A Report on

Location in Retail

Submitted by,

Submitted to,

Kartik Jhanwar (22)

Dr. C.Venkata Ramana

Mrityunjai Bisht (31)

Prajwal Pandey

(41)

Rupesh Jha

(50)

1 | Page

ACKNOWLEDGEMENT

We would like to extend our gratitude to our faculty, Dr. CV Ramana for taking out his precious
time and guiding us throughout our Retail Marketing Project. With the help of his valuable
suggestions, guidance and encouragement, we were able to write this report.
We would also like to thank Symbiosis Institute of Business Management SIBM), Hyderabad
for giving us the opportunity to get this small but relevant exposure to the retail sector while
doing our Project.
Thank you all!

2 | Page

TABLE OF CONTENTS
Topic
(i)
(ii)
(iii)
(iv)
(v)
(vi)
(vii)
(viii)
(ix)
(x)

Page No.

Acknowledgement..2
Introduction 4
Objective 5
Methodology...6
Data Collection6
Analysis6
Observation.43
Findings...43
Conclusion...44
Recommendations...45

(xi) References...46
(xii) Appendices..48
.

1. Introduction:
Background

3 | Page

The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due
to the entry of several new players. It accounts for over 10 per cent of the countrys Gross
Domestic Product (GDP) and around 8 per cent of the employment. India is the worlds fifthlargest global destination in the retail space.

Indias retail market is expected to nearly double to US$ 1 trillion by 2020 from US$ 600 billion
in 2015#, driven by income growth, urbanization and attitudinal shifts. While the overall retail
market is expected to grow at 12 per cent per annum, modern trade would expand twice as fast at
20 per cent per annum and traditional trade at 10 per cent#.

(References: 1)

Conceptual Background
A store is place, real or virtual, where the shoppers come to buy goods & services. The sales
transaction occurs at this junction The location of retail store has for a long time been
considered the most important P in retailing. Location becomes a critical decision for a retailer
for several reasons.

4 | Page

Location is generally one of the most important factors customers consider while
choosing a store.

A bad location may cause a retailer to fail even if its strategic mix is excellent. On the
other hand, a good location may help a retailer succeed even if its strategic mix is
mediocre.

Store location is least flexible element of retailers strategic mix due to its fixed nature,
the amount of investment, and the length of lease agreements.

Before visiting a mall or a shop, the first question that arises in consumers mind is, How far
do I have to walk/drive? In populous cities such as Mumbai, Delhi, Tokyo, and Shanghai to
name a few, consumers face rush-hour traffic jams or jams because of road structure. In such
cases, to access a retail outlet to procure day-to-day needs becomes very difficult. It is very
important for the consumers to have retail stores near where they stay.
Where you choose to locate your retail business will have a major impact on everything your
shop does. The difference between selecting the wrong location and the right site could be the
difference between business failure and success.
Before choosing a retail store location, define how you see your business, both now and in the
future.

2. Objective:

To understand the importance of store locations.

To know the various types of store locations and the factors affecting the location.
To understand the steps involved in choosing a retail location.
To understand the location assessment procedure and analyze some popular retail store
chains in India.

3. Methodology:
5 | Page

The research methodology adopted is a combination of

Exploratory Method
Descriptive Method
The exploratory research here is a combination of
Qualitative methods
Qualitative research has been made using field observations made. Observations during
past visits provided a good understanding on the structure of retail market and the various
aspects related to retail location.
The descriptive method is used to describe characteristics of a phenomenon or population
being studied.
In this study, various data related to location of different types of stores have been
analyzed. The data has been widely described and analyzed in this report for assessment
of location in retail.

4. Data Collection:
The data collection method is,
Secondary with the use of online and offline sources.

5. Analysis:
Importance of a Retail Location
A retail location is important for below reasons,

A good location helps to attract maximum customers

Not only to the customers but its convenient for suppliers also to locate the store for

sales as well as distribution activity.

Choosing a proper location is very important as it involves large capital investment.
A retail store at a proper place which is convenient to the supplier and well as customers,

increase the sales & profitability of the retailer.

Once located, its very difficult to change the location of the store. So a properly chosen
retail store is very important.

6 | Page

Types of Retail Locations

(i) Free Standing/Isolated Store
(ii) Part of a planned Business District/Center
(iii)

(i)

Part of a Shopping Center

Free Standing/Isolated Store

In this type of location, there are no other outlets in the vicinity of the store.
It is called a free standing location or isolated store due to the absence of other retail

outlets.
It depends upon its own power and quality to attract customers.
Gas stations, convenience stores, hotels and fast food restaurants on highways, many a

times, operate as free standing locations.

There are no competitive retailers around.
Rent is low, advertisement cost is high.
Ample of parking space available.
Retailers should keep in mind the cost of transportation for customers.
It is suitable for customers who are travelling.
These kinds of stores are common along highways.

Advantages

Absence of any competitor in close proximity.

Rents are usually low.
Flexibility in operation since no group rules need to be followed.
Larger space is available for operation as well as parking.
The element of monopoly helps in increasing revenue.

Disadvantages
It may be difficult to attract customers initially.
People may not like to travel very far to get something unless they have to pass through
that way.
Most people like variety in shopping.

7 | Page

 Advertisement expenditure may be high.

A store must often be built rather than rented thus higher capital expenditure is required.

(ii)

Part of a Planned Business District/Center

Business Associated Location: These are location where a group of retail outlets offering a
variety of merchandise work together to attract customers to their retail area, but also compete
against each other for the same customers.

A retail store can also be located as a part of a business district. Or we can refer this as

unplanned business centers

A business district is place of commerce in a city which developed historically as the

center of trade and commerce in the city or town.

A business districts can be a central, secondary or a Neighborhood business district.
A Central business District CBD is the main center of commerce and trade in the city.

(high land rates , intense development)

A CBD is the hub of retailing activity in a city.
CBD served different sections of population for Examples of Cannaught place in Delhi,

Colaba in Mumbai, Commercial Street and in Bangalore are up market CBDs.

CBDs serving the upper and upper middle class customers across these cities like,

Chandani chowk in Delhi, Kalbadevi-Bhuleswar in Mumbai, and Chickpet in Bangalore.

Secondary Business District are composed of unplanned cluster of store often located on
a major intersection of city they a customers from a large part of the city

Advantages

Excellent goods/service assortment.

Having a variety of store types and positioning strategies within the area.
Range of price may be large.
Variety of customer services.
Access to public transportation.
Pedestrian traffic is large.
Nearness to commercial and social facilities and the people may visit the area even
having no intention to make purchases.

Disadvantages
8 | Page

 Lack of planned development of the center.

