A Study on Promotional Strategies Adapted for Btl Sales with Reference to Max Retail”

Project Report on

“A STUDY ON PROMOTIONAL STRATEGIES ADAPTED FOR BTL SALES WITH REFERENCE TO MAX RETAIL”

C.PRUDHVI RAJ REDDY

(USN: 1NH14MBA23)

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

In partial fulfilments of the requirements for the award of the degree of

MASTERS OF BUSINESS ADMINISTRATION

Under the guidance of

Internal Guide: External Guide:

Dr.Sheelan Mishra Vishnu Ramaswamy Professor Marketing Manager Department of MBA Bangalore NHCE, Bangalore

Department of Master of Business Administration

New Horizon College of Engineering

Outer Ring Road, Marathalli, Bangalore-560103

ACKNOWLEDGEMENT

I wish to pledge and reward my deep sense of gratitude for all those who have supported and encouraged me to make this project come alive.

am gratefully indebted to my Internal Faculty Guide Dr.Sheelan Mishra at New Horizon College of Engineering, for encouraging me and for his constant support throughout the course of the project and helping me complete it successfully.

A special note of gratitude goes to my External Guide Mr. Vishnu Ramaswamy, Marketing Manager at Max retail., Bangalore for providing me an opportunity to work in this corporate exposure and for his support and guidance in this endeavour.

I would like to express my heartfelt gratitude to thank Dr. Manjunatha, Principal at NHCE for his valuable suggestions and moral support throughout the course of my project.

I wish to thank Dr. Sheelan Mishra, HOD, Dept. of MBA, NHCE for helping me to work on my project. I finally thank my family and friends for their constant support and guidance.

C.PRUDHVI RAJ REDDY

(1NH14MBA23)

CONTENTS

CHAPTER-1 INTRODUCTION 1-6 CHAPTER-2 INDUSTRY AND COMPANY PROFILE 7-16 CHAPTER-3 THEORITICAL BACKGROUND OF THE 17-24 STUDY CHAPTER-4 DATA ANALYSIS AND INTERPRETATION 25-52

CHAPTER-5 FINDINGS,SUGGESTIONS AND 53-56 CONCLUSIONS BIBLIOGRAPHY ANNEXURE

LIST OF TABLES

Table No. Page Contents No. 4.1 Table Showing the age group of the respondents 24 4.2 Table Showing the number of respondents are the resident of Bangalore 26

4.3 Table Showing the percentage of the respondents who have visited Max Outlet. 28 4.4 Table Showing the expenditure amount on purchasing clothing 30 4.5 Table Showing weather the respondents have received promotional mail or SMS 32 from Max Fashion 4.6 Table Showing weather the respondents have seen live events sponsored by Max 34 Fashion. 4.7 Table Showing what attracts the respondents to buy apparel in Max Fashion 36 4.8 Table Showing the different BTL promotional activities which influence on the 38 buying behaviour. 4.9 Table Showing how good the respondents observe discount boards and offer 40 display boards in Max Store. 4.10 Table Showing weather the respondents have participated in any BTL live events 42 done by Max Store. 4.11 Table Showing weather the in-store BTL activities would influence the purchase 44 behaviour of the employees. 4.12 Table Showing how strongly the respondents suggest Max Fashion in their circle 46 4.13 Table Showing whether the offer at Max Fashion is attractive for the respondents. 48

4.14 Table showing cross table for visited Max store and categories of clothing 50 purchased

4.14.1 Table showing chi-square for visited Max store and categories of clothing 51 purchased

LIST OF GRAPHS

Table Page No. Contents No. 4.1 Graph Showing the age group of the respondents 25 4.2 Graph Showing the number of respondents are the resident of 27 Bangalore 4.3 Graph Showing the percentage of the respondents who have visited 29 Max Outlet. 4.4 Graph Showing the expenditure amount on purchasing clothing 31 4.5 Graph Showing weather the respondents have received promotional 33 mail or SMS from Max Fashion 4.6 Graph Showing weather the respondents have seen live events 35 sponsored by Max Fashion. 4.7 Graph Showing what attracts the respondents to buy apparel in Max 37 Fashion. 4.8 Graph Showing the different BTL promotional activities which 39 influence on the buying behaviour. 4.9 Graph Showing how good the respondents observe discount boards 41 and offer display boards in Max Store. 4.10 Graph Showing weather the respondents have participated in any BTL 43 live events done by Max Store. 4.11 Graph Showing weather the in-store BTL activities would influence 45 the purchase behaviour of the employees.

4.12 Graph Showing how strongly the respondents suggest Max Fashion in 47 their circle 4.13 Graph Showing whether the offer at Max Fashion is attractive for the 49 respondents.

EXECUTIVE SUMMARY

The below the line marketing (BTL) plays a vital role in marketing the products and creates a more brand awareness to the customers by advertising in store activities, promotional events, reward points to increase the footfall of the customers and BTL promotional activities is the best way in marketing to increase the sales.

The fundamental point of BTL correspondence is to create private association with the client, and to rouse them to address us. So we can show particular data to our customers, and we can present oddities in an exceptionally lovely manner.

This research deals with “A STUDY ON PROMOTIONAL STRATEGIES ADOPTED FOR BTL SALES AT MAX FASHION”. The primary purpose of this research is to study and understand effectiveness of BTL strategies and its influence on customer buying decision with respect to apparels at Max Fashion. Exploratory research methods had been adopted to conduct the study, where sample size taken was 100 of Max fashion commercial street branch only.

The data collected was a mix of primary and secondary data, where primary data was collected by using one or more appropriate methods such as interview and questionnaire and secondary data from various sources such as, company sites and documents, research papers and other materials were collected from books and internet.

Study had certain limitations, Access to all data was restricted by company administration and Customer ignorance was also an issue. Chi-square test is implemented to test the hypothesis. Findings, implication and recommendation based on the analysis are stated.

Then the study concludes by stating that Development is conjecture for the Indian's design retailing market as customers keep on putting resources into the business. Likewise, it is anticipated that as the economy recoups customers will be even less mindful of respect to obtaining extravagance things

On the whole “Happy retailing” will be successful like always.

CHAPTER-1

INTRODUCTION ON INTERNSHIP

ABOUT THE INTERNSHIP:

Entry level position is an ordeal who works in a transitory position with an accentuation on- the-preparation instead of only business, making it like an apprenticeship Internships give chances to understudies to pick up involvement in their field, figure out whether they have an enthusiasm for a specific profession and make a system of contacts. An intern may get paid, unpaid, partially paid which is called stipend.

My internship was carried on for a period of 10 weeks as per VTU. This is the partial completion of my Masters Degree MBA (marketing) and the project was done in MAX fashion Landmark Group yemaluru titled on “AN EXPLORATORY STUDY ON PROMOTIONAL STRATEGIES ADOPTED FOR BTL SALES AT MAX FASHION “.The below the line marketing (BTL) plays a vital role in marketing the products and creates a more brand awareness to the customers by advertising in store activities, promotional events, reward points to increase the footfall of the customers and BTL promotional activities is the best way in marketing to increase the sales.

