A SUMMER TRAINING PROJECT REPORTON

A COMPARATIVE STUDY BETWEEN VISHAL MEGA MART ANS REST OF THE HYPER STORES IN GHAZIABAD REGION

ON THE BASIS OF CUSTOMER PREFERENCE TO VISIT DURING

SUBMITTED TOWARDS PARTIAL FULFILMENT OF

BACHELOR OF BUSINESS ADMINISTRATION (AFFILIATED TO CH. CHARAN SINGH UNIVERSITY, MEERUT)

UNDER THE GUIDANCE OF:SHAILENDRA KUMAR

(Asstt. STORE MANAGER) Submitted To: Submitted By:

Arun Kumar BBA-V Sem. Roll No.:8452527

INTEGRATED ACADEMY OF MANAGEMENT & TECHNOLOGY,

GHAZIABAD

ACKNOWLEDGEMENT

Completion of a project is not one man’s efforts. There are many people who have directly or indirectly contributed a lot all through this coarse of survey. Hence, I would like to express my heartiest thanks to all of them for their immense cooperation and help in successful completion of this project.

I am especially grateful to Mr. Shailender Astt. Manager Vishal Mega Mart who selected me in this training programme and gave me an opportunity to work on this project. He has vast knowledge in the field of survey and a long experience in the industry for their valuable time and comprehensive discussions with me whenever I found the going tough.

Initially I found this work quiet tiresome and too big to hit in a cogent manner but when I was half way through, I realized it was too big to miss. Last but never least my mentor for this project ______________________________________, the person who helped me in every sense, like time deadline, targets, helping in analysis etc.

Finally I would thank all those who have been instrumental in making this project come to fruition.

Arun Kumar

BBA-V Sem.

DECLARATION

I Arun Kumar , a student of Bachelor of Business Administration of

Integrated Academy of Management & Technology, Ghaziabad

declare that this Summer training internship report on VISHAL

MEGA MART is my original work. It has not been copied or

transcribed from anywhere. It is strictly based on the facts and

figures being collected during my field study and my own

observations.

Aurn Kumar BBA-V Sem.

CONTENTS

Objective ………………………………

Limitations of the study ………………………………

Company profile ………………………………

Introduction of topic ………………………………

Research methodology ………………………………

Questionnaire sample ………………………………

Observations ………………………………

Annexure ………………………………

Conclusion ………………………………

Suggestions ………………………………

References ………………………………

OBJECTIVE OF THE STUDY

To make a comprehensive comparison between Vishal Mega Mart and the rest of the very known hyper stores in East Delhi that is Spencer’s hyper store and Big Bazaar.

Successful completion of summer training for academic purpose.

To find out the penetration level of Vishal Mega Mart in the consumers’ mind as hyper store as compared to other mentioned.

To identify potential viabilities where the organization can improve for expansion of Retail network.

To identify major service attributes required to increase the market share in retail segment.

To recommend a strategy to Vishal Mega Mart to achieve quantum growth in retail sales.

LIMITATIONS OF THE STUDY

1. Sample may not represent the whole of the population.

2. The individual eccentricities might have lost in the law of averages.

3. Since individuals have been interviewed on personal values and behaviors the response may not be exactly true.

4. Since the data has been collected from 4 different locations the demography of the consumers can be different at all 4 locations.

5. Though the questionnaire was pre-tested sill certain number of questions may be lacking real intent of questions.

ABOUT THE COMPANY

Vishal Mega Mart is one of the really known retail store chain across the nation. It has given wide dimensions to the field of retail that is presently at a growing pace.Mr R C Agarwal, a first generation entrepreneur in 2001, promoted Vishal Mega mart group and the foundation stone of Vishal chain was placed, it has literally grown at a tremendous rate within last six years. In the year 2001 only they acquired the proprietorship firm Vishal Garments that is these days a brand in itself that people identify within the whole country.

