Research Methodology of Big Bazaar

Introduction:
Research is the cornerstone of any science, including both the hard sciences such as
chemistry and physics and the social (or soft) sciences such as psychology, management, or
education. It refers to the organized, structured, and purposeful attempt to gain knowledge
about a suspected relationship.
Many argue that the structured attempt at gaining knowledge dates back to Aristotle and his
identification of deductive reasoning. Deductive reasoning refers to a structured approach
utilizing an accepted premise (known as a major premise), a related minor premise, and an
obvious conclusion. This way of gaining knowledge has been called a syllogism, and by
following downward from the general to the specific, knowledge can be gained about a
particular relationship.
Research comprises "creative work undertaken on a systematic basis in order to increase the
stock of knowledge, including knowledge of humans, culture and society, and the use of this
stock of knowledge to devise new applications." [1] It is used to establish or confirm facts,
reaffirm the results of previous work, solve new or existing problems, support theorems, or
develop new theories. A research project may also be an expansion on past work in the field.
To test the validity of instruments, procedures, or experiments, research may replicate
elements of prior projects, or the project as a whole. The primary purposes of basic
research (as opposed to applied research) are documentation, discovery, interpretation, or
the research and development(R&D) of methods and systems for the advancement of human
knowledge. Approaches to research depend on epistemologies, which vary considerably both
within

and

between

humanities

and

sciences.

There

are

several

research: scientific, humanities, artistic, economic, social, business, marketing,

forms

of

practitioner

research, life, technological, etc.

A broad definition of research is given by Godwin Colebee - "In the broadest sense of the
word, the definition of research includes any gathering of data, information and facts for the
advancement of knowledge."
Another definition of research is given by Creswell who states that - "Research is a process of
steps used to collect and analyze information to increase our understanding of a topic or
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Research Methodology of Big Bazaar

issue". It consists of three steps: Pose a question, collect data to answer the question, and
present an answer to the question.[6]
The Merriam-Webster Online Dictionary defines research in more detail as "a studious
inquiry or examination; especially investigation or experimentation aimed at the discovery
and interpretation of facts, revision of accepted theories or laws in the light of new facts, or
practical application of such new or revised theories or laws"
Research

in

the

humanities involves

different

methods

such

as

for

example hermeneutics and semiotics. Humanities scholars usually do not search for the
ultimate correct answer to a question, but instead explore the issues and details that surround
it. Context is always important, and context can be social, historical, political, cultural, or
ethnic. An example of research in the humanities is historical research, which is embodied
in historical method. Historians use primary sources and other evidence to systematically
investigate a topic, and then to write histories in the form of accounts of the past.
Research in simplified terms means searching for the facts searching for the replies to the
various queries and also for the solutions to the various problems. Research is an inquiry or
an investigation with a specific purpose to fulfill, it helps in clearing the various doubtful
concepts and tries to solve or explain the various unexplained procedures or phenomenons.
According to the encyclopedia of social science, research can be explained as the
manipulation of generalizing to extend, connect or verify knowledge.
Definition:
Research is the process of systematically obtaining accurate answer to significant and
pertinent questions by the use of specific method for gathering and interpreting information.

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Research Methodology of Big Bazaar

Natures and characteristics of research:
There are some characteristics of research which are as follows:

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Research Methodology of Big Bazaar

1. Scientific method:
Research uses scientific method to find fact or to provide solutions to specific problems. The
researcher needs to follow a systematic procedure to conduct research. There is a set of
procedures that have been tested over a period of time and are thus suitable to use in research
procedure must follow the other.
Scientific research in any field of knowledge cannot be conducted in a haphazard manner.
Scientific research cannot be merely based on ones beliefs and imagination. To get the best
possible research results, the researcher needs to adopt the scientific method of inquiry or
investigation.
2. Objectives and logical:
The scientific research is objectives and logical in nature. Research is based on valid
procedures and principles.
There is a need to collect relevant, accurate and objectives data to investigate into the
research problem. Researcher needs to make every possible effort to avoid bias in data
collection. After collection of objectives data, the researcher needs to systematically process
the data, analyze and interpret it, and arrive at logical conclusions. Wherever required the
researcher needs to systematically verify the findings and conclusions.
3. Applied and basic research:
The research can be broadly classified into two broad groups:

Applied research

Basic research

Applied research is a form of systematic inquiry involving the practical application

of science. It accesses and uses some part of the research communities' (the academia's)
accumulated

theories,

knowledge,

methods,

and

techniques,

for

specific,

often state-, business-, or client-driven purpose. Applied research is contrasted with pure
research (basic research) in discussion about research ideals, methodologies, programs, and

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Research Methodology of Big Bazaar

projects.[1] Applied research deals with solving practical problems

[2]

and generally

employs empirical methodologies. Because applied research resides in the messy real world,
strict research protocols may need to be relaxed. For example, it may be impossible to use
a random sample. Thus, transparency in the methodology is crucial. Implications for
interpretation of results brought about by relaxing an otherwise strict canon of methodology
should also be considered
Basic research, also called pure research or fundamental research, is scientific research
aimed to improve scientific theories for improved understanding or prediction of natural or
other phenomena.[1] Applied research, in turn, uses scientific theories to develop technology
or techniques to intervene and alter natural or other phenomena. Though often driven by
curiosity,

[2]

basic research fuels applied science's innovations. [3] The two aims are often

coordinated in research and development.

4. Empirical nature of research:
Empirical

research is research using empirical

gaining knowledge by

means

evidence.

It

of

is
direct

way

of
and

indirect observation or experience. Empiricism values such research more than other kinds.
Empirical evidence (the record of one's direct observations or experiences) can be
analyzed quantitatively or qualitatively. Through quantifying the evidence or making sense of
it in qualitative form, a researcher can answer empirical questions, which should be clearly
defined and answerable with the evidence collected (usually called data). Research design
varies by field and by the question being investigated. Many researchers combine qualitative
and quantitative forms of analysis to better answer questions which cannot be studied in
laboratory settings, particularly in the social sciences and in education.
5. Generalization:
Research findings can be applied to larger population researcher can conduct research on
sample of respondents that represent the universe. The sample selection must be done
systematically so that it properly represents the whole population or the universe. The
research finding based on sample population can then be generalize and applied to the whole
universe, therefore generalization take place when research finding based on sample
respondent are applied to whole population.
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Research Methodology of Big Bazaar

6. Controlled nature of basic research:
In real life experience there are many factors that affect an outcome. A single event is often
the results of several factors. When similar event is tested in research, due to the broader
nature of factors some factors are taken as controlled factors while other are tested for
possible effect. In the pure sciences it is very easy to control certain factors because lab
experiment is conducted.
However it is difficult to perform controlled laboratory experiment in the case of social
science research, although to a limited extents laboratory experiments are possible in social
sciences as well.
7. Development of principles and theories:
A systematic research helps to develop new research and principles and theories. Such
principles and theories. Such principles and theories can be useful to several organizations to
mamage bad deals with people and things in a better way. The general laws or theories
developed through research may enable us to make reliable predictions of events which have
not yet occurred.
8. multipurpose activity:
Research is a multipurpose activity. It helps to discover new fact and old facts. It helps not
only future event but also may help to control such events. It establish casual relationship
between variable and valid study of human behavior and other aspects
9. manipulation of concepts:
This is the factor manipulated by the researcher, and it produces one or more results, known
as dependent variables. There are often not more than one or two independent variables tested
in an experiment, otherwise it is difficult to determine the influence of each upon the final
results.
There may be more than several dependent variables, because manipulating the independent
can influence many different things.
10. Quantitative and qualitative research:

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Quantitative methods emphasize objective measurements and the statistical, mathematical, or
numerical analysis of data collected through polls, questionnaires, and surveys, or by
manipulating pre-existing statistical data using computational techniques. Quantitative
research focuses on gathering numerical data and generalizing it across groups of people or to
explain a particular phenomenon.
Quantitative research study is to determine the relationship between one thing [an
independent variable] and another [a dependent or outcome variable] within a population.
Quantitative research designs are either descriptive [subjects usually measured once]
or experimental [subjects measured before and after a treatment]. A descriptive study
establishes only associations between variables; an experimental study establishes causality.
Quantitative research deals in numbers, logic, and an objective stance. Quantitative research
focuses on numeric and unchanging data and detailed, convergent reasoning rather than
divergent reasoning [i.e., the generation of a variety of ideas about a research problem in a
spontaneous, free-flowing manner].
Qualitative Research is primarily exploratory research. It is used to gain an understanding of
underlying reasons, opinions, and motivations. It provides insights into the problem or helps
to develop ideas or hypotheses for potential quantitative research. Qualitative Research is
also used to uncover trends in thought and opinions, and dive deeper into the problem.
Qualitative data collection methods vary using unstructured or semi-structured techniques.
Some common methods include focus groups (group discussions), individual interviews, and
participation/observations. The sample size is typically small, and respondents are selected to
fulfill a given quota.
11. Research a process:
Research is a systematic process. It involves a number of steps. The main steps include:

Formulating the research problem or situation

Development of hypothesis
Preparing the research design
Determining sample design
Collecting of data
Analysis of data
Testing of data
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Research Methodology of Big Bazaar

Generalization and interpretation preparing of report or thesis

Follow up of report.

