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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
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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
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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
3
rdYear
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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
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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´
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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
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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
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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
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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
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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 state-specific 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
bill-boards.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
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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 Loot-Dhan-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, Air-conditioned 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).·
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Buy 2 men V neck T-shirts at Rs. 499/- and 1 T-shirt for Rs. 299/- (MRP: Rs. 299/T-shirt).· Buy 3 women T-shirts at Rs. 399/- (MRP: Rs.199/T-299/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
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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 providedSAMPLE 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.
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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.
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Occupation
Purpose: Purpose behind this question is to know what type of customers comes at VMM
most.
Occupation No. of Respondents
Govt Employee 29 Private Employee 22 Student 8 Housewives 34 Business 5 Retired 2 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.
0 5 10 15 20 25 30 35 Govt Employee Private Employee
Student Housewives Business Retired 29 22 8 34 5 2
Occupationon
No. of respondents18
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 No. Of respondents
18-25 11 26-30 23 31-35 30 36-40 16 41-50 11 >50 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.
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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 No. of respondents
Male 33
Female 67
Interpretation:
The analysis shows that Majority of respondents that is 67% o were female who visit vishal and 33% were male
0 10 20 30 40 50 60 70 Male Female 33 67
Gender
No. of respondents20
Distance covered while coming to the store?
Address No. of Respondents
0-5 kms 46
5-10 kms 32
10-15 kms 15
More than 15 kms 7
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.
0 5 10 15 20 25 30 35 40 45 50 0-5 kms 5-10 kms 10-15 kms More than 15 kms 46 32 15 7
Address
No. of respondents21
Locality or Tourists
Localite & Tourists No. of respondents
Localite 97
Tourists 3
Interpretation
According to the analysis 97% of the respondents who visit Vishal are Localite and 3% of the respondents are tourists.
0 10 20 30 40 50 60 70 80 90 100 Localite Tourists 97 3
Address
No. of respondents22
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 No. of respondents
Once in a week 13 Twice in a week 8 Once on a month 18 Twice in a month 51 Once in a year 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.
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What kind of product do you purchase from Vishal Mega Mart? Purpose: - To know the main selling area of vishal Mega Mart.
Items No. of respondents
Food and Grocery 78
Garments 72 Luggage 21 Crockery 34 Chocolates 12 Home Appliances 26 Steel Utensils 23 Gift/ Toys 58 Footwear 37 Accessories 6 Stationary 30 Sports Items 2 Interpretation
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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 No. of respondents
Below 500 7 500-1000 14 1000-1500 43 1500-2000 29 Above 2000 10 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.
0 5 10 15 20 25 30 35 40 45
Below 500 500-1000 1000-1500 1500-2000 2000 & above
7 14 43 29 10
Money Spent
No. of respondents25
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.
Attributes Very
good Good Average poor
Very Poor
Co-cooperativeness 15 44 39 2 0
Willing to give Information 12 26 47 15 0
Appearance 80 13 7 0 0
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. 0 10 20 30 40 50 60 70 80
co-operativeness willingness to give
information Appearance 15 12 80 44 26 13 39 47 7 2 15 0 0 0 0
Staff
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Rate the following attributes for Vishal Mega Mart.
Purpose: - To know the satisfaction level of customers with different services provided by
Vishal Mega Mart.
Attributes Very good Good Average poor Very Poor
Ambience 56 34 9 1 0
Display 66 23 11 0 0
Location 77 21 2 0 0
Layout of store 23 46 27 16 0
Store Operating hours 46 36 18 0 0
Billing System 33 27 27 13 1
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 0 10 20 30 40 50 60 70 80
Ambience Display Location Layout of store Store operating hours Billing System 56 66 77 23 46 33 34 23 21 46 36 27 9 11 2 27 18 27 1 0 0 16 0 13 0 0 0 0 0 1
Services at VMM
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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 1 2 3 4 Price 15 3 65 17 Product Quality 13 14 22 51 Variety 53 29 5 13 Offer 31 42 8 37 Interpretation
The analysis shows that large numbers of customers mostly consider variety of products at vishal megamart Most considered – 1. Variety 2. Offer 3. Price 4. Product quality Least considered -
Price Product Quality Variety Offer
15 13 53 31 3 14 29 42 65 22 5 8 17 51 13 37
products
1 2 3 428
What do you think about the different offers of Vishal Mega Mart?
Rating (offers) No. of respondent
Best 71
Good 21
Average 8
Good 0
Interpretation
According to the analysis majority of respondents that is 71% of respondents feels that vishal megamart gives best offers to the customers.
0 10 20 30 40 50 60 70 80
Best Good Average Not Good
71 21 8 0
Offers
No. of respondents29
Are you aware about various schemes of Vishal Mega Mart on regular Basis?
Answers No. of respondents
Yes 47
No 53
Interpretation
53% of the total number of respondents said that they are not aware of different schemes provided by vishal Mega Mart
44 45 46 47 48 49 50 51 52 53 yes No 47 53
Schemes
No. of respondents30
What excites you most for shopping at Vishal Mega Mart? (Rate 1 to 6) 1-most exciting 6- least exciting
schemes No. of respondents
More Variety 5
Branded products 2
Discounts on 63
Better customer service 9
Buy one get one free 21
Returns and Exchange 0
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 0 10 20 30 40 50 60 70
More Variety Branded
products Discounts on Better custore service Buy 1 get 1 free Returns and exchange 5 2 63 9 21 0
Parameters
No. of…31
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 No. of respondents
Very satisfactory 77 Satisfactory 13 Average 8 Unsatisfactory 2 Very Unsatisfactory 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.
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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.
33
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.
34
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.35
Annexure
Name: - Gender: - M F
Occupation: - Age:- 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.
Attributes Very good Good Average poor Very Poor
Ambience Display Location Layout of store Store Operating hours
36
7. What parameters you consider when you purchase a product in vishal Mega Mart?
Attributes Very good Good Average poor Very Poor
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 Branded products Discounts on Better Customer service Buy on get one free Returns and Exchange
11. How is your overall shopping experience at vishal Mega Mart?
Very Satisfactory Satisfactory
Average Unsatisfactory Very Unsatisfactory
37
Bibliography
http://www.fibre2fashion.com/industry-article/free-retail-industry-article/indian-retail-industry-its-growth-challenges-and-opportunities/indian-retail-industry-its-growth-challenges-and-opportunities1.asp