Professional Documents
Culture Documents
STUDY ON
PRIVATE LABEL BRAND VS NATIONAL BRAND
For
Mr.SREEKANTH S.V.
by
ANUDEEP KAKKERLA
BATCH-18 FO-43
S C M S
SCMS – COCHIN
September 2010
DECLARATION
SCMS – COCHIN
CERTIFICATE
SCMS – COCHIN
Private label brands vs National brands ' has been carried out by
Anudeep kakkerla in partial fulfillment of his Post Graduate
Diploma in Management.
First and foremost, I would like to thank the Almighty God for helping me to
complete this project successfully. I would also like to thank FUTURE VALUE
RETAIL LTD. and SCMS-COCHIN for giving me this opportunity and also for
their generous support.
I would like to thank Prof. K. J. Paulose, Dean and project coordinator of SCMS-
Cochin for his support and guidance to get this project done. I would like to extend
my sincere thanks to the SCMS faculty guide, Mr.Sreekanth S.V, Faculty
SCMS-COCHIN who with friendly touch showed me the right path to
accomplish the daunting task.
I am highly indebted to all those who offered their tireless support during the
course of the project and grateful to everybody’s contribution and collaboration
ANUDEEP KAKKERLA
(FO 43)
TABLE OF CONTENTS
2 Research Methodology 7
7 Bibliography 46
8 Appendix 48
List of Tables
Table No Particulars Page No
Table-1 Big bazaar’s products and it’s own brands 18
Table-2 New product seeking customers and gender cross tabulation 20
Table-17 New product shift frequency and Sach preference cross tabulation 35
Private label brands are all set to spoil the party for the national brands since
recent times. Top multi brand retailers including shoppers stop, Lifestyle, Reliance
trends, Hypercity and the Future value retail ltd plan to aggressively push own
brands at par with established ones and the new ones.
Big Bazaar intends to promote it’s private labels as national brands and license it
to other retailers where PLB contribute 20-25% of total sales. In this scenario PLB
strategy is being the most preferred one to any retailer to survive in the industry.
This research was started by finding out benefits and possibilities in introducing
private labels against national brands. For this, Big Bazaar India’s biggest hyper
market chain gave me the platform. Right from understanding various
contributions made by private brands to various departments. And their margins,
which were very much attractive. Finally through various data collection tools,
data was analyzed for proper understanding of the problem.
Few well known private brands of Big Bazaar keep showing great result and even
competing with the national brands. On this fact plate, recommendations were
designed to suit the applicability.
Promoting private brands as similar to national brands will give positive results in
terms of sales. As per the final figures from this show that Big Bazaar can
introduce more private brands in the future.
CHAPTER I
1
Introduction and theoretical background of the study
Growth of organized retail chain in India has also led to growth of private label
brands in India. Indian economy has seen average growth rate of 6.8 percent since
1994, putting purchasing power in the hands of customer. Though initial growth of
private label brands in India has been limited to certain categories like grocery and
apparel, it is expected to expand into many other categories as well. The CSO
estimated the economic growth of India for the last quarter of 2005-2006 to be 9.3
percent, marginally below 9.9 percent registered for China in the same period. For
the same, given scope for high growth, management consultancy A. T. Kearney
has placed India on top of its Global Retail Development Index in 2006. Currently,
organized retail in India is estimated to have only 3 percent share. In the total retail
market, it is expected to grow at 25-30 percent. Thus, with the growth of
organized retail in India, the private label brands are also expected to grow as
experienced in other developed countries. The growth of private label brands in
India presents an interesting opportunity for the retailer to understand the
motivations of consumers behind choice of private label brands.
2
Private labeling occurs when middlemen, usually large retailers or wholesalers,
develop their own brand. Building a following from scratch through private-label
products, especially in rough economic times, is challenging because smaller
retailers do not have the marketing budget compared to their larger-sized
competition.
3
It also spurs decisions about how to appropriately define the retailer‟s “own”
brand portfolio in order to galvanize consumers to connect and reconnect with its
franchise in a compelling manner.
4
Introduction to private brand strategy:
Private brand strategy has become a superior category of management skills and a
basis for establishing customers‟ shopping preference in retail channels. The
marketing channels are facing increasingly fierce challenges, which include
continuous development, new product types, new category management and new
privately own brands that meet customers‟ diverse demands. With rapid marketing
advancement, more innovative types of retail channels, such as department stores,
hypermarkets, wholesale warehouses, warehouse clubs, shopping malls, shopping
centers, power centers, theme/festival centers and outlet centers are develop and
introduced into the market.
