aditya brial

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GAUHATI

UNIVERSITY

A Training Report submitted in partial fulfillment of the requirements for the

award of Degree of the Bachelor of Business Administration (Industry

Integrated), Gauhati University on

CUSTOMER PERCEPTION AND ATTITUDE TOWARDS MORE

RETAIL STORE [ABRL]

Under organizational Guidance of: Under Institutional Guidance ofMr. Amit Kumar Mishra Mrs. Jaya Laxmi. Mishra

Prepared And Submitted By:

C.S. Preethi, Sem IV BBA

G.U. Registration No. 09 02 0003

CERTIFICATE


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This is to certify that C.S. Preethi a student of sun institute of technology and management

has prepared his training report entitled CUSTOMER PERCEPTION AND

ATTITUDE TOWARDS MORE RETAIL STORE under my guidance. She has

fulfilled all requirements under the regulations of the BBA (IIP) Gauhati university,

leading to the BBA (IIP) degree. This work is the result of her own investigation and the

project: neither as a whole nor any part of it was submitted to any other university or

educational institution for any research diploma.

I wish her all success in life

Mrs. Jaya Laxmi.Mishra Mrs. Ch. Raghuram

Faculty Guide Head of Department

CERTIFICATE


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This is to certify that C.S.Preethi of BBA[ Industry Integrated ] Course of

GAUHATI University at Sun Institute of Technology & Management Learning

Center has undergone management training in A STUDY ON CUSTOMER

PERCEPTION & ATTITUDE at our Organization from

1ST MARCH 2011 To 31ST MAY 2011.

Her Performance during the Training Period was found to be .

and we wish her all the best in her Career ahead.

For More Retail Store

Adithya Birla Retail Pvt Ltd

Visakhapatnam.

Authorized Signatory.

COMPANY SEAL

MR. Amit Kumar Mishra

Branch Manager.

STUDENTS DECLARATION


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I HERE BY DECLARE THAT THE PROJECT REPORT CONDUCTED AT

MORE RETAIL STORE [ABRL]

VISAKHAPATNAM

UNDER THE GUIDANCE OF

MRS. JAYA LAXMI.MISHRA

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

FOR THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION

[INDUSTRY INTEGRATED]

TO

GAUHATI UNIVERSITY, GUWAHATI

IS MY ORIGINAL WORK AND THE SAME HAS NOT BEEN SUBMITTEDFOR

THE AWARD OF ANY OTHER DEGREE / DIPLOMA /FELLOW SHIP

OR OTHER SIMILAR TITLES OR PRIZES.

PLACE C.S.PREETHI

DATE: REG.NO: 09 02 0003

ACKNOWLEGMENT


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I am extremely grateful and wish to express my profound sense of gratitude with great

admiration to Prof. D. Panduranga Rao {CEO}, Mr. Srikanth Jasti {CMD}, Mrs. Asha Jasti

{ED}, Mr. Ch. Raghuram {H.O.D}, Mrs. Jaya Laxmi. Mishra {Faculty Guide},

Mr.yogeshwar {training officer in charge, Niam}, Mr.Amit Kumar Mishra [ Manager In-

Charge.] of More Retail Store [ABRL], Visakhapatnam and other staff members,

colleagues, friends, family members for being a constant source of inspiration and

motivation for the successful completion of this project work.

ON THE TOPIC

CUSTOMER PERCEPTION AND ATTITUDE TOWARDS MORE

RETAIL STORE [ABRL]

I, sincerely convey my regards to all of them for their encouragement, support, guidance and

assistance for undergoing management training and for the successful accomplishment of the

project report.

C.S.Preethi

Registration No. 09 02 0003


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CONTENTS:

CHAPTER-1 Industrial Profile1.1 General Introduction about the sector.1.2 Industry profile.A. Origin and development of the industry.B. Growth and present status of the industry.C. Future of the industry.

CHAPTER 2 Organizational Profile

2.1 Origin of the Organization.2.2 Growth and Development of the Organization.2.3 Present status of the Organization.2.4 Functional Department of the Organization.