Inadequate parking.
Traffic congestion.
Longer travel time for those living in the villages.
Few stores may be old and traditional.
High rents and taxes for popular sites.
Space shortage for assortment.

(iii)

Part of a Shopping Center

A shopping center has been defined as a group of retail and other commercial

establishments that is planned , developed, owned and managed as a single property

The basic configuration of a shopping center is a Mall or Strip center.
A mall is typically enclosed and climate controlled. A walkway is provided in front of the

stores.
A strip center is a row of stores with parking provided in the front of the stores.

In India we can planned shopping center can categorize in two category

Types of Shopping Center

Neighborhood Shopping Center

Community Shopping Center
Regional Shopping Center
Super Regional Center
Fashion/Specialty Center
Power Center
Theme Center
Outlet Center

Advantages
Centers for family shopping since it is only one stop shopping.
Unified distinctive image of shopping center.
Pedestrian traffic is maximized for individual store.
More spacious hence more appealing than city shopping for a number of customers.
9 | Page

 Availability of many services including entertainment, controlled temperature and

demonstration of even large sized products.

Disadvantages
A highly competitive environment within the center.
Rent may be high as compared to isolated store.
Regulations by the landlord may reduce the flexibility of a retailer.
Sometimes there are restrictions on the goods/services that can be sold by each store.
Extra payments for certain common purposes which may not be revenue earning to the
retailer such as membership of the merchants association.
Domination by large stores.

Other Locations-Periodic Market

Such markets are organized at a particular place on a particular day during a week.
Such markets serve lower and middle class families.
These are very popular where there is high concentration of population particularly of a
given income level.
They provide a large number of products.
The shops are arranged on a temporary basis for certain hours
A nominal rent is paid to the local government.

Factors affecting a Retail Location

Where one chooses to locate their retail business will have a major impact on everything. The
difference between selecting the wrong location and the right site could be the difference
between business failure and success.

10 | P a g e

Before choosing a retail store location, define how one sees their business, both now and in the
future.

Few questions that should be answered are

What do your customers look like?

Can they visualize your building?
Do you know what you want to sell and what you want business to be known for?
Have you determined how much retail space, storage area, or the size of the office one
need?

Without the answers to these basic questions, it will be hard to find the perfect location for
generating the maximum amount of profit for a retail store some factors that affect the location
selection are as follows:

Type of Goods
Examine what kind of products one sell, as some goods will require certain types of locations.
Would their store be considered a convenience store, a specialty shop or a shopping store?
1. Convenience goods require easy access, allowing the customer to quickly make a
purchase. A mall would not be a good location for convenience goods. This product type
is lower priced and purchased by a wide range of customers.
2. Specialty goods are more unique than most products and customers generally won't mind
traveling out of the way to purchase this type of product. This type of store may also do
well near other shopping stores.
3. Shopping store usually sell items at a higher price which are bought infrequently by the
customer. Furniture, cars and upscale clothing are examples of goods found at a shopping
store, because the prices of these items are higher, this type of customer will want to
compare prices before making a purchase.
Therefore, retailers will do well to locate their store near like stores.
11 | P a g e

Population of Customers
If one is choosing a city or state to locate their retail store, research the area thoroughly before
making a final decision. Read local papers and speak to other small businesses in the area.
Obtain location demographics from the local library, chamber of commerce or the Census
Bureau. Any of these sources should have information on the area's population, income and age.

Accessibility, Visibility and Traffic

Don't confuse a lot of traffic for a lot of customers. Retailers want to be located where there are
many shoppers but only if that shopper meets the definition of their target market. Small retail
stores may benefit from the traffic of nearby larger stores.

Few questions that should be answered are

How many people walk or drive past the location.

Is the area served by public transportation?

Can customers and delivery trucks easily get in and out of the parking lot?

Is there adequate parking?

Depending on the type of business, it would be wise to have somewhere from 5 to 8 parking
spaces per 1,000 square are feet of retail space.
When considering visibility, look at the location from the customer's view point. Can the store be
seen from the main flow of traffic? Will their sign be easily seen? In many cases, the better
visibility their retail store has, the less advertising needed.
A specialty retail store located six miles out of town in a free standing building will need more
marketing than a shopping store located in a mall.
12 | P a g e

Signage, Zoning and Planning

Before signing a lease, be sure one understands all the rules, policies and procedures related to
their retail store location.
Contact the local city hall and zoning commission for information on regulations regarding
signage. Ask about any restrictions that may affect their retail operation and any future planning
that could change traffic, such as highway construction.

Competition and Neighbors

Other area businesses in their prospective location can actually help or hurt their retail shop.
Determine if the types of businesses nearby are compatible. For example, a high-end fashion
boutique may not be successful next door to a discount variety store.

Location Costs
Besides the base rent, consider all costs involved when choosing a retail store location.

Few questions that should be answered are

Who pays for lawn care, building maintenance, utilities and security?

Who pays for the upkeep and repair of the heating/air units?

If the location is remote, how much additional marketing will it take for customers to find
one?

How much is the average utility bill?

Will one need to make any repairs, do any painting or remodeling to have the location fit
their needs?

13 | P a g e

Will the retailer be responsible for property taxes?

The location one can afford now and what one can afford in the future should vary. It is difficult
to create sales projects on a new business, but one way to get help in determining how much rent
one can pay is to find out what sales similar retail businesses are making and how much rent
they're paying.

Personal Factors
If one plan to work in their store, think about their personality, the distance from the shop to
home and other personal considerations. If one spends much of their time traveling to and from
work, the commute may overshadow the exhilaration of being their own boss. Also, many
restrictions placed on a tenant by a landlord, Management Company or community can hamper a
retailer's independence.

Special Considerations
A retail shop may require special considerations. Make a list of any unique characteristic of their
business that may need to be addressed.

Few questions that should be answered are

Is there adequate fire and police protection for the area?

Is there sanitation service available?

Does the parking lot and building exterior have adequate lighting?

Does the building have a canopy that provides shelter if raining?

What is the crime rate in the area? (Source- The balance.com)

14 | P a g e

Steps to Choose the Right Retail Location

A retail company needs to follow the given steps for choosing the right location

Step 1 - Analyze the market in terms of industry, product, and competitors How old is
the company in this business? How many similar businesses are there in this location? What the
new location is supposed to provide: new products or new market? How far is the competitors
location from the companys prospective location?
Step 2 Understand the Demographics Literacy of customers in the prospective location,
age groups, profession, income groups, lifestyles, religion.
Step 3 Evaluate the Market Potential Density of population in the prospective location,
anticipation of competition impact, estimation of product demand, knowledge of laws and
regulations in operations.
Step 4 - Identify Alternative Locations is there any other potential location? What is its cost
of occupancy? Which factors can be compromised if there is a better location around?
Step 5 Finalize the best and most suitable Location for the retail outlet.

