INTRODUCTION

Marketing is defined as “Marketing is an art of which individuals and groups obtain

what they need and want through creating, offering and freely exchanging
products on service of value with others

Philip kotler(Marketing Management)

“Marketing is the process of planning and executing the conception, pricing,

promotion & distribution of ideas, goods, services, organizations and events to create
and maintain that will satisfy individual and organizational objectivities”
Boone & Lurtz (1998)

Marketing is the management process that identifies, anticipates and satisfies

customer requirements profitably
The chartered institute of marketing (CIM)

Marketing is the performance of the business activities that direct the flow of goods
and services from the product to the consumer
V.S.Rama swamy & S.Namakumari

Many people think that marketing means “selling” or “advertising”. It is true that
these are parts of marketing. But marketing is much more than selling and advertising
Huffy & Murray

The American Marketing Association (AMA) states “Marketing is the activity, set of
institutions, and process for creating, communicating, delivering and
exchanging offerings that have value for customers, clients, partners and society
at large”.

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 American Marketing Association (AMA)

REFERENCES;

 Philip kotler (marketing Management).

 Boon &Lurtz (1998).

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

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 STATEMENT OF THE PROBLEM

Marketing is one of the terms in academia that does not have one commonly

agreed upon definition. Even after a better part of century the debate continues. In a

nutshell it consists of the social and managerial processes by which products, services

and value are exchanged in order to fulfill individuals advertising.

Customer buying behavior, commonly abbreviated, is a business term which

is used to capture the idea of measuring how satisfied an enterprise’s customers are

with the organization’s efforts in a marketplace. It is seen as a key business

performance indicator and is part of the four perspectives of a Balanced Scorecard.

Every organization has customers of some kind.

With reasonable review of literature a through work in studying the effective

functioning of Customer buying behavior in “Vishal Mega Mart” is felt a necessary.

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 RESEARCH METHODOLOGY OF THE STUDY

Methodology is the way in which we find out the information. It deserves

how the project is down. This methodology includes the methods, procedures and
techniques uses to collect and analyze information.

SOURCES OF INFORMATION:
RESEARCH APPROACH - SURVEY METHOD
RESEARCH INSTRUMENT - QUESTIONNAIRE
CONTACT METHOD - PERSONALS

Data collection sources are two types;

1. Primary data
2. Secondary data
Primary data:
The first hand collection of information is called primary. This method is
includes the data collected from the personal discussions with the customers.
Secondary data:
Any data that was gathered earlier for some other purpose is called secondary
data.
The secondary data collection methods include the lectures of the superintendent of
the department of market operations and also the data collected from the news,
magazines of the organization records, and different books.

Secondary data can be divided into two parts

1. Internal secondary data
2. External secondary data

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The secondary data for the studying is called from both internal and external sources.
Some of them are

 Annual market research

 Various market study
 Magazines and
 Papers

STRUCTURE OF THE STUDY:

Research plan:-
A research problem was framed for the following activities:
• Research design
• Sampling design
• Sample size
• Questionnaire design
• Pilot survey
• Data collection
• Analysis and interpretation

Research design: The research method adopted for this study is described in nature.
Survey was conducted to find the opinion regarding to “CUSTOMER BUYING
BEHAVIOUR” among customers and to gather the facts and information related to
“VISHAL RETAIL LTD”.

Sampling Design: Sampling design adopted was non profitability sampling. The
technique use under this was “Brand awareness” and convenience and judge mental
sampling method.

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 Sampling size: The Sampling size was 100 respondents. They were located in
Hyderabad. These samples were customers who are using Brand of “VISHAL
RETAIL LTD” and who are not.

Questionnaire design: Enough case has been taken in designing the Questionnaire
based on the objective of the study. The Questionnaire was designed in such a way
that ever lemon can understand and answer them easily in a short period of time with
out any difficulty.

• Dichotomous questions : 03
• Multiple choice questions : 10
• Open end questions : 01

Pilot survey: A pilot was conducted some of the respondents in order to find the
response whether they had only difficulty in answering the questions. The respondents
felt that the Questionnaire was simple, clear and easy to understand for answering.

Data collection: The data was collected from the respondents by personally meeting
them and the requested inform action is obtaining in a proper day and systematic
manner. The interview was planned in such a way that the desired information on
could be gathered with out unnecessary wastage of time to bore the respondent and
research.

Analysis and Interpretation: The collected data was first edited and coded and
tabulated for the purpose of analysis.

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 SCOPE OF THE STUDY

The scope of my study restricts itself to analyze the consumer

purchasing behavior on the basis of Garments, Gifts, Cards and Music Department

where as in the recent trend its seen that the key players in this Industry are more

emphasizing on the Garments, Personal Grooming, Home furnishings, Life style and

Footwear Departments in their Store.

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 LIMITATIONS

In attempt to make this project authentic and reliable, every possible

aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at

play during the formulation of this project. The main limitations are as follow.

• The main source of data for the study was primary data with the help of self-

administered questionnaires. Hence, the chances of unbiased information are

less.

• Concern person from the organized retail stores were hesitant to disclose the

true facts as the data related to strategic secrets.

• The chance of biased response can’t be eliminated though all necessary steps

were taken to avoid the same.

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 REVIEW OF LITERATURE

“Consumer behavior consists of Human behavior that goes in making purchase

decisions”.
Philip kotler marketing management

“Buying behaviour is all psychological, social and physical behaviour of potential

customer”
Dr.RL.Gupta Marketing management.

“Traditionally the word customer was used to define people who the organization
dealt with externally through the words customer is used as a single unit purchases
could be made both by individual and groups of people involved in the “decision
making process”

Suja R Nair consumer behasviour in Indian perspective.

The aim of marketing is to meet & justify target customer’s need & want. The
field of consumer behavior studies how individuals, groups, and organizations select,
buy, use, and dispose of goods, services, ideas, or experiences to satisfy their need
and desires. Understanding consumer behavior is never simple, because customer may
say one thing but do another. They may not be in touch with their deeper motivation,
and they may respond to influences and change their minds at the last minute.

Consumer

A Consumer is anyone who engages himself/her self in physical activities of

assessing, attaining, using or disposing of good and services for which he/she pays the
money for its usage.

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 If a person buys the product but is consumed by his/her family then in that
case that family member will be actual ‘CONSUMER’ and the person who has paid
the money will be termed as ‘CUSTOMER’.

Consumer Behavior

Consumer behavior refers to the mental emotional process and the observable
behavior of consumers during searching, purchasing, and post consumption of product
and service.

Consumer behavior involves the study of how people buy, what they buy, when
they buy, and why they buy. it blends the element from psychology, socio
psychology, anthropology and economics. It also tries to assess the influence on the
customer from group such as family, friend, reference groups and society in general.

Buyer behavior has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the interplay of a
number of complex variables not visible to anyone.

