This document provides information about Spencer's Retail Limited, including its company profile and use of technology. It discusses Spencer's Retail's implementation of an SAP ERP system using Sun servers to support its rapid expansion to over 350 stores across India. The new IT infrastructure improved performance, ensured availability, and provided scalability to support further growth. Spencer's Retail was able to process transactions 5 times faster and estimated the system could support up to 1,000 stores. It also reduced space and power needs.

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PROJECT
A STUDY
ON EVALUATION OF CUSTOMER
CENTRICITY AT VALUE
SPENCERS
BHIMAVARAM
SUBMITTED BY:
GAGAN JAIN
ROLL: 12
SUBMITTED TO:
Mr.K.S.D.PRASAD

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CONTENT
1. Student undertaking…………………………………………..……1
2. Company Certificate……………………………………….………..3
3. Acknowledgment……………………………………………………..4
4. Executive Summary………………………………………………….5
5. Introduction…………………………………………………………….8
6. Company History…………………………………………………….9
7. Company Profile……………………………………………………..13
8. Objectives………………………………………………………………25
9. Research Methodology………………………………………….26
10. Data Analysisand Interpretation………………………..33
11. Recommendation………………………………………………50
12. Appendices…………………………………………………………51

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CERTIFICATE
This is to certify that Mr.Gagan Jain of class XI-A of J.Sikile School,
Narsapur, has completed this project under my supervision. He has
taken keen interest and shown utmost sincerity in completion of this
project. He has successfully completed “Project Work in Business
Studies “up to my satisfaction.
Mr.K.S.D.Prasad
Ms.Meena Kumari
[Principle]
J.Sikile. School
Narsapur

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ACKNOWLEDGMENT
I would like to convey my thanks to Mr.K.S.D. Prasad, my Business
Studies Teacher and Ms.B.Sirisha, Head of Department, J.Sikile
School, Narsapur, for their immense help and guidance in the
completion of my project. It is only due to their efforts that my
project could be completed successfully. This report is submitted as a
part of practical examination included in curriculum of CBSE for All
India Senior Secondary Examination to be held in the year of 2016-
2017.
GAGAN JAIN
Roll No: 12

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EXECUTIVE SUMMARY
The customers are the only reason why we are in the business, so
satisfying them will ultimately lead to profits. There is a need to
highlight the importance of a customer service climate in Value
format stores. A climate that emphasizes courtesy, competence
and a work environment that promotes a strong working
relationship and management.
Intention of this “PROJECT SPENCERS” is to get assistance from
customer feedback not only to identify problems but will also
demonstrate customers that we care and always proactive in
looking ways to improve the services we provide.
The project work includes collecting data as management trainee at
spencers Value chain. Trainees were assigned 2 stores each. We
have to be present at one store every day. We have to interact with
at least 8/10 customers document the feedback in prescribed
format. Include an open ended, asking them if they have any
additional comments or suggestions to make.
Most importantly, I collate report of questionnaires filled on daily
basis and submit the same on Monday and Thursday with store
observation report.

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My training was gone through different phrases which are following :
PHASE-1: In this phase an extensive training was given to us about basic
terminology use in retail work is to be done in any store, which instruments,
software’s they use and how they use them.
PHASE-2: The next phase was to interact with the customer and take their
feedback on that questionnaire and send the daily report to spencers
headquarters and along with on other side we were assigned one more
project namedas “MYSTERY SHOPPING”in whichwe went to different stores
of spencers andof its competitors tofindout the difference andsome special
observation and learning.
PHASE-3: Analysis was done on the basis of the questionnaire filled up and
the suggestions made by the respondents.
On further analyzing we found this project named “PROJECT SPENCERS” was
really the worthwhile to understand the retail chain system. Every store is
made withparticular specializationandwe analyzed those stores are coming
up to standard or not. If not then why and how we can control.

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INTRODUCTION
Date of Establishment
1996
Revenue Rs. 10,913 crores (FY 2007) – RPG Group
Market Cap Rs. 8,314 crores (2007) – RPG Group
Address RPG Enterprises, CEAT Mahal, 463, Dr. Annie Besant
Road, Worli, Mumbai 400 030, Maharashtra, India
Branches Mumbai, Gurgaon, Ghaziabad, Luck now, Calicut,
Hyderabad, Vizag, Vijayawada, Aurangabad Durgapur
and Kolkata
Management Team R.P Goenka – Chairman Emeritus
Harsh Goenka – Chairman
Sanjiv Goenka – Vice Chairman
S Bannerjee – President/Chief Executive Power Sector
P.K Chowdhary – President/Chief Executive Tyre
Sector
Subroto Chattopadhayay – President/Chief Executive
Entertainment Sector
P.K Mohapatra – President/CEO, Technology Sector
Arvind Agrawal – President/Chief Executive Corporate
Development and HR
Ramesh Chandak - President/Chief Executive
Transmission Sector
P. Sampath Group CFO
Overview Spencer’s Retail is a part of the RPG Companies that
deals with food, apparel, fashion, electronics, lifestyle
products, music and books. It operates through over 350
stores. It also offers services such as gift vouchers and
easy loans in association with CitiFinancial Consumer
Finance India Ltd.

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Company History
YEAR EVENTS
1987 - The company was established in the year. The main objects of the
company are marketing and distribution manufacture of Pharmaceuticals-
Aerated waters and other food products- Marketing of consumer durables-
Trawlers and marine products processing- Travel and shipping- Imports and
Exports - Hotels and Catering- Tea estater-Chain departmental stores-computer
and computer services- Real Estates.
- M/s Kellner Pharmaceuticals Ltd., Vulcan Electricals Ltd., Spencer
International Hotels Ltd., Spencer, Furnitures & Furnishing, Spencer Estates
Ltd., Spencer Consumer Products and Services Ltd., Spencer Pharmaceticals
Ltd., G.F.Kellner & Co. Ltd., Fiesta Restaurant Ltd., Kartik Pharmaceuticals
Ltd., and Spencer Information Services are the subsidiaries.
1995 - Spencer Industrial Fund Ltd has become a Subsidiary of Spencer
International Hotels Ltd under provision of Section 4(1) (a) of the Companies
Act, 1956 and accordingly a Subsidiary of this Company also from 24th
January.
1996 - The Company has entered into a Technical Assistance cum Joint venture
options Agreement with M/s. Dairy Farm International Holdings Ltd., a major
International retailing force operating in several countries.
1997 - During the year the company has entered into a Joint Venture agreement
with DFI Mauritius Limited to enter yet another Retail Format. A chain of retail
drugstores, dealing in Medicines, Cosmetics, Toiletries and allied Health and
Beauty products, is proposed to be set up on a nation-wide basis.
- A new company has been named as RPG Guardian Private Limited and is on a
mission to lop a highly regarded retail business in India by offering excellent
service and value to customers. The company has been set up on a 50: 50 equity
partnership basis. The total paid up capital of the company will be Rs. 450 lakhs
consisting of 45, 00,000 of equity shares of Rs. 10/- each.
1998 - Mr. P.K. Mohapatra appointed as Managing Director w.e.f. 1st April.
- The Company's expansion into Food Retailing through the chain of Food
World Supermarket started during 1996 made significant progress during the

