About the Industry

Retail means the sale of goods and services to the consumers or the end user for their
own use. The aspect of the sale that qualifies it as a retail transaction is that the end
user is the buyer. A retailer purchases goods or products in a large quantity from
manufacture directly or from wholesaler and sells in small quantities to consumers
and earns profit. Retails involves the sale of merchandise from a single point of
purchase directly to a customer who intends to use that product. In some jurisdictions
or regions, legal definitions of retail specify that at least 80 percent of sales activity
must be to end-users.
Retail derives from the Old French word re-tailler, which means “to cut off, clip,
pare, divide” in terms of tailoring (1365). It was first documented as a noun with the
meaning of a “sale in small quantities” in 1433 (from the Middle French retail,
“piece cut off, shred, scrap, paring”). As in the French, the word, retail, in both Dutch
and German, also denotes the sale of small quantities of items. Retailing practices of
accumulation of various marketing practices directed towards giving the best
merchandize, from a fixed location such as departmental store or kiosk. A retailer is a
person, agent, agency, company, or organization which is instrumental in reaching the
goods and merchandise, or services to the ultimate consumer.
A common assumption is that retailing involves only the sale of products in store.
However, it also includes the sale of services like those offered at a restaurant, parlor,
or by car rental agencies. The selling needs not necessarily take place through stores.
Retailing encompasses selling through the mail, the internet, door to door visits – any
channel that could be used to approach the consumer. When company directly sell to
consumer then it also known as the retailing (like Dell)
Retailing has become such an intrinsic part of our everyday lives that it is often taken
for granted. The greatest economic and social progress has been those with strong
retail sector.
Over the last decade there have been sweeping changes in the general retailing
business.

Indian retail market

The Indian retail market is growing at a very fast pace of about 20% and has a market
size of US $500 billion. India is the fifth largest preferred retail destination globally.

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India is expected to the world‟s 3rd largest consumer economy reaching
US$400billion in consumption by 2025. (according to a study by Boston Consulting
Group)
The Indian retail industry is divided into two sectors: Organized and Unorganized
retailing.
The Indian Retail industry has primarily been dominated by the unorganized segment.
During FY16, the unorganized retail accounted for about 90% of the total retail
revenue. Compared to the unorganized retail contribution of 15-20% to the total retail
sales in countries such as U.K., U.S., Taiwan etc, the Indian figure is high.
Retailing is the India’s largest industry, over 10% of the country GDP and around 8%
of the employment. Retail industry in India is at crossroads. It emerged as one of the
most dynamic and fast paced in industry with several players entering the market
The organized Indian retail industry has begun experiencing an increased level of
activity in the private label space. In India the private label strategy is playing 6% role
in market. The stores like Shopper Stop, Lifestyle generates 15 to 25% revenue from
private label brands. Growth of online retail is also augmenting the growth of private
label brand in Indian
In India Luxury retailing is gaining importance. It includes fragrance, gourmet
retailing, accessories, and jewellery and many other. The Indian consumer is ready to
splurge on luxury items and is increasing doing so. In India luxury market was around
USD 14.7 Billion in 2015 and 18.3 billion in 2016. Due to these the India will be 12th
largest luxury retail in the world by 2020.
In India the retail industry is likely to grow in future due to demand factors like high
brand consciousness, rising income and purchasing power, growing young population
and working women, changing consumer preference and growing urbanization etc.
and supply factors like increase in infrastructure facility, easy availability of credit.
India is ranked first in the Global Retail Development Index 2017, because of increase
in the middle class family and also increase in consumer spending capacity.
Indian retail market has witnessed investment of US$800million by Private Equity
firms and wealth funds in 2017
E commerce is expanding steadily in the country and it is creating the biggest retail
industry revolution and this trend would continue in the years to come. Retailers
should leverage the digital retail channels (e-commerce), which would enable them to

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spend less money on real estate while reaching out to more customers in tier-2 and
tier-3 cities.
Both organised and unorganised retail companies have to work together to ensure
better prospects for the overall retail industry, while generating new benefits for their
customers.
Nevertheless, the long-term outlook for the industry is positive, supported by rising
incomes, favourable demographics, entry of foreign players, and increasing
urbanisation.
Exchange Rate Used: INR 1 = US$ 0.016 as on FY2018.

Growth of retail industry

The retail industry in the introduction stage of modern retail industry, it is categorized
as the shifting of traditional grocery stores into the modern pattern store like
departmental store, super markets, speciality store, hypermarket, etc.
The retail industry starts from early 1990 by people migrating from villages to urban
areas and opening the small stores to provide necessary items and take the advantage
of repeat sales with the customer living thereby and it is up to the limited consumer
base within the area only
In 1960 to 1980 the domestic textile market ventures entered into retailing through
company owned outlets, few manufacturer has opened their own outlets (Vimal,
Bombay Dyeing, Raymond, etc.) while some has established their own retail chain
(Bata, Metro)
In 1990 to 2005 the conceptualization in retail industry has done with liberalization
and starting the Indian economy many corporates and first generation entrepreneurs
enter in the retail business and investments by international retail firms increased in
India.
In 1991 RPG group Launched Spencer in Bangalore and Shoppers Stop in Mumbai by
Raheja‟s. In 1998 Tata group enter in retail with the brand Westside. And also the
various international brands enter in the Indian market (McDonalds, Adidas, Reebok,
Nike, Pepe Jeans, etc.) and the Growth in apparel retail format was the most
noteworthy during this period.
In the year 2005 – 2010 the expansion in the retail market taken place, these time
period was considered as the growing share of the organized retail market. In the total
Indian retail market sales with substantial investment by Large Indian corporates.
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In 2006, Reliance entered in the retail business with Reliance fresh. And in 2006 the
government change the FDI policy make allow foreign retailers to invest in Indian
retail market. This saw several premium brands such as Armani, Versace etc entering
the Indian market.
In 2008-2009, due to recession impact in the Indian economy, many over-leveraged
retail stores had to shut down.
From 2010 onwards, the consolidation and growth started with huge competition in
the urban market.
And emergence of the online retail brands came in the existence like Flipkart, Myntra,
Homeshop18, Amazon, etc.

