Project Report

“PROJECT REPORT ON THE EFFECTIVE PROMOTIONAL

STRATEGY WHICH INFLUENCES CUSTOMER TO PURCHASE A
PRODUCT OF V.K. THAPAR”

Submitted in partial fulfillment of requirement of

MASTER OF BUSINESS ADMINISTRATION (MBA) (I .C)

PUNJABI UNIVERSITY PATIALA

B.D.D.N CAMPUS (JHUNIR)

SUBMITTED TO:

SUBMITTED BY:

PARAMPAL SINGH

MBA (IC) 6th Smst

Baba Dhayan Dass Neighbourhood Campus, Jhunir

(MANSA)
Session: 2009 – 2010

1
TABLE OF CONTENTS

2
CHAPTER PAGE NO.
TOPIC
NO.
Executive Summary 5
1 Industry Profile 7
14
Company Profile
15
Vision & Mission
Objectives of the study 16
16
Limitations of the study
22
Organizational Structure
Store Structure
2 Research Methodology 28
Data collection Methods 28
Sampling Methods 29
3 Data Analysis & Interpretation 30
Findings 40
Recommendations 41
4 Conclusion 42
Annexure(questionnaire) 43
Bibliography 45

3
4
DECLARATION
I will take pleasure in declaring that the project work that is undertaken by me is an
original and authentic work done by me. This project is being submitted I partial
fulfillment of M.B.A (I.C) programmer.
The content of this report is based on the information collected by me during my tenure at
V.K.Thapar (New Delhi) for four months of training.

5
 EXECUTIVE SUMMARY

Indian retail sector is witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of customer who is God said by the
business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. It has
brought about many changes in the buying habits of people. It has created formats, which
provide all items under one roof at low rates, or so it claims. In this project, we will study
its marketing strategies and promotional activities.

The research titled ‘A Study on the effective promotional strategy which influences
customer to purchase a product of V.K.Thapar’ helps us to understand the effect of
promotional strategy which is responsible for attracting customer towards V.K.Thapar.
This study helpful to top level management to improve the present promotional strategy
of V.K.Thapar.

The report deals with the impact of promotional activity which attracting customer
towards V.K.Thapar.

The research was carried out as per the steps of Marketing Research. The well supportive
objectives were set for the study. To meet the objectives primary research was
undertaken. The data collection approach adopted was experimental research & survey
research. The instrument used for the data collection was observation & questionnaire.
The target respondents were the visitors of V.K.THAPAR, with the sample size of 100
for the study of sales management of the company. Tables & charts were used to translate
responses into meaningful information to get the most out of the collected data. Based on
those the inferences have been drawn with peer supportive data.

6
 ACKNOWLEDGEMENT

The report what I have presented is not the made outcome of my labor alone. There are
dozens of hands buttressed me all through the programme it doesn’t go without thanking
all of those who constantly keep me on the move.
I would like to give heartily thanks to B.D.D.N.Campus, Jhunir who have given us an
opportunity to learn something practical apart from books by including the in-plant
training in our MBA Programme.
I would like to express my most sincere thanks and gratitude to External guide Mr.
Parmod Thapar DM (Department manager) who have given a good support to grab the
external exposure and to complete a project in V.K THAPAR.
I give my sincere token of thanks to all my faculties, relatives and friends who have
gathered me the wisdom of knowledge. This work is dedicated to my parents who have
supported me throughout my study.

PARAMPAL SINGH

7
 CHAPTER-1

INDUSTRY PROFILE
Retail means selling goods and services in small quantities directly to customers.
Retailing consists of all activities involved in marketing of goods and services directly to
consumer for their personnel family and household use.

The Indian retailing industry is becoming intensely competitive, as more and more
payers are Vying for the same set of customers. The major retail players are Pantaloon
Retail, Shoppers Stop, Reliance, etc.,

Retailing is one of the biggest sectors and it is witnessing revolution in India. The new
entrant in retailing in India signifies the beginning of retail revolution. India's retail
market is expected to grow tremendously in next few years. According to AT Kearney,
The Windows of Opportunity shows that Retailing in India was at opening stage in 1995
and now it is in peaking stage in 2006. India's retail market is expected to grow
tremendously in next few years. India shows US$330 billion retail market that is
expected to grow 10% a year, with modern retailing just beginning. India ranks first in
2005. In fact, in 2005 and 2006, India is the most compelling opportunity for retailers,
because now India is in peaking stage.