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year. - Food world has became a household name in three cities enjoying high
patronage from its customers and suppliers.
2000 - Spencer & Company, an RPG group outfit, has signed a joint venture
agreement with Dairy Farm International Mauritius (DFI) to launch a chain of
large distribution infrastructure, essentially meant to serve the small retailer.
Spencer's Retail
Based in Kolkata, India, Spencer's Retail is one of the country's fastest growing
retail companies with approximately 2 million square feet of retail space and
more than 400 stores in 65 cities. Products include food, apparel, electronics,
lifestyle products, music, and books. Spencer's Retail is a division of RPG
Enterprise, a business group with more than 20 companies in industries such as
power, technology, retail, and entertainment. Established in 1979, RPG
Enterprises has annual revenue of $3.25 billion.
Customer Challenges
Enable rapid business expansion
Improve performance
Add room for growth
Ensure IT systems' availability
Solution
Spencer's Retail based its production environment on Sun SPARC Enterprise
servers that run SAP ERP software. The infrastructure includes Sun storage
solutions and a remote disaster recovery site with Sun SPARC Enterprise and
Sun Fire servers. When implementation is complete, more than 350 stores will
connect to the new system.
Business Results
Improved performance
Increased scalability
Ensured IT systems' availability
Reduced spaceand power requirements

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Products and Services
Sun SPARC Enterprise M5000 Server
Sun SPARC Enterprise M4000 Server
Sun SPARC Enterprise T5120 Server
Sun Fire V490 Server
Sun Storage Tek 6540 Array
Sun Storage Tek 6140 Array
Sun Storage Tek SL500 Modular
Library System
Solaris 10 Operating System
Solaris Cluster 3.2
Sun Storage Tek Data Replicator
Software
Related Customer Success
Stories
Out spark Increases System Uptime
and Performance, Cuts Power
Consumption and Costs with Sun
Server Solution
Sun Unified Storage Helps Elanders
Reduce Costs and Increase
Performance
Ivan Smith Furniture Deploys a Java-
Based Reporting System from MCM
Software
View all Customer Success Stories
Story Details
Spencer's Retail in India is in an enviable but challenging position instead of
trying to generate new business, it is struggling to keep up with explosive
growth. Approximately two years ago, the company had approximately 60
stores and 4,000 employees; today, it has more than 350 stores and 15,000
employees.
By 2004 the retail industry was growing rapidly in India, and Spencer's Retail
decided to pursue an aggressive expansion strategy. The company had the
customers, the products, and the employees to make it happen. It just needed an
IT infrastructure that could support rapid growth. Current servers were at
capacity, and the company needed to upgrade before adding new stores. Amit
Mukerjee, Group CIO of the RPG Group, describes the challenge as part of the
learning curve for retail development in India. “Retailing is a new business in
this country. As the business matures, the process matures, and IT systems must
evolve accordingly.”
" One benefitfor us withSun Microsystems is its understandingof retail and
its abilityto architect a solution for this type of business. The second benefit is
that Sun has the technology to supporta transaction-intensiveenvironment,
and it can provide us a solution that can handlelargeamountsof data so that
businessruns smoothly. "
— Amit Mukherjee, Group CIO, RPG Group

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The company also needed an enterprise resource planning (ERP) solution to
handle critical processes such as supply-chain management. It decided to
implement my SAP ERP, now called SAP ERP, and realized the solution
needed to run on high-performance servers. Spencer's Retail evaluated several
possibilities, including servers from HP, IBM, and Sun Microsystems. It
decided to build its IT infrastructure on Sun systems for several reasons. Sun
SPARC Enterprise Servers had the performance and scalability needed to
sustain its business, and they delivered higher performance at less cost. Sun's
knowledge of the retail space in India, as well as its long history with RGP
Enterprises, were also deciding factors.
Spencer's Retail chose Sun SPARC Enterprise M5000 servers with four dual-
core 2.1 GHz SPARC 64 VI processors as the center of its production
environment. Designed for consolidation and virtualization, Sun SPARC
Enterprise Servers bring mainframe-class utilization and efficiency levels to the
open systems market. Supporting hardware partitions and Solaris Containers,
these systems deliver deliver 24/7 mission-critical services while reducing
power, cooling, and space requirements.
After an eight-month testing period beginning in early 2005, the company
installed the SAP ERP database software on two Sun SPARC Enterprise M5000
servers in a high-availability cluster with Sun Cluster 3.2 software. The disaster
recovery solution ensures business continuity with advanced failover
protection.The cluster is connected to a Sun StorageTek 6540 array through a
Dell Brocade SW200E Switch. A Sun StorageTek SL500 Modular Library
System is used for data backup as well. The solution also includes Sun SPARC
Enterprise T5120, Sun SPARC Enterprise M4000, and Sun Fire V490 servers
used to support both production and quality assurance functions.
Spencer's Retail has rolled out its SAP solution to approximately 160 stores and
expects to complete deployment to more than 350 stores by October 2008. The
company purchased the

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SunSpectrum Enterprise Service Plan to help support the ambitious project.
Indranil Guha, head of the ERP data center at Spencer & Co. says, “We are
always in touch with Sun; we work with it as a partner. Good customer service
is very important to us, because we run our entire business on Sun servers.”
The company is meeting its initial goals for a high-performance solution with
room for growth. It has already observed that data transactions run as much as
five times faster on the new systems. And it estimates that its current solution
can easily handle up to 1,000 stores. The company also appreciates that the
more energy-efficient and compact design will reduce space and power
requirements.
Spencer's Retail plans to enhance its IT environment further with a new disaster
recovery site, which will include Sun Fire V890 servers and Sun SPARC
Enterprise T5120 servers running Solaris Cluster software connected to a
StorageTek 6140 array. It will also use Sun StorageTek Data Replicator
Software software to mirror data between the productionenvironment and the
remote location. Together with its new server infrastructure, the disaster recover
installation will provide the high-performance, high-availability solution the
company envisioned. With its business processesrunning on Sun infrastructure,
Spencer's Retail can meet business growth with confidence

