INTRODUCTION

EXECUTIVE SUMMARY
Page 1

The Retail Sector is the largest sector in India after agriculture, accounting for over 10 per cent of the
countrys GDP and around 11 per cent of the employment. As an MBA (Retail Management) student I
have done my summer internship in retail store Vishal mega mart, Bojubir, VARANASI. During my
training I have done price gap analysis between Vishal mega mart, Reliance fresh & V-Mart on non-food
category. After that Consumer perception about Vishal mega mart, Model house, Lucknow-II. According
to analysis I observe that customer of the Vishal mega mart; Lucknow-II is not fully satisfied with their
services. Because of less variety, assortment, poor services & unprofessional employees behavior.

VISHAL MEGA MART, Bojubir, VARANASI is situated little bit outside the main VARANASI
city. This store total area is 10000 sqft. Total sales area is 8500 sqft. & 1500 sqft. D.C. (distribution
channel) area. So its small format retail outlet. And they are targeting mainly local middle class people.
Its daily average sale is near about 80000 to 100000 Rs.

INTRODUCTION OF INDIAN RETAIL INDUSTRY

Retail is Indias largest industry, accounting for over 10 per cent of the countrys 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 favorable 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 behavior, ushering in a revolution in shopping in India.
Modern retail has entered India as seen in Sprawling shopping centers, multi-storied malls and huge
complexes offer shopping, entertainment and food all under one roof.

EVOLUTION OF THE INDIAN RETAIL SECTOR

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Back to the emergence of Kirana stores and mom-and-pop stores. These stores used to cater to the local
people. Eventually the government supported the rural retail and many indigenous franchise stores came
up with the help of Khadi & Village Industries Commission. The economy began to open up in the 1980s
resulting in the change of retailing. The first few companies to come up with retail chains were in textile
sector, for example, Bombay Dyeing, S Kumar's, Raymonds, etc. Later Titan launched retail showrooms
in the organized retail sector. With the passage of time new entrants moved on from manufacturing to
pure retailing.
THE IMPORTANT 3 V's IN THE RETAIL INDUSTRY.

1.
2.
3.

VALUE,
VARIETY &
VOLUME.

SIZE OF INDIAN RETAIL MARKET

India's retail sector is estimated to touch us$ 833 billion by 2013 and us$ 1.3 trillion by
2018, with a compound annual growth rate (cagr) of 10% - which is quite lucrative. Al these
estimations are due to the fact that the consumer spending has seen a rise of around 75%,
in the past four years. The organized indian retail market is slated to grow at a cagr of 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 in 2009. 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 is expected to lead the organized retail
sector in india. The indian retail market has been witnessing exponential growth with
developments taking place not only in major cities and metros but tier-ii and tier-iii cities in
india are also on the focus.

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GROWTH OF RETAIL IN INDIA:-

Organized Share of retail sector is expected to increase to 8-9 percent in 2010-11

from 6 percent in 2008.
The Indian retailing market, it is a very fast growing sector. One reason that can be attributed to this rapid
entry of the foreign retail giants is that the Western Countries have reached a point of saturation in their
retail sector. Another reason as already mentioned earlier is the change in the tastes and preferences or the
psychographic of the consumers that is bent in their favour.
Although the retail sector in India contributes to about 10% in the GDP, it is the most underdeveloped
sector in terms of investments that are made in this sector. The organized sector is growing at 25-30 %
per annum. Developed market in US, Taiwan, Malaysia is still a dream to the Indian retail market. They
have registered a growth of 50% per annum.

GROWTH DRIVERS IN INDIA FOR RETAIL SECTOR

Liberalization of the Indian economy

Increase in spending Percapita Income.

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Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating
the convergence of consumer tastes.

Introduction of dual income families also helps in the growth of retail sector.

Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.

Consumer preference for shopping in new environs.

Technology-savvy/Youth population.

Foreign companies' attraction to India is the billion-plus population.

Existing Indian middle classes with an increased purchasing power

Rise of upcoming business sectors like the IT and engineering firms

Change in the taste and attitude of the Indians

Effect of globalization

Heavy influx of FDI in the retail sectors in India.

