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INDUSTRY PROFILE
ABSTRACT:-

This paper provides detailed information about the growth of retailing industry in India. It
examines the growing awareness and brand consciousness among people across different socio-
economic classes in India and how the urban and semi-urban retail markets are witnessing
significant growth. It explores the role of the Government of India in the industry growth and
the need for further reforms. In India the vast middle class and its almost untapped retail
industry are the key attractive forces for global retail giants wanting to enter into newer
markets, which in turn will help the India Retail Industry to grow faster. The paper includes
growth of retail sector in India, strategies, strength and opportunities of retail stores, retail
format in India, recent trends, and opportunities and challenges. This paper concludes with the
likely impact of the entry of global players into the Indian retailing industry. It also highlights
the challenges faced by the industry in near future.

INTRODUCTION:-

The India Retail Industry is the largest among all the industries, accounting for over 10 per cent
of the country GDP and around 8 per cent of the employment. The Retail Industry in India has
come forth as one of the most dynamic and fast paced industries with several players entering the
market. But all of them have not yet tasted success because of the heavy initial investments that
are required to break even with other companies and compete with them. The India Retail
Industry is gradually inching its way towards becoming the next boom industry. The total
concept and idea of shopping has undergone an attention drawing change in terms of format and
consumer buying behavior, ushering in a revolution in shopping in India. Modern retailing has
entered into the Retail market in India as is observed in the form of bustling shopping centers,
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multi-storied malls and the huge complexes that offer shopping, entertainment and food all under
one roof.

A large young working population with median age of 24 years, nuclear families in urban areas,
along with increasing workingwomen population and emerging opportunities in the services
sector are going to be the key factors in the growth of the organized Retail sector in India. The
growth pattern in organized retailing and in the consumption made by the Indian population will
follow a rising graph helping the newer businessmen to enter the India Retail Industry.

In India the vast middle class and its almost untapped retail industry are the key attractive forces
for global retail giants wanting to enter into newer markets, which in turn will help the India
Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modern
retail in India could be worth US$ 175-200 billion by 2016. The Food Retail Industry in India
dominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7
billion business, growing at over 20 per cent per year. The future of the India Retail Industry
looks promising with the growing of the market, with the government policies becoming more
favorable and the emerging technologies facilitating operations.

GROWTH OF RETAIL SECTOR IN INDIA:-

Retail and real estate are the two booming sectors of India in the present times. And if industry
experts are to be believed, the prospects of both the sectors are mutually dependent on each
other. Retail, one of India largest industries, has presently emerged as one of the most dynamic
and fast paced industries of our times with several players entering the market.
Accounting for over 10 per cent of the country GDP and around eight per cent of the
employment retailing in India is gradually inching its way toward becoming the next boom
industry.
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RECENT TRENDS:-
Retailing in India is witnessing a huge revamping exercise as can be seen in the graph
India is rated the fifth most attractive emerging retail market: a potential goldmine.
Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade) makes
up 3 percent or US$ 6.4 billion
As per a report by KPMG the annual growth of department stores is estimated at 24%
Ranked second in a Global Retail Development Index of 30 developing countries drawn
up by AT Kearney.
Multiple drivers leading to a consumption boom:
o Favorable demographics
o Growth in income
o Increasing population of women
o Raising aspirations: Value added goods sales
Food and apparel retailing key drivers of growth
Organized retailing in India has been largely an urban
Phenomenon with affluent classes and growing number of double-income households.
More successful in cities in the south and west of India. Reasons range from differences
in consumer buying behavior to cost of real estate and taxation laws.
Rural markets emerging as a huge opportunity for retailers reflected in the share of the
rural market across most categories of consumption.
IT is a tool that has been used by retailers ranging from Amazon.com to eBay to radically
change buying behavior across the globe.





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RETAIL SALES IN INDIA:


THE INDIAN RETAIL SCENE:

India is the country having the most unorganized retail market. Traditionally it is a familys
livelihood, with their shop in the front and house at the back, while they run the retail business.
More than 99% retailers function in less than 500 square feet of shopping space. Global retail
consultants KSA Technopak have estimated that organized retailing in India is expected to touch
Rs 35,000 crore in the year 2005-06. The Indian retail sector is estimated at around Rs 900,000
crore, of which the organized sector accounts for a mere 2 per cent indicating a huge potential
market opportunity that is lying in the waiting for the consumer-savvy organized retailer.

Purchasing power of Indian urban consumer is growing and branded merchandise in categories
like Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery, are slowly
becoming lifestyle products that are widely accepted by the urban Indian consumer. Indian
retailers need to advantage of this growth and aiming to grow, diversify and introduce new
formats have to pay more attention to the brand building process. The emphasis here is on retail
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as a brand rather than retailers selling brands. The focus should be on branding the retail business
itself. In their preparation to face fierce competitive pressure, Indian retailers must come to
recognize the value of building their own stores as brands to reinforce their marketing
positioning, to communicate quality as well as value for money. Sustainable competitive
advantage will be dependent on translating core values combining products, image and
reputation into a coherent retail brand strategy.

