A

PROJECT REPORT

ON

“A CONSUMER SURVEY OF SERVICE PROVIDED BY L-MART IN

KAWATHA”

SUBMITTED

TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILMENT OF THE COURSE

BACHELOR OF BUSINESS ADMINISTRATION

(INTERNATIONAL BUSINESS)

BY

LAUKIK LALIT KOCHAR

B.B.A-IB SEMESTER-VI

ROLL NO – 5125

UNDER THE GUIDANCE OF THE PROJECT GUIDE

PROF.DR. SHRISHTI GANGALAY

MARATHAWADA MITRA MANDAL’S COLLEGE OF COMMERCE

PUNE 411004

YEAR 2018-2019

1
CERTIFICATE

2
 DECLARATION

I hereby declare that the work presented in this project entitled:

“A consumer survey of service provided by l-mart in kawatha”
Was carried out by me under the super guidance of
Prof.Dr.ShrishtiGangalayfrom December 2018 to April 2019. This work or
any part part of this work is based on original research and has not been
submitted by me to any University/Institution for the award of any diploma or
degree.

Date:

Place: LAUKIK LALIT KOCHAR

3
 ACKNOWLEDGEMENT
I would like to express my sincere thanks to the SavitribaiPhule Pune University
and MarathwadaMitraMandal’s college of Commerce for giving me the
opportunity to prepare and present this report.

“There is a good saying that the work is successfully completed if the person is
guided properly at the right time by the right person”, with that the good
opportunities that we receive as well as the efficient supervision and the most
valuable the internal guidance.

Hereby I would like to express my deep gratitude to our ‘Prof. Dr. SHRISHTI
GANGALAY’, who in her busy schedule provided us with full support and
encouragement, her whole hearted co-operation throughout the progress and the
completion of the project and would also like to thank my friends for their
encouragement and direct or indirect support in completion of the project.

Last but not the least I would like to thank our principle for the exposure and
support provided during the project.

LAUKIK LALIT KOCHAR

T.Y.B.B.A (IB)

4
 INDEX
CHAPTER. NO. TOPIC PAGE
NO.
CHAPTER 1 INTRODUCTION 6-9
1.1 Overview Of The Topic 7
1.2 Objectives Of The Study 8
1.3 Scope Of The Study 8
1.4 Sample Design 8
1.5 Limitation Of The Study 9

CHAPTER 2 COMPANY PROFILE 10-12

2.1 Company Overview 11
2.2 Products Details 12
2.3 Future Plans 12

CHAPTER 3 LITERATURE REVIEW 13-19

3.1 Concept and terms 14
3.2 Review of Books 19

CHAPTER 4 RESEARCH METHODOLOGY 20-23

4.1 Concept of Research 21
4.2 Types of Research 21-22
4.3 Research Process 22
4.4 Research Sampling 22
4.5. Research Gap 23
4.6 Research Limitation 23

