THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

NEW DELHI

THESIS ON

A STUDY OF CUSTOMER PERCEPTION STUDY WITH

RESPECT TO VISHAL MEGA MART
SUBMITTED TO:
PROF. SUMANTA SHARMA
PROF. VIJAY KUMAR BODDU

UNDER THE GUIDANCE OF:

MR. MUKESH JINDAL

SUBMITTED BY:

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ABSTRACT
Retailing is the business where an organization directly sells its products and
services to an end consumer and this is for his personal use. By definition whenever
an organization be it a manufacturing or a whole seller sells directly to the end
consumer it is actually operating in the Retail space. This industry has traveled a
long way from a humble beginning to a situation where worldwide Retail sales is
more than $ 7 Trillion .
Retailing has played a vital role worldwide in increasing productivity across a wide
range of consumer goods and services. The impact can be best felt in countries like
USA ,UK ,Mexico ,Thailand and more recently in China. Economies of countries like
Singapore , Hong Kong and Malaysia are also heavily boosted by the Retail Industry.
It is a changing Industry and old traditional ways of doing business has lost
relevance nowadays. It is an Industry which is heavily dependent on consumer
spending . In this ecosystem consumers play the most important role. As a result of
this, Retailers are continuously challenging themselves to find out ways and means
of identifying customers need . They are busy in devising new strategies to have an
atomic level understanding of consumer demand.

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SIGNATORY PAGE
TO WHOMESOEVER IT MAY CONCERN

This is to confirm that_____________, student of IIPM, NEW DELHI, is doing a live

project(Thesis) on the topic A study of Customer Perception Study With
Respect to Vishal Mega Mart under my guidance and that the work being done by
the candidate is original and is of the standard expected by an MBA student.
May god bless her with all success in her career.

Warm regards

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TOPIC APPROVAL LETTER

TOPIC: A study of Customer Perception Study With Respect to Vishal Mega Mart

INTRODUCTION

My topic is customer perception on strategy followed by Vishal Mega Mart for brand
building. To make a good brand image a company need to make a good strategy and
all aspects of business that affected by that strategy. As we all know customer is the
king of the market the have the right to go anywhere.

A customer thinks very

differently that called consumer behavior. A customer wants to get the full value of
their money whatever he buys he wants full satisfaction from that product and if the
company succeeds to satisfy their customer then the company can easily make their
brand image.

RESEARCH OBJECTIVE

1. Understanding the process by which merchandise buyers make their

decisions and the degree to which their decisions are optimal
2. To understand the role of private labels and their impact on retail sales and
profitability.
3. Brand positioning of Vishal Mega Mart.
4. To find the brand personality of Vishal Mega Mart and its impact on both
merchandise and overall store image across market segment.
5. To compare the sales and profitability of branded and non-branded products
at Vishal.
6. To study the consumer purchasing behaviour.
7. To identify the buying motivation and concerned factors while consumers to
select merchandise at vishal Mega Mart.
8. To study and analyze the customer perception about FMCG Products.
9. To know the effect on sales after advent of organized retailing.
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10. To know the level of customer satisfaction visiting Vishal Retail shops.
11. To study the changing trends in branded retail industry.
12. To analyse the key aspects of apparel branding and retailing.
13. To study the targeting segmenting and positioning in the apparel retail
industry.

HYPOTHESIS

Customer Perception can be changed over the period of time provided with
the good marketing and customer service approach.

Customer perception impact to the balance sheet of the firm.

RESEARCH METHODOLOGY

This include both primary as well as secondary research

PRIMARY RESEARCH: I will collect the data from the customer who is visiting to the store.

SECONDARY RESEARCH: I will collect the Secondary data from the Internet, Book and Journal.

Tool Used:
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Bar Graph , Pie Diagram

Sampling Method:

Random Sampling chosen by the gathering of data ( I will collect the data from 100
individual customer)

Target Audience:

Dealers, Distributors & Marketing manager of the firm

SCOPE OF THE WORK

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP
and around 8 per cent of the employment. Retail sector is one of India's fastest
growing sectors with a 5 per cent compounded annual growth rate. India's huge
middle class base and its untapped retail industry are key attractions for global retail
giants planning to enter newer markets. Driven by changing lifestyles, strong income
growth and favorable demographic patterns, Indian retail is expected to grow 25 per
cent annually. It is expected that retail in India could be worth US$ 175-200 billion by
2016.

JUSTIFICATION OF THE CHOOSING TOPIC

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Today, the role of the distributor as an intermediary has morphed into that of a
'disintermediary'. A distributor plays a virtual role, an almost invisible part of a smooth
supply chain. Third-party logistics providers help ship goods from one part of the
globe to another in a day, while a more customer-centric distribution chain enables
direct

ordering

and

tracking

of

orders

over

the

Internet.

The use of databases, communication systems and the foremost advanced software
are crucial to any supply chain management system. Optimal management of a
supply chain results in revenue enhancement through high customer satisfaction and
repeat sales. Web enabling a supply chain helps connect an enterprise to all its
trading partners taking away all the weak links existing within it.

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ACKNOWLEDGEMENT

It is well-established fact that behind every achievement lays an unfathomable sea of

gratitude to those who have extended their support and without whom the project
would never have come into existence.
I express my gratitude to IIPM, New Delhi for providing me an opportunity to work on
this thesis as a part of the curriculum.
Also, I express my gratitude to Prof. Sumanta Sharma and Prof. Vijay Kumar Boddu
on the completion of my project.

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CONTENT

ABSTRACT........................................................................................ii
SIGNATORY PAGE...........................................................................iii
TOPIC APPROVAL LETTER............................................................iv
ACKNOWLEDGMENT......................................................................v
APPROVED THESIS SYNOPSIS....................................................vii

INTRODUCTION ....................................................................................1
COMPANY PROFILE.............................................................................25

LITERATURE REVIEW.........................................................................41
RESEARCH METHODOLOGY.............................................................57
FINDING AND ANALYSIS.....................................................................59
CONCLUSION......................................................................................71
RECOMMENDATION...........................................................................73
BIBLIOGRAPHY...................................................................................75
ANNEXURE QUESTIONNAIRE........................................................76

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INTRODUCTION
Global Retailing
The top 200 Retailers alone contribute for 30% of worldwide demand. Retail sales is
generally driven by peoples ability (disposable income) and willingness (consumer
confidence) to buy goods and services. Money spent on household consumption
worldwide has increased by 68% between 1980 and 2003. The leader has
unquestionably been the USA where some two-thirds or $ 6.6 trillions out of the $ 10
trillions American economy is consumer spending. Consumers are spending around
$ 3 trillions on discretionary products and services. Retail turnover in the European
Union is around Euros 2000 billion and the average growth in this sector seems to
be following an upward trend. The Asian economies (excluding Japan) are expected
to grow at 6% consistently till 2005-06. Positive forces at work in Retail consumer
markets today include high rates of personal expenditures, low interest rates, low
unemployment and very low inflation. Negative factors that impact retail sales involve
weakening consumer confidence.
Top Retailers of the World:
Rank

Country of Origin

Name

of Formats

Company
1

US

Wal -Mart

Discount, Hyper market,

Supermarket,

Superstore,

Warehouse
2

France

Carrefour

Cash& Carry , Convenience,

Discount,
Supermarket

Netherland

Royal Ahold

Cash and Carry

US

Home Depot

DIY, Specialty

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Hypermarket,

US

Kroger

Convenience,
Specialty,

Discount,
Supermarket,

Warehouse
6

Germany

Metro AG

Cash&

Carry,

Department,

DIY, Hypermarket, Specialty,

Superstore
7

US

Target

Department, Discount

US

Albertsons

Drug, Supermarket,
Warehouse

US

Kmart

Discount, Superstore

10

US

Sears

Department,

Mail

Order,

Specialty

Type of Retailers:
Retail Organizations have shown great variety and different format of stores are
coming up quite rapidly. Generally Retailers can be of six types.
1. Specialty Store
This stores are characterized by narrow product lines but with deep assortments
such as Apparel Stores , Sporting goods store, Furniture store ,Florist and Book
store. Under this also there could be specializations like limited line store ( eg. Mens
clothing store) and Super specialty store (eg. Mens custom shirt store ). Example of
such stores are Athletes foot ,Tall men.
2. Departmental Store
Several Product Lines typically clothing ,home furnishing and household goods
with each line operated as a separate department managed by specialist buyers and
merchandisers Examples Sears, JC Penny , Nordstrom.
3. Supermarkets

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Relatively large ,low cost ,low margin high volume ,self service operation which is
designed to cater total needs for food, laundry, household maintenance products
.Supermarkets earn an average profit of only 1 percent on sales. Example : Safeway,
Kroger.
4. Convenience Store
These are the stores which are relatively small in size and they are located near
residential area , normally remains open seven days a week and carrying a limited
line of high turnover convenience products at slightly high prices. Many have added
take away sandwiches , coffee and pastries. Example : 7-Eleven ,Circle K
5. Discount Stores
Standard merchandise sold at lower prices with lower margin but higher volumes.
Actual discount stores regularly sell merchandise at lower prices and offer mostly
national brands. In Discount retailing , Discount specialty retailing is also present eg.
discount electronic store or discount book store Example : Wal- Mart (all purpose
discount store) , Kmart . Specialty : Crown Bookstore.
6. Off Price Retailers.
Merchandise bought at less than regular wholesale prices and sold at less than retail
prices. Often left over goods , irregulars obtained at reduced prices from
manufacturers and other retailers.
Factory outlets are owned and operated by manufacturers and they normally carry
manufacturers surplus ,discontinued and irregular goods. Example : Mikasa
(Dinnerware ) and Dexter(Shoes).