And in year 2001 only Vishal Mega Mart opened up its very first outlet in Kolkata.

However, in 2002 they situated another store in Delhi at Mathura road.

Vishal Mega Mart today is known as a store where they have an emphasis on middle class and the lower a class economic background. Vishal Mega Mart state themselves as value retailers offering customers quality products at reasonable prices. Which has been very evident while it was noticed all through my study.

Since 2001 the growth of Vishal group can be seen as presently the number of stores occupied by Vishal Mega Mart are 50 and they have 32 more stores as proposals across the country.

And these outlets are located in 41 cities across the 18 states with a very reputable approach by the customers and filled up with large number of differentiated products.

It also involves the total retail space of 1,282,056 square feet. They employ more than 6800 employees increasing the level of employment in the country.

Vishal Mega Mart itself has reached the retail turnover of Rs. 6026.53 million that is a substantial growth in just time span of 6 years.

Vishal Mega Mart focuses on tier ll & tier lll cities across the India catering to the bulging middle class and the lower class.

In addition, 7 Distribution Centers with total area of 471,426 sq ft.

Vishal Mega Mart operates on the basis on the One Stop Shop offering Apparels strategy, Non Apparels, FMCG strategy.

Vishal Mega Mart has laid most of their emphasis on the strategies to be followed so that their operating cost can be minimized which acts as a key for their tremendous success. Presently they are striving to optimize their sales volume in terms of revenue. And margin mix to deliver the profitable growth to the organization.

Other operating strategy being followed is the cost effectiveness with bulk purchase from manufacturers in low cost centers, backward integration into captive apparel manufacturing.

In the financial year 2007 Vishal Mega Mart has gained the sales at Rs. 6026 Million. And within financial years 2003-2007 the compound annual growth rate acquired by the company is 86%, which is incredible.

The operating margin being implemented in the company is 11.5% with Profit After Tax as Rs. 250 million which has grown from financial year 2003-2007 as compound annual growth rate of 166%.

Vishal Retail is also planning and making their utmost effort to expand its pan-presence by adding 32 more stores to grow from 50 stores to the substantial gain of 82 stores in financial year 2008.

Vishal has also approached IPO to fund their 22 new stores that are being opened during the financial year 2008 at an outlay of Rs.1053 million.For the 13 stores the retail space of 434,000 square feet has also been tied up.

Top Level mangement of Vishal Mega Mart

Name DesignationName

Mr. Ram Chandra Agarwal Chairman & Managing Director

Mrs. Uma Agarwal Executive Director

Mr. Surendra Kumar Agarwal Executive DirectorMr Ritesh Rathi Chief Operating OfficerMr. Manmohan Agarwal Head– Supply Chain Management

& Men’s Ethnic ApparelMr. Deepu Gupta Head – Men’s ApparelMr. Sunil Hirawat Head – AccessoriesMr. Deepak Sharma Head – Kids ApparelMr. Pawan Agarwal Head – Ladies ApparelMr. Ramesh Agarwal Head – FMCGMr. Amit Kumar Chaturvedi Head - Finance and AccountsMr. Arvind Khemka Head – ProjectsMr. Arun Gupta Company SecretaryMr. Ambeek Khemka President – Business Development

& Company AffairsMr. Mukesh Tyagi Deputy General Manager - Retail

.

Future Strategies

Positioning:

Target CustomersMiddle and lower middle class consumer

City FocusPrimarily Tier II & Tier III Cities - 43 out of 50 stores in these cities Demography, literacy, occupation & income levels analyzed

Location SelectionProximity to target segmentAffordable rentals (avg. rental Rs.32/ Sq. Ft. per monthGood infrastructure facilities

Format:

Store FormatTypical store size: 20,000- 30,000 sq ftMainly Standalone Stores

Store LayoutStandard layouts adopted for brand identification and cost control, enhancing scalability

Customer Service & Sales Promotion Informed sales assistance, service when neededWeekly promotional schemesIntroduced a co-branded credit card with SBI

