INTRODUCTION

V-VALUE I-INCREASE S- SHOPPING H-HYPER MARKET, A-AFFORDABLE L- LOW PRICE

Vishal Retail Ltd, a leading player in the Indian retail industry, is a pioneer in discount retailing and is focused on tier II and III cities in the country. It has a strong presence in manufacturing and retailing of readymade garments (apparels); retailing of non-apparels and a large variety of FMCG products. The company has pan-India presence with 159 mid-sized hypermarket format stores as on April 28, 2011 covering about 2.3mn sq ft retail space area. Vishal is supported by strong manufacturing set-up in

Gurgaon, Dehradun and Manesar with a capacity of 5,000 garment pieces per day in each unit. It also has 29 warehouses located in 8 key cities in India covering over 1.1mn sq ft area.Vishal started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomeration compassing 148 showrooms in 91 cities / 23 states. Indias first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India The group had a turnover of Rs. 1895.12 million for fiscal 2009, under the dynamic

leadership of Mr. Ram Chandra Agarwal. The group had of turnover Rs 2884.43 million for fiscal 2010 and Rs. 6026.53 million for fiscal 2011.The groups prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket. The groups philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors.

Company Background
Vishal Retail was incorporated on July 23, 2001 as Vishal Retail Private Limited as a retailer of ready-made apparels in Kolkata in 2001. The company has acquired the business of 'M/s The Vishal Garments' and 'M/s Vishal Garments' in 2001. In 2003, the company has acquired the manufacturing facilities from Vishal Fashions Private Limited and M/s Vishal Apparels.Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 2059292 lac sq. ft. in 18 states across India. Each store gives you international quality goods and prices hard to match. The cost benefits that are derived from the large central purchase of goods and services are passed on to the consumer.

The Founders

Mr. Ramchandra Agarwal

Mr. Surendra Agarwal

Mrs. Uma Agarwal

DETAILED OF Mr. RAM CHANDRA AGARWAL

Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited, He holds a bachelors degree in commerce from St.Xaviers college, Kolkata the group owes its origin to a small 50 sq ft shop in Kolkata's Lal Bazaar that started selling readymade garments. In tune with the pulse of the market, he envisioned a mega store that would sell garments at prices none other could match. . The first big store opened in Calcutta's Esplanade area in 1997, under the banner of Vishal Garments. He was involved in all the aspects of the business: right from sourcing the garments to interacting with customers. And this led to his greatest finding The Vishal Group. After identifying the immense market in fashion garment for the masses, He moved to Delhi in 2001 and opened his first store in Delhis Rajouri Garden by the name of Vishal Mega Mart (The

jewel in Vishal Groups crown) and then there was no looking back for Mr. Ram Chandra Agarwal. At present, in addition to garments, Vishal Mega Mart stores retail the entire range of household products, FMCG and electronic goods. Vishal's prices are roughly 15 to 20 per cent less than other mass market garment labels. Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited believes that the shopping habits of Indians are changing due to their growing disposable income, higher

aspirations, relative increase in the younger population, and the change in attitudes towards shopping. The emphasis has changed from price consideration to design, quality and trendy. Age is also a major factor that affects the spending decisions of an individual. Consumer spending is an important factor that affects the economic growth and development in a country. As a trend, consumer is more educated. He has access to all reforms taking place through various arrays of communication. He is becoming a value shopper everyday. Keeping this in mind, the group is now looking for franchisees to join hands with Vishal and grow under common banner. This partnership will help small retailers to survive the onslaught of organized retail as it will enhance their competitiveness. Small stores can avail of the benefits on account of the economies of scale, a key advantage for big retailers. As per the plans, Vishal Retail will completely take over the supply chain of its franchisees and provide them with technology, new practices, visual merchandising skill and special promotional schemes, besides its brand and costumer base. Some of the Franchisee exclusive business categories are Mens Fashion Ladies and Kids Footwear Toys and Games Home General Convenience (FMCG) CDIT Watches

