SARHAD COLLEGE OF ARTS, COMMERCE & SCIENCE

A
PROJECT REPORT
ON

“SURVEY ON RETAIL MARKETING SECTOR TECHNIQUES USED BY

GROCERY SHOP”
[DEPARTMENT OF (BBA) MARKETING]

SUBMITTED BY
LOKESH GOVIND BHUTADA
BBA (SEM V)
IN
PARTICIAL FLFILLMENT OF THE
BACHELOR OF BUSINESS ADMINISTRATION PROGRAM
SAVITRIBAI PHULE UNIVERSITY OF PUNE
UNDER THE GUIDENCE OF
“DR.SWAPNA THORGULE”
YEAR: - 2021-22

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 DECLARATION

I here by declare that this project Report title “SURVEY ON RETAIL

MARKETING SECTOR TECHNIQUES USED BY GROCERY SHOP”
submitted is a record of original work done by me under the guidance of

“DR.SWAPNA THORGULE”

The information and data given in the report is authentic to the best of my
knowledge.
This project report is not submitted to any other University or Institution
published any time before.

LOKESH GOVIND BHUTADA

TY.BBA
SARHAD COLLEGE ART,COMMERCE AND SCIENCE

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 ACKNOWLEDGEMENT

I would Like to express my special thanks of gratitude to our

“DR. SWAPNA THORGULE”
Who gave me guidance to this project on the topic
“SUREY ON MARKETING TECHNIQUES USED BY RETAIL MARKET
MAHESHWARI GROCERY SHOP”
Which help in doing a lot of
research work and I came to know about so many new things.

Signature of the student

Lokesh Govind Bhutada

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 INDEX

NO. CHAPTER NAME PAGE

NO

1 Introduction 5-12

2 Research Methodology 13-14

3 Company Profile 15-17

4 Analysis and Interpretation 18-23

5 Finding and Conclusion 24

Questionnaries 25

Reference 26

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Chapter No.:-1

INTRODUCTION TO RETAILING

Retailing includes all activities involved in selling goods or service directly

to find consumer for personal, non-business use. A retailer or retail store is any
business enterprise whose sale volume comes primarily from retailing .
Any organization selling to final consumers – whether a manufacturer,
wholesaler or retailer- is doing retailing. It does not matter how the goods or
services are sold (by person, mail, telephone, vending machine or internet) or
where they are sold (in store, on the street, or in consumer's home)
Retail marketing is application of marketing functions in distribution of
goods to the customers. Organized retail is not just selling of goods, it
embraces activities of marketing like grading packing, promotion and
advertisements and show casing variety of goods, at reasonable price with
offers like discount, credit. Retail Marketing provides convenience, comfort in
shopping in place or medium that is convenient to the consumer.
A retailer is the last link in the chain of distribution. He sells goods to final
customer. He connects between middlemen and consumer acting as link
between them. He is described as merchandising arm or neck, in the bottle of
distribution. He acts as communicator between manufacturer and consumer.
Benefits both of them by sharing necessary information that gives profit to
manufacturer by manufacturing goods that are liked by the people.
Retail is the sale of goods and services to consumers, in contrast to
wholesaling, which is sale to business or institutional customers. A retailer
purchases goods in large quantities from manufacturers, directly or through a
wholesaler, and then sells in smaller quantities to consumers for a profit.
Retailers are the final link in the supply chain from producers to consumers.
Shopping generally refers to the act of buying products.

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The strategic retail analysis typically includes following elements

Market analysis – Market size, stage of market, market competitiveness,

market attractiveness, market trends.

Customer analysis – Market segmentation, demographic, geographic and

psychographic profile, values and attitudes, shopping habits, brand
preferences, analysis of needs and wants, media habits.

Internal analysis – Other capabilities e.g. human resource capability,

technological capability, financial capability, ability to generate scale
economies or economies of scope, trade relations, reputation, positioning,
past performance.

Competition analysis – Availability of substitutes, competitor's strengths and

weaknesses, perceptual mapping, competitive trends.

Review of product mix – :: Sales per square foot, stock-turnover rates,

profitability per product line.

Review of distribution channels – Lead-times between placing order and

delivery, cost of distribution, cost efficiency of intermediaries.