Product Strategies:

Wide Range of Offerings

Apparels: Men’s wear, women’s wear and kids apparel

Non-Apparels: Home furnishings, Household items, Toys, Watches, Leather

Products & Accessories

FMCG: Grocery, Personal Care, Preservatives, personal care, etc

Apparels constitute 63% of revenue

Customer Centric Merchandise

Regional merchandise strategy to meet local requirement

Value for money focus, through unbranded / private label with limited exposure

to national brands

Value proposition

Quality products at reasonable prices

PAN INDIA PRESENCECategory Existing stores Proposed storesTEIR I 7 3TEIR II 3 1

TEIR III 40 28

TOTAL 50 32

TOTAL SQ. FEET

1,282,056

EVENTS WHICH ARE THE EVIDENT OF THE GROWTH OF VISHAL MEGA MART

2001•Incorporated as Vishal Retail Privet Limited•Acquired the Proprietorship firm Vishal Garments & The Vishal Garments•Opened first store outside Kolkata

2002•Opened first store in Delhi

2003•Acquired Vishal Apparels, a manufacturing unit•Setup a manufacturing unit in Gurgaon

2004•Started our largest store at Mathura Road, New Delhi having an area of 80,000 square feet

•Nominated for Images Retail Awards’ 2004

2006•Our company was converted into public limited company•Implementation of Production & SAP module of SAP•Broadband Connectivity with each & every location

2007•Meri Delhi Awaz Award

Revenue chart of Vishal Mega Mart

Seasons of retailing

Spring Season–Typically straddles the first and second quarters of each year (roughly February through May).–Easter usually provides a boost to sales.

Back-to-School/Fall Season Back-to-School/Fall Season–August and September are the most important months.–One of the most critical for retailers, as a significant portion of business is generated during this period.–Provides retailers with a key opportunity to increase their share of the teen and children’s markets.

Holiday Season–Begins at the end of October and carries through the fourth quarter ending in January of the following year.–Encompasses Christmas, Halloween, and Hanukkah.–Typically a “make it or break it” time for retailers.

Summer Season–Typically runs from around May through July, covering the second quarter for retailers.–Generally a low-traffic time of year, with a high level of promotional activity.

Major Merchandise Divisions

Home Ware Ladies Wear Kids Wear Sports & Fitness Stationery Life Style Travel & Foot Wear Men’s WearHouse Hold Home Furnishing Toys & Games Sports & Fitness Food Mart Furniture Car Accessories

Competitive Strengths

‘Value retail’ Understanding.

Efficient Logistics.Distance Network and Supply Chain Management.

Experienced & competent Management team. Leveraging geographical spread & ability to identify new location.

Effective information technology system. Focus on private labels.

Penetrating by leveraging supply chain, distribution & logistic network.

High customer satisfaction and base of loyal customers.

Emphasis on Backward Integration.

Vishal has intended to strengthen its infrastructure to support scalability and to derive efficiency gain.

INTRODUCTION OF THE TOPIC

India is one of the most attractive retail markets in the world, estimated at US$

350 billion with a sizzling growth potential of 40 per cent per annum. With such

an explosive trajectory, it is hardly surprising that many global and national

players have announced ambitious investment plans of US$ 22 billion over the

next five years to set up shop, as it were, throughout the country.

India’s Fortune 500 private sector giant, Reliance Industries Ltd, has, in fact,

been first off the blocks by launching its first Reliance Fresh outlets in

Hyderabad, the cyber-savvy capital of the state of Andhra Pradesh in

November 2006 and has since fanned out to 18 states. By end-2007, it plans to

extend its retail footprint to 70 cities. To match the likes of Wal-Mart, Reliance

has on the anvil plans to spend US$ 5.6 billion to set up its outlets in 784 cities

and towns all over the country by 2010. India’s much-awaited retail revolution

has, therefore, already been set in motion.

