\

LAL BAHADUR SHASTRI INSTITUTE OF

MANAGEMENT AND TECHNOLOGY
BAREILLY.

WINTER PROJECT REPORT

On

"Impact on Advent of Easy day on local

Mom & Pop stores in Bareilly"

Under Guidance of : Submitted By :

Mr. Atul Srivastava Naman Rastogi

Assistant professor Roll No. 217031
PGDM 2012-14
 ACKNOWLEDGEMENT
We take this as an opportunity to thank all those without
whom the journey of doing our project would not have been
as pleasant as it has been to us. Working on our project was a
constant learning experience with all sweat and tear which
was its due but not without being richly stimulating
experience of life time.

For any project to be a success, it is very important to get the

right guidance and support which we got from our Faculty
Guide Atul Srivastava. We express our gratitude to my
faculty guide for inspiring us throughout the project.

We want to express our deep gratitude to our institution Lal

Bahadur Shashtri Institute of Management & Technology
Bareilly, for giving us the opportunity to undertake this
project and enhance our knowledge.

Finally we would like to convey our heartiest thanks to all our

well wishers for their blessing and co-operation throughout
our study. They boosted us every day to work with a new and
high spirit.

Naman Rastogi
 Index

I. Acknowledgement

II. Executive summary

III. Introduction

IV. Objective of the Study

V. Research Methodology

VI. Result & Interpretation

VII. Annexure

VIII. Findings & Recommendations

IX. Conclusion

X. Bibliography
 Executive Summary

This project is tries to get an insight of the IMPACT

ON ADVENT OF EASY DAY ON LOCAL MOM &
POP STORES in Bareilly.
This research would facilitate to bring out the qualities
and factors which influence consumer to buy form Easy
day and Local Mom & Pop stores. The data is being
collected from Primary sources. Primary research has
been conducted on 100 Customers of easy day as well
as local mom & pop stores through Questionnaire &
Personal interview. For fulfilling our research objective
we are majorly taken into consideration House makers.
This study analyze the customers response towards
Easy day. Thus data has been systematically analyzed
and presented in a justifiable manner for the better
presentation and good understanding of the viewer.
 Introduction

As customer’s tastes and preferences are changing, the market

scenario is also changing from time to time. Today’s market scenario
is very different from that of the market scenario before 1990. There
have been many factors responsible for the changing market scenario.
It is the changing tastes and preference of customer which has bought
in a change in the market. Income level of the people has changed;
life styles and social class of people have completely changed now
than that of olden days. There has been a shift in the market demand
in today’s world. Technology is one of the major factors which is
responsible for this paradigm shift in the mark. New generation
people are no more dependent on haat market and far off departmental
stores. Today we can see a new era in market with the opening up of
many departmental stores, hyper market, shopper’s stop, malls,
branded retail outlets and specialty stores.

Our study is based on a survey done on customers of a Department

store named Easy Day and Local Mom & Pop Stores. Our study is
on determining the customer’s buying behavior and the satisfaction
level of customers in Easy day & Local Mom & Pop Stores. Our
study emphasis on the impact on Local Mom & Pop Stores after
advent of Easy day in Bareilly. Will find out the current status of Easy
day and determine where it stands in the current market.

This market field survey will help in knowing the present customers
tastes and preferences. It will help me in estimating the customer’s
future needs, wants & demands.
 Objective of the Study

1) To find out the buying behavior of the customers coming

in to Easy day and local mom & pop stores in Bareilly.

2) To determine the current sales of Easy day.

3) To find out the customers response towards Easy day

and local mom & pop stores.

4) To study the satisfaction level of customers in different

attributes of Easy day and local mom & pop stores.

5) Determine the effect on current Sales of local mom &

pop stores after the advent of easy day.

6) To determine the customer loyalty towards Local mom

& pop stores.
 Company Profile

Bharti Enterprises is an Indian business conglomerate headquartered

in New Delhi, India, operating primarily across India and in some
other countries. It was established by Sunil Bharti Mittal. Bharti
Enterprises has businesses spanning across telecom, retail, financial
services, manufacturing and software. The company was founded
by Sunil Bharti Mittal along with two siblings in 1976. The company
was not so famous in India by its own name, rather its brand names
like Airtel and Beetel (PSTN Phone Sets) are household names in
India. The company underwent a brand reformation process and
changed its logo and corporate Image.

