Launch of Doorstep Service
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KCMS Consumer Behaviour
Page no. 1
UPROJECT ON 0BUCONSUMER BEHAVIOUR
1BULAUNCH OF
2BUDOORSTEP SERVICE
3BUK.C. COLLEGE OF MANAGEMENT STUDIES
4BUADVERTISING & PUBLIC RELATIONS – B
5BUPROJECT BY
DHARA DABHI ROLL NO: 66
KCMS Consumer Behaviour
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6BUINDEX 1. History of the Company..................................3 -4
2. About Service...................................................5
3. USP..............................................................6-8
4. Co – Partners .............................................9 - 10
5. Product Range ............................................11 -13
6. Outlets......................................................14 -21
7. Mode of Operations....................................22 -28
8. Advertising campaign..................................29 -34 9. consumer pole ...........................................35 -36
10. Segmentation of Market............................37 - 38
11. Buying benefits ............................................39
12. Buying behavoiur...........................................39
13. Target Audience.............................................40
14. Starategic Loaction ........................................40
15. Conclusion.....................................................41
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UABOUT COMPANY
UDOOR STEP Doorstep Corporation was established in 1966, the DoorStep
Group has attained a reputation of being a leader domain related
in the food with operations in contract foodservice, foodservice
distribution, retail solutions, logistics, food vouchers and exports.
HTUDoorUTHStep Customer Services Pvt Ltd
DoorStep Pvt Ltd
DoorStep Hospitality Services Ltd
UDoorStep Customer Services Pvt Ltd:
DoorStep Customer Services Pvt Ltd (DCSPL) is in the business of
front end retailing. This company owns & manages "DoorStep
SuperMarket" stores in Mumbai. For more information, please visit
HTUwww.doorstepsupermarkets.com UT
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UDoorStep Pvt Ltd
DoorStep Pvt Ltd provides a distribution and logistics platform to
service the needs of the customer in the retail, foodservice &
hospitality industry. For more information, please visit
HTUwww.doorstep.com UT
DoorStep Hospitality Services Ltd
DSHS offers Food Service & Hospitality Solutions, Integrated
Facilities Management and Vending Solutions to its clients across
sectors like Business & Industry, Healthcare, Education, Offshore,
Maritime & Remote Sites and Travel, Retail & Leisure. Integrated
Facilities Management and Vending Solutions are managed by
Service brands, UNISOL and I–Vend respectively. For more
information, please visit HTwww.dshs.co.inT
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Pioneering in service sector to provide everything @ ur doorstep
at anytime.
Profits are earned in the longer term of operation. i.e a very HIGH
TURNOVER and operating on REDUCED MARGINS.
The basic principle of operation is successful as it is simply a
service provider and is not dependent on any mediators for day to
day purchasing. The complete procurement activity is
systematically tied up with direct manufacturing units/ farms thus
eliminating all mediator overheads and operation costs and thus
able to meet the customer’s doorstep requirements at budget
prices.
All Statuary requirements are met and are followed as a firm and
operate on ISO guidelines and various other standard agencies.
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UNIQUE SELLING POINT (USP)
HOME Delivery :
@DoorStep goes the Eco-Friendly way with its Home
delivery.
@DoorStep is committed to extending high standards of
customer service even beyond shopping through our Home
delivery service. Our aim is to delight our customers through
timely delivery of goods, every time.
@DoorStep’s home delivery service is aimed at setting the
industry benchmark. The mantra of 'Delivery on Time-Every
Time' is what underlines the service. Also to ensure that the
service standards are raised and not compromised Hyper
CITY has decided to manage the process in-house.
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Doorstep provides best customer service and an amazing
hotline shopping experience which is the goal of our
Company.
@DoorStep Customer can place their order over phone call,
SMS, or through logging into our website i.e.
HTwww.aturdoorstep.com TH.
@DoorStep Goods are delivered at your doorstep as per
your convenience round the clock.(24x7)
Quality Assurance, Food Safety and Hygiene are of
utmost importance across all the Foodland Fresh stores. To
ensure that there are no compromises on this front, In the
complete process, we ensure that the following is taken care
of:
We have an established cold chain in place which maintains
ideal storage conditions from the point of origin to the
Foodland Fresh stores
At the stores, all food and grocery items are packed, stored
and displayed in optimal conditions
We have an extensive training program for our stores staff
on areas such as product knowledge, product handling,
display, hygiene and sanitation
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We maintain the highest level of cleanliness, hygiene and
sanitation in all our stores
We adhere to the food safety and quality norms laid down
by the government from time to time
Quality inspections and checks are conducted at regular
intervals to ensure that the quality, safety and hygiene
standards are maintained across all Foodland Fresh stores
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CO – PARTNERS
Ours is a unique and innovative retail concept based on pure
Indian needs state, extreme service orientation, localization and
selling quality products at fair prices.
