A PROJECT REPORT ON MARKETING STRATEGIES OF VISHAL MEGA MART

Submitted in Partial Fulfillment Of The Requirement For The Award Of THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (GENERAL)

SUBMITTED BY:NISHA CHHABRA 01219301710 SUBMITTED TO: PROJECT GUIDE Mr. Pramod Rawat SUBMITTED TO: PROJECT COORDINATOR Dr. VIKRANT AGARWAL

BATCH (2010-2013)

KASTURI RAM COLLEGE OF HIGHER EDUCATION

(AFFLIATED TO INDRAPRASTHA GURU GOBIND SINGH UNIVERSITY, DELHI) NARELA DELHI - 110040

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ACKNOWLEDGEMENT

A research studies cannot be completed without the guidance, inspiration and cooperation from the various quarter. This study also is the imprints if many persons.

I would like to express my gratitude to Mr. Pramod Rawat, my project guide for his kind mentorship and guidance in assisting me with my project. His academic inputs provided me insights that were invaluable for completing this project.
I wish to express my deep gratitude and sincere thanks to VISHAL MEGA MART for providing me their precious time to collect various kinds of information.

NISHA CHHABRA (01219301710)

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CERTIFICATE
This is to certify that the major project titled MARKETING STRATEGIES OF VISHAL MEGA MART is an academic work done by NISHA CHHABRA submitted in the partial fulfillment of the requirement of the award for the degree of BACHELOR OF BUSINESS ADMINISTRATION at KASTURI RAM COLLEGE OF HIGHER EDUCATION, NARELA under my guidance and direction. To the best of my knowledge and belief, the data and information presented by her in the project has not been submitted earlier.

MR. PRAMOD RAWAT (ASSISTANT PROFESSOR)

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TABLE OF CONTENTS Chapters Chapter1: Introduction

1.1 Introduction Of Retail Industry 1.2 Objective Of The Study

Page No.

1.3 Research Methodology

Chapter2: Companys Profile

2.1 Introduction Of Vishal Mega Mart. 2.2 Products Of Vishal Mega Mart

Chapter3: Growth of Vishal Mega Mart

3.1 Marketing Strategies Of Vishal Mega Mart 3.2 Sales Promotion Techniques Adopted By Vishal Mega Mart 3.3 SWOT Analysis 3.4 E-Commerce

Chapter 4: Data Analysis

4.1 Research Design 4.2 Data Analysis And Interpretation 4.3 Findings 4.4 Conclusion 4.5 Limitations

4.6 Recommendations

Bibliography Annexures

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1.1 INTRODUCTION OF INDIAN RETAIL INDUSTRY 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

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. VALUE, 2. VARIETY & 3. VOLUME.

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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. All 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.

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.
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COMPONENTS OF RETAIL SECTOR

The major components of the retail sector are: Food and Grocery, Fast Moving Consumer Goods (FMCGs), Consumer Durables, Apparel, Footwear and leather, Watches, Jewellery, and Health and Beauty. The anatomy of the retail market has shown that the clothing and textiles constitutes 39 percent of the organised retail pie,followed by food and grocery, which accounts for 11 percent of the total retail market.

However, according to the survey conducted by KPMG for Federation of Indian Chamber of Commerce and Industry (FICCI), among these, the food and grocery is expected to witness the fastest growth followed by clothing as the second-fastest growing segment.

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GROWTH DRIVERS IN INDIA FOR RETAIL SECTOR

Liberalization of the Indian economy. Increase in spending per capita income. 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. 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 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 subPage | 8

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 sector has to pay huge taxes, which is negligible for small retail business.

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DIVISION OF RETAIL SECTOR

The retail sector in India can be divided into two major categories: Organized Retail Unorganized Retail

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. 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 nonfood 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: Croma Westside Star India Bazaar K Raheja Corp. Group: Shoppers' Stop, Hyper city, Crossword, In Orbit 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 lakhs job opportunities.

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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. 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 co-exist with unorganized retail especially given the anti-competitive practices that corporate retailers are already employing.

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1.2 OBJECTIVES
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. To have a proper understanding and analysis of VISHAL MEGA MART To know the marketing strategies that VISHAL MEGA MART adopted to make a good relationship with its customers.
To know the people perceptions towards VISHAL MEGA MART.

