“A Study of Consumers’ Buying Behaviour at F&S

Moradabad”
In partial fulfilment of the requirement for the award of two-year full-time master of
Business Administration (MBA) Degree of Dr. A.P.J Abdul kalam Technical
University, Lucknow (U.P)

2017-19
Submitted By
SOURABH THAKUR
MBA 3rd SEMESTER
ROLL NO: 1770270029
Faculty Guide
Dr. Smrita Jain
(Assistant Professor MIT Moradabad)
Submitted to

Dr. A.P.J Abdul kalam Technical University, Lucknow (U.P)

MIT COLLEGE OF MANAGEMENT

MORADABAD INSTIUTE OF TECNOLOGY, MORADABAD
The author grants to MIT College of Management Moradabad permission to
reproduce and distribute publicity paper and electronic copies of the project
report in whole or in part

Signature of Student

Certified by
Project Guide
Accepted by
Director of
MIT college of Management
 ACKNOWLEDGEMENT
As a part of Summer Training which is to integrate part of management course, I have carried out a
project work on "Impact of Digital Marketing on Customer Behaviour at Today’s Kalam
foundation". The task of carrying out the project work has been quite intensive and gave me new insight
of the Digital and Social Media Marketing.

At the very outset, I would like to express my profound sense of gratitude to Mrs. Mansi Dubey(HR
Manager) and Arshad shaik(Director) of Today’s kalam Foundation HYDERABAD, who provided me
the opportunities for Training. Their encouragement always acted as a much-needed booster to the
dropping spirits and flagging morale. I would also like to convey my heartiest gratitude to all the
Members of F&S who helped me a lot during my summer training.

Whole heartedly acknowledge the intellectual stimulation of Dr.Smrita Jain (Assistant Professor), MIT
COLLEGE OF MANAGEMENT, MORADABAD my esteemed guide, for his constructive criticism
and methodological approaches and for the valuable suggestion he had given me time and again without
which the completion of this work would not have been possible.

I take this opportunity to extend my thanks to all faculty members and non-teaching staff of MIT
COLLEGE OF MANAGEMENT, MORADABAD for their cordial co-operation with a deep sense of
reverence.

would like to express my wholehearted thanks and gratitude to my parents and my family members
have always been a source of inspiration for me. Their ever-lasting co-operation, smiling affection and
substantial guidance inspired me to rise up to what I am today. Their assistance is unforgettable and to
them I dedicate this project report

(SOURABH THAKUR)
 4

DECLARATION

It is declared that the Summer Training Project Entitled "Study on Consumers Buying Behaviour at F&S
in Moradabad" has been prepared as the part for the completion of the degree of Master of Business
Administration (MBA) from the
MIT COLLEGE OF MANAGEMENT, MORADABAD and it is based on my original work and will be
used only for my academic purpose. It will not be produced in any condition as a source of information
to an industry.

Date: SOURABH THAKUR

Roll No.:1770270029
Session: 2017-19
 PREFACE
Management Training has gained rapid importance only recently. Management was previously
considered as an inbox art or talent. But in today s fast developing world this view has been abandoned.
To develop managerial capabilities and to supplement their theoretical knowledge '"the practical
experience, the management students are required to go for training in business organization.

This study would not only help me as a management student to gain a deep insight of how an
organization works but also practical usage of all management techniques that I have learnt during the
course of my study.

This project would also help me analyse the difference between the organizational realities and the
theories that have been taught in my academic session and also gave me real experience of the corporate
world that let me understand how it function. It also taught me how to take every experience in the right
and learn from each one. Finally, the analysis feasible to be put to test in real life situations. I shall
consider all my hard work worthwhile if this endeavour of mine is able to satisfy all those concerned
and proves useful to anyone or for any further study in the future.
 EXECUTIVE SUMMARY

This project report throws light on the reasons behind customer's decision of choosing F&S for purchase
of Apparels and various other products from F&S. F&S is one of the emerging players in the Indian
retail industry and offers a deep insight into the industry.

For completion of this report at F&S store i.e. in Exhibition Moradabad for conducting survey and
fulfilment of questionnaires. A sample size of 50 was selected due to limitation of time.

Among those who were interviewed consist of housewives, professionals, and even college going
students. Though the sample size considered was small but it was so varied in order to overcome all the
odds. Random stratified sampling method was considered to be best suited to fulfil the project
hypothesis. A structured questionnaire was constructed in order to measure the responses of
respondents. Primary data collection was done through questionnaire and interviews and Secondary data
collection through company websites and various previous research reports.

Through survey effect of various factors like ambience of store, low prices and convenience came in
light and the reason of people choosing F&S over other retail outlets became clear. Respondents gave
many suggestions for F&S like they should have more Staff especially during Sales, more Sitting area,
more variety, etc.
 CONTENT

CHAPTER NAME PAGE NUMBER

CHAPTER 1: INTRODUCTION 10-22

CHAPTER 2: COMPANY PROFILE 23-34

CHAPTER 3: RESEARCH METHODOLOGY 35-40

CHAPTER 4: OBJECTIVES, DATA ANALYSIS

& SWOT ANALYSIS 41-56

CHAPTER 5: FINDINGS 57-58

CHAPTER 6: SUGGESTIONS & CONCLUSION & 59-60

FEEDBACK 62

QUESTIONEER 63-65

BIBLIOGRAPHY 66
CHAPTER- 1
 CHAPTER 1: INTRODUCTION
1.1 INTRODUCTION
Accounting for around 14-15 percent of gross Domestic Product (GDP), the Indian retail industry is
estimated to be worth around US$ 500 Billion currently. Home to one of the top five retail markets in
the world, India offers immense scope of growth and opportunities in this area. As of now, almost 90
percent of the Indian retail sector is controlled by tiny family-run shops i.e., the unorganized segment.
Thus, organized retailers have a lot of room for further penetration in this flourishing economy. In 2010,
larger format convenience stores and supermarkets accounted for about 4 percent of the industry, and
these were present only in large urban centres. Now the trend is changing, and such concepts are
mushrooming in smaller cities and towns as well. Organized retail segment is expanding at 20 percent a
year, driven by the emergence of shopping centres and malls and growing middle class.

RETAIL MEANING
Retail comes from the French word retailer which refers to "cutting off, clip and divide" in terms of
tailoring (1365). was first recorded as a noun with the meaning of a "sale in small quantities" in 1433
(French). Its literal meaning for retail was to "cut off, shred, and pairing".

Business of selling products and services to the public as the ultimate consumer. Retailing involves
selling many different products and services, either from a store location or in direct selling through
vending machines and in-home presentations. First retailers in India include BATA, F&S, Bombay
dyeing, Spencer's The case highlights the emergence and evolution of F&S from a small garment
manufacturer to the retailer in India by the early 21st century. It examines the evolution and growth of
F&S until the mid-1990s, and then traces the rationale behind the launch of its first retail format F&S, a
family departmental store. It discusses in detail the marketing and promotional efforts undertaken by
F&S for F&S, which made the store one of the most successful lifestyle stores in India in the early
2000s. The case then examines the reasons for F&S is entry into discount store and food store
businesses through Big Bazaars and Food Bazaars and discusses in detail the strategies and marketing
efforts put in place by F&S to promote these formats. Recent trends in the Indian retailing industry,
changing requirements and preferences of consumers, understanding changing consumer lifestyles.
1.2 BACKGROUND
The organized retail industry in India did not evolve till the early 1990s. Until then, the industry was
dominated by the unorganized sector. It was a sellers' market, With a limited number of brands, and
little choice available to customers. Lack of trained manpower, tax laws and government regulations all
discouraged the growth of organized retailing in India during that period. Lack of consumer awareness
and restrictions over entry of foreign players into the sector also contributed to the delay in the growth
of organized retailing. This allowed the unorganized sector to rule the Indian retailing industry. It was
during this time that the foundation of F&S was laid by Kishore Biyani. Kishore Biyani was a
commerce graduate with a past-graduate diploma in marketing. After spending five years in managing
his family business of trading textile and yam, he started with apparel manufacturing in the mid-1980s.
Kishor Biyani a retailer or a fund manager? That question might well be asked of him in the not too
distant future. Over the last few months, Future Capital Holdings (FCH), lead by CEO Sameer Sain, has
stitched together a fully integrated financial services business model.

