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MALWA INSTITUTE OF SCIENCE & TECHNOLOGY

Session -2009-11

A STUDY ON CUSTOMER PREFRENCE

AND EXPECTATION IN VISHAL MEGA MART AMONGS

THE YOUTH OF INDORE

A SYNOPSIS IS SUBMITTEB TO

DEVI AHILYA VISHWA VIDHYALAY. INDORE

TOWARDS

PARTIAL FULFILLMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(Year-2009-2011)

SUBMITTED TO SUBMITTED BY

ProF. SHANTANU VERMA RAJESH KUMAR JAIN

MBA 2ND

YEAR

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ACKNOWLEDGEMENT

It is a great pleasure Mr. Shantanu verma (Faculty for me to put on records my

appreciation Guide, MIST) for his valuable support and gratitude towards suggestions for

the improvement and editing of this project.

II aallssoo lliikkee ttoo ffoorrwwaarrdd mmyy tthhaannkkss ttoo ootthheerr ffaaccuullttyy mmeemmbbeerrss-- PPrrooffVViibbhhaa ssiinngghh cchhaauuhhaann aanndd

PPrrooff..SShhwweettaa DDhhaanndd wwhhoo ddiirreeccttllyy oorriinnddiirreeccttllyy aassssiisstteedd mmee iinn ccoommpplleettiinngg mmyy wwoorrkk..

Last but not least; I would like to thank all my friends for their valuable support

during the project directly and indirectly.

RAJESH KUMAR JAINMBA 2ND YEAR

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CONTENTS

1. IntroductionCompany background

Industry Analysis

Literature Review

Objective

Rationale Of Study

2. Research Methodology :-Research Design

Tools for DataC

ollectionTools for Data Analysis

3. Limitations

4. References

5. Bibliography

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INTRODUCTION

Customer preference analysis is really a call to action. By understanding the preference

Formation components and the preference expectation evaluations by group or segment of

customers, companies can design response strategies that are truly responsive to vital

customer

expectations and that differentiate in the marketplace. Indian retail sector is witnessing one of

the most hectic Marketing activities of all times. The companies are fighting to win the

hearts of customer who is God said by the business tycoons. There is always a first mover

advantage in an upcoming sector. In India, that advantage goes to vishal mega mart. It has

brought about many changes in the buying habits of people. It has created formats, which

provide all items under one roof at low rates, or so it claims. In this project, we will study its

marketing strategies and promotional activities. The research titled A Study on the customer

preference analysis which influences customer To purchase a product of vishal mega

mart helps us to understand the effect of customer preference Which is responsible for

attracting customer towards vishal mega mart this study helpful to top level? Management to

improve the present things of vishal mega mart. The report deals with the impact of customer

preference which attracting customer towards vishal mega mart. The research was carried out

as per the steps of Marketing Research. The well supportive objectives were set for the study.

To meet the objectives primary research was undertaken. The data collection approach will

adopt experimental research & survey research. The instrument used for the data collection

was observation & questionnaire. The target respondents will be the visitors of vishal mega

mart, with the sample size of 100 for the study of sales management of the company. Tables

& charts were used to translate responses into meaningful information to get the most out of

the collected data. .

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Company Background

vishal Retail was incorporated on July 23, 2001 as Vishal Retail Private Limited as a retailer

of ready-made apparels in Kolkata in2001. 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 70,000products range which fulfills all your

household needs, and can be catered to under one roof. It is covering about 2059292 lac sq.

ft. in18 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 consumer.

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Literature Review

Customer preference analysis

Customer preference analysis is the process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage. Customer preference analysis should be centered on the

key concept that customer satisfaction is the main goal.

Customer preference analysis can serve as the foundation of a marketing plan. A

marketing plan contains a set of specific actions required to successfully implement a

marketing strategy.

A strategy consists of a well thought out series of tactics to make a marketing

plan more effective. Marketing strategies serve as the fundamental underpinning of

marketing plans designed to fill market needs and reach marketing objectives. Plans and

objectives are generally tested for measurable results.

Customer preference analysis often integrates an organization's marketing goals,

policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands

of the strategy, which might include advertising, channel marketing, internet marketing,

promotion and public relations, can be orchestrated. Many companies cascade a strategy

throughout an organization, by creating strategy tactics that then become strategy goals forthe next level or group. Each one group is expected to take that strategy goal and develop a

set of tactics to achieve that goal. This is why it is important to make each strategy goal

measurable.

Marketing strategies are dynamic and interactive. They are partially planned and

partially unplanned. As vishal mega mart is hypermarket, we are going to analyze the 7Ps of

marketing mishandled by them in order to know about their effective sales with regarding to

their customers opinion.

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Objective of study

1. Primary objective :To identify the customer preference for vishal mega mart

2. Secondary objective:To identify the needs of customer to identify the satisfaction level of customer to find

out the various promotional activities done in big bazaar to study the effectiveness of

promotional activities done in vishal mega mart

Industry analysis

In India, organized retail constitutes about 3% of total retail and is poised to reach 15-20% in

the next few years, which translates into a 40% CAGR. This indicates tremendous potential

for the sector for the next few years. The future will also see the pantaloon of several new

concepts targeted at the Indian consumer.

Further, retail development will not just occur in Tier 1 cities, but will have far more

significance in Tier 2 & 3 cities as well. The consumption drive would be fueled in smaller

towns and cities. There would be definite customer responsiveness towards Value Added

products and services in the next few years. Since value retailing touches the mass of the

population, and with organized retailing at about US $ 300 billion at present, value retailing

has the scope to almost double.

Retail is Indias largest industry, according for over 10 per cent of the countrys 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 for. However, the future is

promising; the market is growing; government policies are becoming more favorable and

emerging technologies are facilitating operations.

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Rationale of the study

1. To know why consumers prefer vishal mega mart2. To know customer satisfaction in vishal mega mart3. To know customer mindset about vishal mega mart4. To understand the difference between vishal mega mart and other organized retail

store

5. To know the price difference and discounts for the same product in vishal mega martand other retail store

6. To know about different facilities provided in vishal mega mart7

.To know organized culture in vishal mega mart

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Research methodology

Research Design:

The research would be exploratory in nature and would carried out to identify the

factor which formed the basis of customer preference analysis and expectation in vishal mega

mart and on the basis of these factor a comparative analysis of different category of

consumer will be done.

Source for data collection:

1. primary dataThe research instrument used for collecting primary data would be the questionnaire

2. Secondary dataDiscussion with the company executives, managers and employees. The company

website Marketing Journals and articles.

Tools for data analysis:

Certain statistical tools like T Test, chi square test, arithmeticmean, standard deviation

etc. would be used for the purpose of data analysis.

Limitations

1. The survey will be limited only to the customers of vishal mega mart in Indore.2. A sample size of only 100 respondents would be taken

3. The accuracy of the findings is trusted by the accuracy of the statistical tools will be use

for analysis

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Conclusion

The overall conclusion will be based on actual research which will be carried out in phase 2

of research project

Reference

Bibliography:

Books

Philip Kotler and Kevin Lane Keller, Marketing Management, Dorling Kinersley (India)

Pvt Ltd, 2007

Websites

1. www.vishalmegamart.com2. www.google.com

3. www.workforce.com

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