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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.
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. 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.CERTIFICATE This is to certify that the Research Project Report entitled. has been carried out by Shiv Kumar Tiwari bearing University Roll No. under my supervision and guidance. 0823070405. Lucknow. Rinku Sanjeev 4 .
Dronacharya college of Engineering 5 . S. Bishayee H. MBA Dronacharya college of Engineering CERTIFICATE This is to certify that Shiv Kumar Tiwari.O.Associate Professor Date Dept. The results embodied in the Report are original and not submitted to any other University / Institute for the award of any Degree / Diploma. University Roll No. MBA-IV Semester. 0823070405. Dept. has carried out the Project Work presented in this Report entitled “A Study on Buying Behavior of Customers in Big Bazaar in NCR”. Prof. MBA Date.K.D.
CONTENTS CHAPTER-I . 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 .. CHAPTER-III i) ii) Data collection Data analysis and interpretations 34-75 35-36 37-75 6 .
Expenditure pattern of customers coming 8. Customer s monthly income 2. Apart from Big Bazaar visit retail outlet 4. Comparison of footfalls in weekdays and weekends 10.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. Customers visit Big Bazaar 3. Time spent by customers in shopping 9. Purpose behind visiting big bazaar 5. Products mostly purchased by customers 7. Demand for other retail outlets in a mall 6. Customers preference of timing to visit big bazaar 11. List of products and purchasing products on a unplanned basis 38 40 41 42 43 45 47 49 51 53 55 7 .
Parking space availability in big bazaar 19. Comparison of brand preference on different product category 14. Comparison of factors which encourages customers to come 16.12. Customers’ mode of transport to big bazaar 18.I 8 . Customers preference towards Kirana store 20. Brand preference of customers in big bazaar 13. Mode of payment of customers in big bazaar 15. Comparison of Big bazaar with others Organized retailers 57 59 61 63 65 66 68 69 71 73 CHAPTER . Services of the sales personnel in Big Bazaar 17. Comparison of Big bazaar with any Kirana store 21.
branded retail outlets and 9 . Technology is one of the major factors which is responsible for this paradigm shift in the mark. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed. There have been many factors responsible for the changing market scenario. malls. Today we can see a new era in market with the opening up of many departmental stores. Today’s market scenario is very different from that of the market scenario before 1990. There has been a shift in the market demand in today’s world. the market scenario is also changing from time to time. New generation people are no more dependent on haat market and far off departmental stores. shopper’s stop. hyper market. life styles and social class of people have completely changed now than that of olden days.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.
It will help me in estimating the customer’s future needs . 10 . 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. 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. It is a type of market where various kinds of products are available under one roof. My study will find out the current status of big bazaar and determine where it stands in the current market. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. wants & demands. Big bazaar is a new type of market which came into existence in India since 1994.specialty stores.
To find out the buying behavior of the customers coming in to Big Bazaar in NCR.OBJECTIVES OF THE STUDY 1. To study the satisfaction level of customers in different attributes of Big Bazaar. To identify main competitors of Big Bazaar. 2. To find out the customers response towards Big Bazaar. 4. 11 . 3. To determine the current status of Big Bazaar. 5.
12 .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. The scope of research is limited for NCR area. This research is based on primary data and secondary data. competition in management. 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. It aim to understand the skill of the company in the area like technological advancement. It provides help to further the research for organized retail sector in NCR area. Due to time constraint only limited number of persons contacted.
Research says about customer buying behavior towards Big Bazaar in NCR area. The study rate of customer satisfaction level with Big Bazaar for NCR area. 13 . The study shows Opportunities and challenges for Big Bazaar respect of internal & external environment. Its provide guideline for further research in NCR area for organized retail. growth and Market Potential of Big Bazaar in NCR area. Research say about main competitors in the field of organized retail sectors. The research shows future Scenario of Big Bazaar in current perspective.Importance of Study The study shows customers buying pattern with Big Bazaar in NCR area.The study provide help to know the customers satisfaction with Big Bazaar stores. The study provide guideline to further extension of Big Bazaar in NCR area . The research is also important to identify Market size.
Area of study: The study is exclusively done in the area of marketing. It is a process requiring care. and imagination for which there can be no mechanical substitutes.Research Methodology Technology. business judgment. experience. Research Methodology is a set of various methods to be followed to find out various information’s regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products. customers tastes and preferences play a vital role in today’s generation. sophistication. Research Design 14 .
Convenience sampling Sample Size: 350 Customers Data Collection : Data is collected from various customers through personal interaction. Specific questionnaire is prepared for collecting data. 15 . Sampling Design: Non Probability sampling. Data is collected with mere interaction and formal discussion with different respondents. 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.Exploratory Research.
CHAPTER-II Theoretical Perspective 16 .
