Everest Education Society’s

JIBRAN QUADRI INSTITUTE OF

MANAGEMENT OF SCIENCE AND RESEARCH
AURANGABAD

A
Project Report
On
“A STUDY OF MARKETING STRATEGIES OF RETAIL COMPANIES
TO DO BUSINESS IN AURANGABAD”

A Project Report Submitted

In the partial fulfillment of the degree of

Master of Business Administration

Submitted by
Mr. Mohd Abdul Taufeeq

Mr. Quazi Zubair Sir Dr. K.D. Phuke

Guide Director

For Academic year 2008-2009

Dr. Babasaheb Ambedkar Marathwada University. Aurangabad
 Everest Education Society’s

JIBRAN QUADRI INSTITUTE OF

MANAGEMENT SCIENCE AND RESEARCH
AURANGABAD

CERTIFICATE

This is certify that MR. Mohammed Abdul Taufeeq a

Student of MBA IV Sem has completed his project study
Report on

“A STUDY OF MARKETING STRATEGIES OF RETAIL COMPANIES

TO DO BUSINESS IN AURANGABAD”

And has submitted a satisfactory report as per the requirements of

DR. Babasaheb Ambedkar Marathwada University in the partial
fulfillment of Master of Business Administration in the academic
Year 2008-2009.

Mr. Quazi Zubair Dr. K.D. Phuke

Guide Director
 ACKNOWLEDMENT

I am grateful to my project guide Mr. Quazi Zubair sir for the interest shown
by him, the inspiration & moral boosting through him really helped me in
completion of my project study.

I am also thankful to Director, Dr. K.D. Phuke sir for giving valuable
suggestions during project study; He is always the source of inspiration to me.

Last but not least, I am sincerely thankful to Mr. Vikas Roy and Mr. Sanjay
Dixit and the entire staff member of Vishal Mega Mart and also I would like
thank Mr. Abdul Raheem Aadil for his moral support & those who always
gave me helping hand & suggestions for completion of this project.

Mr. Mohammed Abdul Taufeeq

MBA IV Sem.
 Declaration

I hereby declare that this project study report submitted by me in my

partial fulfillment of “Master of Business Administration” is a genuine work
of mine.

It has not been either fully or partly to this or any other institute prior, in
any other connection.

Mr. Mohammed Abdul Taufeeq

MBA IV Sem.
 Contents
• About Aurangabad

• Objectives of the study

• Importance of the project

• Limitations of the study

• Introduction of retail industry

• Introduction of Vishal Mega Mart

• The founders of Vishal mega mart

• Infrastructure

• Vishal Apparels Brand

• Store strategy mix

• The role of marketing in retail

• Retail strategy and structure

• Hypothesis

• Research methodology

• Primary data

• Findings

• Questionnaire for retailers

• Questionnaire for customers

• Suggestions

• Conclusion

• Bibliography
 About Aurangabad

Founded in 1610 by Malik Ambar, Aurangabad was then known as "Khidki"

meaning window. The city served the real purpose of its ancient name as the
Mughals could look into the Deccan through it. Later in 1953 the city was
renamed as Aurangabad when Aurangazeb took over the Deccan kingdom.
Aurangabad is most famous for its historical monuments and caves.

The most renowned tourists' attraction of Aurangabad is Bibi-Ka-Maqbara,

built in memory of Aurangazeb's wife, Begum Rabia Durani. Among others
there are Aurangabad Caves, Panchakki, Himroo Factory, Darwazas,
Daulatabad Fort, Khuldabad, Shirdi, Grihneshwar Temple, Paithan, Ajanata
and Ellora Caves, and History Museum of Marathwada University.
 DEMOGRAPHIC INFORMATION

Geographical area 10.107sqkm

Population 29,20,548 Senses 2007
Density population 289 sqkm

Distance from Major Cities

Mumbai 364km
Pune 238 km
Nashik 182km
Nagpur 500km
Hyderabad 554km
Nanded 264km
Ahmednager 118km

Industrial Information:

There are five Special Economic Zones (SEZs) have been approved by central
government for this city and these are, in Automobile (Bajaj), in
pharmaceuticals (Inspira Pharma SEZ and Wockhardt), one in aluminium
(Hindalco Aluminium) and yet another is Inspira Biotech SEZ. Electrical goods
major Siemens will soon establish plant for manufacturing of metro train
coaches. The city Of Aurangabad is also famous for the best Breweries in the
world, Asia Pacific Breweries (Aurangabad) Ltd. Manufacturing the Famous
Cannon 10000 Strong Beer is being enjoyed by almost all the foreign tourists
visiting Aurangabad.

