The Study of Customer Satisfaction Survey with reference to Spencer’s Retail

Ltd at Howrah Cluster

Reported Submitted by
Name: Sandipan Jana
Roll No: PG/VUOAP01/MBA-IIS No. 430
Institute: Bengal Institute of Business Studies
Company Name: Spencer’s Retail
Industry Mentor: Priyanka Chatterjee

This Project is Submitted for the Fulfilment of Masters of Business

Administration from Vidyasagar University

1
 PREFACE

I want to express my gratitude for the experience and practical knowledge that I gained
during the Summer Internship Project at Spencer’s Retail Ltd (An enterprise of RPG’s group). It
was my first experience when I went to the market not to buy anything but to do the work with the
organization and to Study of their business and a project given by their marketing manager ma’am
Ms. Priyanka Chatterjee that Customer Satisfaction Survey in Howrah Cluster with reference to
Spencer’s Retail Ltd. The basic need of this survey is to interact with customers and deep research.
On first day I was nervous, but because of the good image of the Spencer’s in the market the people
reacted positively and everything went well.

For accomplishment of the project report I think about the conditions and views and then I
used to compose the whole thing on computer. In making the project report theoretical knowledge
was needed more than the practical which was given to us by my professors in my institutes. In the
market the experience relating to the practical knowledge was very good which realized me about
the real conditions of the marketing.

The project flows logically consisting of market research, data collection method and
questionnaire. It hoped that the findings and the suggestions will help the company, confidently to
formulate its strategy in comparison to its competitors. I have enjoyed my summer internship at
Spencer’s and have learnt lots of new things, which will be helpful to me during my work in any
organization.

I thank Spencer’s for giving this opportunity at their office and being good to me all the time.

I am pleased to work in this esteemed organization. I have tried my best to make this
report a reader friendly & also did my level best to fulfil the objective of the summer internship
training.

Lastly, I am giving thanks to Bengal Institute of Business Studies’ family who gave me
their precious time to make project successful.

2
CERTIFICATE FROM THE COMPANY

3
 ACKNOWLEDGEMENT

Some Says “Managers are born and some says managers are made”. I was also in some
dilemma before commencing my Summer Internship Project. But after the successful
completion of my summer internship project, I came to know that managers are made if they
are guided properly and are motivated to work willingly towards fulfilment of specific goal.
It is with a sage sense of gratitude; I acknowledge the efforts of whole hosts of well-wishers
who have in some way or other contributed in their own special ways to the success and completion
of this summer internship project.
First of all, I express my sage sense of gratitude and indebtedness to
Rakesh Roy Chowdhury (AGM-Corporate Relations) of “Bengal Institute of Business Studies,
Kolkata”, from the bottom of my heart, for giving me the opportunity to work with the Spencer’s.
I sincerely express my thanks to our Marketing lecturer Prof. Aniruddha Banerjee for his
valuable guidance and intellectual suggestions during this project.
Also, I also express my sincere thankfulness to my mentor Alolika Srimani for their kind
advice, suggestions and constant help in a lot of various ways during project course.
Further I express my sage sense of gratitude to Ms. Priyanka Chatterjee, Marketing Manager
of Spencer’s Retail Ltd at Howrah cluster and Mr. Sanju Medda, Store Manager of Spencer’s
Ramrajatala Howrah who were kind enough to give an opportunity to work under their immense
expertise. I sincerely thank to both of them for their valuable suggestions, motivation and
encouragement. I express my thanks to the Spencer’s Staffs & their Supporting Team, for their
support and encouragement in bringing out this project report.
I would be failing in my duty if I don’t express my profound gratitude to the entire respondent
who has spent their valuable time to answer the questionnaire.
Last but not the least; I would also like to expand my thanks to all faculty members of Bengal
Institute of Business Studies, Kolkata, who have helped a lot during the course of my project.
Finally, I sincerely express my thanks to all my friends and the Staff members of Bengal
Institute of Business Studies, Kolkata for their support.

Sandipan Jana
(Roll No: PG/VUOAP01/MBA-IIS No. 430)

4
 DECLARATION

I, Sandipan Jana student of Bengal Institute of Business Studies Kolkata,

hereby declare that this project report entitled “Customer Satisfaction Survey with
the reference to Spencer’s Retail Ltd at Howrah Cluster” for Spencer Retail
Limited (A RPG Enterprise), Howrah, is a Bonafede record of work done by me
during the course of summer internship project work of MBA program and all
contents and facts are prepared and presented by me without any bias.

I also declare that it has not previously formed the basis for the award to me for any
degree/diploma associate ship, fellowship or other similar title, of any
Institute/Society.

Place: Spencer’s Retail Howrah Name: Sandipan Jana

Date: 21.06.2023

5
 TABEL OF CONTENTS

S PAGE No.
CONTENTS
8 EXECUTIVE SUMMARY

9 INTRODUCTION

11-16 SECTOR

17-20 COMPANY PROFILE & OVERVIEW

21-39 OPERATIONS

40 OBJECTIVE OF THE STUDY

41-57 SUMMER INTERNSHIP

58-60 RESEARCH METHODOLOGY

61-70 DATA ANALYSIS OBSERVATION AND FINDINGS

71 CONCLUSION

72 RECOMMENDATION

73 BIBLIOGRAPHY

74 ANNEXURE

6
Retailing – Customer is King
“A Customer is the most important visitor on our premises. He is not dependent on us.
We are dependent on him. He is not an interruption on our work. He is the purpose of
it. He is not an outside of our business. He is a part of it and we are not doing him a
favor by servicing him. He is doing us a favor by giving us an opportunity to do so.”
Mahatma Gandhi

7
EXECUTIVE SUMMARY

8
 INTRODUCTION

Retail is the sale of goods and services to consumers, in contrast to wholesaling, which is sale to
business or institutional customers. A retailer purchases goods in large quantities from
manufacturers, directly or through a wholesaler, and then sells in smaller quantities to consumers for
a profit. Retailers are the final link in the supply chain from producers to consumers. Shopping
generally refers to the act of buying products. Sometimes this is done to obtain final goods,
including necessities such as food and clothing; sometimes it takes place as a recreational activity.
Recreational shopping often involves window shopping and browsing: it does not always result in a
purchase.
Retail markets and shops have a very ancient history, dating back to antiquity. Some of the earliest
retailers were itinerant peddlers. Over the centuries, retail shops were transformed from little more
than "rude booths" to the sophisticated shopping malls of the modern era.
Most modern retailers typically make a variety of strategic level decisions including the type of
store, the market to be served, the optimal product assortment, customer service, supporting
services, and the store's overall market positioning. Once the strategic retail plan is in place, retailers
devise the retail mix which includes product, price, place, promotion, personnel, and presentation. In
the digital age, an increasing number of retailers are seeking to reach broader markets by selling
through multiple channels, including both bricks and mortar and online retailing. Digital
technologies are also changing the way that consumers pay for goods and services. Retailing support
services may also include the provision of credit, delivery services, advisory services, stylist services
and a range of other supporting services.
Retail shops occur in a diverse range of types and in many different contexts – from strip shopping
centres in residential streets through to large, indoor shopping malls. Shopping streets may restrict
traffic to pedestrians only. Sometimes a shopping street has a partial or full roof to create a more
comfortable shopping environment – protecting customers from various types of weather conditions
such as extreme temperatures, winds or precipitation. [relevance questioned] Forms of non-shop
retailing include online retailing (a type of electronic-commerce used for business-to-consumer
(B2C) transactions) and mail order.

