This research would facilitate to bring out the qualities

and factors which influence consumer to buy form Easy

day and Local Mom & Pop stores. The data is being
collected from Primary sources. Primary research has
been conducted on 100 Customers of easy day as well
as local mom & pop stores through Questionnaire &
Personal interview. For fulfilling our research objective
we are majorly taken into consideration House makers.
This study analyze the customers response towards
Easy day. Thus data has been systematically analyzed
and presented in a justifiable manner for the better
presentation and good understanding of the viewer.

Introduction
As customers tastes and preferences are changing, the market
scenario is also changing from time to time. Todays market scenario
is very different from that of the market scenario before 1990. There
have been many factors responsible for the changing market scenario.
It is the changing tastes and preference of customer which has bought
in a change in the market. Income level of the people has changed;
life styles and social class of people have completely changed now
than that of olden days. There has been a shift in the market demand
in todays world. Technology is one of the major factors which is
responsible for this paradigm shift in the mark. New generation
people are no more dependent on haat market and far off departmental
stores. Today we can see a new era in market with the opening up of

many departmental stores, hyper market, shoppers stop, malls,

branded retail outlets and specialty stores.
Our study is based on a survey done on customers of a Department
store named Easy Day and Local Mom & Pop Stores. Our study is
on determining the customers buying behavior and the satisfaction
level of customers in Easy day & Local Mom & Pop Stores. Our
study emphasis on the impact on Local Mom & Pop Stores after
advent of Easy day in Bareilly. Will find out the current status of Easy
day and determine where it stands in the current market.
This market field survey will help in knowing the present customers
tastes and preferences. It will help me in estimating the customers
future needs, wants & demands.

Apparels and Non Apparels

Under category management for, say, apparels, VRPL create and cater to products across
length and breadth of a category at different price points, fabrics, designs, shapes, seasons,
colors and sizes.

VRPL formulate annual merchandising plan for each division of

merchandise taking into consideration factors such as past sales data, regional customer tastes
and preferences, number of stores (established and proposed), likely fashion and trends, inhouse production resources, vendor management and price. Each division is further divided
into major categories (for instance, mens apparel as a division is further divided into three
major categories, namely, upper, lowers and sports and ethnic wear). These major categories
are in turn segregated into various subcategories. For example, mens upper as a major
category would be further divided into several sub-categories such as formal shirts, casual
shirts, party wear etc. Each sub-category consists of pre-defined SKUs, which are classified
on the basis of price point, brand, style, pattern and size.
VRPL draw annual sales projections for different SKUs and, accordingly, ascertain their
sourcing requirements. Based on such information and lead time estimates for supplies,

purchase orders with delivery schedules are issued. The inventory position for each SKU is
reviewed fortnightly taking into account the actual sales and variations from the budgeted
plans. Regular visits to the stores are made by the category merchandising team to identify
the slow-moving-SKUs and explore the options to expeditiously dispose of them.
For certain non apparel categories, their merchandise planning and scheduling also depends
on introduction of new products and schemes by the vendors. For instance, if a branded home
appliance manufacturer replaces a product with a new version, then their planning for the
product would need to be reviewed based on the acceptability of the new version.
In-house Manufacturing
VRPL benefit from backward integration and in-house manufacturing of part of the apparel
products sold in their stores. Through their manufacturing capabilities, VRPL is able to attain
relative independence from intermediaries with a competitive advantage in terms of value and
cost. VRPL use their manufacturing strengths to focus on enhancing product knowledge and
their experiences from manufacturing enable them to negotiate better terms from the vendors
and job workers.
VRPL currently have an apparels manufacturing plant at Gurgaon, Haryana. The
manufacturing plant is well-equipped with fully automatic machines for fusing, buttoning,
embroidery and welt pocket-making operations. The factory has a capacity to manufacture
5,000 pieces per day. The plant was commissioned in 2004 and achieved a capacity
utilization of 80%. It has 450 machines and is operated by 500 workers. Further, VRPL are
exploring the possibilities for establishment of another manufacturing facility, for the
purposes of which they have acquired certain portions of land admeasuring 7.24 acres in
Dehradun, Uttaranchal.
In addition to in-house manufacturing, they have outsourced some parts of the manufacturing
to job workers who work in their factory premises. VRPL undertake quality control
measures by way of random sampling to ensure the pre-determined quality standards are met.
To verify that the quantity of supplies is as per the order, they undertake count-check for
every receipt of the goods.
VRPLs manufacturing team works closely with their design team to understand trends,
develop products, value engineer and finally create season wise collection that cater to
regional tastes.
Purchasing
Purchasing or vendor management assumes critical importance in retail business where one

