ASIM Bangalore

FINAL REPORT ON MANAGEMENT THESIS -1

A Study on Customer Satisfaction Level and Preference of Big bazaar
Over the Other Hypermarket in India:  

      An empirical study on the customer satisfaction of Big Bazaar Vs Hyper
market in Koramangala Bangalore.

Submitted by
Vinay Kumar Gupta
(8NBBP101)

Faculty Guide
Ms. Roopa Adyasha

Acknowledgement

1
I express my deep sense of gratitude to management of Big Bazaar Koramangala, for allowing
me to do my Project work in your organization.
With great pleasure and gratitude I express my sincere thanks to Mr. Shree Moorthy (Store
Manager Big Bazaar Koramangala) for granting me permission for my studies and extending his
fullest co-operation in giving a shape to my study.

I am also thankful to Ms. Christine Bhaskar, for her valuable suggestions and
enormous support.

I also owe my gratitude to my internal guide Ms. Roopa Adyasha for valuable suggestions and
guidance.

Vinay Kumar Gupta

DECLARATION:

2
I hereby declare that this Project Report on Customer perception and satisfaction on FMCG at
Big Bazaar Koramangala Bangalore,
The project required quantum of information from different sources. The following pages have
matter from the documents I have mentioned in the references section.

Company Profile - www .big bazaar.com

Information system- Sites, documents, my work
Usage and Benefit module- documents, Sites

I was fully authorized to use the information mentioned above available from internal sources
of the company.

For the completion of this project I have to do a survey for the data.
Based on the above information I have given analysis and recommendations which I have found

to be most appropriate. The analysis of the objective is also completely my effort.

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 Contents Page no.

1. Acknowledgement 2

2. Declaration 3

3. Content Page 4
List of the Charts 5
List of the tables 6
4. Executive Summary 7

5. Chapter 1
Industry Profile 8-11
Company Profile FMCG 12-15

6. Chapter 2
16-17
Research Design
7. Chapter 3
18-59
Data Analysis
8. Chapter 4
60-61
Summary of Findings
9. Chapter 5
62-63
Suggestions and Conclusion
10. References 64
11. Annexure 65

12. Questionnaire 66-67

CHARTS
Sl. No. Chart Title Page No.
1 Chart of Profile of respondent 18

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 2 Chart of Age of respondent 19
3 Chart of Qualification of respondent 20
4 Chart of Income Level of respondent 21
5 Chart of Occupation of respondents 22
6 Chart of Awareness of retail store at Bangalore (Ranking) 23-28
7 Chart of Customer visits to retail store (Ranking) 29-34
8 Chart of Have you visited Bigbazzar before 35
9 Chart of How do you come to know about the store 36-40
10 Chart of With whom do you visit Bigbazaar 41-44
11 Chart of Are you a major purchaser 45
12 Chart of How frequently you purchase 46
13 Chart of Do you purchase FMCG from Bigbazaar 47
14 Chart of What made you to purchase in store (Ranking) 48-54
15 Chart of How was the service in store 55
16 Chart of How much you spend on your purchasing 56
17 Chart of How was the sorting of FMCG 57
18 Chart of How was the quality of FMCG 58
19 Chart of What type of product you prefer 59

LIST OF TABLES
Sl. No. Particulars Page No.

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 1 Table showing Profile of respondent 18
2 Table showing Age of respondent 19
3 Table showing Qualification of respondent 20
4 Table showing Income Level of respondent 21
5 Table showing Occupation of respondents 22
6 Table showing Awareness of retail store at Bangalore 23-28
(Ranking)
7 Table showing Customer visits to retail store (Ranking) 29-34
8 Table showing Have you visited Bigbazzar before 35
9 Table showing How do you come to know about the store 36-40
10 Table showing With whom do you visit Bigbazaar 41-44
11 Table showing Are you a major purchaser 45
12 Table showing How frequently you purchase 46
13 Table showing Do you purchase FMCG from Bigbazaar 47
14 Table showing What made you to purchase in store 48-54
(Ranking)
15 Table showing How was the service in store 55
16 Table showing How much you spend on your purchasing 56
17 Table showing How was the sorting of FMCG 57
18 Table showing How was the quality of FMCG 58
19 Table showing What type of product you prefer 59

Executive summary

The study is titled “customer satisfaction level and preference “at big bazaar Koramangala
Bangalore,

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Big Bazaar is the chain of retail stores of the Pantaloon Retail (India) Ltd., Big Bazaar, a part of
the Future Group, is a hypermarket offering a huge array of goods of good quality for all at
affordable prices. Big Bazaar with over 105 outlets in different parts of India is present in both
the metro cities as well as in the small towns. Big bazaar Koramangala is also a retail store of
future group with manpower of 280 employees including sis (Shop in Shop) and promoters.
For this research work necessary data have been collected with the help of questionnaire, which
was carefully made for this study. Data were collected by the direct interview.
The present study was done in the Bangalore city, the changing face of Indian retail industry,
purchasing pattern and preference of the consumer is also changing significantly. Sincere attempt
is made in this report to consider various options and certain recommendation are made. The
future of marketing will depends on effective implementation and proper innovation and
improvement to suit the customer needs and perception.
Based on the collected information, the detailed analysis reveals these findings. The service of
sales people has a major role in the consumer buying decision. Advertisement has to lead to
purchasing decision of the consumer and it creates brand awareness. Consumers are very much
aware of the prices of the product.
Based on the collected information, I would like to suggest that Big Bazaar has to concentrate
advertisements in mass media to increase the awareness of product in the category. Educate the
sales man about the product sales. There should be improvement in customer service.
The result derived from the survey concludes that the sales people influence the respondents,
price is an important factor with regard to sales of the product.