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1.3 RESEARCH METHODOLOGY

Market research is often needed to ensure that we produce what customers really want and not what we think they want. Research methodology is a way to systematically solve the research problem. I may be understood as a science of how research is done scientifically understand it be study the various steps that are generally adopted by a researcher in study his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods or technique but also research methodology. It refers to a search for knowledge. Research is thus an original contribution to the existing stock of knowledge making for its advancement. It is the pursue of truth with the help of study.

DATA COLLECTION
Data is information in the form of numerical figures. Data obtained in the original form is called raw data.

METHODS OF DATA COLLECTION Primary Data

It involves collecting data from its origin. Primary data is the first hand information collected by the marketer. This method of data collection is expensive and time consuming.

Secondary Data
It involves using information that have already put together. When we collect information through published sources, it is known as secondary data collection. In my project primary as well as secondary data is being used. Mainly the data used in my project is secondary data.
.RESEARCH

DESIGN

It is used in rigid which involves specific guidelines to reach the financial result data is collecting on specific parameter.

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TYPES OF RESEARCH
There are three types of research Descriptive Explanatory Exploratory

Descriptive research
A form of conclusion research that aims to describe a product or market or identify associations among variables.As the name suggests, descriptive research is concerned with describing market characteristics and/or marketing mix characteristics. This type of study can involve the description of the extent of association between variables.

Explanatory research
It is research in which each and everything is well explained. A style of research in which the primary goal is to understand the nature or mechanism of the relationship between the independent and dependent variable.

Exploratory research
This research is conducted into an issue or problem where there are few or no earlier studies to refer. The focus is on gaining insights and familarity for later investigation. Here data is often quantitative and statistics applied. It is used to identify and obtain information on a particular problem or issue. Finally, casual or predictive research seeks to explain what is happening in a particular situation. In my project I have used exploratory research for primary data because it is undertaken to explore an area where little is known or to investigate the possibilities of undertaking a particular research study In my project I have also used descriptive research for secondary data because the main goal of this type of research is to describe the data and characteristics about what is being studied and descriptive research is mainly done when a researcher wants to gain a better understanding of a topic It is quantitative and uses surveys and panels and also the use of probability sampling.
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2.1 OVERVIEW OF VISHAL MEGA MART

V
VALUE

I
INCREASE

S
SH IPPING

H
H YPERM ARK ET

A
AFFO RDAB LE

L
LO W PRICE

PUNCHLINE:-

ABOUT THE ORGANISATION 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 Rs.1105 crore. The groups prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket.

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CORPORATE PROFILE Vishal Retail Ltd. has a factory in Gurgaon, Haryana. This factory has more than 700 imported machines that have a capacity to manufacturer 150000 pieces a month. The factory occupies 80000 sq ft of covered space. The Vishal group indirectly gives employment to more than a 1000 people. These people work in Ancillaries that supply finished goods to the company. Vishals 10 ware houses cater to 51 showrooms in 39 cities. It is covering about 1282000 sq. ft. in 18 states across India. Our loyalty programmes gives the Indian consumer of being rewarded every

time he/she makes a purchase at any of its stores anywhere in the country. Consumers can make purchases at any store and accumulate points at a central level. These points are redeemable at any of our stores. One can accumulate points even when a purchase is made while traveling and can redeem points at any store. So no matter where you are in India you can partake the our loyalty programme. Some of the key features of retailing include: Selling directly to customers without having any intermediaries Selling in smaller units / quantities, breaking the bulk Present in neighborhood or in the location which is quite convenient to the customers. Very high in numbers Recognized by their service levels Fitting any size and or location It is assumed that due to the entry of a number of retail outlets in the urban and semi urban areas, the mindset of the existing customers have undergone drastic changes. Besides it is also reported that the traditional retailing such an age old Grocery shops face direct competition with the organized retailing sector. In some parts of the country, it is reported that the traditional retails are resisting the entry of organized shopping malls. For instance the traditional retails of Bhubaneswar with the active support of the consumers at large didnt allow reliance Fresh to start outlet initially.