FUTURE OF RETAIL IN INDIA:-

India Retail Report for the third-quarter of 2010, forecasts that the total retail sales will grow from US$
353 billion in 2010 to US$ 543.2 billion by 2014. With the expanding middle and upper class consumer
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base, there will also be opportunities in India's tier II and III cities. The greater availability of personal
credit and a growing vehicle 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. consumer electronic sales at US$
29.86 billion in 2010, with over the counter pharmaceutical sales at US$ 3.28 billion. The latter is
predicted to be the fastest growing retail sub-sector and BMI forecasts that sales will reach US$ 6.18
billion by 2014, an increase of 88.5 per cent.
China and India are predicted to account for almost 91 per cent of regional retail sales in 2010 and by
2014 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 2010 is expected to increase to 14.3 per cent by 2014.
CHALLENGES OF RETAILING IN INDIA

The first challenge facing the organized retail sector is the competition from unorganized sector.

In retail sector, Automatic approval is not allowed for foreign investment.

Taxation, which favors small retail businesses.

Developed supply chain and integrated IT management is absent in retail sector.

Lack of trained work force.

Low skill level for retailing management.

Intrinsic complexity of retailing- rapid price changes, threat of product obsolescence and low
margins.
ORGANIZED RETAIL IN INDIA:-

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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. Indian economy will grow larger than Britain's by 2022, Japan by
2032 and by 2050 will become the second largest economy of the world after China. Indian market has
become the most lucrative market for retail investment in the world. 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 Convenience
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: CromaWestsideStar
India Bazaar K Raheja Corp. Group: Shoppers' Stop, Hyper city, Crossword, InOrbit Mall Reliance
Retail Job Opportunities: Retail accounts for 8% employment in the country. In the next 2 years the
sector is set to provide 2.5 lakh job opportunities.

UNORGANIZED RETAIL IN INDIA

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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.
Facing stiff competition from corporate retail outlets, hawkers and small shopkeepers are not only
witnessing decline in business but also increased harassment and eviction drives. The 400 hawkers and
100 shopkeepers surveyed across five cities by India FDI Watch and Action Aid, about 85% of them said
their business was on a slide. Competition (from corporate retail outlet) was the number one reason cited
by the respondents for the decline of their business.
Shopkeepers have increased their work hours to compete with big retailers. About 60% of hawkers and
64% of shopkeepers are working 10-12 hours per day, while 24% worked for 13 hours or more. Incidents
of extortion and eviction have also increased because of the entry of big retailers, the study pointed out.
45% of those surveyed said the levels of harassment and/or evictions had increased recently.6%said it
was a cause of decline in business.
India FDI Watch also slammed a think-tanks report that says the organized and unorganized sectors can
co-exist. Just because organized retail might grow nationwide does not mean that it will grow and coexist with unorganized retail especially given the anti-competitive practices that corporate retailers are
already employing.

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COMPANY PROFILE

VISHAL MEGA MART

V
VALUE

INCREASE

SHIPPING

H
HYPERMARKET

Page 9

A
AFFORDABLE

L
LOW PRICE

PUNCHLINE:Vishal Retail Ltd, is one of the leading player 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 108 mid-sized hypermarket format stores as on April
28, 2008 covering about 2.3mn 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 117 showrooms in 75 cities / 20 states. Indias 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. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra
Agarwal. The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal
2007. The turnover of the company for 09-10 was 1105 crore. The groups prime focus is on retailing.
The Vishal stores offer affordable family fashion at prices to suit every pocket.

THE FOUNDERS:-

Mr. Ramchandra Agarwal

Mrs. Uma Agarwal

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Mr.
Surendra Agarwal

THE POPULAR BRANDS OF VISHAL MEGA MART ARE:-

Zeppelin

Mens Shirts & Trousers

Fizzy Babe

Ladies & Kids Girls

Kitaan Studio

Mens Shirts & Trousers

Jasmine

Ladies & Kids Girls

Blues & Khakis

Mens Trousers

Zero Degree

Kids Boys

Paranoia

Mens Shirts & T-Shirts

Soil

Mens Shirts

Chlorine

Mens Shirts

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Massa Bay

Mens Trousers & Bermudas

Fume

Mens Shirts, T-Shirts, Under Garments.

