SREE FINAL Vishal

“A STUDY ON BRAND POSITIONING OF VISHAL MEGHA MART IN DAVANAGERE”
CHAPTER - 01
INTRODUCTION
GENERAL INTRODUCTION
Retail Sector is the most booming sector in the Indian economy. Some of the gest
players of the world are going to enter into the industry soon. It is on the threshold of a
revolution after the IT sector. Although organized retail market is not as strong as of
now, but it is expected to grow manifolds by the year 2010. The sector contributes
10% of the GDP, and is estimated to show 20% annual growth rate by the end of the
decade. The current growth rate is estimated to be 8.5%.
The retail market is most fragmented in the world and only 2% of the entire retailing
business is in the organized sector. There are about 300 new malls, 1500
supermarkets and 325 departmental stores being built in the cities very soon.
I considered the -Vishal Megha Mart Davangere for studying the consumer
expectation, and what are the factors that influence to attract the rural customer
towards Davangere Vishal Megha Mart.
Consumers now want the cheapest, gest and the quickest products/services from
their retailers. They are moving towards the ‘eastern’ model, the changing behaviour
the Indian customers.
The project involves three main aspects namely industry profile, rural India,
company profile and analysis part. In industry profile about the retail sector, in rural
India it includes the population of rural India and about the rural market, and in the
company profile history of the organization, achievements; a detailed study has been
made. In the analysis part, objectives and data collection method, sampling design,
sampling size, sampling method and mainly I have analyzed the collected primary
data using SPSS, the primary data have been collected through questionnaires.
Finally findings, recommendations, limitations and conclusion are derived.
As we are now in the era of booming retailing lot of organization are entering into
the retail market. In India Future Group Pantaloon company is one of the greatest
retailing companies with its retail format called Vishal Megha Mart. In my Major
Institute of Management Studies, Davanagere University.

Concurrent Project, I’m doing the project, on “Consumer Attitude Towards - Vishal
Megha Mart - Davangere”. And also to know what are the factors which rural
customers think before visiting Vishal Megha Mart.
SPECIFIC INTRODUCTION
CONSUMER MANAGEMENT SKILLS
It is a fact that the retailing industry is in its starting phase in our country. The
benefits of organised retailing will only be felt once an equitable scale is achieved.
This to a large extent depends on the store size, the walkthroughs, bills per customer
per year, average bill size and the revenue earned per sq. ft. But besides resources
and bottomline, a variety of other aspects need to be in place for tasting success. The
need for qualified and trained manpower is of utmost importance. The need for
specialised skills is increasingly felt in the areas of:
 Strategic management - strategizing, targeting and positioning, marketing and site

selection, among others
 Merchandise management - Vendor selection, inventory management, pricing and

so on
 Store management - Layout, display, customer relationship, inventory

management, etc.
 Administrative Management - Human resources, finance, marketing and so on
 RETAILING FORMATS IN INDIA
Malls:
The largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above.
They lend an ideal shopping experience with an amalgamation of product, service
and entertainment, all under a common roof. Examples include Shoppers Stop,
Pyramid, Pantaloon.

 Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPG's Music World and the Times Group's music chain Planet M, are
focusing on specific market segments and have established themselves strongly in
their sectors.
 Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the
MRP through selling in bulk reaching economies of scale or excess stock left over at
the season. The product category can range from a variety of perishable/ non
perishable goods
 Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. Further classified into localized departments such as clothing, toys, home,
groceries etc.
 Department Stores:
Departmental Stores are expected to take over the apparel business from exclusive
brand showrooms. Among these, the gest success is K Raheja's Shoppers Stop,
which started in Mumbai and now has more than seven large stores (over 30,000 sq.
ft) across India and even has its own in store brand for clothes called Stop!.
 Hypermarts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as
Supermarkets. These are located in or near residential high streets. These stores
today contribute to 30% of all food & grocery organized retail sales. Super Markets
can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft
and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong
focus on food & grocery and personal sales.

 Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas.
They stock a limited range of high-turnover convenience products and are usually
open for extended periods during the day, seven days a week. Prices are slightly
higher due to the convenience premium.
COMPANY PROFILE
VISHAL MEGHA MART
“Isse sasta aur accha kahin nahi”
Shop till you drop! Vishal Megha Mart has democratized shopping in India and is so
much more than a hypermarket. Here, you will find over 170,000 products under one
roof that cater to every need of a family, making Vishal Megha Mart India’s favorite
shopping destination.
At Vishal Megha Mart, you will get the best products at the best prices -- this is our
guarantee. From apparel to general merchandise like plastics, home furnishings,
utensils, crockery, cutlery, sports goods, car accessories, books and music, computer
accessories and many, many more. Vishal Megha Mart is the destination where you
get products available at prices lower than the MRP, setting a new level of standard
in price, convenience and quality.
If you are a fashion conscious buyer who wants great clothes at great prices, Vishal
Megha Mart is the place to be. Leveraging on the company’s inherent strength of
fashion, Vishal Megha Mart has created a strong value-for-money proposition for its
customers. This highlights the uniqueness of Vishal Megha Mart as compared to
traditional hypermarkets, which principally revolve around food, groceries and
general merchandise. Boasting of an impressive array of private labels, Vishal
Megha Mart is continually striving to provide customers with a ‘complete’ look. So
be it men’s wear, women’s wear, kids wear, sportswear or party wear, Vishal Megha
Mart fashions has it all!
Vishal Megha Mart has clearly emerged as the favorite shopping destination for
millions of its consumers, across the country, it’s success is a true testament to the

emotional bonding it has established with the Indian consumer, on account of its
value offerings, asp rational appeal and service levels. We believe Vishal Megha
Mart is a true pan-Indian model that can enter into most towns in India and
democratize shopping everywhere.
The acceptance and loyalty that Vishal Megha Mart has garnered over the years, was
well evident on 26th January 2006.On the day India celebrates its Republic Day, the
company honored the consumer by calling it the ‘Maha Savings Day’. Shoppers at
all Vishal Megha Mart and Vishal Food Mart outlets across the country were offered
products at prices never heard before in the history of shopping.
The offers were spread across categories from electronics to utensils, from apparel to
furniture and food. This event received tremendous response from the regular and an
entirely new set of shoppers, which resulted in nearly 2 million people visiting the
stores on that day. And most stores were able to post record sales for a single day.
VISHAL FOOD MART
Across India, food habits vary according to community, customs and geography.
Vishal Food Mart, through its multiple outlets addresses this. At the same time it
offers best quality products at wholesale prices to a wide cross section of the India
population. Vishal Food Mart effectively blends the look, touch and feel of the
Indian Mart with the choice, convenience and hygiene that modern retail provides.
The food and grocery division of the company was launched in 2002-03 and has
grown to 47 stores nationwide at the end of the current financial year. Most stores are
located within Vishal Megha Mart, Central and MAVIEs and act as strong
footfall generators. There are separate stand-alone Vishal Food Marts as well. The
business contributed just under 50 per cent of value retailing, and about 20 per cent
to the company’s turnover during 2005-06.
Vishal Food Mart offers a variety of daily consumption items, which include staples,
soaps and detergents, oils, cereals and biscuits. On the product category side, the
primary segregation is done on the basis of staples, fresh produce, branded foods and
home and personal care products.

