a study on buying behavior of customers in big bazaar
TRANSCRIPT
RESEARCH PROJECT REPORT
ON
A Study on Buying Behavior of Customers in
Mega mart
AAR
1
CONTENTS
CHAPTER-I 1-8 ,,
i) Introduction 2
ii) Objectives of the study 4
iii) Scope of the study 5
iv) Importance of study 6
v) Research Methodology 7-8
CHAPTER-II 9-33
Theoretical perspective 10-33
,
CHAPTER-III 34-75
i) Data collection 35-36
ii) Data analysis and interpretations 37-75
CHAPTER-IV 76-82
i) Findings of research 77-78
ii) Recommendations 79-80
iii) Conclusion 81-82
CHAPTER-V 83-90
Limitations of the study 84
ANNEXURE(S)
Questionnaire
Bibliography
2
LIST OF GRAPHS & CHARTS
1. Customer s monthly income 38
2. Customers visit Mega mart 40
3. Apart from Mega mart visit retail outlet 41
4. Purpose behind visiting mega mart 42
5. Demand for other retail outlets in a mall 43
6. Products mostly purchased by customers 45
7. Expenditure pattern of customers coming 47
8. Time spent by customers in shopping 49
9. Comparison of footfalls in weekdays and weekends 51
10. Customers preference of timing to visit mega mart 53
11. List of products and purchasing products on a unplanned basis 55
12. Brand preference of customers in mega mart 57
13. Comparison of brand preference on different product category 59
14. Mode of payment of customers in mega mart 61
15. Comparison of factors which encourages customers to come 63
16. Services of the sales personnel in Mega mart 65
17. Customers’ mode of transport to mega mart 66
18. Parking space availability in mega mart 68
19. Customers preference towards Kirana store 69
20. Comparison of Mega mart with any Kirana store 71
21. Comparison of Mega mart with others Organized retailers 73
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CHAPTER - I
vi) Introduction
vii) Objectives of the study
viii) Scope of the study
ix) Importance of study
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Introduction
As customer’s tastes and preferences are changing, the market scenario is also
changing from time to time. Today’s market scenario is very different from that of
the market scenario before 1990. There have been many factors responsible for the
changing market scenario. It is the changing tastes and preference of customer which
has bought in a change in the market. Income level of the people has changed; life
styles and social class of people have completely changed now than that of olden
days. There has been a shift in the market demand in today’s world. Technology is
one of the major factors which is responsible for this paradigm shift in the mark.
New generation people are no more dependent on haat market and far off
departmental stores. Today we can see a new era in market with the opening up of
many departmental stores, hyper market, shopper’s stop, malls, branded retail outlets
and specialty stores. In today’s world shopping is not any more tiresome work rather
it’s a pleasant outing phenomenon now.
My study is based on a survey done on customers of a hypermarket named mega
mart. Mega mart is a new type of market which came into existence in India since
1994. It is a type of market where various kinds of products are available under one
roof. My study is on determining the customer’s buying behavior of customer’s in
mega mart and the satisfaction level of customers in mega mart. My study will find
out the current status of mega mart and determine where it stands in the current
market.
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This market field survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customer’s future needs , wants &
demands.
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OBJECTIVES OF THE STUDY
1. To find out the buying behavior of the customers coming in to Mega mart in
Madurai area.
2. To determine the current status of Mega mart.
3. To find out the customers response towards Mega mart.
4. To study the satisfaction level of customers in different attributes of Mega mart.
5. To identify main competitors of Mega mart.
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Scope of Study
The scope of this research is to identify the buying behavior of customers of Mega
mart in madurai area. This research is based on primary data and secondary data.
Due to time constraint only limited number of persons contacted. This study only
focuses on urban buying behavior of customers because the research conducted in
MADURAI area. The study does not say anything about rural buying behavior of
customer because rural norms/status/attitude & acceptance of the rural customers
differs with urban customers. The scope of research is limited for MADURAI area. It
provides help to further the research for organized retail sector in MADURAI area. It
aim to understand the skill of the company in the area like technological
advancement, competition in management.
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Importance of Study
The study shows customers buying pattern with Mega mart in Madurai area. Its
provide guideline for further research in Madurai area for organized retail. Research
says about customer buying behavior towards Mega mart in Madurai area. The study
rate of customer satisfaction level with Mega mart for Madurai area. The research is
also important to identify Market size, growth and Market Potential of Mega mart in
Madurai area. The research shows future Scenario of Mega mart in current
perspective. The study shows Opportunities and challenges for Mega mart respect of
internal & external environment. Research say about main competitors in the field of
organized retail sectors. The study provide guideline to further extension of Mega
mart in Madurai area .The study provide help to know the customers satisfaction with
Mega mart stores.
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Research Methodology
Technology, customers tastes and preferences play a vital role in today’s generation.
Research Methodology is a set of various methods to be followed to find out various
information’s regarding market strata of different products. Research Methodology is
required in every industry for acquiring knowledge of their products.
Area of study:
The study is exclusively done in the area of marketing. It is a process
requiring care, sophistication, experience, business judgment, and imagination for
which there can be no mechanical substitutes.
Research Design -
Exploratory Research.
Sampling Design:
Non Probability sampling- Convenience sampling
Sample Size:
350 Customers
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Data Collection : -
Data is collected from various customers through personal interaction.
Specific questionnaire is prepared for collecting data. Data is collected with mere
interaction and formal discussion with different respondents. Some other relevant
information collected through secondary data
Tools of Analysis : -
The market survey about the techniques of marketing and nature of
expenditure is carried out by personally interacting with the potential customers in
Mega mart.
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CHAPTER-II
Theoretical Perspective
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Theoretical Perspective
Retailing
The Indian consumer could well be crowned King with all economic indicators in the
right place. Queuing up for the coronation ceremony are a multitude of global
companies that are looking at India as the next consumer market powerhouse. And it
seems to be the retail sector that will give the desi consumer royal status.
In this study I will try to find out the present scenario of retail market in India. This
project will give focus on the global scene to retail industry and what will drive the
growth of industry in the future.
Retailing is the final step in the distribution of merchandise, the last link in supply
chain – connecting the bulk procedures of commodities to the final consumers.
Retailing in India is thoroughly unorganized. There is no supply chain management
perspective. According to a survey b y AT Kearney, an overwhelming proportion of
the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000
crore segment of the market is organized.
