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A project report on to know the awareness of the customers towards vishal mega mart

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A project report on to know the awareness of the customers towards vishal mega mart

A project report on to know the awareness of the customers towards vishal mega mart

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  • 1. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. EXECUTIVE SUMMARYIt is very important for any company to know how the customers perceive their productsand services. It is customer’s perception which influences the products and servicesoffered by the organization. If the organizations make an attempt to find the customersperception then, depending upon the feed back received, if required, it can alter itsproduct/s accordingly. In today’s competitive scenario understanding the customer’sperception has been receiving increasingly importance and it has became one of the mostimportant tasks for the successful organizations. To be a successful marketer it is necessary to recognise the changing needs of thecustomers and always be adaptive to tailor the product/s and/or services to satisfycustomers need more effectively and efficiently than the competitors to achieve highestcustomers satisfaction ranking..Different customers have different experiences and perceptions towards the brand,understanding these differences and rendering what the customers need is very vital forthe survival and the growth of the organization. In this study an attempt is made to understand the customer perceptions so that thecompany can improve upon the areas where the customers do not have good perceptionsby way of adopting various promotional tools.Ascertaining customer’s perception becomes very complicated. Lot of complications areinvolved in ascertaining the perception. It is very difficult to understand how thecustomers perceive. So understanding the customer’s perception helps to the company toimprove itself in many areas. Babasabpatilfreepptmba.com 1
  • 2. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.COMPANY PROFILEVishal retail Ltd is the largest market retail chain in India with more than 175 stores in24 states & 104 citiesacross India.Retailing, in commerce, consists of buying goods orproducts in large quantities from manufacturers or importers, either directly or through awholesaler, & then selling individual items or small quantities to the general public orend user customers, usually in a shop, also called stores. Retailers are at the end of supplychain that link manufacturers, wholesalers, other suppliers and the final consumers.Marketers see retailing as a part of their overall distribution strategy. Manufactured goodsare worthless until they pass through acid test of retail distribution . The Vishal brand is known for great modern style for men,women and children. Vishal offers high level fashion styling. Since 1986, our name hasbeen synonymous with quality, value and fashion integrity. We offer an unparalleledcollection of clothes for the entire family. Each garment is hand selected for quality andcontemporary styling. Vishal manufactures majority of its own garments and out sourcessome under its direct quality supervision. This enables us to offer the lowest possible andmost reasonable price.Vishal Mega Mart stores offer affordable family fashion at prices to suit every pocket.The outlet retails Garments, Footwear, Home Furnishing, Household, Food & Non-FoodProducts, Ladies Accessories, Lifestyle, Hardware, Car Accessories, Techno& Electricals, Utensils, Sports & Fitness, Stationery, Toys & Games, Travel Accessories,Furniture, Sanitary Ware, Crockery, Consumer Durables, FMCG, etc. in almost all priceranges.What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) istoday a conglomerate encompassing 183 showrooms in 24 states / 110 cities .India’s firsthyper-market has also been opened for the Indian consumer by Vishal. Situated in thenational capital Delhi this store boasts of the single largest collection of goods andcommodities sold under one roof in India. Babasabpatilfreepptmba.com 2
  • 3. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost allprice ranges. The showrooms have over 70,000 products range which fulfills all yourhousehold needs, and can be catered to under one roof. It is covering about 29, 90, 146ssq. ft. in 24 states across India. Each store gives you international quality goods andprices hard to match. The cost benefits that is derived from the large central purchase ofgoods and services is passed on to the consumer. Vishal mart has been fortunate in having very eminent and honest men of vision andgreat talent as Board of Directors and Executives. The ever increasing profit figures ofthe Vishal depict the efficiency of the management. Discount and several otherdevelopments in and around the organized retail trade (the 3% of the total retail trade)indicate the changing dynamics of the sector and the way the business will take shape inthe years to come. For Ram Chandra Agarwal, MD, Vishal Mega mart, the discount waris just a component of the overall evolution process initiated by retailers. “We areconcentrating on buying in volumes through cash purchase which give us an edge.Ultimately, the convenience, value and variety given to customers will make adifference,” he says. Be it managing a supply chain, grappling with hundreds of suppliersor handling store inventory — the modern retail industry is a big affair. Then follow otheraspects like positioning of the brand with apt pricing, packaging and retail experience,understanding the customers, dealing with partners such assuppliers, mall developers and franchisees. However, the biggest challenge is savingbucks either through margins or rentals, so that there is profit even after the discounts.Though it reads as a complete win-win situation, it is surely a tough target to be achieved.“Though organized retail is at its nascent stage, once the brands are established, theFMCGs will have to deliver to their expectations. Moreover, if these FMCGs buckle upwith retailers, the country will see a slew of private labels coming in,” says Sahni. Headds, “These private labels will gradually end up carving a niche for themselves even inthe unexplored territories, including rural India. Minimal advertising or promotional costs will further increase the margins.” TheRetailer’s Association of India (RAI), an association of retailers like Pantaloons, Babasabpatilfreepptmba.com 3
  • 4. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Piramyd, Shoppers’ Stop, Subhiksha Trading, Food World Supermarkets, HypercityRetail, Reliance Petro Marketing, etc, has now asked all Indian FMCG companies tofollow a July 1 deadline for barcoding their products. At present about 25% of Indiancompanies do not carry barcodes on their products. Industry experts insist that barcodingis just one of the upgrades that Indian FMCG companies need to do to cater to thedemands of an organized retail scenario.SBI Card on Monday launched a co-branded card in association with leading retail chainVishal Mega Mart to tap the booming organized retail market that is pegged to hit Rs1,09,000 crore (Rs 1090 billion) by 2010."SBI Vishal Mega Mart Card is one of the best co-branded credit card that offers rewardpoints and other benefits to frequent shoppers and will be free for those who spend aboveRs 7,500 per annum," Roopam Asthana, CEO, SBI Card said in New Delhi.Asthana said the card would be free of cost for the first year, but would charge Rs 700per annum if purchase on the card was less than Rs 7,500.Other SBI cardholders could also flip their card for SBI Vishal Mega Mart card and use itlike any other credit card."By partnering with SBI Card, we are not just offering customers a convenient paymentmechanism but a unique consumer loyalty programme that rewards them every time theyshop," Ram Chandra Agarwal, MD, Vishal Retail said.Some of the features of the co-branded card include Rs 250 discount voucher on signingup for the card and a set up by which the card holder earns five reward points on every Rs100 spent that could go up to eight points on spends above Rs 7,500 and the points areredeemed at any Vishal Mega Mart store.Other offers in the credit card are no transaction fee on fuel purchase at select IOC andIBP petrol pumps and balance transfer facility without any interest for 75 days andcomplementary personal accident insurance.Vishal Mega mart retails a large variety of household, FMCG and consumer durablegoods at bargain prices at its 24 self-owned stores, which are likely to increase to 50 bythe end of 2006. Babasabpatilfreepptmba.com 4
  • 5. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.PROFILENAME OF THE ORGANISATION VISHAL RETAIL LIMITEDREGISTRED & HEAD OFFICE PLOT NO 332,NEAR TELCO WORK BEHIND SHOKEEN FARM LANDS, RANGPURI DELHI,---- 110037COMPANY INCORPORATED: IN I986COMPANY LOCATION CALCUTTAAREA 25000 SqFOUNDERS UMA AGARWAL,PRODUCTS Consumer Products,IndustrialProducts, Shoping Products, convienanceProductsIndustry : Retail IndustryCompetitors Big Bazar, Shopers shop,Technology : SAP,TALLY,Products available a Vishal mega mart:Apparel and Accessories for Men, Women and Children, Sarees, Linens,Baby Accessories,Cosmetics,Crockery,Dress Materials Suiting & Shirting,Electrical Accessories, Electronics,Footwear, Babasabpatilfreepptmba.com 5