Looking for a store or service that stocks all the merchandise you
need for your daily needs? Be it groceries, home & personal care,
bakery products, fruit or vegetables you'll find them all at your
neighborhood now, at Spinach stores. For the non vegetarians, in
select locations we have exclusive range of meat, poultry, fish &
seafood, fresh and frozen, in a separate section.
India’s Biggest Companies who have set a benchmark in catering
customer’s Food & Grocery requirements around the country. They
cater consumers the Tbest range, availability, price, promotions
and serviceT in neighborhood food and grocery retailing. A wide
range of branded items are sold Tbelow MRPT in Foodland Fresh
stores. There is a Tvery high.3 emphasis on food safety and
hygiene.T The store also offers THome DeliveryT to customers in the
respective catchments.
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Our Co – Partners are:
1. FOODBAZAAR - (FB)
2. FOODLAND – (FF)
3. SPINACH - (SP)
4. HYPERCITY - (HC)
5. RELIANCE FRESH - (RF)
6. D MART - (DM)
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PRODUCT RANGE
1. Fresh Fruits & Vegetables
2. Non –Veg
3. Bakery
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4. Food
Oils ghee vanaspati
Grocery
Upvas items incl Gur / Khopra
Sugar
Biscuits n bakery
Namkeen
Dairy products
confectionary
Beverages (cold drink water fruit)
papad / pickle / fryum
Jam jelly ketchup
Instant food / ready food / ready to eat
Baby food health food health drink
dry fruit
spices
Tea Coffee
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5. Non – Food
Dental care
Bath soaps
Shaving needs
Talcum powder
Hair care
Cosmetics
Sanitary napkin diaper
Washing aids
cleaning material
Pooja items
paper products (party zone)
insecticide and mosquito repellents
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OUTLETS
We give you an opportunity to maintain your Brand Loyalty. You
can choose your preferred Outlet:
Location Code No Infinity Mall, 1st Floor, Link Road Andheri -West
FB1
The Hub Mall, Western Express Highway, Goregaon -East
FB2
Daftari Road, Malad
FB3
Evershine Mall, New Link Road, Malad -West
FB4
Phoenix Mills Compound, Senapati Bapat Road, Lower Parel – West.
FB5
Prime Mall, Petrol Pump, Vile Parle -West.
FB6
Hi Life Mall, Feroz Shah Road, Santacruz -West
FB7
Centre One Mall, Sector 30/A, Vashi
FB8
5, Fountain Square Mall,Sector 7, Kharghar
FB9
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Location Code No New Link Road, Next To Inorbit Mall,Bangur Nagar, Goregaon West,Mumbai
HC
Location Code No Palm Court Complex, Link Road, Next To Croma, Malad West, Mumbai
DM
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Location
Code No
HP Speed Mart,Car Care Center, Near Priyadarshini Park, Mumbai
FF1
Mermaid,Next to Hotel Palmgrove, Juhu Tara Road, Juhu, Mumbai
FF2
Excel Service Station,HPCL Petrol Pump, S. V. Road, JVPD Scheme,Vile Parle (W)
FF3
Paradise Building, 'E' Wing, Raheja Vihar, Powai, Mumbai.
FF4
ZA Tower, Raheja Rd., Off Yari Rd., Versova, Mumbai.
FF5
Sheetal Darshan,Sheetal Nagar, Mira Road (E),
FF6
Mira Plaza Bldg, Opp. Bata Showroom, Near Sanghvi Nagar, Mira-Bhayander Road, Mira Road (E).
FF7
Madhav Shrushti,Near Khadak Pada Circle, Godrej Hill, Kalyan.
FF8
All Car Services,HP Petrol Pump, Opp St Agnes High School, Clare Road,Byculla
FF9
Shramik Co-op Housing Society, Bldg No - 2,Near Sahakar Theater, Tilak Nagar,Chembur
FF10
Madhuvan Bldg., RHB Road, Next to Rudraksha Gym, Mulund (W).
FF11
Vihang Garden, Near Mahesh Lunch Home, Pokran Road No 1, Thane(W)
FF12
Maithili’s Elegant, Palm Beach, Sanpada,Navi Mumbai
FF13
Kalpataru Arcade, Sector 4, New Panvel.
