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A

Major Project Report
On
“A Study on Consumer Buying Behavior of retail industry with
special references to Big Bazaar in Ambala Cantt.”

Submitted for partial fulfillment of requirement for the award
of degree
Of
Master of Business Administration
Of
PUNJAB TECHNICAL UNIVERSITY (P.T.U.)
JALANDHAR (PUNJAB)

Session 2015-17
Submitted To: Submitted By:
Ms.Ishita Bhatnagar Aman Rana
Faculty of Management Roll No.1537429
MBA IV Semester

CHANDIGARH GROUP OF COLLEGE- TECHNICAL
CAMPUS
JHANJERI, MOHALI

DECLARATION
1
I the undersigned solemnly declare that the report of the project
work entitled “A Study on Consumer Buying Behavior of retail
industry with special references to Big Bazaar in Ambala Cantt. “,
is based my own work carried out during the course of my study under
the supervision of “Ms. Ishita Bhatnagar”.

I assert that the statements made and conclusions drawn are an
outcome of the project work. I further declare that to the best of my
knowledge and belief that the project report does not contain any part
of any work which has been submitted for the award of any other
degree/diploma/certificate in this University or any other University.

Aman Rana
Roll No.1537429

CERTIFICATE BY GUIDE
2
This to certify that the report of the project submitted is the outcome of
the project work entitled “A Study on Consumer Buying Behavior of
retail industry with special references to Big Bazaar in Ambala
Cantt.” carried out by Aman Rana bearing Roll No.1537429 &
Enrollment No.:1537429 carried by under my guidance and supervision
for the award of Degree in Master of Business Administration of Punjab
Technical University (PTU), Jalandhar, India.
To the best of the my knowledge the report
i) Embodies the work of the candidate him/herself,
ii) Has duly been completed,
iii) Fulfils the requirement of the ordinance relating to the MBA
degree of the University and
iv) Is up to the desired standard for the purpose of which is
submitted.

(Signature of the Guide)
Name:
Designation:
Department:
Name & Address of the
Institute:

ACKNOWLEDGEMENT

3
I express my sincere thanks to my project guide Ms. Ishita Bhatnagar for guiding
me right from the inception till the successful completion of the project. I sincerely
acknowledge him for extending his valuable guidance, support for literature, critical
review of project and the report and above all the moral support he had provided to me
with all stages of this project.

Aman Rana

Roll No.1537429

MBA

Semester.IV

PREFACE

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There is no doubt, that class room study is quite important for gaining
theoretical knowledge, but practical is also important of students who wants to equip
themselves with the real life of corporate environment in any field of studies. It is also
true in Management studies

Project work is conducted as an integral part of the Management Course. It
provides an opportunity to apply the theoretical knowledge in practice. Hence, it gives
an excellent opportunity to a student to apply his capability, ability, intellect,
knowledge, brief reasoning and mettle by giving a solution to the assigned problem,
which reflects his caliber.

I had the privilege to do my project on the topic of “A Study on

Consumer Buying Behavior of retail industry with special references
to Big Bazaar in Ambala Cantt.”. This project compared the various
investment alternatives available to investors. For this purpose, in-depth discussion
was carried out with the investors.

My attempt would be successful, if my report serves the need and
requirements of the investors in the future. I thank everybody who has contributed to
make this experience complete and stimulating.

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CONTENTS
Chapter -1
Introduction
Industry profile:
 Retailing
 Indian retail industry
 Major Indian retailer
 Growth of retail industry
 Emergence of Specialty retailing
Company profile:
 Future group
 Layout chart of big bazaar in Ambala Cantt.
 Organizational chart
Project Introduction:
 Study on Consumer Buying Behavior of retail industry with special references
to big bazaar in Ambala Cantt..
 Scope of the study
 Importance of the study
Chapter -2
Research methodology
 Objectives of the study
 Sample design
 Data collection
 Tools and techniques for analysis and interpretation
 Limitations of the study

Chapter -3

Analysis and interpretation

Chapter-4
Findings and recommendations
Bibliography
Appendix

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CHAPTER – I

INTRODUCTION

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RETAILING:

Retail is the world's largest industry with global sales of roughly US$ 8 trillion.
Retailing is also one of the biggest contributors to the Gross Domestic Period (GDP)
of most countries & also one of the biggest employers (Source CII McKinsey Report
titled “Retailing in India, the Emerging Revolution”). In India however, the retail
sector has been a high level of fragmentation with a large Share held by unorganized
players.
INDIAN RETAIL INDUSTRY:

India is the 4th largest economy in the world in purchasing power parity(PPP)
terms after USA,China and Japan. In 2011-12, India became the 2 nd fastest growing
economy in ten world with a growth rate of 9.2%. the economy is expected to grow
at an average 7.8% per annum for the next 5 years.
Wholesale & Retail trade sector currently contributes to about 13% of GDP &
employs about 40 million people. India has a large number of retail enterprises with
close to 12 million retail outlets. India has one of the highest retail densities in the
world, but only 4% being larger than 500 sq ft in size. In terms of the structure, the
industry is fragmented & predominantly consists of independent, owner managed
shops. The retail businesses include a variety of traditional retail formats, such as
“Kirana” stores which stock basic household necessities (including food products),
street markets- regular markets held at fixed centers retailing foods & general
merchandise items, street vendors- mobile retailers essentially selling perishable food
items- fruits, vegetables etc & small non specialized retailers.

RETAILING IN INDIA, THE EMERGING REVOLUTION!

 Retail sector accounts for 35% of India's GDP.

 Provides employment to 15% of the population.

 World's largest retail networks with 12 million outlets.

 Total market size of retailing in India now is US$ 300 billion.

 Current share of Organized Retail is 3% or US$ 9-10 billion.
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 Projected Growth @ 40% p.a., to become US$ 34 billion by 2012.

MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail is unique

because it plans to focus on lifestyle products. The Mahindra group is the fourth large

Indian business group to enter the business of retail after Reliance Industries Ltd, the

Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing

either on perishables and groceries, or a range of products, or both.

RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s

Super, Daily & Fresh

Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion

Station, Brand Factory, Depot, aLL, E-Zone etc.

The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark,

and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.

K Raheja Corp Group-Formats: Shoppers’ Stop, Crossword, Hyper City, in orbit

Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International

FAmbala Cantt.se brand stores.

Pyramid Retail-Formats: Pyramid Megastore, TruMart

Nilgiri’s-Formats: Nilgiri's’ supermarket chain

Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.

Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

German Metro Cash & Carry

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Shoprite Holdings-Formats: Shoprite Hyper

GROWTH OF RETAIL INDUSTRY

Growth of organized retail in India

India is expected to show similar trends as Indian consumers in
the past have shown an ability to leapfrog evolution cycles as has happened in the
case of various consumer products such as mobile phones. As per estimates, retail
spending in India in fiscal 2005 stood at Rs. 9,990 billion of which the organized
sector accounts for Rs. 349 billion or approximately 3.5% . The size of the organized
sector expected to grow at 40% per annum reaching Rs. 1,095 billion in 2010.

