Research Project on Vishal Mega Mart

Research Project Report on
“ Comparative Study of Vishal Megamart at Sonepat ”
Submitted By :- Under the Guidance of :-
Vinay - 13001432052 Dr. Rupa Rathee
Sushil -13001432048 ( Assistant Professor )
Shweta- 130014302046
Sagar - 13001432041
Komal -13001432014
Department of Management Studies
DEENBANDHU CHHOTU RAM UNIVERSITY OF SCIENCE
& TECHNOLOGY, MURTHAL (SONEPAT) - 131039, INDIA
(ESTABLISHED BY STATE LEGISLATIVE ACT NO. 29 OF 2006 & APPROVED
UNDER SECTION 1203) OF THE U.G.C. ACT.).

CONTENTS
 Executive Summary
 Introduction
 Growth of Retail Sector
 Vishal Retail Ltd History
 Review of Literature
 Research Methodology
 Analysis & Interpretation
 Findings
 Complaints
 Recommendations
 Questionnaire

 References
EXECUTIVE SUMMARY
The project is about Customer Satisfaction & Consumer Behaviour towards Vishal
Mega Mart , Sonepat-131001, Haryana. Retail industry is booming all around the globe
at a very fast pace. Vishal Retail is a known and strong competitor in the retail industry
since 23 years. When we talk about Indian market, the demands of everything which you
can find in every retail store are increasing every year. Indians are famous for their
traditions and festivals and exchanging gifts with friends and relatives is a part of it.
This project report is the study of various parameters of behavior of consumer towards
Vishal Mega Mart and relates it to the theoretical aspects within the scope of our
subjects. It also helps us in understanding the functioning that took place with in an
organization from different perspectives. A questionnaire has been drafted, to try and
understand the psyche of the VISHAL MEGA MART customers to know their needs
and expectations which can be further utilized by the company to gain a competitive
edge over their competitors.

INTRODUCTION
The Retail Sector is the largest sector in India after agriculture, accounting for over 10
per cent of the country’s GDP and around 8 per cent of the employment. India has the
most unorganized retail market in the world. Most retailers of the unorganized retail
market have their shop in the front and house at the back. The Retail Industry in India is
today amongst the fastest growing industries with several players entering the market.
Currently, the organized retail sector accounts for only 2 per cent indicating a huge
potential market opportunity. India is being seen as most attractive market by retail
investors from all over the world. Retail is clearly the sector that is poised to show the
highest growth in the next five years. The sector is set for a revolution, as both the
present players and new entrants are gearing up to explore the market. The present size
of the organized retailing sector is approximately 3% and is expected to grow to 25-30%
by the year 2010. There are about 300 new malls, 1500 supermarkets and 325
departmental stores currently under construction. Many players are coming up with huge
investments, due to which the present 12 million mom-and-pop shops and kirana stores
fear losing their business. Most predictions say that the sector might reach to US$ 400-
600 billion by the year 2010.
Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and many others are
ready to enter the retail markets. The rising demands of branded products and increase in

purchasing power have lured these companies to enter the market. Modern retail
development in India is focused on the cities like Mumbai, Pune, Ahmedabad, Delhi and
the National Capital Region, Chennai, Banglore, Hyderabad, Kolkata. The leading
Indian retailers are Bata India Ltd, Big Bazaar, Crossword, Vishal Mega Mart., Food
Bazaar, Globus Stores Pvt. Ltd., Liberty shoes Ltd., Music World Entertainment Ltd.,
Pantaloon Retail India Ltd., Shoppers Stop, Subhiksha, Titan Industries etc.
MODERN RETAIL STRUCTURE:-
It includes-
 Malls like Ansal Plaza (New Delhi), Nucleus (Pune), Centre Stage (Noida) etc
 Discount Stores like Brand Factory, Loot, M&B Factory, Subhiksha, Big
Apple, and Reliance Fresh.
 Department Stores like Shoppers Stop, Big Shop, and Pantaloons.
 Hypermarkets/ Supermarkets like Big Bazaar, Vishal Mega Mart.
 Convenience Stores like Spencer’s Daily, Tru Mart, Choupal, More.
 Multi Brand Outlets like Globus.

