INTRODUCTION

Marketing is defined as “Marketing is an art of which individuals and groups obtain what they need and want through creating, offering and freely exchanging products on service of value with others Philip kotler(Marketing Management)

“Marketing is the process of planning and executing the conception, pricing, promotion & distribution of ideas, goods, services, organizations and events to create and maintain that will satisfy individual and organizational objectivities” Boone & Lurtz (1998)

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably The chartered institute of marketing (CIM) Marketing is the performance of the business activities that direct the flow of goods and services from the product to the consumer V.S.Rama swamy & S.Namakumari Many people think that marketing means “selling” or “advertising”. It is true that these are parts of marketing. But marketing is much more than selling and advertising Huffy & Murray The American Marketing Association (AMA) states “Marketing is the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large”.

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American Marketing Association (AMA)

REFERENCES;
 Philip kotler (marketing Management).

 Boon &Lurtz (1998).  The chartered Institute of Marketing (CIM).  V.S Ramaswamy&S.Namakumari.  Huffy Murray.  American Marketing Association.(AMA).

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STATEMENT OF THE PROBLEM

Marketing is one of the terms in academia that does not have one commonly agreed upon definition. Even after a better part of century the debate continues. In a nutshell it consists of the social and managerial processes by which products, services and value are exchanged in order to fulfill individuals advertising. Customer buying behavior, commonly abbreviated, is a business term which is used to capture the idea of measuring how satisfied an enterprise’s customers are with the organization’s efforts in a marketplace. It is seen as a key business performance indicator and is part of the four perspectives of a Balanced Scorecard. Every organization has customers of some kind. With reasonable review of literature a through work in studying the effective functioning of Customer buying behavior in “Vishal Mega Mart” is felt a necessary.

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Secondary data Primary data: The first hand collection of information is called primary. 1.QUESTIONNAIRE Data collection sources are two types.PERSONALS RESEARCH INSTRUMENT . The secondary data collection methods include the lectures of the superintendent of the department of market operations and also the data collected from the news. This methodology includes the methods. Secondary data: Any data that was gathered earlier for some other purpose is called secondary data. magazines of the organization records. Primary data 2. SOURCES OF INFORMATION: RESEARCH APPROACH CONTACT METHOD . Internal secondary data 2. External secondary data 4 .RESEARCH METHODOLOGY OF THE STUDY Methodology is the way in which we find out the information. This method is includes the data collected from the personal discussions with the customers. and different books. It deserves how the project is down. procedures and techniques uses to collect and analyze information. Secondary data can be divided into two parts 1.SURVEY METHOD .

The technique use under this was “Brand awareness” and convenience and judge mental sampling method. Survey was conducted to find the opinion regarding to “CUSTOMER BUYING BEHAVIOUR” among customers and to gather the facts and information related to “VISHAL RETAIL LTD”. Some of them are  Annual market research  Various market study  Magazines and  Papers STRUCTURE OF THE STUDY: Research plan:A research problem was framed for the following activities: • • • • • • • Research design Sampling design Sample size Questionnaire design Pilot survey Data collection Analysis and interpretation Research design: The research method adopted for this study is described in nature.The secondary data for the studying is called from both internal and external sources. 5 . Sampling Design: Sampling design adopted was non profitability sampling.

The interview was planned in such a way that the desired information on could be gathered with out unnecessary wastage of time to bore the respondent and research. These samples were customers who are using Brand of “VISHAL RETAIL LTD” and who are not. • • • Dichotomous questions : 03 Multiple choice questions : 10 Open end questions : 01 Pilot survey: A pilot was conducted some of the respondents in order to find the response whether they had only difficulty in answering the questions.Sampling size: The Sampling size was 100 respondents. The respondents felt that the Questionnaire was simple. Data collection: The data was collected from the respondents by personally meeting them and the requested inform action is obtaining in a proper day and systematic manner. Analysis and Interpretation: The collected data was first edited and coded and tabulated for the purpose of analysis. 6 . . clear and easy to understand for answering. The Questionnaire was designed in such a way that ever lemon can understand and answer them easily in a short period of time with out any difficulty. They were located in Hyderabad. Questionnaire design: Enough case has been taken in designing the Questionnaire based on the objective of the study.

Gifts. Life style and Footwear Departments in their Store. Home furnishings.SCOPE OF THE STUDY The scope of my study restricts itself to analyze the consumer purchasing behavior on the basis of Garments. Personal Grooming. Cards and Music Department where as in the recent trend its seen that the key players in this Industry are more emphasizing on the Garments. 7 .

Hence. the chances of unbiased information are less.LIMITATIONS In attempt to make this project authentic and reliable. despite of fact constraints were at play during the formulation of this project. Nevertheless. every possible aspect of the topic was kept in mind. • The main source of data for the study was primary data with the help of selfadministered questionnaires. The main limitations are as follow. 8 . • The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. • Concern person from the organized retail stores were hesitant to disclose the true facts as the data related to strategic secrets.

social and physical behaviour of potential customer” Dr. buy. or experiences to satisfy their need and desires. groups. Understanding consumer behavior is never simple. attaining. Philip kotler marketing management “Buying behaviour is all psychological. 9 .RL. The aim of marketing is to meet & justify target customer’s need & want.Gupta Marketing management. They may not be in touch with their deeper motivation. The field of consumer behavior studies how individuals. and dispose of goods. use. using or disposing of good and services for which he/she pays the money for its usage. services. and organizations select. ideas. and they may respond to influences and change their minds at the last minute. because customer may say one thing but do another. Consumer A Consumer is anyone who engages himself/her self in physical activities of assessing.REVIEW OF LITERATURE “Consumer behavior consists of Human behavior that goes in making purchase decisions”. “Traditionally the word customer was used to define people who the organization dealt with externally through the words customer is used as a single unit purchases could be made both by individual and groups of people involved in the “decision making process” Suja R Nair consumer behasviour in Indian perspective.

it blends the element from psychology. friend. Consumer Behavior Consumer behavior refers to the mental emotional process and the observable behavior of consumers during searching. and post consumption of product and service. The marketer’s task is to understand what happens in buyer consciousness between the arrival of outside stimuli and buyer’s purchase decisions. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone. socio psychology. How and Why Consumer Buy The starting point for understanding consumer buying behavior is the stimulus response model shown in the figure . and why they buy.If a person buys the product but is consumed by his/her family then in that case that family member will be actual ‘CONSUMER’ and the person who has paid the money will be termed as ‘CUSTOMER’. reference groups and society in general. when they buy. anthropology and economics. As this model indicates. It also tries to assess the influence on the customer from group such as family. as the model shows both marketing and environmental stimuli enter the buyer consciousness. a consumer’s buying behavior is influenced by cultural. purchasing. social. personal and psychological factor 10 . what they buy. In turn. the buyer characteristics and decision process lead to certain purchase decisions. Consumer behavior involves the study of how people buy.

