A study on Customer Satisfaction at Spencers

A Minor Project Report Submitted in Partial fulfillment of the award of the degree Bachelor of Business Management

Submitted By Aakash Shaw ROLL NO. 1214111101

Under the Guidance of

Dr. MANJU JOSE

GITAM INSTITUTE OF MANAGEMENT GITAM UNIVERSITY, VISAKHAPATNAM

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ACKNOWLEDGEMENT

I like to express my profound gratitude to Prof. K. Siva Rama Krishna, Dean & Principal, GIM, GITAM UNIVERSITY for giving me the opportunity to do this project work I extend my heartfelt thanks to Prof. P. Sheela, Vice Principal GIM, GITAM University who has been a staunch pillar of support to do our project. I take this opportunity to acknowledge my sincere thanks to Dr. Manjusree Naidu Programme Coordinator of BBM whose cooperation and valuable guidance helped me to enhance my knowledge in completing my project report. With my immense pleasure I would like to express my sincere thanks to my project guide Dr. MANJU JOSE for giving me this opportunity to successfully complete my project work. I express my deep sense of gratitude to the management of Spencers for giving me this opportunity to study in their esteemed organization I would humbly thank the representatives and employees of and all those individuals who made this study making it a success, giving their support directly and indirectly.

Aakash Shaw ROLL NO. 1214111101

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DECLARATION

I hereby declare that the project work titled CUSTOMER SATISFACTION AT SPENCERS submitted by me under the guidance of Dr.Manju Jose, it is the work done by me and has not been submitted to any other University or Institution for the award of any certificate or degree or diploma.

Aakash Shaw ROLL NO. 1214111101

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CERTIFICATE

This is to certify that the Project report titled A STUDY ON CUSTOMER SATISFACTION at SPENCERS submitted by Aakash shaw in the partial fulfillment for the award of the degree Integrated Master of Business Administration to GITAM INSTITUTE OF MANAGEMENT, GITAM UNIVERSITY. It is bona-fide work carried out by him under my guidance and supervision.

Date: Visakhapatnam

Dr. Manju Jose

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TABLE OF CONTENTS

Chapter Number

Chapter Name

Page No.

Chapter 1 Chapter 2

Executive Summary Conceptual Framework Objectives Of The Study

5 7

Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7

Research Methodology Company Profile Data Analysis And Interpretation Findings And Suggestions Conclusion

10 14 20 30 33

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Executive Summary

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Executive Summary
Retailing is emerging as a sunrise industry in India and is presently largest employer after agriculture. Some economists say that Retailing is one of the pillars of the economy in India, and some say it is gold mine of Indian economy. Retailing in its present form started in the latter half of 20th century in USA and Europe. Retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate in the country and only 5% of them being larger than 500 sq ft (46 m) in size. Organized retailing in India is projected to grow at the rate of 25-30% p.a., is estimated to grow from the US $ 330 billion in 2007 to US $ 427 billion by 2010 and US $ 637 billion by 2015. Indian Retail Sector is growing very fast with so many new players are coming in this growing organized sector and trying to attract customers by giving attractive offers and offering competitive prices etc. Spencers Retail Ltd is Indias leading retailer that operates in multiple formats. The company operates over 6 million square feet of retail space, has over 350 square feet of retail stores across 60 cities in India and employs over 4500 people. Most of the customers complained regarding customer service, variety of product with deep assortment, store image, arrangement of products, pricing, product knowledge of employee, quality of products, parking space, product updating with reference to Spencers Daily. Company can enhance its business or increase its sales by doing these things; provide better customer service than its competitors, increase the variety of merchandise with deep assortment; arrangement of product should be in proper way that creates good store image. Company should also include apparels segment in the store, should advertise through pamphlets about various offers, provide parking space and employ knowledgeable sales staff. This study helped me a lot for analyzing the market, understanding retail business and how to respond in critical situations. Findings and suggestions/recommendation of this report might be helpful for the company to improve its performance and business.