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to
Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above
will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore
by 2005
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A study by McKinsey points out that India's market for consumer goods can reach a
w $450 billion by 2011 - making it one of the five largest in the world. Further,
KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has
said: "India represents an economic opportunity on a massive scale, both as a global
base and a domestic market." The report, however, finds that the next leap in the
growth of the consumer market will be spearheaded by the changing dynamics of the
retail sector. "Companies expect that the next cycle of change in Indian consumer
markets will be the arrival of foreign players in consumer retailing. Although FDI
remains highly restricted in retailing, most companies believe that will not be for
long," says Deepankar Sanwalka, Executive Director and Head - Consumer Markets,
KPMG India.
FDI in retail has once again begun to appear imminent following Prime Minister
Manmohan Singh's recent interview to McKinsey, in which he expressed confidence
that he would be able to get the Left parties on board on the matter. KPMG is in fact
going ahead with its plans to conduct a series of five roadshows in the US and a few
countries in Europe to hold discussions about the opportunities in India's consumer
markets, especially in retail. And the numbers do lend credence to the enthusiasm.
The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the
retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009.
In fact, KPMG finds that the organised retail sector in India is expected to grow at a
higher rate than GDP growth in the next five years, driven by changing lifestyles,
strong income growth and favourable demographic patterns. According to EIU, India
currently has more than five million retails outlets, out of which 96 per cent are
smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is
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developing rapidly with malls becoming iMaduraieasingly common in large cities,
and development plans being projected at 150 new shopping malls by 2008.
Emerging trends in organized retailing
Over the last five years, a number of large business groups such as Tata’s, RPG,
Raheja’s and Piramal’s has set up stores/malls and built businesses within retail.
Thesem include the Rs1.9bn Food World - a leading supermarket chain set up by
RPG; the Raheja’s Rs1.8bn Shopper’s Stop - a multi-brand departmental outlet and
the Crossroads Mall set up by the Piramal’s. While many of these initiatives were
initially driven by the need to use existing real estate, they are beginning to assume
the contours of a serious business today.
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel
retail to grocery and convenience stores. Suitability of location, optimal utilization of
real estate, diversifying business to reduce reliance on the commodity nature of fuel
retail business and improve margins are the key factors that has lead fuel majors to
enter into the retailing.
Also, existing family owned businesses are expanding their businesses. The more
successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-
year old Chennai based chain selling consumer durables and Narula’s - the food
chain in North India.
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Interestingly, manufacturers are also looking for forward integration and are building
chains around brands. Brands in apparel, footwear and durables have driven the
growth of specialty chains and upgraded existing multi-brand outlet.
Theme for a mall
Although the retail sector in India highly fragmented and consists predominantly of
small, independent, owner-managed shops, it happens to be the country's second
largest employer after agriculture. The country is currently witnessing a boom in
retailing, thanks mainly on account of an iMaduraiease in the disposable
incomes of middle and upper-middle class households.
More and more corporate houses, including large real estate companies, are now
entering the retail business directly or indirectly. One sign of the modernization
of Indian retailing is the rapid growth in the number of speciality malls and
theme malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises,
Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop and
Pantaloon have taken the lead in organised retailing.
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Emergence of specialty retailing
Though organised retailing is still at a nascent stage - accounting for only around
two per cent of the $180 billion retail market in India - it is likely to touch 10 per
cent by the end of this decade. Four product categories have led the organised
retailing wave: foods, apparel, lifestyle products, consumer durables and
electronics. In recent times, several theme malls such as Gold Souk (jewellery
malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs
and occasions have been completed or announced.
Many top developers are now toying with the idea of developing speciality malls.
Speciality malls are already a success in the West, whereas the concept is in its
infancy in India. One could venture so far as to say speciality and theme based
retailing will drive the growth of organized retailing in India.
ORGAINSED RETAILING
Organised retailing got a leg up during 2004 with the opening of new format stores,
rapid growth of existing players, start-up of new-generation shopping malls, the
Government's intention of allowing a certain level of foreign direct investment in
retail and the formation of a retailers' association. With consumer sentiment positive
during most of 2004, it led to substantial spending across a number of categories such
as consumer durables, clothing and lifestyle, automobiles and telecom products. At
the beginning of this decade, organised retailing accounted for a mere $2.9 billion in
India. This is only 1.25 per cent of the estimated total retail market. This share has
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already grown to 2 per cent.Growth projections for retail business vary widely. Some
studies estimate that by 2007, the share of organised retail in the retail pie will jump
three times to reach 5-6 per cent.
Retail in India largest industry accounting for over 10% of the country GDP and
around 8% of the employment. Retail industry in India is at the cross road. It has
emerged as one of the most dynamic and fast paced industries with several player
entering the market. The future is promising the market is growing government
policies are becoming more favorable and emerging technology and facilitating
operations.
Some key facts retail in India largest industry accounting for over 10% of the country
GDP and around 8% of the employment.
The market size of Indian retail industry is about US $ 312 billion.
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Indian consumption cosmos
During past decades private final consumption expenditure has been the key driver
economic growth in India.
The headquartered in Mumbai the company operates over 12 million square feet of
retail space as over one thousand stores across 71 cities in India and employees over
35,000 people.
The companies leading formats include Pantaloons a chain of fashion outlet, Mega
mart, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends he
look, touch and feel of Indian Bazaars with aspects of modern retail like choice
convenience and quality and control a chain of seamless destination malls.
COLES GROUP
Coles Group, led its founder & group CEO Mr. Kishore Biyani is one of India
leading business house with multiple business spanning across the consumption
space. While retail firm the core business activity of Coles Group, group subsidiaries
are present in consumer finance, capital, insurance, brand development &
entertainment. The first set of Mega mart store open in 2001 in Kolkata, Hyderabad
and Bangalore.
DESCRIPTION
HELP DESK – As you can see from the layout, the Help Desk is located in a
place where everyone has their first sight that is in front of the entrance. This shows
that when a person enters in to mega mart it can get all information about the stores
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of mega mart from the person sitting in the help desk. Help Desk uses paging service
as a tool for the convenience of its employees and customers.
KIDS SECTION – The kids section is located just at the left corner of the
entrance of mega mart. In the kid’s section kid’s accessories like diapers, trolleys,
suckers, water bottles are available in one part. Kid’s jackets and baba suits are
available in another part. Kids casual wear (jeans and shorts) are placed in one part of
it and infant shirts & t-shirts are also placed in another part. In this section the pillars
are used for displaying information like size chart and section description. The
apparels are available at a price of Rs59 onwards.
MENS SECTION – Next to it is the men’s section that is in the center. It is
divided in to five parts. At one part men formal shirts are available. In other parts
men trousers, suits and blazers, fabrics and ethnics are available respectively. Here
the price ranges from a minimum of Rs99 to Rs899.
