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Summer Internship Project Report on

MARKETING ACTIVITIES & CATCHMENT ANALYSIS OF BIG BAZAAR, WAZIRPUR (NEW DELHI) By Dinesh Kumar Taparia A0116211011

MBA RM Class of 2013


Under the Supervision of Ms. Shilpa Singh Assistant Professor Department of International Business

In Partial Fulfilment of the Requirements for the Degree of Master of Business Administration Retail Management at

AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2012

DECLARATION

Title of Project Report Marketing Activities & Catchment Analysis of Big Bazaar, Wazirpur, New Delhi

I declare (a) That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date: 1st August 2012

Dinesh Kumar Taparia A0116211011 MBA RM Class of 2013

CERTIFICATE
I Ms. Shilpa Singh hereby certify that Dinesh Kumar Taparia student of Masters of Business Administration RM at Amity Business School, Amity University Uttar Pradesh has completed the Project Report on Marketing Activities & Catchment Analysis of Big Bazaar, Wazirpur, New Delhi, under my guidance.

Ms. Shilpa Singh Assistant Professor Department of IB

ACKNOWLEDGEMENT
It gives me immense pleasure to express my sincere gratitude to all the helping hands who have guided me in the completion of this project. It was a great learning experience for me to work on my project. As student of Amity Business School, Noida; I, Dinesh Kumar Taparia got an opportunity of doing work on project. I took up the project with strong determination and tried to put in the best of my efforts. The project done by me is about Marketing Activities and Catchment Analysis of Big Bazaar, Wazirpur (Delhi) and this project could not have been completed without the help of my faculty guide Ms. Shilpa Singh (Assistant Professor-IB) and my industry guide Mr. Saurabh Dubey (Store Manager) & Ms. Rimpi Monga (Senior Executive- Marketing).

Dinesh Kumar Taparia A0116211011 MBA - Retail Management Class of 2013

TABLE OF CONTENT

S. NO. 1.

PARTICULARS Introduction

PAGE NO. 1 3 6 7 9 12 12 14 14 15 22 25 27

Overview of Industry Major Retailers in India Organizational Overview Future Group Overview Big Bazaar
2. Marketing Mix of Big Bazaar 3. 4. 5. 6. Product Price Place Promotion

Literature Review Research Method & Procedure Data Analysis Findings & Recommendations Findings Recommendations

51 53 54 55 57 64

7. 8.

Conclusion Appendix 1 Appendix 2

9.

Bibliography

LIST OF TABLES

S. No 1 2. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31.

PARTICULARS Table 5.1 Customer Footfall Analysis Table 5.2 Mostly Spoken Language Analysis Table 5.3 Respondent Gender Analysis Table 5.4 Respondent Age Group Analysis Table 5.5 Average Monthly Spending of Respondents Analysis Table 5.6 Mode of Commution Respondents Use Analysis Table 5.7 Frequency of visit of Respondent Analysis Table 5.8 Mostly Shop Product at Big Bazaar Analysis Table 5.9 Reason of Buying at Big Bazaar Table 5.10 Preference for Buying at store other then Big Bazaar Table 5.11 Reason of Shopping at that Store Table 5.12 Location v/s Gender Analysis Table 5.13 Location v/s Age Group Analysis Table 5.14 Location v/s Average Monthly Spending Analysis Table 5.15 Location v/s Mode of Commution Analysis Table 5.16 Location v/s Mostly Shop Product Analysis

PAGE NO. 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45

Table 5.17 Location v/s Reason of Buying at Big Bazaar Analysis Table 5.18 Location v/s Customer Preference for other store Analysis Table 5.19 Location v/s Reason for Buying at that Store Analysis

32. 33. 34. 35. 36.

Table 5.20 Gender v/s Age Group Analysis Table 5.21 Gender v/s Average Monthly Spending Analysis Table 5.22 Gender v/s Mode of Commution Analysis Table 5.23 Gender v/s Frequency of Visit Analysis Table 5.24 Gender v/s Mostly Shop Product at Big Bazaar Analysis

46 47 48 49 50

LIST OF FIGURES

S. No 1 2. 3. 4. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.

PARTICULARS Fig 1.1 Retail Industry: Organized v/s Unorganized Fig 1.2 Indian Retail Market Segment Fig 1.3 Future Groups Listed Companies Fig 1.4 Big Bazaar Promotional Plastic Cards Fig 1.5 Future Group Private Label Brands Fig 2.1 Gorilla Marketing Hoardings of Big Bazaar Fig 2.2 Pay Back Card & Future Bazaar Card Fig 2.3 Monthly Bazaar offer for SBI Card Holder Fig 2.4 Big Bazaar Prints Advertisement Fig 2.5 Big Bazaar Gift Vouchers Fig 4.1 Catchment Area Fig 5.1 Customer Footfall Analysis Fig 5.2 Mostly Spoken Language Analysis Fig 5.3 Respondent Gender Analysis Fig 5.4 Respondent Age Group Analysis Fig 5.5 Average Monthly Spending of Respondents Analysis Fig 5.6 Mode of Commution Respondents Use Analysis Fig 5.7 Frequency of visit of Respondent Analysis Fig 5.8 Mostly Shop Product at Big Bazaar Analysis Fig 5.9 Reason of Buying at Big Bazaar

PAGE NO. 3 3 8 9 11 16 17 17 18 20 26 27 28 29 30 31 32 33 34 35

22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 41. 42. 43. 44. 45. 46. 47. 48.

Fig 5.10 Preference for Buying at store other then Big Bazaar Fig 5.11 Reason of Shopping at that Store Fig 5.12 Location v/s Gender Analysis Fig 5.13 Location v/s Age Group Analysis Fig 5.14 Location v/s Average Monthly Spending Analysis Fig 5.15 Location v/s Mode of Commution Analysis Fig 5.16 Location v/s Mostly Shop Product Analysis Fig 5.17 Location v/s Reason of Buying at Big Bazaar Analysis Fig 5.18 Location v/s Customer Preference for other store Analysis Fig 5.19 Location v/s Reason for Buying at that Store Analysis Fig 5.20 Gender v/s Age Group Analysis Fig 5.21 Gender v/s Average Monthly Spending Analysis Fig 5.22 Gender v/s Mode of Commution Analysis Fig 5.23 Gender v/s Frequency of Visit Analysis Fig 5.24 Gender v/s Mostly Shop Product at Big Bazaar Analysis Fig 7.1 Future Group Retail Formats Fig 7.2 Aditya Birla Group Retail Formats Fig 7.3 Reliance Group Retail Formats Fig 7.4 Bharti Group Retail Formats Fig 7.5 Tata Group Retail Formats Fig 7.6 RPG Group Retail Formats Fig 7.7 R.K Raheja Group Retail Formats Fig 8.1 Store Outer Image Fig 8.2 Organizational Chart

36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 55 55 56 56 57 57 58 59 59

ABSTRACT
TITLE: Marketing Activities & Catchment Analysis of Big Bazaar, Wazirpur, (Delhi)

Big Bazaar has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof. Big Bazaar has maintained that uniqueness & has succeeded in attracting customers. Therefore the basic objective of this study is to find their target customers and understanding its marketing strategies. Based on the topic objectives a questionnaire was designed which consist of 10 questions and response is collected from the customers who are visiting the store. For data collection convenient sampling method was adopted. For this project the area of research is Big Bazaar, Wazirpur (Delhi).

Where Big Bazaar is not just another hypermarket; it caters to every need of your family. Big Bazaar scores over other stores is its value for money proposition for Indian customers. With the ever-increasing array of private labels, it has opened doors in the world of fashion and general merchandise, including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise customers.

INTRODUCTION
Background of the study Big Bazaar has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof. To attract more customers companies have to carry out the promotional activities in unique way. Big Bazaar has maintained that uniqueness & has succeeded in attracting customers. Therefore the basic objective of this study is to find their target customers and understanding its marketing strategies.

