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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.Sonia Malik Gurvinder Singh
Faculty of Management Roll No.1542507
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.Sonia Malik”.

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.

Gurvinder Singh
Roll No.1542507

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 Gurvinder Singh bearing Roll No.1542507 &
Enrollment No.:1542507 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. Sonia Malik 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.

Gurvinder Singh

Roll No.1542507

MBA

Semester.IV

PREFACE

4

brief reasoning and mettle by giving a solution to the assigned problem. knowledge. it gives an excellent opportunity to a student to apply his capability. For this purpose. ability. 5 . There is no doubt. if my report serves the need and requirements of the investors in the future. Hence. that class room study is quite important for gaining theoretical knowledge. in-depth discussion was carried out with the investors.”. My attempt would be successful. intellect. 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. 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. which reflects his caliber. This project compared the various investment alternatives available to investors. I thank everybody who has contributed to make this experience complete and stimulating.

.  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 6 .  Organizational chart Project Introduction:  Study on Consumer Buying Behavior of retail industry with special references to big bazaar in Ambala Cantt. 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.

CHAPTER – I INTRODUCTION 7 .

In India however.8% per annum for the next 5 years. the Emerging Revolution”).fruits. the economy is expected to grow at an average 7. the industry is fragmented & predominantly consists of independent.mobile retailers essentially selling perishable food items.China and Japan.  Current share of Organized Retail is 3% or US$ 9-10 billion.regular markets held at fixed centers retailing foods & general merchandise items. THE EMERGING REVOLUTION!  Retail sector accounts for 35% of India's GDP. owner managed shops. vegetables etc & small non specialized retailers. Wholesale & Retail trade sector currently contributes to about 13% of GDP & employs about 40 million people. RETAILING IN INDIA.  Total market size of retailing in India now is US$ 300 billion. India has one of the highest retail densities in the world. In terms of the structure. India has a large number of retail enterprises with close to 12 million retail outlets. 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. In 2011-12. India became the 2 nd fastest growing economy in ten world with a growth rate of 9.  World's largest retail networks with 12 million outlets. street vendors. The retail businesses include a variety of traditional retail formats.  Provides employment to 15% of the population. such as “Kirana” stores which stock basic household necessities (including food products). street markets.2%. RETAILING: Retail is the world's largest industry with global sales of roughly US$ 8 trillion. but only 4% being larger than 500 sq ft in size. INDIAN RETAIL INDUSTRY: India is the 4th largest economy in the world in purchasing power parity(PPP) terms after USA. the retail sector has been a high level of fragmentation with a large Share held by unorganized players. 8 .

E-Zone etc. Steel junction. Books & Beyond. and Bharti Enterprises Ltd. Pyramid Retail-Formats: Pyramid Megastore. Fashion Station. the Aditya Birla Group. Food Bazaar. or both.se brand stores. Trinethra. Tanishq outlets. Crossword.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 9 . The Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd. Hyper City. Star India Bazaar. Max. Spencer’s Hyper.. Pantaloons. Fun City and International FAmbala Cantt.a.  Projected Growth @ 40% p. TruMart Nilgiri’s-Formats: Nilgiri's’ supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Daily & Fresh Pantaloon Retail-Formats: Big Bazaar. K Raheja Corp Group-Formats: Shoppers’ Stop. Central. in orbit Lifestyle International-Lifestyle. The Tata Group-Formats: Westside. Landmark. Home Centre. Depot. MAJOR INDIAN RETAILERS The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. aLL. The other three groups are focusing either on perishables and groceries. and Titan Industries with World of Titans showrooms. Spencer’s Super. Brand Factory. or a range of products. Chroma. to become US$ 34 billion by 2012. RPG Retail-Formats: Music World.

5% .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. In Thailand. 349 billion or approximately 3. abd ease of entry for foreign retailers contributed to the growth.095 billion in 2010. ease of real estate access. where modern retail has captured 20% of the market in the last 9 years.990 billion of which the organized sector accounts for Rs. As per estimates. In Poland. The easy entry of foreign retailers and the geographic concentration of the retail industry facilitated this growth. 1. 10 . 9. there has been an explosion in the growth of organized retail. retail spending in India in fiscal 2005 stood at Rs. The size of the organized sector expected to grow at 40% per annum reaching Rs. a level playing field between modern and traditional retailers . with over 40% of the trade moving to formats within 10 years.

