RESEARCH PROJECT ON A Study on Consumer Buying Behavior of retail industry with special references to Big Bazaar in Ranchi

SUBMITTED IN PARTIAL FULFILLMENT OF DEGREE OF MASTERS OF BUSINESS ADMINISTRATION SESSION (2009-2011) PAPER CODE-(CP-402)

SUBMITTED TO: MS.POOJA ANAND ASSISTANT PROFFESOR

SUBMITTED BY: MANISH PRAKASH MBA 4th SEM University Roll No.

SUBMITTED TO ICL INSTITUTE OF MANAGEMENT AND TECHNOLOGY SOUNTLI (KURUKSHETRA UNIVERSITY, KURUKSHETRA)

ACKNOWLEDGEMENT Gratitude is the hardest of emotions to express and one often does not find
adequate words to convey what one feels and trying to express it The present project file is an amalgamated of various thoughts and experiences .The successful completion of this project report would have not been possible without the help and guidance of number of people and specially to my project guide .I take this opportunity to thank all those who have directly and indirectly inspired, directed and helped me towards successful completion of this project report.

I am also immensely indebted to my project guide, MS. POOJA ANAND, ASSISTANT PROFFESOR, ICL GROUP OF COLLEGES, for his illumining observation, encouraging suggestions and constructive criticisms, which have helped me in completing this research project successfully.

There are several other people who also deserve much more than a mere acknowledgement at their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and cooperation intended to me by them.

MANISH PRAKASH MBA 4TH SEM (IMT)

PREFACE
Research Project is the bridge for a student that takes him from his theoretical knowledge world to practical industry world. The main purpose of it is to expose for industrial and business environment, which cannot be possible in the classroom. The advantages of this sort of integration, which promotes guided to corporate culture, functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical. 2) To install the feeling of belongingness and acceptance. 3) To help the student to develop the better understanding of the concept and questions already raised or to be raised subsequently during their research period.

The present report gives a detailed view of the Study on Consumer Buying Behavior of retail industry with special references to Big Bazaar in Ranchi. The research is definitely going to play an important role in developing an aptitude for hard self-confidence.

DECLARATION

I hereby declare that, the project entitled A Study on Consumer Buying Behavior of retail industry with special references to Big Bazaar in Ranchi assigned to me for the partial fulfillment of MBA degree from Kurukshetra University, Kurukshetra. The work is originally completed by me and the information provided in the study is authentic to the best of my knowledge.

This study has not been submitted to any other institution or university for the award of any other degree.

MANISH PRAKASH MBA 4th SEM University Roll No.

CERTIFICATE
This is to certify that MANISH PRAKASH has completed the project entitled Study on Consumer Buying Behavior of retail industry with special references to Big Bazaar in Ranchi under my supervision. To the best of my knowledge, the report consists of result of the empirical study conducted by the student. In my opinion, the work is of requisite standard expected of an MBA student. Therefore, I recommend the same to be sent for evaluation.

Ms. POOJA ANAND ASSISTANT PROFFESOR

CONTENTS
Chapter -1 Introduction
Industry profile: Retailing Indian retail industry Major Indian retailer Growth of retail industry Emergence of Specialty retailing Company profile: Future group Layout chart of big bazaar in Ranchi Organizational chart Project Introduction:

Study on Consumer Buying Behavior of retail industry with special references to big bazaar in Ranchi.
Scope of the study Importance of the study

Chapter -2 Research methodology Objectives of the study

Sample design Data collection Tools and techniques for analysis and interpretation

Chapter -3 Analysis and interpretation Chapter-4 Limitations Chapter-5 Findings and recommendations Bibliography Appendix

CHAPTER I

INTRODUCTION

RETAILING:
Retail is the world's largest industry with global sales of roughly US$ 8 trillion. Retailing is also one of the biggest contributors to the Gross Domestic Period (GDP) of most countries & also one of the biggest employers (Source CII McKinsey Report titled Retailing in India, the Emerging Revolution). In India however, the retail sector has been a high level of fragmentation with a large Share held by unorganized players. INDIAN RETAIL INDUSTRY: India is the 4th largest economy in the world in purchasing power parity(PPP) terms after USA,China and Japan. In 2011-12, India became the 2nd fastest growing economy in ten world with a growth rate of 9.2%. the economy is expected to grow at an average 7.8% per annum for the next 5 years. Wholesale & Retail trade sector currently contributes to about 13% of GDP & employs about 40 million people. India has a large number of retail enterprises with close to 12 million retail outlets. India has one of the highest retail densities in the world, but only 4% being larger than 500 sq ft in size. In terms of the structure, the industry is fragmented & predominantly consists of independent, owner managed shops. The retail businesses include a variety of traditional retail formats, such as Kirana stores which stock basic household necessities (including food products), street markets- regular markets held at fixed centers retailing foods & general merchandise items, street vendors- mobile retailers essentially selling perishable food items- fruits, vegetables etc & small non specialized retailers. RETAILING IN INDIA, THE EMERGING REVOLUTION! Retail sector accounts for 35% of India's GDP. Provides employment to 15% of the population. World's largest retail networks with 12 million outlets. Total market size of retailing in India now is US$ 300 billion. Current share of Organized Retail is 3% or US$ 9-10 billion. Projected Growth @ 40% p.a., to become US$ 34 billion by 2012.