5
Fig-2 Global view of PLB:
6
CHAPTER 2
Research Methodology
7
Research Methodology
Sample designing
Analysis of data
8
Title: A Study on private label brands vs national brands.
Primary objective:
9
Primary Data: Data will be collected to obtain desired information
through structured questionnaire.
Secondary Data: Data is collected through books, magazines, newspapers
and internet…etc
Plan of Analysis:
The collected data from both primary and secondary sources will be tabulated in
the form of tables. The data collection through questionnaire will be analyzed in
detail and divided into various categories of preferences. By giving inputs to
various methods in SPSS i can observe the impact of visual merchandising on
buying decisions of customers. The analysis of data using SPSS will give the
meaningful conclusion for my research.
10
CHAPTER 3
Industry & Company Profiles
11
INDUSTRY & COMPANY PROFILES:
The retail scenario is one of the fastest growing industries in India over the last
couple of years. The Indian retail industry is the third largest in the world.
Comprising of organized and unorganized sectors, though initially, the retail
industry in India was mostly unorganized consists of small and medium grocery
store, medicine stores, subzi mandi, kirana stores, paan shops etc. however with
the change of tastes and preferences of the consumers, the industry is getting more
popular these days and getting organized as well. More than 90% of retailing in
India fall into the unorganized sector, the organized sector is largely concentrated
in big cities. Organized retail in India is expected to grow 25-30 per cent yearly
and is expected to increase from Rs35, 000crore in 2004-05 to Rs109, 000 crore
($24 billion) by 2010.
Retail formats in India:
12
Discount Stores offering discounts on the retail Low Prices
Stores price
through selling high volumes and reaping
economies of scale
Hypermarket Larger than a supermarket, sometimes Low prices, vast choice
with a available
warehouse appearance, generally located including services such as
in
cafeterias
quieter parts of the city
Convenience Small self-service formats located in Convenient location and
Stores crowded extended
urban areas Operating hours.
Shopping An enclosure having different formats of Variety of shops available
Malls in store
to each other.
retailers, all under one roof.
Future Group: Pantaloon is one of the biggest retailers in India with more than
450 stores across the country. Headquartered in Mumbai, it has more than 5
million sq. ft retail space located across the country. It's growing at an enviable
pace and is expected to reach 30 million sq. ft by the year 2010.
Tata Group: Tata group is another major player in Indian retail industry with its
subsidiary Trent, which operates Westside and Star India Bazaar. Established in
1998, it also acquired the largest book and music retailer in India „Landmark‟ in
2005. Trent owns over 4 lakh sq. ft retail space across the country.
RPG Group: RPG Group is one of the earlier entrants in the Indian retail market,
when it came into food & grocery retailing in 1996 with its retail Food world
stores. Later it also opened the pharmacy and beauty care outlets „Health & Glow‟.
13
Reliance: Reliance is one of the biggest players in Indian retail industry. More
than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian
retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010.
The Future:
The retail industry in India is currently growing at a great pace and is expected to
go up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3
trillion by the year 2018. 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 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 rate of 40%.
14
According to Government of India estimate the retail sector is likely to
grow to a value of Rs. 2,00,000 crore (US$45 billion) and could yield 10 to
15 million retail jobs in the coming five years; currently this industry
employs 8% of the working population in India which is the second largest
employment provider after agriculture.
India continues to be among the most attractive countries for global
retailers. According to the Department of Industrial Policy and Promotion,
approximately US$ 47.43 million was the amount of Foreign Direct
Investment (FDI) inflow as on September 2009, in single-brand retail
trading.
More than 80% of the retail sector in the country is concentrated in the large cities.
A study reveals that among the more than 20 locations, for organized retail in
India, Mumbai was found to be the most preferred location followed closely by
Bangalore in the second position.
Future Trends:
15
The Future Group:
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of
India's leading business houses with multiple businesses spanning across the
consumption space. While retail forms the core business activity of Future Group,
group subsidiaries are present in consumer finance, capital, insurance, leisure and
entertainment, brand development, retail real estate development, retail media and
logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million
square feet of retail space in over 71 cities and towns and 65 rural locations across
India. The group owns several leading formats including Pantaloons, Big Bazaar,
Food Bazaar, Home Town, eZone and Central. Pantaloon Retail was awarded
the International Retailer of the Year - 2007, by the US-based National Retail
Federation, the largest retail trade association and the Emerging Market Retailer of
the Year 2007 at the World Retail Congress in Barcelona.