LADIES SECTION – Next to it is the ladies section that is in the extreme right
side. The ladies section is segregated in to seven parts. Ladies section starts from
ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories –
lingerie’s, ladies perfumeries, and ladies cosmetics respectively. Here the price of the
apparel ranges from Rs99 to Rs1000 approx.
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Promotional scheme – With an add on to the above products there are various
other products which are available with a promotional scheme. The various products
under this scheme includes girl t-shirts, infant winter wear etc.
Non-Promotional scheme – There are various other products available without
any promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids
night wear, kids salwar suits etc.
Sports Store – At the extreme corner there is a sports store where various kinds of
sport items are available.
Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of
food items, fruits and vegetables are available there. Sitting arrangements are well
made so that people can sit and take tea, coffee or snacks or any other food item and
can relax.
Cash Counter – The cash counter is located just near the exit
Major Milestones
1987 Company incorporated as Manz Wear Private Limited. Launch of
Pantaloons trouser, India’s first formal trouser brand.
1991 Launch of BARE, the Indian jeans brand.
1992 Initial public offer (IPO) was made in the month of May.
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1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format
launched across the nation. The company starts the distribution of branded
garments through multi-brand retail outlets across the nation.
1995 John Miller –Formal shirt brand launched.
1997 Pantaloons – India’s family store launched in Kolkata.
2001 Mega mart, ‘Is se sasta aur accha kahi nahin’ - India’s first
hypermarket chain launched.
2002 Food Bazaar, the supermarket chain is launched.
2004 Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first
seamless mall is launched in Bangalore.
2005 Fashion Station - the popular fashion chain is launched
2006 Future Capital Holdings, the company’s financial arm launches real
estate funds Kshitij and Horizon and private equity fund In division. Plans
forays into insurance and consumer credit. Multiple retail formats including
Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot
and futurebazaar.com are launched across the nation. Group enters into joint
venture agreements with ETAM Group and Generali.
2007- Coles Group cross $1 billion mark.
2008- Coles Group holding becomes the second group company to make a
successful initial public offering in the Indian capital market.
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Coles Group
Coles Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.
Coles Group is present in 61 cities and 65 rural locations. The group’s flagship
company, Pantaloon Retail (India) Limited operates over 10,000,000 square feet
(930,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people.
Some of its leading retail formats include Pantaloons, Mega mart, Central, Food
Bazaar, Home Town, eZone, Depot, Future Money and online retail format
www.futurebazaar.com.
Coles Group companies includes, Future Capital Holdings, Future Generali India,
Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew
Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on
asset management and consumer credit. It manages assets worth over $1 billion that
are being invested in developing retail real estate and consumer-related brands and
hotels.
The group’s joint venture partners include Italian insurance major Generali, French
retailer ETAM group, US-based stationary products retailer Staples Inc and UK-
based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.
Coles Group’s vision is to, “Deliver Everything, Everywhere, Everytime to Every
Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’
as a core value and its corporate credo is - Rewrite rules, Retain values.
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MAJOR INDIAN RETAILERS
The low-intensity entry of the diversified Mahindra Group into retail is
unique because it plans to focus on lifestyle products. The Mahindra group is the
fourth large Indian business group to enter the business of retail after Reliance
Industries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other three
groups are focusing either on perishables and groceries, or a range of products, or
both.
RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s
Super, Daily & Fresh
Pantaloon Retail-Formats: Mega mart, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, E-Zone etc.
The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark,
and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.
K Raheja Corp Group-Formats: Shoppers’ Stop, Crossword, Hyper City, In orbit
Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International
Franchise brand stores.
Pyramid Retail-Formats: Pyramid Megastore, TruMart
Nilgiri’s-Formats: Nilgiri's’ supermarket chain
Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.
Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain
Vishal Retail Group-Formats: Vishal Mega Mart
BPCL-Formats: In & Out
Reliance Retail-Formats: Reliance Fresh
Reliance ADAG Retail-Format: Reliance World
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German Metro Cash & Carry
Shoprite Holdings-Formats: Shoprite Hyper
LITERATURE REVIEW
BY SOUMEN CHATTERJEE
Unique customer perception (UCP): According to soumen, Unique Customer
Perception is what is required by companies instead of Unique Selling Proposition. It
is ultimately that customer look for satisfaction based on the picture of perception
derived from various sources. If these perceptions of customer can be analyzed then
promotion would be easier for customer centric marketing. This has lead to the
concept - “Customer Perception is the Rule and not Customer Satisfaction”.
HUAWEI
Satisfy customers perception is the biggest challenge: In meeting customers'
requirements and measuring customers' satisfaction indexes, customer perception
should be definitely a key consideration. Qualified services in the operation
execution layer, technical management layer and business development layer are
necessary. It is more important to understand customer expectations and make efforts
to exceed their expectations. In customer satisfaction management, the biggest
challenge is customer perception management, or customer perception satisfaction.
The major characteristics of service is intangible, hence the core value of services is
not like a physical product but the spiritual experience and perception of customers.
The final aim and ideal effect of service provisioning is to have customers perceive
and enjoy the service. Such perception is both at psychological and behavior levels,
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and it is the contents of high quality life in the modern society. Customers are
seeking for material deliverables as well as perceptive enjoyment when purchasing a
service product. Since perceptive enjoyment is a vital service objective, one of the
key service management objectives shall be meeting customers' perceptive
enjoyment.
ORGANIZATIONAL CHART
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Mega mart: Is se sasta aur acha kahin nahin
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Mega mart is the company’s foray into the world of hypermarket discount stores, the
first of its kind in India. Price and the wide array of products are the USP’s in Mega
mart. Close to two lakh products are available under one roof at prices lower by 2 to
60 per cent over the corresponding market prices. The high quality of service, good
ambience, implicit guarantees and continuous discount programmes have helped in
changing the face of the Indian retailing industry. A leading foreign broking house
compared the rush at Mega mart to that of a local suburban train.
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Food Bazaar – Wholesale prices
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and
also the comfort to See, Touch and Feel the products. The company has recently
launched an aggressive private label programme with its own brands of tea, salt,
spices, pulses, jams, ketchups etc. With unbeatable prices and vast variety (there are
42 varieties of rice on sale), Food Bazaar has proved to be a hit with customers all
over the country.
Mega mart
Mega mart is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable
success in many Indian cities and small towns. Mega mart provides quality items but
at an affordable price. It is a very innovative idea and this hypermarket has almost
anything under one roof….Apparel, Footwear, Toys, Household Appliances and
more. The ambience and customer care adds on to the shopping experience.
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Is Se Sasta Aur Accha Kahin Nahin !!
What's in store for you at Mega mart?