CHAPTER 5 DATA ANALYSIS AND INTERPRETATION 24-34

CHAPTER 6 FINDINGS, SUGGESTIONS & CONCLUSION 35-37

BIBLIOGRAPHY 38

ANNEXURE 39-42

5
 CHAPTER 1
INTRODUCTION

6
TITILE: A CONSUMER SURVEY OF SERVICE PROVIDED BY L-MART
IN KAWATHA

1.1OVERVIEW OF THE TOPIC

Marketing strategy is a long-term, forward-looking approach to planning with the

fundamental goal achieving a sustainable competitive advantage. Strategic planning involves
an analysis of the company's strategic initial situation prior to the formulation, evaluation and
selection of market-oriented competitive position that contributes to the company's goals and
marketing objectives. Scholars continue to debate the precise meaning of marketing strategy.
Consequently, the literature offers many different definitions. On close examination,
however, these definitions appear to center around the notion that strategy refers to a broad
statement of what is to be achieved. The marketing strategy informs the marketing plan,
which is a document that lays out the types and timing of marketing activities. A company’s
marketing strategy should have a longer lifespan than any individual marketing plan as the
strategy is where the value proposition and the key elements of a company’s brand reside.
These things ideally do not shift very much over time. Marketing strategy involves mapping
out the company's direction for the forthcoming planning period, whether that be three, five
or ten years. It involves undertaking a 360° review of the firm and its operating environment
with a view to identifying new business opportunities that the firm could potentially leverage
for competitive advantage. Strategic planning may also reveal market threats that the firm
may need to consider for long-term sustainability. Strategic planning makes no assumptions
about the firm continuing to offer the same products to the same customers into the future. A
marketing strategy grows out of a company’s value proposition. The value proposssition
summarizes the competitive advantage a company has in its market. The value proposition
usually provides the key message for all marketing. Walmart, for example, is a discount
retailer with “everyday low prices,” and its business operations and marketing revolve around
that. A company is never creating a marketing strategy from scratch.
The distinction between “strategic” and “managerial” marketing is used to distinguish "two
phases having different goals and based on different conceptual tools. Strategic marketing
concerns the choice of policies aiming at improving the competitive position of the firm,
taking account of challenges and opportunities proposed by the competitive environment. On
the other hand, managerial marketing is focused on the implementation of specific targets.

7
1.2 OBJECTIVES OF THE STUDY
 To understand the marketing strategy of L-Mart.
 To analyze how well the company’s marketing strategies attract customers.
 To understand the expectations and requirements of customers.
 To understand how L-Mart convert consumers into customers. (edited)

1.3 SIGNIFICANCE OF THE STUDY

The outcomes of this project would give the Organization a clear understanding about the
customer feedback as well as their satisfaction level and also to understand what the
problems faced at the time of service. With the help of this study report the organization
come to know the customer
Feedback and make improvements in the required area.

1.4SCOPE OF THE STUDY

Most business people agree that good planning is essential for business success. A marketing
plan is a detailed roadmap that outlines all your marketing strategies, tactics, activities, costs
and projected results over a period of time. The plan keeps your entire team focused on
specific goals - it's a critical resource for your entire company. It takes time to develop a
marketing plan. This study is moreover focused towards the marketing strategy of L-Mart and
the study is being confined to last 10 ears.

1.5SAMPLE DEGISN OF THE STUDY

 Observing the marketing mix adopted by the company.
 Preparing a questionnaire and distributing it to the customers of L-Mart and knowing
their responses.
 Analyzing the responses received by questionnaire method of 100 people (edited)
 The study is based on secondary data as well as primary data(edited), which have
been collected from different journals, papers, bulletins, magazines, annual reports
and through internet also.
 The data is being analyzed with the help of important statistical techniques.

8
1.6 LIMITATION OF THE STUDY

 The study is based on a questionnaire method by including 100 people(edited)

 The study has been conducted within the boundaries of a particular branch of L-Mart
 The study has not been related to any other supermarkets.

9
 CHAPTER 2
COMPANY OVERVIEW

10
2.1 Overview

Name L-MART

Form of Sole Proprietorship Firm

Organization

Established 2001, by LalitKochar

Owners LalitKochar

Employees 30

Address Near post office kawatha, Shirur,Pune

Contact 9765058433

E-Mail Kocharlaukik@gmail.com

Time Monday 8:30am To 10:00pm

Tuesday 8:30am To 10:00pm
Wednesday 8:30am To 10:00pm
Thursday 8:30am To 10:00pm
Friday 8:30am To 10:00pm
Saturday 8:30am To 10:00pm
Sunday 8:30am To 10:00pm

Modes of Cash, Cheques, NEFT, RTGS, Card Payment, Paytm,

Payments Google Pay.

11
 2.2 PRODUCTS BRANDS

GROCERY & DAILY ESSENTIALS HOME & PERSONAL L-MART BRANDS

STAPLES CARE
DAIRY & FROZON FRUITS & BED & BATH LUGGAGE
VEGETABLES

GARMENTS FOOTWEAR CROCKERY TOYS & GAMES

HOME &
APPLIANCES

2.3 FUTURE PLAN FOR THE COMPANY

The future plans of the retail garment shop in next 5 years are as follows.

1. To bring more promotional techniques to competes with other super market.

2. To open outlets in Pune city.
3. To open their own websites.
4. To sell their products online.
5. To start giving Home Delivery.

