Anugrah 6 Sem Report.docx

CHAPTER – 1 IBTRODUCTION OF THE STUDY

CHAPTER – 2 REVIEW OF LITERATURE

CHAPTER – 3 RESEARCH METHODOLOGY

CHAPTER – 4 DATA ANALYSIS & INTERPRETATION

PROJECT REPORT On “A Study on Consumer Behavior at Vishal Mega Mart” Submitted to M.D.UNIVERSITY, ROHTAK FOR PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION BATCH: 2016-2019

Submitted to: Controller of Examination M.D.University ,Rohtak UNDER THE GUIDANCE OF Mr. S. B. Dubey

Submitted by:Anugrah Franklin BBA- 6th Sem Roll no.: Registration No.

Date of submission:

INSTITUTE OF MANAGEMENT AND TECHNOLOGY, SEC- 86, TIGAON ROAD, FARIDABAD – 121004

DECLARATION

I ANUGRAH FRANKLIN Roll no ………………….. Class BBA 6th Semester of Institute of Management & Technology, Faridabad hereby declare that the project entitled “A STUDY ON CONSUMER BEHAVIOR AT VISHAL MEGA MART” is an original work and the same has not been submitted to any other institute for the award of any other degree. The interim report was presented to the supervisor on ………………. And the pre-submission presentation was made on ………………… The flexible suggestions have been duly incorporated in consultation with the supervisor.

Countersigned Signature of the Supervisor

Signature of the Candidate

Forwarded by Director Principal of the Institute

PREFACE

Research in common man’s language refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic; in fact research is an art of scientific investigation. Research is done to gain familiarity with a phenomenon event / product / service or to determine the frequency, with which something occurs, with which is associated with something else or to test a hypothesis of casual relationship between variables. In short customer perception research is the objective and formal process of systematically obtaining, analyzing and interpreting the data for actionable decision making in customer perception towards an organization (Vishal Mega Mart, in my study). The basic objective of this study is to analyze the customer perception towards Vishal Mega Mart in Laxmi Nagar. Customers were asked about their perception towards Vishal Mega Mart Consumer behavior plays a major role for the growth of the company in the modern market scenario. The basic idea of this study is to find the consumer behavior towards Vishal Mega Mart. The needs have to be recognized and necessary steps have to be taken to make the changes. India is growing rapidly and changes are dynamic. People are changing, the preference and the demand is changing. The market also has to change accordingly

ACKNOWLEDGEMENT

I take this opportunity to express my gratitude and profound thanks to our respected Principal Director Dr. Ravi.K Handa. I express my sincere thanks and deep sense of gratitude to our Head of Department Mr.S.B.Dubey Department of Management Studies for providing me with an opportunity to study and to do this report. I express a deep sense of gratitude to my Guide Mr. S.B.Dubey Department of Management Studies, for his encouragement, support and guidance to complete this project work successfully. Finally, I express our sincere thanks and deep sense of gratitude to my parents and friends for giving timely advice in all the ways and in all aspects for doing the project.

TABLE OF CONTENTS

CHAPTER

TITLE

1

INTRODUCTION OF THE STUDY

2

REVIEW OF LITERATURE

3

RESEARCH METHODOLOGY

4

DATA ANALYSIS

5

FINDINGS OF THE STUDY

6

CONCLUSION

7

BIBLIOGRAPHY

8

QUESTIONNAIRE

9

LIST OF TABLES

10

LIST OF GRAPHS

PAGE NO

CHAPTER – 1 INTRODUCTION OF THE STUDY

INTRODUCTION OF THE STUDY INTRODUTION TO CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact everybody in this world is a consumer. Every day of our life we are buying and consuming an incredible variety of goods and services. However, we all have different tastes, likes, dislikes, and adopt different behavior patterns while making purchase decisions. The term consumer behavior refers to the behavior that consumers display in searching for purchasing using evaluation and disposing in searching for purchasing using evaluating and disposing of products and services that they exact will satisfy o how individuals make decisions to send their available resources (time, money and effort) on consumption related items. It includes the study of “What they buy”, ”Why they buy”, “When they buy it”, “Where they buy it”, “how often they buy it” and “how often they use.

DEFINITIONS: Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars & researchers as: 1. It’s the behavior displayed by the consumers during the acquisition, consumption and disposition of products, services, time and ideas by decision making units. 2. It is the body of knowledge which studies various aspects of purchase and consumption of products and services by individuals with various social and psychological variables at play. 3. The behavior that the consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their need 4. The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. 5. The activities directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions.