Mobile

The Group also has a plan to raise around Rs 200 crore through preferrential issue in the next few months to fund the companys expansion plan. Mr. R C Agarwal said Rs 100 crore corpus raised through the initial public offering had already been utilized and more money was required to push the expansion plans further. The group has registered a consistent growth over the years. It recorded a whopping turnover of more than Rs.600 crores in 2010-11 as opposed to a turnover of Rs 288 Crore for 2008- 2009. This ascent has inspired the Group to chalk out an ambitious expansion program, with expansion and growth plans being implemented on different dimensions. Retailing is an engine for taking merchandise to the end-users. There is a lot of opportunity in this sector for us since demand of the potential consumers are not being met under the existing facilities. Therein lies the road to success. says Mr. R C Agarwal

Investment Rational

Vishal Retail sells ready-made apparels (including its own brands) and wide range of household merchandise and other consumer goods such as footwear, toys, watches, toiletries, grocery items, sports items, crockery, gift and novelties. Vishal is value Retail Company catering to middle and lower middle income groups. As Apparel segment contributes 63 percent; it has plans to focus more on FMCG. To reduce cost, Vishal does in-house production of apparels, Procurement of goods directly procurement of goods from the small and medium size vendors and manufacturers.Efficient Logistics and distribution system along with customized product mix at stores depending on the regional customer behavior and preferences Plans of penetrating deeper into Tier 1 and Tier 2 cities to bank upon early mover advantage, where organized retail is yet to make a significant mark,

which will help establish and build customer loyalty prior to other players. Higher margins of around 5-6 percent in private labels which account for 10 percent of sales in FY07.

Future Prospective

Vishal Retail Ltd has declared that the company has opened four new Showrooms at different localities. The company has opened a store at Shree Ram Palace, Main Delhi Road, Meerut. This is the companys second store in Meerut spreading across an area of 3,600 Sq. ft. (Approx). The company opened a store at Nauchandi Garh Road, Meerut commonly called Dreemz, Opp. Samrat Heavens, Meerut. This is the companys third store in Meerut covering up an area of 12,000 Sq. ft. The company has opened a showroom at Enclave, Near BSNL Office, Ranipur More, Haridwar. This is the companys first store in Haridwar spreading across an area of 9,545 Sq. ft. (Approx). The company opened its store at Arcade, Plot No. 5658, Dumas Road, Piplad, Surat. This is companys second store in Surat spreading across an area of 38,000 Sq. Ft (Approx). Vishal Retail Limited is an India-based retail company. It was established in 1986. It was formerly called Vishal Retail Private Limited and changed its name to Vishal Retail Limited in 2006. The company is based in New Delhi, India. As of August 8, 2007, the company operated 53 retail stores, including two stores that are operated by its franchisees. It sells readymade clothes, and a variety of household merchandise and other consumer goods, including toys, footwear, toiletries, sports items, watches, grocery items, crockery, novelties and gifts. Today, the stock is

hovering around Rs 724 on the Bombay Stock Exchange. Vishal Retail has seen a 52-week high of 812 and low of Rs 42

VISION 2010
The past 2-3 years have seen a number of developments in the retailing business in India. The entries of corporate houses like RPG, Tatas and Piramals have increased the capital availability in the market. Bigger players like Shoppers Stop are in a position to take advantage of their sizes in dealing with the manufacturers. Despite a slowdown in the economy, customer queues at the stores are not decreasing. Retail sector is bound to grow in the coming years. But how much and in what direction are the questions that need to be evaluated. Various agencies have made different estimates of the size of organized market in 2010. The one thing in common amongst these estimates is that the Indian organized Retailing industry will be very big in 2010. The status of the industry will depend a lot on external factors like Government regulations and real estate prices, besides activities of the retailers and demands of the customers. Based on our analysis of present trends, and development of retailing elsewhere, we present our perspectives and snapshots of organized retailing, as it would exit in 2010.

BRANDS
OUR VISHAL APPARELS BRAND Vishal Mega Mart is one of Indias fastest growing retail chains. The chain currently has 51 company stores in 39 cities in India. The Vishal brand is known for great modern style for men, women and children. Vishal offers high level fashion styling. Since 1986, our name has been synonymous with quality, value and fashion integrity. We offer an unparalleled collection of clothes for the entire family. Each garment is hand selected for quality and contemporary styling. Vishal manufactures majority of its own garments and out sources some under its direct quality supervision. This enables us to offer the lowest possible and most reasonable price Our goal is to provide a range of fashion wear to suit every pocket. Our product mix represents the most current fashion trends in tops, bottoms, formals and accessories for men, women and kids . Our courteous staff will ensure that consumers get a perfect fit.