There is no doubt that the Indian retail scene is booming. A number of large corporate houses
Tatas, Rahejas, Piramalss, Goenkas have already made their foray into
this arena, with beauty and health stores, supermarkets, self-service music stores, newage book
stores, every-day-low-price stores, computers and peripherals stores, office equipment stores and
home/building construction stores. Today the organized players have attacked every retail
category. The Indian retail scene has witnessed too many players in too short a time, crowding
several categories without looking at their core competencies, or having a well thought out
branding strategy.

STRATEGIES, TRENDS AND OPPORTUNITIES 2007:

Retailing in India is gradually inching its way toward becoming the next boom industry. The
whole concept of shopping has altered in terms of format and consumer buying behavior,
ushering in a revolution in shopping in India. Modern retail has entered India as seen in
sprawling shopping centres, multi-storied malls and huge complexes offer shopping,
entertainment and food all under one roof. The Indian retailing sector is at an inflexion point
where the growth of organized retailing and growth in the consumption by the Indian population
is going to take a higher growth trajectory. The Indian population is witnessing a significant
change in its demographics. A large young working population with median age of 24 years,
nuclear families in urban areas, along with increasing workingwomen population and emerging
opportunities in the services sector are going to be the key growth drivers of the organized retail
sector in India.


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GROWTH OF RETAIL SECTOR IN INDIA:

Retail and real estate are the two booming sectors of India in the present times. And if industry
experts are to be believed, the prospects of both the sectors are mutually dependent on each
other. Retail, one of Indias largest industries, has presently emerged as one of the most
dynamic and fast paced industries of our times with several players entering the market.
Accounting for over 10 per cent of the countrys GDP and around eight per cent of the
employment retailing in India is gradually inching its way toward becoming the next boom
industry.
As the contemporary retail sector in India is reflected in sprawling shopping centers,
multiplex- malls and huge complexes offer shopping, entertainment and food all under one
roof, the concept of shopping has altered in terms of format and consumer buying behavior,
ushering in a revolution in shopping in India. This has also contributed to large-scale
investments in the real estate sector with major national and global players investing in
developing the infrastructure and construction of the retailing business. The trends that are
driving the growth of the retail sector in India are
Low share of organized retailing
Falling real estate prices
Increase in disposable income and customer aspiration
Increase in expenditure for luxury items (CHART)

Another credible factor in the prospects of the retail sector in India is the increase in the
young working population. In India, hefty pay packets, nuclear families in urban areas, along
with increasing working-women population and emerging opportunities in the services sector.
These key factors have been the growth drivers of the organized retail sector in India which
now boast of retailing almost all the preferences of life - Apparel & Accessories, Appliances,
Electronics, Cosmetics and Toiletries, Home & Office Products, Travel and Leisure and many
more. With this the retail sector in India is witnessing rejuvenation as traditional markets
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make way for new formats such as departmental stores, hypermarkets, supermarkets and
specialty stores.

The retailing configuration in India is fast developing as shopping malls are increasingly
becoming familiar in large cities. When it comes to development of retail space specially the
malls, the Tier II cities are no longer behind in the race. If development plans till 2007 is
studied it shows the projection of 220 shopping malls, with 139 malls in metros and the
remaining 81 in the Tier II cities. The government of states like Delhi and National Capital
Region (NCR) are very upbeat about permitting the use of land for commercial development
thus increasing the availability of land for retail space; thus making NCR render to 50% of
the malls in India.

India is being seen as a potential goldmine for retail investors from over the world and latest
research has rated India as the top destination for retailers for an attractive emerging retail
market. Indias vast middle class and its almost untapped retail industry are key attractions
for global retail giants wanting to enter newer markets. Even though India has well over 5
million retail outlets, the country sorely lacks anything that can resemble a retailing industry
in the modern sense of the term. This presents international retailing specialists with a great
opportunity. The organized retail sector is expected to grow stronger than GDP growth in the
next five years driven by changing lifestyles, burgeoning income and favorable demographic
outline.





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INDUSTRY EVOLUTION:
Traditionally retailing in India can be traced to
The emergence of the neighborhood Kirana stores catering to the convenience of
the consumers
Era of government support for rural retail: Indigenous franchise model of store chains run
by Khadi & Village Industries Commission
1980s experienced slow change as India began to open up economy.
Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim
first saw the emergence of retail chains
Later Titan successfully created an organized retailing concept and established a series of
showrooms for its premium watches
The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures
to Pure Retailers.
For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music
World in music; Crossword and Fountainhead in books.
Post 1995 onwards saw an emergence of shopping centers
Mainly in urban areas, with facilities like car parking
Targeted to provide a complete destination experience for all segments of society
Emergence of hyper and super markets trying to provide customer with 3 Vs - Value,
Variety and Volume
Expanding target consumer segment: The Sachet revolution - example of reaching to the
bottom of the pyramid.
At year end of 2000 the size of the Indian organized retail industry is estimated at Rs.
13,000 crore




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RETAILING FORMAT IN INDIA:

Malls:
The largest form of organized retailing today. Located mainly in metro cities, in proximity to
urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under a
common roof. Examples include Shoppers Stop, Piramyd, and Pantaloon.
Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's
Music World and the Times Group's music chain Planet M, are focusing on specific market
segments and have established themselves strongly in their sectors.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP through
selling in bulk reaching economies of scale or excess stock left over at the season. The product
category can range from a variety of perishable/ non-perishable goods.







