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RESEARCHED BY:-

MR. TUSAR RANJAN KANTHA.

ACKNOWLEDGEMENT

First of all I would like to express my profound thanks & gratitude to

Prof. Sanjyothi V.K for her major contribution & foresights. Her
guidance has helped me significantly.

I wish to express my cordial appreciation to all the academicians, fellow

students, faculty members & the staff of ISBR, who helped in terms of
their feed backs which paved way to furnish this project.

It of course impossible to finish a project without the support of other

people, which is even truer in my case, I take this opportunity to thank
them for their immensely warm, vocal and vigorous encouragement
deep appreciations to my parents.

Finally, I thank Director of ISBR Mr. Amit Gupta providing ample time
space and opportunity to complete the project.
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CERTIFICATE

This is to certify that Mr. TUSAR RANJAN KANTHA

bearing university Regd. No. 058 has successfully

completed the project on the topic “CUSTOMER

SATISFACTION IN BIG BAZzAR ” .

Director
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(Mr.Amit Gupta)

ISBR,Bangalore
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CERTIFICATE

This is to certify that Mr. TUSAR RANJAN KANTHA

bearing university Regd. No. 058 has successfully

completed the project on the topic “CUSTOMER

SATISFACTION IN BIG BAZzAR ” under the

guidance of Prof. Sanjyothi.

Under Guidance
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Prof. Sanjyothi.V.K.

ISBR,Bangalore
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Table of Contents

1. INTRODUCTION TO RETAIL INDUSTRY

……………………………………………………….2
2. PROFILE OF BIG BAZZAR (KORAMANGLA)
………………………………………………………..4
3. SAMPLING
………………………………………………………5

4. QUESTIONNAIRE
………………………………………………………...6

5. FINDINGS AND SUGGESTIONS..…….

…………………………………….41

6. RECCOMENDATIONS AND CONCLUSION

………………………………………………………………49
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INTRODUCTION:
RETAIL INDUSTRY IN
INDIA

India has one of the largest numbers of retail outlets in the world. Of the 12
million retail outlets present in the country, nearly 5 million sell food and
related products. Thought the market has been dominated by unorganized
players, the entry of domestic and international organised players is set to
change the scenario.

Organized retail segment has been growing at a blistering pace, exceeding all
previous estimates. According to a study by Deloitte Haskins and Sells,
organised retail has increased its share from 8 per cent of total retail sales in
2007 to 10 per cent in 2008. The fastest growing segments have been the
wholesale cash and carry stores (150 per cent) followed by supermarkets
(100 per cent) and hypermarkets (75-80 per cent). Further, it estimates the
organised segment to account for 25 per cent of the total sales by 2011.

India retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail
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industry in India is expected to rise 25% yearly being driven by strong

income growth, changing lifestyles, and favourable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth US$
175- 200 billion. India retail industry is one of the fastest growing industries
with revenue expected in 2008 to amount US$ 350 billion and is increasing
at a rate of 5% yearly. A further increase of 7-8% is expected in the industry
of retail in India by growth in consumerism in urban areas, rising incomes,
and a steep rise in rural consumption. It has further been predicted that the
retailing industry in India will amount to US$ 21.5 billion by 2010 from the
current size of US$ 7.5 billion.
Shopping in India has witnessed a revolution with the change in the
consumer buying behaviour and the whole format of shopping also altering.
Industry of retail in India which has become modern can be seen from the
fact that there are multi- stored malls, huge shopping centres, and sprawling
complexes which offer food, shopping, and entertainment all under the same
roof.
India retail industry is expanding itself most aggressively; as a result a great
demand for real estate is being created. Indian retailers preferred means of
expansion is to expand to other regions and to increase the number of their
outlets in a city. It is expected that by 2010, India may have 600 new
shopping centres.
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India retail industry is progressing well and for this to continue retailers as
well as the Indian government will have to make a combined effort.

PROFILE OF BIG BAZZAR

Big Bazaar is not just another hypermarket. It caters to every need of a family.
Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers. At Big Bazaar, one can get the best products at the best
prices – that is what they guarantee. With the ever increasing array of private
labels, it has opened the doors into the world of fashion and general merchandise
including home furnishings, utensils, crockery, cutlery, sports goods and much
more at prices that will surprise you. And this is just the beginning. Big Bazaar
plans to add much more to complete the shopping experience. Food is the main
shopped for category in this store.

Parent Company:-
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer
market.

LINES OF BUSINESS OF THE ABOVE STORE:-

• E-tailing

• Food

• Fashion

• Home Solution

• General Merchandise
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• Leisure and Entertainment

• Wellness and Beauty

• Books and Music

Sampling:-
Sample Size – 75 customers/consumers

Sample Unit – Consumers in the age group 18 to 50 years

Scope and Uses:

1. It will extend to the actual field study of these outlets in

Bangalore.

2. It will give information to prospective customers.

3. Help us gain independent knowledge about the consumer

perception of the outlets identified.

