Satish Kumar 11ds
Satish Kumar 11ds
Satish Kumar 11ds
Global Retailing
The top 200 Retailers alone contribute for 30% of worldwide demand. Retail sales is
confidence) to buy goods and services. Money spent on household consumption worldwide
has increased by 68% between 1980 and 2003. The leader has unquestionably been the USA
where some two-thirds or $ 6.6 trillions out of the $ 10 trillions American economy is
and services. Retail turnover in the European Union is around Euros 2000 billion and the
average growth in this sector seems to be following an upward trend. The Asian economies
(excluding Japan) are expected to grow at 6% consistently till 2005-06. Positive forces at
work in Retail consumer markets today include high rates of personal expenditures, low
interest rates, low unemployment and very low inflation. Negative factors that impact retail
Type of Retailers:
Retail Organizations have shown great variety and different format of stores are coming up
1. Specialty Store
This stores are characterized by narrow product lines but with deep assortments such as
Apparel Stores , Sporting goods store, Furniture store ,Florist and Book store. Under this also
there could be specializations like limited line store ( eg. Men’s clothing store) and Super
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specialty store (eg. Men’s custom shirt store ). Example of such stores are Athlete’s foot ,Tall
men.
2. Departmental Store
Several Product Lines –typically clothing ,home furnishing and household goods with each
3. Supermarkets
Relatively large ,low cost ,low margin high volume ,self service operation which is designed
to cater total needs for food, laundry, household maintenance products .Supermarkets earn an
4. Convenience Store
These are the stores which are relatively small in size and they are located near residential
area , normally remains open seven days a week and carrying a limited line of high turnover
convenience products at slightly high prices. Many have added take away sandwiches , coffee
5. Discount Stores
Standard merchandise sold at lower prices with lower margin but higher volumes. Actual
discount stores regularly sell merchandise at lower prices and offer mostly national brands. In
Discount retailing , Discount specialty retailing is also present eg. discount electronic store
or discount book store Example : Wal- Mart (all purpose discount store) , Kmart . Specialty :
Crown Bookstore.
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6. Off Price Retailers.
Merchandise bought at less than regular wholesale prices and sold at less than retail prices.
Often left over goods , irregulars obtained at reduced prices from manufacturers and other
retailers.
Factory outlets are owned and operated by manufacturers and they normally carry
and Dexter(Shoes).
It is observed that small independently owned stores are gradually loosing their foothold in
the market place. These stores are generally called “Mom and Pop” stores and they offer
limited merchandise to the consumer. These store are facing stiff competition from the large
departmental stores or superstores and in this process they are closing down their shutters. In
many locations the arrival of a superstore has forced nearby independents out of business. In
the book selling business Barnes & Noble superstore or Borders Books and music usually
puts smaller bookstores out of business. This is a major characteristic prevailing worldwide.
But it is also true that many small independent outlets still thrive by knowing their customers
Internet the ubiquitous medium has opened a new avenue in front of the Retailers. It has
offered an opportunity to the consumers to shop from the home. As it stands today overall
Retail sales through internet may not be that significant but gradually it is gaining popularity
commerce domain.
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Repositioning of Departmental Stores
The appeal of big departmental store is in the wane and they are trying to reposition
themselves. They are repositioning their product lines to survive in this highly competitive
market eg. A departmental stores which is supplying general merchandise to the consumer is
Supremacy of Discount store is also one of the distinct characteristics of Retail Industry
today. Discount stores offer money back guarantee, every day low price etc to lure customers.
They also provide floor help and easy access to the merchandise to facilitate the consumer.
Wal-Mart the worlds largest Retailer comes under this category of Retail store.
