A PROJECT REPORET

ON

RETAIL MANAGEMENT IN

Department of Commerce & Management

Study

Submitted to Submitted byDr. Ashok Kumar Mishra Om Shanker Shukla

Head Department of Commerce B.com A/F(IIIrd year)

KA2K/125

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Acknowledgement

I take this opportunity express my deep sense of gratitude to Dr. Ashok Kumar

Mishra for having given his kind consent to undergo project at Vishal Mega Mart and

I cannot fail to give my cordial thanks to all the staff of Vishal Mega Mart for making

the atmosphere very pleasant and helpful during my project Work. I am also deeply

indebted to my parents and my friends whose valuable help always proved worthy in

completion of my project.

On completion of my project, I would like to extend my thanks to Brij Mohan

Srivastava who spared his time for me from her busy schedule to light and guide my

way in darkness infect, he is the cause of successful completion of my work. I also

express gratitude all the faculty members, who with valuable guidance always

proved very profitable and made my effort successful.

I am thankful to Vishal Mega Mart, for allowing me to undergo the study of customer

relationship in the Vishal Mega Mart as a part of my summer training for the partial

fulfillment of requirement of my B.Com A/F course. It enables me to see the practical

aspect of management, which will help me in long run.

Om Shanker Shukla

B.Com A/F (IIIrd year)

Roll No.77

KA2K7/

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EXECUTIVE SUMMARY

Customer perception

In today’s competitive market place it’s hard to differentiate your product and

service offerings from your competition. The technology available to both you

and your competitors has made it easier to duplicate each other’s products

and services. Because of this, it’s difficult to rely on features alone to

differentiate your company from the competition. Excellent customer service is

one of the few ways to achieve a sustainable competitive advantage.

On the other hand, customer behavior becomes more hybrid. On one

hand, customers are increasingly price sensitive – searching for bargains at

market places like eBay or buying their groceries at discount markets. On the

other hand they enjoy branded and luxury goods. One and the same person may

plan a weekend trip with a no-frills airline and a stay at a five-star-hotel.

In the result, customers have a wider choice of often less distinguishable

products and they are much better informed. For many offerings the balance of

power shifts towards the customer. Customers are widely aware of their greater

power, which raises their expectations on how companies should care for

them.Bringing it all together, it becomes ever more difficult to differentiate a

product or service by traditional categories like price, quality, functionality etc. 

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In this situation the development of a strong relationship between customers and

a company could likely prove to be a significant opportunity for com petitive

advantage. This relationship is not longer based on features like price and

quality alone. Today it is more the perceived experience a customer makes in

his various interactions with a company (e.g. how fast, easy, efficient and

reliable the process is) that can make or break the relationship. Problems during

a single transaction can damage a so far favorable customer attitude.

Consider this, only 4% of all customers with problems complain. The average

customer with a problem eventually tells 9 other people.

Satisfaction is a consumer’s post-purchase evaluation of the overall service

experience. It is an affective reaction in which the consumer’s needs, desires

and expectations during the course of the service experience have been met or

exceeded. Satisfaction in this sense could mean that a hypermarket has just

barely met the customer’s expectations, not exceeded nor disappointed those

expectations.

The benefits of taking the customer’s response beyond satisfaction at this level

by exceeding expectations, is a competitive strategy that Vishal mega mart Varanasi has to achieve.

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The value of satisfaction is often underestimated. An essential part of assessing

satisfaction includes identifying dissatisfaction. Dissatisfied customers and

prospects often hold the information you need to succeed. Understanding when

and why dissatisfaction occurs helps you implement changes to gain new

customer and retain old ones.It doesn’t matter what type of business you are in,

surveys are an important tool to help you collect the information you need to

understand and evaluate customer and prospect satisfaction.

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Table of Contents

Acknowledgement

Executive summary

What is retailing

Retail in India

Company Introduction

Different element of retail mix

Kids section

Fast moving SKU’s

Research & Methodology

Data collection and Analysis

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Suggestion and Recommendation

Conclusion

SWOT Analysis

Bibliography

Questionnaires

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WHAT IS RETAILING ?

“Retailing consists of activities involved in selling goods and services to

ultimate consumers for personal consumption”-Cuoghan.

“Retailing is a set of business activities that add value to the products and

services sold to consumer for their family or personal use.”- Aderson.

“Retailing”- the word derived from French word “retailer” meaning to “cut a

piece off or to break bulk”- Louis.

- Retailing is not only the sale of product in stores but also involves the sale of

services; videotape rental, haircut, home delivered pizza

- Retailer perform specific activities – anticipating customer wants, developing

assortments of products, acquiring market information and financing. Retailing

encompasses selling through mail, the internet, door to door visits, any channel

that could be used for approaching consumer.

- To enter retailing is easy and fail is even easier. The subject of retailing has

gained momentum as the impact of retailing on the economy is high.

Retail Management: is the process of understanding the environment especially

customer and competition, developing and implementing effective strategies.

Retail management mainly involves merchandise management and store

management.

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Retailing is Selling of merchandise directly to the consumer. Retailing

beganseveral thousand years ago with peddlers hawking their wares at the

earliest marketplaces. It is extremely competitive, and the failure rate of retail

establishments is relatively high. Price is the most important arena of

competition, but other factors include convenience of location, selection and

display of merchandise, attractiveness of the establishment, and reputation. The

diversity of retailing is evident in the many forms it now takes, including

vending machines, door-to-door and telephone sales, direct-mail marketing, the

Internet, discount houses, specialty stores, department stores, supermarkets, and

consumer cooperatives.

Retailing consists of the sale of goods or merchandise from a fixed location,

such as a department store, boutique or kiosk, or by post, in small or individual

lots for direct consumption by the purchaser. Retailing may include

subordinated services, such as delivery. Purchasers may be individuals or

businesses. In commerce, a "retailer" buys goods or products in large quantities

from manufacturers or importers, either directly or through a wholesaler, and

then sells smaller quantities to the end-user. Retail establishments are often

called shops or stores. Retailers are at the end of the supply chain.

Manufacturing marketers see the process of retailing as a necessary part of their

overall distribution strategy. The term "retailer" is also applied where a service

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provider services the needs of a large number of individuals, such as a public

utility, like electric power.

Shops may be on residential streets, shopping streets with few or no houses or

in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a

shopping street has a partial or full roof to protect customers from precipitation.

Online retailing, a type of electronic commerce used for business-to-consumer

(B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done

to obtain necessities such as food and clothing; sometimes it is done as a

recreational activity. Recreational shopping often involves window shopping

(just looking, not buying) and browsing and does not always result in a

purchase.

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Retail In India

India retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail industry

in India is expected to rise 25% yearly being driven by strong income growth,

changing lifestyles, and favorable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth US$

175- 200 billion. India retail industry is one of the fastest growing industries

with revenue expected in 2007 to amount US$ 320 billion and is increasing at a

rate of 5% yearly. A further increase of 7-8% is expected in the industry of

retail in India by growth in consumerism in urban areas, rising incomes, and a

steep rise in rural consumption. It has further been predicted that the retailing

industry in India will amount to US$ 21.5 billion by 2010 from the current size

of US$ 7.5 billion.

Shopping in India have witnessed a revolution with the change in the consumer

buying behavior and the whole format of shopping also altering. Industry of

retail in India which have become modern can be seen from the fact that there

are multi- stored malls, huge shopping centers, and sprawling complexes which

offer food, shopping, and entertainment all under the same roof.

India retail industry is expanding itself most aggressively; as a result a great 12 | P a g e

demand for real estate is being created. Indian retailers preferred means of

expansion is to expand to other regions and to increase the number of their

outlets in a city. It is expected that by 2010, India may have 600 new shopping

centers.

In the Indian retailing industry, food is the most dominating sector and is

growing at a rate of 9% annually. The branded food industry is trying to enter

the India retail industry and convert Indian consumers to branded food. Since at

present 60% of the Indian grocery basket consists of non- branded items.

India retail industry is progressing well and for this to continue retailers as well

as the Indian government will have to make a combined effort.The Indian retail

market is literally on the go. The share of retail trade in the country's gross

domestic product was between 10-12 per cent in 2009. It is currently around 12

percent, and is likely to reach 22 per cent by 2010.

