PRAGATI COLLEGE

PROJECT REPORT

ON

“A Study on the Store Keeper of vishal mega mart

SUBMITTED FOR PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED TO

PRAGATI COLLEGE
BBA VI SEM

2020-2021

Project Guide Submitted By

Mrs.APOORVA PATHAK ARUN SAHU

(Faculty Pragati college) BBA
6TH SEMESTER

CERTIFICATE OF DECLARATION

This is to certify that the project report entitled “A Study on the Store Keeper of

vishal mega mart, Raipur” done by me is an authentic work carried out for the

partial fulfilment of the requirements for the award of the degree of Bachelors of

Business Administration under the guidance of Miss.APOORVA PATHAK

ARUN SAHU
BBA 6th Semester
PRAGATI COLLEGE,
Raipur
 CERTIFICATE OF GUIDE

This is to certify that the project work entitled “A Study on the Store Keeper of

vishal mega mart, Raipur”submitted in partial fulfilment of the requirement for

the award of Degree of Bachelors of Business Administration at Pragati College,

Raipur affiliated to Pt.RaviShankar Shukla University, Raipur is the genuine work

done by my student under my guidance and supervision. The matter embodied in

this project has not been submitted to any other university or institute for the

award of any other degree or diploma to the best of my knowledge.

Mrs.APOORVA
PATHAK
PRAGATI COLLEGE
Raipur
 CERTIFICATE OF APPROVAL

This is to certify that the project work “A Study on the Store Keeper of vishal

mega mart , Raipur”submitted by Arun Sahu partial fulfilment of the

requirement for the award of the degree of "Bachelors of Business

Administration", session 2020-21 Pragati College affiliated to Pt. Ravishankar

Shukla University, Raipur is a record of the students' own work. This work has

not been submitted to any other university or institute for the award of any other

degree or diploma, to the best of my knowledge.

Mr. Nimesh Pandey

(HOD)
Pragati College, Raipur

ACKNOWLEDGMENT
This project consumes a huge amount of work, research and dedication. Still it would not have
been possible without the support of many individuals and organizations. Therefore I would like
to extend my sincere gratitude to all of them.

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of this project. I am thankful for their aspiring guidance, invaluably constructive
criticism and friendly advice during project work. I am sincerely grateful to them for sharing
their truthful and illuminating views on a number of issues related to the project.

My words are too less to express my deep sense of gratitude and heart full thanks towards
who provided me the relevant and required details to complete my project report.

By the grace of almighty it was very favourable on my part to work under the guidance of
Mrs.Apoorva pathak, Assistant Professor of Department of Management, Pragati college. She
guided me full of magnanimity on every difficult step of my work and thus I completed my
report in a very efficient way over the hurdles.

I would also like to express my special thanks to Mrs.Nimesh Pandey, Head of Department of
Management, who gave me the golden opportunity to do this project.

Nevertheless. I express my gratitude towards my family, friends and colleagues for their kind of
operation and encouragement which helped me in completion of this project.

TABLE OF CONTENT
Chapter No. Name of Chapters Page No.

Chapter 1 INTRODUCTION

Chapter 2 COMPANY PROFILE

Chapter 3 REVIEW OF LITERATURE

Chapter 4 RESEARCH METHODOLOGY

Chapter 5 DATA ANALYSIS AND INTERPRETATION

Chapter 6 FINDINGS AND LIMITATION

Chapter 7
CONCLUSION AND SUGGESTION

References

Annexure
 Questionnaire

Data Analysis Sheet

CHAPTER -1
INTRODUCTION

1 . Marketing-Mix of Vishal Mega-Mart

7P Marketing Mix is more useful for services industries and knowledge

intensive industries. Successful marketing
depends on number of key issues. The seven keys issues are explained as:

1.1 Product
VMM offers a wide range of products which range from apparels, food,
farm products, furniture, child care, toys, etc.
Products of all the major brands are available at VMM. Also, there are many
in house brands promoted by VMM. Vishal
Mega-mart sold over 300,000 pairs of jeans, 50,000 DVD-players and
25,000 microwave-ovens. In all, the fashion,
electronics and travel segments made up about 70% of sales. Last year,
these categories made up only about 60%.

1.1.1 In-house manufacturing help sustain margin

Vishal Retail operates two manufacturing facilities with a capacity of 1.5

mn pieces each. The Gurgaon manufacturing
facility began operations in 2004 and currently operates at 80% utilization.
The Dehradun facility, currently operating at
40% utilization, commenced operations in September, 2007. The company
also makes FMCG products, like napkins,
farsans, ketch-ups, etc., through a bakery in Gurgaon. The in-house
manufactured products enable improvement in
operating margin. In FY 06, the products manufactured by company
contributed 9.7% to sales. This contribution is
decreasing every year due to inclusion of other categories in the product
mix. We expect the share of manufactured
products (Figure-4) to reduce further due to further addition in categories
going forward.