Social Factor REFERENCE Formal or in formal group to which a person belong GROUP FAMILY PERSONAL Key group in terms of attitudes. family life style Personal Factor: 11 . briefs & learned behavior. occupation.Model of Consumer Buyer Behavior Characteristics Affecting Consumer Behavior Cultural Factor CULTURE: Set of basic values. income. Measured by occupation. Personal characteristic such as age. wants & behavior learn by a member Society from family and other institution SUBCULTURE Group of people with shared value system based on common life SOCIAL CLASS experience & expectation. perceptions. education & wealth.

recreation change with age. Car is a expensive & self expressive. CYCLE OCCUPATION Eg. Ad reception creates a ‘brand familiarity’ rather than ‘brand conviction’. After buying.in this category. marketer should there fore supply belief & evaluation that help consumer feel good about their brand choice. Roles in the Buying Process 12 .It applies to low involvement product such as salt. consumers keep buying same brand out of habit. furniture. Purchase of rugged cloth by a labourer.It applies to low involvement products such as cookies . SITUATION Types of Buying Behavior • ROUITINE OR PROGAMMED: HABITUAL PURCHASE.AGE & LIFE Tastes in food. consumer switch brand often because they want more variety. ECONOMIC More or less income affect the person’s buying behavior. cloth. because they are passive receiptent of information conveyed by advertising. the consumer might experience dissonance after noticing certain disquieting feature. not due to strong brand loyalty. The market leader will there fore try to encourage habitual buying behavior by keeping shelves stocked and running frequent reminder ad. • VARIETY-SEEKING BUYING BEHAVIOR . • DISSONANCE-REDUCING BUYER BEHAVIOR It applies to high involvement product such as car. Yet the buyer may consider most brand in given price range to be same.

INFLUENCER: a person whose views or advice carry weight in making the final buying decision. DECIDER: The person who ultimately makes the final buying decision or any part of it.2 Consumer Decision-Making Process Problem Recognition 13 . BUYER: The person who makes the actual purchase. Figure 2. USER: The person who consume the product or service.• • • • • INITIATER: The person who suggest for think of the idea of buying a particular or service.

these include: • • • • • Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated Activities Information Search After the consumer has recognized the need. This is the vital stage in buying decision process.Purchase decision making process begins when a buyer becomes aware of an unsatisfiedneed or problem. Product features and its benefit is what influence consumer to prefer that particular product. There are several situations that can cause problem recognition. this is called limited decision making. 14 . First he will recall how he used to solve such kind of a problem in the past. The consumer will decide which product to buy from a set of alternative products depending on each unique feature that the product offers and the benefit he / she can get out of that feature. Sources of information include: • • • • Personal sources Commercial Sources Public sources Personal experience Alternatives Evaluation Consumers’ evaluates criteria refer to various dimension. an individual would not seek to buy goods or service. he / she will trying to find the means to solve that need. features. this is called nominal decision making. because without recognizing the need or want. Secondly. a consumer will try to solve the problem by asking a friend or goes to the market to seek advice for which product will best serve his need. characteristics and benefits that a consumer desires to solve a certain problem.

If the consumer’s perceived performance level is below expectation and fail to meet satisfaction this will eventually cause dissatisfaction.Purchase Action This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet image and its location are important. After selecting where to buy and what to buy. This can result to consumer experiencing post purchase dissatisfaction. This might cause the consumer to initiate complaint behavior and spread negative word-of-mouth concerning that particular product. Consumer tends to evaluate their wisdom on the purchase of that particular product. Post-Purchase Actions Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the purchase is basically a function of the initial performance level expectation and perceived performance relative to those expectations. Consumer usually prefers a nearby retail outlet for minor shopping and they can willingly go to a far away store when they purchase items which are of higher values and which involve higher sensitive purchase decision. METHODOLOGY 15 . and so the brand and/ or the outlet will not be considered by the consumer in the future purchases. the consumer completes the final step of transaction by either cash or credit.

Data Collection Data collection means collections of information. Primary source is one itself collects the data.100 Sampling Instruments. or unreliable. by using questionnaire. publications of national and international organization. when the needed data do not exist or are dated.Walk-in customers in retail outlet. incomplete. Secondary data can be collected from published reports. 16 . journals. It refers for knowledge. by interviews.Primary data is the first hand information obtained by investigator. collection. newspaper. by face to face questioning.Research methodology is a systematic way to solve the research problems. analysis and reporting of data and finding relevant to a specific marketing situation facing the company. analysis and reporting of data and finding relevant to a specific marketing design. Primary data can be collected by observation. I collected the data about the products and took feedbacks and suggestions of costumers. Work Schedule In 1st & 2nd week I did my project at electronics and FMCG item. Secondary Data Collection – Secondary data is collected by others already and there searcher is using that information for his own research purpose. facts or figures for the problem. Primary data collection. websites. Sampling Plan Sampling unit . collection.Questionnaire. face to face interview On the Job Training On the job training (OJT) gives a practical exposure and helps acquiring knowledge about Vishal Mega Mart. a scientific and systematic search for information Marketing research is the systematic design. inaccurate. Sample size .

I used o start my job at 11:00a. 17 .m onwards. ladies wear & kids wear section.In 4th & 5th week I stayed at Male’s wear. Schedule for Project Work in Vishal Mega Mart. I used to report at 11:00am in the morning session . I got the basic product knowledge and interacted with the costumers and took their suggestions.m and used to finish my job at 7:00p.

Limitations of the Study 18 .Objectives of the study To know the image of retail stores among the available stores in the market. Media impact on consumers. To study these objectives I have prepared a questionnaire and collected information from 100 respondents who are middle and above middle income groups. Satisfaction level of the customers towards the retail stores. Factors influencing the purchasing decisions.

• The main source of data for the study was primary data with the help of selfadministered questionnaires.In attempt to make this project authentic and reliable. The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. Influences Of Consumers Buying Process 19 . every possible aspect of the topic was kept in mind. • • Concern person from the organised retail stores were hesitant to disclose the true facts as the data related to strategic secrets. the chances of unbiased information are less. Hence. The main limitations are as follow. Nevertheless. despite of fact constraints were at play during the formulation of this project.

friends. or dealers. Toshiba or Bush? Consumers allocate attribute factors to certain products. but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often go on some form of information search to help them through their purchase decision. Information search So we have a problem. So what DVD player do we purchase? Shall it be Sony. 2. This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. alternatively you may ask the sales people. or read specialist magazines like What DVD? to help with their purchase decision.What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. However. neighbors who may have the product you have in mind. our DVD player no longer works and we need to buy a new one. confectionery the process is different. These will be discussed below. What’s the solution? Yes go out and purchase a new one. Sources of information could be family. all those DVD films you purchased you can no longer play! So you have a problem or a new need. When purchasing a product there several processes. 20 . 1. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. Problem/Need Recognition How do you decide you want to buy a particular product or service? It could be that your DVD player stops working and you now have to look for a new one. You may even actually examine the product before you decide to purchase it.g. which consumers go through. 3. almost like a point scoring system which they work out in their mind over which brand to purchase. for impulse low frequency purchases e. Evaluation of different purchase options.

