A SUMMER TRAINING PROJECT REPORT

ON
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

Sample may not represent the whole of the population.

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

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

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

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 Designation
Name
Chairman &
Mr. Ram Chandra Agarwal Managing Director
Mrs. Uma Agarwal Executive Director
Mr. Surendra Kumar Agarwal Executive Director

Mr Ritesh Rathi Chief Operating Officer

Mr. Manmohan Agarwal Head– Supply Chain Management

& Men’s Ethnic Apparel
Mr. Deepu Gupta Head – Men’s Apparel

Mr. Sunil Hirawat Head – Accessories

Mr. Deepak Sharma Head – Kids Apparel

Mr. Pawan Agarwal Head – Ladies Apparel

Mr. Ramesh Agarwal Head – FMCG

Mr. Amit Kumar Chaturvedi Head - Finance and Accounts

Mr. Arvind Khemka Head – Projects

Mr. Arun Gupta Company Secretary

Mr. Ambeek Khemka President – Business Development

& Company Affairs
Mr. Mukesh Tyagi Deputy General Manager - Retail
.

Future Strategies

Positioning:

Target Customers
Middle and lower middle class consumer

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

Location Selection
Proximity to target segment
Affordable rentals (avg. rental Rs.32/ Sq. Ft. per month
Good infrastructure facilities

Format:

Store Format
Typical store size: 20,000- 30,000 sq ft
Mainly Standalone Stores
Store Layout
Standard layouts adopted for brand identification and cost control, enhancing
scalability

Customer Service & Sales Promotion

Informed sales assistance, service when needed
Weekly promotional schemes
Introduced 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 PRESENCE

Category Existing stores Proposed stores

TEIR I 7 3
TEIR II 3 1
TEIR III 40 28

TOTAL 50 32

TOTAL SQ. 1,282,056

FEET
 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

7000

6026
6000

5000
Turnover in million

4000

3000
2884

2000
1463

1000
881
500

0
2003 2004 2005 2006 2007
Years
 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 Wear

House 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 design
In 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 study

Universe 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 Method
Both convenience and judgmental sampling was used.

Sample size for study

75 people were surveyed by the questionnaire method.

Data collection techniques

To 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 data
75 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 approach
The 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 Tool
The 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 interpretations

The 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

Frequency of the customer visit to any hyper

store

8%
33% once in a week
twice in a week
once in a month
45% very rarely

14%
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

Rank given by the customers to Spencer's as

preference to visit

69%
1st rank
2nd rank
3rd rank
15% 16%

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

Rank given by the customers to Vishal as

preference to visit

48%
1st rank
17% 2nd rank
3rd rank
35%

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

Rank given by the customers to Big Bazaar as

preference to visit

39%
1st rank
2nd rank
9% 3rd rank
52%

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: Quality
s
E: Ambience F: Extra Benefits

Prioroty of customer while choosing the

shopping store
50

46

35
40

30

20
17 17
13

4
10

Br and I m age Pri ce Ser vi ce Q ual i t y Am bi ence Benef i t s

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

Customer preference to visit for Kids section

18% 14%
Spencer's
Vishal
19% Big Bazaar
No response

49%
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

Customer preference to visit for Women

section

15% 19%
Spencer's
Vishal
Big Bazaar
28% No response

38%
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

Customer preference to visit for Men section

11% 21%
15% Spencer's
Vishal
Big Bazaar
No response

53%
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

Customer preference to visit for Sports

section

12%
30%
Spencer's
Vishal
Big Bazaar
34% No response

24%
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

Customer preference to visit for Utility section

8%
29%
Spencer's
25% Vishal
Big Bazaar
No response

38%
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

Customer preference to visit for Groceries

19% 11%
Spencer's
Vishal
26% Big Bazaar
No response

44%
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

Customer preference to visit for Groceries

8%
28% Spencer's

29% Vishal
Big Bazaar
No response

35%
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

Ease to reach

11%

33%
Big Bazaar
Vishal
Spencer's

56%

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

Qualities which make Vishal better than

50
rest
44

40

30

26

Prices
20

15

11
Quality
10
8
Ambience
Assistance
0

P ric e s Q u a lity A mb ie n c e A ssista n c e C le a n lin e ss

Cleanliness
Location: Ghaziabad
Sample Size: 75
Findings:
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

5% 8%
0%
5%

Very good
Good
36% Average
46% Poor
Very poor
No response

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

Frequency of the customer visit to any hyper

store

very rarely
6
once in a
month 34 No. of
respondents
twice in a
week 11
once in a
week 21
0 10 20 30 40