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 Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a range of products, or both. RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers Super, Daily & Fresh Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc. The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma. K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, in orbit Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores. Pyramid Retail-Formats: Pyramid Megastore, TruMart Nilgiris-Formats: Nilgiri's supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Trinethra- 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

GROWTH OF RETAIL INDUSTRY

Growth of organized retail in India India is expected to show similar trends as Indian consumers in the past have shown an ability to leapfrog evolution cycles as has happened in the case of various consumer products such as mobile phones. As per estimates, retail spending in India in fiscal 2005 stood at Rs. 9,990 billion of which the organized sector accounts for Rs. 349 billion or approximately 3.5% . The size of the organized sector expected to grow at 40% per annum reaching Rs. 1,095 billion in 2010.

In Thailand, there has been an explosion in the growth of organized retail, with over 40% of the trade moving to formats within 10 years. The easy entry of foreign retailers and the geographic concentration of the retail industry facilitated this growth. In Poland, where modern retail has captured 20% of the market in the last 9 years, ease of real estate access, a level playing field between modern and traditional retailers , abd ease of entry for foreign retailers contributed to the growth.

Indian consumption cosmos

During past decades private final consumption expenditure has been the key driver economic growth in India.

fashion accessories 5.5% Telephone 1.8% consumer durable 4%

Enterainm ent 7.9%

consumption spending $350 billion

furniture 3.4%

Fashion 9.5%

Health, beauty & pharama 3.8%

food 62%

Book & music 1.1

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 companies leading formats include Pantaloons a chain of fashion outlet, Big bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends he look, touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and control a chain of seamless destination malls.

Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of small, independent, owner-managed shops, it happens to be the country's second largest employer after agriculture. The country is currently witnessing a boom in retailing, thanks mainly on account of an increase in the disposable incomes of middle and upper-middle class households.

More and more corporate houses, including large real estate companies, are now entering the retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid growth in the number of specialty malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop and Pantaloon have taken the lead in organized retailing.

Emergence of specialty retailing

Though organised retailing is still at a nascent stage - accounting for only around two per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by the end of this decade. Four product categories have led the organised retailing wave: foods, apparel, lifestyle products, consumer durables and electronics. In recent times, several theme malls such as Gold Souk (jeweler malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs and occasions have been completed or announced.

Many top developers are now toying with the idea of developing specialty malls. Speciality malls are already a success in the West, whereas the concept is in its infancy in India. One could venture so far as to say specialty and theme based retailing will drive the growth of organized retailing in India.

Company profile

FUTURE GROUP

FUTURE GROUP

Future Group is one of the countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. Future Group is present in 61 cities and 65 rural locations. The groups flagship company, Pantaloon Retail (India) Limited operates over 10,000,000 square feet (930,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people. Some of its leading retail formats include Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the groups financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The groups joint venture partners include Italian insurance major Generali, French retailer ETAM group, US-based stationary products retailer Staples Inc and UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes. Future Groups vision is to, Deliver Everything, Everywhere, Everytime to Every Indian Consumer in the most profitable manner. The group considers Indian-ness as a core value and its corporate credo is - Rewrite rules, Retain values.

Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading business house with multiple business spanning across the consumption space. While retail firm the core business activity of future group, group subsidiaries are present in consumer finance, capital, insurance, brand development & entertainment. The first set of Big bazaar store open in 2001 in Kolkata, Hyderabad and Bangalore.

Some of the awards given to Pantaloon Retail (India) Limited:

Images Retail Awards 2005 PRIL - Most admired retailer of the year Central - Retail launch of the year Mr. Kishore Biyani - Retail Face of the year Big Bazaar - Best Value Retail Store Readers Digest and Awaaz Consumer Award Big Bazaar - Best Retail Destination Readers Digest Platinum Trusted Brand Award Big Bazaar - Earning a trusted Place in the everyday lives of consumers Food Bazaar - Retailer of the year (food and grocery Big Bazaar - Most preferred, large, Food and Grocery store Business Today selected PRIL among: India's 100 biggest wealth creators India's top 75 most investor-friendly companies Top 20 companies in India to watch in 2005

Board of Directors Mr. Kishore Biyani, Managing Director Mr. Gopikishan Biyani, Wholetime Director Mr. Rakesh Biyani, Wholetime Director Mr. Ved Prakash Arya Director, Operations & Chief Operating Officer Mr. Shailesh Haribhakti, Independent Director Mr. S Doreswamy, Independent Director Dr. D O Koshy, Independent Director Ms. Anju Poddar, Independent Director Ms. Bala Deshpande, Independent Director Mr. Anil Harish, Independent Director Partner companies Pantaloon Industries Ltd. Home Solutions Retail (India) Ltd. Future Capital Holdings Converge M Retail (India) Ltd. Indus League Clothing Ltd. Galaxy Entertainment Corporate Ltd. Joint Ventures Companies Planet Retail Holdings Ltd. Footmart Retail GJ Future Fashions CapitaLand Retail India ETAM Future Fashions India Pvt. Ltd.