but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be that the a review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand. Post Purchase Behaviour Ever have doubts about the product after you purchased it? This simply is post purchase behaviour and research shows that it is a common trait amongst purchasers of products. what influences you before you buy a product or service? Your friends. Manufacturers of products clearly want recent consumers to feel proud of their purchase. the media. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one. Purchase of the product can either be through the store. your upbringing. which for some consumers can be as just as rewarding as actually purchasing the product. You feel reassured that you own the latest advertised product. The process of going to the shop to buy the product. a role model or influences from certain groups? 21 . i. your culture. Factors influencing the behaviour of buyers . Consumer behaviour is affected by many uncontrollable factors. Just think.e.For example sound maybe better on the Sony product and picture on the Toshiba . or over the phone. it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organisation. but picture clarity is more important to you then sound.g. the web. Purchase decision Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the purchase action e. This limits post purchase behaviour. 4.

or people they look up to may influence their choices of purchasing a particular product or service. Simply culture is defined as our attitudes and beliefs. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behavior. They learn about their religion and culture. Opinion leaders are those people that you look up to because your respect their views and judgements and these views may influence consumer decisions. The lifestyle of someone who earns £250000 would clearly be different from someone who earns £25000. What is their role within society? Are they Actors? Doctors? Office worker? and mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children. the type of job may mean you need to purchase formal clothes. sister and other family member who may teach them what is wrong or right. do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. But how are these attitudes and beliefs developed? As an individual growing up. So they can be simply a band like the Spice Girls or your immediate family members. Also characters have an influence on buying decision. The economical environment also has an impact on consumer behaviour. which helps them develop these opinions. the income which is earned has an impact. These factors will influence their purchase behaviour however other factors like groups of friends. Peoples social status will also impact their behaviour. attitudes and beliefs (AIO). So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. a child is influenced by their parents. 22 . brothers.Culture is one factor that influences behaviour.

learnmanagement2. Maslows concept suggests that needs change as we go along our path of striving for self-actualisation. Harrods develops products and services for those who want have met their esteem needs. marketing is about meeting needs and providing benefits. For further information on motivation theory please visit www. Social needs come in the next level of the hierarchy. He suggests individuals aim to meet basic psychological needs of hunger and thirst. He set out his answer in a form of a hierarchy. the need to belong or be loved is a natural human desire and people do strive for this belonging. safety needs. when do you know you have reached your point of self-fulfilment? But how does this concept help an organisation trying to market a product or service? Well as we have established earlier within this website. status sometimes drives people.Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made. Maslow’s Hierarchy of Needs Abraham Maslow hierarchy of needs theory sets out to explain what motivated individuals in life to achieve. The point of self-actualisation is down to the individual. the need to have a good job title and be recognised or the need to wear branded clothes as a symbol of status. Self-actualisation the realisation that an individual has reached their potential in life. Esteem need is the need for status and recognition within society. So Maslows concept is useful for marketers as it can help them understand and develop consumer needs and wants. Supermarket firms develop value brands to meet the psychological needs of hunger and thirst. When this has been met they then move up to the next stage of the hierarchy.com 23 . where the priority lay with job security and the knowing that an income will be available to them regularly.

There is little difference between existing brands an example would be buying a diamond ring. • Culture has an impact on the company. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made.Types of buying behaviour. Habitual buying behaviour is where the individual buys a product out of habit e. • Post purchase behaviour. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. sugar or salt. • Purchase decision. To summarise: • There are five stages of consumer purchase behaviour • Problem/Need Recognition • Information search. There are four typical types of buying behaviour based on the type of products that intends to be purchased.g. there is perceived little difference between existing diamond brand manufacturers. because the purchase is expensive or infrequent. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings! Dissonance reducing buying behaviour is when buyer are highly involved with the purchase of the product. a daily newspaper. • Marketers should take into account Maslows hierarchy of need 24 . • Evaluation of purchases.

The showrooms have over 70. The cost benefits that is derived from the large central purchase of goods and services is passed on to the consumer. under the dynamic leadership of Mr. Vishal is one of fastest growing retailing groups in India.000 products range which fulfills all your household needs. The group had a turnover of Rs 2884. The group’s philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support retail it’s endevores.12 million for fiscal 2005. and can be catered to under one roof. It is covering about 29.53 million for fiscal 2007. 1463. 90. India’s first hyper-market has also been opened for the Indian consumer by Vishal. 146 sq. Its outlets cater to almost all price ranges.43 million for fiscal 2006 and Rs. Calcutta) is today a conglomerate encompassing 180 showrooms in 100 cities / 24 states. The Vishal stores offer affordable family.Ram Chandra Agarwal . Situated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India.The group had a turnover of Rs. 6026.HISTORY OF VISHAL RETAIL LTD What started as a humble one store enterprise in 1986 in Kolkata (erstwhile. ft. Each store gives you international quality goods and prices hard to match. The group’s prime focus is on retailing. in 24 states across India. 25 .

CMD.000 sq. ft. These 50 stores are spread over about 1. including two stores which are operated by their franchisees. the group owes its origin to a small 50 sq ft shop in Kolkata's Lal Bazaar that started selling readymade garments. under the banner of Vishal Garments. As of April 30.000square feet and are located in 18 states across India. Today Vishal Retail Limited.000 to 30. Flagship Company of Vishal Group.COMPANY PROFILE “Future is thinking beyond horizon” & in order to keep its pace with the modern retail. Vishal Retail Limited is spreading its wings. . in 69 cities across India & has a plan to cross total retail area of 35 lakh sq. he envisioned a mega store that would sell garments at prices none other could match. ft. convenios as well as specialty stores and inspiring local retailers to grow along with the big names. In its efforts to strengthen thier supply chain. In tune with the pulse of the market. Instead of resting on its laurels the Group are busy identifying new avenues of growth by venturing in other formats like cash & carry. Ram Chandra Agarwal. He was involved in all the aspects of the business: right from sourcing the garments to interacting with customers. Vishal Retail Limited.000 sq. The first big store opened in Calcutta's Esplanade area in 1997. And this led to his greatest finding “The Vishal Group. ft. According to Mr.282. it has set up seven regional distributions centres and an apparel manufacturing plant. in tier II and tier III cities by the end of 2009. 2007. through an impressive chain of more than 100 fully integrated stores in spread of more than the area of around 22. engaged in Hyper Market stores with an average area of 25. it operates 50 retail stores.” 26 . 00. The group has tied up with HPCL to open corner stores at their petrol pumps and in addition to the above Vishal has come up with an institute to train manpower for the service industry.