How and Why Consumer Buy

The starting point for understanding consumer buying behavior is the stimulus
response model shown in the figure . as the model shows both marketing and
environmental stimuli enter the buyer consciousness. In turn, the buyer characteristics
and decision process lead to certain purchase decisions. The marketer’s task is to
understand what happens in buyer consciousness between the arrival of outside
stimuli and buyer’s purchase decisions.
As this model indicates, a consumer’s buying behavior is influenced
by cultural, social, personal and psychological factor

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 Model of Consumer Buyer Behavior

Characteristics Affecting Consumer Behavior

Cultural Factor

CULTURE: Set of basic values, perceptions, wants & behavior learn by a

member Society from family and other institution
SUBCULTURE Group of people with shared value system based on common life
experience & expectation.
SOCIAL Measured by occupation, income, education & wealth.
CLASS

Social Factor

REFERENCE Formal or in formal group to which a person belong

GROUP
FAMILY Key group in terms of attitudes, briefs & learned behavior.
PERSONAL Personal characteristic such as age, occupation, family life style

Personal Factor:

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 AGE & LIFE Tastes in food, cloth, furniture, recreation change with age.
CYCLE
OCCUPATION Eg. Purchase of rugged cloth by a labourer.
ECONOMIC More or less income affect the person’s buying behavior.
SITUATION

Types of Buying Behavior

• ROUITINE OR PROGAMMED: HABITUAL PURCHASE- It applies to

low involvement product such as salt. consumers keep buying same brand out of
habit, not due to strong brand loyalty, because they are passive receiptent of
information conveyed by advertising. Ad reception creates a ‘brand familiarity’ rather
than ‘brand conviction’.
• DISSONANCE-REDUCING BUYER BEHAVIOR - It applies to high
involvement product such as car. Car is a expensive & self expressive. Yet the
buyer may consider most brand in given price range to be same. After buying,
the consumer might experience dissonance after noticing certain disquieting
feature. marketer should there fore supply belief & evaluation that help
consumer feel good about their brand choice.
• VARIETY-SEEKING BUYING BEHAVIOR - It applies to low
involvement products such as cookies .in this category, consumer switch brand
often because they want more variety. The market leader will there fore try to
encourage habitual buying behavior by keeping shelves stocked and running
frequent reminder ad.

Roles in the Buying Process

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

Figure 2.2 Consumer Decision-Making Process

Problem Recognition

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 Purchase decision making process begins when a buyer becomes aware of an
unsatisfiedneed or problem. This is the vital stage in buying decision process, because
without recognizing the need or want, an individual would not seek to buy goods or
service. There are several situations that can cause problem recognition, these include:
• Depletion of stock
• Dissatisfaction with goods in stock
• Environmental Changes
• Change in Financial Situation
• Marketer Initiated Activities

Information Search

After the consumer has recognized the need, he / she will trying to find the
means to solve that need. First he will recall how he used to solve such kind of a
problem in the past, this is called nominal decision making. Secondly, a consumer
will try to solve the problem by asking a friend or goes to the market to seek advice
for which product will best serve his need, this is called limited decision making.

Sources of information include:

• Personal sources
• Commercial Sources
• Public sources
• Personal experience

Alternatives Evaluation

Consumers’ evaluates criteria refer to various dimension; features,

characteristics and benefits that a consumer desires to solve a certain problem.
Product features and its benefit is what influence consumer to prefer that particular
product.
The consumer will decide which product to buy from a set of alternative
products depending on each unique feature that the product offers and the benefit he /
she can get out of that feature.

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Purchase Action

This stage involves selection of brand and the retail outlet to purchase such a
product. Retail outlet image and its location are important. Consumer usually prefers a
nearby retail outlet for minor shopping and they can willingly go to a far away store
when they purchase items which are of higher values and which involve higher
sensitive purchase decision. After selecting where to buy and what to buy, the
consumer completes the final step of transaction by either cash or credit.

Post-Purchase Actions

Consumer favorable post-purchase evaluation leads to satisfaction.

Satisfaction with the purchase is basically a function of the initial performance level
expectation and perceived performance relative to those expectations. Consumer tends
to evaluate their wisdom on the purchase of that particular product. This can result to
consumer experiencing post purchase dissatisfaction. If the consumer’s perceived
performance level is below expectation and fail to meet satisfaction this will
eventually cause dissatisfaction, and so the brand and/ or the outlet will not be
considered by the consumer in the future purchases. This might cause the consumer to
initiate complaint behavior and spread negative word-of-mouth concerning that
particular product.

METHODOLOGY

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 Research methodology is a systematic way to solve the research problems, It
refers for knowledge, a scientific and systematic search for information Marketing
research is the systematic design, collection, analysis and reporting of data and
finding relevant to a specific marketing design, collection, analysis and reporting of
data and finding relevant to a specific marketing situation facing the company.

Data Collection

Data collection means collections of information, facts or figures for the problem.

Primary data collection- Primary data is the first hand information obtained by
investigator. Primary source is one itself collects the data. Primary data can be
collected by observation, by interviews, by face to face questioning, by using
questionnaire, when the needed data do not exist or are dated, inaccurate, incomplete,
or unreliable.

Secondary Data Collection – Secondary data is collected by others already and there
searcher is using that information for his own research purpose. Secondary data can
be collected from published reports, newspaper, websites, journals, publications of
national and international organization.

Sampling Plan

Sampling unit - Walk-in customers in retail outlet.

Sample size - 100
Sampling Instruments- Questionnaire, face to face interview

On the Job Training

On the job training (OJT) gives a practical exposure and helps acquiring
knowledge about Vishal Mega Mart.

Work Schedule
In 1st & 2nd week I did my project at electronics and FMCG item. I collected the data
about the products and took feedbacks and suggestions of costumers.

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In 4th & 5th week I stayed at Male’s wear, ladies wear & kids wear section. I got the
basic product knowledge and interacted with the costumers and took their
suggestions.

Schedule for Project Work in Vishal Mega Mart.

I used to report at 11:00am in the morning session .I used o start my job at 11:00a.m
and used to finish my job at 7:00p.m onwards.

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 Objectives of the study

To know the image of retail stores among the available stores in the market.

Factors influencing the purchasing decisions.

Media impact on consumers.

Satisfaction level of the customers towards the retail stores.

To study these objectives I have prepared a questionnaire and collected information

from 100 respondents who are middle and above middle income groups.

Limitations of the Study

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

Influences Of Consumers Buying Process

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 What influences consumers to purchase products or services? The consumer
buying process is a complex matter as many internal and external factors have an
impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go

through. These will be discussed below.

1. Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could
be that your DVD player stops working and you now have to look for a new one, all
those DVD films you purchased you can no longer play! So you have a problem or a
new need. For high value items like a DVD player or a car or other low frequency
purchased products this is the process we would take. However, for impulse low
frequency purchases e.g. confectionery the process is different.

2. Information search

So we have a problem, our DVD player no longer works and we need to buy a
new one. What’s the solution? Yes go out and purchase a new one, but which brand?
Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer
often go on some form of information search to help them through their purchase
decision. Sources of information could be family, friends, neighbors who may have
the product you have in mind, alternatively you may ask the sales people, or dealers,
or read specialist magazines like What DVD? to help with their purchase decision.
You may even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options.

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush?

Consumers allocate attribute factors to certain products, almost like a point scoring
system which they work out in their mind over which brand to purchase.

