iNtrODuction

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. Retailing is the interface between the producer and the individual consumer buying for personal consumption. This excludes direct interface between the manufacturer and institutional buyers such as the government and other bulk customers. A retailer is one who stocks the producers goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As such, retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. Some of the key features of retailing include

Selling directly to customers without 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

It is assumed that due to the entry of a number of retail outlets in the urban and semi urban areas, the mindset of the existing customers have undergone drastic changes. Besides it is also reported that the traditional retailing such an age old Grocery shops have directly faced competition with the organized retailing sector. In some parts of the country, it is reported that the traditional retails are resisting the entry of organized shopping malls. For instance the traditional retails of Bhubaneswar with the active support of the consumers at large didnt allow reliance Fresh to start outlet initially.

RECENT TRENDS

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 As per a report by KPMG the annual growth of department stores is estimated at 24% Ranked second in a Global Retail Development Index of 30 developing countries drawn up by AT Kearney.

RETAIL SALES IN INDIA

GROWTH FACTOR FOR INDIAN ORGANIZED RETAIL INDUSTRY

India's economy is booming due to many economic reforms. The rising in the working population paypackets which are mostly young and employed 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. Reason for the growth of retail industry is 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

3 TYPES OF RETAIL
The retail industry is divided into organized and unorganized sectors. Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.

Retailing Formats in India

Malls The largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts. Ranges from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Examples include Shoppers Stop, Vishal Mega Mart, India bulls, Pantaloon. Specialty Store Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors. Discount Stores As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non perishable good Department Stores Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries, etc. Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. Hyper Markets / Super Markets Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium. MBOs Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros.

In this background, present study is modest attempt to understand the impact of Vishal Mega mart on traditional Retailing. Mall,
Today mall, 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. Traditional retailing We can say the unorganized retailing are the traditional formats of low-cost retailing, for example, the local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc.

TASKS
The purpose of the present study is to accomplish the following tasks : Examine the stores general upkeep and cleanliness. Mention the areas for improvement and the areas where store is doing well. The customer service level provided by the store, this can be done by observing the staffs interaction with the customers.

The utilization of staff. Are they loitering around here and there or are helping the customers. Are the employees congregating on the sales floor?

Is the store properly staffed, over staffed or understaffed by observing the store from the customers point of view.

 Is the store signage properly visible? 5 What are the payment methods accepted and do they offer credit or interest free instalment for purchasing expensive product? Are the fixtures used combining well with the ambience of the store, the music played and the atmospherics of the store? Are the shelves and fixtures properly stocked? Is he store under stocked or overstocked? If any sales promotion is going on, how is it being managed? What are the current promotions being run in the sotre? Suggestions for improving the performance of the store?

Methodology
The task of the study was accomplished by conducting a physical survey of a mall at Subhash Nagar. The observation on points are as follows : The mall has been designed systematically. The hygiene and general cleanliness of stores and

surrounding area was kept up to date at all times. The safai staff was working at all times to keep the surrounding area clean. The staff of stores was engaged in keeping goods in order and making the store clean at free time.
The mall provides the customers with technology, new practices, merchandising skill and special

promotional schemes, besides its brand and customer base. There were well trained staffs in the mall that are conversant with merchandise and specially know how to attend a customer with pleasant behavior and offering their best services to enable them to suit their merchandise requirement.

In mall most of the retail stores are not only for purchasing the goods but for giving refreshment

to the customers thats why they are spending more time in retail store which increases the sale of the retail store. Some of the Franchisee exclusive business categories are : Mens Fashion Ladies and Kids Footwear Toys and Games Home General Convenience (FMCG) CDIT Watches Mobile Refreshment

The availability of wide range of products in stores suits the customer to purchase. The store is

laid on the designed shelves properly so that the products are well visible and can be access at the customer choice. There is enough free space to approach each product. Due to presence of wide variety of merchandise and presence of good quality of merchandise which suits every pocket increases the customer buying behavior. In mall all modern available technology has been used to save time and efforts to the convenient of customers. The mall has been designed in a manner so that the customers must feel better and satisfied before and after purchase.
The stores were properly laid and there were no case of any over and under stocked visible in

the store.
There were few shops which offer discount to promote their sales. The items are available on

cash payment or by offering debit card. The facility to purchase items on installment was not available. One can feel fresh and cool immediately after entry to the mall.

SUGGESTIONS:
The mall concept of retail gives the customer a convenient place where he can buy every kind of things under one roof. The customers utilizing the mall facility are mainly of young and economic group. The mall facility needs to be made more fascinated for each income group irrespective of their age to enable them to purchase product in cheap rates at their own choice.

Prepared by Sub Rajendra Singh