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Research Project Report on
“ Comparative Study of Vishal Megamart at Sonepat ”
Submitted By :- Under the Guidance of :-
Vi...
CONTENTS
 Executive Summary
 Introduction
 Growth of Retail Sector
 Vishal Retail Ltd History
 Review of Literature
...
 References
EXECUTIVE SUMMARY
The project is about Customer Satisfaction & Consumer Behaviour towards Vishal
Mega Mart , ...
INTRODUCTION
The Retail Sector is the largest sector in India after agriculture, accounting for over 10
per cent of the co...
purchasing power have lured these companies to enter the market. Modern retail
development in India is focused on the citi...
CURRENT SCENARIO
A glimpse of the international retail-
• 47 global fortune companies & 25 of Asia's top 200 companies are...
• Indonesia - 30%
• Poland - 20%
• China - 20%
• India - 3%
According to A.T. Kearney GLOBAL RETAIL DEVELOPMENT INDEX, Ind...
currently valued at nearly $350 billion, is expected to double in size by 2015. The Indian
Retail Industry is gradually mo...
goods and commodities sold under one roof in India.
VRPL was incorporated on July 23, 2001 under the Companies Act, 1956 a...
DETAILS OF DIRECTORS
Mr. Ram Chandra Agarwal, 43 years, is VRPL’s Chairman and Managing
Director. He holds a bachelor’s de...
accessories and has more than 23 years of work experience. Mr. Jain joined VRPL Board
on May 8, 2006.
Mr. Rakesh Aggarwal,...
VRPL’s BUSINESS:-
VRPL started as a retailer of ready-made apparels in Kolkata in 2001. In 2003, VRPL
acquired the manufac...
respectively.
REVIEW OF LITERATURE
CONSUMER ATTITUDES TOWARDS FOREIGN RETAILERS’ PRODUCTS
Bircan Asuk
Abstract:- Turkey ha...
aesthetic design features of the retail environment as an integrated, holistic arrangement
demonstrate the dynamic interre...
Abstract:- The given article shows that individual determinant such as shopping intension,
attitude towards retail outlet,...
• The quarries and questions should be addressed by retailer
• The awareness about product quality should be spread betwee...
research conducted on this relatively recent phenomenon has been done by either mall
developers in specific malls (e.g., S...
RESEARCH
METHODOLOGY
The present study was undertaken “CUSTOMER SATISFACTION TOWARD
VISHAL MEGA MART, SONEPAT”. This chapt...
Research methodology is the way to systematically solve the research problem Is may be
under stood as a science of studyin...
Types of Surveys
Surveys can be divided into two broad categories: the questionnaire and the interview.
Questionnaires are...
When most people think of questionnaires, they think of the mail survey. All of us have, at
one time or another, received ...
interviewer is considered a part of the measurement instrument and interviewers have to be
well trained in how to respond ...
• figuring out how to word the question to get at the issue of interest
Finally, once you have your questions written, the...
collection methods for impact evaluation vary along a continuum. At the one end of this
continuum are quantatative methods...
Primary Data Collection
The considerable and diverse array of primary data methods includes, e.g., true
experiments such a...
• Service District Statistics including basic client counts, attributes, demographics,
social conditions and lots of progr...
Blank
Questionnaire
Questionnaire
A study of Customer Satisfaction at Vishal Mega
Mart
Questionnaire for Comparative Study of Vishal Mega Mart...
* Required
Part A ( Personal Information )
1. Q1. Name *
2. Q2. Age
Check all that apply.
Under 25
2535
3545
45 & Above
3....
Q5. Total Household Income ( in Rupees ) ? *
Check all that apply.
Less than 30,000' per month 30,000 60,000' per
month 60...
9. Q10. Distance Covered While Coming to the Store ? *
Check all that apply.
0 5 Km
510 Km
1015 Km
More than 15 Km
10. Q12...
14. Price
Mark only one oval.
1 2 3 4 5
Not at all Satisfied Highly Satisfied
15. Quality
Mark only one oval.
1 2 3 4 5
No...
20. Billing
Ease of Billing Payment
Mark only one oval.
1 2 3 4 5
Not at all Satisfied Highly Satisfied
21. Environment
Ma...
Questionnaire
Analysis
Q2. Age
Results : The Maximum No of Respondents are Under the Age of 25 ( 54 % )
Q3. Sex
Male 66 58%
Female 47 42%
Q4. Occ...
Results : Maximum Visitors in Vishal Mega
Mart are Students ( 45 % )
Q5. Total Household
Income ( in Rupees ) ?
Less than 30,000' per month 26 23%
30,000 60,000' per month 46 41%
60,000 1,00,000' per month 24 21%
More than 1,00,000 pe...
H
Jewellery 4 4%
Food Mart 29 26%
Clothing Mart 34 30%
Kids 10 9%
Media Mart 12 11%
Health Mart 11 10%
Results : As per the ...
Results : As per Responses about 76 Respondents Preferred to come in the
Store in the evening after 6:00 Pm
Q13. Apart fro...