VISHAL MEGA MART:PR OD U CTS

FOODMART

Beverage
Cooked Indian
Cooked Chinese
Drinks
Fruits & Vegetables

FOOTWARE
Boys

Girls

Shoes

Slippers

Sandals

Sandals

Ladies

Mens
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Shoes

Shoes

Slippers

Slippers

HOUSEHOLD
Acrylic Ware
Dinner Set
Glass Ware
Home Aids
Floor Wiper
Sanitary Brush
Cup
General Plastic Goods
Coffee Mug
Bucket
Lemon Set

Steel
Cake Server
Porcelain
Non Stick
Handi
Dosa Tawa
Cup & Saucer
Bone China
Soup Set
Dessert Set
etc.

LADIES ACCESSORIES
Personal Items
Cap(LCA)
Socks(Las)

Copper
Jug
Thermo Ware
Pressure Cooker
Cooker
Pressure Pan
Tiffin
Electrical App.
Chopper
Microwave Oven
Container

Nail Polish
Necklace
Ring

Cosmetics
Lip Gloss

LIFESTYLE
Time Zone
Ladies Wrist Watch
Mens Wrist Watch
Mens Accessories
Belts
Wallets

Opticals
Ladies Sun Glass
Mens Sun Glass
Electric & Electronics
Battery(ABT)
Calculator(EEC)

GARMENTS
MEN
Upper
Shirt Casual

Lower
Jeans(MP)
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Gifts & Novelties

Flower Vase
Key Chain
Perfume/Deo
Spray
Deo

Shirt Formal
Ethnic & Sports

Cotton- Trouser(MPC)
Winter Wear

Night Suits

Suit(WMC)

T-Shirts

Blazer (WMB)

Dupatta

Windcheater

Sherwani

Jacket

LADIES

Upper

Lower

Kurta

Pants Jeans

Skirt Top

Capri

Ethnic

Winter Wear

Nighty

Jackets

Lancha

Stawl

Sharara

Blazer

Salwar Suit

Track Suit

BOYS
Lower Sets
Jeans

Winter Wear
Night Suit
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Bermudas

Baba Suit

Blazer

Jacket

Upper

Ethnic

Shirt Formal

Kurta- Pyjama

T-Shirt

Sherwani

GIRLS
Lower
Hot Pant

Winter Wear
Hipster Set

Skirt

Jacket

Upper

Ethnic

Tops (GWT)
Frock (GFK)

Sharara
Lancha

INFANTS

Garments

Accessories

Hot Pant

Bed Sheet

Frock

Under Garments

Baba Suit

Socks
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Winter Wear
Sweater
Pull Over

HOME FURNISHING
Drawing Room

Bedroom

Door Mat

Bed Sheet

Carpet

Pillows

Curtains

Pillow Cover

Kitchen

Bathroom

Apron

Bath Mats

Kitchen Napkin

Towel Gift Sets

SPORTS & FITNESS

Indoor games

Outdoor games

Basket Ball

Cricket Bat

T.T. Bat

Football

Boxing Kit

Lawn Tennis

Swimming Costumes

Tennis Racket

Water Ball

Tennis Ball

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Fitness Equip.
Personal Gym

STATIONERY
School

Office

Paper Mart

Exam Board

Office File

Diary

Clay

Punching Machine

File

Party Stuff
Balloons
Ribbons

TOYS & GAMES

Soft Toys

Dolls

Cycle & Scooters

Musical Toys

Barbie Doll

Cycles

Non-Musical

Other Dolls

Scooters

Board Games

Infant Toys

Video Games

Wooden Blocks

Teether

T.V. Video

Puzzles

Swing Hand

Game

TRAVEL ACCESSORIES
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Luggages

Portfolio Bags

Suitcase

Shoulder- Bags

Pouch & Cases

Executive -Bag

Waist Pouch

School Bags

MISSION STATEMENT:-

We shall deliver everything, everywhere, every time for every Consumer in the most profitable manner.

VISION STATEMANT:-

We share the vision and belief that our customers and stakeholders shall be served only by creating and
executing future scenarios in the consumption space leading to economic development.

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OBJECTIVES
&
LIMITATIONS

OBJECTIVES:-

1.
2.

Proper understanding and analysis of VISHAL MEGA MART

To know the pricing strategy of others retail outlets like- Reliance fresh, V-Mart & comparison with

Vishal Mega Mart.

