Study of customers profile and Customer satisfaction
at Vishal Mega Mart
Name: - Sonia Vaze
Class: - T.Y.B.B.A
Roll No: - D-10-31
(Academic Year: - 2012-13)
SURVEY REPORT SUBMITTED TO S.S.DEMPO COLLEGE OF
COMMERCE & ECONOMICS,
IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
1
Index
Sr. No
Particulars
Page. No.
1
Acknowledgment
3
2
Declaration
4
3
Preface
5
4
Introduction to Indian retail Industry
6
5
Organised and unorganised retail in India
7
8
Company Profile
8
9
Popular brands of Vishal Mega Mart
9
10
Marketing strtagies
9
11
Research Methodology
13-15
12
Data Analysis and Interpretation
16-31
13
Findings
32
14
Suggestions
34
15
Conclusion and Limitations
35
16
Learning‟s
36
17
Annexure
37-38
18
Bibliography
39
2
ACKNOWLEDGEMENT
First & Foremost offer my gratitude’s to the almighty who gave me strength, courage and
blessing to carry out a successful study. As a student of S.S. Dhempo college of
commerce and economics I would like to express my sincere thanks to my project guide
Mrs. Sharmila Swami for helping me to formulate this project and guiding me in its analysis
and implementation. Without a proper combination of inspection and
perspiration, it’s not easy to achieve anything. There is always a sense of
gratitude, which we express to others for the help and the needy services they
render during the different phases of our lives. Working under her was an
extremely knowledgeable and enriching experience for me. I am very thankful
to her for all the value addition and enhancement done to me. Equal thanks also go
to all faculty and staff members of the institution for extending open support. I convey my
sincere gratitude to my parents and friends for their encouragement and support.
Sonia Vaze
3rd Year
3
DECLARATION
I Miss Sonia Dattaguru Vaze Student of BBA Declare that this project report is prepared
by me & not been previously formed for any award, diploma or any other degree in Goa
University or else where
COURSE:BACHELOR OF BUSINESS ADMINISTRATIVE
COLLEGE: S.S DEMPO COLLEGE OF COMMERCE & ECONOMICS
(Affiliated to Goa University, Goa)
4
PREFACE
The BBA program is well structured and integrated course of business studies. In
every professional course training is an important factor. The main objective
of practical training is to develop skill in student by supplement to the
theoretical study of business management in general. Industrial training helps
to gain real life knowledge about the industrial environment and business
practices. Professors give us theoretical knowledge of various subjects in the
college but we practically exposed of such subjects when we get the training in
the organization. During the whole training I got a lot of experience and came
to know about the management practices in real that how it differs from those
of theoretical knowledge and the practically in the real life. In todays globalize
world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge,
which would help an individual in carrier activities and it is true that,
Experience is the Best Teacher´
5
INTRODUCTION OF INDIAN RETAIL INDUSTRY
Retail is India‟s largest industry, accounting for over 10 per cent of the country‟s GDP and
around 11 per cent of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamic and fast paced industries with several players entering the
market. But because of the heavy initial investments required, break even is difficult to achieve
and many of these players have not tasted success so far.
However, the future is promising; the market is growing, government Policies are becoming
more favourable and emerging technologies are facilitating operations. Retailing 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 buying behaviour, ushering in a
revolution in shopping in India. Modern retail has entered India as seen in Sprawling shopping
canters, multi-storied malls and huge complexes offer shopping, entertainment and food all
under one roof.
The present value of the Indian retail market is estimated by the India Retail Report to be
around Rs. 12, 00,000 crore ($270 billion) and the annual growth rate is 5.7 percent. Retail
market for food and grocery with a worth of Rs. 7, 43,900 crore is the largest of the different
types of retail industries present in India. Furthermore around 15 million retail outlets help
India win the crown of having the highest retail outlet density in the world.
Retailing is the final step in the distribution of merchandise – the last link in the Supply Chain connecting the bulk producers of commodities to the final consumers. Retailing covers diverse
products such as foot apparels, consumer goods, financial services and leisure. A retailer,
typically, is someone who does not affect any significant change in the product execs breaking
the bulk. He is also the final stock point who makes products or services available to the
consumer whenever require.
SIZE OF INDIAN RETAIL MARKET
India's retail sector is estimated to touch us$ 833 billion by 2013 and us$ 1.3 trillion by2018,
with a compound annual growth rate (cagr) of 10% - which is quite lucrative. The organized
Indian retail market is slated to grow at a 40%, touching us$ 107 billion by 2013. 5% of the
Indian retail market is occupied by the organized retail sector, which is all slated to witness the
majority number of large format malls and branded retail stores. The increase in the number
of such malls would be first seen in south India, followed by north, west and the east over the
coming two years. Another latest research shows that more than 100 malls spanning a space
of over 30 million sq feet is estimated to open in India between 2009 and 2010 end. Investment
in the organized retail market would be around us$ 503.2 million in2009. This could go further
up to us$ 1.26 billion in the next four to five years; at a cagr of 40%.India has emerged as the
third most attractive market destination for apparel retailers over the years. In India, apparel is
the second largest retail category and will have a 12-15% growth rate every year. Apparel, food
and grocery are expected to lead the organized retail sector in India. India Retail Report for the
third-quarter of 2010, forecasts that the total retail sales will grow US$ 543.2 billion by 2014.
With the expanding middle and upper class consumer base, there will also be opportunities
in India's tier II and III cities. The greater availability of personal credit and a growing vehicle
6
population to improve mobility also contribute to a trend towards annual retail sales growth of
