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INTRODUCTION RETAIL INDUSTRY IN INDIA Retailing occupies a pre-eminent position in all economies.

Retailing includes all those activities that involve the sale of goods and services to ultimate consumers for personal, family and household use. Indian consumers are always known for its price sensitivity. Change in Indian retailing has been constant but the pace of development is fast over past few years. According to survey conducted by CII & McKinsey, the total number of retail outlets in India are more than 12 million. The survey estimated that retail segment in India contributes more than 10% to the GDP and employs around 8% of the total workforce. The high contribution is attributable to the fact that India has the largest retail outlet destiny relative to population. Compared to the number of retail outlets per 1000 people, India has 5-10 retail outlets where as it is just 3.7 in US. This itself highlights the extent of retail penetration in India. Now the Indian Retail Industry is moving from unorganized retail to organized retail. Organized retail include departmental stores, hyper markets, discount stores etc. where all shopping needs of the consumers are met at one place like that of home needs, apparels, beauty, toys, food, electronics etc.

Gone are the days when consumers needed to visit a no of places to address their shopping list. Small shops, niche shops made that type of shopping expensive and inconvenient. But now all small needs can be met through big departmental stores, which make the shopping convenient for consumers by providing consumer durable and consumer perishables under a single roof. Organized retail is a big revolution to Indian economy, which not only contribute to convenient shopping but also contribute to national growth. Just think! In a country where 96 percent of the retail outlets are packed into less than 500 square feet, but the average size of these kind of departmental stores is around 15,000 square feet. In a country where departmental store refereed to well segregated godown, but now it means big retail store where all FMCGs are available under one roof.

India is the country having the most unorganized retail market. Traditionally the retail business is run in a shop in the front of the house. Making India a nation of shopkeepers. The estimated number of outlets in India was 5.37 million in 1999. This means at least 5.5 outlets per 1000 people, the highest number of outlets per capita in the world. These outlets however, barely come within the organized sector. But now the number has increased to 12 million. The retailing landscape is dominated by small independent outlets, which have less than 500-sq.feet space but together contribute an extraordinary 96% of total resale. But now the retailing landscape has increased to 15000-sq.feet space.

The manufacturers use to distribute goods through C&F agents to distributors & wholesalers. Retailers happen to source the merchandise from wholesalers & reach to end-users. Retailers are the last stage in supply chain, the merchandise price used to get inflated to a great extent till it reaches from manufacturer to end user. Manufacturer does not largely control selling prices. All the merchandise is purchased as per the test & vim and fancies of the proprietor also the pricing is done on ad hoc basis or by seeing the face of the customer. Generally the accounts of trading & home are not maintained separately. Profits are accumulated in slow moving & non-moving stocks, which become redundant or consumed in-house. Thus profits were vanished without their knowledge.

Since Indian industry is showing changing faces, the retail industry is not an exception. Indian consumer wants big in less time. With the changing time, people are more occupied with work, office, family and children. With this change in their lifestyle their consuming pattern has also changed. It changed the shape of retail market into big retail formats i.e. shopping malls, departmental stores, hypermarkets, super bazaars. The biggest unorganized retail sector is changing to organized sector. Though it will take time as the society is dominated by nukkar walas, kirana shops, niche shops etc. the success stories of Pantaloons, Lifestyles and many more are showing the trend of potential organized retail market.


In the opening of 21st century, there is evidence of new forms of retailing. The retail market is becoming more segmented with retail formats focusing on the needs of a particular consumer groups. The traditional forms of independently owned small business and co-operatives are losing their market share in big areas, metro cities and satellite areas. Now they are characterized by large scale multiple chains run by powerful and sophisticated organizations like super bazaars, kendriya bhandar. Hypermarkets, departmental stores and discount stores. Retailer Turnover (Rs Cr) 200405 1300 800 545 310 100 140 Total floor space (lakh sq. feet) 2003200404 05 11.0 30.0 5.2 7.5 6.3 8.5 3.2 3.2 2.3 3.3 1.7 2.4 1.3 5.0 1.5 6.0 * Total no. of outlets 200304 31 110 13 7 14 8 3 7 2004-05 74 130-134 40 15 18/19 12 7/8 14/15*

200304 Pantaloon 650 RPG 545 ShoppersStop 404 Lifestyle 230 Westside 120 Ebony 85 Piramyd 72 Globus N.A.

Foot Notes: *figures are for the year 2006-07.