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Research methodology:-
Technology, customers tastes and preferences play a vital role in todays generation. Research
Methodology is a set of various methods to be followed to find out various informations
regarding market strata of different products. Research Methodology is required in every
industry for acquiring knowledge of their products.

Research objectives

Primary objectives:-
To find out the buying behavior of the customers to Croma and Vijay Sales.

Secondary objectives:-
To determine the current status of Croma and Vijay Sales.
To find out the customers response towards Croma and Vijay Sales.
To study the satisfaction level of customers in different attributes of Croma and Vijay Sales.
To identify main competitors of Croma and Vijay Sales.




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COMPARATIVE STUDY OF
CROMA & VIJAY SALES










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Croma:-
TATA Croma Retail (formerly known as Infiniti Retail Limited) is an Indian retail chain for
consumer electronics and durables. Established in 2006, it is a 100% subsidiary of TATA Sons
Ltd. It offers 6,000 products and 180 brands in eight categories. These categories include Phones,
Camera, Computers, Entertainment, Home Appliance, Kitchen Appliance, Gaming and
Accessories.


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About Croma:-
Indias first national , large format, specialist retail chain for consumer durable & electronics
Croma is owned and run by Infiniti Retail Limited Infiniti Retail a 100% subsidiary of Tata
Sons.
Woolworths Ltd provides technical support and strategic sourcing facilities from its global
network.
The first Croma store was launched in Juhu, Mumbai on
October 9, 2006
Croma has over 180 brands and 6000 products
Plush stores, floor space between 15,0000 to 20,000 sq. feet
15 Stores currently located in 5 cities.
Croma planning to open 100 stores across India.

OBJECTIVES OF STUDY:-
To understand different aspects or the pillars of the modern retail formats.
To learn and study the exact difference between the organized and unorganized formats in
electronics retail.
To analyze the proper attributes that create difference between the two retail chain of the
same categories.
To compare ambiance of two different modern outlets i.e., at Tata Croma and Vijay sales as a
part of strategy to retain and attract the customers.



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Design of store:-
Design of store our stores are large (15,000-20,000 sq ft), well-planned and designed to make
shopping a pleasure. The world class in-store experience is backed by robust after-sales service.
First there was mobile shop then after laptop & then home theatre.

Brand image Brand Philosophy:-
If service wasn't important.
If technology wasn't complex.
If variety wasn't confusing.
We would have no reason to be in business.
We help you buy.


Strength:-
Croma sales people have visited clients' homes to measure the size of their bedrooms and
recommend a TV. They have also visited kitchens to measure the space left by the architect for
the fridge and recommend one accordingly. Croma also makes recommendations, based on the
energy- and water-saving potential of the products.




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Croma products:-
Croma has over180 brands and 6000 products for you to choose from below?
Own brand
Computers
Home appliances
Communication
Gaming
Small applications
Large application
Imaging apart from that Croma, plans to launch new products in rich categories such as
jewellery.

Products:-
Large Appliances- refrigerator, AC washing machine
Small appliances- Microwave woven
Computers- home PCs, laptops
Music and DVD- audios and videos CDs, DVD
Communicators- mobile phone
Imaging- digital camera camcorder
Gaming home entertainment home theatre TV &DVD player.




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Why Croma?

1. Widest range of products:-
Choose from 6000 products across eight categories.
2. We help you buy:-
Sound and knowledgeable advice from well-trained advisors to help you make informed buying
decisions.
3. A name you can trust:-
Croma is promoted by Infiniti Retail Ltd, an initiative of the Tata group, a brand that stands for
trust and reliability globally.
4. Customer commitment:-
Croma not only gives you a world-class shopping experience, but also backs it with great after-
sales service.
5. Great deals and offers:-
Croma periodically offers exciting deals on all your favorite products.
6. A first of its kind:-
Consumer electronics and durable retail is a fragmented segment and has been largely catered to
by regional players.
7. Croma is the first of its kind:-
Large-format, specialist and pan-Indian.

