A PROJECT ON “ A STUDY ON BUYING BEHAVIOR OF CUSTOMER AT DHIRAJ SONS (MEGA STORE) IN SURAT ( ATHWA GATE AREA)”
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF DEGREE BACHLOR OF BUSINESS ADMINISTRATION (BBA)
SUBMITTED BY: ANIL KAMALIYA (ROLL NO. 88) T.Y. B.B.A. (SEMESTER 6) SUBMITTED TO : MR. BHAVIK SHAH I/C PRINCIPAL : MR. CHINTU THHAKAR
TO VEER NARMAD SOUTH GUJARAT UNIVERSITY (SURAT) S.V.PATEL COLLEGE OF COMPUTER SCIENCE AND BUSINESS MANAGEMENT
DECLARATION
Kamaliya Anil His by declare that the project work entitled “WINTER PROJECT ON STUDY BUYING BEHAVIOR OF CUSTOMERE IN DHIRAJ SONS is a name renowned name in Retail.DHIRAJ SONS is now a brand image in private retail sector. While my two month project, I was at DHIRAJ SONS (Athwa gate) to find THE CONSUMER BUYING BEHAVIOUR AT DHIRAJ SONS (ATWA GATE) IN SURAT. Practical training through experts of DHIRAJ SONS gave me actual input to fulfill my real aim. This report is the written account of what I learnt experienced during my training. I wish those going through it will get useful information.
ACKNOWLEDGEMENT
It is highly eventful at DHIRAJ SONS(ATWA GATE) in Surat working with highly devoted employees and will probably remain the most memorable experience of my life.Hence,this acknowledgement to a humble attempt to earnestly thanks all those who were directly or indirectly involved in our project work and where of immense helps to me. I am very thankful to the management of DHIRAJ SONS for extending the facility of valuable training to me. This kind of training is very educational and inspiring motivational for student likes me. It gives me opportunity to explore the ethics of the company and the kind of challenges that the corporate world calls for and what I will be facing after completion of my study. This kind of training brings the professional attitude in the student, make them fit to be corporate kinds of future and better professionals. This kind of paradigm gives immense opportunity to reveal vote of thanks to AMAL SAHA Showing trust and confidence in me and assigning me such an esteemed project work. I am very thankful to MR. BHAVIK SHAH for helping me in this project. I am very much thankful to our principal MR. CHINTU THAKAR for making me able to do this project. My earnest gratitude to my project Guide MR. BHAVIK SHAH for their valuable guidance and encouragement as a guide during our training period. They helped me overcome all hurdles that I faced while preparing project. I thank all company personnel and friends who have provided me support in making our training a great success.
KAMALIYA ANIL
SUBJECT
PAGE NO.
Chapter - 1
Introduction
1 10 – 15
Chapter - 2 2.1 2.2 2.3 2.4 Chapter - 3 3.1 3.2 Chapter - 4 4.1 4.2 4.3 Chapter - 5 Chapter - 6
Findings of research.
Objective of the study Scope of the study Impotence of study Research methodology 16 Data collection. Data analyses 17
Suggestions SWOT analysis Limitation of the study. ANNEXURE(S) Bibliography Questionnaire 18 19 – 23
Chapter -1 Introduction of company
INTRODUCTION OF DHIRAJ SONS
The MODI Family proudly have been in business from the past 62 yearsSubgrp. Our journey started from asmall grocery shop in the heart of the city, which is today the posh area of SURAT-ATHWALINES. We were the first to start a family general store in 1947 namely R. Dhiraj Modi. We climbed the Ladder of success with the great support of our valued customers who cooperated with us & encouraged Us to start a departmental store. The departmental store started in 1984 as the first store in Gujarat meeting all demands under one roof. To satisfy- all our customers we added to our store a greeting card shop, music shop, plastic corner & stationery shop in 1995. Our perfect management & selfless service to our customers can be seen from the support. We have got from our customers, which enabled every venture of ours into a grand success. We always wanted to stay ahead of our competitors and brought advancement to our city by introducing. a. Self service system b. On line computerized billing system, which made our work, systematic & saved lots of time of our valued customersSubgrp. Going further we introduced the barcode technology in 1997. Our desire to make shopping more fun rather than an essential thing we started a THE MEGA STORE with ground + 3 floors 15000 sq feet making shopping a pleasure. We are venturing into a unique store with 40000 sq feet where shopping will be a paradise for you. We pray we always will get the valued support of our DHIRAJ customersSubgrp. FASHION WORLD MEGA STORE SUPER MARKET TOY SHOP
A grand Fashion world for branded Men, Women, Kids Garments & Accessories and presenting a constant changing Fashion World. The entire place is totally air conditioned with gorgeous automatic escalator entrance. A Three Stored store housing all kinds of groceries, toiletries, food stuffs, household items, crockery's, watches, electronic items, gift items etc. A store housing all kinds of groceries, toiletries, food stuffs, household items, crockery's, watches, electronic items, gift items etc. An extravagant collection of toys, soft toys and games are available for kids of all ages. Cards for Birthday, Anniversary, Sorry, Thank you, New year, Christmas, Pateti, Idd, Condolences, Friendship, Love and Bets Wishes. All kinds of plastic items like buckets, tumblers, boxes, jars, household items etc.
English, Hindi, Gujarati Audio Cassettes and Compact Discs.
Services Available We always serve with a smile ...
? Instant Home Delivery ? Prompt After Sales Service ? Returning/Exchange Of Goods ? Accepting Major Credit Cards ? Providing Best Quality ? Reasonable Price ? Multi Discount Cards
With Valid Invoice
Disclaimer
In no event shall Dhirajsons S R MODI RETAIL (P) LTD and/or its suppliers be liable for any direct, indirect, punitive, incidental, special, consequential damages or any damages whatsoever including, without limitation, damages for loss of use, data or profits, arising out of or in any way connected with the use or performance of the Dhirajsons.in sites/services, with the delay or inability to use the Dhirajsons.in site/services or related services, the provision of or failure to provide services, or for any information, software, products, services and related graphics obtained through the Dhirajsons S R MODI RETAIL (P) LTD sites/services, or otherwise arising out of the use of the Dhirajsons.in sites/services, whether based on contract, tort, negligence, strict liability or otherwise, even if Dhirajsons S R MODI RETAIL (P) LTD or any of its suppliers has been advised of the possibility of damages. Dhirajsons S R MODI RETAIL (P) LTD does not endorse in anyway any advertisers/ contents of advertisers on its WebPages.
