A

Summer Internship
Project report on

The Study on Market Potential and Customer Preferences in retail sector

with reference to sweksha bazaar marketing Ltd.
Submitted in partial fulfillment
of the requirements for the degree of
M.B.A int. B.Com (H)
(Mangalayatan University, Beswan)
Submitted By
Abhishek Kumar Singh
Under the guidance of
Mr. Rajeev sharma, professor , IBM

Mangalayatan University
Beswan Aligarh
(2015-16)

CERTIFICATE FROM GUIDE

This is to certify that the project entitled is The Study on Market Potential and

Customer Preferences in retail sector with reference to sweksha bazaar

marketing Ltd.

a bona fide work of Abhishek kumar singh, a student of IBM-

Mangalayatan university bearing Enroll No. 20120676, and was successfully conducted at
Sweksha bazaar, Asansol from 31May to 15th July 2015, for the partial fulfillment for the
award of Mba int B.com(h). To the best of my knowledge this is an original piece of work.
I wish him all the very best in his career endeavors.

Dr.
(.)
(PROJCET GUIDE)

ACKNOWLEDGEMENT
Interdependence is a higher value than independence
Some Says Managers are born and some says managers are made. I was also in
some dilemma before commencing my Summer Internship Project. But after the
successful completion of my summer internship project, I came to know that
managers are made if they are guided properly and are motivated to work willingly
towards fulfillment of specific goal.
It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of wellwishers who have in some way or other contributed in their own special ways to the
success and completion of this summer internship project.
First of all, I express my sage sense of gratitude and indebtedness to my guide, Prof.
Rajeev sharma sir, of Mangalayatan university, Aligarh, from the bottom of my heart,
for his unprecedented support and faith that I do the best and his valuable
recommendation and for accepting this project.
I sincerely express my thanks to our Marketing lecturer Prof. Jitender sikrwar for
his valuable guidance and intellectual suggestions during this project.
. Further I express my sage sense of gratitude to Mr. satendra singh, Director of
swksha bazaar marketing Ltd. and Mr. Rajneesh, who were kind enough to give an
opportunity to work under their immense expertise. I sincerely thank to both of them for
their valuable suggestions, motivation and encouragement. I express my thanks to the
sweksha supporting team, for their support and encouragement in bringing out this
project report.
I would be failing in my duty if I dont express my profound gratitude to the entire
respondent who has spent their valuable time to answer the questionnaire.

Abhishek kumar singh

(Enrollment no.20120676)

DECLARATION
I, Abhishek kumar singh

student of IBM-Mangalayatan university, Aligarh,

hereby declare that this project report entitled The Study on Market Potential
and Customer Preferences in retail sector with reference to sweksha bazaar
marketing Ltd. for Sweksha bazaar, is a bonafide record of work done by me
during the course of summer internship project work of MBAint. B.COM(H)
program and all contents and facts are prepared and presented by me without any
bias.

ABHISHEK KUMAR SINGH

Date:
Place:

PREFACE
I want to express my gratitude for the experience and practical knowledge that I
gained during the summer internship project at sweksha bazaar marketing Ltd.It was my

first experience when I went to the market not to buy anything but to do the survey and

The Study on Market Potential and Customer Preferences in retail sector

with reference to sweksha bazaar marketing Ltd. . The basic need of this survey
is to interact with customers. On first day I was nervous, but because of the good image
of the sweksha in the market the people reacted positively.
For accomplishment of the project report I think about the conditions and views
and then I used to compose the whole thing on computer. In making the project report
theoretical knowledge was needed more than the practical which was given to us by my
professors in my institutes. In the market the experience relating to the practical
knowledge was very good which realized me about the real conditions of the marketing.
The project flows logically consisting of market research, data collection
method and questionnaire. It hoped that the findings and the suggestions will help the
company, confidently to formulate its strategy in comparison to its competitors. I have
enjoyed my summer internship at sweksha and have learnt lots of new things, which will
be helpful to me during my work in any organization. I thank Sweksha for giving this
opportunity at their office and being good to me all the time.
I am please to work in this organization. I have tried my best to make this
report a reader friendly & also did my level best to fulfill the objective of the summer
training.

TABEL OF CONTENTS
S.No.

CONTENTS

Page.N
O.

1.

Executive Summary

2.

Introduction to Retailing

3.

Objective of the Study

4.

Research Methodology and Scope of the Study

5.

Assumption of Study

6.

Retail Sector and its scope in India

7.
8.

Company Profile
Sweksha bazaar marketing Ltd.
Introduction to Market Potential and Catchment Analysis

9.

Data Analysis and Interpretation

10.

Findings of the Study

11.

Challenges and Opportunities

12.

Suggestions and Recommendation

13.

Limitations of Study

14.

Conclusion
Annexure
Bibliography

Retailing Customer is King

A Customer is the most important visitor on our premises. He is not dependent on us. We are
dependent on him. He is not an interruption on our work. He is the purpose of it. He is not an
outside of our business. He is a part of it and we are not doing him a favor by servicing him. He
is doing us a favor by giving us an opportunity to do so.

Mahatma Gandhi

Some Published issue of Retail Industry

The retail industry is expected to grow into a USD 427 billion industry by 2010- FICCI.

Indias retail industry, which is in the middle of rapid growth, has already
scripted success stories fit to be the subject of a Bollywood film-Business Standard.

The impact of organized retailers that have seen swarming of malls lately, on the mom-npop stores in 20 Indian cities- Indian Council of Research in International Economic
Relations (ICRIER).

Modern Retailing Comprehensive policy vital- The Hindu

Retail boom triggers ancillary industry growth- The Times of India

The Indian Macro Economy

Tops AT Kearney list of emerging markets for global Retailers to enter.

2nd Fastest growing economy in the World and 50% of the total GDP led by services
such as IT, telecommunications, healthcare and retailing.
GDP growth rate for the year 2007-08 ended at 9.4% (in 1 st quarter) and current GDP (6
%) is better than China and other developed country.

Reserves crossed the $150 billion mark, showcasing India as one of the top ten holders of
Foreign exchange reserves.
Population 1000+ Million 50 Million Rich and 300 Million Middle class
65% of population below 35 years and 54% below age 25 years
Working population in India is growing like most other developed countries.
China has issues of median age 30-34 years at the early stage of development and
psychology issues after implementation of one child policy
Housing Boom due to nuclear family, low interest rates, tax benefits from government
and lastly strong Indian values driven by savings and owning home
Economy - 4h largest economy in the world on PPP basis (next only to USA, China and
Japan) -One of the fastest growing economy with 6.5% average growth in GDP for last
10 years and is expected to rank 3rd by 2010, just behind the US and China
Fragmented retailing with 5 million retailers and 95% less than 500 sq ft nation of
shop-keepers -brilliant trading and entrepreneur community
Over 3.9 million tourists visited India this year, up from 3.0 million last year.
India is on the track to be the servicing capital of the world (As China is manufacturing
capital) and Organized retail growing at 25-30%+ p.a. compound growth.
IPL has again drastically changed the outlook of the whole world towards India. It has the
highest paid players across the Globe / Sports.
Real Estate & Retailers in India are the most aggressive in Asia in expanding their
businesses, thus creating a huge demand for real estate. Their preferred means of
expansion is to increase the number of outlets in a city and also expand to other regions.
Driven by changing lifestyles, strong income growth and favorable demographic patterns,
Indian retail is expanding at a rapid pace.
Besides the 6 metros, India has 61 other cities with populations greater than 0.5 million
and contributes about 14% to the countrys GDP.