The Main industrial areas of Aurangabad According to MIDC Act 1961,

1. Aurangabad (Railway station)
2. Chikalthana
3. Waluj
4. Paithan Road
5. Beed Road
6. Shaindra
According Chamber of Marathwada Industries & Agriculture (CMIA)

Major MIDC Areas in Aurangabad

1. Aurangabad (Railway station)(Group C)
Area of operation 34.95 hectors
Commercial rate 1000/sqmt
Residential rate 600/sqmt

2. Chikalthana (Group C)
Year of establishment 1965
Area of operation 719.68 hectors
Commercial rate 1200/sqmt
Residential rate 900/sqmt
Major plants like; Lupin Pharmacuticals, HUL, Indo-german, Wockhardt,
Cosmofilm, BCL Spring, HP Gas Plant, Ck-Diakin, STPI.

3. Waluj (Group D)
Year of establishment 1982-83
Area of operation 1518.47 hectors
Commercial rate 1100/sqmt
Residential rate 900/sqmt
Major plants like; Bajaj Auto Ltd., Colgate, Wipro, Kenstar, Ceat Tyres,
Goodyear, Johnson & Johnson, etc

Transportation:

Intra city Transport:

The busy Jalna road Aurangabad Municipal Transport (AMT) is an intra-city

bus service which covers almost all parts of the city and also connects to the
more distant industrial suburbs. AMT (Aurangabad Municipal Transport)
intra-city buses ply throughout the city including the outskirts and connect
different parts of the city and adjoining suburbs together. The AMT bus
service is affordable, efficient and safe. The AMT buses are quite crowded
during morning and evening rush hours.
The "Maharashtra State Road Transport Corporation" (MSRTC) and
numerous other private bus operators provide a bus service to all parts of the
state.

Metered auto rickshaws ply throughout the city. The fare is based on a meter
and is computed by a tariff card available from the driver.

Road:
Aurangabad is well connected by roads with various major cities of
Maharashtra and other states. National highway NH-211 (Dhule-
Aurangabad- Solapur) passes through the city. Road connectivity is excellent
and road connecting to Pune, Nagpur, Beed and Mumbai are being upgraded
into four lane highway.

Air:
Now Aurangabad has an International Airport. Recently there were fights
made available to all the people traveling to Haj pilgrimage. Aurangabad
Airport has connecting flights to Delhi, Udaipur, Mumbai, Jaipur as well as
Hyderabad
Rail:
AURANGABAD (Station Code: AWB) is a station located on the
Kachiguda-Manmad section of Secunderabad (SCB) Division of South
Central Railway (SCR). The Manmad-Kacheguda Broad gauge railway line
which emanates from the Bombay-Bhusawal-Howrah trunk route at
Manmad is an important artery of traffic in Aurangabad district. The
importance of this line lies in the fact that it has opened for traffic the fertile
agricultural tract in Marathwada region. It also serves as a link between
Bombay and Secunderabad in Andhra Pradesh. As a matter of fact this line
was formerly the only route of traffic as there were no good roads in the
Marathwada region. This railway route was opened for traffic in 1900. After
Divisional adjustments in 2003, which saw the bifurcation of Hyderabad
division, Aurangabad now comes under the newly created Nanded(NED)
Division of SCR. Aurangabad has rail connectivity with Manmad,
Aurangabad, Nanded, Parbhani, Parli Vaijnath, latur, Osmanabad,
Gangakhed, Mudkhed, Adilabad, Nagpur, Basar, Nizamabad, Nasik,
Mumbai, Pune, Daund, Mahbubnagar, Kurnool, Kadapa, Renigunta,
Tirupati, Katpadi, Erode, Madurai and Kachiguda (HYB). Ajanta Express
between Kachiguda and Manmad is the most prestigious train passing
through this station.