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 EASY DAY

easyday stores are one-stop shops that cater to every family’s day-to-day needs. They
bring together a wide range of relevant goods, high quality products and great in-store
experience and service, all under one roof. These neighbourhood format stores offer
more than 3,000 products at the lowest prices. The wide assortment of goods include
personal care products, stationery, household articles, hosiery items, as well as daily-
need groceries including staples, processed foods, bakery and dairy products, meat
and poultry and fresh produce.
easyday Market provides customers everything a great market offers, bringing
together a potent combination of the familiar and the innovative, all under one roof.
These stores range up to 55,000 sq. ft. and offer thousands of products displayed in a
consumer-friendly manner that brings both entertainment and ease to the shopping
trip. These include items ranging from apparel for men, women and kids, home
furnishings, home ware, cosmetics, a wide range of kids’ toys, small appliances,
mobile phones and stationery. These stores also have live bakery; meat, poultry and
fish; farm fresh fruits and vegetables; grocery and general merchandise.
Pan-India Footprint: The first easyday store was launched in Ludhiana and easyday
Market in Jalandhar in 2008. Currently, there are over 210 stores in cities across
Punjab, Haryana, Uttar Pradesh, Uttarakhand, Madhya Pradesh, Rajasthan, Himachal
Pradesh, Chhattisgarh, NCR Delhi, Jammu & Kashmir, Maharashtra and Karnataka.

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 STORES

Through our 3 formats easyday, easyday Market and easyday Hyper, we cater to
households’ shopping needs across Food & Grocery, Home Furnishings, Electronics,
Consumer durables and Clothing. At easyday, we aim to provide significant savings
to our consumers by being low priced everyday, which means that our customers can
be assured of savings every time they visit our stores

History
In 2006, Walmart initiated talks with India-based Bharti Enterprises to enter the
Indian market as India's restrictive commercial laws prohibited most foreign
companies from setting up stores to compete with domestic retailers. Subsequently,
they set up an equal joint venture to float a company called Bharti Walmart Private
Limited in 2007, with the intention of doing wholesale business, through Best Price
Modern Wholesale stores. It was decided that while Walmart would work towards
back-end cash & carry supply chain for the wholesale operations of Bharti Walmart; it
would also provide expertise including technology, supply chain, logistics and
management support to the retail stores, Easyday, which will be run a wholly owned
subsidiary of Bharti Enterprises named Bharti Retail Private Limited. Bharti Retail
was set up in April 2007 with the target an annual turnover of about $3.65 billion by
2015. The major challenge for Easyday stores was the competition from small scale

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retailers who controlled about 97% of the Indian retail business. They organized
protests against Easyday, which was supported by a section of politicians.[11] Amid a
stiff resistance from the opposition political parties, the Indian government allowed
51% Foreign Direct Investment in multi-brand retail in September 2012, which could
enable Walmart to do direct retail business in India.

Brand name

While deciding on naming the stores, Bharti Enterprises chose not to use the name
Walmart in the brand name, even though the operations of the store largely depended
on Walmart's collaboration. It was done to avoid any repercussions by the usage of a
foreign brand name, keeping in view the stiff opposition against potential job and
business losses caused by a foreign brand. Also, Asipac Projects, a retail consultancy
commented, "Walmart prefers to be not known by its brand name until it's not in
100% control in a country. In India, till the Easyday stores do not look and feel
exactly like a Walmart store in the US, they would not give it the brand name."[

First store

On 25 April 2008, Bharti Retail made their first official entry in the retail business
with the inauguration of three Easyday stores in Ludhiana, Punjab, which is the
hometown of Sunil Bharti Mittal, the chairman of Bharti Enterprises. Those stores
measured 2,500 to 4,500 sq. ft. The first batch of the employees at the stores were
local residents, who were given training at Bharti Retail's training facility. Bharti
Retail stressed that it would employ local residents at their stores, and would also
generate new employment options to vendors of fruits, vegetables and meat, as well
as to housewives and retired people. "These initiatives will help facilitate inclusive
growth in communities in which its stores operate," it said

Expansion

The company made plans to expand zone-wise, starting with the northern part of
India. By November 2008, the company had 12 stores operational and in the next
month, Easyday opened its first medium-sized retail store, labelled Easyday Market,
in Ludhiana, Punjab.

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In May 2009, Easyday opened its first store in Delhi NCR. Easyday had its retail
operations running in 70 stores by May 2010 in the states of Punjab, Haryana, Uttar
Pradesh, Rajasthan, among others.

Presence

Easyday currently operates in 15 states - West Bengal, Jammu and

Kashmir, Himachal Pradesh, Punjab, Haryana, Delhi, Jharkhand, Uttarakhand, Uttar
Pradesh, Rajasthan, Madhya Pradesh, Chhattisgarh, Maharashtra, Karnataka, Andhra
Pradesh and Tamil Nadu in over 168 towns and cities. The number of stores
functional is 523 catering to about 76,000 customers every day.