Need for the Study India is having huge customer base having different choices and behavior. To satisfy their need is a different task. To achieve this Indian retail has change from Kirana to retail outlets and has becoming the need in India. Different retail outlets are offering different scheme and promotional strategies. Thus a study is been conducted to know the effective marketing strategies needed to attract new as well as retaining the existing customers.

Objectives of the study Primary Objective: To know the effective Marketing Strategy which Influence customer to purchase a product of Big Bazaar in comparison to other Retail Store. Catchment Analysis to know whether Big Bazaar is getting its customer from its target locations or not. Secondary Objective: To enable us to gain an insight into the corporate world. The study is aimed at understanding how an organization practically works in the real situation.

Scope of the Study This report is based on the study conducted at Big Bazaar, Wazirpur (Delhi). It aims at understanding the companys establishment, organization structure, departments, techniques, marketing strategies and the advantages it is having over the competitors.

An attempt is made to analyze the companys performance in comparison to the theoretical aspects.

Limitation of the Study Time limit is a major constraint. As per the company rules many information was not disclosed. As the managers are busy in their daily schedules it is not possible for us to spend more time in interaction and discussion with them. Some time respondents dont provide accurate information which may influence the survey result.

1.1 OVERVIEW OF INDUSTRY


The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized sectors, India retail industry is one of the fastest growing industries in India, especially over the last few years. Though initially, the retail industry in India was mostly unorganized, however with the change of tastes and preferences of the consumers, the industry is getting more popular these days and getting organized as well. The US-based global management consulting firm, A T Kearney, in its Global Retail Development Index (GRDI) 2012, has ranked India as the fifth most attractive nation for retail investment, among 30 emerging markets.

Indian retail industry is second largest employer after agriculture, employing more than 35 million people with wholesale trade generating additional 5.5 million employments, accounting for over 10 percent of the countrys GDP and around 8 percent of the employment, as per the National Sample Survey (NSS) 2009-10. India's retail sector is estimated to touch US$ 833 billion by 2013 and US$ 1.3 trillion by 2018, with a compound annual growth rate (CAGR) of 10%, which is quite lucrative. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far. However the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Indian Retail Market Segment
Food Fashion Leisure & entertainment Fashion accessiries Consumer durables Health, beauty & pharma Furniture Telecom Books & music

Fig. 1.1

Fig. 1.2

Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge

complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a significant change in its demographics. A large young working population with average age of 24 years, nuclear families in urban areas, along with increasing working-women population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India.

1.1.1

Opportunities for the Organized Retail Sector In India

1. Indias booming economy is a major source of opportunity. It is the third largest in the world in terms of purchasing power. India is the second fastest growing major economy in the world. 2. Indias huge population has a per capita income of Rs 53,331 PA in 2010-11. 3. The proportionate increase in spending with earnings is another source of opportunity. 4. With the Indian economy now expected to grow at over 8% and with average salary hikes of about 15%, manufacturers and retailers of consumer goods and services can expect a major boost in consumption. 5. The Demography Dynamics are also favorable as approximately 60 per cent of Indian population is below the age of 30. 6. Increasing instances of Double Incomes in most families coupled with the rise in spending power. 7. Increasing use of plastic money for categories relating to Apparel, Consumer Durable Goods, Food and Grocery etc. 8. Increased urbanization has led to higher customer density areas thus enabling retailers to use lesser number of stores to target the same number of customers. Aggregation of demand that occurs due to urbanization helps a retailer in reaping the economies of scale. 9. With increased automobile penetration and an overall improvement in the transportation infrastructure, covering distances has become easier than before. Now a customer can travel miles to reach a particular shop, if he or she sees value in shopping from a particular location.

1.1.2 Retailing formats in India 1. Malls 2. Specialty Stores 3. Discount Stores 4. Department Stores 5. Hyper marts / Supermarkets 6. Convenience Store 7. MBOs 8. E-trailer

(a) Malls: Mall is largest form of organized retailing today. Located mainly in metro cities, in proximity to urban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal shopping experience with amalgamation of product, service and entertainment, all under a common roof. E.g. GIP (Noida), Select City in Saket, Delhi.

(b) Specialty Stores: Focusing on specific market segments and have established themselves strongly in their sectors. Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPGs Music World and the Times Groups Music chain Planet M is a couple of examples.

(c) Discount Stores: As the name suggests, discount stores or factory outlets, offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non perishable goods. E.g. Levis Factory Outlet, Adidas Factory Outlet etc.

(d) Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further they are classified into localized departments such as clothing, toys, home, groceries, etc. E.g. Shoppers Stop, Lifestyle, Fair Price etc.

(e) Hyper marts/Supermarkets: Large self service outlets, catering to varied shopper needs are termed as Hypermarket/Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Normally Hypermarkets are ranging from 30,000 Sq ft and more. Super Markets can further be classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales. E.g. Big Bazaar, More Hyper, Spencer etc for Hypermarket and Food Bazaar, Reliance Fresh are called as supermarket.

(f) Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium. E.g. Safal, In & Out etc. (g) MBOs: Multi Brand outlets, also known as Category Killers, offer several brands across a single product category. These usually do well in busy market places and Metros. E.g. Brand Factory, Planet Sports etc.

(h) E-trailers: Retailers providing online buying and selling of products and services.

1.2 MAJOR RETAILERS IN INDIA


The major retailers occupied in the organized retail sector in India are: 1. Future Group 2. Aditya Birla Group 3. Reliance Group 4. Bharti Group 5. Tata Group 6. RPG Group 7. K Raheja Group etc.

1.3 ORGANIZATIONAL OVERVIEW (FUTURE GROUP)


Mr Kishore Biyani CEO, Future Group Pantaloon Retail (India) Limited is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai, the company operates over 16.33 million square feet. Of retail space, has over 1000 stores across 85 cities and 60 rural locations across the country and employs over 35,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality. Central is a chain of seamless destination malls. Some of its other formats include Shoe Factory, Brand Factory, Blue Sky, Fashion Station, Mobile Bazaar and Star Sitara (Beauty clinic). The company also operates an online portal, Futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-format home solutions store, selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Future Group understands the soul of Indian consumers. As one of Indias retail pioneers with multiple retail formats, we connect a diverse and passionate community of Indian buyers, sellers and businesses. The collective impact on business is staggering: Around 220 million customers walk into our stores each year and choose products and a service supplied by over 30,000 small, medium and large entrepreneurs and manufacturers from across India and this number is set to grow.

Mission: We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

1.3.1 KEY GROUP COMPANIES:


Retail: Pantaloon Retail (India) Limited * Future Value Retail Limited Finance: Future Generali Life Insurance Company Limited Future Generali (India) Insurance Company Limited Future Capital Holdings Limited * Future Ventures (India) Limited * Services Future Supply Chains Limited Future Human Development Limited Future Media (India) Limited Future Corporate Resources Limited

Public Limited Companies listed in the National Stock Exchange and Bombay Stock Exchange.

Fig. 1.3

Big Bazaar is not just another hypermarket; it caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for Indian customers. With the ever-increasing array of private labels, it has opened doors in the world of fashion and general merchandise, including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise customers.

History of Big Bazaar The first Big Bazaar store, with an area of about 24,000 square feet, opened on VIP Road, Kolkata in August 2001. This was followed by stores in Hyderabad, Bangalore, Mumbai and Gurgaon. The initial categories on offer were apparel, general merchandise and food. Later, several brands from categories like electronics, furniture, music, communications and books were added to the bouquet of products. Big Bazaar implemented SAP in 2005 to run its stores in the most efficient manner that technology could provide. With an increasing number of customers patronizing its stores, it was time for Big Bazaar to reach out to them. To pay tribute and to tell them how much they were appreciated, Big Bazaar launched a co-branded credit card. In association with ICICI bank, the Big Bazaar-ICICI Bank credit card made its first appearance in May, 2002. As an extension of its customer relationship initiatives it also launched Shakti, a credit card for housewives, in February 2006. The card was unique, for it required no proof of income.