"Bharti Retail Ltd." is a wholly owned subsidiary of Bharti

Enterprises. Bharti Retail operates a chain of multiple format stores.
The company’s neighborhood format stores operate under the Easy
day brand and the compact hypermarket format under the “Easy day
market” brand. Recently the company has become more involved in
the food economic sectors, with a joint partnership in
the Agricultural company Field Fresh.

Easy day is an Indian retail brand that runs chains of consumer

retail Department stores. The brand is wholly owned by Bharti
Enterprises limited and is operated by its subsidiary, Bharti Retail
limited which is headquartered in New Delhi. The technical and
management support for the brand is provided by Arkansas, United
States based Wal-Mart Stores, Inc, which is the largest retailer in the
world.

The retail brand of Bharti retail Ltd, is all set to become one of India's
leading retailers. The easy day brand is built around the mission of
saving money for our customers by offering quality products at the
lowest price in the market.

At easy day, we aim to provide significant saving to our customers by

being low priced every day, which means that our customers can be
assured of saving every time they visit stores.
Easy day currently operates in 13 states - Jammu and
Kashmir, HimachalPradesh, Punjab, Haryana, Delhi, Uttarakhand, Utt
ar Pradesh, Rajasthan, Madhya Pradesh, Chhattisgarh, Maharashtra,
Karnataka and Andhra Pradesh in over 110 towns and cities. The
number of stores functional is 220 across three different
formats catering to about 76,000 people every day.

Product Categories in Easy day

A Easy day store sells groceries including fresh produce inclusive of :-

Fruits
Vegetables & milk Makeup
Cereals Shaving
Meat
Poultry Skincare items :
Dairy and baked products
Canned goods Health care items
Soups Apparel
Grains Hosiery
Snacks Shoes & accessories
Cookies Books and stationary
Chips Toys
Condiments Gifts
Beverages Kitchen ware
Sauces
Spices and Home improvement products :
Candy
Tools
Beauty products : Lighting &electronic accessories

Toiletries
Fragrances Items related to religion.
 Research Methodology
 Research design

o Descriptive research

This research provides data about the population being studied. But it can
only describe the "who, what, when, where and how" of a situation, not
what caused it. It describe the characteristics of a relevant group which
estimate the percent (%) of units in a specified Population to determine
the perception of product characteristics. It is used to make more specific
predictions.

 Primary source

Data observed or collected directly from first-hand experience. The data

which is collected first hand specially for the purpose of study. It is
collected for addressing the problem at hand.

 Research Tool

o Questionnaire

A set of printed or written questions with a choice of answers, devised

for the purposes of a survey or statistical study.

o Personal Interview

Technique for gathering information through face-to-face contact with

individuals. It provides the best opportunity to obtain information
through probing for clearer explanations.

 Sample Size : 100

 Type of sampling : Random sampling

  Place

The survey was conducted in different location in Bareilly city.

 Approach

The approach used by a surveyor for the project varies with the purpose
of the survey. Under this report, "Quantitative & Qualitative" approach
both are used as per the requirements of the survey.

 Statistical Tools

Representation of statistical data by diagram, graphs, charts or pictures is

more effective than tabular representation being easily intelligible to a
layman, indeed diagrams is most essential whenever it is required to
convey any statistical information to the general public.

I. Bar Diagram

Mode of diagrammatic presentation of data is the bar diagram. in this

method bar of equal width are taken for the different items of the series.
The length of the bar represents value of the variables concerned.

Result & Interpretation

Q1. Gender

70

60

50

40

30

20

10

0
Male Female

In our research we have the majority of females which is

78% and rest of them are male which is 22% as basically
shopping of household items is being done by females. So
they can give us appropriate response according to the need of
our research.
Q2. Age

45

40

35

30

25

20

15

10

0
Less then 20 21 - 30 31 - 40 More than 40

In our research according to age groups we have 2%

respondents of age Less than 20, 32% of age group between
21 - 30, 24 of age group between 31 - 40 and 42% of age
group More than 40.
Maximum number of the respondents i.e. (42%) are fall under
category of more than 40 these respondents are basically
home makers who go for grocery shopping for their
household.
Q3. Number of family member's

90

80

70

60

50

40

30

20

10

0
Less than 5 6 to 10 11 to 15 more than 15

According to Number of family members we have find out in

our research that 85% of the respondent are come under the
category of Less than 5 family members and other 14%, 1%,
& 0 are 6 - 10, 11 - 15, More than 15 respectively.