With the changing time and customer lifestyles, gone are the days when shopping used to be a tiring experience, running to purchase the specifics from place to place. Now it has become an enjoyment for the entire family where the desires of all family members can be met under one roof. Modern

organized retail sector has become a long way. Though it is in infancy stage in India catering the needs of specific segments of the society in the areas of big cities and satellite areas like Gurgaon, Noida etc According to CII-McKinsey report retailing in India is the biggest industry with gross sales totaling $180 billion and second largest generator of employment after agriculture. Retail industry is expected to grow at the rate of 15-20% per annum in the organized retail sector. The retail sector is expected to show maximum growth in the areas of Apparels, Food Retailing and Entertainment. Big format stores are classified into: Retail malls Specialty stores Departmental stores Discount/bargain stores Hypermarket Hybrid stores. Though the numbers are few but the success stories of these retail formats can give the picture of retail potential in india. Pantaloons (biyanis), westside (tatas), lifestyles (itc), food world (rpg), music world, marks &spencer and many more have made a landmark in indian organized sector exceeding rs.100 crore marks.


Background: buddy Retail private limited was incorporated as Manz Wear Private Limited by Sudeep Gupta on 12 October 1987, converted into public limited company in September 1991, renamed as Pantaloon Fashions (India) Limited a year later & thereafter into Pantaloon Retail (India) Limited in July 1999. The company is headquartered in Mumbai & possesses plants at Tarapore & Mumbai to manufacture garments. The companys shares are listed on the Mumbai & NSE. The companys market capitalization was Rs 82.10 Cr in 2002 on the Mumbai Stock Exchange. The promoters, the Mumbai based Biyani family,hold a near 50% equity in the company. The company has approximately 14,000 shareholders. Growth: Pantaloon reported a turnover of Rs 650 Cr in 2003-04, Over this period company has evolved as from a small manufacturing concern into Indias largest manufacture-retailer, integrated along the entire value chain. By the end of the first quarter of 2002-03, the companys presence had grown to 14 departmental stores & 4 hypermarkets. The company had 2,13,000 Sq Ft. of

Pantaloons departmental stores & 1,72,000 Sq Ft. of Big bazaar discount stores (end of first quarter, 2002-03).

Pioneering: Over the years, the company has accelerated growth through its ability to lead change. A number of its pioneering concepts have now emerged as industry standards. For instance, the company integrated backwards into garment manufacturing even as it expanded its retail presence at the front end, well before this was attempted by any other Indian retail company. The company was first to introduce the concepts of the retail departmental store for the entire family in 1997. The company was the first to launch a hypermarket in India with Big Bazaar, a large discount store that it commissioned in Kolkata in October 2001. And the company introduces the concept of Food Bazaar, a unique Mandi within a hypermarket, which was launched in July 2002 in Mumbai. Brands: The companys retail presence is marked by visible & reputable brands like: John Miller, Bare, srishti, HNY, Annabelle, scotsville, Ajile, pantalength & Pantaloon (Indias no. one trouser).

The company delivers adequate customer choice by stocking non competing & complementary brands owned by other manufacturers.

Concept: Pantaloons introduced the concept of the departmental store. It stocked all the customer lifestyle needs from clothing, home needs, apparels, beauty accessories & other products. In doing so, the company addressed around 20% of the customers shopping basket. In 2002-03, the company took this initiative an important step further. It introduced the hypermarket discount store with more than 1,80,000 items --- food, grocery, utensils, kitchen needs, home needs, bath needs, toys, stationery, electronics & white goodsthat now catered to nearly 60% of the customers shopping basket, translating into higher footfalls & turnover. Evolution:

Stage I Stage II Stage III

1987-88 Product Driven: Began manufacturing trousers. 1988-92 Brand Driven: Bare and John Miller came in. 1992-97 Distribution Driven: Began focusing on wholesale, multi-level marketing to drive penetration. 1997-2001 Retail Driven: The stores came up, first own label stores, then department stores and other formats. 2001-04 Knowledge Based: Begins focusing on capturing internal knowledge on consumers, processes, locations.. By 2007, Pantaloons will be Design Driven organization.

