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“A Study on Buying Behavior of Customers in Big Bazaar in NCR”
Submitted for partial fulfillment of award of MASTER`S DEGREE IN BUSINESS ADMINISTRATION of Uttar Pradesh Technical University, Lucknow.
BY SUNIL KUMAR GIRI Roll No. 0823070040 MBA – ll Year, 4th Semester (January-May - 2010)
B-27, KNOWLEDGE PARK – III, GREATER NOIDA (U.P)
I take this as an opportunity to thank with bottom of my hear all those without whom the journey of doing my project would not have been as pleasant as it has been to me. Working on my project was a constant learning experience with all sweat and tear which was its due but not without being richly stimulating experience of life time. I am very thankful to Principal, Prof. (Dr.) R.N. Sharma & H.O.D., MBA, Dept. Prof. S.K. Bishayee for giving me their valuable advice and guidance towards fulfillment of the project For any project to be a success, it is very important to get the right guidance and support which I got from my Faculty Guide Dr.Rinku Sanjeev. I express my gratitude to my faculty guide for inspiring me throughout the project. I want to express my deep gratitude to our institution D.C.E., Gr. Noida , for giving me the opportunity to undertake this project and enhance my knowledge.
Finally I would like to convey my heartiest thanks to all my well wishers for their blessing and co-operation throughout my study. They boosted me up every day to work with a new and high spirit.
SUNIL KUMAR GIRI 2
Roll. No. 0823070040
I hereby declare that this Research Project entitled, “A Study on Buying
Behavior of Customers in Big Bazaar in NCR “written and submitted by
me, under the guidance of Dr.(Mrs.) Rinku Sanjeev, is my original work and that has not been submitted to any other University / Institute previously.
SUNIL KUMAR GIRI Roll No.0823070040 MBA-IV Sem.
Lucknow. has been carried out by Shiv Kumar Tiwari bearing University Roll No. Dr. “A Study on Buying Behavior of Customers in Big Bazaar in NCR” for the award of MASTER’S DEGREE IN BUSINESS ADMINISTRATION from Utter Pradesh Technical University. 0823070405. under my supervision and guidance. Rinku Sanjeev 4 .CERTIFICATE This is to certify that the Research Project Report entitled. The Report embodies result of original work and studies carried out by the student himself and the contents of the Report do not form the basis for award of any other Degree to the candidate or to anybody else.
MBA Date. MBA Dronacharya college of Engineering CERTIFICATE This is to certify that Shiv Kumar Tiwari. 0823070405. MBA-IV Semester.K. Dronacharya college of Engineering 5 . has carried out the Project Work presented in this Report entitled “A Study on Buying Behavior of Customers in Big Bazaar in NCR”. S.D. Dept. University Roll No. Prof. Bishayee H.Associate Professor Date Dept.O. The results embodied in the Report are original and not submitted to any other University / Institute for the award of any Degree / Diploma.
.CONTENTS CHAPTER-I . CHAPTER-III i) ii) Data collection Data analysis and interpretations 34-75 35-36 37-75 6 . 1-8 i) ii) iii) iv) v) Introduction Objectives of the study Scope of the study Importance of study Research Methodology 2 4 5 6 7-8 9-33 10-33 CHAPTER-II Theoretical perspective .
Customers preference of timing to visit big bazaar 11. Demand for other retail outlets in a mall 6.CHAPTER-IV i) ii) iii) Findings of research Recommendations Conclusion 76-82 77-78 79-80 81-82 83-90 84 CHAPTER-V Limitations of the study ANNEXURE(S) Questionnaire Bibliography LIST OF GRAPHS & CHARTS 1. Products mostly purchased by customers 7. Comparison of footfalls in weekdays and weekends 10. Customers visit Big Bazaar 3. Customer s monthly income 2. List of products and purchasing products on a unplanned basis 38 40 41 42 43 45 47 49 51 53 55 7 . Purpose behind visiting big bazaar 5. Apart from Big Bazaar visit retail outlet 4. Time spent by customers in shopping 9. Expenditure pattern of customers coming 8.
Mode of payment of customers in big bazaar 15. Comparison of brand preference on different product category 14. Brand preference of customers in big bazaar 13.12. Comparison of factors which encourages customers to come 16.I 8 . Customers’ mode of transport to big bazaar 18. Comparison of Big bazaar with any Kirana store 21. Services of the sales personnel in Big Bazaar 17. Parking space availability in big bazaar 19. Customers preference towards Kirana store 20. Comparison of Big bazaar with others Organized retailers 57 59 61 63 65 66 68 69 71 73 CHAPTER .
New generation people are no more dependent on haat market and far off departmental stores. malls. Technology is one of the major factors which is responsible for this paradigm shift in the mark.i) ii) iii) iv) Introduction Objectives of the study Scope of the study Importance of study Introduction As customer’s tastes and preferences are changing. life styles and social class of people have completely changed now than that of olden days. It is the changing tastes and preference of customer which has bought in a change in the market. branded retail outlets and 9 . Income level of the people has changed. Today’s market scenario is very different from that of the market scenario before 1990. Today we can see a new era in market with the opening up of many departmental stores. There have been many factors responsible for the changing market scenario. the market scenario is also changing from time to time. shopper’s stop. There has been a shift in the market demand in today’s world. hyper market.
Big bazaar is a new type of market which came into existence in India since 1994. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. It is a type of market where various kinds of products are available under one roof. 10 . My study is based on a survey done on customers of a hypermarket named big bazaar. This market field survey will help in knowing the present customers tastes and preferences. wants & demands. My study will find out the current status of big bazaar and determine where it stands in the current market. It will help me in estimating the customer’s future needs .specialty stores. My study is on determining the customer’s buying behavior of customer’s in big bazaar and the satisfaction level of customers in big bazaar.
5. 2. To find out the buying behavior of the customers coming in to Big Bazaar in NCR. To find out the customers response towards Big Bazaar. 11 . To determine the current status of Big Bazaar. To identify main competitors of Big Bazaar. 4. To study the satisfaction level of customers in different attributes of Big Bazaar. 3.OBJECTIVES OF THE STUDY 1.
It provides help to further the research for organized retail sector in NCR area. 12 . Due to time constraint only limited number of persons contacted. This research is based on primary data and secondary data. The study does not say anything about rural buying behavior of customer because rural norms/status/attitude & acceptance of the rural customers differs with urban customers.Scope of Study The scope of this research is to identify the buying behavior of customers of Big Bazaar in NCR area. This study only focuses on urban buying behavior of customers because the research conducted in NCR area. It aim to understand the skill of the company in the area like technological advancement. competition in management. The scope of research is limited for NCR area.
Its provide guideline for further research in NCR area for organized retail. The study rate of customer satisfaction level with Big Bazaar for NCR area. growth and Market Potential of Big Bazaar in NCR area. The study shows Opportunities and challenges for Big Bazaar respect of internal & external environment. Research say about main competitors in the field of organized retail sectors. The research is also important to identify Market size.Importance of Study The study shows customers buying pattern with Big Bazaar in NCR area. The research shows future Scenario of Big Bazaar in current perspective. Research says about customer buying behavior towards Big Bazaar in NCR area. The study provide guideline to further extension of Big Bazaar in NCR area . 13 .The study provide help to know the customers satisfaction with Big Bazaar stores.
business judgment. Research Methodology is required in every industry for acquiring knowledge of their products. Research Design 14 .Research Methodology Technology. sophistication. Area of study: The study is exclusively done in the area of marketing. experience. and imagination for which there can be no mechanical substitutes. Research Methodology is a set of various methods to be followed to find out various information’s regarding market strata of different products. customers tastes and preferences play a vital role in today’s generation. It is a process requiring care.