PRESENT SCENARIO
Our Products Categories
HOME FURNISHING Drawing Room Door Mat Carpet Curtains Bedroom Bed Sheet Pillows Pillow Cover

Kitchen Apron Kitchen Napkin more...

Bathroom Bath Mats Towel Gift Sets

FOOD MART FOOD & BEVERAGES Snacks Drinks

SPORTS & FITNESS INDOOR GAMES Basket Ball T.T. Boxing Kit Swimming Costumes Water Ball OUTDOOR GAMES Cricket Bat Bat Football Lawn Tennis Tennis Racket Tennis Ball

FOOTWEAR BOYS Shoes Sandals LADIES Shoes Slippers more... GIRLS Slippers Sandals MENS Shoes Slippers

TELEMART Communication Mobile Mobile Accessories Mobile Batteries Mobile Charger Mobile Dori

MENS Upper Shirt Casual Shirt Formal Lower Jeans(MP) Cotton Trouser(MPC)

Ethnic & Sports Night Suits T-Shirts Dupatta Sherwani

Winter Wear Suit(WMC) Blazer(WMB) Windcheater(WMW) Jacket

LADIES ACCESSORIES Upper Kurta Skirt Top Ethnic Nighty Lancha Sharara Salwar Suit more... Lower Pants Jeans Capri Winter Wear Jackets Stawl Blazer Track Suit

INFANTS Garments Hot Pant Frock Baba Suit Winter Wear Sweater Pull Over more... WOMEN Sarees Fancy(SRF) Synthetics Banarsi Jewellery Necklace Ring more... Personal Items Cap(LCA) Socks(Las) Accessories Bed Sheet Under Garments Socks

Cosmetics Lip Gloss Nail Polish

KIDS BOYS Lower Jeans Bermudas Dungries Upper Shirt Formal T-Shirt more... Sets Night Suit Baba Suit Winter Wear Suit Blazer Jacket

Ethnic Kurta- Pyjama Sherwani

KIDS GIRLS Lower Hot Pant Upper Tops(GWT) Frock(GFK) more... Sets Night Suit Ethnic Sharara Lancha Winter Wear Hipster Set

TRAVEL ACCESSORIES Luggages Suitcase Portfolio Bags Shoulder Bags Executive Bag School Bags

Pouch & Cases Waist Pouch Vanity Cases

HOUSEHOLD AcrylicWare Dinner Set Home Aids Floor Wiper Sanitary Brush General Plastic Goods Coffee Mug Bucket Glass Ware Cup Lemon Set Copper Jug Pressure Cooker Cooker Pressure Pan Electrical App. Steel Cake Server Non Stick Handi Dosa Tawa Bone China

Chopper Microwave Oven Thermo Ware Tiffin Container

Soup Set Dessert Set Porcelain Cup & Saucer

LIFESTYLE

Time Zone Ladies Wrist Watch Mens Wrist Watch

Opticals Ladies Sun Glass Mens Sun Glass

Gifts & Novelties Flower Vase Key Chain

Mens Accessories

Electric Perfume/Deo & Electronics Items Battery(ABT) Calculator(EEC) Spray Deo

Belts Wallets more...

TOYS & GAMES Soft Toys Musical Toys Non-Musical Board Games Wooden Blocks Puzzles more... Dolls Barbie Doll Other Dolls Infant Toys Teether Swing Cycles & Scooters Cycles Scooters Video Games T.V. Video Game Hand Video Game

STATIONARY School Exam Board Clay Party Stuff Balloons Ribbons Office Office File Punching Machine Paper Mart Diary File

