PROJECT REPORT ON MANAGEMENT OF DISTIBUTION PROCEDURE FOLLOWED BY SHOPPING MALLS WITHIN GUWAHATI CITY

Submitted in partial fulfilment of the requirement for the award of the degree of B.COM 6th SEM 2014-03-01 Submitted To: APURBA SARMAH B.COM 6TH SEM ROLL- 0003 Page 1

CERTIFICATEThis is to certify that Sudhanshu leekha pursuing Bachelor of BusinessAdministration from Ideal Institute of Management and Technology hascompleted this project under my supervision and guidance. He has takencare of all necessary aspects and shown interest and sincerity during thecompletion of the project report on Effect Of Branding On ConsumerBuying Behavior to my full satisfaction.I certify that this project is up to my expectations as per the guidelineslaid down by Guru Gobind Singh Indraprastha University.Mrs. Astha Sharma andDr. Richa Gupta

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ACKNOWLEDGEMENT Management is a profession wherein no work can be accomplished without the help and assistance of a large number of people, be it your superiors or subordinates. A good manager is the one who knows how to get the work accomplished with the help of his colleagues. As future managers, we are taught to practice such behaviour at every step. This project is also a part of it.I would like to thank Ideal Institute of Management and Technology for providing me with this great opportunity to work on this report and choosing my own topic of interest. Further I would also like to thank everyone in Ideal Institute of Management and Technology with whom I have come in contact during the preparation of this dissertation. I wish to express my sincere gratitude to Mrs. Roji Sharma for their extended support during the study and preparation of the report. All have been profoundly instrumental in making the project undertaken the source of knowledge providing all the support and necessary guidance. SUDHANSHU LEEKHA

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EXECUTIVE SUMMARY Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for every time but not the vice versa. Brand is name or logo that plays the role in the mind of the customer. Brands do not compete in the product area but compete for the mind space of the customer. A brand once established in the mind of the customer becomes indelible when customer identifies itself with that particular Brand. Branding is an effective marketing strategy tool that has been used with frequent success in the past. Branding can be an effective and powerful tool for all types of business organizations. If brand owners use their product correctly, the payoffs can be substantial. However, if brands are mismanaged, the results can be damaging. This report is aimed to investigate the effect of brand on consumer buying behaviour. How much consumers are prepared to pay for branded products, how important they consider price, brand or other factors during their purchasing decisions. The Report aimed at comprehensive literature review on branding, brand loyalty, brand awareness, brand equity and brand perceptions, price sensitivity and willingness to pay.

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TABLE OF CONTENTS Chapter 1 Introduction 01-061.1 Introduction 021.2 Project Aims & Objectives 031.3 Limitations of the Project 062. Chapter 2 Literature Review 07-202.1 Understanding Branding 08 2.1.1 History of Branding 11 2.1.2 Branding in todays Markets 13 2.1.3 Importance of Branding 15 2.1.4 Development of Brand Equity 18 2.1.5 The Competitive Advantage of Brand Loyalty 192.2 Understanding Consumer Buying Behavior 21 2.2.1 Factors Affecting Consumer Buying Behavior 22 2.2.2 Consumer Buying Decision Process 25 Brandings Influence on Consumer Purchasing Behavior 28 2.3.1 Impact on the Consumer Learning Process 31 2.3.2 Impact on Consumers Perception of Brands 32 2.3.3 Impact on Consumers Attitudes towards Brands 362.4 Positioning 37 2.4.1 Usefulness of Positioning 37 2.4.2 Brand Positioning 38 2.4.3 Elements of Positioning 393. Chapter3 - Research Methodology 41-433.1 Introduction 423.2

Research Approach 423.2.1 Secondary Data 423.2.2 Primary Data 433.3 Data Collection Tools 434. Chapter 4 - Findings & Analysis 44-734.1 Secondary Research Findings 45 4.1.1 Current Consumer Trends 48 4.1.2 Top Brands in India 51 Page 6 Primary Research Findings 575. Chapter 5 - Conclusions & Recommendations 74-795.1 Conclusions 755.2 Recommendations 77 Bibliography 80 Annexure 81-87

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CHAPTER (1)
INTRODUCTION :Definition of 'Distribution Management': Overseeing the movement of goods from supplier or manufacturer to point of sale. Distribution management is an overarching term that refers to numerous activities and processes such as packaging, inventory, warehousing, supply chain and logistics. Investopedia explains 'Distribution Management': Effectively managing the entire distribution process is critical to financial success and corporate longevity. The larger a corporation or the greater the number of supply points a company has, the more it will need to rely on automation to effectively manage the distribution process. Product distribution (or place) is one of the four elements of the marketing mix. Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries. The other three parts of the marketing mix are product, pricing, and promotion.

Shopping mall
From Wikipedia, the free encyclopedia

The interior of the Toronto Eaton Centre in Toronto, Canada.

A shopping mall, shopping center/centre, shopping arcade, shopping precinct, or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to walk from unit to unit. Other establishments including movie theaters and restaurants are also often included. As traders moved into more spacious shops in the early 19th century high streets developed, but wealthier people (who could afford to travel to city centres for pleasure) started wanting shelter from rain, so shopping arcades were developed. With new innovations like escalators

these evolved into shopping centres and with the rise of the automobile these evolved into shopping malls.[citation needed] From early on, the design tended to be inward-facing, with malls following theories of how customers could best be enticed in a controlled environment. Similar, the concept of a mall having one or more "anchor stores" or "big box stores" was pioneered early, with individual stores or smaller-scale chain stores intended to benefit from the shoppers attracted by the big stores.[1]

Contents
Shopping centres

The Guwahati city has several shopping malls:[30]

Eastrends The HUB Ohio Shopping Fort mall Sohum Shoppe (Fancy Bazar & GS Road) Sohum Emporio The Cube Dona Planet Westside Pantaloons Spanish Garden Dihang Arcade Big Bazaar Metro Bazar Vishal Megamart Reliance Trendz Megha Plaza Anil Plaza Big Bazaar Shoppers Point FBB (Fashion at Big Bazaar) Anmol Bazar at Kahilipara (colony bazar) Daily Bazar at Rehabari