Bijnor Report

8/9/2019 Bijnor Report

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A PROJECT REPORT ON

Khushali Bazaar

(Triveni Group)Consumer perception towards rural mall in

the region of Bijnaur

SUBMITTED TO

MR SHAILESH GUPTASIR

FACULTY, IPM MEERUT

INSTITUTE OF PRODUCTIVITY & MANAGEMENT

MEERUT


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ACKNOWLEDGEMENT

We would like to give my sincere regards to Mr. Shailesh Gupta Sir for

giving us the permission for undertaking the project and guiding us to

complete this project within a stated time period. We would alsoprofoundly thank to all my respondents who very patiently responded and

provided us with all the necessary information without which completion

of this project was quiet impossible and a special thank to Mr Anup Kr.

Athaya(Branch Manager) Mo. 9897040628 for providing me a fruitful

information.

We are also very grateful to Our Director sir Respected Mr Asit Mohan

who managed the basic requirement needed to complete the research

project. We are also very thankful to Respected Mr Majumdar sir who

assisted us during carrying the research project.

Bijnaur Group

(PGDM SEM 2)

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PREFACE

Practical aspect gives more knowledge and experience than the theory and

no learning can be completed without practical aspect.

This project is one of the most important parts of our curriculum for

management students, its basic idea is to strengthen the students concept

through practical training and make them equipped with recent

development in the changing trends of market.

In the days when it was business as usual, companies could succeed by

their new product with concept and supported by hard selling and good

advertisement and consider that consumer exhibit varying diverse

requirements for product/service combinations and prices consider that

they have high and rising expectations of quality and service. In the face

of their vast choices, customers will gravitate to the offerings that best

meet their individual needs and expectations. They will buy on the basis of

their perception value as well as the post purchase services of the product.

Bijnor Group

(PGDM SEM 2)

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TABLE OF CONTENT

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EXECUTIVE SUMMARY

The Indian rural market with its vast size anddemand base offers great opportunities to

marketers. Two-thirds of countries consumerslive in rural areas and almost half of thenational income is generated here.

This report contains a study on consumerbehavior in rural market. The research isconducted in Khushali Bazar, Bijnaur district inU.P . Which is a strategic business unit of

Triveni Engineering and Industries Ltd.

Although the rural market does offer a vastuntapped potential, it also recognized that it isnot that easy to operate in rural marketbecause of several problems.

Rural marketing is thus a time consuming affair

and requires considerable investments in termsof evolving appropriate strategies with a viewto tackle the problems.

The more daring Rural marketers are meetingthe consequent challenges of availability,affordability, acceptability and awareness(the so-called 4 As).

They are focusing to give latest products atthe best prices and quality to the customers ofsemi-urban and rural region. We thrive tobridge the gap between big cities and small

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towns by reducing the dependency on thecities for our customers immediate needs andthereby empowering semi urban and ruralIndia with wider choice.

COMPANY PROFILE

Khushali Bazaar, SBU of Triveni Engineering and Industries Ltd.

operates retail formats in both rural and semi urban Indian, withstores mainly concentrated in the UP and Uttarakhand. Headquartered

in Noida (Uttar Pradesh), the company operates over 1.25 lac square

feet of retail space, has over 42 stores across 25 towns in India andemploys over 300 dedicated staff. It is a SBU of Triveni Engineering

and Industries Ltd.Their main focus is on providing various solutions towards the farm

needs, daily consumer requirements, lifestyle purchases and financial

advisory solutions at the doorsteps of the farmers and semi urbanhousehold customers.

The business of Khushali Bazaar has been divided into threeverticals namely:

Agri Products and ServicesSeeds, fertilizers, Plant Protection Chemicals, Animal Feed &

Nutrients, Building Materials, Farm Machinery and Equipment.

Socio- Economic Activities, Soil & Water Testing Facilities, FarmAdvisory Services & Credit to farmers (KCC).

Consumer Products and DurablesFMCG, Groceries, Consumer Durables, Imitation Jewellery,

Apparel, Colour Cosmetics, Toys, Crockery, Kitchen Appliances,

Electrical Items, Home Furnishing, Stationery, etc.