Vishal Retail Limited believes that the shopping habits of Indians are changing due to their growing disposable income.After identifying the immense market in fashion garment for the masses. Vishal Retail will completely take over the supply chain of its franchisees and provide them with technology. Age is also a major factor that affects the spending decisions of an individual. relative increase in the younger population. Ram Chandra Agarwal. Keeping this in mind. a key advantage for big retailers. Consumer spending is an important factor that affects the economic growth and development in a country. higher aspirations. This partnership will help small retailers to survive the onslaught of organized retail as it will enhance their competitiveness. the group is now looking for franchisees to join hands with Vishal and grow under common banner. As per the plans. visual merchandising skill and special promotional schemes. new practices. He moved to Delhi in 2001 and opened his first store in Delhi’s Rajouri Garden by the name of Vishal Mega Mart (The jewel in Vishal Group’s crown) and then there was no looking back for Mr. Vishal Mega Mart stores retail the entire range of household products. At present. quality and trendy. besides its brand and costumer base. Mr. Vishal's prices are roughly 15 to 20 per cent less than other mass market garment labels. consumer is more educated. and the change in attitudes towards shopping. As a trend. He has access to all reforms taking place through various arrays of communication. The emphasis has changed from price consideration to design. He is becoming a “value shopper” everyday. Ram Chandra Agarwal. in addition to garments. Small stores can avail of the benefits on account of the economies of scale. FMCG and electronic goods. CMD. 27 .

it operates 50 retail stores.000square feet and are located in 18 states across India.VISHAL MEGAMART is a retail house in India. It believes this concept has helped them grow to thier current size within a short time frame of their years.282. It follows the concept of value retail in India. their business approach is to sell quality goods at reasonable prices by either manufacturing themself or directly procuring from manufacturers (primarily from small and medium size vendors and manufacturers). As of April 30. In its efforts to strengthen thier supply chain. Ram Chandra Agarwal has been ranked as the 28th most pitiful person in the Indian retail industry. In other words. This project report is the study of various activities and strategies of Vishal Mega Mart. it has set up seven regional distributions centres and an apparel manufacturing plant. including two stores which are operated by their franchisees. Mr. These 50 stores are spread over about 1. 28 . It facilitate one-stop-shop convenience for their customers and to cater to the needs of the entire family. It also helps us in understanding the different technologies being used by VRPL. 2007.

everywhere. Mr. Agarwal has made efforts for the development of the value retailing industry in India and is well known for his business acumen. Ram Chandra Agarwal.MISSION STATEMENT: We shall deliver Everything. 43 years. She has been associated with accounts department of VRPL. is an executive Director of VRPL. is VRPL’s Chairman and Managing Director. Kolkata. 46 years. 33 years. Mrs. Mrs. He has been associated with store development and management at various locations of VRPL. Agarwal has more than 7 years of experience in the retail industry. Mr. VISION STATEMANT: 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 DETAILS OF DIRECTORS:Mr. is an executive Director of VRPL. She holds a bachelor’s degree in arts. He started the business under the name of “Vishal Garment” with a small store at 9. Surendra Kumar Agarwal. Agarwal has more than 17 years of experience in the retail industry. Mr. Kolkata. Uma Agarwal. Xavier’s College. Mr. 29 . Lal Bazaar Street. He holds a bachelor’s degree in commerce from St. Agarwal has more than 20 years of experience in the retail industry and has been with VRPL since their inception in 1997. everytime for every Indian Consumer in the most profitable manner. He holds a bachelor’s degree in commerce.

The following companies are the Promoters of our Company: a). He holds a master’s degree in commerce. He holds bachelor’s degree in commerce. b).Mr. Mr. Ram Chandra Agarwal. Mr. Jain is engaged in the business of leather garments and accessories and has more than 23 years of work experience. Some of the Franchisee exclusive business categories are: o o o o o o o o o Mens Fashion Ladies and Kids Footwear Toys and Games Home – General Convenience (FMCG) CDIT Watches Mobile OUR PROMOTERS AND GROUP COMPANIES Our Promoters a). 2006. 45 years. Mrs. Uma Agarwal. Surendra Kumar Agarwal. and c). Rakesh Aggarwal. Jain joined VRPL Board on May 8. Mr. Mr. Bharat Jain. Mr. Mr. Mr. Unicon Marketing Private Limited. is an independent Director of VRPL. 30 . 2006. 44 years. Aggarwal joined VRPL Board on October 31. Aggarwal is currently engaged in roto-moulding industry has more than 20 years of work experience. is an independent Director of VRPL.

Uma Agarwal 12. Ram Chandra Agarwal 4. 2006--Started thier largest store of at Mathura Road.Milestone 2001-.53 2. Mr. In addition.17 3. Ricon Commodities Private Limited. New Delhi having an area of 80. Ricon Commodities Private Limited 300. Unicon Marketing Private Limited 315.000 47. Ram Chandra Agarwal (HUF) Name of Shareholders & Number of Shares % of shareholding 1.000 square feet nominated for the Images Retail Awards’ 2004 31 .89 9. Set up a manufacturing unit in Gurgaon. Vishal Water World Private Limited.42 Total 636.Incorporated as Vishal Retail Private Limited acquired the proprietorship firm Vishal Garments & the Vishal Garments opened first store outside Kolkata. Mr. a manufacturing unit.Opened first Store in Delhi 2005 --Acquired Vishal Apparels. the following HUFs are the Promoters of our Company: a).010 1.b). Mrs. 2002-.00 Year---.000 49.020 100.010 1. and c).

As a result numbers of shopping malls have started their operations in metro and urban areas. in recent year there are a number of companies have expressed their interest towards retail sector outlets. big bazaar. breaking the bulk Present in neighborhood or in the location which is quite convenient to the customers. Vishal Mega Mart. Reliance Fresh are the best known examples of retail sector outlets in India.e. Pantaloon.today a conglomerate encompassing 180 showrooms in 100 cities / 24 states. RECENT TRENDS IN RETAIL INDUSTRY In the background of high consumerism and income of the urban consumers. modern trade) makes up 3 percent or US$ 6.Increase in number of stores to 50 spread across in 18 States 2010-.4 billion 32 . 2009-. • • • Selling directly to customers with out having any intermediaries Selling in smaller units / quantities. • • • • • • Estimated to be US$ 200 billion. of which organized retailing (i.2007--Thier Company was converted into a public limited company 103 implementation of production and retail module of SAP Broadband connectivity with each and every location Increased thier presence to an aggregate of 17 States. Very high in numbers Recognized by their service levels Fitting any size and or location Retailing in India is witnessing a huge revamping exercise as can be seen in the graph India is rated the fifth most attractive emerging retail market: a potential goldmine.

GROWTH OF RETAIL INDUSTRY: Growth of Retail Companies in India exhibits the boom in the retail industry in India over the years. The rise in the working population which is young and reduction of the unemployment rate: • • • • • • pay. The increase in the purchasing power of the Indian middle classes and the influx of the foreign investments has been encouraging in the Growth of Retail Companies in India. more nuclear families in urban areas rise in the number of working women more disposable income and customer aspiration Western influenced life style is adopted by all the people. due to so many economic reforms.RETAIL SALES IN INDIA GROWTH FACTOR FOR INDIAN ORGANIZED RETAIL INDUSTRY India's economy is booming.packets which are hefty. and having a huge package of salary package. Reasons for the growth of retail industry are: o o o o o Existing Indian middle classes with an increased purchasing power Rise of upcoming business sectors like the IT and engineering firms Change in the taste and attitude of the Indians Effect of globalization Heavy influx of FDI in the retail sectors in India 33 . Growth in expenditure for luxury items increases.

