CHAPTER – 1

IBTRODUCTION OF THE STUDY

 CHAPTER – 2
REVIEW OF LITERATURE
 CHAPTER – 3
RESEARCH METHODOLOGY
 CHAPTER – 4
DATA ANALYSIS & INTERPRETATION
 PROJECT REPORT

On

“A Study on Consumer Behavior at Vishal Mega Mart”

Submitted to
M.D.UNIVERSITY, ROHTAK
FOR PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
BATCH: 2016-2019

Submitted to: - Submitted by:-

Controller of Examination Anugrah Franklin
M.D.University ,Rohtak BBA- 6th Sem
UNDER THE GUIDANCE OF Roll no.:
Mr. S. B. Dubey Registration No.

Date of submission:

INSTITUTE OF MANAGEMENT AND TECHNOLOGY, SEC- 86, TIGAON ROAD,

FARIDABAD – 121004
 DECLARATION

I ANUGRAH FRANKLIN Roll no ………………….. Class BBA 6th Semester of Institute

of Management & Technology, Faridabad hereby declare that the project entitled “A STUDY
ON CONSUMER BEHAVIOR AT VISHAL MEGA MART” is an original work and the
same has not been submitted to any other institute for the award of any other degree. The
interim report was presented to the supervisor on ………………. And the pre-submission
presentation was made on ………………… The flexible suggestions have been duly
incorporated in consultation with the supervisor.

Countersigned

Signature of the Supervisor Signature of the Candidate

Forwarded by
Director Principal of the Institute
 PREFACE

Research in common man’s language refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic; in
fact research is an art of scientific investigation.
Research is done to gain familiarity with a phenomenon event / product / service or to
determine the frequency, with which something occurs, with which is associated with
something else or to test a hypothesis of casual relationship between variables.

In short customer perception research is the objective and formal process of systematically
obtaining, analyzing and interpreting the data for actionable decision making in customer
perception towards an organization (Vishal Mega Mart, in my study).

The basic objective of this study is to analyze the customer perception towards Vishal Mega
Mart in Laxmi Nagar. Customers were asked about their perception towards Vishal Mega
Mart

Consumer behavior plays a major role for the growth of the company in the modern market
scenario. The basic idea of this study is to find the consumer behavior towards Vishal Mega
Mart. The needs have to be recognized and necessary steps have to be taken to make the
changes.
India is growing rapidly and changes are dynamic. People are changing, the preference and the
demand is changing. The market also has to change accordingly
 ACKNOWLEDGEMENT

I take this opportunity to express my gratitude and profound thanks to our respected
Principal Director Dr. Ravi.K Handa.

I express my sincere thanks and deep sense of gratitude to our Head of Department
Mr.S.B.Dubey Department of Management Studies for providing me with an opportunity
to study and to do this report.

I express a deep sense of gratitude to my Guide Mr. S.B.Dubey Department of

Management Studies, for his encouragement, support and guidance to complete this
project work successfully.

Finally, I express our sincere thanks and deep sense of gratitude to my parents and friends
for giving timely advice in all the ways and in all aspects for doing the project.
 TABLE OF CONTENTS

CHAPTER TITLE PAGE NO

1 INTRODUCTION OF THE STUDY

2 REVIEW OF LITERATURE

3 RESEARCH METHODOLOGY

4 DATA ANALYSIS

5 FINDINGS OF THE STUDY

6 CONCLUSION

7 BIBLIOGRAPHY

8 QUESTIONNAIRE

9 LIST OF TABLES

10 LIST OF GRAPHS
 CHAPTER – 1
INTRODUCTION OF THE STUDY

INTRODUCTION OF THE STUDY

INTRODUTION TO CONSUMER BEHAVIOR:

 One thing that we have in common is that we all are consumers. In fact everybody in this
world is a consumer. Every day of our life we are buying and consuming an incredible
variety of goods and services. However, we all have different tastes, likes, dislikes, and
adopt different behavior patterns while making purchase decisions.

The term consumer behavior refers to the behavior that consumers display in searching for
purchasing using evaluation and disposing in searching for purchasing using evaluating and
disposing of products and services that they exact will satisfy o how individuals make
decisions to send their available resources (time, money and effort) on consumption related
items. It includes the study of “What they buy”, ”Why they buy”, “When they buy it”,
“Where they buy it”, “how often they buy it” and “how often they use.

DEFINITIONS:

Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:

1. It’s the behavior displayed by the consumers during the acquisition, consumption and
disposition of products, services, time and ideas by decision making units.

2. It is the body of knowledge which studies various aspects of purchase and consumption of
products and services by individuals with various social and psychological variables at play.