11.4 per cent. Mass grocery retail (MGR) sales in India are forecast to undergo enormous
growth over the forecast period. BMI further predicts that sales through MGR outlets will
increase by 154 per cent to reach US$ 15.29 billion by 2014. This is a consequence of India's
dramatic, rapid shift from small independent retailers to large, modern outlets. China and India
are predicted to account for almost 91 per cent of regional retail sales in 2012 and by2014 their
share of the regional market is expected to be more than 92 per cent. Growth in regional retail
sales for 2010-2014 is estimated by BMI at 72.2 per cent, an annual average of 14 per cent.
India should experience the most rapid rate of growth in the region, followed by China. For
India, its forecast market share of 13.9 per cent in 2012 is expected to increase to 14.3 per cent
by 2014.
ORGANIZED RETAIL IN INDIA
The Indian organized retail industry is valued at about $300 billion and is expected to grow to
$427 billion in 2010 and $637 billion in 2015. Retail Market India today is the second fastest
growing economy of the world after China. Some of the factors which have contributed to the
growth of organized retail in India are: Increase in the purchasing power of Indians,
rapid urbanization, increase in the number of working women, large number of working young
population.Today people look for better quality product at cheap rate, better service, better
ambience for shopping and better shopping experience. Organized retail promises to provide all
these. The Industry the various formats of organized retail are: Hypermarkets: They store
products of multiple brands comprising food items and non-food items. Supermarkets: These
are self service stores selling food and personal care products. E.g.: Departmental stores:
Retails branded goods in non-food categories. E.g.: Shoppers Stop. Specialty Chains: These
stores focus on a branded product or a product category. E.g.: Bata Convenient stores:
These are small self service outlet located in crowded urban area. Malls: A huge enclosures
which has different retail formats. e.g.: Nucleus Key players in organized retail are: Pantaloon
Retail: It was started by Kishore Biyani- India's largest retailer. The various formats of
pantaloon retail are: Pantaloons, Big Bazaar, Food Bazaar, Central etc. RPG Retail: Its various
formats are: Food World, Music World, Health & Glow, Spencer's Tata Retail (known as
TRENT): Its various formats are: Croma Westside Star India Bazaar K Raheja Corp. Group:
Shoppers' Stop, Hyper city, Crossword, In Orbit Mall Reliance Retail Job Opportunities:
UNORGANIZED RETAIL IN INDIA
Unorganized retailing is characterized by a distorted real-estate market, poor infrastructure and
inefficient upstream processes, lack of modern technology, inadequate funding and absence of
skilled manpower. Therefore, there is a need to promote organized retailing.
OLD RETAIL FORMATS
Kiranas , Mandis, Village Haats, Push Cart Vendors
7
VISHAL – VALUE INCREASE SHIPPING HYPERMARKET AFFORDABLE LOW PRICE
COMPANY PROFILE
“Future is thinking beyond horizon” & in order to keep its pace with the modern retail, Vishal
Retail Limited is spreading its wings. Instead of resting on its laurels the Group are busy
identifying new avenues of growth by venturing in other formats like cash & carry, convenios as
well as specialty stores and inspiring local retailers to grow along with the big names. Vishal
Retail Ltd, is one of the leading players in the Indian retail industry, is a lead the way in discount
retailing and is focused on tier II and III cities in the country. It has a strong presence
in manufacturing and retailing of readymade garments (apparels) retailing of non-apparels and a
large variety of FMCG products. The company has pan-India presence with 183 mid-sized
hypermarket format stores as on April 28, 2008 covering about 2990146 sq ft retail space area.
Vishal is supported by strong manufacturing set-up in Gurgaon, Dehradun and Manesar with a
capacity of 5,000 garment pieces per day in each unit. It also has 27 warehouses located in 8 key
cities in India covering over 1.1mn sq ft area. Vishal started as a humble one store enterprise in
1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 183 showrooms
in 129 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 single largest collection of
goods and commodities sold under one roof in India. The group had a turnover of Rs. 1763.12
million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra Agarwal. The group
had of turnover Rs 2984.43 million for fiscal 2006 and Rs. 6226.53 million for fiscal 2007. The
group has tied up with HPCL to open corner stores at their petrol pumps and in addition to the
above Vishal has come up with an institute to train manpower for the service industry. Today
Vishal Retail Limited, Flagship Company of Vishal Group, engaged in Hyper Market stores with
an average area of 25,000 to 30,000 sq. ft. In tune with the pulse of the market, he envisioned a
mega store that would sell garments at prices none other could match. The first big store opened
in Calcutta's Esplanade area in 1997, under the banner of Vishal Garments. He was involved in
all the aspects of the business: right from sourcing the garments to interacting with customers.
And this led to his greatest finding “TheVishal Group.”After identifying the immense market in
fashion garment for the masses, At present, in addition to garments, Vishal Mega Mart stores
retail the entire range of household products, FMCG and electronic goods. Vishal's prices are
roughly 15 to 20 per cent less than other mass market garment labels.CMD, Vishal Retail
Limited believes that the shopping habits of Indians are changing due to their growing
disposableincome,higher aspirations, relative increase in the younger population, and the change
in attitudestowards shopping. The emphasis has changed from price consideration to design,
quality and trendy. Age is also a major factor that affects the spending decisions of an individual.
Consumer spending is an important factor that affects the economic growth and development in a
country.
Vishal Mega Mart – Goa
Address:- Samrat Ashok Theatre Complex, 18th June Road, Panaji, Goa-403001.
Days: - Days Open Monday to Sunday.
Store Timings - 10:00 AM-10:00 PM.
Payment Methods: - Visa, Amex, Master, Cash
Futures: - Home delivery, Air conditioned, Walk in Section, Parking Facility
8
SOME OF THE FRANCHISEE EXCLUSIVE BUSINESS CATEGORIES ARE:








Mens Fashion
Ladies and Kids
Footwear
Toys and Games
Home – General
Convenience (FMCG)
CDIT
Watches
THE POPULAR BRANDS OF VISHAL MEGA MART ARE:-











Zeppelin: Men‟s Shirts & Trousers
Fizzy Babe: Ladies and Kids Girls
Kitaan Studio: Men‟s Shirts & Trousers
Jasmine: Ladies and Kids Girls
Blues & Khakis: Men‟s Trousers
Zero Degree: Kids Boys
Paranoia: Men‟s Shirts & T-Shirts
Soil: Men‟s Shirts
Chlorine: Men‟s Shirts
Massa Bay: Men‟s Trousers & Bermudas
Fume: Men‟s Shirts, T-Shirts, Under Garments
MISION STATEMENT
We shall deliver Everything, Everywhere, Every time for every Indian Consumer in the most
profitable Manner.
VISION STATEMENT
We share the vision and belief that our customers and stakeholders shall be served only be
creating and executing future scenarios in the consumption space leading to economic
development.
MARKETING STRATEGY OF VISHAL MEGA MART
 Product
Vishal Mega Mart offers a wide range of products which starts from apparels to food items,
footwear to home furnishing, crockery to sport items, child care products to toys, watches,
drinks etc. There are many in house brands promoted by Vishal Mega Mart. In pursuance of
their business plan to diversify their portfolio of offerings, FMCG products play a key role.
FMCG products are usually meant to fulfill the daily needs of consumers and therefore, VRPL
believe retailing of FMCG products will bring customers to their stores on a frequent basis and
this mayin-turn lead to consumption of their apparels. VRPL have a number of private labels
9
for apparels such as Zepplin, Paranoia, Chlorine, Kitaan Studio, Famenne, Fleurier Women and
Roseau.
 Price
Vishal Mega Mart promises its consumers the lowest available
Price. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional
tool. Vishal Mega Mart also caters on Special Event Pricing (Close to Diwali, Christmas, and
New Year etc.). Selling combo- packs and offering discount to customers. The combo-packs
add value to customer. Through Bundling, they also reduced the price of the products. The
efforts of VRPL‟s retail business are targeted towards families having total income which
can be classified under the “lower middle” and “middle” income groups. VRPL follow uniform
pricing policy across their stores in respect of private labels and non-branded products sold by
them.
Thisenhances brand loyalty, encourages customer confidence and results in operational conveni
ence. Inrelation to the other products, the prices may vary between stores on account of statespecific taxation and vendor policies.
 Place
Vishal Mega-mart stores are located in 129 cities with 172 outlets. VMM has presence in
almost all the major Indian cities. They are aggressive on their expansion plans. Vishal Retail
targets cities with urban population of 1 million people or above or can be classified as Tier-2
and Tier-3 cities. In Tier-1 cities, the company opens retail outlets on the outskirts, rather than
the prime area. Its target market includes people with middle income and lower income levels.
This enables the company to overcome competition to some extent due to its first mover
advantage (as competitors have relatively less space in tier-2 and tier-3 cities) and helps to
lower rental cost. As at 3Q FY08, 78% of the company‟s 82 stores are in Tier-2 and Tier-3
cities. The company plans to maintain the ratio of Tier-2 and Tier-3 to Tier-1 cities at 80:20.
 Place
Vishal Mega-mart stores are located in 129 cities with 172 outlets. VMM has presence in
almost all the major Indian cities. They are aggressive on their expansion plans. Vishal Retail
targets cities with urban population of 1 million people or above or can be classified as Tier-2
and Tier-3 cities. In Tier-1 cities, the company opens retail outlets on the outskirts, rather than
the prime area. Its target market includes people with middle income and lower income levels
 Promotion
Advertising has played a crucial role in building of the brand. Vishal Mega Mart
advertisementsare mainly seen in print media i.e. newspapers, Television with Tina Parekh as t
here inadvertisement,
and
sometime
road-side
billboards.VRPL‟s category management system is used to plan promotional schemes. They launc
h promotional schemes weekly. Apart from general sales promotion, the category manager for
mulates promotional plans for „slow movers‟. In addition, to promote sales, they focus on
layout of the stores and positioning, presentation and display of merchandise, in order to appeal
to the customer. In addition, VRPL have introduced, in association with SBI Cards & Payment
Services Private Limited, a co-branded credit card. VRPL‟s propose to continuously undertake
10
such initiatives to increase the satisfaction of their customers. Vishal Mega-mart started many
new and innovative cross-sell and up-sell strategies in Indian retail market. The various
promotion techniques used at VMM include:-5 Din Ki Maha Bachat-2 din Ki Maha LootDhan-teras Dhamaal-Great Savings-Vishal Mega Mart Gift Voucher Rs. 1000.-25% Off On All
Items – Every Month-Discount Offers At Various Festive occasions-Grand Winter Sale – 50%
& 60% discount for 2 days-Paise Bachao Aandolan – 9 Din Ki Maha Loot-Vishal Reward Plus:
Consumers can make purchases at any store and accumulate points at a central level. These
points are redeemable at any of our stores.-Cross category promotions are now catching up
where discounts are being offered on grocery purchases, redeemable against purchase of
apparel and household products
 People
Vishal Retail has been established by Mr. Ram Chandra Agarwal, a first generation
entrepreneur. He has been instrumental in expanding the business from an apparel store in
Kolkata to 82 value retail stores with pan- India presence. The salient features of staff of VMM
are: --Monthly, weekly & daily sales targets are communicated to the staff & efforts are made
to consistently achieve the set targets.-Employees are motivated to think out-of-the-box. Retail
sector is in growth stage, so staffs is empowered to take innovative steps.-Multiple counters for
payment, staff at store to keep baggage and security guards at every gate, makes for a
customer-friendly atmosphere.-VMM motivates & retains store staff & maintains a positive
work environment. -Well-dressed staff improves the overall appearance of store.-Strong
Recruitment Cell, 2,509 employees joined in 2009.-8500 employee Strength.
 Process
VMM adopted the business model as shown in (Figure-9) to run their activities smoothly.
This process includes four steps as follows: Manufacturing Capacity; Strong Logistics;
Products; Retailing The goods' dispatch and purchasing area has certain salient features which
include: --Multiple counters with trolleys to carry the items purchased.-Proper display / posters
of the place like (Kids Wear, Grocery, and Stationary etc.).-Home delivery counters to be
started soon.-Three Layer Security Checks.-No. Of Parallel Billing Counter -Retail Exchange
Software Solution – PRIL-Integrated With SAP & ERP
 Physical Evidence
It deals with the final deliverable or the display of written facts. This includes the current
system and available facilities.-Infrastructure – Stand Alone Commercial Building-Clean, Airconditioned outlet-Equipment – computer, BCR, Desk etc State of Art
Sales promotion technique adopted by Vishal Mega Mart
1. Price-off offer:
Under this offer, products are sold at a price lower than the original price. This type of scheme
is designed to boost up sales in off-season and sometimes while introducing anew product in
the market.
Example
 Buy 2 men T-shirts at Rs. 599/- and 1 T-shirt at Rs. 399/- (MRP: Rs.399/T shirt).·
 Buy 2 men T-shirts at Rs. 749/- and 1 T-shirt at Rs. 499/- (MRP: Rs.499/T-shirt).·
 Buy 3 men round neck T-shirts for Rs. 399/- (MRP: Rs.199/T-shirt).·
11