In Thailand, there has been an explosion in the growth of
organized retail, with over 40% of the trade moving to formats within 10 years. The
easy entry of foreign retailers and the geographic concentration of the retail industry
facilitated this growth. In Poland, where modern retail has captured 20% of the
market in the last 9 years, ease of real estate access, a level playing field between
modern and traditional retailers , abd ease of entry for foreign retailers contributed to
the growth.

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Indian consumption cosmos

During past decades private final consumption expenditure has been the key driver

economic growth in India.

fashion
accesso
ries
5.5% consum
Telepho er
ne 1.8% durable
4%

Enterai
furnitur
nment consumpti e 3.4%
7.9% on
spending
$350
billion

Health,
beauty
Fashion
&
9.5%
pharam
a 3.8%

Book &
food
music
62%
1.1

The headquartered in Mumbai the company operates over 12 million square feet of

retail space as over one thousand stores across 71 cities in India and employees over

35,000 people.

The companies leading formats include Pantaloons a chain of fashion outlet, Big

bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends

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he look, touch and feel of Indian Bazaars with aspects of modern retail like choice

convenience and quality and control a chain of seamless destination malls.

Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of

small, independent, owner-managed shops, it happens to be the country's second

largest employer after agriculture. The country is currently witnessing a boom in

retailing, thanks mainly on account of an increase in the disposable incomes of middle

and upper-middle class households.

More and more corporate houses, including large real estate companies, are now

entering the retail business directly or indirectly. One sign of the modernization of

Indian retailing is the rapid growth in the number of specialty malls and theme malls.

The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and

mega retailers like Crosswords, Shopper's Stop and Pantaloon have taken the lead in

organized retailing.

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Emergence of specialty retailing

Though organised retailing is still at a nascent stage - accounting for only around two

per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by

the end of this decade. Four product categories have led the organised retailing wave:

foods, apparel, lifestyle products, consumer durables and electronics. In recent times,

several theme malls such as Gold Souk (jeweler malls), Wedding Mall, Electronic

Mall, Auto Mall, etc catering to specific needs and occasions have been completed or

announced.

Many top developers are now toying with the idea of developing specialty malls.

Speciality malls are already a success in the West, whereas the concept is in its

infancy in India. One could venture so far as to say specialty and theme based

retailing will drive the growth of organized retailing in India.

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Company profile

FUTURE GROUP

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FUTURE GROUP

Future Group is one of the country’s leading business groups present in retail, asset

management, consumer finance, insurance, retail media, retail spaces and logistics.

Future Group is present in 61 cities and 65 rural locations. The group’s flagship

company, Pantaloon Retail (India) Limited operates over 10,000,000 square feet

(930,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people.

Some of its leading retail formats include Pantaloons, Big Bazaar, Central, Food

Bazaar, Home Town, eZone, Depot, Future Money and online retail format

www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India,

Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew

Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on

asset management and consumer credit. It manages assets worth over $1 billion that

are being invested in developing retail real estate and consumer-related brands and

hotels.

The group’s joint venture partners include Italian insurance major Generali, French

retailer ETAM group, US-based stationary products retailer Staples Inc and UK-based

Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.

Future Group’s vision is to, “Deliver Everything, Everywhere, Everytime to Every

Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as

a core value and its corporate credo is - Rewrite rules, Retain values.

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Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading

business house with multiple business spanning across the consumption space. While

retail firm the core business activity of future group, group subsidiaries are present in

consumer finance, capital, insurance, brand development & entertainment. The first

set of Big bazaar store open in 2001 in Kolkata, Hyderabad and Bangalore.

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Some of the awards given to Pantaloon Retail (India) Limited:

Images Retail Awards 2005

PRIL - Most admired retailer of the year

Central - Retail launch of the year

Mr. Kishore Biyani - Retail Face of the year

Big Bazaar - Best Value Retail Store

Readers Digest and Awaaz Consumer Award

Big Bazaar - Best Retail Destination

Readers Digest Platinum Trusted Brand Award

Big Bazaar - Earning a trusted Place in the everyday lives of consumers

Food Bazaar - Retailer of the year (food and grocery

Big Bazaar - Most preferred, large, Food and Grocery store

Business Today selected PRIL among:

India's 100 biggest wealth creators

India's top 75 most investor-friendly companies

Top 20 companies in India to watch in 2005

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Board of Directors

Mr. Kishore Biyani, Managing Director

Mr. Gopikishan Biyani, Wholetime Director

Mr. Rakesh Biyani, Wholetime Director

Mr. Ved Prakash Arya Director, Operations & Chief Operating Officer

Mr. Shailesh Haribhakti, Independent Director

Mr. S Doreswamy, Independent Director

Dr. D O Koshy, Independent Director

Ms. Anju Poddar, Independent Director

Ms. Bala Deshpande, Independent Director

Mr. Anil Harish, Independent Director

Partner companies

Pantaloon Industries Ltd.

Home Solutions Retail (India) Ltd.

Future Capital Holdings

Converge M Retail (India) Ltd.

Indus League Clothing Ltd.

Galaxy Entertainment Corporate Ltd.

Joint Ventures Companies

Planet Retail Holdings Ltd.

Footmart Retail

GJ Future Fashions

CapitaLand Retail India

ETAM Future Fashions India Pvt. Ltd.

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Head Office

Pantaloon Retail (India) Limited

Knowledge House, Shyam Nagar

Off Jogeshwari-Vikhroli Link Road

Jogeshwari (East), Mumbai 400 0Tel: +91 22-6644 2200 Fax: +91 22-6644

2222Site: www.pantaloon.com

A layout chart of Big bazaar located at Ambala Cantt.

LAYOUT INDEX

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1. HELP DESK

2. KIDS ACCESSORIES

3. JACKETS

4. BABA SUITS

5. LADIES TOPS

6. TRIAL ROOM

7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART,

SECTION DESCRIPTION)

8. WOOLEN CLOTHS FOR KIDS

9. WINTER WEAR

10. KIDS CASUAL WEAR

11. KIDS JEANS AND SHORTS

12. INFANT SHIRTS AND T-SHIRTS

13. MEN ACCESSORIES – SUNGLASSES, WRIST WATCHES ETC

14. SOFT TOYS

15. HOME DECORATIVE ITEMS

16. MUSIC COUNTER

17. LADIES ETHINIC

18. LADIES WESTERN

19. LADIES FORMALS(OFFICE WEAR)

20. LADIES ACCESSORIES – LINGERIES

21. LADIES PERFUMERIES

22. LADIES COSMETICS

23. LUGGAGE

24. FOOTWEAR

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25. SPORTS

26. SCHEME BASED PROMOTIONAL ITEMS

27. CASH COUNTER

28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)

29. MEN FORMAL SHIRTS

30. MEN TROUSERS

31. MEN SUITS AND BLAZERS

32. MEN FABRICS

33. MEN ETHINICS

DESCRIPTION

HELP DESK – As you can see from the layout, the Help Desk is located in a place

where everyone has their first sight that is in front of the entrance. This shows that

when a person enters in to big bazaar it can get all information about the stores of big

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bazaar from the person sitting in the help desk. Help Desk uses paging service as a

tool for the convenience of its employees and customers.