Category Killers
There are Retailers who actually concentrate on one particular product category and grab a
lion’s share of that market and outperform their competitors. They are called Category
Killers. Toys R Us (Toy market ), Home Depot (Home Improvement) , Staples (Office
Supplies) are the examples of such Retailers who have grabbed a major market share in that
product category and they have forced a reduction in the number of players in that product
segment. This is also a distinct trend observed in the current Retail market. Ten years back
there were number of players in the toy market and no one was controlling more than 5% of
market share but now the number of players has come down to six and Toys R Us is enjoying
Direct Marketing
With the advancement of technology Retailers have found another sales channel through
which they can reach the consumer and this is direct marketing. Direct marketing has their
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root in direct mail and catalog marketing (Land’s End and LL Bean). It includes
Although an overwhelming majority of goods and services is sold through stores, non store
Retailing is also growing at a faster rate. Direct selling is $9 Billion industry with around 600
companies selling door to door. Avon ,Electrolux ,Southwestern company ,Tupperware and
Mary key cosmetics are the examples who have adopted this strategy successfully.
Demographic Changes
Retail industry is impacted by the demographic changes. As a result of this change taste of
the consumer is undergoing a change and it creates a demand for certain products. World
wide Retailers are keeping a close watch on this change and they are trying to realign
Retailers who want to dominate the market place have adopted the strategy of mergers and
acquisitions. This is also one of the distinct trends in Global Retail Industry today. Instead of
achieving an organic growth Retailers can grow significantly with the help of mergers and
acquisitions. This helps them to occupy more shelf space in the market place. As the volume
increases they are establishing better control over their suppliers and they are reducing the
procurement cost and in that way they are boosting their profitability. This is driven by the
economic growth factors, size ,revenue pattern and the customer demand. Sears and Land’s
End merger is one of the significant mergers which has happened in recent times. Another
important example would be Nikes acquisition of Hurley, a well known surfing brand. This
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Operational Issues:
In order to survive in this Industry, which is driven by the consumer demand Retailers need
to successfully counter the operational issues. If the Retailers fail to diagnose and address
The process of getting goods to the customer has been traditionally known as Physical
Distribution. Physical Distribution starts at the factory and it ends at the store. Nowadays the
definition of Physical distribution is expanded and a broader concept has come which is
Supply Chain Management. Ideally Supply Chain Management encompasses the material
flow from supplier’s suppliers to the final destination. Retailers need to have a grip on that
whole chain in order to control the procurement and delivery cost. This will help them to
choose the right supplier for the merchandise. Retailers need to come out of the constricted
view about the supply chain which is viewing the market as a point to point destination,
instead they need to consider the holistic picture which is a part of Market Logistics. Market
Logistics involves physical flow of materials from point of origin to the point where it meets
This Demand Chain orientation can help them to cut down the procurement cost to a great
extent. IKEA the global furniture retailing giant has successfully addressed this issue and
they are able to sell quality furniture at a much lower cost than his competitors.
Pricing
In Retailing environment pricing has become a burning issue to the retailers. Customer’s
expectation from a Retail store has become very high and customers are looking for more and
more bargain prices. This situation can be referred as Price drought . Price deflation is taking
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hold in the Retail environment and any reduction in volume is complicating the scenario
further. This trend is quite evident in Apparel and Consumer goods market. Pricing seems to
be a key positioning factor and must be decided in relation to the target market , Assortment
mix and competition. Strategic pricing has become an important strategic tool to the retailers.
Airlines Industry started this strategic pricing technique where the underlying philosophy is
not all consumers want a particular product at the same time and the degree of demand will
also vary. With this idea in mind different consumers are charged different prices for the
same product or service. Retailers need to adopt the right pricing tactics in this environment
of fierce competition. Retail stores markdown the price for some items to attract people, this
is called traffic building. They also run storewide reduction sell. It is observed that a shoe
Retail outlet sells 50% of the product at normal mark up , 25% of the product at 40% mark
up and remaining 25% at cost. Some Retailers have done away with sales pricing and they
are resorting to everyday low price (EDLP). It leads to lower advertising cost , greater pricing
stability and higher Retail profits. Wal- Mart uses this kind of pricing strategy.
