"Impact on Advent of Easy day on local

Mom & Pop stores in Agra"

A Summer Training Project Report

Submitted in Dr MPS Memorial College of Business

Studies

Agra

BBA (Bachelor of Business Administration)

2017 – 2020

Dr. MPS Memorial College of Business Studies

Submitted by Guided by

Shivam Goyal Atul Srivastava

Certificate from the Company/Organization

This is to certify that Shivam Goyal, son of Mr. K.L Goyal Pursuing
BBA from Dr. MPS Memorial College of Business Studies, Agra
has successfully completed the Project Report in our organization
on the topic titled, “Impact on Advent of Easy day on local Mom
& Pop stores in Agra” from 1st June to 10th November 2019.
During his project tenure in the organization/company, we found
him hard working, sincere and diligent person and his behavior and
conduct was good. We wish him all the best for his future
endeavors.

Signature

Atul Srivastava
(Faculty Guide)
 Dr. MPS Memorial College of Business Studies
Agra – Delhi Highway,Sikandra,AgraPincode-282007 (Uttar Pradesh)
(Affiliated to Dr.BhimRaoAmbedkarUniversity,Agra)

Certificate

This is to Certify that the summer training project title “Impact on

Advent of Easy day on local Mom & Pop stores in Agra” submitted

by Shivam Goyal Roll No. 1702675071128 for the partial fulfilment of the

requirement of Bachelor of Business Administration Degree (Batch

2017-2020) as per the requirement of the BBA curriculum from Dr. BHIM

RAO AMBEDKAR UNIVERSITY, AGRA, embodies the bonafide work

done by him under my supervision.

Mr. RAHUL SHARMA Mrs. JYOTI BHADAURIA

(Head OfDeptt.) (Asst.Professor)

Date: …………....

Place ……………
 ACKNOWLEDGEMENT
We take this as an opportunity to thank all those without whom the
journey of doing our project would not have been as pleasant as it has
been to us. Working on our project was a constant learning experience
with all sweat and tear which was its due but not without being richly
stimulating experience of life time.

For any project to be a success, it is very important to get the right

guidance and support which we got from our Faculty Guide Shivam
Goyal. We express our gratitude to my faculty guide for inspiring us
throughout the project.

We want to express our deep gratitude to our institution Dr. MPS

Memorial College of Business Studies Agra, for giving us the
opportunity to undertake this project and enhance our knowledge.

Finally we would like to convey our heartiest thanks to all our well
wishers for their blessing and co-operation throughout our study. They
boosted us every day to work with a new and high spirit.

Shivam Goyal
 Index

I. Acknowledgement

II. Executive summary

III. Introduction

IV. Objective of the Study

V. Research Methodology

VI. Result & Interpretation

VII. Annexure

VIII. Findings & Recommendations

IX. Conclusion

X. Bibliography
 Executive Summary

This project is tries to get an insight of the IMPACT

ON ADVENT OF EASY DAY ON LOCAL MOM &
POP STORES in Agra.
This research would facilitate to bring out the
qualities and factors which influence consumer to
buy form Easy day and Local Mom & Pop stores.
The data is being collected from Primary sources.
Primary research has been conducted on 100
Customers of easy day as well as local mom &
pop stores through Questionnaire & Personal
interview. For fulfilling our research objective we
are majorly taken into consideration House
makers. This study analyze the customers
response towards Easy day. Thus data has been
systematically analyzed and presented in a
justifiable manner for the better presentation and
good understanding of the viewer.
Introduction

As customer’s tastes and preferences are changing, the market

scenario is also changing from time to time. Today’s market
scenario is very different from that of the market scenario
before 1990. There have been many factors responsible for the
changing market scenario. It is the changing tastes and
preference of customer which has bought in a change in the
market. Income level of the people has changed; life styles and
social class of people have completely changed now than that
of olden days. There has been a shift in the market demand in
today’s world. Technology is one of the major factors which is
responsible for this paradigm shift in the mark. New generation
people are no more dependent on haat market and far off
departmental stores. Today we can see a new era in market
with the opening up of many departmental stores, hyper
market, shopper’s stop, malls, branded retail outlets and
specialty stores.