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SPENCERS RETAIL LIMITED
Company Profile
Company Profile Spencer's retail is the largest* supermarket chain in India. We
offer a complete range of products & durables, from bread to bed cover; from
toothpasteto even television sets. Today Spencer's has 100 stores spread across
25 cities with a retail trading area of more than half a million square feet, and
we're growing rapidly. Spencer's is the shopping choice for millions across the
country, 2.8 million to be exact, who frequent our stores every month.
Today Spencer's offers its customers a customized and convenient shopping
experience in 5 different formats. Each format, namely the Spencer's Express,
Spencer's Fresh, Spencer's Daily, Spencer's Super and Spencer's Hyper is
differently sized and caters to the various needs of our consumers. We at
Spencer's offer a pleasant and delightful shopping experience by ensuring
convenient store locations, trusted quality, great value for money and a wide
array of products. And these qualities characterize all of our 100 stores, across
the country.
Technology in Retail: The ERP Initiative at Spencer's Retail Ltd.
Over the years, during the turn of twentieth century as the consumer demand
increased and the retailers geared up to meet this increase world over,
technology evolved rapidly to support this growth. The hardware and software
tools that have now become almost essential for retailing can be classified into 3
broad categories:
Customer Interfacing Systems
 Bar Coding and Scanners
Point of Sale (POS) systems use scanners and bar coding to identify an
item, use pre-stored data to calculate the cost and generate the total bill
for a client.

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 Payment
Payment through credit cards has become quite widespread and this
enables a fast and easy payment process. Electronic cheque conversion, a
recent development in this area, processes a cheque electronically by
transmitting transaction information to the retailer and consumer's bank.
 Internet
Internet is also rapidly evolving as a customer interface, removing the
need of a customer physically visiting the store.
Operation Support Systems
 ERP System
Various Enterprise Resource Planning (ERP) vendors have developed
retail-specific systems which help in integrating all the functions from
warehousing to distribution, front and back office store systems and
merchandising. An integrated supply chain helps the retailer in
maintaining his stocks, getting his supplies on time, preventing stock-outs
and thus reducing his costs, while servicing the customer better.
 CRM Systems
The rise of loyalty programs, mail order and the Internet has provided
retailers with real access to consumer data. Data warehousing and mining
technologies offers retailers the tools they need to make sense of their
consumer data and apply it to business.
 Advanced Planning and Scheduling Systems
APS systems can provide improved control across the supply chain, all
the way from raw material suppliers, right through to the retail shelf.
They enable consolidation of activities such as long term budgeting,
monthly forecasting, weekly factory scheduling and daily distribution
scheduling into one overall planning process using a single set of data.

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Strategic Decision Support Systems
 Store Site Location
Demographics and buying patterns of residents of an area can be used to
compare various possible sites for opening new stores. Today, software
packages are helping retailers not only in their locational decisions but in
decisions regarding store sizing and floor-spaces as well.
 Visual Merchandising
The decision on how to place and stack items in a store is no more taken
on the gut feel of the store manager. A larger number of visual
merchandising tools are available to him to evaluate the impact of his
stacking options
To manage this kind of growth, it was necessary to move out of legacy systems,
as they didn't provide the scalability that was needed. Plus, some of its stores are
currently working on as many as four different legacy systems, managing which
was very difficult. It needed a solution to manage everything under one
umbrella. So it engaged a team of experts to evaluate various solutions in the
market.
Haryana (Gurgaon, since March 08, 2007), Maharashtra, Gujarat, West Bengal,
Jharkhand, and Karnataka (Bangalore, since 1 July 2008). Spencer's Retail has
rolled out its SAP solution to approximately 207 stores and expects to complete
deployment to more than 350 stores by October 2008. While 53% stores run on
SAP, 28% stores run on Oracle and 18% stores run on FoxPro.They are using
the latest MySAP ERP IS Retail ECC 6.0 for their operations in Books &
Beyond, and are gradually migrating the rest to SAP.
At RPG, the businesses are divided into three entities (Spencer's, Music World
and Books & Beyond). Spencer's business is basically procurement of articles
from respective distribution centres (DC) and selling to customers. The DCs in

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turn would be procuring articles based on the site's need from different vendors.
The business processes covered under this are purchase, sales, inventory
controlling along with financial accounting. The challenges faced during the
implementation are managing the different pricing procedures which change
very rapidly, managing the promotions; automation of the POS information,
high volume of information to be processed, GMROI (Gross Margin Return on
Investment) etc.
They have followed SAP Methodology during the course of this
implementation. The Project leader from SAP India gathered the necessary
KPI's, Dimensions and reports from the functional consultants. Based on these
inputs he prepared a Data Model and the Blue Print. Taking this Blue print as
input the team at RPG was responsible in preparing the technical specs and also
realize/develop the objects.
With ERP, high-availability is a challenge as the network over which the data
travels from, say, a datacenter to the store is not within its control and belongs
to an external agency. Spencer's ERP datacenter is based out of Kolkata along
with the business warehousing servers. For data processing, they have 'staging
servers'. These are intermediary servers to store data temporarily before moving
it to the SAP Production server. Eventually, all stores and warehouses across all
locations will be integrated with its datacenter and shall be working on a real-
time basis, except for the PoS billing system. At the end of each working day,
the data is sent to the parent datacenter for processing and analytics.
In its legacy systems, they have deployed solutions like SAS and SAPZone.
They use them to do bill-value and time analysis. They are also using MySAP
Business Warehousing BW 7.0 for analytics. While their aggregated sales data
goes to the SAP production server, the non-aggregated data goes to the business
warehousing server for analytics at Kolkata. The latter helps them analyze
customer buying patterns. The former data helps them manage inventory, stock
keeping, etc. While some basic infrastructure is in place already, they are
gradually implementing business intelligence into their system in due course.
An important pillar of retail business is ERP, which has three elements –
People, Process and Technology. The People part is most difficult to manage as
it needs to recruit, train and motivate people constantly, generate awareness and
do change management.

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Operations
Spencer's has retail footage of over 1 million square feet and over 275 Spencer's
stores in 50 cities. The company operates through the following formats:
 The Spencer's Hyper stores are destination stores, of more than
15,000 sq. ft in size. They offer everything under one roof. The
merchandise ranges from fruits & vegetables, processed foods
(Ready to Eat, Ready to Cook, FMCG products),specialty foods
including international, sugar free, organic foods, etc...groceries,
meat, chicken, fish, bakery, chilled and frozen foods, garments,
consumer electronics & electrical products, home care, home décor
& home needs, office stationeries, soft toys. Besides, the stores
also comprise book & music retailing, electronic gadgets and IT
accessories. On an average, a Spencer's hyper stocks 70,000 SKUs
across 35,000 items.
 The Spencer's stores are neighborhood stores ranging from 1500
less than 15000 sq. ft. These stores stock the necessary range and
assortment in fruit and vegetables, fmcg food and non-food, staples
and frozen foods and cater to Unbeatable the daily and weekly top-
up shopping needs of the consumer. Some of these stores which
have floor area of more than 10,000 sq ft sometimes offer home
care products; personal care products, bakery, chilled and frozen
food; baby care, basics in garments and limited range of electronics
and electrical.
New Ventures
 Spencer’s Retail has announced a tie-up with British retailer Woolworths
Plc for exclusively selling its famous toy brand Chad Valley through its
outlets.
 Besides the Chad Valley range of toys (available at prices Rs.49
upwards).Woolworths is also planning to introduce the Ladybird range of
Kids wear.

