The Indian book retail industry is estimated to be over Rs 3. 000 crore. out of which organised retail histories for merely 7 per cent. The industry is expected to turn by about 15 per cent a twelvemonth. Book retail contributes merely about 1 per cent to the overall retail industry. Text and course of study books account for approximately 50 per cent of the gross revenues. Second-hand books are besides a large ball of the book retail market. In the past few old ages. several big format book shop ironss have come up. such as Landmark. Crossword and Om Book Shop etc. More than 75 per cent shops of these big ironss are in top eight metropoliss. These Organized Book retail merchants are concentrating on improved client experience. Many book shops have besides introduced java stores and supply a library-like ambiance where clients can sit and read. while sipping java. Besides this on-line channel is besides important with participants like Flipkart. Indiaplaza. Infibeam etc.
With the printed word considered an endangered species in much of a quickly digitizing universe. India now represents one of the best book markets in the universe. “There has decidedly been a immense leap in the size of the industry in footings of book gross revenues and the figure of books being published. ” said Mita Kapur. the laminitis of Siyahi. a literary bureau. who says the figure of books published in English is turning by 30 per centum a twelvemonth. Vikrant Mathur. associate manager of Nielsen Book. India. said the volume of book gross revenues grew by 45 per centum during the first half of 2011.
For the full twelvemonth. Nielsen. a planetary information supplier. documented English-language book gross revenues of 3. 28 billion rupees – about $ 62 million – from more than 12 million books sold. And that is likely merely a fraction of true entire gross revenues. since Nielsen merely measures about 35 per centum of the entire market. “Where physical books are concerned India right now is a really. really large market. ” said Priyanka Malhotra. manager of Full Circle Publications. “There is a whole younger coevals coming up from BPOs who are get downing to read in English. which is where a batch of new demand is coming from. ” Online retail have besides spurred growing in the industry. To sum up India’s book retail industry is loosely divided into 3 sectors: 1. Organized
The organized sector has large names such as: crosswords. OM book store. landmark etc to call a few. On the other manus unorganised sector is immense and extremely disconnected. with stores crossing from local book shops to route side book hovels to red light book Sellerss etc. This sector is besides filled with buccaneering and pirated transcripts of original books ( which is a serious menace to the gross revenues of organized sector ) Online sector is the newest of them all and has merely started to takeoff in gross revenues since last 3-4 old ages. The major advantage of such a format is the broad assortment of offerings under one roof and easiness of entree for the users. Thus this is the fastest turning sector among all of them. The outstanding participants in this class are Flipkart. com. Infibeam. com etc.
Unorganized sector ( Golden book terminal )
Golden book terminal is a typical book shop among many in the unorganised sector of the india book retail industry. This shop is loacated in the locality of our mark organized sector shop ( OM book store ) i. e. Ber Sarai ( next to IIT ) in south Delhi.
As can be seen in the exposure. this is a little store. about 1/10th of the size of om book store and most of the merchandises are available behind the counter. with lone magazine base placed merely outside the shop. As magazines as a class has most no of impulse purchase. On an mean around 50-70 clients come to this book shop. and this torus has a footfall transition of over 85 % which is really high as compared to the organized sector ( OM book store ) . The ground for this behaviour is that most of the merchandises in these sort of stores are behind the counter and it doesn’t provide the luxury to the client to saunter about and hunt and read a book as in the instance of organized sector. Therefore about all of the clients coming to these stores like aureate book terminal are cognizant of what they want and demand that straight from the store keeper who so searches the book in the store and hands over to the client.
Besides holding a smaller country. less assortment of books and behind the counter merchandising. the gross revenues ( in footings of no. of books sold ) is still higher in aureate book terminal as compared to OM book store. The ground for that being: 1. Handiness of educational books. i. e. educational class stuffs and competitory test readying books. These books constitute the bulk of the part of these book stores in unorganised sector. These sort of books. particularly class stuffs for assorted classs such as MBA. B. Tech. BCA etc. are non available at book shops like OM book store. As they ( Organized ) focal point more on merchandising of novels and leisure read books. 2. Many of the popular stores in unorganised sector offer a installation to convey the old books and interchange them with the new books at a discounted rate or return the old books at a discounted rate in signifier of hard currency return.
