SUMMER TRAINING PROJECT

(NMBA- 035)
ON

A STUDY OF MARKETING STRATEGIES ADOPTED BY

VISHAL MEGA MART AND V MART AT BAREILLY

Submitted in Partial Fulfillment of the Requirement for the Award Of THE

DEGREE OF MASTER

OF BUSINESS ADMINISTRATION

Programme: 2014-2016

Dr. APJ Abdul Kalam Technical University,

Lucknow

SUBMITTED BY:

Kajal

MBA- 3rd SEMESTER

Roll no. 1401470008

Faculty of Management Science

1

Shri Ram Murti Smarak College of Engineering & Technology, Bareilly

Shri Ram Murti Smarak College of Engineering & Technology, Bareilly

(Dr.APJKTU)

Faculty of Management
Science
Certificate
This is to certify that Mr./Ms. KAJAL a regular student of MBA 2014 Batch has undergone
Summer Training in

Vishal Mega Mart (Bareilly)

STUDY OF MARKETING STRATEGIES ADOPTED BY

on the topic of A
VISHAL MEGA

MART AND V MART AT BAREILLY for a period of 6 week commencing from .Date
8/06/2015 to Date......24/07/2015
This Summer Training Project Report embodies the facts and figure collected and interpreted by
him/her during the course of Training.
This Certificate is issued by the undersigned on the basis of the Summer Training Certificate of the
organization in which the student completed the Summer Training during above period.

(Dr. Anant Kumar Srivastava)

Head - MBA

Date:.
Place: Bareilly

DECLARATION
I confirm that the project work that is undertaken by me is an original
and authentic work done by me. This project is being submitted in
partial fulfillment for award of degree of MASTER OF BUSINESS
ADMINISTRATION from SRMSCET BAREILLY.
The content of this report is based on the information collected by me
during my tenure
ADOPTED BY

A STUDY OF MARKETING STRATEGIES

VISHAL MEGA MART AND V MART AT

BAREILLY of the marketing strategies on the basis

of price, brand, quality and after sales service

,customer service

in the region of Bareilly has

been completed own research report.

Kajal
MBA 3RDSemester
3

Roll no:
1401470008

Date

ACKNOWLEDGEMENT
This report which I have presented is not the result of my own labor alone.
There are dozens of supporting hands who helped me all through the
program. It doesn't go without thanking all of those who constantly keep me
on the move. I would like to give heartily thanks of Institute of
Management Studies Bareilly, who have give an opportunity to learn
something practical apart from books by including the in plant training in
our MBA programme.
I express my gratitude thanks to our Head of the Department "Dr.
Anant Kumar Srivastava" who has supported me to complete this
project. My sincere thanks to Dr. Reeta Singh internal guide for guiding
me to work on this project.
I would like to express my sincere thanks & gratitude to external guide "Mr.
Vivek verma " (store manager in vishal mega mart) who has give a good
support to grab the external exposure and to complete a project in brand
factory. I would like to give my sincere token of thanks to all my faculties
relative and friends who have gathered me the wisdom of knowledge. This
work is dedicated to my parents who have support me throughout my
student life..

Kajal
MBA 3rd semester
Roll

no: 1401470008

Date..
EXECUTIVE SUMMARY
Marketing theory and practice has become more and more customer
Centered, and managers have increased their emphasis on long-term client
Relationships because loyalty, stronger relationships and therefore longer
Customer lifetimes likely are associated with a greater degree of crossBuying, a more significant level of transactions and therefore higher profits.
This makes Customer retention rates and customer share of category purchase as
Important metrics in customer relationship management and loyalty programs or
Frequency reward programs. Thus it is important to find out whether these
Loyalty programs are influencing the buying behavior.

Index Part A

Sr. No

Title

Page No.

Origin, Vision & Mission

7-9

Business Profile

10- 13

Functional Area

14-15

Organization Structure

16

Product and Service Range

17-25

Achievements/Recognitions

26-31

SWOT Analysis

38-42

Marketing Strategies

44-46

Part B

Sr. No

Title

Page No.

Introduction, Scope and Objective

47-54

Research Design

55-56

Data Analysis and interpretation

57-76

Findings, Recommendations & Limitations

77-79

Conclusion

80

Annexure

81-83

Bibliography

84

PART A
ORIGININTRODUCTION OF INDIAN RETAIL INDUSTRY
Retail is Indias largest industry, accounting for over 10 per cent of the countrys GDP and
around 11 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 far. However, the
future is promising; the market is growing, government policies are becoming more
favorable and emerging technologies are facilitating operations. Retailing in India is
gradually inching its way toward becoming the next boom industry. The whole concept of
shopping has altered in terms of format and consumer buying behavior, ushering in a
revolution in shopping in India. Modern retail has entered India as seen in Sprawling
shopping centers, multi-storied malls and huge complexes offer shopping, entertainment
and food all under one roof.

EVOLUTION OF THE INDIAN RETAIL SECTOR

Back to the emergence of Kirana stores and mom-and-pop stores. These stores used to cater to the local
people. Eventually the government supported the rural retail and many indigenous franchise stores came
up with the help of Khadi & Village Industries Commission. The economy began to open up in the 1980s
resulting in the change of retailing. The first few companies to come up with retail chains were in textile
sector, for example, Bombay Dyeing, S Kumar's, Raymonds, etc. Later Titan launched retail showrooms
in the organized retail sector. With the passage of time new entrants moved on from manufacturing to
pure retailing.

THE IMPORTANT 3 V's IN THE RETAIL INDUSTRY.

1.
2.
3.

VALUE,
VARIETY &
VOLUME.

SIZE OF INDIAN RETAIL MARKET

India's retail sector is estimated to touch us$ 833 billion by 2013
and us$ 1.3 trillion by 2018, with a compound annual growth rate
(cagr) of 10% - which is quite lucrative. Al these estimations are
due to the fact that the consumer spending has seen a rise of
around 75%, in the past four years. The organized Indian retail
market is slated to grow at a cagr of 40%, touching us$ 107 billion
by 2013. 5% of the Indian retail market is occupied by the
organized retail sector, which is all slated to witness the majority
number of large format malls and branded retail stores. The
increase in the number of such malls would be first seen in south
India, followed by north, west and the east over the coming two
years. Another latest research shows that more than 100 malls
spanning a space of over 30 million sq feet is estimated to open in
India between 2009 and 2010 end. Investment in the organized
retail market would be around us$ 503.2 million in 2009. This
could go further up to us$ 1.26 billion in the next four to five
years, at a cagr of 40%.
India has emerged as the third most attractive market destination
for apparel retailers over the years. In India, apparel is the second
largest retail category and will have a 12-15% growth rate every
year. Apparel, food and grocery is expected to lead the organized
retail sector in India. The Indian retail market has been witnessing
exponential growth with developments taking place not only in

10

major cities and metros but tier-ii and tier-iii cities in India are also
on the focus.

MISSION STATEMENT:We shall deliver everything, everywhere, every time for every Consumer in the most profitable manner.

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.

1.

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.

2.

We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segment- for classes and for masses.

3.

We shall infuse Indian brand with confidence and renewed ambition.

4.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

5.

We shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us
11

COMPANY PROFILE
Founders of Vishal mega mart

MEGA MART.
Mr. amchandra Agarwal
Mrs. Uma Agarwal
Mr. Surendra Agarwal
1. Mr. Ram Chandra Agarwal, (Chairman & Managing
Director) He holds a bachelors degree in
commerce from St. Xaviers College, Kolkata.
2. Mrs. Uma Agarwal,( Executive Director)
She holds a bachelors degree in arts. Mrs. Agarwal
has more than 7 years of experience in the retail
industry. She has been associated with accounts
department of VRP.
Mr. Surendra Kumar Agarwal,( Executive Director)

He holds a bachelors degree in commerce.

Mr.
Agarwal has more than 17 years of experience in
12

the retail industry. He has been associated with

store development and
management at various
locations of VRPL.

