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A

PROJECT ON
RETAIL CHAIN MAPPING OF LENOVO EXCLUSIVE STORES AND OTHER COMPETITOR STORES AT BHUBANESWAR AND CUTTACK
Summer Project Report submitted for the partial fulfillment of the Degree of Master of Business Administration

Submitted By:

Tarun kumar Singh


Regd. No: 1106247133

Institute Guide Dibyendu Choudhury Asso. Prof. (Marketing) RCMA

Company Guide Unmita Jena E. I. C IMRB, Bhubaneswar

Regional College of Management, Autonomous, Bhubaneswar

Acknowledgement
It is indeed a great pleasure and privilege for us to present Retail chain mapping of Lenovo exclusive Stores and other competitor storesin Bhubaneswar and Cuttack in year 2012.

We take immense pleasure in thanking to Mr. Sujit Kumar Goswami (Field Manager) of I.M.R.B for giving us an opportunity to do this project and for their valuable suggestion and guidance. We also extend our thanks to all those who directly or indirectly involved in our project completion.

At last we would like to thank once again to our internal guide Associate Professor Dibyendu Choudhury whose sincere support has enable us at each and every step and his experience always give us the right direction to achieve our goal.

Tarun kumar Singh Regd.No-1106247133

REGIONAL COLLEGE OF MANAGEMENT


CHAKADOLA VIHAR,CHANDRASEKHARPUR, BHUBANESWAR-751023,ORISSA.

CERTIFICATE OF THE GUIDE


This is to certify that Mr.Tarun kumar Singh, bearing Regd.no

1106247133,is a bonafide student of Regional College of Management


,Bhubaneswar.He has prepared the project report on RETAIL CHAIN

MAPPING OF LENOVO EXCLUSIVE STORES AT BHUBANESWAR AND CUTTACK.under my guidance as per the partial fulfillment of the requirement of the degree of MBA. To the best of my knowledge ,he has worked sincerely to complete this report.

Mr.Dibyendu Choudhury Asso.Prof.Of Marketing,RCM

DECLARATION

I hereby declare that this project entitled with Retail Chain Mapping of LENOVO Exclusive Stores and Other competitors at Bhubaneswar and Cuttack. This is for fulfilling the requirement of project report. It has never been submitted nor been published elsewhere.

Date: Place: Bhubaneswar

Tarun kumar Singh Regd.No-1106247133

CONTENTS
Chapter-1: INTRODUCTION
A) About the topic B) About the company

Chapter-2:

RESEARCH METHODOLOGY
Problem of the Study Objectives of the Study Relevance o the Study Sampling Data Collection Methodology Used Limitation of the study

Chapter-3: Chapter-4: Chapter-5: Bibliography

DATA ANALYSIS & INTERPRETATION SUMMARY OF FINDINGS SUGGESTIONS & CONCLUSION

Sample Questionnaires

CHAPTER 1
INTRODUCTION

INTRODUCTION:
Its the topic about retail chain Mapping. This is the generation of the IT and ITians. As India is now growing with IT platform and for next 3-5 year it is going to be fully IT based environment for doing most of the work, hence a bright future for every IT manufacture for doing its business here in India. So the competition seems very tough. This competitiveness attract me to enter into this sector, and IMRB given me the opportunity to work and get experience in highly competitive and enhancing sector. A Retail chain is a system of organizations, people, technology, activities, information and resources involved in moving a product or service

from supplier to customer. Retail chain activities transform natural resources, raw materials and components into a finished product that is delivered to the end customer. In sophisticated Retail chain systems, used products may re-enter the Retail chain at any point where residual value is recyclable. In the 1980s, the term Retail Chain Mapping (RCM) was developed to express the need to integrate the key business processes, from end user through original suppliers. Original suppliers being those that provide products, services and information that add value for customers and other stakeholders. The basic idea behind the SCM is that companies and corporations involve themselves in a

Retail chain by exchanging information regarding market fluctuations and production capabilities. If all relevant information is accessible to any relevant company, every company in the Retail chain has the ability to help optimize the entire Retail chain rather than sub optimize based on a local interest. This will lead to better planned overall production and distribution which can cut costs and give a more attractive final product leading to better sales and better overall results for the companies involved. Incorporating SCM successfully leads to a new kind of competition on the global market where competition is no longer of the company versus company form but rather takes on a Retail chain versus Retail chain form. The primary objective of Retail chain management is to fulfill customer demands through the most efficient use of resources, including distribution

capacity, inventory and labor. In theory, a Retail chain seeks to match demand with Retail and do so with the minimal inventory. Various aspects of optimizing the Retail chain include liaising with suppliers to eliminate bottlenecks; sourcing strategically to strike a balance between lowest material cost and transportation, implementing JIT (Just In Time) techniques to optimize manufacturing flow; maintaining the right mix and location of factories and warehouses to serve customer markets, and using location/allocation, vehicle routing

analysis, dynamic programming and, of course, traditional logistics optimization to maximize the efficiency of the distribution side.

