EXECUTIVE SUMMARY

Marketing theory and practice has become more and more customer

Centered, and managers have increased their emphasis on long-term client

Relationships because loyalty, stronger relationships and therefore longer

Customer lifetimes likely are associated with a greater degree of cross-

Buying, a more significant level of transactions and therefore higher profits.

This makes Customer retention rates and customer share of category purchase as

Important metrics in customer relationship management and loyalty programs or

Frequency reward programs. Thus it is important to find out whether these

Loyalty programs are influencing the buying behavior.

1
 Index Part A

Sr. No Title Page No.

1 Origin, Vision & Mission 7-9

2 Business Profile 10- 13

3 Functional Area 14-15

4 Organization Structure 16

5 Product and Service Range 17-25

6 Achievements/Recognitions 26-31

7 SWOT Analysis 38-42

8 Marketing Strategies 44-46

Part B

2
Sr. No Title Page No.

1 Introduction, Scope and Objective 47-54

2 Research Design 55-56

3 Data Analysis and interpretation 57-76

4 Findings, Recommendations & Limitations 77-79

5 Conclusion 80

6 Annexure 81-83

7 Bibliography 84

PART A
ORIGIN-

3
INTRODUCTION OF INDIAN RETAIL INDUSTRY

Retail is Indias largest industry, accounting for over 10 per cent of the countrys GDP and
around 11 per cent of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamic and fast paced industries with several players
entering the market. But because of the heavy initial investments required, break even is
difficult to achieve and many of these players have not tasted success so far. However, the
future is promising; the market is growing, government policies are becoming more
favorable and emerging technologies are facilitating operations. Retailing in India is
gradually inching its way toward becoming the next boom industry. The whole concept of
shopping has altered in terms of format and consumer buying behavior, ushering in a
revolution in shopping in India. Modern retail has entered India as seen in Sprawling
shopping centers, multi-storied malls and huge complexes offer shopping, entertainment
and food all under one roof.

EVOLUTION OF THE INDIAN RETAIL SECTOR

Back to the emergence of Kirana stores and mom-and-pop stores. These stores used to cater to the local
people. Eventually the government supported the rural retail and many indigenous franchise stores came
up with the help of Khadi & Village Industries Commission. The economy began to open up in the 1980s

4
resulting in the change of retailing. The first few companies to come up with retail chains were in textile
sector, for example, Bombay Dyeing, S Kumar's, Raymonds, etc. Later Titan launched retail showrooms
in the organized retail sector. With the passage of time new entrants moved on from manufacturing to
pure retailing.

5
 THE IMPORTANT 3 V's IN THE RETAIL INDUSTRY.

1. VALUE,
2. VARIETY &
3. VOLUME.

SIZE OF INDIAN RETAIL MARKET

India's retail sector is estimated to touch us$ 833 billion by 2013 and us$ 1.3
trillion by 2018, with a compound annual growth rate (cagr) of 10% - which is quite
lucrative. Al these estimations are due to the fact that the consumer spending has
seen a rise of around 75%, in the past four years. The organized Indian retail
market is slated to grow at a cagr of 40%, touching us$ 107 billion by 2013. 5% of
the Indian retail market is occupied by the organized retail sector, which is all
slated to witness the majority number of large format malls and branded retail
stores. The increase in the number of such malls would be first seen in south India,
followed by north, west and the east over the coming two years. Another latest
research shows that more than 100 malls spanning a space of over 30 million sq
feet is estimated to open in India between 2009 and 2010 end. Investment in the
organized retail market would be around us$ 503.2 million in 2009. This could go
further up to us$ 1.26 billion in the next four to five years, at a cagr of 40%.

India has emerged as the third most attractive market destination for apparel
retailers over the years. In India, apparel is the second largest retail category and
will have a 12-15% growth rate every year. Apparel, food and grocery is expected
to lead the organized retail sector in India. The Indian retail market has been
witnessing exponential growth with developments taking place not only in major
cities and metros but tier-ii and tier-iii cities in India are also on the focus.

MISSION STATEMENT:-

6
We shall deliver everything, everywhere, every time for every Consumer in the most profitable manner.

VISION STATEMANT:-

We share the vision and belief that our customers and stakeholders shall be served only by creating and
executing future scenarios in the consumption space leading to economic development.

1. We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.

2. We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segment- for classes and for masses.

3. We shall infuse Indian brand with confidence and renewed ambition.

4. We shall be efficient, cost- conscious and committed to quality in whatever we do.

5. We shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us

7
 COMPANY PROFILE

Founders of Vishal mega mart

To know the people perceptions towards VISHAL

MEGA MART.

Mr. amchandra Agarwal

Mrs. Uma Agarwal
Mr. Surendra Agarwal

1. Mr. Ram Chandra Agarwal, (Chairman & Managing

Director) He holds a bachelors degree in
commerce from St. Xaviers College, Kolkata.
2. Mrs. Uma Agarwal,( Executive Director)
She holds a bachelors degree in arts. Mrs. Agarwal
has more than 7 years of experience in the retail
industry. She has been associated with accounts
department of VRP.

Mr. Surendra Kumar Agarwal,( Executive Director)

He holds a bachelors degree in commerce. Mr.
Agarwal has more than 17 years of experience in
the retail industry. He has been associated with

8
store development and management at various
locations of VRPL.

9
THE FOUNDERS:-

Mr. Ramchandra Agarwal Mrs. Uma Agarwal

Mr. Surendra Agarwal

10
 VISHAL MEGA MART

V I S H A L
VALUE INCREASE SHIPPING HYPERMARKET AFFORDABLE LOW PRICE

PUNCHLINE:-

Vishal Retail Ltd, is one of the leading player in the Indian retail industry, is a lead the way in discount
retailing and is focused on tier II and III cities in the country. It has a strong presence in manufacturing
and retailing of readymade garments (apparels) retailing of non-apparels and a large variety of FMCG
products. The company has pan-India presence with 108 mid-sized hypermarket format stores as on April
28, 2008 covering about 2.3mn sq ft retail space area. Vishal is supported by strong manufacturing set-up
in Gurgaon, Dehradun and Manesar with a capacity of 5,000 garment pieces per day in each unit. It also
has 27 warehouses located in 8 key cities in India covering over 1.1mn sq ft area.

Vishal started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a
conglomerate encompassing 117 showrooms in 75 cities / 20 states. Indias first hyper-market has also
been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of
the single largest collection of goods and commodities sold under one roof in India. The group had a
turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra
Agarwal. The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal
2007. The turnover of the company for 09-10 was 1105 crore. The groups prime focus is on retailing.
The Vishal stores offer affordable family fashion at prices to suit every pocket.

11
EXECUTIVE SUMMARY

The Retail Sector is the largest sector in India after agriculture, accounting for over 10 per cent of the
countrys GDP and around 11 per cent of the employment. As an MBA (Retail Management) student I
have done my summer internship in retail store Vishal mega mart, During my training I have done price
gap analysis between Vishal mega mart, VISHAL MEGA MART & V-Mart on non-food category. After
that Consumer perception about Vishal mega mart, ,. According to analysis I observe that customer of the
Vishal mega mart; is not fully satisfied with their services. Because of less variety, assortment, poor
services & unprofessional employees behavior.

12
FUNCTIONAL AREA OF VISHAL MEGA MART

Vishal Mega Mart is one of the fastest growing retail chain in the
country. We are in the expansion phase. The expansion commenced
with Sonipat store last year i.e. Nov'12, and since then we have
added 25 stores to the network.

