore?
□ Pricing □ Newspaper
□ Offers □ Magazine
□ Stock Availabilty □ Internet
□ Others □ Friends

Which other Apple retailers do you visit? How often do you come to Istore?
□ Ezone □ Once in 3 months
□ Croma □ Once in 6 months
□ Hypercity □ Once in a year
□ Imagine (ample) □ Frequently
□ Kompuserve

How often do you engage yourself with Internet Do you prefer buying electronics online?
□ Yes
Buying in a year? □ No

□ 1-2 times
□ 3-5 times
□ 5-7 times
□ More than 7 times

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Would you like to receive updates on new products Do you involve yourself into the company
And offers? organized events like- Roadshows,kiosks etc?
□ Yes □ Yes
□ No □ No

If yes, then preffered mode of communication? What made you come to the Istore?
□ Sms □ Location of the store
□ Email □ Pricing of the products
□ Telephone □ Promotional offers
□ Newsletters □ Store ambience

Which communication channel attracts you the What among the following will make you
Most? consider
□ Television A product?
□ Newspaper □ Bundle offers
□ Radio □ Discounts
□ Magazines □ Financing options
□ Billboards □ Extended warranty scheme by Reliance.

Would you recommend Apple Istore to your

friends?
□ Yes
□ No

Please rate the following based on your

experience-

Very
Good Average Poor Very poor
good

Location of the Store

Product Placement within the store.

Parking facility

Movement within the store

Ambience of the Store

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Technical Knowledge of the sales team.

Availability of the Stock.

Offers by Istore.

About You :

Name ______________________ Email _____________________

Age 18-25 25-35 35-45 45-55 55-65
Profession Student Self employed Professional Home maker
Income 10-20k 20-30k 30-40k 40-50k >50k

Thank you for your participation!

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References
Business world’s, Prosenjit Dutta,The Marketing White Book, 2010-2011,6th Edition-

“Organized Retail trends in India” & “Top ten key attributes before buying any product”

Kotler.P, Keller K, Koshy. A, Jha M,”MARKETING MANAGEMENT”,2009 13TH Edition.-

“Designing and managing Integrated Marketing Communications”

Schiffman L.G,Kanuk L.L,”CONSUMER BEHAVIOUR”,2002,7TH Edition-“Communication

and Consumer Behaviour”

Reliance Digital Retail Limted ,2007, Online portal for Apple iStore,www.istoreindia.com

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