TITLE OF THE STUDY:

“A STUDY ON PROMOTIONAL STRATEGIES ADAPTED FOR BTL SALES WITH REFERENCE TO MAX RETAIL”

STATEMENT OF PROBLEM

 The research study in connection to BTL activities which has been done to understand the strategies related to promotion techniques of the company in order to increase foot falls in the store. Where the focus is to find how effectively BTL promotion of MAX FASHION has influenced in purchase decision making of the customer.

OBJECTIVES OF THE STUDY:

 To think about different limited time methodologies with unique reference to BTL systems at Max design.  To analyze the effectiveness of BTL strategies at Max Fashion.  To study customer buying decision with respect to apparels at Max Fashion.  To suggest various strategies for improving promotional activities with respect to Max Fashion.

NEED OF THE STUDY:

 To identify which type of promotion strategy is influenced to the customer to purchase the product.  To know whether consumers are aware of Max promotional activities (BTL).  To identify how the customers purchase decision change.  To find how did BTL activities boom so fast and what future holds for retrial industry.

SCOPE OF THE STUDY:

 The project needs to find out up to which point the BTL promotion has influence.  The project needs to find out, what are the new trends are emerging in the promotional strategies.  The project was conducted on the target audience of Max fashion for the geographical region Bangalore.  The respondents used for this project is limited to 100.

RESEARCH METHODOLOGY:

RESEARCH DESIGN

I have utilized different instruments of exploratory examination in my undertaking. This exploration is done to gather clear up the way of the issue. The apparatuses utilized are experience reviews, top to bottom meetings, optional information examination.

QUESTIONNAIRE DESIGN

The survey comprises of transcendently choice based question and shut finished keeping in mind the end goal to give some simplicity to the respondents. More effective following points are covered to make the questionnaire:

 Ease of organization and consistency in inquiries and investigation.  Reduce subjectivity.  Easier to get reaction.  Less tedious

SAMPLE PLAN

The task was directed for the land district Bangalore. The specimen comprises of buyers.

SAMPLE SIZE

100 responses have been collected from respondents covering different locations of Bangalore.

DATA COLLECTION

The information gathering activity was extended a time of 3 weeks, in the different business sector of the district. Over the time of 3 weeks the information was gathered and afterward all the information was deliberately examined and the outcomes were discovered.

All of examination can be arranged into essential and connected. a) FUNDAMENTAL RESEARCH:

Fundamental exploration is that expected to grow the collection of information for the utilization of others. b) Connected RESEARCH:

Connected examination is one, which is done to discover the answer for a specific issue.

SECONDARY RESEARCH:

 External auxiliary information has been produced to get volume of offers in regards to mold, clothing and the situating of each of the brands.  Information was gathered from individuals utilizing poll's dispersed survey as a part of store and outside the shops to accumulate information from individuals.

MEASUREMENT INSTRUMENTS:

 The information was extricated and put in MS Excel. All the further examination was then done utilizing SPSS.

ANALYSIS TECHNIQUES:

The investigation methods utilized have been on SPSS

PRIMARY DATA

The essential information instrument which I have utilized is survey and direct perceptions. Respondents requested that fill the survey covering a few parts of the venture.

SECONDARY DATA

The secondary data are newsletters, company journals, magazines, newspapers books, and company websites.

LITERATURE REVIEW

As indicated by Dodson, Tryout and Stendhal (1978)1 investigated various sorts of esteem progressions media appropriated coupons, pennies off stamped packages and on/in-group coupons and used self perception theory to elucidate the results. The media appropriated coupons had most raised monetary regard and were depended upon to impel more trading than pennies off and package coupons.

Berkowitz and Walton (1980)2 led a study to evaluate the impact of promoted reference costs and store picture on shopper view of funds and readiness to purchase. Consequences of their study demonstrated that the vicinity of publicized reference costs produced higher view of

4 investment funds, saw worth and readiness to purchase. Consequences of the concentrate additionally demonstrated store quality collaboration such that higher rebate levels created generally less positive reactions with the markdown store.

Gupta and Cooper (1992)3 found that buyers impression of value rebates were commonly lesser than the publicized value rebates i.e., buyers marked down cost rebates. The reducing of cost rebates was directed by the markdown level such that it expanded with expansions in the promoted rebate. The creators found that shoppers did not change their intentions to purchase unless the limited time rebate was over a level of 15% of price tag, above which the impact of rebates on purchaser’s buy aim was negligible. The after affects of the study proposed as molded reaction of shopper reaction to value rebates.

Nudisi, oly, Nelson and Moi, Tung, Chew (2005)4 in their study assessed the effect of offers limited time instruments, to be specific coupon, cost markdown, free example, reward pack, and in-store show, on item trial what’s more, repurchase conduct of shoppers. The balance

Part of trepidation of losing face on the relationship between the deals limited time instruments and item trial was likewise inspected. The consequences of study demonstrate that value rebates, free examples, extra packs, and in-store presentation are related with item trail. Coupon does not have any huge impact on item trail. Trail decides repurchase conduct furthermore intervenes in the relationship between deals advancements and repurchase. Apprehension of losing confront essentially directs the relationship between in-store store show and item trail.

Blat berg, Peacock and Sen. (1976)5 characterize a buy technique as a general purchasing design which “ joins a few measurements of purchasing conduct for example, Brand steadfastness, private brand inclination and arrangement inclination.” A more noteworthy comprehension of the distinctive sorts of purchaser reactions to advancements can help directors to create viable limited time programs and also give new bits of knowledge to buyer conduct scholars who try to comprehend the impact of various sorts of ecological prompts on shopper conduct.

LIMITATIONS OF STUDY:

1. Time duration of 10 weeks was short time period. And there was a time constraint was from 9:30 to 5:30. Hence created a limitation in gathering more data. 2. Customer ignorance was also an issue. 3. Access to all data was restricted by company administration. 4. "Change is consistent" tenet of nature. Consequently, the study attempted may not hold useful for more length of time. 5. The study was directed under the suspicion that the data given by the respondents in legitimate. 6. The investigation and proposal are given just concerning showcasing perspectives

CHAPTER-2

INDUSTRY PROFILE AND COMPANY PROFILE

INDUSTRY PROFILE:

Introduction to retail

Retailing has turned into a critical foundation in our present day society. It gives impressive worth to the buyers. It likewise offers open doors for compensating and testing vocation to individuals. There has been a noteworthy movement in buyer's need and innovation and it has brought about change in retail industry. 25 to 30 years back cutting edge retail configurations and organizations were obscure which has turned out to be currently the essential processing plant in retail industry. The way to effective retailing is putting forth the right products and administrations at the right cost, in the correct spot and at the opportune time to guarantee benefits.

