Project of Ril

SRIRAM BUSINESS SCHOOL, GREATER NOIDA
Ranger Farms
“Location analysis of Ranger farm in Delhi NCR”

Tughlakabad store
A Research Report
Faculty guide: Industry guide:

Dr.Ajay Kumar Mr. K Dive
Submitted by
Pardeep kumar
A research was proposed to study the opportunities for Reliance ranger farms in Retail market. India is
the fifth best market location for Retail in the world this emerging market is witnessing a significant
change in its growth and investment pattern. Both existing and new players are experimenting with new
retail formats . Research proposes to understand, analyse and recommend ways to harness this golden
and untapped opportunity.
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Reliance ranger farms
PREFACE
Business research methodology is designed to share the stimulating, challenging,
fascinating and sometimes the frustrating world of research – supported design of an
execution of a research proposal. In this research we all have collected both primary and
secondary data on the company and tried to analyze both using various research tools.
Some of the research tools discussed in this research are empirical, conceptual,
descriptive and analytical.
For several years researcher practitioners have been exhibiting increasing interest in
qualitative research methodologies. In their search for insights they are using their
qualitative techniques more frequently. Confusions regarding the meaning and concepts
can destroy a research study’s value without the researcher or client even knowing it. If
words have different meaning to the parties involved, then the parties are not
communicating well. Definitions are one way to reduce this danger.
Researcher struggle with two types of definitions: dictionary definitions and operational
definition. In this research we have tried to significantly use both the definitions so as it
does not destroys the meaning or the study value inculcated.
Proposition is defined as the statement about observable phenomena that may be judged
as true or false. When a proposition is formulated for empirical testing that it is known as
hypothesis. As a declarative statement about the relationship between two or more
variable, a hypothesis is of conjectural and tentative nature
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TABLE OF CONTENTS
Chapter No. Subject Page No
Ch.-1.0 Executive Summary 4
Ch-2.0 Critical Review of Literature 6
Ch.-3.0 Research Methodology 20
3.1 Primary Objective(s)
3.3 Research Design
3.4 Sample Design
3.5 Scope of the Study
3.6 Limitations
Ch.-4.0 Profiles 29
4.1 Industry Profile
4.2 Company Profile
4.3 SWOT analysis
Ch-5.0 Location analysis 40
Ch.-6.0 Questionnaire 52
6.1 Analysis
Ch.-7.0 Recommendations 67
Ch.-8.0 Bibliography 71
Ch –9.0 Appendix 73
Ch-10.0 conclusion 74
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CHAPTER 1
EXECUTIVE SUMMARY
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Chapter 1
Executive Summary
People don't care how much you know until they know how much you care - about
them and their problems." Robert Cavett -
In the modern day market customer is said to be the king, the companies in order to earn
profits and create value based services and good products will always have to consider
the consumers & their problems into consideration with expansion in new market and
sector.
The primary objective of the producer is to develop products which would optimally
satisfy the consumers &also achieving economies of scale to survive in the industry.
This model will start with the consumer behavior pattern and will further penetrate into
in-depth analysis internal, external and other influences that are relevant for the purpose
of this study, while the second part study’s about the correlation between consumer
behaviors & market share of Reliance ranger farms in India , with exploration into Retail
market in India where the big player like Wal-Mart, covers major world market .
The Indian retail sector is going through a transformation and this emerging market is
witnessing a significant change in its growth and investment pattern. Both existing and
new players are experimenting with new retail formats. Currently two popular formats
hypermarkets and supermarkets are growing at a rapid pace. Apart from the brick –
mortar formats, brick -click and click-click formats are also increasingly functional on
the Indian retail landscape. Consumer dynamics in India is also changing and the
retailers need to take note of this and formulate their strategies and tactics to deliver the
exact expected value to the customer. In the backdrop of all these developments the
present paper makes an attempt to:
 Explain the emerging trends in the development of Modern Retail formats in

Indian Context and Highlights the emerging Rural Retail Landscape and also,
 Reveals the Consumer Shopping Behavior (Across the Country) among the
Modern Retail Formats with special reference to Delhi & NCR.
The empirical data has been collected with the help of Primary as well as secondary
resources.
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CHAPTER 2
CRITICAL REVIEW OF LITERATURE
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Chapter 2
Consumer behavior refers to "Behavior that consumers display in searching for,

purchasing, using, evaluating & disposing of products & services that they expect will
satisfy their needs"
Consumer behavior is "The study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences,
or ideas to satisfy needs and the impacts that these processes have on the consumer and
society." UNDERSTANDING consumer behavior is the key to success in the
marketplace. Companies are constantly looking at customer behavioral patterns to
predict future trends.
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. It is a subcategory of marketing that blends elements from psychology,
sociology, socio psychology, anthropology and economics. It attempts to understand the
buyer decision making process, both individually and in groups. It studies characteristics
of individual consumers such as demographics, psychographics, and behavioral
variables in an attempt to understand people's wants. It also tries to assess influences on
the consumer from groups such as family, friends, reference groups, and society in
general.
Marketers in recent times have realized the importance of marketing orientation, and
this is being reflected in the application of marketing mix elements. Consumer needs are
fundamental to the formulation of any marketing strategy, from developing a
communication plan to offering a discount sale. It may be worthwhile to explore the
intricate aspects of consumer behavior which focus on 'consumer needs'. These concepts
enable marketers to analyze the applicability of strategies planned by them.
It is, of course, true that no manager has the power, the ability or the knowledge to
measure and tweak everything he does in order to make the consumer dance to his tunes,
yet this is something the average manager finds difficult to admit. One should at least be
aware of this control trap.
Even though we cannot know everything that is to be known, we do need some in-depth
knowledge about the consumer, starting with who she is. Is there a real Indian consumer
or is there a set of stereotypes? All conventional wisdom in market research tends to
favors the view that there are distinct types, and we need to isolate them according to
some parameter and label them.
Once the appropriate sub-group for study, say, the affluent urban school leavers or cash-
crop farmers, or whoever, is taken up, all quantitative study is abandoned. The focus
then shifts entirely to what actually happens at the point of action. How does the 18-20
year old choose his music, his cafe, his two-wheeler, and his brand of soft drink or
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readymade clothes? Where does his initial thrust towards
The purchase comes from? Who matters most to him as a source of information? Who
are his reference groups? How does he test out the product? How much does a brand
matter in this category to him?
Table: - Selected Consumer Behavior Roles
Roles Description
Initiator Initiator is the individual who determines that some need or was not
being fulfilled and authorizes a purpose to rectify the situation.
Gate keeper Influences the family's processing of information. The gatekeeper the
greatest expertise in acquiring and evaluating the information
Influencer Influencer is a person who, by some intentional and unintended word

of action, influences the buying decision, actual purchase 0 use of
product.
Decider The person or persons who actually determine which product (service
will be chosen.)
Buyer Buyer is an individual who actually makes the purchase transaction.
User User is a person most directly involved in the use or consumes the purchased
product.
Development of the Field of consumer Behavior
For a variety of reasons, the study of consumer behavior has developed as an important
and separate branch in marketing discipline. Scholars of marketing had observed that
consumers did not always behave as suggested by economic theory. The size of the
consumer market in all the developed and rapidly developing economies of the world
was extensive. A huge population of consumers was spending large sum of money on
goods and services. Besides this, consumer preferences were shifting and becoming
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highly diversified. Even in case of industrial markets, where the need for goods and
services is generally more homogeneous, buyers' preferences were becoming diversified
and they too were exhibiting less predictable purchasing behavior.
Important factors that contributed to the development of consumer behavior as a

marketing discipline include shorter product life cycles, increased environmental
concerns, interest in consumer protection, growth of service marketing, opening up of
international markets and the development of computers and sophisticated techniques of
statistical analysis.
Consumer Behavior Application in Marketing
Consumer behavior principles are applied in many areas of marketing as discussed

below:
Analyzing market opportunities
Consumer behavior study helps in identifying the unfulfilled needs and wants of
consumers. This requires examining the trends and conditions operating in the
marketplace, consumers' lifestyle, and income levels and emerging influences. This may
reveal unsatisfied need and wants. The trend towards increasing number of dual income
households and greater emphasis on convenience and leisure has led to emerging needs
for household gadgets. All these opportunities can be determined ones the consumer
behavior is studied.
Selecting target market:
A review of marketing opportunities often helps in identifying distinct consumer