3. The behavior that the consumers display in searching for, purchasing, using, evaluating and
disposing of products and services that they expect will satisfy their need

4. The process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy their needs and
desires.

5. The activities directly involved in obtaining, consuming, and disposing of products and
services, including the decision processes that precede and follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior as “The
dynamic interaction of cognition, behavior & environmental events by which human
beings conduct the exchange aspect of their lives. Consumer behavior is helpful in
understanding the purchase Behavior and preferences of different consumers. As
consumers, we differ in terms of sex age, education, occupation, income, Family setup,
religion, nationality and social status. Because of this different background factors, have
different needs and we have only buy those products and services, which we think, will
satisfy our needs.

MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the result of complex

interplay of a number of variables. The starting point of the decision process is provided
by the company’s marketing stimuli in the shape of product, promotion, price and
distribution strategy. Consumer often purchases new products that are associated with a
favorable viewed brand name.

The term consumer behavior refers to the behavior that consumer display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy these needs. The study of consumer behavior in the study of how individuals
make decisions to spend their available resources (time, money, effort) on consumption
related items. It includes the study of “what they buy”, “why they buy”, “when they
buy”, “where they buy”, “how often they buy” and “how they use”.

FACTORS INFLUENCING CONSUMER BEHAVIOR

1. CULTURAL FACTORS:

Culture: Culture is the most fundamental determinant of a person‟s wants and behavior
like set of values, perceptions, preferences and behaviors through his or her family
member.
 Subculture: social classes are relatively homogeneous and enduring divisions in a
society which are hierarchically ordered and whose members shares similar Values,
interest and behavior and social classes includes upper class, middle class and lower
class.

2. SOCIAL FACTORS:

References Groups: A persons reference groups consist of all the groups that have a
direct (face to face) are indirect influence on the person‟s altitude or behavior. This group
to which the person, belongs and interacts.
Personal Factors: A consumer decision also influenced by personal characteristics
notably the buyers age & life cycle stage, occupation, economic circumstances, life
style and personality and self-concept
.

3. PSYCHOLOGICAL FACTORS:

Motivation: A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hunger, tryst and discomfort.
Perception: Perception is defined as “the process by which an individual selects,
organizes, intercepts, information, inputs to create a meaningful picture of the world.
 CHAPTER – 2
REVIEW OF LITERATURE

REVIEW OF LITERATURE

The topic of consumer behavior is one of the massively studied topics by the researchers and
marketers in the past and still being studied.
Activities people involved in when selecting, purchasing, and using products so as to satisfy
needs and desires.
Consumer behavior involves the psychological process that consumers go through in
recognizing needs, finding ways to solve these needs, making purchase decision (e.g.,
whether or not to purchase a product and, if so, which brand and where), interpret
information, make plans, and implement these plans (e.g., by engaging in comparison
shopping or actually purchasing a products).

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural influences for granted,
but they are significant. An American will usually not bargain with a storeowner. This,
however, is common practice in much of the world. Physical factors also influence our
behavior.

We are more likely to buy a soft drink when we are thirsty.

For example, and food manufacturers have found that it is more effective to advertise their
products on radio in the late afternoon when people are getting hungry

. A person’s self-image will also tend to influence. What he/she will buy? An upwardly
mobile manager may buy a flashy car to project an image of success.

Social factors also influence what the consumers buy-often, consumers seek to imitate
others whom they Admire, and may buy the same brands, the social environment can
include both the mainstream culture (e.g., Americans are more likely to have corn
flakes/ham and eggs for brake past than to have rice, which is preferred in many Asian
countries) and a sub culture (e.g., rap music often Appeals to a segment within the
population that seeks to distinguish itself from the main stream population).

Thus sneaker manufacturers are eager to have their products worn by admired athletes.
Finally, consumer behavior is influences by learning – you try a hamburger and learn that it
satisfies your hunger and tastes good, and the next time you are hungry, you may consider
another hamburger.

According to Acebron et al
The aim of the study was to analyze the impact of previous experience on buying behavior of
fresh foods, particularly mussels.

Their findings show that personal habits and previous experience on of the consumers have a
direct impact on the consumer’s purchase decision.

According to Variawa
He analyzed the influence of packaging on consumer decision making process for fast
moving consumer goods.

The aim of the research was to analyze the impact of packaging for decision making
processes of low-income consumers in retail shopping

According to Lee
He carried out study to learn the five stages of consumer decision making process in the
example of china.

The researcher focuses on the facts that affect the consumer decision making process on
purchasing imported health food products, in particular demographic effects such as gender,
education, income and marital status.

According to Blackwell et al
The five stages of consumer decision making process are followings:
1. Problem/need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision made
5. Post purchase evaluation.
According to Navreen Tariq Wani and Samreena Tariq Wani
A study of comparative customer satisfaction with special reference to retail outlets of Vishal
Mega Mart reveals the researcher to conduct an extensive and conclusive study to
understand the effects of customer satisfaction on retail outlets

According to Dr.S.Meenakumari
The study investigates the interior atmospheric factors that influence the impulse buying
behavior in a retail outlet.
Result shows that the commonly purchased products by impulse are chocolates, snacks and
beauty care products.
The study identified various factors that influence impulse buying in store environment

NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in the modern
market scenario.