Management business in India with almost $830 million in assets. Now, it has big plans in insurance,
retail lending and forex services. " Whether we have a consumer who wants to leverage future income to
realize his aspirations today or wants to save and invest or buy protection for his family, we want to be a
part of it”, says Sain.

He believes that in 5-7 years, FCH's bottom line will be bigger than the retail business. h the Insurance
business, the Future group has managed to wrest a 74 percent stake in a joint venture by investing just
rupees 100 crore. " Italian Association Generali, ranked 21 on the Fortune 500 list, is a good fit for us
because they derive almost 17 percent of their sales from mall assurance. They have also partnered
another retailer in the Philippines says Sain. Kishore Biyani estimates that with just a 1 percent footfall
conversion rate, the insurance business would have over 2 million customers. That would earn him huge
fees on distribution and catapult the company to amongst the largest private insurance players by way of
number of policies sold. Despite the global economic recession and a consequent slowdown in the
Indian economy, organized retail continued to make headway although at a slower pace in 2009.
Nonetheless, if the current retail landscape is compared with that of 2004, it has undeniably become a
much larger environment. Retail stalwarts such as Wal-Mart, Tesco and Marks & Spencer have already
made inroads into the Indian retail industry and the multibillion dollar investments.
1.3 RETAIL SCENE IN INDIA
Million sq. fit in available mall space by the end of 2007. Food and Grocery retail holds the most
potential, as almost 99% of it is unorganized. The omnibus edition of F&S retail papers spans this very
happening sector, which not only brings so much joy to the inveterate shoppers in terms of retail
therapy, but also employment and livelihood to tens of thousands of Indians. India's GDP growth rate is
a healthy 9% for 2005-06 — and this had its ripple effect on all industries — more so the retail sector, of
which only 3% organized now. The Indian retail industry accounts for 10% of GDP and 8% of
employment. India is being touted as the next big retail destination Myth an average three year
compounded annual growth rate of 46.64%. The Indian economy is poised to take the third position in
the world in terms of Purchasing Power Parity by the year 2010. The Indian retail market is a rupees
1,200,000 million market as per the mages India Retail Report 2007. Organized retail market is zooming
ahead with an annual growth rate of 30%. The retail sector is vibrant with growth happening in all
related areas — be they malls, hypermarkets or single brand luxury stores, they have dotted the
commercial landscape of the metros and have been percolated to the Tier Il and Tier Ill cities. Malls are
fast becoming sought-after entertainment hotspots. From a situation where there were no malls about a
decade ago, the country will have over 300 malls translating to over 100 number of big players is
entering the field of organized food retail like Reliance, Tashee Group and the Bharti Group, which has
tied up with the world's largest retailer- Wal-Mart. All these major players are expected to show per
annual growth rate of 25-30%.

The retail boom has also led to the opening of a large number of single brand outlets across the country.
With big brands and bigger outlets across all segments, from Apparel and Footwear, Watches, Books
and Stationary to Jewellery and Consumer durables, the sweep is indeed broad in to sample the depth
and breadth of this amazing sector.

Types of Retail verticals operating in India are:

1. Food and Beverage

2. Health and Beauty

3. Clothing and Footwear

4. Home Furniture and Household Goods

5. Consumer Durable Goods

6. Leisure and Personal Goods

Economic slowdown serves as reality check for retailers

The global economic crisis and its impact on India resulted in a slowdown of the Indian economy in
2009. This caused consumers to tighten their purses, and the availability of financial support for retail
expansion dried up. This put a halt to the unprecedented expansion seen over the review period. Lower
consumer confidence resulting from the recession, as well as job losses, resulted in fewer visits to retail
stores, and consequently sales plummeted for major retailers. With consumers becoming highly
discretionary, spending on non-essential items such as lifestyle goods was highly impacted, making it
one of the worst performing categories.

Retailers with financial backing weather the storm

Credit from banks and other lenders has been difficult to obtain in the current environment, and retailers
have suffered severely as a result. Some retailers are unable to pay rental fees because all lines of credit
have dried up. In such a tough operating environment, retailers under the umbrella of a diversified
holding company with access to internal funds are faring better than other players. For example,
Reliance Retail and Tashee Group Retail emerged relatively unscathed compared with smaller players
such as Subhuksha and Vishal Retail.

Internal retailing grows at phenomenal place

Due to the increased penetration of the credit cards and availability of computing facilities to a wider
population, internet retailing is witnessing stellar growth. Internet retailers offer products at discounted
prices to consumers compared with store-based retailers and bargain-hunting consumers are latching on
to this fact. This has become even more pronounced in light of the economic downturn as consumers
have become increasingly sensitive to price.

India's attractiveness standsoverlong term

India’s burgeoning middle class offers considerable promise for organized retailing, which
is expected to remain attractive to organized retailers over the long term. Liberalization and
financial reforms would remain a key factor in the expansion of the organized retail
environment. The Government of India has introduced reforms to attract Foreign Direct
investment (FDI) in retail industry. The government has approved 51 per cent FDI in multi-
brand retail and increased FDI limit to 100 per cent (from 51 per cent) in single brand
retail, and plans to allow 100 per cent FDI in e-commerce, under the arrangement that the
products sold must be manufactured in India to gain from the liberalised regime.

Impact of Recession on the Indian Retail Market

The retail market in India is facing slowdown '"the ongoing financial crisis happening across the world
markets. Since the markets always have internally linked '" each other, the impact of the crisis is
generally shared among all. The following circumstances are creating unwelcome interruptions to the
Indian retail industry. The industry hopes for the best alternations to overcome the acrimonious
situations. Markets in recession worldwide and India too: The meltdown in the world markets has
shaken the globe. Not even a single country seems to be off the hook. The high level of inflation has
been a wet blanket for the global markets. The roots of the world markets are nearly pulled away with
the heavy downfall of the American financial giants. Amongst many countries, India too not exempted
from the impact of world financial crisis. All this is leading to a temporary recess for the markets from a
regular busy schedule.

However, these fluctuations are not new for global market. For the decades long, markets across the
world, have been witnessing such ups and downs. But the ultimately fact is that the market growth rate
is always constantly high when comparing to such downfalls economic slowdown. The financial crisis is
adding to the pressure on global economies. The International Monetary Fund (IMF) now sees the world
entering a major slowdown.