Which depicts that now-a-days there is a trend of nuclear

family and less of joint family.
Q4. Education ?

70

60

50

40

30

20

10

0
Primary Secondary Graduate Post-Graduate

According to education our major 64% respondent are come

under graduate category and 32% under post-graduate and
4% under secondary category.

We have done our research, keeping house makers as our

target respondent so majority of them are Graduates & Post-
Graduates. So they have knowledge to choose right product
from right place.
Q5. Occupation ?

70

60

50

40

30

20

10

0
Student Service Business Professional Housewife

In occupation we have the majority of Housewives i.e. 68%,

student 17% and service business and professional are 6, 4,
& 5% respectively.

Our most of the respondents were housewives as they were

our target respondent through which we came to know the real
picture.
Q6. Where do you shop for groceries most frequently?

70

60

50

40

30

20

10

0
Easy day Kirana Shop

Here 63% respondent said that they shop from Local Mom &
Pop stores and rest of them said for easy day.

As most of the respondents go for grocery shopping in Local

Mom & Pop stores as they feel they provide better services
keeping in mind the customer needs. And customers are loyal
towards Local Mom & Pop stores. As Local Mom & Pop
stores having old customer connect.
Q7. Why do you shop at Easy day ?

100
90
80
70
60
Strongly Disagree
50
40 Disagree
30 Neutral
20
Agree
10
0 Strongly agree

Most of respondents feel that they were satisfied with the

competitive prices ,choice of product and availability of
products and their favorite brand available in easy day but
they were not satisfied with the location of easy day.
Q8. Why do you shop at Local Mom & Pop stores?

100
90
80
70
60
Strongly Disagree
50
40 Disagree
30 Neutral
20
Agree
10
0 Strongly agree

Most of the respondents feel that they were satisfied with the
competitive prices ,choice of product, availability of product
and their favorite brand available in Local Mom & Pop stores
and more over they were satisfied with location also.
With reference to Question number 7 & 8

(I) Competitive Prices

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 28% are Strongly agree as

compared to Local Mom & Pop stores which is 5%, 47% are
agreed on easy day and 50% on Local Mom & Pop stores,
29% respondent of easy day and 42% of Local Mom & Pop
stores says they are neutral, 6 & 3% respondents of easy day
and Local Mom & Pop stores says they are disagree.

Most of the respondents were agreeing with the competitive

prices of easy day as they think easy day provide better
quality of product at reasonable price
(II) Choice of products

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 15% are Strongly agree as

compared to Local Mom & Pop stores which is 2%, 63%
agreed on easy day and 66% on Local Mom & Pop stores,
20% on easy day and 32% on Local Mom & Pop stores says
they are neutral, respondent of easy day and Local Mom &
Pop stores they are disagree at easy day at 2% .

Most of the respondents were agreeing with choice of

products offered in easy day as wide variety of products are
available there and it provides the best value for their money
in comparison to Local Mom & Pop stores.
(III) Availability of products

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 29% are Strongly agree as

compared to Local Mom & Pop stores which is 13%, 56%
agreed on easy day and 62% on Local Mom & Pop stores,
12% on easy day and 23% on Local Mom & Pop stores says
they are neutral, respondent of easy day and Local Mom &
Pop stores they are disagree as 6 & 2% respectively.

Most of the respondents were agreeing with availability of

products available in easy day, as it provide wide variety of
products in their store.
(IV) Location / Convenience

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 8% of respondent are Strongly

agree as compared to Local Mom & Pop stores which is
19%, 31% agreed on easy day and 71% on Local Mom &
Pop stores, 13% on easy day and 10% on Local Mom & Pop
store says they are neutral, respondent of easy day said they
are disagree at 48%.