000 people.8% durable 4% Enterai furnitur nment consumpti e 3. beauty Fashion & 9. uniquely Indian hypermarket chain.4% 7. The companies leading formats include Pantaloons a chain of fashion outlet. Big bazaar.5% pharam a 3.8% Book & food music 62% 1. fashion accesso ries 5.9% on spending $350 billion Health. food Bazaar a supermarket chain blends 11 .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 35.5% consum Telepho er ne 1.Indian consumption cosmos During past decades private final consumption expenditure has been the key driver economic growth in India.

Tatas. including large real estate companies. thanks mainly on account of an increase in the disposable incomes of middle and upper-middle class households. it happens to be the country's second largest employer after agriculture. Theme for a mall Although the retail sector in India highly fragmented and consists predominantly of small. Kumar's. Aerens. The country is currently witnessing a boom in retailing. Rahejas. S. are now entering the retail business directly or indirectly. owner-managed shops. RPG Enterprises. More and more corporate houses. Shopper's Stop and Pantaloon have taken the lead in organized retailing.he look. 12 . The Piramals. One sign of the modernization of Indian retailing is the rapid growth in the number of specialty malls and theme malls. Omaxe and mega retailers like Crosswords. ITC. touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and control a chain of seamless destination malls. independent.

apparel. whereas the concept is in its infancy in India. lifestyle products. Four product categories have led the organised retailing wave: foods. In recent times. several theme malls such as Gold Souk (jeweler malls). Auto Mall. Wedding Mall. etc catering to specific needs and occasions have been completed or announced. consumer durables and electronics. Electronic Mall. 13 .it is likely to touch 10 per cent by the end of this decade. Emergence of specialty retailing Though organised retailing is still at a nascent stage . Speciality malls are already a success in the West. Many top developers are now toying with the idea of developing specialty malls.accounting for only around two per cent of the $180 billion retail market in India . One could venture so far as to say specialty and theme based retailing will drive the growth of organized retailing in India.

Company profile FUTURE GROUP 14 .

Indus League Clothing and Galaxy Entertainment which manages Sports Bar. FUTURE GROUP Future Group is one of the country’s leading business groups present in retail.000 people. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. Retain values.000. Home Town.com. Some of its leading retail formats include Pantaloons. Central. Big Bazaar. the group’s financial arm. Future Generali India. “Deliver Everything. Future Capital Holdings. consumer finance. Brew Bar and Bowling Co. Depot. eZone. US-based stationary products retailer Staples Inc and UK-based Lee Cooper and India-based Talwalkar’s.000 square feet (930. Future Group’s vision is to.” The group considers ‘Indian-ness’ as a core value and its corporate credo is . Future Group companies includes. Food Bazaar. The group’s flagship company.Rewrite rules. has over 1. The group’s joint venture partners include Italian insurance major Generali. Future Capital Holdings. French retailer ETAM group. Everywhere. focuses on asset management and consumer credit. Future Money and online retail format www. insurance. Pantaloon Retail (India) Limited operates over 10.futurebazaar.000 m2) of retail space.000 stores and employs over 30. asset management. 15 . Future Group is present in 61 cities and 65 rural locations. Blue Foods and Liberty Shoes. retail spaces and logistics. Everytime to Every Indian Consumer in the most profitable manner. retail media.

led its founder & group CEO Mr.Future group. insurance. capital. group subsidiaries are present in consumer finance. Kishore Biyani is one of India leading business house with multiple business spanning across the consumption space. 16 . The first set of Big bazaar store open in 2001 in Kolkata. While retail firm the core business activity of future group. brand development & entertainment. Hyderabad and Bangalore.

Retailer of the year (food and grocery Big Bazaar . Kishore Biyani .Best Value Retail Store Readers Digest and Awaaz Consumer Award Big Bazaar . large.Most admired retailer of the year Central .Best Retail Destination Readers Digest Platinum Trusted Brand Award Big Bazaar .Retail Face of the year Big Bazaar .Most preferred.Some of the awards given to Pantaloon Retail (India) Limited: Images Retail Awards 2005 PRIL .Earning a trusted Place in the everyday lives of consumers Food Bazaar . 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 17 .Retail launch of the year Mr.