segments with very distinct and unique wants and needs. Identifying these groups,
learning how they behave and how they make their purchase decisions enables the
marketer to design and market products or services particularly suited to their wants and
needs.
Marketing - mix decisions:
Once unsatisfied needs and wants are identified, the marketer has to determine the right
mix of product, price, distribution, and promotion. Here too, study of consumer behavior
is very helpful in finding answer too many perplexing questions.
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Product: The marketer designs the product or services that would satisfy unfulfilled
needs and wants. Further decision regarding product concerns to size, shape and features.
The marketer has also to decide about packaging, important aspects of service,
warranties and accessories etc.
Price: The second important component of marketing mix is price. Marketers must
decide what price should be charge for the product or the services. These decisions will
influence the flow of revenue to the company. Should the marketer charge the same,
higher or lower price in comparison to competition? Is the consumer price sensitive and
would a lower price stimulate sales? Should there be any price discounts? Do consumers
perceive lower price as being indicative of poor quality?
To answer these questions, the marketer must understand the way the company's product
is perceived by the consumers. It is only through consumer behavior study in actual
buying situations that the marketer can hope to find answers to these important issues.
Distribution: The next decision relates to the distribution channel, that is, where and
how to offer products and services for sale. Should the products be sold through all retail
outlets or through selected outlets or should company be involved in direct channeling
for the products? Is the location of the dealers important from the consumers' point of
view? Should the company think of direct marketing?
The answers to these questions are furnished by consumer behavior research.
Promotion: Promotion is concerned with marketing communications to the consumers.

The marl' important promotion methods are advertising, personal selling, sales
promotion, publicity and marketing. The marketer has to decide which method would be
most suitable to effectively reach the consumers. Should it be advertising alone or should
it be combined with sales promotion? The company has to know the target consumers,
their location, what media do they access to and what are their media preferences, etc.
To get the desired results the marketer always looks for the consumer behavior and
buying pattern the target consumers in the respective locations.
2.2 Model of consumer behavior
Understanding consumer behavior and "knowing customers," have and never will be
simple. Consumers may say one thing but do another. They may not be in touch with
their deeper motivations. They may respond to influences that change their mind at the
last minute. These issues have lead to theories like that of the black box approach taken
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on by Futrell. It refers to how marketers are not able to tap into consumer minds, thus
"keeping them in the dark." In other words, marketers can apply various stimuli and
observe the conduct of consumers, but they cannot observe the consumers' actual thought
processes.
This hidden Information is considered to be the black box. In an attempt to obtain some
understanding, marketers study consumer behavior. Many researchers describe consumer
behavior as the study of individuals or groups and the mental, emotional and physical
processes they use to select, obtain, consume and dispose of products or services, to
satisfy needs and wants, and the impact that these processes have on the consumer and
society.
There are numerous models trying to explain consumer behavior. These models
generally deal with various stimuli, influential factors, the decision-making process and
outcomes. Some models are very basic and categories all variables such as the one
proposed by Kotler's, which is illustrated in figure 3.1
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2.3 Internal factors influencing consumer behavior
Internal influences are able to playa huge role in affecting a consumer's behavior and
include the following issues namely, perception, memory, learning, attitude, motivation,
and emotion.
2.3.1 Perception
Perception has been defined as the process by which an individual selects, organizes and
interprets information inputs to create a meaningful picture of the world Consumers are
constantly bombarded with information every day. Information processing is susceptible
to a consumer's perceptual defenses, namely selective attention, selective perception and
selective retention. It is impossible for consumers to allocate their time and effort in
addressing each bit of information. Therefore, this concept is known as selective
attention
Selective perception refers to the way which all consumers, either adults or children,
perceive the information they have given their attention to. There is a tendency to
manipulate and interpret information into personal meanings that will fit consumer
preconceptions.
2.3.2 Memory
A person's memory is the total accumulation of prior learning experiences. It consists of

two interrelated components, namely short-term and long-term memory. The former,
otherwise known as working memory, is that portion of total memory that is currently in
use. The amount of information that it can store is limited thus making it an active,
dynamic process and not a static structure.
Short-term memory houses two types of information processing activities: elaborative

activities and maintenance rehearsal. Elaborative activities are defined as: " ... the use of
previously stored experiences, values, attitudes, beliefs and feelings to interpret and
evaluate information in working memory as well as to add relevant previously stored
information. An example is that of a child using his existing knowledge, on ice-skating,
in learning how to use a pair of roller blades.
Maintenance rehearsal on the other hand is something quite different and is defined as
follows: " ... the continual repetition of a piece of information in order to hold it in
current memory for use in problem solving or transferrable to long-term memory"]. A
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scholar repeating mathematics formulas or definitions several times, in preparation for a
school test, is a typical example of maintenance rehearsal.
Long-term memory, the second component of memory, is seen as being unrestricted in

the quantity or quality of information it is capable of storing. Remaining with the topic at
hand, a difference between explicit and implicit memory needs to be addressed.
When a consumer makes a conscious recollection about an event (such as a trip to the
local cafe) they were exposed to, then they are making use of their explicit memory. An
example of implicit memory usage would see how a consumer tries to non-consciously
retrieve a previously encountered stimulus that refers to an association with a brand.
2.3.3 Learning
Learning is the term used to explain the procedure by which a consumer's memory and
behavior are altered as a result of conscious and non-conscious information processing. It
has been suggested that learning comprises of two types, namely declarative and
procedural. Declarative learning involves the subjective facts that are known (for
example, that wheels, a saddle and pedals are components needed in riding a bicycle),
whereas the procedural learning refers to the understanding of how these facts can be
used (knowing how these components can be used in actually riding a bicycle)
It is crucial for marketers to acquire a thorough understanding of what consumers know

(or don't know) for a simple reason - what consumers buy, how much they will pay,
where they buy and when they buy are influenced by the knowledge they possess. Such
understanding may lead to discovering significant gaps in consumer learning that, when
closed, will increase the likelihood of a purchase. A misinformed consumer, for instance,
may not understand how a product works, resulting in the product not being purchased or
used correctly
User knowledge refers to the way a product can be used and what peripherals are needed
in doing so. The adequacy of consumers' usage knowledge is important especially
because of the fact that uninformed consumers will less likely buy the product .The way
that some rural African people are taught the basics about using toothpaste as part of oral
healthcare.
It should be mentioned that a purchase that has been made by a customer who is either
uninformed or misinformed, can still result in a negative evaluation due to not being able
to use or consume the product in the correct or intended manner. A common example is
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that of a consumer who has just bought a cell phone airtime recharge voucher but does
not know how to use it.
2.3.4 Attitudes
Attitudes refer to a consistent favorable or unfavorable orientation towards objects,

concepts or situations. Attitudes consist of three components, namely cognitive, affective
and behavioral. The cognitive component houses a person's knowledge and beliefs about
an object. An example would be that a consumer believes that all convenience stores are
open twenty four hours a day. The affective component represents a person's feelings
about an object. A child, for instance, may love the smell of freshly baked cookies in a
retail store. The behavioral or cognitive component refers to a person's action or
behavioral tendencies toward an object or activity. The way a consumer makes the effort
to buy and eat her preferred chocolate illustrates this point.
Attitudes can be used to predict consumer behavior. Attitudes are usually good predictors
when they are measured at a time relatively close to when the behavior is to take place
generally speaking. To demonstrate this, consider asking a child what he plans on doing
for the weekend on a Friday. His reply should be relatively accurate. However, his
answer would be less accurate if were asked the same question a month earlier. This
suggests that the ability to predict future behavior will depend on the time interval
between when attitudes are measured and when the to-be-predicted behavior actually
takes place.
Even a fairly short time interval does not necessarily ensure accurate. For instance, what
happens if the child plans on spending the weekend at a friend's house but his parents
plan on taking him elsewhere?
On occasion, it is believed that social influences can affect behavior to a greater extent
than personal attitudes. This has been deducted from the theory of reasoned action -
stating that behavioral intentions are determined by either attitudes or subjective norm
(perceived social influence)
Attitudes are often formed as a result of an experience a consumer has had with a product
or service. The way a consumer regularly buys staple items from the same convenience
store is an example. It must also be noted that experience is sometimes not needed in
enabling a consumer to form an attitude For example, a child that has never played the
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computer game 'Tomb Raider' may have a positive attitude towards it just by having
watched the movie.
2.3.5 Motivation
Motivation is generally referred to as a creation representing an unobservable internal