Forma

The standard neighborhood stores are called Easyday and have their presence in over
500 locations; the compact hypermarkets are termed Easyday Market, which are mid-
sized stores. In addition to the merchandise sold at the regular Easyday stores, the
Easyday Market stores stock a wider range of brand and product selection.

Merchandise

Easyday sells items and products of various brands keeping in mind the requirements
of the local and regional needs. A typical Easyday store sells groceries including fresh
produce inclusive of fruits, vegetables & milk; cereals, meat, poultry, dairy and baked
products, canned goods, soups, grains, snacks, cookies, chips, condiments, beverages,
sauces, spices, and candy; beauty products like toiletries, fragrances, makeup, shaving
and skincare items; health care items; apparel, hosiery, shoes & accessories; books
and stationary; toys; gifts; kitchen ware; home improvement products including tools,
lighting, & electronic accessories; and items related to religion. Easyday has also
partnered with Moneygram International that provides customers the facility of
money transfer at their stores. This facility was initially launched at 121 stores in May
2011.

Private Brands

Though Easyday sells merchandise manufactured by several different companies.

Bharti Walmart said in an interview, "Customers have begun to like private labels due
to better quality, high food safety standards, international look and feel of products,

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customized packaging created after customer feedback and the credibility of the
retailer."[25]

 Great Value: The brand Great Value is Walmart's international brand, and it
locally sells a range of everyday-use products like flour, staples, cereals, spices,
tea, cold beverages, sodas, jams, ketchups, dry fruits, corn flakes, Indian snacks,
dish-wash bars, detergents, toilet cleaners, and floor & glass cleaners[26][27] These
products are typically sold at a lower price because of minimal marketing and
advertising expense. As a house or generic brand, the Great Value line does not
consist of goods produced by Bharti Walmart, but is a labeling system for items
manufactured and packaged by a number of agricultural and food corporations.
 Easy Choice: The brand Easy Choice operates on the same lines as Great Value,
also catering to the FMCG range, sourcing products from Bharti Walmart, but the
items are usually a further little cheaper as compared to Great Value products.
 Mainstays: It is Walmart's another international brand for basic home essentials,
catering to kitchen & bathroom accessories, bed linen, cushion covers, towels,
plastics, lighting, and stationary.
 Equate:
 George: George is a western apparel brand that began as British supermarket
chain, Asda Stores Limited's, private clothing range, and later moved to Walmart's
US and Canadian stores.
 Astiva: It is Bharti Walmart's regional brand dealing with ethnic Indian
wear, such as kurtas, kurtis, salwar kameez, and ready to stitch fabric.
 Simply Basic: It is a brand designed to cater to everyday wear and clothing needs.
 Home Trends: This brand caters to home furnishings & decor, kitchen tools,
crockery, cookware, table ware and glassware.
 Kid Connection: It is a specialized brand dealing with toys, children's clothing
and other items for children.
 Faded Glory: This brand provides footwear
 Athletic Works: It is a fitness & sports brand that deals with athletic shoes, work-
out equipment, gym goods and fitness merchandise.

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Corruption allegations

 In September 2012, an Indian politician, MP Achuthan, leveled charges that

Walmart invested $100 million of convertible debentures in 2010 in Bharti Retail
for Easyday stores, even though, in 2010 the Indian government did not allow any
foreign investments in multi-brand retail. Easyday was accused of having received
illegal investments in violation of India’s FDI laws and the Indian government
started an investigation. This also led to in internal probe by Walmart into
possible violations of the US Foreign Corrupt Practices Act, which prohibits
bribery outside of the US. Bharti Walmart suspended several senior executives as
part of an internal bribery investigation.
 In December 2012, reports emerged indicating that Walmart had spent $25
million over four years to lobby the US government to gain access to overseas
markets including India. The same month, the Indian government approved an
inquiry into Walmart's lobbying activities in the US amid a heated debate in India
over Walmart's plans to open retail stores in India.

Controversies
In January 2013, a fifteen-year-old girl was forced to strip naked at an Easyday store
location at Mallhar Mega Mall, Indore, Madhya Pradesh, as she was accused of shop-
lifting and the security team wanted to search her. The girl, who is a junior national
level table tennis player, was found innocent, though the store staff allegedly
misbehaved with her and she had to undergo mental torture. Her mother, Chapla
Kumar Bhargawa, who got extremely outraged at this incident, filed a complaint with
the police. The authorities registered a case against three store employees, including
the woman who strip-searched her in a private room. Her mother said, "How can you
force someone to undress? The act cannot be justified." The victim's mother later also
registered a complaint against the uncooperative behavior of Indore Police officer -
Inspector-general of police, Anuradha Shankar, who reportedly asked inappropriate
questions like "Are your intentions of blackmailing the store owner?" Easyday,
meanwhile, expressed its concern and said, "We deeply regret the inconvenience
caused to our customer at our Indore store. We are investigating the case for
appropriate action." The Madhya Pradesh Table Tennis Association condemned the
incident and called it "very unfortunate.", the particular store is closed now.
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Marketing Mix of Easyday

Easyday is a consumer store related to retail department category and has targeted
middle-income people as its customers. It was established in the year 2008 and
its ownership is at the hands of Bharti enterprises limited and operations under one of
its subsidiaries Bharti Retail Limited. Easyday is of Indian origin and has its
headquarters base in New Delhi in India. Management and technical support are
offered to the brand via Wal-Mart Stores, the largest retailer in the global market. It
faces competition from the following-

 Big Apple
 Reliance Fresh
 Food Bazaar
 Spencer’s
 Mahindra Retail

Product in the Marketing Mix of Easyday:

Easyday is a popular outlet with a wide range of merchandise in a capacious set-up.