Our Products
- GARMENTS

MEN

WOMEN

BOYS

GIRLS

INFANT TOYS

HOME FURNISHING

FOODMART

HOUSEHOLD

THERMOWARE

KITCHEN AIDS

VISHAL MEGA MART STORE OPERATIONS

The retail store is the place where customers take a decision on the purchase of the products offered by the retailer. The store also influences the perception that customers form in their minds about the store, the products services and staff. Therefore from managements point of view, operations of the store are a major element of costs. Therefore store becomes a critical asset of the retail business and it is imperative that the operations are managed well to achieve and sustain customer satisfaction and be cost effective. Managing store operations for a retail business is a challenging task. It requires integration among various functions within the store. When all the functions are performed in an integrated manner then only the store can run smoothly achieving full customer satisfaction. The retail store becomes of prime importance to the retail organisation, for basically two reasons. 1. Retail store is the primary source for revenue for the retailer. 2. It is the point where the customer actually interacts with the retail store and its offering.

COMPONENTS OF RETAIL OPERATIONS

Each and every process taking place in the store is defined in the Store Operations Manual. This document lists the tasks which need to be carried out at the store level; it states the responsibility and the time period in which these tasks need to be carried out. This document serves as a guide to efficient store operations. The task in the store can be broadly classified into following: 1. Store Administration and Management of the Premises; 2. Managing Inventory and display; 3. Managing Receipts; 4. Customer Service; and 5. Managing Promotion, Events, Alliances and Partnerships

Store Admininistration and Management of Premises Recieving and displaying goods

Providing customers 'shopping' experience

Recording sales

Managing Alliance / Partnerships and Promotions / Events

Figure: Tasks to be performed at the Store Level

As seen in the figure we can easily observe that each and every task is revolving around Customer Service as it is always at centre stage. Every task is aimed at providing customer an experience which leads to customer delight which is the only way vishal can stay ahead of its competitors and still run profitably. After receiving a service the customer evaluates post purchase and three possible outcomes are: 1. Actual performance matches expectation, leads to satisfaction. 2. Performance exceeds expectation and the consumer is Delighted and here customer is excited and does repeat purchases and involves himself into mouth to mouth publicity for the Store. Hence such customers are valuable assets to the 3. company. And the store should always try to gain delighted customers by their unmatchable service. This can help store achieve all its objectives. 4. Performance below expectations is the situation where customer gets unsatisfied and resorts to negative publicity of the store. This situation has to be avoided at all cost. This can do a very damaging impact on the store image and it becomes a very tough job to get back such a customer.

1. Store Administration and Management of the Premises

Management of Premises
Managing the operations of a retail store starts by determining how the tasks pertaining to the premises are to be performed. Now here we can understand how even minute things matter even managing our own premises can contribute heavily towards customer satisfaction. Some of the tasks which include in management of premises are: 1. Business hour duration: This is a very crucial decision to be taken by the management which is decided on the basis of target customers. Here the convenience for customer is given due importance. In case of vishal being a convenience store located at residential areas where customers start visiting the store as early as 9.00 am. The office going people can come and shop at that time for their daily needs after their morning walk. The same can be the case in the evening when customer wants to shop after their office hours. Providing flexibility to the opening and closing timings leads to customer convenience and which can help contribute towards reaching customer satisfaction and delight.

2. Judicial use of Air Conditioners: Air Conditioner provides a congenial environment where we want our customers to stay and spend more time in the store. This is done basically for two reasons: a. Providing customers an experience and comfort while shopping which will definitely help achieve satisfaction. b. As the customer spends more time in the store it will definitely have a positive impact on ticket size which means more revenue and profit. But while using A.C. judicial use is talked as we know that we have to function under certain constraints where we have to minimize the costs also. During lean hours (1.00 P.M to 4.00 P.M)

there is no need to run A.C on full capacity and during rush hour (after 6.00 P.M) A.C can be run on full capacity. Therefore by following the above the store maintains a delicate balance while trying to achieve Customer Delight and escalating costs and hence satisfying both conditions. 3. Store Layout: The store layout should be planned in such a manner that customer finds enough space for movement. The layout should be in such a systematic manner that customer can easily locate products he/she wants to purchase. At vishal megamart a very impressive layout has been put in place where customer easily finds what he wants.

