Project Report

On
Customers preference
towards
Vishal Mega Mart
Product
at
Vishal Mega Mart
Mathura Road Store

Prepared for:
Mr. Kapil Sharma
Business Owner Unit
Vishal Mega Mart(Mathura Road, ew !elhi"


Prepared by:
MUNIS JAH
MAYANK AGARWAL
AKASH ARORA
Summer Trainee,
Vishal Mega Mart (Mathura Road, New Delhi)

Acknowledgement
This is a matter of great pleasure for me that I am doing this project for
one of the growing retail company. The company Vishal Retail Ltd is run by
first generation entrepreneur Mr. Ram Chander ggarwal! who is a source of
inspiration for many peoples who want to be successful in business.
I am than"ful to Mr #apil $harma%&.'.() for gi*ing me sincere
feedbac" through this project.
I am also than"ful to all the staff members and my seniors for gi*ing
me *aluable inputs regarding the project.
t last! I would li"e to than" lmighty without whom blessing this
report wouldn+t ha*e been ta"en the earth.
MUNIS JAH
MAYANK AGARWAL
AKASH ARORA
Summer Trainee,
Vishal Retail Ltd.
Table of Content
S!CTION"#
1. Acknoled!ement""""""""""""""""""""..#
$. %ntroduction about %ndian Retail"""""""""""""".&
S!CTION"$

1.'ompany Profile""""""""""""""""""""(
$. Top )ana!ement at Vishal Retail"""""""""""".*
#. Product 'ate!ories in Vishal"""""""""""""."+,1-
.. /rands in Vishal""""""""""""""""""""11

S!CTION"%
1. 'ustomer0s preference toards Vishal )e!aart Product
""""""...11,$&
$. 2or 3ffecti4e %mplementation of Loyalty Pro!ram"""$(
#. /iblio!raphy""""""""""""""""""".$*
INTRODUTION O! INDIAN R"TAI#
W&at i retailin'(
Retailing is the interface between the producer and the indi*idual
consumer buying for personal consumption. This e,cludes direct interface
between the manufacturer and institutional buyers such as the go*ernment
and other bul" customers.
retailer is one who stoc"s the producer+s goods and is in*ol*ed in the
act of selling it to the indi*idual consumer! at a margin of profit. s such!
retailing is the last lin" that connects the indi*idual consumer with the
manufacturing and distribution chain.
The retail industry in India is of late often being hailed as one of the
sunrise sectors in the economy. T #earney! the well-"nown international
management consultancy! recently identified India as the .second most
attracti*e retail destination+ globally from among thirty emergent mar"ets. It
has made India the cause of a good deal of e,citement and the cynosure of
many foreign eyes. /ith a contribution of 012 to the national 345 and
employing 62 of the total wor"force %only agriculture employs more) in the
country! the retail industry is definitely one of the pillars of the Indian
economy.
T$" INDIAN %"NARIO
Trade or retailing is the single largest component of the ser*ices sector
in terms of contribution to 345. Its massi*e share of 762 is double the figure
of the ne,t largest broad economic acti*ity in the sector.
The retail industry is di*ided into organi8ed and unorgani8ed sectors.
(rgani8ed retailing refers to trading acti*ities underta"en by licensed
retailers! that is! those who are registered for sales ta,! income ta,! etc. These
include the corporate-bac"ed hypermar"ets and retail chains! and also the
pri*ately owned large retail businesses.
'norgani8ed retailing! on the other hand! refers to the traditional
formats of low-cost retailing! for e,ample! the local kirana shops9 owner
manned general stores! paan5beedi $hops! con*enience stores! handcart and
pa*ement *endors! etc.
'norgani8ed retailing is by far the pre*alent form of trade in India :
constituting ;62 of total trade! while organi8ed trade accounts only for the
remaining 72. <stimates *ary widely about the true si8e of the retail business
in India. T #earney estimated it Rs. 1! ==!=== crores and poised to double
in >==?.> (n the other hand! if one used the 3o*ernment+s figures the retail
trade in >==>-=7 amounted to Rs. 7! @>!=== crores. (ne thing all consultants
are agreed upon is that the total si8e of the corporate owned retail business
was Rs. 0?!=== crores in 0;;; and poised to grow toRs.7?! === crores by
>==? and "eep growing at a rate of 1=2 per annum.