3.
Conduct a survey on a sample selected from the customers of VISHAL MEGA MART and to obtain
4.
5.

their opinions.
To know the strategy to make a customer retention.
To analyze a comparative study between the satisfaction level of VISHAL MEGA MART, V-Mart &

Reliance fresh.
6.
To know the steps that VISHAL MEGA MART adopted to make a good relationship with its
7.

customers.
To evaluate the recent trends of Indian retail industry in order to come out with prospects for Indias

one of leading retail chains- Vishal mega mart.

8.
At the same time to know the people perceptions towards Vishal mega mart.
9.
To know the consumers expectations from Vishal mega mart.
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10.

To come out with conclusions & suggestions based on the analysis & interpretation of the data.

LIMITATION:-

Although it would have been nice to conduct a perfect research study, but this study is conducted under
certain limitations, which were faced while doing this research. So it is highly recommended to consider
these limitations while going through the project study.

These limitations are as follows

1. LIMITATION OF DATA
The statistical data regarding the city was not available to us on secondary source of data and to generate
such data on the primary source was a task, which cannot be achieved in such a short time.

2. LIMITATION OF TIME
The limitation of time was another constraint in the study as the study had to be conducted in few months
therefore many aspects have been left unexplored. Locating the target customers is very time consuming.
Research period is not just much enough to know fully about the Price strategies & consumers perception
about Vishal Mega Mart Bojubir ,VARANASI.

3. INHIBITIONS OF THE RESPONDENTS

The respondents did not reply the question with precision as they were busy with their own work or they
were not interested in taking part in such a research. Employees sometimes feel hesitated while telling
about their view about their marketing strategies.

Other Limitations are:4. Sample size is limited due to the limited period allocated for the survey.
5.
Getting accurate responses from the respondents due to their inherent problem is difficult. They may
be partial or refuse to cooperate.
6.
Respondents may not be interested to give the data.
7.
Sometime respondents are not taking interest in such type of surveys therefore there is chance that
they might be giving wrong information.
8.
The respondents are free from all barriers so he/she can give his/her opinion which may not be true
in many occasions.

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9. The staff of the Vishal only provides/ communicates the merits of its products.
10.

Secondary data is not available of Vishal mega mart, Lucknow-II.

SCOPE OF STUDY

SCOPE OF STUDY

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This project gave us great exposure to the customers perception toward Vishal mega mart, Bojubir ,
VARANASI.. The study also identifies the attitudes and preference of the consumers. The study also
identifies that customers are satisfy with the services of Vishal mega mart, Bojubir,VARANASI or their
expectation from Vishal mega mart.
This study also identifies the price gap of the different-different outlets .like V-mart, VARANASI &
JALANS SHOP, VARANASI.

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RESEARCH METHODOLOGY

Page 23

RESEARCH METHODOLOGY:-

Research Methodology is a way to systematically solve the research problem. When we talk to research
methodology we not only talk of research methods but also consider the logic behind the method we use
in the context of our research results are capable of being evaluated either by researcher himself or by
other. The purpose of this section is to describe the methodology carried out to complete the work. The
methodology plays a dominant role in any research work. The effectiveness of any research work
depends upon the correctness and effectiveness of the research methodology. This section deals with
research design used, data collection, methods used and sampling methods used.

MY RESEARCH DESIGN
I have chosen descriptive research design for my study because I am interested in knowing the consumer
perception about Vishal mega mart, Bojubir ,VARANASI. To accomplish the predefined objectives of the
research, descriptive research design is used to collect the require information from the sources.

TYPE OF RESEARCH
(DESCRIPTIVE RESEARCH) The main goal of this research is to describe the data and
characteristics about what is being studied. The idea behind this type of research is to study frequencies,
averages, and other statistical calculations. Although this research is highly accurate.

TYPE OF DATA
1.

PRIMARY DATA

The primary data is that which details we collect from the market and also used first time in the
research. So in this research we collect data very first time from customers which are totally fresh.

2.

SECONDARY DATA SOURCE

Companies Broachers

Companies Website

Internet.

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Magazines, journals, pamphlets, advertisements, newspapers & articles etc.

Websites like scribd.com & proquest.umi.com.

The purpose of using the secondary data is to increase the accuracy of analysis.

DETAILS OF RESEARCH:-

METHOD USED

SURVEY METHOD

Data used:
Instrument used:
Sample size:
Data Analysis Tools:
Type Of survey:

Both Primary & Secondary

Structured Questionnaire
100
column, bar & area charts
Interview

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ANALYSIS

QUESTIONNAIRE ANALYSIS BASED UPON CUSTOMER PERCEPTION ABO ABOUT VISHAL

MEGA MART .BOJUBIR ,VARANASI.