Queuing up for the coronation ceremony are a multitude of global companies that are looking at India as the next consumer market powerhouse. Retailing is the final step in the distribution of merchandise. the last link in supply chain – connecting the bulk procedures of commodities to the final consumers. There is no supply chain management perspective.Theoretical Perspective Retailing The Indian consumer could well be crowned King with all economic indicators in the right place. only a Rs. 20. In this study I will try to find out the present scenario of retail market in India. 17 .000 crore segment of the market is organized. 400. And it seems to be the retail sector that will give the desi consumer royal status.000 crore retail market is UNORGANISED. This project will give focus on the global scene to retail industry and what will drive the growth of industry in the future. Retailing in India is thoroughly unorganized. According to a survey b y AT Kearney. an overwhelming proportion of the Rs. In fact.
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 . both as a global base and a domestic market. especially in retail. KPMG India." The report. 2005. however. "Companies expect that the next cycle of change in Indian consumer markets will be the arrival of foreign players in consumer retailing.the next big thing?' has said: "India represents an economic opportunity on a massive scale.000 crore. 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. estimates the retail market in India will grow from $394 billion in 2005 to $608. Executive Director and Head . the ORGANISED retail industry will grow to Rs.9 billion in 2009. however. 400. 18 . most companies believe that will not be for long. KPMG in a recent report titled `Consumer Markets in India . The Economist Intelligence Unit (EIU) country briefing on India. And the numbers do lend credence to the enthusiasm. 160. 800.From a size of only Rs. as indicated above will grow 20 per cent annually from Rs. in which he expressed confidence that he would be able to get the Left parties on board on the matter. finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector.making it one of the five largest in the world." says Deepankar Sanwalka. Further.000 crore in 2000 to Rs.Consumer Markets.20. FDI in retail has once again begun to appear imminent following Prime Minister Manmohan Singh's recent interview to McKinsey. The TOTAL retail market.000 crore by 2005. Although FDI remains highly restricted in retailing.
19 .a multi-brand departmental outlet and the Crossroads Mall set up by the Piramal’s. But this scenario is changing fast. optimal utilization of real estate. Fuel retailers. and development plans being projected at 150 new shopping malls by 2008. The structure of retailing is developing rapidly with malls becoming increasingly common in large cities.8bn Shopper’s Stop . While many of these initiatives were initially driven by the need to use existing real estate. Emerging trends in organized retailing Over the last five years. Suitability of location.In fact. driven by changing lifestyles.9bn Food World . strong income growth and favourable demographic patterns.a leading supermarket chain set up by RPG. Raheja’s and Piramal’s has set up stores/malls and built businesses within retail. a number of large business groups such as Tata’s. ft. notably BPCL and HPCL are also expanding their presence from fuel retail to grocery and convenience stores. According to EIU. Thesem include the Rs1. out of which 96 per cent are smaller than 500 sq. India currently has more than five million retails outlets. RPG. the Raheja’s Rs1. 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. they are beginning to assume the contours of a serious business today. 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.
Also. Brands in apparel. The more successful of them are the Nilgiris . Interestingly. Viveks .a 40year old Chennai based chain selling consumer durables and Narula’s . 20 .a Bangalore base food retailer. footwear and durables have driven the growth of specialty chains and upgraded existing multi-brand outlet. existing family owned businesses are expanding their businesses. manufacturers are also looking for forward integration and are building chains around brands.the food chain in North India.
21 . The Piramals.Theme for a mall Although the retail sector in India highly fragmented and consists predominantly of small. Rahejas. owner-managed shops. Tatas. More and more corporate houses. thanks mainly on account of an increase in the disposable incomes of middle and upper-middle class households. The country is currently witnessing a boom in retailing. are now entering the retail business directly or indirectly. ITC. Kumar's. S. Shopper's Stop and Pantaloon have taken the lead in organised retailing. it happens to be the country's second largest employer after agriculture. independent. RPG Enterprises. Aerens. One sign of the modernization of Indian retailing is the rapid growth in the number of speciality malls and theme malls. Omaxe and mega retailers like Crosswords. including large real estate companies.
it led to substantial spending across a number of categories such as consumer durables. start-up of new-generation shopping malls.Emergence of specialty retailing Though organised retailing is still at a nascent stage . clothing and lifestyle. whereas the concept is in its infancy in India.25 per cent of the estimated total retail market. consumer durables and electronics. ORGAINSED RETAILING Organised retailing got a leg up during 2004 with the opening of new format stores. Wedding Mall. rapid growth of existing players. One could venture so far as to say speciality and theme based retailing will drive the growth of organized retailing in India. lifestyle products. automobiles and telecom products. the Government's intention of allowing a certain level of foreign direct investment in retail and the formation of a retailers' association. etc catering to specific needs and occasions have been completed or announced. apparel. Four product categories have led the organised retailing wave: foods.9 billion in India. Auto Mall.it is likely to touch 10 per cent by the end of this decade.accounting for only around two per cent of the $180 billion retail market in India . Speciality malls are already a success in the West. With consumer sentiment positive during most of 2004. Electronic Mall. organised retailing accounted for a mere $2. This is only 1. several theme malls such as Gold Souk (jewellery malls). In recent times. Many top developers are now toying with the idea of developing speciality malls. At the beginning of this decade. This share has 22 .