12
 CHAPTER 3
REVIEW OF LITERATURE

13
3.1 Meaning1

A literature review or narrative review is a type of review article. A literature

review is a scholarly paper, which includes the current knowledge including
substantive findings, as well as theoretical and methodological contributions to
a particular topic. Literature reviews are secondary sources, and do not report
new or original experimental work. Most often associated with academic-
oriented literature, such reviews are found in academic journals, and are not to
be confused with book reviews that may also appear in the same publication.
Literature reviews are a basis for research in nearly every academic field. A
narrow-scope literature review may be included as part of a peer-
reviewed journal article presenting new research, serving to situate the current
study within the body of the relevant literature and to provide context for the
reader. In such a case, the review usually precedes the methodology and results
sections of the work.

According to Cavusgil and Zou (1994)

Marketing strategy can be defined as “the means by which a firm respond to
interplay of internal and external forces to meet the objective of the
export venture”.

According to Mazzarol (2000)

“At the commencement of the new millennium, small businesses are being
heralded as the engine of economic growth, the incubator of innovation, and the
solution to decades of persistent unemployment the fulfillment of the enormous
potential of the sector has been consistent theme since the commencement of
industrial revolution”.
According to JONLEE ANDREWS and DANIEL C. SMITH
The profitability of established products is affected greatly by the extent to
which they are meaningfully differentiated from competing alternatives.
1
Shodhganga.inflibnet.ac.in

14
Maintaining meaningful differentiation, in turn, is facilitated by ongoing
development of creative marketing programs. Although marketplace
observation reveals a general lack of creativity in the way established products
are marketed.
According to Theodore Levitt, The Marketing Imagination
Marketing seems to be reduced to a price war in one form or another, and the
low price brands are winning.
According to Daniel Adams
Although new products have been called lifeblood of a firm, the bulk of most
firms’ earnings come from well-established products with proper marketing
strategy.
According to the American Marketing Association (AMA)
Marketing strategy is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
According to Dr. Philip Kotler 
Marketing strategy as “the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit.  Marketing identifies
unfulfilled needs and desires.
According to Jay Baer  President, Convince & Convert. Author with
Amber Naslund of the Now Revolution
Marketing strategy is the messages and/or actions that cause messages and/or
actions. –Marketing includes research, targeting, communications (advertising
and direct mail) and often public relations. 

According to Mary Ellen Bianco – Director Marketing & Communications,

GetzlerHenrich& Associates LLC
Marketing strategy is to sales as plowing is to planting for a farmer—it prepares
an audience to receive a direct sales pitch. 

15
According to Renee Blodgett – Chief Executive Officer/Founder,Magic Sauce
Media
Marketing strategy is an ongoing communications exchange with customers in a
way that educates, informs and builds a relationship over time. The over time
part is important because only over time can trust be created. With trust, a
community builds organically around products and services and those
customers become as excited about the products as you are — they become
advocates, loyal evangelists, repeat customers and often, friends. Marketing is a
really great way to identify what grabs people and gets them excited about your
brand and give it to them, involve them in the process, and yeah, the best part,
build great friendships in the process
According to Mark Burgess –Managing Partner, Blue Focus Marketing
Marketing strategy is the process by which a firm profitably translates customer
needs into revenue. 
According to Marjorie Clayman – Director of Client Development, Clayman
Advertising, Inc.
Marketing strategy is building your brand, convincing people that your brand
(meaning your product/service/company) is the best and protecting the
relationships you build with your customers. 
According to Saul Colt – Head of Magic, Fresh Books
Marketing strategy is creating irresistible experiences that connect with people
personally and create the desir to share with others.
According to Steve Dawson–President, Walkers Shortbread Inc.
Marketingstrategy is products that don’t come back and consumers that
do. 

