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A REPORT ON CUSTOMER BEHAVIOUR AND PERCEPTIONS TOWARDS BIG BAZAAR, CHENNAI

PROJECT REPORT
Submitted to the

SCHOOL OF MANAGEMENT
In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINSTRATION


By NISSAR MOHAMED.S (3511010477) Under the guidance of Mr.R.ARIVAZHAGAN.,Asst.Professor

SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY, KATTANKULATHUR 603 203 MAY 2012

NISSAR MOHAMED. S 3511010477 SRM School of Management SRM University SRM Nagar, Kattankulathur - 603 203, Kancheepuram District, Tamil Nadu.

DECLARATION

I hereby declare that the project report entitled A REPORT ON CUSTOMER BEHAVIOUR AND PERCEPTIONS TOWARDS BIG BAZAAR CHENNAI. submitted to SRM School of Management in partial fulfilment of the requirement for the award of the Degree of Master of Business Administration, is a record of the original research work done under the supervision and guidance of Mr.R.ARIVAZHAGAN.,Asst.Professor, SRM School of Management, SRM University, Chennai and that it has not formed the basis for the award of any degree / associate ship / fellowship of other similar title to any candidate of any university.

Place: CHENNAI Date:


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Nissar Mohamed. S

SRM School of Management SRM University SRM Nagar, Kattankulathur - 603 203, Kancheepuram District, Tamil Nadu.

BONAFIDE CERTIFICATE
Certified that this project report titled A REPORT ON CUSTOMER BEHAVIOUR AND PERCEPTIONS TOWARDS BIG BAZAAR CHENNAI is the Bonafide work of Mr. Nissar Mohamed.S, Reg. No: 3511010477 who carried out the research under my supervision Certified further, that to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate. Submitted for the viva-voce examination held on -----------------------

-------------------------------Asst. Professor (Project Guide)

-------------------------------(Dean, MBA)

----------------------------------------External Examiner

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CONTENTS 1 2 Retailing in the Indian Sector Rise of Indian Retailing Sector Research Design Statement of the problem Objectives of the study Need for study Scope of the study Research methodology Limitations of study Chapter Scheme 3 Company Profile Corporate Mission Values Pantaloons Evolution Group Companies Big Bazaar Retailing Principles 4 5 6 Data Analysis And Interpretation Summary Of Findings Suggestions Annexure Conclusion

PAGE NO. 1 3 5 5 5 5 5 6 7 8 9 9 10 11 11 11 12 13-43 43 45 47

Bibliography

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LIST OF TABLES SL. NO. TABLE NO. TITLE PAGE NO.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

4.1. 4.2 4.3 4.4 4.5 4.6 4.7 4.7.1 4.7.2 4.8 4.9 4.10 4.11 4.11.1 4.11.2 4.12 4.13 4.14 4.14.1

Frequency Of Visit Preference Of Shopping Days Preference Of Shopping Time Accompanied By Source Of Knowledge Customer Perception Towards Big Bazaar Customer Expectation Customer Expectation (Age) Customer Expectation (Gender) Product Satisfaction Product Location Helpful Signage Customer Perception Towards Price Customer Perception Towards Price (Age) Customer Perception Towards Price (Gender) Awareness Of Promotional Offers Advantage Of Promotional Offers Customer Perception Customer Perception (Age) V

13 14 16 17 19 20 22 23 24 26 27 28 29 31 32 33 34 35 37

20 21 22 23 24 25

4.14.2 4.15 4.16 4.17 4.18 5.1

Customer Perception (Gender) Age Gender Marital Status Monthly Family Income Customer Expectation And Customer Satisfaction

38 40 41 41 42 43

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LIST OF CHARTS SL. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 19 20 21 22 23 24 25 CHART TITLE 1 2 3 4 5 6 7 7.1 7.2 8 9 10 11 11.1 11.2 12 14 14.1 14.2 15 17 18 19 Frequency Of Visit Preference Of Shopping Days Preference Of Shopping Time Accompanied By Source Of Knowledge Customer Perception Towards Big Bazaar Customer Expectation Customer Expectation (Age) Customer Expectation (Gender) Product Satisfaction Product Location Helpful Signage Customer Perception Towards Price Customer Perception Towards Price (Age) Customer Perception Towards Price (Gender) Awareness Of Promotional Offers Customer Perception Customer Perception (Age) Customer Perception (Gender) Age Marital Status Monthly Family Income Customer Expectation And Customer Satisfaction PAGE 14 15 17 18 20 21 23 24 25 27 28 29 30 32 33 34 36 38 39 40 42 43 44

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RETAILING IN THE INDIAN SCENARIO


Defining a new consumer culture, retailing beats everything else hollow. Though still at a nascent stage, the rate at which retail outlets are mushrooming could give an amoeba a complex. From supermarkets and hypermarkets to department stores and convenience stores and one-stop shops, a retailing wave is currently on in the country. And from food to music and apparel to tea and coffee bars, companies of all hues are indulging in retail speak. Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs 1,44,253 crore today, with a potential to expand to Rs 235,000 crore by 2015. The Indian consumer initially accepted everything that was offered to them but from the nineties the trend changed and the market became more consumers driven. Consumers became more specific about what they wanted and did not pick up anything and everything that was given to them. In shot they became very choosy and needed alternatives to choose from. These in turn made the Indian consumers more knowledgeable about the products and facilities and they have now become tough critics, savvy, purchasers, value driven spenders and practical thinkers when it comes to shopping. The demand for their time at work and home has made the consumers extremely selective about how they would spend their limited time on shopping. The rate of growth in India has gradually picked up in the last two decades. Growth prospects apart, India's very size acts as the fourth largest economy in the world. It is also the second most populous nation in the world. This clearly indicates that within the broad picture of a developing nation, there are segments to represent big enough to represent large markets for organized retail. Due to the increasing demand of consumers for variety and convenience under one single roof and the concept of shopping malls started taking shape in India. Though

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the concept of shopping malls came from the west, when it was introduced in India is was according to Indian taste and preferences. Shopper's stop was the first Shopping mall to start in India. It was promoted by Mr.K.Raheja , a prominent Mumbai-based builder, opened the first outlet in Andheri, Mumbai in 1991, initially it underwent a fair share of growing pains but slowly it caught on and has now been very well excepted by the masses. In India there are a number of large towns and the population in these towns is also very high. This acts as a very important factor to attract the large retailers in venturing into these towns. In the ascending traffic congestion levels, the net result is over crowded towns and parking hassles, One-stop shops have become the places of choice in such a scenario. There has been an explosion of branded goods as a corollary to the receptive conditions created by The new trend; For example: In the eighties there was only one brand of salt available in the Indian market but today there are many brands that are available. Garments, cosmetics, shoes, etc are no way different as a number of brands have entered into the market.

