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DISSERTATION PROJECT REPORT

CUSTOMER SATISFACTION LEVEL IN


SPENCERS
(A Multi Departmental Store)

Submitted in partial fulfillment of requirement of Post


Graduate Diploma in Management (PGDM)

Submitted To: Submitted By:


Prof. (Dr.) Preeti Singh GAUTAMI JHINGARAN
(Professor) Roll No: 25
Batch 2015-17

JAGANNATH INTERNATIONAL MANAGEMENT


SCHOOL, KALKAJI

1
DECLARATION

I hereby declare that the project entitled Customer Satisfaction in


Spencers (A Multi Departmental Store) undertaken at Jagannath
International Management School, Kalkaji is my original work and this
project has not been submitted elsewhere.

(GAUTAMI JHINGARAN)

ACKNOWLEDGEMENT
2
Undertaking any project in life proves to be a milestone in more ways than one.
Its successful completion relies on a myriad people and their priceless help.

I am deeply indebted to all who have inspired, guided and helped me in the
successful completion of the project. I owe debt of gratitude to them, who were
so generous with their valuable time and expertise.

Through this acknowledgement I express my sincere gratitude towards all those


people who helped me in this project, which has been a learning experience.

I am thankful to my guide and mentor Prof. (Dr.) Preeti Singh for guiding me
throughout this study without her help this thesis would have not be completed.

I appreciate the co-ordination extended by my friends and also express my


sincere thankfulness to the entire faculty members of JIMS, Kalkaji for giving me
the opportunity to do this project/study and also assisting me for the same.

(GAUTAMI JHINGARAN)

PREFACE
3
The main aim of this study is to examine the customer satisfaction level of

shoppers in Spencers. This project examines the current status of

Spencers and to find out the customers response towards it. It also

discusses the satisfaction level of customers in different attributes of

Spencers such as mode of payment, income status as well as expenditure

pattern and to identify the main competitors of Spencers. The scope of this

research is to depict the customer satisfaction level in multi brand store-

Spencer. The study does not say anything about rural behavior of

customer because rural norms/status/attitude & acceptance of the rural

customers differs with urban customers. It aims to understand the skill of

the company in the area like technological advancement, competition in

management. The study shows customers satisfaction level with

Spencers.

The study deals with the rate of customer satisfaction level with Spencers.

The research is also important to identify Market size, growth and Market

Potential of Spencers. The research shows future Scenario of Spencers

in current perspective. The study shows Opportunities and challenges for

Spencers with respect to internal & external environment. Research says

about main competitors in the field of organized retail sectors. The study

provides guidelines to further extension of Spencers.

4
TABLE OF CONTENTS

CHAPTER-I Page No.

Introduction 7

Objectives of the study 12

Scope of the study 13

Significance of the study 14

CHAPTER-II

Theoretical Perspective 16

Company Profile 20

Literature Review 32

CHAPTER-III

Research Methodology 35

CHAPTER-IV

Data collection 39

Data analysis and interpretations 40

CHAPTER-V

Findings of research 75

CHAPTER-VI

Conclusions 78

CHAPTER-VII

Suggestions 81

CHAPTER-VIII

Limitations of the study 83

5
Bibliography 88

ANNEXURE(S) 89

CHAPTER - I

1. Introduction

2. Objectives of the study

3. Scope of the study

4. Significance of the study

6
INTRODUCTION

As customers tastes and preferences are changing, the market scenario is also changing

from time to time. Todays market scenario is very different from that of the market scenario

before 1990. There have been many factors responsible for the changing market scenario. It

is the changing tastes and preference of customer which has bought in a change in the

market. Income level of the people has changed; life styles and social class of people have

completely changed now than that of olden days. There has been a shift in the market

demand in todays world. Technology is one of the major factors which is responsible for this

paradigm shift in the mark. New generation people are no more dependent on haut market

and far off departmental stores. Today we can see a new era in market with the opening up of

many departmental stores, hyper market, shoppers stop, malls, branded retail outlets and

specialty stores. In todays world shopping is not any more tiresome work rather its a pleasant

outing phenomenon now.

The study is based on a survey done on customers of a supermarket named Spencers

.Spencers is a new type of market which came into existence in India since 1996. It is a type

of market where various kinds of products are available under one roof. My study is on

determining the customer satisfaction level of shoppers in multiband chain store- Spencers.

My study will find out the current status of Spencers and determine where it stands in the

current market.

This market field survey will help in knowing the present customers tastes and preferences. It

will help me in estimating the customers future needs, wants & demands.

RPG GROUP:

Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based
on the 'Food First' Format (it mainlyoffers fresh and packaged food). Many outlets though

7
sport multiple formats for retailingfood, apparel, fashion, electronics, lifestyle products, music
and books. It is owned by the RPG Group, a major business house.

Retailing:

The Indian consumer could well be crowned King with all economic indicators in the right

place. Queuing up for the coronation ceremony are a multitude of global companies that are

looking at India as the next consumer market powerhouse. And it seems to be the retail sector

that will give consumers the royal status.

In this study I will try to find out the present scenario of retail market in India. This project will

give focus on the global scene to retail industry and what will drive the growth of industry in

the future.

Retailing is the final step in the distribution of merchandise, the last link in supply chain

connecting the bulk procedures of commodities to the final consumers.

Retailing in India is thoroughly unorganized. There is no supply chain management

perspective. According to a survey b y AT Kearney, an overwhelming proportion of the Rs.

400,000 corer retail market is UNORGANISED. In fact, only a Rs. 20,000 Crores segment of

the market is organized.

From a size of only Rs.20, 000crores, the ORGANISED retail industry will grow to Rs. 160,000

core by 2005. The TOTAL retail market, however, as indicated above will grow 20 per cent

annually from Rs. 400,000 corer in 2000 to Rs. 800,000 corer by 2005

A study by McKinsey points out that India's market for consumer goods can reach a w $450

billion by 2011 - making it one of the five largest in the world. Further, KPMG in a recent report

titled `Consumer Markets in India - the next big thing?' has said: "India represents an

economic opportunity on a massive scale, both as a global base and a domestic market." The

report, however, finds that the next leap in the growth of the consumer market will be

spearheaded by the changing dynamics of the retail sector. "Companies expect that the next

cycle of change in Indian consumer markets will be the arrival of foreign players in consumer

8
retailing. Although FDI remains highly restricted in retailing, most companies believe that will

not be for long," says DeepankarSanwalka, Executive Director and Head - Consumer Markets,

KPMG India.