Stage IV

Stage V

Stage VI

RETAIL SPACE: The company has 15 Pantaloon stores across some of the most attractive retail designations in India. These locations continued to be marked by people with a disposable surplus and a discernable willingness to buy quality products and pay commensurate prices for them. The companys coverage is given below:

S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15.

Name of the store Pantaloons, Gariahat, Kolkata Pantaloons, Hyderabad Pantaloons, Nagpur Pantaloons, Adyar Pantaloons, Himayatnagar, Hyderabad Pantaloons, Secunderabad Pantaloons, Crossroad, Mumbai Pantaloons, Thane, Mumbai Pantaloons, Pune Pantaloons, Chennai Pantaloons, Ahemdabad Pantaloons, Camac street, Kolkata Pantaloons, Kanpur Pantaloons, Pune-INOX Pantaloons,Gurgaon Total Area

Retail Space (Sq. feet) 16,000 16,000 6,000 4,500 9,000 1,500 4,000 6,000 10,000 22,000 34,000 46,000 30,000 8,000 58,000 2,71,000

BUSINESS MODEL: It has been calculated that most Indian retail companies enjoy a margin of 28 percent on sales. But the retail cost, estimated at 28 percent of sales generally leaves them with a little to cover H.O. expenses. This explains why most organized retailers in India struggle to break even. Faced with challenging scenario, Pantaloons rewrote some rules. It introduced private labels as opposed to selling only popular brands. Pantaloons prudently selected apparel as a volumedriver. It

manufactured 40 percent of all the garments that it put on its shelves. It eliminated supply-chain inefficiencies, reduced costs and passed these savings to customers. It offered an exchange policy with no questions asked.


It created two product categories to attract the customer with low margin products and to attract customers buying on an impulse, translating into higher margins.



Big bazaar

Isse Sasta Aur Acha Kahin Nahin is the hypermarket discount store

initiative of the company (Pantaloon) commissioned to address the discount & bargainhunting tendency of the Indian shopper.Firstly Big Bazaar was set up across 50,000 Sq. ft. in Kolkatta. Driven by the resounding success of the concept, four Big Bazaars were rolled out across 2, 00,000 Sq. ft. in Hyderabad, Bangalore, & Mumbai. These include Mens, Ladies, children apparel, utensils, kitchenware, stationery, luggage, toys, optical products, a photo studio & an STD booth among others. Big Bazaar has more than 50 sales offers across its countries at any time & these discounts range from 6 to 60%. The magic of the concept is reflected in the footfall. Big Bazaar attracts more than 5,00,000 shoppers every month. More importantly, it has emerged as the first organized store to reach out to a broad customer spectrum-from a village to a wealthy businessman. At Big Bazaar, price was the principal value proposition at these stores. The store sold a variety of products 5 to 60% lower than the corresponding market price. Schemes of Big bazaar are very popular like buy two get one free. Also positioning & product availability in Big Bazaar gained a higher share of the customers shopping basket.



Food Bazaar

Ab Ghar Chalaana Kitna Aasaan!

In July 2002, Big Bazaar made a challenging extension: It entered the Food Retail with a 9,000 Sq. ft. Food bazaar at its lower parel store in Mumbai. Enthused by the phenomenal response, the company has set up Food Bazaar in other Big Bazaar stores also. The companys reason for entering Food retail was: Food spending at 53% of personal income outstripped every other itemized spending in India. Despite this high spending, the role of organized food retail in the countrys total food spend was just one percent. Within this under penetration, an interesting pattern was noticed: organized food retail was estimated to be the fastest growing retail segment. The demand for organized food retail is expected to increase ten-fold in the next four years based on the following trends: domestic help becoming expensive as well as the increasing incidence of nuclear families & working women. Business model: The companys Food Bazaar was adapted to the Indian environment. To attract regular bazaar-goers, a mandi was created within the Food Bazaar where consumers could touch, feel, pick & choose products. This choice