  • 6. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Toys,Home Textiles, Home Needs, Home Decor,Household Appliances, Household Plastics, Utensils & UtilitiesFUNCTIONAL DEPARTMENTSThe store operations are divided into various operations which are carried out by therespective functional departments.ADMINISTRATION DEPARTMENT Admin department is divided into following sections: 1. Security services:The security personnel are under contract basis. They are security staff working for vishal Retail India Ltd. The complete store security and movement tracking are under their control. 2. House Keeping: Their main duty is to look after the cleanliness and overall hygiene of the store. The admin manager creates checklists for the cleaning schedules and the team members work in accordance to those checklists. Checklists include cleaning the floor, lifts, escalators, staircase, window panes, various shelves and display racks, AC ducts, Glass walls, trolleys, baskets, parking areas etc. 3. Packers: Proper packing of the sold goods is required before handing it over to the customer. Helpers to the cashiers are appointed to do this job. Packing the food items, items to be handled with care and other items all separately is their job. 4. Loaders: Few people are appointed to load and unload merchandise from trucks and cautiously transfer them to the desired location in the store. 5. Standard operation and procedures: In this section various registers are maintained- Babasabpatilfreepptmba.com 6
  • 7. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. A]Key movement register- The various store keys are maintained by different staff members. These people have to make entries in their register regarding the keys they carry. B]Staff Value declaration register- Every staff member while entering the store has to declare the amount of cash with him/her. This is done to minimize thefts within the store. C]Customer Footfall Report: This register is updated every hour. The total number of customers that entered the store in that hour are counted and noted down in this register. D]Staff Purchase Register- Entries are made in this register regarding the purchases made by the staff members in the store. 6]Staff Grooming Register- Entries regarding the appearance, personal hygiene, presenting self and dress code of the team members is made. A long checklist regarding staff grooming is referred to make these entries.MAINTENANCE AND FACILITIES DEPARTMENTThe functions of this department are- 1) To check the functioning of various items like Escalators, AC’s, Frozen section, Lighting equipments etc. In case of their malfunctioning, repairs have to be carried out as soon as possible to ensure proper store operation. 2) To check and note the opening and closing electricity meter readings and prepare a monthly statement. 3) Ensure safe and consistent power supply at the store.7) I.T. DEPARTMENT Babasabpatilfreepptmba.com 7
  • 8. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.The software used on Retail Enterprise Manager(REM). In this all the informationconcerning the product like, name, category barcode number, MRP, discount rate, netprice etc are stored.Day opening and day closing are the important activities in REM, where REM will allowthe users to start transactions for the day and freeze all document transactions made forthe day respectively. All the incremental stock balances will be loaded into REM at theday opening activity. The sales and collection data will be posted to the staging server forthe Sap at the day closing activity.DEPARTMENT STORESVishal mart operates in a four floored building and the 2 floors are divided into varioussections called Department Stores.The various department stores are:1. Food Store2. Wellness,3. Customer Service Desk,4. Plastics - Utensils - Crockery Department,5. General Merchandise,6. Mobile Store7. Apparels,8. New Business Development,9. Electronic Store10.Furniture Store. CUSTOMER SERVICE DESK(CSD)Customer service means meeting or exceeding the customer’s expectations and needs.Customer Service is not a one time activity, it should reflect in each and every activity. Babasabpatilfreepptmba.com 8
  • 9. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Be it the facilities, layout of the store, communication and interaction or the companypolicies, all affect the customer service.CSD has been formed to take care of customer needs and problems. CSD also providesvarious services like -1. Alterations with respect to apparels2. Exchanges of merchandise3. Gift wrappings4. Baggage counters for safe deposit of customer baggage.5. Share with us - Customer feed back6. In-store communication- transferring telephone calls7. Free gifts8. Sale of gift vouchers9. Home delivery for food Store10. Home delivery for electronics and furniturePRODUCT CLASSIFICATIONSProducts and services fall into two broad classes based on the type of customers that usethem:1. Consumer products2. Industrial products1. Consumer products : Consumer products are products and services bought by finalconsumers for personal consumption: Marketers usually classify these products andservices further based on how consumers go about buying them. Consumer productsinclude convenience products, shopping products, speciality products, and unsoughtproducts. These products differ in the ways consumers buy them and therefore in howthey are marketed. Babasabpatilfreepptmba.com 9
  • 10. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Convenience Products : are consumer products and services that the customer usuallybuys frequently, immediately, and with a minimum of comparison and buying effort.Examples include soap, candy, newspapers, and fast food. Convenience products areusually low priced, and marketers place them in many locations to make them readilyavailable when customers need them.Shopping Products: are less-frequently-purchased consumer products and services thatcustomers compare carefully on suitability, quality, price, and style. When buyingshopping products and services consumers spend much time and effort in gatheringinformation and making comparisons, Examples include furniture, clothing, used cars,major appliances, and hotel and airline services, shopping products marketers usuallydistribute their products through fewer outlets but provide deeper sales support to helpcustomers in their comparison efforts.Speciality Products : are consumer products and services with unique characteristics orbrand identification for which a significant group of buyers is willing to make a specialpurchase effort, Example include specific brands and types of cars, high pricedphotographic equipment, designer clothes, and services of medical or legal specialists. ALamborghini automobile, for example, is a specialty products because buyers are usuallywilling to travel great distances to buy one. Buyers normally do not compare speciallyproducts. They invest only the time needed to reach dealers carrying the wantedproducts.2. Industrial Products: Industrial products are those purchased for further processing orfor use in conducting a business. Thus, the distinction between a consumer product andan industrial product is based on the purpose for which the product is bought. If the sameconsumer buys the same lawn mower for use in a landscaping business, the lawn moweris an industrial product.The three groups of industrial products and services includeMaterials and parts,Capital items, andSupplies and services, Babasabpatilfreepptmba.com 10
  • 11. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Material consist of farm products (wheat, cotton, livestock, fruits,vegetable) etc., and natural products (fish, lumber, crude petroleum, iron ore).Manufactured materials and parts consist of component materials (iron, yarn, cement,wires) and component parts small motors, tires, castings.Marketing strategies for various products:1. Convenience Products:Price: convenience products are usually low priced goods.Distribution/Place: the distribution is widespread and the products are made to beavailable easily. Convenient locations are also very essential. Promotion: the promotionactivities are usually mass promotion by the producer.Examples: toothpaste, magazines.2. Shopping Products:Price: shopping products are usually high priced goods. Distribution/Place: thedistribution is selective and there are fewer outlets.Promotion: the promotion activities are usually advertising and personal selling by bothproducer and resellers. Examples: televisions, furniture.3. Speciality Products:Price: speciality products are usually high priced goods.Distribution/Place: the distribution is exclusive and there are fewer outlets per marketarea.Promotion: the promotion activities are more carefully targeted these activities arecarried on by both producer and resellers.Examples: Rolex watches, fine crystal.CONSUMER BEHAVIOUR TOWARDS VARIOUS PRODUCTS1. Convenience Products: Babasabpatilfreepptmba.com 11