The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail

market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In fact, KPMG

finds that the organized retail sector in India is expected to grow at a higher rate than GDP

growth in the next five years, driven by changing lifestyles, strong income growth and

favorable demographic patterns. According to EIU, India currently has more than five million

retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is

changing fast. The structure of retailing is developing rapidly with malls becoming increasingly

common in large cities, and development plans being projected at 150 new shopping malls by

2012.

9
ORGAINZED RETAILING

Organized retailing got a leg up during 2004 with the opening of new format stores, rapid

growth of existing players, start-up of new-generation shopping malls, the Government's

intention of allowing a certain level of foreign direct investment in retail and the formation of a

retailers' association. With consumer sentiment positive during most of 2004, it led to

substantial spending across a number of categories such as consumer durables, clothing and

lifestyle, automobiles and telecom products. At the beginning of this decade, organized

retailing accounted for a mere $2.9 billion in India. This is only 1.25 per cent of the estimated

total retail market. This share has already grown to 2 percent growth projections for retail

business varies widely. Some studies estimate that by 2007, the share of organized retail in

the retail pie will jump three times to reach

Retail industry in India is at the cross road. It has emerged as one of the most dynamic and

fast paced industries with several players entering the market. The future is promising the

market is growing government policies are becoming more favorable and emerging

technology and facilitating operations.

Some key facts retail in India largest industry accounting for over 10% of the country GDP and

around 8% of the employment.

The market size of Indian retail industry is about US $ 312 billion.

10
EMERGING TRENDS IN ORGANIZED RETAILLING

Over the last five years, a number of large business groups such as Tatas, RPG, Rheas and

Piramals has set up stores/malls and built businesses within retail. These include the Rs1.9bn

Food World - a leading supermarket chain set up by RPG; the RheasRs1.8bn Shoppers Stop

- a multi-brand departmental outlet and the Crossroads Mall set up by the Phrasals. While

many of these initiatives were initially driven by the need to use existing real estate, they are

beginning to assume the contours of a serious business today.

Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail to

grocery and convenience stores. Suitability of location, optimal utilization of real estate,

diversifying business to reduce reliance on the commodity nature of fuel retail business and

improve margins are the key factors that has lead fuel majors to

enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more successful

of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old Chennai based

chain selling consumer durables and Narulas - the food chain in North India.

Interestingly, manufacturers are also looking for forward integration and are building chains

around brands. Brands in apparel, footwear and durables have driven the growth of specialty

chains and upgraded existing multi-brand outlet.

11
OBJECTIVES OF THE STUDY

1. To examine the customer satisfaction level of shoppers in

Spencers.

2. To examine the current status of Spencers.

3. To find out the customers response towards Spencers.

4. To study the satisfaction level of customers in different attributes of

Spencers.

5. To identify main competitors of Spencers.

12
SCOPE OF THE STUDY

1. The scope of this research is to identify the customer

satisfaction level in multi brand store- Spencers.

2. This research is based on primary data.

3. The study does not say anything about rural behavior of

customer because rural norms/status/attitude & acceptance of

the rural customers differs with urban customers.

4. It helps to further perform a research for organized retail

sector

5. It aims to understand the skill of the company in the area

like technological advancement, competition in management.

13
SIGNIFICANCE OF THE STUDY

1. The study shows customers satisfaction level with Spencers.

2. Its provide guideline for further research in area for organized

retail.

3. The research is also important to identify Market size, growth and

Market Potential of Spencers.

4. The research shows future Scenario of Spencers in current

perspective.

5. The study shows Opportunities and challenges for Spencers with

respect of internal & external environment.

6. This study has projected the main competitors in the field of

organized retail sectors.

14
7. The study provides guidelines to further extension of Spencers.

8. The study helps to understand the customers satisfaction with

Spencer stores.

CHAPTER - II

15
THEORETICAL PERSPECTIVE

INDIAN CONSUMPTION COSMOS

Cosmos Group has different specialized divisions which are handled by qualified and
experienced professionals. We provide quality products, plants and equipments at most
competitive prices with specialized after sales service. We are also able to arrange financing
of the projects. A few of our divisions are as below: -

1. Industrial Plants
2. Healthcare
3. Food& Agricultural Machineries &Agri Technologies
4. Solar& Renewable
5. Energy
6. Oil& Gas
7. Port handling equipments
8. Housing& Infrastructure development

Cosmos has its head office in New Delhi and has branch offices in major states of India.
Cosmos has many international offices and associates worldwide.

The Group is headed by Mr. Anil K. Agarwal - President. He has been President of
ASSOCHAM - the National Apex Chamber of Commerce and Industry of India.

During past decades private final consumption expenditure has been the key driver economic

growth in India.

16
c ons u m p tio n
s p en d ing $3 5 0
b illio n
Te lep h
on e
1.8%

E n te ra in fas h ion
m en t a ccesso ries
7.9% 5.5%

Fa sh i co n su m e
on r d u ra b le
9.5% 4%

fo o fu rn itu
d re
62 3.4%
%

Book & H ealth ,


m u sic b e a uty &
1.1 p h a ra m a 3 .8 %

A layout chart of Spencers

LAYOUT INDEX

1. HELP DESK

2. LADIES ITEMS

3. PILLARS USED FOR DISPLAYING INFORMATION

4. SMALL DAILY WOOLEN CLOTHS

5. KITCHEN ITEMS

17
6. MEN ACCESSORIES UNDERGARMENTS, SHAVINGCREAM

7. LADIES ACCESSORIES LINGERIES, UNDER GARMENTS

8. LADIES COSMETICS, BANGLES, EARRINGS

9. SCHEME BASED PROMOTIONAL ITEMS

10. FRUITS

11. VEGETABLES

12. ELECTRONIC ITEMS

13. CASH COUNTER

18
MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans

to focus on lifestyle products. The Mahindra group is the fourth large Indian business group to

enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti

Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a

range of products, or both.

RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super,

Daily & Fresh

PantaloonRetail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station,

Brand Factory, Depot, E-Zone etc.

The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan

Industries with World of Titans showrooms, Tanishq outlets, Chroma.

K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, In orbit

Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise

brand stores.

Pyramid Retail-Formats: Pyramid Megastore, TruMart

Nilgiris-Formats: Nilgiri's supermarket chain

Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.

Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

19
ORGANIZATIONAL CHART

20
COMPANY PROFILE

ABOUT SPENSERS

Spencers is the companys foray into the world of hypermarket discount stores, the first of its

kind in India. Price and the wide array of products are the USPs in Spencers. Close to two

laces products are available under one roof at prices lower by 6 to 60 per cent over the

corresponding market prices. The high quality of service, good ambience, implicit guarantees

and continuous discount programmers have helped in changing the face of the Indian retailing

industry. A leading foreign broking house compared the rush at Spencers to that of a local

suburban train.

Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based

on the 'Food First' Format (it mainly offers fresh and packaged food). Many outlets though

sport multiple formats for retailing food, apparel, fashion, electronics, lifestyle products, music

and books. It is owned by the RPG Group, a major business house.

Industry Retail

Founded 1996

Headquarters Kolkata, West Bengal,


India

21
Number of locations 400 Across 60 Cities [1]

Employees 60,000+

Parent RPG Group

Website spencersretail.com

Formats of Spencers outlets

Spencers has retail footage over 2 million square feet and over 400 Spencers stores in 65
cities.

The Company operates through the following formats:

22
1. Spencers Hypermarkets:A fast growing retail network of hypermarkets with large
format stores in Mumbai, Gurgaon, Ghaziabad, Lucknow, Calicut, Hyderabad, Vizag,
Vijaywada, Aurangabad, Durgapur and Kolkata.

2. Spencers super: One of the largest supermarket chains in the food and grocery
segment in India.

3. Spencers Daily: Small format stores conveniently located with a range of products to
meet daily household needs.

4. Spencers express: Food and grocery store next door.

Spencers Daily

23
Fresh Fruit Stall Market stallManton Market

The Spencers Daily store is a friendly neighborhood store, which caters to the entire
daily shopping needs- from regular groceries to fresh food and also weekly top-up
shopping.
It is about 4000-7000 sqft in size and with a bright and friendly atmosphere; Spencers
Daily saves the hassle of bargaining with the local kirana shop owners (because it
offers the lowest possible prices).

Spencers Express

24
Spencers Express is a store next door for the fresh needs at arms length.
These stores are around 1000 sqft in size. They are open from 7 am to 9 pm and also
provides with home delivery.
The Express stores stock dairy, fruit and vegetables, bread and bread products, cut
vegetables/ready to cook, fruit juice, fresh batter, fresh coffee/tea, fresh masalas, fresh
pickles, fresh Ghee, fresh Fish and meat.

25
Spencers Fresh

Spencers fresh stores provide with an enjoyable and convenient


shopping environment in very own neighborhood. These 2000 sq ft. air
conditioned stores are well stocked with Fresh food of very best quality,
such as fresh farm produce, vegetables, fruit, milk, eggs, breads and
much more. With an impressive range and a clean, bright and hygienic
ambience, Spencers Fresh is far better the regular sabzimandis or local
vegetables markets and at Spencers.
Fresh consumers not only do get fresh, clean and tasty farm produce but
also the lowest possible prices in the locality, yes even lower than
sabziwala!

26
Spencers Super

The Spencers Super is the place to go for the monthly shopping.


About 8000-15000 sq ft. in size, the Spencers Super not only caters to the daily
needs but also stocks home care products; personal care products, Bakery,
Chilled and frozen food; Baby care besides groceries & staples, Fresh fruits and
vegetables.

27
Spencers Hyper

The Spencers Hypermarkets are huge destination stores, more than 25,000
sq ft. in trading area. Shoppers come here looking for fantastic deals across all
categories.

Hypermarkets ensure a comfortable, clean, bright and functional ambience to


shop along with the convenience of finding everything under one roof at the
best value for money.

28
Background

Indias first modern format hypermarket was opened by Spencers in Hyderabad in January
2001. Located over an area of 1, 20,000 sq.ft., the store has a trading area of 36,000 sq.ft.
The Spencers hypermarkets, located across the country, are open throughout the day, seven
days a week, and 365 days a year.

Spencers already employ over 9000 employees across 60 cities. Roughly 1/3 rd of the team
are women.

Spencers began its operations in India way back in 1863 and since then has remained a part
of the lives of Indian consumers. 145 years later, the Spencers name still evokes special
memory of authentic quality at affordable prices.

Snapshot

Different Formats of Spencers

Format Stocks Minimum


Trading
Area (sq. ft.)
Spencers Express dairy, fruit and vegetables, bread and
bread products, fruit juice, fresh batter, 1000
fresh coffee/tea, masalas, pickles,
Ghee, Fish and meat.
Spencers Fresh vegetables, fruit, milk, eggs, breads 2000

Spencers daily regular groceries 4000-7000

Spencers Super home care products; personal care 8000-15000


products, Bakery, Chilled and frozen
food; Baby care products
Spencers Hyper Miscellaneous More than
25000

29
FACILITIES PROVIDED BY SPENCERS TO THERE CUSTOMER

They provide help desk to their customers.

They provide buckets and trolley to them.

They provide better atmosphere to their customers like (A.C).

The products are placed in a systematic way so that customer can take it easily.

They provide self service and self selection.

They also provide discounts in every week.

Provides better cash counters.

Also focus on cleanness of stores.

30
MINIMUM PRICE CONCEPT

Spencers core concept is to create a blend of a typical Indian Bazaar and International

supermarket atmosphere with the objective of giving the customer all the advantages of

Quality, Range and Price associated with large format stores and also the comfort to See,

Touch and Feel the products. The company has recently launched an aggressive private

label program me with its own brands of tea, salt, spices, pulses, jams, ketchups etc. With

unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has

proved to be a hit with customers all over the country.

Spencer is a chain of shopping malls in India, which work on economies of scale. They have

had considerable success in many Indian cities and small towns provides quality items but at

an affordable price. It is a very innovative idea and this hypermarket has almost anything

under one roof.Apparel, fruits, ice creams, Household Appliances and more. The ambience

and customer care adds on to the shopping experience.

31
PRODUCTS AVAILABLE IN SPENCERS

1. LADIES ITEMS

2. PILLARS USED FOR DISPLAYING INFORMATION

3. WOOLEN CLOTHS

4. KITCHEN ITEMS

5. MEN ACCESSORIES UNDERGARMENTS, SHAVINGCREAM

6. LADIES ACCESSORIES LINGERIES, UNDER GARMENTS

7. LADIES COSMETICS, BANGLES

8. SCHEME BASED PROMOTIONAL ITEMS

9. CASH COUNTER

10. FRUITS

11. VEGETABLES

12. ELECTRONIC ITEMS

32
Literature Review
Spencers is the companys foray into the world of hypermarket discount stores, the first of its

kind in India. Price and the wide array of products are the USPs in Spencers. Close to two

laces products are available under one roof at prices lower by 6 to 60 per cent over the

corresponding market prices. The high quality of service, good ambience, implicit guarantees

and continuous discount programmers have helped in changing the face of the Indian retailing

industry. A leading foreign broking house compared the rush at Spencers to that of a local

suburban train.