1,70,000 products at 6- 60 % discount.
At Mega mart, you will get : A wide range of products at 6 – 60 % lower than the
corresponding market price, coupled with an international shopping experience.
If you deal in the categories mentioned there's a big deal of
success for you.
Products available in Mega mart
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Apparel and Accessories for Men, Women and Children.Baby Accessories.
Cosmetics
Crockery
Dress Materials Suiting & Shirting
Electrical Accessories
Electronics
Footwear
Toys
Home Textiles
Home Needs
Household Appliances
Household Plastics
Hardware
Home Decor
Luggage
Linens
Sarees
Stationery
Utensils & Utilities
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and
also the comfort to See, Touch and Feel the products.
'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large
supermarkets with a difference. It was flagged off in April'02.With store sizes
ranging from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore
& Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur.
It currently caters to over 1.2 million customers every day across 4 outlets in India
and is soon set to expand and double this figure across 8 outlets all over the country
by June 2003.
Food Bazaar offers the Indian consumer the best of Western and Indian values. The
western values of convenience, cleanliness and hygiene are offered through pre
packed commodities and the Indian values of "See- Touch- Feel" are offered through
the “Mandi” atmosphere created by displaying staples out in the open, all at very
economical and affordable prices without any compromise on quality. This satisfies
the Indian consumer and comforts her before making her final buying decision. At
other super markets, the consumer is deprived of this factor.
Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana
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kitna Aasaan”. This positioning platform of Food Bazaar is evident from the
higher discounts and the wholesale price-points which is below MRP.
Food Bazaar represents the company’s entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to
provide the much important ‘touch & feel’ factor which Indian housewives are used
to in the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover
grocery, FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice
wheat etc, besides fruits and vegetables. All products are sold below MRP and
discounts range between 2% to 20%. Fruits and vegetables are sold at prices
comparable to wholesale prices.
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CHAPTER -III
iii) Data collection
iv) Data analysis and interpretations
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Data Collection
Data can be classified under two categories depending upon the sources utilized.
These categories are,
i) Primary data ii) Secondary data
DATA COLLECTION
Data is collected by using various methods. For the purpose of fulfilling the objective
of study and for completing the Research project Report, both primary and secondary
data collected.
PRIMARY SOURCES:
Questionnaire
Keeping in view the objective of study a questionnaire (as given Annexure) was
selected there is Twenty in all. All questions are small in size and arranged logically.
The language is simple to understand.
Interview
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Information was also obtained by conversation with Customers .they were
interviewed personally.
SECONDARY DATA: The second information is taken from company document
available on websites
The other related journals information and industry association’s sites have also been
viewed.
SAMPLING DESIGN
In the backdrop o f obj ec t ive se t , a sample s tudy conduc ted in
Delh i& MADURAI .
SAMPLE SIZE: 350 CONSUMERS contacted during this research work. The
nature of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped
in keeping the path of research in focus throughout the work.
Collection of the questionnaire
Sufficient time was given to the respondents to answer the questionnaire.
Problem faced while collecting and filling questionnaire
Some of the respondents were hesitant to answer the questionnaire.
Some respondents did not want to answer the questionnaire, so they left it
unanswered.
Where the respondents did not find the relevant answer in his choice provided, they
added they added their own choice or left it unanswered.
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Tabulation
After all the questionnaires were collected back, the responses were tabulated.
Each answer of the respondent was tabulated to its respective category.
ANALYSIS
I have done a market field survey on mega mart. I have surveyed around 350
respondents of Delhi & MADURAI who come to visit mega mart. A specific
questionnaire is prepared for the customers and data is obtained from them by
moving around mega mart and personally interacting with them. The customers gave
me valuable information regarding their consumption pattern in mega mart. I
collected all those information and a proper analysis is done.
All the analysis and its interpretations are discussed below. Each of the analysis is
done as per the information obtained from the customers and a serious interpretation
has been done to best of my effort.
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Customer s monthly income
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Higher income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%
INCOME GROUP5
5%5
50%2
20%2
25%H Higher IncomeGGroup (> Rs.60000)M
Middle IncomeGGroup (Rs. 40000-60000)L
Lower IncomeGGroup(Rs.10000-40000)N
No Income Group (< Rs.10000)
Analysis: The above diagram shows the distribution of income level of customers
coming in to mega mart. Among the 350 respondents 50% of customers are of
middle income level that is between Rs10000 – 40000 per month. Least number of
customers visiting Mega mart are the higher income level people (> Rs.60000 pm)
that constitute only 5%. The lower income level of people coming to mega mart
constitutes of 20%. 25% of people belong to no income group which mostly consists
of students.
Interpretation: Mega mart is the hub of shopping for middle level income
group people because of its reasonable price on its each product category. The higher
level income group people don’t prefer to do shopping in mega mart as it doesn’t
deal with branded products. The higher level income group people are very status
conscious and their psychology is such type that they don’t prefer much to visit mega
mart as it is a discounted store. The lower income group people come in to mega
mart as they get goods at a discounted price. Hence mega mart should include
branded products in its product category which will encourage higher income group
people to come in to mega mart. Probably not much of lower income group people
come to mega mart as they don’t like to have any shopping experience rather they
just go for nearby store where they can get their necessity goods. Even they purchase
goods on a regular basis on a small quantity. So they don’t have much interest to
come to mega mart and do shopping.
38
Customers visit Mega mart
39
Weekly29%
Monthly34%
Quarterly23%
On unplanned basis14%
Interpretation: From this I interpret that in mega mart 34% customers visit
monthly, 29% customer visit weekly 23% customers visit quarterly and 14%
customers visit on planned basis , it means mostly customers visit weekly and
monthly basis for purchase their requirements.
Apart from Mega mart visit retail outlet
Interpretation: From this I interpret that 64% customers of mega mart visit
other retail stores for their requirements and 36% customers of mega mart generally
40
Yes 64%
No 36%
do not visit other retail stores. It shows that customers satisfaction level is more in
mega mart.
Purpose behind visiting mega mart
Shopping 60%Outing 10%Both 30%
PURPOSE
60%
10%
30%
Shopping
Outing
Both
Analysis: Out of the 350 respondents 60% of respondents visit mega mart for
shopping, 10% for outing and 30% visit mega mart for both the purposes.
41
Interpretation: From this I interpret that mega mart is purely a shopping
complex but it also facilitates a certain kind of ambience and decorum to the people
that they also visit it for the purpose of outing. The infrastructure and ambience of
mega mart is so that people even like to go there even also they don’t have to
purchase anything. People enjoy doing shopping in mega mart. This is very nice for
it as often customers.
