Академический Документы
Профессиональный Документы
Культура Документы
By
2020070329
A THESIS ON
By
2020070329
the requirements of
I Tajinder Pal Saini hereby state that this Project Report has been
submitted to Lovely Professional University in partial fulfillment
of the requirements of MBA (Master of Business Administration)
Program Class of 2009.
Date: 15 /5/2009
Tajinder Pal Saini
Place: Phagwara
(2020070329)
CERTIFICATE
Date: 15/5/2009
Ms.Gurdeep Kaur
Place: Phagwara
(Faculty Supervisor)
Phagwara
ACKNOWLEDGEMENT
2020070329
ABSTRACT
INTRODUCTION
Retailing Overview
Objectives
Limitations
Benefits to.
Retailing Overview-
Pharma
Entertainment Durable 2%
1% 10%
Home
3%
For every industry, its product range and varieties are the best
way to attract and retain customers. That’s why this concept of
merchandise and assortment planning emerged and now most of
retail organizations focusing on this for being alive in the market.
The retailer must make decisions regarding the merchandise
offered depending on the sales targets and financial objectives of
the store. Merchandise comes in a variety of sizes, colors, makes
and models. Retailers should be very careful while deciding on
the amount of stock to be maintained in each category, if large
stocks are maintained in a particular category, there may not be
sufficient resources left for providing a deeper assortment of
goods. Hence, the retailer should establish a trade-off between
the type of categories or assortment and the inventories being
maintained. This is called merchandise assortment planning.
EXHIBIT: C
Colors Light blue Dark blue Light blue Light blue Blue
Black Indigo Black Black Black
Need
Scope
Category management,
Financial objectives,
Sales forecasting
Tarun kumar in his article stated that The arrival of global retail
giants on Indian shores has spurred their unassuming suppliers
based in India even before their setting shop here.
Most top retail chains are either outsourcing their work to third
parties in India or opening captives centres here. And it's been
happening for sometime now. For example, UK-based chain
Tesco, has set up a back office - Hindustan Service Centre in
Bangalore - with a headcount of 2,000 people. Target, a US-based
retailer has a captive centre in Bangalore and plans to expand it.
Marks & Spencer, Sainsburys, Best Buy - all have outsourced their
work to India.
And apart from these all stated objectives my first and foremost
objective was to acquire the practical knowledge about the
Merchandise Assortment Planning like how these retailers do this
process for their survival and how they fulfill demands of
customers.
Since the results will draw on the basis of Information which will
be provide by the respondents; chance of response error might
possible. Disinterest of customers may generate non response
while collecting data.
BENEFITS
To Self-
Knowledge earning.
To companies-
This report will be beneficial for companies and outlets too
because from this report they get to know about their customer’s
preferences.
From this report they will get the knowledge about required
changes in their strategies and customer base.
To customers-
They will get to know about retailer’s strategies and their work
process.
From this report they can say their views and their opinions about
these retailing strategies, so it is beneficial for them to make all
required changes in system.
RESEARCH METHODOLOGY
For the perfect thesis one has to know each and every aspect of
the concept thoroughly. And then for merchandise assortment
planning one has to get update with the latest trends and all
factors which are continuously affecting these decisions. So
acquiring the data regarding this I gone through by several things
like:
Books;
Magazines;
Journals; and
Web site.
Data collection.
RESEARCH DESIGN
Customers,
And all the sources I got to know by the proper guidance and
immense knowledge and experience of my faculty supervisor. So
these are the main sources of my project study.
SAMPLING PROCEDURE
DATA COLLECTION
DESIGN OF QUESTIONNAIRE
PILOTING BASED ON
QUESTIONNAIRE AFTER
FEEDBACK
REDESIGN THE
QUESTIONNAIRE
QUALITY CHECK
GETTING QUESTIONNAIRE
FILLED
CORRECTION OF DATA
DATA ENTRY
DATA CLEANING
ANALYSIS
FINDINGS, RECOMMENDATIONS
& CONCLUSION
EMPIRICAL ANALYSIS
Growing economy, globalization, retail trends, increasing income
levels, healthy life-style, technical advancement; these are some
of the factors which are continuously affecting every business
segments. So we can say this is a golden period for business
world. But on the other side because of increasing competition,
inflation, high customization; these business persons are finding
some new and effective ways to overcome these problems. And in
apparel segment, it is world’s biggest business industry. Clothing
is one of the basic needs of a common person. So in every
circumstance, this is a sector which is definitely going to make
profit.
About retailers-
Retailers are very much aware about this and they are making
their all strategies according to it.
And it is not a story of only big giants, even small players and
traditional shopkeepers also now adopting these strategies to
attract and retain customers.