Financial Services

Triveni Retail Ventures Limited has partnerships with RelianceMoney & Max New York Life Insurance Co. to provide Life

Insurance, General Insurance, Mutual funds, Co. F.D.'s, Dematfacilities to mention a few.

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Corporate Social Responsibility

Farmer educational and infrastructure initiatives

Triveni Engineering contributes to the development of ruralcommunities by making the farmers self-reliant and financially

independent through cane plantations.

The Company also took the following initiatives during the year:

Conducted seven Kisan Goshthis, an agricultural and yield

enhancement programme across its sugar units during the yearwith the support of qualified agronomists.

Convened more than 150 village meetings at each plant toeducate farmers about cane management practices.

Arranged crop protection programmes to spread awareness and

treatment for pest, Insecticides and mechanical roughing relatedissues.

Introduced innovative schemes like irrigation subsidy schemessuch as boring expenses, pump set expenses etc. during the

year.

Education Initiatives

Conducted seven Kisan Goshthis, an agricultural and yield

enhancement programme across its sugar units during the year

with the support of qualified agronomists.

Operates schools in Khatauli, Deoband and Ramkola sugar unitsat nominal fee.

Triveni Engineering's Banglore and Mysore units have adopted

certain schools and are contributing to the upliftment of theeducational aids and faculty expenses.

Health and sanitation initiatives

De-silting of drains done by Khatauli and other sugar factories.

Promoting tree plantation as an annual event across its sugarfactories.

Sugar factories at Khatauli, Deoband and Ramkola run charitabledispensary for the villagers.

Continued provision of financial support to Tirath Ram Shah

Charitable Hospital, one of Delhi's oldest hospitals with modernamenities for health care. This hospital provides health services

to the pocrer sections of the society in the form of freetreatment, beds, medicines etc.

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The distillery business group also contributes in the communitydevelopment by providing support to local school, building

culvert, installation of hand pumps and also helped inenvironmental hygiene.

Objective

To study the consumer perception regarding rural mall

To study the dearness of product in comparison of rural retailer

To study the average footfall ratio.

To study the purpose of visit of rural consumer to rural mall.

To study the relevancy of information, rural consumer get frommall.

To study the role entertainment play to draw the rural consumerto rural mall.

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Methodology

Market research is about the systematic gathering recording and

analyzing of data about problem related to marketing of goods and

services.

Marketing research should be an integral part of the marketingdepartment under the marketing concept it is an essential and

practical tool for obtaining the facts necessary to formulate marketingplans and to test marketing department. It is not only a research, but

a learning process through which we learn how a company positions its

brand in the mind of customers.

The seven steps in research project:-

The seven major steps may be placed in three groups as follows first

three is initiating or planning of a study, which comprises the first foursteps in our determining.

First

1. What the problem is

2. What data are needed?3. How to obtain those data

4. from whom

Second5. The gathering and processing of data

Third6. The interpretation of data

7. Presentation of data

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The scope and importance of the research function may considerablyvary firm to firm. However marketing research offers many

advantages in terms of improving planning and positioning theirproduct in different location.

Research design

The preparation of the design of the research project is known asresearch design, i.e., decision regarding what, where, when, how

much, by what means concerning a research study. It constitutes theblue print for the collection, measurement and analysis of the data.

Research designs have the following:-

The sampling design.The observational design.

The statistical design.

The operational design.

SOURCE OF DATA

The method of collecting data comprises of the two ways they areas

follows:

Primary Data

Secondary Data

Primary Data

For the project We have used the PRIMARY DATA which was collected

through the use of INTERVIEW AND OBSERVATION.

Secondary data

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The SECONDARY DATA was also, collected through

(a) Internet

(b) Magazines

(c) Management Books

RESEARCH APPROACHES:-

Primary data are collected through

OBSERVATIONS.INTERVIEW.

