Chapter 1: Introduction 1.1 Introduction 1.2 Statement of the problem 1.3 Objectives of the study 1.

4 Scope of the Study 1.5 Research methodology 1.6 Limitation of the Study 1.7 Chapter Scheme Chapter 2: Profiles 2.1 2.2 Industry profile Company profile

Chapter 3: Literature Survey 3.1 Conceptual and theoretical review 3.2 Research review Chapter 4: Data Analysis and Interpretation Chapter 5: Results, Discussions and Conclusion 5.1 Findings 5.2 Suggestions & Recommendations 5.3 Directions for further research 5.4 Conclusion

Bibliography Appendix

CHAPTER 1: INTRODUCTION 1.1 Introduction In India, the most of the retail sector is unorganized. In India, the retail business contributes around 10 percent of GDP. Of this, the organized retail sector accounts only for about 5 percent share, and the expected annual growth rate is 5% per annum and remaining share is contributed by the unorganized sector. The main challenge facing the organized sector is the competition from unorganized sector. Unorganized retailing has been there in India for centuries, theses are named as mom-pop stores. The main advantage in unorganized retailing is consumer familiarity that runs from generation to generation. It is a low cost structure, they are mostly operated by owners, has very low real estate and labor costs and has low taxes to pay. And it also gives 8% Employment to the country annually.

In late 1990's the retail sector has witnessed a level of transformation. Retailing is being perceived as a beginner and as an attractive commercial business for organized business i.e. the pure retailer is starting to emerge now. Organized retail business in India is very small but has tremendous scope. The total in 2005 stood at $225 billion, accounting for about 10% of GDP. In this total market, the organized retail accounts for only $8 billion of total revenue. According to A T Kearney, the organized retailing is expected to be more than $23 billion revenue by 2010. In organized retailing will grow faster than unorganized sector and the growth speed will be responsible for its high market share, which is expected to be $ 17 billion by 2010-11. The organized sector is expected to grow faster than GDP growth in next few years driven by favorable demographic patterns, changing lifestyles, and strong income growth. This organized retail sector mix includes supermarkets, hypermarkets discounted stores and specialty stores, departmental stores. For example, Spencer network has 69 stores, which includes seven Spencer hypermarkets, three Spencer super markets and 49 Spencer Dailys.

Now the company is planning to open 20 stores in 10 cities in six months. The top 10 retailers account only for 2% of total market, today modern retailing is expected to enter a boom phase, which has major players and these players might capture 10% of total market, within next five years.

1.2 Statement of the problem

To find whether the variety of products are available in the store for the

customers To find whether the customer are satisfied with the quality of products

provided by the company To find whether the customer service in the store are effective in delivering

the information required by the customer. To find whether the products are arranged in such a manner that the customer

can identify easily.

To know whether the customer satisfied with the store.

To find the loyalty level of the customers towards the store.

1.3 Objectives of the study Primary objectives To study about the shoppers attitude in big bazaar store (Express Avenue).

Secondary objectives To study the customer satisfaction level of big bazaar. To study the perception of customer towards big bazaar. To study the customer loyalty level of big bazaar.

1.4 Scope of the Study The study was aimed at getting the customers view and attitude towards big bazaar. To study the customer satisfaction level in various aspects. The study of customer loyalty towards big bazaar. The study of customer satisfaction about the store. The study of attitude of customers towards the variables such as quality of products, price, availability of products and layout of the store.

1.5 Research methodology

Research means a scientific and systematic search for pertinent information on specific topic. Research is a careful investigation or enquiry especially through search for new facts in any branch of knowledge, research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting and organizing and evaluating data, making deduction and reaching conclusion, and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis.

RESEARCH DESIGN Research design is considered to be a blue print of the research being under taken that is, Research design is purely and simply the frame work or plan for the study that guides the collection and analysis of data. The preparation of such design facilitates research to be as efficient as possible yielding maximal information. There is never single standard or correct method to carry research. Thus, there is no single perfect design to solve a problem but in general, the methods of carrying out are categorized in to three types. Exploratory Research Descriptive Research Causal Research

With reference to the given project at Big Bazaar royepettah., Descriptive Design has been opted to be appropriate one, as it would help to obtain complete and accurate information. For descriptive study, a proper procedure should be prepared keeping in mind the objectives of the study and the resources available. The descriptive design is also called the

survey design since it takes in to account all the steps involved in a survey and hence the design was found to be the most suited design

RESEARCH INSTRUMENT The research instrument in this study is a Structured Questionnaire. Structured questionnaire are those questionnaire in which there are concrete and predetermined question relating to the aspect, for which the researcher collect data. The questions are presented with exactly the same working and in same order to the respondents QUESTIONNAIRE DESIGN This method of data collection is very common and has used to perform this research. The questions were carefully framed keeping in mind the objectives of the research. The questionnaire was prepared in an unbiased manner giving enough scope to the supervisor to speak out what he felt. The questionnaire on a five point Rating scale method. 10 questions were asked in the questionnaire. DATA COLLECTION METHODS Market research requires two types of data i.e. secondary data and primary data. Primary data has been used abundantly for the study. Well-structured questionnaires were prepared & the survey was undertaken. In this study, data were collected from the employees of Big Bazaar using questionnaire consisting of five-point scaled questions. There is also a use of secondary data, collected from the various journals, books, and websites & from company managers. Primary data Secondary data : : Field Survey Big Bazaar records

Text Books and journals Company Websites Area of research Research approach SAMPLING METHOD Since the study is restricted to Retail sector, all the functional Departments of Big Bazaar and the respondents are found at the store only so according to the convenience randomly they are being picked so sampling method is used in this study is Random Sampling. : : Royepettah Survey method

SAMPLING: Sample Size Sampling Method Sample Unit Measuring Tool 110 respondents Random sampling Customers of Big bazaar Questionnaire

PILOT SURVEY

The data gathering exercise was begun with a survey pre-test analysis. Sample of 10 respondents were interviewed to assess the suitability of the questionnaire design. Based on the response entertained by them and the analysis of the same questionnaire was found to be suitable for the study.

