SUMMARY

This is a comparative study between the two retail outlets Brand Factory and Mega mart carried
out in the city of Bangalore by the students of IFIM Business School. This study was carried out
with a small sample size of only 50 respondents and it cannot be used as a comprehensive study
to comment on the performance or market value of the respective stores.

The data was collected near Brand Factory situated on Hosur road and Mega mart situated in
Bommanhalli near Electronic city. Our group of 6 was divided into two subgroups of 3 each and
the respondents were surveyed. The main difficulty in carrying out the survey was asking the
respondents to spare a few minutes of their precious time to answer the questions on our
questionnaire. Another problem that the group faced was that we were informed that we needed
permission from the respective stores to carry out a survey in their premises; since we didn’t
have permission, we were asked to leave the premises. We then continued our survey outside
their premises.

We then consolidated all the data that was collected and the analysis forms the main part of this
report. We have used simple analytical techniques for our analysis. This report also contains a
brief introduction of the two stores followed by our research objective and methodology. The
report is concluded with our findings and suggestions.

We would again like to remind the reader that this is by no means a comprehensive study of the
above mentioned outlets but rather a simple comparative study carried out for academic grading
purposes only. The students are not liable for any misinformation or findings published in this
report.
 CONTENTS
 INTRODUCTION

 RESEARCH OBJECTIVE AND METHODOLOGY

 QUESTIONNAIRE

 ANALYSIS

 FINDINGS

 RECOMMENDATION
Brief introduction of the concerned outlets:

BRAND FACTORY:

1) The latest retail format introduced by the Future group.

2) Has stores in cities like Bangalore, Ahmadabad, Hyderabad , Pune and Delhi

3) Offers various brands under one roof including international brands at lower prices.

4) “Brand Factory” stores offer merchandise of well known brands like Arrow, Espirit, Van
Heusen, Louis Philippe, Levis, Titan, Lee, Pepe, Wrangler, Lee Cooper, Nike, Adidas,
Liberty, Red Tape, Reebok, Revlon and Maybelline under one roof.

5) Future group to set up 55 Brand Factories by 2010.

Mega Mart :

1) A retail venture of Arvind Limited, India's largest integrated textile manufacturer and a
leading branded apparel manufacturer& retailer.

2) Megamart is the largest player in this segment and has a network of 100 Megamart stores
spread across 41 cities.

3) . By keeping overheads and other costs to a bare minimum, it was able to pass on
maximum savings to customers.

4) . The Outlet Centre has on offer more than 130 of the top brands at discounts and offers
throughout the year.
RESEARCH OBJECTIVE AND METHODOLOGY:

OBJECTIVE:

1. To find the level of consumer satisfaction with the two outlets.

2. Awareness level of the two stores.

3. Best value for money among the two stores.

METHODOLOGY:

1. SAMPLE DESIGN:

We considered a very small sample of only 50 respondents for our survey because of
time constraints and because of the size of our research team which consisted of only 6
members. This is a cross sectional research and the data was collected over a period of
only one day.

2. FIELD PLAN AND DATES:

The survey was carried out at the respective stores of Brand Factory and Mega mart
situated on Hosur Road. This was done on a weekend as the footfall is generally more on
a weekend. We carried out the survey on 6th December.

3. ANALYSIS AND EXPECTED OUTCOME:

• Choice of retail outlet for shopping by the respondents.

• The frequency of shopping in the respective outlets.

• Grading of features of the respective outlets.

The analysis was carried using simple analytical techniques and the results are described in
this report.
 QUESTIONNAIRE
Dear Sir/Madam,

We are the student of IFIM B-School, Bangalore. We are doing a research on Mega mart
and Brand Factory to find out which one is the best one. This is completely for academic
purpose. Information provided by you won’t be disclosed . Thanks for your support.

1. When you think of buying clothes which retail outlet first comes to your mind?

a. Mega mart b. Brand factory c. others (specify)

2. How often do you go to retail outlet for shopping?

a) Once in month b) Half yearly c) When there is an offer

d) When needed e) others

3. On what basis do you select the above mentioned malls?

Mega mart Brand factory

a) Proximity

b) Brand Image

c) Pricing

d) Discount offers

e) Brand available

f) Others (specify)

4. Are you satisfied with the service provided ?

Yes No

5. If no, what would you like to be changed?

Mega Mart Brand Factory

a) Service

b) Location

c) Brand availability
d) Pricing

e) Lay out

6. Have you seen advertisements of the mentioned outlets ? Which one is the best ? Why ?

7. Which outlet do you think offers best value for your money ?

a)Mega Mart b)Brand factory

8. On scale of 1 to 5, how would you rate the two outlets? (1-High satisfaction ,2-good, 3-
average, 4-poor 5-Highly dissatisfied)

1 2 3 4 5

BRAND FACTORY

MEGA MART

ABOUT YOU:

1.What is your name?