Sales Channels
Design of sales channel is also a key operational issue in today’s Retail industry. Technology
has become one indispensable business component and Retailers need to make use of this
successfully. Retailer needs to come out from the mindset of traditional store retailing and
they need to use all available channels to reach a wider consumer community. Amongst Non
store Retail channels Internet and E commerce is gradually gaining popularity. Consumers do
not need to come to store for buying goods or service they can do that over a click of a button
from their drawing room. Retailers need to derive benefit from that . Marketing through call
centre or catalogue marketing is also an emerging trend . Retailers need to choose sales
channels carefully and need to use all those channels effectively to acquire more customer
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centricity. Ultimate objective here is to offer a consumer a tailor made shopping experience
and to provide more easy access to his product and service offering.
Strategies in Retail:
A business firm can not travel in an unplanned way . To encounter the business challenges in
a highly competitive environment and to find out a sustainable growth road map Retailers
need to realize the importance of strategic planning. Strategic planning can be viewed as a
stream of decisions and activities which lead to Effective business strategies which help the
organization to fulfill its objectives. Retail landscape is changing rapidly and in this
changing economic environment Retailers need to find out the right strategy which will help
them to cope up with this environment and empowers them to take right decisions for the
future. Adopting correct strategy will help the Retailers to optimize their resources and also it
will give an edge over its competitors. Margin and Turnover are the two important
parameters of Retail Industry and the Retail operations can be classified into four
groups/quadrants.
Retail business needs to formulate the suitable strategy after considering its strengths and
weaknesses. Hence SWOT analysis will be an effective tool in determining the correct
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IT in Retail:
Information Technology has become a key business driver in today’s world. Retailers are also
trying to reap in the benefits of the technology. Thus technology has become a critical and
competitive tool for surviving in the business. Retailers are using software systems to
manage and plan their inventory , to reduce the procurement costs , electronic ordering ,
electronic fund transfer , e mail communication and for many other things. IT is poised to
take a much bigger role in Retail Industry however the high implementation cost of IT
projects has restricted many Retailers to go for proper IT solution. IT growth areas in Retail
Supply chain is one of the focus areas for the Retailers and immense opportunity of business
today’s tough economic climate customers have become price sensitive and there is a price
draught in the market . Retailers are struggling to control the cost and in this environment
effective Supply Chain Management can act as a big contributor. It helps them to integrate
with their suppliers and through collaborative planning retailers can reduce the cost. SCM
solutions will enable Retailers to track their inventory movement from supplier’s premises to
the point of sale. It gives a better visibility in the area of demand planning, forecasting and
inventory management. Worlds largest Retailer Wal –Mart has adopted a state of the art SCM
system which not only tracks the inventory but also it increases the efficiency of the process.
Wal –Mart has also introduced the Radio Frequency Identification (RFID) of merchandise.
CRM
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CRM continues to be a growth area for IT in Retail sector. Advancement in this field helps to
maintain sophisticated customer database and systems that can maximize multi channel
returns. This helps the retailers to understand the customers demand pattern and enables them
Internet
Internet has unfolded lot of opportunities to the Retailers. Retailers can do business over
internet. It can also be used as a communication medium. Successful Retail community uses
internet technology for reliable communication between Retailers , customers and suppliers.
Business Intelligence
Business Intelligence is an effective analytical tool which helps the Retailers to understand
the eco system of retail business . It helps the business community to take mission critical
business decisions which will help them to navigate in the right direction. In today’s world
Retailers equipped with such data mining or data warehousing tool can have the micro level
Pantaloon 700
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RPG 550
Westside 120
Ebony 85
Piramyd 72
COMPANY PROFILE
market has also been opened for the Indian consumer by Vishal. Situated in the national
capital Delhi this store boasts of the singe 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 Aggarwal . The group had of turnover Rs
2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007 The group’s prime
focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every
pocket. The group’s philosophy is integration and towards this end has initiated backward
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integration in the field of high fashion by setting up a state of the art manufacturing facility to
support its retail endeavors. Vishal is one of fastest growing retailing groups in India. Its
outlets cater to almost all price ranges. The showrooms have over 70,000 products range
which fulfills all your household needs, and can be catered to under one roof. It is covering
about 2059292 lac sq. ft. in 18 state across India. Each store gives you international quality
goods and prices hard to match. The cost benefits that is derived from the large central
INFRASTRUCTURE
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. They have 10 warehouses that cater to 132 showrooms in 20 states/81 cities. It is
Sales promotions are short-term incentives to encourage the purchase or sale of a product or
service. Sales promotion includes several communications activities that attempt to provided
stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or
purchase. Examples of devices used in sales promotion include coupons, samples, premiums,
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Sales promotion is a process of increasing sales volume of a defined product in a defined
territory in a defined time period to meet short term sales objective. Sales promotion
mostly short term, designed to stimulate quicker or greater purchase of particular products or
(a) Communication: They gain attention and may lead the consumer to the product.