Please therefore it is recommended that the visitors verify the veracity of all information on their own before undertaking reliance and actioning thereupon. Dhirajsons S R MODI RETAIL (P) LTD shall not be responsible nor liable for any consequential damages arising on account of yours relying on the contents of the advertisement. Though we take all possible care, the information, products, and services included in or available through the Dhirajsons.in site/services may include inaccuracies or typographical errors. Changes are periodically made to the Dhirajsons.in sites/services and to the information therein. Dhirajsons S R MODI RETAIL (P) LTD and/or its respective suppliers may make improvements and/or changes in the Dhirajsons.in sites/services at any time. Advice received via the Dhirajsons.in sites/services should not be relied upon for personal, medical, legal or financial decisions and you should consult an appropriate professional for specific advice tailored to your situation. Dhirajsons S R MODI RETAIL (P) LTD and/or its respective suppliers make no representations about the suitability, reliability, availability, timeliness, lack of viruses or other harmful components and accuracy of the information, software, products, services and related graphics contained within the Dhirajsons.in sites/services for any purpose. All such information, software, products, services and related graphics are provided "as is" without warranty of any kind. Dhirajsons S R MODI RETAIL (P) LTD and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, software, products, services and related graphics, including all implied warranties and conditions of merchantability, fitness for a particular purpose, workmanlike effort, title and non-infringement. Visitors to this site specifically agree that Dhirajsons S R MODI RETAIL (P) LTD shall not be responsible for unauthorized access to or alteration of their transmissions or data, any material or data sent or received or not sent or received, or any transactions entered into through a Dhirajsons S R MODI RETAIL (P) LTD /service. Visitors specifically agree that Dhirajsons S R MODI RETAIL (P) LTD is not responsible or liable for any threatening, defamatory, obscene, offensive or illegal content or conduct of any other party or any infringement of another's rights, including intellectual property rights. Visitors specifically agree that Dhirajsons S R MODI RETAIL (P) LTD is not responsible for any content sent using and/or included in a Dhirajsons S R MODI RETAIL (P) LTD site/service by any third party. This agreement is governed by the laws of republic of India. Visitors to this site hereby irrevocably consent to the exclusive jurisdiction and venue of courts in Surat, Gujarat, India in all disputes arising out of or relating to the use of the Dhirajsons.in site/services. Use of the Dhirajsons.in sites/services is unauthorized in any jurisdiction that does not give effect to all provisions of these terms and conditions, including without limitation this paragraph. Visitors agree to indemnify and hold Dhirajsons S R MODI RETAIL (P) LTD , subsidiaries, affiliates, officers and employees, harmless from any claim, demand, or damage, including reasonable attorneys' fees, asserted by any third party due to or arising out of your use of or conduct on the Dhirajsons.in sites/services. Dhirajsons S R MODI RETAIL (P) LTD reserves the right to disclose any personal information about you or your use of the Dhirajsons.in sites/services, including its contents, without your prior permission if Dhirajsons S R MODI RETAIL (P) LTD has a good faith belief that such action is necessary to:Conform to legal requirements or
comply with legal process; Protect and defend the rights or property of Dhirajsons S R MODI RETAIL (P) LTD or its affiliated companies; Enforce the terms or use: Act to protect the interests of its members or others. Dhirajsons S R MODI RETAIL (P) LTD performance of this agreement is subject to existing laws and legal process, and nothing contained in this agreement is in derogation of Dhirajsons S R MODI RETAIL (P) LTD right to comply with governmental, court and law enforcement requests or requirements relating to your use of the Dhirajsons.in sites/services or information provided to or gathered by Dhirajsons S R MODI RETAIL (P) LTD with respect to such use. If any part of this agreement is determined to be invalid or unenforceable pursuant to applicable law including, but not limited to, the warranty disclaimers and liability limitations set forth above, then the invalid or unenforceable provision will be deemed superseded by a valid, enforceable provision that most closely matches the intent of the original provision and the remainder of the agreement shall continue in effect. Unless otherwise specified herein, this agreement constitutes the entire agreement between the user and Dhirajsons S R MODI RETAIL (P) LTD with respect to the Dhirajsons.in sites/services and it supersedes all prior or contemporaneous communications and proposals, whether electronic, oral or written, between the user and Dhirajsons S R MODI RETAIL (P) LTD with respect to the Dhirajsons.in sites/services.
Ground floor [A]Fruits and Vegetables Sunglasses [c]Spices [D]Ready to eat [E]Ready to cook [f]Sweets and far son [G]Confectionaries [H]Beverage Tea and coffee [J]Appliances [K]Plastics [L]Utensils [M]Crockery’s [N]International food items [o]soft drink [p]milk items [q]Frozen foodDetergents [T]Dairy products soaps [V]Home cleaner [W]crockery [X]Cosmetics
First floor [A]Ladies western Night wear/Lingerie [C]Ladies Ethnic [D]Saree and Dress Materials [E]Boys and Girls [f]Toys *G+Men’s Formals *H+Men’s Ethnic *i+men’s Casuals *J+Men’s Accessories [k]Night wear *L+Men’s party [M]Footwear [N]Home linen [O]Luggage [P]baby wears [q]Denim and T-shirtsGolden Items [T]Undergarments Stationery [V]Ladies hand bag
Second Floor [A]Home appliance Electronic items [C]Mobiles [D]Fashion and Jewellery [E]Furniture [F]Hardware [G]Home Décor [H]Home Textiles Book music and stationery
Third Floor [A]Food Court Entertainment Zone [C]Saloon
Chapter -2 Objective of study Scope of study Importance of study Research methodology
Objective of the study:
Main Objective of the study is to find out the buying behaviour of the customers at DHIRAJ SONS There are some extensive Objective for the study which are listed below. [1]To find out the buying behavior of the customers at DHIRAJ SONS (Athwa gate) in surat. [2]To identify main competitors of DHIRAJ SONS(Athwa gate) in surat. [3]TO determine the current status of DHIRAJ SONS(Athwa gate) in surat. [4]To find out the customers response toward DHIRAJ SONS(Athwa gate) in surat. [5]To find out the customers buying perception on different attributes through questionnaires.
Scope of study:-
The scope of this research is to identify the buying behaviour of customer of DHIRAJ SONS(Athwa gate) in surat.This reseach is based on primary data and secondary data.Due to time constraint only limited number of persons contacted.This study only focuses on urban buying behaviour of customer.The study does not say anything about rural buying behaviur of customer because rural norms/status/attitude&acceptance of the rural customers differs with urban customers.The scope of research is limited in surat.It aims to understand the skill of the company in the area like techonlogical advancement,competition in management.
Importance of study:The study shows customers buying behavior at DHIRAJ SONS(Athwa gate)in surat. Its provide guideline for further reseach in surat for organized retail.Reseach saya about customers buying behaviour towards DHIRAJ SONS(Athwa gate) in surat.The reseach is also importance to identify market size,griwth and market potential of DHIRAJ SONS (Athwa gate) in surat.The reseach shows future Scenario of DHIRAJ SONS in current perspective.The studu shows Opportunities and chai\llenges for DHIRAJ SONS respect of internal&external environment.Reseach says about main competitors in the field of organized retail sectors.The study provides guideline extension of DHIRAJ SONS (Athwa gate)in surat.
RESEARCH METHODOLOGY:Marketing reseach is defined as a systematic gathering and analysis of the data concern with an objective>The whole is divided into various parts and after compilation of that we reach at certain finding,which enable us to marketing of the relevant and inter-related variables. Technology and customers tastes and preferences play a vital role in todays generation.Reseach Methodoly is a set of various methods to be followed to find out various informations market strata of different products.Reseach Methodogy is required for every industrial service industries for getting acquire knowledge of their Product
Period of study:This study has been carried out for a maximum period of 8 weeks.
Area of study:The study is exclusively done in the area of marketing.It is a process requining care,sophistication,experience,business judgemene,and imagination for which there can be no mechanical substitutes.
Sampling Design:The convenience sampling is done because any probability samping procedure would require detailed information about the universe,which is not easily available further,it being an exploratory reseach.
Sample procedure:In this study “Convenience samping” procedure is used.Convenience sampling is preferred because of some limitation and the complexity of the random sampling.Area sampilng is used in combination with convenience sampling so as to collect the data from different regions of the city and to increse reliability.
Sampling Size:The sampling size of the study is 200 users.
Data Collection:-
Data is collected from various customers through personal interaction.Specific questionnaire is prepared for collected data. Data is collected with mere interaction and formal discussion with different respondents>Some other relevant information collecter through secondary data.
Tools of Analysis:The market survey and the techniques for marketing and investment of finance is carried out by physically interacting with the potential customers in DHIRAJ SONS.
Research Design:The reseach work is exporatory in nature,and is meat to provide the basic information required by reseach objective.It is a preliminary study based on primary data and the finding can be consolidated after a detailed conclusive study has been carried out.