Demand for other retail outlets in a mall
Analysis: The above graph shows that 65% of people visit garment outlet in a
mall other than that of mega mart. 30% of people also prefer to visit food court in a
mall other than mega mart. 20% of the people go to footwear outlet in a mall other
42
Garment Outlet 65%Footwear Outlet 20%Food Court 30%Entertainment 20%Gift Corner 10%Jewelers and Watches Store 10%
0%
10%
20%
30%
40%
50%
60%
70%
Garment Outlet
FootwearOutlet
Food Court
Entertainment
Gift Corner
Jewellery andWatches
Store
Series1
than mega mart. 20% of people also go to mall for entertainment purpose. Some
people that are 10% each also visit gift corner store and jewellery & watches store in
a mall other than mega mart.
Interpretation: From this analysis I come to know that most of the people
tend to visit garment outlets in a mall other than mega mart as it has some exclusive
branded outlets. People also go for footwear stores as malls have branded footwear
stores in it. People go for watching movies to mall for entertainment. Yet a few
people visits gift corners and jewellery stores in a mall. This is of course a threat for
mega mart that it is not able to attract customers from other retail outlets and retain
them with it. Mega mart should definitely include more of branded products in its
product category in order to bring in the customers of mall to it and retain them with
it. It can include some of the exclusive branded outlets of cloths and jewellery in it in
order to attract the brand choosy customers.
43
Products mostly purchased by customers in mega mart
Clothes 60%Grocery 70%Food Item 50%Leather Item 25%Electronic Item 15%Gift Item 10%Any other Item 10%
0% 20% 40% 60% 80%
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Series1
Analysis: This chart clearly indicates that the demand for grocery that is 70% is
highest by the customers followed by clothes rated 60%. The next highest demand is
for food items that is 50%. 25% demand is for leather items in mega mart. Electronic
items holds 15% of demand and gift items and other items has a demand of only 10%
by the customers of mega mart.
44
Interpretation: From this analysis I interpret that customers demand are high
for grocery and clothes followed by food items in mega mart. Electronic items have a
little demand by the customers. Gift items and other items are not much in demand
by the customers. I can interpret that clothes, grocery and food items are the major
products which hold maximum number of customers. So mega mart should maintain
its low pricing and product quality to keep hold of the customers and also it should
keep more qualitative products of gift and leather items so that people would go for
more purchase of these items from it. Mega mart has many local branded products of
grocery and cloths and it is successfully selling it. It should also include branded
products so that more sales can take place.
45
Expenditure pattern of customers coming in to mega mart
Below Rs.500 /single visit 11%500-1000 /single visit 16%1000-1500 /single visit 22%1500-2000 /single visit 22%More than 2000 /single visit 29%
EXPENDITURE PATTERN
11%
16%
22%22%
29%Below 500
500-1000
1000-1500
1500-2000
More than 2000
Analysis: We can clearly see from this graph that majority of the customers spend
a lot in mega mart that is 29% of people spend more than Rs2000 in a single visit to
mega mart. Equal number of people that is 22% of people each spend Rs 1000-1500
and Rs 1500-2000 respectively in a visit to mega mart.16% of people spend Rs 500-
1000 and only 11% of customers are there who spends less than Rs500 in their visit
to mega mart.
46
Interpretation: From this I interpret that most of the customers purchase goods
in bulk which leads them to spend a lot. Volume sales are high in mega mart.
Customers tend to purchase more goods from mega mart as it provides goods at a
discounted rate. Probably those persons who spend more in a visit to mega mart are
purchasing on a monthly basis. Those customers who are spending very less money
that is below Rs 500 are mostly coming in just to move around mega mart and spend
time. In the process they used to spend money on food items and also purchase some
products while roaming in it. Impulse buying behavior of customers comes in to play
to a large extent. More discounts shall be provided to people who does bulk
purchase. This will encourage people to purchase more products.
47
Time spent by customers in shopping in mega mart
Less than half an hour 10%
Half an hour to 1 hour 15%
1 hour to 1 1/2 hours 35%
1 1/2 hours to 2 hours 22%
More than 2 hours 18%
Analysis: People spend a lot of time in shopping in mega mart. Majority of the
respondents (35%) said that they spend at least 1 hour to 1 ½ hours in mega mart.
22% respondents also said that they spend 1 ½ hours to 2 hours in their visit to mega
mart. Only 10% of people said that they spend very little time that is less than half
an hour in mega mart.
48
Interpretation: As per the given data I interpret that customers are very
product choosy now a days and that’s why they spend a lot of time in shopping in
mega mart. Probably customers might even be spending more time in mega mart as it
provides a very nice ambience and atmosphere for the people to shop in. Hence those
persons who spend half an hour or less than half an hour in mega mart are those
persons who just come to purchase limited products and come only because of low
pricing of products. People also spend much time in it but purchase very few goods.
The sales personnel should focus on the people who take long time in shopping and
purchases a lot and provide special kind of service to them as they are the major
customers.
49
Comparison of footfalls in weekdays and weekends
FOOTFALLS
40%
60%
Weeks days
Weekends
Analysis: The above graph shows that more number of people comes to mega
mart in weekends than that of week days .40% of people visits mega mart in
weekdays where as 60% of people visit mega mart in weekends.
Interpretation: I can clearly interpret from this that most of the people tend to
visit mega mart in weekends rather than that of week days. There are more footfalls
in mega mart in weekends than that of week days. Though there is not much
difference as 40% of people visit mega mart in week days hence in weekends the
footfall iMaduraieases by 10%. As people come more in weekends, so mega mart
50
Weeks days 40%Weekends 60%
should keep it open for more time in week ends. The infrastructure can be changed a
bit in week ends so that customers can see more products clearly and can move
around comfortably. In order to bring in more number of customers in week days
mega mart should provide some schemes in week days which will encourage people
to come in to it in week days also. Hence the crowd is more in weekends and mega
mart should avail more parking spaces for its customers in weekends. It can make
some temporary arrangement for parking every weekend. It should not spend much
money in advertising and displaying of products in weekdays rather it should
advertise and display products more in weekends as more number of people comes in
weekends.
51
Customers preference of timing to visit mega mart
52
10 A.M - 1 P.M 8%
1 P.M – 3 P.M 17%
3 P.M – 6 P.M 35%
6 P.M – 10 P.M 40%
Analysis: The above pie chart shows that most of the people prefer to visit mega
mart in evening time than that of the day time. Only 25% of people tend to visit mega
mart during day time while 75% of people tend to visit mega mart during after noon
time.