15 .Exploratory Research.Convenience sampling Sample Size: 350 Customers Data Collection : Data is collected from various customers through personal interaction. Data is collected with mere interaction and formal discussion with different respondents. Specific questionnaire is prepared for collecting data. Some other relevant information collected through secondary data Tools of Analysis : The market survey about the techniques of marketing and nature of expenditure is carried out by personally interacting with the potential customers in Big Bazaar. Sampling Design: Non Probability sampling.
CHAPTER-II Theoretical Perspective 16 .
In fact. the last link in supply chain – connecting the bulk procedures of commodities to the final consumers. Retailing in India is thoroughly unorganized. only a Rs. Retailing is the final step in the distribution of merchandise. In this study I will try to find out the present scenario of retail market in India. Queuing up for the coronation ceremony are a multitude of global companies that are looking at India as the next consumer market powerhouse. an overwhelming proportion of the Rs. And it seems to be the retail sector that will give the desi consumer royal status.000 crore retail market is UNORGANISED. 400. This project will give focus on the global scene to retail industry and what will drive the growth of industry in the future. 20. According to a survey b y AT Kearney.Theoretical Perspective Retailing The Indian consumer could well be crowned King with all economic indicators in the right place. There is no supply chain management perspective. 17 .000 crore segment of the market is organized.
however.000 crore by 2005 A study by McKinsey points out that India's market for consumer goods can reach a w $450 billion by 2011 . KPMG India.Consumer Markets. estimates the retail market in India will grow from $394 billion in 2005 to $608." says Deepankar Sanwalka.the next big thing?' has said: "India represents an economic opportunity on a massive scale. Executive Director and Head . 18 .9 billion in 2009. however. finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector. 400.000 crore. KPMG in a recent report titled `Consumer Markets in India . "Companies expect that the next cycle of change in Indian consumer markets will be the arrival of foreign players in consumer retailing." The report. 2005. 800.From a size of only Rs. the ORGANISED retail industry will grow to Rs.000 crore in 2000 to Rs. Further. KPMG is in fact going ahead with its plans to conduct a series of five roadshows in the US and a few countries in Europe to hold discussions about the opportunities in India's consumer markets.20. in which he expressed confidence that he would be able to get the Left parties on board on the matter. especially in retail.making it one of the five largest in the world. most companies believe that will not be for long. both as a global base and a domestic market. 160.000 crore by 2005. Although FDI remains highly restricted in retailing. And the numbers do lend credence to the enthusiasm. as indicated above will grow 20 per cent annually from Rs. FDI in retail has once again begun to appear imminent following Prime Minister Manmohan Singh's recent interview to McKinsey. The TOTAL retail market. The Economist Intelligence Unit (EIU) country briefing on India.
While many of these initiatives were initially driven by the need to use existing real estate.a leading supermarket chain set up by RPG.a multi-brand departmental outlet and the Crossroads Mall set up by the Piramal’s.9bn Food World . RPG. According to EIU. optimal utilization of real estate. strong income growth and favourable demographic patterns. out of which 96 per cent are smaller than 500 sq. notably BPCL and HPCL are also expanding their presence from fuel retail to grocery and convenience stores. Suitability of location. ft. Fuel retailers. Raheja’s and Piramal’s has set up stores/malls and built businesses within retail. India currently has more than five million retails outlets. a number of large business groups such as Tata’s. driven by changing lifestyles. and development plans being projected at 150 new shopping malls by 2008. Emerging trends in organized retailing Over the last five years. the Raheja’s Rs1. diversifying business to reduce reliance on the commodity nature of fuel retail business and improve margins are the key factors that has lead fuel majors to enter into the retailing. Thesem include the Rs1.8bn Shopper’s Stop . 19 . KPMG finds that the organised retail sector in India is expected to grow at a higher rate than GDP growth in the next five years.In fact. they are beginning to assume the contours of a serious business today. The structure of retailing is developing rapidly with malls becoming increasingly common in large cities. But this scenario is changing fast.
a 40year old Chennai based chain selling consumer durables and Narula’s . Brands in apparel. Interestingly. existing family owned businesses are expanding their businesses. Viveks . 20 . The more successful of them are the Nilgiris . manufacturers are also looking for forward integration and are building chains around brands.Also.a Bangalore base food retailer. footwear and durables have driven the growth of specialty chains and upgraded existing multi-brand outlet.the food chain in North India.
The Piramals. Omaxe and mega retailers like Crosswords. thanks mainly on account of an increase in the disposable incomes of middle and upper-middle class households. S. More and more corporate houses. owner-managed shops. Shopper's Stop and Pantaloon have taken the lead in organised retailing. The country is currently witnessing a boom in retailing. Rahejas. are now entering the retail business directly or indirectly. Kumar's. RPG Enterprises. independent.Theme for a mall Although the retail sector in India highly fragmented and consists predominantly of small. 21 . Tatas. it happens to be the country's second largest employer after agriculture. One sign of the modernization of Indian retailing is the rapid growth in the number of speciality malls and theme malls. including large real estate companies. Aerens. ITC.
One could venture so far as to say speciality and theme based retailing will drive the growth of organized retailing in India.25 per cent of the estimated total retail market. clothing and lifestyle. organised retailing accounted for a mere $2. ORGAINSED RETAILING Organised retailing got a leg up during 2004 with the opening of new format stores. Many top developers are now toying with the idea of developing speciality malls. Auto Mall.Emergence of specialty retailing Though organised retailing is still at a nascent stage . several theme malls such as Gold Souk (jewellery malls). Speciality malls are already a success in the West. This share has 22 . This is only 1. apparel. Wedding Mall. the Government's intention of allowing a certain level of foreign direct investment in retail and the formation of a retailers' association. automobiles and telecom products. start-up of new-generation shopping malls.9 billion in India.accounting for only around two per cent of the $180 billion retail market in India . rapid growth of existing players. In recent times. With consumer sentiment positive during most of 2004. lifestyle products. it led to substantial spending across a number of categories such as consumer durables. consumer durables and electronics. etc catering to specific needs and occasions have been completed or announced. At the beginning of this decade.it is likely to touch 10 per cent by the end of this decade. whereas the concept is in its infancy in India. Electronic Mall. Four product categories have led the organised retailing wave: foods.
Retail industry in India is at the cross road. It has emerged as one of the most dynamic and fast paced industries with several player entering the market. Retail in India largest industry accounting for over 10% of the country GDP and around 8% of the employment. 23 . Some key facts retail in India largest industry accounting for over 10% of the country GDP and around 8% of the employment. The future is promising the market is growing government policies are becoming more favorable and emerging technology and facilitating operations. the share of organised retail in the retail pie will jump three times to reach 5-6 per cent.already grown to 2 per cent. Some studies estimate that by 2007.Growth projections for retail business vary widely. The market size of Indian retail industry is about US $ 312 billion.
The headquartered in Mumbai the company operates over 12 million square feet of retail space as over one thousand stores across 71 cities in India and employees over 35. The companies leading formats include Pantaloons a chain of fashion outlet. Hyderabad and Bangalore. brand development & entertainment. group subsidiaries are present in consumer finance.Indian consumption cosmos During past decades private final consumption expenditure has been the key driver economic growth in India. insurance. The first set of Big bazaar store open in 2001 in Kolkata. uniquely Indian hypermarket chain. led its founder & group CEO Mr. FUTURE GROUP Future group. While retail firm the core business activity of future group. capital.000 people. food Bazaar a supermarket chain blends he look. Big bazaar. A layout chart of Big bazaar located at Indralok 24 . Kishore Biyani is one of India leading business house with multiple business spanning across the consumption space. touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and control a chain of seamless destination malls.