2.5 Organization structure.2.6 Product and Service profile of the Organization.2.7 Market profile of the Organization.

CHAPTER 3 Discussion on training

3.1 Students work profile (Roles and responsibilities), tools and techniques used.3.2 Key learnings.

Chapter-4 Study of selected research problem

4.1 Statement of Research problem.4.2 Statement of Research objectives.4.3 Research design and methodology.

CHAPTER 5 Analysis

5.1 Analysis of Data.5.2 Summary of Findings.

CHAPTER 6 Summary and Conclusions

6.1 Outcome of Learning Experience & Recommendations.

CHAPTER-1


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Industrial Profile

1.1 General Introduction about the sector.

1.2 Industry profile.

A. Origin and development of the industry.

B. Growth and present status of the industry.

C. Future of the industry.

INTRODUCTION ABOUT THE SECTOR


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The Indian retail industry is the fifth largest industry in the world. Comprising of organized

and unorganized sectors, India retail industry is one of the fastest growing industries in

India, especially over the last few years. Though initially, the retail industry in India was

mostly unorganized, however with the change of tastes and preferences of the consumers,

the industry is getting more popular these days and getting organized as well. With

growing market demand, the industry is expected to grow at a pace of 25-30% annually.

The India retail industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs.

109,000 crore by the year 2010.

At present the Retail Industry in India contributes over 10 per cent of the countrys GDP

and around 8 per cent of the total employment. It has come forth as one of the most

dynamic and fast paced industries with several players entering the market. But all of them

have not yet tasted success because of the heavy initial investments that are required to

break even with other companies and compete with them. The India Retail Industry is

gradually inching its way towards becoming the next booming industry.

A large young working population with median age of 24 years, nuclear families in urban

areas, along with increasing working women population and emerging opportunities in the

services sector are going to be the key factors in the growth of the organized Retail sector

in India. The growth pattern in organized retailing and in the consumption made by the

Indian population will follow a rising graph helping the newer businessmen to enter the

India Retail Industry.

ORIGIN AND DEVELOPMENT


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The inception of the Retail Industry dates back to times where retail stores were found in

the village fairs, melas or in the weekly markets. These stores were highly unorganized.

Traditionally it was a family livelihood, with their shop in the front ant house at the back.

More than 99% retailer functioned in less than 500 square feet of shopping space. The

maturity of the retail sector took place with the establishment of retail stores in the locality

for convenience. With the government intervention the retail industry in India took a new

shape. Outlets for Public Distribution System, Cooperative stores and Khadi stores were set

up. These retail Stores demanded low investments for its establishment.

The total concept and idea of shopping has undergone a vast change in terms of format and

consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing

has entered into the Retail market in India, in the form of bustling Shopping Centers,

Multi-storied Malls, International Brand Outlets, Hyper or Super markets, Departmental

Stores and the huge complexes that offer shopping, entertainment and food all under one

roof.

GROWTH AND PRESENT STATUS

India is being seen as a potential goldmine for retail investors from over the world and

latest research has rated India as the top destination for retailers for an attractive emerging

retail market. Indias vast middle class and its almost untapped retail industry are key

attractions for global retail giants wanting to enter newer markets. Even though India has

well over 5 million retail outlets, the country sorely lacks anything that can resemble a

retailing industry in the modern sense of the term. This presents international retailing

specialists with a great opportunity.


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The Indian retail market is estimated at US$ 350 billion. But organized retail is estimated

at only US$ 8 billion. However, the opportunity is huge-by 2010, organized retail is

expected to grow at 6 per cent by 2010 and touch a retail business of $ 17 billion as against

its current growth level of 3 per cent which at present is estimated to be $ 6 billion.

According to the study undertaken by The Associated Chambers of Commerce and

Industry of India (ASSOCHAM) Indian retailing is clearly at a tipping point.

Organized retail in India has the potential to add over Rs. 2,000 billion (US$45 billion)

business by the Year 2010 generating employment for some 2.5 million people in various

retail operations and over 10 million additional workforces in retail support activities

including contract production & processing, supply chain & logistics, retail real estate

development & management etc. It is estimated that it will cross the $650-billion mark by

2011, with an already estimated investment of around $421 billion slated for the next four

years.

MAJOR RETAILERS IN INDIA

PANTALOON:

Pantaloon is one of the biggest retailers in India with more than 450 stores across the

country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located

across the country. It's growing at an enviable pace and is expected to reach 30 million sq.

ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket Big Bazaar.

It has the following retail segments:


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Food & Grocery: Big Bazaar, Food Bazaar

Home Solutions: Hometown, Furniture Bazaar, Collection-i

Consumer Electronics: e-zone

TATA GROUP

Tata group is another major player in Indian retail industry with its subsidiary Trent, which

operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest

book and music retailer in India Landmark in 2005. Trent owns over 4 lakh sq. ft retail

space across the country.

RPG GROUP

RPG Group is one of the earlier entrants in the Indian retail market, when it came into food

& grocery retailing in 1996 with its retail Food world stores. Later it also opened the

pharmacy and beauty care outlets Health & Glow.

RELIANCE

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance

Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting

its sales to reach Rs. 90,000 crores by 2010.