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MANAGEMENT ORGANIZATION STRUCTURE

R.C.Agarwal Chairman & Managing Director

Board of Directors

Category Heads

S.K.Agarwal Whole-time Director

Merchandise Head

Heads - Zonal

Head-Supply Chain Management

Head- Retail

Chief Operating Officer

Head Legal & Secretarial

Head IT

Head-Admin & HR

Head-Finance, Accounts & MIS

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THE FOUNDERS:-

Mr. Ramchandra Agarwal

Mrs. Uma Agarwal

Mr. Surendra Agarwal

Mr. Ram Chandra Agarwal, Chairman & Managing Director He holds a bachelors degree in commerce from St. Xaviers College,Kolkata. Mr. Agarwal has more than 20 years of experience in the retail industry and has been with VRPL since their inception in 1997. Mrs. Uma Agarwal, Executive Director She holds a bachelors degree in arts. Mrs. Agarwal has more than 7 years of experience in the retail industry. She has been associated with accounts department of VRPL. Mr. Surendra Kumar Agarwal, Executive Director He holds a bachelors degree in commerce. Mr. Agarwal has more than 17 years of experience in the retail industry. He has been associated with store development and management at various locations of VRPL.

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VISHAL Apparels Brand

Vishal Mega Mart is one of Indias fastest growing retail chains.. The chain currently has 172 company stores in 24 states / 110 cities in India. The Vishal brand is known for great modern style for men, women and children. Vishal offers high level fashion styling. Since 1986, our name has been synonymous with quality, value and fashion integrity. We offer an unparalleled collection of clothes for the entire family. Each garment is hand selected for quality and contemporary styling. Vishal manufactures majority of its own garments and out sources some under its direct quality supervision. This enables us to offer the lowest possible and most reasonable prices. Our goal is to provide a range of fashion wear to suit every pocket. Our product mix represents the most current fashion trends in tops, bottoms, formals and accessories for men, women and kids. Our courteous staff will ensure that consumers get a perfect fit.

THE POPULAR BRANDS OF VISHAL MEGA MART ARE:Zeppelin Fizzy Babe Kitaan Studio Jasmine Blues & Khakis Zero Degree Paranoia Soil Chlorine Massa Bay Fume : : : : : : : : : : : Mens Shirts & Trousers Ladies & Kids Girls Mens Shirts & Trousers Ladies & Kids Girls Mens Trousers Kids Boys Mens Shirts & T-Shirts Mens Shirts Mens Shirts Mens Trousers & Bermudas Mens Shirts, T-Shirts, Under Garments.
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MISSION STATEMENT:We shall deliver everything, everywhere, every time for every Consumer in the most profitable manner.

VISION STATEMENT: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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2.2 MANAGEMENT OF TECHNOLOGY, INNOVATION AND CHANGE