CURRENT SCENARIO
A glimpse of the international retail-
• 47 global fortune companies & 25 of Asia's top 200 companies are retailers
• Dominated by developed countries
• US, EU & Japan constitute 80% of world retail sales.
• Biggest player in India is Pantaloon Retail India Limited.
PERCENTAGE OF ORGANIZED RETAIL:-
• USA - 85%
• Taiwan - 81%
• Malaysia - 55%
• Thailand - 40%
• Brazil - 36%

• Indonesia - 30%
• Poland - 20%
• China - 20%
• India - 3%
According to A.T. Kearney GLOBAL RETAIL DEVELOPMENT INDEX, India was
placed at 1st position in the year 2005. However within 2 years of time i.e 2007, it is
being placed at 2nd
position jointly with China and after Vietnam.
GROWTH OF RETAIL SECTOR
The following are the reasons for growth of retail sector in India- Increase in disposable
income of consumers, Increase in consuming desire, Low share of organized retailing.
Purchasing power of Indian urban consumer is growing and branded merchandise in
categories like Apparels, Accessories, Food, and even Jewellery, are slowly becoming
lifestyle products. Retailers are taking benefit of this growth and accordingly are aiming
to expand. Indian retail is expanding at a fast pace. India's retail industry, which is

currently valued at nearly $350 billion, is expected to double in size by 2015. The Indian
Retail Industry is gradually moving ahead towards becoming the next boom industry.
Modern Large-Format retail, efficiently connects the producers and the consumers and is
helpful to both in the long run. In India there is a huge wastage of fresh fruits and
vegetables. In this scenario, the Large-Format Retail provides all important
infrastructures to carry the farm produce to the consumers with lesser wastage. In this
way the farmers get better returns and the consumer better quality and price.
KEY TRENDS:-
The existing players like Big Bazaar, Shoppers' Stop, Piramyd, and Vishal Mega Mart
are expanding to smaller towns and cities. Many other business houses are planning to
enter the retail sector either on their own or through partnerships. New entrants like
Bharti pvt ltd and Wal-Mart are going to enter the market soon. Even rural areas will
provide a huge opportunity to be explored.
VISHAL RETAIL PVT. LTD. HISTORY
What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is
today a conglomerate encompassing around 183 showrooms in 110 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 singe largest collection of

goods and commodities sold under one roof in India.
VRPL was incorporated on July 23, 2001 under the Companies Act, 1956 as Vishal
Retail Private Limited. VRPL was converted to a public limited company on February
20, 2006. At the time of incorporation, the registered office of VRPL was situated at 4,
R. N. Mukherjee Road, Kolkata 700 001. Subsequently VRPL’s registered office was
shifted to 54/4C, Strand Road, Kolkata 700 006 on August 1, 2001 and on February 14
2004, VRPL’s registered office was shifted to Mouza Kuch Pukur, P.S. Bhangore, 24
Paragnas (South), West Bengal. On December 29, 2005, VRPL’s registered office was
shifted to RZ-A-95 & 96, Road No. 4, Street No. 9, Mahipalpur Extension, New Delhi
110 037, which is the present registered office of the Company. The fresh certificate of
incorporation consequent on change of name was granted to our Company on February
20, 2006 by the Registrar of Companies, West Bengal.
With a business purchase agreement dated November 23, 2001 executed between VRPL
and Mr. Ram Chandra Agarwal (carrying on proprietorship business in the name of M/s
The Vishal Garments) and Mrs. Uma Agarwal (carrying on proprietorship business in
the name of M/s Vishal Garments), VRPL acquired the business of “M/s The Vishal
Garments” and “M/s Vishal Garments”, and the said businesses were transferred to
VRPL as a going concern with effect from December 15, 2001.
With a business purchase agreement executed between VRPL and M/s Vishal Fashions
Private Limited, they acquired the business of manufacturing of readymade garments as
a going concern with effect from March 31, 2003. VRPL went into backward integration
by acquiring a manufacturing unit for readymade garments.

DETAILS OF DIRECTORS
Mr. Ram Chandra Agarwal, 43 years, is VRPL’s Chairman and Managing
Director. He holds a bachelor’s degree in commerce from St. Xavier’s College, Kolkata.
Mr. Agarwal has more than 20 years of experience in the retail industry and has been
with VRPL since their inception in 1997. He started the business under the name of
“Vishal Garment” with a small store at 9, Lal Bazaar Street, Kolkata. Mr. Agarwal has
made efforts for the development of the value retailing industry in India and is well
known for his business acumen.
Mrs. Uma Agarwal, 33 years, is an executive Director of VRPL. She holds a
bachelor’s degree in arts. Mrs. Agarwal has more than 7 years of experience in the retail
industry. She has been associated with accounts department of VRPL.
Mr. Surendra Kumar Agarwal, 46 years, is an executive Director of VRPL. He
holds a bachelor’s degree in commerce. Mr. Agarwal has more than 17 years of
experience in the retail industry. He has been associated with store development and
management at various locations of VRPL.
Mr. Bharat Jain, 45 years, is an independent Director of VRPL. He holds bachelor’s
degree in commerce. Mr. Jain is engaged in the business of leather garments and