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AV BIRLA GROUP

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis

Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in

other segments of retail. It will invest Rs. 8000-9000 crores by 2010.

CHALLENGES FACED BY INDIAN RETAIL INDUSTRY

The industry is facing a severe shortage of talented professionals, especially at the middle-

management level. Most Indian retail players are under serious pressure to make their

supply chains more efficient in order to deliver the levels of quality and service that

consumers are demanding. Long intermediation chains would increase the costs by 15 per

cent. Lack of adequate infrastructure with respect to roads, electricity, cold chains and ports

has further led to the impediment of a pan-India network of suppliers. Due to these

constraints, retail chains have to resort to multiple vendors for their requirements, there by,

raising costs and prices. The available talent pool does not back retail sector as the sector

has only recently emerged from its nascent phase. Further, retailing is yet to become a

preferred career option for most of Indias educated class that has chosen sectors like IT,

BPO and financial services. Even though the Government is attempting to implement a

uniform value-added tax across states, the system is currently plagued with differential tax

rates for various states leading to increased costs and complexities in establishing an

effective distribution network. Stringent labor laws govern the number of hours worked


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and minimum wages to be paid leading to limited flexibility of operations and employment

of part-time employees. Further, multiple clearances are required by the same company for

opening new outlets adding to the costs incurred and time taken to expand presence in the

country. The retail sector does not have industry status yet making it difficult for retailers

to raise finance from banks to fund their expansion plans. Government restrictions on the

FDI are leading to an absence of foreign players resulting into limited exposure to best

practices. Non-availability of Government land and zonal restrictions has made it difficult

to find a good real estate in terms of location and size. Also lack of clear ownership titles

and high stamp duty has resulted in disorganized nature of transactions.

The tax structure in India favors small retail business

Lack of adequate infrastructure facilities

High cost of real estate

Dissimilarity in consumer groups

Restrictions in Foreign Direct Investment

Shortage of retail study options

Shortage of trained manpower

Low retail management skill

FUTURE OF THE INDUSTRY

The retail industry in India is currently growing at a great pace and is expected to go up to

US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the

year 2018 at a CAGR of 10%. As the country has got a high growth rates, the consumer

spending has also gone up and is also expected to go up further in the future. In the last


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four year, the consumer spending in India climbed up to 75%. As a result, the India retail

industry is expected to grow further in the future days. By the year 2013, the organized

sector is also expected to grow at a CAGR of 40%.


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CHAPTER-2

Profile of the Organization [ABRL]

2.1 Origin of the Organization.

2.2 Growth and Development of the Organization.

2.3 Present status of the Organization.

2.4 Functional Department of the Organization.

2.5 Organization structure.

2.6 Product and Service profile of the Organization.

2.7 Market profile of the Organization


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COMPANYPROFILE

A US$ 29 billion corporation, the Aditya Birla Group is in the League of Fortune 500.

It is anchored by an extraordinary force of 130,600 employees, belonging to 40 different nationalities.

In the year 2009, the Group was ranked among the top six great places for leaders in the Asia-Pacific

region, in a study conducted by Hewitt Associates, RBL Group andFortune magazine.

In India, the Group has been adjudged the best employer in India and among the top 20 in Asia by the

Hewitt-Economic Times and Wall Street Journal Study 2007.

Over 60 per cent of the Group's revenues flow from its overseas operations.

The Group operates in 26 countries Australia, Bahrain, Bangladesh, Brazil, Canada, China, Egypt,

France, Germany, Hungary, India, Indonesia, Italy, Korea, Laos, Luxembourg, Malaysia, Myanmar,

Philippines, Singapore, Switzerland, Thailand, UAE, UK, USA and Vietnam.

Globally, the Aditya Birla Group is:

:: A metals powerhouse, among the world's most cost-efficient aluminium and copper producers.

Hindalco-Novelis is the largest aluminium rolling company. It is one of the three biggest

producers of primary aluminium in Asia, with the largest single location copper smelter

:: No.1 inviscose staple fibre

:: The fourth-largest producer ofinsulators:: The fourth-largest producer ofcarbon black

:: The fifth-largest producer of acrylic fibre

:: The ninth-largest cement producer

:: Among the best energy-efficientfertiliserplants
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In India:

:: One of the leading cement producers

:: The top fashion (branded apparel) and lifestyle player

:: The second-largest producer ofviscose filament yarn

:: The second-largest in the chlor-alkali sector

:: Among the top fourmobile telephony companies

:: Among top 10 Indian BPO companies by revenue size

:: A leading player inlife insuranceand asset management

:: Among the top three supermarket chains in theretail business

Beyond business

Transcending business for over 50 years now, the Group has been and continues to be involved in

meaningful welfare-driven initiatives that distinctly impact the quality of life of the weaker sections of

society in India, South-East Asia and Egypt.

