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INDEX
Chapter PAGE
TOPIC
No. No.
ACKNOWLEDGEMENT I
EXECUTIVE SUMMARY II
1 INTRODUCTION
1.1 INTRODUCTION OF PROJECT
WHY HAS THIS INDUSTRY/TOPIC
1.2
BEEN SELECTED?
1.3 INRODUCTION OF FORUM
1.4 INTRODUCTION OF D-MART
1.5 LITRATURE REVIEW
2 RESEARCH METHODOLOGY
2.1 RESEARCH METHODOLOGY
2.2 RESEARCH OBJECTIVES
2.3 DATA COLLECTIONS METHODS
2.4 SAMPLING METHOD
2.5 INDUSTRY ANALYSIS
2.6 COMPANY OVERVIEW
2.7 ANALYSIS AND INTERPRETAIONS
3 DATA ANALYSIS
3.1 DEFINITION OF MARKETING MIX
3.2 4P’S OF FORUM& D-MART
3.3 PROMOTIONAL STRATEGIES
3.4 FORUM
3.5 D-MART

3.7 CUSTOMER BUYING DETERMINANTS

4 DATA ANALYSIS

RESULT/ OBSERVATION,FINDING &

5
SUGGESTIONS
BIBLIOGRAPHY

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ANNEXURE

TABLE-CHART INDEX

PAGE
Fig. No. NAME OF THE CHART
No.

3.1 MARKETING MIX

3.2 STORE’S ADVERTISEMENT
3.3 PURCHASING PRODUCT IN STORE
3.4 CHOOSE PRODUCT (FORUM)
3.5 CHOOSE PRODUCT (D-MART)
3.6 UNEXPECTED OFFERS
3.7 DISTANCE OF STORE
3.8 PARKING FACILIITY STORE STRUCTURE
3.9 LOCATION OF STORE
3.10 CHOOSE FACTOR
3.11 SOURCE ABOUT OUTLET
3.12 OFFER
3.13 TAGLINE OF FORUM
3.14 TAGLINE OF D-MART
3.15 ADVERTISEMENT EFFECT
4.1 PROMOTIONAL ACTIVITIES OF STORE
4.2 PATTERN CHANGE AT PROMOTION
4.3 SERVICE PROVIDED BY STORE
4.4 SERVICE OF STORE
4.5 ORGANIZATION STRUCTURE
4.6 STORE STRUCTURE
4.7 DEMOGRAPHIC ANALYSIS-AGE
4.8 OCCUPATION
4.9 FAMILY MEMBER

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4.10 VISIT A STORE

4.11 EXPENSE IN SHOPPING
4.12 SECTION OF THE STORE LIKE THE MOST
4.13 GENDER
4.14 REASON COMING TO THE STORE
4.15 REASON IT’S AN FORUM

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CHAPTER 1
INTRODUCTION

1.1 INTRODUCTION OF PROJECT

As a part of our study of MBA programme, we are given capstone project work to
develop our analytical faculties as professional students. In relation to the aforementioned
objective the project undertaken by us covers marketing analysis of national. The study
converges on two major giants in global market:

1. Forum
2. D-Mart
1.2 Why has this industry/topic been selected?
 Ones a customer get inside the store he will find all kinds of products available
that may be Food item, Cosmetic, Electronic, Garments, Furniture etc.
 Because of these features it has a very good reputation in that area and customers
who are residing far away and in other areas they also visit the store.
 This department is responsible for the product arrangement at the store with
respect to their nature.
 This department is responsible for the maintenance of the systems of the stores.

1.3 INTRODUCTION TO THE TOPIC:

Forum Store

Pantaloon Retail (India) Limited, is India's leading retail company with presence across
multiple lines of businesses. The company owns and manages multiple retail formats that
cater to a wide cross-section of the Indian society and is able to capture almost the entire
consumption basket of the Indian consumer. Headquartered in Mumbai (Bombay), the
company operates through 5 million square feet of retail space, has over 331 stores across
40 cities in India and employs over 17,000 people. The company registered a turnover of
Rest 2,019 corer for FY 2010-11. It owns and operates multiple retail formats including
Pantaloons, Forum, Food Bazaar, Central, E-Zone, Fashion Station, Depot and many
others.

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Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail
chain, Pantaloons in Kolkata. In 2001, it launched Forum, a hypermarket chain that
combines the look and feel of Indian bazaars, with aspects of modern retail, like choice,
convenience and hygiene. Food Bazaar, food and grocery chain and launch Central, a
first of its kind seamless mall located in the heart of major Indian cities, followed this.
Some of its other formats include, Collection I (home improvement products), E-Zone
(consumer electronics), Depot (books, music, gifts and stationary), All (fashion apparel
for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It
has recently launched its retailing venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has
joint venture companies with a number of partners including French retailer Etam group,
Lee Cooper, Manipal Healthcare, Jaywalker’s, Gini & Jony and Liberty Shoes. Planet
Retail, a group company owns the franchisee of international brands like Marks &
Spencer, Debenhams, Next and Guess in India.

Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for
financial year ended 2008-09. Pantaloon Retail was selected as the Best of Best Retailers
in Asia by Retail Asia-Pacific Top 500 magazine in 2006.

Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to
cater to the entire Indian consumption space. The Future Group operates through six
verticals: Future Retail (encompassing all retail businesses), Future Capital (financial
products and services), and Future Brands (management of all brands owned or managed
by group companies), Future Space (management of retail real estate), Future Logistics
(management of supply chain and distribution) and Future Media (development and
management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management and
consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and
consumer-related private equity fund, Indecision. It also plans to get into insurance,

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consumer credit and other consumer-related financial products and services in the near
future.

Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every
Indian Consumer in the most profitable manner." One of the core values at Future Group
is, 'Indian’s' and its corporate credo is - Rewrite rules, Retain values.

Future Group Manifesto

“Future” – the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write rules
yet unwritten; create new opportunities and new successes. To strive for a glorious future
brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future
scenarios in the consumer space and facilitate consumption because consumption is
development. Thereby, we will effect socio-economic development for our customers,
employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and when
they need.
We will not just post satisfactory results, we will write success stories. We will not just
operate efficiently in the Indian economy, we will evolve it. We will not just spot trends;
we will set trends by marrying our understanding of the Indian consumer to their needs
of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed
in the Future. We shall keep relearning. And in this process, do just one thing.

Forumis a chain of shopping malls in India currently with 29 outlets, owned by the
Pantaloon Group. It works on same the economy model as Wal-Mart and has had
considerable success in many Indian cities and small towns. The idea was pioneered by
entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. Forumstores in
Metros have a gaming area and kids play area for entertainment.

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Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol,
Bangalore, Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi,
Durgapur, Ghaziabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur,
Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane,
Thiruvananthapuram, Vishakhapatnam.

Forumis not just another hypermarket. It caters to every need of customer’s family.
Where Forumscores over other stores is its value for money proposition for the Indian
customers. At Forum, customer will definitely get the best products at the best prices --
that’s what Forumguarantee. With the ever increasing array of private labels, it has
opened the doors into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will
surprise customer. And this is just the beginning. Forumplans to add much more to
complete customers shopping experience

Departments with their Products

1) Men’s Department
Formals (Shirts & Pants)
Jeans T-Shirts
Major brands in this department
Pantaloon
2) Furniture Department

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Dining Table
Bedroom Accessories
Hall accessories (Sofa sets, Chairs, Computer table etc)
Mattresses

3) Home Decor
Flower vase
Artificial Flowers
Religious gifts
Candle stand
Umbrellas
Photo Frames
Assorted color Stones
Frame Paintings
Water falls (artificial)
Birthday items

Chronology
2001

Three Forumstores launched within a span of 22 days in Kolkata, Bangalore and

Hyderabad

2002

Forum- ICICI Bank Card is launched.

Food Bazaar becomes part of Forumwith the launch of the first store in Mumbai at High
Street Phoenix

2005

Launches a unique shopping program: the ForumExchange Offer, inviting customers to

exchange household junk at Forum

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2007

The 50th Forum store is launched in Kanpur

Forum partners to launch India's most popular shopping portal

2008

Forum becomes the fastest growing hypermarket format in the world with the launch of
its 101st store within 7 years of launch

Forum joins the league of India’s Business Super brands. It is voted among the top ten
service brands in the country in the latest Pitch-IMRB international survey

2010

Forum wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged
the most preferred Most Preferred Multi Brand Food & Beverage Chain, Most Preferred
Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop

Forum connects over 30,000 small and medium Indian manufacturers and entrepreneurs
with around 200 million customers visiting its stores.

