SUASTAINABLE MARKETING OF SMALL RETAILERS

INTRODUCTION
We found this topic is very interesting to study THE SUSTAINABLE MARKETING OF SMALL RETAILERS so we try to search and express all basic concept of hyper mall and small retailers focusing the market area of Nagpur city.

 We strongly believe that small retail shops are running well job in Nagpur city than hyper mall we also try to find out reason behind it and we put our all efforts to prove it. we get a great experience through it and enjoy very much we get survey through Nagpur market place and collect primary and secondary data from internet, books and newspapers, etc.we will hope you will find great experience through our project.

OBJECTIVE
To study of perception of Nagpur city customers that they prefer to go either hyper mall or small retailers To study of growth of hyper malls or small retailers. Are Nagpur customers fully satisfied to go either hyper mall or small retailers? To study of competition facing capacity of small retailers.

LIMITATION
The study is only feasible to Nagpur city. Undergoing malls may impact in our study. Time duration of project was short THAT IS ONE WEEK ,

SCOPE
The research of our project would be beneficial to new small retail outlet and hyper mall for making the strategy. It will also beneficial to students for further research.

HYPOTHESIS
Hyper malls and retail chain outlet are not much impact on small retailers shop in Nagpur city.

Index
1 Types of retail outlets 2 Introduction of hyper mall and small retailers 3 Case study 4 Research methodology 5 Data analysis and interpretation 6 Conclusion

Types of retail outlets

There are the following types of retailers by marketing strategy: 1.Department stores - department store is
a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories. Department stores usually sell products including apparel, furniture, home appliances, electronics,

2.Discount stores - discount store is a type of department store, which sells products at prices lower than those asked by traditional retail outlets. Most discount department stores offer a wide assortment of goods

3 Malls: has a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof. Example: Sigma mall and Garuda mall in Bangalore, Express Avenue in Chennai 4 Variety stores or "dollar stores" - these offer extremely low-cost goods, with limited selection;

 Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing on wealthy individuals). Mom-And-Pop (or Kirana Stores as they call them in India): is a retail outlet that is owned and operated by individuals. The range of products are

Small retail shops

Small retailers they sales variety of product branded and non branded. small retailers shops are which sales daily need product , groceries and beverages and FMCG goods. this is the smallest unit of retail spectrum. Usually owned by family, retail shops are run from residential or commercial streets or from shopping centers.

 Such a retailer buys goods or products in moderate quantity from local stockiest, manufacturers or importers, either directly or through a wholesaler, and then sells individual items in small quantities to consumers who are general public or end user customers.

Case study
Why subhiksha and reliance retail chain get failed in Nagpur city? In year 2008-09 there was stiff competition between big retail chain like subhiksha, reliance fresh and small retail shop.  The number of malls and retail chain was growing rapidly and they also introduced various schemes, and variety of products like vegetable, groceries, daily need product and no. of FMCG.

 But they could not get much success in Nagpur city as compare to big metro cities like Mumbai, Pune, and Hyderabad. Almost all subhiksha mall are not exist in nagpur.and some of the reliance shops are closed.

WE FOUND REASONS BEHIND IT, THEY ARE

Lack of credit facilities There opening time was not convenient Lack of bargaining of customer Lack of personal attachment Lack of place utility Lack of purchasing and billing

Research methodology
Data collection are based on retail sector, we collect primary and secondary data and paper based on this data and analyzed Primary data: - primary data are first hand data; we collect it by conducting interview and questioner. Secondary data: - secondary data are data which is already available. We collect it from books, internet, news paper etc.

Questionnaires
1) What is your family annual income? A) 100000-150000 B) 150000-250000 C) 250000-350000 D) 350000-500000 2) How much time do you visit to hyper mall within a month? A) 0 B)1-2 C)3-4 D)4-5 3) How much do you spent on purchasing at hyper mall? A) BELOW 1000 B) 1000-2000 C) 20004000 d) 4000-7000

 4) How many times do you visit at SMALL RETAILERS and other small retailers shop? A) 1-2 B) 2-4C)4-5 D)5-more times 5) How much do you spent on purchasing at SMALL RETAILERS, stationery and other stuff from small retailers shops? a) Below 1000 b)1000-2000 c)2000-4000 d)4000-7000

 6) DO you like credit facilities? a) Yes b) no 7) Are you willing to purchase daily need goods from hyper mall? A) Yes b) no 8) Do you get all varieties of products from small retailers shop? A) Yes b) no 9) Do you like an environment of hyper mall? A) Yes b) no

SAMPAL FOR STUDY

We take five sample area of Nagpur city for study. We study all direction, and all level of areas of Nagpur. The area we selected are nandanvan, manewada, sadar , sitabuldi and mahal.we collect primary data from it.

