I have done a market field survey on big bazaar.

I have surveyed a 50 respondents of

Delhi 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.

Customers monthly income

Below Rs. 10000

5%

Rs. 10000-20000

50%

Rs. 20000-50000

20%

More than Rs. 50000

25%

INCOME GROUP

5%

Below 10000

25%

10000-20000

50%

20000-50000
More than 50000

20%

Figure 3.1: Income group

Interpretation: The above diagram shows the distribution of income level of
customers coming in to big bazaar. Among the 50 respondents 50% of customers are
of income level that is between Rs. 10000 20000 per month. Least number of
customers visiting Big bazaar are the lower income level people (> Rs.10000 pm) that
constitute only 5%.
Big bazaar is the hub of shopping for middle level income group people because of its
reasonable price on its each product category. The lower level income group people
dont prefer to do shopping in big bazaar . The higher level income group people are

10

very status conscious and their psychology is such type that they dont prefer much to
visit big bazaar as it is a discounted store.

Customers visits Big Bazaar

Weekly
Monthly

29%
34%

Quarterly

23%

On unplanned basis

14%

14%
Weekly
17%

Monthly
Quarterly

58%

On a unplanned basis
11%

Figure 3.2 : Customers visits Big Bazaar

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
purchase their requirements.

11

basis for

Apart from Big Bazaar visit retail outlet

Yes
No

64%
36%

70%
60%
50%
40%
30%

64%

20%

36%

10%
0%
yes

no

Figure 3.3 :Retail apart from Big Baazar

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.

Purpose behind visiting big bazaar

12

Shopping
Outing
Both

60%
10%
30%

Figure 3.4 :Purpose for visit

Interpretation: Out of the 50 respondents 60% of respondents visit big bazaar for
shopping, 10% for outing and 30% visit big bazaar for both the purposes.
From this I interpret that big bazaar is purely a shopping hub 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 have to purchase anything. People enjoy
doing shopping in big bazaar.

Demand for other retail outlets in a mall

13

Garment Outlet

25%

Footwear Outlet
Food Court

10%
25%

Entertainment
Gift Corner

20%
10%

Others

10%

30%
25%
20%
15%
10%
5%
0%
Garment OutletFootwear Outlet Food Court

14

Entertainment

Gift Corner

Others

Figure 3.5: Demand of other Retail

Interpretation: The above graph shows that 25% of people visit garment outlet in a
mall other than that of big bazaar. 25% of people also prefer to visit food court in a
mall other than big bazaar. 10% 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 other store in a mall other
than big bazaar.

From this analysis I came 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 go for
watching movies to mall for entertainment. Yet a few people visits gift corners and
other 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 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
outlets of cloths and others in it in order to attract the choosy customers.

15

Products mostly purchased by customers in big bazaar

Clothes
Grocery
Leather Item
Electronic Item
Gift Item
Any other Item

30%
40%
5%
10%
5%
10%

Any other Item

Gift Item
Electronic Item
Series1

Leather Item
Grocery
Clothes
0%

20%

40%

60%

80%

Figur 3.6 :Products mostly Purchased

Interpretation: This chart clearly indicates that the demand for grocery that is 40% is
highest by the customers followed by clothes rated 30%. The next highest demand is
for electronics items that is 10%. 5% demand is for leather items in big bazaar.
Gift items and other items has a demand of only 5% by the customers of big bazaar.
From this analysis I interpret that customers demand are high for grocery and clothes
items in big bazaar. Leather 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 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
16

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 it is successfully selling it.

17

Expenditure pattern of customers coming in to big bazaar

Below Rs.1000 /single visit

Rs. 1000-2000 /single visit
Rs. 2000-3000 /single visit
Rs. 3000-4000 /single visit
More than Rs. 4000 /single visit

11%
16%
22%
22%
29%

EXPENDITURE PATTERN

11%
29%
16%

Below Rs.1000
1000-2000
2000-3000
3000-4000
More than 4000

22%

22%

Figure 3.7 :Expenditure Pattern

Interpretation: 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 Rs. 4000 in a single
visit to big bazaar. Other people that is 22% of people each spend Rs 2000-3000 and
Rs 3000-4000 respectively in a visit to big bazaar.16% of people spend Rs 1000-2000
and only 11% of customers are there who spends less than Rs1000 in their visit to big
bazaar.

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
18

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 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.
More discounts shall be provided to people who does bulk purchase. This will
encourage people to purchase more products.

