SYNOPSIS

Customer Satisfaction Regarding Organised retail Sector in Kerala through :Kerala State Civil supply Corporation

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Submitted in partial fulfillment of the requirements for qualifying

MBA

TABLE OF CONTENTS
S. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. CONTENTS PAGE NO.

Title of the project.....6 Introduction to topic....7 Rationale of study...10 Objective of the study.11 Research Methodology....12 Expected Contribution from Study.....13 Limitation of the study....14 Bibliography...........15 Questionnaires..16

Customer Satisfaction Regarding Organised retail Sector in Kerala through :Kerala State Civil Corporation supply Corporation

2. INTRODUCTION
Retailing is the final stage in the distribution process (from manufacture to consumer), in which the retailer, as an intermediary, collects an assortment of goods and services from various sources and offers them to the consumers. Retailing occupies a pre-eminent position in the economies of all modern societies as it is often stated that the only constant in retailing is change and it is certainly true that the pace of development within the retailing appears to be accelerating. The traditional forms of independent owned small business and co-operatives have lost significant market share. In developed economies retail sector is now characterized by large multiple chains run by powerful and sophisticated organizations like Supplyco in Kerala . Though the arrival of the super markets in India was a bit late but they are fast becoming a rage amongst the retail enthusiasts. There are several obvious reason for the burgeoning growth of the organize retail formats.

Cooperative marketing is not new to India. To get the economics of scale, Indian craftsmen and traders made shrenies or groups of similar products and trade during 6th and 7th centuries. (Romila Thapar, 1966). This was the basis of caste system. The villages during medieval and British period grew with cooperative trade. Cooperative marketing is just an extension and application of the philosophy of cooperation in the area of agricultural marketing. It is a process of marketing through a cooperative society, formed for the producers, by the producers. It seeks to eliminate the middlemen between the producer and the consumer, thus getting the maximum price for their produce (Singh,2007). Kirana shops are traditional retail outlets in India. However with the advent of new cooperative marketing with modern all facility malls. There is general perception that retails consumers are getting skewed towards malls and consequently Kirana stores are experiencing tough competition to retain their customers. The ICRIER study (2008), commissioned by the Department of Industrial policy and Promotion, has said both large stores and neighborhoods kirana shops can co-exist. Women activist and a politician, Margaret Alva, observed while addressing the silver jubilee celebrations of the FICCI Ladies organization (FLO). The small kirana shops and establishments run by women are being swept away by the mall culture. ( The Hindu Business Line, July 7, 2008). 4

COMPANY PROFILE
Kerala State Civil Supplies Corporation, popularly known as Supplyco is the largest retail chain of essential commodities and consumer goods for the public of Kerala. The main objective of Supplyco is to provide the good quality essential commodities to the reach of every one of Kerala at reasonable price. Apart from this Supplyco undertake other schemes for the benefit of the common public of Kerala especially Farmers. Supplyco's paddy procurement scheme is one of such programs. In this scheme Supplyco purchases paddy from the farmers at rates fixed by Government of Kerala. The Mills selected by Supplyco directly lifts the paddy from the paddy fields and process to rice and issue this rice to the Authorized Ration Wholesalers for distributing the rice to the common people of Kerala under various Government schemes like Annapoorna, Andhyodaya etc. With the implementation of this paddy procurement scheme Supplyco ensured that the farmers of Kerala are getting a reasonably good price for their paddy and also made the private millers to procure the paddy at rates higher than the rates offered by supplyco. Supplyco also ensure that the good quality rice is available in the ration shops for the poor category people especially BPL card holders of Kerala.
The Kerala State Civil Supplies Corporation better Known as Supplyco is the gateway for the 30 million people of the State of Kerala, assuring the much needed food security in a substantive style by supplying life's essentials and reaching out to the rural-poor and the urban-rich alike. Incorporated in 1974 as a fully owned Government Company with an authorised capital of 15 crores, to meet the limited objectives of regulating the market price of essential commodities at reasonable prices, the growth of Supplyco for nearly three decades was tremendous and unbelievable compared to any of the similar organisations in the country. Head quartered in Kochi and operating through 5 Regional offices, 14 district depots, 42 taluk depots and around 1000 retail outlets, it has a dedicated work force of nearly 3500 to fulfill the task.