Characteristics of Retail Industry:

The spectrum of Retail Industry is quite wide in nature. Retail serves consumers
through a small grocery store to a huge departmental store. Retail Industry is heavily
dependent on consumer spending. In fact 2/3 of US GDP is coming from Retail
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business. Retail is the second largest industry in US. It has employed 23 Million
people . During economic slow down consumer spending decreases and it poses
threat to the Retail industry. Consumers confidence is one of the key drivers of the
industry.
Decline in Small Stores
It is observed that small independently owned stores are gradually loosing their
foothold in the market place. These stores are generally called Mom and Pop
stores and they offer limited merchandise to the consumer. These store are facing
stiff competition from the large departmental stores or superstores and in this
process they are closing down their shutters. In many locations the arrival of a
superstore has forced nearby independents out of business. In the book selling
business Barnes & Noble superstore or Borders Books and music usually puts
smaller bookstores out of business.

This is a major characteristic prevailing

worldwide. But it is also true that many small independent outlets still thrive by
knowing their customers better and providing them with more personalized service.
Internet and E-Commerce
Internet the ubiquitous medium has opened a new avenue in front of the Retailers. It
has offered an opportunity to the consumers to shop from the home. As it stands
today overall Retail sales through internet may not be that significant but gradually it
is gaining popularity amongst consumers. Amazon.com is the company which is very
successful in this E commerce domain.
Repositioning of Departmental Stores
The appeal of big departmental store is in the wane and they are trying to reposition
themselves. They are repositioning their product lines to survive in this highly
competitive market eg. A departmental stores which is supplying general
merchandise to the consumer is changing themselves to a giant apparel store.
Rise in Discount stores
Supremacy of Discount store is also one of the distinct characteristics of Retail
Industry today. Discount stores offer money back guarantee, every day low price etc
to lure customers. They also provide floor help and easy access to the merchandise
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to facilitate the consumer. Wal- Mart the worlds largest Retailer comes under this
category of Retail store.
Category Killers
There are Retailers who actually concentrate on one particular product category and
grab a lions share of that market and outperform their competitors. They are called
Category Killers. Toys R Us (Toy market ), Home Depot (Home Improvement) ,
Staples (Office Supplies) are the examples of such Retailers who have grabbed a
major market share in that product category and they have forced a reduction in the
number of players in that product segment. This is also a distinct trend observed in
the current Retail market. Ten years back there were number of players in the toy
market and no one was controlling more than 5% of market share but now the
number of players has come down to six and Toys R Us is enjoying 20% market
share.
Direct Marketing
With the advancement of technology Retailers have found another sales channel
through which they can reach the consumer and this is direct marketing. Direct
marketing has their root in direct mail and catalog marketing (Lands End and LL
Bean). It includes telemarketing, television direct response marketing. (Home
shopping network, QVC) . Although an overwhelming majority of goods and services
is sold through stores, non store Retailing is also growing at a faster rate. Direct
selling is $9 Billion industry with around 600 companies selling door to door. Avon
,Electrolux ,Southwestern company ,Tupperware and Mary key cosmetics are the
examples who have adopted this strategy successfully.
Demographic Changes
Retail industry is impacted by the demographic changes. As a result of this change
taste of the consumer is undergoing a change and it creates a demand for certain
products. World wide Retailers are keeping a close watch on this change and they
are trying to realign themselves with this change.

Mergers and Acquisitions

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Retailers who want to dominate the market place have adopted the strategy of
mergers and acquisitions. This is also one of the distinct trends in Global Retail
Industry today. Instead of achieving an organic growth Retailers can grow
significantly with the help of mergers and acquisitions. This helps them to occupy
more shelf space in the market place. As the volume increases they are establishing
better control over their suppliers and they are reducing the procurement cost and in
that way they are boosting their profitability. This is driven by the economic growth
factors, size ,revenue pattern and the customer demand. Sears and Lands End
merger is one of the significant mergers which has happened in recent times.
Another important example would be Nikes acquisition of Hurley, a well known
surfing brand. This has helped Nike to enter in to a new market segment.
Operational Issues:
In order to survive in this Industry, which is driven by the consumer demand Retailers
need to successfully counter the operational issues. If the Retailers fail to diagnose
and address those operational issues their existence will be jeopardized.
Supply Chain Management and Logistics
The process of getting goods to the customer has been traditionally known as
Physical Distribution. Physical Distribution starts at the factory and it ends at the
store. Nowadays the definition of Physical distribution is expanded and a broader
concept has come which is Supply Chain Management. Ideally Supply Chain
Management encompasses the material flow from suppliers suppliers to the final
destination. Retailers need to have a grip on that whole chain in order to control the
procurement and delivery cost. This will help them to choose the right supplier for the
merchandise. Retailers need to come out of the constricted view about the supply
chain which is viewing the market as a point to point destination, instead they need
to consider the holistic picture which is a part of Market Logistics. Market Logistics
involves physical flow of materials from point of origin to the point where it meets the
customers requirement.
This Demand Chain orientation can help them to cut down the procurement cost to
a great extent. IKEA the global furniture retailing giant has successfully addressed

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this issue and they are able to sell quality furniture at a much lower cost than his
competitors.
Pricing
In Retailing environment pricing has become a burning issue to the retailers.
Customers expectation from a Retail store has become very high and customers are
looking for more and more bargain prices. This situation can be referred as Price
drought . Price deflation is taking hold in the Retail environment and any reduction in
volume is complicating the scenario further. This trend is quite evident in Apparel and
Consumer goods market. Pricing seems to be a key positioning factor and must be
decided in relation to the target market , Assortment mix and competition. Strategic
pricing has become an important strategic tool to the retailers. Airlines Industry
started this strategic pricing technique where the underlying philosophy is not all
consumers want a particular product at the same time and the degree of demand will
also vary. With this idea in mind different consumers are charged different prices for
the same product or service. Retailers need to adopt the right pricing tactics in this
environment of fierce competition. Retail stores markdown the price for some items
to attract people, this is called traffic building. They also run storewide reduction sell.
It is observed that a shoe Retail outlet sells 50% of the product at normal mark up ,
25% of the product at 40% mark up and remaining 25% at cost. Some Retailers
have done away with sales pricing and they are resorting to everyday low price
(EDLP). It leads to lower advertising cost , greater pricing stability and higher Retail
profits. Wal- Mart uses this kind of pricing strategy.
Sales Channels
Design of sales channel is also a key operational issue in todays Retail industry.
Technology has become one indispensable business component and Retailers need
to make use of this successfully. Retailer needs to come out from the mindset of
traditional store retailing and they need to use all available channels to reach a wider
consumer community. Amongst Non store Retail channels Internet and E commerce
is gradually gaining popularity. Consumers do not need to come to store for buying
goods or service they can do that over a click of a button from their drawing room.
Retailers need to derive benefit from that . Marketing through call centre or
catalogue marketing is also an emerging trend . Retailers need to choose sales
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channels carefully and need to use all those channels effectively to acquire more
customer centricity. Ultimate objective here is to offer a consumer a tailor made
shopping experience and to provide more easy access to his product and service
offering.
Strategies in Retail:
A business firm can not travel in an unplanned way . To encounter the business
challenges in a highly competitive environment and to find out a sustainable growth
road map Retailers need to realize the importance of strategic planning. Strategic
planning

can be viewed as a stream of decisions and activities which lead to

Effective business strategies which help the organization to fulfill its

objectives.

Retail landscape is changing rapidly and in this changing economic environment

Retailers need to find out the right strategy which will help them to cope up with this
environment and empowers them to take right decisions for the future. Adopting
correct strategy will help the Retailers to optimize their resources and also it will give
an edge over its competitors. Margin and Turnover are the two important parameters
of Retail Industry and the Retail operations can be classified into four
groups/quadrants.
i)

High Margin and High Turnover eg. a convenience food store

ii)

Low Margin and High Turnover eg. a discount store

iii)

Low Margin Low Turnover i.e .a dying business

iv)

High Margin Low Turnover eg. an up market specialty store.