Technology is important to cut costs, improve efficiency, providing value to customers and increasing the customer experience. IT solutions help in synchronizing activities across various verticals such as procurement of inventory. Securities from both external and internal threats are also important when the scale of the operations increases. Most of their critical functions such as Supply Chain, Operations, Finance & Accounts, and Customer Loyalty Program & Human Resources are linked through a computer network. This has enabled them to reduce their time to market and respond to the changing customer requirements. This has also helped them reduce their costs of operations through both, reduction in wastages and missed opportunities as well as a consequent reduction of the overall costs of operations. VRPL are focused on acquisition and implementation of advanced information technology systems, processes and business applications in order to handle all store operations including inventory management and billing. VRPL office processes are also computerized which support procurement, supply chain logistics, distribution centers management and inventory control. All the locations are connected through company-wide virtual network connection which helps to efficiently manage their network of outlets throughout the country. VRPL believe that their business requires efficient management and storage of data and information to utilise for business analysis, research and forecast. Based on VRPLs existing information technology systems, they are able to generate detailed daily reports covering the various aspects of their business such as division wise sales per store, inventory movement and position at stores and distribution centers and generation of purchase and delivery orders. In August 2005, VRPL had entered into a software end-user license agreement with Systems, Applications and Products in Data Processing Private Limited (SAP India) for grant of a nonexclusive and perpetual license to VRPL to use the SAP software, documentation and other information related thereto. SAP for Retail provides an integrated technology platform for retailers and a one point solution for supporting and managing different business models such as owned stores, franchise stores, shop n shop concepts. Strong business decision and analytical capabilities have enabled retailers of all sizes the power to make the right decisions quickly and profitably. Beginning with a computerized cash memo, to use FoxPro for operations & accounting and, implementation of a complete ERP from JDA (J. D. Armstrong Software Group), they have
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gradually extended the Use of technology in their various areas of operations. In order to increase the speed and traceability to the supply chain management Vishal Mega Mart introduces Bar Code Technology. Bar code is tried and tested technologythe no-brainer choice for identifying items in the supply chain. Yes, it does have short comings in that applying it means that everything has to be in line of sight because light is used to capture and read the bar code. But as goods are handled either by humans or machines, the goods are always visible, as are their labelslabeling standards mean that it is virtually impossible to not see the label and its bar code. This means that some form of scanner is usedthe range of available technology is broadeither by an operator wielding a hand-held device or by a machine-mounted or fixedposition scanner. Beyond the bar code is RFID (radio frequency identification) where a chip within a tag carries information and is read using radio waves. Vishal Mega Mart uses the latest technology to improve its performance Quality as well as Quantity Wise. Bar code scanners are very sophisticated devices these days. Functionality and reliability is extremely important. Vishal Mega Mart also uses CCTV to monitor its stores. Various CCTVs are being installed in a store, with a room where the entire functioning taking place in a store can be monitored by a human operator. VRPL have partly implemented their information technology set up and are currently in the midst of completing the process of upgrading their information technology set up and have entered into an agreement dated September 6, 2005 with Tata Consultancy Services Limited for providing information technology services including implementation of more advanced ERP applications such as SAP, rendering services inter alia for management information system on reports related to stock management, receipt processing, picking and packing, project systems, merchandise assortment management, pricing and promotion, sales, controlling and financial accounting.

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Management Information Systems (MIS) They have strong MIS capabilities that make use of their technological investments to generate valuable insight for them and help them in improving their operations, as well as in enhancing their speed of response to what the customers want. They are thus able to monitor their performance on a day-to-day basis, across stores, departments and product categories and compare the same with other stores as well as across periods. This helps them take corrective action on a timely basis, and optimize their stock. They are currently using Business Objects to analyze data related to the buying trends of their loyalty customers. Following are the table which shows the different software used by the organization in the organization activities, for customer transaction & for employees working in the organization. 1. JDA ERP software Functional Area: Merchandising Buying, product ordering, Receipt confirmation, Stock transfer, Inventory Management, Sales Merchandise event

Comments: JDA is one of the leading ERP systems used by many retailers for multiple business models in regards to retailing. The system is fully integrated and takes care of the supply chain from a manufacturer to the end customer by using back-end and front-end systems like MMS (Merchandise Management System) & WinDSS (Windows Distributed Stores Systems). 2. Oracle Financial software Functional Area: Financial Accounting

Comments: Completely integrated with their retail ERP- MMS, allows them to get online integrated financials.

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3. RAMCO HRMS software Functional Area: Human Resources. Comments: Their system supports Personnel Management, Payroll Management, Employee Benefits Management, Training Management and Executive Information. 4. WMS software Functional Area: Distribution and Logistics. Comments: WMS enable the space planning and also integrated SKU location which enable faster picking and putting of merchandising. 5. Arthur Planning software Functional Area: Merchandising Planning. Comments: An integrated planning and decision making tool. 6. Microsoft Exchange software

Functional Area: Internal/External communication. Comments: Enterprise wide mailing solution.

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2.3 PRODUCTS OF VISHAL MEGA MART

PRODUCTS

FOODMART Beverage Cooked Indian Cooked Chinese Drinks Fruits & Vegetables

FOOTWARE Boys Shoes Sandals Ladies Shoes Slippers Girls Slippers Sandals Mens Shoes Slippers

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 HOUSEHOLD Acrylic Ware Dinner Set Glass Ware Home Aids Floor Wiper Sanitary Brush Cup General Plastic Goods Coffee Mug Bucket Lemon Set Copper Jug Thermo Ware Pressure Cooker Cooker Pressure Pan Tiffin Electrical App. Chopper Microwave Oven Container Steel Cake Server Porcelain Non Stick Handi Dosa Tawa Cup & Saucer Bone China Soup Set Dessert Set

LADIES ACCESSORIES Personal Items Cap(LCA) Socks(Las) 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) Gifts & Novelties Flower Vase Key Chain Perfume/Deo Spray Deo