India Vs World

Indian retail is fragmented with over 12 million outlets operating in the country which is

13 times more the all retail outlets operating in USA (0.9 million outlets).
India has the highest number of outlets per capita in the world - widely spread retail
network but with the lowest per capita retail space (@ 2 sq. ft. per person)

Annual turnover of Wal-Mart (Sales in 2001 were $219 billion) is higher than the size of
Indian retail industry. Almost 100 times more than the turnover of HLL (India's largest

FMCG Company).
Wal-Mart - over 4,800 stores (over 47 million square meters) where as none of India's
large format store (Spencers, Big Bazaar, Shoppers' Stop, Westside, Lifestyle) can

compare.
The Wal-Mart sales per hour of $22 million are incomparable to any retailer in the world.
Numbers of employees in Wal-Mart are about 1.3 million where as the entire Indian retail

industry employs about three million people.

One-day sales record at Wal-Mart (11/23/01) $1.25 billion - roughly two third of HLL's

annual turnover.
Developed economies like the U.S. employ between 10 and 11 percent of their workforce

in retailing (against 7 percent employed in India today).

60% of retailers in India feel that the multiple format approach will be successful here

whereas in US 34 of the fastest-growing 50 retailers have just one format

Inventory turns ratio: measures efficiency of operations. The U.S. retail sector has an
average inventory turns ratio of about 18. Many Indian retailers have inventory turns

levels between 4 and 10 - KPMG surveyed.

Global best-practice retailers can achieve more than 95 percent availability of all SKUs
on the retail shelves (translating into a stock-out level of less than 5 %).The stock-out
levels among Indian retailers surveyed ranged from 5 to 15 percent.

1. Executive Summary

Executive Summary
Retailing is emerging as a sunrise industry in India and is presently largest employer after
agriculture. Some economists say that Retailing is one of the pillars of the economy in India, and
some say it is gold mine of Indian economy. Retailing in its present form started in the latter half
of 20th century in USA and Europe. Retail industry is divided into organized and unorganized
sectors. Over 12 million outlets operate in the country and only 5% of them being larger than
500 sq ft (46 m) in size. Organized retailing in India is projected to grow at the rate of 25-30%
p.a., is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US
$ 637 billion by 2015. Indian Retail Sector is growing very fast with so many new players are
coming in this growing organized sector and trying to attract customers by giving attractive
offers and offering competitive prices etc.
Sweksha bazaar is also in retail sector with a new concept.
The motive of the study is to know the market potential with reference to Supermarkets & find
out the customers perception about Supermarkets & what are the customers expectations from
Sweksha Retail. The main purpose of the study is to find out the target customers, preferences of
the customers and sales potential with reference to Sweksha bazaar.
The study is done with the help of primary data given by respondents during survey and
secondary data to know the, Market Potential and Customer Preferences in retail sector with
reference to sweksha bazaar marketing Ltd. and also to understand the current market position
of Sweksha bazaar at that area and know the potential customers. This study is done with the
help of area mapping and catchment analysis technique. Primary data is collected through
personal interview using structured questionnaire and secondary data is collected from
management of the Sweksha bazaar, various book, journals and from Sweksha bazaar website.
Most of the families belong to Socio Economy Class (SEC) A & B. Most of the residents fall in
to age group 18-45. Most of the families have 4 to 5 members in their families. Residents are
well educated and holding jobs. Their monthly incomes are ranging from 10,000-20,000 and
above. Approximately 86.5% people visit Supermarket for shopping and 50.75% people visit to
sweksha bazaar. From the above data it can be observed that there is a potential for good market
opportunities for retail Supermarket.

The reason for visiting super markets as mentioned by the respondents varied from better
services to pricing to variety of products available with the super markets. 44.75% respondents
visit super markets for the prices offered by the super markets and 46.75% mentioned that the
quality of product provided by the super markets is the reason for their visit to super markets.
The other factors which attract the respondents to various super markets are variety of products
offered, fresh products like fruits and vegetables, availability of dairy products, home delivery,
parking facilities, accepting debit/ credit cards, fast billing, booking counters, customer service,
courteous and friendly behavior and ambience.
Most of the customers complained regarding customer service, variety of product with deep
assortment, store image, arrangement of products, pricing, product knowledge of employee,
quality of products, parking space, product updation, closing time.
Company can enhance its business or increase its sales by doing these things; provide better
customer service than its competitors, increase the variety of merchandise with deep assortment,
arrangement of product should be in proper way that creates good store image, provide club
Sweksha membership card to the customers. Company should also include apparels segment in
the store, should advertise through pamphlets about various offers, provide parking space and
employ knowledgeable sales staff.
This study helped me a lot for analyzing the market, understanding retail business and how to
respond in critical situations. Findings and suggestions/recommendation of this report might be
helpful for the company to improve its performance and business.

2. Introduction to retailing

Introduction

The word retail has its origin in French word retaillier and means to cut a piece off or to
break bulk. The term Retailing is defined as All activities involved in selling goods and
services directly to final consumers for their personal and non-business use. In simple terms, it
implies a first-hand transaction with customer. Retailing involves a direct interface with the
customer and the coordination of business activities from end to end right, from the concept or
design stage of a product or offering, to its delivery and post delivery service to the customer.
The industry has contributed to the fastest changing and dynamic industries in the world today.
Retailing, it is an emerging trend in the India is not far behind which is also witnessing the
stupendous growth and opportunities presented by this sector. Many institutions- Manufacturing,
Wholesalers and retailers do retailing, but most retailing is done by Retailers. A business
wholesales come from primarily from retailing. It is a proven fact that in India the retail industry
has become the 2nd largest employer after agriculture. Indian retail sector is in boom period and
many reasons are contributing to it.
The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12
million retail outlets of various sizes and formats. Almost 95% of these retail outlets are less than
500 sq. ft. In size, the per capita retail space in India being 2 sq. ft. compared to the US figure of
16 sq. ft. Thus Indias per capita retailing space is the lowest in the world.
With more than 9 outlets per 1000 people, India has the largest number of outlets in the world.
Most of them are independent and contribute as much as 95% to the total retail sales. Because of
the increasing number of nuclear family, working women, greater work pressure and increased
commuting time, convenience has become a priority for the Indian consumers.
The growth and development of organized retailing in India is driven by two main factors
lower price and benefits the consumers cant resist. According to experts, economies of scale
drive down the cost of supply chain, allowing retailers to offers more benefits offered to the
customers. Globally, retailing is customer-centric with an emphasis on innovation in products,
process and services. In short, the customer is the king.
The Indian retail market is the 5th largest retail destination globally. It is estimated to grow from
the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015.
In Asansol sweksha bazaar came up as the organized retail outlet in the form of a Hypermarket in
the year 20011, with its inception in raniganj, shopping got an altogether new meaning in
Raniganj and asansol. Some of the striking features of sweksha bazaarl a big and different
formats having nice store image, along with soothing music and luring visual display of the

products with self-selection facility magnetizing customers to choose from a wide assortment
and variety of the products priced with entrancing discounts and fabulous offers.
The emergence of organized retailing has led to competition which has resulted to the
demographics & psychographic changes in the life of urban consumers. The life style and
purchasing power of the middle class & upper class segment have fuelled the growth of
organized retailing to intense competition among the big players.
Sweksha bazaar is facing big intense competition from organized retail outlets like Big Bazaar,
More, Vijetha, kolkatta bazaar, Spar, Shoppers Stop, Pantaloons, Heritage fresh @, Food
World, Reliance fresh, Vishal Mega Mart etc, to name a few, and from unorganized retailers like
Kirana shops, Garment shops etc. Competition in retail sector has become extremely keen. Many
new players coming in the retail market has increased the degree of competition by adopting 5
Ps (i.e. place, product, price, promotion and people) for successful retailing. While some of the
exiting retailers survived, others failed to do so.