Fig. 1.4

BRAND STRATEGY Segmentation: They divided Indian consumer in three categories:India One- Elite class with high disposable income. India Two- Middle class customers. India Three- Struggling class with very low incomes. Targeting: India One and Two

Key Insights from the Target Group: Saving is the key driver for the consumers. Indian consumers feel comfortable in crowds and motivated through what all the people are buying. Its only human to want more Shopping ka mazaa tabhi aata hain jab milti hai dher saari cheezein or bahut si variety. Indian consumers are more family oriented. Shopping is a source of entertainment, as they come in groups. Indian-ness is not all about Swadesi, its doing things in Indian ways. A person had to hear about an offer thrice, before he actually makes a decision to buy.

BRAND VALUES Brand Big Bazaar stands for delivering value for money. Customer service and shopping comfort are at the core of Big Bazaars philosophy. Innovation and initiative define its brand character. It strives to reach out to its customers by imbibing the local flavor and melting into the local geography. In November 2007 Big Bazaar has launched a campaign titled Power of One. This initiative encourages customers to add One Rupee to their bill towards donation to a social cause. Big Bazaar makes an equal contribution and donates the entire proceeds to an NGO called Save the Children India. This is a selfless body which has been working for the welfare of children from marginalized sections of society. The brand anthem Khushiyon se Bhari Jholi connects with the customers at an emotional level positioning Big Bazaar as part of the happy moments.

Future Groups Few Popular Private Label Brands: Fashion Brands

FMCG Brands:

Electronics Brands:

Fig. 1.5

2.1 MARKETING MIX OF BIG BAZAAR

A. PRODUCT With a better understanding of consumer behavior across various cultures and classes, Big Bazaar has put together a stunning range of over 160,000 SKUs. Private labels of Big Bazaar are among the largest apparel and fashion brands in the country. These include, DJ&C mens casual wear range and Knighthood mens formal wear range; Pink & Blue, Such are exclusive garments designed for modern kids; Srishti, a label of ethnic wear for women; Haute N Spicy, fashionable western wear for teenage girls; Dreamline, a label that caters to an entire range of home linen, utensils and crockery and Dtachi, Milestone a luggage label that offers outstanding value for money. Big Bazaar has also tied up with a host of well-known brands which offer exclusive lines created especially for the store. These include Levis, Lee Cooper, Lotto, Reebok, Wrangler and Disney.

Products in Apparel Section

Products in Toys & Stationary:

Luggage & Furniture & Electronics Department:

Plastics, Utensils & Crockery (PUC), Footwear & Home Fashion Section:

Food & Non Food Section:

B. PRICE: The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques: 1. Psychological Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological pricing (Rs. 99, Rs. 199, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Holi etc.) 2. Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. E.g. Wednesday Bazaar 3. Bundling: It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. E.g. 3 Good Day family packs at Rs 60 (Price of 1 pack = Rs 22) 5kg Oil + 5kg Rice + 5kg Sugar for Rs 599. Buy 2 get 1 free. 4. Special Event Pricing: Buy 2 Two Liter Cock at Rs. 75 ( MRP of one Bottle is Rs. 65) Offer valid for 2 days only.

C. PLACE: The success of any retail store depends on three factors- Location, Location and Location. The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-50,000 sq ft, the Express format over 15,000 20,000 sq ft and the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 90 cities and towns across India with 161 stores by June 30, 2012. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. In Delhi few Big Bazaars are situated below Metro Stations so the people can easily access the stores through the best mode of public transport like Delhi Metro. Besides Metro stations other stores are situated at Famous malls. Big Bazaar in GIP (Great India Palace), Noida is one of the most profitable store in Delhi NCR Region.

In order to gain a competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers.

D. PROMOTION: Big Bazaar has been credited with some of the biggest consumer campaigns in the history of Indian retail. In celebration of Republic Day, Big Bazaar created a threeday shopping bonanza called Sabse Saste Teen Din. This has now become a national event that attracts millions of customers eager to benefit from the once-in-a year smart deals. In January 2008, the three-day event generated sales worth over Rs. 240 crore in 80 Big Bazaar stores. 15th August, Indias Independence Day is billed as the Maha Savings Day. So successful has this become that to cater to the rush Big Bazaar stores in many cities stay open till midnight. Wednesday Bazaar is the Hafte ka Sabse Sasta Din. It was initially created with the intent of decongesting weekends and driving footfalls on weekdays. As it transpired, most Big Bazaar stores now attract as many customers on Wednesdays as they do on weekends. A property that offers special benefits and privileges to senior citizens was built around Senior Citizens Day. Earlier Price Challenge was created to reinforce Big Bazaars value proposition of Is se sasta aur accha kahin nahi. That scheme simply offered twice the price difference should the cost of an item at a Big Bazaar store be found to be more than the market price. This tag line is now replaced by Naye India Ka Bazaar.

Exchange was an innovative promotion launched by Big Bazaar in 2005 to provide customers an opportunity to get rid of their junk and in return shop for a wide range of products at a discount. In-store communications in Big Bazaar are unique and rather novel. To ensure that no one misses out on an opportunity to gain from special offers, service boys ferry around a trolley with the product inside, announcing the scheme. Not only is this entertaining it also helps customers pick up the product from the trolley instead of walking up to the rack where it is on display. To make sure that nonEnglish speaking customers dont feel alienated the communication is also conducted in the Local language. The communication is always unambiguous and direct.

So the various promotional schemes used at Big Bazaar are: Mahabachat Ke 5 Din Hafte ka sabse sasta din Wednesday Bazaar Exchange Offers Junk Swap Offer Pay Back Card Employee Discount Card (EDC) Advertisement (Print Ad, TV Ad, Radio) Brand endorsement by Sachin Tendulkar.

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside, Shoppers Stop and Lifestyle. They are: Keep West- aSide. Make a smart choice! Shoppers! Stop. Make a smart choice! Change your Lifestyle. Make a smart choice!

Fig. 2.1 (a) Pay Back Card, Credit Cards & Gift Vouchers of Big Bazaar: Big Bazaar offers different Pay Back Cards, credit Cards & Gift Vouchers to attract the new and retain its existing customers. All these cards are offered to satisfy the different needs and to provide maximum benefit to its loyal customers.

(b) Pay Back Card Future Group has taken the whole concept of customer loyalty to the next level by joining hands with PAYBACK. PAYBACK is Indias largest and one of Europes most successful multi-partner loyalty programs. With PAYBACK, customers can shop, save and get rewarded. This program enables consumers to collect millions of points across online and offline partners with just a single card. Customers can accumulate points across Future Group formats, thereby making shopping rewarding.

Fig. 2.2

(c) Employee Discount Card (EDC): All the employees of Future Group are given a Special Discount Card known as EDC. Through this card the employees can buy any product at a special discount of 4% to 20% on different product category over which there is no any promotional offer is running. There is a limit fixed over each EDC which varies over salary structure of employee, means higher the salary higher the discount limit and vice versa. The card is valid for one year or the discount limit of each card whichever is less.