16
According to Sam Decker – Co-founder and Chief Executive Officer, Mass
Relevance
Marketing strategy is making connections between customers with your
products, brand(s) and business, such that they are likely to buy from you. Or as
Regis McKenna said, “Marketing is everything.” 
According to . Shennandoah Diaz – President and Master of Mayhem, Brass
Knuckles Media
Marketing strategy has little to do with the service provider and everything to
do with the customer. Marketing educates and engages the customer, satisfying
their needs while simultaneously positioning the service provider as a trusted
advisor and source. Good marketing is a two way street. Great marketing
understands what the customer wants and gives it to them
According to Steve Dickstein – Chief Executive Officer, Hugo Naturals
Marketingstrategy is delighting a consumer, customer and/or user to achieve a
profit or other pre-established goal.
According to Antoine Didienne
Marketing strategy is essentially involved in outward communication, in
promoting the corporate goals of the company it is serving. It is the process
through which companies accelerate returns by aligning all communication
objectives (advertising, marketing, sales, etc), into one department to more
efficiently achieve the overall corporate goals. 
According to GiniDietrich – Chief Executive Officer, Arment Dietrich, Inc.
Marketing strategy is branding, naming, pricing, and the bridge between paid
and earned media. It is NOT sales. 
According to Sam Fiorella –Web/Social Media Strategist, The Social
Roadmap
Marketing strategy is the business’ play-maker. As with successful hockey
franchises, the most valuable player is not always the player who scores the
most goals but the player who creates the play that allows others to score (think

17
Gretzky, Crosby or Orr). A great marketing team assesses the brand’s playing
field, quickly captures their competitor’s position, strengths and weaknesses,
maps it against their team’s position, strengths and weaknesses and puts the
puck on the stick of the salesperson with the greatest opportunity to score.” 
According to Paul Flanigan – Consultant, Experiate.net
Marketing strategy is the act of developing an engaging relationship with every
single human being that shows an interest in you. 
According to Dr. Augustine Fou, Founder, Marketing Science Consulting
Group, Inc.
Marketing strategy is the process of exposing target customers to a product
through appropriate tactics and channels, gauging their reaction and feedback,
and ultimately facilitating their path to purchase. 
According to Chris Garrett – Chrisg.com
Marketing strategy is the process of building relationships with prospects and
customers so that you can profitably develop and promote products and
services. 
According to Josh Glantz – Vice President and General Manager, PCH
Online-Publishers Clearing House
Marketing strategy is the conversation between a company or brand and a
consumer that ultimately leads to brand recall, preference or a transaction. In
today’s socially networked world, that conversation is being disintermediated
by word of mouth referrals.  Traditional marketers will have to work harder to
get ahead of and to influence this trend. 
According toJeffreyHayzlett – The Hayzlett Group, Author of The Mirror
Test
Marketing strategy has to examine why you’re in the game and ask the tough
questions. Next, there has to be a plan—and it must be tied to specific sales
expectations –clear conditions of satisfaction. Passion is not a substitute for
planning. Remember, buzz is NOT sales. Tension is good. Good healthy debate

18
causes tension and moves your group forward. Take risks and don’t be afraid to
make mistakes. No one ever died because of a marketing campaign. If you want
to grow you’ve got to get out there. Get your business into a new stratosphere.

19
 CHAPTER 4

RESEARCH METHODLOGY

20
4.1 CONCEPT OF RESEARCH
As it is indicated in the title, this chapter includes the research methodology of the
dissertation. In more details, in this part the author outlines the research strategy, the research
method, the research approach, the methods of data collection, the selection of the sample,
the research process, the type of data analysis, the ethical considerations and the research
limitations of the project.
4.2 Types of Research
Based on the nature of study and its implications research is classified into different types.
Many researchers classify research into various categories based on various angles of
comprehension
 Applied Research
It is carried out to find solutions to a real life problem that needs immediate action or policy
decision. It is problem-oriented and action-directed which seeks immediate and
practical results.For example, any market research activity.
 Qualitative Research
It refers to a study based on qualitative data in order to get insights into problems
and their solutions. These involves direct observation of behaviour or going through
transcripts or undertaking unstructured interviews and subsequently analysingthem.For
example, interviewing ten CEOs for their crisis management systems and then analysing
the contents of the same.
 Quantitative Research
It refers to a study based on quantitative data in order to get an insight into problems and their
solutions. This research study measures variables using numeric scales and helps in
precise measurement of data, for knowing
trends for comparison study.
 Experimental Research
A research is conducted by comparing controlled experimental groups and controlling
one or more variable. While the consequence of one variable is observed the others are
assumed constant. Some of these are before and after studies and with or without
control groups, Completely Randomised Design(CRD), Randomised Block Design (RBD),
Latin Square Design (LSD), and factorial designs,etc.

