TABLE OF CONTENTS

1

INTODUCTION OF THE TOPIC

A summer Training project study and training was under taken with

VISHAL MEGA MART, An Indian leading Retail Company under the

guidance of Mr. AMIT, store manager and Mr. Vivek, asst. store manager.

The training included study of consumer behavior to retail company and

competitive study of VISHAL MEGA MART with its competitors, study

of daily footfall and sales and Plano gram and to understand the retail

operations.

The behavioral study included a survey, which was carried out among the

various customers of VISHAL MEGA MART WELCOME. The objective

of the study was to understand the needs expectations and requirement of

customers and to what extent VISHAL MEGA MART is reaching up to

their expectations.

The competitive study included the study of offers, schemes and discount

for the customers given by VISHAL MEGA MART and its competitors.

The study of daily footfall and sales included to study foot fall and sales

regularly and to compare that what day selling is falling and why it is

falling and selling can be increased.

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This project report suggests prospective locations and site where Vishal

retail can open up its new stores. Area covered is ALLAHABAD where

presently it has 1 store.  It also includes details about the consumer who

come at Vishal mega mart for shopping.  A survey was conducted to know

behavior of consumers while they go for shopping in a particular retail

store.

A questionnaire has been drafted for the same, to understand the psyche of

the VISHAL MEGA MART customers to know their needs and

expectations which can be further utilized by the company to gain a

competitive edge over the competitors.

On the basis of analysis done and key finding, ALLAHABAD region was

scanned and SWOT analysis of each and every corner was done to find the

prospective location where Vishal retail can open its future stores.

Retail operations like study of layouts, Plano gram, etc

These all things have enhanced my knowledge therefore once again I

would like to thanks to all those help me for this interesting project.

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OBJECTIVE

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OBJECTIVE

1. To study the consumer behavior with respect to VISHAL MEGA

MART.

2. Determine the factors that influence the decision of customers.

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Literature Review

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LITERATURE REVIEW

CONSUMER ATTITUDES TOWARDS FOREIGN RETAILERS’ PRODUCTS

Abstract:- Turkey has attracted foreign retailers for many years because

of its high population, growing economy, growing market potential, young

population and also, its high labour force. Although conditions are

attractive, foreign retailers face some problems related to different

demographic characteristics, different values, attitudes and different

cultures of consumers in Turkey and also, in the other countries. One of the

most important factors that affects consumers’ attitudes towards foreign

retailers’ products and their willingness to purchase these brands is

consumer ethnocentrism (According to ethnocentrism; people evaluate

their race more superior than the other races). The aim of this research is

generally to examine Turkish consumers’ atttitudes towards foreign

retailers’ products. In this respect, consumer ethnocentrism is explored

among Turkish consumers. Besides, it is explored how this consumer

ethnocentrism affect product judgement of foreign products and

willingness to buy these products. The effect of age and education on

attitudes is also investigated. Data was collected through a questionnaire.

And this questionnaire was applied to 50 people in October 2009

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EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL

RETAIL ENVIRONMENT: FUNCTION OF CONSUMERS’

VISUAL AESTHETIC SENSITIVITY

ABSTRACT: - The primary goal of retail environments is to stimulate

positive behavior from consumers viewing the fulfilled plan of the designer

or architect. This study explores the influence of the consumer trait, visual

aesthetic sensitivity, upon the visual aesthetic design features of the store

environment and consumer behavior. Treatment of the visual aesthetic

design features of the retail environment as an integrated, holistic

arrangement demonstrate the dynamic interrelation of the environment and

perception as explained by Gestalt theory. Data was collected through

traditional survey techniques. Statistical analyses using exploratory factor

analysis, ANCOVA, and MANCOVA reveal distinct differences between

consumers with high versus low visual aesthetic sensitivity in store

environment evaluations and consumer behavior.

CONSUMER ATTITUDES TOWARDS THE AMERICAN RETAIL

SYSTEM

Abstract: - This paper develops a theoretical model of consumer purchase

decisions in a competitive retail system. Emphasis is placed on the

relationship between per household expenditures and consumers' surplus. It

is shown that parametric changes can cause expenditures and surplus to

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move in opposite directions. Empirical evidence on factors which influence

grocery and department store purchases is presented. Such evidence, in

conjunction with the theoretical model, can offer insights into consumer

attitudes towards the American retail system. A micro-level, behavioral

analysis predicated upon this research is then proposed as a method of

determining actual consumer attitudes.

UNDERSTANDING CONSUMER'S ATTITUDE TOWARDS

RETAIL STORE IN STOCKOUT SITUATIONS

Abstract: The study showed that six of the independent variables

considered, namely, shopping attitude of respondent,

store loyalty (SL), perceived store prices, store

distance, shopping frequency, and brand loyalty (in

order of importance of impact) significantly influenced

consumers' attitude towards retail store in out-of-stock.

CONSUMER SHOPPING BEHAVIOR AMONG MODERN RETAIL

FORMATS

Abstract:- The given article shows that individual determinant such as

shopping intension, attitude towards retail outlet, and shopping habit plays

important role on consumer shopping decision. Attitude towards retail

outlet and shopping habit influence shopping intension. This implies,

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retailers should concentrate on strategies in building consumers’ positive

attitude towards retail, so that consumers visit their retail in order to make

purchases regularly. However it found that it is no different of this

individual determinant among retail format. This imply, consumer visit all

format in making convenience goods purchase.

STUDY OF RURAL CONSUMER BEHAVIOR TOWARDS RURAL

RETAIL STORES

Abstract:-In India for a long time a large chunk of retail outlets were

grocery shop. This pattern had been changing in recent years, in urban and

rural markets. Of late, India's largely rural population has also caught the

eye of retailers looking for new areas of growth. A slew of supermarket

chains, including those of the Tata and ITC, are set to storm the rural areas

of the country as corporate realize the huge potential of the untapped

market ITC launched the country's first rural mall 'Chaupal Sagar', offering

a diverse product range from FMCG to electronic appliances to

automobiles, attempting to provide farmers a one-stop destination for all of

their needs. Companies such as Godrej and DCM Shriram Consolidated are

launching `one-stop shops' for farmers and their communities. Godrej

Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural

India by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility

marts over 2006-07. Positioned as a one-stop shop, the Hariyali Kisaan

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Bazaar Chain will cater to a variety of farmers' needs by providing access

to retail banking, LPG outlets and even a motorcycle showroom.

Marketers are trying to grab this untapped market but still the reach of

those players is mere they should more focused and rural oriented. There

are some points which they should undertaken

The retailer approach should be more professional like in urban

The retailers should try for up selling and cross selling rather to focus on

the bulk selling

The promotion strategy should be local and easy to grab able for the target

audience

The quarries and questions should be addressed by retailer

The awareness about product quality should be spread between customer so

they can shift to these stores rather to traditional stores

Stores should enhance their portfolio so that more and more customers can

find their needs.

CONSUMER SHOPPING BEHAVIOR IN MALLS WITH LARGE

SCALE ENTERTAINMENT CENTERS.