5resently the total retail mar"et in India is A77=bn%'$ dollar) which
will become A1>6bn %'$ 4ollar) in>=0=.

OM&AN' &RO!I#"
VI$BL is the sincere result of Mr. Ram Chandra garwal. Ba*ing
just one store in 0;@C in #ol"ata %erstwhile! Calcutta) is today a
conglomerate encompassing ()* $howrooms in +( cities D ,) states. Vishal
has also opened India+s first hypermar"et for the Indian consumer. $ituated in
the national capital 4elhi this store boasts of the singe largest collection of
goods and commodities sold less than one roof in India.
The group had a turno*er of Rs- (./0-(, million for fiscal >==?! under
the dynamic leadership of Mr. Ram Chandra garwal. The group had of
turno*er Rs >@@1.17 million for fiscal >==C and Rs- /),/-*0 million for fiscal
>==6
T&e 'rou)* )&iloo)&+ i inte'ration an, to-ar, t&i en, &a
initiate, ba./-ar, inte'ration in t&e fiel, of &i'& fa&ion b+ ettin' u) a
tate of t&e art manufa.turin' fa.ilit+ to u))ort it retail en,ea0or1
Vishal is one of fastest growing retailing groups in India. Its outlets
cater to almost all price ranges. The showrooms ha*e o*er 6=!=== products
range! which fulfills all your household needs! and can be catered to under
one roof. It i .o0erin' about $234$4$"la. 51 ft1 in #6 tate a.ro In,ia.
<ach store gi*es international Euality goods and prices hard to match. The
cost benefit that is deri*ed from the large central purchase of goods and
ser*ices is passed on to the consumer.
Vishal Mega Mart is one of India+s fastest growing retail chains. The
chain currently has 0=@ company stores in >= states D 67 cities in India. The
Vishal brand is "nown for great modern style for men! women and children.
Vishal offers high-le*el fashion styling. $ince (12/, our name has 3een
s4non4mous with 5ualit4, 6alue and 7ashion integrit4. /e offer an
unparalleled collection of clothes for the entire family. <ach garment is hand
selected for Euality and contemporary styling. Vishal manufactures majority
of its own garments and out sources some under its direct Euality super*ision.
This enables us to offer the lowest possible and most reasonable prices.
Its goal is to pro*ide a range of fashion wear to suit e*ery poc"et. The
product mi, represents the most current fashion trends in tops! bottoms!
formals and accessories for men! women and "ids. The courteous staffs at
store ensure that consumers get a perfect fit.
!ounders o7 Vishal

Mr- Ram handra Agarwal Mrs- Uma Agarwal Mr- %urendra Agarwal
To8 Management at Vishal Retail #td
Mr. Ram Chandra garwal 9 Chairman FManaging 4irector
Mrs. 'ma garwal 9 <,ecuti*e 4irector
Mr. $urendra garwal 9 <,ecuti*e 4irector
Mr. Lalit #umar 9 5resident! Vishal Retail Ltd
Mr. Venu 3opal 9 Bead! Retail (peration
Mr. 4ic"y Malhotra 9 Vice 5resident! GFV
Mr. Raji* Hindal 9 Category Bead! Technomart
Mr.Manshu Tandon 9 Iational Manager! GMC3 (peration
Mr. $unil Berawat 9 Category Bead! Ion-apparel
Mr. 4ipu 3upta 9 Category Bead! pparel
&roduct ategories, which is dealt 34 Vishal
Good Mart %GMC3)
Gootwear-Men+s! Ladies! 3irl! &oys
$ports and fitness
Men+s :<thnic! 'pper! Lowers! $ports! $aree+s
/omen+s-'pper! <thnic! winter wear! Cosmetics! 5ersonal Items
Ladies ccessories
#ids &oy F #ids 3irl
3ames and Toys
Lifestyle
Techno mart
$tationary
Tra*el ccessories
Bouse hold goods
Bome ppliances
Products 'ate!ories
Men:s
U))er
$hirt Casual
$hirt Gormal
Lo-er
Heans
Cotton Trouser
!t&ni. 7 S)ort
Iight $uits
T-$hirts
4upatta
Winter Wear
$uit
&la8er
/indcheater
;omen:s
Saree
Gancy %$RG)
$ynthetics
&anarsi
8eronal Item
Cap %LC)
$oc"s %Las)
Je-eller+
Iec"lace
Ring
Cometi.