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 GARMENTS MEN Upper Shirt Casual Shirt Formal Ethnic & Sports Night Suits T-Shirts Dupatta Sherwani Lower Jeans(MP) Cotton- Trouser(MPC) Winter Wear Suit(WMC) Blazer (WMB) Windcheater Jacket

LADIES

Upper Kurta Skirt Top Ethnic Nighty Lancha Sharara

Lower Pants Jeans Capri Winter Wear Jackets Stawl Blazer Track Suit Salwar Suit

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BOYS

Upper Shirt Formal T-shirt Lower Sets Jeans Bermudas Blazer

Ethic Kurta Pyjama Sherwani Winter Wear Night Suit Baba Suit Jacket

GIRLS Lower Hot Pant Skirt Upper Tops (GWT) Winter Wear Hipster Set Jacket Ethnic Sharara Frock (GFK) Lancha

INFANTS

Garments Hot Pant Frock Baba Suit

Accessories Bed Sheet Under Garments Socks

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Winter Wear Sweater Pull Over

HOME FURNISHING Drawing Room Door Mat Carpet Curtains Kitchen Apron Kitchen Napkin Bedroom Bed Sheet Pillows Pillow Cover Bathroom Bath Mats Towel Gift Sets

SPORTS & FITNESS Indoor games Basket Ball T.T. Bat Boxing Kit Swimming Costumes Water Ball Fitness Equipment. Outdoor games Cricket Bat Football Lawn Tennis Tennis Racket Tennis Ball Personal Gym

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 STATIONERY Paper Mart Diary Party Stuff TOYS & GAMES

Soft Toys Musical Toys Non-Musical Board Games Wooden Blocks Puzzles Dolls Barbie Doll Other Dolls Infant Toys Teether Swing hand Cycle & Scooters Cycles Scooters Video Games T.V. Video Game

Exam Board Clay Balloons

Office File Punching Machine Ribbons

TRAVEL ACCESSORIES Luggages Suitcase Pouch & Cases Waist Pouch Portfolio Bags Shoulder- Bags Executive -Bag School Bags

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3.1 MARKETING STRATEGY OF VISHAL MEGA MART

Marketing help to define the business for the customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include: Learning who your customers are and what they want. Learning how to reach your customers and how frequently you should try to communicate with them. Learning which advertising appeals are most effective and which ones get no response. Learning the relative success of different marketing strategies, thus improving return on investment. Learning how not to repeat your mistakes. Vishal Mega Mart has been the pioneer of retail revolution. Its first fight was against local Kirana stores. The task was to change the mindset of consumer to bring about changes in their shopping patterns. It wanted people to do bulk shopping for their monthly ration instead of going to the shop each week. The various marketing strategies adopted by Vishal Mega Mart are:

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 for apparels such as Zepplin, Paranoia, Chlorine, Kitaan Studio, Famenne, Fleurier Women and Roseau.

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Price Vishal Mega Mart promises its consumers the lowest available price. The concept of psychologic -al 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 VRPLs 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. This enhances brand loyalty, encourages customer confidence and results in operational convenience. In relation 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 companys 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.

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Promotion Advertising has played a crucial role in building of the brand. Vishal Mega Mart advertisements are mainly seen in print media i.e. newspapers, Television with Tina Parekh as there inadvertise ment, and sometime road-side bill-boards. VRPLs category management system is used to plan promotional schemes. They launch promoti onal schemes weekly. Apart from general sales promotion, the category manager formulates 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. VRPLs propose to continuously undertake 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-Dhanteras 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.

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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.

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3.2 SALES PROMOTION TECHNIQUES 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 a new 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). 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-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.

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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 Trolley 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. 99 only.

6. New Year offers: Vishal Mega Mart offers gifts for purchases that are make at the store during the New Year for cheaper price. If you shop for Rs. 3500 you get a 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.

