INTERNATIONAL SCHOOL OF

MANAGEMENT, PATNA

Batch 2021 – 2024

PROJECT REPORT
On

Retail Marketing of VMART

Submitted in the partial fulfillment for the

Requirements of the degree of BBA

Research Guide Submitted by

Mr. Arindam Roy Ayush Kumar
Assistant Prof. Reg no. 21302313002
 INTERNATIONAL SCHOOL OF
MANAGEMENT, PATNA

Batch 2021 - 2024

Project Report
On

“Retail Marketing of VMART”

Research Guide Submitted by

Mr. Arindam Roy Ayush Kumar
Assistant Prof. Reg no. 21302313002

Internal Examiner External Examiner

 DECLARATION

I hereby declare that the Project Work entitled “Retail Marketing of

VMART.”, has been carried out by me under the guidance of Mr. Arindam Roy

(Assistant Prof.), at International School of Management. The research work is

original and has not violated any of plagiarism norms.

I also declare that this Project has not been submitted to any University/

Institute for the award of any Degree/Diploma.

Place: Patna

Date: Name: Ayush Kumar

Reg no. 21302313002

 CERTIFICATE

This is to certify that the Project Work entitled “Retail Marketing of

VMART.” has been accomplished by Ayush Kumar, Reg no. 21302313002

(BBA) under my guidance and supervision. This project is being submitted by

him/her as the partial fulfillment of requirements for the award of BBA from

International School of Management. This work has not been submitted by

him/her anywhere else for the award of any degree or diploma. All sources of

information and help have been duly mentioned and acknowledged.

Research Guide:
Mr. Arindam Roy
 ACKNOWLEDGEMENT
The most awaited moment of successful completion of endeavor is always a
result of persons involved explicitly or implicitly there in. It is impossible
without the help and guidance of the people around to carry on this research
work. I take the opportunity to express my sincere gratitude to each and every
person who gave me the guidance and help for preparing the report.

I take this opportunity to thanks to (Management), International School of

Management for providing me an opportunity to work for this research.

I am also desirous of placing on record profound indebtedness to Mr. Arindam

Roy and all the members of faculty of International School of Management,
Patna, for the valuable advice, guidance and support that they offered.

Last but not the least; I would also like to thanks all the respondents for giving
me their time and relevant information.

My strength and inspiration are the blessings of my parents and my friends. I

owe all my success and achievements to them.

Ayush Kumar
Reg no. 21302313002
NUMBER PAGE NO.
CHAPTER 1- INTRODUCTION
1.1 Introduction of Project 1-5
1.2 Objectives of the Study
CHAPTER 2- COMPANY PROFILE
2.1 Company Overview 6-10
2.2 Vision & Mission
2.3 Where Do We Come From
2.4 Leadership Team
CHAPTER 3-LITERATURE REVIEW
3.1 Literature Review 11-31
CHAPTER 4-RESERCH METHODOLOGY
4.1 Research Methodology 32-36
4.2 Limitation of Project
CHAPTER 4-DATA ANALYSIS & INTERPRETATION
4.1 Data Analysis & Interpretation 37-48
4.2 Findings
CHAPTER 5
5.1 Conclusion 49-51
5.2 Suggestions
BIBLIOGRAPHY 52
ANNEXTURE 53-54
CHAPTER -1
➢ Introduction of Project
➢ Objectives of the Study

1
 INTRODUCTION
An Overview of Consumer Behavior

Consumer Satisfaction and Buying Behavior refers to the mental and

emotional process and the observable behavior of consumers during

searching, purchasing and post consumption of a product or service.

Consumer Satisfaction and Buying Behavior involves study of how

people buy, what they buy, when they buy and why they buy. It

blends the elements from psychology, sociology, sociopsychology,

anthropology and economics. It also tries to assess the influence on

the consumer from groups such as family, friends, reference groups

and society in general.

Buyer behavior has two aspects: the final purchase activity visible to

any observer and the detailed or short decision process that may

involve the interplay of a number of complex variables not visible to

anyone.

Factors Affecting Consumer Satisfaction and Buying Behaviour:

Consumer Satisfaction and Buying behaviour is influenced by the

major three factors:

1. Social Factors

2. Psychological Factors

3. Personal Factors.

Social Factors

Social factors refer to forces that other people exert and which

affect consumers’ purchase behaviour. These social factors can

2
include culture and subculture, roles and family, social class and

reference groups.

Factors

These are internal to an individual and generate forces within

that influence her/his purchase behaviour. The major forces include

motives, perception, learning, attitude and personality.

Personal Factors

These include those aspects that are unique to a person and

influence purchase behavior. These factors include demographic

factors, lifestyle, and situational factors.

Definition:

Consumer buying decision process is the processes

undertaken by consumer in regard to a potential market transaction

before, during and after the purchase of a product or service.

Consumer decision making process generally involves five stages:

Need Search Alternative Purchase Post

Recognition Information Information Action Purchase

Need Recognition

Purchase decision making process begins when a buyer

becomes aware of an unsatisfied need or problem. This is the vital

stage in buying decision process, because without recognizing the

need or want, an individual would not seek to buy goods or service.

