Professional Documents
Culture Documents
ON
BY
(January-May - 2010)
1
B-27, KNOWLEDGE PARK – III, GREATER
NOIDA (U.P)
ACKNOWLEDGEMENT
I take this as an opportunity to thank with bottom of my hear all those without whom
the journey of doing my project would not have been as pleasant as it has been to
me. Working on my project was a constant learning experience with all sweat and
tear which was its due but not without being richly stimulating experience of life
time.
I am very thankful to Principal, Prof. (Dr.) R.N. Sharma & H.O.D., MBA, Dept.
Prof. S.K. Bishayee for giving me their valuable advice and guidance towards
For any project to be a success, it is very important to get the right guidance and
I want to express my deep gratitude to our institution D.C.E., Gr. Noida , for giving
Finally I would like to convey my heartiest thanks to all my well wishers for their
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Roll. No. 0823070040
DECLARATION
Roll No.0823070040
MBA-IV Sem.
3
CERTIFICATE
Pradesh Technical University, Lucknow, has been carried out by Shiv Kumar
guidance. The Report embodies result of original work and studies carried out by the
student himself and the contents of the Report do not form the basis for award of any
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Associate Professor
Date Dept. MBA
Dronacharya college of Engineering
CERTIFICATE
This is to certify that Shiv Kumar Tiwari, MBA-IV Semester, University Roll No.
0823070405, has carried out the Project Work presented in this Report entitled “A
Bazaar in NCR”. The results embodied in the Report are original and not
submitted to any other University / Institute for the award of any Degree / Diploma.
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CONTENTS
CHAPTER-I 1-8
,,
i) Introduction 2
CHAPTER-II 9-33
CHAPTER-III 34-75
6
CHAPTER-IV 76-82
CHAPTER-V 83-90
ANNEXURE(S)
Questionnaire
Bibliography
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12. Brand preference of customers in big bazaar 57
CHAPTER - I
8
i) Introduction
Introduction
As customer’s tastes and preferences are changing, the market scenario is also
changing from time to time. Today’s market scenario is very different from that of
the market scenario before 1990. There have been many factors responsible for the
changing market scenario. It is the changing tastes and preference of customer which
has bought in a change in the market. Income level of the people has changed; life
styles and social class of people have completely changed now than that of olden
days. There has been a shift in the market demand in today’s world. Technology is
one of the major factors which is responsible for this paradigm shift in the mark. New
generation people are no more dependent on haat market and far off departmental
stores. Today we can see a new era in market with the opening up of many
departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and
9
specialty stores. In today’s world shopping is not any more tiresome work rather it’s a
bazaar. Big bazaar is a new type of market which came into existence in India since
1994. It is a type of market where various kinds of products are available under one
bazaar and the satisfaction level of customers in big bazaar. My study will find out
the current status of big bazaar and determine where it stands in the current market.
This market field survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customer’s future needs , wants &
demands.
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OBJECTIVES OF THE STUDY
1. To find out the buying behavior of the customers coming in to Big Bazaar in
NCR.
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Scope of Study
The scope of this research is to identify the buying behavior of customers of Big
Bazaar in NCR area. This research is based on primary data and secondary data. Due
to time constraint only limited number of persons contacted. This study only focuses
on urban buying behavior of customers because the research conducted in NCR area.
The study does not say anything about rural buying behavior of customer because
rural norms/status/attitude & acceptance of the rural customers differs with urban
customers. The scope of research is limited for NCR area. It provides help to further
the research for organized retail sector in NCR area. It aim to understand the skill of
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Importance of Study
The study shows customers buying pattern with Big Bazaar in NCR area. Its provide
guideline for further research in NCR area for organized retail. Research says about
customer buying behavior towards Big Bazaar in NCR area. The study rate of
customer satisfaction level with Big Bazaar for NCR area. The research is also
important to identify Market size, growth and Market Potential of Big Bazaar in
NCR area. The research shows future Scenario of Big Bazaar in current perspective.
The study shows Opportunities and challenges for Big Bazaar respect of internal &
external environment. Research say about main competitors in the field of organized
retail sectors. The study provide guideline to further extension of Big Bazaar in NCR
area .The study provide help to know the customers satisfaction with Big Bazaar
stores.