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Infinite retail limited:-
About Infiniti Retail Limited Infiniti Retail Limited is a 100% subsidiary of Tata Sons. The
company has launched Croma, a national chain of mega stores of consumer electronics and
durables. Infiniti Retail Ltd., owns and runs Croma's retail operations in India, while Woolworths
provides technical support and strategic sourcing facilities from its global network. The first
Croma store was launched in Juhu, Mumbai on October 9, 2006. Infiniti Retail Ltd plans to
launch stores across India in the coming months.

Stores of Croma in all over India:-
Delhi NCR
Aurangabad
Hyderabad
Bangalore
Chennai
Gujarat
Pune
Mumbai
Store Formats:-
Croma Stand Alone Stores 15,000 to 20,000 sq. ft.
Croma Stores located in Malls 5000 to 10,000sq. ft.

Store Design Objectives:-
Consistent with retailers image and strategy.
Positive influence on customer satisfaction and purchase behavior.
Cost effective & Flexible
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Outlets of Croma In Mumbai:-
Malad
Santacruz east
Mahim west
Bandra west
Mira road west
Dahisar
CBD belapur
Vile parle
Vashi
Lower parel
Mulund west
Pratiksha Nagar
Planned to open outlet in Thane




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Promotion schemes:-
Exchange schemes for T.V. & small appliance under certain circumstances.
They gives installation to submit payment.
They gives 0% of interest on their product. Promotion schemes.

Product Overview:-
Technology simplifies life. At Croma, we simplify technology. We offer our shoppers one of
widest ranges of products and brands in consumer electronics and durables and a shopping
experience thats truly world-class. You can choose from a number of products across eight
categories. Our trained and knowledgeable advisors will help you arrive at an informed decision
with their personalized advice.
Whether you want to increase your productivity with the latest notebook, tune into your favourite
music on the go, keep your cool in steamy weather with an AC, talk nineteen to the dozen on
your mobile phone or do your laundry in a jiffy with a fully-automatic washing machine, Croma
can help you make the right choice.
Concept:-
The central concept in the Croma store provide wide display of items allow the touch and feel
experience for customers and ensure that trained staff are always there to help customers to make
their right choice.
Ordering process:-
Branch manager pass the order to the head office.
Order according to availability of product
Bring product directly from warehouse.
Twice in a week.
Bring products through contractor.
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Target group:-
Middle class
Upper middle class
High class
Timings:-
Opening Time 12PM
WORKING Lunch Time 8 HOUR
Lunch Time 20 min
Closing time 8 pm
Total Number of staff at Croma:-
2 person were present in counter.
10 staff with red t-shirt & black pant.
One female staff.
Two security guard.

Recommendation:-
They have to low down their price.
They have to increase product categories more than Vijay sales.
Expands their outlets.
Croma store should make some changes with lighting system to make the store look bright.
More counter should be introduced in which cash and card payment counter differently.
Showroom should have more aisle space to move inside.
some offer and advertisement should make, to increase sale
As croma has their own products they should have some pamphlet advertisement.
Ratio of female worker and male worker should be 1:2
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TATA CROMA SWOT ANALYSIS:-

STRENGTH:-
Trusted Brand TATA
Trusted service offered
Strong presence in Indian Market
Attractive promotional offers
Wide reach all over India
Get wide range of products i.e. more than 6000 products.
Give EMI facilities to the customer with down payments of Rs 1****

Weaknesses:-
Still hasn't been able to reach across all major cities.
Faces huge competition.
They dont do advertisement
They dont distribute free pamphlets
No of show room are less
Costs off some products are high.

Threats:-
Croma have tough competitors like next Like Vijay sales, e-zone etc.
International and domestic players entering the market.
Continuous improvement in technology means difficult inventory management.

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Opportunities:-
Opportunity to enter into other services like hypermarket.
Domestic expansion as well as going global.
More advertising to increase brand visibility.
They can increase their no of outlets.
They can invest in advertisement.
They can distribute the free pamphlets.
They can put some hording on roads.


Vision:-
The vision of CROMA is to be the number one in the retail in electronics and durables products
in India, through quality products and delivery services (for larger products e.g... Washing
machine, refrigerator etc) CROMA should imbibe a world class system to bring in delight to all
our associates and the society at large.


Mission:-
The mission of our enterprise is to create unique customer satisfaction through innovation,
quality, productivity , human resources development ,continuously striving for excellence with
pride in our values and confidence in our approach.The overall mission of CROMA is to be the
first choice of the customers.


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Vijay Sales:-




Introduction:-
Vijay Sales is an Indian electronics retail store chain based out of Mumbai. It is headquartered
in Kandivali, Mumbai. Vijay Sales was started as a small TV showroom at Mahim by Nanu
Gupta in 1967. It currently operates 52 stores across the states of Maharashtra, Gujarat
and Delhi. and has more than 9,000 Products to choose and is located in prime location all over
India and has 9 stores in Delhi, 1 store in Gurgaon,4 stores in Ahmedabad, 2 stores in Surat, 17
stores in Mumbai,4 stores in Thane, 2 stores in Kalyan, 2 store in Vasai, 4 stores in Navi
Mumbai, 7 store in Pune, 1 store in Vadodara. Two more stores are going to be open in Nagpur
by 2013.