Customer Satisfaction Survey Solution Providing Competitive Edge

Throughout the global Internet marketplace, Customer Satisfaction surveys are

often regarded as the most accurate barometers to predict the success of a

company. Because they directly ask about the critical success factors of a

business, if done effectively, Customer Satisfaction surveys can deliver

powerful incisive information and provide ways to gain a competitive edge.

Customer satisfaction, a business terms is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is

seen as a key performance indicator within business.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategy.

 

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an

indication of how successful the organization is at providing products and/or

services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a

number of both psychological and physical variables which correlate with

satisfaction behaviors such as return and recommend rate. The level of

satisfaction can also vary depending on other options the customer may have

and other products against which the customer can compare the organization's

products.

Because satisfaction is basically a psychological state, care should be taken in

the effort of quantitative measurement, although a large quantity of research in

this area has recently been developed. Work done by Berry, Brodeur between

1990 and 1998 defined ten 'Quality Values' which influence satisfaction

behavior, further expanded by Berry in 2002 and known as the ten domains of

satisfaction. These ten domains of satisfaction include: Quality, Value,

Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental

Teamwork, Front line Service Behaviors, Commitment to the Customer and

Innovation. These factors are emphasized for continuous improvement and

organizational change measurement and are most often utilized to develop the

architecture for satisfaction measurement as an integrated model.

While India thus is becoming one of the largest retail markets in the world, the

transition to a more organised form, however, is not easy and will remain

politically contentious. For all the fears of the demise of the so-called mom and

pop retail stores, the point to remember is that “nowhere in the world has small

retailing disappeared. But, nowhere in the world has modern retailing not come

in. So, I don’t see why we should be any different,” felt Montek Singh Ahluwalia,

deputy chairman of the Planning Commission.

About the competitors

Big Bazaar

Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers.At Big Bazaar, you will definitely get the best products at the best prices - that’s what we guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add much more to complete your shopping experience.Big Bazaar is one of the brand of Future group given for retail.Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection.

Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve.We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development.

Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need.We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.

Rewrite Rules. Retain Values.

Group Vision

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.

We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

Core values

Indian ness: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble in our

conduct. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and

information. Valuing and Nurturing Relationships: to build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business

and action. Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

Spencer’s Hyper Store

Spencer’s Hyper is India's first complete Hypermarket. The first store is in Hyderabad, centrally located in Musheerabad. This store is spread over a large area, stocking around 25,000 SKU’s across a single level trading area. Spencer’s Hyper has pioneered the concept of Hypermarket by offering multiple pricing, wherein a customer pays less when they purchase more. The central theme of this retail format is the widest range being offered at discounted prices i.e. Bada Choice, Chhota Price. 

Spencer’s Hyper is part of the Rs 8500 Crores RPG Group’s retail sector.RPG Group has been the pioneer of modern retail formats in India and has aggressive plans for a strong national footprint. The total contracted retail area is already over 1 million sq. feet and is expected to double by 2007. The annual revenue is expected to grow from the current Rs. 321 Crores to Rs 2200 Crores by 2007/08.Spencer’s Hyper would also offer to NCR consumers several customer facilities never before experienced in the city. Some of the key features of the store would be 20 cash tills, which stretch across this store of 54,000 square feet, a 4,000 sq. ft. area of fresh fruits & vegetables, an unconditional Replacement guarantee, a Price Guarantee for offering the lowest prices and a dedicated customer help line.

Quality, customer service and convenience are core focus areas for the store team and the air-conditioned, clean, comfortable; well stocked and laid out store ensures absolute customer delight. The spacious layout allows for wide aisles within the store for moving around. Spencer’s Hyper is the one place, which offers ample space for problem free parking.