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CONCEPTUAL FRAMEWORK

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Introduction
The word retail has its origin in French word retailer and means to cut a piece off or to break bulk. The term Retailing is defined as All activities involved in selling goods and services directly to final consumers for their personal and non-business use. In simple terms, it implies a first-hand transaction with customer. Retailing involves a direct interface with the customer and the coordination of business activities from end to end right, from the concept or design stage of a product or offering, to its delivery and post delivery service to the customer. The industry has contributed to the fastest changing and dynamic industries in the world today.

Retailing, it is an emerging trend in the India and Hyderabad is not far behind which is also witnessing the stupendous growth and opportunities presented by this sector. Many institutionsManufacturing, Wholesalers and retailers do retailing, but most retailing is done by Retailers. A business wholesales come from primarily from retailing. It is a proven fact that in India the retail industry has become the 2nd largest employer after agriculture. Indian retail sector is in boom period and many reasons are contributing to it.

The retail scenario in India is unique. Much of it is in the unorganized sector, with over 12 million retail outlets of various sizes and formats. Almost 95% of these retail outlets are less than 500 sq. ft. In size, the per capita retail space in India being 2 sq. ft. compared to the US figure of 16 sq. ft. Thus Indias per capita retailing space is the lowest in the world. With more than 9 outlets per 1000 people, India has the largest number of outlets in the world. Most of them are independent and contribute as much as 95% to the total retail sales. Because of the increasing number of nuclear family, working women, greater work pressure and increased commuting time, convenience has become a priority.

The growth and development of organized retailing in India is driven by two main factors lower price and benefits the consumers cant resist. According to experts, economies of scale drive down the cost of supply chain, allowing retailers to offers more benefits offered to the customers. Globally, retailing is customer-centric with an emphasis on innovation in products, process and services. In short, the customer is the king.

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The Indian retail market is the 5th largest retail destination globally. It is estimated to grow from the US $ 637 billion by 2015. In Visakhapatnam, Spencers Retail came up as the organized retail outlet in the form of a Hypermarket in the year 2004, with its inception in Visakhapatnam, shopping got an altogether new meaning in Vizag. Some of the striking features of Spencers Retail a big and different formats having nice store image, along with soothing music and luring visual display of the products with self-selection facility magnetizing customers to choose from a wide assortment and variety of the products priced with entrancing discounts and fabulous offers. The emergence of organized retailing has led to competition which has resulted to the demographics & psychographic changes in the life of urban consumers. The life style and purchasing power of the middle class & upper class segment have fuelled the growth of organized retailing to intense competition among the big players. Spencers Retail is facing big intense competition from organized retail outlets like Big Bazaar, More, Reliance fresh, etc, to name a few, and from unorganized retailers like Kirana shops, Garment shops etc. Competition in retail sector has become extremely keen. Many new players coming in the retail market has increased the degree of competition by adopting 5 Ps (i.e. place, product, price, promotion and people) for successful retailing. While some of the exiting retailers survived, others failed to do so.

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Objectives of the Study

To study about the perception of customers with reference to availability of products and services in Spencers. To study about customer preferences and frequency of shopping. To know the target customers of Spencers Retail/hypermarket at Civil Lines. To understand the customers expectation from retail service provider.

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Research Methodology

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Research Methodology

The study is relied on primary as well as secondary data.

Primary Data: With help of questionnaires (100 samples) Secondary Data:

Spencers Brochure Internet Newspaper Journals

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RETAIL SECTOR AND ITS SCOPE IN INDIA

