A STUDY ON ANALSIS OF CONSUMER

SATISFACTION TOWARDS SERVICES OF “VISHAL

MEGA MART”
INTRODUCTION
Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and
around eight per cent of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamic and fast paced industries with several players entering the
market. But because of the heavy initial investments required, break-even is difficult to achieve
and many of these players have not tasted success so far. However, the future is promising; the
market is growing, government policies are becoming more favorable and emerging technologies
are facilitating operations. Retailing in India is gradually inching its way toward becoming the
next boom industry. The whole concept of shopping has altered in terms of format and consumer
buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as
seen in Sprawling shopping centers, multi-storied malls and huge complexes offer shopping,
entertainment and food all under one roof. The Indian retailing sector is at an inflexion point
where the growth of organized retailing and growth in the consumption by the Indian population
is going to take a higher growth trajectory.

Retailing consists of buying goods or products in large quantities from manufacturers or

importers, either directly or through a wholesaler, & then selling individual items or small
quantities to the general public or end user customers, usually in a shop, also called stores.
Retailers are at the end of supply chain that link manufacturers, wholesalers, other suppliers and
the final consumers. Marketers see retailing as a part of their overall distribution strategy.
Manufactured goods are worthless until they pass through acid test of retail distribution.

Distribution Channel

Manufacturer--Wholesaler—Retailer—Final--Consumers

Over the years, the concept of “retail” has undergone a complete makeover owing to a number of
factors like increased income, affordable prices of merchandises, lucrative financial packages,
growing openness and organized retail.

Indian retail industry has the potential to grow to Rs 35,000 crore in three years.
Defining a new consumer culture, retailing beats everything else hollow. Though still at a
nascent stage, the rate at which retail outlets are mushrooming could give an amoeba a complex.
From supermarkets and hypermarkets to department stores and convenience stores and one-stop
shops, a retailing wave is currently on in the country. And from food to music and apparel to tea
and coffee bars, companies of all hues are indulging in retail speak.

Although most retailing is done in retail stores, in recent years non-store retailing has been
growing much faster than has store retailing. Non-store retailing includes selling to final
consumers through direct mail, catalogs, telephone, the internet, T.V home shopping shows,
home and office parties, door to door contact, vending machines and other direct selling
approaches.

Big retail chains are founded with the objective of providing comprehensive range of
product and services to consumers at low prices. Compared to other centers, hyper markets do
offer around the year products and services at low price and they are also know, for this reason,
as discount chain. In addition of the general trait of low price, hyper markets also observe
discount polices, which in turn, result in making them the most popular centers among
consumers.

Trends in Retailing

1. New retail forms and combinations, some supermarkets include bank branches, Bookstores
feature coffee shops. Gas stations include food stores.

2. Growth of intertype competition, different types of stores-discount stores, catalogue

showrooms, department stores-all compete for the same consumers by carrying the same type
of merchandise.

3. Growth of giant retailers. Through their superior information systems, logistical systems, and
buying power, giant retailers are able to deliver good service and immense volumes of
 product at appealing prices to masses of consumer’s .They are crowding out smaller
manufacturers who cannot deliver enough.

4. Growing investment in technology Retailers are suing computers to produce better forecasts,
control inventory costs, order electronically from suppliers, send e-mail between stores, and
even sell to customers within stores. They are adopting checkout scanning system" electronic
funds transfer; electronic data interchange" in store television, store traffic radar systems,"
and improved merchandise-handling systems.

5. Global presence of major retailers. Retailers with unique format and strong brand positioning
are increasingly appearing in other countries US retailers such as Me Donald's has become
globally prominent, Wal-Mart operates over 700 stores (outside USA)

6. Selling an experience, not just goods Retailers are now adding him and community in order
to compete with other stores and online retailers. There has been a rise in establishments that
provide a place for people to congregate, such as coffee houses, tea shops, juice bars, book-
shops, etc.