Future Group believes in developing strong insights on Indian consumers and
building businesses based on Indian ideas, as espoused in the group's core value of
'Indianness'. The group's corporate credo is, 'Rewrite rules, Retain values'.
16
The company‟s leading formats include Pantaloons, a chain of fashion
outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indian bazaars with aspects
of modern retail like choice, convenience and quality and Central, a chain of
seamless destination malls. Some of its other formats include Brand Factory, Blue
Sky, ALL, Top 10 and Star & Sitara.
The company operates 134 Big Bazaar stores, 170 Food Bazaar stores, among
other formats, in over 70 cities across the country, covering an operational retail
space of over 6 million square feet. As a focussed entity driving the growth of the
group's value retail business, Future Value Retail Limited will continue to deliver
more value to its customers, supply partners, stakeholders and communities across
the country and shape the growth of modern retail in India.
Big Bazaar:
Big Bazaar is not just another hypermarket. It caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers.
At Big Bazaar, you will definitely get the best products at the best prices - that's
what we guarantee. With the ever increasing array of private labels, it has opened
the doors into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much more at prices that
will surprise you. And this is just the beginning. Big Bazaar plans to add much
more to complete your shopping experience.
17
Brief view of Big Bazaar’s Products and it’s own brands:
Fashion Dept Food Bazaar GM-Home Gm-fashion
Luggage
Fabrics & Cut pieces
Fruits & Vegetables Furniture carriers
AFL
Electronics
Formal wear
Ready to cook TT KORYO, SENSUI
KNIGHTHOOD
Casual wear
Non food CM
DJ & C
Party wear
Species
NYX
Ethnic wear
Live kitchen
SPUNK
Accessories
RIA RITU
Under garments
SHYLA
Night wear
SHYLA
Dress material
RIA RITU
Saree SHRISTHI
Foot wear DJ &C
18
CHAPTER 4
Analysis &
Interpretation of Data
19
New product seeking customers: gender segmentation
Gender Total
male % Female % %
Always 31 33.3 16 28.1 47 31.3
Mostly 24 25.8 16 28.1 40 26.7
Sometimes 15 16.1 17 29.8 32 21.3
Rarely 15 16.1 3 5.3 18 12
First visit 8 8.6 5 8.8 13 8.7
35
30
31
25
24
20
male
15 17
16 16 15 15 Female
10
5 8
3 5
0
Interpretation:
75.3% of male and 85.1% of female are frequent visitors, on the whole 89.3% are
frequent visitors to the Big Bazaar. So trial customers are too less for Big Bazaar
as compared to other hypermarkets.
20
Buying decisions influencing factor: gender segmentation
Gender Total
male % Female % %
BD Brand 50 53.8 18 31.6 68 45.3
Lower price 13 14 19 33.3 32 21.3
Higher quality 10 10.8 15 26.3 25 16.7
After sales service 10 10.8 0 0 10 6.7
wide range availability of products 10 10.8 5 8.8 15 10
Total 93 100 57 100 150 100
60
50
50
40
30
20 male
18 19 Female
10 13 15
10 10 0 10 5
0
Interpretation:
53.8% of male makes buying decision based on brand, 37% of female makes
buying decision based on brand and lower price. On the whole 66.6% are looking
for brand with lower price. Now customer‟s slogan has become „Brand with lower
price‟.
21
Brand conscious customers: gender segmentation
Gender Total
male % Female % %
Strongly agree 35 37.6 5 8.8 40 26.7
Agree 48 51.6 32 56.1 80 53.3
Disagree 5 5.4 15 26.3 20 13.3
Strongly disagree 5 5 5 8.8 10 6.7
Total 93 100 57 100 150 100
60
50
48
40
35
30 32 male
Female
20
15
10
5 5 5 5
0
Interpretation:
89.2% of male, 64.9% of female are brand conscious customers. On the whole
80% respondents are brand conscious. So brand slogan shouldn‟t leave while
introducing PLBs.
22
Ranking the Segments where branded products are most preferred.
8
18
11
Fashion
Food
Non food
46
Electronics
Foot wear
67
Interpretation:
44.7% are saying „non food segment‟ is the most preferred, 30.7% has given food
segment as 2nd preference. In the Food Bazaar, non-food dept is the most brand
sensitive area.