This is a major ground why monetary value witting in-between category Indian clients prefer unorganised sector over organized sector. 3. Percept in the heads of Indian clients that these little stores will offer the same merchandise at cheaper rate than the organized sector stores. which have flashy insides and immense store floor. This perceptual experience is true besides upto some extent as these tradesmans in these little stores have the control over their borders and non guided by any company policy ( as in the instance of OM book store ) that means these store keepers can even squash their borders from around 10 % to every bit low as 1-2 % to pull or retain a client by offering them the cheapest deal.
Organized sector ( OM BOOK SHOP )
About Om Book Shop
Retailer and Publishing House: Om Book Shop is a portion of Om Books International. a taking English linguistic communication trade publishing house in the subcontinent. and is a outstanding participant in the Indian book industries. The book retailing concatenation has a important presence across the Delhi-NCR part. Besides carrying books. films. magazines and Cadmium ROMs. Om Book Shop is besides a major distributer of books of many taking international imprints. OBI began printing in 1993.
Collection: With a strong focal point on kids books and coffee-table books. the shop has a diverse aggregation including books on Lifestyle. Nature and Wildlife. Fashion. Bollywood. Heritage and Culture. Management. Health & A ; Fitness. Cookery. Architecture and Insides. pictural books for kids etc. Children subdivision is a major push country for the company and OBI publishes children’s rubrics under the Om Kids imprint: illustrated classics. mythology. common people narratives. encyclopaedias etc.
Loyalty plans and other salient characteristics: Other salient characteristics Om Book Shop presently holds about 50 1000s registered clients with the Om Book Privilege Loyalty Programme which offers points. price reductions & A ; other offers to its loyal clients. OBS aims to popularise the Gift -a- book thought across its shops and delivers services like Dial-a-book which allows the clients to shop from their places ; and the efficient and helpful staffs in the book shops assists them in happening the right book or the right gift for the right juncture.
Overview: Merchandise. Class and Shop
Product Category: ‘Books’
Retail Format: Class Specialists
Customer sections: In footings of demographics. the Om Book store client can be a child/adult from any age group. gender. income category ( moderately good off ) etc. Shop: Om Book Shop is located in DLF Promenade Mall in Vasant Kunj. The shop is located on the second floor of the promenade and the floor program is provided in Figure1. The shop is strategically located in a manner that it falls on one of the 2 ways to the nutrient tribunal and film theater.
Figure 1: Floor Plan of Om Book Store
* Sale plan
Shop layout construction
Om book shop has a really functional and efficient physical layout. Mall sq. foot country is really expensive so at that place seems to be an attempt on portion of the book shop to use as much country as possible. Hence the layout may be a spot crammed for some clients. The bird’s oculus position of the layout is as follows:
The front position of the shop is a crystalline glass window through which a passer-by can easy see into the shop. The poster’s on show from the front position are merely of “OM publisher’s” in different classs like childs books. cook books. and life ( Amir Khan’s “I’ll Do it My Way” . The most popular and eye-catchy book classs are positioned near the entryway of the shop. The largest merchandising classs. Children’s books. Fiction. and New Arrivals are placed in shelves that a client brushs every bit shortly as he enters the shop. These subdivisions besides have the largest impulse bargain and are hence kept at the head. Om book’s self published books in the childs class is displayed in large hemorrhoids on the land straight in the line of way of a client who walks into the shop.
Since the kid frequently runs about taking his/her ain narrative books and activity ( colouring/mask ) books and to a great extent act uponing the purchase determination of the parent so the kids books of the OM publishing house has been strategically kept within range of the kid on the land to court the him/her. Other publications in the same Children’s class have been kept on the shelf and in “sideway” show to diminish their exposure to the child/parent. Om Publication’s in any other class when placed on the shelf have been given a frontal full show to promote gross revenues. Management books being the following most popular class. they have been placed right after the popular classs when comparing in footings of “distance from entrance” .
Classs refering to work or hobby like horticulture. traveling. cooking etc / or specific subjects of involvement like star divination. doctrine. poesy. etc have been grouped towards the terminal of the shop. furthest off from the entryway. This is because these classs can normally non make impulse purchase and so every client need non go through through these segments/aisles. Peoples who do purchase these books are targeted shoppers and will anyhow walk to the back terminal of the store to pick up his/her book.
