Sadaf Siddiqui | University of Maiduguri (original) (raw)
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This paper is about consumer behavior in context with Vishal Mega Mart. In recent year, a number ... more This paper is about consumer behavior in context with Vishal Mega Mart. In recent year, a number of companies have expressed their interest towards retail sector outlets. As a result, numbers of shopping malls have started their operations in metro and urban areas. Pantaloon, big bazaar, Vishal Mega Mart, Reliance Fresh is the best known examples of retail sector outlets in India. Retailing is the interface between the producer and the individual consumer buying for personal consumption. This excludes direct interface between the manufacturer and institutional buyers such as the government and other bulk customers. A retailer is one who stocks the producer’s goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As such, retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. Some of the key features of retailing include: Selling directly to customers without having any intermediaries; Selling in smaller units /quantities, breaking the bulk; Present in neighborhood or in the location which is quite convenient to the customers; Very high in numbers; Recognized by their service levels; Fitting any size and or location This paper is the study of various aspects of behavior of consumer towards Vishal Mega Mart and also focus on the existing marketing strategy and system of Vishal Mega Mart. A questionnaire has been drafted, to try and understand the perceptions of Vishal Mega Mart consumers and to find out their expectations from the store, infrastructure and products available there. The study also stresses on the competitors strategy and suggest Vishal Mega mart for better products and services.
KEYWORDS: Retail, Consumer Behaviour, Marketing, Individual, Selling, Marketing-Mix
This paper is about consumer behavior in context with Vishal Mega Mart. In recent year, a number ... more This paper is about consumer behavior in context with Vishal Mega Mart. In recent year, a number of companies have expressed their interest towards retail sector outlets. As a result, numbers of shopping malls have started their operations in metro and urban areas. Pantaloon, big bazaar, Vishal Mega Mart, Reliance Fresh is the best known examples of retail sector outlets in India. Retailing is the interface between the producer and the individual consumer buying for personal consumption. This excludes direct interface between the manufacturer and institutional buyers such as the government and other bulk customers. A retailer is one who stocks the producer’s goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As such, retailing is the last link that connects the individual consumer with the manufacturing and distribution chain. Some of the key features of retailing include: Selling directly to customers without having any intermediaries; Selling in smaller units /quantities, breaking the bulk; Present in neighborhood or in the location which is quite convenient to the customers; Very high in numbers; Recognized by their service levels; Fitting any size and or location This paper is the study of various aspects of behavior of consumer towards Vishal Mega Mart and also focus on the existing marketing strategy and system of Vishal Mega Mart. A questionnaire has been drafted, to try and understand the perceptions of Vishal Mega Mart consumers and to find out their expectations from the store, infrastructure and products available there. The study also stresses on the competitors strategy and suggest Vishal Mega mart for better products and services.
KEYWORDS: Retail, Consumer Behaviour, Marketing, Individual, Selling, Marketing-Mix