2011

200th store opened in India

Forumhas come up a new logo with a new tag line: ‘Naye India Ka Bazaar’
For the convenience of the online customers, Forumhas started free shipping on all orders
above Rs. 1000

2012

Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India
Forumis planning to add further value to its retail services by offering Value added
services like grinding, de-seeding, vegetables cutting at free of cost

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1.4 INTRODUCTION OF D-MART STORE:

D-Mart offer products to satisfy the entire family’s needs. Merchandise offered at D-Mart
is always at lower prices. Stores are designed with customer convenience in mind. D-
Mart respects your intelligence by offering a wide choice of brand and pack sizes, couple
with easy-to-understand communications and information.

Avenue Super Marts Ltd.

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets
by the store name D-Mart.

D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting
all their daily household needs. A wide selection of home utility products is offered,
including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen,
home appliances and much more.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into
a trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra
Pradesh and Karnataka. D-Mart is now looking forward to growing its stores across
India.

Culture

At ASL, we’re strong believers in deriving excellence in customer service through

systemic training and rigor at work. We value simplicity and humility in our people and
strongly believe that integrity and merit is the only route to growth at ASPL. We hire
professionals who share our values and unabashedly lead by example.

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Vision

It is our continuous endeavor to investigate, identify and make available new

products/categories for the customer’s everyday use and at the ‘best’ value than anybody
else.

Presence

D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda,
Pune, Sangli and Solapur. Today D-Mart is established in 46 locations across
Maharashtra, Gujarat, Andhra Pradesh and Karnataka, in:

Maharashtra

 Mumbai  Pune
 Navi Mumbai  Solapur
 Thane  Sangli

Gujarat
 Ahmedabad
 Rajkot
 Baroda
 Surat
 Anand
 Amravati
 Kolhapur

Andhra Pradesh
Hyderabad,

Karnataka,
Bangalore

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Product offrings:

D-Mart ofeers a wide selections of products in the following categories:

 Foods
 Toiletries and Beauty products
 Garments
 Kitchenware
 Bed and Bath linen
 Toys & Gmaes Stationery
 Home Appliances
 Footwar

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CHAPTER 2
INDUSTRY OR COMPANY PROFILE

D MART

D'mart Exclusive, Dolphin Mart's home decor and gifting solutions brand, plans to open
around 35 stores and is targeting a turnover of Rs 80 crore this fiscal. In the current
financial year, the company plans to invest a total sum of Rs 20-25 crore for expansion.
d'mart Exclusif plans to open 3 stand-alone showrooms, 15-16 boutiques at airports/
malls, and 14-16 franchise stores this fiscal. It also plans to open a kiosk at T3 Terminal
in Delhi and stores in tier 2 and 3 cities as well. The company will also venture into e-
commerce by the end of this year.

Dolphin Mart is the importer and distributor of premium signature art and decor pieces
including silverware, crystal ware, limited edition collectibles, objects d’art, figurines,
furniture accessories and gifts items, selected and sourced from international brands in
Italy, Spain, Germany, France, UK, and China. The company claims that d’mart
Exclusive is the sole product distributor for such premium brands in India as per an
agreement.

Speaking about the location preferences for its new stores, Praveen Rao, Vice President,
and Dolphin Mart, said: “The ideal location to open a new store depends on a number of
factors. Our first preference is stand-alone showrooms on high streets, followed by
reputed mall/shopping complexes.”

Highlighting the key requirements of a franchisee, he said that an exclusive franchisee

would be required to invest a sum of Rs1 crore and must have an area of 1,200 sq.ft.
while a non-exclusive franchisee would have to invest Rs 30 lakh and have an area
between 800 and 1,000 sq.ft. For the shop-in-shop format, the franchisee will have to
invest up to Rs 20 lakh and must have an area of 500-600 sq.ft..”

He confirmed that d'mart Exclusive spends 10 percent of its total sales on advertising and
marketing including more than 15 exhibitions annually. Kiosks are an important lead

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creation point for the retailer. Stores contribute 35 percent towards total sales of d'mart
Exclusive.to Rao, among all the products sold at demark Exclusie, the price band
between Rest 25,000 and Rs 35,000 is the most popular among Indian customers.
Worldwide limited editions sell the most in India, contributing almost 60 percent towards
the total sales of the company.

There is a huge untapped market for the Rs 140 billion home improvement vertical in
India. Indian consumers have disposable incomes and are looking for more upgraded
lifestyles, which d'mart Exclusive caters to. The market has also extended from metro to
tier 2 cities as well, which shows exponential growth in the sector.

Forum
Forum: This hypermarket chain was introduced in India by Pantaloon Retail (India)
Limited. The year was 2001. The first store opened in Kolkata and was followed by
stores in Hyderabad and Bangalore, in a short span of 22 days. These stores contributed
over Rs 43 crores to the company’s turnover and over Rs 2.89 crores to the PBDIT in the
first year itself. In 2006-2007 more Indians discovered the value of shopping in Forum.
Forum launched 27 new stores in 22 cities, covering over 1.40 million square feet. While
Forum continued to expand in the large cities it also tapped consumptions potential in
smaller cities like Agra, Allahabad, Coimbatore, Surat, Panipat, Palakkad, Kanpur, and
Kolhapur. By May 2008, there were 89 Forums spread across various cities and towns
across the country.

“Jo bazaar mein milta who sab yahan milta hai” is how Rakesh Biyani Director
Pantaloon Retail (India) Limited describes Forum. The bazaar is a term commonly used
for the market or market place. Whenever any of us need anything the simplest way to
get it is to go to the bazaar. Forum represents a location where a customer can shop for
anything that he needs for which he would normally visit a bazaar or the markets.

Retail in India is still at a nascent stage. This case study has been prepared as a basis for
discussions, on evolving formats suitable for India.

Pantaloon Retail (India) Limited was incorporated as Manz Wear Private Limited in the
year 1987. It became a public limited company in 1991 and was renamed Pantaloon

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Fashions (India) Limited and then Pantaloon Retail (India) limited in 1999. Over the
years the company has accelerated growth through its ability to manage change. It
integrated backwards into garment manufacturing and expanded its retail network at the
same time. It launched three successful brands – Pantaloon trouser bar denims and John
Miller shirts between 1987 and 1993.

The company introduced the concept of The Pantaloon Shoppe, an exclusive men’s wear
retail store, which expanded across India from 1994-1998 . In the year 1997, Pantaloon
moved to large format lifestyle retailing with the launch of Pantaloons India’s family
Store. Pantaloon has grown to a 29 store network and occupies 263,000 sq ft of the retail
space. They contributed Rs 174 crores to the total turnover of the company.

The management was aware that in retail, size mattered. The business revolved around
volumes. Lifestyles retailing did not rally provide these volumes the volumes came from
the large Indian middle class market that was waiting to be tapped. Forum– the discount
store — was launched in the year 2001, to meet the aspirations of he middle class. In a
short span of two years it had added a Food Bazaar and Gold Bazaar to its ranges of
offerings.

At the time of the launch of Forum there was no real precedent in the Indian market
Giants the RPG hypermarkets had opened in Hyderabad only two months prior to the
launch of Forum. A western model had to be adapted to suit the needs of the Indian
environment various local markets and local market leaders were studied. This was done
to understand the product mix and the prices offered. One of the key discount retailers
studied was Sarvanna Stores in Chennai.

Saving is the key to the Indian middle class consumer. The store which would be created
had to offer value to the consumer. Keeping this in mind, the concept of Forumwas
created.

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Company overview

Forum

ForumPvt., Ltd. operates as a hypermarket. The company offers fashion and general
merchandise including home furnishings, utensils, crockery, cutlery, sports goods,
electronics, toys, footwear, men's and women's apparel, accessories such as sunglasses,
watches, and handbags, luggage, fruits, vegetables, and stationary products. The
company sells its products through its retail stores located nationwide. Forum Pvt., Ltd.
was founded in 2001 and is based in Mumbai, India. Forum Pvt., Ltd. operates as a
subsidiary of Future Group.

Kishore Biyani said he is not holding talks with anybody to sell stake in Forum Pvt., Ltd
and Food Bazaar, Inc. as Future Group has sorted out its debt crisis. "We are not in
discussions with anybody. I don't want to divest my core retail business now. I want to
run it," Kishore Biyani told ET. "Our debt levels are very comfortable and divestment, if
any, will only be in non-core assets," the Future Group Chief said. "In the past one
month, Biyani has managed to reduce his debt by INR 60 billion. Now, he is in no hurry
to sell any of his core businesses," the person close to Future Group said.

Mitsubishi Corporation is looking to acquire a stake in ForumPvt., Ltd.

Mitsubishi had made it a pre-condition to invest in Future Group’s food sourcing and
back-end infrastructure, sources familiar with the matter said. Mitsubishi and Future
Group discussed the issue in the US last week and Mitsubishi has even suggested a
convertible structure that will allow an equity stake in Forum. Kishore Biyani was
unavailable for comments and his spokesperson said the matter was speculative.
Mitsubishi did not respond to Business Standard seeking comment.