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Research Methodology
Technology, customers tastes and preferences play a vital role in today’s generation.
Area of study:
Research Design -
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Exploratory Research.
Sampling Design:
Sample Size:
350 Customers
Data Collection : -
Specific questionnaire is prepared for collecting data. Data is collected with mere
interaction and formal discussion with different respondents. Some other relevant
Tools of Analysis : -
Big Bazaar.
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CHAPTER-II
Theoretical Perspective
16
Theoretical Perspective
Retailing
The Indian consumer could well be crowned King with all economic indicators in the
right place. Queuing up for the coronation ceremony are a multitude of global
companies that are looking at India as the next consumer market powerhouse. And it
seems to be the retail sector that will give the desi consumer royal status.
In this study I will try to find out the present scenario of retail market in India. This
project will give focus on the global scene to retail industry and what will drive the
Retailing is the final step in the distribution of merchandise, the last link in supply
the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000
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From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to
Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above
will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore
by 2005
A study by McKinsey points out that India's market for consumer goods can reach a
w $450 billion by 2011 - making it one of the five largest in the world. Further,
KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has
base and a domestic market." The report, however, finds that the next leap in the
growth of the consumer market will be spearheaded by the changing dynamics of the
retail sector. "Companies expect that the next cycle of change in Indian consumer
markets will be the arrival of foreign players in consumer retailing. Although FDI
remains highly restricted in retailing, most companies believe that will not be for
long," says Deepankar Sanwalka, Executive Director and Head - Consumer Markets,
KPMG India.
FDI in retail has once again begun to appear imminent following Prime Minister
that he would be able to get the Left parties on board on the matter. KPMG is in fact
going ahead with its plans to conduct a series of five roadshows in the US and a few
markets, especially in retail. And the numbers do lend credence to the enthusiasm.
The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the
retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009.
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In fact, KPMG finds that the organised retail sector in India is expected to grow at a
higher rate than GDP growth in the next five years, driven by changing lifestyles,
strong income growth and favourable demographic patterns. According to EIU, India
currently has more than five million retails outlets, out of which 96 per cent are
smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is
developing rapidly with malls becoming increasingly common in large cities, and
Over the last five years, a number of large business groups such as Tata’s, RPG,
Raheja’s and Piramal’s has set up stores/malls and built businesses within retail.
Thesem include the Rs1.9bn Food World - a leading supermarket chain set up by
RPG; the Raheja’s Rs1.8bn Shopper’s Stop - a multi-brand departmental outlet and
the Crossroads Mall set up by the Piramal’s. While many of these initiatives were
initially driven by the need to use existing real estate, they are beginning to assume
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel
real estate, diversifying business to reduce reliance on the commodity nature of fuel
retail business and improve margins are the key factors that has lead fuel majors to
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Also, existing family owned businesses are expanding their businesses. The more
successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-
year old Chennai based chain selling consumer durables and Narula’s - the food chain
in North India.
Interestingly, manufacturers are also looking for forward integration and are building
chains around brands. Brands in apparel, footwear and durables have driven the
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Theme for a mall
Although the retail sector in India highly fragmented and consists predominantly of
More and more corporate houses, including large real estate companies, are now
entering the retail business directly or indirectly. One sign of the modernization of
Indian retailing is the rapid growth in the number of speciality malls and theme malls.
The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and
mega retailers like Crosswords, Shopper's Stop and Pantaloon have taken the lead in
organised retailing.
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Emergence of specialty retailing
Though organised retailing is still at a nascent stage - accounting for only around two
per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by
the end of this decade. Four product categories have led the organised retailing wave:
foods, apparel, lifestyle products, consumer durables and electronics. In recent times,
several theme malls such as Gold Souk (jewellery malls), Wedding Mall, Electronic
Mall, Auto Mall, etc catering to specific needs and occasions have been completed or
announced.
Many top developers are now toying with the idea of developing speciality malls.