The "Janashatabdi Express" is the fastest and most comfortable train option
to and from Mumbai with a total traveling time of 6 1/2 hours. Three
overnight trains and two daytime trains also travel between Mumbai and
Aurangabad.

Aurangabad has more number of trains to HYB than to any other city. Ajanta
Express, Secunderabad Bi-Weekly Express, Kakinada Express, Devagiri
Express, Hyderabad Passenger, Manmad-Kachiguda Passenger, Okha-
Rameswaram Express--all these trains connect AWB with HYB.
 OBJECTIVES OF THE STUDY

1) To search whether Aurangabad market is ready for organized retail.

2) To analyze market potential for organized retailers.

3) To study various services provided by retailers.

4) Satisfaction level of customers.

5) To study market share of organized retailers and unorganized retailers.

6) To define the probable market for a particular product and to find out general
market condition and tendencies.

7) To assess the competitive strength and policies.

8) To study the buying potential & power of consumers.

9) To assess the probable volume for future sales.

10) To know the customer acceptance for organized & unorganized retailers.

11) To formulate all marketing costs, viz.-selling, advertising,

Promotion and distribution cost.

12) To suggest improvable marketing strategies to Vishal Mega

Mart
 IMPORTANCE OF THE PROJECT

As the project was done in relation to retail market of Aurangabad It was

asked to take up a topic that would have helped me to know the reason why
unorganized retailers sales ratio is high compare to other organized retailers in
the market. Therefore my topic was “A STUDY OF MARKETING
STRATEGIES OF RETAIL COMPANIES TO DO BUSINESS IN
AURANGABAD”
The above topic helped me to understand the in and out of selling a
product like FMCG, consumer durables, textile etc to the customer taking into
consideration, likes and dislikes for shopping experience. Various factors such
as product quality, cost, service, durability, convenience etc. affect the
customer psychology while he makes a decision to go for an organized retail.
 LIMITATIONS OF THE STUDY

The limitations of the study were as under:-

1) The study is not the actual representative of the company, as the
question cannot be properly.
2) Secondly the students are not fully aware of the policies and the
working environment, as a result sometimes communication was
not possible.
3) The student sometimes is neglected and proper feedback is not
received from the third parties.
4) At times knowing the actual facts and figures become difficult if
the company follow the policy of non-disclosures of every type of
information.
 INTRODUCTION OF RETAIL INDUSTRY

The retail sector is also one of thee largest worldwide.