LADIES TOPS 6. HELP DESK 2. WOOLEN CLOTHS FOR KIDS 9. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART. SECTION DESCRIPTION) 8. JACKETS 4. TRIAL ROOM 7. LADIES ACCESSORIES – LINGERIES 21. WINTER WEAR 10. KIDS CASUAL WEAR 11. WRIST WATCHES ETC 14. LADIES PERFUMERIES 25 . SOFT TOYS 15. LADIES ETHINIC 18. MUSIC COUNTER 17.LAYOUT INDEX 1. KIDS JEANS AND SHORTS 12. INFANT SHIRTS AND T-SHIRTS 13. MEN ACCESSORIES – SUNGLASSES. KIDS ACCESSORIES 3. BABA SUITS 5. HOME DECORATIVE ITEMS 16. LADIES WESTERN 19. LADIES FORMALS(OFFICE WEAR) 20.
HOME FURNISHING (CURTAIN CLOTHS. FOOTWEAR 25. LADIES COSMETICS 23. MEN TROUSERS 31.22. MEN FABRICS 33. MEN SUITS AND BLAZERS 32. Help Desk uses paging service as a tool for the convenience of its employees and customers. MEN ETHINICS DESCRIPTION HELP DESK – As you can see from the layout. CARPETS) 29. SCHEME BASED PROMOTIONAL ITEMS 27. CASH COUNTER 28. the Help Desk is located in a place where everyone has their first sight that is in front of the entrance. This shows that when a person enters in to big bazaar it can get all information about the stores of big bazaar from the person sitting in the help desk. 26 . SPORTS 26. LUGGAGE 24. MEN FORMAL SHIRTS 30.
ladies western wear. MENS SECTION – Next to it is the men’s section that is in the center. Promotional scheme – With an add on to the above products there are various other products which are available with a promotional scheme. and ladies cosmetics respectively. ladies formals (office wear). 27 . The apparels are available at a price of Rs59 onwards. LADIES SECTION – Next to it is the ladies section that is in the extreme right side. ladies perfumeries. Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in another part. water bottles are available in one part. It is divided in to five parts. suits and blazers. infant winter wear etc. In the kid’s section kid’s accessories like diapers. In this section the pillars are used for displaying information like size chart and section description. Ladies section starts from ladies ethnics. The various products under this scheme includes girl t-shirts. Kid’s jackets and baba suits are available in another part. In other parts men trousers. ladies accessories – lingerie’s.KIDS SECTION – The kids section is located just at the left corner of the entrance of big bazaar. Here the price ranges from a minimum of Rs99 to Rs899. fabrics and ethnics are available respectively. The ladies section is segregated in to seven parts. suckers. At one part men formal shirts are available. Here the price of the apparel ranges from Rs99 to Rs1000 approx. trolleys.
infant baba suits. Various kinds of food items. Mr. kids night wear. fruits and vegetables are available there. infant t-shirts. Cash Counter – The cash counter is located just near the exit BOARD OF DIRECTORS Mr. Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. Wholetime Director Gopikishan Biyani. coffee or snacks or any other food item and can relax. Food Bazaar – The food bazaar is in the 1st floor of the building. Kishore Biyani.Non-Promotional scheme – There are various other products available without any promotional scheme which includes jeans. 28 . kids salwar suits etc. Sitting arrangements are well made so that people can sit and take tea. is a commerce graduate and has more than twenty years of experience in the textile business. Gopikishan Biyani. Sports Store – At the extreme corner there is a sports store where various kinds of sport items are available.
He is on the Board of several Public Limited Companies. Delhi and is the Director of National Institute of Design (NID). He has been instrumental in the implementation of the various new retail formats. He is the Deputy Managing Partner of Haribhakti & Co. he was the CEO of Globus. Mr. Shailesh Haribhakti. Prior to joining Pantaloon Retail. Rakesh Biyani.. including Indian Petrochemicals Corporation Ltd. Koshy. Ved Prakash Arya. is a Chartered Accountant. Independent Director S. Independent Director D. Wholetime Director Rakesh Biyani.. Ahmedabad.Mr. S Doreswamy. 1999. Mr. etc. and a Certified Internal Auditor. Ambuja Cement Eastern Ltd. O. is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited Dr. Ahmedabad. is an engineer by training and is a graduate of the Indian Institute of Management. Doreswamy. Director Ved Prakash Arya. Cost Accountant. Chartered Accountants and past president of Indian merchant Chambers. retail stores operations. He is on the Board of Company since June 1. Mr. IT and exports. D O Koshy. holds a doctorate from IIT. He has over 24 years of rich experience in the textiles and garment industry and was instrumental in the setting up of NIFT centres 29 . is a commerce graduate and has been actively involved in category management. Independent Director Shri Shailesh Haribhakti.
➢ 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. Mr. 30 . Welspun India and Indus League Clothing Ltd. Pantaloon Retail (India) Ltd. Associates & Solicitors and an LLM from University of Miami. Independent Director Bala Deshpande. ➢ 1992 Initial public offer (IPO) was made in the month of May. She also serves on the board of Maharishi Commerce Ltd and Samay Books Ltd. The company starts the distribution of branded garments through multi-brand retail outlets across the nation. Anil Harish. Nagarjuna Construction. ➢ 1991 Launch of BARE. Ms. Independent Director Anju Poddar. India’s first formal trouser brand. and also serves on the boards of Deccan Aviation.in Delhi. Unitech. He also serves on the board of Mahindra Gesco. Bala Deshpande. Major Milestones ➢ 1987 Company incorporated as Manz Wear Private Limited. He is a renowned consultant specializing in international marketing and apparel retail management. Hyderabad chapter. Launch of Pantaloons trouser. Chennai and Bangalore. holds a Bachelor of Engineering from University of Oklahoma and is a Director. Independent Director Anil Harish. is the partner of DM Harish & Co. the Indian jeans brand. is Independent Director. NIFT. IndusInd Bank and Hinduja TMT. Anju Poddar. Ms.
Future Group Future Group is one of the country’s leading business groups present in retail. the supermarket chain is launched. EZone.000. retail media. The group’s flagship company. insurance.future group holding becomes the second group company to make a successful initial public offering in the Indian capital market. Pantaloon Retail (India) Limited operates over 10. ➢ 1997 Pantaloons – India’s family store launched in Kolkata.000 people.com are launched across the nation. Multiple retail formats including Collection i. Group enters into joint venture agreements with ETAM Group and Generali.000 stores and employs over 30.➢ 1995 John Miller –Formal shirt brand launched. Depot and futurebazaar. ➢ 2005 Fashion Station . ➢ 2001 Big Bazaar.India’s first hypermarket chain launched.India’s first seamless mall is launched in Bangalore. Future Group is present in 61 cities and 65 rural locations. ➢ 2007.the popular fashion chain is launched ➢ 2006 Future Capital Holdings. consumer finance.000 m2) of retail space. Shoe Factory.future group cross $1 billion mark. Furniture Bazaar. Celebrate in the Heart of Our City’ . ➢ 2004 Central – ‘Shop. asset management. Eat. the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund In division. has over 1.000 square feet (930. Plans forays into insurance and consumer credit. 31 . retail spaces and logistics. ➢ 2002 Food Bazaar. ‘Is se sasta aur accha kahi nahin’ . ➢ 2008.