3. Objective of the Study

Objectives of the study

To study about the perception of customers with reference to availability of products and

services in supermarket/sweksha bazaar.

To study about customer preferences and frequency of shopping.
To know the target customers of Sweksha bazaar
To understand the customers expectation from retail service provider.

4. Research Methodology
and Scope of the Study

Research Methodology
The study is relied on primary as well as secondary data.
The primary data is collected through personal interviews using structured Questionnaire.

The Secondary is collected from management of the sweksha marketing Ltd, various books,
journals and Internet.
Sampling Methods:
Probability sampling method or simple random sampling
Sample Size: Sample size was 400.
Research Instrument: For this study, for the collection of various data requirement, structured questionnaire is used.
This questionnaire contains qualitative and quantitative information of the customers. The
questionnaire contains of both open-ended and close ended questions, which would help to know
the situation prevailing in the market.

Statistical Tools Used

For the purpose of data analysis, Percentage Method is used for calculation and result was
interpreted.
No. of Respondents
Percentage = ---------------------------100
Total Respondents

Scope of the Study

With the help of primary data given by the respondent during survey and secondary data, study is
done to help the sweksha bazaar marketing Ltd to understand the market potential also to
understand the customer preferences and, potential customers and current market position of
sweksha bazaar at that area.

5. Assumptions of the Study

The assumptions of the study are---

Questionnaires which were filled by both husband and wife and other members of family
have been considered by me as filled by male (earner) only.

Those questionnaires which are more than 80% filled, I have taken them in to
consideration as a full filled questionnaire.

Customers who visit occasionally to Sweksha bazaar in a month or with 15 days, I

consider that once in a week.

6. Retail Sector and its scope

in India

Retail Sector and its scope in India

Structure of Indian Retail Sector

The retail industry continued in India in the form of Kirana stores till 1980. Soon, following the
modernization of the retail sector in India, many companies started pouring in the retail industry
in India like Bombay Dyeing, Grasim etc. From that time the retail sector in India can be widely
split into the organized and the unorganized sector.
Organized Retail Sector
After 50 years of unorganized retailing and fragmented Kirana stores, the Indian retail industry
has finally begun to move towards modernization, Systematization and consolidation. Today,
modernization is the catch phrase and the key to understanding retail in the next decade.
There has been a boom in retail trade in India owing to a gradual increase in the disposable
incomes of the middle class households, as a result of good performance of IT, Service and
Infrastructure sectors. More and more players are entering the retail business in India to introduce
new formats like malls, supermarkets, discount stores, department stores and even changing the
traditional looks of bookstores, chemist shops, and furnishing stores.
Organized retail formats prevalent globally

Malls

Supermarkets

Hypermarkets

Discount Stores

Department Stores

Specialty Stores

Internet Retailing

Convenience Stores

MBO

Unorganized Retail Sector

The unorganized retail sector basically includes the local Kirana stores, hand cart, the
vendors on the pavement (sidewalk) etc. This sector constitutes about 95% of the total retail trade.
As 70% of the employment is generated in Agriculture sector, hence this form of retailing is widely
seen in those areas and of course to some parts of the urban. There is a lot of hue and cry in the
sector for opening of sector for direct investment from the foreign players, but government cannot
neglect the interests of small players. One of main reason of not opening this sector to FDI is it may
shrink the employment in the unorganized sector and expand that in the organized.
The Evolution of retail in India
Traditional

Established

Emerging

Formats

Formats

Formats

Itinerant Salesman

Kirana shops

Exclusive retail outlets

Haats

Convenience/Department stores Hypermarket

Melas

PDS

Malls/Multiplexes

Kiosks

Pan/Beedi shops

Specialty Malls

Post Office

Fast food outlets etc.

India's Largest retail Chains:

1. PDS (Public Distribution System): 463,000
2. Post offices: 160,000
3. KVIC (Khadi & Village industries): 7,000
4. CSD (Canteen Stores Department) Stores:3,400
(Source business world marketing White book 2005)

Current Scenario of Indian Retail Sector

The Indian retail market, which is the fifth largest retail destination globally, has been ranked
the 2nd most attractive emerging market for investment after Vietnam in the retail sector by AT
Kearneys seventh annual Global Retail Development Index (GDRI), in 2008. The share of retail
trade in the countrys gross domestic product (GDP) was between 8-10% in 2007. It is currently
12%, and is likely to reach 22% by 2010.
A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian consumer
market is likely to grow four times by 2025. Commercial real estate services company, CB Richard
Ellis' findings state that India's retail market is currently valued at US$ 511 billion
Indian retail on the fast-track

The Indian retail market is the fifth-largest retail destination globally. It is estimated to
grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and further US$ 637
billion by 2015. Indian retail showed a growth rate of 49.73% with a turnover of US$
25.44 billion in 2007-08 as against US$ 16.99 billion in 2006-2007.

Retail contributes to 10 per cent of Indias Gross Domestic Product and provides
employment to 8 per cent of Indias working population.

Higher disposable incomes, easy availability of credit and high exposure to media and
brands has considerably increased the average propensity to consume over the years.

GRDI
India ranked first for the third consecutive year on the Global Retail Development Index 2007,
conducted by AT Kearney across 30 emerging economies. India is ranked as the most preferred
retail destination for international investors.
GCCI
India ranked first for the fifth time on the Global Consumer Confidence Index June 2007,
conducted by The Nielsen Company. Indians were judged as the worlds most optimistic
consumers, with high financial confidence about their income for the next 12 months.

The contribution of retail sector to GDP has been manifested below:

Country
India
USA
China
Brazil

Retail Sector's share in GDP (in %)

10
20
8
6

The analysts foresee bright future of the retail sector. A huge number of shopping malls, nearly
100, have come up in the recent past, generating 20mn sq ft. retail space, extending more space
of about 12mn sq ft to it. Nearly 60 malls are on the verge of completion and may be operational
by the end of current financial year. A forecasted number of nearly 200 malls, in a move to make
additional 50mn sq ft of retail space, will be completed within the next two-years.
India retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is expected that by 2010, India
may have 600 new shopping centers. In the Indian retailing industry, food is the most dominating
sector and is growing at a rate of 9% annually. The branded food industry is trying to enter the
India retail industry and convert Indian consumers to branded food. Since at present 60% of the
Indian grocery basket consists of non- branded items. The global retail giants like Wal-Mart,
Spar International, Tesco, K-Mart/SEARS, Carrefour, ZARA, FCUK, Carrefour Group and The
Home Depot, NEXT, Mother Care, lKEA, Trussardi, DKNY and many more have made plans to
march in the Indian market.
Companies like Spencers, Shoppers Stop, Trent, Reliance, Lifestyle, Pantaloons Tanishq,
Crossroads, Vishal and More already have planned to invest over Rs 5,000cr. Trent is on the edge
to take both its brands 'Star India Bazaar' and 'Westside' to new cities, meanwhile Shoppers' Stop
has recently geared up for expansion of present ones and to add 11 new stores including two
hypermarkets. Pantaloon has planned to add eight 'Big Bazaar' malls within the next 6 to 8
months and also Sweksha has geared up for opening 15 hypermarkets in near future.
After partition, Reliance Industries Ltd (RIL) is substantially getting ready to enter in
field of retailing. RIL is poised to emerge as the single largest player in this sector. On the other
hand, Toscos, Wal-Marts or Safeway does ultimately enter in the country. So finally, Shoppers'
Stops, Westside, Pantaloons and West sides in coming years have will face stiff competition.