already grown to 2 per cent. 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. The future is promising the market is growing government policies are becoming more favorable and emerging technology and facilitating operations. Retail in India largest industry accounting for over 10% of the country GDP and around 8% of the employment. The market size of Indian retail industry is about US $ 312 billion. Some key facts retail in India largest industry accounting for over 10% of the country GDP and around 8% of the employment. the share of organised retail in the retail pie will jump three times to reach 5-6 per cent.Growth projections for retail business vary widely. 23 . Some studies estimate that by 2007.
uniquely Indian hypermarket chain. led its founder & group CEO Mr. brand development & entertainment. A layout chart of Big bazaar located at Indralok 24 . 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 35.000 people. The first set of Big bazaar store open in 2001 in Kolkata. The companies leading formats include Pantaloons a chain of fashion outlet.Indian consumption cosmos During past decades private final consumption expenditure has been the key driver economic growth in India. touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and control a chain of seamless destination malls. group subsidiaries are present in consumer finance. Hyderabad and Bangalore. Kishore Biyani is one of India leading business house with multiple business spanning across the consumption space. Big bazaar. food Bazaar a supermarket chain blends he look. While retail firm the core business activity of future group. FUTURE GROUP Future group. capital. insurance.
HOME DECORATIVE ITEMS 16.LAYOUT INDEX 1. KIDS JEANS AND SHORTS 12. BABA SUITS 5. MEN ACCESSORIES – SUNGLASSES. JACKETS 4. MUSIC COUNTER 17. LADIES FORMALS(OFFICE WEAR) 20. WOOLEN CLOTHS FOR KIDS 9. WINTER WEAR 10. LADIES ETHINIC 18. HELP DESK 2. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART. KIDS CASUAL WEAR 11. LADIES TOPS 6. INFANT SHIRTS AND T-SHIRTS 13. SECTION DESCRIPTION) 8. SOFT TOYS 15. LADIES WESTERN 19. LADIES PERFUMERIES 25 . TRIAL ROOM 7. WRIST WATCHES ETC 14. KIDS ACCESSORIES 3. LADIES ACCESSORIES – LINGERIES 21.
CASH COUNTER 28. the Help Desk is located in a place where everyone has their first sight that is in front of the entrance. MEN FABRICS 33. LUGGAGE 24. SPORTS 26. HOME FURNISHING (CURTAIN CLOTHS. Help Desk uses paging service as a tool for the convenience of its employees and customers. MEN FORMAL SHIRTS 30.22. MEN ETHINICS DESCRIPTION HELP DESK – As you can see from the layout. 26 . FOOTWEAR 25. MEN SUITS AND BLAZERS 32. MEN TROUSERS 31. LADIES COSMETICS 23. CARPETS) 29. SCHEME BASED PROMOTIONAL ITEMS 27. 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.
MENS SECTION – Next to it is the men’s section that is in the center. water bottles are available in one part. suckers.KIDS SECTION – The kids section is located just at the left corner of the entrance of big bazaar. Promotional scheme – With an add on to the above products there are various other products which are available with a promotional scheme. Kid’s jackets and baba suits are available in another part. 27 . It is divided in to five parts. ladies perfumeries. The various products under this scheme includes girl t-shirts. At one part men formal shirts are available. In the kid’s section kid’s accessories like diapers. LADIES SECTION – Next to it is the ladies section that is in the extreme right side. In other parts men trousers. The apparels are available at a price of Rs59 onwards. Here the price ranges from a minimum of Rs99 to Rs899. Ladies section starts from ladies ethnics. trolleys. The ladies section is segregated in to seven parts. Here the price of the apparel ranges from Rs99 to Rs1000 approx. ladies western wear. In this section the pillars are used for displaying information like size chart and section description. suits and blazers. fabrics and ethnics are available respectively. infant winter wear etc. and ladies cosmetics respectively. ladies formals (office wear). ladies accessories – lingerie’s. Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in another part.
Wholetime Director Gopikishan Biyani. Kishore Biyani. fruits and vegetables are available there. 28 . infant baba suits. kids night wear. Sitting arrangements are well made so that people can sit and take tea. Gopikishan Biyani. Various kinds of food items. Cash Counter – The cash counter is located just near the exit BOARD OF DIRECTORS Mr. Mr.Non-Promotional scheme – There are various other products available without any promotional scheme which includes jeans. coffee or snacks or any other food item and can relax. Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. infant t-shirts. kids salwar suits etc. Sports Store – At the extreme corner there is a sports store where various kinds of sport items are available. Food Bazaar – The food bazaar is in the 1st floor of the building. is a commerce graduate and has more than twenty years of experience in the textile business.