Evaluation of the economics of the strategy – Cost-benefit analysis of planned

activities
There are 3 types of retailers:
1. Store retailer
2. Non Store retailer
3. Retail Organization

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From the assortment point of view, Store retailers are of 4 types:
1. Specialty Store
2. Departmental Store Super market
3. Convenience Store
4. Discount Store

Specialty Store: Narrow product line with deep assortment, viz apparel stores,
book stores etc. A clothing store would be a single line store, men's clothing
store would be limited line store & men's custom-shirt store would be a super
specialty store.
Example: The limited, The Body Shop.

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Departmental Store: Several products lines-typically clothing, household
goods, home furnishings- with each line operated as a separate department
managed by specialist.
Example: Sears, Bloomingdale's.

Supermarkets: Relatively large, low-cost, low-margin, high volume, self-

service operation designed to serve total needs for food, laundry & household
maintenance products.
Example: Big Bazar, Hyper City, More.

Convenience Stores: Relatively small store located near residential area, open
long hours, seven days a week and carrying a limited line of high- turnover
convenience products at a slightly higher price
Example: 7-Eleven, Circle k.

Discount Store: Standard merchandise sold at lower prices with lower margins
and higher volumes. True discount stores regularly sell merchandise at lower
prices and offer mostly national brands
Example: Reliance stores

From customer service point of view

1. Self-service retailing: Many customers are willing to carry out their own
locate- compare-select process to save money

2. Self-selection retailing: Customers find their own goods, although they can
ask for assistance.

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3. Limited-service retailing: These retailers carry more shopping goods, and
customers need more information and assistance. The stores also offer
services such as credit & merchandise-return privileges.

4. Full-service retailing: Sales people are ready to assist in every phase of the
locate-compare-select process. Although majority of goods & services is sold
through stores, non-store retailing has been growing much faster than store
retailing.

Major non-store retailer types:

1. Direct Selling: It deals with door-to-door or at home sale parties i.e.

It involves one-to-one or one-to-many selling.
Example: Eureka Forbes, Amway, Mary Kay Cosmetics.

2. Automatic Vending: Example: ATM

3. Buying services: Is a store less retailer serving a specific clientele-usually

employees of large organizations-who are entitled to buy from a list of retailers
who have agreed to give them discounts in return for membership.
Example: Amazon.com

4. Direct marketing: It involves direct response marketing. The different

forms of direct marketing are: Direct mail, catalog marketing, telemarketing,
television direct response marketing and electronic shopping.
Example: Dell Computers

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 Critical Issues faced by India retail

Faster expansion: In the year 2006 many companies entered retail sector, and
invested huge cash inflow for expansion which made in result of which, Debt
was taken by the companies to make this expansion and currently due to less
supply many are facing huge crisis in retails and shutting down.

High Rental costs: Indian economy saw a boom in real estate prices in year
2006 during which prices of land went touched rocket high as a result the rent
need to be paid by companies increased drastically which ate up the major
portion of the revenue.

Operational inefficiencies: Retail industry is facing a major problem in

managing the stock and logistics which led to decrease in the revenues of the
retail companies. Many in the unorganized sector dint have expertise or
knowledge in the field of operation which as a result led to
 High inventory
 Expiries
 Stock- outs
 Shrinkages
Manpower issues: Retail as an industry is facing a high retention of
employees due to new opportunities in other sectors, most of the retail
industry pay a salary which is less then industry standards which make them to
shift their job on a regular basis.

No proper business model: Many of the unorganised retail do not follow an

fixed business model which is applicable in all areas it keeps on changing from
industry to industry as a result it is hard to generate revenue from this model.
Organised retail players find it difficult to follow a fixed business model.

Political uncertainties: Many of the retail companies need to get state

approvals if the business scale is small or should get a nod from central

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government if it’s backed by foreign players which make difficulty in setting
new retail industries.

Market size and growth

Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10% of
the country’s gross domestic product (GDP) and around eight% of the
employment. India is the world’s fifth-largest global destination in the retail
space.
India ranked 73 in the United Nations Conference on Trade and Development's
Business-to-Consumer (B2C) E-commerce Index 2019. India is the world’s fifth-
largest global destination in the retail space and ranked 63 in World Bank’s
Doing Business 2020.
India is the world’s fifth-largest global destination in the retail space. In FDI
Confidence Index, India ranked 16 s per Kearney Research, India’s retail
industry is projected to grow at a slower pace of 9% over 2019-2030, from US$
779 billion in 2019 to US$ 1,407 billion by 2026 and more than US$ 1.8 trillion
by 2030.
Revenue of India’s offline retailers, also known as brick and mortar (B&M)
retailers, is expected to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77
billion) in FY20. India’s direct selling industry would be valued at US$ 2.14
billion by the end of 2021.
According to the Retailers Association of India (RAI), the retail industry
achieved 93% of pre-COVID sales in February 2021; consumer durables and
quick service restaurants (QSR) increased by 15% and 18% respectively.
After an unprecedented decline of 19% in the January-March 2020 quarter, the
FMCG industry displayed signs of recovery in the July-September 2020 quarter
with a y-o-y growth of 1.6%. The growth witnessed in the fast-moving
consumer goods (FMCG) sector was also a reflection of positivity recorded in
the overall macroeconomic scenario amid opening of the economy and easing
of lockdown restrictions.