COMPANY OVERVIEW:

1.1
Our Lineage

IMRB International is a division of Hindustan Thompson Associates (HTA) in India. IMRB is a member of the Kantar Group, one of the world largest research, information, inside and consultancy network and part of the WPP Group.

About IMRB International


Established in 1971, IMRB International is a pioneer in market research. IMRB is a member of the Kantar Group, part of the WPP company. Kantar is one of the worlds largest consumer insight networks. IMRB's footprint extends across 26 offices in 14 countries Algeria, Australia, Bangladesh, Egypt, Hong Kong, India, Japan, Malaysia, Netherland, Saudi Arabia, Sri Lanka, South Korea, UAE and United Kingdom.

With

over

1200

full

time

staff,

IMRB

provides

high

quality

conceptualization, strategic thinking, execution and interpretation skills. IMRB International is the only research company in India that offers such a wide range of research based services to its clients. IMRB International's specialized areas includes consumer market research both quantitative and qualitative, industrial market research, business to business market research, social and rural market research, media research, retail research, and consumer panels.

Abacus Field:
Abacus Field handles the field operations for all the business divisions in IMRB. Abacus Field has a network of 15 regional offices spread across the country that gives IMRB the capability to run pan India research projects smoothly & effectively. An example of the magnitude of Abacus Field operations can be gauged from the following:

On any given day 5000 freelancer interviewers are in the Field all over India

Working on over 8000 projects annually Conducting over 4 million interviews annually Additionally, a 262 seater Tele Calling Centre conducts over 100,000 interviews per month

Abacus Field is consistently striving to exceed client expectations, through high quality work, integrity, and innovativeness and building a culture which promotes professional and personal growth opportunities.

Our Milestones & Strengths:

Our Milestones

Indias first TV rating system Indias first Radio Audience Measurement system Indias first IT and Internet studies endorsed by industry associations Indias first and largest Household Panel Instrumental in setting up of Market Research Society of India (MRSI) in 1988

Creation of Social Economic Classification (SEC) system, by Ashutosh Sinha from the Marketing Sciences Group, & used by all MR companies in India Path breaking book on employee loyalty The Tao of Loyalty by AjitRao of CSMM (Customer Satisfaction Measurement & Management)

Agency of the year award, instituted in 2006 at MRSI, for two consecutive years , 2006 & 2007

Presenting cutting edge research for several years at international forums including ESOMAR and won awards .

Our Strengths

Senior most researchers in the industry Specialists with industry/sector knowledge International toolkit in specialized businesses Strategic Marketing Consultancy Largest field network for custom research Array of Syndicated databases Industry tracking & environmental scan Multi-country research capability

About IMRB International: Footprints

Lenovo
Lenovo Group Limited is a Chinese multinational information co-headquartered in Beijing,

technology and electronics company Singapore and Morrisville, North Carolina.

Its products include personal computers, portable devices such as tablet computers and mobile phones, workstations, servers, electronic storage and IT management software. Lenovo is the world's second-largest PC vendor by 2011 market share (after Hewlett-Packard) and markets the ThinkPad line of notebook computers and the Think Centre line of desktops. HISTORY Lenovo was founded in Beijing in 1984 and incorporated in Hong Kong in 1988 under its previous name, LegendIn the 1980s, with market reforms in progress, the Chinese government hired Liu Chuanzhi to distribute imported computers. Liu founded Lenovo (whose English name was originally Legend, in

Chinese Lianxiang), in 1984 with a group of ten engineers in Beijing with 200,000 yuan. Their first significant effort, an attempt to import televisions, failed. The group rebuilt itself within a year by conducting quality checks on computers for new buyers. Lenovo soon started developing a circuit board that would allow IBM-compatible personal computers to process Chinese characters. This product was Lenovo's first major success. In 1990, Lenovo started to manufacture and market computers using its own brand name. IBM personal computer business Lenovo made its acquisition of IBM's personal computer business amid a backlash in Congress against Chinese companies trying to purchase American businesses. Chinese oil company CNOOC abandoned ended its its attempt efforts to to

buy Unocal and

appliance

maker Haier Group

acquire Maytag. Lenovo has maintained a substantial research and development presence in North Carolina.

PRODUCTS OF LENOVO THINKPAD The ThinkPad line of laptop computers was originally sold by IBM. ThinkPads are known for their boxy black design, modeled after a traditional

Japanese lunchbox. Since early 2005, ThinkPads have been manufactured and sold by Lenovo, which purchased the IBM personal computer division that year. ThinkPads are popular with businesses, schools, and individual users. The ThinkPad has been used in space and is the only laptop certified for use on the International Space Station.