3
There are several situations that can cause problem recognition,

these include:

➢ Depletion of stock

➢ Dissatisfaction with goods in stock

➢ Environmental Changes

➢ Change in Financial Situation

➢ Marketer Initiated Activities

STATEMENT OF THE PROBLEM

In this study I would like to learn the on buying Satisfaction and

buying behaviour in electronic industry.

SIGNIFICANCE OF THE STUDY

This study is significant since understanding buying behaviour

is the important aspect for any business to grow. The same is true for

online stores as well. There are tremendous opportunities for growth

in the online mode of shopping, as the users of the internet are

growing.

4
 OBJECTIVES OF THE STUDY

The objectives of the study is to:

1) To assess the customer satisfaction level

2) Proper understanding and analysis of the VMART Products.

3) To study the brand image of VMART Products.

4) Proper understanding of promotional tools prevailing in the

company.

5) To suggest the ways to promote VMART Products as brand.

6) To know strength, weakness, opportunities and threat of

VMART Products brand image.

SCOPE OF THE STUDY

1. The scope of the study is limited to Customer Satisfaction in Retail

Marketing of VMART Retail in Patna Only.

5
CHAPTER -2
➢ Company Overview
➢ Business Area
➢ History
➢ Leadership
➢ Products

6
 COMPANY PROFILE
Who We are?

V-Mart is a complete family fashion store that provides its customers

true value for their money.

We offer our customers a great shopping experience each time they

visit V-Mart store by offering a vast range of products under one roof.

Maintaining high standards in quality and design, V-Mart offers

fashion garments at down-to-earth prices and over a period of time

has emerged as the destination of choice for bargain hunters and the

fashionable alike.

We primarily operate in tier II & tier III cities with the chain of “Value

Retail” departmental stores. Our stores cater to the needs of the entire

family altogether by offering apparels, general merchandise and kirana

goods.

7
 VISION & MISSION

OUR VISION

Be the #1 value fashion omni-retailer of Bharat

OUR MISSION

To serve the youth & young Indian families in Tier 2 / 3 cities by

providing them with the best possible value, as well as the widest

possible range in a convenient environment supported by a digital

shopping experience.

PURPOSE

We exist to fulfil people’s aspirations and create value for the entire

ecosystem.

8
Where Do We Come From?
V-Mart has a rich history of growth and expansion. Originally

incorporated as Varin Commercial Private Limited under the

Companies Act in 2002 in West Bengal, we opened our first store in

Ahmedabad, Gujarat, in 2003.

By 2006, we had crossed 100,000 square feet of retail space and

renamed ourselves V-Mart Retail Private Limited.

In 2008, we achieved a significant milestone by registering V-Mart

Retail as a public limited entity and crossing a turnover of INR 1,000

million. Over time, we have grown into a renowned family brand that

caters to the needs of the entire family by offering high-quality retail

products.

As our customer base has grown, we have continued to expand our

operations and achieved a turnover of over INR 2,000 million in 2011-

12. We are proud of our history of growth and look forward to

continuing to serve our customers with quality products and

exceptional service.

9
LEADERSHIP TEAM
The Extremely talented leadership team of the company has provided

pathbreaking direction and has been overseeing the management of

business to transform a remodelled V-Mart.

10
CHAPTER -3
➢ Literature Review

11
 LITERATURE REVIEW
CONSUMER SATISFACTION AND BUYING DECISION PROCESS

There are following five stages in consumer buying decision Process.

1. Problem identification: -

The buying process starts when the buyer recognizes a problem or

need. The need can be triggered by internal or external stimuli.

Marketers need to identify the circumstances that trigger a Particular

need. By gathering information from a number of consumers,

Marketers can identify the most frequent stimuli that spark an

interest in a product category. They can then develop marketing

strategies that trigger consumer interest.

2. Information Search:-

The consumer tries to collect information regarding various

products/service. Through gathering information, the consumer

learns about completing brands and their features. Information may

be collected form magazines, catalogues, retailers, friends, family

members, business association, commercial, chamber of commerce,

telephone directory, trade fair etc. Marketers should find out the

source of information and their relative degree importance to the

consumers.

3. Evaluation of alternative: -

There is no single process used by all consumers by one consumer in

all buying situations. There is several First, the consumer processes,

some basic concepts are:

12
First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product

solutions. The marketer must know which criteria the consumer will

use in the purchase decision.

4. Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the

solution. It may be to buy or not to buy if the decision is to buy. The

other additional decisions are:

Which types of bike he must buy from whom to buy a bike? How the

payment to be made? And so on.

The marketer up to this stage has tried every means to influence the

purchase behavior, but the choice is properly consumers. In the

evaluation stage the consumer forms preferences among the brands in

the choice set. The consumer may also form an intention to but the

most preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same

level of product. The Marketer’s job not end when the product is

buying must monitor post-purchase satisfaction, post-purchase

action, post-purchase use and disposal.

Post Purchase Satisfaction:-

The buyer, S satisfaction is a function of closeness between the buyer,

S expectation and the products Perceiver performance. The larger the

gap between expectation and performance, the greater the consumer

dissatisfaction.