Retailing in India is one of the pillars of its economy and accounts for about 10 percent of its
GDP.[1][2] The Indian retail market is estimated to be US$ 600 billion and one of the top five retail
markets in the world by economic value. India is one of the fastest growing retail markets in the
world, with 1.2 billion people.[3][4]
As of 2003, India's retailing industry was essentially owner manned small shops. In 2010, larger
format convenience stores and supermarkets accounted for about 4 percent of the industry, and these
were present only in large urban centers. India's retail and logistics industry employs about 40
million Indians (3.3% of Indian population).[5]

9
Until 2011, Indian central government denied foreign direct investment (FDI) in multibrand retail,
forbidding foreign groups from any ownership in supermarkets, convenience stores or any retail
outlets. Even single-brand retail was limited to 51% ownership and a bureaucratic process.
In November 2011, India's central government announced retail reforms for both multiband stores
and single-brand stores. These market reforms paved the way for retail innovation and
competition with multi-brand retailers such as Walmart, Carrefour and Tesco, as
well single brand majors such as IKEA, Nike, and Apple. The announcement sparked intense
activism, both in opposition and in support of the reforms. In December 2011, under pressure from
the opposition, Indian government placed the retail reforms on hold till it reaches a consensus.
In January 2012, India approved reforms for single-brand stores welcoming anyone in the world to
innovate in Indian retail market with 100% ownership, but imposed the requirement that the single
brand retailer source 30 percent of its goods from India. Indian government continues the hold on
retail reforms for multi-brand stores.
In June 2012, IKEA announced it had applied for permission to invest $1.9 billion in India and set
up 25 retail stores. An analyst from Fitch Group stated that the 30 percent requirement was likely to
significantly delay if not prevent most single brand majors from Europe, USA and Japan from
opening stores and creating associated jobs in India.
On 14 September 2012, the government of India announced the opening of FDI in multibrand retail,
subject to approvals by individual states. This decision was welcomed by economists and the
markets, but caused protests and an upheaval in India's central government's political coalition
structure. On 20 September 2012, the Government of India formally notified the FDI reforms for
single and multi-brand retail, thereby making it effective under Indian law.
On 7 December 2012, the Federal Government of India allowed 51% FDI in multi-brand retail in
India. The government managed to get the approval of multi-brand retail in the parliament despite
heavy uproar from the opposition (the NDA and leftist parties). Some states will allow foreign
supermarkets like Walmart, Tesco and Carrefour to open while other states will not.

10
 SECTOR

Retail sector: Retail became a buzz word in India before recession; in fact, the word
' booming'
was found only attached to this sector. But as recession took its toll, 99% of sectors went for
a toss including retail. The market has just started picking up and India is reclaiming to regain its
position in the retail segment. In a recent report, the authors of AT Kearney's 2009 global
retail development index said that India's largely unmodernised retail sector remained

attractive to both domestic and international retailers, in spite of government regulations that
prevent 100 per cent foreign ownership of retail stores. For most of the retailers like
Pantaloon, Vishal, Cantabil and Priknit, retail still continues to buzz everywhere in India with many
foreign brands coming in, whether it's the largest US retailer Wal Mart which opened
its first store, last month, in Punjab, in a joint-venture with Bharti Enterprises, Or Tesco and
Carrefour which are also planning joint venture stores. Even as corporates are expecting the new
Congress-led United Progressive Alliance Government at the Centre to open up fully FDI in retail
sector, a Parliamentary Committee has argued for a total ban on even the domestic heavyweight
corporates from entering retail trade in grocery, fruits and vegetables.
But overall if we see, the issue to be debated shouldn't be whether FDI in organized retail is
desirable, but what its impact would be on small retailers in the unorganized sector, and whether we
have policies to protect the vulnerable sections.
Organised Retail Sector: It was meant to revolutionize the way we shopped, spent, consumed and
lived. With its ‘Retail Revolution’, India was making an indelible mark on the global retail map. The
billion plus consumers and steady economic development were fuelling the growth of India’s $ 25
billion organized retail market. And the Indian blue-chip companies started to go the retailing way
— Bharti, Reliance, Tata, Mahindra, Aditya Birla Group and RPG — all were making the retail
foray. As the sector grew at the rate of 30-40% per annum over the last decade, India became the
preferred destination for global brands and retail
chains to cash in. But with the Q3 growth for FY2008-09 at 10-12% as against 35% of the previous
year accompanied with closures of Indian retailers, pulling out from certain cities and the Subhiksha
saga unfolding, the dismal story of revolution is now unravelling.

11
 .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
• MBO
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

12
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.
The Evolution of retail in India
India's Largest retail Chains:
1. PDS (Public Distribution System): 463,000
2. Post offices: 160,000
3. KVIC (Khadi & Village industries): 7,000
4. CSD (Canteen Stores Department) Stores:3,400
(Source business world marketing White book 2005)
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
Kearney’s seventh annual Global Retail Development Index (GDRI), in 2008. The share of retail
trade in the country’s gross domestic product (GDP) was between 8-10% in 2007. It is currently
12%, and is likely to reach 22% by 2010.
A McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian consumer
market is likely to grow four times by 2025. Commercial real estate services company, CB Richard
Ellis' findings state that India's retail market is currently valued at US$ 511 billion
Indian retail on the fast-track
• The Indian retail market is the fifth-largest retail destination
globally. It is estimated to grow from the US$ 330 billion in 2007 to US$ 427 billion by 2010 and
further US$ 637 billion by 2015. Indian retail showed a growth rate of 49.73% with a turnover of
US$ 25.44 billion in 2007-08 as against US$ 16.99 billion in 2006-2007.
• Retail contributes to 10 per cent of India’s Gross Domestic
Product and provides employment to 8 per cent of India’s 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.
GRDI
India ranked first for the third consecutive year on the Global Retail Development Index – 2007,
conducted by AT Kearney across 30 emerging economies. India is ranked as the most preferred
retail destination for international investors.
GCCI
India ranked first for the fifth time on the Global Consumer Confidence Index – June 2007,
conducted by The Nielsen Company. Indians were judged as the world’s most optimistic consumers,
with high financial confidence about their income for the next 12 months.

13
The contribution of retail sector to GDP has been manifested below:
Country Retail Sector's share in GDP (in %)
India 10
USA 20
China 8
Brazil 6
The analysts foresee bright future of the retail sector. A huge number of shopping malls, nearly 100,
have come up in the recent past, generating 20mn sq ft. retail space, extending more space of about
12mn sq ft to it. Nearly 60 malls are on the verge of completion and may be operational by the end
of current financial year. A forecasted number of nearly 200 malls, in a move to make additional
50mn sq ft of retail space, will be completed within the next two-years.
India retail industry is expanding itself most aggressively; as a result a great demand for real estate is
being created. Indian retailers preferred means of expansion is to expand to other regions and to
increase the number of their outlets in a city. It is expected that by 2010, India may have 600 new
shopping centers. 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 non- branded items. The global retail giants like Wal-Mart, Spar International, Tesco, K-
Mart/SEARS, Carrefour, ZARA, FCUK, Carrefour Group and The Home Depot, NEXT, Mother
Care, lKEA, Trussardi, DKNY and many more have made plans to march in the Indian market.
Companies like Spencer’s, Shoppers Stop, Trent, Reliance, Lifestyle, Pantaloons Tanishq,
Crossroads, Vishal and More already have planned to invest over Rs 5,000cr. Trent 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.
After partition, Reliance Industries Ltd (RIL) is substantially getting ready to enter in field of
retailing. RIL is poised to emerge as the single largest player in this sector. On the other hand,
Tosco’s, Wal-Marts or Safeway does ultimately enter in the country. So finally, Shoppers' Stops,
Westside, Pantaloons and West sides in coming years have will face stiff competition.

14
 MAJOR INDIAN RETAILERS: -
• RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper,
Spencer’s
Super, Daily, Express & Fresh

• Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central,

Fashion Station, Brand Factory, Depot, aLL, E-Zone etc.

• The Tata Group-Formats: Westside, Star India Bazaar, Steel junction,

Landmark, and Titan Industries with World of Titans showrooms, Tanishq
outlets, Chroma.

• K Raheja Corp Group Formats: Shoppers’ Stop, Crossword, Hyper City,

Inorbit

• Lifestyle International- Lifestyle, Home Centre, Max, Fun City and

International Franchise brand stores.

• Pyramid Retail-Formats: Pyramid Megastore, True-Mart

• Nilgiri’s-Formats: Nilgiri's’ supermarket chain

• Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount

chain.

