Introduction: The Indian retail industry is now beginning to
evolve in the line with the transformation that has swept other large economies.
There is a change a foot in Indian retail too, the liberalization of the consumer
goods industry initiated in the mid-80’s and accelerated through the 90’s
has begun to impact the structure and conduct of the retail industry.
The concept retail, which includes the shopkeeper to customer interaction, has
taken many forms and dimensions, from the traditional retail outlet and street
local market shops to upscale multi brand outlets, especially stores or departmental
stores.
Hence, focusing on two aspects of retail marketing i.e. Store Retailing and Nonstore
Retailing. Store Retailing as the departmental store, which is a store or multi
brand outlet, offering an array of products in various categories under one roof,
trying to cater to not one or two but many segments of the society and Nonstore
Retailing as the direct selling, direct marketing, automatic vending.
Therefore, this concept of retail marketing through organised retail stores, which
is coming up in a big way in India was decided to be studied in detail.
The objective being to assess the various parameters that influences a buyer to
shop at organised retail food and grocery store thereby contributing to its turnover
(in terms of sales and profits) hence leading to its overall success.
The extensive research brought me to conclude that departmental stores are soon
emerging on the top priority lists, amongst the shopping spree in Delhi, as they
seem to derive immense pleasure as shopping is considered as a experience now
rather than a task and exposure to variety under one roof, in their extremely
busy lives, when they don’t have time for things.
The organised retail food and grocery stores make constant efforts to induce customers
to visit the store by discount offers.
Most of these stores believe in creating not just a marketing activity with its
customers, but rather favour relationship building with him so as to convert first
time customers into a client. They provide better parking facilities to customers
and the facility to examine the product. They also offer a wide range of payment
options to customers.
Hence this document entails me through these aspects in great detail, helping
me to understand the concept of retail marketing through departmental stores in
Delhi.
Number of Pages of Project Report: 71
Package Includes: Synopsis/Project Proposal +Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
1. Introduction and Objectives
2. Retail Scenario
- Literature Scenario
- Overview
- Store Retailing
- Retail Pricing
- Chain Stores
- Visual Merchandising
- Store Layout
- Space Planning
- Critical Issues in Retail Store
- Retail Trends in past few years
- Large Retailers move across formats
3. Introduction to the Study
- Research Methodology
-- Scope
-- Research Design
-- Sampling Design
-- Data Sources
-- Research Instrument
- Mode of Survey
- Identification of Problem
- Relationship between Shopping Utility and Store Performance
4. Findings of the Survey
5. Discussion based on analysid
6. Conclusion
7. References and Bibliography
8. Appendix