At Spencer's Hyper one can get groceries, fresh fruit, vegetables, home appliances, white goods, luggage and anything one can imagine at discounted prices (below MRP). Spencer' Hyper is offering a range of discounts across every product sold in the store, 365 days a year. The discounts would be upto 30-40% on the MRP when promotions are run. Price, comfort, convenience, quality, correct quantity and service are just few advantages of what one can experience at the store. Apart from the wide product range, the store would also have a Bakery, Music World and a Gifts & Novelties counter.

Location: Chennai, Hyderabad, Vizag, Bangalore, Mumbai, Aurangabad, Pune, Ghaziabad, Faridabad, Delhi, Cochin, Trivandrum and many more to come by this financial year.

RESEARCH METHODOLOGY

To discover the answer to the survey and to achieve the objective of the project certain scientific procedure was followed. These procedures are explained as follows.

Research designIn my research I followed the descriptive method of research, which includes surveys, and fact-findings enquires of different kinds. The major purpose of descriptive research is description of the state of affairs, as it exists at present. In business research we quite often use the term Ex Post Facto research for descriptive research studies. The main characteristic of this method is that the research has no control over the variables; he can only report what happened or what is happening.

Universe of the studyUniverse of the study was the present customers n perspective customers residing in Ghaziabad who shop in the hyper stores like Spencer’s in Pacific Mall, Big Bazaar in EDM, Vishal in Silver City Mall and Ansals.

Sampling MethodBoth convenience and judgmental sampling was used.

Sample size for study75 people were surveyed by the questionnaire method.

Data collection techniquesTo achieve the objectives of the study primary source of the data collection has been used in this study. As the survey was conducted and all the information has been collected by the respondents themselves.

Primary data75 people were surveyed to know which of the hypermarket amongst Vishal Mega Mart, Spencer’s Hyper store and Big Bazaar customers from Ghaziabad prefer to visit. And factors that motivate them to go for the particular hyper store.

Research approachThe primary data has been collected with the help of questionnaires.The questionnaire used for the study is a structured questionnaire with a set of closedended and open-ended questions. The questions included were in such manner that they could provide enough information for the survey.The questionnaire has been filled with the help of the interview method.The questionnaire was prepared for the customers from Ghaziabad only.

Research ToolThe findings of the research have been elaborated with the help of the pie chart, the bar graph and the column chart. The values has been showed in the form of percentages

Data tabulation, analysis and interpretationsThe data was tabulated using tally marks and analyzed by using percentages.The interpretations are based on the overall survey done on the respondents.

Your feedback…

Dear customer,We welcome your feed back, whether it is a compliment, a suggestion or a complaint the organization wants to impart you good value at all times.The information given would be used for academic purpose only.We would appreciate if you could take a few moments to fill this form out.

1. How often do you visit a hyper store for shopping? Once in a week Twice in a week

Once in a month Very rarely

2. Rank the following mega stores as per your preference to visit.

…… Spencer’s Hyper Store

…… Vishal Mega Mart

…… Big Bazaar

3. What is your top priority while choosing your shopping store?

Brand Image Price

Service Quality

Ambience Extra benefits

4. Which hyper store would you prefer to visit for following sections? Spencer’s Vishal Mega Mart Big Bazaar

Kids Section Women Section

Men Section

Sports Section

Utility Section

Groceries Cosmetics

5. Which Hyper Store is easiest to reach?

Big Bazaar

Vishal Mega Mart

Spencer’s Hyper Store

6. What makes Vishal Mega Mart a better than the rest of the hyper stores?

Prices Quality of products

Ambience Assistance by the staff

Cleanliness

7. How was your recent visit at Vishal Mega Mart?

Very good Good Average Poor Very Poor

8. Any other suggestions or remarks.

………………………………………………………………………………………………………

………………………………………………………………………………………………………

………………………………………………………………………………………………………

………………………………………………………………………………………………………

Name: ……………………………………………. Age: …………………

Sex: M F Phone No.: …………………

Residential Location: ……………………………………………………………..

Thank you very much for your kind co-operation.