S Doreswamy. Ltd. Shailesh Haribhakti. Wholetime Director Mr. Gopikishan Biyani. Operations & Chief Operating Officer Mr. D O Koshy. Bala Deshpande. Future Capital Holdings Converge M Retail (India) Ltd.Board of Directors Mr. Rakesh Biyani. 18 . Home Solutions Retail (India) Ltd. Managing Director Mr. Joint Ventures Companies Planet Retail Holdings Ltd. Wholetime Director Mr. Anju Poddar. Kishore Biyani. Indus League Clothing Ltd. Galaxy Entertainment Corporate Ltd. Independent Director Mr. Independent Director Partner companies Pantaloon Industries Ltd. Independent Director Dr. Ved Prakash Arya Director. Footmart Retail GJ Future Fashions CapitaLand Retail India ETAM Future Fashions India Pvt. Independent Director Ms. Independent Director Mr. Independent Director Ms. Anil Harish.

KIDS CASUAL WEAR 11. Shyam Nagar Off Jogeshwari-Vikhroli Link Road Jogeshwari (East).Head Office Pantaloon Retail (India) Limited Knowledge House. Mumbai 400 0Tel: +91 22-6644 2200 Fax: +91 22-6644 2222Site: www. LADIES TOPS 6. TRIAL ROOM 7. LAYOUT INDEX 1. HELP DESK 2.com A layout chart of Big bazaar located at Ambala Cantt. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART. JACKETS 4. WOOLEN CLOTHS FOR KIDS 9. BABA SUITS 5.pantaloon. WINTER WEAR 10. KIDS ACCESSORIES 3. SECTION DESCRIPTION) 8. KIDS JEANS AND SHORTS 19 .

MEN FORMAL SHIRTS 30. LADIES ACCESSORIES – LINGERIES 21. LADIES FORMALS(OFFICE WEAR) 20. MEN ACCESSORIES – SUNGLASSES. CARPETS) 29. CASH COUNTER 28. LUGGAGE 24. SCHEME BASED PROMOTIONAL ITEMS 27. LADIES ETHINIC 18. LADIES PERFUMERIES 22. MEN TROUSERS 31. LADIES COSMETICS 23. HOME FURNISHING (CURTAIN CLOTHS. HOME DECORATIVE ITEMS 16. MEN FABRICS 33. MUSIC COUNTER 17. MEN ETHINICS 20 . FOOTWEAR 25.12. LADIES WESTERN 19. MEN SUITS AND BLAZERS 32. SPORTS 26. SOFT TOYS 15. WRIST WATCHES ETC 14. INFANT SHIRTS AND T-SHIRTS 13.

In other parts men trousers. DESCRIPTION HELP DESK – As you can see from the layout. Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in another part. The ladies section is segregated in to seven parts. ladies accessories – 21 . Here the price ranges from a minimum of Rs99 to Rs899. Help Desk uses paging service as a tool for the convenience of its employees and customers. MENS SECTION – Next to it is the men’s section that is in the center. the Help Desk is located in a place where everyone has their first sight that is in front of the entrance. Kid’s jackets and baba suits are available in another part. In this section the pillars are used for displaying information like size chart and section description. KIDS SECTION – The kids section is located just at the left corner of the entrance of big bazaar. The apparels are available at a price of Rs59 onwards. In the kid’s section kid’s accessories like diapers. fabrics and ethnics are available respectively. It is divided in to five parts. ladies western wear. LADIES SECTION – Next to it is the ladies section that is in the extreme right side. trolleys. water bottles are available in one part. This shows that when a person enters in to big bazaar it can get all information about the stores of big bazaar from the person sitting in the help desk. suits and blazers. Ladies section starts from ladies ethnics. ladies formals (office wear). At one part men formal shirts are available. suckers.

The various products under this scheme includes girl t-shirts. Here the price of the apparel ranges from Rs99 to Rs1000 approx. kids night wear. coffee or snacks or any other food item and can relax. Non-Promotional scheme – There are various other products available without any promotional scheme which includes jeans. ladies perfumeries. Various kinds of food items. infant winter wear etc.lingerie’s. infant t-shirts. infant baba suits. Cash Counter – The cash counter is located just near the exit 22 . Sitting arrangements are well made so that people can sit and take tea. Sports Store – At the extreme corner there is a sports store where various kinds of sport items are available. and ladies cosmetics respectively. kids salwar suits etc. fruits and vegetables are available there. Promotional scheme – With an add on to the above products there are various other products which are available with a promotional scheme. Food Bazaar – The food bazaar is in the 1st floor of the building.

