A Project Report On Arambagh
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In Arambagh Food Mart In Bolpur Super Market
A Study Paper Submitted Towards the Partial Fulfillment of 3 Year BBA(H)Course Under West Bengal University of Technology Paper Submitted By: Avik Mandal, BBA (H) 3rd Year (6th Sem), Roll no: 16350061022 Reg No: 163205021001 of 2006-07
Bengal Institute of Technology & Management, Santiniketan
Acknowledgement
I am thankful to all the people who were patient enough to share their valued time and provided their valuable perception about the topic & to all the employees of ARAMBAGH Food Mart who co-operated throughout my market survey. I am also thankful to Prof. A. K. Baksi, Assistant Professor, Department of Management, BITM, Santiniketan, without whom this project work would not have been completed. I would also like to thank Dr. M. K. Shome, H.O.D, Department of Management , BITM, and Santiniketan for allowing me to do the project
Objectives of The Study My objective is, Consumers’ perception about buying products from ARAMBAGH Food Mart In Bolpur Super Market.
Scope of this project: 1. It will give information to prospective customers. 2. It will help us gain independent knowledge about the customer perception of the outlet(Arambagh Food Mart). 3. The study can help the companies get additional research information. 4. It facilitates evaluation of brand name & customer satisfaction.
INDIAN RETAIL SCENARIO
India ranks 1st for top international destination for retail investment. U.S $ 350 billion retail market. 96% market share is held by 12 million family run shops. 4th largest economy in purchasing parity terms after US , china & Japan. Retail sector will grow 35% in 2008.
Company Profile
Arambagh’s Food mart was started in the year 2000, in the concept of convenience stores of average 600-1000 sqft area . USP of the shop is good quality, below MRP price and location convenience. It has a market share of around 30% in organized retail in Kolkata. All the shops are managed by the company .
Organizational Profile
The foundation stone of Arambagh Hatcheries Limited was laid by Late Balai Krishna Roy in 1973 . At present the company’s turnover has reached to rupees two billions. Arambagh's chicken the most popular branded chicken in eastern India, sold raw, fresh, ready-to-cook, and, ready-to-eat items, through over 150 retail outlets to direct consumers. The immensely popular Arambagh's Foodmart, 25 convenience stores is one step ahead with over 6000 SKUs catering to wide requirements of consumers.
CONSUMER PURCHASE BEHAVIOR
FACTORS INFLUENCING CONSUMER BUYING PROCESS
Hierarchy of needs
Purchase Decision Process
METHODOLOGY OF STUDY Procedure: The procedure that was followed enlisted below: 1. Studying the product 2. Decision on objective needed to be work on. 3. Developing Survey instruments 4. Getting questionnaire filled through interacting with different Persons who visits Arambagh 5. Finally analyzing the data of various areas and trying to study about various influence factors.
Data Analysis & Findings
Q.1 Familiarity of the people with the brand name ‘ARAMBAGH’ 50 40 30 20 10 0
Yes
No
Findings: The above figure shows that every person (100%) is familiar to the brand name ‘ARAMBAGH’.
Q.2 The type of identity familiar to people: 25 20 15 10 5 0 Chicken item seller
Food Mart
Both
Findings: Above figure shows that 11(22%) people know ARAMBAGH as a chicken item seller, 24(48%) people know as a Food Mart. 15(30%) people says that they know ARAMBAGH for both.
Q.3 Are the customers’ satisfied with the products available here: 50 40 30 20 10 0
Yes
No
Can’t say
Findings: 42(84%) person says that they are satisfied with the product available here, 2(4%) persons says that they are’ not, & 6(12%) persons can’t say about that
Q.4 The type of product people normally buys here: 30 25 20 15 10 5 0
FMCG product
Grocery product
Chicken Product
All
Findings: Among the 50 person surveyed, 5(10%) person says that they buy FMCG products here, 3(6%) person says they buy grocery product, 13(26%) person says they buy chicken products, & 29(58%) says that they buy all the items.
Q.5 Price of the products available here: 35 30 25 20 15 10 5 0 High
Low
Average
Findings: 13(26%) people says that price of the products available here is high, 3(6%) person says that it is low & 34(68%) person says it is average.
Q.6 Quality of products available here: 35 30 25 20 15 10 5 0
Good
Poor
Satisfactory
Findings: 32(64%) person says that quality of the goods is good, 1(2%) person says that it is high & 17(34%) person says that it is satisfactory.
Q.7 Customer satisfaction level is: 30 25 20 15 10 5 0
good
Poor
Average
Findings: 52 %(26) people says that customer satisfaction level is good, 48%(24) people says it is average but nobody says it is poor.
Q.8 Does the customer get all of the required items here: 35 30 25 20 15 10 5 0 Yes
No
Findings: 66% (33) people says that they found all the required products here & 34%(17) says no.
Q.9 The stock level of the items available here: 30 25 20 15 10 5 0
Good
Bad
Average
Findings: 44 %(22) people says good about the stock level of items & 56%(28) people says it is average.