1.1.2 Changing product mix

Vishal Retail commenced operations with the retailing of readymade

apparels for kids, women and men. Gradually, it
expanded its product portfolio to include non-apparels and FMCG products.
With over 100,000 SKUs, apparel (63.2% in
FY07) is the largest contributor to sales. However this mix is expected to
change with the increase in the variety of
products. We expect the share of apparels to reduce to 50% over the next
two years. Consequently the share of
non-apparels and FMCG (Figure-5) collectively is expected to increase to
50%. The change in the product mix will
enable the company to reduce seasonality, attract more footfalls and
maintain margins.

1.2 Price

They work on the model of economics of scale. There pricing objective is

to get "Maximum Market Share". The various
techniques used at Vishal Mega-mart are: -
-Value Pricing (EDLP - Every Day Low Pricing): Vishal Mega-mart promises
consumers the lowest available price
without coupon clipping, waiting for discount promotions, or comparison
shopping.
-Promotional Pricing: Vishal Mega-mart offers financing at low interest
rate. The concept of psychological discounting
(Rs. 99, Rs. 49, etc.) is used as promotional tool. Vishal Mega-mart also
caters on Special Event Pricing (Close to Diwali,
Holi, Raksha- Bandhan and Durga Pooja).
-Differentiated Pricing: Time pricing i.e. difference in rate based on peak
and non-peak hours or days of shopping is also
a pricing technique used in Indian retail, which is aggressively used by
Vishal Mega-mart.
-Bundling: Selling combo-packs and offering discount to customers. The
combo-packs add value to customer.
1.3 Place

Vishal Mega-mart stores are located in 129 cities with 172 outlets. VMM
has presence in almost all the major Indian
cities. They are aggressive on their expansion plans (Figure-6).
Vishal Retail targets cities with urban population of 1 million people or
above or can be classified as Tier-2 and Tier-3
cities. In Tier-1 cities, the company opens retail outlets on the outskirts,
rather than the prime area. Its target market
includes people with middle income and lower income levels. This enables
the company to overcome competition to
some extent due to its first mover advantage (as competitors have
relatively less space in tier-2 and tier-3 cities) and
helps to lower rental cost. As at 3Q FY08, 78% of the company’s 82 stores
are in Tier-2 and Tier-3 cities (Figure-7). The
company plans to maintain the ratio of Tier-2 and Tier-3 to Tier-1 cities at
80:20.

1.4 Promotion

Advertising has played a crucial role in building of the brand. VMM

advertisements are seen in print media, TV, Radio
(FM) and road-side bill-boards.
Vishal Mega-mart started many new and innovative cross-sell and up-sell
strategies in Indian retail market. The various
promotion techniques used at VMM include:
www.sciedu.ca/jms Journal of Management and Strategy Vol. 1, No. 1;
December 2010
Published by Sciedu Press 113
-5 Din Ki Maha Bachat
-2 din Ki Maha Loot
-Dhan-teras Dhamaal
-Great Savings
-Vishal Mega Mart Gift Voucher Rs. 1000.
-25% Off On All Items – Every Month
-Discount Offers At Various Festive occasions
-Grand Winter Sale – 50% & 60% discount for 2 days
-Paise Bachao Aandolan – 9 Din Ki Maha Loot
-Vishal Reward Plus: Consumers can make purchases at any store and
accumulate points at a central level. These points
are redeemable at any of our stores.
-Cross category promotions are now catching up where discounts are
being offered on grocery purchases, redeemable
against purchase of apparel and household products.
4.5 People

1.5 Process

VMM adopted the business model as shown in (Figure-9) to run their

activities smoothly. This process includes four
steps as follows:
Manufacturing Capacity; Strong Logistics; Products; Retailing
The goods' dispatch and purchasing area has certain salient features which
include: -
-Multiple counters with trolleys to carry the items purchased.
-
 CHAPTER –2
COMPANY PROFILE
Vishal Mega Mart Pvt ltd

Vishal Mega Mart Private Limited operates as an online apparel store. The Company
offers tops, shirts, skirts, jeans, dresses, palazzo, and other related products for men
and women. Vishal Mega Mart serves customers in India.