accessories and has more than 23 years of work experience. Mr. Jain joined VRPL Board
on May 8, 2006.
Mr. Rakesh Aggarwal, 44 years, is an independent Director of VRPL. He holds a
master’s degree in commerce. Mr. Aggarwal is currently engaged in roto-moulding
industry has more than 20 years of work experience. Mr. Aggarwal joined VRPL Board
on October 31, 2006.
Mr. Ram Chandra Aggarwal is the husband of Mrs. Uma Agarwal and brother of Mr.
Surendra Kumar Agarwal. None of our other Directors are related to each other.
VRPL PROMOTERS AND GROUP COMPANIES
The following individuals are the Promoters of the Company:
a). Mr. Ram Chandra Agarwal;
b). Mrs. Uma Agarwal; and
c). Mr. Surendra Kumar Agarwal.
The following companies are the Promoters of the Company:
a). Unicon Marketing Private Limited;
b). Ricon Commodities Private Limited; and
c). Vishal Water World Private Limited.
The company has during the year 2008, established its five new companies by the name
of VRL Foods Ltd., VRL Movers Ltd., VRL Consumer Goods Ltd., VRL Fashions Ltd.
& VRL Infrastructure Ltd., none of the companies have commenced business operations
during the year.

VRPL’s BUSINESS:-
VRPL started as a retailer of ready-made apparels in Kolkata in 2001. In 2003, VRPL
acquired the manufacturing facilities from Vishal Fashions Private Limited and M/s
Vishal Apparels. Subsequently, with evolution of retail industry in India and change in
consumer aspirations, VRPL diversified their portfolio of offerings to include other retail
goods. Currently, VRPL sell ready-made apparels and a wide range of household
merchandise and other consumer goods such as footwear, toys, watches, toiletries,
grocery items, sports items, crockery, home furnishing, beverages, drinks, gift and
novelties.
VRPL follow the concept of value retail in India. In other words, VRPL’s business
approach is to sell quality goods at reasonable prices by either manufacturing themselves
or directly procuring from manufacturers (primarily from small and medium size
vendors and manufacturers). VRPL endeavor to facilitate one-stop-shop convenience for
their customers and to cater to the needs of the entire family. VRPL believe this concept
has helped them grow to their current size within a short time frame of 8 years.
In order to reduce costs and take advantage of economies of scale VRPL have embarked
on backward integration of their products. VRPL’s apparel manufacturing plant is
located at Gurgaon, Haryana. For ensuring efficiency in supply chain, VRPL have set up
seven regional distribution centers located around Kolkata (West Bengal), Thane
(Maharashtra), Jaipur (Rajasthan), Ghaziabad (Uttar Pradesh), Ludhiana (Punjab),
Gurgaon (Haryana) and Delhi. Further, VRPL have focused on developing a cost and
time efficient distribution and logistics network, which currently comprises seven
distribution centers and a fleet of trucks for transportation.
VRPL achieved total sales of Rs. 1005.31 cr for fiscal 2008, as opposed to a turnover of
Rs.602.65 cr for fiscal 2007 and Rs. 288.46 million for fiscal 2006. During the same
period VRPL’s profit after tax was Rs. 40.64 cr, Rs.25.07 cr and Rs. 12.39 cr,

respectively.
REVIEW OF LITERATURE
CONSUMER ATTITUDES TOWARDS FOREIGN RETAILERS’ PRODUCTS
Bircan Asuk
Abstract:- Turkey has attracted foreign retailers for many years because of its high
population, growing economy, growing market potential, young population and also, its
high labour force. Although conditions are attractive, foreign retailers face some problems
related to different demographic characteristics, different values, attitudes and different
cultures of consumers in Turkey and also, in the other countries. One of the most important
factors that affects consumers’ attitudes towards foreign retailers’ products and their
willingness to purchase these brands is consumer ethnocentrism (According to
ethnocentrism; people evaluate their race more superior than the other races). The aim of
this research is generally to examine Turkish consumers’ atttitudes towards foreign
retailers’ products. In this respect, consumer ethnocentrism is explored among Turkish
consumers. Besides, it is explored how this consumer ethnocentrism affect product
judgement of foreign products and willingness to buy these products. The effect of age and
education on attitudes is also investigated. Data was collected through a questionnaire.
And this questionnaire was applied to 50 people in October 2009
EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAIL
ENVIRONMENT: FUNCTION OF CONSUMERS’ VISUAL AESTHETIC
SENSITIVITY
Sarah Eubanks Wilhoit
ABSTRACT: - The primary goal of retail environments is to stimulate positive behavior
from consumers viewing the fulfilled plan of the designer or architect. This study explores
the influence of the consumer trait, visual aesthetic sensitivity, upon the visual aesthetic
design features of the store environment and consumer behavior. Treatment of the visual