has to deal with multiple products. VRPL have in place a vendor management system, under
which they identify vendors all over the country and overseas and seek to develop alliances
and arrangements with them. They regularly interact with the vendors and share information
such that the vendors remain familiar with their goals and targets. It has been their strategy to
procure goods from small and medium sized vendors and manufacturers, which they believe
has led to reduction in the cost of goods they sell and increase in their profitability.
Upon ascertaining the procurements needs based on each SKU, VRPL explore the various
options for sourcing the products. They continuously strive to procure goods from the place
of origin to reduce the costs and control the quality. For identifying the vendors, VRPL assess
the various possible options on factors such as capacity, credibility in the market, quality
awareness and experience.
After identifying the vendors for the goods, VRPL place purchase orders based on their SKUwise plan, estimated lead time of each vendor and quantity to be procured from each vendor.
VRPL follow a policy of payment on delivery to negotiate better prices with the vendors
and in certain cases they also release payments in advance. To ensure quality of supplies,
VRPL check quality by way of random sampling at the time of receipt of the goods. To verify
that the quantity of supplies is as ordered, they undertake count-check for every receipt of the
goods. For FMCG products, VRPL procure from large as well as small and medium size
manufacturers. For procurement from the large manufacturers or their distributors,
they endeavor to enter into formal arrangements for supply of products to all
VRPL stores, such that they are able to derive fixed margins from sales of such products,
irrespective of the locations. Under these agreements, they benefit from special discretionary
discounts and offers directly from the manufacturers or their distributors.

VISHAL Apparels Brand

Vishal Mega Mart is one of Indias fastest growing retail chains.. The
chain currently has 172 company stores in 24 states / 110 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 prices.
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.

Popular Brands are:

Zeppelin :
Kitaan Studio :
Blues & Khakis :
Paranoia :

Mens Shirts & Trousers

Mens Shirts & Trousers
Mens Trousers
Mens Shirts & T-Shirts

Fizzy Babe :
Jasmine :
Zero Degree :
Soil :

Chlorine :

Mens Shirts

Massa Bay :

Fume :

Mens
Shirts,
UnderGarments.

Apparel Manufacture

T-Shirts,

Ladies & Kids Girls

Ladies & Kids Girls
Kids Boys
Mens Shirts
Mens
Trousers
Bermudas

&

The basic raw materials required for the manufacturing process of apparels includes fabrics
and accessories. VRPL merchandising teams source fabrics from local manufacturers in India
depending upon their production plan. VRPL also source fabrics from the place of origin.
VRPL source various other components and accessories from vendors in various parts of the
country and also import them from China.
Inventory Management, Distribution Network and Logistics
VRPLs distribution network and logistics encompasses all activities to ensure that goods are
dispatched in right quantities and at right time to reach stores with sufficient time in hand to
promptly cater to customer demands and optimization of inventory position.
They have built a system to monitor the inventory position on a real-time basis at each store,
under which a stock requisition or delivery order is generated when pre-determined stock or
re-order levels are reached. The re-order levels for stores are
determined based on factors such as display levels, lead time for replenishment and average
daily sales. VRPL review these re-order levels on continuous basis to factor in variances in
demand based on seasons, trends and promotional schemes.
VRPL have seven distribution centers over approximately 385,033 square feet. These
distribution centers are located around Kolkata (West Bengal), Thane (Maharashtra), Jaipur
(Rajasthan), Ghaziabad (Uttar Pradesh), Ludhiana (Punjab), Gurgaon (Haryana) and
Mahipalpur (New Delhi). VRPL have clearly demarcated the stores which will be serviced by
each distribution centre. The reorder levels for distribution centers are ascertained on the
basis of factors like average daily sales of all the stores services, lead time for replenishment
and buffer stock, which caters to both the existing and proposed stores to be fed. As for the
stores, they regularly review these re-order levels.
VRPLs distribution centers and stores are connected through company-wide virtual network
connection through broadband which helps to efficiently manage their network of stores and
distribution centers throughout the country.
They primarily utilise their own vehicles to transport the inventory to their stores from the
distribution centers. In addition, VRPL use the services of logistic solution providers
including low cost transport service providers in order to deliver products on time to VRPL
stores and optimize transportation costs. Distribution centers operations have been
streamlined through the standardisation of racking system, layouts and implementation of
automatic replenishment system.
Under arrangements with some of their merchandise manufacturers, they receive payment on
account of display of their products.