T Series

X Series

Series Edge Series 14 15.6


L Series 14" 15.6"

W Series 15.6"

Tablet 12.5

14 15.6

11.6 12.5

IDEAPAD The IdeaPad line of consumer-oriented laptop computers was introduced in January 2008. The IdeaPad is entirely the result of Lenovo's own research and

development; unlike the ThinkPad line of notebooks, its design and branding were not inherited from IBM. The IdeaPad design marked a deviation from the business-oriented ThinkPad laptops, towards a more consumer-focused look and feel.[18] Among these changes were the inclusion of a glossy screen and the omission of the traditional ThinkPad TrackPoint Y Series

V Series

U Series

S Series

Z Series

Y Series

4" 15.6"

14" 15.6"

13.3" 14"

11.6"

13.3" 14" 15.6"

4" 15.6"

CHAPTER-2
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Problem of the study:


In the present scenario the competitions between the IT manufacturer companies has increased very high. The companies are struggling a lot to keep up their market share in the industry and to improve the sales of their products i.e. the turnover of the company. For this the company has to know their position in the market and the opinion of the loyal customers when compared to their competitor. Because of this reason the comparative analysis is very important and useful to the Company. By this project in Lenovo stores we came to know about the various product sold Lenovo and other competitors. These days there are many IT manufacturer players active in our country with various products. All of them are fierce competitors; in spite of tough competitions here Lenovo has some unique features to stay with a good position in the market.

Objective of the study:


To access the Lenovo exclusive stores location in the city. To access the Promotion of Lenovo exclusive stores. To access the Other Competitors only exclusive stores in the city. To provide operational & administrative information about the Store. To access the competitiveness of Lenovo in the market. Product wise competitiveness

Comparing Lenovo with other competitors competitiveness using Place and Promotion taking into consideration

Relevance of the Study:


To access the Competition strategy of Lenovo by using Location and Promotion criteria by providing information to IMRB. Area : Bhubaneswar , Cuttack Sample Size: 28

Sampling Technique:
Convenience Sampling
It is purposive or non-probability sampling. This sampling method involves deliberate or purposive selection of particular units of the universe for consulting a sample, which represents the universe and when elements are selected for inclusion the sample based on the ease of access, it is called convenience sampling

Data Collection
We have done Descriptive research to find out our objectives. In objective research we use the only primary data. Research methodology is the way to systematically solve the research problem. The method used for the research is Descriptive Research to find out our objectives. In descriptive research we use the primary data both. Well prepared structured questionnaires were used in this study, which includes both closed-ended and few open ended questions to get information based on the objective of the research process. People of different age group

from different economic background were asked to fill the questionnaire containing 15 questions. Data is collected through Market survey from various areas of Bhubaneswar and Cuttack

Primary Method:
Data is collected by preparing a questionnaire and asking the respondents to have their view about the question and are filled. 1. Data is collected with the help of face to face interaction with respondents. 2. Here collection of data is basically of two type Observation Asking to the respondent

Research Technique:
Conclusive research This type of research helps in researching certain conclusion and also in taking decisions

Limitations of the study:


1. The sample size is very less, hence the responses of just 7 respondents does not imply for the complete population. 2. There was lack of time and resources that prevented from carrying out an in depth study. 3. The findings of the survey are based on objective opinion of the respondents. The respondents have some word to say but there is n There is some respondents bias, which cannot be removed. 4. The Project is limited to Bhubaneswar and Cuttack.

CHAPTER-3
DATA ANALYSIS & INTERPRETATION

Total respondent for Lenovo were 8 Respondent Owner Manager Chief Accounts Officer Number 5 2 1

Chief Account Officer 13%

Respondant

Manager 25% Owner 62%

From this chart it can be found that on 62% of the owner, 25% of the Store Manager and 13% of the Chief Accounts Officer, this survey is done.

OBSERVATIONS 1. Store Location Type of Retail Location No of Store Mall Space Stand- Alone Building Commercial complex 0 1 7

Mall Space 0%

Location

Stand- Alone Building 12%

Comercial Complex 88%

From the above observation it is found that Most of the Lenovo Exclusive store are Located in the Comercial Complexs with 88%, very less in Standalone Building with 12%, and none in Mall space. 2. Visibility of store from entry point Yes No 6 2

No of Stores

No 25%

Yes 75%

It is found Most of the Stores with 75% of the store are Visible from the Entry Point and 25% of the stores are partially visible or invisible at the entry point. 3. Surrounding of the store Store facing Main Road 6

Store facing Cross Road 2

Store Facing
6 4 2 0 Main Road Cross Road Store Facing

On the basis of Facing towards the road six stores are located on the Main road and two stores are in cross road and are facing towards its relevant sides.

4. Traffic Density on the road High Traffic 3

Moderate Traffic 4 Low traffic 1

Traffic Density
Traffic Density

4 1

High

Moderate

Low

While consider the traffic density on the road on which the stores are located three of the store are having high traffic density, four stores are with moderate traffic and only one store is having is on low traffic density area.

5. Floating Population Around Store High 3

Moderate 4 Low 1

Floating Population Near Store


Floating Population Near Store

3 High

4 1 Medium Low

While considering the Floating populations near the store three of the store are having high Floating population, four stores are with moderate Floating population and only one store is having is on low Floating population area.

