Study of store retailors

Topics: Retailing, Hypermarket, Supermarket Pages: 7 (995 words) Published: October 7, 2013
A Study on Sales and Distribution, Consumer behavior of Noodles Submitted towards partial fulfillment of completion of course on Sales and Distribution
Submitted by
Anwar P A (12MBA61026)
Darpan S Singvi (12MBA61114)
Mahendra Kumar Jain (12MBA61056)
Rahul Bothra (12MBA61121)
Ravi T Sharma (12MBA61010)

Under the guidance of
Internal Guide:
Prof. Mohan Kuruvilla
Professor
School of Business
Jain University
School of Business
Bangalore
MAY 2013
Objectives of the Study
To understand consumer buying behavior.
To understand the marketing/selling strategy of the retailers. To understand the shelf arrangement.
To understand the Brand preference.
To understand the distribution channel.

Approach
Area covered – Jayanagar Block
No. of households – approx.115,000
Population – approx. 500,000
Assembly Constituency:Jayanagar
Decided to visit three Kirana Stores, Hyper markets, Super markets Observation
Kirana Stores

Table 1: Showing the observation in Kirana Stores
Store
Maggi
Yuppie
Top ramen
Chung
Monthly sale
S R Provisions
1800
500
0
0
2300
Sri Ganesha store
3000
1500
0
0
4700
Mahalakshmi Store
2700
800
0
0
4000

Graph 1: Showing Observation in Kirana Stores

Analysis and Interpretation
As per the observations in Kirana Stores, they sell maximum 2 brands i.e., Maggi and Yuppie noodles. Maggi sale is higher than yuppie because of brand equity. We found both the brands are promoting their brands in Kirana stores. There are limited flavors available and distribution of Maggi is better than Yuppie distribution. Distribution is done through sales man, weekly they come and fulfill the orders of stores. Rs.10 packs are highly preferred and fast moving in Kirana stores and family pack is not preferred because the consumer who comes to these stores are daily customers. According to Sri Ganesha Store’s manager “promotion of Yuppie had an impact on Maggi sales. He also states that Maggi has a specialty that customer pulls the Maggi and asks specifically for particular brand.

Hyper Market
Table 2: Showing the observation in Hyper Market
Store
Maggi
Yuppie
Top ramen
Smith Jones
Chung
Private Lables
Monthly sale
Big Bazar
32000
12000
4000
4000
0
3000
55000
Auchan 
27000
13000
3000
2500
1500
0
47000
More
15000
2000
1000
0
0
2500
20500

Graph 2: Showing Observation in Hyper Market

Analysis and Interpretation
As per observations in Hyper markets Maggi noodles acquired lot of spaces in store shelves. The allocation of shelf is different in each store. In Big Bazar brand owner will select the shelf but decision taking is in the hand of store manager and inn More and Auchan it is store manager decision to allocate the shelf. We have observed that family pack is moving faster than small packs in hyper market. Consumers are buying the product on the basis of offers and they don’t want to change their brand unless there is any external influence. The distribution of the product to the store is through distribution center (DC) and to DC it is through vendors. In Hypermarket there are also some local brands and a private brand which is kept in eye level shelves but the product is not much preferred by the customers. The shelves are allocated in such a way that all brands family packs are in eye level and new arrival flavors are kept in entrance at eye level. Product are bundled and kept for sale which has different flavors. There are no advertisements in hypermarket but there are product bundle discount and other type of sales promotions.

Super Market
Table 3: Showing the observation in Super Market
Store
Maggi
Yuppie
Top ramen
Smith Jones
Chung
Monthly sale
M K Ahmed Super Market
270000
12000
12000
0
0
294000
Safal Daily Fresh
8500
500
0
0
0
9000
Reliance Fresh
90000
12000
9000
0
0
111000

Graph 3: Showing Observation in Super Market

Analysis and Interpretation
As per...


Bibliography: http://www.vigeyegpms.in/bbmp/index.php?module=public&action=wardinfo&wardid=132
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