The Indian retail market, which is the fifth largest retail destination globally,

was ranked 2nd after Vietnam as the most attractive emerging market

destination for investment in the retail sector, by AT Kearney's seventh annual

Global Retail Development Index (GRDI), in 2008.

According to a studies, with a year-on-year growth of 30–35 per cent, the sector

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is likely to touch US$ 440 billion by 2010. By 2015, the retail sector is

projected to overtake the US$ 650 billion mark, and organised retail will cross

the US$ 130 billion mark. The study also estimated that the organised retail

segment would see an investment of US$ 25 billion–28 billion, which would

touch US$ 70 billion by 2010. The organised segment will account for 25 per

cent of the total sales by 2011.

Commercial real estate services company CB Richard Ellis' findings state that

India's retail market, is currently valued at US$ 511 billion, and is poised to

grow to US$ 833 billion by 2013. The report further stated that organised retail

that currently accounts for less than 5 per cent of the total retail market is

expected to register a compound annual growth rate (CAGR) of 40 per cent and

swell to US$ 107 billion by 2013.

India has one of the largest number of retail outlets in the world. Of the 12

million retail outlets present in the country, nearly five million sell food and

related products. Thought the market has been dominated by unorganized

players, the entry of domestic and international organised players is set to

change the scenario.

A report by Images Retail estimates the number of operational malls to grow

more than two-fold, to cross 412, with 205 million square feet by 2010, and a

further 715 malls to be added by 2015, with major retail developments even in

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tier-II and tier-III cities in India.

Even as the organised retail market is starting to take off, there is an associated

surge in branded discount outlets in India. Top realtors and local retail chains

are developing malls in regional boroughs, specifically to sell premium branded

goods.

"COMPANY INTRODUCTION"15 | P a g e

The Company:

Strong, Competitive, Innovative, Adaptive

Mission & Vision

• Future Group shall deliver everything, everywhere, everytime

• for every Indian Consumer the most profitable manner

• We share the vision and belief that our customers and stakeholders shall be

served only by creating and executing future scenarios in the consumption

space leading to economic development.

Now the company is going to change its punch line “Is se sasta aur accha

kahin nahi” to “Is se accha aur sasta kahin nahi”

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ABOUT VISHAL MEGA MART

• A chain of shopping malls in India currently with 31 outlet owned by Kishore

Biyani’s Pantaloon Group.

• vishal mega mart Varanasi is not just another hypermarket.

• Provides the best products at the best price.

• Reflect the look and feel of Indian bazaars at their modern outlets. All over

India, vishal mega mart Varanasi attracts a few thousand customers on any

regular day.

THE BOTTOM LINE

The vishal mega mart Varanasi is a useful place to find cheap household items, clothes, and

food all under one roof. However, the chaos and crowds often make shopping

there a challenge.

PROS

•LOW PRICES.

•Great sales and promotions.

•Wide range of products under the one roof.

•Many stores.

CONS

•Overcrowded.

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•Checkout can be extremely slow.

•Complaints of poor customer service and overcharging.

•Quality is variable.

DESCRIPTION

•Outlets in around 60 locations across India.

•Sells furniture, electronics, clothes, cookware, cosmetics, household items,

food, gifts, jewelry, and books.

•Also has special Food Bazaar outlets.

•Most stores open from 10 a.m. until 9.30-10 p.m. daily.

vishal mega mart Varanasi is credited with bringing organised mega retailing to India. The

project was conceived as a uniquely Indian hypermarket in a format that

combined the look, touch and feel of Indian bazaars with the comfort,

convenience and quality that modern retailing brings. Launched in August 2001,

vishal mega mart Varanasi has now become the iconic destination of modern

retailing for all

sections of Indian consumers.

There are vishal mega mart Varanasi stores in 45 cities including smaller towns like Sangli

Durgapur, Panipat, Palakkad, Ambala, Meerut, Kolhapur and Haldia. Attracting

over 100 million customers every year, it has democratised shopping in India

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and become synonymous with great promotions that offer quality products at

affordable prices.

Spread over anywhere between 30,000 square feet and 150,000 square feet of

retail space, a typical Vishal mega mart Varanasi store offers over 160,000 products across

categorieslike apparel, general merchandise, food, cosmetics, home needs,

electronics, furniture, communications, books, music, gold and pearl jewellery

and even value added services like consumer credit, beauty salons, gyms and

travel services. On a typical weekend evening, a vishal mega mart Varanasi

store plays host to

over 10,000 customers from moms along with their demanding kids to senior

citizens with their grand children in tow. Built on an inclusive platform that

welcomes consumers from all socio-economic strata, a visit to vishal mega mart

Varanasi is not

only about shopping but also about spending quality time with the family.

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Achievements

vishal mega mart Varanasi is helping India make up lost time. It is currently in

the midst of the

fastest ever expansion of a hypermarket format anywhere in the world. From 30

stores in June 2006, vishal mega mart Varanasi will be emblazoned on 120 new stores by June

2008. There could be several ways of measuring success of a retail chain.

However, if figures were to be taken as the most authentic claim of having

arrived, then vishal mega mart is already there. For more than 100 million people who

walk past its billing counters, each year, it is now the preferred shopping

destination. From Panipat to Pallakad, vishal mega mart tagline, Is se sasta aur

accha kahin nahi is a source of cheer and happiness.This has been recognised

by the numerous awards that VISHAL MEGA MART has won in the past twelve months.

The brand has been adjudged the Best Value Retail Store and Best Retail

Destination at the Images Retail Forum for four consecutive years, beginning

2004. CNBC Awaaz, in association with ACNielsen-ORG Marg, which

conducts a study across 21 major cities and some 10,000 consumers, on their

most preferred brands, has voted overwhelmingly for VISHAL MEGA MART. Both in 2006

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and2007, vishal mega mart won the Consumer Award for the most preferred large,

food and grocery store. It won the award for Value Retailing and Retail

Destination of the Year by Reid & Taylor in 2006 and in the same year also

won the Reader’s Digest Platinum Trusted Brand Award.

History:

The first vishal mega mart store, with an area of about 24,000 square feet, opened on

VIP Road, Kolkata in August 2001. This was followed by stores in Hyderabad,

Bangalore, Mumbai and Gurgaon.The initial categories on offer were

apparel,general merchandise and food. Later, several brands from categories

like electronics, furniture,music, communications and books were added to the

bouquet of products.

vishal mega mart implemented SAP in 2005 to run its stores in the most efficient

manner that technology could provide.With an increasing number of customers

26 SUPERBRANDS patronising its stores, it was time for VISHAL MEGA MART to reach

out to them.To pay tribute and to tell them how much they were appreciated,

VISHAL MEGA MART launched a co-branded credit card. In association with ICICI bank,

the vishal mega mart -ICICI Bank credit card made its first appearance in May, 2002.21 | P a g e

As an extension of its customer relationship initiatives it also launched Shakti, a

credit card for housewives, in February 2006. The card was unique, for it

required no proof of income. Today the vishal mega mart -ICICI Bank co-branded

card is one of the largest loyalty credit card programmes in the country. vishal mega mart is now an agglomeration of multiple, carefully chosen categories and

brands.

Within the store, vishal mega mart has created several sub categories: Depot is its

books and music section; Staples offers office stationery products while Star &

Sitara is a beauty salon. Future Money provides consumer credit for products

purchased within vishal mega mart.

vishal mega mart is not just another hypermarket. It caters to every need of your

family. Where vishal mega mart scores over other stores is its value for money

proposition for the Indian customers.

At vishal mega mart, you will definitely get the best products at the best prices - that’s

what we guarantee. With the ever increasing array of private labels, it has

opened the doors into the world of fashion and general merchandise including

home furnishings, utensils, crockery, cutlery, sports goods and much more at

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prices that will surprise you. And this is just the beginning. vishal mega mart

plans to

add much more to complete your shopping experience.

Product

With a better understanding of consumer behaviour across various cultures and

classes, vishal mega mart has put together a stunning range of over 160,000 SKUs.