KIDS SECTION – The kids section is located just at the left corner of the

entrance of big bazaar. In the kid’s section kid’s accessories like diapers, trolleys,

suckers, water bottles are available in one part. Kid’s jackets and baba suits are

available in another part. Kids casual wear (jeans and shorts) are placed in one part of

it and infant shirts & t-shirts are also placed in another part. In this section the pillars

are used for displaying information like size chart and section description. The

apparels are available at a price of Rs59 onwards.

MENS SECTION – Next to it is the men’s section that is in the center. It is

divided in to five parts. At one part men formal shirts are available. In other parts men

trousers, suits and blazers, fabrics and ethnics are available respectively. Here the

price ranges from a minimum of Rs99 to Rs899.

LADIES SECTION – Next to it is the ladies section that is in the extreme right

side. The ladies section is segregated in to seven parts. Ladies section starts from

ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories –

lingerie’s, ladies perfumeries, and ladies cosmetics respectively. Here the price of the

apparel ranges from Rs99 to Rs1000 approx.

Promotional scheme – With an add on to the above products there are various

other products which are available with a promotional scheme. The various products

under this scheme includes girl t-shirts, infant winter wear etc.

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Non-Promotional scheme – There are various other products available without

any promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids

night wear, kids salwar suits etc.

Sports Store – At the extreme corner there is a sports store where various kinds of

sport items are available.

Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of

food items, fruits and vegetables are available there. Sitting arrangements are well

made so that people can sit and take tea, coffee or snacks or any other food item and

can relax.

Cash Counter – The cash counter is located just near the exit

LITERATURE REVIEW

BY SOUMEN CHATTERJEE

Unique customer perception (UCP): According to soumen, Unique Customer

Perception is what is required by companies instead of Unique Selling Proposition. It

is ultimately that customer look for satisfaction based on the picture of perception

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derived from various sources. If these perceptions of customer can be analyzed then

promotion would be easier for customer centric marketing. This has lead to the

concept - “Customer Perception is the Rule and not Customer Satisfaction”.

HUAWEI

Satisfy customers perception is the biggest challenge: In meeting customers'

requirements and measuring customers' satisfaction indexes, customer perception

should be definitely a key consideration. Qualified services in the operation execution

layer, technical management layer and business development layer are necessary. It is

more important to understand customer expectations and make efforts to exceed their

expectations. In customer satisfaction management, the biggest challenge is customer

perception management, or customer perception satisfaction. The major

characteristics of service is intangible, hence the core value of services is not like a

physical product but the spiritual experience and perception of customers. The final

aim and ideal effect of service provisioning is to have customers perceive and enjoy

the service. Such perception is both at psychological and behavior levels, and it is the

contents of high quality life in the modern society. Customers are seeking for material

deliverables as well as perceptive enjoyment when purchasing a service product.

Since perceptive enjoyment is a vital service objective, one of the key service

management objectives shall be meeting customers' perceptive enjoyment.

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ORGANIZATIONAL CHART

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Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the company’s foray into the world of hypermarket discount stores, the

first of its kind in India. Price and the wide array of products are the USP’s in Big
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Bazaar. Close to two lakh products are available under one roof at prices lower by 2 to

60 per cent over the corresponding market prices. The high quality of service, good

ambience, implicit guarantees and continuous discount programmes have helped in

changing the face of the Indian retailing industry. A leading foreign broking house

compared the rush at Big Bazaar to that of a local suburban train.

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Food Bazaar – Wholesale prices

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and

International supermarket atmosphere with the objective of giving the customer all the

advantages of Quality, Range and Price associated with large format stores and also

the comfort to See, Touch and Feel the products. The company has recently launched

an aggressive private label programme with its own brands of tea, salt, spices, pulses,

jams, ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of

rice on sale), Food Bazaar has proved to be a hit with customers all over the country.

Big Bazaar

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and

which work on Wal-Mart type economies of scale. They have had considerable

success in many Indian cities and small towns. Big Bazaar provides quality items but

at an affordable price. It is a very innovative idea and this hypermarket has almost

anything under one roof….Apparel, Footwear, Toys, Household Appliances and more.

The ambience and customer care adds on to the shopping experience.

Is Se Sasta Aur Accha Kahin Nahin !!

What's in store for you at Big Bazaar?

1,70,000 products at 6- 60 % discount.

At Big Bazaar, you will get : A wide range of products at 6 – 60 % lower than the

corresponding market price, coupled with an international shopping experience.

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If you deal in the categories mentioned there's a big deal of

success for you.

Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.
Baby Accessories. Toys
Luggage
Cosmetics Home Textiles
Linens
Crockery Home Needs
Sarees
Dress Materials Suiting & Shirting Household Appliances
Stationery
Electrical Accessories Household Plastics
Utensils & Utilities
Electronics Hardware

Footwear Home Decor

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and

International supermarket atmosphere with the objective of giving the customer all

the advantages of Quality, Range and Price associated with large format stores and

also the comfort to See, Touch and Feel the products.

'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large

supermarkets with a difference. It was flagged off in April'02.With store sizes ranging

from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore &

Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It

currently caters to over 1.2 million customers every day across 4 outlets in India and

is soon set to expand and double this figure across 8 outlets all over the country by

June2003.

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Food Bazaar offers the Indian consumer the best of Western and Indian values. The

western values of convenience, cleanliness and hygiene are offered through pre

packed commodities and the Indian values of "See- Touch- Feel" are offered through

the “Mandi” atmosphere created by displaying staples out in the open, all at very

economical and affordable prices without any compromise on quality. This satisfies

the Indian consumer and comforts her before making her final buying decision. At

other super markets, the consumer is deprived of this factor.

Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana

kitna Aasaan”. This positioning platform of Food Bazaar is evident from the

higher discounts and the wholesale price-points which is below MRP.

Food Bazaar represents the company’s entry into food retail and is

targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to

provide the much important ‘touch & feel’ factor which Indian housewives are used to

in the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover

grocery, FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat

etc, besides fruits and vegetables. All products are sold below MRP and discounts

range between 2% to 20%. Fruits and vegetables are sold at prices comparable to

wholesale prices.