D mart

Dolphin Mart Limited, founded in 1992 is engaged in Lifestyle Retail Marketing of

imported rare collectibles ranging from home dcor, art pieces, corporate gifts, furniture
and furniture accessories under two established premium brands namely dMart Exclusif
and Woodmart Exclusif. A national player in the premium luxury segment, is dedicated

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to offering a range of aspirational and lifestyle decoratives handpicked from renowned

world class brands across the world, with products from the classic to the contemporary.

“It is a challenge to handle fresh produce,” says S Jagdish Krishnan,

chief operating officer, retail and bakery divisions, at Heritage Foods. “For, it goes
through the farmer-broker-wholeseller-retailer chain which roughly takes a day. If we
work along with farmers and process it quickly, we can sell it profitably.” Besides, it also
has a 50-member team which procures 55 per cent of its fresh produce locally in the areas
where it operates.

It has one of the largest multi-product, multi brand service centre in the country, where
400 service staff and 120 skilled technicians work, who provide after-sales, collection
and delivery services to customers.
So whenever a customer buys a big product like air-conditioner, its service centre is
informed about the purchase which in turn calls the customer and says it will send
technicians to install it. Its technicians get in touch with customers and install it.

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CHAPTER -3

Research Methodology

3.1 Research Methodology:

Since the study is on retail sector first the detail study of the store is been conducted
about its Management team its structure the number of departments which all brands
does the store has, who are its suppliers about its warehouses.

Based on the topic objectives were set and to arrive at the opinion on objectives a set of
120 questionnaires were designed of 26 questions and response is collected from the
customers who are visiting the store. For data collection Random Convenient sampling
method was adopted. For this project the area of research is Bangalore.

3.2 RESEARCH OBJECTIVE

 To scan customer buying behavior.

 To know the promotional strategy of Forum D-Mart.
 To know the relation between promotional strategy and buying decision.
 To comprehend the determinants of customer satisfaction.
 To know about the growth prospective with respect to demand analysis.
 To analyse product mix.
 How Forum and dmart Establish and maintain the in retailing through promotion

3.3 Data Collections Methods:

Market research requires two types of data i.e. secondary data and primary data.
Primary data has been used abundantly for the study. Well-structured questionnaires
were prepared & the survey was undertaken. Feedback for the display has been taken by
asking questions & observation has also done to gather primary information.

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There is also a use of secondary data, collected from the various journals, books, and
websites & from Store managers.
Primary data - Field Survey

Secondary data - Forum records, D-Mart records, Book

,Company Websites

Area of research: - Bangalore Shopping malls, Forum & D-Mart

Research approach: - Survey method

3.4 Sampling Method

Since the study is restricted to Retail sector, all the functional Departments of
Forum& D-Mart and the respondents are found at the store only so according to the
convenience randomly they are being picked so sampling method is used in this study is
Random Convenient Sampling.

Sampling

Sample size : 120 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of Forum& D-Mart

Measuring Tools : Questionnaire

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3.5 Analysis and interpretation

SWOT ANALYSIS

Strengths:

 High brand equity enjoyed by Forum

 State of the art infrastructure
 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers
 Maximum percent of footfalls converted in sales
 Huge investment capacity
 Biggest value retail chain in India
 It offers a family shopping experience, where entire family can visit together.
 Available facilities such as online booking and delivery of goods
Weakness:

 Unable to meet store opening targets on time

 Falling revenue per sq ft
 General perception: ‘Low price = Low quality’
 Overcrowded during offers
 Long lines at billing counters which are time consuming
 Limited only to value offering low price products. A no of branded products are
still missing from Forum’s line of products. E.g. Jockey, Van heusen,

Opportunity:

 A lot of scope in Indian organized retail as it stands at approximately 4%.

 Increasing mall culture in India.
 More people these days prefer to visit big stores where they can find large variety
under one roof
Threats:

 Competition from other value retail chains such as Shoprite, Reliance (Fresh and
trends), Hypercity and D mart.
 Unorganized retail also appears to be a threat to Forum’s business. A large
population still prefers to visit local convenient stores for daily purchases

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 Changing Government policies

 International players looking to foray India

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CHAPTER-4
DATA ANALYSIS & INTERPRETATION

Definition of Marketing

Store’s advertisement

Store No. %

Forum 74 61.67

D-Mart 46 38.33

Total 120 100

Fig.4.2

Store’s advertisement

38.33

Big-Bazaar
61.67
D-Mart

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ANALYSIS:
From the survey, from 120 respondents, gave response for more powerful advertise to
Forum is 61.67% & D-Mart is 38.33%.

INTRPRETATION:
Majority of the customers are give response for most powerful advertisement is Forum.
We can also interpret that the Forum comparison is more powerful people attract with
advertisement like T.V., Hoarding, newspaper, is most of the part of purchasing by
advertisement.
4p’s of Forum& D-Mart

Product:

 Purchasing a product in Store

Store NO. %
Forum 52 43.33
D-mart 38 31.67
Both 30 25.5
None 0 0.0
Total 120 100

Fig.4.3

Purchasing a product in Store

7.5
17.5 43.33 Big-Bazaar
D-Mart
31.67 Both

None

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ANALYSIS:
From the survey, from 120 respondents, gave response Forum is 43.33% & D-mart is
31.67% & both is 17.5% and none 7.5%.

INTERPRETATION:
Majority of the customers are given response to Forum, We can also interpret from
this that Forumhas located itself in a good place from where it is able to attract
customers. As a hypermarket which is to be located far off the city, Forumhas located
itself in a good place from where it is convenient for people to visit Forum.

Forum
Forumoffers a wide range of products which range from apparels, food, farm products,
furniture, child care, toys, etc. of various brands like Pantaloon, Levis, Allen Solly, Pepsi,
Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc.
Forumalso promotes a number of in house brands like:
- DJ & C
- Tasty Treat

 End. Notes
 Four Cs! - Consumer wants and need Vs Product
- Cost to satisfiy Vs Price
- Convenience to buy Vs Place
- Communication Vs Promotion
 HUC - Hindustan Unilever Ltd.
 ITC - Indian Tobacco Company
 P&G - Procter & Gambler

Choose the product from the store.

Forum
1 2 3 4 5 6
% % % % % %
Advertisement 17.05 20.45 9.09 11.36 17.61 24.43

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Reference 11.93 16.47 20.45 15.9 14.77 20.45

Experience 16.48 14.78 21.02 14.2 11.36 22.16
Quality 16.48 9.66 24.43 22.16 15.91 11.36
Quantity 21.59 21.02 10.8 12.5 24.43 9.66
Service 16.48 17.61 14.2 23.86 15.91 11.93

Fig.4.4

Choose Product
100%
11.36 9.66 11.93
90% 24.43 20.45 22.16
80% 15.91 24.43 15.91
Percentage

70% 14.77 11.36

17.61 Big-Bazaar 6 %
60% 22.16 12.5 23.86
15.9 14.2
50% 11.36 10.8 Big-Bazaar 5 %
40% 9.09 20.45 21.02 24.43 14.2
21.02 Big-Bazaar 4 %
30% 20.45 17.61
20% 16.47 14.78 9.66 Big-Bazaar 3 %
10% 17.05 11.93 16.48 16.48 21.59 16.48
0% Big-Bazaar 2 %
Big-Bazaar 1 %

ANALYSIS:
From the survey, from 120 respondents, gave response for choose product from the
store to First rank Forum is 17.04%, & Second rank is 20.40%, & Third rank is 9.09%, &
Fourth rank is 11.36%, & Fifth rank is 17.61%, & Sixth rank is 24.46% of them
Advertisement. Give First rank is 11.93%, & Second rank is 16.48%, & Third rank is
20.45%, & Fourth rank is 15.90%, & Fifth rank is 14.77%, & Sixth rank is 20.45%, of
them Reference. Give First rank is 16.48%, & Second rank is 14.78%, & Third rank is
21.02%, & Fourth rank is 14.20%, & Fifth rank is 11.36%, & Sixth rank is 20.15%, of
them Experience. Give First rank is 16.48%, & Second rank is 9.66%, & Third rank is
24.43%, & Fourth rank is 22.15%, & Fifth rank is 15.90%, & Sixth rank is 11.36%, of
them Quality. Give First rank is 21.59%, & Second rank is 21.02%, & Third rank is
10.79%, & Fourth rank is 12.15%, & Fifth rank is 24.43%, & Sixth rank is 9.65%, of

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them Quantity. Give First rank is 16.48%, & Second rank is 17.61%, & Third rank is
14.20%, & Fourth rank is 23.66%, & Fifth rank is 15.90%, & Sixth rank is 11.93%, of
them Service.

INTREPRETATION:
Majority of the customers are gave response for quantity is the most choose the
product from the store. We can also interpret that Forumis designed as an agglomeration
of bazaars or Indian markets with clusters offering a wide range of merchandise
including fashion and apparels, food products, general merchandise, furniture,
electronics, books, fast food and leisure and entertainment sections are also of this
product are available in bulk at Forum.