Buy 2 men V neck T-shirts at Rs. 499/- and 1 T-shirt for Rs. 299/- (MRP: Rs. 299/Tshirt).· Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/T-shirt).·
Buy 1 woman top and get Rs. 100/- off on the bottoms.
2. Discounts:
Under this, the products are sold at a discounted price with percentage discounts on the original
price. This type of scheme is designed to boost up sales in off-season.
Example
 30% off on all the men formal shirts and trousers.· 30 % off on all the women formals
and casual outfits.
3. End of season sale:
End of Season sale or stock Clearance sale is been conducted at vishal mega mart Factory
Outlets. They are offering surprising discounts as if you buy 2 any items of garments and you
will get 3 more with your choice absolutely free. These offers are given as celebration of New
Year.
4. Seasonal offers:
Vishal mega mart provides the customers with various discounts and price-off offers at the
stores and factory outlets on the seasons like winter and monsoon. This type of scheme is
designed to boost up sales in these seasons.
5. Festival offers:
Vishal mega mart have come up with festive offer during Diwali and Christmas by giving away
gifts for purchases that are made at the store for cheaper price. If you shop for Rs.4500 you get
a Strolley bag worth Rs. 1299 for Rs. 149 only. If you shop for Rs. 2400 and above you get a
lemon set, which is said to be imported, worth Rs. 649 for Rs. 99only.
6. New Year offers:
Vishal mega mart offers gifts for purchases that are making at the store during the New Year
for cheaper price. If you shop for Rs. 3500 you get an Imported Designer Glass Set for Rs. 249
only. If you shop for Rs. 2500, you get a 3 nights and 4 days holiday package for a couple
on an International cruise
12
Research Methodology
13
RESEARCH METHODOLGY
Research methodology is considered as the nerve of the project. Without a proper well
organized plan, it is impossible to complete the project and reach to any conclusion. The main
objective of survey was to collect appropriate data, which work as a bease for drawing and
getting result. The purpose of methodology is to describe the process involved in research
work. This includes the overall research design, data collection method, the field survey and
the analysis of data.
SCOPE OF STUDY
This project gives me great exposure to the customer‟s perception towards Vishal Mega Mart,
Goa. The study identifies the type of customers visit Vishal Mega Mart or this project helped
me in knowing the customer profile of customers who visit Vishal Mega Mart. The study also
focuses on the preferences of customers and level of customer‟s satisfaction with services
provided by Vishal Mega Mart Panjim outlet or their expectations from VMM.
OBJECTIVES
1. To study the profile of customers who visit vishal Mega Mart.
2. To identify the satisfaction level of customers with respect to Service provided
SAMPLE DESIGN
In this research, 100 respondents were selected randomly. Customers who visit vishal Mega
Mart were approached and given a brief explanation about the study and the purpose of the
study. The respondents were then asked to fill a questionnaire with 12 questions including the
basic detail which had more close ended questions and 1 open ended questions, so that the
respondents can easily fill the questionnaires.
The purpose of this research is to gain in detail knowledge about customers and the factors that
influence their satisfaction level.
SAMPLING TECHNIQUE
Through the questionnaire the measurement of the customer‟s level of satisfaction and opinion
would be easier. The techniques used in the questionnaire were category scaling techniques.
The techniques used in the questionnaire were simple attitude scaling and category scaling
techniques.