DATA ANYLISIS AND INTERPRITETION

QUESTION NO 1) what is your family annual income? A) 100000-150000 B) 150000-250000 C) 250000-350000 D) 350000-500000

WE MAKE SURVEY AND COLLECT INFORMATION ABOUT INCOME OF CUSTOMER FROM VARIOUS AREA OF NAGPUR CITY AND WE FOUND THAT MOST OF CUSTOMER ARE LIES BETWEEN LOWER INCOME LEVEL AND MIDDAL LEVEL INCOME GROUP.

 2) How many time do you visit to hyper mall within a month? A) 1-2 B) 2-3 C) 4-5 D) 5-and more

WE ASKED ABOUT TO CUSTOMER THAT HOW MANY TIMES YOU VISIT TO HYPER MALLS IN A MONTH. AND WE FOUND THAT MOST OF THE CUSTOMERS IN NAGPUR VISIT ONLY 1-2 TIMES TO HYPER MALL IN A MONTH.

 3) How much do you spent on purchasing at hyper mall? A) BELOW 1000 RS B) 2000-3000 RS C) 4000-7000 RS d) 7000 RS AND MORE

WE ASKED TO CUSTOMER ABOUT THEIR SPENDING PATTERN WHEN THEY PURCHASE GOODS FROM HYPER MALL WE GET INFORMATION THAT MOST OF PEOPLE OF NAGPUR CITY PURCHASE BETWEEN 2000 TO 70000 RS .

 4) How many times do you visit at kirana shop and other small retailers shop? A) 1-2 B) 2-4C) 4-5 D) 5-more times

WE FOUND FROM ABOVE DATA THAT ALMOST MORE THAN 85% CUSTOMER VISIT SMALL RETAIL SHOP TO 5 AND MORE TIMES IN A MONTH.

 5) How much do you spent on purchasing at SMALL RETAILERS, stationery and other stuff from small retailers shops? a) Below 1000RS b) 1000-2000 c)20004000 d)4000-7000

FROM ABOVE DATA WE FIND THAT MOST OF CUSTOMER SPENDS BETWEEN 2000-4000RS AT SMALL RETAILER.

BUT WHEN WE COMPARE QUESTION NO 2,3 AND QUESTION NO 4,5 WE FOUND FOLLOWING DATA

By analysis of above question we found that 85% customer spend at small retailer and only 25% they spend at hyper mall.

 6) DO you like credit facilities? a) Yes b) no

 FROM ABOVE INFORMATION WE GET TO KNOW THAT 75% CUSTOMER GIVE PREFERANCE FOR CREDIT FACILITY AND IT GET ONLY AT SMALL RETAILERS LIKE DAILY SMALL RETAILERS SHOP AND STESTIONERY SHOP.

 7) Are you willing to purchase daily need goods from hyper mall? A) Yes b) no

 FROM ABOVE WE FOUND THAT MOST OF CUSTOMER ARE NOT WILLING TO BUY DAILY NEED GOODS FROM HYPER MALL THAT MEANS MOST OF SELLING OF DAILY NEEDS GOODS SALES FROM SMALL RETAILER HENCE HEAR WE CAN SAY OUR HYPOTHESIS GET PROVED.

 8) Do you get all varieties of products from small retailers shop? A) Yes b) no

 FROM ABOVE WE FOUND THAT MUCH OF RETAILER PROVIDES VARIETY OF PRODUCT BUT THEY NEED TO IMPROVE IT. SO THEIR PERFORMANCE WILL CONSTANT AND THEY SUSTAIN IN MARKET BY ATTRACTING CUSTOMER.

 9) Do you like an environment of hyper mall? A) Yes b) no

 MOST OF PEOPLE LIKE SURROUNDING AND ENVIRONMENT OF HYPER MALL. AND TYEY PREFARE TO SPEND TIME AT HYPER MALL IT MAY INFLUENCING THEIR BUYING PATTERN ,THEREFORE OUR HYPOHTYSIS WILL NOT PROVE HEAR IT WILL NUL HYPOTYSIS.

THINK ABOUT IT?

FROM WHERE DO YOU PURCHASE MILK PACKET? FROM WHERE DO YOU PURCHASE MOBILE RICHARGE? FROM WHERE DO YOU PURCHASE BREAD? AT 10 PM WOULD YOU LIKE TO GO AT HYPER MALL TO PURCHASE BISCUEIT, CHOCALATE? ARE YOU WILLING TO STAND AT QUE FOR BILLING WHEN YOU PURCHASE 250 RS/BODY SPRAY (DIO)?

Conclusion
In this project we have studied various concept regarding retail sector, even though the hyper mall well existed in Nagpur market, small retailers are playing well role in economy of Nagpur market. Small retailers are going to prove their competency in market, and also would be well contributed to the Indian economy.