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Vision
To “build Spencer’s as the most professionally managed retail business in the
country through:
 Excellence in all operating process;
 Nurturing and facilitating a learning and growth culture;
 Building a unique retail experience for the customers”.
Mission
Strives to exceed the aspirations of its customers for a healthy and fulfilling
lifestyle by providing:
 The most innovative customer goods and delectable taste
experience.
 The ultimate shopping experience.
 value.
 The “next” place away from home or office to relax and indulge
themselves.
Major Investment plan
1. It will be going in for a public issue within the next 12 months to
raise capital for expansion.
2. The company will be investing Rs.10 billion over the next three
years using both internal sources and an IPO.
3. The company has already reserved 1 million sq ft of space all over
the country and will be creating close to 10,000 jobs in its different
formats.
4. Spencer’s Retail currently employs 4,500 people and has 6 million
sq ft of space.

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Formats of Spencer’s outlets
Spencer’s has retail footage over 2 million square feet and over 400
Spencer’s stores in 65 cities.
The Company operates through the following formats:
1. Spencer’s Hypermarkets: A fast growing retail network of
hypermarkets with large format stores in Mumbai, Gurgaon, Ghaziabad,
Luck now, Calicut, Hyderabad, Vizag, Vijayawada, Aurangabad,
Durgapur and Kolkata.
2. Spencer’s super: One of the largest supermarket chains in the food
and grocery segment in India.
3. Spencer’s Daily: Small format stores conveniently located with a
range of products to meet daily household needs.
4. Spencer’s express: Food and grocery store next door.

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Spencer’s Daily
Fresh Fruit Stall M arket stall M anton M arket
 The Spencer’s 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 sq ft in size and with a bright and friendly
atmosphere; Spencer’s Daily saves the hassle of bargaining with the local
kirana shop owners (because it offers the lowest possible prices).

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Spencer’s Express
 Spencer’s Express is a store next door for the fresh needs at arm’s length.
 These stores are around 1000 sq ft 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.

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Spencer’s Fresh
 Spencer’s 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 bestquality, suchas
fresh farm produce, vegetables, fruit, milk, eggs, breads and
much more. With an impressive range and a clean, bright
and hygienic ambience, Spencer’s Fresh is far better the
regular sabzi mandis or local vegetables markets and at
Spencer’s.
 Fresh consumers not only do get fresh, clean and tasty farm
producebut also the lowest possible prices in the locality,
yes even lower than sabziwala!

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Spencer’s Super
 The Spencer’s Super is the place to go for the monthly shopping.
 About 8000-15000 sq ft. in size, the Spencer’s 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.

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Spencer’s Hyper
 The Spencer’s Hypermarkets are huge destination stores, more
than 25,000 sq ft. in trading area. Shoppers comehere looking for
fantastic deals across all categories.

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 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.
India’s first modern format hypermarket was opened by
Spencer’s 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 Spencer’s hypermarkets, located across the country, are
open throughout the day, seven days a week, 365 days a year.
Spencer’s already employ over 9000 employees across 60
cities. Roughly 1/3rd
of the team are women.
Spencer’s 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 Spencer’s name still evokes
special memory of authentic quality at affordable prices.
Currently, RPG’s Retail activity comprises Spencer’s Retail, RPG
Cellucom, Books & Beyond and MusicWorld. RPG’s total retail
outlets are more than …… The total area of all Spencer’s stores
across the country is over ….. sq.ft. Spencer’s currently has a
national consumer base of over 48 million people, who walk
into the store every year.
Snapshot
Different Formats of Spencer’s
Format Stocks Minimum Trading
Area (sq. ft.)
Spencer’s Express dairy, fruit and vegetables, bread and bread
products, fruit juice, fresh batter, fresh
coffee/tea, masalas, pickles, Ghee, Fish and
meat.
1000

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Spencer’s Fresh vegetables, fruit, milk, eggs, breads 2000
Spencer’s daily regular groceries 4000-7000
Spencer’s Super home care products; personal care
products, Bakery, Chilled and frozen food;
Baby care products
8000-15000
Spencer’s Hyper Miscellaneous More than 25000
OBJECTIVES
This project is based on the comparative study of consumer behavior towards
Brand awareness of Spencer’s and its comparative analysis with Big Bazaar &
other retail organizations in Lucknow city. Objectives of the study are:
 To study about the Brand awareness of Spencer’s.
 To analyze the organized retailer’s profitability drivers on the basis of
Garments, Gifts, Cards & Music Department.
SCOPE OF THE STUDY
As learning is a human activity and is as natural, as breathing. Despite of the
fact that learning is all pervasive in our lives, psychologists do not agree on how
learning takes place. How individuals learn is a matter of interest to marketers.
They want to teach retailers in their roles as their roles as consumers. They want
retailers to learn about their products, product attributes, potential consumers
benefit, how to use, maintain or even dispose of the product and new ways of
behaving that will satisfy not only the consumer’s needs, but the marketer’s
objectives.

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The scope of my study restricts itself to the Brand awareness of Spencer’s and
its comparative analysis with Big Bazaar & other retail organizations in
Lucknow city. The scope of my study is also restricts itself to Lucknow city
only. The scope of my study restricts itself to analyze the organized retailer’s
profitability drivers on the basis of Garments, Gifts, Cards & Music Department
where as in the recent trend it's seen that the key players in retail industry are
more emphasizing on the Garments, Personal grooming, Home furnishings, Life
style and footwear Department in their Stores.
Research Methodology
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt
has been made to present Brand awareness of Spencer’s and its comparative
analysis with Big Bazaar & other retail organizations towards the people. The
data had been used to cover various aspects like price of various commodities
available at Spencer’s and Big bazaar. In collecting requisite data and
information regarding the topic selected, I went to the outlets of Spencer’s, Big
Bazaar & Vishal Mega Mart of Lucknow city and collected the data.