The company caters to regional and local needs and sells items from several brands. It
also has a special corner called Youth Zone for products that are youth-oriented like
cosmetics, apparel, movies, books and music. Some of its products include-

 Fresh produce and groceries- vegetables, fruits, milk, meat, cereals, poultry,
baked products, dairy products, soups, canned goods, cookies, snacks, grains,
beverages, spices, sauces and chips
 Beauty product includes fragrances, toiletries, shaving products, make-up and
skin-care items
 Healthcare products
 Footwear
 Several accessories
 Apparel and hosiery products
 Stationary and books
 Gifts, toys
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  Home-improvement items like lighting, tools, electronic accessories
 Kitchenware

Place in the Marketing Mix of Easyday :

Three types of format stores are operated by Bharti Retail with a nametag of Easyday.
They are located at prime spots to gain maximum exposure so that it can garner good
sales. Easyday is the name given to standard stores in the neighbourhood, Easyday
market to mid-size compact hypermarkets and Easyday hyper to hypermarket style
larger stores. Bharti Enterprise declared its intention of joining the retail industry by
opening its first Everyday store in Ludhiana in Punjab in the year 2008 and Easyday
market in the same year in Jalandhar, Punjab.

The first store of compact-hyper nature was opened in Indore in Madhya Pradesh.
Since then it has spread its network far and wide in every part of India. It has its reach
in thirteen states through two hundred and twenty stores. Cedar Support Services
provides construction services, design and real estate to Easyday. In the year 2015, the
company combined its operations with Future Group and as a result, it became the
biggest chain in the retail industry in India. Its network spread to two hundred and
forty-three cities through five hundred and seventy outlets

Price in the Marketing Mix of Easyday :

Affordable prices are the mantra of Easyday retail outlets because it wants to cater to
a large section of people. The brand is interested in selling products in huge quantities
to a maximum number of people so that vast sales volumes are created.

Easyday has agreed to several pricing policies to market its goods. It has kept the
basic prices low and hence has adopted a reasonable pricing policy. During festive
seasons it encourages bulk buying through its economic pricing policy. This is
possible because of special offers and discounts on several products. The company
has adopted a penetration policy and to create new inroads it periodically offers an

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incentive to the customers so that they visit and buy, thus creating large sales figures
and ultimately greater revenues.

Promotion in the Marketing Mix of Easyday :

As part of their promotional activities, Easyday has been a participant in various

events for social causes like eye donation, blood donation camp, eye and dental
check-ups and health-awareness programs. The company encourages its employees to
volunteer for the education of street children. It collects clothes so that they could be
donated to the less-privileged section of society. Easyday has also been part of Go
Recycle, a campaign for plastic recycling. In order to create customer’s interest in its
brand and products, Easyday has launched several marketing strategies.

Its promotional techniques include advertising in local newspapers and offering

promotional coupons for a specific period. The brand has also taken the help of social
media and has started advertising its products through the internet and by sending
emails about latest offers to their regular customers.

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 OUR VISION & VALUES

Vision : "To consistently provide the Indian consumer complete and differentiated

shopping experiences and be amongst India's Top retailers, while delivering superior

returns to all stakeholders".

Values :

 Integrity

 Commitment

 Passion

 Seamlessness

 Speed

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 PRODUCTS & SERVICES
MORE. Food: brings you the entire grocery range for your daily consumption at
attractive prices like never before. Try once and the irresistible taste would bring you
back to more.!

MORE. Cleaning: brings you the whole range of hygiene, personal care & wash. The
new range offers added variants giving you more. choice than ever before!

 DAIRY: Milk, Butter, Curd, Ghee, Paneer, Cheese Slices.

 FOOD: Cornflakes, Choco Marvel, Pickles, Fruit Drinks, Jams, Instant Soups, Honey,
Papads, Oats, Pasta.
 BEVERAGES: Cola, Premium Tea, Green Tea, CTC Tea, Coffee.
 SNACKS: Namkeens, Ketchups, Noodles, Cheese Balls, Vermicelli, Regional
specialities, Instant Mixes, Soan Papdi.
 STAPLES: Rice, Pulses, Sugar, Salt, Atta, Refined Oil, Wheat, Bread, Spices
 PERSONAL CARE: Soap, Facial Tissue, Toothbrushes, Liquid Handwash,
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 Deodorants, Shaving razor, Baby Diapers.
 HOME CARE: Toilet Cleaners, Phenyl, Surface Cleaners, Scouring Pads, Detergents,
Detergent Bars, Dishwash Bars, Tissues, Steel scrubber, Room Freshener, Insect
Repellants, Naphthalene Balls, Dishwash Liquid.

STRUCTURE OF RETAIL BRANDS

The retail industry in India is highly fragmented and unorganised. Earlier on

retailing in India was mostly done through family-owned small stores with limited
merchandise, popularly known as kirana or mom-and-pop stores. In those times,
food and grocery were shopped from clusters of open kiosks and stalls called
mandis. There were also occasional fairs and festivals where people went to shop. In
the twentieth century, infusion of western concepts brought about changes in the
structure of retailing. There were some traditional retail chains like Nilgiri and
Akbarallys that were set up on the lines of western retail concepts of supermarkets.
The government set up the public distribution system (PDS) outlets to sell
subsidised food and started the Khadi Gram Udyog to sell clothes made of cotton
fabric. During this time, high streets like Linking Road and Fashion Street emerged
in Mumbai. Some manufacturers like Bombay Dyeing started forward integrating to
sell their own merchandise. Shopping centres or complex came into existence, which
was a primitive form of today’s malls.