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E-Retail has been a boon during the pandemic and according to a report by
Bain & Company in association with Flipkart ‘How India Shops Online 2021’ the
e-retail market is expected to grow to US$ 120-140 billion by FY26, increasing
at approximately 25-30% p.a. over the next 5 years. India has the third-highest
number of e-retail shoppers (only behind China, the US). The new-age logistics
players are expected to deliver 2.5 billion Direct-to-Consumer (D2C) shipments
by 2030. Online used car transaction penetration is expected to grow by 9x in
the next 10 years. During the festival period in 2020, Amazon, Flipkart and
various vertical players sold goods worth US$ 9 billion despite the pandemic
onslaught.

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Chapter No:-2
Research Methodology

The word ‘Research’ has originated in the 16th century from the French Word ,
recerche, meaning to “seek out, search closely” which dates back to the Latin
word circare meaning to go around, to wander’ So, research is nothing, but the
art of searching closely. The word ‘search’ in research is an evolutionay
component of the human species, very much like the hunters or gatherers.
Search means to know. Research also means Exploration. ‘Re’ stands for
expressing, intensive force and ‘cerchier’ stands for search.
Research is a creative and systematic work undertaken to increase the stock of
knowledge and utilization of knowledge to devise new knowledge, ideas and
applications. It is a purposeful investigation.
As per Neuman,
“Research is a collection of methods and methodologies that
researchers apply systematically to produce scientifically based knowledge
about the social world.”
According to Clover and Balsley,
Research is the process of systematically obtaining accurate answers to
significant and pertinent questions by the use of the scientific method
gathering and interpreting information.
Research methodology is the specific procedures or technique used to identify,
select, process and analyse information about the topic.

Objective of Research
- To study Marketing strategy used by company
- To study company profile
-To study how the main retail sector actually working
-To study the company taking the sevice to his consumer

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Scope of Research methodology
- The study of the quality of product, shopping methods, price of the
product ,consumer online/offline experience, delivery and we refer the
business model of the shop.
- The study of marketing techniques used in company.

Sampling Size
- We collect survey data from 15 employees randomly.

Data Collection Methods

1) Primary Data methods
Use of Survey, Interviews and discussion with the consultant
company
2) Secondary Data Methods
Secondary data collected from marketing book of BBA, help of
google chrome, survey responses.

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Chapter No:-3
COMPANY PROFILE

Business Name : - Maheshwari Grocery Shop

Business Type : - Retail sector grocery store.
Industry :- Retail sector
Year of Establishment :- 1990
Company CEO :- Govind.Z.Bhutada
Web site :- Maheshwarigroceryshirwal21@gmail.com.
Email :- maheswaristores21@gmail.com
Address :- Near IndusInd bank, Bhau tambe nagar
NH 4 highway shirwal.
Dis: - Satara. Tal: -Khandala 412801.

Introduction: -
Company was launched in the year 1990 by Zumberlal. L.
Bhutada who is first CEO and Director of the company who started with an
initial investment of 5000 INR, the company is registered under the name
Maheshwari Kirana shop according to companies act. Presently the CEO and
Director of the company GOVIND Z BHUTADA and partnership with
BRIJMOHAN Z BHUTADA. And there are around 5 interns and 3 full time
employees working under director.
Company main function is to provide platform for retailers to
sell groceries offline and it’s the bread and butter for the company by which
Kirana sales earn major part of its revenue. The retailers by this come online
/offine and order groceries by sitting at home or at their convenience

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Company Vision: -
Kirana sales follow a market place model where it does not
store any kind of inventory at their warehouses but tie up with local
hypermarket and super stores for selling of groceries online/offine, for the
online company charges certain amount of delivery for the consumer. The
delivery charges is based on the sales that the consumer makes through
online. Completely automated inventory and order management platform,
which help the retailers to update the inventory without.