7. Discount Coupons: Vishal Mega Mart offers 25% discount on its large range of apparels. The coupon is valid for limited period. This coupon is valid for 25% off on any product purchased from www.vishalmegamart.com

8. Gift Vouchers: Vishal mega mart Fresh Fashion offers many vouchers ranging different denominations like Rs100, Rs.250, Rs.1000 and Rs.2000. These vouchers are exchangeable with the products by the customers at all the Vishal Mega Mart showrooms in India. The vouchers are a better option rather than gifts for the employees and customers as they are not bound for a particular thing to accept. They are given free choice for choosing better gifts for themselves by using vouchers. Vishal Mega Mart vouchers offer a wide range of products and services for shopping. It has got coverage in 15 cities including 22 outlets. It thus offers good gift vouchers to its customers, clients and sales force also to keep good relationships amongst each other. The most famous Gift Vouchers by Pantaloons Fresh Fashion are Trendsetters and Connoisseurs Choice.

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3.3 SWOT ANALYSIS

Strength: High Brand Equity in evolving retails markets. State-of-art infrastructure of Big Bazaar outlets. POP to increase the purchase. One stop shop for variety of products, increasing customer time and available choices. Understanding of the value retail segment. Garment sector of the Vishal is much more superior to other retail stores. It segments on middle and lower middle income groups.

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Weakness: Unable to meet store opening target so far. Falling revenue per square feet. Employees behavior is not professional. Daily customers footfall is very less around 200 to 300 average. Inexperienced and unskilled management team except managers. Supply chain management is quite slow. No brand awareness for the product. 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 in comparison of Big bazaar, Reliance Fresh, Easyday & V-Mart. Need to improve store layout according to customer facility.

Opportunity: Increasing customer satisfaction and our base of loyal customers Emphasis on Backward Integration. Expansion of FMCG. 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.

Threat: Global big players planning to foray into market. Government policies are not well-defined in India. Unorganized retail market of India. Independent small stores. Demographic Changes. V-Mart, Reliance fresh, Easy day & Big-Bazaar. Overseas group entering the market. Increased competition in the domestic market.

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3.4 E - COMMERCE
The uses of computers and internet have been expanding significantly over the years. Presently internet has been used widely as a means of communication, as a potential source of information, as a means of entertainment and many more. With in few years after existence of internet, business men realized the possibilities of using internet as a medium of business. This idea kick started the first online business ventures. Modern technology has been developed to the extent that even shopping made possible over the internet. The process of shopping done over the internet is called online shopping. Both products and services can be purchased by online shopping. Online shopping is used for business to business transactions or business to customer transactions with applications of electronic commerce (E-Commerce). Vishal Mega Mart is soon launching its online shopping website this summer named as www.vishalmegamart.com which promises to be a boon for its customers.

VRPL has its own site named as www.vishalmegamart.net.

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Vishalmegamart.net is concerned about the safety and security of their website and customers. Accordingly, they have put a number of technological protections in place to ensure that their transaction process is extremely safe and that their customers' information is secure. They provide a large amount of information to their customers, suppliers through their website. This information includes their stores in different areas, cities with correct address and contact nos, products being offered by them, career opportunities, enquiry, suppliers zone etc.

Vishal Mega Mart also provides opportunities to its customers by collaborating with shopping.indiatimes.com and with shopping.rediff.com.

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HOW TO SHOP Firstly, you have to register yourself with the shopping.indiatimes.com & shopping.rediff.com. Place your order through following these 7 quick and easy steps:

1. Find the Items You Want to buy. 2. Add the Items to Your Shopping Bag 3. Proceed to Checkout 4. Sign In/Create a New Account/Choose guest checkout 5. Enter a Shipping Address 6. Provide Payment Information and authorization 7. View or print your Order Acknowledgment and check your Order status.

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4.1 DATA ANALYSIS AND INTERPRETATION 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 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 customers 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 was surveyed. SAMPLES AREA: The survey was carried out at Vishal Mega Mart, Delhi. 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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QUESTIONNAIRE

Q1. How do you know about Vishal Mega Mart ?

Media of knowing T.V. Hoardings Newspaper Friends Net

No. of respondents 35 20 25 10 10

35 35 30 25 20 15 10 5 0 T.V. Hoardings Newspaper Friends Net 10 10 20 25 No. of respondents

Interpretation The observation shows that 35% of people out of 100 respondent surveyed came to know about
Vishal Mega Mart through T.V., 20% through Hoardings, 25% through Newspaper, 10% through Friends and 10% through Net.

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Q2. How often do you come at Vishal Mega Mart?

.