13

THE FOUNDERS:-

Mr. Ramchandra Agarwal

Mrs. Uma Agarwal

Mr. Surendra Agarwal

VISHAL MEGA MART

14

VALUE INCREASE

SHIPPING HYPERMARKET AFFORDABLE LOW PRICE

PUNCHLINE:Vishal Retail Ltd, is one of the leading player in the Indian retail industry, is a lead the way in discount
retailing and is focused on tier II and III cities in the country. It has a strong presence in manufacturing
and retailing of readymade garments (apparels) retailing of non-apparels and a large variety of FMCG
products. The company has pan-India presence with 108 mid-sized hypermarket format stores as on April
28, 2008 covering about 2.3mn sq ft retail space area. Vishal is supported by strong manufacturing set-up
in Gurgaon, Dehradun and Manesar with a capacity of 5,000 garment pieces per day in each unit. It also
has 27 warehouses located in 8 key cities in India covering over 1.1mn sq ft area.
Vishal started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a
conglomerate encompassing 117 showrooms in 75 cities / 20 states. Indias first hyper-market has also
been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of
the single largest collection of goods and commodities sold under one roof in India. The group had a
turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra
Agarwal. The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal
2007. The turnover of the company for 09-10 was 1105 crore. The groups prime focus is on retailing.
The Vishal stores offer affordable family fashion at prices to suit every pocket.

EXECUTIVE SUMMARY
15

The Retail Sector is the largest sector in India after agriculture, accounting for over 10 per cent of the
countrys GDP and around 11 per cent of the employment. As an MBA (Retail Management) student I
have done my summer internship in retail store Vishal mega mart, During my training I have done price
gap analysis between Vishal mega mart, VISHAL MEGA MART & V-Mart on non-food category. After
that Consumer perception about Vishal mega mart, ,. According to analysis I observe that customer of the
Vishal mega mart; is not fully satisfied with their services. Because of less variety, assortment, poor
services & unprofessional employees behavior.

16

FUNCTIONAL AREA OF VISHAL MEGA MART

Vishal Mega Mart is one of the fastest growing retail chain in the
country. We are in the expansion phase. The expansion commenced
with Sonipat store last year i.e. Nov'12, and since then we have
added 25 stores to the network.
Job Description
OPERATIONS

Ensure SOP adherence, regular audits & reviews to meet

desired standards.
Ensure all administrative responsibilities are completed promptly
and accurately.
Supervises and coordinates
department of retail store

activities

of

associates

in

Assigns duties to associates and schedule break periods, work

hours, and vacations.
Inspects merchandise to ensure it is correctly tagged and
displayed
Analyze sales and inventory reports.
May be designated according to department managed or type of
merchandise sold as Apps-Department Manager; Non AppsDepartment Manager; FMCG-Department Manager, LPDepartment Manager, Admin- Department Manager, LogisticDepartment Manager.
PEOPLE MANAGEMENT

Responsible for team's development and performance.

Trains associates on Product Knowledge store policies,

17

department procedures, and job duties.

SALES & MARKETING

Coordinating the in-store promotional activities for new releases

& special products.
May sell merchandise & assist sales associates in completing
difficult sales.
CUSTOMER SERVICE

Handle customer grievances and provide solutions

Listens to customer complaints, examines returned

merchandise, and resolves problems to restore and promote
good public relations.

Management Information Systems (MIS)

They have strong MIS

capabilities that
make use of their technological investments to
generate valuable insight for them and help them
in improving their operations,
as well as in
enhancing
their speed of response to
what
the customers want. They are thus able to monitor
their
performance on a day-to-day basis,
across stores, departments and product
categories and
compare the same with other
stores as well as across periods. This helps them
take corrective
action on a timely basis, and
18

optimize their stock. They are currently using

Business Objects to analyze data related to the
buying trends of their loyalty customers.
Following are the table which shows the different
software used by the organization in the
organization activities, for customer transaction &
for employees working in the organization.
1. JDA ERP software

Functional Area: 9
merchandising
evenmerMerchandising
buying,
Merchandising
product
ordering,
Buying,
Receipt
confirmation,
transfer,
Inventory
Stock

Management,
Merchandise
even
Sales
Product ordering ,
Receipt,
Confirmation,
stock
Management
sales
Merchandise event
Comments:
JDAev
is
one
of the leading ERP systems
Merchandising
product
ordering,
Buying,
Receipt
confirmation,
transfer,
Inventory
Stock
Merchandise
Management,
Sales
used by many
retailers for multiple business
models in regards to retailing. The system is fully
integrated and
takes care of the supply chain
19

from a manufacturer to the end customer by using

back-end and front-end systems like MMS
(Merchandise Management System) & Win DSS
(Windows Distributed Stores Systems).
2. Oracle Financial software

Functional Area:

Financial Accounting
Comments:
Completely integrated with their retail
ERP- MMS, allows them to get online
integrated
financials.

3. RAMCO HRMS software

Functional Area:
.
Comments: Their system
supports Personnel
Management, Payroll Management, Employee
Benefits Management, Training Management and
Executive Information.
4. WMS software
Functional Area:
Distribution and Logistics.
20

Comments: WMS enable the space planning and

also integrated SKU
location which
enable
faster picking and putting of merchandising.
5. Arthur Planning software
Functional Area:
.
Comments: An integrated planning and decision
making tool.
6. Microsoft Exchange software

Functional Area:

Comments: Enterprise wide mailing solution.

THE POPULAR BRANDS OF VISHAL MEGA MART ARE:-

Zeppelin

Mens Shirts & Trousers

Fizzy Babe

Ladies & Kids Girls

Kitaan Studio

Mens Shirts & Trousers

Jasmine

Ladies & Kids Girls

Blues & Khakis

Mens Trousers

21

Zero Degree

Kids Boys

Paranoia

Mens Shirts & T-Shirts

Soil

Mens Shirts

Chlorine

Mens Shirts

Massa Bay

Mens Trousers & Bermudas

Fume

Mens Shirts, T-Shirts, Under Garments.

1.APPS
Zeppelin
Fizzy Babe
Kitaan Studio
Jasmine
Blues & Khakis
Zero Degree
Paranoia
Soil
Chlorine
Massa Bay
Bermudas
Fume
Viveza

Men Shirts & Trousers

Ladies & Kids Girls
Men Shirts & Trousers
Ladies & Kids Girls
Men Trousers
Kids Boys
Men Shirts & T-Shirts
Men Shirts
Men Shirts
Men Trousers &
Mens Shirts, T-Shirts,
ladies top, jeans
22

Mavie

Men, s jeans

2.CDIT
Tandem
Sunflame
Usha
Philips
Bajaj
Kenstar
Maharaja
HUL
Prestige

Roti maker
Food processor
juice maker, dry iron
Grinder, dry iron
2 jar juicer mixer, grinder
juicer
2 jar juicer mixer
water filter
electronic rice cooker

3. FMCGBajaj
Wipro
Dabar
HUL
Himalaya
ITC
Godrej
Imlee tree
Gubbara
Coco cola
Mohini

face washg
hand wash
hair oil, honey
Wim, domex, surf exel
scrubs, face wash
mangladeep
good night
fruit jam
aloo bhujiya
orange, uncle chipps,, lays
papad

23

PRODUCTS OF VISHAL MEGA MART

24

VISHAL MEGA MART:PR OD U CTS

FOODMART

Beverage
Cooked Indian
Cooked Chinese
Drinks
Fruits & Vegetables

FOOTWARE
Boys

Girls

Shoes

Slippers

Sandals

Sandals

Ladies

Mens

Shoes

Shoes

Slippers

Slippers

HOUSEHOLD
Acrylic Ware
Dinner Set
Glass Ware
Home Aids
Floor Wiper
Sanitary Brush
Cup
General Plastic Goods
Coffee Mug

Copper
Jug
Thermo Ware
Pressure Cooker
Cooker
Pressure Pan
Tiffin
Electrical App.
Chopper

Steel
Cake Server
Porcelain
Non Stick
Handi
Dosa Tawa
Cup & Saucer
Bone China
Soup Set
25

Bucket
Lemon Set

Microwave Oven
Container

LADIES ACCESSORIES
Personal Items
Cap(LCA)
Socks(Las)

Dessert Set
etc.