23
Medium of awareness of different available brands in Big Bazaar…
20
18
16
14
12
10
8
always
6 mostly
4
2 Sometimes
0
Rarely
First visit
Interpretation:
Big bazaar‟s most preferable five mediums are able to convince 58% of frequent
visitors. Advertising (print/digital) is being the best reachable and economical
medium among all five.
24
Well known fashion private label brand…
Valid
Frequency Percent Percent
DJ&C 68 45.3 54.8
AFL 47 31.3 37.9
Spunk 4 2.7 3.2
Knighthood 5 3.3 4.0
Total 124 82.7 100.0
5
4
DJ&C
AFL
47 Spunk
68
Knighthood
Interpretation:
The brands DJ & C and AFL are well known brands as 92.7% responded
positively towards them. Both were penetrated well in men‟s wear segment.
Dhoni‟s endorsement is playing major role in creating this turn towards these 2
brands.
25
Well known Food bazaar’s private label brand…
60
50
52
40
39
30
20
17
10
3 2
0
Tasty treat Clean mate Pure & Fresh Care mate Sach
Interpretation:
34.7% responded positively towards the brand Tasty treat, another 26% said pure
& fresh brand is also a well known brand in food category. But both are facing
tough competition from major FMCG manufacturers.
26
Awareness on private label brands in electronics…
Gender Total
male % Female % %
Koryo 88 94.6 48 84.2 136 90.7
Sensei 5 5.4 9 15.8 14 9.3
Total 93 100 57 100 150 100
100
90
88
80
70
60
50 Koryo
48
40 Sensei
30
20
10
5 9
0
male Female
Interpretation:
94.6% of male and 84.2% of female are aware of the electronics brand Koryo.
This was made by personal references and mouth talk in most of the times.
27
Private label brands are economical…
Gender Total
male % Female % %
Strongly agree 20 21.5 19 33.3 39 26
Agree 57 61.3 32 56.1 89 59.3
Neither agree nor disagree 7 7.5 5 8.8 12 8
Disagree 5 5.4 1 1.8 6 4
Strongly disagree 4 4.3 0 0 4 2.7
Total 93 100 57 100 150 100
60
57
50
40
30
32
male
20
20 Female
19
10
7 5 5 1 4 0
0
Interpretation:
82.2% of male and 89.4% of female are saying „Big Bazaar‟s private brands are
economical‟. Since PLS is being succeeded in the case of Big Bazaar PLB
merchandising.
28
Private label brands provide quality…
Total
male % Female % %
strongly agree 33 35.5 13 22.8 46 30.7
Agree 40 43 37 64.9 77 51.3
Neither agree nor disagree 11 11.8 3 5.3 14 9.3
Disagree 4 4.3 4 7 8 5.3
Strongly disagree 5 5.4 0 5 3.3
Total 93 100 57 100 150 100
45
40
40
35 37
30 33
25
20
male
15
10
Female
13
11
5
3 4 4 5 0
0
Interpretation:
78.5% of male and 87.7% of female are accepting „Big Bazaar‟s private brands are
providing quality‟. This attribute can compete with NB, so that PLB penetration
can be more effortless.
29
Change of buying decision towards private label brands…
35
30
25
20
strongly agree
agree
15
disagree
10
strongly disagree
5
0
Always Mostly Sometimes Rarely Never
On the whole 43.8% of brand conscious customers change their buying decision
towards Big Bazaar‟s private brands. Another 16.3% who don‟t look for brand are
positively responded towards Big Bazaar‟s private brands.
30
Choosing private label brand DJ & C rather another national brand…
40
35
35
30
25
20 Yes
21
15 17 17 No
10
10
5
6 6
4 4 4
0
Interpretation:
62.7% of male and 56.1% of female who change their buying decision towards
private brands prefer DJ & C. On the whole only 14.1% are not looking at DJ& C.
This made an U-turn towards PLBs.
31
Most influencing factor to prefer private label brand DJ & C…
Valid
Frequency Percent Percent
Lowers price 52 34.7 62.7
Dhoni's Endorsement 9 6.0 10.8
Quality 14 9.3 16.9
Wide range of availability 7 4.7 8.4
Latest models 1 .7 1.2
1
7 price
14
Dhoni's Endorsement
Quality
52 Wide range of
9
availability
Latest models
Interpretation:
Lower price is the most influencing factor where 62.7% are expecting this from
the private brands. And quality is being the second most preferred one where
16.9% voted for that.