Abstract:- The concept of 'entertainment' is hard to define in the context of

a shopping center. It could be viewed in a very narrow sense as consisting

of just fides, games, and shows, or in a broad sense as a combination of the

entire shopping experience. The present study, however, focuses

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specifically on common area entertainment centers within malls,

operationally defined as a concentrated, centralized, entertainment area of

at least 30,000 square feet and containing a variety of entertainment

opportunities, including various types of rides for children, carrousels,

miniature golf courses, soft play structures, simulator rides, etc. Although

malls have traditionally offered several different types of entertainment

options, it is this category that has seen the most growth in recent years.

Most previous academic research studies have treated such entertainment

centers as just one additional characteristic of a shopping center which

could be included in retail gravitational models to predict consumer

patronage of shopping centers or the market potential of a particular

location. Such gravitation models have traditionally included factors such

as distance and travel time, size of a shopping area, characteristics of the

shopping center, consumer characteristics, and the cost of shopping to

consumers (Craig, Ghosh, & McLafferty, 1984). In terms of shopping

center patronage, Bellenger et al. (1977) found that some consumers placed

the greatest value on convenience and economic attributes including

convenience to home, accessibility, and the presence of services such as

banks and restaurants. Others, however emphasized recreational attributes

including atmosphere, fashionability, variety of stores and merchandise.

More recent studies have supported these results on the importance of

recreational attributes including atmospherics (Donovan & Rossiter, 1982);

pleasurable shopping experiences (Dawson, Bloch, & Ridway, 1990); and

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the social aspects of mall shopping (Feinberg, Sheffler, Meoli, & Rummel,

1989; Jarboe & McDaniel, 1987).

However, as mentioned earlier, there has been very little academic research

on mega-malls and the effects of entertainment centers in such malls on

consumer behavior. Most of the research conducted on this relatively recent

phenomenon has been done by either mall developers in specific malls

(e.g., Stiller & Smith, 1992) or by private research agencies which provide

a fee-based information service (e.g., U.L.I. Publications). These studies

have primarily focused upon defining the trading area of the mall, the

consumer characteristics, and the extent of patronage at various stores and

entertainment centers. Testimonials to the effectiveness of the

entertainment centers seem to be based not so much on this research as on

the gut instinct of developers and the success of most of the mega-malls.

For example, John Denlinger, the vice president of operations for Time-Out

Amusements Inc., an operator of entertainment centers, says that such

entertainment centers "are helping attract people from farther away,

encouraging them to bring the whole family to the mall, and getting them

to shop more once they are there". James Ginsberg, vice-president of

Recreational Concepts Inc., also an operator of such entertainment centers

has similar views, "if malls get people into their centers, they will stay

longer. This is especially true in the case of people coming from longer

distances, who to justify the time spent getting there, are more likely to

spend more money because they are there" (Bivins 1989, p.23). None of

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these statements, however, are supported by any published research

findings.

The present study seeks to provide this support by investigating the effects

of the entertainment centers on the shopping behavior of consumers. In

particular, the characteristics and shopping behavior of consumers who

visit the entertainment centers is investigated and compared to the

characteristics and shopping behavior of consumers who do not. Factors

investigated include the distance traveled to reach the mall, demographic

characteristics and group composition, the amount of time and money spent

at the mal.

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Company Profile

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INTRODUCTION OF VISHAL MEGA MART

http://www.vishalmegamart.net

A short note on company profile:

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile,

Calcutta) is today a conglomerate encompassing 126 showrooms in 83 cities / 20

states. India’s first hyper-market has also been opened for the Indian consumer by

Vishal. Situated in the national capital Delhi this store boasts of the singe 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 Aggarwal. The group had of turnover Rs 2884.43

million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007

The group’s prime focus is on retailing. The vishal stores offer affordable family

fashion at price to suit every pocket. The group’s philosophy is integration and

towards this end has initiated backward integration in the field of high fashion by

setting up a state of the art manufacturing facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to

almost all price ranges. The showrooms have over 70,000 products range which

fulfills all your household needs, and can be catered to less than one roof. It is

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covering about 24, 04,982 sq. ft. in 20 states across India. Each store gives you

international quality goods and prices hard to match. The cost benefit that is

derived from the large central purchase of goods and services is passed on to the

consumer.

Annual turn over of the company:

The group had a turnover of Rs. 1463.12 million for fiscal 2008.

The group had of turnover Rs 2884.43 million for fiscal 2009.

Rs. 6026.53 million for fiscal 2010.

Ambitious growth plans…

Vishal Retail continues to have ambitious growth plans, targeting 190

stores with over 3.7 million square feet by FY-09 and over 500 stores with

10 million sq ft by FY-11. It also intends to invest in logistics, restaurants

and consumer PE fund (similar to that run by Pantaloon).

Expansion is to be led by Tier-3 and Tier-4 towns, which might mean

lower ticket sizes and average sales per sq ft, although profitability may

remain at the same levels due to lower rent and employee costs.

To meet its expansion plans for the next three years, Vishal would have to

invest about Rs 2,500 corer. The company has little by way of internal

accruals. Vishal intends to fund its expansion plans through a 2:1

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combination of debt and equity. It is already heavily leveraged and bears an

interest cost of 11.75 per cent on its loans. This could go up in a rising

interest rate environment. These circumstances call for a moderation in

growth expectations.

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BUSINESS STRATEGY:

Company competitors:

1. BIG BAZAR

2. PANTALOON RETAIL

3. SALASAR

4. SPENCER

5. SUBHIKSHA

6. RELIANCE RETAIL

7. INDIA BULLS RETAIL

8. DABUR RETAIL

9. SABKA BAZAR

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Pantaloon

pantaloon Retail India Limited (PRIL), a retailer was incorporated in

12th October of the year 1987, headquartered in Mumbai, the company

operates through primarily the Lifestyle' and Value' formats through

multiple delivery mechanisms and lines of business, some of them

being, fashion, food, general merchandise, home, leisure and

entertainment, financial services, communications and wellness. The

Company has stores in 51 cities across the country, constituting over 6

million square feet of retail space. It caters to the Lifestyle' segment

through its 35 Pantaloons Stores and 5 Central Malls, as well as its

other concepts. In Value' retailing it is present through 78 Big Bazaar

hypermarkets, 113 Food Bazaars and other delivery formats. In the year

1991, the company had launched BARE, the Indian jeans brand. Initial

public offer (IPO) was made in May of the year 1992. During the year

1994, the Pantaloon Shoppe, an exclusive menswear store in franchisee

format launched across the nation and also the company starts the

distribution of branded garments through multi-brand retail outlets

across the nation. In the year 1995, the John Miller, formal shirt brand

of the company was launched in market. India's family store Pantaloons

was launched in Kolkata during the year 1997. In the year 2001, Big

Bazaar, Is se sasta aur accha kahi nahin' India's first hypermarket chain

was launched, after this, a supermarket chain also launched in the

period of 2002 under the name and style of Food Bazaar. The Company

had initiated India's first seamless mall in Bangalore in the name of

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'Central' in the year 2004. During the year 2005, Fashion Station of the

company was launched, it was the popular fashion chain and also in the

same year, a little larger' (ALL), an exclusive store for plus-size

individuals was launched. In 2006, Future Capital Holdings, the

company's financial arm launched its real estate funds Kshitij and

Horizon and private equity fund Indivision. Multiple retail formats

including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot

and futurebazaar.com are launched across the nation in the year 2006.