Indian Retailing - On to Generation Mall:


The changing structure of the industry is in response to global forces. There is a perspective of the existing opportunities and the future potential areas across various segments of the retail industry. While this sector hasn't yet been thrown open to foreign investments, the potential for the same in the future is huge. Technology is playing an increasingly crucial role for the success of a retail venture. Retailers are scrambling to tap the vast consumer information at their disposal using technological advancements. The section on such initiatives in the Indian retail scenario is a must for any potential entrant and for majors in the software industry wanting to tap the potential in this industry.

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RISE OF INDIAN RETAIL SECTOR

Traditional retailing continues to be the major form of retail system contributing to over 97% of total retail retail

revenues.

Indian

market is in a transition phase with a fast paced shift towards organized retail

which is predicted to capture 15-20% market share by 2012. Initially organized retail stores made their entry

through metro cities. But with the increased spending

capacities of consumers in tier-2 cities, the new retail stores are entering smaller upcoming cities. There are only a handful of companies with a retail background. Most new entrants to the Indian retail scene are real estate groups who see their access to and knowledge of land, location and construction as prime factors for entering the market. Quite interestingly, the share of retail market in urban and rural India is not very skewed. The organized retail is expected to grow at a rate of 35% in large cities because of shortage of space, while in small towns it would grow at a rate of 50-60 per cent, where ample land is available (NSSO and KPMG analysis).

India, currently, is the hottest retail destination. The Indian retail sector is highly

fragmented with 95% of its business being run by the unorganized retailers like the traditional family run stores and corner stores. The

organized retail is at a very nascent stage though

attempts are being made to increase its proportion to 1520% bringing in a huge by the year 2012

opportunity for prospective new players. Retail

Revolution is just beginning in India. This presents a unique opportunity in time to organized retailers in the western world to leverage and scale-up in India utilizing their well defined and proven processes, procedures and controls. The supply chain, procurement systems and

understanding of global trends & fashion will enable them to succeed. According to the research conducted by Sumitra group, from the setting up of Indias first mall in 1999, there has been a steady proliferation of malls, a trend specially pronounced in the urban XI

cities. Total number of malls was estimated at 200 in 2005-06 and projected to increase to 715 by 2015. The mall mania has bought in a whole new breed of modern retail formats across the country catering to every need of the value-seeking Indian consumer. An average Indian would see a mall as a perfect weekend getaway with family offering them entertainment, leisure, food, shopping all less than one roof. FDI up to 51 per cent is allowed, with prior Government approval for retail trade in Single Brand products with the objective of attracting investment, technology and global best practices and catering to the demand for such branded goods in India (KPMG Research Group).

COMPANY PROFILE
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 152 Big Bazaar stores in 90 cities and towns across India. Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail India. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The current formats include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai The stores are customized to provide the feel of mandis and melas while offering the modern retail features like Quality, Choice and XII

Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known as the "Indian Walmart". On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar, replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin'.

OPERATIONS
Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led primarily by fashion and food products. Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is spread across around 50,000 square feet (4,600 m2) of retail space. While the larger metropolises have Big Bazaar Family centers measuring between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2), Big Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m2). Big Bazaar has the facility to purchase products online through its official web page, and offers free shipping on some of their products.

STATEMENT OF THE PROBLEM


Understanding shopping behaviour is in shopping malls is one of the greatest problems of the marketer. He has to fine tune his marketing mix strategies according to the market needs. For this an in depth Analysis is necessary to understand the shopping behaviour. Big Bazaar one of the well-known shopping malls in the city of Chennai has a different kind of marketing strategy as compared to others. In this background an attempt is made to understand the marketing mix strategies of Big Bazaar from customers' point of view.

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OBJECTIVES OF THE STUDY


The study is conducted with the intention of understanding shopping behaviour of the customers and Customers' perception about the marketing mix strategies of Big Bazaar. The Secondary objective is to analyze Customers' preference for Big Bazaar, Customers' expectation and satisfaction levels.

NEED FOR STUDY


Retail market has come of age and is witnessing a global trend. Chennai is one of the cities witnessing this trend hence it attracts the attention of any researcher to understand the shoppers behaviour and strategies of the retailer in this regard.

SCOPE OF THE STUDY


The study confines itself in understanding the customers' view point of the marketing mix strategies of Big Bazaar in Chennai.

RESEARCH METHODOLOGY
DATA SOURCES:
1. Primary Data Primary data is the information collected for research purpose at hand. Primary data was collected through an interview with the help of a structured questionnaire, which contained quires that were relevant to the purpose of the study as well as pertinent; industry related questions. The present study questionnaire makes use of both open ended and close ended questions.

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2. Secondary Data Secondary data is the information which already exists. Secondary data is collected from journals, magazines, books, dissertations etc. The secondary data for this research was obtained from company profile, corporate magazines, corporate broachers, websites, journals etc. Various books and other published matter were also referred to for sorting, tabulating and analysing the raw data collected. Very little research specific data was available; hence much emphasis was given to primary data.

RESEARCH APPROACH
Survey method was adopted in order to collect the primary data required for the study.

RESEARCH INSTRUMENT
Questionnaire was designed with open-end and close-end questions. The Questionnaire was designed in such a manner so as to cater to all the areas and aspects of the study.

SAMPLING PLAN
1. SAMPLING UNIT: A customer visiting Big Bazaar is identified as the sampling unit. 2. SAMPLING SIZE: The sampling size was 100. 3. SAMPLING PROCEDURE: Random Sampling

DATA ANALYSIS
Simple statistical tools such as averages, ranking, means etc. are used. Graphs and charts are also used to have a better pictorial understanding.

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PLAN OF ANALYSIS
The collected data has been classified, tabulated, analysed and interpreted in an organised manner. Inferences have been drawn carefully and methodically with supportive guidance to avoid discrepancies in the survey. Conclusions have been drawn and suggestions have been made to the best of knowledge. All the work is done under the assumption that the data collected from the respondents was accurate. Throughout the survey and throughout the time the report was prepared, errors and mistakes have been made minimal despite the knowledge o the fact that with a sample size of 100, various hindrances are bound to occur. Utmost care has been taken while preparing this report to see that it can be clearly understood by the reader as well as beneficial to the company.

LIMITATIONS OF STUDY
Some of the limitations of this study are: Due to geographic constraint the study was limited to Chennai City. It is assumed that the respondents understood the questions in the questionnaires as they were supposed to. The chances of misunderstanding were remote but it cannot be ruled out. It is assumed that the information given by the respondents is true as per their knowledge and hence the chances of biased information is remote but definitely cannot be ruled out. Due to the limited number of respondents, the finding may not be the same for the whole population.

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Incorporated in October 1987, Pantaloons ranks amongst the top five retailers in India. Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Man's Wear Private Limited under the stewardship of Mr. Kishore Biyani. The Company was converted into a public limited company on September 20, 1991 and on September 25, 1992 the name was changed to Pantaloon Fashions (India) Limited and the same time it went public and today it has approximately 14,000 shareholders. It later changed its name to Pantaloon Retail (India) Limited on 7th July 1999. From a humble beginning in 1987, Pantaloon as today evolved as a leading manufacturer-retailer in the country with 12 Pantaloon stores and 6 hypermarkets operational across the country. It has been a remarkable journey for PRIL as its evolved from a manufacturing to a completely integrated player controlling the entire value chain.