Nail Polish
Necklace
Ring

Cosmetics
Lip Gloss

LIFESTYLE
Time Zone
Ladies Wrist Watch
Mens Wrist Watch
Mens Accessories
Belts
Wallets

Optical
Ladies Sun Glass
Mens Sun Glass
Electric & Electronics
Battery(ABT)
Calculator(EEC)

Gifts & Novelties

Flower Vase
Key Chain
Perfume/Deo
Spray
Deo

GARMENTS
MEN
Upper
Shirt Casual
Shirt Formal
Ethnic & Sports

Lower
Jeans(MP)
Cotton- Trouser(MPC)
Winter Wear

Night Suits

Suit(WMC)

T-Shirts

Blazer (WMB)

Dupatta

Windcheater

Sherwani

Jacket

26

LADIES

Upper

Lower

Kurta

Pants Jeans

Skirt Top

Capri

Ethnic

Winter Wear

Nighty

Jackets

Lancha

Stawl

Sharara

Blazer

Salwar Suit

Track Suit

BOYS
Lower Sets

Winter Wear

Jeans

Night Suit

Bermudas

Baba Suit

Blazer

Jacket

Upper
Shirt Formal

Ethnic
Kurta- Pyjama
27

T-Shirt

Sherwani

GIRLS
Lower
Hot Pant

Winter Wear
Hipster Set

Skirt

Jacket

Upper

Ethnic

Tops (GWT)
Frock (GFK)

Sharara
Lancha

INFANTS

Garments

Accessories

Hot Pant

Bed Sheet

Frock

under Garments

Baba Suit

Socks

Winter Wear
Sweater

28

Pull Over

HOME FURNISHING
Drawing Room

Bedroom

Door Mat

Bed Sheet

Carpet

Pillows

Curtains

Pillow Cover

Kitchen

Bathroom

Apron

Bath Mats

Kitchen Napkin

Towel Gift Sets

SPORTS & FITNESS

Indoor games

Outdoor games

Basket Ball

Cricket Bat

T.T. Bat

Football

Boxing Kit

Lawn Tennis

Swimming Costumes

Tennis Racket

Water Ball

Tennis Ball

Fitness Equip.

29

Personal Gym

STATIONERY
School

Office

Paper Mart

Exam Board

Office File

Diary

Clay

Punching Machine

File

Party Stuff
Balloons
Ribbons

TOYS & GAMES

Soft Toys

Dolls

Cycle & Scooters

Musical Toys

Barbie Doll

Cycles

Non-Musical

Other Dolls

Scooters

Board Games

Infant Toys

Video Games

Wooden Blocks

Teether

T.V. Video

Puzzles

Swing Hand

Game

30

TRAVEL ACCESSORIES
Luggages

Portfolio Bags

Suitcase

Shoulder- Bags

Pouch & Cases

Executive -Bag

Waist Pouch

School Bags

ACHIEVEMENTS
GROWTH OF RETAIL IN INDIA:Organized Share of retail sector is expected to increase to 8-9 percent in 2010-11
from 6 percent in 2008.
The Indian retailing market, it is a very fast growing sector. One reason that can be attributed to this rapid
entry of the foreign retail giants is that the Western Countries have reached a point of saturation in their
retail sector. Another reason as already mentioned earlier is the change in the tastes and preferences or the
psychographic of the consumers that is bent in their favour.
Although the retail sector in India contributes to about 10% in the GDP, it is the most underdeveloped
sector in terms of investments that are made in this sector. The organized sector is growing at 25-30 %
per annum.
31

32

GROWTH DRIVERS IN INDIA FOR RETAIL SECTOR

Liberalization of the Indian economy

Increase in spending Percapita Income.

Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating
the convergence of consumer tastes.

Introduction of dual income families also helps in the growth of retail sector.

Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.

Consumer preference for shopping in new environs.

Technology-savvy/Youth population.

Foreign companies' attraction to India is the billion-plus population.

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

CHALLENGES OF RETAILING IN INDIA

The first challenge facing the organized retail sector is the competition from unorganized sector.

In retail sector, Automatic approval is not allowed for foreign investment.

Taxation, which favors small retail businesses.

Developed supply chain and integrated IT management is absent in retail sector.

Lack of trained work force.

Low skill level for retailing management.

Intrinsic complexity of retailing- rapid price changes, threat of product obsolescence and low
margins.

Organized retail sector has to pay huge taxes, which is negligible for small retail business.

34

ORGANIZED RETAIL IN INDIA:The Indian organized retail industry is valued at about $300 billion and is expected to grow to $427
billion in 2010 and $637 billion in 2015. Retail Market India today is the second fastest growing
economy of the world after China. Indian economy will grow larger than Britain's by 2022, Japan by
2032 and by 2050 will become the second largest economy of the world after China. Indian market has
become the most lucrative market for retail investment in the world. Some of the factors which have
contributed to the growth of organized retail in India are: increase in the purchasing power of Indians,
rapid urbanization, increase in the number of working women, large number of working young
population.
Today people look for better quality product at cheap rate, better service, better ambience for shopping
and better shopping experience. Organized retail promises to provide all these. The Industry The various
formats of organized retail are: Hypermarkets: They store products of multiple brands comprising food
items and non-food items. Supermarkets: These are self service stores selling food and personal care
products. E.g.: Departmental stores: Retails branded goods in non-food categories. E.g.: Shoppers Stop.
Specialty Chains: These stores focus on a branded product or a product category. E.g.: Bata Convenience
stores: These are small self service outlet located in crowded urban area. Malls: A huge enclosures which
has different retail formats. e.g.: Nucleus Key players in organized retail are: Pantaloon Retail: It was
started by Kishore Biyani- India's largest retailer. The various formats of pantaloon retail are: Pantaloons,
Big Bazaar, Food Bazaar, Central etc. RPG Retail: Its various formats are: Food World, Music World,
Health & Glow, Spencer's Tata Retail (known as TRENT): Its various formats are: CromaWestsideStar
India Bazaar K Raheja Corp. Group: Shoppers' Stop, Hyper city, Crossword, InOrbit Mall Reliance
Retail Job Opportunities: Retail accounts for 8% employment in the country. In the next 2 years the
sector is set to provide 2.5 lakh job opportunities.

35

UNORGANIZED RETAIL IN INDIA

Unorganized retailing is characterized by a distorted real-estate market, poor infrastructure and inefficient
upstream processes, lack of modern technology, inadequate funding and absence of skilled manpower.
Therefore, there is a need to promote organized retailing.
Facing stiff competition from corporate retail outlets, hawkers and small shopkeepers are not only
witnessing decline in business but also increased harassment and eviction drives. The 400 hawkers and
100 shopkeepers surveyed across five cities by India FDI Watch and Action Aid, about 85% of them said
their business was on a slide. Competition (from corporate retail outlet) was the number one reason cited
by the respondents for the decline of their business.
Shopkeepers have increased their work hours to compete with big retailers. About 60% of hawkers and
64% of shopkeepers are working 10-12 hours per day, while 24% worked for 13 hours or more. Incidents
of extortion and eviction have also increased because of the entry of big retailers, the study pointed out.
45% of those surveyed said the levels of harassment and/or evictions had increased recently.6%said it
was a cause of decline in business.
India FDI Watch also slammed a think-tanks report that says the organized and unorganized sectors can
co-exist. Just because organized retail might grow nationwide does not mean that it will grow and coexist with unorganized retail especially given the anti-competitive practices that corporate retailers are
already employing.

36

COMPANY PROFILE OF V-MART

37

COMPANY PROFILE
A company named varin commercial Pvt. Ltd. Was started on oct-2002 at new Delhi by
two person Mr. lalit Agrawal and Mr. Hemant Agrawal they both are the director of the
company. Head office od this company is situated at new-Delhi. At present in Delhi they
have three stores which as follows

H.O.:
Mayapuri Industrial Area,
Gate No. 1, Phase-II,
New Delhi-64.