FF14
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Location
Code No
Channel Classic, Plot No 91, Sector - 4, Kopar Khairane, Navi Mumbai
FF15
Tower No 1,Sagar Darshan, Sector 18, Nerul (W)
FF16
Trimbak Palace,Gograswadi, Patharli Road, Dombivali (E)
FF17
Shop No. 3 - 5, Gr Floor, Keswani Complex, Plot no. 274, Opp Chopra Court, Camp 3, Ulhasnagar.
FF18
Labh Avenue, Sector 11A Opp Carmel Convent School, Kalamboli, Navi Mumbai.
FF19
National Palace 2,Old Mumbai Pune Highway,Panvel
FF20
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Location
Code No
Ambika Tower Ground Floor, , Plot No. CTS No. -317, Mogra, Andheri (East)
SP1
7 BunglowNew Siddharth Co-Op.Hsg, 7 Bunglow, Andheri (West),
SP2
Ground Floor, Madhava Bldg, Bandra Kurla Complex, Bandra (East)
SP3
Shoeb Manzil, CTC C-680, Perry Cross Rd, Kantwadi,Bandra (West)
SP4
Ground Floor, Aditya Apts,New Link Road, Chikoo Wadi,Borivali (W),
SP5
Charkop 2, MHADA Suprime Trade Centre,Sector 1,Charkop,Kandivali(W)
SP6
Gayatri Satsang,120 Civil Road, Thakur Village Kandivali (East),
SP7
Swamini Building,Pimpri Pada, Water Tank Road, Malad (East)
SP8
Olympia Building, E Wing, Poonam Sagar,Mira road (E), Thane
SP9
Kulraj Shopping Mall & Multiplex, Opp Holy Convent School, Evershine Nagar,Vasai (East)
SP10
Runawal vihar, Runawal complex, Aagashi road, Boling,Virar (West)
SP11
Krushal Commercial Complex, Next Shoppers Shop,Mahul Rd,Chembur,
SP12
Dattamilan co op society,Gajbandhan, Pathroli, VijayabankManpada Dombivali(East)
SP13
Regency avenue,Shop no 1-10, SP14
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Location
Code No
Santoshi mata road,Kalyan (W) Gr Floor, Surendra CHS,Hira Nagar, Nahur Road,Mulund (W)
SP15
Golden Crown, Off Ghodbunder road, Hiranandani Estate,Thane (W)
SP16
Gurudatta co op Hsg society,Sector no 8-A, Airoli,New mumbai
SP17
Twin Tower,Sector 20, Plot No. 57, Kharghar, Navi Mumbai
SP18
Meridian ApartmentPlot No 25 and 27, Sector No 6Nerul west, Navi Mumbai
SP19
Shree Ballaleshwar, Sawarkar Chowk, Panvel
SP20
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Location
Code No
Crystal Paradise Mall, Siddhi Building, Veera Desai Road,Andheri - West
RF1
Framroze Court, Dada Saheb Phalke Road Dadar East
RF2
Jayant Apartments, Sanghvi Plywood, Tardeo Road,Tardeo
RF3
Tower Number 6, Swadeshi Mill Compound Chuna Bhatti
RF4
Spring Avenue, Khadakpada Road Kalyan
RF5
1, Brahman Society, Murbad Road Kalyan
RF6
Sanskar Tower, Ground Floor, Panchpakhadi ,Navpada Thane
RF7
Gagan Galaxy Apartment, Ground Floor, Evershine City Vasai Road West
RF8
Narayani Kutir, Hamara Bazaar, Sixty Feet Road ,Bhayandar West
RF9
Shop Number 1/6, Building No. 55/A, Brindavan Society,Thane West
RF10
Manu Krupa Bungalow, Manvelpada Road,Virar East
RF11
Shri Sharnum Building, Ground Floor, Hiranandani Estate, Ghodbunder Road Manpada ,ThaneWest
RF12
Spring Avenue, Khadakpada Road Kalyan,Thane
RF13
Jai Jagdamba Commercial RF14
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Location
Code No
Housing Society, Charai,Thane Vishnu Prasad Complex, PP Marg Virar Thane
RF15
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MODE OF OPERATION: CONTACT BY PHONE:
We're easy to contact by phone - no electronic voices and no call
waiting. Our customer support is manned by dedicated call centre
personnel, who can take decisions and resolve your problems.
Following are the Steps:
Please call our customer support hotline at 1100 – 2200.
Select your vender by pressing the Vender Code No.
Press 1 for selecting Food Bazaar (FB),2 for Foodland
Fresh(FF),3 for Spinach (SP),4 for Hyper City (HC) ,5 for
Reliance Fresh (RF)& 6 for D Mart (DM). for e.g. You choose
to order your grocery from Food Bazaar then press 1 for FB
or 5 for Reliance Fresh (RF)
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After selecting Food Bazaar (FB), you need to select a outlet
from your vicinity ,you wish to place your order from from
Infinity Mall ,Andheri-West i.e. FF1.Press 1, or from Center
One Mall,Vashi Then press 8.