Retail Sector and its scope in India Structure of Indian Retail Sector The retail industry continued in India in the form of Kirana stores till 1980. Soon, following the modernization of the retail sector in India, many companies started pouring in the retail industry in India like Bombay Dyeing, Grasim etc. From that time the retail sector in India can be widely split into the organized and the unorganized sector. Organized Retail Sector after 50 years of unorganized retailing and fragmented Kirana stores, the Indian retail industry has finally begun to move towards modernization, systematization and consolidation. Today, modernization is the catch phrase and the key to understanding retail in the next decade. There has been a boom in retail trade in India owing to a gradual increase in the disposable incomes of the middle class households, as a result of good performance of IT, Service and Infrastructure sectors. More and more players are entering the retail business in India to introduce new formats like malls, supermarkets, discount stores, department stores and even changing the traditional looks of bookstores, chemist shops, and furnishing stores. Organized retail formats prevalent globally: Malls Supermarkets Hypermarkets Discount Stores Department Stores Specialty Stores Internet Retailing Convenience Stores

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Unorganized Retail Sector:

The unorganized retail sector basically includes the local Kirana stores, hand cart, the vendors on the pavement (sidewalk) etc. This sector constitutes about 95% of the total retail trade. As 70% of the employment is generated in Agriculture sector, hence this form of retailing is widely seen in those areas and of course to some parts of the urban. There is a lot of hue and cry in the sector for opening of sector for direct investment from the foreign players, but government cannot neglect the interests of small players. One of main reason of not opening this sector to FDI is it may shrink the employment in the unorganized sector and expand that in the organized. Current Scenario of Indian Retail Sector: The Indian retail market, which is the fifth largest retail destination globally, has been ranked the 2nd most attractive emerging market for investment after Vietnam in the retail sector by AT Kearneys seventh annual Global Retail Development Index (GDRI), in 2008. The share of retail trade in the countrys gross domestic product (GDP) was between 8-10% in 2007. It is currently 12%, and is likely to reach 22% by 2010. Indian retail on the fast-track : Retail contributes to 10 per cent of Indias Gross Domestic Product and provides employment to 8 per cent of Indias working population. Higher disposable incomes, easy availability of credit and high exposure to media and brands has considerably increased the average propensity to consume over the years. The contribution of retail sector to GDP has been manifested below: Country India U.S.A China Brazil Retail sectors share in GDP (in %) 10 20 8 6

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In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually. The branded food industry is trying to enter the India retail industry and convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists of nonbranded items. Companies like Spencers, Shoppers Stop, Trent, Reliance, Lifestyle, Pantaloons Tanishq, Crossroads, Vishal and More already have planned to invest over Rs 5,000cr. Trends is on the edge to take both its brands 'Star India Bazaar' and 'Westside' to new cities, meanwhile Shoppers' Stop has recently geared up for expansion of present ones and to add 11 new stores including two hypermarkets. Pantaloon has planned to add eight 'Big Bazaar' malls within the next 6 to 8 months and also Spencer has geared up for opening 15 hypermarkets in near future. Major Indian Retailers: RPG Retail Pantaloon Retail The Tata Group K Reheja corp. Group Life Style International

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COMPANY PROFILE

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COMPANY PROFILE:

RPG Enterprise:
Type- Private Conglomerate Founded: - Mumbai, India (1979) Founder(s):- RP Goenka Headquarters: - Mumbai, India Key People: R P Goenka (Chairman Emeritus) Harsh Goenka (Chairman) Sanjeev Goenka (Vice Chairman)

Industry: - Power, Retail, Tyres/Tires, Transmission, Technology, Entertainment and other Revenue: - US$3.25 billion Employees: - 58000 Website: - www.rpggroup.com