The Company had signed a Memorandum of Understanding (MOU)

with Blue Foods Private Limited to form a 50-50 Joint Venture

Company in July 31st of the year 2006 for setting up food courts and

specialty restaurants across the country. In January of the year 2008, the

company had entered into joint venture with US based Staples Indian

office products business unit, Future Office. As at February 2008,

Pantaloon awarded a comprehensive USD 50 million 5-year IT

outsourcing contract to Wipro InfoTech. The Company initiated its

flagship hypermarket retail store 'Big Bazaar' in Barrdhaman city

during January of the year 2008. Pantaloons launched an exclusive line

of film merchandise 'TASHAN Collection' across all its 40 stores in

April of the year 2008.

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Big Bazaar

Big Bazaar is a chain of hypermarket in India, which caters to every

family’s needs and requirements. This retail store is a subsidiary of Future

group, Pantaloons Retail India Ltd. and is an answer to the United States’

Wal-Mart. Big Bazaar has released the doors for the fashion world, general

merchandise like sports goods, cutlery, crockery, utensils, and home

furnishings etc. at best economical prices.

Big Bazaar group offers more than 100 stores all over the country with an

amalgamation of Indian bazaars’ feel and touch with a convenience and

choice of the modern retail facilities. The retail format of the Big Bazaar

group includes Andhra, Rural & Home-Town retail chain, E zone home-

improvement chain, sportswear retailer, depot and music chain is few

among others.

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History of Big Bazaar

The worldwide country chain, Big Bazaar, is formed by CEO of Future

Group, Mr. Kishore Biyani. The group do not promises more than what it

delivers. Their basic attraction associated with reasonable prices is their

Unique Selling Price.

Though, the products Big Bazaar stores stocks might not be advanced, but

the customers are assured to avail the worth of the money spent by them. In

2001, the group opened its first store on the VIP Road, Calcutta, which was

the primary departmental store offering regulated services of parking, steel

vessels, apparel, electronics etc under the one roof at the competitive

prices. Big Bazaar has become a massive hit with lower middle-class and

middle class people as a major client base.

At present, the Future Group comprises various formats and brands like

Pantaloons, F123, Copper Chimney, Etam, Staples, One Mobile, Urbana,

Brand Factory, LootMart, HomeTown and Central. The Big Bazaar has

several stores located all over the India, among that Chennai, Hyderabad,

Ahmadabad, Bangalore, Kolkata, Pune, Mumbai and Delhi is those metro

cities where the stores of Big Bazaars are located.

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Salasar

Salasar Retail Ltd. operates a chain of retail stores that provide garments,

accessories, food products, and groceries, as well as operates food courts

and digital cinema facilities. Its stores offer men’s shirts, trousers, jeans,

traditional wears, suits and blazers, T shirts, sweaters, and footwear, as

well as provide women’s salwar-suits, sarees, designer tops, and denims,

bridal wears, inner wears, footwear, and cosmetics. The company’s stores

provide tops, jackets, jeans, and baba suits for girls, boys, and teens, as

well as offer baby suits, frocks, diapers, pampers, bloomers, and pajamas

for infants. It also offers jewelry, bags, suitcases, gift items, stationery, and

stuffed toys, as well as provides home furnishings, bed sheets, and towels.

In addition, the company provides beverages, snacks, and cereals.

Salasar Retail Ltd. was incorporated in 2001 and is based in New Delhi,

India. It has stores in Agra, Allahabad, Cuttack, Gwalior, Guwahati,

Indore, Jaipur, Kanpur, Pune, New Delhi, and Raipur, India. As of

December 15, 2009, Salasar Retail Ltd. operates as a subsidiary of

Gitanjali Lifestyle Ltd.

Reliance

With a vision to generate inclusive growth and prosperity for farmers,

vendor partners, small shopkeepers and consumers, Reliance Retail

Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Group’s

foray into organized retail.

Since its inception in 2006, Reliance Retail Limited (RRL) has grown into

an organization that caters to millions of customers, thousands of farmers

and vendors. Based on its core growth strategy of backward integration,

RRL has made rapid progress towards building an entire value chain

starting from the farmers to the end consumers.

Reliance Retail continued to expand presence of its value and specialty

formats. During the year, Reliance Retail opened 90 new stores spanning

across 'value' and 'specialty' segments. In-store initiatives, wider product

choice and value merchandising enabled the business to achieve robust

growth during this period.

Its presence in the optics business is in partnership with Grand Vision. 51

new stores were added during FY-11 taking the total presence to 100 stores

across key markets in the country. The retail chain offers single brand

optical products including Vision Express frames, lenses, contact lenses,

sunglasses, solutions and accessories.

For the very first time, consumers in India got the opportunity to

experience Hamleys, which is considered to be the world's most wonderful

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toy shop. The brand was launched in India with opening up of 2 stores

during the year.

I store by Reliance Digital is a one-stop-shop for all Apple products and

services. There are 17 such stores currently operational.

Reliance Brands also announced exclusive licensing arrangement with two

leading international brands:

Steve Madden, a leading designer, wholesaler and retailer of fashion-

forward footwear and accessories for women, men and children.

Quicksilver, a leading outdoor sports lifestyle company to launch their core

brands 'Quicksilver' and 'Roxy'.

Across India, Reliance Retail serves over 2.5 million customers every

week. Its loyalty programmed, "Reliance One", has the patronage of more

than 6.75 million customers.

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Spencer

Since 1863, Spencer’s has been a part of the Indian retail landscape. At one

time, the Spencer’s Empire stretched from Peshawar to Cochin, from

Karachi to Chittagong, spanning the length and width of undivided India.

Originally owned by a British gentleman – yes, there was a Mr. Spencer

(John William Spencer, to be precise) – it acquired Indian ownership in the

1960s, and became part of the RPG Group in 1989.

In 1995, RPG Enterprises, the flagship company of the RPG Group,

launched Food world as a joint venture with Hong-Kong based Dairy Farm

International. The joint venture, which operated supermarkets under the

name “Food world” and hypermarkets under the name “Giant”, was

terminated in 2006. RPG retained 48 of the 93 stores it owned. These were

re-furbished and their launch under the brand name, Spencer’s, kicked off a

new phase in both the history of the Spencer’s brand, and the retailing in

India.

Since inception Spencer’s has been a consumer-centric brand, constantly

innovating, pioneering formats, evolving over time but always keeping

consumer needs and satisfaction center-stage. Back in 1920, we were the

first grocery chain in India. In 1980, we became the first supermarket

chain, and in 2001, we introduced India to the joys of hypermarket

shopping.

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What has remained unchanged almost 150 years is the trust the Spencer’s

brand evokes. To the consumer, it carries the promise of innovation,

quality, and service; the confidence that they will always be able to find a

Spencer’s at a convenient location; that it will have a pleasant ambience;

and that it will offer a wide range of products at affordable prices.