13
Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product

influence subsequent behavior. If the consumer satisfied, he or she

will exhibit a higher probability of purchasing the product again.

Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the

product. If the consumer store the product in a close, the product is

probably not very satisfying. If the consumer throws the product

away, the marketer needs to know how they dispose of it; especially it

can be hurt the environment.

CHARACTERISTIC OF BUYER BEHAVIORS

The chief characteristics of the buyer’s behaviors are as Follow:-

(1) It consists of mental and physical activities which consumers

undertake to get goods and services and obtain satisfaction

from them.

(2) It includes both observable activities such as walking through

the market to examine merchandise and making a purchase

and mental activities-such as forming attitudes, perceiving

advertising material, and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to

constantly changing. And therefore, management need to

adjust with the change otherwise market may be lot.

14
 (4) The individuals specific behaviors in the market place is
affected by internal factor, such as need , motives, perception,

and attitudes, as well as by external of environment influences

such as the family social groups, culture, economics and

business influences.

OVERVIEW OF CONSUMER SATISCATION AND BUYING BEHAVIOR

Consumer behaviour refers to the mental and emotional process and

the observable behaviour of consumers during searching, purchasing

and post consumption of a product or service.

Consumer behaviour involves study of how people buy, what they buy,

when they buy and why they buy. It blends the elements from

psychology, sociology, sociopsychology, anthropology and economics.

It also tries to assess the influence on the consumer from groups such

as family, friends, reference groups and society in general.

Buyer behaviour has two aspects: the final purchase activity visible to

any observer and the detailed or short decision process that may

involve the interplay of a number of complex variables not visible to

anyone.

Factors Affecting Consumer Behavior:

Consumer Behavior is influenced by the major three factors:

1. Social Factors

2. Psychological Factors

3. Personal Factors.

15
Social Factors

Social factors refer to forces that other people exert and which

affect consumers’ purchase behaviour. These social factors can

include culture and subculture, roles and family, social class and

reference groups.

Psychological Factors

These are internal to an individual and generate forces within

that influence her/his purchase behaviour. The major forces include

motives, perception, learning, attitude and personality.

Personal Factors

These include those aspects that are unique to a person and

influence purchase behaviour. These factors include demographic

factors, lifestyle, and situational factors.

Definition:

Consumer buying decision process is the processes

undertaken by consumer in regard to a potential market transaction

before, during and after the purchase of a product or service.

Need Recognition

Purchase decision making process begins when a buyer

becomes aware of an unsatisfied need or problem. This is the vital

stage in buying decision process, because without recognizing the

need or want, an individual would not seek to buy goods or service.

16
There are several situations that can cause problem recognition,

these include:

➢ Depletion of stock

➢ Dissatisfaction with goods in stock

➢ Environmental Changes

➢ Change in Financial Situation

➢ Marketer Initiated Activities

Example:

When a person recognizes that he/she is having a difficulty

that he/she is not able to travel with his/her family member. Then

recognizes that his/her must have car and needs to buy a new car.

Information Search

After the consumer has recognized the need, he / she will

trying to find the means to solve that need. First he will recall how he

used to solve such kind of a problem in the past, this is called

nominal decision making. Secondly, a consumer will try to solve the

problem by asking a friend or goes to the market to seek advice for

which product will best serve his need, this is called limited decision

making.

Sources of information include:

➢ Personal sources

➢ Commercial Sources

➢ Public sources

➢ Personal experience

17
Example: (continuing from previous…)

The person after recognizing that his/her need, he/she will

eventually try to find out how he/she can purchase the car. If he/she

cannot make a decision his/herself then he/she will ask a friend to

help out, if the friend do not have sufficient knowledge, he/she would

go to automobile showroom of a different company and try to get

adequate information regarding price, feature, performance and after

sale service.

Alternatives evaluation

Consumers’ evaluates criteria refer to various dimension;

features, characteristics and benefits that a consumer desires to solve

a certain problem. Product features and its benefit is what influence

consumer to prefer that particular product. The consumer will decide

which product to buy from a set of alternative products depending on

each unique feature that the product offers and the benefit he / she

can get out of that feature.

Example: (continuing from previous…)

When that user got enough information concerning the

different brands of cars available in the market, he/she will decide

which kind of car and also which company or brand he/she is going to

buy depending upon his/her need.

Purchase Action

This stage involves selection of brand and the retail outlet to

purchase such a product. Retail outlet image and its location are

important. Consumer usually prefers a nearby retail outlet for minor

18
shopping and they can willingly go to a far away store when they

purchase items which are of higher values and which involve higher

sensitive purchase decision. After selecting where to buy and what to

buy, the consumer completes the final step of transaction by either

cash or credit.

Example: (continuing from previous…)

After selecting company or brand of the car and model from

different alternatives of cars, he/she will make a final decision of

where to buying that car and make the final transaction procedures.