  • 12. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.These products are frequently purchased by the consumer as they are required for dailyuse. There is very little planning involved and there are very little comparisons betweensimilar or subsidiary products. The shopping efforts are also very low and the customerdoes not involve himself while shopping.2. Shopping Products:These products are purchased less frequently as they are usually durables. There is a lotof planning involved while shopping and shopping efforts are also high. There is a lot ofcomparison between brands, price, quality, style etc. and the consumer may postpone thepurchase to get a better product.3. Speciality Products:These products have strong brand preference and brand loyalty. There are specialshopping efforts made by the customer to get these products. There is low comparison ofbrands and there is low price sensitivity.DEPARTMENT STORESVishal mega mart operates in a building and the are divided into various sections calledDepartment Stores.The various department stores are:1. Food Mart2. Plastics - Unsils - Crockery Department,3. Mobile Mart4. Apparel5. Electronic Mart Babasabpatilfreepptmba.com 12
  • 13. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.6.Furniture MartI. FOOD Mart Flagged off in April 2002, Food Mart is a chain of large supermarketswith a o difference, where the best of western and Indian values have been put together toensure o the satisfaction of the customers while shopping. Food mart’s concept is tocreate and blend a typical Indian mart and international supermarket atmosphere with theobjective of giving the customer all the advantage of Quality, Range and Price associatedwith the large format stores and also the comfort to See-Touch and Feel the products. Thewestern values of convenience, cleanliness and hygiene are offered through pre-packedcommodities and the Indian values of See-Touch and Feel are offered through the bazaarlike atmosphere created by displaying staples out in open. All product are economical andat affordable prices without any compromise on quality.Food mart mainly deals with three categories of products: Food, Non Food & Staples.The sub categories are described below: FOOD Ready to eat Snacks Ready to fry Health Drinks Pickles Noodles & VermicelliNON-FOODThis section has two divisions: Personal Care and Home Needs.Personal care Home Needs Babasabpatilfreepptmba.com 13
  • 14. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.•Shaving Needs 1.Toilet cleaners•Sanitary 2.Detergent•Oral care 3.Liquid Soaps•Soaps 4.Insect Killers•Skin care•ShampooSTAPLES•Cereals•Rice•Spices•Masalas•FlavorsThe contribution of Food Store to the total business is 30%.The Food mart employees are highly productive. They strive hard to give the customersthe best of services. They boost the sales through their conduct. They are wellgroomed. .Food mart attracts masses as well as the classes. It is purely a self servicestore.The store layout is convenient and keeps good walk able spaces even in rush ( situations.The products are neatly displayed using shelves, fin wired shelves, crags etc. Signaturesare used for providing information of the products.Vendors visit Food Mart for taking orders of the merchandise. The products that arerequired are identified by food Bazaar category team and based on this requirement Babasabpatilfreepptmba.com 14
  • 15. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Purchase Order is issued. The material is then issued by the Vendor in accordance to thepurchase order. While in warding care needs to be taken to check that material in warded are inaccordance to the purchase order. Quality check of the in warded material is alsoimportant at this point.Note . Food MART does not deal with the merchandise of eggs, milk and curd.2. APPARELSApparels Section is divided into four categories: Men’s, Ladies, Kids and Home linen.MEN’S LADIESFormals WesternCasuals SareesEthnics Dress materialsAccessories AccessoriesNightwear NightwearDenim & T-shirts TopsKIDS HOMELINENBoys Bed SheetsGirls Bed coversMix N Match BlanketsInfants PillowsAccessories Pillow CoversDiapers Razai Babasabpatilfreepptmba.com 15
  • 16. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.The total contribution of apparels is around 32% out of which ladies is around 6.5%, Kidsis 4.5% , Home is 6% and Men’s is 12%.Situated on the second floor, Apparels department has a wide variety of clothing in all itssections. The layout of the store is quite spacious and comfortable for shopping.Mannequins are placed at promotion areas. Water fall bins, 4 arm, 6 arm derads, shelves,step tables and gap tables are conveniently used to display the products. Signage’s areplaced at proper places for customer convenience. Apparels are placed pattern wise andnot practicing color or size blocking techniques which would be recommended.Largenumber of accessories are available in all sections which include diapers, caps, belts,scarf, wallets etc.3. GENERAL MERCHANDISEThe main sections falling under General Merchandise are:1. Luggage,2. Foot wear,3. Toys and4. Sports.Toys section includes soft toys, dolls, cars, battery based and key based toys, boardgames, infant toys, puzzles, educational toys and many more. Remote control cars andteddy bears are the fast moving items in this section.Luggage section deals with variety of suitcases, bags, purses, briefcases, travelaccessories, wallets etc. There are a wide range of products in this section. Branded andnon branded both items have been kept for display.Footwear section is again divided into sections - Ladies, Mens, and Kids. Each sectionhas variety of shoes both formal & sports, slippers, sandals, bathroom slippers etc.Accessories like shoe polish, socks, laces are all available in this section.General Merchandise contributes to around 12% of the total sales. Babasabpatilfreepptmba.com 16
  • 17. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.4. ELECTRONICS MARTElectronics is an ever evolving field and hence is a fast moving market. New productskeep cropping in and so are the old products out dated. New technology and hence newfeatures continue to flow in, forcing the past technology to mark down. Thus it isextremely necessary for the store keepers to keep their goods fast moving before they getout dated.This section in Vishal mega mart is sub divided into following sections:• Cool and Clean - A/Cs, Refrigerators, Water purifiers.-Sight And Sound - TV, Home Theatre, Stereos.• My Things – Digital Cameras, Camcorders, MP3, MP4 players, Laptops.-Small Appliances - Fans, Irons, MixersServices provided –1. Home Delivery - Any purchases above Rs.5000 is be provided free home deliveryservice. If demanded products are not available in the showroom, then collects the saidproduct from warehouse and delivers it within 2 days.2. After Sales Service - This service is provided by the manufacturers. Heavy productslike washing machines, refrigerators, also known as white goods are repaired atcustomers residence.4. MOBILE STOREMobile bazaar has following sub-sections -1. Hand Sets Babasabpatilfreepptmba.com 17
  • 18. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.2. Connections3. Accessories4. RechargeMobile mart has good collection of different variety of mobiles like Nokia, Fly, SonyEricsson, Samsung, Motorola. They do not provide any after sales service. Customershave to contact the respective mobile company service centers for getting service.Mobiles are high end products and special care has to be taken for their security. Dailysales check list is prepared and stocks are verified at the store opening and closing times.Mobiles are kept in drawers which are locked and sealed at store closing times. The sealhas to be duly signed by the concerned department Manager. Seal is checked beforeopening at the time of store opening.Total contribution of Mobile mart to the total sales is around 6%.5. FURNITURE MARTThis section includes variety of furniture - sofas, centre tables, dining sets, show cases,study tables, computer tables, beds, beddings, side tables, TV units, utility shelves andaccessories. There are a large number of products which are displayed but not all of them.There are catalogs to view all the available range of products. One year warranty isoffered with all the furniture items.The team members in this section include a few fitters. Free Home delivery is offeredsimilar to electronics bazaar. Fitters are sent at the time of home delivery for fitting thefurniture items at customers residence.At the time of booking a furniture item, the stock list is checked to find out if the stockfor that particular item is present in the ware house. If the item is out of stock, no order istaken and the customer is asked if he could wait for more days.At the time of booking, the customers have to settle full cash payment of the item theybook. The Chelan form is then filled for the product details, customer address, bookingdate and delivery date. These details are mailed to category team who in turn sends the Babasabpatilfreepptmba.com 18
  • 19. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.stock transfer number to the store. On the day of delivery, item is collected from the warehouse and sent to the customer address accompanied by the fitter, if needed.Limitations: Most of the customers ask for the home delivery on holidays.INDUSTRY PROFILERetailing, in commerce, consists of buying goods or products in large quantities frommanufacturers or importers, either directly or through a wholesaler, & then sellingindividual items or small quantities to the general public or end user customers, usually ina shop, also called stores. Retailers are at the end of supply chain that link manufacturers,wholesalers, other suppliers and the final consumers. Marketers see retailing as a part oftheir overall distribution strategy. Manufactured goods are worthless until they passthrough acid test of retail distribution.Distribution ChannelManufacturer--Wholesaler—Retailer—Final--ConsumersOver the years, the concept of “retail” has undergone a complete makeover owing to anumber of factors like increased income, affordable prices of merchandises, lucrativefinancial packages, growing openness and organized retail.The goal of retail shop should, by large, be- 1. To serve the community 2. To provide employment opportunities Babasabpatilfreepptmba.com 19