TECHNOLOGIES USED IN RETAILING SECTOR

 In-store technologies-
 Interactive kiosks
 Virtual display case
 Radio Frequency identification tags
 Self-scanning & self-checkout system
 Body scanning
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  Online technology-
 Online display of products
 Online Shopping

RETAIL SECTOR

The Indian retail market, which is the fifth largest retail destination globally, has been
ranked the second most attractive emerging market for investment after Vietnam in
the retail sector by AT Kearney's seventh annual Global Retail Development Index
(GRDI), in 2008. The share of retail trade in the country's gross domestic product
(GDP) was between 8–10 per cent in 2007. It is currently around 12 per cent, and is
likely to reach 22 per cent by 2010.India retail industry is the largest industry in India,
with an employment of around 8% and contributing to over 10% of the country's
GDP. Retail industry in India is expected to rise 25% yearly being driven by strong
income growth, changing lifestyles, and favorable demographicpatterns.
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200
billion. India retail industry is one of the fastest growing industries with revenue
expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly.
A further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It
has further been predicted that the retailing industry in India will amount to US$ 21.5
billion by 2010 from the current size of US$ 7.5 billion. Shopping in India have
witnessed a revolution with the change in the consumer buying behavior and the
whole format of shopping also altering. Industry of retail in India which have become
modern can be seen from the fact that there are multi- stored malls, huge shopping
centers, and sprawling complexes which offer food, shopping, and entertainment all
under the same roof. India retail industry is expanding itself most aggressively; as a
result a great demand for real estate is being created. Indian retailers preferred means
of expansion is to expand to other regions and to increase the number of their outlets
in a city. It is expected that by 2010, India may have 600 new shopping centers. In the

9
 Indian retailing industry, garments are the most dominating sector and are growing at
a rate of 9% annually.
The branded garments industry is trying to enter the India retail industry and convert
Indian consumers tobranded garments.

India retail industry is progressing well and for this to continue retailers as well as the
Indian government will have to make a combined effort.A McKinsey report 'The rise of
Indian Consumer Market', estimates that the Indian consumer market is likely to grow
four times by 2025. Commercial real estate services company, CB Richard Ellis' findings
state that India's retail market is currently valued at US$ 511 billion. India's overall retail
sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3 trillion by 2018, at a
compound annual growth rate (CAGR) of 10 per cent. As a democratic country with high
growth rates, consumer spending has risen sharply as the youth population (more than 33
percent of the country is below the age of 15) has seen a significant increase in its
disposable income. Consumer spending rose an impressive 75 per cent in the past four
years alone. Also, organized retail, which accounts for almost 5 per cent of the market, is
expected to grow at a CAGR of 40 per cent from US$ 20 billion in 2007 to US$ 107
billion by 2013.
India has emerged the third most attractive market destination for apparel retailers,
according to a new study by global management consulting firm AT Kearney. It further
says that in India, apparel is the second largest retail category, representing 10 per cent of
the US$ 37 billion retail market. It is expected to grow 12-15 per cent per year. Apparel,
along with food and grocery, will lead the organized retailing in India. India has one of
the largest numbers of retail outlets in the world.
A report by Images Retail estimates the number of operational malls to grow more than
two-fold, to cross 412, with 205 million square feet by 2010, and a further 715 malls to
be added by 2015, with major retail developments even in tier-II and tier-III cities in
India.

• V.K.Thapar is planning to open 12 more stores over the next five years.

10
 • Future Group has been restructured to test the new rules on FDI under Press Notes
2, 3 and 4 issued in February 2009. The company plans to bring in up to US$
148.7 million in foreign investment. Although FDI is permitted only in single-
brand retail and not permitted in multi-brand retail.

Road Ahead
According to industry experts, the next phase of growth is expected to come from rural
markets, with rural India accounting for almost half of the domestic retail market, valued
over US$ 300 billion. Rural India is set to witness an economic boom, with per capita
income having grown by 50 per cent over the last 10 years, mainly on account of rising
commodity prices and improved productivity.

According to retail and consumer products division, E&Y India, basic infrastructure,
generation of employment guarantee schemes, better information services and access to
funding are also bringing prosperity to rural households. The rural market, product design
will need to go beyond ideas like smaller sizes (such as single use sachets) to create
genuinely new products, according to Ramesh Srinivas, national industry director
(consumer markets), KPMG India.

CHALLENGES

 Largely urban phenomenon, pace of growth is still slow.