The basic idea of this study is to find the consumer behavior towards Vishal Mega
Mart. The needs have to be recognized and necessary steps have to be taken to make
the changes.
India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is changing. The market also has to change accordingly.

The purpose of consumer behavior is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of
brand awareness.

In this competitive market the level of consumer satisfaction decides the success of any
product and any company. The night consumers have to be targeted and the right strategy
should be implemented at the right time. This will give the desired results.

OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of the customers
with regards to Vishal Mega Mart.

 To study and analyze consumer shopping behavior towards Vishal Mega Mart.

 To assess the behavior level of different type of customers shopping at Vishal Mega
Mart.

 To identify what type of strategies are suitable for the company to reach the targeted
customers.

 To find out the factors which influence the consumption of the products in Vishal
Mega Mart.

 To identify effective an advertising sources which are influencing

customer purchasing behavior at Vishal Mega Mart.

 To find out how the consumers spent their incomes, time on the
purchasing of the products.
  To identify the main purpose of purchase by customers in Vishal
Mega Mart.

 To find out the overall experience of customers in Vishal Mega art.

 To know the suggestions by the customers regarding the

improvement of Vishal Mega Mart.

SCOPE OF THE STUDY

Vishal Mega Mart has 250 above branches in New Delhi. My scope is limitation to one
Branch (LAXMI NAGAR V3S MAL). The scope of the study is to identify the consumer
behavior towards Vishal Mega Mart.

It is aimed at enlightening the company about different steps to be taken up to increase

the share of Vishal Mega Mart with regard other competitors and also to make the
company to provide better customer services.

The scope of the study is only confined to the area covered under VS3 MALL, and only
confined in studying about the consumer behavior towards Vishal Mega Mart.

LIMITATIONS

 As this survey was restricted to Vishal Mega Mart VS mall this cannot be stated as an
in depth research on this subject.
 Enough care was taken in formulating the questionnaire; still some
errors might creep in.
 The consumer behavior varies according to different products.
 Quality verses price was not taken into the consideration.
 The project was based on the interview methodology by a stored
questionnaire and the personal skills of the person undertaking the
project affect the results.
 CHAPTER – 3
RESEARCH METHODOLOGY

RESEARH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample
of respondents who are representatives of a larger group. The information is recorded on a
form known as questionnaire. As data are gathered by asking questions from persons who
are believed to have desired information, the method is known as questionnaire technique.

REASONS FOR WIDE USE OF THIS METHOD:

It can secure both quantitative and qualitative information directly from the respondents.
It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be assembled, the method
of collection or the timing of research.

MEANING OF RESEARCH
According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences define
research as “the manipulation of things, concepts or symbols for the purpose of generalizing
to extend, correct or verify knowledge, whether that knowledge aids in construction of theory
or in the practice of an art”.

TYPES OF RESEARCH

1. Exploratory Research,

2. Descriptive Research.

Exploratory Research:
Exploratory research studies are also termed as formulate research studies. The main
purpose of such studies in that of formulating a problem for more precise investigation or
of developing the working hypothesis forms an operational point of view.

Descriptive Research:
Diagnostic Research studies determine the frequency with something occurs or its
association with something else.
In this project, information pertaining to customer needs satisfaction and their
demographic profile was collected; hence it is a descriptive research.

1) Primary data: Primary sources of data are the data which needs the personal efforts of
collect it and which are not readily available. Primary source of data are the other type of
source through which the data was collected.

Following are few ways in the data was collected:

 Questionnaires: It is the set of questions on a sheet of paper was being given to fill it,
bases on which the data was interpreted.

 Direct interviewing:Direct interviewing involved the process where i asked the questions
directly to the customers and I got the feedback.

2) Secondary data:Secondary sources are the other important sources through which the data
was collected.
These are the readily available sources of the data where one had need not put much effort
to collected, because it is already been collected and part in an elderly manner by some
researcher, experts and special.

The secondary sources helpful for the study were:

 Text books like marketing management research methodology,
advertisement and sales promotion etc.
 Internet was made use for the collection of the data.
 Newspapers were also referred.
 Business magazines were referred.

Sample size: By using judgment random sampling technique 100

respondents are selected for the purpose of the study .

Research approach: The survey method was adopted for collected the
primary data. Survey research is systematic gathering of data from
respondent through questionnaire.

Research instrument: The data for this research study was collected by
survey technic using interview method guided by questionnaire.

Collection of Data: Questionnaire and personal interviews are the

methods that I have used for collecting the data.
 COMPANY PROFILE

Vishal Megamart is one of the leading retail chains of showrooms in India. It was founded by
Mr. Ramchandra Agarwal, Mrs. Uma Agarwal and Mr. Surendra Agarwal. The Vishal stores
offer affordable family fashion at prices to suit every pocket.