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

60 50 40 30 18 20 10 0 Once in a week Twice in a week Once in a month 13 8

No. of respondents 51

10

Twice in a month

once in a year

Interpretation The observation shows that 51 % of people out of 100 respondent surveyed visit Vishal Mega Mart 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 Mega Mart once a week. Data also revealed that 8% of respondent prefer to go at Vishal Mega Mart twice a week and 10% of customers go to Vishal Mega Mart once in a year.

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Q3. On an average how much amount of money do you spend on a visit?

Money Spent Below 500 500-1000 1000-1500 1500-2000 Above 2000

No. of respondents 7 14 43 29 10

43 45 40 35 30 25 20 15 10 5 0 Below 500 500-1000 1000-1500 1500-2000 2000 & above 7 14 10 29 No. of respondents

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.

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Q4. What kind of products do you purchase from 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

80 70 60 50 40 30

78 72 No. of respondents

58

34 26 21 23

37 30

20 10 0

12 6 2
Food and Grocery Garments Luggage Crockery Chocolates Home Appliances Steel Utensils Gifts/Toys Footwear Accessories Stationery Sports Items

Interpretation The Main selling area of Vishal Mega Mart is Food, Grocery and Garments.

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Q5. How would you rate the following attributes for Vishal Mega Mart?

Attributes Ambience Display Location Layout of store Store Operating hours Billing System

Very good 56 66 77 23 46 33

Good 34 23 21 46 36 27

Average 9 11 2 27 18 27

Poor 1 0 0 16 0 13

Very Poor 0 0 0 0 0 1

80 70 60 50 40 30 20
9 11 1 0 0 0 Display
34

77 66 56
46

Very good Average Very Poor

Good Poor

46
36

33 27
23 21 27 27

23 16 18 13 2

10
0 0 0 Layout of store 0 0 Store operating hours 1 Billing System

0
Ambience Location

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

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Q6. What do you think about the different offers of Vishal Mega Mart?

Rating (offers) Best Good Average Not Good

No. of respondent 71 21 8 0

80 70 60 50 40 30 20 10 0

71 No. of respondents

21 8 0 Best Good Average Not Good

Interpretation According to the analysis majority of respondents that is 71% of respondents feels that Vishal Mega Mart gives best offers to the customers.

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Q7. Are you aware about various schemes of Vishal Mega Mart on regular Basis?

Answers Yes
No

No. of respondent 47
53

53

No. of respondents

53 52 51 50 49 48 47 46 45 44 Yes No 47

Interpretation 53% of the total number of respondents said that they are not aware of different schemes provided by Vishal Mega Mart.

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Q8. Are you satisfied with sales promotion activity of the Vishal Mega Mart?

Answers

No. of respondents

Yes No

85 15

77 80 70 60 50 40 30 20 10 0 Very Satisfactory Satisfactory Average Unsatisfactory Very Unsatisfactory 13 8 2 0 No. of respondents

Interpretation Majority of customers that is 85% of customers said that they are satisfied with the sales promotion techniques of Vishal Mega Mart. 15% of respondents feel that they are not satisfied with the sales promotion techniques of Vishal Mega Mart.

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Q9. What excites you most for shopping at Vishal Mega Mart?

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

70 60 50 40 30 20 10 0 More Variety Branded products 5 2

63 No. of respondents

21 9 0 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 mega mart.

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Q10. How is your overall shopping experience at Vishal Mega Mart?

Answers

No. of respondents

Very satisfactory Satisfactory Average Unsatisfactory Very Unsatisfactory

77 13 8 2 0

77 80 70 60 50 40 30 20 10 0 Very Satisfactory Satisfactory Average Unsatisfactory Very Unsatisfactory 13 8 2 0 No. of respondents

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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4.2 FINDINGS
It is found that 35% of the people came to know about Vishal Mega Mart through T.V. 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 Mega Mart whereas 31% of respondents said that they spend Rs. 1500-2000. Only 14% of customers spend above 2000 on a visit at Vishal Mega Mart. The analysis shows that large numbers of customers mostly consider variety of products at Vishal Mega Mart.

Majority of respondents that is 71% of respondents feels that Vishal Mega Mart gives best offers to the customers.

