THE ROLE OF ADVERTISING IN CONSUMER

DECISION MAKING

Project Report

Undertaken at

V-Mart Sarah City Center Indira Gandhi Rd, Hari Singh High Street, Srinagar
Submitted in Partial Fulfillment of the Requirement for the Award of the Degree of
B.VOC (Retail & Logistics)

By
MIDHAT QAYOOM
2025CUKMR04

Under the Supervision of

Miss Zainab Riyaz.

DEPARTMENT OF MANAGEMENT STUDIES

CENTRAL UNIVERSITY OF KASHMIR
2023

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 STUDENT DECLARATION

I, hereby declare that the report entitle “THE ROLE OF ADVERTISING IN CONSUMER

DECISION MAKING OF V-Mart” in partial fulfillment of the requirements for the award of

the degree of BVOC (Retail & Logistics), which is submitted by me to the, Department of

Management Studies, Central University of Kashmir is a bonafide description of the training

work carried out by me.

This is the original work and is the result of my own effort.

Name:

Signature:

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 Department of Management Studies
Central University of Kashmir
Green Campus, Ganderbal-191201

CERTIFICATE

This is to certify that the Project Report titled “THE ROLE OF ADVERTISING IN

CONSUMER DECISION MAKING OF V-Mart” is an original piece of work carried out by

Midhat Qayoom (2025CUKmr04) under my supervision. The work has not been submitted to any

other University/Institution for the award of any degree/diploma certificate course.

Miss Zainab Riyaz

(Supervisor)

Place…….
Date…….

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 ACKNOWLEDGEMENT
In the completion of this project work, I received constant help and guidance from individuals

whom I would like to express my sincere thanks.

First and foremost, I would like to praise and Thank God, the Almighty, who has granted

countless blessings, knowledge, and opportunity to me for the successful completion of my

project. It would be my privilege and duty to put on record my sincere thanks to my respected

supervisor Mr. Mohsin Bashir and all the other employees of V-Mart Srinagar who exhibited a

warm and friendly behavior during the entire work.

I take this opportunity to express the deepest gratitude towards Dr. Zia ul haq, who has been the

driving force behind this project and whose guidance and cooperation has been a source of

inspiration for me. I express my deep sense of gratitude and profound thank to my project

training guide Miss. Zainab Riyaz for her constant encouragement throughout my project

training report

I also thank all the other teachers of our department for their support and encouragement.

I, sincerely thank all of you for your support and guidance. Finally, I thank my parents for their

immense support.

Midhat Qayoom
2025CUKmr04

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 TABLE OF INDEX
S. No. Title Page No.

CHAPTER -1 1-10

1. Introduction

● Introduction of the project

● Importance of the study

● Retail sector in India

● Company profile

● V-mart mission, vision and values

● Retail visit

● Case study

2. CHAPTER -2 11-13

Literature Review

3. CHAPTER -3 14-17

Research Objectives and Methodology

● Research methodology

● Research Objectives

● Sampling

● Data collection method

● Primary source of data

● Secondary source of data

● Sections of Questionnaire

● Contact method

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4. CHAPTER -4 18-39

Data Analysis & Interpretation

5. CHAPTER -5 40-44

Findings, Suggestions and Conclusion

● Findings

● Suggestions

● Limitations

● Conclusion

6. Bibliography 45-46

● References

● Websites

7. Appendices 47-51

● Questionnaire

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 CHAPTER-1
INTRODUCTION

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Introduction
Advertising can be traced back to the very beginnings of recorded history. Archaeologists
working countries around the Mediterranean Sea have dug up sings announcing various events
and offering. The Romans painted walls to announce gladiator fights and the Phoenicians painted
pictures on large rocks to promote their wares along parade routes. Advertisement is a vast
concept used by every business firms to run their business. It helps them stimulate their sales and
gain profits by attracting customers through creative and sensible advertisements. An
advertisement is a type of message conveyed through print media, newspapers, billboards, and
pamphlets to create awareness about something new, such as a product or service. Advertising
impacts every individual's purchase decision, generating interest in them to make a purchase. Its
main objective is to increase the customer base and boost business profits. Advertisement is
always a paid form of marketing whenever we promote a particular product. There are various
forms or types of advertisements through which we can showcase our products or services to
inform customers about any offers we provide.
Using advertisements allows us to communicate with prospective customers, providing them
with information about a product's quality, features, and availability. It is a crucial tool for
promoting products and services, introducing new offerings to the market. In this era,
advertisements have created more job opportunities, such as painters, designers, photographers,
musicians, and many working in advertising agencies. This technique helps us gain more
customers, increasing demand. Advertisement plays a vital role in our lives, and in the current
scenario, running any business without advertising a particular product, service, or brand is
challenging
The consumer or buyer decision making process is the method used by marketers to identity and
track the decision making process of a customer journey from the starting to finishing in this
process a consumer selects the most appropriate product out of the several alternatives. The
consumer faces different stages which are problem recognition, information search, evaluation of
alternatives, purchase, post purchase satisfaction or dissatisfaction.
Stages:
Problem recognition: In the first stage of the decision-making process, it is about working out
what our customers actually want and what their needs are. Sometimes, customers feel like there