was supplemented by the provision for packaged food for the westernized shoppers. Food Bazaar prices were priced at wholesale rates below the MRP. Private labels were introduced for high margin & price-sensitive products like tea, salt and oil. Products: The Food Bazaar stocked an average of 11,000 SKUs. This includes provisions, vegetables and fresh produce, FMCG products, bakery products, basic staples, cereals, pulses, cooking oils, flour, spices, dry fruit, health food, baby food, dairy products, drinks, beverages as well as ready-to-eat, ready-to-cook products. The incidence of special purchase offers and discounts made shopping at Food Bazaar highly affordable. Not surprisingly, within three months of launch, Food Bazaar emerged as the highest single point sales outlet for FMCG giants. Based on overwhelming success, the company launched Food Bazaar in each Big Bazaar. Therefore it had increased the footfalls in very large amount. So company Pantaloon has decided to blend food and grocery with apparel. Result: food and grocery created the footfall & apparels generated the profit. Nation Builder: Pantaloon is not just another retailer. It is a nation builder this is why it is their conviction that while the majority of Indian retail stimulates the national economy, they dont contribute directly to it, simply because they are unorganized & hence, outside the purview of the countrys taxation system.


Pantaloon is proud to contribute directly to national growth through their organized retail platforms, which generates revenue not just for the company but also for exchequer. Effective Strategy: The effective strategy at Pantaloons is to build a successful traffic plans & an effective margin strategy to obtain perfection. On the one hand, a better quality of store, Promotion & Visual Merchandise has translated into increasing footfalls across all the stores. Pantaloon also has developed specific categories like accessories, cosmetics, artificial jewelers, household articles & the in-hose restaurant, which enjoy sustained customer off take. Over time company has opted to make a large quantity of the biggest contributor- clothing- within its factories & under its own labels, translating into higher margins. Uniqueness Being First:

In a country of more than 12 million retail outlets, the company that thinks laterally is the one that makes a difference. In a country where 96% retail outlets are packed into less than 500 Sq. ft., the average size of Pantaloons retail outlet is around 15,000 sq.ft. In a country, which grew up with the tradition of carrying cut piece lengths to the corner tailoring store, the company has launched the concept of the readymade branded trousers.


In a country where shirt meant plane white & tucked outside the trousers, Pantaloon created a popular segment under the brand name of John Miller. In a country, where a store was an outlet in a single location, Pantaloon introduced a nationwide franchisee model under mens wear retail. In a country where factory outlet referred to a place that sold defective goods at a discount, the company introduced a place that sold contemporary first-rate goods at an attractive price. In a country where departmental store refereed to a well-segregated godown, Pantaloons introduced a first rate retail format. In a country where a discount store was a place that sold goods at an attractive markdown for sometime in the year, the company introduced a store where the discount was institutionalized into its 365-day business model. In a country where retailers were content with having specialized store in one city, Pantaloon opened a chain of stores in 10 cities of India.


VISION TO EMERGE AS THE BEST & MOST PROFITABLE RETAILER IN INDIA Target Customers: The core value of company is INDIAN-NESS. The company is developing an Indian model of retailing. India is a unique country & Indian customers have a unique culture & value system. Thats why the company is targeting the family as the customer rather then the individual. It offers products of Indian taste, a combination of own & shop-in-shop categories & a mix of big retailer partnering with the small-time shopkeeper. Dedication: The company is dedicated to customer satisfaction, thats why it has no questions-asked exchange policy & offering products which customers need. The company follows an inverse pyramid structure of organization where the board of directors is at the bottom & the customer service executive is on the top. Leadership: The company aims to be a leader & not a follower. The company has taken initiative to achieve this leadership position by launching multiple retail formats that target all segments of society.


Self Development: The company has moved over time from apparel manufacturing to distributors to franchisee retailing to the departmental format retailing & to the hypermarket format of retailing. As a result, the company is in a state of learning.


REWARDS & AWARD E & Y Entrepreneur Award: Entrepreneurs vie for the prestigious annual Ernst & Young Entrepreneur of the year award. This international recognition, a measure of entrepreneurial success, is the result of a review of entrepreneurial successes across more than 20 countries. Mr. Kishore Biyani, Managing Director, Pantaloo, emerged as a finalist for the 2001 awards.