Needs and importance of research in business:

A business research program is surely a preferred way for businesses to train and educate
their managers and other staff members in a vast array of different fields. Business research
can relate to economics, business strategy and ethics, in fact, anything associated with
modern business and trade. Undertaking research in business management is important since
it aids a business plan for the future, based on what may have occurred in earlier times. If
performed effectively it can help an organization to make plans on how to become more
viable in its field. Business organization can gain significantly with the help of research the
research and development to develop new product research. Improve the design and quality
of existing one and to reduce cost the marketing research helps to solve marketing problem
relating to price promotion physical distribution and so on
1. Product development:
As market researchers, we are not involved in every stage of new product development
rather we act as moderators during ideation. We test concepts by allowing the target audience
to touch and feel the new product, and we use focus groups at this early stage to discuss the
product in depth.
Quantification is used to determine the likely penetration and take-up of the new product.
Online research can be helpful too because it is so easy to show pictures and diagrams of
products in different forms. Product trials are critically important, and we ensure the
companies chosen are committed to the process and have signed a nondisclosure agreement
so that intelligence doesnt leak out to the competition.
2. Reduction in costs:
Research in business helps a firm to reduce costs. The research may indicate the areas where
high cost involved. It may be possible for the firm to cut down the cost in certain areas.
Therefore cost reduction will improve the overall efficiency of the organization i.e. the
organization will be in a position to achieve higher returns at a low cost
3. Marketing mix decisions:
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Research Methodology of Big Bazaar

Marketing research enables a firm to arrive at sound marketing mix decisions with respect to
product, price, promotion, and physical distribution.
Product decisions:
As, mentioned earlier marketing research enables a firm to design the right product to satisfy
customer requirements.
Pricing decisions:
Marketing research enable a firm to analyze competitors, pricing, customers, price
sensitiveness etc., and accordingly the firm can fix the price. For instance, if the consumer for
a particular product is not price sensitive, the firm may charge a higher price, socially when it
enjoys a good image in the market.
Promotion mix decisions:
Marketing research enables a firm to adopt effective promotion mix (publicity, advertising,
sales, promotion, etc.) if promotion mix is not conducted the firm may give more emphasize
on certain elements of promotion mix thereby ignoring the other elements.
Place decisions:
Marketing research may also enable a firm to take appropriate place decisions with reference
to area of distribution channel selection incentives to channel intermediaries, etc. for instance
the firm may increase marketing effort in those area where it get low sales or if the existing
channel are not effective, it may select alternatives channels etc.
4. Customer relationships:
Marketing research may help the firm to develop good relation with its customer especially
the priority customer. Research can help the firm to collects valuable inputs about the priority
customers. Based on the inputs, the firm can adopt various customer relationship techniques
such as package of loyalty incentives one to one marketing effective after sale service.
5. Dealer relationships:

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Research Methodology of Big Bazaar

Nowadays, dealer relationship is vital for the survival and success of a business an
organization. Marketing research enables a business firm to main good relationship with
dealers. Through research the firm can get feedback from the dealers regarding their
expectations. Accordingly the firm may take appropriate decision relating to dealers
compensation and incentives so as to maintain good relationship.
6. Corporate image:
Nowadays, firm need to build maintains and enhance corporate image in the mind of
stakeholder customers, dealers, employees and other. For instance consumer research may
enable the firm to obtain feedback on customer requirement and expectation and accordingly
the company would make right effort to satisfy consumer and develop good image in the
mind of customers. Also dealer research enable the company to obtain feedback on dealer
requirement and expectation and thus the company would make the effort to enhance dealer
satisfaction which in turn would make efforts to good image of the firm in the minds of
dealers.
7. Competitive advantage:
Through research a company take proactive decisions such as introduction of new models
introduce price changes undertaken innovative promotional schemes bad so on. The proactive
decisions can confer competitive advantages to the firm.
Also, through research the firm can find out the strength and the competitors which make
certain buyers to prefer competitors brands based on competitors brand, based on competitors
research the firm can improve its market offering vis--vis that of the competitors and thereby
enhance its competitive advantage
8. Human resources plans and policies:
Research may be undertaken to frame effective HR plan and policies in respect of:

Recruitment and selection

Training to employs

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Research Methodology of Big Bazaar

Performance appraisal

Promotion and transfer

Compensation plants etc...