Chapter -3 Data collection Data analysis
Data collection
Data can be classified under two categories depending upon the sources utilized. There categories are, [1]Primary Data [2]Secondary Data DATA COLLECTION Data is collected by using various methods.For the purpose of fulfilling the objective of study and for completing the reseach project Report,both primary and secondary data collected. [1]PRIMARY SOURCES QUESTIONNAIRE Keeping in view the objective of study a questionnaire(As given Annexure)was selected there is 12 in all.All question are small in size and arranged logically.The language is simple to understand. INTERVIEW INFORMATION Interview information was also obtained by conversation with customers they were interviewed personally. [2]SECONDARY DATA The second information is taken from company document available on websites.The other related journals information and associations sites have also been viewed.
SAMPLING DESIGN In the backdrop of objective set,a sample study conducted in Surat. SAMPLING SIZE: 200 CONSUMERS Contacted during this reseach work.The nature of sampling is NON SAMPLING
CONVINANCE SAMPLING HELPED IN KEEPING THR PATH OF RESEACH IN FOCUS THROUGHOUT THE WORK.
Collection of the questionnaire:Sufficient time was given to yhe resondents to answer the questionnaire. Problem faced while collecting and filling questionnaire:Some of the respondents were hesitant to answer the questionnaire.Some respondents did not want to answer the quetionnaire,so they left it unanswered.Where the resondents did not find the relevant answer in his choice provided,they added they added their own choice or left it unanswered. Tabulation After all the questionnaires were collected back,the responses were tabulated.Each answer of the respondent was tabulated to its respective category.
ANALYSIS
I have done a market field survey on DHIRAJ SONS(MEGA STORE-ATHWA GATE].I have 200 respondents at DHIRAJ SONS[MEGA STORE].A secific questionnaire is prepared for the customers and data is obtained from them by moving around DHIRAJ SONS[MAGA STORE] Personally interacting with them.The customers gave me valuable information regarding consumption pattern in DHIRAJ SONS[MEGA STORE].I collected all those information and a proper analysis is done. All the analysis and its interpretations are discussed below.Each of the analysis is done as per the information obtained from the customers and a serious interpretation has been ti best of my effort.
1)Customers monthly income
ANALYSIS
The above diagram shows the distibution of income level of customer coming in to DHIRAJ SONS[MEGA STORE-ATHWA GATE AREA].Among the 200 resondents 50% of customers are of middle income level that is between rs 10000-20000 per month.Least number of customers visiting DHIRAJ SONS[MEGA STORE-ATHWA GATE]are the highet income level people[MORE THAN 40000 Per month]that constitute only 5%.The lower income level of people coming to DHIRAJ SONS [MEGA STORE-ATHWA GATE] Constitutes of 20%.25% of people belong to no income group which mostly consis of stdents.
ANALYSIS OUT OF 200 respondent 29% of respondent visit dhiraj sons weekly for shopping 34% of respondent visit dhiraj sons on monthly basis 23% of respondent visit dhiraj sons on quarterly base and 14% visit dhiraj sons on un planned basis
3)When customer thinking about shopping which retail outlet comes in their mind first
ANALYSIS
Out of the 200 respondents 25% of resondents go for kirana store for shopping,when the customer thinking shopping 40% of the respondent give the name of DHIRAJ SONS[MEGA STORE]and it comes 1st when the thinking for shopping,27% respondent thing about Big bazaar shopping and 8% of the respondent think for others[D mark,N mart,Reliance fresh]when the thinking for shopping
4)
Purpose behind visiting DHIRAJ SONS[MEGA STORE]
ANALYSIS
Out of the 200 respondent 70% of resondents visit DHIRAJ SONS[MEGA STOREATHWA GATE AREA]For shopping,15% for outing and 10 %and other 5% visit DHIRAJ SONS[MEGA STORE-ATHWA GATE]For both the purposes.
5)products mostly purchased by customers in DHIRAJ SONS[MEGA STORE-ATHWA GATE]
ANALYSIS
This chart clearly indicates that the demand for grocery that is 31% by the customers followed by clothes rated 15%.The demand is for food items that is 27%.27% demand is for leather items in DHIRAJ SONS[MEGA STORE-ATHWA GATE].
6)Expenditure pattern of customers coming in To DHIRAJ SONS[MEGA STORE]
ANALYSIS
You can clearly see from this graph that majirity of the customers spend a lot in DHIRAJ SONS[MEGA STORE-ATHWA GATE]that is 29% of people spend more than Rs.2000 in a single visit to DHIRAJ SONS[MEGA STORE-ATHWA GATE].Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs15002000 respectively in a visit DHIRAJ SONS[MEGA STORE-ATHWA GATE].11%OF People spend Rs 500-1000 and only 16% of customers are these who spends less than Rs5oo in their visit DHIRAJ SONS[MEGA STORE-ATHWA GATE].
7)TIME SPENT BY CUSTOMERS IN SHOPPING IN DHIRAJ SONS[MEGA STORE-ATHWA GATE]
ANALYSIS People spend a lot of time in shopping in a DHIRAJ SONS[MEGA STOREATHWA GATE].Majority of the respondents 10% said that they spend at least 1 hour to 1 half hours in DHIRAJ SONS[MEGA STORE-ATHWA GATE].22% Respondents also said that they spend 1 halfs hours to 2 hours in their visit DHIRAJ SONS[MEGA STORE-ATHWA GATE].35% of people said that they spend very little time that is less than an hour in DHIRAJ SONS[MEGA STORE-ATHWA GATE].
8)Comparison of footfalls in specially in Wednesday, weekdays and week ends
ANALYSIS
The above shows that more number of people comes to DHIRAJ SONS [MEGA STORE-ATHWA GATE]in weekends than that of week days days and wedenesday.31% of people visits DHIRAJ SONS[MEGA STORE-ATHWA GATE]in weekdays and 16% on wedenesday,where as 53% of people visit DHIRAJ SONS[MEGA STORE-ATHWA GATE]in weekends.
9)Customers preference of timing ti visit DHIRAJ SONS
ANALYSIS
The above pie chart shows that most of the people prefer to visit DHIRAJ SONS[MEGA STORE-ATHWA GATE]IN EVENING TIME THAN THAT OF THE DAY TIME.ONLY 28% OF PEOPLE TEND TO VISIT dhiraj sons[mega store-athwa gate] during day time while 72% of people tend to visit DHIRAJ SONS[MEGA STOREATHWA GATE]during after noon time
10)Customers preference towards kirana store
ANALYSIS
Out of my total respodent of 200 custoners,65% of them saya they go to their near by kirana store and 35% said that they don’t at all go to any kirana store,this shows that majority of people go to kirana store even through they visit DHIRAJ SONS[MWGA STORE-ATHWA GATE].But some customers are there who never goes to any kirana store.
11)Comparison of DHIRAJ SONS[MEGA STORE-ATHWA GATE]
FINDINGS PRICE:-
ANALYSIS
35% people say that DHIRAJ SONS provide very good cheapter price ,35% say they provide good cheapter price,25% say they provide average cheaper price, only 5%say they bad price,and 0% say they very bad price.
SERVICE:-
35% of people say DHIRAJ SONS Provide very good service,10% of people say Provide good service,30% of people say provide average service,15% of people say provide bad service,10% of people say provide very bad service.
DISCOUNT:As per discount is concened 40% of customer said DHIRAJ SONS[MEGA STORE]Provide very good discount,30% say good,15% say average discount provided,10% say bad,5% say very bad discount provide in comparison kirana store.
Variety:Each and every customer that26% say that DHIRAJ SONS[MEGA STORE] Provided very good variety,24%say that Provided good variety,30% say that provided Average variety,12% say that provided bad variety,8% say that provided very bad variety in Comparison nearest kirana store.