IFA Awards for outstanding performance in the Business of Fashion: The retail professional of the year award is given to Indias most admired brands, companies, retailers and individuals for outstanding achievement. This is the most prestigious award in the Indian fashion and retail industry. Mr. Kishore Biyani, managing director, was presented this prestigious award at the images fashion awards-2002.

India Brand Summit - Award for corporate Excellence: The CEO of the year award-2002 was given out by the organizing committee of the India Brand Summit, Mr. Kishore Biyani, was presented the award for 2002.


IMAGES AC NIELSEN FINDINGS: Kolkatas Pantaloons (Gariahat Road) emerged as the citys most popular, multi-brand store on a study conducted by Images Panorama and AC Nielsen. Industry Honours: Pantaloons finished as number one in the Branded Apparels category in a survey conducted by ORG-MARG and the Economic Times Research Bureau. The companys success was drawn from its ability to develop quality products that consistently met the customers fabric and style requirements. Pantaloon ranked high on the customer satisfaction index. Thanks to its reach and its ability to provide quality products at reasonable prices.

Merchandise Apparel: The company bought the exclusive rights to merchandise ICC World Cup 2003 apparel and accessories in the Indian subcontinent.


BIG BAZAAR Big Bazaar isse sasta aur achha kahin nahi is the hypermarket discount store initiative of the company commissioned to address the discount and bargain hunting capacity of the Indian shopper. At big Bazaar, price was the principal value proposition at these stores. The store sold a variety of products 5% to 60% lower than the corresponding market price. Apparel, for instance, was normally cheaper by 25% to 60%. To popularize discounts, Big Bazaar circulated a Patrika with offer like: Kanchan frying pan worth Rs. 250/- free with Dawat premium Basmati rice worth Rs. 310/- and Buy two bottles of Haveli pickles, Get the third free. The magic of the concept is reflected in footfall, Big Bazaar attracts more than 500000 shoppers every month. More importantly, it has emerged as the first organized store to reach out to a broad customer spectrum- from a villager to a wealthy businessman. In addition to the attractive price differential, Big Bazaars draw was its unusual offer: that the customer could not locate similar product at a lower sticker price elsewhere within 10 days, then the customer would be entitled to gift voucher worth twice the amount of the difference! Besides, the Shopin-Shop concept also maximized footfalls. Thanks to its positioning and product availability, the Big Bazaar stores gained a higher share of the costumers shopping basket. The Big Bazaar stores contributed Rs. 55.88 Cr to the companys turnover in 2001-02 (including Shop-in-Shop sales of Rs. 12.87 Cr).


PRODUCTS A Big drive of footfall at Big Bazaar is the product Variety. The Company stocks about 1,30,000 items over 20 product categories. This has been supported by the Companys decision not just to stock it with shops. As a result, a usual Big Bazaar companies shops that stock medicines, optical accessories, camera rolls bakery products dry fruits, crockery, utensils, glassware, health and beauty products, ladies accessories, saree and dress material, infant necessities, readymade garments, fabrics, electronics, watches, clocks, computer accessories, food and beverages, stationery, household appliance, house hold products, plastic products, furniture, home furnishings and luggage. A Big Bazaar also provides PCOs, Photostats and ATM services. Apparels: Apparels accounted for 70% of Big Bazaar off take in 2001-02 the price factor was singularly responsible for the success it started from Rs. 99/- upwards to Rs. 799/-. Even though the apparel products at Big Bazaar reinforced the price with its range mens wear, ladies ethnic, western wear and kids wear the role of Visual Merchandising was emphasized. Non Apparels: Non apparels sales accounted for 10% of Big Bazaar total of sale in 2001-02. A range of more then 1 lac items coupled with a 6% to 60% discounts started a virtuous cycle: thanks to the increased footfall, Big Bazaar entered in to an attractive negotiation with its vendors for better prices, which translated into an even higher footfalls. The non apparel