In India, the Group's social projects span 2,500 villages. It reaches out to seven million people

annually through the Aditya Birla Centre for Community Initiatives and Rural Development,

spearheaded by Mrs. Rajashree Birla. Its focus is healthcare, education, sustainable livelihood,

infrastructure and espousing social causes.

The Group runs 42 schools, which provide quality education to over 45,000 children in India's

interiors.

Of these, over 18,000 children receive free education. An additional 8,000 students receive merit

scholarships.

Likewise at its 18 hospitals in India, more than a million patients are given extremely subsidised

medical care.
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To embed corporate social responsibility as a way of life in organisations, the Group has set up the

FICCI Aditya Birla CSR Centre for Excellence, in Delhi.

The Group transcends the conventional barriers of business and reaches out to the marginalised

because of its conviction of bringing in a more equitable society.

KUMAR MANGALAM

Mr. Kumar Mangalam Birla is the Chairman of the US$ 29 billion Aditya Birla Group, a

global conglomerate with operations spanning 26 countries. An iconic figure, Mr. Birla

holds several key positions on various regulatory and professional boards.

He is a Director of the Central Board of Directors of the Reserve Bank of India and

Chairman of the Staff Sub-Committee of the Central Board of the Reserve Bank of India.

He serves on the Prime Minister of India's Advisory Council on Trade and Industry.

He was the Chairman of the Board of Trade constituted by the Ministry of Commerce &

Industry, and also Chairman of the Ministry of Company Affairs' Advisory Committee.

He served as the Chairman of Securities and Exchange Board of India's (SEBI) Committee

on Corporate Governance, and as Chairman of SEBI's Committee on Insider Trading. He

has authored the nation's First Report on Corporate Governance.


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Mr. Birla is on the National Council of the Confederation of Indian Industry (CII), the

Apex Advisory Council of the Associated Chambers of Commerce and Industry of India,

New Delhi, and the Advisory Council for the Centre for Corporate Governance.

On the academic front, Mr. Birla is the Chancellor of BITS, Pilani, Hyderabad, Goa and

Dubai. He is a Director of the G. D. Birla Medical Research and Education foundation.

He is on the Asian Regional Advisory Board of London Business School. He has been

inducted on The Economic Times Corporate Advisory Board.

ADITYA BIRLA RETAIL LIMITED PROSPECTUS

The Groups foray into the retail sector began in December 2006 when it acquired Trinethra, the

chain of stores based in south India.

May 2007 saw Aditya Birla Retail Limited (ABRL) launch their own brand of stores called 'More.'

ABRLs vision is to consistently provide the Indian consumer complete and differentiated shopping

experiences and be amongst Indias top retailers while delivering superior returns to all


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stakeholders.

Till end-September 2009, the company had set up 640 supermarkets and five hypermarkets.

All the supermarkets are branded More. and the hypermarkets are branded More Megastore.

The company has around 11,000 employees and has a pan-India presence. More. supermarkets are

neighbourhood stores with the core proposition of offering value, convenience and trust to the

customers and averaging 2,500 sq ft area.

The hypermarkets are self-service superstores offering value and range in food and non-food

products and services at a single location.

Hypermarkets are located in large catchment areas and encourage mass consumption with discount

prices and substantial depth of assortment with an average store size of 55,000 sq ft shopping area.

In May 2009 Aditya Birla Retail introduced a value proposition for its supermarkets and

encapsulated it into a promise of giving its customers Hamesha Extra which has resonated with

the consumer.

Hamesha Extra is the core essence of More. It means customers will always feel that they have got

something extra while shopping at More.

COMPANY LOGO

The name Aditya Birla evokes all that is positive in business and in life. It exemplifies integrity,


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quality, performance, perfection and above all character.

Our logo is the symbolic reflection of these traits. It is the cornerstone of our corporate identity. It

helps us leverage the unique Aditya Birla brand and endows us with a distinctive visual image.

Depicted in vibrant, earthy colours, it is very arresting and shows the sun rising over two circles.

An inner circle symbolising the internal universe of the Aditya Birla

Group, an outer circle symbolising the external universe, and a dynamic

meeting of rays converging and diverging between the two.

Through its wide usage, we create a consistent, impact-oriented Group

image. This undoubtedly enhances our profile among our internal and

external stakeholders.

Our corporate logo thus serves as an umbrella for our Group. It signals the common values and

beliefs that guide our behaviour in all our entrepreneurial activities. It embeds a sense of pride,

unity and belonging in all of our 130,600 colleagues spanning 26 countries and 40 nationalities

across the globe. Our logo is our best calling card that opens the gateway to the world.