1.6 Limitation of the Study

The study is limited to only 110 respondents. The time allotted for the study was not enough to cover the entire customer.

The respondent may not answer in a natural way

1.7 Chapter Scheme

CHAPTER 2 PROFILES 2.1 Industry profile Retail means selling goods and services in small quantities directly to customers. Retailing consists of all activities involved in marketing of goods and services directly to consumer for their personnel family and household use.

The Indian retailing industry is becoming intensely competitive, as more and more payers are Vying for the same set of customers. The major retail players are Pantaloon Retail, Shoppers Stop, Reliance, etc., Retailing is one of the biggest sectors and it is witnessing revolution in India. The new entrant in retailing in India signifies the beginning of retail revolution. India's retail market is expected to grow tremendously in next few years. According to AT Kearney, The Windows of Opportunity shows that Retailing in India was at opening stage in 1995 and now it is in peaking stage in 2006. India's retail market is expected to grow tremendously in next few years. India shows US$330 billion retail market that is expected to grow 10% a year, with modern retailing just beginning. India ranks first in 2005. In fact, in 2005 and 2006, India is the most compelling opportunity for retailers, because now India is in peaking stage. Retailing includes all the activities involved in selling goods or services directly to

final consumers for their personal, non-business use. Retailers can be classified in terms of store retailers, non-store retailing, and retail organizations. Store retailers include many types, such as specialty stores, department stores, supermarkets, convenience stores, superstores, combination stores, hypermarkets, discount stores, warehouse stores, and catalog showrooms. These store forms have had different longevities and are at different stages of the retail life cycle. Depending on the wheel-of-retailing, some will go out of existence because they cannot compete on a quality, service, or price basis. Non-store retailing is growing more rapidly than store retailing. It includes direct selling (door-to-door, party selling), direct marketing, automatic vending, and buying services. Much of retailing is in the hands of large retail organizations such as corporate chains, voluntary chain and retailer cooperatives, consumer cooperatives, franchise organizations, and merchandising conglomerates. More retail chains are now sponsoring diversified retailing lines and forms instead of sticking to one form such as the department store. Retailers, like manufacturers, must prepare marketing plans that include decisions on target markets, product assortment and services, store atmosphere, pricing, promotion, and place. Retailers are showing strong signs of improving their professional management and their productivity, in the face of such trends as shortening retail life cycles, new retail forms, increasing intertype competition, and polarity of retailing, new retail technologies, and many others. Wholesaling includes all the activities involved in selling goods or services to those who are buying for the purpose of resale or for business use. Wholesalers help manufacturers deliver their products efficiently to the many retailers and industrial users across the nation. Wholesalers perform many functions, including selling and promoting, buying and assortment-building, bulk-breaking, warehousing, transporting, financing, risk bearing, supplying market information, and providing management services and counseling. Wholesalers fall into four groups. Merchant wholesalers take

possession of the

goods

and

include

full-service

wholesalers

(wholesale

merchants, industrial distributors) and limited-service wholesalers (cash-and- carry wholesalers, truck wholesalers, drop shippers, rack jobbers, producers' cooperatives, and mail-order wholesalers). Agents and brokers do not take possession of the goods but are paid a commission for facilitating buying and selling. Manufacturers' and retailers' branches and offices are wholesaling operations conducted by non-wholesalers to bypass the wholesalers. Miscellaneous wholesalers include agricultural assemblers, petroleum bulk plants and terminals, and auction companies.

Wholesalers, too, must make decisions on their target market, product assortment and services, pricing, promotion, and place. Wholesalers who fail to carry adequate assortments and inventory and provide satisfactory service are likely to be bypassed by manufacturers. Progressive wholesalers, on the other hand, are adapting marketing concepts and streamlining their costs of doing business.

CURRENT SCENARIO India rank first in terms of emerging market potential in retail sector. Current retail market is US $ 215 billion. Growth rate of retail sector in India is 8-10% per annum. Near about 12 million retail outlets are spread across India. FDI in retail sector increases from US $ 3.1 billion in 2003 to over US $7.6 billion in 2009.

TYPES OF RETAILERS:

Retailers are broadly classified into 3 categories

Food Retailers. General Merchandise Retailers

Service Retailers.

TECHNOLOGIES USED IN RETAILING SECTOR In-store technologies Interactive kiosks Virtual display case Radio Frequency identification tags Self-scanning & self-checkout system Body scanning Online technology Online display of products Online shopping

CHALLENGES:

 Largely urban phenomenon, pace of growth is still slow. Not being recognized as an industry in India so availability of finance is low to new market players. High cost of real estate. High stamp duties. Lack of infrastructure. Multiple & complex taxation system. Protest against retail sector. FUTURE STRATEGY: It is projected that up to 2010 retail sector will be worth around US $ 300 billion. FDI is going to increase rapidly, up to 2010 retail sector will become biggest industry in India. Retail sector is expected to create 2 million jobs up to 2010. According to Indian Retail Report top 10 players in modern retail trade are going to invest US $ 18-20 billion in next five years.

