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A THESIS

ON

STUDY ON THE COMPARISON

BETWEEN THE MARKETING STRATEGIES OF

VISHAL MEGA MART & SMALL RETAILERS

SUBMITTED TO:SUBMITTED TO:

Mr.Mr. AmitAmit JoshiJoshi

(Faculty Guide)(Faculty Guide) SUBMITTED BY:SUBMITTED BY:

CharuCharu SethiSethi

MBA IVMBA IV

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To study the marketing strategies of the big retailers like Vishal megamart and small retailers.

To know what market is more popular among the customers and why is

it so?

To know that how they maintain and attract the customer base tomake more & more profits and revenue.

LIMITATIONS OF THE STUDYLIMITATIONS OF THE STUDY Timeliness

Limited sample size

Another limitation is with respect to money, area and resource

constraints.

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A marketing strategy is a process that can allow an organization toconcentrate its limited resources on the greatest opportunities to increase

sales and achieve a sustainable competitive advantage

Customer Satisfaction is the main goal

Advertising, Channel marketing, Internet marketing, Promotion and

Public relations.

In retail outlets like Vishal Mega Mart lots of people work together to

achieve the targets and also to promote the products.

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Product

Price

Place

Promotion

Physical

Evidence

Price

Plac

e

Promotion

Produc

t

Proces

s

People

THE SEVEN

Ps

THE FOUR Ps

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Retailing consists of the sale of goods or merchandise from a fixed

location, such as a department store or kiosk, or by post, in small or

individual lots for direct consumption by the purchaser.

ARetailer is the key player in the Marketing Process as he regularly

interacts with the end consumers.

Retailing can be defined as a set of Marketing activities designed to

provide satisfaction to the end consumer and profitably maintain thecustomer base by continuous quality improvements across all the areas

concerned with selling Goods & Services.

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MANUFACTURE

R

WHOL-

SALERRETAILER

FINAL-

CONSUMER

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STRATEGIES BASED ON

MARKET

LEADER

CHALLENGE

R

FOLLOWER

GROWTH -STRATEGIES

HORIZONTAL -

INTEGRATION

VERTICAL INTEGRATION

DIVERSIFICATION

PORTER GENERIC

STRATEGIES

PRODUCT -

DIFFERENTIATI

ON

MARKET-

SEGMENTATI

ON

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PRICING STRATEGIES ADOPTED

BY BIG RETAILERS

COUPON

S

PRICEBUNDLING

ODD-PRICING

PRICE-LINING

OTHER STRATEGIES

REBATES DAY-LOW

PRICING

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Analysis of Customers Perception aboutRetail store VishalMega Mart & Small Kirana stores(retailers)

Chi square test is applied to find out the significant difference

between the gender and level of satisfaction.

NULL HYPOTHESIS (H0): There is no significant Difference

between the customers perception about Vishal Mega Mart and Small

retailers (Kirana Store).

ALTERNATIVE HYPOTHESIS (H1): There is a significant

Difference between the customers perception about Vishal Mega Mart

and Small retailers (Kirana Store).

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PARTICULARS VISHAL MEGA

MART

SMALL

RETAILERS

TOTAL

70% FEMALE 60 10 70

30% MALE 15 15 30

TOTAL 75 25 100

CONTINGENCY TABLECONTINGENCY TABLE

OBSERVED

VALUE (O)

ESTIMATED

VALUE (E)

(E-O) (E-O) 2 (E-O)2/E

60 52.5 -7.5 -56.25 1.07

15 17.5 2.5 6.25 0.35

10 22.5 12.5 156.25 6.95

15 7.5 -7.5 -56.25 7.5

TOTAL 15.87

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Calculated Value = 15.87

Tabular Value = .00398

Degree of Freedom: (Row-1) (Column-1)

(2-1) (2-1) = 1 Degree of Freedom

TABULATED VALUE AT 5% LEVEL OF SIGNIFICANCE AND 1 DEGREE OF

FREEDOM =.00398.

SINCE, the calculated value is greater than the tabulated value hence we reject the null

hypothesis. HENCE, there is the difference between the customers perception and buyingbehavior about Vishal Mega Mart and SmallRetailers.