Results : From the Survey it is Concluded that the maximum number of respondents
know about Vishal through Friends / Relat...
Part C ( Satisfaction Level )
 Variety
1 0 0%
2 9 8%
3 27 24%
4 64 57%
5 12 11%
 Price
1 1 1%
2 18 16%
3 20 18%
4 49 43%...
1 4 4%
2 3 3%
3 25 22%
4 62 55%
5 18 16%
 Offers
1 3 3%
2 13 12%
3 19 17%
4 52 46%
5 23 20%
 Staff Behaviour
1 2 2%
2 12...
 Billing
1 5 4%
2 7 6%
3 23 20%
4 55 49%
5 22 19%
 Environment
1 1 1%
2 5 4%
3 22 19%
4 64 57%
5 19 17%
 Overall Satisf...
SUGGESTIONS:
• Company need to spend a lot on advertising and promotion to create
brand image of its product.
• Make frequ...
LIMITATIONS OF THE STUDY:
• Sometime respondents are not taking interest in such type of surveys therefore there
is chance...
Research Project on Vishal Mega Mart
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Research Project on Vishal Mega Mart

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Research Project on Vishal Mega Mart of Marketing Management

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Research Project on Vishal Mega Mart

  1. 1. Research Project Report on “ Comparative Study of Vishal Megamart at Sonepat ” Submitted By :- Under the Guidance of :- Vinay - 13001432052 Dr. Rupa Rathee Sushil -13001432048 ( Assistant Professor ) Shweta- 130014302046 Sagar - 13001432041 Komal -13001432014 Department of Management Studies DEENBANDHU CHHOTU RAM UNIVERSITY OF SCIENCE & TECHNOLOGY, MURTHAL (SONEPAT) - 131039, INDIA (ESTABLISHED BY STATE LEGISLATIVE ACT NO. 29 OF 2006 & APPROVED UNDER SECTION 1203) OF THE U.G.C. ACT.).
  2. 2. CONTENTS  Executive Summary  Introduction  Growth of Retail Sector  Vishal Retail Ltd History  Review of Literature  Research Methodology  Analysis & Interpretation  Findings  Complaints  Recommendations  Questionnaire
  3. 3.  References EXECUTIVE SUMMARY The project is about Customer Satisfaction & Consumer Behaviour towards Vishal Mega Mart , Sonepat-131001, Haryana. Retail industry is booming all around the globe at a very fast pace. Vishal Retail is a known and strong competitor in the retail industry since 23 years. When we talk about Indian market, the demands of everything which you can find in every retail store are increasing every year. Indians are famous for their traditions and festivals and exchanging gifts with friends and relatives is a part of it. This project report is the study of various parameters of behavior of consumer towards Vishal Mega Mart and relates it to the theoretical aspects within the scope of our subjects. It also helps us in understanding the functioning that took place with in an organization from different perspectives. A questionnaire has been drafted, to try and understand the psyche of the VISHAL MEGA MART customers to know their needs and expectations which can be further utilized by the company to gain a competitive edge over their competitors.
  4. 4. INTRODUCTION The Retail Sector is the largest sector in India after agriculture, accounting for over 10 per cent of the country’s GDP and around 8 per cent of the employment. India has the most unorganized retail market in the world. Most retailers of the unorganized retail market have their shop in the front and house at the back. The Retail Industry in India is today amongst the fastest growing industries with several players entering the market. Currently, the organized retail sector accounts for only 2 per cent indicating a huge potential market opportunity. India is being seen as most attractive market by retail investors from all over the world. Retail is clearly the sector that is poised to show the highest growth in the next five years. The sector is set for a revolution, as both the present players and new entrants are gearing up to explore the market. The present size of the organized retailing sector is approximately 3% and is expected to grow to 25-30% by the year 2010. There are about 300 new malls, 1500 supermarkets and 325 departmental stores currently under construction. Many players are coming up with huge investments, due to which the present 12 million mom-and-pop shops and kirana stores fear losing their business. Most predictions say that the sector might reach to US$ 400- 600 billion by the year 2010. Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and many others are ready to enter the retail markets. The rising demands of branded products and increase in
  5. 5. purchasing power have lured these companies to enter the market. Modern retail development in India is focused on the cities like Mumbai, Pune, Ahmedabad, Delhi and the National Capital Region, Chennai, Banglore, Hyderabad, Kolkata. The leading Indian retailers are Bata India Ltd, Big Bazaar, Crossword, Vishal Mega Mart., Food Bazaar, Globus Stores Pvt. Ltd., Liberty shoes Ltd., Music World Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Subhiksha, Titan Industries etc. MODERN RETAIL STRUCTURE:- It includes-  Malls like Ansal Plaza (New Delhi), Nucleus (Pune), Centre Stage (Noida) etc  Discount Stores like Brand Factory, Loot, M&B Factory, Subhiksha, Big Apple, and Reliance Fresh.  Department Stores like Shoppers Stop, Big Shop, and Pantaloons.  Hypermarkets/ Supermarkets like Big Bazaar, Vishal Mega Mart.  Convenience Stores like Spencer’s Daily, Tru Mart, Choupal, More.  Multi Brand Outlets like Globus.