Market Intervention The motto behind the incorporation of Supplyco was to regulate the rise in prices of essential commodities in the open market. Under the Government programme of market intervention, pulses and spices are purchased and sold to the consumers at subsidised prices fixed by the Government. The Government of Kerala aids this operation by giving grants every year. The task has been fulfilled through the

network of Maveli Stores, which was started to commemorate the saga of Mahabali, legendary king of Kerala. Now the Maveli Stores has become a prominent name among the consumers in the state. Supplyco operates through Maveli Stores and Mobile Maveli Stores throughout the state covering almost all the panchayaths. Quality products and subsidised pricing are the twin advantages, which Supplyco extend to the consumer. Supplyco has also undertaken distribution of pulses and spices and other branded products of Civil Supplies Corporation at subsidised prices, through the network of 2000 selected ration shops.

Succumbing to the overwhelming public demand, Supplyco expanded its horizon of activities into other vital areas of consumer interest by starting Super Markets, Petrol Bunks, LPG outlets and Medical Stores. Supplyco also markets its own branded products of tea, coffee, milled wheat products, curry products, iodized salt, washing soaps and detergents.

Festival Markets

During festival seasons like Onam, X'mas and Ramzan, when the price of essential commodities and vegetables are highly volatile, Supplyco with its objective of price stabilisation and preventing shortages, organises Festival Markets at important cities and other centers; and this has become a big festival attraction to the people of Kerala, over the years.

Mid-day Meal Programme

Under the Mid-Day meal programme of the Government, Supplyco is distributing food items to 2.34 million school children and this is one of Supplyco's major operations.

Other operations

Supplyco is the sole distributor of levy sugar to the authorised ration dealers in the State.

3. RATIONALE FOR STUDY

The main aim of the study is to know the factors that effect the consumer behaviour while purchasing a product from Supplyco and to evaluvate the satisfaction level of people about Organised Retail outlets of Supplyco Kerala.Cooperative marketing is not new to India. To get the economics of scale, Indian craftsmen and traders made shrenies or groups of similar products and trade during 6th and 7th centuries. This was the basis of caste system. The villages during medieval and British period grew with cooperative trade. Cooperative marketing is just an extension and application of the philosophy of cooperation in the area of agricultural marketing. It is a process of marketing through a cooperative society, formed for the producers, by the producers. It seeks to eliminate the middlemen between the producer and the consumer, thus getting the maximum price for their produce (Singh,2007). Kirana shops are traditional retail outlets in India. However with the advent of new cooperative marketing with modern all facility malls. There is general perception that retails consumers are getting skewed towards malls and consequently .Supplyco is kind of successful movement in kerala with many open ended to study.

4. OBJECTIVES OF THE STUDY

1.To find out the factors that affect the buyers decision among the modern retail sector. 2.To evaluate and find out the factors that attracts consumer most to malls and kiryana shops. 4.To study people perception about Supplyco brand and their brand loyality.

5.To know the factors that effect the consumer behaviour while purchasing a product from Supplyco. 6.To know satisfaction level of Supplyco Kerala. people about Organised Retail outlets of

5. RESEARCH METHODOLOGY
It is a way to systematically solve the research problem; it may be understood as a science of study how research is done scientifically. Thus research methodology is not only concerned with research methods but also consider the methods used in conduct of research study and explain why particular methods or technique and others are not, so that research result are capable of being evaluated either by researcher himself or by others. 4.1 Research Design: This study will be descriptive. This study is mainly concerned about an existing problem and its basic nature cause and effect. It is concerned with discovering and testing certain variables with respect to their services. The study will focus on the various problems faced by people who shop from organized retail outlets and how these gaps can be filled. 4.2 Sample Plan: Sampling is an effective step in the collection of primary data and has a great influence on the quality of results. The sampling plan includes the population, sample unit, sample size and sampling technique. Population: All the people who purchase from selected organized retail outlets of Supplyco. All the organized retail outlets are part of population. Sample Unit: 100 customers who visit supplyco Outlets in Ernakulum ,Kerala. Sample Size: Although large number of people purchase from the Supplyco. But to conduct a research sample 100 respondents is to be taken. 100 questionnaires were filled from customers of organized Supplyco outlets. Sample Technique: Convenience Sampling. Respondents were chosen on the convenience basis. The time they were purchasing from these outlets.