Location: Ghaziabad
Sample size: 75

Annexure page no. 1

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

Spencer’s Hyper store

Rank given by the customers to Spencer's as

preference to visit

3rd rank 52
3rd rank
2nd rank 11 2nd rank
1st rank
1st rank 12

0 10 20 30 40 50 60

Vishal Mega Mart

Rank given by the customers to Vishal as

preference to visit

3rd rank 13
3rd rank
2nd rank 36 2nd rank
1st rank
1st rank 26

0 10 20 30 40 50 60

Annexure page no. 2 (a)

Big Bazaar

Rank given by the customers to Big Bazaar as

preference to visit

3rd rank 7
3rd rank
2nd rank 29 2nd rank
1st rank
1st rank 39

0 10 20 30 40 50 60

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

Prioroty of customer while choosing the

shopping store
50

46

35
40

30

20
17 17
13

4
10

Br and I m age Pri ce Ser vi ce Q ual i t y Am bi ence Benef i t s

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

Customer preference to visit for Kids section

No
14
response

Big Bazaar 13 No response

Big Bazaar
Vishal 37 Vishal
Spencer's
Spencer's 11

0 10 20 30 40

Location: Ghaziabad
Sample size: 75

Annexure page no. 4(a)

B: Women Section

 Spencer’s Hyper store

  Vishal Mega Mart
 Big Bazaar

Customer preference to visit for Women

section
No
12
response

Big Bazaar 21 No response

Big Bazaar
Vishal 29 Vishal
Spencer's
Spencer's 13

0 10 20 30 40

Location: Ghaziabad
Sample size: 75

Annexure page no. 4 (b)

C: Men Section

 Spencer’s Hyper store

 Vishal Mega Mart
 Big Bazaar
 Customer preference to visit for Men section

No
8
response

Big Bazaar 12 No response

Big Bazaar
Vishal 39 Vishal
Spencer's
Spencer's 16

0 10 20 30 40 50

Location: Ghaziabad
Sample size: 75

Annexure page no. 4 (c)

D: Sports Section

 Spencer’s Hyper store

 Vishal Mega Mart
 Big Bazaar
 Customer preference to visit for Sports
section
No
23
response

Big Bazaar 17 No response

Big Bazaar
Vishal 26 Vishal
Spencer's
Spencer's 9

0 10 20 30

Location: Ghaziabad
Sample size: 75

Annexure page no. 4 (d)

E: Utility Section

 Spencer’s Hyper store

 Vishal Mega Mart
 Big Bazaar
 Customer preference to visit for Utility section

No
22
response

Big Bazaar 28 No response

Big Bazaar
Vishal 19 Vishal
Spencer's
Spencer's 6

0 10 20 30

Location: Ghaziabad
Sample size: 75

Annexure page no. 4 (e)

F: Groceries

 Spencer’s Hyper store

 Vishal Mega Mart
 Big Bazaar
 Customer preference to visit for Groceries

No
13
response

Big Bazaar 34 No response

Big Bazaar
Vishal 20 Vishal
Spencer's
Spencer's 8

0 10 20 30 40

Location: Ghaziabad
Sample size: 75

Annexure page no. 4 (f)

G: Cosmetics

 Spencer’s Hyper store

 Vishal Mega Mart
 Big Bazaar
 Customer preference to visit for Kids section

No
21
response

Big Bazaar 26 No response

Big Bazaar
Vishal 22 Vishal
Spencer's
Spencer's 6

0 10 20 30

Location: Ghaziabad
Sample 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

 Ease to reach

Spencer's 8

Spencer's
Vishal 42
Vishal
Big Bazaar
Big Bazaar 25

0 10 20 30 40 50

Location: Ghaziabad
Sample size: 75

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

No. of Price Ambience Cleanlines Quality Assistanc

respondent s e
s
1 1 1
2 2 1
3 3
4 4
5 5 2
6 6 2
7 7 3
8 8 4
9 9 5 1
10 10
11 3
12 11
13 6 2
14 4
15 7
16 8
17 12
18 9
19 13 5 10
20 6
21 1
22
23
24 14
25
26 4
27
28 5
29 7
30 15 11
31 16
32 17
33 18
34 12
35 19
36 20
37 21
38 2 6
39 22 3
40 23
41 13 7
42
43 14
44 4
45 24
46 25
47 26 15
48 27 16 8
49 28
50
51 29 17
52 30 8
53 9
54 5 18
55 31 10 19
56 20
57 32 6
58 33 11
59 21
60
61 34 22 9
62 35 7
63 36
64 37
65 38
66 39
67 40 12
68 10
69 41 23
70 13 24
71 42 14
72 43 25
73 8 11
74
75 44 15 26
TOTAL 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

No response

4
Ver y poor

0
No response
Poor

4
Very poor
Average

27 Poor
G ood

34 Average
Good
Ver y good

6 Very good

0 10 20 30 40

Location: Ghaziabad
Sample 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. Prasad
Consumer Behaviour C.B. Gupta
Quatitative Techniques Management M.N. Arora