32
Lagging factor for DJ & C compared to another national brand…
Valid
Frequency Percent Percent
Lower Price 3 2.0 3.6
Dhoni's endorsement 11 7.3 13.3
Quality 9 6.0 10.8
Wide range of availability 16 10.7 19.3
latest models 44 29.3 53.0
3
11
Price
9 Dhoni's endorsement
Quality
44
Wide range of availability
latest models
16
Interpretation:
53% said „Lack of latest models is the lagging factor in choosing DJ & C as the
preferred one‟. Another 19.3% are saying „DJ & C doesn‟t provide wide range of
availability‟.
33
Most preferred electronic appliance in the brand Koryo…
47
Small Appliances
62
Refrigerators
TV sets
Washing machines
Air Conditioner
22
16
Interpretation:
41.3% and 31.3% are having Koryo preference in small appliances and washing
machines respectively. So Koryo brand penetration into small appliances can be
key success in PLS.
34
Preferring newly launched private label brand Sach than other FMCG
national brands…
45
40
40
35
36
30
25 29
20 Yes
15 No
10 13
11
5 7 4 3 5 2
0
Interpretation:
86% are unaware of the brand such, only 14% said that „they aware of it‟. On
addition 58% are frequently new product shifting customers who said „no to sach‟.
So promos on Sach brand can make it as most preferred FMCG brand.
35
Factor which increase awareness of an FMCG private label brand Sach…
Valid
Frequency Percent Percent
Lower visibility in possible media 52 34.7 34.7
Lack of sales people promotion 11 7.3 7.3
Poor in store promotions 45 30.0 30.0
Lack of proper visual merchandising 42 28.0 28.0
60
50
52
40 45
42
30
20
10
11
Lower visibility in Lack of sales people Poor in store Lack of proper visual
possible media promotion promotions merchandising
Interpretation:
As per 34.7% respondents, highier visilibility in the media may increase Sach
awareness. Another 30% said „instore promotions can increase Sach
awareness‟.Sales people promotions alone are not enough to create more
awareness on Sach.
36
Preferring private label brand Tasty treat rather another national brand…
35
30
30
25
20
Yes
15
16
15 15 No
13
10
10
5
6
5
2 1
0
Interpretation:
44.9% prefer Tasty treat, who change their buying decision towards private
brands. 29% don‟t prefer tasty treat. TT is facing tough competition from various
competitors due to lack of proper promotion against them.
37
Factors that made the private label brand Tasty treat to be preferable by
most of the customers…
60
50 53
40
30
20
17
10
2 4 6
0
38
On the whole, satisfaction level with the private label brands rather than
national brands…
19
3 Highly satisfied
42
Satisfied
86
Interpretation:
85.3% are satisfied with big Bazaar‟s private brands, only 12.7% is yet to be
satisfied. So PLB path in Big Bazaar is very focused due to strong efforts they
keep making. This is the right time where Big Bazaar can come with new PLBs in
to the market.
39
Table-22:
Interpretation:
From the 1st day, my baby steps moved towards reaching my research objective.
Every move I made in this journey gave me immense and ironic facts about
Private label brands. This delivered broad idea on „Power of PLB‟.
81.7% of male respondents are satisfied with PLB performance where 59% are
first timers to PLB.
On the other side 91.6% of female respondents felt that „PLB succeed in providing
good performance‟, and 42% of them have come to PLB for the 1st time.
So PLBs can be introduced into Big Bazaar without 2nd thought, providing current
promotional activities on PLB need improvement.
40
CHAPTER 5
41
KEY FINDINGS:
42
Conclusion:
Private label brands are all set to spoil the party for the national brands since
recent times. Top multi brand retailers including shoppers stop, Lifestyle,
Reliance trends, Hypercity and the Future value retail ltd plan to aggressively
push own brands at par with established ones and the new ones.
Big Bazaar intends to promote it‟s private labels as national brands and license
it to other retailers where PLB contribute 20-25% of total sales. In this scenario
possibility of success is very high if Big Bazaar continues to introduce more
private brands.
43
CHAPTER 6
Suggestions &
Recommendations
44
Suggestions and Recommendations:
1) This is the time to create a positive image of private brands for your
customer which will lead to stronger brand loyalty.
2) We have greater freedom with pricing strategy to create our own marketing
plans, so promos or melas should be private brand centric.