20% India .40% Indonesia .81% Thailand .55% Brazil .85% Malaysia .20% 34 .Retailing Formats in India • • • • • • • Malls Specialty Store Discount Stores Department Stores Hyper Markets / Super Markets Convenience Stores MBO’s PERCENTAGE OF ORGANIZED RETAIL:USA .36% Poland .3% Taiwan .30% China .

Learning which advertising appeals are most effective and which ones get no response.MARKETING ANALYSIS SUMMARY Marketing help to define the business for the customer's interests. It is also used to confirm whether the customer reacted to a marketing program as expected. It wanted people to do bulk shopping for their monthly ration instead of going to the shop each week. The task was to change the mindset of consumer to bring about changes in their shopping patterns. thus improving return on investment. The benefits of market research include: • • Learning who your customers are and what they want. Learning how not to repeat your mistakes. 35 . • • • Vishal Mega Mart has been the pioneer of retail revolution. Learning the relative success of different marketing strategies. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. Learning how to reach your customers and how frequently you should try to communicate with them. not your own. Its first fight was against local ‘Kirana’ stores.

There are many in house brands promoted by Vishal Mega Mart. 49. watches. child care . etc. In pursuance of their business plan to diversify their portfolio of offerings.MARKETING STRATEGY OF VISHAL MEGA MART Product Vishal Mega Mart offers a wide range of products which starts from apparels to food items. Fleurier Women and Roseau. footwear to home furnishing. Kitaan Studio. Christmas.). VRPL’s propose to increase their procurement of finished and semi-finished goods from China and thereby realize economies of scale and pass on the benefits so accrued to their customers. The combo-packs add value to customer. Selling combo-packs and offering discount to customers. Chlorine. they also reduced the price of the products. The efforts of VRPL’s retail business are targeted towards families having total income which can be classified under the “lower middle” and “middle” income groups. VRPL believe retailing of FMCG products will bring customers to their stores on a frequent basis and this may in-turn lead to consumption of their apparels. VRPL intend to procure FMCG and apparels from low-cost production centers located outside India.products to toys. The concept of psychological discounting (Rs. Paranoia. Famenne. Through Bundling. 36 . drinks etc. Towards this objective. FMCG products are usually meant to fulfill the daily needs of consumers and therefore. encourages customer confidence and results in operational convenience. Rs. This enhances brand loyalty. VRPL follow uniform pricing policy across their stores in respect of private labels and non-branded products sold by them.) is used as promotional tool. Vishal Mega Mart also caters on Special Event Pricing (Close to Diwali. New Year etc. VRPL have a number of private labels for apparels such as Zepplin. crockery to sport items. Price Vishal Mega Mart promises its consumers the lowest available price. FMCG products play a key role. 99. In addition to VRPL’s strategy to continue procurement of goods from small and medium size vendors and manufacturers which leads to cost efficiencies.

a cobranded credit card. as also entering into new areas in the country.e. the category manager formulates promotional plans for ‘slow movers’. and sometime road-side bill-boards. presentation and display of merchandise. newspapers. They launch promotional schemes weekly. in order to appeal to the customer. In addition. Vishal Mega Mart advertisements are mainly seen in print media i. Apart from general sales promotion. parking. to promote sales. 37 . VRPL’s category management system is used to plan promotional schemes.In relation to the other products. security and other basic amenities. VRPL’s propose to continuously undertake such initiatives to increase the satisfaction of their customers. Place Vishal Mega Mart stores are located in 110 cities with more than 180 outlets. In particular. they intend to focus on expansion in Tier II and Tier III cities. Some of the features of the co-branded card include Rs 250 discount voucher on signing up for the card and a process by which the cardholder earns five reward points on every Rs 100 spent. VRPL target locations with good infrastructural facilities such as easy accessibility. A cardholder accumulates points on the basis of purchases made and the points accumulated can be redeemed for gifts or purchases. In addition. VRPL have introduced. They are aggressive on their expansion plans. Television with Tina Parekh as there in advertisement. the prices may vary between stores on account of state-specific taxation and vendor policies. in association with SBI Cards & Payment Services Private Limited. they focus on layout of the stores and positioning. Promotion Advertising has played a crucial role in building of the brand. VRPL intend to increase their penetration in the country by setting up new stores in cities where they already have presence. provision for water. Vishal Mega Mart has presence in almost all the major Indian cities. electricity.

such as. radio and television or any other new medium launched during the tenancy of the agreement.In September 2005.605 Equity Shares of Rs. Central to thier value retail strategy is to pass on the benefits of cost reduction measures to thier customers. efficient logistics and distribution systems along with customized product mix at thier stores depending on the regional customer behavithier and preferences. In addition. 38 . in-house production of apparels. Coleman & Company Limited (“BCCL”).e. which constitute majority of the population in India. internet. Their Competitive Strengths It believes that the following are thier principal competitive strengths which have contributed to thier current position in the retail sector in India: Understanding of the ‘value retail’ segment Thier business plan involves implementation of the concept of the ‘value retailing’.000 SKUs. 300 million. food products and consumer durables with over 74. FMCG(frequently marketed consumer goods) products.Thier emphasis has been to maximise the value that the customers derive in spending on goods bought in thier stores. It sells a vast range of merchandise across apparels and accessories. 10 each and 384. As a part consideration. BCCL would also act as a facilitator for other print and non-print media of the Times Group i. It intend to provide quality products at competitive prices. 146 each amounting to an aggregate of Rs. VRPL had issued 1. targeting the middle and loiter middle income groups. they are entitled to fixed discounts for their advertisement in print publications of BCCL for a period of five years from the date of the agreement. Under the agreement. It endeavthier to continuously reduce thier costs through a variety of measures.670. VRPL entered into a long term advertising agreement with Bennett.190 Preference Shares of Rs. procurement of goods directly from the small and medium size vendors and manufacturers.

and instead undertake periodical replenishment of depleted stock. quality control. standardization. VRPL have their own fleet of 31 trucks. VRPL believe that their distribution and logistics set up is well networked and allows them to fulfill the store requisition within short time period of generation and receipt of order.Supply chain management Their supply chain management involves planning. Increasing thier penetration in the country by leveraging thier supply chain. which has helped VRPL to optimize in-store availability of merchandise and minimize transportation costs. Their supply chain management provides us flexibility to adapt to changing patterns in consumer behavithier and their ability to add value at various steps/levels. ‘pilferage’ control replacement and replenishment. it intends to focus on expansion in Tier II and Tier III cities. 39 . they are able to benefit from optimum utilization of the space allocated for display in their stores. distribution and logistics network It intends to increase thier penetration in the country by setting up new stores in cities where it already have Presence. merchandizing sthiercing. Due to adoption of an efficient racking system. logistics. as also entering into new areas in the country. design and development of apparels. which helps VRPL to transport and deliver their products in a cost and time efficient manner. which is an industry practice. This provides them assistance in maintaining a low working capital requirement and less carrying cost. vendor management. production. In particular. Besides. Strong and efficient logistics and distribution network VRPL’s distribution and logistics network comprises seven distribution centers. Their strong distribution and logistics network has enabled them to dispense with the requirement of a dedicated storage space at every store. In particular. thier supply chain management gains strength from their ability to undertake in-house manufacture.

