CONSUMER BEHAVIOUR TOWORDS VISHAL MEGA MART

SOURAV RAINA
11/13/2010

TERM PAPER
OF
CONSUMER BEHAVIOUR

TOPIC- CONSUMER BEHAVIOUR TOWARDS VISHAL MEGA MART

SUBMITTED TO: -

SUBMITTED BY:-

Mr. AMIT DUTT

Mr .SOURAV RAINA

LPU

ROLL NO: -

T1903A65
SECTION: - T1903

REG. NO: 10907505

ACKNOWLEDGEMENT
Words often fail to express ones inner feelings of gratitude and indebtedness to ones
benefactors, but then it is only the readily available medium through which the undersigned can
express his sincere thanks to all those who are associated with the work in one way or the other.
Nothing concrete can be achieved without an optimal combination of inspiration and
perspiration. No work can be accomplished without taking the guidance of the experts. It is only
the critiques from ingenious intellectuals that helped transform a product into a quality product.
Project work is never the work of an individual. It is more of a combination of use, suggestions
and contributions and work involving many individuals. This project also bears the impact of
many people. First and foremost I would like to gratefully acknowledge and express my sincere
gratitude towards Mr. AMIT DUTT, my subject teacher who always helped and provided
guidance during the course of my project. I would like to extend my earnest thanks for his
assistance in the course of making term papers. The learning during the project was immense &
invaluable.
I shall be failing in my duties if I do not express my gratitude to other faculty members and dear
friends for their useful help at various stages of this term paper.

Sourav Raina

CONTENTS
Executive Summary
Introduction
Growth of Retail Sector
Vishal Retail Ltd History
Review of Literature
Research Methodology
Analysis & Interpretation
Findings
Complaints
Recommendations
Questionnaire
References

EXECUTIVE SUMMARY
The project is about consumer behavior towards Vishal Mega Mart. Retail industry is booming
all around the globe at a very fast pace. Vishal Retail is a known and strong competitor in the
retail industry since 23 years. When we talk about Indian market, the demands of everything
which you can find in every retail store are increasing every year. Indians are famous for their
traditions and festivals and exchanging gifts with friends and relatives is a part of it.
This project report is the study of various parameters of behavior of consumer towards Vishal
Mega Mart and relates it to the theoretical aspects within the scope of our subjects. It also helps
us in understanding the functioning that took place with in an organization from different
perspectives. A questionnaire has been drafted, to try and 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 their competitors. It also helps us in understanding
the different technologies being used by VRPL.
In the end, I came up with some suggestions based on my analysis of customer tastes and
preferences and competition prevailing in retail sector.

INTRODUCTION
The Retail Sector is the largest sector in India after agriculture, accounting for over 10 per cent
of the countrys GDP and around 8 per cent of the employment. India has the most unorganized
retail market in the world. Most retailers of the unorganized retail market have their shop in the
front and house at the back. The Retail Industry in India is today amongst the fastest growing
industries with several players entering the market. Currently, the organized retail sector
accounts for only 2 per cent indicating a huge potential market opportunity. India is being seen
as most attractive market by retail investors from all over the world. Retail is clearly the sector
that is poised to show the highest growth in the next five years. The sector is set for a
revolution, as both the present players and new entrants are gearing up to explore the market.
The present size of the organized retailing sector is approximately 3% and is expected to grow
to 25-30% by the year 2010. There are about 300 new malls, 1500 supermarkets and 325
departmental stores currently under construction. Many players are coming up with huge
investments, due to which the present 12 million mom-and-pop shops and kirana stores fear
losing their business. Most predictions say that the sector might reach to US$ 400-600 billion by
the year 2010.

Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and many others are ready
to enter the retail markets. The rising demands of branded products and increase in purchasing
power have lured these companies to enter the market. Modern retail development in India is
focused on the cities like Mumbai, Pune, Ahmedabad, Delhi and the National Capital Region,
Chennai, Banglore, Hyderabad, Kolkata. The leading Indian retailers are Bata India Ltd, Big
Bazaar, Crossword, Vishal Mega Mart., Food Bazaar, Globus Stores Pvt. Ltd., Liberty shoes
Ltd., Music World Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Subhiksha,
Titan Industries etc.