1.
(a)

How often do you visit Vishal mega Mart.?

Once [ ] (b) twice [ ] (c) Thrice [ ] (d) More (please specify)

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Once

24

Twice

30

Thrice

16

More

30

Total

100

ANALYSIS:The observation shows that 30 % of people out of 100 customers surveyed used to come in Vishal mega
mart on twice & more than four times which shows that local customer in Vishal mega mart used to come
so many times. Because many families used to come and purchase their home care products & so many
things. And only 24 % & 16% prefer to go once & thrice time. Overall we can say that in Vishal mega
mart is a family store. Where they can get everything whatever they want to purchase.

2.

How much money do you usually spend on Vishal Mega Mart in a month?

(a)

0 to 2000

[ ]

(b) 2000 to 5000

[ ]

(c) 5000 to 8000 [ ] (d) More than 8000 [ ].

o to 2000

42

2000 to 5000

36

5000 to 8000

14

More than 8000

8
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Total

100

ANALYSIS:42 % of people spend their money or mostly people used to spend their money (0 to 2000 Rs). And 36%
customers spend 2000 to 5000 Rs. In Vishal mega mart which shows that people mostly spend their
money up to 5000 Rs. 14% customer is there who spend 5000 to 8000 Rs. In Vishal store.and 8%
customer who spend more than 8000 Rs in Vishal store.
The observation shows that Vishal mega mart, model house Bojubir ,VARANASI dont have big
customer in terms of money which is not good for them. Because VARANASI, Model town is a neighbor
town for Vishal. And model town is that area where very rich families are living. This is good opportunity
for Vishal mega mart. If they want to increase their sale in high level or they want to make big or heavy
customer in their store so they need to do so many things like keep better quality product, good display,
better assortment & variety and make their employees professional & helpful in terms of service. Then
they can make their sale bigger as compare before.

3.

With whom do you usually come with?

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(a)

Alone

[ ] (b) with friends [ ] (c) with family [ ] (d) other (plz specify).

Alone

12

With Family

56

With Friends

28

Others

Total

100

ANALYSIS:The observation shows that 56 % of customer used to come with their family. And 28% customers are
there who comes with friends. And there are so less customer who used to come alone & with others
because its family store and young and one customer try to avoid coming in Vishal Mega Mart.

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4.
(a)

Do you come in Vishal Mega Mart?

Casual

[ ]

(b) Planed

[ ]

casual

40

planed

60

Total

100

ANALYSIS:The observation shows that 60 % of customer come with planning in vishal.Because its family store so
family make plan that when they have or should go for purchase in Vishal mega mart. And 40%
customers are there who comes casually.

5.

What features you considers when you purchase in Vishal Mega Mart. please give the rank.
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(A)

PRICE

GOOD

58

VERY GOOD

AVG.

38

POOR

VERY POOR

TOTAL

100

ANALYSIS:The observation shows that 58 % of customers think that price of Vishal mega mart is good & 38% think
that its average price. But bad thing is that according to survey there is not even one customer who give
very good rank for Vishal price as well as poor rank. But 4% customer is also there who give the rank
very poor. This shows that its price is not reasonable.

(B)

PRODUCT QUALITY
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GOOD

36

VERY GOOD

AVG.

58

POOR

VERY POOR

TOTAL

100

ANALYSIS:According to this analysis 58% customer think that its product quality is Average & 36% customer think
that quality is good. Maximum no. of customer feels that its product quality is nice as per the
requirement. 2% customers think that its product quality is very good as well as very poor. And 4% think
that its poor quality product. Overall survey shows that its Vishal mega mart has nice product quality.

(C)

VARIETY

GOOD

16

VERY GOOD

0
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AVG.

60

POOR

22

VERY POOR

TOTAL

100

ANALYSIS:Observation shows that 60% of customers are there who think that in Vishal mega mart variety of the
product is Average & 22% customer think that variety is poor. 16% said that variety is good and 2%
customer is also there who think that variety is very poor. So according to this survey I can say that if
they wanted to increase their sale volume in future they need to maintain good variety of the product then
they can increase their sale.

(D)

OFFER

GOOD

56

VERY GOOD

12

AVG.