4. The study can help the companies get additional research

information.
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5. It facilitates evaluation of brand name and customer

satisfaction.

FORMAT OF THE QUESTIONNAIRE EMPLOYED:

Dear Customer,

I am a student of ISBR, conducting a study on the customer

perception and Satisfaction in retail outlet in Bangalore, viz., Big
Bazaar. Please fill in the following questionnaire to help me in my
survey.

NAME: OCCUPATION:

AGE: 18-28 28-38 38-48 48-58

58-65

GENDER: Male Female

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1) How often do you shop?

Once a week Fortnightly Once a

month

2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer

others (specify) ____________________________________

3) What do you mostly shop for at the mentioned stores?

Clothing Accessories
Groceries

Others (specify) ____________________________________

4) Why do you prefer to shop in Big Bazzar at the above-

mentioned store?

5) Rank your preferences for shopping:

Proximity Quality
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Brand Price

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping

decisions?

Yes No

7) Which form of promotion do you think is most effective?

Print TV Radio

8) Indicate your satisfaction level based on the following

parameters for the following stores:

Unsatisfi Highly Not

Retail Outlet ed Satisfied Satisfied Visited

Big Bazaar

ANALYSIS AND INTERPRETATION:

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The tools and methods of data collection identified earlier were

employed to gather data on the consumer perception on Big
Bazaar. The data accrued, especially from the interviews and
questionnaires circulated, are tabulated and depicted on graphs
in the following pages. The data thus gathered and tabulated is
analysed. The data is then scrutinized and relevant
interpretations are drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality

2. Examine effects of other relevant factors
3. CUSTOMER SATISFACTION RATIO,
4. LEVEL OF SATISFACTION,
5. CAUSES OF DISATISFACTION,
6. CUSTOMER RESPONSES REGARDING SERVICES
The data collection plan, including procedures, instruments, and
forms, was designed and pre-tested to maximize accuracy. All
data collection activities were monitored to ensure adherence to
the data collection protocol and to prompt actions to minimize
and resolve missing and questionable data. Monitoring
procedures were instituted at the outset and maintained
throughout the study, since the faster irregularities can be
detected; the greater the likelihood that they can be resolved in a
satisfactory manner and the sooner preventive measures can be
instituted.
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Q. 1) Age of the respondents

Percentag
Age Total
e
18-28 37 49.33%
28-38 16 21.33%
38-48 8 10.67%
48-58 9 12.00%
58-65 5 6.67%
75 100%

Age o

40 37
35
spondents

30
25
20 16
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12.00%
Data Collected

The first criteria respondents were asked to indicate was the age
group they belonged to. Respondents were asked to choose
among five age group categories, viz., 18-28, 28-38, 38-48, 48-58
and 58-65 years. The age groups were identified as key factors
impacting shopping and purchase decisions of consumers.

Analysis
10.67%
From the table, bar graph and pie chart depicted above, the
distribution of the population under study is evident. Of the 75
respondents who answered the questionnaire, 37 indicated that
18 | P a g e

their ages fell in the category 18-28 years. This accounts for
49.33% of the respondents.

Of the 75 respondents who answered the questionnaire, only 5

indicated that their ages fell in the category 58-65 years. This
accounts for 6.67% of the respondents who fall in this age group.

It is evident from the responses and the subsequent tabulation

that, on an average, the respondents can be categorized in the
following descending order of age groups: 18-28, 28-38, 48-58,
38-48, and 58-65.

Interpretation:

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
analyzing the distribution of ages of the population that visit the
stores under study. The age groups laid before the respondent
have been the result of observation and interview. By analysing
the responses to this question, I, as a researcher, as well as
companies, can identify the demographics of the population that
visit retail outlets.
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The highest number of respondents falls in the age group 18-28.

It can be deduced that most of the consumers who visit retail
outlets regularly are the youth. They make up almost half of the
population who shop at retail stores.

The rest of the population who visit the retail outlets under study
can be listed in the following descending order of distribution –
the working age group, the older age group, the middle age
group, and senior citizens.

It is not surprising that the youth most frequent malls and retail
stores. What is unexpected, however, is the fact that more people
who fall into the older age group visit the retail stores than those
who fall in the middle age group. Then again, this deduction
cannot be applied to the entire population of Bangalore. The
disparity can be attributed to the small size of the sample under
study.
20 | P a g e

Q. 2) Gender of the respondents:

Percentag
Gender Total
e
Male 35 46.67%
Female 40 53.33%
75 100%
21 | P a g e

Gender

41
40
39
No of Respondents

38 Gender
37
36
35
35
Data Collected
34
33
32
22 | P a g e

Consumers were asked to indicate their gender. The object of this

question is to understand the demographics of the population
under study.

Analysis

From the table, bar graph and pie chart depicted above, the
distribution of the consumers is evident. Of the 75 respondents
who answered the questionnaire, 40 were female. This accounts
for 53.33% of the respondents, almost half of the population
under study.