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is something missing and they need to address it to get back to feeling normal. We only have to
identify the needs and wants of our customers.
Information search: This is the search stage of the decision-making process. Customers seek
information about the product they want to purchase. They gather all the information related to
the product or service they actually want to purchase because they don't want to take any risks,
and people often don't want to regret their purchase, so they take extra time to choose a product
wisely.
Evaluation of alternatives: In this stage, customers start asking questions like, "Is this really the
right product for me?" and "Do I need a different product?" Based on the answers they get, the
customer makes a purchase decision.
Purchase: In this stage, the customer has now decided, based on the information collected, what
to purchase and where to purchase. Consumers actually make the purchase decision here; they
pay for a product or a service in this stage.
Post-purchase satisfaction or dissatisfaction: The review stage is a key stage for the company and
for the customers likewise. Did the product actually deliver on time or not? Did the product meet
expectations?
If a consumer feels that the product has matched the promise and their own expectations, then
the customer will become a brand ambassador, motivating other potential customers, and they
will purchase again and again from them. We actually identify in this stage whether the customer
is satisfied or dissatisfied with our product/services.
Internet has a huge coverage on advertisements. In this era, people are advertising their offerings
on the internet. Internet video continues to grow its coverage; television advertising is losing its
space. Young people are no longer watching TV because they are not interested, as they have
already turned to YouTube, Netflix, Instagram, and other sources of social media. TV loses
badly in the battle of advertising budgets due to its critical shortage of young viewers. Only 36%
of customers are watching TV, meanwhile, 67% of customers can't imagine life without the
internet, like YouTube, and 5% are using Netflix for 12.1 hours. People are spending 8.8 hours
on free internet and 8.8 hours on paid internet videos.

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Classification of advertising:

According to geographical spread:-

● National advertising
● Local advertising
● Global advertising
According to target group:-
● Consumer Advertising
● Industrial Advertising
● Trade Advertising
● Professional Advertising
Advertising based on demand influence level:
● Primary Demand (Stimulation)
● Selective Demand (Stimulation)
Institutional product\advertising
● Institutional Advertising
● Product Advertising
On the basis of timing of response
● Direct Action Advertising
● Indirect Action Advertising

AIDA MODEL
The AIDA Model was first introduced by E.ST. ELMO LEWIS in 1898 . He explained this
model in four steps and because of this model it has become easy for businesses to identify
customer purchase process that how actually customers makes their purchase decision, how they
motivates themselves to take an action.
Four stages
1. Attention: In This first stage of aida model we try to create awareness among the
customers and try to catch their attention.

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 2. Interest: In This stage we have to generate interest of our customers in our products and
services.
3. Desire: Now In This step over goal is to make consumers desire. We have to change their
mindset from “I like it” to “I want it”
4. Action: In This last stage of Aida model here our customers actually take an action to
purchase.

THE INFLUENCE OF ADVERTISEMENT ON CONSUMER DECISION MAKING

Advertisement plays a significant role in influencing consumer decision, encompassing both
social media and offline advertisement strategies. Here is how these advertising channels impact
consumer purchase decision.
1. Building Brand Awareness and Recall
Both Social Media and offline advertisement contribute to creating brand awareness among
consumers. When potential customers come across Vmart's advertisements on social media
platforms, billboards, or print media, it registers the brand in their minds. Continuous exposure to
the brand's messaging increases brand recall, making Vmart a top-of-mind choice when
consumers consider making a purchase
2. Influencing Purchase Intent
Both social media and offline advertisements serve as persuasive tools to influence consumers'
purchase intent. Well-crafted advertisements highlight Vmart's unique selling points,
promotions, and discounts, creating a sense of urgency and motivating consumers to make a
purchase
3. Real Time Interaction
Social media advertisements enable real-time interaction with consumers. Vmart can quicky
respond to queries, provide customer support, and address concerns, fostering a positive
customer experience that influences purchase decisions
4. Building Trust and Credibility
A well-executed advertising strategy enhances Vmart's credibility and trustworthiness in the eyes
of consumers. Transparent and ethical advertising practices establish a positive brand image,
fostering long-term customer loyalty.

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 5. Reinforcing In-store Experience
Offline advertisements, such as billboards and flyers, reinforce Vmart's presence in the local
community. Catchy slogans, attractive visuals, and directional cues can encourage footfall to
Vmart's physical stores, where the in-store experience further impacts purchase decisions

Importance of the Study

Understanding Consumer Decision Making: It provides insights into how advertising
influences consumer preferences, choices, and decision-making processes. Understanding these
dynamics allows Vmart to align their marketing efforts with consumer needs.
Effective Marketing Strategies: The study helps Vmart develop targeted and persuasive
advertising campaigns. By knowing which advertising channels and messages resonate with their
audience, Vmart can optimize their marketing strategies for better results.
Improving Customer Engagement: By understanding the role of advertising in purchase
decisions, Vmart can create engaging content that connects with their customers.
Digital Reach: Online advertisement allows Vmart to extend its reach beyond physical store
locations. Through various digital platforms, including social media, search engines, email
marketing, and display ads, Vmart can connect with a vast audience of potential customers.
Existing Knowledge Gap: People are already aware of Vmart and its advertisements, such as
pamphlets and banners. However, Initially, people used to check in stores, but now consumers
keep themselves updating and they prefer checking products online.