force that stimulates and compels a behavioral response and provides precise direction to
that response
A person is said to be motivated when his or her system is aroused and driven towards a
behavior in satisfying a desired goal. The stronger the drive is, the greater the perceived
urgency of response will be. To a consumer, this drive can be viewed as either a need or
a want. To illustrate the difference, consider a thirsty child buying a cold drink in a retail
store. The child needs something to drink and can buy anything within his financial
limits. The problem arises when he wants a 'Powerade' but can't afford it. He can,
however, satisfy his need by buying another beverage. There are a number of factors that
can act as catalysts in motivating consumers. The more prevalent ones, which include
product consumption and acquisition; time; changed circumstances; individual
differences and marketing influences will be discussed in the section dealing with need
recognition.
I. Maslow's theory
Psychologist Abraham Maslow postulated that what motivates people to act is unfulfilled
needs and that people meet certain basic needs before being highly motivated to meet
other needs. People acquire their motives through genetic endowment and social
interaction, some being more important than others.
In general, according to Maslow's macro theory, people first try to meet the needs at the
bottom of the hierarchy - the physiological needs, such as the needs for food and rest as
the needs in the bottom categories become satisfied, people move on to fulfilling needs in
the higher categories, such as the needs for safety, affiliation, esteem and self
actualization
Some studies have concluded that once a consumer has satisfied a need that particular
need ceases to motivate the consumer. Subsequently another more important need is then
pursuit by the consumer. To illustrate this point, consider a hungry child. Once the child's
hunger has enticed him to buy and eat a pie, he will no longer be hungry and therefore
not seem interested in pursuing his need for hunger.
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However, he might now be thirsty - this need will be his new motivation. Other studies
have taken the view that lower-order needs never stop motivating consumers. Continuing
from the previous example, the child may still want to pursue his hunger need, as he may
also desire to eat a packet of sweets.
While Maslow's hierarchy of needs has been criticized as lacking empirical research to
sustain its validity, it can help marketers in many ways. The model suggests some of the
many needs that may motivate consumers to partake in an exchange. For example,
manufacturers of cigarettes need to think not only in terms of meeting a consumer's
needs for something to smoke, they can also serve affiliation needs. The marketers of
'Marlboro' cigarettes have successfully branded the product as a symbol of masculinity in
the Western world - something a smoker may want in achieving his affiliation needs.
The only caution to bear in mind is that of distinguishing between adult needs and
children needs ¬something that this report hopes to shed some light on. A child, for
instance, may believe that sweets are important whilst an adult may disagree.
2.3.6 Emotions
An emotion is referred to as a strong, mental or instinctive feeling that affects consumer's

behavior due to its virtually uncontrollable nature. A few of the physiological changes
that take place include increases in perspiration, blood pressure, heart rate and blood
sugar levels. In addition, eye pupil dilation and more rapid breathing can also be present.
All consumers experience different emotions at different times. These emotions are often
triggered by environmental influences. There are, however, times when an individual's
internal processes acts as a catalyst, therefore making it an issue that needs to be
addressed as it is another form of internal influences found in the model of consumer
behavior.
The degree of emotion will often depend on the individual and can vary from a mild
emotion to an extreme one. Subsequently associated behaviors’, such as anger leading to
violence, come into effect. In addition, an individual also experiences subjective feelings
such as jealousy and fear. Consumers often recall these subjective feelings as being their
emotions. Cognitive thought, however, is the accompanying aspect when these emotions
take place. In other words, people start to think in varying degrees, particularly children.
A child, for instance, may lose self-control over being frustrated or simply being bored.
2.4 External factors influencing consumer behavior
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External influences playa significant role in affecting a consumer's behavior and include
the following issues namely, culture, subculture, social stratification, demographics,
Geographic’s, families, and marketing activities.
2.4.1 Culture
Culture is referred to as the complex whole that includes knowledge, belief, art, law,
morals, customs and any other capabilities and habits acquired by humans as members of
society. Culture includes abstract and material elements. It influences attitudes, values,
personality types, and religion and material possessions and so on.
Culture is of a scholastic nature and is acquired. Unlike animals, whose behavior is more
instinctive, humans are not born with norms of behavior. Instead, they learn their norms
through imitation or by observing the process of reward and punishment in a society of
members who adhere to or deviate from the groups. This explains the way a growing
child acquires a set of values, perceptions, preferences and behaviors through his or her
family and other key institutions Consumers are seldom aware of how culture influences
their lives. Consumers think and act in similar ways as do other consumers simply
because it feels "right." This explains why certain human behavior may be acceptable to
some cultures and yet on the other hand, manages to offend other cultures. It generally
boils down to how people share a common set of convictions that organize and relate
many specific attributes
Culture is inculcated - it is passed down from one generation to the next through
institutions such as family members and. It should be noted that culture is also adaptive
as culture evolves, it may be possible to associate benefits of a product or brand with new
values or it may be necessary to change the product if that value is no longer gratifying in
society. This can easily be verified by watching a television show from the seventies.
This issue has given rise to something referred to as cultural borrowing - a responsible
effort.
To borrow those cultural ways as seen helpful in the pursuit for better solutions to a
society's particular problems For example, South Africans may follow the
Dollarpean fashion industry trends. Finally, culture is regarded as a comprehensive
concept, thus including almost everything that influences a person's thoughts,
feelings and behaviors.
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2.4.2 Social stratification, demographics and geographies
Social stratification refers to an influence that affects the ways consumers behave.
Virtually all societies exhibit social stratification. The respective social classes that
emerge are relatively homogenous and enduring divisions in society, which are
hierarchically ordered and whose members share similar values, interests and behavior.
In other words, a person is ranked according to one or a few dimensions valued by
society such the amount of money one earns or where one lives. The result of social
structuring subsequently reflects a community's expectations for a lifestyle among each
class as well as the positive or negative social estimation of honor and respect given to
each class.
Occupation is often seen as the best single indicator of social class in the field of
consumer behavior. One of its benefits is in examining different consumption patterns
and behaviors. For example, does a good occupation provide a better salary, which in
turn allows more consumption? A further step in this direction takes a look at a related
to possessions. Possessions are symbols of class membership - not only the number or
quality of possessions, but also the nature of the choices made an example is that of a
child who is able to buy more sweets than another due to having more pocket money
because of wealthy parents. In addition, the wealthier child can also buy branded sweets
as opposed to generic ones. Products and brands often seek to be positioned as symbols
of status.
With regard to demographics (the study of characteristics of a human population) and

Geographic’s (the study of characteristics of a geographical region), the only issue that
needs introduction for the time being is that of different types that are able to influence
consumer behavior and social stratification. A list of potential geographic categories
includes population size, density, climate and region. An inventory of possible
demographic categories includes age, gender, race, occupation, religion, family size,
nationality, education and income. As consumer wants, preferences and usage rates are
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often associated with demographic and geographic variables, it is expected that the
demographics of the targeted Millennial Generation will heavily influence the
ecommendations to the respective retailers.
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Primary Objective
3.2 Hypothesis
3.3 Research Design
3.4 Sample Design
3.5 Scope of the Study
3.6 Limitations
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CHAPTER 3
Research Methodology
Research is a common parlance which refers to search for knowledge. Research is an
organized inquiry carried out to provide information for solving problems. More
specifically, it is the process of determining, acquiring, analyzing and synthesizing, and
disseminating relevant data, information and insights to decision makers in ways that
mobilize the organization to take appropriate actions that, in turn, maximize business
performances. A good research generates data that is derived by proficiently conducted
reference which is used reliably for decision making. In a good research methodology the
purpose is clearly defined, design and process is thoroughly planned, highly ethical
standards are used and the researcher makes decisions passably for decision maker’s
need.
TYPES OF RESEARCH
Descriptive Research – it includes surveys and fact finding enquiries of different

kinds. Its major purpose is to describe the state of affairs as it exists at present and
the researcher has no control over the variables.
Analytical Research – in this type of research the researcher uses facts and
information already available to analyze, to make a critical evaluation of the
material.
Applied Research – it aims at finding the solution for an immediate problem

faced by the industry/business organization like identifying social, economic or
political trends that may effect a particular institution or the evaluation of the
marketing research.
Fundamental Research – it is concerned with the generalization and with the

formulation of a research study concerning some natural phenomenon or relating
to pure mathematics or concerned human behavior.
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Quantitative Research – it is based on the measurement of the quantity or
amount. It is applicable to phenomenon that can be expressed in terms of quantity.
Qualitative Research – on the other hand is concerned with qualitative