Departments with their Products: -
Level 1
Depot:
1) General books
2) Office stationary
3) Children stationary
NBD (New Business Development)
1) Watches
2) Fashion Jewelry
3) Sunglasses
4) Auto accessories
5) Car audio systems
Plastics, Utensils, Crockery (PUC)
Plastics:
1) Buckets
2) Casseroles
3) Containers
4) Boxes
5) Flasks
6) Bowls
7) Jugs & sippers
8) Bottles & Mugs
Utensils:
1) Plates, Bowls, Glasses

2) Nonstick Cookware’s
3) Kitchen tools
4) Tiffin Boxes

Crockery
1) Crockery cutlery
2) Table Materials / Napkins
3) Casseroles
4) Dinner sets
5) Wine, Juice Glasses
Luggage:
1) Travel bags
2) Trolleys
3) Bags: Schools, Collage Ladies purse
4) Suitcase
Level 2
Ladies Department:(SKD)
1) Winter Wear
2) T-Shirts & Tops
3) Shirts
4) Ethnic Wear
5) Jeans & Trousers
6) Palazzos & Salwars
7) Shorts & Capris
8) Skirts
9) Party Wear
10) Active Wear
11) Night Wear
Men’s Department:
1) Winter Wear
2) T-Shirts
3) Casual Shirts

4) Formal Shirts
5) Ethnic Wear
6) Shorts
7) Track pants
8) Trousers Jeans
9) Joggers ware
Level 3
Footwear Mart :
1) Sports Shoes
2) Formal Shoes
3) Casual Shoes
4) Men’s Sandals
5) ladies Sandals
6) Ladies Casuals
7) Ladies Chapel
8) Ladies fancy Sleepers
9) ladies Sports shoes
Home Décor:
1) Flower vase
2) Artificial Flowers
3) Religious gifts
4) Candle stand
5) Umbrellas
6) Photo Frames
7) Assorted color Stones
8) Frame Paintings
9) Water falls (artificial)
10) Birthday items
Home line:
1) bed sheets, Pillows , bed spreads

2) Towels, Yellow dust

3) Razai , Carpets, Cushion covers

4) Chair bags
Toys Dept:
1) Soft toys
2) Educational toys
3) Board games, Action figures
4) Dolls
Kids department
Boys section:
1) T-Shirts, Trousers, jeans

2) Cotton shirts, Cargo, Codraw
3) Ethic wears
4) Co ordinates
5) Rain cotes
Girls Section:
1) Ethic wears
2) Co- ordinates
3) Cotton frocks
4) Western wears
Infants:
1) Jhablas
2) Vests
3) Bibs feedings
4) Bed items
5) Baba suits
6) Frocks
Level 4:
Beverages:
1) Soft drinks
2) Mineral water
3) Juices

4) Health drinks
5) Frozen items
Confectionaries:
All kinds of Chocolates & Confectionaries
Fruits & Vegetables:
Staples Dept:
1) Dal, Rice, Atta, Rava items

2) Oil’s, Masala items
3) Dry fruits
4) Spicy items
5) Ready meals
6) Breakfast cereals
Process Dept.:
1) Health drinks
2) Ready to eat
3) Corn flakes, Chips
4) Instant mixes
5) Soups, Bread items, pickle
6) Spreads
Non-food Dept.
Home care:
1) Phenyl, Detergents
2) Dish wash, Tissue papers, Scratch
3) Shoe cases, Fresh wrap,
Personal care:
1) Soaps, tooth paste, Shampoo

2) Deodorants, Body spry
3) Baby food, Talcum powder
4) Men’s apparel

Level 5:
Electronic Mart:
1) Sound System
2) Microwave
3) Rice cookers
4) Juicers
5) Irons, Mixers & Grinders
Organization Structure of The Store:

Departmental Managers:
 Departmental Managers:
There are 2 departments and 8 assistant department managers in this store like
Electronic dept, Depot dept, NBD dept, Mobile Mart Dept, Star sitar Dept, PUC
Dept, Ladies Dept, Men’s Dept, Furniture Dept, Footwear Dept, Home Décor Dept.
Each department will be assigned with targets which has to be achieved within the
assigned period that Febravery be of Daily, Weekly, monthly and yearly.
Each department has a department Manager & Assist DM. Their job is concerned
mainly with sales. They look after customer’s orders delivery post sale service if any
etc . All Dept managers ADM, Team members work under coordination &
cooperation.
 Administration:
Store administration comes under Store Manager its functions are store maintenance,
House Keeping, Security etc.
 Information Technology:
This department is responsible for the maintenance of the systems of the stores. All
billing machines their functioning networking with the master machine etc. If there
is any problem with the machine then this department comes into function.
 Cashing Dept:
This department is responsible for the collection of sales amount ie cash sales, Credit
sales, etc under this department all billing machines of the stores comes. The sales
amount collected throughout the day by the cashier’s has to be submitted to this
department.
 Marketing Executive:
This dept is responsible for the marketing of the store in different different media
like Television, Newspaper, and Holdings etc. the authorized person has to visit
different companies and has to look after for tie-ups etc.
 Visual Merchandise:

This department is responsible for the product arrangement at the store with respect
to their nature. The basic function of this dept is it divides the store into some
departments based on the nature of the product and within the department it decides
how the products should be arranged by keeping in mind the customer should not
suffer.
 HR Executive:
Human Resource executive mainly look after employees mainly their problems. This
department performs the functions like Recruitment, Selection, Training and
development.
 CSD (Customer Service Desk):
This is the separate unit, which is mainly focuses on customer service like if the
customer find difficulty in finding any product, Customer complaints any
replacement, Customer assistance etc.
 Cities Where Stores Are Located

Agra, Ahmedabad, Allahabad, Ambala, Asansol, Bangalore, Bhubaneswar, Chennai,
Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon, Hyderabad,
Indore, Davangere, Lucknow, Kanpur, Mangalore, Mumbai, Mysore, Nagpur,
Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram, Udupi,
Vishakhapatnam.