Major Indian Retailers:RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers
Super, Daily, Express & Fresh
Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, 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, Inorbit

Lifestyle International- Lifestyle, Home Centre, Max, Fun City and International
Franchise brand stores.

Pyramid Retail-Formats: Pyramid Megastore, True-Mart

Nilgiris-Formats: Nilgiri's supermarket chain

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

More-Formats: Supermarket chain and hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

German Metro Cash & Carry:- Wholesale

Shoprite Holdings-Formats: Shoprite Hypermarket

International Retailers:The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti Enterprises to
enter Indian retail market.

Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary
Infiniti Retail's multi-brand consumer durables retail format, Croma.

The Walt Disney Company, consumer product retailing arm of global animation giant,
will soon add 135 new stores to its existing 15 stores.

World's leading coffee chain, Starbucks' enters India through a tie-up with the country's
leading multiplex operator PVR Limited.

Apple Inc has entered into an exclusive marketing and distribution deal with Reliance
Retail through "iStore by Reliance Digital".

Some of the international players that have already entered India include McDonald's,
Pizza Hut, Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony, Sharp,
Kodak, Medicine Shoppe among others.

7. Company Profile

COMPANY PROFILE

Type: - private company

Founded: - Kolkata, India (2011)

Founder(s):- MR SATYENDRA SINGH
Headquarters: - Kolkata, India
Key people: - Mr. satyendra Singh
Industry:- retail
Employees:-55
Outlets: - At present 2(raniganj and Asansol )

Website:- www.swekshabazaar.com
Sweksha bazaar establish in 2011 by satyendra singh, is one of raniganj and Asansol fastest
growing business unit in retail sector with a turnover touching 30,00,000 per month initially
starting with grossry or FMCG items but at present deal or sale vegetables, clothes, home and
office essential, fashion accessories , toys, food and personal care, music & books, cosmatics
,sports and fitness, and all the products that are useful in daily life.

MANAGEMENT
The sweksha bazaar management is handle by satyendra singh personally and also
appoint a manager or experts they are highly qualified professional , well experience in
their respective field.

VALUES
Sweksha bazaar business ethics promote higher level of excellence. The company values
of

customer

sovereignty,

people

orientation,

innovation

&

Entrepreneurship,

Transparency & integrity and passion for superior performance, Anticipation, speed and
flexibility propel it to perform and excel in all spheres of the business.

QUALITY
For sweksha bazaar quality determines success. Continuous process improvements are
carried out to ensure complete satisfaction of customer and market requirement.

BEYOND BUSINESS
Sweksha bazaar is a socially responsible organisation; believing in giving back to the
community what it has gained from it. The group regularly contributes towards the
welfare of various social groups and is involved in promoting social activities.

HISTORY OF SWEKSHA BAZAAR:

The history of sweksha bazaar began in 2007 when Mr. satyendra was also a customer
not a business man one day he was purchasing a goods from a retail shop ultimately he
was thinking that why companies or retailer not share the profit to the customer we are

also invest the money for purchasing the goods not only a expanse. And at this phase he
was also suffering a panic situation and a bad experience from (MLM) multi -level
marketing.
So he was decided to make a good concept that create a equality between seller and the
customer.
They give the name for their idea as a ANTI NETWORKING MARKETING and
today it was run as a sweksha bazaar.

ABOUT SWEKSHA BAZAAR:

Swksha bazaar is also known as ANTI NETWORKING MARKETING because the
base of sweksha bazaar is mixture of traditional retail shop and networking business
Sweksha bazaar give the freedom to customer to choose any product you want and also
give the opportunity to get the membership from sweksha bazaar and make a chain
through networking and maintain your compound income but maximum limit of the
chain is only 13 member .
The name of the company is also clarify all the things that you can come to our store with
your own choice and also leave the store with your own choices and in membership it
depends on you that get a membership or not anything not bounded by the company.
The main motive of sweksha bazaar is to convert the household expanse into a
investment and generate some income from it basically this concept was devolve for the
housewife of the Indian society.
One thing is also to provide better quality product in cheapest cost with a huge discount
and bonus.
Understanding the working of sweksha bazaar than first understands the situation and
some questions:
Sweksha bazaar give a big opportunity of earning from your expanse on buying daily
uses product for family maintenance of your choice from market which may be upto
50000 per month, as per saving and compound saving theory develop by mr. satyendra
for the customer.

Let us check your smartness & consciousness as a buyer.because you will have to
score 6 point out of 10 for membership eligibility. Suppose you buy items of rs.
3500(MRP VALUE) in a departmental store in a month, then
Q1.How much the retailer earnd on your purchasing ?
Q2. Did you get any discount on total MRP. If yes then how much?
Q3.How much you saved on MRP.?
Q4.How much the retailer pay you back from the profit in the form of profit share?
Q5. Do you think why a retailer will pay you back profit share to the customer?
These question are the baser of sweksha bazaar concept when these question arises in the
mind of mr. satendra than suddenly he was shock because no one can give return the
profit share to the customer.
Then he devlope a business plan there is small presentation of the concept:
1.open market product plan.
2.discount plus plan.
3. home delivery plan
4. bonus plan( free billing)
5. Network development plan
A. compound saving scheme
B. credit bill facility
C. Renovational scheme.
D. Incentive and award scheme
Plan 1, 2& 3 for all.
For plan 4& 5 one time service charge for 5 year of service is rs. 1750.00 onli
(including service tax).
Free membership will get credit point on each bill and after scoring 2000 points they will
be eligible for plan 4 & 5 without paying any service charge because for free member up
to 40% of our profit is declared as CP on each bill.
One thing is important to understand here we are not going to any customer like other
networking companies its upon to customer to get membership or not we believe in
customer satisfaction and try to make a loyal customer for the company

Let us understand the concept in briefly:

1. Open market product plan:
In open market people are free to purchases what they want. The free market
allows people to negotiate and pay for the goods as they see fit. No boundation at
all for choosing any brand or product they are freely choose they want.
2. Discount plus plan.
Indirect saving scheme : based on universal fixed margin policy evaluation
process a attractive discount plan.
3. SWEKSHA BAZAAR CREADIT PLAN:
Credit bill scheme:- The facility of credit bill along with cash discount
4. SWEKSHA BONUS PLAN:-

Direct saving scheme: Direct 15% to 20% share in profit.

5. SWEKSHA ROYALTY PLAN:Compound saving scheme: huge saving on collective purchases
6. HOME DELIVERY PLAN
7. MEMBERSHIP WITHDRAWAL PLAN:Risk free scheme: 100% guarantee for loss or any type of caution.