MODERN RETAIL STRUCTURE:It includesMalls like Ansal Plaza (New Delhi), Nucleus (Pune), Centre Stage (Noida) etc
Discount Stores like Brand Factory, Loot, M&B Factory, Subhiksha, Big Apple, and Reliance
Fresh.
Department Stores like Shoppers Stop, Big Shop, and Pantaloons.
Hypermarkets/ Supermarkets like Big Bazaar, Vishal Mega Mart.
Convenience Stores like Spencers Daily, Tru Mart, Choupal, More.
Multi Brand Outlets like Globus.

CURRENT SCENARIO
A glimpse of the international retail47 global fortune companies & 25 of Asia's top 200 companies are retailers
Dominated by developed countries
US, EU & Japan constitute 80% of world retail sales.
Biggest player in India is Pantaloon Retail India Limited.

PERCENTAGE OF ORGANIZED RETAIL:USA - 85%

Taiwan - 81%
Malaysia - 55%
Thailand - 40%
Brazil - 36%
Indonesia - 30%
Poland - 20%

China - 20%
India - 3%
According to A.T. Kearney GLOBAL RETAIL DEVELOPMENT INDEX, India was placed at
1st position in the year 2005. However within 2 years of time i.e 2007, it is being placed at 2 nd
position jointly with China and after Vietnam.

GROWTH OF RETAIL SECTOR

The following are the reasons for growth of retail sector in India- Increase in disposable income
of consumers, Increase in consuming desire, Low share of organized retailing. Purchasing
power of Indian urban consumer is growing and branded merchandise in categories like
Apparels, Accessories, Food, and even Jewellery, are slowly becoming lifestyle products.
Retailers are taking benefit of this growth and accordingly are aiming to expand. Indian retail is
expanding at a fast pace. India's retail industry, which is currently valued at nearly $350 billion,
is expected to double in size by 2015. The Indian Retail Industry is gradually moving ahead
towards becoming the next boom industry.
Modern Large-Format retail, efficiently connects the producers and the consumers and is
helpful to both in the long run. In India there is a huge wastage of fresh fruits and vegetables. In
this scenario, the Large-Format Retail provides all important infrastructures to carry the farm
produce to the consumers with lesser wastage. In this way the farmers get better returns and the

consumer better quality and price.

KEY TRENDS:The existing players like Big Bazaar, Shoppers' Stop, Piramyd, and Vishal Mega Mart are
expanding to smaller towns and cities. Many other business houses are planning to enter the
retail sector either on their own or through partnerships. New entrants like Bharti pvt ltd and
Wal-Mart are going to enter the market soon. Even rural areas will provide a huge opportunity
to be explored.

VISHAL RETAIL PVT. LTD. HISTORY

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a
conglomerate encompassing around 183 showrooms in 110 cities / 24 states. Indias first hypermarket 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.
VRPL was incorporated on July 23, 2001 under the Companies Act, 1956 as Vishal Retail
Private Limited. VRPL was converted to a public limited company on February 20, 2006. At the
time of incorporation, the registered office of VRPL was situated at 4, R. N. Mukherjee Road,
Kolkata 700 001. Subsequently VRPLs registered office was shifted to 54/4C, Strand Road,
Kolkata 700 006 on August 1, 2001 and on February 14 2004, VRPLs registered office was
shifted to Mouza Kuch Pukur, P.S. Bhangore, 24 Paragnas (South), West Bengal. On December
29, 2005, VRPLs registered office was shifted to RZ-A-95 & 96, Road No. 4, Street No. 9,

Mahipalpur Extension, New Delhi 110 037, which is the present registered office of the
Company. The fresh certificate of incorporation consequent on change of name was granted to
our Company on February 20, 2006 by the Registrar of Companies, West Bengal.

With a business purchase agreement dated November 23, 2001 executed between VRPL and
Mr. Ram Chandra Agarwal (carrying on proprietorship business in the name of M/s The Vishal
Garments) and Mrs. Uma Agarwal (carrying on proprietorship business in the name of M/s
Vishal Garments), VRPL acquired the business of M/s The Vishal Garments and M/s Vishal
Garments, and the said businesses were transferred to VRPL as a going concern with effect
from December 15, 2001.

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

DETAILS OF DIRECTORS

Mr. Ram Chandra Agarwal, 43 years, is VRPLs Chairman and Managing Director. He holds
a bachelors degree in commerce from St. Xaviers College, Kolkata. Mr. Agarwal has more
than 20 years of experience in the retail industry and has been with VRPL since their inception
in 1997. He started the business under the name of Vishal Garment with a small store at 9, Lal
Bazaar Street, Kolkata. Mr. Agarwal has made efforts for the development of the value retailing
industry in India and is well known for his business acumen.