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History:-
Vijay sales was founded on 1967 as a small Television Showroom by Mr. Nanu Gupta
in Mahim, Mumbai as Vijay Television Store. In 1981 it changed its Name and Corporate
structure to present it. Vijay Sales has long since evolved into one of Mumbais leading chain of
electronic superstores, now having expanded to major cities across India. by 2012 it has Spread
from Mumbai to Pune, Surat, Nagpur, Delhi and all other major cities in India. It has since got
many awards for its service and Goods it has delivered. It has launched a special Apple products
section and stores.

Corporate Structure:-
Vijay sales corporate Headquarters in V Mall Thakur complex, Western Express Highway
(WEH), Kandivali, Mumbai. It is head by Nanu Gupta who is Founder and Chairman of Vijay
sales and is followed by his two sons Nilesh Gupta who is CEO of the company and Ashish
Gupta who is CFO of the company. By March 2012 Vijay sales has more than 3,000 employees
and a well connected supply chain and Warehouses at it disposal. It also maintain an online
Electronic shopping site to stay ahead of its competitors.

About Vijay Sales:-
Vijay Sales (VS, the Company) is the largest retail chain selling electronics, consumer
durables, white goods and appliances. It has its head office at Mumbai, over 60 stores, 5
warehouses across the country. Stores are across Mumbai, Pune, Thane, Ahmedabad, Surat, New
Delhi, Gurgaon, Noida. The Company keeps adding more locations periodically. It has a staff of
over 1500.
VS has been known to be ahead of the rest in adopting technology to manage its business and
improve efficiencies.

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" WINNING DOESEN'T ALWAYS MEAN BEING FIRST,
WINNING MEANS YOU'RE DOING BETTER THAN YOU'VE DONE BEFORE
From Salesman to king of sales










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Software:
Wings software
The company chose Wings Retail Solution consisting of
1. Wings Retail Appliances
2. Wings Accounting
3. Wings Asset and
4. Wings Payroll
The implementation was completed by April 1, 2008 and all systems are live on Wings.












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Purchase



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Deliveries





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Objectives of the study:-
1. To find out the buying behavior of the customers.
2. To determine the current status of Vijay Sales.
3. To find out the customers response towards Vijay Sales.
4. To study the satisfaction level of customers in different attributes of Vijay Sales.
5. To identify main competitors of Vijay Sales.

Retail Philosophy:-
By the people, for the people and of the people retailing involves selling products and services
to consumers for their individual or family use. As the final link between consumers and
manufacturers, retailers are a vital part of the business world. Retailers add value to products by
making it easier for manufactures to sell and consumers to buy.

Design of store:-
Area of 2,000 to 3,000 sq. feet and is set up at a cost of Rs.7 to 8 million for stores.
Design of store-20,000 to 25,000 sq. ft. & investment of Rs.3000 per sq. ft
Super Facility:-
Experience Zones to simulate true-life conditions
Vijay Sales ResQ Online Solution (24*7 hrs)
All the electronic durable under one roof
Extended warranty plans
Easy Home delivery facility
Reliable after sales services
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Business Model:-
Understanding your Requirements.
Product/Service Consulting.
Identify Installation and delivery needs.
Best Fit proposal.

Product Category:-
Mobiles
Cameras
Household electronics
Home appliances,
Computers
Gaming
Office electronics equipment

Mobiles:-
Mobile Phones
Bluetooth Headsets

Cameras:-
Cam cords
Digital Cameras
Digital SLR cameras

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BRANDS FEATURED IN THE STORE:








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Household electronics:-
Audio and video products like TVs, DVD players
Electronic musical instruments
Car audio players
LCD TV
LED TV

Home appliances:-
Washing Machine
Water Purifier
Microwave ovens
Vacuum Cleaners
Refrigerators
Air Conditioners
Air Coolers
Fans
Geysers
DTH






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Computers:-
Desktop
Laptop
Keyboards
Webcam
Printer
Scanners
Computer Process
Antivirus
Ultra books
Notebooks
Tablets

Gaming:-
Gaming Consoles
Games
Latest Video & computer Games

Office electronics equipment:-
Digital Projectors
Office Printers
Fax machines
Photocopiers
Videoconferencing System
Office chairs

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Major Business Locations:-
Hyderabad
Bangalore
Delhi
Mumbai
Chennai







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Outlets of Vijay Sales In Mumbai:-