This means that consumers know what features from the rivals will benefit
them and they attach different degrees of importance to each attribute.

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 For example sound maybe better on the Sony product and picture on the
Toshiba , but picture clarity is more important to you then sound. Consumers usually
have some sort of brand preference with companies as they may have had a good
history with a particular brand or their friends may have had a reliable history with
one, but if the decision falls between the Sony DVD or Toshiba then which one shall
it be? It could be that the a review the consumer reads on the particular Toshiba
product may have tipped the balance and that they will purchase that brand.

4. Purchase decision

Through the evaluation process discussed above consumers will reach their
final purchase decision and they reach the final process of going through the purchase
action e.g. The process of going to the shop to buy the product, which for some
consumers can be as just as rewarding as actually purchasing the product. Purchase of
the product can either be through the store, the web, or over the phone.

Post Purchase Behaviour

Ever have doubts about the product after you purchased it? This simply is post
purchase behaviour and research shows that it is a common trait amongst purchasers
of products. Manufacturers of products clearly want recent consumers to feel proud of
their purchase, it is therefore just as important for manufacturers to advertise for the
sake of their recent purchaser so consumers feel comfortable that they own a product
from a strong and reputable organisation. This limits post purchase behaviour. i.e.
You feel reassured that you own the latest advertised product.

Factors influencing the behaviour of buyers .

Consumer behaviour is affected by many uncontrollable factors. Just think,
what influences you before you buy a product or service? Your friends, your
upbringing, your culture, the media, a role model or influences from certain groups?

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 Culture is one factor that influences behaviour. Simply culture is defined as
our attitudes and beliefs. But how are these attitudes and beliefs developed?

As an individual growing up, a child is influenced by their parents, brothers,

sister and other family member who may teach them what is wrong or right.

They learn about their religion and culture, which helps them develop these
opinions, attitudes and beliefs (AIO). These factors will influence their purchase
behaviour however other factors like groups of friends, or people they look up to may
influence their choices of purchasing a particular product or service.

Reference groups are particular groups of people some people may look up
towards to that have an impact on consumer behavior. So they can be simply a band
like the Spice Girls or your immediate family members. Opinion leaders are those
people that you look up to because your respect their views and judgements and these
views may influence consumer decisions. So it maybe a friend who works with the IT
trade who may influence your decision on what computer to buy. The economical
environment also has an impact on consumer behaviour; do consumers have a secure
job and a regular income to spend on goods? Marketing and advertising obviously
influence consumers in trying to evoke them to purchase a particular product or
service.

Peoples social status will also impact their behaviour. What is their role within
society? Are they Actors? Doctors? Office worker? and mothers and fathers also?
Clearly being parents affects your buying habits depending on the age of the children,
the type of job may mean you need to purchase formal clothes, the income which is
earned has an impact. The lifestyle of someone who earns £250000 would clearly be
different from someone who earns £25000. Also characters have an influence on
buying decision.

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 Whether the person is extrovert (out going and spends on entertainment) or
introvert (keeps to themselves and purchases via online or mail order) again has an
impact on the types of purchases made.

Maslow’s Hierarchy of Needs

Abraham Maslow hierarchy of needs theory sets out to explain what motivated
individuals in life to achieve. He set out his answer in a form of a hierarchy. He
suggests individuals aim to meet basic psychological needs of hunger and thirst.
When this has been met they then move up to the next stage of the hierarchy, safety
needs, where the priority lay with job security and the knowing that an income will be
available to them regularly. Social needs come in the next level of the hierarchy, the
need to belong or be loved is a natural human desire and people do strive for this
belonging. Esteem need is the need for status and recognition within society, status
sometimes drives people, the need to have a good job title and be recognised or the
need to wear branded clothes as a symbol of status.

Self-actualisation the realisation that an individual has reached their potential in

life. The point of self-actualisation is down to the individual, when do you know you
have reached your point of self-fulfilment?

But how does this concept help an organisation trying to market a product
or service?
Well as we have established earlier within this website, marketing
is about meeting needs and providing benefits, Maslows concept suggests that needs
change as we go along our path of striving for self-actualisation. Supermarket firms
develop value brands to meet the psychological needs of hunger and thirst. Harrods
develops products and services for those who want have met their esteem needs. So
Maslows concept is useful for marketers as it can help them understand and develop
consumer needs and wants.

For further information on motivation theory please

visit www.learnmanagement2.com

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 Types of buying behaviour.

There are four typical types of buying behaviour based on the type of products
that intends to be purchased. Complex buying behaviour is where the individual
purchases a high value brand and seeks a lot of information before the purchase is
made.

Habitual buying behaviour is where the individual buys a product out of habit
e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour is where the
individual likes to shop around and experiment with different products. So an
individual may shop around for different breakfast cereals because he/she wants
variety in the mornings! Dissonance reducing buying behaviour is when buyer are
highly involved with the purchase of the product, because the purchase is expensive
or infrequent. There is little difference between existing brands an example would be
buying a diamond ring, there is perceived little difference between existing diamond
brand manufacturers.

To summarise:

• There are five stages of consumer purchase behaviour

• Problem/Need Recognition
• Information search.
• Evaluation of purchases.
• Purchase decision.
• Post purchase behaviour.
• Culture has an impact on the company.
• Marketers should take into account Maslows hierarchy of need

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 HISTORY OF VISHAL RETAIL LTD

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile,

Calcutta) is today a conglomerate encompassing 180 showrooms in 100 cities / 24
states. India’s first hyper-market has also been opened for the Indian consumer by
Vishal. Situated in the national capital Delhi this store boasts of the singe largest
collection of goods and commodities sold under one roof in India.The group had a
turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of
Mr.Ram Chandra Agarwal . The group had a turnover of Rs 2884.43 million for fiscal
2006 and Rs. 6026.53 million for fiscal 2007.

The group’s prime focus is on retailing. The Vishal stores offer affordable family.

The group’s philosophy is integration and towards this end has initiated backward
integration in the field of high fashion by setting up a state of the art manufacturing
facility to support retail it’s endevores.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to
almost all price ranges. The showrooms have over 70,000 products range which
fulfills all your household needs, and can be catered to under one roof. It is covering
about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you international
quality goods and prices hard to match. The cost benefits that is derived from the
large central purchase of goods and services is passed on to the consumer.

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 COMPANY PROFILE

“Future is thinking beyond horizon” & in order to keep its pace with the
modern retail, Vishal Retail Limited is spreading its wings. Instead of resting on its
laurels the Group are busy identifying new avenues of growth by venturing in other
formats like cash & carry, convenios as well as specialty stores and inspiring local
retailers to grow along with the big names. The group has tied up with HPCL to open
corner stores at their petrol pumps and in addition to the above Vishal has come up
with an institute to train manpower for the service industry.

As of April 30, 2007, it operates 50 retail stores, including two stores which
are operated by their franchisees. These 50 stores are spread over about
1,282,000square feet and are located in 18 states across India. In its efforts to
strengthen thier supply chain, it has set up seven regional distributions centres and an
apparel manufacturing plant.