aesthetic design features of the retail environment as an integrated, holistic arrangement
demonstrate the dynamic interrelation of the environment and perception as explained by
Gestalt theory. Data was collected through traditional survey techniques. Statistical
analyses using exploratory factor analysis, ANCOVA, and MANCOVA reveal distinct
differences between consumers with high versus low visual aesthetic sensitivity in store
environment evaluations and consumer behavior.
CONSUMER ATTITUDES TOWARDS THE AMERICAN RETAIL SYSTEM
Charles A. Lngene
Abstract: - This paper develops a theoretical model of consumer purchase decisions in a
competitive retail system. Emphasis is placed on the relationship between per household
expenditures and consumers' surplus. It is shown that parametric changes can cause
expenditures and surplus to move in opposite directions. Empirical evidence on factors
which influence grocery and department store purchases is presented. Such evidence, in
conjunction with the theoretical model, can offer insights into consumer attitudes towards
the American retail system. A micro-level, behavioral analysis predicated upon this
research is then proposed as a method of determining actual consumer attitudes.
UNDERSTANDING CONSUMER'S ATTITUDE TOWARDS RETAIL STORE IN
STOCKOUT SITUATIONS
AAbstract: The study showed that six of the independent variables considered, namely, shopping
attitude of respondent, store loyalty (SL), perceived store prices, store distance,
shopping frequency, and brand loyalty (in order of importance of impact) significantly
influenced consumers' attitude towards retail store in out-of-stock.
CONSUMER SHOPPING BEHAVIOR AMONG MODERN RETAIL FORMATS
Hotniar Siringoringo

Abstract:- The given article shows that individual determinant such as shopping intension,
attitude towards retail outlet, and shopping habit plays important role on consumer
shopping decision. Attitude towards retail outlet and shopping habit influence shopping
intension. This implies, retailers should concentrate on strategies in building consumers’
positive attitude towards retail, so that consumers visit their retail in order to make
purchases regularly. However it found that it is no different of this individual determinant
among retail format. This imply, consumer visit all format in making convenience goods
purchase.
STUDY OF RURAL CONSUMER BEHAVIOR TOWARDS RURAL RETAIL
STORES
Krishan Kumar
Abstract:-In India for a long time a large chunk of retail outlets were grocery shop. This
pattern had been changing in recent years, in urban and rural markets. Of late, India's
largely rural population has also caught the eye of retailers looking for new areas of
growth. A slew of supermarket chains, including those of the Tata and ITC, are set to
storm the rural areas of the country as corporate realize the huge potential of the untapped
market ITC launched the country's first rural mall 'Chaupal Sagar', offering a diverse
product range from FMCG to electronic appliances to automobiles, attempting to provide
farmers a one-stop destination for all of their needs. Companies such as Godrej and DCM
Shriram Consolidated are launching `one-stop shops' for farmers and their communities.
Godrej Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural India
by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility marts over 2006-07.
Positioned as a one-stop shop, the Hariyali Kisaan Bazaar Chain will cater to a variety of
farmers' needs by providing access to retail banking, LPG outlets and even a motorcycle
showroom.
Marketers are trying to grab this untapped market but still the reach of those players is
mere they should more focused and rural oriented. There are some points which they
should undertaken
• The retailer approach should be more professional like in urban
• The retailers should try for up selling and cross selling rather to focus on the bulk
selling
• The promotion strategy should be local and easy to grab able for the target
audience