Measuring the Success of Location

Once the retail outlet is opened at the selected location, it is important to keep track of how
feasible was the choice of the location. To understand this, the retail company carries out two
types of location assessments

15 | P a g e

Macro Location Evaluation

It is conducted at a national level when the company wants to start a retail business
internationally. Under this assessment, the following steps are carried out

Detailed external audit of the market by analyzing locations as macro environment such
as political, social, economic, and technical.

Most important factors are listed such as customers level of spending, degree of
competition, Personal Disposable Income (PDI), availability of locations, etc., and
minimum acceptable level for each factor is defined and the countries are ranked.

The same factors listed above are considered for local regions within the selected
countries to find a reliable location.

Micro Location Evaluation

At this level of evaluation, the location is assessed against four factors namely

Population Desirable number of suitable customers who will shop.

Infrastructure the degree to which the store is accessible to the potential customers.

Store Outlet Identifying the level of competing stores (those which the decrease
attractiveness of a location) as well as complementary stores (which increase
attractiveness of a location).

Cost Costs of development and operation. High start-up and ongoing costs affect the
performance of retail business.

Encroachment in Retail:

16 | P a g e

Encroachment practices can be found across many metropolitan cities of India, the
government takes measure to remove encroachment of shops and unorganized retailers and
on December 2, 2015 Brihanmumbai Municipal Corporation (BMC) demolished over 170
illegal extensions along the busy shopping street of Mumbai

As per a survey conducted by daily newspaper The Tribune, though roads are the most
important public spaces in cities and pedestrians are its largest users, less than 30 per cent
of urban roads in the country have footpaths. Small-time shopkeepers such as cloth dyeing
agent, cobbler and fish vendors pay monthly rent to big showroom owners for using space
that is actually public. Source (The Tribune)

While in Kerala as per Indian Express Earlier, the Supreme Court in an order had directed the
Central Government and state governments to initiate steps to remove encroachments from
roads. Incidence of road encroachment is very high in several parts of the country.
Unauthorized religious structures also create hindrance to vehicle movement. Records show
that the Kerala Government registered around 900 cases of unauthorized encroachment on
state/national highways in 2013.

The Supreme Court Bench comprising Justice R M Lodha and Justice S J Mukhopadhyaya in
its order has empowered municipal and government bodies to prevent unauthorized
construction on government land and roads. Unauthorized structures constructed by various
religious institutions on encroached land, with support of local politicians, should also be
removed, stated the SC order which was issued in January 2013. In the order, the Bench has
clearly mentioned that public roads are not anyones property. Every citizen had a right to
use public roads, and their right cannot be interfered with. Source (The Indian Express)

17 | P a g e

Various Regulations related to Retail Locations

Related to Residential Approach
(i)

Uses permitted

Dwellings, hostels including working women and gents hostels, old age homes, orphanages,
places of public worship, schools offering higher primary school courses, (with a minimum sital
area of 500 square. meters for nursery schools and 1000 square. meters for lower primary
schools) public libraries, post and telegraph offices, telephone exchange, Karnataka Power
Transmission Corporation Limited counters, milk booths, HOPCOM centers, STD booths,
mobile phone service repairs, computer institutes.
(ii)

Uses that are permitted under special circumstances by the Authority

Municipal, state and central government offices, public utility buildings, cemeteries, golf clubs,
banks, nursing homes, higher primary schools with minimum sital area of 2000 square meters,
hospitals for human care, (with a minimum sital area of 750 square. meters and the site is
abutting a road of minimum 12 meters width), philanthropic uses, fuel storage depots, filling
stations, service industries with power up to 10 HP (for all the above industries and those as per
the list given in Schedule-I, power required for air conditioning, lifts and computers are excluded
from HP specified above), power loom for silk twisting (up to 10 HP) provided the noise
generated shall be within the limit prescribed by the Ministry of Environment and Forest,
Government of India., gas cylinder storage provided it satisfies all required norms of safety,
neighborhood or convenience shops limited to 20 square.m., internet caf centers, doctors
consulting room, not exceeding 20.00 square m. provided the applicant himself is a medical
professional, pay & use toilets and Service apartments, vehicle parking including multilevel car
parking.

18 | P a g e

Related to Commercial Approach

(i)

Uses permitted

Uses that are permissible:-Offices, shops, commercial complexes and service establishments like
hair dressing saloons, laundries, dry cleaning and tailoring shops, hotels, clubs, hostels,
newspaper or job printing, all type of offices, banks, places of amusement or assembly,
restaurants microwave towers and stations, advertising signs conforming to relevant building
byelaws, church, temple and other places of worship. Educational, Medical/Engineering/
technical and research institutions,(on the Sites having minimum 2 Ha with a minimum of 12m
wide approach road). Libraries, any retail business or services not specifically restricted or
prohibited therein, Filling stations, neighborhood shops, nursing homes, Service industries listed
in Schedule I (power up to 10HP). Residential buildings including orphanages and old age
homes, warehouses, and kalyana mantapas, cinema theatres, multiplexes, auditoriums,
community Centers, hard and software computer offices and information technology related
activities (Power required for air conditioners, lifts and computers are excluded from the HP
specified above) and all uses permitted and permissible under special circumstances in
residential zone.
(ii)

Uses that are permitted under special circumstances by the Authority

Automobile workshop, manufacturing establishments employing not more than ten workers and
uses permitted or permissible on appeal in the residential zone other than those specifically
prohibited therein. Storage of inflammable materials, junkyard, truck terminals weigh bridges,
cold storage, fruit and vegetable markets, meat and fish markets, Wholesale business.
Note: Commercial complexes / Office Complexes/ neighborhood shops should have sufficient
provision for toilet for visitors in each floor and should be shown on plan. It shall have waste
disposal arrangements.

19 | P a g e

Related to Industrial Approach

(i)

Uses that are permissible

All industries like IT and BT industries, Microwave towers, Power plants, Filling stations,
Parking lot (including multi-level), Bus and truck terminals, Loading and unloading facilities,
Warehouses, Public utilities like garbage and sewage disposal, Municipal and Government
offices, Dwellings for manager, watch and ward staff in an area not exceeding1000squarem or
10% of the total area, whichever is lower. Obnoxious industries are not permitted. Canteen and
recreation facilities, kalyana mantapa, office, shops, clubs, job printing, banks, restaurants,
dispensary and automobile service stations. There is no power limitations for industries to be
permitted in this zone.