Private labels of vishal mega mart are among the largest apparel and fashion brands in

the country. These include, DJ&C – men’s casual wear range and Knighthood –

men’s formal wear range; Pink & Blue are exclusive garments designed for

modern kids; Srishti, a label of ethnic wear for women; Haute N Spicy,

fashionable western wear for teenage girls; Dreamline, a label that caters to an

entire range of home linen, utensils and crockery and D’tachi, a luggage label

that offers outstanding value for money. vishal mega mart has also tied up with a host

of well-know brands which offer exclusive lines created especially for the

store.These include Levis, Lee Cooper,Wrangler and Disney.

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Recent Developments

vishal mega mart, a part of the Future Group, is currently driving a number of

initiatives. Future Money, a credit facility is in an experimental stage in several

outlets. Cleartrip for travel and tours and Talwalkar’s for gym and health club

services have also been launched in many stores recently. With a view to

bringing value to more people, VISHAL MEGA MART is taking its brand to Tier II and Tier

III towns as well.

vishal mega mart is also using the huge footfalls to its stores to test new concepts and

ideas.The customer response this generates helps in refining a launch before a

full fledged roll out.now the company is goin to change its technology and vill

adopt new one i.e.MPM-4 technology.

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Promotion

vishal mega mart has been credited with some of the biggest consumer campaigns in

the history of Indian retail. In celebration of Republic Day, vishal mega mart created a

three-day shopping bonanza called Sabse Saste Teen Din. This has now become

a national event that attracts millions of customers eager to benefit from the

once-in-ayear smart deals. In January 2008, the three-day event generated sales

worth over Rs. 240 crore (US$ 60 million) in 80 vishal mega mart stores. 15th

August, India’s Independence Day is billed as the Maha Savings Day. So

Successful has this become that to cater to the rush vishal mega mart stores

in many

cities stay open till midnight. Wednesday Bazaar is the Hafte ka Sabse Sasta

Din. It was initially created with the intent of decongesting weekends and

driving footfalls on weekdays. As it transpired, most vishal mega mart stores

now

attract as many customers on Wednesdays as they do on weekends. A property

that offers special benefits and privileges to senior citizens was built around

Senior Citizens Day. Price Challenge was created to reinforce vishal mega mart

value proposition of Is se sasta aur accha kahin nahi.The scheme simply offers

twice the price difference should the cost of an item at a vishal mega mart store be found to be more than the market price.

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Brand Values

Brand vishal mega mart stands for delivering value for money. Customer service and shopping comfort are at the core of VISHAL MEGA MART’s philosophy. Innovation and Initiative define its brand character. It strives to reach out to its customers by imbibing the local flavour and melting into local geography. vishal mega mart has recently launched a campaign titled Power of One. This initiative encourages customers to add One Rupee to their bill towards donation to a social cause. vishal mega mart makes an equal contribution and donates the entire proceeds to an NGO Called Save the Children India. This is a selfless body which has been working For the welfare of children from marginalised sections of society. vishal mega mart Has recently launched a corporate campaign which revolves around a family having a great time together. The brand anthem Khushiyon se Bhari Jholi connects with the customers at an emotional level positioning vishal mega mart as part of the happy moments.

Different elements of retail mix •Merchandise assortment

•Location

• Price

• Visual merchandising

•Store atmosphere

•Customer service

• Advertising Promotion Personal selling

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Distribution

•Distribution is one of the 4 aspects of marketing.

• Traditionally, distribution has been seen as dealing with how to get the product

or service to the customer.

•Distribution is done by distributor who is is the middleman between the

Manufacturer and retailer.

Logistics

• Logistics is the art and science of managing and controlling the flow of goods

energy, information and other resources like products, services and people

from the source of production to the marketplace.

• It’s Important to have professional logistical support.

• The operating responsibility of logistics is the geographical repositioning of

raw materials, work in process and finished inventories where required at

the lowest cost possible.

Supply Chain:

• Supply chain, is a coordinated system of organizations, people, activities,

information and resources involved in moving a product or service in

physical or virtual manner from supplier to customer.

• Supply chain activities transform raw materials and components into a

finished product that is delivered to the end customers

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Promotional Activities:

Promotion can be loosely classified as "above the line" and "below the line"

promotion. The promotional activities carried out through mass media like

television, radio, newspaper etc. is above the line promotion.

The terms 'below-the-line' promotion or communications refers to forms of

non-media communication, even non-media advertising. Below-the-line

promotions are becoming increasingly important within the communications

mix of many companies, not only those involved in FMCG products, but also

for industrial goods.

Some of the ways by which companies do BTL (below the line) promotions

are by exhibitions, sponsorship activities, public relations and sales

promotions like giving freebies with goods, trade discounts given to dealers

and customers, reduced price offers on products, giving coupons which can

be redeemed later etc.

Below the line sales promotion: Below the line sales promotions are short-term incentives, largely aimed at

consumers. With the increasing pressure on the marketing team to achieve

communication objectives more efficiently in a limited budget, there has been

a need to find out more effective and cost efficient ways to communicate

with the target markets. This has led to a shift from the regular media based

advertising.

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A definition of below-the-line sales promotion given by Hugh Davidson:'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration'.

Methods of below the line sales promotion

1. Price promotions

Price promotions are also commonly known as" price discounting". These

can be done in two ways:

(1) A discount to the normal selling price of a product, or (2) More of the product at the normal price.

Price promotions however can also have a negative effect by spoiling the

brand reputation or just a temporary sales boost (during the discounts)

followed by a lull when the discount would be called off.

2. Coupons

Coupons are another, very versatile, way of offering a discount. Consider the

following examples of the use of coupons:

- On a pack to encourage repeat purchase- In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer- A cut-out coupon as part of an advertisement- On the back of bill receipts

The key objective with a coupon promotion is to maximize the redemption

rate – this is the proportion of customers actually using the coupon.It must be

29 | P a g e

ensured when a company uses coupons that the retailers must hold sufficient

stock to avoid customer disappointmentUse of coupon promotions is often

best for new products or perhaps to encourage sales of existing products that

are slowing down.

2. Gift with purchase

The "gift with purchase" is a very common promotional technique. In this

scheme, the customer gets something extra along with the normal good

purchased. It works best for

- Subscription-based products (e.g. magazines)- Consumer luxuries (e.g. perfumes)

4. Competitions and prizes

This is an important tool to increase brand awareness amongst the target

consumer. It can be used to boost up sales for temporary period and ensure

usage amongst first time users.

5. Money refunds

Here, a customer receives a money refund after submitting a proof of

purchase to the manufacturer.Customers often view these schemes with some

suspicion – particularly if the method of obtaining a refund looks unusual or

onerous.

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6. Frequent user / loyalty incentives

Repeat purchases may be stimulated by frequent user incentives. Perhaps the

best examples of this are the many frequent flyer or user schemes used by

airlines, train companies, car hire companies etc.

7. Point-of-sale displays

Shopping habits are changing for the people living in metropolitan cities.

People prefer big retail outlets like vishal mega mart to local kirana stores. Most of

the decisions of buying are taken by the virtue of point-of-sale displays in

these retail outlets.

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Vishal Mega Mart

Vishal Mega Mart : The Brand Building Challenge

The strategic decisions to secure spaces before other retailers join in have

resulted in cost-saving. Also, it has created early presence in market.

Nurturing Relationships

Kishore Biyani follows strategy to develop trust and nurture relationships with

suppliers. This trust led to strategically correct decisions most of the time.

Whoever works with Future Group, either leaves in initial deals or continues

forever.

Use of Technology, Scenario-Planning & Story-Telling

vishal mega mart planning and design used advance technologies like scenario-

planning and story-telling. These techniques were mainly used for store-design

layout, store location selection. The strategy to use user-focused, prototype-

based development tool made the brand adapt to the fast-changing external

environment.

Design Management

Design-led thinking helped vishal mega mart to achieve ‘customer-first’ objective and

ultimately led to better financial performance. vishal mega mart strategy to focus on

design led to creation of Idiom, an independent design and consultancy firm, 32 | P a g e

based in Bangalore. They are one of the few organizations in India having

economists, ethnographers and sociologists working across various teams as a

part of Design Management team.