6. Store on Floor of the Building Basement Ground Floor First Floor Second Floor Third Floor and above 0 4 3 1 0

No of Store
Third Floor and above Second Floor First Floor Ground Floor Basement 0 0.5 1 1.5 2 2.5 3 3.5 4

No of Store

When considered the floor on which the Exclusive store located, fourstores are on the Ground floor, three are on the first floor and only one store is on the second floor. Neither a store on the basement nor in third floor and above. 7. Availability of parking for Lenovo store visitors Parking Facility Available 3

Parking Facility unavailable 5

No. of Store
Parking Facility Available Parking Facility Un-Available

37%

63%

Parking facility is available in 63% of cases and in rest 37% of store cases parking facility is unavailable.

8. Types of Board Glow Board Ordinary Non- Glow Board Flex Board 8 0 0

No of Store
8 6 4 2 0 Glow Board Ordinary Non Flex Board Glow Board No of Store

From the above findings it is very clear that all stores have Glow Board as their main board.

9. Color of the Board Orange Black Red Blue White Other 7 0 0 0 0 1

No. of Store
Other White Blue No. of Store Red Black Orange 0 1 2 3 4 5 6 7

Out of 8 stores, seven of the stores have Lenovos orange board and only one store have its own named board, rather than Lenovos board as its main board.

10. Intel Microsoft AMD None Others

Logo/Name of any other brand apart from Lenovo 0 0 0 7 1

No. Of Stores
Intel Microsoft 0% AMD None Other 0% 0%

13%

87%

From the above data it is cleared that 87% of the stores having no other brand name or their own name printed on the main board but only 13% of the store having other brand name printed on the main board.

11. Yes No

Promotional material of store visible from outside? 5 3

No. of store
Yes No

38%

62%

62% of the store having promotional material of Lenovo is visible from outside and rest 38% stores are missed this.

12. Yes No

Promotional Material of Lenovo Present Inside the Store 8 0

No of Store

Yes No

It is found that every store have the promotional material like, broacher, catalogue, and other printed promotional material found inside the store.

13. Yes No

Exterior of the Store Obstacle Free/ Not 7 1

No of Store
Yes No

13%

87%

About 87% of the stores exteriors are obstacle free and the rest 13% stores exterior is not fully obstacle free.

14. Yes No

Was the showroom well lighted? 8 0

No of Store
Yes 0% No

100%

From the above representation it is found that 100% of the store having well lighted facilities.

15.

Dressing of the RSP 30 4

Well dressed Not dressed well

No. of RSP
30 25 20 No. of RSP 15 10 5 0 Well Dressed Not Dressed well

From the above it is found that 30 of the Retail Sales Person are well dressed inside the store and during the observation and 4 of the employees are not dressed well out of total RSP of all Store. 16. Behavior of RSP 32 2

Well Behaved Not Behaved well

Not well Behaved 6%

Behavior Of RSP

Well Behaved 94%

From the data it is shown that 94% of the RSP behaved well inside the store with the Customer and 6% from the not behaved professionally with the customers who have visited the store. 17. Formals Semi Formal Casuals Attire of RSP 25 5 4

Attire of Rsp
Formals Semi Formals Casuals

12%

15%

73%

73% of the RSP are with formal attire, 15% of the RSP with semi formal attire and the remained 12 % of the RSP are in casuals attire inside the store during their working hour.

18.

Foot Wear Worn By the RSP 0 0 0 0 0 34

Formal Shoes Sports Shoes Sandals Sneaker Slipper Other

Foot Wear Worn by RSP


35 30 25 20 15 10 5 0 Formal Shoes Sports Shoes Sandals Sneaker Slipper Other Foot Wear Worn by RSP

It is really astonished finding that none of the employees have worn their foot wear, every RSPs are with on bare foot. It is found that all the store have their guide line to keep shoes outside the store.

19. Yes No

Lenovo Uniform Worn by RSP 0 34

Uniform Worn
40 35 30 25 20 15 10 5 0 Yes No Uniform Worn

None of the 34 employee have worn their uniform, while asking to their manager it come to know neither that Neither Lenovo nor they have given any uniform to those RSPs.

20. Yes No

Professional look Appealed 31 3

Professional look of RSP


35 30 25 20 15 10 5 0 Yes No Professional look of RSP

By look almost 31 of the RSPs are looking professional. Only 3 of the RSP didnt looked professional by ASKED QUESTIONARIES 1. Total carpet area of the store 350 sqft >350 - 500 sqft 500 - 1200 sqft 2 3 3

1200- 2400 sqft 0

carpet area

1200- 2400 sqft 0%

500 - 1200 sqft 43%

350 sqft 28%

>350 - 500 sqft 29%

From the above, its found that there is 28% of 350sqft, 29% of >350500sqft and 43% of >500-1200sqft carpet area based stores. 2. Genders of the RSP Gender Male Female No. of RSP 29 5