21
  Survey Method
This is one of the most frequently used methods of gathering information
i applied social research. This process, through interviews, telephone or mail
survey with a view to analyse a given social dilemma and thereafter present the
solutions in the form of recommendations, involves a systematic and
comprehensive study of particular community, organisation, group, etc.It is
considered to be one of the most cost-effective technique. It encompasses
measurement procedures that involve asking questions to respondents.
Surveys like questionnaire or statistical surveys are used to gather data
about people, their thoughts and behavior.

4.3 Research Process

The instruments used for research are mainly questionnaires and interviews. A
set of questionnaires was presented to respondents. Because of its flexibility, it
is by far the most common instrument used to collect primary data. Questions
were carefully developed, tested and debugged before administrating in a large
scale.
 Primary data: The primary data will be collected by directly
interacting with the customer with the help of questionnaire. The
primary data will be collected directly from the company.
 Secondary data; Secondary data refers to data from internet,
newspaper, magazine.
4.4Research Sampling
The questionnaire is the main instrument for collecting data in survey research. Basically, it is
a set of standardized questions, often called items, which follow a fixed scheme in order to
collect individual data about one or more specific topics. Sometimes questionnaires are
confused with interviews.

22
4.5Research Gap

This project helped me as well as the company to find out the real satisfaction of consumer,
this help company to do well. Many researcher have done project on promotion technique
and marketing strategy but the company owner helped me to do this research as no one has
done still marketing strategy followed by L -MART

4.6 Research Limitations

 The study is based on a questionnaire method by including 100 people(edited)

 The study has been conducted within the boundaries of a particular branch of L-Mart
 The study has not been related to any other supermarkets.

23
 CHAPTER 5

DATA ANAYLSIS AND INTERPRETATION

24
 1. Monthly income level of customers.

Income level No of respondent Percentage

Below Rs.10000 25 25%
Rs.10000-Rs.20000 20 20%
Rs.20000-Rs.30000 50 50%
Above Rs.30000 5 5%
TOTAL 100 100%

No of Respondent
60 50
50
40
30 25
20
20
10 5 No of Respondent
0
0

0
00

00

00

00
0

0
0
.1

.2

.3

.3
Rs

Rs

Rs

Rs
0-

0-

e
w

ov
00

00
lo
Be

Ab
0

0
.1

.2
Rs

Rs

Interpretation

Monthly income level of customer below 10000 is 25%. 10000-20000 is 20%.Monthly income level

in 20000-30000 is 50% and above 30000 is only 5%.

2. How frequently do you visit L-Mart?

Visit No of Respondent Percentage

Twice in a week 40 40%

25
 Once in a week 25 25%
During special offers 25 25%
Whenever needs arises 10 10%
TOTAL 100 100%

Visitors

15
Twice a week
Once in a week
40 During special offers
Whenever needs
25 arises

25

Interpretation

No of respondent twice in a week is 40%.There are 25% respondent are once in week. 25%
respondent are during special offers .10% are arrive at store whenever needs arises.

3. Are you happy with Location of L-Mart?

No of Respondent Percentage

Yes 70 70%

No 30 30%

26
 TOTAL 100 100%

No of Respondent
80
70
60
50
No of Respondent
40
30
20
10
0
Yes No

Interpretation

No of respondent happy with location of L mart 70% and not happy 30%.Yes 70% and No 30%.

4. Does Wednesday style really affect your purchasing style?

No of Respondent Percentage
Agree 40 40%
Strongly Agree 25 25%
Disagree 15 15%
Not really 20 20%

27
 TOTAL 100 100%

No of Respondent
20

40
Agree
Strongly Agree
Disagree
15 Not Really

25

Interpretation

No of respondent agree to purchase on wednesday 40%. Srongly agree 25%. Disagree purchase
on wednesday 15% and not really 20%.