It is more important to understand customer expectations and make efforts to exceed their expectations. Unique Customer Perception is what is required by companies instead of Unique Selling Proposition. customer perception should be definitely a key consideration. In customer satisfaction management. hence the core value of services is not like a physical product but the spiritual experience and perception of customers. Such perception is both at psychological and behavior levels. technical management layer and business development layer are necessary. the biggest challenge is customer perception management. It is ultimately that customer look for satisfaction based on the picture of perception derived from various sources. Customers are seeking for material deliverables as well as perceptive enjoyment when purchasing a service product. HUAWEI Satisfy customers perception is the biggest challenge: In meeting customers' requirements and measuring customers' satisfaction indexes. 23 . The final aim and ideal effect of service provisioning is to have customers perceive and enjoy the service. Qualified services in the operation execution layer. The major characteristics of service is intangible.LITERATURE REVIEW BY SOUMEN CHATTERJEE Unique customer perception (UCP): According to soumen. or customer perception satisfaction. and it is the contents of high quality life in the modern society. This has lead to the concept . If these perceptions of customer can be analyzed then promotion would be easier for customer centric marketing.“Customer Perception is the Rule and not Customer Satisfaction”.

ORGANIZATIONAL CHART 24 .Since perceptive enjoyment is a vital service objective. one of the key service management objectives shall be meeting customers' perceptive enjoyment.

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

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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malls. There have been many factors responsible for the changing market scenario. Today we can see a new era in market with the opening up of many departmental stores. Today’s market scenario is very different from that of the market scenario before 1990. wants & demands. hyper market. It is a type of market where various kinds of products are available under one roof. This market field survey will help in knowing the present customers tastes and preferences. 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. It will help me in estimating the customer’s future needs . Queuing up for the coronation ceremony are a multitude of global 29 . Income level of the people has changed. the market scenario is also changing from time to time. Technology is one of the major factors which is responsible for this paradigm shift in the mark. The Indian consumer could well be crowned King with all economic indicators in the right place. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. It is the changing tastes and preference of customer which has bought in a change in the market. branded retail outlets and specialty stores. 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. shopper’s stop. New generation people are no more dependent on haat market and far off departmental stores. There has been a shift in the market demand in today’s world. Consumer buying behavior in big bazaar As customer’s tastes and preferences are changing. My study will find out the current status of big bazaar and determine where it stands in the current market. life styles and social class of people have completely changed now than that of olden days.

however. finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector." says 30 . Retailing is the final step in the distribution of merchandise. According to a survey b y AT Kearney. most companies believe that will not be for long.companies that are looking at India as the next consumer market powerhouse. Retailing in India is thoroughly unorganized. the last link in supply chain – connecting the bulk procedures of commodities to the final consumers.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 . "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.000 crore segment of the market is organized. however.000 crore.the next big thing?' has said: "India represents an economic opportunity on a massive scale.000 crore in 2000 to Rs.000 crore by 2005.000 crore retail market is UNORGANISED. only a Rs. This project will give focus on the global scene to retail industry and what will drive the growth of industry in the future. 400. 400. In this study I will try to find out the present scenario of retail market in India.making it one of the five largest in the world. 800. 20. KPMG in a recent report titled `Consumer Markets in India . both as a global base and a domestic market.20. There is no supply chain management perspective. The TOTAL retail market. And it seems to be the retail sector that will give the desi consumer royal status. as indicated above will grow 20 per cent annually from Rs." The report. an overwhelming proportion of the Rs. From a size of only Rs. Further. the ORGANISED retail industry will grow to Rs. In fact. 160.

driven by changing lifestyles. in which he expressed confidence that he would be able to get the Left parties on board on the matter. and development plans being projected at 150 new shopping malls of big bazzar. In fact. strong income growth and favourable demographic patterns. Executive Director and Head . out of which 96 per cent are smaller than 500 sq. Scope of Study 31 . The structure of retailing is developing rapidly with malls becoming increasingly common in large cities. But this scenario is changing fast. The Economist Intelligence Unit (EIU) country briefing on India. And the numbers do lend credence to the enthusiasm. India currently has more than five million retails outlets.Deepankar Sanwalka. estimates the retail market in India will grow from $394 billion in 2005 to $608. 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. FDI in retail has once again begun to appear imminent following Prime Minister Manmohan Singh's recent interview to McKinsey.9 billion in 2009. 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. ft. According to EIU.Consumer Markets. especially in retail. 2005. KPMG India.