Of the 75 respondents who answered the questionnaire, the rest

35 were male. This accounts for 46.67% of the population under
study.

It is evident from the responses and the subsequent tabulation

that the number of female respondents was higher than that of
the male respondents in the population under study.

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
identifying the distribution between the two genders and how
many of them visit the retail stores under study. By analysing the
responses to this question, I as ,a researcher, as well as
23 | P a g e

companies, can identify the distribution in the number of men

and women who

visit the retail outlets and appropriate decisions can be made

keeping these numbers in mind.

The highest number of respondents were female, as is depicted

by the graph and chart presented above. The number of male
respondents was less compared to the female respondents.

Two deductions can be made from the above data collected:

one, more women visit retail outlets than men. Two, more
women are willing to fill out questionnaires and take a survey
than men.

This can help the companies and researchers in undertaking

future decisions and studies. Since more women can be inferred
to visit retail stores than men, companies can target their
offerings and marketing strategies in two areas. Retail outlets can
appeal to the women customers by offering more products
geared especially towards women. They can provide a shopping
experience that women are particularly attracted to.

Another way that retail chains can use the above data is to
appeal to the men rather than the women. Since, fewer men visit
retail stores as against women, the companies have a large base
24 | P a g e

of potential customers. By providing products that are geared

towards men and by providing a shopping experience that
attracts men, the retail chains can expand their customer base.
25 | P a g e

Q. 3) How often do you shop?

Percentag
Frequency Total
e
Once a week 14 18.67%
Fortnightly 27 36.00%
Once a month 34 45.33%
75 100%
26 | P a g e

How oft

40

35

30
No of Respondents

25

20 How
14
15

10
27 | P a g e

Data Collected

Consumers approached were asked about their frequency in

visits to shops. The frequency points furnished were: Once a
week, Fortnightly, and Once a month. These frequency points
were identified by observation and interview as the average
times that consumers shop.

Analysis

From the table, bar graph and pie chart depicted above, the
frequency of shopping of the respondents is evident. Of the 75
respondents who answered the questionnaire, 34 indicated that
they shopped once a month. This accounts for 45.33% of the
respondents, who visit shops including retail stores once a month.

Of the 75 respondents who answered the questionnaire, 14

indicated that they shopped once a week. This accounts for
18.67% of the respondents, who visit shops, malls or retail stores
once every week.
28 | P a g e

It is evident from the responses and the subsequent tabulation

that, on an average, the frequency of shopping among the
respondents can be listed in the following descending order:
Once a month, Fortnightly, and Once a week.

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
understanding how frequently consumers visit shops and buy
their products or avail of their services. The frequency points laid
before the respondent have been the result of observation and
interview. By analysing the responses to this question, I as a
,researcher, as well as companies, can identify the number of
times a customer is likely to shop in a month’s time.

The highest responses have been attributed to once a month

shopping. It can be deduced that consumers who shop only once
a month look to buy groceries and other essentials to last them a
month. Therefore, retail outlets have tough customers in those
who shop once a month. Such customers look to buy in bulk.
Moreover, such customers may not be open to experimenting
with new stores. Hence, to capture this market, retail outlets
must put in place strategies that attract them. Once they profess
a liking to a certain store, they turn out to be very loyal
customers.
29 | P a g e

Consumers who shop once a week, on the other hand, pose very
different challenges to retail stores. Such customers can be
presumed to have a high disposable income and may buy more
lifestyle or fashion products. Since they shop so frequently, they
must continually be entertained and attracted to make repeat
purchases at stores. When targeting this segment, companies
must be able to get new stock every week, and update their
marketing strategies continuously.

Q. 4) What do you mostly shop at Big Bazzar ?

Percentag
Details Total
e
Clothing 33 44.00%
Accessories 12 16.00%
Groceries 25 33.33%
Others 3 4.00%
75 100%
30 | P a g e

W h a t d o yo u m
m ent

35 33

30
25
No of Respondents

20
15 12
10
5
31 | P a g e

Data Collected

Consumers approached were asked to indicate the types of

products they mostly shopped for at the stores they had selected
earlier. The types of products presented were Clothing,
Accessories, Groceries and others. These products were identified
by observation and interview as the most popular products that
consumers shop for frequently.

Analysis

From the table, bar graph and pie chart depicted above, the
products frequently shopped for by consumers is evident. Of the
75 respondents who answered the questionnaire, 33 indicated
that they essentially shopped for clothing at the store they had
indicated earlier. This accounts for 44.00% of the respondents.

Of the 75 respondents who answered the questionnaire, only 3

indicated other products they frequently shop for at the stores
indicated earlier. This accounts for 4.00% of the respondents,
who gave importance to products such as home furnishings,
books, and kitchen appliances.
32 | P a g e

It is evident from the responses and the subsequent tabulation

that consumers, on an average, frequently shop for products in
the following descending order: Clothing, Groceries, Accessories,
and Others.