53
Interpretation: From the above analysis I interpret that evening time is the
peak time for mega mart and day time is the off peak time for mega mart. There is
more number of people found in mega mart during evening time than that of day
time. Probably more of products are being sold during evening time in mega mart
than that of day time. Mega mart shall provide some special offerings during day
time so that more people should come in during day time. It could offer some special
kind of product in daytime which will be not available during evening time. In this
way it will bring in more number of people during day time for getting the special
kind of products but along with that it will be able to sale other products as people do
a lot of impulse buying at mega mart.
54
Comparison of customers purchasing with planned list of
products and purchasing products on unplanned basis
Ever 10%
Analysis: As shown in the graph out of my total respondents of 350, 50% of
customers come to mega mart with a planned list of products. 40% of people come in
to mega mart without any planned list of products to be purchased from mega mart.
55
Yes 50%
No 40%
Interpretation: As per the data obtained from the customers of mega mart I
interpret that most of the customers comes in to mega mart with a planned list of
products. Few customers come to mega mart without any planned list of products and
purchases products depending on their selection. These people basically come to the
mall and hence get in to mega mart. Depending on the product category and brand
and quality of products they purchases goods. Some couples come to mall and go to
food bazaar to have food together and to have chit chat among them. The customer
who comes with a planned list of products purchases more products than that of the
customers who comes without any planned list of products. So mega mart should
provide more variety and essential goods so that more number of people should come
in with a planned list of products.
56
Brand preference of customers in mega mart
Yes 10%No 50%Depends on category 40%
BRAND PREFERENCE
10%
50%
40%
Yes
No
Depends oncategory
Analysis: As seen in the above chart it is clearly known that only 10% of people
come in to mega mart with a list of brands in advance. 50% of people completely
deny that they don’t prepare in list of brand in advance. 40% of people told that they
prepare a list of brand depending on the product category.
57
Interpretation: From this I interpret that customers don’t opt for much brand
preference while purchasing products in mega mart. A few customers search for
brands but depending on the product category. Customers probably don’t decide for
brands on products as there are not much of known branded products available at
mega mart. On product categories like grocery and clothes, mega mart has many
local branded products. Customers purchase a lot of these as its cheap in price even
though its quality is not so good. As most of the customers belong to lower class and
middle class people, they purchase those local branded products as it gives them
value for money. Different products of the same category have different prices.
Quality of products varies with the price. This enables customization of products for
various types of customers. Customers search for brands mostly in apparel section.
Some customers also pre decides the brand on the local manufactured grocery and
food products of mega mart. Mega mart should include more of the branded products
in its each category so that customers have more options to choose among the brands.
This will bring in more number of people to mega mart which will definitely
iMaduraiease the sales.
58
Comparison of brand preference on different product category
0%5%
10%15%20%25%30%35%40%45%
Clo
ths
Leather
Item
Electro
nic Ite
ms
Gro
cery
Gift It
ems
Any
Oth
er It
em
Series1
59
Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%
Analysis: This graph shows that cloths and grocery are the only two items on
which customers mostly prefer the brands that is 40% each. 33% brand preference is
on gift items and 25% is on electronic items. Brand preference on leather items is 2%
and 12% on any other item.
Interpretation: From this I interpret that some of the products brand are pre
decided in advance and for some of the products customers don’t at all pre decide
any brand. As per electronic goods are concerned customers pre decide the brand as
many branded electronic products are available in mega mart. The customers pre
decides brands on cloths and grocery most as mega mart produces much of local
brands and also have some well known branded products of clothes with it like flying
machine jeans.
60
Mode of payment of customers in mega mart
61
Cash Payment 55%
Credit Card 19%
Debit Card 26%
Analysis: As per my study is concerned, out of the total respondents 55% of
people make cash payment in mega mart. 19% of them uses credit card as their mode
of payment and 26% of the people makes payment in mega mart through their debit
card.
Interpretation: As per the obtained data I interpret that more number of people
makes cash payment in mega mart. A fraction of people uses their credit card for
payment in mega mart and a very few people uses their debit card for payment. I can
interpret that quick exchange of money for goods is done in mega mart as most of the
people mode of payment is cash payment. Hence sometimes mega mart has to wait
for a short time period as some of the customers make their payment through credit
and debit card.
62
Comparison of factors which encourages customers to come in to
mega mart
63
Price 60%Service 40%Ambience 50%Product Variety 65%Product Quality 20%Convenience 35%
Analysis: People are mostly encouraged to come to mega mart because of its
cheap price and availability of variety of products. Around 65% of the total
respondent said they are mostly encouraged to come to mega mart as it has variety
options. Even most of the customers said that they get goods there in a discounted
price and so they come in to it. Many customers also said that they feel good about
the service and ambience provided by mega mart. Around 35% of customers also
said that convenience is also another factor which leads them to come to mega mart.
Product quality is rated at very low that is only 20% which encourages the customers
to come to mega mart.
Interpretation: From this analysis I interpret that mega mart is a well known
for its variety options. People mostly come to mega mart as they get various kinds of
products under one roof. It is also clearly known that mega mart sales its goods at a
discounted price as compared to the market. Even it provides a good service and
ambience to its customers which encourages them to visit mega mart more and more
times. I can also interpret from this that mega mart has located itself in a good place
from where it is able to attract customers. As a hypermarket which is to be located far
off the city, mega mart has located itself in a good place from where it is convenient
for people to visit mega mart. Mega mart should try and produce more qualitative
products so that customers can get more satisfaction and would never think of not
doing shopping in mega mart.
64
Services of the sales personnel in Mega mart
Very good 17%
Good 29%
Ok 36%
Poor 13%
Very poor 5%
Interpretation: From this I interpret that 36% customers realize service of sale
personnel in Mega mart is OK, 29% realize good, 17% realize Very Good, 13%
realize Poor and 5% customers is very dissatisfied with sales personnel’s in Mega
mart.
65
Customers’ mode of transport to mega mart
Hired Vehicle 10%
Two-wheeler 40%
Four-wheeler 35%
Any Other 15%
Analysis: Around 40% of the total respondent of comes in to mega mart with
their own two wheelers. The second majority of people consist of people riding four
wheeler and coming in to mega mart. Only 15% of people of the total respondent
66
visits mega mart on hired vehicles. 10% customers of the total respondent comes in
any other mode of transport.
Interpretation: From the above data I interpret that there are more number of
four wheelers coming found in mega mart than that of two wheelers. People prefer
more to go to mega mart in four wheelers than that of two wheelers. A few people
are found who comes in to mega mart with a hire vehicle. Probably they might be the
tourists.