Mrs. Uma Agarwal, 33 years, is an executive Director of VRPL. She holds a bachelors degree
in arts. Mrs. Agarwal has more than 7 years of experience in the retail industry. She has been
associated with accounts department of VRPL.
Mr. Surendra Kumar Agarwal, 46 years, is an executive Director of VRPL. He holds a
bachelors degree in commerce. Mr. Agarwal has more than 17 years of experience in the retail
industry. He has been associated with store development and management at various locations
of VRPL.
Mr. Bharat Jain, 45 years, is an independent Director of VRPL. He holds bachelors degree in
commerce. Mr. Jain is engaged in the business of leather garments and accessories and has
more than 23 years of work experience. Mr. Jain joined VRPL Board on May 8, 2006.
Mr. Rakesh Aggarwal, 44 years, is an independent Director of VRPL. He holds a masters
degree in commerce. Mr. Aggarwal is currently engaged in roto-moulding industry has more
than 20 years of work experience. Mr. Aggarwal joined VRPL Board on October 31, 2006.
Mr. Ram Chandra Aggarwal is the husband of Mrs. Uma Agarwal and brother of Mr. Surendra
Kumar Agarwal. None of our other Directors are related to each other.

VRPL PROMOTERS AND GROUP COMPANIES

The following individuals are the Promoters of the Company:
a). Mr. Ram Chandra Agarwal;
b). Mrs. Uma Agarwal; and
c). Mr. Surendra Kumar Agarwal.
The following companies are the Promoters of the Company:

a). Unicon Marketing Private Limited;

b). Ricon Commodities Private Limited; and
c). Vishal Water World Private Limited.
The company has during the year 2008, established its five new companies by the name of VRL
Foods Ltd., VRL Movers Ltd., VRL Consumer Goods Ltd., VRL Fashions Ltd. & VRL
Infrastructure Ltd., none of the companies have commenced business operations during the
year.
VRPLs BUSINESS:VRPL started as a retailer of ready-made apparels in Kolkata in 2001. In 2003, VRPL acquired
the manufacturing facilities from Vishal Fashions Private Limited and M/s Vishal Apparels.
Subsequently, with evolution of retail industry in India and change in consumer aspirations,
VRPL diversified their portfolio of offerings to include other retail goods. Currently, VRPL sell
ready-made apparels and a wide range of household merchandise and other consumer goods
such as footwear, toys, watches, toiletries, grocery items, sports items, crockery, home
furnishing, beverages, drinks, gift and novelties.
VRPL follow the concept of value retail in India. In other words, VRPLs business approach is
to sell quality goods at reasonable prices by either manufacturing themselves or directly
procuring from manufacturers (primarily from small and medium size vendors and
manufacturers). VRPL endeavor to facilitate one-stop-shop convenience for their customers and
to cater to the needs of the entire family. VRPL believe this concept has helped them grow to
their current size within a short time frame of 8 years.
In order to reduce costs and take advantage of economies of scale VRPL have embarked on
backward integration of their products. VRPLs apparel manufacturing plant is located at
Gurgaon, Haryana. For ensuring efficiency in supply chain, VRPL have set up seven regional
distribution centers located around Kolkata (West Bengal), Thane (Maharashtra), Jaipur
(Rajasthan), Ghaziabad (Uttar Pradesh), Ludhiana (Punjab), Gurgaon (Haryana) and Delhi.

Further, VRPL have focused on developing a cost and time efficient distribution and logistics
network, which currently comprises seven distribution centers and a fleet of trucks for
transportation.
VRPL achieved total sales of Rs. 1005.31 cr for fiscal 2008, as opposed to a turnover of
Rs.602.65 cr for fiscal 2007 and Rs. 288.46 million for fiscal 2006. During the same period
VRPLs profit after tax was Rs. 40.64 cr, Rs.25.07 cr and Rs. 12.39 cr, respectively.

REVIEW OF LITERATURE

CONSUMER ATTITUDES TOWARDS FOREIGN RETAILERS PRODUCTS

Bircan Asuk
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

EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAIL

ENVIRONMENT: FUNCTION OF CONSUMERS VISUAL AESTHETIC
SENSITIVITY
Sarah Eubanks Wilhoit
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

Charles A. Lngene
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 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

AAbstract: 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

Hotniar Siringoringo
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, 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

Krishan Kumar
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
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

ENTERTAINMENT CENTERS.