Our study is based on a survey done on customers of a

Department store named Easy Day and Local Mom & Pop
Stores. Our study is on determining the customer’s buying
behavior and the satisfaction level of customers in Easy day &
Local Mom & Pop Stores. Our study emphasis on the impact on
Local Mom & Pop Stores after advent of Easy day in Agra. Will
find out the current status of Easy day and determine where it
stands in the current market.
This market field survey will help in knowing the present
customers tastes and preferences. It will help me in estimating
the customer’s future needs, wants & demands.
 Objective of the Study

1) To find out the buying behavior of the customers

coming in to Easy day and local mom & pop stores
in Agra.

2) To determine the current sales of Easy day.

3) To find out the customers response towards Easy

day and local mom & pop stores.

4) To study the satisfaction level of customers in

different attributes of Easy day and local mom &
pop stores.

5) Determine the effect on current Sales of local mom

& pop stores after the advent of easy day.

6) To determine the customer loyalty towards Local

mom & pop stores.
Company Profile

Bharti Enterprises is an Indian

business conglomerate headquartered in New Delhi, India,
operating primarily across India and in some other countries. It
was established by Sunil Bharti Mittal. Bharti Enterprises has
businesses spanning across telecom, retail, financial services,
manufacturing and software. The company was founded
by Sunil Bharti Mittal along with two siblings in 1976. The
company was not so famous in India by its own name, rather its
brand names like Airtel and Beetel (PSTN Phone Sets) are
household names in India. The company underwent
a brand reformation process and changed its logo and
corporate Image.

"Bharti Retail Ltd." is a wholly owned subsidiary of Bharti

Enterprises. Bharti Retail operates a chain of multiple format
stores. The company’s neighborhood format stores operate
under the Easy day brand and the compact hypermarket format
under the “Easy day market” brand. Recently the company has
become more involved in the food economic sectors, with a
joint partnership in the Agricultural company Field Fresh.

Easy day is an Indian retail brand that runs chains of consumer

retail Department stores. The brand is wholly owned by Bharti
Enterprises limited and is operated by its subsidiary, Bharti
Retail limited which is headquartered in New Delhi. The
technical and management support for the brand is provided
by Arkansas, United States based Wal-Mart Stores, Inc, which
is the largest retailer in the world.

The retail brand of Bharti retail Ltd, is all set to become one of
India's leading retailers. The easy day brand is built around the
mission of saving money for our customers by offering quality
products at the lowest price in the market.
At easy day, we aim to provide significant saving to our
customers by being low priced every day, which means that our
customers can be assured of saving every time they visit
stores.

Easy day currently operates in 13 states - Jammu and

Kashmir, HimachalPradesh, Punjab, Haryana, Delhi, Uttarakha
nd, Uttar Pradesh, Rajasthan, Madhya
Pradesh, Chhattisgarh, Maharashtra, Karnataka and Andhra
Pradesh in over 110 towns and cities. The number of stores
functional is 220 across three different formats catering to
about 76,000 people every day.
Product Categories in Easy day
A Easy day store sells groceries including fresh produce inclusive of :-

Fruits
Vegetables & milk Makeup
Cereals Shaving
Meat
Poultry Skincare items :
Dairy and baked products
Canned goods Health care items
Soups Apparel
Grains Hosiery
Snacks Shoes & accessories
Cookies Books and stationary
Chips Toys
Condiments Gifts
Beverages Kitchen ware
Sauces
Spices and Home improvement products :
Candy
Tools
Beauty products : Lighting &electronic accessories

Toiletries
Fragrances Items related to religion.
 Research Methodology
 Research design

o Descriptive research

This research provides data about the population being studied.

But it can only describe the "who, what, when, where and how" of
a situation, not what caused it. It describe the characteristics of a
relevant group which estimate the percent (%) of units in a
specified Population to determine the perception of product
characteristics. It is used to make more specific predictions.

 Primary source

Data observed or collected directly from first-hand experience. The

data which is collected first hand specially for the purpose of study.
It is collected for addressing the problem at hand.

 Research Tool

o Questionnaire

A set of printed or written questions with a choice of answers,

devised for the purposes of a survey or statistical study.

o Personal Interview

Technique for gathering information through face-to-face

contact with individuals. It provides the best opportunity to
obtain information through probing for clearer explanations.

 Sample Size : 100

 Type of sampling : Random sampling

  Place

The survey was conducted in different location in Agra city.

 Approach

The approach used by a surveyor for the project varies with the
purpose of the survey. Under this report, "Quantitative &
Qualitative" approach both are used as per the requirements of the
survey.

 Statistical Tools

Representation of statistical data by diagram, graphs, charts or

pictures is more effective than tabular representation being easily
intelligible to a layman, indeed diagrams is most essential
whenever it is required to convey any statistical information to the
general public.