CORPORATE MISSION
"We share the vision and belief that by improving our performance through innovative spirit and dedication, we shall serve our customers and stakeholders satisfactorily." PRIL believes that unconventional and innovative thinking will be the key ingredients to attain leadership in the emerging retail sector where the rules of the game are still evolving. Whereas serving the customers satisfactorily is the core focus, the company also believes in adequately rewarding its shareholders though concerted efforts on reducing cost and improving profitability. To implement the corporate mission, PRIL has penned a well thought of corporate strategy and policy which will ensure rapid growth in the coming years. This strategy can be best described in the following words 'Rewrite Rules Retain Values'.

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Blending Strategies To targeting a higher share in customer shopping basket the company has adopted blending strategies. By entering into multiple formats - departmental stores and hypermarkets - PRIL has effectively blended the multiple strategies and they have been successful in addressing a high share of the customer's basket. 'Family focus' rather than 'individual focus' PRIL strategy is to target family as its customer rather than individual. With audience having social ethics and culture deeply rooted in them, adopting the pull strategy has brought in more customers into the stores. Moreover, it ensures repeat purchase and this is always in focus and is reflected in all its communications and product offerings. Paradigm shift in "rapid roll-out' The company has aggressive growth plan to achieve scale of economy and attain leadership position in this evolving industry. PRIL's ability to evolve from midformat into large format retail stores is well proven. With aggressive growth plan the company has identified many locations across the country to roll out future stores. The company plans to increase the retail space under control to more than 1 million square feet over the next 3 years to emerge 'Godzilla' of the Indian retail industry.

VALUES
Though unconventional in redefining the ways of doing business, PRIL has not sacrificed on its core values. It believes in retain its core values while redefining business rules.

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Indian-Ness The core value of company is INDIAN-NESS. We believe in ourselves. The company is developing the Indian model of retailing since the customers here have unique culture and value systems and hence it targets the family as customer rather than Individual and offers products of Indian taste, and a combination of own category and shop-in-shop category and hence was born the retailer partnering with small time shop keeper concept. Some of the major milestone achieved by the company in its life span of 14 years is enumerated below: MAJOR MILESTONES COMPANY INCORPORATED THE PANTALOON TROUSER - India's first formal trouser brand launched BARE - Indian Jean brand launched JOHN MILLER- Shirt inspired by America - Formal shirt in popular segment launched Distribution of branded garments through multi-brand retail outlets across nation and exports of garments THE PANTALOON SHOPPEE - Exclusive menswear store 1993-94 in franchisee format launched across nation PANTALOONS- India's Family Store launched BIG BAZAAR - Isse se sasta aur acha kahi nahi! - Indian Hypermarket launched FOOD BAZAAR - Ab Ghar Chalaana Kitna Aasaan - chain 2001-02 of large supermarkets with a difference. GOLD BAZAAR - Sone pe suhaga. Shudh bhi, sasta bhi XIX 2003 1997-98 2001-02 1993-94 1989-90 1993-94 1987-88 1987-88

BIG BAZAR Big bazaar is the hypermarket discount store imitative of the company commissioned to address the discount and bargain hunting tendencies of the Indian shopper. Big Bazaar chain houses everything that one may need in house, under one roof, at the lowest prices. It sells all items either branded or unbranded. This includes clothing, apparel, home textiles & furnishing, white goods, provisions; etc. The merchandise will either be a part of Big Bazaar goods or will be a part of the shop-inshop. Big Bazaar, Pantaloon promises 'more for less', addressing a wider range of product lines which are of interest to the mass market. The high service levels, good ambience and implicit guarantees make shopping at Big Bazaar a worry-free experience. Essentially this hypermarket concept is well on its way to changing the very face of the Indian retailing industry. Products available a Big Bazaar: Apparel and Accessories for Men, Women and Children, Sarees, Linens, Baby Accessories, Cosmetics, Crockery, Dress Materials Suiting & Shirting, Electrical Accessories, Electronics, Footwear, Toys, Home Textiles, Home Needs, Home Decor, Household Appliances, Household Plastics, Utensils & Utilities, Hardware, Stationery, Luggage, Fruits and vegetables.

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RETAILING PRINCIPLES To define the core customer and merchandise for the store, its price points, its assortments and presentation of sales for that target group. To have consistency of quality in every merchandise of the store i.e. same taste and rice points for every merchandise. To always have a unique and exclusive merchandise to differentiate itself from its competitors. To give value for money to the customers. To give publicity and to be on the top of the mind, awareness through various promotional schemes and excitement in store this generates traffic and then business. To give convenience and service to our customers. M To be low cost operator in term of cost. To build up successful partnerships with franchisees. To upgrade technologies, by way of bar-coding, computerised reordering system and to monitor inventories, analyse the customer data base for effective marketing.

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4.1.

FREQUENCY OF VISIT: AGE % GENDER %

FREQUENCY

NO.OF RES.

<20 20-30 30-40 40< MALE FE MALE

Weekly Once Fortnightly Once Monthly Once Quarterly Once On Special Events First Time Total No. Of Res. Total % Of Res. Res - Respondents

2 15 41 10 17 15 100 100

0 9.1

4,4 15.6

0 15.4 57.7 11.5 7.7 7.7 26 100

2.9

0 31.3 40.6 6.3 12.5 9.4 32 100

28.6 7.4 42.9 41.2 0 11.8

18.2 42.2 18.2 6.7 27.3 17.8 27.3 13.3 22 45

14.3 19.1 14.3 17.6 7 68

100 100

100 100

Analyses and Inference: Frequency of shopping also depends also upon aspects like age and gender. In simple words what is to be purchased has a great impact on when it is to be purchased. The above table analyses the frequency of visiting Big Bazaar. Accordingly majority of them regularly visit once a month (41%), 17% of them visit only on special occasions, 15% were either first time visitors or fortnightly visitors. Between the age groups it is observed that the frequency of visit increases with the increase in age. Above 40yrs has maximum frequency of visit i.e. 43% monthly and 27% fortnightly. As far as the younger generation is concerned majority visit during special occasions (27.3%). In case of gender the men visit more frequently except in case of fortnightly where 74% of females visit against none in case of men. It is inferred that that most of the respondents visit big bazaar at least once a month with middle aged men being the main visitors.

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CHART-1 FREQUENCY OF VISIT


45 41.2 40 40.6

35 31.3 N o .o fR e s p o n d e n t s ( % ) 30

25 19.1 17.6

20

15 11.8 10 7.4 5 2.9 0 0 Weekly Once Fortnightly Onc e M onthly Once Frequency of V isit Quarterly Once 6.3

12.5 9.4

Firs t Tim e

M ale

Fem ale

4.2.