phenomenon, i.e. phenomenon related or involving quality or kind. Such kind of
result is especially important in the behavioral sciences where the aim is to
discover the underlying motives of human behavior.
Conceptual Research – it is related to some abstract idea or theory and is

generally used by philosophers and researchers and thinkers to develop new
concepts or to reinterpret existing ones.
Empirical Research – it relies on experience and observation alone, often without

due regard for system and theory. It is data based research, coming up with
conclusions, which are capable of being verified with observation or experiment.
RESEARCH PROCESS
Various steps involved in research done on Trident Homescape are
Literature Survey – before starting the research we conducted an in-depth study

of the topic so as to draw a clear image of what and how the research has to be
carried out.
Formulating the Research Problem – the next step was to find out the problem
of the case. The most important task was to define the problem clearly from an
analytical point of view. This is the most important step because; if a problem is
well defined then it means that it is half solved.
Design of the Questionnaire – an unstructured questionnaire was framed by the

group for the purpose of survey. All the questions used are closed ended in the
questionnaire.
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Determining the Sample Size – furthermore the next step was to choose the
number of people to be targeted from various age groups, salary scale, and gender.
So a total of 50 people were approached for the survey
Collection and Analysis of Data – the data was collected from various people
among different age groups and the data was segregated into various parameters in
order to analyze it.
Interpretation of Data and Preparation of Report – the findings was identified

and recommendations were made and the final report was prepared.
3.1 PRIMARY OBJECTIVE
To study the correlation between the consumer inclinations for new proposed model
of Trident Homescape potential in Retail market in Delhi NCR region.
3.2 FORMULATION OF HYPOTHESIS
Hypothesis 1 – Ho [null hypothesis]: Development of new retail format is the USP for
Reliance ranger farms and it affects the sale of the product in Delhi NCR
region.
Hypothesis 2 – H1 [alternative hypothesis]: Whether there is a correlation between

discounting distance age group and customer preference for Reliance ranger
farms.
3.3 RESEARCH DESIGN
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In order to fulfill the objectives of the study primary as well as secondary data have been
collected to analyze the trends in modern retail formats meticulously. To analyze the
emerging trends in shoppers’ behavior 40 shop keepers from 6 Malls operating in
Delhi & NCR were interviewed during November 2007-Jan 2008.Since the study is
focused on country analysis, hence, for the rest part of the country secondary data
published by different research institutions like TSMG, CSSO, Future Group, NCAER
etc have been considered to draw the key inferences.
The Logic behind selecting the area of Delhi & NCR for primary data collection can be
justified by the argument that due to high migration rate from different states of the
country to the Delhi & NCR makes it almost representative of the entire country. Since
there are very few studies in the field of retail which focus on country-analysis, so, it
forced the researcher to pursue meta-analysis & review. The research design can be
understood as follows:
Collection of data
Secondary Research Conducted Primary data was collected from
by NCAER, CSSO, TSMG, ICRIER, 30 shopkeepers operating in different

and FICCI India Retail Report was malls of Delhi & NCR to analyse the
referred to analyze the Emerging Customer shopping Behavior in Modern
trends in Modern Retail Formats in Retail Formats.
Indian scenario.
Research design constitutes the blue print for the collection, measurement, and analysis
of data. It aids the researcher in the allocation of limited resources by posing crucial
choices in methodology. A Questionnaire was framed by the group members to conduct
the research.
24
COLLECTION OF DATA
COLLECTION OF
DATA
PRIMARY SECONDA
DATA RY DATA
Observation
Surveys
Indirect observation
Questionnaires
(archives)
SAMPLING
25
26
DETAILS OF SURVEY CONDUCTED
The survey is conducted on the 2 basis.
1.Genral survey
Sample Size 50
Target Population Age:23-30 yrs 31-

40 yrs above 40 yrs
PROFILE:, retail
customers.
Sample Area North Delhi West

Delhi East Delhi
South Delhi Noida
Ghaziabad
Sampling Judgmental Sampling
Type of Questionnaire Structured
No. of Questions Involved 15
Type of Questions Close –Ended
3.4 SAMPLE DESIGN

The basic idea behind sampling is that by selecting some of the elements in the population, we may
draw conclusion about the entire population. Sampling may be defined as the selection of some part of
an aggregate or totality on the basis of which a judgment or interface about the aggregate or totality is
made.
In this research we used simple random probability to obtain a sample of 10 respondents. The
respondents were asked 15 questions pertaining to their preference for purchase of the product. Then out
of the total target population, a sample size using probability sampling was obtained. Probability
sampling is a controlled procedure which ensures that each population element is given a known non
zero chance of selection.
3.5 SCOPE OF STUDY

27
The research was carried out to find out the correlation between customer preference,
current market share for newly launched Reliance ranger farms and attration toward
Reliance ranger farms in Delhi NCR region. The study projects that more and more
youth basically newly formed nuclear family are interested in purchasing from the
Reliance ranger farms due to its quality, discount rate and easy availability (as every one
is well aware of the products like towel, paper, and chemicals )and also due to the
company’s continuous effort of time and money in research and development it can
under go reforming structure . The research is an attempt to identify the factors that the
company must keep in mind to reach the top position in the market and gain the
maximum market shareAs it is well know that trident is export oriented company
therefore the step into Indian retail market will add up to its value.
3.6 LIMITATION
The research was restricted only to the Delhi NCR region and did not consider a large
area of population.
Also being a student it was very difficult to get a hold on the information from different
industry people and also to cover a large number of populations.
Lastly, another limitation can be the credibility of information given by the respondents.
28
CHAPTER 4
INDUSTRY PROFILE
COMPANY PROFILE
SWOT ANALYSIS
INDUSTRY PROFILE
29
Despite a recession in the global market, Indian Retail market is growing extensively
and is expected to grow strongly in future too. However, future will see enhanced
contrib on from the semi urban and rural market.
Retailing in India is receiving global recognition and attention and this emerging
market is witnessing a significant change in its growth and investment pattern. It is
not just the global players like Wal-Mart, Tesco and Metro group are eying to capture
a pie of this market but also the domestic corporate behemoths like Reliance, KK
Modi , Aditya Birla group, and Bharti group too are at some stage of retail
development. Reliance, announced that it will invest $3.4 billion to become the
country's largest modern retailer by establishing a chain of 1,575 stores by March
2007. The last couple of years have been rosy for real estate developers and the
retailers are finding suitable retail space in prominent locations. The industry is
buoyant about growth and the early starters are in expansion mood. There is
increased sophistication in the shopping pattern of consumers, which has resulted in
big retail chains coming up in most metros; mini metros and towns being the next
target. Consumer taste and preferences are changing leading to radical alteration in
lifestyles and spending patterns which in turn is giving rise to new business
opportunities. Companies need to be dynamic and proactive while responding to the
ever-changing trends in consumer lifestyle and behavior.
Retailing in India is currently estimated to be a USD 200 billion industry, of which

organised retailing makes up 3 percent or USD 6.4 billion. By 2010, organised retail
is projected to reach USD 23 billion and in terms of market share it is expected to
rise by 20 to 25 per cent. The report also predicts a stronger retailer growth than that
of GDP in the coming five years.
The generic growth is likely to be driven by changing lifestyles and by strong surge
in income, which in turn will be supported by favorable demographic patterns. Rapid
growth in international quality retail space brings joy to shoppers and shopping malls
30
are becoming increasingly common in large cities, and announced development plans
project at least 150 new shopping malls by 2008. The number of department stores is
growing at a much faster pace than overall retail, at 24 per cent annually.
Supermarkets have been taking an increasing share of general food and grocery trade
over the last two decades.
Development of mega malls in India is adding new dimensions to the booming retail
sector. Shopping experience in the nation of shopkeepers is changing and changing
very fast. There is significant development in retail landscape not only in the metros
but also in the smaller cities. Even ITC went one step ahead to revolutionize rural
retail by developing ‘Choupal Sagar’ a rural uti mall. On one hand there are groups
of visionary corporate working constantly to
The Larger Picture