Head Office Pantaloon Retail (India) Limited Knowledge House, Shyam Nagar Off Jogeshwari-Vikhroli Link Road Jogeshwari (East), Mumbai 400 0Tel: +91 22-6644 2200 Fax: +91 22-6644 2222Site: www.pantaloon.com

A layout chart of Big bazaar located at Ranchi

LAYOUT INDEX

1. HELP DESK 2. KIDS ACCESSORIES 3. JACKETS 4. BABA SUITS 5. LADIES TOPS 6. TRIAL ROOM 7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION DESCRIPTION) 8. WOOLEN CLOTHS FOR KIDS 9. WINTER WEAR 10. KIDS CASUAL WEAR 11. KIDS JEANS AND SHORTS 12. INFANT SHIRTS AND T-SHIRTS

13. MEN ACCESSORIES SUNGLASSES, WRIST WATCHES ETC 14. SOFT TOYS 15. HOME DECORATIVE ITEMS 16. MUSIC COUNTER 17. LADIES ETHINIC 18. LADIES WESTERN 19. LADIES FORMALS(OFFICE WEAR) 20. LADIES ACCESSORIES LINGERIES 21. LADIES PERFUMERIES 22. LADIES COSMETICS 23. LUGGAGE 24. FOOTWEAR 25. SPORTS 26. SCHEME BASED PROMOTIONAL ITEMS 27. CASH COUNTER 28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS) 29. MEN FORMAL SHIRTS 30. MEN TROUSERS 31. MEN SUITS AND BLAZERS 32. MEN FABRICS

33.MEN ETHINICS

DESCRIPTION
HELP DESK As you can see from the layout, 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. Help Desk uses paging service as a tool for the convenience of its employees and customers.

KIDS SECTION The kids section is located just at the left corner of the
entrance of big bazaar. In the kids section kids accessories like diapers, trolleys, suckers, water bottles are available in one part. Kids jackets and baba suits are available in another part. Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in another part. In this section the pillars are used for displaying information like size chart and section description. The apparels are available at a price of Rs59 onwards.

MENS SECTION Next to it is the mens section that is in the center. It is

divided in to five parts. At one part men formal shirts are available. In other parts men trousers, suits and blazers, fabrics and ethnics are available respectively. Here the price ranges from a minimum of Rs99 to Rs899.

LADIES SECTION Next to it is the ladies section that is in the extreme right
side. The ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories

lingeries, ladies perfumeries, and ladies cosmetics respectively. Here the price of the apparel ranges from Rs99 to Rs1000 approx.

Promotional scheme With an add on to the above products there are various
other products which are available with a promotional scheme. The various products under this scheme includes girl t-shirts, infant winter wear etc.

Non-Promotional scheme There are various other products available without

any promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night wear, 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. Various kinds of
food items, fruits and vegetables are available there. Sitting arrangements are well made so that people can sit and take tea, coffee or snacks or any other food item and can relax.

Cash Counter The cash counter is located just near the exit

LITERATURE REVIEW BY SOUMEN CHATTERJEE Unique customer perception (UCP): According to soumen, Unique Customer Perception is what is required by companies instead of Unique Selling Proposition. It is ultimately that customer look for satisfaction based on the picture of perception derived from various sources. If these perceptions of customer can be analyzed then promotion would be easier for customer centric marketing. This has lead to the concept - Customer Perception is the Rule and not Customer Satisfaction. HUAWEI Satisfy customers perception is the biggest challenge: In meeting customers' requirements and measuring customers' satisfaction indexes, customer perception should be definitely a key consideration. Qualified services in the operation execution layer, technical management layer and business development layer are necessary. It is more important to understand customer expectations and make efforts to exceed their expectations. In customer satisfaction management, the biggest challenge is customer perception management, or customer perception satisfaction. The major

characteristics of service is intangible, hence the core value of services is not like a physical product but the spiritual experience and perception of customers. The final aim and ideal effect of service provisioning is to have customers perceive and enjoy the service. Such perception is both at psychological and behavior levels, and it is the contents of high quality life in the modern society. Customers are seeking for material deliverables as well as perceptive enjoyment when purchasing a service product. Since perceptive enjoyment is a vital service objective, one of the key service management objectives shall be meeting customers' perceptive enjoyment.