PREFERENCE OF SHOPPING DAYS: AGE % GENDER %

PREFERENCE OF NO.OF SHOPPING DAYS <20 Weekdays Weekends Anytime Total No. Of Res. Total % Of Res. Res - Respondents 8 51 41 100 100 9.1

20-30 30-40 40< 0 23.1 38.5 38.5 26 100 0 57.1 42.9 7 100

MALE FE MALE 5.9 54.4 39.7 68 100 12.5 43.8 43.8 32 100

40.9 62.2 50 22 100 37.8 45 100

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Analyses and Inference: Different individuals prefer to shop on different days. To support the statement the above table analyses the frequency of shopping day based on the preference of the respondents. Accordingly majority of them prefer to shop during weekends (51%), followed by 41% not having any fixed day and are comfortable to shop on any day and 8% of the respondents prefer to shop on weekdays. Between the age groups the young adults (20yrs-30yrs) and older generation prefer weekends over anytime. Where as teenagers and middle aged have no shopping day preference. Between the genders the men prefer to shop during weekends (54.4%) and the women have no shopping day preference (43.8%). It is inferred that weekends are preferred over weekdays and middle aged men are the main visitors. CHART-2 PREFERENCE OF SHOPPING DAYS

50 45 40 No. of Respondents (%) 35 30 25 20 15 10 5 0 SHOPPING DAYS 22

45

26

Weekdays

Weekends

Anytime

Preference SHOPPING DAYS Weekdays Weekends Anytime

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4.3.

PREFERENCE OF SHOPPING TIME: NO.OF <20 AGE % 20-30 30-40 40< GENDER % MALE FEMALE

PREFERENCE OF SHOPPING TIME Morning Afternoon Evening

29 23 48

0 40.9 59.1 22 100

28.9 11.1 60 45 100

46.2 34.6 19.2 26 100

57.1 0 42.9 7 100

23.5 23.5 52.9 68 100

40.6 21.9 37.5 32 100

Total No. Of Res. 100 Total % Of Res. 100

Res - Respondents Analyses and Inference: Different people have different shopping time preference. The above table analyses the preference of shopping time of the respondents. Accordingly it can be seen that most of the respondent prefer to shop in the evening (48%), followed by 29% who prefer to shop in the morning and 23% in the afternoon. Between the age groups it is observed that the respondents below 30 years i.e. teenagers and young adults prefer to shop in the evening (around 60%), and respondents above the age of 30 prefer to shop in the morning (46% and 57.1%). Between the males and females the table clearly shows that men prefer to shop in the evening (52%) and the women in the morning (40.6%). It is inferred that most of the respondents prefer to shop in the evening with young males being the main visitors.

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CHART-3 PREFERENCE OF SHOPPING TIME

7% 26%

22%

45%

< 20

20-30

30-40

40 <

4.4.

ACCOMPANIED BY: NO.OF RES, 25 9 13 46 10 4 100 100 <20 0 20-30 15.6 AGE % 30-40 69.2 0 23.1 7.7 3.8 7.7 26 100 40< 0 GENDER % MALE 23.5 FEMALE 28.1 3.1 21.9 43.8 0 6.3 32 100

ACCOMPANIED BY Spouse Parents Children Friends Relatives Alone Total No. Of Res. Total % Of Res. Res Respondents

18.2 6.7 0 4.4 63.6 66.7 18.2 11.1 0 22 100 4.4 45 100

28.6 11.8 71.4 8.8 0 47.1 0 14.7 0 7 100 2.9 68 100

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Analyses and Inference: The people who accompany the customer are highly influential on the customer shopping behaviour. The above table analyses the company preferred by the respondents. Accordingly it can be observed that most of the respondents (46%) prefer to shop with friends followed by 25% of the respondents who prefer to shop with their spouse, 13% with children and 10% and 9% of the respondents prefer to shop with relatives and parents respectively. There are a small percentage of respondents who preferred to shop alone (4%). On the bases of age, a high percentage of respondents below the age of 30 prefer to shop with friends (63.6% and 66.7%), between the age group 30-40, the respondents prefer to shop with their spouse (69.2%), whereas

respondents above the age of 40 prefer to shop with their children (71%). On the basis of gender there is not much difference between men and women in case of spouse and friends, but it can be seen that men prefer to shop with parents and relatives over women who prefer to shop with children. Hence it is inferred that a high percentage of respondents prefer to shop with friends followed by spouse in most of the cases. CHART-4 ACCOMAPNIED BY

50 45 40 35 30 25 20 15 10 5 0 Spouse Parents Children Male Friends Female Relatives Alone

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4.5.

SOURCE OF KNOWLEDGE:

SOURCE OF KNOWLEDGE

NO.QF RES.

AGE %

GENDER %

<20 20-30 30-40 40< MALE FE MALE Print Ads Hoardings Word Of Mouth 42 32 29 45.5 40 27.3 33.3 36.4 28.9 46.2 34.6 15.4 28.6 39.7 28.6 35.3 57.1 30.9 46.9 25 25

Others Total No. Of Res.

1 100

0 22

0 45

3.8 26

0 7

0 68

3.1 32

Total % Of Res. Res - Respondents

100

100

100

100

100

100

100

Analyses and Inference: The above table analyses the source of knowledge of the respondents at Big Bazaar. It was found that 42% of the respondents got to know about Big Bazaar through print ads, followed by 32% who were influenced by hoarding and 26% by word of month. On the bases of age most of the respondents below the age of 40 got to know about Big Bazaar through print ads i.e. teenagers (45.5%) & middle age group (40% & 46.2%) and the respondents above the age of 40 got to know about Big Bazaar by word of month (57.1%). On the basis of genders it can be seen that more number of females (46.9) were influenced by print ads as compared to the males (39.7%) who were more influenced by hoardings (35.3%) as compared to females (25%). It can be inferred that print ads is the most successful medium of advertisement for big bazaar and females below 40 years are most influenced by it. XXVIII

CHART-5 SOURCE OF KNOWLEDGE

Others

Word Of Mouth

Hoardings

Print Ads 0 10 20 30 40 50

4.6.

CUSTOMER PERCEPTION TOWARDS BIG BAZAAR: CUSTOMER PERCEPTION REASONS Big Store Quality Value For Money Variety Promotional Offers Good Provisions Long Queues Others No Comments TOTAL 6 7 27 15 11 9 4 3 3 15 100

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Analyses and Inference: The customers' perception is very vital for any organisation, if it is positive it is beneficial. The above table analyses the customers' perception towards Big Bazaar. 27% of the respondents find Big Bazaar value for money, 15% are satisfied with the variety of products, 11% are happy with the promotional offers, 9% think it is a good store and 7% are satisfied with the quality of the products, 3% of the respondents were unhappy with the long queues. It is inferred that the respondents have a positive image about Big Bazaar. Most of them are satisfied with the price variety and promotional offers, a few were not happy with the long queues at the billing section. CHART-6 CUSTOMER PERCEPTION TOWARDS BIG BAZAR

30 25 20 15 10 5 0 Promotional Offers Quality Good Long Queues Provisions Big Store Value For Money Variety Others

Big Store Promotional Offers Others

Quality Good No Comments

Value For Money Provisions

Variety Long Queues

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No Comments

4.7.