The word ‘Retail’ is derived from the French word retailer, meaning to
cut a piece off. Businesses that sell goods and services to consumers are
included in the retail industry. Broadly speaking, the term “retailing” refers to
any activity that involves a sale to an individual customer. Origins of retailing
can be traced to local markets and roaming traders. The product range was
restricted to whatever agricultural produce was made possible by the regional
climate and local manufacturing skills. Enterprising and mobile traders
ventured beyond, to peddle wares perceived by them to be in demand
elsewhere. This tribe of moving traders brought product variety to the markets.
Growth of large-scale retailers was fueled by the rapid spread of
mass production. Brisk industrialization ensured replication of large volume
production techniques. Improved transport facilities enabled retailers to gun for
volume-driven procurement. This set the ball rolling for organized retailing-
targeting economies of scale through bulk purchase and advertising led growth.
With the growth in size, competition, product choice and technology to procure
and manage operations platform. Retail trade plays a very important role in the
economy of a country.
In some parts of the world the retail business is dominated by
smaller family run or regionally targeted stores, but now this market is being
taken over by billion dollars multinational conglomerates like Wal-Mart, Sears,
etc. the larger retailers have managed to set-up huge supply/distribution chains,
inventory management systems, financing pacts, and wide scale marketing
plans.
The retail sector is also one of the largest worldwide. It is the second
largest industry in the US both in terms of number of establishments and
number of employees. It generates $3.8 trn in retail sales annually.
Based on the nature of their retail operations, companies are
grouped into-Retail (Apparel), Retail (Grocers), Retail (pharmacies), Retail
(Department and Discount Stores), etc. The retail industry includes: Variety
stores, Clothing retailers, Specialty retailers, Convenience stores, Grocery
stores, Drug stores, Home furnishing retailers, Consumer electronic retailers,
Auto retailers, and some e-commerce businesses (B2C), direct sales, catalog
and mail order companies, and even seasonal retailers come under this
category.
Most of the present day retail giants started with one store and
progressed to ten stores, or even 100 stores. Sears started as a single store, J.C.
Penney’s, PETMART, Sherwin Williams, Macy’s, Bloomindales, and Lowe’s,
each started as single stores. Wal-Mart started as a single store. It tops the list
as the largest retailer in the world with 2003 sales of $258.68 bn. It employs
more than a million associates and operates discount department stores and
warehouse membership clubs. Its success is widely attributed to its super-
efficient logistics and smart application of IT.
Home Depot, the home improvement retailer, created one of the
most successful value propositions of the 1990’s. It targeted the unmet needs of
do-it-yourselfers seeking value, convenience, selection and advice. The chain
never aspired to offer the lowest price, but focused instead on being the single
destination store. It retained its place as the second-largest US retailer, with
2003 sales of $64.82 bn. The second largest retailer in the world is France’s
Carrefour. Royal A hold is the 3rd largest retailer in the world; it owns several
chains throughout Europe, Asia, and North and South America. It is
headquartered in the Netherlands. Another retailer-Sears is a well-diversified
general merchandiser with interest in realty; credit card, insurance, automobile
services, etc. Nordstrom is a specialty retailer that concentrates mainly in
apparel and accessories for woman, men & children. It operates about 70 large
specialty stores in US. It also operates Accountable Boutique in Europe.
MARKS & SPENCER is a well recognized name in the UK and it has
operations in more than 25 countries. It is one of the leading retailers of
clothing, food, home ware and financial services. It operates more than 600
stores worldwide. It’s not that the industry has only big companies like Wal-
Mart, sear, etc...., but is highly concentrated with small stores. According to a
recent estimate by std and poor’s(S&P), more than 80% of retailers employ less
than 20workers each and they are mainly 1or 2-store setups.
 Vishal Mega Mart

Vishal mega mart started as a humble one store enterprise in 1986 in

Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 183
showrooms in 24 states / 110 cities .India’s first hyper-market has also been
opened for the Indian consumer by Vishal. Situated in the national capital Delhi
this store boasts of the single largest collection of goods and commodities sold
under one roof in India.
The group had a turnover of Rs. 1463.12 million for fiscal 2005, under
the dynamic leadership of Mr. Ram Chandra Agarwal. The group had a
turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for
fiscal2007.
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 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 29, 90, 146 sq. ft. in 24 states across India. Each store gives you
international quality goods and prices hard to match. The cost benefits that is
derived from the large central purchase of goods and services is passed on to
the consumer
 The Founders
Mr.Ramchandra Aggarwal

Mrs.Uma Aggarwal

Mr.Surendra Aggarwal
 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.
Our 10 warehouses cater to 49 showrooms in 37 cities. These have a covered
space of 11, 00,000 sq ft. By the end of March 2007 we will expand our outlets
to 61 companies owned outlets and many franchise operations.

VISHAL Apparels Brand

Vishal Mega Mart is one of India’s fastest growing retail chains. The
chain currently has 32 company stores in 26 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.
 Store Strategy Mix
Retailers can be classified by retail store strategy mix, which is an integrated
combination of hours, location, assortment, service, advertising, and prices etc.
The various categories are:

{A:} Convenience Store: Is generally a well situated, food oriented store with
long operating house and a limited number of items. Consumers use a
convenience store; for fill in items such as bread, milk, eggs, chocolates and
candy etc.