Show Rooms:
Bunglow road, Kamla Nagar, New Delhi.
Lajpat Nagar, New Delhi.
Pitum Pura, New Delhi.

Total handling is done by Delhi based office. They had started with only one show room
at Delhi and by the passing of time they were thinking of expansion and had established a
show-room at Ahmedabad that is in Gujarat on 5th oct. 2003 with the store name of VMART at
Broadway business centre,
Law garden corner,
Ahmedabad-Gujarat.
38

The Handling of this region was taken care by Mr. Hament Agrawal. During very short
span of time they had started a new show room in Ahmedabad itself on 25th dec. 2003. at
Fun-Republic,
Sarkhej Gandhinagar Highway,
Nr. ISCON temple,
Ahmedabad.

Recently they had also started one new show room at Rajkot In saurastra in collaboration
with Adani B2C India Limited on 28th Feb.
The management hierarchy followed by this company is as follows

The Director

Manager

Floor In charge

Cashier

Staff-Member

39

For the time period from Oct 2002 to as on today they had touch the turn over near about
12-15 Cr. And had open five new branches. It is a big achievement isnt it. The purchasing
system is totally centralized from Delhi and they are also purchasing locally to fulfill the
local requirement as per the region. The vision of this is to reach at each state by opening
atleast one outlet of V-MART. They mention in their future plan is to follow their slogan
SABSE SASTA SABSE ACHHA and also to satisfy their customer with high level of
customer delight.
In store there is a bar coding system is applicable to each and every item. They
have computerized system for maintaining their inventory. They are having two systems
for maintaining their accountings.
Gini System
Tally
So by the way they have totally six outlets which are
Three at Delhi
Two at Ahmedabad
One at Rajkot
In near future, they are planning to open their outlets again in Gujarat Region at Baroda
and Surat.

40

LIMITATION:Although it would have been nice to conduct a perfect research study, but this study is conducted under
certain limitations, which were faced while doing this research. So it is highly recommended to consider
these limitations while going through the project study.

These limitations are as follows

1. LIMITATION OF DATA
The statistical data regarding the city was not available to us on secondary source of data and to generate
such data on the primary source was a task, which cannot be achieved in such a short time.
2. LIMITATION OF TIME
The limitation of time was another constraint in the study as the study had to be conducted in few months
therefore many aspects have been left unexplored. Locating the target customers is very time consuming.
Research period is not just much enough to know fully about the Price strategies & consumers perception
about Vishal mega mart, Jalandhar-II.
3. INHIBITIONS OF THE RESPONDENTS
The respondents did not reply the question with precision as they were busy with their own work or they
were not interested in taking part in such a research. Employees sometimes feel hesitated while telling
about their view about their marketing strategies.

Other Limitations are:4. Sample size is limited due to the limited period allocated for the survey.
5.
Getting accurate responses from the respondents due to their inherent problem is difficult. They may
be partial or refuse to cooperate.
6.
Respondents may not be interested to give the data.
7.
Sometime respondents are not taking interest in such type of surveys therefore there is chance that
they might be giving wrong information.
8.
The respondents are free from all barriers so he/she can give his/her opinion which may not be true
in many occasions.
41

9. The staff of the Vishal only provides/ communicates the merits of its products.
10. Secondary data is not available of Vishal mega mart,

42

SWOT ANALYSIS

S WO T ANALYS I S

(based on above analysis)

Some of the strengths and weaknesses of Vishal Mega Mart, Model House, Most of the weaknesses &
strengths has been given by customers through to questionnaire..

1. STRENGTHS: Understanding of the value retail segment

43

Logistics and distribution network.

Model Town is neighbor town. And Model town is the richest area.
New or best locations
Private labels
It sells product at cheaper prices also with discount.
Garment sector of the Vishal is much more superior to other retail stores.
It offers wide range of products under one roof.
It is the only store in Modal house, where you can exchange the goods after purchase.

(On

selected items).
The Vishal Mega Mart is situated at the good market place Model house.
It segments on middle and lower middle income groups.

2.

WEAKNESSES: Lack of parking space because parking area is not clean & there has been so many things kept on

that area which is not require.

Slow performance of the Stores.
Employees behavior is not professional.
Lack of cleanness in the store.
Daily customers footfall is very less around 200 to 300 average.
Inexperienced and unskilled management team except managers.
Supply chain management is quite slow.
Information technology systems are not working properly like- CCTV. CEMERAS, PRINTERS &

SCANERS etc.
Layout of the Vishal mega mart - is quite average.
Lighting system in not good. Because many lights are not working in the stores.
In Vishal A.C. sound is very noisily inside the store. Which irritate the customers..
Music system is not good. Because there has been playing two-2 songs at the same time. This makes
noise in the store.
44

Absolutely no brand awareness for the product. (Z-Line).

Need to incorporate many new features as per customer requirement.
Lack of proper extraction of work from staff.
Need to include more assortment & varieties of the same item.
Need to provide more offers/ discounts on FMCG. Here the perception of the people is quite low,
because from my consumer behavior survey I have found out that most of respondents think that
Vishal Mega Mart is not providing good offers/discounts on FMCG in comparison of Big bazaar,
VISHAL MEGA MART, Easy day & V-Mart.

3.

OPPORTUNITIES:

Increasing penetration in the city by leveraging their supply chain, distribution and logistics network
Emphasis on Backward Integration.
Expansion of FMCG.
Increasing customer satisfaction and our base of loyal customers
Continue to upgrade information technology systems and processes
Continue to train employees and seek entrepreneurship from employees.
To increase the customer satisfaction by providing different variety of products.

Z-line (Manufacturing unit of Vishal) if we create the brand image of it. It will get additional sales

in the future.
Coming era is of knowledge and information if we sell our manufacturing unit product through
internet so we can create its brand image + additional sales in future.
There is a boom of retail in future according to current scenario. If Vishal creates brand image of its
Z-line product, so it can give direct competition to the other branded products in future.

45

4.

THREATS:

Independent small stores.

Demographic Changes.
V-Mart, VISHAL MEGA MART, Easy day & Big-Bazaar.
Overseas group entering the market.
Increased competition in the domestic market.
Basti Chowk is hooligan & gangster area. Where is very difficult to run any kinds of retail store.

KEY FINDINGS

Products availability in Vishal mega mart is not up to the mark. Especially in grocery section.
Noisy and unpleasant environment is irritates customer. Air conditioning is not so good.
Discounts and offers doing well in the store.
Product display and signage is average.
Quality in products is average.
Location of Vishal mega mart is good.
Parking facility in Vishal mega mart is not good.
46

MARKETING SRATEGIES OF VISHAL MEGA MAR

Product
47

Vishal Mega Mart off ers a wide range of products which

starts from apparels to food items, footwear to home
furnishing, crockery to sport items, child care products to
toys, watches, drinks etc. There are many in house brands
promoted by Vishal Mega Mart. In pursuance of their
business plan to diversify their portfolio of offerings, FMCG
products play a key role.
Price
Vishal Mega Mart promises its consumers the lowest available pric
e. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is
used as promotional tool. Vishal Mega Mart also caters on Special
Event Pricing (Close to Diwali, Christmas, and New Year
etc.).Selling combo-packs and offering discount to customers. The
combo-packs add value to customer. Through Bundling, they also
reduced the price of the products. In addition toVRPLs strategy to
continue procurement of goods from small and medium
size vendors and manufacturers which leads to cost efficiencies,
VRPL intends to procure FMCG and apparels from low-cost
production centers located outside India. Towards this objective,
VRPLs 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.