Retail business needs to formulate the suitable strategy after considering its
strengths and weaknesses. Hence SWOT analysis will be an effective tool in
determining the correct strategy for the particular category of retail business.
IT in Retail:

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Information Technology has become a key business driver in todays world. Retailers
are also trying to reap in the benefits of the technology. Thus technology has become
a critical and competitive tool for surviving in the

business. Retailers are using

software systems to manage and plan their inventory , to reduce the procurement
costs , electronic ordering , electronic fund transfer , e mail communication and for
many other things. IT is poised to take a much bigger role in Retail Industry however
the high implementation cost of IT projects has restricted many Retailers to go for
proper IT solution. IT growth areas in Retail are mentioned below.
Supply Chain Management:
Supply chain is one of the focus areas for the Retailers and immense opportunity of
business process improvement and scope of technological empowerment is there in
this area. In todays tough economic climate customers have become price sensitive
and there is a price draught in the market . Retailers are struggling to control the cost
and in this environment effective Supply Chain Management can act as a big
contributor. It helps them to integrate with their suppliers and through collaborative
planning retailers can reduce the cost. SCM solutions will enable Retailers to track
their inventory movement from suppliers premises to the point of sale. It gives a
better visibility in the area of demand planning, forecasting and inventory
management. Worlds largest Retailer Wal Mart has adopted a state of the art SCM
system which not only tracks the inventory but also it increases the efficiency of the
process. Wal Mart has also introduced the Radio Frequency Identification (RFID) of
merchandise.
CRM
CRM continues to be a growth area for IT in Retail sector. Advancement in this field
helps to maintain sophisticated customer database and systems that can maximize
multi channel returns. This helps the retailers to understand the customers demand
pattern and enables them to offer a tailor made shopping experience.

Internet

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Internet has unfolded lot of opportunities to the Retailers. Retailers can do business
over internet. It can also be used as a communication medium. Successful Retail
community uses internet technology for reliable communication between Retailers ,
customers and suppliers.
Business Intelligence
Business Intelligence is an effective analytical tool which helps the Retailers to
understand the eco system of retail business . It helps the business community to
take mission critical business decisions which will help them to navigate in the right
direction. In todays world

Retailers equipped with such data mining or data

warehousing tool can have the micro level understanding of customer demand.
Retail scenario in India:
Overview :
Economic liberalization has brought about

distinct changes in the life of urban

people in India. A higher income group middle class is emerging in the Indian society.
Demographic changes have also made palpable changes in social culture and
lifestyle . In this environment Indian Retail Industry is witnessing rapid growth . AT
Kearney has ranked India as fifth in terms of Retail attractiveness. The industry has
got tremendous potential but it also requires sufficient capital flow. Current Foreign
Direct Investment policy of Indian Government does not allow any foreign direct
investment in this sector however different global retail players are seriously eying
this market.
Industry Characteristics :
Indian Retail Industry is the largest employer after Agriculture (around 8% of the
population) and it has the highest outlet density in the world however this industry is
still in a very nascent stage. The whole market is mostly unorganized and it is
dominated by fragmented Kirana stores. A poor, supply chain and backward
integration has weakened the whole process. Organized

corporate retailers

contribute only a negligible percentage of the overall retail business. Organized and
trained Retail workforce is not available in India and the overall skill level is low
mainly because of the low maturity level of the Industry.
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Business Opportunities
However India can unveil significant business opportunity to the Retailers. Indian
retail sector is estimated to have a total market size of $ 180 Billion. A McKinsey
report on India says organized retailing would increase the efficiency and productivity
of entire gamut of economic activities, and would help in achieving higher GDP
growth. The factors responsible for the development of the Retail sector in India can
be broadly summarized as follows:
1.

Rising incomes and improvements in infrastructure are enlarging consumer

markets and accelerating the convergence of consumer tastes. Looking at
income classification, the National Council of Applied Economic Research
(NCAER) classified approximately 50% of the Indian population as low
income in 1994-95; this is expected to decline to 17.8% by 2006-07.

2.

Liberalization of the Indian economy which has led to the opening up of the
market for consumer goods has helped the MNC brands like Kellogs,
Unilever, Nestle, etc. to make significant inroads into the vast consumer
market by offering a wide range of choices to the Indian consumers.

3. Shift in consumer demand to foreign brands like McDonalds, Sony,

Panasonic, etc.

Major Retail Players in India:

Retailer

Current Turn Over in Rs. Crore

Pantaloon

700

RPG

550

Shopper Stop

400

Life style

230

Westside

120

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Ebony

85

Piramyd

72

COMPANY PROFILE
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It started as a humble one store enterprise in 1986 in Kolkata(erstwhile, Calcutta) is

today a conglomerate encompassing 132 showrooms in 81 cities / 20 states. Indias
first hyper-market has also been opened for the Indian consumer by Vishal. Situated
in the national capital Delhi this store boasts of the singe largest collection of goods
and commodities sold under one roof in India. The group had a turnover of Rs.
1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra
Aggarwal . The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs.
6026.53 million for fiscal 2007 The groups prime focus is on retailing. The Vishal
stores offer affordable family fashion at prices to suit every pocket. The groups
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 2059292 lac sq. ft. in 18 state across India. Each store
gives you international quality goods and prices hard to match. The cost benefits that
is derived from the large central purchase of goods and services is passed on to the
consumer.
INFRASTRUCTURE
Vishal Retail Ltd. has a factory in Gurgaon, Haryana. This factory has more than
700 imported machines that have a capacity to manufacturer 150000 pieces a
month. The factory occupies 80000 sq ft of covered space. The Vishal group
indirectly gives employment to more than a 1000 people. These people work in
ancillaries that supply finished goods to the company.

They have 10 warehouses

that cater to 132 showrooms in 20 states/81 cities. It is covering about 2059292 sq.
ft. .in 20 state across India.

SWOT ANALYSIS
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Some of the strengths and weaknesses of Vishal Mega Mart are outlined below.
STRENGTHS:
i)

Understanding of the value retail segment

ii)

Supply chain management

iii)

Logistics and distribution network

iv)

Geographical spread

v)

Identifying new locations

vi)

Private labels

vii)

Information technology systems

viii)

Experienced and skilled management team

WEAKNESSES:
i)

Slow performance of the Stores

ii)

Advent of Category Killers.

OPPORTUNITIES:
i)

Increasing penetration in the country by leveraging our supply chain,

distribution and logistics network

ii)

Emphasis on Backward Integration

iii)

Expansion of FMCG

iv)

Procurement from low-cost production centres outside India

v)

Increasing customer satisfaction and our base of loyal customers

vi)

Continue to upgrade information technology systems and processes

vii)

Continue to train employees and seek entrepreneurship from

employees

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THREATS:
i)

Demise of Independent small stores

ii)

Demographic Changes

PRODUCTS

FOODMART

Beverage

Cooked Indian

Cooked Chinese

Drinks

Fruits & Vegetables

BRANDS
Vishal Mega Mart is one of Indias fastest growing retail chains. The chain currently
has 132 company stores in 20 states / 81 cities in India. The Vishal brand is known
for great modern style for men, women and children. Vishal offers high level fashion
styling. Since 1986, their name has been synonymous with quality, value and fashion
integrity. They offer an unparalleled collection of clothes for the entire family. Each
garment is hand selected for quality and contemporary styling. Vishal manufactures
majority of its own garments and out sources some under its direct quality
supervision. This enables them to offer the lowest possible and most reasonable
prices. Their goal is to provide a range of fashion wear to suit every pocket. Their
product mix represents the most current fashion trends in tops, bottoms, formals and
accessories for men, women and kids. Their courteous staff will ensure that
consumers get a perfect fit.

The Popular Brands of Vishal Mega Mart are:

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Zeppelin

Mens Shirts & Trousers

Fizzy Babe

Ladies & Kids Girls

Kitaan Studio

Mens Shirts & Trousers

Jasmine

Ladies & Kids Girls

Blues & Khakis :

Mens Trousers

Zero Degree

Kids Boys

Paranoia

Mens Shirts & T-Shirts

Soil

Mens Shirts

Chlorine

Mens Shirts

Massa Bay

Mens Trousers & Bermudas

Fume

Mens Shirts, T-Shirts, UnderGarments.

QUALITY CONTROL
The dedicated professional Quality Control team of Vishal Mega Mart ensures

the

quality of products. Their quality checks start with basic cloth and accessories and
end with doing a full inspection of the finished items. They believe that Quality
Control is the key to success. Their goal is to give the customer with the best quality
and value for his money.

OPERATIONS BLUEPRINT
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STORE OPENING
Objective:
To open the store:
1. In presence of the authorized personnel.
2. To prepare floor for customer readiness.

CRITICAL ANALYSIS OF VISHAL MEGA MART SUCCESS

In the display of products and visual merchandising standards, thus providing a
common frame of reference to the customer no matter where they shop. To provide
an environment for the customer which is both interesting and easy to shop, which in
turn promotes and encourages multiple and repeat spending. Provide guidelines on
how to launch a promotion and how to launch sale;

press conference; product

launches + Events to be added.

Merchandising principles:
Merchandise on display reflects a good availability of product and sizes.
Merchandise on display at the front of the departments and in focal areas
should reflect the stores and company image and branding strategy.
Where the product is bought in more than one color-way, the full color range
and styles (where possible) is on offer to the customer.
No Kimballs, swing tickets or tags are visible to the eye where possible
these should be concealed inside the product or behind the product display.
No packaging elements such as stuffing, cardboard slips etc are on display.
All lights are properly focused/ angled on the intended display. Ensure that no
lights are out of working order and that the correct bulb color / light emitting
shade is being used e.g bright white light etc.
All signage (POPs) being used is correct for the fixture and display intended.
All promotions are highlighted with the correct price and type of promotion.