Retailing is one of the quickest developing portions of the economy. As one of the country's biggest representatives, the retail business gives brilliant business opportunities. Around 12 percent of roughly 750000 new ventures dispatched somewhere around 2001 and 2002 were retail operations. The business people behind these endeavors chance their capital, contribute their time and offering so as to bring home the bacon customers something they need or need. You will meet a few of them in this aide and figure out how they made a corner for themselves.

India is a country of businesspeople. With more than 12 million retail outlets, India likely has the most elevated thickness of retail outlets on the planet, with one for roughly every 90 persons. Minimal miracle that the nation is the ninth-biggest retail advertise on the planet, with assessed yearly retail offers of around USD215 billion in 2005 (Rs 960,000 corer). At the some point, the offer of sorted out exchange this tremendous business sector is right now little. It is assessed at just USD8 billion (Rs 35,000 corer) in 2005, up from USD6.25 billion (Rs 28,000 corer) in 2004. These records for fewer than 4 percent of the aggregate retail exchange the compatriot UNDERDEVELOPED RETAIL MARKET. Sorted out exchange India is extremely immature when contrasted and other developing markets in Asia, Latin America and Eastern Europe.

The Indian and Chinese markets are tantamount in numerous perspectives: Both nations are not homogeneous. They contain numerous business sectors inside of a solitary nation, with essentially fluctuating societies and client inclinations crosswise over locales.

BRIEF ABOUT INDIAN RETAIL INDUSTRY

 India keeps on being an appealing suggestion for Retail  India is set to wind up a US$450 billion business sector by 2015  Current offer of sorted out retail is assessed to be 4-5% i.e. US$18-20 billion business sector.  India is at the very edge of a Creative Economy driven by velocity and creative energy  It is relied upon to extend to 14-18% by 2015 i.e. US$ 75 billion.  India is one of the most youthful customer markets on the planet. More than half of the populace is underneath the age of 25 years.  Shopping wicker bin of normal Indian ranges from US$7-10 lower than worldwide normal is relied upon to increment.  India's working populace to be 68% in FY2020 from 63% in FY2008.  Self-utilized individuals shape a lion's share of customers in India.

Containing sorted out and disorderly parts, India retail industry are the fifth biggest on the planet. Particularly in the course of the most recent couple of years, India retail industry is one of the quickest developing commercial ventures in India. However with the change of tastes and inclinations of the customers, the industry is getting more main stream nowadays and getting sorted out too. With developing business sector request, the industry is required to develop at a pace of 25-30percent every year. The Indian retail industry is relied upon to develop from Rs 35,000 corer in 2004-05 to Rs 109,000 corer by the year 2010.

MAJOR RETEAILORS IN INDIA

TATA GROUP:

Tata gathering is another real player in Indian retail industry with its backup Trent, which works Westside and Star India Bazaar. Built up in 1998, it is likewise gained the biggest book

8 and music retailer in India "Point of interest" in 2005. Trent claims more than 4 lakh sq.ft retail space the nation over.

RPG GROUP:

RPG Group is one of the prior participants in the Indian retail advertise, when it came into staple and nourishment retailing in 1996 with retail Food world stores. Later it additionally opened the drug store and magnificence care outlets 'Wellbeing and Glow'.

RELIANCE:

Reliance is one of the greatest players in India retail industry. More than 300 Reliance Fresh stores are well known in the Indian retail advertises.

Retail format in India

 Hyper marts/supermarkets: extensive self-overhauling outlets offering items from an assortment of classes.  Mom-and-pop stores: extensive self-overhauling outlets offering items from an assortment of classes..  Departmental stores: are general retail merchandisers offering quality items and administrations.  Shopping malls: the greatest type of retail in India, shopping centers offers clients a blend of a wide range of items and administrations including stimulation and sustenance under a solitary rooftop.  Convenience stores: are situated in local locations with marginally higher costs merchandise because of the comfort advertised.  E-trailers: are retailers giving web purchasing and offering of items and administrations.  Discount stores: these are processing plant outlets that give markdown on the MRP.  Specialty stores: are retail chains managing in particular classes and give profound variety. Mumbai's Crossword Book Store and RPG's Music World are several cases.  Category killers: little claim to fame stores that offer an assortment of classes. They are referred to as class executioners as they concentrate on particular classifications, for example, gadgets and donning merchandise. This is otherwise called Multi Brand Outlets or MBO's.

 Vending: it is a moderately new passage, in the retail part. Here refreshments, snacks and other little things can be purchased through candy machine.

Challenges facing Indian retail industry

 The charge structure in India supports little retail business.  High expense of land.  Dissimilarity in purchaser bunches  Lack of satisfactory foundation offices  Shortage of retail study choices  Shortage of prepared labor  Restrictions in Foreign Direct Investment

Future:

The retail business in India is as of now developing at an awesome pace and ia anticipated that would go up to US$833 billion by the year 2013. It is further anticipated that would achieve US$1.3 trillion by the year 2018 at a CAGR of 10percent.As the nation has a high development rates, the purchaser spending has likewise gone up and is additionally anticipated that would go up further later on.

Benefits

 Higher competition would lead to higher quality in services and products.  Whole supply chain investment would increase.  As far as logistics, generation, and circulation channels innovation would be updated.  A strong retailing sector would promote tourism.  Skills and manpower will develop and employment would increase.  The markets of the sector would develop and flourish.  Better products would be introduced for better lifestyle.  It will advantageous in the up-degree of agribusiness and little scale and medium scale commercial ventures in long term.  Financial aspects of scale would bring down shopper costs and build the obtaining force of the customer.

Growth Phase of Indian Retail Sector to Continue:

The period of high development of Indian retail division is relied upon to Continue because of colossal measures of speculations and separating of conventional ideas in this part. These are prompting different changes and are giving further help to the development of the Indian Retail Sector.

The Indian Retail Sector that incorporates the conventional retail and the cutting edge retail is evaluated to develop at a quick pace from US$ 336 billion, in US$ 590 billion, by 2011. The conventional retail part is area anticipated that would increment from US$ 324 billion, in 2006 to US$ 493 billion, by 2011.

The "money and-convey" exercises are relied upon to get the greater part of ventures. The greatest measure of development in the Indian Retail Sector will be enlisted in the highest 50 to 60 showcases that are situated in the urban regions. These business sectors would be for the most part grocery stores and hypermarkets. Be that as it may, these markets and hypermarkets will likewise witness quick disintegrations in their edges. Further, it is assessed that in the more extended run, the helpful stores that are situated in the nearby neighborhood will keep on surviving.

The offer of the present day retail in the Indian Retail Sector is additionally assessed to increment from 4percent in 2008. A noteworthy center region in the Indian retail division is the store network administration. In the western nations, the retail division has a profoundly created arrangement of production network. However improvements in store network in Indian retail Sector has been very moderate.

Additionally another zone that requires consideration is labor for it is evaluated that the Sector of Indian Retail will experience the ill effects of lack of labor by around a million individuals; by 2012.The chains in the Indian retail area need to every now and again change their stocks furthermore receive ideas like home conveyance.