Industry profile:
Retailing as an activity can be traced back to the time when human beings stopped
producing their requirements by them and trading came into being. Communities such as potters,

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blacksmith, and fish mongers sold their product to household. This was different from wholesale
trade that led to spice routes from Malabar to Europe and beyond through Afghanistan and to silk
routes in India and China, retail has now become an integral part of society.
Retailing defined:
Retailing involves the sale of merchandise from a fixed location, such as a store, for direct
consumption by the customer, it can be defined as an activity that ensures that customer derive
maximum value from the buying process this involves the activities and steps need to place the
merchandise made elsewhere into the hands of the customers. Retailers organize the availability
of merchandise on a large scale and supply them to consumers on a relatively small scale. In the
process they provide the accessibility of location and convenience of timing size, information
and life style support. When retailer performs the activity they create value for their customer,
who pays for these services. These values are created continuously through a combination of
service, price, accessibility and experience.
One of the major roles played by retailer is to enable the adoption of products and service.
Unless the product is made available at the store as is adopted by the retailer themselves it is
difficult to derive high values out of the marketing expenditure. The phenomenon known as a
dual adoption, states that when a product is launched, customer adopt it symbolically the actual
adoption happens only when the retailer put forth the product in the right perspective.

Retailing and development:

Retailing has always played an integral part in economic development nations with strong retail
activity have enjoyed greater economic and social progress. Retail activity provides a clear
indication of the spending patter of the consumers of a country some of the benefits of a thriving
retailing sector are
1) Access to products
2) Better merchandise
3) Not having to settle for a second or third choice when shopping for a particular product.
4) Greater customer satisfaction and higher level of customer service.

The east European countries experienced a low rate of growth when they were under the
communist regime after these countries opened up to the market forces and became a part of the

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emerging economies, retailing became one of the forces driving consumption many international
retailers gained instant popularity as they provide the customers a different from of experience.
A similar situation is now being witnessed in India, where new format stores such be seen in and
customer are deriving a significant hedonic utility out of shopping. Shopping is taking on a new
meaning in many categories, it is acquiring a major part of the leisure time of the customers.
Utilities of Retailing:
Retailing provides several utility to customer these utility have been described as distribution
service outputs by Louis p Bucklin, Bucklin classified the utilities provided by retailer
decentralization into better product availability, waiting time, lot size and variety. This implies
that retailing ensures wider product availability to customers, reduced waiting time provides
them the desired lot size and enhances the variety that is the merchandise mix availability to
customers, retailers also communicates through the store ambience and point of purchase
communication. A frame work for channel selection suggested by Rangan etal indicted that
customer tends to choose a particular channel based on eight attributes
1) Product information
2) Product customization
3) Product quality assurance
4) Lot size
5) Assortment
6) Availability
7) After sales service
8) logistics
Types of Retail Formats:
1) Department Stores: It is a large retail store organized into a number of departments,
offering a broad variety and depth of merchandise, commonly part of a retail chain.
Some of the examples are Ebony, Globes, Lifestyle, Pantaloon, Shoppers ‘Stop, and
Westside.
2) Discount Stores: These are retailers offering a broad variety of merchandise mix,
limited or no service, and low prices are characterized by low margins, heavy advertising,
low investments on fixtures, limited support from sales people, etc. Some of the discount

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 stores are Subhiksha, Big Bazaar & Margin Free Markets. Retail Stores that sell products
at prices lower than those asked by traditional retail outlets are defined as discount stores.
3) Hypermarket: A very large retail store that offers low prices and combines discounts
and superstore food retailer in one building.
4) Mom-and-pop stores and Traditional Kirana Stores: These are usually shops with a
very small area, stocking a limited range of products, varying from region to region
according to the needs of the clientele or the whims of the owners.
5) Specialty Store: A retail store offering limited number of complementary merchandise
categories and providing a high level of services to their customers. Such specialized
retail operations provide expertise, economies of scale, bargain, and image to the
particular stores.
6) Category Killers: These are giant retailers that dominate one area of merchandise; they
are able to sell them at prices even fairly large competitors cannot match.

Top Retail Players of India:

1) Pantaloon Retail: It is not only the largest retailer in India with a turnover of over Rs.
20 billion but is present across most retail segments - Food & grocery (Big bazaar, Food
bazaar), Home solutions (Hometown, furniture bazaar, collection-i), consumer electronics
(e-zone), shoes (shoe factory), Books: music & gifts (Depot), Health & Beauty care
services (Star, Sitara and Health village in the pipeline), e-tailing (Futurbazaar.com),
entertainment (Bowling co). It has 450 stores across the country employing more than
18,000 people.

2) K Raheja Group: They forayed into retail with Shopper’s Stop, India’s first
departmental store in 2001. They have signed a 50:50 joint venture with the Nuance
Group for Airport Retailing. The group has announced plans to establish a network of 55
hypermarkets across India with sales expected to cross the US$100 million mark by
2010.

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3) Tata group: Established in 1998, Trent - one of the subsidiaries of Tata Group -
operates Westside, a lifestyle retail chain and Star India Bazaar. Tata’s has also formed a
subsidiary named Infiniti retail which consists of Croma, a consumer electronics chain.
Trent plans to open 27 more stores across India.
4) RPG group: One of the first entrants into organized food & grocery retail with Food
world stores in 1996. RPG has Spencer’s Hyper, Super, Daily and Express formats and
Music World stores across the country.
5) Piramal Group: India's first true shopping mall of international standards, called
Crossroads; a lifestyle department store named Piramyd Megastore; and a family
entertainment centre known as Jammin. They plan to open 150 stores in the next 5 years.
6) Subhiksha: Subhiksha is a Chennai-based, decade old, no frills, food, grocery, pharma
and telecom, discount retail chain. ICICI Venture Capital holds 24% in the equity capital
of Subhiksha. It has more than 500 stores across the country.

7) AV Birla Group: They have a strong presence in apparel retailing through Madura
garments which is subsidiary of Aditya Birla Nuvo Ltd. They own brands like Louis
Phillipe, Van Heusen, Allen Solly, Peter England, Trouser town.

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Company profile
Future group is one of the country’s leading business groups present in retail, asset management,
consumer finance, insurance, retail media, and retail space and logistic. The group’s flagship
company, Pantaloon retail India Limited operates over 10 million square feet of retail space, has
over 1000 stores and employees over 30000
Future Group is present in 61 cities and 65 rural locations in India. Some of its leading retail
formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, EZone, Depot,
Future Money and online retail format, future bazaar. Com.