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 Except during sale, merchandise is laid out according to the same end use
within the floor layout set-up.
This rule can be broken to create areas of cross merchandising. This is
normally best suited where two products are bought together. Such
adjacencies are where a formal shoe is bought with a pair of formal pants for
example, but it can be as simple as a pair of socks or handbag etc. This is
known as co-ordinated fashion accessorizing.
Depending on the shape and size of the store the fixtures are placed at 90
degrees (perpendicular) to the walls. Should the fixtures be required to be
angled at 45 degrees to accommodate customer flow, this will be conveyed
and decided by HO.
No out of stock signage will be used and in the case where a particular style is
sold out, a duplicate style or a style which is already on display should be
used to fill the space.
All displays should make use of intermittent use of acrylic display stands to
create excitement and highlight a particular style of shoe. Shelf talkers draw
attention to a particular product such as a special price, new line or arrival, a
promotion, end of range, best seller etc.
A fine balance should be achieved in display between not over-displaying the
shelf where the display becomes too busy and cluttered. This will leave the
customer confused with too many decisions to make. Also care should be
taken not to leave the shelf under displayed this will leave the customer
frustrated for lack of choice.
Hanger disciplines should always be maintained. This means that no empty
hangers on the sales floor, that the straight arm has a full size curve on
display, and that the hanger has the correct size indicator for the shoe on
display.
All POP signage must be placed inside an acrylic sleeve / sign holder.

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 Always ensure that the thematic and lifestyle posters on display are the
latest / most recent and up to date, and in line with the marketing calendar
dates and promotions.
No shelf edge labels are to be used.
Most the times there will only be One Facing product on display and no more
than Two Deep at any given time unless displayed on a peg hook with a full
size curve.
Departments, products and brands should be proportionately displayed
according to the sales performance of the merchandise. In other words the
space allocated to a particular department, product or brand should be in
direct proportion to the contribution of the sale of the product to the rest of the
store/brand/department etc.
Sales performance can be analyzed using margins, sales qty, sales value,
clearances, contribution, sales per square feet etc. Comparison of like for like;
actuals vs projected; and comparison of seasons + sale periods of previous
years.
Types of fixtures and where it can be found:
1. Feature tables, nested tables, two and three tier tables.
Normally found as a lead into a department or entry to the store to create an
element of interest and bring the customers attention to the latest newest
styles and fashion or new promotions.
2. Floor and wall Gondolas
Gondolas are normally used to house bulk displays and are more suited to
Hypermarkets and Supermarkets (high volume trading). Gondolas can hold a
full size curve of merchandise by hanging or using shelving.
3. Slotted wall bays with shelves, (or slat walls with slats and pegs).
All wall space is premium display area. The perimeter walls should house the
best, newest and most popular brands and styles. The wall bay is normally
highlighted with the brand signage and sometimes a mood poster. Slat walls
are ideal for accessories.

4. Feature walls
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These are found in-between the normal slotted bay / shelved wall and acts as
a break or breathing space from one sub department to the next. These areas
are normally housed quite light in stocks and have the very latest designs and
fashion to highlight to the customer in order to get the customers attention due
to the price point or styling of the shoe/bag.
5. Hot spots, primary focal areas
These are found at junctions where two departments meet, or an area of high
traffic flow such as a column, a feature wall or a main walk-way. Hot spots
normally have a strong visual presence such as in apparel where a
mannequin is on display. This can be achieved in footwear by creating a
focused area such as a range of ladies casual boots all brought together in
one compact space. Mixing of brands is acceptable when done in this
instance only.
6. Secondary focal areas
These areas are used primarily for end of sale periods, end of range lines,
older stocks and less popular merchandise or broken ranges. Care should be
taken to move older stocks to these areas when new stocks arrive in the
store. End of ranges is the last of the best sellers and should be signaged
accordingly.
Window layout:
Window displays must always show the newest and latest trends (except of
course when on sale).
Windows should be changed regularly at least once a week and preferably
twice weekly if new arrivals and promotions provide enough variety.
The latest posters and promotions must be kept on display for the period
stipulated only.
Pricing should always be prominent and easily identifiable.
Run a story or a theme in the window ensuring that the products are available
in the store do not haphazardly place different items and lifestyles. A
focused window could be a display of kids shoes for back to school. Or a
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summer holiday window promoting mens sandals. Or sports window

promoting the various types of running shoes on offer in the store etc etc.
Sale, promotions and pricing:
Promotions will be advised by H/O through the Promotional Advice document.
This document will give detail on the promotion start dates, end dates, what
type of product will be on promotion, what type and quantity of POPs to use
and where, the layout and positioning of the promo, and specific selling
instructions.
Promotions will occur on a weekly / monthly basis depending on the need and
requirement.
Once the promotional advice arrives the store person responsible (CSA /DM)
should check on stock and promotional material arrival dates and qualities are
correct.
If the stock and promotion material does not arrive on time, it should be
followed up with the category and marketing team at HO.
The promotion should launch on the specified time and date no sooner or
later.
Launch the promotion either the evening before the launch after store closure,
or the same day a couple of hours before the store opens.
Stock levels during the promotion must be carefully monitored and re-orders
requested or placed if available.
All staff should be aware of the promo in the store and know the offer and
pricing of the promotions.
Promotions should always be placed in a position of prominence. Promotions
should be placed on nested tables at the front of a department, on hot spots,
focal areas, (gondola ends). The promotions can be run on perimeter walls as
well in the case of large promos such as the launch of sale etc.
Always use signage to highlight a sale and promotion. There should be high
visibility of both signage and stock when on promotion. Shelf talkers, banners,
posters, in strategic positions put in both acrylic sleeves and clip poster
holders to be used or back lit light boxes.

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 Only use danglers during sales or promotions to avoid too much clutter and
follow the strict guidelines from marketing on placement positions + quantity
+ standard sizing.
Ensure the correct prices are used to promote the product. This need to be
double checked against the price promotion list / price look up file / markdown
report.
All new products arriving at the store should be checked that they are carrying
the correct barcode label and price. This can be cross checked by scanning
the article at the time of receiving as well as at the POS to be sure of the
latest pricing for the item. (this is done in the price look up file menu).
Once the promo ends, and if the promotion is not to be re-launched or run
again the promotional material should be destroyed. If the promo is to be rerun the promo material should be kept safe till the next promo launch date.
Stores to advise before a new promo if they need extras or resending new
quantities.
At the end of the promo if there is stock left over ensure that it is worked
back into the floor stock. If the promo has sold old out before time or the
promo has ended place regular stocks as per the plan-o-gram back in
position.
Stores will be notified of sales well in advance and this will be according to the
marketing and promotional calendar.
Sale markdown price look up file (price report) can be downloaded by stores a
couple of days prior to the sale / promo launch so that the store can ready
itself and prepare for the sale launch.
Once the staff receives the markdown schedule / price report they will identify
the stock in their department and isolate the stock to prepare the stocks for
the sale. If the markdown is a seasonal markdown and the volumes of stock
are high, the marking down and moving of products should be done on the
floor after the store is closed but before the launch.
Temporary price changes should be indicated via a printed shelf talker. This
can be indicated either as a percentage-off the price such as 20% off, or it
can be a price indicator such as Now Only Rs299. A swing ticket which gives
the was/now price should also be attached to the product. The was/now ticket
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will be handwritten with the old price and the new price. This procedure is
done for all temporary markdowns.
Where there is a permanent markdown, the new price should be indicated
using a Meto gun label and stuck to the swing tag taking care not to conceal
any detail on the barcode.
If there is a change to the article detail or where a product has a damaged or
lost barcode a new replacement barcode / swing ticket will be required to be
printed and attached to the item.
Any old barcodes removed / replaced by a new barcode should be stapled to
the price change report and handed in to the admin manager for filing and
checking.
The shelf talkers can be put on top of floor gondolas / fixtures, attached to the
shelf edge or displayed on top of the shelf itself / display stands
Sale items will be displayed within the sub department / brand area and will
be by price point within a particular brick.
Sale when launched will take priority and will be up front in the store
/department.
When the store is on sale, all temporary signage should be removed from the
floor and only Sale signs should be visible or on display.
As sale stock levels decrease and during further reductions and final
clearances the sale will be moved to a secondary position.
The signage must be changed during further reductions and final clearance to
reflect accordingly.
Once sales ends the signage must be taken down and the floor returned to a
steady state of normal trade. This will involve putting all full priced products in
its proper positions according to the most recent plan-o-gram or layout.
Where the stores stock levels are exceptionally low stock should be spread
out evenly but where it is not possible to make an adequate display
management may take a decision to remove one or two fixtures from the floor
and spread out the floor fixtures. This is the exception to the rule of course.
All brands running promotions will supply approved promotional material /
signage for the category, and it must be to our size and specification.
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PROCESS DESCRIPTION
The front/back office door of the store has to be opened by the designated
management one hour before the store opening time for the customers, in the
presence of the security personnel.
Only the designated manager / management team can open the store. No other
person will be allowed to open the store, unless otherwise sanctioned.
The schedule for executives of the store needs to be drawn two weeks in
advance, the schedule needs to be made and be available with the Security and
all concerned. A copy of this list is to be pasted in the Security Area outside the
Staff Entrance. In case any change is to be made in the schedule, it needs to be
sanctioned by the Store head.
The designated owner or the business manager opening the store has to check
the locks for the security seal and for any tampering (attempts to break the lock).
In case the seal is secure, the lock is opened. If it is found tampered, the lock
must be opened in the presence of the security personnel and the store, safe,
merchandise and valuables checked for theft. This must be reported to the
Territory Head immediately for follow-up.
Once the front/back door is opened, the back office lights have to be switched on.
The Security Officer and the designated manager sign on the Store Opening
Register (Refer to the table below)
Date