Suburb Address Phone number
Vijay Sales in Andheri West Infiniti Mall, 1st Floor Lokhandwala 022 26327760
Vijay Sales in Andheri West 1, Abhishek, Plot No.65, S.V. Road 022 26248447
Vijay Sales in Borivali West Plot No.57/2, S.V. Road, Nr. Flyover 022 28021781
Vijay Sales in Chembur Bezzola Complex, Sion Trombay Rd 022 25294622
Vijay Sales in Ghatkopar West L.B.S. Marg, Opp. Shreyas Cinema 022 25003535
Vijay Sales in Goregaon East The Hub Western Express Highway 022 26866217
Vijay Sales in Goregaon West S.V Road, Opp. Filmistan Studio 022 28765234
Vijay Sales in Mahim West 108, Lady Jamshedji Road 022 66227733
Vijay Sales in Opera house 29, Mama Parmanand Road 022 23639210
Vijay Sales in Prabhadevi 384, Veer Savarkar Marg 022 24216010
Vijay Sales in Santacruz West Prime Center, 18, S.V road 022 66941212
Vijay Sales in Sion West Indrapuri Society, Sion Circle 022 66669444
Vijay Sales in Malad West INORBIT Mall, Level 2 022 28710931

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Mission:-
We will be the trendsetters in evolving delivery formats.
Make consumption affordable for all customer segments for classes and for masses.
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.

Vision:-
Vijay Salass vision is to, deliver Everything, Everywhere, Everytime to Every Indian
Consumer in the most profitable manner.
Vijay Sales considers Indian-ness as a core value and its corporate credo is - Rewrite rules,
Retain values.


Strategies for Success:-
To be heard you need to shout rather than rest.
Rewrite rules of games. Keeping
Family income in mind.
Understanding customer behavior.
No forecasting.
Size.
Killing Rumors.


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OBJECTIVES:-
1. To analyze how the mix influence the customer satisfaction level.
2. To determine the current status of Vijay Sales.
3. To study the satisfaction level of customers with regard of Vijay Sales.
4. To find out the buying behavior of the customers coming in to Vijay Sales.
5. To identify main competitors of Vijay Sales with regard to services.

Vijay Sales use 8 golden rules to deal with Customer Services:-
1. Answer the phone.
2. Dont make promise unless you will keep them.
3. Listen to your customer.
4. Deal with complaints.
5. Be helpful.
6. Train your staff to be always helpful, courteous and knowledgeable.
7. Take the extra step.
8. Throw in something extra.


Customer satisfaction in Vijay Sales:-
The degree of customer satisfaction you deliver determines the level of long- term success
you will achieve in business.


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Customer satisfaction their top priority:-
Don't just make sales. Create customers - satisfied customers. In addition to the immediate profit
they provide on the first sale, satisfied customers help you build your business in 2 other
important ways:-
1. They become a reservoir of repeat buyers. For some businesses that means repeat buyers for
more of the same product or service. For every business, it means buyers for additional products
and services.

2. They automatically refer more business to you from their friends and business contacts. This is
highly profitable business for you because it doesn't cost you any time or money to get it.

Customer oriented Strategy:-

Attracting & retaining customers.
1. Uses Non- Traditional Strategy.
2. Used young population as strategic blessing.
3. Attractive Design, interior & good atmosphere.






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Vijay Sales SWOT ANALYSIS:-
1. Strengths:-
Everyday low pricing
Point of purchase
Experience marketing team executive staff
Emphasis on providing total customer satisfaction
Variety of stuff under single roof
Maintain good employee-employer relationship
2. Weakness:-
Failing revenue/sq.ft
Unable to meet store targets
Unavailability of popular brands

3. Opportunities:-
Population of country is growing where the scope of market is kept on increasing for
Retail sector.
Evolving consumer preference
Organized retail presently nearly 5% in India. So it acts as a great opportunities to the
Organization for its growth.
4. Threats:-
Competition from organized retail players which are in market and are emerging.
Competition from local retailers.


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Competitors of Vijay Sales and Croma:







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Branch Description:

1. Branch Manager Chandan Kharat
2. Branches 35
3. No of employee 60(Goregaon hub branch)
4. Employee entry & exit timings: 11:15 am & 9:45 pm
5. Turnover 7 cr or above(Goregaon Hub Branch)


Ordering Process:-
Branch manager pass the order to the head office
Order according to the availability of the products
Bring products directly from warehouse
Twice in a weak
Bring products through contractor



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Warehouse:-
Location:
1. Shivnari
2. Vanduk
3. Bhiwandi

Reason for choosing these location:
1. Because of octroi.
2. Because of low cost of land

Customers:-

Volume of customers:
1. 300 for window shopping
2. 200 confirmed customer
3. Most customers belongs to age of 18-35
4. More sales of laptop, Lcd & mobile




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HR Process:-
1. Most of them are: Graduate & Undergraduate.
2. These are sales executive.
3. Training.
4. Work is being allotted according to the knowledge of employee.
5. HR person select the best person according to their skill.