Quality:As per quality of concerned 50% say that DHIRAJ SONS[MEGA STOREATHWA GATE]Very good quality provided,25% say good quality provided,25% say Average quality provided,and 0% say bad&very bad quality provided in the comperison kirana store.
Chapter -4 Findings Suggestion Swot analysis
Finding
1. 29% and 34% of the customers buy their requirement in DHIRAJ SONS on the basis of Weekly and monthly basis. customers realized thet DHIRAJ SONS stores provide qualitative products/service with reasonable price. 2. At present time DHIRAJ SONS provide around 1200 different types of product assortments to the customers. 3. From anslysis I found out that most of the people were affected and attracted with offers and schemes. 4. Continuously opening of DHIRAJ SONS chains in different major cities, increasing quantities of the customers & profit show that DHIRAJ SONS most accepted name in organized retail chain in lndia. 5. DHIRAJ SONS mainly deals with middle income group people who want qualitative product with reasonable cost. 6. DHIRAJ SONS has a good reputation of itself in the market. 7. DHIRAJ SONS has bpositioned itself in the marketb as a discounted store. 8. DHIRAJ SONS hoids a huge customer base. The majority of customers belong to middle class family. 9. There are more then 50 DHIRAJ SONS in different cities of lndia; it seems that there is a vast growth of DHIRAJ SONS lying as customers demand is increasing for DHIRAJ SONS. 10.DHIRAJ SONS is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jeweler, crockery, decorative 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. 11.The major players in retail industries are DHIRAJ SONS, The Tata Groups (coma), Visual Retail Group, Reliance, Kirana stores & D mart etc.
Suggestions
(1)DHIRAJ SONS Should include more of branded products its product category so as to attract the brand choosy people to come in to DHIRAJ SONS. [2]It should make different cash counters for different customers. Cash counter and credit payment counter should be placed differently in order to reduce the rush and save the customers time. This will be a kind of motivator for the customers of DHIRAJ SONS. [3]The service of the sais persons is needed to be improved>personal care should be taken by the sales person for the customers so that the customers feel good. [4]During the off peak hours DHIRAJ SONS should provide some offers to its customers so that people would be encouraged to come to DHIRAJ SONS during off peak hours. The customers who are present in the mall during the off peak hours of DHIRAJ SONS will definitely go in to DHIRAJ SONS if surprise offers are made at that time. [5]Customers care department is needed to take proper care of customer complaints and queries. The person sitting at the help desk of DHIRAJ SONS should be able to provide all necessary information to the customers whenever it is required. [6]The infrastructure is needed to be changed a Bit during weekends as heavy crowd comes in to DHIRAJ SONS during those days.
SWOT analysis of DHIRAJ SONS
A SWOT analysis is done to know the strengths, weakness, opportunities and threats of any company. This analysis will explain about the strengths, weakness, opportunities and threats of DHIRAJ SONS
Strengths of DHIRAJ SONS [A]High Brand equity enjoyed by DHIRAJ SONS A vast variety of stuff available under one roof [c]Maximum percent of footfalls converted in sales [d]It Offers a family shopping experience, where entire family can visit together. [e]Available facilities such as booking and delivery of goods. [f]cheap price Weaknesses of DHIRAJ SONS
[1]Lacks in branded products. [2]low in product quality. [3]general precipitation:-“low price=Low quality” [4]Overcrowded during offers [5]Long lines at billing counters which are time consuming. [6]Limitated only to value offering low price products. AA number of branded products are still missing from DHIRAJ SONS line products.
opportunities for DHIRAJ SONS
» To open up more and more number of DHIRAJ SONS in different . cities of the country » to grab the rural market. » To bring in the customers of other retil outlet by dealing with branded products. » Add more products to its product category. » Increasing mall culture in lndia. » More peopie these days prefor to visit DHIRAJ SONS where they can find large variety under one roof Threats for DHIRAJ SONS
? opening up of other discounted stores like Big bazaar ?Availability of products in other retail outlets ?Competition from other value retail chains such as big bazaar,Reliance fresh and D mart. ?Unorganized retail also appears to be a threat to DHIRAJ SONS business. A large population still prefers to visit local convenient stores for daily purchases
chapter -5 limitation of study
Limitation of study Certain limitation do creep in a research study in a research study due constraints of the time and human efforts the present study are also not free from certain limitation which were unavoidable [1] some Customers were not willing to give answer due to their busy schedule. [2]Due to large size of the population only a selected Sample of Customer could be contacted. *3+Data don’t represent entire Population behavior. [4]Due to time constraint and other imperative work load during the time period it could not be made possible to explore more area of concern pertaining to study. [5]also impossible for Company to provide information which is confidential. [6]Some customers were not able to do justification to the questionnaire. [7]It was assumed that respondent have the knowledge of the choice that were given in the questionnaire and respondent were compelled to choose only from given alternatives. [8]As per Company rule many information was not disclose as the manager are busy in their daily schedule.It is not Possible for us to spend more time in interaction with them.
Chapter -6 Bibliography Questionnaire
Bibliography Books
Kotler Philip,Marketing management,(Pearson education,12th edition) C.K Kothar(“Research methodology”) Berman B and Evans ratail management(Pearson education 10th edition) Louden D.l &bitta Delia consumer behavior
Magazine:Business World The Economic Times
Through net surfing:http://www.dhirajsons.com
Questionnaire of consumer buying behavior in DHIRAJ SONS (MEGA STORE) __________________________________________________________ Dear Sir/Madam, I am a student of shri shambhu bhai v. patel college of busi. Mgt , conducting a marketing survey on “CONSUMER Buying behavior of Dhiraj sons(mega store), IN SURATCITY (Athwa gate)”. I request you to fill this questionnaire & I assure that this data will be used only for study purpose & it will be kept confidential. Name: Age: Gender: Address: Phone no. : (1) what is your monthly income? [ ] below 10,000 [ ] 20,000 to 40,000
[ ] 10,000 to 20, 000 [ ] more than 40,000 (2) When are you thinking about retail shopping which outlet comes first in your mind? [ ] kirana store [ ] DHIRAJ SONS
[
] big bazaar
[
]please specify_________________
(3) do you think about DHIRAJ SONS ?
[
] yes
[
] no
(4) What is the purpose behind visiting DHIRAJ SONS? [ [ ] shopping [ ] outing
] other please specify ___________________________________________
(5) Which type of products do you mostly purchase in DHIRAJ SONS? [ [ [ ] clothes ] grocery ] food item [ [ [ ] gift item ] saloon ] entertainment
[ ] electronic items [ ] any other please specify ______________ (6) on an average how much amount of the money do you spend in a visit to DHIRAJ SONS ? [ [ [ ] below 500 ] 500 to 1000 ] more than 2000 [ [ ] 1000 to 1500 ] 1500 to 2000
(7) How much time do you spend in visit in DHIRAJ SONS? [ [ ] less than half an hour ] half an hour to one hour [ [ ] one and half hour to two hour ] more than two hour
[ ] one hour to one and half hour (8) which day of the week do you prefer to visit in DHIRAJ SONS ? [ ] specially Wednesday [ ] week day [ ] week ends
(9) which time of the day do you mostly prefer to visit in DHIRAJ SONS ? [ ] 9:00 a.m. to 1:30 p.m. [ ] 3:30 p.m. to 7:00 p.m. [ ] 1:30 p.m. to 3:30 p.m. [ ] 7:00 p.m. to 10:00 p.m. (10) what encourages you to visit DHIRAJ SONS ? [ ] price [ ] service [ ] product variety [ ] discount
[
] product quality
[
] shopping experience
(11) do you go to kirana store ? [ ] yes [ ] no
(12) compare your nearest kirana store with DHIRAJ SONS ? Rate in 1 to 5 1 2 3 4 5 price service Discount verities quality
THANKING YOU
doc_103406374.docx
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF DEGREE BACHLOR OF BUSINESS ADMINISTRATION (BBA)
SUBMITTED BY: ANIL KAMALIYA (ROLL NO. 88) T.Y. B.B.A. (SEMESTER 6) SUBMITTED TO : MR. BHAVIK SHAH I/C PRINCIPAL : MR. CHINTU THHAKAR
TO VEER NARMAD SOUTH GUJARAT UNIVERSITY (SURAT) S.V.PATEL COLLEGE OF COMPUTER SCIENCE AND BUSINESS MANAGEMENT
DECLARATION
Kamaliya Anil His by declare that the project work entitled “WINTER PROJECT ON STUDY BUYING BEHAVIOR OF CUSTOMERE IN DHIRAJ SONS is a name renowned name in Retail.DHIRAJ SONS is now a brand image in private retail sector. While my two month project, I was at DHIRAJ SONS (Athwa gate) to find THE CONSUMER BUYING BEHAVIOUR AT DHIRAJ SONS (ATWA GATE) IN SURAT. Practical training through experts of DHIRAJ SONS gave me actual input to fulfill my real aim. This report is the written account of what I learnt experienced during my training. I wish those going through it will get useful information.