Ques: 1 How often do you visit a hyper store for shopping?

A: Once a week B: Twice a week C: Once in a month D: Very rarely

Location: Ghaziabad

Findings:As can be seen from the pie chart, majority customers ie. 45% visit once in a month to shop in any hyper store, then 33% customers come once in a week, 14% customers come twice in a week. However, there are only 8% customers who come very rarely to shop in a hyper store.

Ref:Annexure page no.1

Ques: 2 Rank the following mega stores as per your preference to visit.

Spencer’s Hyper store

Location: Ghaziabad

Findings:As can be seen from the pie chart, majority customers ie. 69% has ranked Spencer’s Hyper store at the 3rd position on the basis of their preferred hyper store to visit for shopping and rest 16% has place it on the 2nd rank and only 15% customers has Spencer’s as their preferred hyper store for and ranked it 1st.

Ref:Annexure page no.2 (a)

Vishak Mega Mart

Location: Ghaziabad

Findings:As can be seen from the pie chart, majority customers ie. 48% has ranked Vishal Mega Mart at the 2nd position on the basis of their preferred hyper store to visit for shopping and substantial amount of 35% has place it on the 1st rank and only 17% customers has Vishal Mega Mart 3rd.

Ref:Annexure page no.2 (a)

Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, majority customers ie. 52% has ranked Big Bazaar at the 1st position on the basis of their preferred hyper store to visit for shopping and rest 39% has place it on the 2nd rank and only 9% customers has Big Bazaar 3rd.

Ref:Annexure page no.2 (b)

Ques: 3 What are your priority while choosing your shopping store?

A: Brand Image B: Price

C: service D: Qualitys

E: Ambience F: Extra Benefits

Location: Ghaziabad

Findings:As can be seen from the pie chart, majority customers ie. 45% visit once in a month to shop in any hyper store, then 33% customers come once in a week, 14% customers come twice in a week. However, there are only 8% customers who come very rarely to shop in a hyper store.

Ref:Annexure page no.1

Ques: 4 Which hyper store would you prefer to visit for following sections?

A: Kids Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, Vishal Mega Mart attracts most ie. 49% customers to shop in Kids Section, very next comes Big Bazaar with 19%. However, only 14% customers prefer to choose Spencer’s Hyper Store to shop in their Kids Section.

Ref:Annexure page no. 4(a)

B: Women Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, Vishal Mega Mart attracts most ie. 38% customers to shop in Women Section, very next comes Big Bazaar with 28%. However, only 19% customers prefer to choose Spencer’s Hyper Store to shop in their Women Section.

Ref:Annexure page no. 4(b)

C: Men Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, Vishal Mega Mart attracts most ie. 53% customers to shop in Men Section, very next comes Spencer’s Hyper Store with 21%. However, only 15% customers prefer to choose Big Bazaar to shop in their Men Section.

Ref:Annexure page no. 4(c)

D: Sports Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, Vishal Mega Mart attracts most ie. 34% customers to shop in Sports Section, very next comes Big Bazaar with 24%. However, only 12% customers prefer to choose Spencer’s Hyper Store to shop in their Sports Section.

Ref:Annexure page no. 4(d)

E: Utility Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, Big Bazaar attracts most ie. 38% customers to shop in Utility Section, very next comes Vishal Mega Mart with 25%. However, only 8% customers prefer to choose Spencer’s Hyper Store to shop in their Utility Section.

Ref:Annexure page no. 4(e)

F: Groceries

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, Big Bazaar attracts most ie. 44% customers to shop Groceries, very next comes Vishal Mega Mart with 26%. However, only 11% customers prefer to choose Spencer’s Hyper Store to shop in their Groceries.

Ref:Annexure page no. 4(f)

G: Cosmetics

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: Ghaziabad

Findings:As can be seen from the pie chart, Big Bazaar attracts most ie. 35% customers to shop Cosmetics, very next comes Vishal Mega Mart with 29%. However, only 8% customers prefer to choose Spencer’s Hyper Store to shop in their Cosmetics.