RETAIL SECTOR IN INDIA

India is ranked as the 4th in terms of the retail sector as it accounts for over 10% of the country’s
gross domestic product (GDP) and around 8% of the employment. The market size of this
industry in 2020 was approximately 65.50 trillion rupees and is expected to hit 96.43 trillion
rupees by 2024. The employees of the retail sector usually belong to lower-middle class citizens
of India. India ranked 16th in FDI Confidence Index also in 2019 India landed the ranking of
73rd position in the United Nations Conference on Trade and Development's Business-to-
Consumer (B2C) E-commerce Index.

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Market Size

India is the most attractive retail market in the world. Retail market matured in India over the
years but still it is highly fragmented. Currently India has the 4th largest retail market in the
world. India is one of the best countries in the world when it comes to retail space investment. In
the fiscal year 2020 It was anticipated that the revenues from offline merchants in India,
commonly known as brick and mortar (B&M) businesses would increase by Rs. 10,000-12,000
crore (US$ 1.39-2.77 billion). This number was calculated using that times exchange rate. It was
anticipated that the direct selling industry in India would be worth a total of $2.14 billion USD
by the end of the year 2021.

Because of the pandemic Indian retail industry went through major stress on discretionary
spending, especially in lifestyle retail categories such as apparel, footwear, fashion accessories,
cosmetics, small appliances etc but as the country recovers from the pandemic, the retail industry
has resumed its growth trajectory and is likely to witness 10 per cent annual growth to reach
approximately USD 2 trillion by 2032, according to a report. According to a BCG-RAI report
titled "Racing towards the next wave of Retail in India", while certain industry segments like
food and grocery, restaurants and Quick service restaurant (QSR), and consumer durables have
recovered to pre-COVID levels, others like jewellery and accessory, apparel, and footwear
remain on track to a full recovery. As we are aware about the rapid growth of E-commerce
throughout the country, Customers are getting more choice of products at the lowest prices. By
the end of 2030 the Indian e-commerce retail market is expected to reach US$ 350 from an
estimated US$ 55 billion in 2021. Due to the rapid increase in online shoppers in the country, it
is expected that India will become the third largest consumer economy in the world reaching
US$ 400 billion in consumption by 2025.

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 COMPANY PROFILE

Established on 24th July 2002 in West Bengal by Lilit Agarwal, V-Mart is a family retail shop
chain that provides affordable products including clothing, footwear, kitchen appliances etc for
male, female and children across Indian cities. It was first introduced as Varin Commercial
Private Limited Company in the year 2002 and later changed its name to V-Mart Retail Private
Limited on 11th July 2006.Its name was further changed on 11th July 2008 to V-Mart Retail
Limited upon conversion into a public limited company. With a total retail area of 3.2million
sq/ft. V-Mart has over 368 stores across 235 cities in 26 states and union territories including
Bihar, Chandigarh, Gujarat, Haryana, Jammu and Kashmir, Madhya Pradesh, Assam, New
Delhi, Punjab, Rajasthan, Uttarakhand, Maharashtra, Goa, Gujarat, Karnataka, Tamil Nadu,
Telangana, Kerala and Uttar Pradesh. The average size of the V-Mart store is approximately
8000 Sq. Ft.V-Mart has over 10,000 well trained employees working in their stores across India
who are able to earn the trust of more than 3 crore satisfied customers every year. Their main
target customers are from lower middle class to upper high class which makes up the 80%
population of India. V-Mart’s main motto is “Price Less Fashion”through which they believe in
providing the latest trends to mobile Indian upwards at the best possible price.

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V-MART IN KASHMIR

In Kashmir, V-Mart is located in Sarah City Center, Indira Gandhi Rd, Hari Singh High Street,
Srinagar. V-Mart was first introduced to Kashmir on 20-May-2011, and it quickly became one of
the biggest malls in the region. Even people living outside Srinagar sometimes came to the city
solely to shop at V-Mart. The mall is situated in Lal Chowk, which is the nerve center and one of
the busiest areas of Srinagar, serving as a marketplace for tens of thousands of people on a daily
basis. V-Mart swiftly became a favorite shopping destination for families. It piqued the interest
of more Kashmiri people, as they were impressed by the wide variety and affordability of their
products

V-MART MISSION, VISON STATEMENT &VALUES

MISSION:
In their mission statement they said, “Care for customer aspirations, discover and nurture talent,
sustained ethical growth for stakeholders and harness vendor relationships."

VISION:
In their vision statement they said, "Create value and make our ecosystem proud."

VALUES:
• Growth
• Care
• Value creation
• Smile

RETAIL VISIT:

Today, on the first day of my Internship, I visited V-Mart in Jahangir Chowk, Srinagar. Firstly, I
interacted with the manager of V-Mart (Mr. Mohsin). He welcomed us and introduced us to all

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the staff members there. He told me to have a look at all the sections of the Mart and observe
everything, such as what the employees are doing and how they are treating their customers. Hey
said, "Since it's your first day here, just visit each section and see how our employees are
maintaining their areas and displaying the products on shelves." So, I started to analyze each
section, such as the kids' section, girls' section, boys' section, and men's section. I observed
everything and saw how they were handling their work efficiently. After that, I decided to start
working from the next day. On the next day, when I entered the Mart, the manager was having a
meeting with the employees. He was asking each employee one by one if they had completed
their work targets (like sales of the products) and telling them how to motivate customers to
make more purchases. After the meeting, I began working in the kids' section, where my task
was to attach sensors to the clothes and use different types of hangers to display the clothes. I
really enjoyed my work in that section. After some time, they used to give us a cup of tea with
snacks. After one month, I worked in every section, including the cash counter. Sometimes, I
also dealt with customers. At the end of the day, I used to sign the register. I visited every day
and enjoyed my work in different sections, where I learned so many things. I appreciate all the
staff members, especially the manager, who treated me very well there

CASE STUDY:

Once, a customer was shopping and bought clothes for herself and some other items. After
taking all the things, she went to the trial room to try on the clothes she selected for herself.
However, the security staff informed her that the trial room policy allowed only three items at a
time. The girl disagreed but later sneaked back into the trial room when she saw the security was
not around. She took all the clothes inside, even though it was not allowed. In the trial room, she
tried on some undergarments and kept them on herself. Subsequently, she walked out normally
and proceeded to the cash counter to pay for the other items.