• More-Formats: Supermarket chain and hypermarket chain

• Vishal Retail Group-Formats: Vishal Mega Mart

• BPCL-Formats: In & Out

• Reliance Retail-Formats: Reliance Fresh

• Reliance ADAG Retail-Format: Reliance World

• German Metro Cash & Carry: - Wholesale

15
 INTERNATIONAL RETAILERS: -

• The world's largest retailer, Wal-Mart, has tied-up with Sunil Mittal's Bharti Enterprises to enter
Indian retail market.
• Microsoft's first shop-in-shop pilot has been launched with the Tata Group subsidiary Infiniti
Retail's multi-brand consumer durables retail format, Croma.

• The Walt Disney Company, consumer product retailing arm of global animation giant, will soon
add 135 new stores to its existing 15 stores.

• World's leading coffee chain, Starbucks' enters India through a tie-up with the country's leading
multiplex operator PVR Limited.

• Apple Inc has entered into an exclusive marketing and distribution deal with Reliance
Retail through "iStore by Reliance Digital".

• Some of the international players that have already entered India include McDonald's, Pizza Hut,
Dominos, Levis, Lee, Nike, Adidas, TGIF, Benetton, Swarovski, Sony, Sharp, Kodak, Medicine
Shoppe among others.

16
 COMPANY PROFILE

Type: - Private Conglomerate

Founded: - Mumbai, India (1979)

Founder(s):- RP Goenka
Headquarters: - Mumbai, India

Key People: - RP 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 India’s 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 conglomerate’s major companies, subsidiaries and affiliates are…..

17
 Power

➢ •CESC
➢ •Noida Power Company Limited
➢ •Tyres / Tires
➢ •CEAT
➢ •CEAT Srilanka
➢ •Phillips Carbon Black
➢ •Harrisons Malayalam
➢ •Transmission
➢ •KEC International
➢ •RPG Transmission
➢ •Nitel

Technology

➢ •Zensar Technologies
➢ •RPG Cables
➢ •RPG Life Sciences
➢ •Raychem RPG

Retail

➢ •Spencer's Retail
➢ •Music World
➢ •Books and Beyond
➢ •RPG Cellucom
➢ •Entertainment
➢ •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.

18
Management

The RPG Management Board is the backbone of the conglomerate. Its members are highly
qualified professionals, well experienced in their respective fields.

Values
RPG’s business ethics promote higher levels of excellence. The group’s 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.

SPENCER'S RETAIL LTD

RPG Enterprises is not only one of the biggest, but also of the most respected names in the industry.
A US $ 3.25 billion dollars business conglomerate, RPG is one of the powerhouses that drive Indian
industry. With more than twenty companies, it spans six business sectors - Power, Tyres,
Transmission, Technology, Retail and Entertainment. With such a diverse portfolio, RPG
Enterprises has had unrivalled success which speaks very highly of the efficiency and vision with

19
which the group is run. Over the years, RPG Enterprises has built a huge reservoir of trust and
goodwill among the people of India. We at Spencer’s are truly proud to be a part of the RPG family.

About Spencer’s Retail Ltd.

Spencer’s Retail Limited, part of the Rs 13,500 crores RPG group, is one of India’s largest and
fastest growing multi-format retailers with 350 stores, including 35 large format stores across 60
cities in India. Spencer’s focuses on verticals like food and grocery, fruit and vegetables, electrical
and electronics, home and office essentials, garments and fashion accessories, toys, food and
personal care, music and books. Established in 1996, Spencer’s has become a popular destination for
shoppers in India with hypermarkets and convenient stores catering to various shopping needs of its
large consumer base. We are proud today of our 350 stores across 60 cities covering a retail trading
area of 1.3 million square feet and an astonishing 4.5 million customers a month. Spencer’s is one of
the earliest entrants into the retail space and literally introduced the Indian consumer to the concept
of organized retailing. In fact, the first ever hyper store in India was launched by Spencer’s at
Hyderabad in the year 2001. The journey onwards has been one of the most aggressive of all the
retail players in India. The company started its operations way back in the early 90’s 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. Spencer’s is on a high growth path.

20
 OPERATIONS

Spencer’s has retail footage of over 6 million square feet and over 350 Spencer’s 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
décor & home needs, office stationeries, soft toys. Besides, the stores also comprise book & music
retailing, electronic gadgets and IT accessories. On an average, a Spencer’s 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 non-food, 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.
Important Point:-
• 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
Spencer’s stores in 60 cities.
• Spencer’s 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 third award that the organization has received, three years in a row.
Spencer’s was awarded the Turnaround Retailer of the year 2006 at the India Retailers Forum, 2007
in Mumbai. And Most Evolved Retailer of the year 2007 at the India Retail Forum, 2008.
• With an immense amount of expertise and credibility,
Spencer’s Retail has become the highest benchmark for the Indian retail Industry. In fact, the
company’s continuing expansion plans aim to help Spencer’s Retail meet the challenges of the retail
industry in an even better manner than it does today.
New Ventures

21
• Spencer’s 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 Spencer’s 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 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.
• Spencer’s Retail currently employee’s 4,500 people and has
6 million square feet of space.
• In every financial year, Spencer’s 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.
• Spencer’s was the first to introduce the concept of music
retailing with "Music World" chain of stores, followed by "Books and Beyond"[Retail chain of

22
Book Stores] and "RPG Cellucom"[Retail Chain of Mobile Stores]. They are planning to setup
1,500 cellcoms and 400 Music Stores by 2010.
• Spencer’s has announced that it will very soon launch CRT
TVs under the brand name Yashika.
• Spencer’s 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.
Formats of Spencer’s Outlets

• Spencer’s has retail footage of over 2 million square feet and

over 350 Spencer’s stores in 60 cities.
• The company operates through the following formats:-

Spencer’s Hyper: -
A fast-growing retail network of hypermarkets with large format stores in Hyderabad, Mumbai,
Gurgaon, Ghaziabad, Lucknow, Calicut, Vizag, Vijayawada, Aurangabad, Durgapur, Kolkata,
Gorakhpur and Warangal. Spencer’s super: - One of the largest supermarket chains in the food and
grocery segment in India.
Spencer’s Daily: - Small format stores conveniently located with a range of products to meet daily
household needs.
Spencer’s Express: - Food and grocery store next door.
Spencer’s Fresh: - Spencer’s Fresh stores provide with an enjoyable convenient shopping
environment in very own neighborhood.
• The Spencer’s Hypermarkets are huge destination stores,
more than 25,000 square feet in trading area. Shoppers come here looking for fantastic deals across
all categories.
• Hypermarkets ensure a comfortable, clean, bright and
functional ambience to shop along with the convenience of finding everything under one roof at the
best value for money.

Spencer’s Super: -
• One of the largest supermarket chains in the food and
grocery segment in India.
• The Spencer’s Super is the place to go for weekly and
monthly shopping.

23
• About 8000-15,000 square feet in size, the Spencer’s Super
not only caters to the daily needs but also stocks Home care products, Personal care products,
Bakery, Chilled and frozen food, Baby care besides groceries and staples, Fresh fruits and
vegetables and many more............
Spencer’s Express: -
• Spencer’s express positioned as the food and grocery store
next door.
• These stores are around 1000 square feet in size. They are
open from 7 am to 9 pm and also provide with home delivery.
• The Express store stock dairy products, fruits and vegetable,
bread and bread products, cut vegetables/ready to cook, fruit juices, fresh butter, fresh coffee/tea,
fresh masalas, fresh pickles, fresh ghee, fresh fish and meat.

Spencer’s Daily: -
• Small format stores conveniently located with a range of
product to meet daily household needs.
• The Spencer’s daily store is a friendly neighborhood store,
which caters to the entire daily shopping need –from regular groceries to fresh food and also weekly
top-up shopping.
• About 4000-7000 sq ft in size and with a bright and friendly
atmosphere, Spencer’s Daily saves the hassle of bargaining with the local Kirana shop owners
because it offers the lowest possible prices.