The showrooms have over 70,000 products range which fulfills all your household needs,
and under one roof only you can fulfill all your requirements. There are in all 108 showrooms
in 73 cities in 20 states. Each store gives you international quality goods and prices hard to
match. You can buy garments for the whole family at one place only. There is also option for
home furnishings, general household material and there is also a food mart from where you
can buy all types of food, cooked, uncooked, fruits, vegetables and beverages.

VISHAL MEGA MART is a chain of hypermarket in India. Vishal Mega Mart Having 183
showrooms in 110 cities / 24 states in India covering around 25,000 tob30, 000 sq.
The turnover of the company for 12-13 is 1056.71 Million. Maintaining the highest
standards in quality and design, these stores have come to offer the finest fashion garments at
down-to-earth price structure.

Vishal Mega Mart is part of VRPL was incorporated on July 23, 2001 under the Companies
Act, 1956 as Vishal Retail Private Limited. VRPL was converted to a public limited company
on February 20, 2006.

At the time of incorporation, the registered office of VRPL was situated at 4, R. N. Mukherjee
Road, Kolkata 700 001. Subsequently VRPL’s registered office was shifted to 54/4C, Strand
Road, Kolkata 700 006 on August 1, 2001 and on February 14 2004, VRPL’s registered office
was shifted to Mouza Kuch Pukur, P.S. Bhangore, 24 Paragnas (South), West Bengal. On
December 29, 2005, VRPL’s registered office was shifted to RZ-A-95 & 96, Road No. 4, Street
No. 9, Mahipalpur Extension, New Delhi 110 037, which is the present registered office of the
Company.

The fresh certificate of incorporation consequent on change of name was granted to our
Company on February 20, 2006 by the Registrar of Companies, West Bengal. With a
business purchase agreement dated November 23, 2001 executed between VRPL and Mr.
Ram Chandra Agarwal (carrying on proprietorship business in the name of M/s The Vishal
Garments) and Mrs. Uma Agarwal (carrying on proprietorship business in the name of M/s
Vishal Garments), VRPL acquired the business of “M/s The Vishal Garments” and “M/s
Vishal Garments”, and the said businesses were transferred to VRPL as a going concern with
effect from December 15, 2001.

With a business purchase agreement executed between VRPL and M/s Vishal Fashions
Private Limited, they acquired the business of manufacturing of readymade garments as a
going concern with effect from March 31, 2003.

The SWOT analysis of Vishal Mega Mart discusses the strength, weaknesses, opportunities
and threats for one of the major retailers of India – Vishal Mega Mart.
Strengths
 High brand equity enjoyed by Vishal Mega Mart
 State of the art infrastructure
 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers
 Maximum percent of footfalls converted in sales
 Huge investment capacity
 Biggest value retail chain in India
 It offers a family shopping experience, where entire family can visit together.
 Available facilities such as online booking and delivery of goods
Weaknesses
 Unable to meet store opening targets on time
 Falling revenue per sq ft
 General perception: ‘Low price = Low quality’
 Overcrowded during offers
 Long lines at billing counters which are time consuming
  Limited only to value offering low price products. A no of branded products are still
missing from Vishal Mega Mart’s line of products. E.g. Jockey, Van heusen,
Opportunities
 A lot of scope in Indian organized retail as it stands at approximately 4%.
 Increasing mall culture in India.
 More people these days prefer to visit big stores where they can find large variety
under one roof
Threats
 Competition from other value retail chains such as Shoprite, Reliance(Fresh and
trends), Hypercity and D mart.
 Unorganized retail also appears to be a threat to Vishal Mega Mart’s business. A large
population still prefers to visit local convenient stores for daily purchases
 Changing Government policies
 International players looking to foray India
 CHAPTER – 4
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

Q1. How do you come to know about Vishal Mega Mart?

Promotion No. of Customers (%)

Advertisement 80 80
Colleagues references 12 12
Friends/Relatives references 4 4
Any other specify 4 4
 Total 100 100

INTERPRETATION

From the above study 80% of respondents from Advertisement, 12% of respondents from
Colleagues and 4% of respondents from Friends/Relatives Remaining 4% of respondents
from others.
Q2. How frequently do you visit Vishal Mega Mart?

Particulars No. of Customers (%)

Once in a week 30 30
Twice in a week 43 43
Once in every 15 days 15 15
Once in a month 12 12
Total 100 100

INTERPRETATION
From the above study,30% of respondents from once in a week, 43% of respondents from
twice in a week and 15% of respondents from every 15 days Remaining 12% of
respondents from every month.
Q3. What is the main purpose of Purchase?

