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Submitted by
ASHISH SAXENA
Enrollment No.
061609777
Submitted to
3. RESEARCH METHODOLOGY
5. LIMITATION
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RATIONALE OF THE STUDY
Retailing is the final step in the distribution of merchandise - the last link in
the Supply Chain - connecting the bulk producers of commodities to the final
consumers. Retailing covers diverse products such as foot apparels, consumer
goods, financial services and leisure. The organized retail sector is expected to
grow at 6% by 2010 and touch a retail business of $ 17 billion as against its
current growth level of 3%, which at present is estimated to be $ 6 billion. As
India moves towards the service oriented economy, a rise in this percentage is
expected. The number of the retail outlets is growing at about 8.5% annually in the
urban areas and in towns with population between 1,00,000 to 1 million; the
growth rate is about 4.5%. Organized retailing is witnessing a wave of players
entering the industry. These players are experimenting with various retail formats.
Yet, Indian retailing has still not been able to come up with many successful
formats that can be scaled up and applied across India. Some of the notable
exceptions have been garment retailers like Madura Garments & Raymond’s who
scaled their exclusive showroom format across the country.
This research project is undertaken with a view to analyse the trends in the Indian
Apparel Industry with reference to changing trends in buying behaviour of
consumers. The aim is to understand the effect of increasing income levels of
consumers on the apparel industry.
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OBJECTIVES OF THE STUDY
HYPOTHESIS
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RESEARCH METHODOLOGY
Research Design
The research will be ‘descriptive’ in nature. The study is aimed at describing the
existing phenomenon. For that matter I will consult various magazines,
newspapers, books , reference materials and internet.
PRIMARY DATA
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SECONDARY DATA
Secondary data is the data, which already exists. I will use secondary data for the
purpose of study. Secondary data will be collected mainly through internet and
SAMPLING DESIGN:-
Sampling Element: The basic elements to be studied are the Store Incharge’s and
Customers visiting the selected Malls and stores.
Sample Size: A sample size of 50 Retailer’s and 100 Customers (approx) will be
taken.
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EXPECTED CONTRIBUTIONS OF THE STUDY
MBA curriculum is designed to give more practical exposure to the student so that
he/she can make use of the theoretical knowledge in the real life situations. With
this thrust, project work is included in the curriculum, which provides opportunity
helps him/her in identifying the critical factors like changing trends in buying
future endeavors. And it also solves the purpose for the partial fulfillment of MBA
curriculum.
The research can be useful source of information for similar projects. The research
can also be used for academic purpose in the field of marketing research.
1. Certain unavoidable errors will come into the study like non-response error,
3. 'Drop in' or 'Go through' error might distort the findings of the research.