Time

Name

Remarks

Signature

Operations
Security 1
Security 2

The Security Officer and the designated manager carry out the check as per the
checklist mentioned in the Store Opening Security Checklist (Refer to the table
below)
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Daily Store Opening Security Checklist:

Particulars

Remarks

Checkpoint
Staff Entrance (if applicable)
Customer Entrance
Emergency Exit
Generator Room (if applicable)
Security / server Room (if applicable)
Cash Counter
Back Store Entrance (if applicable)
Miscellaneous
Disarming of Security System
Fire Extinguishers in Position
Water taps check / Toilet
Emergency PA System Check
Safe
Admin office
Gift voucher cupboard etc
Stock on floor

If they find any abnormality as per their Checklist, it is noted on the Remarks
Columns
He has to switch on the lights and the AC of the server room.
He has to then switch on the UPS machines, the server and monitor and Do Start
of Day + print reports.
Action + file reports.
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 When the above activity is taking place, no other computer can be switched on.
The department owner along with the security personnel has to check the seal on
the safe, where the previous day's cash is deposited, for any disturbance or
tampering. (not applicable for time delay safes).
All Employees while entering will swipe their identity cards in the machine and
enter the attendance register. All the CSAs / support staff have to report for work,
half an hour (approx) before the store opening.
The designated department owner/store manager has to then take a round of the
store and thoroughly check the store for any disturbances. He/she also has to
check for any damages regards to racks, signages, coffee table, chairs/tables,
shopping bags, trolleys etc. that might need repairing or replacement.
Replenishment, filling up, department / plan-o-gram changes, promotions for the
day, windows etc need to be made / implemented before opening.
The security has to prepare the following checklist as part and parcel of his duty
performance
TASK - Security

PERFORMED

Store Opening. Lock/seal check of the back office door &

front door.
Check to ensure No smoking is permitted in store premises
Checking of all CSAs entering and exiting the store.
Checking of goods entering into the store (goods meant for
exchange, merchandise, non trading goods, capex items, etc)
Checking of goods exiting the store (purchase returns, etc)
Responsible for all customer belongings deposited at the
baggage counter. (if applicable)
Security to check sales floor + BOH for people hiding in the
store; items kept behind by someone which may constitute a
threat or risk to store + staff security.

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START OF DAY PROCEDURES

Objective:
To ensure all administrative procedures run and are implemented before store
opens:

Procedure must be done by administrative manager or store management

Must be done before store opens

PROCESS DESCRIPTION
The main administrative terminal must be opened and start of day is run
This ensures that the system is reset for the new trading day and all reports for
the previous day are run and printed.
Reports to be generated
The following store reports must be run before the store opens:
Previous days sales report
Previous days over / under rings
Banking totals and bank deposit slips
Over / Under banking totals
Sensitive transactions report and gift vouchers reconciliation
Price discrepancy report and new updated price file
Petty cash totals
Salaries report paid by store for casuals / contractors
Stock report across all departments (closing and opening stock on hand)
Loyalty card members report

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 Repairs / Lay-byes report

Branch expense and profit report
Markdown file (if applicable) and price report
Action to be taken

All manual transactions from the previous day must be captured, before start
of day but ideally before store closure the evening before. (Manual
transactions; 2x persons involved + managers authority)

Cash count reconciliation and float check to be done

Any stock counts done and adjustments made accordingly and recorded

All markdowns whether temporary or permanent are required to be action-ed

and price changes implemented.

New price signages in place as per above

All sensitive transaction dockets must be cross checked against the report for
authenticity and management authorization

Stock requests, stock shortages or over-stocks to be action-ed accordingly

All RTMs, including manufacturer faults and product recalls to be action-ed

All received stock to be entered into the system and IBTs transferred or
acknowledged what ever may be the case.

Store turnover, sales associates targets, to be captured in the store ops

file/daily enclosure.

Store and staff targets issued

Store staffing schedule checked in accordance with the staff roster and
available budgets.

Branch expense report generated and checked for variances to budget

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Basic Store Opening procedures:

Complete banking for previous day

Issue floats to cashiers

Replenish floor from BOH. Ensure all styles on display. All size curves
represented.

Check promotions for the day and staff understanding

Check prices, and update or change where necessary

Stock rotation if necessary

Clean fixtures / departments

Ensure all POS have bags, till rolls etc

Implement new promotions and displays

Update all signages

Analyze sales and stock reports

Issue sales targets

Check adequate staffing. Check dress code.

Conduct any relevant in store training before opening

Receive stock from DC

Return RTMs to vendor

Conduct Stock counts on specified days

Check lights are working and correctly positioned

Complete any bulk RTMs / customer complaints

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STORE READYING PROCESS

Objective:
To ensure all systems at the premises are in a working condition before store
opening for the customer.
Process:
The housekeeping has to start work one-hour before the store opens.
Housekeeping Checklist must be signed by the store manager.

TASK - Housekeeping

9.00 AM

1.00 PM

5.00 PM

Check Point

Check Point

Check Point

Door Mats, Door Handles &

Door

Cleaned.

Ladies/

mens toilet, front door, back

door etc
Mopping of Floors
Emptying/

Cleaning

of

dustbins
Cleaning of cash counters
Cleaning

of

Baggage

Counter
AC ducts grills cleaned
Dusting/ Checking of Cob
webs

at

corners

and

ceilings
Spraying freshners
Fire Exits Cleaned
Cleaning and Drying Toilets
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Cleaning of Staff Room

Wiping down of all surfaces
+ glass
Empty shoe boxes/unused
required to be thrown away
Task performed by: Name
and
Store Manager's Signature:

The maintenance department has to cover all the checks required, half an hour
before the store opening, to ensure that the store is ready for opening.

TASK Maintenance Team

PERFORMED (Twice
a day)

Checking the Glass (sliding ) Door or roller shutter is

working
Checking of all lights daily.
Checking PA System volume
Checking of lighting, fused lamps and change.
Checking of Air Conditioning system. To switch on the
same, 20 minutes before the store opens. To check the
temperature levels in the store, every two hours, to
ensure that the air conditioning is functioning in its
optimum capacity maintained at approx 22*c.
Checking the music system & speakers.

Checking for water leakage on ceiling, walls, taps &

flush.

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Checking whether the flush in the toilet is functioning

right.
Checking whether the wheels of the trolleys are smooth
and working.
Query POS Table Cleanliness
Checking the EPBAX phone system.
Checking whether the telephones are changed from the
night answering mode to the day mode.
Checking Fire Exits; and fire extinguishes are in place +
working conditions
Other:

Task performed by: Name

Store Managers Signature:
Store Managers Checklist to be done before the store opens
DAILY STORE CHECK LIST Store Manager
DATE :Store Location :
DETAILS

Mo Tue Wed Th Fri Sat Su

1.Signages & Communication

Outdoor signboard in good condition
Signages & Acrylics in place
Correct & concise signages in place
Is the latest communication up regarding events etc?
New & Noteworthy items are highlighted
Bestsellers are highlighted
Events & Promotion Posters are up
Are Section & Sub Section Signages in place?
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Store Policies & Services backdrop in place

2.Maintenance Related
Are Glass surfaces clean?
Is the Floor clean?
Is the Ceiling clean?
Are the Toilets clean?
Are

the

A/Cs

working

and

right

temperature

maintained?
Is the Music playing at right levels? Right type of
music?(Only CDs issued by H/O to be used.
Is the baggage counter maintained well? (if
applicable)

3.Products
Are the Products properly merchandised?
Is the merchandise clean & surfaces clean where
required?
Are all sides seen by customers well presented?
Are depts correctly positioned / presented / as well
as fixtures etc

4.People
Are all the staff in uniform?
Are all the staff wearing Badges?
Are the grooming standards being maintained?
Are

the

attendance

&

statutory registers

being

maintained?
Are
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files

being

maintained?
Is

the

shift

schedule

&

monthly

roster

being

maintained?
Are all the sections being adequately manned?
Regular training on product knowledge

and service being

conducted?
Grooming standards of security
Greeting and communication of security
Vendor

records

kept

checked

(ito

concessionaire)
Check overtime schedule is correct
5.Lighting & Fixtures
Layout as per plan
Are all lights working and properly focused?
Are the floor display stools in good condition?
Are the fixtures as per plan?
6.Instore Services
Is the Customer complaint book being maintained?
What is the Status on Customer feedback forms?
Are repairs being followed up?
7. Store Consumables
Are all the following consumables available & as per std
requirements
POS Dockets
Gift Tags
Visiting Cards
Suggestion Cards
Carry Bags

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Bills , till rolls / EFT slips etc

Wrapping Papers
Rewards enrolment form
Gift Vouchers & Envelopes

The CSAs have to report to work half-hour before the store opening time
TASK CSAs LIST

PERFORMED

Shelves, racks and fixtures are dust free.