Since liberalisation in early 1990s, many Indian players like Shoppers Stop,
Pantaloon Retail India Ltd (PRIL), Spencer Retail ventured into the organised retail
sector and have grown by many folds since then. These were the pioneers of the
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organised Indian retail formats. With the opening up of foreign direct investment in
single-brand retail and cash–and-carry formats, a new chapter unfolded in the retail
space. Many single-brand retailers like Louis Vuitton and Tommy Hilfiger took
advantage of this opportunity. The cash-and-carry format has proved to be an entry
route for global multichannel retailing giants like Metro, Wal-Mart and Tesco.

WHOLESALERS VS RETAILERS

Services provided by the wholesalers to the manufacturers:-

 They place orders for the product in advance on the basis of expectations
regarding the demand for the product. This enables the manufacturer to plan
his production and secure the economies of scale.
 They may also provide transportation facility by carrying goods from
producers to godowns and then to retailers.
 They perform advertising and sales promotion activities and also employ
expert sales representatives for the purpose.
 They provide financial accommodation to manufacturers in the form of cash
payments for goods purchased from them as well as provide credit to them.
 They keep the manufacturers updated on the changes in customers' habits,
tastes, preferences and fashion.
 They also play an important role in fixation of the final prices of the goods.

Services provided by the wholesalers to the retailers:-

 They act as the retailers 'buying agent' and saves them from the trouble of
searching out and assembling goods from several manufacturers.
 They inform the retailers about the new products, its uses and changes in their
prices. They also assist the retailers in advertising and selling of the products.
 They provide financial assistance to retailers, sell goods on credit to retailers
and thus help them to operate with small working capital.
 A wholesaler being the ware-house keeper of the market, they protect the
retailers from the risk of loss arising from holding large stocks of the product.
 They may also sort out different grades of products according to quality and
pack the goods into small lots for the retailers.

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ENVIRONMENT ASPECT

Retailers can play an important role in ensuring that greener products meet their
potential. By providing greener products, your business will be joining many
American companies who are not only helping improve human health and the
environment, but also gaining a crucial competitive edge as "greener consumption"
increases worldwide. Product and packaging designers, as well as marketing and
merchandizing experts can all play a role in creating a more sustainable supply chain.
By optimizing product design, leveraging your buying power, and working with your
supply chain, you can increase the availability of greener products in a wide range of
product categories.

BENEFITS

Retailers that work with their product supplier partners to offer greener products
experience a range of benefits:

 New revenue opportunities by catering to new and growing consumer

segments
 Improved ability to meet environmental goals
 Improved product safety and reliability risk
 Cost reductions through increased energy and material efficiency
 Improved worker safety and health
 Increased options and sales of environmentally preferable products
 Improved options for post-consumer recovery of product and packaging
materials
PACKAGING DESIGN CONSIDERATIONS

Although packaging often has a smaller environmental impact than the products they
contain, the aggregate impact of packaging is still significant and should be addressed.
Product (or packaging) manufacturers can reduce the environmental impacts of their
packaging by:
1. Evaluating the need for the package

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 2. Designing a package so that a minimum amount of material fulfills the
functional requirements. By reducing the quantity of raw materials used in
the packaging, you can minimize its environmental and economic footprint.
3. Increasing the recycled content of the packaging materials.
4. Eliminating toxic constituents. Ensure that all the additives, adhesives,
coatings, and inks that get added to the package are safe for human health
and the environment.
5. Using packaging materials that can be recycled or composted once they
have served their original purpose. Design your package so all components
can be easily taken apart and recovered.
6. Supporting materials recovery and recycling. Educate your consumers on
what they can do with your package once they no longer need it.
Resources: The Sustainable Packaging Coalition , supported by EPA, also provides
information and guidance on improving the environmental impacts of packaging.

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 INTRODUCTION TO CUSTOMER SATISFACTION

Customer’s taste and preferences are changing day by day. Identification of these
changes is a major factor because the success of a firm depends on the ability of the firm
to adjust with the attitudes of the customers.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product /service to
product /service.

The state of satisfaction depends on a number of both psychological and physical

variables which correlate with satisfaction behavior such as return and recommend rate.

Essentially customer satisfaction is the extent to which customers are happy with the
service and products provided by a business. It is an important concept in business
because happy customers those most likely to place repeat orders and explore the full
range of products /services offered.

Severe competition occurs in the field of Multi Level Marketing companies and therefore
existence become very difficult. Customer Satisfaction is a major factor for existence
and in order to satisfy the customer, identification of major factors influencing customer
attitude is necessary.

MEANING OF CUSTOMER SATISFICATION

Customer satisfaction is a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and part of the four prospective of balanced
score card.
IN a competitive market place were businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy customer satisfaction drives successful private sector business.
High performing businesses have developed principles and strategies for achieving
customer satisfaction. This paper presents a framework or set of ideas for using
customer satisfaction principles and strategies to improve the quality responsiveness,
and possibility of public sector privately provided services in vulnerable communities.

20
The framework suggested that resident who live in tough neighbourhoods can be
supported through customer satisfaction strategies to become empowered individuals
who informed perspectives influence decisions about what, how, when, and where
services are available to them.
Customer satisfaction is the customers response to the evaluation of the perceived
discrepancy between prior expectation and the actual performance of the product as
perceived after its consumption.

DEFINITION
Codotte, woodruff and Jenkins (1987) define customer satisfaction as "conceptualized
as a feeling developed from an evaluation of the experience."
HERE, the timing of satisfaction response is driving consumption.
BUT there is general agreement with kotler (2003) that "customer satisfaction is a
person's feeling of pleasure or disappointment resulting from comparing a products
perceived performance in relation to his or her expectation."
In short customer satisfaction is "The provision of goods or services which fulfil the
customer expectation in terms of quality and service, in relation to price paid."