The Indian population is witnessing a significant change in its demographics. A large young
working population with median age of 24 years, nuclear families in urban areas, along with
increasing working-women population and emerging opportunities in the services sector are
going to be the key growth drivers of the organized r etail sector in India. Retailing is the
final step in the distribution of merchandise - the last link in the Supply Chain - connecting
the bulk producers of commodities to the final consumers. Retailing covers diverse products
such as foot apparels, consumer goods, financial services and leisure. A retailer, typically, is
someone who does not affect any significant change in the product execs breaking the bulk.
He/ She are also the final stock point who makes products or services available to the
consumer whenever require. Hence, the value propositions a retailer offers to a consumer is
easy availabilities of the desired product in the desired sizes at the desired times. In the
developed countries, the retail industry has developed into a full-fledged industry where more
than three-fourths of the total retail trade is done by the organized sector. Huge retail chains
like Wal-Mart, Car four Group, Sears, K-Mart, McDonalds, etc. have now replaced the
individual small stores. Large retail formats, with high quality ambiance and courteous.
 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 producer’s 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. Retailing is more than selling goods: Retailing
consists of the sale of goods or merchandise, from a fixed location such as a department store
or kiosk, in small or individual lots for direct consumption by the purchaser. Retailing is a
well-recognized business function which compromises making available desired product in
the desired quantity at the desired time. This creates a time, place and form utility for the
consumer. The success of retailing is highly dependent on an efficient supply chain
management. A well-developed supply chain reduces wastages and transaction cost thereby
reducing the cost of inventories to be maintained by the producers and the traders. A
reduction in the cost of inventory management leads to a reduction in the final price to the
consumer. Retailing has been identified as a thrust area for promotion of textiles, processed
foods, agricultural and horticultural produce. Retail Sector can be divided into organized and
unorganized sectors: Unorganized Retail: Unorganized retailing is characterized by a
distorted real-estate market, poor infrastructure and inefficient upstream processes, lack of
modern technology, inadequate funding and absence of skilled manpower. Therefore, there is
a need to promote organized retailing. Unorganized Retail: Unorganized retailing is
characterized by a distorted real-estate market, poor infrastructure and inefficient upstream
processes, lack of modern technology, inadequate funding and absence of skilled manpower.
Therefore, there is a need to promote organized retailing.

INDIAN SCENARIO

Indian retail industry has the potential to grow to Rs 35,000 Cr. in three years.
Defining a new consumer culture, retailing beats everything else hollow. Though still at a
Nascent stage, the rate at which retail outlets are mushrooming could give an amoeba a complex.
From supermarkets and hypermarkets to department stores and convenience stores and one-stop
Shops, a retailing wave is currently on in the country. And from food to music and apparel to tea
and coffee bars, companies of all hues are indulging in retail speak.
The Indian consumer initially accepted everything that was offered to them but from the nineties
the trend changed and the market became more consumers driven. Consumers became more
specific about what they wanted and did not pick up anything and everything that was given to
them. In shot they became very choosy and needed alternatives to choose from. These in turn
made the Indian consumers more knowledgeable about the products and facilities and they have
now become tough critics, savvy, purchasers, value driven spenders and practical thinkers when
it comes to shopping. The demand for their time at work and home has made the consumers
extremely selective about how they would spend their limited time on shopping.

The rate of growth in India has gradually picked up in the last two decades. Growth
prospects apart, India's very size acts as the fourth largest economy in the world. It is also the
second most populous nation in the world. This clearly indicates that within the broad picture of
a developing nation, there are segments to represent big enough to represent large markets for
organized retail. Due to the increasing demand of consumers for variety and convenience under
one single roof and the concept of shopping malls started taking shape in India. Though the
concept of shopping malls came from the west, when it was introduced in India is was according
to Indian taste and preferences.

The Retail Industry in India has come forth as one of the most dynamic and fast paced industries
with several players entering the market. But all of them have not yet tasted success because of
the heavy initial investments that are required to break even with other companies and compete
with them. The India Retail Industry is gradually inching its way towards becoming the next
boom industry.

The total concept and idea of shopping has undergone an attention drawing change in terms of
format and consumer buying behavior, ushering in a revolution in shopping in India. Modern
retailing has entered into the Retail market in India as is observed in the form of bustling
shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment
and food all under one roof.