SECTOR

Consumer Discretionary
INDUSTRY

Retail & Whsle - Discretionary

SUB-INDUSTRY

E-Commerce Discretionary
FOUNDED

05/31/2010
ADDRESS
Plot No 184, Platinum Tower 5th Fl, Udyog Vihar, Phase I Gurgaon, 122016 India
PHONE

91-11-3001-7604
WEBSITE

www.myvishal.com
NO. OF EMPLOYEES

--

THE FOUNDER
 Chapter 3
LITERATURE REVIEW

In the present day‘s retail business, ensuring customer satisfaction in delivering the
right product
and service to the end-users is the major concern for the future growth of the
organization. In the
present study an attempt is made to find out the customer satisfaction during
purchase in retail
outlets based on customer survey. (Das Prasun, 2009). Literature on customer
satisfaction is
voluminous and spans several areas such as marketing, management and
accounting. For
example, numerous papers use the ACSI (American Customer Satisfaction Index)
to study
customer satisfaction at the company, industry and macroeconomic levels. This
paper focuses
only on customer satisfaction studies that are related to retailing and does not
survey the
literature that studies the design of satisfaction survey instruments, as there is no
control over
survey design. The basic tenet of this research stream is that higher service quality
improves
customer satisfaction, resulting in better financial performance, although the
mechanisms by
which this improvement happens vary.
According to Lindquist (1975), the retail outlet image is the image or personality
resulting from a
mix of functional and psychological attributes of the outlet as perceived by the
consumer.
Functional attributes included merchandise selection, price ranges, credit policies,
store layout
and other factors that could be measured to some degree and used to compare one
outlet
objectively with its competitors. The author emphasized that psychological
attributes are a little
more difficult to identify and compare across outlets. They included such
subjective
considerations as a sense of belonging, a feeling of warmth, or friendliness, or a
feeling of
excitement. The study concluded that consumers form an outlet image based
simultaneously on
functional and psychological attributes.
Iacobucci et al. (1994, 1995) provide precise definitions of service quality versus
customer
satisfaction. They contend that service quality should not be confused with
customer satisfaction,
but that satisfaction is a positive outcome of providing good service.

Ittner and Larcker (1998) provide empirical evidence at the customer, business-unit
and firm-

level that various measures of financial performance (including revenue, revenue

change, and
margins, return on sales, market value of equity and current earnings) are
positively associated
with customer satisfaction. However, in the retail industry they find a negative
relationship
between satisfaction and profitability which may be because benefits from
increased satisfaction
can be exceeded by the incremental cost in retail.

William & Prabakar

(2012) concluded that ―The customer perception of retail service quality

is an important segment to the emerging and the existing retailers in the market as
the study

reveals that perception of service quality influenced by the various nature with
various customers
even some of the general factors like Personal interaction, physical aspects are the
dimensions of the customer

perception remains constant and common to all the customer on a majority basis
so the retail outlets have to
frame their own strategies In order to attract

the customers on a longer basis‖

Kaul (2007) in a study conducted in the city of Banglore, examined the

applicability of Retail
Service Quality Scale (RSQS) developed in the US in India. RSQS has five
dimensions and six
sub-dimensions and has been found appropriate in a variety of settings
—
across different
countries such as South Africa and Singapore and across a variety of store types
such as
Supermarkets, Department stores, and Hyper stores. The five dimensions
—
Physical
Aspects, Reliability, Personal Interaction, Problem Solving, and Policy are
believed to capture
distinct though correlated aspects of retail service. Each of the first three
dimensions has two
sub-dimensions. These six sub-dimensions, also called the first-order factors, are
labeled as
Appearance, Convenience, Promises, Doing it-Right, Inspiring Confidence, and
Courteousness/Helpfulness. Data using a survey questionnaire from 144 adult
shoppers at large
format apparel stores indicated that the RSQS dimensions and sub-dimensions
were not clearly
identifiable. The study found that the dimension of ‗Physical Appearance‘ is the
only on
e that is
relatively clear. All other dimensions were found to be ill-
defined. The dimension of ‗Problem
-
Solving‘ was found to be hazy and all the remaining dimensions of RSQS
comprised one factor.

The study concluded that RSQS has limited diagnostic application and is
inappropriate for
application in Indian retail. Pre-test interviews of shoppers indicated that several
service aspects
mentioned by shoppers during interviews are not included in RSQS
 CHAPTER –4
RESEARCH METHODOLOGY
 CHAPTER -5

DATA ANALYSIS

&

INTERPRETATION
 CHAPTER -6
FINDINGS
&
LIMITATIONS
FINDING

The choice of a store location has a profound effect on the entire business life
of a retail

operation. A bad choice may all but guarantee failure, a good choice, and
success.