Product Categories

- HOME FURNISHING
Drawing Room
Door Mat
Carpet
Curtains
Kitchen
Apron
Kitchen Napkin

Bedroom
Bed Sheet
Pillows
Pillow Cover
Bathroom
Bath Mats
Towel Gift Sets

FOOTWEAR
BOYS
Shoes
Sandals
LADIES
Shoes
Slippers

GIRLS
Slippers
Sandals
MENS
Shoes
Slippers

MENS
Upper
Shirt Casual
Shirt Formal
Ethnic & Sports
Night Suits
T-Shirts
Dupatta
Sherwani

Lower
Jeans(MP)
Cotton Trouser(MPC)
Winter Wear
Suit(WMC)
Blazer(WMB)
Windcheater(WMW)
Jacket

LADIES ACCESSORIES
Upper
Kurta
Skirt Top
Ethnic
Nighty
Lancha
Sharara
Salwar Suit

Lower
Pants Jeans
Capri
Winter Wear
Jackets
Stawl
Blazer
Track Suit

INFANTS
Garments
Hot Pant
Frock
Baba Suit

Accessories
Bed Sheet
Under Garments
Socks

WOMEN
Sarees
Fancy(SRF)
Synthetics
Banarsi
Jewellery
Necklace
Ring

Personal Items
Cap(LCA)
Socks(Las)
Cosmetics
LIp Gloss
Nail Polish

KIDS BOYS
Lower
Jeans
Bermudas
Dungries
Upper
Shirt Formal
T-Shirt

Sets
Night Suit
Baba Suit

Winter Wear
Suit
Blazer
Jacket

Ethnic
Kurta- Pyjama
Sherwani

KIDS GIRLS
Lower
Hot Pant
Skirt
Dungries
Upper
Tops(GWT)
Frock(GFK)

Sets
Night Suit
Capri Set

Winter Wear
Hipster Set
Blazer
Jacket

Ethnic
Sharara
Lancha

HOUSEHOLD
Dinner Set
Jug
Home Aids
Pressure Cooker
Floor Wiper
Cooker
Sanitary Brush
Pressure Pan
General Plastic Goods Electrical App.
Coffee Mug
Chopper
Bucket
Microwave Oven
Glass Ware
Thermo Ware
Cup
Tiffin
L$emon Set
Container

Cake Server
Non Stick
Handi
Dosa Tawa
Bone China
Soup Set
Dessert Set
Porcelain
Cup & Saucer

LIFESTYLE
Time Zone
Ladies Wrist Watch
Mens Wrist Watch
Mens Accessories

Opticals
Gifts & Novelties
Ladies Sun Glass
Flower Vase
Mens Sun Glass
Key Chain
Electric & ElectronicsPerfume/Deo

Belts
Wallets

Items
Battery(ABT)
Calculator(EEC)

Spray
Deo

TOYS & GAMES

Soft Toys

Dolls

Cycles & Scooters

Musical Toys
Non-Musical
Board Games
Wooden Blocks
Puzzles

Barbie Doll
Other Dolls
Infant Toys
Teether
Swing

Cycles
Scooters
Video Games
T.V. Video Game
Hand Video Game

FOOD MART
FOOD & BEVERAGES
Snacks
Drinks

MARKETING ANALYSIS SUMMARY

Marketing help to define the business for the customer's interests, not your own. It is the
process of learning what customers want or need and determining how to satisfy those wants
or needs. It is also used to confirm whether the customer reacted to a marketing program as
expected. The benefits of market research include:
Learning who your customers are and what they want.
Learning how to reach your customers and how frequently you should try to
communicate with them.
Learning which advertising appeals are most effective and which ones get no
response.
Learning the relative success of different marketing strategies, thus improving return
on investment.
Learning how not to repeat your mistakes.
Vishal Mega Mart has been the pioneer of retail revolution. Its first fight was against local
Kirana stores. The task was to change the mindset of consumer to bring about changes in
their shopping patterns. It wanted people to do bulk shopping for their monthly ration instead
of going to the shop each week.

MARKETING STRATEGY OF VISHAL MEGA MART

Product
Vishal Mega Mart offers a wide range of products which starts from apparels to food items,
footwear to home furnishing, crockery to sport items, child care products to toys, watches,
drinks etc. There are many in house brands promoted by Vishal Mega Mart. In pursuance of
their business plan to diversify their portfolio of offerings, FMCG products play a key role.
FMCG products are usually meant to fulfill the daily needs of consumers and therefore,
VRPL believe retailing of FMCG products will bring customers to their stores on a frequent
basis and this may in-turn lead to consumption of their apparels. VRPL have a number of
private labels for apparels such as Zepplin, Paranoia, Chlorine, Kitaan Studio, Famenne,
Fleurier Women and Roseau.
. Vishal Mega-mart sold over 300,000 pairs of jeans, 50,000 DVD-players and 25,000
microwave-ovens. In all, the fashion,
electronics and travel segments made up about 70% of sales. Last year, these categories made