: Project Introduction:
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Consumer buying behavior in big bazaar

As customer’s tastes and preferences are changing, the market scenario is also

changing from time to time. Today’s market scenario is very different from that of the

market scenario before 1990. There have been many factors responsible for the

changing market scenario. It is the changing tastes and preference of customer which

has bought in a change in the market. Income level of the people has changed; life

styles and social class of people have completely changed now than that of olden

days. There has been a shift in the market demand in today’s world. Technology is one

of the major factors which is responsible for this paradigm shift in the mark. New

generation people are no more dependent on haat market and far off departmental

stores. Today we can see a new era in market with the opening up of many

departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and

specialty stores. In today’s world shopping is not any more tiresome work rather it’s a

pleasant outing phenomenon now.

My study is based on a survey done on customers of a hypermarket named big bazaar.

Big bazaar is a new type of market which came into existence in India since 1994. It

is a type of market where various kinds of products are available under one roof. My

study is on determining the customer’s buying behavior of customer’s in big bazaar

and the satisfaction level of customers in big bazaar. My study will find out the

current status of big bazaar and determine where it stands in the current market.

This market field survey will help in knowing the present customers tastes and

preferences. It will help me in estimating the customer’s future needs , wants &

demands.

The Indian consumer could well be crowned King with all economic indicators in the

right place. Queuing up for the coronation ceremony are a multitude of global

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companies that are looking at India as the next consumer market powerhouse. And it

seems to be the retail sector that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This

project will give focus on the global scene to retail industry and what will drive the

growth of industry in the future.

Retailing is the final step in the distribution of merchandise, the last link in supply

chain – connecting the bulk procedures of commodities to the final consumers.

Retailing in India is thoroughly unorganized. There is no supply chain management

perspective. According to a survey b y AT Kearney, an overwhelming proportion of

the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000

crore segment of the market is organized.

From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to

Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above

will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore

by 2005

A study by McKinsey points out that India's market for consumer goods can reach a w

$450 billion by 2011 - making it one of the five largest in the world. Further, KPMG

in a recent report titled `Consumer Markets in India - the next big thing?' has said:

"India represents an economic opportunity on a massive scale, both as a global base

and a domestic market." The report, however, finds that the next leap in the growth of

the consumer market will be spearheaded by the changing dynamics of the retail

sector. "Companies expect that the next cycle of change in Indian consumer markets

will be the arrival of foreign players in consumer retailing. Although FDI remains

highly restricted in retailing, most companies believe that will not be for long," says

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Deepankar Sanwalka, Executive Director and Head - Consumer Markets, KPMG

India.

FDI in retail has once again begun to appear imminent following Prime Minister

Manmohan Rana's recent interview to McKinsey, in which he expressed confidence

that he would be able to get the Left parties on board on the matter. KPMG is in fact

going ahead with its plans to conduct a series of five roadshows in the US and a few

countries in Europe to hold discussions about the opportunities in India's consumer

markets, especially in retail. And the numbers do lend credence to the enthusiasm.

The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the

retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In

fact, KPMG finds that the organised retail sector in India is expected to grow at a

higher rate than GDP growth in the next five years, driven by changing lifestyles,

strong income growth and favourable demographic patterns. According to EIU, India

currently has more than five million retails outlets, out of which 96 per cent are

smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is

developing rapidly with malls becoming increasingly common in large cities, and

development plans being projected at 150 new shopping malls of big bazzar.

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Scope of Study

The scope of this research is to identify the buying behavior of customers of Big

Bazaar in AMBALA CANTT. area. This research is based on primary data and

secondary data. Due to time constraint only limited number of persons contacted.

This study only focuses on urban buying behavior of customers because the research

conducted in AMBALA CANTT. area. The study does not say anything about rural

buying behavior of customer because rural norms/status/attitude & acceptance of the

rural customers differs with urban customers. The scope of research is limited for

AMBALA CANTT. area. It provides help to further the research for organized retail

sector in AMBALA CANTT. area. It aim to understand the skill of the company in the

area like technological advancement, competition in management.

Importance of Study

The study shows customers buying pattern with Big Bazaar in AMBALA

CANTT.area. Its provide guideline for further research in AMBALA CANTT.area for

organized retail. Research says about customer buying behavior towards Big Bazaar

in AMBALA CANTT. area. The study rate of customer satisfaction level with Big

Bazaar for AMBALA CANTT. area. The research is also important to identify

Market size, growth and Market Potential of Big Bazaar in AMBALA CANTT. area.

The research shows future Scenario of Big Bazaar in current perspective. The study

shows Opportunities and challenges for Big Bazaar respect of internal & external

environment. Research say about main competitors in the field of organized retail

sectors. The study provide guideline to further extension of Big Bazaar in AMBALA

34
CANTT. area .The study provide help to know the customers satisfaction with Big

Bazaar stores.

35
CHAPTER-2

Research Methodology

Research Methodology

Technology, customers tastes and preferences play a vital role in today’s generation.

Research Methodology is a set of various methods to be followed to find out various

information’s regarding market strata of different products. Research Methodology is

required in every industry for acquiring knowledge of their products.

Area of study:

The study is exclusively done in the area of marketing. It is a process

requiring care, sophistication, experience, business judgment, and imagination for

which there can be no mechanical substitutes.

Research Design -

Exploratory Research.

Sampling Design:

Non Probability sampling- Convenience sampling

Sample Size:

350 Customer

36
OBJECTIVES OF THE STUDY

1. To know the frequency of customers visit in Big Bazaar.
2. To know the customers priority for Big Bazaar then its competitors.
3. To find out competitive factors of Big Bazaar specially with neighboring
Kirana Stores.
4. To find out premium time (customer rush hour) for Big Bazaar in Ambala
1Cantt..
5. To identify that what kind of customers (according to monthly income) usually
visit in Big Bazaar.
6. To find out the buying behavior of the customers coming in to Big Bazaar in
Ambala Cantt..
7. To determine the current status of Big Bazaar.
8. To find out the customers response towards Big Bazaar.

9. To study the satisfaction level of customers in different attributes of Big
Bazaar.
10. To identify main competitors of Big Bazaar.

37
SAMPLING DESIGN

In the backdrop of objective set, a sample study conducted in

Delhi& NCR.

SAMPLE SIZE: 350 CONSUMERS contacted during this research work. The nature

of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped in

keeping the path of research in focus throughout the work.

Collection of the questionnaire

Sufficient time was given to the respondents to answer the questionnaire.

Problem faced while collecting and filling questionnaire

Some of the respondents were hesitant to answer the questionnaire.

Some respondents did not want to answer the questionnaire, so they left it

unanswered.

Where the respondents did not find the relevant answer in his choice provided, they

added they added their own choice or left it unanswered.

Tabulation

After all the questionnaires were collected back, the responses were tabulated.

Each answer of the respondent was tabulated to its respective category.

38
Data Collection

Data can be classified under two categories depending upon the sources utilized.