RPG Enterprises:
RPG Enterprises, established in 1979 by RP Goenka, is one of Indias fastest growing business groups with a turnover touching Turnover of Rs. 13,500 cr. and initially encompassed Phillips Carbon Black, Asian Cables, Agarpara Jute and Murphy India. Currently, RP Goenka retains the title of Chairman Emeritus, while the chairmanship and vice-chairman ship have been assumed by his sons Harish and Sanjeev Goenka respectively. The group has more than twenty companies managing diverse business interests in the areas of Power, Tyre, Transmission, IT, Retail, Entertainment, Carbon Black, and Specialty. The conglomerates major companies, subsidiaries and affiliates are.. Power A) CESC B) Noida Power Company Limited Tyres A) CEAT B) CEAT Srilanka C)Phillips Carbon Black D) Harrisons Malayalam
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 Transmission A) KEC International B) RPG Transmission C) Nitel Technology A) Zensar Technologies B) RPG Cables C) RPG Life Sciences Retail A) Spencer's Retail B) Music World C) Books and Beyond D)RPG Cellucom Entertainment A)Saregama Other Spencer's Travel Services Spencer International Hotels Wide-ranging businesses, growing returns and a reputation to reckon, makes working with RPG an enriching experience. Where entrepreneurial skills are valued, excellence is the by-word, and performance is a pre-requisite. Management: The RPG Management Board is the backbone of the conglomerate. Its members are highly qualified professionals, well experienced in their respective fields. Values: RPGs business ethics promote higher levels of excellence. The groups values of Customer Sovereignty, People Orientation, Innovation & Entrepreneurship, Transparency & Integrity and Passion for Superior Performance, Anticipation, Speed and Flexibility propel it to perform and excel in all spheres of the business. Quality: For RPG quality determines success. Continuous process improvements are carried out to ensure complete satisfaction of customer and market requirements. Beyond Business RPG is a socially responsible organization; Believing in giving back to the community what it has gained from it. The group regularly contributes toward the welfare of various social groups and is involved in promoting social activities in the field of sports and arts.
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Spencers Retail Ltd.

Established in 1996, Spencers has become a popular destination for shoppers in India with hypermarkets and convenient stores catering to various shopping needs of its large consumer base. Spencers is one of the earliest entrants into the retail space and literally introduced the Indian consumer to the concept of organized retailing. The company started its operations way back in the early 90s in the south and over the last one year-and-a-half, it has ramped up operations to about 350 stores across 60 cities in India. Spencers Retail ltd, part of 13,500 crores RPG group is one of the largest and fastest growing multi format retailer.Spencers has retail footage of over 6 million square feet and over 350 Spencers stores in 60 cities. The company operates through the following formats: The Spencer's hyper stores are destination stores, of more than 15,000 sq. ft in size. They offer everything under one roof. The merchandise ranges from fruits & vegetables, processed foods (Ready to Eat, Ready to Cook, FMCG products),specialty foods including international, sugar free, organic foods, etc..groceries, meat, chicken, fish, bakery, chilled and frozen foods, garments, consumer electronics & electrical products, home care, home dcor & home needs, office stationeries, soft toys. Besides, the stores also comprise book & music retailing, electronic gadgets and IT accessories. On an average, a Spencers hyper stocks 70,000 SKUs across 35,000 items. The Spencer's stores are neighborhood stores ranging from 1500 less than 15000 sq. ft. These stores stock the necessary range and assortment in fruit and vegetables, FMCG food and nonfood, staples and frozen foods and cater to the daily and weekly top-up shopping needs of the consumer. Some of these stores which have floor area of more than 10,000 sq ft sometimes offer home care products; personal care products, bakery, chilled and frozen food; baby care, basics in garments and limited range of electronics and electrical. Fastest growing retail stores with multiple formats and retailing food, apparel, fashion, electronics, lifestyle products, music and books. Established in 1996 and headquarter is in Chennai. Retail footage of over 6 million square feet and over 350 Spencers stores in 60 cities. Spencers Retail has a loyalty program. They offer a co-branded credit card with HSBC bank (HSBC Spencer's Retail Credit Card) Spencer's Retail Limited, one of India's largest food first multi-format retailer, has been awarded the Coca Cola Golden Spoon "Most Admired Food & Grocery Retailer for Convenience and Express formats" Award at the Food Forum of India, 2009 held in Mumbai and this is the

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third award that the organization has received, three years in a row. Spencers was awarded the Turnaround Retailer of the year 2006 at the India Retailers Forum, 2007 in Mumbai. With an immense amount of expertise and credibility, Spencers Retail has become the highest benchmark for the Indian retail Industry. In fact, the companys continuing expansion plans aim to help Spencers Retail meet the challenges of the retail industry in an even better manner than it does today.