Job Description

OPERATIONS
Ensure SOP adherence, regular audits & reviews to meet
desired standards.
Ensure all administrative responsibilities are completed promptly
and accurately.
Supervises and coordinates activities of associates in
department of retail store
Assigns duties to associates and schedule break periods, work
hours, and vacations.
Inspects merchandise to ensure it is correctly tagged and
displayed
Analyze sales and inventory reports.

May be designated according to department managed or type of

merchandise sold as Apps-Department Manager; Non Apps-
Department Manager; FMCG-Department Manager, LP-
Department Manager, Admin- Department Manager, Logistic-
Department Manager.

PEOPLE MANAGEMENT
Responsible for team's development and performance.
Trains associates on Product Knowledge store policies,
13
 department procedures, and job duties.

SALES & MARKETING

Coordinating the in-store promotional activities for new releases
& special products.

May sell merchandise & assist sales associates in completing

difficult sales.

CUSTOMER SERVICE
Handle customer grievances and provide solutions

Listens to customer complaints, examines returned

merchandise, and resolves problems to restore and promote
good public relations.

Management Information Systems (MIS)

They have strong MIS capabilities that
make use of their technological investments to
generate valuable insight for them and help them
in improving their operations, as well as in
enhancing their speed of response to what
the customers want. They are thus able to monitor
their performance on a day-to-day basis,
across stores, departments and product
categories and compare the same with other
stores as well as across periods. This helps them
take corrective action on a timely basis, and
14
optimize their stock. They are currently using
Business Objects to analyze data related to the
buying trends of their loyalty customers.

Following are the table which shows the different

software used by the organization in the
organization activities, for customer transaction &
for employees working in the organization.

1. JDA ERP software

Functional Area: 9
Merchandising Buying,
product ordering, Receipt
confirmation, Stock
transfer, Inventory
Management, Sales
Merchandise evenmerMerchandising buying,
Merchandising Buying,
product ordering, Receipt
confirmation, Stock
transfer, Inventory
Management, Sales
Merchandise even
merchandising
Product ordering ,
Receipt,
15
 Confirmation,
stock
Management
sales
Merchandise event

Merchandising Buying,
product ordering, Receipt
confirmation, Stock
transfer, Inventory
Management, Sales
Merchandise ev
Comments: JDA is one of the leading ERP systems
used by many retailers for multiple business
models in regards to retailing. The system is fully
integrated and takes care of the supply chain
from a manufacturer to the end customer by using
back-end and front-end systems like MMS
(Merchandise Management System) & Win DSS
(Windows Distributed Stores Systems).

2. Oracle Financial software

16
Functional Area:
Financial Accounting
Comments: Completely integrated with their retail
ERP- MMS, allows them to get online integrated
financials.

3. RAMCO HRMS software

Functional Area:
.
Comments: Their system supports Personnel
Management, Payroll Management, Employee
Benefits Management, Training Management and
Executive Information.
4. WMS software
Functional Area:
Distribution and Logistics.
Comments: WMS enable the space planning and
also integrated SKU location which enable
faster picking and putting of merchandising.

17
 5. Arthur Planning software
Functional Area:
.
Comments: An integrated planning and decision
making tool.
6. Microsoft Exchange software

Functional Area:

Comments: Enterprise wide mailing solution.

THE POPULAR BRANDS OF VISHAL MEGA MART ARE:-

Zeppelin : Mens Shirts & Trousers

Fizzy Babe : Ladies & Kids Girls

Kitaan Studio : Mens Shirts & Trousers

Jasmine : Ladies & Kids Girls

Blues & Khakis : Mens Trousers

Zero Degree : Kids Boys

18
Paranoia : Mens Shirts & T-Shirts

Soil : Mens Shirts

Chlorine : Mens Shirts

Massa Bay : Mens Trousers & Bermudas

Fume : Mens Shirts, T-Shirts, Under Garments.

1.APPS

Zeppelin Men Shirts & Trousers

Fizzy Babe Ladies & Kids Girls
Kitaan Studio Men Shirts & Trousers
Jasmine Ladies & Kids Girls
Blues & Khakis Men Trousers
Zero Degree Kids Boys
Paranoia Men Shirts & T-Shirts
Soil Men Shirts
Chlorine Men Shirts
Massa Bay Men Trousers &
Bermudas
Fume Mens Shirts, T-Shirts,
Viveza ladies top, jeans
Mavie Men, s jeans

19
2.CDIT

Tandem Roti maker

Sunflame Food processor
Usha juice maker, dry iron
Philips Grinder, dry iron
Bajaj 2 jar juicer mixer, grinder
Kenstar juicer
Maharaja 2 jar juicer mixer
HUL water filter
Prestige electronic rice cooker

3. FMCG-

Bajaj face washg

Wipro hand wash
Dabar hair oil, honey
HUL Wim, domex, surf exel
Himalaya scrubs, face wash
ITC mangladeep
Godrej good night
Imlee tree fruit jam
Gubbara aloo bhujiya
Coco cola orange, uncle chipps,, lays
Mohini papad

20
PRODUCTS OF VISHAL MEGA MART

21
 VISHAL MEGA MART:-

PRODUCTS

FOODMART

Beverage
Cooked Indian
Cooked Chinese
Drinks
Fruits & Vegetables

FOOTWARE

Boys Girls

Shoes Slippers

Sandals Sandals

Ladies Mens

Shoes Shoes

Slippers Slippers

HOUSEHOLD

Acrylic Ware Copper Steel

Dinner Set Jug Cake Server
Glass Ware Thermo Ware Porcelain
Home Aids Pressure Cooker Non Stick
Floor Wiper Cooker Handi
Sanitary Brush Pressure Pan Dosa Tawa
Cup Tiffin Cup & Saucer
General Plastic Goods Electrical App. Bone China
Coffee Mug Chopper Soup Set

22
 Bucket Microwave Oven Dessert Set
Lemon Set Container etc.

LADIES ACCESSORIES

Personal Items Nail Polish Cosmetics

Cap(LCA) Necklace Lip Gloss
Socks(Las) Ring

LIFESTYLE

Time Zone Optical Gifts & Novelties

Ladies Wrist Watch Ladies Sun Glass Flower Vase
Mens Wrist Watch Mens Sun Glass Key Chain
Mens Accessories Electric & Electronics Perfume/Deo
Belts Battery(ABT) Spray
Wallets Calculator(EEC) Deo

GARMENTS

MEN

Upper Lower
Shirt Casual Jeans(MP)
Shirt Formal Cotton- Trouser(MPC)
Ethnic & Sports Winter Wear

Night Suits Suit(WMC)

T-Shirts Blazer (WMB)

Dupatta Windcheater

Sherwani Jacket

23
 LADIES

Upper Lower
Kurta Pants Jeans
Skirt Top Capri

Ethnic Winter Wear

Nighty Jackets

Lancha Stawl

Sharara Blazer

Salwar Suit Track Suit

BOYS

Lower Sets Winter Wear

Jeans Night Suit

Bermudas Baba Suit

Blazer Jacket

Upper Ethnic

Shirt Formal Kurta- Pyjama

24
T-Shirt Sherwani

GIRLS

Lower Winter Wear

Hot Pant Hipster Set

Skirt Jacket

Upper Ethnic

Tops (GWT) Sharara

Frock (GFK) Lancha

INFANTS

Garments Accessories

Hot Pant Bed Sheet

Frock under Garments

Baba Suit Socks

Winter Wear

Sweater

25
 Pull Over

HOME FURNISHING

Drawing Room Bedroom

Door Mat Bed Sheet

Carpet Pillows

Curtains Pillow Cover

Kitchen Bathroom

Apron Bath Mats

Kitchen Napkin Towel Gift Sets

SPORTS & FITNESS

Indoor games Outdoor games

Basket Ball Cricket Bat

T.T. Bat Football

Boxing Kit Lawn Tennis

Swimming Costumes Tennis Racket

Water Ball Tennis Ball

Fitness Equip.