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Survey design:
The study is a cross sectional study because the data were collected at a single
point of time. For the purpose of present study a related sample of population
was selected on the basis of convenience.
Sample Size and Design:
A sample of 100 peoples & 3 stores was taken on the basis of convenience. The
actual customers were contacted on the basis of random sampling.
Research Period:
Research work is only carried for 3 weeks.
Research Instrument:
This work is carried out through face to face survey &self-administered
questionnaires. The questions included were open ended, dichotomous and
offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
 Primary Source: The primary data comprises information survey of
“Brand awareness of Spencer’s and its comparative analysis with Big
Bazaar & other retail organizations ”. The data has been collected
directly from respondent & with the help of structured questionnaires.

29. 29 | P a g e
 Secondary Source: The secondary data was collected from
Company’s website and price list of the companies.
Data Analysis:
 The data is analyzed on the basis of suitable tables by using
mathematical techniques. The technique that I have used is pie graphs,
Bar graphs, with MS Excel & SPSS.
LIMITATIONS OF THE STUDY
In attempt to make this project authentic and reliable, every possible aspect of
the topic was kept in mind. Nevertheless, despite of fact constraints were at play
during the formulation of this project. The main limitations are as follows:
 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.
 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.
 Retailers were hesitant to disclose the true facts.

30. 30 | P a g e
Survey on Spencer’s retail
What is the thought of people about Spencer’s retail?
1. Have you heard of Spencer’s?
Yes 93
No 7
2. Have you visited bhimavaram Spencer’s earlier?
Yes 90
No 10
Yes
No

31. 31 | P a g e
1. Visited bhimavaram Spencer’s once, twice or more?
Once 12
Twice 19
More than Twice 69
2. Peoples not visited to local retail stores?
Local shops 10.0
Big Bazaar 20.0
Any other stores 70.0
Yes
No
Once
Twice
More than Twice

32. 32 | P a g e
1. Spencer’s products range available to customers?
Spencer’s 3%
Big Bazaar 5%
Vishal Mega Mart 15%
Others 77%
2. Spencer’s in FMCG?
Spencer’s 67%
Column1
Local shops
Big Bazaar
Any other stores
Spencer’s
Big bazaar
Vishal Mega
Mart
Others

33. 33 | P a g e
Big Bazaar 25%
Vishal Mega Mart 8%
1. Spencer’s in garments?
Yes 8
No 92
2. Spencer’s in F & V?
Yes 22
No 78
Spencer’s
Big Bazaar
Vishal Mega
Mart
Yes
No

34. 34 | P a g e
Findings
 Spencer’s have good brand awareness among the consumers.
 Big Bazaar has better product range than Spencer’s.
 Big Bazaar have greater acceptanceamong the consumers in
comparison to Spencer’s.
 FMCG products have major acceptanceof all offerings of
Spencer’s among consumers.
 The consumers are not much satisfied of the offers introduced by
Spencer’s.
 Big Bazaar has better promotional schemes than Spencer’
Yes
No

35. 35 | P a g e
Data Analysis and Interpretation
ANALYSIS OF THE STUDY ON SPENCER RETAIL
Types of Customer:
Spencer is a major player in the Indian organized retail industry. They have a
good customer base in the high class level income group. Mainly they are
focusing on the Men-Women-Kids Apparel, gifts and also in the home
furnishing products. They have huge music, cards or cookery departments.
TYPES OF TARGET CUTOMER
HIGH GRADE INCOME
LEVEL
75%
MEDIUM GRADE INCOME
LEVEL
20%
AVEREGE GRADE INCOME
LEVEL
5%
From the above the analysis it’s revealed that though a very few numbers of low
grade income level customers are visiting the garment section but in the gifts
0%
20%
40%
60%
80%
HIGH GRADE
INCOME
LEVEL
MEDIUM
GRADE
INCOME
LEVEL
AVEREGE
GRADE
INCOME
LEVEL

36. 36 | P a g e
section we have found that the products are unreachable for the average level
income groups.
Flow of customer in different departments:
Here we have analyzed the flow of customer’s per day basis. For this reason we
have studied customer flows on an average of high customer flow days.
In Spencer we have found that the average customer flow lies between 650-700
on average high customer flow day.
The main products categories in Spencer basically the Music and home
furnishing products related to gifts items. We have found that in the case of
garments department customer flow is 350 per day bases and in the case of gifts
departments its 600 to 700 per day basis. It’s noted that the gifts department
consists of exclusive products.
Inter-Department Customer Flow
DEPARTMENT NUMBER OF
CUSTOMER
GARMENTS
DEPARTMENT
350
GIFTS DEPARTMENT 700
MUSIC
DEPARTMENT
900

37. 37 | P a g e
Value of Stock in the different department:
The garment section is divided into Men, women and kids section as well as
lifestyle accessories and shoe wears. They have all the major brands like
Blackberry, Louis Phillips,
Lee Coopers, Van Hausen, Parx, Lee for in the men category, Melanga, Code,
Ginger in the women category and for the kids section they have brands like
Bossini, Benetton, Orchestra, Juniors, Teeny Tiny, Artex etc.
The garments section includes:
1. Watch section for the brands like Fast track, Zodiac, Hugo-boss, Nautica,
Marie Claire, Casio, Guess, GC, Kenneth Cole, Aspen, Skagen, Levi’s,
Adidas etc.
2. Sunglass section for the brands like Ferrari, Mojo, Mont blanc, Scott,
Guess etc.
3. Fashion accessories for the brands like Tribal Zone, Sarah, Fire Fly,
Adrika, Earrings, Necklace, Bracelet, Anklet, Bangles, Hair Clips, Bra
Straps, Scrunges, Men’s Jewelry, Kids Fashion.
VALUE OF THE STOCK (Rs)
GARMENTS
DEPARTMENT
GIFTS
DEPARTMENT
MUSIC
DEPARTMENT
VALUE OF THE STOCK
DEPARTMENT (Rs)
GARMENTS
DEPARTMENT
760000
GIFTS DEPARTMENT 5050000
MUSIC DEPARTMENT 8060000

38. 38 | P a g e
All these product range are exclusively for the High grade income level
customers.
The gifts section is consisting of high class home furnishings and personal
grooming products. They are introducing it by the name of “Home Centre”. It’s
a one-stop destination for furniture, home ware and home furnishings that
enterprises elegance, luxury and individuality. Home Centre houses a wide
range of contemporary and classic furniture, linen as well as other home
accessories, thus providing customers a high range product.
Revenue generated by the different department:
REVENUE PER
DEPARTMENT
In 2007-08
(Rs)
GARMENTS
DEPARTMENT
2000000
GIFTS DEPARTMENT 4000000
MUSIC DEPARTMENT 6500000
TOTAL 12500000