  • 20. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. 3. To make reasonable profitsRetailer is a person closest to the customer, that enables him to know the preferences ofcustomers and feedback of the product or services that he offers. The success of retailerdepends much on his ability to meet the real needs of consumers. The retail store has anobligation to its employees. They have to be motivated and contended. Profit is importantconsideration in the management and operation of the store. High taxes, keen competitionand increased cost of sales all have an unfavorable effect on the retailers. Efficient stockcontrol, wise merchandise investment, cut in unwanted expenses and general expensecontrol, personalized services to consumers, adoption of modern principles of businessmanagement, liberal use of electronic computers and new communication tools, are someof the progressive measures by means of which retailers can ensure reasonable profitmargin.Retailing includes all the activities involved in selling product or services directly to finalconsumers for their personal, non-business use. Many institution- manufacturers,wholesalers and retailers- do retailing. But most retailing is done by retailers: businesseswhose sales come primarily from retailing. Although most retailing is done in retail stores, in recent years non-store retailinghas been growing much faster than has store retailing. Non-store retailing includes sellingto final consumers through direct mail, catalogs, telephone, the internet, T.V homeshopping shows, home and office parties, door to door contact, vending machines andother direct selling approaches. Big retail chains are founded with the objective of providing comprehensive rangeof product and services to consumers at low prices. Compared to other centers, hypermarkets do offer around the year products and services at low price and they are alsoknow, for this reason, as discount chain. In addition of the general trait of low price,hyper markets also observe discount polices, which, in turn, result in making them themost popular centres among consumers. Babasabpatilfreepptmba.com 20
  • 21. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Retailing includes all the activities involved in selling goods or services directly to finalconsumers for personal, non-business use. A retailer or retail store is any businessenterprise whose sales volume comes primarily from retailing. Any organization sellingto the final- whether it is manufacturer, wholesaler, or retailer- is doing retailing. It doesnot matter how the goods or services are sold (by person, mail, telephone, vendingmachine, or internet) or where they are sold (in the store, on the street, or in consumershome).Retailing is a trading activity directly activity directly related to the sale of goods ofservices to the ultimate consumer for personal, non-business use. A retailer is the lastmiddleman in the machinery of distribution and he is responsible to satisfy recurrentwants of consumers, Retail trade is selling of varied goods in small quantities to the finalconsumer. There are three distinguishing feature of retail trade. The retailer deals in smallquantities and his business is usually local in character. Secondly retail trade alwaysshows tendency towards variety as it has to satisfy innumerable wants of consumers. Aspecialized retail shop is an exception. Thirdly a retailer, by predating near about theresidential areas of consumer, sells his wares directly to consumers. Manufactured goodsare worthless until they pass acid-test of retail distributions. The retailer alone can offersafe and reliable goods to consumers.Levels of Service:The wheel-of-retailing hypothesis explains one reason that new store types emerge.Conventional retail stores typically increase their services and raise their prices to coverthe costs. These higher costs provide an opportunity for new store forms to offer lowerprices and less service. New store types meet widely different consumer preferences forservice levels and specific services.Retailers can position themselves as offering one of four levels of service:1. Self-service: Self-service is the cornerstone of all discount operations, Manycustomers are willing to carry out their own locale-compare -select process to savemoney. Babasabpatilfreepptmba.com 21
  • 22. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.2. Self -selection: Customers find their own goods, although they can ask for assistance.3. Limited service: These retailers carry more shopping goods, and customers need moreinformation and assistance. The stores also offer services (such as credit andmerchandise-return privileges).4. Full services: Salespeople are ready to assist in every phase of the locate-compare-select process. Customers who like to be waited on prefer this type of store. The highstaffing cost, along with the higher proportion of specialty goods and slower-movingitems and the many service, results in high-cost retailing.Trends in Retailing1. New retail forms and combinations, some supermarkets include bank branches, Bookstores feature coffee shops. Gas stations include food stores.2. Growth of intertype competition, different types of stores-discount stores, catalogue showrooms, department stores-all compete for the same consumers by carrying the same type of merchandise.3. Growth of giant retailers. Through their superior information systems, logistical systems, and buying power, giant retailers are able to deliver good service and immense volumes of product at appealing prices to masses of consumers. They are crowding out smaller manufacturers who cannot deliver enough.4. Growing investment in technology Retailers are suing computers to produce better forecasts, control inventory costs, order electronically from suppliers, send e-mail between stores, and even sell to customers within stores. They are adopting checkout scanning system" electronic funds transfer; electronic data interchange" in store television, store traffic radar systems," and improved merchandise-handling systems.5. Global presence of major retailers. Retailers with unique format and strong brand positioning are increasingly appearing in other countries Us retailers such as Me Donalds has become globally prominent, Wal-Mart operates over 700 stores (outside USA) Babasabpatilfreepptmba.com 22
  • 23. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.6. Selling an experience, not just goods Retailers are now adding him and community in order to compete with other stores and online retailers. There has been a rise in establishments that provide a place for people to congregate, such as coffee houses, tea shops, juice bars, book-shops, etc.INDIAN SCENARIOIndian retail industry has the potential to grow to Rs 35,000 crore in three years.Defining a new consumer culture, retailing beats everything else hollow. Though still at anascent stage, the rate at which retail outlets are mushrooming could give an amoeba acomplex. From supermarkets and hypermarkets to department stores and conveniencestores and one-stop shops, a retailing wave is currently on in the country. And from foodto music and apparel to tea and coffee bars, companies of all hues are indulging in retailspeak. Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs 15,000 crore today, with a potential to expand to Rs 35,000 crore in 2005. The Indian consumer initially accepted everything that was offered to them butfrom the nineties the trend changed and the market became more consumers driven.Consumers became more specific about what they wanted and did not pick up anythingand everything that was given to them. In shot they became very choosy and neededalternatives to choose from. These in turn made the Indian consumers moreknowledgeable about the products and facilities and they have now become tough critics,savvy, purchasers, value driven spenders and practical thinkers when it comes toshopping. The demand for their time at work and home has made the consumersextremely selective about how they would spend their limited time on shopping. The rate of growth in India has gradually picked up in the last two decades.Growth prospects apart, Indias very size acts as the fourth largest economy in the world.It is also the second most populous nation in the world. This clearly indicates that withinthe broad picture of a developing nation, there are segments to represent big enough torepresent large markets for organized retail. Due to the increasing demand of consumersfor variety and convenience under one single roof and the concept of shopping malls Babasabpatilfreepptmba.com 23