  6. 6. CURRENT SCENARIO A glimpse of the international retail- • 47 global fortune companies & 25 of Asia's top 200 companies are retailers • Dominated by developed countries • US, EU & Japan constitute 80% of world retail sales. • Biggest player in India is Pantaloon Retail India Limited. PERCENTAGE OF ORGANIZED RETAIL:- • USA - 85% • Taiwan - 81% • Malaysia - 55% • Thailand - 40% • Brazil - 36%
  7. 7. • Indonesia - 30% • Poland - 20% • China - 20% • India - 3% According to A.T. Kearney GLOBAL RETAIL DEVELOPMENT INDEX, India was placed at 1st position in the year 2005. However within 2 years of time i.e 2007, it is being placed at 2nd position jointly with China and after Vietnam. GROWTH OF RETAIL SECTOR The following are the reasons for growth of retail sector in India- Increase in disposable income of consumers, Increase in consuming desire, Low share of organized retailing. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels, Accessories, Food, and even Jewellery, are slowly becoming lifestyle products. Retailers are taking benefit of this growth and accordingly are aiming to expand. Indian retail is expanding at a fast pace. India's retail industry, which is
  8. 8. currently valued at nearly $350 billion, is expected to double in size by 2015. The Indian Retail Industry is gradually moving ahead towards becoming the next boom industry. Modern Large-Format retail, efficiently connects the producers and the consumers and is helpful to both in the long run. In India there is a huge wastage of fresh fruits and vegetables. In this scenario, the Large-Format Retail provides all important infrastructures to carry the farm produce to the consumers with lesser wastage. In this way the farmers get better returns and the consumer better quality and price. KEY TRENDS:- The existing players like Big Bazaar, Shoppers' Stop, Piramyd, and Vishal Mega Mart are expanding to smaller towns and cities. Many other business houses are planning to enter the retail sector either on their own or through partnerships. New entrants like Bharti pvt ltd and Wal-Mart are going to enter the market soon. Even rural areas will provide a huge opportunity to be explored. VISHAL RETAIL PVT. LTD. HISTORY What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing around 183 showrooms in 110 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
  9. 9. goods and commodities sold under one roof in India. VRPL was incorporated on July 23, 2001 under the Companies Act, 1956 as Vishal Retail Private Limited. VRPL was converted to a public limited company on February 20, 2006. At the time of incorporation, the registered office of VRPL was situated at 4, R. N. Mukherjee Road, Kolkata 700 001. Subsequently VRPL’s registered office was shifted to 54/4C, Strand Road, Kolkata 700 006 on August 1, 2001 and on February 14 2004, VRPL’s registered office was shifted to Mouza Kuch Pukur, P.S. Bhangore, 24 Paragnas (South), West Bengal. On December 29, 2005, VRPL’s registered office was shifted to RZ-A-95 & 96, Road No. 4, Street No. 9, Mahipalpur Extension, New Delhi 110 037, which is the present registered office of the Company. The fresh certificate of incorporation consequent on change of name was granted to our Company on February 20, 2006 by the Registrar of Companies, West Bengal. With a business purchase agreement dated November 23, 2001 executed between VRPL and Mr. Ram Chandra Agarwal (carrying on proprietorship business in the name of M/s The Vishal Garments) and Mrs. Uma Agarwal (carrying on proprietorship business in the name of M/s Vishal Garments), VRPL acquired the business of “M/s The Vishal Garments” and “M/s Vishal Garments”, and the said businesses were transferred to VRPL as a going concern with effect from December 15, 2001. With a business purchase agreement executed between VRPL and M/s Vishal Fashions Private Limited, they acquired the business of manufacturing of readymade garments as a going concern with effect from March 31, 2003. VRPL went into backward integration by acquiring a manufacturing unit for readymade garments.
  10. 10. 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. 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
  11. 11. 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. Mr. Ram Chandra Aggarwal is the husband of Mrs. Uma Agarwal and brother of Mr. Surendra Kumar Agarwal. None of our other Directors are related to each other. VRPL PROMOTERS AND GROUP COMPANIES The following individuals are the Promoters of the Company: a). Mr. Ram Chandra Agarwal; b). Mrs. Uma Agarwal; and c). Mr. Surendra Kumar Agarwal. The following companies are the Promoters of the Company: a). Unicon Marketing Private Limited; b). Ricon Commodities Private Limited; and c). Vishal Water World Private Limited. The company has during the year 2008, established its five new companies by the name of VRL Foods Ltd., VRL Movers Ltd., VRL Consumer Goods Ltd., VRL Fashions Ltd. & VRL Infrastructure Ltd., none of the companies have commenced business operations during the year.