• The quarries and questions should be addressed by retailer
• The awareness about product quality should be spread between customer so they
can shift to these stores rather to traditional stores
• Stores should enhance their portfolio so that more and more customers can find
their needs.
CONSUMER SHOPPING BEHAVIOR IN MALLS WITH LARGE SCALE
ENTERTAINMENT CENTERS.
Abstract:- The concept of 'entertainment' is hard to define in the context of a shopping
center. It could be viewed in a very narrow sense as consisting of just fides, games, and
shows, or in a broad sense as a combination of the entire shopping experience. The present
study, however, focuses specifically on common area entertainment centers within malls,
operationally defined as a concentrated, centralized, entertainment area of at least 30,000
square feet and containing a variety of entertainment opportunities, including various types
of rides for children, carrousels, miniature golf courses, soft play structures, simulator
rides, etc. Although malls have traditionally offered several different types of
entertainment options, it is this category that has seen the most growth in recent years.
Most previous academic research studies have treated such entertainment centers as just
one additional characteristic of a shopping center which could be included
in retail gravitational models to predict consumer patronage of shopping centers or the
market potential of a particular location. Such gravitation models have traditionally
included factors such as distance and travel time, size of a shopping area, characteristics of
the shopping center, consumer characteristics, and the cost of shopping to consumers
(Craig, Ghosh, & McLafferty, 1984). In terms of shopping center patronage, Bellenger et
al. (1977) found that some consumers placed the greatest value on convenience and
economic attributes including convenience to home, accessibility, and the presence of
services such as banks and restaurants. Others, however emphasized recreational attributes
including atmosphere, fashionability, variety of stores and merchandise. More recent
studies have supported these results on the importance of recreational attributes including
atmospherics (Donovan & Rossiter, 1982); pleasurable shopping experiences (Dawson,
Bloch, & Ridway, 1990); and the social aspects of mall shopping (Feinberg, Sheffler,
Meoli, & Rummel, 1989; Jarboe & McDaniel, 1987).
However, as mentioned earlier, there has been very little academic research on mega-malls
and the effects of entertainment centers in such malls on consumer behavior. Most of the

research conducted on this relatively recent phenomenon has been done by either mall
developers in specific malls (e.g., Stiller & Smith, 1992) or by private research agencies
which provide a fee-based information service (e.g., U.L.I. Publications). These studies
have primarily focused upon defining the trading area of the mall, the consumer
characteristics, and the extent of patronage at various stores and entertainment centers.
Testimonials to the effectiveness of the entertainment centers seem to be based not so
much on this research as on the gut instinct of developers and the success of most of the
mega-malls. For example, John Denlinger, the vice president of operations for Time-Out
Amusements Inc., an operator of entertainment centers, says that such entertainment
centers "are helping attract people from farther away, encouraging them to bring the whole
family to the mall, and getting them to shop more once they are there". James Ginsberg,
vice-president of Recreational Concepts Inc., also an operator of such entertainment
centers has similar views, "if malls get people into their centers, they will stay longer. This
is especially true in the case of people coming from longer distances, who to justify the
time spent getting there, are more likely to spend more money because they are there"
(Bivins 1989, p.23). None of these statements, however, are supported by any published
research findings.
The present study seeks to provide this support by investigating the effects of the
entertainment centers on the shopping behavior of consumers. In particular, the
characteristics and shopping behavior of consumers who visit the entertainment centers is
investigated and compared to the characteristics and shopping behavior of consumers who
do not. Factors investigated include the distance traveled to reach the mall, demographic
characteristics and group composition, the amount of time and money spent at the mall
stores, the department stores, and the food court.

RESEARCH
METHODOLOGY
The present study was undertaken “CUSTOMER SATISFACTION TOWARD
VISHAL MEGA MART, SONEPAT”. This chapter gives as research design, data
collection method, sampling techniques, fieldwork carried out, limitations inherent in the
project and finally coverage of research work
Research Methodology

Research methodology is the way to systematically solve the research problem Is 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
.
Survey Method
The survey is a non-experimental, descriptive research method. Surveys can be useful
when a researcher wants to collect data on phenomena that cannot be directly observed
(such as opinions on library services). Surveys are used extensively in library and
information science to assess attitudes and characteristics of a wide range of subjects, from
the quality of user-system interfaces to library user reading habits. In a survey, researchers
sample a population. Basha and Harter (1980) state that "a population is any set of persons
or objects that possesses at least one common characteristic." Examples of populations that
might be studied are 1) all 1999 graduates of GSLIS at the University of Texas, or 2) all
the users of UT General Libraries. Since populations can be quite large, researchers
directly question only a sample (i.e. a small proportion) of the population