2.2 Company profile Future Groups, is India's leading Retail Company with presence across multiple lines of businesses. The company owns and manages multiple retail formats that cater to a wide cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer. Headquartered in Mumbai (Bombay), the company operates through 5 million square feet of retail space, has over 331 stores across 40 cities in India and employs over 17,000 people. The company registered a turnover of Rest 2,019 crore for FY 2007-08. It owns and operates multiple retail formats including Pantaloons, Big Bazaar, Food Bazaar, Central, E-Zone, Fashion Station, Depot and many others. Future Groups forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and hygiene. Food Bazaar, food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of major Indian cities, followed this. Some of its other formats include, Collection I (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its retailing venture, futurebazaar.com. The group's subsidiary companies include, Home Solutions Retail India Ltd,

Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture companies with a number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Jaywalkers, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess in India. Future Groups is listed on BSE and NSE with a turnover of Rs.2,018 crores for financial year ended 2007-08. Future Groups was selected as the Best of Best Retailers in Asia by Retail Asia-Pacific Top 500 magazine in 2006. Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the Pantaloon Group. It works on same the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. Big Bazaar stores in Metros have a gaming area and kids play area for entertainment. Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol, Bangalore, Bhubaneswar, Chennai, Coimbatore,Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon,Hyderabad, Indore, Lucknow,Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram, Vishakhapatnam. Big Bazaar is not just another hypermarket. It caters to every need of customers family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, customer will definitely get the best products at the best prices -thats what Big Bazaar guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise customer. And this is just the beginning. Big Bazaar plans to add much more to complete customers shopping experience. Big Bazaar is not just another hypermarket. It

caters to every need of customers family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers.

At Big Bazaar, customer will definitely get the best products at the best prices thats what Big Bazaar guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise customer.

BOARD OF DIRECTORS

Mr. Kishore Biyani,

Managing Director

Mr. Gopikishan Biyani, Mr. Rakesh Biyani,

Whole time Director

Whole time Director

Mrs. Veda Prakash Arya, Mr. Shailesh Haribhakti, Mr. S Doreswamy,

Director

Independent Director

Independent Director

Dr. D O Koshy,

Independent Director

Mrs. Anju Poddar,

Independent Director

Mr. Anil Harish,

Independent Director

Mrs. Bala Deshpande,

Independent Director

CHAPTER 3 LITERATURE SURVEY 3.1Conceptual and theoretical review Consumer's Attitude and Retailers' Images in Creating Store Choice. Robert Gilmore, William Margulis and Richard A. Rauch The determinants of store choice on the part of the consumer are complex. Our study indicates that consumers find the issues relevant to store choice as lacking in quality and certainly not congruent nor tangential to the retail marketing concept. As our model shows, perceptions are developed through stimuli that are created by the retail environment both internal and external. If these were the only issues retailers had to deal with, their challenge in understanding consumer store choice behavior would be formidable. Add to those dimensions the perceptions that are formed through the consumer's own psychological, physiological and behavioral attributes and the complexities of the challenge can seem to be insurmountable. The complexity of the situation increases exponentially when, as our research seems to indicate, the psychological and behavioral components can be compounded by such little understood dimensions as ambivalence and vicarious sociality. There is light at the end of the tunnel. Retailers need to benefit themselves by reaching out the broad resources of research to effectively develop the resource information necessary to successfully position themselves relative to their consumers expectations.

Choosing Retail Locations for Shopping Malls in India Store location and real estate markets are two most important areas of concern for a retailer by the virtue of the fact that real estate is the largest fixed investment for a retailer. For a retailer, being at the right place at the right time facilitates the development of sustainable competitive advantage. The decline in real estates prices in the last decades has boosted the moral of the retailers. Because of this there has also been an increase in the supply of property for retail locations. For every kind of a retailing format there is a series of tradeoffs to be evaluated , in the terms of costs and value of site while selecting the locations.The location of the mall has become one of the desire aspects of the retailing business. The location of the shopping mall spells its success or failure. A mall in a remote area would suffer from weak sales, poor cash flow and increased marketing and advertising expences. Whereas, put the mall in a good location and the business will all the expection of the retailer surpassed Apparel shopping: a focus on the attitudes of women towards shopping Ogenyi Ejye Omar and Alan Hirst This study evaluates women's attitude as an overall inclination towards apparel shopping. Its findings suggest that women generally show positive attitudes towards shopping for apparel. Women who shop for apparel are aware of some of the discouraging features of shopping, but these features do not deter them from buying. The implication for retailers is that they should focus on making the experience of shopping more accommodating and more user-friendly. This is important because the positive features of shopping ('convenience', 'usefulness', 'ease of use', and 'efficiency') appear to be more important.