ORGANIZATIONAL CHART

Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the companys foray into the world of hypermarket discount stores, the first of its kind in India. Price and the wide array of products are the USPs 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. The high quality of service, good ambience, 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.

Food Bazaar Wholesale prices

Food Bazaars 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. The company has recently launched an aggressive private label programme with its own brands of tea, salt, spices, pulses, jams, ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has proved to be a hit with customers all over the country.

Big Bazaar
Big Bazaar is a chain of shopping malls in India, 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. Big Bazaar provides quality items but at an affordable price. It is a very innovative idea and this hypermarket has almost anything under one roof.Apparel, Footwear, Toys, Household Appliances and more. The ambience and customer care adds on to the shopping experience. 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. Cosmetics Crockery Toys Luggage 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 Bazaars 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 June2003.

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 companys 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.

: Project Introduction:
Consumer buying behavior in big bazaar
As customers tastes and preferences are changing, the market scenario is also changing from time to time. Todays market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. 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; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in todays world. Technology is one of the major factors which is responsible for this paradigm shift in the mark. New generation people are no more dependent on haat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shoppers stop, malls, branded retail outlets and specialty stores. In todays world shopping is not any more tiresome work rather its a pleasant outing phenomenon now. My study is based on a survey done on customers of a hypermarket named big bazaar. Big bazaar is a new type of market which came into existence in India since 1994. It is a type of market where various kinds of products are available under one roof. My study is on determining the customers buying behavior of customers in big bazaar and the satisfaction level of customers in big bazaar. My study will find out the current status of big bazaar and determine where it stands in the current market. This market field survey will help in knowing the present customers tastes and preferences. It will help me in estimating the customers future needs , wants & demands.

The Indian consumer could well be crowned King with all economic indicators in the right place. Queuing up for the coronation ceremony are a multitude of global companies that are looking at India as the next consumer market powerhouse. And it seems to be the retail sector that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This project will give focus on the global scene to retail industry and what will drive the growth of industry in the future.

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. Retailing in India is thoroughly unorganized. There is no supply chain management perspective. According to a survey b y AT Kearney, an overwhelming proportion of the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore segment of the market is organized. From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2005 A study by McKinsey points out that India's market for consumer goods can reach a w $450 billion by 2011 - making it one of the five largest in the world. Further, KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has said: "India represents an economic opportunity on a massive scale, both as a global base and a domestic market." The report, however, finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector. "Companies expect that the next cycle of change in Indian consumer markets

will be the arrival of foreign players in consumer retailing. Although FDI remains highly restricted in retailing, most companies believe that will not be for long," says Deepankar Sanwalka, Executive Director and Head - Consumer Markets, KPMG India.

FDI in retail has once again begun to appear imminent following Prime Minister Manmohan Singh's recent interview to McKinsey, in which he expressed confidence that he would be able to get the Left parties on board on the matter. 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, especially in retail. And the numbers do lend credence to the enthusiasm.

The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In fact, 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, driven by changing lifestyles, strong income growth and favourable demographic patterns. According to EIU, India currently has more than five million retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is developing rapidly with malls becoming increasingly common in large cities, and development plans being projected at 150 new shopping malls of big bazzar.

Scope of Study
The scope of this research is to identify the buying behavior of customers of Big Bazaar in RANCHI area. This research is based on primary data and secondary data. Due to time constraint only limited number of persons contacted. This study only focuses on urban buying behavior of customers because the research conducted in RANCHI area. 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. The scope of research is limited for RANCHI area. It provides help to further the research for organized retail sector in RANCHI area. It aim to understand the skill of the company in the area like technological advancement, competition in management.

Importance of Study
The study shows customers buying pattern with Big Bazaar in RANCHIarea. Its provide guideline for further research in RANCHIarea for organized retail. Research says about customer buying behavior towards Big Bazaar in RANCHI area. The study rate of customer satisfaction level with Big Bazaar for RANCHI area. The research is also important to identify Market size, growth and Market Potential of Big Bazaar in RANCHI area. The research shows future Scenario of Big Bazaar in current perspective. 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 study provide guideline to further extension of Big Bazaar in RANCHI area .The study provide help to know the customers satisfaction with Big Bazaar stores.

CHAPTER-2

Research Methodology

Methodology
Technology, customers tastes and preferences play a vital role in todays generation. Research Methodology is a set of various methods to be followed to find out various informations regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products.

Area of study:
The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes.

Research Design Exploratory Research.

Sampling Design:
Non Probability sampling- Convenience sampling

Sample Size:
350 Customer

OBJECTIVES OF THE STUDY

1. To know the frequency of customers visit in Big Bazaar. 2. To know the customers priority for Big Bazaar then its competitors. 3. To find out competitive factors of Big Bazaar specially with neighboring Kirana Stores. 4. To find out premium time (customer rush hour) for Big Bazaar in Ranchi. 5. To identify that what kind of customers (according to monthly income) usually visit in Big Bazaar. 6. To find out the buying behavior of the customers coming in to Big Bazaar in Ranchi. 7. To determine the current status of Big Bazaar. 8. To find out the customers response towards Big Bazaar.