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
identifying the products consumers shop for frequently at retail
outlets. The product categories laid before the respondent are
the result of observation and interview. By analysing the
responses to this question, we, the researchers, as well as
companies, can identify the main attractions of products and
services offered.

The high number of responses indicate that a large number of

consumers visit retail outlets for clothes/dresses/apparel.
Accoutrement is the hottest selling item that any retail outlet can
provide. One-third of the respondents indicated that the visit
retail outlets to purchase groceries.
33 | P a g e

To the retail stores, the above tabulated responses lead to a very

important result. Clothing is the fastest moving consumer good.
Retail outlets that provide apparel can see a higher rate of
turnover and sales volume.

However, the above results cannot be assumed to be

representative of the entire population of Bangalore city. The
sample size consists of only 75 respondents, who were
approached on a random basis as they visited the retail outlets.
34 | P a g e

Q. 5) Why do you choose Big Bazzar ?

Percentag
Factors Total
e
Quality 20 26.67%
Fashion 5 6.67%
Affordability 10 13.33%
Variety 4 5.33%
All under one roof 10 13.33%
Brand name 11 14.67%
Service 4 5.33%
Store atmosphere 3 4.00%
Loyalty 5 6.67%
Proximity 3 4.00%
75 100%
 35 | P a g e

Why do you shop at the above store?

No of Respondents

25
20
20
15 11
10 10
10
5 4 4 3 5 3
5
0

lty
y
lity

ty

ity
of

e
e
on

re
lit

ic
ie

ya
ro

im
ua

e
bi
hi

rv
r

na

ph
Va

Lo
a

ox
s

Se
Q

rd
Fa

on

os
d

Pr
fo

an

m
er
Af

Br

at
d
un

e
or
l
Al

St
Factors

Why do you shop at the above store?

Loyalty, 6.67% Proximity, 4.00%
Store
atm osphere,
4.00% Quality, 26.67%
Service, 5.33%

Brand nam e,
14.67%
Fashion, 6.67%

All under one Affordability,

roof, 13.33% Variety, 5.33% 13.33%

Data Collected

Consumers approached were asked an open-ended question to

indicate the reasons they select a particular store to shop at as
against any other retail outlet. Their responses were recorded
36 | P a g e

and a broad idea of the factors that influence shopping and

buying decisions was formed.

Analysis

The responses of the interviewees and consumers have been

broadly categorised into 10 factors that they find impact their
shopping decision and result in their choosing one store over
another.

From the table, bar graph and pie chart depicted above, the
influencing factors are evident. The reasons include: Quality,
Fashion, Affordability, Variety, All products under one roof, Brand
name, Service, Store atmosphere, Loyalty, and Proximity.

Of the 75 respondents who answered the questionnaire, 20

replied that quality of the products is generally the main reason
they choose to shop at specific stores. This accounts for 26.67%
of the respondents, who replied saying quality was the reason
why they shopped at the store indicated earlier.

Of the 75 respondents who answered the questionnaire, 3

answered that store atmosphere contributed to their shopping
decision, while another 3 replied that proximity of the store
played a big role. This accounts for 4.00% of the respondents, in
each case.
37 | P a g e

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
getting direct customer feedback as to the factors that influence
their shopping decision. By analysing the responses to this
question, we, the researchers, as well as companies, can identify
the biggest factors that influence the consumers in favouring one
store over others, direct from the horse’s mouth.

If set in descending order of influence as indicated by the

consumers, the factors can be listed as: Quality, Brand name,
Affordability, All products under one roof, Fashion, Loyalty,
Service, Variety, Proximity, and Store atmosphere.

From the table, graph and chart depicted above, it is evident that
customers give value to a great many number of factors when
deciding which store to shop at. It would be prudent on the part
of the company to identify their strong and weak areas, which
attract or drive away customers to/from their stores.

Q. 6) Rank your preferences for shopping:

Percentag
Details Total
e
Quality 23 30.67%
Brand 11 14.67%
38 | P a g e

Price 16 21.33%
Store layout 6 8.00%
Proximity 5 6.67%
One-stop shop 14 18.66%
75 100%

Prefere
39 | P a g e

Data Collected

Consumers approached were asked to rank their preferences on

a scale of 1 to 6 of their preferences when choosing to shop at
particular stores. The preference points placed before them were
‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’, ‘Proximity’, ‘One-stop
shop’. These preference points were identified by observation
and interview as the most popular reasons that beget the
attraction of consumers and act as inducements to shop at
particular stores.

Analysis

From the table, bar graph and pie chart depicted above, the
preference points of consumers is evident.
40 | P a g e

Of the 75 respondents who answered the questionnaire, 23 give

first importance to quality when choosing which store to shop at.
This accounts for 30.67% of the respondents, who gave rank #1
to ‘Quality’.