Research says about customer buying behavior towards Big Bazaar in AMBALA CANTT. area. It aim to understand the skill of the company in the area like technological advancement. area. The research shows future Scenario of Big Bazaar in current perspective.area. area. This research is based on primary data and secondary data.area for organized retail.The scope of this research is to identify the buying behavior of customers of Big Bazaar in AMBALA CANTT. 32 . 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. Due to time constraint only limited number of persons contacted. The research is also important to identify Market size. It provides help to further the research for organized retail sector in AMBALA CANTT. competition in management.The study provide help to know the customers satisfaction with Big Bazaar stores. area. area. Importance of Study The study shows customers buying pattern with Big Bazaar in AMBALA CANTT. area. The study provide guideline to further extension of Big Bazaar in AMBALA CANTT. growth and Market Potential of Big Bazaar in AMBALA CANTT. area . Its provide guideline for further research in AMBALA CANTT. The study shows Opportunities and challenges for Big Bazaar respect of internal & external environment. area. Research say about main competitors in the field of organized retail sectors. The study rate of customer satisfaction level with Big Bazaar for AMBALA CANTT. This study only focuses on urban buying behavior of customers because the research conducted in AMBALA CANTT. The scope of research is limited for AMBALA CANTT.

CHAPTER-2 Research Methodology 33 .

34 .

business judgment. customers tastes and preferences play a vital role in today’s generation. Sampling Design: Non Probability sampling. Area of study: The study is exclusively done in the area of marketing. Research Methodology is required in every industry for acquiring knowledge of their products. sophistication. and imagination for which there can be no mechanical substitutes. Research Methodology Technology.Convenience sampling Sample Size: 350 Customer 35 . Research Design - Exploratory Research. Research Methodology is a set of various methods to be followed to find out various information’s regarding market strata of different products. experience. It is a process requiring care.

9. To determine the current status of Big Bazaar. 6. To find out the buying behavior of the customers coming in to Big Bazaar in Ambala Cantt. To know the customers priority for Big Bazaar then its competitors. 3. 2. 36 . 10. 8. To identify that what kind of customers (according to monthly income) usually visit in Big Bazaar. 4. To study the satisfaction level of customers in different attributes of Big Bazaar. To identify main competitors of Big Bazaar. To find out competitive factors of Big Bazaar specially with neighboring Kirana Stores. 5. To find out the customers response towards Big Bazaar.. To find out premium time (customer rush hour) for Big Bazaar in Ambala Cantt. OBJECTIVES OF THE STUDY 1. To know the frequency of customers visit in Big Bazaar. 7..

a sample study conducted in Delhi& NCR. so they left it unanswered. Some respondents did not want to answer the questionnaire. Each answer of the respondent was tabulated to its respective category. Collection of the questionnaire Sufficient time was given to the respondents to answer the questionnaire. SAMPLE SIZE: 350 CONSUMERS contacted during this research work. the responses were tabulated. 37 . they added they added their own choice or left it unanswered. Where the respondents did not find the relevant answer in his choice provided. Tabulation After all the questionnaires were collected back. Problem faced while collecting and filling questionnaire Some of the respondents were hesitant to answer the questionnaire. SAMPLING DESIGN In the backdrop of objective set. The nature of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped in keeping the path of research in focus throughout the work.

The language is simple to understand. 38 . These categories are. 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. Data Collection Data can be classified under two categories depending upon the sources utilized. both primary and secondary data collected. For the purpose of fulfilling the objective of study and for completing the Research project Report.they were interviewed personally. i) Primary data ii) Secondary data DATA COLLECTION Data is collected by using various methods. 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. Interview Information was also obtained by conversation with Customers .

weaknesses. opportunities and threats of any company. 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. This analysis will explain about the strengths. 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 39 . weaknesses.

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

II. III. the present study is also not free from certain limitation.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. money and human efforts. 41 . VI-Personal biases might have come while answer the questionnaire. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. VII-As per company rule many information was not disclose as the manager are busy in their daily schedule. only a selected sample of customer could be contacted. Limitations of study Certain limitations do creep in a research study due to constraints of the time. IV. some customers were not able to do justification to the questionnaire. I. It is not possible for us to spend more time in interaction with them. which were unavoidable.Also impossible for company to prove information is confidential.Some customers were not willing to give appointment due to their busy schedule. V-Due to fast pace of life.Due to very large size of the population.

CHAPTER 3 ANALYSIS AND INTERPRETATION 42 .

