Vishal Mega-Mart- An Overview

Shikha Gupta, Preeti Khatri, Kapil Gulati and Santosh Chauhan

Journal of Management and Strategy, 2010, vol. 1, issue 1, 110-117

Abstract: In the background of high consumerism and income of the urban consumers, 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 are 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 The objective of this article is to study the Marketing Mix and Shareholding pattern of Vishal Mega-Mart, a renowned name in Retail Industry of India.

Keywords: Retail; Consumerism; Manufacturing; Individual; Selling; Marketing-Mix; Shareholding (search for similar items in EconPapers)
Date: 2010
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