These categories are,

i) Primary data ii) Secondary data

DATA COLLECTION

Data is collected by using various methods. For the purpose of fulfilling the objective

of study and for completing the Research project Report, both primary and secondary

data collected.

PRIMARY SOURCES:

Questionnaire

Keeping in view the objective of study a questionnaire (as given Annexure) was

selected there is Twenty in all. All questions are small in size and arranged logically.

The language is simple to understand.

Interview
Information was also obtained by conversation with Customers .they were

interviewed personally.

SECONDARY DATA: The second information is taken from company document

available on websites

The other related journals information and industry association’s sites have also been

viewed.

39
Tools and techniques for analysis and interpretation

Tools of Analysis : -

The market survey about the techniques of marketing and nature of

expenditure is carried out by personally interacting with the potential customers &

secondary data in Big Bazaar.

SWOT ANALYSIS OF BIG BAZAAR

A SWOT analysis is done to know the strengths, weaknesses, opportunities and

threats of any company. This analysis will explain about the strengths, weaknesses,

opportunities and threats of big bazaar.

Strengths of Big bazaar

 Large variety option

 Cheap price

 Huge customer Base

 Volume sales

Weaknesses of Big bazaar

Lacks in branded products

Low in product quality

Unable to provide enough parking space to its customers

40
Threats for Big bazaar

 Opening up of other discounted stores like Vishal mega mart

 Convenience of customers to nearby kirana stores

 Availability of products in other retail outlets

Opportunities for Big bazaar

To open up more and more number of big bazaars in different cities of

the country.

To grab the rural market

To bring in the customers of other retail outlet by dealing with

branded products.

Add more products to its product category

41
Limitations of study

Certain limitations do creep in a research study due to constraints of the time, money

and human efforts, the present study is also not free from certain limitation, which

were unavoidable.

Although all effort were taken to make the result of the work as accurate as possible

as survey but the survey have following constraints.

I- Some customers were not willing to give appointment due to their busy schedule.

II- Due to very large size of the population, only a selected sample of customer could

be contacted.

III- Due to time constraint and other imperative work load during the t period it could

not be made possible to explore more area of concern pertaining to study.

IV- Also impossible for company to prove information is confidential.

V-Due to fast pace of life, some customers were not able to do justification to the

questionnaire.

VI-Personal biases might have come while answer the questionnaire.

VII-As per company rule many information was not disclose as the manager are busy

in their daily schedule. It is not possible for us to spend more time in interaction with

them.

42
CHAPTER 3

ANALYSIS AND INTERPRETATION

43
ANALYSIS AND INTERPRETATION

I have done a market field survey on big bazaar. I have surveyed around 350

respondents of Ambala Cantt. who come to visit big bazaar. A specific questionnaire

is prepared for the customers and data is obtained from them by moving around big

bazaar and personally interacting with them. The customers gave me valuable

information regarding their consumption pattern in big bazaar. I collected all those

information and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is

done as per the information obtained from the customers and a serious interpretation

has been done to best of my effort.

44
1) What’s your monthly income?

Customer s monthly income

Higher income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%

INCOME GROUP

5%
25% Higher Income
Group (> Rs.60000)
Middle Income
Group (Rs. 40000-60000)
Lower Income
50% Group(Rs.10000-40000)
20% No Income Group
(< Rs.10000)

Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 350 respondents 50% of customers are of middle

income level that is between Rs10000 – 40000 per month. Least number of customers

visiting Big bazaar are the higher income level people (> Rs.60000 pm) that constitute

only 5%. The lower income level of people coming to big bazaar constitutes of 20%.

25% of people belong to no income group which mostly consists of students.

Interpretation: Big bazaar is the hub of shopping for middle level income

group people because of its reasonable price on its each product category. The higher

45
level income group people don’t prefer to do shopping in big bazaar as it doesn’t deal

with branded products. The higher level income group people are very status

conscious and their psychology is such type that they don’t prefer much to visit big

bazaar as it is a discounted store. The lower income group people come in to big

bazaar as they get goods at a discounted price. Hence big bazaar should include

branded products in its product category which will encourage higher income group

people to come in to big bazaar. Probably not much of lower income group people

come to big bazaar as they don’t like to have any shopping experience rather they just

go for nearby store where they can get their necessity goods. Even they purchase

goods on a regular basis on a small quantity. So they don’t have much interest to come

to big bazaar and do shopping.

2) How frequently do you visit Big Bazaar?

46
Customers visit Big Bazaar

Weekly
29%
Monthly
34%
Quarterly
23%
On unplanned basis
14%

14%

Weekly
17% Monthly
Quarterly
58%
On a unplanned basis
11%

Interpretation: From this I interpret that in big bazaar 34% customers visit

monthly, 29% customer visit weekly 23% customers visit quarterly and 14%

customers visit on planned basis , it means mostly customers visit weekly and

monthly basis for purchase their requirements.

3)Do you intend to visit any other retail outlet in a Mall apart from
Big Bazaar?
Apart from Big Bazaar visit retail outlet
Yes 64%

47
No 36%

70%

60%

50%

40%

30% 64%

20% 36%
10%

0%
yes no

Interpretation: From this I interpret that 64% customers of big bazaar visit

other retail stores for their requirements and 36% customers of big bazaar generally

do not visit other retail stores. It shows that customers satisfaction level is more in

big bazaar.

4 What is the purpose behind visiting Big Bazaar?

Purpose behind visiting big bazaar

60%

48
Garment Outlet
Shopping 65%
Footwear
Outing Outlet 20%
10%
Both
Food Court 30%
30%
Entertainment 20%
Gift Corner 10%
Jewelers and Watches Store 10%

Analysis: Out of the 350 respondents 60% of respondents visit big bazaar for

shopping, 10% for outing and 30% visit big bazaar for both the purposes.

Interpretation: From this I interpret that big bazaar is purely a shopping

complex but it also facilitates a certain kind of ambience and decorum to the people

that they also visit it for the purpose of outing. The infrastructure and ambience of big

bazaar is so that people even like to go there even also they don’t have to purchase

anything. People enjoy doing shopping in big bazaar. This is very nice for it as often

customers.

If yes then what are the other retail outlets do you intend to visimall?

49
70%

60%

50%

40%

30%

20%

10%

0%
Garment Outlet
Footwear Outlet Food Court Entertainment Gift Corner
Jewellery and Watches Store

Analysis: The above graph shows that 65% of people visit garment outlet in a

mall other than that of big bazaar. 30% of people also prefer to visit food court in a

mall other than big bazaar. 20% of the people go to footwear outlet in a mall other

than big bazaar. 20% of people also go to mall for entertainment purpose. Some

people that are 10% each also visit gift corner store and jewellery & watches store in a

mall other than big bazaar.