categories include plastics items, footwear toys, luggage, appliance white goods and stationery. PROMOTIONAL PROGRAMS Visual Merchandising: In a brand-cluttered world, Visual Merchandising helps to create the excitement that transforms a customers in-store interest into purchase. Visual Merchandising is a scientific management of store space. Its role is to adequately display products, highlight discounted products, position products on shelves and design posters in a manner that increases the customer interest and leads logically to a transaction. As a result, effective Visual Merchandising informs, showcases and converts. Ay pantaloons, they work with architecture design professionals who make an intelligent use of shelf talkers, high points, focal point displays, signages, danglers and window display. These professionals are encouraged to design stores with a sensitive reference to the local culture, events and festivals. Design studio: Pantaloons pay a considerable emphasis to the consistent development of new products through a dedicated design and development studio. This studio represents the companys initiative in the area of product research. It studies trends in international fashion and extends its findings into continuous product and design development. This 16-person Mumbai studio comprises qualified NIFT professionals. The design studio was created with a clear objective: To gradually migrate the company to a point where 80% of the products sold could be made

within the companys factories.

Besides, an in-house design and

development studio was created to meet the growing demand for a wider choice across various categories Mens wear (formal and casuals), womens wear (western wear and ethnic wear) and childrens wear- various ages, markets, seasons and preferences. At pantaloons, the design team does not work from an ivory tower. It interacts with category managers, understands their requirements and communicates this information to the merchandising department. The design team then analyses the likely trends for the various markets and sets about designing various options- around 500 in 2001-02-for a season. The design team works closely with the category managers and the merchandising to ascertain the relevance and viability before a design is finally frozen. In 2001-02, the design team widened its offering to include the following: Mens casuals : 200 options Mens formals : 200 options Mens knits HNY Oye Annabelle : 500 options : 300 options : 200 options : 300 options

Bare jeans wear: 300 options Besides, the design team helped category managers conduct a disciplined thematic rollout- symphony on ice series- of garments with attendant fanfare which captured consumer recall.The design team was also instrumented in the mens wear category- Cubix, Linea Classica and ICR. In the ladies wear

category, it launched different styles under the Annabelle, Honey and Bare brands. Loyalty Programs: The maximization of repeat footfalls through customer loyalty programs has been a tradition at Pantaloons. As a result, Pantaloons Green Card holders increased from 5,000 to 75,000 and Green Card holders accounted for 25% of store sales in 2002-03.The Green Card loyalty program was launched in 2000-01, when the company migrated to the national retail chain. This card was different from the others of its kind; it did not just cater to the individual, but to the entire family. Benefits: a Green Card for quick billing, the allotment of points against purchase, the redemption of these points against free purchases, free tickets to city events, add-on cards, special schemes, free home delivery, longer exchange periods and free parking.In 2002-03, Pantaloons Green Card holders enjoyed access to several events and promotions, which included musical programs, a chance to win trips to Bangkok and Singapore and attendance at visits by Hrithik Roshan And Aamir Khan to Pantaloons stores.


PROJECT UNDERTAKEN I have done my training in the Big Bazaar, division of the Pantaloon (Gurgaon) in Sahara Mall. The title of my project is customer feedback which was conducted with the way of questionnaire by getting the response of regular customers in the household section of Big Bazaar. It was a good experience as how to conduct with various people & how to get different information from different customers.

Customer Feedback: Customer feedback is very necessary practice in marketing because with the help of this, a marketer can know his customers attitudes about their products. By taking customer feedback the marketer can make necessary improvement in his product according to the requirements of the customers. Nowadays, it becomes a common practice that every company is taking the customers feedbacks from any of the methods like through websites or e-mails. According to companies like Cadbury India, Godrej Soaps, Voltas, Johnson & Johnson, Raymond, Eureka Forbes and Dabur etc. have already registered at the site & customers can send their feedback through to them. Through net customers can communicate with the companies directly- for complaints, compliments, suggestions and even questions. Many FMCG products producers are providing their e-mail addresses or

websites at the backside of the wrapper, in order to built a link between customers & producers. They listen to different queries of customers & provide assurance about the quality of product. OBJECTIVES OF STUDY