6. The American Marketing Association (AMA) defines consumer behavior as “The dynamic interaction of cognition, behavior & environmental events by which human beings conduct the exchange aspect of their lives. Consumer behavior is helpful in understanding the purchase Behavior and preferences of different consumers. As consumers, we differ in terms of sex age, education, occupation, income, Family setup, religion, nationality and social status. Because of this different background factors, have different needs and we have only buy those products and services, which we think, will satisfy our needs.

MODEL OF CONSUMER BEHAVIOUR: A consumer decisions to purchase a particular product of service is the result of complex interplay of a number of variables. The starting point of the decision process is provided by the company’s marketing stimuli in the shape of product, promotion, price and distribution strategy. Consumer often purchases new products that are associated with a favorable viewed brand name. The term consumer behavior refers to the behavior that consumer display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy these needs. The study of consumer behavior in the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study of “what they buy”, “why they buy”, “when they buy”, “where they buy”, “how often they buy” and “how they use”. FACTORS INFLUENCING CONSUMER BEHAVIOR 1. CULTURAL FACTORS: Culture: Culture is the most fundamental determinant of a person‟s wants and behavior like set of values, perceptions, preferences and behaviors through his or her family member.

Subculture: social classes are relatively homogeneous and enduring divisions in a society which are hierarchically ordered and whose members shares similar Values, interest and behavior and social classes includes upper class, middle class and lower class.

2. SOCIAL FACTORS: References Groups: A persons reference groups consist of all the groups that have a direct (face to face) are indirect influence on the person‟s altitude or behavior. This group to which the person, belongs and interacts. Personal Factors: A consumer decision also influenced by personal characteristics notably the buyers age & life cycle stage, occupation, economic circumstances, life style and personality and self-concept .

3. PSYCHOLOGICAL FACTORS: Motivation: A person has many needs at any given time. Some needs are biogenic. They arise from psychological states of tension such as hunger, tryst and discomfort. Perception: Perception is defined as “the process by which an individual selects, organizes, intercepts, information, inputs to create a meaningful picture of the world.

CHAPTER – 2 REVIEW OF LITERATURE

REVIEW OF LITERATURE The topic of consumer behavior is one of the massively studied topics by the researchers and marketers in the past and still being studied. Activities people involved in when selecting, purchasing, and using products so as to satisfy needs and desires.

Consumer behavior involves the psychological process that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decision (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a products). SOURCES OF INFLUENNCE OF THE CONSUMER: The consumer faces numerous of influence. Often, we take cultural influences for granted, but they are significant. An American will usually not bargain with a storeowner. This, however, is common practice in much of the world. Physical factors also influence our behavior. We are more likely to buy a soft drink when we are thirsty. For example, and food manufacturers have found that it is more effective to advertise their products on radio in the late afternoon when people are getting hungry . A person’s self-image will also tend to influence. What he/she will buy? An upwardly mobile manager may buy a flashy car to project an image of success. Social factors also influence what the consumers buy-often, consumers seek to imitate others whom they Admire, and may buy the same brands, the social environment can include both the mainstream culture (e.g., Americans are more likely to have corn flakes/ham and eggs for brake past than to have rice, which is preferred in many Asian countries) and a sub culture (e.g., rap music often Appeals to a segment within the population that seeks to distinguish itself from the main stream population).

Thus sneaker manufacturers are eager to have their products worn by admired athletes. Finally, consumer behavior is influences by learning – you try a hamburger and learn that it satisfies your hunger and tastes good, and the next time you are hungry, you may consider another hamburger. According to Acebron et al

The aim of the study was to analyze the impact of previous experience on buying behavior of fresh foods, particularly mussels. Their findings show that personal habits and previous experience on of the consumers have a direct impact on the consumer’s purchase decision. According to Variawa He analyzed the influence of packaging on consumer decision making process for fast moving consumer goods. The aim of the research was to analyze the impact of packaging for decision making processes of low-income consumers in retail shopping According to Lee He carried out study to learn the five stages of consumer decision making process in the example of china. The researcher focuses on the facts that affect the consumer decision making process on purchasing imported health food products, in particular demographic effects such as gender, education, income and marital status.

According to Blackwell et al The five stages of consumer decision making process are followings: 1. 2. 3. 4.

Problem/need recognition Information search Evaluation of alternatives Purchase decision made 5. Post purchase evaluation.