Now a customer can find all those features and product which he
thinks, in a single store only because of these planning. For
example, in a single outlet a range of various styles in various
sizes in various colors product is available. (apparel segment)
Before these decisions a retailer considers so many other factors
too like sales targets, financial objectives etc.
And Mr. Gagandeep said they prefer mainly the discounts or any
offers in outlets. According to him because now in market all
companies are providing a good and similar quality, so why not
we go for a discount store.
Mr. Deepak Bhardwaj said he prefer the goodwill/ brand name for
purchasing any new apparel. As he said he prefers Peter England
and John Players more than Koutons or Cotton County.
Miss Anisha said when John Players launched their new segment,
Miss Players, from that time she prefers Miss Players outlet for a
new purchase.
And according to Mr Suresh, because of Hrithik Roshan, as a
brand ambassador of John Players, he also prefers John Players.
Researcher went to all those sample units for collecting data and
found data from direct interviews and surveys from customers
and retailers.
Q.1. Tell me something unique about your outlet and brand and
about your vision and mission?
Ans.- For answering this questions, all retailers told about their
own outlet’s specialties.
And on other side some brands are there, those focuses on all
family apparel needs like Sportking, Monte Carlo, Priknit, Cotton
County, Koutons.
Same as Gini & Jony and Lilliput focuses only on children’s
apparels.
Q.2. Which is your target market and what you doing to capture
it?
And they are adopting so many strategies for it, like pricing
strategies, promotional strategies and most important
merchandise assortment planning decisions.
Financial Objectives
GMROI figures
Q.4. Is there any proper strategy you are adopting for these
decisions?
Ans.- Some stores have their own strategic plans for capturing
market and company’s management also helps these store
owners in strategic planning. As all brands have their own vision
and mission so mainly these apparel store owners also adopting
same strategies for them. But as all customers have their own
specialties so these retailers also have to change their strategies
according to their own localities.
As these retailers are getting their own sales plan for every year
and for every month from companies. Then they make some
modifications in the plan according to the local circumstances.
Ans.- Yes this thing is also very important for any apparel retailer.
Sometimes because of brand’s image and influencing customers
they have to keep that merchandise also which have no demand
in market but often they prefer only that merchandise which has
demand in local market.
Q.7. Are all decisions related with your outlet’s merchandise are
independently taking by you or is there any interference or
support by company’s side also?
Q.8. Do you think your plans are going well according to your
expectations?
62 people from total 100 customers said this. And others prefer
branded clothing.
Q.2. What factors you are considering before taking any apparel
purchasing decision, most-
Price,
Variety
Quality
Looks
Fashion/trend
Q.3. Are you satisfied with the services and varieties of products
provided by these apparel outlets?
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
.
Q.4. Which apparel outlet you prefer most for buying clothing?
(To college/school going youths.)
Spykar
Tommy Hilfiger
Adidas
Reebok
Sportking
Monte Carlo
Koutons
Cotton County
Ans.-
Q.5. Which apparel outlet you prefer most for buying clothing?
(To young professionals.)
John Players
Peter England
Koutons
Cotton County
Monte Carlo
Ans.-
Q.6. Which apparel outlet you prefer most for buying clothing?
(For children apparel purchasing)
Lilliput
Ans.
Q.7. Do you think in organized retail store, a customer have less
opportunities for bargain, less number of choices, high prices,
less knowledge and so many other negative factors?
Yes
No
Ans.-
Q.8. Then what you think is this new retailing scenario good for
India? As in India, literacy rate is so low, people are not so much
aware about new retail concept. So in this time is it has a good
future in India or not?
Yes, definitely
Ans.-
Q.9 So do you want to keep your loyalty with your favorite brand
or can switch?
Brand loyal,
Nothing like loyalty, just like this brand (on the base of past sales
and observation) but can switch if found any other good option,
Ans.-
Q.10. If you have to give marks to your favorite brand from out of
10, then how much will you give?
Ans.
10 19
9 21
8 12
7 16
6 11
5 7
4 6
3 5
2 3
1 0
MARKSGIVENBYCONSUMERSTOTHEIRFVORITEBRANDS
0
2 3
3
4 6
7
MARKS
6 11
16
8 12
21
10 19
0 5 10 15 20 25
NUMBEROFCONSUMERS
Conclusio
n
CONCLUSION:
That’s why in a city like Jalandhar also, retailers are very much
aware about these things and they are doing their business
according to it. And here also customer can get all those qualities
and varieties which before some years they were only thinking in
dreams or watching in TVs, Movies. Now all branded items
available here only because of emerging market situations and
customer-friendly market.