Of the 75 respondents who answered the questionnaire, only 5

gave first importance to proximity of the store when choosing
where to shop at. This accounts for 6.67% of the respondents,
who gave rank #1 to ‘Proximity’.

It is evident from the responses and the subsequent tabulation

that consumers, on an average, rank the preference points in the
following descending order of attraction: Quality, Price, and One-
stop shop, Brand, Store Layout, and Proximity.

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
understanding what elements attract the consumer the most. The
preference points laid before the respondent have been the result
of observation and interview. By analysing the responses to this
question, we, the researchers, as well as companies, can identify
the biggest factors that influence the consumers in favouring one
store over others.

The highest responses and the highest ranking have been

attributed to quality of the products on sale. When choosing to
41 | P a g e

shop at a particular store, or when favouring one store over the

others, it is seen that most consumers make this decision based
on the quality of the products on offer.

The next criteria that influence the consumers in favouring a

particular store over others are (in descending order) – Price,
One-stop shop, Brand, Store layout, and Proximity.

Although it is said that the most important things in retail are

“Location, location, and location”, from the consumers’ point of
view, proximity is of little concern. The quality, price and variety
of goods play big roles in the decision making process.

Q. 7) Do advertisement and promotion influence your

shopping decision?

Percentag
Details Total
e
Yes 33 44.00%
No 42 56.00%
75 100%
42 | P a g e

Data Collected

Do advertisement and promotion influence your shopping

decision?

Yes
44.00%
No
56.00%

Consumers approached were asked if advertisements and

promotional activities influence their shopping decisions. This
question was answered by 75 consumers. Advertisements refer
to those that appear in any/all types of media. Promotional
activities refer to sales, coupons, gifts, free products etc.

Analysis

From the table, bar graph and pie chart depicted above, the
influence of advertisements and promotions on the psyche of
consumers is evident. Of the 75 respondents who answered the
questionnaire, 42 replied that advertisements have little or no
43 | P a g e

effect when deciding where to shop at. This accounts for 56.00%
of the respondents, who indicated the choice ‘No’.

Of the 75 respondents who answered the questionnaire, 33

replied that advertisements and promotional activities do affect
their decision when favouring one store over others. This
accounts for 44.00% of the respondents, who indicated the
choice ‘Yes’.

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
understanding the effect of advertisements and promotional
activities on the psyche of the consumers. The object is also to
analyze how far advertisements, promotions and other marketing
strategies have an impact on the shopping and buying behaviour
of consumers. By analysing the responses to this question, I as a ,
the researcher, as well as companies, can identify the effect of
advertising and marketing campaigns on the consumers’ minds
and how far advertisements translate into sales.

From the tabulated data depicted above and responses of the

consumers, it is evident that a slightly higher number of
respondents do not give much importance to advertisements and
promotional activities. The number of respondents who indicated
44 | P a g e

that advertisements and promotional activities do have an impact

on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the

advertisements and promotional campaigns, a slightly higher
percentage of consumers are not swayed by the marketing
strategies instituted by the companies.

This is not, however, to say that advertisements and promotional

activities have no bearing on the minds of the consumers at all.
The responses only indicate that advertisements serve to keep
the brand in retention although they do not guarantee sales. The
products sold at the stores have the biggest impact on attracting
and retaining customers.

Q. 8) Which form of advertisement do you think is most

effective?

Percentag
Details Total
e
Print 28 37.33%
TV 40 53.33%
Radio 7 9.34%
75 100%
45 | P a g e
46 | P a g e

Which form of advertisement do you think is most effective?

Radio
9.34%

Print TV
37.33% 53.33%

Data Collected

Consumers approached were asked which form of advertisement

they thought was most effective. This question was answered by
75 consumers. The methods of advertising were restricted to
three – Television, Print and Radio. The options laid before the
respondents were the result of observation and interview as
being the most popular which the consumers identify as means of
advertising.

Analysis
47 | P a g e

From the table, bar graph and pie chart depicted above, the
effectiveness of the various modes of advertising on the psyche
of consumers is evident. Of the 75 respondents who answered
the questionnaire, 40 indicated that the television is the most
effective means of advertising for a store. This accounts for
53.33% of the respondents, who indicated the choice ‘TV’.

Of the 75 respondents who answered the questionnaire, only 7

indicated that the radio is an effective means in advertising to
the consumers. This accounts for 9.34% of the respondents, who
indicated the choice ‘Radio’.

It is evident from the graph and chart presented above that, in

the minds of the consumers, the effectiveness of the three kinds
of media are classified as follows (in the descending order):
Television, Print, and Radio.

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
understanding the effectiveness of the three means of
advertising. The object is also to analyze how far advertisements
broadcast through these media percolate into the minds of the
consumers.
48 | P a g e

By analysing the responses to this question, we, the researchers,

as well as companies, can identify the effectiveness of
advertisements through the media identified. This helps to
understand which media is more influential and attracts more
sales.