(b) Incentives : They incorporate some concessions, inducement, or contribution that gives
possible.
PUSH
PULL
A push strategy involves convincing trade intermediary channel members to "push" the
product through the distribution channels to the ultimate consumer via promotions and
personal selling efforts. The company promotes the product through a reseller who in turn
promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to
persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand
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in advertising, and/or push a brand to final consumers. Typical tactics employed in push
strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising
A pull strategy attempts to get consumers to "pull" the product from the manufacturer
through the marketing channel. The company focuses its marketing communications efforts
on consumers in the hope that it stimulates interest and demand for the product at the end-
user level. This strategy is often employed if distributors are reluctant to carry a product
because it gets as many consumers as possible to go to retail out lets and request the product,
thus pulling it through the channel. Consumer-promotion objectives are to entice consumers
to try a new product, attract customers away from competitors products, get consumers to
"load up" on a mature product, hold &reward loyal customers, and build consumer
relationships. Typical tactics employed in pull strategy are: samples, coupons, cash refunds
SWOT ANALYSIS
Some of the strengths and weaknesses of Vishal Mega Mart are outlined below.
STRENGTHS:
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iv) Geographical spread
WEAKNESSES:
OPPORTUNITIES:
THREATS:
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ii) Demographic Changes
PRODUCTS
FOODMART
Beverage
Cooked Indian
Cooked Chinese
Drinks
BRANDS
Vishal Mega Mart is one of India’s fastest growing retail chains. The chain currently has 132
company stores in 20 states / 81 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, their
name has been synonymous with quality, value and fashion integrity. They 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 them to offer the lowest
possible and most reasonable prices. Their goal is to provide a range of fashion wear to suit
every pocket. Their product mix represents the most current fashion trends in tops, bottoms,
formals and accessories for men, women and kids. Their courteous staff will ensure that
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The Popular Brands of Vishal Mega Mart are:
QUALITY CONTROL
The dedicated professional Quality Control team of Vishal Mega Mart ensures the quality of
products. Their quality checks start with basic cloth and accessories and end with doing a full
inspection of the finished items. They believe that Quality Control is the key to success. Their
goal is to give the customer with the best quality and value for his money.
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LITRATURE REVIEW
In the background of high consumerism and income of the urban consumers, in recent year
there are a number of companies have expressed their interest towards retail sector outlets. As
a result numbers of shopping malls have started their operations in metro and urban areas.
Pantaloon, big bazaar, Vishal Mega Mart, Reliance Fresh are the best known examples of
retail sector outlets in India.Retailing is the interface between the producer and the individual
consumer buying for personal consumption. This excludes direct interface between the
manufacturer and institutional buyers such as the government and other bulk customers. A
retailer is one who stocks the producer’s goods and is involved in the act of selling it to the
individual consumer, at a margin of profit. As such, retailing is the last link that connects the
individual consumer with the manufacturing and distribution chain. Some of the key features
of retailing include
customers.
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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 have directly faced
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 didn’t
“Future is thinking beyond horizon” & in order to keep its pace with the modern retail,
Vishal Retail Limited is spreading its wings. Instead of resting on its laurels the Group are
busy identifying new avenues of growth by venturing in other formats like cash & carry,
convenios as well as specialty stores and inspiring local retailers to grow along with the big
names. The group has tied up with HPCL to open corner stores at their petrol pumps and in
addition to the above Vishal has come up with an institute to train manpower for the service
industry.