  12. 12. VRPL’s BUSINESS:- VRPL started as a retailer of ready-made apparels in Kolkata in 2001. In 2003, VRPL acquired the manufacturing facilities from Vishal Fashions Private Limited and M/s Vishal Apparels. Subsequently, with evolution of retail industry in India and change in consumer aspirations, VRPL diversified their portfolio of offerings to include other retail goods. Currently, VRPL sell ready-made apparels and a wide range of household merchandise and other consumer goods such as footwear, toys, watches, toiletries, grocery items, sports items, crockery, home furnishing, beverages, drinks, gift and novelties. VRPL follow the concept of value retail in India. In other words, VRPL’s business approach is to sell quality goods at reasonable prices by either manufacturing themselves or directly procuring from manufacturers (primarily from small and medium size vendors and manufacturers). VRPL endeavor to facilitate one-stop-shop convenience for their customers and to cater to the needs of the entire family. VRPL believe this concept has helped them grow to their current size within a short time frame of 8 years. In order to reduce costs and take advantage of economies of scale VRPL have embarked on backward integration of their products. VRPL’s apparel manufacturing plant is located at Gurgaon, Haryana. For ensuring efficiency in supply chain, VRPL have set up seven regional distribution centers located around Kolkata (West Bengal), Thane (Maharashtra), Jaipur (Rajasthan), Ghaziabad (Uttar Pradesh), Ludhiana (Punjab), Gurgaon (Haryana) and Delhi. Further, VRPL have focused on developing a cost and time efficient distribution and logistics network, which currently comprises seven distribution centers and a fleet of trucks for transportation. VRPL achieved total sales of Rs. 1005.31 cr for fiscal 2008, as opposed to a turnover of Rs.602.65 cr for fiscal 2007 and Rs. 288.46 million for fiscal 2006. During the same period VRPL’s profit after tax was Rs. 40.64 cr, Rs.25.07 cr and Rs. 12.39 cr,
  13. 13. respectively. REVIEW OF LITERATURE CONSUMER ATTITUDES TOWARDS FOREIGN RETAILERS’ PRODUCTS Bircan Asuk Abstract:- Turkey has attracted foreign retailers for many years because of its high population, growing economy, growing market potential, young population and also, its high labour force. Although conditions are attractive, foreign retailers face some problems related to different demographic characteristics, different values, attitudes and different cultures of consumers in Turkey and also, in the other countries. One of the most important factors that affects consumers’ attitudes towards foreign retailers’ products and their willingness to purchase these brands is consumer ethnocentrism (According to ethnocentrism; people evaluate their race more superior than the other races). The aim of this research is generally to examine Turkish consumers’ atttitudes towards foreign retailers’ products. In this respect, consumer ethnocentrism is explored among Turkish consumers. Besides, it is explored how this consumer ethnocentrism affect product judgement of foreign products and willingness to buy these products. The effect of age and education on attitudes is also investigated. Data was collected through a questionnaire. And this questionnaire was applied to 50 people in October 2009 EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAIL ENVIRONMENT: FUNCTION OF CONSUMERS’ VISUAL AESTHETIC SENSITIVITY Sarah Eubanks Wilhoit ABSTRACT: - The primary goal of retail environments is to stimulate positive behavior from consumers viewing the fulfilled plan of the designer or architect. This study explores the influence of the consumer trait, visual aesthetic sensitivity, upon the visual aesthetic design features of the store environment and consumer behavior. Treatment of the visual
  14. 14. aesthetic design features of the retail environment as an integrated, holistic arrangement demonstrate the dynamic interrelation of the environment and perception as explained by Gestalt theory. Data was collected through traditional survey techniques. Statistical analyses using exploratory factor analysis, ANCOVA, and MANCOVA reveal distinct differences between consumers with high versus low visual aesthetic sensitivity in store environment evaluations and consumer behavior. CONSUMER ATTITUDES TOWARDS THE AMERICAN RETAIL SYSTEM Charles A. Lngene Abstract: - This paper develops a theoretical model of consumer purchase decisions in a competitive retail system. Emphasis is placed on the relationship between per household expenditures and consumers' surplus. It is shown that parametric changes can cause expenditures and surplus to move in opposite directions. Empirical evidence on factors which influence grocery and department store purchases is presented. Such evidence, in conjunction with the theoretical model, can offer insights into consumer attitudes towards the American retail system. A micro-level, behavioral analysis predicated upon this research is then proposed as a method of determining actual consumer attitudes. UNDERSTANDING CONSUMER'S ATTITUDE TOWARDS RETAIL STORE IN STOCKOUT SITUATIONS AAbstract: The study showed that six of the independent variables considered, namely, shopping attitude of respondent, store loyalty (SL), perceived store prices, store distance, shopping frequency, and brand loyalty (in order of importance of impact) significantly influenced consumers' attitude towards retail store in out-of-stock. CONSUMER SHOPPING BEHAVIOR AMONG MODERN RETAIL FORMATS Hotniar Siringoringo
