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Since 1863, Spencer¶s has been a part of the Indian retail landscape. At one time, the Spencer¶s Empire stretched from
Peshawar to Cochin from Karachi to Chittagong, spanning the length and width of undivided India. Originally
owned by a British gentleman ± yes, there was a Mr. Spencer (John William Spencer, to be precise) ± it acquired Indian
ownership in the 1960s, and became part of the RPG Group in 1989.In 1995, RPG Enterprises, the flagship company
of the RPG Group, launched Foodworld as a joint venture with Hong-Kong based Dairy Farm International.
The joint venture, which operated supermarkets under thename ³Foodworld´ and hypermarkets under the name
³Giant´, was terminated in 2006. RPG retained 48 of the 93 stores it owned. These were re-furbished and their
launch under the brand name, Spencer¶s, kicked off a new phase in both the history of the Spencer¶s brand, and the
retail in India. Since inception Spencer¶s has been a consumer-centric brand, constantly innovating, pioneering
formats evolving over time but always keeping consumer needs and satisfaction center-stage. Back in 1920, we were the
first grocery chain in India. In 1980 we became the first supermarket chain, and in 2001, we introduced India to the joys of
hypermarket shopping.What has remained unchanged almost 150 years is the trust the Spencer¶s brand evokes. To the
consumer, it carries the promise of innovation, quality, and service; the confidence that they will always be able to find a
Spencer¶s at a convenient location; that it will have a pleasant ambience; and that it will offer a wide range of products at
affordable prices.

Spencer¶s is now recognised as a preferred destination by the target customer in its segment for all its apparel needs as it
offers a unique shopping experience where one can find quality and brand name at an affordable price. International iconic
brands like Beverly Hills Polo Club from USA (BHPC), and Ladybird, United Kingdom¶s favourite brand for kids has become
a part of our venture now. November 2008 saw the launch of these brands at Spencer¶s in the Shop-in-Shop format and the
second half of 2009 witnessed Spencer¶s foray into exclusive brand stores of BHPC in NCR. Today we have four standalone
stores of BHPC and in the coming three to four months, the count will increase to 20. Spencer¶s private labels have been
developed for every category (men, women, kids, footwear & accessories) and are finely crafted to offer a blend of fashion,
elegance, style and comfort

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¦
¦

¦
¦ is a chain of hypermarket in India, which caters to every family¶s needs and requirements.
This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and is an answer to the
United States¶ Wal-Mart. Big Bazaar has released the doors for the fashion world, general merchandise
like sports goods, cutlery, crockery, utensils, and home furnishings etc. at best economical prices.
Big Bazaar group offers more than 100 stores all over the country with an amalgamation of Indian
bazaars¶ feel and touch with a convenience and choice of the modern retail facilities. The retail format of
the Big Bazaar group includes Aadhar, Rural & Home-Town retail chain, Ezone home-improvement
chain, sportswear retailer, depot and music chain is few among others.
  
 ¦
¦
The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore Biyani. The
group do not promises more than what it delivers. Their basic attraction associated with reasonable prices
is their Unique Selling Price.
Though, the products Big Bazaar stores stocks might not be advanced, but the customers are assured to
avail the worth of the money spent by them. In 2001, the group opened its first store on the VIP Road,
Calcutta, which was the primary departmental store offering regulated services of parking, steel vessels,
apparel, electronics etc under the one roof at the competitive prices. Big Bazaar has become a massive hit
with lower middle-class and middle class people as a major client base.
At present, the Future Group comprises various formats and brands like Pantaloons, F123, Copper
Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart, HomeTown and Central. The
Big Bazaar has several stores located all over the India, among that Chennai, Hyderabad, Ahmedabad,
Bangalore, Kolkata, Pune, Mumbai and Delhi is those metro cities where the stores of Big Bazaars are
located.
    