“Deliver Everything.” The group considers ‘Indian-ness’ as a core value and its corporate credo is . focuses on asset management and consumer credit. 32 . MAJOR INDIAN RETAILERS The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. Future Group companies includes. Future Capital Holdings. Blue Foods and Liberty Shoes. eZone. Indus League Clothing and Galaxy Entertainment which manages Sports Bar. Depot. Retain values. or a range of products. or both. Future Generali India. the Aditya Birla Group. Future Capital Holdings. The Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd. The other three groups are focusing either on perishables and groceries. French retailer ETAM group.Rewrite rules.Some of its leading retail formats include Pantaloons. Food Bazaar. Brew Bar and Bowling Co. Future Money and online retail format www. The group’s joint venture partners include Italian insurance major Generali. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. Everywhere. US-based stationary products retailer Staples Inc and UKbased Lee Cooper and India-based Talwalkar’s. Central. Home Town. the group’s financial arm. Everytime to Every Indian Consumer in the most profitable manner.futurebazaar.com. Future Group’s vision is to. and Bharti Enterprises Ltd. Big Bazaar.
Books & Beyond. Depot. Steel junction. In orbit Lifestyle International-Lifestyle. Daily & Fresh Pantaloon Retail-Formats: Big Bazaar. Max. It 33 . Landmark. Pantaloons. Chroma. and Titan Industries with World of Titans showrooms. Fashion Station. K Raheja Corp Group-Formats: Shoppers’ Stop. E-Zone etc. Hyper City. TruMart Nilgiri’s-Formats: Nilgiri's’ supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Brand Factory. aLL. Central. Pyramid Retail-Formats: Pyramid Megastore. Star India Bazaar.Formats: Fabmall supermarket chain and Fabcity hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry Shoprite Holdings-Formats: Shoprite Hyper LITERATURE REVIEW BY SOUMEN CHATTERJEE Unique customer perception (UCP): According to soumen. Fun City and International Franchise brand stores. Unique Customer Perception is what is required by companies instead of Unique Selling Proposition. Tanishq outlets. Crossword. Food Bazaar. Spencer’s Hyper.RPG Retail-Formats: Music World. Home Centre. The Tata Group-Formats: Westside. Spencer’s Super. Trinethra.
technical management layer and business development layer are necessary. Such perception is both at psychological and behavior levels. If these perceptions of customer can be analyzed then promotion would be easier for customer centric marketing. customer perception should be definitely a key consideration. one of the key service management objectives shall be meeting customers' perceptive enjoyment.“Customer Perception is the Rule and not Customer Satisfaction”. The final aim and ideal effect of service provisioning is to have customers perceive and enjoy the service. This has lead to the concept . hence the core value of services is not like a physical product but the spiritual experience and perception of customers. It is more important to understand customer expectations and make efforts to exceed their expectations. and it is the contents of high quality life in the modern society. or customer perception satisfaction. In customer satisfaction management. 34 .is ultimately that customer look for satisfaction based on the picture of perception derived from various sources. the biggest challenge is customer perception management. Qualified services in the operation execution layer. HUAWEI Satisfy customers perception is the biggest challenge: In meeting customers' requirements and measuring customers' satisfaction indexes. Customers are seeking for material deliverables as well as perceptive enjoyment when purchasing a service product. The major characteristics of service is intangible. Since perceptive enjoyment is a vital service objective.
ORGANIZATIONAL CHART 35 .
Big Bazaar: Is se sasta aur acha kahin nahin 36 .
Big bazaar is the company’s foray into the world of hypermarket discount stores. implicit guarantees and continuous discount programmes have helped in changing the face of the Indian retailing industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local suburban train. Price and the wide array of products are the USP’s in Big Bazaar. Close to two lakh products are available under one roof at prices lower by 2 to 60 per cent over the corresponding market prices. good ambience. The high quality of service. 37 . the first of its kind in India.
38 . Toys. Food Bazaar has proved to be a hit with customers all over the country.Food Bazaar – Wholesale prices Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International supermarket atmosphere with the objective of giving the customer all the advantages of Quality. jams. They have had considerable success in many Indian cities and small towns. owned by the Pantaloon Group and which work on Wal-Mart type economies of scale. salt. Big Bazaar Big Bazaar is a chain of shopping malls in India.Apparel. Range and Price associated with large format stores and also the comfort to See. Household Appliances and more. It is a very innovative idea and this hypermarket has almost anything under one roof…. spices. pulses. With unbeatable prices and vast variety (there are 42 varieties of rice on sale). Big Bazaar provides quality items but at an affordable price. The company has recently launched an aggressive private label programme with its own brands of tea. Touch and Feel the products. The ambience and customer care adds on to the shopping experience. Footwear. ketchups etc.
Is Se Sasta Aur Accha Kahin Nahin !! What's in store for you at Big Bazaar?
1,70,000 products at 6- 60 % discount.
At Big Bazaar, you will get : A wide range of products at 6 – 60 % lower than the corresponding market price, coupled with an international shopping experience. If you deal in the categories mentioned there's a big deal of success for you. Products available in Big bazaar Apparel and Accessories for Men, Women and Children. Baby Accessories. Toys Luggage Cosmetics Crockery Home Textiles Linens Home Needs Sarees Dress Materials Suiting & Shirting Household Appliances Stationery Electrical Accessories Electronics Footwear Household Plastics Utensils & Utilities Hardware Home Decor
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International supermarket atmosphere with the objective of giving the customer all the advantages of Quality, Range and Price associated with large format stores and also the comfort to See, Touch and Feel the products.
'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large supermarkets with a difference. It was flagged off in April'02.With store sizes ranging from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It currently caters to over 1.2 million customers every day across 4 outlets in India and is soon set to expand and double this figure across 8 outlets all over the country by June 2003. Food Bazaar offers the Indian consumer the best of Western and Indian values. The western values of convenience, cleanliness and hygiene are offered through pre packed commodities and the Indian values of "See- Touch- Feel" are offered through the “Mandi” atmosphere created by displaying staples out in the open, all at very economical and affordable prices without any compromise on quality. This satisfies the Indian consumer and comforts her before making her final buying decision. At other super markets, the consumer is deprived of this factor. Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana kitna Aasaan”. This positioning platform of Food Bazaar is evident from the higher discounts and the wholesale price-points which is below MRP.
Food Bazaar represents the company’s entry into food retail and is targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to provide the much important ‘touch & feel’ factor which Indian housewives are used to in the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides fruits and vegetables. All products are sold below MRP and discounts range between 2% to 20%. Fruits and vegetables are sold at prices comparable to wholesale prices.
CHAPTER -III i) ii) Data collection Data analysis and interpretations 42 .
both primary and secondary data collected. i) Primary data ii) Secondary data DATA COLLECTION Data is collected by using various methods. These categories are. PRIMARY SOURCES: Questionnaire Keeping in view the objective of study a questionnaire (as given Annexure) was selected there is Twenty in all. All questions are small in size and arranged logically.Data Collection Data can be classified under two categories depending upon the sources utilized.they were interviewed personally. The language is simple to understand. For the purpose of fulfilling the objective of study and for completing the Research project Report. Interview Information was also obtained by conversation with Customers . SECONDARY DATA: The second information is taken from company document available on websites 43 .