Easyday is a chain of hypermarket in India. Currently, there are 210 stores across 80
cities and towns in India. Easyday is 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.

Easyday is part of Future Group, which also owns the Central Hypermarket.

Easyday was launched in September, 2001 with the opening of its first four stores in
Calcutta, Indore, Bangalore and Hyderabad in 22 days.
Within a span of ten years, there are now 150 Easyday stores in 80 cities and towns
across India.

Easyday was started by Bharti Enterprises, the Group CEO . Though Easyday was
launched purely as a fashion format including apparel, cosmetics, accessory and general
merchandise, over the years Easyday has included a wide range of products and service
offerings under their retail chain. The current format includes Easyday , Food Bazaar,
Electronic Bazaar and Furniture Bazaar.

21
Customer Satisfaction Factors:

Technological and engineering or reengineering aspects of product and services.

Type and quality of response provided by the supplier.
Supplier's capability to commit on deadlines and how efficiently they are met.
 Customer’s service provided by the supplier.
Complaint management.
Cost, quality, performance and efficiency of the product.

Measurement of Customer Satisfaction:

Customer satisfaction can be measured by using survey techniques and questioners.

Questions typically include an element of emotional satisfaction of customers
coupled with an element of behavioral satisfaction, as or loyalty to a particular
product or service.

Benefits of Customer Satisfaction Service:

The benefits of conducting customer’s satisfaction service are significant and their impact
can last long after the result is analyzed. Customer’s satisfaction service can use to:
Identify area that needs improvement
Increase loyalty
Identify customer satisfaction.

22
EASYDAY AND CUSTOMER SATISFACTION

 For the satisfaction of customers Easyday is providing many offers and loyalty
programs. Satisfied customers are the main factors behind the success of Easyday
.
 This may not have gone all right.
 In all such situations the store gave customers a chance to talk.

CUSTOMER SATISFACTION
Customer satisfaction a term used in marketing is a measure of how products and
services supplied by a company meet customer expectations.

Customer satisfaction is defined as “The number of customers or percentage of

customers, who’s reported experience with a firm, its products r its services
exceeds.

Within organizations, Customer satisfaction rating can have powerful effects. They
focus employees on the importance of fulfilling customer’s expectations.

23
NEED OF THE STUDY

 To know about the future market trends in the organized retail sector in
Batala.

 To know the system of working of the retail sector.

 To know about the consumer buying behavior pattern and their loyalty
towards Easyday.

OBJECTIVES OF THE STUDY:

 To find the attributes that attract the customer chooses to Easyday.
 To study the level of satisfaction of customer visiting Easyday based on
various parameters.
 To study and understand why customer preferred Easyday.

SCOPE OF THE STUDY:

The success and failure of a company is purely based on customer’s
satisfaction. Globalization and liberalization has opened up high competition
among the business sector. In order to retain the customers and also to
attract the new customer the company has to concentrate more ion service
provided to the customer. It is through adviser that the customers are
being highly influenced. It is an important aspect in ensuring customer
satisfaction and customer retention. Therefore there arises the need for
Easyday to find out the customer satisfaction it is this context that the
present study is undertaken.

24
 RESEARCH METHODOLOGY
Definition:

Research methodology is a process to systematically solve the research problem. It

may be understood as a science of studying how research is done scientifically. Why a
research study has been undertaken, how the research problem has been defined. In
what way and why the hypothesis has been formulated, what data have been collected
and particular method has been adopted. Why particular technique of analyzing data
has been used and a host of similar other questions are usually answered when we talk
of research methodology concerning a research problem or study.

A research design serves as a bridge between what has been established (the research
objectives) and what is to be done, in the conduct of the study. In this project research
done is of conclusive nature. Conclusive research provides information that help in
making a rational decision.

Descriptive design was choose to measure the satisfaction level of customers on the
basis of different parameters such as quality, price, features, technology, after sale
services etc.

This design ensured complete clarity and accuracy. It also ensured minimum bias in
collection of data and reduced the errors in data interpretation. Statistical method was
followed in this research because the data was of descriptive nature and it also
enabled accurate generalizations.

For conducting the study, both primary and secondary data’s have been used.
The major sources of data were collected from Easyday publications, websites
and interview schedule.
In order to have a better representation, a sample of hundred customers was selected
for the study. Well structured interview schedule was fixed with all the participants.
Printed questionnaire were used to record the response from respondents.

25
STATEMENT OF THE PROBLEM:

In this competitive world lot of multi level marketing companies are there in market and
they have variety of products and services line up as well. Some of them are going
successful and few of them are not doing well. This work is an attempt to study about a
store Easyday, which is a really successful branch of future group. But some of the
people are unsatisfied with navigation problem of Easyday.

Primary data:

Primary data are those which are collected a fresh and for the first time, and thus
happen to be original in character. It was collected through questionnaire and personal
interviews.

Secondary data:

The secondary data are those which have already been collected by someone else and
which have already been through the statistical process. The data were collected in the
form of company profile and produce profile from the web sites and news paper.
Some of the books were referred for theoretical concepts.

Sample Size: 100 respondents

Sampling Area: Batala

LIMITATIONS:

 Some of the respondents were not co operative.

 Time was the major constrain to collect the data.
 The study does not be able to cover the abnormal factors which are likely
to influence the satisfaction of the customer.