1. To find out the source from where the respondents came to know about Big Bazaar (division of Pantaloon). 2. To find out the customers response about the Layout & Display of Big Bazaar. 3. To find out the availability of products in the Household section. 4. To find out the quality satisfaction of Plastics in the Household section. 5. To find out the quality satisfaction of utensils in the Household section. 6. To find out the quality satisfaction of appliances in the Household section. 7. To find out the Price satisfaction level among customers. 8. To find out the availability & capability of salespersons service stranded at the Household section. 9. To find out the most preferred brands in Plastics. 10. To find out the most preferred brands in appliances. 11. To find out the easy accessibility of the products in household section. 12. To check whether Discounts or Schemes affects the buying behavior of respondents.

RESEARCH METHODOLOGY A research Methodology is a way to systematically solve the research problem. In Research Methodology we study the various steps that are generally adopted by researcher in studying his research problem along with the logic behind them. Research in common parlance refers to a search for knowledge. Information is the lifeblood of managerial decision-making. The purpose of methodology section is to describe the research procedure by which the relevant information is gathered. This section comprises the research design, the data collection method, the sampling procedures and analysis procedures. Research Methodology includes: Research Design Sample Design Data Collection Data Analysis



A Research design is the overall plan or program of research. It is the general blueprint for the collection, measurement and analysis of data. It includes an outline of what the investigator will do from writing the hypothesis and their operational implications to the final analysis of data. It is the overall operational pattern or framework of the project that stipulates what information is to be collected, from which sources and by which procedure.

Depending upon the objective of the study there are four research designs available: Exploratory Research Descriptive Research Diagnostic Research Experimental Research

Exploratory research: It means to gain the familiarity with a phenomenon or to achieve new insight into it. Studies with this object in view are termed as exploratory or formularize research studies. Descriptive research: In this type of research, researcher has to portray accurately the characteristics of particular individual, group or situation. Diagnostic research: It deals with determing the frequency with which something occurs or with which something associated with something else. Experimental research: It is used to test a hypothesis for causal relationship that is the cause & effect relationship.

Research design used during project: Ive taken EXPLORATELY RESERCH DESIGN for my project.

Population: It is the target group, which the researcher wants to know about by studying one or more of its samples. To be complete, a population must be very explicitly defined in terms of elements, sampling units, extent and time. Population taken: GURGAON Sampling Procedure: Sampling is simply the process of learning about the population on the basis of a sample drawn from it. Thus, in the sampling technique instead of every unit of the universe only a part of the universe is studied and the conclusions are drawn on that basis for the entire universe. A sample is a subset of population units. The process of sampling involves three elements: Selecting the sample, Collecting the information, and Making an inference about the population. On the basis of sample study we can predict and generalize the behavior of mass phenomenon.

The method of sampling used during project: CONVENIENCE SAMPLING Sampling Unit: The sampling unit is the basic unit containing the elements of the population to be sampled. It may be the element itself, i.e., the object on which measurements are taken or a unit in which the element is contained. Sampling unit chosen for the project: INDIVIDUAL Sample Size: 100

Data Collection Method: Depending on the source, statistical data are classified under two categories: 1) Primary Data 2) Secondary Data Data used during project: PRIMARY DATA Primary data are obtained by a study specifically designed to fulfill the data needs of the problem at hand. Such data are original in character and are generated in large number of surveys. Method of data collection used: QUESTIONNAIRE METHOD


1) The different sources from where the respondents came to know about Big Bazaar.

4% 19%





2. The customers response about the layout & display of Big Bazaar.



98% -- LIKE 2% -- DISLIKE


3. Customers feedback about the availability of products in the household section.






4. Quality satisfaction level of plastics in household section.



53% 29%

53% -- GOOD 29% -- BAD 18% -- DONT KNOW


5. To know about the purchasing percentage of plastics in the Big Bazaar.






6. Customers feedback about the quality of appliances in the household section.



58% 4%

38% -- GOOD 4% -- BAD 58% -- DONT KNOW


7. To know about the purchasing percentage of appliances in the household section.


42% 58%



8. Customers feedback about the quality of utensils in the household section.





9. To know whether the prices of items in the household section are


comparatively less than the market price or not.