67
Parking space availability in mega mart
AVAILABILITY OF PARKING SPACE
45%
45%
10%
Less thanadequate
Adequate
More thanadequate
Analysis: As it is shown in pie chart most of the people say mega mart does not
provide adequate parking space. Equal number of people also says that adequate
space is provided for parking mega mart. Only 10% of people say that more than
adequate space is available for parking in mega mart.
Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by mega mart. Hence it’s a
threat for mega mart as it may loose its customers because of less parking space
availability. Even though many customers say adequate space is available for parking
in mega mart but also it is a threat for mega mart as it is seen more number of people
68
Less than adequate 45%
Adequate 45%
More than adequate 10%
are expected to come in to mega mart. In holidays probably it will be very difficult
for customers to park their vehicle in mega mart.
Customers preference towards Kirana store
69
Yes 65%
No 35%
Analysis: Out of my total respondent of 350 customers, 65% of them says they go
to their nearby kirana store and 35% said that they don’t at all go to any kirana store.
This shows that majority of people go to kirana store even though they visit mega
mart. But some customers are there who never goes to any kirana store.
70
Interpretation: As per the given data I analyze that most number of people
tend to purchase goods from nearby kirana store even if they come to mega mart. I
can conclude from this that a kirana store is a competitor of mega mart. Some
customers never go for shopping in kirana store as of it does not have much variety
option available with it. Probably they are more interested in having a shopping
experience rather than to just go and purchase goods from kirana store.
71
Comparison of Mega mart with any Kirana store
Price Service Variety Quality Convenience
Shopping
Experience Ambience
Mega mart 70% 50% 100% 40% 25% 90% 95%Kirana store 30% 50% 0% 60% 75% 10% 5%
72
70
50
100
4025
90 95
30
50
0
6075
10 50
20
40
60
80
100
120
Price
Serv
ice
Variety
Quality
Conve
nience
Shopping E
xperience
Am
bience
Big bazaar
Kirana store
Analysis: The above graph shows the comparison of different factors between
mega mart and a nearby kirana store. 70% of people say mega mart provides goods at
a cheaper price as compared to that of a kirana store. 50% of people say mega mart
provides better service and another 50% of them say kirana store provides better
service. Each and every customer that is 100% agrees that there are more variety of
products available at mega mart than that of kirana store. As per quality of goods is
73
concerned 60% of the customer say kirana store provides better qualitative products
while 40% of the customers say mega mart also provides qualitative products. 75%
people say it is more convenient for them to go to a kirana store while 25% of them
say going to mega mart is more convenient for them. 90% of respondents said it is a
good shopping experience at mega mart while 105 of them said that they also have a
good shopping experience at kirana store. As per ambience is concerned 95% of
customers said mega mart provides much nice ambience than mega mart while 5% of
them said that ambience provided by kirana store is also equivalent to that of mega
mart.
Interpretation: I interpreted from this that a kirana store is one of the competitor
of mega mart. It is a threat for mega mart as some of the attributes of a kirana store
provides more satisfaction to customers. Mega mart should try to improve on each of
its attributes and out compete the kirana store so that it can convert the customers of
kirana store to be the customers of mega mart.
74
Comparison of Mega mart with others Organized retailers
based on following points
Price Service Variety Quality Convenience
Shopping
Experience Ambience
Mega mart 45% 50% 55% 52% 54% 46% 58%O. Org. Retails 55% 50% 45% 48% 46% 54% 42%
Interpretation: I interpreted from this that other organized stores is another
competitors of mega mart. It is a threat for mega mart as some of the attributes of
other organized stores store provides more satisfaction to customers. Mega mart
should try to improve on each of its attributes and out compete the other organized
stores.
75
SWOT ANALYSIS OF MEGA MART
A SWOT analysis is done to know the strengths, weaknesses, opportunities and
threats of any company. This analysis will explain about the strengths, weaknesses,
opportunities and threats of mega mart.
Strengths of Mega mart
• Large variety option
• Cheap price
• Huge customer Base
• Volume sales
Weaknesses of Mega mart
• Lacks in branded products
• Low in product quality
• Unable to provide enough parking space to its customers
Threats for Mega mart
• Opening up of other discounted stores like Vishal mega mart
• Convenience of customers to nearby kirana stores
• Availability of products in other retail outlets
76
Opportunities for Mega mart
• To open up more and more number of mega marts in different
cities of the country.
• To grab the rural market
• To bring in the customers of other retail outlet by dealing with
branded products.
• Add more products to its product category
77
CHAPTER-IV
Findings
78
FINDINGS
1. Most of the customers buy their requirement in Mega mart on the basis of Weekly
and monthly basis. Customers realized that Mega mart stores provide qualitative
products/service with reasonable price.
2. At present time Mega mart provide different types of product assortments to the
customers.
3. Continuously opening of Mega mart chains in different major cities,
iMaduraieasing quantities of the customers & profit show that Mega mart most
accepted name in organized retail chain in India.
4. Mega mart mainly deal with middle income group people who want qualitative
product with reasonable cost.
5. Mega mart has a good reputation of itself in the market.
6. Mega mart has positioned itself in the market as a discounted store.
7. Mega mart holds a huge customer base. The majority of customers belong to
middle class family.
8. Impulse buying behavior of customers comes in to play most of the times in mega
mart.
9. There are more than 50 mega marts in different cities of India, it seems that there
is a vast growth of mega mart lying as customers demand is iMaduraieasing for mega
marts.
79
10. Mega mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with
all the specialty stores of different products which provide goods at a discounted rate
all through the year.
11. The major players in retail industries are Mega mart, The Tata Groups (Croma),
Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc.
80
SUGGESTIONS
• Mega mart should include more of branded products its product category so
as to attract the brand choosy people to come in to mega mart.
• Mega mart should provide large parking space for its customers so that they
can easily park their vehicles.
• It should make different cash counters for different customers. Cash counter
and credit card payment counter should be placed differently in order to
reduce the rush and save the customer’s time. This will be a kind of motivator
for the customers of mega mart.
• The service of the sales person is needed to be improved. Personal care
should be taken by the sales person for the customers so that the customers
feel good.
• During the off peak hour’s mega mart should provide some offers to its
customers so that people would be encouraged to come to mega mart during
off peak hours. The customers who are present in the mall during the off peak
81
hours of mega mart will definitely go in to mega mart if surprise offers are
made at that time.
• Customer care department is needed to take proper care of customer
complaints and queries. The person sitting at the help desk of mega mart
should be able to provide all necessary information to the customers
whenever it is required.
• The infrastructure is needed to be changed a bit during weekends as heavy
crowd comes in to mega mart during those days.