D-Mart
D-Mart offer products to satisfy the entire family’s needs. Merchandise offered at D-
Mart is always at lower prices. Stores are designed with customer convenience in mind.
D-Mart respects your intelligence by offering a wide choice of brand and pack sizes,
couple with easy-to-understand communications and information.
D-Mart ofeers a widw selections of products which range from pparels,Foods,
Toiletries and Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys &
Games Stationery,

Home Appliances, Footwear.

The service offered was somewhat okay. As soon as we went in, the security (lady)
informed us that she was putting our belongings inside a D-Mart’s green clothed bag and
sealing it. Even the purse bag of my mother was sealed inside. We had to argue with the
security guard and finally we managed to get the purse out. We began shopping with 10
minutes of wasted time and a rather bad mood to begin shopping with.
The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell
without understanding the requirements of the customer. On the Priya pickle offer (1free
for 2 bought) the staff lady wanted us to buy the same pickle three times. This was a
stupid idea, what would we do with 3 achaars of the same mango, or ginger, or lime?
Finally after we explained the stupidity behind her reasoning she relented and let us
chooses a variety of three

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 Choose the product from the store.

D-Mart
1 2 3 4 5 6
% % % % % %
Advertisement 16.13 22.58 20.16 13.71 12.1 15.32
Reference 14.51 19.35 15.32 18.55 20.16 12.1
Experience 25 17.74 22.58 8.06 11.29 15.32
Quality 23.39 12.1 7.26 17.74 16.13 23.39
Quantity 10.48 13.71 20.97 21.77 17.74 15.32
Service 10.48 14.52 13.71 20.16 22.58 18.55

Fig.4.5

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Choose Product
100%
90% 15.32 12.1 15.32 15.32 18.55
23.39
80% 12.1 20.16 11.29
percentage 17.74
70% 8.06 16.13 22.58
13.71 D-Mart 6 %
60% 18.55
22.58 21.77
50% 20.16 17.74 20.16 D-Mart 5 %
40% 15.32 7.26
20.97 13.71 D-Mart 4 %
30% 17.74
22.58 19.35 12.1
D-Mart 3 %
20% 13.71 14.52
10% 25 23.39 D-Mart 2 %
16.13 14.51 10.48 10.48
0% D-Mart 1 %

ANALYSIS:
Give response for choose product from the store to First rank D-Mart is 16.12%, &
Second rank is 22.58%, & Third rank is 20.16%, & Fourth rank is 13.70%, & Fifth rank
is 12.09%, & Sixth rank is 15.32% of them Advertisement. Give First rank is 14.51%, &
Second rank is 19.35%, & Third rank is 15.32%, & Fourth rank is 18.54%, & Fifth rank
is 20.16%, & Sixth rank is 12.09%, of them Reference. Give First rank is 25%, & Second
rank is 17.74%, & Third rank is 22.58%, & Fourth rank is 8.06%, & Fifth rank is
11.29%, & Sixth rank is 15.32%, of them Experience. Give First rank is 23.38%, &
Second rank is 12.09%, & Third rank is 7.25%, & Fourth rank is 17.74%, & Fifth rank is
16.12%, & Sixth rank is 23.38%, of them Quality. Give First rank is 10.48%, & Second
rank is 13.70%, & Third rank is 20.96%, & Fourth rank is 21.77%, & Fifth rank
is17.74%, & Sixth rank is 15.32% of them Quantity. Give First rank is 10.48%, &
Second rank is 14.51%, & Third rank is 13.70%, & Fourth rank is 20.16%, & Fifth rank
is 22.58%, & Sixth rank is 18.54% of them Service.

INTERPRETATION:
Majority of the customers are gave response for quality choose the product from the
store. We can also interpret that D-mart are provided to customers good quality of
products. And many people are satisfied to service & quality.

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Pricing:

 Unexpected offers

No. %

Yes 71 59.17

No 49 40.83

Total 120 100

Fig.4.6

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Unexpected offers

40.83
Yes
59.17
No

ANALYSIS:
From the survey, from 120 respondents, gave response for like to make your
purchase under unexpected offers to Yes is 59.17%, & No is 40.83%.

INTERPRETATION:

Majority of the customers are give response for interested to buy under unexpected
offers only.

Forum
The pricing objective at Forumis to get ³Maximum Market Share. Pricing at Forumis
based on the following techniques:
 Value Pricing (EDLP - Every Day Low pricing):

Forumpromises consumers the lowest available price without coupon clipping, waiting
for discount promotions, or comparison shopping.
 Promotional Pricing:

Forumoffers financing at low interest rate. The concept of psychological discounting (Rs.
99, Rs. 49, etc.) is also used to attract customers. Forumalso caters on Special Event
Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).

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 Differentiated Pricing:

Differentiated pricing i.e. difference in rate based on peak and non- peak hours or days of
shopping is also a pricing technique used in Indian retail, which is aggressively used by
Forum. e.g. Wednesday Bazaar

Bundling:
It refers to selling combo-packs and offering discount to customers. The combo- packs
add value to customer and lead to increased sales. Forumlays a lot of importance on
bundling.
e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)
5kg oil + 5kg rice + 5kg sugar for Rs 599

D-Mart
The prices offered are economical over here. D-Mart offers minimum 5% discount
on MRP on all items except medicines, grocery and vegetables and fruit items.
The product mix was fairly good. Lot of variety was available for all types of
products. The assortments done for apparels was as per the price in descending order and
as per the size i.e. extra large, large, medium and small. Also, in nearby racks the
assortment was as per size nos. i.e. 28, 30, 32, etc for trousers and 38, 39, 40, 42, 44, etc.
for shirts.
D-Mart gift coupons us an ideal way for organization to reward or gift their
employees. D-Mart offers gift coupons in denominations of 250 (worth Rs 250) and 500
(worth Rs 500). Individuals may also receive gift coupons if their off-take us Rs 10,000
or more.

Place:
Distance of store

No. %
00-05 39 32.5
05-10 50 41.68
10-15 17 14.16
More thane 15 14 11.66

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Total 120 100

Fig.4.7

Distance of store
11.66
32.5 00--05
14.16
05--10
41.68 10--15
More thane 15

ANALYSIS:
From the survey, from 120 respondents, gave response for How much distance to the
store to 32.5% of them 0-5 km, & 41.68% of them 5-10 km, & 14.16% of them 10-15
km, & 11.66% of them More than 15 km.

INTERPRETATION:
Majority of the customers are give response for 0-5 km distance to the store.

 Parking facility
No. %

Yes 79 65.83

No 41 34.17

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Total 120 100

Fig.4.8

Parking facility

34.17

Yes
65.83
No

ANALYSIS:
From the survey, from 120 respondents, gave response for happy with the parking
facility provided to Yes is 65.83%, & No is 34.17%.

INTERPRETATION:
We interpret that majority of the customers are satisfied with the parking space
availability provided by store. Hence In holidays probably it will be very essay for
customers to park their vehicle in store.

 Location of store

No. %

Yes 83 69.17

No 37 30.83

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Total 120 100

Fig.4.9

Location of store

30.83

Yes
69.17 No

ANLYSIS:
From the survey, from 120 respondents, gave response for happy with the location of the
store to Yes is 69.17%, No is 30.83%.

INTERPRETATION:
Majority of the customers are give response for happy with the location of the store. We
can also interpret from this that store has located itself in a good place from where it is
able to attract customers. As a hypermarket which is to be located far off the city, store
has located itself in a good place from where it is convenient for people to visit store.
Forum
The Forum stores are operational across three formats ² hypermarkets spread over
40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers
set up over 1 lake sqft. Currently Forum operates in over 34 cities and towns across India
with 116 stores. Apart from the Metros these stores are also doing well in the tier II
cities. These stores are normally located in high traffic areas. Forum aims at starting

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stores in developing areas to take an early advantage before the real estate value booms.
Mr. Biyani is planning to invest around Rs 350 crore over the next one year expansion of
Forum. In order to gain a competitive advantage Forumhas also launched a website
www.futurebazaar.com, which helps customers to orders products online which will be
delivered to their doorstep. This helps in saving a lot of time of its customers.