The Indian Retail division would then witness the setting up of retail stops that are prospering in Europe. Further, the development of the Indian retail division would help in making the nation prepared for huge retailers by 2015-2016.

A large portion of them consolidate multiplexes, gaming arcades and humongous sustenance courts, offering their shoppers the freedom to go through a whole day with in limits. An alluring venture destination, shopping centers today are not just about the shopping outlets any more. The center of 21st century metro sexual, shopping centers today are past simply the experience of buying.

COMPANY PROFILE:

“Max Fashion India pvt.Ltd”

The Landmark Group was established in 1973 with a solitary store in Bahrain, and has effectively developed into one of the biggest and best retail associations in the Middle East. A worldwide, expanded retail aggregate that urge enterprise to reliably convey excellent quality, the Group works more than 1200 outlets including a retail vicinity of more than 18 million square feet crosswise over GCC, Jordan, India, Turkey, Egypt, Sudan, Yemen, Lebanon, and Pakistan. The Landmark Group utilizes more than 45,000 workers.

MAX is the universal worth style brand of Dubai based Landmark Group. Built up in 2004 in UAE, MAX has turned into the biggest quality design brand in India and the Middle East with more than 200 stores crosswise over 15 nations; offering clients a one stop look for garments, adornments and footwear requirements for the whole family.

MAX India, a division of Lifestyle International pvt.ltd. Has spearheaded the idea of worth design in the nation, and offering a boundless decision with worldwide style and quality.

It offers clothing, footwear and extras that are of the most recent design patterns at an extraordinary value, making it reasonable to numerous. In India, Max was set up in the year 2006 with its first store in Indore. Presently, Max has around 105 stores crosswise over 45 urban communities with more than 3500 workers. Max has its own particular name stock of in house outlines and arranged shading palettes for the season. Each season Max presents a new accumulation of universal plans uniquely tweaked to the Indian market. The brand adjusts to the changing needs of the customer each season and appropriately presents new plans, outlines and fabrics.

The intended interest group for Max India is fundamentally is contemporary white collar class family and youthful working couples with an age gathering of 25 to 35 years. It likewise targets youngsters and undergrads inside of the age gathering of 18 to 24 years. As Max has situated itself as a young brand.

Max concentrates on solid visual components at the store for connecting with clients while they are in store. The store atmosphere offers a global shopping knowledge making a looking for the whole family a flat out pleasure. The stores are intended for simple route with

13 unmistakable class presentation to encourage clients in effortlessly finding item they are searching for.

VISION:

To create a truly global brand that provides growth opportunities for the company and its employees, whilst achieving its goal of becoming the number one value fashion retailer across Middle East & India.

MISSION:

 Be a market leader in the field of value retailing.  Provide fashionable products at affordable prices.  Exceed our customer’s expectations.  Provide opportunities of growth for our employees.  Be innovative, cost effective and globally competitive.

CORE VALUES:

 Commitment towards staff training & development.  Constant focus and development on the product & value offered.  Encouraging open work culture.  Continuous improvement of the customer’s shopping experience.

MAX INDIA PROPOSITION:

 Wide range of mid segments- Apparel, Accessories and footwear.  Quality Retail, Ambience and Service.  Core and contemporary merchandise at value pricing.

AWARDS & ACHIEVEMENTS OF LANDMARK GROUP:

 “Value retailer of the year 2015”, Max retail division-Lifestyle International pvt. Ltd.  “The Best retail company to work for -2014”, Lifestyle International Pvt. Ltd.(company that owns Max), in the great place to work study 5th Feb 2014”.  Max Fashion was one of the finalists at the 10th Images Retail Awards, 2013.

 Most inspiring Indians-Mr. Mickey jagtiani, Corporate Social Responsibility, at Arabian business power list, 2012.  Lifestyle won “The most admired retailer Award” Department Stores, Images retail award 2008.  Mr. Mickey jagtiani, chairman, Landmark Group won the “Entrepreneur of the year” Award at the Middle East Business Achievement awards, 2008.  Landmark Group Won “retailer of year” Honor at Retail City Awards, 2008.

SWOT ANALYSIS

Strengths:

 Pioneer in the industry, capitalization and largest market share.  Convenience and an extensive variety of items all in one store, notoriety for quality for cash (aggressive evaluating).  Most respected and trusted brand by the consumers.  Store presence in major cities.  Ride any dunk in benefits and out perform their adversaries, being fiscally solid offers Max Some assistance with fashioning retail India manage any issues.  It puts time and cash in preparing individuals, and holding them. Very Strategic human asset administration and improvement.  Advancement and Innovation are high at Max Fashion India with respect to it items and purchaser inclinations and way of life changes which keep its in front of its rivals.

Weakness:

 Each business line confronts rivalry from claim to fame organizations. Style fragment, Shoppers Stop, Trent, way of life. In hypermarket-RPG (Spencer's), Trent (Star India Bazaar) In Food business, dependence crisp, Spinach, Food world.  Max style does not work universally, which affects accomplishment, as they don't achieve shoppers in abroad markets.  It might not have the adaptability of some of its more engaged rivals. Since max style India offer items crosswise over numerous areas.

Opportunities:

 New areas and store sorts offer Max chances to endeavor market improvement.  To structure key partnerships with other worldwide retailers, concentrating on particular markets. On the other hand to converge with.  Opportunities exist Max to proceed with its present technique of huge, super focuses.  Huge undiscovered business sector  The Indian working class is as of now 30 corers and is anticipated to develop to more than 60 corers by 2015 making India one of the biggest shopper markets of the world.  Organized retail is just 5% of the aggregate retailing market in India. It is evaluated to develop at the rate of 25-30% p.a. what's more, achieve INR 2, 00,000 Corer by 2016.

Threats:

 Price cuts thus on could harm benefits for Max retail India, value wars between contenders.  Consumer way of life changes  "Shopping society: Shopping society has not created in India so far. Indeed, even now shopping centers are only a spot to stick around with family and companions and to a great extent bound window-shopping.  A moderate economy or budgetary log jam could majorly affect Max retail India.

CHATER-3

THEORITICAL BACKGROUND OF THE STUDY

BTL-BELOW-THE-LINE

The expression underneath the-line is originating from practice. The world's greatest corrective and residential synthetic items delivering organization, Procter and Gamble arranged its expenses into two distinct gatherings: for its non-customary components and for the conventional broad communications. In customary broad communications, organizations are getting commission. Procter and Gamble needed the amount of this commission was, so they composed their expenses for non-conventional mediums in an alternate segment of the organization's accounting so the offices' bonus began to be numbered independently.

It must be cleared up what goes under the organization commission idea since it would be not concrete. Along these lines, each business instrument and promoting, which does not contain organization commission, is in the classification of BTL.