Future Plans:-
1. Planning to open more outlets
2. Planning to open more braches outside Mumbai
3. Also planning to increase the capacity of warehouse
4. These all shows their sales is increasing





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DATA ANALYSIS


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Questionnaire

Dear Sir/Madam, Please help us in survey process by filling a questionnaire given below. We
will be very thankful for your cooperation.
Name _________________________________________
Age___________________________________________
Profession _____________________________________
Gender __________________________________

1. Which is the first company that comes to mind when you think of electronic retailer?
________________________________________________________________

2. Which store you prefer for electronics purchase?
Vijay Sales
Next
Croma
EZone
Others
Why? _______________________________________

3. How often do you visit a Retail Outlet for shopping?
Once a month
Occasionally
Twice a year
Never
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4. What is more important for making a decision for purchase of Electronic Product?
Design
Quality
Variety
Price


5. How do you rate yourself as:
Brand Loyal
Brand Switcher


6. Would you shift to any other store if they offer discount?
Yes
No
Cant say

7. What type of products do you mostly purchase in Retail Stores?
mobile phone
home PCs, laptops
digital camera camcorder
home theatre TV &DVD player
refrigerator, AC washing machine

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8. What encourages you to select a Retail Store?
Price
product variety
Service
product quality
9. What is your mode of payment in Retail Outlets?

Cash payment

credit card

debit card
10. Kindly rank your experience in Vijay Sales and Croma store on the following:
strongly agree
agree
neutral
disagree
strongly disagree

11. From which source did you come to know about outlet?

Croma Vijay Sales
a) T. V. [ ] a) T. V. [ ]
b) Hoardings [ ] b) Hoardings [ ]
c) Bus paintings [ ] c) Bus paintings [ ]
d) News paper [ ] d) News paper [ ]
e) Other_____________________ e) Other_____________________

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1. Which is the first company that comes to mind when you think of electronic retailer?

Frequency Percent
(%)
Croma 4 20
Vijay Sales 3 15
EZone 5 25
Others 8 40
Total 20 100




Interpretation: From the above graph it interpret that 20% customers go for Croma
Stores,15% for Vijay sales,25% for Ezone, and 40% customers go for other Outlets.

Croma
20%
Vijay Sales
15%
EZone
25%
Others
40%
Frequency of visit
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2. Which store you prefer for electronics purchase?

Frequency Percent
(%)
Vijay Sales 2 10
Croma 4 20
EZone 3 15
Next 3 15
Others 8 40
Total 20 100



Interpretation: From the above graph it interpret that 20% customers go for Croma Stores,10%
for Vijay sales,15% for Ezone, 15% for Next Stores and 40% customers go for other Outlets. it
means mostly customers prefer to visit Other Retail stores for electronic purchase.

Vijay Sales
10%
Croma
20%
EZone
15%
Next
15%
Others
40%
Frequency of visit
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3. How often do you visit a Retail Outlet for shopping?

Frequency Percent
(%)
Occasionally 7 35
Once a month 3 15
Twice a year 5 25
Never 5 25
Total 20 100




Interpretation: From the above graph it interpret that in Retail stores 15% customers visit
monthly, 25% customer visit twice a year, 35% customers visit occasionally and 25% customers
never visit to for shopping, it means mostly customers never visit outlets for purchase their
requirement.
Occasionally
35%
Once a month
15%
Twice a year
25%
Never
25%
Frquency of visit
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4. What is more important for making a decision for purchase of Electronic Product?
Frequency Percent
(%)
Design 4 20
Quality 8 40
Variety 2 10
Price 6 30
Total 20 100




Interpretation: 30% customers said that they influence by Prices provided by Retail stores. 20%
customers said that Design is important whereas 10% said that variety of Product encourages
them, but Product quality is rated at very high that is 40% which encourages the customers to
come to stores.

Design
20%
Quality
40%
Variety
10%
Price
30%
Decision for purchase
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5. How do you rate yourself as:

Frequency Percent
(%)
Brand Loyal 9 45
Brand Switcher 11 55
Total 20 100



Interpretation: from above chart it can be conclude that 45% customer are Brand Loyal and
55% customer are brand switchers in buying process.



Brand Loyal
45%
Brand Switcher
55%
Frequency of visit

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6. Would you shift to any other store if they offer discount?

Frequency Percent
(%)
Yes 16 80
No 3 15
Cant say 1 5
Total 20 100




Interpretation: from above chart it can be conclude that 80% customer can shift to any other
store if they offer discount and 15% customer may not shift and 5% cannot put their view.


80%
15%
5%
Frequency of visit
Yes
No
Cant say
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7. What type of products do you mostly purchase in Retail Stores?