Percentage
Particulars No. of respondents (%)
Personal usage 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100

INTERPRETATION
From the above table we can conclude that the major numbers of respondents of 71%
personal usage, 19% to gift and remaining 10% any other.
Q4. Which category of products do you buy most at Vishal Mega Mart?

Aspects No. of respondents Percentage

Food items 45 45
Clothes 33 33
Electronics 20 20
Any other pl. Specify 2 2
Total 100 100

INTERPRITATION:

From the above study 25% of respondents from Food items, 33% of respondents from
Clothes and 14% of respondents from Electronics 18% of respondents from furniture and
10% others.
Q5. What is the reason behind purchasing in Vishal Mega Mart?

No. of
Particulars Respondents Percentage (%)
Good satisfaction over products 10 10
Reasonable prices 76 76
More offers 12 12
Any others 2 2
Total 100 100

INTERPRETATION
From the study it is observed that 10% of respondents for Good satisfaction over products,
76% of respondents for Reasonable prices, 12% of respondents form more offer and 2% of
from any other.
Q6. How do you rate the pricing of products at Vishal Mega Mart?

Particulars No. of Respondents Percentage (%)

Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100

INTERPRETATION:
From the above study 09% of respondents from Expensive, 21% of respondents from
Competitive and 36% of respondents from Affordable 34% of respondents from
Reasonable.
Q7. Why do you prefer to shop in Vishal Mega Mart?

Particulars No. of respondents Percentage

Availability of adequate stock 16 16
Convenience of location and
timing 21 21
Offers and discounts 36 36
Variety of products 27 27
Total 100 100

INTERPRETATION:
From the above study 16% of respondents from Availability of adequate stock, 21% of
respondents from Convenience of location and timing, and 36% of respondents from offers
and discounts, 27% of respondents from variety of products.
Q8. What more facility would you like to get at Vishal Mega Mart?

facilities No. of respondents Percentage (%)

Membership card 18 18
Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100

INTERPRETATION:
From the data specified, 18% of customers are interested in membership card, whereas 9%
are interested in parking offers, 20% are interested in lucky draw but more than half are
interested in discount card i.e.53% by this we can say that most of the customers prefer to
have discount cards at Vishal Mega Mart.
Q9. How often do you ask for Assistance from store staffs in selecting you purchase?

Particulars No. of respondents Percentage (%)

Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100

INTERPRETATION:
From the above data, we decide that 22% of the customers take assistance from staff
always, whereas 30% take help frequently, 40% have taken assistance sometimes, and 8%
will not depend on others. From the collected data, we can say that the minority of the
customers take assistance from the store staff sometimes.
Q10. How is your overall experience in Vishal Mega Mart?

Particulars No. of respondents Percentage (%)

Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100

INTERPRETATION:
From the above data, we decide that 63%of the customers overall experience in Vishal
Mega Mart is excellent, 27% of the customers overall experience is Good and only 10% of
customers overall experience is poor. From this we can decide that, the overall customer
satisfaction level is good
Q11. Would you visit Vishal Mega Mart again?

Particulars No. of respondents Percentage (%)

Sure 85 85
May be 12 12
Never 3 3
Total 100 100

INTERPRETATION:
From the above table we can conclude that the major numbers of respondents 85% of the
respondents say sure, 12% of the respondents say May be, 3% of the respondents say
Never.
Q12. Do you suggest any one to shop at Vishal Mega Mart?

Particulars No. of respondents Percentage (%)

Yes 85 85
No 15 15
Total 100 100

INTERPRETATION:
From the above table we can conclude that the major numbers of respondents Yes, 85%,
which comprises of 15% of the No.
Q13. How do you suggest to Vishal Mega Mart Management to making present Vishal
Mega Mart to more attractive?

Particulars No. of respondents Percentage (%)

To maintain quality products 45 45
Reasonable prices 25 25
Giving more offers and
discounts 25 25
convenience 5 5
Total 100 100

INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain quality products, 25%
of respondents Reasonable Prices, 10% of respondents in Every month, 25% of respondents
for Giving more of offers and discounts, 5% respondents for convenience.
 Q14. Mention your satisfaction level for following elements

1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Highly dissatisfied

Elements 1 2 3 4 5
Location ( ) ( ) ( ) ( ) ( )
Operating time ( ) ( ) ( ) ( ) ( )
Cleanness of store ( ) ( ) ( ) ( ) ( )
Spacious shop floor ( ) ( ) ( ) ( ) ( )
Easy to locate product ( ) ( ) ( ) ( ) ( )
Quality product ( ) ( ) ( ) ( ) ( )
Promotion offers ( ) ( ) ( ) ( ) ( )
Price of the product ( ) ( ) ( ) ( ) ( )
Staff helpfulness ( ) ( ) ( ) ( ) ( )
Flexibility in payment mode ( ) ( ) ( ) ( ) ( )
Return of value for money ( ) ( ) ( ) ( ) ( )
s
1. LOCATION
Satisfaction level No. of respondents Percentage (%)