Gender
Male Female

15%

85%

It is found that 85% of the RSP are male and 15% of RSP are of female. 3. Type of employee (time split) Nature of Employee Full Time Part Time No. of RSP 27 6

% of Employee
80 70 60 50 40 30 20 10 0 Part time Full time % of Employee

While asking to the store Manager it is found that 80% of the employees are full time employee and 20% of the employees are part time employee. 4. Minimum educational qualifications of those RSPs Educational Qualifications 10th pass 12th pass BA B.sc Bcom No. of RSP 4 5 8 12 5

No of employee
14 12 10 8 6 4 2 0 10th pass 12th pass BA B.sc Bcom No of employee

It is found while interviewing to the Store Manager that five different level of educational qualified employee worked for the Store. 4 employee of10th passed doing as Peon type work, 5 employee of 12th passed are in sales promotional activity, and remain 8 BA passed,12 B.Sc passed and 5 BCom passed employees worked as Retail Sales Person and In Store Demonstrator and other financial work for the store. 5. Work Experience of those RSPs Past Experience in IT/ PC sales Past Experience in Non IT/ PC sales Non sales related experience Fresher/ First jobbers 17 8 4 5

No of Sales men

Fresher/ First jobbers

Non sales related experience No of Sales men Past Experience in Non IT/ PC sales2

Past Experience in IT/ PC sales 0 5 10 15 20

While considering on the work Experience of RSPs it is found that 5 of them are Fresher/ First jobbers, 4 of them are Non sales related experienced, 8 of them are Past Experienced in Non IT/ PC sales and 17 of them are Past Experienced in IT/ PC sales. 6. Does those RSPs undergone any sales Training program by Lenovo Undergone Training Yes No No of RSPs 3 31

Sales training
35 30 25 20 15 10 5 0 Undergone sales Traiing No Training Sales training

While asking about attending Sales Training program of Lenovo only 3 of the RSP had gone on training and the remaining had not attended any training, and it is came to know that from last few year Lenovo had not organized any such type of program, if did so not intimated to these stores. 7. Most Sold Product Product Desktop AIO Notebook Net book Tablet PC Sales in Percentage (%) 24 3 63 7 3

Sale in %
Netbook AIO Tablet PC 3% 3% 7%

Desktop 24% Notebook 63%

It is found that 63% of Notebook, 24% of Desktop, 7% of netbook, 3% of AIO and 3% of Tablet PC sold in recent days of business. COMPETITORS OBSERVATION REPORT 1. Store Location of Competitors Type of Retail Location No of Store Mall Space Stand- Alone Building Commercial complex 1 3 17

Location

Mall Space 9% Stand- Alone Building 14%

Comercial Complex 77%

From the above observation it is found that Most of the Other competitors Exclusive store are Located in the Comercial Complexs with 77%, in Standalone Building with 14%, and 9% in Mall space. 2. Visibility of store from entry point Yes No 18 2

No of Stores
No 10%

Yes 90%

It is found Most of the Stores with 90% of the store are Visible from the Entry Point and 10% of the stores are partially visible or invisible at the entry point. 3. Surrounding of the store Store facing Main Road 19

Store facing Cross Road 1

Store Facing
20 18 16 14 12 10 8 6 4 2 0 Main Road Cross Road

Store Facing

On the basis of Facing towards the road 19 stores are located on the Main road and only 1stores are in cross road and are facing towards its relevant sides.

4. Traffic Density on the road High Traffic 8

Moderate Traffic 9 Low traffic 3

Traffic Density
Traffic Density

High

Moderate

Low

While consider the traffic density on the road on which the stores are located 8 of the store are having high traffic density, 9 stores are with moderate traffic and only 3 store are having is on low traffic density area.

5. Floating Population Around Store High 8

Moderate 9 Low 3

Floating Population Near Store


Floating Population Near Store

High

Medium

Low

While considering the Floating populations near the store 8 of the store are having high Floating population, 9 stores are with moderate Floating population and only 3 store are having on low Floating population area.

6. Store on Floor of the Building Basement Ground Floor First Floor Second Floor Third Floor and above 0 12 6 2 0

No of Store
Third Floor and above Second Floor First Floor Ground Floor Basement 0 2 4 6 8 10 12

No of Store

When considered the floor on which the Exclusive store located, 12stores are on the Ground floor, 6 are on the first floor and only 2 stores are on the second floor. Neither a store on the basement nor in third floor and above.

7. Availability of parking for Lenovo store visitors Parking Facility Available Parking Facility unavailable 18 2

No. of Store
Parking Facility Available Parking Facility Un-Available

10%

90%

Well form of parking facility is available in 90% of cases and in rest 10% of store cases parking facility is unavailable.

8. Types of Board Glow Board Ordinary Non- Glow Board Flex Board 20 0 0

No of Store
20 15 10 5 0 Glow Board Ordinary Non Glow Board Flex Board No of Store

From the above findings it is very clear that all stores have Glow Board as their main board.