Shailesh Haribhakti.. including Indian Petrochemicals Corporation Ltd. S Doreswamy. holds a doctorate from IIT. and a Certified Internal Auditor. Independent Director Shri Shailesh Haribhakti. 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 . Prior to joining Pantaloon Retail. he was the CEO of Globus. Independent Director D. Director Ved Prakash Arya. Ved Prakash Arya. etc. Doreswamy.. He is on the Board of Company since June 1. Mr.Mr. 1999. D O Koshy. Independent Director S. Chartered Accountants and past president of Indian merchant Chambers. Koshy. Wholetime Director Rakesh Biyani. He is on the Board of several Public Limited Companies. Ahmedabad. Cost Accountant. Ahmedabad. He has been instrumental in the implementation of the various new retail formats. is an engineer by training and is a graduate of the Indian Institute of Management. IT and exports. Mr. He is the Deputy Managing Partner of Haribhakti & Co. retail stores operations. O. Delhi and is the Director of National Institute of Design (NID). is a Chartered Accountant. Rakesh Biyani. is a commerce graduate and has been actively involved in category management. Mr. 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. Ambuja Cement Eastern Ltd.
holds a Bachelor of Engineering from University of Oklahoma and is a Director. ➢ 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. Bala Deshpande. Launch of Pantaloons trouser. He is a renowned consultant specializing in international marketing and apparel retail management. Ms. Pantaloon Retail (India) Ltd. NIFT. India’s first formal trouser brand. He also serves on the board of Mahindra Gesco. Unitech. Ms. Independent Director Bala Deshpande. the Indian jeans brand. Hyderabad chapter. Nagarjuna Construction. is Independent Director. and also serves on the boards of Deccan Aviation. Major Milestones ➢ 1987 Company incorporated as Manz Wear Private Limited. Independent Director Anil Harish. ➢ 1991 Launch of BARE. Associates & Solicitors and an LLM from University of Miami. Anil Harish. is the partner of DM Harish & Co. The company starts the distribution of branded garments through multi-brand retail outlets across the nation. Independent Director Anju Poddar. 30 . ➢ 1992 Initial public offer (IPO) was made in the month of May. Chennai and Bangalore. Mr. Anju Poddar. She also serves on the board of Maharishi Commerce Ltd and Samay Books Ltd.in Delhi. Welspun India and Indus League Clothing Ltd. IndusInd Bank and Hinduja TMT.
➢ 2005 Fashion Station .India’s first seamless mall is launched in Bangalore. The group’s flagship company. 31 . retail media. Future Group is present in 61 cities and 65 rural locations. Furniture Bazaar. the supermarket chain is launched. Depot and futurebazaar.000 people. retail spaces and logistics. Shoe Factory. ➢ 2001 Big Bazaar. Group enters into joint venture agreements with ETAM Group and Generali.India’s first hypermarket chain launched. ➢ 2007. ➢ 2002 Food Bazaar.com are launched across the nation. consumer finance. has over 1.future group holding becomes the second group company to make a successful initial public offering in the Indian capital market. EZone. Eat. Celebrate in the Heart of Our City’ .➢ 1995 John Miller –Formal shirt brand launched. the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund In division. asset management. insurance.future group cross $1 billion mark. Plans forays into insurance and consumer credit. ➢ 2008. Future Group Future Group is one of the country’s leading business groups present in retail.000 stores and employs over 30. ➢ 2004 Central – ‘Shop.000. ‘Is se sasta aur accha kahi nahin’ . Pantaloon Retail (India) Limited operates over 10. Multiple retail formats including Collection i. ➢ 1997 Pantaloons – India’s family store launched in Kolkata.000 square feet (930.the popular fashion chain is launched ➢ 2006 Future Capital Holdings.000 m2) of retail space.
“Deliver Everything. Brew Bar and Bowling Co. Indus League Clothing and Galaxy Entertainment which manages Sports Bar. Future Money and online retail format www. focuses on asset management and consumer credit. Everytime to Every Indian Consumer in the most profitable manner. Future Capital Holdings. Future Generali India. the group’s financial arm. Central. The Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd. Home Town.Rewrite rules. Depot.futurebazaar. The other three groups are focusing either on perishables and groceries.” The group considers ‘Indian-ness’ as a core value and its corporate credo is . eZone. Future Group’s vision is to. or a range of products. MAJOR INDIAN RETAILERS The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. The group’s joint venture partners include Italian insurance major Generali. French retailer ETAM group. the Aditya Birla Group.com. Future Group companies includes. 32 . US-based stationary products retailer Staples Inc and UKbased Lee Cooper and India-based Talwalkar’s. Big Bazaar. Food Bazaar. or both. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels.Some of its leading retail formats include Pantaloons. Future Capital Holdings. Retain values. and Bharti Enterprises Ltd. Blue Foods and Liberty Shoes. Everywhere.