Today Vishal Retail Limited, Flagship Company of Vishal Group, engaged in

Hyper Market stores with an average area of 25,000 to 30,000 sq. ft. through an
impressive chain of more than 100 fully integrated stores in spread of more than the
area of around 22, 00,000 sq. ft. in 69 cities across India & has a plan to cross total
retail area of 35 lakh sq. ft. in tier II and tier III cities by the end of 2009.

According to Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited, the
group owes its origin to a small 50 sq ft shop in Kolkata's Lal Bazaar that started
selling readymade garments. In tune with the pulse of the market, he envisioned a
mega store that would sell garments at prices none other could match. . The first big
store opened in Calcutta's Esplanade area in 1997, under the banner of Vishal
Garments. He was involved in all the aspects of the business: right from sourcing the
garments to interacting with customers. And this led to his greatest finding “The
Vishal Group.”

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 After identifying the immense market in fashion garment for the masses, He
moved to Delhi in 2001 and opened his first store in Delhi’s Rajouri

Garden by the name of Vishal Mega Mart (The jewel in Vishal Group’s
crown) and then there was no looking back for Mr. Ram Chandra Agarwal. At
present, in addition to garments, Vishal Mega Mart stores retail the entire range of
household products, FMCG and electronic goods. Vishal's prices are roughly 15 to 20
per cent less than other mass market garment labels.

Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited believes that the
shopping habits of Indians are changing due to their growing disposable income,
higher aspirations, relative increase in the younger population, and the change in
attitudes towards shopping. The emphasis has changed from price consideration to
design, quality and trendy. Age is also a major factor that affects the spending
decisions of an individual. Consumer spending is an important factor that affects the
economic growth and development in a country. As a trend, consumer is more
educated. He has access to all reforms taking place through various arrays of
communication. He is becoming a “value shopper” everyday.

Keeping this in mind, the group is now looking for franchisees to join hands
with Vishal and grow under common banner. This partnership will help small retailers
to survive the onslaught of organized retail as it will enhance their competitiveness.
Small stores can avail of the benefits on account of the economies of scale, a key
advantage for big retailers.

As per the plans, Vishal Retail will completely take over the supply chain of its
franchisees and provide them with technology, new practices, visual merchandising
skill and special promotional schemes, besides its brand and costumer base.

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 VISHAL MEGAMART is a retail house in India. As of April 30,
2007, it operates 50 retail stores, including two stores which are operated by
their franchisees.

These 50 stores are spread over about 1,282,000square feet and are located in
18 states across India. In its efforts to strengthen thier supply chain, it has set up seven
regional distributions centres and an apparel manufacturing plant.

It follows the concept of value retail in India. In other words, their business
approach is to sell quality goods at reasonable prices by either manufacturing themself
or directly procuring from manufacturers

(primarily from small and medium size vendors and manufacturers). It facilitate
one-stop-shop convenience for their customers and to cater to the needs of the entire
family. It believes this concept has helped them grow to thier current size within a
short time frame of their years. Mr. Ram Chandra Agarwal has been ranked as the
28th most pitiful person in the Indian retail industry.

This project report is the study of various activities and strategies of Vishal
Mega Mart. It also helps us in understanding the different technologies being used by
VRPL.

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MISSION STATEMENT:

We shall deliver Everything, everywhere, everytime for every Indian

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

DETAILS OF DIRECTORS:-

Mr. Ram Chandra Agarwal, 43 years, is VRPL’s Chairman and Managing Director.
He holds a bachelor’s degree in commerce from St. Xavier’s College,

Kolkata. Mr. Agarwal has more than 20 years of experience in the retail industry and
has been with VRPL since their inception in 1997. He started the business under the
name of “Vishal Garment” with a small store at 9, Lal Bazaar Street, Kolkata. Mr.
Agarwal has made efforts for the development of the value retailing industry in India
and is well known for his business acumen.

Mrs. Uma Agarwal, 33 years, is an executive Director of VRPL. She holds a

bachelor’s degree in arts. Mrs. Agarwal has more than 7 years of experience in the
retail industry. She has been associated with accounts department of VRPL.

Mr. Surendra Kumar Agarwal, 46 years, is an executive Director of VRPL. He

holds a bachelor’s degree in commerce. Mr. Agarwal has more than 17 years of
experience in the retail industry. He has been associated with store development and
management at various locations of VRPL.

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Mr. Bharat Jain, 45 years, is an independent Director of VRPL. He holds bachelor’s
degree in commerce. Mr. Jain is engaged in the business of leather garments and
accessories and has more than 23 years of work experience. Mr. Jain joined VRPL
Board on May 8, 2006.

Mr. Rakesh Aggarwal, 44 years, is an independent Director of VRPL. He holds a

master’s degree in commerce. Mr. Aggarwal is currently engaged in roto-moulding

industry has more than 20 years of work experience. Mr. Aggarwal joined VRPL
Board on October 31, 2006.

Some of the Franchisee exclusive business categories are:

o Mens Fashion
o Ladies and Kids
o Footwear
o Toys and Games
o Home – General
o Convenience (FMCG)
o CDIT
o Watches
o Mobile

OUR PROMOTERS AND GROUP COMPANIES

Our Promoters

a). Mr. Ram Chandra Agarwal;

b). Mrs. Uma Agarwal; and

c). Mr. Surendra Kumar Agarwal.

The following companies are the Promoters of our Company:

a). Unicon Marketing Private Limited;

30
b). Ricon Commodities Private Limited; and

c). Vishal Water World Private Limited.

In addition, the following HUFs are the Promoters of our Company:

a). Mr. Ram Chandra Agarwal (HUF)

Name of Shareholders & Number of Shares % of shareholding

1. Unicon Marketing Private Limited 315,000 49.53

2. Ricon Commodities Private Limited 300,000 47.17

3. Mr. Ram Chandra Agarwal 12,010 1.89

4. Mrs. Uma Agarwal 9,010 1.42

Total 636,020 100.00

Year---- Milestone

2001-- Incorporated as Vishal Retail Private Limited acquired the proprietorship firm
Vishal Garments & the Vishal Garments opened first store outside Kolkata.

2002-- Opened first Store in Delhi

2005 --Acquired Vishal Apparels, a manufacturing unit. Set up a manufacturing unit

in Gurgaon.

2006--Started thier largest store of at Mathura Road, New Delhi having an area of
80,000 square feet nominated for the Images Retail Awards’ 2004

31
2007--Thier Company was converted into a public limited company 103
implementation of production and retail module of SAP Broadband connectivity with
each and every location Increased thier presence to an aggregate of 17 States.

2009-- Increase in number of stores to 50 spread across in 18 States

2010-- today a conglomerate encompassing 180 showrooms in 100 cities / 24 states.

RECENT TRENDS IN RETAIL INDUSTRY

In the background of high consumerism and income of the urban consumers, in

recent year there are a number of companies have expressed their interest towards
retail sector outlets. As a result numbers of shopping malls have started their
operations in metro and urban areas. Pantaloon, big bazaar, Vishal Mega Mart,
Reliance Fresh are the best known examples of retail sector outlets in India.