Personal Gym

26
 STATIONERY

School Office Paper Mart

Exam Board Office File Diary

Clay Punching Machine File

Party Stuff

Balloons

Ribbons

TOYS & GAMES

Soft Toys Dolls Cycle & Scooters

Musical Toys Barbie Doll Cycles

Non-Musical Other Dolls Scooters

Board Games Infant Toys Video Games

Wooden Blocks Teether T.V. Video

Puzzles Swing Hand Game

TRAVEL ACCESSORIES

27
Luggages Portfolio Bags

Suitcase Shoulder- Bags

Pouch & Cases Executive -Bag

Waist Pouch School Bags

ACHIEVEMENTS

GROWTH OF RETAIL IN INDIA:-

Organized Share of retail sector is expected to increase to 8-9 percent in 2010-11

from 6 percent in 2008.

The Indian retailing market, it is a very fast growing sector. One reason that can be attributed to this rapid
entry of the foreign retail giants is that the Western Countries have reached a point of saturation in their
retail sector. Another reason as already mentioned earlier is the change in the tastes and preferences or the
psychographic of the consumers that is bent in their favour.

Although the retail sector in India contributes to about 10% in the GDP, it is the most underdeveloped
sector in terms of investments that are made in this sector. The organized sector is growing at 25-30 %
per annum.

28
29
GROWTH DRIVERS IN INDIA FOR RETAIL SECTOR

Liberalization of the Indian economy

Increase in spending Percapita Income.

Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating
the convergence of consumer tastes.

Introduction of dual income families also helps in the growth of retail sector.

Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.

Consumer preference for shopping in new environs.

Technology-savvy/Youth population.

Foreign companies' attraction to India is the billion-plus population.

Existing Indian middle classes with an increased purchasing power

Rise of upcoming business sectors like the IT and engineering firms

Change in the taste and attitude of the Indians

Effect of globalization

Heavy influx of FDI in the retail sectors in India.

30
 CHALLENGES OF RETAILING IN INDIA

The first challenge facing the organized retail sector is the competition from unorganized sector.

In retail sector, Automatic approval is not allowed for foreign investment.

Taxation, which favors small retail businesses.

Developed supply chain and integrated IT management is absent in retail sector.

Lack of trained work force.

Low skill level for retailing management.

Intrinsic complexity of retailing- rapid price changes, threat of product obsolescence and low
margins.

Organized retail sector has to pay huge taxes, which is negligible for small retail business.

31
 ORGANIZED RETAIL IN INDIA:-

The Indian organized retail industry is valued at about $300 billion and is expected to grow to $427
billion in 2010 and $637 billion in 2015. Retail Market India today is the second fastest growing
economy of the world after China. Indian economy will grow larger than Britain's by 2022, Japan by
2032 and by 2050 will become the second largest economy of the world after China. Indian market has
become the most lucrative market for retail investment in the world. Some of the factors which have
contributed to the growth of organized retail in India are: increase in the purchasing power of Indians,
rapid urbanization, increase in the number of working women, large number of working young
population.

Today people look for better quality product at cheap rate, better service, better ambience for shopping
and better shopping experience. Organized retail promises to provide all these. The Industry The various
formats of organized retail are: Hypermarkets: They store products of multiple brands comprising food
items and non-food items. Supermarkets: These are self service stores selling food and personal care
products. E.g.: Departmental stores: Retails branded goods in non-food categories. E.g.: Shoppers Stop.
Specialty Chains: These stores focus on a branded product or a product category. E.g.: Bata Convenience
stores: These are small self service outlet located in crowded urban area. Malls: A huge enclosures which
has different retail formats. e.g.: Nucleus Key players in organized retail are: Pantaloon Retail: It was
started by Kishore Biyani- India's largest retailer. The various formats of pantaloon retail are: Pantaloons,
Big Bazaar, Food Bazaar, Central etc. RPG Retail: Its various formats are: Food World, Music World,
Health & Glow, Spencer's Tata Retail (known as TRENT): Its various formats are: CromaWestsideStar
India Bazaar K Raheja Corp. Group: Shoppers' Stop, Hyper city, Crossword, InOrbit Mall Reliance
Retail Job Opportunities: Retail accounts for 8% employment in the country. In the next 2 years the
sector is set to provide 2.5 lakh job opportunities.

32
 UNORGANIZED RETAIL IN INDIA

Unorganized retailing is characterized by a distorted real-estate market, poor infrastructure and inefficient
upstream processes, lack of modern technology, inadequate funding and absence of skilled manpower.
Therefore, there is a need to promote organized retailing.

Facing stiff competition from corporate retail outlets, hawkers and small shopkeepers are not only
witnessing decline in business but also increased harassment and eviction drives. The 400 hawkers and
100 shopkeepers surveyed across five cities by India FDI Watch and Action Aid, about 85% of them said
their business was on a slide. Competition (from corporate retail outlet) was the number one reason cited
by the respondents for the decline of their business.

Shopkeepers have increased their work hours to compete with big retailers. About 60% of hawkers and
64% of shopkeepers are working 10-12 hours per day, while 24% worked for 13 hours or more. Incidents
of extortion and eviction have also increased because of the entry of big retailers, the study pointed out.
45% of those surveyed said the levels of harassment and/or evictions had increased recently.6%said it
was a cause of decline in business.

India FDI Watch also slammed a think-tanks report that says the organized and unorganized sectors can
co-exist. Just because organized retail might grow nationwide does not mean that it will grow and co-
exist with unorganized retail especially given the anti-competitive practices that corporate retailers are
already employing.

33
COMPANY PROFILE OF V-MART

34
 COMPANY PROFILE

A company named varin commercial Pvt. Ltd. Was started on oct-2002 at new Delhi by
two person Mr. lalit Agrawal and Mr. Hemant Agrawal they both are the director of the
company. Head office od this company is situated at new-Delhi. At present in Delhi they
have three stores which as follows

H.O.:

Mayapuri Industrial Area,

Gate No. 1, Phase-II,

New Delhi-64.

Show Rooms:

Bunglow road, Kamla Nagar, New Delhi.

Lajpat Nagar, New Delhi.

Pitum Pura, New Delhi.

Total handling is done by Delhi based office. They had started with only one show room
at Delhi and by the passing of time they were thinking of expansion and had established a
show-room at Ahmedabad that is in Gujarat on 5th oct. 2003 with the store name of V-
MART at

Broadway business centre,

Law garden corner,

Ahmedabad-Gujarat.

35
The Handling of this region was taken care by Mr. Hament Agrawal. During very short
span of time they had started a new show room in Ahmedabad itself on 25th dec. 2003. at

Fun-Republic,

Sarkhej Gandhinagar Highway,

Nr. ISCON temple,

Ahmedabad.

Recently they had also started one new show room at Rajkot In saurastra in collaboration
with Adani B2C India Limited on 28th Feb.

The management hierarchy followed by this company is as follows

The Director

Manager

Floor In charge

Cashier

Staff-Member

36
For the time period from Oct 2002 to as on today they had touch the turn over near about
12-15 Cr. And had open five new branches. It is a big achievement isnt it. The purchasing
system is totally centralized from Delhi and they are also purchasing locally to fulfill the
local requirement as per the region. The vision of this is to reach at each state by opening
atleast one outlet of V-MART. They mention in their future plan is to follow their slogan
SABSE SASTA SABSE ACHHA and also to satisfy their customer with high level of
customer delight.

In store there is a bar coding system is applicable to each and every item. They
have computerized system for maintaining their inventory. They are having two systems
for maintaining their accountings.