Subhiksha

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Subhiksha was an Indian retail chain with 1600 outlets selling groceries,

fruits, vegetables, medicines and mobile phones. It began operations in

1997, and was closed down in 2009 owing to financial mismanagement and

a severe cash crunch.

Trouble for Subhiksha began in late 2008 when the company ran out of

cash, bringing its operations to a standstill. Subhiksha faced severe

financial crisis pertaining to liquidity. The cash shortage eventually

resulted in Subhiksha closing its nationwide network of 1,600 supermarket

stores, and defaulting on loans, vendor payments and staff salaries. The

overextended chain imploded and all stores across the country were shut

down, most likely never to open again

In March 2010, Mr. Azim Premji, a well-known Indian business man, who

had invested in Subhiksha through his private investment vehicle only a

few months prior to its downfall, said that Subhiksha was a retail

equivalent of Satyam - India's largest corporate fraud. He said, "There was

an overstatement of accounts, fake inventory, fake bills, fake companies

that money was transferred to."

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Dabur India Ltd

Dabur India Ltd is one of India’s leading FMCG Companies

with Revenues of about US$910 Million (Rs 4110 Crore) & Market

Capitalization of US$4 Billion (Rs 20,000 Crore). Building on a legacy of

quality and experience of over 125 years, Dabur is today India’s most

trusted name and the world’s largest Ayurvedic and Natural Health Care

Company.

Dabur India is also a world leader in Ayurveda with a portfolio of over 250

Herbal/Ayurvedic products. Dabur's FMCG portfolio today includes five

flagship brands with distinct brand identities -- Dabur as the master brand

for natural healthcare products, Vatika for premium personal care,

Hajmola for digestives, Real for fruit juices and beverages and Fem for

fairness bleaches and skin care products.

Dabur today operates in key consumer products categories like Hair Care,

Oral Care, Health Care, Skin Care, Home Care and Foods. The company

has a wide distribution network, covering over 2.8 million retail

outlets with a high penetration in both urban and rural markets.

Dabur's products also have a huge presence in the overseas markets and are

today available in over 60 countries across the globe. Its brands are highly

popular in the Middle East, SAARC countries, Africa, US, Europe and

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Russia. Dabur's overseas revenues stands at over Rs 500 Crore in the 2008-

09 fiscal, accounting for about 20% of the total turnover.

The 125-year-old company, promoted by the Burman family, had started

operations in 1884 as an Ayurvedic medicines company. From its humble

beginnings in the bylines of Calcutta, Dabur India Ltd has come a long way

today to become one of the biggest Indian-owned consumer goods

companies with the largest herbal and natural product portfolio in the

world. Overall, Dabur has successfully transformed itself from being a

family-run business to become a professionally managed enterprise.

What sets Dabur apart from the crowd is its ability to change ahead of

others and to always set new standards in corporate governance &

innovation.

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INDIA BULLS RETAIL

Indiabulls group of companies, in a short period of eight years, has become

one of the largest business houses in India with a market capitalization of

more than US $7 billion. The 'Business Superbrand', which began as an

online brokerage firm, has now spread its activities into real estate,

infrastructure, retail, multiplex, and power sectors. The Indiabulls group

presently consists of Indiabulls Financial Services Limited, Indiabulls

Securities Limited, Indiabulls Real Estate Limited, Indiabulls Retail

Services, Indiabulls power business and other subsidiary companies.

Indiabulls Real Estates Limited acquired majority equity shares in Pyramyd

Retail Limited in 2005 and subsequently changed its name to Indiabulls

Retail Limited. The company operates multiple outlets in both the value

and lifestyle segment of the Indian consumer market. These include

Indiabulls Megastores, a chain of lifestyle stores, Indiabulls Marts, chain of

convenience stores, and Indiabulls Wholesale

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SIZE OF THE COMPANY:

Total no. of showrooms in all India. 126 showrooms

Total area covered by Vishal Retail in

India.

24, 04,982 sq. ft..

Total no. of states in which Vishal is

situated.

20 states across India.

Total no. of cities in which Vishal is

situated.

83 cities.

Total no. of products. About 70,000

Total no. of showrooms in all north

zone.

81

Total area covered by Vishal Retail in

North zone

13,99,096 sq. ft.

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FOUNDER OF THE COMPANY:

1. Mr. Ramchandra Agarwal

2. Mrs. Uma Agarwal

3. Mr. Surendra Agarwal

Mr. Ram Chandra Agarwal (HUF), Unicon Marketing Private

Limited, icon Commodities Private Limited and Vishal Water

World Private Limited.

Promoter Group:

Mrs. Santa Devi Agarwal,

Mr. Rajendra Kumar Agarwal,

Mrs. Sunita Agarwal,

Master Sudhanshu Agarwal,

Master Rohit Agarwal,

Master Akash Agarwal,

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Ms. Shreya Agarwal,

Mrs. Shakuntala Todi,

Mrs. Sushila Adukia,

Mr. SantoshBajoria,

Mrs. Krishna Bajoria,

Mr. Hemant Bajoria,

Mr. Raj Kumar Bajoria,

Mrs. Renu Agarwal,

Mrs. Karuna Agarwal,

Mrs. Madhu Kothari,

Island Enterprises

And Sunita Fashion Private Limited

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Introduction of VISHAL MEGA MART WELCOME

STORE

Location of the store:

Store is situated on CIVIL LINES ALLAHABAD .

It is the main point of ALLAHABAD and good for selling.

There are many colonies nearby store like Railway,Medical,

Avas Vikas Colony etc. This area is full of customers and there are no big

competitors of VISHAL MEGA MART in that area.

Store Management:

1. Store Manager : Mr. Amit

2. Asst. Store Manager : Mr. Vivek

3. Admin. : Mr. Pratap singh panwar

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Store Size:

Competitors in that Area:

There are big competitor of Vishal Mega Mart in that area. There are only

two competitors.

1. BIG BAZAR

2. PANTALOON

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Total no. of floors. 3

Total Area. 1950 sq. ft.

Average sale per month. About 100,00,000.0/month.

Research Methodology

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Research Methodology:

1. Prepare the questionnaire to get the responses of customers.

2. Comparative analysis of the responses obtained.

3. Walk in the competitors stores and get useful data and

analysis.

4. Obtain the secondary data from the store and analyses.

39

Descriptive research

(Descriptive research includes Surveys and fact-finding enquiries of

different Kind The main characteristic of this method is that the researcher

has no control over the variables; he can only report what has happened or

what is happening.)

Data collection methods

The Quantitative data collection methods rely on random sampling

and structured data collection instruments that fit diverse

experiences into predetermined response categories. They produce

results that are easy to summarize, compare, and generalize.

Quantitative concerned with testing hypotheses derived from theory

and/or being able to estimate the size of a phenomenon of interest.

Depending on the research question, participants may be randomly

assigned to different treatments. If this is not feasible, the researcher

may collect data on participant and situational characteristics in order

to statistically control for their influence on the dependent, or

outcome, variable. If the intent is to generalize from the research

participants to a larger population, the researcher will employ

probability sampling to select participants.