Overview of Big Bazaar:

Big Bazaar is the chain of retail stores of the Pantaloon Retail (India) Ltd., Big Bazaar, a part of
the Future Group, is a hypermarket offering a huge array of goods of good quality for all at
affordable prices. Big Bazaar with over 105 outlets in different parts of India is present in both
the metro cities as well as in the small towns. It follows the business model as Wal-Mart and has
considerable success in many Indian cities and small towns. Big Bazaar has no doubt made a big
name in the retail industry of India, moreover shopping here is further made a memorable
experience with the varied rates of discounts on products as well as discount vouchers available
in a variety of amounts, and Currently Big Bazaar stores are located only in India. It is the
biggest and the fastest growing chain of department store and aims to have 150 by June 2009 and
350 stores by the end of year 2010.

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 the Indian customers. Big
Bazaar targets higher and upper middle class customers. The large and growing young working
population is a preferred customer segment. Big Bazaar specifically targets working women and
home makers who are the primary decision makers. This is totally in contrast to the other
organized retail players, which focus on high net-worth of individuals. The company is facing

12
limited competition from the organized retailers but strong competition from the downtown
center’s unorganized retailers.
Big bazaar Koramangala is also a retail store of future group with manpower of 280 employees
including sis (Shop in Shop) and promoters.

Group Vision:
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner.

Group Mission:
We share the vision and belief that our customer and stakeholder shall be served only by creating
and executing future scenarios in the consumption space leading to economic development.
We will be the trendsetter 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 sufficient, 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

Core Values:
1. Indianans: confidence in ourselves.
2. Leadership: to be a leader, both in thought and business.
3. Respect and Humility: to respect every individual and be humble in our conduct.
4. Introspection: leading to purposeful thinking.
5. Openness: to be open and receptive to new ideas, knowledge and information.
6. Valuing and Nurturing Relationships: to build long term relationship.
7. Simplicity and Positivity: Simplicity and positivity in our thought, business and action.
8. Adaptability: to be flexible and adaptable, to meet challenges.
Major milestones:

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1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trousers,
India’s first formal trouser brand.
1991 Launch of BARE, the Indian Jeans Brand.
1992 Initial public offer (IPO) was made in the month of May
1994 The Pantaloon Shoppe-exclusive menswear store in franchisee format launched across
the nation. The company starts the distribution of branded garments through multi- brand retail
outlets across the nation.

1995 John Miller- Formal shirt brand launched.

1997 Pantaloon- India’s family store launched in Kolkata.
2001 Big Bazaar, Is se sasta aur accha kahi nahin- India’s first hypermarket chain launched.
2002 Food Bazaar the supermarket chain is launched.
2004 Central- Shop, Eat, Celebrate in the Heart of our city-India’s first seamless mall is
launched in Bangalore.
2005 Fashion Station- the popular fashion chain is launched
ALL-‘a little larger’-exclusive store for plus-size individuals is launched
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 Collection I, Furniture Bazaar, Shoe Factory, EZone, Depot and
futurebazaar.com are launched across the nation.
Group enters into joint venture agreements with ETAM Group and Generali.

Fast Moving Consumer Goods (FMCG):

FMCG are products that are sold quickly at relatively low cost. Though the absolute profit made
on FMCG products is relatively small, they generally sell in large quantities, so the cumulative
profit on such products can be large. Examples of FMCG generally include a wide range of
frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning
products, shaving products and detergents, as well as other non-durables such as glassware, light
bulbs, batteries, paper products and plastic goods , FMCG may also include pharmaceuticals,
consumer electronics, packaged food products and drinks, although these are often categorized
separately.

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FMCG products contrast with durable goods or major appliances such as kitchen appliances,
which are generally replaced less than once a year. In Britain, "white goods" in FMCG refers to
large household electronic items such as refrigerators. Smaller items such as TV sets and stereo
systems are sometimes termed "brown goods"

Some of the best known examples of Fast Moving Consumer Goods companies include Red
Bull, Clorox, Colgate-Palmolive, General Mills, H. J. Heinz, Cadbury's, Reckitt Benckiser, Sara
Lee, Nestlé, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kimberly-Clark, Kraft, Pepsi,
Warburtons, Wilkinson, Barilla Group and Mars

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 RESERCH DESIGN
Introduction:
The Oxford English dictionary defines “Research” as the systematic investigation in to the study
of materials and source in order to establish facts and reach new conclusion. A research design in
a preliminary design of research work to be carried out is an agreement to be condition for
collection and analysis of data in manner that aims to combine prevalence of research design
helps to achieve the objective. It specifies the various tools to be used for collection data,
techniques use to interpret and analysis of data and finally concluding on the certain points with
the findings and recommendations.
Statement of the problem
The primary objective of the study is to understand the customer perception FMCG product at
Big Bazaar Koramangala Bangalore.

Sub Objective
1) To determine the frequency of consumer purchase.
2) To understand the satisfaction level of the customer.
3) To understand what type of product customer prefers.
4) To know consumers awareness of Big Bazaar.
5) To know the purchasing pattern of the consumer.
6) To know what influence the consumer to purchase at Big Bazaar.
7) To understand overall factions of organized retail.

Scope:
The scope of the project indicates the limits of the study conducted. This study was undertaken
to study of customer perception of FMCG product in Big Bazaar from 29-12-08 to 29-01-09. The
information has been collected from the customer of Big Bazaar.
Methodology:
Source of data:

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Data are facts, figures another relevant materials, past and present, serving as bases for study an
analysis. The data serves as bases for analysis the method of collecting data were gathered
through survey and sample survey was conducted through structured questionnaires
Primary data:
. 1) Questionnaire method: The primary data is collected from the people who came to Big
Bazaar, Bangalore by asking them to fill the structured format of questionnaire

2) Personal interaction with company officials and customers: The primary data was also
collected by having direct interactions with the people about their opinions.

Secondary data:

1) Company guide and faculty

2) Company leaflets, Company booklet, journals, magazines and websites.
Sampling unit:
The sampling unit for this study was all men and women who visited Big Bazaar karamangala
Bangalore.
Geographical location:
The are where the study had been undertaken is Bangalore.
Sample size:
The sample size taken for this survey is 150 respondents who are presently living in Bangalore.
Data Analysis Method:
The measurement and evaluation of the data is done using statistical tools and techniques such as

Simple Percentage Method were the data has been analyzed taking the simple percentage and by

using Graphical representation were the pie chart and bar charts are been used.