ACKNOWLEDGEMENT
It is highly eventful at DHIRAJ SONS(ATWA GATE) in Surat working with highly devoted employees and will probably remain the most memorable experience of my life.Hence,this acknowledgement to a humble attempt to earnestly thanks all those who were directly or indirectly involved in our project work and where of immense helps to me. I am very thankful to the management of DHIRAJ SONS for extending the facility of valuable training to me. This kind of training is very educational and inspiring motivational for student likes me. It gives me opportunity to explore the ethics of the company and the kind of challenges that the corporate world calls for and what I will be facing after completion of my study. This kind of training brings the professional attitude in the student, make them fit to be corporate kinds of future and better professionals. This kind of paradigm gives immense opportunity to reveal vote of thanks to AMAL SAHA Showing trust and confidence in me and assigning me such an esteemed project work. I am very thankful to MR. BHAVIK SHAH for helping me in this project. I am very much thankful to our principal MR. CHINTU THAKAR for making me able to do this project. My earnest gratitude to my project Guide MR. BHAVIK SHAH for their valuable guidance and encouragement as a guide during our training period. They helped me overcome all hurdles that I faced while preparing project. I thank all company personnel and friends who have provided me support in making our training a great success.
KAMALIYA ANIL
SUBJECT
PAGE NO.
Chapter - 1
Introduction
1 10 – 15
Chapter - 2 2.1 2.2 2.3 2.4 Chapter - 3 3.1 3.2 Chapter - 4 4.1 4.2 4.3 Chapter - 5 Chapter - 6
Findings of research.
Objective of the study Scope of the study Impotence of study Research methodology 16 Data collection. Data analyses 17
Suggestions SWOT analysis Limitation of the study. ANNEXURE(S) Bibliography Questionnaire 18 19 – 23
Chapter -1 Introduction of company
INTRODUCTION OF DHIRAJ SONS
The MODI Family proudly have been in business from the past 62 yearsSubgrp. Our journey started from asmall grocery shop in the heart of the city, which is today the posh area of SURAT-ATHWALINES. We were the first to start a family general store in 1947 namely R. Dhiraj Modi. We climbed the Ladder of success with the great support of our valued customers who cooperated with us & encouraged Us to start a departmental store. The departmental store started in 1984 as the first store in Gujarat meeting all demands under one roof. To satisfy- all our customers we added to our store a greeting card shop, music shop, plastic corner & stationery shop in 1995. Our perfect management & selfless service to our customers can be seen from the support. We have got from our customers, which enabled every venture of ours into a grand success. We always wanted to stay ahead of our competitors and brought advancement to our city by introducing. a. Self service system b. On line computerized billing system, which made our work, systematic & saved lots of time of our valued customersSubgrp. Going further we introduced the barcode technology in 1997. Our desire to make shopping more fun rather than an essential thing we started a THE MEGA STORE with ground + 3 floors 15000 sq feet making shopping a pleasure. We are venturing into a unique store with 40000 sq feet where shopping will be a paradise for you. We pray we always will get the valued support of our DHIRAJ customersSubgrp. FASHION WORLD MEGA STORE SUPER MARKET TOY SHOP
A grand Fashion world for branded Men, Women, Kids Garments & Accessories and presenting a constant changing Fashion World. The entire place is totally air conditioned with gorgeous automatic escalator entrance. A Three Stored store housing all kinds of groceries, toiletries, food stuffs, household items, crockery's, watches, electronic items, gift items etc. A store housing all kinds of groceries, toiletries, food stuffs, household items, crockery's, watches, electronic items, gift items etc. An extravagant collection of toys, soft toys and games are available for kids of all ages. Cards for Birthday, Anniversary, Sorry, Thank you, New year, Christmas, Pateti, Idd, Condolences, Friendship, Love and Bets Wishes. All kinds of plastic items like buckets, tumblers, boxes, jars, household items etc.
English, Hindi, Gujarati Audio Cassettes and Compact Discs.
Services Available We always serve with a smile ...
? Instant Home Delivery ? Prompt After Sales Service ? Returning/Exchange Of Goods ? Accepting Major Credit Cards ? Providing Best Quality ? Reasonable Price ? Multi Discount Cards
With Valid Invoice
Disclaimer
In no event shall Dhirajsons S R MODI RETAIL (P) LTD and/or its suppliers be liable for any direct, indirect, punitive, incidental, special, consequential damages or any damages whatsoever including, without limitation, damages for loss of use, data or profits, arising out of or in any way connected with the use or performance of the Dhirajsons.in sites/services, with the delay or inability to use the Dhirajsons.in site/services or related services, the provision of or failure to provide services, or for any information, software, products, services and related graphics obtained through the Dhirajsons S R MODI RETAIL (P) LTD sites/services, or otherwise arising out of the use of the Dhirajsons.in sites/services, whether based on contract, tort, negligence, strict liability or otherwise, even if Dhirajsons S R MODI RETAIL (P) LTD or any of its suppliers has been advised of the possibility of damages. Dhirajsons S R MODI RETAIL (P) LTD does not endorse in anyway any advertisers/ contents of advertisers on its WebPages.