(ii)

Uses that are permissible under special circumstances by the Authority

Obnoxious industries are subject to clearance from the State Pollution Control Board, Junk
yards, Dairy and poultry farms, Ice and freezing plants with power, Sports and Recreation uses,
Resorts and Amusement parks. Wherever IT and BT industries are permitted in area of 5
Hectares and above, 25% of the area may be allowed for residential apartment for the
convenience of the employees.

Some Major Retail Locations

I.

Location for Health and Fitness Centers:

We took into consideration two of Indias largest Health and Fitness Centers
1. Golds Gym
2. VLCC
These two Health and Fitness Centers have location in more than 100 cities of India and are
spread across more than 20 states of our country. After studying there locations we have drawn
the following analysis on their location.

20 | P a g e

Store Location Analysis of Health & Fitness Center

Residential or Work Area to increase convenience
For Health and Fitness Centers it becomes very important to be setup in the areas where they
find a lot of resident or work area as they want an influx of people from the surrounding vicinity,
this also becomes important as people want the Health and Fitness Centers to be at a walkable
distance from their place of living. They want to spend as less time as possible to reach their
place of workout from their homes.

Driveway between work, home or shopping centers

Given the busy schedule of life people drop out of Health and Fitness Centers because they have
to go to a tertiary place from their primary place being where they live, secondary place being
where they work. Therefore we noticed that Health and Fitness Centers like Golds Gym and
VLCC are established between their customers work and home. Another important factor that
came into light is the availability of parking areas in these Health and Fitness Centers. In
majority of the locations (especially in larger cities) they had a dedicated parking area available
for the customers.
Typically, in every city or town, there is a shopping center where consumers go to for a one-stopshop. In a smaller town, these Health and Fitness Centers are also situated place that is known
for this. In a larger city, there are probably a lot of one-stop-shopping mall areas. In that case
these Health and Fitness Centers are also in store where grocery stores are the anchor stores

Competition
These Health and Fitness Centers are mostly located in areas where there is not a lot of
competition in the vicinity example For example, if there are specialty studio such as Bikram
Yoga, an MMA gym, or other Health and Fitness Centers like Talwalkars then we can hardly see
any other Golds Gym or VLCC in the same vicinity.

21 | P a g e

Avoiding Non Commercial Zones

It is important to note that in every city there are areas that do not allow commercial set-ups; we
can also notice that the areas that do not allow these sorts of set-ups were avoided by these
Health and Fitness Centers as, such areas may have Hospitals, Temples and demand no honking,
and less traffic influx hence these commercial setups have avoided such places.

Advantages
As we have seen most of the Health and Fitness are stand-alone stores, following are its
advantages

Low rental cost- the cost of having a store in a mall is very expensive due to the
maintenance and rentals attached to it, therefore a stand-alone store are much cheaper to

build.
The changes in management and infrastructure in a stand-alone store is much easier than
making the same changes in a store thats inside a mall, this is because there is no clash

between the management of Health and Fitness center and the management of malls.
There is no chance for customers to shift for any Health and Fitness service provider in

that complex as there is no competition in the same locality

Building need not be made from the scratch as a building originally set up for some other
commercial purpose can be used to accommodate a gym

Disadvantages

Initial investment is high as a complex or a tot-mall is not well maintained as compared

to a shopping mall.
Security in a mall is much higher than a stand-alone store
Low visibility of a stand-alone store compared to mall
Low or no parking space is available for a stand-alone Health and Fitness center
A stand-alone gym cannot integrate other Health and Fitness facilities like summing pool,
indoor and outdoor sports structure that a multi-complex fitness center can

Reviews on Golds Gym (Source- Mouth Shut.com)

22 | P a g e

1. Gold gym is a fitness center where one can get good physique because it has all the
equipment's which required to do exercise also all the exercise has to be performed under
the expert or trainer where they helps us to gain or lose weight accordingly.
Gold gym has many branches across India. The services of this Gym is up to the mark
where one can get results very soon as they provides a very good diet plan to all the
members who wish to have a good physique. There is also a steam and sauna section
where the body requires every week or month they also maintain the basic hygiene in the
2.

Gym.
One of the perfect gym centers I have ever seen in my life. Highly maintained and
hygienic. I joined gold gym in Delhi Punjabi Bagh west. I took the membership of gold
gym which was really very cost effective .They have highly advance cardiac machines
and gym trainers which helps to reduce the weight, staff is very helpful and guide you
nicely. Apart from gym they conducts many classes like aerobics, yoga, dance which
makes you feel good to be a member of the gym. It's really value for money.at least you
reduce weight in such a different way without getting bored weight loss is not as easy as
we think but through these all classes it can be very easy

Below are the proofs of the review and as we can see the rating given to infrastructure is also
very high

23 | P a g e

Reviews on VLCC (Source- Mouth Shut.com)

1. I have used VLCC Slimming Service twice and both the time the result was good. I
joined VLCC Slimming program and lost 5 Kg in 1.5 months, I am very happy with the
service provided by all the staff. The DNA based diet chart and exercise suggested by the
dietician Ajanta was very useful to reduce the weight without losing the energy and with
short span of time. In my experience and view, we have to strictly follow the instruction
given by the VLCC Staff for better and faster result. Thanks for the support VLCC team
2. It is worth joining for slimming in VLCC. This the second time I joined in VLCC which
is very much successful till date. When I joined few years back I have lost 22 Kgs and
now recently I have joined for Sliming again and have so far lost 8 kgs in 1.5 months. I
am very happy with the service given by the dietician Ajanta and slimming head Dr
Meesha. I would really suggest everyone who is in the aim to lose weight should join
VLCC as it is really worth. It is obvious just joining and taking a session is not enough to
lose weight but it is also necessary to follow the diet chart given by Ajanta. The Diet
chart will consist of all various herbal and natural diet food items which will definitely
not make tired by consuming the same. Thank you so much to VLCC for supporting me
in my aim in losing weight and hope to get more and more support for reducing even
more.
Below are the proofs of the review and as we can see the rating given to infrastructure is also is
good but not as good as Golds Gym.

24 | P a g e

II.

Location of Restaurants and Fast Food Centers:

We took into consideration two of Indias largest Restaurants and Fast Food Centers
25 | P a g e

1. KFC
2. McDonalds

Store Location Analysis of Restaurants and Fast Food Centers

KFC
Kentucky Fried Chicken (KFC) is a fast food restaurant chain that specializes in fried
chicken and is headquartered in Louisville, Kentucky, United States. It is the world's second
largest restaurant chain (as measured by sales) after McDonalds, with almost 20,000 locations
globally in 123 countries and territories as of December 2015. The company is a subsidiary
of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell chains.