As she exited the store, the alarm went off, and the security caught her. They took her back to the
trial room for a check. When the security girl checked her, she found the undergarments the girl
had put on earlier. The girl felt embarrassed and started crying. The manager was called in,
questioning her about why she did this. The girl admitted that she didn't have money and resorted

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to stealing those items. I was present when the security guard caught her. She was quite confused
about how she got caught and didn't realize there were sensors on the clothes. She had planned to
steal the garments and escape unnoticed, but the sensors prevented that.

The manager told her that if she were a boy, he would have handed her over to the police, but
they don't do that with girls. However, the manager warned her to never do it again anywhere.
Finally, he let her go but charged her double for the products she had attempted to steal.

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 CHAPTER 2
LITERATURE REVIEW

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Literature Review:

In the modern era of marketing, customer-centricity has emerged as a key focus for businesses.
Understanding and catering to customer preferences have become vital to succeed in the
competitive marketplace. To achieve this, organizations must gain comprehensive knowledge
about their target audience. The primary responsibility of any business is to keep a close eye on
its customers, placing them at the forefront of decision-making processes.
Advertising plays an important role in the journey towards consumer purchase decisions. By
creating awareness and shaping perceptions, advertisements influence the way customers
perceive products and services. A well-crafted advertising campaign serves as a powerful tool to
raise product awareness and condition potential consumers' minds, ultimately guiding them
towards making a final purchase (Dr. D.Prasanna Kumar and K.Venkateswara Raju ,2013)
When consumers make purchase decisions, they consider several factors, including what
products to buy, why they need them, where to obtain them, how often to purchase, and how to
evaluate them post-purchase. Singh et al. (2014) highlighted the significance of understanding
these aspects, which reflect consumers' resource allocation, such as time, money, and effort,
towards consumer goods. Moreover, in the dynamic and competitive marketplace, companies
and advertisers need to be vigilant about new competitive goods introduced through various
marketing campaigns (Mahalaxmi and Ranjith, 2016).
Smaller advertising efforts have also been proven to be effective in attracting and positively
influencing consumer attitudes towards products (Niazi, Siddqui, Alishah, and Hungra, 2012).
Newspapers have long been a common and reliable channel of communication, providing
advertisers with a means to influence product creation, sales practices, and customer purchasing
choices through advertisements (Tamilselvan and Kumaresan, 2021)
Radio, being a cost-effective communication mode, offers the advantage of reaching a
concentrated audience amid its innovative versatility (Gijsenberg and Nijs, 2019). Television
commercials are considered a significant component of the television industry and a key source
of income, with television acting as an audience distribution system (Shaikh, Hada, and Shrestha,
2019).

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The impact of outdoor advertising patterns is on the rise, with diverse channels being
increasingly used (Idris, Suhana, Ahmad, and Wrong, 2020). Notably, billboards have proven
highly effective in capturing consumers' attention and driving their interest towards the
advertised product or service (Mustafa and Al-Abdallah, 2020).
With the advent of social media, businesses have found a powerful ally in minimizing time and
place restrictions for marketing efforts. Social media platforms allow for enhanced engagement
with consumers, breaking economic barriers, and expanding the reach of businesses to a global
audience (Dr. A. Kumudha and Dr. A. S. Thilaga, 2016).
Moreover, brand ambassadors have been the subject of numerous studies, highlighting their
significant role in a company's marketing plan, building consumer trust, and fostering long-term
relationships with customers. Their influence can be powerful in reinforcing brand messaging
and driving consumer loyalty. (Livesley, 2009; O'Leary, 2010; Voight, 2007; Wragg, 2004).
(check years again)
Advertising holds a crucial position in influencing consumer purchase decisions. By leveraging
diverse marketing channels, businesses can create awareness, shape perceptions, and reach their
target audience effectively. Understanding customer preferences and aligning advertising efforts
accordingly will undoubtedly lead to improved customer engagement and business success in
today's competitive market.

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 CHAPTER 3
RESEARCH OBJECTIVE
&
METHODOLOGY

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Research Methodology
In this section, the Research Methodology pertaining to the current study is discussed. In this
view, the objectives of the study, broader research design, sampling designed data collection are
discussed. Furthermore, questionnaire and development is also elaborated in this section.

Objectives
1. To determine the effectiveness of advertisements used by Vmart in influencing consumer
purchase decision
2. To categorize consumer purchase decision based on types of advertisements that
influence them such as emotional appeals, informative content, celebrity endorsements
etc
3. To identify most effective advertisement channels used by vmart to reach its target
audience, including online platform, television, print media, in store displays, and other
forms of advertisments
4. To understand consumer preferences in receiving advertisements from Vmart, including
their preferred communication channels and frequency of exposure.