Speciality malls are already a success in the West, whereas the concept is in its
infancy in India. One could venture so far as to say speciality and theme based
ORGAINSED RETAILING
Organised retailing got a leg up during 2004 with the opening of new format stores,
retail and the formation of a retailers' association. With consumer sentiment positive
during most of 2004, it led to substantial spending across a number of categories such
the beginning of this decade, organised retailing accounted for a mere $2.9 billion in
India. This is only 1.25 per cent of the estimated total retail market. This share has
22
already grown to 2 per cent.Growth projections for retail business vary widely. Some
studies estimate that by 2007, the share of organised retail in the retail pie will jump
Retail in India largest industry accounting for over 10% of the country GDP and
around 8% of the employment. Retail industry in India is at the cross road. It has
emerged as one of the most dynamic and fast paced industries with several player
entering the market. The future is promising the market is growing government
policies are becoming more favorable and emerging technology and facilitating
operations.
Some key facts retail in India largest industry accounting for over 10% of the country
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Indian consumption cosmos
During past decades private final consumption expenditure has been the key driver
The headquartered in Mumbai the company operates over 12 million square feet of
retail space as over one thousand stores across 71 cities in India and employees over
35,000 people.
The companies leading formats include Pantaloons a chain of fashion outlet, Big
bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends
he look, touch and feel of Indian Bazaars with aspects of modern retail like choice
FUTURE GROUP
Future group, led its founder & group CEO Mr. Kishore Biyani is one of India
leading business house with multiple business spanning across the consumption
space. While retail firm the core business activity of future group, group subsidiaries
entertainment. The first set of Big bazaar store open in 2001 in Kolkata, Hyderabad
and Bangalore.
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LAYOUT INDEX
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
SECTION DESCRIPTION)
9. WINTER WEAR
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22. LADIES COSMETICS
23. LUGGAGE
24. FOOTWEAR
25. SPORTS
DESCRIPTION
HELP DESK – As you can see from the layout, the Help Desk is located in a
place where everyone has their first sight that is in front of the entrance. This shows
that when a person enters in to big bazaar it can get all information about the stores of
big bazaar from the person sitting in the help desk. Help Desk uses paging service as
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KIDS SECTION – The kids section is located just at the left corner of the
entrance of big bazaar. In the kid’s section kid’s accessories like diapers, trolleys,
suckers, water bottles are available in one part. Kid’s jackets and baba suits are
available in another part. Kids casual wear (jeans and shorts) are placed in one part of
it and infant shirts & t-shirts are also placed in another part. In this section the pillars
are used for displaying information like size chart and section description. The
men trousers, suits and blazers, fabrics and ethnics are available respectively. Here
LADIES SECTION – Next to it is the ladies section that is in the extreme right
side. The ladies section is segregated in to seven parts. Ladies section starts from
ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories –
lingerie’s, ladies perfumeries, and ladies cosmetics respectively. Here the price of the
Promotional scheme – With an add on to the above products there are various
other products which are available with a promotional scheme. The various products
under this scheme includes girl t-shirts, infant winter wear etc.
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Non-Promotional scheme – There are various other products available without
any promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids
Sports Store – At the extreme corner there is a sports store where various kinds of
sport items are available.
Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of
food items, fruits and vegetables are available there. Sitting arrangements are well
made so that people can sit and take tea, coffee or snacks or any other food item and
can relax.
Cash Counter – The cash counter is located just near the exit
BOARD OF DIRECTORS
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Gopikishan Biyani, is a commerce graduate and has more than twenty years of
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Mr. Rakesh Biyani, Wholetime Director
Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute
Globus.
Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1,
1999.
India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited
D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National
Institute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the
textiles and garment industry and was instrumental in the setting up of NIFT centres
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in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in
Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi
Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also
serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and
Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM
from University of Miami. He also serves on the board of Mahindra Gesco, Unitech,
Major Milestones
➢ 1992 Initial public offer (IPO) was made in the month of May.
launched across the nation. The company starts the distribution of branded
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➢ 1995 John Miller –Formal shirt brand launched.
➢ 2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first
➢ 2004 Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first
➢ 2006 Future Capital Holdings, the company’s financial arm launches real
estate funds Kshitij and Horizon and private equity fund In division. Plans
forays into insurance and consumer credit. Multiple retail formats including
and futurebazaar.com are launched across the nation. Group enters into joint
➢ 2008- future group holding becomes the second group company to make a
Future Group
Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.
Future Group is present in 61 cities and 65 rural locations. The group’s flagship
company, Pantaloon Retail (India) Limited operates over 10,000,000 square feet
(930,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people.