Please therefore it is recommended that the visitors verify the veracity of all information on their own before undertaking reliance and actioning thereupon. Dhirajsons S R MODI RETAIL (P) LTD shall not be responsible nor liable for any consequential damages arising on account of yours relying on the contents of the advertisement. Though we take all possible care, the information, products, and services included in or available through the Dhirajsons.in site/services may include inaccuracies or typographical errors. Changes are periodically made to the Dhirajsons.in sites/services and to the information therein. Dhirajsons S R MODI RETAIL (P) LTD and/or its respective suppliers may make improvements and/or changes in the Dhirajsons.in sites/services at any time. Advice received via the Dhirajsons.in sites/services should not be relied upon for personal, medical, legal or financial decisions and you should consult an appropriate professional for specific advice tailored to your situation. Dhirajsons S R MODI RETAIL (P) LTD and/or its respective suppliers make no representations about the suitability, reliability, availability, timeliness, lack of viruses or other harmful components and accuracy of the information, software, products, services and related graphics contained within the Dhirajsons.in sites/services for any purpose. All such information, software, products, services and related graphics are provided "as is" without warranty of any kind. Dhirajsons S R MODI RETAIL (P) LTD and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, software, products, services and related graphics, including all implied warranties and conditions of merchantability, fitness for a particular purpose, workmanlike effort, title and non-infringement. Visitors to this site specifically agree that Dhirajsons S R MODI RETAIL (P) LTD shall not be responsible for unauthorized access to or alteration of their transmissions or data, any material or data sent or received or not sent or received, or any transactions entered into through a Dhirajsons S R MODI RETAIL (P) LTD /service. Visitors specifically agree that Dhirajsons S R MODI RETAIL (P) LTD is not responsible or liable for any threatening, defamatory, obscene, offensive or illegal content or conduct of any other party or any infringement of another's rights, including intellectual property rights. Visitors specifically agree that Dhirajsons S R MODI RETAIL (P) LTD is not responsible for any content sent using and/or included in a Dhirajsons S R MODI RETAIL (P) LTD site/service by any third party. This agreement is governed by the laws of republic of India. Visitors to this site hereby irrevocably consent to the exclusive jurisdiction and venue of courts in Surat, Gujarat, India in all disputes arising out of or relating to the use of the Dhirajsons.in site/services. Use of the Dhirajsons.in sites/services is unauthorized in any jurisdiction that does not give effect to all provisions of these terms and conditions, including without limitation this paragraph. Visitors agree to indemnify and hold Dhirajsons S R MODI RETAIL (P) LTD , subsidiaries, affiliates, officers and employees, harmless from any claim, demand, or damage, including reasonable attorneys' fees, asserted by any third party due to or arising out of your use of or conduct on the Dhirajsons.in sites/services. Dhirajsons S R MODI RETAIL (P) LTD reserves the right to disclose any personal information about you or your use of the Dhirajsons.in sites/services, including its contents, without your prior permission if Dhirajsons S R MODI RETAIL (P) LTD has a good faith belief that such action is necessary to:Conform to legal requirements or
comply with legal process; Protect and defend the rights or property of Dhirajsons S R MODI RETAIL (P) LTD or its affiliated companies; Enforce the terms or use: Act to protect the interests of its members or others. Dhirajsons S R MODI RETAIL (P) LTD performance of this agreement is subject to existing laws and legal process, and nothing contained in this agreement is in derogation of Dhirajsons S R MODI RETAIL (P) LTD right to comply with governmental, court and law enforcement requests or requirements relating to your use of the Dhirajsons.in sites/services or information provided to or gathered by Dhirajsons S R MODI RETAIL (P) LTD with respect to such use. If any part of this agreement is determined to be invalid or unenforceable pursuant to applicable law including, but not limited to, the warranty disclaimers and liability limitations set forth above, then the invalid or unenforceable provision will be deemed superseded by a valid, enforceable provision that most closely matches the intent of the original provision and the remainder of the agreement shall continue in effect. Unless otherwise specified herein, this agreement constitutes the entire agreement between the user and Dhirajsons S R MODI RETAIL (P) LTD with respect to the Dhirajsons.in sites/services and it supersedes all prior or contemporaneous communications and proposals, whether electronic, oral or written, between the user and Dhirajsons S R MODI RETAIL (P) LTD with respect to the Dhirajsons.in sites/services.
Ground floor [A]Fruits and Vegetables Sunglasses [c]Spices [D]Ready to eat [E]Ready to cook [f]Sweets and far son [G]Confectionaries [H]Beverage Tea and coffee [J]Appliances [K]Plastics [L]Utensils [M]Crockery’s [N]International food items [o]soft drink [p]milk items [q]Frozen food
First floor [A]Ladies western Night wear/Lingerie [C]Ladies Ethnic [D]Saree and Dress Materials [E]Boys and Girls [f]Toys *G+Men’s Formals *H+Men’s Ethnic *i+men’s Casuals *J+Men’s Accessories [k]Night wear *L+Men’s party [M]Footwear [N]Home linen [O]Luggage [P]baby wears [q]Denim and T-shirts
Second Floor [A]Home appliance Electronic items [C]Mobiles [D]Fashion and Jewellery [E]Furniture [F]Hardware [G]Home Décor [H]Home Textiles Book music and stationery
Third Floor [A]Food Court Entertainment Zone [C]Saloon
Chapter -2 Objective of study Scope of study Importance of study Research methodology
Objective of the study:
Main Objective of the study is to find out the buying behaviour of the customers at DHIRAJ SONS There are some extensive Objective for the study which are listed below. [1]To find out the buying behavior of the customers at DHIRAJ SONS (Athwa gate) in surat. [2]To identify main competitors of DHIRAJ SONS(Athwa gate) in surat. [3]TO determine the current status of DHIRAJ SONS(Athwa gate) in surat. [4]To find out the customers response toward DHIRAJ SONS(Athwa gate) in surat. [5]To find out the customers buying perception on different attributes through questionnaires.
Scope of study:-
The scope of this research is to identify the buying behaviour of customer of DHIRAJ SONS(Athwa gate) in surat.This reseach is based on primary data and secondary data.Due to time constraint only limited number of persons contacted.This study only focuses on urban buying behaviour of customer.The study does not say anything about rural buying behaviur of customer because rural norms/status/attitude&acceptance of the rural customers differs with urban customers.The scope of research is limited in surat.It aims to understand the skill of the company in the area like techonlogical advancement,competition in management.
Importance of study:The study shows customers buying behavior at DHIRAJ SONS(Athwa gate)in surat. Its provide guideline for further reseach in surat for organized retail.Reseach saya about customers buying behaviour towards DHIRAJ SONS(Athwa gate) in surat.The reseach is also importance to identify market size,griwth and market potential of DHIRAJ SONS (Athwa gate) in surat.The reseach shows future Scenario of DHIRAJ SONS in current perspective.The studu shows Opportunities and chai\llenges for DHIRAJ SONS respect of internal&external environment.Reseach says about main competitors in the field of organized retail sectors.The study provides guideline extension of DHIRAJ SONS (Athwa gate)in surat.
RESEARCH METHODOLOGY:Marketing reseach is defined as a systematic gathering and analysis of the data concern with an objective>The whole is divided into various parts and after compilation of that we reach at certain finding,which enable us to marketing of the relevant and inter-related variables. Technology and customers tastes and preferences play a vital role in todays generation.Reseach Methodoly is a set of various methods to be followed to find out various informations market strata of different products.Reseach Methodogy is required for every industrial service industries for getting acquire knowledge of their Product
Period of study:This study has been carried out for a maximum period of 8 weeks.
Area of study:The study is exclusively done in the area of marketing.It is a process requining care,sophistication,experience,business judgemene,and imagination for which there can be no mechanical substitutes.
Sampling Design:The convenience sampling is done because any probability samping procedure would require detailed information about the universe,which is not easily available further,it being an exploratory reseach.
Sample procedure:In this study “Convenience samping” procedure is used.Convenience sampling is preferred because of some limitation and the complexity of the random sampling.Area sampilng is used in combination with convenience sampling so as to collect the data from different regions of the city and to increse reliability.
Sampling Size:The sampling size of the study is 200 users.
Data Collection:-
Data is collected from various customers through personal interaction.Specific questionnaire is prepared for collected data. Data is collected with mere interaction and formal discussion with different respondents>Some other relevant information collecter through secondary data.
Tools of Analysis:The market survey and the techniques for marketing and investment of finance is carried out by physically interacting with the potential customers in DHIRAJ SONS.
Research Design:The reseach work is exporatory in nature,and is meat to provide the basic information required by reseach objective.It is a preliminary study based on primary data and the finding can be consolidated after a detailed conclusive study has been carried out.