I have surveyed around 350 respondents of Ambala Cantt. 43 . All the analysis and its interpretations are discussed below. who come to visit big bazaar. ANALYSIS AND INTERPRETATION I have done a market field survey on big bazaar. The customers gave me valuable information regarding their consumption pattern in big bazaar. 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. A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar and personally interacting with them. I collected all those information and a proper analysis is done.

60000 pm) that constitute only 5%. The higher 44 .10000) Analysis: The above diagram shows the distribution of income level of customers coming in to big bazaar.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. The lower income level of people coming to big bazaar constitutes of 20%.10000-40000) 20% No Income Group (< Rs. 25% of people belong to no income group which mostly consists of students. Least number of customers visiting Big bazaar are the higher income level people (> Rs. Interpretation: Big bazaar is the hub of shopping for middle level income group people because of its reasonable price on its each product category. 40000-60000) Lower Income 50% Group(Rs. Among the 350 respondents 50% of customers are of middle income level that is between Rs10000 – 40000 per month.60000) Middle Income Group (Rs.

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. 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. The lower income group people come in to big bazaar as they get goods at a discounted price. 2) How frequently do you visit Big Bazaar? 45 . So they don’t have much interest to come to big bazaar and do shopping.level income group people don’t prefer to do shopping in big bazaar as it doesn’t deal with branded products. Even they purchase goods on a regular basis on a small quantity.

29% customer visit weekly 23% customers visit quarterly and 14% customers visit on planned basis . 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% 46 . it means mostly customers visit weekly and monthly basis for purchase their requirements. 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.

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. 4 What is the purpose behind visiting Big Bazaar? Purpose behind visiting big bazaar 60% 47 . It shows that customers satisfaction level is more in big bazaar.

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. 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. People enjoy doing shopping in big bazaar. 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. If yes then what are the other retail outlets do you intend to visimall? 48 . This is very nice for it as often customers. 10% for outing and 30% visit big bazaar for both the purposes.

30% of people also prefer to visit food court in a mall other than big bazaar. 49 . 20% of the people go to footwear outlet in a mall other than big bazaar. Some people that are 10% each also visit gift corner store and jewellery & watches store in a mall other than big bazaar. 20% of people also go to mall for entertainment purpose. 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.

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. 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. 50 . People go for watching movies to mall for entertainment. It can include some of the exclusive branded outlets of cloths and jewellery inorder to attract the brand choosy customers. 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. People also go for footwear stores as malls have branded footwear stores in it.

Electronic items holds 15% of demand and gift items and other items has a demand of only 10% by the customers of big bazaar. 25% demand is for leather items in big bazaar.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%. 51 . The next highest demand is for food items that is 50%.

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 52 . I can interpret that clothes. Electronic items have a little demand by the customers. 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. grocery and food items are the major products which hold maximum number of customers.Interpretation: From this analysis I interpret that customers demand are high for grocery and clothes followed by food items in big bazaar. Gift items and other items are not much in demand by the 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.

Below Rs. Interpretation: From this I interpret that most of the customers purchase goods in bulk which leads them to spend a lot. 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 53 .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. Volume sales are high in 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.

purchasing on a monthly basis. More discounts shall be provided to people who does bulk purchase. Impulse buying behavior of customers comes in to play to a large extent. This will encourage people to purchase more products. In the process they used to spend money on food items and also purchase some products while roaming in it. 54 . 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.

55 . Majority of the respondents (35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. Only 10% of people said that they spend very little time that is less than half an hour in big bazaar. 22% respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar. 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.

56 . 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. 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.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. People also spend much time in it but purchase very few goods.

M .1 P.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 35% 6 P.M – 6 P.M 40% 57 .M 17% 3 P.M 8% 1 P.M – 10 P.M – 3 P.

M 3 P.M – 3 P. 8% 17% 40% 10 A.M – 10 P.1 P. 58 .M – 6 P.M 1 P.M 6 P.M .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.

There is more number of people found in big bazaar during evening time 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. 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. It could offer some special kind of product in daytime which will be not available during evening time. 9) Do you go with a planned list of products to be purchased from Big Bazaar? 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. Probably more of products are being sold during evening time in big bazaar than that of day time.

60 . 50% of customers come to big bazaar with a planned list of products.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. 40% of people come in to big bazaar without any planned list of products to be purchased from big bazaar.

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. These people basically come to the mall and hence get in to big bazaar. Some couples come to mall and go to food bazaar to have food together and to have chit chat among them. Few customers come to big bazaar without any planned list of products and purchases products depending on their selection. 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. Depending on the product category and brand and quality of products they purchases goods.