Limitations:
1) Time period allotted for this research study was only six weeks that is from 24 th
December 2008 to 1st February 2009. In this allotted time field survey was carried on
and necessary information was collected.
2) They are being surveyed is limited to Karnataka’s capital and only one city i.e. Big
Bazaar, Bangalore.

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 3) Sample size has been restricted to only 150 customers as the respondent against a large
number of populations.

DATA ANALYSIS
The study is conducted in order to find out the customer perception of FMCG product with
special focus on Big Bazaar. The study is conducted at Big Bazaar Koramangala Bangalore and
it comprises of data collected through quantitative analysis. The analysis has been done as below.

Profile of respondents

This question was asked to know the gender of the customer who visits the Big bazaar. This is
important to know most of the customer of Bigbazaar is male or female.

Table No.3.1 Gender

Profile Frequency Percent

Male 81 54.0
Female 69 46.0
Total 150 100.0

gender

60

50
P e rc e n t

40

30

20

10

0
male female
gender

Analysis
From the sample selected, 54% were male and 46% were female customer of big bazaar

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Age of the respondents

This question was asked to know the age of the customer who visits the Big bazaar. This is
important to know customer of the bigbazaar is youth or aged people.

Table No.3.2 Age

Age Frequency Percent

20-24 46 30.7
25-29 24 16.0
30-34 26 17.3
35-39 25 16.7
40 and above 29 19.3
Total 150 100.0

age

30
P e rc e n t

20

10

0
20-24 25-29 30-34 35-39 40 and
above

age

19
Analysis
Out of the sample size of 150 respondents, nearly 31% fall in the category of above 20 and
below 25, 16% fall in above 25 and below 30, 17% falls in above 30 and below 35, 17% falls in
above 35 and below 40n and remaining 19% people fall in the category of above 40 groups
Educational qualification of respondent

This question was asked to know the qualification of the customer of big bazaar. This is
important to know the people who purchase from big bazaar are educated or not

Table no.3.3 Qualification

Qualification Frequency Percent

Sslc 1 .7
Puc 20 13.3
Degree 86 57.3
post graduation 39 26.0
PhD 4 2.7
Total 150 100.0

qualification

60

50
P e rc e n t

40

30

20

10

0
sslc puc degree post phd
graduation

qualification

20
Analysis
From the above table we come to know that 1% of the respondent had an educational
qualification of up to metric, 70% were finished their PUC and degree, remaining 29% were
finished their PG and PhD.

Monthly Income level of respondents

This question is asked to know the income level of customer of big bazaar. This is important to
know the customer of big bazaar is middleclass or upper class

Table No.3.4 Income

Income Frequency Percent

below 15000 24 16.0
15000-29000 91 60.7
30000-44000 27 18.0
45000-60000 7 4.7
above60000 1 .7
Total 150 100.0

income

60
P e rc e n t

40

20

0
below 15000- 30000- 45000- above60000
15000 29000 44000 60000

income

21
Analysis
The above table shows that 16% had an income below 15000, 61% respondent had an income
15000-30000, 18% of respondent had an income 30000-45000, 5% of respondent had an income
45000-60000 and remaining 1% had an income above 60000

Occupation of respondents

This question is asked to know the occupation of customer of big bazaar. This is important to
know the customer of big bazaar is working class people or housewives or students.

Table No.3.5 Occupation

Occupation Frequency Percent

Student 29 19.3
Professional 96 64.0
housewife 22 14.7
Retired 3 2.0
Total 150 100.0

occupation

60
P e rc e n t

40

20

0
student professional housewife retired

occupation

22
Analysis
The above table shows that 19% of the respondents were students, 64% were professional, 15%
were housewife, and remaining 2% were retired
Awareness of retail store at Bangalore
This question is asked to know the awareness of the people about the retail store at Bangalore.
This is important to know the awareness of people about big bazaar.
Ranking for the big bazaar

Table No.3.6 Big Bazaar

Big Bazaar Frequency Percent

rank1 82 54.7
rank2 32 21.3
rank3 18 12.0
rank4 11 7.3
rank5 6 4.0
rank6 1 .7
Total 150 100.0

Big Bazaar

60

50
P e rc e n t

40

30

20

10

0
rank1 rank2 rank3 rank4 rank5 rank6
Big Bazaar

23
Analysis

55% of the respondent raked first rank, 21 % as second rank, 12% as third rank, 7% as forth
rank, 4% as fifth rank and remaining 1% as sixth rank.

Ranking for the more

Table No.3.7 More

More Frequency Percent

rank1 16 10.7
rank2 28 18.7
rank3 49 32.7
rank4 37 24.7
rank5 15 10.0
rank6 5 3.3
Total 150 100.0

More

40

30
P e rc e n t

20

10

0
rank1 rank2 rank3 rank4 rank5 rank6

More

24
Analysis

10% of the respondent raked first rank, 19 % as second rank, 33% as third rank, 25% as forth
rank 10% as fifth rank and remaining 4% as sixth rank.
Ranking for the reliance fresh

Table No.3.8 Reliance Fresh

Reliance Frequency Percent

rank1 26 17.3
rank2 43 28.7
rank3 42 28.0
rank4 23 15.3
rank5 8 5.3
rank6 8 5.3
Total 150 100.0

Reliance Fresh

30

25
P e rc e n t

20

15

10

0
rank1 rank2 rank3 rank4 rank5 rank6

Reliance Fresh

25
Analysis

17% of the respondent raked first rank, 29 % as second rank, 28% as third rank, 15% as forth
rank 5% as fifth rank and remaining 5% as sixth rank.

Ranking for the spar

Table No.3.9 Spar

Spare Frequency Percent

rank1 8 5.3
rank2 35 23.3
rank3 24 16.0
rank4 54 36.0
rank5 25 16.7
rank6 4 2.7
Total 150 100.0

Spar

40

30
Percent

20

10

0
rank1 rank2 rank3 rank4 rank5 rank6

Spar

26
Analysis

5.3% of the respondent raked first rank, 23 % as second rank, 16% as third rank, 36% as forth
rank 17% as fifth rank and remaining 3% as sixth rank.