¦
¦
Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one of the most favorite
sites among people of India for online shopping. FutureBazaar is an online business venture of Future
Group, which sells an assortment of products such as fashion, which includes merchandise for men and
women, mobile accessories, mobile handsets and electronics like home theatres, video cameras, digital
camera, LCD TVs, kitchen appliances and many more.
Discounts: ³Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and special
discounts were offered on Wednesday every week, to attract the potential buyers into their store.
Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article Surveillance
system, which detects the products that has attached tags or not.
Big Bazaar: This hypermarket chain was introduced in India by Pantaloon Retail (India) Limited. The
year was 2001. The first store opened in Kolkata and was followed by stores in Hyderabad and
Bangalore, in a short span of 22 days. These stores contributed over Rs 43 crores to the company¶s
turnover and over Rs 2.89 crores to the PBDIT in the first year itself. In 2006-2007 more Indians
discovered the value of shopping in Big Bazaar. Big Bazaar launched 27 new stores in 22 cities, covering
over 1.40 million square feet.

³Jo bazaar mein milta who sab yahan milta hai´ is how Rakesh Biyani Director Pantaloon Retail (India)
Limited describes Big Bazaar. The bazaar is a term commonly used for the market or market place.
Whenever any of us need anything the simplest way to get it is to go to the bazaar. Big Bazaar represents
a location where a customer can shop for anything that he needs for which he would normally visit a
bazaar or the markets.
Retail in India is still at a nascent stage. This case study has been prepared as a basis for discussions, on
evolving formats suitable for India.


 
 
 
Pantaloon Retail (India) Limited was incorporated as Manz Wear Private Limited in the year 1987. It
became a public limited company in 1991 and was renamed Pantaloon Fashions (India) Limited and then
Pantaloon Retail (India) limited in 1999. Over the years the company has accelerated growth through its
ability to manage change. It integrated backwards into garment manufacturing and expanded its retail
network at the same time. It launched three successful brands ± Pantaloon trouser bar denims and John
Miller shirts between 1987 and 1993.
The company introduced the concept of The Pantaloon Shoppe, an exclusive men¶s wear retail store,
which expanded across India from 1994-1998 . In the year 1997, Pantaloon moved to large format
lifestyle retailing with the launch of Pantaloons India¶s family Store. Pantaloon has grown to a 29 store
network and occupies 263,000 sq ft of the retail space. They contributed Rs 174 crores to the total
turnover of the company.
The management was aware that in retail, size mattered. The business revolved around volumes.
Lifestyles retailing did not rally provide these volumes the volumes came from the large Indian middle
class market that was waiting to be tapped. Big Bazaar ± the discount store ² was launched in the year
2001, to meet the aspirations of he middle class. In a short span of two years it had added a Food Bazaar
and Gold Bazaar to its ranges of offerings.
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Some of the in-store brands would include names such as Knighthood (for shirts), AFL (for all
technology-driven apparel such as `wrinkle-free'), Shyla (for womanswear), Pink & Blue (for children's
apparel), DJ&C (for denim wear), Shatranj (for ethnic apparel), Priviledge Club and Studio NYX (for
evening wear).

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Note :Vishal Megamart is now taken over by Sri Ram Group, However its stores are still been operated
With the same Brand name by its new management.

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As apparel retail is led by fashion, a player needs to keep a close watch on fashion amongst teenagers
as they are the trend setters. Role of Bollywood in spreading fashion needs to be understood.
Seasonal variations on stocking pattern and need to clear inventory at the end of season should be
understood by apparel retailer. Typically once an item is sold from the outlet, retailer ensures that
there is no repetition of same. It gets replaced by different design, style, colour. Importance of store
layout, décor is very critical. A browser visiting the store frequently likes to see changes in the layout
otherwise he may carry the impression that stocks are not moving out of the store. Category
management becomes very crucial function as transformation of design into production and delivery
has to be completed before fashion or fad changes in the market. 
This highlights the importance of sales promotions- short term activities which induces trade or
consumer to buy now rather than in future as the value of apparel after the season, goes down
substantially and inventory carrying burden turns out to be very high. Apparel retailer needs to
understand critical role of sales promotions. Attractive promotions induces purchase acceleration,
stock piling and brand switching on the part of a consumer which substantially reduces retailer¶s
financial and inventory risk and consumer¶s financial risk and psychological risk. 