Depot. Fun City and International Franchise brand stores. It 33 .RPG Retail-Formats: Music World. Books & Beyond. Max. and Titan Industries with World of Titans showrooms. TruMart Nilgiri’s-Formats: Nilgiri's’ supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Pyramid Retail-Formats: Pyramid Megastore. Tanishq outlets. Home Centre. Spencer’s Hyper. In orbit Lifestyle International-Lifestyle. Fashion Station. Food Bazaar. Trinethra. aLL. Spencer’s Super. K Raheja Corp Group-Formats: Shoppers’ Stop. The Tata Group-Formats: Westside. Unique Customer Perception is what is required by companies instead of Unique Selling Proposition. Landmark.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. Brand Factory. Hyper City. E-Zone etc. Chroma. Daily & Fresh Pantaloon Retail-Formats: Big Bazaar. Pantaloons. Crossword. Central. Steel junction. Star India Bazaar.
In customer satisfaction management. or customer perception satisfaction. Qualified services in the operation execution layer. hence the core value of services is not like a physical product but the spiritual experience and perception of customers. 34 . It is more important to understand customer expectations and make efforts to exceed their expectations. Such perception is both at psychological and behavior levels. one of the key service management objectives shall be meeting customers' perceptive enjoyment.is ultimately that customer look for satisfaction based on the picture of perception derived from various sources. HUAWEI Satisfy customers perception is the biggest challenge: In meeting customers' requirements and measuring customers' satisfaction indexes. technical management layer and business development layer are necessary. customer perception should be definitely a key consideration. Since perceptive enjoyment is a vital service objective. The final aim and ideal effect of service provisioning is to have customers perceive and enjoy the service. the biggest challenge is customer perception management. Customers are seeking for material deliverables as well as perceptive enjoyment when purchasing a service product. If these perceptions of customer can be analyzed then promotion would be easier for customer centric marketing.“Customer Perception is the Rule and not Customer Satisfaction”. This has lead to the concept . and it is the contents of high quality life in the modern society. The major characteristics of service is intangible.
ORGANIZATIONAL CHART 35 .
Big Bazaar: Is se sasta aur acha kahin nahin 36 .
implicit guarantees and continuous discount programmes have helped in changing the face of the Indian retailing industry. Close to two lakh products are available under one roof at prices lower by 2 to 60 per cent over the corresponding market prices. 37 . A leading foreign broking house compared the rush at Big Bazaar to that of a local suburban train. good ambience. The high quality of service.Big bazaar is the company’s foray into the world of hypermarket discount stores. Price and the wide array of products are the USP’s in Big Bazaar. the first of its kind in India.
38 . owned by the Pantaloon Group and which work on Wal-Mart type economies of scale. They have had considerable success in many Indian cities and small towns. Footwear. Touch and Feel the products. jams. Household Appliances and more. Food Bazaar has proved to be a hit with customers all over the country. pulses. With unbeatable prices and vast variety (there are 42 varieties of rice on sale). Toys. The ambience and customer care adds on to the shopping experience. Big Bazaar Big Bazaar is a chain of shopping malls in India. Range and Price associated with large format stores and also the comfort to See. ketchups etc.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. spices. It is a very innovative idea and this hypermarket has almost anything under one roof…. 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. salt.Apparel.
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 .
All questions are small in size and arranged logically. SECONDARY DATA: The second information is taken from company document available on websites 43 . These categories are. i) Primary data ii) Secondary data DATA COLLECTION Data is collected by using various methods.Data Collection Data can be classified under two categories depending upon the sources utilized. Interview Information was also obtained by conversation with Customers .they were interviewed personally. For the purpose of fulfilling the objective of study and for completing the Research project Report. PRIMARY SOURCES: Questionnaire Keeping in view the objective of study a questionnaire (as given Annexure) was selected there is Twenty in all. both primary and secondary data collected. The language is simple to understand.
a sample study conducted in Delhi& NCR. 44 . Collection of the questionnaire Sufficient time was given to the respondents to answer the questionnaire. Where the respondents did not find the relevant answer in his choice provided. Each answer of the respondent was tabulated to its respective category. Tabulation After all the questionnaires were collected back. SAMPLE SIZE: 350 CONSUMERS contacted during this research work. Some respondents did not want to answer the questionnaire. The nature of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped in keeping the path of research in focus throughout the work. they added they added their own choice or left it unanswered. the responses were tabulated. so they left it unanswered. 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. SAMPLING DESIGN In the backdrop of objective set.