Lip 3loss
Iail 5olish
#ADI"% A"%%ORI"%
U))er
#urta
$"irt Top
Lo-er
5ants Heans
Capri
!t&ni.
Iighty
Lancha
Winter Wear
Hac"ets
$tawl
$harara
$alwar $uit
&la8er
Trac" $uit
IN!ANT%
Garment
Bot 5ant
Groc"
&aba $uit
A..eorie
&ed $heet
'nder 3arments
$oc"s
;inter ;ear
$weater
5ull (*er
<ID% =O'%
Lo-er
Heans
&ermudas
4ungries
Set
Iight $uit
&aba $uit
Winter Wear
$uit
&la8er
Hac"et
U))er
$hirt Gormal
T-$hirt
!t&ni.
#urta- 5yjama
$herwani
<ID% >IR#%
Lo-er Set
Bot 5ant
$"irt
Iight $uit
Capri $et
Winter Wear
Bipster $et
&la8er
U))er
Tops
Groc"
!t&ni.
$harara
Lancha
$ome !urnishing
9ra-in' Room
4oor Mat
Carpet
Curtains
:e,room
&ed $heet
5illows
5illow Co*er
Kit.&en
pron
#itchen Iap"in
:at&room
&ath Mats
Towel 3ift $ets
$OU%"$O#D
A.r+li. Ware Co))er
9inner Set Ju'
$teel
Ca"e $er*er
Bome ids
Gloor /iper
$anitary &rush
8reure Coo/er
Coo"er
5ressure 5an
Non Sti./
Bandi
4osa Tawa
General 8lati. Goo,
Coffee Mug
&uc"et
!le.tri.al A))1
Chopper
Microwa*e (*en
:one C&ina
$oup $et
4essert $et
Gla Ware
Cup
Lemon $et
T&ermo Ware
Tiffin
Container
8or.elain
Cup F $aucer
LI;!STYL!
Time <one
Ladies /rist /atch
Men+s /rist /atch
O)ti.al
Ladies $un 3lass
Men+s $un 3lass
Gift 7 No0eltie
Glower Vase
#ey Chain
Men* A..eorie
&elts
/allets
!le.tri. 7 !le.troni. Item
&attery
Calculator
8erfume=9eo
$pray
4eo
TOYS 7 GAM!S
Soft To+
Musical Toys
9oll
&arbie 4oll
Ion-Musical (ther 4olls
C+.le 7 S.ooter
Cycles
$cooters
:oar, Game
/ooden &loc"s
5u88les
Infant To+
Teether
$wing
>i,eo Game
T.V. Video 3ame
Band Video 3ame
%TATIONAR'
S.&ool
<,am &oard
Clay
Offi.e
(ffice Gile
5unching Machine
8a)er Mart
4iary
Gile

=rands ?Owned 34 Vishal
<e))elin: Men+s $hirts F Trousers
;i??+ :abe: Ladies F #ids 3irls
Kitaan Stu,io: Men+s $hirts F Trousers
Jamine: Ladies F #ids 3irls
:lue 7 K&a/i: Men+s Trousers
<ero 9e'ree: #ids &oys
8aranoia: Men+s $hirts F T-$hirts
Soil: Men+s $hirts
C&lorine: Men+s $hirts
Maa :a+: Men+s Trousers F &ermudas
R"%"AR$ M"T$ODO#O>'
R"%"AR$ D"%I>N
JResearch design is the plan structure and strategy of in*estigation
concei*ed so as to obtain answers to research Euestions and to control
*ariance.K
Types of Research designs! <,ploratory %Lualitati*e)! Conclusi*e or
4escripti*e %Luantitati*e)! Causal
<,ploratory research is further subdi*ided into : $earch of $econdary 4ata !