48

49

50

Place
Vishal Mega Mart stores are located in 110 cities with more than
180 outlets.
VishalMegaMart has presence in almost all the major Indian cities.
They are aggressive on their expansion plans. VRPL intend to
increase their penetration in the country by setting up new stores
in cities where they already have presence, as also entering into
new areas in the country. In particular, they intend to focus on
expansion in Tier II and Tier III cities. VRPLtarget locations with
good infrastructural facilities such as easy accessibility, provision
for water, electricity, parking, security and other basic amenities.
Promotion

Advertising has played a crucial role in building of the brand. Visha

l Mega Martadvertisements are mainly seen in print media i.e.
newspapers, Television with Tina Parekhas there in advertisement,
and sometime road-side bill-boards. VRPLs category management
system is used to plan promotional schemes. They launch
promotional schemes weekly. Apart from general sales promotion,
the
category
manager
formulates
promotional
plans
for slow movers.
In addition, to promote sales,
they focus on layout of the stores and positioning,
presentation
and display of merchandise, in order to appeal to the customer.

51

 promotion
Promotion
Advertising has played

a crucial role in building of the

brand.
Vishal Mega Mart advertisements are mainly seen in print media
i.e. newspapers, Television with Tina Parekh as there in
advertisement, and sometime road-side bill-boards.
VRPLs category management system is used to plan promotional
schemes. They launch promotional schemes weekly. Apart from
general sales promotion, the category manager formulates
promotional plans for slow movers. In addition, to promote sales,
they focus on layout of the stores and positioning, presentation
and display of merchandise, in order to appeal to the customer.
In addition, VRPL have introduced, in association with SBI
Cards & Payment Services Private Limited, a co-branded credit
card. VRPLs propose to continuously undertake
such initiatives to increase the satisfaction of their customers.
Vishal Mega-mart started many new and innovative cross-sell
and
up-sell
strategies
in
Indian
retail
market.
The
various promotion techniques used at VMM include:-5 Din Ki Maha
Bachat-2 din Ki Maha Loot-Dhan- teras Dhamaal-Great SavingsVishal Mega Mart Gift Voucher Rs. 1000.-25% Off On All Items
Every Month-Discount Offers At Various Festive occasionsGrand Winter Sale 50% &60% discount for 2 days-Paise
Bachao Aandolan 9 Din Ki Maha Loot-Vishal Reward Plus:
Consumers can make purchases at any store and accumulate
points at a central level. These points are redeemable at any of
our stores.-Cross category promotions are now catching up where
discounts are being offered on grocery purchases, redeemable
against purchase of apparel and household products.
people
People
Vishal Retail has been established by Mr. Ram Chandra Agarwal, a
first generation entrepreneur.
52

He has been instrumental in expanding the business from an

apparel store in Kolkata to 82 value retail stores with pan- India
presence.

The salient features of staff of VMM are : Monthly, weekly& daily

sales targets are communicated to the staff & efforts are made to
consistently achieve the set targets.-Employees are motivated to
think out-of-the-box. Retail sector is in growth stage so staffs is
empowered to take innovative steps.-Multiple counters for
payment, staff at store to keep baggage and security guards at
every gate, makes for a customer-friendly atmosphere.
VMM motivates & retains store staff & maintains a positive work
environment. -Well-dressed staff improves the overall appearance
of store.-Strong Recruitment Cell, 2,509 employees joined in
2009.-8500 employee Strength.

Process
Process
VMM adopted the business model as shown in (Figure-9) to
run their activities smoothly.
This process includes four steps as follows: Manufacturing
Capacity;
Strong
Logistics; Products; Retailing The goods'
dispatch and purchasing area has certain salient features which
include: --Multiple counters with trolleys to carry the items
purchased.-Proper display / posters of the place like (Kids Wear,
Grocery, and Stationary etc.).-Home delivery counters to be
53

started soon.-Three Layer Security It deals with the final

deliverable or the display of written facts. This includes the current
system and available facilities.-Infrastructure-Stand Alone
Commercial Building-Clean, Air-conditioned outlet-Equipment
computer, BCR, Desk etc State of Art. Checks.-No. Of Parallel
Billing Counter -Retail Exchange Software
Solution PRIL-Integrated With SAP & ERP.

SALES PROMOTION TECHNIQUES ADOPTED BY

VISHAL MEGA MART

54

55

1. Price-off offer:
Under this offer, products are sold at a price lower
than the original price. This type of scheme is
designed to boost up sales in off-season and
sometimes while introducing a new product in the
market.
Example:
Buy 2 men T-shirts at Rs. 599/- and 1 T-shirt at Rs.
399/- (MRP: Rs.399/T shirt).
Buy 2 men T-shirts at Rs. 749/- and 1 T-shirt at Rs.
499/- (MRP: Rs.499/T-shirt).
Buy 3 men round neck T-shirts for Rs. 399/- (MRP:
Rs.199/T-shirt).
Buy 2 men V neck T-shirts at Rs. 499/- and 1 Tshirt for Rs. 299/- (MRP: Rs. 299/T-shirt).
Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/Tshirt).
Buy 1 woman top and get Rs. 100/- off on the
bottoms.
56

2. Discounts:
Under this, the products are sold at a discounted
price with percentage discounts on the original
price. This type of scheme is designed to boost up
sales in off-season.
Example:
30% off on all
trousers.

the

men formal shirts and

30 % off on all the women formals and casual

outfits.
3. End of season sale:
4. Seasonal offers:
Vishal Mega Mart provides the customers with
various discounts and price-off offers at the stores
and factory outlets on the seasons like winter and
monsoon. This type of scheme is designed to boost
up sales in these seasons.

57

5. Festival offers:
Vishal Mega Mart have come up with festive offer
during Diwali and Christmas by giving away gifts for
purchases that are made at the store for cheaper
price. If you shop for Rs. 4500 you get a
Trolley bag worth Rs. 1299 for Rs. 149 only. If you
shop for Rs. 2400 and above you get a lemon set,
which is said to be imported, worth Rs. 649 for Rs.
99 only.
6. New Year offers:
Vishal Mega Mart offers gifts for purchases that are
make at the store during the New Year for cheaper
price. If you shop for Rs. 3500 you get a Imported
Designer Glass Set for Rs. 249 only.
If you shop for Rs. 2500, you get a 3 nights and 4
days holiday package for a couple on an
International cruise.
.7. Discount Coupons:

58

Vishal Mega Mart offers 25% discount on its large

range of
apparels. The coupon is valid for limited period.
This coupon is valid for 25% off on any product
purchased from
www.vishalmegamart.com
8. Gift Vouchers:
Vishal mega mart Fresh Fashion offers many
vouchers ranging different denominations like
Rs100, Rs.250, Rs.1000 and Rs.2000. These
vouchers are exchangeable with the products by
the
customers at all the Vishal Mega Mart showrooms in
India. The vouchers are a better option rather than
gifts for the employees and customers as they are
not bound for a particular thing to accept. They are
given free choice for choosing better gifts for
themselves by using vouchers.
Vishal Mega Mart vouchers offer a wide range of
products and services for shopping. It has got
coverage in 15 cities including 22 outlets. It thus
offers good gift vouchers to its customers, clients
and sales force also to keep good relationships
amongst each other. The most famous Gift
59

Vouchers by Pantaloons Fresh Fashion

Trendsetters and Connoisseurs Choice.

are

SPECIAL STRATEGIES:1. To minimize retailing cost.

2. Operating:- Fewer staff on the floor; one person for every 500 sq.ft.
3. Minimize the furniture cost.
4. Saving shelf space.
5. Way to deal unsold stock off.
60

6. Todays Price:- Everyday a chosen product is being sold at lower than usual
price.

PART -B
ABOUT RETAILING
1. What is Retail?

The word retail is, in fact, derived from the French word RETAILER, which means
to cut off a piece or break bulk. A retailer may be defined as a dealer or trader who sells
goods in small quantities or one who repeats or relates. Retailing can hence, be
61

considered as the last stage in the movement of goods and or services to the consumers.
put simply, any firm that sells products to the final consumer is performing the function of
retailing .it thus consists of all the activities involved in the marketing of goods and
services directly to the consumers, for their personal, family or household use.

The past century has been witness to many changes occurring in our everyday
world. Industrial and technological growth has made a significant impact on our lives as
consumers. One such industry, which has made a phenomenal impact on our daily lives, is
retail. This industry touches our lives as end consumers, by providing us with the products
or services that we need.