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

Impact of Organized Retail:

Organized retailing is spreading and making its presence felt in different parts of the country.
The trend in grocery retailing, however, has been slightly different with a growth concentration
in the South. Though there were traditional family-owned retail chains in South India such as
Nilgiris’s as early as 1905, the retail revolution happened with the RPG group starting the Food
world chain of food retail outlets in South India with focus on Chennai, Hyderabad and
Bangalore markets, preliminarily. The experiment has reaped rich dividends and the group is
now foraying into other territories as well. Owing to the success of Food world model of RPG
group, several new models such as Trinethra, Subhiksha, Margin Free and others have made
their foray into this sector albeit at regional levels. Today the food retail sector in India is about
Rupees Ten Lakh Crores (USD 200 billions) of which the organized food retail segment is about
1 per cent and increasing at a pace of over 20% y-o-y. To be successful in food retailing in India
essentially means to draw away shoppers from, the roadside hawkers and Kirana stores to
supermarkets. This transition can be achieved to some extent through pricing, so the success of a
food retailer depends on how best he understands and squeezes his supply chain. The other major
factor is that of convenience shopping which the supermarket has the edge over the traditional
Kirana stores. On an average a supermarket stocks up to 5000 SKUs against few hundreds
stocked at an average Kirana stores. In the organized retail industry, the gestation periods are
long, institutional funding is difficult, and there is none or little Government support. But the
belief among top retailer chains in the country is that the industry will see large investments
coming once the current ban on foreign direct investment is lifted. But that could be two-three
years away. Food and grocery retailing is a tough business in India with margins being very low,
and consumers not dissatisfied with existing shops where they buy. For example, the next-door
grocery shopkeeper is smart and delivers good customer service, though not value. As of now,
while Chennai has about five organized food and grocery retail chains, other big cities such as
Delhi, Bangalore, and Mumbai average only two-three such chains. Almost all food retail players
have been region-specific as far as geographical presence is concerned in the country. To
illustrate with examples, the RPG Group's Food World, Nilgiris, Margin Free, Giant, Var keys
and Subhiksha, all of which are more or less spread in the Southern region; Sabkha Bazaar has a
presence only in and around Delhi; names such as Haiko and Radhakrishna Food land are
Mumbai-centric; while Adani is Ahmedabad-centric. Industry topography in India is such that
spreading presence across cities is a tough call. As pointed out by many experts, organized food
and grocery retailing chains going national requires significant investments. Retailing within this
sector is not just about the front-end, but involves complex supply chain and logistics issues as
well.

Old Retail Formats:

 Kirana’s: These are food and non-food neighborhood counter stores, also called ‘mom
and pop stores’ in western countries. These are big chunks forming the segregated and
unorganized retail segment. These are family-owned and- run retail-outlets picking the
goods from wholesalers totaling to around 12 million stores across India.
 Mandis: These are the largest chunk of unorganized retail catering to urban and rural
masses. Mandis is physically located at different regions to enhance convenient
shopping. The sellers bring across various products like eatables, vegetables and fruits,
pulses, cereals, spices etc. The most prominent of them are sabzi mandis found in most
of the localities across India.
 Village Haats: This form is operating in rural areas where buyers and sellers gather once
in a week or month from nearby villages and small towns to cater their livelihood and
leisure needs. These haats are a source of entertainment and socialization among rural
masses.
 Push Cart Vendors: The are categories of vendors roaming from door to door in
various localities selling fruits, vegetables, and other eatables, from which mostly
housewives make purchases that too on credit.
 COMPANY PROFILE
VISHAL MEGA MART

Vishal retail Ltd is the largest market retail chain in India with more than 400+ stores in 24 states
& 129 cities across India. Retailing, in commerce, consists of buying goods or products in large
quantities from manufacturers or importers, either directly or through a wholesaler, & then
selling individual items or small quantities to the general public or end user customers, usually in
a shop, also called stores. Retailers are at the end of supply chain that link manufacturers,
wholesalers, other suppliers and the final consumers. Marketers see retailing as a part of their
overall distribution strategy. Manufactured goods are worthless until they pass through acid test
of retail distribution

Vishal Mega Mart stores offer affordable family fashion at prices to suit every pocket.
The outlet retails Garments, Footwear, Home Furnishing, Household, Food & Non-Food
Products, Ladies Accessories, Lifestyle, Hardware, Car Accessories, Techno & Electricals,
Utensils, Sports & Fitness, Stationery, Toys & Games, Travel Accessories, Furniture, Sanitary
Ware, Crockery, Consumer Durables, FMCG, etc. in almost all price ranges.