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Demographical Analysis of Data

1. Gender of theRespondents

Table1: Gender of the respondents

S. No. Gender Frequency Percent

1. Male 30 30

2. Female 70 70

Total 100 100

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30%

70%

Percent

Male Female

Interpretation: - It is obvious from above table1 that 70% of the

respondents are Female and 30% of the respondents are male out of 100

respondents.

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2. OCCUPATION OF THERESPONDENTS :

The details of the occupation of the respondents are given in table below:Table 2: Occupation of theRespondents

S. NO. OCCUPATION OF

THERESPONDENTS

FREQUENCY PE RCENTAGE

1. BUSINESS 15 15

2. STUDENT 15 15

3. HOUSE WIFE 15 15

4. PROFESSIONALS 20 20

5. GOVT. EMPLOYEE 25 25

6. OTHE RS 10 10

TOTAL 100 100

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Interpretation: - It is inferred from the above table2 that 15% of the respondents are doing business, 15% of the respondents are students, 15% of

the respondents are housewives,20% of the respondents are professionals,

25% of the respondents are govt. employee and rest 10% are others.

15%

15%

15%

20%

25%

10%

PERCENTAGE

BUSINESS STUDENT HOUSE WIFE PROFESSIONALS GOVT. EMPLOYEE OTHERS

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3. Buying behavior of theRespondents

The details of the buying behavior of the respondents are given in table below.Table 3: Mode of Buying of theRespondents:

S.No. Buying Behavior Percentage

1. Big Retailers 55

2. Small Retailers 25

3. Both 20

Total 100

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55%

25%

20%

Percentage

Big etailers mall etailers Both

Interpretation: - It is clear from the above table 4 that 25% of the

respondents use Small retailers to buy, 55% respondents prefer big

retailers to buy & rest 20% respondents are using both the retailers either

small or big.

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4. Satisfaction Level of Customer

The details shows how much the customers get satisfied from the vishalmega marts services or from the small retailers.

Table 4: Satisfaction level of Customer

S. No Opinion Of Respondents Frequency Percentage

1 Satisfied form Vishal 65 65

2 Satisfied from Small Retailer 20 20

3 Cant Say 15 15

Total 100 100

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0

10

20

30

40

50

60

70

Satisfied form ishal Satisfied from Smalletailer

Cant Say

Percentage

ercentage

Interpretation: 65% of the customers are satisfied with their service of theVishal Mega Mart & 20% investors are satisfied from small retailers and

15% investors dont want to say anything or may be dont know..

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5.Customers perception towards the vishal mega mart & small retailers

The details show the perception of the customers about Vishal mega mart &

small retailers.

Table 5. Customers perception towards the vishal mega mart & small retailers

S No Opinion Of Customers Vishal mega mart Small retailers

1 Very Profitable 65 35

2 Less profitable 30 70

3 Average 55 45

4 Profitable 50 50

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0

10

20

30

40

50

60

70

Very rofitable ess profitable verage rofitable

CustomersPerception

Vishal mega mart

Small retailers

Interpretation: 65% of the customers think that the vishal mega mart is veryprofitable & 35% think that Small retailers is better. 75% of the people think

that Small retailers is less profitable & 25% of the people think that Vishal

mega mart is better. 55% of the people think that vishal is good or average &

45% thinks that small retailers is good. 50% 50% of the people think that

both are profitable.

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6.Schemes Provided by V ishal mega mart and Small retailers

The different services provided by Vishal mega mart & small retailers to itscustomers.

Table 6: Main Schemes provided by both vishal mart & small retailers

S.No. Different Schemes Vishal Mega

Mart

SmallRetailers

1. Discount offer 60 40

2. Coupons 75 25

3. Home delivery 35 65

4. Seasonal offer 80 20

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0

10

20

30

40

50

60

70

80

Discount offer Coupons ome delivery Seasonaloffer

Vishal Mega Mart

Small etailers

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One roof Store.

More Choices.

Discount Schemes.

Status Symbol.

Low Pricing.

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Should give Home delivery. Retailers should give exchange or return offer.

Offer more add-on services.

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