19

Time spent by customers in shopping in big bazaar

Less than one hour

10%

1-2 hour

15%

2-3 hour

35%

3-4 hour

22%

More than 4 hours

18%

35%
30%
25%
20%

35%

15%

22%

10%
5%

10%

15%

18%

Series 1

0%

Figure 3.8 :Time spent by customers

Interpretation: People spend a lot of time in shopping in big bazaar. Majority of the
respondents (35%) said that they spend at least 2 hour to 3 hours in big bazaar. 22%
respondents also said that they spend 3 hours to 4 hours in their visit to big bazaar.
Only 10% of people said that they spend very little time that is less than an hour in big
bazaar.

20

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 hour or less
than 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.

21

Comparison of footfalls in weekdays and weekends

Weeks days

40%

Weekends

60%

Figure 3.9 :Customer Footfalls

Interpretation: The above graph shows that more number of people comes to big
bazaar in weekends than that of week days 40% of people visits big bazaar in
weekdays where as 60% of people visit big bazaar in weekends.
I can clearly interpret from this that most of the people tend to visit big bazaar in
weekends rather than that of week days. 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 increases by 50%.
As people come more in weekends, so big bazaar should keep it open for more time in
week ends. 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.

22

Customers preference of timing to visit big bazaar

10 A.M - 1 P.M

8%

1 P.M 3 P.M

17%

3 P.M 6 P.M

35%

6 P.M 10 P.M

40%

8%
17%
10 A.M - 1 P.M

40%

1 P.M 3 P.M
3 P.M 6 P.M
6 P.M 10 P.M

35%

Figure 3.10 :Customers timing Preference

Interpretation: 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 35% of people tend to visit big
bazaar during mid noon and evening time while 17% of people tend to visit big bazaar
during after noon time.
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

23

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.

24

Comparison of customers purchasing with planned list of products

and purchasing products on unplanned basis

Yes

50%

No
Sometimes

40%
10%

10%

yes
50%

no
Sometimes

40%

Figure 3.11 :Customers Impulse Buying

Interpretation: As shown in the graph out of my total respondents of 50, 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.
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
25

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
promotion of essential goods so that more number of people should come in with a
planned list of products.

26

Brand preference of customers in big bazaar

Yes
No
Depends on category

10%
50%
40%

Figure 3.12 :Brand Preference

Interpretation: 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.
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.
27

Customers search for brands mostly in apparel section. Some customers also pre
decides the brand on the local manufactured grocery 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.

Comparison of brand preference on different product category

28

Cloths
Grocery
Gift Items
Electronic Items
Leather Items
Any Other Item

40%
20%
10%
15%
5%
10%

29

30

Figure 3.13 :Brand Preference

Series1

Interpretation: This graph shows that cloths and grocery are the only two items on
which customers mostly prefer the brands that is 40% and 20%. 10% brand preference
is on gift items and 15% is on electronic items. Brand preference on leather items is
5% and 10% on any other item.

Electronic
Leath Items
er Ite
G
m
G
ro
ift
ce
I te
ry
m
s

From this I interpret that some of the products brand are pre decided in advance and
for some of the products customers dont at all pre decide any brand. The customers
tem
er I
Oth
Any

45%

pre decides brands on cloths and grocery most as big bazaar

produces much brands
40%
35%

and also have some well known branded products of clothes30%

with it .
25%
20%
15%
10%
5%
0%

Mode of payment of customers in big bazaar

Cloths

Cash Payment

55%

Credit Card

19%

Debit Card

26%

26%

Cash Payment
Credit Card
55%

19%

Figure 3.14 :Mode of Payment

31

Debit Card

Interpretation: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.As per the obtained data I interpret that more number of people makes cash
payment in big bazaar. A fraction of people uses their debit card for payment in big
bazaar and a very few people uses their credit 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.

32

Price
Service
Ambience
Product Variety
Product Quality
Convenience

38%
18%
11%
14%
15%
4%

Factors which encourages customers to come in to big bazaar

40%
35%
30%
25%
20%

38%

15%
10%
5%

18%
11%

14%

15%
4%

0%

Figure 3.15 :Cusomers encouraging factor

Interpretation: People are mostly encouraged to come to big bazaar because of its
cheap price and services. Around 14% 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

33

provided by big bazaar. Around 4% of customers also said that convenience is also
another factor which leads them to come to big bazaar. Product quality is only 15%
which encourages the customers to come to big bazaar.
From this analysis I interpret that big bazaar is a well known for its prices. People
mostly come to big bazaar as they get products at cheap prices 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. 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.