Types of Surveys
Surveys can be divided into two broad categories: the questionnaire and the interview.
Questionnaires are usually paper-and-pencil instruments that the respondent completes.
Interviews are completed by the interviewer based on the respondent says. Sometimes, it's
hard to tell the difference between a questionnaire and an interview. For instance, some
people think that questionnaires always ask short closed-ended questions while interviews
always ask broad open-ended ones. But you will see questionnaires with open-ended
questions (although they do tend to be shorter than in interviews) and there will often be a
series of closed-ended questions asked in an interview. Survey research has changed
dramatically in the last ten years. We have automated telephone surveys that use random
dialing methods. There are computerized kiosks in public places that allows people to ask
for input. A whole new variation of group interview has evolved as focus group
methodology. Increasingly, survey research is tightly integrated with the delivery of
service. Your hotel room has a survey on the desk. Your waiter presents a short customer
satisfaction survey with your check. You get a call for an interview several days after your
last call to a computer company for technical assistance. You're asked to complete a short
survey when you visit a web site. Here, I'll describe the major types of questionnaires and
interviews, keeping in mind that technology is leading to rapid evolution of methods. We'll
discuss the relative advantages and disadvantages of these different survey types in
Advantages and Disadvantages of Survey Methods
Questionnaires

When most people think of questionnaires, they think of the mail survey. All of us have, at
one time or another, received a questionnaire in the mail. There are many advantages to
mail surveys. They are relatively inexpensive to administer. You can send the exact same
instrument to a wide number of people. They allow the respondent to fill it out at their own
convenience. But there are some disadvantages as well. Response rates from mail surveys
are often very low. And, mail questionnaires are not the best vehicles for asking for
detailed written responses. A second type is the group administered questionnaire. A
sample of respondents is brought together and asked to respond to a structured sequence of
questions. Traditionally, questionnaires were administered in group settings for
convenience. The researcher could give the questionnaire to those who were present and be
fairly sure that there would be a high response rate. If the respondents were unclear about
the meaning of a question they could ask for clarification. And, there were often
organizational settings where it was relatively easy to assemble the group (in a company or
business, for instance). What's the difference between a group administered questionnaire
and a group interview or focus group? In the group administered questionnaire, each
respondent is handed an instrument and asked to complete it while in the room. Each
respondent completes an instrument. In the group interview or focus group, the interviewer
facilitates the session. People work as a group, listening to each other's comments and
answering the questions. Someone takes notes for the entire group -- people don't complete
an interview individually.
Survey Interviews
Interviews are a far more personal form of research than questionnaires. In the personal
interview, the interviewer works directly with the respondent. Unlike with mail surveys,
the interviewer has the opportunity to probe or ask follow-up questions. And, interviews
are generally easier for the respondent, especially if what is sought is opinions or
impressions. Interviews can be very time consuming and they are resource intensive. The

interviewer is considered a part of the measurement instrument and interviewers have to be
well trained in how to respond to any contingency. Almost everyone is familiar with the
telephone interview. Telephone interviews enable a researcher to gather information
rapidly. Most of the major public opinion polls that are reported were based on telephone
interviews. Like personal interviews, they allow for some personal contact between the
interviewer and the respondent. And, they allow the interviewer to ask follow-up
questions. But they also have some major disadvantages. Many people don't have publicly-
listed telephone numbers. Some don't have telephones. People often don't like the intrusion
of a call to their homes. And, telephone interviews have to be relatively short or people
will feel imposed upon.
Constructing the Survey
Constructing a survey instrument is an art in itself There are numerous small decisions that
must be made -- about content, wording, format, placement--that can have important
consequences for your entire study. While there's no one perfect way to accomplish this
job, we do have lots of advice to offer that might increase your chances of developing a
better final product. First of all you'll learn about the two major types of surveys that exist,
the questionnaire and the interview and the different varieties of each. Then you'll see how
to write questions for surveys. There are three areas involved
in writing a question:
• determining the question content, scope and purpose
• choosing the response format that you use for collecting information from the
respondent

• figuring out how to word the question to get at the issue of interest
Finally, once you have your questions written, there is the issue of how best to place them
in your survey. You'll see that although there are many aspects of survey construction that
are just common sense, if you are not careful you can make critical errors that have
dramatic effects on your results.
Details Of Research
Method Used: Survey method
Type Of survey: Interview
Instrument used: Questionnaire
Sample size: 100
Data used: Both Primary & Secondary
Data Collection
Data Collection is an important aspect of any type of research study. Inaccurate data
collection can impact the results of a study and ultimately lead to invalid results. Data

collection methods for impact evaluation vary along a continuum. At the one end of this
continuum are quantatative methods and at the other end of the continuum are Qualitative
methods for data collection .
Data collection methods
The Quantitative data collection methods, rely on random sampling and structured data
collection instruments that fit diverse experiences into predetermined response categories.
They produce results that are easy to summarize, compare, and generalize. Quantitative
research is concerned with testing hypotheses derived from theory and/or being able to
estimate the size of a phenomenon of interest. Depending on the research question,
participants may be randomly assigned to different treatments. If this is not feasible, the
researcher may collect data on participant and situational characteristics in order to
statistically control for their influence on the dependent, or outcome, variable. If the intent
is to generalize from the research participants to a larger population, the researcher will
employ probability sampling to select participants. Typical quantitative data gathering
strategies include:
• Experiments/clinical trials.
• Observing and recording well-defined events (e.g., counting the number of patients
waiting in emergency at specified times of the day).
• Obtaining relevant data from management information systems.