Indian economy has shown an impressive growth of over 6 per cent for last five years
and continues to surge ahead. GDP growth rate in 2003-04 recorded a fifteen year
high of 8.5% and subsequently maintained a steady growth for the next two years.
Real GDP growth accelerated from 7.5 per cent during 2004-05 to 8.4 per cent during
2005-06 on the back of buoyant manufacturing and services activity supported by a
recovery in the agricultural sector. The central bank forecasts similar growth of 7.5-8
percent during 2006-07. With strong economic growth consumerism is increasing in
the country and India is the fourth largest economy as far as purchasing power parity
is concerned, just behind USA, Japan and China.
Consumer Trend
India is currently having the largest young population in the world and 54 per cent of
India’s population is below 25 years of age and 80 per cent are below 45 years. As
per India’s Marketing Whitebook (2006) by Businessworld, India has around 192
million households. Of these only a little over six million are ‘affluent’ – that is, with
31
household income in excess of INR215, 000. Another 75 million households are in
the category of ‘well off’ immediately below the affluent, earning between
INR45,000 and INR215,000. This is a sizable proportion which offers excellent
opportunity for organized retailers to serve.
AC Nielsen’s Retail and Shopper Trends 2004 Report made the following
observations on shopper’s behaviour in India:
(1) Indian shoppers spend an average of INR2500 on food, groceries and personal
care items every month and
(2) convenience stores are booming in most markets, as the number of such stores
exceeds 80,000.
According to the report, 48 per cent of shoppers in India admit that they ‘love to try
new things’, making them the most novelty seeking shoppers around the region and
total average monthly expenditure is only $50, of this, $21 is spent on fresh food,
comprising 42 per cent of the entire monthly spend. Indians also appear to spend
more on groceries and personal care items.
Business communities believe that sizable disposable income in India is concentrated

in the urban areas and well off and affluent classes; income distribution is unequal
compared to other Asian economies. In fact, the 20 million middle class home in
rural India equal the number in urban India and thus have the same purchasing
power. Therefore, there is significant and considerable opportunity for organized
retailers in the rural areas. There is no denying that the rural market holds immense
promise for the organized retail but companies ponder over how to serve that market
profitably.
Unlike the urban market, it is less developed in terms of infrastructure and facilities.
More than any thing else, the larger issue is to find out a suitable business model and
retail format to fit local taste and preference. Of course cost of doing business in rural
market would be lesser compared to urban market but reaching out to the mass is a
32
concern. It is not impossible but a bit more difficult. For example the most successful
and the largest incorporation Wal-Mart started in the rural market where as
competition started in the urban market. This retailer has proved that it is important
to understand how do you operate your business model rather than where you do it.
Given the increasing urban exposure of rural India, the urban and the rural upper-
income groups can form an interesting continuum market, giving it a scale of 23
million households, or 115 million consumers. In 2006-07, the consuming class
would be about 60 million households, or 300 million consumers.
Data shows that for 1998-99, for a basket of 22 FMCG products it tracks, a total of
over Rs 91,500 crore was spent. Of this, 37% was spent by the two lowest-income
groups in rural India, and only about 20% by the top two income groups in urban
areas. This is, perhaps, the best and only statement of the structure and potential of
the Indian market. Hence, marketers have to worry about purchasing power of
consumer not where he is living. For example there are nearly 42,000 rural haats,
average number of sales outlets per haat is 300 and average sales per outlet is INR
900 and average foot fall in a haat is about 4,500. In rural India there are 50 million
Kisan Credit Card (KCC) holders and in 2002-03, LIC sold 50 percent of its policies
in rural India. These are some of the indicators how rural India is performing.
Drivers of Retail
On one hand favorable demographic and psychographic changes in the Indian
consumer class, rising income, international exposure, availability of quality retail
space, wider brand choice and better marketing communication are some of the
factors driving Indian retail. On the other side a lot depends on the preparedness of
Indian retailers in terms of having suitable formats, scalable business model,
appropriate technology and relevant organization capability for the success.
33
Currently the country has a population of over one billion, 60% of which is under 30
years of age. This means majority of the population is young and working class with
higher purchasing power. The low median age of population means a higher current
consumption rate which augurs well for the retail sector. Consumer spending in India
has grown at over 12 percent since mid-1990s and 64 per cent of Indian GDP is
accounted for by private consumption. Over the last decade, the average Indian
spending has gone up from INR 5,745 in 1992-93 to INR 16,457 in 2003-04 and is
expected to grow around its trend rate of 12 per cent
There are fundamental but significant changes underway in this country. In January
2006, the government announced that foreign companies can own up to 51 percent of
a single-brand retail company, such as Nike or Adidas. This decision would certainly
encourage retailers such as Zara and Gap to enter this market. Tesco is planning to
enter the market through a partnership with Home Care Retail Mart Pvt Ltd and
expects to open 50 stores by 2010.
Retail Space Development

Through the 1990s, organised retail in India added just 1 million sq. ft of space a
year. Then, from 2001, the pace quickened dramatically. In 2003 alone, 10 million
sq. ft was added by this fledgling industry. Now the story is completely different and
the mall boom is all set to alter the competitive dynamics. Over 130 to 180 million sq
ft of new mall space are estimated to come up in the country in the next 3-5 years.
Nearly 70% of the total new mall space coming up in FY07 and FY08 will be in the
major cities reducing catchment areas for existing retailers. Key retail location like
Mumbai (up 203% to 15mn), Delhi (up 527% to 23.2mn), Bangalore (up 128% to
4.1mn), Hyderabad (up 163% to 5.3mn), and Pune (up 188% to 23.2mn) are all
seeing a mall construction boom and this space availability shall lower the barriers to
entry. A state like Punjab is in the midst of mall boom. By the end of 2005 one single
mall was operational with GRA of 1.2 lakh sq ft and by the end of 2008 there will be
34
37 malls operating with gross leasable area (GLA) of 15.2 million sq ft. Ludhiana is
leading the way with 11 malls and GLA of 5 million sq ft..
COMPANY PROFILE
35
Reliance Industries Limited, the Mukesh Ambani-led largest private sector company of
the Reliance group, which owns retail vertical known as Reliance Retail Limited,
announced its annual financial results for the year ended March 31, 2008, on 21st April,
2008.
While, the company announced overall net profit for the financial year 2007-08 leap
frogging 63% to Rs 19,458 crore during the year, the company has refrained from
divulging any financial information concerning its retail business in the announcement.
Reliance has, however, informed that Reliance Retail, the wholly owned subsidiary of
the company, which launched its retail business on 3rd November, 2006 Hyderabad with
the opening of a cluster of 11 neighbourhood, convenience, stores called Reliance
‘Fresh,’ has in the past 18 months grown into becoming a retail chain of over 590 stores.
These stores spread over 57 cities, spanning 13 states, across the country, are currently
operating 12 ‘general’ and ’speciality’ retail formats. According to the media release,
they occupy over 3.5 million square feet of trading space.
Reliance Retail’s performance could, however, have been much more impressive, if in
the face of political backlash, the retailer had not been forced to roll back its expansion
plans in several states across the country. Reliance, it may be recalled, has been facing
strident, and some times violent resistance, from political activists, small traders and state
administrations in the states like Uttar Pradesh, Kerala, West Bengal, Tamilnadu, Orissa,
Madhya Pradesh, and Jharkhand, among others.
Reliance Retail during the period has also entered into two joint ventures, with Pearle
Europe - a Neatherland-based leading European optical retailer and with Marks &
Spencer, a UK-based iconic retailer of apparel, homeware, food and grocery.
Reliance’s retail business is currently operated through 12 distinct store formats.
While the four general merchandise formats are: Reliance ‘Fresh’ – a neighbourhood
convenience concept, Reliance ‘Delight’ - a non-vegetarian food concept, Reliance
‘Mart’ - a Hyper Market concept, Reliance ‘Super’- a Minimart concept, the eight
’speciality’ products concepts include: The Reliance ‘Digital’ – a Consumer Durables
and IT concept, Reliance ‘Trends’ - an apparel concept, Reliance ‘Wellness’ – a health,
36
wellness & beauty concept, Reliance ‘iStore’- an Apple store concept, Reliance
‘Footprint’ -a footwear concept, Reliance ‘Jewels’ – a jewellery concept, Reliance
‘Time-Out’ - a books, music & entertainment concept, and Reliance ‘AutoZone’ – an
automotive specialty concept.
Reliance Retail has also launched an across the formats loyalty programme for customers
called Reliance ‘One,’ which as on date boasts of over 3 million loyal customers.
SWOT ANALYSIS
37
STRENGTH
Reliance ranger farms expertise in consumer exotic and daily needs and consumer to
bring you the best in consumer home solutions. Strength also involves:
• Customer orientation
• Quailty control
• Logistics and supply chain management
• Growing sale of terry towel, paper and pharmaceutical products
• Low Debt
• Wide rage of innovative products
• Retail stores expansion model.
• Niche market and vertical integration
WEAKNESS
The weakness of Reliance ranger farms involves