• Selling directly to customers with out having any intermediaries

• Selling in smaller units / quantities, breaking the bulk
• Present in neighborhood or in the location which is quite convenient to the
customers.
• Very high in numbers
• Recognized by their service levels
• Fitting any size and or location
• Retailing in India is witnessing a huge revamping exercise as can be seen in
the graph
• India is rated the fifth most attractive emerging retail market: a potential
goldmine.

• Estimated to be US$ 200 billion, of which organized retailing (i.e. modern

trade) makes up 3 percent or US$ 6.4 billion

32
 RETAIL SALES IN INDIA

GROWTH FACTOR FOR INDIAN ORGANIZED RETAIL

INDUSTRY

India's economy is booming, due to so many economic reforms.

The rise in the working population which is young and reduction of the
unemployment rate:

• pay- packets which are hefty, and having a huge package of salary package.
• more nuclear families in urban areas
• rise in the number of working women
• more disposable income and customer aspiration
• Western influenced life style is adopted by all the people.
• Growth in expenditure for luxury items increases.

GROWTH OF RETAIL INDUSTRY:

Growth of Retail Companies in India exhibits the boom in the retail industry in
India over the years. The increase in the purchasing power of the Indian middle
classes and the influx of the foreign investments has been encouraging in the Growth
of Retail Companies in India.

Reasons for the growth of retail industry are:

o Existing Indian middle classes with an increased purchasing power

o Rise of upcoming business sectors like the IT and engineering firms
o Change in the taste and attitude of the Indians
o Effect of globalization
o Heavy influx of FDI in the retail sectors in India

33
Retailing Formats in India

• Malls
• Specialty Store
• Discount Stores
• Department Stores
• Hyper Markets / Super Markets
• Convenience Stores
• MBO’s

PERCENTAGE OF ORGANIZED RETAIL:-

USA - 85% Taiwan - 81%

Malaysia - 55% Thailand - 40%

Brazil - 36% Indonesia - 30%

Poland - 20% China - 20%

India - 3%

34
 MARKETING ANALYSIS SUMMARY

Marketing help to define the business for the customer's interests, not your own. It
is the process of learning what customers want or need and determining how to satisfy
those wants or needs. It is also used to confirm whether the customer reacted to a
marketing program as expected. The benefits of market research include:

• Learning who your customers are and what they want.

• Learning how to reach your customers and how frequently you should try to
communicate with them.
• Learning which advertising appeals are most effective and which ones get no
response.
• Learning the relative success of different marketing strategies, thus improving
return on investment.
• Learning how not to repeat your mistakes.

Vishal Mega Mart has been the pioneer of retail revolution. Its first fight was against
local ‘Kirana’ stores. The task was to change the mindset of consumer to bring about
changes in their shopping patterns. It wanted people to do bulk shopping for their
monthly ration instead of going to the shop each week.

35
 MARKETING STRATEGY OF VISHAL MEGA MART

Product

Vishal Mega Mart offers 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. FMCG products are usually meant to
fulfill the daily needs of consumers and therefore, VRPL believe retailing of FMCG
products will bring customers to their stores on a frequent basis and this may in-turn
lead to consumption of their apparels. VRPL have a number of private labels for
apparels such as Zepplin, Paranoia, Chlorine, Kitaan Studio, Famenne, Fleurier
Women and Roseau.

Price

Vishal Mega Mart promises its consumers the lowest available price. 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, 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 to VRPL’s strategy to continue procurement of
goods from small and medium size vendors and manufacturers which leads to cost
efficiencies, VRPL intend to procure FMCG and apparels from

low-cost production centers located outside India. Towards this objective,

VRPL’s propose to increase their procurement of finished and semi-finished goods
from China and thereby realize economies of scale and pass on the benefits so accrued
to their customers. The efforts of VRPL’s retail business are targeted towards families
having total income which can be classified under the “lower middle” and “middle”
income groups. VRPL follow uniform pricing policy across their stores in respect of
private labels and non-branded products sold by them. This enhances brand loyalty,
encourages customer confidence and results in operational convenience.

36
 In relation to the other products, the prices may vary between stores on
account of state-specific taxation and vendor policies.

Place

Vishal Mega Mart stores are located in 110 cities with more than 180 outlets.
Vishal Mega Mart 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.
VRPL target 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. 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.

VRPL’s 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. VRPL’s propose to continuously undertake such initiatives to
increase the satisfaction of their customers. Some of the features of the co-branded
card include Rs 250 discount voucher on signing up for the card and a process by
which the cardholder earns five reward points on every Rs 100 spent. A cardholder
accumulates points on the basis of purchases made and the points accumulated can be
redeemed for gifts or purchases.

37
 In September 2005, VRPL entered into a long term advertising agreement with
Bennett, Coleman & Company Limited (“BCCL”). Under the agreement, they are
entitled to fixed discounts for their advertisement in print publications of BCCL for a
period of five years from the date of the agreement. In addition, BCCL would also act
as a facilitator for other print and non-print media of the Times Group i.e. internet,
radio and television or any other new medium launched during the tenancy of the
agreement.

As a part consideration, VRPL had issued 1,670,605 Equity Shares of Rs. 10

each and 384,190 Preference Shares of Rs. 146 each amounting to an aggregate of Rs.
300 million.

Their Competitive Strengths

It believes that the following are thier principal competitive strengths which
have contributed to thier current position in the retail sector in India:

Understanding of the ‘value retail’ segment

Thier business plan involves implementation of the concept of the ‘value

retailing’, targeting the middle and loiter middle income groups, which constitute
majority of the population in India. It intend to provide quality products at
competitive prices. It sells a vast range of merchandise across apparels and
accessories, FMCG(frequently marketed consumer goods) products, food products
and consumer durables with over 74,000 SKUs.Thier emphasis has been to maximise
the value that the customers derive in spending on goods bought in thier stores.

It endeavthier to continuously reduce thier costs through a variety of

measures, such as, in-house production of apparels, procurement of goods directly
from the small and medium size vendors and manufacturers, efficient logistics and
distribution systems along with customized product mix at thier stores depending on
the regional customer behavithier and preferences. Central to thier value retail
strategy is to pass on the benefits of cost reduction measures to thier customers.

38
Supply chain management

Their supply chain management involves planning, merchandizing sthiercing,

standardization, vendor management, production, logistics, quality control, ‘pilferage’
control replacement and replenishment.
Their supply chain management provides us flexibility to adapt to changing
patterns in consumer behavithier and their ability to add value at various steps/levels.
In particular, thier supply chain management gains strength from their ability to
undertake in-house manufacture, design and development of apparels.

Strong and efficient logistics and distribution network

VRPL’s distribution and logistics network comprises seven distribution

centers. Besides, VRPL have their own fleet of 31 trucks, which helps VRPL to
transport and deliver their products in a cost and time efficient manner. VRPL believe
that their distribution and logistics set up is well networked and allows them to fulfill
the store requisition within short time period of generation and receipt of order, which
has helped VRPL to optimize in-store availability of merchandise and minimize
transportation costs.