{B:} Super markets: Is a diversified store which sells a broad range of food
and non food items. A supermarket typically carries small house hold
appliances, some apparel items, bakery, film developing, jams, pickles, books,
audio/video CD's etc. The Govt. run Super bazaar and Kendriya Bhandar in
Delhi are good examples of a super market. Similarly in Mumbai, we have
Apna Bazar and Sahakari Bhandar.

{C:} Department Stores: A department store usually sells a general line of

apparel for the family, household linens, home furnishings and appliances.
Large format apparel department stores include Pantaloon, Ebony and Pyramid.
Others in this category are: Shoppers Stop and Westside.
{D:} Specialty Store: Concentrates on the sale of a single line of products or
services, such as Audio equipment, Jewellery, Beauty and Health Care, etc.
Consumers are not confronted with racks of unrelated merchandise. Successful
specialty stores in India include, Music World for audio needs, Tanishq for
Jewellery and Dominos, Smokin Jeo’s and Nirula's for food services.

{E:} Hyper Markets: Is a special kind of combination store which integrates

an economy super market with a discount department store. A hyper market
generally has an ambience which attracts the family as whole. Pantaloon Retail
India Ltd. (PRIL) through its hypermarket "Big Bazaar” “Vishal Mega Mart”
“More” offers products at prices which are 25% - 30% lower than the market
price.
 THE ROLE OF MARKETING IN RETAIL

In order to evaluate the role of Marketing in the area of retail, let us

first start with some of the commonly quoted definitions of the term
“marketing”. Philip Kotler defines Marketing as a societal process by which
individuals and groups obtain what they need want through creating, offering
and freely exchanging products and services of value with others.
The American Marketing Association defines marketing as “the
process of planning and executive the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational goals.”
For these definitions, one can draw the conclusion that marketing has to
do with providing the right product to the consumer, at the right place and time,
which is largely what retailers believe that they are doing. Therefore, what is
the role that marketing can play in a retail organization?
The role of marketing in retail organization is two-fold. The first
role that marketing can play for a retail organization is that of information the
consumer that it exits. The second role that marketing plays for the retailer is
enabling it to get closer to the end consumer.
As the industry evolves and begins to focus on creating an
experience for the end consumer, the elements of the marketing mix become
increasingly important. Technology aids the understanding of consumer needs
and preferences and at the same time, serves as the salient salesmen. Point-of-
purchase (P-O-P) signage and in-store media educate and draw the attention of
the consumers towards a product’s availability and attributes. At a time when
most consumers want more information and when retailers have reduced
staffing levels, Retail Marketing performs a vital service and augments cost-
reduction efforts.
Retail Marketing is one of the few mass advertising media that can
convey the same overall strategic message in differing languages, to varying
audiences in the same village, city or region. Today’s P-O-P displays are easily
assembled, maintain and, at the same time, more powerful in entertaining and
informing in the retail environment.
 RETAIL STRATEGY AND STRUCTURE

Successful retail operations depend largely on two main dimensions: margin

and turnover. How far a retail enterprise can reach in margin and turnover
depends essentially on the type of business (product lines) and the style and
scale of the operations. In addition the turnover also depends upon the
professional competence of the enterprise.
In a given business two retail companies may choose two different margin
levels, and yet both may be successful, provided the strategy and style of
management are appropriate.

{A:} Margin Turnover Model:

Ronald R. Gist "Suggested a conceptual frame work, using margin and
turnover, for understanding the retail structure and evolving a retail strategy."
Margin is defined as the percentage mark tip at which the inventory in the store
is sold and turnover is the number of times the average inventory is sold in a
year. Fig. 2 is a diagrammatic representation of the frame work and can be
applied to almost any type of retail business.
Depending upon the, combination of the two parameters, a retail business will
fall into one of the four quadrants. For instance L-L signifies a position which
is low on both margin and turnover; whereas, H-L indicates high margin and
low turnover.