34

Services of the sales personnel in Big Bazaar

Very good

17%

Good

29%

Ok

36%

Poor

13%

Very poor

5%

40%
35%
30%
25%
20%

36%
29%

15%
10%

17%

13%

5%

5%

0%
Very good

Good

Ok

Poor

Very poor

Figure 3.16 :Sales personnel services

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.

35

Yes

65%

No

35%

Customers preference towards Kirana store in addition to

Big Bazaar

36

35%

no 65%

yes

Figure 3.17 :Customers preference towards Kirana

Interpretation: Out of my total respondent of 50 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.

37

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.

38

Analysis and Inferences:

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 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 products 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 1000 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.
39

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.

40

Results of the study:

Big bazaar is a major shopping complex for todays customers. It is a place where
customers find variety of products at a reasonable price. Big bazaar has a good
reputation of itself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around big bazaar.
Volume sales always take place in big bazaar. Impulse buying behavior of customers
comes in to play most of the times in big bazaar.

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. It holds a large customer base and it seemed from the study that
the customers are quite satisfied with big bazaar. As of now there are 34 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.

Big bazaar is a hypermarket store where varieties of products are being sold on
different product category. It has emerged as a hub of shopping specially for middle
class people.

41

Different types of products starting from a baby food to pizzas all are available under
one roof. In Delhi it is the middle class people who mostly do marketing from big
bazaar. Even most of the people do their monthly shopping from big bazaar. 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. As people go to malls they just tend to move
around big bazaar whether it is for shopping purpose or for outing purpose. Grocery,
apparels and food items are the products which are demanded most by the customers
of Delhi in big bazaar. As it is surveyed it seems that the biggest competitors of big
bazaar are the kirana stores, discounted specialty stores like Vishal mega mart, Delhi
bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.

42

4.1 Limitation of the 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 time 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 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.

43

4.2 Suggestions and Scope for further study:

Big bazaar should include more products to its product category so as to

attract the choosy people to come in to big bazaar.

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.

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.

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.

44

Bibliography
Websites:
1. http://www.fmi.uni-sofia.bg/vesta/virtual_labs/freq/freq2.html, Accessed on
28/02/2012 at11.30 am.
2. http://www.ltcconline.net/greenl/courses/201/descstat/mean.htm on 4\03\12 at
6 pm.
3. http://www.experiment-resources.com/convenience-sampling.html on 3\03\12
at 4 pm.
4. http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4300,
Accessed on 25/02/2012 at 1.30 pm.

Books :
1. Kotler Philip, Marketing Management, (Pearson

education, 12th edition)

2. Malhotra K. Naresh, Marketing Research (An applied orientation), Research

design, (Prentice hall of India pvt. 5th edition)

45

ANNEXURE A
Questionnaire
1

Age: -

Gender: -

Profession: -

Whats your monthly income?

a

Below Rs. 10,000

Rs. 10,000 20,000

Rs. 20,000 50,000

Rs. More than 50,000

1.How frequently do you visit Big Bazaar?

Weekly

Monthly

Quarterly

On unplanned basis

Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes

b) No

If yes then what are the other retail outlets do you intend to visit in a mall (choose
any one)?
a

Garment Outlet

Footwear Outlet

Food Court

Entertainment

Gift Corner

Any Other

4. What is the purpose behind visiting Big Bazaar?

a. Shopping
46

b. Outing
c. Both

5. What type of products do you mostly purchase in Big Bazaar(choose any one)?
a. Cloths
b. Grocery
c. Leather Item
d. Electronic Item
e. Gift Item
f. Any other Item

6. On an average how much amount of money do you spend in a visit to Big

Bazaar?
a. Below Rs. 1000
b. Rs. 1000 2000
c. Rs. 2000 3000
d. Rs. 3000 4000
e. More than Rs. 4000

7. How much time do you spend in a visit to Big Bazaar?

a. Less than 1 hour
b. 1 to 2 hours
c. 2 to 3 hours
d. 3 to 4 hours
e. More than 4 hours

8. Which days of the week do you prefer to visit Big Bazaar?

a. Week days
b. Weekends

47

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 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 product do you pre-decide the brands(choose any one)?
a

Cloths

Leather Items

Electronic Items

Grocery

Gift Items

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 (choose any one)?
a

Price

Service

c Ambience
c

Product Variety

Product Quality

Convenience

48

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 Do you go to Kirana store in addition to Big Bazaar?

a) Yes

b) No

49