From the tabulated data depicted above and responses of the

consumers, it is evident that the majority of the respondents feel
that television advertising is the most effective means of
advertising. This is indicative in spite of large number of
commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements.

This is indicative of the fact that most of the public ignore radio
advertisements or else that radio advertising does not translate
into sales.

Thus, it can be surmised that when advertising, more effective

media to reach the consumer and persuade them to buy are the
television and print media, more so than radio advertising.
 49 | P a g e

Q. 9) Indicate your satisfaction level based on the given

parameters for the Big Bazzar:

Stor Unsatisfie Highly Never

Satisfied Total
e d Satisfied Visited
Tot Tot Tot Tot Tot %
% % % %
al al al al al
Big
26.67 57.33 13.33 2.67 100
Bazz 20 43 10 2 75
% % % % %
ar

Satisfaction level

Satisfac
B

Nev
Highly Satisfied,
50 | P a g e

Data Collected

Consumers approached were asked about their satisfaction with

the three stores covered in this study. This question was
answered by 75 consumers.

The satisfaction scale comprised of four ranks – Unsatisfied,

Satisfied, Highly Satisfied and Never Visited.

Analysis

From the table, bar graph and pie chart depicted above,
satisfaction levels with the above 75 respondents who answered
the questionnaire, 43 indicated a satisfactory response towards
Big Bazaar, and 2 had not visited the store.

Interpretation

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at
understanding the satisfaction levels of the consumers under
study – Big Bazzar. The object is also to analyze how far the
marketing strategies, brand image, advertisements, layout,
quality etc., contribute towards consumer perception and
satisfaction.
51 | P a g e

By analysing the responses to this question, we, the researchers,

as well as companies, can identify the effectiveness of
advertisements, location, brand, price, promotion, product variety
etc., on the target consumers. This helps to understand the
current consumer perception about Big Bazzar and the
corresponding satisfaction levels.

From the tabulated data depicted above and responses of the

consumers, it is evident that a good number of target consumers
are satisfied with the stores at large. However, there are those
who are unsatisfied or who have never visited the store at all.
Such consumers form the potential market that the companies
must strive to attract.

There are also quite a few respondents who were highly satisfied
with the retail chains. It is imperative for the stores to find out
why this is so. They can modify and apply the same attractions
towards the consumers who are less satisfied.

The above table and graph give a worm’s eye-view of the

consumer perception about Big Bazzar. This can help the
marketers understand how effective their strategies have been.

Analysis

From the pie chart depicted above, satisfaction levels with Big
Bazaar are evident. Of the 75 consumers who answered this
question, 57.33% indicate that they are satisfied with Big Bazaar.
52 | P a g e

Of the 75 respondents, who indicated their satisfaction levels

with Big Bazaar, 26.67% indicated that they are unsatisfied with
Big Bazaar. Of the total number of respondents, 13.33% indicated
that they were highly satisfied with Big Bazaar. And 2.67%
indicated that they had not visited the store up to the date of
filling in this questionnaire.

Interpretation:

Of the consumers approached, 75 agreed to fill in the

questionnaire and answer the above question. The aim of this
question is to understand the level of satisfaction that consumers
feel with regards to the retail chain Big Bazaar.

As is evident from the pie chart presented above, a little more

than half of the respondents indicated that they are satisfied with
Big Bazaar, while almost one-eighth indicated that they are highly
satisfied with the store. However, almost one-fourth of the
53 | P a g e

number of respondents indicated that they were unsatisfied with

Big Bazaar.

This goes to show that although Big Bazaar may have an overall
goodwill from the consumers, there are still some things that they
are not doing right. Big Bazaar must identify exactly what the
problem areas are and must address them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents
fall into the category of potential customers. Big Bazaar must
take effective steps to attract these consumers.

FINDINGS AND SUGGESTIONS

54 | P a g e

In the surveys, interviews and study conducted above, I came

across many factors that influence the consumers’ perception of
a store and their subsequent shopping and buying decisions.
Here, I present the findings gathered and the suggestions we
offer to companies based on the data gathered and analyzed.

Respondents were asked to choose among five age group

categories, viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The
age groups were identified as key factors impacting shopping and
purchase decisions of consumers. By analysing the responses to
this question, I as, a researcher, as well as companies, can
identify the demographics of the population that visit retail
outlets.

The highest number of respondents falls in the age group 18-28.

It can be deduced that most of the consumers who visit retail
outlets regularly are the youth. The rest of the population who
visit the retail outlets under study can be listed in the following
descending order of distribution – the working age group, the
older age group, the middle age group, and senior citizens.

It is not surprising that the youth most frequent malls and retail
stores. What is unexpected, however, is the fact that more people
who fall into the older age group visit the retail stores than those
who fall in the middle age group. Then again, this deduction cannot be
55 | P a g e

applied to the entire population of Bangalore. The disparity can be attributed to the
small size of the sample under study.