Post-purchase Actions

Consumer favourable post-purchase evaluation leads to

satisfaction. Satisfaction with the purchase is basically a function of

the initial performance level expectation and perceived performance

relative to those expectations. Consumer tends to evaluate their

wisdom on the purchase of that particular product. This can result to

consumer experiencing post purchase dissatisfaction. If the

consumer’s perceived performance level is below expectation and fail

to meet satisfaction this will eventually cause dissatisfaction, and so

the brand and/ or the outlet will not be considered by the consumer

in the future purchases. This might cause the consumer to initiate

complaint behaviour and spread negative word-of-mouth concerning

that particular product.

Example: (continuing from previous…)

If he/she decided to buy a car he/she will try to compare the

performance, speed, mileage and comfort of the particular car,

19
whether they meet his/her expectations. If he/she would find that

his/ her expectations are meet she will be satisfied, if she found that

there are more additional features that he/she did not expect this car

to have, she will be delighted, otherwise she will be dissatisfied.

Market Analysis

A market analysis studies the attractiveness and the dynamics of a

special market within a special industry. It is part of the industry

analysis and this in turn of the global environmental analysis.

Through all these analyses the chances, strengths, weaknesses and

risks of a company can be identified. Finally, with the help of a SWOT

analysis, adequate business strategies of a company will be defined.

The market analysis is also known as a documented investigation of a

market that is used to inform a firm's planning activities, particularly

around decisions of inventory, purchase, work force

expansion/contraction, facility expansion, purchases of capital

equipment, promotional activities, and many other aspects of a

company.

Marketing Mix

The marketing mix is a business tool used in marketing. The

marketing mix is often crucial when determining a product or brand's

offering, and is often synonymous with the four Ps: price, product,

promotion, and place; in service marketing, however, the four Ps have

been expanded to the seven Ps or eight Ps to address the different

nature of services.

20
The marketer E. Jerome McCarthy proposed a four Ps classification in

1960, which has since been used by marketers throughout the world.

Product - A product is seen as an item that satisfies what a consumer

needs or wants. It is a tangible good or an intangible service.

Intangible products are service based like the tourism industry, the

hotel industry and the financial industry. Tangible products are those

that have an independent physical existence. Typical examples of

mass-produced, tangible objects are themotor car and the disposable

razor. A less obvious but ubiquitous mass produced service is a

computer operating system.

The marketer must also consider the product mix. Marketers can

expand the current product mix by increasing a certain product line's

depth or by increasing the number of product lines. Marketers should

consider how to position the product, how to exploit the brand, how to

exploit the company's resources and how to configure the product mix

so that each product complements the other.

Price – The price is the amount a customer pays for the product. The

price is very important as it determines the company's profit and

hence, survival. Adjusting the price has a profound impact on the

marketing strategy, and depending on the price elasticity of the

product, often it will affect the demand and sales as well. The

marketer should set a price that complements the other elements of

the marketing mix.

21
Promotion - represents all of the methods of communication that a

marketer may use to provide information to different parties about the

product. Promotion comprises elements such as:advertising, public

relations, personal selling and sales promotion.

Advertising covers any communication that is paid for, from cinema

commercials, radio and Internet advertisements through print media

and billboards. Public relations is where the communication is not

directly paid for and includes press releases, sponsorship deals,

exhibitions, conferences, seminars or trade fairs and events.

Place - refers to providing the product at a place which is convenient

for consumers to access. Place is synonymous with distribution.

Various strategies such as intensive distribution, selective

distribution, exclusive distribution and franchising can be used by the

marketer to complement the other aspects of the marketing mix.

Extended Marketing Mix (3 P's)

More recently, three more Ps have been added to the marketing mix

namely People, Process and Physical Evidence. This marketing mix

is known as Extended Marketing Mix.

• People: All people involved with consumption of a service are

important. For example workers, management, consumers etc.

It also defines the market segmentation, mainly demographic

segmentation. It addresses particular class of people for whom

the product or service is made available.

22
 • Process: Procedure, mechanism and flow of activities by which

services are used. Also the 'Procedure' how the product will

reach the end user.

• Physical Evidence: The marketing strategy should include

effectively communicating their satisfaction to potential

customers.

Four Cs

Robert F. Lauterborn proposed a four Cs classification in 1993. The

Four Cs model is more consumer-oriented and attempts to better fit

the movement from mass marketing to niche marketing. The Product

part of the Four Ps model is replaced by Consumer or Consumer

Models, shifting the focus to satisfying the consumer needs. Another C

replacement for Product is Capable. By defining offerings as individual

capabilities that when combined and focused to a specific industry,

creates a custom solution rather than pigeon-holing a customer into a

product. Pricing is replaced by Cost reflecting the total cost of

ownership. Many factors affect Cost, including but not limited to the

customer's cost to change or implement the new product or service

and the customer's cost for not selecting a competitor's product or

service. Placement is replaced by Convenience. With the rise of

internet and hybrid models of purchasing, Place is becoming less

relevant. Convenience takes into account the ease of buying the

product, finding the product, finding information about the product,

and several other factors. Finally, the Promotions feature is replaced

by Communication which represents a broader focus than simply

23
Promotions. Communications can include advertising, public

relations, personal selling, viral advertising, and any form of

communication between the firm and the consumer.