  15. 15. Abstract:- The given article shows that individual determinant such as shopping intension, attitude towards retail outlet, and shopping habit plays important role on consumer shopping decision. Attitude towards retail outlet and shopping habit influence shopping intension. This implies, retailers should concentrate on strategies in building consumers’ positive attitude towards retail, so that consumers visit their retail in order to make purchases regularly. However it found that it is no different of this individual determinant among retail format. This imply, consumer visit all format in making convenience goods purchase. STUDY OF RURAL CONSUMER BEHAVIOR TOWARDS RURAL RETAIL STORES Krishan Kumar Abstract:-In India for a long time a large chunk of retail outlets were grocery shop. This pattern had been changing in recent years, in urban and rural markets. Of late, India's largely rural population has also caught the eye of retailers looking for new areas of growth. A slew of supermarket chains, including those of the Tata and ITC, are set to storm the rural areas of the country as corporate realize the huge potential of the untapped market ITC launched the country's first rural mall 'Chaupal Sagar', offering a diverse product range from FMCG to electronic appliances to automobiles, attempting to provide farmers a one-stop destination for all of their needs. Companies such as Godrej and DCM Shriram Consolidated are launching `one-stop shops' for farmers and their communities. Godrej Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural India by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility marts over 2006-07. Positioned as a one-stop shop, the Hariyali Kisaan Bazaar Chain will cater to a variety of farmers' needs by providing access to retail banking, LPG outlets and even a motorcycle showroom. Marketers are trying to grab this untapped market but still the reach of those players is mere they should more focused and rural oriented. There are some points which they should undertaken • The retailer approach should be more professional like in urban • The retailers should try for up selling and cross selling rather to focus on the bulk selling • The promotion strategy should be local and easy to grab able for the target audience
  16. 16. • The quarries and questions should be addressed by retailer • The awareness about product quality should be spread between customer so they can shift to these stores rather to traditional stores • Stores should enhance their portfolio so that more and more customers can find their needs. CONSUMER SHOPPING BEHAVIOR IN MALLS WITH LARGE SCALE ENTERTAINMENT CENTERS. Abstract:- The concept of 'entertainment' is hard to define in the context of a shopping center. It could be viewed in a very narrow sense as consisting of just fides, games, and shows, or in a broad sense as a combination of the entire shopping experience. The present study, however, focuses specifically on common area entertainment centers within malls, operationally defined as a concentrated, centralized, entertainment area of at least 30,000 square feet and containing a variety of entertainment opportunities, including various types of rides for children, carrousels, miniature golf courses, soft play structures, simulator rides, etc. Although malls have traditionally offered several different types of entertainment options, it is this category that has seen the most growth in recent years. Most previous academic research studies have treated such entertainment centers as just one additional characteristic of a shopping center which could be included in retail gravitational models to predict consumer patronage of shopping centers or the market potential of a particular location. Such gravitation models have traditionally included factors such as distance and travel time, size of a shopping area, characteristics of the shopping center, consumer characteristics, and the cost of shopping to consumers (Craig, Ghosh, & McLafferty, 1984). In terms of shopping center patronage, Bellenger et al. (1977) found that some consumers placed the greatest value on convenience and economic attributes including convenience to home, accessibility, and the presence of services such as banks and restaurants. Others, however emphasized recreational attributes including atmosphere, fashionability, variety of stores and merchandise. More recent studies have supported these results on the importance of recreational attributes including atmospherics (Donovan & Rossiter, 1982); pleasurable shopping experiences (Dawson, Bloch, & Ridway, 1990); and the social aspects of mall shopping (Feinberg, Sheffler, Meoli, & Rummel, 1989; Jarboe & McDaniel, 1987). However, as mentioned earlier, there has been very little academic research on mega-malls and the effects of entertainment centers in such malls on consumer behavior. Most of the
  17. 17. research conducted on this relatively recent phenomenon has been done by either mall developers in specific malls (e.g., Stiller & Smith, 1992) or by private research agencies which provide a fee-based information service (e.g., U.L.I. Publications). These studies have primarily focused upon defining the trading area of the mall, the consumer characteristics, and the extent of patronage at various stores and entertainment centers. Testimonials to the effectiveness of the entertainment centers seem to be based not so much on this research as on the gut instinct of developers and the success of most of the mega-malls. For example, John Denlinger, the vice president of operations for Time-Out Amusements Inc., an operator of entertainment centers, says that such entertainment centers "are helping attract people from farther away, encouraging them to bring the whole family to the mall, and getting them to shop more once they are there". James Ginsberg, vice-president of Recreational Concepts Inc., also an operator of such entertainment centers has similar views, "if malls get people into their centers, they will stay longer. This is especially true in the case of people coming from longer distances, who to justify the time spent getting there, are more likely to spend more money because they are there" (Bivins 1989, p.23). None of these statements, however, are supported by any published research findings. The present study seeks to provide this support by investigating the effects of the entertainment centers on the shopping behavior of consumers. In particular, the characteristics and shopping behavior of consumers who visit the entertainment centers is investigated and compared to the characteristics and shopping behavior of consumers who do not. Factors investigated include the distance traveled to reach the mall, demographic characteristics and group composition, the amount of time and money spent at the mall stores, the department stores, and the food court.