Highly satisfied 25 25
Satisfied 10 10
Neither satisfied nor
dissatisfied 60 60
Dissatisfied 5 5
Highly dissatisfied 0 0
Total 100 100

INTERPRETATION
From the above data, we decide that 25% of the customers satisfaction level is highly
satisfied on the basis of location of Vishal Mega Mart, 10% of the customers satisfaction
level is satisfied on the basis of location of Vishal Mega Mart, 60% of the customers
satisfaction level is neither satisfied nor dissatisfied, 5% of the customers satisfaction level is
dissatisfied and in the customers no one‟s satisfaction level is highly dissatisfied.
2. OPERATING TIME

Satisfaction level No. of customers Percentage (%)

Highly satisfied 10 10
Satisfied 50 50
Neither satisfied nor
dissatisfied 27 27
Dissatisfied 10 10
Highly dissatisfied 3 3
100 100

INTERPRETATION:
From the data above specified, 10% of customers are highly satisfied, 50% of the customers
are satisfied, 27% of the customers are neither satisfied nor dissatisfied, 10% of the
customers are dissatisfied,3% of the customers are highly dissatisfied on the basis of
operating time.
 3. CLEANNESS OF STORE

Satisfaction level No. of customers Percentage (%)

Highly satisfied 36 36
Satisfied 22 22
Neither satisfied nor
dissatisfied 32 32
Dissatisfied 12 12
Highly dissatisfied 0 0
100 100

INTERPRETATION:
From the data above specified, 36% of customers are highly satisfied, 22% of the
customers are satisfied, 32% of the customers are neither satisfied nor dissatisfied, 12% of
the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of
Cleanness of store.
4. SPACIOUS SHOP FLOOR

Satisfaction level No. of customers Percentage (%)

Highly satisfied 9 9
Satisfied 25 25
Neither satisfied nor
dissatisfied 40 40
Dissatisfied 20 20
Highly dissatisfied 6 6
100 100

INTERPRETATION:
From the data above specified, 9% of customers are highly satisfied, 25% of the customers
are satisfied, 40% of the customers are neither satisfied nor dissatisfied , 20% of the
customers are dissatisfied , 6% of the customers are highly dissatisfied on the basis of
Spacious shop floor.
5. EASY TO LOCATE PRODUCT

Satisfaction level No. of customers Percentage (%)

Highly satisfied 80 80
Satisfied 8 8
Neither satisfied nor
dissatisfied 3 3
Dissatisfied 9 9
Highly dissatisfied 0 0
100 100

INTERPRETATION:
From the data above specified, 80% of customers are highly satisfied, 8% of the customers
are satisfied, 3% of the customers are neither satisfied nor dissatisfied. 9% of the customers
are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Easy to locate
the product.
6. QUALITY OF PRODUCTS

Satisfaction level No. of customers Percentage (%)

Highly satisfied 2 2
Satisfied 80 80
Neither satisfied nor
dissatisfied 10 10
Dissatisfied 8 8
Highly dissatisfied 0 0
100 100

INTERPRETATION:
From the data above specified, 2% of customers are highly satisfied, 80% of the customers
are satisfied, 10% of the customers are neither satisfied nor dissatisfied, 8% of the customers
are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Quality of
products.
7. PROMOTION OFFERS

Satisfaction level No. of customers Percentage (%)

Highly satisfied 20 20
Satisfied 60 60
Neither satisfied nor
dissatisfied 18 18
Dissatisfied 2 2
Highly dissatisfied 0 0
100 100

INTERPRETATION:
From the data above specified, 20% of customers are highly satisfied, 60% of the
customers are satisfied, 18% of the customers are neither satisfied nor dissatisfied, 2% of
the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of
Promotion Offers.
8. PRICE OF THE PRODUCT

Satisfaction level No. of customers Percentage (%)

Highly satisfied 4 4
Satisfied 90 90
Neither satisfied nor
dissatisfied 3 3
Dissatisfied 0 0
Highly dissatisfied 3 3
100 100

INTERPRETATION:
From the data above specified, 4% of customers are highly satisfied, 90% of the customers
are satisfied, 3% of the customers are neither satisfied nor dissatisfied,0% of the customers
are dissatisfied, 3% of the customers are highly dissatisfied on the basis of Price of the
product.
9. STAFF HELPFULNESS

Satisfaction level No. of customers Percentage (%)

Highly satisfied 52 52
Satisfied 8 8
Neither satisfied nor
dissatisfied 25 25
Dissatisfied 12 12
Highly dissatisfied 3 3
100 100

INTERPRETATION:
From the data above specified, 52% of customers are highly satisfied, 8% of the customers
are satisfied, 25% of the customers are neither satisfied nor dissatisfied, 12% of the
customers are dissatisfied, 3% of the customers are highly dissatisfied on the basis of staff
helpfulness.
10. FLEXIBILITY IN PAYMENT MODE