Locations
All the 350 outlets of KFC are located in metropolitan cities and the most important part is now
it is also expanding to smart cities like Raipur, Vizag, Jodhpur, Udaipur etc. In some of the cities
KFC has got its outlets more than 10 or 15 stores where the demand of its products is very high.
Initially it faced some problems because it was mainly considered because of non-vegetarian but
then slowly it adapted to Indian culture and included vegetarian food in its menu. KFC almost
covers each city in every region.

Why these locations?

KFC selected these locations because of the following reasons-:

They had an intention of reaching 15,000 outlets in India.
They made limited menu and kept limited prices keeping in mind the Indian culture.
They wanted to attract more non vegetarian people thats why they selected cities like
Kolkata, Bangalore, Kerala, and Delhi where they can establish more stores for non-

vegetarian people.
The company had plans of unveiling a wide range of vegetarian products, including the
veg zinger burger, adding new appetizers, and more variety in garnishing thats why they
opened more stores in states like Rajasthan, Chhattisgarh, Gujarat, Maharashtra where
they find more vegetarian people.

26 | P a g e

The vegetarian offerings have made the brand more relevant to a larger section of
consumers and that is necessary for KFC's growth. KFC also began using Indian spices
and cooking techniques to localize its chicken dishes. Thats why they wanted to expand
as they thought they have understood Indian customers perceptions.

Advantages

KFC got a lot of advantages by opening their stores in each city of a state. Some of the

advantages are as following-:

Indian consumer preferences were changing. Chicken consumption in India may be more
common than beef, but meals are typically carbohydrate-heavy, and many local
consumers prefer a vegetarian diet. Further, the chicken that is eaten is traditionally taken
in the form of tandoori, a fiery-red, spicy grilled dish thats eaten alongside rice and
vegetables. When the time was finally right for expansion, and Indian consumers were
broadening their foodservice horizons through travel, the internet, and generally greater
exposure to global cuisine, KFC began expanding aggressively and adapting their menus
to bridge the gap between familiar and innovative. By 2012, the chain had reached 220
outlets and added spicier versions of their chicken, including a Fiery Grill flavor that
mimics the red hue and hot spice of traditional tandoori, and Curry Chicken, modeled

after popular local curries.

KFC has also achieved success through the use of its pricing strategy, which was
designed to help turn what appeared too many as a special-occasion novelty restaurant
into an everyday option. In recent years, KFC has taken steps to drastically reduce its
prices, launching a Streetwise branded menu targeted to students who have very little
income but tend to be willing to spend on foodservice at the right price. The menu starts
with items as low as Rs25 (US$0.40), and was marketed with a youthful campaign that
promoted the range as a better alternative to the university dining hall at similar prices. In
2013, KFC followed up with a Wow@25 marketing campaign and augmented reality
smartphone app. Cash-strapped students can scan any small bill with their phones, and
the app suggests low-priced items off of a new KFC Wow menu that fits within their
budget.

27 | P a g e

KFC also added plenty of vegetarian options. The chain now serves fried vegetable strips
and burger patties made of either potato or vegetables, and many new menu launches
have been accompanied by a similar vegetarian item, such as the Zing Kong beef burger

meal combo and Veg Zing Kong combo, both launched in mid-2012.
KFC holds the first-mover advantage into the 'non-veg food specialty food. People
are opening up to fast foods more regularly in their daily lives.

Disadvantages

Some of this relative slowdown in India is due to rising competition, especially in fried
chicken fast food. Now that local consumers are more willing to see fried chicken as a
meal, countless imitators have entered the market, many of which are backed by deeppocketed operators and, in some cases, possibly even better suited to Indian palates. Thai
street stall concept Five Star Fried Chicken, for example, launched in India in 2013,
targeting young professionals and college students by opening in malls and business
parks. The chains very spicy Thai-style fried chicken appeals well to Indian preferences,
and parent company Charoen Pokphands holdings in the local chicken processing
industry enables the chain to sell items at prices that start even lower than KFCs

Streetwise menu.
The importance of menu localization cannot be overstated, especially in a market with a
well-developed dining culture of its own. Indian consumers like very spicy food, and they
are as diverse in their dietary preferencesmuch of which stems from local religious and
cultural traditionsas they are in terms of income stratification. Successful brands will
need to take significant steps to bridge the gap between offering a new, exciting dining
experience and one that will be familiar enough, and attainable enough, to entice

consumers to dine outside of the home.

Operational challenges in India are just as important as customer acquisition, and
operators who arent proactive about building their supply chain will likely find success
impossible. Finally, in a country with over a billion people, targeting a concepts appeal
to the right customer base is still important. KFC has had success using pricing, product
mix, and branding to target young people, a customer base that can expand with the chain
in the future as the demographic grows both in size and in purchasing power. By 2030,

28 | P a g e

India is expected to surpass both the US and China to become the home of the largest
consuming population in the world, and while the right consumer base will continue to
grow larger, the importance of carefully targeting those consumers and fostering their
future brand loyalty will be no less paramount.

Reviews on KFC

McDonalds
McDonald's is the world's largest chain of hamburger fast food restaurants, serving around 68
million customers daily in 119 countries across 36,538 outlets. A McDonald's restaurant is
operated by either a franchisee, an affiliate, or the corporation itself. The McDonald's
Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as
sales in company-operated restaurants. According to a 2012 BBC report, McDonald's is the
world's second largest private employerbehind Walmartwith 1.9 million employees, 1.5
million of whom work for franchises. McDonald's primarily sells hamburgers, cheeseburgers,
chicken products, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response
to changing consumer tastes, the company has expanded its menu to include salads,
fish, wraps, smoothies and fruit.
29 | P a g e

Locations
All the 242 outlets of McDonalds are located in metropolitan cities and the most important part is
now it is also expanding to smart cities like Raipur, Vizag, Jodhpur, Udaipur etc. In some of the
cities KFC has got its outlets more than 10 or 15 stores where the demand of its products is very
high. Initially it faced some problems because it was mainly considered because of nonvegetarian but then slowly it adapted to Indian culture and included vegetarian food in its menu.
KFC almost covers each city in every region.

Why these locations?

Place plays very important role in launching a product and making it successful. McDonalds has
expanded throughout India in Urban areas. McDonalds is currently targeting urban areas as we
know that big part of population is living in urban areas. Place doesnt only include physical
location but it is includes all the processes that eventually leads to product ending in customers
hand. Place plays very important role in getting priority over the rivals and place should be
selected after research on the local demography, income level and customers preferences.
McDonalds in India chooses a particular place after long research and checking local areas
demographic characteristics, income level etc. This is the reason McDonalds is very successful in
India.