Spencer's Retail is a chain of retail stores based in Kolkata, West Bengal. Spencer's is based

on the Food First' Format (it mainly offers fresh and packaged food). Many outlets though

sport multiple formats for retailing food, apparel, fashion, electronics, lifestyle products, music

and books. It is owned by the RPG Group, a major business house

Several researchers have worked on customer satisfaction of products and


service of Spencers Multi departmental store. Some of them have been cited
below:

1. EminBabakus, Carol C Bienstock, James R Van Scotter (2004)explored the


Effects of perceived customer satisfaction, merchandise and service quality, relative
to competition on Spencers and its performance. Results suggest that both the
service and the merchandise quality exert significant influence on store performance,
measured by sales growth and customer growth and their impact is mediated by
customer satisfaction.

2. Anselmsson Johan (2006) examined sources of customer satisfaction with


Spencers with A Comparative Study of Different Customer Segments in Spencers.
Researcher had taken 8 factors like selection, atmosphere, convenience, sales
people, refreshments, location, promotional activities and merchandising policy to
find out the customer satisfaction. The result was focused on number of
33
characteristics of shopping malls in comparison of customer satisfaction. Researcher
had found that Selection was the most important factor of customer satisfaction.
3. Anu Singh and KaurTripat (2006) explained the Strategies adopted by Spencers to
keep pace with the changing moods of the shoppers and their satisfaction level. The
study addressed how factors within and outside the stores affect store-level shopping
decisions. The six main indicators on the basis of which retailers decide to go for a
specific type of retail format are: Price, Sales Personnel, Quality of Merchandise,
Assortment of Merchandise, Advertising, Services and other Convenience Services.

4. Panandikar S.C. and Rajiv Gupte (2007) studied Models of Consumer Behavior in
Mall Culture, state that Malls have revolutionized the concept of retailing and they
pose serious competition to their conventional counterparts in terms of service,
ambience, price, access to the brands etc. They observed that most preferred items
are food andstationary followed by toys and beauty care products. Price was observed
as influencing factor followed by product offer, shop display and previous experience.

Drawbacks And Challenges In The Above Researches

1. In the above researches, there is less focus to study and compare Spencers with its

competitors such as Kirana stores and other retail outlets.

2. Other minor factors which plays an important role are not deeply discussed such as,

Expenditure pattern of customer, Customer visit related aspects, Brand preference of

customers, encouraging factor for customers, infrastructural issues, most demanded products,

etc.

3. The study does not talk about the USP of Spencers i.e. MINIMUM PRICE CONCEPT.

The approach followed in this research

1. In this research, there is more focus on comparative analysis of Spencers with its

major competitors in the markets.

2. The study talks and explains briefly about the MINIMUM PRICE CONCEPT of

Spencers.

3. The research shows future Scenario of Spencers in current perspective.

4. The study helps to further perform a research on other organized retail sectors as well.

34
5. The study also aims to understand the skill of the company in the area like

technological advancement, competition management, etc.

35
CHAPTER-III

36
Research Methodology

This study is based on primary research by administering a questionnaire in Delhi, Faridabad


and Gurgaon. It is based on sample study of 100 respondents. In addition secondary sources
of data have been used from Spencers, reports, booklets, newspapers. Interviews were taken
of floor salesmen, store managers and supervisor.
Questionnaire:
The questionnaire that was administered contained two parts; Part A and Part B. Part A
contained personal questions. The question about name was avoided to get true answers
from respondents. The questions such as marital status, age, gender were asked because
they had individual influence on the study.
Part B contains 20 questions. All questions were provided with options like Monthly of an
individual on goods in Spencers was given the option of 500, 1,000, 1500 and 2,000 and
above. And all of them were given with checkbox such that the employees can easily record
their response.

Data was collected through primary and as well as secondary sources.

For primary sources it was collected from various customers through personal interaction and

questionnaire was prepared for collecting data. Data is collected through interaction and

formal discussion with different respondents. Other relevant information regarding the

background of the store was collected through secondary data.

Tools of Analysis:

The market survey was analyzed using percentages and represented using bar chart and Pie

diagrams.

Collection of the questionnaire:

Sufficient time was given to the respondents to answer the questionnaire.

Problem faced while collecting and filling questionnaire:

Some of the respondents were hesitant to answer the questionnaire.

37
Some respondents did not want to answer the questionnaire, so they left it

unanswered.

Where the respondents did not find the relevant answer in his choice provided, they

added they added their own choice or left it unanswered.

Tabulation:

After all the questionnaires were collected back, the responses were tabulated.

Each answer of the respondent was tabulated to its respective category.

Research Design:

Exploratory Research

Sampling Design:

Non Probability sampling- Convenience sampling

Sample Size:

100 Customers

38
39
CHAPTER -IV

40
DATA ANALYSIS

I have done a market field survey on Spencers. I have surveyed around 100

respondents of Delhi NCR. A specific questionnaire is prepared for the customers and

data is obtained from them by moving around Spencers and personally interacting with

them. The customers gave me valuable information regarding their consumption pattern

in Spencers. I collected all those information and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is done

as per the information obtained from the customers and a serious interpretation has

been done to best of my effort.

Customer Age and Gender Basis

ON AGE & GENDER BASIS:

Higher age group 25%

Middle age group 45%

Young age group 30%

MALE 45%

FEMALE 55%

41
Higher income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%
Customer Profile

Customer s Monthly Income

INCOME GROUP

5%
25% Higher Income
Group (> Rs.60000)
Middle Income
Group (Rs. 40000-60000)
Lower Income
50% Group(Rs.10000-40000)
20% No Income Group
(< Rs.10000)

Analysis: The above diagram shows the distribution of income level of customers

coming in to Spencers. Among the 350 respondents 50% of customers are of middle

income level that is between Rs10000 40000 per month. Least number of customers

visiting Spencers are the higher income level people (> Rs.60000 pm) that constitute

only 5%. The lower income level of people coming to Spencers constitutes of 20%.

25% of people belong to no income group which mostly consists of students.