• Legal Proceedings
• No immediate revenue reflection from Reliance ranger farms sale.
• Market Criticism for retailers
• Pricing for products.
38
THREATS
Trident is considered as export oriented manufacturer of terry towels and paper ,

Reliance ranger farms is taking on as Retailer in india for home solution and daily need
there is change in image of the company.
Threats also involves:
• Competitors model of retailing
• Effective logistic and supply chain management
• Low Compatibility with Non-international Products
• Less Global Coverage Compared to Competitors
• Easy Substitution availability.
OPPORTUNITIES
Apple Inc. integrates applications and content into every mobile phone offering. Their
broad portfolio of phones are feature-packed smart windows phones, 3G, touch screen,
enabling business productivity, imaging, advanced 3D gaming, mobile music and
multimedia communication, is the perfect starting point for any developer's business.
Opportunities also involves:
• Competitors Offer Wider Product Line (so easy to expand)

• Expansion of Retail Stores for Customer Convenience .
• E- oredering and procurement service
• Home demo and large shopping spce
• Store in outskirts of city.
• Participate in Joint Ventures with other big player in near future.
• Make Easy availability Products for Upcoming Retirees
39
CHAPTER 5
Location analysis
Location analysis
40
Retail Revolution is a strategic marketing firm with expertise in and passion for place-
based marketing - helping dynamic retailers get the best results from their location. Our
site selection service includes:
 Market Analysis . Complete overview of the demographic and competitive

environment of your business, including trade area analyses and customer
targeting
 Location Strategy . Using the information gathered in the market analysis, a

comprehensive location strategy will be developed, including key spatial factors,
square footage ratio calculations, and .ideal. site descriptions .
 Site Specific Analyses . Once the location strategy has been determined and shared
with a commercial realtor, Retail Revolution will conduct on-site investigations of
proposed outlets, exploring things like signage site lines, pedestrian and auto
traffic counts, access, and how the site fits into the surrounding retail environment
We are dedicated to making your business work; however we will not hesitate to
recommend changes, delays, or even outright cancellation of the retail project if we feel
your time or money will be wasted.
The majority of retail locations fail . but that.s because the majority do not ever take the
time to methodically and thoughtfully explore the relationships between their product,
location, and customers. By coming to Retail Revolution you.ve already put yourself
ahead of the pack.
CHOOSING A RETAIL LOCATION
41
The choice of a store location has a profound effect on the entire business life of a retail
operation. A bad choice may all but guarantee failure, a good choice success.
This aid takes up site selection criteria, such as retail compatibility and zoning, which
the small storeowner manager must consider after making basic economic, demographic,
and traffic analyses. It offers questions the retailer must ask (and find answers to) before
making the all important choice of store location.
The first step in choosing a retail business location takes place in your head. Before you
do anything else, define your type of business in the broadest terms and determine your
long-term objectives. Write them down. This exercise will help you later in choosing a
retail location.
In picking a store site, many storeowners believe that it's enough to learn about the
demographics ("people information" like age, income, family size, etc.) of the
population, about the kind of competition they'll be facing, and about traffic patterns in
the area they're considering. Beyond a doubt these factors are basic to all retail location
analysis.
Once you've spotted a tentative location using these factors, however, you've only done
half the job. Before you make a commitment to moving in and setting up, you must
carefully check several more aspects of the location to help insure your satisfaction with
-- and most importantly your success at - the site you've chosen.
LOCATION STRATEGY & SITE SELECTION FOR NEW RETAIL OUTLETS
42
Retail Revolution is a strategic marketing firm with expertise in and passion for place-
based marketing - helping dynamic retailers get the best results from their location. Our
site selection service includes:
! Market Analysis . Complete overview of the demographic and competitive environment

of your business, including trade area analyses and customer targeting.
! Location Strategy . Using the information gathered in the market analysis, a

comprehensive location strategy will be developed, including key spatial factors, square
footage ratio calculations, and .ideal. site descriptions.
! Site Specific Analyses . Once the location strategy has been determined and shared with
a commercial realtor, Retail Revolution will conduct on-site investigations of proposed
outlets, exploring things like signage site lines, pedestrian and auto traffic counts, access,
and how the site fits into the surrounding retail environment.
We are dedicated to making your business work; however we will not hesitate to
recommend changes, delays, or even outright cancellation of the retail project if we feel
your time or money will be wasted.
The majority of retail locations fail .but that.s because the majority do not ever take
the time to methodically and thoughtfully explore the relationships between their
product, location, and customers.
43
By coming to Retail Revolution you.ve already put yourself ahead of the pack.
The Challenge
Opening a new retail location isn.t easy . whether it.s it is your 1st, 5th, or 125th.
Independent retailers often do not have to resources to consider the very basic needs of
an outlet, such as:
! The store must be situated at a location which optimizes exposure to target consumers
and is accessible . on foot, by car, or by transit.
! The store must generate enough revenue per square foot to cover the cost of rent;
insurance; any applicable parking fees; any applicable sprinkler, trash or sewage fees;
any applicable taxes; any heating, ventilating and air conditioning (HVAC) costs; any
common area maintenance (CAM) costs; and the wages of employees. Issues
! In addition to covering costs, it is necessary for the store to turn a profit within a
reasonable amount of time in order to make the venture worthwhile and to justify the
tremendous investment made by owners and managers. A thorough marketing analysis
and solid location strategy will position your new outlet for success, both
financially/logistically as well as in relation to competitors.
Three important factors determine a retailer.s success:
44
Location, Location, Location.
1. Marketing Analysis
Before a successful location strategy can be developed, a full assessment of the market
conditions must be carried out. We accomplish this by analyzing three sets of
information:
1. Strategic Context
This is determined through 1-2 in-person meetings with the client, as well as continual
communication over the course of the project. This process gives us direction by
determining:
a. Vision/mission of the store . What do you want it to be and do?
b. Your strengths and weaknesses
c. The opportunities and threats that you face.
2. Environmental/Situational Context
This analysis is done through external secondary research and provides an overview of
larger forces that will affect your business, including:
a. Legal/regulatory issues
b. Economic/political/social issues
c. Cultural and Vancouver-specific trends
3. Market Research
45
The most important step: determining the nature of your industry, customers, and
competition. This includes:
a. The location strategy of other thrift stores . where they are, what populations do they
serve, how big are their sales?
b. The market segments that would shop at your store . who are they and what are their
spatial characteristics?
c. An industry-specific trade area analysis, mapping the size and nature of the existing
thrift store market in Vancouver.
Once the marketplace is understood, a detailed and precise location
strategy is possible.
2.Location Strategy
This is when tough decisions must be made. Where do we want the store? How big will
it be? And most importantly: Is this a viable project? Using the data from the marketing
analysis as well as further consultation with the client, the location strategy outlines:
! Key Factors
What are the main geographic and real estate .related criterion for the success of the new
store?
! Square Footage Ratios
There is a well-defined and extremely important relationship between your inventory,

your costs and the square footage of your store. We help you find the best balance for
your specific situation. The best store size is the one that finds an equilibrium between
sales/sq.ft and costs per sq.ft. (and eventually, a profit/sq.ft).
46
! .Ideal. Site List
Given the key factors and revenue/cost/square footage calculations, we provide a

description of your model location; including specific areas, neighbourhoods and streets
in Vancouver where it would be located. This is meant to give the client points of
reference to evaluate the strategy. It is also meant to help the commercial realtor in the
search for a site.
With a Location Strategy in place, we being work with a commercial realtor to
find existing sites for lease that best match the defined criteria.
7 Things You Need To Know About Selecting a Retail Location

Selecting a location for your retail store is one of the most important decisions you will
make as a small business owner. Picking the right location can lead to success and
profits – choosing the wrong spot for your retail operation could put you out of business.
1. Type of Business.
Well before hitting the streets to look for a location, take a hard look at the type of
47
business you will be operating. For example, how many different kinds of products will
you be selling? Your product mix will have an impact on such things as the amount of
square footage and storage space required at the location. If you are a service provider,
factors such as office space will be an important consideration.
Start brainstorming or "white-boarding" ideas of what your target audience might expect
when they enter your store - make a list of all the factors you can think of including
display space, # aisles, aisle width, shipping/receiving area, storage space, office space,
in-store traffic flow, etc. Once you visualize what the shopping experience looks like for
your customer, you will gain a better idea of what will be required in a location.
2. Demographics.
Another critical component of retail location selection is understanding your target
market, both in terms of your target shopper and the geographic area surrounding your
proposed location. Once you have established your target market i.e. gender, age,
income level. etc. start researching some of the following information:
* What neighborhoods are home to your target market?