Sweksha bazaar is a best network development

scheme with elimination of Pyramiding, head hunting,
and fund blocking.
Its a very transparent and easy way of shopping in the
form of co-operation business system of MLM and
traditional retailing.
8. NETWORK DEVLOPMENT PLAN:Sweksha bazaar is a best network development scheme with
elimination of Pyramiding, head hunting, and fund blocking.
In sweksha bazaar its a boundations that one customer can
make or add only 13 people in chain not more than 13 people.
And in a row of these 13 person any of one customer can also
make a chain of 13 customer or member.
For getting a membership plan a customer pay
1750.00(including service tax) Rs. for a membership fees if any
one cant be able to pay the money or not want pay the money
but want a membership of sweksha bazaar than fill the form of
10 rs only and become a free member of swksha bazaar.
But free member will get a credit point on each bill and after
scoring 2000 points, they will be eligible for plan 4&5 without
paying any service charge because for free member up to 40%
of of our profit is declared as CP on each bill.

1ST
CUSTOMER
B
C
D
E
F
G
H
I

J
K
L
M
N

.THE PROCESS OF SWEKSHA BAZAAR NETWORKING..

CUSTOMER ID CARD ISSUE BY SWEKSHA BAZAAR:

8. Introduction to Market
Potential and Catchment
Analysis

Market Potential
Market Potential:Market Potential is the total amount of a product/service that customers will purchase within a
specified period of time at a specific level of industry wide marketing activity or estimated
maximum total sales revenue of all suppliers of a product in a market during certain period of
time.
This is an important aspect of marketing since one has to do market research related to his
industry product which can be business to consumer or business to business. Market potential is
basically carried out to know the strength in the industry also to allocate the target to the sales
force based on optimum market research which normally includes the customers requirement

and their expansion plans, investment etc. With optimum information a company can know
amount of investment for a product, also for a particular area.
Total Market Demand:The total market demand for a product or service is the total volume that would be bought by a
defined consumer group in a defined geographic area in a defined time period in a defined
marketing environment under a defined level and mix of industry marketing effort. Total market
demand is not a fixed number but a function of the stated conditions.
Market demand in the specific period

Market potential
Market forecast
Market minimum
Planned expenditure
Industry marketing expenditures
Market demand as a function of Industry marketing expenditures
Fig (1): Market Demand
Figure (1) shows the relationship between total market demand and various market conditions. In
this figure, upper limit of market demand is called Market Potential.
Companies have developed various practical methods for estimating total market demand.
A common method to estimate total market demand is as follows:Q=nqp
Where

Q = total market demand

n = number of possible buyers in the market
q = quantity purchased by an average buyer per year
p = price of an avg. unit

Benefits of Market Potential Analysis:-

Understand market potential for a single store, network of stores or a new market.

Deploy resources effectively by ranking markets in priority order.

Forecast total opportunity in terms of number of customers and revenue potential.

Estimate your market share.

A market potential analysis may include:

A customer profile to understand where to find more like them

Market penetration and market share reports showing performance in existing markets
and expected performance in new markets

Market ranking reports allowing you to prioritize resource deployment into new markets

A geographic view of market opportunity on detailed maps

Market potential can be expressed as a function of:

The number of customers purchasing

Amount purchased

Frequency of purchase

In other words, market potential = (how many * how much* how often)

Bottom Up or Top Down Market Analysis:-

A Bottom Up approach to market sizing starts with a company customers. How much
and often do they buy? What is their profile? How many potential customers do you have
in the market based on your customer profiles? How can you reach them?

A Top Down approach starts with market and industry data. It takes a close look at a
geographic market area and profiles the consumers and/or businesses to let you know
their propensity to buy your products and services.

Estimating the market or market potential for a new business or business expansion is critical in
determining the economic feasibility of a venture. But market potential is very essential for the
company and by knowing market potential a company can make its position in the market by
finding how many players are there in that sector.

CATCHMENT ANALYSIS
it consists of all class of family. In his area 5.4% families belong to Socio Economy Class (SEC)
A+, 38.6% families belong to SEC A, 52% families belong to SEC B and 4% families belong to
SEC C. All this result has been found with the help of Area Mapping technique and catchment
analysis, all these data are approximate. By all these data we can find that this area is having
good market opportunities retail Supermarket.

If a company doesnt know who its shoppers are, how can company give them what they
want? If company doesnt know where they come from, how can company communicate
with them? Finding answers to these questions is vital but catchment analysis is very
helpful in that.

A company or retail store will be able to optimize its activities if and only if company
knows its market in depth. Its market penetration, its success and its potential depend on
geographical factors, hard to grasp, hard to fully understand, but catchment analysis is
very helpful.

In the catchment analysis, first part is the area mapping of that local market and through
that finds the locations of the competitors, customers and traffic between them. Through
that we quantify the sizes and potentials of that local catchment areas and market of that
area as whole.

With the help of catchment analysis, company knows the best location for business, target
and potential customers

Type of catchment area

There are four type of catchment that is following
Unitary Catchment
It is hub of the catchment area around the outlet, from where maximum number of people
comes to the retail stores for shopping.
Secondary Catchment
This area is called secondary catchment area which is around 2 km far away retail stores
from where some people come to the shop for shopping.

Tertiary Catchment
The area from where only some selected or loyal customers come to the retail stores that
is more than 2 km far from outlet.
Outer Catchment
Outer catchment area is totally outer area from where only less no. of person sometimes
comes to the outlet,

9. Data Analysis and

Interpretation

Data Analysis and Interpretation

Research in retail is very essential, as customer preferences and choices are dynamic and change
frequently, the retail company needs to understand these before redesigning its processes for
enhancing business and many more. Since customer interaction takes place at the store and near
store, there is a big opportunity to gather first hand information and feedback from customers
through research and survey. Research is carried out at the retail level for concept testing,
business feasibility analysis, identification of the right product mix, target customer and market
potential.
The major objectives of analysis of data are:

To evaluate and enhance data quality

Describe the study population and its relationship

Examine effects of other relevant factors

Seek further insight into the relationship observed or not observed

Evaluate impact and importance

Target Customers- Age Wise:This Table reveals about age group of customers.
Table-1

Age Group
18-25
26-35
36-45
46-55
56+

Age Group of Respondents

No. of Respondents
% of Respondents
134
33.5
152
38
56
14
27
6.75
31
7.75
Age Group of Respondents

56+; 8%; 8%
46-55; 7%; 7%
18-25; 34%; 34%
36-45; 14%; 14%

18-25
26-35
36-45
46-55
56+

26-35; 38%; 38%

Pie Chart: 1
Source:

Primary Data

Inference:
From the Table-1 and Pie chart-1 depicted above,
Out of 400 respondents who answerd the questionnaire, 33.5% people fall in the age group 18-25
years, 38% people fall in the age group 26-35 years,14% people fall in the age group 36-45
years, 6.75% people fall in the age group 46-55 years and 7.75% people fall in the age group 56+
years.

From the above analysis, it is observed that majority of the residents fall in the age group 18-25
and 26-35

No. of family members of the Respondents

This table explains about No. of family members in a family.
Table-2

No. of Family and Family Member's of Respondent

Member's of family
1
2
3
4
5
6
7
8
9
11

No. of Family
2
20
42
123
138
54
15
4
1
1

Column Chart-2
Source: Primary Data

% of Family
0.5
5
10.5
30.75
34.5
13.5
3.75
1
0.25
0.25

Inference:
From the Table-2, Column chart-2 depicted above,
Out of 400 respondents who answerd the questionnaire, 34.5 people belong to 5 members
family, 33.75% people belong to 4 members family, 13.5% people belong to 6 members family,
10.5% people belong to 3 members family, 5% people belong to 2 members family, 1% people
belong to 8 members family.

