Green Marketing

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A PROJECT REPORT ON PRESENT MARKET SCENARIO OF PANTALOONS AND SHOPPERS STOP AND COMPARATIVE ANALYSIS BETWEEN THEM

Final Dissertation project submitted In Partial Fulfilment of the Requirements for the Award of Post Graduate Diploma in Management (Recognized by AICTE, Ministry of HRD, Govt. of India)

By

SOURAV DEY
PG 09-104
Under the guidance of Prof. Bhawna Garg INMANTEC, Ghaziabad

Integrated Academy of Management and Technology
Ghaziabad
Date (14/04/2011)

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DECLARATION

I Sourav Dey declare that this project report entitled ³A COMPARATIVE ANALYSIS BETWEEN PANTALOONS AND SHOPPERS STOP AND THEIR PRESENT MARKET SCENARIO´ is an original piece of work done and submitted by me towards partial fulfillment of my Post graduate diploma in management, under the guidance of my faculty guide Prof. Bhawna Garg.

Date-21.04.2011 Place- Ghaziabad

Sourav Dey (PG09-0104)

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ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude to my faculty Guide Prof. Bhawna Garg for her guidance and her valuable support and help in the preparation of this project report. Without her support I would not have been able to complete this endeavor. I would also like to show my gratitude towards the respondents for spending their valuable time to cooperate me without which this report would have not been completed. This report contains all the relevant material required as per instruction. I hope this report meets all the expectations.

SOURAV DEY PGDM (Marketing & International Business)

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PREFACE
Professional education is not perfect without fieldwork. Project is an essential part of PGDM. It make familiar to the student with current market position .This report is a humble attempt to understand the concept of green marketing. This project report will be helpful in analysis the consumer perception towards products and services of Pantaloons and Shoppers Stop. I am very thankful who have directly or indirectly helped me in preparing the project. I invite suggestion and convection with open heart for further Incorporation and improvement of this project report.

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CONTENT
1. Chapter-1
1.1 EXECUTIVE SUMMARY «««««««««««««««««.. 6 1.2 INTRODUCTION TO GREEN MARKETING  Meanings & concepts««««««««««««««...«««.7  Importance of green marketing«««««««««««««««««««««««..8  Goals of Green marketing«««««««««««««««««««««««..8  Benefits of Green Marketing««««««««««««««««««««««...8-9  Golden Rules of Green Marketing «««««««................. 9

2. Chapter-2
2.1 CHALLENGES IN GREEN MARKETING ««««««««««««10 2.2 GREEN MARKETING ± Reasons for adoption by the firms«««««««««««««««««««««««««««.11-12 2.3 GREEN MARKETING MIX«««««««««««««««««....12-13

3. Chapter-3
3.1 MOVING TOWARDS GREEN MARKETING«««««««««««««««««««««..««««14 3.2 SHIFTING TO A GREEN ERA«««««««««««««..«««...14-15 3.3 GREEN WASHING«««««««««««««««««..««....15-17 3.4 GREEN STRATEGY FORMULATION«««««««««««««««««««««««««..18

4. Chapter-4
4.1 GREEN MARKETING: A CORPORATE INITIATIVE««««««««..19-23

5. Chapter- 5
5.1UNDERSTANDING CONSUMER PERCEPTION AND PRIORITIES TO MAXIMIZE BUSINESS««««««««««««««««.24-25 5.2 GREEN CONSUMER BEHAVIOUR«««««««««««««««««25-26

6. Chapter- 6
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6.1 RESEARCH OBJECTIVES««««««««««««««««««««..27 6.2 RESEARCH METHODOLOGY«««««««««.................................27

6.3 DATA ANALYSIS & INTERPRETATION««««««««««««««.28-33 6.4 RESEARCH FINDINGS««««««««««««.....................................34

7. Chapter-7
7.1 LIMITATION OF THE PROJECT «««««««««««««««««..35 7.2 RECOMMENDATION««««««««««««««««««««.««..36 7.3 CONCLUSION«««««««««««««««««««««««««...37

8. Chapter- 9 8.1 APPENDIX
 Questionnaire«««««««««««««««««««««««.38  Bibliography«««««««««««««««««««««««..39

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EXECUTIVE SUMMARY
Pantaloons is the largest Indian retailer having an established presence in all the retail verticals and operating multiple retail formats,viz. Pantaloon, Central, Big Bazaar and Food Bazaar, Globally, organized...
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