Q10 Does the customer get any kind of offers /discounts on buying products: 40 35 30 25 20 15 10 5 0
Yes
No
Findings: 80% (40) people says that they get offers & discounts on buying products here, & 20%(10) people says no.
Q.11 How much a customer buy on an average from ARAMBAGH: 30 25 20 15 10 5 0 Below 500
500-1000
Above 1000
Findings: The survey finds out that 40%(20) people buy less than 500 Rupees, 52%(26) people buys more than 500 but less than 1000 & 8%(4) people buy more than 1000 rupees.
Q.12 How frequently does a customer visit the shop: 40 35 30 25 20 15 10 5 0 Once in a week
Twice in a week
More than twice
Findings: 72%(36) people says that they visits the shop once in a week, 20%(10) people says they visit twice in a week, 8%(4) people says that they visit more than twice in a week.
Q.13 Are the customer eager to return to the shop: 50 40 30 20 10 0
Yes
No
Findings: 100%(50) people is eager to return to this shop.
Q.14 Characteristics of ARAMBAGH which are different from others:
It is a departmental store offering items of day to day use under a roof. It offers good quality of products in fair price, in some cases, below the MRP, a matchless balance between the both. It has a very good stock of products, & a large no of alternatives. Products are aimed towards the middle income group.
Limitations
Time was a limiting factor for the study in addition to cost and coverage of survey area which compelled to limit my survey.
Conclusion
After considering the graphical analysis we can draw a conclusion that consumers are satisfied with the ARAMBAGH Food Mart & they are eager to return to the shop & want to buy products here. Price of the products is very much competitive in the market but in some cases it is much lower than the market price. For this reason we can say that ARAMBAGH Food Mart in Bolpur Super Market is a shop offering every type of FMCG, grocery product, chicken product & other goods in a single roof. Consumers are very much satisfied on buying products here.
Some other initiatives by Arambagh:
In April’06 Arambagh has opened the first of its coffee shop & restaurant chain under the brand name Adda Bites. The concept is unique in the city – it is a blend of coffee shop and hangout place for young crowd as well as a restaurant serving chinese and continental foodAs the name suggests, it is a place for ‘Adda’ or pass-time for college and school groups and young couples seeking solitude.
The company started selling processed chicken in 1997 and a semi-automated processing plant of 1000 birds/hour capacity was set up in the year 2000 , expanded to 5000 birds/hour capacity in 2004. Processed chicken is sold through around 140 retail outlets in and around West Bengal, including exclusive chicken shops and foodmart. The approximate annual turnover of the chicken division is Rs 170 million.
THANK YOU
A Study Paper Submitted Towards the Partial Fulfillment of 3 Year BBA(H)Course Under West Bengal University of Technology Paper Submitted By: Avik Mandal, BBA (H) 3rd Year (6th Sem), Roll no: 16350061022 Reg No: 163205021001 of 2006-07
Bengal Institute of Technology & Management, Santiniketan
Acknowledgement
I am thankful to all the people who were patient enough to share their valued time and provided their valuable perception about the topic & to all the employees of ARAMBAGH Food Mart who co-operated throughout my market survey. I am also thankful to Prof. A. K. Baksi, Assistant Professor, Department of Management, BITM, Santiniketan, without whom this project work would not have been completed. I would also like to thank Dr. M. K. Shome, H.O.D, Department of Management , BITM, and Santiniketan for allowing me to do the project
Objectives of The Study My objective is, Consumers’ perception about buying products from ARAMBAGH Food Mart In Bolpur Super Market.
Scope of this project: 1. It will give information to prospective customers. 2. It will help us gain independent knowledge about the customer perception of the outlet(Arambagh Food Mart). 3. The study can help the companies get additional research information. 4. It facilitates evaluation of brand name & customer satisfaction.
INDIAN RETAIL SCENARIO
India ranks 1st for top international destination for retail investment. U.S $ 350 billion retail market. 96% market share is held by 12 million family run shops. 4th largest economy in purchasing parity terms after US , china & Japan. Retail sector will grow 35% in 2008.
Company Profile
Arambagh’s Food mart was started in the year 2000, in the concept of convenience stores of average 600-1000 sqft area . USP of the shop is good quality, below MRP price and location convenience. It has a market share of around 30% in organized retail in Kolkata. All the shops are managed by the company .
Organizational Profile
The foundation stone of Arambagh Hatcheries Limited was laid by Late Balai Krishna Roy in 1973 . At present the company’s turnover has reached to rupees two billions. Arambagh's chicken the most popular branded chicken in eastern India, sold raw, fresh, ready-to-cook, and, ready-to-eat items, through over 150 retail outlets to direct consumers. The immensely popular Arambagh's Foodmart, 25 convenience stores is one step ahead with over 6000 SKUs catering to wide requirements of consumers.
CONSUMER PURCHASE BEHAVIOR
FACTORS INFLUENCING CONSUMER BUYING PROCESS
Hierarchy of needs
Purchase Decision Process
METHODOLOGY OF STUDY Procedure: The procedure that was followed enlisted below: 1. Studying the product 2. Decision on objective needed to be work on. 3. Developing Survey instruments 4. Getting questionnaire filled through interacting with different Persons who visits Arambagh 5. Finally analyzing the data of various areas and trying to study about various influence factors.