The items are dust free.
Items are neatly arranged in a logical format on the
shelves as per required layout display format.
All the items are in their respective sections/subsections.
All the Signages are in place.
New arrivals & Best selling items are placed up front
Merchandise displayed on the floor/shelves/fixtures is
properly arranged and tagged. Price tags + (security
tags) correct and in place.
Housekeeping in the section in place.
Monitor the levels of pilferage & shrinkage.
Shopping bags & (trolleys) are in place.
No cartons or merchandise bins lying on the floor or
empties
Fixtures alignment are correct
The CSAs then proceed to ready the floor for selling to customers.

It is the responsibility of the designated department/store manager to check

against the checklist provided for housekeeping and maintenance, whether all the
activities listed within have been carried out successfully. A register for the same
has to be maintained and the same has to be signed by the Business Manager.
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TASKS TO BE PERFORMED STORE MANAGEMENT / BMs /DMs

/Supervisors
Monitor the Reporting time of the CSAs.

Rescheduling of CSAs if any of them are absent from work.

Monitor the floor etiquette practiced by the CSAs
Grooming standards of CSAs
Overall Cleanliness standards in the store (housekeeping maintenance). Check
against the checklist and identify any discrepancies.
Check the Visual merchandising in the store, Merchandising, Product Availability
+ correctness.
Interacting with Customers and understanding their needs and expectations.
Regularly analyze the customer feedback forms, and determine the corrective
course of action. It is critical to respond to customers providing constructive
feedback using a pre-formatted letter.
Sort out problems amongst CSAs. Staff in general.
Discuss Service Issues with CSAs and sort them out.
Monitor Walk-in's and conversion rates.
Create the daily sales report & mail it to the BM
Monitor competition on regular basis.
Initiate ideas & actions plans, to increase walk-ins, conversion rates and the
overall sales of the store.
Complete security check / audit list and all things attached to it.

The security personnel have to sign the attendance register, when they report
to work as well as when they are leaving (this would be critical as they are
paid overtime for extra working hours). If the security person has worked

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overtime, he has to enter the reason for the same and the name of authorized
personnel who has approved the same, in the register.
The department owner has to ensure that all CSAs meticulously follow the
grooming standards
The designated department owner has to then switch on the POS machines at
the cash counter. If there is any problem, which can't be sorted out, the
department owner has to ensure that the required help (IT) is called in to sort out
the problem, and the system is up & ready when the store opens to the customer.
If the problem cannot be sorted out, the billing has to be done manually, till the
system is corrected. Follow manual procedures, and capture in the POs same day
and before end of day if possible.
Half-hour before the store opens for the customers, the tea vending machine
located at the back-office has to be switched on. The same has to be switched off
after all the associates of the shift have served themselves.
Twenty minutes before the store opens to the customers, the lights and the Air
Conditioning of the entire store has to be switched on.
The designated department owner / Store Manager has to conduct a morning
meeting everyday, with all the customer service associates, wherein the previous
days sales figures, conversion rate, walk-ins have to be discussed. If there are
any customer complaints/specific issues the same have to be discussed during
this meeting. For the associates coming in the second shift, they have to be
addressed in the evening by the department owner in charge of the second shift.
Designated days for specific identified training needs to also do.
It is critical for the store manager to conduct a meeting once a week with all the
associates of the store, including the back office personnel. This meeting would
essentially serve as a forum, wherein all the associates can come together and
voice out their issues and problems, which have to be addressed and sorted out
by the manager.

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The store has to be neat, clean and in order, at the time when it is opened to the
customer.

LITRATURE REVIEW
In the background of high consumerism and income of the urban consumers, in
recent year there are a number of companies have expressed their interest towards
retail sector outlets. As a result numbers of shopping malls have started their
operations in metro and urban areas. Pantaloon, big bazaar, Vishal Mega Mart,
Reliance Fresh are the best known examples of retail sector outlets in India.Retailing
is the interface between the producer and the individual consumer buying for
personal consumption. This excludes direct interface between the manufacturer and
institutional buyers such as the government and other bulk customers. A retailer is
one who stocks the producers goods and is involved in the act of selling it to the
individual consumer, at a margin of profit. As such, retailing is the last link that
connects the individual consumer with the manufacturing and distribution chain.
Some of the key features of retailing include

Selling directly to customers with out having any intermediaries

Selling in smaller units / quantities, breaking the bulk

Present in neighborhood or in the location which is quite convenient to the

customers.

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Very high in numbers

Recognized by their service levels

Fitting any size and or location

It is assumed that due to the entry of a number of retail outlets in the urban and semi
urban areas, the mindset of the existing customers have undergone drastic changes.
Besides it is also reported that the traditional retailing such an age old Grocery shops
have directly faced competition with the organized retailing sector. In some parts of
the country, it is reported that the traditional retails are resisting the entry of
organized shopping malls. For instance the traditional retails of Bhubaneswar with
the active support of the consumers at large didnt allow reliance Fresh to start outlet
initially.

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.

RETAIL
SALES

IN

INDIA

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GROWTH FACTOR FOR INDIAN ORGANIZED RETAIL INDUSTRY

India's economy is booming, due to so many economic reforms.

the rise in the working population which is young and reduction of the
unemployment rate.

pay- packets which are hefty, and having a huge package of salary package.

more nuclear families in urban areas

rise in the number of working women

more disposable income and customer aspiration

western influenced life style is adopted by all the people.

growth in expenditure for luxury items increases.

GROWTH OF RETAIL INDUSTRY:

Growth of Retail Companies in India exhibits the boom in the retail industry in India
over the years. The increase in the purchasing power of the Indian middle classes
and the influx of the foreign investments has been encouraging in the Growth of
Retail Companies in India.
Reason for the growth of retail industry is
Existing Indian middle classes with an increased purchasing power
Rise of upcoming business sectors like the IT and engineering firms
Change in the taste and attitude of the Indians
Effect of globalization
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 Heavy influx of FDI in the retail sectors in India

TYPES OF RETAIL
The retail industry is divided into organized and unorganized sectors. Organized
retailing refers to trading activities undertaken by licensed retailers, that is, those
who are registered for sales tax, income tax, etc. These include the corporatebacked hypermarkets and retail chains, and also the privately owned large retail
businesses. Unorganized retailing, on the other hand, refers to the traditional formats
of low-cost retailing, for example, the local kirana shops, owner manned general
stores, paan/beedi shops, convenience stores, hand cart and pavement vendors,
etc.
Retailing Formats 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,
Vishal Mega Mart, India bulls, Pantaloon.
Specialty Store
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
good
Department Stores
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Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. Further classified into localized departments such as clothing, toys, home,
groceries, etc. Departmental Stores are expected to take over the apparel business
from exclusive brand showrooms. Among these, the biggest success is K Raheja's
Shoppers Stop, Vishal Mega Mart and now has more than seven large stores (over
30,000 sq. ft) across India and even has its own in store brand for clothes.
Hyper Markets / Super Markets
Large self service outlets, catering to varied shopper needs are termed as
Supermarkets. These are located in or near residential high streets. These stores
today contribute to 30% of all food & grocery organized retail sales. Super Markets
can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft
and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong
focus on food & grocery and personal sales.
Convenience Stores
These are relatively small stores 400-2,000 sq. feet located near residential areas.
They stock a limited range of high-turnover convenience products and are usually
open for extended periods during the day, seven days a week. Prices are slightly
higher due to the convenience premium.
MBOs
Multi Brand outlets, also known as Category Killers, offer several brands across a
single product category. These usually do well in busy market places and Metros.
Berhampur is an important town in the Southern part of Orissa. Most of the business
transactions of Southern Orissa concentrate in berhampur. It is found that the
traditional retail stores are scattered around different clusters of the city such as
Bada Bazar, Vapur Bazar,Annapurna Market . In last two a couple of organized
retails have entered into the city for the purpose of grabbing the market opportunities
prevailing in the city. The organized retails mostly include Kokata Bazar(Urban Bank
road), Vishal Mega Mart(Churh Road) and The World(Giri Road).
In this background, present study is modest attempt to understand the impact of
Vishal Mega mart on traditional Retailing.
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Vishal Mega Mart,