26
 ANALYSIS AND INTRPRETATION OF DATA

This chapter analysis customer feedback based on the data collected from the
sample respondent for the purpose of analysis. The universe of the study being
limited to Easyday in Batala. A random sampling model is used to capture the
opinion of the respondents. Factors used for the study are:

 Price of product
 Quality of product
 Assistance of Sales Person
 Ambience
 Variety of products available
 Range of products
 Offers at Easyday
 Display
 Facilities(AC, Trolley)
 Queue time at payment
 Assistance a delivery point
 Availability & charges of parking

27
1.GENDER

INTERPRETATION: From the above data we can say that female customer visiting
EASYDAY is 55% and male customer is 45%.

28
2.AGE

INTERPRETATION: From the above data we can say that visiting EASYDAY are 22-26
years old which means they are young age people interested in availing products giving more
discounts and offers, followed by 27% customer are 15-21 years old,20% are 27-34 years, 7% are
35-45 years,1% are 45 years and above.

29
3.OCCUPATION

INTERPRETATION: From the above data we can say that 41% are students,28% people
are salaried persons,20% businessmen,8% housewife,3% others.

30
4.Awareness about private brands

:
INTERPRETATION From the above data we can say that the most of the customer visiting

EASYDAY are aware about the EASYDAY brands I.e.97% customers are about the brand at
EASYDAY.

31
5. Through which media do you get awareness about and of season sale ?

INTERPRETATION: From above data we can say that the major source of awareness for
customers at EASYDAY is friends and relatives and SMS services provided by EASYDAY
i.e.32% so it should try and focus more on it by timely messages to the customers, followed by
17% by calling, 10% by hoardings and so on.

32
6. What comes in your mind when you hear about Easyday?

Particulars Respondents Percentage

Product quality 50 50%
Store Appearance and Atmosphere 05 05%
Discounts & Offers 38 38%
Price and terms of Payment 05 05%
Other 2 2%
Total 100 100%

INTERPRETATION: from the above chart it is clear that most of the customer are quality
conscious so EASYDAY should focus more on quality.

33
7. How frequently you shop at Easyday?

Particulars Respondents Percentage

Every week 05 05%
Once in Two week 18 18%
Once in three week 08 08%
Once in a month 69 69%
Total 100 100%

INTERPRETATION: from the above pie chart indicates that most the customer visiting
EASYDAY is once a month I.e.69%, 18% visits once in two weeks which is favourable for the
business.

34
8. Which section would you like most with respect to quality, price and variety?

Particulars Respondents Percentage

Grocery 50 50%
Kids 35 35%
FMCG 15 15%
Total 100 100%

15%

Grocery
50% Kids
FMCG
35%

INTERPRETATION: from the above pie chart indicates 50% of the customer like grocery,
35% of repondents like kids and 15% of respondents like FMCG product.

35
9. Product quality at Easyday

INTERPRETATION: from the above pie chart it is clear that brand and product availability
at EASYDAY is up to the mark. As out of 100 respondents 41 of them liked the excellent option
and 46 of them viewed it as good.

36
10. Are you satisfied with the service facility provided by the service staff?

INTERPRETATION: from the depicted chart it is clear that service provided by the staff
members is good, they are performing their duties well as 62% of the customer are satisfied with
the service staff facility.

37
11.How was your buying experience?

INTERPRETATION: the overall buying experience of the customer out ranks the
product and price. Here these chart clearly shows that 63 respondents out of 100 had
good buying experience which means they are satisfied with service, quality and
price of the product.

38
12. What kind of change do you expect In which of the below given you to change?

INTERPRETATION: from the above data it is clear that 23% respondents

expects change in green card facility and 17 respondents expects change in service
staff facility.

39
13. Are you satisfied with EASYDAY service department?

INTERPRETATION: From the above data we can say that 52 respondents out of 100 are
with service department as they marked it good,40% of them find it excellent which the service of
exchange, alterations are satisfactory.

40
 FINDINGS

Research findings of the study are:

1. Most of the Customers visiting the EASYDAY fashion & Retail Ltd. are females and the most
preferred Brand by the Customers is Honey.
2. From the above interpretation I have found that the most preferred Section is women’s i.e.51%
and 61% of the customers visit EASYDAY once in a month.
3. EASYDAY is a point of attraction to Customers due to discounts offered and schemes
provided by the store but the Customers did not find it Promising or satisfactory and wanted
enhancement in the Discounts.
4. Most of the Respondents visiting pantaloons did not find different sizes and footwear needs
improvement.
5. Employees at the EASYDAY were using the parking space of the mall and therefore
respondents were not getting enough space and therefore they were dissatisfied.

41
 SUGGESTIONS

 The company can carry out more promotional activities.

 Facilities given to the customers can be increased.
 New technologies can be implemented in all departments.
 Can implement an auto display as in Wal-Mart, about the product to help
the customers.

CONCLUSION

The concept of everything under one umbrella and competitive price brings more
customers to the store. From that we can understand that EASYDAY provides
quality products at low price and thus it justify the statement ‘Is se sasta aur
accha kahin nahi !’
The only problem which can be solved easily is about availability & facilities
(AC, trolley).
The customers are a little bit unsatisfactory that availability & facilities (AC,
trolley) are not up to their expectation.