9. Color of the Board Orange Black Red Blue White Other 0 7 0 7 4 0

No. of Store
Other White Blue No. of Store Red Black Orange 0 2 4 6 8 10 12 14

Out of 20 stores, 7 of the Sony store have Sonys Black board, 8 of HP Store have HPs Blue and 5 of Dell store have Dells Blue colored Main Board.

10. Intel Microsoft AMD None Others

Logo/Name of any other brand apart from Lenovo 0 0 0 20 0

No. Of Stores
Intel Microsoft AMD 0% 0% None Other

100%

Neither a single Store is having no other brand name nor their own name printed on the main board.

9. Promotional material of store visible from outside? Yes No 18 2

No. of store
Yes No

10%

90%

90% of the store having promotional material of their respective brands visible from outside and rest 10% stores are missed this.

21. Yes No

Promotional Material of Lenovo Present Inside the Store 20 0

No of Store

Yes No

It is found that every store have the promotional material like, broacher, catalogue, and other printed promotional material found inside the store.

22. Yes No

Exterior of the Store Obstacle Free/ Not 19 1

No of Store
Yes No

5%

95%

About 95% of the stores exteriors are obstacle free and the rest 5% stores exterior is not fully obstacle free.

23. Yes No

Was the showroom well lighted? 20 0

No of Store
Yes 0% No

100%

From the above representation it is found that 100% of the store having well lighted facilities.

24.

Dressing of the RSP 20 0

Well dressed Not dressed well

No. of RSP
20 15 No. of RSP 10 5 0 Well Dressed Not Dressed well

From the above it is found that all 20 stores of the Retail Sales Person are well dressed inside the store and during the observation.

25.

Behavior of RSP 17 3

Well Behaved Not Behaved well

Behavior Of RSP
Not well Behaved 15%

Well Behaved 85%

From the data it is shown that 85% of the Stores RSP behaved well inside the store with the Customer, and 15% from the stores RSP are not behaved professionally with the customers who have visited the store. 26. Formals Semi Formal Casuals Attire of RSP 18 1 1

Attire of RSP
Formals 5% 5% Semi Formals Casuals

90%

90% of the RSP are with formal attire, 5% of the RSP with semi formal attire and the remained 5 % of the RSP are in casuals attire inside the store during their working hour.

27.

Foot Wear Worn By the RSP 0 0 0 0 0 20

Formal Shoes Sports Shoes Sandals Sneaker Slipper Other

Foot Wear Worn by RSP


20 18 16 14 12 10 8 6 4 2 0 Formal Shoes Sports Shoes Sandals Sneaker Slipper Other Foot Wear Worn by RSP

It is really astonished finding that none of the employees have worn their foot wear, every RSPs are with on bare foot. It is found that all the store have their guide line to keep shoes outside the store.

28. Yes No

Respective Uniform Worn by RSP 18 2

Uniform Worn
16 14 12 10 8 6 4 2 0 Yes No Uniform Worn

Almost 15 Stores employee have worn their uniform, and remain 5 stores employee have not worn their uniform. 29. Yes No Professional look Appealed 20 0

Professional look of RSP


20 18 16 14 12 10 8 6 4 2 0 Yes No

Professional look of RSP

By look almost 20 stores RSPs are looking professional.

CORRELATION ANALYSIS
Symmetric Measures
a

Value Nominal by Nominal N of Valid Cases a. Correlation statistics are available for numeric data only. Contingency Coefficient .707 9

Approx. Sig. .011

Directional Measures Asymp. Std. Value Nominal by Nominal Lambda Symmetric Retail_location Dependent Brands_of_pc_sold Dependent Goodman and Kruskal tau Retail_location Dependent Brands_of_pc_sold Dependent a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on chi-square approximation 1.000 .000 .018
c

Appro Approx. T
b

Error

x. Sig. .289 .289

.500 .333

.306 .272

1.061 1.061

1.000

.000

1.061

.289

.325

.110

.074

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 9.000
a

df 2 2

sided) .011 .043

6.279 9

a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .11.

Case Processing Summary Cases Valid N Retail_location * Brands_of_pc_sold 9 Percent 100.0% N 0 Missing Percent .0% N 9 Total Percent 100.0%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Continuity Correction Likelihood Ratio Fisher's Exact Test N of Valid Cases 9
b

Exact Sig. (2sided)

Exact Sig. (1sided)

df
a

sided) 1 1 1 .003 .189 .012

9.000

1.723 6.279

.111

.111

a. 3 cells (75.0%) have expected count less than 5. The minimum expected count is .11. b. Computed only for a 2x2 table

Symmetric Measures

Value Nominal by Nominal N of Valid Cases a. Correlation statistics are available for numeric data only. Contingency Coefficient .707 9

Approx. Sig. .003

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Continuity Correction Likelihood Ratio Fisher's Exact Test N of Valid Cases 9
b

Exact Sig. (2sided)

Exact Sig. (1sided)

df
a

sided) 1 1 1 .003 .189 .012

9.000

1.723 6.279

.111

.111

a. 3 cells (75.0%) have expected count less than 5. The minimum expected count is .11.