3) Reduce dependence on brand names for sales, other side private brand
needs to be promoted as national brand.
4) As of now better not to introduce more private brands in to the non food
and food segments. Since it is brand sensitive area.
5) Foot wear and electronics is the area where more no of private brands can
be introduced.
6) Advertising in print/digital media is being the best medium for promotions
so this is the place where customers get aware of new brands.
7) Fashion private brands such as Knighthood, Spunk and Matrix, electronics
private Sensui, Food bazaar‟s private brands Sach, caremate and cleanmate
need more promotional activities to be sensed by the customers frequently.
8) DJ & C should concentrate on providing latest models, this was the reason
for DJ & C rejection.
9) As of now, Koryo is best choose for small appliance so this the time to
grab attention towards it.
10) Higher visibility in possible media and proper visual merchandising can
increase the awareness of the brand Sach.
45
CHAPTER 7
BIBLIOGRAPHY
46
BIBLIOGRAPHY
Books
Websites
http://www.rai.co.in / 12/08/2010.
http://www.thehindubusinessline.com/2003/05/31/stories/2003053100
600600.htm / 29/08/2010.
http://india.smetoolkit.org/india/en/content/en/43270/Case-Study-
Maximizing-Retail- Sales / 23/07/2010.
http://www.brc.org.uk/plb242606 / 19/08/2010.
http://business.mapsofindia.com/india-retail-industry/ / 21/06/2010.
http://acnielson.com/powerof plb/6677242406 / 30/07/2010.
47
CHAPTER 8
APPENDICES
48
QUESTIONNAIRE
Hi! Hope you enjoyed the shopping. It would be really great if you can help me
(PGDM student of SCMS-COCHIN) in understanding few things that would make
shopping effective and entertaining.
Please help me by filling out this questionnaire and be a part of my Marketing
Research project.
49
Strongly Disagree
4. Rank the following Segments where branded products are most preferred.
[ ] Fashion
[ ] Food
[ ] Non food
[ ] Electronics
[ ] Foot wear
5. How do you know about different available brands in Big Bazaar?
Brand promotions
Advertising(Print or Digital)
Prior customer(Reference)
Sales people
Paging in the store
6. On which of these brands you are most aware of ?
DJ&C Tasty treat Koryo
AFL Clean Mate Sensei
Spunk Pure & Fresh
Knighthood Care Mate
Matrix Sach
50
8. I feel “these branded products are providing more quality than other
brands.”
Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree
9. I change my buying decisions based on lower price / higher quality
/discounts of these brands.
Always
Mostly
Sometimes
Rarely
Never
10. Do you prefer DJ&C rather Levi's Signature / Famous Basics?
Yes [ ]
No [ ]
[ ] Price
[ ] Dhoni‟s endorsement
[ ] Quality
[ ] Wide range of availability
[ ] Latest models
11. Rank your preferences in KORYO choose.
[ ] Small appliances
[ ] Refrigerators
[ ] T.V Sets
51
[ ] Washing machines
[ ] Air conditioners
12. “Sachin Tendulkar is endorsing the brand SACH.” are you aware?
Yes No
If no, specify the reason
Lower visibility in possible media
Lack of sales people promotion
Poor in-store promotions
Lack of proper visual merchandising
13. Do you prefer TASTY TREAT rather Slice / Maaza / Frooti?
Yes
No
If yes, rank your preferences
[ ] Free of chemical ingredients
[ ] Special offers
[ ] Taste
[ ] Packaging
[ ] Freshness
14. On the whole, have you satisfied with these brands?
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
52
Demographics
1. Name: ______________________________________________
4. Education:
7. Contact no:
53
About Hubli - Dharwad
Nearest Airport: The Airport at Hubli (18 KM). There are other nearby airports
like Belgaum (80 KM), Goa (160 KM), Bangalore (420 KM) and Mumbai (550
KM). From each of above cities there are numerous luxury buses and trains.
About Hubli
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Fact Sheet - Hubli
- Area 13738 SQ Km
- Population 9,000,00
- Airport Available
- Network Access Any data rates like 2/8 /34 /140 Mbps and multiple
access from customer premises on optical fiber system
Redundancy provided by optical fibers in SDH ring
- Leased line circuits Leased circuits of 64 Kbps, 2 Mbps available from any
Location in NK to national or international
destinations
. 2 / 8 / 140 Mb access can be provided from the users
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premises on optical fiber system
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BIG BAZAAR-HUBLI
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58
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