9. Financial management:
Research may be undertaken for efficient management of finance. Financial management
covers two broad areas:

Sources of Funds

Application of fund

Proper research may enable a company to determine the best sources of fund and to ensure
proper application of fund for working capital and fixed capital
10. Market expansion:
With the help of marketing research inputs, the company can identify the markets that have
goods potential. According the identify the marketer that have good opportunities and
potential. Yes marketer can enter in new markets. Entry in new markets can undertaken with
the help of appropriate marketing activities such as promotional activities -0 publicity,
advertising, salesmanship, sales promotion etc.

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Research Methodology of Big Bazaar

Company overview
Big bazaar
Big Bazaar Pvt., Ltd. operates as a hypermarket. The company offers fashion and general
merchandise including home furnishings, utensils, crockery, cutlery, sports goods, electronics,
toys, footwear, men's and women's apparel, accessories such as sunglasses, watches, and
handbags, luggage, fruits, vegetables, and stationary products. The company sells its products
through its retail stores located nationwide. Big Bazaar Pvt., Ltd. was founded in 2001 and is
based in Mumbai, India. Big Bazaar Pvt., Ltd. operates as a subsidiary of Future Group.
Kishore Biyani said he is not holding talks with anybody to sell stake in Big Bazaar Pvt., Ltd
and Food Bazaar, Inc. as Future Group has sorted out its debt crisis. "We are not in
discussions with anybody. I don't want to divest my core retail business now. I want to run it,"
Kishore Biyani told ET. "Our debt levels are very comfortable and divestment, if any, will
only be in non-core assets," the Future Group Chief said. "In the past one month, Biyani has
managed to reduce his debt by INR 60 billion. Now, he is in no hurry to sell any of his core
businesses," the person close to Future Group said. Mitsubishi Corporation is looking to
acquire a stake in Big Bazaar Pvt., Ltd. Mitsubishi had made it a pre-condition to invest in
Future Groups food sourcing and back-end infrastructure, sources familiar with the matter
said. Mitsubishi and Future Group discussed the issue in the US last week and Mitsubishi has
even suggested a convertible structure that will allow an equity stake in Big Bazaar. Kishore
Biyani was unavailable for comments and his spokesperson said the matter was speculative.
Mitsubishi did not respond to Business Standard seeking comment.
D mart

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Research Methodology of Big Bazaar

Dolphin Mart Limited, founded in 1992 is engaged in Lifestyle Retail Marketing of imported
rare collectibles ranging from home dcor, art pieces, corporate gifts, furniture and furniture
accessories under two established premium brands namely dMart Exclusif and Woodmart
Exclusif. A national player in the premium luxury segment, is dedicated to offering a range of
aspirational and lifestyle decoratives handpicked from renowned world class brands across
the world, with products from the classic to the contemporary. It is a challenge to handle
fresh produce, says S Jagdish Krishnan, chief operating officer, retail and bakery divisions,
at Heritage Foods. For, it goes through the farmer-broker-wholeseller-retailer chain which
roughly takes a day. If we work along with farmers and process it quickly, we can sell it
profitably. Besides, it also has a 50-member team which procures 55 per cent of its fresh
produce locally in the areas where it operates.
It has one of the largest multi-product, multi brand service centre in the country, where 400
service staff and 120 skilled technicians work, who provide after-sales, collection and
delivery services to customers.
So whenever a customer buys a big product like air-conditioner, its service centre is
informed about the purchase which in turn calls the customer and says it will send technicians
to install it. Its technicians get in touch with customers and install it.
Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater
to the entire Indian consumption space. The Future Group operates through six verticals:
Future Retail (encompassing all retail businesses), Future Capital (financial products and
services), and Future Brands (management of all brands owned or managed by group
companies), Future Space (management of retail real estate), Future Logistics (management
of supply chain and distribution) and Future Media (development and management of retail
media).
Future Capital Holdings, the group's financial arm, focuses on asset management and
consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and
consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer
credit and other consumer-related financial products and services in the near future.