2. Choosing a retail location is, at best, a risky undertaking. Considering the

consequences

of choosing a location that proves to be unsuitable, it pays to get as much

assistance as

possible. According to a survey more than 60% of the customer prefers to

shop in a retail

store which is easily accessible to them.

3. Advertising plays a very important role in achieving growth for any retail
company. This

is evident from the fact that Advertising by Retail Industry registered a rise of
12 percent
during January - May 2007 over January - May 2006.

4. The right location, trained manpower, software assistance, product with a

distinct

differentiation, a strong value proposition, efficient supply chain

management - these are

the factors that influence the success of a retail outlet. With competition in
this segment

increasing, differentiation and a strong value proposition assume

significance. Retail

chains are realizing that they cannot be another ‘me-too’ store. The
differentiation today

among the 5-6 retail chains has come through private labels, which in some
cases account

for as much as 70 per cent of the total merchandise in the outlet.

5. Variety offered by any retail store is of very much important to attract all
type of

customers in the stores. A large variety of products caters to each segment of

customers.

6. Shopping experience within a store also has a great impact on selecting a

product from a

particular retail store. Overall ambience includes infrastructure facilities

provided by the

store such as air conditioners, lighting etc.

7. Pricing is in fact a dramatic controller of at least 3 key strategic elements to

any
company's success: Company’s image, the product and services company
sells and

consumer behavior. The Importance of Pricing their Products' will give them
an insight

62

into developing appropriate costing methods and the impact of getting it

wrong in today's

competitive creative market. This topic should be of interest to anyone who is

unsure if

they are getting it right. Remember the difference between over or under-
pricing their

work can mean a very short future for any business. Approximately 60%
customers think

that Price is the most important factor while they go for shopping in a retail
stores

8. Quality in everyday life and business, engineering and manufacturing has a

pragmatic

interpretation as the non-inferiority, superiority or usefulness of something.

This is the

most common interpretation of the term. The quality of a product or service

refers to the

perception of the degree to which the product or service meets the

customer's
expectations. Quality has no specific meaning unless related to a specific
function and/or

object. Quality is a perceptual, conditional and somewhat subjective

attribute. And in

addition to that, more than 90% of customers place quality as the most
important factor

than anything else in the list to shop in a retail store.

9. More than 70% of customers place variety as an important factor to shop in

a particular

retail store.

10. Brands name bears an important role while shopping of any type of goods.
So building a

brand for a retail store is important as 80% of customer still prefer to buy
branded clothes
 CHAPTER-7
CONCLUSION
&
SUGGESTION

Conclusion

Given the developments and prospects, the Indian retail sector is in its
nascent stage of evolution.
While there are obstacles, there are clear opportunities in modern retailing
in India.

There are many lessons that India can take from other countries, which
have moved along the path of retail evolution. The retail sector has proved
to be of immense significant from a macro-economic point of view. The
sector’s capability to give strong growth momentum by creating multiplier
effects

on other sectors is not in dispute. It is now necessary to cautiously expand

and develop the
sector, as the government, at present, has done by permitting partial FDI in
the sector.

Given the
scope, the retail sector is certainly expected to fetch the long-term
economic benefits for the
country.
The convenience and personalized service offered by the unorganized
sector holds its future in
good stead for the future. Organized retail of late has seen a tremendous
boom and is attracting
more people to the malls.

What is to be seen is how organized retail can duplicate the same level of
personalized customer
service levels offered by the unorganized sector to have a higher
conversion ratio.

The target audience for both the organized and unorganized retail formats
remains relatively the same. When shopping in malls, people value the experience
related to the trip the most and return
most frequently for the same. Besides, while enjoying the experience they seem to buy
high ticket and items of conspicuous consumption most frequently.

Suggestions

1. Include more trained sales person to help customers in the store while
shopping.

2. Improve quality of the products especially clothes.

3. Play good songs or soothing music in the store rather than cheap filmy
songs.

4. Customer care service can be introduced

5. More branded products can be displayed in the store as people still prefer
branded clothes
than offered by local vendors.

6. Constant reminder of discounts through pamphlets, speakers inside the

store for inducing

consumers for impulse buying.

7. Add more cosmetic products as its having a huge market of consumers

attached to it.

8. Display of product should be improved so that the product is easily visible

to the

consumers.

9. Proper advertisement in press and outdoor to make Vishal Mega Mart

should be visible in

the eyes of consumers.

10. Should have parking spaces in front of every store.

11. Hire more salesgirls as in ladies section its very difficult for both the
consumers and

salesman to interact with each other.