Back-end Operations, Supply Chain

Harvard Business School just did a case study on Pantaloons' Supply Chain and

it says that Pantaloons' is the most cost-effective supply chain in the world.

India may not have a modern supply chain but it definitely has a cost-effective

one. Retailers have made use of the existing supply chain.

Vishal Mega Mart - Chain of Shopping Malls in India

vishal mega mart is a chain of hypermarkets in India, with more than 100 stores in

operation. It is a subsidiary of Pantaloon Retail India Ltd's, Future Group, and

follows the business model of United States-based Wal-Mart.

VISHAL MEGA MART is a chain of shopping malls in India currently with 29 outlets,

owned by the Pantaloon Group. It works on same the economy model as Wal-

Mart and has had considerable success in many Indian cities and small towns.

The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon

Retail India Ltd.

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Vishal Mega Mart Wholesale Club

The vishal mega mart

Wholesale Club brings to you an opportunity to save in bulk

as you buys in bulk. In line with the vishal mega mart

tradition of providing best

deals at best prices, the vishal mega mart Wholesale Club provides you bulk deals

at wholesale prices.

An extension of vishal mega mart, the vishal mega mart Wholesale Club offers multi-

packs and bulk packs of a select range of merchandise at wholesale prices.

The merchandise categories range from Food & FMCG to Home Linen and

many more. You will not find any merchandise being sold loose/single unit

(except fresh) at a vishal mega mart Wholesale Club.

A typical vishal mega mart Wholesale Club is located adjacent to a vishal

mega mart in

the form of a separate section. The look and feel of a wholesale market is

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Vishal Mega Mart

Type

Subsidiary of Pantaloon Group

IndustryRetail

Products Department store

Parent Future Group

Websitehttp://www. vishal mega mart .com/

evident in the stores from the stacking styles and use of a lot of hand written

signage’s by chalks on black slates.Taking care of your savings, the vishal

mega mart Wholesale Club will ensure that the more you buy, the more you save.

If you enjoy shopping at wholesale markets for your entire family, or you

have a huge circle of friends who would like to get together for their monthly

shopping needs or if you are a retailer looking for wholesale offers then the

vishal mega mart Wholesale Club is the place to shop at.

Pantaloon Retail India

Pantaloon Retail (India) Limited

Type Private BSE: 523574

Founded India

Headquarters India

Key peopleKishore Biyani, MD & Group CEO

Industry Retail

ProductsDiscount StoresSuper centers

Website www.pantaloon.com

Pantaloon Retail (India) Limited, is India’s leading retailer that operates

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multiple retail formats in both the value and lifestyle segment of the Indian

consumer market. Headquartered in Mumbai, the company operates over

12,000,000 square feet (1,100,000 m2) of retail space, has over 1,000 stores

across 71 cities in India and employs over 30,000 people.

The company’s leading formats include Pantaloons, a chain of fashion outlets,

vishal mega mart, a uniquely Indian hypermarket chain, Food Bazaar,

a supermarket

chain, blends the look, touch and feel of Indian bazaars with aspects of modern

retail like choice, convenience and quality and Central, a chain of seamless

destination malls. Some of its other formats include, Depot, Shoe Factory,

Brand Factory, Blue Sky, aLL, Top 10 and Star and Sitara. The company also

operates an online portal, futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home

Town, a large-format home solutions store, Collection i, selling home furniture

products and E-Zone focussed on caterng to the consumer electronics

segment.Pantaloon Retail was recently awarded the International Retailer of the

Year 2007 by the US-based National Retail Federation (NRF) and the Emerging

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Market Retailer of the Year 2007 at the World Retail Congress held in

Barcelona.Pantaloon Retail is the flagship company of Future Group, a business

group catering to the entire Indian consumption space.

Future Group

Future Group is one of the country’s leading business groups present in retail,

asset management, consumer finance, insurance, retail media, retail spaces and

logistics.

Future Group is present in 61 cities and 65 rural locations. The group’s flagship

company, Pantaloon Retail (India) Limited operates over 12,000,000 square feet

(1,100,000 m2) of retail space, has over 1,000 stores and employs over 30,000

people. Some of its leading retail formats include Pantaloons, vishal mega mart,

Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online

retail format FutureBazaar.

Future Group companies includes, Future Capital Holdings, Future Generali

India, Indus League Clothing and Galaxy Entertainment which manages Sports

Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial

arm,focuses on asset management and consumer credit. It manages assets worth

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over $1 billion that are being invested in developing retail real estate and

consumer-related brands and hotels.

The group’s joint venture partners include Italian insurance major Assicurazioni

Generally, French retailer ETAM group, US-based stationary products retailer

Staples Inc., UK-based Lee Cooper and India-based Talwalkars, Blue Foods

and Liberty Shoes.

Future Group’s vision is to, “Deliver Everything, Everywhere, Everytime to

Every Indian Consumer in the most profitable manner.” The group considers

‘Indian-ness’ as a core value and its corporate credo is - Rewrite rules, Retain

values.

Lines Of Business:

The company is present across several lines of business which have various

formats (stores) lywood,The Dollar Store(JV)

•Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10,

•Fashion Station, vishal mega mart, Lee Cooper (JV),

•General Merchandise - vishal mega mart, Shoe Factory, Navras, Electronics Bazaar,

Furniture Bazaar, KB'S FAIR PRICE

•Electronics - eZone, Electronic Bazzaar, STAPLES(JV)

•Home Improvement - Home Town

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•Furniture - Collection i, Furniture Bazaar, Home Bazaar

•E-tailing (Online Shopping) - www.futurebazaar.com

•Books & Music - Depot

•Leisure & Entertainment - Bowling Co., F123

•Wellness - Star & Sitara, Tulsi

•Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom

•Consumer Durables - Koryo, Sensei ,IPAQ

•Service - E Care

•Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon)

Board Of Directors:

• Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited

and the Group Chief Executive Officer of Future Group.

• Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years

of experience in the textile business.

Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in

category management; retail stores operations, IT and exports. He has been

instrumental in the implementation of the various new retail formats.

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Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a

Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti

& Co., Chartered Accountants and past president of Indian merchant

Chambers. He is the Board of several Public Limited Companies, including

Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc.

He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central

Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and

Ceat Limited among others.

Dr. D O Koshy, Independent Director

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of

National Institute of Design (NID), Ahmedabad. He has over 24 years of

rich experience in the textiles and garment industry and was instrumental in

the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a

renowned consultant specializing in international marketing and apparel

retail management.

Ms. Bala Deshpande, Independent Director

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Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and

also serves on the boards of Deccan Aviation, Nagarjuna Construction,

Welspun India and Indus League Clothing Ltd, among others.

Mr. Anil Harish, Independent Director

Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and

an LLM from University of Miami. He also serves on the board of Mahindra

Gesco,Unitech, IndusInd Bank and Hinduja TMT, among others.

Company Timeline:

Major Milestones

1987

Company incorporated as Manz Wear Private Limited. Launch of Pantaloons

trouser, India’s first formal trouser brand.

1991

Launch of BARE, the Indian jeans brand.

1992

Initial public offer (IPO) was made in the month of May.

1994

The Pantaloon Shoppe – exclusive menswear store in franchisee format

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launched across the nation. The company starts the distribution of branded

garmentsthrough multi-brand retail outlets across the nation.

1995

John Miller – Formal shirt brand launched.

1997

Pantaloons – India’s family store launched in Kolkata.

2001

vishal mega mart, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain

launched.

2002

Food Bazaar, the supermarket chain is launched.

2004

Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ - India’s first

seamless mall is launched in Bangalore.

2005

Fashion Station - the popular fashion chain is launched

aLL – ‘a little larger’ - exclusive stores for plus-size individuals is launched

2006

Future Capital Holdings, the company’s financial arm launches real estate

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funds Kshitij and Horizon and private equity fund Indivision. Plans forays into

insurance and consumer credit.

Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory,

EZone, Depot and futurebazaar.com are launched across the nation.