(d) Future Group Monthly Bachat Bazaar: All the SBI Card holders are eligible for this offer. The main benefits are: 5% instant discount on select "Super Saver" offers. Offer valid during Monthly Bachat Bazaar days i.e. 1st to 8th of every month at Big Bazaar and Food Bazaar outlets. (This offer was valid till 8th June 2012)

Fig. 2.3

Other Promotional Activities:


(1) Advertising: Before designing the advertising campaign for the Big Bazaar brand, the message that needs to deliver about the brand through advertisement needs to be designed. It would involve following three elements: Style of the Message: Style of the message would be Value and Benefit Provider and attention seeker. Tone of the message: The tone of the message would be positive. Message Text: Naye India ka Bazaar This single line statement would convey the modern retail format of the Big Bazaar. Advertising campaigns for Big-Bazaar will take place in the form of following:

(2) Print Ads: This would take place in the form print advertisement in newspaper and everyday magazines. The advertisements would initially aim at educating the consumer about Big-Bazaar as a brand. An effective communication as has been followed by the brand is the regular newspaper print advertisement with tag line of Naye India Ka Bazaar and comparison of prices of various consumer products at Big-Bazaar vis--vis local market prices. Big-Bazaar news paper advertisements will be presented just before the launch of any new scheme. This will create aura about the Big-Bazaar brands in the minds of consumers.

Fig. 2.4

(3) TV Ads: Big-Bazaar commercials will be shown on the various channels in India. These ads will convey about the various offerings of the Big-Bazaar such as Fashion Collections and Jewellery, Home and Personal Care, Electronics, Furniture. The advertisement will focus on the variety and quality of the specific offerings and convey the core values of Big-Bazaar as a place where these products are available at the lowest available price with the environment of modern Indian retailing. The TV ads would be aired during Prime-time hours of the channels where mostly the household members watch television.

(4) Road-side advertisements: Road side advertisement will take the form of road side billboards which would be displayed at prime locations in the cities and towns conveying the central idea of BigBazaar of low prices and quality products. The bill-boards will display the catch phrases about Big-Bazaar aiming to attract the consumers.

(5) Radio Ad: The objective of radio based advertising is to inform the customers at the new happening at Big-Bazaar outlets while at the same time conveying the culture of Big Bazaar of offering the values deals for a broad range of products.

(6) Sales Promotion Sales promotion activities for Big-Bazaar will take place through the following forms.

6.1 Coupons: In order to boost sales, various discounts coupons will be offered to buyers at BigBazaar such as buy 2- get 1 free, discount coupons on bulk purchase. Such a step would help to increase sales per consumer of the Big-Bazaar. At the same time, coupons can be printed in local newspaper ads and magazines mentioning the discounts that can be availed on these coupons with respect to specific purchase. This will help draw consumers to the store and initiate purchase.

6.2 Gift Vouchers: Big Bazaar offers gift vouchers of different denomination for Gifting their valuable customer or are available to be gift some dear one so that he/she can redeem it in his/her desired shopping product.

Fig. 2.5 6.3 Contests: Contests will be hosted by Big-Bazaar with some incentive which will help to generate awareness about Big-Bazaar as a brand. The theme lines of the contest will help spread awareness about the various offerings of Big-Bazaar and best deals offered by Big-Bazaar thereby boosting Big-Bazaar brand.

6.4 Premiums: Premiums will be offered to buyers during special occasion in the form of an offer which could be either free or at a low price that provides incentive for the buyers. It can be in the form of Rakhi gift during the times of Raksha Bandhan or a Photo frame of Lord Ganesha during the times of Ganesh Utsav etc.

6.5 Personal Selling Personal Selling would aim at educating customer at the point of purchase and help them making a better purchase decision with respect to consumer products. This would help to build consumer satisfaction and give consumer a feeling of having made a right decision. There are following essential elements critical to personal selling in the context of big-Bazaar. Well trained staff Motivation to employees to think out of the box and take innovative steps.

Training would be provided to the staff about the different products in the store and persuasive and communication skills in order to interact effectively with the buyers. Training would be provided to the sales person at the store evaluate buyers preferences for a particular product, build conviction about the brand and influence the buyer to purchase the brand. While doing this, a continuous effort would be made to educate the buyer of the core culture of Big-Bazaar of value deals and provide efficient customer value to the consumers.

6.6 Public Relation and Publicity: The objective of Public Relations and Publicity as a marketing communication mix for Big-Bazaar as a brand is to establish good-will in the minds of the consumers. The various Public Relations and Publicity campaigns which will be used to build BigBazaar brand would be though the following: Events: This would involve arrangement of special events such as exhibits, contests, competition. Sponsorships: Sponsorship of national events and highly regarded causes such as AIDS awareness campaign. Association with consumer products exhibitions.

LITERATURE REVIEW
Marketing for a Retail Business is an integral part of any retail organization. It is believed that customer doesnt buy the product all the time; it is the marketer who creates the demand for their product. Implementing marketing techniques can help retailers increase sales. Every business is a marketing business, as John Jantsch, author of "Duct Tape Marketing," says in his book. This is especially true for retail businesses. In a competitive business environment, starting a retail business is only half the job done. Retailers must constantly work toward getting customers to buy their products and convert potential customers into sales. Knowing and applying basic marketing techniques can boost the retail business and give it an edge over competitors. Today businesses are employing various marketing and promotional strategies to retain their consumer base. With the concept of relationship marketing surfacing, the market is completely consumer oriented, and the sole aim of any business today is to serve and satisfy their customers in the best possible manner. The fact that consumer retention has gained precedence over acquisition, considering the cost involved, has made it even more important for businesses to satisfy the consumers and win their loyalty. With competition hotting up, Indian retail chains are beefing up their marketing activities to recharge their brands. Gibson Vedamani, chief executive officer, Retailers Association of India, the Industry's apex body says that "Since retail chains have attained a certain level of operation, the focus will shift to above-the-line (ATL) marketing. Each store will now want to communicate their brand differentiation to their consumers. Julie-Ann Amos a freelance business writer says "If you are in the retail business, then you need to wake up and think carefully about your current marketing strategy. If you don't you could find yourself trailing behind the competition and losing business to other retailers". Therefore for formulating the effective marketing strategy the marketer should keep in mind the following for the retail businesses:

1. Research and identify your target market. A retail business usually depends on a defined local area, so determining the location, market size and buying habits of your target market will help you identify your potential customers and how you can promote your retail business to them. 2. Develop a unique marketing message. Think of how your retail store or product helps solve a particular problem or satisfies a specific need of your target market and what makes your product better than competitors. Ensure that this core marketing message is used across all channels for promoting your retail business. 3. Create a marketing kit. Print business cards and brochures that list your contact details and the products and prices you offer so that customers have quick access to the information they need and can follow up with you later. As part of your marketing kit, create a periodic e-newsletter with information about special sales, tips on using your products and new products you are offering. 4. Develop a website. The website should provide all relevant information about your business and products. Set up an online store to allow customers to purchase your products directly from the website. This will boost your sales and help you attract customers beyond your local market. 5. Advertise in local publications or on online sites that are relevant to your product or market. Though advertising can be expensive, it can help directly promote and educate potential customers about your product and its benefits. Include a call to action in the advertisement by offering readers a discount coupon. 6. Engage and build relationships with customers online. Using low-cost social media tools such as a blog, Facebook page or Twitter profile, connect and start a conversation with prospects and existing customers and keep them informed of latest products, events or sales. 7. Organize events such as a special Valentine's Day sales or even a free workshop to draw crowds into your retail store, generate press coverage and publicize your business in the local community. Participate in trade fairs and set up a booth to demonstrate your product. At the fair, offer free trials to prospective customers to persuade them to buy your product or visit your store.

8. Get testimonials from existing customers. Nothing speaks louder than an endorsement from a customer who has tried your product and is happy with it. Include these testimonials in advertisements, your website and other marketing materials. To drive foot traffic to the retail store, one needs to employ retail marketing activities. Retaining customers is done with good service, product selection and competitive pricing. Getting customers through the door for the first time, or bringing back old customers, is achieved by using effective marketing promotions.