 Not being recognized as an industry in India so availability of finance is low to
new market players.
 High cost of real estate.
 High stamp duties.
 Lack of infrastructure.
 Multiple & complex taxation system.
 Protest against retail sector.

11
FUTURE STRATEGY
 It is projected that up to 2012 retail sector will be worth around US $ 300 billion.
 FDI is going to increase rapidly, up to 2012 retail sector will become biggest
industry in India.
 Retail sector is expected to create 2 million jobs up to 2015.
 According to Indian Retail Report top 10 players in modern retail trade are going
to invest US $ 18-20 billion in next five years.

Sector Details
In India, the most of the retail sector is unorganized. In India, the retail business
contributes around 10 percent of GDP. Of this, the organized retail sector accounts only
for about 5 percent share, and the expected annual growth rate is 5% per annum and
remaining share is contributed by the unorganized sector. The main challenge facing the
organized sector is the competition from unorganized sector. Unorganized retailing has
been there in India for centuries, theses are named as mom-pop stores. The main
advantage in unorganized retailing is consumer familiarity that runs from generation to
generation. It is a low cost structure; they are mostly operated by owners, have very low
real estate and labor costs and have low taxes to pay. And it also gives 8% Employment
to the country annually.

In organized retailing will grow faster than unorganized sector and the growth speed will
be responsible for its high market share, which is expected to be $ 17 billion by 2011-12.
The organized sector is expected to grow faster than GDP growth in next few years
driven by favorable demographic patterns, changing lifestyles, and strong income growth.
This organized retail sector mix includes supermarkets, hypermarkets discounted stores
and specialty stores, departmental stores. For example, Spencer network has 69 stores,
which includes seven Spencer hypermarkets, three Spencer super markets and 49 Spencer
Daily’s. Now the company is planning to open 20 stores in 10 cities in six months. The
top 10 retailers account only for 2% of total market, today modern retailing is expected to

12
enter a boom phase, which has major players and these players might capture 10% of
total market, within next five years.

The trend in the Industry

1. Low share of organized retailing

2. Falling real estate prices
3. Increase in disposable income and customer aspiration

Increase in expenditure for luxury items (CHART)

Another credible factor in the prospects of the retail sector in India is the increase in the
young working population. In India, hefty pay packets, nuclear families in urban areas,
along with increasing working-women population and emerging opportunities in the
services sector. These key factors have been the growth drivers of the organized retail
sector in India which now boast of retailing almost all the preferences of life - Apparel &
Accessories, Appliances, Electronics, Cosmetics and Toiletries, Home & Office Products,
Travel and Leisure and many more. With this the retail sector in India is witnessing
rejuvenation as traditional markets make way for new formats such as departmental
stores, hypermarkets, supermarkets and specialty stores.

13
India is being seen as a potential goldmine for retail investors from over the world and
latest research has rated India as the top destination for retailers for an attractive
emerging retail market. India’s vast middle class and its almost untapped retail industry
are key attractions for global retail giants wanting to enter newer markets. Even though
India has well over 5 million retail outlets, the country sorely lacks anything that can
resemble a retailing industry in the modern sense of the term. This presents international
retailing specialists with a great opportunity. The organized retail sector is expected to
grow stronger than GDP growth in the next five years driven by changing lifestyles,
burgeoning income and favorable demographic outline. Another cap to the retailing
industry in India is allowing 51% FDI in single brand outlet. The government is now set
to initiate a second wave of reforms in the segment by liberalizing investment norms
further. This will not only favor the retail sector develop in terms of design concept,
construction quality and providing modern amenities but will also help in creating a
consumer-friendly environment. Retail industry in India is at the crossroads but the future
of the consumer markets is promising as the market is growing, government policies are
becoming more favorable and emerging technologies are facilitating operations in India.
And this upsurge in the retail industry has made India a promising destination for retail
investors and at the same time has impelled investments in the real estate sector.

Major Players in Retail Industry

India is now emerging as a hot spot for global retail chains. India, which held top spot on
Global Retail Development Index (GRDI), an annual study of retail investment
attractiveness among 30 emerging markets conducted by management consulting firm
A.T. Kearney, has yielded its numero uno position in 2008 to Vietnam– among the fastest
growing economies in the South East Asia. In 2007, Vietnam was ranked fourth on the
index. World’s largest retail chain wal-mart is all set to launch.

List of current retail player’s in the market is quite long but following retail chains can be
considered to dominate a large portion of Indian organized retail sector.