Tabulation After all the questionnaires were collected back. The nature of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped in keeping the path of research in focus throughout the work. Each answer of the respondent was tabulated to its respective category. Where the respondents did not find the relevant answer in his choice provided. so they left it unanswered. SAMPLING DESIGN In the backdrop of objective set. Problem faced while collecting and filling questionnaire Some of the respondents were hesitant to answer the questionnaire.The other related journals information and industry association’s sites have also been viewed. the responses were tabulated. they added they added their own choice or left it unanswered. SAMPLE SIZE: 350 CONSUMERS contacted during this research work. 44 . Some respondents did not want to answer the questionnaire. a sample study conducted in Delhi& NCR. Collection of the questionnaire Sufficient time was given to the respondents to answer the questionnaire.
Each of the analysis is done as per the information obtained from the customers and a serious interpretation has been done to best of my effort. I have surveyed around 350 respondents of Delhi & NCR who come to visit big bazaar. The customers gave me valuable information regarding their consumption pattern in big bazaar.ANALYSIS I have done a market field survey on big bazaar. All the analysis and its interpretations are discussed below. I collected all those information and a proper analysis is done. A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar and personally interacting with them. 45 .
Customer s monthly income Higher income Group Middle Income Group Lower Income Group No Income Group 5% 50% 20% 25% N L M G H 2 5 I o r i 5 0 % N w d o g % C I e d u h O n r l p e M c ( e r E o R I ( m s n R > I e . R c R G 0 m s o O r 0 e 4 . Among the 350 respondents 50% of customers are of middle 46 . 0 1 ) 0 0 0 0 ) Analysis: The above diagram shows the distribution of income level of customers coming in to big bazaar. c s n G 1 o . m U o 0 6 e P u 0 p 0 4 0 ( 0 < 0 6 ) 0 R 0 s ) 0 .
Probably not much of lower income group people come to big bazaar as they don’t like to have any shopping experience rather they just go for nearby store where they can get their necessity goods. Interpretation: Big bazaar is the hub of shopping for middle level income group people because of its reasonable price on its each product category. The higher level income group people are very status conscious and their psychology is such type that they don’t prefer much to visit big bazaar as it is a discounted store. The lower income level of people coming to big bazaar constitutes of 20%. 25% of people belong to no income group which mostly consists of students. Hence big bazaar should include branded products in its product category which will encourage higher income group people to come in to big bazaar. The lower income group people come in to big bazaar as they get goods at a discounted price. So they don’t have much interest to come to big bazaar and do shopping. Even they purchase goods on a regular basis on a small quantity. Least number of customers visiting Big bazaar are the higher income level people (> Rs.60000 pm) that constitute only 5%.income level that is between Rs10000 – 40000 per month. The higher level income group people don’t prefer to do shopping in big bazaar as it doesn’t deal with branded products. 47 .
29% customer visit weekly 23% customers visit quarterly and 14% customers visit on planned basis . it means mostly customers visit weekly and monthly basis for purchase their requirements. 48 .Weekly Monthly Quarterly On unplanned basis 29% 34% 23% 14% Customers visit Big Bazaar Interpretation: From this I interpret that in big bazaar 34% customers visit monthly.
Purpose behind visiting big bazaar Shopping Outing Both 60% 10% 30% 49 . It shows that customers satisfaction level is more in big bazaar.Apart from Big Bazaar visit retail outlet Yes No 64% 36% Interpretation: From this I interpret that 64% customers of big bazaar visit other retail stores for their requirements and 36% customers of big bazaar generally do not visit other retail stores.
P ROE U P S 3% 0 Sop g h p in O tin u g 6% 0 1% 0 B th o Analysis: Out of the 350 respondents 60% of respondents visit big bazaar for shopping. Interpretation: From this I interpret that big bazaar is purely a shopping complex but it also facilitates a certain kind of ambience and decorum to the people that they also visit it for the purpose of outing. Demand for other retail outlets in a mall 50 . This is very nice for it as often customers. 10% for outing and 30% visit big bazaar for both the purposes. People enjoy doing shopping in big bazaar. The infrastructure and ambience of big bazaar is so that people even like to go there even also they don’t have to purchase anything.
Some people that are 10% each also visit gift corner store and jewellery & watches store in a mall other than big bazaar. 51 . 20% of the people go to footwear outlet in a mall other than big bazaar. 30% of people also prefer to visit food court in a mall other than big bazaar. 20% of people also go to mall for entertainment purpose.Garment Outlet Footwear Outlet Food Court Entertainment Gift Corner Jewelers and Watches Store 65% 20% 30% 20% 10% 10% Analysis: The above graph shows that 65% of people visit garment outlet in a mall other than that of big bazaar.
52 . People go for watching movies to mall for entertainment. Yet a few people visits gift corners and jewellery stores in a mall. This is of course a threat for big bazaar that it is not able to attract customers from other retail outlets and retain them with it.Interpretation: From this analysis I come to know that most of the people tend to visit garment outlets in a mall other than big bazaar as it has some exclusive branded outlets. People also go for footwear stores as malls have branded footwear stores in it. It can include some of the exclusive branded outlets of cloths and jewellery in it in order to attract the brand choosy customers. Big bazaar should definitely include more of branded products in its product category in order to bring in the customers of mall to it and retain them with it.
The next highest demand is for food items that is 50%. 25% demand is for leather items in big bazaar. 53 .Products mostly purchased by customers in big bazaar Clothes Grocery Food Item Leather Item Electronic Item Gift Item Any other Item 60% 70% 50% 25% 15% 10% 10% A yo e Ite n th r m G Ite ift m E c n I m le tro ic te L a e Ite e th r m Fo I m o d te G ce ro ry C th s lo e 0 % 2% 0 4% 0 6% 0 8% 0 S rie 1 e s Analysis: This chart clearly indicates that the demand for grocery that is 70% is highest by the customers followed by clothes rated 60%. Electronic items holds 15% of demand and gift items and other items has a demand of only 10% by the customers of big bazaar.
It should also include branded products so that more sales can take place. I can interpret that clothes. Electronic items have a little demand by the customers.Interpretation: From this analysis I interpret that customers demand are high for grocery and clothes followed by food items in big bazaar. Gift items and other items are not much in demand by the customers. Big bazaar has many local branded products of grocery and cloths and it is successfully selling it. grocery and food items are the major products which hold maximum number of customers. So big bazaar should maintain its low pricing and product quality to keep hold of the customers and also it should keep more qualitative products of gift and leather items so that people would go for more purchase of these items from it. 54 .
16% of people spend Rs 5001000 and only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.Expenditure pattern of customers coming in to big bazaar Below Rs. Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs 1500-2000 respectively in a visit to big bazaar.500 /single visit 500-1000 /single visit 1000-1500 /single visit 1500-2000 /single visit More than 2000 /single visit 11% 16% 22% 22% 29% E P N IT R P T E N X E D U E AT R 1% 1 2% 9 1% 6 B lo 5 0 e w 0 50 00 0 -1 0 1 0 -1 0 00 50 1 0 -2 0 50 00 M re th n 2 0 o a 00 2% 2 2% 2 Analysis: We can clearly see from this graph that majority of the customers spend a lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to big bazaar. 55 .
Volume sales are high in big bazaar. More discounts shall be provided to people who does bulk purchase. Those customers who are spending very less money that is below Rs 500 are mostly coming in just to move around big bazaar and spend time. In the process they used to spend money on food items and also purchase some products while roaming in it. 56 . Customers tend to purchase more goods from big bazaar as it provides goods at a discounted rate. Impulse buying behavior of customers comes in to play to a large extent.Interpretation: From this I interpret that most of the customers purchase goods in bulk which leads them to spend a lot. Probably those persons who spend more in a visit to big bazaar are purchasing on a monthly basis. This will encourage people to purchase more products.