RESEARCH METHOD AND PROCEDURE


Since the study is on retail sector first the detail observation of the store is been conducted about its Management team, its structure, the number of departments, which all brands does the store has, who are its suppliers, about its warehouses etc.

Based on the topic objectives a questionnaire was designed which consist of 10 questions and response is collected from the customers who are visiting the store. For data collection convenient sampling method was adopted. For this project the area of research is Big Bazaar, Wazirpur (Delhi).

Objective of the Study: To know the effective Marketing Strategy which Influence customer to purchase a product of Big Bazaar. Catchment Analysis to know whether Big Bazaar is getting its customer from its target locations or not.

Data Collection Method: Market research requires two types of data i.e. Secondary data and Primary data. Primary data has been used abundantly for the study. Questionnaire is prepared & the survey was undertaken. Feedback and suggestion for the store has been taken by asking questions and observation has also done to gather primary information. There is also a use of secondary data, collected from the various Journals, books, websites & from store employees and management. Primary Data: Secondary Data: websites. Location of Research: Big Bazaar, Wazirpur (Delhi) Research Approach: Research Design: Survey Method Descriptive Research In store customer survey through Questionnaire. Journal, Annual Reports, Company Manual &

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 they are being picked so sampling method is used in this study is Convenient Sampling. Sample Size: Sampling Method: Sample Unit: Measuring Tool: 500 Respondents Convenience Sampling Customers of Big Bazaar Questionnaire

Catchment Area:

North - West Delhi, India

Fig. 4.1

DATA ANALYSIS

Location of Respondents
17 4 5 5 8 13 17
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala

31

Others

Fig. 5.1 Analysis:


Location Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others No. of Respondents 19 23 25 42 85 155 65 86 % of Respondents 4% 5% 5% 8% 17% 31% 13% 17%

Table 5.1 Under this data collection North West Delhi is taken into consideration as the store is situated in this location. In my customer visit analysis over 500 visitors I got to know that most of the customers come from Pitampura/ Kohat Enclave & Rani Bagh area followed by Shalimar Bagh/ Prashant Vihar, followed by Rohini/ Rithala and followed by Wazirpur/ NSP area. Along with these there are so many people who came from other areas of Delhi & NCR. Interpretation: As right now there is no such Hyper Market like Big Bazaar is situated near by these top most location, therefore Big Bazaar is getting the advantage of attracting these customers. Further people resident of these location also have good spending capacity therefore they like to shop in these store formats.

Mostly Spoken Language by Customer


4% 10% 4% Hindi English Punjabi 82% Others

Fig. 5.2 Analysis:


Language Hindi English Punjabi Others No. of Respondents 411 18 51 20 % of Respondents 82% 4% 10% 4%

Table 5.2 In this data I found that most of the people who visit in the store speak Hindi, followed by Punjabi, followed by English. There are also few people who speak different language like Marwari, Bihari, Haryanvi, Some people are also there who speak South Indian languages like Tamil, Telgu etc. Interpretation: In Delhi most of the people use Hindi as the primarily language because of its common use and it is known to all the people.

Gender of Respondents

43% 57% Male Female

Fig. 5.3 Analysis:


Gender Male Female No of Respondents 287 213 % of Respondents 57% 43%

Table 5.3 In this research work the data are collected unintentionally more by Male Visitors then the Female Visitors but it doesnt mean that Female visitors are less then Male Visitors because random selection is done while doing this research.

Age Group of Respondents


45 40 35 30 25 20 15 10 5 0 15-20 21-25 26-35 36-50 51-60 61-80 8 3 1 26 24 38

Fig. 5.4 Analysis:


Age Group 15-20 21-25 26-35 36-50 51-60 61-80 No of Respondent 38 128 192 120 15 7 % of Respondents 8% 26% 38% 24% 3% 1%

Table 5.4 From the above table it is clear that most of the people in this research belong to age group of 26 to 35 followed by 21 to 25 then 36 to 50. So on an average customers age is in between 21 to 50 who visit the store the most. This research includes the customers of age as low as 15 year old. Interpretation: The reason is being people of this age group have more purchasing power, self dependency as well as having purchasing decision ability.

Respondents Average Monthly Spending


30 25 25 20 15 10 5 0 Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 2 14 18 14 27

Fig. 5.5 Analysis:


Average Monthly Spending Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 No. of Respondents 9 71 127 133 89 71 % of Respondents 2% 14% 25% 27% 18% 14%

Table 5.5 From the above table it is clear that most of the respondents spending are between 6001-8000, followed by 4001-6000, followed by 8001-10000. On an average most of the customer spent between 4001-8000. There are very few respondents whose average monthly spending is below 2500. Interpretation: The reason may be that the North West Delhi belongs to the Higher & Upper middle income group people further so many families have double income households.

Mode of Commution
60 50 40 30 20 10 0 Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport 15 25 11 48

Fig. 5.6 Analysis:


Mode of Commution Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport No. of Respondents 95 156 70 301 % of Respondents 15 25 11 48

Table 5.6 From the above table it is clear that most of the respondent travels here through Public transport like Metro Train or Buses followed by Four Wheeler, followed by Two Wheeler, and followed by Auto / Rickshaw. Interpretation: The reason of being using public transport is that the store is situated below the Metro station as well as public transport is a very convenient mode to reach Big Bazaar, Wazirpur. Further ladies who dont know driving mostly travel by auto rickshaw. People who come to shop with family and who make bulk purchase usually bring four wheeler.

Frequency of Visit to Big Bazaar


30 25 20 15 10 5 0
Wednesday Weekend Once a Week Twice a Week Once a Fortnight Twice a Fortnight Once a Month Other

28 24 16 16

7 4 2 3

Fig. 5.7 Analysis:


Frequency of Visit Wednesday Weekend Once a Week Twice a Week Once a Fortnight Twice a Fortnight Once a Month Other No of Respondents 44 181 26 10 106 22 155 102 % of Respondents 7% 28% 4% 2% 16% 3% 24% 16%

Table 5.7 From the above table it is very clear that most of the respondents visit the store on weekends followed by once a month and so on. This question was multiple choice question because its not like customers prefer to shop on weekend dont come on weekdays and all. Therefore the result here we saw is most preferred visit of customers. There are lots of respondent who answer this question as others. Here others refer to Occasionally, Rarely or First Time visit. Interpretation: The reason of being shopping at weekend is that most of the people enjoy holiday on these days. The reason of shopping at Wednesday is that it is the Hafte ka sabse sasta din in Big Bazaar where special offers are given to customers only at that day.

Mostly Shop Product at Big Bazaar


50 45 40 35 30 25 20 15 10 5 0 43 32

11 4 1
Furniture

Food/ Groceries

Clothes

Home Utencils/ Plastics

Electronics

Others

Fig. 5.8 Analysis:


Mostly Shop Product Food/ Groceries Clothes Home Utencils/ Plastics Electronics Furniture Others No. of Respondents 360 268 95 31 6 68 % of Respondents 43 32 11 4 1 8

Table 5.8 In this analysis it is very clear that most of the respondents visit the store to buy food/Groceries Items the followed by Clothes then followed by Home Utensils & Plastics item. Electronics & Furniture are the least bought products in big Bazaar. Interpretation: This is because Food / Groceries & Clothes are the most consumable products in general where as other products are shopped occasionally.

Reason of Buying at Big Bazaar


45 40 35 30 25 20 15 10 5 0 Quality Low Prices Value for Money Convenience Near to Home 9 6 14 30 42

Fig 5.9 Analysis:


Reason of Buying form Big Bazaar Quality Low Prices Value for Money Convenience Near to Home No. of Respondents 234 70 47 326 107 % of Respondents 30% 9% 6% 42% 14%

Table 5.9 In this analysis it is clear that respondents prefer to buy at Big Bazaar because of convenience followed by quality of products followed by nearness of the store. Interpretation: This is because Big Bazaar is a store which satisfies almost all the requirements of households. People just have to visit the store and buy pin to plane. Other important factor is time constraint. Now a days people are ready to spent more to save their time.