Satisfaction level No. of customers Percentage (%)

Highly satisfied 10 10
Satisfied 80 80
Neither satisfied nor
dissatisfied 7 7
Dissatisfied 3 3
Highly dissatisfied 0 0
100 100

INTERPRETATION:
From the data above specified, 10% of customers are highly satisfied, 80% of the customers
are satisfied, 7% of the customers are neither satisfied nor dissatisfied, 3% of the customers
are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Flexibility in
Payment mode.
11. RETURN OF VALUE FOR MONEY

Satisfaction level No. of customers Percentage (%)

Highly satisfied 5 5
Satisfied 60 60
Neither satisfied nor
dissatisfied 35 35
Dissatisfied 0 0
Highly dissatisfied 0 0
100 100

INTERPRETATION:
From the data above specified, 5% of customers are highly satisfied, 60% of the customers
are satisfied, 35% of the customers are neither satisfied nor dissatisfied, 0% of the
customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of
Return of Value for Money .
 FINDINGS OF THE STUDY

From the responses of 100 customers the findings can be listed as:
 The customers who were mainly age group of 26- 35 years are shopping at Vishal
Mega Mart.
 It has been found that the Majority of the Respondents come to know about the
Vishal Mega Mart through Friends/Relatives References and Advertisements only.
So we can say that the word of mouth and advertisements are plays a very important
role when customers shopping at Vishal Mega Mart.
 Majority of the Respondents are visits Vishal Mega Mart twice in a week. By this,
we can say that most of the customers are coming to Vishal Mega Mart regularly.
 Majority of the Respondents are purchasing for the Purpose of Personal
use/consumption only.
 Most of customers are prefer to come to Vishal Mega Mart with friends, and
customers are motivates by them at purchase.
 Majority of the respondents are interested to visit Vishal Mega Mart when compare
to other malls.
 Majority of the customers choose the Vishal Mega Mart for availability of products
as well as reasonable prices.
 Majority of the customers are rate for affordable pricing in Vishal Mega Mart
 Most of the customers prefer to shop in Vishal Mega Mart for offers & discounts.
 Most of the respondents are taking assistance from the store staff during purchase
period. We can say that customers take assistance from store staff when they
shopping in Vishal Mega Mart.
 Majority of the customers are satisfied with the value of their money provided by
Vishal Mega Mart.
 Overall experience of the respondents is found to be Excellence as started by 12% of
the Respondents, and Good by 60% of the Respondents, Very few rated as poor.
 Majority of the Respondents are recommended to others for shopping in Vishal Mega
Mart.
 As much as 45% of the Respondents to suggest the Vishal Mega Mart to maintain
good quality in products.
 SUGGESTIONS

An attempt has been made to suggest to the Vishal Mega Mart a few measures. These
suggestions have been made within the preview of the data available.

1) The company must go for some more promotional activities rather than TV, advertisement,
hoarding and newspapers.

2) The company has to conduct the periodical meetings with customers and take their valuable
suggestions.

3) The company may adopt policy of discounts cards and gifts to customers while purchasing
the products.

4) Innovative efforts must be launched to improve the position through better marketing
strategies.

5) Innovative packaging can give a company an advantage over competitors.

6) The store staff should be trained adequately so as to “convince” the Potential buyers,
because his performance on jobs has great impact on sale of a product.

7) Most of the customers belong to age group of 17-27 years. So, company has to concentrate
more on those people to enhance the sales.

8) Moreover, the company has to concentrate more on the customers of age group of 28-37
years to enhance the sales.
 CONCLUSION

Consumer’s behavior is often studied because certain decisions are significantly affected by
their behavior or expected actions. For this reason consumer behavior is said to be applied
discipline.

In a general sense, the most important reason for studying consumer behavior is the
significant role it plays in our lives. Much of our time is spent directly in the market place,
eating or engaging in other activities. A large amount of additional time is spent thinking
about products and services, talking to friends about them, and seeing or hearing
advertisements about them. In addition, the goods people eat and the manner in which they
use them significantly influence how they live their daily lives. These general concerns
alone are enough to justify our study of consumer behavior. However, many seek to
understand the behavior of consumers for what are thought to be more immediate and
tangible reasons.

The main reason behind this project was to find out the behavior of the consumer buying
behavior while shopping at mall because most of the population surveyed preferred to shop
at malls and how day by day the consumers demands are increasing and through this project
I came to know that what are the various behavior of a typical customer who shops at mall.
 BIBLIOGRAPHY

BOOKS

 Kothari C.R. (2009) “Research Methodology” :Methods & Techniques

 Blackwell,R.,Miniard, P. and Engel,J. (2006) : “Consumer Behavior”, Mason:

Thompson

 Gabbott, M.Hogg ,G. “Consumer and Services”, Chichester: John Wiley & Sons.