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Some of its leading retail formats include Pantaloons, Big Bazaar, Central, Food
Bazaar, Home Town, eZone, Depot, Future Money and online retail format
www.futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India,
Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew
Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on
asset management and consumer credit. It manages assets worth over $1 billion that
are being invested in developing retail real estate and consumer-related brands and
hotels.
The group’s joint venture partners include Italian insurance major Generali, French
retailer ETAM group, US-based stationary products retailer Staples Inc and UK-
based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.
Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’
as a core value and its corporate credo is - Rewrite rules, Retain values.
The low-intensity entry of the diversified Mahindra Group into retail is unique
because it plans to focus on lifestyle products. The Mahindra group is the fourth large
Indian business group to enter the business of retail after Reliance Industries Ltd, the
Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing
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RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s
The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark,
and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.
LITERATURE REVIEW
BY SOUMEN CHATTERJEE
33
is ultimately that customer look for satisfaction based on the picture of perception
derived from various sources. If these perceptions of customer can be analyzed then
promotion would be easier for customer centric marketing. This has lead to the
HUAWEI
layer, technical management layer and business development layer are necessary. It is
more important to understand customer expectations and make efforts to exceed their
characteristics of service is intangible, hence the core value of services is not like a
physical product but the spiritual experience and perception of customers. The final
aim and ideal effect of service provisioning is to have customers perceive and enjoy
the service. Such perception is both at psychological and behavior levels, and it is the
contents of high quality life in the modern society. Customers are seeking for
product. Since perceptive enjoyment is a vital service objective, one of the key
34
ORGANIZATIONAL CHART
35
Big Bazaar: Is se sasta aur acha kahin nahin
36
Big bazaar is the company’s foray into the world of hypermarket discount stores, the
first of its kind in India. Price and the wide array of products are the USP’s in Big
Bazaar. Close to two lakh products are available under one roof at prices lower by 2
to 60 per cent over the corresponding market prices. The high quality of service, good
changing the face of the Indian retailing industry. A leading foreign broking house
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Food Bazaar – Wholesale prices
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and
also the comfort to See, Touch and Feel the products. The company has recently
launched an aggressive private label programme with its own brands of tea, salt,
spices, pulses, jams, ketchups etc. With unbeatable prices and vast variety (there are
42 varieties of rice on sale), Food Bazaar has proved to be a hit with customers all
Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable
success in many Indian cities and small towns. Big Bazaar provides quality items but
at an affordable price. It is a very innovative idea and this hypermarket has almost
more. The ambience and customer care adds on to the shopping experience.
38
Is Se Sasta Aur Accha Kahin Nahin !!
At Big Bazaar, you will get : A wide range of products at 6 – 60 % lower than the
39
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and
ranging from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore
& Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur.
It currently caters to over 1.2 million customers every day across 4 outlets in India
and is soon set to expand and double this figure across 8 outlets all over the country
by June 2003.
Food Bazaar offers the Indian consumer the best of Western and Indian values. The
western values of convenience, cleanliness and hygiene are offered through pre
packed commodities and the Indian values of "See- Touch- Feel" are offered through
the “Mandi” atmosphere created by displaying staples out in the open, all at very
economical and affordable prices without any compromise on quality. This satisfies
the Indian consumer and comforts her before making her final buying decision. At
Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana
kitna Aasaan”. This positioning platform of Food Bazaar is evident from the
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Food Bazaar represents the company’s entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to
provide the much important ‘touch & feel’ factor which Indian housewives are used
to in the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover
grocery, FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice
wheat etc, besides fruits and vegetables. All products are sold below MRP and
discounts range between 2% to 20%. Fruits and vegetables are sold at prices
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CHAPTER -III
i) Data collection
42
Data Collection
Data can be classified under two categories depending upon the sources utilized.
DATA COLLECTION
Data is collected by using various methods. For the purpose of fulfilling the objective
of study and for completing the Research project Report, both primary and secondary
data collected.
PRIMARY SOURCES:
Questionnaire
Keeping in view the objective of study a questionnaire (as given Annexure) was
selected there is Twenty in all. All questions are small in size and arranged logically.