Their strong distribution and logistics network has enabled them to dispense with
the requirement of a dedicated storage space at every store, which is an industry
practice, and instead undertake periodical replenishment of depleted stock. Due to
adoption of an efficient racking system, they are able to benefit from optimum
utilization of the space allocated for display in their stores. This provides them
assistance in maintaining a low working capital requirement and less carrying cost.

Increasing thier penetration in the country by leveraging thier supply

chain, distribution and logistics network

It intends to increase thier penetration in the country by setting up new stores

in cities where it already have Presence, as also entering into new areas in the country.
In particular, it intends to focus on expansion in Tier II and Tier III cities.

39
 It believe that thier existing infrastructure have been designed for a higher
scale of operations than thier current size, and can help us grow without the need to
significantly increase costs.

Moreover, their continuous effort to improve systems and processes leads us to

believe that it can deal with higher scale of operations without any hindrance. Higher
business volumes will also improve thier negotiating pouters and help us get further
economies of scale in thier buying.

Expansion of FMCG

Historically, it has derived significant portion of thier revenue from sale of

apparels. In pursuance of their business plan to diversify thier portfolio of offerings,
FMCG products play a key role. FMCG products are usually meant to fulfill the daily
needs of consumers and therefore, It believe retailing of FMCG products will bring
customers to thier stores on a frequent basis and this may in-turn lead to consumption
of thier apparels. It believe retailing of FMCG products would help us to eliminate the
impact of seasonality of the apparels market in India, which depends on factors such
as change in tether conditions and festival celebrations.

In furtherance of thier endeavthiers to reduce costs, It intend to procure FMCG

products directly from the manufacturers. For this purpose, It has entered into and will
continue to explore the possibilities of entering into certain arrangements with
domestic FMCG majors on such terms and conditions, which are suitable to their
business model.

Increasing customer satisfaction and thier base of loyal customers

It believes that understanding the needs of thier customers is of prime

importance for the continuous growth of thier business. In order to continuously
provide customer satisfaction, thier customer management team assimilates customer
feedback and it endeavthier to take necessary steps to address the requirements of
40
thier customers. In addition, It has introduced, in association with SBI Cards &
Payment Services Private Limited, a co-branded credit card. It proposes to
continuously undertake such initiatives to increase the satisfaction of thier customers.

IMPACT OF VARIOUS ENVIRONMENT ON “VISHAL MEGAMART”

Social Impact

There are variables/factors that effects customer impulse buying behaviour in

FMCG sector considering retail market in India. The impact of various impulse
buying factors like sales and promotions, placement of products, window
merchandising, effective price strategy etc on customer impulse buying behavior has
been analyzed.

A hypothetical model has created in this paper which has been taken into
consideration for our research work on impulse buying behavior of the consumers.

ECONOMIC IMPACT

Asian Markets Securities report on Vishal Retail IPO

VRL’s focus is on tier II and tier III cities, which account for 87% of its total retail
space. Of the 50 stores, Vishal Retail has 43 stores located in Tier II and Tier III
cities. An average store is 20,000-30,000 sq.ft. in size generating sales of Rs 7500 per
squre feet.

VRL’s business model is based on value retailing, where by it offers quality

products at reasonable prices to customers primarily in the lower and middle income
group.

house In Apparel Manufacturing & Private Labels

VRL has a garment facility in Gurgaon having a capacity of 5,000 pieces per
day. The in house apparel manufacturing facility offers private labels under the

41
banner of Vishal Mega Mart. In FY2007, income from private labels was Rs 58.4
crore, which accounted for 9.7% of total sales.

Strong Infrastructure

VRL’s distribution and logistics network comprises seven distribution centers

with a total area of 471,426 sq. ft. The company also has its own fleet of 41 trucks,
which helps in transport and delivery of products in a cost and time efficient manner.
The company is in the process of implementing SAP to connect all its stores and
distribution centres through a virtual network connection which will help it to
efficiently manage the network of outlets throughout the country.

POLITICAL IMPACT

This environment is very important from the view of these particular topics,
because every way would pass through the political coridor.The Government of

India has succeeded in its reform process; the economy is poised to grow at an
annual rate of 5% during 2005-2010. The reforms include policies to woo foreign
investors, make import duties in compliance with WTO commitments and customize
the EXIM policy to boost imports.

TECHNOLOGICAL IMPACT

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

42
MANAGEMENT OF TECHNOLOGY,INNOVATION & CHANGE

Technology is important to cut costs, improve efficiency, providing value to

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

ORGANIZATION STRUCTURE

The Company places a huge emphasis on fostering a culture of innovation and

enterprise that allows people within the Company to realise human beings' infinite
potential. The Company continues to increasingly focus on internal growth and
development of its associates, cutting across levels and functions, through focused
developmental efforts and growth opportunities. For the year under review, the
Company has provided 66 hours of training per associate. Apart from regular training
in skills enhancement and customer engagement, the Company also emphasizes on
building a sense of pride, belonging and self-confidence among its employees
working at the stores.

Continue to train employees and seek entrepreneurship from employees

It believes a key to thier success will be thier ability to continue to maintain and
grow a pool of strong and experienced professionals. It has-been successful in
building a team of talented professionals and intend to continue placing special
emphasis on managing attrition and attracting and retaining thier employees. It intend
to continue to encthierage thier employees to be enterprising and expect them to
‘learn on the job’ and contribute constructively to thier business,

43
 either through ideas, personal networks or effective knowledge management. It
also intend to continuously re-engineer thier management and organizational structure
to allow us to respond effectively to changes in the business environment and enhance
thier overall profitability

REFERENCES

• http://www.vishalmegamart.net/
• http://www.vishalmegamart.net/aboutus.htm
• http://en.wikipedia.org/wiki/Special:Search?
search=vishal+mega+mart&go=Go
• http://en.wikipedia.org/wiki/Retailing_in_India
• http://www.business-standard.com/india/news/weakness-continues-sterlite-
mm-plunge-8/15/51/50474/on
• http://indiaretailbiz.wordpress.com/2006/11/03/11-vishalmegamart customers-
petty-traders-have-no-reason-to-worry-say-vishal-officials/

44
Table 1:

(1) Which retail store do you visit /prefer for groceries?

NO OF PERCENTAGE
S.NO RETAIL STORES RESPONDENTS (%)
1 Vishal Mega Mart 100 76.94
2 Big Bazar 14 10.76
3 Spenceres 9 7
4 Heritage Fresh 3 2.3
5 Subhiksha 4 3
6 Total 130 100

Analysis:

From the above table we could analyze that

100% of the respondents are preferred to visit Vishal Mega Mart.

14% of the respondents are preferred to visit Big Bazaar.
9% of the respondents are preferred to visit Spenceres.
3% of the respondents are preferred to visit Heritage Fresh.
4% of the respondents are preferred to visit Subhiksha.

Interpretation:

From the above analysis it is observed that most of the respondents are preferred to go
VISHAL MEGA MART.

Market implication:

Vishal Mega Mart is having the good image towards the retail industry from all of
other retail industries in the areas like ramantapur, amberpet, uppal and other areas.

45
Figure: 1

Table No: 2

46
(2) How do you know about Vishal’s Mega mart?