ANALYSIS I have done a market field survey on big bazaar. 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. 45 . A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar and personally interacting with them. I collected all those information and a proper analysis is done. All the analysis and its interpretations are discussed below. The customers gave me valuable information regarding their consumption pattern in big bazaar. I have surveyed around 350 respondents of Delhi & NCR who come to visit big bazaar.
Among the 350 respondents 50% of customers are of middle 46 . m U o 0 6 e P u 0 p 0 4 0 ( 0 < 0 6 ) 0 R 0 s ) 0 . 0 1 ) 0 0 0 0 ) Analysis: The above diagram shows the distribution of income level of customers coming in to big bazaar. R c R G 0 m s o O r 0 e 4 . c s n G 1 o .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 .
The lower income group people come in to big bazaar as they get goods at a discounted price. Even they purchase goods on a regular basis on a small quantity. Hence big bazaar should include branded products in its product category which will encourage higher income group people to come in to big bazaar. 25% of people belong to no income group which mostly consists of students. 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. The higher level income group people don’t prefer to do shopping in big bazaar as it doesn’t deal with branded products. So they don’t have much interest to come to big bazaar and do shopping. 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. Least number of customers visiting Big bazaar are the higher income level people (> Rs. 47 . The lower income level of people coming to big bazaar constitutes of 20%. Interpretation: Big bazaar is the hub of shopping for middle level income group people because of its reasonable price on its each product category.income level that is between Rs10000 – 40000 per month.60000 pm) that constitute only 5%.
48 . 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.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.
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. Purpose behind visiting big bazaar Shopping Outing Both 60% 10% 30% 49 . It shows that customers satisfaction level is more in big bazaar.
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. 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. 10% for outing and 30% visit big bazaar for both the purposes.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. This is very nice for it as often customers. People enjoy doing shopping in big bazaar. Demand for other retail outlets in a mall 50 .
51 . Some people that are 10% each also visit gift corner store and jewellery & watches store in a mall other than big bazaar. 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 . 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. People also go for footwear stores as malls have branded footwear stores in it. Yet a few people visits gift corners and jewellery stores in a mall. People go for watching movies to mall for entertainment. 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. It can include some of the exclusive branded outlets of cloths and jewellery in it in order to attract the brand choosy customers.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.
The next highest demand is for food items that is 50%. 25% demand is for leather items in big bazaar. 53 . Electronic items holds 15% of demand and gift items and other items has a demand of only 10% by the customers of big bazaar.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%.
I can interpret that clothes. 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. It should also include branded products so that more sales can take place. Gift items and other items are not much in demand by the 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.Interpretation: From this analysis I interpret that customers demand are high for grocery and clothes followed by food items in big bazaar. Electronic items have a little demand by the customers. 54 .
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 .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.
More discounts shall be provided to people who does bulk purchase.Interpretation: From this I interpret that most of the customers purchase goods in bulk which leads them to spend a lot. 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. Probably those persons who spend more in a visit to big bazaar are purchasing on a monthly basis. Volume sales are high in big bazaar. Impulse buying behavior of customers comes in to play to a large extent. In the process they used to spend money on food items and also purchase some products while roaming in it. 56 . This will encourage people to purchase more products. Customers tend to purchase more goods from big bazaar as it provides goods at a discounted rate.
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. 22% respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar. 57 . 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. Only 10% of people said that they spend very little time that is less than half an hour in big bazaar. 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. 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.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. People also spend much time in it but purchase very few goods.
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 . 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. Though there is not much difference as 40% of people visit big bazaar in week days hence in weekends the footfall 59 .
The infrastructure can be changed a bit in week ends so that customers can see more products clearly and can move around comfortably. 60 . Hence the crowd is more in weekends and big bazaar should avail more parking spaces for its customers in weekends. so big bazaar should keep it open for more time in week ends. As people come more in weekends. 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. It can make some temporary arrangement for parking every weekend.increases by 10%. 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.
M – 3 P. It could offer some special kind of product in daytime which will be not available during evening time.Customers preference of timing to visit big bazaar 10 A.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.M .M – 6 P. Big bazaar shall provide some special offerings during day time so that more people should come in during day time.M 6 P.M – 10 P. 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. 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.M 3 P.M 1 P. In this way it 61 .1 P. There is more number of people found in big bazaar during evening time than that of day time. Probably more of products are being sold during evening time in big bazaar than that of day time.
Comparison of customers purchasing with planned list of products and purchasing products on unplanned basis Yes No 50% 40% 62 .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.
Few customers come to big bazaar without any planned list of products and purchases products depending on their selection. Some couples come to mall and go to food bazaar to have food together and to have chit chat among them. These people basically come to the mall and hence get in to big bazaar. 40% of people come in to big bazaar without any planned list of products to be purchased from big bazaar. Depending on the product category and brand and quality of products they purchases goods. 50% of customers come to big bazaar with a planned list of products. 63 .Ever 10% Analysis: As shown in the graph out of my total respondents of 350. 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. 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. 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.