Ranking for the star

Table No.3.10 Star

Star Frequency Percent

rank1 11 7.3
rank2 8 5.3
rank3 12 8.0
rank4 21 14.0
rank5 91 60.7
rank6 7 4.7
Total 150 100.0

Star

60
P e rc e n t

40

20

0
rank1 rank2 rank3 rank4 rank5 rank6
Star

27
Analysis

7% of the respondent raked first rank, 5 % as second rank, 8% as third rank, 14% as forth rank
61% as fifth rank and remaining 5% as sixth rank.
Ranking for the any other

Table No. 3.11 Anyother

Any other Frequency Percent

rank1 7 4.7
rank2 4 2.7
rank3 5 3.3
rank4 4 2.7
rank5 5 3.3
rank6 125 83.3
Total 150 100.0

Anyother

100

80
P ercen t

60

40

20

0
rank1 rank2 rank3 rank4 rank5 rank6
Anyother

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Analysis

5% of the respondent raked first rank, 3 % as second rank, 3% as third rank, 3% as forth rank 3%
as fifth rank and remaining 83% as sixth rank.
Customer visits to retail store

This question is asked to know which of the retail store people visits most in Bangalore. This is
important to know the visiting frequency of the people to big bazaar.

Ranking for the Big Bazaar

Table No. 3.12 Big Bazaar

Big Bazaar Frequency Percent

rank1 79 52.7
rank2 31 20.7
rank3 21 14.0
rank4 12 8.0
rank5 6 4.0
rank6 1 .7
Total 150 100.0

Big Bazaar

60

50
P e rc e n t

40

30

20

10

0
rank1 rank2 rank3 rank4 rank5 rank6
Big Bazaar

29
Analysis

53% of the respondent raked first rank, 21 % as second rank, 14% as third rank, 8% as forth rank
4% as fifth rank and remaining 7% as sixth rank.

Ranking for the more

Table No. 3.13 More

more Frequency Percent

rank1 16 10.7
rank2 32 21.3
rank3 48 32.0
rank4 35 23.3
rank5 15 10.0
rank6 4 2.7
Total 150 100.0

More

40

30
P e rc e n t

20

10

0
rank1 rank2 rank3 rank4 rank5 rank6
More

Analysis

30
11% of the respondent raked first rank, 21 % as second rank, 32% as third rank, 23% as forth
rank 10% as fifth rank and remaining 3% as sixth rank.

Ranking for the reliance fresh

Table No.3.14 Reliance Fresh

Reliance Frequency Percent

rank1 30 20.0
rank2 39 26.0
rank3 40 26.7
rank4 23 15.3
rank5 10 6.7
rank6 8 5.3
Total 150 100.0

Reliance Fresh

30

25

20
P ercen t

15

10

0
rank1 rank2 rank3 rank4 rank5 rank6
Reliance Fresh

31
Analysis

20% of the respondent raked first rank, 26 % as second rank, 27% as third rank, 15% as forth
rank 7% as fifth rank and remaining 5% as sixth rank.

Ranking for the spar

Table No. 3.15 Spar

Spar Frequency Percent

rank1 7 4.7
rank2 33 22.0
rank3 23 15.3
rank4 59 39.3
rank5 22 14.7
rank6 6 4.0
Total 150 100.0

Spar

40

30
P e rc e n t

20

10

0
rank1 rank2 rank3 rank4 rank5 rank6
Spar

32
Analysis

5% of the respondent raked first rank, 22 % as second rank, 15% as third rank, 39% as forth rank
15% as fifth rank and remaining 4% as sixth rank.

Ranking for the star

Table No.3.16 Star

Star Frequency Percent

rank1 10 6.7
rank2 10 6.7
rank3 12 8.0
rank4 18 12.0
rank5 91 60.7
rank6 8 5.3
63.00 1 .7
Total 150 100.0

Star

60
P e rc e n t

40

20

0
rank1 rank2 rank3 rank4 rank5 rank6 63.00
Star

33
Analysis

7% of the respondent raked first rank, 7 % as second rank, 8% as third rank, 61% as forth rank
5% as fifth rank and remaining 7% as sixth rank.

Ranking for the any other

Table No. 3.17 Any other

Any other Frequency Percent

rank1 9 6.0
rank2 5 3.3
rank3 5 3.3
rank4 5 3.3
rank5 6 4.0
rank6 120 80.0
Total 150 100.0

Anyother

80

60
P e rc e n t

40

20

0
rank1 rank2 rank3 rank4 rank5 rank6
Anyother

34
Analysis

6% of the respondent raked first rank, 3 % as second rank, 3% as third rank, 3% as forth rank 4%
as fifth rank and remaining 80% as sixth rank.
Have you visited big bazaar before

This question is asked to know the whether the customer who visited the big bazaar first time or
is she/he the permanent customer of the big bazaar.

Table No.3.18

Visits Frequency Percent

Yes 147 98.0
No 3 2.0
Total 150 100.0

Have you visited Bigbazaar before

100

80
P e rc e n t

60

40

20

0
yes no

Have you visited Bigbazaar before

35
Analysis

98% of the respondent said that they visited Big Bazaar, and 2% of respondent said that they did
not visit the big bazaar before
How do u come to know about the store
This question was asked to know the how people come to know about big bazaar. This is
important to know how big bazaar can improve its communication strategy.

Table No.3. 19 TVads

TV ads Frequency Percent

Yes 44 29.3
no 106 70.7
Total 150 100.0

TVads

80

60
P e rc e n t

40

20

0
yes no
TVads

36
Analysis

29% of the respondent said that they came know about big bazaar through TV ads

Table No.3.20 Newspaper

Newpaper Frequency Percent

yes 51 34.0
no 99 66.0
Total 150 100.0

Newspaper

60

40
Percent

20

0
yes no
Newspaper

37
Analysis

51% of the respondent said that they came know about big bazaar through News Paper ads This
shows that newspaper plays an important role.