Gini System

Tally

So by the way they have totally six outlets which are

Three at Delhi

Two at Ahmedabad

One at Rajkot

In near future, they are planning to open their outlets again in Gujarat Region at Baroda
and Surat.

37
 LIMITATION:-

Although it would have been nice to conduct a perfect research study, but this study is conducted under
certain limitations, which were faced while doing this research. So it is highly recommended to consider
these limitations while going through the project study.

These limitations are as follows

1. LIMITATION OF DATA

The statistical data regarding the city was not available to us on secondary source of data and to generate
such data on the primary source was a task, which cannot be achieved in such a short time.

2. LIMITATION OF TIME
The limitation of time was another constraint in the study as the study had to be conducted in few months
therefore many aspects have been left unexplored. Locating the target customers is very time consuming.
Research period is not just much enough to know fully about the Price strategies & consumers perception
about Vishal mega mart, Jalandhar-II.

3. INHIBITIONS OF THE RESPONDENTS

The respondents did not reply the question with precision as they were busy with their own work or they
were not interested in taking part in such a research. Employees sometimes feel hesitated while telling
about their view about their marketing strategies.

Other Limitations are:-

4. Sample size is limited due to the limited period allocated for the survey.
5. Getting accurate responses from the respondents due to their inherent problem is difficult. They may
be partial or refuse to cooperate.
6. Respondents may not be interested to give the data.
7. Sometime respondents are not taking interest in such type of surveys therefore there is chance that
they might be giving wrong information.
8. The respondents are free from all barriers so he/she can give his/her opinion which may not be true
in many occasions.

38
9. The staff of the Vishal only provides/ communicates the merits of its products.

10. Secondary data is not available of Vishal mega mart,

39
SWOT ANALYSIS

S W O T ANALYS I S (based on above analysis)

40
 Some of the strengths and weaknesses of Vishal Mega Mart, Model House, Most of the weaknesses &
strengths has been given by customers through to questionnaire..

1. STRENGTHS:-
Understanding of the value retail segment
Logistics and distribution network.
Model Town is neighbor town. And Model town is the richest area.
New or best locations
Private labels
It sells product at cheaper prices also with discount.
Garment sector of the Vishal is much more superior to other retail stores.
It offers wide range of products under one roof.
It is the only store in Modal house, where you can exchange the goods after purchase. (On
selected items).
The Vishal Mega Mart is situated at the good market place Model house.
It segments on middle and lower middle income groups.

2. WEAKNESSES:-
Lack of parking space because parking area is not clean & there has been so many things kept on
that area which is not require.
Slow performance of the Stores.
Employees behavior is not professional.
Lack of cleanness in the store.
Daily customers footfall is very less around 200 to 300 average.
Inexperienced and unskilled management team except managers.
Supply chain management is quite slow.
Information technology systems are not working properly like- CCTV. CEMERAS, PRINTERS &
SCANERS etc.
Layout of the Vishal mega mart - is quite average.
Lighting system in not good. Because many lights are not working in the stores.

41
 In Vishal A.C. sound is very noisily inside the store. Which irritate the customers..
Music system is not good. Because there has been playing two-2 songs at the same time. This makes
noise in the store.
Absolutely no brand awareness for the product. (Z-Line).
Need to incorporate many new features as per customer requirement.
Lack of proper extraction of work from staff.
Need to include more assortment & varieties of the same item.
Need to provide more offers/ discounts on FMCG. Here the perception of the people is quite low,
because from my consumer behavior survey I have found out that most of respondents think that
Vishal Mega Mart is not providing good offers/discounts on FMCG in comparison of Big bazaar,
VISHAL MEGA MART, Easy day & V-Mart.

3. OPPORTUNITIES:-
Increasing penetration in the city by leveraging their supply chain, distribution and logistics network
Emphasis on Backward Integration.
Expansion of FMCG.
Increasing customer satisfaction and our base of loyal customers
Continue to upgrade information technology systems and processes
Continue to train employees and seek entrepreneurship from employees.
To increase the customer satisfaction by providing different variety of products.
Z-line (Manufacturing unit of Vishal) if we create the brand image of it. It will get additional sales
in the future.
Coming era is of knowledge and information if we sell our manufacturing unit product through
internet so we can create its brand image + additional sales in future.
There is a boom of retail in future according to current scenario. If Vishal creates brand image of its
Z-line product, so it can give direct competition to the other branded products in future.

42
4. THREATS:-
Independent small stores.
Demographic Changes.
V-Mart, VISHAL MEGA MART, Easy day & Big-Bazaar.
Overseas group entering the market.
Increased competition in the domestic market.
Basti Chowk is hooligan & gangster area. Where is very difficult to run any kinds of retail store.

KEY FINDINGS

Products availability in Vishal mega mart is not up to the mark. Especially in grocery section.
Noisy and unpleasant environment is irritates customer. Air conditioning is not so good.
Discounts and offers doing well in the store.
Product display and signage is average.
Quality in products is average.

43
 Location of Vishal mega mart is good.
Parking facility in Vishal mega mart is not good.

MARKETING SRATEGIES OF VISHAL MEGA MAR

Product
Vishal Mega Mart off ers a wide range of products which
starts from apparels to food items, footwear to home
furnishing, crockery to sport items, child care products to
toys, watches, drinks etc. There are many in house brands
promoted by Vishal Mega Mart. In pursuance of their

44
business plan to diversify their portfolio of offerings, FMCG
products play a key role.

Price

Vishal Mega Mart promises its consumers the lowest available price. The concept o
f psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Vishal
Mega Mart also caters on Special Event Pricing (Close to Diwali, Christmas, and
New Year etc.).Selling combo-packs and offering discount to customers. The
combo-packs add value to customer. Through Bundling, they also reduced the
price of the products. In addition toVRPLs strategy to continue procurement of
goods from small and medium size vendors and manufacturers which leads to cost
efficiencies, VRPL intends to procure FMCG and apparels from low-cost production
centers located outside India. Towards this objective, VRPLs propose to increase
their procurement of finished and semi-finished goods from China and thereby
realize economies of scale and pass on the benefits so accrued to their customers.

Place

Vishal Mega Mart stores are located in 110 cities with more than 180 outlets.

VishalMegaMart has presence in almost all the major Indian cities. They are aggres
sive on their expansion plans. VRPL intend to increase their penetration in the

45
country by setting up new stores in cities where they already have presence, as
also entering into new areas in the country. In particular, they intend to focus on
expansion in Tier II and Tier III cities. VRPLtarget locations with good infrastructural
facilities such as easy accessibility, provision for water, electricity, parking, security
and other basic amenities.