39. 39 | P a g e
The average revenue earned per customer basis is more Rs.15000. Comparison
of revenue generated by the each department is taken into consideration on an
average of high customer flow days.
From the above analysis it’s found that the average customers in the all
departments are basically high grade income level customers.
Garment Department:
Overview:
In Garment department the products are mainly the major international
readymade brands and price ranges lies between Rs.800 to Rs.2000 averagely
which is meant for a few Indians customers.
Findings:
The products exclusively for a certain income level customers. Maximum
products are unreachable for the medium and average income level customers.
Suggestions:
They are focusing a very few Indian customers and the most of the Indian
consumers can’t afford this price range. So if they want to increase their market
share in the Indian retail Industry they should introduce such product range also
which can be affordable for the medium level income groups and the main
customer in the retail industry lies within it.
0
5000000
10000000
15000000
In 2007-08(Rs)

40. 40 | P a g e
Gifts Department
Overview:
Gifts department is consisting of various product categories from home
furnishing products to personal grooming products.
Findings:
In the Spencer we have found a wider range of glass made and metal products
which are exclusive and also the quality isn’t up to the price levels. Whatever,
the stock is sufficient to satisfy its customers but the price range is found very
high as a gift product in this department.
Suggestions:
Again the Indian retail industry is targeting the medium level income group
people as its increasing day by day but the products in the Spencer store is
meant only for the high class consumers which is very low in population in
India. Also an important point is noted that though the volume is sufficient but
the variety in product categories as a gift isn’t sufficient.
Music Department
Overview:
Music section consist of Music CD;s, Game CD & DVD’s and also Movie
DVD’s.
Findings:
Spencer has introduced very low range cd & dvd’s like “Moserbear” music and
movie cd-dvd’s and price range lies in between Rs 30 to 100. Basically they are
gaining a competitive business at the age of piracy products in this industry.

41. 41 | P a g e
Also they have a very good collection in games cd-dvd categories at a low price
range of Rs 100 to 200 whereas if anyone go to the open market the average
price range is Rs 300 to 400 for the copyright product.
Suggestions:
Spencer is earning more revenue by its music section. In the music it’s found
that the collection of cd’s and educational cd’s low than the music games cds.
They are emphasizing on the low price mp3 and game cds where as there is also
a demand for educational and movies cd-dvd’s.
Value of the stock
The garment section is divided into men, women and kids section. They have
also a discount section only for the garments. In this section they are selling the
old or rejected stocks of major brands at 40-50 % discount rate. The value of
stock in garment is being overflowed at the time of winter season and tends to
Value of the stock (Rs)
Garments Department
Gifts Department
Cards Department
Music Department
Department (Rs)
Garments Department 163000000
Gifts Department 7500000
Cards Department 150000
Music Department 580000

42. 42 | P a g e
double the value of stock. Normally they are maintain a stock value of 16.3 to
17 crore value of stock bus it increase at the time of winter to more than 40
crore.
Value of stock of the others departments:
In some big retails its seen that they are including some cookery, home
furnishings and life style products in their gifts section. Spencers is maintaining
a low stock but more product categories in their gifts section and generating
remarkable revenue from this.
Stock of music department is overflowed with low products. Their stock have a
potential to earn revenue from all categories as prices of products in this
department lies between Rs 30, to Rs 400 approximately.
Revenue generated by the different departments:
To find out the profitability drivers we have compared the revenue generated by
different departments on the basis of 2004-2005 to 2008-2009.For this study we
have considered average revenue of a high customer flow day by the income
level customers.

43. 43 | P a g e
Revenue per
department
2004-2005 2007-2008
Garment
department
90000 300000
Gifts department 42000 180000
Cards department 2000 1800
Music department 19000 40000
Total 153000 521800
From the above study its revealed that at the time of inception of the organized
retail in India in the year of 2004-2005, only the high grade and upper medium
grade income level customers were tends to go the retails. So the maximum
portion of revenues generates from these two groups only in the year of 2004-
2005.
The change in revenue of garment department and in the gifts department from
the year 2004-2005 to 2007-2008 is significant because Big Bazaar is shifted
products towards the own manufactured brands and they became successful to
establish their own brands in the garment retail industry.
0
100000
200000
300000
400000
500000
600000
2004-2005
2008-2009

44. 44 | P a g e
A measurable changes found in the cards department is the revenues as well as
the stock is decreasing day by day because of changing customer preferences
towards information technology enabled services like SMS, MMS & E-mails.
Facts and findings
From the above analysis it’s found that the average customers in the all
departments are the all income level people in Big Bazaar. Meanwhile their
main customer base is upper, middle and average level income customers.
Garment Department
Overview:
In Garment department the products are mainly their own brands an price range
lies between Rs 99 to Rs 800 averagely which is very reasonable for the middle
class, average and also low level income group peoples. The stock in this
section is fair to satisfy its customer needs and attracts window shoppers to
become a potential customer.
Findings:
The main facts that we have found in the garment section is that Big Bazaar
mainly focusing on the low range products with their own brands. All the times
they are giving special discounts on all the garments products. They have
adopted tricks like “Buy 2 get 3”, Buy 3 get 5” which looks like as if you buy 2
will get more 3 but the actual fact is that if you buy 2 products will get 1 free as
total you will get 3. It’s a very strategic and attractive offer specially adopted by
Big Bazaar. They have also a section they are selling the branded high class
garments at a high discount rate of 50 to 60 percent.
Suggestions:
After discussing all the profit factors it can be suggest that as they have a good
high income level customer level flow in the others departments like in the
furniture and grocery department they can introduce a wider range of branded
products in the garment section as this income is conscious about the brand that
they are using.

45. 45 | P a g e
Gifts Department
Overview:
Gift department is consisting of various product categories from home
furnishing products personal using products. According to spencers now a days
no one can define which section should be referred as a gifts section. Customer
preference is changing day by day with the increased product categories.
Findings:
In spencers we have found that they are also referring home furnishing products,
personal care and low range electronic products as gift products and basically it
depends on the customers need and choice. The whole gift section is able to
satisfy the all level of income groups as they have a large collection of product
categories but with a limited stock of same products. A noted strategy is taken
in gifts department is that they are selling a large varieties of products with a
limited stock which helps them to implement a good stock turn over ratio and
generating good revenue from this department.
Suggestions:
Spencers can focus on stocks of gifts though the stock varieties is remarkable
but within the same category the stock is not appreciable.
Music Department
Overview:
Music section consist of Music CD;s, Game CD & DVD’s and also Movie
DVD’s.
Findings:
spencers has introduced very low range cd & dvd’s like “Moserbear” music and
movie cd-dvd’s and price range lies in between Rs 30 to 100. Basically they are
gaining a competitive business at the age of piracy products in this industry.
Also they have a very good collection in games cd-dvd categories at a low price
range of Rs 100 to 200 whereas if anyone go to the open market the average
price range is Rs 300 to 400 for the copyright product.