Almost everything we use in our daily lives including the feed we eat, the clothes
we wear, and the things we need for our homes or for ourselves, are bought from retail
stores. Goods are manufactured all over the world but are ultimately sold to us through
these retail stores.

India has already proven its mettle as superpower in the arena of information
technology. The retail industry offers to bloom to the same level if conductive
environment and support is provided it. Indias one billion populations make the country
the second largest in the world in terms of population which is the very basis for
successful organized retailing. We should take heart from the fact that most of the worlds
successful retail stories in the developed as well as developing countries have shaped up in
small towns and villages.

Retailing is a green pasture not just for individuals or companies but also comes
with job opportunities in all aspects of the operations. Professionalisms in retail while still
in its infancy does show some promising future for those keen to make a career in this
fascinating world.

2. What is Retailing?
62

Retailing consists of those business activities, which are involved, in the

sale of goods or services to consumers for their personal, family or household
use. It is the final stage in the distribution process for good and services from
manufacturers to final consumers.

Typical Distribution chain

Source: - Retail Management
By: - Ron Hasty, James Reardon.

Retailing involves
-

Interpreting needs of the consumers

Developing good assortments of merchandise
63

Presenting them in an effective manner so that consumer fined it easy and

attractive to buy.

Retailing differs from marketing in the sense that refers to only those activities, which
are related to marketing goods and/or services to final consumers for personal, family
or household use.

Whereas marketing, according to American Marketing Association, refers to the

process of planning and executing the conception, pricing, promotion and distribution
of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.

Organizational buyers purchase in order to perform a task or sell a product effectively,

efficiently and at a profit. They could be industrial buyers or intermediary buyers.
Industrial buyers are those who purchase goods and services to be used in or to aid
manufacturing process. Intermediary buyers art include street vendors, local
supermarkets, department stores, restaurants, hotels, barbershops, airline and every
bike and car showrooms. Still retailing may or may not involve the use of a physical
location. Mail and telephone orders, direct selling to consumers in their homes and
offices and vending machines all fall within the purview of retailing. In addition to it
, retailing may or may not involve a retailer. Manufacturers, importers, non-profit
firms and wholesalers are acting as retailers when they sell goods and/or services to
final consumers.

Whatever the form of retailing, a retail marketing strategy defines the execution of the
marketing process and facilitation of customer satisfaction. This retail marketing
strategy involves selecting a retail target market (i.e. the carefully/exactly identified
group of final consumer that a retailer sees to satisfy) and then implementing the
corresponding retail marketing mix (i.e. a combination of product, price, promotion
and distribution strategies that will satisfy the retail target market). The table depicts
consumer service as the crux of the whole activity.
64

Retail Marketing Mix.

Product Branding

Price

Packaging

Cost of Goods

Product Design

Business

Assortment

Expenses
65

Services

Gross Margin
Profit

Promotion

Distribution

Advertising

Logistics

Personal Selling

Store Location

Sales Promotion

Site Evaluation

Public Relation

Transportation

Visual Merchandising

Storage of Goods

Source: - Retail Management

By: - Ron Hasty, James Reardon.

The implementation of such a retail strategy mix benefits consumer and producers and
yields economic utility. The same has been explained in detail in Annexure-1.

3. RETAILING IN INDIA

RETAIL SALES

The retail market in India is estimated to be worth around USD 180 billion. It is
Indias largest source of employment in the country after agriculture, employing more than
66

20 million people. The retail industry in India is largely unorganized with small and
individually owned businesses accounting for more than 98% of total retail sales.

There are nearly 12 million retail outlets in India, with a majority of them located
in rural areas. Though India has one of the highest numbers of retail outlets as a
percentage of population in the world, the retail space at 2 sq .ft per capita is amongst the
lowest. There has been a growing shift towards organized retailing in India in recent years.

At present, organized retail in India is estimated to be 2% of the total retail sales.

Experts have predicted high growth in organized retailing and some have projected
organized retail to grow by 30% until 2005.

Recent years have seen the entry of several new players in the retail industry;
chains such as Westside, Shoppers Stop, Food world, Crossroads, Wills Lifestyle and
Lifestyle have been establishing themselves in the retail market. In addition several of the
existing players such as Nilgiris and Subhiksha, have been focusing on expanding their
operations. With per capita incomes rising and disposable income rising too, retail
industry is likely to witness high growth. Established retail brands, due to their image of
consistent quality and service, may be the most from these trends.

67

OBJECTIVES

OBJECTIVES:-.
1.
2.
3.
4.

To understand marketing strategies of Vishal mega mart and V-Mart.

To compare the pricing strategy of -Vishal mega mart and V Mart.
To analyze the customer satisfaction level of Vishal mega mart & V-Mart.
To know the people perception towards promotional strategies of vishal mega mart & v- mart.

68

RESEARCH METHODOLOGY
RESEARCH METHODOLOGY:Research Methodology is a way to systematically solve the research problem. When we talk to research
methodology we not only talk of research methods but also consider the logic behind the method we use
in the context of our research results are capable of being evaluated either by researcher himself or by
other. The purpose of this section is to describe the methodology carried out to complete the work. The
methodology plays a dominant role in any research work. The effectiveness of any research work
69

depends upon the correctness and effectiveness of the research methodology. This section deals with
research design used, data collection, methods used and sampling methods used.

MY RESEARCH DESIGN
I have chosen descriptive research design for my study because I am interested in knowing the consumer
perception about Vishal mega mart,. To accomplish the predefined objectives of the research, descriptive
research design is used to collect the require information from the sources.

TYPE OF RESEARCH
(DESCRIPTIVE RESEARCH) The main goal of this research is to describe the data and
characteristics about what is being studied. The idea behind this type of research is to study frequencies,
averages, and other statistical calculations. Although this research is highly accurate.

TYPE OF DATA
1.

PRIMARY DATA

The primary data is that which details we collect from the market and also used first time in the
research. So in this research we collect data very first time from customers which are totally fresh.

2.

SECONDARY DATA SOURCE

Companies Broachers

Companies Website

70

Internet.

Magazines, journals, pamphlets, advertisements, newspapers & articles etc.

Websites like scribd.com & proquest.umi.com.

The purpose of using the secondary data is to increase the accuracy of analysis.

DETAILS OF RESEARCH:-

METHOD USED
Data used:
Instrument used:
Sample size:
Data Analysis Tools:
Type Of survey:

SURVEY METHOD
Both Primary & Secondary
Structured Questionnaire
100
column, bar & area charts
Interview

71

DATA ANALYSIS

PRICE GAP ANALYSIS (NON FOOD ITEMS):-

PRICE GAP BETWEEN VISHAL MEGA MART & V-MART:Sr.No. ITEMS

1
2
3

VIM
PANTEENE
TIDE

VISHAL

V.MART

RELIANCE FRESH

64

63.7

60

199

190

174

220

210

199

72

COLGATE (FRESH
ENERGY)

VATIKA
HEAD & SHOULDER
PRIL

5
6
7

66

55.4

53.9

85

85

70

129

120

120

72

72

64

Mean:The simple mathematical average of two or more numbers. Through to this calculation we can know the
average price gap between Vishal Mega Mart, , &V-mart, ,

ITEM NO. 01 (VIM-BAR):VIM-BAR

DIFFERENCE
0.3

V-MART

VISHAL MEGA MART

TOTAL

X =

4.03

MEAN= Xn
MEAN=4.32= 2.015 ANS.
73

ANAYSIS: This observation shows that VIM-BAR price gap is 2.015. VISHAL MEGA MART is selling Vim-Bar 60
Rs. This is cheapest rate as compare Vishal mega mart & VISHAL MEGA MART.