Our Customer Service Representative will help you to place
your order.
After placing an order You will be provided with your Order
No & total bill amount.
Kindly register the convenient delivery time & mode of
payment.
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CONTACT BY SMS:
Please send us a SMS at 1110
SMS us code no of the outlet you choose to place your order
from. For e.g. your vender is. Spinach (SP) & Outlets you
choose to place your order is SP5 i.e. Bandra –Kurla
Complex
SMS ORDER to 1110
Our Customer Service Representative will respond within 3
hours through computerized voice messaging machine.
Your order will be recorded in the computerized voice
messaging machine.
You will be receiving a confirmatory SMS regarding your
Order No. & your total bill amount.
Please note of your order is not recorded properly then your
order will not be confirmed & Customer will not receive a
confirmatory SMS.
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Kindly register the convenient delivery time & mode of
payment.
Goods will be delivered at the mentioned address at your
convenient time.
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ONLINE:
You can place your order by logging in to our website i.e.
HTwww.aturdoorstep.com TH.
Choose a option of PLACE an order,
Choose your vendor, for e.g. Foodland Fresh
Choose your Oultet in your vicinity for e.g. If you wish to
palce your order from Foodland Fresh Outlet located at tilak
Nager select FF 12.
After placing an order You will be provided with your Order
No & total bill amount
Kindly register the convenient delivery time & mode of
payment.
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CONTACT BY EMAIL:
Please send us an email at the following address and we will
respond within one working day. If you are contacting us about an
order you placed, please mention the order number in the subject
line. Kindly contact us at HTsupport@aturdoorstep.com T
Not receiving our replies?
If you have tried to email us in the past but you're not receiving a
response from us, it's possible our email replies are being blocked
by your email program or by your internet service provider (ISP).
Many email programs provide protection against spam or bulk
mails, but sometimes even legitimate commercial emails, like an
email from our customer support department or automatic order
status notification emails, can get blocked by mistake. If you think
this is happening to you, consult the help section of your email
program and see how to relax or open up the settings that filter or
block email that you receive. Also, see if you can find any email in
folders called ‘spam’ or ‘bulk’. Or contact your network
KCMS Consumer Behaviour
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administrator or internet service provider for advice on loosening
your email filter settings. Once you've done that, email us again
and we'll gladly answer your questions again. If you still don't
receive a reply, email us again and ask us to telephone you.
KCMS Consumer Behaviour
Page no. 29
ADVERTISING CAMPAIGN:
Television
Print Media
FM Radio channels
Hoardings
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Page no. 30
TELEVISION Mr. John De Vice President working with PHILIPS. a leading MNC.His wife Mrs. Rita De GM HR professional working with leading MNC.
Both have lots of work pressure & deadlines to meet. Too busy with their professional lives.
Scene - I
Rita calling her husband on Saturday at 8.30 pm, just before going to an important meeting.
Rita : Hie…. Sweetheart…. John : Hey Sweetie….. Rita : areeee…..I forgot to inform you…. Mom & Dad are coming tomorrow for stay over… John : Okey…that’s a good news…so…. Rita : Darling could you manage to buy grocery…. coz there is nothing at home…..we had planned to buy it on Sunday but as mom dad are coming ……. I got to go for urgent meeting rite now….. mere pass time nahi hai abhi… John : Oh Gosh…. ab Kya karenge ?….Its okey….chal I’ll manage Rita : Oh …Thank You sweetheart….see you at home…. I’ll be bit late…. John : Oh Okey….See you
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Scene – II
John is bit worried as there is lots of work and doesn’t have time to go buy grocery .He is trying to rap up the work, as he needs to go to supermarket. Meanwhile his colleague (Mr. Tanmay Shah) passed by & asks him…. Tanmay : Hey Dude …kya hua? You seem to be in a hurry John : Haan yaar ….Mom- Dad are coming tomorrow morning & I need to go for grocery shopping… Tanmay : Oh…tension mat le yaar….Call “““ @@@ UUUrrr DDDoooooorrrSSSttteeeppp “““ John : Oh…what is that ? Tanmay : You can place your order through call SMS or online they deliver goods as per your convenience John : Haan par…muje toh ghar pahuchte late ho jayega…. Tanmay : They deliver goods at time specifed by you….. they can deliver goods at 2 am even… John : That’s great……..They are making our life easier Tanmay : Call 1100 -2200 or log on to HTwww.aturdoorstep.com T John : Thanks dude…. Tanmay : Anytime…