TILL DAIRY NON-FOOD (Personal Care)

HOME FURNISHING

MOBILES PERSONAL CARE PLASTIC WARES PROCESSED FOODS FOOD & BEVERAGES

TILL

PROCESSED FOOD

EXIT STAPLES FOOD & BEVERAGES VEGETABLES FRUITS & VEGETABLES PROCESSED FOOD STAPLES

PROCESSED FOOD

Customer Service

BEVERAGES/DAIRY

Store Layout: vishal megamart fatehabad road

Store Administration
Store Administration deals with various aspects like the cleanliness of the store premises, maintenance of the store faade and display, etc. Apart from these it is also responsible for utilizing the store personnel effectively. Tasks involved in Store Administration which can contribute towards achieving customer delight: 1. Floor Maintenance: The premises of the store need to be maintained as per standards decided upon by the management. Floor cleanliness and merchandise arrangement play a very crucial role in creating an image of store in the minds of the target customers. This is crucial when customer tries to evaluate several stores and matches the pricing of products offered with the services provided by the store. Therefore when a customer tries to compare Vishal megamart with Fair Price store, Fair Price fails terribly as Vishal megamart has specially emphasized on its services apart from pricing strateg

At Fair Price the products are scattered on the floor and customers are also not attended to the level Vishal megamart does. Hence providing products at cheaper price is not the only factor which customer considers from where to buy. But Vishal megamart is using a combination which definitely making it lead is that it is providing all services a convenience store can provide but at better price which is leading to Customer Satisfaction and Delight.

At Vishal megamart very impressive initiative was taken to maintain its overall store floor maintenance in the name of Operation Shine where days were systematically

assigned for a particular task and at end of it store performance was evaluated for each store which lead to store maintained and cleaned which gave a very good signal to its customers for its uncompromising take on floor maintenance.

2. Manpower Planning: The next most important thing that a customer looks after entering the store is how Customer Care Associates (CCA) attend to them, how well a CCA and other staff members at the front end are dressed, educated and competent enough to respond to their queries. Manpower Planning may include certain functions like:

a. Shift Planning: A roster is maintained at a Vishal megamart Store in which the store manager plans and assigns optimum staff to each shift also considering weekdays and weekends. This is done basically on the basis of footfalls of customer at a particular time. Hence providing for more staff during evening hours when footfalls are high. The Store Manager also has to intelligently assign work to his staff members according to footfalls as he can assign routine work to supervisor and CCAs at lean hour of the day for work like stock take (Physical Inventory, Stock Indenting etc). He has to push his staff towards attending customers at rush hours ask them to drive sales through their efforts. This helps Reliance Fresh to not only increase sales but gain Customer Satisfaction and Delight.

b. In charge: For every task in the store a staff member is made incharge of that task so that no confusion is there on the floor and in the store as a whole. Various tasks like opening of store, indenting of F & V and milk, GRN, stock correction etc. is assigned among supervisors shift wise. CCAs are assigned bays and responsibility given to them regarding their bay regarding maintenance of Planogram, FIFO, FEFO, proper stacking etc. By doing the above the store can manage display efficiently and ensure the service of the store to an optimal level. [

MSRs are assigned to regularly make announcements of schemes offered by the store as it is very crucial as communication helps consumer make decision and push sales. This apart from the task of acting as a member of customer service desk and solving any customer complaints.

2. Managing Inventory and Display

The task of allocating the merchandise to the various stores rests with the category manager. At the store the staff manages this inventory. Each and every process is documented at the store level. Responsibilities with respect to merchandise at the store level involves receiving and inwarding the goods. Once the merchandise is received at the store, the quantity and other details are tallied with the documents accompanying the goods, to detect any discrepancies. Hand Held Terminal is used at Vishal megamart stores to directly scan and do the GRN for the products received. After receiving the goods the real play starts where an MBQ (Maximum Bin Quantity / Maximum display Quantity) is maintained which signifies the maximum quantity the store has to maintain of a particular product. It is done so that optimum level of inventory is maintained so as to optimize cost of holding a product. There is a limitation of the store that excess stock can be put as the space in the store is quiet costly and maximum space has to be utilized for purpose of displaying product to sell. Excess stock means blocking of valuable resources like money, leads to wastage due to breakage, shrinkage etc leading to direct losses to the company. A Target Stock quantity is set for each SKU and as it is a reorder level in the MBQ when the Auto Replenishment System automatically indents for the particular product and the product hence is sent by the distribution centre (DC).