ITEM NO. 02 (PANTEENE)

PANTEENE

DIFFERENCE
9

V-MART

25

VISHAL MEGA MART

X = 34

TOTAL

MEAN= Xn
MEAN=342= 17 ANS.
ANALYSIS: This observation shows that Panteene Shampoo price gap is 17 Rs. But this is not good symbol for Vishal
mega mart because other stores selling same product cheapest price. Vishal mega mart selling Panteene
Shampoo 199 Rs., VISHAL MEGA MART 174

Rs & V-Mart 190. This shows that there is immense

price difference between all stores. And bad thing is this Vishal is that store who is selling very costly as
compare other competitors.

ITEM NO. 03 (TIDE)

TIDE(4kg)
V-MART
VISHAL MEGA MART

DIFFERENCE
10
21
74

TOTAL

X = 31

MEAN= Xn
MEAN=312= 15.50 ANS.

ANALYSIS:This observation shows that TIDE (4kg) price gap is 15.50 Rs. This is also big defferecial price. And
there is also Vishal mega mart is costly store as compare others stores.

ITEM NO. 04 (COLGATE WITH FRESH ENERGY):COLGATE WITH FRESH ENERGY

V-MART
VISHAL MEGA MART
TOTAL

DIFFERENCE
0.6
2.1

X = 2.7

MEAN= Xn
MEAN=2.72= 1.35 ANS.
ANALYSIS:75

This observation shows that Colgate with fresh energy product price gap is 1.35 Rs. This is quite good
average as compare other stores.

ITEM NO. 05 (VATIKA SHAMPOO):VATIKA SHAMPOO

DIFFERENCE

V-MART

0.00
15

VISHAL MEGA MART

X = 15

TOTAL

MEAN= Xn
MEAN=152= 7.50 ANS.
ANALYSIS:This observation shows that Vishal mega mart & V-Mart stores selling Vatika Shampoo at same price.
But VISHAL MEGA MART is giving 15 Rs less price as compare Vishal & V-Mart. But Vishal mega
mart & V-Mart are selling vatika shampoo with gulabari free so price gap is not a big deal. And Price gap
is 7.50.

ITEM NO. 06 (HEAD & SHOULDER):HEAD & SHOULDER

V-MART
VISHAL MEGA MART
TOTAL

DIFFERENCE
9
9

X = 18

76

MEAN= Xn
MEAN=182= 9 ANS.
ANALYSIS:This observation shows that price gap is 9 Rs. V-Mart & VISHAL MEGA MART are selling at same
price 120 Rs. But bad thing is this Vishal mega mart is selling at Rs. 139. Which is costly as compare
other stores..

ITEM NO. 06 (PRIL):PRIL

V-MART
VISHAL MEGA MART
TOTAL

DIFFERENCE
0.00
8

X = 8

MEAN= Xn
MEAN=82= 4 ANS.
ANALYSIS:This observation shows that price gap is 4 Rs. V-Mart & Vishal mega mart are selling at same price 72 Rs.

But bad thing is this VISHAL MEGA MART is selling at Rs. 64.

77

QUESTIONNAIRE ANALYSIS BASED UPON CUSTOMER PERCEPTION & STRATEGIES ABO

ABOUT VISHAL MEGA MART& V-MART

1.
(a)

How often do you visit Vishal mega Mart.?

Once [ ] (b) twice [ ] (c) Thrice [ ] (d) More (please specify)

Once

24

Twice

30

Thrice

16

More

30

Total

100

ANALYSIS:The observation shows that 30 % of people out of 100 customers surveyed used to come in Vishal mega
mart on twice & more than four times which shows that local customer in Vishal mega mart used to come
so many times. Because many families used to come and purchase their home care products & so many

78

things. And only 24 % & 16% prefer to go once & thrice time. Overall we can say that in Vishal mega
mart is a family store. Where they can get everything whatever they want to purchase.

2.

How much money do you usually spend on Vishal Mega Mart in a month?

(a)

0 to 2000

[ ]

(b) 2000 to 5000

[ ]

(c) 5000 to 8000 [ ] (d) More than 8000 [ ].

o to 2000

42

2000 to 5000

36

5000 to 8000

14

More than 8000

Total

8
100

79

ANALYSIS:42 % of people spend their money or mostly people used to spend their money (0 to 2000 Rs). And 36%
customers spend 2000 to 5000 Rs. In Vishal mega mart which shows that people mostly spend their
money up to 5000 Rs. 14% customer is there who spend 5000 to 8000 Rs. In Vishal Mega Mart store..and
8% customer who spend more than 8000 Rs in Vishal store.
.
3.
(a)

With whom do you usually come with?

Alone

[ ] (b) with friends [ ] (c) with family [ ] (d) other (plz specify).

Alone

12

With Family

56

With Friends

28

Others
Total

4
100

ANALYSIS:The observation shows that 56 % of customer used to come with their family. And 28% customers are
there who comes with friends. And there are so less customer who used to come alone & with others
because its family store and young and one customer try to avoid coming in Vishal Mega Mart.
4.

Do you come in Vishal Mega Mart?

80

(a)

Casual

[ ]

(b) Planed

[ ]

casual

40

planed

60

Total

100

ANALYSIS:The observation shows that 60 % of customer come with planning in vishal.Because its family store so
family make plan that when they have or should go for purchase in Vishal mega mart. And 40%
customers are there who comes casually.

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5.

What features you considers when you purchase in Vishal Mega Mart. please give the rank.

(A)

PRICE

GOOD
VERY GOOD

58
0

AVG.

38

POOR

VERY POOR

TOTAL

100

ANALYSIS:The observation shows that 58 % of customers think that price of Vishal mega mart is good & 38% think
that its average price. But bad thing is that according to survey there is not even one customer who give
very good rank for Vishal price as well as poor rank. But 4% customer is also there who give the rank
very poor. This shows that its price is not reasonable.

82

(B)
GOOD
VERY GOOD

PRODUCT QUALITY
36
2

AVG.

58

POOR

VERY POOR

TOTAL

100

ANALYSIS:According to this analysis 58% customer think that its product quality is Average & 36% customer think
that quality is good. Maximum no. of customer feels that its product quality is nice as per the
requirement. 2% customers think that its product quality is very good as well as very poor. And 4% think
that its poor quality product. Overall survey shows that its Vishal mega mart has nice product quality.

83

(C) VARIETY
GOOD
VERY GOOD

16
0

AVG.

60

POOR

22

VERY POOR
TOTAL

2
100

ANALYSIS:Observation shows that 60% of customers are there who think that in Vishal mega mart variety of the
product is Average & 22% customer think that variety is poor. 16% said that variety is good and 2%
customer is also there who think that variety is very poor. So according to this survey I can say that if
they wanted to increase their sale volume in future they need to maintain good variety of the product then
they can increase their sale.

84

(D)

OFFER

GOOD
VERY GOOD
AVG.
POOR
VERY POOR
TOTAL

56
12
28
4
0
100

ANALYSIS:Observation shows that whatever offers Vishal mega mart offer which is good. That is why 56%
customers think that offer is quite good as compare other retail stores. and good thing is that there is not
even one respondent who give very poor rank for Vishal mega mart offers. And 28% respondent think
that its offers is Average.12% customer think that offer is very good & 4% think that poor. Overall I can
say that its good result of this question or survey.

6.

How is the behavior of staff members of Vishal Mega Mart?

85

STAFF BEHAVIOR
GOOD
VERY GOOD
AVG.
POOR
VERY POOR
TOTAL

34
4
44
12
6
100

ANALYSIS:This observation is based upon Vishal mega mart employees. Its quite flabbergasted survey which show
that behavior of the employee is not up to the mark or not professional. That is why 44% of respondent
think that employees behavior is not professional. They are not well for their duty. 12% respondent think
that poor staff behavior & 6% respondent think that Vishal mega mart employees behavior in terms of
professional ( talking style with customer mainly in FMCG section) is very poor which is very bad for
organization image. But some of the employees are very good that is why 4% customer gives them very
good rank as compare other.

CUSTOMER PERSONAL INFORMATIONS:-

86

(A)

Address

In Bareilly

92

Outside bareilly

Total

ANALYSIS:This observation show that many no. of customer used to come in Vishal mega mart is local customer.
92% customer used to come from Bareilly city. And 8% customer is hare they are not from local city.