I. Bar Diagram

Mode of diagrammatic presentation of data is the bar diagram. in

this method bar of equal width are taken for the different items of
the series. The length of the bar represents value of the variables
concerned.
 Result & Interpretation

Q1. Gender

70

60

50

40

30

20

10

0
Male Female

In our research we have the majority of females which

is 78% and rest of them are male which is 22% as
basically shopping of household items is being done by
females. So they can give us appropriate response
according to the need of our research.
Q2. Age

45

40

35

30

25

20

15

10

0
Less then 20 21 - 30 31 - 40 More than 40

In our research according to age groups we have 2%

respondents of age Less than 20, 32% of age group
between 21 - 30, 24 of age group between 31 - 40 and
42% of age group More than 40.
Maximum number of the respondents i.e. (42%) are fall
under category of more than 40 these respondents are
basically home makers who go for grocery shopping for
their household.
Q3. Number of family member's

90

80

70

60

50

40

30

20

10

0
Less than 5 6 to 10 11 to 15 more than 15

According to Number of family members we have find

out in our research that 85% of the respondent are
come under the category of Less than 5 family
members and other 14%, 1%, & 0 are 6 - 10, 11 - 15,
More than 15 respectively.

Which depicts that now-a-days there is a trend of

nuclear family and less of joint family.
Q4. Education ?

70

60

50

40

30

20

10

0
Primary Secondary Graduate Post-Graduate

According to education our major 64% respondent are

come under graduate category and 32% under post-
graduate and 4% under secondary category.

We have done our research, keeping house makers as

our target respondent so majority of them are Graduates
& Post-Graduates. So they have knowledge to choose
right product from right place.
Q5. Occupation ?

70

60

50

40

30

20

10

0
Student Service Business Professional Housewife

In occupation we have the majority of Housewives i.e.

68%, student 17% and service business and
professional are 6, 4, & 5% respectively.

Our most of the respondents were housewives as they

were our target respondent through which we came to
know the real picture.
Q6. Where do you shop for groceries most
frequently?

70

60

50

40

30

20

10

0
Easy day Kirana Shop

Here 63% respondent said that they shop from Local

Mom & Pop stores and rest of them said for easy day.

As most of the respondents go for grocery shopping in

Local Mom & Pop stores as they feel they provide better
services keeping in mind the customer needs. And
customers are loyal towards Local Mom & Pop stores.
As Local Mom & Pop stores having old customer
connect.
Q7. Why do you shop at Easy day ?

100
90
80
70
60
Strongly Disagree
50
40 Disagree
30 Neutral
20
Agree
10
0 Strongly agree

Most of respondents feel that they were satisfied with

the competitive prices ,choice of product and availability
of products and their favorite brand available in easy day
but they were not satisfied with the location of easy day.
Q8. Why do you shop at Local Mom & Pop stores?

100
90
80
70
60
Strongly Disagree
50
40 Disagree
30 Neutral
20
Agree
10
0 Strongly agree

Most of the respondents feel that they were satisfied

with the competitive prices ,choice of product, availability
of product and their favorite brand available in Local
Mom & Pop stores and more over they were satisfied
with location also.
With reference to Question number 7 & 8

(I) Competitive Prices

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 28% are Strongly agree as

compared to Local Mom & Pop stores which is 5%, 47%
are agreed on easy day and 50% on Local Mom & Pop
stores, 29% respondent of easy day and 42% of Local
Mom & Pop stores says they are neutral, 6 & 3%
respondents of easy day and Local Mom & Pop stores
says they are disagree.

Most of the respondents were agreeing with the

competitive prices of easy day as they think easy day
provide better quality of product at reasonable price
(II) Choice of products

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 15% are Strongly agree as

compared to Local Mom & Pop stores which is 2%, 63%
agreed on easy day and 66% on Local Mom & Pop
stores, 20% on easy day and 32% on Local Mom & Pop
stores says they are neutral, respondent of easy day
and Local Mom & Pop stores they are disagree at easy
day at 2% .

Most of the respondents were agreeing with choice of

products offered in easy day as wide variety of products
are available there and it provides the best value for
their money in comparison to Local Mom & Pop stores.
(III) Availability of products

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 29% are Strongly agree as

compared to Local Mom & Pop stores which is 13%,
56% agreed on easy day and 62% on Local Mom & Pop
stores, 12% on easy day and 23% on Local Mom & Pop
stores says they are neutral, respondent of easy day
and Local Mom & Pop stores they are disagree as 6 &
2% respectively.