40

SAMPLE SIZE: 500.

METHOD OF SAMPLIjNG: - NON PROBABILITY SAMPLING

(CONVINIANCE SAMPLING)

TO FILL THE QUESTIONAIR I RENDOMELY SELECT THE CUSTOMERS 0F

ALL AGE GROUPS FROM EACH SECTIONS.

41

Data Sources

Primary Data:

Data for consumer behavior, study of Plano gram, comparative study, I

obtained primary data

Secondary Data:

Data for study of daily footfall and sales, analysis for fast and slow moving

products etc I obtained secondary data from the store.

Expected Benefits:

1. To find out the satisfaction level of customers.

2. To compare with competitors.

3. Recommendations for improve customer satisfactions and to

Improve selling.

42

ANALYSIS ON DATA

1. EVERY MONTH SALE IS DECREASING DUE TO CERTAIN REASIONS

A. RAINY DAYS : Since these days were rainy days so footfall is less than

other months

B. PHYSICAL COUNTING 0N EVERY MONDAY: Due to physical

counting team member are busy in counting on every Monday and

Tuesday, this also effect the selling.

C. Due to good planning of competitors

D. Some others

43

SWOT ANALYSIS

STRENGTHS

Right products market VISHAL MEGA MART quality

And reliability.

Superior product performance vs. competitors.

Brand Image.

Products have required accreditations.

High degree of customer satisfaction.

WEAKNESSE

Not very popular in the international market.

Customer service staff needs training.

Team members, team leaders and floor managers also needs training.

44

OPPORTUNITIES

Profit margins will be good.

Could extend to overseas.

Could seek better supplier deals.

An applied research centre to create opportunities for developing

techniques to provide added-value services.

THREATS

Vulnerable to reactive attack by major competitors.

Lack of infrastructure in rural areas could constrain investment.

45

SUGGESTIONS TO INCREASE SELLING

A. By giving more offers and discount on dead moving products.

B. By giving advertisement through local newspaper and cable operators.

C. By giving the attractive gift voucher on the certain amount of purchasing.

D. REGIONAL PREFERENCES OF MERCHANDISE:

According to the data provided by the questionnaire customer come to

store from the places near by store. Maximum customers cover about 5

Km.

Customers like VISHAL MEGA MART due to variety of products and

offers and scheme on them.

According to survey 60 % customers like home ware and household

and also more than 50 % customers like apparel. The like apparel

due to variety of products and quality of products and their

reasonable price.

46

The FMCG section is more famous of BIGBAZAR than VISHAL

MEGA MART due to offers and discount on products and availability

of products.

The products which customers want but are note in VISHAL MEGA

MART.

There are so many products in FMCG and Techno Mart sections that are

frequently demanded by the customers but are not available in VISHAL

MEGA MART due to this selling is affected.

1. FMCG SECTION:

Food:

1. Rattan Bhog Atta (Local Brand).

2. Rath Vanaspati.

3. Fortune mustered oil 15 liter.

4. Safola refined 15 liter.

47

5. Chambal soybean oil.

6. Dairy milk chocolates.

7. Uncle chips.

8. Lijjat papad.

9. Cold Coffee.

10. Dairy Whither (Dry milk).

11. Milk maid.

12. Kappa noodles.

13. Acqua final mineral water

Non Food:

1. Garnier facial cream.

2. Ponds face wash.

48

3. Sai Dhoop.

4. Sai Agrabatti.

5. Colgate tongue cleaner.

6. Pepsodant tongue cleaner.

7. Dabber mustard hair oil.

8. Fauna surf.

9. Ghadi surf.

10. Himalaya conditioner.

11. Clinic all clear conditioner.

12. Set wet gel green and blue.

49

Life Style:

Products name companies name

1. Kajal Color bar

2. Triple act compact Color bar

3. Eye pencil Color bar

4. Compact face powder Revlon

5. V.T. Lipstick Revlon

6. Lip liner Revlon

7. Pencil Kajal Revlon

8. Gillette shaving kit

9. Lakmi sun block lotion

10. Lakmi moisturizer

50

Techno Mart:

TELEVISION

1. L.G.

2. Oneida.

3. Sony.

4. Samsung.

5. Videocon.

Washing Machine

1. L.G.

2. Videocon.

51

Freeze

1. L.G.

2. Whirlpool.

3. Samsung.

DVD:

1. L.G.

2. Sony.

DVD Home Theater

1. Philips.

2. Sony.

3. Intel.

52

A.C.

1. Videocon.

2. L.G.

3. Samsung.

LCD:

1. L.G.

2. Sony.

53

Product analysis for fast and slow moving products:

ANALYSIS:

The fast moving and slow moving depend on the following points.

1. Offers and scheme on the products.

2. Display mode of the products.

3. Price of the products.

4. Brand of the product.

5. Quality of the product.

6. Off season and on season for the product.

SOME SUGGESTIONS TO MAKE PRODUCTS FAST MOVING :

1. By giving attractive offers and scheme on products.

2. By improve display of slow moving products.

54

COMPARATIVE STUDY FOR VISHAL WITH OTHERS COMPETITORS

IN THAT AREA.

VISHAL MEGA MART

Shopping from food mart sections Rs 999

get 05 kg sugar free. In Rs105 get 05 kg

Atta free .Home foil Rs.63 Buy 1 get 1 free.

Colgate family pack Rs 79 300 gm +extra

clean tooth brush free coke 2 liter (all

variant) buy 01 in Rs 50 &2 in Rs

85.fortrune soya oil in Rs 90.Dhara

mustard oil Rs 82. Shakti bhog Atta 10 kg

Rs183 .Sugar in 5 kg at Rs.95 Rooh afza

700 ml at Rs 88.

BIG BAZAR

Home foil 01 in Rs.63 and 03 Rs 88.

Colgate family packs 300 gm in Rs 79.

Pantene / head & shoulder 750 ml in 30

% off.

All variant cold drinks 2 liter with 02 at

Rs.85.

Tops noodles Buy 01 get 01 free

Fortune soya oil at Rs.78.

Mustard oil in Rs 85

Shakti bhog Atta 10 kg in Rs 184

Sugar 5 kg Rs101

55

VISUAL MERCHANDISING

Visual Merchandising (VM) is the art of presentation, which puts the

merchandise in focus.  It educates the customers, creates desire and finally

augments the selling process. This is an area where the Indian textile and

clothing industry, particularly, the SMEs lack adequate knowledge and

expertise.  This inadequacy is best reflected in poor presentation/display

and communication in various national and international exhibitions.

 

VM helps in:

Educating the customers about the product/service in an effective and creative way.

Establishing a creative medium to present merchandise in 3D environment, thereby

enabling long lasting impact and recall value.

Setting the company apart in an exclusive position.

Establishing linkage between fashions, product design and marketing by keeping

the product in prime focus.

Combining the creative, technical and operational aspects of a product and the

business.

Drawing the attention of the customer to enable him to take purchase decision

within shortest possible time, and thus augmenting the selling process.