It believe retailing of FMCG products would help us to eliminate the impact of seasonality of the apparels market in India. which depends on factors such as change in tether conditions and festival celebrations. It believe retailing of FMCG products will bring customers to thier stores on a frequent basis and this may in-turn lead to consumption of thier apparels. FMCG products are usually meant to fulfill the daily needs of consumers and therefore. Moreover. In furtherance of thier endeavthiers to reduce costs. It has entered into and will continue to explore the possibilities of entering into certain arrangements with domestic FMCG majors on such terms and conditions. and can help us grow without the need to significantly increase costs. their continuous effort to improve systems and processes leads us to believe that it can deal with higher scale of operations without any hindrance.It believe that thier existing infrastructure have been designed for a higher scale of operations than thier current size. FMCG products play a key role. For this purpose. Expansion of FMCG Historically. Higher business volumes will also improve thier negotiating pouters and help us get further economies of scale in thier buying. thier customer management team assimilates customer feedback and it endeavthier to take necessary steps to address the requirements of 40 . Increasing customer satisfaction and thier base of loyal customers It believes that understanding the needs of thier customers is of prime importance for the continuous growth of thier business. In order to continuously provide customer satisfaction. In pursuance of their business plan to diversify thier portfolio of offerings. it has derived significant portion of thier revenue from sale of apparels. which are suitable to their business model. It intend to procure FMCG products directly from the manufacturers.

thier customers. In addition, It has introduced, in association with SBI Cards & Payment Services Private Limited, a co-branded credit card. It proposes to continuously undertake such initiatives to increase the satisfaction of thier customers.

IMPACT OF VARIOUS ENVIRONMENT ON “VISHAL MEGAMART” Social Impact There are variables/factors that effects customer impulse buying behaviour in FMCG sector considering retail market in India. The impact of various impulse buying factors like sales and promotions, placement of products, window merchandising, effective price strategy etc on customer impulse buying behavior has been analyzed. A hypothetical model has created in this paper which has been taken into consideration for our research work on impulse buying behavior of the consumers.

ECONOMIC IMPACT
Asian Markets Securities report on Vishal Retail IPO VRL’s focus is on tier II and tier III cities, which account for 87% of its total retail space. Of the 50 stores, Vishal Retail has 43 stores located in Tier II and Tier III cities. An average store is 20,000-30,000 sq.ft. in size generating sales of Rs 7500 per squre feet. VRL’s business model is based on value retailing, where by it offers quality products at reasonable prices to customers primarily in the lower and middle income group. house In Apparel Manufacturing & Private Labels VRL has a garment facility in Gurgaon having a capacity of 5,000 pieces per day. The in house apparel manufacturing facility offers private labels under the

41

banner of Vishal Mega Mart. In FY2007, income from private labels was Rs 58.4 crore, which accounted for 9.7% of total sales. Strong Infrastructure VRL’s distribution and logistics network comprises seven distribution centers with a total area of 471,426 sq. ft. The company also has its own fleet of 41 trucks, which helps in transport and delivery of products in a cost and time efficient manner. The company is in the process of implementing SAP to connect all its stores and distribution centres through a virtual network connection which will help it to efficiently manage the network of outlets throughout the country.

POLITICAL IMPACT
This environment is very important from the view of these particular topics, because every way would pass through the political coridor.The Government of India has succeeded in its reform process; the economy is poised to grow at an annual rate of 5% during 2005-2010. The reforms include policies to woo foreign investors, make import duties in compliance with WTO commitments and customize the EXIM policy to boost imports.

TECHNOLOGICAL IMPACT
India’s organized retail industry, constituting 3 per cent of the total retail, is indeed on a growth path. It has necessitated the development of sophisticated IT solutions to enable more profitability, efficiency and an enriching customer experience. Retailing is the second largest income generator in India after agriculture and

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MANAGEMENT OF TECHNOLOGY,INNOVATION & CHANGE
Technology is important to cut costs, improve efficiency, providing value to customers and increasing the customer experience. IT solutions help in synchronizing activities across various verticals such as procurement of inventory. Securities from both external and internal threats are also important when the scale of the operations increases. Most of their critical functions such as Supply Chain, Operations, Finance & Accounts, and Customer Loyalty Program & Human Resources are linked through a computer network. This has enabled them to reduce their time to market and respond to the changing customer requirements. This has also helped them reduce their costs of operations through both, reduction in wastages and missed opportunities as well as a consequent reduction of the overall costs of operations.

ORGANIZATION STRUCTURE
The Company places a huge emphasis on fostering a culture of innovation and enterprise that allows people within the Company to realise human beings' infinite potential. The Company continues to increasingly focus on internal growth and development of its associates, cutting across levels and functions, through focused developmental efforts and growth opportunities. For the year under review, the Company has provided 66 hours of training per associate. Apart from regular training in skills enhancement and customer engagement, the Company also emphasizes on building a sense of pride, belonging and self-confidence among its employees working at the stores. Continue to train employees and seek entrepreneurship from employees It believes a key to thier success will be thier ability to continue to maintain and grow a pool of strong and experienced professionals. It has-been successful in building a team of talented professionals and intend to continue placing special emphasis on managing attrition and attracting and retaining thier employees. It intend to continue to encthierage thier employees to be enterprising and expect them to ‘learn on the job’ and contribute constructively to thier business, 43

wordpress.htm http://en.vishalmegamart.wikipedia.net/ http://www.org/wiki/Retailing_in_India http://www.business-standard.com/india/news/weakness-continues-sterlitemm-plunge-8/15/51/50474/on http://indiaretailbiz. personal networks or effective knowledge management.net/aboutus. It also intend to continuously re-engineer thier management and organizational structure to allow us to respond effectively to changes in the business environment and enhance thier overall profitability REFERENCES • • • http://www.wikipedia.either through ideas.com/2006/11/03/11-vishalmegamart customerspetty-traders-have-no-reason-to-worry-say-vishal-officials/ • • • 44 .org/wiki/Special:Search? search=vishal+mega+mart&go=Go http://en.vishalmegamart.

amberpet. Interpretation: From the above analysis it is observed that most of the respondents are preferred to go VISHAL MEGA MART.94 10. 45 . 14% of the respondents are preferred to visit Big Bazaar. Market implication: Vishal Mega Mart is having the good image towards the retail industry from all of other retail industries in the areas like ramantapur. 9% of the respondents are preferred to visit Spenceres.NO 1 2 3 4 5 6 RETAIL STORES Vishal Mega Mart Big Bazar Spenceres Heritage Fresh Subhiksha Total Analysis: From the above table we could analyze that 100% of the respondents are preferred to visit Vishal Mega Mart.3 3 100 S.76 7 2. uppal and other areas.Table 1: (1) Which retail store do you visit /prefer for groceries? NO OF RESPONDENTS 100 14 9 3 4 130 PERCENTAGE (%) 76. 3% of the respondents are preferred to visit Heritage Fresh. 4% of the respondents are preferred to visit Subhiksha.