Chapter -3 Data collection Data analysis
Data collection
Data can be classified under two categories depending upon the sources utilized. There categories are, [1]Primary Data [2]Secondary Data DATA COLLECTION Data is collected by using various methods.For the purpose of fulfilling the objective of study and for completing the reseach project Report,both primary and secondary data collected. [1]PRIMARY SOURCES QUESTIONNAIRE Keeping in view the objective of study a questionnaire(As given Annexure)was selected there is 12 in all.All question are small in size and arranged logically.The language is simple to understand. INTERVIEW INFORMATION Interview information was also obtained by conversation with customers they were interviewed personally. [2]SECONDARY DATA The second information is taken from company document available on websites.The other related journals information and associations sites have also been viewed.
SAMPLING DESIGN In the backdrop of objective set,a sample study conducted in Surat. SAMPLING SIZE: 200 CONSUMERS Contacted during this reseach work.The nature of sampling is NON SAMPLING
CONVINANCE SAMPLING HELPED IN KEEPING THR PATH OF RESEACH IN FOCUS THROUGHOUT THE WORK.
Collection of the questionnaire:Sufficient time was given to yhe resondents to answer the questionnaire. Problem faced while collecting and filling questionnaire:Some of the respondents were hesitant to answer the questionnaire.Some respondents did not want to answer the quetionnaire,so they left it unanswered.Where the resondents did not find the relevant answer in his choice provided,they added they added their own choice or left it unanswered. Tabulation After all the questionnaires were collected back,the responses were tabulated.Each answer of the respondent was tabulated to its respective category.
ANALYSIS
I have done a market field survey on DHIRAJ SONS(MEGA STORE-ATHWA GATE].I have 200 respondents at DHIRAJ SONS[MEGA STORE].A secific questionnaire is prepared for the customers and data is obtained from them by moving around DHIRAJ SONS[MAGA STORE] Personally interacting with them.The customers gave me valuable information regarding consumption pattern in DHIRAJ SONS[MEGA STORE].I collected all those information and a proper analysis is done. All the analysis and its interpretations are discussed below.Each of the analysis is done as per the information obtained from the customers and a serious interpretation has been ti best of my effort.
1)Customers monthly income
ANALYSIS
The above diagram shows the distibution of income level of customer coming in to DHIRAJ SONS[MEGA STORE-ATHWA GATE AREA].Among the 200 resondents 50% of customers are of middle income level that is between rs 10000-20000 per month.Least number of customers visiting DHIRAJ SONS[MEGA STORE-ATHWA GATE]are the highet income level people[MORE THAN 40000 Per month]that constitute only 5%.The lower income level of people coming to DHIRAJ SONS [MEGA STORE-ATHWA GATE] Constitutes of 20%.25% of people belong to no income group which mostly consis of stdents.
ANALYSIS OUT OF 200 respondent 29% of respondent visit dhiraj sons weekly for shopping 34% of respondent visit dhiraj sons on monthly basis 23% of respondent visit dhiraj sons on quarterly base and 14% visit dhiraj sons on un planned basis
3)When customer thinking about shopping which retail outlet comes in their mind first
ANALYSIS
Out of the 200 respondents 25% of resondents go for kirana store for shopping,when the customer thinking shopping 40% of the respondent give the name of DHIRAJ SONS[MEGA STORE]and it comes 1st when the thinking for shopping,27% respondent thing about Big bazaar shopping and 8% of the respondent think for others[D mark,N mart,Reliance fresh]when the thinking for shopping
4)
Purpose behind visiting DHIRAJ SONS[MEGA STORE]
ANALYSIS
Out of the 200 respondent 70% of resondents visit DHIRAJ SONS[MEGA STOREATHWA GATE AREA]For shopping,15% for outing and 10 %and other 5% visit DHIRAJ SONS[MEGA STORE-ATHWA GATE]For both the purposes.
5)products mostly purchased by customers in DHIRAJ SONS[MEGA STORE-ATHWA GATE]
ANALYSIS
This chart clearly indicates that the demand for grocery that is 31% by the customers followed by clothes rated 15%.The demand is for food items that is 27%.27% demand is for leather items in DHIRAJ SONS[MEGA STORE-ATHWA GATE].
6)Expenditure pattern of customers coming in To DHIRAJ SONS[MEGA STORE]
ANALYSIS
You can clearly see from this graph that majirity of the customers spend a lot in DHIRAJ SONS[MEGA STORE-ATHWA GATE]that is 29% of people spend more than Rs.2000 in a single visit to DHIRAJ SONS[MEGA STORE-ATHWA GATE].Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs15002000 respectively in a visit DHIRAJ SONS[MEGA STORE-ATHWA GATE].11%OF People spend Rs 500-1000 and only 16% of customers are these who spends less than Rs5oo in their visit DHIRAJ SONS[MEGA STORE-ATHWA GATE].
7)TIME SPENT BY CUSTOMERS IN SHOPPING IN DHIRAJ SONS[MEGA STORE-ATHWA GATE]
ANALYSIS People spend a lot of time in shopping in a DHIRAJ SONS[MEGA STOREATHWA GATE].Majority of the respondents 10% said that they spend at least 1 hour to 1 half hours in DHIRAJ SONS[MEGA STORE-ATHWA GATE].22% Respondents also said that they spend 1 halfs hours to 2 hours in their visit DHIRAJ SONS[MEGA STORE-ATHWA GATE].35% of people said that they spend very little time that is less than an hour in DHIRAJ SONS[MEGA STORE-ATHWA GATE].
8)Comparison of footfalls in specially in Wednesday, weekdays and week ends
ANALYSIS
The above shows that more number of people comes to DHIRAJ SONS [MEGA STORE-ATHWA GATE]in weekends than that of week days days and wedenesday.31% of people visits DHIRAJ SONS[MEGA STORE-ATHWA GATE]in weekdays and 16% on wedenesday,where as 53% of people visit DHIRAJ SONS[MEGA STORE-ATHWA GATE]in weekends.
9)Customers preference of timing ti visit DHIRAJ SONS
ANALYSIS
The above pie chart shows that most of the people prefer to visit DHIRAJ SONS[MEGA STORE-ATHWA GATE]IN EVENING TIME THAN THAT OF THE DAY TIME.ONLY 28% OF PEOPLE TEND TO VISIT dhiraj sons[mega store-athwa gate] during day time while 72% of people tend to visit DHIRAJ SONS[MEGA STOREATHWA GATE]during after noon time
10)Customers preference towards kirana store
ANALYSIS
Out of my total respodent of 200 custoners,65% of them saya they go to their near by kirana store and 35% said that they don’t at all go to any kirana store,this shows that majority of people go to kirana store even through they visit DHIRAJ SONS[MWGA STORE-ATHWA GATE].But some customers are there who never goes to any kirana store.
11)Comparison of DHIRAJ SONS[MEGA STORE-ATHWA GATE]
FINDINGS PRICE:-
ANALYSIS
35% people say that DHIRAJ SONS provide very good cheapter price ,35% say they provide good cheapter price,25% say they provide average cheaper price, only 5%say they bad price,and 0% say they very bad price.
SERVICE:-
35% of people say DHIRAJ SONS Provide very good service,10% of people say Provide good service,30% of people say provide average service,15% of people say provide bad service,10% of people say provide very bad service.
DISCOUNT:As per discount is concened 40% of customer said DHIRAJ SONS[MEGA STORE]Provide very good discount,30% say good,15% say average discount provided,10% say bad,5% say very bad discount provide in comparison kirana store.
Variety:Each and every customer that26% say that DHIRAJ SONS[MEGA STORE] Provided very good variety,24%say that Provided good variety,30% say that provided Average variety,12% say that provided bad variety,8% say that provided very bad variety in Comparison nearest kirana store.