This is most critical process as it helps prevent shortages in the store which can lead to customer dissatisfaction and even unwanted excess stock is avoided which spoils the display of store with products lying on the floor. Hence it is clear that even proper inventory management leads to proper customer satisfaction. Some important processes followed by Vishal megamart in inventory management helping them reach optimality in inventory levels and customer satisfaction is:

1. Physical Verification of Stock: Under this process stocks are physically verified and entered into the SAP. This activity is known as Stock Take. Any variation with the book stock is recorded. This helps the store to control its shrinkage if the SKUs are physically lesser than the book stock. Similarly excess stock if any is also recorded. The implication of these variations on planogram display is such that in case of Negative variation i.e. Physical Stock < Book Stock then it leads to shortages of that SKU as Auto Replenishment fails to function as inspite of stock in realty should have triggered the Target Stock but will not as the system shows that there is more stock (Book Stock). This causes great inconvenience to the customers like if a customer comes to purchase a product of daily requirement like Spices and he is not getting it regularly due to such a discrepancy he will definitely get unsatisfied and the store loses sale of that SKU due shortage inspite of demand. And in case of Positive variation i.e. Physical Stock > Book Stock it creates a different kind of problem where excess stock is sent by the DC and it becomes

difficult to manage it as it have to remain scattered all over the floor waiting for the stocks on the bay to get cleared. This also gives negative impression about the store as an ill managed store where products are scattered and there is problem in free movement. This should also be avoided.

2. Proper recording of Dump and Shrinkage: To maintain proper MBQ it is very important to regularly update dump and shrinkage. This has to be done apart from Stock take which is done once a month or as and when asked by the management.

3. Push Indenting of Promo article for a particular scheme: During an offer on a product a sudden spurt in demand can be seen which is quite temporary in nature. There it is not advisable to change MBQ as it is more permanent in nature. In case of upward revision of MBQ the product will be delivered in increased quantity even after removal of promo offer. There a temporary increase in indenting is done called Push Indenting. Hence after withdrawal of the scheme the product is delivered on the normal basis. 4. Revision of MBQ: There is also a process of revising MBQ in case there is a regular increase in demand and the store is maintaining lower MBQ meaning regular shortages. There an upward revision is done. In case of slow moving goods which the store manger feels is a drag on store performance and is just blocking space he can request for revising the MBQ to lower levels or removing it from the shelf altogether. The product has to be sent back to DC.

5. DSD Indenting: Direct Store Delivery (DSD) Indenting is done for very fast moving goods like beverages, highly perishable goods like ice-creams and also glass items which highly fragile in nature.On the part of consumer it helps him to receive products fresh in case of perishables leading to maintainability of high quality standards. On part of management it reduces cost of holding such perishable and fragile products as the store will receive from the vendor only products which are saleable and meet standards.

6. Markdown Process: It is process where store manager is authorized to reduce price of saleable quantity F&V, Bakery products or products which are nearing expiry and are expected to become dump if proper step of reducing price is not done.

The objective of this process is to reduce dump at store level and also sell non moving stock of such products

DISPLAY
A very integral part of managing inventory at store level is display it correctly. The best merchandise may remain unsold if it not displayed in a manner that is appealing and convenient for the customer. A very simple example can be illustrated like if rice packets are put on high bays it will become very inconvenient for which mostly female customer do the buying, hence would negatively impact sales. Display can be considered as a silent salesperson helping to self sell the products. Display is such a critical part in serving customers as it helps avoid confusion and guides customer to make prompt decision. Various methods are employed to impressively display products are: 1. Planogram (POG): A planogram is a diagram created from photographs, computer output that illustrates how exactly where every SKU should be placed. It is a visually appealing; represent the manner in which consumer shops (or the manner in which the retailer wants his customer to shop).