Target Customer- Education Wise

This table explains about education level of customers
Table-3

Education Level of Respondents

Education Level
S.S.C.
Inter
Graduate
Post Graduate
Others

No. of Respondents
7
28
215
138
12

% of Respondents
1.75
7
53.75
34.5
3

Pie Chart-3
Source: Primary Data
Inference:
From the table, pie chart depicted above,
Out of 400 respondents who answered the questionnaire, 1.75% people belong to S.S.C. category
education level, 7% people belong to Inter category education level, 53.75% people to Graduate
category education level, 34.5% people belong to Post Graduate category education level and 3%
people belong to others category education level.

Occupation of Respondents
This table describes the occupation of respondents who gave the answer of questionnaire and explain
class of customers.
Table-4

Occupation of Respondents
% of
Occupations
Student
House Wife
Service
Business
Others

No. of Respondents
73
27
172
87
41

Respondents
18.25
6.75
43
21.75
10.25

Occupation of Respondents

Others; 10.25; 10%

Student; 18.25; 18%

Business; 21.75; 22% House Wife; 6.75; 7%

Student
House Wife
Service
Business
Others

Service; 43; 43%

Pie Chart-4

Source: Primary Data

Inference:
From the table, pie chart depicted above,
On this basis of 400 respondents who answered the questionnaire, 43% people belong to Service
category, 21.75% people belong to Business category, 18.25% belong to Student category, 6.75%
people belong to House Wife category and 10.25% people belong to Others category.

Monthly Income of Respondents

This table states about the monthly income level of Respondents who gave the answer of this
survey questionnaire so taken by me as a sample of the entire population for the analysis.
Table-5

Monthly Income of Respondents

Monthly Income
< 5k
5k-10k
10k-20k
> 20k

No. of Respondents
68
78
149
105

% of Respondents
17%
19.5%
37.25%
26.25%

Pie Chart- 5
Source: - Primary Data
Inference:

From the Table-5, Pie Chart-5 depicted above,

Out of 400 respondents who answered the questionnaire, 17% people belong less than 5000
monthly income category, 19.5% people belong to 5000-10,000 monthly income category,
37.25% people belong 10,000-20,000 monthly income category and 26% people belong to more
than 20,000 monthly income category.

Regular shopping place of Respondents

This question reveals about preference of Respondents regarding retail stores where they shop
regularly.
Table-6

Regular Shopping Place of Respondents

Shopping Place
Supermarket's
Kirana Stores
Others
Supermarket's & Kirana

No. of Respondents
284
45
5

% of Respondents
71
11.25
1.25

Stores

66

16.5

Pie Chart-6
Source:- Primary Data
Inference:- From the Table-6, Pie Chart-6 depicted above,

Out of 400 respondents who answered the questionnaire, 71% people go to

Supermarkets for shopping, 16.50% people shop at Supermarkets and Kirana Stores,
11.25% people shop at Kirana Stores and 1.25% people shop at others.

No. of times in a week shopping at Sweksha by the Respondents

This table explains about frequency of shopping in a week by the respondents in a week.
Table-7

Shopping at Sweksha in a week by Respondents

No. of times in a week
1
2
3
4
20

No. of Respondents
76
98
20
8
1
203

% of Respondents
19
24.5
5
2
0.25
50.75

Source:- Primary Data

Inference:From the table, column chart depicted above,

On the basis of 400 respondents who answered the questionnaire, 19% people go to
Spencers for shopping once in a week, 24.5% people shop at Spencers twice in a week.
5% people shop at Spencers thrice in a week and 2.25% people shop at Spencers 4times
in a week.

Perception of Customers about visiting to supermarket

This table reveals the opinion of customers for visiting a Supermarket. It means the convenience
of the customer to visit a supermarket based on the different factors like better price,
accessibility, availability of variety of products, parking facility, store ambience (it determined by
store layout, soothing music, tempting visual display of the products with self selection facility,
etc.), customer service, range of items, product quality, value for money, offers and discounts,
after sales service.
Table-8

Perception of customers for visiting Supermarket

% of
Very

% of

% of

% of

Poor

Avg.

Good

VG

% of No

Respons

% of Poor

Respons

Respons

Respon

Respon

Outlook
Better

Response

se

se

Price
Good

0%

4%

28.50%

44.75%

12%

10.75%

0%

0.25%

5.5%

46.75%

36.75%

10.75%

Quality of
Products

Variety of
Product to
choose
Parking

0.5%

3.75%

37.25%

35%

12.75%

10.75%

Facilities
Convenien

0.75%

5.75%

43.25%

33%

6%

11.25%

0%

1.25%

3%

57%

28%

10.75

1%

1.5%

22.5%

57%

7.25%

10.75%

0%

0.5%

6.5%

43.5%

38.75%

10.75%

ce or
Opening
Hours
Product
Knowledge
of
Employee
Store
Comfortabl
e to shopin

For Better Price

Column Chart-8
Source:- Primary Data
Inference:From the Table-8, Column Chart-8 depicted above,

Out of 400 respondents who answered the questionnaire, 44.75% said good about pricing
of products, 28.5% said average, 12% said very good and none said very poor regarding
Better Price in reasons for visiting a Supermarket.

Column Chart-9
Source:- Primary Data
Inference:From the Table-8, Column Chart-9 depicted above,

Out of 400 respondents who answered the questionnaire, 46.75% said good about quality
of products, 5.5% said average, 36.75% said very good and none said very poor regarding
Good Quality of Products in reasons for visiting a Supermarket.

Column Chart-10
Source:- Primary Data
Inference:-

From the Table, Column Chart-10 depicted above,

Out of 400 respondents who answered the questionnaire, 35% said good about
availability of variety of products, 37.25% said average, 12.75% said very good and none
said very poor regarding Variety of Products to choose in reasons for visiting a
Supermarket.

Column Chart-11
Source:- Primary Data
Inference:From the Table, Column Chart-11 depicted above,

Out of 400 respondents who answered the questionnaire, Out of 400 respondents who
answered the questionnaire, 33% said good about parking facilities, 43.25% said average,
6% said very good and 0.75% said very poor regarding Parking Facilities in reasons for
visiting a Supermarket.

Column Chart-12
Source:- Primary Data
Inference:From the Table, Column Chart-12 depicted above,

Out of 400 respondents who answered the questionnaire, 57% said good about
convenience or opening hours, 3% said average, 28% said very good and none said very
poor regarding Convenience or Opening Hours in reasons for visiting a Supermarket.

Column Chart-13
Source:- Primary Data
Inference:From the Table, Column Chart-13 depicted above,

Out of 400 respondents who answered the questionnaire, 57% said good about products
knowledge of employee, 22.5% said average, 7.25% said very good and 1% said very
poor regarding Convenience/Opening Hours in reasons for visiting a Supermarket.

Column Chart-14
Source:- Primary Data
Inference:

Out of 400 respondents who answered the questionnaire, 43.5% said good about Store
comfortable to shop-in (ambience), 6.5% said average, 38.75% said very good and none
said very poor regarding Store Comfortable to Shop-in (Ambience) in reasons for visiting
a Supermarket.

Hence from above analysis, customers show the maximum view on following things in the
reasons

for

visiting

supermarket

product

knowkedge

of

employee

(57%),

Convenience/Opening Hours (57%),Good quality of Products (46.75), Better Price (44.75%),

Store comfortable to shop-in ( 43.50%), Parking Facilities (43.25%) and Variety of products to
choose (37.25%).