D-Mart
The D-Mart stores are operational across three formats hypermarkets spread over
30,000-35,000 sq ft, the Express format over 7,000-10,000 sq ft and the Super Centers set
up over 1 lake sqft. Currently D-Mart operates in over 15 cities and towns across India
with 70 stores. These stores are normally located in high traffic areas. Which helps
customers to orders products online which will be delivered to their doorstep? This helps
in saving a lot of time of its customers.
Promotion:
 Choose factor for most while purchasing.
Forum
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 22 29.73 21 20.27 17 22.97 10 13.51 14 18.92
Service 15 20.27 12 16.21 27 36.49 12 16.22 22 29.73
Quality 17 22.97 20 27.02 12 16.21 11 14.86 18 24.32
Availability 09 12.16 08 18.91 14 18.92 25 33.78 08 10.81
of Products
Quantity 11 14.86 13 17.57 04 05.41 16 21.62 12 16.22
Total 74 100 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 15 32.61 12 26.09 14 30.43 07 21.73 04 08.69
Service 09 19.57 10 21.74 05 10.87 13 32.60 15 32.61
Quality 11 23.91 13 28.26 09 19.57 16 39.14 07 15.22
Availability 05 10.87 08 17.39 03 06.52 03 6.53 11 23.91

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of Products

quantity 06 13.04 03 06.52 15 32.60 07 15.22 09 19.55

Total 46 100 46 100 46 100 46 100 46 100

Fig.4.10

120.00%
D-mart
15.22%
100.00% 6.52% 6.53%
13.04% 19.55%
17.39%32.60% Quantity
80.00% 10.87%
39.14% Availability of Products
23.91%
23.91%
2 6.52%
8.26%
60.00% Quality
19.57% 15.22%
40.00% 19.57%
21.74% 32.60%
10.87%
Service
32.61% Offer
20.00% 31.91% 30.43%
26.09% 21.73%
8.69%
0.00%
1 2 3 4 5

ANALYSIS:
From the survey, from 120 respondents, gave response for Choose from factor which
attracted you most while purchasing, to give first rank Forum is 29.73%, & second rank
is 20.27%, & third rank is 22.97%, fourth rank is 13.51% and five rank 18.92% of them
Offer. Give First rank D-Mart is 32.61%, & Second rank is 26.09%, & Third rank is
30.43%, & Fourth rank is 21.73% and five 8.69% of them Offer. Give first rank Forum is
20.27%, & second rank is 16.21%, & third rank is 25.68%, fourth rank is 31.08% of them
Service. Give First rank D-Mart is 34.78%, & Second rank is 19.56%, & Third rank is
13.04%, & Fourth rank is 32.60% of them Service. Give first rank Forum is 22.99%, &
second rank is 20.28%, & third rank is 16.22%, fourth rank is 40.54% of them Quality.
Give First rank D-Mart is 19.57%, & Second rank is 13.06%, & Third rank is 28.26%,
& Fourth rank is 39.14% of them Quality. Give first rank Forum is 14.86%, & second
rank is 35.14%, & third rank is 35.13%, fourth rank is 14.87% of them Availability of
Product. Give First rank D-Mart is 23.91%, & Second rank is 34.78%, & Third rank is
34.79%, & Fourth rank is 6.53% of them Availability of Product.
INTERPRETATION:
Majority of the customers are like to offer to Forum. & like service to D-Mart. We can

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also interpret that some people are like Wednesday Discount Offers on Food, Fashion,
household Items at Forum. it’s means wide range of products available in Forum. and D-
Mart are Even it provides a good service and ambience to its customers who encourage
them to visit d-mart more and more times. So that customers can get more satisfaction.

 Source about outlet

Forum D-Mart
Source
No. % No. %
T.V. 18 24.3243 11 23.9130
Hoarding 19 25.6756 8 17.3913
Bus Painting 13 17.5675 10 21.7391
News Paper 24 32.4324 17 36.9565
Total 74 100 46 100

Fig.4.11

Source about outlet

40 36.95
35 32.43
30 24.32 25.67
23.91
25 21.73
20 17.39 17.56
Big-Bazaar
15
10 D-Mart
5
0
T.V. Hoarding Bus News Paper
Painting

ANALYSIS:
From the survey, from 120 respondents, gave preference for Forum is 24.32% of them
T.V., & 25.67% of them Hoarding. & 17.56% of them Bus Painting. & 32.43% of them
News Paper. And Give preference for D-Mart is 23.91% of them T.V. & 17.39% of them
Hoarding, & 21.73% of them Bus Painting, & 36.95% of them News Paper.

INTERPRETATION:
Majority of the customers are gave response for News paper is the most influencing
factor which is responsible for awareness of Forum& D-Mart. We can also interpret that

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some people are visited a store through seen to advertisement in news paper. The various
promotion schemes used at Forum include.

 Offer
Forum D-Mart
Offer 1 2 3 1 2 3
No. % No. % No. % No. % No. % No. %
Buy 1,Get 1 26 35.22 25 39.2 23 25.57 14 30.43 9 19.56 23 50.00
free
Gift 31 41.48 29 38.65 14 19.88 20 43.47 13 28.26 13 28.26
Voucher
Future Card 17 23.29 20 22.15 37 54.55 12 26.08 24 52.17 10 21.73
Total 74 100 74 100 74 100 46 100 46 100 46 100

Fig.4.12

Offer
100%
23.29 22.15 26.08 21.73
80%
54.55 52.17
60% 28.26
41.48 38.65 43.47
40% 19.88
Future Card
28.26
20% 50
35.22 39.2 25.57 30.43 Gift Voucher
19.56
0%
Buy 1,Get 1 free

ANALYSIS:
From the survey, from 120 respondents, gave response for like the most offer to
give first rank Forum is 35.22% & second rank is 39.2% & third rank is 25.57%. And
give first rank D-mart is 30.43% & second rank is 19.56% & third rank is 50.00%.of
them Buy 1, Get 1 free. Give first rank Forum is 41.48% & second rank is 38.65% &
third rank is 19.88%. And give first rank D-mart is 43.47% & second rank is 28.26% &
third rank is 28.26%.of them gift voucher. Give first rank Forum is 23.29% & second

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rank is 22.15% & third rank is 54.55%. And give first rank D-mart is 26.08.55% &
second rank is 52.17% & third rank is 21.73% of them future card.

INTERPRETATION:
Majority of the customers are give first rank gift voucher to Forum & D-mart. We
can also interpret that Forum& D-Mart is the destination where you get products
available at prices lower than the MRP, setting a new level of standard in price,
convenience and quality, making Forum& D-Mart, India’s favorite shopping destination.
Forum& D-Mart Gift Vouchers are available in convenient denominations of Rs. 50,
100, 250, 500 & 1000. They are redeemable at all Forum& D-Mart stores across India.
Some people are don’t like service of future card.

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Forum
 Future card(3% discount)

 Shakti card

 Advertisement (print ad, TV ad, radio)

 Brand endorsement by M.S Dhoni and Asin

Forum has come up with 3 catchy lines written on hoardings taking on biggies like
Westside, Shoppers stop and Lifestyle. They are:
 “Keep West- a Side. Make a smart choice!”

 “Shoppers! Stop. Make a smart choice!”

 “Change your Lifestyle. Make a smart choice!”

 Each party is free to accept or reject the exchange offer.

 Each party believes it is appropriate or desirable to deal with the other party.

Whether exchange actually takes place depends upon whether the two parties
can agree on terms that will leave them both better off (or at least not worse off) than
before. Exchange is a value-creating process because it normally leaves both parties
better off.
Note that exchange is a process rather than an event. Two parties are engaged in
exchange if they are negotiating-trying to arrive at mutually agreeable terms. When an
agreement is reached, we say that a transaction takes place. A transaction involves at
least two things of value, agreed-upon conditions, a time of agreement, and a place of
agreement. Usually a legal system exists to support and enforce compliance among
transactions. However, transactions do not require money as one of the traded values. A
barter transaction,
e.g., involves trading goods or services for other goods or services

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 Tagline of Forum‘Isse Sasta Aur Acha Kahin Nahin’?

No. %

Yes 79 65.83

No 41 34.17

Total 120 100

Fig.4.13

Tagline of big bazaar

34.17
Yes
65.83
No

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of
Forum‘Isse Sasta Aur Acha Kahin Nahin’ to Yes is 65.83% & No is 34.17%.

INTERPRETATION:
Majority of the customers are give response for satisfied with the tagline of
Forum‘Isse Sasta Aur Acha Kahin Nahin’ we can also interpret from this that tagline of
Forumis an even it provides more wide range of product.
D-Mart
Promotion and sales offers were present for most of the items. There were a discount
of 10 % on all Navneet products and Cadbury celebrations. There was one separate
whole shelf for garbage dust bin bags selling at Rs.29 wherein the actual MRP was

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Rs.45.In case of apparels there is a variety available ranging from menswear, women
swear and kids wear.

Advertising

When D-mart had opened up, on the way towards Nahur station, there was a hoarding
nearly for 3 months to advertise that the mall has opened up at Mulund.

D-Mart mostly use discount offers as a promotional tool for increasing sales. Promotional
tools are very much important for D-Mart, in increasing sales and also in introducing new
products.
Customers are also satisfied with the promotional tools of D-Mart, mostly they are
satisfied with the discount offers.
Customer are satisfied with the products of D-Mart and also with the behavior of the
employees.
To knoe abiut sales promotional technoques and its effectiveness of D-mart.
The study will be carride out in the city of ahmedabad and wwill enable D-Mart to
understand which consumer and sales promotion scheme are beneficial and like by
cistomer so as to retain for longer period.
This reasearch is helpful to know type of sales promotional scheme used by retail store
and to motivate the consumer for buying the products.