28

POOR

4
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VERY POOR

TOTAL

100

ANALYSIS:Observation shows that whatever offers Vishal mega mart offer which is good. That is why 56%
customers think that offer is quite good as compare other retail stores. and good thing is that there is not
even one respondent who give very poor rank for Vishal mega mart offers. And 28% respondent think
that its offers is Average.12% customer think that offer is very good & 4% think that poor. Overall I can
say that its good result of this question or survey.

6.

How is the behavior of staff members of Vishal Mega Mart?

STAFF BEHAVIOR
GOOD

34

VERY GOOD

AVG.

44

POOR

12

VERY POOR
TOTAL

6
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100

ANALYSIS:This observation is based upon Vishal mega mart Bojubir ,VARANASI employees. Its quite
flabbergasted survey which show that behavior of the employee is not up to the mark or not professional.
That is why 44% of respondent think that employees behavior is not professional. They are not well for
their duty. 12% respondent think that poor staff behavior & 6% respondent think that Vishal mega mart L
employees behavior in terms of professional ( talking style with customer mainly in FMCG section) is
very poor which is very bad for organization image. But some of the employees are very good that is why
4% customer gives them very good rank as compare other.
CUSTOMER PERSONAL INFORMATIONS:-

(A)

Address

In Lucknow

92

Outside Lucknow

Total

ANALYSIS:-

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This observation show that many no. of customer used to come in Vishal mega mart VARANASI is local
customer. 92% customer used to come from VARANASI or nearby VARANASI city.And 8% customer
are hare they are not from VARANASI or local city.

(A)

Age

18-25

32

26-30

30

31-35

22

36-40

41-50

>50

Total

100

ANALYSIS:Observation shows that 32% & 30% customers are young population between 18-25 & 26-30 age group
who used to come in store approximately. 22% from 31-35 age group. 8% & 8% are 36-40 & 41-50 age

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group. And there is no customer who is more than 50 years old. So I can say that very young customer
used to come in Vishal mega mart VARANASI. This is good for store.

(B)

Income

5000-10000

22

11000-20000

38

21000-30000

10

31000-40000

More than 40000

N.A.

26

Total

100

ANALYSIS:This observation shows us which category or class customers actually come in Vishal retail store.
According to the survey I can say that maximum lower middle class customer used to come in Vishal
retail store VARANASI. 22% customers income is 5000-10000 Rs. 38% customers income is 1100020000 Rs. And 10% customer income is 21000-30000 Rs. And 2-2% customer income is 31000-4000
Rs. & more than 40000 Rs. 26% customer is here who doesnt have any income like student & children
etc.

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(C)

QUALIFICATION

10th

10

12th

20

Graduate

44

P.G.

18

Diploma

other

Total

100

ANALYSIS:Basis of this observation we come to know that which kinds of customer actually come in store.
According to this survey we come to know that maximum no of customers is Graduate 44% who used to
come in Vishal Lucknow-II. 18% is post graduate, 20% 12 th & 10% metrics pass customers. Overall we
can say that in Vishal mega mart VARANASI, maximum no. of customer used to come is literate. This is
good for them. Because they understand the organized retail concept..
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Page 39

LITERATURE REVIEW

LITERATURE REVIEW
Page 40

ARTICLE NO. 01
DISCOUNTS MALL LOCAL STORES
Knight Ridder Tribune Business News. Washington: Jul 29, 2009. pg. 1

ABSTRACT (SUMMARY)
An ET survey on the retail market shows that retail chains such as Big Bazaar and Vishal Mega Mart are
offering attractive schemes and selling products at cheaper rates. For instance a kg of bottled Maggi
tomato ketchup costs Rs 74 at Big Bazaar as against a maximum retail price of Rs 84, which a mom-andpop store would charge. Also one can buy a two litre bottle of Sprite for Rs 38 at Vishal Mega Mart
instead of paying a market price of Rs 42 at a local store.

ARTICLES NO. 02
VISHAL RETAIL TO EXPAND TO 5 CITIES
Business line. Chennai: Jun 24, 2009. pg. 1

ABSTRACT (SUMMARY)
The company inaugurated its first mall in [Pune], its first in the western region. Mr Ramchandra Agarwal,
Managing Director, said the company would expand to cities such as Chandigarh, Ghaziabad, Patiala,
Surat and Meerut.
Located at the KPCT Towers building at Fatima Nagar, the Vishal Mega Mart will give Pune an
experience of the latest in the world of fashion and trends.
The 22,000-square-feet second floor has supermarket, music stores, household items, home appliances,
car accessories, stationery, travel accessories, footwear, hardware accessories and electrical appliances.