Market Size

• The Indian retail industry has expanded by 10.6 per cent between 2010 and 2012. The Indian
retail industry is one of the fastest growing in the world. Retail industry in India is expected to
grow to US$ 1.3 trillion by 2020, registering a Compound Annual Growth Rate (CAGR) of 16.7
per cent over 2015-20.
 • India is the fifth largest preferred retail destination globally. The country is among the highest in
the world in terms of per capita retail store availability. India's retail sector is experiencing
exponential growth, Myth retail development taking place not just in major cities and metros,
but also in Tier-Il and Tier-Ill cities. Healthy economic growth, changing demographic profile,
increasing disposable incomes, urbanisation, changing consumer tastes and preferences are the
other factors driving growth in the organised retail market in India.

• India's population is taking to online retail in a big way. The online retail market is expected to
grow from US$ 6 billion to US$ 70 billion during FYI 5-FNQO. Increasing participation from
foreign and private players has given a boost to Indian retail industry. India’s price
competitiveness attracts large retail players to use it as a sourcing base. Global retailers such as
Walmart, GAP, Tesco and JC Penney are increasing their sourcing from India and are moving
from third-party buying offices to establishing their own wholly-owned/wholly-managed
sourcing and buying offices.

• The Government of India has introduced reforms to attract Foreign Direct Investment (FDI) in
retail industry. The government has approved 51 per cent FDI in multi-brand retail and
increased FDI limit to 100 per cent (from 51 per cent) in single brand retail, and plans to allow
100 per cent FDI in e-commerce, under the arrangement that the products sold must be
manufactured in India to gain from the liberalised regime.

Online Retail Indian consumers are demonstrating an increasing interest in online shopping, thanks to
the surging number of online users. The growing online retail market has become a very lucrative
business for international majors as well.

For instance, internet giant amazon, which has dedicated to the biggest markets until now, has
commenced an India-Centric website in June 2013. The number of Internet users in India is expected to
reach 450-465 million by June, up 4-8% from 432 million in December 2016, a report from the Internet
and Mobile Association of India and market research firm IMRB International said. The report added its
forecast does not factor in the impact of demonetisation, which gave a boost to digital and mobile
transactions.
The report said overall Internet penetration in India is currently around 31%. "Urban India with an
estimated population of 444 million already has 269 million (60%) using the Internet. Rural India, with
an estimated population of 906 million as per 201 1 census, has only 163 million (17%) Internet users.
Thus, there are potential approximately 750 million users still in rural India who are yet to become
Internet users; if only they can be reached out properly."

The report points out that 77% of urban users and 92% of rural users consider mobile as the primary
device for accessing the Internet, largely driven by availability and affordability of smartphones. In
urban India, the Internet user base grew by 7% to 263 million for year-on-year period ended October
2016, which is expected to be 275-285 million by June 2017. For the same annual period ending
October 2016, rural India's Internet user base grew by 22% between to 157 million and is forecast to
reach 170-180 million by June 2017.

The number of consumers who purchase online is expected to cross 100 million by 2017-2018 end with
e-retail market likely jumping 65% on year in 2019, an ASSOCHAM (THE ASSOCIATED
CHAMBER OF COMMERCE AND INDUSTRY OF INDIA) India study said. "The year 2017 will see
large scale growth in the Indian ecommerce sector with increased participation from people across the
country. This industry will continue to drive more employment opportunities and contribute towards
creating more entrepreneurs through the e-commerce marketplace model," the report said.
The B2C e-commerce market in India has exhibited rapid growth and has attracted large investments
from the PENC community. With positive fillips from the demand and supply side, this market is likely
to reach $60Bn by 2017. Online retail is the fastest growing channel globally, as confirmed by the
Planet Retail's retail panel data. The online channel is expected to grow at a much faster rate vis-a-vis
more established channels as is expected to account for 10.1% of overall retail sales in 2018, up from

6.5% in 2013, and 3.5% in 2008.

The Indian online retail market has had a dream run in recent years when it comes to transaction value,
however significant challenges still remain. These challenges are expected to drive consolidation in the
market. If provided with the right regulatory enablers and economic conditions playing out favourably,
the online market opportunity could be substantially higher. It remains to be seen as to how the current
establishment views the online retail market opportunity which could be a potential market discontinuity
in the India consumption story.
 Retail Industry: Key Developments and Investments
Indian retail sector has high potential to attract foreign investment, with FDI policies opening up more
and more retailers are exploring Indian market which consists of more than billion people. Even the
existing ones are looking to spread their reach. Foreign investments are important to India as well, as per
leading media report India needs around $1 trillion investment to overhaul its infrastructure such as
ports, airports and highways to boost growth. With the rising need for consumer goods in different
sectors including consumer electronics and home appliances, many companies have invested in the
Indian retail space in the past few months. As per the India brand equity foundation following are major
international retail investment in India:

tonic British toy shop chain Hamleys plans to open six more stores in India, taking its total store count
in the country to 32 by the end of March 2017.
High-end home-furniture chain Roche Bobo is Group has aggressive plans to solidify its exiting
footprint. As per the strategy, the retailer plans to open new stores in cities like Hyderabad, Chennai,
Pune, Kolkata and Ahmedabad, in order to make India one of its top five markets by 2022.
Retail stalwart Future Consumer Ltd has signed a joint venture (JV) with UK's largest wholesaler,
Booker Group, with an investment of Rs 50 crore (US$ 7.5 million), to set up 60-70 cash-and-carry
stores in India in the next 3-4 years. With this Biyani aims to reach Rs 20,000 crore in sales from in-
house brands by 2021 and push these higher margins products outside its own 800-odd stores.
Adidas India Private Limited plans to open around 30-40 big flagship stores across metro cities
including Delhi, Mumbai and Bengaluru, by 2020.
Switzerland's luxury retail brand Bally mulling over to re-enter Indian market via a joint venture with
Reliance Brands Ltd, by opening its first store in New Delhi in March 201 7, and thereafter aiming to
expand to four stores in Delhi, Mumbai, Kolkata and Chennai over the next 3 to 4 years.

Swedish home furnishing brand Ikea has drawn up a long-term plan for Indian market. The retailer plans
to invest Rs 10,500 crore (US$ 1.56 billion) to set up 25 stores across India over next few years.

New York-based designer brand Kate Spade will be marking India entry this year with Reliance brands.
In initial phase of expansion, the retailer will open two stores in the capital city New Delhi.
Walmart India plans to add 50 more cash-and-carry stores in India over the next four to five years.
 Government Initiatives
Retail sector in India is emerging as one of the largest sectors in the Indian economy. The total market
size was estimated to be around USD 600 billion in 2015, thereby registering a CAGR of 7.45 % since
2000. It is expected to grow to USD 1.3 trillion by 2020.
Historically, retail companies used to focus on increasing their store footprint for growth. However, in
the recent past, they have moved to a consumer-centric operating model verifying they are focused on
satisfaction of various customer needs and hence, have adopted strategies such as offering deep
discounts, competitive pricing, easy sales return policies, usage of data analytics, offering value added
services, strong supply chain, etc.

h order to take the retail sector forward, the Government has taken several initiatives / steps such as
liberalization of Foreign Direct Investment EDI') norms [including permitting Single Brand Retail
Trading ('SBRT) under e-commerce route, up to 49% FDI in SBRT under the automatic route, etc.], the
'Digital India' movement, etc. The recent demonetization measures are also likely to help in the retail
sector becoming more organised.