The outlet retails Garments, Footwear, Home Furnishing, Household, Food & Non-Food
Products, Ladies Accessories, Lifestyle, Hardware, Car Accessories, Techno & Electricals,
Utensils, Sports & Fitness, Stationery, Toys & Games, Travel Accessories, Furniture, Sanitary
Ware, Crockery, Consumer Durables, FMCG, etc. in almost all price ranges. when started as a
humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate
encompassing 183 showrooms in 24 states / 110 cities .India’s first hyper-market has also been
opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts
of the single largest collection of goods and commodities sold under one roof in India.

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 29, 90, 146 sq. ft. in 24 states across
India. Each store gives you international quality goods and prices hard to match. The cost
benefits that are derived from the large central purchase of goods and services is passed on to the
consumer.

The company has pan-India presence with 183 mid-sized hypermarket format stores as on April
28, 2008 covering about 2990146 sq ft retail space area .Vishal is supported by strong
manufacturing set-up in Gurgaon, Dehradun and Manesar with a capacity of 5,000 garment
pieces per day in each unit. It also has 27 warehouses located in 8 key cities in India covering
over 1.1mn sq ft area. Vishal started as a humble one store enterprise in1986 in Kolkata (erstwhile,
Calcutta) is today a conglomerate encompassing 183 showrooms in 129 cities / 24 states.
India’s first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the
national capital Delhi this store boasts of the single largest collection of goods and commodities sold
under one roof in India.
Company Background: Vishal Retail was incorporated on July 23, 2001 as Vishal Retail Private
Limited as a retailer of ready-made apparels in Kolkata in 2001. The company has acquired the
business of 'M/s The Vishal Garments' and 'M/s Vishal Garments' in 2001. In 2003, the company
has acquired the manufacturing facilities from Vishal Fashions Private Limited and M/s Vishal
Apparels. 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 states
across India. Each store gives you international quality goods and prices hard to match. The cost
benefits that are derived from the large central purchase of goods and services are passed on to
the consumer.
MISION STATEMENT
We shall deliver Everything, Everywhere, Every time for every Indian Consumer in the most
profitable Manner.

VISION STATEMENT
We share the vision and belief that our customers and stakeholders shall be served only be
creating and executing future scenarios in the consumption space leading to economic
development.

PROFILE
NAME OF THE ORGANISATION VISHAL RETAIL LIMITED
REGISTRED & HEAD OFFICE Old DC office circle ,
Opp Bhisham lake, Mahaveer
Colony, Gadag-582101

COMPANY INCORPORATED: IN I986

FOUNDERS UMA AGARWAL,

PRODUCTS Consumer Products, Industrial Products,

Shopping Products, convenience Products

Industry Retail Industry

Competitors Gadag mart, VA bazar, Reliance mart

Products available a Vishal mega mart:

Apparel and Accessories for Men, Women and Children, Sarees, Linens,
Baby Accessories,
Cosmetics,
Crockery,
Dress Materials Suiting & Shirting,
Electrical Accessories, Electronics,
Footwear,
Toys,
Home Textiles, Home Needs, Home Decor,
Household Appliances, Household Plastics, Utensils & Utilities
 ORGANIZATION STRUCTURE

Following is organizational hierarchy in Vishal mart:

Store Manager

Asst. Store Manager

Department Market CSD HR Visual Administration Info Sales

Manager Manag Manager Merchandise Manager
er

Asst. DM Maintenance Security Cashiers

Asst. Department
Manager
Manager

House Keeping
Team Leader
EXECUTIVE SUMMARY

This study mainly deals with the consumer perception towards services of vishal Mega Mart.
The stores are located in many cities across India but this study pertains to the various stores of
Vishal Mega Mart.

The reason I choose this topic as Business success in today’s competitive market requires a high
understanding and respect of customer. Customers are demanding, have more money to spend
and have a wide collection of goods and services to choose from. So to satisfy our customers, we
must be able to listen to their feedback and improve services and goods accordingly to maintain
long term relations.