New Ventures
Spencers retail has announced a tie-up with British retailer Woolworths Plc for exclusively selling its famous toy brand Chad Valley through its outlets. Besides the Chad Valley range of toys (available at prices Rs. 49 upwards), Woolworths is also planning to introduce the Ladybird range of kids wear.

Vision
To build Spencers as the most professionally managed retail business in the country through: Excellence in all operating processes; Nurturing and facilitating a learning and growth culture; Building a unique retail experience for the customers.

Mission
Strives to exceed the aspirations of its customers for a healthy and fulfilling lifestyle by providing: The most innovative consumer goods and delectable taste experience. The ultimate shopping experience. Unsurpassed customer service. Unbeatable value The next place away from home or office to relax and indulge themselves.

Major Future Plan

It will be going in for public issue within the next 12 months to raise capital for expansion. The company plans to focus on the larger format stores in the identified growth clusters with higher market potential value and stronger brand equity for Spencer's. These clusters
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are Bangalore, Hyderabad, Coastal Andhra Pradesh, Chennai, Delhi NCR, East UP, Pune, Mumbai, South Kerala, Aurangabad, Punjab and Kolkata. The company will be investing Rs. 10 billion over the next 3 years using both internal source and an IPO. The company has already reserved 1 million square feet of space all over the country and will be creating close to 10,000 jobs in its different formats. Spencers Retail currently employees 4,500 people and has 6 million square feet of space. In every financial year, Spencers is increasing its stores from 150 to 250 with a target of expanding by 400 more in the next two years. The company had last year announced a Rs 1,500 investment plan to expand its business across the country. . Spencers was the first to introduce the concept of music retailing with "Music World" chain of stores, followed by "Books and Beyond"[Retail chain of Book Stores] and "RPG Cellucom"[Retail Chain of Mobile Stores]. They are planning to setup 1,500 cellcoms and more than 400 Music Stores by 2012. Spencers has announced that it will very soon launch CRT TVs under the brand name Yashika. Spencers is all set to enter the standalone Lifestyle Retailing segment by opening American Lifestyle Brand stores in India - Beverly Hills Polo Club [BHPC]. The company plans to setup five BHPC stores all in the Delhi NCR region and then move to other metros.

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DATA ANALYSIS AND INTERPRETATION

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What is your age group? No of respondents 33 38 14 7 8 100 Percentage 33% 38% 14% 7% 8% 100%

Age Group 18-25 26-35 36-45 46-55 56+ Total

Consumer age group

56+ 8

46-55

36-45

14

No of respondents 38

26-35

18-25 0 5 10 15 20 25 30

33 35 40

Inference: From the above Table, Out of 50 respondents who answered the questionnaire, 33.5% people fall in the age group 18-25years, 38% people fall in the age group 26-35 years,14% people fall in the age group 36-45years, 6.75% people fall in the age group 46-55 years and 7.75% people fall in the age group 56+years.From the above analysis, it is observed that majority of the residents fall in the age group 18-25and 26-35

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 What is your occupation? Occupation No of respondents Student 18 House-wife 7 Service 43 Business 22 Other 10 Total 100

Percentage 18% 7% 43% 22% 10% 100%

Occupation of respondents
Other 10

Business

22

Service

43

No of respondents

House-wife

Student 0 10

18 20 30 40 50

Inference: From the above table -On the basis of 100 respondents who answered the questionnaire, 43% people belong to Service category, 21.75% people belong to Business category, 18.25% belong to Student category, 6.75% people belong to House Wife category and 10.25% people belong to Others category.