IN

MALLS

WITH

LARGE

SCALE

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 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 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 feebased 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 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 mall stores, the department stores, and the food court.

RESEARCH METHODOLOGY

The present study was undertaken CONSUMER BEHAVIOUR TOWARD VISHAL

MEGA MART. This chapter gives as research design, data collection method, sampling
techniques, fieldwork carried out, limitations inherent in the project and finally coverage of
research work

Primary data:- primary data has been collected through the help of questionnaires by using the
technique of JUDGEMENTAL SAMPLING.
Secondary data: - secondary data has been collected with the help of various websites.
Sample size: - 60

ANALYSIS AND INTERPRETATION

WHAT IS YOUR OCCUPATION?

(a) Businessman (firm/ company)
(b) Govt. employee
(c) Self employed
(d) housewife
(e) Any other, if yes, please
specify_________________________________________

The above shown graph shows that housewives used to visit Vishal Mega mart,
followed by self employed people and others

INCOME LEVEL (monthly)

(a) 0000-5000
(b) 5000-20000
(c) 20000-40000
(d) 40000+

The above graph shows that the people with the income between Rs 5000-20000 used to visit
Vishal Mega Mart followed by the people with the income of Rs 0-5000 and Rs 2000040000.

How frequently do you visit VISHAL MEGA MART?

(a) Daily
(b) Weekly
(c) Monthly
(d) Sometimes

the above given graph shows that maximum people used to visit VISHAL MEGA
MART sometimes followed by monthly and weekly basis.

Pick one of the following retail stores, which you like to visit the most:VISHAL MEGA MART
BIG BAZAR
WALLMART
EASYDAY
RELIANCE SUPER

In the above graph it has been shown that that most of people like to visit other stores
as compare to Vishal Mega Mart.

What is your Main purpose of visiting VISHAL MEGA MART?

(1 for strongly agree, 2 for agree, 3 for neither agree nor disagree, 4 for disagree)
(a) Leisure time activity
(b) Purchase of household items
(c) Purchase of other products

1
1
1

FACTOR ANALYSIS OF THE FOLLOWING QUESTIONS:-

How do you rate VISHAL MEGA MART on the following parameters?

PARAMETERS
Quality of product

VERY GOOD

Services
Environment
Price of the product
Product range
Discount and promotional
schemes

Factor Analysis:-

Communalities
Initial

Extraction

quality of products

1.000

.366

Services

1.000

.681

environment

1.000

.660

price of the products

1.000

.615

product range

1.000

.476

1.000

.570

leisure time activity

1.000

.517

purchase of household items

1.000

.513

purchase of other items

1.000

.407

discount and promotional

schemes

Extraction Method: Principal Component Analysis.

GOOD

AVERAGE

POOR

Total Variance Explained

Initial Eigenvalues

Compo
nent

Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

2.022

22.463

22.463

2.022

22.463

22.463

1.521

16.901

39.364

1.521

16.901

39.364

1.262

14.024

53.388

1.262

14.024

53.388

.949

10.540

63.929

.858

9.538

73.467

.760

8.449

81.916

.642

7.134

89.050

.599

6.661

95.710

.386

4.290

100.000

Extraction Method: Principal Component Analysis.

Component Matrixa
Component
1

quality of products

-.426

.365

.226

Services

-.385

.730

.003

environment

-.302

-.437

.615

price of the products

.507

-.597

.051

product range

.289

.292

.555

.495

.219

-.527

leisure time activity

.624

.233

.270

purchase of household items

.516

.275

.414

purchase of other items

.600

.211

-.040

discount and promotional

schemes

Extraction Method: Principal Component Analysis.

a. 3 components extracted.

Rotated Component Matrixa

Component
1

quality of products

.558

.004

-.234

Services

.818

.033

.107

environment

-.142

.018

-.800

price of the products

-.772

.135

-.034

.121

.659

-.164

-.139

.080

.738

leisure time activity

-.137

.678

.196

purchase of household items

-.031

.714

.049

purchase of other items

-.166

.456

.413

product range
discount and promotional
schemes

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 4 iterations.