Interview
Information was also obtained by conversation with Customers .they were
interviewed personally.
available on websites
43
The other related journals information and industry association’s sites have also been
viewed.
SAMPLING DESIGN
Delhi& NCR.
SAMPLE SIZE: 350 CONSUMERS contacted during this research work. The
Some respondents did not want to answer the questionnaire, so they left it
unanswered.
Where the respondents did not find the relevant answer in his choice provided, they
Tabulation
After all the questionnaires were collected back, the responses were tabulated.
44
ANALYSIS
I have done a market field survey on big bazaar. I have surveyed around 350
respondents of Delhi & NCR 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
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
45
Customer s monthly income
IN
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Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 350 respondents 50% of customers are of middle
46
income level that is between Rs10000 – 40000 per month. Least number of customers
visiting Big bazaar are the higher income level people (> Rs.60000 pm) that
constitute only 5%. The lower income level of people coming to big bazaar
constitutes of 20%. 25% of people belong to no income group which mostly consists
of students.
Interpretation: Big bazaar is the hub of shopping for middle level income
group people because of its reasonable price on its each product category. The higher
level income group people don’t prefer to do shopping in big bazaar as it doesn’t deal
with branded products. The higher level income group people are very status
conscious and their psychology is such type that they don’t 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 don’t 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 don’t have much interest to
47
Weekly
29%
Monthly
34%
Quarterly
23%
On unplanned basis
14%
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
48
Apart from Big Bazaar visit retail outlet
Yes 64%
No 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.
Shopping 60%
Outing 10%
Both 30%
49
PURPOSE
30%
Shopping
Outing
60% Both
10%
Analysis: Out of the 350 respondents 60% of respondents visit big bazaar for
shopping, 10% for outing and 30% visit big bazaar for both the purposes.
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 don’t have to purchase
anything. People enjoy doing shopping in big bazaar. This is very nice for it as often
customers.
50
Garment Outlet 65%
Footwear Outlet 20%
Food Court 30%
Entertainment 20%
Gift Corner 10%
Jewelers and Watches Store 10%
Analysis: The above graph shows that 65% of people visit garment outlet in a
mall other than that of big bazaar. 30% of people also prefer to visit food court in a
mall other than big bazaar. 20% of the people go to footwear outlet in a mall other
than big bazaar. 20% of people also go to mall for entertainment purpose. Some
people that are 10% each also visit gift corner store and jewellery & watches store in
51
Interpretation: From this analysis I come to know that most of the people
tend to visit garment outlets in a mall other than big bazaar as it has some exclusive
branded outlets. People also go for footwear stores as malls have branded footwear
stores in it. People go for watching movies to mall for entertainment. Yet a few
people visits gift corners and jewellery stores in a mall. This is of course a threat for
big bazaar that it is not able to attract customers from other retail outlets and retain
them with it. Big bazaar should definitely include more of branded products in its
product category in order to bring in the customers of mall to it and retain them with
it. It can include some of the exclusive branded outlets of cloths and jewellery in it in
52
Products mostly purchased by customers in big bazaar
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
Anyother Item
Gift Item
Electronic Item
FoodItem
Grocery
Clothes
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%
53
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
54
Expenditure pattern of customers coming in to big bazaar
EXPENDITUREPATTERN
11%
29%
Below500
16%
500-1000
1000-1500
1500-2000
More than 2000
22%
22%
Analysis: We can clearly see from this graph that majority of the customers spend
a lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to
big bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500
1000 and only 11% of customers are there who spends less than Rs500 in their visit
to big bazaar.
55
Interpretation: From this I interpret that most of the customers purchase goods
in bulk which leads them to spend a lot. Volume sales are high in big bazaar.
Customers tend to purchase more goods from big bazaar as it provides goods at a
discounted rate. Probably those persons who spend more in a visit to big bazaar are
purchasing on a monthly basis. Those customers who are spending very less money
that is below Rs 500 are mostly coming in just to move around big bazaar and spend
time. In the process they used to spend money on food items and also purchase some
products while roaming in it. Impulse buying behavior of customers comes in to play
to a large extent. More discounts shall be provided to people who does bulk purchase.
56
Time spent by customers in shopping in big bazaar
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 ½ hours in big bazaar.