INDUSTRY PROFILE
INTRODUCTION:
Retail is India’s largest industry accounting for over 10 per cent of the country’s
GDP and eight per cent of the employment. The industry in India has emerged as
one of the most dynamic and fast paced ones with several players entering the
market. The Indian retail market is expected to grow from US$ 300+ billion to US$
400+ billion at the rate of approximately 7-8% per year by 2017. Driven by
changing lifestyle’s, strong income growth, western influence and favorable change in
demographic patterns, Indian retail is expanding at a rapid pace.
Retail Market Essentially Comprises:
 Shopping centers: there is an increase in the number of shopping centers in both

tier-I and tier-II cities. India can expect to have 600 new shopping malls by 2017.
 Food retail
 Kind’s retail
 Agriculture and Floriculture
 Electronics goods market.
“Retailing is a distinct, diverse and dynamic sector”. “It is an activity of enormous

economic significance to most developed nations”. It generates revenue and wealth
for nation, encourages investments and brings technological advancements. Stated
that “it brings employment and creates wealth of the economy”. “It is a vibrant part
of our changing society and a major source of employment” Retailing performs
activities at larger level so it requires massive manpower to handle and manage it’s
operations. Retailing also helps society in general by providing goods and services
in reasonable price and increasing their standards of living. “Retailing activity can
be viewed as a significant contributor to the economy in general”.
Retailing is the set of activities that markets products or services to final consumers
for their own personal or household use. It does this by organizing their availability
on a relatively large scale and supplying them to consumers on a relatively small
scale.” Retailing makes products and services available in large quantities. Retailers
produce or order the products/services in bulk so they can take advantage of

economy of scale and thus they can formulate competitive pricing strategies.
Products and services are generally sold through the store or on the internet.
 Introduction To Retail Industry
The first decade of modern retail in India has been characterized by a shift from
traditional kirana shops to new formats including department stores, specialty stores
hypermarkets, and supermarkets and across a range of categories. Modern retail
formats have mushroomed in metros and mini-metros. In the last few years, modern
retail has also established its presence in the small cities, exposing residents to
shopping options like never before.Some of these stores are branded stores(exclusive
showrooms either owned or franchised out by a manufacturer), specialty
stores(greater choice to consumer, comparison between brands is possible),
department stores/supermarkets (one stop shop catering to varied consumer needs),
hyper-mart (low prices , vast choice available including services such as cafeterias.),
shopping malls (variety of shops available to each other ).
 An overview on Retail Revolution in India
Retail in India is on a cusp of transformation. Organized retailing as a professional

service-oriented set-up, is a recent phenomenon in India but is growing at a
tremendous pace with a potential of creating over 2 million new (direct) jobs within
the next six years, assuming an 8 to 10 per cent share of organized retailing in the
total retail business.
The fast changing retail environment demands that professionals learn new skills,
improve their efficiency, learn to compete and think out of the box. As retailers work
directly with customers and there is need for good managerial talent to interpret and
satisfy the needs and desires of customers. All this requires an education that is
intensive, comprehensive and closely linked to the retail business world. The need is
to have a program which has all the inherent features of a business management
program and includes experiential learning throughout the program.

 Market Trends, Challenges & Opportunities
1. Across BRIC countries, the food and grocery (F&G) segment is clearly driving
retail growth. For eg, retail food sales dominate the total retail market in Brazil,
accounting for almost 54 percent of the total retail sales, while Russia is the fastest
growing retail food sales market in the world, with the potential to again double in
size by 2008.
2. The prevalence of English as a language of communication to a very great extent
facilitates material sourcing and business communication. While India and Russia
pose no problems in this regard, Brazil and China present communication problems
for foreign companies.
3. The importance of governments that are quick on decision-making and passing
liberal trade laws cannot be emphasized enough. In China, for instance, being a non-
democratic country makes it easier for foreign investors to do business sans
bureaucratic red-tapism (in comparison to a democratic country like India), the
obvious reason being that the political establishment is not directly accountable to
the people.
4. Growing urbanization and metropolitan saturation is leading to the expansion of
retail formats and investment opportunities towards tier-II cities and rural hubs
across all four countries.
5. Continued economic reforms together with the growth of organised retail
(especially in the F&G segment) have led to growing rural incomes, triggering off
far-reaching, social impacts. The upcoming ‘Golden Quadrilateral' plan for
roadways in India, which is to connect the four cities of Delhi, Kolkata, Mumbai and
Chennai, will have massive economic and social repercussions on rural and semi-
rural clusters along the vast network. In China too, the government plans to create a
rural retail network covering 70 percent of all villages by 2008
 Retail and India
India's imminent urbanization process has implications for demand for

housing, urban infrastructure, location of retail, and demand for consumer durables.
 The on-stream infrastructure development will drive growth in the transportation

sector, spur demand for vehicles, increase real estate values along the “Golden

Quadrilateral” corridor, and potentially boost construction of suburban homes as

people escape congested cities. Plus, it will open up thousands of villages en route to
a global audience and effectively integrate them with the growing Indian economy.
 Growth of the Retail market, to a great extent, is the dependent on the size of the
country's consuming class and the rate of growth of GDP, especially disposable
incomes.
 India is the world's second most populous country and its GDP growth is likely to
surpass that of China by 2015.
 It is estimated that India's GDP will surpass that of the US before 2050, to make it
the world's second largest economy.
 Reflecting on the robust growth in India's GDP, consumer expenditure (in current
prices) grew at a relatively high pace of nearly 10 percent per annum over the past
two years.
 India's advantage lies in the fact that it has the largest young population in the
world - over 890 million Indians are below 45 years of age. The median age for
India is 25 years as compared to 28 years for Brazil, 33 years for China and 38 years
for Russia.
 There are more English speaking people in India than on the European continent.
 The retailing industry in India, estimated at USD 270 Billion in 2006, is expected
to double to USD 440 Billion by 2017.
 The size of the organized retailing market in 2006 stood at USD 12.4 Billion in
2006, thereby making up a mere 4.7 percent of the total retailing market.
 Of the total retail market, food and grocery retail is by far the single largest block
estimated to be worth a whopping Rs.642, 200 crore, but more than 99 percent of
this market is dominated by the neighborhood mom & pop stores.
 Clothing, textiles and fashion accessories constitute the second largest block.
 For the year 2007, the India Apparel Report 2007 expects growth of organized
retail to touch 40 percent. From 2008 onwards (until at least 2017), organized retail
is expected to register around 45 percent YoY growth in India.
 Total retail in India, which registered 5.7 percent YoY growth from 2004-2006,
to range between that and 6 percent YoY growth over the next 3-4 years.
 With these growth percentages and following from our estimates for 2006, the
future estimates* for organized retail in India: 2007- Rs.77, 000 crore; 2008 -

Rs.111, 500 crore; 2009 - Rs.162,000 crore; and 2017 - Rs.235,000 crore.
(*Estimates based on 2006 prices).
 In terms of formats, the energy in terms of new investments is expected to be
driven towards the supermarkets and hypermarket segments.
All new players - Reliance Industries, Bharti Retail/ Wal-Mart, AV Birla Group -
have shown interest towards developing these two formats, along with wholesale,
cash & carry outlets, while India's largest retailer - Retail India Ltd. - has a
continuous store rollout schedule for its Vishal Megha Mart hypermarkets and
Vishal Food Mart supermarkets.
REVIEW OF LITRATURE:-.
This chapter reviews the literature relevant to the subject matter of this present
research. The literature survey is presented in seven sections with each section
reviewing pertinent empirical studies conducted abroad and in India.
1) Arpita Mukherjee, Nitisha Patel (2005)6
This study analyzes the current retail marketplace in India, investigating current and
projected growth across different segments of retail and evaluating the impact of
allowing foreign-direct investment (FDI), currently not allowed in India. India's
retail sector is positioned to transform from mostly small, family-owned businesses
to large-scale chain retail, and many international brands are investigating how to
enter India's retail market. The study of the structural, regulatory, fiscal and other
barriers affecting the performance of retail trade suggests reforms for the removal of
such barriers and provides a timeframe in which the Indian government can open its
retail sector to FDI and the conditions that may be imposed on foreign retailers if
FDI is allowed.
2) Kishore Biyani (2007)7 Kishore Biyani identifies three types of Indian