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Continuity Correction Likelihood Ratio Fisher's Exact Test N of Valid Cases 9
b

Exact Sig. (2sided)

Exact Sig. (1sided)

df
a

sided) 1 1 1 .003 .189 .012

9.000

1.723 6.279

.111

.111

a. 3 cells (75.0%) have expected count less than 5. The minimum expected count is .11. b. Computed only for a 2x2 table

Symmetric Measures

Value Nominal by Nominal N of Valid Cases Contingency Coefficient .707 9

Approx. Sig. .003

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 9.000
a

df 2 2

sided) .011 .043

6.279 9

a. 5 cells (83.3%) have expected count less than 5. The minimum expected count is .11.

REGRESSION ANALYSIS
Model Summary Adjusted R Model 1 R .577
a

Change Statistics Std. Error of the Estimate R Square Change F Change df1 df2 .816 .333 3.000 1 6 Sig. F Change .134

R Square .333

Square .222

ANOVA Model 1 Regression Residual Total Sum of Squares 2.000 4.000 6.000 df

Mean Square 1 6 7 2.000 .667

F 3.000

Sig. .134
a

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) TYPE OF ROAD a. B 4.000 -1.000 Std. Error .913 .577 -.577 Coefficients Beta t 4.382 -1.732 Sig. .005 .134

Dependent Variable: TYPE OF RETAIL LOCATION

Model Summary Change Statistics Adjusted R Model 1 R .218


a

Std. Error of the Estimate .745

R Square Change .048 F Change .300 df1 1 df2 6

Sig. F Change .604

R Square .048

Square -.111

a. Predictors: (Constant), OUTSIDE SIGNAGE

ANOVA Model 1 Regression Residual Total Sum of Squares .167 3.333 3.500 df

Mean Square 1 6 7 .167 .556

F .300

Sig. .604
a

a. Predictors: (Constant), OUTSIDE SIGNAGE b. Dependent Variable: VISIBILITY OF PRODUCT CATEGORIES

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) OUTSIDE SIGNAGE B .667 .333 Std. Error 1.097 .609 .218 Coefficients Beta t .608 .548 Sig. .566 .604

a. Dependent Variable: VISIBILITY OF PRODUCT CATEGORIES

CHAPTER- 4

SUMMARY OF FINDINGS

SUMMARY OF FINDINGS

Lenovo exclusive store is an important part of the IT retailing industry. According to my point of inflexion, I have given to conduct survey in Bhubaneswar and Cuttacks different locations,which generally includes the Lenovo exclusive stores in the main roads and cross roads. In case of Cross road located Stores , the customers were finding it difficult to locate it. Hence the business transactions were low in those areas. The competitive stores also form an integral part of the IT retailing stores. According to my point of view, I have been allotted to conduct survey in the twin city of different locations,which mostly includes the competitive stores in the main roads.Hence,the customers were very much comfortable and find suitable to locate it. Also the floating population over that area is quite higher than the Lenovo store located areas. Therefore,the business transactions were high in those areas. The promotional and decoration of the competitor stores are quite better than Lenovo. It is also seen in case of Cuttack that the Lenovo store owner had taken the authorization from the Lenovo but neither the exclusive store made nor promoting the product from the store side. In the Lenovo exclusive stores, the retail sales persons were neatly dressed and nicely groomed. They showed positive and polite behavior while I was conducting survey. They were mostly friendly. It is same in the case of competitor also. In the competitive stores, the retail sales persons were fully accounted to be appealing and professional. They showed positive and polite behavior while I was conducting survey. While coming to the task handling of the Lenovo stores RSPs they only showing those product what the customer asked for, but in same situation the RSPs of other competitor stores they doing the same along with prompting for

the next best product for the customer. Also taking care of customer choices. Prompting and promoting for the newly launched product. Both in the Bhubaneswar and Cuttacks some of the store had not placed the Lenovos product in a systematically or any decorated manner, that attract the customer to have a look towards it. In the same case, the competitor well showed their product at those places what attract any customer. By comparing the above two types of stores, the competitive stores have a strong market position with respect to the Lenovo exclusive stores. The market demand of the Lenovo exclusive stores is less as compared to the competitive stores due to un-favorable locations. Coming to the perception of customers, the customers were not fully satisfied with the design and quality of Lenovo. The customers were not satisfied with the battery backup of Lenovo as compared to other brands. Whereas the competitors like Dell,HP,SONY,the customers were fully satisfied with the design and quality.Hence,according to customer point of view other competitors were far better than Lenovo. Also some complain from the RSPs of Lenovo store that the company is giving good service to those products which had sent for repair purpose. Also it became a point of discussion there that Lenovo is not supplying the promotional material. RSPs are not confident about what Lenovo promise to the customer.