{B:} Low Margin High Turnover Stores

Such an operation assumes that low price is the most significant determinant of
customer patronage. The stores in this category price their products below the
market level. Marketing communication focuses mainly on price. They provide
very few services; if any, and they normally entail an extra charge whenever
they do. The merchandise in these stores are generally pre-sold or self sold.
This means that the customers buy the product, rather than the store selling
them.
These stores are typically located in isolated locations and usually stock a
wide . range of fast moving goods in several merchandise lines. The inventory
consists of well known brands for which a consumer pull is created by the
manufacturer through national advertising. Local promotion focuses on low
price. Wal-mart in the United States is an example and Pantaloon Chain or
Subhiksha are Indian examples of such stores.

{C:} High Margin Low Turnover

This operation is based on the premise that distinctive merchandise, service and
sales approach are the most important factors for attracting customers. Stores in
this category price their products higher than those in the market, but not
necessarily higher than those in similar outlets. The focus in marketing
communication is on product quality and uniqueness.
Merchandise is primarily sold in store and not pre-sold. These stores provide a
large number of services and sell select, categories of products. They do not
stock national brands which are nationally advertised. Typically, a store in this
category is located in a down town area or a major shopping center. Sales
depends largely on salesmanship and image of the outlet.

{D:} High Margin High Turnover Stores

These stores generally stock a narrow line of products with turnover of
reasonably high frequency. They could be situated in a non commercial area
but not too far from a major thoroughfare. Their locational advantage allows
them to charge a higher price. High over head costs and, low volumes also
necessitate a higher price.

{E:} Low Margin-Low Turnover Stores

Retail enterprises in this category are pushed to maintain low margins because
of price wars. Compounding this problem is the low volume of sales, which is
probably a result of poor management, unsuitable location etc. such businesses,
normally get wiped out over a period of time.
 HYPOTHESIS

 The hyper market and shopping malls are enabling to market the product
throughout the city.

 An extra sale staff is major problem with this shopping mall’s like.

 Due to the wrong selection of location they can not able to attract the
middle class or higher middle class customers.

 Lack of proper advertising.

 Market Competition.

 Poor schemes on products to attract costumers.

  Negligible impact on Mom-and-Pop stores, due to the presence of
organized retailing.

RESEARCH METHODOLOGY

“Systematic and scientific method of collecting new information called

as research methodology.” the research which is doing is an analytical as well
as quantitative type of research.

‘t’ test for comparison of means can be used only when there are two means
will be compared but three or more means are to be compare then on the basis
of mean ‘t’ test can not be used and in such case the techniques of analysis is
useful which is popularly known as analysis of variances.(ANOVA)

Analysis of variance is a statistical technique of parting or dividing total

variance of any given data into number of components and then testing whether
variation due to a particular component is significant or not.

In this study I have selected 3 malls. Which are more than two variables, so
here I cannot use‘t’ test, therefore, I used the analysis of variance(ANOVA)
technique to do comparisons between malls for finding leading malls in
(shopping) marketing sectors on their performance basis.
 PRIMARY DATA

♦ This data collected through the method of questioner.

♦ Questions are open ended.
♦ Sample size is 100.
♦ The primary data is collected through the samples which are conducted by
survey at the Vishal Mega Mart and Aurangabad local retail market.
DATA ANALYSIS FROM RETAILERS
1. Types of shop in Aurangabad?

East

Company outlet
Franchisee
Mega mart
Departmental stores
Multi brand shop
Unorganized retail

2. Your Source of Purchase?

100

80

60

40

20

From Company From Distributor From Wholesaler

3. You order stock on?

 50
40
30
20
10
0
Placing
Order

Weekly Basis Monthly basis

Quarterly basis As per Requirement
4. Do you get discounts or other benefits on your
purchase/procurement??
80

70

60

50
Yes
40
No
30

20

10

0
Yes No

5. Your preferred media for promotional activities?

90

80

70

60

50 Print media
40 Electronic media

30

20

10

0
Print media Electronic media

6. What is your strong point compared to other retailers in the

market?
 60

50

40

30 Series1

20

10

0
Service Price Quality Promotion

7. Which category of products sells the most at your

Outlet/Shop?
45
40
35
30
25
Series1
20
15
10
5
0
FMCGproducts Consumer Textile Food
Durables

8. Did you give any benefits to your employees?

 20%

Yes No

80%

9. Have you carried out any market survey/research to know

about your customers’ needs/feedback?