In this backdrop, some of the key budget expectations for the retail sector,
from a tax stand-point are as follows:
One of the most important factors for the growth of the Indian retail sector is purchasing power of the
consumer. Therefore, the 2017 budget provides the Government with a perfect platform to widen the tax
slabs of individuals, which would in-tum lead to increased disposable income in the hands of the
consumer.

There have been multiple rounds of tax litigation in relation to the computation of arm's length price
with respect to annual marketing, franchisee fees, advertising and sales promotion spend, etc. With large
MNCs setting up stores in India, these expenses are only set to increase in the future. Hence, the 201 7
budget provides the Government with an opportunity to lay down appropriate guidelines / provide
clarifications to the taxpayer, so as to dispel uncertainty and reduce litigation.

This sector is expected to generate a large amount of employment opportunities in the near future. In
this regard, the Government, vide the Finance Act, 2016, had taken a positive step, by extending the
scope of deduction under section 80JJAA (ie additional deduction for new employee salaries), to all
companies and not restricting it to only manufacturing entities, subject to the satisfaction of prescribed
conditions.

The Government, vide the 2017 budget, could consider enhancing such tax benefits/ weighted
deduction, specifically for the retail sector.
From an indirect tax stand-point, Goods and Service Tax ('GST') is a long-awaited reform, as it would
play an important role in removing the various artificial trade barriers and would also be a huge boost to
trade in the country. It would also help retailers to enjoy the benefits of a simplified indirect tax
structure and reduce the cascading effect of taxes.
Currently, retailers pay a significant amount of service tax on various expense items such as rent,
maintenance charges, etc, as well as other Central duties like Excise duty on direct procurement of
goods from manufacturers, Additional Customs duties on imports, etc, which cannot be adjusted with
output tax charged on the sale of goods in most cases. Hence, the input tax credit could be lost. It is
expected that under the GST scenario, there would be seamless flow of credit and thereby, the cost
would reduce.

Rationalisation/ reduction in the import duty on identified products could help in increasing the net
margins, thereby providing a boost to traders. h line with the recent demonetization measures and
'Digital India' initiatial.es, the Government could consider granting certain tax incentives / benefits, to
encourage cashless transactions. This would also facilitate the shift to organized/ formal retail.

The aforesaid reforms/ incentives, especially GST (which is now expected on 1 July 2017), could
provide a real boost to the retail sector. While the past few years have not seen too many benefits doled
out to the retail sector, we can only hope that this year will see a change in the approach of the
Government and that it would take more cognizance of the potential of this sector.

Road Ahead
With Modi's Government there is a growing mood of expectation as he dates '"the many a world leader
to woo foreign investors to our shores. And although more work is yet to be done, the Government is
taking steps to ease the flow of foreign investment and ownership, which will increase the flow of
money into the retail market and see more foreign brands in India.
This will help new retail centres offer more choice for the add shopper. India seems to be absorbed by
Americas love for statistics, and yet more growth values continue to flood in, as we are to understand by
2020 its retail market worth is to double to one trillion USD. It will achieve a growth of 20 per cent per
year and have a GDP of 10 per cent. Yet '"the all these statistics the "proof of the pudding" is how we
can create sustainable retail developments that stand the test of time for whatever the financial model of
the developer.

The e-commerce industry is also set to rise from $35 million to $1 00 million in the next two years. We
see this beginning to happen already as the so called "brick-and-mortar' companies such as Coma and
the Future Group, align with online retailers such as Amazon and Snapdeal. Exciting times for not only
new retail growth but a change in our shopping experience. The "physical" retail model certainly for the
long term still seems the more popular option, but the future holds a new realm of experiences and
possibilities as we move to a more 'Virtual" online mode of consumerism.

The greatest of India's challenges is in the provision of adequate infrastructure to cater for such large-
scale developments. In particular concern are the most densely populated tier 1 cities such as Mumbai.
The city desperately lacks visionary leaders to "master plan" the city’s hunger for development and
demand.

Currently Mumbai's population sits at 19,000,000 already a burden to its present infrastructure. By 2025
we will see this number grow close to inhabitants. How we deal with this magnanimous
implication on both environment and infrastructure is an issue that can't wait and needs to be addressed
immediately.

The only way we can create sustainable lovable environments that ultimately improve the human
condition is to provide "our people," basic needs for cleanliness, mobility of travel and opportunity. So
be it retail development or any other offer, these challenges remain issues fundamental to the heart of a
prosperous India. Of course, the demands for mixed use retail models will increase and with this the
need for adequate Infrastructure. With these demands, we are continuing to expand our sector work
(asset classes) and are beginning to venture into larger master planning developments; particularly
where there is a large retail driven mixed use component.
Retail developments in India are certain to change in the next 10 years. We will see a growing demand
for virtual stores, a more interactive and digital experience evolving and with this a change in the nature
of the traditional centre. Much has also been talked about open retail offers as part of mixed use offers
where the focus will be concentrated on the creation of open streets and the creation of great public
space. Indeed, we can certainly see some such centres already becoming popular in Gurgaon.

The challenges ahead are many, from the need for better infrastructure, tighter profit margins in the
organised sector (gross margins 7-8 per cent lower compared to international centres), and an
increasingly uncertain global economy. India however continues to mature and understand the long-term
needs of effectively managing any retail centre, with this vision we WII see the "organised" retail model
change and be a growing part of our lives and landscape.
CHAPTER - 2
 CHAPTER 2 : COMPANY PROFILE
2.1 Introduction to F&S
F&S is India's fastest growing premium lifestyle apparel Store. With innovative designs, concepts and
products, the company brings the latest trends in fashion and clothing styles to the apparel market.

The company offers an incredible and complete one-stop shopping experience to its buyers through its
vast collection of more than 100 prestigious brands for the discerning fascinates. The 81 aesthetically
designed stores spread across the country display a range of classy and trendy merchandise that truly
lives up to F&S maxim of 'fresh fashion'.

A typical F&S store is spread across a sprawling retail space of about 28,000 sq. ft., comprising a brand
portfolio that runs across a wide gamut of styles that spell class. The collection includes ready-to-wear
western and ethnic apparel for men, women and kids, complemented by an exhaustive range of
accessories.

The women's section houses the private labels- Bare Denim, Bare Leisure, Rig,
Annabelle, Honey and Ajile — in western wear, as well as the choicest ethinic wear from RangManch,
Trishaa and Akkriti. Popular brands like Biba, Aurelia, W (W for Women), Global Desi and Fusion
Beats are also available.

The private labels for men in western wear include Just Trap, Golden Key, ToxiBeiber, Itashee, Estains,
Saineda, Fashion Secret, Unique Cott, British Cross Etc.
apart from trendy brands like Pepe Jeans London, Levi’s, Spykar, John Player Jeans, Louis Phillipe,
Theme, Peter England, Van Heusen, Indigo Nation and John Miller..

Kids can choose from private labels like Bare Denim in exclusive brands like Chalk, Chirpie pie and
Poppers. For the ethnic look, they can opt for traditional wear from Akkriti.

With its overwhelming repertoire of lifestyle apparel brands, F&S is focused on growth while
continuing to create fresh fashion. F&S is recognized by its warm personalized service that completes
the core proposition of this trendy chain.
 25

2.2 Introduction to Tashee Group

Entertainment –Tashee

Tashee Group has also forayed into the entertainment industry. The team is primarily engaged in film
processing, exhibition, production and related services. The Group started as a stage producer and
produced many play like “Sab se sastagosht” “Bakri”, “Jaanebhi do Yaaro” and “KhasmanuKhani”
these venture have enjoyed unprecedented success. In 2009, the company shifted its focus from stage
play production to Film / T.V Production. The Company is registered with the Indian Motion Pictures
Associations Mumbai and Society of Television Producers of Southern India, Chennai.