  • 24. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.started taking shape in India. Though the concept of shopping malls came from the west,when it was introduced in India is was according to Indian taste and preferences. Shoppers stop was the first Shopping mall to start in India. It was promoted byMr.K.Raheja , a prominent Mumbai-based builder, opened the first outlet in Andheri,Mumbai in 1991, initially it underwent a fair share of growing pains but slowly it caughton and has now been very well excepted by the masses.In India there are a number of large towns and the population in these towns is also veryhigh. This acts as a very important factor to attract the large retailers in venturing intothese towns. In the ascending traffic congestion levels, the net result is over crowdedtowns and parking hassles, One-stop shops have become the places of choice in such ascenario.The India Retail Industry is the largest among all the industries, accounting for over 10per cent of the country�s GDP and around 8 per cent of the employment. The RetailIndustry in India has come forth as one of the most dynamic and fast paced industrieswith several players entering the market. But all of them have not yet tasted successbecause of the heavy initial investments that are required to break even with othercompanies and compete with them. The India Retail Industry is gradually inching its waytowards becoming the next boom industry.The total concept and idea of shopping has undergone an attention drawing change interms of format and consumer buying behavior, ushering in a revolution in shopping inIndia. Modern retailing has entered into the Retail market in India as is observed in theform of bustling shopping centers, multi-storied malls and the huge complexes that offershopping, entertainment and food all under one roof.A large young working population with median age of 24 years, nuclear families in urbanareas, along with increasing workingwomen population and emerging opportunities in theservices sector are going to be the key factors in the growth of the organized Retail sectorin India. The growth pattern in organized retailing and in the consumption made by theIndian population will follow a rising graph helping the newer businessmen to enter theIndia Retail Industry. Babasabpatilfreepptmba.com 24
  • 25. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.In India the vast middle class and its almost untapped retail industry are the key attractiveforces for global retail giants wanting to enter into newer markets, which in turn will helpthe India Retail Industry to grow faster. Indian retail is expected to grow 25 per centannually. Modern retail in India could be worth US$ 175-200 billion by 2016. The FoodRetail Industry in India dominates the shopping basket. The Mobile phone Retail Industryin India is already a US$ 16.7 billion business, growing at over 20 per cent per year. Thefuture of the India Retail Industry looks promising with the growing of the market, withthe government policies becoming more favorable and the emerging technologiesfacilitating operations.THE INDIAN RETAIL SCENEIndia is the country having the most unorganized retail market. Traditionally it is afamily�s livelihood, with their shop in the front and house at the back, while they runthe retail business. More than 99% retailer�s function in less than 500 square feet ofshopping space. Global retail consultants KSA Technopak have estimated thatorganized retailing in India is expected to touch Rs 35,000 crore in the year 2005-06.The Indian retail sector is estimated at around Rs 900,000 crore, of which the organizedsector accounts for a mere 2 per cent indicating a huge potential market opportunity thatis lying in the waiting for the consumer-savvy organized retailer.Purchasing power of Indian urban consumer is growing and branded merchandise incategories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and evenJewellery, are slowly becoming lifestyle products that are widely accepted by the urbanIndian consumer. Indian retailers need to advantage of this growth and aiming to grow,diversify and introduce new formats have to pay more attention to the brand buildingprocess. The emphasis here is on retail as a brand rather than retailers selling brands. Babasabpatilfreepptmba.com 25
  • 26. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.The focus should be on branding the retail business itself. In their preparation to facefierce competitive pressure, Indian retailers must come to recognize the value ofbuilding their own stores as brands to reinforce their marketing positioning, tocommunicate quality as well as value for money. Sustainable competitive advantagewill be dependent on translating core values combining products, image and reputationinto a coherent retail brand strategy.There is no doubt that the Indian retail scene is booming. A number of large corporatehouses � Tata�s, Raheja�s, Piramals�s, Goenka�s � have already madetheir foray into this arena, with beauty and health stores, supermarkets, self-servicemusic stores, newage book stores, every-day-low-price stores, computers andperipherals stores, office equipment stores and home/building construction stores.Today the organized players have attacked every retail category. The Indian retail scenehas witnessed too many players in too short a time, crowding several categories withoutlooking at their core competencies, or having a well thought out branding strategy.STRATEGIES, TRENDS AND OPPORTUNITIES 2009Retailing in India is gradually inching its way toward becoming the next boom industry.The whole concept of shopping has altered in terms of format and consumer buyingbehavior, ushering in a revolution in shopping in India. Modern retail has entered Indiaas seen in sprawling shopping centres, multi-storied malls and huge complexes offershopping, entertainment and food all under one roof. The Indian retailing sector is at aninflexion point where the growth of organized retailing and growth in the consumptionby the Indian population is going to take a higher growth trajectory. The Indianpopulation is witnessing a significant change in its demographics. A large youngworking population with median age of 24 years, nuclear families in urban areas, alongwith increasing workingwomen population and emerging opportunities in the servicessector are going to be the key growth drivers of the organized retail sector in India.GROWTH OF RETAIL SECTOR IN INDIA Babasabpatilfreepptmba.com 26
  • 27. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Retail and real estate are the two booming sectors of India in the present times. And ifindustry experts are to be believed, the prospects of both the sectors are mutuallydependent on each other. Retail, one of India�s largest industries, has presentlyemerged as one of the most dynamic and fast paced industries of our times with severalplayers entering the market. Accounting for over 10 per cent of the country�s GDPand around eight per cent of the employment retailing in India is gradually inching itsway toward becoming the next boom industry.RETAILING FORMAT IN INDIAMalls:The largest form of organized retailing today. Located mainly in metro cities, inproximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. Theylend an ideal shopping experience with an amalgamation of product, service andentertainment, all under a common roof. Examples include Shoppers Stop, Piramyd, andPantaloon.Specialty Stores:Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,RPGs Music World and the Times Groups music chain Planet M, are focusing onspecific 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 MRPthrough selling in bulk reaching economies of scale or excess stock left over at theseason. The product category can range from a variety of perishable/ non-perishablegoodsThe Indian retail market, which is the fifth largest retail destination globally, has beenranked the second most attractive emerging market for investment after Vietnam in the Babasabpatilfreepptmba.com 27
  • 28. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.retail sector by AT Kearneys seventh annual Global Retail Development Index (GRDI),in 2008. The share of retail trade in the countrys gross domestic product (GDP) wasbetween 8–10 per cent in 2007. It is currently around 12 per cent, and is likely to reach 22per cent by 2010.A McKinsey report The rise of Indian Consumer Market, estimates that the Indianconsumer market is likely to grow four times by 2025. Commercial real estate servicescompany, CB Richard Ellis findings state that Indias retail market is currently valued atUS$ 511 billion.Banks, capital goods, engineering, fast moving consumer goods (FMCG), softwareservices, oil marketing, power, two-wheelers and telecom companies are leading the salesand profit growth of India Inc in the fourth quarter of 2008-09. India continues to beamong the most attractive countries for global retailers. At US$ 511 billion in 2008, itsretail market is larger than ever and drawing both global and local retailers. Foreigndirect investment (FDI) inflows as on January 2009, in single-brand retail trading, stoodat approx. US$ 25.18 million, according to the Department of Industrial Policy and Promotion(DIPP).Indias overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3 trillionby 2018, at a compound annual growth rate (CAGR) of 10 per cent. As a democratic country withhigh growth rates, consumer spending has risen sharply as the youth population (more than 33percent of the country is below the age of 15) has seen a significant increase in its disposableincome. Consumer spending rose an impressive 75 per cent in the past four years alone. Also,organised retail, which accounts for almost 5 per cent of the market, is expected to grow at aCAGR of 40 per cent from US$ 20 billion in 2007 to US$ 107 billion by 2013.India has emerged the third most attractive market destination for apparel retailers, according to anew study by global management consulting firm AT Kearney. It further says that in India,apparel is the second largest retail category, representing 10 per cent of the US$ 37 billion retailmarket. It is expected to grow 12-15 per cent per year. Apparel, along with food and grocery, willlead the organised retailing in India. India has one of the largest numbers of retail outlets in theworld. A report by Images Retail estimates the number of operational malls to grow more thantwo-fold, to cross 412, with 205 million square feet by 2010, and a further 715 malls to be addedby 2015, with major retail developments even in tier-II and tier-III cities in India. Babasabpatilfreepptmba.com 28