82
Conclusion
Mega mart is a major shopping complex for today’s customers. It is a place where
customers find variety of products at a reasonable price. Mega mart has a good
reputation of itself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle
class family. The youth generation also likes shopping and moving around mega
mart. Volume sales always take place in mega mart. Impulse buying behavior of
customers comes in to play most of the times in mega mart.
Mega mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with
all the specialty stores of different products which provide goods at a discounted rate
all through the year. It holds a large customer base and it seemed from the study that
the customers are quite satisfied with mega mart. As of now there are 34 mega marts
in different cities of India, it seems that there is a vast growth of mega mart lying as
customers demand is iMaduraieasing for mega marts.
83
Mega mart is a hypermarket store where varieties of products are being sold on
different product category. It has emerged as a hub of shopping specially for middle
class people.
Different types of products starting from a baby food to pizzas all are available under
one roof. In Delhi it is the middle class people who mostly do marketing from mega
mart. Even most of the people do their monthly shopping from mega mart. People
not only visit mega mart to do shopping but also visit for outing purpose as it
provides a very nice ambience to its customers. As people go to malls they just tend
to move around mega mart whether it is for shopping purpose or for outing purpose.
Grocery, apparels and food items are the products which are demanded most by the
customers of Delhi in mega mart. The major drawback of mega mart is that it lacks in
providing enough parking space for its customers. This may discourage the
customers to come to mega mart and shop as they face difficulty in parking their
vehicles. Even though some customers say that they don’t feel problem in parking
their vehicle, it is because of the parking space available to them by the mall. As it is
surveyed it seems that the biggest competitors of mega mart are the kirana stores,
discounted specialty stores like Vishal mega mart, Delhi bazaar Mega mart, The Tata
Groups (Croma), Reliance Retail, & Sabka Bazaar etc.
84
CHAPTER – V
85
LIMITATIONS OF
STUDY
Limitations of study
Certain limitations do creep in a research study due to constraints of the time, money
and human efforts, the present study is also not free from certain limitation, which
were unavoidable.
Although all effort were taken to make the result of the work as accurate as possible
as survey but the survey have following constraints.
I- Some customers were not willing to give appointment due to their busy schedule.
II- Due to very large size of the population, only a selected sample of customer could
be contacted.
III- Due to time constraint and other imperative work load during the t period it could
not be made possible to explore more area of concern pertaining to study.
IV- Also impossible for company to prove information is confidential.
86
V-Due to fast pace of life, some customers were not able to do justification to the
questionnaire.
VI-Personal biases might have come while answer the questionnaire.
VII-As per company rule many information was not disclose as the manager are busy
in their daily schedule. It is not possible for us to spend more time in interaction with
them.
ANNEXURE(S)
QuestionnairePART-1
1. Name: -
2. Age: -
3. Gender: -
4. Address: -
5. Qualification: -
6. Profession: -
7. Ph.
8. What’s your monthly income?
a) Below 10,000
b) 20,000 – 40,000
c) 40,000 – 60,000
d) More than 60,000
PART-2
87
1.How frequently do you visit Mega mart?
a) Weekly
b) Monthly
c) Quarterly
d) On unplanned basis
2.Apart from Mega mart do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
2.(a). If yes then what are the other retail outlets do you intend to visit in a mall?
e) Garment Outlet
f) Footwear Outlet
g) Food Court
h) Entertainment
i) Gift Corner
j) Jewellery and Watches store
2. What is the purpose behind visiting Mega mart?
a) Shopping
b) Outing
c) Others
3. What type of products do you mostly purchase in Mega mart?
a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
g) Any other Item
88
4. On an average how much amount of money do you spend in a visit to Mega
mart?
a) Below 500
b) 500 – 1000
c) 1000 – 1500
d) 1500 – 2000
e) More than 2000
5. How much time do you spend in a visit to Mega mart?
a) Less than half an hour
b) Half an hour to 1 hour
c) 1 hour to 1 ½ hours
d) 1 ½ hours to 2 hours
e) More than 2 hours
6.Which days of the week do you prefer to visit Mega mart?
a) Week days
b) Weekends
7. Which time of the day do you mostly prefer to visit Mega mart?
a) 10am – 1pm
b) 1pm - 3pm
c) 3pm-6pm
d) 6pm – 10pm
10. Do you go with a planned list of products to be purchased from Mega mart?
a) Yes b) No c)some time
11. Do you prepare a list of brands in advance when you visit to Mega mart?
a) Yes b) No c) Depends on category
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12. In which categories of products do you pre-decide the brands?
a) Cloths
b) Leather Items
c) Electronic Items
d) Grocery
e) Gift Items
f) Any other Item
13. What is your mode of payment in Mega mart?
a) Cash payment b) Credit Card c)Debit Card
14. What encourages you to visit Mega mart?
a. Price
b. Service
c Ambience
c. Product Variety
d. Product Quality
e. Convenience
15. How would you rate the services of the sales personnel in Mega mart on a 1 –
5 scale?
Very good
Good
Ok
Poor
Very poor
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16. Which type of your convenience to Mega mart?
a) Hired vehicle
b) Two-wheeler
c) Four-wheeler
d) Any other
17. How is the parking space availability in Mega mart?
a) Less than adequate
b) Adequate
c) More than adequate
18. Do you go to Kirana store?
a) Yes b) No
19. Compare your nearest Kirana store with Mega mart.a) Price
I. Kirana store II. Mega martb) Service
1. Kirana store II. Mega mart
c) Variety1. Kirana store II.
Mega martd) Quality
1. Kirana store II. Mega mart
e) Convenience1. Kirana store II.
Mega martf) Shopping Experience
1. Kirana store II. Mega mart
g) Ambience1. Kirana store II.
Mega mart
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20. Compare others organized retail stores with Mega mart on the following parameters.
a) Price 1.Mega mart II. Others Organized Retailer
b) Service1.Mega mart II. Others Organized Retailer
c) Variety1.Mega mart II. Others Organized Retailer
d) Quality1.Mega mart II. Others Organized Retailer
e) Convenience1.Mega mart II. Others Organized Retailer
f) Shopping Experience1.Mega mart II. Others Organized Retailer
g) Ambience1.Mega mart II. Others Organized Retailer
THANKING YOU
Bibliography
BOOKS
► Kotler Philip, marketing management, (Pearson education, 12th edition)
► Malhotra K. Naresh, marketing research (An applied orientation), Research
design, (Prentice hall of India pvt. 5th edition)
► Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
► Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4th edition )
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► Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)
INTERNET WEB PAGE
• Bigbazaar.co.in
• Organizedretail.co.in
• Retail seminar. In
• Literature review on Mega mart.com
• Retailing.co.in
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