Consumer Attitude Towards Loyalty Programs And Short Term Price Promotions Lata Vijaybaskar, Retail Trainer/Consultant, The last millennium has witnessed innovations at every stage of the supply chain, giving rise to new models. The consumer interface, i.e. the retailing factor has undergone a sea of change, partly due to changing consumer needs and partly due to the emergence of new

technologies. While some of the changes have been evolutionary in nature, some others have been category killersleading to radical change in both consumer perceptions and formats. The ever-increasing focus on the customer will encourage all retailers to investigate the best way to foster and retain customer loyalty. With the conventional wisdom in retailing questioned and factors like location and prices not deemed as differentiating enough the retailers look into more innovative methods to attract customers. The trend in marketing toward building relationships with customers continues to grow, and marketers have become increasingly interested in retaining customers over the long run. It is with this platform that all retailers are vying for a share in the pie with new promotional offers every day. A question of continuing interest to marketing researchers and practitioners is how marketing mix variables affect consumers purchase decisions and thus the sales. With increasing competition, increased customer preferences and better communications, promotional effects seem predominant in determining the success of a brand. Expanding the loyalty concept to include preference for a shopping mall Melody L. Adkins Lehew; Brigitte Burgess; Scarlett Wesley This paper is an initial investigation into the feasibility of customer loyalty towards an enclosed mall. Recently, several mall development companies have established frequent shopper programmes to enhance loyalty to their particular mall properties. The purpose of the research is to determine if a loyal mall group exists; and if so, investigate their assessment of mall characteristics to provide a better understanding of those attributes influencing a loyal response. Results support the presence of loyal mall customers, and several mall attributes influenced such loyalty.

Relationship outcomes of perceived ethical sales behavior: the customer's perspective Sergio Romn and Salvador Ruiz

This research analyzes the role of ethical salesperson behavior as perceived by the customer in developing a better quality relationship between the salesperson and the customer. The results show that perceived ethical sales behavior plays a major role in affecting the quality of the buyerseller relationship as it has a positive effect on customer satisfaction, trust and

commitment to the salesperson. In addition, satisfaction with and trust in the salesperson positively influence customer commitment to the salesperson. Finally, perceived ethical sales behavior has a stronger effect on customer satisfaction with the salesperson when the customer's attitude toward the industry in which the salesperson works is more negative than when it is more positive. Implications and future research issues are discussed.

Experience-based aspects of shopping attitudes: The roles of norms and loyalty Tracy Meyer, University of North Carolina Wilmington, Cameron School of Business, Wilmington, NC 28403-5969, USA The act of shopping does at times involve some negativity despite the best efforts of retailers. These hassling aspects of shopping (such as long check out lines or a product out of stock) are not critical but they can influence attitudes toward returning to the store. The theory of norms states that normative expectations guide cognitive reactions to experiences [Kahneman, D., Miller, D.T., 1986. Norm theory: comparing reality to its alternatives. Psychological Review 93, 136153]. A zone of indifference (ZI) scale as originally conceptualized by Woodruff et al. [1983. Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research 20, 296304] is developed to capture individual differences in perceptions of typical discount store performance. Variations in the ZI are found to differentially affect participants responses only when loyalty to the store is low.

3.2 Research review

Understanding Consumer's Attitude towards Retail Store In Stock out Situations

Leela Rani, (Birla Institute of Technology and Science, BITS-Pilani, Rajasthan, India), Sanal Kumar Velayudhan, (Administrative Staff College of India, Hyderabad, Andhra Pradesh, India) Emerald Group Publishing Limited Purpose This study aims to examine empirically how consumers' attitude towards retail stores gets affected by situational, consumer, store and product characteristic variables when they face out-of-stock situations. Design/methodology/approach Survey method for data collection was used. Data were collected from a sample of 1,207 retail customers in India's unorganized retail sector across five product categories in Varanasi, India. Findings Results showed that six of the independent variables considered, namely, shopping attitude of respondent, store loyalty (SL), perceived store prices, store distance, shopping frequency, and brand loyalty (in order of importance of impact) significantly influenced consumers' attitude towards retail store in out-of-stock. Originality/value Since attitudes towards retail outlets are very important in determining future SL and subsequent profitability, understanding of consumer store attitudes in negative events like stockout is importantly for retailers. The paper provides crucial insights to retailers by identifying independent variables that must be considered while designing their operations.

The impact of attitude strength on customer-oriented priority setting by decisionmakers: An empirical investigation

Marcel van Birgelen, Ko de Ruyter and Martin Wetzels A key question in marketing decision-making pertains to what makes decision-makers focus on various types of information in different ways. Particularly in relation to a key marketing and management variable such as customer satisfaction this is an important issue. Costly derived customer satisfaction measures need to provide customer-oriented guidance regarding where to priorities. Traditional research on intelligence use has mainly focused on objective research attributes, such as research quality. In this article, however, we will adopt the idea that decision-makers weigh information differently based on their perception of its relevance. With respect to crucial customer satisfaction information this represents an exciting, but nevertheless unexplored field of research. The results of latent variable modeling show that the strength of decision-makers attitudes toward customer satisfaction leads to a differentiated usage of satisfaction intelligence. By taking this into consideration, management and intelligence providers will be able to more effectively disseminate customer satisfaction information and facilitate a more customer-oriented perspective within firms.