Today Vishal Retail Limited, Flagship Company of Vishal Group, engaged in Hyper Market
stores with an average area of 25,000 to 30,000 sq. ft. through an impressive chain of more
than 100 fully integrated stores in spread of more than the area of around 22, 00,000 sq. ft. in
69 cities across India & has a plan to cross total retail area of 35 lakh sq. ft. in tier II and tier
According to Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited, the group owes its
origin to a small 50 sq ft shop in Kolkata's Lal Bazaar that started selling readymade
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garments. In tune with the pulse of the market, he envisioned a mega store that would sell
garments at prices none other could match. . The first big store opened in Calcutta's
Esplanade area in 1997, under the banner of Vishal Garments. He was involved in all the
aspects of the business: right from sourcing the garments to interacting with customers. And
After identifying the immense market in fashion garment for the masses, He moved to Delhi
in 2001 and opened his first store in Delhi’s Rajouri Garden by the name of Vishal Mega
Mart (The jewel in Vishal Group’s crown) and then there was no looking back for Mr. Ram
Chandra Agarwal. At present, in addition to garments, Vishal Mega Mart stores retail the
entire range of household products, FMCG and electronic goods. Vishal's prices are roughly
Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited believes that the shopping habits of
Indians are changing due to their growing disposable income, higher aspirations, relative
increase in the younger population, and the change in attitudes towards shopping. The
emphasis has changed from price consideration to design, quality and trendy. Age is also a
major factor that affects the spending decisions of an individual. Consumer spending is an
important factor that affects the economic growth and development in a country. As a trend,
consumer is more educated. He has access to all reforms taking place through various arrays
group is now looking for franchisees to join hands with Vishal and grow under common
banner. This partnership will help small retailers to survive the onslaught of organized retail
as it will enhance their competitiveness. Small stores can avail of the benefits on account of
the economies of scale, a key advantage for big retailers. As per the plans, Vishal Retail will
completely take over the supply chain of its franchisees and provide them with technology,
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new practices, visual merchandising skill and special promotional schemes, besides its brand
Objective of Research
2) To find out the nature and types of the sales promotion scheme offered by
4) To find out the how much effective sales promotion for vishal mega mart
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RESEARCH METHODOLOGY
When we talk about research methodology, we do not talk only of research method but also
context research study. We also evaluate why we are using a particular method and the used
technique should be such that the research is capable of being evaluated by the researcher and
as by others.
Research Design
Descriptive research is one, which involves describing the state of affairs, as they exist. This
type of research was used in the study of marketing strategies for the sale of company's
tvpe of Research: - This research is Descriptive Research in nature because in this we are
conducting a customer based survey to know the opinion of customers about the promotional
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Types of Data:- There are two types of data has been used in this research. Primary and
Secondary.
Primary Data: Survey by Questionnaire from concerned authorities questionnaire for the
customers
Secondary Data:-Previous Report and websites of the organization. For Literature review few
Research Instrument:-For this purpose Questionnaire & Observation has been used as tool.
Contact Method: -Direct survey of the employees and questionnaire for the customers.
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DATA ANALYSIS AND FINDING
Yes 14 7%
No 186 93%
Inference:
According to the survey done, 93% of the customers say that they have visited the store many
times whereas rest 7% of the customers say they are visiting the store for the first time.
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2. How often do you visit SPENCERS?
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
25
Inference :
According to the survey done, 28% of the customers say that they visit the store once in every
month ,26% say they visit once in fortnight, 24% say that they visit the store once in a week
and the rest 22% says whenever need arises they visit the store.