The concept is simple. Think about another common mix - a cake mix.

All cakes contain eggs, milk, flour, and sugar. However, you can alter

the final cake by altering the amounts of mix elements contained in it.

So for a sweet cake add more sugar!

It is the same with the marketing mix. The offer you make to you

customer can be altered by varying the mix elements. So for a high

profile brand, increase the focus on promotion and desensitize the

weight given to price. Another way to think about the marketing mix is

to use the image of an artist's palette. The marketer mixes the prime

colours (mix elements) in different quantities to deliver a particular

final colour. Every hand painted picture is original in some way, as is

every marketing mix. If you'd like to see the marketing mix applied to

a real business - then take a look at our Ryanair marketing mix.

Some commentators will increase the marketing mix to the Five

P's, to include people. Others will increase the mix to Seven P's, to

include physical evidence (such as uniforms, facilities, or livery) and

process (i.e. the whole customer experience e.g. a visit the Disney

World). The term was coined by Neil H. Borden in his article The

Concept of the Marketing Mix in 1965.

24
PLACE

Another element of Neil H. Borden's Marketing Mix is Place. Place is

also known as channel, distribution, or intermediary. It is the

mechanism through which goods and/or services are moved from the

manufacturer/ service provider to the user or consumer.

PRODUCT

For many a product is simply the tangible, phsysical entity that they

may be buying or selling. You buy a new car and that's the product -

simple! Or maybe not. When you buy a car, is the product more

complex than you first thought?

The Product Life Cycle (PLC) is based upon the biological life cycle. For

example, a seed is planted (introduction); it begins to sprout (growth);

it shoots out leaves and puts down roots as it becomes an adult

(maturity); after a long period as an adult the plant begins to shrink

and die out (decline).

The Customer Life Cycle (CLC) has obvious similarities with the

Product Life Cycle (PLC). However, CLC focuses upon the creation of

and delivery of lifetime value to the customer i.e. looks at the products

or services that customers NEED throughout their lives.

PROMOTION

Another one of the 4P's is promotion. This includes all of the tools

available to the marketer for 'marketing communication'. As with Neil

25
H. Borden's marketing mix, marketing communications has its own

'promotions mix.'

Physical Evidence

Physical Evidence is the material part of a service. Strictly speaking

there are no physical attributes to a service, so a consumer tends to

rely on material cues. There are many examples of physical evidence,

including some of the following:

People

People are the most important element of any service or experience.

Services tend to be produced and consumed at the same moment, and

aspects of the customer experience are altered to meet the 'individual

needs' of the person consuming it.

Process

Process is another element of the extended marketing mix, or

7P's.There are a number of perceptions of the concept of process

within the business and marketing literature. Some see processes as a

means to achieve an outcome, for example - to achieve a 30% market

share a company implements a marketing planning process

DISTRIBUTION CHANNEL

A path through which goods and services flow in one direction (from

vendor to the consumer), and the payments generated by them that

flow in the opposite direction (from consumer to the vendor).

A distribution channel can be as short as being direct from the vendor

to the consumer or may include several interconnected intermediaries

such as wholesalers, distributors, agents, retailers. Each intermediary

26
receives the item at one pricing point and moves it to the next higher

pricing point until it reaches the final buyer. Also called channel of

distribution.

The chain of businesses or intermediaries through which a good or

service passes until it reaches the end consumer. A distribution

channel can include wholesalers, retailers, distributors and even the

internet. Channels are broken into direct and indirect forms, with a

"direct" channel allowing the consumer to buy the good from the

manufacturer and an "indirect" channel allowing the consumer to buy

the good from a wholesaler. Direct channels are considered "shorter"

than "indirect" ones.

A channel of distribution or trade channel is defined as the path or

route along which goods move from producers or manufacturers to

ultimate consumers or industrial users. In other words, it is a

distribution network through which producer puts his products in the

market and passes it to the actual users. This channel consists of :-

producers, consumers or users and the various middlemen like

wholesalers, selling agents and retailers(dealers) who intervene

between the producers and consumers. Therefore, the channel serves

to bridge the gap between the point of production and the point of

consumption thereby creating time, place and possession utilities.

A channel of distribution consists of three types of flows: -

• Downward flow of goods from producers to consumers

• Upward flow of cash payments for goods from consumers to

producers

27
 • Flow of marketing information in both downward and upward

direction i.e. Flow of information on new products, new uses of

existing products, etc from producers to consumers. And flow of

information in the form of feedback on the wants, suggestions,

complaints, etc from consumers/users to producers.

An entrepreneur has a number of alternative channels available to

him for distributing his products. These channels vary in the number

and types of middlemen involved. Some channels are short and

directly link producers with customers. Whereas other channels are

long and indirectly link the two through one or more middlemen.

These channels of distribution are broadly divided into four

types:-

• Producer-Customer: - This is the simplest and shortest

channel in which no middlemen is involved and producers

directly sell their products to the consumers. It is fast and

economical channel of distribution. Under it, the producer or

entrepreneur performs all the marketing activities himself and

has full control over distribution. A producer may sell directly to

consumers through door-to-door salesmen, direct mail or

through his own retail stores. Big firms adopt this channel to

cut distribution costs and to sell industrial products of high

value. Small producers and producers of perishable

commodities also sell directly to local consumers.