Today Vishal Retail Limited, Flagship Company of Vishal Group, engaged in Hyper
Market stores with an average area of 25,000 to 30,000 sq. ft. through an impressive
chain of more than 100 fully integrated stores in spread of more than the area of
around 22, 00,000 sq. ft. in 69 cities across India & has a plan to cross total retail
area of 35 lakh sq. ft. in tier II and tier III cities by the end of 2009.
Traditional retailing
traditional retailing or we can say the unorganized retailing

are the traditional

formats of low-cost retailing, for example, the local kirana shops, owner manned
general stores, paan/beedi shops, convenience stores, hand cart and pavement
vendors, etc.
Future is thinking beyond horizon & in order to keep its pace with the modern retail,
Vishal Retail Limited is spreading its wings. Instead of resting on its laurels the
Group are busy identifying new avenues of growth by venturing in other formats like
cash & carry, convenios as well as specialty stores and inspiring local retailers to
grow along with the big names. The group has tied up with HPCL to open corner
stores at their petrol pumps and in addition to the above Vishal has come up with an
institute to train manpower for the service industry.
Today Vishal Retail Limited, Flagship Company of Vishal Group, engaged in Hyper
Market stores with an average area of 25,000 to 30,000 sq. ft. through an impressive
chain of more than 100 fully integrated stores in spread of more than the area of
around 22, 00,000 sq. ft. in 69 cities across India & has a plan to cross total retail
area of 35 lakh sq. ft. in tier II and tier III cities by the end of 2009.
According to Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited, the group owes
its origin to a small 50 sq ft shop in Kolkata's Lal Bazaar that started selling
readymade garments. In tune with the pulse of the market, he envisioned a mega
store that would sell garments at prices none other could match. . The first big store
opened in Calcutta's Esplanade area in 1997, under the banner of Vishal Garments.
He was involved in all the aspects of the business: right from sourcing the garments
to interacting with customers. And this led to his greatest finding The Vishal Group.
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After identifying the immense market in fashion garment for the masses, He moved
to Delhi in 2001 and opened his first store in Delhis Rajouri Garden by the name of
Vishal Mega Mart (The jewel in Vishal Groups crown) and then there was no looking
back for Mr. Ram Chandra Agarwal. At present, in addition to garments, Vishal Mega
Mart stores retail the entire range of household products, FMCG and electronic
goods. Vishal's prices are roughly 15 to 20 per cent less than other mass market
garment labels.
Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited believes that the shopping
habits of Indians are changing due to their growing disposable income, higher
aspirations, relative increase in the younger population, and the change in attitudes
towards shopping. The emphasis has changed from price consideration to design,
quality and trendy. Age is also a major factor that affects the spending decisions of
an individual. Consumer spending is an important factor that affects the economic
growth and development in a country. As a trend, consumer is more educated. He
has access to all reforms taking place through various arrays of communication. He
is becoming a value shopper everyday. Keeping this in mind, the group is now
looking for franchisees to join hands with Vishal and grow under common banner.
This partnership will help small retailers to survive the onslaught of organized retail
as it will enhance their competitiveness. Small stores can avail of the benefits on
account of the economies of scale, a key advantage for big retailers. As per the
plans, Vishal Retail will completely take over the supply chain of its franchisees and
provide them with technology, new practices, visual merchandising skill and special
promotional schemes, besides its brand and costumer base.
Some of the Franchisee exclusive business categories are
Mens Fashion
Ladies and Kids
Footwear
Toys and Games
Home General
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 Convenience (FMCG)
CDIT
Watches
Mobile
The Group also has a plan to raise around Rs 200 crore through preferrential issue
in the next few months to fund the companys expansion plan. Mr. R C Agarwal said
Rs 100 crore corpus raised through the initial public offering had already been
utilized and more money was required to push the expansion plans further.
The group has registered a consistent growth over the years. It recorded a
whopping turnover of more than Rs.600 crores in 2006-07 as opposed to a
turnover of Rs 288 Crore for 2005- 2006. This ascent has inspired the Group to
chalk out an ambitious expansion program, with expansion and growth plans being
implemented on different dimensions. Retailing is an engine for taking merchandise
to the end-users. There is a lot of opportunity in this sector for us since demand of
the potential consumers are not being met under the existing facilities. Therein lies
the road to success. says Mr. R C Agarwal

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RESEARCH METHODOLOGY
RESEARCH OBJECTIVE

Understanding the process by which merchandise buyers make their

decisions and the degree to which their decisions are optimal

To understand the role of private labels and their impact on retail sales and

profitability.
Brand positioning of Vishal Mega Mart.
To find the brand personality of Vishal Mega Mart and its impact on both

merchandise and overall store image across market segment.

To compare the sales and profitability of branded and non-branded products

at Vishal.
To study the consumer purchasing behaviour.
To identify the buying motivation and concerned factors while consumers to

select merchandise at vishal Mega Mart.

To study and analyze the customer perception about FMCG Products.
To know the effect on sales after advent of organized retailing.
To know the level of customer satisfaction visiting Vishal Retail shops.
To study the changing trends in branded retail industry.
To analyse the key aspects of apparel branding and retailing.
To study the targeting segmenting and positioning in the apparel retail
industry.

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HYPOTHESIS

Customer Perception can be changed over the period of time provided with
the good marketing and customer service approach.

Customer perception impact to the balance sheet of the firm.

RESEARCH METHODOLOGY

This include both primary as well as secondary research

PRIMARY RESEARCH: I will collect the data from the customer who is visiting to the store.
SECONDARY RESEARCH: I will collect the Secondary data from the Internet, Book and Journal.
Tool Used:
Bar Graph , Pie Diagram
Sampling Method:
Random Sampling chosen by the gathering of data ( I will collect the data from 100
individual customer)
Target Audience:
Dealers, Distributors & Marketing manager of the firm
SCOPE OF THE WORK
Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP
and around 8 per cent of the employment. Retail sector is one of India's fastest
growing sectors with a 5 per cent compounded annual growth rate. India's huge
middle class base and its untapped retail industry are key attractions for global retail
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giants planning to enter newer markets. Driven by changing lifestyles, strong income
growth and favorable demographic patterns, Indian retail is expected to grow 25 per
cent annually. It is expected that retail in India could be worth US$ 175-200 billion by
2016.
JUSTIFICATION OF THE CHOOSING TOPIC
Today, the role of the distributor as an intermediary has morphed into that of a
'disintermediary'. A distributor plays a virtual role, an almost invisible part of a smooth
supply chain. Third-party logistics providers help ship goods from one part of the
globe to another in a day, while a more customer-centric distribution chain enables
direct

ordering

and

tracking

of

orders

over

the

Internet.

The use of databases, communication systems and the foremost advanced software
are crucial to any supply chain management system. Optimal management of a
supply chain results in revenue enhancement through high customer satisfaction and
repeat sales. Web enabling a supply chain helps connect an enterprise to all its
trading partners taking away all the weak links existing within it.

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DATA ANALYSIS AND FINDING

1. Are you visiting the store for the first time?
PARTICULARS
Yes
No
TOTAL

NO OF RESPONDANTS
14
186
200

% OF RESPONDANTS
7%
93%
100%

Inference:
According to the survey done, 93% of the customers say that they have visited the
store many times whereas rest 7% of the customers say they are visiting the store for
the first time.
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2. How often do you visit SPENCERS?

PARTICULARS
Once in a week
Once in a fortnight
Once in a month
When ever need arises
TOTAL

NO
RESPONDANTS
48
52
56
44
200

OF

% OF RESPONDANTS
24%
26%
28%
22%
100%

Inference :
According to the survey done, 28% of the customers say that they visit the store
once in every month ,26% say they visit once in fortnight, 24% say that they visit the
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store once in a week and the rest 22% says whenever need arises they visit the
store.

3. To what extent were your complaints resolved at Spencers?

PARTICULARS
Well
Very well
Cant say
Bad
TOTAL

NO
RESPONDANTS
72
72
48
8
200

OF

% OF RESPONDANTS
36%
36%
24%
4%
100%

Inference:
According to the survey done, 36% of the customers say that their complaints were
solved very well same way 36% of the customers say their complaints were resolved
fair well, 24% of the customers say they cant say anything about it and finally the rest
4% say it was bad and not satisfied with the store.

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4. Ambient conditions such as temperature, noise, ventilation, odour prevailing in

premises
PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

NO
RESPONDANTS
54
48
56
32
10
200

OF

% OF RESPONDANTS
27%
24%
28%
16%
5%
100%

Inference:
According to the survey done, 28% of the customers feel that the ambient conditions
in the store is average, 27% feel its very poor , 24% of the respondents say it is poor
whereas 16% of the respondents feel it is very good and expect more and rest 5%
say the conditions provided is excellent and to keep going .

5. Physical layout of the various sections/ store?

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PARTICULARS

NO

OF

RESPONDANTS
10
30
78
58
24
200

Very poor
Poor
Average
Very good
Excellent
TOTAL

% OF RESPONDANTS
5%
15%
39%
29%
12%
100%

Inference:
According to the survey done, 39% of the respondents feel that the physical layout of
the store is average ,whereas 29% feel the layout and physical structure of the store
is very good and among the rest respondents 15% of the total feel the layout of the
store is poor and 12% say its excellent the rest 5% of the crowd say its very poor .