64 . 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.
On product categories like grocery and clothes. Customers probably don’t decide for brands on products as there are not much of known branded products available at big bazaar.Interpretation: From this I interpret that customers don’t opt for much brand preference while purchasing products in big bazaar. This will bring in more number of people to big bazaar which will definitely increase the sales. they purchase those local branded products as it gives them value for money. Customers search for brands mostly in apparel section. 65 . Customers purchase a lot of these as its cheap in price even though its quality is not so good. Different products of the same category have different prices. A few customers search for brands but depending on the product category. big bazaar has many local branded products. Some customers also pre decides the brand on the local manufactured grocery and food products of big bazaar. Quality of products varies with the price. Big bazaar should include more of the branded products in its each category so that customers have more options to choose among the brands. As most of the customers belong to lower class and middle class people. This enables customization of products for various types of customers.
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 .
Brand preference on leather items is 2% and 12% on any other item. As per electronic goods are concerned customers pre decide the brand as many branded electronic products are available in big bazaar. 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. 33% brand preference is on gift items and 25% is on electronic items.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.
Mode of payment of customers in big bazaar 68 .
Analysis: As per my study is concerned. Interpretation: As per the obtained data I interpret that more number of people makes cash payment in big bazaar. 69 . 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. 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. 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. A fraction of people uses their credit card for payment in big bazaar and a very few people uses their debit card for payment. out of the total respondents 55% of Cash Payment Credit Card Debit Card 55% 19% 26% people make cash payment in big bazaar.
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.
Around 35% of customers also said that convenience is also another factor which leads them to come to big bazaar. Even it provides a good service and ambience to its customers which encourages them to visit big bazaar more and more times. Product quality is rated at very low that is only 20% which encourages the customers to come to big bazaar. Even most of the customers said that they get goods there in a discounted price and so they come in to it. 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. As a hypermarket which is to be located far off the city. I can also interpret from this that big bazaar has located itself in a good place from where it is able to attract customers. People mostly come to big bazaar as they get various kinds of products under one roof. It is also clearly known that big bazaar sales its goods at a discounted price as compared to the market.respondent said they are mostly encouraged to come to big bazaar as it has variety options. 71 . big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. Interpretation: From this analysis I interpret that big bazaar is a well known for its variety options.
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. Customers’ mode of transport to big bazaar Hired Vehicle Two-wheeler Four-wheeler 10% 40% 35% 72 . 17% realize Very Good. 13% realize Poor and 5% customers is very dissatisfied with sales personnel’s in Big Bazaar.
Only 15% of people of the total respondent visits big bazaar on hired vehicles.Any Other 15% Analysis: Around 40% of the total respondent of comes in to big bazaar with their own two wheelers. 73 . 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. 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. The second majority of people consist of people riding four wheeler and coming in to big bazaar. People prefer more to go to big bazaar in four wheelers than that of two wheelers. Probably they might be the tourists.
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 .
Equal number of people also says that adequate space is provided for parking 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. 75 . 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. Yes No 65% 35% Interpretation: Analyzing the above data. 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.Analysis: As it is shown in pie chart most of the people say big bazaar does not provide adequate parking space. Hence it’s a threat for big bazaar as it may loose its customers because of less parking space availability. I interpret that customers are not satisfied with the parking space availability provided by big bazaar. In holidays probably it will be very difficult for customers to park their vehicle in big bazaar.
But some customers are there who never goes to any kirana store. 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. 76 .This shows that majority of people go to kirana store even though they visit big bazaar. Some customers never go for shopping in kirana store as of it does not have much variety option available with it. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from 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 . 50% of people say big bazaar provides better service and another 50% of them say kirana store provides better service. 70% of people say big bazaar provides goods at a cheaper price as compared to that of a kirana store.
products available at big bazaar than that of kirana store. 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. 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. 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. 79 . Interpretation: I interpreted from this that a kirana store is one of the competitor of big bazaar. 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. It is a threat for big bazaar as some of the attributes of a kirana store provides more satisfaction to customers. 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.
80 . Org. 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. 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. 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. 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 . weaknesses. This analysis will explain about the strengths.SWOT ANALYSIS OF BIG BAZAAR A SWOT analysis is done to know the strengths. weaknesses. opportunities and threats of big bazaar.