Spencer’s Fresh: -
Spencer’s Fresh stores provide with an enjoyable convenient shopping environment in very own
neighbourhood. These 2000 square feet air-conditioned stores are well stocked with fresh food of the
very best quality, such as fresh farm produce, vegetables, fruits, milk, eggs, breads and much more.
With an impressive range and a clean, bright and hygienic ambience, Spencer’s Fresh is far better
than the regular sabzi mandi’s or local vegetable markets and at Spencer’s Fresh consumers not only
do get fresh, clean and tasty farm produce but also lowest possible prices in the locality, yes even
lower than sabziwala!

24
 DIFFERENTIATIONS

Spencer’s has chosen to differentiate by establishing itself as the preferred shopping destination for
young customers looking for a range of quality products that allows them to indulge in a global
lifestyle, yet at affordable prices. It’s brand image of - Makes Fine Living Affordable stands -
testimony to this philosophy. From daily to weekly to specialty shopping, Spencer’s strives to fulfill
every need and provide maximum convenience. Specifically, the following distinguish the Spencer’s
brand and create a memorable allencompassing shopping experience for its shoppers:

• Products – Spencer’s offers the widest assortment of food and lifestyle (fashion, home,
entertainment), dealing both, with brands and private labels. It has different special sections within
it’s hypermarkets to delight the customer • Quality – Quality is a major reason why Spencer’s is
well-regard by it’s shoppers. Spencer’s lays a huge emphasis on all-round quality in products, stores,
service standards, and customer engagement programs. It’s “Quality since 1863” tagline has stood
the test of time.
• Heritage – Spencer’s is India’s oldest retailer tracing its roots back to1863. The brand has many
firsts to it’s credits.
• Innovations/Specialty – In Spencer’s hypermarkets, the shopper can find specialty sections such as a
live bakery, the patisserie, a nut’s counter, a dedicated wine & liquor section, and Epicuisine.
• Promotions – Spencer’s seek to offer the right products at the right time at the right price, with
promotions carefully designed to suit the needs and wants of the consumers monthly, weekly and
daily shopping basket.
Brand Imagery – Spencer’s stores have contemporary and international interiors, and it's extensively
trained staff strive to make customers feel at home while they shop, with a welcoming and trusted
attitude.

25
 AMBIENCE

Throughout its long history, Spencer’s has been a recognized and respected player in the Indian
grocery business, and is synonymous with quality goods and services, trusted by India’s exploding
population of the upwardly mobile middle class.
Spencer’s has continually helped reshape the retail landscape in India, introducing a host of
innovations to make shopping an even more convenient and enjoyable activity for the consumer, by
creating an ambience that the consumer appreciates.

DESIGN PHILOSOPHY

Spencer’s designs its stores so as to deliver its brand promise in a sophisticated manner, thereby
differentiating itself from competition. Over the years, Spencer’s has built a loyal customer base and
a strong brand equity because of this.
Central to the retail design strategy is it’s unique brand positioning of ‘Makes Fine Living
Affordable,’ derived from its consumers’ transition from a price-conscious purchaser to a
globalminded, well-travelled citizen of the world who is looking out for authentic international
flavors and experiences. Spencer’s has consequently evolved from being just another grocery retailer
to being a world-class hypermarket retailer.
It’s philosophy translates to every element in the store:
Storefront Design – The store entrance resembles that of an entrance arch, leading in the shopper to
a world that is welcoming and exciting
Interior Design – To ensure that shoppers enjoy a warm, friendly ambience with an upscale look and
feel, the interiors are carefully chosen based upon the specific location of the store. The stores have

26
color-corrected lighting, carefully selected veneers and textures that complement the color palette of
the brand, thereby creating a fresh, cheerful, and expansive feel.
Shopfit Design – The emphasis is on attractive, space-efficient, and low-maintenance presentation of
modern, international goods alongside local products. The stores strive to drive product experiences
through hubs.
Graphics & Signage - Shopping at Spencer’s is a visual treat, enhanced by “Heritage boards” that
tell the Spencer’s history, curved signage featuring the signature “Makes Fine Living Affordable”
tagline, and category-specific color arches suspended over zones and departments to provide visual
relief and act as navigational aids.

Visual Merchandising Initiatives

At Spencer’s, visual merchandising is taken very seriously, with the objective of using theatre and
edutainment to depict Spencer’s as a retailer which ‘Makes Fine Living
Affordable’.
This is evident in the hotspots and focal points dispersed around the store, which carry thematic
product displays to welcome shoppers and give them the opportunity to absorb the ambience that
constitutes a ‘fine living” experience, before continuing their journey of exploration through the
stores.
It also extends to the presentation of merchandise in a store. Category-specific color-coding allows
easy navigation, while visual metaphors of “farm-fresh” and “Fine Living” drive home its brand
promise. Models of seafood, meats, breads, and cheese highlight the fish &meat and delicatessen
section.
BOARD OF DIRECTORS

27
 AWARDS

• COCA COLA GOLDEN SPOON AWARDS - 2016

• Spencer's Retail has won Coca Cola Golden Spoon Awards as the Most Admired Food & Grocery Retailer of
the Year for Merchandising, Marketing, Consumer Promotions & Customer Service at the India Food Forum
2016 held in Mumbai last evening. This is a special jury award given for significant achievement in the retail
industry in a particular domain.
• The award was received by Mr. Kuldeep Goyal on behalf of the company.
• HIGHEST JOB CREATOR IN THE EASTERN REGION AWARD
• Spencer's retail wins "Highest Job Creator in the Eastern Region" award at Retail India Summit organized by
Indian Chamber of Commerce.
•
• COCA COLA GOLDEN SPOON AWARDS - 2015
• Spencer's Retail wins Most Admired Food & Grocery Retailer of the Year: Efficiencies across retail
operations- Effective IT Application, Supplier's Chain Management, Merchandising, Marketing &
Promotions, Customer Service, Human Resource Policies/Initiatives etc." at the Coca Cola Golden Spoon
Awards (CCGSA, 2015).

28
CII NATIONAL AWARDS FOR FOOD SAFETY - 2014
Spencer's Retail wins Commendation Certificate for Strong Commitment to Excel in Food
Safety for Quest Hyper, Kolkata.

•
VISUAL MERCHANDISING & RETAIL DESIGN AWARDS 2014
Best VM & Retail Design in the category Hypermarkets ( >15,000 sq.ft), 2014.

•
COCA COLA GOLDEN SPOON AWARD
Most Admired Food & Grocery Retailer of the Year Award for Largest Expansion, Highest
Trading Density, & Same Store Sales Growth., 2014.

•
IMAGES RETAIL AWARDS
Most Admired Retail Company of the Year (East India) at the East India Retail Summit 2013.

29
•
HYPERMARKET RETAILER OF THE YEAR
Spencer's Retail wins the Most Admired Hypermarket Retailer of the Year @ Images Retail
Awards 2013.

•
RANKED 2ND
Ranked 2nd in India's most respected companies in Retail in a study conducted by Business
World in 2013.

•
IMAGES EXCELLENCE AWARD
For Pioneering Retail in East at the "East India Retail Summit Awards, 2011.

•
RANKED 3RD

30
Among the Most Trusted Brands in Retail. 2010 in the Brand Equity - AC Nielson Brand
Survey, 2010.

•
RANKED 47TH
Among Top 50 service Brands in India, 2010 in the Brand Equity - AC Nielson Brand
Survey, 2010.

•
SAP ACE AWARD
For Customer Excellence, 2010.

•
BEST PRACTICE AWARD
National FMCG meet, 2010.

31
•
VMRD AWARD
Spencer's was awarded the first runners-up in the Visual Merchandizing Category at the In-
store Asia, 2009.