50
Interpretation: From this analysis I come to know that most of the people tend

to visit garment outlets in a mall other than big bazaar as it has some exclusive

branded outlets. People also go for footwear stores as malls have branded footwear

stores in it. People go for watching movies to mall for entertainment. Yet a few people

visits gift corners and jewellery stores in a mall. This is of course a threat for big

bazaar that it is not able to attract customers from other retail outlets and retain them

with it. Big bazaar should definitely include more of branded products in its product

category in order to bring in the customers of mall to it and retain them with it. It can

include some of the exclusive branded outlets of cloths and jewellery inorder to attract

the brand choosy customers.

51
5) What type of products do you mostly purchase in Big Bazaar?

Products mostly purchased by customers in big bazaar

Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%

Analysis: This chart clearly indicates that the demand for grocery that is 70% is

highest by the customers followed by clothes rated 60%. The next highest demand is

for food items that is 50%. 25% demand is for leather items in big bazaar. Electronic

items holds 15% of demand and gift items and other items has a demand of only 10%

by the customers of big bazaar.

52
Interpretation: From this analysis I interpret that customers demand are high

for grocery and clothes followed by food items in big bazaar. Electronic items have a

little demand by the customers. Gift items and other items are not much in demand by

the customers. I can interpret that clothes, grocery and food items are the major

products which hold maximum number of customers. So big bazaar should maintain

its low pricing and product quality to keep hold of the customers and also it should

keep more qualitative products of gift and leather items so that people would go for

more purchase of these items from it. Big bazaar has many local branded products of

grocery and cloths and it is successfully selling it. It should also include branded

products so that more sales can take place.

6) What range of expenses do you make (on an average) in every visit

to Big Bazaar?

Expenditure pattern of customers coming in to big bazaar

53
Below Rs.500 /single visit 11%
500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%

Analysis: We can clearly see from this graph that majority of the customers spend
a lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to

big bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500

and Rs 1500-2000 respectively in a visit to big bazaar.16% of people spend Rs 500-

1000 and only 11% of customers are there who spends less than Rs500 in their visit to

big bazaar.

Interpretation: From this I interpret that most of the customers purchase goods
in bulk which leads them to spend a lot. Volume sales are high in big bazaar.

Customers tend to purchase more goods from big bazaar as it provides goods at a

discounted rate. Probably those persons who spend more in a visit to big bazaar are

54
purchasing on a monthly basis. Those customers who are spending very less money

that is below Rs 500 are mostly coming in just to move around big bazaar and spend

time. In the process they used to spend money on food items and also purchase some

products while roaming in it. Impulse buying behavior of customers comes in to play

to a large extent. More discounts shall be provided to people who does bulk purchase.

This will encourage people to purchase more products.

55
7) How much time do you spend in a visit to Big Bazaar?

Time spent by customers in shopping in big bazaar

Less than half an hour 10%
Half an hour to 1 hour 15%
1 hour to 1 1/2 hours 35%
1 1/2 hours to 2 hours 22%
More than 2 hours 18%

35%
30%
25%
20% 35%
15%
22%
10% 18%
15%
10% Series 1
5%
0%

Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents (35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. 22%

respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar.

Only 10% of people said that they spend very little time that is less than half an hour

in big bazaar.

56
Interpretation: As per the given data I interpret that customers are very product
choosy now a days and that’s why they spend a lot of time in shopping in big bazaar.

Probably customers might even be spending more time in big bazaar as it provides a

very nice ambience and atmosphere for the people to shop in. Hence those persons

who spend half an hour or less than half an hour in big bazaar are those persons who

just come to purchase limited products and come only because of low pricing of

products. People also spend much time in it but purchase very few goods. The sales

personnel should focus on the people who take long time in shopping and purchases a

lot and provide special kind of service to them as they are the major customers.

57
8) Which time of the day do you mostly prefer to visit Big Bazaar?

Customers preference of timing to visit big bazaar

10 A.M - 1 P.M 8%
1 P.M – 3 P.M 17%
3 P.M – 6 P.M 35%
6 P.M – 10 P.M 40%

58
8%

17%
40% 10 A.M - 1 P.M
1 P.M – 3 P.M
3 P.M – 6 P.M
6 P.M – 10 P.M

35%

Analysis: The above pie chart shows that most of the people prefer to visit big
bazaar in evening time than that of the day time. Only 25% of people tend to visit big

bazaar during day time while 75% of people tend to visit big bazaar during after noon

time.

59
Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and day time is the off peak time for big bazaar. There is more

number of people found in big bazaar during evening time than that of day time.

Probably more of products are being sold during evening time in big bazaar than that

of day time. Big bazaar shall provide some special offerings during day time so that

more people should come in during day time. It could offer some special kind of

product in daytime which will be not available during evening time. In this way it will

bring in more number of people during day time for getting the special kind of

products but along with that it will be able to sale other products as people do a lot of

impulse buying at big bazaar.

9) Do you go with a planned list of products to be purchased from Big
Bazaar?

60
Comparison of customers purchasing with planned list of

products and purchasing products on unplanned basis

Yes 50%

No 40%
Ever 10%

10%

yes
50% no
40% ever

Analysis: As shown in the graph out of my total respondents of 350, 50% of

customers come to big bazaar with a planned list of products. 40% of people come in

to big bazaar without any planned list of products to be purchased from big bazaar.

61
Interpretation: As per the data obtained from the customers of big bazaar I

interpret that most of the customers comes in to big bazaar with a planned list of

products. Few customers come to big bazaar without any planned list of products and

purchases products depending on their selection. These people basically come to the

mall and hence get in to big bazaar. Depending on the product category and brand and

quality of products they purchases goods. Some couples come to mall and go to food

bazaar to have food together and to have chit chat among them. The customer who

comes with a planned list of products purchases more products than that of the

customers who comes without any planned list of products. So big bazaar should

provide more variety and essential goods so that more number of people should come

in with a planned list of products.

62
10) Do you prepare a list of brands in advance when you visit to Big

Bazaar?

Brand preference of customers in big bazaar

Yes 10%
No 50%
Depends on category 40%

Analysis: As seen in the above chart it is clearly known that only 10% of people

come in to big bazaar with a list of brands in advance. 50% of people completely deny

that they don’t prepare in list of brand in advance. 40% of people told that they

prepare a list of brand depending on the product category.

Interpretation: From this I interpret that customers don’t opt for much brand

preference while purchasing products in big bazaar. A few customers search for

63
brands but depending on the product category. Customers probably don’t decide for

brands on products as there are not much of known branded products available at big

bazaar. On product categories like grocery and clothes, big bazaar has many local

branded products. Customers purchase a lot of these as its cheap in price even though

its quality is not so good. As most of the customers belong to lower class and middle

class people, they purchase those local branded products as it gives them value for

money. Different products of the same category have different prices. Quality of

products varies with the price. This enables customization of products for various

types of customers. Customers search for brands mostly in apparel section. Some

customers also pre decides the brand on the local manufactured grocery and food

products of big bazaar. Big bazaar should include more of the branded products in its

each category so that customers have more options to choose among the brands. This

will bring in more number of people to big bazaar which will definitely increase the

sales.