Research design
A research design is a blueprint or framework for carrying out an advertising and purchase
decision making research project. It describes the procedures for gathering the data required to
structure or solve advertisement research problems. To describe the characteristics of a
population or an organization or a situation,descriptive research is used.
In this study, the research design was descriptive research design. It includes various types of
surveys and fact-finding inquiries. The main advantage of this method is that the researcher has
no control over the variables; he can only report on what has happened or is happening now.
Descriptive study is a research that is focused with regulating the frequency with which
something happens and the differences between two variables.
In descriptive research design, it is important to study the Six W’s of the population under study.
Who: The respondents of the current study were V-Mart customers.

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What: The respondents were studied so that there demographic and attitudinal aspects could be
examined.
When: The respondents of the current study were examined and data were collected during their
visits to V-Mart.
Where: The data was collected from the respondents in the V-Mart store.
Why: The respondents were asked to provide feedback/response so that more insights can be
gained regarding advertisement of V-Mart and the consumer purchase decision.
Way: The data was collected from the respondents through a well-structured questionnaire.

Sampling
1. Elements: An Element is the object about which or from which the information is
desired/gathered. The element is usually the respondent of the survey, and the
respondents of this study were primarily Vmart customers.
2. Sample size: The Sample size is the number of elements included in the study, and the
sample size of this study was 70.
3. Sampling technique: Convenience sampling was used which is the best sampling
procedure suitable for the instance scenario. It is the technique in which the interviewer is
primarily responsible for selecting sampling units. Respondents are frequently chosen
because they happen to be in the right place at the right time.

Data collection method:

The Data Collection Method is an important part of both primary and secondary research. For
any research problem, it is a difficult stage as respondents tend to show reluctance during this
phase. However, the researcher made every effort to collect sufficient data from the respondents
by using primary sources of data. Secondary sources of data were also used to supplement the
primary sources of data.
Primary sources of data:
The Primary data for the current study was obtained through a well structured questionnaire. The
questionnaire consisted of demographic information and the advertisements. The questionnaire
was based on nominal and linkert scale.

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Secondary Data

It is very important to understand the relevance of the secondary data and the current study
would not have been possible without the examination of the secondary data as it forms the base
of any research problem. The secondary resources utilized in the current study primarily included
research papers websites, etc. The secondary sources of data helped the researcher to identify the
framework of the entire study and also in the identification of research gaps, questions etc.

SECTION OF THE QUESTIONNAIRE:

Section 1
Demographic\personal information
The demographic section included items based on the nominal scale. The demographic
information\section was based on gender, age, income, marital status and educational
qualification.

Section 2
This section comprises questions related to the effectiveness of advertisements, consumer
decisions, awareness and diversity of advertisement channels, and consumer attitudes towards
advertisements.

Contact Method

Personal interactions were used to collect the primary data. The data was collected using a
structured questionnaire. The respondents were approached during their normal visit to the
instant outlet, and some of the respondents were contacted through a forms app

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 Chapter 4
DATA ANALYSIS AND
INTERPRETATION

Page 25
 DATA ANALYSIS AND INTERPRETATION
Q1. Gender

Gender Respondents Percentage (%)

Male 24 34

Female 46 66

Other 0 0

Total 70 100

In this study it was examined that 34% respondents were male and 66% were female

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Q2. Age

Age Respondents Percentage (%)

Below 18 6 9

18-27 60 86

28-37 3 4

38-47 1 1

Above 47 0 0

Total 70 1 00

9% of the respondents were from the below 18 years age group, 86% of the respondents were
from the 28-37 years age group, 4% of the respondents were from the 38-47 years age group,
while only 1% were above 47 years of age.

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Q3. Marital Status.

Responses Respondents Percentage

Married 2 3

Unmarried 67 95

Widow 0 0

Divorce 1 2

Total 70 100

Maritial status
2%3%
0%

Married
Unmarried
Widow
Divorce

95%

95% of the respondents were unmarried ,3% were married while as 2% were divorced.

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Q4. Educational Qualification.
Responses Respondents Percentage (%)

12th Standard 10 14

UG 50 71

PG 08 12

PHD 02 03

ILLITERATE 0 0

TOTAL 70 100

Educational Qualificational
3% 0%

12% 14%

12th Standard
UG
PG
PHD
Illiterate

71%

In this study, it was found that 14% of the respondents were 12th qualified, 71% were
undergraduates (UG), 12% were postgraduates (PG), and only 3% of the respondents were PhD
holders

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Q5. Annual Income

Responses Respondents Percentage (%)

0-1 Lacs 50 71
1-4 Lacs 11 16
4-7 Lacs 05 07
7-10 Lacs 02 03
10-13 Lacs 02 03
Total 70 100

Annual Income
3% 3%

7%

0-1 Lacs
16% 1-4 Lacs
4-7 Lacs
7-10 Lacs
10-13 Lacs
71%

In this study it was observed that 71% of respondents had an annual income of 0-1 Lacs, 16% of
respondents had an annual income 1-4 Lacs, 7% of respondents had an annual income of 4-7
Lacs, 3% of respondents had an annual income of 7-10 Lacs and 3% respondents had an annual
income of 10-13 Lacs.

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Q6. I follow Vmart on social media platforms.