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 Tagline of D-Mart ‘Daily Discounts, Daily Savings.!

No. %

Yes 69 57.5

No 51 42.5

Total 120 100

Fig.4.14

Tagline of D-Mart

42.5
Yes
57.5
No

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of D-
Mart ‘Daily Discounts, Daily Savings…!’ to Yes is 57.5% & No is 42.5%.

INTERPRETATION:
Majority of the customers are give response for agree with the tagline of D-Mart ‘Daily
Discounts, Daily Savings…!’ we can also interpret from this that tagline of D-Mart It is
also clearly known that D-Mart sales its goods at a discounted price as compared to the
market. Even it provides a good service and ambience to its customers who encourage
them to visit D-Mart more and more times.

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 Advertisement effects in shopping behavior.

No. %.

Yes 88 73.33

No 32 26.67

Total 120 100

Fig.4.15

Advertisement effects

26.67
Yes
73.33 No

ANALYSIS:
From the survey, from 120 respondents, gave response for advertise effect your shopping
behavior to Yes is 73.33% & No is 26.67%.
INTERPRETATION:
Majority of the customers are give response for advertisement effect in shopping
behavior to People mostly come to store as they get various kinds of products under one
roof. Store should try and produce more qualitative products so that customers can get
more satisfaction and would never think of not doing shopping in store.

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 Promotional activities conducted by store

No. %
Yes 64 53.33
No 56 46.67
Total 120 100
Fig.4.1

Promotional activities of store

46.67
53.33 Yes
No

ANLAYSIS:
From the survey, from 120 respondents, gave response for aware of promotional
activities conducted by store to Yes is 53.33%, & No is 46.67%
INTERPRETATION:
Majority of the customers are give response for aware of promotional activities
conducted by store. We are also interpreting that product categories like grocery and
clothes, Forumhas many local branded products. Customers purchase a lot of these as its
cheap in price even though its quality is not so good. As most of the customers belong to
lower class and middle class people, they purchase those local branded products as it
gives them value for money. Different products of the same category have different
prices. Some customers also pre decides the brand on the local manufactured grocery and
food products of the store. Store should include more of the branded products in its each
category so that customers have more options to choose among the brands. This will
bring in more number of people to store which will definitely increase the sales.

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 Purchase pattern changes at the promotions.

No. %

Yes 39 32.5

No 81 67.5

Total 120 100

Fig.4.2

Pattern change at promotion

32.5
Yes
67.5 No

ANALYSIS:
From the survey, from 120 respondents, gave response for purchase pattern changes,
looking at the promotions to Yes is 32.5%, No is 67.5%.

INTERPRETATION:

Majority of the customers are give response to don’t believe that promotions is
responsible for their purchase decision.

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4.1 Forum
DEVELOPING YOUR PROMOTIONAL STRATEGEY
Developing an effective promotional strategy demands more than just being aware of
the tools promotional. Promotion is an ongoing process that requires much planning. A
strategy is simply a careful plan. The effectiveness of your strategy depends on more than
how much money you put into it. Effectiveness results from the thoroughness of your
planning and the consistency with which you carry it out.

Promotional Strategies
“ How do I get my Product/Service out there?” This is a question that many people who
plan to being their own businesses, or even larger companies who have already
established a name for themselves, frequently ask. Your product or service may be the
latest and greatest on the market today, but that doesn’t help you if no one know it exists.
You need to find some way to make yourself and your product known.
That is where promotion comes into play. But what exactly is promotion? Well, The act
of promoting or the fact of being promoted; advancement. Encouragement of the
progress, growth, or acceptance of something, furtherance. Advertising, publicity.
Essentially this covers everything from commercial to magazine ads and even free items
given out at exhibitions and trade shows. Promotion is preformed many different ways by
many different people but when it all comes down to it there is really only one purpose.

4.2 D-Mart External Design:

As mentioned earlier D-MART is located in the middle of three bustling towns,

namely Mulund, Bhandup, and Nahur. The exterior design of D-MART is very ordinary
and functional at best. It consists of a small complex with trees lining its front entrance.
The building is painted white with D-MART logo clearly visible from the road. The
exterior also houses certain food and refreshment stalls for the shoppers to enjoy
Interior Design
The interiors were predominantly green thus associating it with the colour of their
logo. This also made the store look more spacious and organized. As far as the flooring is
considered the whole store was floored with ceramic tiles. Adequate light was present
focusing on the merchandise as well as for the convenience of the customers. Music was

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pure soft Hindi music which appealed to the target customers. Separate entrance is
present for the physically challenged.
Layout:
Layout is fairly simple and it is kept simple with a view to keep everything that
customer in his eye sight and reach. The whole store has been divided into various
sections according to the categories that are stacked there was found the most used
products i.e. FMCG* were very easy to support and purchase.
ImageSetup:
The image that D-Mart wants to set up is that of a discount store that offers most of
the products with all the major brands. D-Mart is a store offers value for money. The
store puts various offers on products some throughout the year and some periodically.
When a customer enters the gate first thing he notices are the boards that say “Minimum
5% discount on all products”. This itself makes customer think of a good value for
money
TARGET CUSTOMER:

D-mart projecting itself as a discount store targets the middle income group. The
area in which it is located is predominantly middle class residential area. So the location
is such that it is very convenient for its target customers. Also it is a very fast growing
and value conscious segment. In order to attract their attention, D-mart keeps giving
several offers that directly projects greater value to the customer.

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Forum
1 2 3 4
Services
No. % No. % No. % No. %
Food 29 39.18 21 28.36 15 20.27 9 12.16
Clothe 22 29.72 19 25.63 13 17.58 20 27.02
Accesseries 13 17.58 14 19.00 27 36.52 20 27.02
Stationary 10 13.51 20 27.02 19 25.63 25 33.78
Total 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4
Services
No. % No. % No. % No. %
Food 10 21.73 12 26.08 20 43.47 4 8.70
Clothe 12 26.08 8 17.40 12 26.08 14 30.43
Accesseries 15 32.61 13 28.26 9 19.56 9 19.56
Stationary 9 19.56 13 28.26 5 10.87 19 41.30

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Total 46 100 46 100 46 100 46 100

 Service provided by store

No. %

Yes 74 61.67

No 46 38.33

Total 120 100

Fig.4.3

Service provided by store

38.33
Yes
61.67
No

ANALYSIS:
From the survey, from 120 respondents, gave response for satisfied with service provided
by store to Yes is 61.67%, & No is 38.33%.

INTERPRETATION:
We interpret that majority of the customers are satisfied with service provided by store. It
is a threat for Forum & d-mart as some of the attributes of other organized stores facility

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provides more satisfaction to customers. People mostly come to Forum& d-mart as they
get various kinds of products under one roof, It is also clearly known that Forum& d-mart
provided to good quality of the product.

 Services of store

Fig.4.4

Services of store
100%
13.51 10.87
90% 19.56
27.02 25.63 28.26
33.78
80% 19.56 41.3
17.58
70%
19 32.61
60%
36.52 28.26 26.08
29.72 27.02 Stationary
50% 19.56
40% 25.63 Accesseries
26.08 17.4
30% 17.58 Clothe
27.02 30.43
20% 39.18 43.47 Food
28.36 26.08
10% 20.27 21.73
12.16 8.7
0%

ANALYSIS:

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From the survey, from 120 respondents, gave response for purchase, what kind of
service go to the store, to give first rank Forum is 39.18%, & second rank is 28.36%, &
third rank is 20.27%, fourth rank is 12.16% of them Food. Give first rank D-Mart is
21.73%, & second rank is 26.08%, & third rank is 43.47%, & fourth rank is 8.70% of
them Food. Give first rank Forum is 29.72%, & Second rank is 25.63%, & third rank is
17.58%, & Fourth rank is 27.02% of them clothe. Give first rank D-Mart is 26.08%, &
Second rank is 17.40%, & Third rank is 26.08%, & Fourth rank is 30.43% of them
clothe. Give first rank Forum is 17.58%, & Second rank is 19.00%, & Third rank is
36.52%, & Fourth rank is 27.02% of them Accessories. Give First rank D-Mart
is32.61%, & Second rank is28.26%, & Third rank is 19.56%, & Fourth rank is 19.56% of
them Accessories. Give First rank Forum is 13.51%, & Second rank is 27.02%, & Third
rank is 25.63%, & Fourth rank is 33.78% of them Stationary. Give First rank D-Mart is
19.56%, & Second rank is 28.26%, 10.87& Third rank is %, & Fourth rank is 41.30% of
them Stationary.