customers. India is the elite class, the high spenders. He targets the next category,
the middle class who make up a major chunk of the country’s shoppers. He and his
team studied this section of consumers and understood their needs. The Vishal
Megha Mart marketing campaign was specifically targeted at this section of the
society and it succeeded. It Happened In India shares his dreams, vision and his

strategies. It also shares his personal journey, from childhood to becoming the head
of one of the most successful business groups in the country today.
The retail sector of India has come-forth as one of the most dynamic and second
fastest growing industrial economy with several players entering the market. But all
of them have not yet tasted success because of the heavy initial investment that are
required to break even with other companies and compete with them. India is the
country having the most unorganized retail market. India’s huge middle class base
and its untapped retail industry are the key attraction for global retail giants planning
to enter into newer markets. It examines consumers’ awareness and brand
consciousness among people across different socio-economic group in India and
witnessing of significant growth in the urban and semi urban retail markets.
3) Rajesh Kumar (2010) 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,
breakeven is difficult to achieve and many of these players have not tasted success
so far. However, the future is promising; the market is growing, government policies
are becoming more favorable and emerging technologies are facilitating operations.
Retailing in India is gradually inching its way toward becoming the next boom
industry. The whole concept of shopping has altered in terms of format and
consumer buying behavior, ushering in a revolution in shopping in India. Modern
retail has entered India as seen in sprawling shopping centers, multi-storied malls
and huge complexes offer shopping, entertainment and food all under one roof. The
Indian retailing sector is at an inflexion point where the growth of organized
retailing and growth in the consumption by the Indian population is going to take a
higher growth trajectory. The Indian population is witnessing a significant change in
its demographics. A large young working population with median age of 24 years,
nuclear families in urban areas, along with increasing workingwomen population
and emerging opportunities in the services sector are going to be the key growth
drivers of the organized retail sector in India.
4) Al Ries and Jack Trout 2011Positioning is defined by various authors in
different ways and the prominent among them are discussed in this chapter. Philip
Kotler [95] says that positioning is the act of designing the companies offering and

image to occupy a distinctive place in the minds of the target market. Another
definition given by Al Ries and Jack Trout [139] in their book “Positioning: The
Battle for your Mind”, says, “Positioning is what you do to the mind of the prospect;
you position the product in the prospects mind”.
5) Baker and Funaro 2012 positioning of a mall depends on the number of
households and size of the catchment area size along with the demographics of the
households. Who made an analytical process for mall positioning claimed that as
population grows a shopping mall can attract customers from the competition. If the
positioning of a mall is good, shoppers from outside the catchment area can visit the
mall. Apart from price, location and merchandise the factor which affects that
customer pull towards a store is the store image as in the mind of the customer
Martineau’s [118]. Many studies include store image, customer psychographics and
lifestyle as part of multi-attribute choice theory.
6) Yiu and Yau 2011 take the analogy of an ecosystem to describe the
positioning of a mall. They claim Shopping malls prey on retailers through retail
space leasing and retailers, on the other hand, prey on shoppers by selling goods and
services. In other words malls are dependent on the retailers who in turn are
dependent on the shoppers.
7) Jones Lang Lasalle Meghraj “Positioning of a mall refers to defining the
category of services offered based on demographics, psychographics, income levels,
competition in neighbouring areas”. It has been observed in several studies on the
issue of mall positioning conducted in India that success of mall depends on its
positioning For example, if the market research indicates that the average number of
households living in a particular area belongs to the upper middle class then a high-
end retail mall would suit the location. An example of this practice can be seen in
the malls, Select City Walk in Saket and DLF’s Emporio in Vasant Kunj.
8) Suresh Sannapu and Nripendra Singh have identified a need to revisit
the definition based on the theoretical concepts of positioning, mall, retailer, shopper
and their expectations from each other. According to them positioning of a mall
refers to the inter-dependency of the three stakeholders - mall, retailer and shopper
on each other, in order to fulfil each other’s expectations, leading to the satisfaction
of the shopper resulting in the profitability of the retailer ensuing success of the
mall.

9) Jaju, Joiner and Reddy (2006) have discussed the importance of

corporate branding decision in merger and acquisitions by saying that brand
equity of corporate brands is often decreased as a result of M&A. The authors
emphasise the need for companies to consider consumers’ reactions after post
M&A.
10) Keller and Lehman (2006) Importance of brands and branding process is
clearly spelt through the following narrations. Keller and Lehman (2006) have
told that “Brands manifest their impact at three primary levels - customer
market, product market, and financial market. The value accrued by these
various benefits is often called brand equity.”
11) Schultz (2007a), “the brand is not a linear brand promise developed and
delivered through impersonal, outbound mass media. All of that is supported by
the current thinking on how the human mind works. There are neural networks
inside the head - networks that evolve, change and adapt as one experience the
various factors making up the brand.”
12) Aaker (2007) implies that Branding has the potential to own an innovation
over time. It can add credibility and legitimacy to the innovation. It can enhance
its visibility and make communication more feasible and effective.
NEED FOR STUDY
Vishal Megha Mart has newly established its Davangere store on last 14 th Febravery
2018. The Vishal Megha Mart has done analyzing of projects to know the
consumer expectation, consumer satisfaction level and now the Vishal Megha Mart
has gained good grip in the Davangere market, but still want to increase the rural
customers towards Davangere Vishal Megha Mart. So the main need for the study is
to know how to increase the rural customers towards Davangere Vishal Megha
Mart.
The project helped me to have an insight of the rural customer perception towards
Davangere Vishal Megha Mart, the concept of consumer thinking process towards
shopping. As a consumer what are the expectations from Davangere Vishal Megha
Mart. I was able to understand different aspects regards Davangere Vishal Megha
Mart.

With the help of this report company could find out the challenges ahead, because
the study is based on the survey conducted with the help of questionnaire which was
consisted of the questions related to the rural consumer, and through this report the
Vishal Megha Mart can more focus on the rural consumer expectations to increase
rural customers towards Davangere Vishal Megha Mart. Because rural India is the
actual India.
OBJECTIVES OF STUDY
 To understand the factors which are influencing the customers to visit Davangere
- Vishal Megha Mart,
 To know the customers expectation about Vishal Megha Mart Davangere,
 To know the rural customers expectation from Davangere -Vishal Megha Mart,
 To ascertain the satisfaction level of customers of Davangere -Vishal Megha
Mart,
 To know why the rural customers are not visiting Davangere - Vishal Megha
Mart.
SCOPE OF STUDY
The scope of this report is restricted to the study of consumer attitudes towards
Vishal Megha Mart product. The area of the study has been restricted to Davangere
City only. The report gives information in general regarding attitude of consumer
towards Vishal Megha Mart product. However the survey has been conducted as
sampling basis of 50 customer have been selected on random basis of collecting
information regarding their attitudes. In addition to information for the survey,
secondary data has been collected.
The area of the study has been restricted to Davangere. The report gives information
in general regarding attitude of consumer towards Vishal Megha Mart products.
However, the survey is conducted on sampling basis; consumers have been selected
on random basis regarding their attitudes & views towards the Vishal Megha Mart
products.

