m


  
      

  ´

Harish goel
Ô 2he word retail has its origin in French word retailers
and means ³to cut a piece off¶ or ³to break bulk´. 2he
term retailing is defined as
³All activities involved in selling goods
and services directly to final consumers for their
personal and non-business use´
O Selling directly to customers
2 Selling in smaller units / quantities, breaking the bulk
3 Present in neighbourhood
4 Very high in numbers
5 Recognized by their service levels
6 Fitting any size and or location
Ô þ   refers to trading activities
undertaken by licensed retailers (3%
Ô who are registered for sales tax, income tax, etc.

Ô G   , on the other hand, refers to the

traditional formats of low-cost retailing(97%
Ô Œxample the local kirana shops, owner manned general
stores, paan/beedi shops, convenience stores, hand cart
and pavement vendors, etc
Ô Social Factors
Ô Psychological Factors

Ô Personal Factors.
Social factors can include culture and subculture, roles
and family, social class and reference groups.
2he major forces include motives, perception, learning,
attitude and personality.
2hese factors include demographic factors, lifestyle, and
situational factors.
Ô 2o know the factors which influence the customers to
visit a hypermarket?
Ô 2o know what are customer¶s expectations from
hypermarket.
Ô 2o know how far advertisement influences customers
in choosing a retail store.
Ô 2o know the comparative influence of different media
of advertisement.
Ô 2o know the frequency of shopping at the
hypermarkets.
Ô 2



 




Ô 2
 


 





Ô 2










 
Ô Research on the given topic
Ô Management and database of Vishal Mega Mart
Ô Journals
Ô Internet
Ô Method employed to collect data is Questionnaire. 2his
is a simple survey conducted by filling in questionnaire
from the people who visit malls.
Ô Probability sampling technique also named as simple
random sampling
Ô Sample size was O

.

S2A2IS2ICAL 2L
Ô PŒRCŒ 2AGŒ = o of respondent˜2otal
respondent O


Ô Ñ     Ñ   
  
      a small 5
sq ft
shop in Kolkata's Lal Bazaar that started selling
readymade garments.

Ô 2he first big store opened in Calcutta's Œsplanade area

in O997, under the banner of Vishal Garments.

Ô He moved to Delhi in 2

O and opened his first store in

Delhi¶s Rajouri Garden by the name of  Ñ 
Ñ
 Vishal Mega Mart stores retail the entire range of
household products, FMCG and electronic goods.
Vishal's prices are roughly O5 to 2
per cent less than
other mass market garment labels.

Ô 2he showrooms have over 7
,


products range

which fulfils all your household needs, and can be
catered to under one roof.

Ô It is covering about 3
lac sq.ft in 24 states across

India.
Ô ·eppelin : Mens shirts & 2rousers
Ô Fizzzy Babe : Ladies & Kids Girls
Ô Kitaan studio : Mens Shirts & 2rousers
Ô Jasmine : Ladies & Kids Girls
Ô Blues & khakis : Men¶s 2rousers
Ô ·ero Degree : Kids Boys
Ô Paranoia : Men¶s shirts &2-shirts
Ô Soil : Men¶s Shirt
Ô Chlorine : Men¶s Shirts
Ô Massa Bay : Men¶s 2rousers &
Bermudas
Ô Fume : Men¶s Shirt, 2- Shirt & undergarments
Ô O 
O

Ô I Understanding of the µvalue retail¶ segment

Ô ii Supply chain management
Ô iii Logistics and distribution network
Ô iv Geographical spread
Ô v Identifying new locations
Ô vi Private labels
Ô vii Information technology systems
Ô viii Œxperienced and skilled management team
¢ŒAK ŒSSŒS:

I Slow performance of the Stores

ii Advent of Category Killers.
iii Inadequate training of salesman.
iv Inadequate salesman

PPR2U I2IŒS:
ii Œmphasis on Backward Integration
iii Œxpansion of FMCG
iv Procurement from low-cost production centres
outside India
v Increasing customer satisfaction and our base of
loyal customers
vi Continue to upgrade information technology
systems and processes
vii Continue to train employees and seek
entrepreneurship from employees

2HRŒA2S:

I Demise of Independent small stores

ii Demographic Changes
Ô If a company doesn¶t know who its shoppers are,
how can company give them what they want? If
company doesn¶t know where they come from,
how can company communicate with them?
Finding answers to these questions is vital but
catchment analysis is very helpful in that.
Ô U I2ARY CA2CHMŒ 2:-
Ô SŒC DARY CA2CHMŒ 2:-
Ô 2ŒR2IARY CA2CHMŒ 2:-
Ô U2ŒR CA2CHMŒ 2:-
Ô In this area 38%people belong to O8-25 age group
category, 3
% people belong to 26-35 age group
category, O2% belong to 36-45 age category and O8%
people belong to 46-55 age group category.

Ô Maximum no of customers belongs to young age

group.

Ô It means maximum no of customers having nuclear

family.

Ô Age is one of the most important factors responsible for

the changing preference of customers
Ô Residents of Pinjore are well qualified.54% people are
graduate, 24% people are post graduate, 9% people are
H.S.C. and O
% are S.S.C.
Ô Maximum no of customers are educated and aware
about retail store.
Ô In Pinjore most of the people are Government
Œmployees. 37% people are govt. Job holders, 2
% are
housewives, O9% are students and O8% people are
businessman.
Ô 39% people earn greater than 2
,


monthly, 28%
earn O
,


- 2
,


monthly, O2% earn 5


- O
,



monthly and 2O% people earn less than 5


monthly.
Ô In Pinjore, O
% people shop at VMM once in a week, 47%
people shop at VMM twice in a month, 34% people shop at
VMM once in a month.

Ô Customer¶s preferences for grocery shopping are gradually

shifting from local kirana stores to organized convenience
stores.

Ô Maximum no of customers are belonging to upper middle

class.

Ô Maximum no of customers are price conscious because

maximum customers belongs to middle class.

Ô Maximum no of customers are time conscious and desire

for many brand under one roof.
Ô At pinjore and within its catchment area,
Ô Amartex
Ô Cotton County
Ô Reebok

Ô Customers are flexible towards discount and offers with

respect to hypermarkets.
Ô 2here are lot of kirana stores surrounding VMM which
keeps a good and variable variety of products and in the
range of customers. Customers firstly visit VMM for
their choices but due to lack of variety they prefer kirana
store.
Ô Knowledgeable sales person inside the store for
motivating the customers.

Ô Amartex is creating intense competition for VMM

Ô Implementation of new strategies and operational

policies is also a challenge to VMM so that more
customers can be attracted.

Ô Competitors follow the competitive and discount

pricing strategy.
Ô Govt. Post Graduate College, Kalka is within the
catchment area of VMM

Ô VMM is located near a railway crossing so people

can be made aware about new offers and discounts
due to stoppage of traffic during the crossing of the
train.

Ô 2here are lots of hotels near VMM

Ô Since the population of Pinjore is educated

 VMM should do intensive advertisement through
Pamphlet, Local ewspaper, Banners and Fm radio for
creating more awareness.

Ô Merchandise should be arranged properly.

Ô Billing should be faster because customers don¶t want

to say in the store after purchasing the product

Ô Variety of products should be increased

Ô VMM should employ experienced sale staff

Ô Store layout should be such that a customer can have

easy access to the product.

Ô Stock is not updated and no offer schemes are

provided by VMM on the old stock at time
2