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 What is your monthly income? Monthly income No of respondents <5000 17 5000-10000 20 10000-20000 37 >20000 26 Total 100

Percentage 17% 20% 37% 26% 100%

Monthly income of respondents

>20000 26

10000-20000

37 No of respondents

5000-10000

20

<5000

17

10

15

20

25

30

35

40

Inference: From the above Table, Out of 100 respondents who answered the questionnaire, 17% people belong less than 5000monthly income category, 19.5% people belong to 5000-10,000 monthly income category,37.25% people belong 10,000-20,000 monthly income category and 26% people belong to more than 20,000 monthly income category.

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Where do you shop regularly?

Place Supermarkets Kirana Stores Other Supermarkets & Kiranas Total

No of respondents 71 11 2 16 100

Percentage 71% 11% 2% 16% 100%

Regular shopping place

Supermarkets & Kiranas 16

Other

2 No of respondents

Kirana Stores

11

Supermarkets

71

10

20

30

40

50

60

70

80

Inference: From the above Table, Out of 100 respondents who answered the questionnaire, 71% people go to Supermarkets for shopping, 16.50% people shop at Supermarkets and Kirana Stores, 11.25% people shop at Kirana Stores and 1.25% people shop at others.

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How many times a week do you shop at Spencers?

Frequency 1 2 3 4 >4 Total

No of respondents 36 48 10 4 2 100

Percentage 36% 48% 10% 4% 2% 100%

Frequency of visit per week

>4 2

10

No of respondents 48

1 0 10 20 30

36 40 50 60

Inference: On the basis of 100 respondents who answered the questionnaire, 36% people go to Spencers for shopping once in a week, 48% people shop at Spencers twice in a week.10% people shop at Spencers thrice in a week .4% people shop at Spencers 4 times in a week and 2% of the people shop at Spencers more than 4 times a week.

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How do you feel about the pricing of goods at Spencers?

Opinion Very Good Good No comment Poor Very Poor Total

No of respondents 22 59 15 4 0 100

Percentage 22% 59% 15% 4% 0% 100%

Consumer opinion on pricing of goods at Spencer's

Very Poor Poor No comment Good Very Good 0 10 20 22 30 40 50 60 70 0 4 15 59

No of respondents

Inference: Out of 100 respondents who answered the questionnaire, 22% said very good about pricing of products, 59% said good, 15% said no comment, 4% said poor and none said very poor regarding pricing of goods at Spencers.

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How do you feel about the quality of goods at Spencers

Opinion Very Good Good No Comment Poor Very Poor Total

No of respondents 20 60 15 3 2 100

Percentage 20% 60% 15% 3% 2% 100%

Consumer opinion on quality of goods at Spencer's

Very Poor Poor No Comment Good Very Good 0 10 20 20 30 40 50 60 70 2 3 15 60

No of respondents

Inference: Out of 100 respondents who answered the questionnaire, 60% said good about availability of variety of products, 15% said no comment, 20% said very good , 3% said poor and 2% said very poor regarding the quality of goods at spencers.

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How do you feel about the parking facilities at Spencers?

Opinion Very Good Good No Comment Poor Very Poor Total

No of respondents 9 33 11 13 35 100

Percentage 9% 33% 11% 13% 35% 100%

Consumer opinion on availabilty of parking spaces at Spencer's

Very Poor Poor No Comment Good Very Good 0 5 9 10 15 20 25 30 35 40 11 33 13 35

No of respondents

Inference: Out of 100 respondents who answered the questionnaire, 33% said good about parking facilities, 11% said no comment, 9% said very good, 13% said poor and 34% said very poor regarding Parking Facilities available at Spencers.

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How do you find the employees behavior at Spencer s?

Opinion Good Very Good Poor Very Poor

No. of Respondents 45 25 12 18

Percentage 45% 25% 12% 18%

No. of Respondents
Very Poor

Poor No. of Respondents Very Good

Good 0 10 20 30 40 50

The employee behavior is good and they are happy with their services. More than 75% are satisfied and thus they prefer coming to spencers.

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How do you find the return policy of spencers?