  • 29. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Marks & Spencer Reliance India is planning to open 35 more stores over the next five years,according to Mark Ashman, CEO of the company. The 51:49 joint venture between UK’s Marksand Spencer and Reliance Retail Ltd already has 15 stores in India.Future Group has been restructured to test the new rules on FDI under Press Notes 2, 3 and 4issued in February 2009. The company plans to bring in up to US$ 148.7 million in foreigninvestment. Although FDI is permitted only in single-brand retail and not permitted in multi-brand retail businesses like Future Groups, the conglomerate has created two layers of operationsto take advantage of the three Press Notes that allow FDI up to 49 per cent in operating-cum-investment companies as long as they are owned and controlled by Indians.Carrefour SA, Europe’s largest retailer, may start wholesale operations in India by 2010 andplans to set up its first cash-and-carry outlet in the National Capital Region. Currently, Carrefourexports goods worth US$ 170 million from India to Europe, UAE, Indonesia, Europe, Thailand,Singapore and Malaysia.Jewellery manufacturer and retailer, Gitanjali Group and MMTC are jointly setting up a chain ofexclusive retail outlets called Shuddi–Sampurna Vishwas. The joint venture, which plans to openaround 60 stores across India by end of this year, will retail hallmarked gold and diamondjewellery.Mahindra Retail, a part of the US$ 6.7-billion Mahindra Group, plans to invest US$ 19.8 millionby 2010 to step up its specialty retail concept Mom and Me.RETAILING PRINCIPLES1. To define the core customer and merchandise for the store, its price points, its assortments and presentation of sales for that target group.2. To have consistency of quality in every merchandise of the store i.e. same taste and rice points for every merchandise.3. To always have a unique and exclusive merchandise to differentiate itself from its competitors.4. To give value for money to the customers.5. To give publicity and to be on the top of the mind, awareness through various promotional schemes and excitement in store this generates traffic and then business.6. To give convenience and service to our customers. To be low cost operator in term of cost.7. To build up successful partnerships with franchisees. Babasabpatilfreepptmba.com 29
  • 30. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.8. To upgrade technologies, by way of bar-coding, computerised reordering system and to monitor inventories, analyse the customer data base for effective marketing.Objective of the study: To know the awareness of the customers towards vishal mega mart. To know whether the customers are satisfied with present service given by the vishal mega mart Factors considering while purchasing retail products. To know the effectiveness of the promotional activities done by vishal mega mart To seek the suggestions and opinions from customers regarding the improvement of service of vishal mega mart.NEED OF THE STUDYThe behaviour of the consumer at the market place is depending on what he thinks as areality or on his perception and knowledge about the world around him. This perceptionmay be based on sensations from the outside world which in turn may be influenced bypast experience or learning, expectations, fantasies beliefs, values, personality etc. Thusfor having a letter understanding of buying behavior of individual marketers mustexamine the importance of perception and its integration with the related concepts. Thisinformation will help him to device marketing strategies and programmers, such as tohelp consumers to perceive their (firm’s) products or services positively.Scope of the study:The data was collected from the respondents across all the ages, income groups,occupation and gender. Babasabpatilfreepptmba.com 30
  • 31. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.The total sample size for the study is 100.The study involves ascertaining the customer perception towards various areas such asprice, products, services, promotional activity, billing system etc.So the study tried to get the responses from almost all kinds of respondents. The studycovered the respondents who visited the store for shopping.The study also covered the areas which are important for the marts in improving theirperformance. So the study of the Customer perception is extensive and covers respondents across all categoriesLimitations of the studyEvery research is carried under some boundaries and this research is not an exception.The limitations of this research are:The opinion of the respondents may not represent the whole population.Due to the limitations of time, a larger respondent base could not be covered and waslimited to a sample size of 100 respondents.There might have been tendencies among the respondents to filter their responses underthe given conditions.The customer’s opinion might have been biased and may not represent the wholepopulation of the city.Most customers were busy and with their work.Analysis of data obtained from the questionnaire was done on the assumption that honestand correct information had been given by the respondentsResearch methodologyMeaning:A research design is a method and procedure for acquiring information needed to solvethe problem. A research design is a basic plan that helps in data collection or analysis. Itspecifies the type of information to be collected, the source and collection procedure. Agood research decision will ensure that the data collected is relevant to the objectives tobe achieved. Babasabpatilfreepptmba.com 31
  • 32. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Sampling ProcedureIn the study of this kind primary data plays a vital role. Regardless of the method used toobtain the primary data (experimentation, observation and survey), the researcher has todecide whether the data to be obtained from every unit of the population under study oronly a representative portion of the population will be used. The first approach, which iscollecting data about each and every unit of the population, is called census method. Thesecond approach, where only a few units of population under study are considered foranalysis is called sampling method.Data type:Secondary data:The first step in data collection approach is to look for secondary data. Secondary data isgenerally developed and published for some purpose other than for helping to solve theproblem at hand.In this study secondary data is used for the exploratory research and secondary dataincludes data collected from existing records and personal observation The secondary sources used to collect the data are: Organisation Records, Reference Books, Articles in Newspapers , Magazines and Journals ,Related Web sitesPrimary data:The primary data is collected for the purpose of solving the problem at hand. In this studyprimary data is collected for the descriptive research for the accurate description of thevariables of the problem. The data is a first hand data collected directly from therespondents.Method of Sampling Babasabpatilfreepptmba.com 32
  • 33. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.1. Population: Respondents from Hubli city.2. sample size: The total sample size for the study was 100 respondents.3. sample element: Vishal mega mart customers4. Sampling unit: Businessmen’s, professionals, students, employee5. sampling extent: Hubli city . Babasabpatilfreepptmba.com 33
  • 34. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.CHAPTER ------ 2 Data analysis and Interpretation Are you aware of vishal mega mart Frequency Percent Valid Percent Cumulative Percent Valid Yes 100 100.0 100.0 100.0Analysis: From the survey we come to know that 100% of the respondents are knowthe vishal mega mart.Interpretation: The study shows that vishal mart known by all 100respondentswhere we have done the survey in hubli. Babasabpatilfreepptmba.com 34
  • 35. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.How did you come to know about vishal mega mart Frequenc Percent Valid Cumulative y Percent PercentValid Friends&relatives 34 34.0 34.0 34.0 TV ads 20 20.0 20.0 54.0 Papers&magazines 30 30.0 30.0 84.0 Pamplets 16 16.0 16.0 100.0 Total 100 100.0 100.0Analysis: From the study we come to know that In 100% respondents 34% of people areknow vishal mega mart by friends and relatives.20% people are known by tv adds.30%are known by papers and magazines.16% people are known by pamplates.Interpretation: By this study we come to know that friends and relatives papers andmagazines play major role introduce the vishal mart to the people in hubli city Babasabpatilfreepptmba.com 35