Male grocery shoppers' attitudes and demographics. International Journal of Retail & Distribution Management | September 01, 1993 | Piper, William S.; Capella, Louis M. The search for new target markets in the increasingly diverse grocery market has activated a perspicacious consideration of the male grocery shopper (MGS) as a viable and attainable candidate. Grocery shopping has traditionally been viewed as an activity primarily dominated and performed by the "housewife". Marketers and grocery retailers have been slow to target men as most purchases by males have been limited to larger ticket items (i.e. homes, cars and insurance) and men have been slow in taking over the grocery shopping task. Changes in who is performing the household grocery shopping task have been occurring over the past several decades. A study by Lieberman for Campbell Soup and People Weekly Magazine has brought the MGS into a better perspective. The Lieberman study found that 77 per cent of all men in the United States qualified as major food purchasers. A separate study of grocery shopper

demographics in Canada found that approximately 32 per cent of Canadian males are involved in major grocery shopping either alone or with their spouse. This same study by Marney also found that 80 per cent of all Canadian males report grocery shopping with 25 per cent of the respondents indicating they are the primary food shoppers for their households.

DATA ANALYSIS AND INTERPRETATION

TABLE NO 4.1.1 CLASSIFICATION BASED ON GENDER

Gender MALE FEMALE TOTAL

No of customer 81 29 110

Percentage 74 26 100

CHART NO 4.1.1

CLASSIFICATION BASED ON GENDER

INFERENCE:

From the above table we can infer that the majority of the customer i.e. 74 % are male remaining 26% are female.

TABLE NO 4.1.2 CLASSIFICATION BASED ON AGE

Age Below 20 Between 20-40 Between 40-60 Total

No of customer 7 79 24 110

Percentage 6 72 22 100

CHART NO 4.2

CLASSIFICATION BASED ON AGE

INFERENCE: From the above table we can infer that the majority of the customers i.e. 72 % of customer are between 20-40 years, 22 % of customer are between 40-60 years and 6 % are below 20 years.

TABLE NO 4.1.3 CLASSIFICATION BASED ON OCCUPATION Occupation Student Government employee Professional Private House wife Total No of customer 18 7 22 51 12 110 Percentage 16 6 20 46 11 100

CHART NO 4.3

CLASSIFICATION BASED ON OCCUPATION

INFERENCE:

From the above table we can infer that the majority of the customers i.e. 46 % of customer are professional, 20 % are professional, 16 % are student, 11 % are housewife and only 6 % are government employee. TABLE NO 4.1.4 CLASSIFICATION BASED ON INCOME LEVEL Income level Below 15000 15000-30000 30000-60000 above 60000 TOTAL No of customer 28 40 36 6 110 Percentage 25 37 33 5 100

CHART NO 4.4

CLASSIFICATION BASED ON INCOME LEVEL

INFERENCE: From the above table we can infer that the majority of the customer i.e. 37 % of customers income are between 15000-30000, 33 % of customers income are between 30000-60000 ,25

% of customers income are between below 15000 and only 5 % of customers income are above 60000.

TABLE NO 4.1.5 CONVENIENCE IN REACHING THE STORE Response Yes No Total No of customer 103 7 110 Percentage 94 6 100

CHART NO 4.5

CONVENIENCE IN REACHING THE STORE

INFERENCE:

From the above table we can infer that the majority of the customers i.e. 94 % are convenient in reaching the store customer visits, only 6 % customer are not convenient in reaching the store.

TABLE NO 4.1.6 KILOMETER THEY TRAVEL TO REACH THE STORE

Response Less than 1 km 2 - 5 km More than 5 Total

No of customer 7 40 63 110

Percentage 6 36 58 100

CHART NO 4.6

KILOMETER THEY TRAVEL TO REACH THE STORE

INFERENCE: From the above table we can infer that the majority of the customer i.e. 58 % travel more than 5 kilometers, 36 % of customer travel 2-5 kilometer, and only 6 % travel less than 6 kilometer.

TABLE NO 4.1.7 FREQUENCY OF VISITING BIG BAZAAR Response Only one time 2 - 3 times More than 3 times Total No of customer 61 44 5 100 Percentage 56 40 4 100

CHART NO 4.7

FREQUENCY OF VISITING BIG BAZAAR

INFERENCES: From the above chart we can infer that 56% of people visit big bazaar only once in a month. About 40% of people visit big bazaar 2 to 3 times. 4% of people buy more than 3 times in a month.

TABLE NO 4.1.8 AWARENESS ABOUT THIS STORE Response News paper Friends Notices Radio Total No of customer 47 38 19 6 110 Percentage 43 35 17 5 100

CHART NO 4.8

AWARENESS ABOUT THIS STORE

INFERENCE: From the above table we can infer that the majority of the customer i.e. 43 % of customer came to know about big bazaar through news paper, remaining 35 % of customer through friends and remaining 17 % of customer through notices and only 5 % through radio.

TABLE NO 4.1.9 CUSTOMER ATTITUDE ABOUT THE VARIETY OF PRODUCTS: Variety of products Strongly inadequate Inadequate Neutral Adequate Strongly adequate Total No of customer 0 1 7 66 36 110 Percentage 0 1 6 61 33 100

CHART NO 4.9

CUSTOMER ATTITUDE ABOUT THE VARIETY OF PRODUCTS

INFERENCES: From the above chart we can able to derive that 61% of people are satisfied from the product available, then 33% of people agree that there are more no of products and then 6% people think that the products are ok, and finally only 1% think that more product are needed including some branded items should be kept.

TABLE NO 4.1.10

CUSTOMER ATTITUDE ABOUT QUALITY OF PRODUCTS: Quality of products Very low Low Neutral High Very high Total No of customer 0 3 22 71 16 112 Percentage 0 2 20 64 14 100

CHART NO 4.10

CUSTOMER ATTITUDE ABOUT QUALITY OF PRODUCTS

INFERENCES: From the above chart we can able to derive that 64% people agree that they are high in quality, then 14% of people agree that the product quality are very high, remaining 20% people accepting the quality.