• 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 .
grocery. stationary. 6. 3. it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. It competes with 84 . Big bazaar is a hypermarket as it provides various kinds of goods like apparels. decorative items. Continuously opening of Big Bazaar chains in different major cities. Big bazaar has positioned itself in the market as a discounted store. Customers realized that Big Bazaar stores provide qualitative products/service with reasonable price. watches. At present time Big Bazaar provide different types of product assortments to the customers. 2. sport items. 7. leather items. 8. increasing quantities of the customers & profit show that Big Bazaar most accepted name in organized retail chain in India. electronic items. crockery. 9. chocolates and many more. Impulse buying behavior of customers comes in to play most of the times in big bazaar. There are more than 50 big bazaars in different cities of India. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly and monthly basis. 5. Big bazaar has a good reputation of itself in the market. The majority of customers belong to middle class family. Big Bazaar mainly deal with middle income group people who want qualitative product with reasonable cost. jewellery. food items.FINDINGS 1. 10. Big bazaar holds a huge customer base. 4.
all the specialty stores of different products which provide goods at a discounted rate all through the year. The Tata Groups (Croma). Kirana stores & Sabka Bazaar etc. 85 . 11. The major players in retail industries are Big bazaar. Vishal Retail Group. Reliance Retail.
This will be a kind of motivator for the customers of big bazaar. • It should make different cash counters for different customers. Personal care should be taken by the sales person for the customers so that the customers feel good. • The service of the sales person is needed to be improved. 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. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time. 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. • 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. • Big bazaar should provide large parking space for its customers so that they can easily park their vehicles.
Conclusion 87 .• Customer care department is needed to take proper care of customer complaints and queries. • 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.
decorative items. crockery. It is a place where customers find variety of products at a reasonable price. Different types of products starting from a baby food to pizzas all are available under one roof. Big bazaar is a hypermarket as it provides various kinds of goods like apparels. Big bazaar is a hypermarket store where varieties of products are being sold on different product category. electronic items.Big bazaar is a major shopping complex for today’s customers. grocery. sport items. food items. The youth generation also likes shopping and moving around big bazaar. It holds a huge customer base. As people go to malls they just tend 88 . it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. 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. Big bazaar has a good reputation of itself in the market. watches. Impulse buying behavior of customers comes in to play most of the times in big bazaar. As of now there are 34 big bazaars in different cities of India. Even most of the people do their monthly shopping from big bazaar. stationary. leather items. The majority of customers belong to middle class family. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. jewellery. In Delhi it is the middle class people who mostly do marketing from big bazaar. It has positioned itself in the market as a discounted store. It has emerged as a hub of shopping specially for middle class people. It holds a large customer base and it seemed from the study that the customers are quite satisfied with big bazaar. chocolates and many more. Volume sales always take place in big bazaar.
The Tata Groups (Croma). discounted specialty stores like Vishal mega mart. The major drawback of big bazaar is that it lacks in providing enough parking space for its customers. Delhi bazaar Big bazaar. This may discourage the customers to come to big bazaar and shop as they face difficulty in parking their vehicles. Grocery. it is because of the parking space available to them by the mall. 89 .to move around big bazaar whether it is for shopping purpose or for outing purpose. & Sabka Bazaar etc. Reliance Retail. As it is surveyed it seems that the biggest competitors of big bazaar are the kirana stores. Even though some customers say that they don’t feel problem in parking their vehicle. apparels and food items are the products which are demanded most by the customers of Delhi in big bazaar.
CHAPTER – V LIMITATIONS OF STUDY 90 .
money and human efforts.Due to very large size of the population. It is not possible for us to spend more time in interaction with them. IV. I. VI-Personal biases might have come while answer the questionnaire. some customers were not able to do justification to the questionnaire. II. III. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. VII-As per company rule many information was not disclose as the manager are busy in their daily schedule. which were unavoidable. the present study is also not free from certain limitation.Limitations of study Certain limitations do creep in a research study due to constraints of the time. V-Due to fast pace of life.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. only a selected sample of customer could be contacted.Also impossible for company to prove information is confidential. ANNEXURE(S) 91 .Some customers were not willing to give appointment due to their busy schedule.
000 d) More than 60. 8. Address: 5.000 b) 20. What’s your monthly income? a) Below 10. Name: 2. Profession: 7. 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 .000 – 40.(a). Qualification: 6.Questionnaire PART-1 1.000 PART-2 1.Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall? a) Yes b) No 2.000 c) 40. Age: 3. Gender: 4. Ph.000 – 60.How frequently do you visit Big Bazaar? a) Weekly b) Monthly c) Quarterly d) On unplanned basis 2.
2. 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. 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 .
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
In Literature review on Big Bazaar.in Retail seminar. 12th edition) ► Malhotra K.co.J.) INTERNET WEB PAGE • • • • • Bigbazaar.Bibliography BOOKS ► Kotler Philip.com Retailing.L. marketing research (An applied orientation). Retail Management (Pearson education. (Pearson education. Naresh.R. and Cullen P. Research design.Environment and operations(Vikas.co. & bitta delia consumer behavior ( tata Mc.in 97 .in Organizedretail. 10th edition) ► Louden D.Retailing. Graw hill. 4th edition ) ► Newman A. 5th edition) ► Berman B and Evans J.co. marketing management. (Prentice hall of India pvt.1st Ed.
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