Responses Respondents Percentage%

Agree 40 57
Disagree 30 43
Total 70 100

Q6

43%
Yes
No
57%

Interpretation:

85% responded 'Agree,' while 15% responded 'Disagree' to following Vmart on social media
platforms.

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Q7. Which type of ad persuaded you to buy the product.

responses respondents Percentage (%)

Promotion offers 10 14
Discount offers 39 56
Range of products 18 26
All of them 3 4
Total 70 100

Q7

4%
14%

26%
promotion offers
discount offers
range of products
all of them

56%

Interpretation:

14% responded promotion offers, 56% responded discount offers, 26% responded range of
products and 4% responded all of them to the above statement.

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Q8. Advertisement persuades people to buy a product at Vmart.

Responses Respondents Percentage (%)

Agree 64 91
Disagree 06 09
Total 70 100

Q8

9%

Agree
Disagree

91%

Interpretation:

91% responded “Agree” while 9% responded Disagree” to the above statement.

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Q9. Advertisement of Vmart creates a favorable impression of a product in the minds of
consumers.

Responses Respondents Percentage (%)

Strongly Agree 33 47
Agree 20 29
Neutral 10 14
Disagree 0 0
Strongly Disagree 07 10
Total 70 100

Q9

0%
10%

14% Strongly Agree

Agree
47%
Neutral
Disagreee
Strongly Disagree
29%

Interpretation:

In this study, 33% of the respondents strongly agreed,' 20% responded 'Agree,' 10% responded
'Neutral,' and 7% responded 'Strongly Disagree' to the above statement.

Page 34
Q10. I Prefer buying at Vmart because the quality of the product matches with the products
displayed in the ads.

Responses Respondents Percentage(%)

Strongly agree 1 2
Agree 04 6
Neutral 20 28
Disagree 40 57
Strongly disagree 5 7
Total 70 100

Q 10
2%

7% 6%

Stronlgy agree
Agree
28%
Neutral
Disagree
Stronlgy disagree
57%

Interpretation:

In this study, 56% of the respondents strongly agreed, 20% agreed, 6% were neutral, 12%
disagreed, and 6% strongly disagreed with the above statement

Page 35
Q11.What is your preferred mode of receiving advertisements by Vmart.

Responses Respondents Percentage (%)

Print 2 3
T.V 1 01
Mobile (sms) 43 61
Internet 20 29
All of them 04 06
total 70 100

Q 11
3% 1%

6%

print
29% T.V
Mobile(sms)
internet

61% all of them

Interpretation:

3% responded 'print,' 1% responded 'TV,' 61% responded 'Mobile SMS,' 29% responded
'Internet,' and 6% responded 'all of them' to the above statement.

Page 36
Q12. I think Advertising is necessary for sale of products in Vmart.

Responses Respondents Percentage (%)

Strongly agree 7 10
Agree 40 57
Neutral 10 14
Disagree 10 14
Strongly disagree 3 5
Total 70 100

Q 12

5% 10%
14%
strongly agree
agree

14% neutral
disagree
strongly disagree
57%

Interpretation:

10% responded Strongly agree, 57% responded Agree, 14% responded Neutral, 14% responded
Disagree and only 5%% responded Strongly Disagree to the above statement.

Page 37
Q13. I think Ads of Vmart are informative.

Responses Respondents Percentage (%)

Strongly agree 10 14
Agree 40 57
Neutral 07 10
Disagree 10 14
Strongly disagree 3 5
Total 70 100

Q 13

5%
14%
14%
strongly agree
agree
10% neutral
disagree
strongly disagree

57%

Interpretation:

In this study, 14% of the respondents strongly agreed, 57% agreed, 10% were neutral, 14%
disagreed, and 5% strongly disagreed with the above statement

Page 38
Q14. I think Ads of Vmart are creative and sensible.

Responses Respondents Percentage (%)

Strongly agree 15 21
Agree 35 50
Neutral 10 14
Disagree 7 10
Strongly disagree 3 5
Total 70 100

Q 14

5%
10% 21%
strongly agree
agree
14%
neutral
disagree
strongly disagree

50%

Interpretation:

In this study, 21% of the respondents strongly agreed, 50% agreed, 14% were neutral, 10%
disagreed, and 5% strongly disagreed with the above statement

Page 39
Q15.I felt convinced about the ad and bought the product.

Responses Respondents Percentage%

Strongly agree 13 19
Agree 40 57
Neutral 11 16
Disagree 03 04
Strongly disagree 03 04
Total 70 100

Q 15

4%
4%
19%

16% Strongly agree

Agree
Neutral
Disagree
Strongly disagree

57%

Interpretation:

In this study, 19% of the respondents strongly agreed, 57% agreed, 16% were neutral, 4%
disagreed, and 4% strongly disagreed with the above statement

Page 40
Q16. The in-store advertisements of Vmart are effective in influencing my buying decisions.

Responses Respondents Percentage%

Strongly agree 6 9
Agree 47 67
Neutral 11 16
Disagree 03 04
Strongly disagree 03 04
Total 70 100

Q 16

4% 9%
4%

16% strongly agree

agree
neutral
disagree
strongly disagree

67%

Interpretation:

In this study, 9% of the respondents strongly agreed, 67% agreed, 16% were neutral, 4%
disagreed, and 4% strongly disagreed with the above statement.

Page 41
Q17. I think Vmart should increase the awareness about the other forms of advertisements.