The sales personnel should focus on the people who take long time in shopping and purchases a lot and provide special kind of service to them as they are the major customers. People also spend much time in it but purchase very few goods. 22% respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar. 57 . Majority of the respondents (35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. Interpretation: As per the given data I interpret that customers are very product choosy now a days and that’s why they spend a lot of time in shopping in big bazaar. Probably customers might even be spending more time in big bazaar as it provides a very nice ambience and atmosphere for the people to shop in.Time spent by customers in shopping in big bazaar Less than half an hour Half an hour to 1 hour 1 hour to 1 1/2 hours 1 1/2 hours to 2 hours More than 2 hours 10% 15% 35% 22% 18% Analysis: People spend a lot of time in shopping in big bazaar. Only 10% of people said that they spend very little time that is less than half an hour in big bazaar. Hence those persons who spend half an hour or less than half an hour in big bazaar are those persons who just come to purchase limited products and come only because of low pricing of products.
Weeks days Weekends 40% 60% Comparison of footfalls in weekdays and weekends F OF L S O T AL 4% 0 We sd y ek as We e d ek ns 6% 0 Analysis: The above graph shows that more number of people comes to big bazaar in weekends than that of week days . Though there is not much difference as 40% of people visit big bazaar in week days hence in weekends the footfall 59 . Interpretation: I can clearly interpret from this that most of the people tend to visit big bazaar in weekends rather than that of week days.40% of people visits big bazaar in weekdays where as 60% of people visit big bazaar in weekends. There are more footfalls in big bazaar in weekends than that of week days.
Hence the crowd is more in weekends and big bazaar should avail more parking spaces for its customers in weekends. It should not spend much money in advertising and displaying of products in weekdays rather it should advertise and display products more in weekends as more number of people comes in weekends. so big bazaar should keep it open for more time in week ends. 60 . It can make some temporary arrangement for parking every weekend. As people come more in weekends. The infrastructure can be changed a bit in week ends so that customers can see more products clearly and can move around comfortably. In order to bring in more number of customers in week days big bazaar should provide some schemes in week days which will encourage people to come in to it in week days also.increases by 10%.
M – 3 P.M – 10 P.1 P.M .M 8% 17% 35% 40% Analysis: The above pie chart shows that most of the people prefer to visit big bazaar in evening time than that of the day time. Interpretation: From the above analysis I interpret that evening time is the peak time for big bazaar and day time is the off peak time for big bazaar.Customers preference of timing to visit big bazaar 10 A. In this way it 61 . It could offer some special kind of product in daytime which will be not available during evening time.M 1 P. Big bazaar shall provide some special offerings during day time so that more people should come in during day time.M 3 P. Probably more of products are being sold during evening time in big bazaar than that of day time. There is more number of people found in big bazaar during evening time than that of day time. Only 25% of people tend to visit big bazaar during day time while 75% of people tend to visit big bazaar during after noon time.M – 6 P.M 6 P.
will bring in more number of people during day time for getting the special kind of products but along with that it will be able to sale other products as people do a lot of impulse buying at big bazaar. Comparison of customers purchasing with planned list of products and purchasing products on unplanned basis Yes No 50% 40% 62 .
The customer who comes with a planned list of products purchases more products than that of the customers who comes without any planned list of products. 40% of people come in to big bazaar without any planned list of products to be purchased from big bazaar. Interpretation: As per the data obtained from the customers of big bazaar I interpret that most of the customers comes in to big bazaar with a planned list of products. Some couples come to mall and go to food bazaar to have food together and to have chit chat among them.Ever 10% Analysis: As shown in the graph out of my total respondents of 350. 63 . Few customers come to big bazaar without any planned list of products and purchases products depending on their selection. So big bazaar should provide more variety and essential goods so that more number of people should come in with a planned list of products. These people basically come to the mall and hence get in to big bazaar. 50% of customers come to big bazaar with a planned list of products. Depending on the product category and brand and quality of products they purchases goods.
40% of people told that they prepare a list of brand depending on the product category.Brand preference of customers in big bazaar Yes No Depends on category 10% 50% 40% B A DP E E E C RN RFRN E 1% 0 4% 0 Ys e N o 5% 0 D p n so eed n c te oy a gr Analysis: As seen in the above chart it is clearly known that only 10% of people come in to big bazaar with a list of brands in advance. 50% of people completely deny that they don’t prepare in list of brand in advance. 64 .
Some customers also pre decides the brand on the local manufactured grocery and food products of big bazaar. On product categories like grocery and clothes. As most of the customers belong to lower class and middle class people. they purchase those local branded products as it gives them value for money. Quality of products varies with the price. Customers probably don’t decide for brands on products as there are not much of known branded products available at big bazaar. This enables customization of products for various types of customers. 65 . Customers purchase a lot of these as its cheap in price even though its quality is not so good.Interpretation: From this I interpret that customers don’t opt for much brand preference while purchasing products in big bazaar. big bazaar has many local branded products. This will bring in more number of people to big bazaar which will definitely increase the sales. Big bazaar should include more of the branded products in its each category so that customers have more options to choose among the brands. Different products of the same category have different prices. A few customers search for brands but depending on the product category. Customers search for brands mostly in apparel section.
Cloths Grocery Gift Items Electronic Items Leather Items Any Other Item 40% 40% 33% 25% 2% 12% Comparison of brand preference on different product category 66 .
33% brand preference is on gift items and 25% is on electronic items. Brand preference on leather items is 2% and 12% on any other item. Interpretation: From this I interpret that some of the products brand are pre decided in advance and for some of the products customers don’t at all pre decide any brand.It e m s It e m ce ry th s I te m C lo le ct ro Le G ift Analysis: This graph shows that cloths and grocery are the only two items on which customers mostly prefer the brands that is 40% each. E A ny O th er er at h G ro ni c It em 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Series1 s 67 . The customers pre decides brands on cloths and grocery most as big bazaar produces much of local brands and also have some well known branded products of clothes with it like flying machine jeans. As per electronic goods are concerned customers pre decide the brand as many branded electronic products are available in big bazaar.
Mode of payment of customers in big bazaar 68 .
Interpretation: As per the obtained data I interpret that more number of people makes cash payment in big bazaar. Hence sometimes big bazaar has to wait for a short time period as some of the customers make their payment through credit and debit card. out of the total respondents 55% of Cash Payment Credit Card Debit Card 55% 19% 26% people make cash payment in big bazaar.Analysis: As per my study is concerned. 19% of them uses credit card as their mode of payment and 26% of the people makes payment in big bazaar through their debit card. 69 . A fraction of people uses their credit card for payment in big bazaar and a very few people uses their debit card for payment. I can interpret that quick exchange of money for goods is done in big bazaar as most of the people mode of payment is cash payment.
Around 65% of the total 70 .Price Service Ambience Product Variety Product Quality Convenience 60% 40% 50% 65% 20% 35% Comparison of factors which encourages customers to come in to big bazaar Analysis: People are mostly encouraged to come to big bazaar because of its cheap price and availability of variety of products.
big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. Even it provides a good service and ambience to its customers which encourages them to visit big bazaar more and more times. Even most of the customers said that they get goods there in a discounted price and so they come in to it.respondent said they are mostly encouraged to come to big bazaar as it has variety options. I can also interpret from this that big bazaar has located itself in a good place from where it is able to attract customers. Product quality is rated at very low that is only 20% which encourages the customers to come to big bazaar. Around 35% of customers also said that convenience is also another factor which leads them to come to big bazaar. People mostly come to big bazaar as they get various kinds of products under one roof. Big bazaar should try and produce more qualitative products so that customers can get more satisfaction and would never think of not doing shopping in big bazaar. Many customers also said that they feel good about the service and ambience provided by big bazaar. 71 . It is also clearly known that big bazaar sales its goods at a discounted price as compared to the market. Interpretation: From this analysis I interpret that big bazaar is a well known for its variety options. As a hypermarket which is to be located far off the city.