13% 65%


10. To know about the availability & capabilities of salespersons stranded at the household section.




61% -- GOOD 38% -- AVERAGE 1% -- BAD

11. To find out whether the products are easily accessible or not in Big Bazaar.




95% -- YES 5% -- NO

12. To check whether discounts/schemes affects the buying behavior of the customers in Big Bazaar.




62% -- YES 38% -- NOT NECESSARY

13. To know about the most preferable brands in plastics.





2% 4% 6% 9% 14%


21% -- MILTON 16% -- NISSAN 14% -- PEARLPET 9% -- CELLO


14. The most preferable brands of Appliances among customers.



11% 3% 3% 4% 5% 5% 6% 7% 9% 12% 15% 20%

20% -- LG 15% -- MAHARAJA 12% -- INALSA 9% -- PHILIPS 7% -- USHA 6% -- BIRLA

5% -- SUNFLAME 5% -- SINGER 4% -- SUMIT 3% -- REMSON 3% -- JVG 11% -- ANY OTHER

1. 2. 50% employees says that they get the proper incentives & awards. 75% employees says there are hygienic facilities available in the company. 45


60% employees says that the top mgt. of the company is able to generate the sense of participation, involvement & belongingness in the officers.


73% employees says that there are proper in service training schemes in the company which increases the level of efficiency and enhance the productivity.

5. 6.

Only 35% employees are satisfied from the level of delegation of authority. 60% employees says that there are different types of professionals risk/ hazards which effects the level of satisfaction of the employees.


75% employees are satisfied with the level of care for there families.


LIMITATIONS 1) People in Gurgaon are very large in number. We used random sample and convenient sample method. Actual information couldnt be taken from these people because they were large in numbers. 2) As the sample size was only 100, so it cannot be a true representative of the whole Gurgaon. 3) We had very less time to complete this study. To cover all the people it requires lot of time and money. 4) Some people did not have interest in the questionnaire, because of less time. They didnt response well. So it affected the results of the study.


As the slogan of Big Bazaar Isse Sasta Aur Acha Kahin Nahin, has been attracted most of the customers which directly affects on the increase in number of footfalls of customers in Big Bazaar. As what I have observed that slogan attracts many number of customers and ultimately affects on increase in number of footfalls in Big Bazaar. The offers and discounts also attract lot of customers to purchase items from Big Bazaar rather than outside. Also convenient shopping and self-service attracts the customers. According to my survey a great number of population are very much satisfied with the availability & accessibility of products in Big Bazaar. But there are many complaints regarding the quality of Plastics & Garments In Big Bazaar. Customers found most of the items in Plastics were damaged &told that they are not long lasting. But the purchasing of Plastics was in bulk as they are cheaper than other items. So purchasing percentage of Plastics were more. In the appliances section, the purchasing percentage of customers was less than others, because the customers want to buy them from the exclusive shops like LG & all. The number of appliances purchased from Big Bazaar was less. There were a large percentage of customers who are highly satisfied with the price level. They feel reasonable prices in Big Bazaar as well as in food bazaar. But some people didnt agree with the slogan Sasta Price in Big Bazaar as they feel the prices are quite similar to that of the market price. As what I have observed that middle class families are highly satisfied with the price level.

RECOMMENDATIONS 1) In the household section some products consisting of Barcode showing the prices, were not displaying the discounted price on the label of the product. Means discount deducted from the actual price were not shown; they were deducted later at the counter during payment. It made a negative impact on the purchasing of the products by customers. So staff members have to put the offered prices on the product itself, as customers may not see the discount board. 2) Chocolate counter should be displayed near the Toy section so that it can easily attract the attention of Kids.

3) Sometimes the shelves remain empty. So it is the task of salesperson to put all the products, which are lacking on the shelf or which have been finished on the shelf. 4) The section containing curtain fabric should be removed from the household section because of very less sales and turnover. It also occupies lot of shelf space in the section. 5) There should be some sitting arrangements in Big bazaar, as the old people & children get tired & wanted to sit somewhere. 6) The quality of Garments & Plastics should be improved. Means some good brands should also maintained in Big bazaar.