Key players
14
The existing players like Big Bazaar, V.K.Thapar, V Mart, are expanding to smaller

towns and cities. Many other business houses are planning to enter the retail sector either

on their own or through partnerships. Even rural areas will provide a huge opportunity to

be explored.

Company Profile

V.K.Thapar (India) Limited, is India's leading woolen knitwear company with presence
across multiple lines of businesses. The company owns and manages multiple retail
formats that cater to a wide cross-section of the Indian society and is able to capture
almost the entire consumption basket of the Indian consumer. Headquartered in Ludhiana
(Punjab), the company has over 6 stores across 5 states in India and employs over 17,00
people. The company registered a turnover of Rest 52 crore for FY 2008-09

V.K.Thapar Retail forayed into modern retail in 1956with the launching of fashion retail
chain, V.K.Thapar in Delhi. In 1978, it launched Ven ken, a store chain that combines the
look and feel of Indian stores, with aspects of modern retail, like choice, convenience and
hygiene. Some of its other formats including (gifts and soft toys), All (fashion apparel for
plus-size individuals), Shoe Factory (footwear) and Bull chee (fashion accessories).

Thapar Group

Pantaloon Retail is the flagship enterprise of the Thapar Group, which is positioned to
cater to the entire Indian consumption space. The Thapar Group operates through two
verticals: Thapar Retail (encompassing knit wear retail businesses), Thapar Brands
(management of all brands owned or managed by group companies)Thapar Group's
vision is to, "Deliver Quality to Every Indian Consumer in the most profitable manner."
One of the core values at Thapar Group is, 'Indian’s' and its corporate credo is - Rewrite
rules, Retain values. Thapar Group, will not wait for the Future to unfold itself but create
future scenarios in the consumer space and facilitate consumption because consumption
is development.
15
Thereby, we will effect socio-economic development for our customers, employees,
associates and partners.

Our customers will not just get what they need, but also get them where, how and when
they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends; we will set trends by marrying our understanding of the
Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed
in the Future. We shall keep relearning. And in this process, do just one thing.

V.K Thapar is a chain of knit wear in India currently with 8 outlets, owned by theV.K
Thapar. It works on same the economy model as pantaloon and has had considerable
success in many Indian cities and small towns. The idea was pioneered by entrepreneur
Vipin kumar, the head of V.K. Retail India Ltd..

Cities where stores are located are:

Agra,Delhi,Ghaziabad,Shimla,Manali,Shrinagar.

At V.K store, customer will definitely get the best products at the best prices. With the

ever increasing array of private labels, it has opened the doors into the world of fashion at

prices that will surprise customer. And this is just the beginning. V.K plans to add much

more to complete customers shopping experience.

VISION

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 “TO LEAD AS THE BEST AND THE MOST PROFITABLE

KNITWEAR RETAILER IN INDIA”

MISSION

"TO SPEARHED HIS PRODUCTS TO BE THE FINEST AND THE

MOST PREFERRED.

BOARD OF DIRECTORS

 Mr. Vipin Kumar, Managing Director

 Mr. Anil Kumar, Whole time Director

 Mr. Pavan jain Director

 Mr. O Koshy, Export manager

 Mrs. Anju Pawar, Production manager

 Mr. Harsh Kumar, H.R Department

Objective of the study

I. To know the effective promotional strategy which influence customer to purchase
a product of V.K.Thapar
II. To know the promotional strategy of V.K. Thapar.
III. To know the relationship between promotional strategy and buying decision

LIMITATIONS

• The study was restricted to only the customers of V.K.Thapar,Delhi.

17
 • The time constant was a limiting factor, as more time required carrying out study
on other aspects of the topic.
• The result and analysis based on the customer survey method and small sample
size has taken only 100
• Findings are related to particular areas.
• There are only limited stores in India.

Store study

V.K.THAPAR

Near Palika Parking,

Connaught place, DELHI

Phone No: 011-23738025,23738026

This store is of 2 flour and divided into 2 levels based on the nature of products. There

are 7 departments in this store.

As this store is big enough with 2 levels and 7 departments has long product range and

product depth. Ones a customer get inside the store he will find all kinds of products

available that may be men’s wear, kids wear, knit wear , accessories, toys etc.

Because of these features it has a very good reputation in that area and customers who are

residing far away and in other areas they also visit the store.