• Producer-Retailer-Customer:- This channel of distribution

involves only one middlemen called 'retailer'. Under it, the

28
 producer sells his product to big retailers (or retailers who buy

goods in large quantities) who in turn sell to the ultimate

consumers. This channel relieves the manufacturer from

burden of selling the goods himself and at the same time gives

him control over the process of distribution. This is often suited

for distribution of consumer durables and products of high

value.

• Producer-Wholesaler-Retailer-Customer:- This is the most

common and traditional channel of distribution. Under it, two

middlemen i.e. wholesalers and retailers are involved. Here, the

producer sells his product to wholesalers, who in turn sell it to

retailers. And retailers finally sell the product to the ultimate

consumers. This channel is suitable for the producers having

limited finance, narrow product line and who needed expert

services and promotional support of wholesalers. This is mostly

used for the products with widely scattered market.

• Producer-Agent-Wholesaler-Retailer-Customer:- This is the

longest channel of distribution in which three middlemen are

involved. This is used when the producer wants to be fully

relieved of the problem of distribution and thus hands over his

entire output to the selling agents. The agents distribute the

product among a few wholesalers. Each wholesaler distribute

the product among a number of retailers who finally sell it to

the ultimate consumers. This channel is suitable for wider

distribution of various industrial products.

29
 An entrepreneur has to choose a suitable channel of distribution

for his product such that the channel chosen is flexible, effective and

consistent with the declared marketing policies and programmes of

the firm. While selecting a distribution channel, the entrepreneur

should compare the costs, sales volume and profits expected from

alternative channels of distribution and take into account the

following factors: -

Product Consideration: - The type and the nature of products

manufactured is one of the important elements in choosing the

distribution channel. The major product related factors are: -

• Products of low unit value and of common use are generally sold

through middlemen. Whereas, expensive consumer goods and

industrial products are sold directly by the producer himself.

• Perishable products; products subjected to frequent changes in

fashion or style as well as heavy and bulky products follow

relatively shorter routes and are generally distributed directly to

minimize costs.

• A new product needs greater promotional efforts in the initial

stages and hence few middlemen may be required.

Market Consideration: - Another important factor influencing the

choice of distribution channel is the nature of the target market. Some

of the important features in this respect are: -

• If the market for the product is meant for industrial users, the

channel of distribution will not need any middlemen because

30
 they buy the product in large quantities. short one and may as

they buy in a large quantity. While in the case of the goods

meant for domestic consumers, middlemen may have to be

involved.

• If the number of prospective customers is small or the market

for the product is geographically located in a limited area, direct

selling is more suitable. While in case of a large number of

potential customers, use of middlemen becomes necessary.

31
CHAPTER -4
➢ Research Methodology

32
 RESEARCH METHODOLOGY
To cater the need of the research I will use primary (self-constructed

structured Questionnaire).

Primary data will be collect directly from the employees by means of

holding discussions with them and through direct observations. Direct

enquires to seniors officers will be a reliable source of information.

Secondary data will be collecting from brouchers, magazines,

manuals, and articles, annual reports of the companies, websites and

other document of the company.

RESEARCH DESIGN
The research design is the conceptual structure with in which

research will be conducted. Research design is a frame work or blue

print for the conducting the research. It is a logical and a systematic

planning and directing a piece of research. Descriptive research has

been applied, which is also known as statistical research, describes

data and characteristics about the population or phenomenon being

studied.

TYPE OF RESEARCH : Descriptive Research

SAMPLE UNIT : Baily Road

SAMPLE SIZE 100

TYPE OF QUESTION : Close ended & open-ended.

TYPE OF QUESTIONNAIRE : Structured and non-Disguised

33
TOOLS USED FOR DATA COLLECTION
• Primary data will be collecting through questionnaires and informal

interviews.

• Secondary data collected through magazines, journals, websites,

and other corporate publications.

PROCEDURE FOR DATA COLLECTION.

• Communication, asking questions and receiving a response in

person

• Visiting the various organizations, libraries, internet and also

preparation of the questionnaire with the help of the project guide.

STATISTICAL TOOLS USED

▪ Pie Charts
▪ Bar diagrams

Primary sources
➢ Questionnaire
➢ Personal Interview.
➢ Observation

Secondary sources

Information was collected from secondary sources such as Magazines,

Newspapers, Company Website etc.

Beside these the use of Internet was also made in collecting relevant
information.

34
Sample size:

The sample size shorted out from the population (universe set) is 100
nos. to draw the conclusion of the study.

Research Type: Descriptive

Sampling Technique

The project has been based on convenience sampling.

Tools and Techniques

I used for project from statistics are-

- Bar Charts

- Pie charts

- Tables

35
 LIMITATIONS

1. Limited time period.

2. Limited Sample

3. All the secondary data are required were not available.

4. More stress was faced during collection of primary data through

questionnaires and also to collect secondary data from the

organization in terms of organizational profile, product and price

profile.