Frequency Percent
(%)
Mobile phone 7 35
Home PCs, laptops 6 30
digital camera camcorder 2 10
home theatre TV &DVD
player
3 15
Refrigerator, AC, washing
machine
2 10
Total 20 100


Interpretation: The above graph shows that 35% of people visit for buying mobile phones.
30% of people visit for PCs and laptops, 15% for TV & DVD player, 10% for Refrigerator, AC,
and washing machine and only 10% visit for digital camera camcorder in Retail Stores.
35%
30%
15%
10%
10%
Frequency of visit
Mobile phone
Home PCs, laptops
home theatre TV &DVD player
Refrigerator, AC, washing
machine
digital camera camcorder
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8. What encourages you to select a Retail Store?
Frequency Percent
(%)
Price 7 35
product variety 2 10
Service 6 30
product quality 5 25
Total 20 100



Interpretation: 30% customers said that they feel good about the service and ambience
provided by Retail stores. 25% customers said that Product quality is important whereas 35%
said that Product price encourages them, Product Variety is rated at very low that is only 10%
which encourages the customers to come to stores.


Price
35%
product variety
10%
Service
30%
product quality
25%
Frequency of visit
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9. What is your mode of payment in Retail Outlets?


Frequency Percent
(%)
Cash
payment
12 60
Credit card 5 25
Debit card 3 15
Total 20 100



Interpretation: As per my study is concerned, out of the total respondents 60% of people make
cash payment in Croma. 25% of them uses credit card as their mode of payment and 15% of the
people makes payment in Retail Outlets through their debit card.

Cash payment
60%
Credit card
25%
Debit card
15%
Frequency of visit
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10. Kindly rank your experience in Vijay Sales and Croma store on the following:

Croma Vijay Sales
Price 9 8
Quality of service 5 4
Varieties of product
Offered
2 3
Availability in
different
States
4 5



Interpretation: from above chart it can be conclude that on price, quality of service, varieties of
product and availability in different States basis Croma is better than Vijay sales.

0
2
4
6
8
10
12
14
Price
Quality of
service
Varieties of
product
Availability in
different
States
Croma
Vijay Sales
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11. From which source did you come to know about outlet?
Croma Vijay Sales
T. V

4 2
Bus paintings

4 3
News paper

6 8
Hoardings

2 4
Other

4 3




Big Bazaar
D-Mart
0
2
4
6
8
T. V
Bus
paintings
News
paper
Hoardings
Other
Big Bazaar
D-Mart
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SUGGESTIONS:

Croma and Vijay Sales should provide large parking space for its customers so that they can
easily park their vehicles.
The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to
Croma and Vijay Sales during those days.
Croma and Vijay Sales should include more of branded products its product category so as to
attract the brand choosy people to come in to Croma.
Croma should keep offers in regular intervals so that there should not be a long term gap,
because offer is the most influencing factor which is responsible for customer purchase
decision
They also concentrate on TV advertisement they should show ads and promotional offers in a
regular interval in languages like Hindi English.
Hoarding should be placed uncovered area.








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LIMITATIONS:
This research is conducted on a 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 that time.
The study was restricted to only the customers of Croma and Vijay Sales.
The time constrain was a limiting factor, as more time was required to carry out study on
other aspects of the topic.
The result and analysis based on the customer survey method and small sample size
has taken only 20.
Findings are related to particular areas
It might be possible that the answers given by the respondents are of biasness.










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CONCLUSION:
Croma & Vijay Sales are a major shopping complex for todays customers. It is a place where
customers find variety of products at a reasonable price. Croma & Vijay Sales has a good
reputation of itself in the market. It has positioned itself in the market as a discounted store. It
holds a huge customer base. The majority of customers belong to middle class family. The youth
generation also likes shopping and moving around Croma & Vijay Sales. Volume sales always
take place in Croma & Vijay Sales. Impulse buying behavior of customers comes in to play most
of the times in Croma & Vijay Sales.
Croma & Vijay Sales is a hypermarket as it provides various kinds of products like Phones,
Computers, Home Appliances, Kitchen Appliances, Cameras, Gaming, Accessories. It competes
with all the specialty stores of different products which provide products at a discounted rate all
throughout the year. It holds a large customer base and it seemed from the study that the
customers are quite satisfied with Croma & Vijay Sales. it seems that there is a vast growth of
Croma & Vijay Sales lying as customers demand; increasing for Croma & Vijay Sales. It has
emerged as a hub of shopping specially for middle class people.
Different types of products wide range is available under one roof. In Delhi it is the middle class
people who mostly do marketing from Croma & Vijay Sales. Even most of the people do their
monthly shopping from Croma & Vijay Sales. People not only visit Croma & Vijay Sales to do
shopping but also visit for outing purpose as it provides a very nice ambience to its customers.
As people go to malls they just tend to move around Croma & Vijay Sales whether it is for
shopping purpose or for outing purpose. Mobile Phones are the products which are demanded
most by the customers of Ahmedabad in Croma & Vijay Sales. The major drawback of Croma &
Vijay Sales is that it lacks in providing enough parking space for their customers. This may
discourage the customers to come to Croma & Vijay Sales and shop as they face difficulty in
parking their vehicles. Even though some customers say that they dont feel problem in parking
their vehicle, it is because of the parking space available to them by the mall. As it is surveyed it
seems that the biggest competitors of Croma & Vijay Sales are the Local stores.