Level 1

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Departments with their Products

Ladies Department

Jeans

Sarees Ruff & Tuff

Dress materials Gelluse

Under garments

Nightwears
Accessories
Western wears
Johnson and Johnson

Paris beauty
DJ & C
VIP

Men’s Department

Formals (Shirts & Pants)

Casuals (Shirts & pants)

Party wears

Jeans T-Shirts

Others Accessories (Lungi Dhoti etc)

Fabrics (Cut pieces)

Suits & Blazers

Levi’s Signature garments

Major brands in this department

Ven ken

Bull chee

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Levis

Night hood

Peter England

Raymond’s

Footwear Bazaar

Sports Shoes Ladies Casuals

Formal Shoes Ladies Chapple

Casual Shoes Ladies fancy Sleepers

Men’s Sandals Ladies Sports shoe

Ladies Sandals

Major brands in this department

Racaka

Loto

Van ken

New balance

Toys Dept

Soft toys

Educational toys

Board games, Action figures

Dolls

Major brands in this department

Fun school

Venus
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Mitashi

Creatives

United

Shadilal & Sons

Flamingo

Kids department

Boy’s section

T-Shirts, Trousers, jeans

Cotton shirts, Cargo, Cod raw

Ethic wears

Co ordinates

Rain cotes

Girls Section

Ethic wears

Co- ordinates

Cotton frocks

Western wears

Major brands in this department

Tara Rum Pum collection

Disney

Pink And Blue

Power ranges

Promo
21
Infants

Jhablas Bed items

Vests Baba suits

Bibs feedings Frocks

Future Plans of V.K.Thapar

Recently they are interested to expand their retail business in Noida and along with that

they are interested to establish two retail outlets in Punjab State.

V.K.Thapar plans 30 stores by 2010-12

NEW DELHI:

Vipin Kumar promoted Thapar Group's retail chain V.K.stores is planning to have 30 knit
wear stores in the country by 2010-12.
The company is also mulling to increase its annual turnover to Rs 32 crore by 2010-12,up
from Rs 19 crore last fiscal on the back of its expansion.

V.K.Thapar is now considering the second graded upcoming cities like Ahmadabad,
Baroda, Chandigarh, Coimbatore, Cochin, Ludhiana, Pune, Trivandrum, Simla, Gurgaon,
and others. V.K.Thapar will also think for opening their storesi n south Indian zone

22
,because that zone also have adopted the process of shopping in the supermarkets for
their daily requirements and this has also bn influencing other cities as well where many
hypermarkets are coming up day to day.

Organizational Structure (Zonal)

President

Vice President

Marketing HR Category Manager Finance Manager Operation

Manager Manager Head

Marketing HR Category Finance Head Store manager

Head Head Head

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By the way of this graph the organizational structure is built up by the V.K.Thapar stores.
This is very essential for every organization to having a good structure to operate an
organization in a good manner.

Store Manager

Assist Store Manager

Dept Manager Human Resource Administration Info Tech

Visual Merchandise Marketing

Assist DM Cashing Dept

Maitanance
Team Leader Assistant HR
Security

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Team Members Cashier
House keeping

CSD
(Customer Service desk)

Store’s Administration

Administration

Store administration comes under Store Manager its functions are store maintenance,

House Keeping, Security etc. Store manager has to control all the activities within the

store. He has to communicate all the departmental managers and assistance departmental

managers regarding any new offers, regarding their targets etc. Sore manager has to see

the operation at the store is being performed in coordination and cooperation he has to

communicate with the corporate office regarding any changes being applied at the store.

Information Technology

This department is responsible for the maintenance of the systems of the stores. All

billing machines their functioning networking with the master machine etc. If there is any

problem with the machine then this department comes into function.

Cashing Dept

This department is responsible for the collection of sales amount i.e. cash sales, Credit

sales, etc under this department all billing machines of the stores comes. The sales

25
amount collected throughout the day by the cashier’s has to be submitted to this

department.

Marketing

This dept is responsible for the marketing of the store in different media like Television,

Newspaper, and Holdings etc. the authorized person has to visit different companies and

has to look after for tie-ups etc. The executives arranges rally’s

Visual Merchandise

This department is responsible for the product arrangement at the store with respect to

their nature. The basic function of this dept is it divides the store into several departments

based on the nature of the product and within the department it decides how the products

should be arranged by keeping in mind the customer should not suffer.