Primary Data Collection
The considerable and diverse array of primary data methods includes, e.g., true
experiments such as randomized controlled trials (RCTs) and other controlled trials; other
prospective but uncontrolled trials; observational studies such as case-control, cross-
sectional studies, and surveillance studies; and simpler designs such as case series and
single case reports or anecdotes. These methods can be described and categorized in terms
of multiple attributes or dimensions, such as whether they are prospective or retrospective,
interventional or observational, controlled or uncontrolled, and other attributes noted
below. Some of these methods have alternative names, and many studies employ nearly
limitless combinations of these attributes
• Primary data used in this project is mainly collected through questionnaire which has
been taken with the help of sample size which has been taken and after that the entire data
has been manipulated
Secondary data
Secondary data originally collected for a different study, used again for a new research
question.

• Service District Statistics including basic client counts, attributes, demographics,
social conditions and lots of program information (analogous to public schools and
school teachers, who constitute some of the most accountable of public servants).
• Other Social and Economic Indicators, Consumer Price Index, unemployment
figures, inflation indicators, Income Figures, etc.
• Resource Inventories and other needs assessments
• Opinion Polls taken by others
• Budgets
The secondary data used in this project is :
• Through internet
• Through books of retail
• Company profiles of Vishal Mega Mart, big bazaar and shopper's stop

Questionnaire
A study of Customer Satisfaction at Vishal Mega
Mart
Questionnaire for Comparative Study of Vishal Mega Mart & its Competitors Research Project
DCRUST, Murthal ( Academic Year 201415 )

* Required
Part A ( Personal Information )
1. Q1. Name *
2. Q2. Age
Check all that apply.
Under 25
2535
3545
45 & Above
3. Q3. Sex *
Male
Female
4. Q4. Occupation *
Mark only one oval.
Student
Self Employed
Professional
Service
Housewife

Q5. Total Household Income ( in Rupees ) ? *
Less than 30,000' per month 30,000 60,000' per
month 60,000 1,00,000' per month More than
1,00,000 per month
Part B ( About Store )
6. Q6. How often do you visit the Store ? *
Mark only one oval.
Once in a Week
Once in 15 Days
Once in a Month
Once in 23 Months
7. Q7. Which Section of the Store do you like the Most ? *
Mark only one oval.
Household
Jewellery
Food Mart
Clothing Mart
Kids
Media Mart
Health Mart
8. Q9. Main Reason for Coming to the Store ? *
Mark only one oval.
Value for Money
Discounts
Nearby Location
Saving of Time
Other

9. Q10. Distance Covered While Coming to the Store ? *
0 5 Km
510 Km
1015 Km
More than 15 Km
10. Q12. Preferred Timmings to Coming ? *
10:00 11:59 am
12:00 5:59 pm
After 6:00 pm
11. Q13. Apart from Vishal Mega Mart Where do you shop for daily items ? *
Easy Day Store
Local Markets
Other
12. Q14. Which Source made you to buy Products from Vishal Mega Mart ? *
Friends/Relatives
T.V
Local Newspaper
Radio
Other
Part C ( Satisfaction Level )
13. Variety
Mark only one oval.
1 2 3 4 5
Not at all Satisfied Highly Satisfied

14. Price
Mark only one oval.
1 2 3 4 5
15. Quality
Mark only one oval.
1 2 3 4 5
16. Cleanliness
Mark only one oval.
1 2 3 4 5
17. Offers
Mark only one oval.
1 2 3 4 5
18. Staff Behaviour
Mark only one oval.
1 2 3 4 5
19. Customer Handling
Information about store products
Mark only one oval.
1 2 3 4 5

20. Billing
Ease of Billing Payment
Mark only one oval.
1 2 3 4 5
21. Environment
Mark only one oval.
1 2 3 4 5
22. Over all Satisfaction Level
Mark only one oval.
1 2 3 4 5
Powered by

Q2. Age
Results : The Maximum No of Respondents are Under the Age of 25 ( 54 % )
Q3. Sex
Male 66 58%
Female 47 42%
Q4. Occupation
Under 25 61 54%
2535 28 25%
3545 16 14%
45 & Above 10 9%
Student 51 45%
Self Employed 17 15%
Professional 9 8%
Service 24 21%
Housewife 12 11%

Results : Maximum Visitors in Vishal Mega
Mart are Students ( 45 % )
Q5. Total Household
Income ( in Rupees ) ?