Advantages
The following are the advantages of opening McDonalds store in India which are as following-:

McDonalds is a market leader in the fast food industry. McDonalds has a very strong
brand image. McDonalds has expanded its business to more than 125 countries with more
than 33000 outlets across the world. McDonalds has one competitive advantage and that
is Strategic location. In India they are located in busy shopping malls, Airports and busy

drive through.
McDonalds food is made with quality, fresh ingredients which are sourced from our
local suppliers in India with whom we have partnered over 2 decades now. McDonalds

30 | P a g e

has continuously been enhancing menu and nutritional choices in response to customers
needs and nutrition preferences. We take the well-being of our customers very seriously

and weve worked hard on our recipes and menu choice to reduce fat, salt and sugar.
Driven by a rich culture that has anchored the companys position as the worlds leading
restaurant chain, McDonalds, continual commitment towards its employees and

consumers has become a trademark for its success.

Being cherished across the world. McDonalds focus their efforts on giving back to the
community, as they return their customers loyalty. They take their social responsibilities
and their commitment to the society and ethics seriously.

Disadvantages

The following are the disadvantages of opening McDonalds store in India which are as

following-:
McDonalds has created very successful brand image but the market segment is too

focused on Kids. They have to attract youngsters as well as elder people also.
McDonalds is often related to unhealthy food and obesity. Employee turnover rate is so

high.
McDonalds is facing major competition from its rivals KFC and Burger King all over the
world. In India local curry shops are offering great challenge to McDonalds. Company
rapid growth has made McDonalds very vulnerable to other countries economic
slowdown

Reviews on McDonalds

31 | P a g e

III.

Location for Lifestyle Centers:

We took into consideration two of Indias largest Lifestyle Centers

1. Shoppers Stop
2. Pantaloons

Store Location Analysis of Health & Fitness Center

Shoppers Stop
Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp
Group, started in the year 1991 with its first store in Andheri, Mumbai. Specifically,
Shoppers Stop stores retails clothing, accessories, handbags, shoes, jewelry,
fragrances, cosmetics, health and beauty products, home furnishing and decor
products. Later in 1997, the company was incorporated. The company started from
a single brand shop to becoming a fashion and lifestyle store for the family. The
company is well known name that delivers superior quality products and services.

32 | P a g e

Types of Retail Outlets

Shoppers Stop is known as multi-Brand retail outlet because of their verity of
Products. They offer various products like apparels, Accessories, Toys, Fragrances,
Beauty Products, Travelling products, Home Appliances, etc. They offer various
products like Apparels, Fragrance & Beauty, Home & Travel, Gift ideas. Under
this they have different Categories, Brands and Styles to offer customers. They
have many other showrooms of Shoppers Stop in Delhi and NCR, so we can say
that they have long chain of retail outlets. They also offer online purchasing which
means that they are using new technology to increase their sales

Store location
They are currently focusing on metropolitan and Tier I and Tier II cities in the
country, based on market potential. They select sites within the city after
commissioning wardrobe and catchment studies in identified locations, with
agencies such as AC Nielsen ORG Marg. They have stores in malls as well as
standalone stores. In most of the malls where they have signed on space for their
stores, they have come in as Anchor Tenants, which they believe provides those
advantages in terms of favorable terms. They also sign on properties for
standalone stores in some of the locations. The real estate in which they presently
operate their stores and other commercial premises are taken on long term lease,
leave and license, conducting and other contractual arrangements, some of which
are with companies promoted by the Promoters. They do not own any of the real
estate in which they presently operate their stores. Normally, such arrangements
range between 5 to 9 years and some are structured with options to renew them at
their discretion for up to 24 years. They also optimize their investment in the store

33 | P a g e

by getting the property developer to provide us with utilities such as air

conditioning, escalators, lifts and electrical etc.

Type of approach
SSL aims to stick to the top 10 cities including Pune, Bangalore, Hyderabad and
metro cities. 75 per cent of the total sales of SSL comes from metros and Tier- 1
cities.

Physical characteristics of the store

Shopper Stop has arranged the layout in this manner because men are usually
serious buyers and also mostly accompanied by a lady. So womens section is kept
before mens, so as to attract them as they are impulse buyers. On the first floor
the products kept are to attract the customer leading him/her into the store and also
impulse buying.

Advantages of these locations

Opportunity to combine shopping with entertainment.
Attracts many shoppers.
Large trade area.
Generate significant pedestrian traffic.
Inexpensive form of entertainment.
Customers dont have to worry about weather.

Disadvantages of these locations

34 | P a g e

 Occupancy cost is higher than those of strip centers, freestanding sites, most central
business districts.
Retailers may not like mall managements control of their operations.
Strict rules governing store displays and signage.
Competition within shopping centers can be intense.

Pantaloon
Pantaloons Fashion & Retail Limited is an Indian premium clothing Rretail Chain. The
first Pantaloons store was launched in Gariahat, Kolkata in 1997. As of November 2013,
there are 76 Pantaloons stores in 44 cities. Pantaloons was previously controlled by the
Future Group, but has now been taken over by Aditya Birla Nuvo Limited (ABNL).
According to the Brand Trust Report 2014, a study conducted by Trust Research
Advisory, Pantaloons featured among 100 most trusted brands in India.

Store
With a chain of 130 fashion stores across 40 cities and towns, Pantaloons is constantly
extending its footprint into the rest of modern India. It spans a retail space of 1.7 million
square feet which is amongst the largest in India. The major cities where the stores of
Pantaloons India are located include Delhi, Mumbai, Pune, Ahmedabad, and Bangalore,
Kolkata, Hyderabad and other metro cities.

Store location factors

35 | P a g e

 Traffic
They set up stores on the basis of target customers in that area so as to increase the store
traffic. Availability of target customers in the particular area is of the utmost importance
for pantaloons.

Accessibility of market
They consider accessibility of market from the target customers place so that customers
does not think much before going to the store.

Visibility
They take into account the total number of stores and type of stores exist in that area so
that can have them as an added advantage to attract customers to the location of the store.

Advantages of these locations

Opportunity to convert competitors customers as their own.
Availability of potential customers in these locations.

Disadvantages of these locations

Cost of setting up a store in these locations is very high.
Customers may get attracted towards the competitors store.
Competition within shopping centers can be intense.

Store design
36 | P a g e

Shoppers Stop and Pantaloons, both focus on Exterior design and Interior design. This
helps them to attract more customers and provides customers with better shopping
experience.

Exterior Store Design

The exterior appearance of a store silently announces what customers can expect inside.
Good exterior visual merchandising attracts attention, creates interest and invites the
Customer into the business.