46. 46 | P a g e
Suggestions:
In the music its found that the collection of cd’s and educational cd’s low than
the music games cds. They are emphasizing on the low price mp3 and game cds
where as there is also a demand for educational and movies cd-dvd’s.
Value of the stock in the Garment Departments:
The garment section is divided into men, women and kids section. The value of
the stock in the garment department is relatively much higher than the others
departments is relatively much higher than the other departments. The value of
stock in winter season jumps to 18 to 20 crore and its 3 times higher than others
season as normally they are maintaining a stock of 6 crore in the others time.
The value of the stock of the other department are relatively lower than garment
department.
Garments
Department
Gifts Department
Cards Department
Music Department

47. 47 | P a g e
The stock maintained in the gifts section, basically maintained for the high and
medium level income customers.
In the cards department the stock increases at the time of Christmas an New
Year eve as it’s seasonal business according to Spencers.
Music department is consisting of Music, movie and game cd & dvd’s. Its found
that the stock of game cd & dvd’s is higher than the others.
Revenue generated by different departments:
To find out the profitability drivers we have composed the revenue generated by
different department on the basis of 2004-2005 to 2008-2009.
For this study we have considered average revenue of a high customer flow day
by the all income level customers.
Department 2004-2005 2007-2008
Department 2004-2005 2007-2008
Garments 50000 180000
Gifts 5000 10000
Cards 2000 1800
Music 1800 5000
Total 58800 196800
From the above study its revealed that at the time of inception of the organized
retail in India in the year of 2005-2005, only the high grade and upper medium
grade income level customers wear tends to go to the retails only.
0
50000
100000
150000
200000
2004-2005

48. 48 | P a g e
In the case of garments, gifts and music departments as the stock is increased,
the revenue is also increased with the market demand study of the year of 2004-
05 to 2007-2008 and also its seen that product category in the gifts and music
department is relatively changing with the increasing demand of new innovated
products.
A measurable changes found in the cards department is that the revenues as well
as the stockis decreasing day by day because of changing customer preferences
towards information technology enabled services like SMS, MMS & E-mails.
FACTS AND FINDINGS
From the above analysis its found that the average customers in the all
departments are the middle grade income level customers as Vishal is mainly
focusing in this segment of customers.
Garments Department
Overview:
Product lines and the quality of the products in the Garment Section are
basically for the medium and average grade income level people and price range
in this section is averagely lies between Rs.250 to 600.
Findings :
In the garment section we have found that products categories are not focusing
the high grade income level customers as the brand consciousness not presents
in the floors. The high grade income level people are very conscious about the
brand that they are using. Basically they are very conscious about the brand
rather than the quality which isn’t present in this department.

49. 49 | P a g e
Suggestions:
Vishal is strategically targeting the middle class customer but there is also a
rash of high grade income level customers in their stores. They should focus on
this aspect that they can turn mob into potential customer by introducing a
various range of high class products in the garment department.
Gifts Department
Overview:
Product lines and the quality of the products in the Gifts Section are basically
for the high and medium grade income level people and price range in this
section is averagely lies between Rs.500 to 800.
Findings:
In the gifts we have found that stock of gifts items is very low and also products
categories are not focusing to low grade income level customers and the gifts
department is referred to high class products.
Suggestions:
They should focus on this aspect by introducing more stocks and also a lower
price range products in the gifts section that they can also generate revenue from
lower grade income customers.
Music Department
Overview:
Music section consist of music cd’s, game cd & dvd’s and also movie dvd’s.
Product lines and the quality of products in the music section are basically for
the high and medium grade income level people and price range in this section
is averagely lies between Rs.150 to 500.
Findings:
In the music section we have found that they are mainly focusing on the game
cd’s and dvd’s and also the price range is also high. Again the collection of

50. 50 | P a g e
game cd and dvd’s is considerable but in the caseof Indian music cd’s the stock
level is not also upto the customer’s satisfactory level.
Suggestions:
Vishal should concentrate on that the music industry is passing through a high
competitive market with piracy world so the range should be such as the
customer feel free to buy original cd’s. Another point is that there should be a
balance between the stock of their product lines in the music department.
COMPARITIVE ANALYSIS OF THE STORES
On the basis of customer flows:
We have considered the average of the high customer flow days.
Flow of Customer per Day
Store Name No. of Customer
Vishal Mega Mart 1600
Spencer Retail 1200
Big Bazaar 2300
Vishal Mega Mart: From the study its revealed that the average customer
flow is medium grade income level customers and average grade income
level customers.
0
2000000
4000000
6000000
8000000
10000000
VALUE OF THE STOCK (Rs)
VALUE OF THE
STOCK (Rs)

51. 51 | P a g e
Spencer Retail: The customer flows in this store is basically refers to the
high and upper medium income level customers.
Big Bazaar: They are focusing on the all income level customers but it
depends on the departments wise also.
On the basis of stock value:
Comparison of stock value
Store Name Garments
dept
Gifts
Dept
Cards
Dept
Music
Dept
Vishal Mega
Mart
65000000 250000 77500 175000
Spencer
Retail
760000 5500000 175000 8060000
Big Bazaar 163000000 75000000 150000 575000
Garments Department:
The value of stock depends on the season. At the time of winter season it
increases upto 2 to 3 times than the other seasons as the price of winter
garments is relatively higher than springs-summer collection.
Vishal Mega Mart: The product in the garment section isn’t exclusive and
meant for the medium to average grade income level customers. Also they
aren’t focusing on major brands in the garment industry. All the products are
unbranded and semi branded and don’t attracts the high grade level income
0
50000000
100000000
150000000
200000000
Garments dept
Garments dept

52. 52 | P a g e
groups. However brand consciousness not present but the stock volume is able
to met customer satisfaction.
Spencer Retail: Product ranges are very high and meant for the high class
consumers. In Spencer there is very low stock turnover ratio.
Big Bazaar: They have their own brands in the garments department with a
reasonable price for the upper medium, medium and average class income
groups. Though brand conscious people will think at the time purchasing but
customer are satisfied with the stock and as well as quality related to price. They
have high stock turnover ratio.
Gift Department:
Vishal Mega Mart: They are not focusing on the gifts stock for the result
customer flow and revenue from this section is very low and no point is gaining
for the customer satisfactory level.
Spencer: A wider range of products is found in gifts section for the all income
level people. Though the variety in the product categories is high but the
volume of stock in the same product is low. However customers are happy with
the large number of collection of gifts items.
Big Bazaar: A very large investment in the gifts section is found at the time
of study. They are basically emphasizing on introduction of personal grooming
products and home furnishing products in the gifts section. This department is
solely for the upper class consumers and customer’s satisfactory level is
remarkable.
0
20000000
40000000
60000000
80000000
Vishal
Mega Mart
Spencer
Retail
Big Bazaar