9. To study the satisfaction level of customers in different attributes of Big Bazaar. 10. To identify main competitors of Big Bazaar.

SAMPLING DESIGN
In the backdrop of objective set, a sample study conducted in Delhi& NCR. SAMPLE SIZE: 350 CONSUMERS contacted during this research work. The nature of sampling is NON PROBABITITY CONVINANCE SAMPLING helped in keeping the path of research in focus throughout the work.

Collection of the questionnaire

Sufficient time was given to the respondents to answer the questionnaire.

Problem faced while collecting and filling questionnaire

Some of the respondents were hesitant to answer the questionnaire. Some respondents did not want to answer the questionnaire, so they left it unanswered. Where the respondents did not find the relevant answer in his choice provided, they added they added their own choice or left it unanswered.

Tabulation
After all the questionnaires were collected back, the responses were tabulated. Each answer of the respondent was tabulated to its respective category.

Data Collection
Data can be classified under two categories depending upon the sources utilized. These categories are, i) Primary data ii) Secondary data

DATA COLLECTION
Data is collected by using various methods. For the purpose of fulfilling the objective of study and for completing the Research project Report, both primary and secondary data collected. 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. The language is simple to understand.

Interview
Information was also obtained by conversation with Customers .they were interviewed personally. SECONDARY DATA: The second information is taken from company document available on websites The other related journals information and industry associations sites have also been viewed.

Tools and techniques for analysis and interpretation

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 & secondary data in Big Bazaar.

SWOT ANALYSIS OF BIG BAZAAR

A SWOT analysis is done to know the strengths, weaknesses, opportunities and threats of any company. This analysis will explain about the strengths, weaknesses, opportunities and threats of big bazaar.

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

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.

Add more products to its product category

CHAPTER 3

ANALYSIS AND INTERPRETATION

ANALYSIS AND INTERPRETATION

I have done a market field survey on big bazaar. I have surveyed around 350 respondents of ranchi who come to visit big bazaar. A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar and personally interacting with them. The customers gave me valuable information regarding their consumption pattern in big bazaar. I collected all those information and a proper analysis is done.

All the analysis and its interpretations are discussed below. 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.

1) Whats your monthly income?

Higher income Group Middle Income Group Lower Income Group No Income Group

5% 50% 20% 25%

Customer s monthly income

INCOME GROUP

5% 25% Higher Income Group (> Rs.60000) Middle Income Group (Rs. 40000-60000) 50% 20% Lower Income Group(Rs.10000-40000) No Income Group (< Rs.10000)

Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 350 respondents 50% of customers are of middle income level that is between Rs10000 40000 per month. Least number of customers visiting Big bazaar are the higher income level people (> Rs.60000 pm) that constitute only 5%. 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.

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 dont prefer to do shopping in big bazaar as it doesnt deal with branded products. The higher level income group people are very status conscious and their psychology is such type that they dont prefer much to visit big bazaar as it is a discounted store. The lower income group people come in to big bazaar as they get goods at a discounted price. Hence big bazaar should include branded products in its product category which will encourage higher income group people to come in to big bazaar. Probably not much of lower income group people come to big bazaar as they dont like to have any shopping experience rather they just go for nearby store where they can get their necessity goods. Even they purchase goods on a regular basis on a small quantity. So they dont have much interest to come to big bazaar and do shopping.

2) How frequently do you visit Big Bazaar? Weekly Monthly Quarterly On unplanned basis 29% 34% 23% 14%

Customers visit Big Bazaar

29% Weekly 34% 1.2 23% Monthly Quarterly On a unplanned basis

Interpretation:

From this I interpret that in big bazaar 34% customers visit

monthly, 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.

3)Do you intend to visit any other retail outlet in a Mall apart from Big Bazaar? Yes No 64% 36%

Apart from Big Bazaar visit retail outlet

70% 60% 50% 40% 30% 20% 10% 0% 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. It shows that customers satisfaction level is more in big bazaar.

4 What is the purpose behind visiting Big Bazaar?

Purpose behind visiting big bazaar

Shopping Outing Both

60% 10% 30%

PURPOSE

30% Shopping Outing 60% 10% Both

Analysis:

Out of the 350 respondents 60% of respondents visit big bazaar for

shopping, 10% for outing and 30% visit big bazaar for both the purposes.

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 dont hav e to purchase anything. People enjoy doing shopping in big bazaar. This is very nice for it as often customers.