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?        By 2005, 21 million of India¶s 210 million households already
earned more than $4,000 a year, qualifying them for membership in what we call ³the consuming
class.´ Based on McKinsey research, by 2015 the number of consuming class households will
likely triple to 64 million.
 ? *   As the lifestyles of India¶s prospering urban consumers have evolved, their
clothing needs have broadened, reflecting more varied usage occasions. For men, clothing
choices once came primarily in three basic categories: home-wear, work clothes, and special
occasionwear. Now, with more ³socializing´ opportunities, men are buying more sophisticated
combinations of outfits: party wear, sports wear, clothes for hanging out at the mall. Not long
ago, for example, men from India¶s northern regions only required a good dark suit or Sherwani,
the traditional long coat, to cover big occasions and important celebrations. But over the past
several years, men have begun to supplement those staples with expensive Westernstyle jackets,
and collared shirts²some in ³funky´ patterns and cut for a night on the town, others in stripes or
checks for casual meetings with important business associates. Today, Indians are more inclined
than consumers in other markets to buy apparel for a specific purpose. Indeed, 38 percent of
Indian respondents to a recent McKinsey study said they were highly likely to buy apparel for
special events²a significantly higher proportion than in Brazil (5 percent), Russia (3 percent) or
China (6 percent).2 Family celebrations and weddings continue to eat up an enormous share of
Indian consumers¶ clothing budgets.

?    
 Historically, the men¶s apparel market in India has been
significantly larger than the women¶s apparel market. With only 20 percent of India¶s urban
women in the workforce, women¶s wardrobes have traditionally been limited to home wear and
items for special occasions. Now, women are more willing to dress differently when they venture
beyond the home²to shop, for example, or visit a school or office.

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   !  Increasingly, Indian consumers are embracing
the idea of fashion for its own sake, as a means of self-expression, and not merely as a functional
purchase. Television, movies, advertising and the Internet bombard today¶s Indian consumer with
new ideas about style, even as American-style shopping malls lure them away from traditional
marketplaces. Traditional clothing remains central to the way consumers dress, and the quality
and craftsmanship of classic Indian clothing have drawn rave reviews in recent years from some
of the world¶s leading designers, style magazines, and fashion blogs. In a recent McKinsey
survey of Indian consumers, 62 percent said they thought it was important to ³keep up with
trends.´ More than ever, Indian consumers are experimenting with combining styles, as seen in
the recent ³Indo-fusion,´ boom, which mixes the silhouettes of the East with the comfort cut of
the West.

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An understanding of consumer behaviour is of critical importance to all personnel engaged in
any form of marketing activity. This understanding enables the marketers to find behaviour of
consumers, to influence their behaviours and to manipulate the influencing variables to gain
advantage. The growth in the size of companies and markets has given birth to the marketing
research. The consumer behaviour, the focal point of marketing, is being researched very widely
throughout the world. The products are designed to fit into the consumers' perceptions. The
products are distributed as per the consumers' convenience and advertised to communicate
consumers and ultimately influence their behaviour in favor of its offers. The stakes in the
businesses are very high and competition is too stiff. A business involves application of a large
amount of capital, hence, the failure of a business is a very risky proposition. Therefore, it is
desirable to assess the consumers¶ behaviour and their preferences in order to remain competitive
in the market. Keeping these into consideration , an attempt was made to know the nature of
purchase by the consumers of NCR Region. The information presented in the above table
indicates that more than two third of the respondent in the sample prefer to purchase their
product on cash as it was indicted by 56.66% respondents in the sample. Very few respondents
prefer to purchase on credit. As it was indicated by 15% respondents in the sample. Almost one
fourth 28.33% respondents indicated that they prefer both depending upon the situation.