•
FOOD FORUM OF INDIA

OWN BRANDS

Spencer’s own brands, commonly referred to as private label, offer a wide range of products
ranging from food to personal care to fashion to home utility items. Spencer’s Smart Choice,
Tasty Wonders, Clean Home and Maroon are some of its own brands which host a varied
choice that caters to the need of a modern household.
The Spencer’s own brands cover a lot of articles in the food space, including rice, pulses,
whole spices, dry fruits and nuts, sauces, instant noodles, breakfast cereals, honey, breads,
beverage, wafers, pickles, jams and cookies. Spencer’s is mindful of catering to local tastes,
and therefore its vegetable and fruit pickles are customized to regional flavors as well. It’s
personal care range includes items such as face wipes, tissues, baby needs, and hand wash,
while it’s home care range includes detergents, dishwashing soaps, toilet cleaners and floor
cleaners. Maroon is another of it's own brands, which provides premium home care solutions.
From cooking to serving, Maroon is your complete kitchen partner. Its assortment includes
premium storage and kitchen utensils, beautifully designed melamine ware, and foil wraps.
There are also smart backpacks and convenient travel accessories that Spencer’s sells through
its private label brands.
In the fashion and apparel space, Spencer’s offers both contemporary and classic looks
through its own brands, which cater to casualwear, loungewear, leisurewear, formal-wear,

32
and accessories such as leather items, casual jewellery and footwear. Some of the popular
private label brands are Island Monks, Mark Nicolas, Asankhya, Scorez, La Bonita and Island
Monks Kids.
Overall, the Spencer’s private brand ties into its positioning of Makes Fine Living Affordable,
and therefore all the products are conveniently priced and promise great quality.

Gourmet Food

Food

33
Home

Ethnic/Casual/Kidswear

Formal/Sportswear

Personal Care

34
WHAT SPENCER’S SELL

Food

Quality Choices were never so affordable!!!

Being a modern retailer, Spencer’s offers the widest variety and assortment of food choices
from all parts of India and across the world. The assortment is best suited for shoppers who
are willing to try out different cuisines.
Choice is available from the widest and freshest variety of fruits and vegetables, processed
and ready to eat food, exotic range of foods, staples, beverages, meal solutions, nuts, poultry,
dairy, savories and snacks, spices and condiments and everything that one may choose to
taste during the day.
A wide assortment for breakfast solutions, easy to cook or ready to eat meal solutions, regular
or diet food, organic assortment, the best of worlds cheeses, deli and cuisines hailing from all
parts of the world is available under one roof at Spencer’s.

• FRUITS AND VEGETABLES

• STAPLES

• BEVERAGES

• PROCESSED FOOD

• DIARY

• FISH AND MEAT

• SPICES AND CONDIMENTS

Home

• HOME DÉCOR

35
 • HOME FURNISHINGS

• BATHROOM ESSENTIALS

• KITCHEN ESSENTIALS

• DINING ESSENTIALS

• TRAVEL NEEDS

• TOYS AND STATIONERY

Personal Care

Look good and feel good with Spencer’s at the personal care section which offers solutions to
all your beauty and personal hygiene needs. This section offers a wide range of national and
international products that is of utmost importance for a healthy and youthful lifestyle.
• BEAUTY

• SKIN CARE

• HAIR CARE

• ORAL CARE

• BABY CARE

• MEN’S GROOMING

• PERSONAL HYGIENE

Electronics and Electricals

36
At Spencer’s, we strive to be the perfect companion for your home in this digital age. Walk
into one of our stores and browse over an array of home, kitchen and other electrical and
electronic appliances needed in every household today. From the latest in technology to the
choicest of brands, we make your life simpler and safer.

• HOME APPLIANCES

• KITCHEN APPLIANCES

• ELECTRICAL FEETINGS AND ACCESSIORIES

• DIGITAL EQUIPMENTS AND ACCESSIORIES

Fashion and Accessories

It’s time to create some space in your wardrobe! Shop till you drop at our fashion and
accessories section and walk out with a transformed look. At Spencer’s you will find
something for everyone, from trendy casualwear to sharp formals to elegant ethnic wear. Our
wide range of accessories and footwear will complete your ensemble.

• MEN’S CASUAL

• MEN’S OFFICE WEAR

• WOMEN’S CASUAL

• WOMEN’S ETHNIC

• INNERWEAR

• ACCESSORIES

• FOOT WEAR

Specialities

37
 • ORGANIC FOOD

• DIET FOOD

• PET FOOD

• BABY FOOD

• NUTS AND DRY FRUITS

• PARTY DELIGHTS

What Spencer’s do Differently

• PATISSERIE

• GOURMENT

• WINE AND SPIRITS

• TOBACCONISTS

• EPICUISINE

• NUTTY DELIGHTS

CAREERS AT SPENCER’S

Working At Spencer's

38
Spencer's Retail, one of India's most preferred multi-format retail chain, delights an astonishing 3.5
million customers every month by delivering on its brand promise - Makes Fine Living Affordable.
Since inception Spencer's has been a consumer-centric brand, constantly innovating, pioneering
formats, evolving over time but always keeping consumer needs and satisfaction center-stage. Back
in 1920, we were the first grocery chain in India. In 1980, we became the first supermarket chain,
and in 2001, we introduced India to the joys of hypermarket shopping. Today, our network of 120+
stores covers a retail trading area of 1 million square feet. None of this would have been possible
without our people.
And we apply the same parameters of high quality and a 3600 experience to your career too.
We invite you to explore a wide range of opportunities with Spencer's Retail.

Campus Programmes

UDAAN
Our Retail Management Trainees Programme is designed to give interns a thorough and holistic
understanding of the entire retail business and its various functional aspects, including Sales &
Marketing, Finance, Supply Chain, Merchandising, Operations, and Human Resources. Interns
generally work for 5 months as a part of a small cross-functional team, on at least 3 live business
projects that touch various areas of operation in the store. In the process, they are exposed to the
challenges of a complex business environment and encouraged to question the status quo. By the
end of the programme, they are ready to take their position as our "intrapreneurs", bringing a fresh
approach to managing.;
GROUP MANAGEMENT RESOURCES
It has beencalled the boot camp. But it is probably the most thorough preparation you can get for a
career in retail. It lasts 3 months, consists of intensive training and at the end of it your natural
abilities to lead, take calculated risks, and cope with the pressures of corporate life are considerably
enhanced. Group Management Resources recruits are normally Summer Interns who have done
exceptionally well in their summer projects, and have received pre-placement offers. Sometimes
those graduating from a Top-15 Business School are hired directly. Often placed into strategic areas
of business, this group is taken though a brief induction schedule and functional training before
being allocated to specific roles

39
 OBJECTIVE OF THE STUDY

➢ Customer Satisfaction Survey.

➢ To study about customer preferences and frequency of shopping.

➢ To understand the customer’s expectation from retail service provider.

➢
➢ Promotional activity for Hyper, Super & Daily store.

40
 SUMMER INTERNSHIP

The Summer Internship Programme is for first year management students, studying for an MBA
at a Top-15 Business School, looking to make a career in the retail sector. Clear our selection
rounds, and over the next 2 to 6 months, we'll give you every opportunity to learn all the things
Marketing book forgot to tell you. Do exceptionally well in the training period and we'll even
make you a pre-placement offer and give your career a flying start.

CATCHMENT ANALYSIS

Introduction about Howrah Cluster

Howrah is a bustling city on the opposite of Kolkata, across the River Hooghly. The city has
tremendous significance in terms of business and economy, not just in West Bengal but also in
the eastern part of India. The city is placed strategically and enjoys a number of benefits.

The suitable location of the city aids in better business facilities, thus boosting the economy of
the area. A large number of people are employed in this district.

These people are both local as well as those who have migrated from the other neighboring
states. The fact that Howrah is so important in terms of economy is proven by the fact that
thousands of families depend on this district for their livelihood.

Economic History of Howrah

41
Howrah has a pretty rich economic history. Since the city is located on the banks of River
Hooghly, a lot of factories have sprung up since the British days. Howrah had India’s first cotton
mill built in the year 1817. Since then, a large number of cotton and jute mills have been
established in this district. These industries need a lot of raw material which were transported
over the River Hooghly from other places.

In recent years, after the independence of India, a lot of iron and steel industries have also been
established in this district. The growth of business and industries was such that Howrah was
known as the ‘Sheffield of the east’ in the past. Though quite a few factories have close down in
the last few years, the business and economic prospects of the district are still quite robust in
nature.