If yes then what are the other retail outlets do you intend to visimall? Garment Outlet Footwear Outlet Food Court Entertainment Gift Corner Jewelers and Watches Store 65% 20% 30% 20% 10% 10%

70% 60% 50% 40% 30% 20% 10% 0% Footwear Outlet Garment Outlet Entertainment Food Court Gift Corner Jewellery and Watches Store
Series1

Analysis:

The above graph shows that 65% of people visit garment outlet in a

mall other than that of big bazaar. 30% of people also prefer to visit food court in a mall other than big bazaar. 20% of the people go to footwear outlet in a mall other than big bazaar. 20% of people also go to mall for entertainment purpose. Some people that are 10% each also visit gift corner store and jewellery & watches store in a mall other than big bazaar.

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. 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. 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. It can include some of the exclusive branded outlets of cloths and jewellery inorder to attract the brand choosy customers.

5) What type of products do you mostly purchase in 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%

Any other Item Gift Item Electronic Item Leather Item Food Item Grocery Clothes 0% 20% 40% 60% 80% Series1

Analysis:

This chart clearly indicates that the demand for grocery that is 70% is

highest by the customers followed by clothes rated 60%. The next highest demand is for food items that is 50%. 25% demand is for leather items in big bazaar. Electronic

items holds 15% of demand and gift items and other items has a demand of only 10% by the customers of big bazaar.

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. Gift items and other items are not much in demand by the customers. I can interpret that clothes, 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. Big bazaar has many local branded products of grocery and cloths and it is successfully selling it. It should also include branded products so that more sales can take place.

6) What range of expenses do you make (on an average) in every visit

to Big Bazaar?

Expenditure pattern of customers coming in to big bazaar

Below Rs.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%

EXPENDITURE PATTERN

11% 29% 16% Below 500 500-1000 1000-1500 1500-2000 More than 2000 22% 22%

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. 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.16% of people spend Rs 5001000 and only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.

Interpretation: From this I interpret that most of the customers purchase goods
in bulk which leads them to spend a lot. Volume sales are high in big bazaar. Customers tend to purchase more goods from big bazaar as it provides goods at a discounted rate. Probably those persons who spend more in a visit to big bazaar are purchasing on a monthly basis. 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. Impulse buying behavior of customers comes in to play to a large extent. More discounts shall be provided to people who does bulk purchase. This will encourage people to purchase more products.

7) How much time do you spend in a visit to 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%

35% 30% 25% 20% 15% 10% 5% 0% Less than Half an hour 1 hour to 1 half an hour to 1 hour 1/2 hours 1 1/2 hours More than 2 to 2 hours hours 10% 22% 15% 18% 35%

Series 1

Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents (35%) said that they spend at least 1 hour to 1 hours in big bazaar. 22% respondents also said that they spend 1 hours to 2 hours in their visit to big bazaar. Only 10% of people said that they spend very little time that is less than half an hour in big bazaar.

Interpretation: As per the given data I interpret that customers are very product
choosy now a days and thats 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. 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. People also spend much time in it but purchase very few goods. 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.

8) Which time of the day do you mostly prefer to visit Big Bazaar?

Customers preference of timing to visit big bazaar

10 A.M - 1 P.M 1 P.M 3 P.M 3 P.M 6 P.M 6 P.M 10 P.M

8% 17% 35% 40%

8%

17% 40% 10 A.M - 1 P.M 1 P.M 3 P.M 3 P.M 6 P.M 6 P.M 10 P.M

35%

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. 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. 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. Big bazaar shall provide some special offerings during day time so that more people should come in during day time. It could offer some special kind of product in daytime which will be not available during evening time. In this way it 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.

9) Do you go with a planned list of products to be purchased from Big Bazaar?

Comparison of customers purchasing with planned list of products and purchasing products on unplanned basis

Yes No Ever

50% 40% 10%

10%

yes 50% 40% no ever

Analysis:

As shown in the graph out of my total respondents of 350, 50% of

customers come to big bazaar with a 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. Few customers come to big bazaar without any planned list of products and purchases products depending on their selection. These people basically come to the mall and hence get in to big bazaar. Depending on the product category and brand and quality of products they purchases goods. Some couples come to mall and go to food bazaar to have food together and to have chit chat among them. 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.

10) Do you prepare a list of brands in advance when you visit to Big Bazaar?

Brand preference of customers in big bazaar

Yes No Depends on category 10% 50% 40%

BRAND PREFERENCE

10% 40%

Yes No 50% Depends on category

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 dont prepare in list of brand in advance. 40% of people told that they prepare a list of brand depending on the product category.

Interpretation:

From this I interpret that customers dont opt for much brand

preference while purchasing products in big bazaar. A few customers search for brands but depending on the product category. Customers probably dont decide for brands on products as there are not much of known branded products available at big bazaar. On product categories like grocery and clothes, big bazaar has many local branded products. Customers purchase a lot of these as its cheap in price even though its quality is not so good. 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. Different products of the same category have different prices. Quality of products varies with the price. This enables customization of products for various types of customers. Customers search for brands mostly in apparel section. Some customers also pre decides the brand on the local manufactured grocery and food products of big bazaar. Big bazaar should include more of the branded products in its each category so that customers have more options to choose among the brands. This will bring in more number of people to big bazaar which will definitely increase the sales.

