CASE: BIG BAZAR MY BAZAAR

Consumer Behavior Assignment

MODEL

Source : http://arc.typepad.com/customercrossroads/files/ARC-Customer-Experience-Model.pdf

1. Why do People Prefer to shop at Big Bazaar?

Large Variety option(65%) Cheap Price(60%) Ambience(50%)

Big Bazaar Proposition

2. Most critical influence on customer

Kirana (65%)

Big Bazar(35%)

Convenience (75%)
Quality(60%) Service(50%)

Variety (100%) Ambience(95%) Shopping Experience(90%)

Ambience Shopping 12% Experience 12% Convenienc e 18%

Price 14% Service 16% Variety 11%

Quality 17%

3. Most important factor form customer response point of view.

Variety : Customer going to big bazar consider it as the important factor.

4. Why people not shifted to big bazar completely? Why they prefer Kiran store?

Lack of convenience and Quality

60%

50%
40% 30% 20% 10% 0% 0% 25% 20% 33% 35% 39%

49%

32%

33%

18%

14% 9% 7% 3%

Kirana Store

Big Bazar

5. Will Big bazar be able to replace kirana store eventually?

No Reasons:
Economic

Dynamics: We cant have Big Bazar on every street (cost intensive) hence consumer will always find it convenient to go to kirana. Value addition: Convenience, quality and service is good for kirana. Regulations: There is govt control and regulation on cannibalization strategy of engaged by Big Bazar

Kirana vs. Organized Retail

Parameters Overhead (Distance) Customization based on customer preferences. Product Mix Marketing Strategy Used Store Personnel Store Atmosphere Freedom of choice Kiranas High High Medium Medium High Low - Medium Low Malls Low Low High High Medium High High

Customized services
Feedback System Psychological Satisfaction

High
High Medium-High

Low
Medium MediumHigh

Thanks !!