Figure: 1 Table No: 2 46 .

5% of the respondents are well known with News papers. 5% of the respondents are well known with TV Commercials. 47 . Interpretation: From the above analysis it is observed that most of the respondents are well known about VISHAL MEGA MART through the Friends & Relatives.NO 1 2 3 4 RETAIL STORES Friends & Ralatives News papers TV Commercials Total NO OF RESPONDENTS 90 5 5 100 PERCENTAGE (%) 90 5 5 100 Analysis: From the above table we could analyze that 90% of the respondents are well known with Friends & Relatives.(2) How do you know about Vishal’s Mega mart? S. Market implication: Friends and relatives are the important prospects of the Vishal Mega Mart.

Figure: 2 Table: 3 (3) How frequently do you visit retail store? 48 .

Interpretation: From the above analysis it is observed that most of the respondents are visit monthly and weekly to the VISHAL MEGA MART.NO 1 2 3 4 5 RETAIL STORES Daily Weekly Fortnight Monthly Total NO OF RESPONDENTS 0 35 30 35 100 PERCENTAGE (%) 0 35 30 35 100 Analysis: From the above table we could analyze that 0% of the respondents are visit daily. 30% of the respondents are visit Fortnight. 35% of the respondents are visit weekly. Figure: 3 49 . Market implication: The Vishal Mega Mart has to focus more on the monthly and weekly prospectors rather than daily customers and also Fortnight respondents. 35% of the respondents are visit monthly.S.

NO RETAIL STORES .Table: 4 I prefer retail store because of? NO OF RESPONDENTS 50 PERCENTAGE (%) S.

Market implication: The Vishal Mega Mart has to focus more on the customer service 51 . 20% of the respondents prefer Quality Products. 35% of the respondents prefer Customer Service.1 2 3 4 5 6 Product Availability Econamic Price Accessibility Quality Products Customer Service Total 15 25 5 20 35 100 15 25 5 20 35 100 Analysis: From the above table we could analyze that 15% of the respondents prefer Product Availability. 25% of the respondents prefer Economic Price 5% of the respondents prefer Accessibility. Interpretation: From the above analysis it is observed that most of the respondents prefer because of the customer service and economic price to the VISHAL MEGA MART.

Figure: 4 Table: 5 (4) Vishal’s offers and discounts are attractive in nature 52 .

15% of the respondents Disagree.NO 1 2 3 4 5 6 OFFERS & DISCOUNTS Strongly Agre Agree Neither Agree Nor disagree Strongly Disagree Disagree Total NO OF RESPONDENTS 5 70 10 0 15 100 PERCENTAGE (%) 5 70 10 0 15 100 Analysis: From the above table we could analyze that 5% of the respondents strongly agree.S. Market implication: The Vishal Mega Mart has to focus more on the offers and discounts. 70% of the respondents agree. 10% of the respondents neither Agree nor disagree. 0% of the respondents strongly disagree. Interpretation: From the above analysis it is observed that most of the respondents preferring VISHAL MEGA MART’S offers and discounts. 53 .

Figure: 5 Table: 6 (5) Vishal’s sales executives respond promptly for assist customers 54 .

S. 20% of the respondents Disagree. 60% of the respondents agree. Figure: 6 55 .NO 1 2 3 4 5 6 SALES EXECUTIVES Strongly Agre Agree Neither Agree nor disagree Strongly Disagree Disagree Total NO OF RESPONDENTS 5 60 10 5 20 100 PERCENTAGE (%) 5 60 10 5 20 100 Analysis: From the above table we could analyze that 5% of the respondents strongly agree. 5% of the respondents strongly disagree. Interpretation: From the above analysis it is observed that most of the respondents agree with VISHAL MEGA MART’S sales executives. Market implication: The Vishal Mega Mart has to focus more on the sales executives. 10% of the respondents neither Agree nor disagree.

Table: 7 56 .

0% of the respondents strongly disagree. 50% of the respondents agree. 20% of the respondents Disagree.(6) Vishal’s prices are more economical when compare to competitors NO OF RESPONDENTS 15 50 15 0 20 100 PERCENTAGE (%) 15 50 15 0 20 100 S.NO 1 2 3 4 5 6 PRICES Strongly Agre Agree Neither Agree Nor disagree Strongly Disagree Disagree Total Analysis: From the above table we could analyze that 15% of the respondents strongly agree. 57 . 15% of the respondents neither Agree nor disagree. Interpretation: From the above analysis it is observed that most of the respondents agree with VISHAL MEGA MART’S prices Market implication: The Vishal Mega Mart has to focus more on the prices of the products.

Figure: 7 Table: 8 58 .

50% of the respondents agree. 10% of the respondents neither Agree nor disagree. Interpretation: From the above analysis it is observed that most of the respondents agree with VISHAL MEGA MART’S products. 0% of the respondents strongly disagree. Market implication: The Vishal Mega Mart has to focus more on the Quality products. 10% of the respondents Disagree. 59 .(7) Quality of Vishal’s products is good S.NO 1 2 3 4 5 6 QUALITY OF VISHAL PRODUCTS Strongly Agree Agree Neither Agree nor disagree Strongly Disagree Disagree Total NO OF RESPONDENTS 30 50 10 0 10 100 PERCENTAGE (%) 30 50 10 0 10 100 Analysis: From the above table we could analyze that 30% of the respondents strongly agree.

Figure: 8 Table: 9 60 .

Interpretation: From the above analysis it is observed that most of the respondents likes VISHAL MART’S Women’s wear. Market implication: The Vishal Mega Mart has to focus more on the Women’s wear.NO 1 2 3 4 5 LIKES IN MEGA MART Kids Wear Men's Wear Women's Wear Accessories Total NO OF RESPONDENTS 15 30 35 20 100 PERCENTAGE (%) 15 30 35 20 100 Analysis: From the above table we could analyze that 15% of the respondents like Kids wear 30% of the respondents like Men’s wear 35% of the respondents like Women’s wear 20% of the respondents like Accessories.(9)What do you like more in vishal mega mart ? S. 61 .

Figure: 9 Table: 10 10 Vishal has speed billing process . 62 .

NO 1 2 3 4 5 6 BILLING PROCESS Strongly Agre Agree Neither Agree Nor disagree Strongly Disagree Disagree Total NO OF RESPONDENTS 5 50 10 10 25 100 PERCENTAGE (%) 5 50 10 10 25 100 Analysis: From the above table we could analyze that 5% of the respondents strongly agree. 25% of the respondents Disagree. 10% of the respondents neither Agree nor disagree. Market implication: The Vishal Mega Mart has to focus more on the billing process.S. 63 . 10% of the respondents strongly disagree. 50% of the respondents agree. Interpretation: From the above analysis it is observed that most of the respondents agree with VISHAL MEGA MART’S billing process.

Figure: 10 Table: 11 64 .