30%

Yes No

70%

10. Your sales get affected due to Recession?

 35%

Yes No

65%

DATA ANALYSIS FROM CUSTOMERS

1. Family Income (per month):?

 Family Income (per month):

50
45
40
35
30
Family Income (per
25
month):
20
15
10
5
0
Upto 5000 Between Between Above 20000
5000 to 10000 to
10000 20000

2. Name the retail stores which you visit on a regular basis?

VisitingStoresonregular Basis

60

50

40
VisitingStoreson
30
regular Basis
20

10
rt
a
M

0
a
rs

a
c

l
a

a
n

z
g

c
a
a
e

o
B
li
M

L
e
p

ig
R
l

S
a

B
h
is
V

3. Which factor influences your decision about choosing the

retail mall/supermarket you visit?
 F
acto
rsforVisitin
gTh
eMa
rket

45
40
35
30
25 F
actorsfo rVisiting
20 T
heM ark
e t

s
15

in
m
10

-
ts

lk
o
5

a
ts
e

W
m
0

n
o

/
e
fr

it
o
s

is
ti
e

is
r

v
c

D
n

l
v

a
ta

u
A
is

s
a
D

C
4. How often do you visit a retail mall /Supermarket?

Visittoth
eMa
rke
t

35

30

25

20
Visittoth
eMa
rke
t
1
5

1
0

5. What kind of goods do you prefer purchasing from retail

outlets/Supermarkets?
 Goodsprefer topurchasebycustomers

45
40
35
30
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6. Which factor influences your decision about buying items at
the retail malls/supermarkets?

Factors influence on Decision for buying?

35
30
25
20 Factors influence on Decision for
15 buying?

10
5
0
Quality & Brand Advertisements Discount Offers Past Experience
Names with any product
or service

7. Whose Marketing campaigns /Advertisements are better?

Better Advertisements

Malls
Local Retail Shops / Provision Stores

8. Whose services are better?

 Better Service

Malls
Local Retail Shops / Provision Stores

FINDINGS
On the basis of above figures there are some analyses & findings

• The above figures shows, good feedback from customers and

retailers.
• Some high level customers regularly visit to the malls.
• Some middle class & higher class level customers visit to the mall
especially at the time of good offers, and some discounts facilities.
• And some lower class level customers are ready to buy when there
is high percentage of discounts.

Questionnaire for Retailers

Name of the Shop: - _____________________________________________

Address:-_______________________________________________________

Phone No.:-______________________________________________________

Q1. Type of Shop: (Please mark tick on the answer)

Company outlet Franchisee Mega mart

Departmental stores Multi brand shop Unorganized retail

Q2. You are operating Since:

_______________________________________________________________
Q3. Branches in Aurangabad. (If Any)
________________________________________________________________
Q4. Your average daily Counter Collection/ Sales (in Rupees): __________

Q5. Your Source of Purchase:

From Company From Distributor

From Wholesaler

Q6. You order stock on:

Weekly Basis Monthly basis
Quarterly basis As per Requirement

Q7. Do you get discounts or other benefits on your

purchase/procurement?
Yes No

Q8. Details of Promotional Activities carried out by you for attracting

customers?
__________________________________________________________
Q9. Your preferred media for promotional activities:
Print media Electronic media

Q10. What type of benefits do you offer to your customers?

___________________________________________________________
Q11. What is your strong point compared to other retailers in the market?

Service Price
Quality Promotion

Q12. Which category of products sells the most at your Outlet/Shop?

FMCG products Consumer Durables

Textile Food Other

Q13. Did you give any benefits to your employees?

NO YES (Please mention some)
___________________________________________________________
Q14. Have you carried out any market survey/research to know about
your customers’ needs/feedback?

YES NO

Q15. Your sales get affected due to Recession.