CHAPTER-3

DISCUSSION ON THE TRANING


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3.1 Students work profile (Roles and responsibilities), tools

and techniques used.

3.2 Key learnings.


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Students work profile (Roles and responsibilities), tools and

techniques used.

Customer experienceis the sum of all experiences a customer has with a supplier of goods

or services, over the duration of their relationship with that supplier. It can also be used to

mean an individual experience over one transaction; the distinction is usually clear in

context.

Customer Experience Management:

The goal of customer experience management (CEM) is to move customers from satisfied

to loyal and then from loyal to advocate. Traditionally, managing the customer relationship

has been the domain of Customer Relationship Management (CRM). However, CRM

strategies and solutions are designed to focus on product, price and enterprise process, with

minimal or no focus on customer need and desire.

CEM systems:

One of the key features of successful CEM implementations is their ability to manage

multi-channel interactions. Customer experience solutions address the cross-channel

(contact center, Internet, self service, mobile devices, brick and mortar stores), cross-touch

point (phone, chat, email, Web, in-person), and cross-lifecycle (ordering, fulfillment,

billing, support, etc.) nature of the customer experience process.)

The Three "Ds" of Customer Experience

1. Design the right offers and experiences

2. Deliver these propositions

3. Develop their capabilities


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Customer perception metrics

Tools that aid customer-focused planning and execution.

Customer-based metrics and closed feedback loops that establish accountability.

Customer-focused management incentives. Net promoter scores, for example, are

increasingly used in performance reviews.

The Eight Steps to Superior Customer Experiences:

1. Establish a knowledge foundation

There are essentials you need in your knowledge foundation

Information about your company (products, services, accounts, etc) that yourcustomer needs to know

2. Empower your consumers

Empower your customers to self-serve at their convenience, through their communicationchannel of choice.

3. Empower Frontline Employees

Treat and empower your employees like you do your customers.

4. Offer Multi-channel Choice

Provide your customers with interaction options across many channels and use your

Common knowledge foundation to provide consistency and efficiency.

5. Listen to Your Customers

Learn what your customers are thinking and act on it.

6. Design Seamless Customer Experiences

Your customers shouldnt be able to notice handoffs between departments.

7. Engage Customers Proactively

Communicate with your customers with personal and relevant interactions.
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8. Measure and Improve Continuously

Key learnings.

1. Most the customers who visit More are repeated customers.

2. Majority of customer who are on their first visit to More came to know about central

from their friends and relatives.

3. About 78% of customers purchase only Grocery at More.

4. Majority of customers came to know about More through Times of India news paper and

word of mouth communication.

5. Majority of Customers who has experienced excellent customer service.

6. All the customers who have experienced the gifts and coupons are very happy.

7. 62% of customers like the home delivery system.

8. Customer Service is the biggest pull factor for More.

9. Out of all the attributes A/C, Layout and presentation are most liked..

10. Next was the store ambience and Reception.
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CHAPTER-4

STUDY OF SELECTED RESEARCH PROBLEM

4.1 Statement of Research problem.

4.2 Statement of Research objectives.

4.3 Research design and methodology.


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Statement of Research problem.

To study the customer perception and attitude towards More Retail store.

Customer Perception and Attitude is one of those magnificent concepts that swept the

business world in the 1990s with the promise of forever changing the way businesses

small and large interacted with their customer bases. In the short term, however, it proved

to be an unwieldy process that was better in theory than in practice for a variety of reasons.

In the last several years, however, newer software systems and advanced tracking features

have vastly improved CRM capabilities and the real promise of CRM is becoming a reality.

As the price of newer, more customizable Internet solutions have hit the marketplace;

competition has driven the prices down so that even relatively small businesses are reaping

the benefits of some custom CRM programs.

The 1980s saw the emergence of database marketing, which was simply a catch phrase to

define the practice of setting up customer service groups to speak individually to all of a

companys customers.

In the case of larger, key clients it was a valuable tool for keeping the lines of

communication open and tailoring service to the clients needs. In the case of smaller

clients, however, it tended to provide repetitive, survey-like information that cluttered

databases and didnt provide much insight. As companies began tracking database

information, they realized that the bare bones were all that was needed in most cases: what

they buy regularly, what they spend, what they do.

In the 1990s companies began to improve on Customer Relationship Management by

making it more of a two-way street. Instead of simply gathering data for their own use, they


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began giving back to their customers not only in terms of the obvious goal of improved

customer service, but in incentives, gifts and other perks for customer loyalty.