NO OF PERCENTAGE
S.NO RETAIL STORES RESPONDENTS (%)
1 Friends & Ralatives 90 90
2 News papers 5 5
3 TV Commercials 5 5
4 Total 100 100

Analysis:

From the above table we could analyze that

90% of the respondents are well known with Friends & Relatives.
5% of the respondents are well known with News papers.
5% of the respondents are well known with TV Commercials.

Interpretation:

From the above analysis it is observed that most of the respondents are well known
about VISHAL MEGA MART through the Friends & Relatives.

Market implication:

Friends and relatives are the important prospects of the Vishal Mega Mart.

47
Figure: 2

Table: 3

(3) How frequently do you visit retail store?

48
 NO OF PERCENTAGE
S.NO RETAIL STORES RESPONDENTS (%)
1 Daily 0 0
2 Weekly 35 35
3 Fortnight 30 30
4 Monthly 35 35
5 Total 100 100

Analysis:

From the above table we could analyze that

0% of the respondents are visit daily.

35% of the respondents are visit weekly.
30% of the respondents are visit Fortnight.
35% of the respondents are visit monthly.

Interpretation:

From the above analysis it is observed that most of the respondents are visit monthly
and weekly to the VISHAL MEGA MART.

Market implication:

The Vishal Mega Mart has to focus more on the monthly and weekly prospectors
rather than daily customers and also Fortnight respondents.

Figure: 3

49
Table: 4

I prefer retail store because of?

NO OF PERCENTAGE
S.NO RETAIL STORES RESPONDENTS (%)

50
 1 Product Availability 15 15
2 Econamic Price 25 25
3 Accessibility 5 5
4 Quality Products 20 20
5 Customer Service 35 35
6 Total 100 100

Analysis:

From the above table we could analyze that

15% of the respondents prefer Product Availability.

25% of the respondents prefer Economic Price
5% of the respondents prefer Accessibility.
20% of the respondents prefer Quality Products.
35% of the respondents prefer Customer Service.

Interpretation:

From the above analysis it is observed that most of the respondents prefer because of
the customer service and economic price to the VISHAL MEGA MART.

Market implication:

The Vishal Mega Mart has to focus more on the customer service

51
Figure: 4

Table: 5

(4) Vishal’s offers and discounts are attractive in nature

52
 NO OF PERCENTAGE
S.NO OFFERS & DISCOUNTS RESPONDENTS (%)
1 Strongly Agre 5 5
2 Agree 70 70
3 Neither Agree Nor disagree 10 10
4 Strongly Disagree 0 0
5 Disagree 15 15
6 Total 100 100

Analysis:

From the above table we could analyze that

5% of the respondents strongly agree.

70% of the respondents agree.
10% of the respondents neither Agree nor disagree.
0% of the respondents strongly disagree.
15% of the respondents Disagree.

Interpretation:

From the above analysis it is observed that most of the respondents preferring
VISHAL MEGA MART’S offers and discounts.

Market implication:

The Vishal Mega Mart has to focus more on the offers and discounts.

53
Figure: 5

Table: 6

(5) Vishal’s sales executives respond promptly for assist customers

54
 NO OF PERCENTAGE
S.NO SALES EXECUTIVES RESPONDENTS (%)
1 Strongly Agre 5 5
2 Agree 60 60
3 Neither Agree nor disagree 10 10
4 Strongly Disagree 5 5
5 Disagree 20 20
6 Total 100 100

Analysis:

From the above table we could analyze that

5% of the respondents strongly agree.

60% of the respondents agree.
10% of the respondents neither Agree nor disagree.
5% of the respondents strongly disagree.
20% of the respondents Disagree.

Interpretation:

From the above analysis it is observed that most of the respondents agree with
VISHAL MEGA MART’S sales executives.

Market implication:

The Vishal Mega Mart has to focus more on the sales executives.

Figure: 6

55
Table: 7

56
(6) Vishal’s prices are more economical when compare to competitors

NO OF PERCENTAGE
S.NO PRICES RESPONDENTS (%)
1 Strongly Agre 15 15
2 Agree 50 50
3 Neither Agree Nor disagree 15 15
4 Strongly Disagree 0 0
5 Disagree 20 20
6 Total 100 100

Analysis:

From the above table we could analyze that

15% of the respondents strongly agree.

50% of the respondents agree.
15% of the respondents neither Agree nor disagree.
0% of the respondents strongly disagree.
20% of the respondents Disagree.

Interpretation:

From the above analysis it is observed that most of the respondents agree with
VISHAL MEGA MART’S prices

Market implication:

The Vishal Mega Mart has to focus more on the prices of the products.

57
Figure: 7

Table: 8

58
(7) Quality of Vishal’s products is good

QUALITY OF VISHAL NO OF PERCENTAGE

S.NO PRODUCTS RESPONDENTS (%)
1 Strongly Agree 30 30
2 Agree 50 50
3 Neither Agree nor disagree 10 10
4 Strongly Disagree 0 0
5 Disagree 10 10
6 Total 100 100

Analysis:

From the above table we could analyze that

30% of the respondents strongly agree.

50% of the respondents agree.
10% of the respondents neither Agree nor disagree.
0% of the respondents strongly disagree.
10% of the respondents Disagree.

Interpretation:

From the above analysis it is observed that most of the respondents agree with
VISHAL MEGA MART’S products.

Market implication:

The Vishal Mega Mart has to focus more on the Quality products.

59
Figure: 8

Table: 9

60
(9)What do you like more in vishal mega mart ?

NO OF PERCENTAGE
S.NO LIKES IN MEGA MART RESPONDENTS (%)
1 Kids Wear 15 15
2 Men's Wear 30 30
3 Women's Wear 35 35
4 Accessories 20 20
5 Total 100 100

Analysis:

From the above table we could analyze that

15% of the respondents like Kids wear

30% of the respondents like Men’s wear
35% of the respondents like Women’s wear
20% of the respondents like Accessories.

Interpretation:

From the above analysis it is observed that most of the respondents likes VISHAL
MART’S Women’s wear.

Market implication:

The Vishal Mega Mart has to focus more on the Women’s wear.

61
Figure: 9

Table: 10

10 Vishal has speed billing process .

62
 NO OF PERCENTAGE
S.NO BILLING PROCESS RESPONDENTS (%)
1 Strongly Agre 5 5
2 Agree 50 50
3 Neither Agree Nor disagree 10 10
4 Strongly Disagree 10 10
5 Disagree 25 25
6 Total 100 100

Analysis:

From the above table we could analyze that

5% of the respondents strongly agree.

50% of the respondents agree.
10% of the respondents neither Agree nor disagree.
10% of the respondents strongly disagree.
25% of the respondents Disagree.

Interpretation:

From the above analysis it is observed that most of the respondents agree with
VISHAL MEGA MART’S billing process.

Market implication:

The Vishal Mega Mart has to focus more on the billing process.

63
Figure: 10

Table: 11

64
(11) Which media do you suppose to see Vishal’s offers?