Human Resource

Human Resource basically works for the welfare of the employees. It acts to organize the

manpower and work to increase productivity of the employees. Basically Human

Resource performs the functions of Recruitment, Hiring, Induction, Training and

development, Performance appraisal of the employees. Human Resource studies and

involves in inter life cycle of the employee from his joining the organization to till his

end from the organization.

(Customer Service)

26
This is the separate unit, which is mainly focuses on customer service like if the customer

find difficulty in finding any product, Customer complaints any replacement, Customer

assistance etc.

Supply chain management:

Company’s supply chain was split into the broad categories of fashion, and knit wear
merchandise, leading to a more focused approach to businesses, improved service levels,
better customization of logistic and supply chain related needs, and finally deliverables.
Further, with new concepts and lines of business being included during the year, as well
as strategic alliances with other companies, the process of gradually integrating them
have either been completed or close to completion.
The existing supply chain design consists of a Master Distribution Centre (MDC) and
city warehouses upgraded to Regional Distribution Centers (RDCs) and additional
Distribution Centers (DCs). The company had one MDC and 6 RDCs and DCs
The company has also appointed leading international and domestic players in the
warehouse infrastructure and technology front.
The company also introduced the concept of reverse logistics that looks at setting up a
process to transfer finished goods from the consumption point to the point of origin.
This reduces wastage and can lead to significant cost savings. On the technology front, all
the existing MDCs, RDCs and DCs are live on SAP, thereby facilitating standardization,
real time data management and reporting, as well as optimum operational efficiencies.

My Learning Experience in the company

I am very happy to express my practical experience at V.K.Thapar .Before going to share

my practical feelings regarding project work,I would like to say heartily thanks to

B.D.D.N.Campus(Jhunir), who have given one of the good opportunity to learn a

27
knowledge in practical environment and along with that I would like to say heartily

thanks to company guide Mr.Parmod Thapar DM ( Department Manager) of v.k.store.

I had under gone a glorious 4 months project at V.K.store. And along with that I had

learn a lot of practical things from the corporate world. From this project i came to know

that customer buying behavior and taste and priority preferences of customer towards

retail sector and competition level in the sector and along with that i had learn how

management is responsible for increasing sales and revenue of the company And also i

learned what management do to attract the customer there are several promotional

strategies which influence purchase decision of buyers and also I learnt functional

departments like HR and Marketing.

From this project now I came to know that how to carry out business process in a

systematic manner in the competitive scenario.

This practical knowledge of project made me to be perfect in future to stand in a any

corporate world. And Finally I thanks to B.D.D.N.C and company guide Mr.Parmod

Thapar.

28
 CHAPTER-2

Research Methodology
Since the study is on retail sector first the detail study of the store is been conducted

about its Management team ,its structure, the number of departments of the store , who

are its suppliers,location of warehouses etc.

Based on the topic objectives were set and to arrive at the opinion on objectives a set of

100 questionnaires were designed of 10 questions and response is collected from the

customers who are visiting the store. For data collection Random Convenient sampling

method was adopted

For this project the area of research is Delhi.

Data Collections Methods

Market research requires two types of data i.e. secondary data and primary data. Primary
data has been used abundantly for the study. Well-structured questionnaires were

29
prepared & the survey was undertaken. Feedback for the display has been taken by
asking questions & observation has also done to gather primary information. There is also
a use of secondary data, collected from the various journals, books, and websites & from
company managers.

Primary data Field Survey, questionnaire

Secondary data V.K Thapar records

Text Books and journals

Company Websites

Area of research: DELHI

Research approach: Survey method

Sampling Method

Since the study is restricted to Retail sector, all the functional Departments of V.K.

Thapar and the respondents are found at the store only so according to the convenience

randomly they are being picked so sampling method is used in this study is Random

Convenient Sampling.

Sampling

Sample size : 100 respondents

Sampling Method : Random sampling
Sample Unit : Customer of V.K.Thapar
Measuring Tool :Questionnaire

30
 CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

31
Table1): Store first comes to your mind for purchasing a product.

RESPONSE NO OF RESPONDENTS PERCENTAGE

V.K.Thapar 77 77%
Monte Carlo 15 15%
Others retailer 8 8%
Total 100 100%
100

80

60 V.K.THAPAR
MONTE CARLO
40 Othersretailer
Total
20

0
NO OFRESPONDENTS PERCENTAGE

ANALYSIS:

From the survey, from 100 respondents, 77% of them gave 1st preference to V.K.Thapar

15% of them gave preference to Monte Carlo and 8% were gave to other retailers. With

the help of this table we can see that most of customers having faith in V.K.Thapar, that’s

why they use to shop in that store, rather than in Monte Carlo or any other store.