CUSTOMER EXPECTATION: MEAN RANK

CUSTOMER EXPECTATION

Price Quality Variety Branded Products Location Store Layout Exchange Facility Staff Knowledge Employee Behaviour Total No. Of Res. Res - Respondents Analyses and Inference:

4.2 4.67 4.34 3.75 3.48 3.33 3.66 3.99 4.34 100

4 1 2 6 8 9 7 5 2

Peoples expectation varies from different aspects of the store. The above table indicates the factors influencing the shopping behaviour. Accordingly quality, variety, employee behaviour and price are the most important factors (in that order) while shopping, and store layout, location and exchange facilities are the least important factors in that order.

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CHART-7 CUSTOMER EXPECTATION

12% 11%

12% 14%

10% 9% 10%

12% 10%

Price Branded Products Exchange Facility

Quality Location Staff Know ledge

Variety Store Layout Employee Behaviour

4.7.1 CUSTOMER EXPECTATION (AGE): CUSTOMER EXPECTATION AGE % <20 M Price Quality Variety Branded Products Location Store Layout Exchange Facility Staff Knowledge Employee Behaviour Total No. Of Res. 4.2 4.2 4 3.5 3.6 3.8 3.9 4 4.2 22 R 1 1 4 9 8 7 6 4 1 20-30 M 4 4.8 4.4 4.2 3.5 3.4 3.8 4 4.2 45 R 5 1 2 3 8 9 7 5 3 30-40 M 4.3 4.9 4.5 3.6 3.8 3.1 3.1 4.2 4.5 26 R 4 1 2 7 6 8 8 5 2 40< M 5 5 4.7 2.6 2.1 2.6 3.4 3.3 5 7 R 1 1 4 7 9 7 5 6 1

Res - Respondents, M - mean, R - rank

XXXII

Analyses and Inference: The above table analyses the customer expectation on the basis of age. It is seen that the teenagers and old people have similar preferences i.e. price, quality and employee behaviour are the most important followed by variety and staff knowledge. Whereas among the middle aged quality, variety and employee behaviour are more important than the price. Store layout, exchange facilities and location take a back seat in all the age groups. It is inferred that quality, variety, employee behaviour, price and staff knowledge are the most important factors. CHART-4.7.1 CUSTOMER EXPECTATION (AGE)

6 5 4 3 2 1 0 Variety Store Layout Exchange Facility Staff Knowledge Employee Behaviour Quality Price Branded Products <20 Location 20 -30 30-40

40<

XXXIII

4.7.2 CUSTOMER EXPECTATION (GENDER): GENDER % CUSTOMER EXPECTATION (GENDER) M Price Quality Variety Branded Products Location Store Layout Exchange Facility Staff Knowledge Employee Behaviour Total No. Of Res. 4.22 4.62 4.29 3.72 3.35 3.13 3.63 3.78 4.29 68 R 4 1 2 6 8 9 7 5 2 M 4.16 4.78 4.44 3.81 3.75 3.75 3.72 4.44 4.44 32 R 5 1 2 6 7 7 9 2 2 MALE FEMALE

Res - Respondents, M - mean, R - rank Analyses and Inference: The-above table analyses the customer expectation on the basis of gender. There is not much difference in the preference of males and females in case of quality, variety, employee behaviour and branded products. It is seen that the staff knowledge, location and store layout are more important for females as compared males who prefer low prices and good exchange facilities is inferred that quality, variety, employee behaviour, price and staff knowledge 3 the most important factors.

XXXIV

CHART-7.2 CUSTOMER EXPECTATION (GENDER)

6 5 4 3 2 1 0 Price Store Layout Staff Knowledge Employee Behaviour Exchange Facility Quality Branded Products Location Male Female Variety

4.8.

PRODUCT SATISFACTION: NO.OF AGE % <20 20-30 30-40 GENDER % 40< MALE FE MALE

PRODUCT

SATISFACTION Yes No Total No. Of Res. Total % Of Res. Res - Respondents

RES. 93 7 100 100 90.9 9.1 22 100 91.1 8.9 45 100 96.2 3.8 26 100 100 0 7 100 92.6 7.4 68 100 93.8 6.3 32 100

XXXV

Analyses and Inference: A customer becomes a loyal customer only if he is satisfied with the products. The above table analyses the product satisfaction of the respondents at Big Bazaar. Majority of the consumers (93%) are satisfied with the Products available at big bazaar and a small percentage (7%) are dissatisfied with the products. On the basis of age, it is seen that the satisfaction level increases with the increase in age; it is 90% in case of below 20 years 91%in the age group of 20-30, 96.2% in case of 30-40 and 100% in case of 40 years and above. While analysing the genders it is seen that there is a slight difference between the males and the females. The females are more satisfied (93.8%) as compared to the males (92.6%). Hence it can be inferred that the products at Big Bazaar are doing well and a high percentage of the customers are satisfied with them, females above the age of 40 years are the most satisfied customers.

120 100 80 60 40 20 0 <20 20-30 Yes No 30-40 40<

XXXVI

4.9.

PRODUCT LOCATION NO.OF RES. AGE % <20 GENDER %

PRODUCT

20-30 30-40 40< MALE FE MALE

LOCATION

Yes No Total No. Of Res. Total % Of Res. Res - Respondents

11 89 100 100

18.2 4.4 81.8 95.6 22 100 45 100

19.2 80.8 26 100

5.9

21.9 78.1 32 100

100 94.1 7 68

100 100

Analyses and Inference: A customer would be satisfied only if he is able to locate the product he wants to buy. From the above table it can be analysed that 89% of the respondents do not find it difficult to locate a product in Big Bazaar, and only 11% face problems to find the required product. On the basis of age the teenagers and the middle aged group (30-40) find it more difficult to locate a product as compared to young adults and respondents above the age of 40. On the basis of gender it can be clearly seen that the females (21.9%) find it more difficult to locate a product as compared to males (5.9%). Hence it can be analysed that most of the customers are satisfied by the product availability, with males between the age of 20-30 and above 40 being the most satisfied respondents.