Table No.3.21 Hoardings

Hoardings Frequency Percent

Yes 38 25.3
No 112 74.7
Total
150 100.0

Hoardings

80

60
Percent

40

20

0
yes no
Hoardings

38
Analysis

25% of the respondent said that they came know about big bazaar through Hoardings ads

Table No.3.22 Friends

Friends Frequency Percent

Yes 50 33.3
No 100 66.7
Total
150 100.0

Friends

60
P e rc e n t

40

20

0
yes no

Friends

39
Analysis

33% of the respondent said that they came know about big bazaar through Friends

Table No.3.23 Others

Others Frequency Percent

Yes 9 6.0
No 141 94.0
Total
150 100.0

Others

100

80
P e rc e n t

60

40

20

0
yes no

Others

40
Analysis

6% of the respondent said that they came know about big bazaar through other Medias

With whom do you visit Big Bazaar

This question was asked to know with whom customer of big bazaar visit to the store, whether
they visit alone or with family or with friends,

Table No. 3.24 Family

Family Frequency Percent

yes 80 53.3
no 70 46.7
Total 150 100.0

Family

60

50

40
P e rc e n t

30

20

10

0
yes no
Family

41
Analysis

53% of the respondent said that they came to Big Bazaar with family and 47% of the respondent
said that they don’t come with family

Table No.3.25 Friends

Friends Frequency Percent

yes 74 49.3
no 76 50.7
Total
150 100.0

42
 Friends

60

50

40
P e rc e n t

30

20

10

0
yes no
Friends

Analysis

49% of the respondent said that they came to Big Bazaar with friends and 51% of the respondent
said that they don’t come with friends

Table No.3.26 Alone

Alone Frequency Percent

Yes 35 23.3
No 115 76.7
Total
150 100.0

43
 Alone

80

60
Percent

40

20

0
yes no
Alone

Analysis

23% of the respondent said that they came to Big Bazaar alone and 77% of the respondent said
that they don’t come alone
Table No. 3.27 Any other

Anyother Frequency Percent

Yes 3 2.0
No 147 98.0
Total
150 100.0

44
 Anyother

100

80
P e rc e n t

60

40

20

0
yes no
Anyother

Analysis

2% of the respondent said that they came to Big Bazaar with others and 98% of the respondent
said that they don’t come with other
Are your a major purchases done from Big Bazaar
This question was asked to the quantity of product purchased by the customer at big bazaar.
Table No. 3.28

Purchases Frequency Percent

Yes 116 77.3
No 34 22.7

45
 Total

150 100.0

Are you a major purchaser

80

60
P e rc e n t

40

20

0
yes no

Are you a major

purchaser
Analysis
77% of the respondent said that their major purchases done from Big Bazaar and 23% of
respondent said that their major purchases not done from Big Bazaar

How frequently you purchase at Big Bazaar

This question was asked to know the frequency of the customer visit to the store, this is
important to know whether the customer visit weekly, monthly or once in 15 days

Table no. 29

Frequency Frequency Percent

46
 Weekly 35 23.3
Fortnightly 41 27.3
Monthly 54 36.0
every three months 20 13.3
Total
150 100.0

How frequently you purchase

40
P e rc e n t

30

20

10

0
weekly fortnightly monthly every
three
months

How frequently you purchase

Analysis

23% of the respondent said that they purchase from Big Bazaar weekly, 27% said that
fortnightly, and 36% said that monthly, remaining people said that every three months
Do you purchase FMCG from Big bazaar
This question was asked to know whether the customer purchase FMCG from big bazaar or not.
Table No. 3.30

Purchases Frequency Percent

yes 143 95.3
No 7 4.7

47
 Total
150 100.0

Do you purchase fmcg from Bigbazaar

100

80
P e rc e n t

60

40

20

0
yes no

Do you purchase fmcg from Bigbazaar

Analysis

95% of the respondent said that they purchases FMCG from Big Bazaar and 5% of the
respondent said that they don’t purchase from big bazaar
What made you to purchase in store
This question was asked to know what made the customer to purchase FMCG from big bazaar.
This is important to know whether the price, quality, ambience, service, variety or any other
thing that made the customer to purchase from big bazaar

Ranking for the price

48
Table No. 3.31 Price

Price Frequency Percent

rank1 77 51.3
rank2 28 18.7
rank3 23 15.3
rank4 14 9.3
rank5 6 4.0
rank6 2 1.3
Total 150 100.0

Price

60
Analysis
50
51% of the
respondent
P e rc e n t

40

30
raked first
rank, 19%
20
as second
10 rank, 15%

0
as third
rank1 rank2 rank3 rank4 rank5 rank6
Price rank, 9%
as forth rank 4% as fifth rank and remaining 1% as sixth rank.
Ranking for the quality

Table No.3. 32 Quality

Quality Frequency Percent

rank1 11 7.3
rank2 29 19.3
rank3 35 23.3
rank4 47 31.3
rank5 19 12.7
rank6 9 6.0
Total 150 100.0

49
 Quality

30
P e rc e n t

20

10

0
rank1 rank2 rank3 rank4 rank5 rank6

Quality

Analysis

7% of the respondent raked first rank, 19% as second rank, 23% as third rank, 31% as forth rank
13% as fifth rank and remaining 6% as sixth rank.
Ranking for the ambience

Table No. 3.33 Ambience

Ambience Frequency Percent

rank1 18 12.0
rank2 19 12.7
rank3 30 20.0
rank4 25 16.7
rank5 44 29.3
rank6 13 8.7
rank7 1 .7
Total 150 100.0

50
 Ambience

30

25

20
P e rc e n t

15

10

0
rank1 rank2 rank3 rank4 rank5 rank6 rank7

Ambience

Analysis

12% of the respondent raked first rank, 13 % as second rank, 20% as third rank, 17% as forth
rank, 29% as fifth rank, 8% as sixth rank. Remaining 1% ranked seventh
Ranking for the service

Table No. 3.34 Service

Service Frequency Percent

rank1 10 6.7
rank2 31 20.7
rank3 33 22.0
rank4 39 26.0
rank5 22 14.7
rank6 14 9.3
rank7 1 .7

51
 Total 150 100.0

Service

30

25
P e rc e n t

20

15

10

0
rank1 rank2 rank3 rank4 rank5 rank6 rank7
Service

Analysis

7% of the respondent raked first rank, 21 % as second rank, 22% as third rank, 26% as forth
rank, 15% as fifth rank, 9% as sixth rank. Remaining 7% ranked seventh

Ranking for the offers

Table No. 3.35 Offers

Offers Frequency Percent

rank1 24 16.0
rank2 36 24.0
rank3 19 12.7
rank4 17 11.3
rank5 41 27.3
rank6 13 8.7

52
 Total 150 100.0

Offers

30

25

20
P e rc e n t

15

10

0
rank1 rank2 rank3 rank4 rank5 rank6
Offers

Analysis

16% of the respondent raked first rank, 24 % as second rank, 13% as third rank, 11% as forth
rank, 27% as fifth rank, 8% as sixth rank.