Responses Respondents Percentage%

Strongly agree 03 4
Agree 50 72
Neutral 4 6
Disagree 10 14
Strongly disagree 03 04
Total 70 100

Q 17

4% 4%

14%
strongly agree
6% agree
neutral
disagree
strongly disagree
72%

Interpretation:

In this study, 4% of the respondents strongly agreed, 72% agreed, 6% were neutral, 14%
disagreed, and 4% strongly disagreed with the above statement

Page 42
Q18. Brand ambassadors in the ads of vmart influences my buying decision.

Responses Respondents Percentage%

Strongly agree 4 6
Agree 14 20
Neutral 42 60
Disagree 7 10
Strongly disagree 3 4
Total 70 100

Q 18

4% 6%
10%

20% strongly agree

agree
neutral
disagree
strongly disagree

60%

Interpretation:

In this study, 6% of the respondents strongly agreed, 20% agreed, 60% were neutral, 10%
disagreed, and 4% strongly disagreed with the above statement.

Page 43
Q19.The ethical and believable ads of Vmart makes me to shop continuously at Vmart.

Responses Respondents Percentage%

Strongly agree 6 8
Agree 43 62
Neutral 1 2
Disagree 14 20
Strongly disagree 06 8
Total 70 100

Q 19

8% 8%

strongly agree
20%
agree
neutral
disagree
2%
strongly disagree
62%

Interpretation:

In this study, 8% of the respondents strongly agreed, 62% agreed, 2% were neutral, 20%
disagreed, and 8% strongly disagreed with the above statement

Page 44
Q20. The ads of vmart are visually appearing and engaging.

Responses Respondents Percentage%

Strongly agree 25 36
Agree 22 31
Neutral 8 11
Disagree 9 13
Strongly disagree 06 9
Total 70 100

Q 20

9%

13% strongly agree

36%
agree
neutral
11%
disagree
strongly disagree

31%

Interpretation:

In this study, 36% of the respondents strongly agreed, 31% agreed, 11% were neutral, 13%
disagreed, and 9% strongly disagreed with the above statement

Page 45
Q 21.I think that advertisements have forced me to shop more.

Responses Respondents Percentage%

Agree 38 54
Disagree 32 46
Total 70 100

Q 21

46% Agree

54% Disagree

Interpretation:

54% responded Agree while as 46% responded Disagree to the above statement.

Page 46
 CHAPTER 5
FINDIGNS, CONCLUSION
&
SUGGESTIONS

Page 47
Findings:
VMart should create awareness among its customers about their online websites and inform them
that they can also shop online for anything and anytime. Many people are unaware of their online
platforms, so V Mart should make them aware.
VMart should make its customers aware of discounts. Although they send text messages to
customers, it's not enough. VMart should train its employees to provide complete information,
even about minor offers, to their customers.
The employees' lack of communication with the customers sometimes results in customers
leaving the store. VMart should train its employees well, so they can guide customers in making
a purchase decision and communicate with them patiently. Employees should speak with
customers politely, exercise patience even when customers are angry, control their own
emotions, listen to customers with patience, and show sympathy to make customers feel the
importance of their presence.
VMart should increase the range of products and display them in an attractive manner so that
customers don't feel the need to leave the store due to unavailability. The store should provide a
feeling that everything customers need is available here.

Page 48
Suggestions:

1. VMart currently relies on sending direct texts to their customers to communicate about
their offers. However, this method alone may not be sufficient to effectively raise
awareness about their wide range of offerings. To ensure that customers are well-
informed and engaged, Vmart should consider implementing additional communication
channels, such as emails and WhatsApp. By utilizing email marketing, VMart can
deliver detailed information about their latest promotions, discounts, and products,
allowing customers to explore the offerings at their convenience. Incorporating
WhatsApp as a communication channel can enable Vmart to engage in personalized
conversations with customers. They can provide real-time support, address inquiries, and
offer tailored recommendations based on individual preferences. This level of interaction
helps foster a sense of trust and loyalty among customers, leading to increased
satisfaction and repeat business
2. To enhance brand visibility and increase awareness about the attractive offers they
provide, Vmart should strategically implement a range of advertising modes, banners,
and signage both inside and outside their stores. By doing so, they can effectively capture
the attention of potential customers and drive footfall to their outlets
3. Vmart should focus on enhancing awareness about their presence on other platforms,
such as Instagram, Facebook, and their official website, to facilitate online shopping for
customers who reside far from Vmart's physical stores. By doing so, Vmart can provide a
convenient and accessible shopping experience to a broader audience.
4. Employees should interact with customers and should help them in purchase decision-
making, building strong relationships and fostering customer loyalty in the process.
5. Due to the bad behavior of their employees, most of the customers left Vmart, even if
they wanted to purchase the items. As a result, addressing and improving employee
behavior through training and customer-centric initiatives will be essential for Vmart to
retain its customer base and enhance overall customer satisfaction.
6. Showcase positive customer reviews and testimonials within the store. Social proof can
influence purchase decisions and instill confidence in potential buyers.

Page 49
Limitation:
Every effort has been made to ensure that this report is accurate in every way. However, there
were a few unsetting elements that may have influenced the final conclusion. The weakness of
the study have been addressed with sincere efforts are are as follows:
1. The amount of data that has been collected or the amount of information that can be
accessed is limited.
2. The study’s geographical scope was limited to the Srinagar region.
3. Due to time and resource constraints, the sample size for the current study is relatively
small.