  • 36. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Which mart do you prefer Frequency Percent Valid Cumulative Percent PercentValid big bazar 21 21.0 21.0 21.0 vishal mega 67 67.0 67.0 88.0 mart shopers shop 5 5.0 5.0 93.0 others 7 7.0 7.0 100.0 Total 100 100.0 100.0Analysis: Out of 100% respondents 67% of people prefer vishal mega mart. 21% peopleprefer big bazaar.5%people prefer shopers shop & 7% of people preferring othersInterpretation:From the study most of the people prefer vishal mega mart . Because vishalsevise is good so highest respondents are preferring vishal mega mart. Babasabpatilfreepptmba.com 36
  • 37. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Which factors influenced you to purchase products in vishal mega mart? Frequency Percent Valid Percent Cumulative Percent quality 28 28.0 28.0 28.0 service 16 16.0 16.0 44.0 Valid packaging 14 14.0 14.0 58.0 reasonable price 42 42.0 42.0 100.0 Total 100 100.0 100.0Analysis:Out of 100% respondents 42% respondents are influenced by reasonableprice.28% respondents are influence by quality.16% respondents are influenced byquality.14% of respondents are influenced by packing.Interpretation:From the study we come to know that reasonable price is influencedfactor.By seeing the respondents 28% are influenced by quality&thers are influenced byservice & packing.From this survey we come to know vishal mart has to improve therepackaging facility. Babasabpatilfreepptmba.com 37
  • 38. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Are you satisfied with price of products available in vishal mega mart Frequency Percent Valid Percent Cumulative Percent Highly dissatisfied 1 1.0 1.0 1.0 dis satisfied 5 5.0 5.0 6.0 moderate 22 22.0 22.0 28.0 Valid satisfied 62 62.0 62.0 90.0 Highly satisfied 10 10.0 10.0 100.0 Total 100 100.0 100.0Analysis: Out of 100 respondents 62% of people are satisfied by the price of productsavailable in vishal mega mart.Interpretation: From the survey we come to know that maximum numbers of the peopleare satisfied with the price of products available in vishal mega mart. Babasabpatilfreepptmba.com 38
  • 39. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.What do you feel about prices of products in vishal mega mart? Frequency Percent Valid Percent Cumulative Percent Cheap 12 12.0 12.0 12.0 Costly 21 21.0 21.0 33.0 Valid very costly 8 8.0 8.0 41.0 reasonable 59 59.0 59.0 100.0 Total 100 100.0 100.0Analysis:From the this chart i come to know that out of 100% respondents 59%respondents are good feel about prices of Vishal mart.Interpretation:survey showed that 59% of the people are feel good about the reasonableprice of vishal mega mart.20% of the people are feel about costly Babasabpatilfreepptmba.com 39
  • 40. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.To what extent are you satisfied with the quality of products in vishal megamart? Frequency Percent Valid Cumulativ Percent e Percent Valid -10 1 1.0 1.0 1.0 -20 1 1.0 1.0 2.0 10 14 14.0 14.0 16.0 20 13 13.0 13.0 29.0 30 35 35.0 35.0 64.0 40 31 31.0 31.0 95.0 50 5 5.0 5.0 100.0 Total 100 100.0 100.0Analysis: Through this survey we come to know that out 100% respondents 30% of therespondents are satisfied with the quality of products in vishal mega mart.1% of therespondents are dissatisfied. Babasabpatilfreepptmba.com 40
  • 41. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Interpretation: This chart shows most of the customers respondents satisfied with thequality of products In vishal mega mart.What do you feel about service of vishal mega mart? Frequency Percent Valid Percent Cumulative Percent Best 10 10.0 10.0 10.0 excellent 20 20.0 20.0 30.0 Valid Better 65 65.0 65.0 95.0 Worst 5 5.0 5.0 100.0 Total 100 100.0 100.0Analysis:Survey showed that out of 100% respondents 65%respondents felt that betterservice of vishal mega mart.20% respondents felt excellent.10 of respondents are feltbest.5% of respondents felt worst. Babasabpatilfreepptmba.com 41
  • 42. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Interpretation: Trough the survey we came to know that servise of the vishal mega mart isbetter than other marts.What do say about the whole performance of vishal mega mart Frequency Percent Valid Percent Cumulative Percent Best 21 21.0 21.0 21.0 excellent 46 46.0 46.0 67.0 Valid Better 31 31.0 31.0 98.0 Worst 2 2.0 2.0 100.0 Total 100 100.0 100.0Analysis:survey showes that 46% of the respondents are said that vishal mart wholeperformance is excellent.31%respondents are said better.21% respondents said best. 2 ofthe respondents said worst performance of the vishal mega mart. Babasabpatilfreepptmba.com 42
  • 43. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Interpretation:Througt the survey we come know that hightest respondents are said thatvishal mart performance is excellent.Do you agree that promotional activities are carried by vishal mega martare effective? Frequency Percent Valid Percent Cumulative Percent agree 87 87.0 87.0 87.0 Valid disagree 13 13.0 13.0 100.0 Total 100 100.0 100.0 Babasabpatilfreepptmba.com 43
  • 44. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Analysis:survey showed that out of 100 respondents 87 respondents are agree with thepromotional activity conducted by vishal mega mart.13 respondents are disagree with thepromoyional activity.Interpretation:through this survey we come to that hightest respondents are agree with thepromotional activity.Comparing to other marts vishal mega mart service is Frequency Percent Valid Percent Cumulative Percent Best 20 20.0 20.0 20.0 Average 77 77.0 77.0 97.0 Valid Worst 3 3.0 3.0 100.0 Total 100 100.0 100.0 Babasabpatilfreepptmba.com 44
  • 45. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Analysis:survey shows that out of 100 respondents 77 respondents are agree with thevishal mart servise is average comparing to other marts.some of 20 respondents are agreewith the vishal mart servise is best.only 3 respondents are agree with vishal mart serviseis worst.Interpretation: Through this survey most of the 77 respondents are said vishal martservise is average comparing to other mart.Have you found out any problem while buying products in vishal megamart? Frequency Percent Valid Percent Cumulative Percent yes 21 21.0 21.0 21.0 Valid no 79 79.0 79.0 100.0 Total 100 100.0 100.0 Babasabpatilfreepptmba.com 45
  • 46. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Analysis:survey shows that out of 100 respondents 79 respondents are not got problemwhile buying the products in vishak mega mart.21 respondents are found any problemsin buying products in vishal mega mart.Interpretation:Though this survey most of 79 peoples are fonud problems.other21respondents are not get any problems.Acording to you which promotional activity carried out by vishal mega martare good? Frequency Percent Valid Percent Cumulative Percent Banner 28 28.0 28.0 28.0 Pamplets 15 15.0 15.0 43.0Valid Advertisement 47 47.0 47.0 90.0 TV ads 10 10.0 10.0 100.0 Total 100 100.0 100.0 Babasabpatilfreepptmba.com 46
  • 47. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Analysis:From the survey out of 100 respondents 47 respondents are says advertisementpromotional activity is good conducted by vishal mega mart.28 respondents are saidbanner is good promotional activity.pamplate is 15%. 10% is tv adds.Interpretation:Through this survey we come to know that advertisement promotionalactivity is good in the minds of the respondents carried out by vishal mega mart. Babasabpatilfreepptmba.com 47
  • 48. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Are you satisfied with the present service of vishal mega mart Percent Valid Percent Frequency Cumulative Percent Yes 88 88.0 88.0 88.0Valid No 12 12.0 12.0 100.0 Total 100 100.0 100.0Analysis:Survey shows that out of 100 respondents 88 respondents are satisfied with thepresent sevise of vishal mega mart 12 of the respondents are not satisfied with the serviseof the vishal mega mart.Interpretation: Through this survey some of majority respondents are satisfied with thepresent servise with vishal meag mart.But 12 respondents are not satisfied with servise ofvishal mega mart Babasabpatilfreepptmba.com 48
  • 49. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Analysis:All 100 respondents are aware of vishal mega mart.34 respondents are awarethrough friends & relatives 20 respondents are aware through tv adds 30 of therespondents aware through papers and magazines and 16 of the respondents awarethrough pamphletsAnalysis : out of 12 respondents who said price of the product is cheap and 12 of themsaid that whole performance of the vishal mega mart s best.out of 21 respondent said thatprice of the product of vishal mart is costly.12 of them said whole performance of vishalmega mart is best. 8 of them price of the product n vshal mega is very costly.31respondents said that whole performance s better.59 respondents sad price of vishal megamart is reasonable Babasabpatilfreepptmba.com 49