Services of the sales personnel in Big Bazaar Very good Good Ok Poor Very poor 17% 29% 36% 13% 5% Interpretation: From this I interpret that 36% customers realize service of sale personnel in Big Bazaar is OK. 29% realize good. 17% realize Very Good. 13% realize Poor and 5% customers is very dissatisfied with sales personnel’s in Big Bazaar. Customers’ mode of transport to big bazaar Hired Vehicle Two-wheeler Four-wheeler 10% 40% 35% 72 .
A few people are found who comes in to big bazaar with a hire vehicle. 10% customers of the total respondent comes in any other mode of transport. Only 15% of people of the total respondent visits big bazaar on hired vehicles. Interpretation: From the above data I interpret that there are more number of four wheelers coming found in big bazaar than that of two wheelers.Any Other 15% Analysis: Around 40% of the total respondent of comes in to big bazaar with their own two wheelers. Probably they might be the tourists. People prefer more to go to big bazaar in four wheelers than that of two wheelers. The second majority of people consist of people riding four wheeler and coming in to big bazaar. 73 .
Less than adequate Adequate More than adequate 45% 45% 10% Parking space availability in big bazaar AA AI I Y F AK G PC VI B T O PRI SAE L L N 1% 0 Ls t a es hn aeut dqa e 4% 5 Aeut dqa e Mehn o ta r aeut dqa e 4% 5 74 .
65% of them says they go to their nearby kirana store and 35% said that they don’t at all go to any kirana store. Only 10% of people say that more than adequate space is available for parking in big bazaar. Customers preference towards Kirana store Analysis: Out of my total respondent of 350 customers. Hence it’s a threat for big bazaar as it may loose its customers because of less parking space availability.Analysis: As it is shown in pie chart most of the people say big bazaar does not provide adequate parking space. Yes No 65% 35% Interpretation: Analyzing the above data. Equal number of people also says that adequate space is provided for parking big bazaar. 75 . I interpret that customers are not satisfied with the parking space availability provided by big bazaar. Even though many customers say adequate space is available for parking in big bazaar but also it is a threat for big bazaar as it is seen more number of people are expected to come in to big bazaar. In holidays probably it will be very difficult for customers to park their vehicle in big bazaar.
76 . Interpretation: As per the given data I analyze that most number of people tend to purchase goods from nearby kirana store even if they come to big bazaar. Some customers never go for shopping in kirana store as of it does not have much variety option available with it.This shows that majority of people go to kirana store even though they visit big bazaar. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from kirana store. But some customers are there who never goes to any kirana store. I can conclude from this that a kirana store is a competitor of big bazaar.
Comparison of Big bazaar with any Kirana store Convenienc Price Big bazaar Kirana store 70% 30% Service 50% 50% Variety 100% 0% Quality 40% 60% e 25% 75% Shopping Experience 90% 10% Ambience 95% 5% 77 .
120 100 80 60 40 20 0 ric e e rv P ic e 10 0 7 0 5 0 3 0 0 7 5 60 40 2 5 9 0 95 Big b azaar Kiran store a Analysis: The above graph shows the comparison of different factors between big bazaar and a nearby kirana store. Each and every customer that is 100% agrees that there are more variety of 78 ar ie ty Q S C ua h o o lit pp n y in ve g ni en E xp c er e ie nc A m e b ie nc e 1 0 5 S V . 70% of people say big bazaar provides goods at a cheaper price as compared to that of a kirana store. 50% of people say big bazaar provides better service and another 50% of them say kirana store provides better service.
90% of respondents said it is a good shopping experience at big bazaar while 105 of them said that they also have a good shopping experience at kirana store.products available at big bazaar than that of kirana store. It is a threat for big bazaar as some of the attributes of a kirana store provides more satisfaction to customers. 75% people say it is more convenient for them to go to a kirana store while 25% of them say going to big bazaar is more convenient for them. Interpretation: I interpreted from this that a kirana store is one of the competitor of big bazaar. 79 . As per quality of goods is concerned 60% of the customer say kirana store provides better qualitative products while 40% of the customers say big bazaar also provides qualitative products. Big bazaar should try to improve on each of its attributes and out compete the kirana store so that it can convert the customers of kirana store to be the customers of big bazaar. As per ambience is concerned 95% of customers said big bazaar provides much nice ambience than big bazaar while 5% of them said that ambience provided by kirana store is also equivalent to that of big bazaar.
80 . Org. Retails 45% 55% Service 50% 50% Variety 55% 45% Quality 52% 48% e 54% 46% Shopping Experience 46% 54% Ambience 58% 42% Interpretation: I interpreted from this that other organized stores is another competitors of big bazaar. Big bazaar should try to improve on each of its attributes and out compete the other organized stores.Comparison of Big bazaar with others Organized retailers based on following points Convenienc Price Big bazaar O. It is a threat for big bazaar as some of the attributes of other organized stores store provides more satisfaction to customers.
opportunities and threats of any company. opportunities and threats of big bazaar. weaknesses.SWOT ANALYSIS OF BIG BAZAAR A SWOT analysis is done to know the strengths. Strengths of Big bazaar • • • • Large variety option Cheap price Huge customer Base Volume sales Weaknesses of Big bazaar • • • Lacks in branded products Low in product quality Unable to provide enough parking space to its customers Threats for Big bazaar • • • Opening up of other discounted stores like Vishal mega mart Convenience of customers to nearby kirana stores Availability of products in other retail outlets 81 . This analysis will explain about the strengths. weaknesses.
• Add more products to its product category 82 .Opportunities for Big bazaar • To open up more and more number of big bazaars in different cities of the country. • • To grab the rural market To bring in the customers of other retail outlet by dealing with branded products.
CHAPTER-IV Findings 83 .
7. There are more than 50 big bazaars in different cities of India. chocolates and many more. grocery. 5. Big bazaar has positioned itself in the market as a discounted store. 8. watches. Big Bazaar mainly deal with middle income group people who want qualitative product with reasonable cost. it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. Continuously opening of Big Bazaar chains in different major cities. 10.FINDINGS 1. leather items. 9. Big bazaar has a good reputation of itself in the market. 3. electronic items. stationary. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly and monthly basis. Customers realized that Big Bazaar stores provide qualitative products/service with reasonable price. 4. jewellery. It competes with 84 . 2. food items. sport items. increasing quantities of the customers & profit show that Big Bazaar most accepted name in organized retail chain in India. decorative items. The majority of customers belong to middle class family. crockery. Impulse buying behavior of customers comes in to play most of the times in big bazaar. 6. At present time Big Bazaar provide different types of product assortments to the customers. Big bazaar is a hypermarket as it provides various kinds of goods like apparels. Big bazaar holds a huge customer base.
all the specialty stores of different products which provide goods at a discounted rate all through the year. Vishal Retail Group. The Tata Groups (Croma). Kirana stores & Sabka Bazaar etc. 11. Reliance Retail. The major players in retail industries are Big bazaar. 85 .