According to Navreen Tariq Wani and Samreena Tariq Wani A study of comparative customer satisfaction with special reference to retail outlets of Vishal Mega Mart

reveals the researcher to conduct an extensive and conclusive study to

understand the effects of customer satisfaction on retail outlets According to Dr.S.Meenakumari The study investigates the interior atmospheric factors that influence the impulse buying behavior in a retail outlet. Result shows that the commonly purchased products by impulse are chocolates, snacks and beauty care products. The study identified various factors that influence impulse buying in store environment

NEED FOR THE STUDY: Consumer behavior plays a major role for the growth of the company in the modern market scenario. The basic idea of this study is to find the consumer behavior towards Vishal Mega Mart. The needs have to be recognized and necessary steps have to be taken to make the changes.

India is growing rapidly and changes are dynamic. People are changing, the preference and the demand is changing. The market also has to change accordingly. The purpose of consumer behavior is not only for retaining the customers but also attracting new customers and increasing the sales also creating and maintenance of brand awareness. In this competitive market the level of consumer satisfaction decides the success of any product and any company. The night consumers have to be targeted and the right strategy should be implemented at the right time. This will give the desired results.

OBJECTIVES OF THE STUDY: The main objective is to determine the current consumer behavior levels of the customers with regards to Vishal Mega Mart. 

To study and analyze consumer shopping behavior towards Vishal Mega Mart.



To assess the behavior level of different type of customers shopping at Vishal Mega Mart.



To identify what type of strategies are suitable for the company to reach the targeted customers.



To find out the factors which influence the consumption of the products in Vishal Mega Mart.



To identify effective an advertising sources which are influencing customer purchasing behavior at Vishal Mega Mart.



To find out how the consumers spent their incomes, time on the purchasing of the products.



To identify the main purpose of purchase by customers in Vishal Mega Mart.



To find out the overall experience of customers in Vishal Mega art.



To know the suggestions by the customers regarding the improvement of Vishal Mega Mart.

SCOPE OF THE STUDY Vishal Mega Mart has 250 above branches in New Delhi. My scope is limitation to one Branch (LAXMI NAGAR V3S MAL). The scope of the study is to identify the consumer behavior towards Vishal Mega Mart. It is aimed at enlightening the company about different steps to be taken up to increase the share of Vishal Mega Mart with regard other competitors and also to make the company to provide better customer services. The scope of the study is only confined to the area covered under VS3 MALL, and only confined in studying about the consumer behavior towards Vishal Mega Mart. LIMITATIONS 

As this survey was restricted to Vishal Mega Mart VS mall this cannot be stated as an



in depth research on this subject. Enough care was taken in formulating the questionnaire; still some

  

errors might creep in. The consumer behavior varies according to different products. Quality verses price was not taken into the consideration. The project was based on the interview methodology by a stored questionnaire and the personal skills of the person undertaking the project affect the results.

CHAPTER – 3 RESEARCH METHODOLOGY

RESEARH METHODOLOGY The survey technique is intended to secure one or more items of information from a sample of respondents who are representatives of a larger group. The information is recorded on a form known as questionnaire. As data are gathered by asking questions from persons who are believed to have desired information, the method is known as questionnaire technique. REASONS FOR WIDE USE OF THIS METHOD: It can secure both quantitative and qualitative information directly from the respondents. It is the only method of directly measuring attitudes and motivations.

It is quite flexible in terms of the types of data to be assembled, the method of collection or the timing of research. MEANING OF RESEARCH According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences define research as “the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art”. TYPES OF RESEARCH 1. Exploratory Research, 2. Descriptive Research. Exploratory Research: Exploratory research studies are also termed as formulate research studies. The main purpose of such studies in that of formulating a problem for more precise investigation or of developing the working hypothesis forms an operational point of view.

Descriptive Research: Diagnostic Research studies determine the frequency with something occurs or its association with something else. In this project, information pertaining to customer needs satisfaction and their demographic profile was collected; hence it is a descriptive research. 1) Primary data: Primary sources of data are the data which needs the personal efforts of collect it and which are not readily available. Primary source of data are the other type of source through which the data was collected. Following are few ways in the data was collected:



Questionnaires: It is the set of questions on a sheet of paper was being given to fill it, bases on which the data was interpreted.



Direct interviewing:Direct interviewing involved the process where i asked the questions directly to the customers and I got the feedback.