42
Interpretation: Spencer is the hub of shopping for middle level income group people

because of its reasonable price on its each product category. The higher level income

group people dont prefer to do shopping in Spencers as it does deal with branded

products. The higher level income group people are very status conscious and their

psychology is such type that they dont prefer much to visit Spencers as it is a

discounted store. The lower income group people come in to Spencers as they get

goods at a discounted price. Hence Spencers should include branded products in its

product category which will encourage higher income group people to come in to

Spencers . Probably not much of lower income group people come to Spencers as

they dont like to have any shopping experience rather they just go for nearby store

where they can get their necessity goods. Even they purchase goods on a regular basis

on a small quantity. So they dont have much interest to come to Spencers and do

shopping.

43
Weekly
29%
Monthly
34%
Quarterly
23%
On unplanned basis
14%
Frequency of Customers Visit Spencers

14%

Weekly
17% Monthly
Quarterly
58%
On a unplanned basis
11%

Interpretation:From this It can be interpreted that in Spencers 34% customers visit


monthly, 29% customer visit weekly 23% customers visit quarterly and 14% customers

visit on planned basis , it means mostly customers visit weekly and monthly basis for

purchase their requirements.

Apart from Spencers visit retail outlet

44
70%

60%

50%

40%

64%
30%

20%
36%

10%

0%
yes no

YES 63%

NO 36%

Interpretation:From this It can be interpreted that 64% customers of Spencers visit

other retail stores for their requirements and 36% customers of Spencers generally do

not visit other retail stores. It shows that customers satisfaction level is more in

Spencers.

Purpose behind visiting Spencers

45
Shopping 60%
Outing 10%
Both 30%

Analysis:Out of the 50 respondents 60% of respondents visit Spencers for

shopping, 10% for outing and 30% visit Spencers for both the purposes.

Interpretation:From this It can be interpreted that Spencers is purely a

shopping complex but it also facilitates a certain kind of ambience and decorum to the

people that they also visit it for the purpose of outing. The infrastructure and ambience

of Spencers is so that people even like to go there even also they dont have to

purchase anything. People enjoy doing shopping in Spencers. This is very nice for it as

often customers.

Products mostly purchased by customers in Spencers

Grocery 70%
Food Item 50%

46
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%

Analysis:This chart clearly indicates that the demand for grocery that is 70% is

highest by the customers followed by clothes rated 60%. The next highest demand is for

food items that is 50%. 25% demand is for leather items in Spencers.

Electronic items hold 15% of demand and gift items and other items have a demand of

only 10% by the customers of Spencers

Interpretation:From this analysis It can be interpret that customers demand are high

for grocery and fruit and vegetables are available in Spencers. Electronic items have a

little demand by the customers. Gift items and other items are not much in demand by

the customers. I can interpret that clothes, grocery and food items are the major

products which hold maximum number of customers. So Spencers should maintain its

47
low pricing and product quality to keep hold of the customers and also it should keep

more qualitative products of gift and leather items so that people would go for more

purchase of these items from it. Spencers has many local branded products which are

successfully selling it. It should also include branded products so that more sales can

take place.

48
Expenditure pattern of customers coming in to Spencers

Below Rs.500 /single visit 11%


500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%

Analysis: We can clearly see from this graph that majority of the customers spend a

lot in Spencers that is 29% of people spend more than Rs2000 in a single visit to

Spencers. Equal number of people that is 22% of people each spend Rs 1000-1500

and Rs 1500-2000 respectively in a visit to Spencer.16% of people spend Rs 500-1000

and only 11% of customers are there who spends less than Rs500 in their visit to

Spencers.

49
Interpretation: From this it can be interpret that most of the customers purchase

goods in bulk which leads them to spend a lot. Volume sales are high in Spencers.

Customers tend to purchase more goods from Spencers as it provides goods at a

discounted rate. Probably those persons who spend more in a visit to Spencers are

purchasing on a monthly basis. Those customers who are spending very less money

that is below Rs 500 are mostly coming in just to move around Spencers and spend

time. In the process they used to spend money on food items and also purchase some

products while roaming in it. Impulse buying behavior of customers comes in to play to a

large extent. More discounts shall be provided to people who do bulk purchase. This will

encourage people to purchase more products.

50
Time spent by customers in shopping in Spencers

Less than half an hour 10%


Half an hour to 1 hour 15%
1 hour to 1 1/2 hours 35%
1 1/2 hours to 2 hours 22%
More than 2 hours 18%

35%
30%
25%
20% 35%
15%
22%
10% 18%
15%
10% Series 1
5%
0%
ur

s
ur

ur
ho

ho

ho
an

2
1/
lf

an
ha

th
an

to

e
th

or
ur

M
ho
ss
Le

Analysis: People spend a lot of time in shopping in Spencers. Majority of the

respondents (35%) said that they spend at least 1 hour to 1 hours in Spencers. 22%

respondents also said that they spend 1 hours to 2 hours in their visit to Spencers.

Only 10% of people said that they spend very little time that is less than half an hour in

Spencers.

51
Interpretation: As per the given data It can be interpret that customers are very

product choosy now a days and thats why they spend a lot of time in shopping in

Spencers . Probably customers might even be spending more time in Spencers as it

provides a very nice ambience and atmosphere for the people to shop in. Hence those

persons who spend half an hour or less than half an hour in Spencers are those

persons who just come to purchase limited products and come only because of low

pricing of products. People also spend much time in it but purchase very few goods.

The sales personnel should focus on the people who take long time in shopping and

purchases a lot and provide special kind of service to them as they are the major

customers.

52
Comparison of footfalls in weekdays and weekends

Weeks days 40%


Weekends 60%

Analysis: The above graph shows that more number of people comes to Spencers in

weekends than that of week days .40% of people visits Spencers in weekdays where

as 60% of people visit Spencers in weekends.

Interpretation: It can clearly interpret from this that most of the people tend to visit

Spencers in weekends rather than that of week days. There are more footfalls in

Spencers in weekends than that of week days. Though there is not much difference as

40% of people visit Spencers in week days hence in weekends the footfall increases by

10%. As people come more in weekends, so Spencers should keep it open for more

53
time in weekends. The infrastructure can be changed a bit in weekends so that

customers can see more products clearly and can move around comfortably. In order to

bring in more number of customers in week days Spencers should provide some

schemes in week days which will encourage people to come in to it in week days also.

Hence the crowd is more in weekends and Spencers should avail more parking spaces

for its customers in weekends. It can make some temporary arrangement for parking

every weekend. It should not spend much money in advertising and displaying of

products in weekdays rather it should advertise and display products more in weekends

as more number of people comes in weekends.