Group enters into joint venture agreements with ETAM Group and Generali.

2007

Future Group crosses $1 billion turnover mark.

Specialised companies in retail media, logistics, IPR and brand development

and retail-led technology services become operational.

Pantaloon Retail wins the International Retailer of the Year at US-based

National Retail Federation convention in New York and Emerging Retailer of

the Year award at the World Retail Congress held in Barcelona.

Futurebazaar.com becomes India’s most popular shopping portal.

2008

Future Capital Holdings becomes the second group company to make a

successful Initial Public Offering in the Indian capital markets.VISHAL MEGA MART

crosses the 100-store mark, marking one of the fastest ever expansion of a

hypermarket format anywhere in the world.

Total operational retail space crosses 10 million square feet mark.

Future Group acquires rural retail chain, Aadhar present in 65 rural locations.

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Future Group not to list ‘ vishal mega mart’ yet :

Kishore Biyani promoted Future Group is looking to manage its hypermarket

format ‘vishal mega mart’ as a separate entity. "We are looking at various possibilities

to hive off vishal mega mart and the decision would be taken very soon,"

said Kishore

Biyani, CEO of Future group.

Talking about the group's revenue target, Mr. Biyani said that vishal mega mart

has

annualized revenue of about Rs 4,000 crore (USD 1 billion) which  will should

be between Rs 6,000 crore and Rs 7,000 crore in the next year.

Presently, around 80 vishal mega mart are operating countrywide and by

the end of

this year, company anticipates 100 percent growth by taking it to 160. At the

moment, there are 5 hometowns and 35 E-Zones, which are expected to touch

10 and 70 respectively by 2008 end.

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However Biyani said that the group was not looking at listing vishal mega mart

in the

immediate future. vishal mega mart is a hypermarket format of the Pantaloon Retail

(India) Ltd. Market experts feel that the move would help the group to raise

money for vishal mega mart, besides enabling it to continue expanding the network.

The Future Group is also looking at fresh acquisitions to grow its retail

business. The group is in advanced talks to pick up strategic stakes in

companies in the fashion and food retail space.

“We are negotiating to pick up stakes in several retail firms that are mainly in

the apparel and food segment. Some of these deals are in fairly advanced

stages of negotiation,” Kishore Biyani said.

Meanwhile, IPO of group's financial services arm Future Capital Holdings,

proposing to raise around Rs 490 crore, has already been fully subscribed

within the first four hours of opening.

R.C. Agawal to launch vishal mega mart Clubs:

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After Bharti-Wal-Mart and Metro Cash & Carry, it's now vishal mega mart, the

hypermarket chain of the Future Group, which is all set to foray into the

wholesale/cash and carry retail format, with the launch of its first vishal mega

mart Club.

"We will launch our first wholesale/cash and carry retail format outlet vishal

mega mart Club in Ahmedabad shortly," said Mr. Rajan Malhotra, Head, vishal

mega mart Category, Future Group. The 13,000-sq-ft wholesale outlets will be

attached to the vishal mega mart hypermarket outlets across the country,

he added.

Drawing comparisons with the cash and carry formats that Metro and Bharti

follow, Mr. Malhotra said, "Through our vishal mega mart Clubs, we will

look at

targeting not only institutions such as hotels and restaurants, and small retailers,

but also, large families that do bulk purchasing. This is one of the main reasons

why we chose to open the first outlet at Ahmedabad, as Gujarat still has large

joint families."

Mr. Malhotra also said that unlike the hypermarket outlets that offer customers

a choice of 30,000-40,000 stock keeping units (SKUs), the vishal mega mart

Club

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outlets would offer around 600-800 SKUs, for which brands have already been

short listed.

Talking about the vishal mega mart hypermarket outlets, Mr. Malhotra said,

"Currently, there are 39 vishal mega mart hypermarket outlets across the

country.

While we plan to open 11 more stores within the next two months, plans are

afoot to set up a total of 100 outlets by December 2007."

Reacting to Bharti-Wal-Mart's entry into the retail category, Mr. Malhotra said

that though definite plans had been etched out for the Group a year ago, the

telecom giant's entry into the retail forum had expedited the implementation

process.

vishal mega mart plans to add a total of 2.5-million sq ft retail space with an

investment of Rs 2,000-Rs 3,000 crore by June 2007. While the Future Group

expects to clock a turnover of around Rs 4,500 crore, vishal mega mart plans to

clock

around Rs 2,000 crore by the end of the current fiscal.

PANTALOON vishal mega mart and Food Bazaar opening plans

In India, Pantaloon's vishal mega mart is planning to set up 300 hypermarkets

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by 2010-11. In addition, the company is aiming to increase its annual turnover

to INR13,000 crore (USD3,036 million). vishal mega mart Chief Executive

Officer Rajan Malhotra said: "We started with our first store in October 2001

and have now crossed the hundred mark with three stores opened today in Pune,

Cuttack and Delhi. Our plan is to increase the number of our stores to 300 by

end of the 2010-11 fiscal year".

He added that the company is aiming at setting up another 35 stores by the end

of June 2009 taking the total store count up to 135. The company has also

announced plans to set up 450 Food Bazaar stores by 2011. According to a

company spokesperson, "At present, there are 140 Food Bazaar stores, which

we aim to expand to 450 stores by 2011." While all vishal mega mart stores will have

a Food Bazaar store, as a shop in shop (SIS) format, there will be expansion in

the standalone format as well, the spokesperson added. As of now, there are 40

standalone Food Bazaar stores. Furthermore, 100 more standalone stores are

expected as part of the expansion plan.

TITLE

“Study of customer perception about kids section at vishal mega mart and

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provide measures for retaining customers”.

INTRODUCTION

Customer perceptions are dynamic. First of all, with the developing relationship

between customer and company, his perceptions of the company and its

products or services will change.

The more experience the customer accumulates, the more his perceptions will

shift from fact-based judgements to a more general meaning the whole

relationship gains for him. Over time, he puts a stronger focus on the

consequence of the product or service consumption.

Moreover, if the customers’ circumstances change, their needs and preferences

often change too. In the external environment, the offerings of competitors, with

which a customer compares a product or service will change, thus altering his

perception of the best offer around. Another point is that the public opinion

towards certain issues can change. This effect can reach from fashion trends to

the public expectation of good corporate citizenship.Any serious effort to

manage customer perceptions starts with a good measurement system.

Companies must be truly willing to look at the whole process of interaction

through the customers eyes. For many companies, this requires a more or less 49 | P a g e

extensive shift in mindset, since most departments from development to sales

will be involved.  

Research has been done on the impact of market share on the perceived quality

of a product Depending on the nature of the product and the customers’

preferences, increasing market share can have positive or negative effects on

how the customer perceives the product.

Positive effects of increasing market share on customer perception:

Increasing market share can send out positive signals by acting as an indicator

of superior quality that is recognised by more and more other customers. This

effect is particularly strong for premium priced products. Customers normally

assume that a product must be of exceptional quality if it can gain such an

unexpected market success despite its high price.

  Many brands offer positive emotional benefits of using a product that is

popular in the markets.

The value of a product or service can rise through increasing number of users

of the same product, e.g. number of members of an online community, better

availability of software for popular computer systems.

Negative effects of increasing market share on customer perception:

For premium and luxury products, customers may translate an increasing

market share into a loss of exclusivity and thus perceive it as less valuable.

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 The quality of services may suffer if they are consumed by increasing

numbers of users. Diseconomies of scales and congestions can be observed with

busy airports and many other services so that customers may look out for other

providers that promise more timely service and convenience.

When the customer makes his buying decision, he evaluates the benefits he

perceives from a particular product and compares them with the costs. The

value a customer perceives when buying and using a product or service go

beyond usability. There is a set of emotional values as well, such as social

status, exclusivity, friendliness and responsiveness or the degree to which

personal expectations and preferences are met. Similarly, the costs perceived by

the customer, normally comprise more than the actual price. They also include

costs of usage, the lost opportunity to use another offering, potential switching

costs etc.