The consumers¶ buying patterns, according to researchers, is an area for in-depth study for
suggesting different useful marketing strategies. In the present era, the information technology is
growing at very fast rate. This has created tremendous competition in the market. The recent
developments in information technology, globalization of businesses and liberalization of the
Indian economy have enhanced the importance of consumers' behaviour. This has provoked an
interest in examining the consumers¶ behaviour, various factors influencing the consumers¶
behaviour, their motives determinants and their decision making process. The success of a
Hyper-market shop will depend upon the customers preference of their preferred place of
purchase. Keeping this into consideration, an attempt was made to know the place of purchase by
the Consumer of NCR region.

Sales promotions create excitement and involvement among the target segment. Introductory
offers with either discounts or sales promotion enable the consumer to try out a new brand in a
familiar category. . Trial is necessary for any new brand which has the disadvantage of not
having the equity enjoyed by well established brands. Sales promotion can bring in consumers
who may have otherwise not done so to try the product. A company entering the market late in
the consumer durables categories can alter consumer preference pattern significantly with an
appropriate and powerful sales promotion schemes.
With the culture of freebies and discounts spreading widely in the Indian context, brands need to
consider their implications before embarking on a discount strategy. Price discounting not only
affects the profitability of brands, it also affects their equity. For example, when two major
detergent brands cut their prices by significant levels, what kind of perception would it create
among consumers is an important implication from the viewpoint of marketing

Modern retailing, though it accounts currently for only nine per cent of the total
retailing market in India, has to draw more consumers belonging to the middle class or upper
middle class by offering unique bundles of sales promotions. In fact, this aspect may be a
compelling reason for shoppers to visit the departmental store. A consumer may plan for "an
unplanned impulse" in a departmental store known for offering such bundled sales promotions.
The consumer gets used to sales promotions at the store and expects to take advantage of it,
though she may not clearly know what is likely to be on offer when she makes a visit. Keeping
these factors into consideration , an attempt was made to know the effectiveness of different
factor like product factor, service/convenience factor and promotional factor which a consumer
give preference while making a purchase decision. For this purpose, the questions in the
questionnaire were categorized and evaluated according to these factors .





 8.1c %
 
Strengths

  &Retailing is a ³technology intensive" industry. It is technology that will help the
organized retailers to score over the unorganized retailers. Successful organized retailers today
work closely with their vendors to predict consumer demand, shorten lead times, reduce
inventory holding and ultimately save cost.


"  
: On an average a super market stocks up to 5000 SKU's (Stock
keeping Units) against a few hundreds stocked with an average unorganized-retailer.


# " ": Despite high footfalls, the conversion ratio has been very low in
theretail outlets in a mall as compared to the standalone counter parts. It is seen that actual
conversions of footfall into sales for a mall outlet is approximately 20-25 percent. On the
other hand, a high street store of retail chain has an average conversion of about 50-60
percent. As a result, a stand-alone store has a ROI (return on investment) of 25-30 percent; in
contrast the retail majors are experiencing a ROI of 8-10 percent.

 #

: Retail chains are yet to settle down with the proper merchandise mix
for the mall outlets. Since the stand-alone outlets were established long time back, so they have
stabilized in terms of footfalls & merchandise mix and thus have a higher customer loyalty base

   
  
' -The Indian middle class is already 30 crore & is projected to grow to
over 60 crore by 2010,making India one of the largest consumer markets of the world. The
'%(c )c% projections indicate that by 2015 India will have over **   

 +,± reflecting the enormous opportunities possible in the    




×  
 : In India it has been found out that the top 6 cities contribute 66 percent
of the total organised retailing. While the metros have already been exploited, the focus has now
been shifted towards the tier-II cities.The 'retail boom' of which 85 percent has so far been
concentrated in the metros, is beginning to percolate down to these smaller cities and towns. The
contribution of these tier-II cities to total organised retailing sales is expected to grow to 20-25
percent 

21




- 
  :If the unorganized retailers are put together, they are parallel to a large
supermarket with little or no over-heads, a high degree of flexibility in merchandise, display,
prices and turnover.

c  
&Shopping culturehas not developed in India as yet. Even now malls are just
a place to hang around, largely confined to window-shopping.