  18. 18. RESEARCH METHODOLOGY The present study was undertaken “CUSTOMER SATISFACTION TOWARD VISHAL MEGA MART, SONEPAT”. This chapter gives as research design, data collection method, sampling techniques, fieldwork carried out, limitations inherent in the project and finally coverage of research work Research Methodology
  19. 19. Research methodology is the way to systematically solve the research problem Is may be under stood as a science of studying to how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. In research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the content of our research study and explain why we are using a particular method and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others. Secondary data are those which have been collected by someone else and which have already been passed through the statistical process. There are several ways by which secondary data can be classified . Survey Method The survey is a non-experimental, descriptive research method. Surveys can be useful when a researcher wants to collect data on phenomena that cannot be directly observed (such as opinions on library services). Surveys are used extensively in library and information science to assess attitudes and characteristics of a wide range of subjects, from the quality of user-system interfaces to library user reading habits. In a survey, researchers sample a population. Basha and Harter (1980) state that "a population is any set of persons or objects that possesses at least one common characteristic." Examples of populations that might be studied are 1) all 1999 graduates of GSLIS at the University of Texas, or 2) all the users of UT General Libraries. Since populations can be quite large, researchers directly question only a sample (i.e. a small proportion) of the population
  20. 20. Types of Surveys Surveys can be divided into two broad categories: the questionnaire and the interview. Questionnaires are usually paper-and-pencil instruments that the respondent completes. Interviews are completed by the interviewer based on the respondent says. Sometimes, it's hard to tell the difference between a questionnaire and an interview. For instance, some people think that questionnaires always ask short closed-ended questions while interviews always ask broad open-ended ones. But you will see questionnaires with open-ended questions (although they do tend to be shorter than in interviews) and there will often be a series of closed-ended questions asked in an interview. Survey research has changed dramatically in the last ten years. We have automated telephone surveys that use random dialing methods. There are computerized kiosks in public places that allows people to ask for input. A whole new variation of group interview has evolved as focus group methodology. Increasingly, survey research is tightly integrated with the delivery of service. Your hotel room has a survey on the desk. Your waiter presents a short customer satisfaction survey with your check. You get a call for an interview several days after your last call to a computer company for technical assistance. You're asked to complete a short survey when you visit a web site. Here, I'll describe the major types of questionnaires and interviews, keeping in mind that technology is leading to rapid evolution of methods. We'll discuss the relative advantages and disadvantages of these different survey types in Advantages and Disadvantages of Survey Methods Questionnaires
  21. 21. When most people think of questionnaires, they think of the mail survey. All of us have, at one time or another, received a questionnaire in the mail. There are many advantages to mail surveys. They are relatively inexpensive to administer. You can send the exact same instrument to a wide number of people. They allow the respondent to fill it out at their own convenience. But there are some disadvantages as well. Response rates from mail surveys are often very low. And, mail questionnaires are not the best vehicles for asking for detailed written responses. A second type is the group administered questionnaire. A sample of respondents is brought together and asked to respond to a structured sequence of questions. Traditionally, questionnaires were administered in group settings for convenience. The researcher could give the questionnaire to those who were present and be fairly sure that there would be a high response rate. If the respondents were unclear about the meaning of a question they could ask for clarification. And, there were often organizational settings where it was relatively easy to assemble the group (in a company or business, for instance). What's the difference between a group administered questionnaire and a group interview or focus group? In the group administered questionnaire, each respondent is handed an instrument and asked to complete it while in the room. Each respondent completes an instrument. In the group interview or focus group, the interviewer facilitates the session. People work as a group, listening to each other's comments and answering the questions. Someone takes notes for the entire group -- people don't complete an interview individually. Survey Interviews Interviews are a far more personal form of research than questionnaires. In the personal interview, the interviewer works directly with the respondent. Unlike with mail surveys, the interviewer has the opportunity to probe or ask follow-up questions. And, interviews are generally easier for the respondent, especially if what is sought is opinions or impressions. Interviews can be very time consuming and they are resource intensive. The
  22. 22. interviewer is considered a part of the measurement instrument and interviewers have to be well trained in how to respond to any contingency. Almost everyone is familiar with the telephone interview. Telephone interviews enable a researcher to gather information rapidly. Most of the major public opinion polls that are reported were based on telephone interviews. Like personal interviews, they allow for some personal contact between the interviewer and the respondent. And, they allow the interviewer to ask follow-up questions. But they also have some major disadvantages. Many people don't have publicly- listed telephone numbers. Some don't have telephones. People often don't like the intrusion of a call to their homes. And, telephone interviews have to be relatively short or people will feel imposed upon. Constructing the Survey Constructing a survey instrument is an art in itself There are numerous small decisions that must be made -- about content, wording, format, placement--that can have important consequences for your entire study. While there's no one perfect way to accomplish this job, we do have lots of advice to offer that might increase your chances of developing a better final product. First of all you'll learn about the two major types of surveys that exist, the questionnaire and the interview and the different varieties of each. Then you'll see how to write questions for surveys. There are three areas involved in writing a question: • determining the question content, scope and purpose • choosing the response format that you use for collecting information from the respondent