53. 53 | P a g e
Cards Department:
Vishal Mega Mart: Stock in the department is taken care as relatively low
and it’s considered as a seasonal business.
Big Bazaar: Stock in this department is taken care as relatively low and it’s
considered as a seasonal business.
Spencer: It is having highest value in gift department.
Music Department:
Vishal Mega Mart: Music department is consisting of music, movies amd
games cd-dvd’s. the stock of game cd-dvd’s is higher than the others and price
range is relatively not for the medium and average income groups though they
are focusing on this income group only and a result they failed to satisfy their
customer needs.
0
50000
100000
150000
200000
Vishal
Mega
Mart
Spencer
Retail
Big
Bazaar
Cards Dept

54. 54 | P a g e
Big Bazaar: Their music department is also consisting of music, movies and
games cd-dvd’s and they have maintained a good balance between the stock
level in all the categories. And also a remarkable change is noted that they
selling very low range products within this copyright product categories. They
customer satisfaction level is high with the fulfillment of their needs.
Spencer: Spencer is earning more revenue in this department than Big Bazaar
& Vishal Mega Mart in music because it is of RPG group.
0
2000000
4000000
6000000
8000000
10000000
Vishal
Mega
Mart
Spencer
Retail
Big
Bazaar
Music Dept

55. 55 | P a g e
RECOMMENDATIONS
 In order to improve its business, Spencer’s should introduce
more competitive promotional schemes such as those in Big
Bazaar.
 The product range of Spencer’s should be improved in order
to match that existing in Big Bazaar.
 For promotional offers, company should go for free gifts
rather than going for other ways.

56. 56 | P a g e
SWOT Analysis
SWOT analysis is a tool for auditing an organization and its environment. It is
the first stage of planning and helps marketers to focus on key issues. SWOT
Stands for strengths, weaknesses, opportunities, and threats. Strengths &
weaknesses are internal factors. opportunities, and threats are external factors.
 Strengths
 Spencer’s have good brand awareness among the consumers.
 Spencer’s in FMCG sector.
 Spencer’s retail specialist marketing expertise.
 Weaknesses
 The consumers are not much satisfied of the offers introduced by
Spencer’s.
 Big Bazaar has better product range than Spencer’s.
 Big Bazaar has better promotional schemes than Spencer’s.
 Opportunities
 To become better in the business of garments.
 To be accepted by the consumers in comparison to other retail stores.
 To develop better marketing strategy than retail outlets.
 Threats
 Big Bazaar & Vishal Mega Mart are huge threats to Spencer’s.
 Big Bazaar have greater acceptance among the consumers in comparison
to Spencer’s.

57. 57 | P a g e
APPENDICES
1. Store name:
2. Location of the Store:
(a) Mall
(b)General
(c)Densely populated area
3. Which kind of customers generally visit at your store?
(a) High grade income level
(b)Medium grade income level
(c)Average grade income level
4. Flow of customer per day in your store:
(a) Below 500
(b)500 to 1000

58. 58 | P a g e
(c)1000 to 1500
5. In which department stockis being taken care comparatively in a lightly
way?
(a) Garments
(b)Gift items
(c)Cards
(d)Music
6. Does the brand consciousness ofcustomers divert them to the different
departments?
Yes
No
7. Does the brand consciousness ofcustomers divert them to the different
departments?
Yes
No
If yes which type of customer?

59. 59 | P a g e
Young
Old
Child
Beauty conscious people
8. Is the Information Technology helping in ROI of the store?
Yes
No
If yes then which features is/are motivating?
ERP
Online Adv
SAP/Tally
Informational Security
9. Does the good atmosphere in the store pick the sale up?
Yes
No
Questionnaire (Garment Department)
1. Which kind of customers generally visit at your garment section and their
flow?

60. 60 | P a g e
(a) High grade income level
(b)Medium grade income level
(c)Average grade income level
2. Revenue generated by Garment section in your store?
(a) High grade income level: Revenue in 2004-
2005
Revenue in 2008-
2009
(b)Medium grade income level: Revenue in 2004-
05
Revenue in 2008-
09
(c)Average grade income level: Revenue in 2004-
05
Revenue in 2008-
09
3. Is your stockefficient to revamp the customer satisfaction in your store?
Yes
No
Questionnaire (Gifts Department)

61. 61 | P a g e
1. Which kind of customers generally visit at your gifts section and their
flow?
(d)High grade income level
(e) Medium grade income level
(f) Average grade income level
2. Revenue generated by Gifts section in your store?
(d)High grade income level: Revenue in 2004-
2005
Revenue in 2008-
2009
(e) Medium grade income level: Revenue in 2004-
05
Revenue in 2008-
09
(f) Average grade income level: Revenue in 2004-
05
Revenue in 2008-
09
3. Is your stockefficient to revamp the customer satisfaction in your store?

62. 62 | P a g e
Yes
No
Questionnaire (Music Department)
1. Which kind of customers generally visit at your Music section and their
flow?
(g)High grade income level
(h)Medium grade income level
(i) Average grade income level
2. Revenue generated by Music section in your store?
(g)High grade income level: Revenue in 2004-
2005
Revenue in 2008-
2009
(h)Medium grade income level: Revenue in 2004-
05
Revenue in 2008-
09
(i) Average grade income level: Revenue in 2004-
05

63. 63 | P a g e
Revenue in 2008-
09
3. Is your stockefficient to revamp the customer satisfaction in your store?
Yes
No
Questionnaire (Cards Department)
1. Which kind of customers generally visit at your Cards section and their
flow?
(j) High grade income level
(k)Medium grade income level
(l) Average grade income level
2. Revenue generated by Cards section in your store?
(j) High grade income level: Revenue in 2004-
2005
Revenue in 2008-
2009
(k)Medium grade income level: Revenue in 2004-
05
Revenue in 2008-
09
(l) Average grade income level: Revenue in 2004-
05

64. 64 | P a g e
Revenue in 2008-
09
3. Is your stockefficient to revamp the customer satisfaction in your store?
Yes
No

65. 65 | P a g e
BIBLIOGRAPHY
www.slideshare.com
www.wikipedia.com
http://www.ril.com/html/business/business_retail.html
http://www.ril.com/html/aboutus/rilretail.html
http://en.wikipedia.org/wiki/spencers
Teacher reference: Mr.K.S.D.Prasad