Data Analysis & Findings
Q.1 Familiarity of the people with the brand name ‘ARAMBAGH’ 50 40 30 20 10 0
Yes
No
Findings: The above figure shows that every person (100%) is familiar to the brand name ‘ARAMBAGH’.
Q.2 The type of identity familiar to people: 25 20 15 10 5 0 Chicken item seller
Food Mart
Both
Findings: Above figure shows that 11(22%) people know ARAMBAGH as a chicken item seller, 24(48%) people know as a Food Mart. 15(30%) people says that they know ARAMBAGH for both.
Q.3 Are the customers’ satisfied with the products available here: 50 40 30 20 10 0
Yes
No
Can’t say
Findings: 42(84%) person says that they are satisfied with the product available here, 2(4%) persons says that they are’ not, & 6(12%) persons can’t say about that
Q.4 The type of product people normally buys here: 30 25 20 15 10 5 0
FMCG product
Grocery product
Chicken Product
All
Findings: Among the 50 person surveyed, 5(10%) person says that they buy FMCG products here, 3(6%) person says they buy grocery product, 13(26%) person says they buy chicken products, & 29(58%) says that they buy all the items.
Q.5 Price of the products available here: 35 30 25 20 15 10 5 0 High
Low
Average
Findings: 13(26%) people says that price of the products available here is high, 3(6%) person says that it is low & 34(68%) person says it is average.
Q.6 Quality of products available here: 35 30 25 20 15 10 5 0
Good
Poor
Satisfactory
Findings: 32(64%) person says that quality of the goods is good, 1(2%) person says that it is high & 17(34%) person says that it is satisfactory.
Q.7 Customer satisfaction level is: 30 25 20 15 10 5 0
good
Poor
Average
Findings: 52 %(26) people says that customer satisfaction level is good, 48%(24) people says it is average but nobody says it is poor.
Q.8 Does the customer get all of the required items here: 35 30 25 20 15 10 5 0 Yes
No
Findings: 66% (33) people says that they found all the required products here & 34%(17) says no.
Q.9 The stock level of the items available here: 30 25 20 15 10 5 0
Good
Bad
Average
Findings: 44 %(22) people says good about the stock level of items & 56%(28) people says it is average.
Q10 Does the customer get any kind of offers /discounts on buying products: 40 35 30 25 20 15 10 5 0
Yes
No
Findings: 80% (40) people says that they get offers & discounts on buying products here, & 20%(10) people says no.
Q.11 How much a customer buy on an average from ARAMBAGH: 30 25 20 15 10 5 0 Below 500
500-1000
Above 1000
Findings: The survey finds out that 40%(20) people buy less than 500 Rupees, 52%(26) people buys more than 500 but less than 1000 & 8%(4) people buy more than 1000 rupees.
Q.12 How frequently does a customer visit the shop: 40 35 30 25 20 15 10 5 0 Once in a week
Twice in a week
More than twice
Findings: 72%(36) people says that they visits the shop once in a week, 20%(10) people says they visit twice in a week, 8%(4) people says that they visit more than twice in a week.
Q.13 Are the customer eager to return to the shop: 50 40 30 20 10 0
Yes
No
Findings: 100%(50) people is eager to return to this shop.
Q.14 Characteristics of ARAMBAGH which are different from others:
It is a departmental store offering items of day to day use under a roof. It offers good quality of products in fair price, in some cases, below the MRP, a matchless balance between the both. It has a very good stock of products, & a large no of alternatives. Products are aimed towards the middle income group.
Limitations
Time was a limiting factor for the study in addition to cost and coverage of survey area which compelled to limit my survey.
Conclusion
After considering the graphical analysis we can draw a conclusion that consumers are satisfied with the ARAMBAGH Food Mart & they are eager to return to the shop & want to buy products here. Price of the products is very much competitive in the market but in some cases it is much lower than the market price. For this reason we can say that ARAMBAGH Food Mart in Bolpur Super Market is a shop offering every type of FMCG, grocery product, chicken product & other goods in a single roof. Consumers are very much satisfied on buying products here.
Some other initiatives by Arambagh:
In April’06 Arambagh has opened the first of its coffee shop & restaurant chain under the brand name Adda Bites. The concept is unique in the city – it is a blend of coffee shop and hangout place for young crowd as well as a restaurant serving chinese and continental foodAs the name suggests, it is a place for ‘Adda’ or pass-time for college and school groups and young couples seeking solitude.
The company started selling processed chicken in 1997 and a semi-automated processing plant of 1000 birds/hour capacity was set up in the year 2000 , expanded to 5000 birds/hour capacity in 2004. Processed chicken is sold through around 140 retail outlets in and around West Bengal, including exclusive chicken shops and foodmart. The approximate annual turnover of the chicken division is Rs 170 million.
THANK YOU
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