Preference for Shoping at other then Big Bazaar


50 45 40 35 30 25 20 15 10 5 0 45

15 9 8 10

13

More

Easy Day

Reliance Fresh Vishal Mega Mart

Local Stores

Others

Fig. 5.10 Analysis:


Store Name More Easy Day Reliance Fresh Vishal Mega Mart Local Stores Others No. of Respondents 81 78 142 90 424 126 % of Respondents 9% 8% 15% 10% 45% 13%

Table 5.10 In this analysis it is clear that other then Big Bazaar, respondents prefer to shop at Local Stores followed by Reliance Fresh followed by Vishal Mega Mart and all. There are so many people who also visit the stores other then these like Big Apple, 6 Ten etc. It was the multiple choice question where respondents can prefer more than one option for the store. Interpretation: The reason to prefer shopping at local stores is that it isnt possible for all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may be that these stores offer home delivery also to maintain relationship with their customers.

Reason of Shoping at other Store


70 60 50 40 30 20 10 0 Quality Low Prices Convenience Near to Home Offer Home Delivery 6 1 21 13 59

Fig. 5.11 Analysis:


Attribute Quality Low Prices Convenience Near to Home Offer Home Delivery No. of Respondents 46 11 164 466 101 % of Respondents 6% 1% 21% 59% 13%

Table 5.11 In this analysis it is clear that respondents shop at other store because of nearness of the store followed by convenience followed by their home delivery and so on. It was the multiple choice question where respondents can prefer more than one option. Interpretation: To buy products at nearby stores is always a mean of convenience and we as a buyer always try to save our time and energy.

Location v/s Gender Analysis


Female
Others Rohini/ Rithala Pitampura/ Kohat Enclave/ Rani Bagh Shalimar Bagh/ Prashant Vihar Wazirpur/ Netaji Subhash Place Shakti Nagar/ Kamla Nagar/ Model Town Keshavpuram/ Kanaya Nagar/ Tri Nagar Ashok Vihar/ Bharat Nagar

Male
10%

7% 21% 5% 12% 31% 14% 6% 5%

14% 5% 14% 31% 20% 4% 3%

Fig. 5.12 Analysis:


Gender % Location Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others Male 2% 2% 3% 6% 8% 18% 8% 11% Female 2% 2% 2% 3% 9% 13% 5% 6% Male 9 11 15 28 40 89 39 56 Gender Female 10 12 10 14 45 66 26 30

Table 5.12 In this analysis it is clear that throughout all the locations male and female proportion is almost equal. Interpretation: The reason may be that the big bazaar stores are not gender specific; it satisfies all the demand of customers therefore people like to come along with their family to shop.

Location v/s Age Group Analysis


12% 10% 8% 6% 4% 2% 0%
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/ Model Town Rani Bagh Rohini/ Rithala Others

15-20 21-25 26-35 36-50 51-60 61-80

Fig. 5.13 Analysis:


Age Group % Location 15-20
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others

21-25

26-35

36-50

51-60

61-80

0% 0% 0% 1% 1% 3% 1% 1%

1% 2% 2% 2% 3% 7% 5% 4%

2% 2% 1% 4% 7% 11% 3% 9%

0% 1% 2% 1% 5% 8% 4% 2%

0% 0% 0% 0% 0% 0% 0% 1%

1% 0% 0% 0% 0% 0% 0% 0%

Table 5.13 In this analysis we can see that most of the customer of age between 15-50 comes from Pitampura followed by Shalimar Bagh and followed by Rohini. Interpretation: The reason may be because all these area are very close to Big Bazaar. Therefore even the 15 year customers can also visit alone to the store to satisfy their need.

Location v/s Average Monthly Spending


12 10 8 6 4 2 0
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/ Model Town Rani Bagh Rohini/ Rithala Others

Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000

Fig. 5.14 Analysis:


Location
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others

Below 2500 0% 0% 0% 0% 0% 1% 0% 1%

2501-4000 0% 1% 2% 1% 1% 4% 2% 3%

4001-6000 1% 3% 1% 3% 4% 5% 5% 3%

6001-8000 0% 1% 1% 1% 5% 11% 1% 6%

8001-10000 1% 0% 1% 2% 4% 5% 3% 2%

Over 10000 1% 0% 1% 2% 2% 5% 2% 2%

Table 5.14 In this analysis we can see that customers from Pitampura, followed by Shalimar Bagh followed by Rohini area do the expenditure the most. Interpretation: The reason is being that people residents of these locations are high wealth families and their spending power is more compare to other target locations.

Location v/s Mode of Commution


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0% 0% 3% 4% 3% 0% 1% 0%
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar

3% 2%

7% 20% 12% 5%

11%
Public Transport

1% 1% 1%

3% 6% 3% 3%

3% 11% 4% 0% 3% 2%

3% 3% 5%
Others

Auto/ Rickshaw Four Wheeler Two Wheeler

Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/ Model Town Place Rani Bagh

Fig. 5.15 Analysis:


Location
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others

Two Wheeler

Four Wheeler

Auto/ Rickshaw

Public Transport

0% 1% 1% 3% 3% 4% 2% 5%

3% 0% 1% 3% 6% 11% 3% 3%

0% 0% 1% 2% 5% 3% 0% 3%

0% 4% 3% 3% 7% 20% 12% 11%

Table 5.15 In this analysis we can see that most of the people from Ashok Vihar, Shalimar & Pitampura prefer four Wheeler, where as majority of people from Keshavpuram & Rohini prefer Public transport. People from Shalimar on an average use all the above modes to reach Big Bazaar. Interpretation: Public transport is so convenient mode to reach Big Bazaar because the store is situated just below the metro station as well as Bus Connectivity is also good to reach Big Bazaar, therefore people from different area prefer Metro followed by other modes to come at Big Bazaar.

Location v/s Mostly Shop Product at Big Bazaar


25% 20% 15% 10% 5% 0%
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/ Model Town Place Rani Bagh Others Food/ Groceries Clothes Home Utencils/ Plastics Electronics Furniture Others

Fig. 5.16 Analysis:


Location
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others

Food/ Groceries

Clothes

Home Utencils/ Plastics

Electronics

Furniture

Others

3% 3% 4% 5% 13% 22% 10% 13%

2% 3% 3% 6% 8% 17% 8% 7%

2% 0% 1% 1% 3% 8% 2% 2%

1% 0% 0% 1% 1% 1% 1% 1%

0% 0% 0% 0% 1% 0% 0% 0%

1% 0% 1% 0% 3% 5% 1% 2%

Table 5.16 In this analysis we can see that people from all the location preferred Food/ Grocery Items, followed by Clothes and Home Utensils in their purchase. Whereas Pitampura, Shalimar Bagh & Rohini generate the maximum sales for Big Bazaar. Interpretation: It is because food, clothes and home utensils are the most consumable products compare to other ones.

Location v/s Reason for Buying at Big Bazaar


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Pitampura/ Rohini/ Rithala Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Bagh/ Kohat Enclave/ Tri Nagar Model Town Place Prashant Vihar Rani Bagh Others

Near to Home Convenience Value for Money Low Prices Quality

Fig. 5.17 Analysis:


Location Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others Quality 2% 2% 3% 5% 7% 14% 6% 8% Low Prices 0% 0% 1% 3% 2% 5% 0% 3% Value for Money 0% 0% 1% 0% 3% 2% 3% 1% Convenience 3% 1% 3% 6% 11% 21% 10% 10% Near to Home 1% 3% 1% 2% 6% 6% 1% 2%

Table 5.17 If we see at chart we can conclude that among all the factors Quality, Convenience & Nearness to home plays the important role in customers purchase. Location wise if we talk people from Shakti Nagar, Wazirpur & Pitampura gives little bit of emphasis over Prices also.