The objective of my study is to study the customer satisfaction towards services of Vishal Mega
Mart. For this survey method was adopted to determine the determinants of customer
satisfaction. This study was restricted in various Outlets in Gadag.

The effective sample size was 100 respondents and the questionnaire was design in such a way
that it was easy to understand for the customers. It was a simple random sampling survey.
SIGNIFICANCE OF THE STUDY

The behavior of the consumer at the market place is depending on what he thinks as a reality or
on his perception and knowledge about the world around him. This perception may be based on
sensations from the outside world which in turn may be influenced by past experience or
learning, expectations, fantasies beliefs, values, personality etc. Thus for having a letter
understanding of buying behavior of individual marketers must examine the importance of
perception and its integration with the related concepts.

Business success in today’s competitive market requires a high understanding and respect of
customer. Customers are demanding, have more money to spend and have a wide collection of
goods and services to choose from.

To satisfy our customers, we must be able to listen to their feedback and improve services and
goods accordingly to maintain long term relations.

This research is all about to find out the customer satisfaction towards different services at
Vishal mega mart at Gadag.
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 Bangalore, 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 one 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.
 SWOT ANALYSIS

STRENGTHS:
We can encash brand image of Vishal Retail Ltd. to sell its new product.
 It sells product at cheaper prices.
  Garment sector of the Vishal is much more superior to other retail stores.
 It offers wide range of products under one roof.
 It provides good after-sale service.
 It is the only store in Lucknow where you can exchange the goods after purchase. (On selected
items).
 The Vishal Mega Mart is situated at the big market place.
 It segments on middle and lower middle-income groups, which constitute majority of the
population in India.
 It has welled design store & well-organized store.

WEAKNESSES:
 Absolutely no brand awareness for the product. (Z-Line).
 Need to incorporate many new features as per customer requirement.
 Lack of proper extraction of work from staff.
 Need to include more varieties of the same item.
 Need to provide more offers/ discounts on FMCG. Here the perception of the people is quite low,
because from my consumer behavior survey I have found out that most of respondents think that
Vishal Mega Mart is not providing good offers/Need to improve store layout according to
customer facility.
 People are not so modern in Gadag and their perceptions are quite advance.

RESEARCH METHOLOGY
Objective of the Study

 To study the customer satisfaction on services provided by Vishal Mega Mart.

 To identify the relationship existing between services afford and level of customer
satisfaction.
 To find out the level of expectation and level perception of customers from the services
afford by the Mart.
 To know the customer retention strategies & employee attention towards customers at the
mart.
 To understand the customer relationship management strategies followed at Mart.

Research Methodology:

Research methodology is the way to systematically solve the research problem. It may be under
stood as a science of studying to how research is done scientifically. In it we study the various
steps that are generally adopted by a researcher in studying his research problem along with the
logic behind them. In research methodology we not only talk of the research methods but also
consider the logic behind the methods we use in the content of our research study and explain
why we are using a particular method and why we are not using others so that research results
are capable of being evaluated either by the researcher himself or by others. Secondary data are
those which have been collected by someone else and which have already been passed through
the statistical process. There are several ways by which secondary data can be classified.

Problem Definition: -

To find out the customer satisfaction level towards services of Vishal Mega Mart.
Approach to the problem: -

The project was undertaken to do market survey for compare the services of Vishal Mega Mart at
Gadag

This project dealt with visiting the various outlets, interacting with consumers and collecting
information from them with the help of questionnaire.

Type of Research Design-

Exploratory Research: Exploratory research when little is known about the topic and previous
theories or ideas do not apply. Exploratory research clarifies problems, gathers data and creates
initial hypothesis and theories about subjects. The primary point of exploratory research is to

give researchers pertinent information and help them to form initial hypotheses about the subject.