Ranking for the variety

Table No.3.36 Variety

Variet Frequency Percent

rank1 10 6.7
rank2 6 4.0
rank3 11 7.3
rank4 7 4.7
rank5 16 10.7
rank6 97 64.7

53
 rank7 3 2.0
Total 150 100.0

Variety

60
P e rc e n t

40

20

0
rank1 rank2 rank3 rank4 rank5 rank6 rank7

Variety

Analysis

7% of the respondent raked first rank, 4 % as second rank, 7% as third rank, 5% as forth rank,
11% as fifth rank, 65% as sixth rank. Remaining 2% ranked seventh
Ranking for the other

Table No. 3.37 Any other

Any other Frequency Percent

rank1 1 .7
rank2 1 .7
rank5 1 .7
rank6 3 2.0
rank7 144 96.0
Total 150 100.0

54
 Anyother

100

80
P erce n t

60

40

20

0
rank1 rank2 rank5 rank6 rank7
Anyother

Analysis

1% of the respondent raked first rank, 1 % as second rank, 1% as fifth rank, 2% as sixth rank.
Remaining 96% ranked seventh
How was the service in store

This question was asked to know how customer perceives the service provided by the employee
at big bazaar. This is important because big bazaar can improve the service in the store.

Table No. 3.38

Service Frequency Percent

Excellent 11 7.3
very good 60 40.0
Good 51 34.0
Average 27 18.0

55
 Poor 1 .7
Total 150 100.0

How was the service in store

40

30
P e rc e n t

20

10

0
excellent very good good average poor
How was the service in store

Analysis

8% of respondent said that service in the store is excellent, 40% said that very good, 34% said
that good, 18% said that average and remaining people said that poor
How much you spend on your purchasing

This question was asked to know the amount that customer spends in big bazaar for purchasing
FMCG.

Table No. 3.39

Purchasing Frequency Percent

below 1000 37 24.7
1000-3000 76 50.7
3000-5000 33 22.0
above 5000 4 2.7

56
 Total
150 100.0

How much you spend on your

purchasing

60

50
P e rc e n t

40

30

20

10

0
below 1000 1000-3000 3000-5000 above 5000
How much you spend on your
purchasing

Analysis

25% of respondent said that they spend below 1000 Rs for their purchasing, 51% said that
around 1000-3000, 22% said that around 3000-5000, 3% said that above 5000
How was the sorting of FMCG

This question was asked to know how customer perceive the sorting of FMCG at big bazaar.
This is important because big bazaar can improve the sorting of the product.

Table No. 3.40

Sorting Frequency Percent

excellen
9 6.0
t
very
43 28.7
good

57
 good 75 50.0
average 22 14.7
poor 1 .7
Total 150 100.0

How was the sorting of fmcg

50

40
P e rc e n t

30

20

10

0
excellent very good good average poor
How was the sorting of fmcg

Analysis

6% of respondent said that sorting of FMCG at Big Bazaar is excellent, 29% said that very good,
50% said that good, 14% said that average and remaining people said that poor
How was the quality of FMCG

This question was asked to know how customer perceive the quality of the product provided by
the big bazaar. This is important because company can improve the quality of the product.

Table No. 3.41

Quality Frequency Percent

Excellent 11 7.3
very good 45 30.0
Good 79 52.7

58
 Average 14 9.3
Poor 1 .7
Total 150 100.0

How was the quality of fmcg

60

50

40
Percent

30

20

10

0
excellent very good good average poor
How was the quality of fmcg

Analysis

7% of respondent said that quality of FMCG at Big Bazaar is excellent, 30% said that very good,
53% said that good, 9% said that average and remaining people said that poor

What type of product do you prefer?

This question was asked to know what type of product customer prefer whether branded or non
branded.

Table No. 3.42

Preference Frequency Percent

Branded 52 34.7
non branded 15 10.0

59
 Both 83 55.3
Total 150 100.0

What type of product do you prefer

60

50

40
P e rc e n t

30

20

10

0
branded non branded both
What type of product do you prefer

Analysis

35% of the respondent said that they prefer branded product, 10% said that non branded,
remaining people said that both branded and non brand.
Findings
In a research the findings place an importance place. The various findings from the study are as
follows:
 Nearly 23% of the consumer purchase from Big Bazaar weekly, 27% of the consumer
purchases from Big Bazaar fortnightly,36% of the consumer go to the Big Bazaar once in
a month, only few customers go to Big Bazaar once in three months
 Most of the consumers are satisfied with the price of the product sold in Big Bazaar,
consumers also satisfied with service provided by the sales people, consumers satisfied

60
 with offers and variety of the product provided by the Big Bazaar, but most of the
consumers are not satisfied with the quality of the product sold in the Big Bazaar.
 35% of the customers have an opinion that they prefer branded product,10% of the
consumers have an opinion that they prefer non banded product, remaining 55% of the
consumer prefer both branded and non branded product.
 The rankings based on the awareness of Big Bazaar, 55% of the consumer raked first
rank, 21 % as second rank, remaining consumer ranked third, fourth, fifth, sixth
respectively, This indicates that the majority of the consumer aware abut Big Bazaar.
 Most of the consumer visits Big Bazaar between 4pm to 8pm, 25% of consumer spend
below 1000Rs for their purchase of FMCG, 22% of consumer spends around 1000-
3000Rs, 3% of the consumer spends around 3000-5000Rs, remaining consumer spends
above 5000Rs for their purchase of FMCG
 Price, Quality, Ambience, Service, Offers, Variety provided by the Big Bazaar influence
the consumer to purchase at Big Bazaar, 51% of the consumer raked first rank for price
that influence them to purchase at Big Bazaar, 12% of the consumer raked first rank for
ambience that influence them to purchase at Big Bazaar, 16% of the consumer raked first
rank for offers, 7% of the consumer raked first rank service,7% of the consumer raked
first rank variety, this indicates that most of the consumer are influenced by price,
ambience and offers.
 Nearly 6% of consumer have an opinion that sorting of FMCG at Big Bazaar is excellent,
29% of the consumer have an opinion that sorting of FMCG at Big Bazaar is very good,
50% of the consumer have an opinion that sorting of FMCG at Big Bazaar is good, 14%
of have an opinion that sorting is average and remaining people said that poor, this
indicates that majority of consumer have an good opinion about sorting of product at Big
Bazaar.
 Nearly 7% of consumer have an opinion that quality of FMCG at Big Bazaar is excellent,
30% of consumer have an opinion that quality of FMCG at Big Bazaar is very good, 53%
of consumer have an opinion that quality of FMCG at Big Bazaar is good, 9% of
consumer have an opinion that quality of FMCG at Big Bazaar is average and remaining
people said that poor, this indicates that there is a mixed opinion about the quality of the
FMCG at Big Bazaar.