Business Sectors in Howrah

In earlier days, the jute industry was a very flourishing sector in Howrah. Due to the fact that
Howrah is on the banks of River Hooghly, a lot of jute mills were established along the banks of
the river. Likewise, cotton mills came up as well.

As time went by, the local business men diversified to other sectors of business-like iron and
steel. There are big iron and steel factories in Howrah. Everyday huge amounts of business are
being carried out.

The real estate sector has seen a recent spurt as well. As Howrah is very close to Kolkata, the
land prices are shooting up quickly. Many prime real estate developers have entered the fray in
Howrah.

Shopping malls have come up in the last few years as well. The urban people are changing their
lifestyle and getting used to the western culture of shopping malls and entertainment. The
shopping malls have been doing great business as well.

Trade and Industry in Howrah

Howrah is a very suitable place for carrying out trade. The industry is very robust. It is very
convenient to bring raw materials from other parts of the country to Howrah by the efficient
Indian Railways. Howrah is one of the most important railway stations in India.

The business profits have been very good due to the cheap labor available as well. All these
factors have a cumulative effect on the flourishing trade and industry in Howrah.

By all these data we can find that this area is having good market opportunities retail
Supermarket.

42
 CATCHMENT MAPPING:

DISTANCE FROM
NEAREST RAILWAY
STORE ID STORE NAME FORMAT STATION

H100 BELUR HYPER 3.3KM

S085 SERAMPORE SUPER 2.6KM

D354 RAMRAJATALA DAILY 1.3KM

Spencer's Hyper Store Belur (H100)

The first Spencer's Hyper Store on the west bank of river Bhagirathi near Belur Math was
recently inaugurated by Swami Bodhasarananda, Sr. Monk and Assistant General Secretary of
the Ramakrishna Math & Mission and RP-Sanjiv Goenka Group's Retail Sector Head Shashwat
Goenka.

On the launch, Shashwat Goenka said, "The new 18000 sq.ft. hyperstore located at Rangoli Mall,
Belur, very close to Belur Math, is the 122nd store that Spencer's is operating in 35 cities of
India. We are very proud that every month Spencer's are attracting 3.7 million footfalls.―
Talking about its Kolkata operations, Goenka said, "Spencer's now have 10 Hyper Stores in West
Bengal, of which 7 are located in Kolkata, one each in Siliguri and Durgapur.

43
Giving further details, Mohit Kampani, Managing Director, Spencer's Retail said that the Belur
Spencer's outlet, spread over 18000 sq. ft., will be offering unique shopping experience to
citizens. Initially, 15,000 products at very affordable prices are on offer.

A Spencer's spokesman told the media that the popularity of Spencer's in Kolkata is steadily on
the rise. The Belur store, located closed to the iconic Belur Math, at Rangoli Mall is offering a
great range of merchandise at affordable price, including food and grocery, fresh food and
vegetables. Other food products at the store are fresh fish and meat, Dairy, chilled and frozen
products, as also a wide variety of processed foods.
According to a Spencer's spokesman, the store also has an assortment of apparel for men, women
and children, including footwear and accessories. Store manager Sudipta Saha confirmed that
the Belur store will be offering to shoppers a number merchandise that is not locally available
e.g. nearly 200 variants of nuts, dry fruits and spices, such as Californian Almonds, Walnut,
Raisins, Figs, Apricots, Pistachios, Pine nuts, Prunes etc. Also on offer is a wide range of over
100 variants of organic food products in fresh food as also staples.

MAIN CATCHMENT AREA

o Belur Dharmatala Road Howrah

o Girish Ghosh Road Belur
o Dharmatala Road Belur
o 106 Girish Ghosh Road Belurmath Howrah
o Rpf Barrack Liluah Howrah
o Ashutosh Mukherjee Road Belurmath Howrah
o Govt Clolony No 1 Chakari Howrah
o Lalbaba College Belur
o Belur Bazar Pata
o Ghosspara Bajar Near Post Office Tarunsangha

44
 Name Spencer's Hyper Store (H100)

Address Ground Floor, Forum Rangoli Mall, 212, Girish Ghosh Rd, Belur Math, Howrah,
West Bengal 711202

Contact 107596067663

Area Ground Floor, Forum Rangoli Mall, 212, Girish Ghosh Rd, Belur Math, Howrah,

City Howrah

Overall 🏅No. 1 out of at least 5 Hyper Market in Howrah

rank

No. 1
Popularity
rRanking

Spencer's Serampore Super (S085)

Serampore is a city of Hooghly district in the Indian state of West Bengal. It is a part of the area
covered by Kolkata Metropolitan Development Authority. It is a pre-colonial city on the West
bank of the Hooghly River.
Mahesh is a residential area & historical part of the city of Srirampur in the Indian state of West
Bengal. Its connected to Srirampur on one side & Rishra on another. The store is located on the

45
G.T. Road, Hooghly. We would be approximately serving 2.05 lakhs people with 25000 house
hold in primary as well as secondary catchment.
Our proposed new store is located in Mahesh, Hooghly, near Mahesh Lord Shri Jagannath
Temple. The store is on the main road with good visibility.
The catchment has well established mainstream & value competitors present, including Reliance
Smart Bazar, Reliance store25.
The store is located in the centre of the city surrounded by a mix residential & marketplace. The
city of Mahesh of is well connected by rail & road. Shrirampur Railway station is the nearest
railway station, which is 2.8 km from our store.

MAIN CATCHMENT AREA

o MAHESH COLONY
o BOSE PARA
o SUBHASNAGAR
o HOUSING COMPLEX
o NABAGRAM COLONY
o CHUTIR BAZAR
o MAHESH PHARI
o JAGANNATH MASIRBARI
o MANIKTALA
o B.P.DEY STREET
o GOPINATH CITY
o BELTING BAZAR
o SPORTING CLUB ROAD

Spencer's Ramrajatala Daily স্পেন্সার্ রামরাজাতলা

স (D354)

46
Spencer's Ramrajatala স্পেন্সার্ স রামরাজাতলা is located in Chakraberia, Howrah. Based on 247
online review(s), this Supermarket has a very good rating of 4.1 stars. There are at least 5
Supermarkets in Chakraberia, out of which this Supermarket has an overall rank of 1. Address of
the Supermarket is Abhishek Paradise, 21/3, Sastri Narendranath Ganguly Rd, Bhattacharjee
Para, Ramrajatala, Howrah, West Bengal 711104.

MAIN CATCHMENT AREA

o Santragachi Station Road Jagacha Gip Colony Howrah

o Dharsa Dakshin Para Po Balitikari Howrah West Benga
o Central School 711112
o Post G I P Colony Dt Howrah
o Gip Colony Howrah
o 96 12 Mani Lal Satpal
o Axis Bank Atm Ichhapur Canal Road Ichhapur Ps Jagacha Howrah
o Jagacha Charakdanga P O G I P Colony Howrah
o G T Road Near Dharsa Petrol Pump

47
STORE VIEW

FROM RANGOLI MALL

FRONT VIEW

48
 STORE VIEW SNAPSHOT

FASHION

49
FMCG FOOD & NON-FOOD

50
F&V AND STAPLES

51
 PROMOTIONAL ACTIVITIES DURING SIP DAYS

1.LEAFLET DISTRIBUTION

In an internet age, everyone thinks the way to go with your advertising spend is digital. Leaflet
Distribution benefits are still ignored by many. The truth is that leaflet distribution campaigns are
still one of the most effective formats to meet the goals of many advertising campaigns. Keep
reading for more information on how leaflet distribution can benefit an effective marketing
campaign.

Target Your Ideal Consumers

With a wide variety of sensitive demographics software, it is easy for a leaflet campaign
specialist to locate your target market. In addition to this, with the many distribution channels
available, your leaflets can meet your target audience effectively with little cost.

Cost Effectiveness
The cost per impression for leaflet distributions is markedly less than other advertising
techniques. Leaflet distribution has one of the highest response rates because of the creative
opportunities it gives. There is the ability to provide coupons, samples and other incentives
within your leaflets. So long as your leaflet has an effective call to action, your return on
investment can be exceptional.