5. Which media influence by L-mart?

Media No of Respondent Precentage

Hoarding 15 15%
Newspaper 15 15%
Television 10 10%
Brouchers 60 60%
TOTAL 100 100%

28
 No of Respondent

15

Hoardings
Newspapers
15 Brouchers
Television

60

10

Interpretation

Number of respondent doing advertise through media like hoarding 15% ,newspaper 15%
television 10% and maximum respondent is given through broucher is 60%.

6. How is customer assistance of L-mart?

No of Respondent Percentage

Good 75 75%

Satisfied 10 10%

Average 10 10%

Any other 05 05%

29
 TOTAL 100 100%

No of Respondent
10
5
10
Good
Satisfied
Average
Any other

75

Interpretation

Number of respondent given to assistant of l mart in numbers good 75%,

satisfied 10%, average10%, any other 10%.

7. What is your satisfaction level?

No of Respondent Percentage
Highly satisfied 30 30%
Satisfied 30 30%
Neutral 40 40%
Not satisfied at all 0
TOTAL 100 100%

30
 No of Respondent

Highly Satisfied
30
Satisfied
40 Neutral
Not Satisfied at all

30

Interpretation

Satisfaction level given to customer and respondent are shown highly

satisfied 30%, only satisfied respondent also 30%, neutral satisfaction level

40% and not satisfied at all is zero.

8. Do you think that the service of discount offered by L-Mart attracts you for impulsive?

Yes 65 65%
No 35 35%
TOTAL 100 100%

31
 Sales

Yes
35 No

65

Interpretation

Services provided by l mart attract discount given to people attracts 65% of

respondent.

9. Do you feel that the goods sold in L-mart are relatively more costly than that of others

mall?

No of Respondent Percentage
Yes 15 15%
No 85 85%
TOTAL 100 100%

32
 NO OF RESPONDENT

15

YES
NO

85

Interpretation

The l mart providing goods and services are good than others and rates are

fair and respondent is given it charges more and respond came 15% yes

charge high and no 85%.

10. Which promotional offer do you expect from L-mart in future?

No of respondent Discount
Discount Offer 60 60%
Coupon 10 10%
Free Gift 25 25%
Credit card Discount 5 5%
TOTAL 100 100

33
 No of Respondents
70
60
50 No of Respondents
40
30
20
10
0
Discount Copuns Free Gifts Credit card discounts

Interpretation

Promotion offered by l mart and respondent got for discount offer 60% ,

coupon 10% and free gift provided 25%, credit card and discount 5%.

FINDINGS

1. Most of the customers buy their requirement in L- Mart on the basis of Weekly and monthly
basis. Customers realized that L- MART stores provide qualitative products/service with
reasonable price.

2. At present time L- MART provide different types of product assortments to the customers.

3. Continuously opening of L- MART chains in different major cities, increasing quantities of the
customers & profit show that L- MART most accepted name in organized retail chain in India.

4. L- MART mainly deal with middle income group people who want qualitative product with
reasonable cost.

34
5. L- MART has a good reputation of itself in the market.

6. L- MART has positioned itself in the market as a discounted store.

7. L- MART holds a huge customer base. The majority of customers belong to middle class family.

8. Impulse buying behavior of customers comes in to play most of the times in big bazaar.

SUGGESTIONS
 L- MART should include more of branded products its product category so as to attract the brand
choosy people to come in to L- MART.

 L- MART should provide large parking space for its customers so that they can easily park their
vehicles.

 It should make different cash counters for different customers. Cash counter and credit card
payment counter should be placed differently in order to reduce the rush and save the customer’s
time. This will be a kind of motivator for the customers of L- MART.

 The service of the sales person is needed to be improved. Personal care should be taken by the
sales person for the customers so that the customers feel good.

35
 During the off peak hour’s L- MART should provide some offers to its customers so that people
would be encouraged to come to L- MART during off peak hours. The customers who are
present in the mall during the off peak hours of L- MART will definitely go in to L- MART if
surprise offers are made at that time.