22% respondents also said that they spend 1 ½ 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
Interpretation: As per the given data I interpret that customers are very product
choosy now a days and that’s 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.
57
58
Weeks days 40%
Weekends 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
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
59
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
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
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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%
Analysis: The above pie chart shows that most of the people prefer to visit big
bazaar in evening time than that of the day time. Only 25% of people tend to visit big
bazaar during day time while 75% of people tend to visit big bazaar during after noon
time.
Interpretation: From the above analysis I interpret that evening time is the
peak time for big bazaar and day time is the off peak time for big bazaar. There is
more number of people found in big bazaar during evening time than that of day
time. Probably more of products are being sold during evening time in big bazaar
than that of day time. Big bazaar shall provide some special offerings during day time
so that more people should come in during day time. It could offer some special kind
of product in daytime which will be not available during evening time. In this way it
61
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
Yes 50%
No 40%
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Ever 10%
customers come to big bazaar with a planned list of products. 40% of people come in
to big bazaar without any planned list of products to be purchased from big bazaar.
Interpretation: As per the data obtained from the customers of big bazaar I
interpret that most of the customers comes in to big bazaar with a planned list of
products. Few customers come to big bazaar without any planned list of products and
purchases products depending on their selection. These people basically come to the
mall and hence get in to big bazaar. Depending on the product category and brand
and quality of products they purchases goods. Some couples come to mall and go to
food bazaar to have food together and to have chit chat among them. The customer
who comes with a planned list of products purchases more products than that of the
customers who comes without any planned list of products. So big bazaar should
provide more variety and essential goods so that more number of people should come
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Brand preference of customers in big bazaar
Yes 10%
No 50%
Depends on category 40%
BRANDPREFERENCE
10% Yes
40%
No
50% Dependson
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 don’t prepare in list of brand in advance. 40% of people told that they
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Interpretation: From this I interpret that customers don’t 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 don’t decide for
brands on products as there are not much of known branded products available at big
bazaar. On product categories like grocery and clothes, big bazaar has many local
branded products. Customers purchase a lot of these as its cheap in price even though
its quality is not so good. As most of the customers belong to lower class and middle
class people, they purchase those local branded products as it gives them value for
money. Different products of the same category have different prices. Quality of
products varies with the price. This enables customization of products for various
types of customers. Customers search for brands mostly in apparel section. Some
customers also pre decides the brand on the local manufactured grocery and food
products of big bazaar. Big bazaar should include more of the branded products in its
each category so that customers have more options to choose among the brands. This
will bring in more number of people to big bazaar which will definitely increase the
sales.
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Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%
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45%
40%
35%
30%
25%
Series1
20%
15%
10%
5%
0%
em
m
s
ry
s
It e
m
It e
th
It
ce
I te
lo
er
er
ro
c
C
th
ni
ift
h
G
at
O
ro
G
Le
ct
ny
le
A
E
Analysis: This graph shows that cloths and grocery are the only two items on
which customers mostly prefer the brands that is 40% each. 33% brand preference is
on gift items and 25% is on electronic items. Brand preference on leather items is 2%
Interpretation: From this I interpret that some of the products brand are pre
decided in advance and for some of the products customers don’t at all pre decide any
brand. As per electronic goods are concerned customers pre decide the brand as many
branded electronic products are available in big bazaar. The customers pre decides
brands on cloths and grocery most as big bazaar produces much of local brands and
also have some well known branded products of clothes with it like flying machine
jeans.
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Mode of payment of customers in big bazaar
68
Analysis: As per my study is concerned, out of the total respondents 55% of
of payment and 26% of the people makes payment in big bazaar through their debit
card.
Interpretation: As per the obtained data I interpret that more number of people
makes cash payment in big bazaar. A fraction of people uses their credit card for
payment in big bazaar and a very few people uses their debit card for payment. I can
interpret that quick exchange of money for goods is done in big bazaar as most of the
people mode of payment is cash payment. Hence sometimes big bazaar has to wait
for a short time period as some of the customers make their payment through credit
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Price 60%
Service 40%
Ambience 50%
Product Variety 65%
Product Quality 20%
Convenience 35%
bazaar
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
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respondent said they are mostly encouraged to come to big bazaar as it has variety
options. Even most of the customers said that they get goods there in a discounted
price and so they come in to it. Many customers also said that they feel good about
the service and ambience provided by big bazaar. Around 35% of customers also said
that convenience is also another factor which leads them to come to big bazaar.