Interior Store Design

The interior design focuses on:
Flooring and Ceiling
Graphics & Sing ages
Lighting
Music
Store Security
Colour & Fragrance

Precautions for Shoppers Stop and Pantaloons Retail Stores

1. Put adequate security systems in place to prevent theft.
Retail stores face an ever-present concern regarding theft of their merchandise or inventory.
Depending on what your store specializes in, the risk may be even more pronounced. For
example, a fine jewelry shop's wares tend to be more at risk than a florist's inventory due to the
nature of the goods. Regardless, burglaries and shoplifting happen all the time without rhyme or
reason, so preventative measures are a must. Burglary alarm systems and security cameras to
monitor customers and employees are two easy measures you can make to prevent theft or
support your claim in the event that a theft has taken place. Some stores may benefit from
electronic tracking devices on their items as well.
37 | P a g e

If your store has an online presence, you'll want to ensure the prevention of online data theft.
This may include full disk encryption and hard-drive encryption, which prevent database hacking
and safeguards sensitive information, such as credit card numbers, against theft.

2. Use appropriate signage to alert customers when the floor is wet.

Your store's General Liability Insurance can protect your business if a customer is injured on
your property, but you should still minimize all foreseeable risks when possible. After your
shop's floors have been mopped, be sure to adequately alert all those in that area of the slippery
conditions. You'll reduce the amount of slips and spills that can later become a major legal
burden for your business.

3. Take inventory on a regular basis.

Opening a retail store requires purchasing a large stock of items and replenishing these items
frequently. And because your inventory is your livelihood, you'll want to manage the risk of
losing inventory by implementing a routine verification procedure. Be sure to check your
inventory at the beginning and the end of day to ensure that you are not losing revenue to
employee or customer theft. To prepare your business for the worst-case scenario, you may want
to consider a Property Insurance policy that insures your inventory at its full replacement value.

4. Protect your employees.

In the retail business, your employees are susceptible to slips, cuts, and physical strain. Be sure
to help protect your employees by conducting regular training sessions on proper lifting and
carrying techniques for heavy items. If they must use box-cutters, ensure your employees are
trained in how to handle and store this tool. If your store carries any potentially harmful supplies,
such as paint or jewelry cleaning solution, you'll want to make sure your workers know how to
properly handle these materials if a spill should occur. You may even consider mandating closedtoe footwear and attire to minimize the risk of slips or clothing catching on equipment.

38 | P a g e

Additionally, you may be required to carry Workers' Compensation Insurance, depending on

where your store is located, as laws vary from state to state. If one of your employees is injured
at work or has a work-related illness, this coverage compensates for medical expenses related to
the ailment, and provides funding to defend your business if your employee decides to sue. Talk
to your Insureon agent to learn more about your state's requirements for this coverage.

5. Drive with additional security.

If you or your employees travel in any vehicle other than company-owned cars to conduct
business, you will need to take extra risk-reduction measures. All employees who drive personal
vehicles to conduct company business should be properly licensed and have their own Auto
Liability Insurance. Personal vehicles used on company business will also need to meet your
state's safety requirements. In case an accident should happen while your employee is driving
their own or a rented car for company business, Hired and Non-Owned Auto Insurance can
supplement or replace a car rental agency's liability coverage or your employees' personal
coverage.

6. Know what your policy does and does not cover.

Unfortunately, there's no such thing as "fully covered," even with the most comprehensive
insurance policy. Each policy varies from carrier to carrier, and each comes with its own set of
exclusions. It's in the best interest of your business to carefully read your policy and understand
what your policy protects you against, what its limits are, and what it does not cover. Your
Insureon agent can answer any questions you may have if you're concerned your coverage falls
short of your business protection needs.

Major License and Regulations for the retail stores

Business Entity Registration

Retail businesses typically tend to have higher annual sales turnover than a service
business. Therefore, it is recommended that retail businesses be started as a Private
Limited Company or a Limited Liability Partnership firm. Private Limited Company or
39 | P a g e

LLP form of business entity will allow the retail business promoter to scale-up establish
multiple locations or transfer the business, easily if required. In addition to scalability
and transferability, a Private Limited Company or LLP will also provide the business with
easier access to credit facilities and limited liability protection.
Tax Registration
Retail businesses involve the sale of goods and products. Therefore, retail businesses need to
obtain VAT-TIN Registration from the State Sales Tax Department with the help of India Filings.
Once, the business is incorporated and the business bank account is opened, VAT-TIN
Registration can be obtained for the business in a period of 5-10 working days. Usually VAT
registration would be required for all retail businesses irrespective of sales turnover, as they
would have to take VAT input credit on the goods they purchase for re-sale.
Shop & Establishment Act License.
Shop and Establishment Act in India
The Shop and Establishment Act is regulated by the Department of Labor and regulates premises
wherein any trade, business or profession is carried out. The act not only regulates the working
of commercial establishments, but also societies, charitable trusts, printing establishments,
educational institutions run for gain and premises in which banking, insurance, stock or share
brokerage is carried on. This act regulates areas such as working hours, rest interval for
employees, opening and closing hours, closed days, national and religious holidays, overtime
work, rules for employment of children, annual leave, maternity leave, sickness and casual leave,
etc.,
In addition to business entity registration and VAT-TIN Registration, a retail business may have
to have a shop and establishment act license. The authority for providing shop & establishment
act license is under the purview of the Department of Labor or the respective State Government.
So, based on the state in which the retail business has a physical store, shop and establishment
act license can be obtained from the local Department of Labor officer.
This act lays down the following rules:
I.

Working hours per day and week.

40 | P a g e

II.

Guidelines for spread-over, rest interval, opening and closing hours, closed days, national
and religious holidays, overtime work.

III.

Rules for employment of children, young persons and women.

IV.

Rules for annual leave, maternity leave, sickness and casual leave, etc.

V.

Rules for employment and termination of service.

VI. Maintenance of registers and records and display of notices.

VII. Obligations of employers as well as employees.

Recommendations based on feedback from pantaloons customers

Trained customer care associates- It is very important for any retailer to have a good team
of trained customer care service associates. Training in terms of how to handle the
customers, how to provide solution etc should be provided. At the customer service desk
(green service desk) lots of problems is being faced by customers as many complaints
come over to them like:
a.) Scheme is not updated.
b.) Sometimes wrong billing is done.
c.) Many time Customer want to change the product due to liking or improper size.

Fast billing process- People at the cash till should be trained enough to get the billing
done in a least possible time. According to S.O.P if the Systems are not in proper
condition or Have some problem it should be checked before store opening, so that it may
not affect the customers and there time. Sometimes on Week Ends due to high rush
Billing procedure gets slow and it humiliates the Customer.

Delegation of authority- Proper delegation of authority should be made at the CCAs

level to handle customers queries and provide immediate solution to the customers
without consulting seniors because the extra time taken could frustrate the customers.

