CENTRAL UNIVERSITY OF

HIMACHAL PRADESH

ASSIGNMENT OF MARKETING
RESEARCH

AFFECT OF Organized Retail in the Rural Markets in India

SUBMITTED TO
SUBMITTED BY-

Dr. Sarvesh Kumar Mr

Abhinash
Assistant professor CUHP Roll No-
CUHP15MBA03

Dharamshala HP

Affect Of Organized Retail in the Rural Markets in India

Abstract
Retail is a buzz word in todays changing business environment. Different industrial
sectors are in the phase of transition from conventional business models to innovative,
market driven and consumer centric models. In India retail is not a new word, however
the emerging formats of retailing are changing the entire scenario and posing tough
challenges in front of Indian retailers. They are now designing customized retail
products and services and targeting the untapped segment of the market. Presently,
nearly 60% of the population resides in rural India and their retail requirements are
partially met by the unorganized retail stores. This study is an attempt to explore the
potential of rural retail market of India, accessing their needs for products and brands.
The study also aims at developing a business model for the rural retail market in India.

.Main Objective:
The main objective of research is to analysis how the organized retail affects the
customer purchasing decision in rural areas

Sub Objective:
The sub objective of research is to understand the needs of the rural India and
available options to fulfill the need

Research methodology
Descriptive research can be explained as a statement of affairs as they are at
present with the researcher having no control over variable. Moreover, descriptive
research may be characterised as simply the attempt to determine, describe or
identify what is, while analytical research attempts to establish why it is that way or
how it came to be.
Descriptive research is aimed at casting light on current issues or problems through
a process of data collection that enables them to describe the situation more
completely than was possible without employing this method.

An important distinctive trait of descriptive research compared to alternative types of

studies relates to the fact that while descriptive research can employ a number of
variables, only one variable is required to conduct a descriptive study. Three main
purposes of descriptive studies can be explained as describing, explaining and
validating research findings.

Data collection
Primary data is original research that is obtained through first-hand investigation,
while secondary data is research that is widely available and obtained from another
party. Primary data includes information collected from interviews, experiments,
surveys, questionnaires, focus groups and measurements.
This research is based on questionnaire

Data collection is the process of gathering and measuring information on targeted

variables in an established systematic fashion, which then enables one to answer
relevant questions and evaluate outcomes.