Respondents View in selecting a Supermarket

This question tells about important things for a Supermarket on the basis of customers view.
Table-9

Important things in selecting a Supermarket in Respondents view (in %)

Somewh
Not all

at Un

Outlook

Imp.

Imp.

Security
Close to

1.50%

No
Somewha

Extremel

Respo

Neutral

t Imp.

y Imp

nse

5.50%

13%

28.50%

41.75%

9.75%

1.75%

2%

16%

20%

50.50%

9.75%

0%

0.75%

5.75%

57.75%

26%

9.75%

0%

0%

5%

20.25%

65%

9.75%

2.50%

1%

4.50%

29.75%

52.50%

9.75%

0.50%

0.50%

5%

11.75%

72.50%

9.75%

product
Non Veg. &

8.75%

1%

5%

32%

43.50%

9.75%
10.25

Sea food
Home

6%

12.75%

10.50%

52.25%

8.25%

Delivery

0.50%

1.25%

4.25%

42.25%

42%

9.75%

where You
live
Convenien
ce of
Parking
Courteous
Friendly
Employee
Offers
Several
brands
High
quality
Fruits &
Vegetables
Diff.
Variety of
Dairy

Column Chart-15
Source:- Primary Data
Inference:From the Column Chart-15 depicted above,

Out of 400 respondents who answered the questionnaire, 41.75% respondents give their
view regarding Security as extremely important, 28.50% respondents somewhat
important, 13% respondents neutral and 5.50% respondents somewhat important during
selecting a Supermarket.

Column Chart-16
Source:- Primary Data
Inference:From the Column Chart-16 depicted above,

Out of 400 respondents who answered the questionnaire, 50.50% respondents give their
view regarding Close to where you live as extremely important, 20% respondents
somewhat important, 16% respondents neutral during selecting a Supermarket.

Column Chart-17
Source:- Primary Data
Inference:From the Column Chart-16 depicted above,

Out of 400 respondents who answered the questionnaire, 57.75% respondents give their
view regarding Convenience of Parking somewhat important, 26% respondents extremely
important, 5.57% respondents neutral during selecting a Supermarket.

Courteous Friendly Employee

Extremely Imp; 65%

Courteous Friendly
Employee

% of Respondents
Somewhat Imp.; 20%

No Response; 10%
Neutral; 5%
Not
Somewhat
all Imp.; 0%
Un Imp.; 0%
Outlook

Column Chart-18
Source:- Primary Data
Inference:From the Column Chart-17 depicted above,

Out of 400 respondents who answered the questionnaire, 65% respondents give their
view regarding Courteous friendly employees as extremely important, 20.25%
respondents somewhat important, 5% respondents neutral during selecting a
Supermarket.

Column Chart-19
Source:- Primary Data
Inference:From the Column Chart-18 depicted above,

Out of 400 respondents who answered the questionnaire, 52.5% respondents give their
view regarding Offers several brands as extremely important, 29.75% respondents
somewhat important and 4.5% respondents neutral.

Column Chart-20
Source:- Primary Data
Inference:From the Column Chart-19 depicted above,

Out of 400 respondents who answered the questionnaire, 72.50% respondents give their
view regarding High quality fruits and vegetable as extremely important, 11.75%
respondents somewhat important, 5% respondents neutral and 9.75% respondents No
Response during selecting a Supermarket.

Column Chart-23
Source:- Primary Data
Inference:From the Column Chart-22 depicted above,

Out of 400 respondents who answered the questionnaire, 42.20% respondents give their
view regarding Home Delivery as somewhat important, 42% respondents extremely
important and 9.75% respondents No Response during selecting a Supermarket.

Customers Expectation with respect to Services

This table tells about what kinds of services, customers expect from Spencers and other
Supermarket
Table-10

Kind of Services customers expect

Services
Fast Billing
Ticket Booking

Important
90.25%

Not Important
4.50%

No Response
5.25%

Counter's
Ample Parking
Home Delivery
All C. & D. cards

24.50%
70.25%
79.50%

69.25%
24.25%
15.25%

6.25%
5.50%
5.25%

Should accept

92.50%

2%

5.50%

Column Chart-24

Source:- Primary Data

Inference:From the Table-10, Column Chart-23 depicted above,

Out of 400 respondents who answered the questionnaire, 90.25% respondents give their
view regarding Fast Billing as important, 69.25% respondents give their view regarding
Ticket Booking Counters as not important and 24.50% respondents important, 70.25%
respondents give their view regarding Ample Parking as important, 79.50%
respondents give their view regarding Home Delivery as important and 92.50%
respondents give their view regarding all credit and debit cards should accept as
important.

10. Findings of the Study

Findings of the Study

After completing the survey and analyzing the responses of the persons contacted. I came across
the following facts

Consumer life style and spending pattern are changing, more and more customers are
visiting supermarket.

Demographics are very nice for retail business. In this area 38% people belong 26-35 age
group category, 33.5% people belong to 18-25 age group category, and 14% people
belong to 36-45 age group category and rest other age group.

mixture of Joint family and Nuclear family because 34.5% family are having only 5
family members, 30.75% family are having only 4family members, 13.5% family are
having 6 family members and 10.5% family are having 3 family members.

Residents well qualified. 53.75% people are Graduate, 34.5% people are Post Graduate
and 7% people have studied Intermediate/ S.S.C.

In area most of the people are service man. 43% people are job holders, 21.75% people
are business man, 18.25% people are students and 6.45% women are house wives,
10.25% people do other works. Among the women respondent most of them are job
holders or business women. This finding indicates that earning person is the decision
maker for a family even for shopping or any other work.

As we know in this area service holder people are maximum and this shows their
monthly income would be good. In this area, 37.25% people earn 10,000-20,000 monthly,
26.25% people earn more than 20,000, 19.50% people earn 5000-10,000 and 17% people
earn less than 5000 monthly.

71 % people go to Supermarket regularly for shopping only, 16.5% people go to

Supermarket & Kirana Store both and 11.25% people got to Kirana Store for shopping
only. This finding shows that supermarket customers are more in this area, Spencers can
enhance its business by providing better services.

50.75% people go to Spencers for shopping and 49.25% people dont go. In 50.75%
people, 19% people shop at Spencers once in a week, 24.5% people shop at Spencers
twice in a week, 5% people shop at Spencers thrice in a week and 2.25% people shop at
Spencers several times in a week.

In reasons for visiting a Supermarket, people of Dr. A.S. Rao Nagar gave their
preferences regarding Better Price 44.75% good &28.50% average, regarding Good
quality of products 46.75% good & 36.75% very good, regarding Variety of products
to choose 37.25% average, 35% good & 12.75% very good, regarding Parking
Facilities, 43.25% average & 33% good, regarding Convenience/Opening Hours 57%
good, 28% very good, regarding Product Knowledge of Employee 57% good, 22.5%
average & 7.25% very good, regarding Store comfortable to shop-in (ambience) 43.5%
good & 38.75% very good.

In the important things in selecting a Supermarket, people of Dr. A.S. Rao Nagar gave
their view- regarding Security - 41.75% extremely important & 28.50% somewhat
important, regarding Close to where you live 50.50% extremely important & 20%
somewhat important, regarding Convenience of Parking 57.75% somewhat important
& 26% extremely important, regarding Courteous friendly employee- 65% extremely
important, 20.25% somewhat important, regarding

Offers several brand-52.50%

extremely important & 29.75% somewhat important, regarding high quality fruits and
vegetables- 72.50% extremely important, regarding Offer different variety of dairy
products- 43.50% extremely important & 32% somewhat important, regarding sells
fresh Non-Veg. and Seafood- 52.25% somewhat important % 8.25% extremely
important, regarding home delivery- 42% extremely important & 42.25% somewhat
important.