Case $tudy ! $ur*ey of e,ports
%ur6e4 Area: The area assigned for the sur*ey was City of Moradabad.
%ur6e4 Duration: It too" a time of four wee"s to co*er the assigned area of
sur*ey.
M"T$OD% O! DATA O##"TION

The information collected should be both accurate and rele*ant! as per
the reEuirements of the researcher! who has to wor" out a suitable data
collection method. 4ata collection methods can be broadly classified into
5rimary methods
$econdary Methods
&RIMAR' M"T$OD%
4ata directly by a researcher is "nown as primary data. The methods
used for collection primary data may be: $ur*ey and (bser*ation
%"ONDAR' M"T$OD%
4ata not originally collected for use in the research project under
consideration! but rather for use by some other person or for use some other
project is term secondary data. There are se*eral ways by which secondary
data can be classified. (ne of the most useful in by source. /hich
immediately suggests the classification of internal and e,ternal source.
%ources o7 &rimar4 Data
@U"%TIONNAIR"
The Luestionnaire was designed type. Constructing and implementing
Euestions is one of the most challenging tas"s of conducting mar"eting
research. The problems facings the mar"eting research is to loo" deep into
the process of human communication and thin"ing.
Luestionnaire designing also becomes important and necessary when he
o*erseas that unless the information during discussion or there wise is not
noted down! it basic form will be distorted.
The term Euestionnaire refers to a self-administered process whereby the
respondent himself reads the Euestions and records his answer without the
assistance of an inter*iewer.
T'&"% O! @U"%TIONNAIR"
Euestionnaire can ta"e any form! but they are generally categori8ed
according to the structures and directness. $tructure refers to the degree to
which the Euestions and possible responses are formed and standardi8ed.
Researchers ha*e categori8ed Euestionnaire into two different categories.
a. $tructured
b. $emi-$tructured
c. 'nstructured
%AM&#IN> D"I%ION
4T $('RC<$ : 5rimary F $econdary data.
4T C(LL<CTI(I M<TB(4 : J$ur*eyK
R<$<RCB II$TR'M<IT : JLuestionnaireK
%AM&#IN> &#AN
$M5L< $IM< : ?=
$M5LII3 'IIT : $er*ice personal! &usiness personal
$M5L< 5R(C<4'R<: .Con*enience $ampling Method +
$M5LII3 M<TB(4 : .5ersonal Inter*iew+
@U"%TIONNAIR"
L.0. 4o you li"e the concept of $uper mar"etN
a. Oes b. Io
L.>. 4o you aware about the Vishal Mega MartN
a. Oes b. Io
L.7. If yes! are you the regular customer of Vishal Mega MartN
a. Oes b. Io
L.1. If no! how much *isits ha*e you doneN
a. 0 b. > c. 7 d. More than 7
L.?. 4o you feel that Vishal Mega Mart ha*e complete range of e*ery
productN
a. Oes b. Io c. CanPt say
L.C. /hich type of product! do you li"e more to purchase from Visual Mega
MartN
a. GMC3 3oods b. <lectronic goods
c. 3arments d. $ports
L.6. &y which source! you come to "now about Vishal Mega MartN
a. Iews 5aper b. TV ad*ertisements
c. &y outdoor ad*ertisement d. by friends
L.@. 4o you thin" that you get the product of lower pri8e that the retailersN
a. Oes b. Io c. CanPt say
L.;. 4o you li"e the scheme which is offer by the Vishal Mega MartN
a. Oes b. Io c. CanPt say
L.0=. 4o you satisfy by the salesmen ser*ices pro*ided by the Vishal Mega
MartN
a. Oes b. Io c. CanPt say
L.00. 4o you li"e the product which is manufactured by Visual Mega MartN
a. Oes b. Io c. CanPt say
L.0>. 4o you thin" that in Vishal Mega Mart! your purchasing choice of any
product become more effecti*eN
a. Oes b. Io c. CanPt say
L.07. re you satisfied by the beha*ior of staff of the companyN
a. Oes b. Io c. CanPt say
L.01. 4o you aware all about the promotional strategies offer by Visual Mega
MartN
a. Oes b. Io c. CanPt say
L.0?. ny suggestionsQQQQQQQQQQQQ..