XXXVII

9.0 Product Location Chart

100 90 80 70 60 50 40 30 20 10 0 Yes Male Female No

4.10. HELPFUL SIGNAGE: HELPFUL SIGNAGE Yes No Total No. Of Res. Total % Of Res. Res - Respondents 97 3 100 100 NO.OF RES. AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALE 95.5 97.8 4.5 22 2.2 45 80.8 19.2 26 100 100 94.1 0 7 5.9 68 78.1 21.9 32 100

100 100

100 100

XXXVIII

Analyses and Inference: Helpful signage is essential in a store like Big Bazaar as it helps the customer to locate product they need. From the above table it can be analysed that most of the respondents (97%) are satisfied with the signage in Big Bazaar. Between the age groups it can be seen that the satisfaction level increases with the increase in age it is 95,5% in case of teenagers and 100% in case of respondents above the age of 40, Between the genders it is seen that the males (98.5%) are more satisfied with the signage at Big Bazaar as compared to the females (93.8%). It is inferred that the signage at big bazaar are helpful to most of the customers and the satisfaction level is highest in old age groups and males. 10. Chart for Helpful Signage

100 80 60 40 20 0 MALE Yes No FE MALE

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4.11 CUSTOMER PERCEPTION TOWARDS PRICE: PRICE TOTAL

MEAN Provisions Fruits And Vegetables Crockery, Utensils, Plastic Apparel Total No. Of Res. 2.49 2.57 2.63 2.71 100

RANK 1 2 3 4

Res - Respondents, M - Mean, R - Rank Analyses and Inference: Price is the most important factor a customer looks for while shopping. The above table analyses the customer perception towards the prices of various products at Big Bazaar. Accordingly the customers find the prices very reasonable (the weighted means are between 2.49-2.71). The price of provisions are rated the least, followed by fruits and vegetables, then crockery, utensils and plastic and finally apparel. It is inferred that the respondents are most satisfied with the price of provisions and least satisfied with the price of apparel.

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10. Customer Perception towards Price

2.75 2.7 2.65 2.6 2.55 2.5 2.45 2.4 2.35 Provisions Fruits And Vegetables Crockery, Utensils, Plastic Apparel

Provisions

Fruits And Vegetables

Crockery, Utensils, Plastic

Apparel

4.11.1. CUSTOMER PERCEPTION TOWARDS PRICE (AGE): PRICE (AGE) AGE % <20 M R 2.55 3 2.5 2.5 1 1 20-30 M R 2.62 2 2.69 3 2.71 4 2.58 1 45 30-40 M R 2.38 1 2.54 2 2,54 2 2.69 4 26 40< M R 1.86 1 2.14 2 2.86 3 2.86 3 7

Provisions Fruits And Vegetables Crockery, Utensils & Plastic Apparel Total No. Of Res.

2.95 4 22

Res - Respondents, M - mean, R rank

XLI

Analyses and Inference: The above table analyses the customer perception towards the prices of various products at Big Bazaar on the basis of age. It is seen that the teenagers find the prices of fruits & vegetables and crockery, utensils & plastic most satisfactory whereas the rest find the prices of provisions most satisfactory. Most of the respondents are dissatisfied with the prices of apparel except respondents between 20-30yrs. It is inferred that the respondents are most satisfied with the price of provisions and least satisfied with the price of apparel. Aver all the prices are satisfactory. 11. Customer Perception Towards Price (Age)

3.5 3

2.5 2 1.5 1

0.5 0 <20 Provisions 20-30 Fruits And Vegetables 30-40 Crockery, Utensils & Plastic 40< Apparel

XLII

4.11.2. CUSTOMER PERCEPTION TOWARDS PRICE (GENDER): PRICE (GENDER) GENDER % MALE Provisions Fruits And Vegetables Crockery, Utensils, Plastic Apparel Total No. Of Res. Res - Respondents Analyses and Inference: The above table analyses the customer perception towards the prices of various products at Big Bazaar on the basis of gender. Accordingly the males are satisfied with the prices of apparel, fruits and vegetables, crockery, utensils, plastic and provisions (in that order) as compared to the females who find the prices of crockery, utensils & plastic and apparel cheaper than fruits & vegetables and provisions. It is inferred that both the genders have similar perception of the prices at Big Bazaar. 11. Customer Perception Towards Price (Gender)
3.5

FEMALE R 4 2 3 1 M 2.22 2.28 2.56 2.34 32 R 4 3 1 2

M 2.62 2.71 2.66 2.88 68

2.5

1.5

0.5

0 Provisions Fruits And Vegetables M ale Crockery, Utensils, Plastic Female Apparel

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4.12 AWARENESS OF PROMOTIONAL OFFERS: AWARENESS OF OFFERS Print Ads At The Store Word Of Mouth Total No. Of 63 23 18 100 54.5 68.9 22.7 17.8 31.8 15.6 22 100 45 100 53.8 38.5 11.5 26 100 85.7 63.2 0 22.1 62.5 25 15.6 32 100 NO.OF AGE % RES. <20 20-30 30-40 40< GENDER % MALE FEMALE

14.3 19.1 7 100 68 100

Total % Of Res. 100 Res - Respondents Analyses and Inference:

Promotional offers are successful only when the prospective customers are aware of them. From the above table it can be analysed that 63% of the respondents got to know about the promotional offer at Big Bazaar through print ads. 23% of the respondents were introduced to the offers at the store and followed by 18% by word of month. On the basis of age most of the respondents in all age groups got to know about the promotional offers through print ads, 38.5% of the respondents between the age group of 30-40 were introduced to the offers at the store. There was not much difference on the basis of gender. Hence it can be inferred that print ads is the most successful medium of advertising offers and discounts for big bazaar, at the store displays also play an important role.

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12. Awareness of Promotional Offers

90 80 70 60 50 40 30 20 10 0 <20 20-30 Print Ads At The Store 30-40 Word Of Mouth 40<

4.13 ADVANTAGE OF PROMOTIONAL OFFERS: ADVANTAGE OF NO.OF AGE % GENDER %

PROMOTIONAL OFFERS Yes No Total No. Of Res. Total % Of Res. Res Respondents 87 13 100 100

<20

20-30

30-40 40< MALE

FE MALE

100 0 22 100

86.7 13.3 45 100

73.1 26.9 26 100

100 91.2 0 7 8.8 68

78.1 21.9 32 100

100 100

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Analyses and Inference: The promotional offers introduced are successful only if the customers take advantage of them. From the above table it can be analysed that most of the respondents (87%) take advantage of the promotional offers at Big Bazaar. A small percentage (13%) does not make use of the promotional offer. On the basis of age it can be seen that teenagers and old people take full advantage of the promotional offers. A few of the middle aged respondents do not take advantage of the promotional offers (13.3% and 26.9%). On the basis of gender it is clearly seen that the males (91.2%) take more advantage of the promotional offers as compared to the females (78.1%). It is inferred that the promotional offers at Big Bazaar are doing well, the teenagers and old people take full advantage of these offers and the males are more attracted to the offers. 4.14 CUSTOMER PERCEPTION: CUSTOMER PERCEPTION TOTAL MEAN RANK

Price Quality Variety Branded Products Location Store Layout Exchange Facility Staff Knowledge Employee Behaviour Total No. Of Res, Res - Respondents

3.77 3.61 3.77 3.23 3.69 3.61 3.37 3.22 3.4 100

1 4 1 8 3 4 7 9 6

XLVI

Analyses and Inference: Peoples perceptions and expectation from different products vary, and they are satisfied only if they get what they want. The above table indicated the perception of the respondents at Big Bazaar about various factors. Accordingly the respondents are highly satisfied with the price, variety, location and quality. Whereas they are not

content with the staff knowledge, branded products, exchange facilities and employee behaviour. It is inferred that the respondents are satisfied with most of the factors at Big Bazaar (since the means don't show high difference), with price, variety and location being the most satisfactory. 14. CUSTOMER PERCEPTION Chart

3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 3 2.9 Price Branded Products Exchange Facility Quality Location Staff Knowledge Variety Store Layout Employee Behaviour

XLVII

4.14.1 CUSTOMER PERCEPTION (AGE): CUSTOMER PERCEPTION AGE %

(AGE)

<20 M R 1 4 3 4 7 4 2 9 8

20-30 M R

30-40 M R

40< M R

Price Quality Variety Branded Products Location Store Layout Exchange Facility Staff Knowledge Employee Behaviour Total No. Of Res.