Consumers were also asked to indicate their gender. The object of this question is
to understand the demographics of the population under study. By analysing the
responses to this question, we, the researchers, as well as companies, can identify
the distribution in the number of men and women who visit the retail outlets and
appropriate decisions can be made keeping these numbers in mind.

The highest number of respondents were female, as is depicted by the graph and
chart presented above. The number of male respondents was less compared to the
female respondents.

Two deductions can be made from the above data collected: one, more women
visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions and
studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas. Retail
outlets can appeal to the women customers by offering more products geared
especially towards women. They can provide a shopping experience that women
are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men rather
than the women. Since, fewer men visit retail stores as against women, the
companies have a large base of potential customers. By providing products that are
56 | P a g e

geared towards men and by providing a shopping experience that attracts men, the
retail chains can expand their customer base.

Consumers approached were asked about their frequency in visits to shops. The
frequency points furnished were: Once a week, Fortnightly, and Once a month. By
analysing the responses to this question, we, the researchers, as well as companies,
can identify the number of times a customer is likely to shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can be
deduced that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. Therefore, retail outlets have tough
customers in those who shop once a month. Such customers look to buy in bulk.
Moreover, such customers may not be open to experimenting with new stores.
Hence, to capture this market, retail outlets must put in place strategies that attract
them. Once they profess a liking to a certain store, they turn out to be very loyal
customers.

Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they
shop so frequently, they must continually be entertained and attracted to make
repeat purchases at stores. When targeting this segment, companies must be able
to get new stock every week, and update their marketing strategies continuously.

Consumers approached were asked which stores they shopped at frequently. The
retail store brands placed before them were Big Bazaar, Shoppers’ Stop, Marks &
Spencer, and others. By analysing the responses to this question, I as, a researcher,
57 | P a g e

as well as companies, can identify customer preferences among the varied choices
of stores, and can calculate how much market share they hold.

The highest number of responses has been attributed to Big Bazaar. Big Bazaar
attracts people of many income groups, and offers products that appeal to a wide
array of consumers.

The other stores can be ranked in descending order of preference or frequency of

visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was indicated
by more number of respondents than those who indicated they frequent Marks &
Spencer. This may be because Marks & Spencer targets only the elite classes in a
city where a higher percentage of the population belong to the middle income
group.

In analyzing the other stores that consumers frequent, outlets such as Westside,
Monday to Sunday, More, Central etc., featured. This indicates that more people
frequent stores that cater to the middle income group. This is not to say that Marks
& Spencer has no customer base. However, they may be unable to generate a high
volume of repeat sales.

Consumers approached were asked to indicate the types of products they mostly
shopped for at the stores they had selected earlier. The types of products presented
were Clothing, Accessories, Groceries and others. By analysing the responses to
this question, we, the researchers, as well as companies, can identify the main
attractions of products and services offered.
58 | P a g e

The high number of responses indicate that a large number of consumers visit
retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item
that any retail outlet can provide. One-third of the respondents indicated that the
visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important result.
Clothing is the fastest moving consumer good. Retail outlets that provide apparel
can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the entire

population of Bangalore city. The sample size consists of only 75 respondents,
who were approached on a random basis as they visited the retail outlets.

Consumers approached were asked an open-ended question to indicate the reasons

they select a particular store to shop at as against any other retail outlet.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the biggest factors that influence the consumers in
favouring one store over others, direct from the horse’s mouth.

If set in descending order of influence as indicated by the consumers, the factors

can be listed as: Quality, Brand name, Affordability, All products under one roof,
Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.

From the table, graph and chart depicted above, it is evident that customers give
value to a great many number of factors when deciding which store to shop at. It
would be prudent on the part of the company to identify their strong and weak
areas, which attract or drive away customers to/from their stores.
59 | P a g e

Consumers approached were asked to rank their preferences on a scale of 1 to 6 of

their preferences when choosing to shop at particular stores. The preference points
placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’, ‘Proximity’,
‘One-stop shop’. By analysing the responses to this question, we, the researchers,
as well as companies, can identify the biggest factors that influence the consumers
in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality of
the products on sale. When choosing to shop at a particular store, or when
favouring one store over the others, it is seen that most consumers make this
decision based on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store over
others are (in descending order) – Price, One-stop shop, Brand, Store layout, and
Proximity.

Although it is said that the most important things in retail are “Location, location,
and location”, from the consumers’ point of view, proximity is of little concern.
The quality, price and variety of goods play big roles in the decision making
process.

Consumers approached were asked if advertisements and promotional activities

influence their shopping decisions. By analysing the responses to this question,
we, the researchers, as well as companies, can identify the effect of advertising
and marketing campaigns on the consumers’ minds and how far advertisements
translate into sales.

From the tabulated data depicted above and responses of the consumers, it is
evident that a slightly higher number of respondents do not give much importance
60 | P a g e

to advertisements and promotional activities. The number of respondents who

indicated that advertisements and promotional activities do have an impact on their
shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements and
promotional campaigns, a slightly higher percentage of consumers are not swayed
by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities have no
bearing on the minds of the consumers at all. The responses only indicate that
advertisements serve to keep the brand in retention although they do not guarantee
sales. The products sold at the stores have the biggest impact on attracting and
retaining customers.