Most of the respondents were disagreeing on the location of

easy day as they are not within the reach of everyone .
(V) Favorite brands

100
90
80
Strongly Disagree
70
Disagree
60
Neutral
50
Agree
40
Strongly agree
30
20
10
0
Easy day Kirana shop

According to this parameter 6% are Strongly agree as

compared to Local Mom & Pop stores which is 14%, 55%
agreed on easy day and 46% on Local Mom & Pop stores,
39% on easy day and 24% on Local Mom & Pop stores says
they are neutral, respondent of Local Mom & Pop stores said
they are disagree at 16%.

Majority of the respondents said that they get their favorite

brands available in easy day as well as Local Mom & Pop
stores also.
Q9. On average how often do you shop ?

35

30

25

20

15

10

0
Once a week More than once a Every 2 weeks Once a month or
week less

When we ask consumers that how often do you shop then

majority says 33% which is more than once a week, 24%
shop once a week, 28% shop by every 2 weeks and 15%
shop once a month or less.
Most of the respondents said that they shop once a week in
order to fulfill their basic requirements so these are the
important respondents in our research.
Q10. Does Easy day offer the best value for money?

45
40
35
30
25
20
15
10
5
0
Strongly Agree Agree Neutral Disagree Strongly
Disagree

When we ask respondents that easy day offer best value for
money then 41% of them are agreed & 18% are strongly
agreed, 30% neutral and 11% disagreed.

Most of the respondents feel that easy day offers the best
value for their money as (Ref. to question no. 7) the
respondent are agreed towards competitive prices of easy day
that depicts that easy day provide good quality of products at
reasonable price.
Q11. Does Easy day offer a wide product range?

70

60

50

40

30

20

10

0
Strongly Agree Agree Neutral Disagree Strongly
Disagree

According to this Question 18% are Strongly agree, 70%

agreed, 10% says they are neutral, and 2% are disagree.

As easy day having very wide range of products that's why

88% respondents agreed that as easy day provide wide range
of product under 1 roof as compare to Local Mom & Pop
stores like Grocery items, Skincare items, Home
improvement products, Beauty products, Items related to
religion, etc.
Q12. Which one is the most customer-friendly?

70

60

50

40

30

20

10

0
Easy day Kirana shop

Here 36% respondent said that they found Easy day is most
customer-friendly and rest of them said for Local Mom & Pop
stores.

Here, Most of the respondents feel that they find Local Mom
& Pop Stores more customer-friendly as they feel whenever
they need something in case of urgency, they are ones who are
great help to them. As they are near to them.
Q13. Where do you find more 'Discount offer' in
products?

80

70

60

50

40

30

20

10

0
Easy day Kirana shop

Here 79% respondent said that they find more discount offers
from Easy day and rest of them said for Local Mom & Pop
stores.

As easy day provide more discount offer in order to attract

more and more customers in their retail store mostly in
household items , it also provide seasonal, festival offers and
occasional offer.
Q14. Where do you find Good quality products ?

60

50

40

30

20

10

0
Easy day Kirana shop

Here 57% respondent said that they find Good quality

products from Easy day and rest of them said for Local Mom
& Pop stores.

Most of the respondents feel that they find good quality of

product in easy day as easy day has its own brand known as
“Great value” which sells a range of everyday-use product
like cereals, spices, tea, beverages, jams, ketchups, dry fruits
,Indian snacks, dish-wash bars etc. which mostly covers
everything.
Q15. Do you find any products easily in easy day but not
in Local Mom & Pop stores?

70

60

50

40

30

20

10

0
Yes No

Here 64% respondent said YES that they find products easily
available in easy day and rest of them said NO for Local Mom
& Pop stores.

Most of the respondents feel that they find products easily

available in easy day. As various brands and variety or
products are available in easy day like different varieties of
Soup, sauces, Frozen foods, soap, shampoo's, vegetable oil,
etc.
Q16. Where do you find good packaging of products ?

90
80
70
60
50
40
30
20
10
0
Easy day Kirana shop

Here 88% respondent said that they find good packing of

products from Easy day and rest of them said for Local Mom
& Pop stores.

Most of the respondents said that they find good packaging at

easy day as products are packed in a better way as compared
to Local Mom & Pop stores Like pulses, spices etc. you find
these goods are in good packing in easy day but not in Local
Mom & Pop stores.
 Annexure

Impact on Advent of Easy day on local Mom

& Pop stores in Bareilly.
This Questionnaire is the part of the course curriculum of our management subject
"Marketing Research". The purpose is to ascertain the effect of organized retail on
unorganized retail market.