CHAPTER-2
RESEARCH METHODOLOGY
METHODOLOGY
There are two types of methodology. They are,
1) Primary data
The primary or the first hand data was collected with the help of handing out the
questionnaire to the customers, to “Consumer Attitude Towards Davangere -
Vishal Megha Mart”.
2) Secondary data
The major source of secondary or supporting data was internet, and company profile
of Vishal Megha Mart as whole. And Vishal Megha Mart library and the books and
journals, are the source of Information.
LIMITATIONS OF THE STUDY
1 This study is carried out on consumers who are human beings. that they are being
observed. So there is a possibility customers or respondents may behave artificially
when they know that their attitudes, opinions, beliefs are being studied.
2 Time constraint.
3 The study is restricted to only Davangere City and the findings may not be
applicable to other geographical locations.
4 Since the information provided by the customers is assumed to be factual, their
validity is not questioned.
5 Attitudes are not permanent.
 MAVIE Retail (India) Limited
Vishal Mega Mart Private Limited is a Private incorporated on 31 Febravery 2017. It

is classified as Non-govt company and is registered at Registrar of Companies,
Delhi. Its authorized share capital is Rs. 6,600,000,000 and its paid up capital is Rs.
3,466,445,310.It is inolved in Other wholesale [Includes specialized wholesale not

covered in any one of the previous categories and wholesale in a variety of goods
without any particular specialization.]
Vishal Mega Mart Private Limited's Annual General Meeting (AGM) was last held
on 26 September 2016 and as per records from Ministry of Corporate Affairs
(MCA), its balance sheet was last filed on 31 March 2016.
Directors of Vishal Mega Mart Private Limited are Bhatia Puneet, Carlos Miguel
Aquino, Gunender Kapur, Jonathan Mark Andrew Price,
Vishal Mega Mart Private Limited's Corporate Identification Number is (CIN)

U51909HR2017PTC052389 and its registration number is 52389.Its Email address
is arun.gupta@vishalwholesale.co.in and its registered address is Plot No. 184, Fifth
Floor, Platinum Tower Udyog vihar, Phase-1,Gurgaon-122016 Gurgaon Gurgaon
HR 122016 IN
Current status of Vishal Mega Mart Private Limited is - Active.
 Future Group Manifesto
“Future” - the word which signifies optimism, growth, achievement, strength,

beauty, rewards and perfection. Future encourages us to explore areas yet
unexplored, write rules yet unwritten; create new opportunities and new successes.
To strive for a glorious future brings to us our strength, our ability to learn, unlearn
and re-learn our ability to evolve.
Future Group will not wait for the Future to unfold itself but create future
scenarios in the consumer space and facilitate consumption because consumption is
development. Thereby, we will effect socio-economic development for our
customers, employees, shareholders, associates and partners.
Our customers will not just get what they need, but also get them where,
how and when they need. We will not just post satisfactory results, we will
write success stories. We will not just operate efficiently in the Indian
economy, we will evolve it. We will not just spot trends, we will set trends

by marrying our understanding of the Indian consumer to their needs of

tomorrow. It is this understanding that has helped us succeed. And it is this
that will help us succeed in the Future. We shall keep relearning. And in this
process, do just one thing.
 Business Description
MAVIE Retail (India) Ltd. The Company's principal activity is to operate chain
retails stores in names of Vishal Megha Mart, Vishal Food Mart, Central and
MAVIEs. The Vishal Megha Mart is the discount store, which offers a wide range of
products under one roof. The products include apparels and non-apparels such as
utensils, sports goods and footwear. The Company also has its presence into gold
retailing by launching Gold Mart. The Company's Vishal Food Mart provides a
range of food and grocery products ranging from fresh fruits and vegetables, staples,
FMCG products and ready-to-cook products. The Central offers a chain of stores
including books and music stores, global brands in fashion, sports and lifestyle
accessories, grocery store and restaurants. The MAVIE retail stores focus largely
apparels and accessories.
 Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.
 Group mission
 We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption space
leading to economic development.
 We will be the trendsetters in evolving delivery formats, creating retail reality,
making consumption affordable for all customer segments - for classes and for
masses.
 We shall infuse Indian brands with confidence and renewed ambition.
 We shall be efficient, cost- conscious and committed to quality in whatever we
do.

 We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.
 Core Values
 Indian ness: confidence in ourselves.
 Leadership: to be a leader, both in thought and business.
 Respect & Humility: to respect every individual and be humble in our conduct.
 Introspection: leading to purposeful thinking.
 Openness: to be open and receptive to new ideas, knowledge and information.
 Valuing and Nurturing Relationships: to build long term relationships.
 Simplicity & Positively: Simplicity and positively in our thought, business and
action.
 Pan India Model
Riding on the consumption boom that the country has been witnessing over the past
couple of years, the company further expanded its foray into the value space by
adding 10 stores during the year 2005-06, entering new cities like Vishakhapatnam,
Pune, Lucknow, Indore, Mangalore and Rajkot.
The excellent performance of these new stores, further fortified the mass appeal of
Vishal Megha Mart as a true, family-shopping destination. The total number of
Vishal Megha Mart outlets as on June 2006 stood at 30 stores and over 1.20 million
square feet of retail space.
 Fashion Focus
Vishal Megha Mart continues to be a fashion-led delivery format, with fashion

comprising about 40 per cent of its revenues. Fashion got a further fillip through the
standardization of the visual merchandise at all existing and new stores. The
communication focused on it being the fashion destination of the masses.