Location v/s Customer Preference for Store Other then Big Bazaar
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/ Tri Nagar Model Town Place Rani Bagh Others

Others Local Stores Vishal Mega Mart Reliance Fresh Easy Day More

Fig. 5.18 Analysis:


Location Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others More 0% 0% 0% 1% 1% 6% 7% 1% Easy Day 0% 0% 0% 1% 7% 6% 1% 0% Reliance Fresh 1% 1% 2% 1% 5% 8% 5% 4% Vishal Mega Mart 0% 0% 0% 1% 3% 9% 2% 2% Local Stores 3% 4% 5% 8% 14% 24% 10% 16% Others 2% 1% 3% 2% 5% 6% 2% 4%

Table 5.18 If we look at the chart we can see that other then shopping at Bag Bazaar people would also like to shop at Local Stores & Reliance Fresh. Here we can conclude that local stores and Reliance Fresh is the major competitor for Big Bazaar. Interpretation: The reason to prefer shopping at local stores is that it isnt possible for all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may be that these stores offer home delivery also to maintain relationship with their customers. Customer preference for Reliance Fresh may be that it is present in almost all the localities and have good varieties of products.

Location v/s Reason of buying from that Store


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Pitampura/ Kohat Prashant Vihar Enclave/ Rani Bagh Rohini/ Rithala Others

Offer Home Delivery Near to Home Convenience Value for Money Low Prices Quality

Fig. 5.19 Analysis:


Location Quality Low Prices Value for Money 0% 0% 0% 0% 1% 1% 0% 0% Convenience Near to Home Offer Home Delivery 1% 1% 1% 1% 4% 5% 3% 3%

Ashok Vihar/ Bharat Nagar Keshavpuram/ Kanaya Nagar/ Tri Nagar Shakti Nagar/ Kamla Nagar/ Model Town Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala Others

0% 0% 1% 2% 3% 7% 3% 3%

0% 0% 0% 2% 2% 3% 1% 1%

2% 0% 1% 3% 6% 11% 6% 4%

4% 5% 5% 7% 16% 29% 12% 16%

Table 5.19 From the above chart we can easily conclude that people preferred to buy from other store is because of nearness to their home, followed by the same quality offering and most probably they offer home delivery, especially local stores.

Gender v/s Age Group Analysis


25%

20%
20%

18% 15% 16%

15%

11%
10%

Male
8%

Female

5%

4%

3%

3%

1%

0%

15-20

21-25

26-35

36-50

51-60

61-80

Fig. 5.20 Analysis:


Gender Male Female 15-20 4% 3% 21-25 15% 11% 26-35 18% 20% 36-50 16% 8% 51-60 3% 0% 61-80 1% 0%

Table 5.20 By seeing the chart it is clear that most of the people belong to the age group of 26-35 followed by 21-25 & 36-50 age groups. Throughout all the age group females of age group 26-35 visit more compare to males.

Gender v/s Average Monthly Spending


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 9% 16% 13% 10% 1% 8% 5% 9% 13% 7% 1% 6%

Female Male

Fig. 5.21 Analysis:


Average Monthly Spending Gender
Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000

Male Female

9% 5%

16% 9%

13% 13%

10% 7%

1% 1%

8% 6%

Table 5.21 If we see the chart carefully we can conclude clearly that on an average males spend more than the female visitors but in the spending group of 8001-10000 females spent more than males.

Gender v/s Mode of Commution


40% 35% 30% 25% 20% 15% 10% 5% 0% Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport 2% 5% 17% 17% 14% 9% 24% Male Female 36%

Fig. 5.22 Analysis:


Gender Male Female Two Wheeler 17% 2% Four Wheeler 17% 14% Auto/ Rickshaw 5% 9% Public Transport 36% 24%

Table 5.22 From the above chart we can see that most of respondents who travel by two wheeler are male where as for females its only 2%. Male & Female Respondents for four Wheeler are almost equal who comes by Four Wheeler, Auto/ Rickshaw are mostly preferred by Female Respondents compare to Male Respondents.

Gender v/s Frequency of Visit


25% 20% 20% 16% 15% 10% 5% 5% 0%
Wednesday Weekend Once a Week Twice a Week Once a Fortnight Twice a Fortnight Once a Month Other

17% 14% 14% 11% 10% 6% 4% 1% 1% 1% 2% 2% Male Female

3%

Fig. 5.23 Analysis:


Gender /Day Male Female Wednesday Weekend Once a Week Twice a Week Once a Fortnight Twice a Fortnight Once a Month Other

3% 5%

20% 16%

4% 1%

1% 1%

11% 10%

2% 2%

17% 14%

14% 6%

Table 5.23 If we see the above chart on Wednesday the female visitors are more compare to male visitors else all other day Male visitors are more compare to female visitors. Else all the other days of visit male and female ratio from target locations are almost same. Interpretation: Wednesday is a working day for working people whereas housewives can visit to stores to avail the special offers provided by Big Bazaar.

Gender v/s Mostly Bought Product in Big Bazaar


50% 40%
30% 42% 29% 24% Male 13% 6% 5% 2% 1% 0%
Furniture

30% 20% 10% 0%


Food/ Groceries

9%

Female 5%

Clothes

Home Utencils/ Plastics

Electronics

Others

Fig. 5.24 Analysis:


Gender Male Female
Food/ Groceries Clothes Home Utencils/ Plastics Electronics Furniture Others

42% 30%

29% 24%

6% 13%

5% 2%

1% 0%

9% 5%

Table 5.24 If we see into the chart we can see that Male and Female respondents visit Big Bazaar mostly for Food/Groceries, followed by Clothes and followed by Home Utensils & Plastics. Whereas Home utensils are mostly bought by Female respondents then the male respondents.

FINDINGS
Through Data Analysis: 1. As right now there is no such Hyper Market like Big Bazaar is situated near by these top most location, therefore Big Bazaar is getting the advantage of attracting these customers. Further people resident of these location also have good spending capacity therefore they dont hesitate to shop in malls. 2. On an average customers age is in between 21 to 50 who visit the store the most. 3. On an average most of the customer spent between 4001-8000. There are very few respondents whose average monthly spending is below 2500. 4. Most of the respondent travels here through Public transport like Metro Train or Buses. The reason of being using public transport is that the store is situated below the Metro station as well as public transport is a convenient mode to reach Wazirpur. 5. It is very clear that most of the respondents visit the store on weekends. 6. Most of the respondents visit the store to buy food/Groceries Items the followed by Clothes. This is because Food / Groceries & Clothes are the most consumable products in general. Whereas other products are shopped occasionally. 7. People prefer to shop at Big Bazaar primarily because of convenience where they can satisfy all their requirements. Other important factor is time constraint. Now a days people are ready to spent more to save their time. 8. Apart from Big Bazaar, people prefer to shop at local stores. The reason may be that it isnt possible for all to visit Big Bazaar stores to satisfy their urgent needs. The other reason is that these stores offer home delivery also to maintain relationship with their customers. 9. Quality, Convenience & Nearness to home plays the important role in customers purchase. Location wise if we talk people from Shakti Nagar, Wazirpur & Pitampura gives little bit of emphasis over Price of products also.