Promotion

Advertising has played a crucial role in building of the brand. Vishal Mega Martadv
ertisements are mainly seen in print media i.e. newspapers, Television with Tina
Parekhas there in advertisement, and sometime road-side bill-boards. VRPLs
category management system is used to plan promotional schemes. They launch
promotional schemes weekly. Apart from general sales promotion, the category
manager formulates promotional plans for slow movers.
In addition, to promote sales, they focus on layout of the stores and positioning,
presentation and display of merchandise, in order to appeal to the customer.

promotion
Promotion
Advertising has played a crucial role in building of the brand.
Vishal Mega Mart advertisements are mainly seen in print media

46
i.e. newspapers, Television with Tina Parekh as there in
advertisement, and sometime road-side bill-boards.
VRPLs category management system is used to plan promotional
schemes. They launch promotional schemes weekly. Apart from
general sales promotion, the category manager formulates
promotional plans for slow movers. In addition, to promote sales,
they focus on layout of the stores and positioning, presentation
and display of merchandise, in order to appeal to the customer.
In addition, VRPL have introduced, in association with SBI
Cards & Payment Services Private Limited, a co-branded credit
card. VRPLs propose to continuously undertake
such initiatives to increase the satisfaction of their customers.
Vishal Mega-mart started many new and innovative cross-sell
and up-sell strategies in Indian retail market. The
various promotion techniques used at VMM include:-5 Din Ki Maha
Bachat-2 din Ki Maha Loot-Dhan- teras Dhamaal-Great Savings-
Vishal Mega Mart Gift Voucher Rs. 1000.-25% Off On All Items
Every Month-Discount Offers At Various Festive occasions-
Grand Winter Sale 50% &60% discount for 2 days-Paise
Bachao Aandolan 9 Din Ki Maha Loot-Vishal Reward Plus:
Consumers can make purchases at any store and accumulate
points at a central level. These points are redeemable at any of
our stores.-Cross category promotions are now catching up where
discounts are being offered on grocery purchases, redeemable
against purchase of apparel and household products.

people
People
Vishal Retail has been established by Mr. Ram Chandra Agarwal, a
first generation entrepreneur.
He has been instrumental in expanding the business from an
apparel store in Kolkata to 82 value retail stores with pan- India
presence.

47
The salient features of staff of VMM are : Monthly, weekly& daily
sales targets are communicated to the staff & efforts are made to
consistently achieve the set targets.-Employees are motivated to
think out-of-the-box. Retail sector is in growth stage so staffs is
empowered to take innovative steps.-Multiple counters for
payment, staff at store to keep baggage and security guards at
every gate, makes for a customer-friendly atmosphere.

VMM motivates & retains store staff & maintains a positive work
environment. -Well-dressed staff improves the overall appearance
of store.-Strong Recruitment Cell, 2,509 employees joined in
2009.-8500 employee Strength.

Process

Process
VMM adopted the business model as shown in (Figure-9) to
run their activities smoothly.
This process includes four steps as follows: Manufacturing
Capacity; Strong Logistics; Products; Retailing The goods'
dispatch and purchasing area has certain salient features which
include: --Multiple counters with trolleys to carry the items
purchased.-Proper display / posters of the place like (Kids Wear,
Grocery, and Stationary etc.).-Home delivery counters to be
started soon.-Three Layer Security It deals with the final
deliverable or the display of written facts. This includes the current
system and available facilities.-Infrastructure-Stand Alone

48
Commercial Building-Clean, Air-conditioned outlet-Equipment
computer, BCR, Desk etc State of Art. Checks.-No. Of Parallel
Billing Counter -Retail Exchange Software

Solution PRIL-Integrated With SAP & ERP.

SALES PROMOTION TECHNIQUES ADOPTED BY

VISHAL MEGA MART

49
50
1. Price-off offer:
Under this offer, products are sold at a price lower
than the original price. This type of scheme is
designed to boost up sales in off-season and
sometimes while introducing a new product in the
market.
Example:
Buy 2 men T-shirts at Rs. 599/- and 1 T-shirt at Rs.
399/- (MRP: Rs.399/T shirt).
Buy 2 men T-shirts at Rs. 749/- and 1 T-shirt at Rs.
499/- (MRP: Rs.499/T-shirt).
Buy 3 men round neck T-shirts for Rs. 399/- (MRP:
Rs.199/T-shirt).
Buy 2 men V neck T-shirts at Rs. 499/- and 1 T-
shirt for Rs. 299/- (MRP: Rs. 299/T-shirt).
Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/T-
shirt).
Buy 1 woman top and get Rs. 100/- off on the
bottoms.

51
 2. Discounts:
Under this, the products are sold at a discounted
price with percentage discounts on the original
price. This type of scheme is designed to boost up
sales in off-season.
Example:
30% off on all the men formal shirts and
trousers.
30 % off on all the women formals and casual
outfits.
3. End of season sale:
4. Seasonal offers:
Vishal Mega Mart provides the customers with
various discounts and price-off offers at the stores
and factory outlets on the seasons like winter and
monsoon. This type of scheme is designed to boost
up sales in these seasons.

52
5. Festival offers:
Vishal Mega Mart have come up with festive offer
during Diwali and Christmas by giving away gifts for
purchases that are made at the store for cheaper
price. If you shop for Rs. 4500 you get a
Trolley bag worth Rs. 1299 for Rs. 149 only. If you
shop for Rs. 2400 and above you get a lemon set,
which is said to be imported, worth Rs. 649 for Rs.
99 only.

6. New Year offers:

Vishal Mega Mart offers gifts for purchases that are
make at the store during the New Year for cheaper
price. If you shop for Rs. 3500 you get a Imported
Designer Glass Set for Rs. 249 only.

53
If you shop for Rs. 2500, you get a 3 nights and 4
days holiday package for a couple on an
International cruise.
.7. Discount Coupons:
Vishal Mega Mart offers 25% discount on its large
range of
apparels. The coupon is valid for limited period.
This coupon is valid for 25% off on any product
purchased from
www.vishalmegamart.com

8. Gift Vouchers:
Vishal mega mart Fresh Fashion offers many
vouchers ranging different denominations like
Rs100, Rs.250, Rs.1000 and Rs.2000. These
vouchers are exchangeable with the products by
the

customers at all the Vishal Mega Mart showrooms in

India. The vouchers are a better option rather than
gifts for the employees and customers as they are
not bound for a particular thing to accept. They are
given free choice for choosing better gifts for
themselves by using vouchers.
Vishal Mega Mart vouchers offer a wide range of
products and services for shopping. It has got

54
coverage in 15 cities including 22 outlets. It thus
offers good gift vouchers to its customers, clients
and sales force also to keep good relationships
amongst each other. The most famous Gift
Vouchers by Pantaloons Fresh Fashion are
Trendsetters and Connoisseurs Choice.

SPECIAL STRATEGIES:-

1. To minimize retailing cost.

2. Operating:- Fewer staff on the floor; one person for every 500 sq.ft.

55
3. Minimize the furniture cost.
4. Saving shelf space.

5. Way to deal unsold stock off.

6. Todays Price:- Everyday a chosen product is being sold at lower than usual
price.

PART -B
ABOUT RETAILING
1. What is Retail?
56
 The word retail is, in fact, derived from the French word RETAILER, which means
to cut off a piece or break bulk. A retailer may be defined as a dealer or trader who sells
goods in small quantities or one who repeats or relates. Retailing can hence, be
considered as the last stage in the movement of goods and or services to the consumers.
put simply, any firm that sells products to the final consumer is performing the function of
retailing .it thus consists of all the activities involved in the marketing of goods and
services directly to the consumers, for their personal, family or household use.

The past century has been witness to many changes occurring in our everyday
world. Industrial and technological growth has made a significant impact on our lives as
consumers. One such industry, which has made a phenomenal impact on our daily lives, is
retail. This industry touches our lives as end consumers, by providing us with the products
or services that we need.

Almost everything we use in our daily lives including the feed we eat, the clothes
we wear, and the things we need for our homes or for ourselves, are bought from retail
stores. Goods are manufactured all over the world but are ultimately sold to us through
these retail stores.

India has already proven its mettle as superpower in the arena of information
technology. The retail industry offers to bloom to the same level if conductive
environment and support is provided it. Indias one billion populations make the country
the second largest in the world in terms of population which is the very basis for
successful organized retailing. We should take heart from the fact that most of the worlds
successful retail stories in the developed as well as developing countries have shaped up in
small towns and villages.

57
 Retailing is a green pasture not just for individuals or companies but also comes
with job opportunities in all aspects of the operations. Professionalisms in retail while still
in its infancy does show some promising future for those keen to make a career in this
fascinating world.