54
Customers preference of timing to visit Spencers

10 A.M - 1 P.M 8%
1 P.M 3 P.M 17%
3 P.M 6 P.M 35%
6 P.M 10 P.M 40%

8%

17%
40% 10 A.M - 1 P.M
1 P.M 3 P.M
3 P.M 6 P.M
6 P.M 10 P.M

35%

Analysis: The above pie chart shows that most of the people prefer to visit Spencers

in evening time than that of the day time. Only 25% of people tend to visit Spencers

during day time while 75% of people tend to visit Spencers during after noon time.

55
Interpretation: From the above analysis It can be interpret that evening time is the

peak time for Spencers and day time is the off peak time for Spencers. There is more

number of people found in Spencers during evening time than that of day time.

Probably more of products are being sold during evening time in Spencers than that of

day time. Spencers shall provide some special offerings during day time so that more

people should come in during day time. It could offer some special kind of product in

daytime which will be not available during evening time. In this way it will bring in more

number of people during day time for getting the special kind of products but along with

that it will be able to sale other products as people do a lot of impulse buying at

Spencers .

56
Comparison of customers purchasing with planned list of

products and purchasing products on unplanned basis

Yes 50%
Ever
No 40%
10%

10%

yes
50% no
40% ever

Analysis: As shown in the graph out of my total respondents of 350, 50% of

customers come to Spencers with a planned list of products. 40% of people come in to

Spencers without any planned list of products to be purchased from Spencers.

57
Interpretation: As per the data obtained from the customers of Spencers interpret

that most of the customers comes in to Spencers with a planned list of products. Few

customers come to Spencers without any planned list of products and purchases

products depending on their selection. These people basically come to the mall and

hence get in to Spencers. Depending on the product category and brand and quality of

products they purchases goods. The customer who comes with a planned list of

products purchases more products than that of the customers who comes without any

planned list of products. So Spencers should provide more variety and essential goods

so that more number of people should come in with a planned list of products.

58
Brand preference of customers in Spencers

Yes 10%
No 50%
Depends on category 40%

Analysis:As seen in the above chart it is clearly known that only 10% of people come

in to Spencers with a list of brands in advance. 50% of people completely deny that

they dont prepare in list of brand in advance. 40% of people told that they prepare a list

of brand depending on the product category.

Interpretation:From this It can be interpreted that customers dont opt for much

brand preference while purchasing products in Spencers. A few customers search for

brands but depending on the product category. Customers probably dont decide for

brands on products as there are not much of known branded products available at

Spencers. On product categories like grocery and clothes, Spencers has many local

branded products. Customers purchase a lot of these as its cheap in price even though

59
its quality is not so good. As most of the customers belong to lower class and middle

class people, they purchase those local branded products as it gives them value for

money. Different products of the same category have different prices. Quality of

products varies with the price. This enables customization of products for various types

of customers. Customers search for brands mostly in apparel section. Some customers

also pre decides the brand on the local manufactured grocery and food products of

Spencers. Spencers should include more of the branded products in its each category

so that customers have more options to choose among the brands. This will bring in

more number of people to Spencers which will definitely increase the sales.

Mode of Payment for Customers in Spencers

60
Cash Payment 55%
Coupons 19%
Debit Card 26%

26%

55%

19%

Analysis: As per my study is concerned, out of the total respondents 55% of people

make cash payment in Spencers 19% of them uses coupons as their mode of

payment and 26% of the people makes payment in Spencers through their debit card.

Interpretation:As per the obtained data It can be interpret that more number of

people makes cash payment in Spencers. A fraction of people uses their credit card for

payment in Spencers and a very few people uses their debit card for payment. I can

interpret that quick exchange of money for goods is done in Spencers as most of the

people mode of payment is cash payment. Hence sometimes Spencers has to wait for

61
a short time period as some of the customers make their payment through credit and

debit card and coupons also.

Comparison of factors which encourages customers to visit

Spencers

62
70%

60%

50%

40%
65%
60%
30% 50%
40%
20% 35%
20%
10%

0%
e

y
ty
e

ce

e
ic

lit
ic

nc
ie
Pr

en
rv

ua
ar

ie
Se

bi

tQ

en
tV
Am

nv
uc

uc

Co
od
od

Pr
Pr

Interpretation: From this analysis it can be interpreted that Spencers is a well

known for its variety options. People mostly come to Spencers as they get various

kinds of products under one roof. It is also clearly known that Spencers sales its goods

at a discounted price as compared to the market. Even it provides a good service and

ambience to its customers who encourage them to visit Spencers more and more

times. I can also interpret from this that Spencers has located itself in a good place

from where it is able to attract customers. As a hypermarket which is to be located far

off the city, Spencers has located itself in a good place from where it is convenient for

people to visit Spencers. Spencer should try and produce more qualitative products so

that customers can get more satisfaction and would never think of not doing shopping in

Spencers.

Services of the sales personnel in Spencers

Very good 17%

63
Good 29%

Ok 36%

Poor 13%

Very poor 5%

40%

35%

30%

25%

20% 36%
29%
15%

10% 17%
13%
5% 5%
0%
Very good Good Ok Poor Very poor

Interpretation: From this It can be interpret that 36% customers realize service of

sale personnel in Spencers is OK, 29% realize good, 17% realize Very Good, 13%

realize Poor and 5% customers is very dissatisfied with sales personnels in Spencer.

Customers mode of transport to Spencers

64
Hired Vehicle 10%
Two-wheeler 40%
Four-wheeler 35%
Any Other 15%

15% 10%

Hired Vehicle
40% Two-wheeler
35%
Four-wheeler
Any Other

Analysis: Around 40% of the total respondent who comes to Spencers with their own

two wheelers. The second majority of people consist of people riding four wheeler and

coming in to Spencers. Only 15% of people of the total respondent visits Spencer are

on hired vehicles. 10% customers of the total respondent comes in any other mode of

transport.

Interpretation: From the above data I interpret that there are more number of four

wheelers coming found in Spencers than that of two wheelers. People prefer more to

65
go to Spencers in four wheelers than that of two wheelers. A few people are found who

comes in to Spencers with a hire vehicle. Probably they might be the tourist

Availability of parking space

66
Less than adequate 45%
Adequate 45%
More than adequate 10%

Analysis: As it is shown in pie chart most of the people say Spencers does not

provide adequate parking space. Equal number of people also says that adequate

space is provided for parking Spencers. Only 10% of people say that more than

adequate space is available for parking in Spencers.