2) Secondary data:Secondary sources are the other important sources through which the data was collected. These are the readily available sources of the data where one had need not put much effort to collected, because it is already been collected and part in an elderly manner by some researcher, experts and special. The secondary sources helpful for the study were: 

Text books like marketing management research methodology,

  

advertisement and sales promotion etc. Internet was made use for the collection of the data. Newspapers were also referred. Business magazines were referred.

Sample size: By using judgment random sampling technique 100 respondents are selected for the purpose of the study . Research approach: The survey method was adopted for collected the primary data. Survey research is systematic gathering of data from respondent through questionnaire. Research instrument: The data for this research study was collected by survey technic using interview method guided by questionnaire. Collection of Data: Questionnaire and personal interviews are the methods that I have used for collecting the data.

COMPANY PROFILE

Vishal Megamart is one of the leading retail chains of showrooms in India. It was founded by Mr. Ramchandra Agarwal, Mrs. Uma Agarwal and Mr. Surendra Agarwal. The Vishal stores offer

affordable

family

fashion

at

prices

to

suit

every

pocket.

The showrooms have over 70,000 products range which fulfills all your household needs, and under one roof only you can fulfill all your requirements. There are in all 108 showrooms in 73 cities in 20 states. Each store gives you international quality goods and prices hard to match. You can buy garments for the whole family at one place only. There is also option for home furnishings, general household material and there is also a food mart from where you can buy all types of food, cooked, uncooked, fruits, vegetables and beverages. VISHAL MEGA MART is a chain of hypermarket in India. Vishal Mega Mart Having 183 showrooms in 110 cities / 24 states in India covering around 25,000 tob30, 000 sq. The turnover of the company for 12-13 is 1056.71 Million. Maintaining the highest standards in quality and design, these stores have come to offer the finest fashion garments at down-to-earth price structure. Vishal Mega Mart is part of 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. The SWOT analysis of Vishal Mega Mart discusses the strength, weaknesses, opportunities and threats for one of the major retailers of India – Vishal Mega Mart. Strengths 

       

High brand equity enjoyed by Vishal Mega Mart State of the art infrastructure A vast variety of stuff available under one roof Everyday low prices, which attract customers Maximum percent of footfalls converted in sales Huge investment capacity Biggest value retail chain in India It offers a family shopping experience, where entire family can visit together. Available facilities such as online booking and delivery of goods

Weaknesses     

Unable to meet store opening targets on time Falling revenue per sq ft General perception: ‘Low price = Low quality’ Overcrowded during offers Long lines at billing counters which are time consuming



Limited only to value offering low price products. A no of branded products are still missing from Vishal Mega Mart’s line of products. E.g. Jockey, Van heusen,

Opportunities   

A lot of scope in Indian organized retail as it stands at approximately 4%. Increasing mall culture in India. More people these days prefer to visit big stores where they can find large variety under one roof

Threats 

Competition from other value retail chains such as Shoprite, Reliance(Fresh and



trends), Hypercity and D mart. Unorganized retail also appears to be a threat to Vishal Mega Mart’s business. A large

 

population still prefers to visit local convenient stores for daily purchases Changing Government policies International players looking to foray India

CHAPTER – 4 DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS AND INTERPRETATION Q1. How do you come to know about Vishal Mega Mart? Promotion No. of Customers Advertisement 80 Colleagues references 12 Friends/Relatives references 4 Any other specify 4

(%) 80 12 4 4

Total

100

100

INTERPRETATION From the above study 80% of respondents from Advertisement, 12% of respondents from Colleagues and 4% of respondents from Friends/Relatives Remaining 4% of respondents from others.

Q2. How frequently do you visit Vishal Mega Mart? Particulars

No. of Customers

(%)

Once in a week

30

30

Twice in a week

43

43

Once in every 15 days

15

15

Once in a month

12

12

Total

100

100

INTERPRETATION From the above study,30% of respondents from once in a week, 43% of respondents from twice in a week and 15% of respondents from every 15 days Remaining 12% of respondents from every month.

Q3. What is the main purpose of Purchase? Percentage Particulars Personal usage To Gift Any other pl. Specify Total

No. of respondents 71 19 10 100

(%) 71 19 10 100

INTERPRETATION From the above table we can conclude that the major numbers of respondents of 71% personal usage, 19% to gift and remaining 10% any other.

Q4. Which category of products do you buy most at Vishal Mega Mart? Aspects No. of respondents Food items 45 Clothes 33 Electronics 20 Any other pl. Specify 2 Total

100

Percentage 45 33 20 2 100

INTERPRITATION: From the above study 25% of respondents from Food items, 33% of respondents from Clothes and 14% of respondents from Electronics 18% of respondents from furniture and 10% others.