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Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner." One of the core values at Future Group is,
'Indians' and its corporate credo is - Rewrite rules, Retain values.
Future Group Manifesto

Future the word which signifies optimism, growth,

achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas
yet unexplored, write rules yet unwritten; create new opportunities and new successes. To
strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn
our ability to evolve.
We, in Future Group, will not wait for the Future to unfold itself but create future
scenarios in the consumer space and facilitate consumption because consumption is
development. Thereby, we will effect socio-economic development for our customers,
employees, shareholders, associates and partners.
Our customers will not just get what they need, but also get them where, how and when
they need.
We will not just post satisfactory results, we will write success stories. We will not just
operate efficiently in the Indian economy, we will evolve it.
We will not just spot trends; we will set trends by marrying our understanding of the
Indian consumer to their needs of tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us succeed
in the Future. We shall keep relearning. And in this process, do just one thing.
Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the
Pantaloon Group. It works on same the economy model as Wal-Mart and has had
considerable success in many Indian cities and small towns. The idea was pioneered by
entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. Big Bazaar stores in
Metros have a gaming area and kids play area for entertainment.
Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol,
Bangalore, Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur,
Ghaziabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai,
Nagpur, Nasik,

Panipat,

Pune,

Rajkot,

Surat,

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Thane, Thiruvananthapuram,

Research Methodology of Big Bazaar

Vishakhapatnam.
Big Bazaar is not just another hypermarket. It caters to every need of customers family.
Where Big Bazaar scores over other stores is its value for money proposition for the Indian
customers. At Big Bazaar, customer will definitely get the best products at the best prices -thats what Big Bazaar guarantee. With the ever increasing array of private labels, it has
opened the doors into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will
surprise customer. And this is just the beginning. Big Bazaar plans to add much more to
complete customers shopping experience
Avenue Super Marts Ltd.
Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by
the store name D-Mart.
D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all
their daily household needs. A wide selection of home utility products is offered, including
foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home
appliances and much more.
Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a
trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh
and Karnataka. D-Mart is now looking forward to growing its stores across India.
Culture
At ASL, were strong believers in deriving excellence in customer service through
systemic training and rigor at work. We value simplicity and humility in our people and
strongly believe that integrity and merit is the only route to growth at ASPL. We hire
professionals who share our values and unabashedly lead by example.
Vision
It is our continuous endeavor to investigate, identify and make available new
products/categories for the customers everyday use and at the best value than anybody else.

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SWOT ANALYSIS
Strengths:

High brand equity enjoyed by Big Bazaar

State of the art infrastructure
A vast variety of stuff available under one roof
Everyday low prices, which attract customers
Maximum percent of footfalls converted in sales
Huge investment capacity
Biggest value retail chain in India
It offers a family shopping experience, where entire family can visit together.
Available facilities such as online booking and delivery of goods

Weakness:

Unable to meet store opening targets on time

Falling revenue per sq ft
General perception: Low price = Low quality
Overcrowded during offers
Long lines at billing counters which are time consuming
Limited only to value offering low price products. A no of branded products are still
missing from Big Bazaars line of products. E.g. Jockey, Van heusen,
Opportunity:

A lot of scope in Indian organized retail as it stands at approximately 4%.

Increasing mall culture in India.
More people these days prefer to visit big stores where they can find large variety
under one roof
Threats:
Competition from other value retail chains such as Shoprite, Reliance (Fresh and
trends), Hypercity and D mart.
Unorganized retail also appears to be a threat to Big Bazaars business. A large
population still prefers to visit local convenient stores for daily purchases
Changing Government policies
International players looking to foray India
LITRATURE REVIEW

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Research Methodology of Big Bazaar