56

STATUS OF VM IN INDIA:

Unlike the western countries, where VM receives highest priority in

commercial planning of a product, the Indian industry understands and

practice of the concept of VM is inadequate.  With phasing out of

quantitative restrictions after the year 2004, the textile industry will have to

compete purely on the competitive edge of the products and VM will be a

helpful tool in projecting

The uniqueness of the products and thereby increasing the market access

and sales.  It is high time that the Indian textile and clothing industry,

therefore, understands and adopts the scientific and professional system of

VM rather than the traditional practices of display of products and

communication.

57

ANALYSIS REGARDING FOLLOWING POINTS :

Layouts.

Display modes.

Developing themes.

Display and sin age.

58

Layouts:

The arrangement of all layouts is good. All lay outs like AC LAYOUT,

CCTV Layouts, IT layout, Gondola lay out are working well. There are

some negatives also.

1. Store Layout:

Store layout is good. All store covers 367 sq. ft. area. It covers three floors.

But in rainy days store is filled with water and there is no arrangement for

this. After rain it take time to clean the store and throw the water from the

store due to this customers have to suffer and this also affect the selling and

footfall.

2. Gondola Layout:

There are proper gondolas and there is proper arrangement for gondolas but

some part of gondolas is always empty, it create negative image in the eye

of customers.

3. A.C. Layout:

59

All AC are working well and are proper arranged.

4. Light Layout:

There is again negative thing in light when current goes there is deep dark

in 1st and 2nd floor it creates a problem to customers and it takes time to

start a generator therefore there should some arrangement for emergency

light of inverter on each floor.

Display modes:

There is proper display. For apparel section they use standees for display

but here also some weakness like…..

1. Customer face problem in searching the right size of apparel for them, there

fore display should be size wise with their rates.

2. In FMCG Section many product were not put on their right place according

to their price information slip.

Developing Themes:

60

There are so many developing things like…..

1. Continuous announcement of offers and schemes through customer service

desk counter.

2. Proper use of signage and standees.

3. Use of lucky draw coupon.

61

THEORY TO THE TOPICS

Consumer

62

 A Consumer is anyone who engages himself/herself in

physical activities of assessing, attaining, using or disposing

of good and services for which he/she pays the money for

its usage

 

If a person buys the product but is consumed by his/her

family then in that case that family member will be actual

‘CONSUMER’ and the person who has paid the money will

be termed as ‘CUSTOMER’.

Consumer Behavior

Consumer behavior refers to the mental emotional

process and the observable behavior of consumers

during searching, purchasing, and post consumption of

product and service. Consumer behavior involves the study

of how people buy, what they buy, when they  buy,  and

why  they  buy.  it  blends  the  element  from  psychology,

socio psychology,  anthropology and  economics. It

also tries to assess the influence on the customer from

group such as family, friend, reference groups and society

in general. Buyer behavior has two aspects: the

final purchase activity visible to any observer and

the detailed or short decision process that may involve

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the interplay of a number of complex variables not visible

to anyone.

.“Traditionally the word customer was used to

define people who the organization dealt with

externally through the words customer is used as a

single unit purchases could be made both by

individual and groups of people involved in the

“decision making process” 

Suja R Nair consumer behasviour in Indian

perspective.

 The aim of marketing is to meet & justify target customer’s

need & want. The field of consumer behavior studies

how individuals, groups, and organizations select, buy,

use, and dispose of goods, services, ideas,  or

experiences to satisfy their need and desires.

Understanding consumer behavior is never simple, because

customer may say one thing but do another. They may

not be in touch with their deeper motivation ,and they

may respond to influences and change their minds at the

last minute

64

STUDY THE CONSUMER BEHAVIOUR

The Behavior that consumers display in searching for, purchasing, using,

evaluating, and disposing of products, services, and ideas.

FOCUS ON WHAT IT MEANS

Consumer Behavior focuses on how individuals make decisions to spend

their available resources i.e. TIME, MONEY, and EFFORT on

CONSUMPTION related items.

DEFINITION AND SCOPE OF RETAILING:

The word ‘retail’ is derived from the French word ‘retailer’, meaning ‘to

65

cut a piece off’ or ‘ to break bulk’. In simple terms, it implies a first-hand

transaction within the customer.

Retailing can be defined as the buying and selling of goods and services. It

can also be defined as the timely delivery of goods and services demanded

by consumers at prices that are competitive and affordable.

Retailing involves a direct interface with the customer and the

coordination of business activities from end to end- right from the

concept

or design stage of a product or offering, to its delivery and post-

delivery service to the customer. The industry has contributed to the

economic growth of many countries and is undoubtedly one of the

fastest changing and dynamic industries in the world today.

66

TYPES OF RETAIL

The retail industry is divided into organized and unorganized

sectors.

1. ORGANIZED RETAIL :

Organized retailing refers to trading activities undertaken by licensed

retailers, that is, those who are registered for sales tax, income tax, etc.

These include the corporate-backed hypermarkets and retail chains, and

also the privately owned large retail businesses.

Organized Retail – 3%

2-UNORGANIZED RETAIL :

Unorganized retailing, on the other hand, refers to the traditional formats of

low-cost retailing, for example, the local shops, owner manage general

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stores, provision shops, convenience stores, hand cart and pavement

vendors, etc.

Unorganized Retail – 97%

POPULAR RETAIL FORMATS IN INDIA :

There are following formats:

Malls : These are the largest form of retail formats. They provide an ideal

shopping experience by providing a mix of all kinds of products and

services, food and entertainment under one roof. Examples are Sahara

Mall, TDI Mall in Agra.

Specialty Stores : The retail chains, which deal in specific categories

and provide deep assortment in them are specialty stores. Examples are

RPG's Music World, Mumbai's bookstore Crossword, etc.

Discount stores : These are the stores or factory outlets that provide

discount on the MRP items. They focus on mass selling and reaching

economies of scale or selling the stock left after the season is over.

Hypermarkets/Supermarkets : These are generally large self-service

outlets, offering a variety of categories with deep assortments. These stores

68

contribute 30% of all food and grocery organized retail sales. Example: Big

Bazaar. VISHAL MEGA MART, SPENCER HYPER, etc.

Convenience stores : They are comparatively smaller stores located

near residential areas. They are open for an extended period of the day and

have a limited variety of stock and convenience products. Prices are

slightly higher due to the convenience given to the customers.

E-Retailers : These are retailers that provide online facility of buying and

selling products and services via Internet. They provide a picture and

description of the product. A lot of such retailers are booming in the

industry, as this method

Convenience and a wide variety for customer. But it does not provide a feel

of the product and is sometimes not authentic. Examples are Amazon.com,

Ebay.com, etc.

Vending : This kind of retailing is making incursions into the industry.

Smaller products such as beverages, snacks are some the items that can be

69

bought through vending machines. At present, it is not very common in

India.

Mom-and-pop stores : These are generally family-owned businesses

catering to small sections of society. They are small, individually run and

handled retail outlets.

Category killers : Small specialty stores have expanded to offer a range

of categories. They have widened their vision in terms of the number of

categories. They are called category killers as they specialize in their fields,

such as electronics (Best Buy) and sporting goods (Sport Authority).

Department stores : These are the general merchandise retailers offering

various kinds of quality products and services.