Planogram Display

2. End Caps: They are used to display promotional items which helps customer to easily identify schemes and offers on products. 3. Shelf Edge Labels (SEL): SELs are used to display the prices of the products. At Reliance Fresh, Hand Held Terminal (HHT) is used to give commands for the purpose of printing updated SELs. This makes it quite convenient for the CCAs to promptly change the SELs. A portal is there in place through which the print command is accepted and prints given. 4. Shelf Talkers: These are used to display promotional schemes on a visually attractive format. All of the above are used to impressively inform the customer about running promotions and availability of products.

3. Managing Receipts
Managing receipts involves defining the manner in which the retailer is going to receive payments for the sales. At Vishal megamart the payment is received in the following forms: 1. Cash 2. Credit / Debit Card All the responsibilities pertaining to Cash management is on Commercial & Accounts (C&A). The prime responsibility of C&A is Till Management. He has to ensure proper and smooth running of Tills. He maintains changes and float cash (Rs.1500) in the till.

He has to ensure that there is no long queues while bill, if at all there is he has to open another till. Almost every CCA is trained to run the billing which is done on Retailix software. It is a known fact customers are reluctant to shop on places with long queues. There Queue Management is a very important as proper customer service is concerned and helps toward customer satisfaction

4. Customer Service
The customer service policy adopted by Vishal megamart is quite impressive and definitely helping it to achieve customer satisfaction and delight. The customer service policy is put into practice by the store staff primarily by the MSR and then Supervisor on the floor. This policy doesnt begin and end at the customer service counter in the retail store. Every staff member is advised to ensure that the customer, who comes in contact with him/her, is comfortable and has a pleasant shopping experience. An important aspect which affects a customers perception of the retail store is the experience that he has while billing the products purchased by him. While a customer may spend hours choosing the product that he like waiting for a long time of payment. Long queues result in disgruntled customers. Vishal megamart operations is geared to

handle such a situation. It has provided proper training to each staff to handle cash counters. Several important steps have been taken by Vishal megamart to serve its customers better: Customer Greeting: Every staff member has been asked to make eye to eye contact with customers and greet them on first contact in the store. PR & Rapport: Staff members are advised to make good personal relations with its customers and make a good rapport.

Proper Attention & Assistance: In case a customer has any query the staff member in contact is supposed to give proper attention and assist him/her with proper solution. Enrolling in Loyalty program: MSR is expected to make new member in its loyalty program. It helps company to study the customers changing taste and preferences. It also helps Vishal megamart to regularly communicate to its customers on latest promotions.

On the part of customer feels alighted for being a part of such a program where he is given due attention and also offered loyalty bonus points which can be encashed on a regular basis.

Telecalling: Telecalling is also done from the store by the MSRs to the regular members for informing them about latest promotional offers and schemes. Home Delivery: This facility has also been introduced to give customers a more customised service. Scheme Announcements: Regular announcement is done within the store to communicate to its customers about schemes and offers. Addition of items at store level: Items can be added at the store level if there is a persistent demand of that product. This has to be conveyed to the category team which further does the needful.

Newspaper Insertions: Insertions on weekends about the offers are done to communicate to its customer. Putting up banners in catchments: Also done to communicate to its customers. Upselling by Staff members: The staff members upsell their products like if a customer has purchased for Rs.700 the staff member communicates about scheme on high value purchase like plate set free on purchase of Rs.999/- which benefits the customer as he/she gets a good offer and as a retailer Reliance Fresh gets an opportunity to increase ticket size as well as win customer loyalty.

Maintenance of Complaint Book: A complaint book has to be maintained at the customer service desk where incase of customer wanting to lodge complaint can do it. This has to be resolved in a specified time.

All of the above plays a major role in creating an atmosphere which leads to a Customer Delight.

5. Managing Promotions

Events and promotions are very much a part of the retail marketing scene. In order to enable the success of such an event or a promotion, the store is geared up with prior preparation of such an event. At Vishal megamart a KIDS CARNIVAL was organised where blank sheets was given to kids who had to draw painting and submit in a day. Gifts were distributed to them. This type of events create a bond with its participants and when they are children it becomes more important as we know there importance in decision taken even by their parent.

Thus from all of the above we come to understand how most of the process in Store Operations if direct intelligently can reduce costs apart from an important aspect of achieving Customer Satisfaction and Delight which will contribute towards long term success.