11) What categories of products do you pre-decide the brands?

Cloths Grocery Gift Items Electronic Items Leather Items Any Other Item 40% 40% 33% 25% 2% 12%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Series1

Analysis:

This graph shows that cloths and grocery are the only two items on

which customers mostly prefer the brands that is 40% each. 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:

decided in advance and for some of the products customers dont at all pre decide any brand. As per electronic goods are concerned customers pre decide the brand as many branded electronic products are available in big bazaar. 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.

er le Ite ct m ro ni c Ite m s G ro ce ry G if t It A ny em s O th er It em

C lo Le

at h

th s

From this I interpret that some of the products brand are pre

12) What is your mode of payment in Big Bazaar?

Cash Payment Credit Card Debit Card

55% 19% 26%

Mode of payment of customers in big bazaar

26% Cash Payment Credit Card 55% 19% Debit Card

Analysis:

As per my study is concerned, out of the total respondents 55% of

people make cash payment in big bazaar. 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.

Interpretation: As per the obtained data I interpret that more number of people
makes cash payment in big bazaar. 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. 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.

13) What encourages you to visit Big Bazaar?

Price Service Ambience Product Variety Product Quality Convenience

60% 40% 50% 65% 20% 35%

Comparison of factors which encourages customers to come in big bazaar?

70% 60% 50% 40% 30% 20% 10% 0% 60% 40% 65% 50% 35% 20%

Analysis:

People are mostly encouraged to come to big bazaar because of its

cheap price and availability of variety of products. Around 65% of the total respondent said they are mostly encouraged to come to big bazaar as it has variety options. Even most of the customers said that they get goods there in a discounted price and so they come in to it. Many customers also said that they feel good about the service and ambience provided by big bazaar. Around 35% of customers also said that convenience is also another factor which leads them to come to big bazaar. Product quality is rated at very low that is only 20% which encourages the customers to come to big bazaar.

Interpretation: From this analysis I interpret that big bazaar is a well known for
its variety options. 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. Even it provides a good service and ambience to its customers which encourages them to visit big bazaar more and more times. I can also interpret from this that big bazaar has located itself in a good place from where it is able to attract customers. As a hypermarket which is to be located far off the city, big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. 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.

14) How would you rate the services of the sales personnel in Big Bazaar on a 1 5 scale?

Services of the sales personnel in Big Bazaar

Very good Good Ok Poor Very poor 17% 29% 36% 13% 5%

40% 35% 30% 25% 20% 15% 10% 5% 0% Very good Good Ok Poor Very poor 17% 29% 13% 5% 36%

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 personnels in Big Bazaar.

Less than adequate Adequate More than adequate

45% 45% 10%

15) How is the parking space availability in Big Bazaar?

Parking space availability in big bazaar

AVAILABILITY OF PARKING SPACE

10% Less than adequate 45% Adequate More than adequate

45%

Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate space is provided for parking big bazaar. Only 10% of people say that more than adequate space is available for parking in big bazaar.

Interpretation:

Analyzing the above data, I interpret that customers are not

satisfied with the parking space availability provided by big bazaar. Hence its a threat for big bazaar as it may loose its customers because of less parking space availability. 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.

Yes No 16) Do you go to Kirana store?

65% 35%

Customers preference towards Kirana store

35%

yes 65% no

Analysis: Out of my total respondent of 350 customers, 65% of them says they go
to their nearby kirana store and 35% said that they dont at all go to any kirana store.

This shows that majority of people go to kirana store even though they visit 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. I can conclude from this that a kirana store is a competitor of 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.

17) Can you compare your nearest Kirana store with Big Bazaar?

Comparison of Big bazaar with any Kirana store

Shopping Price Big bazaar Kirana store 70% 30% Service 50% 50% Variety 100% 0% Quality 40% 60% Convenience 25% 75% Experience 90% 10% Ambience 95% 5%

120 100 80 60 40 20 0 70 50 30 0 100 75 60 40 25 10 5 90 95 Big bazaar Kirana store

Analysis: The above graph shows the comparison of different factors between big
bazaar and a nearby kirana store. 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

ric S e er vi ce V ar ie ty Q S ho Co ua pp n lit in ve n y g E ien xp c er e ie A nc m e bi en ce

service. Each and every customer that is 100% agrees that there are more variety of 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. 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. 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. 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.

Interpretation: I interpreted from this that a kirana store is one of the competitor
of big bazaar. 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.

18) Can you compare others organized retail stores with Big Bazaar on the following parameters?

Comparison of Big bazaar with others Organized retailers based on following points
Shopping Price Big bazaar O. Org. Retails 45% 55% Service 50% 50% Variety 55% 45% Quality 52% 48% Convenience 54% 46% Experience 46% 54% Ambience 58% 42%

60 55 50 45 40 35 30 Big bazaarO. Org. Retails Series 2

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. Big bazaar should try to improve on each of its attributes and out compete the other organized stores.