This was the beginning of the now familiar frequent flyer programs, bonus points on credit

cards and a host of other resources that are based on CRM tracking of customer activity

and spending patterns. CRM was now being used as a way to increase sales passively as

well as through active improvement of customer service.

Customer Relationship Management - CRM

The generally accepted purpose of Customer Relationship Management (CRM) is to

enable organizations to better serve its customers through the introduction of reliable

processes and procedures for interacting with those customers.

In today's competitive business environment, a successful CRM strategy cannot be

implemented by only installing and integrating a software package designed to support

CRM processes. A holistic approach to CRM is vital for an effective and efficient CRM

policy. This approach includes training of employees, a modification of business processes

based on customers' needs and an adoption of relevant IT-systems (including soft- and

maybe hardware) and/or usage of IT-Services that enable the organization or company to

follow its CRM strategy. CRM-Services can even redundantize the acquisition of

additional hardware or CRM software-licences.

The term CRM is used to describe either the software or the whole business strategy

oriented on customer needs. The second one is the description which is correct. The main

misconception of CRM is that it is only software, instead of whole business strategy.


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Major areas of CRM focus on service automated processes, personal information gathering

and processing, and self-service. It attempts to integrate and automate the various customer

servingprocesses within a company.

There are three parts of application architecture of CRM:

operational - automation to the basic business processes (marketing, sales, service)

analytical - support to analyse customer behaviour, implements business intelligence

alike technology

cooperational - ensures the contact with customers (phone, email, fax, web...)

Operational part of CRM typically involves three general areas of business. They are

(according to Gartner Group) a Enterprise marketing automation (EMA), Sales force

automation (SFA) and a Customer service and support (CSS). The marketing information

part provides information about the business environment, including competitors, industry

trends, and macroenviromental variables. The sales force management part automates some

of the company's sales and sales force management functions. It keeps track of customer

preferences, buying habits, and demographics, and also sales staff performance. The

customer service part automates some service requests, complaints, product returns, and

information requests.

Integrated CRM software is often also known as "front office solutions." This is because

they deal directly with the customer.

Many call centers use CRM software to store all of their customer's details. When a

customer calls, the system can be used to retrieve and store information relevant to the

customer. By serving the customer quickly and efficiently, and also keeping all information


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on a customer in one place, a company aims to make cost savings, and also encourage new

customers.

CRM solutions can also be used to allow customers to perform their own service via a

variety of communication channels. For example, you might be able to check your bank

balance via your WAP phone without ever having to talk to a person, saving money for the

company, and saving you time.

Improving customer service

CRMs are claimed to improve customer service. Proponents say they can improve

customer service by facilitating communication in several ways:

Provide product information, product use information, and technical assistance on

web sites that are accessible 24 / 7

Help to identify potential problems quickly, before they occur

Provide a user-friendly mechanism for registering customer complaints (complaints

that are not registered with the company cannot be resolved, and are a major source

of customer dissatisfaction)

Provide a fast mechanism for handling problems and complaints (complaints that

are resolved quickly can increase customer satisfaction)

Provide a fast mechanism for correcting service deficiencies (correct the problem

before other customers experience the same dissatisfaction)

Identify how each individual customer defines quality, and then design a service

strategy for each customer based on these individual requirements and expectations

use internet cookies to track customer interests and personalize product offerings

accordingly


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use the internet to engage in collaborative customization or real-time customization

Provide a fast mechanism for managing and scheduling followup sales calls to

assess post-purchase cognitive dissonance, repurchase probabilities, repurchase

times, and repurchase frequencies

Provide a fast mechanism for managing and scheduling maintenance, repair, and

on-going support (improve efficiency and effectiveness)

Provide a mechanism to track all points of contact between a customer and the

company, and do it in an integrated way so that all sources and types of contact are

included, and all users of the system see the same view of the customer (reduces

confusion)

The CRM can be integrated into other cross-functional systems and thereby provide

accounting and production information to customers when they want it

Improving customer relationships

CRMs are also claimed to be able to improve customer relationships . Proponents say this

can be done by:

CRM technology can track customer interests, needs, and buying habits as they

progress through their life cycles, and tailor the marketing effort accordingly. This

way customers get exactly what they want as they change.


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The technology can track customer product use as the product progresses through

its life cycle, and tailor the service strategy accordingly. This way customers get

what they need as the product ages.

In industrial markets, the technology can be used to micro-segment the buying

centre and help coordinate the conflicting and changing purchase criteria of its

members

When any of the technology driven improvements in customer service (mentioned

above) contribute to long-term customer satisfaction, they can ensure repeat

purchases, improve customer relationships, increase customer loyalty, decrease

customer turnover, decrease marketing costs (associated with customer acquisition

and customer ?training?), increase sales revenue, and thereby increase profit

margins.