RESEARCH INSTRUMENTS:-

In market research the most suitable instrument of collecting data is

questionnaire (close ended and open ended) and personal interview.Close ended questionnaire specifies all the possible

answers and facilitates a respondent to make a choice between them.

In open ended questionnaire respondents are free to give their own

opinion

SAMPLING PLAN

SAMPLE PROCEDURES:-

To obtain a representative sample I have used conveniencesampling underobservational design and sampling design.

CONTACT METHOD:-

For collecting the required data for the fulfillments of the objectives of

my project, we have used Observation and Interview method.

GATHERING METHOD:-

When all the tasks of research plans are designed, its time to implants

the tasks. We have collected the data with the selected research

instruments in the chosen areas of research.

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ANALYSIS OF INFORMATIONS:-

After gathering the information we have analyzed it and havepresented the findings in both tabular as well as in graphical form.

REPORT PRESENTATION:-

After the all above procedures being completed, we have presented

this report that has all the analysis and findings related to the

objective of the project.

Data Analysis and Interpretation

1) % of Rural and Urban consumer visit to Khushali Bazar.

30%

70%

Rural Consumer

Semi Urban

consumer

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70% consumer are from Semi Urban area and 30% consumer are fromRural area who visit to this Rural Mall.

Age Group (Foot falls)

Age Group(Foot falls)

7%

10%

25%

50%

8%

5 to 15

15 to 25

25 to 35

35 to 45

45 and above

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Interpretation:- The maximum footfall comes under the age group of35 to 45 years.

Product Availability

Product Availabilit

Agri based

products

20%

Consume

Products70%

Financial

Services

10% Agri based

products

Consumer

Products

Financial Service

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Interpretation :- The Main focus of the rural mall is to cater theconsumer product including household kitchen, grocery, cloths, and

fashion items. The other major part of the product is agriculture based

product like seeds, fertilizers, insecticides etc

Promotion Strategy

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Promotion Strategy

Door to door

Campaign

25%

News paper

6%

Ricksaw

campaign

20%

Hoarding

4%

Field Staff45%

Door to door

Campaign

News paper

Ricksaw campaign

Hoarding

Field Staff

Interpretation:- For promotion they are using field staff in a major

way along with door to door campaign and ricksaw campaign

Views about the Price of the Product

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Views about the Price of the Product

Very

Expensive,

6%

Expensive,

4%Moderate,

10%

Don't Know,

5%Very Expensive

Expensive

Moderate

Don't Know

Interpretation:- As far observation we found 20 rural people 6% of thepeople said that rural mall is very expensive. 10% of the people said

that the price of products in rural mall are of moderate in nature. 5%

people said that they not aware of price regarding product of ruralmall.

Rural peoples view about Khushali Bazar

We visited the Triveni groups Khushali Bazar located at Bijnaur as a

rural mall but when we went their and talk to manager of this mall then we

knew that this was established as a rural mall in 2007 but due to demand of

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that particular area it was converted in to semi urban mall at this time. We

talked to 20 people who came their and we also talked to 30 nearer rural

people and we have learned their many things.

Many people come their regularly and they purchase personal care product

and home care product also. Those factors are influenced to the people tothis mall:-

1. All the necessary things which are mostly used in home available in one

roof.

2. Their services regarding to the customers are very good they give very

fast service.

3. Cleanliness of the mall is more attract the people.

4. Offers are given by mall attract people. They give many offers like:-

Towels 99Rs per Kg.

Holis offers 2kg sugar free on 1000Rs shopping

5. People also attract by some other offers which are given by mall like pen

free with Horlicks, one cup free with 200gm Coffee etc.

6. People are also attracted by the quality which is kept in mall.

7. Some people to go there to maintain their society and status.

8. Availability of product is good in this mall they kept branded as well as

none branded product also.

9. Rate of all product is genuine and cheaper than others market due to this

many people are attracted by mall.

Generally rural people do not go their in spite of many things

are available related to the agriculture like seeds, fertilizers, patricides etc

because they have own perception to mall. After talking many nearer rural

people we find some interesting and knowledgeable view:-

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1. Many of the people purchase things their own reliable shop. They believe

on them more in comparison to mall.