(A)

Age

18-25

32

26-30

30

31-35

22

36-40

41-50

>50

Total

100

87

ANALYSIS:Observation shows that 32% & 30% customers are young population between 18-25 & 26-30 age group
who used to come in store approximately. 22% from 31-35 age group. 8% & 8% are 36-40 & 41-50 age
group. And there is no customer who is more than 50 years old. So I can say that very young customer
used to come in Vishal mega mart.. This is good for store.

(B)

Income

5000-10000

22

11000-20000

38

21000-30000

10

31000-40000

More than 40000

N.A.

26

Total

100

88

ANALYSIS:This observation shows us which category or class customers actually come in Vishal retail store.
According to the survey I can say that maximum lower middle class customer used to come in Vishal
retail store. 22% customers income is 5000-10000 Rs. 38% customers income is 11000-20000 Rs. And
10% customer income is 21000-30000 Rs. And 2-2% customer income is 31000-4000 Rs. & more than
40000 Rs. 26% customers is here who doesnt have any income like student & children etc.

(C)

QUALIFICATION

10th

10

12th

20

Graduate

44

P.G.

18

Diploma

89

other

Total

100

ANALYSIS:Basis of this observation we come to know that which kinds of customer actually come in store.
According to this survey we come to know that maximum no of customers is Graduate 44% who used to
come in Vishal. 18% is post graduate, 20% 12 th & 10% metrics pass customers. Overall we can say that
in Vishal mega mart maximum no. of customer used to come is literate. This is good for them. Because
they understand the organized retail concept.

90

KEY FINDINGS-

Products availability in vishal mega mart is not up to the mark .

Noisily and unpleasant environment is irritates to customer.
Air conditioning is not so good.
Product display and signage is average.
Quality in products is average.
Location of vishal mega mart is good.
Need to improve music system in proper manner.
Security of vishal mega mart is not up to mark.
Cleanliness and hygiene maintained in the store is not up to mark.
Discount and offers doing well in the store.

LIMITATIONS

Sample size is limited due to the limited period allocated for the survey.
91

Getting accurate response from the respondents due to their inherent problem
is difficult .

Respondents may not be interested to give the data.

Secondary data is not available of vishal mega mart.

The staff of the vishal only provides

SUGGESTIONS:-

92

Company need to spend a lot on advertising and promotion to create brand image of its product

(Z-LINE).

Make frequent advertisements in both print and electronic media.

Making stalls in corporate melas like trade fair, maybe beneficial to create brand image of its

product
Need to provide additional offers and discounts as per customer requirements.
Need to include varieties of similar item.
Provide more discounts on FMCG.
Provide better customer service.
Maintained proper display to create impulse. (It is assumed that near about 70% sales comes from

impulse marketing and if proper display is not maintained impulse cannot be created).
Better if we provide filtered information about Vishal Mega Mart.
Customer facility should always be under watch.
Store should provide free home delivery facility.
Company should ensure that quality and quantity of the commodity is accurate.
Company should provide regular training to their staff and aware him with the modern technique of

selling and customer dealing.

To be improved the parking facility.
Need to include varieties of similar item.
Provide more discounts on FMCG.
Music which creates a environment should be soft and play only one music in the store.
Cleanness and hygiene should be maintained regularly.
Display is very important in store so display should be improved.
Proper signage should be there so that customer can locate the products easily.
Proper packaging and provide contrast labeling in displays of product.
There is a long delay at the billing payment counter mainly because of less number of billing
machines.

CONCLUSION:After completing this research I come to know that Vishal Mega mart is ahead of Easy Day .and VISHAL
MEGA MART, & V-Mart Retail in terms of sales. Only Big Bazaar & Easy Day - is ahead of Vishal
Mega Mart because of its prime Location and higher product range. . But there are few areas where
93

Vishal, malls needs amendments and these suggestions are mentioned in these malls. Advertising is an
important factor of getting sales promotion.

In the research we found that Indian retail industry is very

complicated in nature because the taste and preferences of the
customers vary a lot in nature. The customers are very choosy in
nature; they are not ready to compromise with their requirements.
The customers have lots of option related to the choices. There are
many competitors in the retail industry. So the sales and
promotion activity of the company is the only tool to attract the
customers.
In the study we found that Vishal Mega Mart is one of the most
successful retail stores in India.
They apply various methods of sales and promotion. They apply
most of the tools on weekly basis. They also keep on changing the
methods regularly. They do so because they know that if they have
to sustain in the market will need to give their customers always
something new.

94

ANNEXURES:

CONSUMER BEHAVIOR & MARKETING STRATEGIES ABOUT VISHAL

MEGA MART & V-MART
1. How often do you visit vishal mega mart?
(a)

Once [ ]

(b) twice [ ] (c) Thrice [ ] (d) More (please specify)

2. How much money do you usually spend on Vishal Mega Mart in a month?
(a) 0 to 2000 [ ] (b) 2000 to 5000 [ ] (c) 5000 to 8000 [ ] (d) More than 8000 [ ]
3. With whom do you usually come with?
(a)Alone

[ ] (b) with friends [ ] (c) with family [ ] (d) other (plz specify).

4. Do you come in Vishal Mega Mart?

(a)Casual
[ ]
(b) Planed
[ ]
5. Do you like the discount facilities of vishal mega mart?
(a) Yes
(b) No
6. Are you agree with promotional strategies of vishal mega mart or v- mart?
(a) Vishal mega mart
(b) v-mart
(c) big bazaar
7. Are you agree with price of products of vishal mega mart?
(a) Yes
(b) No
(c) Average
8. Are you satisfy from customer service of vishal mega mart?
(a) Yes
(b) No

Q9 ) Apart from Vishal Mega mart where else do you shop?

(a)Big Bazar
(b)Subhiksha

(c) Globus
(d) Local Markets
95

10) from which source of advertisement have you heard about Vishal mega mart
(a)Magazine TV
(b)Local newspaper Social networking/visual
(c)Relatives/friends Other
Q11) How much rating will you give to this store?
(a)Below Average
(b)Average
(c)Good
(d)Excellent

12) Are you satisfied with the customer service of V- mart?

(A) Yes
(b) No

1.

What features you considers when you purchase in Vishal Mega Mart. please give the rank.

ATTRIBUTES

VERY GOOD

GOOD

AVERAGE

POOR

VERY POOR

PRICE
PRODUCT QUALITY
VARITY
OFFERS

96

2.

How is the behavior of staff members of Vishal Mega Mart?

VERY GOOD
3.

GOOD

AVERAGE

POOR

VERY POOR

Give your suggestion.

____________________________________________________________________________________________
_____________________________________________________________

4.

CUSTOMER PERSONAL INFORMATIONS:-

1.

Name: -

2.

Address: -

3.

Phone No.

4.

Age (in year):-

.
.
.

18-25
5.

26-30

31-35

36-40

41-50

>50

Income

5000-10000
6.
(a)

Qualification
10th [ ] (b) 12th [ ]

11000-20000

(c) Grad.

[ ]

21000-30000

31000-40000

(d) PG. [ ] (e) Diploma

> 41000

[ ] (f) Other

BIBILIOGRAPHY
REFERENCES
BOOKS REFERRED:

Retailing Management
Pradhan, Swapna

97

The Art Of Retailing

Lamba, A.J.

ARTICLES REFERENCES
Knight Ridder Tribune Business News. Washington: Jul 29, 2009. pg. 1
Business line. Chennai: Jun 24, 2009. pg. 1
Knight Ridder Tribune Business News. Washington: Jul 21, 2010. pg. 1

WEB SIDES REFERENCES.

1.

http://www.fibre2fashion.com/industry-article/free-retail-industry-article/indian-retail-industry-itsgrowth-challenges-and-opportunities/indian-retail-industry-its-growth-challenges-and-

2.

opportunities7.asp
http://business.mapsofindia.com/india-retail-industry/indian-organized-retail-market.html

98

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