Interpretation: Analyzing the above data, it can be interpret that customers are not

satisfied with the parking space availability provided by Spencers . Hence its a threat

for Spencers as it may lose its customers because of less parking space availability.

Even though many customers say adequate space is available for parking in Spencers

but also it is a threat for Spencers as it is seen more number of people are expected to

come in to Spencers. In holidays probably it will be very difficult for customers to park

their vehicle in Spencers.

Customer preference towards Kirana stores

NO 65%
67
YES 35%

yes no

Analysis: Out of my total respondent of 50 customers, 35% of them say they go to

their nearby kirana store and 65% said that they dont at all go to any kirana store. This

shows that majority of people go to kirana store even though they visit Spencers. But

some customers are there who never goes to any kirana store.

Interpretation: As per the given data it can be interpreted analyze that most number

of people tends to purchase goods from nearby kirana store even if they come to

Spencers. I can conclude from this that a kirana store is a competitor of Spencers.

Some customers never go for shopping in kirana store as of it does not have much

variety option available with it. Probably they are more interested in having a shopping

experience rather than to just go and purchase goods from kirana store.

68
Comparison of Spencers with any Kirana store
Price Service Variety Quality Convenienc Shopping Ambience

69
e Experience

Spencers 70% 50% 100% 60% 25% 90% 95%


Kirana store 30% 50% 0% 40% 75% 10% 5%

Analysis:The above comparison of different factors between Spencers and a nearby

kirana store. 70% of people say Spencers provides goods at a cheaper price as

compared to that of a kirana store. 50% of people say Spencers provides better service

and another 50% of them say kirana store provides better service. Each and every

customer that is 100% agrees that there are more variety of products available at

Spencers than that of kirana store. As per quality of goods is concerned 60% of the

customer say kirana store provides better qualitative products while 40% of the

customers say Spencers also provides qualitative products. 65% people say it is more

convenient for them to go to a kirana store while 35% of them say going to Spencers is

more convenient for them. 90% of respondents said it is a good shopping experience at

Spencers while 105 of them said that they also have a good shopping experience at

kirana store. As per ambience is concerned 95% of customers said Spencers provides

much nice ambience than Spencers while 5% of them said that ambience provided by

kirana store is also equivalent to that of Spencers .

Interpretation:It can be interpreted from this that a kirana store is one of the

competitor of Spencers. It is a threat for Spencers as some of the attributes of a kirana

store provides more satisfaction to customers. Spencers should try to improve on each

70
of its attributes and out compete the kirana store so that it can convert the customers of

kirana store to be the customers of Spencers.

Comparison of Spencers with others Organized retailers

based on following points


Convenienc Shopping

Price Service Variety Quality e Experience Ambience

Spencers 45% 50% 55% 52% 54% 46% 58%


O. Org. Retails 55% 50% 45% 48% 46% 54% 42%

60

55

50

45

40

35

30

Interpretation:It can be interpreted from this that other organized stores is another

competitors of Spencers. It is a threat for Spencers

71
as some of the attributes of other organized stores store provides more satisfaction to

customers. Spencers should try to improve on each of its attributes and out compete

the other organized stores.

SWOT ANALYSIS OF SPENCERS


A SWOT analysis is done to know the strengths, weaknesses, opportunities and threats

of any company. This analysis will explain about the strengths, weaknesses,

opportunities and threats of Spencers

Strengths of Spencers

Large variety option

Cheap price

Huge customer Base

Volume sales

Weaknesses of Spencers

Lacks in branded products

72
Low in product quality

Unable to provide enough parking space to its customers

Threats for Spencers

Opening up of other discounted stores like Vishal mega mart

Convenience of customers to nearby kirana stores

Availability of products in other retail outlets

Opportunities for Spencers

1. To open up more and more number of Spencers in different

cities of the country.

2. To grab the rural market

3. To bring in the customers of other retail outlet by dealing with

branded products.

4. Add more products to its product category

73
CHAPTER V

74
FINDINGS OF RESEARCH

1. Most of the customers buy their requirement in Spencers on the basis of Weekly

and monthly basis. Customers realized that Spencers stores provide qualitative

products/service with reasonable price.

2. At present time Spencers provide different types of product assortments to the

customers.

3. The continuously opening of new Spencers chains in different major cities,

increasing quantities of the customers & profit show that Spencers is the most

accepted name in organized retail chain in India.

75
4. Spencers mainly deal with middle income group people who want qualitative

product with reasonable cost.

5. Spencers has a good reputation of itself in the market.

6. Spencers has positioned itself in the market as a discounted store.

7. Spencers holds a huge customer base. The majority of customers belong to

middle class family.

8. Impulse buying behavior of customers comes in to play most of the times in

Spencers.

9. There are more than 50 Spencers in different cities of India, it seems that there

is a vast growth of Spencers lying as customers demand is increasing for

Spencers.

10. Spencers is a hypermarket as it provides various kinds of goods like apparels,

grocery, stationary, food items, electronic items, leather items, watches, jewellery,

crockery, decorative items, sport items, chocolates and many more. It competes

with all the specialty stores of different products which provide goods at a

discounted rate all through the year.

11. The major players in retail industries apart from Spencers are Big bazaar, The

Tata Groups (Croma), Vishal Retail Group, Reliance Retail, Kirana stores &

Sabka Bazaar etc.

76
CHAPTER VI

77
Conclusion

Spencers is a major shopping store for todays customers. It is a place where

customers find variety of products at a reasonable price. Spencers has a good

reputation of itself in the market. It has positioned itself in the market as a discounted

store. It holds a huge customer base. The majority of customers belong to middle class

family. The youth generation also likes shopping and moving around Spencers. Volume

78
sales always take place in Spencers. Impulse buying behavior of customers comes in

to play most of the times in Spencers.

Spencers is a hypermarket as it provides various kinds of goods like apparels, grocery,

stationary, food items, electronic items, leather items, watches, jewellery, crockery,

decorative items, chocolates and many more. It competes with all the specialty stores

of different products which provide goods at a discounted rate all through the year. It

holds a large customer base and it seemed from the study that the customers are quite

satisfied with Spencers. As of now there are many Spencers in different cities of India,

it seems that there is a vast growth of Spencers lying as customers demand is

increasing for Spencers.

Spencers is a hypermarket store where varieties of products are being sold on different

product category. It has emerged as a hub of shopping specially for middle class

people.