INTERPRETATION:
Majority of the customers are give First rank food items to Forumand accessories to
D-Mart. From this we interpret that some of the products brand are pre decided in
advance and for some of the products customers don’t at all pre decide any brand. As per
food items are concerned customers pre decide the brand as many branded food items are
available in Forum. The customers pre decides brands on cloths and grocery most as
Forumproduces much of local brands and also have some well known branded products
of clothes with it like flying machine jeans. As per accessories items are concerned
customers pre decide the brand as many branded accessories items like that furniture,
house decoration, etc. are available in D-Mart. The customer’s pre decides brands on
grocery most as D-Mart produces much of local brands and also have some well known
branded products.

4.3 Organizational Structure (Zonal)

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Organization is a set of people working together for accomplishment of a

common objective. The role adn responsibilities are stated clearly without any ambiguity.
The positions occupied by different individuals are presented in the form of resources.
An organization structure consist of activities such as task allocation,
coordination and supervision, which are directed towards the achivement of organization
aims. It ca also be considered as the viewing glass or perspective through which
individuals see their organization and its environment.
An organization can be structure in many different ways, depending on their
objective. The structure of an organization will determine the modes in which it operates
and performs.
Organizational structure allows the expressed allocation of responsibilities for different
entities such as the branch, department, workgroup, and individual. Organization
structure affects organizational action in two big way. First , it provided the foundation
on which standard operating procedures and routines rest. Second, it determines which
individuals get to participate in which decision-making processes.

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Store Structure

The store structure of a retail store will vary by the size and type of the business.
Most tasks involved with operating a retail business will be the same. However, small or
independent retail stores may combine many sectors together under one division, while
larger stores create various divisions for each particular function along with many layers
of management.
For example, the small specialty shop may have all of its employees under one
category called Store Operations. A large department store may have a complete staff
consisting of a manager, assistant manager and sales associates for its Sporting Goods
department, Home and Garden, Bed and Bath, and each additional department.
In order to define the store's organization, start by specifying all tasks that need to be
performed.

Then divide those responsibilities among various individuals or channels. Group and
classify each task into a job with a title and description. The final step is to develop an
Fig.4.6
organizational chart.

4.4 CUSTOMER BUYING DETERMINANTS:

Customer’s satisfaction with a product depends upon how well the product performance
lives up to customer expectation. It is a key influence on future buying behavior.

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Consumers make many buying decisions every day. Most large companies research
Consumers buying decisions in great details to consumer questions about what customer
buy, where customer buy, how and how much they buy, why they buy.

It is very easy to get the answer to first three questions. but finding way they buy is very
difficult because it require studying deep the Consumer behaviour. The model of the
customer buying behavior answer the question affecting buying behavior of the
customers.

Consumers make many buying decisions every day. Most large companies reaserch
consumer buying decision in grat details to answer question about what cinsumer buy,
where they buy, how and ho

They are every where on the T.V. hoarding, posters and print media. Brands while
proclasiming their positive qualities pull down those of their rivals. Intagible assets such
as brands, patents and know now have become incrasingly dominats elements of
company value. Brand are widely recognized as corporate assets but have been
historically evaluated on non financial attributes like awareness, recognition.

 Demographic Analysis- Age

Male Female
Age
No. % No. %

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18-20 24 35.82 21 39.62

21-26 17 25.37 13 24.53
26-30 15 22.39 9 16.98
Above 30 11 16.42 10 18.86
Total 67 100 53 100

Fig.4.7

Age
45
39.62
40 35.82
35
30 25.3724.53
25 22.39
18.86 Male
20 16.98 16.42
Female
15
10
5
0
18-20 21-26 26-30 Above 30

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 35.82% & Female is
39.62% of them 18-20 year., and gave preference Male is 25.37% & Female is 24.53%
of them 21-26 year., and gave preference Male is 22.39% & Female is 16.98% of them
26-30 year., and gave preference Male is 16.42% & Female is 18.86% of them Above 30
year.

INTERPRETATION:

Majority of the Male and Female customers are gave response for 18-20 year, means his
prefer to store and

 OCCUPATION:

Occupation Male Female

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No. % No. %
Student 27 40.29 18 33.96
Employed 18 26.86 23 43.39
Self Employee 22 32.84 12 22.64
Total 67 100 53 100

Fig.4.8

Occupation
50
43.39
45 40.29
40
33.96 32.84
35
30 26.86
25 22.64 Male
20 Female
15
10
5
0
Student Employed Self Employee

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 43.71% & Female is
39.85% of them Student., and gave preference Male is 40.72% & Female is 44.36% of
them Employed., and gave preference Male is 15.57% & Female is 15.79% of them Self
employee.

INTERPRETATION:

Majority of the male customers are give response to Student & Female customer are gave
response to employed. We can also interpret that some boys are like visited to store.
Because some boys are purchase a sport equipment (ball, bats, helmets, hoops, goals,
etc.), & jeans-T-shirt. Majority female are purchase a household items, jewel mart.

 Family Member

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Male Female
Member
No. % No. %
0-2 9 13.43 6 11.32
2-4 33 49.25 19 35.85
4-6 10 14.92 18 33.96
More thane 6 15 22.39 10 18.87
Total 67 100 53 100

Fig.4.9

Family Members
60
49.25
50

40 35.85 33.96
30 Male
22.39
18.87 Female
20 13.43 14.92
11.32
10

0
00--02 02--04 04--06 More thane 6

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 13.43% & Female is
11.32% of them 0-2 member, and gave preference Male is 49.25% & Female is 35.85%
of them 2-4 member, and gave preference Male is 14.92% & Female is 33.96% of them
4-6 member, and gave preference Male 22.39% & Female 18.87% of them More than 6
member.
INTERPRETATION:
Majority of the male & female customers are given response for 2-4 family member. We
can also interpret that mostly customer are not visited a store in more thane 6 family
member.

 Visit a store.
Time No. %

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Daily 16 13.33
Weekly 48 40.00
Monthly 53 44.17
Yearly 3 2.5
Total 120 100
Fig.4.10

Visit a Store

2.5 13.33
Daily
44.17
Weekly
40 Monthly
Yearly

ANALYSIS:
From the survey, from 120 respondents, gave response Daily is 13.33% & Weekly is
40.00 & Monthly is 44.17% and Yearly 2.5%.

INTRPRETATION:
Majority of the customers are give preference to store visited monthly. We can also
interpret that some of the customer vis-ited weekly and monthly basis for purchase their
requirements.
 Expense shopping.
Amount No. %
Below 1000 22 18.33
1000-2000 27 22.5
2000-5000 46 38.33
More thane 5000 25 20.83
Total 120 100
Fig.4.11

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No. %

ANALYSIS:
From the survey, from 120 respondents, gave response for monthly expense while
shopping to Below Rs.1000 is 18.33% & Rs.1000-2000 is 22.5% & Rs.2000-5000 is
38.33% and more thane Rs.5000 is 20.83%.
INTERPRETATION:
We interpret that most of the customers purchase goods in bulk which leads them to
spend a lot. Volume sales are high in store. Customers tend to purchase more goods from
store as it provides goods at a discounted rate. Probably those persons who spend more in
a visit to store are purchasing on a monthly basis. Those customers who are spending
very less money that is below Rs 1000 are mostly coming in just to move around store
and spend time. In the process they used to spend money on food items and also purchase
some products while roaming in it. Impulse buying behavior of customers comes in to
play to a large extent. More discounts shall be provided to people who does bulk
purchase. This will encourage people to purchase more products.





 Section of the store like the most.

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Food 41 34.17
House hold 29 24.16 Fig.4.12
Kids 33 27.5
Jewel mart 17 14.17
Total 120 100

ANALYSIS:
From the survey, from 120 respondents, gave response for which section like of the
store to 34.17% of them Food, & 24.16% of them House Hold, & 27.5% of them kids, &
14.17% of them Jewel mart.
INTERPRETATION:
Majority of the customers are give response for food items section of the store like
the most. We are also interpret that some of the products brand are pre decided in
advance and for some of the products customers don’t at all pre decide any brand. As per
food items are concerned customers pre decide the brand as many branded products are
available in the store. And some people are don’t like purchase jewel mart from the store.

 Gender

Gender No. %

MALE 66 55

FEMALE 54 45

Fig.4.13
Reason for coming to the store

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Value for
26.33% money
38.33%
Discount
35.33%
Saving of
time

Discount

32% 29%
Wide product
39% range available

Brand
consciousness

Discount
24.67% 34.00%
Saving of time
41.33%
Brand
consciousness

INTERPRETATION:
Majority of the customers are gave response for saving to the time is the most reason for
coming to the store. We can also interpret that availability of product save the time of
customer. Customer get all the product like food, cloths, stationary are available in store.