Hence, the customer establishes an equation between perceived benefits and

perceived costs of one product and compares this to similar equations of other

products.The important point here is the involvement of feelings, emotions and

perceptions. In today’s competitive marketplace, these perceptions are

becoming much more important for gaining sustainable competitive advantage. 

Customer perceptions are influenced by a variety of factors. Besides the actual

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outcome – i.e. did the product or service deliver the expected function and did it

fulfill the customers need – the whole process of consumption and all

interactions involved are of crucial importance. In today’s globalised

information driven economy this can also comprise issues like

  How other customers or influencing groups perceive the product or brand

The degree to which the customer feels the actual marketing campaign

addresses the most important issues

Responsiveness and service quality of any affiliates

Kids Section Of Vishal Mega Mart

Kids section of vishal mega mart is the most attractive section. It has five sub

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sections i.e. kids accessories, kids girl wear, kids boys wear, Infants wear

and toys andsports warehouse. we will discuss about all these sub

sections one by one.

1) Kids accessories

Kids accessories mainly have vests, briefs, caps,socks,,slips,belts etc. The main

brand in this section are Pink & Blue, Power ranger n Disney.

The sizes are available from two years to sixteen years.

Brands available are:

1)Hello Baby

2)Baby Master

3)Auto Flow

4)Disney

5)Pink & Blue

6)Cumfy Dry

7)Lola’s

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2) kids girls wear

This section includes girls jeans, cargos, t-shirts, tops, night-suits, frocks, skirts ,

caprees and shorts. The main brands of this section are Disney,C Tee,pink &

blue and Britney.

The sizes available are:-

22 for 2-3 yrs 24 for 3-4 yrs 26 for 5-6 yrs 28 for 7-8 yrs 30 for 9-10 yrs 32 for 11-12 yrs 34 for 13-14 yrs 36 for 15-16 yrs

The Brands available are:-

1)Pink & Blue

2)Ctee

3)Disney

4)Ekta

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3) kids boys wear

This section deals with boys jeans, cargos, shorts, shirts, t-shirts, caprees ,night-

suites and ethenic wears. Sizes are available from two years to sixteen years.

Main brands of this section are pink & blue,power ranger,such,C Tee and

oddish.

Sizes available are:-

22 for 2-3 yrs 24 for 3-4 yrs 26 for 5-6 yrs 28 for 7-8 yrs 30 for 9-10 yrs 32 for 11-12 yrs 34 for 13-14 yrs 36 for 15-16 yrs

Brands available are:-

1)Power Ranger

2)Pink & Blue

3)Ctee

4)Clue Square

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5)C.Wash

6)Odish

7)Such

8)Cucumber

All fashionable and trendy wears are available here.besides this it has a large

variety of cargos, t-shirts of different colours and designes,cotton shirts etc.

4) Infant wear

Infant section comprises of infant accessories and infants wear.infants

accessories includes diapers,receiving sheets,bibs,nappies,feeding

bottels,sipers,feeding bowls,baby carry bags,booties,shooes,socks etc.

Infant wear section have co-ordinates,nickers,frocks,wasts,pants ,skirts and

clothes for new born baby The main brands of this sections are pink &

blue,cucumber,Disney,tango,zero,mintu etc.

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The sizes available are:-

Small (S) for 0-6 months Medium (M) for 6-12 months Large for (L) 12-18 months Extra large (XL) for 18-24 months

These all subsections have different brands. Some of them are national level and

some are private level brands i.e. supplied by local venders. The main brands of

kids section which is common in all are-

1)Disney

2)Tango

3)Mintu

4)Zero

5)Naturella

6)Power range

7)Pink & blue

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8)Such

9)C Tee 10)Cucumber

DISNEY:

vishal mega mart will start selling a range of clothes, toys, party decorations

and comic books at all its 52 stores across India.Walt Disney Inc, the popular

American children’s entertainment company, has signed its first major

agreement to sell a custom-made range of merchandise at an Indian retailer.

vishal mega mart, the supermarket chain of Pantaloon Retail India Ltd, India’s

largest listed retail company, will start selling a range of clothes, toys, party

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decorations,comic books and other merchandise at all its 52 stores across India.

While vishal mega mart had been selling Disney merchandise for more than two

years, this agreement will involve special store-in-stores and creating products

for the two Disney products that it has a licence for: Power Rangers and Disney

Princes.

This could help drive sales of children’s merchandise to Rs300 crore for the

next fiscal year, from Rs120 crore for the year ended March 2007, said Rajan

Malhotra, head vishal mega mart. vishal mega mart’s sales from children’s

apparel sales were Rs90 crore last year, or 16% of all fashion sales, Malhotra

said.

While Disney sells around $30 billion in licensed merchandise globally, the

business is just taking off in India. This is Disney’s third merchandise tie-up in

six months in India. It also launched Disney jeans stores and Disney artist

stores,which sell licensed stationery, games, recently. In keeping with vishal

mega mart’s positioning as a value retailer, its Disney merchandise starts from

Rs60.

While the Power Rangers collection comes from a Disney television series

featuring crime fighting children, the Disney Princess line includes merchandise

with popular women characters from the Disney stable, including Pocohontas,

Sleeping Beauty, Cinderella and Snow White.

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About Disney Princesses:

Disney Princess brand brings the eight beloved princesses: Ariel, Belle,

Cinderella,Jasmine, Mulan, Pocahontas, Sleeping Beauty and Snow White from

Disney's classic animated films together in a variety of products, entertainment

and interactive experiences.

About Power Ranger:

Power Rangers is a hit TV show worldwide among the kids who are the

ultimate super-force charged with defending the earth. Now in its 15th

seasoninternationally, the show refreshes each season with new costumes, story-

lines, actors and characters. Power Ranger is the best selling action figure of all

time and has innumerable lines of merchandise across the world.

About Pink & bule:

Pink & blue brand is pantaloons own brand.It is the main brand of kids

section.It deals with accessories also. It provide different products for both

infants accessory and kids accessories.Here pinks stands for kids girls wear

where as blue stands for kids boys wear.

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5) Toys and Sports warehouse:

This section is again divided in to two parts i.e. toys and sport warehouse.

Toys:

Toys section include soft toys,infant toys,rattels,teether,puzzles,board

game,game C.D.remote cars,battery operated toys,blocks and baby pillows.

Toys are of two types i.e. battery operated and non battery operated.most or the

infant toys are non battery operated whereas toys for above 2 years age group

are battery operated.

The main brands are

Sun baby - walker, prame Funskool – board games ,puzzles, blocks Fisher price – teether, rattle Creative – puzzles, board games Hot wheels - cars Barbie - doll Surabhi

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Soft toys:

This is the most attractive part of the section. Customers visiting kids section

never forget to go through soft toys. Here customer can get a wide range of soft

toys starting from Rs.39 to Rs.4599.

The main brands are –

Play-n-petsShadilalsurabhi

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Sports warehouse:

In sports warehouse customer can get

nearly all playing tools. It includes

Wooden games, different type of

balls,cycle,gym apparatus,skates,cricket

accessories and badminton.

Wooden games: Basket net Hockey Base bat Cricket bat Table tennis bat Dott board Carrom board

Main brands are Jonex and B.D.M.

Balls:

Basket ball Football Leather ball Volley ball Tennis ball Rubber ball

Main brands are Jonex and Silvox.

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Badminton:

Tennis racket

Main brands are Max sports and Silvox.

Cycles-

Tri cycle Sports cycle

Main brands are hero and Kohinoor.

Gym-

Dumbbell Weight band Trade mill Power grip Skipping ropes Twister

Cricket accessories-

Stump Gloves Helmet Bell Knee caps Arm guard

Skates-

Only one brand is Yorkie.

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FAST MOVING SKU’S

A Stock Keeping Unit or SKU is a unique identifier for each distinct product

and service that can be purchased. Usage of the SKU system is rooted in data

management, enabling the merchant to systematically track their inventory,

such as in warehouses and retail outlets, and are often assigned and serialized at

the merchant level. Each SKU is attached to an item, variant, product line,

bundle,service, fee, or attachment.