Descriptive Research: Descriptive research is done with a specific research question in mind. It
gives a set view of the subject, population, market segment or problem. Descriptive research
provides research questions, populations or methods of analysis before the research is started. In
marketing, it often consists of longitudinal studies, which study the behavior of individuals over
time, and cross-sectional studies, which examine many populations at one specific time.
As this project is all about market survey for comparing services of Vishal Mega Mart and Big
Bazaar for which need to prepare a questionnaire to gather information from consumers. Hence
this statement signifies to be a Descriptive Research
Importance of Marketing Research
Marketing Research have its importance not only for consumer & market, it also proves
beneficial to the producer of goods and services. The use of marketing research in any market
may be explained on the basis of following services by it: -

1. It ascertains the position of a company in specified Industry.

2. It indicates the present future trend of industry and points out how the company’s affairs are
to be turned up.

3. It helps in development & introduction of new product.

Sources of data collection: -

Primary sources: Primary source is a term used in a number of disciplines to describe source
material that is closest to the person, information, period, or idea being studied. In this market
research primary data is generated through questionnaire.

Data collection method for Primary sources: -

The following methods are widely used for collection data.

(i) Survey method.

(ii) Observation method.

Survey method: In this research Survey method was used for collection of data through
personal interaction with consumers with the help of framed questionnaire.

Observation method: Apart from survey, observation method was also used to get data by
observing the behavior of consumers in the outlet.

Secondary sources: Secondary data are data which have already been collected for purposes
other than the problem at hand. These data can be located quickly and inexpensively. In this
research secondary data is being collected through internet, journals and magazines, books of
retails.

QUESTIONNAIRE DESIGN / FORMULATION

Formulating an appropriate questionnaire containing the relevant number of questions. The

questionnaire would help guide the interviewer to give the interview or talk a proper direction.
The questionnaire will act as a guide to the interviewer to collect all the useful information and
input from the retailers and customers so that better information and feedback about brand
awareness can be collected.

Questionnaire: - A questionnaire consists of a set of questions presented to respondent for their

answers. It can be Closed Ended or Open Ended

Open Ended: - Allows respondents to answer in their own words & are difficult to Interpret
and Tabulate.

Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.

Sampling Techniques:-

SAMPLING DESIGN: Regardless of design or method that is being used to obtain both
primary and secondary data. The main approach of gathering the information relating to the
project has to be obtained through filling up the questionnaire from consumers and getting the
full knowledge about the product.

SAMPLING TYPE: Simple Random Sampling

SAMPLE SIZE: The sample size selected was 100 consumers.

QUESTIONNAIRE ANALYSIS:

Q1. How often do you visit the store?

a. Once in a week.

b. Twice in a week.

c. Once in a month.

d. Twice in a month.

e. Once in a year.
Q2. Which section of the store does you like the most?

a. Food mart.

b. home ware.

c. Household.

d. Medi Mart.

e. Kids.

f. Jewel mart.
Q1. How often do you shop?

Vishal Mega Mart

Twice in a week 6
Once in a week 14
Twice in a week Once
During special offers 28 6% in a
week
14%
Whenever need 52 Whenever
arises need arises During special
52% offers
28%

INTERPRETATION

Here we can see that 58% of Vishal Mega Mart customers shop the most whenever their
need arises.
Q3. Are you satisfied with the services offered at this store?

Respondents at Vishal
Mega Mart
Strongly Agree 11

Agree 69

Disagree 13

Strongly Disagree 7

Respondents at Vishal Mega

Mart
Strongly Agree Agree
Disagree Strongly Disagree
7% 11%
13%

69%

Interpretation:
Here we can see that majority of the Vishal Mega Mart respondents are agreed and strongly
agree with the services offered
Q4. Is staff available in timely manner and offered to help you?

Respondents at Vishal
Mega Mart
Strongly Agree 16

Agree 60

Disagree 20

Strongly Disagree 4

Respondents at Vishal Mega Mart

60

50

40
Respondents at Vishal Mega
Mart
30

20

10

0
Strongly Agree Disagree Strongly
Agree Disagree

INTERPRETATION

Here we can see that 16% respondents at Vishal Mega Mart said that staff available at
every department and offered help every time 60% respondents of Vishal Mega Mart
Respondents are agreed that they find staff available at department where they needed.
Q5. Is staff showed knowledge of the products/services and answered your
queries properly?
Respondents at Vishal
Mega Mart
Strongly Agree 9