2. Rural people buy on credit basis so they want to go on their well known

shop.

3. Many people believe that rate of mall is very high in the comparison togeneral shop.

4. Rural people have general faith that malls are made for higher class.

5. Rural people generally feel very shy in to go mall.

Findings Store manager: - Mr. Anup Kumar Athaya

Store: - Khushali Bazaar, Bijnor

Parent Company: - Triveni Retail Venture Retail Ltd

Scope of the Company: - Agri Business Division

No. of Hub: - 42

Area: - UP and Uttranchal

Head Quarter: - Noida

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Promotion Strategy:-

Door to Door Campaign

News Paper

Rickshaw Campaign

Hoardings

Field Staff

BRAND AWARENESS Cost and Quality

Only Quality Product

Market purchasing decision

Storage of FMCG Products

Hodge Amount of competition from Local Market

Agri products

Seasonal Products

Fertilizers Sales Keeping Unit Sales Volume based items

Targeted Area:-

Radius Area: - 5 kms

Coverage village: - 20 villages

Sales Promotion Strategies:-DiscountsFree ItemsFestivals Discounts

Extra Commodities

Limitations

Although we have given our 100 percent for doing this project.But still are certain limitations while doing the research work.Some of the limitations are as follows.

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1. One of the biggest limitations with this project work is thetime factor. Since we have got only 1 days for doing thisresearch, therefore we think it is a very less time for doingthis project work. Time is very much limited and as a resultwe are restricted with the time boundation.

2. Also due to the limited time period, we where not able tocover more part of rural area of pertinent information.

3. Also the research work is infested by the exaggeration ofsome of the respondents.

4. In some questions, the respondent does not gives usanswer and just says that I am not permitted to sayanything concerning this.

5. Also a great limitation is that we have only one place to doour research. Since we are not having any kind ofinformation from other sources, thats why the analysis isslight biased.

6. One more problem with our research is that, the concerningperson is not having sufficient time and he wound up theinteraction session in the middle.

Conclusion

From our survey and research we found that the rural mall the

Khushali bazaar establish with the aim of rural population but because

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of competitions and some paradam shift it changed the segment andturn into semi urban and rural segment both

The concept " retail initiative" was started with an objective of

improving the farmer relations with our sugar factories and curbexploitation and adulteration by middleman in the catchments area of

the sugar plants. The motto of TKB was " Empowering semi-urban &rural India with a wider choice".

The mission is to give latest product to the best price and quality tothe customers of semi-urban and rural region. The company thrive the

bridge the gap between big cities and small towns by reducing the

dependency on the cities for our customers immediate needs andthereby empowering semi urban and rural India with wider choice

mainly by the following the concept of 4 As Awareness

Affordability

Availability Accessibility

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BIBLIOGRAPHY:

The following books and sites helped us to complete the project

successfully.

Research Methodology C.R.Kothari

The Rural Marketing Pradeep Kashyap & Siddhartha Raut

Web site of Triveni Group.

Business Standard

Economic Times

Times of India

www.google.com

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http://www.google.com/http://www.google.com/


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Limitations

Although we have given our 100 percent for doing this project.But still are certain limitations while doing the research work.Some of the limitations are as follows.

7. One of the biggest limitations with this project work is thetime factor. Since we have got only 1 days for doing thisresearch, therefore we think it is a very less time for doingthis project work. Time is very much limited and as a resultwe are restricted with the time boundation.

8. Also due to the limited time period, we cannot able to

cover more area. Thats why we were also restricted withthe area also.

9. Also the research work is infested by the exaggeration ofsome of the respondents.

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10. In some questions, the respondent does not gives usanswer and just says that I am not permitted to sayanything concerning this.

11. Also a great limitation is that we have only one placeto do our research. Since we are not having any kind of

information from other sources, thats why the analysis isslight biased.

12. One more problem with our research is that, theconcerning person is not having sufficient time and hewound up the interaction session in the middle.

Bijnor Report

Documents

Transcript of Bijnor Report