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Well 72 36%
Bad 8 4%
Inference:
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According to the survey done, 36% of the customers say that their complaints were solved
very well same way 36% of the customers say their complaints were resolved fair well, 24%
of the customers say they can’t say anything about it and finally the rest 4% say it was bad and
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Poor 48 24%
Average 56 28%
Excellent 10 5%
Inference:
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According to the survey done, 28% of the customers feel that the ambient conditions in the
store is average, 27% feel it’s very poor , 24% of the respondents say it is poor whereas 16%
of the respondents feel it is very good and expect more and rest 5% say the conditions
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 10 5%
Poor 30 15%
Average 78 39%
Excellent 24 12%
Inference:
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According to the survey done, 39% of the respondents feel that the physical layout of the
store is average ,whereas 29% feel the layout and physical structure of the store is very good
and among the rest respondents 15% of the total feel the layout of the store is poor and 12%
say it’s excellent the rest 5% of the crowd say it’s very poor .
6. Cleanliness
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Poor 58 29%
Average 48 24%
Excellent 20 10%
Inference:
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As per the survey done, 29% of the respondents feel the store is not so clean and it’s poor
where as 27% of the crowd believe that store is very much clean an good to look ,24% of
respondents view towards cleanliness is average and 10% say its very poor and other 10% say
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 14 7%
Poor 36 18%
Average 76 38%
Excellent 34 17%
Inference:
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As per the data collected believe 38% of the respondents say the visually appealing signs and
boards are up to mark mean to say its average and 20% say its very good, 18% of the total
respondents say it’s very poor and 17% feel the signs and boards being displayed is excellent
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 12 6%
Poor 48 24%
Average 60 30%
Excellent 20 10%
Inference:
31
According to the survey done30% of the respondents say the appearance of the employees is
average , same way 30% say it’s very good and 24% of the crowd believe the appearance is
not up to the mark and therefore poor and 10% of them say its excellent finally the rest 6%
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 4 2%
Poor 22 11%
Average 88 44%
Excellent 30 15%
Inference:
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As shown in above graph among the total respondents 44% of the respondents say the
employees courtesy and willingness is average , 28% of them say very good whereas 15%
opinion is excellent , 11% of the respondents say poor and rest 2% opinion is very poor .
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Poor 30 15%
Average 64 32%
Excellent 18 9%
Inference:
33
As per the above graph among the total respondents 32% of the respondents say the use of
customers feedback is average , 25% of them say very poor whereas 19% opinion is very good
, 15% of the respondents say poor and rest 9% of the total believe feedback is taken well and
used up to mark .
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 8 4%
Poor 42 21%
Average 86 43%
Excellent 8 4%
Inference:
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According to the survey done, 43% of the customers feel that the information provided is
average , 28% feel it’s very good , 21% of the respondents say it is poor whereas 4% of the
respondents feel it is very poor and rest 4% say the information provided is excellent.
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Poor 46 23%
Average 56 28%
Excellent 28 14%
Inference:
35
As per the survey done, 28% of the customers feel that the range of goods available in the
store is average, 23% feel it’s very good , 23% of the respondents say it is poor whereas 14%
of the respondents feel it is excellent and expect more and rest 12% say that the goods in the
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 14 7%
Poor 36 18%
Average 76 38%
Excellent 20 10%
Inference:
36
According to the survey done,38% of the customers feel that the innovations offers and tie
ups in the store is average, 27% feel it’s very good, 18% of the respondents say it is poor
whereas 10% of the respondents feel it is excellent and expect more and rest 7% say that
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 6 3%
Poor 42 21%
Average 56 28%
Excellent 20 10%
Inference:
37
According to the survey done, 38% of the customers feel that the operating hours of the store
is very good , 28% feel it’s average ,21% of the respondents say it is poor whereas 10% of the
respondents feel it is excellent and expect more and rest 3% say to extent the operating
schedule .
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 16 8%
Poor 36 18%
Average 50 25%
Excellent 48 24%
Inference:
38
According to the survey done, 25% of the customers feel that the store safety and security is
very good,25% feel it’s average , 24% of the respondents say it is excellent whereas 18% of
the respondents feel it is poor and expect more and rest 8% say the security is very poor and
improve on it .