* How far will prospective customers travel to shop at your location?
* What are the statistical trends in a proposed location i.e. population growth; income
growth; aging trends, etc? How might this affect your store 5 or 10 years after locating?
* What are the employee demographics in particular areas? With labour shortages
becoming an ongoing challenge for retailers, does your proposed location have access to
potential full time and part-time employees?
3. Competition.
48
Make sure that you have thorough knowledge of all the competitors in a proposed
location, good and bad.
Bad competitors are those that will have a negative effect on your business. Some
examples might include retail stores that might be selling the exact same products (at a
discount) or stores that attract the opposite target audience as your retail operation.
Good competitors are retail stores that compliment your business by drawing a similar
target audience to your store's surrounding area. A good example are retail "pockets"
that exist in many cities - shopping destinations that attract larger numbers of consumers
by offering complimentary stores in close proximity to one and other i.e. fashion
districts, areas with a high concentration of art galleries, auto malls, etc.
4. Traffic Patterns.
It's also important to know how vehicle and pedestrian traffic patterns might affect
business at a proposed location. Some things to look for include:
• Access to the store by traffic moving in both directions (both by car and on
foot).
* Number of cars passing the store location.
* Number of pedestrians walking by the location.
* Proximity to public transit.
If you’re savvy about it, you do a whole lot of looking. You’d be in a car and
do it, and then you’d be on foot. And you’d go weekends and weekdays, just
to make sure there’s not a big traffic difference. Find out which side is the
busy side of the street, and check out where the parking is.
5. Merchant Associations.
49
An often overlooked factor when considering a location is the presence and strength of a
local merchant association. According to the The BC Women's Enterprise Centre,
merchant associations can offer a number of benefits to your retail operation:
* A strong merchant's association can promote and maintain business in a given area.
* The presence of an effective merchants' association can strengthen your business and
save you money through group advertising programs, group insurance plans, and
collective security measures.
* A strong merchants association can accomplish through group strength what an
individual store owner couldn't even dream of. Some associations have induced city
planners to add highway exits near their shopping center. Other have lobbied for -- and
received -- funds from cities to remodel their shopping centers, including extension of
parking lots, refacing of buildings, and installation of better lighting.
* Merchants' associations can be particularly effective in promoting of stores using
common themes or events and during holiday seasons. The collective draw from these
promotions is usually several times that which a single retailer could have mustered.
6. City By-Laws, Zoning and Planning.
Understanding all the "rules" and plans your municipality has laid out is very important
when it comes to selecting a location - your retail store's long term success could
depend on it. Some things to consider are:
* Zoning - Are there any restrictions that might prevent you from doing specific
renovations or leasehold improvements?
* By-Laws - What are some of the laws that might have an affect of your retail
operation? For example, are you able to use the space in front of your store for
promotions...are you restricted from operating during certain hours, etc?
50
* Planning - Are there any major development plans that could impact your retail
operation? Is there any major road construction planned close to your store?
7. Don't Rush - Be Patient.
It's very tempting to jump at a location you fall in love with - but just like in residential
real estate, "head over heart" is the best approach when it comes to picking a retail
location.
David Gray cautions those who want to act on impulse. "You could just destroy your
business being in a bad location. A bad spot might well be (a real trendy area); it might
be that you can’t take a left turn or there’s no parking, so don’t rush into anything until
you know it's perfect, or close to it."
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CHAPTER 6
QUESTIONNAIRE
ANALYSIS OF THE QUESTIONNAIRE
USING SPSS
QUESTIONNAIRE
Your Opinion Matters…
52
1) Where do you see the advertisement of the daily needs product?
a) T.V b) N. Paper c) Magazine
d) Posters e) Radio f) No Where
2) Which store or brand you prefers for purchasing these products?
a. Reliance fresh/ranger farm
b. big bazar
c. Others ,plz specify___________
3) What is the time duration in which you change visit this stores?
0-2week 2-4week 1 -2 month >3month never
4) How much u spend each time visiting this stores?
a) <200 b) 200-500 c) 500-1000
d) 1000-2000 e) <2000
5) What products do you prefer /buy the most?
a) Staples
b) fruits and vegetables
c) personal care
d) home care
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e) beverages and processed food
6) Do you know about Reliance ranger farms?
Yes NO
7) Suppose if you have to purchase the Reliance ranger farms then on what bases
You would like to purchase the home products?
a) Quality b)Discount c) Home deliver d) service at store e)Others
8) Are you going to buy from Reliance ranger farms if it is launched in nearby area?
Yes NO can’t say
9) How long would you travel to visit a store which is all exclusive for your needs?
a) <5 kms b) 5-10kms c)Distance doesn’t matter.
10) Choose one ?
Discount near by place quality
Personal information
54
Name: ---------------------------------------- sex marital status
Age <16 years 16-25 years 26-35 years 36-45 years > 45 years
Occupation:
Address:
Family income per annum (in lacs) 0-2 2-3 3-4 4-5 >5
E-mail id(to know the results of survey):
Thanks for your precious time
ANALYSIS OF THE QUESTIONNAIRE
Preliminary Questions analysis –
1) Where do you see the advertisement of the Home product?
55
ad_analysis
Frequency Percent Valid Percent Cumulative Percent
Valid TV 5 10.0 10.0 10.0
N paper 1 2.0 2.0 12.0
MAGZINE 15 30.0 30.0 42.0
POSTER 6 12.0 12.0 54.0
RADIO 9 18.0 18.0 72.0
NO WHERE 5 10.0 10.0 82.0
others 9 18.0 18.0 100.0
Total 50 100.0 100.0
2) Which store or brand you prefers for purchasing these products?
56
Competitors_analysis
Cumulative
Frequency Percent Valid Percent Percent
Valid RF store 11 22.0 22.0 22.0
Big bazar 15 30.0 30.0 52.0
others 24 48.0 48.0 100.0
Total 50 100.0 100.0
3) What is the time duration in which you visit this stores?
visit_analysis
Cumulative
Valid 0-2 weeks 5 10.0 10.0 10.0
2-4 weeks 10 20.0 20.0 30.0
1-2 months 30 60.0 60.0 90.0
>3 months 5 10.0 10.0 100.0
Total 50 100.0 100.0
57
4) How much u spend each time visiting this stores?
spending
Cumulative
Valid less than 200 15 30.0 30.0 30.0
200-500 5 10.0 10.0 40.0
500-1000 12 24.0 24.0 64.0
1000-2000 13 26.0 26.0 90.0
more than 2000 5 10.0 10.0 100.0
Total 50 100.0 100.0
58
5) What is most suitable purchase from these stores?
suitable_purchase
Cumulative
Valid Staples 11 22.0 22.0 22.0
Fruits and vegetables 10 20.0 20.0 42.0
Personal care 10 20.0 20.0 62.0
Home care 10 20.0 20.0 82.0
Bev and processed food 9 18.0 18.0 100.0
Total 50 100.0 100.0
59
6) Do you know about Reliance ranger farms?
popularity
Cumulative
Valid yes 27 54.0 54.0 54.0
2.00 23 46.0 46.0 100.0
Total 50 100.0 100.0
60
7) Suppose if you have to purchase the Reliance ranger farms then on what bases
You would like to purchase the home products?
purchase_factor
Cumulative
Valid quality 9 18.0 18.0 18.0
discount 8 16.0 16.0 34.0
home delivery 13 26.0 26.0 60.0
services 13 26.0 26.0 86.0
others 7 14.0 14.0 100.0
Total 50 100.0 100.0
61
8) Are you going to buy from Reliance ranger farms if it is launched in nearby area?
potentail
Cumulative
Valid yes 12 24.0 24.0 24.0
no 22 44.0 44.0 68.0
cantsay 16 32.0 32.0 100.0
Total 50 100.0 100.0
9) How long would you travel to visit a store which is all exclusive for your needs?
distance_travelled
Cumulative
Valid less than 5 kms 7 14.0 14.0 14.0
more than 5kms 18 36.0 36.0 50.0
any where around 25 50.0 50.0 100.0
Total 50 100.0 100.0
62
10) Choose one ?(impulsive questioning)
impulse_analysis
Cumulative
Valid quality 19 38.0 38.0 38.0
nearby place 15 30.0 30.0 68.0
discount 16 32.0 32.0 100.0
Total 50 100.0 100.0
63
Personal information
Age
AGE
Cumulative
Valid <16 2 4.0 4.0 4.0
16-25 14 28.0 28.0 32.0
26 -35 21 42.0 42.0 74.0
36-45 7 14.0 14.0 88.0
46 above 6 12.0 12.0 100.0
Total 50 100.0 100.0
64
Occupation:
occupation
Cumulative
Valid service 12 24.0 24.0 24.0
govt employee 20 40.0 40.0 64.0
busines man 12 24.0 24.0 88.0
pofessor teachers and 5 10.0 10.0 98.0