2. What is Retailing?

Retailing consists of those business activities, which are involved, in the

sale of goods or services to consumers for their personal, family or household
use. It is the final stage in the distribution process for good and services from
manufacturers to final consumers.

Typical Distribution chain

Source: - Retail Management

58
By: - Ron Hasty, James Reardon.

Retailing involves

- Interpreting needs of the consumers

- Developing good assortments of merchandise
- Presenting them in an effective manner so that consumer fined it easy and
attractive to buy.

Retailing differs from marketing in the sense that refers to only those activities, which
are related to marketing goods and/or services to final consumers for personal, family
or household use.

Whereas marketing, according to American Marketing Association, refers to the

process of planning and executing the conception, pricing, promotion and distribution
of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.

Organizational buyers purchase in order to perform a task or sell a product effectively,

efficiently and at a profit. They could be industrial buyers or intermediary buyers.
Industrial buyers are those who purchase goods and services to be used in or to aid
manufacturing process. Intermediary buyers art include street vendors, local
supermarkets, department stores, restaurants, hotels, barbershops, airline and every
bike and car showrooms. Still retailing may or may not involve the use of a physical
location. Mail and telephone orders, direct selling to consumers in their homes and
offices and vending machines all fall within the purview of retailing. In addition to it
, retailing may or may not involve a retailer. Manufacturers, importers, non-profit
firms and wholesalers are acting as retailers when they sell goods and/or services to
final consumers.

59
Whatever the form of retailing, a retail marketing strategy defines the execution of the
marketing process and facilitation of customer satisfaction. This retail marketing
strategy involves selecting a retail target market (i.e. the carefully/exactly identified
group of final consumer that a retailer sees to satisfy) and then implementing the
corresponding retail marketing mix (i.e. a combination of product, price, promotion
and distribution strategies that will satisfy the retail target market). The table depicts
consumer service as the crux of the whole activity.

Retail Marketing Mix.

Product Branding Price

Packaging Cost of Goods

Product Design Business

Assortment Expenses

Services Gross Margin

Profit

Promotion Distribution

60
 Advertising Logistics

Personal Selling Store Location

Sales Promotion Site Evaluation

Public Relation Transportation

Visual Merchandising Storage of Goods

Source: - Retail Management By: - Ron Hasty, James Reardon.

The implementation of such a retail strategy mix benefits consumer and producers and
yields economic utility. The same has been explained in detail in Annexure-1.

3. RETAILING IN INDIA

RETAIL SALES

The retail market in India is estimated to be worth around USD 180 billion. It is
Indias largest source of employment in the country after agriculture, employing more than
20 million people. The retail industry in India is largely unorganized with small and
individually owned businesses accounting for more than 98% of total retail sales.

There are nearly 12 million retail outlets in India, with a majority of them located
in rural areas. Though India has one of the highest numbers of retail outlets as a
percentage of population in the world, the retail space at 2 sq .ft per capita is amongst the
lowest. There has been a growing shift towards organized retailing in India in recent years.

61
 At present, organized retail in India is estimated to be 2% of the total retail sales.
Experts have predicted high growth in organized retailing and some have projected
organized retail to grow by 30% until 2005.

Recent years have seen the entry of several new players in the retail industry;
chains such as Westside, Shoppers Stop, Food world, Crossroads, Wills Lifestyle and
Lifestyle have been establishing themselves in the retail market. In addition several of the
existing players such as Nilgiris and Subhiksha, have been focusing on expanding their
operations. With per capita incomes rising and disposable income rising too, retail
industry is likely to witness high growth. Established retail brands, due to their image of
consistent quality and service, may be the most from these trends.

OBJECTIVES

62
 OBJECTIVES:-.

1. To understand marketing strategies of Vishal mega mart and V-Mart.

2. To compare the pricing strategy of -Vishal mega mart and V Mart.
3. To analyze the customer satisfaction level of Vishal mega mart & V-Mart.
4. To know the people perception towards promotional strategies of vishal mega mart & v- mart.

63
 RESEARCH METHODOLOGY
RESEARCH METHODOLOGY:-

Research Methodology is a way to systematically solve the research problem. When we talk to research
methodology we not only talk of research methods but also consider the logic behind the method we use
in the context of our research results are capable of being evaluated either by researcher himself or by
other. The purpose of this section is to describe the methodology carried out to complete the work. The
methodology plays a dominant role in any research work. The effectiveness of any research work
depends upon the correctness and effectiveness of the research methodology. This section deals with
research design used, data collection, methods used and sampling methods used.

MY RESEARCH DESIGN

64
 I have chosen descriptive research design for my study because I am interested in knowing the consumer
perception about Vishal mega mart,. To accomplish the predefined objectives of the research, descriptive
research design is used to collect the require information from the sources.

TYPE OF RESEARCH

(DESCRIPTIVE RESEARCH) The main goal of this research is to describe the data and
characteristics about what is being studied. The idea behind this type of research is to study frequencies,
averages, and other statistical calculations. Although this research is highly accurate.

TYPE OF DATA

1. PRIMARY DATA

The primary data is that which details we collect from the market and also used first time in the
research. So in this research we collect data very first time from customers which are totally fresh.

2. SECONDARY DATA SOURCE

Companies Broachers

Companies Website

Internet.

Magazines, journals, pamphlets, advertisements, newspapers & articles etc.

Websites like scribd.com & proquest.umi.com.

The purpose of using the secondary data is to increase the accuracy of analysis.

65
DETAILS OF RESEARCH:-

METHOD USED SURVEY METHOD

Data used: Both Primary & Secondary

Instrument used: Structured Questionnaire
Sample size: 100
Data Analysis Tools: column, bar & area charts
Type Of survey: Interview

DATA ANALYSIS
66
 PRICE GAP ANALYSIS (NON FOOD ITEMS):-

PRICE GAP BETWEEN VISHAL MEGA MART & V-MART:-

Sr.No. ITEMS VISHAL V.MART RELIANCE FRESH

1 VIM 64 63.7 60
2 PANTEENE 199 190 174
3 TIDE 220 210 199
COLGATE (FRESH
ENERGY)
4 66 55.4 53.9
5 VATIKA 85 85 70
6 HEAD & SHOULDER 129 120 120
7 PRIL 72 72 64

67
Mean:-

The simple mathematical average of two or more numbers. Through to this calculation we can know the
average price gap between Vishal Mega Mart, , &V-mart, ,

ITEM NO. 01 (VIM-BAR):-

VIM-BAR DIFFERENCE
V-MART 0.3

4
VISHAL MEGA MART
X = 4.03
TOTAL

MEAN= Xn

MEAN=4.32= 2.015 ANS.

ANAYSIS: -

68
This observation shows that VIM-BAR price gap is 2.015. VISHAL MEGA MART is selling Vim-Bar 60
Rs. This is cheapest rate as compare Vishal mega mart & VISHAL MEGA MART.

ITEM NO. 02 (PANTEENE)

PANTEENE DIFFERENCE
V-MART 9

25
VISHAL MEGA MART
X = 34
TOTAL

MEAN= Xn

MEAN=342= 17 ANS.

ANALYSIS: -

This observation shows that Panteene Shampoo price gap is 17 Rs. But this is not good symbol for Vishal
mega mart because other stores selling same product cheapest price. Vishal mega mart selling Panteene
Shampoo 199 Rs., VISHAL MEGA MART 174 Rs & V-Mart 190. This shows that there is immense
price difference between all stores. And bad thing is this Vishal is that store who is selling very costly as
compare other competitors.

ITEM NO. 03 (TIDE)

TIDE(4kg) DIFFERENCE
V-MART 10

69
 21
VISHAL MEGA MART
X = 31
TOTAL

MEAN= Xn

MEAN=312= 15.50 ANS.