CONCEPT OF BELOW-THE-LINE

There are numerous meanings of beneath the-line. Essentially, these definitions arranged into two gatherings. As per the first, the accentuation on organization commission, and announces that each sort of showcasing action that does not contain commission is a part of underneath the line promoting. The second one was each sort of non-established promoting device that is not official statement, TV, film, radio-spot or open notice, can be specified among underneath the-line devices. Note that every clarification highlights those advertising devices that are not part of the beneath the-line bunch. Be that as it may, the attributes of these definitions can without much of a stretch picture the assortment and extraordinary number of conceivable outcomes of underneath the line showcasing.

Beneath the-line media: medium is the property of the publicist, which means purpose of- offers/purpose of-procurement (POS/POP) apparatuses, coupons, and so forth.

ADVANTAGES OF USING BTL:

There are a few cases, where the beneath the-line devices are more viable than the customary promotions. Reasons are beneath:

 Hence financially savvy more controllable.  More precise coming to of the objective gathering. Less demanding choice.  Interactive, implying that makes clients act.  Effectiveness can be measured simpler by BTL.  Brand-supporting.  Gives one of a kind open doors in making contrasts from contenders.  Determining the precise target bunch makes correspondence more individual.  Creates chance to meet specifically with the administration/item (occasion promoting, inspecting).  If there should be an occurrence of specific items (ex: tobacco), the objective business sector can't be come to or only halfway through conventional media due to the law  Disallowing it. At that point the significance of apparatuses underneath the line increments.

THE POSITION OF BTL IN MARKETING COMMUNICATION:

These days more sponsors are picking broad communications apparatuses for their administrations or items. They don't use beneath the-line exercises. Be that as it may, it is not generally helpful to utilize extreme TV, radio, daily papers or bulletins promoting if there should be an occurrence of motivation behind offering or presenting item. Applying other promoting apparatuses is just conceivable if the ATL crusade has not spent all the accessible monetary assets for publicizing. In the meantime, numerous organizations consider the ATL instruments for better choice, loads of individuals surmise that another point of interest of utilizing ATL interchanges is that more clients can be come to amid a crusade thusly the expense of 1 contact is totally not as much as that of BTL battle. ATL instruments a superior choice, since they can't achieve the essential publicizing recurrence required for the craved impact. This can be valid all in all, however a vital distinction is that ATL correspondence has greater number of standard division while in the event of BTL media the objective is considerably all the more precisely come to. In the meantime, it is worth to say that the

18 belittling an underneath the-line battle with customary ones can make it significantly more powerful.

PARTS OF BTL:

Classifying the tools and areas of below-the-line reflects its variability and complexity:

a) Sales promotion b) Advertising in-store(Pos, pop) c) Event marketing d) Personal selling e) Fairs and exhibitions f) Direct marketing g) Public relation h) Sponsoring

Sales promotion:

Deals advancement alludes to every one of the instruments of which target is the quick increment of offers by giving value motivators through a given timeframe to clients/retailers. As per the meaning of the American Marketing Associations: 'deals advancement alludes to all the promoting exercises that invigorates client buy and the viability of marketing action, however does not identify with the idea of publicizing nor to open connection, individual offering, as for instance: visits, presentations, fairs, exhibits and the different, not conventional exercises and not institutionalized deals endeavors.'

The arrangement of offers advancement:

Push-guidelines and its belongings: makers empower wholesalers and retailers to arrange.

Pull-directions and its belongings: interest of clients is made by the incitement of merchandisers, makers and distinctive notices.

Point of sales advertisement (pos, pop)

There are numerous elements supporting the expanding significance of purpose of offers notices. A large portion of them are affirmed by experimental looks into too:

 During the mass communicational commercials the item is displayed by the assistance of a photograph or representation, so the client can neither see nor experience the qualities of the item that could impact him/her in the obtaining choice (bundle, surface, and flavor). She/he would just have this probability in the shop.  It was perceived and recognized that a situation in which obtaining is delight and joy for the client must be set up at the business areas. This should be possible by inward and external apparatuses of the merchandiser and by the instruments of ad of the maker. It is important to give chances to persistent deals advancements and different deals animating exercises (examining, value markdown). Be that as it may, keeping in mind the end goal to work out all these productively, there is a flat out requirement for a nonstop, commonly trust-based participation of the maker and of the stock.  Besides the presence of new items, the assortment of substitute and supplementary products is expanding. Their focal points can be exhibited for the most part in the shop itself, since the client can get into direct touch with the item here.  Mass communicational battles surge clients with colossal measures of data that can't be put away in their memory over the long haul. Along these lines reminding promotions in the business area can mean a huge aggressive edge.

DIRECT MARKETING:

As per the broadest expression, direct promoting implies all the conceivable instruments of showcasing and correspondence in setting up direct customer relationship. As indicated by the more tightly expression, direct promoting constitutes of apparatuses of advertising correspondence. As indicated by the American Direct Marketing affiliation, direct promoting is a sort of intuitive technique in the field of showcasing that can be utilized anyplace and which-by utilizing one or all the more publicizing media-can have an impact which can be measured by answers and number of procurement made.

Characteristics of DM:

 Fosters dialogue,  Necessity of computerized database.  Can be measured by solid enquiries and buys,  Puts human being in the center,  Communication with the buyer can be more personal and accurate.

PERSONAL SELLING:

Individual offering is a sort of showcasing device where there is immediate and intuitive correspondence between the vender and the purchaser. Its trademark is immediate association, the likelihood of quick reaction. In the meantime, specify that the contact cost/client is high and it is conceivable to achieve just a thin target bunch.

Individual correspondence implies significantly more than the sheer offer of the item. There is an open door for overseeing client grievances and enhancing client relations, which help keeping clients furthermore spur them for further buy.

Fields of personal selling:

 Business based(business to business)  Customer based

E Fairs, exhibitions:

Reasonable is a periodical occasion held every once in a while at the same area, which targets are to set up and to enhance relations between retailer, maker and the costumer, to cultivate deals and the dispersal of data.

Displays showcase the accomplishments of a specific field.

Types of Fairs:

1. Professional fair- most regularly multi-calling fairs. We can separate creating products and shopper merchandise fairs.

2. The sorts and scope of displayable items at a normal reasonable don't fall under any confinements. 3. The normal for the even or representational expert reasonable is abnormal state specialization. Clients and end-purchasers can likewise visit, contingent upon their hobbies. It is suitable for executing proficient targets and additionally fulfilling the requirements of shoppers for data. 4. Vertical expert reasonable presents maybe a couple gatherings of items. Fundamentally serves promoting destinations, deals stay out of sight. Its guests are experts and concerned brokers.

EVENT MARKETING:

An Event is a composed meeting for a group (now and again has an exciting function).The procedure of sorting out occasions can be separated into 4 sections:

1. Planning 2. Preparing 3. Execution 4. Follow-ups, evaluation

The distinction between occasion showcasing and fairs is: while the essential targets of an occasion advertising is to give the brand/organization a wonderful, exciting knowledge. In its middle, we can see the clear transmission of the message and the immediate illuminating, trade of data. Its expect to make a positive picture in the client's psyche; a few times direct deal is not the essential angle. While the essential goal of a reasonable is educating.