TABLE NO 4.1.11

CUSTOMER ATTITUDE ABOUT PRICE OF PRODUCTS: Price of products Very low Low Neutral High Very high Total No of customer 0 5 49 51 5 110 Percentage 0 4 45 47 4 100

CHART NO 4.11

CUSTOMER ATTITUDE ABOUT PRICE OF PRODUCTS

INFERENCES: From the above chart we can able to derive that 45% of people agree that the Price are in accepting range, then 47% people saying that the price are less, and 4% people saying that price are very low and finally 4% people saying that the price are high.

TABLE NO 4.1.12 CUSTOMER ATTITUDE ABOUT LAYOUT OF THE STORE: Layout of the store Poor Bad Neutral Good Excellent Total No of customer 0 0 7 42 61 110 Percentage 0 0 6 38 56 100

CHART NO 4.12

CUSTOMER ATTITUDE ABOUT LAYOUT OF THE STORE

INFERENCES: From the above chart we can able to derive that 56% of people agree that the layout of the store is excellent, then 38% people accepting that the layout is good, then finally only 6% in the neutral zone. TABLE NO 4.1.13

CUSTOMER ATTITUDE ABOUT CUSTOMER SERVICES: Customer services Poor Bad Neutral Good Excellent Total No of customer 0 0 14 81 15 110 Percentage 0 0 13 73 14 100

CHART NO 4.13

CUSTOMER ATTITUDE ABOUT CUSTOMER SERVICES

INFERENCES: From the above chart we can able to derive that 73% people accepting that the customer services is good, then, then 14% of people agree that the customer services is excellent finally only 13% in the neutral zone. TABLE NO 4.1.14 CUSTOMER OVERALL SATISFACTION:

Satisfaction Poor Bad Neutral Good Excellent Total

No of customer 0 0 7 81 22 110

Percentage 0 0 6 74 20 100

CHART NO 4.14

CUSTOMER OVERALL SATISFACTION:

INFERENCES: From the above chart we can able to derive that 74% people accepting that the overall satisfaction is good, then 20% of people agree that the overall satisfaction is excellent, then finally only 6% in the neutral zone.

TABLE NO 4.1.15

BASED ON WILLINGNESS TO BUY FROM US AGAIN Loyalty Not at all Some times Neutral Frequently Very frequently Total No of customer 0 0 5 77 28 110 Percentage 0 0 4 70 26 100

CHART NO 4.15

BASED ON WILLINGNESS TO BUY FROM US AGAIN

INFERENCE: From the above table we can infer that the majority of the customer i.e. 70 % of customer frequently purchase from big bazaar, remaining 27 % will purchase from big bazaar very frequently and remaining 4% in the neutral zone.

TABLE NO 4.1.16 WILL YOU RECOMMEND BIG BAZAAR TO OTHERS Recommendation Strongly disagree Disagree Neutral Agree Strongly agree Total No of customer 0 0 13 72 25 110 Percentage 0 0 12 65 23 100

CHART NO 4.16

WILL YOU RECOMMEND BIG BAZAAR TO OTHERS

INFERENCE: From the above table we can infer that the majority of the customers i.e. 65 % of customer agree to recommend big bazaar to others, remaining 23 % strongly agree to recommend big bazaar to others and remaining 12 % in the neutral zone.

ANALYSIS PART -2 CORRELATION ANALYSIS: TABLE NO 4.2.1

The correlation between quality of products and satisfaction of the customer QUALITY QUALITY Pearson Correlation Sig. (2-tailed) N SATISFACTION Pearson Correlation Sig. (2-tailed) N 109 .402** .000 109 109 1 SATISFACTION .402** .000 109 1

Inference: Correlation describes about the performance or whether the variables are related or not. The result may be from +1 to -1. From the result above we can conclude that the variables quality and satisfaction of customer are generally in positive value. So they are positively correlated.

TABLE NO 4.2.2 The correlation between quality of products and satisfaction of the customer

PRODUCT PRODUCT Pearson Correlation Sig. (2-tailed) N SATISFACTION Pearson Correlation Sig. (2-tailed) N 110 .226* .018 109 1

SATISFACTION .226* .018 109 1

109

Inference: Correlation describes about the performance or whether the variables are related or not. The result may be from +1 to -1. From the result above we can conclude that the variables variety of products and satisfaction of customer are generally in positive value. So they are positively correlated.

TABLE NO 4.2.3 The correlation between layout of the store and satisfaction of the customer

LAYOUT LAYOUT Pearson Correlation Sig. (2-tailed) N SATISFACTION Pearson Correlation Sig. (2-tailed) N 110 .207* .030 109 1

SATISFACTION .207* .030 109 1

109

Inference: Correlation describes about the performance or whether the variables are related or not. The result may be from +1 to -1. From the result above we can conclude that the variables layout of the store and satisfaction of customer are generally in positive value. So they are positively correlated.

TABLE NO 4.2.4 The correlation between customer service and satisfaction of the customer

SERVICES SERVICES Pearson Correlation Sig. (2-tailed) N SATISFACTION Pearson Correlation Sig. (2-tailed) N 110 .182 .058 109 1

SATISFACTION .182 .058 109 1

109

Inference: Correlation describes about the performance or whether the variables are related or not. The result may be from +1 to -1. From the result above we can conclude that the variables customer services and satisfaction of customer are generally in positive value. So they are positively correlated.