Lasting Materials Leave Lasting Impressions

When you watch a television advert, the experience ends after your 30 seconds are up, this means
that an engaged consumer either must remember the information, or actively seek it elsewhere.
When your target market enjoys your leaflet, they can set it aside,
hand it on to a friend, or put it somewhere memorable so your marketing message is easily
accessible. This also offers opportunities for many impressions per leaflet. The more time your
target market spends with your key messaging, the more likely they are to take action and create
a successful return on investment for your marketing campaign.

Geographically Localised Campaigns

Targeting a local market can sometimes be difficult with other marketing techniques. Leaflet
distribution campaign solutions are perfect for targeting geographic locations. This is particularly
advantageous when you are trying to break into a new market

52
2.ADVERTISEMENT ON WHEEL/ E-RICKSHAW MIKING

There are many choices for marketing platforms these days. There are more traditional options
like print, TV, the radio, and billboard space. There are also a large number of options for
launching advertisements via the internet. Choosing the correct platforms for your marketing
campaign can be a challenge.

However, there is one option you may have not considered at all. This is advertising your products
or services via a vinyl car wrap. Car-wrap advertising can be an effective choice for many
businesses due to the distinct advantages car wraps have over other choices. Below are four
benefits of car-wrap advertising.

Mobility

Marketing can end up as a fixed investment. If you purchase billboard advertising space for a
month, you won’t be able to move that billboard if you aren’t producing any leads from that
location. With a car wrap, however, you’ll be able to move that advertising to wherever you
want. If one location doesn’t work out, you can try another.

Attention Grabbing

People are inundated with advertisements every single day. This includes on TV, on the radio, in
print, on the internet, and nearly everywhere else. Consumers have become so immune to e-mail
advertisements, for example, that they automatically filter them as “spam.” Vinyl car-wraps,
however, are not that common. Due to their uniqueness, they can still grab and hold people’s
attention long enough to transmit your marketing message.

Cost-Effectiveness

. Obtaining TV commercial airtime in perpetuity, for example, can cost a small fortune. You
won’t, however, have to make future payments to keep your car wrap.

53
3. HOARDING ADVERTISING ACTIVITY

Super-Sized Ad

Hoardings are one of the few media left which can dominate the mind of a human being by sheer
size alone. They are larger than life and very huge. Thus, they cannot be ignored by anyone
walking down the street. It is impossible to walk by/drive by hoarding and not glimpse at least
half of the message.

According to research by an advertising agencies, more than 50% of people who saw an ad on a
hoarding, remember the catchphrase printed on it. If you compare this with digital marketing,
where the engagement rate falls somewhere between 1-3%, this number is far superior
statistically.

Widest Audience Reach

Why do we advertise? Why do we run marketing campaigns? Why do we lay down elaborate
marketing strategies to generate higher sales revenues? The answer is simple, to reach your target
audience.

The best way to reach the highest target audience is hoarding. A hoarding allows you to reach
people of all genders, age groups, and class. It especially ensures that you capture the attention of
the middle class and the upper class (since this is where the majority of consumers lie on the
spectrum).

Even if your hoarding is for a niche target audience, for example, senior citizens, even youngsters
will see it and might inform the elders in their home about it. This is the power of a billboard in
India notes.

Leads Come to You

In all other marketing strategies and techniques, one must reach out to the leads. It is very rare to
witness leads coming to you by watching your video ad or a pop-up ad on Google. But in the
case of hoarding, the leads will come to your doorstep. There are many examples where
hoardings advertising has led to direct calls from customers or an increase in footfall at stores.

Even 100% of online sales companies like Amazon and Flipkart use hoardings to capture their
target audience. The hoardings design plays a vital role in making an impact on the minds of the
reader.

Our attention spans have shortened and only visual or graphics seem to grab our attention. Great
hoarding designs have short catchphrases and a clear call to action on them. This makes it easier
for the consumer to come to you directly without any middlemen involved.

54
The leads generated from hoarding advertisements are quality, qualified leads, which means,
these leads can be converted into sales immediately.

4.DOOR-TO-DOOR ACTIVITY
Done in nearest apartment (Vinayak apartment, Krishna apartment) .
No VAT
Leaflets are designated throwaway material by the government. As such, there is a zero percent
VAT rate on them. This will help offset the cost of acquiring the needed permits for in-person
distribution.
Cheaper manpower
Employing the time or one or two people to hand out leaflets is a lot cheaper than the ongoing
costs of digital advertising over even a short-term campaign.
Cheap production costs
You can design your leaflet yourself at home or, for best impact, hire a designer to create an
appealing leaflet for you. It is possible to print leaflets very cheaply even when using high-
quality printing paper.
In fact, ordering one extremely good leaflet to be printed in bulk could be the best single
investment in advertising your company could ever make.
Cheaper per word
Digital advertising has limited space and the continuing cost of paying for advertising online
could run in the thousands.
Compared to a single bulk production of a leaflet and the amount of information you can pack
into a single piece of A6 paper and you will soon come to appreciate the cost effectiveness of a
leaflet.
Visually appealing
Simpler is always better, particularly when you combine a crisp design with a bold colour
scheme. One leaflet should contain the name and/or logo of your business, contact information,
details of your services and, ideally, a picture.
This minimalist design contains the essentials, but you are not limited to just that. You could
include maps to your location, a little blurb explaining your company, perhaps even reviews.
Make sure there is plenty of clean space to avoid overcrowding your leaflet.
Flexible design
Leaflets can come in a range of sizes and shapes, giving you plenty of options when it comes to
your designs. Whether it be as a flyer, a menu-style folded leaflet, an accordion folded leaflet or
any other design offered by your chosen design company, the presentation of your leaflet will
depend on your chosen layout.
Targets specific demographics

55
The most common forms of distribution are through dropping leaflets through letterboxes or
handing them out in busy areas such as shopping centres, high streets, bus or train stations and
local events.
This helps you concentrate your marketing directly towards the group you wish to cater to.
There is no more effective way to reach your local audience than by directly handing your
leaflets to your potential.
When it comes to dropping leaflets through letterboxes you can tailor your drops to what you
are marketing. For example, if you are advertising a higher-end boutique you may want to
concentrate your advertising in places where the average income is higher than usual.
If you want to advertise a restaurant that is somewhat out of the way, you can concentrate
marketing in the area immediately surrounding the restaurant.
Engages your audience
You can directly talk to your customers, so do so. Ask for feedback and provides ways to
deliver it. Make sure that contact information is listed along with business hours and honour
them. If you say on your leaflet you will always respond, follow through on your promise.
One of the best ways to engage your customers is by including discounts, coupons or free
services for a limited time.
Always make sure the deadline for any such exchange is within a reasonable amount of time in
order to encourage potential customers to engage with your services when they have the time
and money for it.

56
MOTHER’S DAY MARKETING ACTIVITIES

57
 RESEARCH METHODOLOGY AND SCOPE OF THE STUDY

Research Methodology

The study is relied on 80% of primary data as well as 20% of secondary data.

The primary data is collected through personal interviews using structured Questionnaire. The
Secondary is collected from management of the Spencer’s Retail Ltd, various journals and
Internet.
Sampling Methods:

Probability sampling method or simple random sampling

Place: -

The research work was accomplished in Howrah.

Local Areas: -
Forum Rangoli Mall, 212, Girish Ghosh Rd, Belur Math, Howrah, 711202

Ramakrishna Mission, G.T. Road, po belur math, Howrah, 711202

78, Lala Babu Shire Rd, Belur Math, Howrah, 711202

136, Girish Ghosh Rd, Liluah, Howrah, 711204

208, Aurobindo Road, Bandhaghat, Salkia, Howrah, 711106

Sample size: -

My sample size is 100.

Time of completion of project: -

Total days of completion of project is 5 days.

Sampling design: -

For this project Convenience Sampling method is used. Method of data collection: -

We had to conduct two types of research one was Pen & Paper Method which we had to do on
our own for Spencer’s and had to submit to Mr. Sagar Ghosh (Area Sales Manager) and other
was for my SIP project purpose.