4.3 Data Collection: Data collected from both primary and secondary sources. Primary Sources: Data regarding service provided by the above mention outlets was collected from customer through questionnaire (both open ended and close ended questions were asked) Secondary Sources: Indian Journal of Marketing, Images Retail, Previous Researches, websites 4.4 Data Analysis: The questions, which had alternative choices, will be analyzed by taking percentages of responses. In the case of questions on likert scale the mean score & percentages will be calculated. The questions to which there were specific answers the ranges will be clubbed & percentages will be calculated. In the cases of explanatory questions, the general suggestions will be summarized.

6. EXPECTED CONTRIBUTION FROM STUDY

The expected contribution from the study tries to find out respondents choice to shop from Supplyco or from the other outlets, organized as well as unorganized. Study will try to find the trend of the respondents who were shopping from past 1 year from these outlets. The study will also helps us to conclude to fix competitive prices of goods at supplyco so that we can increase the net sales. Price discounts are more important to customers while shopping from any outlet. To study the purchasing trends among the Consumers.

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7. LIMITATIONS OF THE STUDY

The study may have the following limitations:

LIMITED SCOPE: Scope of study will be limited to Ernakulam only because of limited time and money. So results of study may not be generalized.

OUTPUT MAY BE INACCURATE: This study will base on the assumption that responses are true and factual although at times that may not be the case.

DYNAMIC BEHAVIOUR OF CONSUMER: Consumer behavior is dynamic in nature and thus over the time, finding of today may become invalid tomorrow.

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8. BIBLIOGRAPHY

1.Pathak S.V. & Tripathi Aditya P, Customer shopping Behaviour among modern Retail format: A study of Delhi & NCR, Indian journal of Marketing, vol 39 No.2, February 2009 pg(3-12).

2.Sachdeva J.K. & Tripathi B.P., Study of consumers perdeption about Malls and Traditional Retail Outlets, Journal of Global Economy, vol. 4 No.4, October-December 2008 pg (260-275). 3.Prof. Gupta S.C. & Kaur Tripat, Exploring the trends of retail formats in India A study of shopping Malls, Indian Journal of Marketing, vol.37 No.7, July 2007. Pg (3036). 4.Malta Miller & Singh Sanjeev Kumar, Retail service Quality: An Indian Research perspective, Mangal May Journal of Management & Technology, vol-2 issue1 July December-2006, pg (36-42). 5.Moran K, Growing Scenario of Retail Marketing, Indian Journal of Marketing vol32 issue 5-6, May June 2002, pg (11-13). 6.Ashokan C & Hariharan G, Profits & perception of Retail Consumer An empirical study in Palakkad District , Indian Journal of Marketing, vol.38, issue 2, Feb. 2008 pg (24-29). 7.Dr. Bishnoi Vinod, Dr Kumar Sanjeev & Dr Singh MRP , A Study of Consumers perception and buying pattern in emerging era of organized retailing A case of select Shopping malls , Pragyaan, vol.5, issue2, October 2007, pg (1-10).

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9. QUESTIONNAIRE
Personal Information:Name Age Gender Marital Status Education Profession Address .

1. Have you ever visited Supplyco for shopping? Yes No

2. From where do you prefer to purchase product:Kiryana shops Departmental Stores Companys outlet Malls supplyco Others ( specify)

3. How frequently do you visit organized Retail Outlet supplyco? Daily Twice a week On weekends On specific occasion

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4. How do you come to know about Brands: Advertisement Newspaper Magazines Friends Any other

5. Rank the following factors according to the preference while buying a particular product: Price Brand Name Taste Accessibility Variety Packaging Schemes

6. What do you prefer to purchase mostly from the Organized Retail outlet Supplyco? Grocery Clothes Footwear ( ) ( ) ( ) )

Electronic Goods ( Cosmetics Any other

( ) ( )

7. what are the various Impulsive antecedents you face while purchasing? Self Esteem Loneliness Materialism Brand Conscious 14

8. Please rate the satisfaction regarding Big Retail Outlet on following point:-2 Highly Dissatisfaction -1 Dissatisfied 0 Neutral 1 Satisfied 2 Highly Satisfied. Product Servies Salesforce Price Promotion

9. Do you think promotional schemes offered by the showrooms affect purchasing power? Yes No

10 Which type problem you are facing in Malls and Big Retail outlets? ______________________________________________________________________ ______________________________________________________________________

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Any Suggestions?

______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________

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