These classs are non every bit popular as the others and have loyal client following. The impulse bargain accoutrements are lined along the transition on either side from the entryway to the hard currency counter. It is farther seen that the counter is placed at the other terminal from the entryway to guarantee that a client has to walk through all the impulse purchase offerings before he/she can purchase the book. The merchandises on offer in this so called “impulse accessory” shopping section are: pens ( Parker and boatman ) . magazines. cookery books. horoscope books. cardinal rings. bookmarks. marble-paper/wrapping paper. and best sellers in each class. It can farther be noticed that the best marketer subdivision merely prior to the hard currency counter is dedicated entirely to Om publication.
Extra facets of the Shop Layout
The layout is no uncertainty really functional maintaining in head the net income maximization doctrine of the shop and the chief docket of forcing its ain publication to the shopper. However the spacing of shelves is crammed with small walking infinite. barely any sitting infinite ( merely 2-3 stools ) . and merely 1 book base. The full focal point is on 1 merchandise offering i. e. books. Unlike rivals in the organized sector like Landmark. it is non concentrating on the full shopping experience. ( no java. no other points on offer like stationary etc. no sitting infinite ) .
Shop Ambience and Decor
The bookshelves were made of engineered wood like atom wood. This created a alone and rich traditional consequence. Plastic or metal bookshelves were non used since they do non look expensive and give a modern feel. which was non something the book shop wanted. Furthermore the atom wood was coloured a light shadiness of brown to give a bright and roomy/spacious expression to the shop. However the bookshelves were placed excessively close and for a peculiar subdivision of clients who prefer the amenitiess of abundant seating agreement. java installation. and walking infinite ( as provided by Landmark ) . the sheer functional design of the shop might be interpreted as a crammed. This might non work good for a peculiar section of clients whose engagement with the shopping experience is every bit high as. if non higher than the engagement with the merchandise itself.
Furthermore the shop works on the doctrine that it will concentrate on selling books entirely and non promote clients to pass hours merely reading in the shop. This is unlike some of its coevalss like Landmark that encourage clients to sit and read inside the shop. Hence at OM book shops some clients may kick that the staff hover near to them and do them experience uncomfortable if they stay excessively long. The shop dramas light and slow English instrumental music to accommodate the gustatory sensation of the higher-strata of people who normally visit the Promenade Mall and make a relaxed atmosphere in the shop. Instrumental music is played since a vocal with dictions would upset the concentration of a client reading the epilogue/back-cover of a book. This gives a modern-day feel to the shop.
Store Sale Programs
The store’s maximal net income comes from its Children’s subdivision. Hence the sale period coincides with the summer and winter holiday in schools in Delhi. December to Mid-January and May to June are the several winter and summer gross revenues. The shop is besides receptive to mall tendencies in sale. Since about every other store in the promenade had a sale in July. so the shop excessively announced a sale to hard currency in on the increased footstep to the promenade during the sale-period. There was no Flat Sale offer. Discount sums were graded on the footing of demand. Books with high demand had low sale ; New Arrival. Top 20 Fiction/Non-Fiction. general Fiction. and best sellers had merely 10 % price reduction. The shop felt that irrespective of the monetary value these books would sell and so gave negligible price reduction on them.
However on the childs subdivision the price reduction was higher. around 20 % . and even higher price reductions on children’s books published in-house by Om Publications. This is because the shop believes that parents during the sale period purchase in majority and a higher sale would bring on them to purchase more and yet it would non impact your borders. Furthermore parents are monetary value witting when purchasing for small childs since the books can non be added to a aggregation subsequently on and largely become irrelevant in a short clip after the kid has outgrown them. The sale on OM publication was the highest because they already had the highest borders on it due to the absence of a jobber. and hence could easy afford a big price reduction on those books. By touting the big price reductions they aim to pull consumers to their publication and yet do the largest net income on the same gross revenues.
The books with the largest price reductions ( say more than 50 % ) were displayed in hemorrhoids on the floor. This was due to the belief that even if the books weren’t displayed at eye-level. even so the mammoth sale sum would promote the shoppers to do the attempt of flexing down to pick up the book. To advertise the sale large ruddy spines were pasted on the glass walls of the shop which can be viewed by the insouciant shopper passing by the shop. Inside the shop the price reduction for each subdivision was mentioned individually through spines and arrows.