 Customer care department is needed to take proper care of customer complaints and queries. The
person sitting at the help desk of L- MART should be able to provide all necessary information
to the customers whenever it is required.

 The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to L-
MART during those days.

CONCLUSION

L- MART is a major shopping complex for today’s customers. It is a place where customers find
variety of products at a reasonable price. L- MART has a good reputation of itself in the market.
It has positioned itself in the market as a discounted store. It holds a huge customer base. The
majority of customers belong to middle class family. The youth generation also likes shopping
and moving around L- MART. Volume sales always take place in L- MART. Impulse buying
behavior of customers comes in to play most of the times in L- MART.
L- MART is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative

36
items, sport items, 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 L- MART.
As of now there are 34 L- MARTs in different cities of India, it seems that there is a vast growth
of L- MART lying as customers demand is increasing for L- MARTs.
L- MART is a hypermarket store where varieties of products are being sold on different product
category. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas all are available under one roof.
In Delhi it is the middle class people who mostly do marketing from L- MART. Even most of the
people do their monthly shopping from L- MART. People not only visit L- MART to do
shopping but also visit for outing purpose as it provides a very nice ambience to its customers.
As people go to malls they just tend to move around L- MART whether it is for shopping
purpose or for outing purpose. Grocery, apparels and food items are the products which are
demanded most by the customers of Delhi in L- MART. The major drawback of L- MART is
that it lacks in providing enough parking space for its customers. This may discourage the
customers to come to L- MART and shop as they face difficulty in parking their vehicles. Even
though some customers say that they don’t feel problem in parking their vehicle, it is because of
the parking space available to them by the mall. As it is surveyed it seems that the biggest
competitors of L- MART are the kirana stores, discounted specialty stores like Vishal mega mart,
Delhi bazaar L- MART, The Tata Groups (Croma), Reliance Retail, &Sabka Bazaar etc.

BIBLIOGRAPHY

BOOKS

1. Kotler Philip, marketing management, (Pearson education, 12th edition)

2. Malhotra K. Naresh, marketing research (An applied orientation), Research design,

(Prentice hall of India pvt. 5th edition)

3. Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)

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 4. Louden D.L. &bittadelia consumer behavior ( tata Mc. Graw hill, 4th edition )

5. Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)

INTERNET WEB PAGE

 Organizedretail.co.in

 Retail seminar.In

 Scribd.com

 Retailing.co.in

 Wikipedia.org

 Slideshare.net

ANNEXURE

Questionnaire
Respected Sir/Madam

I am student of MARTHAWADA MITRA MANDAL COLLEGE OF COMMERCE,

conducting a survey of 100 customers of L- MART. All the data will be kept confidential and
will be used only for analysis of the project. I request you to tick the option which in your
opinion believes to be true.

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Customers’ Name

Age:

1. Monthly Income Level

Below Rs.10000

Rs.10000-Rs.20000

Rs.20000 –Rs.30000

Above Rs.30000

2. How frequently do you visit L- MART

Twice in a week

Once in a week

During special offers

Whenever the need arises

3. Are you happy with the location of L- MART

Yes

No

4. Does the Wednesday sale really affects your purchasing style

Agree

Strongly agree

Disagree

Not really

5. Which media influence you to buy from L- MART?

39
Hoardings

Newspapers

Television

Brochures

6. How is the customer assistance in L- MART?

Good

Satisfied

Average

Any other

7. What is your satisfaction level rate about “services” provided byL- MARTHighly
satisfied

Satisfied

Neutral

Not satisfied at all

8. Do you think that the service of discount offered by L- MART attracts you for impulsive
buying?

Yes

No

9. Do you feel that the goods sold in L- MART are relatively morecostly than that of other
malls?

Yes

No

10. Rank the following features that encourage your purchase in L-mart on a scale of 1-10

Quality goods

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Price

Promotional tools used

Location

Facilities

Good brand

Ambience

Convenience

11. What is your overall satisfaction level rate about services of L- MART?

Highly satisfied

Satisfied

Neutral

Dissatisfied

12. Which promotional offers do you expect from L- MART in the near future?

Discount offer

Coupons

Free gifts

Credit card discount

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