ANALYSIS:-
This observation shows that TIDE (4kg) price gap is 15.50 Rs. This is also big defferecial price. And
there is also Vishal mega mart is costly store as compare others stores.

ITEM NO. 04 (COLGATE WITH FRESH ENERGY):-

COLGATE WITH FRESH ENERGY DIFFERENCE
V-MART 0.6

2.1
VISHAL MEGA MART
X = 2.7
TOTAL

MEAN= Xn

MEAN=2.72= 1.35 ANS.

70
ANALYSIS:-
This observation shows that Colgate with fresh energy product price gap is 1.35 Rs. This is quite good
average as compare other stores.

ITEM NO. 05 (VATIKA SHAMPOO):-

VATIKA SHAMPOO DIFFERENCE

V-MART 0.00

15
VISHAL MEGA MART
X = 15
TOTAL

MEAN= Xn

MEAN=152= 7.50 ANS.

ANALYSIS:-
This observation shows that Vishal mega mart & V-Mart stores selling Vatika Shampoo at same price.
But VISHAL MEGA MART is giving 15 Rs less price as compare Vishal & V-Mart. But Vishal mega
mart & V-Mart are selling vatika shampoo with gulabari free so price gap is not a big deal. And Price gap
is 7.50.

ITEM NO. 06 (HEAD & SHOULDER):-

HEAD & SHOULDER DIFFERENCE

71
 V-MART 9

9
VISHAL MEGA MART
X = 18
TOTAL

MEAN= Xn

MEAN=182= 9 ANS.

ANALYSIS:-
This observation shows that price gap is 9 Rs. V-Mart & VISHAL MEGA MART are selling at same
price 120 Rs. But bad thing is this Vishal mega mart is selling at Rs. 139. Which is costly as compare
other stores..

ITEM NO. 06 (PRIL):-

PRIL DIFFERENCE
V-MART 0.00

8
VISHAL MEGA MART
X = 8
TOTAL

MEAN= Xn

MEAN=82= 4 ANS.

ANALYSIS:-
This observation shows that price gap is 4 Rs. V-Mart & Vishal mega mart are selling at same price 72 Rs.
But bad thing is this VISHAL MEGA MART is selling at Rs. 64.

72
73
 QUESTIONNAIRE ANALYSIS BASED UPON CUSTOMER PERCEPTION & STRATEGIES ABO
ABOUT VISHAL MEGA MART& V-MART
1. How often do you visit Vishal mega Mart.?

(a) Once [ ] (b) twice [ ] (c) Thrice [ ] (d) More (please specify)

Once 24
Twice 30
Thrice 16
More 30
Total 100

ANALYSIS:-

The observation shows that 30 % of people out of 100 customers surveyed used to come in Vishal mega
mart on twice & more than four times which shows that local customer in Vishal mega mart used to come
so many times. Because many families used to come and purchase their home care products & so many

74
things. And only 24 % & 16% prefer to go once & thrice time. Overall we can say that in Vishal mega
mart is a family store. Where they can get everything whatever they want to purchase.

75
 How much money do you usually spend on Vishal Mega Mart in a month?

(a) 0 to 2000 [ ] (b) 2000 to 5000 [ ] (c) 5000 to 8000 [ ] (d) More than 8000 [ ].

o to 2000 42
2000 to 5000 36
5000 to 8000 14
More than 8000 8
Total 100

ANALYSIS:-

42 % of people spend their money or mostly people used to spend their money (0 to 2000 Rs). And 36%
customers spend 2000 to 5000 Rs. In Vishal mega mart which shows that people mostly spend their
money up to 5000 Rs. 14% customer is there who spend 5000 to 8000 Rs. In Vishal Mega Mart store..and
8% customer who spend more than 8000 Rs in Vishal store.

76
 .

2. With whom do you usually come with?

(a) Alone [ ] (b) with friends [ ] (c) with family [ ] (d) other (plz specify).

Alone 12
With Family 56
With Friends 28
Others 4
Total 100

ANALYSIS:-

The observation shows that 56 % of customer used to come with their family. And 28% customers are
there who comes with friends. And there are so less customer who used to come alone & with others
because its family store and young and one customer try to avoid coming in Vishal Mega Mart.

77
3. Do you come in Vishal Mega Mart?

(a) Casual [ ] (b) Planed [ ]

casual 40

planed 60

Total 100

ANALYSIS:-

The observation shows that 60 % of customer come with planning in vishal.Because its family store so
family make plan that when they have or should go for purchase in Vishal mega mart. And 40%
customers are there who comes casually.

78
4. features you considers when you purchase in Vishal Mega Mart. please give the rank.

(A) PRICE
GOOD 58
VERY GOOD 0
AVG. 38
POOR 0
VERY POOR 4
TOTAL 100

ANALYSIS:-

The observation shows that 58 % of customers think that price of Vishal mega mart is good & 38% think
that its average price. But bad thing is that according to survey there is not even one customer who give
very good rank for Vishal price as well as poor rank. But 4% customer is also there who give the rank
very poor. This shows that its price is not reasonable.

79
 (B) PRODUCT QUALITY
GOOD 36
VERY GOOD 2
AVG. 58
POOR 4
VERY POOR 0
TOTAL 100

ANALYSIS:-

According to this analysis 58% customer think that its product quality is Average & 36% customer think
that quality is good. Maximum no. of customer feels that its product quality is nice as per the
requirement. 2% customers think that its product quality is very good as well as very poor. And 4% think
that its poor quality product. Overall survey shows that its Vishal mega mart has nice product quality.

80
 (C) VARIETY
GOOD 16
VERY GOOD 0
AVG. 60
POOR 22
VERY POOR 2
TOTAL 100

ANALYSIS:-

Observation shows that 60% of customers are there who think that in Vishal mega mart variety of the
product is Average & 22% customer think that variety is poor. 16% said that variety is good and 2%
customer is also there who think that variety is very poor. So according to this survey I can say that if
they wanted to increase their sale volume in future they need to maintain good variety of the product then
they can increase their sale.

81
 (D) OFFER
GOOD 56
VERY GOOD 12
AVG. 28
POOR 4
VERY POOR 0
TOTAL 100

ANALYSIS:-

Observation shows that whatever offers Vishal mega mart offer which is good. That is why 56%
customers think that offer is quite good as compare other retail stores. and good thing is that there is not
even one respondent who give very poor rank for Vishal mega mart offers. And 28% respondent think
that its offers is Average.12% customer think that offer is very good & 4% think that poor. Overall I can
say that its good result of this question or survey.

82
5. How is the behavior of staff members of Vishal Mega Mart?

STAFF BEHAVIOR
GOOD 34
VERY GOOD 4
AVG. 44
POOR 12
VERY POOR 6
TOTAL 100

ANALYSIS:-

This observation is based upon Vishal mega mart employees. Its quite flabbergasted survey which show
that behavior of the employee is not up to the mark or not professional. That is why 44% of respondent
think that employees behavior is not professional. They are not well for their duty. 12% respondent think
that poor staff behavior & 6% respondent think that Vishal mega mart employees behavior in terms of
professional ( talking style with customer mainly in FMCG section) is very poor which is very bad for
organization image. But some of the employees are very good that is why 4% customer gives them very
good rank as compare other.

83
CUSTOMER PERSONAL INFORMATIONS:-

(A) Address
In Bareilly 92

Outside bareilly 8

Total 0

ANALYSIS:-

This observation show that many no. of customer used to come in Vishal mega mart is local customer.
92% customer used to come from Bareilly city. And 8% customer is hare they are not from local city.