There is plausibility for accomplices and also for buyers at these occasions to attempt and see the items. It is a key component at the occasion showcasing that specific occasions give remarkable and uncommon experience since getting the enthusiasm of target gathering must be ensured along these lines.

PUBLIC RELATION:

PR is arranged and constant arrangement of exercises, the objective are the clients of an organization and its popular supposition, the comprehension between it more tightly and more extensive environment and building a trust. Great press relationship can enhance the circumstance of the organization; can change its picture. As indicated by the bearing of

Public Relation we can discuss interior and outer PR. We can likewise discuss the organization picture and inner PR meaning the organization interior correspondence. If there should arise an occurrence of numerous organizations PR focuses on press-connection, is a critical however by all account not the only component. In both cases, there is an extensively a great deal more than showcasing correspondence. The past one means the data streams between workers pioneers, associations, while the last one is about the communicational relationship worked with the outside business environment.

CHARACTERISTICS of PR:

 The tool of forming indirect influence, public opinion, natures trust.  Authoritative, for the most part corporate perspective, achievement depends on great association with representatives and the general population.  Is enriching human resources: human relations, building personal.  Employees of the organization are the administrators of open connection exercises.  An overall group of activities.

SPONSORING:

Sponsoring is a sort of commitment of cash or by any structure, by which financial specialist picks up exchange potential regarding the movement.

Characteristics of sponsoring:

 Sponsors are grouped by the level of monetary commitment.  It is a respective business, where both sides from the earliest starting point –has to know about what they anticipate from the co-operation, what bargains they are to make keeping in mind the end goal to pick up commonly favorable circumstances.  The notoriety and accomplishment of the supported individual are to be adjusted to the organization's correspondence.  Makes evading of advert limitation conceivable.  Reaches clients in non-business environment.  Sponsoring is mostly budgetary, and its viability can be measured by the adjustment in piece of the pie and in picture judgment.

Activities under BTL:

 The spread of commercial magazines, leaflets.  Regular customer programs.  In-store activities.  Spot advertisements.

CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

Table: 4.1

Showing the age group of the respondents.

SL.NO Particulars Respondents Percentage

1 Below 18 24 24%

2 18 – 25 48 48%

3 25- 35 18 18%

4 35 and above 10 10%

ANALYSIS:

From the above table, it is showing 24% of the respondent’s age is below 18, 48% are between 18 to 25, 18% is between 25 to 35 and 10% is above 35.

Graph 4.1:

Showing the age group of the respondents.

10 24

Below 18 18 to 25 25 to 35 35 and above 48

Interpretation:

From the diagram, we can decipher that dominant part of the respondents that is 48% lies between the age gatherings of 18-25. This lets us know that the greater part of the respondents who visit Max Outlet are Youths.

Table:4.2

Showing the number of respondents are the resident of Bangalore

SL.NO Particulars Respondents Percentage

1 Yes 63 63%

2 No 37 37%

Total 100 100%

Analysis

From the above table, 63% of the respondents are living in Bangalore; where as 37% of the respondents are not staying in Bangalore.

Graph:4.2

Showing the number of respondents are the resident of Bangalore.

No of respondents

Yes 63 No

Interpretation:

From the above chart it is observed that majority of 67% of respondents are living in Bangalore.

Table: 4.3

Showing the percentage of the respondents who have visited Max Outlet.

SL.NO Particulars No of respondents Percentage

1 Yes 73 73%

2 No 27 27%

Total 100 100%

ANALYSIS:

From the above table, the majority of people have visited to Max fashion that is of 73%. And 27% of respondents have not visited the Max outlet.

Graph: 4.3

Showing the number of the respondents who have visited Max Out let.

No of respondents

27%

Yes No 73%

INTERPRETATION:

From the above chart the majority of the respondents 73% of people are purchasing in Max Fashion store.

Table: 4.4

Showing the expenditure amount on purchasing clothing.

SL.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Below 2k 47 47%

2 2k-5k 23 23%

3 5k-10k 24 24%

4 10k and above 6 6%

Total 100 100%

ANALYSIS

From the above information in the table we can analyze that 47% of the respondents spend below 2000 Rs for buying clothes. 23% of the respondents expenditure lies between 2000- 5000 Rs in buying the clothes, 24% of the customers spends between 5000-10000 Rs in buying their outfits, while the rest of the respondents i.e 6% of them spend above 10000 Rs for buying their clothes.

Graph:4.4

Showing the expenditure amount on purchasing clothing.

10k and above 6%

5k-10k 24% Below 2k 47%

2k-5k 23%

INTERPRETATION:

From the outline, we can unravel that prevailing part of the respondents that is 48% lies between the age social affairs of 18-25. This tells us that most of the respondents who visit Max Outlet are Youths.

Table:4.5

Showing weather the respondents have received promotional mail or SMS from Max Fashion.

SL.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Yes 57 57%

2 No 43 43%

Total 100 100%

ANALYSIS

From the above table we can translate that 57% of the respondents concur that they have gotten the limited time sends from Max Fashion while the rest 43% of the respondents don't get the special mail or SMS from Max Fashion.

Graph:4.5

Showing weather the respondents have received promotional mail or SMS from Max Fashion.

No 43%

Yes 57%

INTERPRETATION

From the above diagram we can interpret that 57 percent of the respondents receive a promotional mails or SMS from Max Fashion.

Table :4.6

Showing whether the respondents have seen live events sponsored by Max Fashion.

SL.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Yes 52 52%

2 No 48 48%

Total 100 100%

ANALYSIS

From the above table we can break down that 52% of the respondents have seen the live occasions which is supported by Max Fashion while the rest 48% of the respondents have not seen the live occasions which is supported by Max Fashion.

Graph:4.6

Showing whether the respondents have seen live events sponsored by Max Fashion.

Percentage

No 48% Yes 52%

INTERPRETATION

From the above the pictorial graph we can interpret that the majority of the respondents i.e. 52% have seen the live events sponsored by Max Fashion.

Table :4.7

Showing what attracts the respondents to buy apparel in Max Fashion.

SL.NO PARTICULAR RESPONDENTS PERCENTAGE

1 Price 55 55%

2 Quality 8 8%

3 Offers 31 31%

4 cash back 6 6%

Total 100 100%

ANALYSIS

From the above information from the table we can analyze that 55% of the respondents prefer buying in Max due to the pricing of their products, while 31% of the respondents prefer buying in Max due to the attractive offers, while 8% of the respondents buy products from Max for the quality offered by them the rest respondents buy products due to the cash back.

GRAPH:4.7

Showing what attracts the respondents to buy apparel in Max Fashion.

cash back 6%

offers 31%

price 55%

quality 8%

INTERPRETATION

From the above diagram we can translate that 55% of the respondents are want to purchase items from Max Fashion because of the evaluating methodologies offered by Max Fashion.