Agree 66

Disagree 16

Strongly Disagree 9

66

16
9 9

Strongly Agree Agree Disagree Strongly Disagree

Respondents at Vishal Mega Mart

INTERPRETATION

9% respondents of Vishal Mega Mart said that staff greets them properly and showed knowledge
towards the product/service and answered all the queries properly.
Q6. Is Staffs delivered the appropriate service as promised?
Respondents at
Vishal Mega Mart
Strongly Agree 12
Agree 68
Disagree 15
Strongly Disagree 5

70

60

50

40

30 Respondents at Vishal
Mega Mart
20

10

0
Strongly
Agree Agree
Disagree
Strongly
Disagree

INTERPRETATION

Only 5% respondents of Vishal Mega Mart strongly disagree that services are delivered as
promised.
Q7. The store layout at this store makes it easy for you to find what you need.
Respondents at
Vishal Mega Mart
Excellent 32
Good 49
Average 12
Poor 7

50
45
40
35
30
25
20
15
10
5
0
Excellent Good Average Poor

Respondents at Vishal Mega Mart

INTERPRETATION

32% respondents at Vishal Mega Mart feel store layout is excellent as they easily find what they
needed.
Q8. How do you feel about after sales service of the store?
Respondents at
Vishal Mega Mart
Excellent 14
Good 46
Average 29
Poor 11

50
40
30
20
10
0
Excellent
Good
Average
Poor

Respondents at Vishal Mega Mart

INTERPRETATION

14%respondents at Vishal Mega Mart and 8 feel after sale services are excellent.
Q9. Did you ever face any problem while you are Exchange/return your
goods?
Respondents at
Vishal Mega Mart
Strongly agree 5
Agree 13
Disagree 60
Strongly disagree 22

60

50

40

30 Respondents at Vishal
Mega Mart
20

10

0
Strongly Agree Disagree Strongly
agree disagree

INTERPRETATION

Few respondents of Vishal Mega Mart face problem while exchanging of goods, majority of
respondents faces problems during exchanging of their goods.
Q10. Your complaints are constructively handled.
Respondents at
Vishal Mega Mart
Strongly agree 23
Agree 50
Disagree 20
Strongly disagree 7

50
45
40
35
30
25
20
15
10
5
0
Strongly agree Agree Disagree Strongly disagree

Respondents at Vishal Mega Mart

INTERPRETATION

Majority of the respondents of Vishal Mega Mart said that their complaints were handled in a
proper manner. majority said that employees are lack behind in resolving problems properly.

Q11. Please rate the following attribute with scale of 1-5

5-Excellent 4-Good 3- Average 2-Below average 1-Poor

BIBLOGRAPHY
1. http://info.shine.com/company/Vishal-Retail-Ltd/1794.aspx

2. http://info.shine.com/company/Vishal-Retail-Ltd/1794.aspx
Questionnaire

Name :- ............................................................. Store Name:……………………..

Gender: - Male Female

Age group: - Below 25 26-35 36-50 Above50

Please mark √ on

Q1. How often do you shop?

Twice in a week Once in a week

During Special offers Whenever the need arises

Q2. Are you satisfied with the services offered at store which you shop the most?

Strongly agree Agree Disagree Strongly Disagree

Q3. Is staff available in timely manner and offered to help you?

Strongly agree Agree Disagree Strongly Disagree

Q4. Is staff showed knowledge of the products/services and answered your queries
properly?

Strongly agree Agree Disagree Strongly Disagree

Q5. Staffs deliver the appropriate service as promised.

Strongly agree Agree Disagree Strongly Disagree

Q6. The store layout at this store makes it easy for you to find what you need.
Excellent Good

Average Poor

Q7. How do you feel about after sales service of the store?

Excellent Good

Average Poor

Q8. Did you ever face any problem while you are Exchange/return your goods?

Strongly agree Agree Disagree Strongly Disagree

Q9. Your complaints are constructively handled.

Strongly agree Agree Disagree Strongly Disagree

Q10. Please rate the following attribute with scale of 1-5

5-Excellent 4-Good 3- Average 2-below average 1-poor

Ambience 5 4 3 2 1

Display 5 4 3 2 1

Billing System 5 4 3 2 1

Physical facilities 5 4 3 2 1
(Trial rooms and Restrooms)

Parking 5 4 3 2 1

Q11. Give your Suggestion, if any