Population – The information is generated from the respondents met & interviewed.
Sampling unit – Respondents were randomly selected for the purpose of the research
SAMPLE SIZE:
For the survey, a sample size of 100
SAMPLES AREA:
The survey was carried out at vishal Mega Mart panjim Goa.
RESEARCH DESIGNED
Detailed and structured questionnaire was designed. The questionnaire was designed to get
information from customers about their satisfaction and overall opinion about offers of Vishal
Mega Mart. The methodology developed was Primary and Secondary research.
14
RESEARCH INSTRUMENT
Research instrument used in the survey was structured with having 12 close ended questions in
it.
ANALYZING AND INTERPRETATION OF DATA
After the data has been collected, classified, the next step is to analyze and interpretation of
data. In order to make the analysis and interpretation part simple, Bar Diagrams and tabular
formats were constructed for each dimension, same are enclosed here
PRIMARY DATA:
Primary data was collected by preparing questionnaire for customers. questionnaires were
filled through interviewed personally.
SECONDARY DATA:
Secondary data will consist of different literatures like books which are internet articles.
In order to reach relevant conclusion, research work needed to be designed in a proper way.
15
Data Analysis & Interpretation
16
Occupation
Purpose: Purpose behind this question is to know what type of customers comes at VMM
most.
Occupation
Govt Employee
Private Employee
Student
Housewives
Business
Retired
No. of Respondents
29
22
8
34
5
2
Occupationon
34
35
29
30
No. of respondents
22
25
20
15
8
10
5
2
5
0
Govt
Employee
Private
Employee
Student
Housewives
Business
Retired
Interpretation:
The Analysis shows that majority that is 34% of respondents are Housewife‟s. Around 29% of
respondents are Government employees. 22% of respondents who visited Vishal Mega Mart are
Private employee. 8% and 5% of respondents are students and business people respectively and
remaining 2% who visited Vishal are retired people.
17
Age
Purpose: Purpose behind this question is to know the age profile of the visitors and to
know which age group of customers visit vishal Mega Mart the most.
Age
18-25
26-30
31-35
36-40
41-50
>50
No. Of respondents
11
23
30
16
11
9
Interpretation:
This chart shows the diversity in the age group that I have chosen for the sample study. The
Analysis shows that majority of the respondents belongs to the age group of 31-35 (30
respondents) while the age group of 26-30 consists of 23 respondents, further 16 respondents fall
under the 36-40 age group. From the graph we can see that 80 % of people are from young
generation who visit Vishal Mart. So Vishal Mart should stress more on young generation taste and
preference.
18
Gender
Purpose: To study which gender of customers visit vishal Mega Mart the most. So they
can target specific gender or they can introduce different schemes for that gender group.
Gender
Male
Female
No. of respondents
33
67
Gender
67
No. of respondents
70
60
50
40
33
30
20
10
0
Male
Female
Interpretation:
The analysis shows that Majority of respondents that is 67% o were female who visit vishal
and 33% were male
19
Distance covered while coming to the store?
Address
0-5 kms
5-10 kms
10-15 kms
More than 15 kms
No. of Respondents
46
32
15
7
Address
50
46
No. of respondents
45
40
32
35
30
25
15
20
15
7
10
5
0
0-5 kms
5-10 kms
10-15 kms More than 15 kms
Interpretation:
Majority of customers that is 46% said that they stay in and around areas of 0-5 kms of vishal
Mega Mart. 32% of customers stay 5-10 kms away from Vishal Mega Mart. 15% of
respondents said that they stay in and around 10-15 kmof vishal megamart. And 7% of
respondents stay more than 15 kms away frm vishal.
20
Locality or Tourists
Localite & Tourists
Localite
Tourists
No. of respondents
97
3
Address
97
No. of respondents
100
90
80
70
60
50
40
30
20
3
10
0
Localite
Tourists
Interpretation
According to the analysis 97% of the respondents who visit Vishal are Localite and 3% of the
respondents are tourists.
21
How often do you come at vishal mega mart?
Purpose: The major purpose of this question is to know consumer attitude in terms of frequency of
visit to the store in a month which is helpful to know their buying behaviour.
Visit
Once in a week
Twice in a week
Once on a month
Twice in a month
Once in a year
No. of respondents
13
8
18
51
10
Interpretation
The observation shows that 51 % of people out of 100 respondent surveyed visit Vishal
megamart twice a month which shows that local customer visit Vishal Mega Mart many
times. 18% prefer at Vishal Mega Mart once in a month. It is also observed that 13% of total
respondents prefer to visit Vishal once a week. Data also revealed that 8% of respondent
prefer to go at vishal twice a week and 10% of customers go to vishal once in a year.
22
What kind of product do you purchase from Vishal Mega Mart?
Purpose: - To know the main selling area of vishal Mega Mart.
Items
Food and Grocery
Garments
Luggage
Crockery
Chocolates
Home Appliances
Steel Utensils
Gift/ Toys