Opinion Good Bad Medium

No. of Respondents 26 24 50

Percentage 26% 24% 50%

No. of Respondents
Medium

Bad

No. of Respondents

Good

20

40

60

80

100

Return policy is bad and they are not satisfied with it. Most of the items which the customers purchase when returned are used and cannot be resold. They have 3month return policy which covers most of the cases but they are not satisfied with it

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FINDINGS AND SUGGESTIONS

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Findings
1. The parking facilities for customers were one of the major drawbacks. 2. Both the quality of the product and the employees behavior were up to the expectations. 3. Most of the customers are from the income group 10000-20000 and from the service sector. 4. Consumers of the age group 18-25 and 26-35 are frequent users. 5. Supermarkets are on a rise and 71% of the customers shop their due to the availability of the various products. 6. Customers are satisfied with the pricing of the goods but not with the return policies which are lengthy and cumbersome.

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SUGGESTIONS AND RECOMMENDATIONS:

Most of the customers believe that stock is not updated and no offer schemes are provided by Spencers on the old stock. Same price is charged for both the fresh stock and old stock. Respondents feel offers should be provided on the old stock, as is done in other retail stores. Most of the customers felt that Spencers should employ experienced sales staff so that they can better explain the quality and features of the products. Some of the people find in-store environment of Spencers very dull, so try to maintain nice store image which attracts the customers and it works in word of mouth marketing for attracting more customers. Store layout should be redesigned that a customer can have easy access to the product. People generally search for the product on offer so the high margin product should be up fronted that mean those item should be in the eye height so that it easily catches the customers attention and generates impulse purchase. Company should try to include men, ladies, and kids apparels segment in the Spencers daily for attracting the customers. Customers are very eager to know about offers, discount schemes provided by Supermarkets then Spencers should do better marketing for creating awareness about offers and discount schemes. Complained and feedback should be taken care in well manner to create the loyalty and goodwill. Keep high quality fruits and vegetables in the stores, employees must be courteous and friendly as most of the customer gave their preferences regarding these. Billing should be fast because customers dont want to stay in the store after purchasing the products.

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LIMITATIONS OF THE STUDY:

Following are the few limitation of the particulars research study. The sample size chosen is limited to 100 only because of time and financial constraint. This study was based purely in Liluah, Howrah. Data collected may not be a representation of the entire population. The time duration for this project was only for a period of 30 days. This study was limited to the capabilities and willingness of the respondents in appropriately answering the questions and information given by respondents may be correct and may not be correct.

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CONCLUSION

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CONCLUSION

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BIBLIOGRAPHY
Books:
Philip Kotler, Keller, Koshy and Jha - Marketing Management (13th Edition) Philip Kotler and Gary Armstrong - Principles of Marketing (11th Edition) C.R. Kothari - Research Methodology A.J. Lamba - The Art of Retailing

Sites:
www.google.com www.rpggroup.com www.indiaretailing.com www.retailindustry.com www.spencersretail.com www.thebrandreporter.com

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Questionnaire:
What is your age group? a. 18-25 b. 26-35 e. 56+ c. 36-45 d. 46-55

What is your occupation? a. Student c. Service e.Other b.House wife d. Business

Where do you shop regularly? a. Supermarkets b. Others

c. Kirana Stores d. Supermarkets & Kiranas

How many times a week do you shop at Spencers? a. 1 c. 2 b. 3 e. >4 d. 4

What is your monthly income? a. <5000 c. 10000-20000 b. 5000-10000 d. >20000 How do you feel about the pricing of goods at Spencers? a. Very Good c. Poor b. Good d. No Comment e. Very Poor
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How do you feel about the quality of goods at Spencers? a. Very Good c. Good b. No Comment d. Poor e. Very Poor How do you feel about the parking facilities at Spencers? a. Very good c. No comment b. Good d. Poor e. Very poor

How do you find the employees behavior at Spencers? a. Good c. Poor b. Very Good d. Very Poor

How do you find the return policy of Spencers? a. Good c. Medium b. Bad

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