Less than 30,000' per month 26 23%
30,000 60,000' per month 46 41%
60,000 1,00,000' per month 24 21%
More than 1,00,000 per month 16 14%
Part B ( About Store )
Q6. How often do you visit the Store ?
Results : From the Survey it is Concluded that the Maximum visits of respondednts are
Once in a Month
Q7. Which Section of the Store do you like the Most ?
Once in a Week 16 14%
Once in 15 Days 37 33%
Once in a Month 45 40%
Once in 23 Months 15 13%

Jewellery 4 4%
Food Mart 29 26%
Clothing Mart 34 30%
Kids 10 9%
Media Mart 12 11%
Health Mart 11 10%
Results : As per the Responses about 34 Respondents like the Clothing Mart
Q9. Main Reason for Coming to the Store ?
Results : From this survey it is concluded thar Maximum No. of Respondents are coming to
the store because of Discounts
Q10. Distance Covered While Coming to the Store ?
Results : As per the Responses about 64
Respondents stay 0-5 km from the store
Q
Value for Money 16 14%
Discounts 27 24%
Nearby Location 23 20%
Saving of Time 21 19%
Other 26 23%
0 5 Km 64 57%
510 Km 33 29%
1015 Km 10 9%
More than 15 Km 6 5%

Results : As per Responses about 76 Respondents Preferred to come in the
Store in the evening after 6:00 Pm
Q13. Apart from Vishal Mega Mart Where do you shop for daily items ?
Results : As per Responses about 54 Respondents Preferred Local Market
apart from Vishal
Q14. Which Source made you to buy Products from Vishal Mega Mart ?
10:00 11:59 am 15 13%
12:00 5:59 pm 23 20%
After 6:00 pm 76 67%
Easy Day Store 37 33%
Local Markets 54 48%
Other 26 23%

Results : From the Survey it is Concluded that the maximum number of respondents
know about Vishal through Friends / Relatives
Friends/Relatives 72 64%
T.V 5 4%
Local Newspaper 14 12%
Radio 2 2%
Other 20 18%

Part C ( Satisfaction Level )
 Variety
1 0 0%
2 9 8%
3 27 24%
4 64 57%
5 12 11%
 Price
1 1 1%
2 18 16%
3 20 18%
4 49 43%
5 24 21%
 Quality
1 2 2%
2 13 12%
3 15 13%
4 50 44%
5 32 28%
 C

1 4 4%
2 3 3%
3 25 22%
4 62 55%
5 18 16%
 Offers
1 3 3%
2 13 12%
3 19 17%
4 52 46%
5 23 20%
 Staff Behaviour
1 2 2%
2 12 11%
3 26 23%
4 44 39%
5 26 23%
 Customer Handling
1 3 3%
2 13 12%
3 30 27%
4 50 44%
5 16 14%

 Billing
1 5 4%
2 7 6%
3 23 20%
4 55 49%
5 22 19%
 Environment
1 1 1%
2 5 4%
3 22 19%
4 64 57%
5 19 17%
 Overall Satisfaction Level
1 0 0%
2 8 7%
3 24 21%
4 68 60%
5 12 11%
Results : As per Responses about 60 % Respondents are Overall Satisfied at
Point 4 in Scale

SUGGESTIONS:
• Company need to spend a lot on advertising and promotion to create
brand image of its product.
• Make frequent advertisements in both print and electronic media.
• Making stalls in corporate melas like trade fair, maybe beneficial to
create brand image of its product.
• Need to provide additional offers and discounts as per customer
requirements. Need to include varieties of similar item.
• Provide more discounts on FMCG. Provide better customer service.
• Maintained proper display to create impulse. (It is assumed that near
about 70% sales comes from impulse marketing and if proper display is
not maintained impulse cannot be created).
• Better if we provide filtered information about Vishal.

LIMITATIONS OF THE STUDY:
• Sometime respondents are not taking interest in such type of surveys therefore there
is chance that they might be giving wrong information.
• The respondents are free from all barriers so he/she can give his/her opinion which
may not be true in many occasions.
• The staff of the Vishal only provides/ communicates the merits of its products.

Research Project on Vishal Mega Mart

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