Through Personal Observation & Customer Talk: 1. During weekdays most of the customers coming in are from neighboring areas. 2. Since customers find some products missing in the store, they complain that they have to waste their time in going to other stores to buy the products which they could not find in Big Bazaar. 3. Wednesday Bazaar at Big Bazaar doesnt attract the customers that it should be. 4. Like any Mall, Big Bazaar also tries to provide comfort and make the shopping entertaining for their customers. One can see that people sometimes spent even more than two hours in Big Bazaar for their shopping needs. 5. Some people feel that Big Bazaar should keep more branded merchandise. My Leanings while working in the store: 1. Big Bazaar celebrates different activities on special occasions like Mothers Day, Childrens Day, etc. which may not directly affect the sales of store but it helps them in building Big Bazaar as a Brand. 2. While organizing events & activities I talked earlier they also offer prizes to the winners. It motivates the participants to take part in the activities and give competition to other participants. 3. The Special Events are normally set by their Zonal Office, which is situated in Gurgaon (Haryana) whereas other small activities like Kids Fashion Show, Drawing Competitions, Continues Announcements, Color competition, Sampling of exotic fruits, Blindfold (Test your senses), Peel and eat, Tongue Twister, Riddles, Hold and eat &Talking about Advantages of fruits on skin are organizes by the store according to their convenience. 4. Big Bazaars Fruit Bazaar offers best prices on fruits every Friday, Saturday & Sunday. They also do fruits sampling so that customers can taste the fruits before they buy. 5. The store runs its operation in 2 shifts for which timings are 8.00 AM for First Shift & 11.30 AM for second Shift. For both the shifts manager conduct briefing where they tells the Team Leaders & Members about their targets and achievements.

RECOMMANDATION
1. Training must be provided to sales personnel not only of their counters but for other functions also. Job rotation and training will enhance their knowledge, job profile and boost the morale of employees to effectively perform their duties and the responsibilities. 2. Customer care centre to guide and counsel the customer loyalty program. 3. Stress Buster Exercises must be organized during evenings in sessions as employees have to stand all throughout the day. 4. Exchange offers must be made clear as the consumers are often not clear about how to use them. 5. Care to be taken to maintain proper inventory levels and the varieties and offer the customer what is needed rather than offering what is available. 6. The Store personnel should be more friendly and easy approachable, they can also offer drinking water to the customers once they enter in the store. 7. Effective after Sales Service. 8. Product Uniqueness - Offer merchandise of highest quality. 9. Big bazaar should include more of branded products in its product category so as to attract the brand choosy people to come in to big bazaar. 10. Store must have to do something towards shrinkage prevention.

CONCLUSION
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. 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. The consumers preferences are changing & they are moving from Traditional Kirana stores to Modern Retail outlet. Its the main challenge to the Modern retail outlets to attract the customers towards them from that of competitors. To attract more customers companies have to carry out the promotional activities in unique way. BIG BAZAAR has maintained that uniqueness & has succeeded in attracting customers. As the competition is becoming stiff in the market the activities conducted by the company are unique, that have brought fruitful result to the company. Among them sales promotions and organizing events by Big Bazaar is one of the leading activity or unique among all other activities & has high influence on the customer walk-in.

APPENDIX-1
Major Retailers in India

Fig. 7.1

Fig. 7.2

Fig. 7.3

Fig. 7.4

Fig. 7.5

Fig. 7.6

Fig. 7.7

APPENDIX-2 Store Image:

Fig. 8.1 Organization Chart:

Fig. 8.2

Store Departments
The complete store is divided into following Departments: 1. Plastics, Utensils & Crockery (PUC) 2. Electronics 3. Toys & Sports 4. Stationary 5. Luggage 6. Footwear 7. Ladies wear (Ethnic, Western, Others) 8. Mens wear (Casual, Formal, Others) 9. Kids wear 10. Home Fashion 11. Furniture 12. Staples 13. Food 14. Non Food 15. Fruits & Vegetables (F&V) 16. Cash 17. Customer Service Desk (CSD) 18. Warehouse

SWOT ANALYSIS OF BIG BAZAAR:

Better understanding of customers helping the company to serve them better. Vast range of products under one roof helping in attracting customer and their family to shop together and enjoy the experience. Benefit of early entry into retail industry. Biggest value retail chain, diversified business operating all over India in various retail formats. Ability to get products from suppliers at discounted price due to scale of business. Huge loyal customer base therefore maximum percent of footfalls converted in sales. High brand equity in retail market. State of art infrastructure of the big bazaar outlets. Huge investment capacity.

High cost of operation due to large fixed cost. High attrition rate of employees. Lacks in branded products. Falling revenue per square fit. Unable to meet store targets on time. Long lines at billing counters which are time consuming. Overcrowded during offers.

Still lot of potential in the urban as well as rural market. Can enter into production of various products due to its in depth understanding of customers taste and preference. To bring in the customers of other retail outlet by dealing with branded products. Private label brand are becoming popular. Increase in standard of living of people and preference. Organized retails are just 7% of total pie of Indian retail market. Evolving customer preferences in recent years. Store experience improvements. Increasing mall culture in India. More people these days prefer to visit big stores where they can find large variety under one roof.

High business risk involved. Lot of competitors coming up to tap the market. Margin of business reducing all the time. Convenience of customers to near by kirana stores. Opening up of other discounted stores. Competitors, big global players are planning to foray into the market. Government policies are not defined in emerging market like India. Competition from existing value retail chains such as Reliance (fresh and trends), Hypercity and More etc. Unorganized retail also appears to be a threat to big bazaars business. A large population still prefers to visit local convenient stores for daily purchases

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QUESTIONNAIRE
1. 2. (a) 3. (a) Name: __________________________________ 2 (b) Language Spoken Mostly :____________________ 3(b) Age: __________ 3(c) Community: ___________

Locality : ___________________ Gender: Male ( ) Female ( )

4. Average Monthly Spending? < 1000 1000-2500 2500-4000 4000-6000 6000-8000 8000-10000 >10000

5. How do you commute to Big Bazaar? Two Wheeler ( ) Four Wheeler ( ) Public Transport ( ) Auto/ Rickshaw ( )

6. How often do you shop at Big Bazaar? Wednesday ( ) Once a Fortnight ( ) Weekend ( ) Twice a Fortnight ( ) Once a Week ( ) Once a Month ( ) Twice a Week ( ) Other ______________

7. What do you usually shop at Big Bazaar? Food/Groceries ( ) Furniture ( ) Clothes ( ) Home Utensils/ Plastics ( ) Electronics ( )

Others _________________

8. Why do you shop at Big Bazaar? Quality ( ) Near to Home ( ) 9. Where else do you shop apart from Big Bazaar? More ( ) Local Stores ( ) Easy Day ( ) Reliance Mart ( ) Vishal Mega Mart ( ) Low Prices ( ) Value for Money ( ) Convenience ( )

Other __________________

10. Why do you shop at that Store? Quality ( ) Low Prices ( ) Value for Money ( ) Convenience ( )

Near to Home ( )

Offer Home Delivery ( )

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BIBLIOGRAPHY
Websites & Web Pages: Pantaloon Retail India Limited Retrieved May 10, 2012 from

http://www.pantaloonretail.in/ A.T. Kearney Global Retail Development Index (GRDI) (n.d) Retrieved May 12, 2012 from http://www.atkearney.com/index.php/Publications/global-retaildevelopment-index.html Indian Retail Industry (May 2010) Retrieved May 14, 2012 from

http://www.iseindia.com/ResearchPDF/Retail_Update1.pdf Nation's GDP At Purchasing Power Parity (PPP) (January 1, 2011) Retrieved May 20, 2012 from http://www.indexmundi.com/g/r.aspx?t=100&v=65 Per Capita Income Crosses Rs 50K (Jan. 31, 2012) Retrieved May 25, 2012 from http://in.finance.yahoo.com/news/per-capita-income-crosses-rs- 123020994.html Big Bazaar unveils Power Of One campaign (Nov. 15, 2007) Retrieved June 8,2012 from http://www.moneycontrol.com/news/business/big-bazaar-unveils-

power-of-one-campaignchildrens-day_313163.html Annual Report Big Strategic Management Consultants (January, 2012) Highlights Of Indian Retail Industry-2012 Annual Report of Pantaloons Retail India Limited (PRIL)-2011-12

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