INTRODUCTION

Customer profiling & Catchment analysis is one of the most effective tools
for determining where and how to conduct your business. If you have a
grasp on what type of people are most likely to purchase your products or
services, you can seek out the location and the marketing plans that give
you the best opportunity to reach those people.
If you are trying to reach a large group of similar
customers, you can study their spending trends, lifestyles, and much
more. You can no longer simply choose a populous area in which to set up
shop, and then hope to compete.
INDUSTRY PROFILE
Retailing in India is one of the pillars of its economy and accounts for 14
to 15 percent of its GDP.
India's retail and logistics industry employs about 40 million Indians
(3.3% of Indian population).
The Indian retail market is estimated to be 23.78 trillion(US$ 450
billion) and one of the top five retail markets in the world by economic
value.
Over 14 million outlets operate in the country and has about 11 shop
outlets for every 1000 people.
India has escalated up to the 35th most preferred retail destination
globally in 2011 (in 2010 they ranked 39th).
OBJECTIVES OF THE STUDY
Catchment Analysis of Big Bazaar Saharanganj and

River Side Mall store, Lucknow.

Analyzing the in store customer feedback in respect

of product availability.

Identifying the action plan for improving customer

foot fall.

Thursday property Generation for SAHARAGANJ Mall,

Lucknow.
 SCOPE OF THE STUDY

A catchment area is the area and population from which a

city or individual service attracts visitors or customers. So by
doing catchment analysis Big Bazaar will come to know its
loyal customer population area.
And better marketing strategy at BTL level can be made for
rretention of the customer as it plays a major role for the
withstanding of the business in the market at long run.
 RESEARCH METHODOLOGY

Research approach : Survey method

Research design : Descriptive research design
Research instrument : Questionnaire
Contact method : Personal contact
Analysis for representation : Bar diagram
Sampling Plan:
Sampling unit : Customers
Sample size : 210
Sampling method : Convenience sampling method
CUSTOMERS : ACCORDING TO AGE
150

100

50 Age

0
18-25 26-30 31-35 36-40 41-49 >50
CUSTOMERS: ACCORDING TO DISTANCE
120
100
80 DISTANCE
60
40
20
0
<1 KM 1-3 3 - 5 5-15 KM 15-30 >30 KM
KM KM KM
Customer visit to the store was with
120
100
80 No. of
Customers
60
40
20
0
ALONE FAMILY FRIENDS
How do you want us to convey the
offers to you
200
150
100
50 Promotional tools
0
 FINDINGS
41.4% of the respondents visit monthly, 28.6% of the respondents
visit weekly and 11% of the respondents visit occasionally to the store.

31% of the respondents wants Big Bazaar offers through SMS, 21% of
the respondents wants Big Bazaar offers through banners display.

50% customer visit the store with family and 43% customer visit the
store with friends, which shows that Big Bazaar is much popular
among the family member of the customers and youth.

Customer service is one of important factor that influence the

customer to visit stores.
Offers/discounts also the factor that help store to increase number of
footfalls.
The general public at Lucknow does not consider shopping as a
wasteful extravaganza. This is a good indicator of a good future ahead
for Big Bazaar Lucknow as, here shopping is turning out to a family
experience.
 SUGGESTIONS
Mobile advertising can be used for promotion, as customers
not having time to look at hoarding and advertisement in
newspapers.
An employee should be appointed to welcome the customers
at the entrance and he should help the customers locate the
department to which he intend to shop.
Welcoming the customers in a traditional way by giving them
a sweet and a beetle leaf should be considered.
Parking facility is one of the most important things that the
customers in Lucknow city demand.
Kids are the decision makers of the family. So the kids club
activities should be promoted in Big Bazaar.
QUESTIONNAIRE of Catchment analysis

Name: Gender: M / F
Age: (a) Below18 (b) 18-27 (c) 28-40 (d) 41-60 (e) Above 60
Address:

Contact no.
1. Your Visit to our store today was for:
(a) Planned Shopping (b) Casual Outing
2. Today you came to our store (Note the No. of customers if not came alone):
(a) Alone (b) with Family (c) with Friends
3.How often do you visit BIG BAZAAR?
(a) Daily (b) Weekly (c) Monthly (d) Occasionally

4.What do you usually prefer to Shop at Big Bazaar?

1 Food 2.Apparels 3.Electronics 4.Crockery,Utensils,Plastics
5. Toys/Sports/Stationary 6 Home Fashion
5. Did you come across any of the following for Big Bazaar
Leaflets Newspaper AD SMS
Banners Radio Ad

6. How do you want us to convey our offers to you?

Leaflets Newspaper AD SMS
Banners Radio Ad
Parameters BB Rating Out of 10 Major Competitor
Rating out of 10
Prices

Product Quality

Product Availability

Staff Knowledge

Store Ambience

Shopping Experience

Billing Accuracy

Billing Speed

In store display of Offers

7. Was there any product which you wanted, but was not available? If yes please
specify...
______________________________________________________

8. Any Feedback that you'd like to give us that'll help us serve you better...
THANK YOU..