Consumers approached were asked which form of advertisement they thought was
most effective. The methods of advertising were restricted to three – Television,
Print and Radio. By analysing the responses to this question, I as, a the researcher,
as well as companies, can identify the effectiveness of advertisements through the
media identified.

From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is the
most effective means of advertising. This is indicative in spite of large number of
commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is indicative of
the fact that most of the public ignore radio advertisements or else that radio
advertising does not translate into sales.
61 | P a g e

Thus, it can be surmised that when advertising, more effective media to reach the
consumer and persuade them to buy are the television and print media, more so
than radio advertising.

Consumers approached were asked about their satisfaction covered in this study.
The satisfaction scale of Big Bazzar comprised of four ranks – Unsatisfied,
Satisfied, Highly Satisfied and Never Visited. The object is also to analyze how far
the marketing strategies, brand image, advertisements, layout, quality etc.,
contribute towards consumer perception and satisfaction.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements, location, brand, price,
promotion, product variety etc., on the target consumers. This helps to understand
the current consumer perception of the three stores identified and the
corresponding satisfaction levels.

From the tabulated data depicted above and responses of the consumers, it is
evident that a good number of target consumers are satisfied with the stores at
large. However, there are those who are unsatisfied or who have never visited the
store at all. Such consumers form the potential market that the companies must
strive to attract.

There are also quite a few respondents who were highly satisfied with the retail
chains. It is imperative for the stores to find out why this is so. They can modify
and apply the same attractions towards the consumers who are less satisfied.
62 | P a g e

The above table and graph give a worm’s eye-view of the consumer perception of
the three stores. This can help the marketers understand how effective their
strategies have been.

A little more than half of the respondents indicated that they are satisfied with Big
Bazaar, while almost one-eighth indicated that they are highly satisfied with the
store. However, almost one-fourth of the number of respondents indicated that
they were unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill from
the consumers, there are still some things that they are not doing right. Big Bazaar
must identify exactly what the problem areas are and must address them quickly
and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.

RECOMMENDATIONS AND CONCLUSION

BIG BAZAAR

Pros:

1. Variety: Big Bazaar offers a wide variety of products of

different prices and different qualities satisfying most of its
customers.
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2. Quality: Providing quality at low prices and having different

types of products for different income customers is another
advantage.

3. Price: As noted the prices and offers in Big Bazaar have been
one of the main attractions and reasons for its popularity.
The price ranges and the products offered are very
satisfying to the customers.
4. Location: The location of Big Bazaar has been mainly in the
heart of the city or in the out skirts giving a chance to both
the City and the people living outside the city to shop.
5. Advertisements: Big bazaar has endorsed very popular figure
like M S Dhoni and other famous personalities which has
attracted a lot of customers. This has resulted in increase of
sale and the outdoor advertising techniques have also
helped Big Bazaar.
6. Middle class appeal: Considering the fact that there are a lot
middle class families in India, Big bazaar has had a huge
impact on the middle class section of India, the prices,
quality and sales strategy has helped in getting the middle
income groups getting attracted towards Big Bazaar.
7. Attractive sales: Big bazaar has been known for its great sale
and great offers. Big bazaar has had long lines of people
waiting to get into the store for the sale. Therefore, the sales
64 | P a g e

that Big Bazaar has had has increased sales in a huge way
due to the sales and offers, thus this has been one of the
main advantages of Big Bazaar.
Disadvantages:

1. Store layout: The store layout and the assortment of goods is

not the best at Big Bazaar, as the quantity of goods sold is
more the arrangement and assortment of goods in the store
is the greatest. Hence at times customers find it hard to find
what they require, this leads to dissatisfaction of customers.
2. Lower quality of goods: As Big bazaar aims more toward the
middle income group, the quality of goods is not of the
highest quality, and this is sometimes a disadvantage as
some would prefer better quality to the price, making
customers to search for different places.
3. Does not appeal to the elite: As mentioned above, the main
customers are middle income and a few high income
groups, The elite do not like to shop at Big Bazaar as the
quality of goods is lower and they would prefer a higher
price and get a better brand, this decreases sales from the
elite class

4. Not acclaimed for very good service: Big Bazaar is not known for
high class service. The staff recruited is not very well trained
and the billing queues take a long time to move, this
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irritates customers which makes them visit the store more

seldom

5. Lower quality of goods: As the sore is trying to concentrate on

the middle income group the type of products used is not of
the most superior quality and most of the times nor
branded, this may dissatisfy certain customers

6. Consumer satisfaction: Long queues and lower quality leads to

dissatisfaction of customers. Due to factors mentioned
above Big Bazaar shoppers are not always satisfied, this is
not a positive for the store.