Kids section of vishal mega mart have various stock keeping units.some fast moving

SKU’s are mention here-

INFANT WEAR LOLLA’S DIAPER

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Infants undershirt Cotton frocks

Girls cotton frocks Girls T -shirts

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Boys T shirts Boys co-ordinate

C.D. GAMES SMALL SOFT TOYS

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RESEARCH METHODOLOGY

Types of Research :- Descriptive Research.

Research Design :- Sampling Design.

Types of Data :- Primary Data.

Data Collection Method :- Questionnaire.

Sampling Techniques :- Convenient Sampling.

Sample Size :- 100 Respondents.

Sample Unit :- Each respondent was considered as

a single unit in the survey.

Data Analysis Tools :- Bar-chart, Pie-chart and Tabular

Presentation.

Universe of Study :- VISHAL MEGA MART and some other places

of VARANASI..

Results & Findings68 | P a g e

1) How often do you visit the kids section of VISHAL MEGA MART?

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How often do you visit the kids section of vishal mega mart?

53

47

00

10

20

30

40

50

60

Every time Rarely Never

Frequency

No. of

Cu

stom

ers

How often do you visit the kids section of vishal mega mart?

53, 53%47, 47%

0, 0%

Every timeRarely Never

2) Among the following how many brands you are aware of?

Among the following how many brands you are aware of?

43, 30%

8, 6%

22, 15%

66, 45%

6, 4%

Pink & Blue C Tee Power Ranger Disney None of these

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Among the following how many brands you are aware of?

43

8

22

66

6

0

10

20

30

40

50

60

70

Pink & Blue C Tee Power Ranger Disney None of these

Brands

No. of

Cu

stom

ers

3) Kids section of VISHAL MEGA MART provides best discounts and offers.

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Kids section of vishal mega mart provides best discounts and offers.

15

26

45

14

00

5

10

15

20

25

30

35

40

45

50

Strongly Agree Agree Neutral Disagree Strongly Disagree

Level of Satisfaction

No. of

Cu

stom

ers

4) Customer handling & customer care by sales person is friendly.

Customer handling & cutomer care by saler person is friendly.

28

48

16

8

00

10

20

30

40

50

60

Strongly Agree Agree Neutral Disagree Strongly Disagree

Level of Satisfaction

No.

of Cust

omer

s

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Kids section of vishal mega mart provides best discounts and offers.

15, 15%

26, 26%

45, 45%

14, 14%0, 0%

Strongly AgreeAgree NeutralDisagreeStrongly Disagree

Customer handling & cutomer care by saler person is friendly.

28, 28%

48, 48%

16, 16%

8, 8% 0, 0%

Strongly Agree Agree Neutral Disagree Strongly Disagree

5) Visual Merchandising of kids section is effective.

Visual Merchandising of kids section is effective.

26

52

18

40

0

10

20

30

40

50

60

Strongly Agree Agree Neutral Disagree Strongly Disagree

Level of Satisfaction

No.

of Cust

omer

s

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Visual Merchandising of kids section is effective.

26, 26%

52, 52%

18, 18%

4, 4% 0, 0%

Strongly Agree Agree Neutral Disagree Strongly Disagree

6) Proper signages are displayed in kids section.

Proper signages are displayed in kids section.

27

56

17

0 00

10

20

30

40

50

60

Strongly Agree Agree Neutral Disagree Strongly Disagree

Level of Satisfaction

No.

of Cust

omer

s

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Proper signages are displayed in kids section.

27, 27%

56, 56%

17, 17%

0, 0%

0, 0%

Strongly Agree Agree Neutral Disagree Strongly Disagree

7) I easily find the required size of kid’s apparels.

I easily find the required size of kid,s apparels.

21

43

14

22

00

5

10

15

20

25

30

35

40

45

50

Strongly Agree Agree Neutral Disagree Strongly Disagree

Level of Satisfaction

No.

of C

usto

mer

s

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I easily find the required size of kid,s apparels.

21, 21%

43, 43%

14, 14%

22, 22%

0, 0%

Strongly Agree Agree Neutral Disagree Strongly Disagree

8) I am satisfied with the variety & design of kid’s apparels.

I am satisfied with the variety & design of kid's apparels.

22

55

17

6

00

10

20

30

40

50

60

Strongly Agree Agree Neutral Disagree Strongly Disagree

Level of Satisfaction

No.

of Cust

omer

s

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I am satisfied with the variety & design of kid's apparels.

22, 22%

55, 55%

17, 17%

6, 6% 0, 0%

Strongly Agree Agree Neutral Disagree Strongly Disagree

9) I have planned for purchasing apparels for my kids at home.

I have planned for purchasing apparels for my kids at home.

15

56

1513

10

10

20

30

40

50

60

Strongly Agree Agree Neutral Disagree Strongly Disagree

Level of Satisfaction

No.

of Cust

omer

s

77 | P a g e

I have planned for purchasing apparels for my kids at home.

15, 15%

56, 56%

15, 15%

13, 13%1, 1%

Strongly Agree Agree Neutral Disagree Strongly Disagree

10) On the scale of 5 rate the quality of the products available in kids section of VISHAL MEGA MART?

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The quality of the products available in kids section of

vishal mega mart.

7

13

38

34

8

0

5

10

15

20

25

30

35

40

1 2 3 4 5

Marks

No. of

Cu

stom

ers

Analysis

According to data collected with the help of questionnaire nearly every

customer visit in the kids session of VISHAL MEGA MART, varanasi, whenever they

come for shopping at second floor of VISHAL MEGA MART, varanasi, This

statement

stands with the figures as well, as 53% of customers visit every time & 47% of

customers visit rarely to this session. This is also true because kids section is the

most attractive section of the store.

The 47% of customers rarely visit in kids section are those customers who

79 | P a g e

The quality of the products available in kids section of vishal mega mart.

7, 7%

13, 13%

38, 38%

34, 34%

8, 8%

1 2 3 4 5

comes at food bazaar and G.M.section at ground floor and first floor.kids

section is on 2nd floor so they avoid to go there.

In the terms of brand awareness among the brands available in kids session of

VISHAL MEGA MART, Disney has the maximum awareness in the mind of the customers

followed by Pink & Blue. Disney has 45% of brand awareness and Pink & Blue

30% awareness.

Together Disney and Pink & Blue has 75% of brand awareness i.e. more than ¾

of the total. As we know Pink & Blue is the private level brand owned by

pantaloon itself It is good for VISHAL MEGA MART that its private label brands are

building brand awareness in the mind of the customers. Besides this power

ranger has 15% of awareness, C Tee has 6% of awareness and 4% of customers

are unaware of any brand.

Now if we talk about the discounts and offers of kids session, then 45% of the

customers are neutral i.e. they say sometimes it provides satisfactory discount

and offers and sometimes not.15% of the customers are satisfied with the

discount and offers of kids session i.e. they say kids apparels are available at

affordable prices.26% are happy with the discount and offers but they want 80 | P a g e

more discount as well,and 14% of customers are dissatisfied with the offers and

discounts.

As far as the behaviour of sales person is concerned, 76% of the customers says

sales person have a good knowledge about the products and the customer care

& customer handling is effective. It also results in a fact that if we have to

increase the sales & profits of the store then one sales person should be present

in each department and that sales person should have complete knowledge

about the session and the inventory kept in that session.16% customers show

neutral behavior and 8% customers are not happy with the sales persons.

Visual Merchandising plays a very vital role in attracting the customers within

the session and then converting the customers.In case of Visual Merchandise of

kids section, 78% of the customers are satisfied with the Visual Merchandising

of kids session in which 52% are agree.18% customers are neutral and 4% are

dissatisfied.

As far as signages are concerned 83% of customers are satisfied with the

discount and offers written on signages i.e. they easily understand what scheme

has been written on signages. This is good for VISHAL MEGA MART because on Saturday

and Sunday when it is a time for rush and sales person is busy with other

81 | P a g e

customers then these signages play a very important role in communicating that

what discount and offers VISHAL MEGA MART is trying to communicate to the customers.

Whereas 17% customers are neutral.