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Poor 50 25%
Average 70 35%
Excellent 20 10%
Inference:
39
As per the survey done, 35% of the customers feel that lift service provided in the store is
average, 25% feel it’s poor and dangerous, 15% of the respondents say it is very good whereas
15% of the respondents feel it is very poor and expect more and rest 10% say the service
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Poor 38 19%
Average 62 31%
Excellent 20 10%
Inference:
40
According to the survey done, 31% of the customers feel that the rest room in the store is
average, 30% feel it’s very good and tidy ,19% of the respondents say it is poor whereas 10%
of the respondents feel it is very poor and expect more and rest 10% say the rest room
Poor 60 30%
Average 86 43%
Very good 16 8%
Excellent 8 4%
Inference:
41
According to the survey done, 43% of the customers feel that the parking facilities in the
store is average, 30% feel it’s poor , 15% of the respondents say it is very poor whereas 8% of
the respondents feel it is very good and expect more and rest 4% say the parking provided is
excellent .
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very poor 14 7%
Poor 22 11%
Average 40 20%
Excellent 60 30%
Inference:
42
According to the survey done, 32% of the customers feel that the customer service desk in
the store is average, 30% feel it’s excellent , 20% of the respondents say it is average whereas
11% of the respondents feel it’s poor and expect much more and rest 7% say the conditions
20. Overall how satisfied are you with the customer service experience?
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Very dissatisfied 4 2%
Somewhat dissatisfied 16 8%
Inference:
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According to the survey done, 48% of the customers say that they are very much satisfied
with the service experience in the store and 42% of them say they are somewhat satisfied ,
whereas 8% say they are somewhat dissatisfied and finally 2% of them say they are very
dissatisfied .
PARTICULARS NO OF % OF RESPONDANTS
RESPONDANTS
Average 36 18%
Good 72 36%
Excellent 20 10%
Inference:
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According to the survey done, 36% of the customers say that the store can be rated as very
good and 36% of them say it’s good whereas 18% of the respondents say average and the rest
Findings
there were two types of respondents with different type of questions so the findings of the
y Vishal mega mart uses promotional tool at wider range. y They mostly use discount offers
y They use promotional tool mostly for a week y Promotional tools are very much important
for Vishal
new products.
y Customers are also satisfied with the promotional tools of Vishal Mega
y Customers are satisfied with the products of Vishal Mega Mart and also
most of the customers said that they will visit Vishal Mega Mart
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frequently.
Limitation:-
This research is conducted on a very small sample size, so it might be possible that the
information given by such respondents may not match with the replay of total customer
available in the store at that time. There was a time constraint while conducting the report.
It might be possible that the answers given by the respondents are full of biasness.
As there are two types of respondents so there is difference between the responses towards
the sales promotion tools avail by both of them which become a constraint towards the
research project.
Suggestions.
1’ They need to focus on other promotional tools as they only rely on discount offers. y They
2. They should also focus on customer handling services and they should take new steps in
reducing the waiting time of customer during making payments as there is a long queue.
3.
3. They should also use promotional tool for more than a week so that every
customer is benefited.
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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 Vshal Megamart 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.
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BIBLIOGRAPHY
To make my project a successful one I have taken help from various sources, such as direct
interaction journals and web sites. The books I have referred are
www.vishalmegamart.com
www.indianretailindustry.com
MEGA MART
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QUESTIONNAIRE
1. Since how many days you are visiting the Vishal Megamart?
a) >1 year
b) 1-2 year
c) 2-4 years
d) 4< years
a) Yes
b) No
a) Yes
b) No
c) Not Really
Are you satisfied with sales and promotion activity of the Vishal Megamart?
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a) Yes
b) No
a) Discounts
b) Free Gifts
d) Other if any.
a) Yes
b) May be
c) No
Name :- _________
a) Yes
b) No
A. Discount
B. Coupons
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D. Free gifts
E. If other, specify
A. Discount
B. Coupons
D. Free gifts
E. If other, specify
a) Yes
b) No
c) Sometimes
d) Generally
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