Ref:Annexure page no. 4(g)

Ques: 5 Which hyper store is easiest to reach?

Big Bazaar

Vishal Mega Mart

Spencer’s Hyper Store

Location: Ghaziabad

Findings:As can be seen from the pie chart, Vishal Mega Mart is easiest to reach with 56%; 33% customers chose Big Bazaar as easiest reachable hyper store. However, only 11% customers prefer to choose Spencer’s Hyper Store as easiest reachable hyper store.

Ref:Annexure page no. 5

Ques:6 What makes Vishal Mega Mart better than the rest of the hyper stores?

A: Prices B: Quality of products

C: Ambience D: Assistance by the staff

E: Cleanliness

Location: Ghaziabad

Sample Size: 75Findings:As can be seen from the graph, prices (44) and assistance by the staff (26) are the two most important qualities that attract customer towards Vishal Mega Mart than rest of the hyper stores.

Ref:Annexure page no. 6 (a) & (b)

Ques: 7 How was your recent visit at Vishal Mega Mart?

Very good Good Average Poor Very poor

Location: Ghaziabad

Findings:As can be seen from the pie chart, 46% customers feel good; and 36% customers feel average after recently visiting Vishal Mega Mart.

Ref:Annexure page no. 7

Ques: 1 How often do you visit a hyper store for shopping?

A: Once a week B: Twice a week C: Once in a month D: Very rarely

Location: GhaziabadSample size: 75

Annexure page no. 1

Ques: 2 Rank the following mega stores as per your preference to visit.

Spencer’s Hyper store

Vishal Mega Mart

Annexure page no. 2 (a)

Big Bazaar

Annexure page no. 2 (b)

Ques: 3 What are your priority while choosing your shopping store?

A: Brand Image B: Price

C: service D: Quality

E: Ambience F: Extra Benefits

Location: Ghaziabad Sample size: 75

. Annexure page no. 3

Ques: 4 Which hyper store would you prefer to visit for following sections?

A: Kids Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: GhaziabadSample size: 75

Annexure page no. 4(a)

B: Women Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: GhaziabadSample size: 75

Annexure page no. 4 (b)C: Men Section

Spencer’s Hyper store Vishal Mega Mart

Big Bazaar

Location: GhaziabadSample size: 75

Annexure page no. 4 (c)D: Sports Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: GhaziabadSample size: 75

Annexure page no. 4 (d)E: Utility Section

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: GhaziabadSample size: 75

Annexure page no. 4 (e)F: Groceries

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: GhaziabadSample size: 75

Annexure page no. 4 (f)G: Cosmetics

Spencer’s Hyper store Vishal Mega Mart Big Bazaar

Location: GhaziabadSample size: 75

Annexure page no. 4 (g)Ques: 5 Which hyper store is easiest to reach?

Big Bazaar

Vishal Mega Mart

Spencer’s Hyper Store

Location: GhaziabadSample size: 75

Annexure page no. 5Ques:6 What makes Vishal Mega Mart better than the rest of the hyper stores?

A: Prices B: Quality of products

C: Ambience D: Assistance by the staff

E: Cleanliness

No. of Price Ambience Cleanlines Quality Assistance

respondents s1 1 12 2 13 34 45 5 26 6 27 7 38 8 49 9 5 110 1011 312 1113 6 214 415 716 817 1218 919 13 5 1020 621 1222324 142526 42728 529 730 15 1131 1632 1733 1834 1235 1936 2037 2138 2 639 22 340 2341 13 74243 1444 4

45 2446 2547 26 1548 27 16 849 285051 29 1752 30 853 954 5 1855 31 10 1956 2057 32 658 33 1159 216061 34 22 962 35 763 3664 3765 3866 3967 40 1268 1069 41 2370 13 2471 42 1472 43 2573 8 117475 44 15 26TOTAL 44 15 8 26 11 Annexure page no.6 (a) & (b) Ques: 7 How was your recent visit at Vishal Mega Mart?