• The service of the sales person is needed to be improved. • During the off peak hour’s big bazaar should provide some offers to its customers so that people would be encouraged to come to big bazaar during off peak hours. The customers who are present in the mall during the off peak hours of big bazaar will definitely go in to big bazaar if surprise offers are made at that time. • It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time. This will be a kind of motivator for the customers of big bazaar. 86 .SUGGESTIONS • Big bazaar should include more of branded products its product category so as to attract the brand choosy people to come in to big bazaar. • Big bazaar should provide large parking space for its customers so that they can easily park their vehicles. Personal care should be taken by the sales person for the customers so that the customers feel good.
Conclusion 87 . • The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar during those days. The person sitting at the help desk of big bazaar should be able to provide all necessary information to the customers whenever it is required.• Customer care department is needed to take proper care of customer complaints and queries.
Big bazaar is a hypermarket as it provides various kinds of goods like apparels. crockery. grocery. Big bazaar is a hypermarket store where varieties of products are being sold on different product category. stationary. It holds a large customer base and it seemed from the study that the customers are quite satisfied with big bazaar. food items. As people go to malls they just tend 88 . It is a place where customers find variety of products at a reasonable price. People not only visit big bazaar to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. leather items. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. It holds a huge customer base. It has emerged as a hub of shopping specially for middle class people. it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. It has positioned itself in the market as a discounted store. electronic items. Big bazaar has a good reputation of itself in the market.Big bazaar is a major shopping complex for today’s customers. sport items. Impulse buying behavior of customers comes in to play most of the times in big bazaar. Even most of the people do their monthly shopping from big bazaar. In Delhi it is the middle class people who mostly do marketing from big bazaar. chocolates and many more. The majority of customers belong to middle class family. decorative items. Different types of products starting from a baby food to pizzas all are available under one roof. Volume sales always take place in big bazaar. As of now there are 34 big bazaars in different cities of India. jewellery. watches. The youth generation also likes shopping and moving around big bazaar.
Even though some customers say that they don’t feel problem in parking their vehicle. it is because of the parking space available to them by the mall. As it is surveyed it seems that the biggest competitors of big bazaar are the kirana stores. 89 .to move around big bazaar whether it is for shopping purpose or for outing purpose. The Tata Groups (Croma). The major drawback of big bazaar is that it lacks in providing enough parking space for its customers. apparels and food items are the products which are demanded most by the customers of Delhi in big bazaar. & Sabka Bazaar etc. discounted specialty stores like Vishal mega mart. This may discourage the customers to come to big bazaar and shop as they face difficulty in parking their vehicles. Delhi bazaar Big bazaar. Grocery. Reliance Retail.
CHAPTER – V LIMITATIONS OF STUDY 90 .
Due to very large size of the population. It is not possible for us to spend more time in interaction with them.Limitations of study Certain limitations do creep in a research study due to constraints of the time. only a selected sample of customer could be contacted. II. V-Due to fast pace of life. III. the present study is also not free from certain limitation. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. VI-Personal biases might have come while answer the questionnaire. VII-As per company rule many information was not disclose as the manager are busy in their daily schedule. ANNEXURE(S) 91 .Some customers were not willing to give appointment due to their busy schedule.Due to time constraint and other imperative work load during the t period it could not be made possible to explore more area of concern pertaining to study. I. IV. some customers were not able to do justification to the questionnaire. which were unavoidable. money and human efforts.Also impossible for company to prove information is confidential.
000 b) 20. What’s your monthly income? a) Below 10.000 – 60.000 – 40. Age: 3.How frequently do you visit Big Bazaar? a) Weekly b) Monthly c) Quarterly d) On unplanned basis 2. If yes then what are the other retail outlets do you intend to visit in a mall? e) Garment Outlet f) Footwear Outlet g) Food Court h) Entertainment i) Gift Corner j) Jewellery and Watches store 92 . Profession: 7. Address: 5. 8.Questionnaire PART-1 1. Name: 2.000 c) 40.000 PART-2 1.000 d) More than 60. Gender: 4.Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall? a) Yes b) No 2. Qualification: 6. Ph.(a).
On an average how much amount of money do you spend in a visit to Big Bazaar? a) Below 500 b) 500 – 1000 c) 1000 – 1500 d) 1500 – 2000 e) More than 2000 5. How much time do you spend in a visit to Big Bazaar? a) Less than half an hour b) Half an hour to 1 hour c) 1 hour to 1 ½ hours d) 1 ½ hours to 2 hours e) More than 2 hours 93 . What is the purpose behind visiting Big Bazaar? a) Shopping b) Outing c) Others 3. What type of products do you mostly purchase in Big Bazaar? a) Cloths b) Grocery c) Food Item d) Leather Item e) Electronic Item f) Gift Item g) Any other Item 4.2.
6. Which days of the week do you prefer to visit Big Bazaar? a) Week days b) Weekends
7. Which time of the day do you mostly prefer to visit Big Bazaar? a) 10am – 1pm b) 1pm - 3pm c) 3pm-6pm d) 6pm – 10pm 10. Do you go with a planned list of products to be purchased from Big Bazaar? a) Yes b) No c)some time
11. Do you prepare a list of brands in advance when you visit to Big Bazaar? a) Yes b) No c) Depends on category
12. In which categories of products do you pre-decide the brands? a) Cloths b) Leather Items c) Electronic Items d) Grocery e) Gift Items f) Any other Item
13. What is your mode of payment in Big Bazaar? a) Cash payment b) Credit Card c)Debit Card
14. What encourages you to visit Big Bazaar? a. Price b. Service c Ambience c. Product Variety d. Product Quality e. Convenience
15. How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5 scale? Very good Good Ok Poor Very poor
16. Which type of your convenience to Big Bazaar? a) Hired vehicle b) Two-wheeler c) Four-wheeler d) Any other 17. How is the parking space availability in Big Bazaar? a) Less than adequate b) Adequate c) More than adequate
18. Do you go to Kirana store? a) Yes b) No
19. Compare your nearest Kirana store with Big Bazaar. a) Price I. Kirana store a) Service 1. Kirana store b) Variety 1. Kirana store c) Quality 1. Kirana store d) Convenience 1. Kirana store e) Shopping Experience 1. Kirana store f) Ambience 1. Kirana store
II. II. II. II. II. II. II.
Big Bazaar Big Bazaar Big Bazaar Big Bazaar Big Bazaar Big Bazaar Big Bazaar
15. Compare others organized retail stores with Big Bazaar on the following parameters. a) Price 1.Big Bazaar II. Others Organized Retailer b) Service 1.Big Bazaar II. Others Organized Retailer c) Variety 1.Big Bazaar II. Others Organized Retailer d) Quality 1.Big Bazaar II. Others Organized Retailer e) Convenience 1.Big Bazaar II. Others Organized Retailer f) Shopping Experience 1.Big Bazaar II. Others Organized Retailer g) Ambience 1.Big Bazaar II. Others Organized Retailer
Retail Management (Pearson education. (Prentice hall of India pvt.in 97 . 4th edition ) ► Newman A.R.in Retail seminar.com Retailing. 12th edition) ► Malhotra K.L.co.co. marketing management. 5th edition) ► Berman B and Evans J.Retailing. Graw hill.) INTERNET WEB PAGE • • • • • Bigbazaar.1st Ed. (Pearson education.co. 10th edition) ► Louden D.Environment and operations(Vikas. and Cullen P. marketing research (An applied orientation). In Literature review on Big Bazaar.in Organizedretail. Research design.Bibliography BOOKS ► Kotler Philip. & bitta delia consumer behavior ( tata Mc. Naresh.J.
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