Quality:As per quality of concerned 50% say that DHIRAJ SONS[MEGA STOREATHWA GATE]Very good quality provided,25% say good quality provided,25% say Average quality provided,and 0% say bad&very bad quality provided in the comperison kirana store.
Chapter -4 Findings Suggestion Swot analysis
Finding
1. 29% and 34% of the customers buy their requirement in DHIRAJ SONS on the basis of Weekly and monthly basis. customers realized thet DHIRAJ SONS stores provide qualitative products/service with reasonable price. 2. At present time DHIRAJ SONS provide around 1200 different types of product assortments to the customers. 3. From anslysis I found out that most of the people were affected and attracted with offers and schemes. 4. Continuously opening of DHIRAJ SONS chains in different major cities, increasing quantities of the customers & profit show that DHIRAJ SONS most accepted name in organized retail chain in lndia. 5. DHIRAJ SONS mainly deals with middle income group people who want qualitative product with reasonable cost. 6. DHIRAJ SONS has a good reputation of itself in the market. 7. DHIRAJ SONS has bpositioned itself in the marketb as a discounted store. 8. DHIRAJ SONS hoids a huge customer base. The majority of customers belong to middle class family. 9. There are more then 50 DHIRAJ SONS in different cities of lndia; it seems that there is a vast growth of DHIRAJ SONS lying as customers demand is increasing for DHIRAJ SONS. 10.DHIRAJ SONS is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jeweler, crockery, decorative 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. 11.The major players in retail industries are DHIRAJ SONS, The Tata Groups (coma), Visual Retail Group, Reliance, Kirana stores & D mart etc.
Suggestions
(1)DHIRAJ SONS Should include more of branded products its product category so as to attract the brand choosy people to come in to DHIRAJ SONS. [2]It should make different cash counters for different customers. Cash counter and credit payment counter should be placed differently in order to reduce the rush and save the customers time. This will be a kind of motivator for the customers of DHIRAJ SONS. [3]The service of the sais persons is needed to be improved>personal care should be taken by the sales person for the customers so that the customers feel good. [4]During the off peak hours DHIRAJ SONS should provide some offers to its customers so that people would be encouraged to come to DHIRAJ SONS during off peak hours. The customers who are present in the mall during the off peak hours of DHIRAJ SONS will definitely go in to DHIRAJ SONS if surprise offers are made at that time. [5]Customers care department is needed to take proper care of customer complaints and queries. The person sitting at the help desk of DHIRAJ SONS should be able to provide all necessary information to the customers whenever it is required. [6]The infrastructure is needed to be changed a Bit during weekends as heavy crowd comes in to DHIRAJ SONS during those days.
SWOT analysis of DHIRAJ SONS
A SWOT analysis is done to know the strengths, weakness, opportunities and threats of any company. This analysis will explain about the strengths, weakness, opportunities and threats of DHIRAJ SONS
Strengths of DHIRAJ SONS [A]High Brand equity enjoyed by DHIRAJ SONS A vast variety of stuff available under one roof [c]Maximum percent of footfalls converted in sales [d]It Offers a family shopping experience, where entire family can visit together. [e]Available facilities such as booking and delivery of goods. [f]cheap price Weaknesses of DHIRAJ SONS
[1]Lacks in branded products. [2]low in product quality. [3]general precipitation:-“low price=Low quality” [4]Overcrowded during offers [5]Long lines at billing counters which are time consuming. [6]Limitated only to value offering low price products. AA number of branded products are still missing from DHIRAJ SONS line products.
opportunities for DHIRAJ SONS
» To open up more and more number of DHIRAJ SONS in different . cities of the country » to grab the rural market. » To bring in the customers of other retil outlet by dealing with branded products. » Add more products to its product category. » Increasing mall culture in lndia. » More peopie these days prefor to visit DHIRAJ SONS where they can find large variety under one roof Threats for DHIRAJ SONS
? opening up of other discounted stores like Big bazaar ?Availability of products in other retail outlets ?Competition from other value retail chains such as big bazaar,Reliance fresh and D mart. ?Unorganized retail also appears to be a threat to DHIRAJ SONS business. A large population still prefers to visit local convenient stores for daily purchases
chapter -5 limitation of study
Limitation of study Certain limitation do creep in a research study in a research study due constraints of the time and human efforts the present study are also not free from certain limitation which were unavoidable [1] some Customers were not willing to give answer due to their busy schedule. [2]Due to large size of the population only a selected Sample of Customer could be contacted. *3+Data don’t represent entire Population behavior. [4]Due to time constraint and other imperative work load during the time period it could not be made possible to explore more area of concern pertaining to study. [5]also impossible for Company to provide information which is confidential. [6]Some customers were not able to do justification to the questionnaire. [7]It was assumed that respondent have the knowledge of the choice that were given in the questionnaire and respondent were compelled to choose only from given alternatives. [8]As per Company rule many information was not disclose as the manager are busy in their daily schedule.It is not Possible for us to spend more time in interaction with them.
Chapter -6 Bibliography Questionnaire
Bibliography Books
Kotler Philip,Marketing management,(Pearson education,12th edition) C.K Kothar(“Research methodology”) Berman B and Evans ratail management(Pearson education 10th edition) Louden D.l &bitta Delia consumer behavior
Magazine:Business World The Economic Times
Through net surfing:http://www.dhirajsons.com
Questionnaire of consumer buying behavior in DHIRAJ SONS (MEGA STORE) __________________________________________________________ Dear Sir/Madam, I am a student of shri shambhu bhai v. patel college of busi. Mgt , conducting a marketing survey on “CONSUMER Buying behavior of Dhiraj sons(mega store), IN SURATCITY (Athwa gate)”. I request you to fill this questionnaire & I assure that this data will be used only for study purpose & it will be kept confidential. Name: Age: Gender: Address: Phone no. : (1) what is your monthly income? [ ] below 10,000 [ ] 20,000 to 40,000
[ ] 10,000 to 20, 000 [ ] more than 40,000 (2) When are you thinking about retail shopping which outlet comes first in your mind? [ ] kirana store [ ] DHIRAJ SONS
[
] big bazaar
[
]please specify_________________
(3) do you think about DHIRAJ SONS ?
[
] yes
[
] no
(4) What is the purpose behind visiting DHIRAJ SONS? [ [ ] shopping [ ] outing
] other please specify ___________________________________________
(5) Which type of products do you mostly purchase in DHIRAJ SONS? [ [ [ ] clothes ] grocery ] food item [ [ [ ] gift item ] saloon ] entertainment
[ ] electronic items [ ] any other please specify ______________ (6) on an average how much amount of the money do you spend in a visit to DHIRAJ SONS ? [ [ [ ] below 500 ] 500 to 1000 ] more than 2000 [ [ ] 1000 to 1500 ] 1500 to 2000
(7) How much time do you spend in visit in DHIRAJ SONS? [ [ ] less than half an hour ] half an hour to one hour [ [ ] one and half hour to two hour ] more than two hour
[ ] one hour to one and half hour (8) which day of the week do you prefer to visit in DHIRAJ SONS ? [ ] specially Wednesday [ ] week day [ ] week ends
(9) which time of the day do you mostly prefer to visit in DHIRAJ SONS ? [ ] 9:00 a.m. to 1:30 p.m. [ ] 3:30 p.m. to 7:00 p.m. [ ] 1:30 p.m. to 3:30 p.m. [ ] 7:00 p.m. to 10:00 p.m. (10) what encourages you to visit DHIRAJ SONS ? [ ] price [ ] service [ ] product variety [ ] discount
[
] product quality
[
] shopping experience
(11) do you go to kirana store ? [ ] yes [ ] no
(12) compare your nearest kirana store with DHIRAJ SONS ? Rate in 1 to 5 1 2 3 4 5 price service Discount verities quality
THANKING YOU
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