ANA#'%I% A !INDIN>%
L.0. 4o you li"e the concept of $uper mar"etN
Table " #
%-No- O8tions &ercentage
0. Oes @=2
>. Io >=2
Gra)& " #
INT!R8R!TATION@"
4o you li"e the concept of $uper mar"etN @=2 respondents say yes
and remaining >=2 respondents say no.
L.>. 4o you aware about the Vishal Mega MartN
Table " $
%-No- O8tions &ercentage
0. Oes ;=2
>. Io 0=2
Gra)& " $
INT!R8R!TATION@"
4o you aware about the Vishal Mega MartN ;=2 respondents say yes
and remaining 0=2 respondents say no.
L.7. If yes! are you the regular customer of Vishal Mega MartN
Table " %
%-No- O8tions &ercentage
0. Oes ?=2
>. Io ?=2
Gra)& " %
INT!R8R!TATION@"
If yes! are you the regular customer of Vishal Mega MartN ?=2
respondents say yes and remaining ?=2 respondents say no.
L.1. If no! how much *isits ha*e you doneN
Table " A
%-No- O8tions &ercentage
0. 0 1=2
>. > 7=2
7. 7 >=2
1. More than 7 0=2
Gra)& " A
INT!R8R!TATION@"
If no! how much *isits ha*e you doneN 1=2 respondents say 0! 7=2
respondents say >! >=2 respondents say 7 and remaining 0=2 respondents
say more than 7.
L.?. 4o you feel that Vishal Mega Mart has complete range of e*ery
productN
Table " 3
%-No- O8tions &ercentage
0. Oes C=2
>. Io 0=2
7. CanPt say 7=2
Gra)& " 3
INT!R8R!TATION@"
4o you feel that Vishal Mega Mart has complete range of e*ery
productN C=2 respondents say yes! 0=2 respondents say no and remaining
7=2 respondents canPt say anything.
L.C. /hich type of product! do you li"e more to purchase from Visual Mega
MartN
Table " B
%-No- O8tions &ercentage
0. GMC3 3oods 7=2
>. <lectronic goods >=2
7. 3arments 1=2
1. $ports 0=2
Gra)& " B
INT!R8R!TATION@"
/hich type of product! do you li"e more to purchase from Visual
Mega MartN 7=2 respondents say GMC3 goods! >=2 respondents say
electronic goods! 1=2 respondents say garments and remaining 0=2
respondents say sports.
L.6. &y which source! you come to "now about Vishal Mega MartN
Table " C
%-No- O8tions &ercentage
0. Iewspaper 1=2
>. TV ad*ertisement >=2
7. &y outdoor ad*ertisement 7=2
1. &y friends 0=2
Gra)& " C
INT!R8R!TATION@"
&y which source! you come to "now about Vishal Mega MartN 1=2
respondents say newspaper! >=2 respondents say TV ad*ertisement! 7=2
respondents say by outdoor ad*ertisement and 0=2 respondents say by
friends.
L.@. 4o you thin" that you get the product of lower pri8e that the retailersN
Table " 6
%-No- O8tions &ercentage
0. Oes ??2
>. Io >=2
7. CanPt say >?2
Gra)& " 6
INT!R8R!TATION@"
4o you thin" that you get the product of lower pri8e that the retailersN
??2 respondents say yes! >=2 respondents say no and remaining >?2
respondents canPt say anything.