Now about the size of the products.74% of the customers say that they can

easily find the required size of apparels for their kids. But there are also 26% of

the customers who face problems in finding the size of apparels, especially

when they try to find out apparels from the bin i.e. the inventory kept in the bin

is not properly arranged, they need to be segregated by the sales person.

As far as variety and design of kids apparels are concerned, 77% of the

customers are satisfied with the variety and design of kids apparels i.e.

customers says they get the colour of their choice and the design of kids

apparels is also attractive. Also customers says that VISHAL MEGA MART provides

fashionable apparels for their kids.17% customers are neutral and 6 5 of

customers are not able to find out varieties.

As far as the impulse buying is concerned only 29% of the customers show

impulse buying because of good Visual Merchandising, attractive discount and

offers, kids forced to buy etc. This 29% is very less where 71% says that they

plan at home before coming to VISHAL MEGA MART.82 | P a g e

Now talking about quality of the products.when customers were asked to rate

the store out of scale of five,7% customers gave one marks.these are the

customers who are highly dissatisfied with the store,whereas13% of customers

gave two marks,38% customers gave three marks and 34% gave four marks.

It means as far as the quality of products is concerned only 42% of the

customers are satisfied with the quality of the products.

Suggestion & Recommendation

In the Kids Section of VISHAL MEGA MART, customers do not find much variety of

apparels for the new born babies and for the kids of 14+ ages. So there

should be more variety of apparels for new born babies and for the kids of

14+ ages.

83 | P a g e

There are some regular customers who says that a special card or loyalty

card should be issued to regular customers, so that the sales person can

also recognize them and treat them accordingly. Some special discount

should also be given for these regular customers for showing repeat

purchases from VISHAL MEGA MART.

In order to increase sales & profit of the kids section, sales person should

be asked to arrange the stock according to colour blocking and related to

sizes.

For example: all the variety of T-Shirt should be hanged and there different sizes should be kept in the rack and they should be taken out

when customers ask for a particular size after liking the design and colour of that T-Shirt.

As kids section contain many small products so more than 25% of the

customers ask for trolleys and baskets. So some baskets should be kept in

the section for the convenience of our customers. Also if we provide our

customers trolleys and baskets just when they enter to the store then only they will get filled by the time a customer reaches to a cash counter.

One of the most important point of increasing the sales is to get one to

84 | P a g e

one with each customer i.e. each customer should be handled by one sales person. the more we reach to the customers the more will be the sale.

Another important aspect of increasing sales is to keep the section up. On

every Monday sections should be changed slightly. Also sales person

should have complete knowledge about the inventory kept in the section

andscheme running related to the section. If by some reason the sales

person is changed from one section to another, then give him 3-4 days

time to understand the section and ask him daily to update the section so

that he becomes use to of that section.

Discount & offers should be changed from time to time and if those

discount and offers are being announced from the CSD, then the CSD

person should be updated with the latest discount & offers.A list of offers

and discountsshould also provided to the cashiers.

All the bin which are kept in the kids section, they are loaded with the

kids accessories, but the major problem is that, the stock of that bin is not segregated according to size i.e. if a customer has ask for a vest of 6 year old child then most of the time even the sales person fails to find the size

on time & the customer do not wait for long. At last the sales person has

to reject that it is not there. Whereas kid’s accessories is a product on

85 | P a g e

which kids section gains the 100% margin i.e. kids accessories are sold

without any discount. So it is a huge loss for the store whenever customer

rejects to wait for the demanded size.

Most of the customers said that apart from VISHAL MEGA MART they make

purchases from Lilliput,Vishal Mega Mart,Gini & Jony,Koutons,Salasar

and the local market. So we also need to check what are the differences

between product & offering of these stores and us.

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Conclusion

At last we can easily conclude that the customer perceptions are not much better

with the products and services of kids section of VISHAL MEGA MART, VARANASI. Due to

which Sales are also getting affected from week to week and year to year. We

need to put some more efforts to grow our kids section of this store.

As the brand awareness of C Tee is also very less, so we need to put some extra

efforts, we should take a help of print & media advertisement to increase the

awareness of the same in the mind of the customers.

Also the kids section is not capable of impulse buying. Only those customers

who have planned before coming to VISHAL MEGA MART are shopping for their kids. We 87 | P a g e

need to arrange the section in such a way that customers are forced for the

impulse purchase.it can be done by keeping attracting products and by keeping

the section clean and well managed.

Also, today in the present scenario customers has a number of options available

to them & they never like to wait, so we need to provide quicker services & try

to trap more & more customers through our better products and services.

Also there are players in the market like Lilliput, Gini & Jony etc. whose target

market is only kids, so we need to check what different they offer to there

customers and why the customers are attracting to there stores.

SWOT ANALYSIS

SWOT Analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business

venture. It involves specifying the objective of the business venture or project

and identifying the internal and external factors that are favorable and

unfavorable to achieving that objective.

STRATEGIC USE: ORIENTING SWOTS TO AN OBJECTIVE

A SWOT analysis must first start with defining a desired end state or objective.

A SWOT analysis may be incorporated into the strategic planning model. An

example of a strategic planning technique that incorporates an objective-driven

88 | P a g e

SWOT analysis is Strategic Creative Analysis (SCAN)[1]. Strategic Planning,

including SWOT and SCAN analysis, has been the subject of much research.

Strengths: attributes of the person or company that are helpful to

achieving the objective.

Weaknesses: attributes of the person or company that are harmful

to achieving the objective.

Opportunities: external conditions that are helpful to achieving the

objective.

Threats: external conditions which could do damage to the

business's performance.

Identification of SWOTs is essential because subsequent steps in the process of

planning for achievement of the selected objective may be derived from the

SWOTs.

First, the decision makers have to determine whether the objective is attainable,

given the SWOTs. If the objective is NOT attainable a different objective must

be selected and the process repeated.

The SWOT analysis is often used in academia to highlight and identify

strengths, weaknesses, opportunities and threats. It is particularly helpful in 89 | P a g e

identifying areas for development.

SWOT ANALYSIS OF VISHAL MEGA MART

STRENGTH

High brand-equity in evolving retail markets

State of arts infrastructure of the VISHAL MEGA MART outlets

Point of purchase promotions to increase the purchase

Variety of stuff under single roof increasing customer time and available

choices

Weakness

Unable to meet store operating parameters till now

Falling revenue per square feet

OPPORTUNITY

Organized retail is just 4.15% of total pie of Indian retail market

Evolving customer preferences in recent year

THREAT

Competitors, global big players planning to foray into market

Unorganized retail market of India

Government policies are not well defined in emerging markets like India.

90 | P a g e

Bibliography & Apppendices

www.pantaloon.com

www.marketing @ knowledge.com

www.retailindia.com

www.google.com

Principles of Marketing management (Philip Kotler)

91 | P a g e

Marketing Research

Various discussions on Customer perception.

Questionnaire

1) How often do you visit the kids section of VISHAL MEGA MART?

92 | P a g e

Every time

Rarely

Neve

2) Among the following how many brands you are aware of?

Pink & Blue

C Tee

Power Ranger

Disney

None of these

Tick your level of satisfaction:

S.No. Strongly Agree

Agree Neutral Disagree Strongly Disagree

3. Kids section of VISHAL MEGA MART provides best discounts and offers.

4. Customer handling & customer care by sales person is friendly.

5. Visual Merchandising of kids section is effective.

6. Proper signages are displayed in kids section.

7. I easily find the required size of kid’s apparels.

8. I am satisfied with the variety & design of kid’s apparels.

9. I have planned for purchasing apparels for my kids at home.

10)On the scale of 5 rate the quality of the products available in kids section of VISHAL MEGA MART?

___ ___ ___ ___ ___

1 2 3 4 5

11)Besides VISHAL MEGA MART from where else do you purchase apparels for your kids?____________________________________________________________________________________________________________________________________

12)Any suggestions to improve our kids section?__________________________________________________________________________________________________

Demographic Profile

Name: ______________________

Address: _____________________________________________

Age: ______ years

Gender: Male Female

Monthly household Income: <10000 10000 - 20000

20000 – 30000 >30000

Occupation: Service Business

Housewife Others

E-mail:___________________________@________________

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