Table :4.8

Showing the different BTL promotional activities which influence on the buying behavior.

SL.NO PARTICULARS RESPONDENTS PERCENTAGE

1 direct mail 37 37%

2 sponsorship 6 6%

3 point of sales 4 4%

4 road activities 1 1%

5 billboards 17 17%

6 sign boards 21 21%

7 one to one meetings 14 14%

Total 100 100%

ANALYSIS

From the above table we can break down that 37% of the respondents feels that regular postal mail impacts on the purchasing conduct, 6% of the respondents feels that sponsorship impacts on the purchasing behavior,4% of the respondents feel purpose of the business impacts the purchasing conduct, 1% of the respondents feel that the street exercises will impact the purchasing behavior,17% of the respondents feel that bulletins will impact the purchasing conduct, 21% of the respondents feel that the sign sheets impact the acquiring conduct the rest 14% of the respondents feel that coordinated gatherings impact in the purchasing conduct.

Graph:4.8

Showing the different BTL promotional activities which influence on the buying behavior.

one to one meetings 14% direct mail 37% sign boards 21%

billboards 17%

sponsorship point of sales 6% 4% road activities 1%

INTERPRETATION:

From the above chart we can interpret that majority of the respondents i.e. 37% strongly feel that direct mail influences on the purchasing behavior of the customers.

Table :4.9

Showing how good the respondents observe discount boards and offer display boards in Max Store.

SL.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Highly 59 59%

2 Moderate 23 23%

3 Low 18 18%

Total 100 100

ANALYSIS

From the above table we can investigation that 59% of the respondents every now and again watch the markdown loads up and offer presentation loads up in Max Store, 23% of the respondents here and there watch rebate sheets and offer showcase sheets, while the rest once in a while watch the rebate sheets and offer presentation sheets in Max Fashion.

Graph:4.9

Showing how good the respondents observe discount boards and offer display boards in Max Store.

low 18%

moderate 23% highly 59%

INTERPRETATION

From the above pictorial representation we can interpret that 59% of the respondents frequently observe the discount boards and offer display boards in Max Store.

Table:4.10

Showing weather the respondents have participated in any BTL live events done by Max Store.

SL.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Yes 37 37%

2 No 63 63%

Total 100 100%

ANALYSIS

From the above table we can analyze that 37% of the respondents have participated in any BTL live events done by Max Store, while the rest 63% of the respondents have not participated in any BTL live events done by Max Store.

Graph:4.10

Showing weather the respondents have participated in any BTL live events done by Max Store.

Yes 37%

No 63%

INTERPRETATION

From the above chart the majority of the respondents i.e. 63% of the respondents have participated in BTL live events done by Max Store.

Table :4.11

Showing weather the in-store BTL activities would influence the purchase behavior of the employees.

SL.NO PARTCULARS RESPONDENTS PERCENTAGE

1 Yes 42 42%

2 May be 36 36%

3 No 22 22%

Total 100 100%

ANALYSIS

From the above table we can analyze that 42% of the respondents feel in-store BTL activities would arise impulse on their purchase behavior, 36% of the respondents possibly feel in-store BTL activities would arise impulse on the purchasing behavior, and 22% of the respondents feel low impact of BTL activities would arise impulse on the purchasing behavior.

Graph:4.11

Showing weather the in-store BTL activities would influence the purchase behavior of the employees.

No 22% Yes 42%

May be 36%

INTERPRETATION

From the above chart the majority of the respondents i.e. 42% of respondents feel in-store BTL activities would arise impulse on purchasing behavior at Max Fashion.

Table :4.12

Showing how strongly the respondents suggest Max Fashion in their circle.

SL.NO PARTICULARS RESPONDENTS PERCENTAGE

1 high 57 57%

2 moderate 24 24%

3 low 19 19%

Total 100 100%

ANALYSIS

From the above table we can analyze that 57% of respondents strongly suggest in their circle to shop in Max Fashion, 24% of the respondents are moderate about their opinion, the rest of the 19% of the respondents says low about their opinion of suggesting Max Fashion in their circle.

Graph:4.12

Showing how strongly the respondents suggest Max Fashion in their circle.

low 19%

moderate high 24% 57%

INTERPRETATION

From the above chart the majority of the respondents i.e. 57% of the respondents are strongly suggest Max Fashion in their circle.

Table :4.13

Showing whether the offer at Max Fashion is attractive for the respondents.

SL.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Yes 74 74%

2 No 26 26%

Total 100 100%

ANALYSIS

From the above table we can analyze that 74% of the respondents feel the offers in Max Fashion are attractive and the rest of the respondents i.e.26% feel that offers are not attractive at Max Fashion.

Graph: 4.13

Showing whether the offer at Max Fashion is attractive for the respondents.

26%

Yes No 74%

INTERPRETATION

From the above chart, the majority of the respondents i.e.74% offers are attractive at Max Fashion.

TABLE:4.14

HYPOTHESIS TESTING

Table showing cross table for customer visited max store and categories of clothing purchased

Categories of clothing purchased Total Ethnic wear Western wear Formal wear Kids wear Customers Yes 14 29 10 10 63 visited No 7 12 8 10 37 Total 21 41 18 20 100

ANALYSIS:

Cross table between customer visited max store and categories of clothing purchased reveals that 63% customers are visiting max frequently and rest 37% customers are not visiting max frequently From view point of categories of clothing purchased 41% prefers western wear, whereas only 21% prefers Ethnic wear, formal’s wear represent 18% and kids wear represents 20%of total sample population. To know the relationship between variables Chi- square test has been applied and result is shown below:

H0: There is no significant relationship between customer visited max store and categories of clothing purchased.

H1: There is significant relationship between customer visited max store and categories of clothing purchased.

TABLE: 4.14.1 Table showing Chi-square test for customer visited max store and categories of clothing purchased.

Value df Asymp. Sig. (2-sided) Pearson Chi-Square 3.051a 3 .384 Likelihood Ratio 3.029 3 .387 Linear-by-Linear Association 2.155 1 .142 N of Valid Cases 100

INTERPRETATION: As the significant (.384) value of Chi square test is more than 0.05, hypothesis is accepted. This leads to the conclusion that customer visited max store is not based on categories of clothing purchased.