RETAIL TERMINOLOGY :

Gondola

It is the assembled non-trading item which is used to display the articles to

be sold.

70

Tiny winy

It is the assembled aluminum-glass frames as counters with two part

assembly, it is used to display the goods which are expensive or small or

both - to carry or for display purpose.

Average Inventory Cost/ Moving Average Price

Average inventory cost is found by adding the beginning cost inventory for

each month plus

the ending cost inventory for the last month in the period.

Brand

A brand is a name, symbol or other identifying mark for a seller's goods or

services. It is distinct from other sellers.

Break-Even Poin

The point in business where the Net profit becomes equals to the expenses.

There is no profit and no loss.

Business Plan

71

A detailed document describing the past, present and future financial and

operational objectives of a company.

Cash Discount

A percentage reduction in price for payment within a specified period of

time.

Cash Flow

The movement of money in and out of a business and the resulting

availability of cash.

Chain Store

Number of retail stores under the same ownership and dealing in the same

merchandise.

Contribution Margin

Contribution Margin is the difference between total sales revenue and total

variable costs. The term is applied to a product line and is generally

expressed as a percentage.

Cost of Goods sold

The price paid for the product, plus any additional costs necessary to get

the merchandise into inventory and ready for sale, including shipping and

handling.

72

Coupon

A promotional tool in the form of a document that can be redeemed for a

discount when purchasing goods or services. Coupons feature specific

savings amount or other special offer to persuade consumers to purchase

specific goods or services or to purchase from specific retailers.

CRM - Customer Relationship Management

Customer Relationship Management (CRM) is a business strategy designed

to reduce costs and increase profitability by strengthening customer loyalty.

Gross Margin Return on Investment

A measure of inventory productivity that expresses the relationship

between your total sales, the gross profit margin you earn on those sales,

and the number of dollars you invest in inventory.

Gross Margin

Gross margin is the difference between what an item costs and for what it

sells.

Inventory Turnover

73

The number of times during a given period that the average inventory on

hand is sold and replaced.

Keystone

Keystone pricing is a method of marking merchandise for resells to an

amount that is double the wholesale price.

Loss Leader

Merchandise sold below cost by a retailer in an effort to attract new

customers or stimulate other profitable sales.

Loss Prevention

Loss prevention is the act of reducing the amount of theft and shrinkage

within a business.

Marketing Calendar

Marketing calendar is a tool used by retailers to show what marketing

events, media campaigns and merchandising efforts are happening when

and where, as well as the results.

Markup

74

Percentage added to the cost to get the retail selling price.

Minimum Advertised Price

Suppliers pricing policy that does not permit its resellers to advertise prices

below some specified amount. It can include the reseller’s retail price as

well.

Odd-Even pricing

A form of psychological pricing that suggests buyers are more sensitive to

certain ending digits.

Open-to-Buy

Merchandise budgeted for purchase during a certain time period that has

not yet been ordered.

Operating Expenses

The sum of all expenses associated with the normal course of running a

business.

Plano gram

Visual description, diagram or drawing of a store's layout to include

placement of particular products and product categories.

75

Point-of-Purchase Display

Point-of-purchase displays, or POP displays, are marketing materials or

advertising placed next to the merchandise it is promoting. These items are

generally located at the checkout area or other location where the purchase

decision is made. For example, the checkout counters of many convenience

stores are cluttered with cigarette and candy POP displays.

POS

Point of Sale (POS) refers to the area of a store where customers can pay

for their purchases. The term is normally used to describe systems that

record financial transactions. This could be an electric cash register or an

integrated computer system which records the data that comprises a

business transaction for the sale of goods or services.

Private Label

Products which are generally manufactured or provided by one company

under another company's brand.

Product Life Cycle

The stages that a new product is believed to go through from the beginning

to the end: Introduction, Growth, Maturity and Decline.

Purchase Order

76

A purchase order (PO) is a written sales contract between buyer and seller

detailing the exact merchandise or services to be rend from a single vendor.

Quantity Discount

A reduction in price based on the amount purchased. It may be offered in

addition to any trade Discount.

Retailing

The sale of goods or commodities in small quantities directly to

consumers.

Sales Floor

The sales floor is the location of a retail store where goods are displayed

and sales transactions take place. For example, the receiving of

merchandise takes place in the stock room, but all direct sales and customer

interactions are done on the sales floor.

Shoplifting

Shoplifting is the theft of property and which occurs with the intent to

deprive the owner of that piece of property. The crime of shoplifting is the

taking of merchandise offered for sale without paying.

Shrinkage

77

Retail shrinkage is a reduction or loss in inventory due to shoplifting,

employee theft, paperwork errors and supplier fraud.

SKU

The Stock Keeping Unit (SKU) is a number assigned to a product by a

retail store to identify the price, product options and manufacturer.

Soft lines

A store department or product line primarily consisting of merchandise

such as clothing, footwear, jewelry, linens and towels.

Staple Goods

Staple goods are products purchased regularly and out of necessity.

Traditionally, these items have fewer markdowns and lower profit margins.

While price shifts may raise or lower demand for certain kinds of products,

the demand for staple goods rarely changes when prices change.

Trade Credit

Open account with suppliers of goods and services.

Trade Discount

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Discount on the list price given by a manufacturer or wholesaler to a

retailer.

Visual Merchandising

Visual merchandising is the art of implementing effective design ideas to

attract the footfalls and convert them in customers inside the store.

Wholesale

Wholesale is the sale of goods, generally in large quantity, to a retailer for

resale purposes.

Impulse purchase

Purchases made without any planning

Foot falls (Walk-ins)

No. of people who enter the stores

Conversion

No. of people (walk-ins) who purchased at the store (expressed as a percentage)

Tills Billing counters

79

STUDY OF PLANOGRAM

A Program is a diagram of fixtures and products that illustrates how and

where retail products should be displayed, usually on a store shelf.

The “ABC” of a Plan-o-gram

Plan-O-Gram is a map of the category as represented in the store. It gives

the position of each “SKU” in the store. The Purpose of a Plan-o-gram

being:

Ease of shopping: The primary objective of any Plan-o-gram should be

customer convenience. If the customer does not find it convenient to shop,

then a plan-o-gram, no matter how hi-tech,

Ease of display: A plan-o-gram helps the store personnel stack products to

the desired effect each time. This is achieved by marking the designated

place of each product on the shelf through “shelf tickets”. This will help in

80

ensuring a standard look for the store every time and it will also make life

simpler for the store person responsible for stacking the products

Aesthetics: A well-designed plan-o-gram has to be visually appealing. For

instance if one were to stack shampoo bottles of all sizes side by side on the

same shelf, it may not look as good as if one were to stack it as per the

different sizes available.

Tactical benefits: A plan-o-gram can be used to achieve higher sales and

margins on a long-term perspective. However the same can be true from a

tactical point of view. A plan-o-gram can be redesigned to gain tactical

mileage during specific seasons (deodorants in summer, lotions in winter)

or during special promotions (more visibility for a “buy one get one free”

offer).

81

DATA ANALYSIS & INTERPRETATION

82

1) How Vishal mega mart can be compared with the competitors in

respect of, marketing activity?

