SYNOPSIS ON Comparative Study of Promotional Strategies for Retailing of Food Products IN GHAZIABAD For the fulfillment of the requirement

for the Award of Master in Business Administration

IDEAL INSTITUTE OF TECHNOLOGY GHAZIABAD Affiliated To Mahamaya Technical University, Noida (Session 2011-2013)

Submitted to: Ms. Poonam Gaur (Faculty- MBA Dept.)

Submitted By: Shashank Jaiswal MBA (4th semester) RollNo.-1102870018

INTRODUCTION Retail:
The word retail derived from the French word retailer meaning to cut a piece off or to break bulk Retailing is the set of business activities that adds value to consumers for their personal or family use. Often people think of retailing only as the sale of the products in stores. But retailing also involves the sale of the services. Example- a home-delivered pizza. Retailing encompasses the business activities involved in selling goods and service to consumers for their personal, family, or household use. It includes every sale to the final consumer ranging from cars to apparel to meals at restaurants to theater ticket. Retailing is the distribution process. Retail is being hailed as Indias industry of the future, incited by the countrys huge urban middle class population. Food and grocery is the second-largest segment of the retail industry and the potential for new entrants in this segment is enormous, particularly in untapped markets like rural and semi-rural areas. Growing at the rate of 30%, the Indian food retail is going to be the major driving force for the retail industry. The paper on FOOD RETAIL AN EMERGING FACET maps out the Background of food retailing as well as current scenario catching up the retail front, Up-and-coming multiple formats of food retail.

Objective of study
Research objectives:

To identify the factors that create sustainable competitive advantage for organized food retailers over traditional format. To study the scope of promotional strategies in retailing of food products. To analyze the impact of advertising and short term sales promotion strategies of food retailer on consumer buying behavior.

SCOPE OF STUDY
Food retailing has a very wide scope in Ghaziabad and the retailers have a opportunities to ripe out the benefits by developing a sustainable competitive advantage over competition. Reasons behind the growth of food retailing in Ghaziabad: Availability of cheap residence: Emergence of MNCs and large industries in nearby areas of Ghaziabad like Noida, Faridabad etc. Have a great influence on food retailing sector in Ghaziabad. The main reason behind this, the employees working in these MNCs, reside in Ghaziabad due to cheap availability of residence. Existence of large number of Educational Institutes: Continuous development of educational institutes in Ghaziabad facilitates a wide scope for food retailing. Due to the presence of large hub of students there is a continuous growth of food retailing because of their continuous move towards the fast food corners and restaurants. Growth of Real Estate: Real Estate development, recently have marked a great impact in the growth of organized food retailing at different locations in Ghaziabad along with the development of organized society.

RESEARCH METHODOLOGY
RESEARCH DESIGN: The design of the present research was descriptive in nature. So accuracy becomes a major consideration and a research design which minimizes bias and maximizes the reliability of the evidence collected is considered a good design. Descriptive as well as exploratory research is used for the present study. DATA COLLECTION METHOD: As the objective of the research report was to identify the PROMOTIONAL STRATEGIES FOR RETAILING OF FOOD PRODUCTS IN GHAZIABAD. A-PRIMARY DATA The instrument which was used to collect the primary data was Questionnaire and the Personal survey is method of communication with the sample units for the research purpose B-SECONDRY DATA The secondary data was collected from Magazines, newspapers, research journals, etc. SAMPLE AREA: The sample area was extended only to the Ghaziabad city because of the scarcity of time and resources; it was not possible to survey a large. SAMPLE SIZE: The size of the sample is 100. SAMPLE UNIT: Sample unit selected for the purpose of this study were fast food retailers and the restaurants situated in malls and located at different prime locations in the city as well as the street food vendors were also selected.

Suggestions
Consumers rely on product advertisements and food labels for nutritional education. Moreover they want better services as well as demand for better food quality from the food retailers. So food retailers should consider the following points:(1).Avoid vague, false, misleading, or exaggerated statements (2).Provide a fresh and better quality food. (3)Maintain a better relationship with the consumers as well as better and value services should be provided to them. (4). Avoid incomplete or distorted interpretations of claims made by professional or scientific authorities; and (5) Avoid unfair product comparisons. Advertisers must also consider the long-term consequences or potential for harm stemming from their claims.

Bibliography
BOOKS: Berman B and Evans, Retail Management (9th Ed.), Pearson Education Kotler Phillip, Marketing Management (12th Ed.), Pearson Publication. Kotler, P. and Armstrong, G., Marketing (5th Ed.), Prentice-Hall: Englewood Cliffs, NJ.

Kothari C.R., Research Methodology (4th Ed. ), Vikas publication Malhotra K. Naresh, marketing research (An applied orientation), Research design, (Prentice hall of India pvt. 5th edition) Vedmani G. Gibson, Retail Management - Functional Principles & Practice, (1st Ed.), Jaico Publications.

MAGAZINE Retailer. Business world Business Today

INTERNET http://www.assocham.org http://www.articles.timesofindia.indiatimes.com http://www.forrester.com/Research/Document/Excerpt/0,7211,39915,00.html.

http://www.google.co.in http://www.internetretailer.com/article.asp?id=29937 http:// www.researchandmarkets.com http://www.wikipedia.com