CHAPTER-4 Limitations of study

Limitations of study
Certain limitations do creep in a research study due to constraints of the time, money and human efforts, the present study is also not free from certain limitation, which were unavoidable. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. I- Some customers were not willing to give appointment due to their busy schedule. II- Due to very large size of the population, only a selected sample of customer could be contacted. III- 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. IV- Also impossible for company to prove information is confidential. V-Due to fast pace of life, some customers were not able to do justification to the questionnaire. 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. It is not possible for us to spend more time in interaction with them.

CHAPTER-5

Findings & Recommendations

Findings
1. 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. 2. At present time Big Bazaar provide different types of product assortments to the customers. 3. Continuously opening of Big Bazaar chains in different major cities, increasing quantities of the customers & profit show that Big Bazaar most accepted name in organized retail chain in India. 4. Big Bazaar mainly deal with middle income group people who want qualitative product with reasonable cost. 5. Big bazaar has a good reputation of itself in the market. 6. Big bazaar has positioned itself in the market as a discounted store. 7. Big bazaar holds a huge customer base. The majority of customers belong to middle class family. 8. Impulse buying behavior of customers comes in to play most of the times in big bazaar. 9. There are more than 50 big bazaars in different cities of India, it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. 10. Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. 11. The major players in retail industries are Big bazaar, The Tata Groups (Croma), Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc

Recommendations
1. 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.

2. Big bazaar should provide large parking space for its customers so that they can easily park their vehicles.

3. 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 customers time. This will be a kind of motivator for the customers of big bazaar.

4. The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good. 5. During the off peak hours 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.

6. Customer care department is needed to take proper care of customer complaints and queries. 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.

7. The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar during those days.

Bibliography
BOOKS
Kotler Philip, marketing management, (Pearson education, 12th edition) education, 10th edition)

Berman B and Evans J.R, Retail Management (Pearson

INTERNET WEB PAGE

Bigbazaar.co.in Organizedretail.co.in Retail seminar. In Literature review on Big Bazaar.com Retailing.co.in

Appendix

1. Gender: 2. Address: 3. Qualification: 4. Profession: 5. Ph.

PART-2 1. 1Whats your monthly income? a. Below 10,000 b. 20,000 40,000 c. 40,000 60,000 d. More than 60,000

2. .How frequently do you visit Big Bazaar? a. Weekly b. Monthly c. Quarterly d. On unplanned basis 3. Do you intend to visit any other retail outlet in a Mall apart from Big Bazzar? a. a) Yes b) No

4. (a). If yes then what are the other retail outlets do you intend to visit in a mall? a. Garment Outlet b. Footwear Outlet c. Food Court d. Entertainment e. Gift Corner f. Jewelers and Watches store

5. What is the purpose behind visiting Big Bazaar? a. Shopping b. Outing c. Others

6. 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

7. What range of expenses do you make (on an average) in every visit to Big Bazaar? a. Below 500 b. 500 1000 c. 1000 1500 d. 1500 2000 e. More than 2000

8. 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 hours d. 1 hours to 2 hours e. More than 2 hours

9. 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 Bazzar? a. a) Yes b) No c)some time

11. Do you prepare a list of brands in advance when you visit to Big Bazzar? a. a) Yes category b) No c) Depends on

12. What 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. a) Cash payment b) Credit Card c)Debit Card

14. What encourages you to visit Big Bazaar? A. Price B.Service C.Ambience D.Product Variety E.Product Quality F.Convenience

15) How would you rate the services of the sales personnel in Big Bazaar on a 1 5 scale? a. Very good b. Good c. Ok d. Poor e. Very poor 15. How is the parking space availability in Big Bazaar? i. Less than adequate ii. Adequate iii. More than adequate 16. Do you go to Kirana store? i. a) Yes b) No

17. Can you compare your nearest Kirana store with Big Bazaar? i. Price Kirana store II. Big Bazaar ii. Service 1. Kirana store Big Bazaar iii. Variety 1. Kirana store Big Bazaar iv. Quality 1. Kirana store Big Bazaar v. Convenience 1. Kirana store Big Bazaar vi. Shopping Experience 1. Kirana store Big Bazaar vii. Ambience 1. Kirana store Big Bazaar

II.

II.

II.

II.

II.

II.

18. Can you compare others organized retail stores with Big Bazaar on the following parameters? Price a. 1.Big Bazaar II. Others Organized Retailer 1. b) Service b. 1.Big Bazaar II. Others Organized Retailer 1. c) Variety c. 1.Big Bazaar II. Others Organized Retailer Quality d. 1.Big Bazaar II. Others Organized Retailer Convenience e. 1.Big Bazaar II. Others Organized Retailer Shopping Experience f. 1. Big Bazzar II. Others Organized Retailer Ambience g. 1.Big Bazzaar II. Others

i. THANKING

YOU