[Tick ( ) the relevant below]

Name:

Q1. Gender
I. Male
II. Female

Q2. Age
I. Less than 20
II. 21-30
III. 31-40
IV. More than 40

Q3. Number of family member's

I. Less than 5
II. 6-10
III. 11-15
IV. More than 15

Q4. Education ?
I. Primary
II. Secondary
III. Graduate
IV. Post Graduate

Q5. Occupation ?
I. Student
II. Service
III. Business
IV. Professional

Q6. Where do you shop for groceries most frequently?

 I. Easy day
II. Local retailers

Q7. Why do you shop at Easy day ?

Strongly
Strongly
Agree Agree Neutral Disagree
Disagree

I. Competitive prices
II. Choice of products
III. Availability of products
IV. Location / Convenience
V. Favourite brands

Q8. Why do you shop at Kirana shop ?

Strongly
Strongly
Agree Agree Neutral Disagree
Disagree

I. Competitive prices
II. Choice of products
III. Availability of products
IV. Location / Convenience
V. Favourite brands

Q9. On average how often do you shop ?

I. I shop more than once a week

II. I shop once a week
III. I shop once every 2 weeks
IV. I shop once a month or less

Q10. Does Easy day offer the best value for money?

I. Strongly Agree
II. Agree
III. Neutral
IV. Disagree
V. Strongly Disagree
Q11. Does Easy day offer a wide product range?

I. Strongly Agree
II. Agree
III. Neutral
IV. Disagree
V. Strongly Disagree

Q12. Which one is the most customer-friendly?

I. Easy day
II. Kirana shop

Q13. Where do you find more 'Discount offer' in products?

I. Easy day
II. Kirana shop

Q14. Where do you find Good quality products ?

I. Easy day
II. Kirana shop

Q15. Do you find any products easily in easy day but not in Kirana shop ?

I. Yes
II. No

Q16. Where do you find good packaging of products ?

I. Easy day
II. Kirana shop

Any suggestion or feedback for the outlet which you are using :

Thanks for the Cooperation :)

*For the convenience of respondents we write "Kirana store" in place of "Local Mom & Pop Stores"

Findings & Recommendations

 I. Home delivery : Easy can also provide the facility of
home delivery, so it may help easy day to increase it's
sales.

II. Small packaging: Easy day can provide small packaging

of their products in small packets i.e less than 500gms.

III. Friendly staff: The staff can be more friendly towards

the customers.

IV. More staff: There should be at least one member in each

section & one member in each cash counter.

V. More stores: Stores can be open in other areas of

Bareilly like Rajendra Nagar, Civil lines.

VI. More space: Present store is bit compact in size as

compared to wide range of its products.
 Limitation's of Study
I. Customer are more loyal towards Local Mom & Pop
stores as easy day is opened just before 3 years, and
customer's purchase house hold items from Local Mom
& Pop stores for many years.

II. Sample size is not appropriate to draw a fruitful

conclusion.

III. Consumer preferences are partly divided.

IV. There are thousands of Local Mom & Pop stores but
there in only TWO Easy day stores in Bareilly.
 Conclusion
Easy day is a major retail store for today’s customers in
Bareilly. It is a place where customers find variety of products
at a reasonable price. Easy day has a good reputation of itself
in the market. It holds a huge customer base. The majority of
customers belong to service class family. The youth
generation (Hostlers) also likes shopping at easy day.

Easy day provides various kinds of goods like grocery,

stationary, food items, electronic items, crockery, chocolates
and many more. It competes with all the specialty stores of
different products which provide goods at a discounted rate all
through the year. It holds a large customer base and it seemed
from the study that the customers are quite satisfied with Easy
day. As if now there are 2 Easy day stores in Bareilly one in
Green park & in Rampur garden, it seems from our survey
that there is a vast growth of Easy day lying as customers
demand is increasing for Easy day.
The major drawback of Easy day is it's location and this may
discourage the customers to come to Easy day and shop.
 Bibliography
 Books
o Marketing Research : Churchill

 Internet Web Page

o www.bharti-retail.in
o en.wikipedia.org