6. Cleanliness
PARTICULARS
Very poor
Poor
Average
Very good
Excellent
BATCH:

NO
RESPONDANTS
20
58
48
54
20

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OF

% OF RESPONDANTS
10%
29%
24%
27%
10%

TOTAL

200

100%

Inference:
As per the survey done, 29% of the respondents feel the store is not so clean and its
poor where as 27% of the crowd believe that store is very much clean an good to look
,24% of respondents view towards cleanliness is average and 10% say its very poor
and other 10% say its excellent and maintain the same .

7. Visually appealing signs and boards

PARTICULARS
Very poor
Poor
Average
BATCH:

NO
RESPONDANTS
14
36
76

ALUMNI ID NO.:

OF

% OF RESPONDANTS
7%
18%
38%

Very good
Excellent
TOTAL

40
34
200

20%
17%
100%

Inference:
As per the data collected believe 38% of the respondents say the visually appealing
signs and boards are up to mark mean to say its average and 20% say its very good,
18% of the total respondents say its very poor and 17% feel the signs and boards
being displayed is excellent rest 7% say its very poor .

8. Neat and professional appearance of employees

PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
12
48
60
60
20
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
6%
24%
30%
30%
10%
100%

Inference:
According to the survey done30% of the respondents say the appearance of the
employees is average , same way 30% say its very good and 24% of the crowd
believe the appearance is not up to the mark and therefore poor

and 10% of them

say its excellent finally the rest 6% say very poor .

9. Employees willingness to help customers

PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
4
22
88
56
30
200

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OF

% OF RESPONDANTS
2%
11%
44%
28%
15%
100%

Inference:
As shown in above graph among the total respondents 44% of the respondents say
the employees courtesy and willingness is average , 28% of them say very good
whereas 15% opinion is excellent , 11% of the respondents say poor and rest 2%
opinion is very poor .

10. Use of customers feedback to improve service standards

PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
50
30
64
38
18
200

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OF

% OF RESPONDANTS
25%
15%
32%
19%
9%
100%

Inference:
As per the above graph among the total respondents 32% of the respondents say
the use of customers feedback is average , 25% of them say very poor whereas 19%
opinion is very good , 15% of the respondents say poor and rest 9% of the total
believe feedback is taken well and used up to mark .

11. Provision of reliable information

PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
8
42
86
56
8
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
4%
21%
43%
28%
4%
100%

Inference:
According to the survey done, 43% of the customers feel that the information
provided is average , 28% feel its very good , 21% of the respondents say it is poor
whereas 4% of the respondents feel it is very poor and rest 4% say the information
provided is excellent.

12. Diversity and range of goods of goods / services

PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
24
46
56
46
28
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
12%
23%
28%
23%
14%
100%

Inference:
As per the survey done, 28% of the customers feel that the range of goods available
in the store is average, 23% feel its very good , 23% of the respondents say it is
poor whereas 14% of the respondents feel it is excellent and expect more and rest
12% say that the goods in the store is not up to the mark and very poor .

13. Service innovation (offers, tie-ups, promotional campaigns)

PARTICULA
Very poor
Poor
Average
Very good
Excellent
TOTAL

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Inference:
According to the survey done,38% of the customers feel that the innovations offers
and tie ups in the store is average, 27% feel its very good, 18% of the respondents
say it is poor whereas 10% of the respondents feel it is excellent and expect more
and rest 7% say that innovations and tie ups is very poor .
14. Convenience of operating hours and days
PARTICULARS

NO
RESPONDANTS
6
42
56
76
20
200

Very poor
Poor
Average
Very good
Excellent
TOTAL

OF

% OF RESPONDANTS
3%
21%
28%
38%
10%
100%

Inference:
According to the survey done, 38% of the customers feel that the operating hours of
the store is very good , 28% feel its average ,21% of the respondents say it is poor
whereas 10% of the respondents feel it is excellent and expect more and rest 3% say
to extent the operating schedule .

15. Safety and security

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PARTICULARS

NO

OF

RESPONDANTS
16
36
50
50
48
200

Very poor
Poor
Average
Very good
Excellent
TOTAL

% OF RESPONDANTS
8%
18%
25%
25%
24%
100%

Inference:
According to the survey done, 25% of the customers feel that the store safety and
security is very good,25% feel its average , 24% of the respondents say it is excellent
whereas 18% of the respondents feel it is poor and expect more and rest 8% say the
security is very poor and improve on it .

16. Lifts /escalator services

PARTICULARS
Very poor
Poor
Average
BATCH:

NO
RESPONDANTS
30
50
70

ALUMNI ID NO.:

OF

% OF RESPONDANTS
15%
25%
35%

Very good
Excellent
TOTAL

30
20
200

15%
10%
100%

Inference:
As per the survey done, 35% of the customers feel that lift service provided in the
store is average, 25% feel its poor and dangerous, 15% of the respondents say it is
very good whereas 15% of the respondents feel it is very poor and expect more and
rest 10% say the service provided is excellent and to keep going .

17. Rest room services

PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
20
38
62
60
20
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
10%
19%
31%
30%
10%
100%

Inference:
According to the survey done, 31% of the customers feel that the rest room in the
store is average, 30% feel its very good and tidy ,19% of the respondents say it is
poor whereas 10% of the respondents feel it is very poor and expect more and rest
10% say the rest room provided is excellent and to keep going .

18. Parking facilities

PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
30
60
86
16
8
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
15%
30%
43%
8%
4%
100%

Inference:
According to the survey done, 43% of the customers feel that the parking facilities in
the store is average, 30% feel its poor , 15% of the respondents say it is very poor
whereas 8% of the respondents feel it is very good and expect more and rest 4% say
the parking provided is excellent .
19. Customers services desk (csd)
PARTICULARS
Very poor
Poor
Average
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
14
22
40
64
60
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
7%
11%
20%
32%
30%
100%

Inference:
According to the survey done, 32% of the customers feel that the customer service
desk in the store is average, 30% feel its excellent , 20% of the respondents say it is
average whereas 11% of the respondents feel its poor and expect much more and
rest 7% say the conditions provided is very poor .

20. Overall how satisfied are you with the customer service experience?
PARTICULARS
Very satisfied
Somewhat satisfied
Very dissatisfied
Somewhat dissatisfied
TOTAL

BATCH:

NO
RESPONDANTS
96
84
4
16
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
48%
42%
2%
8%
100%

Inference:
According to the survey done, 48% of the customers say that they are very much
satisfied with the service experience in the store and 42% of them say they are
somewhat satisfied , whereas 8% say they are somewhat dissatisfied and finally 2%
of them say they are very dissatisfied .

21. How do you rate the store?

PARTICULARS
Average
Good
Very good
Excellent
TOTAL

BATCH:

NO
RESPONDANTS
36
72
72
20
200

ALUMNI ID NO.:

OF

% OF RESPONDANTS
18%
36%
36%
10%
100%

Inference:
According to the survey done, 36% of the customers say that the store can be rated
as very good and 36% of them say its good whereas 18% of the respondents say
average and the rest of them vote for excellent .

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CONCLUSION
1. Most of the respondents are regular customers of Vishal mega Mart and visit
the store atleast once or twice in a month.
2. The respondents do not generally prefer any particular day but still some of
them prefer Saturday and Sunday to visit the store.
3. The main reason for the popularity of the store is that it provides all under one
roof and also because it offers variety of products.
4. Plastic items and glass items are the most popular products that are sold in
kitchenware department.
5. People generally prefer to buy products during schemes and offers.
6. People that visit the store are both planned and unplanned buyers.
7. People are generally satisfied with the exchange system of Vishal Mega Mart.
8. The survey reveals that water facilities of Vishal is average, air conditioning is
also average, sales staff & lighting is good, music is average and billing
system is good.
9. More than 60% of the respondents visiting Vishal Mega Mart have not visited
both Baazar kolkata and Citi style.
10. Most of the respondents have ranked Vishal having the lowest price as
compared to Baazar kolkata and Citi style.
11. On the basis of quality, product range and sales staff most of the respondents
have ranked Vishal first as compared to other stores.

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RECOMMENDATION
I. More variety of each item should be provided to the customers to provide
them with greater choices.
II. Wood utensils are not available. These should be present and with enough
choice.
III. More price range in steel and glass items should be there.
IV. Price of plates, trays and malmoware items should be reduced.
V. More discount on kitchen items should be provided.
VI. Air conditioning of this department should improve as it is suffocated.
VII. This section is quit congested. More space must be provided to facilitate
smooth flow of traffic.
VIII. Billing system should also improve. It is very time taking.
IX. Price of some products like steel is not according to the quality of the
products.
X. Instead of loud songs, soft music must be played to provide a better
atmosphere to the customers.
XI. Power backup must improve.
XII. Sales staff must improve and must pay more attention towards customers.

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BIBLIOGRAPHY
To make my project a successful one I have taken help from various sources, such
as direct interaction journals and web sites. The books I have referred are

Retail management (ICFAI).

The web sites I have referred for different information are

www.vishalmegamart.com

www.indianretailindustry.com

The previous thesis I have referred of

Mr. Nalinikanta Padhi A study on customer satisfaction with reference to

VISHAL MEGA MART

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