lecturer
5.00 1 2.0 2.0 100.0
Total 50 100.0 100.0
65
66
CHAPTER 7
RECOMMENDATIONS
67
RECOMMENDATIONS
After conducting the Meta –Analysis for the Indian retailing market, it can be
concluded that:
1) Retailers need to think about shoppers not just about a format as understanding the
shoppers’ dynamics holds the key to such a business. Retailers would have to create
new delivery formats that can cater to the huge mass of consumers.
2) Retailers must understand what value shopper is looking for and how the retailers can
deliver that desired value to the customer. However, most retailers look for what they
are offering and how shoppers can fit into retailer’s scheme of offerings.
3) In the long run such strategies may not be viable. Sam Walton and Jack Welch share a
same line of thinking that consumer is the source of competitive advantage and one of
leading UK based retailers Tesco Inc. has shown how understanding consumer can be
a source of redefining business and gaining sustainable advantage.
The retailer operates four different retail formats namely Express, Super store Metro and
Extra to cater consumer need. The Group also has an additional 527 stores under the One
Stop fascia. All the formats are profitable and each format is tailor made to fulfill
customer need. It is the value offering which makes Tesco so popular and profitable.
Similarly in India Pantaloon Retail runs several formats and for value retailing Big
Bazaar is receiving exceptional response from the customers.
68
4) Retailing in India is entirely different from western countries for that matter even
from Asian counterparts. Studies show that upgraded Kirana stores are growing at the
same rate as organized retailers.
5) It is also observed that in the changing retailing environment, understanding the
psyche of customer is critical to success in retailing. Aggregate level picture may be
misleading, as it averages the beats and the valleys. Hence, individual understanding
is desirable.
6) Though, some Indians are behaving as sophisticated shoppers, tens of millions are
still novice but no less avid consumers are joining the fray every year. So, retailers
have to acknowledge this change and also stay a step a head of the evolution curve of
the Indian market.
7) Finally, it is not the format that gives business sustainability rather it is one of the
vehicles to deliver the value to the customer.
8) Indian consumers are still family-driven entities. Shopping, entertainment and eating
out are family events. Since these decisions are normally group decisions, hence a
marketer has to address family sensibilities more rigorously to woo Indian customers.
9) Indian customers have become more sensitive to quality, customer service and status.
He/She is ready to pay, sometimes, astronomical sums provided their needs are
satisfied. They are basically looking for an experience which is more of cognitive
than physical. In brief, Jo Dikhta Hai Wo Hi Bikta Hai.

69
In some cases, few Kirana store owners find no competition because they understand
what their customers want. So ultimately it can be said that for a retailer understanding
the customers is just like climbing the Greased Pole.
70
CHAPTER 8
BIBLIOGRAPHY
REFERENCES
71
Bibliography
BOOK
Cooper DonaldR, schindler Pamela, 2006 Business Research methods ,New Delhi:Tata McGraw Hill.
e-BOOKS
Hollway, Wendy, Jefferson, Tony. 2000. Doing qualitative research differently. London: Sage.
Roth, Audrey J., 1999. The research paper: process, form, and content. Belmont: Wadsworth.
INTERNET
reliance page- http://www.tridentindia.com
Imrc –http://imrs.com/retainews.html
retail india report -http://www.canalys.com/pr/2007/r2007101.htm
retailnews-http://www.retailnews.com/info/2005/03/01/004003.html
blog-http://a-pluss.com/blog/category/research-proposal-tips
NEWS PAPER, MAGZINE, JOURNALS AND OTHER SOURCES
Company (Retail Location)
Business today edition dated Nov 6, 2008
Businessworld - The Marketing Whitebook, 2008
Press Sources like Economic Times, Business Standard, The Hindu Business Line
KSA Technopack Studies ( Handles some aspects of franchise for Barista)
72
CHAPTER 9
APPENDIX
73
74
CONCLUSION
Thus in the above report we have discussed the primary objective of the producer which
is to develop products which would optimally satisfy the consumers &also help in
achieving economies of scale to survive in the industry. We have also discussed several
research criteria which could prove better for the performance of the industry. In the
above report we have also seen the that retailing in India is receiving global recognition
and attention and this emerging market is witnessing a significant change in its growth
and investment pattern as a result even in the period of global recession Indian retail
market is growing extensively. Development of mega malls in India is adding new
dimensions to the booming retail sector. In all this scenario Reliance has played a very
important role in maintaining the economy of Indian retail .Several analytical steps is
being taken by the company to maintain the regular growth of the company and also the
development of the country.
75

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SRIRAM BUSINESS SCHOOL, GREATER NOIDA

“Location analysis of Ranger farm in Delhi NCR”

Faculty guide: Industry guide:

Ch.-1.0 Executive Summary 4

Ch-2.0 Critical Review of Literature 6

Ch.-3.0 Research Methodology 20

3.1 Primary Objective(s)

3.3 Research Design

3.4 Sample Design

3.5 Scope of the Study

4.1 Industry Profile

4.2 Company Profile

4.3 SWOT analysis

Ch-5.0 Location analysis 40

 Explain the emerging trends in the development of Modern Retail formats in

Consumer behavior refers to "Behavior that consumers display in searching for,

Table: - Selected Consumer Behavior Roles

Influencer Influencer is a person who, by some intentional and unintended word

Buyer Buyer is an individual who actually makes the purchase transaction.

Development of the Field of consumer Behavior

Important factors that contributed to the development of consumer behavior as a

Consumer Behavior Application in Marketing

Consumer behavior principles are applied in many areas of marketing as discussed

Analyzing market opportunities

Selecting target market:

A review of marketing opportunities often helps in identifying distinct consumer

Marketing - mix decisions:

The answers to these questions are furnished by consumer behavior research.

Promotion: Promotion is concerned with marketing communications to the consumers.

2.2 Model of consumer behavior

2.3 Internal factors influencing consumer behavior

A person's memory is the total accumulation of prior learning experiences. It consists of

Short-term memory houses two types of information processing activities: elaborative

Long-term memory, the second component of memory, is seen as being unrestricted in

It is crucial for marketers to acquire a thorough understanding of what consumers know

Attitudes refer to a consistent favorable or unfavorable orientation towards objects,

Motivation is generally referred to as a creation representing an unobservable internal

An emotion is referred to as a strong, mental or instinctive feeling that affects consumer's

2.4 External factors influencing consumer behavior

With regard to demographics (the study of characteristics of a human population) and

Descriptive Research – it includes surveys and fact finding enquiries of different

Applied Research – it aims at finding the solution for an immediate problem

Fundamental Research – it is concerned with the generalization and with the

Qualitative Research – on the other hand is concerned with qualitative

Conceptual Research – it is related to some abstract idea or theory and is

Empirical Research – it relies on experience and observation alone, often without

Various steps involved in research done on Trident Homescape are

Literature Survey – before starting the research we conducted an in-depth study

Design of the Questionnaire – an unstructured questionnaire was framed by the

Interpretation of Data and Preparation of Report – the findings was identified

3.1 PRIMARY OBJECTIVE

3.2 FORMULATION OF HYPOTHESIS

Hypothesis 2 – H1 [alternative hypothesis]: Whether there is a correlation between

3.3 RESEARCH DESIGN

Secondary Research Conducted Primary data was collected from

by NCAER, CSSO, TSMG, ICRIER, 30 shopkeepers operating in different

The survey is conducted on the 2 basis.

Target Population Age:23-30 yrs 31-

Sample Area North Delhi West

Sampling Judgmental Sampling

Type of Questionnaire Structured

No. of Questions Involved 15

Type of Questions Close –Ended

3.4 SAMPLE DESIGN