Location specific partnership: -

At present company partners only with one biggest grocery
shop and mart within a radius of 3km to 5 km. These shop and mart are
selected based on various parameters such as number of years the store is
doing business in the locality, customer base, number of items in the stores to
name a view of those. At a later stage of mart employees will be trained on
how to handle a delivery on daily basis and a quick time ensuring quality

SWOT Analysis
Strength: -
 Quick home delivery
 Grocery business is location dependent
 Help local & neighbourhood mart/shop
 Integrate with mart POS for inventory and order management

Opportunities: -
 Organized retail market share of grocery industry is 10%
 E-Grocery share of organized retail grocery is 1%
 Growth of online retail market is 35% for next 5 years – need to be verified
with source

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Threats
• High Competition
• No Employment growth
• High Inflation

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Chapter No:- 4
Analysis and interpretation
People told that they are moderately aware of online
groceries stores which mean that the respodents know that there is something
called online grocery store and product sold through online. People like the
quality of the product. And retailer take afortable price to the
consumer.Peoples like our site to purchase material

The chart show that the quality of our product is best and peoples
like the quality of product also.And sum people say that the quality
of product is better than poor

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 Chart show that the peoples are getting shopping offline. 40%
people are like to shop online as well as offline also.

In one month peoples are likely to shop grocery thrice a month. And
remaining peoples get shop once or twice in a month

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In the chart peoples shopping experience on the website is best.
People enjoying shopping online/offline in our website

People saying the price of the poduct is affordable. And the

price list on our website is low and people affort them.

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 Peoples get likely to shop on our website and they
recommend to the other people to buy grocey on our site/shop.

Peoples are very likely to purchase material on our site as well

as our shop.

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 73% Peoples get good experience on our site. And some
peoples get bad experience.

46% peoples are likely to shop on our shop. And get rate to our
shop excellent experience on our site.

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The chart show that the product price is affordable. And
people get buying product on our site and shop. And people
has a good experience on the site.

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 Chapter No:-5
Finding & Conclusion

 Majority the company using online marketing for sales

promotion.
 Analysis showed that the company 35% doing business online
and 65% of them they will be doing business offline.
 The analysis found that about 50% retailers find a difficult to do
home delivery without any main order limit on the basket size
purchase by cosumer.
 Retailers are trying to add value to consumer and they are least
bothered of the above challenges as long they satisfy consumer
and increase revenue through online.

Conclusion

Retail industry is going at slow phase after its initial few years of
growth but the online retail is growing at rapid phase and it is embryonic stage
where compititors are slowly entering into the industry.Grocery sales must try
in adding value retailer by providing them platform where they can sell the
groceries online this can build by providing retailers and consumers a solid
platform which help both of them.
Most of the consumer tell that they don’t shop online becase of the no
touch and fill of the product kirana sales must first try to build the trust
amoung consumer and make them repeat purchase to the side. The main
hurdle faced by retailer coming online is that the additional transport cost that
is involved in delivering such groceries.

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 Questionnarie
 Name
 Address
 What do you think about the quality of our product?
1.Best 2.Better 3.Poor

 Which shopping method you use to buy product?

1.Online shopping 2.offline shopping 3.Both

 How many times do you shop a grocery in a month?

1.Once 2.Twice 3.Thrice

 Did you enjoy online/offline shopping experience on our

website?
1.Yes 2.No 3.Maybe

 Our product prices are affordable?

1.True 2.False

 Would you recommend our shjop/mart for shopping to

others?
1.Yes 2.No

 How likely are you to recommend thi site to purchase

material online to shoppers?
1.Likely 2.Very Likely 3.Never

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 Have you ever had a bad experience while shopping with
us?
1.Yes 2.No

 How would you rate your overall groceries shopping

experience ?
1.Excellent 2.Average 3.Poor

 What do you think about the pricing of our product?

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 Reference
1) Survey on retail marketing techniques form data collected
from different retail industry.
2) Use link
google.com/search?
q=marketing+project+on+grocery+store&rlz=1C1CHBD_enIN
922IN922&oq=&aqs=chrome.2.69i59i450l8.852014561j0j15
&sourceid=chrome&ie=UTF-8
3) Retail in India, 21 September 2014 <htpp://www.ibef.com>
4) Marketing books.

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