36
CHAPTER -5
➢ Data Analysis & Interpretation
➢ Findings

37
 DATA ANALYSIS & INTERPRETATION

1. How the Respondent did come to know about the VMART?

Particulars No. of Respondents Percentage

Television 46 46%

Magazine 36 36%
Friends 10 10%

Hoardings 4 4%

Others 4 4%

Total 100 100%

Percentage
Chart Title
Hoardings Others
Television 4%Magazine4% Friends Hoardings Others
Friends
10%
4%
4%
Television
10% 46%

Magazine 46%
36%

36%

Interpretation: From the above graph shows that 46% of the

respondents came to know of VMART through Television, 36% of the

respondents through magazines, 10% of the respondents through the

Friends and 4% of respondents from Hoardings, 4% of respondents

through others. The above graph explained that majority of

respondents are Television and Magazines.

38
2. Marketing of its products are:

No. of Respondents Percentage

Excellent 25 25%

Good 55 55%

Poor 15 15%

Can’t Say 5 5%

Total 100 100%

Percentage
Chart Title
Excellent Good Poor Can’t Say

5%
15% 25%

55%

Interpretation: In the above graph shows that Most of the

respondents says Good marketing of VMART Products.

39
3. What is the Selling scale System of VMART Products?

No. of Respondents Percentage

Excellent 60 60%
Good 10 10%
Fair 10 10%
Poor 10 10%
Very poor 10 10%
Total 100 100%

Chart Title
Percentage
Excellent VeryGood
poor Fair Poor Very poor
Poor 10%
10%
Fair
10% 10%
Excellent
Good 10%
60%
10%
10%
60%
10%

Interpretation: In the above graph shows that 60% of people says

excellent about selling scale system of VMART, 10% Good, 10% Fair,

10% Poor and rest 10% says very poor.

40
4. What is your perception about VMART Products?

No. of Respondents Percentage

Best 43 43%
Good 26 26%
Ordinary 17 17%
No comments 0 0%
Poor 14 14%
Total 100 100%

Percentage
Best Good Ordinary Chart Title
No comments Poor
Best Good Ordinary No comments Poor

0% 14%
0%
14%
43% 43%
17% 17%

26%
26%

Interpretation:

The above graph reveals that best perception comes from 43%

Respondents, 26% have good perception about the VMART Products,

17% respondents respond ordinary option and rest by 14% have

respond poor.

41
5. : On the basis of price and feature comparison, is VMART

Products economical?

No. of respondents Percentage

Extremely Agreed 20 20%
Highly agreed 30 30%
Agreed 25 25%
No Comments 12 12%
Disagreed 13 13%
Total 100 100%

Percentage
Chart Title
Extremely Agreed Highly agreed Agreed No Comments Disagreed
13% 20%
Disagreed
No Comments
12% 13% Extremely Agreed Extremely Agreed
12% 13% 20%
20% Highly agreed
12% Agreed
25% 30%
Highly agreed
No Comments
Agreed 30%
25%
25% 30% Disagreed

Interpretation: The above graph showing is VMART Products are

economical. 20% of public is extremely agreed with this statement,

30% is highly agreed, 25% is agreed and rest of people’s answer is

negative.

42
6. Do you think VMART & its product fulfills all your

expectation?

No. of Respondents Percentage

Yes 80 80%

No 20 20%

Total 100 100%

Percentage
Yes No

20%

80%

Interpretation: In the above graph shows that 80% of respondents

agree with this statement.

43
7. SERVICE PROVIDED BY VMART

SERVICE STASTICS NO. OF RESPONDENTS VALUES

Excellent 42 42%
Good 27 27%
Average 18 18%
Poor 13 13%
Total 100 100%

VALUES
Chart Title
Excellent
Excellent Good
Good Average
Average Poor
Poor

13%
13%
42%
42%
18%
18%

27%
27%

Interpretation:-

Pie chart showing the service provided by company. The service

provided by company is better as per survey, Excellent-42 %, Good-

27%, Avg-18%, Poor-13% getting service.

44
8. Distribution of Respondents According to Income

Income Group (In No. Of Respondents Percentage

Lakh/Annum)
< 1 LAKH 24 24%

1-3 LAKH 56 56%

3-5 LAKH 14 14%

>5 LAKH 6 6%
TOTAL 100 100%

Percentage
Chart Title
>5 LAKH
< 1 LAKH6% 1-3 LAKH 3-5 LAKH >5 LAKH

3-5 LAKH < 1 LAKH

14% 6% 24%
14% 24%

1-3 LAKH
56%
56%

Interpretation: Out of 100 respondents, 56 respondents income

range is 1-3 lakh, 14% respondent belongs to 3-5 lakh, 6%

respondents belongs to above 5 lakh.

45
9. Distribution of Respondents According to Occupation

OCCUPATION RESPONDENTS PERCENTAGE

Retired 14 14%
Private Job 12 12%
Govt Job 42 42%
Student 16 16%
Business 16 16%
Total 100 100

Interpretation: Out of 100 respondents 14% were retired,12% were

private job holders, 42% were government job officials, 16% were

students and 16% were businessman.