11) What categories of products do you pre-decide the brands?

64
Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%

Analysis: This graph shows that cloths and grocery are the only two items on

which customers mostly prefer the brands that is 40% each. 33% brand preference is

on gift items and 25% is on electronic items. Brand preference on leather items is 2%

and 12% on any other item.

Interpretation: From this I interpret that some of the products brand are pre

decided in advance and for some of the products customers don’t at all pre decide any

brand. As per electronic goods are concerned customers pre decide the brand as many

branded electronic products are available in big bazaar. The customers pre decides

brands on cloths and grocery most as big bazaar produces much of local brands and

also have some well known branded products of clothes with it like flying machine

jeans.

12) What is your mode of payment in Big Bazaar?

65
Mode of payment of customers in big bazaar

Cash Payment 55%
Credit Card 19%
Debit Card 26%

26%

Cash Payment
Credit Card
55% Debit Card

19%

Analysis: As per my study is concerned, out of the total respondents 55% of

people make cash payment in big bazaar. 19% of them uses credit card as their mode

66
of payment and 26% of the people makes payment in big bazaar through their debit

card.

Interpretation: As per the obtained data I interpret that more number of people
makes cash payment in big bazaar. A fraction of people uses their credit card for

payment in big bazaar and a very few people uses their debit card for payment. I can

interpret that quick exchange of money for goods is done in big bazaar as most of the

people mode of payment is cash payment. Hence sometimes big bazaar has to wait for

a short time period as some of the customers make their payment through credit and

debit card.

13) What encourages you to visit Big Bazaar?

67
Price 60%
Service 40%
Ambience 50%
Product Variety 65%
Product Quality 20%
Convenience 35%
Comparison of factors which encourages customers to come in big
bazaar?

70%

60%

50%

40%
65%
60%
30% 50%
40%
20% 35%
20%
10%

0%

Analysis: People are mostly encouraged to come to big bazaar because of its

cheap price and availability of variety of products. Around 65% of the total

respondent said they are mostly encouraged to come to big bazaar as it has variety

options. Even most of the customers said that they get goods there in a discounted

68
price and so they come in to it. Many customers also said that they feel good about the

service and ambience provided by big bazaar. Around 35% of customers also said that

convenience is also another factor which leads them to come to big bazaar. Product

quality is rated at very low that is only 20% which encourages the customers to come

to big bazaar.

Interpretation: From this analysis I interpret that big bazaar is a well known for
its variety options. People mostly come to big bazaar as they get various kinds of

products under one roof. It is also clearly known that big bazaar sales its goods at a

discounted price as compared to the market. Even it provides a good service and

ambience to its customers which encourages them to visit big bazaar more and more

times. I can also interpret from this that big bazaar has located itself in a good place

from where it is able to attract customers. As a hypermarket which is to be located far

off the city, big bazaar has located itself in a good place from where it is convenient

for people to visit big bazaar. Big bazaar should try and produce more qualitative

products so that customers can get more satisfaction and would never think of not

doing shopping in big bazaar.

14) How would you rate the services of the sales personnel in Big
Bazaar on a 1 – 5 scale?

69
Services of the sales personnel in Big Bazaar

Very good 17%

Good 29%

Ok 36%

Poor 13%

Very poor 5%

40%

35%

30%

25%

20% 36%
29%
15%

10% 17%
13%
5% 5%
0%
Very good Good Ok Poor Very poor

Interpretation: From this I interpret that 36% customers realize service of sale
personnel in Big Bazaar is OK, 29% realize good, 17% realize Very Good, 13%

realize Poor and 5% customers is very dissatisfied with sales personnel’s in Big

Bazaar.

15) How is the parking space availability in Big Bazaar?

Parking space availability in big bazaar

70
Less than adequate 45%
Adequate 45%
More than adequate 10%

Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate

space is provided for parking big bazaar. Only 10% of people say that more than

adequate space is available for parking in big bazaar.

Interpretation: Analyzing the above data, I interpret that customers are not

satisfied with the parking space availability provided by big bazaar. Hence it’s a threat

for big bazaar as it may loose its customers because of less parking space availability.

Even though many customers say adequate space is available for parking in big

bazaar but also it is a threat for big bazaar as it is seen more number of people are

expected to come in to big bazaar. In holidays probably it will be very difficult for

customers to park their vehicle in big bazaar.

16) Do you go to Kirana store?

Customers preference towards Kirana store

71
Yes 65%

No 35%

35%

yes no 65%

Analysis: Out of my total respondent of 350 customers, 65% of them says they go
to their nearby kirana store and 35% said that they don’t at all go to any kirana store.

72
This shows that majority of people go to kirana store even though they visit big

bazaar. But some customers are there who never goes to any kirana store.

Interpretation: As per the given data I analyze that most number of people tend
to purchase goods from nearby kirana store even if they come to big bazaar. I can

conclude from this that a kirana store is a competitor of big bazaar. Some customers

never go for shopping in kirana store as of it does not have much variety option

available with it. Probably they are more interested in having a shopping experience

rather than to just go and purchase goods from kirana store.

73
17) Can you compare your nearest Kirana store with Big Bazaar?

Comparison of Big bazaar with any Kirana store

Convenienc Shopping

Price Service Variety Quality e Experience Ambience

Big bazaar 70% 50% 100% 40% 25% 90% 95%
Kirana store 30% 50% 0% 60% 75% 10% 5%

74
Analysis: The above graph shows the comparison of different factors between big

bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a

cheaper price as compared to that of a kirana store. 50% of people say big bazaar

provides better service and another 50% of them say kirana store provides better

service. Each and every customer that is 100% agrees that there are more variety of

products available at big bazaar than that of kirana store. As per quality of goods is

concerned 60% of the customer say kirana store provides better qualitative products
75
while 40% of the customers say big bazaar also provides qualitative products. 75%

people say it is more convenient for them to go to a kirana store while 25% of them

say going to big bazaar is more convenient for them. 90% of respondents said it is a

good shopping experience at big bazaar while 105 of them said that they also have a

good shopping experience at kirana store. As per ambience is concerned 95% of

customers said big bazaar provides much nice ambience than big bazaar while 5% of

them said that ambience provided by kirana store is also equivalent to that of big

bazaar.

Interpretation: I interpreted from this that a kirana store is one of the competitor

of big bazaar. It is a threat for big bazaar as some of the attributes of a kirana store

provides more satisfaction to customers. Big bazaar should try to improve on each of

its attributes and out compete the kirana store so that it can convert the customers of

kirana store to be the customers of big bazaar.