INTERPRETATION:

32
Most of the customers are given 1st preference to V.K.Thapar compare to other retailers.

Table2) From which source did you come to know about V.K.Thapar
RESPONSE NO OF RESPONDENT PERCENTAGE
T .V Advertisement 23 23%
Hoardings 34 34%
News paper 31 31%
Buspaintings 12 12%
Total 100 100%
120
100
T .V Advertisement
80 Hoardings
60 News paper
40 Buspaintings
Total
20
0
NO OF PERCENTAGE
RESPONDENT

ANALYSIS:

From the above graph i can come to know that, among 100 respondents, 23% of them
come to know about V.K. Thapar through TV advt., 34% of the respondents told that
through Hoardings, 31% of them through news paper , and 12% came to know through
bus painting.

INTERPRETATION.

Hoarding is the most influencing factor which is responsible for awareness of V.K
Thapar. I can also see that some of the customers also influenced by newspapers.

Table 3) Awareness of promotional offers conducted by V.K store.

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Response No of respondents Percentage
Yes 87 87%
No 13 13%
Total 100 100%
120

100

80
Yes
60 No
Total
40

20

0
No of respondents Percentage

ANALYSIS:
This table shows that among the 100 respondents, 87% of them they are aware of
promotional offers, but 13%told that they have told they are not aware about by
promotional offers.

INTERPRETATION:

87% of customers are aware of promotional activity in the V.K.Thapar.

Table4)Please choose below the factor which attracted you most at the V.K.Thapar.

Rates No of respondents percentage

Offer 51 51%
Service 9 9%
Quality 23 23%
Availability of products 17 17%
Total 100 100%

34
 120

100
Offer
80
Service
60 Quality
Availabilityof products
40
Total
20

0
No of respondents percentage

Analysis:

Among 100 respondent 51% of customer they have told that they are attracted by the

offers and 9% of them told that they are attracted by service and 23% of them told that

they are attracted by quality and only 17% of them told that only for availability of

products. This shows that most of the customers only attracted with promotional offers.

Interpretation:

Most of the people attracted towards V.K.store only for the promotional offers. So offer

is the most influencing factor among those.

Table5) Factors influence in your purchase decision.

Rates No of respondents Percentage
Offer 43 43%
Service 11 11%
Quality 21 21%
Effective advertisement 25 25%
Total 100 100%

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ANALYSIS:

Among 100 respondent 43% of them told that offer is responsible for their purchase
decision and11% of them told that service is that very much factor which is responsible
for purchasing decision and 21% of them told that quality is that factor which is
responsible for the purchasing decision and only 25% of them told that effective
advertisement is the factor which is affected them for their purchasing decision.

INTERPRETATION:

Among those factor offer is the emerging factor which is responsible for purchase
decision of most of the buyers.

A Table6) promotional activity of V.K.Thapar gives you clear message.

Response No of respondents Percentage

Yes 77 77%
No 23 23%
Total 100 100%

36
ANALYSIS:

Among 100 respondent 77% of them told that the promotional activities of V.K.Thapar
gives clear message and 23 %of them told that they do not understood about the
promotional activities.

INTEPRETATION:
Most of the people highly agree that promotional activity of V.K.Thapar gives clear
message.

Table7) Advise anybody to visit V.K.Thapar in your future shopping

Response No of respondents Percentage
Yes 98 98%
No 2 2%
Total 100 100%

37
ANALYSIS:

Among 100 respondents 98% of them told that they will advise others to visit
V.K.Thapar in future shopping and only 2% of them told that they do not advise.

INTEPRETATION:

Most of the respondent they would like to advise others in future shopping

Table 8) Looking at the promotions of V.K.Thapar does your purchase pattern

changes

Response No of respondents Percentage

Yes 83 83%
No 17 17%
Total 100 100%

38
ANALYSIS:

Among 100 respondent 83% of them told that these promotional offers changes their
purchase pattern and only 17 %of them told do not change.

INTERPRETATION:

Most of the customer believed that promotions is responsible for their purchase decision

Table9). You like to make your purchase under unexpected offers?

Response No of respondents Percentage

Yes 94 94%
No 6 6%
Total 100 100%

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ANALYSIS:

Among 100 respondents 94% of them say that they are interested to buy products under
unexpected offers and only 6% of them told that they do not buy.

