MALWA INSTITUTE OF SCIENCE & TECHNOLOGY

Session -2009-11 A STUDY ON CUSTOMER PREFRENCE AND EXPECTATION IN VISHAL MEGA MART AMONGS THE YOUTH OF INDORE

A SYNOPSIS IS SUBMITTEB TO DEVI AHILYA VISHWA VIDHYALAY. INDORE TOWARDS PARTIAL FULFILLMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION (Year-2009-2011)

SUBMITTED TO ProF. SHANTANU VERMA

SUBMITTED BY RAJESH KUMAR JAIN

MBA 2ND YEAR

ACKNOWLEDGEMENT

It is a great pleasure Mr. Shantanu verma (Faculty for me to put on records my appreciation Guide, MIST) for his valuable support and gratitude towards suggestions for the improvement and editing of this project. I also like to forward my thanks to other facult y members- Prof Vibha singh chauhan and Prof.Shweta Dhand who directly or indirect ly assisted me in co mpleting my work.

Last but not least; I would like to thank all my friends for their valuable support during the project directly and indirectly.

RAJESH KUMAR JAIN

MBA 2ND YEAR

CONTENTS

1.

Introduction
Company background Industry Analysis Literature Review Objective Rationale Of Study

2.

Research Methodology :Research Design Tools for Data Collection Tools for Data Analysis

3.

Limitations

4.

References

5.

Bibliography

INTRODUCTION
Customer preference analysis is really a call to action. By understanding the preference Formation components and the preference expectation evaluations by group or segment of customers, companies can design response strategies that are truly responsive to vital customer expectations and that differentiate in the marketplace. Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a first mover advantage in an upcoming sector. In India, that advantage goes to vishal mega mart. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its marketing strategies and promotional activities. The research titled A Study on the customer preference analysis which influences customer To purchase a product of vishal mega mart helps us to understand the effect of customer preference Which is responsible for attracting customer towards vishal mega mart this study helpful to top level? Management to improve the present things of vishal mega mart. The report deals with the impact of customer preference which attracting customer towards vishal mega mart. The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach will adopt experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents will be the visitors of vishal mega mart, with the sample size of 100 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. .

Company Background
vishal Retail was incorporated on July 23, 2001 as Vishal Retail Private Limited as a retailer of ready-made apparels in Kolkata in2001. The company has acquired the business of 'M/s The Vishal Garments' and 'M/s Vishal Garments' in 2001. In 2003, the company has acquired the manufacturing facilities from Vishal Fashions Private Limited and M/s Vishal Apparels. Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 2059292 lac sq. ft. in18 states across India. Each store gives you international quality goods and prices hard to match. The cost benefits that are derived from the large central purchase of goods and services are passed on to consumer.

Literature Review
Customer preference analysis Customer preference analysis is the process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Customer preference analysis should be centered on the key concept that customer satisfaction is the main goal. Customer preference analysis can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Customer preference analysis often integrates an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy, which might include advertising, channel marketing, internet marketing, promotion and public relations, can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. As vishal mega mart is hypermarket, we are going to analyze the 7Ps of marketing mishandled by them in order to know about their effective sales with regarding to their customers opinion.

Objective of study

1. Primary objective :
To identify the customer preference for vishal mega mart

2. Secondary objective:
To identify the needs of customer to identify the satisfaction level of customer to find out the various promotional activities done in big bazaar to study the effectiveness of

promotional activities done in vishal mega mart

Industry analysis
In India, organized retail constitutes about 3% of total retail and is poised to reach 15-20% in the next few years, which translates into a 40% CAGR. This indicates tremendous potential for the sector for the next few years. The future will also see the pantaloon of several new concepts targeted at the Indian consumer. Further, retail development will not just occur in Tier 1 cities, but will have far more significance in Tier 2 & 3 cities as well. The consumption drive would be fueled in smaller towns and cities. There would be definite customer responsiveness towards Value Added products and services in the next few years. Since value retailing touches the mass of the population, and with organized retailing at about US $ 300 billion at present, value retailing has the scope to almost double. Retail is Indias largest industry, according for over 10 per cent of the countrys GDP and Around eight per cent of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so for. However, the future is promising; the market is growing; government policies are becoming more favorable and emerging technologies are facilitating operations.

Rationale of the study

1. To know why consumers prefer vishal mega mart 2. To know customer satisfaction in vishal mega mart 3. To know customer mindset about vishal mega mart 4. To understand the difference between vishal mega mart and other organized store 5. To know the price difference and discounts for the same product in vishal mega mart and other retail store 6. To know about different facilities provided in vishal mega mart retail

7.

To know organized culture in vishal mega mart

Research methodology

Research Design:
The research would be exploratory in nature and would carried out to identify the factor which formed the basis of customer preference analysis and expectation in vishal mega mart and on the basis of these factor a comparative analysis consumer will be done. of different category of

Source for data collection: 1. primary data

The research instrument used for collecting primary data would be the questionnaire

2. Secondary data
Discussion with the company executives, managers and employees. The company website Marketing Journals and articles.

Tools for data analysis:

Certain statistical tools like T Test, chi square test, arithmetic mean, standard deviation etc. would be used for the purpose of data analysis.

Limitations

1. The survey will be limited only to the customers of vishal mega mart
2. A sample size of only 100 respondents would be taken

in Indore.

3. The accuracy of the findings is trusted by the accuracy of the statistical tools will be use for analysis

Conclusion

The overall conclusion will be based on actual research which will be carried out in phase 2 of research project

Reference

Bibliography:
Books
Philip Kotler and Kevin Lane Keller, Marketing Management, Dorling Kinersley (India) Pvt Ltd, 2007

Websites
1. www.vishalmegamart.com 2. www.google.com 3. www.workforce.com