2.what is your age?

3.what is your income?

a)<10000 b)10001-20000 c)20001-30000 d)30001>

THANK YOU
ANALYSIS:

Frequency of shopping:

We asked the respondents as to how often they went shopping; the summary of their responses is
illustrated by the pie chart shown above. The majority of the respondents said that they went
shopping only when the need arose, followed by respondents who said they went shopping once
a month. An interesting observation was that a vast majority of the respondents were in the
income range of 20,000-30,000, suggesting that income did not affect the frequency of shopping
of the respondents.

PREFERANCE OF RETAIL STORE:

Brand Factory was the preferred choice for 54% of the respondents surveyed and Mega mart had
a share of 34%. This preference was supported by qualities like:

1. Proximity

2. Brand image

3. Pricing

4. Discount offered

5. Brands available

RESPONDENT RATING:
The ratings given to Mega mart suggest that people are not satisfied with the outlet. Among the
consumers surveyed, 52% said that they were not happy with the outlet and 48% said that they
were satisfied. The main aspects which the respondents wanted the store to improve on were:

1. Brand availability

2. Service

3. Location

RESPONDENT RATING:
The ratings given to Brand Factory suggest a favorable opinion as 56% of the respondents are
happy with the services provided and 46% feel that the services provided are either average or
poor. The main aspect which is not in favour of Brand Factory is the location. Presently there are
only 2 outlets in Bangalore, one at Marthalli and the other on Hosur road.

By using SPSS:

Our null hypothesis was there is no significant difference between two Outlets at 95% level of
significance.
 ANOVA

RATING
Sum of
Squares df M ean Square F Sig.
Between Groups 5.780 1 5.780 4.178 .046
Within Groups 66.400 48 1.383
Total 72.180 49

VALUE FOR MONEY:

The respondents were asked to rate the two stores keeping in mind the aspect of value for money.
Out of the 50 respondents, 30 said that Brand Factory gave them good value for money, while
the remaining 20 vouched for Megamart.

AWARENESS THROUGH ADVERTISEMENTS:

Brand Factory has a greater awareness among the two through mediums like newspaper ads,
pamphlets and billboards. Mega mart is not far behind with almost 40% of the respondents
saying that they have seen the advertisement of Megamart.
 FINDINGS
From the above mentioned research we found out the followings

1. RATINGS: From the research we made we found that 30% people are rated good for
both the brands , 18% people are highly satisfied for Mega mart and 26% are highly
satisfied for Brand factory ,24% and 11% people are neither satisfied nor dissatisfied for
Mega mart and Brand factory respectively.11% people are highly dissatisfied for Mega
mart and 18% people are highly dissatisfied for Brand Factory.

2. VALUE FOR MONEY: Brand Factory has more value for money in comparison to
Mega mart .i.e 30% people feel that they get value for their money from Brand factory
and 20% people feel they get their value for money from Mega mart.

3. AWARENESS: Here also Brand factory has more awareness than Mega mart. That is
Brand factory has 30% and Mega mart has 20% awareness among the people.

4. FREQUENCY: From the study we found that people go for shopping when they need.
We found that 52% people go when they need , 12% go half yearly , 34% people go once
in a month that to when there is an offer.

5. PREFERENCE: We have found 54% people prefer to go Brand factory and 34 %

people prefer to go Mega mart and the rest prefers to go others retail shop or individual
shops .

As we were comparing between the Both Brand factory and Mega Mart we found Brand Factory
has more advantage than Mega mart. People prefer more Brand Factory than Mega Mart on the
above point view . So we can tell Brand Factory is the Best One.
RECOMMENDATIONS FOR ACTION :

To Mega Mart :

 From our research we found that Mega Mart is lacking its awareness so it should increase
the advertisement in order to increase the awareness among the people.

 It should also give importance to its service . It will be better for Mega mart if it will
increase the service .

 People feel that it has less brands are available there so it is suggested that it should keep
more and more verity of brands to attract people.

To Brand Factory:

 As we took Bangalore as our survey location we found that there are only two outlet of
Brand Factory . It’s suggested that in order to be in the same position it has to open more
outlet in Bangalore and simultaneously it will increase its customer .

 It should also keep its eye on the service provide by them and it should in crease the
service .