 Vishal Megha Mart Getting Vishal ger
An interesting development has been the increase in the categories and micro
merchandising at Vishal Megha Mart. New categories like consumer electronics,
furniture, communication, food and beverage, pharmacies, beauty retail, salons,
books, stationery and music are being added and Vishal Megha Mart is getting
Vishal ger in space. A Vishal Megha Mart store measuring more than 150,000
square feet opened in Bangalore in October 2006. This takes Vishal Megha Mart to
the next level.
 Private Label Initiatives
On the private label front, the company increased its share of private brands as a
percentage of the total fashion revenues from about 40 per cent in 2004-05 to over 50
per cent in 2005-06. For the year under review, the private label fashion category
also witnessed a significant growth over the past year by nearly 120 per cent.
 Vishal Megha Mart Fashion-Private Label Brands
Vishal Megha Mart has gradually introduced private labels in fashion over the last
few years. Every year, new private labels are introduced to increase their share over
other brands.
Some of the private labels launched include:
 CTEE
A brand of T-shirts with smart lines and remarks, it is targetted at the young and
young-at-heart. It comes in 3 lines-pink for women; green for pre-teens and blue for
men.
 Knighthood
It is the men’s formalwear brand with a wide range that includes formal shirts,
trousers, suits, blazers and basic men’s accessories like ties and handkerchiefs.
 DJ&C

India`s cool answer to international labels is positioned for the 20-35 year age group. It
targets both men and ladies and the range includes designer denims, casuals, street-
wear and campus-wear.
 DJ&C Sports
This is a unisex sportswear range for the age group of 20-40 years.
 Shatranj
The men’s ethnic wear range consists of kurtas, kurta pyjama sets and heavy
sherwani sets.
 Shyla
True to its tagline `what women want’, Shyla offers a complete range of
formal/semi-casual line of ladies tops, trousers, skirts, etc.
 Srishti
The complete ethnic wear range offering a range of traditional designs for ladies,
encompasses both salwar kameez sets and mix-n-match/fusion wear.
 Pink n Blue
The kids’ brand range created to celebrate the spirit of childhood, has the blue range
for boys and pink for girls. There is an infant line available as well. Pink n Blue
covers the entire apparel needs of kids right across t-shirts, shirts, jeans, trousers,
shorts, dresses and ethnic-wear/occasion-wear.
AFFILIATED COMPANIES (PARTNER COMPANIES)
 MAVIE Industries limited

MAVIE Industries Limited was incorporated in 1987 and its shares are listed on the
Bombay Stock Exchange. The main activities of PIL are to set up textile units and
manufacturing and marketing of fabrics and readymade garments.
 Home Solutions Retail India Ltd.
Home Solutions Retail (India) Ltd. (HSRIL)leads the groups foray in the home
improvement and consumer electronics retailing segment. It caters to home
management requirements and products, including furnishings and textiles,
furniture, consumer electronics, home electronics and home services. It operates
retail formats like Home Town, Furniture Mart, Collection I, E-Zone, Electronics
Mart and Got It.
 Future Capital Holdings
Future Capital is the financial arm of the group and is involved in asset management
(both private equity and real estate funds) with plans to get into other financial
services including insurance, credit and other consumer related financial services.
It’s associate companies are Kshitij Investment Advisory Co. Ltd., Indivision
Investment Advisers Ltd., and Ambit Investment Advisory Co. Ltd.
 Converge M retail (India) Ltd
Converge M Retail (India) Ltd., leads the group’s foray into the communication and
IT products segment. It operates formats like M-Port, MMart and Gen M.
 Indus League Clothing Ltd.
The group owns a majority stake in Indus League Clothing Ltd., one of the leading
apparel manufacturers and marketers in India. Some of its leading brands include
Indigo Nation, Scullers, Urbana, Urban Yoga and Jealous.
 Galaxy Entertainment Corporate Ltd.

The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates chains
like Bowling Company, Sports Bar and Brew Bar.
Joint Ventures Companies
 Planet Retail Holdings Ltd.
The group is a joint venture partner in Planet Retail Holdings Ltd., which operates
sports, lifestyle and leisure retail chain. It also owns the franchisee and distribution
rights of brands like Marks & Spencer, Guess, Debenhams and Puma in India.
 Footmart Retail
Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing
of footwear products in India.
 Capita Land Retail India
The group is a joint venture partner in CapitaLand Retail India, along with
Singapore-based CapitaLand Limited. The company provides retail management
services to retail properties owned or managed by various group companies and
investment funds.
 Etam Future Fashions India Pvt. Ltd.
ETAM Future Fashions India Pvt. Ltd., is a joint venture with French-retailer,
ETAM and the group. The company is involved in manufacturing and distribution of
women’s fashion and lingerie products.

CHAPTER - 3
SURVEY ANALYSIS AND INTERPRETATION OF DATA

1. Table Gender Of The Respondent.
1) Male 2) Female
Frequency Percent Cumulative

Percent
Valid Male 43 86.0 86.0
Female 7 14.0 100.0
Total 50 100.0
GRAPH -1
GENDER
Axis Title
100
80
60
40
Percent, 14
20
0
Male
Female
Interpretation
 86% of the respondents are male respondents.
 14% of the respondents are female respondents .

Here I have taken more male respondents because in rural area male respondents
will take buying decision.

2) What Is Your Monthly Shopping Investment?
Frequency Percent Cumulative Percent
Valid Less than 5000 10.5 21.0 21.0
5000 - 10,000 14.5 29.0 50.0
10,000 - 15,000 8.5 17.0 67.0
15,000 - 20,000 6.5 13.0 80.0
More than 20,000 10 20.0 100.0
Total 50 100.0
GRAPH -2
INCOME
30
25
20
15
Percent
10
5
0
Less than 5000 -
5000 10,000 10,000 - 15,000 - More than
15,000 20,000 20,000
Interpretation: 21% respondents shopping investment is less than 5000, 29%

respondents shopping investment is 5000 - 10,000, 17% respondents
shopping investment is 10,000 - 15,000, 13% respondents shopping
investment is 15,000 - 20,000, and finally 20% respondents shopping
investment is more than 20,000.It shows the rural customer shopping
investment is not so more so they need a very less price products.

3) Have you visited Davangere?

Percent
Yes 48.5 97.0 97.0
No 1.5 3.0 100.0
Total 50 00.0
GRAPH -3
VISITED
Yes No
3%
97%
Interpretation
 97% of the respondents said they are visiting Davangere.
 3% respondents said they are not visiting Davangere.
It shows that around Davangere Dharwad rural customers will visit Davangere, from
this Vishal Megha Mart will get more customers from rural area. If they focus on
rural area customer they will get more customers from rural area.

4) How frequently you are visiting Davangere?

Percent
Valid Every day 12 24.0 24.7
Once in week 17.5 35.0 60.8
Every 15 days 8.5 17.0 78.4
Once in month 10.5 21.0 100.0
Total 48.5 97.0
Missing System 1.5 3.0
Total 50 100.0
GRAPH -4
100% Percent
Every day Once in week Every 15 days Once in month Total
12%
18%
50%
9%
11%
Interpretation
 24.7% respondents will visit Davangere every day,

 36.1% respondents will visit Davangere once in a week,
 17.5% respondents will visit Davangere every 15 days,
 And the remaining 21.6% respondents will visit Davangere once in a month,
It shows that more number of respondents will visit Davangere on weekly basis.

5) For what purpose you are visiting Davangere?

Percent
Valid Their job 9 18.0 18.6
For shopping 29.5 59.0 79.4
For ration purchase 3 6.0 85.6
Others 7 14.0 100.0

Total 48.5 97.0
Total 50 100.0
GRAPH -5
Purpose of visiting
70
60
59
50
40
30
Percent
20
18
10 14
0 6
3
Their job For For ration Others System
shopping purchase
Interpretation
 18.6% of the respondents will visit Davangere for their job.
 68.8% of the respondents will visit Davangere for the purpose of purchase.
 6.2% of the respondents will visit Davangere for ration purchase.
 14.4% of the respondents will visit Davangere for their other work.
From the above graph it clear that 68% people visit for shopping purpose, here
Reliance Market has got a very good opportunity to attract these rural people by
making some road shows in the high density area so that they can change their
thinking pattern.