(Doyle& Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowdhury et al
1998), withsome research efforts having attempted to explore the evolution of store image
formation(Mazursky and Jacoby 1986); and others seeking to conduct a meta-analysis of
retail patronage studies (Pan & Zinkhan 2006). However, the existing literature did not retail
image. Consumers perception of store image is based, in part, on functional qualities that the
store may possess, and by other, less tangible or psychological attributes (Lindquist 1974).
Lindquist analyzed over 20 studies dealing with store image formation and identified 35
different aspects that in reveal any prior studies where clustering techniques had been used
to study consumers perceptions of stofluence store image formation. These were grouped
into nine broad categories, including: merchandise, service, clientele, physical facilities,
convenience, promotion, store atmosphere, institutional attributes, and post-transaction
satisfaction. Mazursky and Jacoby (1986) conducted a similar analysis and verified that
merchandise related aspects (such as quality, pricing and assortment), and service
related aspects (such as quality in general and salespersons service) are among the most
important components of store image. A 1994 study by Baker, Grewal and Parasuraman
confirmed that the store image literature suggests there are linkages between merchandise
and service quality, and store image. A later study by Baker, Grewal and Voss (2002) also
confirmed that service quality was a key determinant of store image. Given the prevalence
in the literature of merchandise and service as two key determinants in the formation of
store image, these two attributes were selected for this present study to gauge consumers
perceptions of retail stores. These attributes were incorporated in this study by obtaining
consumer similarity judgments on retailers service quality and merchandise quality.
The clustering of retail stores based on these two attributes will yield a better
understanding of competition within the retailing industry. This is of interest from a
strategic marketing standpoint in that many off-price retailers carry the same quality
merchandise as other, higher priced retailers (namely, department stores and specialty
stores). In previous years, competition within the retail sector was more clearly delineated
in that department stores tended to compete with other department stores; and in general,
stores of a specific type tended to compete with like stores in reality, these distinctions (at
least with regards to merchandise quality) may not be as clear today since off-price retailers
often carry the same merchandise as specialty and department stores. No longer can the
competition be viewed as narrowly merely by store type - as it had been in the past for
purposes of marketing strategy development. Off-price retailers strive to convince
consumers that their product quality is comparable to that of department stores. This study
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Research Methodology of Big Bazaar

will enable us to confirm whether consumer perceptions of product quality will also yield
information that would be of strategic interest to retailers.

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Research Methodology of Big Bazaar

CONCLUSION
Big Bazaar & D-Mart are a major shopping complex for todays customers. It is a place
where customers find variety of products at a reasonable price. Big Bazaar & D-Mart has a
good reputation of itself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around Big Bazaar & D-Mart.
Volume sales always take place in Big Bazaar & D-Mart. Impulse buying behavior of
customers comes in to play most of the times in Big Bazaar & D-Mart. Big Bazaar & D-Mart
is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food
items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport
items, chocolates and many more. It competes with all the specialty stores of different
products which provide goods at a discounted rate all through out the year. It holds a large
customer base and it seemed from the study that the customers are quite satisfied with Big
Bazaar & D-Mart. As of now there are 34 Big Bazaar & D-Marts in different cities of India, it
seems that there is a vast growth of Big Bazaar & D-Mart lying as customers demand;
increasing for Big Bazaar & D-Marts. It has emerged as a hub of shopping specially for
middle class people. Different types of products starting from a baby food to pizzas wide
range is available under one roof. In Delhi it is the middle class people who mostly do
marketing from Big Bazaar & D-Mart. Even most of the people do their monthly shopping
from Big Bazaar & D-Mart. People not only visit Big Bazaar & D-Mart to do shopping but
also visit for outing purpose as it provides a very nice ambience to its customers. As people
go to malls they just tend to move around Big Bazaar & D-Mart whether it is for shopping
purpose or for outing purpose. Grocery, apparels and food items are the products which are
demanded most by the customers of Ahmedabad in Big Bazaar & D-Mart. The major
drawback of Big Bazaar & D-Mart is that it lacks in providing enough parking space for their
customers. This may discourage the customers to come to Big Bazaar & D-Mart and shop as
they face difficulty in parking their vehicles. Even though some customers say that they dont
feel problem in parking their vehicle, it is because of the parking space available to them by
the mall. As it is discounted specialty stores like Vishal mega mart, The Tata Groups (Croma),
Reliance Retail, & Sabka Bazaar etc.

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BIBLIOGRAPHY

Reference Books
Books name
MARKETING MANAGEMENT AND
BUSINESS BUYER BEHAVIOR.

Author/publication
Kotler, Phillip. Armstrong, PHI pub.
:Delhi, ed. 9th.(pp.218 -224,335-353,411413,559-561,)

Websites

http://www.bigbazaar.co.in

http://www.pantaloonretail.in/businesses/big-bazaar.html

http://www.scribd.com/doc/41556853/Bigbazaar-4p-Mix
http://en.wikipedia.org/wiki/Marketing_management
http://www.pantaloonretail.in
http://dmartindia.com/home.html

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