65 .(11) Which media do you suppose to see Vishal’s offers? S. Market implication: The Vishal Mega Mart has to focus more on the News papers and pamphlets.NO 1 2 3 4 MEDIA News Papers Pamphlets TV Commercials Total NO OF RESPONDENTS 35 35 30 100 PERCENTAGE (%) 35 35 30 100 Analysis: From the above table we could analyze that 35% of the respondents are like with News papers. Interpretation: From the above analysis it is observed that most of the respondents are like to watch VISHAL MEGA MART offers in News papers and pamphlets. 35% of the respondents are like with pamphlets. 30% of the respondents are like with TV commercials.

Figure: 11 66 .

30% of the respondents are satisfied. 67 . Interpretation: From the above analysis it is observed that most of the respondents are Satisfied towards VISHAL MEGA MART . Market implication: The Vishal Mega Mart has to focus more on the customer satisfaction.NO 1 2 3 SATISFACTION Yes No Total Analysis: From the above table we could analyze that 70% of the respondents are satisfied.Table: 12 (12) Did you satisfy with Vishal Mega ? NO OF RESPONDENTS 70 30 100 PERCENTAGE (%) 70 30 100 S.

Figure: 12 Table: 13 68 .

69 .NO 1 2 3 RECOMMEND Yes No Total Analysis: From the above table we could analyze that 100% of the respondents are recommended. Interpretation: From the above analysis it is observed that most of the respondents are recommended their friends and relatives to the VISHAL MEGA MART.(13) Do you recommend Vishal Mega Mart to your friends and relatives? NO OF RESPONDENTS 100 0 100 PERCENTAGE (%) 100 0 100 S. 0% of the respondents are recommended. Market implication: The Vishal Mega Mart has to focus more on the recommended customers.

Figure:13 FINDINGS (1) Most of the customers are willing to go VISHAL MEGA MART to buy Products around Ramantapur. 70 . Uppal and Ambarpet.

Most of the respondents prefer because of the quality products and customer service to the VISHAL MEGA MART. (11) Most of the respondents are like to watch VISHAL MEGA MART offers in News papers and pamphlets (12) Most of the respondents are Satisfied towards VISHAL MEGA MART . Most of the respondents likes VISHAL MEGA MART’S Women’s wear. (13) Most of the respondents are recommended their friends and relatives to The VISHAL MEGA MART. Conclusions Most of the customers watch the Vishal offers in News papers and pamphlets. (10) Most of the respondents agree with VISHAL MEGA MART’S billing process. (7) (8) (9) Most of the respondents agree with VISHAL MEGA MART’S prices Most of the respondents agree with VISHAL MEGA MART’S products. 71 . Most of the respondents preferring VISHAL MEGA MART’S offers and Discounts.(2) (3) (4) Majority of the customers are chosen the VISHAL MEGA MART through Friends and relatives. Most of the respondents agree with VISHAL MEGA MART’S sales executives. Most of the customers visit the VISHAL MEGA MART weekly and monthly.

Vishal Prices are more economical when compare to others. 72 . Uppal and other customers. Ambarpat. Most of the customers interested to buy the Vishal Women’s Wear. Most of the customers have been arriving the Vishal Mega Mart through the friends and relatives. Most of the customers are satisfy with Vishal Mega Mart towards Ramantapur. Sales Executives of the Vishal Mega Mart are assist customers in a smooth manner. Vishal discounts and offers are more attractive in nature.Vishal billing process is very good responded by many customers. Suggestions (1) The vishal as to give frequent offers and discounts to attract customer traffic in store. Most of the customers responded towards customer service Vishal Mega Mart. (2) The vishal as to give economic price to attract more customers. Products of the Vishal are very good responded by many customers.

(3rd edition) . Pearson education. (4) The vishal as to maintain the customer service for a long time (5) The vishal as to focus more on billing process convenient to customers.No:10 2. (7) The vishal as to give special discounts and other promotions to attract daily customers also.(2nd edition)Mac millan India ltd(2005) P.(6th edition) Pearson education(2003) P.P. Marketing Management.No: 73 Marketing.No:9 3.Schiff man. Marketing Principles of Pearson education.(2nd edition).No:38 5.S Ramaswamy and Namakumari. Philip Kotler. (2003).(2002) P.(8th edition) Pearson education 4.(3) The vishal as to take care about sales executives to assist customers. Gary Armstrong.No:8-13 7. Suja R Nair consumer behaviors in Indian perspective 6. Consumer Behavior. Kotler and Armstrong. (6) The vishal as to focus more on women’s wear along with kids wear.Marketing Management. (8) The vishal has to give the add in News papers and pamphlets to attract daily customers and give the add in TV to attract monthly and fort night customers. The Indian journal of marketing in November 2008 P. Leon G. BIBLIOGRAPHY 1. V. Marketing Management.

I Am Conducting Survey for My Summer Regarding “CONSUMER BUYING BEHAVIOUR TOWARDS VISHAL MEGA MART” Kindly Answer The Following Questions: 1.vishalmegamart.com www. I am K.net/aboutus. Which retail store do you visit /prefer for groceries? a) VIshal Mega Mart subhiksha b) Big Bazar c) spencers d) Heritage fresh ( ) e) 74 .com www.ASHOK Pursuing MBA With Specialization as Marketing From KOTTAM INSTITUTE OF ADVANCED STUDIES.• • • • • www. Kondair.scribd.vishalmegamart.net www.google .indian journal of marketing.com www.htm Questionnaire Dear Sir/Madam.

How do you know about Vishal Mega Mart ? ( ) a) Friends and Relatives b) News papers c) TV commercials 3.2. Vishal’s offers and discounts are attractive ( ) a) Strongly agree disagree b) Agree c) Neither agree nor disagree d) Strongly e) Disagree 6.Vishal’s sales executives respond promptly for assist customers ( ) a) Strongly agree disagree b) Agree c) Neither agree nor disagree d) Strongly e) Disagree 7. How frequently do you visit retail store ? ( ) a) Daily b) Weekly c) Fort night d) Monthly 4. I prefer retail store because of ? ( ) a) Product availability products b) Economic price e) Customer service C) Accessibility d) Quality 5. Vishal’s prices are more economical when compare to competitors ( ) 75 .

Quality of Vishal’s products are good ( ) a) Strongly agree e) Disagree b) Agree c) Neither agree nor disagree d) Strongly disagree 9.a) Strongly agree disagree b) Agree c) Neither agree nor disagree d) Strongly e) Disagree 8.Vishal has speed billing process ( ) a) Strongly agree disagree b) Agree c) Neither agree nor disagree d) Strongly e) Disagree 11. What do you like more in Vishal Mega Mart? ( ) a) Kids wear b) men’s wear c) Women’s wear d) Accessories 10. Did you satisfy with Vishal Mega Mart? ( ) a) Yes b) No 76 . Which media do you suppose to see Vishal’s offers? ( ) a) News papers b) pamphlets c) TV commercials 12.

13. Do you recommend Vishal Mega Mart to your friends and relatives? ( ) a) Yes b) No Thank ing you 77 .

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