Summer Training Project Topic

Summer Training Project Topic

“Customer’s visiting pattern in organized retailing with special reference to vishal

mega mart”

Harish goel

The word retail has its origin in French word retailers and means “to cut a piece off’ or “to break bulk”. The term retailing is defined as

“All activities involved in selling goods and services directly to final consumers for their personal and non-business use”

What Is Retail

1) Selling directly to customers 2) Selling in smaller units / quantities, breaking the bulk 3) Present in neighbourhood 4) Very high in numbers 5) Recognized by their service levels 6) Fitting any size and or location

Manufacturing And Distribution Chain

Organized retailing refers to trading activities undertaken by licensed retailers (3%)

who are registered for sales tax, income tax, etc. Unorganized retailing, on the other hand, refers to the

traditional formats of low-cost retailing(97%) Example the local kirana shops, owner manned general

stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc

Retail Industry Is Divided Into Organized And Unorganized Sectors

Social Factors Psychological Factors Personal Factors.Social factors can include culture and subculture, roles

and family, social class and reference groups.The major forces include motives, perception, learning,

attitude and personality.These factors include demographic factors, lifestyle, and

situational factors.

Consumer buying behaviour is influenced by the major three factors:-

To know the factors which influence the customers to visit a hypermarket?

To know what are customer’s expectations from hypermarket.

To know how far advertisement influences customers in choosing a retail store.

To know the comparative influence of different media of advertisement.

To know the frequency of shopping at the hypermarkets.

OBJECTIVES OF STUDY:-

The study depends on primary as well as secondary data.

The primary data is collected using structured questionnaire.

The secondary data is collected from the following:

Research on the given topic Management and database of Vishal Mega Mart Journals Internet

RESEARCH METHODOLOGY:-

Method employed to collect data is Questionnaire. This is a simple survey conducted by filling in questionnaire from the people who visit malls.

Probability sampling technique also named as simple random sampling

Sample size was 100.

STATISTICAL TOOL PERCENTAGE = No of respondent/Total

respondent×100

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.

The first big store opened in Calcutta's Esplanade area in 1997, under the banner of Vishal Garments.

He moved to Delhi in 2001 and opened his first store in Delhi’s Rajouri Garden by the name of Vishal Mega Mart

COMPANY PROFILE

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.

The showrooms have over 70,000 products range which fulfils all your household needs, and can be catered to under one roof.

It is covering about 30lac sq.ft in 24 states across India.

Zeppelin : Mens shirts & Trousers Fizzzy Babe : Ladies & Kids Girls Kitaan studio : Mens Shirts & Trousers Jasmine : Ladies & Kids Girls Blues & khakis : Men’s Trousers Zero Degree : Kids Boys Paranoia : Men’s shirts &T-shirts Soil : Men’s Shirt Chlorine : Men’s Shirts Massa Bay : Men’s Trousers &

Bermudas Fume : Men’s Shirt, T- Shirt & undergarments

The Popular Brands Of Vishal Mega Mart

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

SWOT ANALYSIS:-

WEAKNESSES: 

I) Slow performance of the Storesii) Advent of Category Killers.iii) Inadequate training of salesman. iv) Inadequate salesman

OPPORTUNITIES:ii) Emphasis on Backward Integrationiii) Expansion of FMCGiv) 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

THREATS:

I) Demise of Independent small storesii) Demographic Changes

If a company doesn’t know who its shoppers are, how can company give them what they want? If company doesn’t know where they come from, how can company communicate with them? Finding answers to these questions is vital but catchment analysis is very helpful in that.

UNITARY CATCHMENT:- SECONDARY CATCHMENT:- TERTIARY CATCHMENT:- OUTER CATCHMENT:-

CATCHMENT ANALYSIS:-

In this area 38%people belong to 18-25 age group category, 30% people belong to 26-35 age group category, 12% belong to 36-45 age category and 18% people belong to 46-55 age group category.

Maximum no of customers belongs to young age group. 

It means maximum no of customers having nuclear family.

Age is one of the most important factors responsible for the changing preference of customers

FACTS AND FINDINGS OF STUDY:-

Residents of Pinjore are well qualified.54% people are graduate, 24% people are post graduate, 9% people are H.S.C. and 10% are S.S.C.

Maximum no of customers are educated and aware about retail store. 

In Pinjore most of the people are Government Employees. 37% people are govt. Job holders, 20% are housewives, 19% are students and 18% people are businessman.

39% people earn greater than 20,000 monthly, 28% earn 10,000- 20,000 monthly, 12% earn 5000- 10,000 monthly and 21% people earn less than 5000 monthly.

In Pinjore, 10% people shop at VMM once in a week, 47% people shop at VMM twice in a month, 34% people shop at VMM once in a month.

 Customer’s preferences for grocery shopping are gradually shifting from local kirana stores to organized convenience stores.

Maximum no of customers are belonging to upper middle class.

Maximum no of customers are price conscious because maximum customers belongs to middle class.

Maximum no of customers are time conscious and desire for many brand under one roof.

At pinjore and within its catchment area, Amartex Cotton County Reebok

Customers are flexible towards discount and offers with respect to hypermarkets.

There are lot of kirana stores surrounding VMM which keeps a good and variable variety of products and in the range of customers. Customers firstly visit VMM for their choices but due to lack of variety they prefer kirana store.

CHALLENGES AT PINJORE

Knowledgeable sales person inside the store for motivating the customers.

Amartex is creating intense competition for VMM

Implementation of new strategies and operational policies is also a challenge to VMM so that more customers can be attracted.

Competitors follow the competitive and discount pricing strategy.

Govt. Post Graduate College, Kalka is within the catchment area of VMM

VMM is located near a railway crossing so people can be made aware about new offers and discounts due to stoppage of traffic during the crossing of the train.

There are lots of hotels near VMM

Since the population of Pinjore is educated

OPPORTUNITY AT PINJORE

VMM should do intensive advertisement through Pamphlet, Local Newspaper, Banners and Fm radio for creating more awareness.

Merchandise should be arranged properly.

Billing should be faster because customers don’t want to say in the store after purchasing the product

Variety of products should be increased

Suggestion and Recommendation

VMM should employ experienced sale staff

Store layout should be such that a customer can have easy access to the product.

Stock is not updated and no offer schemes are provided by VMM on the old stock at time

Thank you