18) Can you compare others organized retail stores with Big Bazaar
on the following parameters?

76
Comparison of Big bazaar with others Organized retailers

based on following points
Convenienc Shopping

Price Service Variety Quality e Experience Ambience

Big bazaar 45% 50% 55% 52% 54% 46% 58%
O. Org. Retails 55% 50% 45% 48% 46% 54% 42%

60

55

50

45
Big bazaarO. Org. Retails
40
Column1

35

30

Interpretation: I interpreted from this that other organized stores is another

competitors of big bazaar. It is a threat for big bazaar as some of the attributes of other

organized stores store provides more satisfaction to customers. Big bazaar should try

to improve on each of its attributes and out compete the other organized stores.

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CHAPTER-4

Findings & Recommendations

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Findings

1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly
and monthly basis. Customers realized that Big Bazaar stores provide qualitative
products/service with reasonable price.

2. At present time Big Bazaar provide different types of product assortments to the
customers.

3. Continuously opening of Big Bazaar chains in different major cities, increasing
quantities of the customers & profit show that Big Bazaar most accepted name in
organized retail chain in India.

4. Big Bazaar mainly deal with middle income group people who want qualitative
product with reasonable cost.

5. Big bazaar has a good reputation of itself in the market.
6. Big bazaar has positioned itself in the market as a discounted store.
7. Big bazaar holds a huge customer base. The majority of customers belong to
middle class family.
8. Impulse buying behavior of customers comes in to play most of the times in big
bazaar.
9. There are more than 50 big bazaars in different cities of India, it seems that there is
a vast growth of big bazaar lying as customers demand is increasing for big bazaars.
10. Big bazaar 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 the year.

11. The major players in retail industries are Big bazaar, The Tata Groups (Croma),
Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc

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Recommendations

1. Big bazaar should include more of branded products its product category so as
to attract the brand choosy people to come in to big bazaar.

2. Big bazaar should provide large parking space for its customers so that they
can easily park their vehicles.

3. It should make different cash counters for different customers. Cash counter
and credit card payment counter should be placed differently in order to
reduce the rush and save the customer’s time. This will be a kind of motivator
for the customers of big bazaar.

4. The service of the sales person is needed to be improved. Personal care should
be taken by the sales person for the customers so that the customers feel good.

5. During the off peak hour’s big bazaar should provide some offers to its
customers so that people would be encouraged to come to big bazaar during
off peak hours. The customers who are present in the mall during the off peak
hours of big bazaar will definitely go in to big bazaar if surprise offers are
made at that time.

6. Customer care department is needed to take proper care of customer
complaints and queries. The person sitting at the help desk of big bazaar
should be able to provide all necessary information to the customers whenever
it is required.

7. The infrastructure is needed to be changed a bit during weekends as heavy
crowd comes in to big bazaar during those days.

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Bibliography

BOOKS

► Kotler Philip, marketing management, (Pearson education, 12th edition)

► Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)

INTERNET WEB PAGE

 Bigbazaar.co.in

 Organizedretail.co.in

 Retail seminar. In

 Literature review on Big Bazaar.com

 Retailing.co.in

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Appendix

1. Gender: -
2. Address: -
3. Qualification: -
4. Profession: -
5. Ph.

PART-2
1. 1What’s your monthly income?
a. Below 10,000
b. 20,000 – 40,000
c. 40,000 – 60,000
d. More than 60,000

2. .How frequently do you visit Big Bazaar?
a. Weekly
b. Monthly
c. Quarterly
d. On unplanned basis

3. Do you intend to visit any other retail outlet in a Mall apart from Big Bazzar?

a. a) Yes b) No

4. (a). If yes then what are the other retail outlets do you intend to visit in a mall?
a. Garment Outlet
b. Footwear Outlet
c. Food Court
d. Entertainment
e. Gift Corner
f. Jewelers and Watches store

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5. What is the purpose behind visiting Big Bazaar?
a. Shopping
b. Outing
c. Others

6. What type of products do you mostly purchase in Big Bazaar?
a. Cloths
b. Grocery
c. Food Item
d. Leather Item
e. Electronic Item
f. Gift Item
g. Any other Item

7. What range of expenses do you make (on an average) in every visit to Big
Bazaar?
a. Below 500
b. 500 – 1000
c. 1000 – 1500
d. 1500 – 2000
e. More than 2000

8. How much time do you spend in a visit to Big Bazaar?
a. Less than half an hour
b. Half an hour to 1 hour
c. 1 hour to 1 ½ hours
d. 1 ½ hours to 2 hours
e. More than 2 hours

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9. Which time of the day do you mostly prefer to visit Big Bazaar?
a. 10am – 1pm
b. 1pm - 3pm
c. 3pm-6pm
d. 6pm – 10pm

10. Do you go with a planned list of products to be purchased from Big Bazzar?
a. a) Yes b) No c)some time

11. Do you prepare a list of brands in advance when you visit to Big Bazzar?
a. a) Yes b) No c) Depends on
category

12. What categories of products do you pre-decide the brands?
a. Cloths
b. Leather Items
c. Electronic Items
d. Grocery
e. Gift Items
f. Any other Item
13. What is your mode of payment in Big Bazaar?
a. a) Cash payment b) Credit Card c)Debit Card

14. What encourages you to visit Big Bazaar?
A. Price
B.Service
C.Ambience
D.Product Variety
E.Product Quality
F.Convenience

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15) How would you rate the services of the sales personnel in Big Bazaar on a
1 – 5 scale?
a. Very good
b. Good
c. Ok
d. Poor
e. Very poor

15. How is the parking space availability in Big Bazaar?
i. Less than adequate
ii. Adequate
iii. More than adequate

16. Do you go to Kirana store?

i. a) Yes b) No

17. Can you compare your nearest Kirana store with Big Bazaar?
i. Price
Kirana store II. Big Bazaar
ii. Service
1. Kirana store II.
Big Bazaar
iii. Variety
1. Kirana store II.
Big Bazaar
iv. Quality
1. Kirana store II.
Big Bazaar
v. Convenience
1. Kirana store II.
Big Bazaar
vi. Shopping Experience
1. Kirana store II.
Big Bazaar

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vii. Ambience
1. Kirana store II.
Big Bazaar

18. Can you compare others organized retail stores with Big Bazaar on the
following parameters?
Price
a. 1.Big Bazaar II. Others Organized
Retailer
1. b) Service
b. 1.Big Bazaar II. Others Organized
Retailer
1. c) Variety
c. 1.Big Bazaar II. Others Organized
Retailer
Quality
d. 1.Big Bazaar II. Others Organized
Retailer
Convenience
e. 1.Big Bazaar II. Others Organized
Retailer
Shopping Experience
f. 1. Big Bazzar II. Others Organized
Retailer
Ambience
g. 1.Big Bazzaar II. Others

THANKING
YOU

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