42
 BIBLIOGRAPHY

BOOKS :
 Bhattacharya, D.K, Research methodology 2003,Excel books New Delhi, Edition 1st

JOURNAL/MAGAZINES/NEWSPAPER :
 Business world, 29th march 2007, page No. 35

 Fred Luthans, Organization Behaviour, Tata MC Graw Hill publications Pages 46-56

 Goldberg, M.E., Gorn, G.T., Gibson, W.1979. T.V message for snack and breakfast foods. Do they
influence children’s preference? Journal of Consumer Research. 5(4): 27-81

Websites:
 Feedback forms
 www.Futurebazaar.com
 www.Google.com
 www.Wikipedia.com

43
 QUESTIONNAIRE

Name:- _____________________
1. Gender:-
[A] Male [B] Female

2. Age:-
[A] 15-21 [B] 22-26
[C] 27-34 [D] 35-45
[E] Above 45

3. Occupation:-
[A] Housewife [B] Salaried Person
[C] Businessman [D] Student
[E] Other

4. Awareness about private brands

[A] Male [B] Female

5. Through which media do you get awareness about End of season sale?
[A] Newspaper [B] Hoardings
[C] Friends & relatives [D] Calling
[E] SMS

6. What comes to your mind when you mean about Easyday?

[A] Product quality [B] Store appearance and atmosphere
[C]Discount and offers [D] Price and terms of payment
[E] Other

44
7. How frequently you shop at pantaloons?
[A] Every week [B] Once in two weeks
[C]Once in three week [D] Once in a Month

8. Which section you like most with respect to quality, price and variety?

[A] Grocery [B] Kids

[C] FMCG

9. Brand and product availability at Easyday Is?

[A] Excellent [B] Good
[C] Average [D] Poor

10. Are you satisfied with the facility provided by the service staff?
[A] Highly satisfied [B] Satisfied
[C] Dissatisfied [D] Highly Dissatisfied
[E] Neutral

11. How was your Buying Experience?

[A] Very good [B] Good
[C] Average [C] Poor
[E] Very poor

12. What kind of change do you expect in which of the given below you expect
to change.
[A] Quality [B] green card
[C] Staff service [D] other

45
13. Are you satisfied with pantaloons service department? (exchange,
alteration, credit note,)
[A] Very good [B] Good
[c] Average [D] Poor
[E] Very poor

46
 Summer Training Project Report
On
“CUSTOMER SATISFACTION TOWARDS EASYDAY IN BATALA CITY”

Submitted to

I.K. GUJRAL PANJAB TECHNICAL UNIVERSITY

KAPURTHALA
In partial fulfillment of the requirement for the
award of degree of
Master of Business Administration (MBA)

Submitted by Supervisor
Sukhdeep Kaur Mr. Mandeep Singh
MBA (3rd Sem)
Univ. Roll No.1812233

DEPARTMENT OF MANAGEMENT
KHALSA INSTITUTE OF MANAGEMENT AND TECHNOLOGY
(BATCH 2018-2020)

47
 STUDENT DECLARATION

I, “Sukhdeep Kaur”, hereby declare that I have undergone my summer training at “Easyday” from
1/6/2019 to 18/07/2019. I have completed a research project titled “Customer Satisfaction
Towards Easyday” under the guidance of Mr. Mandeep Singh.

Further I hereby confirm that the work presented herein is genuine and original and has not been
published elsewhere.

_______________________
(Student name and Signature)

48
 FACULTY DECLARATION

I hereby declare that the student Ms. Sukhdeep Kaur of MBA (II) has undergone her summer
training under my periodic guidance on the project titled “Customer Satisfaction Towards
Easyday”.

Further I hereby declare that the student was periodically in touch with me during her training
period and the work done by student is genuine & original.

___________________________
(Signature of Supervisor)

49
 ACKNOWLEDGEMENT

It is tremendous pleasure for me to put forward the following project report on “CUSTOMER
SATISFACTION TOWARDS EASYDAY”. I am really grateful to all staff members for their
mind blowing guidance and path showing by letting a torch of knowledge in her field and in other
fields in which I was facing the problems during the whole course of this academic year. They
have been very helpful and our ever exploring person.

A feeling of elation insists us on expressing our heartiest thanks, deep sense of gratitude and
indebtness to our major advisor for their impeachable and vital encouragement, perceptive
enthusiasm, unstilted interest and untiring efforts, even in their busy schedule, who helped us in
preparing the project report, without which we could have never been able to complete this project
report.

I am also very thankful to Mr. Mandeep Singh for providing us an opportunity to have a
corporate exposure with Easyday. It is with the help of their valuable, suggestion, guidance and
encouragement that I am able to finish this project.

Sukhdeep Kaur
Roll No.1812233

50
 TABLE OF CONTENT

Certificate by Guide ii

Student Declaration iii

Faculty Declaration iv

Acknowledgement v

CHAPTER CHAPTER TITLE

NO.
1 Introduction to the company 1-19

2 Introduction to the research problem 20-23

3 Need, Objectives and Scope of the study 24

4 Research methodology 25-26

5 Data Analysis and Interpretation 27-40

6 Findings of the study 41

7 Suggestion and Conclusion of the study 42

8. References and bibliography 43

Appendix (questionnaire) 44-46

51
 LIST OF TABLES

TABLE NO. TABLE TITLE PAGE NO.

1 Gender of the respondents 28

2 Age of the respondents 29

3 Occupation of the respondents 30

4 Awareness about private brands 31

5 Source of awareness 32

6 Customer perception 33

7 Frequency of visiting 34

8 Quality, price and variety 35

9 Brand and product availability 36

10 Service staff facility 37

11 Buying experience 38

12 Expected changes 39

13 Service department 40

52
 LIST OF FIGURES

FIGURE NO. FIGURE TITLE PAGE NO.

1 Gender of the respondents 28

2 Age of the respondents 29

3 Occupation of the respondents 30

4 Awareness about private brands 31

5 Source of awareness 32

6 Customer perception 33

7 Frequency of visiting 34

8 Quality, price and variety 35

9 Brand and product availability 36

10 Service staff facility 37

11 Buying experience 38

12 Expected changes 39

13 Service department 40

53