Tashee entertainment produced its first T.V Show named “MANO YA NA MANO” in collaboration
with Mr. Siddhartha Kak. MANO YA NA MANO had a successful run on Star One. It is also
responsible for the production of a Tamil movie “KadhalKalvam” that will be released shortly. Till date
they have financed and produced film like Bheroba, DevyaniRavvi, Nachh Party. Further, they have
produced Aggiravva in Tamil and Telugu. It has tied up with one of the biggest studio in India and
overseas for distribution, media planning and theatrical chain. The company is operating from different
offices in Delhi, Mumbai, Kolkata, Hyderabad and West Anna Nagar-Chennai.
 Real Estate –Tashee

Tashee Group one of the most preferred real estate brands spread across high-end commercial
complexes, residential developments, retail spaces, office, Mega Township etc since its inception in
2004 headquarter in Delhi, believed that there is only one mantra for success: Quality. This philosophy
united with uncompromising values, customer-centricity, robust engineering, and transparency in
business operations, has placed it among the leading real estate players in the country today.

With a dream to deliver pioneering and quality real estate solutions, the group has acquired a land bank
of more than 400 acres across India and is in process of acquiring additional 200 acres of land in
Gurgaon.

Moreover the Group is also focused on developing quality real estate projects and is currently managing
development of close to 11 million Square feet of residential and office space projects in major locations
of the National Capital Region of India. In 2010, Tashee flagship companies are in the process of
developing of over 91 acres of prime land in the new sectors of Gurgaon which are in prime location.

Tashee Group are in the verge of introducing real estate projects with unique propositions in group
housing, 100% customisable apartments with personal floors and mega Township soon. Tashee group
has forayed into every opportunity that came in its way. With a promise of delivering and establishing
its footholds in Delhi NCR region the company is planning to launch their upcoming projects in
Gurgaon, Faridabad and Amritsar.
The Company’s mission as a real estate company is to develop and deliver unique, integrated lifestyle
and work place environments through its focus on high quality architecture, strong project execution and
our customer-centric approach. It aims to develop integrated master planned communities’ which
comprise residential projects along with security system, Exclusive Club House, Indoor and Outdoor
sports Activities, Convenience and many other special features required for day to day activities.

Hotel

Tashee has a standalone 168 keys Courtyard by Marriott on a 5 Acres plot adjoining the DPS Amritsar
School. This is going to be the largest format of a Courtyard by Marriott in the country which is being
keenly followed by the management of Marriott and Tashee Group. Once operational, it will be one of
the most sought after wedding and banquet destination with fabulously landscaped gardens for
outdoor catering. Tashee Group has engaged some of the best-known consultants in the hospitality
sector from India and overseas to seek advice on the various functions of the hotel.
 Care Home

Tashee Group is also known for its endeavours to provide care and comfortable surroundings to the
elderly. The Hyperion House and Downsville Nursing home (a Nursing and Residential Care for the
Elderly at London Street, Fair ford, Gloucester) provides comfortable surroundings, with personal
warmth and understanding from the skilled staff. Care is provided whilst maintaining privacy, personal
dignity and fostering independence for each Individual resident. Residents are encouraged, and assisted
where practicable, to pursue their hobbies and interests, either in the Home or by use of the local
facilities. This side of the business is managed by Tanya Shukla.

Fashion and Style

The future of fashion is replete with tremendous possibilities and realizing that your shopping
experience must meet all the expectations, we have brought you Fashion & Style. Come here to find
everything that is missing in your wardrobe. Fashion & Style offers clothing for virtually everyone be it
the cool grandparents, the stylish mom dads, the rebellious teens or the tiny tots. Shop basics with
trendy twists and never have a dull fashion moment. Let shopping be smooth, convenient and
unconventional with F & S.

Fashion & Style is basically a fashion led hypermarket with both online and offline presence. The
offline stores are located in different cities including Delhi, Moradabad and Jalandhar. Fashion & Style
offers products under following categories:

Fashion: Trendy and latest fashion including apparel and footwear products for men, women and kids
available at the most affordable price.
 General Merchandise: We also cater to all the household needs and kitchen ware, home
furnishings, toys and luggage.

Accessories: Get the best of latest and fashionable accessories for men, women and kids in a variety
of colours and materials.

2.5 F&S Green Card

THE PERKS OF BEING IN LOVE WITH FASHION

1 Star –

 points per Rs.100

 No questions asked Exchange Policy, valid for 90 days, bill not required Instant Redemption
on next bill at cash counter
 Convenient Mobile based program
 Sale Preview
 Complimentary Home-Drop of altered apparel
3 Star -
 % discount as points
 No questions asked Exchange Policy, valid for 90 days, bill not required Instant
Redemption on next bill at cash counter
 Convenient Mobile based program
 Sale Preview
 Complimentary Home-Drop of altered apparel
 Exclusive Billing Counters

5 Star -
 5% discount as points
 No questions asked Exchange Policy, valid for 90 days, bill not required Instant
Redemption on next bill at cash counter
 Convenient Mobile based program
 Sale Preview
  Complimentary Home-Drop of altered apparel
 Exclusive Billing Counters
 Reem
 Points of paper carry bags (as reward points)

7 Star -
 7% discount as points
 No questions asked Exchange Policy, valid for 90 days, bill not required Instant
Redemption on next bill at cash counter
 Convenient Mobile based program
 Sale Preview
 Complimentary Home-Drop of altered apparel
 Exclusive Billing Counters
 Reimbursement of paper carry bags (as reward points)

(Note: The value of 1 point is 25 paise)

PROCESS TO UPGRADE F&S GREENCARD MEMBERSHIP-

The preceding 12 months shopping is considered to upgrade. The Table below illustrates the same.

AMOUNT SHOPPED FOR TIER GREEN CARD REWARDS

IN LAST 12 MONTHS
0-7999 1 STAR 2 POINTS PER RS. 100 3%
DISCOUNT POINT
8000-19999 3 STARS 5% DISCOUNT AS
POINTS
20000-39000 5 STARS 7% DISCOUNT AS
POINTS
 PROCESS TO MANTAIN F&S
GREENCARD TIER-
From the day of tier assignment, one needs to maintain a minimum shopping account for the next 12
months. This account varies from tier to tier and is as follows:

If these minimum criteria are not met, one is assigned the preceding tier. 1 Star members need to shop at
least once in the preceding 24 months to retain their membership.

2.6 F&S Brands

The company has 24 domestic and foreign brands that were developed independently of the retail
presence of the group.

These brands are present in every segment within the fashion space including menswear, activewear,
partywear, women's ethnic and formal wear, kids wear, footwear and accessories and are present across
various price points. While many of the brands have been developed by the company over a decade, the
company also has exclusive licensees and joint ventures of global brands.