4.5 3.45 3.64 3.45 3.36 3.45 4 2.86 3.09 22

3.4 6 3.8 2 3.7 3 3.4 8 3.8 1 3.6 4 3.4 8 3.4 6 3.4 5 45

3.38 5 3.58 2 3.85 1 2.81 8 3.54 3 3.42 4 2.81 8 3.15 7 3.35 6 26

4.86 1 2.57 8 3.86 5 3 4 7 3

4.29 2 3.29 6 3 4 7 7 3

Res - Respondents, M - mean, R - rank Analyses and Inference: The above table analyses the customer perception on various factors at Big Bazaar the basis of age. It is seen that the teenagers find the price, exchange facilities and variety more satisfactory as compared to the other factors. The middle age group is satisfied with the location, quality, variety and store layout, and old people are satisfied with the price, store layout, employee behaviour and location as compared to the other factor. It is inferred that people at different age levels have different priorities and the price, variety and location are the most satisfactory.

XLVIII

14.1 CUSTOMER PERCEPTION (AGE) Chart:


6

S ta ff K n o w le d g e

P r ic e

E m p lo y e e

L o c a tio n

E x c h a n g e

S to reL a y o u t

<20

20-30

30-40

40<

4.14.2 CUSTOMER PERCEPTION (GENDER): CUSTOMER PERCEPTION (GENDER) GENDER % MALE M Price Quality Variety Branded Products Location Store Layout Exchange Facility Staff Knowledge Employee Behaviour Total No. Of Res. 3.65 3.68 3.69 3.29 3.69 3.65 3.26 3.22 3.34 68 R 4 3 1 7 1 4 8 9 6 FEMALE M 4.03 3.47 3.94 3.09 3.69 3.53 3.59 3.22 3.53 32 R 1 7 2 9 3 5 4 8 5

Res - Respondents, M - mean, R - rank

XLIX

B e h a v io u r

Q u a lity

V a rie ty

P r o d u c ts

B r a n d e d

F a c ility

Analyses and Inference: The above table shows the analyses of customer perception on various factors at Big Bazaar on the basis of gender. It is seen that the males are most satisfied with the variety, location, quality and price (in that order) as compared to the females who are highly satisfied with the price, variety, location and exchange facilities. It is inferred that price, variety and location are the most satisfactory factors in both the genders. 14.2 Customer Perception Gender Chart:

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Price Variety Location Exchange Facility Employee Behaviour

Male

Female

4.15 AGE: AGE BELOW 20 20-30 30-40 NO. OF RESPONDENTS % OF RESPONDENTS 22 45 26 22 45 26 7 100

40 AND ABOVE 7 TOTAL 100

Analyses and Inference: The above table analyses the age of the respondents at big bazaar. 45% of the respondents are between the age of 20yrs-30yrs, 26% fall in 30yrs-40yrs bracket, 22% are teenagers, and 7% of the respondents are 40yrs and above. It is inferred that the respondents are not evenly distributed on the basis of age and a high percentage of the respondents are in the 20yr-30yrs age group. 15. Chart for AGE

45 40 35 30 25 20 15 10 5 0 BELOW 20 20-30 20-30 30-40 30-40 40 AND ABOVE

BELOW 20

40 AND ABOVE

4.16. GENDER: NO. OF RESPONDENTS % OF RESPONDENTS GENDER MALE FEMALE TOTAL 68 32 100 68 32 100

LI

Analyses and Inference: The above table analyses the gender wise classification of the respondents at Big Bazaar. It is seen that 68% of the respondents are males and 32% are females. It is inferred that the survey group was not distributed evenly on the bases of gender and there were more males as compared to females. MARITAL STATUS: MARITAL STATUS NO. OF RESPONDENTS %OF RESPONDENTS

MARRIED SINGLE TOTAL

42 58 100

42 58 100

Analyses and Inference: The above table analyses the marital status of the respondents at Big Bazaar. It is seen that 42% of the respondents are marries and 58% are single. It is inferred that the survey group was evenly distributed on the bases of marital status.

LII

17. Marital Status

42%

58%

MARRIED

SINGLE

4.17.

MONTHLY FAMILY INCOME: NO. OF RESPONDENTS % OF RESPONDENTS

MONTHLY FAMILY INCOME

< 10000 10001-20000 20001-30000 30001 < TOTAL Analyses and Inference:

9 18 28 45 100

9 18 28 45 100

The above table analyses the monthly family income of the respondents at big bazaar. 45% of the respondents have a monthly family income of Rs. 30000 and above, 28% fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000, and 9% of the respondents below Rs. 10000. It is inferred that the respondents are not evenly distributed on the basis of monthly family income and a high percentage of the respondents have a family income of 30000 and above. LIII

18. Monthly Family Income Chart

20%

49%

31%

10001-20000

20001-30000

30001 <

1. Comparison between Customer Expectation Customer Satisfaction: 5.1. Customer Expectation and Customer Satisfaction: FACTORS Price Quality Variety Customer 4 1 2 Customer 1 4 1 8 3 4 7 9 6 Status Highly Satisfied Dissatisfied Satisfied Dissatisfied Highly Satisfied Highly Satisfied Equilibrium Highly Dissatisfied Highly Dissatisfied

Branded Products 6 Location Store Layout Exchange Facility Staff Knowledge Employee 8 9 7 5 2

LIV

FINDINGS
It was found that the respondents are highly satisfied with respect to price, location and store layout; They are satisfied with the variety of products and the exchange facilities; they are dissatisfied with the quality and availability of branded products; and highly dissatisfied with staff knowledge and employee behaviour. Today the consumer looks beyond price as it can be seen that price is rated 4, other factors such as quality, employee knowledge and behaviour, variety have become more important. Big Bazaar is successful in satisfying its customers with low prices, good location and variety of products but the quality & employee knowledge and behaviour are not very satisfactory.