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So whatever they want to purchase they get in store and not going to different shop which
are located in different places.
Fig.4.14

Reason it's an Big-Bazaar

Wide range of
52% 48%
products
Varieties of
differnt brand

INTREPRETATION:
Majority of the customers are give response for why Forumcalled Forum? we are
also interpret that Forum is offer the widest range of product with the varieties of
different brand.
Forumwins its first award and national recognition. Forumand Food Bazaar awarded
the country’s most admired retailer award in value retailing and food retailing segment at
the India Retail Forum

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CHAPTER 5
FINDINGS, SUGGESTION, & CONCLUSIONS

 Most of the customers buy their requirement in Forum& d-mart on the basis of
Weekly and monthly basis. Customers realized that Forum& d- mart stores provide
qualitative products/service with reasonable price.
 At present time Forum& d-mart provide different types of product assortments to
the customers.
 Forum& d-mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with all
the specialty stores of different products which provide goods at a discounted rate all
through the year.
 Forum and d-mart mainly deal with middle income group people who want
qualitative product with reasonable cost.
 There are more than 50 Forums in different cities of India, it seems that
there is a vast growth of Forum lying as customers demand is increasing for Forums.
 the customers are give response for most powerful advertisement is Forum. We
can also interpret that the Forum comparison is more powerful people attract with
advertisement like T.V., Hoarding, news paper, is most of the part of purchasing by
advertisement.

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SUGGESTIONS

 Forum and d-mart should provide large parking space for its customers so that
they can easily park their vehicles.
 The infrastructure is needed to be changed a bit during weekends as heavy crowd
comes in to Forum and d-mart during those days.
 Forum and d-mart should include more of branded products its product category
so as to attract the brand choosy people to come in to Forum.
 Forum should keep offers in regular intervals so that there should not be a long
term gap, because offer is the most influencing factor which is responsible for customer
purchase decision
 they also concentrate on TV advertisement they should show ads and promotional
offers in a regular interval in languages like Hindi English.
 Hoarding should be placed uncovered area.

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LIMITATIONS:

 This research is conducted on a sample size, so it might be possible that the

information given by such respondents may not match with the replay of total customer
available in the store that time.

 The study was restricted to only the customers of FORUM& D-Mart.

 The time constrain was a limiting factor, as more time was required to carry out
study on other aspects of the topic.

 The result and analysis based on the customer survey method and small sample
size has taken only 120.

 Findings are related to particular areas

 It might be possible that the answers given by the respondents are of biasness

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CONCLUSION

Forum& D-Mart are a major shopping complex for today’s customers. It is a place
where customers find variety of products at a reasonable price. Forum& D-Mart has a
good reputation of itself in the market. It has positioned itself in the market as a
discounted store. It holds a huge customer base. The majority of customers belong to
middle class family. The youth generation also likes shopping and moving around
Forum& D-Mart. Volume sales always take place in Forum& D-Mart. Impulse buying
behavior of customers comes in to play most of the times in Forum& D-Mart.

Forum& D-Mart is a hypermarket as it provides various kinds of goods like apparels,

grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with all
the specialty stores of different products which provide goods at a discounted rate all
through out the year. It holds a large customer base and it seemed from the study that the
customers are quite satisfied with Forum& D-Mart. As of now there are 34 Forum& D-
Marts in different cities of India, it seems that there is a vast growth of Forum& D-Mart
lying as customers demand; increasing for Forum& D-Marts. It has emerged as a hub of
shopping specially for middle class people.

Different types of products starting from a baby food to pizzas wide range is
available under one roof. In Delhi it is the middle class people who mostly do marketing
from Forum& D-Mart. Even most of the people do their monthly shopping from Forum&
D-Mart. People not only visit Forum& D-Mart to do shopping but also visit for outing
purpose as it provides a very nice ambience to its customers. As people go to malls they
just tend to move around Forum& D-Mart whether it is for shopping purpose or for
outing purpose. Grocery, apparels and food items are the products which are demanded
most by the customers of Ahmedabad in Forum& D-Mart. The major drawback of
Forum& D-Mart is that it lacks in providing enough parking space for their customers.
This may discourage the customers to come to Forum& D-Mart and shop as they face
difficulty in parking their vehicles. Even though some customers say that they don’t feel
problem in parking their vehicle, it is because of the parking space available to them by

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the mall. As it is surveyed it seems that the biggest competitors of Forum& D-Mart are
the kirana stores, discounted specialty stores like Vishal mega mart, The Tata Groups
(Croma), Reliance Retail, & Sabka Bazaar etc.

BIBLIOGRAPHY

Reference Books

Books name Author/publication

Kotler, Phillip. Armstrong, PHI pub.
MARKETING MANAGEMENT
:Delhi, ed. 9th.(pp.218 -224,335-
AND BUSINESS BUYER
353,411-413,559-561,)
BEHAVIOR.

Websites

 http://www.forum.co.in
 http://www.pantaloonretail.in/businesses/Forum.html
 http://www.scribd.com/doc/41556853/Bigbazaar-4p-Mix
 http://en.wikipedia.org/wiki/Marketing_management
 http://www.pantaloonretail.in
 http://dmartindia.com/home.html

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ANNEXURES

TOPIC – “A Study on role of promotional mix strategy and buying decision making
of customer at shopping mall of Forum and D-Mart”

(This Questionnaire is for the academic research purpose only, the data collected
will be kept confidential)

PERSONAL DETAILS

1) NAME:
_________________________________________________________________

2) GENDER:
Male Female

3) Age.
a) 18-20 b) 21-26
c) 26-30 d) 30 and above

4) OCCUPATION:
a) Student
b) Employed
c) Self employed
d) Others________________
5) How many members are in your family?
a) 0-2 b) 2-4
c) 4-6 d) More than 6

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QUESTIONS
1) Which store first comes to your mind when you think of purchasing a product?
a) Forum b) D-mart
c) Both* d) None
*Kindly tick out/rank both columns from question 5 to 9.
2) How frequently do you visit a store?
a) Daily b) Weekly
c) Monthly d) Yearly
3) Which store’s advertisement is more powerful?
a) Forum b) D-mart
4) How much do you spend as monthly expense while shopping?
a) Below 1000 b) 1000-2000
c) 2000-5000 d) More than 5000
5) Which offer do you like the most? {Please give
rank}
Forum D-Mart
a) Buy-1 get-1 free [ ] a) Buy-1 get-1 free [ ]
b) Gift voucher [ ] b) Gift voucher [ ]
c) Future card(5% Discount) [ ] c) Future card(5% Discount) [ ]
d) Other_____________________________ d) Other_____________________________

6) To purchase, what kind of services you go to the store? {Please give rank}
Forum D-Mart
a) Food [ ] a) Food [ ]
b) Clothe [ ] b) Clothe [ ]
c) Accessories [ ] c) Accessories [ ]
d) Stationary [ ] d) Stationary [ ]
e) Other_____________________ e) Other_____________________

7) Rank the factor that attracted Please choose from below the factor which attracted you
most while purchasing. {give rank}

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Forum D-Mart
a) Offer [ ] a) Offer [ ]
b) Service [ ] b) Service [ ]
c) Quality [ ] c) Quality [ ]
d) Availability of products [ ] d) Availability of products [ ]
e) Other_____________________ e) Other_____________________
8) From which source did you come to know about outlet? {Please tick
out}

Forum D-Mart
a) T. V. [ ] a) T. V. [ ]
b) Hoardings [ ] b) Hoardings [ ]
c) Bus paintings [ ] c) Bus paintings [ ]
d) News paper [ ] d) News paper [ ]
e) Other_____________________ e) Other_____________________

9) How would you choose the product from the store? {Please give rank}
Forum D-Mart
a) Advertisement [ ] a) Advertisement [ ]
b) Reference [ ] b) Reference [ ]
c) Experience [ ] c) Experience [ ]
d) Quality [ ] d) Quality [ ]
e) Quantity [ ] e) Quantity [ ]
f) Service [ ] f) Service [ ]

10) Main reason for coming to the store? {Give only first 5
rank}
a) Value for money
b) Discount
c) Saving of time
d) Wide product range available
e) Brand consciousness
f) Other_______________________

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11) The advertisement effect your shopping behaviour?

a) Yes b) No

12) Are you agree with the tagline of Forum?

a) Yes b) No
13) Are you agree with the tagline of D-Mart ‘Daily Discounts, Daily Savings…!’?
a) Yes b) No
14) Why Forumcalled Forum?
a) Widest range of products
b) Varieties of different brand
c) Other_______________________

15) Which section of the D-Mart store do you like the most?
a) Food Mart b) b)Household
c) Kids d) Jewel mart
16) How much distance do you have the store?
a) 0-5 km b) 5-10 km
c) 10-15 km d) More than 15 km
17) Are you aware of promotional activities conducted by store?
a) Yes b) b) No
18) Are you happy with the location of store?
a) Yes b) No
19) Do your purchase pattern changes, looking at the promotions?
a) Yes if yes, _______________
b) No
20) Would you like to make your purchase under unexpected offers?
a) Yes b) No
21) Are you satisfied with service provided by store?
a) Yes b) No
22) Are you happy with the parking facility provided?
a) Yes b) No
23) Any valuable suggestion?

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