While all the company s brands are sold through the company’s retail chains, these brands are also
distributed through independent distribution channels, exclusive brand outlets and other modem retail
chains like Lifestyle, Shoppers' Stop, Reliance Trends, Mega Mart.
F&S Store, there are two types of brands available there. These are —
(1) F&S Home Brands —
It consists of brands which are of F&S. These brands are —
Just Trap, Golden Key, ToxiBeiber, Itashee, Estains, Saineda, Fashion Secret, Unique Cott, British
Cross Etc.
(2) Non-F&S Brands —
It consists of brands which are not of F&S. These brands are -Indigo Nation, John Miller, Spykar,
Levi’s, Pepe Jeans London, John Players, BlackBerry, Van Heusen, Raymond, Aurlia, U.S. Polo etc
 32

ZINK LONDON
Stay effortlessly elegant with Zink London's sophisticated and feminine fashion that let you carve your
unique style. Choose from a wide array of dresses, tops, trousers and tunics to create a casual wardrobe
that will carry you from brunch outings to art gallery openings with equal panache.

Indian tradition elegantly embodied in Trishaa. A plethora of designs ranging from opulent paisley to
intricate chikan work to beautiful embroidery, it's a combination of salwar-kameez-dupatta sets perfect
for every traditional occasion.

Indigo Nation has always been the cult brand for the young and the restless, delivering fast fashion to
the young Indian dude who forever aspires to be IN. The Indigo Nation dude's stance is always "Subject
to Change".

JOHN MILLER
John Miller presents a range of everyday corporate wear and accessories that unfailingly makes you look
confident and fluent. It includes formal shirts, trousers, blazers, ties and accessories like belts and
wallets. In line with the more relaxed work culture seen now a day, John Miller has also introduced a
range of relaxed office wear John Miller Hangout. The range includes printed shirts, polo’s, khakis,
chinos & denims.

PEPE JEANS
Pepe Jeans contribute to both man and women's wardrobe by their wide collection of trendy T-shirts,
shorts, pants, Jerseys and skirts. The shirts have coloured checks and highlighted stripes. The Pepe
clothing sports tones of red, yellow, pink, lime and green and some have hand embroidered details. Pepe
Jeans host many fashion shows and advertising campaigns and sign many famous models and sports
personalities.

Created in 1873, Levi’s@ jeans are the original, authentic jeans. They are the most widely recognised
and often imitated clothing products in the history of apparel. Over successive generations, Levi’s jeans
have captured the attention, imagination and loyalty of diverse individuals. As the inventor of the
category, the Levi’s brand continues to define jeans wear with the widest range of products available,
from quintessential classics such as the famous Levi's@ 5010 Original jean, to favourite fits and styles
in the Red Tab TM and premium collections.

Spykar
Spykar, the unisex Jeanswear brand has come a long way in establishing itself as India’s most trusted
denim brand amongst the youth and recently has been voted as the 'most exciting Indian brand' by
Economic Times (Brand Equity Survey). Right from denims, shirts, t-shirts, non-denim bottoms, and
tops to accessories like belt, socks, perfumes, deodorants and bags, Spykar continues to set trends while
it promises 100% comfort and styling.

AND
Before AND was launched, there weren't many designers’ catering to the needs of the Indian woman.
Our country is unique in terms of its culture, which made it even more important to understand what
she was looking for, her psyche, her body and her comfort levels. AND offers a chic collection of
western wear that comfortably combines formal and evening wear. It has evolved to keep pace with its
clients' changing lifestyles. AND takes them to higher levels of comfort and confidence by making
them look, feel, work and play better.
 0K U S RA

Kraus is a casual wear lifestyle brand, fit for the fashion-conscious woman of today. What makes us
different from other denim manufacturers is the fact that we've paid careful attention to the body
structure of Indian women while designing our jeans. All our denims are tailored with the unique body
structure of Indian women. There's absolutely no compromise Mien it comes to fabric and colour, and
the different styles ensure that they get pair of denims that they feel comfortable and confident to wear.
At Kraus, quality is a part of our fabric, and is woven deep into our principles.

Jealous 21 is India's leading exclusive women's wear brand, revolutionized the jeans market for women
by launching jeans that fits every body type of Indian women. The brand offers an elaborate range of
hip-fit jeans is an equally stunning range of tops & tees. Oozing with oomph, this brand is designed to
infatuate today’s young women.

2.7 Mission and Vision: -

To engross our diverse competencies and perspectives to garner benefits and to imprint a mark in the
hearts of customers employees and the society by working cohesively as one to meet commitments and
challenges.
Our vision is to emerge as one of the finest groups to get associated with following the principles of
professionalism ethical values and being accountable for our own actions and decisions. hearts of
customers, employees and the society by working cohesively as one to meet commitments.

2.8 Board of Directors :-

Chairman OF Tashee Group Mr. Kashi Nath Shukla

CHAPTER - 3
 CHAPTER 3 : RESEARCH METHODOLOGY

General Introduction
This study about "Customer Buying Behaviour” is conducted to know about the buying behaviour of the
customers in shopping Myth F&S. This study is limited to F&S which is located in Ram Ganga Vihar
Phase 2, Moradabad.

Customer Buying Behaviour

Customer Buying Behaviour is the study of individuals and the processes they use to select, secure, use
and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these
processes have on the consumer and society. Customer behaviour is increasingly a part of strategic
planning for the future investment and growth of any industry. Retail industry or precisely to say
Apparel industry is no exception.

Customer can either be subjective or objective, testing the persuasiveness of brand names. Retail stores
selling the products also play an important role in swaying the decisions of customer. The whole
package or visual appeal of the retail outlet can determine sales or the service of the sales ladies or the
clerks. Furthermore, customer may choose particular products/brands not only because these products
provide the functional or performance benefits expected, but also because products can be used to
express customers personality, social status or affiliation or to fulfil their internal psychological needs,
such as the need for change or newness. Customer behaviour refers to the mental and emotional process
and the observable behaviour of customers during searching, purchasing and post consumption of a
product or service. Consumer behaviour involves study of how people buy, what they buy, when they
buy and why they buy. It blends the elements from Psychology, Sociology, Social Psychology,
Anthropology and Economics.
Factors affecting Customer buying behaviour
Customer buying behaviour is influenced by the major three factors.
1. Social Factors

2. Psychological Factors

3. Personal Factors
1. Social Factors:
Social factors refer to forces that other people exert and which affect customers' purchase behaviour.
These social factors can include culture and subculture, roles and family, social class and reference
groups.

2. Psychological Factors:
These are internal to an individual and generate forces within that influence his/her purchase behaviour.
The major forces include motives, perception, learning, attitude and personality.

3. Personal Factors:
These include those aspects that are unique to a person and influence purchase behaviour. These
includes demographic factors, lifestyle and situational factors.

3.1 Introduction to the study: -

F&S want to study the buying behaviour of the customers so that they can analyse the buying patterns of
the customers and improve their efficiency of product offers and services. This study also helps them in
improving the conversion ratio and customer traffic.

3.2 Statement of the problem: -

To study the customer buying behaviour at F&S, through accessing the effectiveness of service
delivered.

3.3 Objectives of the study: -

To know about the buying behaviour and satisfaction level of the customers.

To study the factors affecting the phases of buying behaviour.

To study the quality of service provided at F&S to support buying behaviour.

To know the impact of the marketing and channels of communication on the customers buying
behaviour.
3.4 Scope of the study: -

Research is done among the group of people shopping at F&S located in Ram Ganga Vihar
Phase 2, Moradabad.

Research is done among the people who frequently shop at F&S.

Research is done among the people Mho interact with floor staff before buying merchandise.

Research is done among the people who interact with Customer Service Desk
(CSD) after their purchase.