84
 (A) Age
18-25 32
26-30 30
31-35 22
36-40 8
41-50 8
>50 0
Total 100

ANALYSIS:-

Observation shows that 32% & 30% customers are young population between 18-25 & 26-30 age group
who used to come in store approximately. 22% from 31-35 age group. 8% & 8% are 36-40 & 41-50 age
group. And there is no customer who is more than 50 years old. So I can say that very young customer
used to come in Vishal mega mart.. This is good for store.

85
 (B) Income
5000-10000 22
11000-20000 38
21000-30000 10
31000-40000 2
More than 40000 2
N.A. 26
Total 100

ANALYSIS:-

This observation shows us which category or class customers actually come in Vishal retail store.
According to the survey I can say that maximum lower middle class customer used to come in Vishal
retail store. 22% customers income is 5000-10000 Rs. 38% customers income is 11000-20000 Rs. And
10% customer income is 21000-30000 Rs. And 2-2% customer income is 31000-4000 Rs. & more than
40000 Rs. 26% customers is here who doesnt have any income like student & children etc.

86
 (C) QUALIFICATION

10th 10

12th 20

Graduate 44

P.G. 18

Diploma 6

other 2

Total 100

ANALYSIS:-

Basis of this observation we come to know that which kinds of customer actually come in store.
According to this survey we come to know that maximum no of customers is Graduate 44% who used to
come in Vishal. 18% is post graduate, 20% 12th & 10% metrics pass customers. Overall we can say that in
Vishal mega mart maximum no. of customer used to come is literate. This is good for them. Because they
understand the organized retail concept.

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KEY FINDINGS-

Products availability in vishal mega mart is not up to the mark .

Noisily and unpleasant environment is irritates to customer.
Air conditioning is not so good.
Product display and signage is average.
Quality in products is average.
Location of vishal mega mart is good.
Need to improve music system in proper manner.
Security of vishal mega mart is not up to mark.
Cleanliness and hygiene maintained in the store is not up to mark.
Discount and offers doing well in the store.

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LIMITATIONS -
Sample size is limited due to the limited period allocated for the survey.

Getting accurate response from the respondents due to their inherent problem is difficult .

Respondents may not be interested to give the data.

Secondary data is not available of vishal mega mart.

The staff of the vishal only provides

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SUGGESTIONS:-

Company need to spend a lot on advertising and promotion to create brand image of its product
(Z-LINE).
Make frequent advertisements in both print and electronic media.
Making stalls in corporate melas like trade fair, maybe beneficial to create brand image of its
product
Need to provide additional offers and discounts as per customer requirements.
Need to include varieties of similar item.
Provide more discounts on FMCG.
Provide better customer service.
Maintained proper display to create impulse. (It is assumed that near about 70% sales comes from
impulse marketing and if proper display is not maintained impulse cannot be created).
Better if we provide filtered information about Vishal Mega Mart.
Customer facility should always be under watch.
Store should provide free home delivery facility.
Company should ensure that quality and quantity of the commodity is accurate.
Company should provide regular training to their staff and aware him with the modern technique of
selling and customer dealing.
To be improved the parking facility.
Need to include varieties of similar item.
Provide more discounts on FMCG.
Music which creates a environment should be soft and play only one music in the store.
Cleanness and hygiene should be maintained regularly.
Display is very important in store so display should be improved.
Proper signage should be there so that customer can locate the products easily.
Proper packaging and provide contrast labeling in displays of product.
There is a long delay at the billing payment counter mainly because of less number of billing
machines.

CONCLUSION:-

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After completing this research I come to know that Vishal Mega mart is ahead of Easy Day .and VISHAL
MEGA MART, & V-Mart Retail in terms of sales. Only Big Bazaar & Easy Day - is ahead of Vishal
Mega Mart because of its prime Location and higher product range. . But there are few areas where
Vishal, malls needs amendments and these suggestions are mentioned in these malls. Advertising is an
important factor of getting sales promotion.

In the research we found that Indian retail industry is very

complicated in nature because the taste and preferences of the
customers vary a lot in nature. The customers are very choosy in
nature; they are not ready to compromise with their requirements.
The customers have lots of option related to the choices. There are
many competitors in the retail industry. So the sales and
promotion activity of the company is the only tool to attract the
customers.
In the study we found that Vishal Mega Mart is one of the most
successful retail stores in India.
They apply various methods of sales and promotion. They apply
most of the tools on weekly basis. They also keep on changing the
methods regularly. They do so because they know that if they have
to sustain in the market will need to give their customers always
something new.

ANNEXURES: -
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CONSUMER BEHAVIOR & MARKETING STRATEGIES ABOUT VISHAL
MEGA MART & V-MART

1. How often do you visit vishal mega mart?

(a) Once [ ] (b) twice [ ] (c) Thrice [ ] (d) More (please specify)

2. How much money do you usually spend on Vishal Mega Mart in a month?
(a) 0 to 2000 [ ] (b) 2000 to 5000 [ ] (c) 5000 to 8000 [ ] (d) More than 8000 [ ]

3. With whom do you usually come with?

(a)Alone [ ] (b) with friends [ ] (c) with family [ ] (d) other (plz specify).

4. Do you come in Vishal Mega Mart?

(a)Casual [ ] (b) Planed [ ]
5. Do you like the discount facilities of vishal mega mart?
(a) Yes (b) No

6. Are you agree with promotional strategies of vishal mega mart or v- mart?
(a) Vishal mega mart (b) v-mart (c) big bazaar
7. Are you agree with price of products of vishal mega mart?
(a) Yes (b) No (c) Average
8. Are you satisfy from customer service of vishal mega mart?
(a) Yes (b) No

Q9 ) Apart from Vishal Mega mart where else do you shop?

(a)Big Bazar (c) Globus

(b)Subhiksha (d) Local Markets

10) from which source of advertisement have you heard about Vishal mega mart

(a)Magazine TV
(b)Local newspaper Social networking/visual
(c)Relatives/friends Other

Q11) How much rating will you give to this store?

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 (a)Below Average
(b)Average
(c)Good
(d)Excellent

12) Are you satisfied with the customer service of V- mart?

(A) Yes
(b) No

1. What features you considers when you purchase in Vishal Mega Mart. please give the rank.
ATTRIBUTES VERY GOOD GOOD AVERAGE POOR VERY POOR
PRICE
PRODUCT QUALITY
VARITY
OFFERS

2. How is the behavior of staff members of Vishal Mega Mart?

VERY GOOD GOOD AVERAGE POOR VERY POOR

3. Give your suggestion.

____________________________________________________________________________________________
_____________________________________________________________

4. CUSTOMER PERSONAL INFORMATIONS:-

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 1. Name: - .

2. Address: - .

3. Phone No. .

4. Age (in year):-

18-25 26-30 31-35 36-40 41-50 >50

5. Income

5000-10000 11000-20000 21000-30000 31000-40000 > 41000

6. Qualification
(a) 10th [ ] (b) 12th [ ] (c) Grad. [ ] (d) PG. [ ] (e) Diploma [ ] (f) Other

BIBILIOGRAPHY

REFERENCES
BOOKS REFERRED:
Retailing Management
Pradhan, Swapna

The Art Of Retailing

Lamba, A.J.

ARTICLES REFERENCES

Knight Ridder Tribune Business News. Washington: Jul 29, 2009. pg. 1

94
 Business line. Chennai: Jun 24, 2009. pg. 1

Knight Ridder Tribune Business News. Washington: Jul 21, 2010. pg. 1

WEB SIDES REFERENCES.

1. http://www.fibre2fashion.com/industry-article/free-retail-industry-article/indian-retail-industry-its-
growth-challenges-and-opportunities/indian-retail-industry-its-growth-challenges-and-
opportunities7.asp
2. http://business.mapsofindia.com/india-retail-industry/indian-organized-retail-market.html

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