6) Where you would like to purchase your products?

Percent
Valid shop location 18 36.0 37.1
shop 1 location 18.5 37.0 75.3
1 shop in 1 location 12 24.0 100.0
Total 48.5 97.0
Total 50 100.0
GRAPH -6
Product Purchase
40
35
30
25
20 Percent
15
10
5
0
shop shop 1 1 shop in 1 System
location location location
Interpretation
 37.1% of customers said they would like to purchase their products in different
shops in different location.
 38.5% of the customers said they would like to purchase their products in
different shops within a location.
 24.1% of the customers said that they would like to purchase their products in one
shop where they all the products under one roof.

7) Have you heard about Vishal Megha Mart in Davangere?

Valid Yes 44.5 89.0 91.8
No 4 8.0 100.0
Total 48.5 0
Total 50 100.0
GRAPH-7
100% Percent
1 Yes 2 No System
8%
3%
3%
89%
Interpretation
91.8% of the customer said that they heard about Vishal Megha Mart in Davangere.
And 8.2% of the respondents said that they didn’t heard about Vishal Megha Mart
From this we will come to know the almost all the customers around Davangere -
Dharwad aware about Vishal Megha Mart.

8) Have you visited the Vishal Megha Mart?

Percent
Valid 1 Yes 24 48.0 53.9
2 No 20.5 41 100.0
Total 44.5 89.0
Total 50 00.0
GRAPH-8
100%Percent
11%
1 Yes
48% 2 No
41% System
Interpretation
This is the main important for Vishal Megha Mart people, because in this 50% of
the rural customers are not visiting Vishal Megha Mart.
i.e 46.1% of the rural customers are not visiting Vishal Megha Mart.
And the remaining 53.9% of the customers are visiting Reliance MARKET.
And the reasons are mentioned in below diagram why they are not visiting Vishal
Megha Mart.

9) Reasons for do not visiting Vishal Megha Mart.

Percent
Valid 1 Its so far 9 18.0 43.9
distance
2 Products are 11 22.0 97.6
very costly
3 Others 0.5 1.0 100.0
Total 20.5 41.0
Total 50 100.0
GRAPH-9
100% Percent
2 Products are
very costly
System
22% 59%
Other
60%
1 Its so far
distance
3 Others
18%
1%
Interpretation
Here are the reasons why they are not visiting Vishal Megha Mart43.9% of the
customers said that its so far distance from the old bus stop, because old bus stand is
the main hub for every rural area.53.7% of the respondents said that they are
thinking like their products are very costly.

10) Purpose to visit Vishal Megha Mart.

Percent
Valid Purchase 10 20.0 41.7
Just for visit 1 2.0 45.8
For new offers 8 16.0 79.2
For new products 5 10.0 100.0
Total 24 48.0
Missing System 26 52.0
Total 50 100.0
GRAPH-10
100% Percent
60
50 52
40
30
Percent
20 20
16
10 10
0 2
1 Purchase 2 Just for 3 For new 4 For new System
visit offers products
Interpretation:
 41.7% of the customers said that they are visiting Vishal Megha Mart for
purchasing.
 4.2% of the customers said that they are visiting Vishal Megha Mart just for visit.
 33.3% of the customers said they are visiting Vishal Megha Mart for new offers.
 20.8% of the customers said they are visiting Vishal Megha Mart for new
products.
For that I can suggest to Vishal Megha Mart better to provide more offers with new
product then they can attract more rural customer towards Reliance MARKET.

11) Have you purchase the product in Vishal Megha Mart?

Valid 1 Yes 23.5 47.0 97.9
2 No 0.5 0 100.0
Total 24 40
Total 50 100.0
GRAPH -11
100% Percent
60
50 52
47
40
30
Percent
20
10
0 1
1 Yes 2 No System
Interpretation
97.9% of the customers purchased the product in Vishal Megha Mart. Only 2.1% of
the customers have not purchased the products in Reliance - MARKET

12) Your Opinion About Vishal Megha Mart Products.

Percent
Valid 1 Good 19.5 39.0 83.0
2 Not 4 8.0 100.0
Good
Total 23.5 47.0
Total 50 100.0
GRAPH -12
100 %Percent
27%
36%
1 Good
2 Not Good
5%
32% Total
System
Interpretation
83.0% of the customers said that the products from Vishal Megha Mart are
good.17.0% of the customers said that the products are not good.

13) Usually when you would like to visit Vishal Megha Mart?

Percent
Valid Weekends 2.5 5 10.4
Offers 12.5 25.0 62.5
As per 6.5 13.0 89.6
requirement
Festival 2.5 5.0 100.0
Total 24 48.0
Total 50 100.0
GRAPH -13
Like To Visit to relaiance Market
3% 1 Weekends
17%
2 Offers
35%
3 As per requirement
9%
4 Festival
3%
Total
33% System
Interpretation
 10.4% respondents said they are visiting the Vishal Megha Mart in weekends.
 52.1% of the respondents said they are visiting the Vishal Megha Mart in offers
season.
 27.1% of the respondents said that they are visiting Vishal Megha Mart as per
their requirements.
 10.4% of the respondents said that they are visiting Vishal Megha Mart in the
season of festival
From this we will come to know more rural customers visits Vishal Megha Mart in
the season of offers, so better to provide more offers to rural customers.

CHAPTER - 04
SUMMERY OF FINDINGS ,SUGGESTION & CONCLUSION
FINDINGS
The overall project is mainly on Brand Positioning “A Study on Brand Positioning
of Vishal Megha Mart In Davanagere”. In this project the major findings are as
follows
 97% of the customers are prefer to visit Davangere.
 Only 53% out 97 respondents will visit Vishal Megha Mart.
 Some of the respondents have given some reasons why they are visiting Vishal
Megha Mart.
 Mainly rural customers expecting the good quality products with low price.
 Some of the customers are thinking their products are very costly.
 60.4% of the respondents like to have the good products from Vishal - Mart.
 79% to 80% of the respondents are ready to visit Vishal Megha Mart in future.
 Most of the customers would definitely visit Vishal Megha Mart again.
SUGGESTIONS
The overall project is mainly of focus on Understanding the customer perception
towards Davangere Vishal Megha Mart, and what they are expecting from the
Vishal Megha Mart. And how to attract them towards Vishal - Mart. The major
recommendations are as follows.
 Provide transportation facilities from the old bus stand to Vishal Megha Mart
because the old bus stand is the main hub for every rural area.
 Providing awareness about the new offers to the rural customers then rural
customer will visit the Vishal Megha Mart for purchasing.