RESEARCH OBJECTIVE

It is said that the well defined objective is half attained. In order to make sure that a proper research has been taken ensures defining clear cut objectives and outline is a prerequisite. The research objectives of the study are:-

To find out the consumer perception about the organization retailers with reference to Vishal mega mart.

To study the buying behavior pattern of the customers of Vishal mega mart.

To find out the factor which influencing the consumer buying behavior at Vishal mega mart.

To analyze the foot fall concession strategy used by the Vishal mega any its input on the consumer

RESEARCH METHODOLOGY
The second stage of marketing research calls for developing the most efficient plan for gathering the needed information. Designing the research plan calls for decision on the data sources, Research Approaches, Research Instrumental, and Sampling Plans & Contact Methods. Research methodology deals with the various methods of research. The purpose of the research methodology is to describe the research procedure used in the research. Research methodology overall includes the research design, data collection method and analysis procedure which are used to explore the insight information from the research problem. Research methodology helps in carrying out the project report in by analyzing the various research findings collected through the data collection methods. Marketing Research is the backbone of marketing. The objective of my research is to study the consumer perception about Parle agro product in rural market of Agra region. The nature of my research is exploratory research. Its goals to shed light on the real nature of the problem and to suggest possible selection and its involves number of steps. RESEARCH DESIGN Research design is an important and the vital part of the research. Research design is a comprehensive master plan specifying the procedure for collecting and analyzing the needed information. Research design provides an excellent framework for the research plan of action. The function of the research design is to ensure that the required data is in Accordance; research design is a blue print for the research study, which guides research in collecting and analyzing the data. Here in the project I have used two type of research design. 1. Exploratory Research Design 2. Conclusive Research Design

EXPLORATORY RESEARCH DESIGN Exploratory research design helps the researcher in getting the insight information from the research problem. Generally all the marketing research is done with help of this design as it provides sharp focus of the problem under research. Exploratory research lays emphasis on the discovering of ideas and possible insight to get the information needed to carry out the research. This has been used in the research design for project under study.

CONCLUSIVE RESEARCH DESIGN Conclusive research design is the design, which helps the researcher in studying the research problem in the conclusive form; this helps the researcher in choosing the possible cause of action from various alternatives to make a rational design. Hence this type of research has being used in this research project. SOURCE OF DATA The task of data collection begins after a research problem has been defined and research design /plan chalked out. I shall collected my research data from secondary as well as primary sources from random sampling survey. The success of any project or market survey depends heavily on the data collection and analysis. It is necessary that the data collected is a reliable data in order to achieve the research objective. All data sources can be classified into two: 1. Primary Data 2. Secondary Data

PRIMARY DATA: Primary data is the data, which are fresh and collected for the first time, and are original in character. There are various Primary Data Collection techniques, which have helped in data gathering.

SECONDARY DATA: Secondary data are those data, which have been already collected or published for the purpose other than specific research need at hand. This data is simply used up by the researcher for his purpose of collected data and its used for the same purpose. The secondary data sources here in this project are: a. Websites b. Books

QUESTIONNARE Name: ______________________________________ Contact No.__________________________________

1) Spending pattern of regular customers of Vishal megamart & others (a) Vishal megamart (b) bigbazar (c) Neighbourhood Kirana Store (d) Others 2) Monthly Expenditure (Rs.) on Food and Grocery (a) < 2500 (b) 2500 - 5000 (c) 5000 - 10000 (d) 10000 & Above 3) Preferred Schedule of Purchase (a) Monthly (b)Weekly (c) Daily

4) Total spend in Vishal megamart (a) 0% (b)1% - 25% (c) 25% - 50% (d) > 50%

5) Total spend in Vishal megamart on F & V (a) 0% - 25% (b) 25% - 50% (c) 50% - 75% (d) > 75% 6) USP of Vishal megamart as viewed by the customers. a. Better Price b. Freshness & Quality of Products c. Merchandise

d. All of the above

7) Prime Factor on which the Respondents decided from where to purchase

(a) Better Price (b) Freshness & Quality of Products (c) Merchandise (d) Service