Page 50
CONCLUSION
During the internship at V-Mart, close observation and interactions with customers revealed their
commendable overall satisfaction with V-Mart's products, particularly the attractive discount
offers and promotional deals. However, there is room for improvement to capitalize on the
company's potential. Enhancing V-Mart's market presence requires increasing awareness about
its online shopping website and leveraging the power of social media for advertising. Discount
offers and reasonable prices emerged as major driving factors for customer footfall at V-Mart,
contributing to building customer loyalty as patrons revisit the store frequently, drawn by the
prospect of additional discounts on their purchases. These incentives create a delightful shopping
experience, fostering a sense of loyalty among customers. Additionally, V-Mart's successful
practice of offering attractive deals during festive occasions, such as Diwali, Eid, and Christmas,
delights customers and encourages repeated purchases, fortifying their loyalty to the brand.
Customers express contentment with the product range and appreciate V-Mart's hygienic
environment, pleasant lighting, and music system, which enhance the shopping ambiance and
make the experience enjoyable, further solidifying their loyalty.
However, one aspect that requires attention is the display of products. While V-Mart's products
are of good quality, their presentation lacks the captivating appeal needed to attract customers
effectively. Employees often prioritize stock management and routine tasks, overlooking the
importance of creating an attractive display to entice customers. Taking these factors into
account and focusing on enhancing online awareness, leveraging social media, and investing in
eye-catching product displays, V-Mart is poised to flourish as a customer-centric retail leader,
consistently meeting and exceeding customer expectations.

Page 51
BIBLIOGRAPHY

Page 52
 References

● Bansal, A., & Sadhana, R. K. (2020). Impact of advertising on consumer behaviour.

International Journal of Marketing and Technology, 10(5), 20-30.

● Frolova, S. (2014). The role of advertising in promoting a product.

● Dongre, R., & Saini, R. S. Impact of advertisement on consumers’ decision making while
purchasing a two wheeler (A Literature Review). SAGE, 1(1).

● Purbaningsih, Y., Putri, S. E., Bangkara, B. A., Nurofik, A., & Zahari, M. (2022).
Understanding the AIDA Model in Marketing Small Business in the Digital Age:
Opportunities and Challenges. Budapest International Research and Critics Institute-
Journal (BIRCI-Journal), 5(3), 19978-19989.

● Jaggi, S., & Bahl, S. K. (2019). Factors Affecting Consumer Buying Behaviour for
Jewellery. Our Heritage, 67(10), 644-654.

● Ahakwa, I., Yang, J., Tackie, E. A., & Bankole, K. (2021). Exploring the impact of
traditional communication channels on customer purchase decision: a case study of
University Students in Ghana. SEISENSE Business Review, 1(1), 31-44.

● Soniya, K., & Santhosh, R. R. (2018). A study on the role of brand ambassadors in
consumer buying behaviour of soft drink. International Journal of Engineering
Development and Research. IJEDR, 6(3), 11-21.

● Kotler, P., & Armstrong, G. (2015). Principles of Marketing (15th ed.). Pearson

Websites
https://thenextweb.com/contributors/2018/02/25/advertising-digital-age-online-first-future/

https://www.vmart.co.in/

https://www.professionalacademy.com/blogs-and-advice/marketing-theories---explaining-the-
consumer-decision-making-process

Along with online and offline sources, I completed my project based on my knowledge, study,
and experience

Page 53
APPENDICES

Page 54
QUESTIONNAIRE
Q1) Gender.

 Male
 Female
 Other

Q 2) Age.

 Below 18
 18-27
 28-37
 38–47
 Above 47

Q 3) Marital status.

 Married
 Unmarried
 Widow
 Divorced

Q 4) Educational.

 12th standard
 U.g
 P.g
 P.hd
 Illiterate

Q 5) Annual Income.

 0-1 lakhs
 1-4 lakhs
 4-7 lakhs
 7-10 lakhs
 10-13 lakhs

Q 6) I follow v mart on social media platforms.

 Agree

Page 55
  Disagree

Q 7) Which type of ads persuaded you to buy the products.

 Promotion offers
 Discount offers
 Range of products
 All of them

Q 8) Advertisement persuade people buy to buy a product at vmart.

 Agree
 Disagree
Q 9) Advertisement of vmart creates a favorable impression of a product in the minds of
consumers.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q 10) I prefer buying at vmart because the quality of the product matches with the products
displayed in the ads.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q 11) What is your preferred mode of receiving advertisement by vmart.

 Print
 T.V
 Mobile (sms)
 Internet
 All of them

Q 12) I think advertisement is necessary for sale of products in vmart.

 Strongly agree

Page 56
  Agree
 Neutral
 Disagree
 Strongly disagree

Q 13) I think ads of vmart are informative.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q 14) I think of ads of vmart are creative and sensible.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q 15) I felt convinced about the ads and bought the product.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree

Q 16) The In store advertisement of vmart are effective in influencing my buying decision.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

Q 17) I think vmart should increase the awareness about the other forms of advertisement.

 Strongly agree
 Agree

Page 57
  Neutral
 Disagree
 Strongly Disagree

Q 18) Brand ambassadors in the ads of vmart influence my buying decision.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

Q 19) The ethical and believable ads of vmart makes me to shop continuously at vmart.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

Q 20) the ads of vmart are visually appearing and engaging.

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

Q 21) I think that advertisement has forces me to shop more.

 Agree
 Disagree

Page 58