INTERPRETATION:Out of the total 9 variables, 3 factors have come out after the factor analysis 53.38% of
the respondents said that three factors are most important for them. The standard
Eigen value against which the factors are measured is .7. Thus, the three factors
satisfying this condition are
Services
Discount and promotional schemes
Purchase of household items
These three have loading value of .818, .738 and .714 respectively.
The remaining data that is around 47% is lost and is called sampling error.

Findings:(1) The study finds that service plays a very important role in the retail sector
(2) People specially housewives used to purchase household items in retail outlets like
Vishal Mega Mart.
(3) Discounts and promotional schemes plays a very important role in attracting the crowed
to the malls.
(4) Vishal Mega Mart losing its identity in the market because of poor range of products
and due to the arrival of the various superior competitors.

Complaints: 1. Low variety of product available and customization of products is not there.
2. Air conditioners are not properly working.
3. Prices are not mentioned at all places and at all products.
4. Prices are not competitive as they are assumed to be higher when consumers are visiting
other retail outlets.
5. Grocery items are not sufficient and they are not at all available at many stores.
6. Clothing items of women are priced unreasonably
7. Lack of space in the store while shopping and moving within a store.

Recommendation: -

1. Vishal mega Mart should concentrate more on services to the customers.

2. Vishal Mega Mart should provide more promotional and discount schemes on various
occasions
3. Vishal Mega Mart should have to increase the range of household items
4. Customization of clothing should be given an important consideration.
5. Proper packaging and provide contrast labeling in displays of product.
6. Should apply electronic supply chain management for better inventory management.
7. Proper power back up as air conditioners are not working to their full capacity at many
stores.
8. Proper placements of Gondola in the stores as space between them are very less.
9. Proper display in the gondola and top most rack of the gondola should be used for
storing of inventory rather than display of product.
10. Should provide more festival schemes and at proper time.
11. Should use psychological pricing-more discounts by increasing the price
12. Proper display of cutlery items
13. Clothes should be in sync with fashion.

QUESTIONNAIRE
Topic: - Consumer Behavior towards VISHAL MEGA MART

NAME:
___________________________________________________________________________
____
GENDER: male/female
AGE ________
ADDRESS:
___________________________________________________________________________
___________________________________________________________________________
____________________
(1)ARE YOU MARRIED? (Yes/no)
(If No then move to question no. 3)

(2) WHAT IS YOUR FAMILY SIZE (no. of members)?

(a) 0-4
(b) 4-6
(c) 6+

(3) WHAT IS YOUR OCCUPATION?

(f) Business (firm/ company)
(g) Govt. employee
(h) Self employed
(i) housewife

(j) Any other, if yes, please

specify_____________________________________________________

(4) INCOME LEVEL (monthly)

(e) 0000-5000
(f) 5000-20000
(g) 20000-40000
(h) 40000+

(5) Have you ever visited VISHAL MEGA MART?

(a) Yes
(b) No
(if NO, refer to question no. 10)

(6) How frequently do you visit VISHAL MEGA MART?

(e) Daily
(f) Weekly
(g) Monthly
(h) Sometimes

(7) What is your Main purpose of visiting VISHAL MEGA MART?

(1 for strongly agree, 2 for agree, 3 for neither agree nor disagree, 4 for disagree)
(d) Leisure time activity

1 2

(e) Purchase of household items

(f) Purchase of other products

1
1 2

(8) How do you rate VISHAL MEGA MART on the following parameters?
PARAMETERS
Quality of product

VERY GOOD

GOOD

AVERAGE

Services
Environment
Price of the product
Product range
Discount and promotional
schemes

(9) Pick one of the following retail stores, which you like to visit the most:VISHAL MEGA MART
BIG BAZAR
WALLMART
EASYDAY

POOR

RELIANCE SUPER

(10) What are the reasons due to which you never visited VISHAL MEGA MART?
(a) Poor quality
(b) Poor service
(c) Lack of knowledge
(d) High pricing of products
(e) Any
other_________________________________________________________________
_____________________________________________________________________
__________________

(11) What kind of improvement do you think is required in VISHAL MEGA MART?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
______________________________

References:vishalmegamart.net
proquest.com

http://www.delhibusinessreview.org/vn1/vxn1afull.pdf
http://www.springerlink.com/content/q6270518386213w1/
http://www.skylinecollege.com/blog/dissertation/study-of-rural-consumer-behavior-towardsrural-retail-stores
http://www.allbusiness.com/marketing/market-research/632049-1.html

http://www.emeraldinsight.com/journals.htm?articleid=1736707&show=html&