TABLE NO 4.2.5 The correlation between price of the products and satisfaction of the customer

PRICE PRICE Pearson Correlation Sig. (2-tailed) N SATISFACTION Pearson Correlation Sig. (2-tailed) N 110 .133 .168 109 1

SATISFACTION .133 .168 109 1

109

Inference: Correlation describes about the performance or whether the variables are related or not. The result may be from +1 to -1. From the result above we can conclude that the variables price of the products and satisfaction of customer are generally in positive value. So they are positively correlated.

ANALYSIS PART-3 REGRESION ANALYSIS: Table 4.3.1 Analysis between satisfaction and variables such as Quality, Price

Standardized Model Unstandardized Coefficients B (Constant) QUALITY PRICE 2.388 .330 .079 Std. Error .369 .075 .071 .394 .099 Coefficients Beta

Inference: From the above regression beta value we can conclude that quality plays a very important role to satisfaction compare to price for the satisfaction. Comparing both standardized and Unstandardized Coefficients we can conclude that quality is very important compare to price for satisfy the customers.

Table 4.3.2 Analysis between satisfaction and variables such as variety of products, layout of the store

Standardized Unstandardized Coefficients Model (Constant) PRODUCT LAYOUT B 2.524 .175 .154 Std. Error .463 .081 .081 .201 .180 Coefficients Beta

Inference: From the above regression beta value we can conclude that layout of the store plays a very important role to satisfaction compare to variety of products for the satisfaction. Comparing both Standardized and Unstandardized Coefficients we can conclude that layout of the store is very important compare to variety of products for satisfy the customers.

Table 4.3.3

Analysis between satisfaction and variables such as Quality, Price, variety of products, layout of the store.

Standardized Model Unstandardized Coefficients B (Constant) QUALITY PRICE PRODUCT LAYOUT 1.810 .298 .048 .062 .124 Std. Error .487 .078 .075 .085 .077 .355 .060 .071 .144 Coefficients Beta

Inference: From the above regression beta value we can conclude that quality plays a very important role to satisfaction compare to price, layout of the store, variety of products for the satisfaction. Comparing both Standardized and Unstandardized Coefficients we can conclude that quality is very important compare to price, layout of the store, variety of products for satisfy the customers.

Table 4.3.4

Analysis between satisfaction and variables such as Quality, Price, variety of products, layout of the store, customer service.

Standardized Model Unstandardized Coefficients B (Constant) QUALITY PRICE PRODUCT LAYOUT SERVICES 1.702 .291 .045 .052 .123 .049 Std. Error .527 .080 .075 .087 .077 .090 .346 .055 .060 .143 .052 Coefficients Beta

Inference: From the above regression beta value we can conclude that quality plays a very important role to satisfaction compare to price, layout of the store, variety of products, services for the satisfaction. Comparing both Standardized and Unstandardized Coefficients we can conclude that quality is very important compare to price, layout of the store, variety of products, services for satisfy the customers.

CHAPTER 5 RESULTS, DISCUSSIONS AND CONCLUSION 5.1 FINDINGS: The majority of the customer i.e. 74 % are male remaining 26% are female. 72 % of customer are between 20-40 years, 22 % of customer are between 40-60 years and 6 % are below 20 years. 46 % of customer are professional, 20 % are professional, 16 % are student, 11 % are housewife and only 6 % are government employee.

37 % of customers income are between 15000-30000, 33 % of customers income are between 30000-60000 ,25 % of customers income are between below 15000 and only 5 % of customers income are above 60000.

94 % are convenient in reaching the store customer visits, only 6 % customer are not convenient in reaching the store. 58 % of customer travel more than 5 kilometers, 36 % of customer travel 2-5 kilometer, and only 6 % travel less than 6 kilometer. 56% of people visit big bazaar only once in a month. About 40% of people visit big bazaar 2 to 3 times. 4% of people buy more than 3 times in a month. 43 % of customer came to know about big bazaar through news paper, remaining 35 % of customer through friends and remaining 17 % of customer through notices and only 5 % through radio.

61% of people are satisfied from the product available, then 33% of people agree that there are more no of products and then 6% people think that the products are ok, and finally only 1% think that more product are needed

64% people agree that products are high in quality, then 14% of people agree that the product quality are very high, remaining 20% people accepting the quality. 45% of people agree that the Price are in accepting range, then 47% people saying that the price are less, and 4% people saying that price are very low and finally 4% people saying that the price are high.

56% of people agree that the layout of the store is excellent, then 38% people accepting that the layout is good, then finally only 6% in the neutral zone. 73% people accepting that the customer services is good, then, then 14% of people agree that the customer services is excellent finally only 13% in the neutral zone. 74% people accepting that the overall satisfaction is good, then 20% of people agree that the overall satisfaction is excellent, then finally only 6% in the neutral zone. . 70 % of customer frequently purchase from big bazaar, remaining 27 % will purchase from big bazaar very frequently and remaining 4% in the neutral zone. . 65 % of customer agree to recommend big bazaar to others, remaining 23 % strongly agree to recommend big bazaar to others and remaining 12 % in the neutral zone. From the correlation analysis we can conclude that Quality and satisfaction of customer are generally in positive value

 Variety of products and satisfaction of customer are generally in positive value Layout of the store and satisfaction of customer are generally in positive value Customer services and satisfaction of customer are generally in positive value Price of the products and satisfaction of customer are generally in positive value From the regression beta value shows that quality plays a very important role to satisfaction compare to price, layout of the store, variety of products, services for the satisfaction

5.2 SUGGESTIONS & RECOMMENDATIONS

Mostly high class people come to big bazaar and therefore try to attract high income

people.
Most of the people come for discounts & offers, therefore increase the number of

discount offers.
People have a good perception on Price, Quality, Variety & Availability of products.