Most of the respondents were agreeing with availability

of products available in easy day, as it provide wide
variety of products in their store.
(IV) Location / Convenience

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 8% of respondent are

Strongly agree as compared to Local Mom & Pop
stores which is 19%, 31% agreed on easy day and 71%
on Local Mom & Pop stores, 13% on easy day and 10%
on Local Mom & Pop store says they are neutral,
respondent of easy day said they are disagree at 48%.

Most of the respondents were disagreeing on the

location of easy day as they are not within the reach of
everyone .
(V) Favorite brands

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 6% are Strongly agree as

compared to Local Mom & Pop stores which is 14%,
55% agreed on easy day and 46% on Local Mom & Pop
stores, 39% on easy day and 24% on Local Mom & Pop
stores says they are neutral, respondent of Local Mom
& Pop stores said they are disagree at 16%.

Majority of the respondents said that they get their

favorite brands available in easy day as well as Local
Mom & Pop stores also.
Q9. On average how often do you shop ?

35

30

25

20

15

10

0
Once a week More than once a Every 2 weeks Once a month or
week less

When we ask consumers that how often do you shop

then majority says 33% which is more than once a
week, 24% shop once a week, 28% shop by every 2
weeks and 15% shop once a month or less.
Most of the respondents said that they shop once a
week in order to fulfill their basic requirements so these
are the important respondents in our research.
Q10. Does Easy day offer the best value for money?

45
40
35
30
25
20
15
10
5
0
Strongly Agree Agree Neutral Disagree Strongly
Disagree

When we ask respondents that easy day offer best

value for money then 41% of them are agreed & 18%
are strongly agreed, 30% neutral and 11% disagreed.

Most of the respondents feel that easy day offers the

best value for their money as (Ref. to question no. 7) the
respondent are agreed towards competitive prices of
easy day that depicts that easy day provide good quality
of products at reasonable price.
Q11. Does Easy day offer a wide product range?

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly
Disagree

According to this Question 18% are Strongly agree,

70% agreed, 10% says they are neutral, and 2% are
disagree.

As easy day having very wide range of products that's

why 88% respondents agreed that as easy day provide
wide range of product under 1 roof as compare to Local
Mom & Pop stores like Grocery items, Skincare items,
Home improvement products, Beauty products,
Items related to religion, etc.
Q12. Which one is the most customer-friendly?

70

60

50

40

30

20

10

0
Easy day Kirana shop

Here 36% respondent said that they found Easy day is

most customer-friendly and rest of them said for Local
Mom & Pop stores.

Here, Most of the respondents feel that they find Local

Mom & Pop Stores more customer-friendly as they feel
whenever they need something in case of urgency, they
are ones who are great help to them. As they are near to
them.
Q13. Where do you find more 'Discount offer' in
products?

80

70

60

50

40

30

20

10

0
Easy day Kirana shop

Here 79% respondent said that they find more discount

offers from Easy day and rest of them said for Local
Mom & Pop stores.

As easy day provide more discount offer in order to

attract more and more customers in their retail store
mostly in household items , it also provide seasonal,
festival offers and occasional offer.
Q14. Where do you find Good quality products ?

60

50

40

30

20

10

0
Easy day Kirana shop

Here 57% respondent said that they find Good quality

products from Easy day and rest of them said for Local
Mom & Pop stores.

Most of the respondents feel that they find good quality

of product in easy day as easy day has its own brand
known as “Great value” which sells a range of everyday-
use product like cereals, spices, tea, beverages, jams,
ketchups, dry fruits ,Indian snacks, dish-wash bars etc.
which mostly covers everything.
Q15. Do you find any products easily in easy day but
not in Local Mom & Pop stores?

70

60

50

40

30

20

10

0
Yes No

Here 64% respondent said YES that they find products

easily available in easy day and rest of them said NO for
Local Mom & Pop stores.

Most of the respondents feel that they find products

easily available in easy day. As various brands and
variety or products are available in easy day like
different varieties of Soup, sauces, Frozen foods, soap,
shampoo's, vegetable oil, etc.
Q16. Where do you find good packaging of products
?

90
80
70
60
50
40
30
20
10
0
Easy day Kirana shop

Here 88% respondent said that they find good packing

of products from Easy day and rest of them said for
Local Mom & Pop stores.