Footwear
Accessories
Stationary
Sports Items
No. of respondents
78
72
21
34
12
26
23
58
37
6
30
2
Interpretation
The Main selling area of Vishal Mega Mart is Food, Grocery and Garments.
23
On an average how much amount of money do you spend on a visit?
Purpose: - To know the amount of money customers spend of buying products at vishal
Money Spent
Below 500
500-1000
1000-1500
1500-2000
Above 2000
No. of respondents
7
14
43
29
10
Money Spent
43
45
No. of respondents
40
35
29
30
25
20
14
15
10
7
10
5
0
Below 500
500-1000
1000-1500
1500-2000
2000 & above
Interpretation
The analysis shows that 43% of spend Rs. 1000-1500 on a visit at Vishal Megamart whereas
29% of respondents said that they spend Rs. 1500-2000. 10% of customers spend above 2000
on a visit at vishal megamart. Only 14 % of customers spend from Rs 500-100 and 7% of
respondents spends below 500 Rs. on a visit at Vishal Mega Mart.
24
Rate the Staff on the Basis of the following parameters.
Purpose: - To know the satisfaction level of customers with services provided by staff
members of Vishal Mega Mart.
Co-cooperativeness
Very
good
15
Willing to give Information
Appearance
12
80
Attributes
Very good
Good
Good
Average
poor
44
39
2
Very
Poor
0
26
13
47
7
15
0
0
0
Average
Poor
Staff
Very Poor
80
80
70
60
50
47
44
39
40
26
30
20
15
15
12
13
7
10
2
0
0
0
0
0
co-operativeness
willingness to give
information
Appearance
Interpretation
From the chart we can conclude that 44% of respondents believe that staff is co-operative.
39% of respondents feel that staffs are not very co-operative and 15% of customers think
that they are really very co-operative.
47% of respondents feel that staff have knowledge about various schemes and product at
vishal and they give information about different schemes and products.
80% of customers are satisfied with staff appearance and their dress code.
25
Rate the following attributes for Vishal Mega Mart.
Purpose: - To know the satisfaction level of customers with different services provided by
Vishal Mega Mart.
Very good
56
66
77
23
46
33
Attributes
Ambience
Display
Location
Layout of store
Store Operating hours
Billing System
Average
9
11
2
27
18
27
poor
1
0
0
16
0
13
Very Poor
0
0
0
0
0
1
Services at VMM
77
80
66
70
60
Good
34
23
21
46
36
27
56
Very good
46
50
40
36
34
30
23
21
27 27
18
13
11
9
10
33
27
16
20
0
23
1 0
Ambience
0 0
Display
2 0 0
Location
Good
46
0
Layout of store
1
0 0
Store operating
hours
Billing System
Interpretation
Majority of respondents are satisfied with the Ambience, Display, Location, store operating
hours.
Most of the customers said that they are not satisfied with the billing system and lay out of the
store
26
What parameters you consider when you purchase a product in Vishal Mega Mart?
Rate the Following Parameter from 1 to 4 (1-most considering factor, 4- least consider)
Parameters
Price
Product Quality
Variety
Offer
1
15
13
53
31
2
3
14
29
42
3
65
22
5
8
4
17
51
13
37
products
1
2
3
4
65
53
51
42
37
31
29
22
17
15
13 14
13
5
3
Price
Product Quality
Variety
8
Offer
Interpretation
The analysis shows that large numbers of customers mostly consider variety of products at vishal
megamart
Most considered –
1.
2.
3.
4.
Variety
Offer
Price
Product quality
Least considered -
27
What do you think about the different offers of Vishal Mega Mart?
Rating (offers)
Best
Good
Average
Good
No. of respondent
71
21
8
0
Offers
80
71
No. of respondents
70
60
50
40
30
21
20
8
10
0
0
Best
Good
Average
Not Good
Interpretation
According to the analysis majority of respondents that is 71% of respondents feels that vishal
megamart gives best offers to the customers.
28
Are you aware about various schemes of Vishal Mega Mart on regular Basis?
Answers
Yes
No
No. of respondents
47
53
Schemes
53
53
No. of respondents
52
51
50
49
47
48
47
46
45
44
yes
No
Interpretation
53% of the total number of respondents said that they are not aware of different schemes
provided by vishal Mega Mart
29
What excites you most for shopping at Vishal Mega Mart? (Rate 1 to 6) 1-most exciting 6least exciting
schemes
More Variety
Branded products
Discounts on
Better customer service
Buy one get one free
Returns and Exchange
No. of respondents
5
2
63
9
21
0
Parameters
63
70
60
No. of…
50
40
30
21
20
5
10
9
2
0
0
More Variety
Branded
products
Discounts on
Better
custore
service
Buy 1 get 1
free
Returns and
exchange
Interpretation
Majority of respondents‟ said that discounts on products excites them most for shopping at
Vishal Mega Mart. 21% of customers says that buy 1 get 1 free offers excites them the most to
shop at vishal
30
How is your overall shopping experience at vishal Mega Mart?
Purpose: - to know the satisfactory level of customers with different schemes and services
offered by Vishal Megga Mart.
Scale
Very satisfactory
Satisfactory
Average
Unsatisfactory
Very Unsatisfactory
No. of respondents
77
13
8
2
0
Interpretation
Majority of customers that is 77% of customers said that there overall shopping experience was
very satisfactory. 33% of respondents feel that their shopping experience was just satisfactory.
31
Findings