Chapter-5 SUGGESTIONS & CONCLUSIONS

Suggestions
1. The Location for the store be studied well and to be shifted for a good competition. 2. Carpet area for the store should be maximized. 3. Parking facility should be available for the customer. 4. Along with the Location, Promotion should be more priorities. 5. Promotional material should be available to the LES in stipulated time 6. RSPs should be trained once in every 6 month. 7. Company representative should visit store at least once in every quarter. 8. Lenovo should promote Owner of the LES for more and more sale. 9. Lenovo should improve on Design and Quality. 10. Real time services should be provided to the customer

CONCLUSION
After completion of the project we have seen the different aspects of this Project. Also I have gained some new experience about the consumer research. While surveying I have met a large number of people, with different perceptions, with different nature, and as a result of this I have learnt a lot of things like how to deal with the corporate people, conversation with different marketing, sales manager and executive along with the customer with different behavior. I have benefited a lot and this will definitely help us a lot in the future.

BIBLIOGRAPHY

BIBLIOGRAPHY: Books :
Marketing Management by Philip Kotler Marketing Management by Rajan Saxena Websites: www.google.com www.imrbint.com Newspapers: The Times of India Indian Express Hindustan Times The Hindu

Existing Records of IMRB Research Review

QUESTIONARRIES FOR LENOVO EXCLUSIVE STORES 1. Store Location Type of Retail Location Mall Space Stand- Alone Building Commercial complex
2. Visibility of store from entry point Yes No

No of Store 0 1 7

3. Surrounding of the store Store facing Main Road Store facing Cross Road

4. Traffic Density on the road High Traffic Moderate Traffic Low traffic

5. Floating Population Around Store High Moderate Low

6. Store on Floor of the Building Basement Ground Floor First Floor Second Floor Third Floor and above

7. Availability of parking for Lenovo store visitors Parking Facility Available Parking Facility unavailable

8. Types of Board Glow Board Ordinary Non- Glow Board Flex Board

9. Color of the Board Orange Black Red Blue White Other

10. Intel

Logo/Name of any other brand apart from Lenovo

Microsoft AMD None Others 11. Yes No 12. Yes No Promotional Material of Lenovo Present Inside the Store Promotional material of store visible from outside?

13. Yes No 14. Yes No 15.

Exterior of the Store Obstacle Free/ Not

Was the showroom well lighted?

Dressing of the RSP

Well dressed Not dressed well 16. Behavior of RSP

Well Behaved Not Behaved well 17. Attire of RSP

Formals Semi Formal Casuals

18.

Foot Wear Worn By the RSP

Formal Shoes Sports Shoes Sandals Sneaker Slipper Other 19. Lenovo Uniform Worn by RSP

Yes No

20. Yes No

Professional look Appealed

21.

Total carpet area of the store

350 sqft >350 - 500 sqft 500 - 1200 sqft 1200- 2400 sqft 22. Genders of the RSP No. of RSP

Gender Male Female

23.

Type of employee (time split) No. of RSP

Nature of Employee Full Time Part Time

24.

Minimum educational qualifications of those RSPs

Educational Qualifications 10th pass 12th pass BA B.sc Bcom

No. of RSP

25.

Work Experience of those RSPs

Past Experience in IT/ PC sales Past Experience in Non IT/ PC sales Non sales related experience Fresher/ First jobbers

26.

Does those RSPs undergone any sales Training program by

Lenovo Undergone Training Yes No No of RSPs

27.

Most Sold Product Sales in Percentage (%)

Product Desktop AIO Notebook Net book Tablet PC

QUESTIONARRIES FOR COMPETITOR EXCLUSIVE STORES 1. Store Location Type of Retail Location Mall Space Stand- Alone Building Commercial complex No of Store 0 0 0

2. Visibility of store from entry point Yes No

3. Surrounding of the store Store facing Main Road Store facing Cross Road

4. Traffic Density on the road High Traffic Moderate Traffic Low traffic

5. Floating Population Around Store High Moderate Low

6. Store on Floor of the Building Basement Ground Floor First Floor Second Floor Third Floor and above

7. Availability of parking for Lenovo store visitors Parking Facility Available Parking Facility unavailable

8. Types of Board Glow Board Ordinary Non- Glow Board Flex Board

9. Color of the Board Orange Black Red Blue White Other

10. Intel

Logo/Name of any other brand apart from Lenovo

Microsoft AMD None Others 11. Yes No 12. Yes No Promotional Material of Lenovo Present Inside the Store Promotional material of store visible from outside?

13. Yes No 14. Yes No

Exterior of the Store Obstacle Free/ Not

Was the showroom well lighted?

15.

Dressing of the RSP

Well dressed Not dressed well 16. Behavior of RSP

Well Behaved Not Behaved well 17. Formals Semi Formal Casuals Attire of RSP

18.

Foot Wear Worn By the RSP

Formal Shoes Sports Shoes Sandals Sneaker Slipper Other

19.

Specified Uniform Worn by RSP

Yes No 20. Yes No Professional look Appealed