 Provide good quality products with lowest price, because the for rural people the
price factor is main important.
 Its better to provide the special offers to who are visiting frequently to Vishal
Megha Mart, it helps to get more customers from the present customer.
 Providing membership cards.
 Rural people have lack of awareness about Vishal Megha Mart, so Vishal Megha
Mart needs to create the awareness in the mindset of rural people.
CONCLUSION
Finally I conclude that the project stating that the rural customers around
DavangereCity are ready to visit Vishal Megha Mart in future, and they
needs good offers in future days. And the Vishal Megha Mart has been
doing good in terms of understanding customer expectations and
providing them good offers and products in terms of fulfilling their
expectations. And what a rural consumer thinks before visiting Vishal
Megha Mart. And the different factors which are influence to rural
customers to visit Vishal Megha Mart. And the factors which we need
focus to improve rural customers’ walk-in towards Davangere Vishal
Megha Mart.

QUESTIONNAIRE
Dear Sir / Madam,
I am RAGHUVEER.T.V. Student of M.B.A of INSTITUTE OF MANAGEMENT

STUDIES. DAVANGERE UNIVERSITY. SHIVAGANGOTRI As a part of
curriculum & with the permission of concerned authorities. I have undertaken a
project work “A STUDY ON BRAND POSITIONING OF VISHAL MEGHA
MART”. (with special reference to VISHAL MEGHA MART in Davangere
City).In this concern I have prepared questionnaires for seeking necessary
information. Please share your valuable time to fill the same. The information
provided by you will be kept confidential & used for academic purpose only.
Thanking You
Your Faithfully
RAGHUVEER.T.V.
1. Name : __________________________________________
2. Address : __________________________________________
__________________________________________
_________________________________________
Mobile: __________________________________________
3. Age:
a) 20 - 25 Yrs ( ) b) 25-30 Yrs ( )
c) 30 - 40 Yrs ( ) d) Above 40 Yrs ( )
4. Gender:
a) Male ( ) b) Female ( )

5. Marital Status:
a) Married () b) Unmarried ()
6. Qualification :
a) Graduate () b) Under Graduate ()
c) Post Graduate () d) Others ()
7. Occupation :
a) Business () b) Professional ()
c) Employee () d) Others ()
8. Monthly shopping investment :
a) Below 5,000 ( ) b) 5,000-10,000 ( )
c) 10,000-15,000 ( ) d) 15,000-20,000 ( )
d) 20,000& Above ( )
9. Are you visiting Davangere?
a) Yes ( ) b) No ( )
10. If Yes, How Frequently?
a) Every day ( ) b) Once in a week ( )
c) Every 15 days ( ) d) Once in a month ( )
11. In which purpose you have visiting the Davangere?
a) For your Job ( ) b) For Shopping ( )
c) For Ration Purchase ( ) d) Others ( )

11. Have you visited the Vishal Megha Mart?
a) Yes ( ) b) No ( )
12. In which purpose you have visiting the Vishal Megha Mart?
a) For purchase ( ) b) Just for visit ( )
c) For offers ( ) d) for new products ( )
13. What is opinion about the Vishal Megha Mart?
a) They are Good ( ) b) They are Not Good ( )
14. What factors are influencing you to visit Vishal Megha Mart in the
following,
A) I Will Get All the Products under One Roof ( )

B) Word Of Mouth ( )
C) Attracted By Advertisement ( )
D) Availability of Product ( )
E) By Family Force ( )
F) Near Shopping ( )
15. What are the expectations from Vishal Megha Mart?
a) Offer ( ) b)Quality ( )
c)Variety ( ) d) Low price ( )
e)Shopping Experience ( )

16.Satisfaction level of the offers provided by the Vishal Megha Mart?
a) Excellent ( ) b) Good ( )
c) Fair ( ) d) Poor ( )
e) Extreme Poor ( )
17. What are your Suggestions About the Vishal Megha Mart?
______________________________________________________
______________________________________________________
______________________________________________________
Date :
Place:
SIGNATURE
THANKS FOR CO-OPERATION

BIBLIOGRAPHY
BOOKS FOR REFERENCE:
Marketing Management -- Philip Kotler and Sherlekar
WEBSITES:
www.google.com
www.Vishal Mart.com
www. Vishal Martdavangere.com
MAGAZINS & NEWSPAPERS
India

SREE FINAL Vishal

Uploaded by

Copyright:

Available Formats

You might also like

SREE FINAL Vishal

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

SREE FINAL Vishal

Uploaded by

Copyright:

Available Formats

“A STUDY ON BRAND POSITIONING OF VISHAL MEGHA MART IN DAVANAGERE”

Institute of Management Studies, Davanagere University.

CONSUMER MANAGEMENT SKILLS

 Strategic management - strategizing, targeting and positioning, marketing and site

 Merchandise management - Vendor selection, inventory management, pricing and

 Store management - Layout, display, customer relationship, inventory

 Administrative Management - Human resources, finance, marketing and so on

 RETAILING FORMATS IN INDIA

Institute of Management Studies, Davanagere University.

Institute of Management Studies, Davanagere University.

VISHAL MEGHA MART

“Isse sasta aur accha kahin nahi”

Institute of Management Studies, Davanagere University.

VISHAL FOOD MART

Institute of Management Studies, Davanagere University.

Departments with their Products: -

NBD (New Business Development)

Plastics, Utensils, Crockery (PUC)

1) Plates, Bowls, Glasses

Institute of Management Studies, Davanagere University.

Institute of Management Studies, Davanagere University.

1) bed sheets, Pillows , bed spreads

Institute of Management Studies, Davanagere University.

3) Razai , Carpets, Cushion covers

1) T-Shirts, Trousers, jeans

Institute of Management Studies, Davanagere University.

All kinds of Chocolates & Confectionaries

Fruits & Vegetables:

1) Dal, Rice, Atta, Rava items

1) Soaps, tooth paste, Shampoo

Institute of Management Studies, Davanagere University.

Institute of Management Studies, Davanagere University.

Institute of Management Studies, Davanagere University.

 CSD (Customer Service Desk):

 Cities Where Stores Are Located

Institute of Management Studies, Davanagere University.

Retail Market Essentially Comprises:

 Shopping centers: there is an increase in the number of shopping centers in both

“Retailing is a distinct, diverse and dynamic sector”. “It is an activity of enormous

Institute of Management Studies, Davanagere University.

 Introduction To Retail Industry

 An overview on Retail Revolution in India

Retail in India is on a cusp of transformation. Organized retailing as a professional

Institute of Management Studies, Davanagere University.

 Market Trends, Challenges & Opportunities

 Retail and India

India's imminent urbanization process has implications for demand for

 The on-stream infrastructure development will drive growth in the transportation

Institute of Management Studies, Davanagere University.

Quadrilateral” corridor, and potentially boost construction of suburban homes as

Institute of Management Studies, Davanagere University.

1) Arpita Mukherjee, Nitisha Patel (2005)6

2) Kishore Biyani (2007)7 Kishore Biyani identifies three types of Indian

Institute of Management Studies, Davanagere University.

3) Rajesh Kumar (2010) Retail industry in India is at the crossroads. It has

Institute of Management Studies, Davanagere University.

Institute of Management Studies, Davanagere University.