And all other brands are still there in market and fighting each
other for attracting more and more customer market towards
them. And this high retailing scenario affects traditional
unorganized outlets business too and now they are also giving a
high competition to these organized retailers.
So for keep their presence with a great margin of profits also, all
organized and unorganized retailers are facing a high cut-throat
competition with each other. Here same famous Darwin’s Law (on
Evaluation Theory) is applicable on retailers also,”the most
powerful and quick updating creature, according to the
circumstances will remain alive and others who couldn’t adopt
themselves according to the changing environment, will be
finished.”
Appendix-1
Tell me something unique about your outlet and brand and about
your vision and mission?
Which is your target market and what you doing to capture it?
Is there any proper strategy you are adopting for these decisions?
Appendix-2
Price,
Variety
Quality
Looks
Fashion/trend
Highly Satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
4)Which apparel outlet you prefer most for buying clothing? (To
college/school going youths.)
Spykar
Oxemburg
Adidas
Reebok
Sportking
Monte Carlo
Koutons
Cotton County
5)Which apparel outlet you prefer most for buying clothing? (To
young professionals.)
John Players
Peter England
Koutons
Cotton County
Monte Carlo
6)Which apparel outlet you prefer most for buying clothing? (For
children apparel purchasing)
Lilliput
Yes
No
8)what you think is this new retailing scenario good for India? As
in India, literacy rate is so low, people are not so much aware
about new retail concept. So in this time is it has a good future in
India or not?
Yes, definitely
9)So do you want to keep your loyalty with your favorite brand or
can switch?
Brand loyal,
Nothing like loyalty, just like this brand (on the base of past sales
and observation) but can switch if found any other good option,
10)If you have to give marks to your favorite brand from out of
10, then how much will you give?
Ans. - ……………………………………………
Appendix-3
Black Deep
blue
Appendix- 4
Ladies Wear
Knitted/
A set of garments other than suits made up of same
Woven
fabric. This set covers upper & lower part of body.
Ensemble
Overall Pants with a bib top & suspender straps over the
shoulder which close at the back.
One piece sport suit or jump suit with shirt & shorts
Romper or bloomer joined by waistline seam. May have
elasticized waist.
Appendix-5
Men's Wear
Hip length jacket with drawstring hem & waist with zip
Anorak front. Often quilted or fur lined, designed for cold
weather.
Jacket with a low waist line & usually shorter than hip
Blouson length and gathered into flat waistband or pulled by
drawstring.
Night
Styled for sleeping time and worn over night suit. It is
Gown /
generally made of silk or cotton. With string fastening
Dressing
at the waist.
Gown
REFERENCES
Retail Managemen,lewin
Journals:
Algie, J. & Korlimbinis K. (2005), “Improving The Store Design Of Male Fashion
And Apparel Retailers”, ANZMAC conference,
http://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/cd-site/pdfs/4-Retailing/4-
Algie.pdf [viewed on 05/03/09]
Darley, W.K. & Su Lim, J(1999), “Effects of store image and attitude toward
secondhand stores on shopping frequency and distance traveled”,
International Journal of Retail & Distribution Management, Vol.27, pp311-318
Mattila, A.S. & Wirtz, J. (2001), “Congruency of scent and music as a driver of
in-store evaluations and behavior”, Journal of Retailing
North, E.J. & Kotze, T (2003), “The importance of apparel product attributes
for female buyers”, Journal of family Ecology and Human sciences, vol. 31
Paulins, V.A. & Geistfeld, L.V. (2003), “The effect of consumer perceptions of
store attributes on apparel store preference”, Journal of Fashion Marketing
and Management, Vol. 7, pp371-385
Visser, E.M., Prez, R.D. & Noordwyk, H.J. (2006), “Importance of apparel store
attribute: Perception of female customers”, Journal of Industry psychology,
vol. 32(3), pp.49-62
www.cygnusindia.com/pdfs/TOC-Indian%20Retail%20Industry.pdf[viewed on
25/02/09]
www.google.com
www.wikipedia.com
www.johnplayers.com
www.koutonsindia.org
www.cottoncounty,com
www.customerresearch.com
www.researchindia.org
www.adidas.com
www.priknit.com
www.rbk.com
www.lilliput.com
www.oxemburg.com
www.montecarlo.com
www.answers.com
www.managementjuice.com
www.businesscases.com
www.prenticehall.com
http://www.indiainbusiness.nic.in/
GLOSSAR
Y
GLOSSARY
Chain Stores- Stores that have two or more retail outlets that
are commonly owned and controlled. These stores have a
centralized buying, and merchandising system and sell similar
lines of merchandise.