41 | P a g e

Out of the way solution- It is said that if something extra is required to please the
customers then there should be no hesitation of retailer. And to retain one customer one
should go to any end. As in retail world Customer is always right.

Proper shopping ambience- To provide good customer service, it is imperative that a good
ambience is created in the store. Like the First thing which attracts the customer is the store
outlook which we in retail World call it Visual Merchandise. This includes Look and feel of store
like the fragrance, Music, Lightning, Display of merchandise. Also the customer service the
employees provide to the

Recommendations based on feedback from Shoppers Stop customers

They should introduce more schemes, discounts to increase sales as from the feedback from
the customer that they wanted the same.
The stores becomes a bit messy as complained by one of the customer because of large
footfall so they should increase the size of small outlets.
For their standalone stores, parking space is offered to only the first citizen card holders
which acts as a constraint for many visitors to visit the malls
It was observed that the customer relationship department was not prompt in answering to
the complaints of the customers so they should pay attention that
Customers complaint that they have to wait for long to pay for billing so they should they
should make it faster.
Check out system should be fast as the customers have to wait for the guard to choke the bill
and count the number of items though the stores have metal detectors, so this cross
checking of items should be eliminated.
42 | P a g e

6. Observations:
The size of organized retail is increasing
The unorganized retail sector is also increasing, because of influx from rural to urban areas
Retailers are focusing and spending a huge amount of money on merchandising, to increase
the appeal of the store
Multispecialty stores are changing the trends of shopping for consumers
Retail stores are becoming a hub for publicity of various products, movies etc.
Government is becoming stricter with the penalties related to encroachment and
infringements like demolition of the store

7. Findings:

Retail sector is an important contributor to the GDP of Indian economy. The growth
prospect of this industry is very high.

The level of organized retail is still very low i.e. around 10% only.

Location is a very important P (place) of retail marketing as it defines how easily its
accessible to the supplier as well as buyer.

The location of the retail store has gradually transformed from free standing stores to
the planned business district to the shopping centers.

43 | P a g e

As the disposable income of the consumers is increasing, so is the ability to pay.

Hence shopping centers are becoming very popular day by day.

With all types of retail location, various advantages as well as disadvantages are
associated.

A proper analysis and assessment of various factors are very important before
choosing the store location. Each factor like type of product/service, traffic, visibility,
accessibility is important.

There is a high degree of encroachment of footpath and roads by the unorganized

retail sector in almost every city of our country

8. Conclusion:

Retail Sector is growing at a rapid pace and is expecting to double by 2020

Location is the most important aspect to be considered by opening a retail store

At least 5 important aspects should be considered before opting for a location in

Retail

Accessibility, Visibility and Traffic should be considered while selecting a Retail

Location

Policies like Signage, Zoning and Planning should be taken very seriously

For many stand-alone stores of Shoppers stop , parking space is offered to only the
first citizen card holders which acts as a constraint for many visitors to visit the malls

Restaurants like McDonalds and KFC have not just established stores in tier 1 cities,
but they are also expanding in tier 2 cities because of the high demand

44 | P a g e

Feedback from customers make a very important decision factor for retailers,
especially Health and Fitness Centers

9. Recommendations:

Check out system should be fast as the customers have to wait for the guard to check
the bill and count the number of items though the stores have metal detectors, so this
cross checking of items should be eliminated.

Besides the base rent, consider all costs involved when choosing a retail store

location.
In many cases the customers have complaint that they have to wait for long to pay for

billing so they should make it faster.

Unorganized Retail Sector should avoid encroachment of roads and footpath and

roads.
Delegation of authority- Proper delegation of authority should be made at the CCAs
level to handle customers queries and provide immediate solution to the customers

without consulting seniors because the extra time taken could frustrate the customers.
Retailers should integrate Omni-channel to enhance business
KFC and McDonalds should adapt to the culture of tier 2 cities they wish to expand
as culture plays a very important role in marketing

45 | P a g e

10. References:

Available at http://www.ibef.org/industry/retail-india.aspx. Last accessed on

14.09.16@10:34 PM.
Available at https://www.thebalance.com/choosing-a-retail-store-location-2890245. Last

accessed on 15.09.16@05:00 PM
Available at http://www.tutorialspoint.com/retail_management/retail_business_

location.htm. . Last accessed on 14.09.16@10:15 PM

Available at https://www.sharecare.com/health/gyms-health-clubs/location-gym-fitness-

club-importnat-decison-join. . Last accessed on 15.09.16@12:50 PM

Available at http://www.precor.com/en-us/resources/how-choose-location-their-new-gym.

. Last accessed on 16.09.16@11:45 PM

Available at http://www.journalmenu.com/finding-a-location-for-their-gym/... Last

accessed on 16.09.16@11:30 PM
Available at http://goldsgym.in/our-gyms/... Last accessed on 13.09.16@02:00 PM
Available at https://blog.gyminsight.com/1157-best-health-club-location/... Last accessed

on 16.09.16@11:00 AM
Available at http://hollymosier.com/finding-the-best-location-to-open-a-

gym//index.html. . Last accessed on 15.09.16@07:34 PM

Available at http://www.journalmenu.com/finding-a-location-for-your-gym. . Last

accessed on 13.09.16@10:50 PM
Available at https://www.thebalance.com/choosing-a-retail-store-location-2890245. Last

accessed on 13.09.16@10:55 PM
Available at http://www.tutorialspoint.com/retail_management/retail_business_location.

htm. Last accessed on 13.09.16@10:45 PM

Available at https://www.sharecare.com/health/gyms-health-clubs/location-gym-fitness-

club-importnat-decison-join. Last accessed on 13.09.16@10:30 PM

Available at http://www.precor.com/en-us/resources/how-choose-location-their-new-gym.

Last accessed on 13.09.16@10:35 PM

Available at http://www.journalmenu.com/finding-a-location-for-their-gym/ Last

accessed on 13.09.16@10:39 PM
Available at http://goldsgym.in/our-gyms/ Last accessed on 13.09.16@10:52 PM
Available at https://blog.gyminsight.com/1157-best-health-club-location/ Last accessed
on 13.09.16@10:25 PM

46 | P a g e

Available at http://hollymosier.com/finding-the-best-location-to-open-a-gym//index.html

Last accessed on 13.09.16@10:20 PM

Available at http://www.journalmenu.com/finding-a-location-for-your-gym/ Last

accessed on 13.09.16@10:15 PM
Available at https://www.yelp.com/biz/golds-gym-bellmore Last accessed on
13.09.16@10:12 PM

11. Appendices:

47 | P a g e

48 | P a g e