Q5. What is the reason behind purchasing in Vishal Mega Mart? No. of Particulars Good satisfaction over products Reasonable prices More offers Any others

Respondents 10 76 12 2

Percentage (%) 10 76 12 2

Total

100

100

INTERPRETATION From the study it is observed that 10% of respondents for Good satisfaction over products, 76% of respondents for Reasonable prices, 12% of respondents form more offer and 2% of from any other.

Q6. How do you rate the pricing of products at Vishal Mega Mart? Particulars Expensive Competitive Affordable Reasonable

No. of Respondents 09 21 36 34

Percentage (%) 09 21 36 34

Total

100

100

INTERPRETATION: From the above study 09% of respondents from Expensive, 21% of respondents from Competitive and 36% of respondents from Affordable 34% of respondents from Reasonable.

Q7. Why do you prefer to shop in Vishal Mega Mart? Particulars Availability of adequate stock Convenience of location and

No. of respondents 16

Percentage 16

timing Offers and discounts Variety of products Total

21 36 27 100

21 36 27 100

INTERPRETATION: From the above study 16% of respondents from Availability of adequate stock, 21% of respondents from Convenience of location and timing, and 36% of respondents from offers and discounts, 27% of respondents from variety of products.

Q8. What more facility would you like to get at Vishal Mega Mart? facilities Membership card Discount card Free parking offers Lucky draw

No. of respondents 18 53 9 20

Percentage (%) 18 53 9 20

Total

100

100

INTERPRETATION: From the data specified, 18% of customers are interested in membership card, whereas 9% are interested in parking offers, 20% are interested in lucky draw but more than half are interested in discount card i.e.53% by this we can say that most of the customers prefer to have discount cards at Vishal Mega Mart.

Q9. How often do you ask for Assistance from store staffs in selecting you purchase? Particulars Almost always Frequently

No. of respondents 22 30

Percentage (%) 22 30

Sometimes Never total

40 8 100

40 8 100

INTERPRETATION: From the above data, we decide that 22% of the customers take assistance from staff always, whereas 30% take help frequently, 40% have taken assistance sometimes, and 8% will not depend on others. From the collected data, we can say that the minority of the customers take assistance from the store staff sometimes.

Q10. How is your overall experience in Vishal Mega Mart? Particulars Excellent Good Poor Total

No. of respondents 63 27 10 100

Percentage (%) 63 27 10 100

INTERPRETATION: From the above data, we decide that 63%of the customers overall experience in Vishal Mega Mart is excellent, 27% of the customers overall experience is Good and only 10% of customers overall experience is poor. From this we can decide that, the overall customer satisfaction level is good

Q11. Would you visit Vishal Mega Mart again? Particulars Sure May be Never Total

No. of respondents 85 12 3 100

Percentage (%) 85 12 3 100

INTERPRETATION: From the above table we can conclude that the major numbers of respondents 85% of the respondents say sure, 12% of the respondents say May be, 3% of the respondents say Never.

Q12. Do you suggest any one to shop at Vishal Mega Mart? Particulars Yes No Total

No. of respondents 85 15 100

Percentage (%) 85 15 100

INTERPRETATION: From the above table we can conclude that the major numbers of respondents Yes, 85%, which comprises of 15% of the No.

Q13. How do you suggest to Vishal Mega Mart Management to making present Vishal Mega Mart to more attractive? Particulars To maintain quality products Reasonable prices Giving more offers and

No. of respondents 45 25

Percentage (%) 45 25

discounts convenience Total

25 5 100

25 5 100

INTERPRETATION: From the study it is observed that 45% of respondents for To maintain quality products, 25% of respondents Reasonable Prices, 10% of respondents in Every month, 25% of respondents for Giving more of offers and discounts, 5% respondents for convenience.