  • 50. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.Hypothesis Testing: Hypothesis means assumption Statistical hypothesis means assertion or conjectureabout parameter or parameters of a population. Statistical hypothesis are based on theconcept of proof by contradiction. Here we selected null hypothesis I .eHypothesis is tested with the help of questionnaire the Ho states that more than or equalto 70% of people say performance of vishal mega mart is better. . As per data collected 65 out of 100 respondents said performance of vishal megamart is better.Null Hypothesis=Ho: More than or equal to 70% of people said performance of vishalmega mart is betterAlternative hypothesis-H1= Less than 70% of people said performance of vishal megamart is betterUsing Z TEST we can prove thisP = 0.70n = sample size = 100a (alpha) = 5% level of confidenceP= Population proportionPo= Sample proportionS=Standard errorZ = 1.64 (referring table) S= P(1-P) n-1 = 0.70 (1-0.70) 100-1 Babasabpatilfreepptmba.com 50
  • 51. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. S = 0.04605 Po = 65/100 =0.65 Z = Po –P S = 0.65 – 0.70 = -10.8695 0.0046 Babasabpatilfreepptmba.com 51
  • 52. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.CONCLUSION:Reject Ho because it falls under confidence level i.e. Negative critical region. It statesthat less than 70% people say performance of vishal mega mart is betterTo know the effectiveness of the promotional activities done by vishal mega martHypothesis is tested with the help of questionnaire the Ho states that less than people are agree with the promotional acticvity.Ho<90%H1 more than 90% of the respondents are agree with the promotional activity.Testing Hypothesis at5% Level of significant,N= 100PH0=90%QH0= 10%p = 87% = 0.87P= Population proportionPo= Sample proportionS=Standard errorA= 5% level of confidenceZ = 1.64 (referring table) S= PH0*QH0 N 0.90 *0.10 100 Babasabpatilfreepptmba.com 52
  • 53. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. = 0.0009 = 0.03Z Cal = p = -PH0 Standard Error Z Cal = 0.87-0.90 0.03 = - 0.03 0.03 = -1-1 > -164Zcal > Z Tab value Conclusion: Accept Ho more than 90% of the respondents are agree withthe promotional activity3] Factors considering while purchasing retail products H0= less than 55% of resopondents says price of the products available in vishalmega is reasonableH0=< 55%H1= 55% of the respondents says price of the products available in vishal mega isreasonableTesting hypothesis is at 5% Level of significantN= 100PH0=55% Babasabpatilfreepptmba.com 53
  • 54. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.QH0=45%P= 42% = 0.42Standard Error = PH0*QH0 N = 0.55*0.45 100 0.002475 = = 0.049Z cal = P - PHO Std error= 0.42 – 0.55 0.049 -0.13 = 0.049 - 2.65 Babasabpatilfreepptmba.com 54
  • 55. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. Reject Ho because it falls under confidence level i.e. Negative critical region. Itstates that less than 55 % respondents says price of the products available in vishal megais reasonable Babasabpatilfreepptmba.com 55
  • 56. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. FINDINGS1. The awareness level about Vishal mega mart is very high in Hubli city.2. 34% respondents came to know about Vishal mega mart through friends & relatives 0nly 16% respondents came to know through pamphlets3. 67% of the respondents are preferring vishal mega mart and 5% respondents are preferring shoppers shop.4. 42% of the respondents are influenced by the factor of reasonable price to purchase the products in vishal mega mart and 14% of the respondents are influenced by the factor of packaging.5. 62% of the respondents are said that they are satisfied with the price of products available in vishal mart , 1% of the respondents are highly dissatisfied with the price of products available in vishal mega mart.6. 59% of the respondents are felt that vishal mega mart price of the products are reasonable. But 8 respondents are felt very costly prices of products available in vishal mega mart7. 65% of the respondents are felt that vishal mega mart servise is better.5% of the respondents are felt that vishal mega mart servise is worst.8. 46% of the respondents are said vishal marts whole performance is excellent, 2% of the respondents are said worst.9. 87% respondents are agree with the promotional activity conducted by vishal mega mart.13% of the respondents are disagree with the promotional activity. Babasabpatilfreepptmba.com 56
  • 57. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.10. 77% of the respondents are agree with the vishal mart servise is average comparing to other marts.3% of the respondents are said vishal mega mart servise is worst.11. 79% of the respondents are not found any problem while buying products vishal mega mart.21% of the respondents are found problems.12. 47% of the respondents are said that advertisement is good conducted by vishal mega mart.10% of the respondents are said Tv add.13. 88% of the respondents are satisfied with the present servise of vishal mega mart.12% of the respondents are said not satisfied. Babasabpatilfreepptmba.com 57
  • 58. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.SUGGESTIONS1. study shows that at present they have more number of satisfied customers, and hence the Vishal mage mart has to concentrate on who have not satisfied with present service given by the vishal mega mart2. Some respondents found difficulty to find the products which they require immediately, it took a lot of time for them to search for the products which they required. So arranging up of the products is necessary.3. Vishal mega mart can improve its advertisement strategy. By the survey reports it comes to know that where less people are happy with the advertisement given by vishal mega mart. By attractive advertising it can attract competation market and also can attract customers from compitators Babasabpatilfreepptmba.com 58
  • 59. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. ConclusionFrom the study, it may conclude that, the perception towards Vishal mega mart is goodin Hubli city and almost all people are aware of its presence in the city. Most of thecustomers came to know about Vishal mart through their friends, so the satisfaction levelamong customer is high. Few customers felt that the products sold in vishal megamart arecostlier. So Vishal mega mart has to sell the products at reasonable rate. During the studyit is also noticed that few customers are not happy with Present service . Vishal megamart has to look over all variety of products at their marts, so the customers are happywith the availability of different products. So we can conclude that the overall perceptiontowards vishal mega mart is positive and customers are satisfied with the way ofmanagement of vishal mega mart Babasabpatilfreepptmba.com 59
  • 60. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.BIBLIOGRAPHYBOOKS: Consumer Behaviour --- Leon G. Schiffman Leslie Lazar KanukMagazines:Business WeekBusiness WorldEconomic TimesWebsites:  www.google.com. Babasabpatilfreepptmba.com 60
  • 61. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.ANNEXURE QuestionnairesDear Sir/Madam,Personal Profile: a) Name: _____________________________________________________ b) Age : 15 to 25 □ 26 to 35□ 36 to 45□ 46 to 55□ 56 Above c) Occupation: Business man □ Employees □ student □ d) Gender: Male □ Female □ e) Address:_____________________________________________________ f) Phone No:___________________________________________________ g) Income: Nil □ Below 10,000 □10,001 to 20,000□ 20,001 to 30,000 □30,001 to 40,000□ 40,001 and above □1) Are you aware of Vishal Mega Mart ? Yes □ No □2) How did you come to know about Vishal Mega Mart? A] Friends and Relatives □ B] Tv advertisement □ C] Papers and Magzines □ D] Pampltes □ Babasabpatilfreepptmba.com 61
  • 62. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART.3) Which mart do you prefer? A] Big Bazar □ B] Vishal Mega Mart □ C] Shopers shop □ D] Others □4) Which factors influenced you to purchase products in Vishal Mega Mart? A] Quality □ B] Service □ C] Packaging □ D] Reasonable Price □5) Are you satisfied with price of products available in Vishal Mega Mart?Highly □ Dissatisfied □ Moderate □ Satisfied □ Highly satisfied □Dissatisfied6) What do you feel about prices of products in Vishal Mega Mart ? A] Cheap □ B] Costly □ C] Very Costly □ D] Reasonable □7) To what extent Are you satisfied with the quality of products in Vishal Mega Mart ? -50 -40 -30 -20 -10 0 10 20 30 40 50 Babasabpatilfreepptmba.com 62
  • 63. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. 8) What do you feel about service of Vishal Mega Mart ? A] Best □ B] Excellent □ C] Better □ D] Worst □ 9) What do you say about whole performance of the Vishal Mega Mart? A] Best □ B] Excellent □ C] Better □ D] Worst □10) Do you agree that promotional activities are carried by Vishal Mega mart areeffective? A] Agree □ B] Disagree □11) Comparing to other marts, Vishal Mega Mart service is ? A] Best □ B] Average □ C] Worst □12) Have you found out any problem while buying products in Vishal Mega Mart ? A] Yes □ B] No □13) According to you which promotional activities carried out by Vishal Megha Mart aregood? A] Banner □ B] Pamphlets □ Babasabpatilfreepptmba.com 63
  • 64. TO KNOW THE AWARENESS OF THE CUSTOMERS TOWARDS VISHAL MEGA MART. C] Advertisement □ D] TV Add □14) Are you satisfied with the present service of Vishal Mega Mart ? A] Yes □ B] No □15) Presently what you are expecting from Vishal Mega Mart ? _____________________________________________________16) Lastly give any suggestions regarding an improvement of service of Vishal Mega Mart Babasabpatilfreepptmba.com 64

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