Technical functionality

A CRM solution is characterised by the following functionality:

scalability - the ability to be used on a large scale, and to be reliably expanded to

what ever scale is necessary.

multiple communication channels - the ability to interface with users via many

different devices (phone, WAP, internet, etc)


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workflow - the ability to automatically route work through the system to different

people based on a set of rules.

database - the centralised storage (in a data warehouse) of all information relevant

to customer interaction

customer privacy considerations, e.g. data encryption and the destruction of records

to ensure that they are not stolen or abused

Statement of Research objectives.

1. To know the Services and value added services adopted by the More

to delight customers.

2. To study what kind of family members group and income people are most

interested to consume the More brand.

3. To find out the weakness of the offerings (services) and suggest to the

company.

4. To know which parameters will improve sales.

5. Obtain suggestions for the improvements of various service and value added

services.

6. To know the Sources from which the Customers came to know about More.


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Research design and methodology.

SOURCES OF DATA:

Data are facts, figures and other relevant materials, past and present, serving as basis for

the study and analysis. The data serves as the basis for analysis. Without analysis of factual

data no specific inference can be drawn on the questions under study. Inference based on

imagination or guesswork cant provide correct answers to research questions. The

relevance, adequacy and reliability of data determine the quality of findings of a study. For

the purpose of the present study, data from two sources have been gathered namely primary

and secondary data.

PRIMARY DATA:

Primary data are those sources in which data are collected through original investigation.

The methods of collecting primary data used for the study were by gathering information

from the market through structured questionnaires.

Questionnaire

Customer Interaction

Interactions with employees

Guidelines from the external guide and other officers in the organization.

Detailed Primary Field Survey:

The detailed primary field survey was conducted. The primary data was collected through

the response from questionnaires distributed by me, which was done personally by

interviewing and interacting with different customers who visit Visakhapatnam Central.


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Secondary Data

Secondary data means data that are already available. In other words, it refers to the

data which have already been collected and analyzed by someone else. When the

researcher utilizes secondary data, then he has to look into various sources from

where he can obtain them. Secondary data may either be published or unpublished

data.

Company manuals and brouchers

SAMPLING DESINGS:

Sample size:-

Sampling size was fixed to 50 respondents. The project report highlights the study on

Customer Perception and Attitude towards More brand.

Instrument used:-

Self administered questionnaires. Questionnaires consist of a set of questions presented to

respondents. Because of its flexibility, the questionnaire is the most common instrument

used to collect data.

Sampling techniques used:-

To obtain representative sample, a probability sample was drawn probability sample allows

the calculation of confidence limits for sampling errors. The other technique is non

probability sampling which is more convenient.

FIELD WORK:


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The project involved fieldwork of around 10 weeks where in the survey is carried out on

around 50 customers pertaining to the city of Visakhapatnam to know about customer

Perception and Attitude towards More. Different questions structured, undisguised

questionnaire were asked in a given sequence and the responses were collected on the

questionnaire itself. Customers were selected randomly when they visited the store for

shopping and were asked to answer the questionnaire. Additional information discussion

with respondents was also held to procure additional and probing feedback.

PLAN OF DATA ANALYSIS:

Analysis is the process by which data is converted into useful information. Based on the

marketing concepts findings of the research were driven and recommendations are made.

CHAPTER-5

ANALYSIS


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5.1 Analysis of Data.

5.2 Summary of Findings.


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Analysis of Data.

Table 1: Classification of respondents based on their visit to More.

S.no particulars No of respondents

Percentage

1. First visit 16 16%

2. Often 84 84%

3. Total 100 100%

Analysis:

From the above table it can be shown that 84% of customers are previously visited

customers and 16% were on their first visit to More.

Chart 1 : Classification of respondents based on their visit to More.

INTERPRETATION:

MORE got state of the art ambience, excellent Customer service, Wide parking space,

Offering many national and international brands to choose, in addition to value Added

services.


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Table 2: Source of awareness of More

S.no particulars1.E-mail

No of respondents4

Percentage4%

2.Sms 1 1%

3.Special invite 2 2%4.Friends and relatives 73 73%

5.Store display from outside 9 9%

6.Press ad 2 2%

7.Others 2 2%

8.Heard on radio 7 7%

Total 100 100%

Analysis:

Majority of customers came to know about More from their friends and relatives, followed

by store ambience and radio

Chart 2: Source of awareness of More.

INTERPRETATION:

Majority of customers are Delighted with the Services and value added services offering by

the More and they also feel that More is good value for money and spreading a good word

of mouth about More ,Word of mouth brings with it a big trust factor, which is quite

often missing in other forms of advertising.