Q14. Mention your satisfaction level for following elements 1. Highly satisfied 2. Satisfied 3. Neither satisfied nor dissatisfied 4. Dissatisfied 5. Highly dissatisfied

Elements Location Operating time Cleanness of store Spacious shop floor Easy to locate product Quality product Promotion offers Price of the product Staff helpfulness Flexibility in payment mode Return of value for money s

1 ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( )

( ( ( ( ( ( ( ( ( ( (

2 ) ) ) ) ) ) ) ) ) ) )

( ( ( ( ( ( ( ( ( ( (

3 ) ) ) ) ) ) ) ) ) ) )

( ( ( ( ( ( ( ( ( ( (

4 ) ) ) ) ) ) ) ) ) ) )

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5 ) ) ) ) ) ) ) ) ) ) )

1. LOCATION Satisfaction level

No. of respondents

Percentage (%)

Highly satisfied Satisfied Neither satisfied nor

25 10

25 10

dissatisfied Dissatisfied Highly dissatisfied Total

60 5 0 100

60 5 0 100

INTERPRETATION From the above data, we decide that 25% of the customers satisfaction level is highly satisfied on the basis of location of Vishal Mega Mart, 10% of the customers satisfaction level is satisfied on the basis of location of Vishal Mega Mart, 60% of the customers satisfaction level is neither satisfied nor dissatisfied, 5% of the customers satisfaction level is dissatisfied and in the customers no one‟s satisfaction level is highly dissatisfied.

2. OPERATING TIME Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 10 50

Percentage (%) 10 50

dissatisfied Dissatisfied Highly dissatisfied

27 10 3

27 10 3

100

100

INTERPRETATION: From the data above specified, 10% of customers are highly satisfied, 50% of the customers are satisfied, 27% of the customers are neither satisfied nor dissatisfied, 10% of the customers are dissatisfied,3% of the customers are highly dissatisfied on the basis of operating time.

3. CLEANNESS OF STORE Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 36 22

Percentage (%) 36 22

dissatisfied Dissatisfied Highly dissatisfied

32 12 0 100

32 12 0 100

INTERPRETATION: From the data above specified, 36% of customers are highly satisfied, 22% of the customers are satisfied, 32% of the customers are neither satisfied nor dissatisfied, 12% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Cleanness of store.

4. SPACIOUS SHOP FLOOR Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 9 25

Percentage (%) 9 25

dissatisfied Dissatisfied Highly dissatisfied

40 20 6 100

40 20 6 100

INTERPRETATION: From the data above specified, 9% of customers are highly satisfied, 25% of the customers are satisfied, 40% of the customers are neither satisfied nor dissatisfied , 20% of the customers are dissatisfied , 6% of the customers are highly dissatisfied on the basis of Spacious shop floor.

5. EASY TO LOCATE PRODUCT Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 80 8

Percentage (%) 80 8

dissatisfied Dissatisfied Highly dissatisfied

3 9 0 100

3 9 0 100

INTERPRETATION: From the data above specified, 80% of customers are highly satisfied, 8% of the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied. 9% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Easy to locate the product.

6. QUALITY OF PRODUCTS Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 2 80

Percentage (%) 2 80

dissatisfied Dissatisfied Highly dissatisfied

10 8 0 100

10 8 0 100

INTERPRETATION: From the data above specified, 2% of customers are highly satisfied, 80% of the customers are satisfied, 10% of the customers are neither satisfied nor dissatisfied, 8% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Quality of products.

7. PROMOTION OFFERS Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 20 60

Percentage (%) 20 60

dissatisfied Dissatisfied Highly dissatisfied

18 2 0 100

18 2 0 100

INTERPRETATION: From the data above specified, 20% of customers are highly satisfied, 60% of the customers are satisfied, 18% of the customers are neither satisfied nor dissatisfied, 2% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Promotion Offers.

8. PRICE OF THE PRODUCT Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 4 90

Percentage (%) 4 90

dissatisfied Dissatisfied Highly dissatisfied

3 0 3 100

3 0 3 100

INTERPRETATION: From the data above specified, 4% of customers are highly satisfied, 90% of the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied,0% of the customers are dissatisfied, 3% of the customers are highly dissatisfied on the basis of Price of the product.

9. STAFF HELPFULNESS Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 52 8

Percentage (%) 52 8

dissatisfied Dissatisfied Highly dissatisfied

25 12 3 100

25 12 3 100

INTERPRETATION: From the data above specified, 52% of customers are highly satisfied, 8% of the customers are satisfied, 25% of the customers are neither satisfied nor dissatisfied, 12% of the customers are dissatisfied, 3% of the customers are highly dissatisfied on the basis of staff helpfulness.

10. FLEXIBILITY IN PAYMENT MODE Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 10 80

Percentage (%) 10 80

dissatisfied

7

7

Dissatisfied Highly dissatisfied

3 0 100

3 0 100

INTERPRETATION: From the data above specified, 10% of customers are highly satisfied, 80% of the customers are satisfied, 7% of the customers are neither satisfied nor dissatisfied, 3% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Flexibility in Payment mode.