3.5 Research Methodology: -

The research methodologies are using primary data collection and secondary data collection. Here
primary data collection is performed through Questionnaire. A sample size of 50 customers is taken
randomly. The sample is limited to the suitors of F&S at Ram Ganga Vihar Phase 2, Moradabad.

The sample is collected by approaching respondents personally and the people who bought something
from the store. The sampling chosen is a random sampling so that every respondent has equal chance to
respond.

The collected data in the form of questionnaires is then processed and the analysis is done so that we can
suggest improvements based on findings.

Research Design: -
The research design chosen for this research is Descriptive Research design as there is plenty of data
available as secondary data and a lot of researches are done before.

Sampling Design:-
Sample Size-
Sample Size taken to conduct the research 50.

Sampling Method-
The sampling method used to conduct the research is Simple Random Sampling which helps all
units from the sampling frame have an equal chance to be drawn and to occur in the sample.
 Sample Frame-
As we have selected simple random sampling the researcher had the freedom to select the
sample randomly verify there is equal chance for every sample to be taken and includes only the
shoppers at F&S, Moradabad.

Sample Unit-
The sample unit considered here are the people who visit F&S and other retail formats to
purchase merchandise in F&S.

3.6 Data Collection Design: -

Primary Data

Primary data is collected using a random sampling technique and with the help of questionnaire.
The data is collected personally by approaching the sample.
Secondary Data

Quantitative data.

Scaling Design

The questionnaire consists of questions which are based on nominal scale Likert
Scale.

Questionnaire Design
The questionnaire is prepared by researcher using open-ended, close-ended, dichotomous and
multi-dichotomous questions.

3.7 LIMITATIONS
This project report suffers from following limitations:

1. Questionnaires were filled in evenings, when most of the people are in hurry and they might not
have responded truly to all the questions.
2. Our research is limited to only one store of F&S at Exhibition Road Moradabad and Sample Size
is of 50 respondents so errors may crop in while generalizing the results.

3. Those who came out of F&S Store after shopping were chosen for getting the questionnaires filled
but they held bulky polyethylene bags due to which they found it difficult to stand for long and answer
the questions.

4. Most of the retail outlets mentioned in our questionnaire may or may not be visited by
respondents; this affected their response to various questions.
CHAPTER - 4
 CHAPTER 4:OBJECTIVE, DATA ANALYSIS & SWOT ANALYSIS

4.1 OBJECTIVE
 To study factor responsible to shop in F&S.
 To study about which other stores do they consider buying merchandise.
 To study about the offers at F&S.
 Customer opinion about the customer service desk response in F&S.
 To study the range of products offered by the store.
4.2 DATA ANALYSIS
Gender

Table No 1: Table showing distribution of Gender

Options No. of Respondents % of Respondents

Men’s 28 56%

Female 22 44%

Total 50 100%

Graph No 1: Graph showing distribution of Gender

Percentage

• Male
• Female

Inference:

The above graph indicates that the respondents are mostly Men.
 QI. What influenced you to shop in F&S?

Table No 2: Table showing distribution of respondent's opinion about the factor

responsible to shop in F&S.

Options No. of Respondents % of Respondents

Product quality 18 34%

Store appearance atmosphere 16 32%

Promotions and offers 14 28%

Price & Terms of Payment 2 4%

Total 50 100%
Graph No 2: Graph showing distribution of Respondent's opinion about the factor
responsible to shop in F&S.

18

16

14

02

10 No. of Respondents

% of Respondents

Product Store Promotions & Price & Terms quality

appearance & Offers of Payment atmosphere

Inference:

The above graph indicates that 34% of the Respondents considers Product quality as the factor
responsible to shop in F&S.
Q2. How frequently do you shop at F&S?

Table No 3: Table showing distribution of Respondent's opinion on how much they

shop at F&S.

Options No of Respondents % of Respondents

Every Week 3 6%
Once in Two Week 6 12%
Once in Three Week 6 12%
Once in a Month 35 70%

Total 50 100%

Graph No 3: Graph showing distribution of Respondent's opinion on how much they shop at F&S .

35

30

25

20 No of Respondents

1 % of Respondents

10

Every Week Once in Two Once in Three Once in a

Week Week Month

Inference: The above graph indicates that most of the Respondents shops at F&S once in a month.
 Q3. Which company you think is Competitor of F&S?
Table No 4: Table showing distribution of Respondent's opinion that which other
stores do they consider buying merchandise.

Options No of Respondents % of Respondents

Central 20 40%

Max 6 12%
Reliance Trends 21 42%
Big Bazaar 3 6%
Total 50 100%
Graph No 4: Graph showing distribution of Respondent's opinion that which other stores do they
consider while buying merchandise.
No of Respondents

% of Respondents

20

Central M
1 Trends

Inference:
The above graph indicates that apart from this store most of the customers prefer to go to Central and
Reliance Trends.
 Q4. Brands and Products availability in F&S is?

Table No 5: Table showing distribution of Respondent's opinion about availability of

brands and quality of products in F&S.

Options No of Respondents % of Respondents

Excellent 4 8%
Good 43 86%
Avg. 2 4%

Bad 1 2%

Total 50 1 000/0
Graph No 5: Graph showing distribution of Respondent's opinion about availability of
brands and quality of products in F&S.

No of Respondents

% of Respondents

Excellent Good Average gad

Inference:
Graph indicates that the brands and quality of the products is Good in F&S.
 Q5. Through which Promotional Source you come to know about F&S?

Table No 6: Table showing distribution of Respondent's opinion about the offers at

F&S.

Options No of Respondents % of Respondents

Newspaper 11 22%
E-Mail 1 2%

SMS 3 6%
Other 35 70%

Total 50 100%
Graph No 6: Table showing distribution of Respondent's opinion about the offers at
F&S .

35

30

25

20
No of Respondents

% of Respondents 10

Inference: The above graph indicates that there is a lot of scope in communicating the offers at F&S
through SMS and E-Mailers with the increase in technology.
 Q6. Do the Staff provide right information regarding the merchandise?

Table No 7: Table showing distribution of Respondent's opinion about the staff

response regarding the merchandise in the store.

Options No of Respondents % of Respondents

Strongly Agree 21 42%
Agree 28 56%

Disagree 1 2%

Strongly Disagree 0 0%

Total 50 100%
Graph No 7: Graph showing distribution of Respondent's opinion about the staff
response regarding the merchandise in the store.

25
30

20 15
No of Respondents

% of Respondents

10

Inference:
Graph indicates that the sales representatives of the respective brands are well aware of the merchandise.
 Q7. How is the Customer Care response when you approach them?

Table No 8: Table showing distribution of Respondent's opinion about the customer

care response in F&S .
Options No of Respondents % of Respondents
Good 38 76%
Best 6 12%
Average 4 80%

None 2 4%
Total 50 1 000/0
Graph No 8: Graph showing distribution of Respondent's opinion about the customer
care response in F&S .

Inference:
Graph indicates that maximum of the respondents are satisfied with the responses of customer care
division at the F&S whenever there is an issue.
 Q8. Does the store have a wide range of products?

Table No 9: Table showing distribution of Respondent's opinion about the range of

products in the store.

Options No of Respondents % of Respondents

Strongly Agree 3 6%
Agree 36 72%

Neutral 10 20%

Disagree 1 2%

Strongly Disagree 0 0%

Total 50 100%
Graph No 9: Graph showing distribution of Respondent's opinion about the range of
products in the store.