Most of the respondents said that they find good

packaging at easy day as products are packed in a
better way as compared to Local Mom & Pop stores
Like pulses, spices etc. you find these goods are in
good packing in easy day but not in Local Mom & Pop
stores.
 Annexure

Impact on Advent of Easy day on local

Mom & Pop stores in Agra.
This Questionnaire is the part of the course curriculum of our management subject
"Marketing Research". The purpose is to ascertain the effect of organized retail on
unorganized retail market.

[Tick ( ) the relevant below]

Name:

Q1. Gender
I. Male
II. Female

Q2. Age
I. Less than 20
II. 21-30
III. 31-40
IV. More than 40

Q3. Number of family member's

I. Less than 5
II. 6-10
III. 11-15
IV. More than 15

Q4. Education ?
I. Primary
II. Secondary
III. Graduate
IV. Post Graduate

Q5. Occupation ?
I. Student
II. Service
III. Business
IV. Professional

Q6. Where do you shop for groceries most frequently?

 I. Easy day
II. Local retailers

Q7. Why do you shop at Easy day ?

Strongly
Strongly
Agree Agree Neutral
Disagree Disagree

I. Competitive prices
II. Choice of products
III. Availability of products
IV. Location / Convenience
V. Favourite brands

Q8. Why do you shop at Kirana shop ?

Strongly
Strongly
Agree Agree Neutral
Disagree Disagree

I. Competitive prices
II. Choice of products
III. Availability of products
IV. Location / Convenience
V. Favourite brands

Q9. On average how often do you shop ?

I. I shop more than once a week

II. I shop once a week
III. I shop once every 2 weeks
IV. I shop once a month or less

Q10. Does Easy day offer the best value for money?

I. Strongly Agree
II. Agree
III. Neutral
IV. Disagree
V. Strongly Disagree
Q11. Does Easy day offer a wide product range?

I. Strongly Agree
II. Agree
III. Neutral
IV. Disagree
V. Strongly Disagree

Q12. Which one is the most customer-friendly?

I. Easy day
II. Kirana shop

Q13. Where do you find more 'Discount offer' in products?

I. Easy day
II. Kirana shop

Q14. Where do you find Good quality products ?

I. Easy day
II. Kirana shop

Q15. Do you find any products easily in easy day but not in Kirana shop ?

I. Yes
II. No

Q16. Where do you find good packaging of products ?

I. Easy day
II. Kirana shop

Any suggestion or feedback for the outlet which you are using :

Thanks for the Cooperation :)

*For the convenience of respondents we write "Kirana store" in place of "Local Mom & Pop Stores"
 Findings & Recommendations

I. Home delivery : Easy can also provide the facility

of home delivery, so it may help easy day to
increase it's sales.

II. Small packaging: Easy day can provide small

packaging of their products in small packets i.e less
than 500gms.

III. Friendly staff: The staff can be more friendly

towards the customers.

IV. More staff: There should be at least one member in

each section & one member in each cash counter.

V. More stores: Stores can be open in other areas of

Agra like Rajendra Nagar, Civil lines.

VI. More space: Present store is bit compact in size as

compared to wide range of its products.
 Limitation's of Study
I. Customer are more loyal towards Local Mom &
Pop stores as easy day is opened just before 3
years, and customer's purchase house hold items
from Local Mom & Pop stores for many years.

II. Sample size is not appropriate to draw a fruitful

conclusion.

III. Consumer preferences are partly divided.

IV. There are thousands of Local Mom & Pop stores

but there in only TWO Easy day stores in Agra.
 Conclusion
Easy day is a major retail store for today’s customers in
Agra. It is a place where customers find variety of
products at a reasonable price. Easy day has a good
reputation of itself in the market. It holds a huge
customer base. The majority of customers belong to
service class family. The youth generation (Hostlers)
also likes shopping at easy day.

Easy day provides various kinds of goods like grocery,

stationary, food items, electronic items, crockery,
chocolates and many more. It competes with all the
specialty stores of different products which provide
goods at a discounted rate all through the year. It holds
a large customer base and it seemed from the study that
the customers are quite satisfied with Easy day. As if
now there are 2 Easy day stores in Agra, it seems
from our survey that there is a vast growth of Easy day
lying as customers demand is increasing for Easy day.
The major drawback of Easy day is it's location and this
may discourage the customers to come to Easy day and
shop.
 Bibliography
 Books
o Marketing Research : Churchill

 Internet Web Page

o www.bharti-retail.in
o en.wikipedia.org