11. RETURN OF VALUE FOR MONEY Satisfaction level Highly satisfied Satisfied Neither satisfied nor

No. of customers 5 60

Percentage (%) 5 60

dissatisfied Dissatisfied Highly dissatisfied

35 0 0 100

35 0 0 100

INTERPRETATION: From the data above specified, 5% of customers are highly satisfied, 60% of the customers are satisfied, 35% of the customers are neither satisfied nor dissatisfied, 0% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Return of Value for Money .

FINDINGS OF THE STUDY From the responses of 100 customers the findings can be listed as: 

The customers who were mainly age group of 26- 35 years are shopping at Vishal



Mega Mart. It has been found that the Majority of the Respondents come to know about the Vishal Mega Mart through Friends/Relatives References and Advertisements only. So we can say that the word of mouth and advertisements are plays a very important



role when customers shopping at Vishal Mega Mart. Majority of the Respondents are visits Vishal Mega Mart twice in a week. By this,



we can say that most of the customers are coming to Vishal Mega Mart regularly. Majority of the Respondents are purchasing for the Purpose of Personal



use/consumption only. Most of customers are prefer to come to Vishal Mega Mart with friends, and



customers are motivates by them at purchase. Majority of the respondents are interested to visit Vishal Mega Mart when compare



to other malls. Majority of the customers choose the Vishal Mega Mart for availability of products

  

as well as reasonable prices. Majority of the customers are rate for affordable pricing in Vishal Mega Mart Most of the customers prefer to shop in Vishal Mega Mart for offers & discounts. Most of the respondents are taking assistance from the store staff during purchase period. We can say that customers take assistance from store staff when they



shopping in Vishal Mega Mart. Majority of the customers are satisfied with the value of their money provided by



Vishal Mega Mart. Overall experience of the respondents is found to be Excellence as started by 12% of



the Respondents, and Good by 60% of the Respondents, Very few rated as poor. Majority of the Respondents are recommended to others for shopping in Vishal Mega



Mart. As much as 45% of the Respondents to suggest the Vishal Mega Mart to maintain good quality in products.

SUGGESTIONS An attempt has been made to suggest to the Vishal Mega Mart a few measures. These suggestions have been made within the preview of the data available. 1) The company must go for some more promotional activities rather than TV, advertisement, hoarding and newspapers. 2) The company has to conduct the periodical meetings with customers and take their valuable suggestions. 3) The company may adopt policy of discounts cards and gifts to customers while purchasing the products. 4) Innovative efforts must be launched to improve the position through better marketing strategies. 5) Innovative packaging can give a company an advantage over competitors. 6) The store staff should be trained adequately so as to “convince” the Potential buyers, because his performance on jobs has great impact on sale of a product. 7) Most of the customers belong to age group of 17-27 years. So, company has to concentrate more on those people to enhance the sales. 8) Moreover, the company has to concentrate more on the customers of age group of 28-37 years to enhance the sales.

CONCLUSION Consumer’s behavior is often studied because certain decisions are significantly affected by their behavior or expected actions. For this reason consumer behavior is said to be applied discipline. In a general sense, the most important reason for studying consumer behavior is the significant role it plays in our lives. Much of our time is spent directly in the market place, eating or engaging in other activities. A large amount of additional time is spent thinking about products and services, talking to friends about them, and seeing or hearing advertisements about them. In addition, the goods people eat and the manner in which they use them significantly influence how they live their daily lives. These general concerns alone are enough to justify our study of consumer behavior. However, many seek to understand the behavior of consumers for what are thought to be more immediate and tangible reasons. The main reason behind this project was to find out the behavior of the consumer buying behavior while shopping at mall because most of the population surveyed preferred to shop at malls and how day by day the consumers demands are increasing and through this project I came to know that what are the various behavior of a typical customer who shops at mall.

BIBLIOGRAPHY BOOKS 

Kothari C.R. (2009) “Research Methodology” :Methods & Techniques



Blackwell,R.,Miniard, P. and Engel,J. (2006) : “Consumer Behavior”, Mason: Thompson



Gabbott, M.Hogg ,G. “Consumer and Services”, Chichester: John Wiley & Sons.