Store Loyalty Program
A book is by and large a merchandise class where the consumer’s engagement with the merchandise ( i. e. the book itself ) is much higher than his engagement with the shop. Even if a individual might hold shop penchants. yet his/her trueness lies with the book and non with the shop. Hence a consumer would non truly care much as to whether he bought his/her book at OM Book shops or at Landmark. which is a stones street arab. Therefore in order to hike keeping of loyal clients Om book shops has come up with a trueness plan. a privilege card holder construct which is as follows: * 1 point for every Rs. 10 purchase.
* Minimum points for salvation are 500 points.
* 1 point peers Rs 1 decrease in measure sum.
60-70 % of walk-in clients were privilege card holders and the shop already has 4500 privilege card holders. The strategy is a moderate success.
Shop Timings | 11 A. M to 10 P. M ( For Mall ) 11 A. M to 8 P. M ( For standalone store non the shop we studied ) | Working days| All 7 Dayss of the week|
Peak days| Saturday and Sunday|
Peak hours| Evenings station 6:00 pm|
Staff| 10-12 members including the director. Manager stands behind the counter at one of the two hard currency registries. He is accompanied by 2 staff members whose work is to: 1. Use the 2nd hard currency registry for speedy minutess during peak hr to forestall long queuing period 2. To acquire a book for a client if he/she straight comes to the counter and asks for a specific book. | Floor Staff responsibilities| * Taking attention of the specific three to four subdivisions assigned to them. * maintaining a path of stock list
* Filling the requisition signifier for the replenishing of stock * Steering the clients if required * Lodging the barcode behind each new book before puting them on the shelf. | Shifts| There are no displacements ; each staff member works throughout the twenty-four hours from 11:00 AM -8:00pm ( fixed ) and from 8:00pm-10:00pm ( variable ) depending on the haste. Hence post 8:00 pm the maintained staff is paid on overtime footing. | Showrooms ( strategic placement ) | NCR – 5 in promenades and 2 base aloneMumbai – 1 base aloneThe shop we studied was in the Promenade promenade beside DT film film ticket counter on the second floor. | Revenues| 1. 5 to 2 Lakhs on weekdays3 to3. 5 Lakhs on weekendsChildren. Fiction – highest selling class ( 80 % of gross revenues ) |
Consumer BUYING BEHAVIOUR
The merchandise class is such that it involves Limited-Decision Making by the clients. The grounds for purchase of a book from the shop can be: * Buying for self- Leisure
* Buying for ego Knowledge
* Buying for Others- Regular
* Buying for Others- Situational
The greater the motive to do an optimum determination. the more likely an attribute-based pick will be made. Thus. attribute-based processing is more likely for an expensive book purchase than it is for an cheap magazine. The easier it is to entree complete attribute-by-brand information. the more likely attribute-based processing will be used. A assortment of state of affairss influence which pick attack is most likely. A book bought with the purpose of a gift purchase is assigned more importance than a purchase for oneself. Therefore. gift purchases would be more likely to bring forth attribute-based determination procedures. Time force per unit area is a major determiner of pick procedure used. with increasing clip force per unit areas bring forthing more usage of attitude-based determinations. Therefore. we can place 3 major bunchs of clients that visit Om Book Shop.
Class I: DEDICATED Reader
This is the sort of individual who feels complete with a book in his manus. For him. the behavior is governed by his picks entirely and it is entirely his determination. He is ever seeking to happen the clip to acquire back to his book. He is convinced that the universe would be a much better topographic point if merely everyone read more. His primary information hunt happens within the shop merely.
Category II: LITERATE GOOD CITIZEN
This is the sort of individual who normally buys a book after reading it reexamine by a critic or an expert. Such a individual does more information hunt before coming to the shop. For our respondent group. the most dominant beginnings for this information were reappraisals and Bestseller lists published in newspapers. magazines or on-line web logs and sites likes Amazon. com.
Category III: FAD READER
This is the sort of individual who merely reads the popular books/ latest best sellers so he can be up to day of the month on what other people are speaking about and be seen by others as person who is good read. He frequently reads for the societal recognition he can acquire out of it. His primary information hunt is more through his friend circle or his group of co-workers from whom he might hear the latest ‘fads’ in footings of books. Such a individual could besides travel in for information hunt in popular newspapers/magazines or the portions on societal media web sites.