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FM RADIO CHANNELS
An old couple,Mr Vinay Malhotra & Mrs. Malhotra, living alone in this tinsel town. Old lady denies to go to super market to buy the grocery.Due to her old age now it is becuiming bit difficult to go & shop at super market. Mrs. MAlhotra : Ab mujse ye nahi hota… Mr. MAlhotra :Kya hua lekin ??????? Mrs. Malhotra : Mere joodo me dard badta hi jar aha hia… Mujse ab ye supermarket jaa kar saman kharida Nahi jaata…
Mr. Malhotra : Are Bhagvan … toh apne niche Kiranewale se mangvalo Mrs. Malhotra : Nahi, Woh supermarket ka saman kifayti aur behtar hota hia Bell Rings “ Ding Dong “ Mrs. Malhotra Opens the door. There enters a neighbour….Mrs. Hemani Shah. Mrs Malhotra : Aao beta….kesi ho ? Hemani : Bas thik hu…aap kuch apreshan lag rahe hai Mrs. Malhotra : Kuch nahi beta…ab ye supermarket k baat per hum bahes akr rahe the……muje ab nahi hota Hemani : Auntyji…..me aapko yahi batane aayi thi…ab “““ @ Ur DDDoooooorrrSSSttteeeppp “““ hai naa... Aap ab ye sab saman ghar mangva sakte hai…..woh bhi in supermarkets se wahi unke saste damo me….. Mrs. Malhotra : Kya baat hai…ye toh badi achhi baat ho gayi
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PRINT MEDIA
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HOARDINGS
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CONSUMER POLL
Name: Sex: M F Address:
1. From where do you purchase your monthly grocery?
Kirana Store Supermarkets Other 2. How many members are there in your family?
2 2-5 5-8 8-10 3. What is your yearly income?
Less than 2 Lacks Btw 2 Lacks – 5 Lacks Btw 5 Lacks – 7 Lacks more than 7 Lacks 4. What is your Occupation?
Business Service Retired Student 5. How much amount do you spend on grocery every month?
Less than 2000 2000-5000 500-8000 8000-10000 6. What do you prefer Supermarket or Kirana store
Yes No
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7. How do you place your order?
Over Phone personally
8. Do the kirana shopkeepers deliver goods on time?
Very few times Sometimes Most of the time
9. How do you rate service provided by the kirana shopkeeper?
Excellent Good Poor 10. Do the kirana shop supply’s the same quality of good which are
available at Supermarkets?
Good Better than Supermarkets Poor Not as good as Supermarkets 11. Do Kirana shops provide more discounts than Supermarkets?
Very high high less same as Supermarkets 12. Do Kirana shops come up with different schemes/ offers as
Supermarket? Yes No
13. IS it Cost effective? Yes No
14. Do you look for some better options for your monthly grocery shopping?
Yes No
15. Do you believe in purchasing high quality goods at lower prices? Yes No
KCMS Consumer Behaviour
Page no. 37
SEGMENTATION
DEMOGRAPHICS :
Age – 20 to 60
Sex – Male & Female
Income,Occupation,Education
A1,A2,B1,B2,C
Sec A1 & A2
�25% of Total population (A & B).
50% is in executive position.
50% are businessmen/industries
Most of them are graduates or Post graduates
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Sec B1 & B2
� Employed at clerical or supervisory
Level (46%).
Businessmen / industrialists 10%.
Graduates or post graduates 45%.
Education till 10th or 12th 38%.
College education 13%
SEC C
21% of total population
Employed at supervisory or clerical level 37%
Skilled workers 33%
Petty traders 12%
Shop owners 18%
Educated till 10th or 12th 75%
Educated till max. 9th 25%
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BUYING BENEFITS
Quality level
Service level
Economy / cost
Buying & using convenience
BUYING BEHAVIOR
Regular or special occasional buyer
Light, medium or heavy buyer
Readiness stage :
Unaware, aware & informed
Interested, desirous & intending to buy
Loyalty status : None, medium & strong
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TARGET AUDIENCE
Old Age
Working People
Students Staying in hostles or away from their homes
STRATEGIC LOCATION-MUMBAI
Tinsel town & business capital of India
Living standards of the people quite high
Potential market (Population, education etc)
Disposal income is quite high compared to other cities
% of earning population are more
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CONCLUSION:
THIS IS WHAT WE CALL "WESTERNIZING INDIAN WAY OF RETAILING" OR "MAKING THE BEST OF BOTH WORLDS"......JUST FOR YOU .
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