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.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. A few customers search for 62 .

Big bazaar should include more of the branded products in its each category so that customers have more options to choose among the brands. Quality of products varies with the price. Some customers also pre decides the brand on the local manufactured grocery and food products of big bazaar. Different products of the same category have different prices. This enables customization of products for various types of customers. Customers purchase a lot of these as its cheap in price even though its quality is not so good. 11) What categories of products do you pre-decide the brands? 63 . As most of the customers belong to lower class and middle class people. Customers search for brands mostly in apparel section.brands but depending on the product category. they purchase those local branded products as it gives them value for money. big bazaar has many local branded products. On product categories like grocery and clothes. Customers probably don’t decide for brands on products as there are not much of known branded products available at big bazaar. This will bring in more number of people to big bazaar which will definitely increase the sales.

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.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. Brand preference on leather items is 2% and 12% on any other item. 12) What is your mode of payment in Big Bazaar? 64 . 33% brand preference is on gift items and 25% is on electronic items. 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. As per electronic goods are concerned customers pre decide the brand as many branded electronic products are available in big bazaar.

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. 19% of them uses credit card as their mode 65 . out of the total respondents 55% of people make cash payment in big bazaar.

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. A fraction of people uses their credit card for payment in big bazaar and a very few people uses their debit card for payment. 13) What encourages you to visit Big Bazaar? 66 .of payment and 26% of the people makes payment in big bazaar through their debit card. 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. Interpretation: As per the obtained data I interpret that more number of people makes cash payment in big bazaar.

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 67 .

Many customers also said that they feel good about the service and ambience provided by big bazaar. As a hypermarket which is to be located far off the city. 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. People mostly come to big bazaar as they get various kinds of products under one roof. 14) How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5 scale? 68 . Even it provides a good service and ambience to its customers which encourages them to visit big bazaar more and more times. Around 35% of customers also said that convenience is also another factor which leads them to come to big bazaar. big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. Interpretation: From this analysis I interpret that big bazaar is a well known for its variety options.price and so they come in to it. It is also clearly known that big bazaar sales its goods at a discounted price as compared to the market. I can also interpret from this that big bazaar has located itself in a good place from where it is able to attract customers. Product quality is rated at very low that is only 20% which encourages the customers to come to big bazaar.

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. 15) How is the parking space availability in Big Bazaar? Parking space availability in big bazaar 69 . 13% realize Poor and 5% customers is very dissatisfied with sales personnel’s in Big Bazaar.

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. In holidays probably it will be very difficult for customers to park their vehicle in big bazaar. 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. 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. 16) Do you go to Kirana store? Customers preference towards Kirana store 70 .

Yes 65% No 35% 35% yes no 65% Analysis: Out of my total respondent of 350 customers. 71 . 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.

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. 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. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from 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.

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% 73 .

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 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.

while 40% of the customers say big bazaar also provides qualitative products. 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? 75 . It is a threat for big bazaar as some of the attributes of a kirana store provides more satisfaction to customers. 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. 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. Interpretation: I interpreted from this that a kirana store is one of the competitor of big bazaar.

76 . Big bazaar should try to improve on each of its attributes and out compete the other organized stores. Org. 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. It is a threat for big bazaar as some of the attributes of other organized stores store provides more satisfaction to customers. Retails 40 Column1 35 30 Interpretation: I interpreted from this that other organized stores is another competitors of big bazaar.

CHAPTER-4 Findings & Recommendations 77 .

crockery. Big bazaar has a good reputation of itself in the market. 7. The major players in retail industries are Big bazaar. 10. decorative items. 2. Vishal Retail Group. leather items. Reliance Retail. electronic items. There are more than 50 big bazaars in different cities of India. The majority of customers belong to middle class family. Continuously opening of Big Bazaar chains in different major cities. 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. Impulse buying behavior of customers comes in to play most of the times in big bazaar. 6. increasing quantities of the customers & profit show that Big Bazaar most accepted name in organized retail chain in India. The Tata Groups (Croma). watches. Big bazaar holds a huge customer base. sport items. Customers realized that Big Bazaar stores provide qualitative products/service with reasonable price. food items. jewellery. 8. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly and monthly basis. Big bazaar has positioned itself in the market as a discounted store. stationary. At present time Big Bazaar provide different types of product assortments to the customers. Big bazaar is a hypermarket as it provides various kinds of goods like apparels. it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars. Findings 1. 4. 9. Big Bazaar mainly deal with middle income group people who want qualitative product with reasonable cost. 11. 3. grocery. 5. Kirana stores & Sabka Bazaar etc 78 .

Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time. The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar during those days. 3. It should make different cash counters for different customers. 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. 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. Big bazaar should provide large parking space for its customers so that they can easily park their vehicles. 79 . Recommendations 1. The service of the sales person is needed to be improved. 6. 2. 7. 4. 5. This will be a kind of motivator for the customers of big bazaar. 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. Personal care should be taken by the sales person for the customers so that the customers feel good.

in 80 .in  Retail seminar.in  Organizedretail. Retail Management (Pearson education.co.com  Retailing.co. In  Literature review on Big Bazaar. Bibliography BOOKS ► Kotler Philip.R. (Pearson education. marketing management. 10th edition) INTERNET WEB PAGE  Bigbazaar.co. 12th edition) ► Berman B and Evans J.

Footwear Outlet c. Jewelers and Watches store 81 . 20. Quarterly d. (a). Monthly c. Do you intend to visit any other retail outlet in a Mall apart from Big Bazzar? a. Qualification: - 4. 1What’s your monthly income? a. . Profession: - 5. Entertainment e. Gift Corner f.How frequently do you visit Big Bazaar? a.000 2.000 – 40. Appendix 1. If yes then what are the other retail outlets do you intend to visit in a mall? a. Garment Outlet b. Gender: - 2. Food Court d. Below 10. Weekly b.000 – 60. On unplanned basis 3.000 b. Address: - 3. More than 60. 40. a) Yes b) No 4.000 d. PART-2 1. Ph.000 c.

What is the purpose behind visiting Big Bazaar? a. Any other Item 7. How much time do you spend in a visit to Big Bazaar? a. Outing c. 1 ½ hours to 2 hours e. Gift Item g. Shopping b. 1000 – 1500 d. 1 hour to 1 ½ hours d. Cloths b. Electronic Item f. What type of products do you mostly purchase in Big Bazaar? a. Grocery c. What range of expenses do you make (on an average) in every visit to Big Bazaar? a.5. More than 2000 8. More than 2 hours 82 . Others 6. Less than half an hour b. Below 500 b. 1500 – 2000 e. 500 – 1000 c. Food Item d. Half an hour to 1 hour c. Leather Item e.

1pm .3pm c.Product Variety E. What is your mode of payment in Big Bazaar? a.Product Quality F. Do you go with a planned list of products to be purchased from Big Bazzar? a. a) Yes b) No c) Depends on category 12. Gift Items f. 6pm – 10pm 10. Price B. 10am – 1pm b. Which time of the day do you mostly prefer to visit Big Bazaar? a. Electronic Items d. Do you prepare a list of brands in advance when you visit to Big Bazzar? a. a) Cash payment b) Credit Card c)Debit Card 14. 3pm-6pm d. a) Yes b) No c)some time 11.9. Any other Item 13. Grocery e.Convenience 83 .Service C. Leather Items c. What categories of products do you pre-decide the brands? a. Cloths b. What encourages you to visit Big Bazaar? A.Ambience D.

Very good b. Big Bazaar vi. Very poor 15. a) Yes b) No 17. Variety 1. Good c. Less than adequate ii. Can you compare your nearest Kirana store with Big Bazaar? i. Convenience 1. 15) How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5 scale? a. Kirana store II. Ok d. Shopping Experience 1. Kirana store II. Kirana store II. Poor e. Service 1. Do you go to Kirana store? i. Big Bazaar v. Quality 1. How is the parking space availability in Big Bazaar? i. Adequate iii. Big Bazaar iv. Big Bazaar 84 . Big Bazaar iii. Big Bazaar ii. More than adequate 16. Kirana store II. Kirana store II. Price Kirana store II.

THANKING YOU 85 . Others Organized Retailer Quality d.Big Bazaar II. 1. Ambience 1. Others i.Big Bazaar II. 1.Big Bazaar II. c) Variety c. Big Bazaar 18.Big Bazzaar II. Kirana store II. vii. 1. Others Organized Retailer Shopping Experience f. b) Service b. 1.Big Bazaar II. 1.Big Bazaar II. 1. Others Organized Retailer Ambience g. Others Organized Retailer 1. Others Organized Retailer Convenience e. Big Bazzar II. 1. Others Organized Retailer 1. Can you compare others organized retail stores with Big Bazaar on the following parameters? Price a.

86 .