AMITY UNIVERSITY, NOIDA

AMITY BUSINESS SCHOOL

CONSUMER BEHAVIOUR
(MKTG604)

REPORT ON UNDERSTANDING THE CONSUMER BEHAVIOUR

COMPANY- VIJAY SALES

UNDER THE SUPERVISON OF

DR. SUPRITI AGGARWAL
DEPARTMENT OF MARKETING

SUBMITTED BY:

SHIVANG GUPTA 63
RISHA SINGH 03
SUDHANSHU PATEL
ARSHE
PARNIKA
Vijay Sales: -

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“WINNING DOESEN'T ALWAYS MEAN BEING FIRST,
WINNING MEANS YOU'RE DOING BETTER THAN YOU'VE DONE BEFORE”

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 Vijay sales Sector-18, Noida

COMPANY PROFILE

Vijay Sales is an Indian electronics retail store chain based out of Mumbai. It is headquartered
in Kandivali, Mumbai. Vijay Sales was started as a small TV showroom at Mahim by Nanu
Gupta in 1967. It currently operates 52 stores across the states of Maharashtra, Gujarat

and Delhi. and has more than 9,000 Products to choose and is located in prime location all over
India and has 9 stores in Delhi, 1 store in Gurgaon,4 stores in Ahmedabad, 2 stores in Surat, 17
stores in Mumbai,4 stores in Thane, 2 stores in Kalyan, 2 store in Vasai, 4 stores in Navi Mumbai,
7 store in Pune, 1 store in Vadodara. Two more stores are going to be open in Nagpur by 2013.
Vijay Sales („VS‟, „the Company‟) is the largest retail chain selling electronics, consumer
durables, white goods and appliances. It has its head office at Mumbai, over 60 stores, 5
warehouses across the country. Stores are across Mumbai, Pune, Thane, Ahmedabad, Surat, New
Delhi, Gurgaon, Noida. The Company keeps adding more locations periodically. It has a staff of
over 150. VS has been known to be ahead of the rest in adopting technology to manage its
business and improve efficiencies.
 Vision: -

 Vijay Sales’ vision is to, “deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner.”
 Vijay Sales considers “Indian-ness” as a core value and its corporate credo is - Rewrite rules,
Retain values.

Corporate Structure: -

Vijay sales corporate Headquarters in V Mall Thakur complex, Western Express Highway
(WEH), Kandivali, Mumbai. It is head by Nanu Gupta who is Founder and Chairman of Vijay
sales and is followed by his two sons Nilesh Gupta who is CEO of the company and Ashish
Gupta who is CFO of the company. By March 2012 Vijay sales has more than 3,000 employees
and a well-connected supply chain and Warehouses at it disposal. It also maintains an online
electronic shopping site to stay ahead of its competitors.

Vijay Sales use 8 golden rules to deal with Customer Services: -

 Answer the phone.

 Don’t make promise unless you will keep them.
 Listen to your customer.
 Deal with complaints.
 Be helpful.
 Train your staff to be always helpful, courteous and knowledgeable.
 Take the extra step.
 Throw in something extra
 Customer satisfaction their top priority: -

 Attracting & retaining customers.

 Uses Non- Traditional Strategy.
 Used young population as strategic blessing.
 Attractive Design, interior & good atmosphere

Retail Philosophy: -

By the people, for the people and of the people‖ retailing involves selling products and services
to consumers for their individual or family use. As the final link between consumers and
manufacturers, retailers are a vital part of the business world. Retailers add value to products by
making it easier for manufactures to sell and consumers to buy.

Design of store: -

 Area of 2,000 to 3,000 sq. feet and is set up at a cost of Rs.7 to 8 million for stores.
 Design of store-20,000 to 25,000 sq. ft. & investment of Rs.3000 per sq. ft
 CONSUMER BEHAVIOUR

Consumer behavior is the study of consumers and the processes they use to choose, use
(consume), and dispose of products and services, including consumers’ emotional, mental, and
behavioral responses.