Majority of respondents who visit Vishal Mega Mart are Housewife’s whereas 29% of government
employees and 22% of private employees visit Vishal Mega Mart.

The Analysis shows that majority of the respondents belongs to the age group of 31-35 (30
respondents) while the age group of 26-30 consists of 23 respondents. 80 % of people are from
young generation who visit Vishal Mart. So Vishal Mart should stress more on young generation
taste and preference.

The analysis shows that Majority of respondents that is 67% o were female who visit vishal and 33%
were male.

Majority of customers that is 46% said that they stay in and around areas of 0-5 kms of vishal Mega
Mart. 32% of customers stay 5-10 kms away from Vishal Mega Mart. 7% of respondents stay mre
than 15 kms away frm vishal.

According to the analysis 97% of the respondents who visit Vishal are Localite and 3% of the
respondents are tourists.

It is found that consumer attitude towards frequency of visit seems that 51% of majority consumers
prefer to visit the store twice a month.

The Main selling area of Vishal Mega Mart is Food, Grocery and Garments.

The analysis shows that 47% of spend Rs. 1000-1500 on a visit at Vishal Megamart whereas 31% of
respondents said that they spend Rs. 1500-2000. Only 14% of customers spend above 2000 on a visit
at vishal megamart.

44 % respondents believe that staffs are not very co –operative. Staff members are not willing to
give information.

80% of customers are satisfied with staff appearance and their dress code.

Most of the customers said that they are not satisfied with the billing system and lay out of
the store. They are satisfied with the all other services provided by VMM.