Majority of customers that is 85% of customers said that they are satisfied with the sales promotion techniques of Vishal Mega Mart. 15% of respondents feel that they are not satisfied with the sales promotion techniques of Vishal Mega Mart.

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 their overall shopping experience was very satisfactory.

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4.3 CONCLUSION
In the research we found that Indian retail industry is very complicated in nature because the taste and preferences of the customers vary a lot in nature. The customers are very choosy in nature; they are not ready to compromise with their requirements. The customers have lots of option related to the choices. There are many competitors in the retail industry. So the sales and promotion activity of the company is the only tool to attract the customers. In the study we found that Vishal Mega Mart is one of the most successful retail stores in India. They apply various methods of sales and promotion. They apply most of the tools on weekly basis. They also keep on changing the methods regularly. They do so because they know that if they have to sustain in the market will need to give their customers always something new. But still the customers face some complaints such as: Low variety of products are available only and customization of products is not there. Prices are not mentioned at all places and at all products. Prices are not competitive as they are assumed to be higher when consumers are visiting other retail outlets. Lack of space in the store while shopping and moving within a store. There is a long delay at the billing payment counter mainly because of less number of billing machine.

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

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4.5 SUGGESTIONS AND RECOMMENDATIONS

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 radio, 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 melas 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 exceeding certain limits. There should be more number of billing machines at the billing counter..

Constant reminder of discounts through pamphlets, speakers inside the store for inducing
consumers for impulse buying.

Proper advertisement in press and outdoor to make Vishal Mega Mart should be visible in the
eyes of consumers.

Customer care service can be introduced. More branded products can be displayed in the store as people still prefer branded clothes than
offered by local vendors.

Customization of clothing should be given an important consideration. Should provide more festival schemes and at proper time.

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BIBLIOGRAPHY

WEB SITES REFERRED http://www.slideshare.net/guestd48fe7/indian-retail3040432?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-industryits-growth-challenges-and-opportunities/indian-retail-industry-its-growth-challenges-andopportunities7.asp http://business.mapsofindia.com/india-retail-industry/indian-organized-retail-market.html http://blogs.expressindia.com/showblogdetails.php?contentid=306131 http://www.scribd.com/doc/22140379/Pushpesh-Report

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ANNEXURE
Q1. How do you know about Vishal Mega Mart? (a) T.V.[ ] (b) Hoarding [ ] (c) Newspaper [ ] (d) Friends [ ] (e) Net [ ]

Q2. How often do you visit Vishal mega Mart?

(a) Once a week [ ]

(e) Once a year [ ]

(b) Twice a week [ ]

(c) Once a month [ ]

(d) Twice a month [ ]

Q3. On an average how much money do you spend on Vishal Mega Mart on a visit? (a) Below 500 [ ] (e) Above 2000 [ ] Q4. What kind of products do you purchase from Vishal Mega Mart? (b) 500 to 1000 [ ] (c) 1000 to 1500 [ ] (d) 1500-2000 [ ]

(a) Food and Grocery [ ] (d) Crockery [ ] (g) Gifts/Toys [ ] (j) Stationary [ ]

(b) Garments[ ] (e) Chocolates [ ] (h) Footwear [ ] (k) Sport Items [ ]

(c) Luggage [ ] (f) Home Appliances [ ] (i) Accessories [ ]

Q5. How would you rate the following attributes for Vishal Mega Mart?

ATTRIBUTES Ambience Display Location

VERY GOOD

GOOD

AVERAGE

POOR

VERY POOR

Store Operating House Billing System

Q6. What do you think about the different offers of Vishal Mega Mart? (a) Best [ ] (b) Good [ ] (c) Average [ ] (d) Not Good [ ]

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Q7. Are you aware about various schemes of Vishal Mega Mart on regular basis?

(a) Yes [ ]

(b) No [ ]

Q8. What excites you most for shoppin g at Vishal Mega Mart? (a) More variety [ ] (d) Better Customer Service [ ] (f) Returns and Exchange [ ] Q9. How is your overall shopping experience at Vishal Mega Mart? (a) Very Satisfactory [ ] (d) Unsatisfactory [ ] (b) Satisfactory [ ] (e) Very Unsatisfactory [ ] (c) Average [ ] (b) Branded products [ ] (e) Buy one Get one free [ ] (c) Discounts on [ ]

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