Peter,J.Paul and Olson, Jerry C. (2010) Consumer Behaviour & Marketing Strategy, 9th ed. New York: McGraw-Hill Irwin

INTERNET www.google.com www.wikipedia.com www.bigbazar.com

ANNEXURE NAME

:

AGE

:

EDUCATION QUALIFICATION

:

ADDRESS

:

1. How did you come to know about Vishal Mega Mart ?  Advertisement  Colleagues references  Friends/relatives references  Any other specify 2.

How frequently do you visit Vishal Mega Mart?



Once in a week



Twice in a week



Once in every 15 days



Once in a month

3. What is the main purpose of purchase? 

Personal Usage / consumption



To Gift



Any other pl. Specify

4. Which category of Products do you buy most at Vishal Mega Mart? 

Food items



Clothes



Electronics



Any other pl. Specify 5. What is the reason behind purchasing in Vishal Mega Mart?



Good satisfaction over products



Reasonable prices



More offers



Any others 6.

How do you rate the pricing of products at Vishal Mega Mart?



Expensive



Competitive



Affordable



Reasonable 7. Why do you prefer to shop in Vishal Mega Mart?



Availability of adequate stock



Convenience of location and timing



Offers and discounts



Variety of products 8. What more facility would you like to get at Vishal Mega Mart?



Membership Card



Discount Card



Free packing Offers



Lucky draw Offer

9. How often do you ask for Assistance from store staff in selecting your Purchase? 

Almost Always



Frequently



Sometimes



Never

10. How is your overall experience in Vishal Mega Mart? 

Excellent



Good



Poor 11. Would you visit Vishal Mega Mart again?



Sure



May be



Never 12. Do you suggest any one to shop at Vishal Mega Mart?



Yes



No 13. How do you suggest to Vishal Mega Mart management to making present Vishal Mega Mart to more attractive?



To maintain quality products



Reasonable prices



Giving more offers and discounts



Convenience

14. Please give your valuable suggestions regarding Vishal Mega Mart over all functioning

_________________________________________________

Mention your satisfaction level for following elements 

Highly satisfied



Satisfied



Neither satisfied nor dissatisfied



Dissatisfied



Highly Dissatisfied

Elements Location Operating time Cleanness of store Spacious shop floor Easy to locate product Quality product Promotion offers

1 ( ( ( ( ( ( (

( ( ( ( ( ( (

2 ) ) ) ) ) ) )

) ) ) ) ) ) )

Price of the product Staff helpfulness Flexibility in payment

( (

mode Return of value for money

( (

( ( ( ( ( ( (

3 ) ) ) ) ) ) )

( ( ( ( ( ( (

4 ) ) ) ) ) ) )

) )

( (

) )

( (

) )

( (

) )

( ) ( )

) )

( (

) )

( (

) )

( (

) )

( ) ( )

LIST OF TABLES

( ( ( ( ( ( (

5 ) ) ) ) ) ) )

S. No

TABLE NAME

1

How did you come to know about Vishal Mega Mart?

2

How frequently do you visit Vishal Mega Mart?

3

What is the main purpose of purchase? Which category of products do you buy most at Vishal Mega

4

Mart?

5

What is the reason behind purchasing in Vishal Mega Mart?

6

How do you rate the pricing of products at Vishal Mega Mart?

7

Why do you prefer to shop in Vishal Mega Mart?

8

What more facility would you like to get at Vishal Mega Mart? How often do you ask for assistance from store staff in selecting

9

your purchase?

10

How is your overall experience in bug bazaar?

11

Would you visit Vishal Mega Mart again?

12

Do you suggest anyone to shop at Vishal Mega Mart? How do you suggest to Vishal Mega Mart management to making

13

present Vishal Mega Mart to more attractive?

Page No

LIST OF CHARTS

S. No

CHARTS NAME

1

How did you come to know about Vishal Mega Mart?

2

How frequently do you visit Vishal Mega Mart?

3

What is the main purpose of purchase? Which category of products do you buy most at Vishal Mega

4

Mart?

5

What is the reason behind purchasing in Vishal Mega Mart?

6

How do you rate the pricing of products at Vishal Mega Mart?

7

Why do you prefer to shop in Vishal Mega Mart?

8

What more facility would you like to get at Vishal Mega Mart? How often do you ask for assistance from store staff in selecting

9

your purchase?

10

How is your overall experience in bug bazaar?

11

Would you visit Vishal Mega Mart again?

12

Do you suggest anyone to shop at Vishal Mega Mart? How do you suggest to Vishal Mega Mart management to making

13

present Vishal Mega Mart to more attractive?

Page No