30
No of Respondents

% Of Respondents
20

10

Inference:
The graph indicates that the store has a Made range of products.
 Q9. Is the Store located at a Right and Convenient Place?
Table No 10: Table showing distribution of Respondent's opinion about the
convenience of location.

Options No of Respondents % of Respondents

Strongly Agree 10 20%

Agree 29 58%

Neutral 9 18%

Disagree 1 2%

Strongly Disagree 1 2%

Total 50 100%
Graph No 10: Graph showing distribution of Respondent's opinion about the
convenience of location.

25
30

20 15

No of Respondents

% Of Respondents
10

Inference:
The above graph indicates that maximum of the respondents thinks that the store is conveniently
located.
 Q10. Will you purchase again at F&S?

Table No 11: Table showing distribution of Respondent's opinion about repurchase in

F&S.

Options No of Respondents % of Respondents

Definitely will 46 92%
Probably not 0 0%

Not sure 4 8%
Total 50 100%
Graph No 11: Graph showing distribution of Respondent's opinion about repurchase
in F&S.

No of Respondents

% of Respondents

Definitely will Probably not Not sure

Inference:
Graph shows that the respondents are brand loyal towards the F&S store and are willing to purchase
again at F&S .
4.2 SWOT ANALYSIS

Strengths
1. F&S is one of India's largest retailer having 100+ stores across 40+ cities in India
2. F&S is one of the largest retailers by market capitalization and revenue in India
3. It manages high number of purchase orders

4. It is always updated with changing consumer preferences

5. F&S is a popular brand with a high presence across India
6. Strong online presence of the brand helps to tap the internet market
7. F&S offers a wide variety of clothes for men, women and children
8. Advertising, branding and discounts have enabled the brand to capture the youth

Weaknesses
1. Intense competition from retail stores and online shopping brands means limited market share growth
for F&S

2. Too many options for customers hence high brand switching and low brand loyalty

Opportunities
1. F&S can increase the footfalls by increasing ATL — TV commercial promotions
2.1ndia is fast emerging as retail hub for top brands as government allowed FDI in single brand and
multi brand retail

3.0rganized retail is only small percentage of total Indian retail industry

4. Tie-ups with fashion institutes and even online brands can help increase sales for F&S
 Threats
1. Strong competition from unorganized retail sector in India affects business of F&S

2. Government policies are not well defined in emerging markets

3. Online shopping is emerging trend in consumers due to convenience which is taking away market
share of retailers like F&S
CHAPTER - 5
 CHAPTER 5: FINDINGS
5.1 Findings:
1. From the location of the shoppers it is clear that many people are brand loyal to F&S and come
over from almost all parts of Moradabad to shop at F&S.

2. Visual Merchandising of the store is good and all the staffs are well aware of the products
(Apparel and Non-Apparel) and are good in communicating about the merchandise to the shoppers.

3. The store is well decorated and the ambiance of the store is nice and it offers the shoppers a wide
range of products so that they can shop well.

4. There is no proper communication of the offers available at F&S through electronic media like e-
mail and SMS. Most of the respondents come to know about offers at F&S through Newspapers and
other means (Friends, Relatives. etc..).

5. The satisfaction level and experience of the customers Myth respect to their shopping is good and
they want purchase again which shows F&S is good in customer retention.
6. Most of the customers who comes from far places feel that the transportation is a major problem
and at Exhibition Road there is no route for public transport available and due to most persons
(Especially Female) finds it difficult to come at F&S for shopping.

7. Some of the customers are not informed about the offers that are happening in F&S Store and
there has been a miscommunication by same staff.

8. Most of the customers felt that the employees of the store are very friendly all the time to help in
selections of merchandises.
9. Most of the customers felt that the VM at F&S is very good and they have a updated collection all
the time.

10. Some customers felt that the Merchandise are placed closely and which gave a clumsy look which
makes decision sometimes difficult.
CHAPTER – 6
 CHAPTER 6 : SUGGESTIONS & CONCLUSION
6.1 Suggestions:
1. E-mail and SMS can be used as an effective channel of communicating the offers to the
customers.

2. Proper communication is to be provided to the customers through sales people so that there will
be no confusion in understanding the offers.

3. Tashee Group has a tie-up '"the payback is a loyalty program so the advertisements and
promotions should be communicated through mails and SMS to the respective customers.

4. Better offers can be provided to loyal customers based on the frequency of purchases and the type
of purchases they make.

5. A play area for kids can be made so that it can attract more customers.
6.2 Conclusion:
The study helped me in understanding the retail sector and the format of organized retail sector. It also
helped in understanding the customer behaviour while purchasing the merchandise in the store and also
about the factors that they consider while making the purchases.

Based on the study and customer's responses, we can be able to fill the gap between the customers and
their purchases.

The study helped in understanding the customer behaviour and to identify their considerations during
the purchases. This study helps in finding the customers responses and to make the services offered by
F&S more efficient.

The study helped in finding about the store atmosphere, location, the merchandise offered at F&S,
knowledge of the sales force, customer care response and the offers provided by F&S.
 FEEDBACK
NAME: ……………………………………………………….

GENDER: Male Female

LOCATION OF RESIDENCE: ………………………………………

AGE GROUP:

 10-20
 20-30
 30-40
 40-ABOVE

PHONE NUMBER:

E-MAIL: ………………………………………………………………

OCCUPATION:

 Student
 Business
 Teacher
 Government Servant
 QUESTIONNAIRE
1. What influenced you to shop in F&S?
 Product Quality
 Store Appearance and Atmosphere
 Promotions and Offers
 Price & Terms of Payments

2. How frequently do you shop at F&S?

 Every Week
 Once in two Week
 Once in Three Week
 Once in a Month

3. Which company you think is Competitor of F&S?

 Central
 Max
 Reliance Trends
 Big Bazaar

4. Brands and Products availability in F&S is?

 Excellent
 Good
 Average
 Bad

5. Is the store conveniently located?

 Strongly agree
 Agree
 Neutral
 Disagree
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6. Rate the store promotional offers at F&S?

 4
 3
 2

7. How is the Customer Service?

 Very Good
 Good
 Average
 Below Average

8. Do the store wide range of Product?

 Strongly agree
 Agree
 Neutral
 Disagree
9. What is your satisfaction level with the shopping?

 Highly Satisfied
 Satisfied
 Neutral
 Dis-satisfied
10. How Friendly do you find the employees of this store?

 Very friendly
 Somewhat Friendly
 Friendly
 Not at all friendly
11. How competitive do you find prices at store?

 Very Competitive
 Somewhat competitive
  Competitive
 Not competitive
12. Will you Purchase again?

 Definitely will
 Probable yes
 Probable no
 Not sure
13.In Which time you shop most?

 Sale time
 Festival time
 End of year
 Any time
14. Which section you like most of the store?

 Men’s
 Women’s Ethnic
 Kid’s
 Women’s western
15. You go to F&S because?

 Wide Range
 Product quality
 Brand image
 Service of Store

Any Suggestion

……………………………………………………………………………………………………………
……………………………………………………………………………………………
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BIBLIOGRAPHY
Kothari C.R. “Research Methodology”, New Age
Publication http://www Tasheegroup.in
http://F&Sbusiness. html
http://wikipedia.org/wiki/F&SGroup
http://en.wikipedia.org/wiki/Customer buying behaviour
http://Tashee GroupF&S .com.in
THANK YOU
FOR SHOPPING