61
 It has been seen that 8% of respondent feel that service in the store is excellent, 40% of
the respondent feel that service is very good, 34% feel that service good,18% feel that
service is average and remaining people said that poor, this indicates that there is mixed
opinion regarding the service provided by the Big Bazaar.
 This study shows that 53% of the consumer go to Big Bazaar with family, 49% of
consumer go to Big Bazaar with friends, 23% of the consumer go to Big Bazaar alone,
remaining consumer go to Big Bazaar with other people.
 Nearly 44% of the customers came know about big bazaar through TV ads
51% of the customers came know about big bazaar through News Paper ads, 25% of the
customers came know about big bazaar through Hoardings ads, 33% of the customers
came know about big bazaar through Friends, 6% of the customers came know about big
bazaar through other Medias
 Consumers are very much aware of the prices of the related products in the markets and
also the consumers are more of the quality of the products.
 Consumers prefer direct interaction with sales people rather than resorting to other means
because the sales persons are more knowledgeable about the product.

Suggestion
 The study shows that service is more important in retail outlet, so educate all the sales
people about the product.
 It is found from the study that quality of the product at Big Bazaar is poor so improve the
quality of the product.
 Concentrate advertisements in mass media to boost sales.
 Providing value to the customers, by availing extra benefits of services to the customers

62
 and create a customer loyalty for its organization.
 The company should keep in touch with its customers in regular period; it can be done in
times of festivals by giving greetings, so that the customers feel that the company gives
them special attention.
 This study shows that most of the customers who visit Big Bazaar to purchase are
students and fall in the age group of 20-30, so there is a need for increasing the branded
products in the outlet.
 The study shows that newspaper ad is the major source of information about Big Bazaar
so newspaper ads should be concentrated more.

Conclusion
Success of an organization depends mainly on its market abilities. For this a marketer should
know the needs, requirements and preferences of the target market. The marketer is required
to make a detailed study of the expectation of the customers and then take required steps to
fulfill these needs. This has been the main motive for conducting this survey, so that
expectation and perception of the customer are studied and their expectations are met in the
best possible manner. The survey that has been conducted at Big Bazaar about customer
perception with regard to FMCG has been very helpful in knowing the perception of

63
 customer and with help of this survey the organization will be in a better position to take
certain decisions about the changes that has to be made in order to cater to the needs of the
customer. Customer perception surveys can deliver powerful incisive information and
provide ways to gain a competitive edge. When measuring customer perception, companies
can take advantage of solution to gather critical feedback.
The competition that Big Bazaar facing in the current marketing scenario is immense. Hence
certain strategies can be adopted by the organization to overcome this completion. It could be
by investing in advertisements or taking certain steps to build a strong brand image in the
minds of the people with the help of which they can obtain an excellent base of brand loyal
customers. As per the survey, respondents are of the opinion that the quality of product is not
good. Hence maintain and improve the quality of the product.
If all these measures are adopted and followed, the organization can perform phenomenally
and achieve all their desired goals and reach great heights.

REFERENCES:

1) Big Bazaar Annual Report, Various manuals, circulars, broachers issued by the company.
2) Kotler Philip, and Kevin Lane Keller, Marketing Management- A South Asian
Perspective, Pearson Education Publications , 2006
3) Berman Barry, Joel R Evans, A Strategic Approach – Retail Management, 9th Edition;

4) Article that published in newspaper and Marketing Mastermind.

5) Article by Kishor Biyani “It happened in India”

64
Web Sites
www.pantaloonindia.com www.retailindia.com
www.bigbazaar.com www.wikipedia.com

65
 ANNEXURE

Customer perception on FMCG product at Big Bazaar Koramangala

QUESTIONNAIR:

1) Name :______________________________
2) Gender : Male Female

66
3) Age 20-25 25-30 30-35
35-40 40 & Above
4) Qualification : SSLC PUC Degree Post Graduation
PhD

5) Monthly Income: Below 15000 15000-30000 30000-45000

45000-60000 60000 & Above

6) Occupation: Student professional Housewife Retired

7) Which of the Retail Stores are you aware of?(Please rank the highest as1 and lowest as6 )
Big Bazaar More Reliance Fresh Spare Star Any other___________
8) Which of the Retail Stores have you visited most? (Please rank the highest as1 and lowest
as6 )
Big Bazaar More Reliance Fresh Spare Star Any other___________
9) Have you visited the Big Bazaar before?
Yes No
10) How do you come to know about this store?
TV ads News Paper Hoardings Friends Others__________
11) With whom do you visit a Big Bazaar?
Family Friends Alone Any other___________
12) Are your major purchases done from Big Bazaar?
Yes No
13) How frequently you purchase at Big Bazaar?
Weekly Fortnightly Monthly Every three months

14) Are you purchase FMCG product from Big Bazaar?

Yes No
15) What made you to purchase in store?(Please rank the highest as 1 and lowest as 7)
Price Quality Ambience Service Offers Variety Other_______
16) How was the service in the store when you have visited?
Excellent Very good good Average Poor

67
 17) How much you spend on your purchasing of FMCG product every time?
<1000 1000-3000 3000-5000 5000 & above
18) How was the sorting of FMCG product at Big Bazaar?
Excellent Very good Good Average Poor
19) How was the quality of FMCG product at Big Bazaar?
Excellent Very good Good Average Poor
20) Which type of product do you prefer?

Branded Non Branded

Do you have any suggestion for improvement of Big Bazaar?

______________________________________________________________________________
______________________________________________________________________

68