Data was collected using two approaches:1.Observational researchObservations were made in the Big Bazaar store regarding the customergroups present there, retail formats adopted by the store, various verticalsinside the store for each category of product, ambience, services provided tobuyers and discount techniques2.Survey researchQuestionnaire was prepared for the customers at Big Bazaar which includedseveral open-ended and close-ended questions aimed at knowing thefollowing:
Why Big Bazaar
Effect of 4Ps of marketingShort questionnaire was prepared for Kirana store owners to obtain some factslike revenue, area of shop and their response to marketing mix.
FOR THE GREAT INDIAN MIDDLE CLASS
It is a unit of Pantaloon Retail (India) Ltd and caters to the Great Indian MiddleClass. It was started as a hypermarket format in Mumbai with approx. 50,000 sqft ofspace. Its values and missions are to be the best in Value Retailing by providing thecheapest prices and hence goes the tag-line“Is se sasta aur achcha kahin nahin”It sells variety of merchandise at affordable rates, the prices of which it claims arelowest in the city but the level of services offered is also very low. Usually the itemsare clubbed together for offers as on the lines of Wal-mart and Carrefour and it alsooffers weekend discounts. It currently operates out of 64 stores and top 15 storesregister a cumulative footfall of 27
lakh a month on an average.The following graph shows the retail life cycle and we can say that Big Bazaar iscurrently at the
Indian Institute of Foreign Trade, Kolkata