Shpping Mall Observation

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Customer Observation Page 1

VISHAL RETAIL PVT. LTD. HISTORY

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is

today a conglomerate encompassing around 183 showrooms in 110 cities / 24 states. Indias

first hyper-martet 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.

VRPL was incorporated on July 23, 2001 under the Companies Act, 1956 as Vishal Retail

Private Limited. VRPL was converted to a public limited company on February 20, 2006. At

the time of incorporation, the registered office of VRPL was situated at 4, R. N. Mukherjee

Road, Kolkata 700 001. Subsequently VRPLs registered office was shifted to 54/ 4C, StrandRoad, Kolkata 700 006 on August 1, 2001 and on February 14 2004, VRPLs registered office

was shifted to Mouza Kuch Pukur, P.S. Bhangore, 24 Paragnas (South), West Bengal. On

December 29, 2005, VRPLs registered office was shifted to RZ-A-95 & 96, Road No. 4, Street

No. 9, Mahipalpur Extension, New Delhi 110 037, which is the present registered office of

the Company. The fresh certificate of incorporation consequent on change of name was

granted to our Company on February 20, 2006 by the Registrar of Companies, West Bengal.

With a business purchase agreement dated November 23, 2001 executed between VRPL

and Mr. Ram Chandra Agarwal (carrying on proprietorship business in the name of M/s The

Vishal Garments) and Mrs. Uma Agarwal (carrying on proprietorship business in the name ofM/s Vishal Garments), VRPL acquired the business of M/s The Vishal Garments and M/s

Vishal Garments, and the said businesses were transferred to VRPL as a going concern with

effect from December 15, 2001.

With a business purchase agreement executed between VRPL and M/s Vishal Fashions

Private Limited, they acquired the business of manufacturing of readymade garments as a

going concern with effect from March 31, 2003. VRPL went into backward integration by

acquiring a manufacturing unit for readymade garments.


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Shopping Mall Observation at Vishal Mart Dimapur

An observation was conducted at Visha mart Dimapur from 9:30 A.M. to 1:00 PM Noon. On Saturday,

September 24th, 2011. There were many different types of ethnicity and different ways of how people act.On the observation day, there were many people in groups of three or more. People tend to just worry

about themselves and their own group. Many families brought lit tle kids. People are so unique in so many

ways such as different cultures, views, and perceptions. The sample size was 20 the observation was done

through disguise method on different age groups and size of the people that come in like single, couple,

family etc.

Family:The family group is the maximum customer in the vishal mart. They come along with their children

and even with their grandparents, after they enter they usually stop in the ground floor however they do

not purchase any items in the ground floor, most of them take the right turn while entering the mall. They

usually buy the household items first like carpet, food items etc. followed by buying thing for their kids.

Most of the parents seem to be much concern with the household items and their kids. The families pay the

bill in the first floor counter.

Couple: These include newly marriage couple, un-marriage couple. They are comparatively less as compare

to the big families who visit the vishal mart. They have the same shopping style both the couple usually stop

in the ground floor however no items is pick. They are the happiest shoppers in the vishal mart; they really

take the each other concern before they actually take the items. After finishing the shopping they also pay

in the first floor counter which makes the counter to be the busiest counter among the three.

Young Girls: These are the young girls like colleges going and working class people. These girls are grouped

in two, three, four and even more than five in numbers. However after they enter the mall they usually

divided into smaller groups, these girls do not stop in the ground floor they directly go to the first floor

where the girls items are available. They make purchase in the first floor for themselves and after which

they take some chips, biscuits etc. it was also found that most of the girls who came in group after finishing

shopping for themselves assist other also half the girls came to accompanied they friends. They paid the bill

in the ground floor.

Young boys: These are the school and colleges going boys they come in group numbering two to three.

They do not buy much of the items they are just for visiting. They check the cloths, pants etc starting fromthe ground floor, second floor and the third floor.

Single: This refers to the people, who come individually ie adult, young boys and girls, they consumed less

time while shopping. They go directly to the floor first and second floor and pay the bill in the ground floor.

Single individual visiting the vishal mart is very less. They usually purchase for their own so the time

consuming is less.


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Conclusion

During the observation it was found that customers become loyal to few brands and also most the visit ing

customers are middle income level class people. The maximum visiting customers are the big families,

majority of the customer are female in the Vishal mart. The billing counter of the first floor is the busiestamong the three. It was found that the major problem faced by the customers is the crowed at the cash

counter the life of todays generation has become very fast. They dont want to wait in a queue for a longer

period. Thus vishal must provide more cash counters, one advantage is that there is only one mall in the city.

Customers are becoming price conscious they are having many options in the market considering the

consumer buying behavior the malls should take certain definite steps like retaining customers by giving

those schemes discounts and better service. Basing on the information obtained through observation the

few recommendation are made.

Recommendation

1. It is recommended that Vishal Dimapur should target various schemes, offers, loyalty programmers to the

20 to 35 age group and especially female consumer who posses the highest buying power in any household,

because these consumers group have greater potentiality of being customer. If company treat this

population very specially and knowledgeably they are likely to develop into loyal customers of the Vishal

Mart Dimapur.

Consumers most prefer to buy food items, grocery and oil ghee from the Vishal Mart store. It is suggested

that the company should adopt aggressive marteting campaigning and advertising during times of seasonal

bulk items like wheat, oil, ghee, spices etc. and provide fair discounts on bulk purchase.

2. From the consumer perception evaluation of the store and services it is recommend that Store should

maintain the quality level in each categories of product.

As the population data from the study reveals that majority of consumers visit to Vishal Mart are middle

income level classes that are their household income lies among 5000 to 20000 every month they tend to be

very pricing conscious consumers. Thus From the study it is also suggested that store should maintain the

economical and at least martet rate prices in each categories of product.

3. Store should come up with the new and differentiated ways of advertising for scheme awareness among

consumers through telecalling, various events, exhibit ion, etc. because in competit ive martet, to sustain the

company, Vishal Mart can differentiated its retail store on the basis of schemes, personalize services and

store display & designs with the help of competit ive advertisements, it can easily give strong competition to

the others which are not presently having the large infrastructure. So company must take an advantage of

comparative advertisement and try to make strong long term bonds with the consumers.

Prepared by

Y. Abraham Konyak

Shpping Mall Observation

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