Lets increase the brand items in the company.

 The customer service was not up to the mark according to the survey.
Even though most of them gave a unsatisfied certificate for the Price ratings in Big

bazaar, some criticized it to be higher than other shops.

The home & kitchen appliances and Electronic goods were highly dominated by

saravana stores and other stores in t-nagar, which has already created a huge impact in the minds of people. Apparels and dress material could be promoted with even more discounts and offers; thereby people would be attracted. Even though other sections have lots of competitions against Big bazaar, the Groceries & Beverages section have no competitions for Big bazaar, Therefore a landmark on this section can be approved easily if tried something new and which could be easily accessed by the people.
People feel that Big bazaar in express avenue is easily accessible and it is near to the

residential areas. Since Big bazaar have a good brand image, its accessory brand products can be easily promoted if they are advertised vigorously.
People are very specific on the branded items in Apparels and Electronics section, so

there is need to put forward a particular brand for the customers. The customers attributes towards big bazaar is mostly modern and stylish. Therefore future would be in the hands of the present marketers and the strategies adopted by them in a futuristic manner.

CONCLUSIONS:

Variety: Big Bazaar offers a wide variety of products of different prices and different qualities satisfying most of its customers. Quality: Providing quality at low prices and having different types of products for different income customers is another advantage. As Big bazaar aims more toward the middle income group, the quality of goods is not of the highest quality, and this is sometimes a disadvantage as some would prefer better quality to the price, making customers to search for different places.

Price: As noted the prices and offers in Big Bazaar have been one of the reason for the dissatisfaction. The price ranges and the products offered are to be low to satisfy the customers.

Location: The location of Big Bazaar has been mainly in the heart of the city or in the out skirts giving a chance to both the City and the people living outside the city to shop.

Middle class appeal: Considering the fact that there are a lot middle class families in India, Big bazaar has had a huge impact on the middle class section of India, the prices, quality and sales strategy has helped in getting the middle income groups getting attracted towards Big Bazaar.

Attractive sales: Big bazaar has been known for its great sale and great offers. Big bazaar has had long lines of people waiting to get into the store for the sale. Therefore, the sales that Big Bazaar has had has increased sales in a huge way due to the sales and offers, thus this has been one of the main advantages of Big Bazaar.

Store layout: The store layout and the assortment of goods is best at Big Bazaar, as the quantity of goods sold is more the arrangement and assortment of goods in the store is the greatest.

Not acclaimed for very good service: Big Bazaar is not known for high class service. The staff recruited is not very well trained and the billing queues take a long time to move, this irritates customers which makes them visit the store more seldom

Consumer Satisfaction: Long queues and lower quality leads to dissatisfaction of customers. Due to factors mentioned above Big Bazaar shoppers are not always satisfied, this is not a positive for the store.

 Big Bazaar, a part of the Future Group, is a hypermarket offering a huge array

of goods of good quality for all at affordable prices. Big Bazaar with over 140 outlets in different parts of India is present in both the metro cities as well as in the small towns. The customer get all kind of products in the Big Bazaar, i.e. they are following good merchandising mix, but in some section like apparels they have to keep different brands in order to attract more customer. Big Bazaar can attract more customers by increasing the product variety, product assortment.
They can improve their customer satisfaction level, by providing better service

like home delivery etc. We conclude that Big Bazaar has attracting more number with their product variety and they also improve the satisfaction level of the customer. To improve the store environment and product verity, good merchandising mix inside the big bazaar, to attract the customer, its helps to increase the sales, to improve the good relationship between the employee and consumer, to provide the good service to the customer and in the apparels section to increase the branded goods its also increase the sales.

ABSTRACT
Indian retail sector is witnessing one of the most hectic Marketing activities of all

times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a first mover advantage in an upcoming sector. In India, that advantage goes to BIG BAZAAR. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its attitude of the customer towards the store. Customer attitude is an important issue, particularly those in retail store like big bazaar. However, it appears that achieving customer positive attitude is often the end goal, as evidenced by the emphasis on customer attitude surveys. The main assumption that positive attitude customers are satisfied, loyal customers and thus high levels of satisfaction will lead to increased sales. As a result of this assumption, customer attitude surveys are often used as a proxy for satisfaction, loyalty and other outcomes. A sample of 150 samples was surveyed on their attitude and satisfaction of customers.

The Research titled A Study on shoppers attitude towards big bazaar in Express Avenue help us to understand what the customers attitude about the variety of products, quality, price, customer service, retail layout design during the purchase process in Big Bazaar. The study helps to analyze whether the factors is at best or need improvements thereby makes the customer to easily make the purchase. The study also helps the Top management to effectively retain the customers by providing a best one which is convenient for the customers. The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of BIG BAZAAR, with the sample size of 110 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data.