NO OF PERCENTAGE
S.NO MEDIA RESPONDENTS (%)
1 News Papers 35 35
2 Pamphlets 35 35
3 TV Commercials 30 30
4 Total 100 100

Analysis:

From the above table we could analyze that

35% of the respondents are like with News papers.

35% of the respondents are like with pamphlets.
30% of the respondents are like with TV commercials.

Interpretation:

From the above analysis it is observed that most of the respondents are like to watch
VISHAL MEGA MART offers in News papers and pamphlets.

Market implication:

The Vishal Mega Mart has to focus more on the News papers and pamphlets.

65
Figure: 11

66
Table: 12

(12) Did you satisfy with Vishal Mega ?

NO OF PERCENTAGE
S.NO SATISFACTION RESPONDENTS (%)
1 Yes 70 70
2 No 30 30
3 Total 100 100

Analysis:

From the above table we could analyze that

70% of the respondents are satisfied.

30% of the respondents are satisfied.

Interpretation:

From the above analysis it is observed that most of the respondents are Satisfied
towards VISHAL MEGA MART .

Market implication:

The Vishal Mega Mart has to focus more on the customer satisfaction.

67
Figure: 12

Table: 13
68
(13) Do you recommend Vishal Mega Mart to your friends and relatives?

NO OF PERCENTAGE
S.NO RECOMMEND RESPONDENTS (%)
1 Yes 100 100
2 No 0 0
3 Total 100 100

Analysis:

From the above table we could analyze that

100% of the respondents are recommended.

0% of the respondents are recommended.

Interpretation:

From the above analysis it is observed that most of the respondents are recommended
their friends and relatives to the VISHAL MEGA MART.

Market implication:

The Vishal Mega Mart has to focus more on the recommended customers.

69
Figure:13

FINDINGS

(1) Most of the customers are willing to go VISHAL MEGA MART to buy
Products around Ramantapur, Uppal and Ambarpet.

70
 (2) Majority of the customers are chosen the VISHAL MEGA MART
through Friends and relatives.
(3) Most of the customers visit the VISHAL MEGA MART weekly and
monthly.
(4) Most of the respondents prefer because of the quality products and
customer service to the VISHAL MEGA MART.

Most of the respondents preferring VISHAL MEGA MART’S offers and

Discounts.

Most of the respondents agree with VISHAL MEGA MART’S sales

executives.

(7) Most of the respondents agree with VISHAL MEGA MART’S prices

(8) Most of the respondents agree with VISHAL MEGA MART’S products.

(9) Most of the respondents likes VISHAL MEGA MART’S Women’s wear.

(10) Most of the respondents agree with VISHAL MEGA MART’S billing

process.

(11) Most of the respondents are like to watch VISHAL MEGA MART offers

in News papers and pamphlets

(12) Most of the respondents are Satisfied towards VISHAL MEGA MART .

(13) Most of the respondents are recommended their friends and relatives to

The VISHAL MEGA MART.

Conclusions

Most of the customers watch the Vishal offers in News papers and pamphlets.

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Vishal billing process is very good responded by many customers.

Most of the customers are satisfy with Vishal Mega Mart towards Ramantapur,

Ambarpat, Uppal and other customers.

Products of the Vishal are very good responded by many customers.

Most of the customers responded towards customer service Vishal Mega Mart.

Most of the customers have been arriving the Vishal Mega Mart through the friends

and relatives.

Vishal Prices are more economical when compare to others.

Sales Executives of the Vishal Mega Mart are assist customers in a smooth manner.

Most of the customers interested to buy the Vishal Women’s Wear.

Vishal discounts and offers are more attractive in nature.

Suggestions

(1) The vishal as to give frequent offers and discounts to attract customer traffic in

store.

(2) The vishal as to give economic price to attract more customers.

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(3) The vishal as to take care about sales executives to assist customers.

(4) The vishal as to maintain the customer service for a long time

(5) The vishal as to focus more on billing process convenient to customers.

(6) The vishal as to focus more on women’s wear along with kids wear.

(7) The vishal as to give special discounts and other promotions to attract daily

customers also.

(8) The vishal has to give the add in News papers and pamphlets to attract daily

customers and give the add in TV to attract monthly and fort night customers.

BIBLIOGRAPHY
1. Gary Armstrong, Marketing Management,(6th edition) Pearson
education(2003) P.No:10
2. Kotler and Armstrong, Marketing Principles of Marketing,(3rd edition)
Pearson education,(2002) P.No:9
3. Leon G.Schiff man, Consumer Behavior,(8th edition) Pearson education
4. Philip Kotler, Marketing Management,(2nd edition), Pearson education,
(2003),P.No:38
5. Suja R Nair consumer behaviors in Indian perspective
6. The Indian journal of marketing in November 2008 P.No:8-13
7. V.S Ramaswamy and Namakumari,Marketing Management,(2nd edition)Mac
millan India ltd(2005) P.No:

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 • www.google .com
• www.indian journal of marketing.com
• www.scribd.com
• www.vishalmegamart.net
• www.vishalmegamart.net/aboutus.htm

Questionnaire

Dear Sir/Madam, I am K.ASHOK Pursuing MBA With Specialization as

Marketing From KOTTAM INSTITUTE OF ADVANCED STUDIES, Kondair. I
Am Conducting Survey for My Summer Regarding “CONSUMER BUYING
BEHAVIOUR TOWARDS VISHAL MEGA MART”
Kindly Answer The Following Questions:

1. Which retail store do you visit /prefer for groceries? ( )

a) VIshal Mega Mart b) Big Bazar c) spencers d) Heritage fresh e)

subhiksha

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2. How do you know about Vishal Mega Mart ?

( )

a) Friends and Relatives b) News papers c) TV commercials

3. How frequently do you visit retail store ?

( )

a) Daily b) Weekly c) Fort night d) Monthly

4. I prefer retail store because of ?

( )

a) Product availability b) Economic price C) Accessibility d) Quality

products e) Customer service

5. Vishal’s offers and discounts are attractive

( )

a) Strongly agree b) Agree c) Neither agree nor disagree d) Strongly

disagree e) Disagree

6.Vishal’s sales executives respond promptly for assist customers

( )

a) Strongly agree b) Agree c) Neither agree nor disagree d) Strongly

disagree e) Disagree

7. Vishal’s prices are more economical when compare to competitors

( )

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a) Strongly agree b) Agree c) Neither agree nor disagree d) Strongly

disagree e) Disagree

8. Quality of Vishal’s products are good

( )

a) Strongly agree b) Agree c) Neither agree nor disagree d) Strongly disagree

e) Disagree

9. What do you like more in Vishal Mega Mart?

( )

a) Kids wear b) men’s wear c) Women’s wear d) Accessories

10.Vishal has speed billing process

( )

a) Strongly agree b) Agree c) Neither agree nor disagree d) Strongly

disagree e) Disagree

11. Which media do you suppose to see Vishal’s offers?

( )

a) News papers b) pamphlets c) TV commercials

12. Did you satisfy with Vishal Mega Mart?

( )

a) Yes b) No

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13. Do you recommend Vishal Mega Mart to your friends and relatives?

( )

a) Yes b) No

Thank
ing you

77