12. Regular training to sales person to improve there overall performance.

13. Customization of clothing should be given an important consideration.

14. Proper packaging and provide contrast labelling in displays of product.

15. Should apply electronic supply chain management for better inventory
management.

16. Proper power back up as air conditioners are not working to their full
capacity at many store
 REFERENCE

Retail Report 2007, India Retail Overview (pp.18-30), Images Multimedia India
Today, January 2007. Indian Retail sector- Tremendous Growth Potential.

www.smallbiz.nws.gov.au, 2006.

Indian Retail: on fast tract bridging the capability gaps,

www.kpmg.com, 2006. Jones

T.O. & Saasser, W.E. Jr. (1995),”Why Satisfied Customers Defect”, Harward
Business Review, Nov-Dec, pp. 88-99. Luomala, H. (2003). “Understanding
How Retail Environments are Perceived, a Conceptualization and a Pilot
StudyInternational Review of Retail”, Distribution and Consumer Research
Vol. 13, No2, pp 279-300. RNCOS’ “India Retail Sector Analysis (2006-2007)” pp
(32-33) Shrivastava, K.K., & Khandai, Sujata (2002). “Consumer Behavior in
Indian Context” Galgotia Publishing Company,” New York. pp. 225-256
Zeithaml, V. A., and Bitner, M. J. (2005). “Service Marketing: Integrating
Customer Focus Across the Firm” Tata McGraw-Hill, New Delhi, pp. 301-342
Websites:

http://www.indiainfoline.com/Markets/Company/Vishal-Retail-Ltd/532867

www.sciedu.ca/jms

Journal of Management and Strategy Vol. 1, No. 1; December 2010 Published

by Sciedu Press 115

http://www.vishalmegamart.net/Shareholding%20Pattern/pattern

-30-6.pdf Jhunjhunwala P (2008), Initiating Coverage-Vishal Retail (VISRET),

[Online] Available
: http://www.icicidirect.com/mailimages/Vishal%20Retail.pdf

(March 26, 2008) Kamath, R, (2007), 11 retailers readying Rs 2000 crore IPOs,
[Online] Available:

http://business-standard.com/india/storypage.php?

autono=272234 (Jan 23, 2007) Shabana Hussain (2006), Vishal plans to set up
80 stores . [Online] Available:

http://www.skyscrapercity.com/archive/index.php/t-213139.html

(December 04, 2006) 01:31 PM Summary, Vishal Retail Ltd, [Online]

Available:

http://economictimes.indiatimes.com/stocks.cms?

companyid=15509www.businessstandard.com Vishal Retail Ltd., Red Herring

Prospects, [Online]

Available: www.sebi.gov.in/dp/vishalretail.pdf (June 05,2007)

www.researchandmarkets.com/reports/c63195

Table 1.

Chosen Brand: Vishal Mega-mart

Figure 1

. Shareholding Pattern of Vishal Mega-mart Source: vishalmegamart.com

About VMM

Hypermarket, Chain of Departmental Stores operated in India Outlets 172

outlets

today, Located in 129 cities Products Departmental Store, Grocery Store

Parent Group

Vishal Retail Ltd. Owner Mr. Ramchandra Agarwal, CMD of Vishal Retail Ltd.
Founded 2001 Headquarter New Delhi- 110037 Website
www.vishalmegamart.net Salient Features VMM is moving towards tier-2 and
tier-3 cities, Offers the finest fashion garments at down-to-earth priceS
structure, strong manufacturing set-up with a capacity of 5,000 garment
pieces per day in each unit

Tag Line

Manufacturing to Retailing

QUESTIONNAIRE

Does Vishal Mega Mart require background check? What kind of background
check does Vishal Mega Mart do and how long does Vishal Mega Mart take to
complete a background check?

This is a mall store where are available everything like be good morning to good night useful product

What are the steps of hiring process of Vishal walkin

Nothing only single hr interview organised

I am disability person. Can I work with Vishal company

Yes you can work here.

What is the company culture at Vishal Mega Mart?

Activities and express good afternoon type motion 😄

How are the working hours?

Very hard working hours store leaving time is 11 pm but we leaves store late night
round about 12:30 pm

How does someone get hired at Vishal Mega

Mart? What are the steps along the way?
●
Just go their back office. They have vacancy Everytime. They increase and
decrease manpower requirement every fortnightly on the basis of sale. If their
sale is less they will fire you if sale is good they will hire. Same process going on
fortnightly.

What is interview process like at Vishal Mega Mart?

First training about job skills then join