46
10. How many years have you been using VMART Products?

Years No. of Respondent Percentage

1-2 Yrs 10 10%
2-3 Yrs. 10 10%
3-4 Yrs 16 16%
More than 4 Yrs 64 64%

Total 100 100%

10%
10%
1-2 Yrs
16% 2-3 Yrrs
64%
3-4 Yrs
More Than 4 Yrs

Interpretation: In the above graph shows that 10% of people using

VMART Products 1-2 years, 10% respondents using 2-3 years, 16%

respondents using for 3-4 years and rest 64% respondents using More

than 4 years.

47
 FINDINGS

• Most of the respondents says good marketing of VMART

Products.

• It reveals that 60% of people says excellent about selling scale

system of VMART, 10% Good, 10% Fair, 10% Poor and rest 10%

says very poor.

• It reveals that best perception comes from 43%, 26% have good

perception about the VMART Products and rest by 17% have

ordinary, 14% have poor perception.

• VMART Products are economical. 20% of public is extremely

agreed with this statement, 30% is highly agreed, 25% is agreed

and rest of people’s answer is negative.

• The service provided by company is better as per survey,

Excellent-42 %, Good-27%, Avg-18%, Poor-13% getting service.

48
CHAPTER -6
➢ Conclusion

➢ Suggestions

49
 CONCLUSION
The conclusion that can be derived from this survey is that

VMART Products being a big brand, and a quality striver is hit by the

low- cost rivals. But the segment it caters is highly satisfied and

constitutes immense “Brand Loyal”. After deep research, analysis and

getting information about companies as formulated that the camera

companies achieved success in the market. Throughout the study we

found the electronics company having very new and modern

technology in their products, they have a good market share in India,

many of other company like Reliance smart bazaar, V2 retail,

Pantaloon, etc., are also giving large competition.

VMART Products has managed to put in spectacular

performance going from strength despite increase in competition; the

company’s sales have witnessed an uptrend, registering an average

growth of 28% in the five years under review.

VMART Products has managed to put in spectacular

performance going from strength despite increase in competition; the

company’s sales have witnessed an uptrend, registering an average

growth of 35% in the three years under review.

50
 SUGGESTIONS

• Company should prefer proper distribution.

• Give few attractive schemes at the time of new website design.

Like giving quick service and charging them reasonably.

• Asking the customers to come regularly for servicing even after

the warranty period.

• Company should provide some good scheme and offers to his

customers.

• Give proper information to the customers about new products

and provide catalogue.

• Company should improve their post sales services.

• VMART Products should put a few hoardings in different areas

in Patna and also advertise effectively in local cable channel.

• It should educate the customers about the maintenance of the

products and website.

51
 BIBLIOGRAPHY
Books:
• Berman, Berry and Joel r Evans (Oct- 1997) Retail
Management: A strategic approach 8th edition Englewood cliffs
NJ printcehall
• Blythe, J. (2001) Essentials of Marketing, 2nd edition, Prentice
Hall
• Brassington, F and Pettitt, S, (2000), Principles of Marketing,
Second Edition, Prentice Hall, Harlow
• Brooks, I and Weatherston, J. (1997) The Business
Environment. Challenges and Changes, Prentice Hall.
• Marketing Management, The McGraw.Hill Company Rajan
Saxena (Third Edition)
• Philip Kotler, Kevin Keller (2009), Marketing Management
(Thirteenth Edition)

Magazines:

- Business world

- Business & Mgt.

- Business today

WEBSITES:

- www.vmart.com

52
 ANNEXTURE

Questionnaire
Name: ……………………………………………………………….

Age: …………………………………………………………………

Contact No. …………………………………………………………

Address: …………………………………………………………….

…………………………………………………………......................

1. How the Respondent did come to know about the VMART?

a) Television b) Magazines

c) Friends d) Hoardings e) Others

2. Marketing of its products are:-

a) Excellent b) Good

c) Poor d) Can’t Say

3. What is the selling scale System of VMART Products?

a) Excellent b) Good c) Fair

d) Poor e) Very poor

4. What is your perception about VMART Products?

a) Best b) Good

c) Ordinary d) No Comment

e) Poor

5. : On the basis of price and feature comparison, is VMART Products

economical?

a) Extremely Agreed b) Highly agreed

c) Agreed d) No Comment

53
e) Disagreed

6. Do you think VMART & its product fulfills all your expectation?

(a) Yes (b) No

7, Services Provided by VMART?

a) Excellent b) Good

c) Average d) Poor

8. Distribution of Respondents According to Income

a) < 1 LAKH b) 1-3 LAKH

c) 3-5 LAKH d) >5 LAKH

9. Distribution of Respondents According to Occupation

a) RETIRED b) PRIVATE JOB

c) GOVT JOB d) STUDENT

e) BUSINESS

10. How many years have you been using VMART Products?
a) 1-2 Yrs b) 2-3 Yrs.
c) 3-4 Yrs d) More Than 4 Yrs

54
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