CHAPTER-5

Findings, Suggestions and conclusions

5.1) FINDINGS:

 From survey we can say that customers who are doing shopping in Max Fashion. 63% of respondents live in Bangalore and 37% of respondent are not living in Bangalore.  From the Bangalore geographical region 73% of respondents visit the Max Fashion.  We can analyze that 47% of the respondents spend below 2000 Rs for buying clothes. 23% of the respondents expenditure lies between 2000-5000 Rs in buying the clothes, ytff24% of the customers spends between 5000-10000 Rs in buying their outfits, while the rest of the respondents i.e. 6% of them spend above 10000 Rs for buying their clothes.  The majority of the respondents who visits the Max Fashion lie between the age group of 18-25.  We can assume that 74% of the respondents feel the offers in Max Fashion are attractive and the rest of the respondent’s i.e.26% feel that offers are not attractive at Max Fashion.  We can say that 57% of respondents strongly suggest in their circle to shop in Max Fashion, 24% of the respondents are moderate about their opinion, the rest of the 19% of the respondents says low about their opinion of suggesting Max Fashion in their circle.  37% of the respondents have participated in any BTL (below-the-line) live events done by Max Store, while the rest 63% of the respondents have not participated in any BTL live events done by Max Store.  From the survey we can observe that 42% of the respondents feel in-store BTL activities would arise impulse on their purchase behavior, 36% of the respondents possibly feel in-store BTL activities would arise impulse on the purchasing behavior, and 22% of the respondents feel low impact of BTL activities would arise impulse on the purchasing behavior.  From the observation of survey we can say that 59% of the respondents every now and again watch the markdown loads up and offer presentation loads up in Max Store, 23% of the respondents here and there watch rebate sheets and offer showcase sheets, while the rest once in a while watch the rebate sheets and offer presentation sheets in Max Fashion.  We can break down that 52% of the respondents have seen the live events which is supported by Max Fashion while the rest 48% of the respondents have not seen the live events which is supported by Max Fashion.

5.2) SUGGESTIONS

 As far as the sorted out retail segment is concerned they ought to make a watchful study before making speculations in light of the fact that the need of great importance and greatest test is the retail space and the expense of rentals.  The Indian market situation has seen an exceptional change after globalization and the passage of sorted out retail outlets made the buyers the ruler of the business sector. Be that as it may, the patterns in design ought to be remembered continually taking a gander at the social environment.  More stores of Max Fashion should be opened and brand should have faster and wider reach to people at any part of country.  Understanding the main competitors and always have plan or strategy to handle competition from them.  India has a greatest populace living in rustic range and it is likewise watched that the customers are the value touchy; in India there exist multi measurement refined individuals. In this way a basic investigation should be done of all these ecological needs on a constant premise by the present day retailers before focusing in on a specific configuration of sorted out retail in any part of the Indian market.  Increase the quantity of faithful client. A dependable client decreases the expense of retailer. Along these lines the retailer ought to investigate every possibility to keep up and build the reliability of clients. For the same, unwaveringness programs should be presented like extra focuses, free protection, favored client status, money back plans and other unique offers which fulfill the client.  Max Fashion could help clients to investigate the store. For this shopping ought to be made more bold by consistently overhauling the item portfolio, by changing the design and by giving the touch and feel experience.  Recently Max Fashion Landmark group starts online portal so they need to focus on the so they need to focus on the most effective digital marketing tactics for customer retention.  More limited time exercises by the retail locations will draw in clients to a huge degree. Limited time exercises are embraced amid unique events, seasons, celebrations or on a specific day. Major limited time apparatuses utilized by the stores

are rebates and coupons, trade offers, low evaluated items and other alluring plans. Special variables do assume a noteworthy part choosing and picking a store.  The retail outlets can put resources into inventory network, purchase straightforwardly from the sources and dispose of go between and can endeavor to acquire volumes in aggregating so as to purchase the necessities of different stores, and anticipating focused quality.

5.3) CONCLUSIONS

Development is conjecture for the Indian's design retailing market as customers keep on putting resources into the business. Likewise, it is anticipated that as the economy recoups customers will be even less mindful of respect to obtaining extravagance things. Moreover, it is trusted that the India could witness a slight restoration in Indian design fabricates, with more organizations sourcing merchandise from home suppliers as the distinction in expense between importing from abroad and sourcing from alternate gets to be lower. This pattern has as of now been obvious among some significant retailers, which have guaranteed to either as of now be utilizing home suppliers or that they will do as such inside of the not so distant future.

It is clear that the Indian business sector is experiencing a stage that is exceptional in its late history, and the open door exists for existing makers of pieces of clothing (counting exporters).

Indian organizations from different divisions, worldwide brands, As well as individual business visionaries, to make a brand vicinity sans preparation or develop their current business.

The qualifying elements for passage into the challenge are the craving to make new brands, and profound pockets to maintain interest in business sector building and marking. In any case, the achievement elements to win in the challenge are higher drive and eagerness to take the hits that will constantly come, a capacity to tap the purchaser's feeling of experience and separation, the ability to add to an item benefit offer that is unmistakable, and a pool of sound judgment to minimize the misfortunes amid the underlying time of speculation which can be month or year.

With every one of the difficulties that retail offers, to the individuals who have the fearlessness to wander in, suppose,

“Happy retailing” will be successful like always.

Bibliography

Books

Martin Christopher, Marketing below the line (study in management),Allen&unwin,6th July 1972

John wilmshurst, Below The line promotions (marketing series professional development), Butter worth –heinemann,1 August 1993

Articles and Journals

Nudisi oly, Nelson and Moi, Tung, Chew (2005)4

Gupta and Cooper (1992)3

Berkowitz and Walton (1980)2

As indicated by Dodson, Tryout and Stendhal (1978)1

Berkowitz and Walton (1980)2

Indian Organized Retail Industry (article)

Booming Retail Sector in India (article)

World Retail (article)

Future Retail Market (article)

Websites http://www.marketing91.com http://www.studymode.com http://en.wikipedia.org/wiki/retail http://en.wikipedia.org/wiki/Landmarkgroup http://economictimes.indiantimes.com/topic/Indian-retail-market

ANNEXURE

Name:

Gender: male female

1. What is your age? a) Below 18 b) 18 to 25 c) 25 to 35 d) 35 and above.

2. What is your work status? a) Student b) employee c) housewife d) self-employee.

3. Do you live in Bangalore? a) Yes b) no

4. Have you ever visited max store? a) Yes b) no

5. What categories of clothing would you like to purchase more? a) Ethnic wear b) western wear c) formal wear d) kids wear

6. How much would you spend for shopping or clothing per month? a) Below 2k b) 2k to 5k c) 5k to 10k d) 10k and above

7. Have you ever received any promotional mail and SMS from max stores? a) Yes b) no

8. Have you ever seen any live events sponsored by max stores? a) Yes b) no

9. What matters you most like buying clothing from max stores? a) Price b) quality c) offers d) cash back

10. What kind of BTL promotional activities would show more impact on your buying behavior? a) Direct- mail b) Sponsorship c) Point of sales d) Road activities e) Bill boards f) Sign boards g) One to one meetings

11. How good you observe discount boards & offer display Boards in Max store a) Highly b) moderate c) low

12. Did you participate in any BTL live events done by Max store? a) Yes b) no

13. Do you feel in-store BTL activities would arise impulse purchase behavior of yours? a) Yes b) maybe c) no

14. How strongly you suggest MAX in your circle? a) High b) Moderate c) Low

15. Do you find offers are attractive at MAX for you? a) Yes b) No