In Delhi it is the middle class people who mostly do marketing from Spencers. Even

most of the people do their monthly shopping from Spencers. People not only visit

Spencers to do shopping but also visit for outing purpose as it provides a very nice

79
ambience to its customers. As people go to malls they just tend to move around

Spencers whether it is for shopping purpose or for outing purpose. Grocery, apparels

and food items are the products which are demanded most by the customers of Delhi in

Spencers The major drawback of Spencers is that it lacks in providing enough parking

space for its customers. This may discourage the customers to come to Spencers and

shop as they face difficulty in parking their vehicles. Even though some customers say

that they dont feel problem in parking their vehicle, it is because of the parking space

available to them by the mall. As it is surveyed it seems that the biggest competitors of

Spencers are the kirana stores, discounted specialty stores like Vishal mega mart,

bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, &Sabka Bazaar etc.

80
CHAPTER VII

81
SUGGESTIONS
82
SUGGESTIONS
1. Spencers should include more of branded products its product category so as to

attract the brand choosy people to come in to Spencers.

2. Spencers should provide large parking space for its customers so that they can

easily park their vehicles.

3. It should make different cash counters for different customers. Cash counter and

credit card payment counter should be placed differently in order to reduce the

rush and save the customers time. This will be a kind of motivator for the

customers of Spencers.

4. The service of the sales person is needed to be improved. Personal care should be

taken by the sales person for the customers so that the customers feel good.

83
5. During the off peak hours Spencers should provide some offers to its customers

so that people would be encouraged to come to Spencers during off peak hours.

The customers who are present in the mall during the off peak hours of Spencers

will definitely go in to big bazaar if surprise offers are made at that time.

6. Customer care department is needed to take proper care of customer complaints

and queries. The person sitting at the help desk of Spencers should be able to

provide all necessary information to the customers whenever it is required.

7. The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to Spencers during those days.

84
CHAPTERVIII

85
LIMITATIONS OF STUDY

LIMITATIONS OF THE STUDY


Certain limitations do creep in a research study due to constraints of the time, money

and human efforts, the present study is also not free from certain limitation, which were

unavoidable.

Although all the effort were taken to make the result of the work as accurate as possible

as survey but the survey have following constraints.

1. Some customers were not willing to give appointment due to their busy schedule.

2. Due to very large size of the population, only a selected sample of customer could

be contacted.

3. Due to time constraint and other imperative work load during the t period it could not

be made possible to explore more area of concern pertaining to study.

4. Due to fast pace of life, some customers were not able to do justification to the

questionnaire.

5. Personal biases might have come while answer the questionnaire.

86
6. As per company rule many information was not disclose as the manager are busy in

their daily schedule. It is not possible for us to spend more time in interaction with

them

7. Due to limitation of time only 100 people & 3 stores were selected for the study. So
the sample of people & stores was not enough to generalize the findings of the
study.

8. The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.

9. Retailers were hesitant to disclose the true fact and had a privacy issue.

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WEBSITES:

www.spencersretail.com
www.indiaretailing.com
www.global.marksandspencer.com
www.wikipedia.org

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MAGZINES:

Economics Times -
http://economictimes.indiatimes.com/topic/Spencer's-Retail

Business world
http://businessworld.in/article/Marks-Spencer-Takes-Stylish-Bid-
To-India/08-11-2014-51843/

NEWS PAPERS:

Economics Times-
http://economictimes.indiatimes.com/markets/stocks/announce
ments/spencers-retail-md-mohit-kampani-
quits/articleshow/52964219.cms

Hindustan times -

http://corporate.spencersretail.com/mr/2016/jan/Coverage
%20Report%20-%20Makar%20Sankranti.pdf

Times of India
http://timesofindia.indiatimes.com/business/indiabusiness/Mark
s-Spencer-JV-eyes-food-business/articleshow/19208190.cms

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ANNEXTURES

Questionnaire

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Questionnaire

PART-1

1. Name: -
2. Age: -
3. Gender: -
4. Address: -
5. Qualification: -
6. Profession: -
7. Ph.
8. Whats your monthly income?
a) Below 10,000
b) 20,000 40,000
c) 40,000 60,000
d) More than 60,000

PART-2

1. How frequently do you visit Spencers?


a) Weekly
b) Monthly

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c) Quarterly
d) On unplanned basis

2. A part from Spencers do you intend to visit any other retail outlet in a Mall?

a) Yes b) No

3. If yes then what are the other retail outlets do you intend to visit in a mall?
a) Garment Outlet
b) Any other Outlet
a) Food Court
b) Entertainment
c) Gift Corner

4. What is the purpose behind visiting Spencers ?


a. Shopping
b. Outing
c. Others

5. What type of products do you mostly purchase in Spencers ?

a. Grocery
b. Food Item
c. Leather Item
d. Electronic Item
e. Gift Item
f. Any other Item

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6. On an average how much amount of money do you spend in a visit to
Spencers?
a. Below 500
b. 500 1000
c. 1000 1500
d. 1500 2000
e. More than 2000

7. How much time do you spend in a visit to Spencers ?


a. Less than half an hour
b. Half an hour to 1 hour
c. 1 hour to 1 hours
d. 1 hours to 2 hours
e. More than 2 hours

8. Which days of the week do you prefer to visit Spencers ?


a. Week days
b. Weekends

9. Which time of the day do you mostly prefer to visit Spencers ?


a. 10am 1pm
b. 1pm - 3pm
c. 3pm-6pm
d. 6pm 10pm

10. Do you go with a planned list of products to be purchased from Spencers ?


a) Yes b) No c) some time

11. Do you prepare a list of brands in advance when you visit to Spencers ?
a) Yes b) No c) Depends on category

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12. In which categories of products do you pre-decide the brands?
a) soft drinks
b) Electronic Items
c) Gift Items
d) Any other Item

13. What is your mode of payment in Spencers ?


a) Cash payment b) Coupons c)Debit Card
14. What encourages you to visit Spencers ?
a. Price
b. Service
c. Ambience
d. Convenience
15. How would you rate the services of the sales personnel in Spencers .
a) Very good
b) Good
c) Ok
d) Poor
e) Very poor

16. Which type of your convenience to Spencers?


a) Hired vehicle
b) Two-wheeler
c) Four-wheeler
d) Any other

17. How is the parking space availability in Spencer's ?


a) Less than adequate
b) Adequate

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c) More than adequate

18. Do you go to Kirana store?

a) Yes b) No

19. Are you satisfied with your shopping experience at spencers?


a)Yes b) No

If not, then what are the areas of improvement

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