ARTICLES NO. 03
VISHAL RETAIL SETS UP SHOP IN MUMBAI
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Knight Ridder Tribune Business News. Washington: Jul 21, 2010. pg. 1
ABSTRACT (SUMMARY)
Vishal's prices are roughly 15 to 20 percent less than other mass market garment labels. Vishal Mega
Mart promises to deliver all the shopping needs of the customers in Mumbai. The store has been designed
and planned to give a unique shopping experience to all its customers. The company aims at offering the
customers a portfolio of products at bargain prices.

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SWOT ANALYSIS

SWOT ANALYSIS

(based on above analysis)

Some of the strengths and weaknesses of Vishal Mega Mart, Bojubir, VARANASI, are outlined below.
Most of the weaknesses & strengths has been given by customers through to questionnaire..

1. STRENGTHS: Understanding of the value retail segment

Logistics and distribution network.
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Model Town is neighbor town. And Model town is the richest area in the Lucknow.
New or best locations
Private labels
It sells product at cheaper prices also with discount.
Garment sector of the Vishal is much more superior to other retail stores.
It offers wide range of products under one roof.
It is the only store in Modal house, Lucknow-II where you can exchange the goods after purchase.

(On selected items).

The Vishal Mega Mart is situated at the good market place Model house.
It segments on middle and lower middle income groups.

2.

WEAKNESSES: Lack of parking space because parking area is not clean & there has been so many things kept on

that area which is not require.

Slow performance of the Stores.
Employees behavior is not professional.
Lack of cleanness in the store.
Daily customers footfall is very less around 200 to 300 average.
Inexperienced and unskilled management team except managers.
Supply chain management is quite slow.
Information technology systems are not working properly like- CCTV. CEMERAS, PRINTERS &

SCANERS etc.
Layout of the Vishal mega mart, Model house Lucknow-II is quite average.
Lighting system in not good. Because many lights are not working in the stores.
In Vishal Lucknow-II store A.C. sound is very noisily inside the store. Which irritate the customers..
Music system is not good. Because there has been playing two-2 songs at the same time. This makes

noise in the store.

Absolutely no brand awareness for the product. (Z-Line).
Need to incorporate many new features as per customer requirement.
Lack of proper extraction of work from staff.
Need to include more assortment & varieties of the same item.
Need to provide more offers/ discounts on FMCG. Here the perception of the people is quite low,
because from my consumer behavior survey I have found out that most of respondents think that

Vishal Mega Mart is not providing good offers/discounts on FMCG in comparison OF SPENCORS
Need to improve store layout according to customer facility.
People are not so modern in Bojubir, VARANASI.

3.

OPPORTUNITIES:-

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 Increasing penetration in the VARANASI city by leveraging their supply chain, distribution and

logistics network
Emphasis on Backward Integration.
Expansion of FMCG.
Increasing customer satisfaction and our base of loyal customers
Continue to upgrade information technology systems and processes
Continue to train employees and seek entrepreneurship from employees.
To increase the customer satisfaction by providing different variety of products.

Z-line (Manufacturing unit of Vishal) if we create the brand image of it. It will get additional sales

in the future.
Coming era is of knowledge and information if we sell our manufacturing unit product through
internet so we can create its brand image + additional sales in future.
There is a boom of retail in future according to current scenario. If Vishal creates brand image of its
Z-line product, so it can give direct competition to the other branded products in future.

4.

THREATS:

Independent small stores.

Demographic Changes.
V-Mart, JALAN SHOP ,City Life.
Overseas group entering the market.
Increased competition in the domestic market. is hooligan & gangster area.

KEY FINDINGS

Products availability in Vishal mega mart is not up to the mark. Especially in grocery section.
Noisy and unpleasant environment is irritates customer. Air conditioning is not so good.
Discounts and offers doing well in the store.
Product display and signage is average.
Quality in products is average.
Location of Vishal mega mart is good.
Parking facility in Vishal mega mart is not good.
Cleanliness and hygiene maintained in the store is not up to mark.
Security of Vishal mega mart is not up to mark.
Some Employees of Vishal mega mart is not providing proper knowledge to customers and some
employees do not attend the customers.

