I have done a market field survey on big bazaar.

I have surveyed around 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.

Customer s monthly income

Below 10000 10000-20000 20000-50000 More than 50000

5% 50% 20% 25%

INCOME GROUP

5% 25%

Below 10000 10000-20000 20000-50000

50%

20%

More than 50000

Analysis: 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 Rs10000 20000 per month. Least number of customers visiting Big bazaar are the higher income level people (> Rs.50000 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.

Customers visit Big Bazaar

Weekly Monthly Quarterly On unplanned basis 29% 34% 23% 14%

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.

Apart from Big Bazaar visit retail outlet

Yes No 64% 36%

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.

Purpose behind visiting big bazaar

Shopping Outing Both 60% 10% 30%

PURPOSE

30% Shopping Outing 60% 10% Both

Analysis:

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.

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

Demand for other retail outlets in a mall

Garment Outlet Footwear Outlet Food Court Entertainment Gift Corner Others 65% 20% 30% 20% 10% 10%

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

Series1

Garment Outlet

Footwear Outlet

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 other store in a mall other than big bazaar.

Entertainment

Food Court

Gift Corner

Others

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 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 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 others in it in order to attract the brand choosy customers.

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.

10

Expenditure pattern of customers coming in to big bazaar

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

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 10002000 and only 11% of customers are there who spends less than Rs1000 in their visit to big bazaar.

11

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 1000 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.

12

Time spent by customers in shopping in big bazaar

Less than one hour 1-2 hour 2-3 hour 3-4 hour More than 4 hours

10% 15% 35% 22% 18%

35% 30% 25% 20% 15% 10% 5% 0% Less than one hour 1-2 hour 2-3 hours 3-4 hours More than 4 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.

13

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.

14

Comparison of footfalls in weekdays and weekends

Weeks days Weekends 40% 60%

FOOTFALLS

40% Weeks days Weekends 60%

Analysis: 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.

Interpretation: I can clearly interpret from this that most of the people tend to
visit big bazaar in weekends rather than that of week days. 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 10%. As people come more in weekends, so big bazaar should keep it open for more time in week ends. The infrastructure can be changed a bit in week ends so that customers can see more products clearly and can move around comfortably. In order to bring in more number of customers in week days big bazaar

15

should provide some schemes in week days which will encourage people to come in to it in week days also. Hence the crowd is more in weekends and big bazaar should avail more parking spaces for its customers in weekends. It can make some temporary arrangement for parking every weekend. It should not spend much money in advertising and displaying of products in weekdays rather it should advertise and display products more in weekends as more number of people comes in weekends.

16

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.

17

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.

18

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

Yes No Sometimes

50% 40% 10%

10%

yes 50% 40% no Sometimes

Analysis:

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.

19

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.

20

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 21

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.

22

Comparison of brand preference on different product category

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:

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 23

C lo th Le s at he E rI le te ct m ro ni c Ite m s G ro ce ry G if t Ite A ny m s O th er Ite m

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

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

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.

24

Mode of payment of customers in big bazaar

Cash Payment Credit Card Debit Card

55% 19% 26%

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.

25

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.

26

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

Price Service Ambience Product Variety Product Quality Convenience

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

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

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

27

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.

28

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.

29

Customers preference towards Kirana store in addition to Big Bazaar

Yes No

65% 35%

35%

yes 65% no

Analysis: 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.

30

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.

31

Analysis
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 32

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.

33