  23. 23. • figuring out how to word the question to get at the issue of interest Finally, once you have your questions written, there is the issue of how best to place them in your survey. You'll see that although there are many aspects of survey construction that are just common sense, if you are not careful you can make critical errors that have dramatic effects on your results. Details Of Research Method Used: Survey method Type Of survey: Interview Instrument used: Questionnaire Sample size: 100 Data used: Both Primary & Secondary Data Collection Data Collection is an important aspect of any type of research study. Inaccurate data collection can impact the results of a study and ultimately lead to invalid results. Data
  24. 24. collection methods for impact evaluation vary along a continuum. At the one end of this continuum are quantatative methods and at the other end of the continuum are Qualitative methods for data collection . Data collection methods The Quantitative data collection methods, rely on random sampling and structured data collection instruments that fit diverse experiences into predetermined response categories. They produce results that are easy to summarize, compare, and generalize. Quantitative research is concerned with testing hypotheses derived from theory and/or being able to estimate the size of a phenomenon of interest. Depending on the research question, participants may be randomly assigned to different treatments. If this is not feasible, the researcher may collect data on participant and situational characteristics in order to statistically control for their influence on the dependent, or outcome, variable. If the intent is to generalize from the research participants to a larger population, the researcher will employ probability sampling to select participants. Typical quantitative data gathering strategies include: • Experiments/clinical trials. • Observing and recording well-defined events (e.g., counting the number of patients waiting in emergency at specified times of the day). • Obtaining relevant data from management information systems.
  25. 25. Primary Data Collection The considerable and diverse array of primary data methods includes, e.g., true experiments such as randomized controlled trials (RCTs) and other controlled trials; other prospective but uncontrolled trials; observational studies such as case-control, cross- sectional studies, and surveillance studies; and simpler designs such as case series and single case reports or anecdotes. These methods can be described and categorized in terms of multiple attributes or dimensions, such as whether they are prospective or retrospective, interventional or observational, controlled or uncontrolled, and other attributes noted below. Some of these methods have alternative names, and many studies employ nearly limitless combinations of these attributes • Primary data used in this project is mainly collected through questionnaire which has been taken with the help of sample size which has been taken and after that the entire data has been manipulated Secondary data Secondary data originally collected for a different study, used again for a new research question.
  26. 26. • Service District Statistics including basic client counts, attributes, demographics, social conditions and lots of program information (analogous to public schools and school teachers, who constitute some of the most accountable of public servants). • Other Social and Economic Indicators, Consumer Price Index, unemployment figures, inflation indicators, Income Figures, etc. • Resource Inventories and other needs assessments • Opinion Polls taken by others • Budgets The secondary data used in this project is : • Through internet • Through books of retail • Company profiles of Vishal Mega Mart, big bazaar and shopper's stop
  27. 27. Blank Questionnaire
  28. 28. Questionnaire A study of Customer Satisfaction at Vishal Mega Mart Questionnaire for Comparative Study of Vishal Mega Mart & its Competitors Research Project DCRUST, Murthal ( Academic Year 201415 )
  29. 29. * Required Part A ( Personal Information ) 1. Q1. Name * 2. Q2. Age Check all that apply. Under 25 2535 3545 45 & Above 3. Q3. Sex * Check all that apply. Male Female 4. Q4. Occupation * Mark only one oval. Student Self Employed Professional Service Housewife
  30. 30. Q5. Total Household Income ( in Rupees ) ? * Check all that apply. Less than 30,000' per month 30,000 60,000' per month 60,000 1,00,000' per month More than 1,00,000 per month Part B ( About Store ) 6. Q6. How often do you visit the Store ? * Mark only one oval. Once in a Week Once in 15 Days Once in a Month Once in 23 Months 7. Q7. Which Section of the Store do you like the Most ? * Mark only one oval. Household Jewellery Food Mart Clothing Mart Kids Media Mart Health Mart 8. Q9. Main Reason for Coming to the Store ? * Mark only one oval. Value for Money Discounts Nearby Location Saving of Time Other
  31. 31. 9. Q10. Distance Covered While Coming to the Store ? * Check all that apply. 0 5 Km 510 Km 1015 Km More than 15 Km 10. Q12. Preferred Timmings to Coming ? * Check all that apply. 10:00 11:59 am 12:00 5:59 pm After 6:00 pm 11. Q13. Apart from Vishal Mega Mart Where do you shop for daily items ? * Check all that apply. Easy Day Store Local Markets Other 12. Q14. Which Source made you to buy Products from Vishal Mega Mart ? * Check all that apply. Friends/Relatives T.V Local Newspaper Radio Other Part C ( Satisfaction Level ) 13. Variety Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied
  32. 32. 14. Price Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied 15. Quality Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied 16. Cleanliness Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied 17. Offers Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied 18. Staff Behaviour Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied 19. Customer Handling Information about store products Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied
  33. 33. 20. Billing Ease of Billing Payment Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied 21. Environment Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied 22. Over all Satisfaction Level Mark only one oval. 1 2 3 4 5 Not at all Satisfied Highly Satisfied Powered by
  34. 34. Questionnaire Analysis
  35. 35. Q2. Age Results : The Maximum No of Respondents are Under the Age of 25 ( 54 % ) Q3. Sex Male 66 58% Female 47 42% Q4. Occupation Under 25 61 54% 2535 28 25% 3545 16 14% 45 & Above 10 9% Student 51 45% Self Employed 17 15% Professional 9 8% Service 24 21% Housewife 12 11%
  36. 36. Results : Maximum Visitors in Vishal Mega Mart are Students ( 45 % ) Q5. Total Household Income ( in Rupees ) ?