People gave their expectation regarding different-different

services, -- Fast billing 90.25%

important, Ticket booking counters- 69.25% not important & 24.50% important, Ample
Parking 70.25% important, Home Delivery- 79.50% important, All Credit & Debit cards
should accept 92.50% important.

Most of the customers complained--

In Sweksha, several variety of product is not available, stock of 1 variety of any

brand is not sufficient; company should keep more variety of any product.

We never understand the pricing strategy of Sweksha

Product assortment is not good.

Arrangement of products is not systematic, we face problem many times for

selection of products.

Dabur products are not available in sufficient amount.

Organic products are not available in the Sweksha since last two month.

Store closing time should be increased.

Most of the customers were not too happy with level of service.

Maximum time A.C. doesnt work properly.

Products are not updated; new launched products are not available.

11. Challenges and

Opportunities

Challenges and Opportunities

At raniganj and asansol, 5 retail companies are doing their business. These are1. Spencers Daily
2. Ushodya Supermarket
3. Food World
4. More
5. Heritage Fresh@
Out of these 5 Supermarkets, on the basis of customer preferences, market survey Ushodya
Supermarket is holding 1st position, Sweksha bazaar 2nd, Food World 3rd, More 4th and Heritage
fresh@ 5th.
Challenges at raniganj and asansol Market:

Customers are flexible towards discount and offers with respect to Supermarkets.

Despite high footfalls, the conversion ratio has been not good in the Sweksha.

More is creating intense competition before Sweksha bazaar with the help of MORE @
YOUR DOOR.

Promotional activities of More Supermarket are continuously going on in the market with
the help of Templates, Kiosks Show and Club More Membership Card.

On the basis of customers preferences, Ushodya Supermarket is having several varieties

of products with deep assortment and Ushodya has covered more market.

Personalized service offered by Mom-&-Pop stores.

Brand awareness of Sweksha is not quite good only 50.75% people shop at Sweksha.

29% people shop at Kirana Stores.

Knowledgeable sales person inside store for motivating to the customers.

Competitors follow competitive and discount pricing strategy.

12. Suggestions and

Recommendations

Suggestions and Recommendations

Fast moving consumer goods (FMCG) or daily used items should be available in more
number of varieties because customers complain regarding this and FMCG product
should be placed near exit door as customers can purchase the daily use items at the time
of exit, which can directly increase the sales of Sweksha bazaar as done in other retail
outlets.

Most of the customers believe that stock is not updated and no offer schemes are
provided by Sweksha bazaar on the old stock. Same price is charged for both the fresh
stock and old stock. Respondents feel offers should be provided on the old stock, as is
done in other retail stores.

As the majority of population at raniganj and asansol area are falling into the age group
of 26-35 and 18-25.Company should concentrate on the need of people falling into that
category.

People say that Sweksha bazaar should employ experienced sales staff so that they can
better explain the quality and features of the products.

Some of the people find in-store environment of Sweksha bazaar very dull, so try to
maintain nice store image which attracts the customers and it works in word of mouth
marketing for attracting more customers.

Variety of products should be increased for better selection by the customers so that
customers can choose from a huge lot of items of different companies having different
features as the customers .

People generally search for the product on offer so the high margin product should be up
fronted that mean those item should be in the eye height so that it easily catches the

customers attention and generates impulse purchase.

Company should try to include mens, ladies, and kids apparels segment in the Sweksha
bazaar for attracting the customers.

preferences regarding these.

Billing should be fast because customers dont want to stay in the store after purchasing
the products.

13. Limitations of the

Study

Limitations of the Study

Following are the few limitation of the particulars research study.

The sample size chosen is limited to 400 only because of time and financial constraint.

This study was based purely in kolkatta raniganj and Asansol.

Data collected may not be a representation of the entire population.

The time duration for this project was only for a period of 45 days.

I also took the view of respondents who dont shop from Supermarkets.

This study was limited to the capabilities and willingness of the respondents in
appropriately answering the questions and information given by respondents may be
correct and may not be correct.

14. Conclusion

Conclusion
In the organized retail market of kolkatta raniganj and asansol Sweksha bazaar has come up with
Hypermarket in the twin city in 2001, giving good competition to its competitors like Big
Bazaar, Trinethra and other retail outlets. In the near future, it plans to open many stores in
kolkatta raniganj and asansol and. Many more competitors has entered the market and many are
about to enter the market, making Spencers journey even tougher. Hence, Sweksha has to take
some important steps to overcome its problem areas and implement the suggestions before the
existing and new retailers grab the opportunity making Sweksha bazaar existence even more
challenging.
To sum up, sweksha bazaar is facing tough competition from its competitors Big Bazaar, More,
Vishal. Vijetha, Heritage Fresh@, Magna, Food World etc, who have grabbed half of the market
by establishing its stores in prime area of the city. sweksha has to do intensive media
advertisements by roping in celebrities as brand ambassadors to create awareness of its existence,
since most of the customers came to know only through friends and family.
.

Annexure

Questionnaire
FEEDBACK FORM

Name:Address:-

Contact No:1. What is your age group?

i) 18-25

ii) 26-35 iii) 36-45

iv) 46-55

v) 56+

2. How many Members do have in your family including with you

3. Your Education Level
1. S.S.C 2. Inter 3. Graduate 4. Post Graduate 5. Others
4. Your Occupation
1. Student 2.House Wife 3. Service 4.Business 5. Others
5. What is your monthly income?
1. < 5000

2. 5000-10,000

3. 10,000 - 20,000 4. >20,000

6. Where do you shop regularly?

1. Supermarkets 2. Kirana Stores

3. Others

7. Do you shop at Sweksha bazaar store?

Yes / No

If Yes, how many times per week

8. Reasons for visiting supermarket:

Please highlight or enter the appropriate number

Index:

1 for Very Poor

and

5 for Very good

Very Poor

Very Good

Better Price

Good Quality of Products

Variety of products to choose

Parking Facilities

Convenience/Opening hours

Product knowledge of
Employee
Store comfortable to shop-in

1-5

9. In your view what is the important thing in selecting A SUPERMARKET:

Not
All

Description

Impo
rtant

Security
Close to where you live
Convenience of
parking
Courteous

friendly

employees
Offers several brands to
choose

from

in

category
High quality fruits &
vegetables
Offers different variety
of dairy products
Sells fresh Non-Veg. &
seafood
Home delivery

Somewhat
Unimporta
nt

Somewh

Extreme

Neut

at

ly

ral

Importan

Importa

nt

10. What kind of services you expect?

Please put a mark
Services

Important

Fast Billing
Ticket Booking Counters
Ample parking
Home delivery
All credit and debit cards should accept
If, any other please specify

SUGGESTIONS

THANK YOU
Sweksha marketing Ltd.

Not
Important

Bibliography

Bibliography

Books:

Marketing Management (13th Edition) -

By Philip Kotler, Keller, Koshy and Jha

Principles of Marketing (11th Edition)

By Philip Kotler and Gary Armstrong

Research Methodology

--

C.R. Kothari

The Art of Retailing

A.J. Lamba

Reference:

www.google.com

www.rpggroup.com

www.indiaretailing.com

www.retailindustry.com

www.ibef.org

www.thebrandreporter.com

www.fiber2fashion.com