Product quality is rated at very low that is only 20% which encourages the customers
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
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
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Services of the sales personnel in Big Bazaar
Very good 17%
Good 29%
Ok 36%
Poor 13%
Very poor 5%
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 personnel’s in Big
Bazaar.
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Any Other 15%
Analysis: Around 40% of the total respondent of comes in to big bazaar with
their own two wheelers. The second majority of people consist of people riding four
wheeler and coming in to big bazaar. Only 15% of people of the total respondent
visits big bazaar on hired vehicles. 10% customers of the total respondent comes in
Interpretation: From the above data I interpret that there are more number of
four wheelers coming found in big bazaar than that of two wheelers. People prefer
more to go to big bazaar in four wheelers than that of two wheelers. A few people are
found who comes in to big bazaar with a hire vehicle. Probably they might be the
tourists.
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Less than adequate 45%
Adequate 45%
More than adequate 10%
A
VAILABIL
ITYO
FPARKINGSPACE
1
0%
L
essthan
a
dequa
te
4
5% Ad
equ
ate
Moretha
n
4
5%
a
de qu
ate
74
Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate
space is provided for parking big bazaar. Only 10% of people say that more than
Yes 65%
No 35%
Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence it’s a
threat for big bazaar as it may loose its customers because of less parking space
availability. Even though many customers say adequate space is available for parking
in big bazaar but also it is a threat for big bazaar as it is seen more number of people
are expected to come in to big bazaar. In holidays probably it will be very difficult for
Analysis: Out of my total respondent of 350 customers, 65% of them says they go
to their nearby kirana store and 35% said that they don’t at all go to any kirana store.
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This shows that majority of people go to kirana store even though they visit big
bazaar. But some customers are there who never goes to any kirana store.
Interpretation: As per the given data I analyze that most number of people
tend to purchase goods from nearby kirana store even if they come to big bazaar. I
can conclude from this that a kirana store is a competitor of big bazaar. Some
customers never go for shopping in kirana store as of it does not have much variety
option available with it. Probably they are more interested in having a shopping
experience rather than to just go and purchase goods from kirana store.
76
Comparison of Big bazaar with any Kirana store
Convenienc Shopping
77
120
100 100 95
90
80 75
70 Big bazaar
60 60
50 Kirana store
40 40
30 25
20
10 5
e
0 0
nc
er e
e
xp nc
e
ie
y
ty
e
nc
ic
lit
ric
e
ie
rv
ie
ua
g ni
ar
P
b
in ve
Q
V
S
m
E
pp n
A
o
C
o
h
S
Analysis: The above graph shows the comparison of different factors between big
bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a
cheaper price as compared to that of a kirana store. 50% of people say big bazaar
provides better service and another 50% of them say kirana store provides better
service. Each and every customer that is 100% agrees that there are more variety of
78
products available at big bazaar than that of kirana store. As per quality of goods is
concerned 60% of the customer say kirana store provides better qualitative products
while 40% of the customers say big bazaar also provides qualitative products. 75%
people say it is more convenient for them to go to a kirana store while 25% of them
say going to big bazaar is more convenient for them. 90% of respondents said it is a
good shopping experience at big bazaar while 105 of them said that they also have a
customers said big bazaar provides much nice ambience than big bazaar while 5% of
them said that ambience provided by kirana store is also equivalent to that of big
bazaar.
Interpretation: I interpreted from this that a kirana store is one of the competitor
of big bazaar. It is a threat for big bazaar as some of the attributes of a kirana store
provides more satisfaction to customers. Big bazaar should try to improve on each of
its attributes and out compete the kirana store so that it can convert the customers of
79
Comparison of Big bazaar with others Organized retailers
other organized stores store provides more satisfaction to customers. Big bazaar
should try to improve on each of its attributes and out compete the other organized
stores.
80
SWOT ANALYSIS OF BIG BAZAAR
threats of any company. This analysis will explain about the strengths, weaknesses,
• Cheap price
• Volume sales
81
Opportunities for Big bazaar
branded products.