58
SOME SNAPSHOTS

59
 CUSTOMER SATISFACTION SURVEY

Customer satisfaction is the overriding factor for the successful operation. Sales of the supermarket can
grow when it makes its customers satisfied with the goods or services by best policy to fit customers’
requirement. So, it can be told that customer satisfaction is followed by customer revisiting or repurchasing.
They can also tell their acquaintances about products or services as good. Customer satisfaction and sales
might be linked directly, companies have to check the factors periodically such as quality, schedule, layout,
inventory and so on to lift customer satisfaction because even small factors that employees didn’t recognize
can affect consumer satisfaction enormously.

60
 DATA ANALYSIS CUSTOMER SATISFACTION SURVEY

Question for this parameter to the local people: -

1.DO YOU HAVE ANY BUYING EXPERIENCE FROM SPENCER’S?
A. YES B. NO

ANSWER NUMBER PERCENTAGE

YES 86 86%
NO 14 14%
DO YOU HAVE ANY BUYING EXPERIENCE FROM SPENCER’S?
NO
14%

YES
86%

YES NO

61
 2.AGE GROUP

AGE 18-30 31-45 46-60 61-70 70

GROUP ABOVE

NO. 24 31 18 15 12

18 to
70 Above AGE GROUP 30
12%
24%

61 to 70
15%

46 to 60
18% 31 to 45
31%

61 to
70
18 to 30 31 to 45
46 to 60 70
Above

62
3.GENDER
Observation/Findings: - We were going to find who will be our customer in that
catchment area and What will be their age group.

MALE FEMALE

56 44

GENDER

FEMALE
44%

MALE
56%

MALE FEMALE

63
4.WHERE DO YOU LIVE?

Apartment Standalone Own Rented

flat home

43 10 30 17

Observation/Findings: Buying behaviour of the people is different. So we ask

people where do they live. Who lives in apartment, their buying behaviour is slightly
different from who lives in flat and completely different from who lives in rented
house.

WHERE DO YOU LIVE?

Rented
17%

Apartment
43%

Own Home
30%

Stand alone Flat

10%
Apartment Stand alone Flat Own Home Rented
64
 5.PROFESSION
STUDENT GOVT. JOB PRIVATE BUSINESSMAN RETIRED

EMPLOYEE SECTOR

EMPLOY

20 8 27 29 16

Observation/Findings:- A student’s buying habit is totally different from a

retired person. A working person can spend much than a student

PROFESSION
Retired
16% Student
20%

GOVT. Job Employee

8%

Businessman
29%

Private Sector
Employee
27%

Student GOVT. Job Employee

Private Sector Employee Businessman
Retired

65
 6.HOW OFTEN WOULD YOU LIKE TO BUY FROM
SPENCER’S?

WEEKLY AFTER A MONTHLY AFTER 2 NOT

TO 3 OFTEN
FORTNIGHT MONTH

24 19 33 15 9

HOW OFTEN WOULD YOU LIKE TO BUY FROM SPENCER’S?

Not Often
9%

Weekly
24%

After 2 to 3 Month
15%

After A Fortnight
19%

Monthly
33%

Weekly After A Fortnight Monthly After 2 to 3 Month Not Often

Observation/Findings: Here we want to know that how often will the customer
come to our store to purchase. One who buy in a weekly manner his/her bill value
may lower than who will buy in a monthly manner.

66
 7.AS YOU’RE OUR OLD CUSTOMER, WHICH SPENCER’S
SECTION DO YOU LIKE MOST?

CHILLED STAPLES FMCG FOODS AND FISH

AND (DAILY AND VEGETABLES
FROZEN GOODS) MEAT
4 10 20 8 9

GENERAL FASHION ELECTRONICS PERSONAL LIQUOR

MERCHANDISE AND AND CARE
ACCESSIORIES ELECTRICALS
13 6 3 12 15

AS YOU’RE OUR OLD CUSTOMER, WHICH SPENCER’S SECTION

DO YOU LIKE MOST?
LIQUOR CHILLED AND FROZEN
15% 4%

STAPLES
10%

PERSONAL CARE
12%

ELECTRONICS AND
ELECTRICALS FMGG
3% 20%
FASHION AND
ACCESSIORIES
6%

GENERAL FOOD AND VEGETABLE

MERCHANDISE 8%
FISH AND MEAT
13%
9%
CHILLED AND FROZEN STAPLES
FMGG FOOD AND VEGETABLE
FISH AND MEAT GENERAL MERCHANDISE
FASHION AND ACCESSIORIES ELECTRONICS AND ELECTRICALS
67
PERSONAL CARE LIQUOR
 8.AS, YOU’RE OUR OLD CUSTOMER, WHICH THING DO YOU
LIKE MOST?

STORE PRODUCT OFFER DEALS STAFF CUSTOME PRICE

AVAIBI AVAIBILITY S R
LITY BEHAV
IOUR SERVICE
11 20 21 17 13 7 11

AS, YOU’RE OUR OLD CUSTOMER, WHICH THING YOU LIKE

MOST?

PRICE STORE AVAIBILITY

11% 8%

CUSTOMER SERVICE
7%
PRODUCT AVAIBILITY
21%

STAFF BEHAVIOUR
13%

DEALS OFFERS
18% 22%

STORE AVAIBILITY PRODUCT AVAIBILITY OFFERS

DEALS STAFF BEHAVIOUR CUSTOMER SERVICE
PRICE

Observation/Findings: As they were our previous customer they know about

our service. So we took general feedback from them

68
 9.

69
10.PLEASE RATE SPENCER’S

RATE SPENCER'S
1 to 2
8%
9 to 10
21%

3 to 4
18%

7 to 8
5 to 6
31%
22%

1 to 2 3 to 4 5 to 6 7 to 8 9 to 10

Observation/Findings: A general feedback of our service

70
 CONCLUSION

By making project report on “The Study of Customer Satisfaction Survey with

reference to Spencer’s Retail” I came across a large segment of Institutional Outlets

and tried to collect various information regarding the same topic. It was really a vast and

knowledgeable experience for me to go through this survey. After studying and analysing the

data I conclude that:

• We need to do a detailed market survey to run a new marketing campaign.

• Also, we have to think for an effective marketing plan.

• We have to remember the population demographics in such area.

• Business environment in that locality.

71
 RECOMMENDATION

• Fast moving consumer goods (FMCG) or daily used items should be available in a
greater number of varieties because customers of Howrah complain regarding this
and FMCG product should be placed near exit door as customers can purchase the
daily use items at the time of exit, which can directly increase the sales of
Spencer’s as done in other retail outlets.
• Most of the customers believe that stock is not updated and no offer schemes are
provided by Spencer’s 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
• Customer of Spencer’s Serampore Outlet, say that Spencer’s 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 Spencer’s 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.
• People generally search for the product on offer so the high margin product should
be up fronted that mean those items should be in the eye height so that it easily
catches the customers’ attention and generates impulse purchase.
• Customers are very eager to know about offers, discount schemes provided by
Supermarket’s/Spencer’s then Spencer’s should do better marketing for creating awareness about

offers and discount schemes.

• Billing should be fast because customers don’t want to stay in the store after
purchasing the products.

72
 BIBLIOGRAPHY

www.google.com
http://www.spencersretail.com/
https://en.wikipedia.org/wiki/Spencer%27s_Retail
www.retailindustry.com

73
 ANNEXURE

1.DO YOU HAVE ANY BUYING EXPERIENCE FROM

SPENCER’S?

2.AGE GROUP?

3.GENDER?

4.WHERE DO YOU LIVE?

6.HOW OFTEN WOULD YOU LIKE TO BUY FROM SPENCER’S?

7.AS YOU’RE OUR OLD CUSTOMER, WHICH SPENCER’S

SECTION DO YOU LIKE MOST?

8.AS, YOU’RE OUR OLD CUSTOMER, WHICH THING DO YOU

LIKE MOST?

9.AS, YOU’RE OUR OLD CUSTOMER, PLEASE FEEL FREE TO SAY

WHICH THING SPENCER’S NEED TO IMPROVE?

10. PLEASE RATE SPENCER’S OUT OF 10

74