SUGGESTIONS:-

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Company need to spend a lot on advertising and promotion to create brand image of its product

(Z-LINE).
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 Mega Mart.
Customer facility should always be under watch.
Store should provide free home delivery facility.
Company should ensure that quality and quantity of the commodity is accurate.
Company should provide regular training to their staff and aware him with the modern technique of

selling and customer dealing.

To be improved the parking facility.
Need to include varieties of similar item.
Provide more discounts on FMCG.
Music which creates a environment should be soft and play only one music in the store.
Cleanness and hygiene should be maintained regularly.
Display is very important in store so display should be improved.
Proper signage should be there so that customer can locate the products easily.
Proper packaging and provide contrast labeling in displays of product.
There is a long delay at the billing payment counter mainly because of less number of billing
machines.

CONCLUSION:-

After completing this research I come to know that Vishal Mega mart is ahead of City life ,Spencers & VMart Retail in terms of sales. Only JALAN SHOP is ahead of Vishal Mega Mart because of its prime
Location and higher product range. . But there are few areas where Vishal, VARANASI malls needs
amendments and these suggestions are mentioned in these malls. Advertising is an important factor of
getting sales promotion.
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ANNEXURES:-

SAMPLE OF QUESTIONNAIRE
CONSUMER BEHAVIOR ABOUT VISHAL MEGA MART LUCKNOW-II.

1.
(b)

How often do you visit Vishal mega Mart.?

Once [ ] (b) twice [ ] (c) Thrice [ ] (d) More (please specify)

2.
(b)

How much money do you usually spend on Vishal Mega Mart in a month?
0 to 2000 [ ] (b) 2000 to 5000 [ ] (c) 5000 to 8000 [ ] (d) More than 8000 [ ]

3.
(b)

With whom do you usually come with?

Alone
[ ] (b) with friends [ ] (c) with family [ ] (d) other (plz specify).

4.
(b)

Do you come in Vishal Mega Mart?

Casual
[ ]
(b) Planed
[ ]

5.

What features you considers when you purchase in Vishal Mega Mart. please give the rank.

ATTRIBUTES

VERY GOOD

GOOD

AVERAGE

POOR

VERY POOR

PRICE
PRODUCT QUALITY
VARITY
OFFERS
6.

How is the behavior of staff members of Vishal Mega Mart?

VERY GOOD

7.

GOOD

AVERAGE

POOR

Give your suggestion.

____________________________________________________________________________________________
_____________________________________________________________

8.

VERY POOR

CUSTOMER PERSONAL INFORMATIONS:-

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1.

Name: -

2.

Address: -

3.

Phone No.

4.

Age (in year):-

.
.
.

18-25
5.

26-30

31-35

36-40

41-50

>50

Income

5000-10000

6.
(a)

Qualification
10th [ ] (b) 12th [ ]

11000-20000

(c) Grad.

SURVEYOR NAME:

[ ]

21000-30000

(d) PG. [ ] (e) Diploma

DATE:

BIBILIOGRAPHY

BOOKS REFERRED:

Retailing Management
Pradhan, Swapna

The Art Of Retailing

31000-40000

Page 48

> 41000

[ ] (f) Other

TIME:

Lamba, A.J.

ARTICLES REFERENCES
Knight Ridder Tribune Business News. Washington: Jul 29, 2009. pg. 1
Business line. Chennai: Jun 24, 2009. pg. 1
Knight Ridder Tribune Business News. Washington: Jul 21, 2010. pg. 1

WEB SIDES REFERENCES.

i.
2.
3.
4.

http://www.slideshare.net/guestd48fe7/indian-retail 3040432?src=related_normal&rel=874927
http://www.scribd.com/doc/29021600/Vishal-Megamart-and-Its-Competitors
http://www.scribd.com/doc/28559629/vishal-megamart
http://www.fibre2fashion.com/industry-article/free-retail-industry-article/indian-retail-industry-itsgrowth-challenges-and-opportunities/indian-retail-industry-its-growth-challenges-and-

opportunities7.asp
5. http://business.mapsofindia.com/india-retail-industry/indian-organized-retail-market.html
6. http://blogs.expressindia.com/showblogdetails.php?contentid=306131
7. http://www.scribd.com/doc/22140379/Pushpesh-Report

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