The analysis shows that large numbers of customers mostly consider variety of products at vishal
megamart

Majority of respondents that is 71% of respondents feels that vishal megamart gives best
offers to the customers.
53% of the total number of respondents said that they are not aware of different schemes
provided by vishal Mega Mart. And remaining 47% said that they are aware of different
schemes.
Majority of respondents‟ said that a discount and get 1 buy 1 free offer on products excites
them most for shopping at Vishal Mega Mart.
Majority of customers that is 77% of customers said that there overall shopping experience
was very satisfactory.



32
Suggestions and recommendations

Vishal Mart hypermarket should recommend various schemes, offers, loyalty programmers
to the 25 to 35 age group and it should also consider the fact that most of the housewife’s
and government employees visit Vishal Mega mart.

If company treat female customers very specially and knowledgeably they are likely to
develop into loyal customers of the Vishal Mart Hypermarket.

Company should try to increase publicity in and around 0-10 kms of vishal Mega Mart with
the help of different modes like local FM radia, print media, and posters especially when
there are special schemes for customers.

Vishal Mega Mart should introduce various schemes periodically, say once in forth nightly.

Consumers most prefer to buy food items, grocery and oil ghee from Vishal Mart store.
It is suggested that the company should adopt aggressive marketing campaigning and
advertising during times of seasonal bulk items like wheat, oil, ghee, spices etc. and
provide fair discounts on bulk purchase.

From the consumer perception evaluation of the store and services it is recommend that
Store should maintain the quality level in each categories of product.

Making stalls in corporate mela‟s like trade fair, maybe beneficial to create brand image of
its product

Store should provide free home delivery facility.

Company should provide regular training to their staff and aware him with the modern
technique of selling and customer dealing.

A special discount may be given on purchases exciding certain limits say rupees 2000.

Proper signage should be there so that customer can locate the products easily.

There is a long delay at the billing payment counter mainly because of less number of
billing machines.

The staff must be educated and smart and some of them must aware about all the basic
languages.
33
Conclusion
I am glad to have undergone internship because it taught me a few important things and also
got me to explore my own interests. My internship taught me a lot of things and I also got to
meet a lot of nice people. I even had some bad experiences; some people were not ready to
reply me. Well a coin has two sides & always looks the positive side of it.
All of the friends had also helped me one way or another, I totally enjoyed my internship and
also learnt a lot of things.
With the conclusion of my internship, I have a few things to embark on full-time and I am still
in the process of prioritising which to focus on and may be dropping some load off my back.
Limitation

The sample size of the customers was small.

Inadequate time was the major constraints during the project work.

The findings of the study are based on the assumption that respondents have disclosed
accurate information.
 The quality of the data collected maybe affected by reluctant nature of respondents to
respond clearly to some questions.
34
Annexure
Name: Occupation: -
Gender: - M
Age:-
F
Address:1) Are you a locality or a tourist? 2) How often do you come at Vishal Mega Mart?
I.
Once in a week
IV. Twice in a month
II.
Twice in a week
V. Once in a Year
III.
Once in month
3) What kind of product do you purchase from Vishal Mega Mart?
I.
Food and Grocery
V. Chocolates
II.
Gift/ Toys
VI. Home Appliances
III.
Crockery
VII. Steel Utensils
IV.
Luggage
VIII. Garments
4) On an average how much amount of money do you spend on a visit?
(a) Below 500
(b) 500-1000
(c) 1000-1500
(d) 1500-2000
(e) > 2000
5. Rate The Staff on the Basis of.
Attributes
Very
good
Good
Average
poor
Very
Poor
Co-cooperativeness
Willing to give Information
Appearance
6. Rate the following attributes for Vishal Mega Mart.
Very good
Good
Average
Attributes
Ambience
Display
Location
Layout of store
Store Operating hours
Billing System
35
poor
Very Poor
7. What parameters you consider when you purchase a product in vishal Mega Mart?
Very good
Good
Average
poor
Very Poor
Attributes
Price
Product quality
Varity
offer
8. What do you think about the different offers of Vishal Mega Mart?
Best
Good
Average
Not God
9. Are you aware about various schemes of Vishal Mega Mart on regular Basis?
Yes
No
10. What excites you most for shopping at Vishal Mega Mart? (Rate 1 to 6)
1- most exciting
6- least exciting
More Variety
Discounts on
Buy on get one free
Branded products
Better Customer service
Returns and Exchange
11. How is your overall shopping experience at vishal Mega Mart?
Very Satisfactory
Satisfactory
Average
Unsatisfactory
Very Unsatisfactory
12. Do you ever face any problem at vishal Mega Mart/ Suggestions
36
Bibliography
http://www.fibre2fashion.com/industry-article/free-retail-industry-article/indian-retail-industry-its-growthchallenges-and-opportunities/indian-retail-industry-its-growth-challenges-and-opportunities1.asp
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