 Peter,J.Paul and Olson, Jerry C. (2010) Consumer Behaviour & Marketing Strategy,
9th ed. New York: McGraw-Hill Irwin

INTERNET

www.google.com
www.wikipedia.com
www.bigbazar.com
 ANNEXURE

NAME :

AGE :

EDUCATION QUALIFICATION :

ADDRESS :

1. How did you come to know about Vishal Mega Mart ?

 Advertisement
 Colleagues references
 Friends/relatives references
 Any other specify

2. How frequently do you visit Vishal Mega Mart?

 Once in a week
 Twice in a week
 Once in every 15 days
 Once in a month

3. What is the main purpose of purchase?

 Personal Usage / consumption

 To Gift
 Any other pl. Specify
 4. Which category of Products do you buy most at Vishal Mega Mart?

 Food items
 Clothes
 Electronics
 Any other pl. Specify

5. What is the reason behind purchasing in Vishal Mega Mart?

 Good satisfaction over products

 Reasonable prices
 More offers
 Any others

6. How do you rate the pricing of products at Vishal Mega Mart?

 Expensive
 Competitive
 Affordable
 Reasonable

7. Why do you prefer to shop in Vishal Mega Mart?

 Availability of adequate stock

 Convenience of location and timing
 Offers and discounts
 Variety of products

8. What more facility would you like to get at Vishal Mega Mart?

 Membership Card
 Discount Card
 Free packing Offers
 Lucky draw Offer
 9. How often do you ask for Assistance from store staff in selecting
your Purchase?

 Almost Always
 Frequently
 Sometimes
 Never

10. How is your overall experience in Vishal Mega Mart?

 Excellent
 Good
 Poor

11. Would you visit Vishal Mega Mart again?

 Sure
 May be
 Never

12. Do you suggest any one to shop at Vishal Mega Mart?

 Yes
 No

13. How do you suggest to Vishal Mega Mart management to making

present Vishal Mega Mart to more attractive?

 To maintain quality products

 Reasonable prices
 Giving more offers and discounts
 Convenience
 14. Please give your valuable suggestions regarding Vishal Mega Mart over all
functioning _________________________________________________
Mention your satisfaction level for following elements
 Highly satisfied
 Satisfied
 Neither satisfied nor dissatisfied
 Dissatisfied
 Highly Dissatisfied

Elements 1 2 3 4 5
Location ( ) ( ) ( ) ( ) ( )
Operating time ( ) ( ) ( ) ( ) ( )
Cleanness of store ( ) ( ) ( ) ( ) ( )
Spacious shop floor ( ) ( ) ( ) ( ) ( )
Easy to locate product ( ) ( ) ( ) ( ) ( )
Quality product ( ) ( ) ( ) ( ) ( )
Promotion offers ( ) ( ) ( ) ( ) ( )
Price of the product ( ) ( ) ( ) ( ) ( )
Staff helpfulness ( ) ( ) ( ) ( ) ( )
Flexibility in payment
mode ( ) ( ) ( ) ( ) ( )
Return of value for money ( ) ( ) ( ) ( ) ( )

LIST OF TABLES
S. No TABLE NAME Page No

1 How did you come to know about Vishal Mega Mart?

2 How frequently do you visit Vishal Mega Mart?

3 What is the main purpose of purchase?

Which category of products do you buy most at Vishal Mega
4 Mart?

5 What is the reason behind purchasing in Vishal Mega Mart?

6 How do you rate the pricing of products at Vishal Mega Mart?

7 Why do you prefer to shop in Vishal Mega Mart?

8 What more facility would you like to get at Vishal Mega Mart?
How often do you ask for assistance from store staff in selecting
9 your purchase?

10 How is your overall experience in bug bazaar?

11 Would you visit Vishal Mega Mart again?

12 Do you suggest anyone to shop at Vishal Mega Mart?

How do you suggest to Vishal Mega Mart management to making
13 present Vishal Mega Mart to more attractive?
 LIST OF CHARTS

S. No CHARTS NAME Page No

1 How did you come to know about Vishal Mega Mart?

2 How frequently do you visit Vishal Mega Mart?

3 What is the main purpose of purchase?

Which category of products do you buy most at Vishal Mega
4 Mart?

5 What is the reason behind purchasing in Vishal Mega Mart?

6 How do you rate the pricing of products at Vishal Mega Mart?

7 Why do you prefer to shop in Vishal Mega Mart?

8 What more facility would you like to get at Vishal Mega Mart?
How often do you ask for assistance from store staff in selecting
9 your purchase?

10 How is your overall experience in bug bazaar?

11 Would you visit Vishal Mega Mart again?

12 Do you suggest anyone to shop at Vishal Mega Mart?

How do you suggest to Vishal Mega Mart management to making
13 present Vishal Mega Mart to more attractive?