Average Good Very good Excellent

20% 27% 29% 24%

20%

27%29%

24%

averagegoodvery goodexcellent

83

Interpretation:

Analysis From the above it is observe that 29%(very good) think that

Vishal can be compared with competitors in respect of, marketing activity.

.

2) How frequently do you visit Vishal Mega Mart?

Daily weekly monthly yearly.

Interpretation:

84

15%

63%

15% 7%

Sales

DailyWeeklyMonthlyYearly

From the above analysis it is observe that 63%people visit monthly.

3) How is the internal environment of the store?

Excellent good ok bad

42% 28% 20% 10%

42%

28%

20%

10%excellentgoodokbad

Interpretation:

85

From the above analysis it is observe that 42%think that internal

environment of the store is excellent.

4) Which factor influence the customer for buying decision?

Low price product variety quality location

42% 26% 8% 24%

42%

26%

8%

24%

low priceproduct varietyqualitylocation

Interpretation:

86

From the above analysis it is observe that 42% think that low price which

influence decision of customer.

5) Which section do you visit first for time when you enter in to Vishal Mega

Mart.

Food Bazar Apparels Household Utensils Electronic Section

46% 16% 28% 10%

46%

16%

28%

10%

Food BazarApparels House hold Utesils Electronic Section

Interpretation:

From the above analysis it is observe that 46% customer visit first 87

Food bazaar when he enters to Vishal mega mart.

6) Should we include regular discount and promotion as the part of marketing activity?

Yes no sometime every time

47% 15% 25% 13%

47%

15%

25%

13%

yesNoSometimeEverytime

Interpretation:

From the above analysis it is observe that 47% think should include regular discount

and promotion as the part of marketing activity.

88

7)Through which promotional source you come to know about the retail outlet?

Print Media Electronic Media Word of Mouth magazine

32% 33% 24% 11%

32%

33%

24%

11%

Print mediaElectronic MediaWord of MouthMagazine

Interpretation:

From the above analysis it is observe that 33% think electronic media

89

Come to know about the retail outlet.

8)How much do you think that the promotional activities help in making your shopping beneficial.

1 2 3 4 5

27% 35% 24% 12% 2%

27%

35%

24%

12% 2%

12345

Interpretation:

90

From the above analysis it is observe that 35% think that the second promotional activities help in making your shopping beneficial.

9)Which retail outlet gives you more promotional /offers?

Big bazaar Spencer’s Shopper’s stop Vishal mega mart

48% 9% 10% 33%

48%

9%10%

33%

Big BazaarSpencer'sShopper's StopVishal Mega Mart

Interpretation:

From the above analysis it is observe that 48% think Big bazaar retail outlet gives more promotional /offers.

91

10)Which factor influence you to visit the retail outlet other than promotions/offers?

Quality Price Store ambiance Fast service

31% 36% 19% 14%

31%

36%

19%

14%Quality

Price

Store Ambiance

Fast Service

Interpretation:

From the above analysis it is observe that price factor influence us to

92

visit the retail outlet other than promotions/offer.

11)Which time the daily footfall and sales increase in Vishal mega mart?

Summer offer Winter offer Raining offer

52% 33% 15%

52%

33%

15%

Summer offerWinter offerRaining offer

Interpretation:

From the above analysis it is observe that summer offer time the daily footfall and sales increase in Vishal mega mart.

93

12)Which type of marketing activity plays a essential role in pushing the customer towards the store?

Display Space selling Promoters Others

35% 32% 20% 13%

35%

32%

20%

13%

display space selling promotersothers

Interpretation:

From the above analysis it is observe that display type of marketing activity plays a essential role in pushing the customer towards the store.

94

LIST OF FINDING

95

OUT PUT OF STUDY ON CUSTOMER BEHAVIOUR

Out of 500

100 customers think average,135 think good,145 think very good,120

think excellent that Vishal can be compare with competitors in respect of

marketing activities.

315 customer think weekly,75 think daily,72 think monthly,35 think

yearly visit Vishal mega mart.

195 customer consider marketing/advertisement of the product before

purchasing the same.100 think some time,70 every time and rest 135 no

change.

235 customer want to include regular discount and promotion as the part

of marketing activities.125 want some time.65 want every time and rest

75 no change.

165 customer come to know about the retail outlet through electronic

media,160 through print media,120 through word of mouth,55 through

magazine.

170 customer want to double promotional activity, 120 want triple, and

125 want no change.

96

165 Vishal , 240 Big bazaar, 45 spencer’s, 50 shoppers stop, think gives

more offer.

205 think advertisement help us to select retail outlet.

180 customer think price factor, 155 quality factor,70 fast service,95

store ambiance influence to visit Vishal other than offer.

180 think display activity,175 space selling,100 promoters and rest 65

plays a essential role in pushing the customer towards the store.

260 customer think summer offer,165 winter offer and 75 raining offer,

increase the footfall and sale of Vishal mega mart.

210 customers think internal environment of the store is excellent,140

think good, 100 think ok, and 50 think bad.

210 customer think low price,130 think product variety,40 think

quality,120 think location factor influence the customer for buying decision.

230 food bazaar,80 apparels,140 household utensils,50 electronic section

visit first for time when he/she enter in to Vishal Mega Mart.

97

CONCLUSION

98

CONCLUSION

Generally customer come from home in store, they like variety in the

Products offers and schemes.

Customer give preferences in home ware & house hold products.

According to survey 60% customer also like home ware & house hold

products and same 60% customer also like appraisals due to variety

of products and quality as well as reasonable prices.

According to survey more than 70% customer like vishal mega mart than

Big Bazaar and 30% customer like due to mall.

99

LIMITATION

100

LIMITATIONS OF THE STUDY:

Sometime respondents are not taking interest in such

Type of surveys therefore there is chance that they might

Be giving wrong information.

The respondents are free from all barriers so he/she can

Give his/her opinion which may not be true in many

Occasions.

The staff of the Vishal only provides/ communicates the

Merits of its products

101

Recommendation/Suggestion

102

Recommendation

1. Many products which are demanded by the customers are not in VISHAL

MEGA MART.

2. There are few verities in techno mart section.

3. Team members do not attract customers.

4. In rainy days store is filled with water and there is no arrangement for this.

After rain it take time to clean the store and throw the water from the store

due to this customers have to suffer and this also affect the selling and

footfall.

5. Some part of gondolas is always empty, it create negative image in the eye

of customers.

6. There is again negative thing in light when current goes there is deep dark

in 1st and 2nd floor it creates a problem to customers and it takes time to

start a generator.

103

7. Customer face problem in searching the right size of apparel for

themselves.

8. In FMCG Section many product were not put on their right place according

to their price information slip.

104

Suggestions

1. There should be all regional preference products.

2. There should be arrangement for entertainment of children.

3. There should be a small type of Restaurant.

4. There should be all variety of products in Techno Mart.

5. Team members should be trained to attract customers.

6. Gondolas should not be empty.

7. There should be some arrangement for emergency light of inverter on each

floor.

8. The display of apparel should be size wise with their rate.

105