L.;. 4o you li"e the scheme which is offer by the Vishal Mega MartN
Table " 4
%-No- O8tions &ercentage
0. Oes 1=2
>. Io 7=2
7. CanPt say 7=2
Gra)& " 4
INT!R8R!TATION@"
4o you li"e the scheme which is offer by the Vishal Mega MartN 1=2
respondents say yes! 7=2 respondents say no and remaining 7=2
respondents canPt say anything.
L.0=. 4o you satisfy by the salesmen ser*ices pro*ided by the Vishal Mega
MartN
Table " #2
%-No- O8tions &ercentage
0. Oes 1?2
>. Io >=2
7. CanPt say 7?2
Gra)& " #2
INT!R8R!TATION@"
4o you satisfy by the salesmen ser*ices pro*ided by the Vishal Mega
MartN 1?2 respondents say yes! >=2 respondents say no and remaining 7?2
respondents canPt say anything.
L.00. 4o you li"e the product which is manufactured by Visual Mega MartN
Table " ##
%-No- O8tions &ercentage
0. Oes 1=2
>. Io >=2
7. CanPt say 1=2
Gra)& " ##
INT!R8R!TATION@"
4o you li"e the product which is manufactured by Visual Mega MartN
1=2 respondents say yes! >=2 respondents say no and remaining 1=2
respondents canPt say anything.
L.0>. 4o you thin" that in Vishal Mega Mart! your purchasing choice of any
product become more effecti*eN
Table " #$
%-No- O8tions &ercentage
0. Oes C?2
>. Io >?2
7. CanPt say 0=2
Gra)& " #$
INT!R8R!TATION@"
4o you thin" that in Vishal Mega Mart! your purchasing choice of any
product become more effecti*eN C?2 respondents say yes! >?2 respondents
say no and remaining 0=2 respondents canPt say anything.
L.07. re you satisfied by the beha*ior of staff of the companyN
Table " #%
%-No- O8tions &ercentage
0. Oes 6=2
>. Io 0=2
7. CanPt say >=2
Gra)& " #%
INT!R8R!TATION@"
re you satisfied by the beha*ior of staff of the companyN 6=2
respondents say yes! 0=2 respondents say no and remaining >=2
respondents canPt say anything.
L.01. 4o you aware all about the promotional strategies offer by Visual Mega
MartN
Table " #A
%-No- O8tions &ercentage
0. Oes ?=2
>. Io 7=2
7. CanPt say >=2
Gra)& " #A
INT!R8R!TATION@"
4o you aware all about the promotional strategies offer by Visual
Mega MartN ?=2 respondents say yes! 7=2 respondents say no and
remaining >=2 respondents canPt say anything.
#IMITATION
The facilities or capabilities of the agency that originally collected the
data might be Euestionable.
4ifficulties in the identification of the source.
<rror may be there in recording or transferring information from
secondary sources.
Rele*ance: The data may not fit into the needs of in*estigation. There
may be difference in the units of measurement! there may be surrogated
data! discrepancy of class F data may pertain to some other period of
time.
ccuracy: It is obser*ed that it is rather difficult to measure the degree of
appro,imation used in the collection of information as well as the
competence of the in*estigator in moti*ating the persons to supply the
desired information.
4ifficulty to find secondary data that e,actly the needs of some specific
research in*estigation.
%U>>"%TION%
Vishal group should de*elop sale promotion on their products time to
time.
Vishal group ha*e well wor"ed out ladder portfolio with brands positioned
to each price point! strategy was going well.
Vishal group should open more branches in Moradabad City.
$ale 5romotion policies should be fair and should be socially accepted.
ll the sale promotion policies should be communicated effecti*ely.
=I=#IO>RA&$'
Mar"eting Management : #otler 5.! 5ractice hall of India 5ri*ate Ltd.
d*ertisement Management Rathore &.$.! Bimalaya 5ublishing Bouse
Mar"eting $trategies Oada* :5.#.! nami"a 5ublishers F 4istributors
Mar"eting Research &oyd! /est Gall! $pasch! ll India Tra*eller boo"
seller
;e3site
www.*ishalmegamart.net