  37. 37. Less than 30,000' per month 26 23% 30,000 60,000' per month 46 41% 60,000 1,00,000' per month 24 21% More than 1,00,000 per month 16 14% Part B ( About Store ) Q6. How often do you visit the Store ? Results : From the Survey it is Concluded that the Maximum visits of respondednts are Once in a Month Q7. Which Section of the Store do you like the Most ? Once in a Week 16 14% Once in 15 Days 37 33% Once in a Month 45 40% Once in 23 Months 15 13%
  38. 38. H
  39. 39. Jewellery 4 4% Food Mart 29 26% Clothing Mart 34 30% Kids 10 9% Media Mart 12 11% Health Mart 11 10% Results : As per the Responses about 34 Respondents like the Clothing Mart Q9. Main Reason for Coming to the Store ? Results : From this survey it is concluded thar Maximum No. of Respondents are coming to the store because of Discounts Q10. Distance Covered While Coming to the Store ? Results : As per the Responses about 64 Respondents stay 0-5 km from the store Q Value for Money 16 14% Discounts 27 24% Nearby Location 23 20% Saving of Time 21 19% Other 26 23% 0 5 Km 64 57% 510 Km 33 29% 1015 Km 10 9% More than 15 Km 6 5%
  40. 40. Results : As per Responses about 76 Respondents Preferred to come in the Store in the evening after 6:00 Pm Q13. Apart from Vishal Mega Mart Where do you shop for daily items ? Results : As per Responses about 54 Respondents Preferred Local Market apart from Vishal Q14. Which Source made you to buy Products from Vishal Mega Mart ? 10:00 11:59 am 15 13% 12:00 5:59 pm 23 20% After 6:00 pm 76 67% Easy Day Store 37 33% Local Markets 54 48% Other 26 23%
  41. 41. Results : From the Survey it is Concluded that the maximum number of respondents know about Vishal through Friends / Relatives Friends/Relatives 72 64% T.V 5 4% Local Newspaper 14 12% Radio 2 2% Other 20 18%
  42. 42. Part C ( Satisfaction Level )  Variety 1 0 0% 2 9 8% 3 27 24% 4 64 57% 5 12 11%  Price 1 1 1% 2 18 16% 3 20 18% 4 49 43% 5 24 21%  Quality 1 2 2% 2 13 12% 3 15 13% 4 50 44% 5 32 28%  C
  43. 43. 1 4 4% 2 3 3% 3 25 22% 4 62 55% 5 18 16%  Offers 1 3 3% 2 13 12% 3 19 17% 4 52 46% 5 23 20%  Staff Behaviour 1 2 2% 2 12 11% 3 26 23% 4 44 39% 5 26 23%  Customer Handling 1 3 3% 2 13 12% 3 30 27% 4 50 44% 5 16 14%
  44. 44.  Billing 1 5 4% 2 7 6% 3 23 20% 4 55 49% 5 22 19%  Environment 1 1 1% 2 5 4% 3 22 19% 4 64 57% 5 19 17%  Overall Satisfaction Level 1 0 0% 2 8 7% 3 24 21% 4 68 60% 5 12 11% Results : As per Responses about 60 % Respondents are Overall Satisfied at Point 4 in Scale
  45. 45. SUGGESTIONS: • Company need to spend a lot on advertising and promotion to create brand image of its product. • Make frequent advertisements in both print and electronic media. • Making stalls in corporate melas like trade fair, maybe beneficial to create brand image of its product. • Need to provide additional offers and discounts as per customer requirements. Need to include varieties of similar item. • Provide more discounts on FMCG. Provide better customer service. • Maintained proper display to create impulse. (It is assumed that near about 70% sales comes from impulse marketing and if proper display is not maintained impulse cannot be created). • Better if we provide filtered information about Vishal.
  46. 46. LIMITATIONS OF THE STUDY: • Sometime respondents are not taking interest in such type of surveys therefore there is chance that they might be giving wrong information. • The respondents are free from all barriers so he/she can give his/her opinion which may not be true in many occasions. • The staff of the Vishal only provides/ communicates the merits of its products.

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