A consumer behaviour analysis should reveal:

What consumers think and how they feel about various alternatives (brands, products, etc.);
What influences consumers to choose between various options;
Consumers’ behaviour while researching and shopping;
How consumers’ environment (friends, family, media, etc.) influences their behaviour.

Factors Influencing Consumer Behavior

 Psychological Factors

Human psychology is a major determinant of consumer behaviour. These factors are difficult to
measure but are powerful enough to influence a buying decision.

 Social Factors
Humans are social beings and they live around many people who influence their buying behavior. Humans try
to imitate other humans and also wish to be socially accepted in the society. Hence their buying behavior is
influenced by other people around them. 
  Cultural factors
A group of people is associated with a set of values and ideologies that belong to a particular community.
When a person comes from a particular community, his/her behavior is highly influenced by the culture
relating to that particular community.

 Personal Factors
Factors that are personal to the consumers influence their buying behavior. These personal factors differ from
person to person, thereby producing different perceptions and consumer behavior.

 Economic Factors
The consumer buying habits and decisions greatly depend on the economic situation of a country or
a market. When a nation is prosperous, the economy is strong, which leads to the greater money
supply in the market and higher purchasing power for consumers. When consumers experience a
positive economic environment, they are more confident to spend on buying products.

1. FACTORS THAT INFLUENCE CONSUMERS BUYING BEHAVIOR

OF THE PRODUCT

Internal factors are the strengths and weaknesses of the

company

Strengths

 Everyday low pricing

 Point of purchase
 Experience marketing team executive staff
 Emphasis on providing total customer satisfaction
 Variety of stuff under single roof
 Maintain good employee-employer relationship
 Weakness
 Failing revenue/sq.ft
 Unable to meet store targets
 Unavailability of popular brands

External factors are the threats and opportunities of the company

1. Opportunities: -

 Population of country is growing where the scope of market is kept on increasing for
 Retail sector.
 Evolving consumer preference
 Organized retail presently nearly 5% in India. So it acts as a great opportunities to the
 Organization for its growth.

2. Threats: -

 Competition from organized retail players which are in market and are emerging.
 Competition from local retailers.

Challenges: -

It had become almost impossible to manage the business in the face of unprecedented growth in
volume of business, the kinds of services rendered, the number and variety of products sold and
expansion of branches. Separate islands of data of each branch which are not automatically
merged resulted in disjointed data, and to get consolidated data and analysis of the entire
enterprise was impossibility.

It was realised that without an enterprise system where all functions are controlled and managed
in one system it would be difficult to manage growth and, with weak systems and processes, the
company would suffer hugely, have a constant fear of leakages and inefficiencies. Availability of
real time data was absolutely essential for good decision making and improving efficiencies,
especially in the highly competitive business the company was in.

Solution Architecture

Wings is deployed as a web-based distributed system. The Wings Server is deployed on a server
at the head office. Satellite Servers are deployed on local servers at every location.
The Satellite Servers have the software installed and serve local computers for PoS and back
office operations.
The central server serves all the satellite servers, aggregates data from all of them, downloads
data to all of them, and keeps the system fully synchronized with the unified database.
The branches and the head office are connected over leased lines of 2MBS bandwidth.

Offline System
The total volume of data handled across the system is huge. The number of transactions at each
location are voluminous. PoS billing is extremely time critical.
For all these reasons, the company chose to deploy Wings in an off-line environment so that all
billing is done locally on databases stored locally at every branch.
All systems, users and masters are controlled and managed centrally. All data from branches is
synchronized into the central database.

Auto Synchronization
One of the critical functions Wings performs is integrating data of all remote locations into the
central server. Considering the number of transactions and volume of data, this is an extremely
critical function.

Back tracking:
Tracking of buy backs to be received right from sales order/Sales invoice
against orders. Tracking of buy backs to be returned back to customer in case of sales order
cancellations/sales returns done.