YES NO
Q16. Remarks or Feedback, if any:
___________________________________________________________
Signature & Stamp:
Questionnaire for Customers
Name:-_______________________________________________________
Age: - _______________________________________________________

Gender: Male Female

Education: _____________________________________________
Profession: - ___________________________________________________
Address:-_______________________________________________________
Phone No.:-___________________________________________________
Marital status: Single Married

No. of members in your family: Adults: ______________ Children:

_____________
Family Income (per month):
Upto 5000 Between 5000 to 10000
Between 10000 to 20000 Above 20000

Q Please name the retail mall(s) which you visit on a regular basis:
Q1.
Vishal Mega Mart
V Big Bazaar
B S
Spencers M Reliance
More

Q2. Which factor influences your decision about choosing the retail
mall/supermarket you visit?
m
Distance from home Advertisements
D A
D
Discounts Casual visit / Walk-ins

Q How often do you visit a retail mall /Supermarket?

Q3.
D
Daily W
Weekly F
Fortnightly
M
Monthly Only on Offers Rarely
O

Q4. On an average, how much time do you spend in a retail outlet per
v
visit?
Half an hour
H 11-2 hours 22-3 hours More than 3 hours
Q5. What kind of goods do you prefer purchasing from retail
o
outlets/Supermarkets?
Grocery Items
G F
Furniture Home Appliances
Consumer electronics Clothes
C C Financial Products

Q6. Which features / Qualities / Facilities of a retail outlet / Supermarket

do you like the most?
Kindly rank the following according to your order of liking / preferences:
Please write ranks 1-10.

________ ATM/Debit/Credit card facility

________ Information Displays

________ Product Displays

________ Courteous people

________ Variety of products available

________ Discounts/Low Prices

________ Quality of products available

________ Free Home Delivery

Q2. Which factor influences your decision about buying items at the retail
m
malls/supermarkets?
Quality & Brand Names
Q A
Advertisements
Discount Offers
D Past Experience with any product or service

Q Whose Marketing campaigns /Advertisements are better?

Q8.
M
Malls Local Retail Shops / Provision Stores

Q9. Whose services are better?

M
Malls Local Retail Shops / Provision Stores
Q10. How is the product knowledge of the sales staff of retail
outlets/supermarkets?
Good Average Poor

Q11. Remarks or Feedback about

____________________________________________________
Products and Services of Retail Malls:
____________________________________________________

____________________________________________________

Signature of the Respondent:

SUGGESTIONS
The over all performance of Vishal Mega Mart is satisfactory. But, there are
few suggestions, which I would like to put forward.

1: Vishal Mega Mart has to improve on their marketing skills; like emphasis on
paper advertisements, local FM channels and electronic media.

2: Secondly, they have to provide knowledge about each & every products to
their sales executives.

3: For training purpose they should arrange some special recruiting & training
programs.

4: They should improve the range of their products in the Electronic Division.
5: I would also suggest Vishal Mega Mart that their FMCG products are
coming all the way from other cities, so it costs them a lot and I suggest them to
buy the FMCG products from the local producers. It will reduce the
transportation cost and the price of FMCG will can be reduced. And it is
beneficial to the customers also.

6: At the last as they say, Customer is the King, Vishal Mega Mart must
rigorously work on customer satisfaction.

CONCLUSION
I conclude that above suggestions can really drive Vishal Mega Mart and use of
this kind of application shows the capability of the shopping malls towards
capability the services provided to the customers. Introduction of this type of
systems can really be useful in any kind of industry & particularly in shopping
malls, and has made its importance which also helps in making strategies
decisions which in making strategies decision which in turn leads the
organization in the competitive market.
Thus, they can have solution without any kind of communication with the
associates and this kind of application can really raise the awareness of the
retailers to find out where they stand in the marketplace.

Further with the innovation of marketing strategies of malls in deep sense can
also make the hypermarket accurate and more useful in order to develop the
business.

BIBLIOGRAPHY
1} BOOKS OF KOTHARI FOR RESEARCH METHODOLOGY.
2} RETAIL MANAGEMENT FROM (SWAPNA PRADHAN):
3} MARKETING MANAGEMENT, BY PHILIP KOTLER
4} WEBSITES: www.google.co.in
www.vishalmegamart.com

MOHAMMED TAUFEEQ