INTERPRETATION:

Most of the customer interested to buy under unexpected offers only.

FINDINGS

SURVEY FINDINGS
INFORMATION SEARCH AND EVALUATION PROCESS

40
• From the sample size of 100 samples it is found that the Brand is well positioned

in the minds of customers because 77% of the respondent’s preference is

V.K.Thapar for their shopping.

• Among 100 respondents, 23% of people told that 1st they came to know through

T V advertisement and 34% of people told that through hoardings 31% of them

told that through news paper and finally 12% of them highly agree that through

bus painting.

• Among the 100 respondents, 87% of them told that they are aware of

promotional activities of V.K.Thapar .only 13% of them told that they are not

aware of promotional activity of V.K.Thapar .

• Among the 100 respondent 51% of them told that they are attracted towards

V.K.Thapar only for the offers 9% of them told that service and 23% of them told

that quality and only 17% of them told that due to availability of products

• Among 100 respondent 43% of them agree that offers is the most emerging factor

influencing purchase decision and only 11% of them told that service 21% of told

that quality and finally 25% of them told that effective advertisement is

responsible for the purchase decision.

• Among 100 respondent 77% of them told that promotional activities of

V.K.Thapar gives clear message and 23% of them told that they did not

understood.

• Among 100 respondent 98% of people interest to advise others in future shopping

and only 2% of them not interest to advice.

41
 • Among 100 respondent 83% them told that promotions of V.K.Thapar changes

their purchase pattern and only 17% told that does not changes.

• Among 100 respondent 94% of them told that they are interested to buy products

under unexpected offers and 6% of told that they do not buy.

Recommendations

• V.K.Thapar should keep offers in regular intervals so that there should not be a

long term gap, because offer is the most influencing factor which is responsible

for customer purchase decision.

• And they also concentrate on T V advertisement they should show ads and

promotional offers in a regular interval in three languages like Hindi & English.

• Hoarding should be placed uncovered area.

CHAPTER-4

CONCLUSION

Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The companies are fighting to win the hearts of customer who is God said by the business

42
tycoons. There is always a ‘first mover advantage’ in an upcoming sector. It has brought
about many changes in the buying habits of people. It has created formats, which provide
all items less than one roof at low rates.

The consumer’s preferences are changing & they are moving from Traditional stores to
Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract the
customers towards them from that of competitors. To attract more customers companies
have to carry out the promotional activities in unique way. V.K.Thapar has maintained
that uniqueness & has succeeded in attracting customers.

The promotional activity of the company, which famous as Less Price than others as it
says ‘quality and affordability both together!’ is made its place in minds of customer. As
the competition is becoming stiff in the market the activities conducted by the company
are unique, that have brought fruitful result to the company. Among them sales
Promotions is one of the leading activity or unique among all other activities & has high
influence on the customer walk-in.

ANNEXTURE

Questionnaire

Name: ___________________ Contact No: ___________________

43
Address: _____________________

1) Which store first comes to your mind when you think of purchase a
product.?
a: V.K.Thapar b:Monte Carlo c: other retailer

2) From which source did you come to know about V.K.Thapar outlet?

a; T. V. advertisement b;. Hoardings.

c; bus paintings d. news paper

3) Are you aware of promotional activities conducted by V.K.Thapar in

Delhi.?
a. Yes b. No.

4) Please choose from below the factor which attracted you most at V.K.Thapar ?
a. Offer b. service c. quality d.availability of products

5) Which of the following factors influence in your purchase decision.?

a. Offers c. Quality of products

b. Effective services d. Effective advertisement

6) Do you think the promotional activity of V.K.Thapar gives you the clear
message?

44
 a. Yes b. No

7) Will you advise anybody to visit V.K.Thapar in future shopping?

a. Yes b. No

8. Looking at the promotions of V.K.Thapar does your purchase pattern changes?

a. Yes b. No

9. Would you like to make your purchase under unexpected offers?

a. Yes b. No

10) Any valuable suggestion

……………………………………………………………………………………………

Signature of Customer

Bibliography

Reference Books
• Marketing Management, Twelfth Edition. A South Asian Perspective, by Philip
Kotler, K.L.Keller, A.Koshy, M.Jha.
• Marketing Research, Third Edition by G.C.Beri
• Marketing Management, Third Edition by Raman Saxena
• Marketing Research, First Edition by S.L.Gupta

45
Websites
www.google.com

www.wikipedia.com

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