Very good Good Average Poor Very poor

Location: GhaziabadSample size: 75

Annexure page no. 7

CONCLUSION

Customer Satisfaction surveys are often regarded as the most accurate barometers to predict the success of a company. Because they directly ask about the critical success factors of a business, if done effectively, Customer Satisfaction surveys can deliver powerful incisive information and provide ways to gain a competitive edge.

During the course of the project I realized that the customers willingly answered the close ended questions, but open ended questions were attended by few of them only.And from the analysis of data collected and from the experiences of being a part of a great retail organization “VISHAL MEGA MART” I have reached upon the following conclusion:Vishal is popular among its customers mainly because of its affordable price structure, availability of different products at the single place and also because Vishal outlets are open at most of the reputed shopping Malls.It is also preferred as it is convenient for the customers to shop in Vishal.Other reason for the same is that the products available in Vishal are into various pack sizes.The shopping experience of the customers is very good but the products are not offered below the MRP.  All in all the feedback which I have gained all through this course of survey was very satisfactory and with substantial amount of variations.

SUGGESTIONS

These suggestions have been drawn on the basis of the suggestions given by the respondents and my personal experience at Vishal Mega Mega Mart Silver City, Ghaziabad and Vaishali, Ghaziabad.

Many of the customers complained about the improper assistance by the staff members, and it was also personally experienced while conducting the survey. Hence the staff members should be directed to have a better approach towards the customer, as the customer group catered is lower and middle class who need more assistance than the rest.

Some customers also wanted Vishal Mega Mart to have other reputed brands in garments, as the customers were explained that Vishal manufactures garments under their brand only. Since the customers probed such questions that itself suggests that Vishal needs to improve its brand image. So, the promotional schemes should be initiated highlighting Vishal as a brand but not only as a retail option.

In the garment section at the Vaishali outlet of Vishal Mega Mart there is no separation between the Men, Women and Kids section. Therefore, the customer is not able to make a distinction resulting into the grievances about lack of space. Hence the slight margin should be kept in the mentioned sections.

As Vishal Mega Mart is doing already good in the garment sector, but its lagging behind in the utility and groceries sections. Moreover a customer doesn’t come specially to buy clothes in a hyper store. The families prefer to shop for their household items and in the same time they go through the garment section, that is how the customers are attracted towards garments, which leads to a desire to purchase them. Hence the sales can also be enhanced.

Most of the people including me appreciate Vishal to have such low and competitive pricing which attracts most of the people from different economic strata. But, the quality should not be compromised which has been a major concern of most of the respondents.

Vishal has got a beautiful garment line but in limited number of varieties. Hence the Variety should be given in the garments section.

Billing has been always an issue at Vishal Mega Mart, so few more billing counters can be added at different other points helping the ciaos at a single portion of the store.

Despite of the proximity of the number of outlets in a single region, the floor space of each outlet should be enhanced including all the variety.

It is very evident by the survey that Vishal has more competitive prices than rest of the hyper stores in Ghaziabad, but the discount offers and add-on schemes will help to attract the prospective customers better. As customer has got a tendency to lean towards the product which could provide him more financial gains.

Finally, with all my suggestions I would appreciate Vishal Mega Mart for the competent success and wish them luck to keep up their hard work to serve better.

REFERENCES

WEBSITES REFERRED:

http:// www.vishalmegamart.net /

http://www.pantaloon.com/fashion-bigbazaar.htm

http://www.ibef.org/industry/retail.aspx

http://www.thehindubusinessline.com/catalyst/2005/10/27/stories/

2005102700090100.htm

BOOKS REFERRED:

Consumer Behaviour L.M. PrasadConsumer Behaviour C.B. GuptaQuatitative Techniques Management M.N. Arora