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Table 3 : Showing from which news papers customers came to know about More.

S.no

ENNADU

No of respondents

50

Percentage

50%

Sakshi 20 20%Deccan Chronicle 10 10%

Hindu 12 12%

Others 8 8%

Total 100 100

Chart 3 : Showing from which news papers customers came to know about More

Analysis:

Majority of Customers came to know about More through news papers and majority of

customer read Ennadu daily.

INTERPRETATION:

News papers has been the most successful form of promotion and it proved in this case,

majority of customers came to know about More and its promotion through Ennadu news

paper which is largely circulated in Visakhapatnam .


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Table 4: Evaluation for Basic services of More

S.no Particulars Average(1) Good(2) Excellent(3) Cumulative Rank

1 Parking 35 45 20 185 3

2 Store ambience 5 72 23 218 2

3 Customer Service

14 15 71 257 1

4 Billing facility 52 27 21 169 5

Analysis

In this table cumulative score is calculated for each and every attribute using the

Formula The Number of respondents x Weight.

Table showing that cumulative score for lighting/music is 257 which ranks no1.The

Cumulative score for the Store ambience is 218 and it ranks to no 2.The cumulative Score

for parking is 185 which ranks to no 3.The cumulative score for trail room Accessibility is

176 which ranks to 4.And finally the cumulative score for billing facility Ranks the last i.e.

5.

Cumulative score = The Number of respondents * Weight

= 35x1+45x2+20x3=185

=5x1+72x2+23x3=218

=14x1+15x2+71x3 =257

=52x1+27x2+21x3 =169

=43x1+34x2+23x3=179

INTERPRETATION

This chart shows that Customer service and reception is preferred when compared to other

features of the store.


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Summary of Findings.

1. Most the customer who visit More are repeat customers.

2. Majority of customer who are on their first visit to More came to

know about central from their friends and relatives.

3. About 78% of customers purchase only apparels at More.

4. Majority of customers came to know about More through Ennadu news paper only.

5. Majority of Customers who has experienced home delivery, liked it.

6. All the customers who have experienced Gift vouchers and lucky draws are happy.

7. 62% of customers like the Billing system.

8. Customer Service is the biggest pull factor for More.

9. Out of all the attributes Customer reception are most liked by customers.

10. Next was the store ambience and Offers.


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CHAPTER-6

SUMMARY AND CONCLUSIONS

6.1 Outcome of Learning Experience & Recommendations.


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Outcome of Learning Experience & Recommendations.

1. As most of the people came to know about More through print media, it would be good

idea to increase the awareness through other advertising media like visual media.

2. They should use other promoting tools like sponsoring college events to attract more

youth.

3. Customer retention rate is currently good for More and they should try to engage their

customers for a longer period of time.

4. Majority of customers are not experiencing the value added services so they must induce

customers to experience them.

5. More should train their employees in cross selling for better conversion.

6. More should implement Customer loyalty for better retention.

7. Majority of customers are Delighted with value-added services, but most the customers

are not experiencing these services and the management must induce the customers to use

these value added services.


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Appendix:

Questionnaire on CUSTOMER PERCEPTION AND ATTITUDE TOWARDS MORE

RETAIL STORE

Please spare some time to fill in this survey. The survey is voluntary and will help us to

gather more information to make our project.

1. What are the Sources of awareness regarding More

Options

1.E-mail

2.Sms

3.Special invite

4.Friends and relatives

5.Store display from outside

6.Press ad7.Others

8.Heard on radio

2. How often do you visit the store

First visit

Once in a month


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Very often

3. Through which news paper you have come to know about the store

Options

ENNADU

Sakshi

Deccan Chronicle

Hindu

Others

4. What are the best features that you like about More.

Parking

Store ambience

Customer Service

Billing facility

5. Feed back / Suggestions:-

..

..

..


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Name..

Occupation.

Thanking you

BIBLIOGRAPHY:

1) Retail Management Roger Cox & Paul Brittain; " Retailing An Introduction ";

Pearson Education; Fifth edition; 2006


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2) Retail Marketing Levy & Weitz; " Retailing Management "; Tata Mc Graw Hill;

Sixth edition;2008

3) Leon G.Schiffinan and Leslie hazer Kanuk, Consumer Behavior , Pearson

education Asia, 2008

4) Philip kotler and Kevin Lane Keller, Marketing Management, Prentice-Hall of

India New Delhi, 2007

Websites:

1) www.futuregroup.in

2) www.indiaretailing.com

3) www.scribd.com
http://www.futuregroup.in/http://www.futuregroup.in/

aditya brial

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