82
CHAPTER-IV
Findings
83
FINDINGS
1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly
and monthly basis. Customers realized that Big Bazaar stores provide qualitative
2. At present time Big Bazaar provide different types of product assortments to the
customers.
quantities of the customers & profit show that Big Bazaar most accepted name in
4. Big Bazaar mainly deal with middle income group people who want qualitative
7. Big bazaar holds a huge customer base. The majority of customers belong to
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
84
all the specialty stores of different products which provide goods at a discounted rate
11. The major players in retail industries are Big bazaar, The Tata Groups (Croma),
Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc.
85
SUGGESTIONS
• Big bazaar should include more of branded products its product category so as
• Big bazaar should provide large parking space for its customers so that they
• It should make different cash counters for different customers. Cash counter
reduce the rush and save the customer’s time. This will be a kind of motivator
• 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 hour’s big bazaar should provide some offers to its
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
86
• Customer care department is needed to take proper care of customer
complaints and queries. The person sitting at the help desk of big bazaar
it is required.
Conclusion
87
Big bazaar is a major shopping complex for today’s 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
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
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.
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
88
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. The major drawback of big bazaar is that it lacks in
providing enough parking space for its customers. This may discourage the customers
to come to big bazaar and shop as they face difficulty in parking their vehicles. Even
though some customers say that they don’t feel problem in parking their vehicle, it is
because of the parking space available to them by the mall. 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),
89
CHAPTER – V
LIMITATIONS OF STUDY
90
Limitations of study
Certain limitations do creep in a research study due to constraints of the time, money
and human efforts, the present study is also not free from certain limitation, which
were unavoidable.
Although all effort were taken to make the result of the work as accurate as possible
I- Some customers were not willing to give appointment due to their busy schedule.
II- Due to very large size of the population, only a selected sample of customer could
be contacted.
III- Due to time constraint and other imperative work load during the t period it could
V-Due to fast pace of life, some customers were not able to do justification to the
questionnaire.
VII-As per company rule many information was not disclose as the manager are busy
in their daily schedule. It is not possible for us to spend more time in interaction with
them.
ANNEXURE(S)
91
Questionnaire
PART-1
1. Name: -
2. Age: -
3. Gender: -
4. Address: -
5. Qualification: -
6. Profession: -
7. Ph.
8. What’s your monthly income?
a) Below 10,000
b) 20,000 – 40,000
c) 40,000 – 60,000
d) More than 60,000
PART-2
2.Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
2.(a). If yes then what are the other retail outlets do you intend to visit in a mall?
e) Garment Outlet
f) Footwear Outlet
g) Food Court
h) Entertainment
i) Gift Corner
j) Jewellery and Watches store
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2. What is the purpose behind visiting Big Bazaar?
a) Shopping
b) Outing
c) Others
93
6. Which days of the week do you prefer to visit Big Bazaar?
a) Week days
b) Weekends
7. 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
94
14. What encourages you to visit Big Bazaar?
a. Price
b. Service
c Ambience
c. Product Variety
d. Product Quality
e. Convenience
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
a) Yes b) No
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19. Compare your nearest Kirana store with Big Bazaar.
a) Price
I. Kirana store II. Big Bazaar
a) Service
1. Kirana store II. Big Bazaar
b) Variety
1. Kirana store II. Big Bazaar
c) Quality
1. Kirana store II. Big Bazaar
d) Convenience
1. Kirana store II. Big Bazaar
e) Shopping Experience
1. Kirana store II. Big Bazaar
f) Ambience
1. Kirana store II. Big Bazaar
15. Compare others organized retail stores with Big Bazaar on the following
parameters.
a) Price
1.Big Bazaar II. Others Organized Retailer
b) Service
1.Big Bazaar II. Others Organized Retailer
c) Variety
1.Big Bazaar II. Others Organized Retailer
d) Quality
1.Big Bazaar II. Others Organized Retailer
e) Convenience
1.Big Bazaar II. Others Organized Retailer
f) Shopping Experience
1.Big Bazaar II. Others Organized Retailer
g) Ambience
1.Big Bazaar II. Others Organized Retailer
THANKING YOU
96
Bibliography
BOOKS
► Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
► Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4th edition )
• Bigbazaar.co.in
• Organizedretail.co.in
• Retail seminar. In
• Retailing.co.in
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