10 9 8 7 6 5 4 3 2 1 0 Staff Knowledge Store Layout Employee Behaviour Price Location Exchange Facility Variety Quality Branded Products

Customer Expectation

Customer Satisfaction

LV

1. Most of the respondents visit big bazaar at least once a month, with Middle- aged men being the main visitors. 2. Weekends are preferred over weekdays, with middle aged men being most comfortable wit this time. 3. Most of the respondents prefer to shop in the evening, with young males preferring this time over the others. 4. A high percentage of respondents prefer to shop with friends followed by spouse in most of the cases. It was also seen that age plays an important role in deciding the company for shopping. 5. Print ads are the most successful medium through which people were aware of Big Bazaar, and females below 40 years are most influenced by it. 6. Respondents have a positive image about Big Bazaar. Most of them are satisfied with the price, variety and promotional offers, a few were not happy with the long queues at the billing section. 7. The products at Big Bazaar are doing well and a high percentage of the customers are satisfied with them, females above the age of 40 years are the most satisfied customers. 8. Most of the customers are satisfied by the product availability, with males between the age of 20-30 and above 40 being the most satisfied respondents. 9. The signage at big bazaar is helpful to most of the customers and the satisfaction level is highest in old age groups and males. 10. The respondents are most satisfied with the price of provisions and satisfied with the price of apparel. Over all the prices are satisfactory. 11. Print ads is the most successful medium of advertising offers and discounts for big bazaar, at the store displays also play an important role. 12. The promotional offers at Big Bazaar are doing well, the teenagers and old people take full advantage of these offers and the males are more attracted to the offers. 13. High percentages of the respondents are in the 20yrs-30yrs age group. LVI least

14. On The bases of gender there were more males as compared to females. 15. The survey group was evenly distributed on the bases of marital status. 16. Majority of the respondents have a monthly family income of above 30000, which means that upper middle class is also targeted.

SUGGESTIONS
The marketing mix of Big Bazaar could be more concentrated on the apparel section, as it is comparatively less satisfactory with. The provision section is already doing well and gaining customers through word of mouth publicity; hence during promotions the apparel section could be more highlighted. Branded and designer labels could also be introduced. In general Big Bazaar is positioned as a low priced and good quality store. But it is only the low price which has clicked with the customers i.e. the consumer regards Big Bazaar as a store for reasonable price and not good quality; hence efforts must be made to improve the perception of the consumers regarding the quality of the products. During the peak hours (weekends & evenings) the customers face problems due to less billing counters and less number of employees to attend to them, hence increase in the number of billing counters and sales person during peak hours is recommended. In general the store layout is satisfactory, but in certain places it is congested and the products are not placed properly due to this a few products go unnoticed, hence a more spacious an well planned store layout is recommended. Most of the customers are introduced to the discounts only after they visit the store, hence during advertisements the discounts should be highlighted and efforts must be made to make them known to the prospective buyers. The employees have an upper hand in what the customers buy and what they perceive about the store. It was seen that a high percentage of the respondents are not satisfied with the employee knowledge and their behaviour. Employees should be LVII

trained well and they should have complete knowledge about the products and the promotional offers running in the store. This could be done by introducing communication workshops; awards such as employee of the year could also be introduced. The employees should be more patient, helpful and customer friendly.

LVIII

CONCLUSION

The purchasing power of the consumer has also increased; giving rise to his wants and needs. It is over here that big retail chains such as Big Bazaar come into picture satisfying various consumer needs under one roof.

From the survey conducted on the customers' perception towards the marketing mix of Big Bazaar the following can be concluded regarding the P's:

The customers are highly satisfied with the variety and of products, but at the same time they are not very happy with the quality and availability of branded products.

Big Bazaar has definitely succeeded in keeping up its image of a value for money store, as its price has been rated positively. The promotions are not hitting the target. Although Big Bazaar has been promoting their offers, most of the customers are introduced to these only at the store.

Customers are delighted with the location of Big Bazaar as it is located in the most intensely populated area of Chennai. Big Bazaar has been successful in keeping up its promise of providing value for money goods, but today customers look beyond price, such as quality, employee behaviour, store atmosphere etc. Big Bazaar has scope for improvement in these yields. LIX

BIBLIOGRAPHY

Marketing Management Philip Kotler

Consumer Behaviour Leon G. C. Schiffman Leslie Lazar Kanuk

WEBSITES www.pantaloon.com www.google.com www.altavista.com

NEWSPAPER Times of India Business Times- The Strategist

MAGAZINES Business Today LX

QUESTIONNAIRE

Dear Customer, We would be obliged if you could fill the following details to the best of your knowledge.

1. How often do you visit BIG BAZAAR: ( ) weekly once, ( ) fortnightly once, ( ) monthly once, ( ) quarterly once, ( ) during special events, ( ) first time.

2. When do you shop at BIG BAZAAR: ( ) weekdays, ( ) weekends,( ) anytime,

3. You prefer to shop in the: ( ) morning, ( ) afternoon, ( ) evening.

4. Usually you shop with: ( ) spouse, ( ) parents, ( ) children, ( ) friends, ( ) relatives, ( ) alone.

5 How did you come to know about BIG BAZAAR: ( ) print ads, ( ) LXI

hoarding,( ) word of mouth, others_________________________

5.

What comes to your mind when you think of BIG BAZAAR:

7. How important are the following factors while shopping: 1-not at all important, 5-very important. RATING PRICE QUALITY VARIETY BRANDED PRODUCTS LOCTION STORE LAYOUT EXCHANGE FACILITY STAFF KNOWLEDGE EMPLOYEE BEHAVIOUR 8. Are you satisfied with the products available a BIG BAZAAR: ( ) yes, ( ) no, if no reasons:____________________ 9. Do you find it difficult to locate a product that you need: ( ) yes, ( ) no, if yes reasons_________________ 10. Is the signage in the store helpful: ( ) yes, ( ) no, if no reasons: 1 2 3 4 5

LXII

11. What do you think about the prices at BIG BAZAAR: RATINGS VERY LOW SAME AS LOW PROVISIONS FRUITS AND VEGTABLES CROCKERY, UTENSILS & PLASTIC APPAREL OTHERS

HIGH VERY HIGH

12. How did you come t know about the promotional offers at BIG BAZAAR: ( ) print ads, at the store, word of mouth, others:_________________ 13. Do you take advantage of the promotional offers at BIG BAZAAR: ( ) yes, ( ) no, if no reasons:_______________________ 14. How satisfied are you regarding the following factors at BIG BAZAAR: 1-highly dissatisfied, 5- highly satisfied. RATINGS PRICE QUALITY VARIETY BRANDED PRODUCTS LOCTION STORE LAYOUT EXCHANGE FACILITY 1 2 3 4 5

LXIII

STAFF KNOWLEDGE EMPLOYEE BEHAVIOUR Problems/suggestions:_ 15. Name: _____________________________ 16. Age: ( ) below 20 yrs, ( ) 20-30 yrs, 30-40 yrs, 40 and above. 17. Gender: ( ) male, ( ) female 18. Marital status: ( ) married, ( ) single 19. Monthly family income (Rs):( ) below 10000, ( ) 10001-20000, ( ) 20001-30000, ( ) 30001 and above.

LXIV